商務(wù)交流第七章

1、Copyright Cengage Learning. All rights reserved. 7 | 1Business Communication7eOberChapter 7 Persuasive MessagesCopyright Cengage Learning. All rights reserved. 7 | 2Persuasive messages Compose a persuasive message promoting an idea. Compose a persuasive message requesting a favor. Compose a persuasi

2、ve claim. Compose a sales letter.Copyright Cengage Learning. All rights reserved. 7 | 3大學(xué)生推銷自己出奇招大學(xué)生推銷自己出奇招 “福娃福娃”喻己引人注意喻己引人注意 有大學(xué)生用板子撐起自己的應(yīng)聘書，上面有大學(xué)生用板子撐起自己的應(yīng)聘書，上面5個(gè)奧運(yùn)福娃個(gè)奧運(yùn)福娃顯得別致有趣，下面的幾行說(shuō)明是一種巧妙的毛遂自薦，顯得別致有趣，下面的幾行說(shuō)明是一種巧妙的毛遂自薦，委婉地告訴用人單位，如果錄用了自己將有多么大的價(jià)值，委婉地告訴用人單位，如果錄用了自己將有多么大的價(jià)值，無(wú)論是對(duì)單位，還是對(duì)自己。鯉魚(yú)形象的無(wú)論是對(duì)單位

3、，還是對(duì)自己。鯉魚(yú)形象的“貝貝貝貝”被喻為鯉被喻為鯉魚(yú)躍龍門，將前程無(wú)量。魚(yú)躍龍門，將前程無(wú)量。“晶晶晶晶”大熊貓是國(guó)寶，寓意自己大熊貓是國(guó)寶，寓意自己不久的將來(lái)也將成為用人單位的寶貝。不久的將來(lái)也將成為用人單位的寶貝。“歡歡歡歡”是一團(tuán)火，是一團(tuán)火，寓意自己熱情似火，干什么事情都有激情。寓意自己熱情似火，干什么事情都有激情?！坝辈亓缪虿亓缪蛟⒁獠缓ε缕D苦環(huán)境，不怕吃苦。寓意不害怕艱苦環(huán)境，不怕吃苦?！澳菽菽菽荨毙⊙嘧釉⒁庾约盒⊙嘧釉⒁庾约郝斆髅艚荨ｋm然簡(jiǎn)簡(jiǎn)單單一張應(yīng)聘書，卻被該學(xué)生搞得別聰明敏捷。雖然簡(jiǎn)簡(jiǎn)單單一張應(yīng)聘書，卻被該學(xué)生搞得別出心裁，有創(chuàng)意，結(jié)果不少用人單位主動(dòng)找到這位大學(xué)

4、生，出心裁，有創(chuàng)意，結(jié)果不少用人單位主動(dòng)找到這位大學(xué)生，拋出拋出“繡球繡球”。 “我認(rèn)為這么做有些牽強(qiáng)，不如把功夫用到踏踏實(shí)實(shí)做事我認(rèn)為這么做有些牽強(qiáng)，不如把功夫用到踏踏實(shí)實(shí)做事上，這位大學(xué)生真有這么優(yōu)秀嗎？上，這位大學(xué)生真有這么優(yōu)秀嗎？”現(xiàn)場(chǎng)一家用人單位的招現(xiàn)場(chǎng)一家用人單位的招聘負(fù)責(zé)人直言不諱地說(shuō)。聘負(fù)責(zé)人直言不諱地說(shuō)。Copyright Cengage Learning. All rights reserved. 7 | 4Persuasive messagesPersuasion is the process of motivating someone to take a specifi

5、c action or to support a particular idea. All business communication involves persuasion: you want the reader to accept your perspective and believe the information you are communicating.Persuasive communication presupposes at least initial resistance to what you have to say. To succeed, tailor your

6、 message to your audience, give your readers reasons that they will find convincing, and anticipate and deflect their objections.Copyright Cengage Learning. All rights reserved. 7 | 5Challenges to the Writing Purpose of Persuasive Messageaccept your ideas convince to do sth newCopyright Cengage Lear

7、ning. All rights reserved. 7 | 6 Using the Three-Step Writing Process for Persuasive MessagesStep 1PlanningStep 3CompletingStep 2 WritingAnalyze SituationGather InformationAdapt to AudienceOrganize InformationCompose MessageReviseProduceProofreadCopyright Cengage Learning. All rights reserved. 7 | 7

8、 Complete Planning Before PersuasionSENDERRECEIVERMessage DistributionCopyright Cengage Learning. All rights reserved. 7 | 8一、Planning the Persuasive Message（一）Purpose The purpose of a persuasive message is to motivate the reader to agree with you or to do as you ask. Define your purpose clearly. Un

9、less you are clear about the specific results you want to achieve, you will not be able to plan an effective strategy to achieve them.Copyright Cengage Learning. All rights reserved. 7 | 91.Analyze your purpose要讓對(duì)方把握你講話的主題，而你自己必須明白講話的目的，這很重要。 林肯 Copyright Cengage Learning. All rights reserved. 7 | 1

10、0案例1:兩個(gè)擦鞋匠的差異案例2: 上門推銷不招人厭煩的奇招 不論推銷什不論推銷什么，你首先么，你首先要做的第一要做的第一件事情就是件事情就是盡可能地了盡可能地了解它。解它。 卡耐基卡耐基Copyright Cengage Learning. All rights reserved. 7 | 11案例1:兩個(gè)擦鞋匠的差異 “請(qǐng)坐，我為您擦擦皮鞋吧，又光又亮?！?“約會(huì)前，請(qǐng)先擦一下皮鞋吧?！?“為約會(huì)而擦鞋” “為擦鞋而擦鞋” 心理需求Copyright Cengage Learning. All rights reserved. 7 | 12案例2:上門推銷不招人厭煩的奇招 凡是上門推銷產(chǎn)品

11、或者做廣告的人都深有體會(huì)：客戶是厭凡是上門推銷產(chǎn)品或者做廣告的人都深有體會(huì)：客戶是厭煩的，而且冷臉聽(tīng)不得你的解說(shuō)。靜下來(lái)從顧客的角度仔細(xì)煩的，而且冷臉聽(tīng)不得你的解說(shuō)。靜下來(lái)從顧客的角度仔細(xì)想想：現(xiàn)在上門推銷的數(shù)不勝數(shù)，確實(shí)讓人煩不勝煩，顧客想想：現(xiàn)在上門推銷的數(shù)不勝數(shù)，確實(shí)讓人煩不勝煩，顧客對(duì)于上門推銷員的態(tài)度，幾乎跟打發(fā)叫花子差不多。但是你對(duì)于上門推銷員的態(tài)度，幾乎跟打發(fā)叫花子差不多。但是你想過(guò)沒(méi)有？商家和每個(gè)人最希望什么？最不煩什么？是財(cái)神想過(guò)沒(méi)有？商家和每個(gè)人最希望什么？最不煩什么？是財(cái)神爺！中國(guó)人都對(duì)財(cái)神爺畢恭畢敬，對(duì)之奉若神明，因?yàn)槊總€(gè)爺！中國(guó)人都對(duì)財(cái)神爺畢恭畢敬，對(duì)之奉若神明，因?yàn)?/p>

12、每個(gè)人都有一種發(fā)財(cái)?shù)拿篮迷竿Ｈ硕加幸环N發(fā)財(cái)?shù)拿篮迷竿?所以所以你可以找一個(gè)有富相的人，然后去演出服裝店訂做你可以找一個(gè)有富相的人，然后去演出服裝店訂做一套財(cái)神爺?shù)墓叛b，扮演成財(cái)神爺去各家推銷了，如果能再一套財(cái)神爺?shù)墓叛b，扮演成財(cái)神爺去各家推銷了，如果能再找上兩個(gè)童男玉女陪伴左右打著找上兩個(gè)童男玉女陪伴左右打著“財(cái)神到財(cái)神到”的幌子，那效果的幌子，那效果就更好了！別忘了送上招財(cái)進(jìn)寶的帖子和工藝元寶只類的小就更好了！別忘了送上招財(cái)進(jìn)寶的帖子和工藝元寶只類的小禮品。保證誰(shuí)也不會(huì)對(duì)禮品。保證誰(shuí)也不會(huì)對(duì)“財(cái)神爺財(cái)神爺”冷臉以對(duì)，更不會(huì)把財(cái)神冷臉以對(duì)，更不會(huì)把財(cái)神爺趕出門（因?yàn)檫@樣犯忌諱），他們都會(huì)笑

13、臉相迎、畢恭畢爺趕出門（因?yàn)檫@樣犯忌諱），他們都會(huì)笑臉相迎、畢恭畢敬，而且會(huì)客氣地讓座、倒茶，有了這個(gè)開(kāi)局，你的推銷就敬，而且會(huì)客氣地讓座、倒茶，有了這個(gè)開(kāi)局，你的推銷就順理成章了。不管買賣成不成交，你給他已經(jīng)留下了深刻印順理成章了。不管買賣成不成交，你給他已經(jīng)留下了深刻印象，而且是美好印象。象，而且是美好印象。Copyright Cengage Learning. All rights reserved. 7 | 13（二）Audience AnalysisAudience analysis involves considering the readers knowledge and att

14、itude, determining what effect the message will have on the reader, and reviewing the writers credibility.Copyright Cengage Learning. All rights reserved. 7 | 141.Knowledge and Attitude of the Readera. Determine what the reader already knows about the topic so you will know how much background infor

15、mation to include.b. Try to analyze the readers attitude toward the topic.c. Initial resistance calls for more evidence.d. Learn why the reader is resistant so you can tailor your arguments to that resistance.Copyright Cengage Learning. All rights reserved. 7 | 15Copyright Cengage Learning. All righ

16、ts reserved. 7 | 16German: technical mattersAmerican: practical matter返回Copyright Cengage Learning. All rights reserved. 7 | 172.Effect on the Readera. Determine the effect of your proposal on the reader.b. Remember that the reader always wants to know “Whats in it for me?”c. Identify reader benefit

17、sdirect and indirect.Copyright Cengage Learning. All rights reserved. 7 | 183.Writer Credibilitya. Establish your own credibility by supplying convincing evidence.b. If appropriate, capitalize on your reputation or performance standing.Copyright Cengage Learning. All rights reserved. 7 | 19Establish

18、 your credibilitySupporting your message with factsNaming your sourcesBeing an expertEstablishing common groundBeing enthusiasticBeing objectiveBeing sincereBeing trustworthyHaving good intentions返回Copyright Cengage Learning. All rights reserved. 7 | 20二、Organizing a Persuasive RequestThe organizati

19、onal structure of the persuasive message will be determined by the purpose of the message and your knowledge of the reader.Copyright Cengage Learning. All rights reserved. 7 | 21（一）Determining How to Start the MessageMessages may be organized according to a direct plan or an indirect plan, depending

20、 on the readers attitude.Copyright Cengage Learning. All rights reserved. 7 | 221.Direct PlanPresent the Major Idea FirstUse the direct organizational plan for persuasive messages when any of the following conditions are present:a. You are writing to superiors within the organization.b. Your audienc

21、e is predisposed to listen objectively to your request.c. The proposal does not require strong persuasion.d. The proposal is long or complex.e. You know that your reader prefers the direct approach.Copyright Cengage Learning. All rights reserved. 7 | 232.Indirect PlanGain the Readers Attention First

22、（1）Use an indirect organizational plan for persuasive messages whena. Your reader will initially resist your suggestions.b. You are writing to subordinates.c. You know your reader prefers the indirect plan.d. You know there is a need for strong persuasion.（2） Use a rhetorical question or an unusual

23、fact or unexpected statement to gain the readers attention. This draws the reader into the letter or memo.（3）Keep the opening statement short and relevant to the purpose of the message.Copyright Cengage Learning. All rights reserved. 7 | 243.Creating Interest and Justifying Your RequestBegin the pro

24、cess of convincing the reader that your request is reasonable. Be objective, specific, logical, and reasonable; let your evidencefacts and statistics, expert opinions, and examplescarry the weight of your argument. Describe reader benefits, and give enough background information and evidence to enab

25、le the reader to make an informed decision.Copyright Cengage Learning. All rights reserved. 7 | 25How reader interest in yourpersuasive letter may be affected Negative previous experience. May be with you, your idea, your company, a similar product or service, or with other persuasive messages. Time

26、. Your reader may not wish to take the time to read your message. Money. Your suggestion may cost the reader (or the readers organization) money. Belief systems. Your readers beliefs may be incompatible with your request.Source: Adapted from: /bowman/c4dframe.htm, accessed 1

27、0/1/07.Copyright Cengage Learning. All rights reserved. 7 | 26What Is the Optimal Method to Get AttentionOriented to your persuasive goalRelevant to your audience needEvoke your audience interestCopyright Cengage Learning. All rights reserved. 7 | 27Building InterestAppeal ones emotional appealCopyr

28、ight Cengage Learning. All rights reserved. 7 | 28Increasing DesireCopyright Cengage Learning. All rights reserved. 7 | 29Gain the readers attention. Rhetorical question:What do you think the labor costs are for changing just one light bulb? $2? $5? More?Copyright Cengage Learning. All rights reserv

29、ed. 7 | 30Gain the readers attention. Unusual fact:Our company spent more money on janitorial service last year than on research and development. Reader/writer common ground:Automotive News calls our 6-year/100,000-mile warranty the best in the business.Copyright Cengage Learning. All rights reserve

30、d. 7 | 31Gain the readers attention. We believe the extensive publicity our sale will generate justifies your temporarily setting aside company policy and providing an in-store demonstrator. The ease of use that your representative will be able to display is sure to increase the sales of your microw

31、aves. Copyright Cengage Learning. All rights reserved. 7 | 32Gain the readers attention.Not: I know youre a busy person, but I would appreciate your completing this questionnaire.But: So that this information will be available for the financial managers attending our fall conference, I would appreci

32、ate your returning the questionnaire by May 15.Copyright Cengage Learning. All rights reserved. 7 | 33Gain the readers attention. Rhetorical question Thought-provoking statement Unusual fact Current event Anecdote Direct challengeCopyright Cengage Learning. All rights reserved. 7 | 34Gain the reader

33、s attention.Not: If you agree this proposal is worthwhile, please let me know by June 1.But: To enable us to have this plan in place before the opening of our new branch on June 1, simply initial this memo and return it to me.Copyright Cengage Learning. All rights reserved. 7 | 354.Dealing with Obst

34、aclesIgnoring the obstacles gives the reader a ready excuse to refuse your request. Instead, subordinate discussion of the obstacles by devoting relatively little space to them, by discussing obstacles in the same sentence with reader benefits, and by putting the discussion in the middle of a paragr

35、aph.Presenting all sidesUncovering audience objections through “What if?” scenariosAsking audience members for their thoughts onthe subject before building your argumentTurning problems into opportunities, whenever possibleCopyright Cengage Learning. All rights reserved. 7 | 37小王曾經(jīng)陷入了詐騙者巧妙設(shè)置的圈套里。詐騙者

36、在勸說(shuō)小王集資入股時(shí)，說(shuō)了以下這些話：“你如果投資20萬(wàn)元入股，在年底要分紅20萬(wàn)元，估計(jì)是不可能的，但是，分紅10萬(wàn)元是肯定不成問(wèn)題的?！本褪沁@么一句話，取得了小王的信任，使一開(kāi)始還猶豫不決的小王開(kāi)給騙子20萬(wàn)元的支票。騙術(shù)大功告成的決定性語(yǔ)言就是騙子說(shuō)的“在年底要分紅20萬(wàn)元，估計(jì)是不可能的”這句話。騙子巧妙地將負(fù)面信息融入了談話，才給予對(duì)方安心感。如果騙子說(shuō)的都是“好事”，估計(jì)任何人也不會(huì)輕信騙子的。 Copyright Cengage Learning. All rights reserved. 7 | 38推銷員：“先生，您好！” 客戶：“你是誰(shuí)??？” 推銷員：“我是公司的，今天我到

37、貴地，有兩件事專程來(lái)請(qǐng)教您這位附近最有名的老板。” 客戶：“附近最有名的老板？” 推銷員：“是啊！根據(jù)我打聽(tīng)的結(jié)果，大伙兒都說(shuō)這個(gè)問(wèn)題最好請(qǐng)教您。” 客戶：“哦！大伙兒都說(shuō)我啊！真不敢當(dāng)，到底什么問(wèn)題呢？” 推銷員：“實(shí)不相瞞，是” 客戶：“站著不方便，請(qǐng)進(jìn)來(lái)說(shuō)話吧！” Copyright Cengage Learning. All rights reserved. 7 | 39民盟示威者造成動(dòng)蕩的政治局勢(shì)給泰國(guó)民盟示威者造成動(dòng)蕩的政治局勢(shì)給泰國(guó)支柱產(chǎn)業(yè)旅游業(yè)造成巨大的負(fù)面影響。支柱產(chǎn)業(yè)旅游業(yè)造成巨大的負(fù)面影響。 當(dāng)時(shí)，為當(dāng)時(shí)，為消除外界對(duì)旅游安全的擔(dān)心，泰國(guó)政府制定了一消除外界對(duì)旅游安全的擔(dān)

38、心，泰國(guó)政府制定了一個(gè)優(yōu)惠政策，旅游代理商只需花個(gè)優(yōu)惠政策，旅游代理商只需花99美元，就可以美元，就可以到泰國(guó)考察旅游。結(jié)果，泰國(guó)迎來(lái)了超過(guò)到泰國(guó)考察旅游。結(jié)果，泰國(guó)迎來(lái)了超過(guò)3000個(gè)個(gè)旅游代理商，而且全球各大媒體就此事的追蹤報(bào)旅游代理商，而且全球各大媒體就此事的追蹤報(bào)道超過(guò)道超過(guò)7000篇。短短幾個(gè)月后，泰國(guó)旅游業(yè)就基篇。短短幾個(gè)月后，泰國(guó)旅游業(yè)就基本恢復(fù)。本恢復(fù)。 Copyright Cengage Learning. All rights reserved. 7 | 405.Motivating Action（1） Give a direct statement of your req

39、uest late in the message.（2）Make the specific action that you want clear and easy to take.（3）Ask for the desired action in a confident way.Copyright Cengage Learning. All rights reserved. 7 | 41 Balancing Emotion and LogicFeelingsReasonCopyright Cengage Learning. All rights reserved. 7 | 42三、Common

40、Types of Persuasive RequestsThree common situations may require a persuasive request:Copyright Cengage Learning. All rights reserved. 7 | 43（一）Selling an Idea1. Organize your message logically, showing what the problem is, how you intend to solve the problem, and why your solution is sound.2. Write

41、in an objective style.3. Provide evidence to support your claims.Copyright Cengage Learning. All rights reserved. 7 | 44（二）Requesting a Favor1. Begin with an attention-getter, and stress reader benefits.2. Discuss at least one reader benefit before you make your request. Explain why the favor is bei

42、ng asked, and continue to show how the reader will benefit.3. Be confident and positive.4. Make the action clear and easy to take.5. Make the request reasonable; do not ask someone else to do something you can do yourself.Copyright Cengage Learning. All rights reserved. 7 | 45Asking a favor If you a

43、re going to ask for a favor, ask for it. Acknowledge that it is a favor. If it is not optional, it is not a favor. A favor does not last forever. If it is a personal favor, emphasize that “no” is OK.Source: Adapted from: Artner, B. The art of asking for a favor. | Jan 11, 2001, http:/ accessed 10/1/

44、07.Copyright Cengage Learning. All rights reserved. 7 | 46（三）Writing a Persuasive Claim Showing anger in a persuasive claim letter is counterproductive. Remember that the person who reads the letter was not responsible for your problem.Explain in sufficient detail precisely what the problem is, how

45、it came about, and how you want the reader to resolve it. Be calm, objective, and courteous.Copyright Cengage Learning. All rights reserved. 7 | 471.Attention-Getting OpeningUnlike a routine claim letter, a persuasive claim letter should use an attention-getting opening that begins on a warm, releva

46、nt note and provides a smooth transition from the opening sentence.More EvidencePresent as much convincing evidence as possible. Explain fully the basis for your claim, and request a specific adjustment.Copyright Cengage Learning. All rights reserved. 7 | 48Opening paragraphsIdentify the difference

47、in the opening paragraphs of a routine and a persuasive claim letter.Routine Claim Letter Im writing to request that you replace the shirt I purchased because the color has faded.Persuasive Claim Letter Ive come to expect premium quality in the products I purchase from your company over the last ten

48、 years. You can imagine my disappointment when the shirt I purchased recently faded after it was washed the first time. Copyright Cengage Learning. All rights reserved. 7 | 49Answer A simple, clear statement of the problem can be used in a routine claim letter, when you are expecting no problem with

49、 receiving your request. However, when you have not received your requested action, you will avoid repeating a straightforward request. This time you will let the manufacturer know that you are a customer of long standing and that you are disappointed with their product. With the expression of an ex

50、tended personal relationship with the company, the reader is more likely to grant your request.Copyright Cengage Learning. All rights reserved. 7 | 50Identify emotionaland rational appeals Turn the emotional paragraph provided below into a rational paragraph. (Use different words, or even a differen

51、t topic, if you wish.)Smoking should be illegal because smokers only pollute the air others must breathe with noxious fumes and rotten breath. They also create mountains of disgusting litter by dropping their cigarette trash everywhere they go.Copyright Cengage Learning. All rights reserved. 7 | 51A

52、nswer Smoking in public should be illegal because nonsmokers are exposed to the unwanted effects of second-hand smoke. Also, many smokers leave cigarette trash on the ground, littering public areas.Copyright Cengage Learning. All rights reserved. 7 | 52四、Writing a Sales LetterA sales letter is desig

53、ned to promote the sale of a product or service. The indirect organizational plan is used for sales letters. It is sometimes called the AIDA plan, because you first gain the readers attention, then create interest in and desire for the benefits of your product, and finally motivate action.Copyright

54、Cengage Learning. All rights reserved. 7 | 53Applying the AIDA ModelCopyright Cengage Learning. All rights reserved. 7 | 54（一）Selecting a Central Selling ThemeKnow the facts about the product, and learn how your product is different from that of the competition. Then choose a central selling themea

55、major reader benefit that you will emphasize. Achieve this by using position (introducing the central selling theme as early as possible) and repetition (referring to it frequently throughout the letter).Copyright Cengage Learning. All rights reserved. 7 | 55（二）Gaining the Readers AttentionA reply t

56、o a request for product information from a potential customer is called a solicited sales letter. An unsolicited sales letter is a letter promoting a firms products that is mailed to potential customers who have not expressed any interest in the product.Your opening should be interesting, short, and

57、 original. The types of opening sentences that have proved effective for sales letters include a rhetorical question, a thought-provoking statement, an unusual fact, a current event, an anecdote, and a direct challenge. Unless you can motivate the audience to keep reading, you are not going to make

58、a sale.Copyright Cengage Learning. All rights reserved. 7 | 56Getting AttentionCopyright Cengage Learning. All rights reserved. 7 | 57（三）Creating Interest and Building DesireThe major part of the letter is devoted to creating interest in the product and building desire for it.1.Interpreting Features

59、Do not just describe the products features; interpret them. When you are promoting a product to experts, concentrate on its features. Otherwise, focus on the derived benefitthe benefit a user receives from a product or serviceCopyright Cengage Learning. All rights reserved. 7 | 58Interpretdont just

60、describe.Not: The Comfy Lap Desk is 13 by 31. But: The Comfy Lap Desks 13-by-31 surface provides enough room to hold an open encyclopedia and still have room to take notes.Copyright Cengage Learning. All rights reserved. 7 | 59Interpretdont just describe.Not: This portable desk weighs only 12 ounces