综合商务英语B1 课件 Unit 6 Markets

综合商务英语（第1册）Unit6

（第二版）Markets目录CONTENTS1Lead-inThreeQuestions2TextA

SellingonTikTokandTaobao3ExercisesReferenceKeys4TextB55StepstoValidateIdeaBeforeEnteringtheMarketCaseStudyLead-in第六单元1Lead-inThreequestions1.

Whatisamarketingstrategy?2.

Howmuchdoyouknowaboutlive-streamcommerce?3.

Pleaseexplainthebenefitsoflive-streamcommerce.Open-mindedTextASellingonTikTokandTaobao第六单元2QuestionsonTextA

(1)

Howdoyouunderstandthelive-streamcommercemarketfromtextA?(2)

Whichproductsbenefitmoregreatlyfromlive-streamcommerce?(3)

Specifyfivemainobjectivesforthecompanieswhoareembracinglive-streamcommerce.(4)

TakingWalmartasanexample,howdoyouthinkanestablishedbrandpresentsamodernandinnovativeimagetocustomers?(5)

Howdoesacompanyattempttoreachnewconsumersegmentsintoday’smarketingsituation?Haveadiscussionwithyourpartnerorgroupmembers.QuestionsonTextA(1)

Howdoyouunderstandthelive-streamcommercemarketfromtextA?Live-streamcommerceintegratesproductdemonstrationwithabilitytopurchaseinstantly,whichhasabroadprospectsfordevelopment.Live-streamingisapowerfulmeansofnotonlymakingconsumersawareofproductalternativesorcategoriesbutalsoofteachingconsumershowtouseaproduct.Italsoproducessomedramaticresultsforcompanieswhentheyarelaunchingnewproducts.QuestionsonTextA(2)

Whichproductsbenefitmoregreatlyfromlive-streamcommerce?Live-streamcommercehasprovenparticularlyattractivetobeautyandfashionbrands.Forexample,AtNordstrom,forinstance,50%oflive-streameventswerebeautyfocusedin2021.Moreandmorecompaniesarebeginningtoorderproductsandservicesvialive-stream,includingFerragamoandCartierinluxurygoods,Lowe’sinhomeimprovement,andWalmartinmultipleproductcategories,

etc.QuestionsonTextA(3)

Specifyfivemainobjectivesforthecompanieswhoareembracinglive-streamcommerce.Therearefivemainobjectives:generateimmediatesales,reachnewconsumersegments,introducenewproducts,educateconsumers,andcreatebuzz.Specifically,togenerateimmediatesalesisusuallytheobjectiveforlow-commitmentproductsandservices,nottooexpensiveorcomplicated.Toreachnewconsumersegmentsmeansturningtoothercustomersandexcavatingnewopportunities.live-streamcommercehasproducedsomedramaticresultsforcompanieslaunchingnewproducts.QuestionsonTextABesides,itisapowerfulmeansofnotonlymakingconsumersawareofproductalternativesorcategoriesbutalsoofteachingconsumershowtouseaproduct.Finally,live-streamcommerceeventsgeneratebuzzthankstotheirnovelty,thesenseofcommunitythesecompaniescanbuild,andtheexcitementthehostscreate.QuestionsonTextA

(4)

TakingWalmartasanexample,howdoyouthinkanestablishedbrandpresentsamodernandinnovativeimagetocustomers?Walmartembracesthelive-streamcommercetobuildconsumerengagementandpresentsamodern,innovativeimagetocustomers.AlthoughWalmarthassome4,700U.S.storesandmorethan10,000worldwide,italsoscheduledtorunmorethan100live-streameventsin2022,upfrom30in2021.QuestionsonTextA(5)

Howdoesacompanyattempttoreachnewconsumersegmentsintoday’smarketingsituation?Haveadiscussionwithyourpartnerorgroupmembers.Welearnfromthetextthatmostluxurybrands’demographicsareskewedtowardsolderconsumers,yetthebrandsmustreachyoungerconsumerstobuildtheirfuturesuccess.Toachievethisgoal,acompanymayinvitecelebritiesorinfluencersandarrangesTikTokeventsthatrunoninfluencers’channels,whichisthemostrealisticanddirectmethodtostimulateconsumptionandgainasoundreturnasaresult.U1:SellingonTikTokandTaobao1

InChina,whereAlibaba’sTaobaoplatformprovidesanappthatintegratesproductdemonstrationwiththeabilitytopurchaseinstantly,thelive-streamcommercemarkethit1.2trillionyuan(roughly$200billion)in2020,accountingfor10%oftheonlineshoppingmarket.Itisprojectedtoaccountforasmuchas20%to25%ofonlinesalesin2023,accordingtoiResearchChina[1].U1:SellingonTikTokandTaobaoIntheUnitedStates,live-streamcommerceaccountedfor$6billioninsalesin2020and$11billionin2021,andgrowthisincreasingdramatically:Revenuesin2023areprojectedtoreach$26billion,accordingtoStatista.Q1:Howdoyouunderstandthelive-streamcommercemarketfromtextA?2

IntheUnitedStates,live-streamcommercehasprovenparticularlyattractivetobeautyandfashionbrands.AtNordstrom[2],forinstance,50%oflive-streameventswerebeautyfocusedin2021.Butagrowingrangeofcompaniesarealsobeginningtoorderproductsandservicesvialive-stream,includingFerragamo[3]andCartier[4]inluxurygoods,Lowe’sinhomeimprovement,andWalmart[5]inmultipleproductcategories.Walmart’sentryinparticularillustrateshowestablishedbrandsareembracinglive-streamcommerceasawaytobuildconsumerengagementandpresentamodern,innovativeimagetocustomers.Onesignoftheformat’spotential:AlthoughWalmarthassome4,700U.S.storesandmorethan10,000worldwide,itschiefmarketingofficer,WilliamWhite,says,“Thefutureofretailliesinsocialcommerce.”Walmartisscheduledtorunmorethan100live-streameventsin2022,upfrom30in2021.Q2:Whichproductsbenefitmoregreatlyfromlive-streamcommerce?3

Anobviousreasoncompaniesareembracinglive-streamcommerceistodriveshort-runrevenue,butit’snottheonlyone.Accordingtointerviewswithexecutivesatarangeofcompaniesexperimentingwiththeformat,therearefivemainobjectives:generateimmediatesales,reachnewconsumersegments,introducenewproducts,educateconsumers,andcreatebuzz.Q3:Specifyfivemainobjectivesforthecompanieswhoareembracinglive-streamcommerce.4

Aboosttoshort-runsalesisusuallytheobjectiveforlow-commitmentproductsandservices—thosethatarenottooexpensiveorcomplicated.Indeed,muchofthesuccessoftheTaobaoLiveplatforminChinacomesfromlive-streamingintheseproductcategories.Eventscanbesurprisinglyinformalandimprovised:Some60%ofTaobaoLivesessionsarebroadcastfromstoresandusesalesassociatesasthedemonstratorsandKOLs.Taobaoexecutivesliketosaythatallyouneedinordertosellontheirplatformisacameraandamobilephone.Similarly,intheUnitedStates,Nordstromhashadsuccesswithlive-streamshoppingeventshostedbystoreemployees.Theseeffortsrepresenttrueonline/offlineintegrationandanewformoftheomnichannelapproach.5Live-streamismostpopularwithmembersofGenZ[6]andyoungerMillennials--attractivetargetmarketsformanybrands.AsDaniellaVitale,Ferragamo’sNorthAmericaCEO,pointsout,thedemographicsformostluxurybrandsskewolder,yetthebrandsmustreachyoungerconsumerstobuildtheirfuturesuccess.Todothat,Vitale’steamselectscelebritiesandinfluencersandarrangesTikTokeventsthatrunoninfluencers’channels,sincethosesitesareconsidered“moreauthentic”thanachannelownedbythebrand.6Live-streamcommercehasproducedsomedramaticresultsforcompanies

launchingnewproducts.JimmyChoo,forexample,hashadsubstantialsuccessinAsialaunchingsneakersathighpricepoints.HelenePhillips,JimmyChoo’sseniorvicepresident,tellsofsuccessusingKOLsonalive-streamcommerceeventthatreached16millioneyeballsandsold300pairsofsneakersinminutesonTmall.Thatmaynotseemlikehighdemand,butasPhillipsexplains,scarcityiscriticalforluxuryproducts:“Youwanttoselloutquickly,andyoucan’tbetooavailable.”7Live-streamingisapowerfulmeansofnotonlymakingconsumersawareofproductalternativesorcategoriesbutalsoofteachingconsumershowtouseaproduct.Lowe’srunslive-streamcommerceeventstoeducateviewersonproductusageandtodriveonlinesales.live-streamfashionshowsintroduceconsumerstonewstylesandencouragesales.live-streamcookingdemonstrationsgiveparticipantstheabilitytopurchaseingredientsorutensils.Albertsons[7],themegasupermarketchain,hasrunitsownsuccessfullive-streamcommerceeventsusingtheFireworkplatform.Amoredirectformofeducationoccurswhenconsumerscanlive-streamwithasalesassociateinthestore.UsinganappsuchasHero,aconsumercanchatwithasalesassociatewhocanexplainaproductandsendphotos.8Whendonewell,live-streamcommerceeventsgeneratebuzzthankstotheirnovelty,thesenseofcommunitytheycanbuild,andtheexcitementthehostscreate.MarkYuan,thecofounderofWonderLiveShopping,alive-streamcommerceplatforminbetatesting,explainsthatwhenconsumersdevelopahabitofaccessingthesameinfluencerchannelontheappsite,theybecomeloyaltothehostandthatcommunity.Asuccessfullive-streameventcanleadtomoresalesaftertheevent—largelyowingtowordofmouth.Thiscascadeeffectdependsontheproductcategory:Fashionandluxurybrands,forinstance,mayprovideahighsocialvaluetoconsumerswhosharethemwithfriendsandacquaintances.9Live-streamcommerceisataninflectionpointintheUnitedStates.Marketingexecutiveshavebeencreatingtheirownroadmaps,experimentingandinvestinginlive-streamcommerceaspartoftheirintegratedmarketingstrategies.Togainearlymoveradvantageandreapnetworkeffects,companiesneedtostartearly,learnfast,andbuildlargeaudiencesbeforecompetitorscanmakesignificantinroads.Thespoilswillgotothecompaniesthatgetitrightquickly.live-stream/ˈlaɪvstri:m/v.tobroadcastvideoandsoundofaneventovertheinternetasithappens,ortobebroadcastinthisway互联网直播；线上直播eg:TV3在其网站上直播了该节目。—TV3islive-streamingtheshowthroughitswebsite.

segment/ˈseɡmənt/n.oneofthesmallergroupsoramountsthatalargergrouporamountcanbedividedinto（群体或事物）的部分(CET-4;CET-6)eg:每一种产品都有特定的细分市场。—Eachoftheseproductsisaimedataspecificmarketsegment.improvise/ˈɪmprəvaɪz/v.toinventormakesomething,suchasaspeechoradevice,atthetimewhenitisneededwithoutalreadyhavingplannedit临时做；即兴做(TOEFL;GRE)

eg:我事先没有准备演讲稿，所以我只能即兴演讲。—Ihadn'tpreparedaspeechsoIsuddenlyhadtoimprovise.launch/lɑːntʃ/v.tointroduceanewproductorserviceforsale（产品）上市；发行(CET-4;CET-6)eg:制造商推出了一款新汽车，将于今年春天上市。—Themanufacturerhaslaunchedanewcar,whichwillgoonsalethisspring.inflection/ɪnˈflekʃən/n.achangeofcurvatureformconvextoconcaveataparticularpointonacurve回折；拐点(TEM-8;GMAT)eg:住房市场的拐点分析是基于房地产费用特征来进行的。—AnalysisofHousingMarketInflectionPointbasedonRealEstateExpenseCharacteristic.structureoftextALive-streamcommerceintegratesproductdemonstrationwithabilitytopurchaseinstantly,whichhasabroadprospectsfordevelopment.·genenrateimmediatesales·reachnewconsumersegments·newproduct·educateconsumer·crearebuzz·walmet·NordstormIntroductionObjectivesofcompaniesFamousbrandsResultmanyluxurybrandstowardsoldconsumersExercises第六单元32.Paraphrase:Replacetheexpressionsofthebold.

(1)Asuccessfullive-streameventcanleadtomoresalesaftertheevent-largelyowingtowordofmouth.

wordofmouth:ontheblob;expressedorally;inwordAsuccessfullive-streameventcanincreasesalessoonaftertheeventbecausetheproductorserviceinquestionisrecommendedorallyfrompersonto

person.(2)Thelive-streamcommercemarkethit1.2trillionyuan(roughly$200billion)in2020,accountingfor10%oftheonlineshoppingmarket.

accountfor:occupy;givereasonsfor;takeupIn2020,thelive-streamcommercesectorwillbeworth1.2trillionyuan(about$200billion),

occupying10%oftheonlineshoppingmarket.(3)Revenuesin2023areprojectedtoreach$26

billion,accordingtoStatista.

beprojectedto:beexpectedto;predict;anticipateAccordingtoStatista,revenuesin2023areexpectedtoexceed$26billion.2.Paraphrase:Replacetheexpressionsofthebold.

2.Paraphrase:Replacetheexpressionsofthebold.(4)Live-streamcommercehasproducedsome

dramaticresultsforcompanieslaunchingnewproducts.launch:rollout;unveil;bringoutLive-streamcommercehasbroughtmanygreatresultsforcompaniesrollingoutnewproducts.(5)Anobviousreasoncompaniesareembracinglive-streamcommerceistodriveshort-runrevenue,butit’snottheonlyone.

embrace:adopt;accept;takeintoconsiderationDrivingimmediaterevenueisoneobviousreasonwhycompaniesareadoptinglive

streamcommerce,butit’snottheonlyone.2.Paraphrase:Replacetheexpressionsofthebold.3.

Vocabulary:Fillintheblankswiththewordsandexpressionsintheboxrelatedtomarkettypesandmarketoperations.

a.marketshareb.marketdemandc.marketresearchd.inthemarketfore.onthemarketf.outofmarketg.upmarketh.downmarketi.massmarket1)Thecompanycarriedalargescale_____.Afteranalyzing

the______andsupply,theychangedthemarketingstrategyinordertoincreasethe_______oftheirproducts.cba

a.Marketshareb.Marketdemandc.Marketresearchd.Inthemarketfore.Onthemarketf.Outofmarketg.Upmarketh.Downmarketi.Massmarket2)AChinesetraderinIndonesiafoundtheconsumerswere______cheapumbrellas,buttherewerenotmuchchoicesavailable______.Somemanufacturerspriced______themselves.3)Manufacturesdesignandselltheirproductstodifferenttargetconsumers.Somecompaniesprovide_______orluxurygoodstohigh-incomeconsumers,someoffer_______commoditiestolow-incomebuyers,andmostothersaimatthe______defghi

whichrefertothelargenumbersofcommonconsumers.4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyThemarketforaparticulartypeofthingisthenumberofpeoplewhowanttobuyit,ortheareaoftheworldinwhichitissold.Everybusinessfirmhastheirtargetmarketandconsumers.Marketscanbedividedintodifferent(1)______groupsaccordingtoseveralcriteria.Thisprocessiscalledmarketsegmentation.Fourcommonbasesfor(2)_______consumermarketsaregeographical,demographic,psychographicandproduct-related.Geographicalsegmentationisto(3)_______amarketintohomogeneousgroupsonthebasisofpopulationlocations.[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyFKA

Forexample,aninternationalautomobilemanufacturermaydivideitsmarketintotheAsianmarket,thenorthAmericanmarketandtheEuropeanmarket,whilea(4)_______Chinesecarproducermaydivideitsmarketintonorthernmarket,middle-westmarketandsouthernmarketwithinthecountry.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyGThemostcommonmethodofmarketsegmentationisdemographicsegmentation,whichdistinguishesmarketsonthebasisofvariousdemographicorsocioeconomiccharacteristicsincludingincome,age,gender,occupation,familysize,stageinthefamilylifecycle,andeducation,etc.Forexample,someclothingproducersmakeitemsformenandwomen,whilesomemanufacturers(5)_______inproducingshoesforchildren.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyLInrecentyears,marketresearchershavetriedalotofpsychologicalsegmentation,whichdividesconsumermarketsintogroupswith(6)_______psychologicalcharacteristicslikevalues,personality,lifestyles,andbehaviorpatterns.Lifestyleisthesumofpeople’sneeds,preferences,motives,attitudes,socialhabitsandculturalbackground.Itconsidershowpeoplespendtheirleisure,

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyBandwhichexternalinfluencestheyaremost(7)_______toandinfluencedby.Psychographicsenablesmarketerstoidentifytightlydefinedmarketsegmentsandbetter(8)_______consumermotivationsforproductorbrandchoice.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyHMProduct-relatedsegmentationdividesaconsumermarketintogroupsbasedonbuyer’srelationshiptothegoodorservice.Therearethreemostpopularapproachestoproductrelatedsegmentation—benefitstssought,usageratesandbrandloyaltylevels.Whenchoosingacertainproduct,consumersmay(9)_______variousbenefitstslikecomfort,safety,convenience,durability,etc.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyEDifferencesinbenefitstssoughtcanshapewhichproductsacustomerselectsorhowcustomersuseagivenproduct.Segmentationbyproductusagerates(10)_______definessuchcategoriesasheavyusers,mediumusersandlightusers.Brandloyaltyreferstothedegreetowhichconsumersrecognize,preferandinsistonaparticularbrand.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyO5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(1)However,theconstantcallforinnovationandnewfunctionalitycanleavebothusers

andcompaniesscrambling.然而，市场对创新和新功能的不断追求让消费者和手机制造公司都疲于奔命。(2)Itonlytakesonemisstepandtheworldwilltramplethem.只要走错一步，全世界都会对它弃如敝屣。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(3)TheGalaxyNotesafetyfiascowasunfortunate,butthedeviceitselfisoneofthebestonthemarket.三星GalaxyNote手机的安全事件令人遗憾，但是三星手机本身仍然是市场的佼佼者。(4)Onedayvirtualrealitywillrevolutionizetheentertainmentindustry.有朝一日虚拟现实将给娱乐业带来一场革命。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(5)YouneedacompellingreasontomaketheBoardofDirectorstoinvest.你需要一个非常有说服力的理由才能让董事会投资。6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(1)我们的产品在国际市场上具有竞争力。(becompetitivein)Ourproductsarecompetitiveintheinternationalmarket.(2)他们详细地讨论了怎样增加你方产品的销售。(talkover)Theytalkedoveratgreatlengththematterofhowtoincreasethesaleofyourproducts.6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(3)根据你方的市场情况，我们确信今年你们有望销得更好。(besurethat)Wearesurethatyoucansellmorethisyearaccordingtothemarketingconditionsatyourend.(4)根据去年的销售记录，你能完成的最大年销售量是多少呢？(accordingto)

Accordingtolastyear’ssalesrecord,whatisthemaximumannualturnoveryoucouldfulfill？6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(5)我们确信，年轻一代将不会辜负我们的信任。(beconfidentthat)Weareconfidentthattheyoungergenerationwillproveworthyofourtrust.Workinpairstosimulateabusinesssituation.Acustomerisbuyingasmartphoneinalargecellphonestore.Onestudentactsasthecustomer,andtheotheractsasthesalesperson.Presentadialoguebasedonthefollowingquestionsandthenexchangeroles.Role-play1.Doesthecustomerpreferaparticularbrand？2.Howmuchisthecustomer’sbudget？3.Whatfunctionsareimportantforthecustomer？4.Isthereanysalespromotioninthestore？5.Canthecustomerenjoyanypricereductionordiscount？6.Couldthecustomerpayoninstallments？7.Doesthecustomerneedanysparepartsofthecellphone？8.Isthereanyspecialrequirement？Afteryouhavefinishedthetalkwithyourpartner,writeabriefsummaryaboutthecustomer’sbuyingbehavior.Role-playMr.Wangwantstobuyasmartphone.Heprefersalocalbrandratherthananinternationalbrandbecausehisbudgetislimited.Hewantstospendabout2,000yuanonthephone.Hepaysmuchattentiontocameraandmemorycapacityofthephone.Therearesomesalespromotionandspecialofferontwoparticularbrandsinthestore.Forcellphonessoldmorethan1,000yuan,hecanenjoyinstallmentsservice.HealsowantstobuyaBluetoothheadset.Heprefersablackphone.ReferenceKeytoRole-playTextBBusinessCycle第六单元4QuestionsonTextB1.Whydidmanybusinessideasfailinpractice?2.HowsuccessfulisDaneMaxwellinbusiness?3.Whatisthefive-stepmethodologytotestbusinessideas?4.Howtoidentifyyourpotentialclients?5.WhatdoyouthinkofDane’smethodology?QuestionsonTextB1.Whydidmanybusinessideasfailinpractice?Openquestion.Example:Ithinkbusinessideasfailmainlybecausetherealbusinesspracticeismorecomplexthanyouhaveimagined.2.HowsuccessfulisDaneMaxwellinbusiness?DaneMaxwellisaserialentrepreneurwhohasfoundedmultiple7-figurecompanies,primarilyintheworldofsoftware.QuestionsonTextB3.Whatisthefive-stepmethodologytotestbusinessideas?(1)Identifywhoyouwanttoserve.(2)Speaktorealpeoplewithinthescopeofwhomyouwanttoserve.(3)Getyourfootinthedoor.(4)Findtheirbiggestpain.(5)Priceyourproduct.QuestionsonTextB4.Howtoidentifyyourpotentialclients?Agoodwaytodecidewhoyouwanttoserveistolooktoyourcorevalues.Choosetoservesomebodywhoyoubelieveisdoingrealgoodintheworldandwhoyouwanttosupportandseesucceed.5.WhatdoyouthinkofDane’smethodology?Openquestion.Example:IthinkDane’smethodologyisveryusefulforITfirmsbutitmaynotbesuitableforalltypesofbusinesses.U6:5StepstoValidateYourBusinessIdeaBefore

EnteringtheMarket

Manyentrepreneursgoallinonanideatheythoughtwouldwork,butendsupbeingahugebustinthemarket.“Themostdangerouswordinbusinessistoguess.Themost

importantwordis‘predictability.’”saysDaneMaxwell,aserialentrepreneurwho’sfoundedmultiple7-figurecompanies,primarilyintheworldofsoftware.

Maxwellhasoveradecadeofexperienceinbusiness,andheswearsbyonething:predictingthesuccessofaproductinadvance.Maxwellsharesthefive-stepmethodologytovalidatebusinessideasthathasearnedhimmillions.1.Identifywhoyouwanttoserve.Choosetoservesomebodywhoyoubelieveisdoingrealgoodintheworldandwhoyouwanttosupportandseesucceed.Inhelpingthem,youalignwiththeircause.Agoodwaytodecidewhoyouwanttoserveistolooktoyourcorevalues.Forexample,ifyouvaluehealthandpersonalempowerment,youmightserveyogastudios.2.Speaktorealpeoplewithinthescopeofwhoyouwanttoserve.Onceyou’vefiguredoutwhoyouwanttohelp,getintouchwiththem.Thiswilltakeyourbusinessideafromabstracttoconcrete,byputtingittothetestandactuallyseeingifyourclientfindsitvaluableandwouldbewillingtopayforit.Thequickestwaytodothisistocallthem.3.Getyourfootinthedoor.Whensomeoneanswersthephone,youmightsay,“I’vegotthisideaI’mworkingon.I’mnotsureifit’sanygood,butIwantedtopitchittoyoutoseeifit’sgood.”“Iusethat

openerevertime,”Maxwellsays.“I’venevergottena‘no’fromthat.”Thislineispowerfulbecauseitsetstheotherpersonuptolistenfromaplaceofgratitudeandappreciation.Theyimmediatelyshiftgearsintobeingopentoreceivevalue,willingtoworkwithyoutodevelopanideathattheywouldbenefitfrom.

4.Findtheirbiggestpain.Pitchyourinitialideatothepersonyou’respeakingwith,butdon’texpectittobetheproductorservicemostneededbyyourclient.Afteryouproposeyouridea,listentowhattheotherpersonsays—doesyourideasolvetheirbiggestproblem,oristhereanotherproblemthey’dreallylikehelpwith？Yourgoalistoidentifyyourclient’sdeepestsourceofpainandtodevelopaproductideathatwillremoveitforthem.“Here’sthetruthaboutrealbusinesses,”Maxwellsays.“Assoonasyoucomeupwithsomethingpainfulyou’reinbusiness.”5.Priceyourproduct.Whileyou’vestillgotyourpotentialclientonthephone,askthemwhatthey’dbewillingtopayforyourproduct.Doesthispriceseemfairtoyou？Ifnot,haveaconversation

tonegotiateafairprice.“Youwanttochargebasedontheendresultyoudeliver,”Maxwellsays.“Saythatyouwanttogetapricefairforbothofyou.Ifthepersonsaysapriceyoudon’tlike,saythatyouwouldfeelbeingtakenadvantageofatthatprice.Behonest.”validate /'vælIdeIt/ v.Tovalidatesomethingsuchasaclaimorstatementmeanstoproveorconfirmthatitistrueorcorrect.证实(CET-6;TEM-8)eg:地方政府采取的经济措施需要在实践中验证。—Theeconomicmeasurestakenbythelocalgovernmentneedtobevalidatedinpractice.align /ə'laIn/ v.

Ifyoualignyourselfwithaparticulargroup,yousupportthembecause

youhavethesameaim;keepconsistent与……结盟；保持一致(TEM-8;CET-6)eg:最佳方法就是将你的目标与对生活的热情结合起来。—Thebestwayistoalignyourgoalswithyourlifeandpassions.empowerment /Im'paʊəment/ n.Theempowermentofapersonorgroupofpeopleis

theprocessofgivingthempowerandstatusinaparticularsituation.权力赋予；授权

(TEM-8;CET-6)eg:电子授权是随着网上支付的发展而产生的新问题。—Electronicempowermentisanewissuearisingfromthedevelopmentofonlinepayment.identify /aI'dentIfaI/ v.Ifyoucanidentifysomeoneorsomething,youareabletorecognizethemordistinguishthemfromothe