外 贸 英 语 函 电 Business English Correspondence

Chapter Thirteen Agency

Introduction Exercises 1 3 Contents Specimen Letters 2

As we all know that a vast amount of international trade is handled through agencies. When a company seeks to develop its markets in other countries, it often resorts to the help of agents, who will be employed to represent the company to sell its products. Nowadays, most developing countries would turn to agents and intermediaries to help develop foreign trade and foreign markets, for they know what goods are best suited to the area and what prices the market will bear. So we say agents are playing very important role in international trade. There are several types of agents, among which general agent and sole agent are the main types. 1 Introduction

A general agent may be a firm or a person who acts under some degree of instructions from his principals to sell (or to buy ) goods on the best terms obtainable. He charges a “commission” for his services under some kind of agreement or contact. A sole agent is similar to general agent. A sole agent may be a firm or a person who acts exclusively for one foreign principal with exclusive (or sole ) agency rights to sell on a commission basis certain commodities in a certain area under some kind of agreement or contract. Introduction 1

Anyhow, when looking for agents, we have to make some enquiries on the company or a person and pay attention to their qualifications, experience and personal qualities of prospective agents, such as: 1. Their reliability and financial soundness; 2. Their market connections and the effectiveness of their sales organization; 3. Their technical ability to handle the goods to be marketed; 4. The nature and extent of other agencies they may hold, and in particular, whether these are connected with the sale of competing products. Introduction 1

In writing letters about agency, we have to cover the following matters: (1) The nature and duration of the agency; (2) The territory to be covered; (3) The duties of agent and principal; (4) The method of purchase and sale. Notes: 1.seek to develop its markets 需求开发市场 2.general agent 一般代理 3.sole agent 独家代理 Introduction 1

The steps of writing Letters of Finding Agency ( 找寻代理函电的写作步骤） Step 1 ： Show the source of information. Example 1 (1) Your company has been kindly introduced to us by … (2)We learn through …that Introduction 1

The steps of writing Letters of Finding Agency ( 找寻代理函电的写作步骤） Step 2 ： Briefly introduce your products. Example 2 (1) We wish to introduce ourselves to you as a … (2) Our lines are mainly … Introduction 1

The steps of writing Letters of Finding Agency ( 找寻代理函电的写作步骤） Step 3 ： Express your requirement for agency. Example 3 (1) We are willing to entrust an agent to represent us as… (2) We express our desire to… Introduction 1

The steps of writing Letters of Finding Agency ( 找寻代理函电的写作步骤） Step 4 ： Express the wish of cooperation and early reply. Example 4 (1) We are anticipating your answer. (2) Your early reply is appreciated. (3) If we come to terms, we’ll appoint you as our agent. Introduction 1

The steps of writing a Letter of Asking for Acting as Agency ( 请求作为代理函电的写 作步骤） Step 1 ： Show the source of information. Example 5 (1) On the recommendation of… (2) We owe your name to… Introduction 1

The steps of writing a Letter of Asking for Acting as Agency ( 请求作为代理函电的写作步骤） Step 2 ： Briefly introduce your own company (to show your qualification to act as an agent). Example 6 (1) We wish to introduce ourselves to you as a… (2) We are in a position to take good care of your import business as a buying agent… (3) Our company manufactures a range of printing machines that are used successfully by companies in over 10 countries and regions… Introduction 1

The steps of writing a Letter of Asking for Acting as Agency ( 请求作为代理函电的写作 步骤） Step 3 ： Give some suggestions of future in the local area. Example 7 (1) We want to express our desire to help you investigate the market potential of… (2) We are now writing you to explore the possibility of expand the sales of… Introduction 1

The steps of writing a Letter of Asking for Acting as Agency ( 请求作为代理函电的写作 步骤） Step 3 ： Give some suggestions of future in the local area. Example 8 (1) We look forward to receiving… (2) Your early reply is appreciated. Introduction 1

The steps of writing Letters of Declining to Appointing Agency ( 拒绝申请代理函电的 写作步骤） Step 1 ： Show that you have gotten the counterpart’s letter of asking for acting as agency. Example 9 (1) Thank you for your letter of 1st September suggesting that we grant you sole agency for our household appliances… (2) We are delighted to have received your letter in which you kindly provided your service as your agent… Introduction 1

The steps of writing Letters of Declining to Appointing Agency ( 拒绝申请代理函电的写 作步骤） Step 2 ： Briefly state the reason why you decline to appointing him as your agent. Example 10 (1) I think it premature for us to discuss the question of agency. (2) It was two years ago that we made them our sole agent. Introduction 1

The steps of writing Letters of Declining to Appointing Agency ( 拒绝申请代理函电的 写作步骤） Step 3 ： Express your requirement for an agent. Example 11 (1) Unless you increase the turnover, we can hardly appoint you as our sole agent. (2) Don’t you think the annual turnover for a sole agent is rather conservative? Introduction 1

The steps of writing Letters of Declining to Appointing Agency ( 拒绝申请代理函电的 写作步骤） Step 4 ： Express the wish of future cooperation. Example 12 When opportunity matures, we will consider making you our exclusive agent for the U.K. Introduction 1

Dear Sirs, We have obtained your name from the Chamber of Commerce in your country that you are handling the export business of Cotton Printed Sheets. They told us that these goods are not directly represented in New York, so we are writing you today to offer you our services as your sole agent. We have a well-developed sales organization and are represented by a large staff all over the country. When we study the reports by them, we have confidence that there will be promising prospects of a very profitable market for your products, because nowadays there is a growing demand for such goods. Specimen letter 1 Specimen Letters 2

In view of the wide connections and experience in pushing the sales of this line, we think we can work up a very satisfactory business with you in the future. If you think a 6%commission on net sales is reasonable and other terms satisfactory, we are prepared to guarantee payment of all accounts, but we would like to have Del Credere commission of 2%. Specimen letter 1

We would refer you to the Bank of China, London as our credit reference if you want to get some information about our financial and credit standing. We are waiting for your favorable reply and feel sure that we could come to an agreement as to terms. Yours faithfully, Specimen letter 1

Notes ： 1. Obtain one’s name from… 从 … 得知 … 的名字 2. Chamber of Commerce 商会 3. Handle 经营 4. Represent 代理，代表 We are willing to represent you for the sales of Chinese Men’s Shirts in our country. 我公司愿意代理你方在我国销售中国男式衬衫。 5. promising prospect 市场前景 6.There is a growing demand for sth 对 … 有不断增长的需求 7.In view of 鉴于 8.Push the sale of sth 销售 …… 9. this line 这一行 10. work up a very satisfactory business 建立起令人满意的业务关系 11. Del Credere commission 保付佣金 12.Refer to 推荐，介绍 13.Credit reference 资信证明人 14.Financial and credit standing 财务和信用情况 15.Come to an agreement 达成协议 Specimen letter 1

(Reply) Dear Sirs, We are pleased to confirm the agreement about the agency reached between us after so many discussions. We wish this would be a very good beginning of the business relationship between our two companies and look forward to a happy and successful working relationship with you. Before drawing up the formal contract for signature we should like to confirm the main points on which we have reached as the followings: Specimen letter 1

(Reply) 1. The agency you will operate would begin from January 1st next for a period of two years, subject to renewal. 2. The commission we can grant on your sales of our products is 5%. 3. You will undertake not to sell the competing products of other manufacturers either on your account or that of other suppliers. 4. All customers’ orders should be transmitted to us immediately for supply direct. 5. Credit terms not to be given or promised to any customer without our consent. Specimen letter 1

6. A special del credere commission of 2% will be added. 7. A commission of 5%on CFR will be granted with goods shipped to Torquay, England. 8. All questions of difference arising under our agreement will be referred to arbitration. Upon receipt of your confirmation for the above points we will arrange for the contract to be drawn up and sent to you for your signature. Yours faithfully Specimen letter 1

Comments ： P226 This is a very good letter about agency, in which the writer expresses his meaning very clear. When you receive a letter like this, please do remember to give a reply as soon as possible. Specimen letter 1

Notes ： P226 1.Draw up 草拟 They agreed to draw up a formal agreement 他们统一 起草一份正式协议。 2. subject to renewal 可以续约延长 3. Grant the commission on sth 4.On one’s account 为了 … 的利益 5.Credit terms 赊账条件 6. be referred to arbitration 由仲裁解决 7. Upon receipt of 一旦 … Specimen letter 1

Specimen letter 2 Dear sirs, Through the courtesy of our commercial counselor’s office in your country we have obtained your name. They recommended you as a possible agent for our Products at you end. Recently, we have produced a new kind of electric toys and would like to have an agent in your area to sell our newly produced products. From your commercial counselor’s office we have learned that your company has a very good reputation and credit on pushing the sales of electric goods. We, therefore, write to approach you to discuss the matter of agency. We expect an annual turnover of not less than US$500,000 and on all order executed ， you will be allowed a commission of 5% to be calculated on CFR basis.

We would be grateful if you let us know at an early date whether you are interested in representing us and the volume of business you can do would warrant our granting you the sole agency. We feel confident that with your help we are sure to build up a good market in your country very soon. On receipt of your affirmative answer, we will prepare a draft agreement and send it to you for your final confirmation without any delay. Yours faithfully Specimen letter 2

Comments: P226 The writer in this letter is looking for a new agent for his products. So he writes to the reader to express his wishes for his new product agent. In the letter, the writer tells the reader about the commission he will grant and his own requirements. Specimen letter 2

Notes ： P226 1.Through the courtesy of 承蒙 … 的介绍 2.Commercial Counselor’s Office 商务参赞处 3.At one’s end 在某地 4.annual turnover 年营业额 5.Execute the order 执行订单 6.On …basis 在 … 基础上 7.Be grateful if … 如果 … 会非常感激 8.warrant 指派 Specimen letter 2

III. Translate the following expressions into English 1. 申请独家代理 to apply for sole agency 2. 总代理 general agent 3. 厂家出口代理 manufacturer’s export agent 4. 要求担任独家代理 proposal for sole agency 5. 雇用代理 to employ an agent 6. 委托 …… 为独家代理 to entrust sb. with exclusive agency 7. 任命某人为我方独家代理 to offer sb. as our sole agent 8. 物色一名代理商 to seel an agent 9. 结关发运代理商 clearing and forwarding agent 10. 保付代理人佣金 del credere commission Exercises P238

Dear sirs, We have deeply impressed by your goods of high quality and attractive design exhibited at the last Autumn Guangzhou fair. After reading your full illustrated catalogue and price list, we are convinced that there will be a ready market here for your products. If you have not any representative here, we have the interest in acting as your sole agent. Specimen letter 3

As one of the leading importers and distributors of the household electric appliance of more than ten countries, we have a good knowledge of the English market and have a close business relations with the domestic wholesalers. If we can get any opportunity to act as a sole agent we are certain that the result will turns out entirely satisfactory to both of our companies. Please let us know at an early date your quotation, the rate of our commission, payment terms and so on in order that we should begin negotiating with our customers to secure their orders. Yours faithfully, Specimen letter 3

Comments: P227 The writer in this letter wants to be sole agent of the goods he has seen because he thinks the products will have ready market in his own country. In writing such kind of letter, we should keep in mind that the information you provide must be completed and let the reader have confidence that you are the right person to be his sole agent in that market. Specimen letter 3

Notes ： P Autumn Guangzhou Fair 广州秋季交易会 2. Ready market 良好的销路 3. Household electric appliance 家电用品 4.Have a good knowledge of 非常了解 5. Have a close business relations with sb 与 … 有密切的 商务关系 6.Turn out 证明是 7.At an early date 尽早 Specimen letter 3

Dear sirs, Our good friend ABC Co.Ltd. in this city has recommended your firm to us as being in a position to handle our consignment of 100 cases of men’s shirts. We have been told that you have extensive dealings and a high reputation in your district. Please help us dispose of the followings as advantageously as possible. Nos dz Men’s Shirts, white Nos dz Men’s Shirts, light blue Nos dz Men’s Shirts mixed The above goods will be shipped to you per s.s.”Victoria”, sailing from here on June 12 direct to your port. Enclosed are the copies of Consignment Invoice and B\L. We would be grateful if you can cover the goods by insurance till sold, as we do not want to ran any risk. When you receive the goods, please let us know all the information about these goods. Yours faithfully Specimen letter 4

Comments: P228 The writer in this letter is looking for an agent. From a good friend he gets some information about the reader so he writes him to express his meanings about selling 300 sets of men shirts and let him know where the goods are now in order that the reader can make his decisions according to the situation. Specimen letter 4

Notes: P Extensive dealing 广泛的业务联 系 2. In a position to 能够 3.A high reputation 良好的信誉 4.Consignment Invoice 寄售发票 5.Run any risk 冒险 Specimen letter 4

Specimen letter 5 Dear sirs, We are pleased to inform you that the goods, 100 cases consignment of Men’s Shirts, shipped by S.S.”Victoria” have duly reached us and the covering copies of consignment invoice and B\L for the same come along with. Opening the cases, we find that the goods are in fine conditions and we think they will be suitable for our market.

Please be assured that we shall do our best to dispose of these advantages and hope the result will prove satisfactory. We shall advise you any information of the sale immediately. Yours sincerely, Specimen letter 5

Comments ： P228 The goods to be commissioned for sale have arrived at the destination on time. On opening the case, the writer finds they are satisfied with the remarket. So he writes the letter to help sell the goods. Specimen letter 5

Notes ： P228 1.reach sb. 到达某人处 2.come along with… 伴随 3.be in good condition 状况良好 4.be suitable for 适合 5.dispose of 销售 6.satisfactory 令人满意的 7.advise 通知，告知 Specimen letter 5

Specimen letter 6 Dear sirs, We have received your letter of May 22, and in order to try your market we have shipped to your consignment per S.S”Maria”, the goods specified in the copies of the Invoice, Bill of Lading and other documents annexed. In conformity with your request,we have this day drawn on your friends Messrs. Smith& Co., Seattle, against the invoice amount, US $50,600,at 30 days.

Specimen letter 6 We hope the goods will reach in perfect condition, and realize profitable prices, and lead to a continuance of business. We are waiting for your goods news as their sales. Yours faithfully ，

Comments ： P229 This letter is to tell the information about the consignment. In the last paragraph the writer offers his best wishes. Notes ： P try your market 在贵方市场试销 2. annexed 附带 3. in conformity with 与 …… 一致 Specimen letter 6

Dear sirs, We have pleasure in telling you that the 50 cases of Christmas presents per m.s.“Grate Wall” has been disposed of in good profits. The Account Sales, which is enclosed with, will show you that all the goods have been cleared at better prices than we had expected. We are pleased that in this first instance we can give you such a satisfying report. The net proceeds due to you we hold at your disposal, and we should be glad to know what we could do with them. We wait to receive further favors from you. Yours truly ， Specimen letter 7

Comments ： P230 This letter tells some information about the 50 cases of Christmas presents. Though it is the first time for the exporter and the importer to cooperate, the exporter has tried his best to do everything well and leave a good impression on the importer ， which is very important for futher transactions. Notes ： P Account Sales 销售清单 2. net proceeds 净款 3. at your disposal 代为保管 Specimen letter 7

Dear sirs, We have duly received your letter dated April23, 2008, advising shipment of 60 cases of X’mas Fancy Goods by s.s. “maria prince “ and covering copies of consignment invoice and B\L for the same. Please be assured that the goods are in good condition and suitable for our market, and we believe they will soon find large customers and be disposed of profitably. At any rate, we shall see our way to dispose of them as advantageously as possible. As soon as we have any information about the sales, we will inform you at once. Very truly yours, Specimen letter 8

Dear sirs, We have duly received your letter dated April23, 2008, advising shipment of 60 cases of X’mas Fancy Goods by s.s. “maria prince “ and covering copies of consignment invoice and B\L for the same. Please be assured that the goods are in good condition and suitable for our market, and we believe they will soon find large customers and be disposed of profitably. At any rate, we shall see our way to dispose of them as advantageously as possible. As soon as we have any information about the sales, we will inform you at once. Very truly yours,

Comments ： P230 This is a very short and simple letter about agent, in which the writer gives some information about the goods to be sold and expresses his wishes that the goods would be sold at great profits. Notes ： P230 1.X’mas Fancy Goods 杂货 2.Triple agency 三代店（代购、代销、代营店） 3.Wholesale agency 总批发商 4.News agency 通讯社 Specimen letter 8

Exercises 3

V. Translate the following letter into English. （ P239 ） 敬启者： 谢谢你们 7 月 10 日的来信。 在考虑了你信中的建议和对你们的商业信誉进行了调 查之后，我们决定在你们划定的地区里由你们为我们金 牌自行车的独家代理。 现随信附上协议草案一份，请审阅并将意见告诉我们 ，请相信我们会全力合作的。 xxx 启

V. Translate the following letter into English. Dear Sirs: We thank you for your letter of July 10th. After paying due consideration to your proposal and investigating your business standing, we have decided to appoint you as our sole agent for the sale of Gold Brand Bicycles in the district you defined. We are enclosing a draft agreement. Please go over it and let us have your comments. We assure you of our full cooperation. Yours faithfully,