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提供第一手新聞解析、財經趨勢、專屬活動
「McKinsey30秒電梯理論」緣於麥肯錫公司(McKinsey)一次沈痛的教訓。
有一回McKinsey在幫一個大客戶做諮詢。結束前,McKinsey的專案經理在電梯裡遇見了對方的董事長,董事長專案經理:「你說一下現在的結果吧!」專案經理沒有準備,而且即使有準備,也無法在電梯從30層到1層的30秒內把結果說清楚。於是McKinsey失去了這個重要客戶。
此後McKinsey要求公司員工要在最短的時間內把結果表達清楚,簡報要直奔主題、切中要害。大部份人只能記住一二三點,所以你的重點要不能超過三項。這就是如今在企業界流傳甚廣的「30秒鐘電梯理論」或稱「電梯演講」。
「McKinsey30秒電梯理論」不只是行銷業務的利器,它是商業人士學英文最佳的策略。
30秒說服創投為什麼要投資你?
30秒說服消費者買你的產品?
30秒說服企業老闆應該要晉用你?
你只有30秒,而且是”in English”,假如你還做不到,請你仔細讀以下這一篇文章,商業策略和英文的難題,畢其功於一役!
The Elevator Test
Know your solution (or your product of business) so thoroughly that you can explain it clearly and precisely to your client (or customer or investor) in 30 seconds. If you can do that, then you understand what you’re doing well enough to sell your solution.
Imagine it’s time for that big, end of engagement presentation. You and your team have been up until 2 A.M. putting together your report, making sure that every I has been dotted and every T has been crossed. You’re all wearing your best suits and trying to look on the ball. The senior executives of your Fortune 50 client, anxious to hear McKinsey’s world of wisdom, are taking their places around the boardroom table on the top floor of the corporate skyscraper. The CEO strides into the room and says, “Sorry, folks. I can’t stay. We have a crisis and I have to go meet with our lawyers.” Then he turns to you and says “Why don’t you ride down in the elevator with me and tell me what you’ve found out?” The ride will take about 30 seconds. In that time, can you sell him your solution? That’s the elevator test.
Many companies use the elevator test because it’s an excellent way of making sure that their executives’ time gets used efficiently. P&G tells its managers to write one page memos. A Hollywood producer will tell a screen writer to “give me that bullet” on a new script; if, after 30 seconds, the producers likes what he’s heard, the writer will get a chance to talk further, and maybe make a sale. Jason Klein instituted the elevator test when he took over as president of Field & Stream:
“My sales force could not explain the magazine to customers. Our advertisement space was shrinking. Then I trained my entire sales force on the elevator test. I challenged them to explain the magazine to me in 30 seconds. It became a valuable tool for them, and our ad base has grown every year.”
[實用詞彙]
every I has been dotted and every T has been crossed.
這用法源於一個片語dot the i's and cross the t's,意思是對細節一絲不茍。dot在此是動詞,表「在…上打圓點」。cross也是動詞,表「畫橫線」。dot the i's and cross the t's字面意思是「寫i時要畫一點,寫t時要畫一橫」,引申為「對細節一絲不茍」之意。片語中的the也可用所有格代替。
Dot the i's and cross the t's to make sure nothing is wrong.(做事要仔細謹慎,以確保一切正確無誤。)
On the ball
指一個人很靈活,工作表現非常出色。為什麼是ball呢?on the ball這個用法可能和籃球有關,好的籃球健將有一種才能,球場上不管球在誰手裡或哪個角落,他們總能逮著機會把球搶到手,也就是on the ball。
Say, that new saleswoman doesn't seem to pay much attention to her work. You tell her she'd better get on the ball and start taking care of customers or we'll have to let her go.( 嘿,那個新來的業務員似乎心思不在工作上。你去告訴她,讓她好好做,小心伺候顧客,否則我們不得不解雇她。)
世界公民文化中心是一所兩年制英語學院,以「英語島學程」獨有的一對一教學和與國際商業趨勢同步的團體討論課程,幫助企業人士善用英語整合能力,達成個人和企業國際化的目標,為高科技與國際跨國公司仰賴的商務英語學習機構。
世界公民文化中心:http://www.core-corner.com/Web
商業英文學得又快又準:http://bit.ly/2HSHW7p