商务交流第七章

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大学生推销自己出奇招大学生推销自己出奇招 “福娃福娃”喻己引人注意喻己引人注意 有大学生用板子撑起自己的应聘书，上面有大学生用板子撑起自己的应聘书，上面5个奥运福娃个奥运福娃显得别致有趣，下面的几行说明是一种巧妙的毛遂自荐，显得别致有趣，下面的几行说明是一种巧妙的毛遂自荐，委婉地告诉用人单位，如果录用了自己将有多么大的价值，委婉地告诉用人单位，如果录用了自己将有多么大的价值，无论是对单位，还是对自己。鲤鱼形象的无论是对单位

3、，还是对自己。鲤鱼形象的“贝贝贝贝”被喻为鲤被喻为鲤鱼跃龙门，将前程无量。鱼跃龙门，将前程无量。“晶晶晶晶”大熊猫是国宝，寓意自己大熊猫是国宝，寓意自己不久的将来也将成为用人单位的宝贝。不久的将来也将成为用人单位的宝贝。“欢欢欢欢”是一团火，是一团火，寓意自己热情似火，干什么事情都有激情。寓意自己热情似火，干什么事情都有激情。“迎迎迎迎”藏羚羊藏羚羊寓意不害怕艰苦环境，不怕吃苦。寓意不害怕艰苦环境，不怕吃苦。“妮妮妮妮”小燕子寓意自己小燕子寓意自己聪明敏捷。虽然简简单单一张应聘书，却被该学生搞得别聪明敏捷。虽然简简单单一张应聘书，却被该学生搞得别出心裁，有创意，结果不少用人单位主动找到这位大学

4、生，出心裁，有创意，结果不少用人单位主动找到这位大学生，抛出抛出“绣球绣球”。 “我认为这么做有些牵强，不如把功夫用到踏踏实实做事我认为这么做有些牵强，不如把功夫用到踏踏实实做事上，这位大学生真有这么优秀吗？上，这位大学生真有这么优秀吗？”现场一家用人单位的招现场一家用人单位的招聘负责人直言不讳地说。聘负责人直言不讳地说。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要让对方把握你讲话的主题，而你自己必须明白讲话的目的，这很重要。 林肯 Copyright Cengage Learning. All rights reserved. 7 | 1

10、0案例1:两个擦鞋匠的差异案例2: 上门推销不招人厌烦的奇招 不论推销什不论推销什么，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尽可能地了尽可能地了解它。解它。 卡耐基卡耐基Copyright Cengage Learning. All rights reserved. 7 | 11案例1:两个擦鞋匠的差异 “请坐，我为您擦擦皮鞋吧，又光又亮。” “约会前，请先擦一下皮鞋吧。” “为约会而擦鞋” “为擦鞋而擦鞋” 心理需求Copyright Cengage Learning. All rights reserved. 7 | 12案例2:上门推销不招人厌烦的奇招 凡是上门推销产品

11、或者做广告的人都深有体会：客户是厌凡是上门推销产品或者做广告的人都深有体会：客户是厌烦的，而且冷脸听不得你的解说。静下来从顾客的角度仔细烦的，而且冷脸听不得你的解说。静下来从顾客的角度仔细想想：现在上门推销的数不胜数，确实让人烦不胜烦，顾客想想：现在上门推销的数不胜数，确实让人烦不胜烦，顾客对于上门推销员的态度，几乎跟打发叫花子差不多。但是你对于上门推销员的态度，几乎跟打发叫花子差不多。但是你想过没有？商家和每个人最希望什么？最不烦什么？是财神想过没有？商家和每个人最希望什么？最不烦什么？是财神爷！中国人都对财神爷毕恭毕敬，对之奉若神明，因为每个爷！中国人都对财神爷毕恭毕敬，对之奉若神明，因为

12、每个人都有一种发财的美好愿望。人都有一种发财的美好愿望。 所以所以你可以找一个有富相的人，然后去演出服装店订做你可以找一个有富相的人，然后去演出服装店订做一套财神爷的古装，扮演成财神爷去各家推销了，如果能再一套财神爷的古装，扮演成财神爷去各家推销了，如果能再找上两个童男玉女陪伴左右打着找上两个童男玉女陪伴左右打着“财神到财神到”的幌子，那效果的幌子，那效果就更好了！别忘了送上招财进宝的帖子和工艺元宝只类的小就更好了！别忘了送上招财进宝的帖子和工艺元宝只类的小礼品。保证谁也不会对礼品。保证谁也不会对“财神爷财神爷”冷脸以对，更不会把财神冷脸以对，更不会把财神爷赶出门（因为这样犯忌讳），他们都会笑

13、脸相迎、毕恭毕爷赶出门（因为这样犯忌讳），他们都会笑脸相迎、毕恭毕敬，而且会客气地让座、倒茶，有了这个开局，你的推销就敬，而且会客气地让座、倒茶，有了这个开局，你的推销就顺理成章了。不管买卖成不成交，你给他已经留下了深刻印顺理成章了。不管买卖成不成交，你给他已经留下了深刻印象，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小王曾经陷入了诈骗者巧妙设置的圈套里。诈骗者

36、在劝说小王集资入股时，说了以下这些话：“你如果投资20万元入股，在年底要分红20万元，估计是不可能的，但是，分红10万元是肯定不成问题的。”就是这么一句话，取得了小王的信任，使一开始还犹豫不决的小王开给骗子20万元的支票。骗术大功告成的决定性语言就是骗子说的“在年底要分红20万元，估计是不可能的”这句话。骗子巧妙地将负面信息融入了谈话，才给予对方安心感。如果骗子说的都是“好事”，估计任何人也不会轻信骗子的。 Copyright Cengage Learning. All rights reserved. 7 | 38推销员：“先生，您好！” 客户：“你是谁啊？” 推销员：“我是公司的，今天我到

37、贵地，有两件事专程来请教您这位附近最有名的老板。” 客户：“附近最有名的老板？” 推销员：“是啊！根据我打听的结果，大伙儿都说这个问题最好请教您。” 客户：“哦！大伙儿都说我啊！真不敢当，到底什么问题呢？” 推销员：“实不相瞒，是” 客户：“站着不方便，请进来说话吧！” Copyright Cengage Learning. All rights reserved. 7 | 39民盟示威者造成动荡的政治局势给泰国民盟示威者造成动荡的政治局势给泰国支柱产业旅游业造成巨大的负面影响。支柱产业旅游业造成巨大的负面影响。 当时，为当时，为消除外界对旅游安全的担心，泰国政府制定了一消除外界对旅游安全的担

38、心，泰国政府制定了一个优惠政策，旅游代理商只需花个优惠政策，旅游代理商只需花99美元，就可以美元，就可以到泰国考察旅游。结果，泰国迎来了超过到泰国考察旅游。结果，泰国迎来了超过3000个个旅游代理商，而且全球各大媒体就此事的追踪报旅游代理商，而且全球各大媒体就此事的追踪报道超过道超过7000篇。短短几个月后，泰国旅游业就基篇。短短几个月后，泰国旅游业就基本恢复。本恢复。 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