国际商务函电Unit 6 Sales Promotion

1、Unit6 Sales promotion推销信外贸英语函电外贸英语函电Types for Sales PromotionnSales letter 推销信nReviver 振兴信nFollow-up letter 回访信或随访信It is used to find new customers, and to persuade the reader to buy the sellers product so as to expand business. A good Sales Letter should be able to:a) catch the attention （吸引注意） b)

2、arouse the interest（引起兴趣）c) Stimulate the desire（激发欲望）d) induce the action （促使行动）Sales Letter(推销信推销信) Principles for Sales LettersnKeep it as short as possiblenArouse readers interest in the opening paragraphnGive the letter an attractive look and make it personal.nPoint out the benefits of your pro

3、ducts from the buyers point of viewnConvince the reader by evidence (figures, facts and opinions )A Reviver(振兴信振兴信)It is another kind of business letter which is to retain or regain old customers. It usually contains the following elements:a) review previous good cooperation;b) add a favorable comme

4、nt on the goodsc) offer a generous discountd) look forward to receiving a new order A Follow-up Letter (随访信随访信)It is to discreetly enquire into the reason why the offerer has not received an order from the offeree. Such letters should include the following aspects:a) refer to the buyers inquiry and

5、the sellers offer;b) express regret that no order has been received and enquire into the reason;c) point out some new selling-points and arguments, and add a favorable comment on the goods;d) repeat the hope to receive an order from the buyer.Letter 1: Sales LetterMike RichA new customer Helen Wills

6、 Sales assistant Dear Sir or Madam: One will certainly feel pleased with ladies dress that are beautiful in pattern, elegant in style and reasonable in prices. These are just the characteristics of our ladies dresses for export. The range of our ladies dresses is extensive. They are all made of sele

7、cted fabrics and deliberately designed, cut, stitched and trimmed. A catalog has been enclosed. Please let us have your specific enquiry enabling us to dispatch samples and make quotations. Yours sincerely, Helen Wills Move 1. Describe the pattern, style and price of the productsMove 2. Describe the

8、 range, fabrics and making of the productsMove 3. Enclose a catalogueMove 4. Ask for a specific enquiryLetter 2: Reviver letter Mr. JonesAn old customerBut has not made purchase for longRobin Williams Sales assistant Trying to “re-activate”Mr. Jones purchaseNewly introduced productLetter 2: Product

9、promotion Dear Mr. Jones, As you may know, considerable interest was shown in our new product following its recent introduction into overseas markets. We believe you may be interested in personally evaluating its outstanding qualities, and have taken the liberty of forwarding under separate air ship

10、ment directly to your attention. Customers who have ordered this highly innovative machine on a trial basis have praised its unique features, especially its completely automated operation, and have placed repeated order. By integrating this revolutionary new machine into your manufacturing system, w

11、e feel sure your production volume can be substantially increased. We are looking forward to your reply. Very truly yours, obin Williams Move 1. Introduce the new product to the old customerMove 2. Airmail a sampleMove 3. Feedback from other customersMove 4. Suggest the potential benefit to the rece

12、iverMove 5. Hope for the replyComment: no mention of previous business振兴信 （Reviver）的模板：nLooking through our record we note with regret that from xx to xx/last year/2 months ago you bought a large quantity offrom us. But recently, we didnt have the pleasure of an order from you.nWe think you may be i

13、nterested to know that we have a residue stock of 307 sets of which you bought from us in substantial quantity previously. We are prepared to clear the stock by allowing you a generous discount, sayon the current price ofThis offer is subject to your reply reaching here OrnWe think you may be intere

14、sted in some of our new products, which you can find in the enclosed catalogue. If any of the items illustrated in the catalogue interest you, please do not hesitate to let us know. We will make you offers upon receipt of your detailed requirements. We sincerely hope to conclude some satisfactory tr

15、ansaction with you in the near future. Letter 3 A Follow-up letter Dear Sirs, We trust by now you have carefully studied our offer of carpets as well as the quality and patterns of our samples sent to you on April 23. Much to our regret, however, we have not received any orders from you ever since.

16、As we are certain that we are offering sound products at reasonable prices, we feel sure that you will find a ready sale for our carpets in your market. If you require further information about our products before deciding to place an order, we will promptly sent with pleasure any additional particu

17、lars and samples you may wish on receiving you instructions. For your convenience, we are enclosing an order form and we hope you will see your way to accept our offer at an early date. Yours faithfully, Jason Wang随访信（Follow-up）的模板：nWe wrote you on xx in reply to your enquiry for However, up to the

18、present writing, we have not the pleasure of hearing from you. Your silence leads us to think that there must be something that prevents you from placing order with us.nPerhaps it is because of the price. Now, we are pleased to give you the best price as follows for your consideration. We sincerely

19、hope to conclude some satisfactory transaction with you in the near future.ornPerhaps it is because you could not find the model you require from the catalogue sent by us. Now we enclose a copy of our newest catalogues. If any of the items illustrated in the catalogue interest you, please do not hes

20、itate to let us know. We will make you offers upon receipt of your detailed requirements. We sincerely hope to conclude some satisfactory transaction with you in the near future.Vocabulary(课后有的）nPay 值得Study hard, it will pay.nResidue 剩余We have a residue stock of 307 sets bicycles.nNext 次于Next newest

21、nGenerous 慷慨的We will allow you generous discount.Generosity 慷慨Thank you for your generosity.nPreclude 阻止某人做某事=prevent Preclude sb from doing sth1. fail their expectationtheir expectation doesnt realizeMany cases prevented their expectation to be realized.fail sb.: not to do what sb. has trusted you

22、to doI feel Ive failed my children by not spending more time with them.我觉得我使孩子们失望了，因为我没能多化些时间陪伴他们。2. infantvery young child or baby婴幼儿infants: children in school in Britain between the age of 4 and 8 学童（复数）adv. infant industry 新兴产业， infant company初创的公司3. teenager(American informal) someone who is be

23、tween 13 and 19 years old 少年 4. make a point (of doing sth. / to do sth.)decide, treat sth. as essential5. pay合算，值得，有利，有好处If a particular action pays, it means that it brings a good result or advantage for youCrime doesnt pay.犯罪不会有好结果。It usually pays to tell the truth.讲真话通常有好处。6. proposition主张，观点，见解

24、a statement that consists of a carefully considered opinion or judgmentMarx accepted several of the key propositions developed by Adam Smith.马克思采纳了亚当斯密斯阐述的几个主要观点7. to ones satisfactionto make sb. feel pleased使感到满意Finally we got the furniture arranged to her satisfaction.我们终于把家具布置得令她满意。Letter-6(2)(Th

25、e Riviver)residue stock库存剩余库存剩余stock1) n.a.存货，单复数皆可，复数为多存货，单复数皆可，复数为多Spot stocks are insufficient to meet demand.现货不够满足需要。现货不够满足需要。Our stocks are running short.我们的存货日渐我们的存货日渐减少。减少。Stock are light with active demand.需求活跃，需求活跃，存货不足。存货不足。b. stock in / of +具体所存商品具体所存商品At the moment, we have only a limit

26、ed stock in / of linen goods.我们目前仅有有限的我们目前仅有有限的亚麻制品存货亚麻制品存货。c.储存，不可数，常与介词搭配储存，不可数，常与介词搭配in stock / out of stock / from stock (ex stock) ready stock现货现货We have at present only 50 metric tons of walnutmeat in stock.我们目前只有我们目前只有50吨核桃仁现货。吨核桃仁现货。Only Type 12 is in stock. Type 28 is out of stock.仅仅12型有货型有

27、货,18型已卖完。型已卖完。We have run out of stock.我们的存货已卖完。我们的存货已卖完。We can supply this quantity from stock (ex stock).我们可以从现货中供应此数量。我们可以从现货中供应此数量。2) v.有存货有存货,备有备有We are well stocked with mens shirts of different sizes.我方备有充足的各种尺码的男式衬衫。我方备有充足的各种尺码的男式衬衫。Letter-6(3)(A Follow-up Letter) command ready sales畅销畅销comm

28、and: deserve and get 应得并获得，博得Dr. Young commands a great deal of respect as a surgeon.作为一个外科医生，扬博士赢得极大的尊敬。“Supermodels” can command extremely high fee.“超级模特”能获取巨大报酬。Sale n.销路Bicycles command a ready sale in the US market.自行车在美国市场很畅销。Is there any sale for this article?这一商品有销路吗？Words & PhrasesnAdva

29、ntage (n)有利有利1.Take advantage of We have decided to have an agent in Kenya in order to take advantage of the growing demand there for our products.2.This type of metal has the advantage of being substantially cheaper.3.We dont see any advantage in signing the contract right now.4.To sbs advantage/to

30、 the advantage of sth/sb To our mutual advantage nAdvantageous (adj.)有利的This trade agreement is advantageous to both countries.nInterest (n.)1.兴趣 We have interest in a few items in your catalogue. Meet ones interest2.利益 We think that it would be to your interest to have an agent in the north as well

31、 as in the south.3.利息 The rate of interest has gone up as high as 12% per annum.nInterest (v.)引起兴趣 Your price are too high to interest buyers in making counter-offer.nInterested (adj.)有兴趣的 If you are interested in any of our products, please let us know your detailed requirements.nInteresting (adj.)

32、有意思的 This book is interesting.answer 1.Under separate cover, we have airmailed samples of our new articles for your reference. These new articles are moderate in price and excellent in quality. We think it will be to your interest to promote sales of them at an early date. 2.Since the required artic

33、les are not available, we would like to recommend the under mentioned (following) products which can be supplied from stock for prompt shipment. This recommendation is made to the interest of both parties. 3.Thank you for your letter of Nov.We regret that your electric fan Art.2112 is difficult to p

34、romote sales as your price is too high to induce buyers to make a count-offer. 4.Regarding your application for attending the Guangzhou Fair, we are contacting the relevant authorities and shall inform you as soon as the application is approved. 5.To support your sales, we have specially prepared so

35、me samples of our poplin together with a price list, which are enclosed for your consideration. Owing to its superior quality and reasonable price, our poplin is popular and command ready sales in most European countries. We think it is to your advantage to buy this article for sale in your market.Translate the followi