商务写作销售信函

1、Sales LetterAdvertisement Seoul, the soul of Asia. Fresh-up with Seven-up. Connecting People. 科技以人为本.（Nokia） Impossible is nothing. (Adidas)Sales Letter a particular kind of commercial letter purpose: expand business persuade customers A good sales letter will help you to make profits, expand your b

2、usiness scope and raise the commercial image and reputation of your company. But a poor sales letter will probably make you suffer from a heavy loss of orders and opportunities. (1) catch the readers Attention, (2) arouse their Interest, (3) stimulate their Desire, (4) induce their Action of purchas

3、e.The Principle of AIDA 1.介绍促销商品,使对方产生兴趣 to be made of, to be popular with customers, to sell well, to meet with warm reception, To be moderate in price, elegant in style, matching in colors and skillful in workmanshipWriting Steps 2 商品比较,体现本商品的优势 To compare favorable with To be superior/ inferior t

4、o in To make a comparison of in respect to3.优惠条件 to give the first chance to grant/allow/give .a.discount4,劝导客户最终行动 to be acceptable to to deem it to ones advantage to do( to advise to work fastSample: Introducing Fashionable Photo Album Guangbo Group Co., Ltd. 501Youngor Ave., Ningbo 315000, ChinaM

5、ay 25, 2006Wal-Mart Stores, Inc.Bentonville, Arkansas 72716-8611U.S.A.Dear Sir,We are a modern enterprise group, mainly engaged in the office stationery, printing paper product, plastic product as well as import/export trading. As a new and high-tech enterprise, we have become one of the Top 500 pri

6、vate enterprises and one of the most competitive suppliers of stationeries in China. Our company gained such honors successively as Chinese Famous Trademark, China Top 10 Stationery Brands,and the First Paper Stationery Licensee of 2008 Beijing Olympic Games.OfficeMax Inc. has informed us that you a

7、re searching for high-grade photo albums to be shipped to America, and wed like to offer you our “China Red” series which reach a standard sufficiently high to redound your credit.“China Red” brand photo albums are exclusively made from high quality paper and plastic, which has unique qualities givi

8、ng natural comfort with proper elasticity and soft feeling. They already have a good market in South-east Asia and Europe. Dealers in this line have reaped gratifying profits, and we have no doubt that you will also be able to share the success.We enclose a set of literature for your reference and l

9、ook forward to your early reply.Yours faithfully,Zhang QiangManager of Foreign Trade Dept.1. Top 500 private enterprises 民营企业500强2. successively: adv.接连; 相继3. licensee n.获许可的人, 领到执照的人4. OfficeMax Inc: is an office supplies retailer founded in 1988 and headquartered in Naperville, Illinois. It is the

10、 third-largest office supplies retailer in the USA, behind Staples and Office Depot. 5. inform v. 告知，通知基本句型是: inform sb. of sth. 和 inform sb. + 宾语从句。e.g. Please inform us what quantity you can supply every year. 请告知你方每年可供数量。 We shall inform you of the date of sailing. 我们将通知你方开航日期。6. high-grade: of s

11、uperior grade or quality 高级的7. photo album 相册8. reach a standard: come up to the standard9. redound your credit 增加你方的信誉 redound 为正式用语，指“促进，有助于”。10. giving natural comfort with proper elasticity and soft feeling（这种相册）弹力适中，手感柔软，给人以自然的舒适感 现在分词短语在本句作定语修饰前面的 unique qualities。11. have a good market 畅销，销路好

12、（sell well）比较： find a market 找到销路 in the market for 有意购买 come to the market 上市 develop a market 开发市场12. Dealers in this line该商品的经销商 line在本文中指一类商品或货品。line 在外贸英语信函中也可作“行业”解。 e.g. They have been for many years in the chemical line.他们已从事化工行业多年。 13. reap profits: 获得利润 14. a set of literature一套产品说明书 liter

13、ature在外贸英语信函中常指商品说明书之类的印刷品、有文字说明的商品资料。Words and Phrases 包装新颖美观 with fashionable and attractive packages 保证质量 quality and quantity assured 产销历史悠久 have a long history in production and marketing 驰名中外 be popular both at home and abroad 穿着舒适轻便 comfortable and easy to wear 规格齐全 complete in specification

14、赶超世界先进水平 catch up with and surpass advanced world level 花色繁多 a wide selection of colours and designs 货源充足 sufficient supplies; ample supply 久负盛名 with a long standing reputation 交货及时 timely delivery guaranteed 价格公道 reasonable price 具有中国风味 possess Chinese flavours 居同类产品之首 rank first among similar prod

15、uctsUseful Sentences Structure 1 take the opportunity to introduce (借此机会介绍) We take the opportunity to introduce our company as the leading exporters dealing with animals by-products in our area. 我们借此机会介绍我公司是当地规模最大的经营畜产品出口的公司。 Structure 2 take the liberty of doing （冒昧做某事） We have taken the liberty o

16、f sending some samples of our products to you and hope you will be interested in them. 我们冒昧地向你们寄送了一些我们公司产品的样品，希望你方能对此感兴趣。 Structure 3 superior in quality; reasonable in price; skillful/excellent in craftsmanship; elegant in style; matching in colour; novel in design (质量上乘，价格合理，工艺精湛，样式美观，颜色匹配，设计新颖) W

17、e assure you that our T-shirts are superior in quality, elegant in style and reasonable in price. 我们向你方保证我们公司的T恤衫质量上乘，样式美观，价格合理。 Structure 6 entitle sb. to a discount / give (allow, offer) sb. a discount (给某人打折) This coupon will entitle you to a 20% discount on any purchase of our products. 使用此券购买任何我公司的产品，将享受八折的优惠。 Structure 7 work fast (迅速做出决定) In view of the huge demand in “ESPON” printers, we advise you to work fast in case they are sold out. 由于爱普生牌打印机的需求量很大，我方建议你方迅速做出决