Unit Eight Sales Promotion 山东财经大学 国际经贸学院

In this unit ， you will learn ： 1.Three types of sales letters. 2. The different structure of three types of sales letters. 3.writing skills of sales letters 4. some useful words. phrases and sentences.

1.Three types of sales letters. (1) The purpose of a sales letter is to expand business, to persuade the reader to buy what the sellers are able to supply. (2) The purpose of a reviver letter is to retain or regain old customers. (3) Follow- up letter:

2. Essentials of sales letter:  Appealing and attractive opening Appealing and attractive opening  Introduce products Introduce products  To offer conviction  To motivate buying actions To motivate buying actions

3.Structure of a follow-up letter Refer to the customer's inquiry and to the offer the firm has previously made; Express regret or surprise that no order has been received and discreetly inquiry into the reason. Put forward new points and arguments favorable to your promotion; Hope that the customer will take advantage of the offer.

Specimen Letter 1 ( a sales letter ) Dear Sirs, We are a Polish company that specializes in making men's shirts and would like to tell you about our line of products. Our products are special because they are made of good quality cloth.

In the 15 years that we have been selling our products we have made a good name for ourselves in countries around the world. Enclosed is a price list and brochure. If you would like to place an order or receive more information, please log onto our web site at or contact us by telephone. Sincerely yourswww.polishshirts.com

Specimen Letter 2 ( A follow-up letter ) Dear Sirs We wrote you on May 5 in reply to your enquiry for air-conditioners. However, up to the present writing, we have not have the pleasure of hearing from you. Your silence leads us to think that there must be something that prevent you from making further enquiries.

Perhaps it is because that the catalogue we sent you shows only the standard type of air- conditioners, and it is quite probably that you could not find the model you were looking for. Now we enclose a copy of our recently published booklet showing a wide range of household electric appliances being handled by us, including microwave ovens, refrigerators and air- conditioners. They all enjoy quick sales for their durability and energy-saving property.

If any of the items illustrated in the booklet interest you, please do not hesitate to let us know. We will make you offers upon receipt of your detailed requirements. We sincerely hope to conclude some satisfactory transactions with you in the near future. Yours sincerely Encl: a booklet

useful words and phrases 1. be famous/well-known for… 2. be popular with meet with a warm reception be in (great) demand 3. sell well/fast enjoy fast sales command a good/ready market/sale find a ready market/sale of our products

4. be moderate/reasonable in price, 5. superior/outstanding in quality, 6. excellent/skillful in craftsmanship/workmanship, 7. beautiful in pattern, elegant in style, novel/unique in design 8. We deem it to your advantage to ……

Useful expressions: To develop the business relations between us, we would allow you a 3% special discount for any order received by the end of September. 8. In view of your previous substantial orders, we are giving you the first chance. Use our Microwave Oven for two weeks absolutely free. Why wait? Come and buy right now since a special discount of 15% will only be offered for a month.

Exercises Ⅳ Exercises Ⅴ Additional Exercises: Translate Exercises

1. This item,being quite popular in our area, will also command a ready sale in your market. 2.With regard to your application for attending the Guangzhou Fair, we are contacting the relevant authorities and shall inform you as soon as the application is approved.

3. With a view to supporting your sales, we have specially prepared some samples of our new articles together with a price list, which are enclosed for your consideration. 4. Owing to its superior quality and reasonable price, our goods has met with a warm reception and enjoyed a quick sale in most European countries. We think it to your advantage to buy these articles for sale in your market.