商务英语课程课件Unit7EstablishingBusinessRelations.ppt

,UNIT,建立商务关系,7,Learning Objectives Establishing business relations with prospective clients Understanding business etiquette Writing letters for establishing business relations,Establishing Business Relations, Speaking Task, Warm-up Practice, Listening Task, Follow-up Practice,CONTENTS, Writing Task, Reading Task,Warming-up Practice,We need to discuss some questions about what we are going to learn in this unit.,Sure, thatll help us understand better about what we are asked to do.,The establishment of business relations is one of the important undertakings in the field of foreign trade as a foreign-trade firm needs extensive business connections to maintain or expand its business activities. Traders must not only do everything possible to consolidate their established relations with firms having previous business but also develop and revitalize their trade by searching for new connections from time to time.To find our whom a firm is dealing with, information is obtainable through different channels. After that, letters or circulars should be sent to the parties concerned to express simply, clearly and concisely what they can sell or what they expect to buy.,1. Establishing business relations,2. Discussion 1） Now as a class, pairs or groups, think of as many channels as you can that are associated with establishing business relations.,Establishing Business Relations No transactions can be conducted until contacts have been made between two or more companies. To establish business relations with prospective dealers is one of the vital important measures both for a newly established firm and an old one that wishes to enlarge its business scope and turnover. Business relations can be established through the following channels: 1) Banks; 2) Trade directory; 3) Chinese commercial counsellors office in foreign countries; 4) Business houses of the same trade; 5) Advertisements; 6) Trade fairs and exhibitions; 7) Chambers of commerce; 8) Introduction from business connections; 9) The Internet.,2）Of all the channels, which do you think is the most effective one? Why? 3）What will you do to maintain the established relations? 4) Why are people still writing letters while its so convenient to send faxes and email?,3. After business is established, several trade terms need to be talked over in order to come to an agreement during a business communication. Now store the words and phrases that are associated with the trade terms.,HOW TO CHOOSE THE RIGHT TRADE SHOW/FAIR,1. Quantify the total number of relevant prospects, buyers, and influencers that will be interested in your particular product or service and that youll be able to get into your booth. 2. Estimate sales revenues from the show. 3. Estimate the cost of your participation. 4. Calculate the cost per lead and return on investment as a ratio of booth expenses to revenues generated. 5. Verify your decision and do a reality check.,DECISION MAKING,Ask your customers which trade shows they attend. Attend the show rather than exhibit. Ask your suppliers, competitors, and past exhibitors about their experiences with the show. Analyze your ability to service the geographical areas from which prospects originate. Analyze the show managements ability to promote the show successfully year after year: -Is the show growing? -Are audience demographics changing and if so, why? -Do you have an opportunity to raise your visibility by providing a conference, keynote, workshop, or seminar? - Do you have enough staff to follow up on the leads while theyre still hot? -And can you service the new business youll attract?,Ways to Increase Your Trade Show Sales,1. Greet visitors quickly When you first see a visitor, gently offer a handshake, and introduce yourself and your company. This immediately sets the tone of the conversation, and establishes basic rapport. 2. Qualify visitors in seconds The most important thing for you to know is the responsibilities of your visitor. Rapidly qualify your visitor by seeking to disqualify them as a buyer. Keep looking for the deal killer - the one thing that means you cant do business. 3. Ensure 100% after-show contact 4. Double your leads Whether they can do business with you or not, ask every visitor, “Who can you think of that would benefit from what we do?“ 5. Move visitors along First, restate what will happen next, even if its, “Im sorry I cant help you.“ Next, offer a handshake, and then say, “Thanks for stopping by.“ This three step process moves visitors along every time.,WHY SNAIL MAIL IS STILL NEEDED,Lettersnow fondly known as “snail mailare still used for various reasons: They seem particularly appropriate for formal introductions to companies, confirmation of contracts and thank you messages, possibly because they can seem appropriately formal, caring or impressive (if printed on good paper). They can be a useful back-up to important e-mailed or faxed messages. They can be used to send bulky material, such as brochures or samples. They can be used when there are problems with the technology required for faxes and e-mail. They can be sent to or from companies which have limited technology.,Listening Task,In this part you will listen to a passage and a dialogue about establishing business relations. Listen and try to finish the exercises while listening. Are you ready?,7.1.1 Listen to the passage and fill in the missing information in the blanks according to the information you hear.,The most important problem in international trade is how to seek clients. The buyers want to know where the sellers are, while the sellers want to know where to find their buyers. Generally speaking, more commodities (except very few important materials such as petroleum & rare metals), belong to the buyers market. Apart from this, most countries exercise control over foreign exchange and foreign trade, awarding commodity export and restricting commodity import. Therefore it is much more difficult for an export merchant to seek his clients than an import merchant to seek his own. No matter whether it is an export company or factory manufacturing goods for export sales, it should cherish any chance available to get some information of its counterparts abroad. They may be approached through such channels as banks, chambers of commerce in foreign countries, commercial counselors office, trade fairs and exhibitions, advertisements and the Internet,7.1.2 Listen to the dialogue and answer the following questions. 1) What did Mr Johnson do before he came to China? He sent Ms Chen a letter seeking for business cooperation. 2) What was Mr Johnsons purpose of coming to the trade fair? His purpose was to explore the possibility of establishing business relations. 3) How did Mr Johnson get to know about Ms Chens company? He learned about Ms Chens company from his Commercial Counselors Office in China. 4) What products does Mr Johnsons company handle? Electronic products 5) What did Mr Johnson say about the prices of their products? He said that their prices compare very favorably with the prices of the same kind of products on the international market. 6) Will Ms Chen import products from Mr Johnsons company? Its still too early to say that. She will first go to see their exhibits, then study their catalogue and decide what items she is interested in. Then they will have further discussions tomorrow.,Speaking Out,In this part you are going to read two dialogues in pairs and then you will be asked to answer some questions about what you have read. Please read loud!,7.2.1 Dialogue Read the dialogue and then answer the following questions.,Mr White meets Mr Zhang at the trade fair. 1) How did Mr Zhang greet Mr White at the trade fair? After a brief greeting and introduction, he also offered Mr White some Chinese green tea and had a small talk with him. 2) What was the purpose of Mr Whites visit to the trade fair? He wanted to establish business relations with some Chinese companies in his business line. 3) What is the main product Mr White trades in? Glassware. 4）Where did Mr White use to import the products？ In the past they used to import the products from some European countries. 5) What is the foreign trade policy of China? To do business with merchants of all countries on the basis of equality and mutual benefit . 6) Do you think Mr White is interested in Zhangs company? (Open),Mr Brown comes to visit a Chinese foodstuffs import and export company to discuss the possibility of importing some products. He is now talking with Mr Zhong, the Sales Manager of the company,1) What attracted Mr Brown to the Chinese company？ Some products like wine, canned fruit, and poultry in the companys well-illustrated catalogues. 2）What kinds of products does the company mainly export? It mainly exports wine, poultry and fruit. 3) What is the companys present export volume of wine per year? The annual export volume of wine is around 500 000 bottles, mostly to Europe and some Asian countries. 4) What are the main country markets of the companys fruits? The companys fruits are mainly exported to some Asian countries like Singapore, and Malaysia. 5) Whats the export price for the Grand Bank wine? US$ 4 per bottle on a FOB basis. 6) If Mr Brown ordered 2 000 cases, what price would be offered? For an order of that magnitude the price can be a little below US$4 a bottle.,7.2.2 Dialogue,Reading Task,1. Why is it important for international business people to understand business etiquette? 2. What would you do when you are uncomfortable with the etiquette with which the host receives you? 3. Can you give some examples of improper business etiquette?,PRE-READING QUESTIONS FOR PAIR WORK,1) What are the two things that business etiquette centers on? Thoughtful consideration of the interests and feelings of others and minimising misunderstandings. 2) Why does the passage say that your manners and attitude will speak volumes about you? Can you give some examples of good behaviour? Because manners will point to your inner character. Appropriate business etiquette promotes positive traits. Examples are open. 3) Why is honesty considered to be important for business people? How can we gain a reputation for integrity? A reputation for delivering what you say will deliver goes a long way in the business world. 4) Why does the passage say that sensitivity and consideration underlie all good business etiquette? Because they lay foundations for a strong business relationship. 5) According to the passage what are the ways of making a good impression? Dressing appropriately, standing and sitting in the right place at the right time, good posture and looking physically presentable. 6) Can you list more possible guidelines of good business etiquette? ( Open),Questions,General Introduction of Courtesy The common practice is that the Chinese business partner/host is expected to meet his foreign counterpart at the airport. There is a popular Chinese saying going like this, “nothing could be happier than having friends coming afar.” It is our way to show our hospitality and our courtesy. We tend to treat our business partners as friends. Good beginning is half done. In case to meet very important foreign clients, it is necessary for the leaders concerned to be present at the airport, so as to show the importance we attach to either the establishment or the maintenance of our business partnership. Diplomatically, the leaders should speak Chinese to exchange greetings first. At the airport, the main host is to greet the guests and introduce themselves, or exchange their name cards. One of the hosts will have to leave early to arrange for the transportation and take the guests to their hotel.,More about business etiquette,Introduction, Hand-shaking and Greetings 1. Guidelines for Introduction Three basic rules in social introductions: 1) A man is always introduced to a woman. 2) A young person is always introduced to an older person. 3) A less important person is always introduced to a more important person. One basic rule in business introductions: A less important person is introduced to a more important person, whether male or female. The difference between the rules for social introductions and the rules for business introduction is that women are not treated as women but are introduced according to their business rank.,2. Hand-shaking Shaking hands is an expression of mutual trust and respect, and its a way to send greetings in business situation. Shaking hands politely and properly is very important. The good time to shake hands should be: When you are introduced to others; When the visitor comes into your room or office; When you go to meet your client; When others send you gifts; When you go to attend the receptions or parties; When you take leave.,3. Greetings 1) Formal and informal verbal greetings Informal verbal greetings are usually used between close friends. Formal verbal greetings are usually used in the business situation. 2) Non-verbal greetings Non-verbal greetings include shaking hands, kissing and bowing.,Small Talks the weather ( the rain, the snow, the sunshine, etc.) journey ( the flight, the train, the bus, etc.) the food accommodation the city ( the population, places of interest, transportation, culture, etc. ) previous visits the event ( the party, the4 trade fair, the exposition, etc. ) plans,In this part you are going to learn how to write letters for establishing business relations.,Writing Task,How to Write Letters for Establishing Business Relations,In the field of international trade, the information you have obtained about your customers through various channels make it possible for you to communicate, esp. in writing, with the new counterparts in the hope of establishing a business relationship. In writing such a letter, usually, the following contents should be included: The purpose of your letter; The nature of your companys business: agent, exporter, importer or manufacturer; The business scope of your company and also the branches and liaison offices, if any; The reference as to your companys financial position and integrity; As an exporter, you should describe emphatically the quality of your products. If available, a brief introduction to your company, catalogue, pricelists, etc. should be enclosed. As an importer, what commodities you want to buy and sell and your sales potential as well;,Sample Letter,A letter from an exporter to an importer.,Dear Sirs, We have your name and address from the Commercial Counselors Office of the Chinese Embassy in London. We wish to inform you that we specialize in both industrial and pharmaceutical chemicals, and shall be pleased to enter into trade relations with you. To give you a general idea of our products, we enclose a complete set of leaflets showing various products being handled by this corporation with detailed specifications and means of packing. Quotations and samples will be sent upon receipt of your specific enquiries. Business between us will be concluded on the basis of shipping quality and weight while testing and inspection will be made by the Shanghai Commodity Inspection Bureau prior to shipment. Necessary certificates in regard to the quality and quantity of the shipment will, of course, be provided. We look forward to your early reply with much interest. Yours faithfully, Alan Zhou Sales Manager Encl. As stated,A letter from an importer to an exporter,Gentlemen, The Foreign Department of the Bank of China in our city has recommended your esteemed company as being interested in establishing business relations with a Chinese company. We have the pleasure of introducing ourselves as a leading importer dealing in various types of electronic equipment, of which your company is one of the well-known manufacturers. Therefore we shall be glad to receive from you as soon as possible all necessary information as to your line of business. First, we need your illustrated catalogue and also quotations covering your main products. After that we will order samples and enter into negotiations with you. We are certain that if your prices are competitive, we will come to very good business relationship with your company. Your early reply will be very highly appreciated. Yours very truly, Chen Ming Sales Manager,Some useful sentences for establishing business relations We have heard from CCPIT that you are in the market for electric appliances. Your firm was recommended to us by the Australian Consulate here as a large exporter of dairy products and we are interested in handling these products in our market. We have been informed by the Bank of China, Beijing that you are one of the leading importers of textiles in the United States. We are given to understand that you are potential buyers of Chinese silk products, which comes within the scope of our business activities. We are indebted to one of our business friends for your name and address. We have the pleasure to intro