新编剑桥商务英语课件unit 1b

Unit 1 b Communication,Communication,Discussion: Divide the class into groups and discuss the following questions:,What form of communication do you usually use? Why and why not?,How many forms of communication are there in our modern society? Rank them in terms of formality.,Teaching ObjectiveUnit overview Content 1 2 3学时分配 3*45 min 学生作业 supplements,Teaching Objective,To enable Ss to take and leave telephone messages To raise awareness of clarity in spoken language To practice reading for gist and specific information To practice listening for gist and specific information,Unit Overview,Keeping in touch: Speaking to find out each others use of various forms of communication, readingLeaving voice mails: Listening, language focus, speaking Taking messages: listening, language focus, speaking,Keeping in touch,Vocabulary Reading questionsTextOral practiceInterview（audio）,Vocabulary1-2,international communication 国际交流 official language 官方语言language skills 语言技能 exceed 超越 over-estimate 过高地估计 manageable 便于管理 understate 轻描淡写 culture-specific 某一文化所特有的 work environment 工作环境 the business world 商界 seminar 研讨会(研究生班) management 管理人员 follow-up evaluation 后续评估 supplier 供应商,Vocabulary2-2,department training budget 部门培训预算 deadline 最终期限 voice mail 语音信息 answering machine 录音电话 （英国英语用 answer phone） half-year sales report 半年度销售报告 complimentary ticket 免费赠送的票 native speaker 操本族语言的人 time schedule/ 时间安排表 Ericsson 全名为 Ericsson Telecommunications 瑞典爱立信电讯公司 Stockholm 斯德哥尔摩（瑞典首都） Helsinki 赫尔辛基 （芬兰首都） Scandinavian 斯堪的纳维亚（北欧地区，包括挪威，瑞典，丹麦，冰岛等国家） Copenhagen 哥本哈根（丹麦首都） Danish Telecommunications Trade Fair 丹麦电子通信交易会,Reading,Step 1 Read the article about using English for international business, looking for the topic sentence and the key words and give a title to each paragraph.Step 2 Answer the questions about the article and check the answers.Step 3 Explain the title and some new words and useful expressions.,Reading questions,Why does Ericsson use English as its official language? What can native English speakers do to communicate more effectively? Why are native English speakers unaware of the difficulties of listening to foreign languages? How does Ericsson makes its employees more aware of these difficulties?,TextText TranslationWords and expressions,Is your English too English?,English may be the language of international business but, as Alison Thomas reports, its not only non-native speakers who need to learn how to use it effectively.,Chinese,Is your English too English?,1. Ask a Swedish Ericsson executive Talar du Svenska? and he may well reply Yes. But only at home. At work I speak English. Ericsson is one of a growing number of European companies that use English as their official corporate language. These companies recognize and, at the same time, increase the dominance of English as the language of international communication. Soon the number of speakers of English as a second language will exceed that of native English speakers. Chinese,Is your English too English?,2. Although a company might use English a its official language, its employees are unlikely to be bilingual. Language trainer Jacquie Reid thinks we consistently overestimate the fluency of non-native speakers. We always assume that because their language skills are better than ours, they understand everything we say.,Chinese,Is your English too English?,3. So how should we adapt our use of language and what are the common problems? Simplify it, it Reids advice. Dont overcomplicate the message. Reduce what youre saying to manageable chunks. Reid always tells people to limit themselves to one idea per sentence. Its also important to slow down and not raise your voice.,Chinese,Is your English too English?,4. Dr Jasmine Patel, a language consultant at Europhone, says different languages also have their own approach to dialogue. The British start with idiomatic expressions such as So, should we get down to it? And understate important issues with phrase such as There could be a slight problem. They also say Thats a good idea butwhen they mean NO and they repeatedly use the word get with different meanings. And worst of all, they insist on using humour which is so culture-specific that no-one understand it. Chinese,Is your English too English ?,5. The majority of English native speakers are insensitive to the stress of trying to understand a foreign language in a work environment because they rely on business world speaking their language. At Ericsson, however, this is not the case. At the UK subsidiary, Ericsson Telecommunications, management training course include seminars on both language and cross-cultural issues. A frequent comment made in follow-up evaluations is that increased awareness has improved communication and, more importantly, given participants a better understanding of their own language and how others might interpret it. Chinese,Text translation,英语可能是国际商务的通用语言，但是，正如艾莉森托马斯报道的那样，并不只是母语不是英语的人才需要学习如何有效地使用英语。,Text translation,1. 如果您用瑞典语问爱立信公司的瑞典主管，“你是否会说瑞典语？”他很有可能回答说：“是的，但只是在家里，工作中我说英语。”越来越多的欧洲公司将英语作为正式的工作语言，爱立信电讯公司便是其中之一。这些公司认同了这一现象，同时也促进了英语在国际交流中成为主要语言。用不了多久，英语作为第二语言的人数将大大超过英语做为母语的人数。,Text translation,2. 虽然公司可能把英语定为其正式的工作语言，但是雇员却不可能都具备双语能力。语言训练官杰奎尔雷德认为：“我们总是过高地估计英语做为外语使用者的语言流利程度。我们总是想当然地认为他们理解我们所说的每一句话，因为他们的语言技能比我们要好。”,Text translation,3.那么，怎样才能使我们的言词适应他们，而普遍存在的问题有那些呢？雷德的建议是“简单化您的言辞，”“不要使话语过分复杂。把你说的话限制在可控制的语段。”雷德总是告戒人们，一句话只能表达一个意思。“说话放慢速度，不要提高嗓门也很重要。”,Text translation,4.欧洲电话公司的语言顾问杰斯敏佩特尔指出，不同的语言有其特有的对话方式。英国人往往以类似那么，我们就谈点正经的吧这样的俗语来开始一个话题，而重要的事情则被轻描淡写为：可能出了点小问题。他们还会说那主意不错，不过而实际上这意味着拒绝；他们反复用get这个词来表达不同的意思。最糟糕的是，他们固执地使用没有人能理解的幽默，因为这种幽默是在特定的文化里才有的。”,Text translation,5. 尽管强调在工作环境中要学会一种外语，大多数以英语为母语的人对此却毫无反应，因为他们对商界中使用自己的母语有一种依赖性。但是在爱立信公司，情况并非如此。在爱立信电子通讯公司的英国子公司里，管理人员培训课程中包含了语言和跨文化问题两个方面的研讨会。在其后续的评估中，常见的一个评语是：语言文化意识的提高促进了交流，更为重要的是，它使参加者更好地理解自己的母语，并了解别人怎样来理解它。,Words and expressions 1-4,Ask aand是一个惯用语，相当于if you ask，you will,实际上这是一个省略了if的条件从句，在If 省略的时候，主句必须由 and 来连接，比如：Practice speaking English more, and you will improve your oral English quickly.多说英语，那么你的英语口语提高就会很快。And he may well reply这里的well作副词，表示“在很大程度上”，“远远地”，例如： He is well past forty.他已经四十多岁了。又比如：He sat well back in his chair.他在椅子上坐得很靠后。,Words and expressions 2-4,Dominance:意思是“占据统治地位”。形容词形式是：dominant. Peace was the dominant theme of the conference. 和平是大会的首要议题。 Exceed:超过的意思。比如：If your liabilities exceed your assets, you may go bankrupt. 如果你所负的债务超过你的资产，你就会破产。 Over-estimate, over-complicate 注意这两个单词的构词法，英语中的前缀，over-含有“过分”，“过于”的意思，其他例子还有：oversleep睡过头，overheat温度加得过高，overact 行动，举止过分等等。与此相反的前缀是under-，表示，“过低”，“低于”。例如：underestimate 过低估计，underact 表演不充分，underfeed喂食太少。,Words and expressions 3-4,Limit themselves to“把限制在”，注意，这里的to 是介词，后面必须跟名词性词组，例如：As the supply of tea is running short, we must limit each person to one cup.由于茶水供应不足，每个人只限一杯。 Worst of all “最糟糕的是”，例如：Worst of all, he had no hope of shaking her resolution.最糟糕的是，他没有指望能动摇她的决心。 Insist on “.坚持”，注意，insist的用法，insist on/upon sth./doing sth.,例如：I insist on his coming with us. 我坚持他和我们一起来。Insist 后面也可跟 that 引导的从句：They insisted that she(should)be invited. 他们坚持要邀请她。Insist 的词义与persist相近似，但必须注意的是persist必须与介词in 连用：persist in sth./doing sth.“坚持做某事”。当persist跟that引导的从句时，它的意思就发生变化，表示“坚持说”，“反复说”，例如：He persisted that he was innocent of the crime.他坚持说自己没犯罪。,Words and expressions 4-4,Be insensitive to “缺乏反应的，”“对不敏感”，例如：insensitive to the needs of the customers. 对顾客的要求不敏感。 Rely on / upon sth 注意这一词组的用法。后面可以是接名词或代词，比如，She relies on her parents for tuition. 她的学费依赖她的父母。还有，这个词组的后面也可以跟不定式。比如：You may rely on me to help you. 你可以依靠我来帮你。也可以跟复合结构，例如:Dont rely on my/me helping you.不要指望我来帮你，文章中的rely on the business world speaking their language 是最后一种用法。,Oral practice,the fast speed makes it difficult to follow 语速太快跟不上 local accent 地方口音 idiomatic language 俗语 fail to understand the slang expressions 不能理解俚语 difference in cultural background create barriers in communication 文化背景差异造成交际障碍 cannot appreciate English culture-specific humor 不能欣赏英语文化中特有的幽默。,what do you find difficult about understanding native English speakers?,参考词汇和表达,Interview,listen The evolving English language Impact on news organizations and their audience The full meaning of spam Text messaging,Leaving voice mails,Listening practiceLanguage pointsOral practiceSupplementary reading Audio material,Leaving voice mail,Listening 1 Step1 Read the requirement of the exercise and guess the content of the five voice mail. Listen to the tape and try to match the right items. Step 2 Listen to the tape again and check the answersStep 3 Listen to the tape for a third time while reading the tapescripts and correct the answers.,Word tips,1. Im afraid its not going to work out because of deadline here. 因为我有工作要赶期限，恐怕那个时间不合适2. Could you get back to me asap?您可以尽快回电话给我吗？3. I think the time schedule looks a bit on the optimistic side, as well. 时间安排看来可行。,Listening practice,Frida Andersson, a manager at Sanderlin AB in Stockholm, receives five voice mails. Listen and decide what each speaker is trying to do. Which of the calls do you find difficult to understand? Why?,Language points,Dont forget Leaving answering machine message When we leave messages, it is important to be every clear. Prepare the listener for the messages This is Frank Larson from Scandinavian Conferences. Its 9.30 on Wednesday morning. Im ringing about the sales report. Make requests simple and polite Could you send me the report, please? Could you please call me back? Give clear contact information Im in Helsinki until Friday. My telephone number is 346766,Oral Practice,Work in pairs. Look at the tapescript and choose one of the difficult messages. Make it easier to understand.,Supplementary reading1-5,Opportunity or “The Black Hole of Calcutta”“Hi, this is Mike Simmons. Im away from my desk right now, so please leave a detailed message and Ill call you right back.” Dont bet on it! The research results are in and the news is not good. Personal experience and hundreds of interviews with both callers and receivers of voice mail clearly state that a high percentage of voice mails will not be returned. Why? Its really pretty basic when you think about it. Unless you either know the person leaving the voice mail or the message is terribly compelling, why would anyone bother to respond? Time is too precious for the decision maker to “waste time returning unsolicited phone calls!” So that brings up a question. Should you even leave a message? Its Your Call! There are two schools of thought. Some sales professionals always leave a message on the theory that any sales contact is at least a brief introduction, and there is the hope that the call might get returned. Others hang up because they are convinced that voice mail simply doesnt work. So whos right? Leave a message or dont leave a message, the debate goes on!,Voice Mail,Supplementary reading2-5,First off, as few as 10 percent of the prospects you call will return a “cold call” voice mail. So the odds arent very good for the caller. The world is flooded with voice mail, e-mail and regular mail. Unless a businessperson is absolutely fascinated by the first words out of your mouth, he or she will hit the erase button and youre history. Think about it for a moment. How many “cold call” voice mails do you return at home or at the office? Not many, Ill bet. And why dont you? Too little time to do the really important things, dont want to waste time, dont know the person or company calling, the list goes on. But people do return certain voice mail messages. In fact, if you employ some logic and straight thinking, your call-back rate can go as high as 50 percent. The simple fact is this, voice mail can and does work for many successful salespeople. Make It Work-Learn the Basics Persistence,Voice Mail Opportunity or “The Black Hole of Calcutta” Voice Mail Facts,Supplementary reading3-5,set appointments for a living say to call back up to seven times. That seems like a lot, but it works. Studies show that your “hit rate” will improve after four or five calls, perhaps because the prospect now realizes you are serious about the call. However, while persistence can pay off, its still a numbers game, with a low probability of success. The Power of Unique Connect To get your foot in the “telephone door,” you also need what I call a “Unique Connect.” A Unique Connect is any bit of information that establishes an immediate and positive rapport between you and your prospect. Its your ticket to a conversation, an appointment and (hopefully) an eventual sale. Unique Connects, ranked in order of effectiveness, can include: A referral from someone your prospect knows personally and/or professionally. The name of a mutual friend or associate. This is the next best entre, after a referral, into any business relationship. Any revealing insight or information you have developed about the clients company, industry or competitive situation. A new product, idea or solution that translates directly into compelling benefits for the prospect and which can be stated quickly. Mutual customers or business relationships, around which you have helpful insight for your prospect. Who doesnt want help in selling their products and services? An industry report, article, or work samples that you really think your prospect will find interesting.,Voice Mail Opportunity or “The Black Hole of Calcutta”,Supplementary reading4-5,You should be able to state your Unique Connect for each prospect in less than 15 seconds. If you cannot find a Unique Connect of any kind, leaving a voice mail may not be worth your time. So, the key is a Unique Connect and a message that is brief. Short and Sweet How long should a voice mail be? No longer than 30 seconds, and less if possible. You should write out your voice mail messages. Time it. Practice it. Revise it. A winning voice mail will consist of the following: A quick introductionyour name and your company (6-8 seconds); Your Unique Connect (12-15 seconds); and A clear, time-referenced call to action and phone number (8-10 seconds). Heres how it might sound: “This is Bob Heckman with the Allen Group. Bill Evans suggested I call you. Weve been able to reduce his inventory costs by 16 percent and Bill thought you would be interested in our approach. Ill call you Thursday at 2 p.m. to set an appointment. My number isI look for-ward to talking with you.” That, for my money, is an effective voice mail. Lets review the approach. Quick introduction to take the mystery away. The Unique Connect with a real reason to talk, and a specific call to action. Thats it, very directand very professional. Now you need to prepare your own message and work with your sales team to develop a voice mail approach that gets results. Your introduction and closing will be very similar in each call. But your Unique Connect will vary and you want it to be the strongest part of your voice mail message. Practice Makes Perfect How good is your voice mail presentation? Lets find out. After you get home tonight, call your office and leave your voice mail message. Tomorrow morning grab a cup of,Voice Mail Opportunity or “The Black Hole of Calcutta”,Supplementary reading5-5,coffee, check for voice mail messages, then listen to yours with a critical ear. Is your voice mail clear, concise and compelling? Ask several colleagues to critique your voice mail. Was it enthusiastic and compelling? Listen to their input with an open mind, dont take it personally. This is no time to get defensive. Ask for very specific critique; what was good, what was not so good. You can now make changes that will enhance your message. Successful salespeople constantly assess and refine their core messaging. Apply that principle to your voice mail efforts. Train Your Team If you manage a sales organization, you can use this same approach on a larger scale. At your next sales meeting, describe a basic sales situation to your group, then without any other guidance have them script and record a basic voice mail message. My guess is youll get a lot of messages that are too long. Some will be good and some will be downright terrible. Watch for talking too fast and ramming the phone number in so fast no one could possibly have time to write it down. Ask each person for input and ideas. Get your group together to review their efforts. Remember, this is not a bashing session. Its designed to provide everyone with a good set of messages, an understanding of the template youre encouraging them to use, and a chance to brainstorm with the other sales people. As a review, go over the basics of successful voice mail, including the 30-second rule, the elements of a good message, how to review and polish the message, and the power of repeated calls. Oh, and one other thing. When you get the appointment, ask your prospect how you came across on voice mail and what he or she thinks is the best approach to get a return phone call. Youll be amazed at their willingness to give you very helpful input. Remember, theyre probably struggling with how to leave great voice mails themselves!,Audio material,电话英语简明课程