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Rapport Building and Impact Techniques

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MALEK ZITOUNI
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Rapport Building and Impact Techniques

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MALEK ZITOUNI
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Rapport building ‘ou rehearsed your speech thoroughly and mastered ‘hacallmperant body language. But when you has everbeen abe to beat on price — c inthe beta text wa poste about the product ~ ‘ 6 beyond usifwe work together a team — ° ‘would be better han the syst we've gt atthe mement — t in hie mare is about to change ‘Amanita a hey phase thats repeated several times throughout aspeech=for ‘ample, Barack Obama's Yes, we cant Think ofa presentation of your own, Can you reduce your key message toa mantra of no more than even words? Compare with others in your ‘10up, riety ive the background to your presentation and suggest improvements t0 teach other's mantras you can sack Oana } 6 Repeating certain sounds can ade power to your key points. Advertisers use ths technique 3 ot. Look a he following famous examples and dently the sounds being repeated. Some repeat more than one. easing people the world over (Helse In) ‘You one sue of Sel Roya Dutch Shel) ete do you want 0 90 #097 (cer) Probably he best oer in the worl, Carsberg) Fy the renal shies. (United Aisne) ‘Dont ream it rivet lagu) ‘ese aa pty (lg) Functional. Fashionable, Formidable fils) 1742.11 Now ceplace the word in bold in exch ofthe statements below witha cose Synonym that echoes the highlighted sounds in the et ofthe sentence. The fst one has ‘been dane for yu as an example. Then listen and check your answers ropeny Brice, packaged and advertised, ti product cannot fal China isnot our an art, uti ey be a lgnficant market inthe future Of courte, this a serous problem to which there's no eat ioktion, 6 Inthe work of international ance tis company femains a fomidable fece « lkrow thet we work together sa group we can tae onthe competion Ire cannat challenge change, then we have no option but to embrace it. 4 we cont manage to breakeven onthis by @4 we may even go under. 8 42.12 Twnto page 88 to practise using repetition for dramatic impact When you've rewrten and delivered your short presentation, you cn evaluate your performance using the feedback form on the website Then ten and compare your version with the ane on 36 El Impact techniques ehere anything you can do to getyour mestage across with gree impact Ae there any techniques ‘thal sucessful speakers use to inspie, persuade ‘nd enthuse thei audience? And iso can ange learn to use them? The ood news thatthe answer twallthese questions isan emphatic yes. The sane ‘herria techniques tha were orignally dein by the ancient Greeks are stil very much liv and ell today. They are the way effective speaker spe Max Atinson, Henley Business School ‘Max Atkinson ithe wos top researcher into audlence reactions to public speakers In his comments above find examples of 2 ‘epettion of words and sounds b rhetorical questions ¢ groupsor tee Why do you tink rhetorical question are so powertl ina presentation? Phrasing a key point as question and echoing the question inthe answers often mere ‘fective than just making your pont: Look tthe example and transform the other statements in asimiar vay. {2 Pracy's the main challenge we face. Sa whats the min challange we foes? The main chellenge fs pracy Vial mattting is the answer Converting lacs nto sales the problem, China is where the best oppertuniies ae Big budget advertising simply doesnt wok that's my pont Give ou project teams more autonomy. tha’ te plan, £92.19 Work with a partner Can you think of anther rhetorical question you could ld fon tothe end of each extrac in 37 Then ten and compare your ideas with those onthe {£92.14 Certain hetorical questions are very common in presentations, Complete the ones below using the pais of words inthe box. Ten Isten and check your answers where + go how-to what +o why +eling what + talking hhowsoon + expect where + did what + waiting how much + wasted 2 Weve tripled revenues in two years. So, a ld We ast 1b Thewhole of entra Asia is one big golden opportunity So ewe {© We poured milions into thi venture and lopped, So, we gowrong? <4 Whan the patents runout on this product. our compeitos wil legally beable to cone so, are we going to aboutit? «© We spend ity milion dol a yearn internet advertising alone. But. that's ? {es by far he most costefecive system on the market. So isnt 4 Insite offering excelent salaries and benef, we'e stil fating to retain Key personnel %, owe from bere? fy etoaling the plants nat gong tobe cheap. So, sort offgue are we |. Weve considerably stepped up our R&D act. So, conwe ‘Choose a shetorial question from 5 or formulate one of your ow and use ito create 2 20econd presentation of your oun producto service or one you know wel Use the {allowing tree par structure: Present the stuation > Aska hetrical question > Answer the thetorial question Grouping points in tees seems to almost magically make them more memorable. Match Up the tre presentation extracts below: ‘8 What lit take to achieve ourgoas? In Canada, uss and Scancnava, How do we plan to become 2 mare € Time fort and tenaciy, social responsible fim? {Through aur total commitment ocean Where do cur key makes le? energy. sustainability ana fi trade, Abiltlon hours ago, human fe appeared on ‘cau Abllon minntes ag, Chrinenty ‘emerge. Aillion seconds go, the Beatles hangad musi forever. Abilon Goes Colas ago, was yesterday morning. Roberto Goleveta, former CEO Coca Cola (£92.18 Now, to each ofthe earacts in 7 adda fourth point asthe punchline Try delivering all four points, remembering to pause afte the third. ‘hen sen and compare your version with the one fu, moro al through ourcommitment to people But ist ane foremost, Germany. «But, aboveal, talent 642.16 Work wth» partner. Look tthe notes on page 69 and rewrite them 35 3 presentation using ax many impact techniques a you can. Compare your version with ‘others inthe cls. You can evaluate your performance using the feedback form onthe ‘website Thea listen and compare it with the one onthe CD. a 8C - e Pas mating! Incredible! LUnbetewabie! Revotionay! 38 Impact techniques ‘hey have say someting. ‘Wise men alk because they have something tsa; fools because { Pa, Greek pilasopher 1 €92.17 simple contrasts and opposites canbe very effective ina presentation: good and bag, past and present us and them. Complete the statements below using the idea ef contrast to help you. Then isten and check your answers. 2 This year weve number two in the market This n year weil ben °. bb Asthey ay, ts not a mater of ing things ight. es 3m. of a thee th mot ashing yout say yes today. ma. » roto «moot saying i's a good option ms itso. on © They sa you should look before you ep. 1. te th o 1 Five yeas ago wehad an ide Ta ithaste 2 19 Fe don't seize thi opportunity, 0 a w 1 we may never be the biggest, but we c s bethe be 2 Choose two or three of the sets of opposites below and crete a contrast foreach thats felevant toa company, product or service you know. Standup and present them to the rest of your group. [no =p as mo] (omnes) [ase TRE] [Gees Licooo))— [coco >, eee ‘reat speakers make sure they create 1 sence of excitement by using viv ‘expresive language - power language. The presentation extracts opposite soundpetty dul. injec some enthusiasm nto them by replacing the adjectives and verbs in Sold partner 2 tesa bg markt, tee an attractive dsion We've changed te industry, Weve reduced costs © so new product {These ae good ests. 4 We've beaten the compton. 1 Revenues have inreased 469218 ead ne fotaving statements. Dace were ou cul create eta emphasis Shad the nteslers inte order thy ae sted Dever each tater stresing the trdsyou eed Then Intend check our anne b we bles in tis compar. we need o be commited tos ces. uy oe unded aca done ete than we expecedin sor space ome. matical sc) 4 irsencouraging to se people working together a eam. ust 0, ely) «We naw dominate the sector, even though ts compettive. totally s hgh) eve ivested in RO and m delighted ta ay that tat investment has pid of. heal. solute 3 hundreds) ‘Every nit ha performed wel and beleve tis the beginning of an excing period fo this company. (supe, genuinely ist, tremendoush) [5 Metaphor is when you describe one thing in terms of another to create impact. For example, wien peopl ak about markets belng flooded or prices slashed, they are Speaking metaphorical. H metaphors ae used too often they lore power and become ‘chs, But used sparingly they canbe very effective, Number the metaphors below accocding tothe category they belong to: wipe out the competition outpace cur competitors grow ourbusiness jonforees fall behind start tosee the fruits of our efforts come under attack win back market share rethink our strategy be overtaken playa team reinforce our position ‘atch up with the market leaders bulla reputation levelthe playing field gett the root ofthe problem 1 Business sa sport bring out the big gune cultivate relationships reconstruct ourimage hit the ground unning fa yD 2 Busnessisarace 3 Businessiswar 4 Businessisa_——_5 Businessis 16 Tuto page 89 to practise adding imagery and power to your speech 39 | 80 | Impact techniques Itcontnually fascinates me that top busines managers and other professionals 00 couse t considerable expense in oder wo lear basic oral sills the same ‘kil that ae taught Ertyear drama student. Casi etre good acsing technique, had values we can resurrect nd explore, Think ofits series fools tht help you fs our way towards fuller exreson of words Patsy Rodenburg. acting coach 1 what are the most important smiarties and ferences between acting and preserting? 2 Whenever you combine cetoisl techniques, you multiply thelr impact Ue the knowedge of impact techniques you've Bult upto analyse the folowing movie extcts and in good examples ot: 2 thetorcal questions repetition of sounds © groups ee (lusone) repetition ofwords contests ondoppostesf combinations af the above Don Fatterman in Sating Fh [Mr Greeny, do you know why youre here? Youre here to see technology atts most advanced You're hereto buy a seventh generation compute. A computer you can tak to. ‘A computer that tlk to you. Thi is Johason Rs the fst computer tobe try free ofa keyboard. Mr Greenway, nobody kes type Everybody kes talk. Do you ket tal? keto talk. ohnson here doesn't just understand 3,000 words, not jst 6,000 words the ‘common everyday vocabulary of you or me —1ohason understands 80,024 werd DOTTY oc: nysvee is ~ t 1am not a destroyer of companies. | am a liberator of them. The point is, ladies and yee a ar ee ele Ina of is loms Greed re for money foe Inowledge has mare he ward are eee eater eel etnies arte that ther anton crperaton cle the USA, Aaron ektart in Thank Yu for Song In 1910 the US was producing 10bilion cigarettes a yea. By 1930 we were ip to 123 billon what happened in between? Thee things: a world war, dieting, and roves. 1927: talking pictures are bor, Sudsenly directors need to give ther actors something todo while they're taking. Cary Grant Carole Lombard are lighting up: Bette Davis a chimney. And Bogar: remember the fst pete with him and Lauren Bacal? She says: “peyone got match?” And Bogey throws the matches at her and she eatchesthem ~ ‘reatest romance ofthe century. How ister? Lighting a cigarette These dys when someone smokes Inthe moves, they ether a psychopath ora European Tre message Hollywood needs to send out i smoting is ool Mos ofthe actors smoke aad. ‘they start ington screen we can pu he ex backinto cigarettes 40 3. Choose one ofthe movie extracts in 2 and reduce it to nates you can write on five prompt ‘aids. Ty not to have more than sk words an each card 4 Deliver the presentation rom your notes Dont event to reproduce the aiinal st have fun witht and use at many impact techniques as you can But stick to your natural style relaxed, dynamic or whatover suits you best. 592.19 Ustento recordings ofthe thre presentations. Concentrate onthe way the speeches ae delivered you'd ie to, have another go your 5 9220 Impact techniques are not only useful in formal platform speeches, hey can also be very powerul in more relaxed, conversational presentations. Compare the two performances below of Cal Fiorina, former CEO of Hewlet Packard, Usten and read, Then answer the questions below. Good morning, What you jus saw isan ad that wil begin runing this mocning, We el hi 9d Anthem.’ art of 2 ‘campaign tat wil feature the tories of our customers and how they use our technology. And al af these customers that ‘we wl feature have one thing in common, Everyone of them ‘wat told that what they hoped to accomplish was impossibe. Fels was told they'd never make an overnight delivery Service work Amazon was told they'd never make online retaling work BMUs Formula One team was told they ever make a cr that rivals ear. In every single ese, ‘they proved the skeptics wrong, And ln every single case, HP ‘was thee. why i thi the face we have chosen to show the ‘world Because it's about everything we can achieve, working ‘together t's anafrmation af our belt that progres snot ‘made bythe cynics and the doubters, tis made by those who believe that everthing is possible. Now is not the easiest ‘time for the industry, or around the world for that mater But in these uncertaln times, sour capacity to ook ahead, ur capacty to bulla betterfture, our ‘capacity to develop practical solutions nat. WEEE eee dieanie ‘make our work the more essential ee eee Sere ere ener Serene tes ® Firina uses oneimpactrecinique nore UA Ae i serene than allthe ther combined Which eee cone int and wha fect doe have? peneeemneret 1b What ae the functions of the two Cerin eae ao thetrical questions Focina wes? eee ey ee ee a Se ae es ‘resentation a Comdex Computer 90 {What can you say about he way Farina ‘aries the length o her sentences? 4 wnat rhetorical ferences do you notice between the two spaces? 7 Tum to page 80 to practise using impact techniques youself. You can evaluate your performance using te feedback form on the website. a

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