6国际商务函电.ppt

UNIT 6 SALES PROMOTION Lead in The purpose when we write a sales correspondence is to persuade the readers to buy what you sell. Writing a sales correspondence, we should try to present the offer from the point of view of the buyer not the seller himself so as to promote sales of the goods. In order to reach this goal, we should learn about the potential customers. What kind of goods or service do they need? What are their interests? What is the most crucial factor they concern? Before writing, careful analysis should be made by writers so as to present answers the customers want to know in the sales correspondence. A satisfactory sales correspondence will usually include the following: 1. Arousing buyers’ interests; 2. Creating buyer’s buying desire; 3. Persuasion; 4. Action. In order to make a good impression on the goods you wish to promote we have to remember the following points: 1. Keep the correspondence as short as possible; 2. Catch the reader’s interest in the opening paragraph; 3. Give the correspondence an attractive look and make it as personal as possible. Specimen Letters 样函 1 1.inform 告知；通知，其基本句型是 inform sb + 宾语从句，和 inform sb. of sth.，如: We shall inform you of the date of shipment, name of steamer. Please inform us that which one of the three types is of interest to you. We wish to inform you that business has been done at $200 per metric ton. 2. credit 信用，信誉，信贷；赊欠（期），多用于商人间的出口信贷、卖方信贷、卖方信贷。 I would like to know exactly how their credit stands. Our services are in high credit with the customers in Europe. The bank refused further credits to the company. No credit is given at this shop. 3. quality 质量 Quality is the essence of this order. If the quality of your initial shipment is found satisfactory, large repeats will follow. The goods are available in various qualities. 4. dealer 经销商，又称 distributor，或商号。他们通常与贸易商或厂商有着长期买卖的密切关系，有时有独家的经销权。dealer也可指在证券、外汇及黄金市场上从事证券、外汇及黄金交易的交易商或交易员（经纪人），前者自己负责盈亏风险，后者仅赚取佣金。 They are among the