01-04-2020-3rd Edition ML Pre-Int(1) (1171843), страница 37
Текст из файла (страница 37)
I think it covers all the mainmuch to apply in order to give the best efrects. Finally, we add anotherDE: Good. Sec you next week, then. Goodbye.layer to our sales presentation in that we may invite the expert behind1:down payment of20% of the value of the order.C:on the agenda, and I'll allow quite a bit of time for that. Next, howCOl TRACK 30 (I = INTERVIEWER, SL = SUE LEESON)1:How has online shopping altered the way you sell?SL: It's given us a fantastic opportunity to sell in a difl"crcnt way to ourthat product to tell the story.points we need to talk about.DM: Bye.Arc some types of product easier to sell than others?SL: Yes, and in fact some products are very difficult to sell on our businessmodel.
So take fragrance, for example. Clearly the main, cr, piece youwant to communicate with a fragrance is how it smells, and that can bevery challenging to do through a television environment.155Scanned for Agus SuwantoAUDIO SCRIPTSWORKI N G ACROSS CULTURES 1U N IT 4 G R EAT I D EASCD1 TRACK34CD1 TRACK 37Many of you will travel t o foreign countries o n business or go toGreat ideas are generated in different ways. Sometimes an idea may simplyinternational conferences and sales fairs. Some of you may end upbe when a company takes advantage of an opportunity to extend itsliving and working in a foreign country. For all of you, cultural andproduct range, to offer more choice to existing customers.
Or a great ideasocial awareness will be important if you want to become effectivecould allow a company to enter a market which was closed to it before.communicators when you're abroad. Today, I'm going to look at sayingCompanies which are prepared to spend a lot on R&D may make a'no' politely.breakthrough by having an original idea for a product which others laterWhenever you say 'yes' to a request, you arc doing so at a cost. That costcopy, for example Sony and the Walkman.is usually your time. Sometimes you just have to say 'no: I remember twoOn the other hand, some products arc developed in response to customerembarrassing occasions when I had to say 'no'.
One was in Finland, whenresearch. They come from customer ideas. 'TI1ese products arc made toa business friend invited me to a sauna. I just felt uncomfortable. Themeet a need, to satisfy consumer demand. Or the product does somethingother was in Hungary, a country where it's sometimes OK to share privatesimilar to another product, but faster, so it saves time. Some people willdetails. Someone asked me something rather personal. Again, I felt a bitbuy new products because the product raises their status - gives them auncomfortable.new, more upmarket image.In the first part of my talk, I'm going to look at five tips for saying 'no'politely.
Firstly, pay attention. Listen carefully and make sure you don't say'no' before the other person has even finished making their request. Listento the request with an open mind.Secondly, offer alternatives. You may even be able to recommend someoneelse who is more suitable.Thirdly, show sympathy if someone asks you to do something that youcan't do. Show that you genuinely wanted to help.CD1 TRACK38Other people will buy any 'green' product whicl1 reduces waste or protectsthe environment, even if it is more expensive. If an idea is really good and theproduct fills a gap in the market, it may even win an award for innovation.COl TRACK 39 (I1:=INTERVIEWER KP,=KATE PITIS)In your opinion, what were the best business ideas of the lastI S years?KP: I've thought about this for quite a long time and, in my opinion, it'sa service and two products. 'TI1e first is eBay, and this works for meNext, be as clear as possible to avoid misunderstandings.
Don't say 'maybe'because it provides individuals and small businesses with a channel towhen you really mean 'no:market that didn't exist before. It started in the dot-com boom and hasAnd finally, avoid long reasons and excuses. Sometimes the less you say,been extremely successful, with a turnover in 2009 of $2.4 billion. It'sthe better.not a new idea though - running an auction is almost as old as society.The times I have had to say 'no' the most is when customers have wantedIt's based on a model of traditional auctions. It's just transferred thehuge discounts. As long as you can say 'no' politely with a smile, followedmodel and the thinking to a different environment.by a genuine 'I'm sorry', then you should be fine.My second is the product, and it's a USB stick for computers, orCD1 TRACK 35plug-and·play devices.
'TI1is enabled data and pictures to be easilyIn the second part ofmy talk, I'll look at saying 'no' in different countries.transportable and satisfied a demand for easy portability fromJapanese people hate saying 'no: 'TI1cy don't even like using negativecomputer to computer. 'TI1e amount of data that can be transportedendings to verbs and they don't like any confrontation. So it's importantnow is enormous; and it had the huge benefit of meaning that youto look at their non-verbal communication.
'TI1ey believe in harmony.didn't have to take your portable computer with you everywhere. So itThey think that turning down someonc's request causes embarrassmentsatisfied a basic customer need. 'TI1e technology itself also enabled a lotand loss of face to the other person. Many negotiators have come awayof other devices.from meetings in Japan thinking they have got agreement when in fact'TI1e final one is the digital camera. I'm not sure it's - ifit's strictly anthey haven't.invention of the lastIndonesians can also communicate indirectly. They don't like to causeanyone embarrassment by giving a negative answer, so the listener has tointo many other de\'ices as a free gift, like mobile phones or PCs. Andwork out what they really mean. In fact, Bahasa Indonesian has 12 ways ofagain, it satisfied a customer demand to share pictures and imagessaying 'no' and also other ways of saying 'yes' when the real meaning is 'no:The Chinese will often avoid saying 'no: They have an eJ.'Pression whichmeans 'we'll do some research and discuss it later; which is a polite way ofsaying 'no'.
Silence in China can also imply that there are problems. Silencein the Arab world is quite common, however, and does not necessarilyIS years, or if it's just become a mass-marketitem, but it's revolutionised photography and it's now incorporatedquickly and easily.COl TRACK 40 (I = INTERVIEWER, KP = KATE PITIS)1:Do companies spend enough time on research and development?KP: I think this depends very much on the industry. There are someproduct-based companies, like pharmaceuticals and high-techmean 'no: The Arab world docs not find silence difficult.companies, that spend an enormous amount of time and money onHowever, saying 'no' in the wrong situations can have bad consequences.An American business friend of mine once refused a cup of coffee from aresearch and development.
Nearly 25 per cent of the cost of sale, forbeen a problem. But this was seen as rather rude by the Saudi host and theresearch and development.example, at Ericsson, the Finnish mobile-phone company, are onSaudi businessman at the start of a meeting.
In An1erica, that wouldn't haveI strongly believe that most companies can benefit from usingmeeting was unsuccessful. My friend should have accepted the coffee andjust had a small cup. I'll now move on to . . .information and relationships within their own company to actuallyCDl TRAC K 3 61A: Would you like to go out for a meal later?B: Thanks for the invitation, but I'm not feeling so well. Maybe some otherSo that might mean looking at what you already do, and looking at2to look at what everybody else sees, and sec something dificrcnt.where you can do it slightly differently to increase your productrange, or extending your products into new markets.
'TI1is can savetime.time and money.CDl TRACK 41 (LC:D:3E:F:4G:H:5Would you like some more food?1:Can you check that tl1c fire-exit notices are all in the right place, please?J:develop new products and services. My definition of innovation isL:Nothing more for me, thanks. It was delicious.LINCOLN, M=MEl, C=CHENG W,=WAN)date of the launch for our new product, DM 2000. After that, we've gotto decide the recommended retail price for the phone and talk aboutShall we meet up next Tuesday?our marketing plans, OK? Mei, what's your opinion? Should we launchI'm sorry. I'd love to, but I have other plans that evening.in June or September?M: Personally, I'm in favour ofJune. Let's get into the market early andPlease stay a little bit longer.surprise our competitors. It could give us a big advantage.
It mightI've had a wonderful time and I wish 1 could, but I really have to go.I'm afraid you've come to the wrong person. You'll have to ask Ingridin Health and Safety.=OK everyone, let's begin, shall we? Our main purpose is to decide theeven force them to bring out their new phones earlier. I mean, beforel:they're really ready to do so.'TI1anks, Mei. What do the rest ofyou think? Cheng, how do you feelaboutthis?C: Well, um, I'm not sure aboutJune, really.
Mm, I think it's too earlyin fact, far too early. We need more time to plan our marketing. Youknow, a lot of people, potential buyers, will be away on holiday in June.It's not the best time to have a launch. vVe need to start with a real bang.156Scanned for Agus SuwantoAUDIO SCRIPTSL:Mm, thanks, Cheng. Wan, what's your view? l believe you'd prefer aJC: One of the things that we do is be able to help companies identifylater date for the launch. Is that correct?which areas of the bui- of the company are experiencing stress, andthen we can work with those people to help build their resilience toW: Yeah, June's too early. I think September's the best time. We canpromote the smartphone strongly then, with a multimedia campaign.stress.
Now what that means is actually helping people to respondThe last three months of the year have always been the peak period fordifferently to stressful situations, so that they actually feel calmer whenthey're put in situations that they previously found stressful.selling new electronic products.
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