Unit Two establishment of business relations

1、 Unit Two Establishing Business Relations Objectives 1. To learn methods of establishing business relationships. 2. To learn the format of the letter 3. To learn useful terms and expressions used in some Sample letters 1.What is the importance of establishing trade relations? To establish business r

2、elations with prospective dealers is the base of starting and developing business. It is vitally important for both a new dealer and an old one. I. Steps to establish business relationshipsFirst of all, a dealer should try to find partners.Secondly, he can send letters to his partners who interest h

3、im. At last, he may express his expectation of cooperation and an early reply.II. Channels to establish business relations.n 1.Internetn 2.Banksn 3.Chamber of Commerce; ( (CCOIC: China Chamber of International Commerce中国国际商会中国国际商会)n 4.Commercial Counselors Office;n 5.Attendance at all kinds of commo

4、dities fairs; nthe Commercial Counselors Office商商务参赞处务参赞处 nEmbassy大使馆大使馆nChina Council for the Promotion of International Trade中国国际贸易促进委中国国际贸易促进委员会员会 n6.Mutual visits and business negotiationsn 7.Advertisements in the newspaper or periodicalsn 8.Self-introduction and introduction from other firms an

5、d friends.III. Structure of the correspondence relating to start business relations. 1). Opening paragraphn Tell the other party how you get to know their name and address and state your intention. 2). Transitional Paragraph a brief introduction of ones own company, including: the business scope, cr

6、edit standing or financial positions, products and services that can be provided, etc. 3). Closing paragraph Express your strong desire to establish business relation with them and your wish to get a favorable reply.Dear Sirs, We write to introduce ourselves as one of the leading exporters of medici

7、nes here in China. We enclose a copy of our latest catalog covering the details of all the items available at present, and hope some of these items will be of interest to you. It will be a great pleasure to receive your inquiries for any of the items mentioned here, and against which we will send yo

8、u our lowest quotations. We are looking for ward to receiving your reply. Yours faithfully, Dear Sirs， We have obtained your address from the Commercial Counselors Office of your embassy in London and are now writing you for the establishment of business relations. We are very well connected with al

9、l the major dealers here of light industrial products, and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive prices. Please let us have all necessary information regarding your products for export. Yours sincerely, Dear Sirs, We have got to know that you ar

10、e a leading importer of garments and at present you are in the market for sporting shirts. We, therefore, take pleasure in informing you that we are an enterprise manufacturing shirts. The products manufactured here have been proved by a scrupulous test to be sound. The designs of the shirts have be

11、en clearly explained in our illustrated catalogue enclosed. If you have interest in dealing with us in any types of the goods shown in our catalogue, please inform us of your requirements. Your immediate reply would be highly appreciated. Yours faithfully,Things you should write in a letter (1) the

12、sources of information related to the addressee, for example, how you know his name and addresse.g.: We have your name and address from the Commercial Counselors Office of your embassy in Beijing. Your firm has been recommended to us by Bank of China in Beijing. your intention, i.e. why you are writ

13、ing to hime.g.: We would be pleased to establish business relationships with you. We are willing to enter into business relationships with your company on the basis of equality and mutual benefit. Things you should write in a letter (2) a brief introduction of your firm, e.g. yourbusiness scope, you

14、r branches, your financial standing and credit rating, etc.e.g.: We have the pleasure of introducing ourselves to you as a state-operated corporation dealing exclusively in light industrial goods. We are one of the largest importers of cotton and woolen piece goods in this city. Sometimes the terms

15、of sales or purchases are mentioned and catalogues, price lists and other details enclosed for reference.e.g.: Enclosed you will find a copy of our export list showing the main items now available for your reference. Dear Sirs, You have been introduced to us by the British Chamber of Commerce and In

16、dustry as a prospective buyer of Chinese washing machines. Please find enclosed a brochure and a copy of our price list that will give you a general idea of our products available for export. Our quotation, price sheets and sample books are available upon inquiry. We look forward to your reply and t

17、he prospects of future business. Yours faithfully,IV. Useful Expressions of Sample letters1. How do you get to know the other party?nhave learned/heard/noted/noticed/obtained your name and address from that n owe tonThrough the courtesy of we have heard that n has been kind/good enough to inform us

18、thatE.g.1) We have learned your name and address from the trade magazine “The business world” that you are in the market for sporting goods.2) We owe/come to know/have obtained your name and address to/through/from the commercial Counselors office of the Swedish Embassy in Beijing. 信息来源信息来源(1)We lea

19、rn your company from.that.we learn your company from the internet that you are one of the leading manufacturers in this line.我们从网上了解到贵公司是这一行业的主要生产商之一.(2)we owe your name and address to.we owe your name and address to The Journal of Commerce.我们从商业日报.得知贵公司的名称和地址.(3)Having had/obtained the name and add

20、ress.through.Having had/obtained the name and address of your company through ABC Trading Company,we know that you deal in textiles.通过ABC贸易公司的介绍，我们得知贵公司的名称和地址，并熟悉你方经营纺织品2. deal in =handle / deal withne.g. We have dealt in the export of washing machines for about ten years. n We handle the import and

21、 export business of chemical products. n We wish to deal with you in this line. sb. handle/deal in/trade in/ be in the line of or sth fall/come/lie/be/come under/within the scope of ones business activities nWe are the chief cigarette packing materials exporter in Austria and are thankful to the Chi

22、nese Embassy in Vienna for giving your name.我们是奥地利主要的香烟原辅材料出口商。感谢驻维也纳的中国使馆向我们提供了你们的名称。 n Specializing / Being experienced / Dealing exclusively in the export of Chinese arts & crafts goods, we express our desire to trade with you in this line. (1)Were.handling.We are an importer/exporter handlin

23、g textiles for many years. Our products have enjoyed a high reputation in the world for their good quality and reasonable price.我公司作为纺织品进口商/出口商已有多年.我们的产品质量好，价格合理，在世界上享有极高的声誉.Were a state-owed corporation handling both import and export of toys我们是国营企业，经营玩具的进出口业务。(2).introduce ourselves as.with.We are

24、 writing to introduce ourselves as dealers in foodstuffs with good connections in the country.现函告，我公司为食品大经销商，在国内拥有大批客户.We take this opportunity to introduce ourselves as exporter dealing exclusively in Garments.我们利用此机会介绍，我公司为专门经营服装的出口商. (3)Were well experienced in the import ofWere well experienced

25、in the import of all kinds of toys在玩具的进出口方面我们很有经验（4）.Our business line is/.falls within our business scope/.Being specialized in the import ofwe wish to我们经营./属于我方经营范围/主要经营的进口，我们想2.establish business relations enter into business relations promote business relations strengthen business relations set

26、up business relations e.g. Since our government adopted the open economic policy, we are willing to enter into business relation with you. nWe are willing / glad / pleased / keen / eager / ready to enter into business relations with your company on the basis of equality and mutual benefit. (1) We ar

27、e writing /We would like to take this opportunity to enter into /open up /establish business relations We are writing you and hope to enter into business relations with you.我们今天写信给你方建立业务关系.We are writing you and willing to open up business relations with you.我们写信与你联系，以期与贵公司建立业务联系.We would like to ta

28、ke this opportunity to establish business relations with you.我们愿借此机会与贵公司建立业务联系.4.at an early date at your earliest convenience soon as soon as possible before long in near future without delay with the least possible delay nThrough courtesy of Mr. Greenhow We have learned that your are one of the le

29、ading importers of Chinese chemicals and pharmaceuticals in your country.承蒙格林豪先生介绍， 我们得知你们是贵国中国化工产品和药品的主要进口商之一。 take this opportunity to- take advantage of this opportunity avail ourselves of this opportunity e.g. We take this opportunity to express our great appreciation for your cooperation. nWe r

30、egret that we cannot take advantage of your offer dated July 8.nWe hope to take advantage of this opportunity to build up more trade channels. 6. Enclosed please find- Please find enclosed- We enclose- Enclosed are-随函寄随函寄- 请查收请查收Several of our customers have recently expressed interest in your produ

31、cts and we are enclosing our inquiry for 1,000 pieces of Childrens Bicycles.(现随函附上我方有关一千辆童现随函附上我方有关一千辆童车的询盘车的询盘). nWe enclose a copy of our new price list. nPlease refer to the pricelist enclosed with our letter of July 8. n请查收附在请查收附在7月月8日信内的价目表。日信内的价目表。nEnclosed please find some sample cuttings. n随

32、函附寄一些剪样，请查收。随函附寄一些剪样，请查收。 We have enclosed a copy of our quotation for your information. 我们随函附上一份我们的报价单供你们了解。我们随函附上一份我们的报价单供你们了解。 Enclosed please find a complete set of shipping documents. 随函寄去一整套货运单据，请查收。随函寄去一整套货运单据，请查收。 Enclosed is our order for the following items. 随函附上我们的订单，订购下列产品。随函附上我们的订单，订购下列

33、产品。7.in a position to be able to can see ones way clear to manage to do sth.e.g. We are not in a position to take on new business at present . We are in a position to offer you 500 dozen “Red Star” brand mens shirts. We cant see our way clear to grant your request. We hope you will see your way to a

34、ccept our order. We regret to say that we cannot see our way to comply with your request. be in a position to do sth. 能够能够 be not in a position/in no position to do sth. 不能做某事不能做某事be in a good position to do sth. 很有能力做某事，完全能做某事很有能力做某事，完全能做某事be in a difficult position to do sth.很难做某事很难做某事We are very

35、sorry to say that we are not in a position to agree on your counter-offer. We are in a position to offer you 50 metric tons of soybean, 2002 crop. 我方可以报给你方五十公吨大豆，我方可以报给你方五十公吨大豆，2002年收年收成的成的 。 8. specify v.t. Terms of payment are specified in great detail in our contract. As specified in the L/C, the

36、 port of destination is New York. 9.state-operated corporation state-owned corporation collective-owned corporation private-owned corporation n10. Under separate cover= by another mailn （另寄）（另寄） ne.g. We have sent you under separate cover a range of pamphlets for your information.n我们另函给你们寄去了一系列的小册子供

37、你们了解情况。11.for your reference（examination): For your information供你参考for your reference 供你参考for your consideration /study/examination 供你研究for your record 供你记录for your file 供你存档for your perusal 供你详阅 e.g. A market survey will be sent to you for your reference.12. available adj. 可利用的，可供应的，可得到可利用的，可供应的，可得

38、到 的的( (做定语时前置后置均可，后置较为常用做定语时前置后置均可，后置较为常用) )。 commodities available for export 供出口的商品供出口的商品 not available 缺货缺货 The only opportunity available now is the Harbin Fair. 目前唯一的机会就是哈尔滨交易会。目前唯一的机会就是哈尔滨交易会。 We are sending you under cover a catalog covering the goods available at present. 随函附上一份我方目前可供之货的目录单。

39、随函附上一份我方目前可供之货的目录单。 13. by return= as soon as possible We trust that you will send us your reply by return. 14. put through business =conclusion of business 成交 close business close a deal come to terms come to business close a bargain conclude a transaction strike a deal 15. In the market for: want

40、to buy We are in the market for wool. Find a market: 找销路 We are trying to find a market for this article.16.Article/goods/product/commodity/item/merchandize 产品说明产品说明（1）We are always in a position to quote you the most advantageous prices for higher quality merchandise.我们始终能向贵方提供品质最佳的产品，报价最为优惠。（2）We

41、are always improving our design and patterns to confirm to the world market。我们一直在提高我们产品的设计水平，以满足世界市场的水平。（3）This new product is to the taste of Euro pear market。这种新产品欧洲很受欢迎。（4）Fine quality as well as low price will help push the sales of your product。优良的质量和较低的（5）This product is now in great demand an

42、d we have on hand many enquire from other countries。这种产品现在需求量很大，我们手头上来自很多国家的询盘 n介绍公司有三点一定要讲到：n业务讲到业务讲到：要让客户清楚我们能为您提供什么，做什么，如何合作。n实力谈到实力谈到：要让客户明白和我们合作为什么可以放心。n案例说到案例说到：要让客户知道我们不是在说大话，有很多用户和我们一起取得了成功，并有案可查。 越是要做大项目，越是要让别人觉得你是一个值得交越是要做大项目，越是要让别人觉得你是一个值得交的朋友，而不是一个销售经理，所以未必要急于马上的朋友，而不是一个销售经理，所以未必要急于马上或者长

43、篇大论介绍公司，要巧妙用自己推销公司，用或者长篇大论介绍公司，要巧妙用自己推销公司，用公司推销自己。公司推销自己。 在介绍公司有“三讲” 窍门。 讲故事讲故事 不要呆板的介绍公司，而是要讲故创业事。例如我们谈公司人数可以请用户看老照片，结合老照片讲公司创业艰辛到发展壮大历程，边讲边和客户互动，看着老照片，听着软件人创业的故事，客户就容易从心理上接受这个朴实认真的公司了。 讲特色讲特色 特色主要指软件管理和业务上的特点。 一般管理上特色是结合组织机构介绍进行的，要给客户生动介绍公司的组织机构，介绍人可以和企业采用比方的方法，讲软件研发部就和客户比方成企业的生产车间，到测试组就和客户比方成企业的质

44、检车间，这样企业就很快明白组织结构的作用和价值了。 业务特点是请客户看软件研发工具，例如请他们看源代码管理工具，看安全保密工具，请他们看软件自动测试工具，这些是客户很少见到，但见到后又很容易认可软件公司规范可靠的细节管理，而且有新鲜感。 讲文化讲文化 在给客户在公司做介绍，不仅仅要介绍公司经历和管理特色，还要通过这些内容突出我们公司文化价值观，形成和客户的共鸣。 n敬启者：敬启者：n 我方从北京日报上得知贵公司是家用电器的主要我方从北京日报上得知贵公司是家用电器的主要进口商，目前贵方想购买电风扇。进口商，目前贵方想购买电风扇。n 因此，我方非常高兴地告诉贵方，我厂生产各种电因此，我方非常高兴地

45、告诉贵方，我厂生产各种电风扇，产品质量和性能都经过严格检验，特别是近期风扇，产品质量和性能都经过严格检验，特别是近期生产的生产的“凌空凌空”风扇有许多改进之处，深信它会畅销贵风扇有许多改进之处，深信它会畅销贵方市场。我想通过与贵公司建立业务关系，共同努力，方市场。我想通过与贵公司建立业务关系，共同努力，扩大我们的业务范围。扩大我们的业务范围。n 关于我方的资信情况，请向中国银行广州分行查询。关于我方的资信情况，请向中国银行广州分行查询。n 期盼贵方早日回复！期盼贵方早日回复！n 谨上谨上 nDear Sirs,n We understand your company from Beijing

46、Daily that you are the main importer of electrical appliance, and you want to purchase presently fanners.n Therefore, we are glad to inform you that we produce all kinds of fanners and they are of good quality and function. All of them must be checked up strictly. It is worth introducing LingKong Br

47、and fanner which has been improved a lot recently. We are sure that it can be sold well in your market. We want to establish business relations with your firm and make efforts together to expand our business.n For our credit standing, please refer to the following bank: Branch Bank of Guangzhou of B

48、ank of China.n Thank you for your attention and looking forward to your prompt reply. n Yours faithfully,n Zhanfei Zhanfein DirectorHomework: Write a letter to a foreign company for establishing business relations covering the following contents:n1. the source of your informationn2. your intention n

49、3. your business scope n4. your expectation 请根据以下四个部分内容，完成一封建立业务关系的英文商业信函。 说明信息来源您好，今年4月的广交会（Guangzhou Export Commodities Fair）上，我们对一种电动缝纫机（Electric Sewing Machine）留下深刻印象。后来，我们得知您是这种缝纫机的生产商。2. 自我介绍过去20多年来，我们一直是上海最大的轻工业产品 经销商之一。3. 说明写信目的我们的一个客户有意购买400台这种缝纫机。如果您能告诉我们最低价格，我们将不胜感激。回信时，请说明交货的最早可能日期。4. 表达

50、合作愿望我们期待尽快收到您的回音。 您好，今年4月的广交会上，我们对一种电动缝纫机留下深刻印象。Dear Sirs,We were much impressed by a kind of Electric Sewing Machine at the Guangzhou Export Commodities Fair this April.还可以说 deeply impressed by，或者We had a deep impression of, 或者 Sth has left an deep impression on us. 后来，我们得知您是这种缝纫机的生产商。And we were t

51、old later that you are the manufacturer of these ducer也可以，但是会与后面的product形成重复。还可以用we learnt，或者we got to know.或者用since then，但是时态要改成完成式过去20多年来，我们一直是上海最大的轻工业产品经销商之一。We have been one of the largest dealers of light industrial product in Shanghai for over 20 years.注意“一直”译成现在完成时即可，不能译成always（总是）。