Additional material

Lesson 3.4 5B Lesson 5.4 5A

Briefing – Sam Birreg
You feel the Next Gen project, in general, is going well,
but recent illnesses among your team mean you are
behind with some customer research, and this threatens
your meeting an important project milestone in five
weeks’ time – a presentation to the board.
You would like Pierre to work full-time on the project
for the next five weeks because he has the expertise and
drive to help the project catch up, analyse the research
and present solid findings to the board.
You want to negotiate a positive solution with Jean
because it is important for you to have a strong
relationship with the Sales team after the project. You
feel you need to better understand:
• which tasks Jean has in the coming weeks that might
require Pierre’s time
• how possible it is to have Pierre on the project full-
time for the next five weeks
• other team members who are available, and who can
deliver the same quality as Pierre.
You are aware that your project probably has priority
over Jean’s needs in the eyes of the CEO. You received
this feedback after a recent email to Jean about the
project which was copied to the CEO. You would prefer
not to see such an escalation of the situation, but it is
an option.
Plan your strategy for the negotiation using the
questioning strategies in this lesson to create a
positive process and outcome.
Student A – Buyer profile
You work for Park Lane Trends as Buying Manager, Europe.
Park Lane Trends is an upmarket British fashion retailer. As
the Buying Manager for menswear, you have established
contact with Stylo, an Italian-based clothing designer and
manufacturer. You were very impressed with their new
‘Milano’ collection of exclusive shirts at last month’s fair in
Rome. You have been quoted a unit price of €45, including the
cost of shipping and insurance, and you want to place an order
for 10,000 from the collection.
It is now the end of October and you need the shirts quickly in
order to get the collection onto your London shelves in time
for Christmas. The third week in November is ideal for launch.
You know that your target customer loves bright colours and
modern designs, and they expect to be able to choose from a
wide range of pattern types.
Your objective is to conclude a satisfactory deal for the
specified quantity of 10,000. Use the comments below from
your Managing Director to decide what you want to achieve in
the negotiation in each of the four areas. Remember, you want
to achieve the best result but also build trust and a long-term
relationship, so make sure you use some of the trust strategies
from this lesson as you negotiate.
Negotiation areas Comments
Delivery:
Before Nov 30 = Ideal outcome
Nov 30–Dec 6 = Acceptable
Dec 7–13 = Not ideal

Later than Dec 13 = Need to avoid

Number of patterns:
Lesson 3.3 3A
> 20 = Excellent result
Student A
16–20 = Good result
Tell your partner about the facts and data you have gathered
for your article. Politely challenge any information as part of 11–15 = Fine
the fact-checking process. Respond to any challenges from
your partner.
5–10 = Will cause problems

<5 = Avoid at all cost

• £69 billion is owed on credit cards in the UK. This figure
Number of colours:
was issued by the Bank of England in October last year.
• You have seen the figure that the ‘average household’ in 16–20 = Nice to have but not essential
the UK has £2,688 of credit card debt. It isn’t logical to
present debt in this way because there’s no such thing as
11–15 = Good
an average household. 9–10 = Just about acceptable
• Check your colleague has the full names and job titles of 5–8 = Could live with this in first contract
anyone he/she has interviewed.
• You have read that polls often show that money is the <5 = No
main source of worry for people. Discount:
• You interviewed Frank Turner, a financial psychologist.
He is part counsellor, part financial planner. He thinks > 30% = Don’t push too hard for this
half the population needs financial therapy. 24–30% = Try to get this
• Check the source of any surveys your partner mentions.
Ask who commissioned the survey, how the survey
15–23% = Probably best result we can achieve
was conducted and find out if the sample size was big 10–14% = OK
enough to be representative.
< 10% = A little low

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 5 Customer engagement Photocopiables

5.2 Grammar
1 Work in pairs and decide who is ‘X’ and who is ‘O’.
• Take turns to roll the dice and choose a square which corresponds to the number on the
dice (see the bottom of the page).
• Change the sentence using a participle clause, then complete it.
• If you are correct, put your X or O in the square.
• Continue the game until one of you has ‘won’ four squares in a row. If you roll a 6, you can
choose any sentence which is still free.

1 When you eat 2 We called 3 If you handle the 4 The product was 5 It hadn’t
these foods the customer device carefully, promoted last been used
every day, … support line and it … week because of properly and it
were told … low sales figures, unfortunately …
and now …

6 As we had 7 If you work 8 Because they 9 The new tariffs 10 They introduced
researched many hours, you spoke politely to took effect their new
the effects should … customers, yesterday with product last
thoroughly, we … they … the result that … week and
began …

11 Our company 12 After they tested 13 The man who 14 The tactic which 15 If you follow
is known the product, works at the was tried out the instructions
everywhere and they began … shop, … last week, … correctly, the
we … product …

16 I wrote an email 17 If you read the 18 The report 19 It hadn’t been 20 As they had
but was told I information was rewritten updated in years, travelled all day,
should … carefully, you … because of the and it now … they …
errors, and
now …

21 If you start at a 22 Because they 23 Sales decreased 24 The shop 25 We have an

new company, told the client with the result repositioned international
you should … what they that … many items and reputation
thought, they … started to … and …

26 After they 27 When you are a 28 They created 29 As he needed to 30 If you do a good
created the loyal customer, new displays in retrain for a new job, you
market for the you … the shop and job, he … should …
product, they … then invited …

= 2 8 13 = 1 6 9 16 = 4 12 15 = 5 10 14 = 3 7 11
19 22 29 24 28 20 25 30 17 23 27 18 21 26

2 When you finish the activity, convert any sentences which have not yet been
picked into participle clauses and complete them.

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 BUSINESS
WORKSHOP 5 The art of persuasion

Lesson outcome Learners can put together a course on persuasion including the elements
needed to learn this skill.

Background 1 Read the background and answer the questions with a partner.
1 What have HR directors been saying about graduates worldwide?
2 How are soft skills defined?
3 What do hard skills help students to do?
4 Why was the university reluctant to add the topic of persuasion to its curriculum?
5 How do HR directors see persuasion?

BACKGROUND
A university is updating its MBA programme. As part of this, the university is
gathering ideas from HR departments around the world. Many HR directors have
stressed the fact that recent graduates are well-grounded in business theory but are
not as skilled at communication in the workplace. The university is coming to the
realisation that it needs to offer more soft skills, to help people communicate with
each other more effectively, in addition to the so-called hard skills dealing with how
to run a business.
These soft skills have been under discussion for the last few years. Although the skill
of persuasion was recently brought up in a consultation with HR professionals, a
number of university staff had concerns about including it on the MBA, due to its
negative image as a form of manipulation. HR directors, however, explained that it
is important for students to be able to understand others’ points of view and to
connect with them in order to get their messages across clearly. The university has
decided to look into information provided by experts on the topic of persuasion
and come up with some suggestions for including it as a programme module.

Listening to 2A Work in pairs and discuss the questions.

different views 1 How would you define soft skills?
2 Apart from persuasion, what soft skills are needed in today’s workplace?

Professor Karen B BW 5.01 Listen to a meeting between a university professor and two HR
Johnston directors. Were the soft skills you discussed mentioned? What does each of
the skills mentioned involve?

3 Listen again and answer the questions.

1 What strengths and weaknesses are mentioned at the start of the discussion about
the MBA programme at Karen’s university?
2 What reasons does Magda give for her company training employees in soft skills?
Werner
Sommer 3 What are Magda’s and Werner’s sources regarding the skills that need to be taught?
4 What reason does Werner give for people not being happy about learning the skill
of persuasion?
5 What skills do the speakers agree could be combined with teaching the art
of persuasion?

4 What is your opinion of what the HR directors said? What additional information
Magda might the business school team need to help them develop a course on
Kowalska
persuasion, and where could they find it?

5 BW 5.02 Professor Johnston discusses necessary skills with Joelle Dubois,

team leader at a marketing firm, Lucio Ricci, project manager at an engineering
Teacher’s resources:
T extra activities
company and Noah Klein, shop manager at a large retail chain. Listen and make
notes about what the speakers feel should be included in the course.

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 Business workshop 5

Analysing 6 The business school team followed up with an extensive needs analysis of
alumni needs alumni working in different companies. They were all asked which skills they
needed to be persuasive and to rank their importance from 1–10. Match the
short statements (A–C) from three of the alumni with the bar charts and discuss
why you think these are the important skills in their jobs.

Alumnus 1 (sales) Text Alumnus 2 (finance) Text Alumnus 3 (manufacturing) Text

10 10 10
9 9 9
8 8 8
7 7 7
6 6 6
5 5 5
4 4 4
3 3 3
2 2 2
1 1 1
0 0 0
rapport communication perspective-taking goal-setting empathy integrity
small talk mutual benefits adaptability critical thinking critical thinking teamwork
clarification teamwork compromise active listening flexibility clarification and
and summary summary

A I have found that it is really important to
be able to adapt to many different situations
and listen carefully to my clients, as they come
from different sectors. The hard part of my job
is to imagine things from their point of view,
but it is necessary in order to do my job well.
I wish I had learnt that at university as it is
quite difficult for me. Although I can’t
compromise on certain things, I do try when
possible. It is necessary to think about things
logically, and I also need to set targets every
month. When I am able to do all these things,
I can usually persuade clients to choose the
best solution for them and for us, which is
what makes my job enjoyable.
B We work to tight deadlines, but
sometimes I have to be flexible and
understand when a supplier can’t deliver
on time. We do need to make sure that
everything works properly, and although
change can take place at any time, I still need
to think analytically about everything I do.
People need to trust me, and feel that honesty
is important to me. I like to make my clients
feel like we are all part of the same team.
We also need to follow up with written
documents explaining and summarising
exactly what we have done, a skill I have had
to teach myself as I never had this in class.
But it is necessary so that the client is clear
on what they agreed on.
C As the main goal of my job is to persuade
others to take action, I need to set up a
situation where people are comfortable
talking to me. I find that a bit of socialising at
the beginning is really important and leads to
a better understanding of each other. It is also
necessary to point out what the other person
is getting from the deal, as well as what I am
getting from it. We should feel that we are in
this together. It would have been very helpful
at university to learn how to find these
common goals, but I am getting better all the
time at being able to do this. When we finish,
I need to go over the details again and make
sure that everything was understood. That’s
when I know that we really have a deal.

TASK
7A Work in small groups. You have been asked to propose a new course on teaching
Create
persuasive skills for your company/university. Using the information from
a course
the discussions with the HR directors and the employees in companies,
and the information from alumni, discuss how the course should work.

First decide: Then decide:

• the elements to include
and the order to teach
them in
• the goal of the course and
its expected outcome
• how to handle assessment
• the length of the course
• the format of the course
(intensive, once a week,
blended learning, etc.)
• the maximum number of
participants

B Work with another group and compare your ideas.

As a group agree on your choices for the course.
C Create a detailed course outline, describing how
the course will work and what will be taught.
D Present your course outline to the class. The class
should decide which of these is most feasible and
will bring the best results for students.

• How successfully have you achieved the lesson outcome? Give yourself a score
from 0 (I need more practice) to 5 (I know this well).
Self-assessment • Go to My Self-assessment in MyEnglishLab to reflect on what you have learnt.
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 Reading bank

Unit 5
1 Read the article about food quickly and find what the numbers refer to.
1 500,000 6 380 million
2 20 7 2011
3 7 8 150 million
4 10 9 223
5 more than 50 years ago 10 459

2 Read the article again and match the sections (A–F) with the statements (1–6).
1 There is a lack of clarity regarding what is permitted in innovative food production.
2 The world will be affected by how China plans to feed its population in the future.
3 A Chinese venture capital firm has invested in a company that uses tiny six-legged creatures to make food.
4 The USA is ahead of Asia in the production of new and revolutionary foods.
5 People are less likely to buy insect-based food if they can taste and see the insects.
6 There hasn’t been any significant progress in food production since people began farming on a large scale in the 1960s.

3 Choose the best meaning (a or b) for the phrases in bold according to the text.
1 Venture capitalists are involved in …
a investing money in new businesses. b investing money in well-established companies.
2 An accelerator is a group or company that …
a invests in start-ups and helps them to grow. b focuses on encouraging disruptive innovation.
3 If you have a minority stake in a company, it means …
a your own most of the shares. b you own less than half the shares.
4 Seed funding involves …
a investing in the food and agriculture business in b investing in a company at the initial stages of its development
exchange for shares in the business. in exchange for shares in the business.
5 A sovereign wealth fund is …
a owned by the state. b owned by a group of individuals.
6 If a company makes an overseas foray, it means it …
a has decided to suspend all international business b is becoming involved in business in another country.

4 What is the missing word in these phrases? Which item could make you sick if you ate it?
sustainable
technology sector
safety issues
contaminants
security
related start-ups
lab-grown

5 Find the words in the box in the text. Then answer the questions.

alternative meat arable land beverage chemical fertiliser condiments dietary requirements
insect-based snacks lab-grown meat pesticide plant-based burger patties

1 What can be eaten by vegetarians? and

2 What are used to give flavour to food and make it tastier?
3 What do famers use to stop their crops being destroyed by certain insects and vermin?
4 What is added to the soil to make crops grow stronger?
5 What are needs connected to food and drink?
6 What do you call places that are suitable for growing crops for food?
7 What is another word for a drink?
8 What do you call small meals made from tiny creatures with six legs and a body divided in three parts?
9 What do you call meat produced from animal cells by scientists in a laboratory?

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Asian investors begin to bet on bugs as the future of food
Ventures back silkworms and crickets in the race to meet region’s dietary needs
A TOKYO – An emerging group of Asian venture
capitalists are exploring whether insects and lab-
grown meat can help meet Asia’s growing appetite
for food.
5 For Shanghai-based accelerator Bits x Bites,
the search for sustainable food has extended to
silkworms. Last year, the company invested in
Bugsolutely, a local start-up that is developing insect-
based snacks.
10 Silkworms are grown to spin silk, with the worms
usually disposed of when they are done producing.
Bugsolutely, which made its name selling cricket-
based pasta, noted that the waste was rich in protein,
vitamins and minerals. This prompted the company
15 to infuse snacks with silkworm powder in popular
flavours like salt and vinegar.
B ‘After a lot of consumer research, we started to
learn that the younger generation doesn’t want to
see whole insect pieces,’ said Matilda Ho, managing
20 director of Bits x Bites, in a recent interview in Tokyo.
‘Also, since no one can taste the insect flavour ... it’s
easy for people to adapt to the new concept. We are
excited about how this product can bring traction to
the market.’
25 Bits x Bites was launched in 2016 as China’s
first accelerator specialising in the food technology
sector. Backed by local condiments company Shinho,
it normally provides no more than $500,000 in
seed funding to promising ventures in exchange
30 for minority stakes. It also supports their growth
through mentorship programs and connecting them
to potential investors.
C As Asia’s population expands, so will the
challenges in meeting its dietary requirements.
35 China has already overtaken the USA in the number
of obese people, according to a 2016 study by
The Lancet medical journal. The country has also
been plagued with numerous food safety issues.
‘China represents 20 percent of the world
40 population but less than 7 percent of its land is
arable,’ said Ho. ‘How we feed the population for the
next decade will have global implications.’
Snacks made from insects are only part of the
equation. Bits x Bites has invested in ten start-ups
45 ranging from Alesca Life, which sells mini farms that
fit in shipping containers, to Inspecto, a developer of
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Reading bank
portable devices that detect pesticides and other food
contaminants. They are all tackling an industry that
observers say has been slow to embrace cutting-edge
50 technology.
D ‘More than half a century ago, the “green
revolution” solved the food security issue with
chemical fertilisers and pesticides that enabled mass
production,’ said Satoshi Koike, President of Tokyo-
55 based farming technology start-up Vegetalia. ‘Since
then, there has been no innovation in the way we
produce food.’
Food-related start-ups have taken off in the
USA, where preference for organic food has spread.
60 California-based Impossible Foods, which sells
plant-based burger patties that taste like real
meat, has raised more than $380 million since its
establishment in 2011. Tyson Foods, the largest meat
packer in the USA, set up a $150 million venture arm
65 in 2016 to invest in start-ups that develop alternative
meat.
E The number of investors worldwide backing food
and beverage start-ups doubled from 223 in 2015 to
459 in 2017, according to CB Insights. While some
70 prominent Asian investors like Singapore sovereign
wealth fund Temasek Holdings and Li Ka-shing, one
of China’s richest men, have invested in Impossible
Foods, the region lags behind the USA, where large
food companies have begun actively pursuing the
75 latest innovations.
It remains uncertain whether the funds can create
homegrown champions that can compete against
well-funded U.S. rivals, many of which are eyeing
Asian markets. Impossible Foods recently entered
80 Hong Kong by tying up with local restaurants,
marking its first overseas foray outside the USA.
F Regulation is another obstacle. Insects, for
example, are generally not approved for consumption
in most Asian markets, and regulations concerning
85 lab-grown food are even less clear. Even the U.S.
Food and Drug Administration recently announced
that it will hold a meeting in July to share ‘initial
thinking’ about how it will regulate food made from
harvesting animal cells.
90 ‘I don’t think we will be able to see everyone
starting to eat organic in the next decade,’ concedes
Ho. ‘It’s going to be a long-term game.’
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