BBA English Proficiency PDF

English Proficiency How to Use Self-Learning Material? The pedagogy used to design this course is to enable the student to assimilate the concepts with ease. The course is divided into modules. Each module is categorically divided into units or chapters. Each unit has the following elements: Table of Contents: Each unit has a well-defined table of contents. For example: “1.1.1. (a)” should be read as “Module 1. Unit 1. Topic 1. (Sub-topic a)” and 1.2.3. (iii) should be read as “Module 1. Unit 2. Topic 3. (Sub-topic iii). Aim: It refers to the overall goal that can be achieved by going through the unit. Instructional Objectives: These are behavioural objectives that describe intended learning and define what the unit intends to deliver. Learning Outcomes: These are demonstrations of the learner’s skills and experience sequences in learning, and refer to what you will be able to accomplish after going through the unit. Self-Assessment Questions: These include a set of multiple-choice questions to be answered at the end of each topic. Did You Know?: You will learn some interesting facts about a topic that will help you improve your knowledge. A unit can also contain Quiz, Case Study, Critical Learning Exercises, etc., as metacognitive scaffold for learning. Summary: This includes brief statements or restatements of the main points of unit and summing up of the knowledge chunks in the unit. Activity: It actively involves you through various assignments related to direct application of the knowledge gained from the unit. Activities can be both online and offline. Bibliography: This is a list of books and articles written by a particular author on a particular subject referring to the unit’s content. e-References: This is a list of online resources, including academic e-Books and journal articles that provide reliable and accurate information on any topic. Video Links: It has links to online videos that help you understand concepts from a variety of online resources. English Proficiency LEADERSHIP KLEF President Vice Chancellor Er. Koneru Satyanarayana Dr. G. Pardha Saradhi Varma Pro-Vice Chancellor Registrar Dr. N. Venkatram Dr. K. Subbarao English Proficiency CREDITS Author Kalyani Kunchala Director CDOE C. Shanath Kumar Instructional Designer Nabina Das Content Editor P. Manjusha Content Reviewer Dr. Yogesh Kumar Tiwari Project Manager K. D. N. Lakshmi Graphic Designer P. Aswin Kumar English Proficiency First Edition, 2023. KL Deemed to be University-CDOE has full copyright over this educational material. No part of this document may be produced, stored in a retrieval system, or transmitted, in any form or by any means. English Proficiency Author’s Profile Kalyani Kunchala Kalyani Kunchala is a content writer at CDOE, KL (Deemed to be) University, Vaddeswaram, Guntur. She is an alumnus of GITAM Deemed University, Visakhapatnam. She began her career as a Systems Engineer at TCS, Singapore, and worked in domains such as Java, Eclipse, and Springs. As part of skills upgradation, she has participated in several workshops conducted by iTRix autonomous level robotics, Hyderabad, and All India Radio & Doordarshan (Prasar Bharati), Bhubaneshwar, and received multiple certifications. She is also a member of the Datta Viveka Educational Society, where she performed as Academic head, She continues as an active member of the society in propagating Jiddu Krishnamurthy’s philosophy of education. She has taken UPSC Civil Services and qualified for mains twice. During the Civil Services preparation, She also worked as a faculty and content writer for Geography and Science & Technology for the Integrated IAS course at the University of Civils IAS Academy and Analog IAS. English Proficiency English Proficiency Course Description In today’s world, multilingualism is becoming more and more critical. In addition to opening employment opportunities, speaking a foreign language helps make a real connection with people and know more about diverse cultures, places, and lifestyles. The more proficient you are, the better you can express yourself. Although English is not the most spoken language in the world, it is the official language in 53 countries and is spoken as a first language by around 400 million people worldwide. But that’s not all, it is also the most common second language in the world. According to the British Council, by 2025, about two billion people will be studying English. English is recognised as the most internationally famous language, which makes it the most dominant language in the business world. Even if you have a good level of basic English, learning business English will give you a chance to demonstrate a more comprehensive professional vocabulary which can result in new opportunities in your career. Studying business English allows you to develop English language skills useful in an office or other business environments. By understanding the communication skills needed in the workplace, you can gain the confidence to build strong relationships with your colleagues and clients. Business English communication skills are essential for getting ahead at work. Improving your professional business vocabulary and knowledge will help you work more effectively and open new career opportunities. In practical terms, the better you can speak the language, the better you can negotiate – not just with native English speakers. If you work for a German shipping company, you may need to speak English to speak to a Russian exporter, for example. This is the age of the Internet and online commerce, and if you’d like to set up your own online business, then wouldn’t you like to be able to reach out to the 1 billion English speakers on the World Wide Web? The higher your level of fluency in English, the better it is for your employer, as you present a more efficient, professional image for your company when doing business with others. Knowing that you have full command of the language means that your employer can feel confident putting their trust in you. It’s cheaper for them, too, as they don’t need to hire interpreters or spend time and money correcting linguistic mistakes. When an employer has complete confidence in your abilities, it allows you to progress further within the company, with your employer more confident in entrusting you with more responsibilities – so it can lead to higher pay and more job opportunities. The more fluent you are in English, the more job opportunities will be open to you, giving you a far more comprehensive choice of career prospects and often higher pay. On a personal and business level, it allows you to travel more. Whether for business or pleasure, a firm grasp of English allows you to succeed in a wide range of countries. 1 English Proficiency This course is divided into four modules MODULE 1 BUSINESS ENGLISH FOR HR AND TALENT ACQUISITION Job description- Advice on job applications – getting the right job- importance of doing a job interview -Launching and promoting a new product-Persuasive and negotiation skills -Types of emails: giving information, making an enquiry, answering enquiries. MODULE 2 BUSINESS ENGLISH FOR ENTREPRENEURSHIP Marketing: Becoming an entrepreneur- buying a franchise- franchising start-up -presenting business idea- signaling parts of presentation - arranging business travel- business conferences and meetings- spending sales budget. MODULE 3 SOCIAL MEDIA FOR BUSINESS Social media and business- introducing company using social media- staff survey- survey report- offshoring and outsourcing- customer satisfaction and loyalty- communication with customers- corresponding with customers- business across cultures. MODULE 4 CRITICAL THINKING Underlying assumptions, finding the conclusions, Argument strengthening, Argument weakening, finding the fallacies. English Proficiency 2 Table of Contents MODULE 1 BUSINESS ENGLISH FOR HR AND TALENT ACQUISITION Unit 1.1 English for Job Description Unit 1.2 English Proficiency in Advertising and Marketing MODULE 2 BUSINESS ENGLISH FOR ENTREPRENEURSHIP Unit 2.1 Entrepreneurship Unit 2.2 Conversation in Business English MODULE 3 SOCIAL MEDIA FOR BUSINESS Unit 3.1 Social Media & Business Unit 3.2 Customer Satisfaction Techniques MODULE 4 CRITICAL THINKING Unit 4.1 Statement and Argument Reasoning 3 English Proficiency ENGLISH PROFICIENCY Module 1 Business English for HR and Talent Acquisition English Proficiency 4 Module Description The development of any organisation is based on the performance of the workforce employed in different sectors. Hence, the contribution of the employees acquires importance, and it is equally important that the employer takes all the measures in hiring the right talent to realise the organisational objectives more easily and smoothly. Against this backdrop, the duty of the employer to hire the appropriate talent is not an easy task and comprises a series of steps that lead to the talent pool comprising a skilful and knowledgeable workforce. According to a survey conducted by the US firm, the process of selection plays a crucial role in deciding the fate of the organisation eventually, and proficiency in English plays a significant role in the overall job selection process. Moreover, the selection process is a Herculean task because of several job platforms that are flooded with so many job applications, and to avoid such clumsy work, the correct job description must deliver content that reduces the work burden and makes the selection process manageable. So, the importance of English proficiency in designing the right Job description to minimise unwanted content gained importance nowadays. Similarly, we cannot deny the fact that hiring the right person is not solely dependent on the employer’s shoulders. The role of an employee in meeting the demands of the organisation must be clearly communicated through the job application form. Therefore, the employee must acquire all the tools to project a detailed description of oneself through the cover letter and a CV in the job application process is mandatory to select for the final interview. Therefore, the CV with all the elements acts as a gateway to the final interview and hence gains prominence. Here, in this module, we focus on the topics of Job Description, Advice on Job Applications, getting the right job, Job Interviews, Persuasive and Negotiation skills, and Email Marketing. Unit 1.1 English for Job Description Unit 1.2 English Proficiency in Advertising and Marketing 5 English Proficiency ENGLISH PROFICIENCY Module 1 Unit 1 English for Job Description English Proficiency 6 Unit Table of Contents Unit 1.1 English for Job Description Aim______________________________________________________ 08 Instructional Objectives______________________________________ 08 Learning Outcomes_________________________________________ 08 1.1.1 Job Description________________________________________ 09 Self-Assessment Questions_____________________________ 14 1.1.2 Advice on Job Applications and Getting the Right Job__________ 15 Self-Assessment Questions_____________________________ 17 1.1.3 Job Interview__________________________________________ 18 Self-Assessment Questions_____________________________ 20 Summary_________________________________________________ 21 Terminal Questions_________________________________________ 22 Answer Keys______________________________________________ 23 Activity___________________________________________________ 24 Glossary__________________________________________________ 24 Bibliography_______________________________________________ 24 e-References______________________________________________ 25 Video Links________________________________________________ 26 Image Credits______________________________________________ 26 Keywords_________________________________________________ 26 7 English Proficiency Aim To accomplish the goal of making the learners study the significance and application of English in job description and application. Instructional Objectives This unit intends to: Discuss the concept of job description with emphasis on language skills Explain the right process for job application Elaborate on the importance of conducting job interviews Learning Outcomes At the end of this unit, you are expected to: Construct and compose a good job description with the inclusion of all the language skills Apply the language skills to design a job application Demonstrate the importance of job interviews English Proficiency 8 Introduction Job Analysis is a procedure that comprises the analysis of the nature and duties of the jobs. The analysis helps in giving a picture of what kind of people should be hired for those jobs, and it is the systematic process of collecting and making judgements about all the essential information related to a job. Therefore, the job analysis acts as a base and is fundamental to the preparation of job specifications and descriptions. 1.1.1 Job Description A job description is a written statement that provides information on parameters like what the job is about, how it is performed and the prevailing conditions of the workplace. We don’t have any prescribed format available to write a job description. It is an organised factual statement of job contents in the form of duties and responsibilities of a specific job. In short, it speaks about the nature and type of job and includes: 1) Title of the job with description 2) Job Summary 3) The nature of duties and operations 4) Relationship between authority and responsibility 5) Job tasks and the standards to be maintained. 6) Terms and conditions detailing salary, hours of work, leave, etc. 7) Limits of discretion, i.e., budgetary responsibilities 8) Desired qualifications 9) Relationship of that job with another job for clear picture of the nature of the job 10) Specification of machines, tools, materials, and their applications 11) Physical working conditions or the work environment Job description components A Job description will include the following components: Roles and responsibilities of the job. The overall goals of the organisation and the individual goals of the respective position to be achieved as part of the profile. Educational qualification and overall experience gained so far. Requirements of the specific skill set like team management, collaborative nature, lead- ership, etc. The range of the salary. 9 English Proficiency Roles & Duties Salary Range Organization Goals Job Description Skills Educational Needed Qualification Fig. 1: Job description components Steps to write a job description. Writing an accurate and comprehensive job description includes some steps that give a clear picture of the job description. The main steps are: 1) Job title: To write a job title that reflects the requirement and designation. 2) Role summary: To give a summary of the job role. 3) Duties: To write down all the job responsibilities as well as the job duties clearly. 4) Qualifications: To clearly state the basic educational qualifications, and overall work experience with the other required criteria. 5) Role expectations: The employee requirements that match the role expectations must be given. 6) Reporting: To highlight the reporting manager and the subordinates. 7) Verification: Verification by the HR team for any changes, updates, or validations. Job description types A general job description and a specific job description are the two types of Job Descriptions. The general Job description gives the details of general duties and functions of the job requirement. If the job description is short and brief without any explanation of the specific duty to be performed, then it comes under the general job description. English Proficiency 10 For example, if there is an advertisement for a manager post that fails to explain the specific requirement of the job, then it comes under the general job description. The specific job description requires a specific skill set or some specific qualifications that meet the job criteria. It sometimes gives details about the allowances, perks, and other benefits. For example, if there is any post stating the manager requirement who is specialised in some set of skills like computer knowledge, public dealing, and some acquaintance with marketing dealings. Job description purposes The job description serves the purpose of giving a summary of liabilities and tasks. The job description helps in organisational resource management. It serves the purpose of developing an organisation that helps in desired recruitment and contributes to the fulfilment of objectives. It helps in assessing job performance. It gives a clear idea of what an employer expects from his employees in delivering his duties. Grading and pay systems can be effectively organised to deal with it easily. It acts as a tool of reference for any dispute between the employee and employer. Act as a reference document for discipline matters implementation. It gives a clear idea of the role of the candidate. To guarantee obligatory deeds, liabilities, and tasks, a clear description of the rules and regulations of the company is stated. Acts as a base for measuring job performance. Acts as an idea generator for development and training. It contributes to the overall effectiveness and success of enabling an organisation to organise its function in a constant mode. How to write strong job descriptions to attract international talent? 1. Keep sentences shorter or say the same in a few words Let verbs do the work. Verbs drive the action forward in a concise way (see our vocab section below for a useful list of action verbs). For each key job posting requirement, try to focus on the specific action. 2. To use a Business casual tone In English, overly formal job posts tend to scare candidates away. It is recommended to use a business casual tone. 11 English Proficiency 3. To make the candidates more engaging, follow these simple rules: Structure sentences and paragraphs Use the active voice. Be precise and avoid vagueness. Start your paragraph with a benefit, follow with something unique or personal about your company and close with requirements. Question > Benefit > Personal/Unique > Requirements 4. Vocabulary for Job Description An example of strong job description: Junior Data Scientist at Numbers Ltd, Tel Aviv, Israel Would you like to work for a company that is as enthusiastic about data as you are? At Numbers Ltd., our flat hierarchy allows you to define your research projects and set your own goals. If you have more than 2 years of experience in data science and a propensity for Python, you will be a great fit. 1. You love to: Manage your in-depth data projects. Communicate your data insights effectively. Design attractive visualisations that tell a story 2. You have got: Astute problem-solving skills 2+ years’ experience in Python data projects 3. Why you will love working for us: Organise your own projects. Enjoy our flat hierarchy. Work remotely Socialise at regular hackathons and meetups. English Proficiency 12 4. More about Numbers Ltd: We are a young dynamic startup with a team of around thirty full-time staff. Our focus is providing full-stack data solutions to our clients. In 2018 we completed our Series A funding. Read more about Numbers Ltd here. To apply now, submit your resumé online by following the link below. We will get back to you within 3 working days. In this job description, we used: Concise sentences Active voice Personal ‘you’ and ‘we’ forms Questions 13 English Proficiency Self-Assessment Questions 1. ______________ is an organised factual statement of job contents in the form of duties and responsibilities of a specific job. A. Job Analysis B. Job Description C. Job Summary D. None of the above 2. Job description plays a very important role in organisational resource management. A. True B. False 3. ___________ is fundamental to the preparation of job specifications and descriptions. A. Job Analysis B. Job Description C. Job Summary D. None of the above English Proficiency 14 1.1.2 Advice on Job Applications and Getting the Right Job Employers have numerous job applications, and it is a herculean task to sift through in the process, so there are high chances for employers to discard those applications that lack the details and are incomplete. You will need to prepare and demonstrate sought-after skills carefully. It is always advisable not to jump into the process of job application directly, but rather make some ground-level preparation that makes the work easier, like gathering all the information like academic achievements, employment history and contact information for your referees. Gaining thorough information through research on the company’s aims, sectors they operate in, and their peer competitors gives an edge while applying for the job. Make sure that the specific skills and qualities mentioned in the job description are referred to without fail. Finally, read the instructions carefully to ensure that you complete the correct sections of the form and notice when the deadline is. Typical sections of an application form The application form should make the employer want to meet you to find out more and give you an opportunity to demonstrate your skills. Typical sections of an application form include: Personal information - Give basic details, such as name and email address. Educational background – Give a clear account of your educational background like your achievements, several courses opted and if any certifications attained. Work experience – Be very clear in mentioning all the roles taken up so far and list the main duties and responsibilities in each role emphasising those most closely related to the job you are applying for. Competency-based questions – Make sure that you give the best examples when you demonstrated the skills required for the role and take care that you are too vague and don’t stick to the unnecessary mentioning of the irrelevant skills. Personal statement – Write a well-argued statement stating the reasons why you are well fit for this job role. How to perfect the application form? 1. Organise a strong cover letter A cover letter is a document that speaks about one’s introduction and specifies the reasons for hiring that convince the employer. It is always sent over email and checked before opening the CV and work samples. That does not mean you will copy-paste your CV into the body of the email. 15 English Proficiency A brief introduction about yourself in brief must be given. Mention the relevant work experience along with the personal strengths. Sign off on a positive note about what this job or company means to you. 2. Focus on your unique strengths Expressing your strengths must be unique and must resemble your identity. Avoid using general English adjectives here, like “hardworking” or “punctual” which denotes the common expression in all the applications. Instead, focus on using specific language to describe what you can offer to the company. This could involve any of the following: Mastered skill sets and any other certifications. Any updated relevant software skills Relevant internships and awards If multilingual, mention the several known languages. 3. Proofread everything Proofreading is necessary to avoid any grammar or spelling mistakes. As a Business English learner, you must realise the damage small mistakes can do. Therefore, make sure that the cover letter or the job application is devoid of small mistakes and ensure that it is error-free by going through it two to three times. This develops an impression that you are a careful, meticulous person. 4. Always use positive language It is especially important to maintain a positive and optimistic tone in the business English Vocabulary being used. For example, you have applied for PR representative, but you do not have any internship experience in the field. Do not say something like, “I know, I don’t have any internships or certificates for my PR skills, but I can assure you that I’ll be a good fit for the job.” 5. Be interested in solutions, not problems Your approach to any tricky questions related to engineering or technology positions must be solution-based that is creative, and resourceful rather than leaving the interviewer puzzled by stating that the problem is impossible to solve and leaving an impression that you are a complainer rather than being an analytical person. English Proficiency 16 DID YOU Close to 70% of job seekers would reject a job offer from a company KNOW which does not have a good reputation – even if unemployed. 17 English Proficiency Self-Assessment Questions 4. The typical sections of the application form include _____________. A. Personal information B. Work experience C. Personal statement D. All the above 5. To perfect the application form, one must _________. A. Organise a strong cover letter. B. Proofread everything. C. Use positive language. D. All the above 6. Which one of the following is a positive word to describe yourself on CV? A. Creative B. Flexible C. Energetic D. All the above English Proficiency 18 1.1.3 Job Interview What is a job interview? The job interview is defined as the process of conducting a face-to-face interaction where the recruiter asks questions about the candidate’s education, overall experience, skill set and any other major achievements that act as a base to evaluate the candidate’s suitability for the job role. Importance of job interview The importance of Job Interviews lies in ensuring they onboard the best talent. Conducting an in- terview can make sure that the employer can select a candidate who is best in terms of his or her personality, knowledge, skills, experiences, skills, etc. Post an interview discussion, the recruiter can take a sound decision about the candidate. The shortlisting of the candidates for the next several rounds can be easier by having an inter- view with the candidate. Personality Personal Mental ability Traits Language Confidence Decision - making Experiential Leadership Job Interview Traits Strengths Weaknesses Technical skills Core Skills Knowledge Ability Fig. 2: Importance of Job Interview Job Interview Assessments The main objective to hold an interview is to assess the candidate on several parameters that match the job profile. The key traits which interviewers look to evaluate in a candidate are: 19 English Proficiency 1. Personal traits: Personal traits are some general traits like body language, command over language, mental ability, self-confidence, etc., that exhibit the overall personality. 2. Experiential traits: These include the traits developed from real-life experience gained so far and education in terms of decision-making, leadership, strengths, weaknesses, etc. 3. Core skills: The core skills attribute to the knowledgeable skills that an employee must pos- sess to perform the job without any hiccups. DID Body language can constitute more than 50% of what we are communicating YOU to our interviewer. Nearly 33% of interviewers said they rejected a candidate KNOW because of bad posture during the interview. English Proficiency 20 Self-Assessment Questions 7. The discussion between a company recruiter & the candidate is known as _________. A. Job description B. Job application C. Job interview D. None 8. Do you prefer working independently or on a team? A. Your answer must depend upon the job environment. B. Reply by saying, “I enjoy the blend of the two.” C. Remain silent. D. None of the above 9. A person attending the job interview must be well-versed to answer questions related to: A. Personal traits B. Experiential traits C. Core skills D. All the above 21 English Proficiency Summary Job Analysis is a prerequisite to the Job Description. Job Description is a statement that speaks about the job role, performance, and varied conditions. The Job Description components include roles & duties, organisation goals, educational qualifications, skills needed, and salary range. The steps to write a Job Description are job title, role summary, duties, qualifications, role expectations, reporting, and verification. The types of Job Descriptions are general job descriptions and specific job descriptions. Job description serves the purpose of giving a clear summary of liabilities and tasks. An application form must include the sections personal information, educational background, work experience, competency-based questions, and personal statement. Job interview is a process where the recruiter conducts an interview with the candidate to notice about the candidate’s education, work experience, background, skills, and knowledge. English Proficiency 22 Terminal Questions 1. Explain the importance of Job description in the process of selecting a suitable candidate. 2. Discuss in detail the typical sections of the job application. 3. Elaborate on the importance of job interviews with suitable examples. 4. Differentiate between general job descriptions and specific job descriptions. In what situations would each type be more suitable? 5. What are the key sections that should be included in an application form to gather relevant information about job applicants? 23 English Proficiency Answer Keys Self-Assessment Questions Question No. Answers 1 B 2 A 3 A 4 D 5 D 6 D 7 C 8 B 9 D English Proficiency 24 Activity Activity Type: Offline Duration: 30 Minutes 1) Take a newspaper advertisement that depicts the job description and try preparing a job application form for the same. Glossary Cover letter: A written document outlining the applicant’s credentials that is submitted along with a job application. Job Summary: A job summary is a brief overview of the job duties and responsibilities of a particular position. Problem-Solving Skills: Problem-solving skills are the ability to identify, analyse, and solve problems. Job Duties: Job duties are the specific tasks and responsibilities assigned to a particular role. Bibliography External References Whitby, N. (2019). Business Benchmark Pre-intermediate to Intermediate (2nd ed). Cambridge, England: Cambridge University Press. Whitby, N. (2019). Business Benchmark Upper Intermediate (2nd ed). Cambridge, England: Cambridge University Press. 25 English Proficiency e-References Job Description - Meaning, Importance, Steps, Components & Example: https:// www.mbaskool.com/business-concepts/human-resources-hr-terms/1809-job- description.html Job Interview - Meaning, Importance & Types: https://www.mbaskool.com/ business-concepts/human-resources-hr-terms/18089-job-interview.html Concepts of Job Description and Job Specification: https://www.mbaknol. com/human-resource-management/concepts-of-job-description-and-job- specification/ English Proficiency 26 Video Links Topic Link Job Analysis https://www.youtube.com/watch?v=k9y2lgUeUGk Job interview https://www.youtube.com/watch?v=5FXCFkNkntM Image Credits Fig. 1: Self-made Fig. 2: Self-made Keywords Systematic Job analysis Liabilities Tasks Training Competency Traits 27 English Proficiency ENGLISH PROFICIENCY Module 1 Unit 2 English Proficiency in Advertising and Marketing English Proficiency 28 Unit Table of Contents Unit 1.2 English Proficiency in Advertising and Marketing Aim______________________________________________________ 29 Instructional Objectives______________________________________ 29 Learning Outcomes_________________________________________ 29 1.2.1 Persuasive and Negotiation Skills__________________________ 30 Self-Assessment Questions_____________________________ 37 1.2.2 Email Marketing________________________________________ 38 Self-Assessment Questions_____________________________ 49 Summary_________________________________________________ 50 Terminal Questions_________________________________________ 51 Answer Keys______________________________________________ 52 Activity___________________________________________________ 53 Glossary__________________________________________________ 53 Bibliography_______________________________________________ 53 e-References______________________________________________ 54 Video Links________________________________________________ 55 Image Credits______________________________________________ 55 Keywords_________________________________________________ 55 29 English Proficiency Aim To enable learners master the significance and application of English in the business and marketing field. Instructional Objectives This unit intends to: Discuss the role of persuasion and negotiation skills in sales and marketing Describe the meaning and the types of email marketing Learning Outcomes At the end of this unit, you are expected to: Acquire and apply the learnt persuasive and negotiation skills in sales and marketing Analyse and categorise the types of email marketing English Proficiency 30 Introduction Employability skills are a range of skills that along with the basic qualification are essential to enterprise, communicate, adapt, and can be used in a wide variety of settings as well as in their careers. It is also called enterprise skills, communication skills, and workplace skills. The main employability skills are: Communication and Interpersonal skills Flexibility Teamwork Persuading and Negotiating Leadership Numeracy Developing Professionalism Planning and Organising 1.2.1 Persuasive and Negotiation Skills Persuasion is the art of convincing others to take appropriate action. Negotiating is the art of dis- cussion to reach a mutually satisfactory agreement. Influencing encompasses both. Persuading Tactfully challenging Negotiating Listening the views expressed Developing a line of by others you to the needs of the reasoned argument disagree with other party Backing up points Getting agreement acceptable to both with logic. Using Influencing being able sides : win-win, positive language to persuade others & establishing trust negotiate to reach an Emphasizing the agreement Knowing when to compromise: mak- positive aspects of ing concessions for your argument agreement Heading objections Getting your points to your arguments Using open, identifying common across in a calm, but encouraging body ground assertive manner language Fig. 1: Concept of influencing 31 English Proficiency These skills are vital in many job areas, especially marketing, sales, advertising and buying which demand the most to make a deal. Persuading Persuading is not simply convincing others by expressing your ideas rather there are some tips involved to make it more proficient both verbally and non-verbally. The guiding principles of persuasion: Focus on the other party’s needs: Good listening skills are one of the prime factors to notice the interests and expectations of the other party. This earns trust and respect which is helpful to outline the benefits of your proposal. Fig. 2: Key active listening skill Argue your case with logic: Make sure that your ideas and competitors’ ones are well- researched to avoid any disagreement so that your claims are well received. Belief in the argument: Avoid using hesitant language such as “Isn’t it”, “you notice”, “um mm”, “I mean”, etc., to lessen the chances of believing your argument. Use positive rather than negative language: Emphasise more positive language like “That’s true, however…”, and “That’s an excellent idea, but if we look more deeply...” instead of negative tone like “You’re wrong about this”. Finely compliment the other party: For example, “I really appreciate your hard work and dedication to meet the demands”. Such compliments act in building a cordial bond and will be more open to your proposals. Mirroring the other person’s mannerisms: According to a study conducted at INSEAD Business School, mirroring acted as a potential weapon in increasing sales. It reveals that those who practised it achieved 67% sales compared to 12% who did not. People you mirror subconsciously feel more empathy with you. However, it is important that it is done in a very subtle manner so that it goes unnoticed. You need to leave a delay of between two and four seconds before the mirroring action. Try to remember the names of everyone you meet: It shows that you are treating them as individuals. English Proficiency 32 Negotiating Negotiation involves the process of resolving differences between people by considering their opinions along with individual needs, aims, interests and differences in background and culture. The diverse ways we may negotiate include the ‘Win-Lose’ approach, also known as bargaining or haggling, and the ‘Win-Win’ approach to negotiation, which is preferable when you want to build a meaningful and strong interpersonal relationship. Negotiating to win Negotiating jointly Negotiating to win This involves pursuing your own interests to the exclusion of others: I win: You lose! Persuading someone to do what you want them to do and ignoring their interests. While this kind of negotiation brings short-term gains but will give long-term resentment that may cause disruptions in the future if supposed to work with the same party. Negotiating jointly This involves reaching a mutually satisfactory agreement where all the party’s needs are met: To build mutual trust, the parties must work on the elements of honesty and integrity. To suit everyone’s interests, both sides work together and try to look from the other’s perspectives to arrive at a compromising solution. Assertiveness is the best way to deal with rather than being passive or aggressive. A Strategy for successful negotiations Assessing the logic of the party’s reasoning can be achieved through careful listening. The questions of how, why, where, when and what help to clarify issues that you are not clear about. Identify the key issues that concern both sides. Identify any personal agendas. Question generalisations and challenge assumptions. Identify areas of common ground. Observe if any outside forces affecting the problem. Remain calm in any kind of situation, always use assertive behaviour rather than aggressive behaviour to diffuse the tensions. Remember, ‘NO’ is a small word with big power. Emphasise equally both verbal and non-verbal persuasion skills. An open, encouraging body language such as mirroring is preferable and not defensive or closed. 33 English Proficiency Compromise is an important parameter to be used when required and always maintain a clear distinction between the needs (important points on which you can’t compromise) and interests (where you can concede ground). Agreed deadline for resolution is to be made. Decide on a course of action and come to an agreement. The final agreement needs to be summarised and written down at the conclusion of the negotiations. In case of failure of reaching an agreement, make sure to plan for alternative outcomes. Examples of statements that might be used by a good negotiator. 1) “You’ve expressed your points very clearly and I can now appreciate your position. However,...” 2) “It is clear that you are very concerned about this issue, as I am myself. Yet from my viewpoint…” Emotional intelligence is important in negotiation because it helps DID negotiators interpret and manage their emotions and the other party’s YOU emotions. Emotional intelligence helps negotiators read nonverbal cues, KNOW interpret cultural differences, and be more empathetic and flexible. The art of persuasion in negotiation The Art of persuasion in negotiation is an essential component that involves the skills that are classified as basic skills, intermediate and high-level skills that can help you to persuade the party effectively. Basic skills: These skills are those that include the usage of ideas persuasively to keep the attention of others, explaining the benefits of an agreement, developing a line of reasoned argument, and putting your points across clearly and concisely. Intermediate skills: These are the set of skills used to gain support by emphasising how cost and problems can be minimised, handling objections, challenging the points of view expressed by others, get other people to support your views. High-level skills: These are developing strategies used to gain support for ideas and make concessions when required to reach an agreement: work for a win-win situation and form long-term relationships. English Proficiency 34 The six laws of Influence Professor Robert Cialdini gives six rules or laws which govern how we influence and are influenced by others in the book Influence: The Psychology of Persuasion. 1. The law of scarcity Items are more valuable when their availability is limited. Scarcity determines the value of an item. For example, if you inform them that you are supposed to attend other interviews, it will generate interest to perceive you as a sought-after candidate. 2. The law of reciprocity It works on the principle that one is compelled to return the favour after receiving something. It is more likely to agree to a smaller request after turning down a large request. This is why shop staff are trained to showcase the costlier article first and then the less costly one to persuade them easily. 3. The law of authority We are more likely to comply with someone who is (or resembles) an authority. In other words, people prefer to take advice from experts. 4. The law of liking We are more inclined to follow the lead of someone who is similar to us rather than who is dissimilar. That is why, the sales trainers are taught to mirror and match the customer’s needs, mood, posture, and verbal style. The research at the University of Sussex clearly stated that people remember the faces of those who are of their own race, age group or gender. It is also advisable to remember and use people’s names. Always try to call the person with a name like “Hello Krishna” rather than just “Hello”. 5. The law of social proof This is based on a herd or lemming behaviour that states the perception of concluding the behaviour as more likely to be correct if we see them performing it more frequently. 35 English Proficiency We assume that if a lot of people are doing the same thing, they must notice something that we don’t notice. For example, when there is panic in the stock market everyone follows everyone else and sells. 6. The law of commitment and consistency Consistency is the most desirable attribute as it is associated with stability, loyalty, devotion, honesty, strength, and logic. Commitment precedes consistency. Once a commitment is made, one is more likely to honour it later, even if terms are changed. We feel the urge to be consistent with what we have already said or done. Persuasion in sales and marketing Persuasion in sales and marketing involves convincing potential customers to take a specific action. This could be buying a product or service, signing up for a newsletter, or sharing content on social media. It’s all about building customer relationships and using various tactics to influence their decision-making process. Advertisement, as an act of linguistic communication, may have many different functions: informative, aesthetic, expressive, and first, persuasive, so the best advertisement is communication which influences the audience the most. To be persuasive in sales and marketing, you need excellent communication skills. By practising these skills, such as active listening, clear and concise messaging, and the ability to tailor your message to different audiences, you can improve your overall communication skills and confidence level. This will not only benefit you in your business but also your personal life. For instance, one persuasive technique Cialdini distinguishes is the principle of authority. People tend to manifest discipline and obedience towards authority and are more prone to trust them and obey their orders. In advertisements, the persuasive role is performed by experts or celebrities. English Proficiency 36 Fig. 3: Persuasion in sales and marketing DID In adversarial bargaining, your best source of power is your ability and YOU willingness to walk away and take another deal. Before arriving at the bargaining table, wise negotiators spend significant time identifying their KNOW best alternative to a negotiated agreement, or BATNA, and taking steps to improve it 37 English Proficiency Self-Assessment Questions 1. ___________ encompasses both persuading and negotiating. A. Bargaining B. Explaining C. Influencing D. None of the above 2. The six laws of influence are given by ____________. A. Robert Cialdini B. James Watt C. Henri Fayol D. None of the above 3. Which one of the following is not included in the six laws of influence? A. The law of scarcity B. The law of reciprocity C. The law of social proof D. None of the above English Proficiency 38 1.2.2 Email Marketing Email marketing is when a business uses email to communicate and connect with its customer base. This is a form of direct marketing used to inform customers, increase brand awareness, and promote specific products and services. Types of Email marketing: Inbound email marketing Outbound email marketing Enquiry email 1) Inbound email marketing Inbound email marketing is an email marketing strategy that involves the process of sending emails to existing subscribers only after taking their consent to receive marketing communication. The types of inbound marketing emails are: Welcome emails: Welcome emails are the gratitude emails sent to the subscribers as the first (and most important) email communication. After this, you can continue introducing the product and tell them what to expect in future emails. It is also a good practice to mention the frequency of emails in the future. Fig. 4: Welcome mail 39 English Proficiency Onboarding emails: Onboarding emails are a group of emails used to introduce the new subscribers to the information related to all the new features of the products and services and help them navigate your platform easily. In the best-case scenario, they should answer most of the questions new users may have. Building Your First Business Keen on turning your dream into a reality? We’ve created this step-by-step guide to help Get Building Tips For Your First Website Ready to build your first website? You’re in great hands. We’ll you through all the steps Get Off to A Flying Start right here. Lets Get Started Ready to get started with namecheap? We Wnat to help you get the most out of your HELPING YOU DO MORE experience Meet your account dashboard VPN PRIVATE EMAIL After logging into your account you’ll be taken Get super-fast, Branded web- to your dashboard. From there you’ll be able safer browsing. based email. Try it to top up your account and set two-factor free for 2 months authentication for security. Questions? View Dashboard If you have any questions, our customer services team would be happy to help you. Over on the left-hand side, there’s a detailed They’re available 24/7 view of all the product you own. Now’s a great time to update your contact and billing info within the profile section. Update profile You will need your 4-digit security pin when you contact customer services and you can find this within the profile section and selecting security. Get Support PIN Fig. 5: Onboarding email Email newsletters: Email newsletters are a group of emails that are specially designed for a set of audiences who are interested in seeking specific information. It is possible to create segmented lists depending on different buyer interests. They can be short with links to additional materials or be on the longer side. The structure of the email depends on the interests of the target audience and goals as well. English Proficiency 40 HEY OLIVIA, Anonymous horse went into a Google doc and wrote “neigh”, anonymous badger suggested a spell change to “nay”. Anonymous fox thought both suggestions sounded too informal. Anonymous koala, the document owner, changed the sharing settings to “view only”. Traveller Time Travelers are making up for last time. Spending more, and generally seem to be throwing caution to the wind - so it must be fill-your-boots time for travel marketers, right? Not necessarily; Competation is fiercer than baggege claim3 at lax.. But here is how you can get ahead of the pack Can’t Spell Email Without..... We’re putting the AI into email - and not just because that’s how its correctly spelled. Phrasee CEO, Parry Malm, is feature in Validity’s upcoming live events to expaling how AI - powered Fig. 6: Email newsletter Promotional emails: These are a group of emails that focus on sales and include information that details the special offers and discounts available for the product and highlights the benefits of the product to create interest in the customer as part of promotion. 41 English Proficiency Your chance to get premium for 40% off Upgrade Now Take The First Step Toward Getting More Done. Improvements You’ll Love Rebuilt to make your life a little neater and a lot easier. Stay In Sync on Every Device Wherever you are, online or off, you can get it done Find Things Fast Search text in photos, pdfs, office docs, and even hand written notes Reminder: This offer expires 2/4. Don’t miss out. Upgrade Now Fig. 7: Promotional email English Proficiency 42 Survey email: These emails are meant to communicate to the customers the value of their opinion on the products purchased as part of the feedback to enhance their future projects and render a service that is most appealing to the customers. Apart from being engaging, survey emails also create space for research. If you are planning to release a new product, let’s say an innovative SaaS solution. By querying the existing customers about their expectations on the new features to be added and also can ask them the reason to stop using their services. Or verify hypotheses about a drop in your marketing metrics. Yes It’s A Survey, But Not Boring Take Our Survey We’ve always looking for ways to improve headspace so we can reach more people with the practice of meditation. We’ve developed this super-short survey and we’d love a chance to hear from you. The wait takes less than a minute and it will help us make headspace even better. The Headspace Team Fig. 8: Survey email Product update email: A product update email is a kind of communication sent to the existing subscribers about the new features and enhancements made to the products. It is to improve customer satisfaction, user engagement and even revenue collection. 43 English Proficiency Fig. 9: Product update email 2) Outbound email marketing It is a type of email that focuses on the wider audience i.e., people who are not yet on your email list. The sole purpose of such emails is to increase the number of potential customers who have not interacted so far as part of brand awareness. 3) Enquiry email These types of emails are designed to seek information about any specific product. This could be in response to an advertisement, or a sales call received earlier. You want to notice more about their services. Hence, you write this inquiry email. Information help create a basis for businessmen to evaluate the options they have. English Proficiency 44 There are many different types of information. For enquiry emails, there is no limit as well. You could ask for anything. Moreover, you can use business inquiries email to ask for a job vacancy at a company. If you write them properly, they are your tool to get literally any information. The basic format of an enquiry email: The 5 steps to write an enquiry email are: a. Subject The subject and email address are the two things that show up in the recipient’s sight. Therefore, it is important to state the subject that is briefly written but with complete clues about the purpose of the mail to save time. b. Opening The opening of an enquiry email must be very effective satisfying the basic requirements, polite, short, and straight. It is further divided into three sections: Greet – Introduce – Reference. Greet: In this section, we greet the recipient with the traditional salutation. The recipient is addressed with the Dear Sir/Dear Madam/Dear Sir or Madam when the name is not known. Sometimes, we can address the department whole like Dear Sales Department. If we are aware of the recipient’s name, use Dear + courtesy titles (Mr., Ms., Mrs.) + their last name. Introduce: In this section, write an introduction about yourself that includes your name, job title, department, and company name to make the recipient aware of whom exactly they are communicating. This will make it easier for both of you to do business. Try these phrases: I am [name], [title]/from … department of … company. Our company is a retailer/supplier specialised in My name is [name], [title] from … company. We are one of the biggest companies in … dealing with …. 45 English Proficiency Our main products are … Our main industry/market is … Reference: Finally, in this section make sure that you mention the reference i.e., the contact. It could be from an advertisement or a sales call, someone referred in your network. Based on your reference, the recipient can identify which type of partner you are. Consequently, they can deal with your request in the most suitable way. You can use these examples: Mr A of X company, one of your current customers, gave us your name. We were referred to you by Ms B from AB Bank, your exclusive partner. Mr C, your former supplier, suggested that we should contact you. c. Body The body of the email must be framed in such a manner that the recipient can collect some valuable information about you and must be able to answer some basic Ws and Hs. Why: Why are you writing this email? What is your purpose? How can they be of help? What: What kind of information do you need? How much/How many of that? How: How do you want to receive your information? Do you need a document, a call, or a brief meeting? If you want to make a call or hold a meeting, then When and Where? Answering the questions above can help your inquiry email be perceived properly. After that, write the email body one by one: Why: Here, start writing the mail by stating the reason for approaching them and giving a brief introduction of your company business and expressing an interest to collaborate with them is helpful in creating a better clarifying of the purpose. For example, you can write like: “My company is taking a new milestone by launching a new product and we would like to express our interest in your marketing service”. What: Be very clear in the information you want to seek and for better clarity use a numbered list or bullet list like this: English Proficiency 46 I would want to inquire about some details about your company’s service, listed below: 1. Your service proposal/profile/brochure 2. The portfolio of previous campaigns executed 3. The current price list This will certainly increase your chance of getting a sufficient response. How: Express your suggestions of how you want them to deliver the information either through a document or package. You can take a step and invite them for a call or meeting. Leave your contact details so they can easily reach out to you whenever needed. We suggest you use the below sentences: We prefer that you send our requested information all-inclusive in one file, if possible. Could you please set up a meeting with us for further discussion on this matter? We would be happy if you could provide us with detailed information through a video call at a convenient time. Should you have any additional questions, feel free to contact me at [phone number/email address]. d. Closing The closing must be simple with a more polite tonne of reminding them of your request. Thank you for your time I look forward to receiving the information We look forward to hearing from you Then, choose a proper closure (Yours faithfully, yours sincerely, Best Regards), followed by your name. e. Signature Finally, a standard signature is important and must include your full name, job title, and contact information. Business enquiry email sample Subject: X Company | Product enquiry: Frozen Kiwi puree 47 English Proficiency ” Dear Sales Department, Firstly, I am Krishna KC, Purchasing Officer of X Company. Mr. Daniel Mithra from Y Company, your current customer gave us your name. He also referred to your high-quality frozen fruit and beverage ingredients. Our company, X Company is a beverage manufacturer. I would like to express our interest in doing business with you. We are in a plan to widen our product range. Hence, we are looking for new suppliers as your product is also one of our main ingredients. Hence, we would like to enquire about the frozen Kiwi pure product. We have listed below the details we need: 1. The frozen kiwi puree’s information: origin, manufacturing process, nutritional facts, and quality standards 2. The frozen kiwi puree’s wholesale price list We expect the above information in PDF format, and it would be great to receive the package within the next 10 days as it will help maintain our process rate. Thank you for your time and I look forward to hearing from you. Best Regards, Kath Vu” Business enquiries email is important, as it is the first step to a new, potential partner. Moreover, it is undoubtedly a helpful tool to get the information you need. Responding to: Try to respond to the customer’s enquiries via email as early as possible. This leaves an impression of how much value you place on them. Enquiry response emails must open with appreciation followed by addressing the customer’s concern. Your email must implicitly or explicitly express the priority of meeting the customer’s needs as part of the first step in winning over a loyal client. Your email must clearly state what the enquiry is about to show that you interpret what the client needs. To satisfy the customer, give appropriate answers detailing essential information. To keep the email brief, make sure to Attach relevant documents to the email. English Proficiency 48 To give the best to the customer, plan for a meeting if needed. When you are not sure of what the client needs, express the same to the client politely and inform if there is any alternative available. Take measures to make further enquiries by the customer, if not satisfied with your reply. Your closure should be warm and caring. Try to be conventional and avoid any kind of jargon by being simple and clear. When answering enquiries, your tone should be professional, positive, and optimistic. A negative tone creates an unfriendly atmosphere and may put off the customer. Your email should be concise, without unnecessary details or long phrases. Sample Email Dear [Customer Name], Thank you for your recent inquiry regarding our [Product/Service]. We appreciate your interest and the opportunity to provide you with information about our offerings. We have attached a brochure that provides a detailed overview of our products/services, including features, pricing, and other relevant information. We hope that this material will be helpful to you as you consider your options. If you have any further questions or would like to discuss your specific needs in more detail, please do not hesitate to contact us. We are always available to provide you with the information and assistance you need. Thank you again for your interest in our products/services. We look forward to the opportunity to work with you and meet your needs. Best regards, [Your Name] 49 English Proficiency Self-Assessment Questions 4. Inbound email is consent-based and only targets people who have agreed to receive marketing communication. A. True B. False 5. Which one of the following emails targets a wider audience who are not there on the list? A. Inbound B. Outbound C. Enquiry D. None 6. Which of the following email is used to show that you are constantly growing and announce a new feature to pique interest? A. Product update email B. Survey email C. Welcome email D. None English Proficiency 50 Summary The set of skills used to enterprise, adapt, and communicate are called Employability skills. Persuasive and Negotiation skills are the most sought employability skills for good marketing. The guiding principles of Persuading include focusing on the other party’s needs, arguing the case with logic, using positive rather than negative language, subtly complimenting the other party, and mirroring the other person’s mannerisms. Resolving differences through negotiation is either by negotiating to win or negotiating jointly. Negotiating jointly is the most preferred way. The art of persuasion in negotiation requires basic skills, intermediate skills, and high-level skills. Robert Cialdini’s six laws of influence are the Law of Scarcity, the law of reciprocity, the law of authority, the law of liking, the law of social proof, and the law of commitment and consistency. Email marketing is a form of direct marketing that uses email to connect to the customer base. The types of emails are Inbound, Outbound and Enquiry emails. Inbound email marketing is a type of marketing that sends marketing emails to existing subscribers. The types of Inbound email marketing are welcome, onboarding, Email newsletter, Promotional emails, survey emails, and product update emails. Outbound emails are the type of emails that target unknown users who are not on the list. Business enquiries emails are a type of email used to seek information about any specific product. The five sections that comprise the enquiry email are subject, opening, Body, closing, and signature. 51 English Proficiency Terminal Questions 1. Explain the types of emails and their importance in marketing. 2. Define and explain the types of Inbound emails. 3. Elaborate on the business enquiry email. 4. Design a survey email by taking any example of your choice. 5. Design business enquiry email to seek information about any specific product. English Proficiency 52 Answer Keys Self-Assessment Questions Question No. Answers 1 C 2 A 3 D 4 A 5 B 6 A 53 English Proficiency Activity Activity Type: Offline Duration: 30 Minutes Email marketing is the most sought-after method to reach an audience. Try to write a business enquiry mail that enquires for the quality of the product and other fine details. Glossary Enquiry email: An email that asks for information about a service or product. Inbound email: An email that targets the known audience for promotional acts. Influencing: The process that encompasses both persuasion and negotiation skills. Negotiation: The act of discussion that leads to mutual agreement. Outbound email: An email that targets an unknown audience for promotional acts. Persuasion: An act of convincing others to take appropriate action. Bibliography External References Whitby, N. (2019). Business Benchmark Pre-intermediate to Intermediate (2nd ed). Cambridge, England: Cambridge University Press. Whitby, N. (2019). Business Benchmark Upper Intermediate (2nd ed). Cambridge, England: Cambridge University Press. English Proficiency 54 e-References Effective Inquiry Email Writing: https://blog.ejoy-english.com/inquiry-email- writing-get-info-needed/ Email Marketing: https://mailchimp.com/marketing-glossary/email-marketing/ Types of Email Marketing: https://mailtrap.io/blog/types-of-email- marketing/#Cold-emails Sample Emails to Respond to Customer Enquiry: https://www.woculus.com/ seven-sample-emails-respond-customer-enquiry/ 55 English Proficiency Video Links Topic Link Email Marketing https://www.youtube.com/watch?v=2yX3Fh7j7is Persuasion and Negotiation https://www.youtube.com/watch?v=8E1eV7dMLe4 Image Credits Fig. 1: Self-made Fig. 2: Self-made Fig. 3: https://www.businessinsider.com/david-beckham-incredible-brand- 2017-2?IR=T Fig. 4: https://mailtrap.io/blog/types-of-email-marketing/#Cold-emails Fig. 5: Self-made Fig. 6: Self-made Fig. 7: Self-made Fig. 8: Self-made Fig. 9: Self-made Keywords Promotional Listening Skills Assertiveness Scarcity Reciprocity Consistency Onboarding Survey English Proficiency 56 ENGLISH PROFICIENCY Module 2 Business English for Entrepreneurship 57 English Proficiency Module Description In previous times, when the work environment was confined to limited space and little exposure to the outside world, Entrepreneurial success was determined based on the mastery gained over hard skills alone. In the present times, where globalisation opened new markets, the determinants of Entrepreneurial success leaned more towards soft skills, emphasising the demand and importance of the acquisition of such skills. Hard skills like accounting, marketing and financial planning are critical for running and managing a business and soft skills like communication, problem-solving and decision-making help you scale up your business. Mastery of entrepreneurial skills requires practice and a dedicated learning plan. These entrepreneurial skills are vital for promoting innovation, business growth and competitiveness. Developing these skills means developing many skills together. For example, to be a successful entrepreneur, you may need to develop your risk-taking skills and sharpen your business management skills. The exhibition of soft skills in the native language requires less practice and comes naturally but their exhibition in the English language demands rigorous practice and application being non- native English speakers. We cannot deny the importance of Business English and its application in several Business travels, and conferences. Hence, learning English phrases that are applicable to different kinds of situations makes the conversation more engaging and professional. It’s the development of these skills that not only contribute to personal and professional progress but in terms of increasing ROI (return on investment) and gain the edge over the competitors. In this module, we try to focus on how Business English is helpful in enhancing entrepreneurial skills through reading, learning and other strategies that contribute to effective time management, leadership, and problem-solving. Hence, the module attempts to introduce the usage of Business English in business travel, conferences, and meetings. Unit 2.1 Entrepreneurship Unit 2.2 Conversation in Business English English Proficiency 58 ENGLISH PROFICIENCY Module 2 Unit 1 Entrepreneurship 59 English Proficiency Unit Table of Contents Unit 1.2 English Proficiency in Advertising and Marketing Aim______________________________________________________ 60 Instructional Objectives______________________________________ 60 Learning Outcomes_________________________________________ 60 2.1.1 Becoming an Entrepreneur_______________________________ 61 Self-Assessment Questions_____________________________ 68 2.1.2 Business Franchising___________________________________ 69 2.1.2.1 Buying a franchise and franchising start-up___________ 69 Self-Assessment Questions_____________________________ 72 2.1.3 Presenting Business Ideas, Signalling Parts of a Presentation___ 73 2.1.3.1 Presenting business ideas________________________ 73 2.1.3.2 Signalling parts of a presentation__________________ 75 Self-Assessment Questions_____________________________ 79 Summary_________________________________________________ 80 Terminal Questions_________________________________________ 81 Answer Keys______________________________________________ 82 Activity___________________________________________________ 83 Glossary__________________________________________________ 83 Bibliography_______________________________________________ 83 e-References______________________________________________ 84 Video Links________________________________________________ 85 Image Credits______________________________________________ 85 Keywords_________________________________________________ 85 English Proficiency 60 Aim To make the learners realise the significance and application of English language skills in entrepreneurship. Instructional Objectives This unit intends to: List the different entrepreneurial skills and discuss the importance of Business English in developing those skills Explain the concept of Franchising Identify the relevance of English in Presentations Learning Outcomes At the end of this unit, you are expected to: Detail the importance of Business English in developing entrepreneurial skills Summarise the concept of Franchising Acquire and apply the learned importance of English in business presenta- tions 61 English Proficiency Introduction Entrepreneurship (En tre pre nEUR ship) is the making of a new business. A new business can be a start-up, a business that did not exist before, or buying and changing an existing business. An entrepreneur is a person who takes an idea and turns it into a successful new business. Becoming an entrepreneur is about learning to recognise the knowledge and the business you need to acquire for the growth of the company. 2.1.1 Becoming an Entrepreneur To be an entrepreneur, developing a holistic mindset embodies the several skills required to start and make the business walk on the growth trajectory. Be it a new business idea or already part of a motivated team looking for a new opportunity, the following seven steps to becoming an entrepreneur can be considered: Build your skill set and knowledge base Build your network State your idea, claim your niche Find and interpret a market Design your business and idea Secure finding Build your business Entrepreneur skills To become a successful entrepreneur, the acquisition of different soft skills like time management, the right decision-making, leadership, creative thinking, and problem-solving are vital for promoting innovation, business growth and competitiveness. Examples of entrepreneur skills Business management skills Communication and active listening skills Risk-taking skills Critical thinking skills Problem-solving skills Creative thinking skills Customer service skills Financial skills Leadership skills Time management and organisational skills Technical skills English Proficiency 62 In this unit, we will focus on entrepreneurial skills where the use of Business English has a greater say in business growth. To be strong in the above entrepreneurial skills, learning and interpreting the English language in different ways helps to utilise the skills more proficiently, increasing the customer base and creating a good market for the product or service. Reading strategy Reading is scientifically proven to develop cognitive skills and stimulate areas of the brain linked to memory and develops literacy and verbal intelligence. The reading strategies will help you manage time effectively which is part of Time management and Organisational skills. By practising the following four steps in reading strategy, the development of comprehensive ability is easier. 1) Preview the text: Previewing is looking at and reading, parts of an article first, to get a general interpretation of the content and organisation of the article before you read it carefully. To preview, look at the title, and subtitles, these are the smaller titles. under the main title and sometimes before different sections of the reading. Pictures and captions, the descriptions under each of the pictures. Titles, subtitles, pictures, and captions often include words and ideas that are important to the main point or argument. Look at information about the author and when or where the text was written. This kind of information can help you interpret more about the author’s connection to the topic and how long the article was published. Finally, think about what you already know about the topic. This helps you to recall vocabulary that you might see as you read, so you will be prepared for it. Make a prediction about what you think the article will be about. 2) Read through the article quickly and without stopping and summarise the reading in one sentence. 3) Read the article again and more closely and make notes about what you do and do not interpret. After you finish reading, ask yourself the following questions to help you remember what you read: how does the reading connect to your own life, ideas, or experience with business and entrepreneurship?Argue your case with logic: Make sure that your ideas and competitors’ ones are well-researched to avoid any disagreement so that your claims are well received. 63 English Proficiency Belief in the argument: Avoid using hesitant language such as “Isn’t it”, “you notice”, “um mm”, “I mean”, etc., to lessen the chances of believing your argument. Use positive rather than negative language: Emphasise more positive language like “That’s true, however…”, and “That’s an excellent idea, but if we look more deeply...” instead of negative tone like “You’re wrong about this”. Finely compliment the other party: For example, “I really appreciate your hard work and dedication to meet the demands”. Such compliments act in building a cordial bond and will be more open to your proposals. Mirroring the other person’s mannerisms: According to a study conducted at INSEAD Business School, mirroring acted as a potential weapon in increasing sales. It reveals that those who practised it achieved 67% sales compared to 12% who did not. People you mirror subconsciously feel more empathy with you. However, it is important that it is done in a very subtle manner so that it goes unnoticed. You need to leave a delay of between two and four seconds before the mirroring action. Try to remember the names of everyone you meet: It shows that you are treating them as individuals. Negotiating Negotiation involves the process of resolving differences between people by considering their opinions along with individual needs, aims, interests and differences in background and culture. The diverse ways we may negotiate include the ‘Win-Lose’ approach, also known as bargaining or haggling, and the ‘Win-Win’ approach to negotiation, which is preferable when you want to build a meaningful and strong interpersonal relationship. Negotiating to win Negotiating jointly Negotiating to win This involves pursuing your own interests to the exclusion of others: I win: You lose! Persuading someone to do what you want them to do and ignoring their interests. While this kind of negotiation brings short-term gains but will give long-term resentment that may cause disruptions in the future if supposed to work with the same party. Negotiating jointly This involves reaching a mutually satisfactory agreement where all the party’s needs are met: To build mutual trust, the parties must work on the elements of honesty and integrity. To suit everyone’s interests, both sides work together and try to look from the other’s perspectives to arrive at a compromising solution. English Proficiency 64 Assertiveness is the best way to deal with rather than being passive or aggressive. A Strategy for successful negotiations Assessing the logic of the party’s reasoning can be achieved through careful listening. The questions of how, why, where, when and what help to clarify issues that you are not clear about. Identify the key issues that concern both sides. Identify any personal agendas. Question generalisations and challenge assumptions. Identify areas of common ground. Observe if any outside forces affecting the problem. Remain calm in any kind of situation, always use assertive behaviour rather than aggressive behaviour to diffuse the tensions. Remember, ‘NO’ is a small word with big power. Emphasise equally both verbal and non-verbal persuasion skills. An open, encouraging body language such as mirroring is preferable and not defensive or closed. Compromise is an important parameter to be used when required and always maintain a clear distinction between the needs (important points on which you can’t compromise) and interests (where you can concede ground). Agreed deadline for resolution is to be made. Decide on a course of action and come to an agreement. The final agreement needs to be summarised and written down at the conclusion of the negotiations. In case of failure of reaching an agreement, make sure to plan for alternative outcomes. Examples of statements that might be used by a good negotiator. 1) “You’ve expressed your points very clearly and I can now appreciate your position. However,...” 2) “It is clear that you are very concerned about this issue, as I am myself. Yet, from my viewpoint…” 65 English Proficiency Example: Fig. 1: Reading strategy example Entrepreneurship seen as Solution to South Africa’s Unemployment Crisis JOHANNESBURG, South Africa — Many people in South Africa do not have jobs. It is one of the biggest problems facing the country’s young adults. To make money, many young people are starting their own businesses. But it’s not easy for everyone. South Africa ended Apartheid in 1994. The apartheid system kept blacks and other non-whites separate from whites. The government set a goal to create new jobs and have a strong economy after apartheid ended. However, since then, new jobs have not developed. 25.2 per cent of South Africans are unemployed. The number is up 1.1 per cent from last year. There are now more than 5 million people without jobs. Some people have stopped looking for work. If they are included, unemployment rises to around 35 per cent. “I Can’t-Wait” Sibusiso Ngcobr has grown impatient. The 24-year-old says he cannot wait for the government to make a job for him. “It is hard to find a job. You cannot sit because your brains would blast out of your mind, you cannot sit and do nothing.” He adds, “I can’t wait. I must eat, I have brothers to support, I have a family to feed.” English Proficiency 66 He is finding ways to create his own opportunities. Many other South Africans are doing the same. Ngcobr started his own company last year. He is selling goods in Johannesburg. Ngcobr says that the government tries to help small-business owners. However, all the rules make it complicated. Ngcobr says, “Coming from a previously disadvantaged background, you don’t have security, your house is just a small house, then you go to the bank, you have a great brilliant idea.” However, he says that the banks need something from the borrower to secure the loan in case it cannot be paid back. That something can be a piece of property, like a house. So, a poor person like Ngcobr with no property must start from nothing. The Waterless Shower Ludwick Marishane also started from nothing. His first business began when he was a teenager. He lived in a poor area in the north of South Africa. Some of Marishane’s ideas failed. Then, he had an idea while lying in the sun. His friend did not want to take a bath and wondered why no one had invented a way to avoid showering. A few years later, Marishane created the Dry Bath Gel. The waterless shower product saves time. It also helps those who do not have water. Marishane wrote a business plan in his last year of high school. “I would have to use the local computer café,” he says. It cost about $2 an hour to use the Internet. Marishane says, “My allowance was $5, that was my pocket money and lunch money.” He sent the plan to 80 possible investors. However, Marishane says none were willing to take a risk. He was a young inventor with a product that they thought would mostly help the poor. Marishane says, “I looked at various sources. The different banking loans and the different development loans that government had made available in South Africa.” He says that it was hard to get a loan. Marishane also says, “At the same time, my business, wasn’t a bankable idea.” So, he entered his product into competitions. Marishane slowly gained money to develop his business. Education is key Today, his company claims to have provided almost 446,000 products. The company says that it has saved over 35.6 million litres (9 million gallons) of water. That savings is important because South Africa has a water crisis. Marishane says education is one of the biggest advantages of starting a business. Jason Basel of Acro Organisation agrees. His company helps young people start businesses. Basel says, “Entrepreneurship and education, that is how you solve unemployment. Full stop, there are no 67 English Proficiency two ways about it.” Many of South Africa’s youth dream of starting businesses. There is no lack of talent. What the country needs are services to help make those dreams come true. Reading cultivates the theory of mind The ability to detect and interpret other people’s emotions is known as the theory of mind or interpreting that others have beliefs and intentions that are different from yours. Entrepreneurs can benefit from this skill when planning their business strategies, considering the psychology, needs, and desires of their target audience for driving profitable customer actions. This is part of customer service skills and creative thinking skills. DID The study results published in Science a couple of years ago show that YOU reading can improve people’s ability to interpret others’ mental states, a KNOW crucial skill for entrepreneurs in navigating social relationships. English Proficiency 68 Self-Assessment Questions 1. How many people did Ludwick Marishane contact with the idea for his waterless shower? A. 20 B. 80 C. 50 D. 4,45,590 2. When this article was published, unemployment in South Africa was 25.2%. What was it in the previous year? A. 20.5% B. 24.1% C. 25.2% D. 35.1% 3. According to Jason Basel, what is the key

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