商务英语函电教程 Unit 5 [武汉理工]

1、Unit Five,Sales Promotion,训逸狈员犁昌秒号疙耍至宫倡掸囊坐座风惶忱萨衬摹之邪剖炔盼足碰绸属商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,Learning Objectives,To understand the importance of Sales Promotion To grasp the writing strategy -AIDA,惟淄刃存搪坤厚醛丁郝终眷菱斡员圭怀壬八沤差坦窝巩邓通羌源滩馋椭性商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,General View,Sales promo

2、tion is a kind of advertising which aims to sell particular kinds of goods or services to general and selected customers and thus expand business. Basically, letters of this kind fall into two categories: Sales letter follow-up letter,脆桅贡层蔓划勋兵论客涟洱呵田扣莆氨丢伪渣郡熔瓣沮淡连妨殆蔫项路捡商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit

3、 5 武汉理工,Sales letters are written to introduce your products to your clients, to encourage your clients to place more orders with you, or to urge them to make a prompt purchase decision when they are hesitating to do so. A follower-up letter is written when the seller fails to receive the expected o

4、rder or inquiry after sending the information asked for. The purpose is to resume a business relationship, by providing further information, recapping important points, reiterating the benefit of a product or service.,漓颠柱都糖撑朴滋暴烁渡贿驳渠卡沫嚏复殊蚀织狸逛钧霞夏僻她奶孺桨榆商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,As to the

5、 aim of effective sales letters, like all kinds of advertisements, AIDA theory, abbreviated from Attention, interest, Desire and Action, has been mentioned. In short, the seller wishes to capture the customers attention, arouse their great interest in the products being sold, then create customers d

6、esire to buy the very products, and at last urge them to take action of purchasing. For this reason, sales letters have to be letters of persuasion. In such a letter, the writer may express regret or even surprise that no order has been received and discreetly inquire into the reason. Meanwhile, the

7、 writer can also introduce some new selling points or arguments favorable to the promotion of sales.,欲遂介蚜镣虎把览眼俯辑戚捕滩橱异洪蛹敝伞律蜘相铸焙愉朱介郡酮齿盒商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,Guidelines for writing,The common structures of both sales letters and follow-ups are composed of three essential parts. 1. St

8、ructures and points in writing sales letters To accomplish the AIDA aim as mentioned before, the following rules should be observed at the same time in sales letter writing. 1) In the first part, catch the readers interest or refer to an inquiry or a previous communication. 2) In the second part, in

9、troduce new selling points, such as the good quality of products or the best service from the company.,忍胃森缓壮审肺哑恒淀杯宜连印岩枕端吕凿诀棕顽端泅防衙氖梦燃醒够撂商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,present convincing evidence such as figures, facts or other clients evaluation of your products to turn the recipients inter

10、est to desire to buy your products. Besides, an introduction of the company is needed to ensure a new customer that your products are really worth buying. present the offer from the readers point of view. offer some favorable business terms available. 3) In the third part, advise the reader to order

11、 the goods or to take advantage of the good chance.,侯体靶迷径亚廓积毗邢酥煎筑疼责蒜饭美悟俞壹昂颧惭绊锥满镶柠危向尚商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,2. Structures and points in writing follow-ups 1) In the first part: Refer to a previous offer, exhibition, conference, etc. , Express regret that no reply or order has been r

12、eceived, and avoid showing even the slightest hint of approach. Ask tactfully why the expected inquire or order has not come; 2) In the second part: Providing additional information, such as an introduction to new products. Offer some preferential terms to motive the recipients desire. Gently urge t

13、he recipient to take the next step in negotiating a sale.,女巩鳃惯抄善皮吊源泉沂沟藐须打育市吞养应强道寄滴疡簇阂色浴曙凳哦商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,3) In the third part, express an anxious hope for a reply or an order. However, there are no set forms in drafting sales promotion letters. Traditionally, sales letters

14、and follow-ups are written in the form of a Circular. But a personal letter is obviously the modern trend in sales promotion writing.,罐庭监昌荚挠货元衫止谓铜役棚沪窄削侈嫂钒汐汇蔼孝吃冯眉蛮再丰刀谈商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,Specimen letter-1（A Sales letter to an inquiry）,16 August 2007 Dear Sirs, Thank you for your

15、inquiry of 13 August concerning the supply of electric appliance. We are pleased to inform you that we are one of leading manufacturers of electric appliance in this city with a history of over 75 years. Our products cover a wide range of specifications, sold well in European and Asian markets. The

16、quality and price compare favorably with those of similar products.,扰文泄略蛾罗埃佃杏湾耶晌庐庭韵敝溃驰缴革齿摄徐怎氯迂谬刻突赃钠赊商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,Enclosed is our price list and full sales promotion literature for your reference. We deem it to your benefit to push the sales of our products in your market.

17、 And we are prepared to give a quantity discount of 10% if your order exceeds 300 sets. We recommend you to take advantages of the enclosed order form in case you wish to make an immediate order. Yours faithfully, Sophia Huang Encl.,王哈昭滥仅傻鸣兽癸窍仁橙绍应脑尖褒主器助滋褐景蛛群玲挟苯酗炯陕谊商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5

18、 武汉理工,Specimen Letter-2 (A sales letter to an old customer) April 27，2008 Dear Sirs, We have enclosed an illustrated supplement to our catalogue. It covers the latest designs which are now available from stock. We are most gratified that you have, for several years, included a selection of our produ

19、cts in your mail-order catalogues. The resulting sales have been very steady.,蛆秆租尘臆默费餐狮练窜殷辙翠凄杰任灼炙畜冬胁肾唇误稍攒墅部评饶统商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,You will find that our new items are luxuriant in design and perfect in workmanship, so we believe that they will command a ready sale in your market

20、. If any of the items illustrated in the booklet interests you, please do not hesitate to let us know. We would be very happy to send samples to you for closer inspection. We are waiting for your reply and hoping to obtain bulk order. Yours truly, Michael Titus,简拟泡拇褐病嗅工彭蔗标听孝据游弘沮娱郎苇咳涣七的秤享力兑笛乙获茧商务英语函电

21、教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,Specimen Letter-3 (A Sales letter to potential customers) January 16, 2007 Dear Sirs, Mark Twain once remarked, “Always do right. This will gratify some people, and astonish the rest.” Perhaps this is one of the reasons our Phoenix is so popular among the car owner

22、s. Doing right by our customers and their cars is the object we have been pursuing. But it is not tricky because our mending shop is well equipped to keep cars in a perfect running condition. Our up-to-date facilities, advanced tools and genuine parts will provide you with immediate, quick and conve

23、nient service.,己纱咸全表稼哪腊引坡怂揪谅若品已次奔冰芹葬乌卧伴淬始见瘩跃问焰旗商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,The staffs here are born mechanics; visitors and customers are always welcomed to thoroughly inspect their performance, and they will be proud of it. Every customer who comes here is our friend; youll feel at eas

24、e, and like it. So drive in some time, and let the car doctors examine whether there are any symptoms of neglect. You will receive our prompt and personal attention. Besides, the diagnosis costs you nothing. Frankly yours, Jenny Yang,蛛蘑浆跌励窿绥契今橡钦府勘夸翻媳蝶墅薄笼清幽莫钒务待帚钙敲砂推秃商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit

25、5 武汉理工,Specimen Letter-4 (A follower-up letter delivered when no more orders follows ) May 20, 2007 Dear Sir, Looking through our record we note with regret that from 2000 to 2005 you bought from us a large quantity of desktop computers in Models NA-107, TM-306, but during the year 2005 we did not h

26、ave the pleasure of an order from you. We think you may be interested to know that we have a residue stock of Model TM-306, which, you bought from us in substantial quantity previously.,祷忆池铱漓厚暑苫状挚彪溉凸苦竞贡棕狗固帛族漂侣顽吐堆辽孤彩诸覆之商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,It is just the next newest to the latest

27、Model TM-307. You are well aware that it is efficient and durable, economical and practical in use for students and business purposes. We are prepared to clear the stock by allowing you a generous discount. Say 5% for an order for 50 sets to 99 sets 10% for an order for 100 sets to 149 sets 15% for

28、an order for 150 and above This offer is subject to your reply reaching here on or before 20th June. We look forward to your favorable response. Yours truly, Daniel Lin,屁谣瞧庇淀脊甫峙跑眨翠驮眶峨酶侦猩敲冕独价聚袋叠米蛔锅憋娇抒构滨商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,Specimen Letter-5 (A follower-up letter delivered after a

29、conference or a trade fair ) August 16,2008 Dear Mr. Hawk, Thank you for visiting our exhibit at AIA convention in San Francisco. I hope you enjoyed the film, “Let There Be Light,” and you helped yourself to the free materials on display. Since the convention ended, Excello has published a colorful

30、booklet, Low-Energy Lighting, a copy of which is enclosed. The 24-volt lighting system described draws only 2.5 watts per lamp with a life,已岭沦责纶涛粳寥伪荐置启犁卑碧触峭呜帕朋松摧赣么佣芝债障终夸歧小商务英语函电教程 Unit 5 武汉理工商务英语函电教程 Unit 5 武汉理工,expectancy of fifty years. We think this is one of the most exciting developments to come along in recent years. Please let me know if you would like additional copies of this booklet and of the materials that were handed out at the convention. Sincerely yours, Mark Steven,到园为罐赘蔓授漠弊成咀纶倾爱诲先持口莽宏浑统庞嚣植厕眩略呀僻