Transcript Chapter02-4.18

外 贸 英 语 函 电
Business English
Correspondence
Chapter Two
Establishing Business Relations
Contents of Chapter 2



Section One Introduction
Section Two Useful Words & Expressions
Section Three Specimen Letters
Section One (P28)
Introduction
1. The Significance of Establishing Business Relations
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.
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.
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

2. The Main Channels and Methods for
Establishing Business Relations (1)
Usually, you can secure all the necessary
information about a new customer with the help
of the following channels:
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.
2. The Main Channels and Methods for
Establishing Business Relations (2)
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:
Introduction
Ways to expand the markets –
1
communicating in writing
attendance at all kinds of commodities fair
2
3
contacts at the exhibitions held at home and ab
road
Mutual visits by the trade group and delegation
Guangzhou Fair
Guangzhou Fair(usually called
Canton Fair) —the Chinese
Import and Export Commodities
Fair in Guangzhou
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.
3. The Main Contents of a Letter for
Establishing Business Relations
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.
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.
Section two
Words and
expressions
Steps/Contents
Typical 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……)
Steps/Contents Typical 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。）
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……）
2. Selfintroducing
...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｡）
Steps/Contents
Typical Expressions
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
2. Selfintroducing
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……）
Steps/Content Typical Expressions
s
We are willing to... （我方愿意……）
We express our desire to... （ 我们想表达……的意
愿｡）
3. Indicating
your purpose
and desire
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……)
Steps/Content Typical Expressions
s
We now avail ourselves of this opportunity to...
3. Indicating
your purpose
and desire
（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……）
Steps/Content Typical Expressions
s
Your early reply is appreciated./Any early reply would
be highly appreciated. （非常感谢你们的早日答复｡)
4. Expressing
your
expectation
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｡)
Steps/Contents
Typical Expressions
For letters in reply to the letters requesting for the establishment of
business relations
Thank you for your letter of... (感谢贵方……的来函｡)
1. Expressing
your thanks for
the incoming
letter or stating
your letterreplying
purpose
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……）
Steps/Conten Typical Expressions
ts
Your wish of... coincides with ours.
2. Expressing （你们的……愿望与我们的不谋而合｡）
your
This is also our desire. （这也是我们的愿望｡)
agreement
/desire/ wish 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｡)
We are sending you... (我们将给贵方寄去……）
3. Indicating
We shall be glad to have your...
the action you （我们将很高兴得到贵方的……）
are going to
As requested, we are airmailing to you...
take
(按要求,我们特此给您寄去……）
Enclosed is/are our.../We enclose our...（ 随函附
寄……）
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,
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.
Notes
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

Specimen Letter 2 Writing selfintroduce letters
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.
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,
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
Specimen Letter 3
Importer writes to exporter
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
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,
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
Specimen letter 4
Exporter writes to importer(1)
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.
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.
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
Specimen letter 5
exporter writes to importer(2)
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.
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
Specimen letter 6
exporter’s reply to the importer (1)
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.
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,
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
Specimen Letter7
Exporter’s reply to the importer(2)
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.
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,
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
Specimen Letter 8
A reply to the importer
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.
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,
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
Specimen Letter 9
Writing a letter of credit enquiry
about a new customer
1. About Credit Enquiries/Investigations
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.
2. The
Main Channels and Methods for Credit
Enquiries/Investigations
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.
Steps/Contents
Typical 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……)
Steps/Contents
Typical 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。)
Steps/Contents
Typical Expressions
Any information as to …would be valued and
treated in …confidence by … (……将会珍视任何
4. Promising to treat
关于……的信息并……保密)
any information in
You can rest assure that all result will be kept
strict confidence
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。）
For letters in reply
1. Expressing your
thanks for the
incoming letter or
stating your letterreplying 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。）
Their chief line is … (他们主要的经营范围
2. Giving credit
information concerning 是……)
The Co. you mentioned is a …company. It
the relevant firms
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……)
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。)
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.
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.
Specimen letter 10
Favorable reply
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.
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,
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
Specimen Letter 11
Unfavorable reply
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.
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,
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
Specimen Letter 12
Asking for information about credit
conditions and management directly
through a customer
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.
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,
Specimen Letter 12
P39
Notes
regular transactions 长期的业务往来