商务英语短语解析:Peel back the onion

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Pell back the onion:peeling the onion means to go beyond the outside appearances when judging something or someone. (循序渐进、抽丝剥茧,通过表象分析事物本质)

Peel back the onion这个俚语最早运用于心理学,形容对某个复杂的问题和理论循序渐进地逐层分析——比如:问题形成的原因和理论得出的依据,后来被销售学广泛运用,使得销售人员通过“剥洋葱理论”深挖消费者的痛点和需求,从而刺激顾客购买欲望、促进成交。

Peel back the onion

E.G.1:It’s unfortunate that we don’t do a very good job of peeling back the onion when it comes to hiring people.

E.G.2:if you don’t learn more about the attributes and experience a prospect should have to be successful and happy, then you have not peeled back the onion.

以下为商务英语词汇“Peel back the onion”情景会话:

Professor: Well Oh Fiona can I explain any sales concepts?

Fiona: Professor Siegfried what does the analogy peel back the onion mean in sales

Professor: Well Fiona, the term peel back the onion is a principle of psychology that can be related to understanding customer experience just as an onion has many layers, so do customers. Effective salespeople are able to peel back the onion to get to the root cause of what customer really feels and thinks about your product or service.

Fiona: How is this technique used?

Professor: It’s important to ask questions to uncover the true need or want. For example, let me ask you a question Fiona to demonstrate this technique in action.

Fiona: Sure, professor.

Professor: Let’s start, are you happy with your current car?

Fiona: I am partially happy with my current car.

Professor: Why are you only partially happy with your current car?

Fiona: Well, on many occasions my car does not start in the morning.

Professor: How does this make you feel?

Fiona:  Well, I feel frustrated and end up being late for work.

Professor:  What’s the consequence of you being late for work?

Fiona: I have missed out on attending important client meetings and my boss has not been happy with my lack of promptness and commitment to my job.

Professor: Would it change to more liable car be the answer?

Fiona: Yes it would.

Professor: Can you see Fiona? through questioning I have pelled back the onions  to identify you are not 100% happy with your car and you have need for a more reliable car.

Fiona: Thanks professor, for explaining this useful onion analogy for understanding customer needs.

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