chapter five商务函电.docVIP

Chapter V Trade Promotion Teaching Objectives Know what points should be noticed in writing a sales letter Know how to introduce a commodity to a new customer Know how to write to an inactive customer Know how to do sales promotion Know how to recommend a substitute product Please follow the principles to write sales letter know 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 letterUnsolicited 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 Sample Letter 3 A sales promotion letter to an inactive customer Sales promotion 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. 3. delay We hope this delay will not cause you any inconvenience. Should the position improve in future, we will contact you with the least possible delay. 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 supplies, we are unable to get the goods ready before the end of this month. 5. assure We assure you of our readiness to cooperate with you. We assure you that all your enquiries will receive our immediate attention. Sample Letter 4 Request for a demonstration or interview Dear Sirs, Thank you for your letter dated March 15, 2005, ordering 1000