外贸英语写作

Unit 1 Establishing Business Relations1. Self introductionDear Sirs,This is Water from SHV Company. Ive been working in DVD field for more than five years. Hope that I can serve you with my professional experience from now on. Please feel free to study our offer as below.First of all, I would like to introduce you some information about our factory. SHV Company is a professional manufacturer in producing Portable DVD Player, covering 7, 8.5, 9, 10.2. And SHV got the supports as below.Staff Number: over 300Production lines: four linesMonthly capacity: 60,000pcsQuality control: FCC, CE, EMC, CCC, RoHSFactory management: ISO 9001 International Quality Management System and ISO14000 International Environment Management SystemMarkets: xxx from Spain, xxx, xxx from Italy, xxx from Germany, xxx from Ukraine, xxx from Bulgaria, xxx from Russia, xxx from Israel, xxx from Iran, xxx, xxx from India, xxx from Middle East, xxx from Paraguay, xxx from Panama, etc.Now I would like to offer you the fast sale item with best price for your reference first.Model: Item A701, 7 swivel screen with TV tuner, USBCard RenderOffer: FOB Shenzhen US$50MOQ: 1000pcsSamples and more information are available for your study anytime. We appreciate your kind reply soon.We are looking forward to our cooperation in near future.Best regards,WaterNotes1. 第一次积极联系客户，简介自己在行业内的经验和成绩。让客户产生信心。2. 简介公司的产品和实力，以增长客户信心。3. 根据客户所在国家目前销售产品的状况，向客户推荐合适的产品。4. 报价时要涉及产品的重要信息。例如产品的重要功能，报价条款，价格，订单起订量等。5. 最后，提出合伙的愿望。2. Contact customer after the fairDear Sirs,Thank you for your kind visit at our booth 3.2F18 during Canton Fairs. This is Water from SHV Company. I hope you could feel free to study our offer about Portable DVD Player.SHV Company is a professional manufacturer in producing Portable DVD Player. The products are spreading the countries and regions including Asia, Europe and America, products covering 7, 8.5, 9, 10.2. Weve been investing US$38 million to set up a high-tech industry zone named SHV Technology Co., Ltd in Zhejiang Province, which covers 8 square meters and 00 square meters of building. With our strong RD and workmanship. Believe we can become your good partner and friend.According to the memo during Canton Fair, we would like to list the following offers for your record.Model: Item A903, 9swivel screen with TV tuner, USBCard ReaderOffer: FOB Shenzhen US$50MOQ: 1000pcsSamples and more information are available as requested. We appreciate your kind ideas about our cooperation.We are looking forward to our initial cooperation soon.Best regards,WaterNotes1. 参与展会是诸多公司选择推广产品的一种很重要的方式。在展会之前，一般都要向所有的老客户和潜在的客户发邀请函。这也是向客户展示实力的一次机会。一般邀请函都会做成图片的形式，以便发送给顾客参照。内容涉及：参展公司名称，参展日期，展位号，主展产品等重要信息。2. 展会之后，联系客户时提及展位号，客户更容易忆起自己。3. 开门见山地阐明自己销售的产品，容易抓住日理万机的客户的注意力。4. 简短的公司和产品简介可以让客户在短时间内熟知自己的实力和优势，以拉近合伙的距离。5. 根据展会上的笔记，总结并正式向客户报价。6. 最后，提出合伙的盼望。Dear Claus,It was nice to meet you in Hong Kong, and hope you had a good trip.Thanks for your kind visit to our showroom. Its a little pity that your schedule is so tight. If possible, wed like to invite you to our office next time and show you around our three factories.The follows are our meeting memo for your reference.For 5.1CH standard DVD player, US$21DivX version, add US$1 per setNero function, add US$0.5 per setFor DVD-T and new project MD-2720, it is still under consummating. When it is completed, well inform you immediately. Also well arrange DVD-591/DivX-592 sample for your test.Even though we met a lot of problems by first cooperation, now its OK and the second container will be dispatched next week. I think we can run more smoothly by the following days. Both sides know each other better. And also we learn a lot from your professional, cautious and serious working style.I do hope you could share some of your proposals of our next step cooperation. Your ideas for our whole year plan will be helpful. Please try to offer me some minds, wed hope we could expand our business, work more strategically, and support you by our best service.Best regards,AaronNotes1. 客户一般都会参与展会，一方面是考察既有的供应商，面谈为了订单的筹划，贯彻新订单的价格或者跟进进行中的订单状况；另一方面获取更多的产品信息，涉及市场新价格，同类产品新的供应商等。2. 展会后，对与客户面谈的内容进行总结，积极给客户发会议记录。3. 再次提及洽谈的内容，更为具体地阐明这些内容的具体状况。特别死有关样品或者订单进行的时间等方面的拟定。4. 进一步充实内容。涉及对彼此之间合伙的评价以及对将来的展望，尚有对客户的操作方式的理解等。对问题点到即可，重点是展望合伙和服务质量的改善。5. 提出自己的但愿，同步也提示客户，随着合伙的进一步，将来可觉得客户提供更优质的服务，以增强客户的信心，这样可以加深合伙。3. Enquiry from customerDear Julia,I hope you are doing well.My name is Marcelo. I represent RS Corp., from Buenos Aires, Argentina. We met each other at the Las VegasCES, last January. At that time we talked about your products. Actually we are WalMarts Argentina traders, relating to DVD, DivX, DVD Recorder, Portable DVD and LCD TV. I remembered that during our meeting you informed me about some prices that were suitable for us. So, as this moment, Id like to know your quotation of prices-FOB China-of the following articles, for WalMarts Argentina.DVD 5.1 full sizeDVD 5.1 1/2 size with displayDivX 5.1 full sizeDivX 5.1 full size with USBThis request is for WalMarts order, which will be around 0pcs of each article. Please, Ill appreciate you will send me your products pictures and price. If those are different from the catalogue you gave me at the CES, or just let me know which catalogues articles you are quoting. Please answer me as soon as possible. Thanks a lot.Hope to hear from you soon.Best regards,MarceloReply to the aboveDear Marcelo,Thank you very much for your kind enquiry to us. Your detailed company and market information impressed us deeply. Glad to see that there is a chance for both RS and Mizida in entering into some projects cooperation in near future.Further to the enquiry, we would like to make you the offer as below. Photos are as attached.DVD 5.1 full size, DVD-592, US$21, if with DivX, US$21.5DVD 5.1 1/2 size with display, DVD-558B, US$20DVD 5.1 full size with USB, DVD-602/561, US$23The whole offer is upon FOB Shenzhen price.And base on your potential quantity 0pcs per item.Wish they could meet your request.We are ready to provide more information and samples as requested. We appreciate your comments and looking forward to working together with you soon.Best regards,JuliaNotes1. 展会之后或者是从互联网推广联系得到的客户，在一段时间内没有订单，一方面阐明由于市场销售和客户的推广筹划等因素，在当时的确没有订单需求；另一方面阐明客户当时已有较为稳定的合伙伙伴。但往往客户也会将同等的供应商列为参照对象，当有合适的产品或者新项目的时候，客户将会积极联系。因此需要不间断地跟进，例如价格更新，产品更新或者是信息交流。2. 分析客户的邮件。邮件中客户陈述阐明相识于何处，客户的公司和产品简介以及销售的场合，尚有有关产品的规格等较为具体的规定。此类有实质性内容的邮件，阐明合伙筹划往往较大。3. 答复邮件要根据客户的市场特性，订单数量，价格规定等，推荐最合适的产品，报最有竞争力的价格。客户也喜欢和实力相称的公司合伙，但需要产品质量过关以及有竞争力的价格。4. 报价的内容要清晰。例如价格条款，起订量和有关的单价，产品的重要规格或者功能阐明等。这些内容一定要清晰，不能模糊，以免引起误解。并附上精美的图片，让客户可以更直观地选择。5. 盼望合伙，体现诚意和热心。Dear Sirs,Thank you very much for your kind enquiry to us. This is Alice. From now on, I will help to follow up your orders and hope my 5 years experience and hard work can serve you better.Regarding your enquiry, please find our reply as below.1) Our products are fast sales in EU countries and America. Especially we already had steady partners in those places. And the cooperation has been lasting more than 5 years.2) Regarding American market, our customers prefer healthy sleeping, so they would like to buy the mattress to protect their backbones. For example, memory mattress, independent spring mattress, surely the reel mattress you mentioned is also fast sale. Please refer to the attachments, I would like to introduce some suitable items for your market3) Currently our company is applying for the American prevailing rules CFR1633 which is standard fire protection and becoming effective in July 1st, . As we know that in Los Angeles they would apply for the standard fire protection rule TB603. But now they upgrade to CFR1633. We think you might require for it, too. Please refer to the CERTIFICATION as attached.4) Payment term:A) 30% deposit T/T in advance, 70% balance T/T before shipment.B) 50% deposit T/T in advance, 50% balance by irrevocable L/C at sight.5) Leading time: 15days upon deposit received6) MOQ: 1*20GP, FOB ShenzhenIf you have any enquiry and need our help, please dont hesitate to contact me.Best regards,WaterNotes1. 行业内的客户一般会比较关怀产品的质量，工厂产品的市场销售状况，质量认证书灯重要方面。因此这些条件都直接影响客户对工厂产品的结识。由于不同的市场，质量规定是有区别的。欧美国家比中东等国家地区的规定会严格某些。2. 文中第一段体现个性化的服务。3. 第二段答复客户的问题，着重突出优势和实力。有稳定的客源，和客户有超过5年的合伙，充足体现公司实力和产品质量的保证。分析最后消费者的实际规定和特点，体现个人的知识丰富，够专业水准。分析客户市场对质量的规定，呈现公司的实力与时俱进。内容环环相扣，答复环绕客户问题的同步，也向客户阐明了公司其她方面的操作程序，以便客户更进一步的理解。Dear Sirs,I am the purchase manager of Sound Master Company in South Africa. We are planning to import mattress. The quantity may be around 200 sets at the first time. And our boss Mike and I will visit China next month. We would like to talk to you in your factory. In order to get the visa from Chinese Embassy, can you send an invitation letter to us?We are looking forward to hearing from you soon.Reply to the aboveDear Anson,Thank you very much for your kind enquiry to us. My name is John. From now on, I will follow up your orders and offer best sales service with my professional experience.Because we dont have your ideas about target item, I would like to offer you some fast sale items in South Africa for your easy reference first. The details are as attached. We are also inviting you to visit our website at .com to know more details about us.Regarding the invitation letter, we would like to share some information with you. Normally we have to submit application form and relative necessary information to our government for approval first. As we didnt start cooperation before, the application period may be longer. In order not to affect your schedule, I would like to advise that if you have other business partners here, youd better ask them to help you. So you may get the visa within one week. Please take our suggestion as reference. Surely we are pleased to apply for you if you need our help. But please send us the details about the people who will come.To catch the visit schedule and run the business soon, shall we exchange some important ideas first? We may conclude some agreements before you visit in China.We welcome your coming and visiting. And looking forward to our cooperation soon.Best regards,JohnNotes1. 有些国家的客户如果要到中国来访，申请签证时，需要工厂提供邀请函。邀请函的申请需要有关政府部门提供具体的资料，例如到访人的个人资料，双方之间生意往来的资料，涉及发票，报关单以及工厂的营业执照等重要文献。申请的程序比较复杂，申请的世界也比较漫长，需要一种月左右。2. 类似的询盘，答复药抓住重点词语，例如“import mattress, visit China, invitation letter” 突出分析客户的需求，以加快合伙为目的，有针对性地答复和建议。Sample 4Dear Water,We are currently looking to expand our product line including memory foam mattresses and pillows.I will come to china next month. In the meantime, I would like to collect as much information as possible on prices and specifications.Please advise us at your earliest convenience.Best regards,Michael Reply to the aboveDear Michael,We are glad to know that you will expand your business line on memory foam mattress memory foam pillow. Believe we can serve you better and better in near future.First, please refer to the attachments for your reference.It is great that you will come to China for business. Please kindly arrange your schedule to visit our factory. We hope we can have a close talk face to face. Then we could show you our production lines and sample room. We are confident that if will make our cooperation smoothly.When your visit schedule is available, please kindly let me know.Best regards,Notes1. 客户筹划扩展业务，对公司的产品表达感爱好或者看好公司产品的前景，表达要来访中国，并要参观工厂。2. 针对这样的询盘，重要是分析客户的目的和规定，抓住重点词和重要意思。例如“expand, Collate price and specification”。根据获取的信息，有环节，有的放矢地答复邮件。3. 在邮件中，对客户表达出诚意，细致，同步要展示公司重要的实力，以增长客户对公司的理解，增强合伙信心。4. Take the information from other colleaguesSample 1Dear Maitance,Good day.Nice to contact with you. This is Echo from CABC (Hong Kong) International Industrial Limited. And it is my great honor to serve you in the future.Our boss Mr. Jason, just came back from the MIDO SHOW, and I learned that you are interested in our swimming products. Here attached our updated price list for your reference. Also, please take your time to visit our website at .com for pictures and more details.Mr. Jason had quoted you two models in MIDO, and here we list a gain as below for your easy reference.Swimming cap: CAP800 USD2.0 (according to your quantity of 200pcs)Earplug with strap: EP-200 USD 0.8 (including package)Please contact us freely if you have any question. We are looking forward to building business relationship with you in the near future.Notes1. 参与展会时一种公司推广产品的重要渠道。但是公司的投入会根据实际状况而定。一种公司的业务员一般均有两个或者两个以上，由于国外展会的费用较高，对于规模不是很大的公司，业务员参与展会的名额也是有限的。在展会之后，公司会把展会上获得的名片进行分发，每个业务员可以运用自己的方式去联系客户。2. 文中，一方面阐明信息来源，并向客户表达和谐。3. 在展会上，客户或多或少都对公司进行了一番理解。由于自己没有直接和客户交流，因此要有合适的过渡，侧重阐明自己将会提供个性化的服务，让客户满意。4. 提出合伙盼望。Sample 2Dear Marcus,How are you doing? This is Water from ABC Company, Ms. Graces colleague. She already left the company some time ago. Its been a long time no contact with you and your company. We are glad to contact you again about external battery pack for Mobile Phone and Notebook.I would like to update you some latest model and new offers for your reference. We hope we can enlarge our business scale. Please find the details as attached.Looking forward to hearing from you soon.Sample 3Dear Andy,This is Tina, sales representative of ABC Electronic Company. Thanks for Edens assignment, Im pleased to have the opportunity to contact you and take charge of our cases directly. Hope we can set long-term business relationship and expand business it the future.Now Im taking up your first order- (DVD recorder), all the specifications and other details will be followed by me. Therefore if you have any problem, please feel free to contact me.Further to your new order, please refer to the attachments for our quotations, we are waiting for your confirmation. Surely we will get a good delivery date for you.Thank you for your good cooperation and your early reply will be appreciated.Notes1. 对已联系或者已合伙的客户，函电撰写重要体现服务，不让客户感觉到突兀。2. 对临时无合伙，曾经联系密切，有邮件阅读回执的客户要保持联系，在某个特定的而时间提示客户产品的报价，以及产品的市场销售状况等。如果懂得对方公司和自己公司生产的产品相符，要多参照客户公司的网页，根据网页上的信息，不断向客户展开剧烈的“袭击”。此外，合适的电话联系也是必须的，或者以传真的方式，或者直接给客户发邮件。尝试不同的方式反复联系，提高成功的也许性。5. Contact customer by B2B web informationDear Sirs,I got your business information online. We would like to cooperate with you on CARDS，and become your good partner in near future.With more than 12 years experience in manufacturing all kinds of PVC cards, paper cards, metal cards and smart cards in China, weve grown up into a main supplier in Italy, Germany, Sweden, France, Denmark and New Zealand etc. The daily output can reach millions of cards. Including PVC blank and printed cards, paper cards, scratch cards, magnetic cards, IC cards, game cards, gift cards, member cards, pokers, playing cards, metallic cards, phone cards, irregular-shaped cards, ATM cards, IC cards, ID cards, RFID tags etc. We welcome your ODM projects. All sizes and thickness can be done here.We welcome your enquiries. Please visit our official website at . It will be appreciated that if someone from your company could contact me freely. My email is: .Please let us become partners and start the initial cooperation soon.Looking forward to hearing from you.Beat regards,WaterNotes1. 运用搜索引擎获取客户信息。一方面，阐明信息来源和目的。要直截了当，为客户节省时间，使客户一看便懂得自己是做什么产品的，如果客户感爱好便会继续看，或者作为考虑的合伙对象，而不是视为垃圾邮件。2. 公司产品种类和市场状况的简短简介。表达可以满足客户的需求。3. 第一次联系的人也许不是直接的对口人。提出如果有人联系自己，也是一种较好的联系方式。4. 最后，提出合伙的愿望。点石成金一、 第一次联系客户，无论是通过何种方式获取客户的信息，撰写信函的时候均有某些必须要引起注意的事项。1. 询盘内容各异。例如，有些客户只是很简朴地询问，请把你们的产品价格单发给我。针对类似的询价，对信息需要筛选，不能只是应付式地答复产品的价格是什么。要积极建立沟通的桥梁，可立即答复一封询问式的信函，表达已经收到对方的来信，但有些地方不是很明白。例如你想理解她需求的产品的款式，数量，具体的规定。有来有往，形成互动沟通之后，背面的业务操作就简便得多，也更易成功。2. 理解客户，可以通过客人公司的网站理解，或者使用搜索引擎搜索。理解客户来自哪里，公司性质，经营的市场，重要销售的产品种类等。理解这些资讯可以更有针对性地为客户服务，起到事半功倍的效果。3. 信函答复。核心一点是报价，作为业务工作者不是报价员，因此不能只是简短地报价。在沟通中，客人也需要对供应商有一定的理解。在答复询价时，有必要对客户关注的问题做一种简要扼要的简介。例如公司的基本状况，供货能力，产品质量控制，产品服务，公司研发和创新能力等。二、 个人素质能力。1. 熟知行业内的产品信息，对市场走向保持敏感性。理解竞争对手的状况。2. 保持一颗斗志昂扬的心。心态决定成败，坚持可以让一种人底气十足。随着一种人阅历的增长，更多的是心态的较劲。3. 工作中保持紧张感。有压力，必然有动力。4. 建立并扩大自己的影响力。产品销售贯穿于每一种环节，涉及内部与同事和外部与客户之间的沟通，建立良好的沟通时做好工作的核心。5. 读书充电，与时俱进。持续学习新思想与快捷有效的工作反措施。Unit 2 Sample Charges样品在订单确认的过程中是至关重要的。做业务时，一般都会遇到有关样品收费的难题。例如，有些客户根据她们公司的规定，只乐意支付运费，有的甚至连运费也不乐意支付。对于业务员来说，如果免费给客户提供样品，需要在公司内部申请并阐明客户状况，还需要领导核算审批，程序比较复杂，也有也许会被回绝。如果需要向客户收取费用，有些客户比较爽快的乐意支付费用。但是有些客户却不乐意支持样品费，因此需要进一步沟通。对于工厂来说，如果给每个客户免费提供样机，这笔开支也是惊人的，有点不切实际；另一方面也不符合长期的战略性的发展规则。但是与否收取样品费这个问题，我们要区别和灵活看待。第一，如果产品有一定的货值，要拟定样品都是需要收费的，在开始联系客户的时候就明确表白，努力求取让客户支付样品费用。第二，根据对客户的评级以及其诚意和产品的销售状况，可以考虑赠送某些免费样品。由于样品是打开大客户大门的第一步。第三，如果样品的货价比较便宜，客户规定的数量较少，可以提供免费样品。值得注意的是，如果客户乐意支付样品费用，则体现出客户注重彼此间的合伙，是非常有诚意的体现。这些客户的成交率往往也很高，要重点跟进。平常邮件是交流和互换信息的重要方式，如果需要和容许，可用电话和其她即时沟通工具交替进行。对于那些药理解样品之后再开始合伙的客户，英合适予以产品的测试和市场考察时间。然后，针对客户的反馈，跟进订单贯彻的世界。如果客户提出改善建议等其她规定，要结合公司的实际状况，着重分析客户的规定，整顿出切实可行的方案，做到胸有成竹，有的放矢！对收取样品费用这个难题应当如何与客户沟通？如何引导客户，让客户开心地埋单？如何让客户感觉到你的诚意和付出？如何让客户觉得和你合伙是不久乐的？本节将一一分析。Sample 1 Customer ask for samples to send by fedexDear Water,Thanks for your email.Ive been checking with Wal-mart and I need you send me urgently by FEDEX the following items samples.DVD592 W/DivXDVD558B (They didnt like the tooling, could you please offer me another?)DIVX602 (They are interested in this one but without the card reader because tell me the price without the card reader?)As soon as all of these is OK, I will send you our FEDEX accounts details so that you could send those and please also tell me when those will be ready to send.Its very important to know the percentage of RMA you will be sending, for because, for most of the items, Chinese products come with failures and Wal-Mart need to know in advance the said percentage.Reply to the aboveDear Marcelo,It is pleased to get your feedback. Thanks for your appreciations of our items.Further to the samples, all of them are OK to send, but as a rule, we have to charge you first. That is a usual way to every customer. I think we could get your support and understanding, too. When the samples are ready, it is sure we could send you by your FEDEX account. Please kindly confirm me the samples charges. And I will send you P/I for payment remit immediately.DVD558B is not your type, I would recommend you the offer one, enclosed the item DVD557B.Regarding DIVX602, the model is always coming with USB and together with Card reader. We can not cut the Card Reader function only. Now we got many nice feedbacks about this item, would you try to promote and take that as additional function? It may be OK, too.Regarding RMA, now the rate is 1.5%. Now the DVD player is very mature in our company.Look forward to your further comments soon.Best regards,WaterNotes1. 一般状况下，客户如果认同供应商的公司和产品，在规定样品时，会直接提出运用她们公司的到付快递账号寄送样品。2. 如果需要支付样品费用，必须明确提出，在语言运用方面要体现诚心诚意，让对方愉悦地接受。无论对方与否一定支付，都先要假定对方会支付费用。3. 对对方提出的问题，回答之余也要有合适的引导。由于每个市场对产品功能的规定不同。但是由于产品自身的因素，有些功能是无法达到或者清除的，因此无法百分之百达到客户的规定。这个时候引导和阐明尤为重要。Sample 2 Customer refuse to pay sample chargesDear Water,This is the one of 7 with analogue TV, right? Final price is $84 with battery included, right?I need another sample in Spain.BR,Javier AyllonReply to the aboveDear Javier,Yes, you are right. The model mentioned by Fiona is with Analogue TV Tuner. The price is with battery also, 1800mAh Li-polymer battery.Also it is OK to offer you the sample for test. But as a rule, we have to charge you the sample fee. Hope it is OK to your side. Sample charge US$90/pc.Please confirm it, and I will issue the invoice for your reference later. Therefore I can send the sample to your Shenzhen office directly. We are quite near each other. If is easy for me to bring the samples there.Looking forward to hearing from you.Best regards,WaterNotes1. 一方面要肯定地答复客户的问题，并阐明细节，点到即可。重要是传递重要的产品信息，让客户抓住重点。2. 明确自己的立场和做法，