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It's no secret that the guys in the sales department do most of the presentations work in a company. After all, when you look at it objectively, they spend most of their time either, writing, delivering or looking for someone to give them to.
众所周知，业务部的人在公司中是最常做简报的人。毕竟，用客观的角度来看，他们把大部分的时间都花在写报告、简报或找寻适当的人来读他们的报告。
Based on that alone, presentations earn the title of The Life Blood of Commerce. However, to let it go at just that would be damning with faint praise.
光是因为这点，简报被称为“商业的生命线”。但是，如果只是这样想的话，只是太过肤浅的赞美了。
The guys in sales earn their keep with presentations, thus keeping the company inbusiness. Presentations are used in nearly every facet of everyone's professional and private life.The difference is that the guys in sales actually call them presentations.
业务部的人是靠作简报为生的，这样公司才得以持续下去。简报在每个人的事业生涯或个人生活中，都用得到。不同点是业务部的人把这件事称为简报。
When they're used in other business applications, or someone's private life, they're called something else.
但是同样的事如果发生在其他产业或某个人的私人生活中，就会有不同的名称了。
When someone gets an idea for a new product, they usually have to sell the idea to a superior in the company or to a committee, in order to get funding for development. This same principle holds true for other areas such as with a new service for a company that provides service to clients, rather than providing a material product to a customer.
当某个人为一个新产品想到新点子的时候，通常会把想法建议给公司上层或某个委员会的人，目的是为了获取资金来使其想法成真。这种做法在其他领域也是如此，像是提供服务给客户的公司，并不一定要提供产品。
Bright people with a new idea for an innovative manufacturing technique or even for something as simple as a new office procedure do the same thing as well. They have to sell their idea.Sometimes, this is done at a formal meeting, which is when it's easy to call it a presentation.
有着创新制造技巧想法的聪明人也会采取同样的途径，就连改善办公室工作程序这种简单的想法，也会利用简报。这些人的共同点是他们要把自己的想法推销给别人。有时，他们会通过正式会议来做简报，在这样的场合中，我们把这种活动称为“简报”。
At other times, it's done quite informally, employee to superior, and the whole thing might take less than a minute. Sure it's quick, but it's still a presentation.
但有时候，进行这种活动的场合并不正式，有时是员工对上司报告，这种活动可能前后只不到一分钟的时间。当然这样的时间很短，但这活动仍然是简报的一种。
It's easy to recognize the above to be presentations, because something tangible is being sold, whether it be a thing or an idea, but what about a job interview?There isn't anything being sold at one of those, or is there?The truth is that a very special commodity is up for grabs；you.
要辨认上列情况为简报是件简单的事，因为目的是要推销一些具体的东西，不管是一个想法或一样东西，但工作面试呢？面试时，没有要推销或贩售任何东西吧？但事实上，在面试时所要推销的东西很特别，那就是你自己。
Few people realize it, but a job interview is the ultimate presentation. You're there to sell yourself to those conducting the interview.You have to convince them of why you're the best man or woman for the job.You have to sell your professional skills, your business personality, work experience, mind set, and contacts list.
甚少有人了解到这个事实，但最终来说，面试也是一种简报。你在面试中要向面试者推销自己。你必须要说服他们，你为什么是最适合那份工作的人。
You have to convince them everything you can bring to the job is exactly what they need.
你必须说服他们你能为公司做的事，正是他们所需要的东西。
It is of crucial importance that the quantity and quality of the personal assets you bring with you are the exact proportions they need. You have to make them feel as though you're the only one able to pull this thing off, which is a lot like personal relationships.
你所拥有的个人资产，不管是数量还是质量，都很重要，它们必须符合公司的需求。你必须让他们觉得你是他们唯一的选择，这样的感觉就很像是一种私人关系。
Whenever you talk someone into dating you, you're doing a presentation. Actually, if you think about it, you're even dealing with the sameissues, just in a different way：You're selling yourself to someone who has options.The same goes for other facets of your personal life such as with clubs, activity groups, and any other area that requires human interaction.
不管你何时说服异性和你约会，你都是在做简报。事实上，如果你仔细想想，你所要面对的事情都一样，只是场合不同而已：你要把自己推销给他人，而这个人有好几个选择。这个情况也可应用到你个人的私生活上，像是选择社团、活动团体及任何其他需要与人互动的领域。
There are basically two types of presentations：formal and informal. Formal presentations take place in a formal meeting environment, with many participants called together for the express purpose of hearing the presentation, or where the presentation is a formal item of business on an agenda for a meeting.
简报基本上有两种类型：正式及非正式的简报。正式的简报在正式的会议中进行，有很多其他参与者，大家的目的都是来听简报的。有时简报是会议程序中一项正式的议题。
An informal presentation takes place in a private setting, and consists of just two or three people and the presenter talking things through.
非正式简报则在私下进行，通常只牵扯两到三个人左右，做简报的人只是大约地介绍一下他所要讲的事。
In almost every case, the presenter in a formal setting uses a canned talk written by a professional. This talk is designed to deliver the information he or she needs to impart in a very entertaining and informative way, sure to show the product in its best light.
几乎所有情况下，进行正式简报的人都会用专业人士所准备的录音演说。此种演说设计是为了要帮助进行简报的人，来以富有娱乐性的方式为其听众提供所需的资讯，当然这也包括要以最佳的方式介绍该产品。
These guys are more like professional showmen than colleagues taken away from their normal duties and doing a little sales work on the side. In some cases, they actually are show people hired more for their ability to deliver a line than for their product knowledge.
这些做简报的人比较像是专业的展示人员，而不是公司的同事，暂时从事一些超出他们平常所做的工作性质，去从事推销工作而已。在有些情况中，这些人真的是专业的展示人员，公司雇用他们的主要原因，正是因为他们的演说技巧，而不是他们对于该产品的专业知识。
In fact, they may know little more about the product than the audience, which proves the old saying, if you can't impress them with facts then dazzle them with bull shit, is right on the money. These men and women are professional show people.They only give presentations to large audiences：That's their job, that's what they do.
事实上，他们对该产品的了解并不比听众多多少。有一句俗谚是这样说的：“如果你无法利用事实让他们口服心服，那么就告诉他们一些有的没的事情吧！”这句俗谚正是这个意思。这些人是专业的展示人员，他们只对大型的观众群进行简报演说，这是他们的工作，也是他们擅长的事。
They know nothing about your or anyone else's technical feld. Their area of expertise is thestage.
他们对你的或任何一个专业领域所知甚少，他们的专业领域就是舞台。
One very important point to remember is that a purchase can be made in any language, but a sale can only be made in the language of the buyer. In today's highly competitive world, your potential customers have options.You are not the only game in town, and you must remember that they don't necessarily have to buy from you.
你要记住一个重点，那就是购买物品可以通过任何一种语言，但一笔交易只能通过买主的语言来达成。在今日这个高度竞争的世界里，你的潜在客户有其他的选择，你并不是这场游戏中唯一的玩家，你一定要记住：他们并非一定要买你的东西。
In this book, I'll break the presentation down into its parts and cover each in turn, as well as offer some pointers on how to handle a presentation, and make some suggestions on delivering an effective presentation of your own that is guaranteed to get results.
在这本书中，我将简报分为几个部分，分不同章节介绍，还提供一些提示，告诉你如何进行简报。另外还有一些建议，让你知道如何更有效地进行简报，让你可以看到想要的结果。
Offering a good product at a fair price is great, but it's not everything. In a presentation, two things have to be sold：your product and yourself.How you say something can often be more important than what you say.Look and act like a professional, and be a friend to all you meet.
提供一个合理价位的产品固然重要，但这并不代表一切。在简报中，要推销两件东西：你的产品和你这个人。你说话的方式常常比你所讲的话来得重要。你的谈吐和行为都必须像个专业人士，但对和你打交道的人来说，你得像个朋友。