管理沟通双语Chap012课件.ppt
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- 管理 沟通 双语 Chap012 课件
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1、McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies,All Rights Reserved.12-2Persuasive and Sales MessagesPurposesPersuasive StrategiesCredibilityThreatsOrganizing DR&PS MessagesDealing with ObjectionsReasons to Act PromptlyToneVarietiesOrganizing Sales/Fund-Raising MessagesWriting StyleChe
2、cklists12-3Purposes Primary To have reader act Secondary To build good image of the communicator To build good image of communicators organization To cement a good relationship between communicator and audience To overcome any objections that might prevent or delay action To reduce or eliminate futu
3、re messages on subject12-4Choosing a Persuasive Strategy What do you want people to do?What objections will audience have?How strong a case can you make?What kind of persuasion is best for organization and culture?12-5Three Aspects of Persuasion Argumentreasons or logic communicator offers Credibili
4、tyaudiences response to communicator as source of message Emotional appealmaking audience want to do as communicator asks12-6Credibility in Persuasion Three sources of credibility in workplace:Expertise Image Relationships12-7Building Credibility Be factualdont exaggerate Be specificif you say X is
5、better,show in detail how it is better Be reliableif project will take longer or cost more than estimated,tell audience immediately12-8Use a Direct Request Pattern When Audience will do what you ask without resistance You need response only from people who can easily do as you ask Busy people may no
6、t read all messages they receive12-9Use a Problem-Solving Pattern When Audience may resist doing what you ask You expect logic to be more important than emotion in the decision12-10Use a Sales Pattern When Audience may resist doing what you ask You expect emotion to be more important than logic in t
7、he decision12-11Why Threats Dont Persuade Dont produce permanent change May not produce desired action May make people abandon action Produce tension People dislike/avoid one who threatens Can provoke counter-aggression12-12Organizing Direct Requests1.Ask immediately for the information or service y
8、ou want2.Give audience all the information they need to act on your request3.Ask for the action you want12-13Subject Lines for Direct Requests Use one of these:Request itself Topic of request QuestionRE:Need Your Advice12-14Organizing Problem-Solving Messages1.Catch audiences interest by mentioning
9、common ground2.Define problem you share with reader3.Explain solution to problem4.Show that advantages outweigh negatives 4.Summarize additional benefits of solution5.Ask for action you want 12-15Subject Lines for Problem-Solving Messages Omit request from subject line Use neutral subject line Use c
10、ommon ground or audience benefit Use positive or neutral subject lineeven if first is negativeRE:Order#3432312-16Developing Common Ground Suggest you and audience have mutual interest in solving problem Analyze audience to understand biases,objections,and needs Identify with readers;make them identi
11、fy with you12-17Dealing with Objections Specify time,money required to actMay be less than reader fearsExample:Filling out the forms should only take 10 minutes.Your responses will be put into our databaseno more paperwork.12-18Dealing with Objections,continued Put time,money in context of benefits
12、they bringExample:Paying$17,500 for all three of us to attend the summer institute will enable us to get the thorough instruction we need to train the rest of the staff.12-19Dealing with Objections,continued Show that money spent now will save money in long run Example:By spending$4,000 now,we can u
13、pgrade the labs in time to avoid a$6,500 fine for noncompliance with the new regulations.12-20Dealing with Objections,continued Show that doing as you ask will benefit something audience cares aboutExample:By becoming an e-mail mentor,youll give an at-risk student the encouragement he or she needs t
14、o stay in school.12-21Dealing with Objections,continued Show audience need for sacrifice to achieve larger,more important goal Example:If we each work just four additional hours each week,well be able to keep the shelter open 24 hours a day,which will qualify us for the new urban development grant.1
15、2-22Dealing with Objections,continued Show that advantages outweigh the disadvantagesExample:Although relocating support staff to the fourth floor means losing storage space,having everyone in a central location will increase our efficiency greatly.12-23Dealing with Objections,continued Turn a disad
16、vantage into opportunityExample:With our budget cuts,well fill open positions in the fall or later.With your approval,though,we could expand our internship program and bring in many highly qualified students at a fraction of the cost.12-24Reasons to Act Promptly Show that time limit is real Example:
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