Lisa版商务英语.doc

44第一讲 外贸业务基本流程l Essential Requirements for this lecture 本讲学习目标1. Familiarize yourself with the general procedures for a typical export deal;2. Get distinctively perceptive of the seven essential trade terms in international businesses;3. Describe the four basic payment methods in international trade.4. Obtain perception of the essential payment bills in international trade.l Reading Guidelines 阅读指南 To succeed in international business, its necessary to be familiar with the general procedures in an international transaction, import or export. This lecture, as an introductory one, focuses on four essential aspects concerning international trade operations: general procedures for export and for import, the essential trade terms, means of payment and bills in international payment. All information offered here is first-hand and practical, and is designated to help practical operations in such deals. But keep in mind that detailed explanation on these is not the focus here and requires further reading beyond this pamphlet. l Tips for Business Communication 写作要略Before starting practical communication with your overseas clients, its absolutely necessary to arm yourself with the essential elements in international trade.The most commonly concerned and challenging is the procedures for export which constitutes the bulk of our business activities, verbally or physically.The second is the procedures for import, which is also quite common in our deals.The third is the trade terms, which will decide the allocation of obligations, costs and risks in a practical transaction.The fourth is the essential payment terms and bills that will guarantee our final benefits.Other aspects for international trade are also significant and deserve our due attention. But the four issues addressed below are somewhat vital to our successful communication, without which, you may be working as a tiny boat loafing in the Pacific without a GPS.As always, further reading is not only strongly recommended but also kindly requested.1.1 General Procedures for Export 出口业务流程Before proceeding on to the practical business communication in international trade, lets start from the export procedures which is more commonly concerned in our businesses.Advising/Negotiating Bank 通知行/议付行Opening Bank开证行Market Information市场调查(7) (21) (1) Government 政府部门 (4) (8) (19) (6) EXPORTER出口商IMPORTER进口商 (3) (20) (9) (5) (22) Insurance Co.保险公司 (2) (15) (10) (14) (16) (13)Manufacturer工厂 (18) Forwarder运输公司Customs海关Customs Broker报关行 (17a) (17b) (11) (12)Forwarder运输公司Certificate of Origin原产地证CIQ商检局Fig. 1-1 Diagrammed Procedures for a Typical Export Transaction1) market information 市场调查As we may be more often engaged in export business, we would begin with the general procedures for export. In an export business, the central party is the exporter and almost everything concentrates on him. The first step is to get sufficient market information concerning the product that the exporter intends to handle, ranging from the market demand, the geographical distribution, the technical requirements or other special preferences, to the availability of such products together with the quality and price information, etc. Its no exaggeration to say that sufficient market information is half success in business. But this step is not always necessary when we are or think we are well informed already.2) inquiry to the manufacturer 向工厂取得报价On basis of the market information, the exporter should consider the market requirements and decide where to get the supply of the products (or even decide what kind of goods to handle, as in some special cases). Therefore the exporter shall contact the competent manufacturer at his end, obtaining quotation from them. Such quotation will cover prices as well as the actual specifications, delivery period and even payment terms. 3) quotation to the importer 向进口商报价Then we will offer our information of the products to our prospective clients, especially the quality and technical specialties and the competitive prices.4) credit inquiry 信用调查But before we conclude transactions with the prospective clients (supposing they are interested in our products and quotation), we shall consult someone to learn about their credit status, e.g their commercial reputation and financial situation as well as the special requirements and preferences in their business practice. Such information is quite necessary for escape from future disputes. Among the numerous resources, the best and most easily accessible one is our local bank who can contact its correspondent colleagues at the clients end for the information we may need. 5) concluding the contract 达成销售合同When we find our clients honest, reliable and competent for the business we are going to carry with them, we will be engaged in a lasting and sometimes tough bargaining process with them until final agreement is reached. This will be the bulk of this book- how to communicate with our clients and bargain for the greatest favor for ourselves and persuade the clients to accept our conditions. 6) application for L/C进口商申请开立信用证When the contract is finally signed, our clients (the importer (s) get something to do by themselves- preparing for payment. There are various means of payment in international trade but the most widely accepted one is payment by L/C. So we take it as the payment operation in the business procedures here. In such cases, the importer will apply for L/C to his local bank, who thus becomes the opening bank (the bank that opens the L/C for and in accordance with the request of the importer). Usually the terms of the L/C comply with the contract previously signed between the importer and the exporter.7) opening the L/C国外银行开立信用证The opening bank will open the L/C (most commonly by telex) to one of its correspondent bank at the exporters end (or a bank designated by the exporter). 8) transferring the L/C to the exporter 向出口商通知信用证The correspondent bank that receives the telex message of the L/C (now in the position of the advising bank) shall verify the L/C (by some specialized methods and instruments) and advise the exporter of the L/C. The opening bank has every reason not to transmit the L/C to the exporter directly, and such detailed is easily comprehensible to our bright learners. 9) obtaining export license 出口许可证Upon receiving the L/C advised through the advising bank (usually a local bank at the exporters end), the exporter shall first of all examine the L/C in great detail to see if theres any clause unacceptable or unfair or impractical in which case the exporter shall advise the importer to notify the opening bank to amend the L/C accordingly and in the same procedure as in the original L/C. If the L/C is found well acceptable, the exporter should apply to his government departments for relative export license, which is no due course since only a few special sectors of products need such license. Another document in close connection with this phase is the Verifying Certificate for Foreign Exchange which is a must for later drawback for export. (certificate of cancellation of foreign exchange after verification; verifying instrument for foreign exchange) 自2012年8月1日起取消了。10) ordering for the goods 出口商向工厂订货Then the exporter places orders with the manufacturer for the products. 11) CIQ inspection 商检局检验及其他认证When the products are finished, the Entry-Exit Inspection and Quarantine Bureau (or CIQ, 中国出入境检验检疫局) of the Peoples Republic of China shall be invited to the factory to inspect the products in accordance with the legislative authorization and the relative provisional rules. The CIQ will then issue some certificates as evidence of such inspection if the products are tested and inspected as in conformity with relative criteria. 12) obtaining certificate of origin 办理原产地证In some cases the CIQ will also issue some other documents to certify the origin of the products (e.g. C/O, or Certificate of Origin and sometimes Form A), if thus requested. The exporter may apply for certificate of origin to the same CIQ branch that issues the inspection certificate for the products, and then takes the goods for delivery; or he may apply to some other Chinese government departments (such as the China Council for Promotion of International Trade) for the same certificate. Such certificate(s) should be provided accordingly to comply in every detail to the stipulation(s) of the L/C or contract or agreement.13) booking vessels/chambers 租船订舱In many cases the exporter is supposed to arrange shipment. So he should book space or charter vessel for the goods/products before or immediately after taking the products from the manufacturer.14) taking goods from the manufacturer 从厂方提货After the CIQ inspection, the exporter may take the products from the manufacturer for delivery. The products will be carried to the loading port for transportation to the destination as specified in the L/C or the contract.15) arranging insurance 投保At the same time the exporter should also effect insurance for the goods if thus requested in the L/C or in the contract.16) entrusting customs declaration 交办报关事宜In either case, the exporter shall prepare relative documents and declare to the customs, or as in most cases, entrust the declaration to some customs broker.17a) customs declaration 出口报关 & 17b) clearing the customs 验关放行The customs, upon application from the exporter or the customs broker, will inspect the goods at the port/place of loading and issue some documents for release of the goods for exit from the customs frontier (关境，一国海关行使管辖权的范围). The products (goods) can thus be loaded and transported to the destination.18) returning the documents to the exporter 报关行交回单The signed and/or stamped shipping documents from the customs will then be returned to the exporter (sometimes via the customs broker if the exporter has opted to entrust it to the broker). 19) presenting draft for negotiation 交单议付The export can now begin documentation according to the L/C (or in accordance with other requirements if no L/C payment is concerned) for payment. Usually in the case of payment by L/C, the exporter will present the shipping documents to the former advising bank (now in the position of Negotiating Bank) for negotiation. The negotiating bank theoretically shall pay the exporter the amount stipulated in the L/C and drawn under the draft, and in practice, its but too common for the negotiating bank to forward the shipping documents and the draft to the opening bank instead of effecting payment directly.20) notice of shipment 装船通知 At the same time, the exporter shall never forget to notify the importer the delivery of the goods and the presentation of the shipping documents so that the latter can get duly prepared for taking the goods and for paying the opening bank to get the shipping documents without which he cannot take the goods from the shipping company. 21) settlement between banks 银行结算Upon receiving the shipping documents, the opening bank will check them against the L/C clauses in great detail and if the L/C clauses are fully complied with, effect payment in due course (immediately for sight draft, or at a fixed future time for time draft, as stipulated in the L/C and drawn in the draft) and the negotiating bank is either reimbursed (if it did pay the exporter upon receiving the shipping documents for negotiation) or will transfer the amount to the exporter (if it did not effect payment when receiving the shipping documents). In either case, settlement (清算) has been accomplished between the banks and the exporter. But if the L/C clauses are not fully complied with, the opening bank has sufficient reason to refuse to pay; but it may also consult the importer, and if the importer opts to accept the discrepant shipping documents and has instructed the opening bank in writing, the opening bank will effect payment in due course after deducting some discrepancy fee. 22) settling disputes 解决纠纷 The last step doesnt always happen, but the exporter shall be well prepared for it-providing after-sale services such as offering spare parts or conducting maintenance or training operators for the client, and settling disputes (if any) with the importer about the goods shipped. By now, a deal in export is fully accomplished. 1第二讲 交易的过程Essential Objectives for this lecture 本讲学习目标1.Get familiar with the general procedures in the communications for concluding a deal;2. Be skillful in inquiries, quotations, counteroffers and examination of orders;3. Be capable of implementing price strategies according to different situations;4. Be sure to explore prospective clients and to get orders from them.Reading Guidelines阅读指南 This lecture introduces the practical communications with prospective or previous clients. It begins with inquiries from clients (or by yourself as purchaser), and proceeds on to quotations (or offers) and counteroffers, and concludes with acceptance by both the buyer and seller of the essential terms. Then some typical orders are illustrated for reference. These stages constitute the bulk in a business bargaining and should be studied as a whole instead of being segmented. In such cases, writing skills yield to communicating skills, i.e. what to say is of greater significance than how to say it. So, its strongly recommended that specimens in this lecture be studied in view of the communicating skills-how the authors of the message convey their intentions and convince the client(s).2.1 Inquiry, Quotation and Counter-offer询盘、报盘与还盘2.1.1Inquiries and Quotations 询盘与报价Inquiries, or request for quotation, fall into two categories, general inquiry or targeted inquiry, both indicating the intention for a deal. In a general inquiry, the purchaser (usually the importer) inquires the seller (usually the exporter) on some general information about a certain kind of product and asks for product catalogue, price list, other brochures or even samples.But in a targeted inquiry, the inquirer, with intention of purchasing a specific product, demands quotation from the supplier (the seller, or the exporter). An inquiry, either general or specific, should be concise and sticking to the point and be sincere, so as to be answered immediately and enthusiastically. Upon receipt of an inquiry from a client, we should reply immediately offering all information as requested and as necessary, which is not not only a must of etiquette but also an important factor of efficiency. A quotation, or an offer, is a confirmative message to conclude a deal or to reach an agreement on certain terms and conditions with the counter party. An offer or a quotation may be delivered from either the buyer (importer) to the seller (the exporter, supplier), or vice versa, offering some specific terms and conditions for a deal with that specific party. To be legally effective, an offer or a quotation shall fulfill the four essential prerequisites: i) be offered to one or more specific party(ies); ii) obvious confirmation to be bound by the terms and conditions being offered; iii) specific terms and conditions for the deal; iv) arrival at the recipient (the offered party). And an offer or a quotation shall be stipulated valid for a certain period. Such an offer or a quotation will not be legally effective or binding on any party until it is duly accepted; otherwise, it is revocable or can be terminated conditionally. An offer or a quotation shall be drafted on the basis of sufficient information about yourself and about your counterpart as well as that of the market situation, so that both parties are left with sufficient flexibility of consideration for a successful deal. Specimen 1. An offer without engagementDear sir, Re: Reply to your initial inquiryWe are glad to receive your inquiry dated Oct. 12 and thank you for your interest in marketing our products. An illustrating catalogue is posted today to reach you in about ten days. We believe that in view of the colors, you will be quite satisfied as they are the most fashionable on the market. The items to be ordered will be much appreciated by the customers for their nice design and fine craftsmanship.By the way, our representative, Mr. David Smith will be in New York next week and will be glad to visit you with the whole range of our manual samples. He is fully authorized to discuss the payment terms and other clauses for the contract for your order. Wed much appreciate your kind assistance during his visit. Specimen2：Firm offerDear Mr. Geggotti Spinker, Subject: Firm offer on pure silk printsWe are pleased to learn that you are in urgent need of our Larky pure silk prints in AA quality and will effect shipment immediately. We are now telexing you as follows.In response to your inquiry of June 18, our firm offer, valid for 15 days is made as: 3000 yards, qual