五南官網-關鍵60秒：菁英式說服力

書泉出版社-職場專門店
法律-總論-法學英文
關鍵60秒：菁英式說服力

作　　者：鄭家捷
出版社別：書泉
書　　系：職場專門店
出版日期：2019/11/01(1版1刷)
ＩＳＢＮ：978-986-451-172-3
書　　號：3M52
頁　　數：528
開　　數：25K
定　　價：580元
優惠價格：522元

說服，往往就在最初的60秒決勝負！


★在說服他人時，總是以「我認為」（in my opinion）開頭，不先介紹事實與資訊的話，對方哪知道你在說什麼？

★能夠表達出好的意見或判斷，才能顯現出一個人的價值；反之，則對這個人的能力產生懷疑。

★如果用英文表達不好，應該要思考的是，究竟是英文不夠流利，還是本身用中文思考就有問題？

說服力，是門說話的藝術，除了需要具備對事實觀察分析，且要輔以同理心，才能說到他人心坎裡，讓對方由衷的信任你。如何在60秒內迅速掌握對話重點，並建立屬於自己的觀點，更是一門大學問。
本書集結作者多年的教學經驗，採用實例讓讀者練習外，並以許多小故事增加趣味，並附上中英對照，除了學習說服力之外，也同時訓練英文口說，是一本無論在演說、談判甚至是辯論上都不可或缺的祕笈。

鄭家捷
美國聖路易大學法律學博士（J.D.）
美國紐約州律師
國立雲林科技大學應用外語系副教授

(1) What will this book teach you?
Many books are offered in bookstores regarding speeches and negotiations. They talk about techniques and skills gleaned from theories and practices, illustrated with interesting stories on personal experiences in a bargaining process in the market. People like to listen to stories and no doubt can be benefitted from the experiences shared by the authors. Can these stories and experiences help to build up negotiating skills required in business? To explore further, can these easy and fast learning skills really help those who have no ability in regard to speaking or analytical thinking?
(1) 這本書會教你什麼？
書店裡有許多關於演說跟談判的書籍，他們從許多學說與實驗中取得的技巧，搭配在市場上討價還價當中的個人經驗的有趣故事，喜歡聽故事的人當然可以從作者的經驗中學到很多，但這些故事跟個人經驗能夠幫忙建立在商場上所需要的談判技術嗎？更進一步地探討，這一些簡單與學習快速的方法能夠真正幫助那些不能夠開口說話也無法分析思考的學習者嗎？
If we view a good negotiator as the person who is able either to reach a good deal or to place himself/his team in a better position through communication, then we no doubt can say that a good negotiator should be a good communicator. In fact, a good negotiator should be someone who is more than a communicator. Why? Simply looking at any good sales person regardless of what products or services he is touting, he is certainly good at making ideal deals with his counterparts. He is not only good at expressing himself but should also know his subject matter, both strengths and weaknesses and possible issues that are involved. He should have done good research with an ability to analyze and evaluate the information gained in order to see the big picture and to know where he stands. To see a big picture and know where he stands, he must identify with his potential competitors in business and quickly evaluate both strengths and weaknesses on both sides. He knows the possible arguments to be presented by his counterparts and the rationale that stands behind those arguments. He could easily spot his opponent’s weakness of an argument to his own advantage and, at the same time, to make a reasonable and strong argument for the position he takes and make a good defense on the weakness he has. He could thus increase his own bargaining power by exposing his opponent’s weaknesses. Negotiators expect challenges and confrontations and therefore acquire a ability on attack and defense, that is, skills on debate. Without any training on debate, your strengths in negotiation will be weakened by an experienced opponent and your weaknesses be exposed and exaggerated. Simply speaking, a negotiator needs good skills on making arguments through analysis. He is more than a communicator.
如果我們認為一個好的談判者是可以透過溝通達成很好的交易，或是將他自己置於更有利的地位當中，那毫無疑問的我們可以說好的談判者就是一個好的溝通者，但事實上，好的談判者應該超越一個好的溝通者，為什麼呢？看一看那些優秀的銷售員，不論他賣的是什麼產品或是服務，他可以跟他的對手達成有利的交易，他不僅僅善於表達自己，而且明白他的主題、優點與缺點，還有可能的爭議點。他應該做好研究，以他的分析能力過濾所獲得的資訊來看到事情的全貌，知道他自己的立場，找出可能的競爭者，並且評斷雙方各有的優缺點。為了看到事情的全貌並且知道他自己所處的位置，他必須知道他的對手可能提出什麼樣的說法及為什麼會這麼說。他可以把對手的弱點變成自己的優點，並且同時宣揚自己的優點，為自己的缺點辯護。好的談判者可以透過找出對方的弱點而因此增加他的談判籌碼。談判者可以預見挑戰和對抗，因此需要攻擊防守能力，也就是辯論能力；沒有辯論的訓練，在談判中你的強項一定會被有經驗的對手削弱，而你的缺點也一定會被放大。簡單而言，一個談判者需要有很高明的技巧，透過分析進行辯論。他超越了一個溝通者的角色。
Some professional books, for example, the book Negotiating written by Philip O’Connor et al. and published by Longman of the fifth edition in 1998, which is based on research of the Harvard Negotiation Project, offers complete procedural training with emphasis on the practice of pattern sentences used in the hypothetical cases to help beginners get familiar with steps from relationship building to a conclusion of an agreement (i.e. relationship building, agreeing procedure, exchanging information, questioning, options, bidding, bargaining, and finally, settling and concluding). These steps offer excellent guide lines on the negotiating procedure for learners to follow. But the question here is what if the learners have some difficulty in expressing his ideas in a clear and persuasive manner in the beginning? What if he cannot make a good evaluation of the whole situation and pinpoint the issues, which are the essential qualities required of any shrewd businessman as mentioned in the preceding paragraph? Even if he does have these essential qualities, then how can he convince his counterpart to accept the message he delivers? Those books which offer guidelines on procedures obviously neglect the demand of new beginners needing to improve their thinking process and skills on expression and persuasion. In fact, few books offered on the market observe the fundamental training on the power of persuasion.
有一些專業書籍，例如：1998 年依據哈佛研究計畫Philip O’Connor 等所撰寫出版的《談判》（Negotiating），提供了談判完整程序上的訓練，強調對於虛擬案例中慣用句型的練習，用來幫助初學者熟悉程序。從關係的建立一直到合約的簽訂（關係建立，談判程序確認，交換訊息，提問，方案選擇，出價，協商，合約簽訂）這些步驟提供了初學者在談判程序中絕佳的指導原則，但這裡的問題是，如果初學者在一開始就不能夠清楚而且帶有說服力的表達他的想法呢？或是他沒有辦法對整個的情況做好判斷來抓住爭議點，而這些能力都是精明的商人所必須具有的。就算他有了這些分析判斷能力，他又如何去說服他的對手接受這些訊息？那一些提供程序指導原則的書籍，很顯然的忽略對於初學者對思考訓練、表達技巧以及說服力能力提升的需求。事實上，目前市面上很少有書籍談到說服力的根本訓練。
What exactly is a negotiation and what skills are required of a negotiator? A negotiation is a persuading process to convince your counterpart to reach an agreement. It is communicating with a person whose interest might be different or often contrary to yours. It is unrealistic to expect a shrewd professional to be deceived by some trivial tricks to enter a deal unfavorable to his own interest in a zero sum game.
談判究竟是什麼？對於一個談判者他需要什麼樣的能力？談判是說服你的對手達成協議的一個過程，他可能是跟一個利益與你完全不同甚至相反的人的溝通。在一個零和遊戲當中，要和一個精明的專業人士達成一項對他非常不利的協議，是遠遠超過一些簡單技巧所能夠做的。

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