外贸英语函电实战.pdf

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1、Unit 1 Establishing Business Relations建立贸易关系内容简介获取客户信息的渠道有很多种，但主要的渠道包括以下几种，比如国内外的展会，B2B网站，搜索引擎，朋友介绍等。无论这些信息是如何获取的，目的都是与客户取得联系并成功地向他们销售自己的产品。要与客户建立贸易关系，成功的销售产品，这要求我们要十分重视第一次与客户的联系。通过邮件联系，向客户展示自己公司的实力和优势，促成合作。1.Self introductionDear Sirs,This is Water from SHV Company.Ive been working in DVD field for

2、 morethan five years.Hope that I can serve you with my professional experience from nowon.Please feel free to study our offer as below.First of all,I would like to introduce you some information about our factory.SHV Company is a professional manufacturer in producing Portable DVD Player,covering 7,

3、8.5,9,102.And SHV got the supports as below.Staff Number:over 300Production lines:four linesMonthly capacity:60,000pcsQuality control:FCC,CE,EMC,CCC,RoHSFactory management:ISO 9001 International Quality Management System andISO 14000 International Environment Management SystemMarkets:xxx from Spain,

4、xxx,xxx from Italy,xxx from Germany,xxx fromUkraine,xxx from Bulgaria,xxx from Russia,xxx from Israel,xxx from Iran,xxx,xxx from India,xxx from Middle East,xxx from Paraguay,xxx from Panama,etc.Now I would like to offer you the fast sale item with best price for yourreference first.Model:Item A701,7

5、7 swivel screen with TV tuner,USB&Card RenderOffer:FOB Shenzhen US$50MOQ:lOOOpcsSamples and more information are available for your study anytime.Weappreciate your kind reply soon.We are looking forward to our cooperation in near future.Best regards,WaterNotes1.第一次主动联系客户，介绍自己在行业内的经验和成绩。让客户产生信心。2.介绍公

6、司的产品和实力，以增加客户信心。3.根据客户所在国家目前销售产品的情况，向客户推荐适当的产品。4.报价时要包含产品的重要信息。比如产品的主要功能，报价条款，价格，订单起订量等。5.最后，提出合作的愿望。2.Contact customer after the fairSample 1Dear Sirs,Thank you for your kind visit at our booth 3.2F18 during Canton Fairs.This isWater from SHV Company.I hope you could feel free to study our offer ab

7、outPortable DVD Player.SHV Company is a professional manufacturer in producing Portable DVDPlayer.The products are spreading the countries and regions including Asia,Europeand America,products covering 7 8.5,9 10.2 Weve been investing US$38million to set up a high-tech industry zone named SHV Techno

8、logy Co.,LtdinZhejiang Province,which covers 82000 square meters and 200000 square metersof building.With our strong R&D and workmanship.Believe we can become yourgood partner and friend.According to the memo during Canton Fair,we would like to list the followingoffers for your record.Model:Item A90

9、3,9swivel screen with TV tuner,USB&Card ReaderOffer:FOB Shenzhen US$50MOQ:lOOOpcsSamples and more information are available as requested.We appreciate yourkind ideas about our cooperation.We are looking forward to our initial cooperation soon.Best regards,WaterNotes1.参加展会是很多公司选择推广产品的一种很重要的方式。在展会之前，通

10、常都要向所有的老客户和潜在的客户发邀请函。这也是向客户展示实力的一次机会。通常邀请函都会做成图片的形式，方便发送给用户参考。内容包括:参展公司名称，参展日期，展位号，主展产品等重要信息。2.展会之后，联系客户时提及展位号，客户更容易忆起自己。3.开门见山地说明自己销售的产品，容易抓住日理万机的客户的注意力。4.简短的公司和产品介绍可以让客户在短时间内熟知自己的实力和优势，以拉近合作的距离。5.根据展会上的笔记，总结并正式向客户报价。6.最后，提出合作的期望。Sample 2Dear Claus,It was nice to meet you in Hong Kong,and hope you

11、had a good trip.Thanks for your kind visit to our showroom.It?s a little pity that your scheduleis so tight.If possible,wed like to invite you to our office next time and show youaround our three factories.The follows are our meeting memo for your reference.For 5.1CH standard DVD player,US$21 DivX v

12、ersion,add US$1 per set Nero function,add US$0.5 per setFor DVD-T and new project MD-2720,it is still under consummating.When itis completed,well inform you immediately.Also well arrange DVD-59l/DivX-592sample for your test.Even though we met a lot of problems by first cooperation,now its OK and the

13、second container will be dispatched next week.I think we can run more smoothly bythe following days.Both sides know each other better.And also we learn a lot fromyour professional,cautious and serious working style.I do hope you could share some of your proposals of our next step cooperation.Your id

14、eas for our whole year plan will be helpful.Please try to offer me someminds,wed hope we could expand our business,work more strategically,andsupport you by our best service.Best regards,AaronNotes1.客户通常都会参加展会，一方面是考察现有的供应商，面谈为了订单的计戈IJ,落实新订单的价格或者跟进进行中的订单情况；另一方面获取更多的产品信息，包括市场新价格，同类产品新的供应商等。2.展会后，对与客户面

15、谈的内容进行总结，主动给客户发会议记录。3.再次提及洽谈的内容，更为详细地说明这些内容的具体情况。特别死关于样品或者订单进行的时间等方面的确定。4.进一步充实内容。包括对彼此之间合作的评价以及对未来的展望，还有对客户的操作方式的了解等。对问题点到即可，重点是展望合作和服务质量的改进。5.提出自己的希望，同时也提醒客户，随着合作的深入，将来可以为客户提供更优质的服务，以增强客户的信心，这样可以加深合作。3.Enquiry from customerSample 1Dear Julia,I hope you are doing well.My name is Marcelo.I represent

16、 R&S Corp.,from Buenos Aires,Argentina.We met each other at the Las VegasCES,last January.At that time we talked aboutyour products.Actually we are WalMart5sArgentina traders,relating to DVD,DivX,DVD Recorder,Portable DVD and LCD TV.I remembered that during our meetingyou informed me about some pric

17、es that were suitable for us.So,as this moment,Idlike to know your quotation of prices-FOB China-of the following articles,forWalMarts Argentina.DVD 5.1 full sizeDVD 5.1 1/2 size with displayDivX 5.1 full sizeDivX5.1 full size with USBThis request is for WalMarts order,which will be around 20000pcs

18、of eacharticle.Please,ril appreciate you will send me your products pictures and price.Ifthose are different from the catalogue you gave me at the CES,or just let me knowwhich catalogues articles you are quoting.Please answer me as soon as possible.Thanks a lot.Hope to hear from you soon.Best regard

19、s,MarceloReply to the aboveDear Marcelo,Thank you very much for your kind enquiry to us.Your detailed company andmarket information impressed us deeply.Glad to see that there is a chance for both R&S and Mizida in entering into some projects cooperation in near future.Further to the enquiry,we would

20、 like to make you the offer as below.Photos areas attached.DVD 5.1 full size,DVD-592,US$21,if with DivX,US$21.5DVD 5.1 1/2 size with display,DVD-558B,US$20DVD 5.1 full size with USB,DVD-602/561,US$23The whole offer is upon FOB Shenzhen price.And base on your potential quantity 20000pcs per item.Wish

21、 they could meet your request.We are ready to provide more information and samples as requested.Weappreciate your comments and looking forward to working together with you soon.Best regards,JuliaNotes1.展会之后或者是从互联网推广联系得到的客户，在一段时间内没有订单，一方面说明由于市场销售和客户的推广计划等原因，在当时确实没有订单需求；另一方面说明客户当时已经有较为稳定的合作伙伴。但往往客户也会将

22、同等的供应商列为参考对象，当有合适的产品或者新项目的时候，客户将会主动联系。所以需要不间断地跟进，比如价格更新，产品更新或者是信息交流。2.分析客户的邮件。邮件中客户陈述说明相识于何处，客户的公司和产品介绍以及销售的场所，还有关于产品的规格等较为详细的要求。这类有实质性内容的邮件，说明合作计划往往较大。3.回复邮件要根据客户的市场特征，订单数量，价格要求等，推荐最合适的产品，报最有竞争力的价格。客户也喜欢和实力相当的公司合作，但需要产品质量过关以及有竞争力的价格。4.报价的内容要清晰。比如价格条款，起订量和相关的单价，产品的主要规格或者功能说明等。这些内容一定要清晰，不能模糊，以免引起误解。并

23、附上精美的图片，让客户可以更直观地选择。5.期望合作，表现诚意和热心。Sample 2Dear Sirs,Thank you very much for your kind enquiry to us.This is Alice.From now on,Iwill help to follow up your orders and hope my 5 years experience and hard workcan serve you better.Regarding your enquiry,please find our reply as below.1)Our products are

24、 fast sales in EU countries and America.Especiallywe already had steady partners in those places.And the cooperation hasbeen lasting more than 5 years.2)Regarding American market,our customers prefer healthy sleeping,so they would like to buy the mattress to protect their backbones.Forexample,memory

25、 mattress,independent spring mattress,surely the reelmattress you mentioned is also fast sale.Please refer to the attachments,Iwould like to introduce some suitable items for your market3)Currently our company is applying for the American prevailingrules CFR1633 which is standard fire protection and

26、 becoming effectivein July 1st,2007.As we know that in Los Angeles they would apply forthe standard fire protection rule TB603.But now they upgrade toCFR1633.We think you might require for it,too.Please refer to theCERTIFICATION as attached.4)Payment term:A)30%deposit T/T in advance,70%balance T/T b

27、efore shipment.B)50%deposit T/T in advance,50%balance by irrevocable L/C at sight.5)Leading time:15days upon deposit received6)MOQ:P20GP,FOB ShenzhenIf you have any enquiry and need our help,please dont hesitate to contactme.Best regards,WaterNotes1.行业内的客户一般会比较关心产品的质量，工厂产品的市场销售情况，质量认证书灯重要方面。所以这些条件都直

28、接影响客户对工厂产品的认识。因为不同的市场，质量要求是有区别的。欧美国家比中东等国家地区的要求会严格一些。2.文中第一段体现个性化的服务。3.第二段回复客户的问题，着重突出优势和实力。有稳定的客源，和客户有超过5年的合作，充分体现公司实力和产品质量的保证。分析最终消费者的实际要求和特点，体现个人的知识丰富，够专业水准。分析客户市场对质量的要求，展现公司的实力与时俱进。内 容环环相扣，回复围绕客户问题的同时，也向客户说明了公司其他方面的操作程序，方便客户更深入的了解。Samples 3Dear Sirs,I am the purchase manager of Sound Master Comp

29、any in South Africa.We areplanning to import mattress.The quantity may be around 200 sets at the first time.And our boss Mike and I will visit China next month.We would like to talk to you inyour factory.In order to get the visa from Chinese Embassy,can you send aninvitation letter to us?We are look

30、ing forward to hearing from you soon.Best regards,AnsonReply to the aboveDear Anson,Thank you very much for your kind enquiry to us.My name is John.From nowon,I will follow up your orders and offer best sales service with my professionalexperience.Because we dont have your ideas about target item,I

31、would like to offer yousome fast sale items in South Africa for your easy reference first.The details are asattached.We are also inviting you to visit our website at toknow more details about us.Regarding the invitation letter,we would like to share some information withyou.Normally we have to submi

32、t application form and relative necessaryinformation to our government for approval first.As we didnt start cooperationbefore,the application period may be longer.In order not to affect your schedule,Iwould like to advise that if you have other business partners here,youd better askthem to help you.

33、So you may get the visa within one week.Please take oursuggestion as reference.Surely we are pleased to apply for you if you need our help.But please send us the details about the people who will come.To catch the visit schedule and run the business soon,shall we exchange someimportant ideas first?W

34、e may conclude some agreements before you visit in China.We welcome your coming and visiting.And looking forward to our cooperationsoon.Best regards,JohnNotes1.有些国家的客户如果要到中国来访，申请签证时，需要工厂提供邀请函。邀请函的申请需要相关政府部门提供详细的资料，比如到访人的个人资料，双方之间生意往来的资料，包括发票，报关单以及工厂的营业执照等重要文件。申请的程序比较复杂，申请的世界也比较漫长，需要一个月左右。2.类似的询盘，回复药

35、抓住重点词语，比 如import mattress,visit China,invitation letter”突出分析客户的需求，以加快合作为目的，有针对性地回复和建议。Sample 4Dear Water,We are currently looking to expand our product line including memory foammattresses and pillows.I will come to china next month.In the meantime,I would like to collect asmuch information as possi

36、ble on prices and specifications.Please advise us at your earliest convenience.Best regards,MichaelReply to the aboveDear Michael,We are glad to know that you will expand your business line on memory foammattress&memory foam pillow.Believe we can serve you better and better in nearfuture.First,pleas

37、e refer to the attachments for your reference.It is great that you will come to China for business.Please kindly arrange yourschedule to visit our factory.We hope we can have a close talk face to face.Then wecould show you our production lines and sample room.We are confident that if willmake our co

38、operation smoothly.When your visit schedule is available,please kindly let me know.Best regards,WaterNotes1.客户计划扩展业务，对公司的产品表示感兴趣或者看好公司产品的前景，表示要来访中国，并要参观工厂。2.针对这样的询盘，主要是分析客户的目的和要求，抓住重点词和主要意思。比如 uexpand,Collate price and specification v 0 根据获取的信息，有步骤，有的放矢地回复邮件。3.在邮件中，对客户表示出诚意，细致，同时要展示公司主要的实力，以增加客户对公司的

39、了解，增强合作信.心。4.Take the information from other colleaguesSample 1Dear Maitance,Good day.Nice to contact with you.This is Echo from CABC(Hong Kong)InternationalIndustrial Limited.And it is my great honor to serve you in the future.Our boss Mr.Jason,just came back from the MIDO SHOW,and I learned thatyo

40、u are interested in our swimming products.Here attached our updated price list foryour reference.Also,please take your time to visit our website at forpictures and more details.Mr.Jason had quoted you two models in MIDO,and here we list a gain asbelow for your easy reference.Swimming cap:CAP800 USD2

41、.0(according to your quantity of 200pcs)Earplug with strap:EP-200 USD 0.8(including package)Please contact us freely if you have any question.We are looking forward tobuilding business relationship with you in the near future.Best regards,EchoNotes1.参加展会时一个公司推广产品的重要渠道。但是公司的投入会根据实际情况而定。一个公司的业务员一般都有两个

42、或者两个以上，由于国外展会的费用较高，对于规模不是很大的公司，业务员参加展会的名额也是有限的。在展会之后，公司会把展会上取得的名片进行分发，每个业务员可以运用自己的方式去联系客户。2.文中，首先说明信息来源，并向客户表示友好。3.在展会上，客户或多或少都对公司进行了一番了解。由于自己没有直接和客户交流，所以要有适当的过渡，侧重说明自己将会提供个性化的服务，让客户满意。4.提出合作期望。Sample 2Dear Marcus,How are you doing?This is Water from ABC Company,Ms.Graces colleague.She already left

43、the company some time ago.Its been a long time no contact withyou and your company.We are glad to contact you again about external battery packfor Mobile Phone and Notebook.I would like to update you some latest model and new offers for your reference.We hope we can enlarge our business scale.Please

44、 find the details as attached.Looking forward to hearing from you soon.Best regards,WaterSample 3Dear Andy,This is Tina,sales representative of ABC Electronic Company.Thanksfor Edens assignment,Im pleased to have the opportunity to contact you and takecharge of our cases directly.Hope we can set lon

45、g-term business relationship andexpand business it the future.Now Im taking up your first order-2002(DVD recorder),all the specificationsand other details will be followed by me.Therefore if you have any problem,pleasefeel free to contact me.Further to your new order,please refer to the attachments

46、for our quotations,weare waiting for your confirmation.Surely we will get a good delivery date for you.Thank you for your good cooperation and your early reply will be appreciated.Best regards,TinaNotes1.对已联系或者已合作的客户，函电撰写主要体现服务，不让客户感觉到突兀。2.对暂时无合作，曾经联系密切，有邮件阅读回执的客户要保持联系，在某个特定的而时间提醒客户产品的报价，以及产品的市场销售情况

47、等。假如知道对方公司和自己公司生产的产品相符，要多参考客户公司的网页，根据网页上的信息，不断向客户展开猛烈的“攻击”。另外，适当的电话联系也是必须的，或者以传真的方式，或者直接给客户发邮件。尝试不同的方式反复联系，提高成功的可能性。5.Contact customer by B2B web informationDear Sirs,I got your business information online.We would like to cooperate with you onCARDS,and become your good partner in near future.With m

48、ore than 12 years experience in manufacturing all kinds of PVC cards,paper cards,metal cards and smart cards in China,weve grown up into a mainsupplier in Italy,Germany,Sweden,France,Denmark and New Zealand etc.Thedaily output can reach millions of cards.Including PVC blank and printed cards,paper c

49、ards,scratch cards,magnetic cards,IC cards,game cards,gift cards,membercards,pokers,playing cards,metallic cards,phone cards,irregular-shaped cards,ATM cards,IC cards,ID cards,RFID tags etc.We welcome your ODM projects.Allsizes and thickness can be done here.We welcome your enquiries.Please visit ou

50、r official websiteat http:/www.ucard.biz.It will be appreciated that if someone from your companycould contact me freely.My email is:water ucard.biz.Please let us become partners and start the initial cooperation soon.Looking forward to hearing from you.Beat regards,WaterNotes1.利用搜索引擎获取客户信息。首先，说明信息来