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1、外 贸 英 语 函 电Business English Correspondence,Chapter Two Establishing Business Relations,Contents of Chapter 2,Section One Introduction Section Two Useful Words&ExpressionsSection Three Specimen Letters,Section One(P28),Introduction,It is fairly true to say no customer,no business.To establish busines
2、s relations with prospective dealers is one of the important undertakings either for a newly established firm or an old one that wishes to enlarge its business scope and turnover.,1.The Significance of Establishing Business Relations,Establishing business relations is the first step in transaction i
3、n foreign trade.If a new firm,or rather a certain corporation of ours,wishes to open up a market to sell something to or buy something from firms in foreign countries,the persons in charge must first of all find out whom they are going to deal with.We should not only do everything possible to consol
4、idate old customers but also seek new ones to enlarge our business.,Ways to find the information,How can you obtain all the necessary information about a new client when you are going to write a letter to establish business relations?Maybe you can seek for the help of many sources as follows,Usually
5、,you can secure all the necessary information about a new customer with the help of the following channels:,2.The Main Channels and Methods for Establishing Business Relations(1),banks;periodicals;advertisements in newspapers,magazines or on TV;the introduction from your business connections;the mar
6、ket investigations;the commercial counselors offices;the industrial chambers;the chambers of commerce both at home and abroad;inquiries received from the merchants abroad;self-introduction by merchants themselves.,Having obtained the desired names and addresses of the firms from any of the above sou
7、rces,you may start contacting the prospective customers.The main methods include:,2.The Main Channels and Methods for Establishing Business Relations(2),communicating in writing,1,2,3,Introduction,attendance at all kinds of commodities fair,contacts at the exhibitions held at home and abroad,Mutual
8、visits by the trade group and delegation,Ways to expand the markets,Guangzhou Fair,Guangzhou Fair(usually called Canton Fair)the Chinese Import and Export Commodities Fair in Guangzhou,Guangzhou Fair,The more-than-50-year-old Chinese Export Commodities Fair,founded in 1957,used to be the only intern
9、ational showcase for Chinese products.Contracts signed at the fair account for a quarter of Chinas export,according to the Ministry of Commerce.Adding the word import to its name from 2007reflects an adjustment in Chinas economic development mode,which has featured the expansion of exports.,1.tellin
10、g the prospective customers how and where their names and addresses are known,2.self-introducing,3.indicating your desire to enter into business relations,or sometimes making general inquiries 4 expressing your expectation for cooperation or early reply,etc.,3.The Main Contents of a Letter for Estab
11、lishing Business Relations,letters in reply to the letters requesting for business relations,expressing your thanks for the incoming letter,expressing your agreement/desire/wish to establish business relations with the addressor and indicating the action you are going to take.,Section two,Words and
12、expressions,Dear Mr.B Lewis,We have got to know your name and address from the address from the advertisement of“China Foreign Trade”.As an import and export corporation in Annatto Furniture we are keen to expand our foreign trade.As yet,we have no business contacts in London,and would be pleased to
13、 consider any business proposals you may have Enclosed please find our latest illustrated catalogue,together with our latest price list and conditions of sales for your information and shall be pleased to deal with any specific enquiries you may have concerning any of our products.Should you require
14、 any further details about our company,please do not hesitate to contact us.We look forward to hearing from you in the near future.,get to know 经由的介绍；承蒙的介绍illustrated catalogue 插图目录specific enquiry 具体询盘enclosed please find兹随函附上请查收latest price list 最新价目表,Notes,Specimen Letter 2 Writing self-introduce
15、 letters,Dear Sirs,We have been informed by Mr.Li Hong,the Chinese Commercial Counselor in Bangkok Thailand,that your corporation specializes in exporting various electrical appliances,and that you are keen to extend your overseas trade.We are,therefore,contacting you with a view to introducing some
16、 of your products into our market.We have been in the import and export business for over twenty years and have extensive contacts throughout Thailand.It appears that demand for electrical appliances is now increasing and we are sure that your corporation can do considerable business in our market.,
17、At the present,we are now particularly interested in electrical washing machine.And we would be appreciated if you could send us your latest catalogues for the items and the sales conditions as well.We are awaiting your early reply,and looking forward to hearing good news from you.Yours sincerely,Sp
18、ecimen Letter 2 P30Notes1 have been informed by 经由的介绍；承蒙的介绍2 specializes in 专营3 electrical appliances 家用电器4 latest catalogues 最新产品目录,Specimen Letter 3 Importer writes to exporter,Dear Sirs,We were much impressed by the captioned good displayed at the Chinese Economic and Exhibition held in Saudi Ara
19、bic last July,and we have been told that you export these products.One of our potential customers intends to purchase a number of Computer Parts,we would be therefore grateful if you should send us a,proforma invoice for computer motherboard,memory bar,keyboard and mouse each of 400 pieces with your
20、 rock-bottom price including our commission.On replying,please state the earliest possible date of delivery.We look forward to hearing from you as soon as possible.Yours sincerely,Specimen Letter 3 P31Notes1 the captioned goods标题商品2 potential customers有潜力的买家3 drawers 抽屉4 rock-bottom price 最低价,Specim
21、en letter 4 Exporter writes to importer(1),Dear Sirs,We have come to know the name of your firm from the advertisement inForeign Trade”and have the pleasure of addressing this letter to you in the hope of establishing business relations with you.,We specialize in exporting Chinese light industrial p
22、roducts that have enjoyed great popularity in the world markets.Enclosed you will find a copy of our catalogue for your reference and hope that you would contact us if you are interested in any item.,Specimen Letter 4 P32Notes1 have come to know 得知2 establishing business relations with 与建立业务关系3 ligh
23、t industrial products 轻工业产品4 enjoy great popularity 享有盛名,Specimen letter 5 exporter writes to importer(2),Dear sirs,We have got your name and address from the Singapore Chamber of Commerce,who has informed us that you wish to import light industrial goods manufactured in China.We manufacture the lig
24、ht industrial products of the kind illustrated in the enclosed catalogue.we hope they will be of interest to you.Also enclosed is our latest price list for your reference.,Specimen Letter 5 P32Notes1 have obtained your name and address from 经由的介绍，承蒙的介绍2 quotation 报价3 be interested in对有兴趣，拟购,Specimen
25、 letter 6 exporters reply to the importer(1),Dear sirs,Your name and address been highly recommended to us by ABC company as being interested in establishing business relations with an exporter of cotton piece goods.This happens to fall in our lineWe have been the leading manufacturers of the same f
26、or over 50years,our products are of various designs and patterns,and they have been proven very successful in the Asia markets.,We address this letter to you in order to enter into direct relations with you.We are enclosing the details and prices of the full range of our products for your informatio
27、n.we wish to draw your attention to the fact that we offer a commission of 5%on all orders.We are confident that a mutually beneficial business will be built up with our cooperation.We are looking forward to hearing from you on the above at an early date.Yours sincerely,Specimen Letter6 P33Notes1 fa
28、ll in our line 由经营2 draw your attention to 值得注意3 commission 佣金,Specimen Letter7 Exporters reply to the importer(2),Dear Mr.Lewis,Your fax of June 23 inquiring about the possibility of importing China-made electric goods into the United Kingdom has been passed on to us by the Ministry of Business in
29、Beijing.We are a state-owned enterprise,and are keen to expand our foreign trade.However,we have no business in the United Kingdom up till now,and would be pleased to do business with you in this line.,We enclose our latest illustrated catalogue,together with our latest price list and terms and cond
30、itions of sales for your reference.Any specific enquiries from you will receive our careful attention.Should you require any further details about any of the above-mentioned points,please do not hesitate to contact us.We look forward to hearing from you in the near future.Yours sincerely,Specimen Le
31、tter 7 P34Notes1 be passed on to sb.转交2 up till now 至今3 for.reference 供某人参考,Specimen Letter 8 A reply to the importer,Dear sirs,Your name and address have been passed on to us by a friend of mine in New York and we are now writing to you in the hope of the establishment of business relations.,We are
32、 on very good terms with all the important dealers here of light industrial products,and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive price.Please tell us all the necessary information about the goods you are going to import.Yours faithfully,Specimen L
33、etter 8 P35Notes 1 be passed on to 转交2 be on very good terms with与有着良好的业务关系3 competitive prices 价格具有竞争力,Specimen Letter 9 Writing a letter of credit enquiry about a new customer,To ensure smooth and successful transactions,it is also essential to make credit enquiries before you correspond with a ne
34、w customer so as to avoid business risk.Usually,credit investigations include capital/financial condition,capital/financial activity,character and honesty integrity.The information thus obtained must be kept strictly confidential and usually headed or marked with“confidential”or“strict private and c
35、onfidential.”these words are also written on the envelope,for it might otherwise get yourself and your informer involved in serious trouble.,1.About Credit Enquiries/Investigations,There are various channels of obtaining such information.Instead of applying to a business friend,traders,sometimes we
36、can apply to banks,chamber of commerce,or enquiry agencies.The information obtained from a bank or from a chamber of commerce is generally most reliable.However,a bank will not give information direct to an unknown trader unless the enquiry is from one of its fellow bank.Therefore,when taking up a b
37、ank reference,the trader must do so through his own bank.Traders asking for information must bear in mind that they are asking a favor and therefore should write in polite and appreciative terms.When the information is received,be it favorable or unfavorable suitable letter of acknowledgment and tha
38、nks must be sent.This is on more than common courtesy.,2.The Main Channels and Methods for Credit Enquiries/Investigations,Dear Sirs,We have received an order for U.S.$56500 worth of goods from Atlantic Electronic Co.,ltd.,U.S.A.They have given us your bank as a reference.We wish to know if they are
39、 good for this amount and in every way trustworthy and reliable.We shall be most grateful for any information you give us.,We should of course treat as strictly confidential any advice you tell us and be only too pleased to perform a similar service for you should the opportunity ever arise.We enclo
40、se a stamped and addressed envelope for your reply.,Specimen letter 10 Favorable reply,Dear Sirs,We are pleased to state that the company you referred to in your letter of November 12,2010 is a small but well known company and has enjoyed high reputation that has been in this line in our city for ne
41、arly forty years.We have been doing business with the company for many years and have found that they are very reliable and their financial status is sound.,Although they have not as a rule taken advantage of our cash discounts,they have always paid their accounts promptly on the net dates.The credi
42、t we often allow has been well above the amount you mentioned in your letter.Though the information is given to the best of our knowledge,we hope it will be helpful and trust you will treat it as confidential.Yours faithfully,Specimen Letter 10 P37Notes1 favorable reply 有利的答复2 enjoyed high reputatio
43、n 信誉良好3 in this line 在这一行业4 as a rule 惯例5 cash discounts 现金折扣,Specimen Letter 11 Unfavorable reply,Dear Sirs,We have completed our investigations about the company mentioned in your letter of November 12 and regret that we must advise you to regard their request for credit with caution.About two yea
44、rs ago the company experienced a serious difficulty in finance and an action was brought against it by one of its suppliers for recovery of sums due,though payment was later recovered in full.,Our investigations reveal nothing but to suggest the the companys difficulty was due to bad management,part
45、icularly overtrading.Consequently,most of the companys suppliers either give only very short credit for limited sums,or make deliveries on a cash basis.We trust that the information we give is of course supplied in the strictest confidence and we wont hold any responsibility on our part.Yours faithf
46、ully,Specimen Letter 11 P38Notes1 unfavorable reply不利的答复2 with caution 谨慎3 action 投诉4 overtrading 盘子放得太大5 on a cash basis 现金结账,Specimen Letter 12 Asking for information about credit conditions and management directly through a customer,Dear Sirs,We will be obliged if you will kindly gave us the info
47、rmation aboutcredit standing of the Watson Jones Newcastle International Trade Co，Ltd.in your city.We understand that you have regular transactions with the firm.So we take the liberty to ask you to give your views concerning the actual position of the firm in order that we may take steps to avoid getting into trouble.,Any information you give will be highly appreciated and kept in strict confidence,We shall be pleased to reciprocate if you should need our services at this end.We are awaiting your early reply.Your faithfully,Specimen Letter 12 P39Notesregular transactions长期的业务往来,Thank You!,
