Chapter 3   Making (Business) Contact

Section 1  Introduction

Section 2  Specimen letters

Section 3  Useful Expressions (Self study after class)

Section 4  Guide to Writing

Section 5  Exercises

Section 1  Introduction

Tips (窍门) for Establishing Business Relations

1.1 An list of channels: sources of contact

(1) Trade Directory (贸易目录)

(2) Chamber of Commerce (商会)

(3) Banks

(4) Advertisements (广告) in all media

(5) Introduction or recommendation from Embassy or consulate

(6) The internet

(7) Visits by trade delegation and representatives

(8) Trade fairs, Exposition (博览会) & Exhibition (展览会)

(9) Sales letters

 

  1.2  Options of medium (媒介) : flexible, but culture-sensitive

  1.3  The tone (语调) of initial written communications is crucial (关键性的).

  1.4  Three types of messages:

           introduction; advertisements; sales letters

  1.5  Strategies (策略) for writing these messages

          

 

 

Section 2  Specimen Letters (样函)

    Specimen 1: Self-introduction

Dear Sirs

    We have learned from the Commercial Counselor’s office (商务参赞处) of our Embassy (大使馆) in Singapore that you are one of the leading importers of electric and electronic equipment. We would like to introduce ourselves to you as a corporation specializing in the export business of electric and electronic equipment, and we are interested in becoming one of your suppliers.

    To give you a general idea of our products, we are attaching our latest catalogue together with a range of pamphlets (宣传册) for your reference.

     Our Haier Brand of electric and electronic equipment has been awarded the gold prize of the nation. Please inform us of your concrete requirements so that we can give you our best quotation. We hope to promote, by joint efforts, both trade and friendship to our mutual benefit.

     For more information, please visit our webpage ….

     We look forward to hearing from you.

     Yours faithfully

Specimen 2: A follow-up contact (后续联系)

    Dear Sir or Madam,

           We were impressed by your products, especially by their good quality and reasonable price, at the Shanghai Expo two weeks ago. Now we would like to explore the possibility of acting as your sales representative in China.

           We would like to offer you our services as a trading firm. We have a wide range of connections in the marketing network, and are fully experienced in importing products of your kind.

           Moreover, we operate our own advertising agency, and our latest marketing procedures (营销程序) have proved efficient. You can expect a considerable increase in your turnover (营业额) when you offer us the opportunity to promote the sale of your products throughout China.
      We look forward to hearing from you.

      

      Yours truly

      (signature)

Specimen 3: An unsolicited  (主动提供的) marketing letter

     Gentlemen

Our Company, Catseye Inc. markets a line of highway reflector lights (反射灯). When secured to the centerline of the highway, these reflectors provide increased safety for motorists (汽车驾驶员). We believe that these lights might interest foreign markets, especially the Chinese market. Our major customers include highway contractors and highway departments of many countries.

Our company, founded in 1983, has sales of $1.5 million. Further details are given in the attached brochure. The attached catalogs and specification sheets give detailed information about our products.

We are writing to learn whether: 1. Your Company has a requirement to purchase similar products for use in China; and 2. Your Company would be interested in representing Our Company in China.

Don’t hesitate to contact us if you need further details. We look forward to meeting with representatives of your company to inform you further about our highway reflector lights.

Sincerely,

W.T. Door

President

Specimen 4: Status enquiry (资信情况调查)

Private & Confidential

    Dear Sirs

Your name and address have been given to us as a reference (资信证明人) by Sony Foreign Trade & Import Co. Ltd, which wants to open a business with us.

We should be much obliged (感谢的) if you could give us some information on the financial standing (财务情况) and the business modes of the corporation mentioned above. Would you please be kind enough to approach its correspondent bank (往来行) for all possible information we require?

Any information you may obtain for us will be treated in strict confidence and without any liability on your part. We enclose an address and a stamped envelope for your reply.

Thank you in advance for your kind support.

    

    Yours faithfully

    (signature)

Specimen Letter 5: Favorable Reply to the above status enquiry

Private & Confidential

    Dear Sirs

In reply to your enquiry letter of October 20, we are very delighted to give you the following information.

Sony Foreign Trade & Import Co. Ltd. is an old establishment. It is one of the most reliable companies and has the highest reputation. Our seven-year cooperation has convinced us that their financial status (财务情况) is strong and solid and they are fairly reliable.

It is worthy of note (值得注意的是) that you must treat the given information in a private and confidential manner, without liability on this bank.

    Yours faithfully

    (signature)

Specimen Letter 6: Enquiring about financial standing (财务情况)

Private & Confidential

    Dear Sir or Madam

May we solicit (请求) you for information about St. Polo & Co. Ltd’s financial standing?

St. Polo & Co. Ltd. asked us to supply them with Chinese Garlic up to the value of € 600 000 for their order on a documents against payment (D/P) basis. This is our first deal with them. We need to know their financial standing before proceeding with the business. Would you be kind enough to approach the Standard Chartered Bank, Bangkok Branch, Thailand, one of the references (资信证明人), for information about their financial standing?

Any information you provide with us will be treated as strictly confidential and without any liability on your part.

We look forward to your reply and an opportunity to service you in the near future.

    Yours faithfully

    (signature)