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Table of Contents

CHAPTER I: SOCIALIZING IN BUSINESS 3
Cross-cultural Understanding 3
Getting Connected in Different Cultures 5
Keeping the Conversation Going 7
Small Talk in Business 8
CHAPTER 2: MAKING & ANSWERING A PHONE CALL 9
Preparing a Phone Call 9
Telephoning 11
Cross-cultural on the Phone 15
Making an Appointment 18
Handling Problems on the Phone 21
CHAPTER 3: TALKING ABOUT NUMBER 24
A successful investor 24
Business Success & Failure 26
Shares and Currency 27
The Language of Graphs 28
CHAPTER 4: DELIVERING A GOOD PRESENTATION 31
Presentation Technique 31
Preparing for a Presentation 33
The Audience 35
Structure of the Presentation 36
CHAPTER 5: UNDERSTANDING BUSINESS ETHICS 47
Law, Ethics, and Common Sense 48
Business Mistakes 49
CHAPTER 6: CONDUCTING AN EFFECTIVE MEETING 51
What Makes a Good Meeting? 51
Chairing a Meeting 52
CHAPTER 7: MAKING A SUCCESFUL NEGOTIATION 57
What is Negotiation? 57
Types of Negotiation 58
Preparing for a Negotiation 60
Making an Opening Statement 61
Bargaining and Making Concessions 62
REFERENCES 67

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 CHAPTER I: SOCIALIZING IN BUSINESS

In the end of the lesson, the students will be able to:
1. identify cultural differences in building business relationship

2. use appropriate words and phrases to build relationship and make
connection in business

Cross-cultural Understanding

In business, it is important to learn the art of communicating and socializing so the

business relationship can run well. One of the things you need to understand is the
cultural background of your potential business partner. Read the text below about
understanding different cultures.

EYE CONTACT









In many Western societies, including the United States, a person who does not
maintain “good eye contact” is regarded as being slightly suspicious, or a “shifty”
character. Americans unconsciously associate people who avoid eye contact as
unfriendly, insecure, untrustworthy, inattentive and impersonal. In contrast, Japanese
children are taught in school to direct their gaze at the region of their teacher’s Adam’s
apple or tie knot. Japanese adults lower their eyes when speaking to a superior as a
gesture of respect.

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 Latin American cultures, as well as some African cultures, such as Nigeria, have
longer looking time, but prolonged eye contact from an individual of lower status is
considered disrespectful. In the US, it is considered rude to stare-regardless of who is
looking at whom. In contrast, the polite Englishman is taught to pay strict attention to a
speaker, to listen carefully, and to blink his eyes to let the speaker know he or she has
been understood as well as heard. Americans signal interest and comprehension by
bobbing their heads or grunting.
A widening of the eyes can also be interpreted differently, depending on
circumstances and culture. Take, for instance, the case of an American and a Chinese
discussing the terms of proposed contract. Regardless of the language in which the
proposed contract is carried out, the US negotiator may interpret a Chinese person’s
widened eyes as an expression of astonishment instead of as a danger signal (its true
meaning) of politely expressed anger.
Adapted from Sweeney, S. (2004). Communicating in business. Cambridge University Press

1. After you read the text, discuss with a friend what the text mention about the
following.
a. American people
b. Japanese people
c. Chinese people
d. English people

2. State whether each statement is True or False.
a. Lowering your eyes is considered disrespectful in one country but a sign of respect
in another country.
b. It is okay to stare at someone in the United States.
c. Paying close attention and listening carefully is an important rule of communication
in the UK.
d. It is important to understand the cultural background of our business partner to
have a successful relationship in business.
e. Widening eyes are interpreted similarly in both China and the U.S.

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3. Before receiving a visitor from a foreign country- or before travelling abroad-
you need to think about some cultural issues that may affect relationships.
a. What research should you do before receiving your visitor, or before traveling?
b. What issues should you think about?

Getting Connected in Different Cultures

1. Read the text below about how business connection works in Egypt.
In Egypt, the government is usually the customer; private business usually does
not have big international accounts. A good introduction in Egypt requires governmental
references. For example, an American businessman in a large company in the U.S.
wanted to do business in Egypt. His company had no history of working in the Middle
East company. He had to get letters of reference and introductions from U.S. senator &
U.S. government’s envoy (government contact) to Egypt before the Egyptians would
consider doing business with his company.
The social relationship that develops between the two business parties is also
very important. It is not limited to the one person in charge of the account. During the
first meetings, the same respect and social interest should be shown to all persons who
are in the key contact’s office, even if they are not directly involved in the business deal.
These people may influence the key contact’s opinion.
Adapted from English, L. M. (1995). Business across cultures: Effective communication strategies.
Addison-Wesley

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2. After you read the explanation about business culture in Egypt, discuss with a
friend:
1. Does the same business culture apply in Indonesia? Explain.
2. Why do you need to give the same respect to all persons in the key contacts when
having business in Egypt?
3. Read the two case studies below and decide whether each is a good idea or not
when starting business in Egypt.
a. In preparation for his business trip to Egypt, a businessman from a Brazilian
company contacts a government office in Brazil to request for a reference. After he
receives the reference letter, he contacts the Egyptian businesses.
b. The Brazilian man meets the Egyptian business contacts and spends hours
socializing with them and their friends. After they have developed a good social
relationship, he begins to talk business.

After you learn about cross-cultural understanding, now you understand better about
different business culture. Here are some notes on cross-cultural topic you may need to
understand when socializing with a business partner from diverse culture.

Tips: understand the following in format ion about your bus iness

partner’s country.

• The actual political situation

• Cultural differences

• The role of women in business

• Transportation & telecommunications systems

• The main companies

• The market for business sector which interests you

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Keeping the Conversation Going

When starting a business, especially with someone from another country, it is important
to maintain both communication and relationship so the business can run smoothly and
the objectives of both parties can easily be achieved.
1. Problems in Communication
a. Below is the conversation between Edward from Chile who visits Taiwan & Jack,
a Taiwanese businessman.
Jack : Is this your first visit here?
Edward : No, I came here before for a trade fair. We began our East Asian operation
in 2005.
Jack : Shall we read through the business proposal after lunch?
Edward : Oh, sure. By the way, things have changed so much since I first came here
in 2005.
Jack : I’ll see you after lunch.
After you read and practice the conversation above, how do you feel? Is there
anything wrong with how the conversation goes? You may find that the conversation
does not run well because Jack does not respond well to Edward. When someone asks
question, you need to respond to it by giving comment or even asking supplementary
question to keep the conversation going.

Question Answer


Comment
OR
Supplementary
question

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b. Modify the conversation above based on the ideal conversation model and
present it in front of the class.

Small Talk in Business

Although business relationship is often considered formal, having a small talk with your
business partner can help you build a good relationship.
a. Match the phrases on the left with the correct responses on the right

a. Did you have a good 1. Very wet and cold, I’m

trip? afraid

b. Was the flight on time? 2. Yes. It was

c. That’s good. And how 3. Thank you. Milk tea

was the weather in would be great

Santiago? 4. Very good, thank you

d. Really? Well. It’s much 5. Yes, it’s very warm

better here

e. Can I get you a drink or

something?


b. Now, make a good conversation from the phrases and responses above. You
may add some sentences to keep the conversation going.

Useful for Phrases for small talk

• Pleased to meet you
• It’s a pleasure
• How was your trip? Did you have a good flight?

• How long are you staying here?

• I hope you like it
• Is your hotel comfortable?
• How are things in (Chile)?
• Can I get you anything?
• If you need something, please let me know
• Can we do anything for you?

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CHAPTER 2: MAKING & ANSWERING A PHONE CALL


In the end of the lesson, the students will be able to:

1. communicate by phone using appropriate expressions

2. understand cross-cultural communication on the phone

3. make appointments by phone

4. handle problems on the phone

Preparing a Phone Call

Clare Macey, a director of a telecommunication company, was interviewed about

what to prepare when making and receiving a phone call.








Q: Clare, as a communication specialist, what do you suggest to make a smooth
phone conversation?
A: Well, if I’m making a call, prediction is one thing. I have to try to guess what the other
person might say- or ask. I think a lot of it is subconscious preparation. But there are
conscious things too, like getting together any information I need, having the right file
nearby, my diary, notepaper, a pen, and also I might need some particular stuff on the
computer screen. All that- what you call desk preparation- is important. Then in
addition, there are specific things like checking recent correspondence, knowing exactly
what’s going on, knowing what we ought to be doing, and understanding the situation or
the relationship. Then, finally I would say that part of the preparation needs to be-if

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you’re making the call- you have to think about your objectives, what you want from the
call, what you may need to ask or need to say. All that should be clear in your mind. So,
in conclusion, I’d stress that it’s terrible if you’re not prepared. It sounds unprofessional
and it wastes a lot of time too.
Q: Wow, I’ve never thought that making or receiving a phone call needs a good
preparation too. Anything else you want to say about making a call, for example,
when you are not ready to answer a call, what would you do?
A: You should also prepare for incoming calls. Of course, you don’t always know when
someone is going to call, but you can have some idea just by knowing what work is going
on. So, I think if I know someone’s gong to call me then of course it makes sense to think
about what they’ll be talking about and to try to anticipate what they might ask or say. In
other words, to predict what might come up. That way, I can see if there’s anything in
particular I need to find out or check before they call, or think about what I need to ask
them. So, if someone calls me and I’m not really ready to talk to them, I often say I’ll call
back. I’ll ring then when I’m ready.

1. Based on the suggestions from Clare Macey, what important things you should
pay attention when making or receiving a call? Circle the correct statements.
a. Do not try to guess what the other person will say.
b. Think about your objectives from the call- any questions you need to ask or things
you need to say.
c. If someone calls and you are not ready for them, ask them to call back later.
d. Desk preparation: prepare the desk- paper, pen, any relevant documentation.
e. Check recent correspondence and know the situation.
f. Have your desk calendar on hand, so you can make appointments.
g. Anticipate what the caller might say or ask.

2. Can you suggest some other things to prepare when making or receiving a call?

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Telephoning

Below are some examples of telephone conversations. There are some typical
expressions used when talking on the phone.
• Connecting
Conversation 1
Michelle : Hello, you've reached the marketing department. How can I help?
Richard : Can I speak to Rosalind Wilson, please?
Michelle : Who’s calling please?
Richard : It’s Richard Davies here.
Michelle : Certainly. Please hold and I’ll put you through.
Richard : Thank you.
Conversation 2
Michelle : Hello, marketing. How can I help?
Mike : Could I speak to Jason Roberts, please?
Michelle : Certainly. Who shall I say is calling?
Mike : My name’s Mike Andrews.
Michelle : Just a second - I’ll see if he’s in. Hello, Jason, I’ve got Mike Andrews on the
phone for you ... OK - I’ll put him through. Hang on a moment, I’m just putting you
through.
Useful Phrases
How can I help?
Can I speak to ..., please? Who’s calling, please?
Please hold
I’ll just put you through
Could I speak to......please?
Who shall I say is calling?
Just a second
I’ll see if he’s in

I’ve got ........on the phone for you Hang on a moment



From bbc.co.uk

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• Taking and leaving a message
Mrs. Sorensen called Mr. Johnson at his office, but he is not there. The secretary
answered the phone and offered her to leave a message. Complete the exchanges below
with words from the box.

Speak would call

Leave tell repeat
Could call back say


Mrs. Sorensen : Can I………… to Mr. Johnson, please?
Secretary : He isn’t here at the moment …………..You leave a message?
Mrs. Sorensen : Yes ……. you say Mr. Sorensen called?
Secretary : I’m sorry, can you ….. your name?
Mrs. Sorensen : Yes, it’s Sorensen. S.O.R.E.N.S.E.N.
Secretary : Shall I ask him ………. you tomorrow?
Mrs. Sorensen : No, it’s okay. Please tell him I’ll ……………… later
Secretary : Anything else I should tell him?
Mrs. Sorensen : Yes, please ……………… him. I’ll arrive on Thursday at about three
in the afternoon.


Useful Phrases
I’m sorry, he’s not available
Sorry, he’s away
Sorry, he’s not in
Could you give him a message?
Can I leave him a message?

Can I take a message?

Would you like to leave a message?

Can I help you perhaps?

Shall I ask him to call you back?

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• Calling someone you know
If you know the person, or have spoken before, it’s
normal to chat for a few seconds before saying why you
are calling.
Sandra : “Hello, this is Sandra speaking from
McKenzy Communication”
Tom : “Hello Sandra, how are you? It’s been a
while since I last saw you in Bali”
Sandra : “I’m great. Yeah, it was an amazing project we had in Bali. How are you?”
Tom : “Very well, a bit busy with some new projects. My company is launching a
new product next week.”
Sandra : “Glad to hear that. Anyway, I’m calling to inform you about the
customer’s feedback on our joint product. 90% of the customers wrote
that they’re satisfied with the product”
Tom : “Oh wow, that’s amazing! Let’s meet and discuss more after I finish with
my new product launch. Shall we?”
• Calling someone you do not know
Perhaps a colleague has asked you to call someone. You don’t know the
person, so you should introduce yourself and mention your colleague’s
name. Remember, if you haven’t spoken to the person before, or don’t
know them, then social talk is inappropriate – get straight to the
reason for your call.
Sandra : “Hello, this is Sandra Devina calling, from McKenzie
Telecommunication.”
Tom : “Hello, what can I do for you?”
Sandra : “I’m calling on behalf of my colleague, Robert Bluemling”
Tom : “Oh, alright. Yes, Robert the manager”
Sandra : “That’s correct. Tom asked me to inform you that your proposal
for the new cooperation has been approved”
Tom : “Wow, that’s such a great news! Thank you Sandra!”

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 • Problems when telephoning
Sometimes, problems can happen when you talk on
the phone. How can you cope with the problems?
Study someuseful phrases below to help you
understand what to say when having problems during a
phone conversation.

When you can’t hear When you don’t When you want to
someone understand what correct what the other
someone says person has said
• I’m sorry, could you • I’m sorry, I’m not • Actually, it’s 16,
speak up, please? sure I understand. not 60.
• I’m sorry, I can’t hear could you repeat • I’m sorry, but I think
you very well.” that please? there’s been a
• I’m sorry, the line’s • Sorry, I didn’t quite misunderstanding.
bad – could you catch that. Would The payment’s due
repeat what you just you mind explaining next week, not next
said?” it again, please?” month.
• I’m sorry, I didn’t get • I’m sorry, but that’s
that. Could you say it not quite right.
again, please?
• I’m afraid I don’t
follow you. Could
you repeat it, please?
Adapted from www.english-at-home.com

Practice!
You have learned some examples of making and receiving a phone call, including
useful phrases you can use on the phone. Modify one of the conversations above
and add some problems to practice the phrases. You can also make your own
conversation.

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Cross-cultural on the Phone

Conversation 1 Conversation 2

Kyoto : XXXXXXXX
A : Yes, I think we have a little
Gallo : Hello, Michael Piccolo here,
difficulty here. I think we’re
calling from New York. Could I
barking up the wrong tree.
speak to someone o Exports,
B: I beg your pardon?
please?
A: I said we’re barking up the wrong
Kyoto :XXXXXXXX
tree.
Gallo : I beg your pardon? Could you
B: Sorry, I don't understand.
speak English, please?
A: We’re wasting our time going for
Kyoto : XXXXXXX
that market.
Gallo : Hello? Is there anyone there
B: Okay, I think….I think I
who speaks English?
understand.. the wrong tree?
Kyoto :XXXXXX
A: Yes, the wrong market.
Gallo : Oh dear. I’ll call again later…

Conversation 2
Ambo: Ambo Computers

Maria: Hello, Marie Eckstein. I’m calling about my computer, a CX3000. I left it to be

repaired last week and you couldn’t tell me when it would be ready- We weren’t sure


what the problem was and er…I was to phone to find out. Is it ready? Can you tell me

anything about it? Hello, are you still there?

Ambo: Yes, I’m here… What did you say your name was?

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1. Match each conversation with a picture above. Then identify the problem &
find solution.

Conversation Picture Problem Solution

1

2

3



2. Read the text below to learn more about cultural problems in phone
conversation.
Barrier to Oral Communication
Oral communication usually presents more problems than written
communication. Even if someone speaks your language, you may have a hard time
understanding the pronunciation if the person isn't proficient. For example, many
non-native English speakers can't distinguish between the English sounds v and w,
so they say "wery" for "very." At the same time many people from the United States
cannot pronounce the French r or the German ch.
Also, people use their voices in different ways, which can lead listeners to
misunderstand their intentions. Russian speakers, for instance, speak in flat, level
tones in their native tongue. When they speak English, they maintain this pattern, and
non-Russian listeners may assume that the speakers are bored or rude. Middle
Easterners tend to speak more loudly than Westerners and may therefore mistakenly
be considered more emotional. On the other hand, the Japanese are soft-spoken, a
characteristic that implies politeness or humility to Western listeners.
Idiomatic expressions are another source of confusion. If a U.S. executive tells
an Egyptian executive that a certain product "doesn't cut the mustard," chances are
communication will fail. Even when the words make sense, their meanings may
differ according to the situation. For example, suppose you are dining with a
German woman who speaks English quite well. You inquire, “More bread?" She
says, "Thank you," so you pass the bread. She looks confused; then she takes the
breadbasket and sets it down without taking any. In German, thank you (danke) can

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also be used as a polite refusal. If the woman had wanted more bread she would
have used the word please (bitte in German).
When speaking in English to people who speak English as a second language,
you may find these guidelines helpful:
I. Try to eliminate noise. Pronounce words clearly, stop at distinct punctuation
points, and make one point at a time.
2. Look for feedback. Be alert to signs of confusion in your listener. Realize that nods
and smiles don't necessarily mean understanding.
3. Rephrase your sentence when necessary. If someone doesn't seem to understand
you, choose simpler words; don't just repeat the sentence in a louder voice.
4 Don't talk down to the other person. Try not to overenunciate, and don't "blame"
the listener for not understanding. Use phrases such as "Am I going too fast?" rather
than "Is this too difficult for you?"
5. Use objectives accurate language. Avoid throwing around adjectives such as fantastic
and fabulous, which people from other cultures might consider unreal and overly
dramatic.
6. Let other people finish what they have to say. If you interrupt, you may miss
something important. You'll also show a lack of respect.
Adapted From Courtland L. and John V. (1998). Business Communication Today. Pearson Education Inc,

3. Write True (T) or False (F) based on the text above.
a. Speaking is more difficult than writing
b. Pronunciation presents special difficulties.
c. English spoken in a flat, level tone sounds uninterested.
d. Middle Easterners are more emotional than Westerners.
e. The Japanese tend to speak softly.
f. It's good to use a lot of idiomatic and colloquial phrases when speaking.

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4. Read the numbered points 1-6 in the text again. Match each of the phrases in the
box below to one of the points.

• don’t interrupt
• notice if your listener understands

• repeat using simple words
• use neutral language

• speak clearly
• take responsibility for poor understanding


Which do you think is most important for you when you speak English on the phone?

Making an Appointment

• An Appointment with a colleague from the same company

1. Study the conversation between two colleagues, Bob and Lara. They need to
meet because a third colleague, Leon, has resigned.
Lara: Bob? Lara here. Listen, Bob. I really think we should meet to work out what to
do about replacing Leon, we have to find someone.
Bob: Okay, when?
Lara: Now, if you like.
Bob: No, I can’t right now. I’ve a meeting with Rama. It might take all day. What about
tomorrow, or tonight?
Lara: No, no. Tomorrow’s okay. Just take your time. You’ll come here?
Bob: Yeah, I’ll come to you- say 9 o’clock?
Lara: Right, okay, we’ll meet in the morning, at 9.00.
Bob: Okay, Bye then.
Lara: See you.
2. Practice the conversation above. Then make your own version by changing the
day of the meeting, agenda, time, etc.

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• An appointment with an overseas company
1. In this conversation, a Singaporean exporter, Computech Arcos, plans to send
goods from Singapore to Los Angeles. The caller wants to have a meeting with
a U.S. shipping company, Intership.
Intership : Intership, good morning.
Computech : Hello, my name's Alex Hall from Computech Arcos in Singapore.
Intership : Sorry, did you say Alex Hall from Computech Arcos?
Computech : Yes, that's right.
Intership : Okay, this is Daniela, secretary. How can I help you, Mr Hall?
Computech : Well, I'd like an appointment with Mr Dion .
Intership : Can you tell me what it's about?
Computech : Certainly. I'd like to discuss the transporting of goods from
Singapore to Los Angeles.
Intership : I see. When would be a good time for you to come here?
Computech : May I suggest next week?
Intership : I'm sorry, next week's not possible - Mr Dion is away next week.
How about the beginning of next month?
Computech : That would be fine.
Intership : Okay, I’ll write it down. Would December 3rd be good for you? Our
office opens 7 am to 7 pm on that day.
Computech : Sure, not a problem. I’ll send an email to reconfirm.
Intership : That would be great!
2. Practice the conversation above. Then, practice again using your own version.
Suggest a different date of the meeting and try to use some other phrases to
make an appointment.
Usef ul Ph rases
I’m calling to…

Could we meet next week?
When would be a good time?
Is Thursday good for you?
What about next month?
That would be fine.

Sorry, I can’t make it,

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Companies often use emails together with the telephone. Here’s why.
• to advise that one is going to phone at a stated time
• to send details that might be misunderstood on the phone
• to send technical information
• to send informal messages to someone who is not there
• to save time
• to confirm arrangements or details of something

2. After agreeing on the schedule to ship the product, Mr. Hall sends an email to
check there has been no misunderstanding in the conversation with Intership.
Write the email using the template below.

From : Alex Hall a.hall.@computercharcos.com
To : petakr@intership.com
Sent : November 20, 2020 11.15 AM
Subject : Meeting with Mr. Dionis

Dear Daniela,

…………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………

Regards,
Alexander Hall

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Handling Problems on the Phone

Lee Santana is a telecommunication equipment retailer from Los Angeles.

1. Study and practice the conversation below he has with a supplier, Yoshinaga
Takafumi. He works for AKA Company, a Japanese telephone system
manufacturer.
Yoshinaga : Hello, Mr Santana. How are you today?
Santana : Very well, thank you.
Yoshinaga : What can I do for you?
Santana : Well, unfortunately there's a problem with the
order we received from you yesterday. It seems we haven't received the
right quantity of manuals to support the HT telephone system. We sent the
supplies to our sales reps, several of them said that there are no manuals
enclosed.
Yoshinaga : Oh dear. That's bad news. I am very sorry to hear that. And you don't
know how many packages are without manuals?
Santana : No, because we haven't opened every pack. But in several of those that
have been opened, there are none -no manuals.
Yoshinaga : So, some of them have them. But... er ... I'm very sorry about this
inconvenience, Mr Santana. Listen, can I suggest the quickest solution - if
it's okay with you? Of course, if you prefer a different solution we can do
that, too, but let me suggest something.
Santana : Right, what do you suggest we do?
Yoshinaga : Well, if you send us the address of all the sales reps you have distributed
the phones to, we'll send out the manuals this afternoon, entirely at our
own cost and they should arrive tomorrow or the next day at the latest.
Santana : All of them?
Yoshinaga : Yes ... it may be that some have them already, but we cannot be sure
who - so the best thing is to send out a manual for every package.
Santana : Yes, yes, I see. That would be the best thing. OK, Mr Yoshinaga. I'll email
you the list of all the agents we've sent the packages to and leave it to you
to resolve the problem of the manuals.

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Yoshinaga : Okay, thank you. And please accept our apologies for this delay, this mix-
up. I assure you we'll do everything possible to find out why the mistake
happened.
Santana : Fine, thanks for your quick action.
Yoshinaga : Not at all. Thanks and goodbye for now. Do call if there is anything else.
Santana : Alright, thank you. Goodbye, Mr. Yoshinaga.
2. After you study and practice the conversation:
a. Identify the problem and the suggested solution
b. Do you think Mr. Santana made complaints in an appropriate manner? Why/why not?
c. Do you think Mr. Yoshinaga provided good customer service? In what ways?
3.The conversation above follows the following structure. Complete the following table
by identifying the corresponding parts of the conversation. The first one is done for you.
Customer Supplier
Greeting and small talk - Hello, Mr. Santana. How are
you today?
Small talk -

Stating problem -

Apology (1)
-
Suggesting solution
-
Agreeing to suggested -
solution
Confirmation -

Apology (2)
-
End call -

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 Useful Phrases Tip s
If you make complaint:

Unfortunately, there’s a problem with the printer - be sure of the fact
calling to complain about the printer
I’m - have documentation available
- decide what you require to resolve the problem
The printer doesn’t work

haven’t received the manual
We
If you receive a complaint:
not the first time we’ve had this problem
It’s - consider your company reputation

Could
you tell me exactly what the problem is? - express surprise
very sorry about the problem - ask for details
I’m
- suggest action
I’m
afraid that’s not quite right - make reasonable suggestion

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 CHAPTER 3: TALKING ABOUT NUMBER
In the end of the lesson, the students will be able to:

1. use number- and money-related terms in business communication
2. understand language of graphs

A successful investor

1. What do you think makes a successful investor? Rank the words below from
1 to 7. Explain your reason.


a long-term strategy good luck courage
caution quick thinking good timing good advice



1……………………………………………………………………..
2. ……………………………………………………………………..
3. ……………………………………………………………………..
4. ……………………………………………………………………..
5. ……………………………………………………………………..
6. ……………………………………………………………………..
7. ……………………………………………………………………..
2. Read the story about the world’s most successful investors below. Decide which
of the above qualities were most important four each man.

Investor Description Quality

Perhaps the most outstanding investor

of recent time is Warren Buffet. He

started in 1956 with $800 and is today

one of the world’s richest men., with a

personal fortune of more than $8.5 bn.
Warren Buffet
He did it by careful, long-term

24
 investment in simple, mass-market
companies. It’s a strategy that has
outperformed the Dow Jones industrial
average in every year since 1956.
Sir John Templeton turned a £10,000

investment in 1954 into more than £300

m. He did this as a result of “investing at

the time of maximum pessimism” – in

other words, moving against current

investment fashions. He bought when

Sir John Templeton stock markets were lowest and sold
when they rose.
Sir James Goldsmith is worth around

£1.15 bn. He made his money as an asset

stripper, but he kept it because of his

sense of timing. He anticipated the

financial crash of 1974, the boom of the
Sir James Goldsmith
early 1980s and the great stock market

crash in 1987.
George Soros’ Curacao-based Quantum

Fund has produced a return of almost

35 per cent a year over 26 years, the

greatest growth fund in history. A stake

of £1,000 invested with Soros in 1969
George Soros
would be worth £ 2.15 m today. Most
famously, Soros made £1 bn by selling
sterling just before it was devalued
(after leaving the European exchange
rate mechanism), and then buying it
back.

25
3. Look again at the text and match the underlined words to these definitions.
a. reduced in value
b. has done better than
c. thinking that whatever happens will be bad
d. money that is risked in a business
e. a sudden collapse
f. a person who bus an unsuccessful company, sells its most valuable parts and then
closes it down.
4. After you match the words with the synonym, make your own sentences using
each of the underlined words from the text.

Business Success & Failure

1. Below are some words related to business. Some of them have negative
meaning and usually relates to failure. Others have positive meaning and are
related to success in business. Put the words in the appropriate table.









Success Failure

26
2. The sentences below use the words above to talk about positive and negative
events. Some of the words are not used correctly and does not make any sense.
Analyse the sentences to find the incorrect ones. Then, replace the incorrect word
with the correct one.
a. During the slump of the 1930s, there was a lot of unemployment and high inflation
in many countries.
b. The decline of the Japanese economy since World War Two has been
extraordinary.
c. The 1950s was a golden age for the American economy.
d. The oil crisis of the 1970s led to a period of expansion for most Western countries.
e. The 1987 stock market boom was the worst financial disaster for many years.
f. Investment bankers made huge amounts of money during the bear market of the
mid 1990s.

Shares and Currency

1. The words in the box below are related to either currency or shares. Put these
words in the suitable category.









Shares Currency








2. In pairs, discuss the meaning of each word and make sentences.

27
The Language of Graphs

1. Read the news about Black Monday in 1987. Then answer the following
questions.
Black Monday
The breakfast news on Tuesday, 18 October 1987.
Yesterday was the worst day on the stick market this century. In London, share
values fell by around £50 billion; on Wall Street, the Dow Jones index plunged 508
points- a drop over 20%.
Share values had soared to new highs this autumn and for weeks analysts had
been predicting that the bull market couldn’t last. But when the crash came the market
fell more dramatically than anyone had imagined.
Today, everyone is hoping that the situation will stabilize and that markets will
recover quickly. In the last major stock market crash in 1929, the market fell by just
10% and that led to the great depression- a time when hundreds of banks failed,
thousands of businesses closed and millions of people lost their jobs.

a. What date was “Black Monday”?
b. How much money was lost on the London market?
c. By how many points did the Dow Jones index fall?
d. What percentage was this?
e. When was the previous great stock market crash?
f. By how much did the market fall then?

2. Complete the table with the following verbs related to graph. Add more
appropriate verbs of movement that you know.

28

Up Down No change







2. Which of the verbs of movement do you think best describe points 1 to 10 of
this graph?











1) …………………………………………………………
2) …………………………………………………………
3) …………………………………………………………
4) …………………………………………………………
5) …………………………………………………………
6) …………………………………………………………
7) …………………………………………………………
8) …………………………………………………………
9) …………………………………………………………
10)…………………………………………………………

3. Look at the news about Black Monday again. Circle the verbs of movement
used in the news.

29
 4. After you identify the verbs of movement in the news, complete the
following table. The first one is done for you.
No. Sentence from the news Your own sentence

1. Share values fell by around The computer sale fell significantly this
£50 billion. month as more people use smart phone
for work.

30
 CHAPTER 4: DELIVERING A GOOD PRESENTATION
In the end of the lesson, the students will be able to:
1. understand presentation technique
2. understand the structure of a presentation
3. deliver an effective presentation

4.

Presentation Technique

1. Before studying about presentation strategies, answer these questions:

1) What makes a good presentation?
2) Do you see yourself as a good presenter? Why/why not?

2. The text below contains several recommendations for giving effective
presentations. Scan the text to match the seven points below to the right
paragraph (a-g). The first is done for you.
Presentation tips Paragraph
1 Choose visuals to support the c
presentation.
2 Have a simple, clear structure.
3 Show enthusiasm.
4 Use PowerPoint.
5 Making informal presentations.
6 Consider the audience.
7 Dealing with nerves.

31
a. The key to a successful oral presentation is to keep things simple. I try to stick to
three points. I give an overview of the points, present them to the audience, and
summarize them at the end.
b. My purpose or desired outcome, the type of audience, and the message dictate the
formality of the presentation, the kind of visuals, the number of anecdotes, and the
jokes or examples that I use. Most of my presentations are designed to sell, to explain,
or to motivate. When I plan the presentation, I think about the audience. Are they
professionals or nonprofessionals? Purchasers or sellers? Providers or users?
Internal or external? My purpose and the audience mix determine the tone and focus
of the presentation.
c. When I make a presentation, I use the visuals as the outline. I will not use notes. I like
to select the kind of visual that not only best supports the message but also best fits
the audience and the physical location. PowerPoint, slides, overhead transparencies,
and flip charts are the four main kinds of visuals I use.
d. PowerPoint and slide presentations work well when I am selling a product or an idea
to large groups (15 people or more). In this format, I like to use examples and graphs
and tables to support my message in a general way.
e. In small presentations, including one-on-ones and presentations where the audience
is part of the actual process, I like transparencies or flip charts. They allow me to be
more informal.
f. I get very, very nervous when I speak in public. I handle my nervousness by just
trying to look as if, instead of talking to so many people, I'm walking in and talking to
a single person. I don't like to speak behind lecterns. Instead, I like to get out and just
be open and portray that openness: "I'm here to tell you a story."
g. I try very hard for people to enjoy ray presentations by showing enthusiasm on the
subject and by being sincere. I try not to use a hard sell — I just try to report or to
explain — and I think that comes across. In addition, it helps that I am speaking about
something that I very strongly believe in and something that I really, really enjoy
doing.
From Kitty Locker .(1998). Business and Administrative Communication. Irwin McGraw-Hill

32
2. After reading some advice for presentation, what advice from the text above you
think is the most important?

Preparing for a Presentation

A group of management trainees is talking about the preparation of presentations.

They mention eight key areas, each represented by one of the pictures below.
George: Right, now let's think about the preparation of the presentation. What has to be ...
what do you have to do to prepare it?
Sara : The most important thing is to know about the audience, find out about them
Luigi : Yes, but you need to make sure about your objectives first, so decide on the
objectives - what you want the talk to achieve.
Sara : Yes, but to do that you need to know about the audience - their knowledge,
what they want to know, you know everything like that.
Luigi : Yes, all that's important ...
Bob : Yes, true ...
George: So, audience and objectives.
Others: Yes / Right / Okay.
Bob : And the third thing you have to sort out is content, collect information, organize it,
decide on a structure.
Sara : Yes, get a good structure, I agree ... Then once the structure is okay, well, you need
visuals, any graphs, you know, that sort of thing ...
George: Yes, the visual supports.
Sara : Then, well, you could write it all out. At least the introduction - just to practise
it. Some people write out everything, some don't. It depends.
George: Yes, I think that's a good point. But practice is really very important. A key
.. key part of the preparation is to actually practise it, to give the presentation -
practise ... until you could do it just from notes. Then well ...what else?
Luigi : Check all the language, keep it simple, make sure there're no mistakes on the
visuals. Spelling and all that.
Bob : And I think you should check that the room is okay, check the equipment is
okay. And maybe also ... PowerPoint, you know. If you use PowerPoint, make sure
your computer and the disk, or the data projector, make sure it all works.

33
George: Yes, PowerPoint, of course.
Sara : If you don't know PowerPoint, go on a course. Learn it.
George : Yes, using presentations software can help enormously.

1. Number the pictures in the order in which they are mentioned in the conversation.

34
2. From the conversation, which of the points do you think are the most
important? Do you feel it is necessary to write out a presentation?

The Audience

Audience is important part of a presentation. However, not all presentation runs

smoothly and the audience can be dissatisfied. Read the comments from the
audience who are listening to a presentation at an international conference. What
caused the problem in each case?

No Audience comment Problem

1 “What on earth is he talking about?” “I
have no idea!”
2 “Hey, Sarah! Wake up! He’s finished!”

3 “Read that! I can’t read that! I’d need a
pair of binoculars!”
4 Speak up! I can’t hear a thing!”

5 “Summarize four main points? I only
noticed one! Have I been a sleep?”

35
Structure of the Presentation

1. Introduction
The first important part of a presentation is introduction. With good introduction,
your presentation will be easy to follow and the audience understands what you are
going to talk about.
a. Read an introduction of a presentation on the marketing plans for a new
telecommunications system produced by Telco. Do you think the introduction is
well structured and easy to understand?

Thank you for coming today. As you know, I want to talk about the marketing plans.
Brand identity is a key issue and what it means is how we are seen by our customers
and how our products are recognised and what our consumers think of us as a
company. And I should also say, what they think of our products and the name ... what
Telco means for them. And advertising is part of it of course, though not something I
am going to talk about now except to say that as for brand image, it's important in that
area too, advertising that is.

b. Now, read another introduction to a presentation about plans to develop a new
production plant in Taiwan. Then compare it with the previous one.

Okay, thanks. I'm here to talk about the design proposals for the production
plant at Taipei. My talk will be in three parts followed by a 30-minute discussion. I'm
going to start with the background to each proposal - something about our
negotiations with the Taiwanese government - then in the second part I'll go over the
main characteristics of each proposal. Proposal One and Proposal Two. Then in the
third part I'll highlight some key considerations we have to bear in mind. Finally, I'll
end with an invitation to ask questions or make any comments you like. We'll discuss
matters arising from the talk ... Okay? So to begin with, a few words on the history.

36


1) Introduction

2) Background

3) Proposal One

4) Proposal Two

5) Key consideration

6) End/Discussion

Here is the structure of the second introduction. Can you identify sentences/phrases
used in each step of the structure? Write them below. The first one is done for you.
1. I'm here to talk about the design proposals for the production plant at Taipei.
2 …………………………………………………………………………………………………
3. …………………………………………………………………………………………………
4. …………………………………………………………………………………………………
5. …………………………………………………………………………………………………
6. …………………………………………………………………………………………………

c. Study the outline and introduction to a talk on safety for a manufacturing
company below.

37
Right, I want to say something about the new safety conditions for production staff. My
talk will be in three parts. First, I'll tell you about the new protective clothing. Then I'll
explain about the training in accident prevention, and the final part of my talk explains
changes to working practices. After my talk I'll be happy to answer any questions and we
can have a discussion about these new proposals.

d. Choose one of the topics below, then make an outline and give a one-minute -
introduction to a talk on the topic.
- your hometown –eating out - socializing in business
- a thing you really like –online classes –business trip



Useful Phrases


I plan to say a few words about safety.
I’m going to talk about safety.


I’ve divided my talk into three parts

My talk will be in three parts.

First….
Second..


My talk will take about ten minutes.

The presentation will take about fifteen minutes.

38
2. The Main Body
The second part of a presentation is the main body. This is the heart of your
presentation that covers all the content of your presentation.
a. Read the following passage and identify at least six recommendations about
speaking technique that can help to make the message in a presentation clear.
No Technique
1
2
3
4
5
6

Clear Objectives, Clear Plan, Clear Signals: The Secrets of Presentation Success
Any presentation requires a clear strategy or plan to help you reach your
objectives. The aim is not to spend twenty minutes talking non-stop and showing a lot of
nice pictures. It is to convey a message that is worth hearing to an audience who wants
to hear it. However, how many speakers really hold an audience's attention? What is the
secret for those who do? First, find out about the audience and what they need to know.
Plan what you're going to say and say it clearly and concisely.
A good speaker uses various signals to help hold the audience's attention and
make the information clear. One type of signal is to introduce a list with a phrase like
There are three things we have to consider. The speaker then says what the three things
are and talks about each one at the required level of detail. For example: There are three
types of price that we have to think about: economic price, market price and psychological
price. Let's look at each of these in more detail. First, economic price. This is based on
production costs and the need to make a profit ... and the speaker goes on to describe this
type of price. After that, he goes on to talk about the market price and so on.
Another signaling technique is to give a link between parts of the presentation.
Say where one part of the talk ends and another starts. For example, a well organized
presentation usually contains different parts and progression from one part to the next

39
must be clear, with phrases like That's all I want to say about the development of the
product. Now let's turn to the actual marketing plan. This technique is very helpful to the
audience, including those who are mainly interested in one part only.
Another type of signaling is sequencing of information. This usually follows a
logical order, perhaps based on time. So a project may be described in terms of the
background, the present situation and the future. Key words in sequencing information
are first, then, next, after that, later, at the end, finally, etc.
Still another technique that helps to emphasize key points is careful repetition.
Examples are As I've already said, there is no alternative but to increase production by 100
per cent or I'd like to emphasize the main benefit of the new design — it achieves twice as
much power with half as much fuel.
A final point concerns timing and quantity of information. Psychologists have
suggested that concentration is reduced after about twenty minutes without a break or a
change in activity. Furthermore, audiences should not be overburdened with technical
details or given too many facts to remember. It is claimed that to ask people to
remember more than three things in a five minute talk is too much. Some say that seven
is the maximum number of any length of presentation. Any such calculations are
probably not very reliable, but every speaker needs to think about exactly how much
information of a particular type a specific audience is likely to absorb and to plan
accordingly.
b. Read the following text about the main body of a presentation and identify:
1. the relationship between the main body of the presentation and the introduction
………………………………………………………………………………………………………………………..
2. a recommendation on one way to divide the main body of a talk
………………………………………………………………………………………………………………………..

The Main Body of a Presentation
The main body of the presentation contains the details of the subject or themes
described in the introduction. All the above techniques are especially useful in making
the main body easily understood. They help the audience to follow the information and
to remember it. They also help the speaker to keep to the planned structure and to know
exactly what stage has been reached at all times during the presentation. Clear structure

40
doesn’t just help the audience. In many presentations, the main body can be usefully
divided into different parts. The main parts, each with a main heading, are referred to in
the introduction. Clearly, there are many ways to divide the main body of a presentation
and often different parts will themselves be divided into smaller sections of information:






‘

c. Below are two presentations of the same information about climatic change.
Which is easiest to understand? Why?

Presentation 1

Climatic changes in the Northern hemisphere may have been the result of volcanic

activity. The 1991 eruption may have contributed to ozone damage causing the unusually

high world temperatures in 1992. Also, industrial contamination puts important

quantities of noxious gases like CO2, S02' CO and N02 into the atmosphere through

burning fossil fuels. These gases contribute to the so-called 'greenhouse' effect and global

warming. Another main area of industrial pollution of the atmosphere is the release of

ozone-damaging chemicals like chlorofluoro-carbons and polychlorobiphenols. These are

used in refrigeration, some manufacturing processes and in fire extinguishers. Another

source of damage to the environment is car and plane engines because they release the so-

called 'greenhouse' gases such as CO2.

41
 Presentation 2

Climatic changes in the Northern hemisphere may have been the result of three

types of effect on the environment: first, volcanic activity, second industrial pollution, and

thirdly transport. Let's look at these in more detail. First, volcanic eruptions. The 1991

eruption may have contributed to ozone damage causing the unusually high world

temperatures in 1992. The second key area is industrial contamination. Industry puts

important quantities of noxious gases and chemicals into the atmosphere. There are four


important gases released by burning fossil fuels. These are CO2, SO), CO and N02• They

contribute to the so-called 'greenhouse' effect and global warming. The second main area

of industrial pollution of the atmosphere is the release of ozone damaging chemicals like

chlorofluoro-carbons and polychlorobiphenols. These are used in refrigeration, some

manufacturing processes and in fire extinguishers. Finally, the third source of damage to

the environment is transport. Car and plane engines are a problem because they release

the so-called 'greenhouse' gases such as CO2.


Practice!
Below are the visuals from a brief presentation to management trainees studying
international marketing. Use the information to give a short summary of
international marketing strategies using listing techniques.

42
3. The End
Just like introduction and main body, the end part is just as important in a presentation.
a. Answer the following questions:
• What does the end of a presentation contain?
• Can you identify different approaches used by two speakers in the picture below?
• Why do you think they end their presentation in different ways?






















b. In which of the following situations do you think a discussion is more
appropriate than questions?
1) a sales representative’s presentation of a new product
2) a CEO’s statement on corporate policy
3) a politician’s speech on transportation policy
4) a team leader’s talk to colleagues on the next phase of a project
5) a manager’s proposal to group of senior executives on improving productivity

c. Read the following text and identify:
1) a potential problem at the end of a presentation
2) three ways to avoid the problem

43
 Open for Questions: The Silent Disaster
A nightmare scenario is as follows: the speaker ends his talk with the words "Any
questions?" This is met by total silence. Not a word. Then an embarrassed shuffling, a
cough… How can this be avoided? A possible answer is that if the presentation has been
good and the audience is clearly interested, someone will have something to say.
Another way to avoid the nightmare of utter silence is to end with an instruction
to the audience. This should ensure immediate audience response. Giving an instruction
is often useful in sales presentations and where the audience has special requirements.
Here are two examples:
A sales presentation
After talking about his or her products or services, the speaker wants the
audience to explain their needs and says:
"Okay I've told you about the ways Snappo can help companies like yours. Now for us to do
that, we need to know more about the way you work. For example, tell me about your
particular situation, tell me what in particular may interest you….”
This places a responsibility on the audience to respond — unless of course they
have a completely negative view of both the presenter and the message! Assuming they
are well-disposed towards the potential supplier, it is probably in their interests to offer
some information and begin discussion.
A Training Manager
Speaking to an audience of Department Managers, vice-presidents, or potential
trainees, the Training Manager has outlined recommendations and explained what is
available. He/she can end with:
"Okay! I've told you what we can offer. Now tell me what are your impressions, what are
your priorities and what else do you need to know now?"
Another option is for the speaker to have a question prepared. Ask something
which you know the audience will have to answer. This often breaks the ice and starts
discussion. It may be possible to single out an individual who is most likely to have a
question to ask you or a comment to make, or it may be apparent from earlier contact
perhaps during the reception or a coffee break, that a particular individual has
something to say or to ask.

44
d. Handling questions is thought by many speakers to be the most difficult part of
presentation. Do you have the same opinion? How do you think difficulties can be
minimized in the presentation? Discuss it with a friend.

e. Study the interview between Penny Yates, the CEO of Creative Media, and a local
journalist. They talk about difficulties that can arise in dealing with questions
after a presentation.
Interviewer : So, tell me what you think is the best way to handle questions after a
presentation.
Penny : It's very important to listen very carefully. That's the first thing. Listen. It
can be useful to repeat or paraphrase the question. You can check it that
way, so you repeat the point the questioner makes. That can help you, it
gives you time to think. You must always give yourself time. Also, always
ask for clarification if necessary.
Interviewer : What about the answer you give?
Penny : Well, tell the truth - most of the time!

f. Circle any of the following pieces of advice given by Penny Yate during the
interview.
1) Be polite.
2) Listen very carefully.
3) Ask for repetition or clarification.
4) Keep calm.
5) Tell the truth.
6) Don't say anything you’ll regret later.
7) Check understanding if necessary by paraphrasing.
8) Agree partially before giving own opinion (i.e. Yes, but…)

45
Practice!
Imagine that you have given a talk on Marketing in Japan at a conference on
business trends. What would you say in these situations?
a. At the end of your presentation, move to comments / discussion / questions.
b. A member of the audience suggests that you said that many small retail outlets, small
stores, had actually closed down in recent years. In fact, you said this process has
been going on for a long time. Politely correct the other person.
c. Ask the audience for comments on why this has happened.
d. Agree with someone's suggestions, but suggest other factors. One is the increasing
number of take-overs of smaller companies.
e. A member of the audience says the following: "I…I understand that a report showed
that 700 new soft drinks came out in Japan in 1990 and one year later 90% had failed.
That's a pretty amazing figure ..." Paraphrasing this, ask if in the U.S. or Europe that
could not happen.
f. Someone suggests that in Japan there has always been an emphasis on quality and
on products. In the West market research has been more developed. Agree, but say
the situation is changing.
g. A speaker says something you don't understand. What do you say?

46
 CHAPTER 5: UNDERSTANDING BUSINESS ETHICS
In the end of the lesson, the students are expected to be able to:
1. understand and apply business ethics
2. identify business mistakes
3. offer solution to business mistakes

Read the text below, which contains information about business ethics.

Sun Tzu and Management

47
Law, Ethics, and Common Sense

• The Law
When you make judgments about business, you can use the law, a set of moral
principles (ethics), or your own feelings (common sense). Here are some adjectives
you can use when you’re making these kinds of judgments.
1. Choose adjectives from the table below to describe each of the nine activities
in the article.
The Law Ethics Common Sense
+ - + - + -
legal illegal moral immoral honest dishonest
just unjust ethical unethical fair unfair

2. Here are some activities which are against the law in many countries. Match
each activity to its definition by writing the appropriate letter in the definition
column.

Crime Verb Definition

bribery to bribe
theft to steal
fraud to defraud
deception to deceive
a. the crime of taking someone’s property
b. making someone accept that something which is false or bad is true or good
c. unfairly influencing someone by giving them money or gifts
d. dishonest behavior for the purpose of making money
3. Quickly read the text about Sun Tzu & Management and find one (or more)
activity that could match each of the crimes above.
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..

48
4. Which of the activities described in the text are illegal in your country?
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
• Ethics
Look again at the text and make a list of activities which you think are
immoral. Give reasons for your choice.
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
• Common Sense
Are there any activities in the text which you think are not illegal or immoral but
shouldn’t be allowed? Discuss your ideas with a friend and give your reasons.
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..
……………………………………………………………………………………………………………………..

Business Mistakes

1. Hoover’s Free Flight Fiasco

Hoover has been the top brand in vacuum cleaners for so long that the verb “to
hoover” has become a part of the everyday English
language. But towards the end of 1992, a sales
promotion in the UK brought the company to the
edge of the disaster.
In attempt to boost its sales, Hoover offered its
British customers two flights to continental Europe or
the USA free with any purchase over £100. It didn’t
take a genius to realize that flights like these were
worth much more than £100 and before long more than 600,000 people had bough a
Hoover product and applied for its special offer.
Clearly, Hoover had made a massive error of judgment. A huge market for
secondhand Hoovers quickly developed as people bought their products just to take

49
advantage of the special offer. Before long many began to doubt whether the company
would ever be able to honour its promises.
h. What do you think about Hoover’s idea giving free flight tickets for the
customers?
i. If you worked in Hover management, what suggestion would you give to
boost the sales as part of the customer service?

2. Elias Howe and his sewing machine
In 19846, an American called Elias Howe invented the sewing
machine – but it seemed that in the USA no one wanted it. He
travelled to England and tried to get people interested, but
again he as a failure. However, when he returned to the USA
he discovered that a man called Isaac Singer had stolen his
patent, started a factory and was making a huge amount of
money from his invention.
• What would you have done if you had been Elias Howe?
3. Coca cola and the new ingredients
In 1983, Coca Cola announced that it had changed the
recipe of the best-selling soft drink in the world. Two
months later research showed that 80% of the people
thought that the change had been a bad idea.

• What action would you have recommended if you had been a part of Coca
Cola’s top management?
4. Benzene in Perrier
In 1990, the French company Perrier discovered that there were traces
of a poisonous substance called benzene in some of its bottled water.
• What do you think the company should have done in that situation?

50
 CHAPTER 6: CONDUCTING AN EFFECTIVE MEETING

In the end of the lesson, the students will be be able to:

1. conduct an effective meeting

2. chair a meeting















“The fewer the merrier.”

How to run a successful meeting in half the time

The quotation refers to business meeting. It is the opposite of “the more the merrier.”
Milo Frank wrote this on his book because he is concerned with efficiency and
decision-making. According to him, to save time, only people who are really necessary
should be invited.
Do you agree with the quotation above? Explain your answer.

What Makes a Good Meeting?

1. Circle the best answers.

a) There is written agenda
b) Clear objectives – known to everyone
c) Good time management
d) Good chair – effective control
e) Emotions are kept under control
f) Reaching objectives

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2. Below is an interview between Rolling TV and Mr. Dorris, a CEO in Mozaique
Telecommunication. Read and practice the interview.
Interviewer : What do you see as the most important characteristics of a
successful meeting?
Mr. Dorris : I think it's important that everyone is well prepared. Certainly
everyone should prepare for the meeting - except emergency
meetings where there's no time for much preparation. Besides,
people should understand the objectives of the meeting. The role
of the chair is also important. The chair should do a good job, keep
control and keep the meeting focused on the objectives. That
means the meeting reaches its aims.
Interviewer : And what about the timing of the meeting?
Mr. Dorris : Sure, the meeting should keep to the timing - start and finish on
time. That's also very important.
3. After you practice the interview, go back to the points above about what
makes a good meeting. Identify the points mentioned in the interview and
put them in the correct order.

Chairing a Meeting

1. Here is a meeting at Mozaik Telecommunication discussing the decline in

profits. Bernard, the manager, chairs this meeting. Read and practice the
meeting.
Bernard : I think we should start now, it's 10 o'clock. Well, we're here today to
look at some of the reasons for the decline in profits. You've all seen the
agenda. I'd like to ask if anyone has any comments on it before we start?
Everyone : No.
Bernard : Right, well, can I ask Sam Canning, Chief Sales Executive, to open up
with his remarks.
Sam : Thank you, Bernard. I think we have to face up to several realities and
what I have to say is in three parts and will take about 20 minutes.

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Bernard : Sam ... we don't have much time. It’s really your main points we're most
interested in.
Jane : Yes, can I ask one thing, Mr Chairman? Isn't this a global problem in our
market?
Bernard : Sorry, Jane, I can't allow us to consider that question just yet. We'll look
at the global question later. Sam, sorry, please carry on.
Sam : Well, the three points I want to make can be made in three sentences.
First, sales are down, but only by 5% more than for the group as a whole.
Secondly, our budget for sales has been kept static - it hasn't increased –
not even with inflation - so we're trying to do better than last year on
less money. Thirdly…….
Jane : That's not exactly true ...
Bernard : Jane, please. Let Sam finish.
Sam : Thirdly, the products are getting old we need a new generation.
Bernard : So let me summarise that. You say that sales are down but not so much,
that you've had less money to promote sales and that the products are
old? Is that right?
Sam : In a nutshell.
Bernard : Does anyone have anything to add to that?

2. The followings are functions of a chairperson performed in the extract above.
Can you identify the phrase used for each function? The first one is done for you.
No Role Phrases from the meeting
1 Starts the meeting on time I think we should start now, It's 10 o'clock.

2 State the objective

3 Refer to the agenda
4 Introduce the first speaker
5 Prevent interruption
6 Summarizes
7 Ask for comments

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 Useful Ph rases

Thank you for coming
It’s ten o’clock. Let’s start the meeting

There is one main item to discuss today
On the agenda, you’ll see there are three items

We’re here today to hear plans about Christmas sale
Our objective is to discuss different ideas on Christmas sale

The issue is about…
The point we have to understand is….

I’d like to ask Paul to tell us about…
Can we hear from Paul on this?
So, what you’re saying is….
So, the main point is….
I think we’ve covered everything.
I think we can close the meeting now.

3. Suggest phrases which could be used by a chairperson in the following
situations in a meeting.
No Situation Phrases
1 Welcome the participants to a meeting

2 State the objectives of the meeting

3 Introduce the agenda

4 Introduce the first speaker

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5 Prevent an interruption

6 Thank a speaker for his/her
contribution
7 Introduce another speaker

8 Keep discussion to the relevant issues

9 Summarize discussion

10 Ask if anyone has anything to add

11 Suggest moving to the next topic on the
agenda
12 Summarize certain actions that must
be done following the meeting
13 Close the meeting



Practice!
Work in small groups. Decide on a chair and have a brief meeting using one of
the situations below.
Situation 1

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Situation 2

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 CHAPTER 7: MAKING A SUCCESFUL NEGOTIATION

In the end of the lesson, the students will be able to:

1. prepare for a negotiation
2. bargain and make concession

What is Negotiation?

1. What do you understand by the term “negotiation”? Discuss it with a friend.

2. Here is a typical structure of a negotiation. Can you identify each part from the
conversation below?
Jack: What shall we do on Saturday?
Hill: Let’s go and see a film.
Jack: We could do that – or what if….you know it’s Mary’s birthday? Why don’t we go
out with her and Thomas – go for a meal or something?
Hill: That’s a good idea!
Jack: Right, then. I’ll phone Thomas and see what he says to that idea.
3. The conversation above is an ordinary conversation between friends, which
includes negotiation. How is it different from business negotiation? Use the
structure above to make a short business negotiation.

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Types of Negotiation

1. Look at the three conversations below. Each shows different type of

negotiation. Match each conversation with the correct picture.






Conversation A
Lawyer: Yes, I understand what you are saying, but the facts are clear. The company
was responsible for carrying out all the safety checks. Those checks were not
made.
Manager: That's what you say.
Lawyer: There is evidence that safety practices were poor. You know that. I advise you
to make a settlement, Mr. Cooper. If not, I think it could be worse for the
company. You don't want the press involved in this.
Conversation B
First man: The price includes all the land and the buildings.
Second man: Yes. What about the payment terms? With better terms, you could accept
a lower price?
First man: No, I think terms are not the problem. The issue is price, Mr Ford. We have
had several offers.
Conversation C
Woman: Yes, what looks good here is the practical qualities of the building and the use
of natural materials, stone, glass, wood. It's very attractive.
Architect: I thought you'd like it. But we'd like to discuss some other possibilities,
though. There are different options- we need to get things right.
Woman: Yes, we need to talk about the time schedule, too
2. Look at the conversations again. Match each negotiation to one of the
negotiation types described below.

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Negotiation Type 1
A business negotiation is similar to a discussion between friends arranging a social
engagement. Two parties have a shared objective: to work together in a way which
is mutually beneficial. Proposals and counter proposals are discussed until
agreement is reached. Both sides hope for repeat business. This is an agreement-
based negotiation, often referred to as win-win negotiation.

Negotiation Type 2
This type of negotiation is less founded on mutual benefit, but on gaining the best
deal possible for your side. In the first type, both teams negotiate to independent
advantage. This means that each team thinks only about its own interests. In this
type, a seller typically seeks to sell a product but is less concerned about repeat
business.

Negotiation Type 3
A third type is the negotiation to resolve, for example in a contractual dispute. Here,
it is possible that each party regards the other as an opponent and seeks to win the
argument. This is a win-lose negotiation.

3. Below are some examples of negotiation situation. Match each of the situations
to negotiation type above. Can you also think of some other examples?

- employment contracts -hard-selling - in shops

- tenancy agreement - compensation - service relationship

– custody battles - private sales - warranty disputes

Other examples:…………………………………………………………………………………………..
……………………………………………………………………………………………………………………

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Preparing for a Negotiation

Here are some aspects of good negotiation preparation and why they are important.
No Aspect of preparation Why it is important
1 Knowing your aims and objective helps clear thinking and purpose
2 Knowing your own strengths and helps you to know the market, the
weaknesses context in which you want to work
3 Preparing any figures, calculations and means you can support your argument
other materials
4 Preparing an opening statement create reasonable expectation

1. After learning about some important aspects in preparing for a negotiation,
answer the following questions related to the picture below.








a. How could the negotiation have been more successful?
b. How would a sales representative need to prepare for a meeting in which
he/she planned to ask for a rise?
c. What would the sales manager need to think about?

2. Divide into two groups, A and B. Read the notes for A or B below. In groups,
prepare a negotiation position. Then choose a partner from the other group to
negotiate with. Try to reach a better solution than the picture above.

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 Group A
You are sales managers in a large automotive components manufacturer. You are
having a meeting with the leader of your team of sales representatives to negotiate ne
contracts. Sales have not increased in the past year and so you do not want to increase
either the reps’ pay or their commissions.



Group B
You are the leader of a team of sales representatives. Your pay and commission have
not increased for three years. You have a meeting with your sales manager to try to
renegotiate your contracts.

Making an Opening Statement

1. The extract below is part of a meeting between a Singaporean software

company, LP Associates, and a possible partner, Kee Ltd, in a joint venture. Stella
Wang, the Production Manager at LP Associates acts as the chairperson at the
meeting.
Well, thank you for coming here today. As you now, we have a busy agenda. May
I begin by outlining some basic thoughts that we have on this meeting. First of all, we
see it very much as a first meeting, a preliminary negotiation to identify areas in which
we can perhaps work together on certain products - prototype products - that we have
developed. There are two, possibly three, ways in which we might go forward. I'd like
to summarise these under three headings. First, development projects, second, license
agreements. The third is the possibility of some kind of consultancy relationship. Is
everyone happy if I say a few words about these to begin with?

2. Circle four of the eight statements below which best represent what Stella
Wang says at the meeting.
a. LP Associates wants to reach a final agreement in this negotiation.
b. These are preliminary talks.

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c. The two parties want to resolve a conflict
d. They want to agree on a name for the joint venture.
e. LP Associates would like to consider joint product development.
f. They would also consider license agreement.
g. LP Associates wants to agree to a complete sale of their ideas.
h. They want to consider working on a consultancy business.


Usef ul Ph rases


Welcome to…

I’m sure we will have a successful and productive meeting

We would like to reach agreement on…..
Following previous meetings we have agreed on some important issues. Today we
have to think about….

I’d like to begin with a few words about our general expectations…
May I outline our principal aims and objectives today….

Together we want to develop a good relationship..
We agree that….
It’s important for both of us that we agree on……

Bargaining and Making Concessions

Read the text below about effective negotiation.

Effective Negotiating Requires Clear Thinking And A Constructive Approach
It is necessary to have a clear understanding of what for you are the most
important issues and at the same time what for you are less important. Try to
identify aspects in the second category where the other side will be very happy to

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gain concessions. Give what is not so important for you, but is valuable for the other
side. To do this, you have to do the following:
• Check every item of what the other side wants. Ask how important items are and

look for flexibility.

• Do not guess their opinions or motives — you could be wrong, or they won't like

your speculation.
• Note the other side's answers, but don't immediately say what you think.
• Avoid being forced into considering one issue alone, consider two or

three at once — aim for an agreement to a package.

If there are big differences between the two parties, you have a choice of
these options: to accept, to reject, or to continue negotiating. If you decide to
continue, then the options in the next round are:
• to make a new offer
• to seek a new offer from the other party
• to change the shape of the deal (vary the quantity or the quality, or bring in
third parties)
• begin bargaining.
Your bargaining should be governed by three principles: be prepared, think
about the whole package, and be constructive. In preparing, you must identify the
issues, and prepare your bargaining position. You need:
• an essential conditions list — issues where you cannot concede anything
• a concessions list — issues where you can make concessions

• to grade the concessions from the easiest to the most difficult, where you
need most in return.
As for the package, you must look for agreement in principle on a broad front.
When the time comes for compromise, each party will concede on one issue if
they win a concession on another.
The final principle is to be positive and constructive. You should be fair and
cooperative, even during difficult bargaining. This approach is most likely to move
the negotiation towards a settlement that both sides feel is to their advantage.

Adaptedfrom"Negotiating,"by13111Scott.Gower Handbook of Management {London:GowerPublishingltd.,1988).

63
1. According to the text above, write whether the following statements about
negotiating are True (T) or False (F):
a) Decide on the most important and less important issues.
b) Try to guess what the other side thinks.

c) Note answers to the questions you ask.

d) Deal with issues in isolation, one at a time.
e) Make concessions and get a concession in return.

f) Tough bargaining can combine with a spirit of cooperation.

g) If there are problems, you have to accept or reject what is being offered.

2. Find the following information in the text.
a) How to respond to what the other side wants
b) Three ways to change a deal
c) Three actions to prepare for bargaining

Practice the conversation below
One year ago, Arco and CAS agreed to a joint development program to
manufacture an engine designed by CAS. However, Arco has recently gone through a
major restructuring of its activities. The company has decided not to proceed with the
joint venture for the new engine. The negotiation is about ending the joint venture and
agreeing to compensation for CAS.
Celia : One consideration is the question of compensation to CAS, another is
the reversal of all rights presently held by Arco. Now, clearly the
question of rights is very important to us.
Dietmar : Yes, yes, we understand that. But, we have to think about the joint
development aspects. The fuel injection system has been developed
using Arco technical expertise. In fact, we are happy that you have all the
rights, we accept that the engine is basically your design. On the other
hand, since we have contributed to the engine, we hope that the
compensation we agree to pay ... we want compensation to take our
work into account.

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Celia : So you're prepared to give up all rights, basically the whole product
reverts to CAS?
Dietmar : Yes, we can agree to that ... so long as we can accept your compensation
demands. So, we need to link the question of rights to compensation.
Celia : Well, as you know, we've been thinking about compensation based on
two years' earnings from the product.
Dietmar : Right, I think Erich has some comments on the two years' proposal.
Erick : Yes, we feel that two years is a little too long, especially if we revert all
rights to CAS. The problem is that if we revert all rights, we have to keep
the compensation within acceptable limits. Two years is a lot. We believe
this, particularly because you will find a new partner. And this is
important: the time spent this year has included useful advances, good
progress, in the design. So we need you to reduce your
compensation demands a bit.

1. Mark the following as True (T) or False (F) based on the conversation above.
a) The reversal of rights is linked to the compensation agreement.
b) Dietmar thinks Arco’s work on the fuel system must be considered.
c) It will be difficult for CAS to find a new partner.

2. Identify some examples of language used to link agreement on one issue to
agreement on a different issue. The first one is done for you.
a) We want compensation to take our work into account.
b) ………………………………………………………………………………..
c) ………………………………………………………………………………..
d) ………………………………………………………………………………..

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3. Make sentences that include concessions based on the cues below. The first
one is done for you.
No Cue Sentence
1. a better warranty/ We could offer a better warranty if you would agre to
quicker payment quicker payment terms.
terms
2. Free delivery/ larger
order
3. free on-site training/
small increase in price
4. 5% discount/
payment on delivery
5. Extra IDR 50,000,000
compensation/
agreement not to file a
lawsuit
6. promise to improve
safety for staff/
agreement on new
contracts
7. better working
conditions/ shorter
breaks

4. Practice!
Work with a partner. Choose an item that one of you owns and the other would
like to buy (e.g. house, car, mobile phone, laptop, etc.). Prepare a negotiation
based on the sale of the item you choose. In the end, you must reach an
agreement. Make sure you include various bargaining point, such as price, extra
benefits, guarantees, payment terms, delivery time, etc.

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 REFERENCES


Courtland L. and John V. (1998). Business Communication Today. Pearson Education
Inc.
English, L. M. (1995). Business across cultures: Effective communication strategies.
Addison-Wesley
Evans, D. (2000). Powerhouse: an intermediate business English course. Prentice Hall.
Kitty Locker .(1998). Business and Administrative Communication. Irwin McGraw-Hill
Lloyd, A., & Preier, A. (1996). Business communication games: photocopiable games
and activities for students of English for business. Oxford University
Press.
Scott. (1998). Gower Handbook of Management. London: Gower Publishing ltd.
Sweeney, S. (2004). Communicating in business. Cambridge University Press.
https://www.bbc.com
https://www.english-at-home.com

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