Unit-10_The_Credibility_Principle

UnitTenTheCredibilityPrinciplebyRobertL.ShookNovember2007byRobertL.ShookNovember2012UnitTenTheCredibilityPrincipleRobertL.ShookAworldlyfamoussalesmanofAmerica,heturnedtowritingaboutmarketingskillsandhaspublishedalotofbooks,suchas:ItTakesaProphettoMakeaProfitHowtoCloseEverySaleThePerfectSalesPresentationTheGreatestSalesStoriesEverToldSuccessfulTelephoneSellinginthe'90s华尔街词典：英汉对照；在线交易词典OralPracticeWhatisthecredibilityprinciple?Important?Doyouthinktodaywehavelostthisprinciple?Whatarethepossiblereasonsfortheloss?Haveyoueverbrokenyourpromisestoanyone?Haveyoueverexperiencedtheangerfromother’sbreakingtheprinciple?Whatdoyouthinktheimageofagoodstudentislikeasfarasthecredibilityprincipleisconcerned?Forexample…FastReadingFindoutdifferentkindsofpeoplereferredinthetext,andfillinthetablewithrelatedinformation:ProfessionalRepresentativeDwightKnightnotmentionedbusinessmanattorneyphysicianBorispoliticiantheauthorRealestateagentLynnFlynnDetailReading.RepresentativeExperienceDwightKnightHealways_____tomeetthe________ofhisclients.BorisHehad______________meandtwentyotherpeoplebytellingusalltobeathisofficeatthesameearlyhour.notmentionedTheyalways_____promisesthattheydon’t______.theauthor1.Hevowedtoalways____theCredibilityPrincipletotheletter,________anunexpectedaccidentorillness.2.Hesuggestedgiving_____________projectionstothebankerandpresentingtohimthe______figuresthanhewasexpecting.LynnFlynnShe_________herclientsandgave_______,andasaresultshelostmorethan___________theclients.deadlineinconveniencedmakefulfillobeybarringslightlylowerbetterstalledexcusesadozenoffailedMeaning-CenteredReadingParagraphOne:Mainidea:Whatisthecredibilityprinciple?Dowhateveryousayyouaregoingtodo.ParagraphTwo:Mainidea:Explanationofdifferentsituationswhenwesufferfromthebreakingoftheprincipletoleadtothesuggestion:Thefailuretoperformaspromisedisalosingimage,andyoumustavoiditliketheplague.ParagraphThreeandFourMainidea:Anexampleofbreakingthecredibilityprinciplebyalawyerandthepossibleresultofthisaction.ParagraphFiveandSixMainidea:Anexampleofbreakingthecredibilityprinciplebyadoctorandpeople’sangeraboutit.ParagraphSevenMainidea:Politicians’breakingoftheprincipleandthepossibleresult.ParagraphEighttoTwelve:Mainidea:Theauthor’sfulfillmentofhispromiseandtheimportanceofsuchactstobusinessmen.ParagraphThirteentoFourteenMainidea:Accountofoneexampleofbreakingthecredibilityprincipleandthelossresultingfromtheacttoshowtheimportanceofkeepingtoone’spromise.Conclusion:Mainidea:Developyourwinningimage.StructuralAnalysisPartI:Paragraph1-2Introductionofthecredibilityprincipleandtheauthor’ssuggestion.PartII:Paragraph3-14Someexamplesofothers’breakingofthecredibilityprincipleandtheauthor’spersonalexperienceoffulfillinghispromisetoshowtheimportanceoffollowingtheprinciple.PartIII:ConclusionLanguagePointsWordsandexpressionstenish:aboutteno’clockrun-around:excusedismay:feelingofshockcontempt:lackofrespectaccompaniedbyafeelingofintensedislikeinexcusable:toobadtobeexcuseddownfall:failurethatresultsinalossofpositionorreputationnotorious:havinganexceedinglybadreputationbarring:exceptvow:makeavow;promisevacate:moveoutofbroker:abusinessmanwhobuysorsellsforanotherinexchangeforacommissionstandtallinthecrowd:beoutstandingfrustration:annoyance;impatienceguarantee:ensurecontractor:apersonwhosignsacontractwithsbagonize:sufferseverepainbecauseofplague:averyinfectiousdiseasecorporate:belongingtoorrelatingtoacorporation:goodwill:thevaluethatacompanyhasbecauseithasagoodrelationshipwiththecustomers/goodreputationofanestablishedbusinessChancesare…:itislikely…fittobetied:(AmericanEnglish)veryangry,anxious,orupset:hemandhaw:(AmericanEnglish)tokeeppausingbeforesayingsomething,andavoidsayingitdirectlyinflictupon:makesbsufferinnotime:verysoon/quicklyflat:threeminutes/10secondsetcflat(informal)inexactlythreeminutes,tensecondsetc-usedtoemphasizethatsomethinghappensorisdoneveryquickly:stark:withlittleornocolorordecoration.commentary:aspokendescriptionofanevent,givenwhiletheeventishappening,especiallyonthetelevisionorradio.totheletter:payingexactattentiontothedetailsofsomething;exactlyoversell:topraisesomeoneorsomethingtoomuch/tosellmoreofsomethingthanisactuallyavailable.projection:calculationaboutwhatsthwillbeinthefuture.disregard:ignore;treatasunimportantForecastwasoff:ifaneventwhichhasbeenarrangedisoff,itwillnotnowtakeplace=cancelled,postponed.vacate:toleaveaseat,roometcsothatsomeoneelsecanuseit.stall:deliberatelydelayormakesbwait.exasperating:extremelyannoying.letsb.down:notdosomethingthatsomeonetrustsorexpectsyoutodomediocre:notverygood=secondrateoutperform:tobemoresuccessfulthansomeoneorsomethingelse.render:express;presentlongevity:longlifeorthelongtimethatsthlasts.ReadingadvertisementsConnectingPeople.FortheRoadAhead.Communicationunlimited.Behindthathealthysmile,there’saCrestkid.•(Nokia)科技以人为本。•(Honda)康庄大道。•(Motorola)沟通无极限。•(Cresttoothpaste)健康笑容来自佳洁士。★alanguageofimmediateimpactandrapidpersuasion1．Goodtothelastdrop．滴滴香浓，意犹未尽（麦斯威尔咖啡）2．Obeyyourthirst．服从你的渴望。（雪碧）3．Thene