説得力のある人は、自然と注目を集めます。このレッスンでは、信頼できて説得力のある話し方を学んで、質問を受ける前に重要な点を伝える方法を学びます。
Pretend that you are trying to sell your second-hand smartphone to your teacher for a profit of $500. What would you say?
Read the following case with your teacher.
THE SITUATION
Active Horizons is a global consumer products company specializing in performance and lifestyle goods. Its products include a wide range of apparel for men, women, and children, as well as sportswear and equipment tailored to activities like soccer, basketball, tennis, running, and other athletic pursuits. The consumer products industry is rapidly evolving, with e-commerce sales surging across traditional retailers, online marketplaces, and direct-to-consumer brands. This shift has redefined competition in the market. Below are some key details about the company:
Company
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Founded in 1960 in the United Kingdom
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Global Revenue of $9 billion annually
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Employs 28,000 workers worldwide
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Operates globally, with a retail presence of 150 company-owned stores
Market
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Largest market share is in Europe
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Growth opportunities in regions like Asia-Pacific, Latin America, and the Middle East
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E-commerce sales account for only 7% of total revenue, compared to the industry average of 15%
Organizational Structure
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High turnover rates among young employees
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Employee satisfaction, once strong, has declined over the past three years
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A highly centralized and hierarchical organizational structure
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Training and development programs have been slashed in recent years
THE PROBLEM
Active Horizons, despite its strong reputation for premium performance and lifestyle products, is struggling to adapt to the fast-evolving marketplace and digital transformation reshaping the industry. Particularly in e-commerce, the company significantly underperforms compared to its competitors. Addressing its lag in online presence, improving workforce engagement, and modernizing its organizational structure will be key to maintaining competitiveness in this fast-changing market. What are potential reasons for their poor e-commerce performance compared to their competitors?
When presenting a solution, there may be pushback from interviewers. While pushback doesn't fully mean that the interviewer disagrees, it is important to learn how to be persuasive by using the tactics covered below.
- Tactics
- What are the four persuasion tactics that the author mentions below?
“Effective persuasion becomes a negotiating and learning process through which a persuader leads colleagues to a problem’s shared solution. Persuasion does indeed involve moving people to a position they don’t currently hold, but not by begging or cajoling. Instead, it involves careful preparation, the proper framing of arguments, the presentation of vivid supporting evidence, and the effort to find the correct emotional match with your audience."
- What are the four persuasion tactics that the author mentions below?
- Language
- Use the phrases below in a sentence to persuade your teacher that Active Horizons should invest in e-commerce.
- I am confident/I believe that…
- We propose/conclude that...
- The research/industry standards prove...
- Our current status is that...
- There's benefit in...
- Use the phrases below in a sentence to persuade your teacher that Active Horizons should invest in e-commerce.
Using the advice and phrases from the Language section, answer the following case question with your teacher: What are potential reasons for Active Horizon’s poor e-commerce performance relative to competitors?