商务英语函电教程 Unit 5 [武汉理工]

UnitFive SalesPromotion LearningObjectives TounderstandtheimportanceofSalesPromotionTograspthewritingstrategy AIDA GeneralView Salespromotionisakindofadvertisingwhichaimstosellparticularkindsofgoodsorservicestogeneralandselectedcustomersandthusexpandbusiness Basically lettersofthiskindfallintotwocategories Salesletterfollow upletter Saleslettersarewrittentointroduceyourproductstoyourclients toencourageyourclientstoplacemoreorderswithyou ortourgethemtomakeapromptpurchasedecisionwhentheyarehesitatingtodoso Afollower upletteriswrittenwhenthesellerfailstoreceivetheexpectedorderorinquiryaftersendingtheinformationaskedfor Thepurposeistoresumeabusinessrelationship byprovidingfurtherinformation recappingimportantpoints reiteratingthebenefitofaproductorservice Astotheaimofeffectivesalesletters likeallkindsofadvertisements AIDAtheory abbreviatedfromAttention interest DesireandAction hasbeenmentioned Inshort thesellerwishestocapturethecustomers attention arousetheirgreatinterestintheproductsbeingsold thencreatecustomers desiretobuytheveryproducts andatlasturgethemtotakeactionofpurchasing Forthisreason saleslettershavetobelettersofpersuasion Insuchaletter thewritermayexpressregretorevensurprisethatnoorderhasbeenreceivedanddiscreetlyinquireintothereason Meanwhile thewritercanalsointroducesomenewsellingpointsorargumentsfavorabletothepromotionofsales Guidelinesforwriting Thecommonstructuresofbothsaleslettersandfollow upsarecomposedofthreeessentialparts 1 StructuresandpointsinwritingsaleslettersToaccomplishtheAIDAaimasmentionedbefore thefollowingrulesshouldbeobservedatthesametimeinsalesletterwriting 1 Inthefirstpart catchthereader sinterestorrefertoaninquiryorapreviouscommunication 2 Inthesecondpart introducenewsellingpoints suchasthegoodqualityofproductsorthebestservicefromthecompany presentconvincingevidencesuchasfigures factsorotherclients evaluationofyourproductstoturntherecipients interesttodesiretobuyyourproducts Besides anintroductionofthecompanyisneededtoensureanewcustomerthatyourproductsarereallyworthbuying presenttheofferfromthereader spointofview offersomefavorablebusinesstermsavailable 3 Inthethirdpart advisethereadertoorderthegoodsortotakeadvantageofthegoodchance 2 Structuresandpointsinwritingfollow ups1 Inthefirstpart Refertoapreviousoffer exhibition conference etc Expressregretthatnoreplyororderhasbeenreceived andavoidshowingeventheslightesthintofapproach Asktactfullywhytheexpectedinquireororderhasnotcome 2 Inthesecondpart Providingadditionalinformation suchasanintroductiontonewproducts Offersomepreferentialtermstomotivetherecipient sdesire Gentlyurgetherecipienttotakethenextstepinnegotiatingasale 3 Inthethirdpart expressananxioushopeforareplyoranorder However therearenosetformsindraftingsalespromotionletters Traditionally saleslettersandfollow upsarewrittenintheformofa Circular Butapersonalletterisobviouslythemoderntrendinsalespromotionwriting Specimenletter 1 ASaleslettertoaninquiry 16August2007DearSirs Thankyouforyourinquiryof13Augustconcerningthesupplyofelectricappliance Wearepleasedtoinformyouthatweareoneofleadingmanufacturersofelectricapplianceinthiscitywithahistoryofover75years Ourproductscoverawiderangeofspecifications soldwellinEuropeanandAsianmarkets Thequalityandpricecomparefavorablywiththoseofsimilarproducts Enclosedisourpricelistandfullsalespromotionliteratureforyourreference Wedeemittoyourbenefittopushthesalesofourproductsinyourmarket Andwearepreparedtogiveaquantitydiscountof10 ifyourorderexceeds300sets Werecommendyoutotakeadvantagesoftheenclosedorderformincaseyouwishtomakeanimmediateorder Yoursfaithfully SophiaHuangEncl SpecimenLetter 2 Asaleslettertoanoldcustomer April27 2008DearSirs Wehaveenclosedanillustratedsupplementtoourcatalogue Itcoversthelatestdesignswhicharenowavailablefromstock Wearemostgratifiedthatyouhave forseveralyears includedaselectionofourproductsinyourmail ordercatalogues Theresultingsaleshavebeenverysteady Youwillfindthatournewitemsareluxuriantindesignandperfectinworkmanship sowebelievethattheywillcommandareadysaleinyourmarket Ifanyoftheitemsillustratedinthebookletinterestsyou pleasedonothesitatetoletusknow Wewouldbeveryhappytosendsamplestoyouforcloserinspection Wearewaitingforyourreplyandhopingtoobtainbulkorder Yourstruly MichaelTitus SpecimenLetter 3 ASaleslettertopotentialcustomers January16 2007DearSirs MarkTwainonceremarked Alwaysdoright Thiswillgratifysomepeople andastonishtherest PerhapsthisisoneofthereasonsourPhoenixissopopularamongthecarowners Doingrightbyourcustomersandtheircarsistheobjectwehavebeenpursuing Butitisnottrickybecauseourmendingshopiswellequippedtokeepcarsinaperfectrunningcondition Ourup to datefacilities advancedtoolsandgenuinepartswillprovideyouwithimmediate quickandconvenientservice Thestaffsherearebornmechanics visitorsandcustomersarealwayswelcomedtothoroughlyinspecttheirperformance andtheywillbeproudofit Everycustomerwhocomeshereisourfriend you llfeelatease andlikeit Sodriveinsometime andletthecardoctorsexaminewhetherthereareanysymptomsofneglect Youwillreceiveourpromptandpersonalattention Besides thediagnosiscostsyounothing Franklyyours JennyYang SpecimenLetter 4 Afollower upletterdeliveredwhennomoreordersfollows May20 2007DearSir Lookingthroughourrecordwenotewithregretthatfrom2000to2005youboughtfromusalargequantityofdesktopcomputersinModelsNA 107 TM 306 butduringtheyear2005wedidnothavethepleasureofanorderfromyou WethinkyoumaybeinterestedtoknowthatwehavearesiduestockofModelTM 306 which youboughtfromusinsubstantialquantitypreviously ItisjustthenextnewesttothelatestModelTM 307 Youarewellawarethatitisefficientanddurable economicalandpracticalinuseforstudentsandbusinesspurposes Wearepreparedtoclearthestockbyallowingyouagenerousdiscount Say5 foranorderfor50setsto99sets10 foranorderfor100setsto149sets15 foranorderfor150andaboveThisofferissubjecttoyourreplyreachinghereonorbefore20thJune Welookforwardtoyourfavorableresponse Yourstruly DanielLin SpecimenLetter 5 Afollower upletterdeliveredafteraconferenceoratradefair August16 2008DearMr Hawk ThankyouforvisitingourexhibitatAIAconventioninSanFrancisco Ihopeyouenjoyedthefilm LetThereBeLight andyouhelpedyourselftothefreematerialsondisplay Sincetheconventionended Excellohaspublishedacolorfulbooklet Low EnergyLighting acopyofwhichisenclosed The24 voltlightingsystemdescribeddrawsonly2 5wattsperlampwithalife expectancyoffiftyyears Wethinkthisisoneofthemostexcitingdevelopmentstocomealonginrecentyears Pleaseletmeknowifyouwouldlikeadditionalcopiesofthisbookletandofthematerialsthatwerehandedoutattheconvention Since