外贸英语函电与单证课件作者王俐俐主编第4章节.ppt

还盘概述： 买卖双方对某些交易条件讨价还价，去信表明自己的要求或意见就是还盘。为了促进早日成交，还盘信需要给出适当的理由，选择适当的角度，提出适当的条件。 拒绝降价实际上就是对买方出价条件的否定还盘。因此这样的还盘信要注意强调坚持原价、无法降价的理由。例如，正处在销售旺季，已收到对方所在地区进货商的大量定单，销售利润已低到极限，着眼点在该商品的质量上等。此外，为促成交易成功也可以推荐对方购买与所要求价格相近的，价格交底的替代商品，这实际上是价格让步的一种。 还盘信： 还盘信都是回信，但都要包括开头段、正文和结尾段。 开头段中要礼貌表达对对方来信的谢意。 正文中要阐述清楚信件的功能，例如要求降价、拒绝降价、做出降价让步等。 结尾段中则要表达希望对方考虑，尽早收到定单，争取合作等愿望。 要求降价的还盘信： 要求降价的还盘信首先要感谢对方的来信； 接下来表达对某些条款的抱怨，例如价格、包装、运输等； 随后提出期望降价的要求及原因。 拒绝降价的还盘信： 拒绝降价的还盘信则要礼貌地表达拒绝的原因； 强调不能降价的种种现实，例如供求关系、生产成本、原材料市场等等； 然后表达无奈地对此拒绝。 做出降价让步的还盘信： 做出降价让步就是对买方提出的价格条件有条件的进行减让的反还盘。 开头段要感谢对方还盘并复述对方有关价格的意见 在正文段中一个重要的原则是坚持原报价的合理性并突出给予降价让步的动机和意愿，例如原报价符合市价、考虑到以前获得的帮助、双边的贸易关系、为发展与对方的长远业务等。 结尾段中敦处对方早下定单。 Words and Expressions: confirmation We are waiting for confirmation of the news. On usual terms We cannot do business on your terms. Under/ according to the usual terms… regret We regret that we cannot accept your offer. We very much regret to say that we cannot make you an offer at present. We regret being unable to meet your request. In no case: Under no circumstances; By no means Differently not We will, in no case, depart from the principle. recommend We recommend that you make trial order of these goods. We recommend you to buy a small quantity for trial. We recommend buying a small quantity for trial. A letter on counter-offer: Outline: ? Para 1: appreciation Para 2: trade terms (non-firm offer) Para 3: expectation of order Analyze the typical letter A typical letter 1.It may disappoint you to know that the price quoted in your letter is unworkable. 2.As the market at this end is not as active as last year, we wish you could cut your price by 5 percent so that we can conclude the business. 3.Sellers are naturally reluctant to reduce their prices. But you certainly realize that lower prices are an effective marketing tool, in both the short and the long term. 4.For your information, the market is weak with a downward tendency. We suggest your acceptance