商务英语课程课件UnitEstablishingBusinessRelations.ppt

商务英语课程课件UnitEstablishingBusinessRelations Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望Follow-up PracticeFollow-up Practice Writing TaskWriting TaskWe need to discuss some questions about what we are going to learn in this unit.Sure,thatll help us understand better about what we are asked to do.Theestablishmentofbusinessrelationsisoneoftheimportantundertakingsinthefieldofforeigntradeasaforeign-tradefirmneedsextensivebusinessconnectionstomaintainorexpanditsbusinessactivities.Tradersmustnotonlydoeverythingpossibletoconsolidatetheirestablishedrelationswithfirmshavingpreviousbusinessbutalsodevelopandrevitalizetheirtradebysearchingfornewconnectionsfromtimetotime.Tofindourwhomafirmisdealingwith,informationisobtainablethroughdifferentchannels.Afterthat,lettersorcircularsshouldbesenttothepartiesconcernedtoexpresssimply,clearlyandconciselywhattheycansellorwhattheyexpecttobuy.1.Establishing business relations2.Discussion1）Now as a class,pairs or groups,think of as many channels as you can that are associated with establishing business relations.tradefairBusinessChannelEstablishing Business RelationsEstablishing Business RelationsNotransactionscanbeconducteduntilcontactshavebeenmadebetweentwoormorecompanies.Toestablishbusinessrelationswithprospectivedealersisoneofthevitalimportantmeasuresbothforanewlyestablishedfirmandanoldonethatwishestoenlargeitsbusinessscopeandturnover.Businessrelationscanbeestablishedthroughthefollowingchannels:1)Banks;2)Tradedirectory;3)Chinesecommercialcounsellorsofficeinforeigncountries;4)Businesshousesofthesametrade;5)Advertisements;6)Tradefairsandexhibitions;7)Chambersofcommerce;8)Introductionfrombusinessconnections;9)TheInternet.2）Of all the channels,which do you think is the most effective one?Why?3）What will you do to maintain the established relations?4)Why are people still writing letters while its so convenient to send faxes and email?3.After business is established,several trade terms need to be talked over in order to come to an agreement during a business communication.Now store the words and phrases that are associated with the trade terms.quantityTradeTermsHOW TO CHOOSE THE RIGHT TRADE SHOW/FAIR 1.Quantify the total number of relevant prospects,buyers,and influencers that will be interested in your particular product or service and that youll be able to get into your booth.2.Estimate sales revenues from the show.3.Estimate the cost of your participation.4.Calculate the cost per lead and return on investment as a ratio of booth expenses to revenues generated.5.Verify your decision and do a reality check.DECISION MAKING vAsk your customers which trade shows they attend.Attend the show rather than exhibit.vAsk your suppliers,competitors,and past exhibitors about their experiences with the show.vAnalyze your ability to service the geographical areas from which prospects originate.vAnalyze the show managements ability to promote the show successfully year after year:-Is the show growing?-Are audience demographics changing and if so,why?-Do you have an opportunity to raise your visibility by providing a conference,keynote,workshop,or seminar?-Do you have enough staff to follow up on the leads while theyre still hot?-And can you service the new business youll attract?Ways to Increase Your Trade Show Sales 1.Greet visitors quickly When you first see a visitor,gently offer a handshake,and introduce yourself and your company.This immediately sets the tone of the conversation,and establishes basic rapport.2.Qualify visitors in seconds The most important thing for you to know is the responsibilities of your visitor.Rapidly qualify your visitor by seeking to disqualify them as a buyer.Keep looking for the deal killer-the one thing that means you cant do business.3.Ensure 100%after-show contact 4.Double your leads Whether they can do business with you or not,ask every visitor,Who can you think of that would benefit from what we do?5.Move visitors along First,restate what will happen next,even if its,Im sorry I cant help you.Next,offer a handshake,and then say,Thanks for stopping by.This three step process moves visitors along every time.WHY SNAIL MAIL IS STILL NEEDEDLettersnow fondly known as“snail mailare still used for variousreasons:1.They seem particularly appropriate for formal introductions to companies,confirmation of contracts and thank you messages,possibly because they can seem appropriately formal,caring or impressive(if printed on good paper).2.They can be a useful back-up to important e-mailed or faxed messages.3.They can be used to send bulky material,such as brochures or samples.4.They can be used when there are problems with the technology required for faxes and e-mail.5.They can be sent to or from companies which have limited technology.In this part you will listen to a passage and a dialogue about establishing business relations.Listen and try to finish the exercises while listening.Are you ready?7.1.1Listentothepassageandfillinthemissinginformationintheblanksaccordingtotheinformationyouhear.Themostimportantproblemininternationaltradeishowtoseekclients.Thebuyerswanttoknowwherethesellersare,whilethesellerswanttoknowwheretofindtheirbuyers.Generallyspeaking,morecommodities(exceptveryfewimportantmaterialssuchaspetroleum&raremetals),belongtothebuyersmarket.Apartfromthis,mostcountriesexercisecontroloverforeignexchangeandforeigntrade,awardingcommodityexportandrestrictingcommodityimport.Thereforeitismuchmoredifficultforanexportmerchanttoseekhisclientsthananimportmerchanttoseekhisown.Nomatterwhetheritisanexportcompanyorfactorymanufacturinggoodsforexportsales,itshouldcherishanychanceavailabletogetsomeinformationofitscounterpartsabroad.Theymaybeapproachedthroughsuchchannelsasbanks,chambersofcommerceinforeigncountries,commercialcounselorsoffice,tradefairsandexhibitions,advertisementsandtheInternet7.1.2Listentothedialogue andanswerthefollowingquestions.1)WhatdidMrJohnsondobeforehecametoChina?He sent Ms Chen a letter seeking for business cooperation.2)WhatwasMrJohnsonspurposeofcomingtothetradefair?Hispurposewasto explore the possibility of establishing business relations.3)HowdidMrJohnsongettoknowaboutMsChenscompany?He learned about Ms Chens company from his Commercial Counselors Office in China.4)WhatproductsdoesMrJohnsonscompanyhandle?Electronic products5)WhatdidMrJohnsonsayaboutthepricesoftheirproducts?He said that their prices compare very favorably with the prices of the same kind of products on the international market.6)WillMsChenimportproductsfromMrJohnsonscompany?Its still too early to say that.She will first go to see their exhibits,then study their catalogue and decide what items she is interested in.Then they will have further discussions tomorrow.In this part you are going to read two dialogues in pairs and then you will be asked to answer some questions about what you have read.Please read loud!7.2.1 Dialogue Readthedialogueandthenanswerthefollowingquestions.Mr White meets Mr Zhang at the trade fair.1)How did Mr Zhang greet Mr White at the trade fair?After a brief greeting and introduction,he also offered Mr White some Chinese green tea and had a small talk with him.2)What was the purpose of Mr Whites visit to the trade fair?He wanted to establish business relations with some Chinese companies in his business line.3)What is the main product Mr White trades in?Glassware.4）Where did Mr White use to import the products？In the past they used to import the products from some European countries.5)What is the foreign trade policy of China?To do business with merchants of all countries on the basis of equality and mutual benefit.6)Do you think Mr White is interested in Zhangs company?(Open)Mr Brown comes to visit a Chinese foodstuffs import and export company to discuss the possibility of importing some products.He is now talking with Mr Zhong,the Sales Manager of the company 1)What attracted Mr Brown to the Chinese company？vSome products like wine,canned fruit,and poultry in the companys well-illustrated catalogues.2）What kinds of products does the company mainly export?vIt mainly exports wine,poultry and fruit.3)What is the companys present export volume of wine per year?vThe annual export volume of wine is around 500 000 bottles,mostly to Europe and some Asian countries.4)What are the main country markets of the companys fruits?vThe companys fruits are mainly exported to some Asian countries like Singapore,and Malaysia.5)Whats the export price for the Grand Bank wine?vUS$4 per bottle on a FOB basis.6)If Mr Brown ordered 2 000 cases,what price would be offered?v For an order of that magnitude the price can be a little below US$4 a bottle.7.2.2 Dialogue 1.Whyisitimportantforinternationalbusinesspeopletounderstandbusinessetiquette?2.Whatwouldyoudowhenyouareuncomfortablewiththeetiquettewithwhichthehostreceivesyou?3.Canyougivesomeexamplesofimproperbusinessetiquette?PRE-READINGQUESTIONSFORPAIRWORK1)Whatarethetwothingsthatbusinessetiquettecenterson n?Thoughtfulconsiderationoftheinterestsandfeelingsofothersandminimisingmisunderstandings.2)Whydoesthepassagesaythatyourmannersandattitudewillspeakvolumesaboutyou?Canyougivesomeexamplesofgoodbehaviour?Becausemannerswillpointtoyourinnercharacter.Appropriatebusinessetiquettepromotespositivetraits.Examplesareopen.3)Whyishonestyconsideredtobeimportantforbusinesspeople?Howcanwegainareputationforintegrity?Areputationfordeliveringwhatyousaywilldelivergoesalongwayinthebusinessworld.4)Whydoesthepassagesaythatsensitivityandconsiderationunderlieallgoodbusinessetiquette?Becausetheylayfoundationsforastrongbusinessrelationship.5)Accordingtothepassagewhatarethewaysofmakingagoodimpression?Dressingappropriately,standingandsittingintherightplaceattherighttime,goodpostureandlookingphysicallypresentable.6)Canyoulistmorepossibleguidelinesofgoodbusinessetiquette?(Open)QuestionsGeneralIntroductionofCourtesyThecommonpracticeisthattheChinesebusinesspartner/hostisexpectedtomeethisforeigncounterpartattheairport.ThereisapopularChinesesayinggoinglikethis,“nothingcouldbehappierthanhavingfriendscomingafar.”Itisourwaytoshowourhospitalityandourcourtesy.Wetendtotreatourbusinesspartnersasfriends.Goodbeginningishalfdone.Incasetomeetveryimportantforeignclients,itisnecessaryfortheleadersconcernedtobepresentattheairport,soastoshowtheimportanceweattachtoeithertheestablishmentorthemaintenanceofourbusinesspartnership.Diplomatically,theleadersshouldspeakChinesetoexchangegreetingsfirst.Attheairport,themainhostistogreettheguestsandintroducethemselves,orexchangetheirnamecards.Oneofthehostswillhavetoleaveearlytoarrangeforthetransportationandtakethegueststotheirhotel.More about business etiquette Introduction,Hand-shakingandGreetings1.GuidelinesforIntroductionThreebasicrulesinsocialintroductions:1)Amanisalwaysintroducedtoawoman.2)Ayoungpersonisalwaysintroducedtoanolderperson.3)Alessimportantpersonisalwaysintroducedtoamoreimportantperson.Onebasicruleinbusinessintroductions:Alessimportantpersonisintroducedtoamoreimportantperson,whethermaleorfemale.The difference between the rules for social introductions and the rules forbusinessintroductionisthatwomenarenottreatedaswomenbutareintroducedaccordingtotheirbusinessrank.2.Hand-shakingShakinghandsisanexpressionofmutualtrustandrespect,anditsawaytosendgreetingsinbusinesssituation.Shakinghandspolitelyandproperlyisveryimportant.Thegoodtimetoshakehandsshouldbe:1)Whenyouareintroducedtoothers;2)Whenthevisitorcomesintoyourroomoroffice;3)Whenyougotomeetyourclient;4)Whenotherssendyougifts;5)Whenyougotoattendthereceptionsorparties;6)Whenyoutakeleave.3.Greetings1)FormalandinformalverbalgreetingsInformal verbal greetings are usually used between closefriends.Formal verbal greetings are usually used in the businesssituation.2)Non-verbalgreetingsNon-verbal greetings include shaking hands,kissing andbowing.Small Talks the weather(the rain,the snow,the sunshine,etc.)journey(the flight,the train,the bus,etc.)the food accommodation the city(the population,places of interest,transportation,culture,etc.)previous visits the event(the party,the4 trade fair,the exposition,etc.)plansIn this part you are going to learn how to write letters for establishing business relations.How to Write Letters for Establishing Business Relations In the field of international trade,the information you have obtained about your customers through various channels make it possible for you to communicate,esp.in writing,with the new counterparts in the hope of establishing a business relationship.In writing such a letter,usually,the following contents should be included:The purpose of your letter;The nature of your companys business:agent,exporter,importer or manufacturer;The business scope of your company and also the branches and liaison offices,if any;The reference as to your companys financial position and integrity;As an exporter,you should describe emphatically the quality of your products.If available,a brief introduction to your company,catalogue,pricelists,etc.should be enclosed.As an importer,what commodities you want to buy and sell and your sales potential as well;Sample Letter A letter from an exporter to an importer.Dear Sirs,We have your name and address from the Commercial Counselors Office of the Chinese Embassy in London.We wish to inform you that we specialize in both industrial and pharmaceutical chemicals,and shall be pleased to enter into trade relations with you.To give you a general idea of our products,we enclose a complete set of leaflets showing various products being handled by this corporation with detailed specifications and means of packing.Quotations and samples will be sent upon receipt of your specific enquiries.Business between us will be concluded on the basis of shipping quality and weight while testing and inspection will be made by the Shanghai Commodity Inspection Bureau prior to shipment.Necessary certificates in regard to the quality and quantity of the shipment will,of course,be provided.We look forward to your early reply with much interest.Yours faithfully,Alan Zhou Sales ManagerEncl.As stated A letter from an importer to an exporter Gentlemen,The Foreign Department of the Bank of China in our city has recommended your esteemed company as being interested in establishing business relations with a Chinese company.We have the pleasure of introducing ourselves as a leading importer dealing in various types of electronic equipment,of which your company is one of the well-known manufacturers.Therefore we shall be glad to receive from you as soon as possible all necessary information as to your line of business.First,we need your illustrated catalogue and also quotations covering your main products.After that we will order samples and enter into negotiations with you.We are certain that if your prices are competitive,we will come to very good business relationship with your company.Your early reply will be very highly appreciated.Yours very truly,Chen Ming Sales ManagerSome useful sentences for establishing business rela