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Laying out a Presentation 简报内容
MP3-5,6
In a well-planned, professional presentation, you must set the stage for your audience, particularly if the program is for professionals. You should announce your vision of how the show will proceed.This is really quite a simple thing and doesn't require a lot of time or energy.
在计划周详且专业的简报中，你必须为听众安排简报程序，尤其当听众是专业人士时，更该如此。你应该告知他们你会如何进行这场简报。这件事相当简单，而且不需花太多的时间或精力。
Simply state the undesirable situation that your product or service intends to correct, the objective you hope your audience will attain from the presentation, the agenda you'll follow, and the amount of their time you'll expect to take.
只要说明你的产品或服务想要改正的缺失、你希望听众在这场简报中达到何种目标、议程的进行顺序，及预估的花费时间。
The final point you'll need to address is setting the ground rules for a question and answer period. If you do your job well, you'll create interest in your audience, and they'll want to know more, so there will be questions.You need to tell people when questions will be welcome and how to ask them.
你所要做的事中，最后一点是必须告知听众提问的基本原则。如果你的简报很精彩，就会激发听众的兴趣，他们便会想要更深入了解，所以会有一连串的问题。你必须告诉听众提问题的最佳时机和方法。
With a small group, you may want to take questions as they come up, but that's usually unrealistic for large audiences. If the show is interrupted too often to field questions you'll lose the interest of the audience, and end up talking to one or two people only.For this reason, it's best to save the questions until the end of the presentation.
在听众数目较少的时候，你或许可以边做简报、边回答问题，但当听众过多时，此种方法就较不实际。如果你的简报经常被打断，你会无法巧妙地回答问题，听众也会失去兴趣。最后你只是在和一两个人沟通而已。基于这个理由，把发问留到简报结束时，才是比较好的做法。
In the first dialog, Lisa states the situation confronting her audience. Unlike the hook, which is used to get the attention of the audience, the statement of the situation is clear and focused.Now that the hook has them listening, you have to give them something real to establish your creditability.
在第一段对话中，丽莎陈述她的听众所碰到的问题。不同于用吸引听众注意的台词，这种说明整个情况的做法既清楚、又不偏离主题。现在，在抓住听众的注意力后，你还要用一些实际的情况来建立自己的可信度。
So, before you walk into that room, make sure you've done your homework and you know what their problem is. Once you've identified their problem, you can tell them what they need to know.The dialog starts right after the hook.
因此，在你踏入简报室前，你必须确认自己已做好万全准备，知道听众面临的问题。一旦你知道问题所在，就可以告诉他们所需知道的答案。这段对话开始于抓住听众的注意力后。
The Situation Scenario 1
Lisa
This is a bad economy and everyone's sales are sagging. Our market analyses shows your market share is right where you were two years ago.But you need to gross what you were doing two years ago to maintain proftability, and you're not doing that.
现在的经济不景气，每个人的销售业绩都下滑了。我们的市场分析指出，你现在的市场占有率是两年前的数字。你需要想想看两年前做了什么来维持你的获利率，但你似乎没有这么做。
Sam
Impressive, you've done your homework.
真是让我印象深刻，确实有做功课。
Lisa
Thank you, Sam.
山姆，谢谢你的夸奖。
Sam
Now, how can you help?
这样的话，你能帮我们什么呢？
The Situation Scenario 2
Lisa
You're holding your place in the market, but what kept you in business last year equals a slow death this year. You need new products to capture a larger market share.Am I right?
你的市场占有率还算稳定，但去年让你维持生意的做法，在今年却会慢慢地把公司推上死路。你需要有新产品，以便进一步地提升你的市场占有率。我这样说对吗？
Sam
Go on, I'm listening.
继续说，我在听。
Lisa
Well, I've got some new products that will fatten up your bottom line.
我有一些新产品，能够帮你一把。
Sam
I'd like to see what makes you say that.
我倒想看看是什么东西让你这么有把握。
The Situation Scenario 3
Lisa
Here's your situation as I see it. Correct me if I'm wrong.The poor economy put your sales right into the dumpster.You're maintaining your market share, but to return to proftability, you need to capture a larger share of the market.To do that, you need products that your competitor doesn't have.
照我的看法，你的情况是这样的。如果我说错了，你可以纠正我。经济不景气让你公司的销售情况跌得很惨，虽然你的市场占有率还维持得住，但要回到以前的获利率，你必须要提升市场占有率。要达到这个目标，你需要一些竞争对手所没有的产品。
Sam
Alright, let's just say for the sake of argument that you're right. What have you got for us?
好吧，假设我们持反对立场，你有什么解决之道呢？
In the next dialog, Lisa moves from describing the situation to stating the objective. Remember, there are two objectives here, yours and the client's.The client didn't agree to sit through your presentation because he's worried about your bottom line.
在下面这个对话中，丽莎把重点从描述情况转移到说明目标。要记住，目标有两个：你的目标和你客户的目标。客户不会只因为担心你的底线而静静地听你把简报做完。
He only cares about his success, so it's the client's point of view that matters. Tell him what he needs to do to win, and again, it must be stressed that you need to state your client's objective in a clear and focused way.You've gotto keep them listening to your every word.
他只担心他的成功，所以重点是客户的想法。告诉客户要怎么做才能获胜，因此再度强调，你必须要把客户的目标以清楚扼要的方式表达出来。你必须吸引他们，让他们聆听你所说的每一个字。
The Objective Scenario 1
Lisa
If you're going to stay in business, you have to get your profts back up to where they were, and that's what I'm here for.
如果你想要在这一行待下去，你必须要维持以前的获利率，这也是我存在的原因。
Sam
How do you plan to do that?
你计划怎么做来达到这个目标？
Lisa
Simple. You need to improve your market share.
这很简单，你需要提升你的市场占有率。
Sam
That's easy to say, but how do you intend to do that?
这话说得简单，但你要怎么做呢？
The Objective Scenario 2
Lisa
In today's tough competitive market, you need an edge to get the public's attention. The best and easiest way to do that is with a better mousetrap.I'm here to show you that better mousetrap.
在今日竞争激烈的市场中，你需要有过人之处，才能得到大家的注意力。最好、最容易的方式是提供较好的诱饵。我的存在就是为了提供你一个较好的诱饵。
Sam
You know we've heard all that before.
你知道，这些话我们以前都听过了。
Lisa
I'm sure you have, but I've got the goods to back it up.
我想也是，但我带了产品来证明我的论点。
The Objective Scenario 3
Lisa
I represent the opportunity for you to have the goods you need to outsell the competitor.
我代表的是一个机会，让你可以得到所需的产品，打败你的竞争对手。
Sam
But what's the point of that, if you go across the street and sell to the competition?
但如果你可以走过对街，把同样的主意推荐给我的竞争对手的话，这样做又是为了什么？
Lisa
Good point. I'll address this issue later in the presentation when we get to the marketing segment.
有道理。等待会谈到市场区隔时，我会针对这个议题提出看法。
In the next dialog, Lisa covers the agenda. Keep in mind that your client's time is valuable, and he's probably got plenty of other things to do.Lay out exactly how you intend to use his time.Clearly state what you're going to tell him in the presentation, so he knows what to expect.
在下一个对话中，丽莎把她要讲的重点都带到了。别忘了客户时间很宝贵。他也许有其他事情要做。说清楚你打算要如何利用他的时间，讲明白你在简报中想要告诉他什么，这样他才知道要期待些什么。
Show him you know what you're doing by clearly laying the presentation out, so he can see for himself that you know your subject, and that you can really help him.
清楚地呈现简报内容，让他明白你知道自己在做什么，而且你真的可以给他提供一些帮助。
The Agenda Scenario 1
Lisa
There are two tried and true methods for increasing your market share and I plan to cover both of them. The frst is to go to your clients and get them to buy more from you, and less from the competitor, which will be coming up as soon as we fnish demonstrating the new line, which is next.
有两个大家都试过、而且有用的方法，可以增加你的市场占有率，我会两个都加以说明。第一种做法是让客户在看完你要提供的新产品后，提高对你的订购量，降低对竞争者的订购量。我马上会谈到要如何展示新产品。
That will lead into the explanation of the second dependable method which you can use to expand your market share.
这种做法会自然而然地介绍到第二种让你增加市场占有率的有效方法。
Sam
Alright！Let's get to it.
好的，我们马上来看看你要怎么做吧。
The Agenda Scenario 2
Lisa
The presentation will start with a demonstration of the many items in our new product line. Then, I'll show you how they integrate into a single, comprehensive home video system.Instead of selling a unit at a time, you'll be selling entire systems.
简报以示范开场，展示我们最新的产品线。然后，我会展示如何将它们结合到一个单一、功能齐全的家庭影视系统。其目的是要销售一整套系统，而非把各个部分单独贩售。
Sam
Do you mean like a component stereo system?
你是说像一整套音响那样？
Lisa
Exactly.
没错。
The Agenda Scenario 3
Lisa
Good point. I'll address this issue later in the presentation when we get to the marketing segment.
你说得很有道理。我会在稍后的简报中，当我们谈到市场区隔时，回答你的问题。
Sam
I'd like to address that right now.
我希望能现在就讨论这件事。
Lisa
I understand that, Sam, but this is an entire topic in the presentation, and it needs to be fully addressed as part of the entire campaign. Next, we demonstrate the new product line, followed by sales staff training, and then we handle the issue of exclusivity.
山姆，我明白你的顾虑，但在这次的简报中，这是一整个主题，当然就必须以整套促销计划的一部分来讨论。接下来，我们会示范新的产品线，紧跟着是销售人员的训练，之后才会谈到产品的独家性。
We should wait to cover this topic because every part of the presentation has information you'll need when we wind this up with this sensitive issue. So if you just hold your horses and we'll get there.
我们需要最后才讨论这一点，这是因为整个简报中的每一部分，都有你需要知道的资料，这样我们才可以讨论这个敏感的议题。所以稍安毋躁，我们会谈到那个议题的。
In the next dialog, Lisa sets the time schedule for the presentation. Because this is the least difficult of all the areas of a presentation, only a single dialog is necessary.
在下面这个对话中，丽莎把简报的时程表定了出来。因为这是整个简报中最不困难的一部分，我们只需参考一个对话即可。
Scenario 1
Setting the Time
情景一 规定时间
Lisa
I'm going to do all of this in about ninety minutes, plus whatever time is necessary to answer everyone's questions. You can leave as soon as we start the question and answer period, or as soon as I handle your question.
我整个简报需要九十分钟，再加上一些问答时间。在问答一开始后，你就可以离开，或在我回答完你的问题后再离开也可以。
In the final dialog for this chapter, Lisa sets the ground rules for answering questions. It is imperative to take charge and control the presentation.In a large presentation, taking questions during the demonstration is usually the kiss of death.
在本章的最后一个对话中，丽莎把问答的基本规则讲清楚。这很重要，因为做简报的人必须对全盘有掌控权。在大型简报中，最致命的事就是边做简报边回答问题。
However, in a small, friendly group, fielding a few questions as they come up could help increase the collective spirits of the group. I would suggest saving questions until the end of the presentation in all large audiences, and handling them as they come for small groups, unless there are so many from a single source that they disrupt the fow of information.All three possibilities are covered here.
但是在一个比较小型、友善的团体中，边做简报边回答问题，会强化一种团体气氛。我会建议在听众很多时，把问题留到简报最后，若在只有几位听众的场合时，可以边进行简报边回答问题。但如果某一个人问了太多问题，导致简报无法顺利进行时，还是建议把问题留到最后。基本上三种可能，这里都提到了。
Scenario 2
Holding Questions and Answers at the end
情景二 把问题留到最后
Lisa
Before I start the presentation, I know some of you are going to have questions. I need to ask you to hold them until after the presentation, and then I'll handle everyone's questions.
在我开始进行简报之前，我知道你们有些人会有问题。我想请你们把问题留到简报结束之后，我会详细回答你们的问题。
Scenario 3
Handling Questions and Answers as they come up
情景三 边进行简报边回答问题
Lisa
One fnal thing to cover before we start the presentation is the issue of questions. I know you'll have some, and if you raise your hand and wait for me to recognize you, I'd be happy to answer them, one at a time.
在简报开始之前还有一件事要提一下。关于你们的发问，我知道有些人会提问题，麻烦有疑问的人先举手，我会让你发问，但一次只回答一个问题。
Scenario 4
Handling questions and answers while deferring excessive questions
情景四边进行简报边回答问题，但如有很多问题就最后再处理。
Lisa
Yes, Sam, do you have a question?
是的，山姆，你有疑问吗？
Sam
Yes, I do. I'd like to know what your company plans to do about returns.This was a very big issue with the last supplier we dealt with, and I want some good solid answers.
是的，我想知道你的公司对于退还商品有什么样的处理方式？我们上次和某个供应商之间发生一个这样的大问题。我想要有比较确切的答案。
Lisa
OK, Sam. I can see this is a sensitive issue with you, and that you want some real, solid answers.Let's save this question until after the presentation and we can get into the issues in detail and handle them as they should be, one on one and face to face.
好的，山姆，我了解这对你是个很敏感的议题，你希望得到一些具体、确切的答案。我建议把这个问题留到简报结束之后，这样会有比较多的时间详谈，以便知道如何一对一、当面处理这种情况。
PRACTICE SENTENCES︱练习句型
1.Impressive, you've done your homework.
真是让我印象深刻，你确实做了功课。
2.Alright, let's just say for the sake of argument that you're right.
好吧，假设我们持反对立场，你有什么解决之道呢？
3.Yes, Sam, do you have a question?
是的，山姆，你有疑问吗？
4.I'd like to address that right now.
我希望能现在就讨论这件事。
VOCABULARY︱词汇
