1、Chapter 3-1,Letters of Establishing Business Relations,OBJECTIVESGetting familiar with the new words and expressions; Understanding the guidelines to and main contents of writing letters of establishing business relations; Reading example letters of this purpose; Practising.,Main Contents,3.1 Genera
2、l introduction 3.2 Guidelines for writing letters of establishing business relations 3.3 Rules to obey 3.4 Example letters 3.5 Practice guide,3.1 General introduction,Establishing business relations is the first step to develop trade ties. A successful business person is able to get new opportunitie
3、s for the company he or she works for. Since business growth and expansions largely depend on the establishment of business relations, writing appropriate business letters in this respect is vitally important.,3.1.1 Why should we learn how to write letters of establishing business relations,To estab
4、lish business relations is to know about your clients in terms of business lines and capacities, financial credit, and the intention to make contacts. In international trade, one may establish business relations with companies in other countries through different channels:,3.1.2 Channels we can esta
5、blish business relations through,Banks; Chambers of commerce; Trade directories; Business associates; Commercial counselors offices; Commercial office of embassies; Advertisements; Exhibitions and trade fairs,Marked surveys; Recommendations by business partners or clients; Other sources.,3.2 New wor
6、ds and expressions of Chapter 3,潜在的买卖 一个未来的供应商 向你的顾客保证信任 使用策略/战术 分为两类 乐于同意商业建议发货时间 列举你的询盘(内容) 保证顺畅交易,to answer a letter in full to create goodwill commercial correspondence to be of interest to you information about quotations method of transport to quote the correct goods long-standing orders to ex
7、tend our range competitive prices to place volume orders on you,全文完整回信 引起良好愿望 商业信函 对你方感兴趣 关于报价的信息 运输方法 对正确的货物报价 长期订单 扩大我们的范围 有竞争力的价格 向贵方下批大量订单,under separate cover confirmed letter of credit the leading exporter of textile products softness and durability cotton bed-sheets and pillowcases Enclosed y
8、ou will find . to place a substantial order to offer trade discounts life jackets the under mentioned foam material,另外邮寄 确认的信用证 主要纺织产品出口商 柔软耐用 棉床单和枕套随信附上。 下一个大订单 提供商业折扣 救生衣 以下提及的事情 发泡材料,a solar cell to furnish us with the followings the minimum order quantity to be dedicated to sth electronic equipm
9、ent to supply technical maintenance to have profitable deals to transfer a letter willow products a manufacturer of embroideries,太阳能电池 向我们提供如下物品 最小订单数额 专注于 电子产品 提供技术维护进行获利的交易 转交一封信 柳木制品 刺绣品生产商,porcelain wares jade carvings imitation jewellery to deal inclusively in textiles to be specialized in on t
10、he basis of equality and mutual benefits to assure you of the best quality moderate prices fire extinguishers a favorable quotation,瓷器 玉雕 仿制珠宝 经营项目包括纺织品 专门从事 在平等和互利的基础上 向你保证最好的质量 适中的价格 灭火器 有利的报价,cans packed in cartons upon receipt of your catalogue terms of payment,装在纸板箱内的罐头 一收到贵方的目录，就 支付条款,3.3 Writ
11、ing skills,3.3.1. Explaining how you obtain the address and the business line.,e.g. Thanks to Ms. Maria Chen, one of our business partners, we have come to know your name and address.,e.g. Your company has been introduced to us by M. Freeman Co., Ltd. in England.,e.g. Your name and address have been
12、 given to us by the Commercial Office of our Embassy in Pakistan.,e.g. We have come to learn your name through the US Embassy in Beijing as 8mporters of plastic products.,e.g. We are indebted to Mr. Jones of ABC co., Ltd. for your name.,e.g. We have got your name from the business bulletin, Business
13、men, as manufacutrers of microwave ovens.,3.3.2. Expressing the strong desire to establish business relations.,e.g. We are interested in buying 100% cotton ladies shirts.,e.g. We shall be pleased to enter into business relations with you at an early date.,e.g. We saw your “Feiyue” colour TV sets rec
14、ently at Shanghai Trade Fair and are keenly interested in this product.,3.3.3. Introducing your company in terms of commodities you are dealing in and your competitive edge.,e.g. We have a very good connection with leading chain stores in Japan.,e.g. We are very well connected with all the major dea
15、lers here of industrial products, and feel sure we can sell large quantities of industrial goods if we can get your offers at competitive prices.,e.g. We are well-established exporters of all kinds of Chinese goods, especially electronic products.,e.g. We are a trading company doing import and expor
16、t business all over the world.,3.3.4. Stating what kind of products you plan to buy or promote,e.g. We would like you to send us details of your shirts, including colors and prices, and also samples of the different colors.,3.3.5. Offering references to help the reader understand the credit standing
17、.,e.g. Our opening bank is the Kitahama Bank, Ltd. Head office, Osaka, from whom you can have any reference regarding our financial standing.,e.g. We are well-established exporters of all kinds of Chinese goods, especially electronic products.,3.3.6. Mentioning the enclosures to help the reader know
18、 more about the company, which may include a brief introduction to the company, catalogs, price lists and pamphlets, etc.,e.g. To give you a general idea of the various kinds of cotton goods now available for export, we enclose a brochure and a booklet of samples.,3.4 Rules to obey,3.4.1 Equality an
19、d mutual benefits,Business relations is based on the policy of “equality and mutual benefits”. So let the reader know that whatever the result is you will appreciate it all the same.,3.4.2 Sincerity and friendliness,The letter of establishing business relations is expected to create a good first imp
20、ression, so write it in a sincere, friendly and considerate tone.,3.4.3 Appropriate information and format,The letter of establishing business relations should be detailed, but not too long, and free of grammatical errors. The information you offer in the letter should be concrete and credible. The
21、format and layout should be standardized and finally the letter should be printed neatly.,Business relations is based on the policy of “equality and mutual benefits”. So let the reader know that whatever the result is you will appreciate it all the same.,3.5 Sample letters,3.5.1 Letter to a Chamber
22、of Commerce,Dear sirs,We desire to expand the business we do with Middle East countries and would be most grateful if you could provide us with a list of reliable business concerns in your area who might be interested in importing Chinese electronic products.,We are a well-established exporter of al
23、l kinds of Chinese goods, especially electronic and hi-fi products (see enclosed catalogs). Having been in this line for more than 30 years, we are confident we can give our customers complete satisfaction.As to our credit and financial standing, we refer you to (引去查询) the Bank of China and the Cham
24、ber of Commerce in Guangzhou.,We greatly appreciate your help and earnestly await your reply.Yours faithfully, Wang Fang Wang Fang Export Manager China National electronic Imp. & Exp. South-China Corp.,3.5.2 An exporters proposal to start business,July 27, 2010Dear sirs/Madams,From the commercial co
25、unselors Office of the US Embassy we have learned that you wish to import cotton bed-sheets and pillowcases from China.,We are the leading exporter of textile products in china and have entered into business relationship with more than 70 countries in the world. Because of the softness and durabilit
26、y, out cotton bed-sheets and pillow cases are rapidly becoming popular.,Enclosed you will find the catalogue, which we hope will be of interest to you. Also enclosed for your reference is our latest price list.,Should you be interested in any of our product, please contact with us.,Lily Hu ,3.5.3 Re
27、ply to the exporters letter of establishing business relations,August 5, 2010Dear Ms. Hu,We are glad to receive your letter of July 27, 2010 and would like you to send us details of your various ranges, including sizes, colors and samples of the best quality of material used.,If they are of the stan
28、dard we require, we will place a substantial order. We would also like to know if you are offering any trade discounts.Thank you. Yours sincerely, ,3.5.4 An importers proposal to start business,August 24, 2010Dear sirs,We have obtained your name and address from Kee & Co. Ltd,. And we are writing to
29、 enquire whether you would be willing to establish business relations with us.,We have been importers of shoes for many years. At present, we are interested in extending our range and would appreciate your catalogues and quotation.,If your prices are competitive we would expect to place volume order
30、s on you.,Tony Smith ,3.5.5 Reply to the above letter,Dear Mr. Smith,Thank you for your letter of the 24th of this month. We shall be glad to enter into business relations with your company.,In compliance with request, we are sending you, under separate cover, our latest catalogue and price list cov
31、ering our export range.,Payment should be made by irrevacable and confirmed letter of credit.Should you wish to place an order, please E-mail or fax us.,Yours sincerely, ,3.5.6 An commission agents (代理商) offer of service,Dear sirs,We owe your name to the Bank of China, through whom we learned that y
32、ou are the manufacturers and exporters of plastic products, which is what are inclined to import.,May we introduce ourselves as an importer of plastic products and a commission agent. Our organization in France has a number of branches throughout the country. We are, therefore, in a position to (能够做
33、) offer you a great service.,As to our financial standing, we refer you to Banque de France (Bank of France) who, we feel sure, will be glad to furnish you with (向贵方提供) any information you require.,We shall thank you to let us know your trade terms and mode of payment with a view to getting into bus
34、iness in near future.We are looking forward to hearing from you.,3.6 Practice guide,3.6.1 Discussion,1. What are the main sources through which you may find potential trade partners? 2. Do you, as a business person, enjoy receiving unsolicited (主动提供的) letters? 3. What should be included in a reply t
35、o someones request for establishing business relations?,3.6.2 Do it yourself,Suppose you are in the line of stuffed toys (填充玩具 ) or some other line, and you are going to take part in Guangzhou Trade Fair to market your products overseas. Prepare a brochure (小册子) to introduce your company and your pr
36、oducts. Make sure to include the information that makes you appealing to your potential customers.,3.6.3 Situational writing,Write a letter to a foreign company for establishing business relations, covering the following aspects.,1. the source of your information; 2. your intention; 3. your business scope; 4. the reference as to your firms financial standing; 5. your expectation.,Thank You,
