Tutorial: How To Sell Your Ideas To Others（如何向他人推销你的想法）在线视频

 How to sell your ideas to others

如何向他人推销你的想法

Welcome back to the second part of the tutorial, how to sell your ideas to others.

欢迎回到导修课程的第二部分：如何向他人推销你的想法。

In this tutorial, I will bring you back to the reality. No matter how creative your idea is, more often than not, you need to obtain other people's cooperation, approval or authority before you put it into action.

在这次导修课中，我将带你回到现实。无论你的想法多么富有创意，在付诸行动之前，你通常需要获得其他人的合作、批准或者授权。

With routine problems, where there is common understanding of what is involved, this is straightforward. It simply involves notifying the relevant people of your idea and how it will affect them.

对于常规问题，如果大家对所涉及的内容有着共同的理解，这便简单明了。这种情况只涉及告知相关人员你的想法是什么，以及将会对他们有什么影响。

However, with complex problems, and where major change is required, you should plan how to get your idea across to others effectively. 

然而，对于需要进行重大改革的复杂问题，你应该要计划怎样才能有效地将你的想法传达给他人。

It is important though that you understand the reasons why people may oppose and possibly reject your idea, and prepare your chain of thought which optimizes the chances of your idea being accepted in your presentation.

了解人们反对或拒绝你的原因，并且做好回应的思维链，以提升你的想法在汇报中被接受的机会，这是很重要的。

It can be frustrating. You have to consult other people before you can put a seemingly reasonable and creative idea into action. In some situations, this is justifiable, for example, the nature of the other’s work will be affected. On other occasions, it is in your own interests to consult others.

能令人感到沮丧的是，你必须先咨询其他人，然后才能将看似合理和有创意的想法付诸行动。有些情况下，这个程序是合理的，如他人的工作性质受到影响时。而在其他情况下，咨询他人实际上是在保障自己的利益。

Unless you get the agreement of those who have the authority to sanction your idea, you may not be able to proceed further, not to mention that without the commitment of those involved in the implementation, it will unlikely be entirely successful.

除非能够得到审批者对你的想法的认同，否则你便不能继续向前推进，更不用说参与实施者不认可你的想法，它便不可能完全成功。

There are many reasons why people may oppose a solution. Not all of these are related directly to the ideas and actions concerned. They include:

人们反对方案的理由有很多，并非所有理由都与你的想法和行动直接相关。这些理由包括：

(1)         A poor solution.Any solution which does not deal with the problem effectively, is not practical, or does not take into consideration all the relevant factors, are likely be opposed.

一个糟糕的方案-任何不能有效地解决问题的、不切实际的或者没有考虑到所有相关因素的方案，都可能会遭到反对。

(2)         Nature of the problem. When a problem is having serious consequences, people will scrutinize it more closely.  Similarly, if the people involved have a good knowledge of the problem or some aspects of the solution, it also will receive close scrutiny. Under these circumstances, any aspects of your idea which do not conform to their expectations may be opposed simply because of differences of opinion.

问题的性质-当一个问题产生严重后果时，人们会更仔细地审查它。同样地，如果参与人员对问题或方案的某些方面有透彻的了解，那么它也将受到严密审查。在这种情况下，你的想法中不符合他们所期望的任一方面都可能遭到反对，这可能仅仅是因为意见分歧。

(3)  Lack of interest in the problem can create opposition when people feel that you are wasting their time by involving them. Lack of knowledge of the problem area can also create opposition if you do not give people sufficient information for them to understand your reasons for choosing a particular solution.

当参与者感到在浪费他们的时间，对问题毫无兴趣便会产生反对意见。如果你没有提供足够的信息让人们了解你选择这项特定方案的原因，缺少与问题相关的知识也会造成他人反对。

(4)  Individual needs and expectations- These can colour people's perception and reactions to your proposed solution. For example, an individual who has a strong need to feel independent may oppose any solution which increases collective responsibility or encourages group working. Expectations of the outcome of a solution can also create opposition too.

个人的需要和期望- 这些因素会影响人们对你所提出的方案的感觉和反应。例如，一个对独立有着强烈需求的人可能会反对任何增加集体责任或鼓励小组工作的方案。对方案结果的预期也可能产生反对的意见。

(5)  Resistance to change. Some institutions and people are strongly resistant to change, for example, healthcare service and its professionals. In these situations, a solution which involves considerable change in the status quo and resources may meet strong opposition, even when it is good and presented well.

反对变革。一些机构和个人强烈反对变革，例如医疗保健服务及其专业人士。在这些情况下，一个涉及现状和资源重大变化的方案可能遭到强烈反对，尽管这个方案很好并且汇报的很好。

(6)  Mistrust of the solution. Many people have an in-built suspicion of ideas which are highly innovative, or yield high rewards by a simple rule of thumb. It is 'too good to be true'.

对方案不信任。根据简单的经验法则，很多人对极具创新或高回报的想法常持怀疑态度，认为是“好的令人难以置信”。

(7)  Poor presentation. You can create opposition by not presenting your idea effectively, for example, if you do not identify the benefits sufficiently to outweigh the disadvantages, or not communicating it effectively so that people either misunderstand or are unable to evaluate the solution.

汇报欠佳。不能有效地汇报你的想法会造成他人反对。例如，如果你没有充分确认方案的优势大于劣势，或者未能有效地沟通，便会令人们对方案产生误解或不能评估方案。

(8)  Poor timing. However sound the idea, an ill-timed solution can meet with opposition, e.g. proposing a robotic solution which may lead to termination of some employee’s contracts in the middle of economic downturn in the society.

时机不当。无论想法听起来如何，方案不合时宜也会遭到反对。例如，在社会经济衰退期间提出智能机器人的方案，可能导致终止一些员工聘用合约。

(9)  Interpersonal conflict. Your relationship with the people to whom you are presenting your ideas, and their perceptions of you, can have a profound effect on their reaction to your solution. Unfortunately, these factors are very complex and often have been created over many years.

人际冲突。你与聆听方案的人的关系以及他们对你的看法，会深刻地影响他们对方案的反应。遗憾的是，这些因素错综复杂，而且往往是多年积聚而成。

For example, if at some time in the distant past, you have criticized or rejected someone's ideas, when it is time to listen to your ideas, they still may feel resentment and try to block them.

例如，如果在遥远过去的某个时刻，你曾经批评或拒绝过某人的想法，那么当他们听取你的想法时，他们仍然为过往的事感到忿恨甚至会试图阻止你的想法。