《Correspondence 5 - Trade-Promotion》.ppt

Chapter V Trade Promotion 推销 Teaching Objectives Know how to do sales promotion Know how to introduce a commodity to a new customer Know how to write to an inactive customer Know how to recommend a substitute product Introduction What are sales letters? Sales letters are a form of advertising. They aim to sell particular kinds of goods or services to selected types of customers and thus expand your business. Please follow the principles to write sales letters known as AIDA: attention, interest, desire and action capture customer’s Attention arouse their Interest create Desire encourage Action of purchase Sample Letter 1 An unsolicited sales letter Unsolicited sales letter ---- to gather facts about your product or service; ---- to identify several selling features that will fulfill specific customer needs; Solicited sales letter ---- an answer to an inquiry 1. Cooperative advertising 2. Prefer We prefer to send the documents by airmail. We prefer waiting to placing an order hastily. We prefer Chinese Green Tea for its fine quality and special flavor. Sample Letter 2 A Promotion Letter Lead-in Question: Would you please find out the selling features in this promotion letter? Sample Letter 3 A sales promotion letter to an inactive customer 1. fill vt. 执行(订单等)；满足(要求等) E.g. We can fill your order for 300 pieces of bicycles immediately. 2. cease If the buyer refuses to pay the increased price, then this agreement shall cease at once. We worked without cease to get the project finished on time. At last they ceased working for lack of capital. The factory ceased production. Sample Letter 3 A sales promotion letter to an inactive customer 3. delay We hope this delay will not cause you any inconvenience. Please delay delivery until further instructions. 4. on one’s part/on the part of 在……方面 We regret that owing to some delay on the part of our suppliers, we are unable to get the goods ready before the end of this