好的英文能力对于商业跨国沟通十分重要, J 观点商业英文笔记(Jeff Business English)创办人Jeff老师与工商时报合作,为读者推出商务英语学习系列文章,首发内容推出“简报英语基础系列之如何做好产品DEMO”。多数人提到要跟谁学习简报技巧,脑中一定会浮现苹果创办人贾伯斯,他的简报从字体到版面风格也已经成为产品发表会上的经典。但贾伯斯简报中有一块很重要,但却很少有人注意到的关键,就是如何DEMO“产品操作展示”。Jeff老师从贾伯斯在2007年推出iPhone时,如何展示其音乐播放功能的桥段为例,带领读者学习商务英语简报“产品Demo”关键五要点!
Tip 1
开场要先创造期待感
开场相当重要,是区别简报精采与否的关键点。绝大多数产品不见得能像iPhone这样划时代,研发时间也不见得有2年半这么长,但仍然可以诚挚的跟目标对象分享努力的成果。这份“时间所累积出的价值感”才是重点。
贾伯斯是这样讲的:“This is the day that I've been looking forward to for two and half years.”,换个口吻你可以说:“We've got some really cool breakthroughs in the past 6 months.”
Tip 2
DEMO要清楚讲解每个动作
当你要开始DEMO时,大家很容易迷失。因为不知道现在你要干嘛?所以必须说明清楚。
贾伯斯是这么说的:“I've got some special iPhone up here that has a special board in it, and there is a cord attached to it, so you can see what it really looks like.”
“I've got a camera here, so you can see what I am doing with my fingers for a few seconds,And to unlock the phone, I just take my finger and slide it across.”
Tip 3
自问自答创造出便利感
选择产品特色时,基本上把握下列几个原则:人脑只对于‘比较过后有差异’的东西会有感觉,展现的特色一定要比以前简单、好用、更直觉、更方便。你可以用这样‘自问自答’的方式来呈现:‘我要怎么样才能…我只要…’。
贾伯斯是这么说的:“so how do I scroll through my list of artists? How do I do this?I just take my finger, and I scroll. That's it.”
Tip 4
每段收尾帮大家复习一下
人的记忆力是很短暂的,我们要帮助人家回复记忆:刚刚看到了什么,这是重要的价值创造环节。借由一张整理要点的投影片,口语式的辅助大家记忆,最后用标语式的一句话帮大家总结。
贾伯斯是这么说的:“So, that is the iPod. So again(这时画面上又出现功能列表)Touch your music, scroll through your songs, scroll through your playlist...”
“so , the iPhone with the most amazing iPod ever, you can now ?touch your music?”
Tip 5
帮顾客创造一个虚拟天秤
产品展示最后一步就是贩售,贩售时有个重点叫做创造虚拟天秤,让目标对象自己衡量两边的轻重。如果前面每个要点花两分钟,最后贩售过程则花了近六分钟,贾伯斯花了更多篇幅让大家进入天秤,具备相当的份量。
贾伯斯是这么说的:“So how shall we price for that? (smartphone + iPod)?”
“Well, what do these things normally cost?”
“So how much shall we charge for that? iPhone has got much more than that,we've got video, wide screen, multi-touch, wi-fi, safari..so much more..”
“Well, for the 4GB model, we are going to price it at the same USD 499, no premium whatsoever.”
精准到位的产品DEMO从“营造期待感”、“清楚讲解每一动作”、“确实展示出便利感”,最后透过“复习”以及“虚拟天平”的方式吸引目标对象,这才是商业简报中,产品DEMO最完整的样貌。
如果想学习更多商务英语内容,请持续关注工商时报Jeff老师的“商务英语学习系列”,之后将陆续推出:简报英语基础系列、大人学英语系列、会议英语基础系列、电子邮件基础系列等,同时读者也可以扫描QR CODE,前往工商时报网站阅读Jeff老师系列文章。
(本文出自Jeff商业英语)
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