1. 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 OneIntroduction

2. 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.

3. 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.

4. Specimen Letters Section Two Specimen Letter 1 Wishing to establish relations Comments: 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. Notes 1 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

5. Specimen Letter 2 P29 Comments: 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. 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

6. Specimen Letter 3 P30 Comments: This letter is written in very simple language. The first paragraph 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. 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

7. Specimen Letter 4 P30 Comments: This letter is short, but clear. “have come to know the name of your firm from...” means “get to know your name from...”. 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

8. Specimen Letter 5 P31 Comments: The exporter writing this letter gets to know the particular importer 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. 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

9. Specimen Letter6 P32 Comments: This is a letter written by an exporter to an importer. In the letter, 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 Notes 1 fall in our line 由 …… 经营 2 draw your attention to 值得注意 3 commission 佣金

10. Specimen Letter 7 P33 Comments: This letter responds to the importer’s inquiry by enclosing 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.

11. Notes 1 be passed on to sb. 转交 2 up till now 至今 3 for.. reference 供某人参考 Specimen Letter 8 P34 Comments: 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.

12. 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 P35 Comments: This is a letter of credit enquiry through a firm. In writing this kind of letter, usually the size of your order should be mentioned and promise to keep what you know as strictly confidential.

13. Notes 1 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

14. Specimen Letter 10 P36 Comments: This is a favorable reply to the credit enquiry of a firm. 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

15. Specimen Letter 11 P37 Comments: This is an unfavorable reply to credit enquiry of a firm. When writing unfavorable replies, we should adopt polite and careful words and sentences. 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

16. Specimen Letter 12 P37 Comments: This is another credit enquiry, in which the writer expresses 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. Notes regular transactions 长期的业务往来

17. Section Three Useful Words & Expressions P38 Section Four Useful Sentences P39 Section Five Exercises P43