Lesson Two
Formal Verbal Communication in Business II
Part I Objectives
Four Main Parts of a Presentation 商业演示的四个部分
Delivery Skills 表达技巧
Save you out of embarrassment, at a Presentation 摆脱商业演示中的尴尬场面
Language References 语言参考
Part II The How-Tos
Four parts of a presentation
Formal presentations are usually divided into four main parts.
The introduction
The overview
The body
The ending
The introduction
At the very least, the introduction should introduce the subject of your presentation.
“Today I’m going to tell you about the recent improvements that have been made to the XL series of engines.”
Depending on the situation, it will also do one or more of the following:
Give the audience a reason to listen
“These improvements give greater fuel efficiency and also lower production costs.”
Provide background information.
“As you probably know, our market share has been falling in recent years.”
Narrow the topic.
“In particular, I will show you how these improvements make our engines better than our competitors.”
The overview
The overview provides a preview of your presentation for the audience. It is easily done by explaining the structure of your presentation.
“First, I’m going to describe the new features of the engine.”
“Second, I’ll show you some performance data of the engine’s fuel efficiency.”
“After that, I’ll explain how the new features will allow us to reduce production costs.”
“Finally, I’ll show a comparison with our competitors’ models.”
The overview is very important. It helps the audience to organize the way they listen. It is similar to the contents page of a book.
As long as the presentation is well-organized, the overview is the easiest part of the presentation to prepare.
The body
This is the main content of the presentation. How it is organized will depend on the type of presentation. It should be organized logically to match the overall purpose of the presentation.
The ending
The ending usually does two things.
It reviews the information and ideas that were presented in the body of the presentation. This is called the summary.
“As you can see, these improvements increase fuel efficiency and allow us to lower our production costs.”：

　It restates the main purpose of the presentation which was stated in the introduction. This is called the conclusion or concluding statement.
“I am sure these improvements will allow us to win back our market share.”
Delivery skills
1. Look organized
The audience will have confidence in someone who seems to know what he or she is doing. Arrange your papers on the desk. Check the OHP（over-head projector）. Put your bag in a suitable place. Put your notes in a suitable place. Change the seating arrangement if you don’t like it. Check that everyone can see you and your visual aids.
2. Use natural gestures
Don’t try to be a great actor. Rely mainly on the content of your presentation, not on acting skills. Use the same gestures you would use if you were explaining the same thing to a colleague in a one-to-one conversation.
To ensure that you use gestures naturally, avoid clasping your hands behind your back, clasping them in front of you, or placing them on your hips.
If you are holding notes, try to hold them in one hand, leaving your other hand free to make gestures.
3. Eye contact
Look at individual members of your audience, just as if you were having a conversation with them. Don’t bury your head in your notes. Try not to look at the ceiling when you can’t remember what to say.
4. Signaling
In writing, you use paragraphs to show the parts of your presentation. In presentations, you have to do it in other ways. You can use verbal techniques and non-verbal techniques. Verbal techniques involve using a mixture of linking phrases, intonation, and pauses. Non-verbal techniques can include changing positions, turning pages of your notes, and changing the OHP slide.
5. Pronunciation
Make sure you know how to pronounce the words in your presentation. Be particularly careful of words that are used in both your language and English. These words can be false friends.
6. Avoid distractions
A hole in your shirt will get attention, but it will divert attention from what you are saying. So will the following:
Passing round things for your audience to look at while you are speaking.
Having a slide displayed on the OHP while you are talking about something else.
Part III Let’s Talk Business
Pulling It Out of Thin Air - What to say when you forget what to say
It＇s like when a plane hits an air pocket-your intestines throb in your brain-pan. You＇re flowing smoothly through your presentation (without notes or with bulleted notes that suddenly no longer make sense) and wham! You go blank. There＇s nothing upstairs. Nothing on-line. Your mind is as blank as a blackboard in August.
You lick your lips, clear your throat, and say "uh" enough times to jumpstart an outboard. Your eyes begin to dart about in desperation, and as the internal pressure mounts, the real signals of distress pour out: giggling, blushing, and embarrassing true confessions of just how lost you really are, revealing only your lack of preparation and diminished professionalism.
WHAT TO DO
First, use an ounce of prevention. Rehearse out loud frequently enough to internalize your message. Strangely, if you try to memorize your remarks, you＇re almost sure to go blank. Understand why you＇re speaking the words you choose, and say them in rehearsal until you have a gut feeling for the essence of your message.
Use your visuals as a road map, if possible. Using graphic images or bullet points, rely on your visuals to keep you on track. Visuals should not serve as a script, but rather as a series of trigger points that generate discourse.
Keep your notes nearby. Make sure they＇re written in large, colorful writing. They＇ll be easy to read when you＇re under pressure.
Focus your eyes on one person in the audience when you go blank. They＇ll think you＇re being forceful and dramatic. Then, after about four seconds, move your eyes to another person. Do it again. Keep doing this through the silence until your brain comes back to life.
Repeat what you just said. Using repetition is a good speaking technique anyway. Keep repeating yourself until your mind clicks into gear. Or say something that parallels your subject, and chances are, within seconds, you＇ll be back on track.
Ask the audience a question if it＇s a small group. "Marilyn, what are your thoughts so far?" Make it an open-ended question so Marilyn can＇t say simply "yes" or "no." That way, you get more time to think as Marilyn speaks. If you＇re speaking to a large group, ask a rhetorical question. Again, you＇ll probably wake yourself up quickly.
Ask for help. "Where was I?" is not a shameful thing to say. Most audiences will be sympathetic. Everyone knows the pressure of speaking. Just don＇t do it repeatedly or make a big deal out of it.
Part IIII Exercises and Discussion
Look at the sample presentation below and:
- Try to identify those four parts mentioned in Part Two
- In case the presenter here went blank right after the third paragraph, any suggestions from you to save the poor guy from embarrassment?：

The DC Autodialler
A voice controlled data recorder and automatic telephone dialer.
Main features
Speech analyzer
Large memory
Large display
Lithium batteries
Good afternoon. Today I’d like to tell you about our latest product, the DC Autodialler. The DC Autodialler lets you record telephone numbers by speaking. It can also dial telephone numbers automatically. We expect it to be a very popular product.
First, I’ll tell you the main features of the ‘autodialler. Then I’ll describe its physical characteristics. Finally, I’ll explain how to see it.
The Autodialler has four important features. It has a very sophisticated speech analyzer which allows it to record names and telephone numbers. It can recognize up to 5000 common North American names. It has a large memory which lets you record up to 2500 names and telephone numbers. It has a 4-centimeter by 2-centimeter liquid crystal display which provides a sharp image. Ti uses lithium batteries which last for two year.
The Autodialler is very compact. It measures 10 centimeters by 5 centimeters by 0.5 centimeters. It’s made of very light but hard plastic, and weights only 150 grams. It comes in three colors: black, silver and wine red.
Now, I’ll show you how easy the Autodialler is to use. There are only three buttons: a “new” button, a “find” button, and a “dial” button. To enter a new name and phone number, press the “new” button. Then say the person’s name. When the name is displayed say the telephone number. To find a name, press the “find” button and say the person’s name. When the name is displayed you may dial the number, change the name or telephone number, or delete the information. To dial the number, point the Autodialler at your telephone and press the “dial” button.
As you can see, the Autodialler has many useful features, it’s very compacted, and it’s easy to use. I’m sure you’ll agree that there will be a large market for it.
Thank you.
Check out one infomercial you really hate to see. Try to transform it into a 3-minute long business presentation by using some language references in part five.
Part V Supplementary Materials
Language reference
Below is a list of phrases and sentence patterns that may help you prepare your presentation. Remember, however, that every presentation is unique, and you must decide for yourself which language is appropriate for your presentation.
The introduction 介绍
Basic introduction 基本介绍
Today I’m going to tell you about a new kind of material.
今天我将要介绍一种新材料
I’d like to talk about our recent sales performance.
我想介绍一下我们最近的销售业绩。
Today, I’d like to show you a way to cut costs.
今天，我想给大家展示一种减少成本的新方法。
Today, I’m going to explain our strategy for next year.
今天，我想就明年的战略部署进行一下解释。
Narrowing the topic 缩小范围
In particular, I will explain how the material can be used in many of our products.
我重点想解释一下这种材料在我们其它产品中的用途。
Referring to background information 涉及背景资料
As you probably know, our market share has been falling in recent years.
众所周知，我们的市场份额近年来开始下降。
Some of you may know about our research program.
大家可能知道我们研究的项目。
You may be aware of the features of the RS-4 model.
您将会了解到RS-4模型的特点。
Presenting the overview 总览程序
First, I’m going to… 首先，我将要...
Second, I’ll show you … 其次, 我将要展示给您...
Then, I’d like to … 再次, 我想...
After that, I’ll explain … 然后, 我会解释...
Finally, I’ll … 最后, 我将...
Signaling and linking 承上启下
Sequencing 层次
Now, I’ll explain … 现在, 我来解释...一下
Let’s now consider … 我们来考虑一下...
This brings us to … 由此得来...
Finally, … 最后...：

　Directing attention 吸引注意力
Please look at this chart. 请看图表
Let’s take a look at this table. 我们来看表格.
Take a look at the diagram. 大家看一下图表
If you look at this graph, you will see … 大家从这张曲线图可以看出...
As you can see from this chart, … 正像大家从这张图表中看到的一样...
Cause and effect 原因与结果
Since increased performance is not our only concern, I’d now like to talk about
由于业绩增长并不是我们唯一关注的, 我想在此谈论一下...
As a result of this new feature, we must now consider
由于这个新的特点, 我们现在必须考虑...
As a result, we have to find new ways to increase our market share.
由此, 我们不得不寻找增长我们市场占有额的新方法.
Consequently, we have been developing a more efficient engine.
结果, 我们已经开发了一台更高性能的发动机。
Therefore, I’d now like to show you our latest test results.
所以，我现在想就我们最新检测结果给大家进行展示。
Purpose 目的
In order to take advantage of this new technology, we have to look at the market. 为了利用这个新技术的优势， 我们一定要了解市场。
For the new model to work effectively, we need a new kind of valve.
为了新模型高效运行，我们需要一种新的电子管。
Contrast 对比
Although the machine operates well at low temperatures, at high temperatures there are some problems.
虽然在低温下机器运行正常，但在高温下它存在着许多问题。
Unlike the ST-4X, the ST5X is very compact.
与ST-4X不同的是，ST-5X非常简洁。
Instead of batteries, the news model uses solar power.
新的型号不再用电池，而用太阳能。
Nevertheless,… 然而...
However,… 但是...
On the other hand,… 另外...
Reinforcement 进一步的补充说明
In addition to Asia, we are also marketing the product in South America.
除亚洲外， 我们还在南美开发了市场。
In addition, we plan to introduce more robots to our production lines.
除此之外， 我们计划在生产线上引入更多的机器人。
Furthermore, the program can translate from Japanese to English.
另外， 此程序可以从日语翻成英语。
Introducing a summary 介绍总结
As you can see, these improvements increase fuel efficiency and allow us to lower our production costs.
据大家了解，这些改进会增加燃料的性能。同时减少产品的成本。
Introducing a concluding statement 陈述
I am sure these improvements will allow us to win back our market share.
我确信这些改进将有助于我们赢回市场份额。
It’s clear that the new model meets all of our customers’ requirements.
很明显，新的型号满足我们客户的需求。
Graphs and charts 图表
Describing the purpose of a chart 讲述图表的用途
It shows our sales from 1985 to 1990.
这张图表示从1985年到1990年的销售额。
It shows the stages in the manufacturing process.
这张图显示生产流程。
If you look at this diagram, you will see how the equipment works.
观察这张图示，您会了解设备的工作方法。
Describing parts of a graph 描述图表的各个部分
The horizontal axis represents temperature.
竖轴表示温度。
The horizontal axis shows sales in millions of dollars.
横轴表示以百万为单位的销售额。
The black columns show sales of memory chips.
黑柱部分显示的是内存条的销售额。
The solid line shows the pressure.
实线表示压力。
The broken line shows the interest rate.
断线表示利率。
The dotted line represents the rate of unemployment.
虚线表示失业率。
The gray segment represents our market share.
灰色部分显示我们的市场占有 额。
The hatched section shows the proportion of women.
阴影部分表示女性的比例。：

　Describing the units of a graph or diagram 描述图表的单位
The units are in meters.
单位是米。
The figures are in thousands of dollars.
数字是千元为单位的。
The numbers are in tens of thousands of dollars.
数字是以万为单位的。
Describing the significance of information 突出特点内容
It’s clear that demand is increasing.
很明显需求在提升。
The graph clearly shows that the new machine’s performance is better.
图表中很清楚地可以看出新机型的表现更加。
The figures show that the cost of materials has risen by 25%.
数字表示材料成本已上升了25%。
The results seem to show that oxygen quickens the reaction time.
结果表明氧气加速了反应。
The information suggests that consumers are not satisfied.
信息表示消费者并不满意。