商务英语课程课件

1、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,Readi

2、ng 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 _ of business relations is one of the important _in the field of foreign trade as a foreign-trade firm needs extensive

3、business _to _or expand its business activities. _ must not only do everything possible to _their established relations with firms having previous business but also develop and_their trade by searching for new _from time to time. To find out whom a firm is dealing with, information is _ through diff

4、erent _. After that, letters or _ should be sent to the parties concerned to express simply, clearly and concisely what they can _ or what they expect to _,1. Establishing business relations,establishment,undertakings,connections,maintain,Traders,consolidate,revitalize,connections,obtainable,channel

5、s,circulars,sell,buy,2. Discussion1）Work in pairs or small groups to work out 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 establis

6、h 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

7、 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?

8、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 t

9、he 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 s

10、ales 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

11、 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

12、 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 you

13、ll 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 impo

14、rtant 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 bus

15、iness 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

16、 along every time,WHY SNAIL MAIL IS STILL NEEDED,Lettersnow fondly known as “snail mail are 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,

17、 caring or impressive (if printed on good paper). They can be a useful back-up to important emailed 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 email. They can be sent to

18、 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

19、 blanks according to the information you hear,The most important problem in _ is how to _. The buyers want to know where the _are, while the sellers want to know where to find their _. Generally speaking, more _(except very few important materials such as_ When the visitor comes into your room or of

20、fice; 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 t

21、he business situation. 2) Non-verbal greetings Non-verbal greetings include shaking hands, kissing and bowing,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, cu

22、lture, etc. ) previous visits the event ( the party, the 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, th

23、e 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 pur

24、pose 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 emphatic

25、ally 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

26、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

27、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 whil

28、e 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 Ma

29、nager 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 le

30、ading 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

31、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, Ch

32、en 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

33、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 i

34、ndebted to one of our business friends for your name and address. We have the pleasure to introduce ourselves to you with the hope that we may have an opportunity of cooperating with you in your business extension. We take the liberty of writing to you with a view to doing business with you. We are

35、one of the largest textile importers in our country. We have handled this commodity for more than 20 years and have connections all over the world. We are a state-operated company, handling the export of animal byproducts and we are willing to enter into business relations with your firm. Specializi

36、ng in the export of Chinese foodstuffs, we wish to express our desire to trade with you in this line,Compose two letters with the following particulars: 1）A letter of establishing business relations a. express your desire of establishing business relations; b. obtained the relevant information from

37、a certain channel c. you specialize in exporting chemicals d. enclose a copy of your latest catalogue 2) A letter of replying to the above a. acknowledge the receipt of the above letter; b. agree to their proposal of establishing business relations; c. give the name of your bank,Writing Practice,Fol

38、low-up Practice,Practice makes perfect,We will practice what we have learnt in this unit,Yes, lets do it,What would you say,1. You come to the air port to meet your foreign customer. After greeting and introduction, you can say: a. _( the journey) b. _(weather) c. _ (the food and drink) d._ (the cit

39、y) e._ (the event) f._ ( the others) 2. If you want to introduce your company, you can say: a. _ b. _ c. _ d. _ e. _,1. Questions and Answers,3. If you want to introduce your products, you can say: a. _ b. _ c. _ d. _ e. _ 4. If you want to express your desire and expectations, you can say: a. _ b.

40、_ c. _ d. _ e. _,What would you say,2. Etiquette Quiz,1. Your boss, Ms. White, enters the room when youre meeting with an important client, Mr. Smith. You rise and say Ms. White, Id like you to meet Mr. Smith, our client from New York. Is this introduction correct? Answer: 2. At a social function, y

41、ou meet the CEO of an important corporation. After a brief chat, you give him your business card. Is this correct? Answer: 3. Youre entering a cab with an important client. You position yourself so the client is seated curbside. Is this correct? Answer: 4. Youre hosting a dinner at a restaurant. You

42、ve pre-ordered for everyone and indicated where they should sit. Are you correct? Answer,No. Introduce the more important person first. You should address your client and say “Mr. Smith, Id like you to meet our Vice President , Ms. White.” (Alternative answer 一introduce the client as the more import

43、ant person,No,Yes. When your client steps out of the car, he or she will be on the curbside and therefore wont have to deal with getting out in traffic or sliding across the seat,Yes,5. A toast has been proposed in your honor. You say thank you and take a sip of your drink. Are you correct? Answer:

44、6. Youre in a restaurant and a thin soup is served in a cup with no handles. To eat it you should: a. Pick it up and drink it. b. Use the spoon provided. c. Eat half of it with a spoon and drink the remainder. Answer: 7. Youre at a dinner and champagne is served with the dessert. You simply cant dri

45、nk champagne, yet know the host will be offering a toast. You should: a.Tell the waiter no champagne. b. Turn over your glass. c.Ask the waiter to pour water into your champagne glass instead. d. Say nothing and allow the champagne to be poured. Answer,No. If you do, then youre toasting yourself,b.

46、Use the spoon provided. Its not a cup of coffee, for heavens sake. And dont slurp, either,d. Say nothing and allow the champagne to be poured. Its more polite not to call attention to the fact that you cant drink champagne,8. Youre at a table in a restaurant for a business dinner. Midway through the

47、 meal, youre called to the telephone. What do you do with your napkin? a.Take it with you. b.Fold it and place it to the left of your plate. c. Loosely fold it and place it on the right side. d. Leave it on your chair. Answer: 9. Youre hosting a dinner party at a restaurant. Included are two other c

48、ouples, and your most valuable client and his wife. You instruct the waiter to: a.Serve your spouse first. b.Serve your clients spouse first. c.Serve you and your spouse last. Answer: 10. Youre invited to a reception and the invitation states 7:00 to 9:00 PM.“ You should: a.Arrive at 7:00 PM. b.Arri

49、ve any time between 7:00 PM and 9:00 PM. c.Arrive between 7:00 PM and 7:30 PM. d.Go early and leave early. Answer,d. Leave it on your chair. Definitely dont put it on the table 一 what if you have crumbs on it,b and c Serve your clients spouse first. Serve you and your spouse last. Sort of a trick qu

50、estion, but this is important,a, b, or c Arrive at 7:00 PM. Arrive any time between 7:00 PM and 9:00 PM. Arrive between 7:00 PM and 7:30 PM. Its terribly impolite to arrive early,11.Youre talking with a group of four people. With whom do you make eye contact? a.just the person to whom youre speaking

51、 at the moment b.each of the four, moving your eye contact from one to another c. no particular person Answer: 12. The waiter is coming toward you to serve wine. You dont want any. You turn your glass upside down. Are you correct? Answer: 13. When you greet a visitor in your office, you should: a. S

52、ay nothing and let her sit where she wishes. b. Tell her where to sit. c. Say Just sit anywhere. Answer,b. Make eye contact with all of the individuals youre talking with,No. Again, dont call attention to your dislike of your hosts chosen beverage,b. Indicating where your guest should sit will make

53、her feel more comfortable,14. Youre scheduled to meet a business associate for a working lunch and you arrive a few minutes early to find a suitable table. Thirty minutes later your associate still hasnt arrived. You should: a. Order your lunch and eat. b. Continue waiting. c. Tell the head waiter y

54、oure not staying and give him a card to present it to your associate to prove you were there. d. Call your associate after fifteen more minutes. Answer: 15. Youve forgotten a lunch with a business associate. You feel terrible and know hes furious. You should: a. Write a letter of apology b. Send flo

55、wers. c. Keep quiet and hope he forgets about it. d. Call and set up another appointment. Answer,a. Order your lunch and eat. Youve waited 30 minutes. Expect an apology later, though,d. Call and set up another appointment. And dont forget to apologize for your error. Imagine how youd feel if it was

56、you,13-15:Congratulations! Youre savvy and polite, and know how to make others feel comfortable and important. 10-12:Youre doing well, but you may miss a detail here and there. Take a little time to brush up. 9 or below: You may find yourself doing or saying the wrong thing too often. Observe the behavior of others and learn from it,Did you fare well in the quiz,3.Presentation PracticeMake a short presentation on one of the following topics. Try to find as much information