關鍵60秒：菁英式說服力

★ 一本無論在演說、談判甚至是辯論上都不可或缺的祕笈！
★ 帶領讀者於黃金60秒內迅速掌握對話重點，並建立屬於自己的觀點。
★ 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。
★ 附上中英對照，除了學習說服力之外，也同時訓練英文口說。


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

序

Forewords

My motivation to write this book Thirty years ago when I was in Saint Louis Law School, one day a good friend of mine asked me one question. “John, what is the difference between students in Saint Louis Law and Harvard Law?” I told him that they were in Harvard because they were more intelligent and studied harder. He said, “Not exactly, they already knew what they would do in the future when they were 12 years old when we only knew how to play baseball.” Ten years later, my friend, by his keen observation and strong persuasive power, became a very famous football agent in the U.S., building his own empire with his empty hands. As an old Chinese saying goes, “ice of three inches thick cannot be made overnight.” If you are weak in your power of persuasion, such weakness probably has lasted a long time and certainly cannot be cured overnight.
My motivation to write this book is simple, to build up the students’ ability on persuasion in speaking, debating, writing and negotiation. I have taught English speech, debate and writing in college and have worked as an international attorney for over ten years. In the past ten years, I have noticed that many students with a high English proficiency, including some from mainland China, can neither talk nor write on topics assigned as those found in ILTS and TOEFL. When I inquired further, I was informed that they had spent time and effort in high school on being trained to read and listen rather than write, not to mention to deliver a speech on certain topics. To my surprise, they have never learned how to write even in their Chinese class either. In many cases, they had great difficulty in giving opinions. Most of them have no problem with their English proficiency. English is a tool helpful in communicating
with foreigners and exchanging ideas. They spent plenty of time on learning English to achieve a high English proficiency, but they have never learned how to form their opinions by observing and formulating ideas. In their process of learning, they failed to understand that English is a tool rather than their final goal in the future. As an intellectual, you have to be able to express your own thinking and opinion. Your own opinion is the first step of training in persuasive speech, debate, writing and negotiation. What is more important here is that prior to discussing your own opinion, you have to be trained on providing descriptive facts or information from your observation.
The problem on how to establish an opinion is not limited to college students but encountered by business persons as well. In the past ten years, I worked as an international attorney to help some local companies with their international disputes including overseas litigations, mediations and settlements. In a business world, power on persuasion is important. To persuade others to accept what you say, which is an opinion with a conclusion, you must take a position first. To form an opinion, facts must be carefully observed, clearly described and be further analyzed. This task is the first priority in the management of any business decision, especially in disputes. This process requires a series of logical organization. Logical organization starts from a clear description of facts resulting into a well elaborated opinion subsequent to a logical analysis. Quite unfortunately, many business persons do not have sufficient training in this field. In many occasions where business disputes are involved, people who are in charge of this responsibility cannot give a clear description of relevant facts, not to mention spotting issues with a possible proposed solution. I am not referring only to a junior level regarding customer service, but also to a senior management level on this point. I hope this book can help some students as well as business persons who need help in their writing, speaking and negotiation.


前言

我寫這本書的動機
三十年前，我還在美國聖路易大學法學院讀書的時候，有一天我的一個好朋友問我一個問題，「我們的學生跟哈佛法學院的學生差異在哪裡？」我告訴他哈佛的學生他們比較聰明，也比較用功。他說「不完全是，哈佛的學生當他們12 歲時就知道他們將來要做什麼，而我們12 歲的時候只知道怎麼打棒球」。十年之後我的朋友，憑著他的敏銳觀察力和說服力，變成美國非常有名的足球經紀人，空手建立了他自己的王國。就像中國的成語所說：「冰凍三尺，非一日之寒。」任何問題不是一個晚上造成的。如果你的說服力上是薄弱的，這個問題可能已經存在很久，當然也不可能在一個晚上就解決。
我寫這本書的動機起因很簡單，幫助學生在說話、辯論、還有談判上建立說服的能力。我在大學裡面教授英文演說、辯論、英文寫作以及從事國際律師業務超過十年的時間。在過去的十年當中，我發現學生們包括一些大陸學生即使有了很好的英文能力，也很難針對特定的議題發表談話或寫作，比方像雅思或是托福的口語或是作文題目。當我進一步詢問的時候，我才被告知他們在高中時花了很多時間在閱讀和聽力訓練，而非寫作，更不用談對於特定的議題進行演說。我甚至很驚訝的發現他們也沒有學過中文作文。事實上，在很多場合他們跟外國人交談是有很大的困難，但他們絕大部分英語水平並沒有問題。英文是一項幫助溝通或是交換想法的工具，學生們花了很多的時間學習英文甚至達到優異的英文能力，但是他們從來沒有學過如何觀察、整理想法以及形成他們自己的意見。在他們的學習過程中，他們忘記了英文只是一個工具而不是他們未來最後的目標。身為一個知識分子，你必須有你自己的想法和意見，而你自己的想法就是訓練具有說服力的演說辯論和談判的第一步。而更重要的是，在討論你自己個人意見之前，你應該要被訓練的是如何客觀的描述你所觀察到的事實和資訊。
如何形成一個意見？這樣的問題並不限於大學生，也包括了一些商務人士。在過去的十年當中我也以國際商務律師的身分，幫助了一些當地的公司處理他們國際糾紛，包括訴訟案件、協調與和解。在商業世界，無論任何情況，說服別人是很重要的工作。要達到說服的目的，意見，其實也就是結論，必須要先建立。要建立一個意見，事實必須小心的觀察以及清楚的陳述，這是處理任何商業糾紛第一件要做的事情。這需要一個邏輯的組織。邏輯的組織就是從清楚的事實描述開始，經過邏輯的分析而形成清楚解釋的意見。很不幸地，許多商務人士在這方面並沒有足夠的訓練。在許多商業糾紛的場合，負責處理糾紛的人員常常不能夠對於相關事實清楚的描述，更不用找出可能的爭議以及提出可能解決的辦法。在這一點上，我不只是說客戶服務部門的資淺階層，也包括資深的管理階層。我希望這本書對於寫作、說話以及談判上有所需要的學生以及商務人士，能夠有所幫助。

Forewords　前言
My motivation to write this book　我寫這本書的動機

Chapter one　第一章
1.Introduction　本書介紹
a.What will this book teach you?　這本書會教你什麼？
b.The relation between abilities required on speech, debate and negotiation　演說、辯論和談判所需能力之間的關係

2.Training on asking questions and exploring possible answers　提出問題與尋找答案的訓練：
a.Differences between the educational purposes of high schools and colleges　大學教育與高中教育目的的差異
b.To judge a tree from its fruits　由果實來判斷樹的好壞
c.Important notes　重要提醒
d.Questions　問題
3.Training on giving an opinion　提出意見的訓練
a.The importance of having an opinion　意見的重要性
b.How an opinion is formed and challenged　意見如何形成與被挑戰
c.Cultural consideration on opinion forming　意見形成上的文化考量

Chapter Two　第二章
Training on conversation　對話的訓練
1.Importance of a conversation　對話的重要性
2.How to make keep a conversation moving　如何使使對話進行
3.Elements of conversation　對話的要件
4.Factors affecting a conversation　影響對話的因素
5.Other notes added for conversation training　關於對話訓練的其他要點

Chapter Three　第三章
Speech Training　演說訓練
1.Some basic messages for this chapter　關於本章的基本訊息
Formulating Process on Expression　表達形成的過程
2.Purpose of Speech　演說的目的
What benefit can be procured from speech training?　從演說訓練中可以獲的什麼樣的好處?
What role can does a the purpose do inof a speech play?　演說的目的扮演什麼角色?
3.Facts and interpretation　事實與詮釋
a.Observation in a classroom　課堂觀察
b.Observation in a classroom　課堂觀察
4. Delivering a Message　訊息傳遞
5. To gain control at the beginning　在開始時候的掌控
6. How to conquer the fear when giving a public speech?　如何克服公開演說場合的恐懼?
7. How to intrigue interest through stories and examples　利用故事還有例子來刺激興趣
8. The benefits of giving a story in at the beginning　在一開始講故事的好處
9. Building up creditability through facts　透過事實建立起可信度
a. Observation in a classroom　課堂觀察
b. A view in from a class corner of the class　課堂一角
10. Training of beginners　對於初學者訓練
11. A note on self-introduction　關於自我介紹的一些看法
12. Narration/ Description of facts　事實的敘述
13. Further elaboration on the interpretation of facts　對於事實解釋部分進一步的闡述
14. The followings are some advice with a few tips based on the past practice from students　下列事項是依據學生們過去的表現列出以下建議
15. Sample Speech and Writing at the Intermediate Level　演說和中級寫作示範
16. Summary　摘要
17. Impromptu Speech　即席演說
18. Observation in a classroom　課堂觀察
19. The application of the approaches learned from this chapter　本章方法的適用

Chapter four　第四章
Debate　辯論
1. Why should we learn debate?　我們為什麼要學習辯論
2. Critical Thinking Resulting from Doubt　批判性思考源自於懷疑
3. Training of debate　辯論的訓練
a. General composition of an argument　辯論的結構
A. Difference between a speech and a debate　演說與辯論的差異
B. Refutation　反駁
C. Evaluating facts with a standard　以標準來檢驗事實
D. Cause and effect in a sentence　在一個句子中的因果關係
E. Cause and effect in a paragraph　段落中的因果關係
F. Issue and a focal point　爭議點與中心點
G. Examination of an Argument　對於辯詞的檢驗
H. Finding out the standard that is applied　找出適用的標準
I. PRACTICE ON THE GMAT ESSAY QUESTIONS GMAT　題目練習
J. Method used in reasoning　論理的方法
K. How to form a framework for a debate　如何建立辯論的架構
L. Importance of A Summary and the introduction of IRAC　摘要的重要性以及IRAC介紹
M. Memorandum for argument　辯論備忘錄
N. Preparation and practice on topics for debate　辯論題目的準備與實踐
O. Common Mistakes Made in Writings　寫作上常犯的錯誤

(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。