商务英语函电 3建立贸易关系 [武汉理工]

Unit3EstablishingBusinessRelations TeachingObjectives KnowledgeRequirements 1Toenhancestudents awarenessofthethreemajorchannelstofindnewcustomers PartOneChannelstoFindNewCustomers Establishingbusinessrelationswithprospectivedealersisaprimarilyimportantstepbeforeatransactionininternationaltradeeitherforabrand newlyestablishedfirmoranalreadyestablishedonethatstrivestoenlargeitsbusinessscopeandturnover Spreadingtraderelationsgreatlyandarrangingmarketnetworkparticularlyarenecessaryforexportingcommoditiesandimportingadvancedequipment keymaterialsandothercommoditiesneededdomestically Thus itbecomesapriorityfordealerstofindpartnersbeforeinternationaltransactions Buthowcouldadealerorbusinessmansecureallnecessaryinformationaboutabrand newmarketorprospectivebusinesspartners Usuallyadealerorbusinessmanmayapproachitsnewbusinesscounterpartsabroadorobtainnecessaryinformationthroughanyofthefollowingthreechannels i e IntroductionfromaThirdPerson MultimediaorMassMedia and Self AssistedEfforts fordetailedinformationseethefollowingtable PartTwoLettersforEstablishingBusinessRelations Havingapproacheditsnewbusinesscounterpartsabroadorobtainednecessaryinformationaboutprospectivedealerthroughanyoftheabove mentionedchannels itisthetimetodiscriminateandselectamongprospectivedealers andthenwriteonlytothosewithsoundfinancialstandingandcreditrating Inwritingtoaprospectivedealertoestablishbusinessrelationsorinitsreplying asanexporter oranimporter whatshouldwementionoremphasizeintheletterrespectively Analysisofwritingtoestablishbusinessrelationsanditsreplymayhelpreinforceandstrengthenyourimpressionandunderstandingofthestructuralpartsofwritingfortheestablishmentofbusinessrelationsandthoseofitsreplies 2 1StructuralPartsofWritingtoEstablishBusinessRelations Replies AnalysisofSpecimenLetters Importer sLetterforEstablishingBusinessRelationsandReply Seethefollowingtables Upontheaboveanalysis wemaycometotheimpressionandconclusionthat Structuralpartsoflettersforestablishingbusinessrelationsconsistofthefollowingfoursections Section1 Refertothesourceofgeneralinformationrelatedtotheaddressee suchasnameandaddress Section2 Indicateclearlytheintentionoftheletter Section3 Introduceyourfirmbriefly suchasthebusinessscope branchesorliaisonofficesifany financialstandingandcreditrating etc Section4 Expresssincerehopeandcordialexpectationforfuturebusinesscooperationandapromptfavorablereply Sometimesthetermsofsalesorpurchasesarementionedwithcatalogues pricelistsandotherdetailsenclosedforreference Whilestructuralpartsofrepliestolettersforestablishingbusinessrelationscanbesketchedasthefollowingcorrespondingfoursections Section1 Makethereferenceclearandrespondfavorablyorunfavorably positivelyornegatively Section2 Stateyourreactionstotheirattemptorrequest Section3 Stateorasktheproposedmethodofpaymentorqualitydiscountallowedifnecessary Section4 Broadencustomer sinterestbysubmittingadditionalinformation orencourage maintainpossiblefuturebusinessorfurthertrade 2 2SkillsforWritingStructuralPartsofLettersforEstablishingBusinessRelations Thefourstructuralpartsoflettersforestablishingbusinessrelationsarecourteous conciseandcompleteenoughinkeepingtheaddresseeinformedofthesourceofthewriter sgeneralinformation intention businessscope referenceastothefinancialposition creditratingandintegrity etc andthewriter sexpressionofsincerehopeandcordialexpectationforfuturebusinesscooperationandapromptfavorablereplytilltheendoftheletter Ifthewriterintendstopurchaseforimportratherthanforexport he shemayalsomakeclearly conciselybutsimplyhis herrequestsforsamples cataloguesorsometimesforillustratedones latestpricelists andinformationonthetermsofsalesorpayment etc Anyletterofthisnaturereceivedmustbeansweredinfullwithouttheleastdelayandwithcourtesysoastocreategoodwillandleaveasoundimpressionontheaddressee Sincebusinessconnectionsareofvitalimportancetofirmsengaged dealersmustnotonlycompletewhattheycantoconsolidatetheirestablishedrelationswithfirmshavingpreviouslyengagedbutalsostriveunswervinglyandcontinuouslytodevelopandrevitalizeorrejuvenatetheirtradingrelationsbyseekingnewengagements Thefollowingstatementsmightofferyouapanoramicviewtogetherwithanall roundperspectiveandthusfacilitateyourunderstandingandwritingofstructuralpartsoflettersforestablishingbusinessrelations Section1 Refertothesourceofgeneralinformationrelatedtotheaddressee suchastheirnameandaddress telephonenumbers e mailaddressorfax etc e g Wearegiventounderstandthat Wehaveobtainedyournameandaddressfrom Weareindebtedto foryournameandaddress YourfirmhasbeenrecommendedtousbytheChamberCommerce orBankof in Ontherecommendationof wehavelearnedwithpleasurethenameandaddressofyourfirm Wetakethelibertyofwritingtoyouwithaviewtodoingbusinesswithyou Throughthecourtesyof wecometoknowthatyouareoneoftheleadingimportersof chemicalsandpharmaceuticsinyourcountry WelearnedfromtheCommercialCounselor sOfficeinyourcountrythatyouareinterestedinChinesehandicraft WehavelearnedbycourtesyofMr GreenthatyouareoneoftheleadingimportersofChinesechemicalsandpharmaceuticsinyourcountry HavinghadyournameandaddressfromtheCommercialCounselor sOfficeoftheEmbassyof country sname inyourcountry wenowavailourselvesofthisopportunitytowritetoyouandseeifwecanestablishbusinessrelationsbythecommencementofsomepracticaltransactions Section2 Indicateclearlytheintentionoftheletter e g Wearewritingtoyoutoestablishlong standingbusinessrelationswithyou Itishopedthatbyourjointeffortswecanpromotebusinessaswellasfriendship Inordertoenlargeourbusinessscope wearewritingtoyoutoseekpossibilitiesofcoop Wethankyouforyourletterofferingyourservicesandshouldliketodiscussthepossibilityofexpandingtradewithyou Wearewillingtoenterintobusinessrelationswithyourfirmonthebasisofequality mutualbenefitandexchangingwhatonehasforwhatoneneeds Beingspecialized SpecializingintheexportofChineseartandcraftgoods weexpressourdesiretotradewithyouinthisline Weareoneoftheleadingexportersdealingwithelectronicproductsintheareaandtakethisopportunitytoapproachyouinthehopeofestablishingbusinessrelations Section3 Introduceyourfirmbriefly suchasthebusinessscope branchesorliaisonofficesifany financialstandingandcreditrating etc e g Wespecializeintheexportationof Wearealeadingexportcompanyfortextileswithmanyyears experience Ourcompanydealswith handles dealsin tradesin isinthelineof theimportandexportof Weareoneofthelargest importerinourcountryandhavehandledwithvariouskindsoftheproductsforabout years Wehavethepleasureofintroducingourselvestoyouasastate operatedcorporationdealingexclusivelyinlightindustrialgoods Section4 Expresssincerehopeandcordialexpectationforfuturebusinesscooperationandapromptfavorablereply e g Wearelookingforwardtoyourearly prompt favorablereply Weshallbegratefulifyouwouldreplyatanearlydate Yourbestcoopwillbehighlyappreciated Ourmutualunderstandingandcooperationwillcertainlyresultinimportantbusiness NOTE Sometimesthetermsofsalesorpurchasesarementionedwithcatalogues pricelistsandotherdetailsenclosedforreference Ifthewriterintendstopurchaseforimportratherthanforexport he shemayalsomakeclearly conciselybutsimplyhis herrequestsforsamples cataloguesorsometimesforillustratedones latestpricelists andinformationonthetermsofsalesorpayment etc anditisuptothewritertojustdoittheotherway e g Enclosedyouwillfindacopyofourexportlistshowingthemainitemsnowavailableforyourreference Togiveyouageneralideaofourproducts weareairmailingyouunderseparatecoverourcatalogueforyourreference Toacquaintyouwiththelightindustrialgoodswehandle wearesendingyou byseparateairmail acommoditylistandseveralsamplebooksforyourreference Inordertogiveyousomeideaofvariousqualitiesofhandicraftswecarry wehavepleasureinforwardingyoubyairmailonecatalogandafewsamplebooksforyourperusal Wearesendingyoubyairmailabrochureonthevariouskindsofelectronicproductsnowavailableforexport Asrequested weareairmailingtoyou underseparatecover asampleofArt No1101andNo1102foryourreference 2 3SkillsforWritingStructuralPartsofRepliestoLettersforEstablishingBusinessRelations Repliestolettersforestablishingbusinessrelationsshouldbesubmittedcourteously sincerely cordiallyandpromptlyaswell Thefollowingstatementsmightofferyourespectivereferencetoyourwritingoffourcorrespondingstructuralpartsofrepliestolettersforestablishingbusinessrelations Section1 Makethereferenceclearandrespondfavorablyorunfavorably positivelyornegatively e g Wethankyouforyourletterof expressingyourdesiretotradewithusdirect whichcoincideswithours WithreferencetoyourletterofJune27 wearegladtolearnthatyouwishtoenterintotraderelationswithus whichalsomeetsourinterest Astheitemfallswithinthescopeofourbusinessactivities weshallbepleasedtoenterintodirectbusinessrelationswithyou Howeverdesirousweareofestablishingbusinessrelationswithyou weregretbeingunabletodosoasourpreviouscommitmentspreventusfromdoingso Muchtoourregret weareunabletodobusinesswithyoudirect aswehavebeenrepresentedbyMessrs inyourcity Pleaseacceptourregretforhavingtodeclineyourrequestforestablishmentofbusinessrelationswithusastheitemsnamedinyourletterhavebeenexhausted Section2 Stateyourreactionstotheirattemptorrequest e g Incompliancewithyourrequest wearesendingyou underseparatecover ourlatestcatalogueandpricelistcoveringourexportrange Underseparatecover wearesendingyouarangeofsamplesandwefeelconfidentthatyouwillagreethatthegoodsarebothexcellentinqualityandreasonableinpricewhenyouhaveachancetoexaminethem Wehavemuchpleasureinenclosingaquotationsheetforourproductsandtrustthattheirhighqualitywillinduceyoutoplaceatrialorder Ifyoucanassureusofworkableprices excellentqualityandpromptdelivery weshallbeabletodealinthesegoodsonasubstantialscale Section3 Stateorasktheproposedmethodofpaymentorqualitydiscountallowedifnecessary e g Paymentshouldbemadebyirrevocableandconfirmedletterofcredit Paymentshouldbemadebyirrevocableletterofcreditpayableagainstdraftatsight Wearealsointerestedinyourtermsofpaymentandindiscountsofferedforregularorders Ifyoucanreduceyourpriceby5 wetrustthereiseverypossibilityofbringingaboutbusiness Section4 Broadencustomer sinterestbysubmittingadditionalinformation orencourage maintainpossiblefuturebusinessorfurthertrade e g Shouldyouwishtoplaceanorder pleaseEmailorfaxus Weareawaiting lookingforwardtoyourfavorablereply Ifyourpricesarereasonable wearesurewecanconcludesubstantialbusinesswithyou Ifyoufindthepriceagreeable pleasecableusimmediately 2 4SpecimenLettersforEstablishingBusinessRelations Replies LettersforEstablishingBusinessRelationsSpecimenLetter1 Exporter lettertoImporter DearSirs WehaveyournameandaddressthroughtheintroductionofMr E W WorthofSwan Bros HongKong whoisoneofouroldclients Wewishtoinformyouthatwespecializeinexportingchinawareandshallbepleasedtoenterintobusinessrelationswithyou Ifourabovedesirecoincideswithyours pleaseletusknowandkeepusinformedaswellofyourspecificenquiriessothatwecouldbeinapositiontosendourillustratedcatalogueandlatestpricelistforyourreferencewithouttheleastdelay Meanwhile itshallbemuchappreciatedifyoucouldfurnishuswiththenameofyourbankpriortotheconclusionofaninitialtransactionbetweenus Lookingforwardtoreceivingyourfirstenquiry weare Yourssincerely SpecimenLetter2 Self IntroductionofBusinessOperation DearSirs RE TABLECLOTHWehaveyournameandaddressfromtheCommercialOfficeofBritishEmbassyinChina Wetakethisopportunitytowritetoyouwithaviewtosetupfriendlybusinessrelationswithyou Weareastate operatedcompanyspecializingintheexportoftableclothforover20years Wearepresentlyinapositiontoacceptordersaccordingtocustomer ssamples Inthecustomer ssamples requestsabouttheassortedpattern specificationandpackageoftheneededgoodscanbeindicatedparticularly Inordertogiveyouageneralideaofvariouskindsofthetable clothwearehandling weareairmailingyou underseparatecover ourlatestcatalogueforyourreference Pleasekeepuspostedifyouareinterestedinourproducts Wewillsendyouourpricelistandsampletoyouassoonaswereceiveyourspecificinquiry Yourfavorablereplywillbehighlyappreciated Yoursfaithfully SpecimenLetter3 Manufacturer sLettertoaPotentialAgency DearMr Wellington AtthebeginningofOctober IattendedtheGuangzhoutradefair Whilethere IhadaninterestingconversationwithMr DouglasGageofEdutoysPlcaboutselectinganagencyforourteachingaids Douglasdescribedyourdynamicsalesforceandinnovativeapproachtomarketing Heattributedhisowncompany ssuccesstoyourexcellentdistributionnetworkwhichhasservedhimforseveralyears WeneedanorganizationlikeyourstolaunchourproductsintheUK Ourteachingaidscoverthewholefieldofprimaryeducationinallsubjects Ourpatented Martyr mathapparatusisparticularlysuccessful YoumayhavereservationsaboutAmericanteachingaidssuitingyourmarket ThisisnotaproblemsincewehaveacompleterangeofBritishEnglishversions EnclosedyoumayfindanillustratedcatalogueofourBritishEnglisheditionsforyourinformation Pleaseletmehaveyourreactionstothematerialandkeepusinformedifyouareinterested IshallbeinLondonduringthefirsttwoweeksofNovember Perhapswecouldarrangeameetingtodiscussmyproposal Forourcreditstanding pleaserefertothefollowingbank TheBankofChina ShiyanBranch No 88RemminRoad ShiyanCity HubeiProvince PRCYoursfaithfully EdwardRaymondMarketingManager SpecimenLetter4TheGrandResourcesCorp Ltd16LiangmaRoad ChaoyangDistrict Beijing100016 ChinaTel 010 64640000Fax 010 64640000E mail major October5 2005DearSir ThroughthecourtesyofourCommercialCounselor sOfficeinLondon wecometoknowthenameandaddressofyourfirm WenoticethatyouareinterestedinestablishingbusinessrelationswithChina Ourcompanyspecializesinexportingmetalandmineralproductstovariousforeigncountries Wewishtoenterintobusinessrelationswithyoubythecommencementofsomepracticaltransactions Togiveyouageneralideaofthevariouskindsofourproductsavailablenowforexport weareenclosinghereacatalogueandapricelistforyourreference Shouldyoufindinterestinouritems kindlyletusknow Weshallbepleasedtogiveyouourlowestquotationsuponreceiptofyourdetailedrequirements WelookforwardtoreceivingfromyouspecificenquiresYoursfaithfully RepliestoLettersforEstablishingBusinessRelations SpecimenLetter5DearSirs WithreferencetoyourletterofApril13th wearegladtolearnthatyouwishtoenterintotraderelationswithus whichalsomeetsourinterest Togiveyouageneralideaofourproducts wearesendingyoubyairmailacatalogueshowingvariousproductsbeinghandledbythiscorporationwithdetailedspecificationsandmeansofpacking Quotationsandsampleswillbesentuponreceiptofyourspecificenquiries Aswehavenothadthepleasureofdoingbusinesswithyouinthepast wewouldliketoinformyouthatourgoodsforexportaretobeinspectedbytheShanghaiCommodityInspectionBureaubeforeshipment andnecessarycertificatesinregardtothequalityandquantityoftheshipmentwillbeprovided Wearelookingforwardtoyourearlyreply Yoursfaithfully SpecimenLetter6DearSirs YourletterofDec21staddressedtooursistercorporationinShanghaihasbeentransferredtousforattention Astheitemsfallwithinthescopeofourbusinessactivities weshallbepleasedtoenterintodirectbusinessrelationswithyou WehavelearnedthatyouareoneoftheleadingimportersandwholesalersofelectricandelectronicmachineryandequipmentinTanzania Weareexportersofthesamelinesofbusinesswitharelativebackgroundforabout30years andarenowparticularlyinterestedinexportingtoyourcountryelectronicproductsofalltypes Allkindsofourproductsaregoodsellersandworthcommendationfortheirexcellentquality Ifyouareinterestedinmarketingtheseproductsatyourend pleasedletusknowandweshallbepleasedtosendyouourquotationsandsamplebooksuponreceiptofyourspecificenquiries Welookforwardtoyourfavorablereply Yoursfaithfully Summary Establishingbusinessrelationswithprospectivedealersisaprimarilyimportantstepbeforeatransactionininternationaltradeeitherforabrand newlyestablishedfirmoranalreadyestablishedonethatstrivestoenlargeitsbusinessscopeandturnover Thus itbecomesapriorityfordealerstofindpartnersbeforeinternationaltransactions Usuallyadealerorbusinessmanmayapproachitsnewbusinesscounterparts 对应或对等的人或物 abroadorobtainnecessaryinformationthroughanyofthefollowingthreechannels i e IntroductionfromaThirdPerson MultimediaorMassMediaandSelf AssistedEfforts Havingapproacheditsnewbusinesscounterpartsabroadorobtainednecessaryinformationaboutprospectivedealerthroughanyoftheabove mentionedchannels itisthetimetodiscriminateandselectamongprospectivedealers andthenwriteonlytothosewithsoundfinancialstandingandcreditrating Structuralanalysisofwritingtoestablishbusinessrelationsanditsreplymayhelpreinforceandstrengthenyourimpressionandunderstandingofthefourstructuralpartsofwritingfortheestablishmentofbusinessrelationsandthoseofitsreplies Specimenletters usefulwordsandexpressionsandconventionalitiesforwritingtoestablishbusinessrelationsandtheirrepliesmayserviceasreferenceorguidelinesforskillfulpracticeinthisfield Exercises Directions Completethefollowingletterwiththephrasesandsentencesgiven enterintobusinessrelationswithyou wearesendingyoubyseparateairmailacopyofourlatestcatalogue LearningfromtheCommercialCounselor sOfficeofourEmbassyinyourcountry specializingintheexportofcannedgoods DearSirs 1thatyouareoneoftheleadingimportersofcannedfoodstuffs wehavethepleasureofintroducingourselvestoyouasastatecorporation 2andexpressourdesireto3 Inordertogiveyouageneralideaofourcannedgoods 4 Quotationsandsampleswillbesenttoyouuponreceiptofyourspecificenquiries Wearelookingforwardwithinteresttohearingfromyou Faithfullyyours Answer 1LearningfromtheCommercialCounselor sOfficeofourEmbassyinyourcountry2specializingintheexportofcannedgoods3enterintobusinessrelationswithyou4wearesendingyoubyseparateairmailacopyofourlatestcatalogue Directions Rearrangethefollowingletterlogicallywiththesentencesgiven Wewishtoestablishbusinessrelationsbythecommencementofsomepracticaltransaction Acopyofyourlettertothateffecthasbeenhandedtous Atthesametimewewanttoknowyourdetailsandpricesofvariouskindsofgoodsyouwouldbeinterestedinselling Anyspecificenquiriesfromyouwouldbeappreciated Welookforwardtoreceivingfromyougoodnews Wewouldbegladtostudythesalespossibilitiesinourmarket TheCommercialCounselor sOfficeoftheEmbassyofyourcountryinChinahasconveyedtousyourdesireandproposaltoestablishbusinessrelationswiththeForeignTradeCorporationofChina Togiveageneralideaofthevariouskindsoft