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Jingdong book

用演示说话:麦肯锡商务沟通完全手册(珍藏版)

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以独一无*的简洁和精确成为世界著名商学院和500强公司必备书。麦肯锡数十年的图表和演示经验首次披露,让所有问题化繁为简!

Content Description

在《用演示说话:麦肯锡商务沟通完全手册(珍藏版)》中,麦肯锡金牌演示专家泽拉兹尼不仅提出了演示的实用方法和技能,而且揭示了成功演示的基本原理和思想。“明确演示任务”部分阐述了真正理解演示的原因和在演示中说服对象的重要性;“筹备演示”部分强调不管你的工作日程多么紧张,都要抽出时间排练,直到了如指掌;“倾听沉默”部分探讨了伟大演讲家从喜剧演员到政治家,是怎样大胆运用沉默的。沉默既能使听众领悟演示的内容,又能使演示者采纳他人合理和正确的思想。本书提供了切实可行的技巧和建议,涉及从优美的语调到推出一个有力结论的方方面面。图表、条目、例子,每一要点都清晰、明白,便于在演示时使用。这些方法单独运用,可使一场演示大为改观;合在一起,你就有了一个筹划和表述成功的商业演示的“百宝箱”。

Author Description

基尼·泽拉兹尼(Gene Zelany),世界著名管理咨询公司——麦肯锡公司负责形象化沟通的主管。其主要负责提供有创造性的建议,并协助专业人员筹划形象化演示和书面报告,包括设计沟通策略、组织演示梗概、解释数据或概念、推荐图表图片等优佳形象化模式,设计情节串联图板,训练演示者。同时他还设计并领导了全公司的交流训练项目,代表公司定期在芝加哥、哥伦比亚、哈佛等商学院就如何做好商业演示做讲座。他的著作畅销全球,已被译为法语、德语、意大利语、西班牙语和葡萄牙语。本书正是作者多年从事商业演示的经验总结。

Catalogue

第一篇 明确演示任务
为什么要进行演示
你想要说服谁
演示需要多长时间
选用哪种媒介

第二篇 筹备演示
明确信息
组织演示过程
设计导入方法
计划结尾
用想象说话
用比喻说话
用艺术说话
用音乐说话
用幽默说话
用动画说话
用动画说话(以及比喻)
用图像说话
用观众的参与说话
想象从何而来
设计文字效果
确保简单易读
创建演示情节串连板
准备演示

第三篇 进行演示
信心
确信
热诚
预演:找出不完美之处
安置设备
运用讲话技巧
借助于可视化工具
习惯解答问题
慎于幽默
倾听沉默
结束篇
成功演示的10个规则
用演示说话提纲表
Book Abstract

说实话,你当然有比筹划演示更好的方式来安排你的时间。假如你按照事情的重要程度列出5种你最喜欢做的事情的先后顺序,那么,在观众面前做演示这件事,能列入这5件事情之中吗?我看不一定。
我凭个人直觉认为,你并不喜欢做演示。而对于观众来说,他们更厌烦坐在那里听你做演示。说实话,为了不听,他们可能会做出这样一些事情:为逃避看演示而说假话;找借口离开或不到现场;让手机在他们实在不愿听演示的时候响起来;事先叫他们的助手准备好,当演示进行10分钟后进来,煞有介事地递给其一个空白便条,表现出有急事要去办的样子,然后借口离开。
要知道,这可不是因为哪个人的原因造成的问题。道理很简单,无论参与谁做的演示,他们都要坐下来耐着性子听,这种滋味可比做演示好不了多少。如果像我想的那样,他们就会在我要求列的次序表中把演示排得更靠后,放在以下事件之后。
(1)和女友约会;(2)打网球;(3)骑自行车兜风;(4)到旧书店翻阅书籍;(5)做一次推拿按摩。
这样,在你进行演示时,你就应该告诉听众一个为什么要耐着性子听完的理由,让他们感觉到你的演示是绝对必需的。你的工作需要得到他们的同意且使他们乐于接受,否则你的演示可能会进行不下去。你必须与他们协商一致,达成认真听完的协议,从而获得听众的支持,否则你的演示可能根本就不能很好地进行下去。你需要借助于他们的深刻见解和洞察力、他们在组织机构中的地位、在所讨论的问题涉及的领域内的阅历等,所有这些对你的演示有帮助。不这样做就说明你非常盲目,且傲慢自大。
这就是定义目标的全部内容。实际上,一个好的定义目标的方法就是用一句话来表述,你想要听众在听了你的演示之后该做什么或者思考什么。这一任务有三个子内容:(1)将演示内容限定为一句话。如果它超过一句话,就说明你自己对目标尚不清楚。你的演示可能会有几个混淆不清的目的。
(2)确立切实可行的目标。例如,要求听众现场做出投资决定,向一个新产品投入数百万美元,就是不切实际的目标。企图只通过一次演示就使投资者做出这样的决定,这是根本做不到的。
我曾经同几位企业家一道工作,他们准备为一些感兴趣的银行投资家做一次演示。我要求他们每个人各自写下演示的目的。第一个人写道:我想使我的听众对我的演示印象深刻。“那太容易了,”我说,“发给他们一些当下最抢手的展览门票,那一定会使他们对你的演示留下深刻的印象。”第二个人表达的目的较为具体。他说:“我想让我的听众乐于对我的产品创意进行投资。”这是一个很好的主意。我从钱包里拿出一张1美元钞票给他,问他这是否算实现了他的目的。“当然不是,”他说,“我想要的是150万美元。”是的,太好了,这可以非常容易地实现自己的愿望!实际上。有一个更好、更为切实的目的是,比方说,让他们同意投资25万美元来进行市场可行性试验,然后再进行一次演示争取得到更大追加数额的资金投入。P5-7
Introduction

导 言
你是在被要求下做演示
假如你被要求进行一次商业演示。强调你被“要求”进行,是因为我们大多数人肯定不会自愿做演示。
“别让我去演示。”你心中不满地嘟哝道。
“你自己去说服当地的市政委员会同意我们在他们的后院放置有毒垃圾。”
“你自己去劝说公司让两个工厂停产并解雇2000个雇员。”
“你自己去告诉业务部门的头头们,为什么他们这些部门必须削减40%的开支。”
“你自己去说服董事会,为了公司的生存,必须削减上至总裁下到厨师的7000名雇员32%的工资。”
你会主动要求去做这些事吗?反正我肯定不干。
所以说,你是在被“要求”之下才会进行商业演示。
“怎么回事,你疯了吗?”你心中继续这样嘟哝,“你真的希望发生在杰伊身上的事情在我身上重演? 你不记得当他刚开始做报告说‘今天,我们的目的是……’时,只听到那CEO说‘不,那不是我们的目的’时的尴尬?你忘了沙拉邀请了75人而只有9人到会吗?你难道不知道他们因为没有合适的接线,没能将米歇尔的笔记本电脑同液晶显示器连接时的困境吗?”
所以说你是被“要求”进行商业演示。
“再说,”你还会这样想,“演示时双手冒着冷汗,两膝不停颤抖,心里忐忑不安,临时胡拼乱凑内容,紧张得直出错,问题不好答,我可不想干那事。”
所以说你是被“要求”进行商业演示。
“而且,”你会在心里呜咽着说,“准备这种演示,组织内容,制作直观教具、分发印刷品,一遍遍地练呀练,你知道要多少时间吗?要花多大的代价吗?我可没时间。”
为什么要推脱呢?你要知道,最终你还是得去干。这也是我写作此书的原因。书中的实例以及一些实用的观点,都来自于我筹划和表述过的许多演示,以及我总结修改来自于40年的老朋友、同事们的演示经验。
我并不是说这本书可以作为教材,因而你可以从中学习筹划并发表演示。你不可能只看看操作手册就能学会骑自行车。唯一的办法是骑在车上学,摔下来了就再骑上去练,再摔下来就再骑上去,只有这样你才能学会骑自行车。演示也是这样。这本书告诉你该如何进行演示:你必须去踩脚踏板。
在你骑上自行车之前要注意一点。假设你已经设计好了演示内容,仔细查找了支持论据,结论也符合逻辑,建议也切合实际,那么,这个演示就是你与成功之间的关键联系。它把事实和观点传达给观众。为做演示去充分了解你的资料,由此产生的信心是无可替代的。本书所有阐述的正是筹划演示和具体操作演示所必须具备的能力。
如果你有仅仅两分钟的空余时间,那么就用它把注意力转到下面紧接着的一节“听众权利法”。当你今后每次准备演示时,你可能都想重温一下它的内容。当你拥有更多的时间时,再去浏览、学习本书的其他部分内容,从而进一步掌握如何才能捍卫听众的权利。可以学习本书的其他三篇,这样才会知道如何明确演示任务、筹划演示和进行演示。
听众权利法
“听众权利法”概念的产生,源于我的一位客户。一天,正当我要下班时,他说,我是你公司的一名观众,我有什么该知道的权利吗?
我从世界各地的同事那里得到的实例也许在你做演示时能提供帮助。
关于目的
事前确知你希望我在听了演示后做什么或持什么观点的权利。
申明我出席演示的原因的权利。
因出席演示耗用时间,从而要求应该获得回报的权利。
关于尊重
享有贡献知识,并分享演示成果的权利。
要求提供思考时间,避免被要求不思考就做出决定的权利。
要求对话时做到文明礼貌,平等交流,互相尊重的权利。要求尊重我的经验、智力和知识。
当你答不出我的提问时,要求你诚实坦白的权利。
当演示安排不当时,听众享有表达不满、中途退场的权利(那是很少使用的)。
关于时间
预先知道演示会持续多长时间的权利。
让演示按时开始和结束的权利。
享有偶尔离席片刻的权利,不仅仅出于生理需求。
关于内容
预先了解我们将要听到的内容、演示将怎样进行的权利。
预先了解要讨论什么决策、了解你所持观点的论据,以及支持这些论据的事实的权利。
预先得知重要信息的权利。出人意料的结局只应在欧·亨利的小说中出现。
关于视觉
坐在听众席中任何位置,而无需借助望远镜都能看清每个字的权利。
要求解释复杂图表的权利。
关于灵活性
要求演示中断的权利,从而可进行讨论、帮助小组达成必要的共识。
享有在演示中的任何时刻提问,并要求得到即时回答的权利,而不是得到“我后面将会提到”那样的敷衍回答。
关于内容表述的权利
即使坐在房间后面也能听清你讲话的权利。
专心致志地听讲,不受粗野手势干扰的权利。
当你面对镜头发表演讲并且希望用你宣讲的信息打动我时,我坐在观众席上能看你的正面而不是你的后脑勺的权利。
享受你的幽默表演的权利,这种幽默感有利于你放松并创造友好气氛,从而使你演示得到更高评价。
关于结束
了解演示已经达成何种一致的结论,以及以后将会怎么样进展的权利。
结束时自我感觉有获得某种成就感的权利。

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Brand Origin China

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