Establishing Business Relations

It is fairly true to say no customer, no business. To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wishes to enlarge its business scope and turnover.

Chapter Two

Section One Introduction

Several Channels

§ 1) communication in writing ;§ 2) attendance at the export commodities

fairs;§ 3) contact at the exhibitions held at home

or abroad;§ 4) mutual visits by trade delegations and

groups.

General information in writing

1) the source of his information;

2) his intention;

3) the business scope of his firm and also its branches and liaison offices, if any;

4) the reference as to his firm’s financial position and integrity.

Specimen Letters

Section Two

Specimen Letter 1 Wishing to establish relationsComments:This letter is written in a very good taste, very formal and the language used is clear and easy. The structure of the letter is very clear. Notes1 have learned 经由……的介绍；承蒙……的介绍2 illustrated catalogue 插图目录3 specific enquiry 具体询盘4 Enclosed please find… 兹随函附上……请查收5 latest price list 最新价目表

Specimen Letter 2 P29Comments:This letter is written by an importer in Singapore, wishing to

establish business relations with the Chinese Imp. & Exp. Corporation and making inquiries for Electrical Appliances.

Note the difference between the letters establishing business relations and those enquiring for merchandise. Generally, to make self-introduction is the main objective in the former, but subsidiary objective in the latter. Reversely, to invite a quotation is the main objective in the latter but subsidiary objective in the former.

Notes1 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 P30Comments:This letter is written in very simple language. The first parag

raph provides the information about where the author gets the information of the exptorter. In the second paragraph the information of the importer is showed and his intention as well.

Notes1 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

Specimen Letter 4 P30Comments:This letter is short, but clear. “have come to know the name

of your firm from...” means “get to know your name from...”.

Notes1 have come to know 得知2 establishing business relations with …与……建立业务关系3 light industrial products 轻工业产品4 enjoy great popularity 享有盛名

Specimen Letter 5 P31Comments:The exporter writing this letter gets to know the particular i

mporter through the recommendation of the Colombo Chamber of Commerce, who is well acquainted with both sides. For initial approach, the wording of such letters should, therefore, be courteous, earnest and pleasant to create an atmosphere favorable to establishing good relations and promoting successful business.

Notes1 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 Letter6 P32 Comments:This is a letter written by an exporter to an importer. In the lett

er, the exporter expresses very clear that his products enjoy a ready market in the Asia markets and every order can receive 5% commission. All these can leave a very good impression on the reader. This is a very example to write such kind of letters

Notes1 fall in our line 由……经营2 draw your attention to 值得注意3 commission 佣金

Specimen Letter 7 P33Comments:This letter responds to the importer’s inquiry by en

closing the relative catalogue together with the latest price lists. However, it is mainly a self-introduction by a government-owned enterprise, including all information to establish business relations. The structure of the letter follows generally the pattern for persuasive messages. The tone is positive, pleasant and earnest and the language appropriate to the situation.

Notes1 be passed on to sb. 转交2 up till now 至今3 for .. reference 供某人参考Specimen Letter 8 P34Comments:In this letter the writer expresses his wishes to get

a favorable price very techniquely. Often when you say: “if we get your offers at competitive prices”, of course, it will probably easy for you get favorable price.

Notes 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 P35Comments:This is a letter of credit enquiry through a firm. In w

riting this kind of letter, usually the size of your order should be mentioned and promise to keep what you know as strictly confidential.

Notes1 U.S. $56,500 worth of goods

价值 56,500 美元的货物2 Reference 资信证明人3 confidential 保密4 to perform a similar service 回报类似的服务5 a stamped and addressed envelope 回邮

封

Specimen Letter 10 P36Comments:This is a favorable reply to the credit enquiry of a fi

rm. Notes1 favorable reply 有利的答复2 enjoyed high reputation 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 P37Comments:This is an unfavorable reply to credit enquiry of a firm. Whe

n writing unfavorable replies, we should adopt polite and careful words and sentences.

Notes1 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 P37Comments:This is another credit enquiry, in which the writer e

xpresses his wishes to perform a similar service and promises to keep strict confidence. Generally speakly, in writing credit enquiries, both the writer and the reader will promise to keep confidential.

Notesregular transactions 长期的业务往来

Section Three

Useful Words & Expressions P38

Section Four Useful Sentences P39

Section Five Exercises P43