【精品】外贸商务函电培训（可编辑.ppt

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1、外贸商务函电培训商务函电商务函电l什么是商务函电：商务函电，包括传真，电邮，信函等，是当今国际贸易交流中的主要载体，其主要目的就是为了传递商务信息。因此合格的函电必须是以简洁的语言、明晰的结构来表述完整的内容，同时，最好还要可以体现出成熟的业务思维。商务函电的基本格式商务函电的基本格式l商务函电的基本格式：1.日期Date2.收信人地址ReceiverAdd.3.称呼Salutation4.正文Body5.结束语ComplimentaryClose6.签名Signature一封标准的外贸函电一封标准的外贸函电20May2000DateLine日期Kee&Co.,Ltd34RegentStree

2、tLondon,UKInsideAddress收信人地址DearSirs:Salutation称呼WehaveobtainedyournameandaddressfromDee&Co.Ltd,andwearewritingtoenquirewhetheryouwouldbewillingtoestablishbusinessrelationswithus.Wehavebeenimportersofshoesformanyyears.Atpresent,weareinterestedinextendingourrangeandwouldappreciateyourcataloguesandquo

3、tations.Ifyourpricesarecompetitivewewouldexpecttoplacevolumeordersonyou.Welookforwardtoyourearlyreply.Body信文YoursfaithfullyComplimentaryClose客套结束语TonySmithSignatureBlock签名栏Enc.EnclosureNotation附件说明外贸函电书写基本原则-7ClCourtesy礼貌lConsideration体谅lCompleteness完整lClarity清楚lConciseness简洁lConcreteness具体lCorrectn

4、ess正确Completeness 完整完整l三、Completeness完整l一封商业信函应概况了各项必需的事项，如邀请信应说明时间、地点等，确忌寄出含糊不清的信件。Clarity 清楚清楚l四、Clarity清楚l意思表达明确，要注意：l（一）避免用词错误：例如：AstothesteamerssailingfromHongKongtoSanFrancisco,wehavebimonthlydirectservices.此处bimonthly有歧义：可以是twiceamonth或者oncetwomonth.故读信者就迷惑了，可以改写为：1.Wehavetwodirectsailingseve

5、rymonthfromHongKongtoSanFrancisco.2.WehavesemimonthlydirectsailingfromHongKongtoSanFrancisco.3.WehaveadirectsailingfromHongKongtoSanFrancisco.l（二）注意词语所放的位置：例如：1.Weshallbeabletosupply10casesoftheitemonly.2.Weshallbeabletosupply10casesonlyoftheitem.前者则有两种商品以上的含义。l（三）注意句子的结构：例如：1.Wesentyou5samplesyeste

6、rdayofthegoodswhichyourequestedinyourletterofMay20byair.2.Wesentyou,byair,5samplesofthegoodswhichyourequestedinyourletterofMay20.Conciseness 简洁简洁l五、Conciseness简洁l（一）避免废话连篇：例如：1.Wewishtoacknowledgereceiptofyourletter.可改为：Weappreciateyourletter.2.Enclosedherewithpleasefindtwocopiesof.可改为:Weenclosetwoc

7、opiesof.l（二）避免不必要的重复：l（三）短句、单词的运用：Enclosedherewith-enclosedatthistime-nowduetothefactthat-becauseadraftintheamountof$1000-adraftfor$1000Concreteness 具体具体l六、Concreteness具体正确正确 Correctnessl七、Correctness正确如何些好一封开发信如何些好一封开发信l一笔定单的开始往往始于出口商主动向潜在客户发信建立业务关系，而这个建立关系的开发函，可以包括如下内容：一、说明客户信息来源，即如何取得对方的资料二、言明去函目

8、的三、公司概述四、产品介绍五、激励性结尾一、客户信息来源一、客户信息来源l说明客户信息来源，即如何取得对方的资料。作为贸易商，可以通过驻外使馆商务参赞处、商会、商务办事处、银行、第三家公司的介绍，或者在企业名录、各种传媒广告、网络上寻得客户资料；也可以在交易会、展览会上结识；甚至是在进行市场调查时获悉。信息来源信息来源l因此我们可以如下方式来表明客户信息的来源：1）WelearnedfromtheCommercialCounselorsOfficeofourEmbassyinyourcountrythatyouareinterestedinChinesehandicraft.2）Mr.Bowi

9、ns,HeadofArcoliteElectricAGhasrecommendedyoutousasaleadingimporterinKoreaoflightweightbatteriesforvehicles.3）WehaveobtainedyournameandaddressfromtheInternet.4）OurmarketsurveyshowedthatyouarethelargestimporterofcasesandbagsinEgypt.5）YourfirmhasbeenrecommendedtousbyMr.JohnSmithaslargeexportersofWoolen

10、Goodsandweareinterestedinhandlingthesearticlesinourmarket.二、去函目的二、去函目的 l一般来说，我们给客户写信，总是以开发业务，建立市场，拓宽产品销路为目的。去函目的去函目的l表达方式：1）InordertoexpandourproductsintoSouthAmerica,wearewritingtoyoutoseekcooperatepossibilities.2）Wearewritingtoyoutoestablishlong-termtraderelationswithyou.3）Wewishtoexpressourdesire

11、toenterintobusinessrelationshipwithyou.4）Weavailourselvesofthisopportunitytoapproachyoufortheestablishmentoftraderelationswithyou.公司概述公司概述l我这里所说的本公司介绍，包括对公司性质、业务范围、宗旨等基本情况的介绍，以及对公司某些相对优势的介绍，比如：技术专业、经验丰富、供货渠道稳定、有广泛的销售网等。公司概述公司概述l我们可以用英文如下表达：1）WearealeadingcompanywithmanyyearsexperienceinGFCIexportbus

12、iness.2）Weenjoyagoodreputationinternationallyinthecircle/lineofelectrics.3）WehaveourprincipleasClientsneedscomefirst.4）Acrediblesalesnetworkhasbeensetupandwehaveourregularclientsfromover100countriesandregionsworldwide.5）LocatedinShanghai,wetaketheadvantagetosetupoursolidifiedproductionbasisincoasted

13、andinlandareas.产品介绍产品介绍l这一部分最重要，一定花心思去写。如果我们已经知道客户有明确的需求，比如需要某个型号的GFCI，那么我们会该产品进行具体的推荐性介绍，就是针对客户需求的特定介绍；如果我们只拿到客户的名片，不太清楚客户的需求，那么我们就把公司经营产品的整体情况，如质量标准，价格水平，打样速度、交货速度等作为笼统的介绍。l当然附上目录，CATALOGUE，报价单或者另寄样品供客户选择也是经常采取的做法。但是在第一封开发信中最好不要带任何附件。产品介绍产品介绍l1）Art.No.102isournewlylaunchedonewithsuperbquality,fash

14、ionabledesign,andcompetitiveprice.2）Wehaveagoodvarietyofcolorsandsizestomeetwithdifferentneeds.3）OurproductsareenjoyingpopularityinAsianmarkets4）Togiveyouageneralideaofourproducts,weareenclosingourcatalogueforyourreference.激励性结尾激励性结尾l一般我们在开发信的末尾会写上一两句希望对方给与回应或者劝客户立刻采取行动的语句。激励性结尾激励性结尾l1）Yourcommentso

15、nourproductsoranyinformationonyourmarketdemandwillbereallyappreciated.2）Wearelookingforwardtoyourspecific/detailedinquiries.附录附录l最后：任何可以打动客户的特殊东西都可以随信而发或者随样品而寄。比如你在展览会上和客户拍的合照，可以随信而发，既可以提醒客户你是谁，让客户一下子就记住你，也可以更加表达你和客户的友好关系。比如客户平常随意说出的某张一直在寻找的CD或者DVD，或者客户一直在找的一本书等等，你可以随着寄样品时一起寄出，让客户知道你一直关心着他们，你的SERVIC

16、E一直是最优秀的，你会在做生意的过程中关注任何需要注意的地方，会让客户更加放心你的做事态度。开发信范本开发信范本lDearSirs,Weoweyournameandaddressto(把*归功于)theCommercialCounselorsOfficeoftheSwedishEmbassyinBeijingwhohaveinformedusthatyouareinthemarketfor（想要购买）Textiles.Weavailourselvesof（利用）thisopportunitytoapproach（与*接洽）youfortheestablishmentoftraderelatio

17、nswithyou.Weareastate-operatedcorporation,handling（经营）boththeimportandexportofTextiles.Inordertoacquaintyouwith（使某人了解）ourbusinesslines（行业）,weencloseacopyofourExportListcoveringthemainitemssuppliableatpresent.Shouldanyoftheitemsbeofinterestto（有兴趣）you,pleaseletmeknow.Weshallbegladtogiveyouourlowestquo

18、tationsuponreceiptofyourdetailedrequirements.Inourtradewithmerchantsofvariouscountries,wealwaysadheretotheprincipleofequalityandmutualbenefit.Itisourhopetopromote,byjointefforts,bothtradeandfriendshiptoourmutualadvantage.（对双方都有利的贸易和友谊）Welookforwardtoreceivingyourenquiriessoon.Yoursfaithfully,Encl.例文

19、例文DearTony,WeoweyouandyouraddresstoAndrewYangwhoinformedusthatyouareinthemarketofGFCIs.Weavailourselvesofthisopportunitytoapproachyoufortheestablishmentoftraderelationswithyou.We,ShanghaiELEMFG.CORP.isahigh-techintensivecorporation,handlinghouseholdandindustrialsafetydeviceslikeGFCI,AFCIandotherwiri

20、ngdevicessuchasswitches,receptaclesandwallplates,etc.Inordertoacquaintyouwithourbusinesslines,formoreinformation.Shouldanyoftheitemsbeofinteresttoyou,pleaseletmeknow.Weshallbegladtogiveyouourlowestquotationsuponreceiptofyourdetailedrequirements.Inourtradewithmerchantsofvariouscountries,wealwaysadher

21、etotheprincipleofequalityandmutualbenefit.Itisourhopetopromote,byjointefforts,bothtradeandfriendshiptoourmutualadvantage.Welookforwardtoreceivingyourenquiriessoon.Yoursfaithfully,IvanHowe外贸邮件的写作小技巧外贸邮件的写作小技巧1.一定要用可以区分你的公司和部门的专用企业邮箱,免费邮件地址（免费邮箱）=失去许多订单！使用企业邮箱使用企业邮箱像yahoo,hotmail,等提供的免费邮箱,客人们不太相信此类信箱.

22、当你用这种免费邮箱给进口商发推广信时，对方心里的第一个问题就是：这算是正式的发盘吗？这个人是不是想骗我？使用企业邮箱使用企业邮箱用一个yahoo或者hotmail的免费邮箱，就好比用一部投币式的公用电话作为你公司的业务电话，就等于对客人说：“我们公司不太正规，没有电话，如果你打我们电话，我们会尽量跑出去办公室附近的投币公用电话去接！”免费邮箱带来不了好消息。使用企业邮箱使用企业邮箱不使用免费邮箱的众多理由中的另外一条就是安全性。客人的邮件中经常会有意无意地夹带些商业机密，这当中可能包含信用卡信息、银行账户信息以及绝密的公司信息。如果这些信息被发给一个专有的企业邮箱，比如，则经由客人的电脑到他们

23、的网络服务提供商，再到你公司的网络服务提供商，最后到达你的电脑，信息被人窃取的可能性就被降低了。不要全用大写的字母写邮件不要全用大写的字母写邮件 l不要全用大写的字母写邮件，这让人感觉你在大叫或者在吼，还很粗暴。不要用缩写不要用缩写 l这是懒惰的表现。客人不喜欢和懒人做生意。他们会想：出口商居然懒到用B.Rgds代替BestRegards,那么他们肯定也会懒得去做一个好产品。字体字体邮件中不要出现彩色字和艺术字，这是幼稚和不专业的表现，通篇用一个字号和黑色。背景背景l不要用黑色背景（黑底白字），这同样是不专业的表现，而且阅读起来很困难，坚持用白底黑字结束，谢谢大家！结束，谢谢大家！Pretty

24、YoungThinglPretty Young Thing-Lene，张涵韵翻唱的，张涵韵翻唱的酸酸甜甜就是我酸酸甜甜就是我的英文原曲的英文原曲lBarbiegirl、DoctorJones、MyOhMy等歌曲，是挪威Aqua乐队的歌。2001年Aqua乐队解散后，女主唱Lene选择了单飞。这首PrettyYoungThing选自她2003年专辑PlayWithMe，张涵韵翻唱的酸酸甜甜就是我的英文原曲。歌词：歌词：liwannabruiseyourlipswithatenderkissiwannacrushyourheartiwannabeyourscarandwhenyouretouchi

25、ngmeihearasymphonyohohohbabycomeonnowbaby歌词歌词lsomeonegetapriestmaybethepolice,ithinkthatweshouldcallthejusticeofthepeaceyoureaprettyyoungthingitsadamncoolthingigottatelltheworld,incasetheyhaventheardthereneverwasadoubtohbaby,hushyourmouthyoureaprettyyoungthingitsadamncoolthingletmehearmyname歌词歌词lbab

26、ysayitagainiwannatakeyouoniwannabetheoneandwhenyoureclosinginihearviolinsohohohbabycomeonnowbaby歌词歌词lsomeonegetapriestmaybethepolice,ithinkthatweshouldcallthejusticeofthepeaceyoureaprettyyoungthingitsadamncoolthingigottatelltheworld,incasetheyhaventheardthereneverwasadoubtohbaby,hushyourmouthyoureap

27、rettyyoungthingitsadamncoolthing歌词歌词lprettyyoungthingdontneednodiamondringillgiveyoueverythingillshowyouanythingjustshh!justshh!dontsayawordSome useful phrase in the sales promotion letterlaestheticappearance样式美观lAgreeabletotaste味道鲜美lAttractiveanddurable美观耐用lBeautifulandcharming华丽臻美lBrightluster色泽光滑

28、lChoicematerials选料考究lComfortableandeasy舒适惬意lCourteousservice服务周到Useful PhraselDramaticresults效果显著lElegantandgraceful典雅大方lExquisitecraftsmanship技艺精湛lFashionablepatterns花色入时lHarmoniouscolors颜色协调lHighlycompetitive竞争力强lLustrousandsoft光洁柔和lNoveldesign款式新颖Useful PhraselReasonableprice价格合理lSophisticatedtec

29、hnologies技术成熟lSuperiorquality质量上乘lUniqueperformance性能绝伦lUp-to-datestyle款式新颖lWhatyoucanenjoyisaproductsof5yearsofintensiveresearchanddevelopment.Useful PhraselWeareinexcellentpositiontosaveyourmoney.lIthastobeseentobebelieved.lOurmanysatisfiedusersareourbestadvertisement.lThismodelishighlypraisedanda

30、ppreciatedbytheconsumerathomeandaboard.Useful PhraselPleaseletushaveinformationastothepricesandqualityofthegoodsand,ifpossible,attachyoursamplestothequotation.lWewillappreciateyourreplypromptly.lItwouldbehelpfulifyoucouldsendussamples.Useful PhraselwethankyouforyouinquiryofMay2regardingthepurchaseof

31、ourbicycles.lItsapleasureforustoofferyouthegoodsasfollowing:lWearepleasedtoofferyouourmostcompetitivepriceofUS$50perdozen.Enquire LetterEnquiryletter:Tipsofwritinginquiryletters1.Earlyintheletter,identifythepurposetoobtainhelporinformation;2.identifywhoyouare,whatyouareworkingon,andwhyyouneedtherequ

32、estedinformation,andhowyoufoundoutabouttheindividual.3.Intheend,toexpressthatyouareeagertogetapromptreply.4.Intheletter,listquestionsorinformationneededinaclear,specific,andeasy-to-readformat.Useful phraselWillyoupleaseanswerthefollowingquestionsaboutyourproducts?lPleasesendusyourlowestpricesCIFC5%,

33、statingtheearliestdateofshipment.Offerletter:theoffererputforwardtobuildtheS/Cbasedonsometermsandconditions:Offer letterlTipsforwritingofferletter:1.firmoffermeanstheoffereragreestothetermsandconditionswhichisofferedtotheofferee.Sowemusttakecareofitsterms.2.thecontentshouldbeclearly,clarified,comple

34、ted,especiallyforthemainterms,suchasprice,quantity,shippingdate,etc.Useful PhraselWeareabletoofferyouthegoodsatadiscountof4percentoffourrecentprice,butwecanonlyholdopenthisadvantageousofferforthreeweeks.lAsthearticleisinheavydemand,wecankeepourofferfirmuntilDec.12lAlthoughdemandexceedssupplyatpresen

35、t,wequoteyouthemostfavorableprice,whichisthesameasthatofyourpreviousorders.Useful PhraselItismostprobablethatthepriceswillrisestillmore,soitistoyourinteresttoplaceyourorderswithouttheleastday.lIfwedonotreceiveanorderfromyoubyJune1,thisofferiswithdrawn.lWebelievethatthequalityandthepricesofthegoodswe

36、offeryoucomparefavorablywithanyothers,forthesameclassofgoods.Useful PhraselPleasedispatchtous12000pairsofsheepleatherglovesasperthetermsstatedinyourofferofMarch25.lPleaseforwardus50metrictonsoftomatoes,qualityofwhichmustbenolessinferiortoyoursamples.lWouldyoupleasetakespecialcareofthequalityandthepa

37、ckageofthisorder?Theleathershouldbethesamequalityasthatusedinthesamples.lWewillordermoreifthefirstorderwithyouprovestobesatisfactory.Useful PhraselIfyoufailtodeliverytheorderwithinthespecifiedtime,wellhavenoalternativebuttocanceltheorderandturntoothersuppliers.lThequalityofyourgoodsshallbestrictlyup

38、tothesample.Anygoodsinferiortothesampleshallberejected.lPleaseconfirmreceiptofthisorderandstatetheearliesttimeandshipment.Collection letterl英语催款信书写1.Howtostartyourletter?Youhavenotrespondedinanywaytoourrecentlettersaboutyourpastdueaccount.Weremindyouoncemoreofyouropenaccountthatisnow_daysbeyondour_-

39、dayterms.Youraccountisstillunpaidinspiteofourcontinualremindersaskingforpaymentoranexplanationforyourdelay.Weurgentlyrequestthatyouimmediatelypayyourbalanceof_,whichhasbeenoutstandingsince_datedespiteseveralnoticesfromus.Collection letterl2.Howtowarntherecipientagainstfurtherdelay?Youmustrealizethat

40、wecannotaffordtocarrythisdebtonourbooksanylonger.Anyfurtherdelayinpayingyourbalanceduecannotbeaccepted.Youcannolongerdelaypaymentifyouwishtokeepyouraccountopen.Ournextstepistotakelegalactiontocollectthemoneydueus.Thisisunpleasantforbothofusandisdamagingtoyourcreditrating.Collection letterl3.Howtospe

41、cifyyourdeadlineordemandimmediatepayment?Wemustnowinsistthatyousendyoupaymentwithinthenextfivedays.UnlessIreceiveyourremittancewithinthenextthreedays,ourattorneywillbeinstructedtostartproceedingstorecoverthedebt.Ifwedonotreceiveremittancewithinfivedaysfromtheabovedate,wewillhavenochoicebuttopursueot

42、hercollectionprocedures.AfterApril30,wewillhavenochoicebuttocancelyourcreditandturnyouraccountovertoacollectionagency.Collection letterl4.Howtoendyourletter?Welookforwardtoyourpromptpayment.Yourimmediateresponseisnecessary.Whetherornotwetakelegalactionisnowyourdecision.Pleasemakeeveryefforttoensuret

43、hatwearenotforcedtotakethisdrasticaction.Wemusthearfromyouatoncetoavoidfurtheraction.II.SAMPLECollection letterl范文Dear_:Iamafraidyourfailuretosettleyouraccount,whichisoverdueformorethansixmonths,willleaveuswithnoalternativebutresorttolegalproceedings.Thisistonotifyyouthatunlesswereceiveyourcheckfor$

44、7,550.50byJune30,wewillplaceyouraccountinthehandsofourattorneysforcollection.Yourssincerely,_name_titleCollection letterl掌握写作要领1.Chooseafirmtoneforyourletter.2.Remindtherecipientofyourpreviouscollectionletters.3.Remindtherecipientofallthenecessarydetails:TheamountowedbytherecipientThelengthoftimethebillhasbeenoverdueTheadditionalamountoflatechargeifthereisanylose.4.Telltherecipientwhatkindoflegalactionwillbetakenifthefinalcollectioneffortfails.Collection letterl1.为你的信选择一个合适的语气。2.提醒你的早先收款信的接受者。3.提醒所有的必需细节的接受者。亏欠的数量时间的长度帐单已经是超储的由于款项拖欠给我方造成的损失4.如果最后的收款努力失败，告诉领受的哪一类的法律制裁将会被采取。