每周翻译论坛:提高英语表达水平,增强外贸销售能力(2007/16)
This Week's Tip:
Denny Crane, Trial Attorneys, and Sales
Greetings!
Boston Legal is my favorite TV show by far.
Brilliant writing, superb acting, laugh-out-
loud comedy scenes set within a drama, Denny
Crane...it's one of just a couple of shows
I have on "Full Season" DVR.
Legal trials fascinate me, both on TV and
in reality. Serving on a jury trial last
year was a great experience as I studied
the tactics and strategies of the lawyers.
If I had to chuck it all in and start over
in another profession, I'd for sure be a
trial attorney. Lots of similarities between
that and sales. (OK, I'd still like to be
a roaming-through-the-stands beer vendor
at Major League Baseball games. I'd make
a killing.)
I've covered a number of sales points over
the years we can take from trial attorneys.
Even though it happened eleven years ago,
here is another O.J. Simpson trial observation
from the book, "Get Your Way: Put a Lawyer's
Power of Persuasion to Use in Your Everyday
Life," by Dr. Noelle C. Nelson.
Marcia Clark exhibited tendencies of anxiety
during her closing argument at the O.J. trial:
"Vannatter and Lange came out to Bundy, and I
guess they showed up around 4:00, 4:30, I think
it was. They still didn't run out to Rockingham,
OK? I can't remember, I think he said it was
around the time ..."
We should listen for signs of anxiety in prospects'
and customers' voices and words as well. These
could be signals that they're not giving you
the entire story, they're uncomfortable with
their present situation, or perhaps it's their
personality.
Look for the "uh's" between every word or two
in response to questions.
Also listen for statements prefaced with
"I think," "I believe," or "I guess."
Likewise, look for these quirks in your own
speaking. Listeners could justifiably think,
"If he isn't comfortable saying this to me,
why should I be confident in believing it?"
"PHRASING"
"Phrasing" is another technique trial lawyers
use to assure jurors hear what the lawyer wants
them to hear. Since on the phone our message is
reliant on our words and the way in which they're
presented, it's relevant for us as well.
It's grouping words together in a logical way,
with slight pauses on either side of the phrase
so the thought is easily grasped.
Think in terms of phrases, not sentences. Sentences
can run entire paragraphs and can be too long to be
easily understood. Phrases are a few words, contain
a single thought, and are easily digestible.
For example, a lawyer needed to make sense of the
following statement to the jury:
"Shortly after he'd been examined by Doctor Searle
in the emergency room Jack did regain consciousness
although exhibiting many of the symptoms associated
with brain concussion."
Run together without a pause, it was a jumble. With
the addition of pauses (indicated by / ), it became
easier to follow:
"Shortly after he'd been examined / by Doctor Searle /
in the emergency room / Jack did regain consciousness /
although exhibiting many of the symptoms / associated
with brain concussion."
Don't scoff at this, thinking it would sound awkward.
Keep in mind these are pauses, not stops. It's the
difference between slightly easing your foot up off
the accelerator (pausing) and stomping on the brakes
(stopping). Practice this skill so you become an expert
at it.
QUOTE OF THE WEEK
""Life is a mirror and will reflect back to the thinker
what he thinks into it."
Ernest Holmes"
Go and have your best week ever!
Art
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