2. 外 贸 英 语 函 电 Business English Correspondence

3. Chapter Two Establishing Business Relations

4. Contents of Chapter 2 Section One Introduction Section Two Useful Words & Expressions Section Three Specimen Letters

5. Section One (P28) Introduction

6. It is fairly true to say no customer, no business. To establish business 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

7. Establishing business relations is the first step in transaction in 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 consolidate old customers but also seek new ones to enlarge our business.

8. 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

9. Usually, 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)

10. banks; periodicals; advertisements in newspapers, magazines or on TV; the introduction from your business connections; the market investigations; the commercial counselor’s offices; the industrial chambers; the chambers of commerce both at home and abroad; inquiries received from the merchants abroad; self-introduction by merchants themselves.

11. Having obtained the desired names and addresses of the firms from any of the above sources, you may start contacting the prospective customers. The main methods include: 2. The Main Channels and Methods for Establishing Business Relations (2)

12. communicating in writing 1 2 3 Introduction attendance at all kinds of commodities fair contacts at the exhibitions held at home and ab road Mutual visits by the trade group and delegation Ways to expand the markets –

13. Guangzhou Fair Guangzhou Fair(usually called Canton Fair) —the Chinese Import and Export Commodities Fair in Guangzhou

14. Guangzhou Fair The more-than-50-year-old Chinese Export Commodities Fair, founded in 1957,used to be the only international showcase for Chinese products. Contracts signed at the fair account for a quarter of China's export, according to the Ministry of Commerce. Adding the word "import" to its name from 2007reflects an adjustment in China's economic development mode, which has featured the expansion of exports.

15. 1.telling 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 Establishing Business Relations

16. letters in reply to the letters requesting for business relations, 1.expressing your thanks for the incoming letter, 2. expressing your agreement / desire/wish to establish business relations with the addressor and indicating the action you are going to take.

17. Section two Words and expressions

18. Steps/ContentsTypical Expressions For letters requesting for the establishment of business relations 1. Telling the prospective customers how and where their names and addresses are known We were very pleased to obtain your name from... （我们很高兴从 …… 处获得贵公司的名称。） We are delighted to learned from... that... （我很高兴 …… 处得知 …… ） We have your name and address from... ( 我们从 …… 得知贵公司的名称和地址。 ) Through the courtesy of..., we are given to understand that... 承蒙 …… 我们得知 …… From… ， we know / have learned tha ( 通过 …… 我们得知 ……)

19. Steps/ContentsTypical Expressions On the recommendation of …,we have learned that… （通过 …… 推荐，我们得知 …… ） Your company has been kindly introduced to us by …… （ …… 把贵公司介绍给我们。） 2. Self- introducing We write to introduce ourselves to you as a... （作为 ……, 特来函自我介绍｡） Our lines are mainly... （我们主要从事 …… ）...fall within the scope of our business activities. （ …… 属于我们的经营范围｡） We are mainly dealing in... （我们主要从事 …… ） We have been engaged for many years in the line of... （我们已经从事 …… 多年｡）

20. Steps/ContentsTypical Expressions 2. Self- introducing As you may know, we supply... （如贵公司所了解, 我们可供应 …… ） We would like to take this opportunity to introduce ourselves as... （我们借此机会自我介绍, 我们 是 …… ） We would like to take the liberty of introducing ourselves to you with a view to... （ 我们冒昧自荐, 希望 …… ） Our corporation is established for the purpose of... （本公司是以 …… 为宗旨而建立的｡） Our corporation is specialized in... （本公司专 营 …… ） We handle various kinds of... （本公司经营各 种 …… ）

21. Steps/Content s Typical Expressions 3. Indicating your purpose and desire We are willing to... （我方愿意 …… ） We express our desire to... （ 我们想表达 …… 的意 愿｡） We are now writing you for... （我们特致函 ……) We are desirous of... ( 我方很希望 ……) With a view to..., we... ( 本着 …… 的意愿, 我方 ……) We are interested in... ( 我方有兴趣 ……) We need a regular supply of... ( 我方定期需要 ……) We are in a position to supply... ( 9 我方可供应 …… ） We would be glad to... ( 我们将乐于 ……)

22. Steps/Content s Typical Expressions 3. Indicating your purpose and desire We now avail ourselves of this opportunity to... （我们借此机会 …… ） If you need..., please (don’t hesitate to) let us know. （如果你们需要 ……, 请 ( 毫不犹豫 ) 地告知我们｡） Should there be anything else we can do for you, please let us know. ( 如果我们还能为你们做些其他事情, 请告 知｡ ) Should you require... please don’t hesitate to contact us. （如果你们需要 ……, 请毫不犹豫地和我们联系｡） 4. Expressing your expectation We look forward to receiving.../hearing from you soon/in the near future. （ 希望尽快收到 …… ）

23. Steps/Content s Typical Expressions 4. Expressing your expectation Your early reply is appreciated./Any early reply would be highly appreciated. （非常感谢你们的早日答复｡ ) We are anticipating your answer./We await hearing from you. ( 盼复｡ ) Any further information you can provide will be appreciated. ( 对你们提供的进一步信息, 我们将非常感谢｡ ) We hope this will be a good start for... ( 希望这是 …… 的良好开端｡ ) We would appreciate it/be grateful if you would... ( 如果贵公司 …… 我们将不胜感激｡ ) We would sincerely appreciate it if you... ( 如果你们能 ……, 我们将衷心感谢｡ )

24. Steps/ContentsTypical Expressions For letters in reply to the letters requesting for the establishment of business relations 1. Expressing your thanks for the incoming letter or stating your letter- replying purpose Thank you for your letter of... ( 感谢贵方 …… 的来函｡ ) Thank you for your interest in... ( 感谢贵方对 …… 的兴 趣｡ ) We have received with thanks... (…… 已收悉, 谢谢 ! ） Your letter of... has been well received with thanks. （贵方 …… 的信已收悉, 谢谢 ! ） Your letter expressing... has been received with thanks. （贵方关于 …… 的信已收悉, 谢谢 ! ） We are thankful for your letter about/of... （谢谢你们关于 …… 的来信｡） In reply/response to your letter of..., we... （作为对你们 …… 来信的答复, 我们 …… ）

25. Steps/Conten ts Typical Expressions 2. Expressing your agreement /desire/ wish Your wish of... coincides with ours. （你们的 …… 愿望与我们的不谋而合｡） This is also our desire. （这也是我们的愿望｡ ) We shall be very glad to.... ( 我们将很高兴 ……) Your suggestion of... was really a good thinking. ( 你们的 …… 建议确实是一个好主意｡ ) 3. Indicating the action you are going to take We are sending you... ( 我们将给贵方寄去 …… ） We shall be glad to have your... （我们将很高兴得到贵方的 …… ） As requested, we are airmailing to you... ( 按要求, 我们特此给您寄去 …… ） Enclosed is/are our.../We enclose our... （ 随函附 寄 …… ）

26. 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 consider any business proposals you may have ． Enclosed please find our latest illustrated catalogue,

27. 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 any further details about our company, please do not hesitate to contact us. We look forward to hearing from you in the near future.

28. 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

29. Specimen Letter 2 Writing self- introduce letters

30. 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 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.

31. 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,

32. Specimen Letter 2 P30 Notes 1 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

33. Specimen Letter 3 Importer writes to exporter

34. Dear Sirs, We were much impressed by the captioned good displayed at the Chinese Economic and Exhibition held in Saudi Arabic 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

35. proforma invoice for computer motherboard, memory bar, keyboard and mouse each of 400 pieces with your 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,

36. Specimen Letter 3 P31 Notes 1 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

37. Specimen letter 4 Exporter writes to importer(1)

38. Dear Sirs, We have come to know the name of your firm from the advertisement in ‘Foreign Trade” and have the pleasure of addressing this letter to you in the hope of establishing business relations with you.

39. We specialize in exporting Chinese light industrial products 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.

40. Specimen Letter 4 P32 Notes 1 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

41. Specimen letter 5 exporter writes to importer(2)

42. 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 light 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.

43. Specimen Letter 5 P32 Notes 1 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

44. Specimen letter 6 exporter’s reply to the importer (1)

45. 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 line We have been the leading manufacturers of the same for over 50years, our products are of various designs and patterns, and they have been proven very successful in the Asia markets.

46. 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 information.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,

47. Specimen Letter6 P33 Notes 1 fall in our line 由 …… 经营 2 draw your attention to 值得注意 3 commission 佣金

48. Specimen Letter7 Exporter’s reply to the importer(2)

49. 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 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.

50. We enclose our latest illustrated catalogue, together with our latest price list and terms and conditions 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,

51. Specimen Letter 7 P34 Notes 1 be passed on to sb. 转交 2 up till now 至今 3 for.. reference 供某人参考

52. Specimen Letter 8 A reply to the importer

53. 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.

54. We are 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,

55. Specimen Letter 8 P35 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

56. Specimen Letter 9 Writing a letter of credit enquiry about a new customer

57. To ensure smooth and successful transactions, it is also essential to make credit enquiries before you correspond with a new 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 confidential.” 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

58. There are various channels of obtaining such information. Instead of applying to a business friend, traders, sometimes we 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 bank 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 thanks must be sent. This is on more than common courtesy. 2. The Main Channels and Methods for Credit Enquiries/Investigations

59. Steps/ContentsTypical Expressions For letters making inquiries 1.Self-introducing(if necessary) We are… （我们是 …… ） 2.Telling the addressees why they are chosen to make the credit investigation or how and where their names and address are known. if necessary) We know from …that you have business relations/record with… ( 从 …… 我们知道贵方与 …… 有业务联系 / 商业 记录。 ) We have received a letter from… ， expressing their desire to ( 我们收到 …… 公司的一封信，他们想 ……)

60. Steps/ContentsTypical Expressions 3. Indicating your purpose and desire or reasons to obtain credit information. One of our client, …, have asked us for …. ( 我们的一个客户 …… ，要我们 ……) As we know nothing about the company, we are writing to …( 由于我们对该公司一无所知，特 致函 ……) We have not done any business with them in the past, we would appreciate it if you… （我 们过去没跟他们做过任何生意，如能 ……, 我方将 不胜感激。） For safety's sake, we should like to know … ( 为安全起见，我们想了解 ……) We would like you to enquire into …on our behalf. ( 烦请贵方代表我们对 …… 进行调查。 )

61. Steps/ContentsTypical Expressions 4. Promising to treat any information in strict confidence Any information as to …would be valued and treated in …confidence by … (…… 将会珍视任何 关于 …… 的信息并 …… 保密 ) You can rest assure that all result will be kept confidential and … ( 您尽可以放心，所有的调查结果都是保密的，并 且 ……) We can assure you that …( 我们向您保证 ……) 5. Expressing your expectation and thanks. Please accept our thanks for any assistance you can give us. （不管你方能给我们什么样的帮助，都请接收我们 的感谢。）

62. For letters in reply 1. Expressing your thanks for the incoming letter or stating your letter- replying purpose. In reply to your letter of …, we wish to inform you the following information as you required. （兹答复你方 …… 的来函，应要求向你们提供 以下信息。） 2. Giving credit information concerning the relevant firms Their chief line is … ( 他们主要的经营范围 是 ……) The Co. you mentioned is a …company. It enjoys a … reputation.( 你所提的公司是一 个 …… 公司，享有 …… 声誉。 ) The firm above is a ….in this city. ( 上述公司 在本市是 ……)

63. For letters in reply We regret being unable to help you with information about the firm you enquired in your letter of….since … ( 很遗憾不能就你们在 …… 的信中所咨询的公司提 供信息。 ) 3. Emphasizing the importance of keeping the information in confidence This information is confidential and is given without any responsibility on our part. ( 本信息要严格保密，我方对此不负任何责任 ) This information is of course supplied in the strictest confidence. ( 本信息属于最高机密 ) The above information is given on the understanding that …( 以上信息是基于 …… 的 共识提供的。 )

64. 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 good for this amount and in every way trustworthy and reliable. We shall be most grateful for any information you give us.

65. 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 enclose a stamped and addressed envelope for your reply.

66. Specimen letter 10 Favorable reply

67. 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 nearly 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.

68. 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 credit 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,

69. Specimen Letter 10 P37 Notes 1 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

70. Specimen Letter 11 Unfavorable reply

71. 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 years 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.

72. Our investigations reveal nothing but to suggest the the company's difficulty was due to bad management, particularly overtrading. Consequently, most of the company's 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 won't hold any responsibility on our part. Yours faithfully,

73. Specimen Letter 11 P38 Notes 1 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

74. Specimen Letter 12 Asking for information about credit conditions and management directly through a customer

75. Dear Sirs, We will be obliged if you will kindly gave us the information about credit 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.

76. 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,

77. Specimen Letter 12 P39 Notes regular transactions 长期的业务往来