Building Business Relationship

1. Building Business Relationship Foreign Language Department Lan Jianmin

2. 商务英语实务教案 A Course for Practical Business English 教学目标 授课章节 Unit 1. Building Business Relationship 教学内容 重点难点 Useful expressions; Principles & key points for business letters Brief introduction Channels to get information Dialogue & writing Exercises & assignments 教学方法 课时安排 Ask & question Case analysis Act and practice 2 Classes ( 90 munites ) Know the channels to get effective information Master the communication skills & writing skills

3. Chamber of Commerce both at home and abroad （http://www.amcham-china.org.cn中国美国商会） 2. Banks 3. Trade directories of various countries and regions 4. Exhibition and trade fairs Leading-in Channels to obtain information

4. Channels to obtain information 5． The Internet （ http://www.alibaba.com/阿里巴巴） 6. Embassies 7． Advertisements 8． Market investigation

5. Dialogue in an exhibition A: Good morning. My name is Mr. Brown. I’m from Australia. Here is my card.B: Thank you. I’m pleased to meet you, Mr. Brown. My name is Kathy Perless, the representative of Green Textile Import and Export Corporation.A: Pleased to meet you too, Ms. Perless. I travel a lot every year on business, but this is my first visit to your country. I must say I have been much impressed by your friendly people.

6. B: Thank you for saying so. Have you seen the exhibition halls? On display are most of our products, such as silk, woolen knitwear, cotton piece goods, and garments. A: Oh, yes. I had a look yesterday. I found some of the exhibits to be fine in quality and beautiful in design. The exhibition has successfully displayed to me what your corporation handles. I’ve gone over the catalogue and the pamphlets enclosed in your last letter. I’ve got some idea of your exports. I’m interested in your silk blouses.B: Our silk is known for its good quality. It is one of our traditional exports. Silk blouses are brightly colored and beautifully designed. They’ve met with great favor overseas and are always in great demand.

7. -- 早上好！我叫布朗，澳大利亚人。这是我的名片。-- 谢谢。布朗先生，见到您非常高兴。我是凯茜·佩利丝，是格林纺 织品进出口公司的代表。-- 佩利丝小姐，见到您我也很高兴。我每年出差跑很多地方,但是,到 中国来还是头一次。你们这里的人非常友好给我留下了深刻的印象。-- 谢谢夸奖。您参观过展览厅了吗？展出的大部分是我们的产品，比如丝绸、毛织品、棉布匹和服装等。-- 哦，对，昨天我去看过。有些产品质量好，设计又美观。展览会成功向我介绍了贵公司所经营的各种产品。我已看过你上次在信中所附的目录和小册子，对贵公司的出口产品有了一些了解。我对你们 的丝绸女衫颇感兴趣。-- 我们的丝绸以质量好著称。丝绸是我们的传统出口商品之一。丝绸女衫色彩鲜艳、设计美观，在国外很受欢迎，需求量一直都很大。

8. Functions of Business Letters 1 to inform, which refers to conveying the vast amount of information needed by day-to-day operations of the business; 2 to influence, which means that messages included in a business letter should also influence the reader’s attitudes and functions

9. Principles for Business Letters 1. COMPLETENESS Our letters should include all the necessary information and data. 2. CONSIDERATION We’d best sonsider the reader’s feelings , requirements, and wishes. Sometimes, using the second person is much better than the first person. 3. COURTESY In our letters, we should always keep in mind the person we are writing to, see things from his angle, visualize him in his surroundings, see his problems and difficulties and express ideas in terms of his experience.

10. Principles for Business Letters 4. CLEARNESS We should first identify what we want to express and then express the idea in plain, simple words and formats. 5. CONCISENESS We should write in the fewest possible words without sacrificing completeness and courtesy. 6. CONCRETENESS Our writing should be vivid, specific and definite. 7. CORRECTNESS At last, check the spelling, punctuation, and the date.

11. General Procedures for Business Letter Writing 1. Determine our purpose of writing a certain letter. 2. Identify who the readers are. 3. Organize the message, which is to be contained in the letter. 4. Write a draft. 5. Polish the writing.

12. Example 1 Exporter Writes to Importer Dear Sirs, Learning from the Chamber of Commerce in London, Britain that you are one of the leading importers of metals and minerals, we are interested in doing business with you. We have the pleasure of introducing ourselves to you as a leading exporter dealing in the export of metals and minerals with vast and wide experience, and we are also filled with desire to expand the business with you. Our products are in high credit with the

13. Example 1 Exporter Writes to Importer customers in Europe. We are confident that with our experience in this line more than 25 years, we can give our customers complete satisfaction. In order to give you a general idea of our products, we are sending you a copy of our catalogue. Quotations and samples will be sent to you upon receipt of your specific enquiries. We are looking forward to hearing from you. Yours faithfully, (signature)

14. Example 2 Importer Writes to Exporter Dear Sirs, We have obtained your address from the Commercial Counselor of your Embassy in London and are now writing you for the establishment of business relations. We are very well connected with all the major dealers here of light industrial products, and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive prices.

15. Example 2 Importer Writes to Exporter As to our standing, we are permitted to mention the Bank of England, London, as a reference. Please let us have all necessary information regarding your products for export. Yours faithfully, (signature)

16. Six points usually contained in letters aiming at establishing business relations: 1. the source of information 2. the intention of writing this letter 3. a brief introduction of one’s own company, including: the business scope, products and services that can be provided, etc.

17. Six points usually contained in letters aiming at establishing business relations: 4. the reference as to his firm’s financial position and integrity 5. requests for catalogues, samples, price list, etc. 6. the expectation of cooperation and an early reply

18. Useful Sentences 1. the source of information Your company has been kindly introduced /recommended to us by … Learning from… that ...we are writing to you… 2. the intention of writing this letter We are writing to you in the hope that we can open up business relations with your firm. We wish to express our desire to trade with you in leather shoes

19. Useful Sentences 3. a brief introduction of one’s own company We wish to introduce ourselves to you as a state-owned corporation dealing exclusively in light industrial goods. As for ourselves, we are a leading and well- established firm of exporters, and we are in a very good position to supply most grades of canned fish at competitive price and for good delivery.

20. Useful Sentences 4. the reference as to his firm’s financial position and integrity Will you please send us the names of two or more stores with which you have charge accounts, along with the name of the bank in which you have a checking account? Please name a bank as a reference for your credit investigation.

21. Useful Sentences 5. requests for catalogues, samples, price list, etc. We enclose herewith a list of goods to supply you from prime source at the lowest possible prices. In order to give you a general idea of the various kind of cotton piece goods now available export, we enclose a brochure and a price list. 6. the expectation of cooperation and an early reply We look forward to your reply. We await your offers with interest.

22. Useful words 1. commercial adj. 商业的，商务的 commercial counselor 商务参赞 commercial counselor's office 商务参赞处 commercial attache 商务专员 commercial articles 商品, (报上)商业新闻 commerce n. 商业 commerce department 商业部门

23. 2. dealer n. 商人 　retail dealer (or: retailer) 零售商 　wholesale dealer (or: wholesaler) 批发商 　deal n. v. 贸易，成交，经营 　make (or: do) a deal with… 与……做交易 　deal on credit 信用交易，赊帐买卖 deal in 经营…… Useful words

24. 3. enquire v. 询问 　 We would like to enquire whether you can supply the following items. 我们想询问一下，贵公司能否提供下列商品。 enquire into 调查 The buyer claimed that the goods were 　damaged in transit, but we must enquire into this matter ourselves. 买方声称货物在运输过程中被损坏了，但是我们必亲自调查这件事情。 Useful words

25. enquire about 询问关于某事 　They sent us a letter, enquiring about the market condition here. 他们给我们发来了一封信，询问这里的市场状况。 enquire of sb. about sth. 询问某人某事 Mr. Smith enquired of the exporter about the quality of their goods. 史密斯先生询问出口商他们的产品质量如何。 Useful words

26. 4. competitive adj. 竞争的，有竞争力的 If your prices are competitive, we would place an order with you. 如果你们的价格有竞争力，我们就跟你们订货。 competitive adj. 有竞争力的 competitive price 竞争价格 competitive capacity 竞争能力 competitive power 竞争能力 competitive edge 竞争优势 Useful words

27. 5. enter into business relations 建立贸易关系 还可以用： set up open up establish build up business relations or business connections Useful words

28. Useful words 6. regarding prep. 关于，与with regard to, in regard to, as regards 同义，一般可以换用。 Regarding the terms of payment, we require confirmed and irrevocable letter of credit. 关于支付条件，我们要求保兑的、不可撤消的信用证。

29. Useful words 7. enclose v. 封入 We enclose a copy of our price list. 随函附上我方价目表一份。 过去分词enclosed可作名词用，前面加定冠词 We believe you will find the enclosed interesting. 我们相信你们对所附之件会感兴趣。 enclosure n. 附件 (缩写: Encl. Enc.)

30. 8. under separate cover 另函，用另外一封信 We have sent you under separate cover a range of pamphlets for your information. 我们另函给你们寄去了一系列的小册子供 你们了解情况。 Useful words

31. Dear Sirs, We from the Chase Bank(大通银行) that you are one of the leading importers of tools and instruments in your area. We take the liberty of writing this letter to you to express our wishes to business connections with you. Our company in the export of tools and instruments for many years. To give you a general of our products, we have sent you our catalogue separate cover. We shall you with further information on your specific . We are looking forward to your early . Yours faithfully, have learnt Exercise Ⅰ enter into has dealt idea under provide inquiry reply

32. Dear Sirs, ① We are interested in importing straw willow products, embroideries and various kinds of toys and gifts. ②We foresee a bright prospect for your products in our market. We look forward to hearing from you and assure you of our close cooperation at all time. ③Your name and address have been given to us by theCommercial Counselor’s Office of our Embassy in your country as a well-established exporter of art and craft goods. We are writing to you in the hope of establishing business relations with you. ④We shall be glad if you will kindly send your catalogue and complete details of your export prices. ⑤ Yours faithfully, Exercise II ③ ① ④ ② ⑤

33. 1.我们愿意在平等互利的基础上与你们做生意。1.我们愿意在平等互利的基础上与你们做生意。 • 2.贵方来信收悉，得知你们愿意与我公司建立贸易关系，我们非常高兴。 • 3. 我们得知贵公司是当地最大的电器产品进口商之一。 • 在收到你方具体询价时，我们会立即寄上我们的样品和报价单。 • 希望能够尽快收到你们的答复。 Assignment Ⅰ: TRANSLATE THE SENTENCES INTO ENGLISH

34. Dear Sirs, We owe your name and address to Mr. Green . We take the liberty of writing this letter with a view to building up trade connections with you. We have dealt in the export of cotton cloth for many years. Our products are of superior quality and are popular with our customers from various parts of the world. In order to give you a general idea of our product, we have enclosed a catalogue. Further information will be available on your request. We are awaiting your prompt reply. Yours faithfully. Assignment II : TRANSLATE THIS SENTENCES INTO CHINESE

35. THANK YOU THANK YOU