【Project Leading】项目导入
In May, 2016, after several rounds of written tests and face-to-face interviews, Zheng Hao joins HEFEI GOMILE IMP&EXP CO., LTD, a foreign trade enterprise where he works as a foreign trade salesman. In a trading company, receiving foreign clients’ orders is an important indicator of the work performance of sales staff. What should Zheng Hao do in order to develop the foreign markets and obtain clients’ orders as soon as possible?
【Task Splitting】任务分解
As a fresh hand, in order to successfully receive business orders, you are supposed to finish the following tasks:
1. Establishing business relations with the clients through various channels;
2. Promoting your products and service to foreign clients;
3. Looking for competent import agents to help you expand the consumer markets of importing countries.
【Task Description】任务描述
After establishing preliminary business relations, Andy Burns, purchasing manager of Bright Idea Trading Inc. from the United States, sends an e-mail to Zheng Hao, inquiring the specification and package of various cosmetic brushes and asks Zheng Hao to give a CFR quotation.
【Knowledge Link】知识链接
询盘（Inquiry）又称询价，是指在国际贸易中，交易的一方打算出售或购买某一商品而向对方询问买卖该项商品的有关交易条件，或者就该项交易提出带有保留条件的建议。询盘内容可繁可简，可以涉及商品的品质规格、数量包装、成交价格等，但多数是询问成交价格。询盘一般分为买方询盘（递盘Bid）和卖方询盘（索盘Selling Inquiry）。在实际业务中，询盘多由买方发出。询盘往往是一笔交易的起点，但不是交易磋商的必经步骤。如果交易双方彼此都了解情况，不需要向对方探询成交条件或交易的可能性，则不必使用询盘，可直接向对方做出发盘。同时，询盘只是探询交易的可能性，不具有法律上的约束力。询盘对买卖双方均无法律约束力，接受询盘的一方可给予答复，亦可不做回答。
买方询盘过程中应注意的问题有：
（1）对多数大路货商品，应同时向不同地区、国家和厂商分别询盘，以了解国际市场行情，争取最佳贸易条件。
（2）对规格复杂或项目繁多的商品，不仅要询问价格，也应注意询问其他交易条件，争取获得比较全面的交易信息或条件。
（3）对垄断性较强的商品，应提出较多品种，要求对方一一报价，以防对方趁机抬价。
（4）询盘对发出人虽无法律约束力，但买方要尽量避免询盘而无购买诚意的做法，否则容易丧失己方信誉。
【Task Underway】任务进行
客户安迪·伯恩斯先生向郑好发来询盘邮件。
Dear Mr. Zheng Hao,
This refers to our earlier correspondences regarding cosmetic pencil. As you know we are one of the largest cosmetic companies in this part of the world. We buy pencils in very big quantities. The regular item we buy is as follows:
A) 300px pencils with shade matched body/barrel & clear cap. The end portion of the pencil will be gold color dipped end or with gold aluminum anodized end.
Please inform us the best C&F rate for this item along with the additional cost for hot stamping on the body as per our artwork.
B) 450px pencils with shade matched body/barrel & clear cap. The end portion of the pencil will be with gold aluminum anodized end.
Please inform us the best C&F rate for this item along with the additional cost for hot stamping on the body as per our artwork.
Also inform us the cost for packing the same in 24pcs plastic bags.
C) 300px pencils with shade matched body/barrel & aluminum caps in silver color. The end portion of the pencil will be dipped end.
Please inform us the best C&F rate for this item along with the additional cost for hot stamping on the body as per our artwork.
Also please quote for the same with packing 72pcs box which is printed in 4 colors as per our artwork.
Best Regards!
Andy Burns
【Communication Skills】沟通技巧
（1）回复新客户的询盘。收到新客户询盘后，应该在第一时间给予回复，切不可拖沓。要知道“时间就是金钱”，高效往往会成为业务开发的关键。
（2）回复有针对性的询盘。有针对性的询盘质量一般都很高，很大程度上代表了客户的购买欲望。客户针对某一具体产品询价，甚至给出了自己的具体要求、图片或相关信息，必然希望能在第一时间得到准确而详尽的回复。有经验的业务员是会及时把握这样一个好机会的。
（3）回复老客户的询盘。对于老客户，我们发送邮件往往会非常随意。两个人之间的沟通，不会如陌生人之间有很远的距离，遣词用句太客气，反而会显得很疏远。只要点明主旨，把该说的问题都点到，寥寥几语也是可以的。
【Task Extension】任务扩展
Letter 1
Enquiry for Embroidered Linen Products
Dear Sirs,
We are interested in obtaining catalogues and price lists of your embroidered linen products. In particular, we are interested in table linens of various types, such as tablecloths, napkins, and towels.
Our company, a diversified international business house, is just to start a new marketing and distribution system in America with embroidered linen products, particularly with customer designed products. To develop this business, we need to know the following items of information:
1. Is it possible to order goods with our customer’s trademark?
2. What is a minimum number of pieces for such an order?
3. How can we see the quality of your products? Can you send us some actual samples of different designs?
We greatly appreciate your help in providing answers to our enquiries.
Yours truly,
Letter 2
Reply to the Enquiry about Embroidered Linen Products
Dear Sirs,
We welcome your enquiry of August 16th and thank you for your interest in our embroidered linen products.
As you may be well aware, we are a state-owned corporation handling the line of business for many years. So we are in a good position to serve our customers with the most reliable quality of the line you suggested. We can also make products according to the given designs in large quantities.
We are enclosing our illustrated catalogue giving the details you ask for and also under separate cover sending you a full range of samples. We feel confident that the quality of material used and the high standard of workmanship will appeal to the most selective buyers.
We hope the catalogue and samples will reach you in good time and look forward to your order.
Yours truly,
Letter 3
Enquiry for Silk Blouses
Dear Sirs,
Many reports have been received from our sales agents in Hong Kong, that there is very brisk demand for the captioned garment.
We are pleased to learn that your mill is the most well-known producer of this item in China. We, therefore, are writing to you for quotations for Silk Blouses of all three sizes: large, medium, and small. As expected, the quantity of our orders to be placed will be very large. So we hope you can quote us your best prices.
When quoting, please state your prices on both FOBC2% Hong Kong and CIFC2% Los Angeles. Please be assured that should your prices be competitive, we will place our orders with you and open L/C in your favor in time.
Your prompt reply to this enquiry will be appreciated.
Yours truly,
Letter 4
Reply to the Enquiry about Silk Blouses
Dear Sirs,
We are pleased to learn from your enquiry dated November 5th that you are interested in our silk blouses.
We are now in a position to supply you with our wide range of Silk Blouses we make for all age groups. Enclosed please find our Quotation Sheet No.257 covering different sizes and colors that can be shipped from stock. All the prices quoted are net, to which please add your commission. If the amount of order you ask for is over US＄50,000 , we will offer you the quantity discount of 4% .
We usually accept confirmed, irrevocable L/C payable by draft at sight. We are confident that you will find a ready sale for our products in your market.
Any order you may place with us will have our prompt attention.
Yours truly,
【Writing Q&A】写作答疑
外贸业务中如何识别客户询盘的价值
（1）从询盘内容来看。一般专业的有诚意的买家对所需产品的描绘会比较具体，不是需要一个类别的产品而是某个具体的产品，并且对产品的称谓是行业内人士的常用称谓。
（2）如果客户要求就某一种产品报价，同时具体到数量、规格、包装、产地、质量标准、交货时间、提供相关证书、到货港口等，这样的询盘真实的可能性非常大。
（3）当客户提出贵方公司网站或产品目录里没有相近产品的款式、规格、颜色等其他方面的信息时，对此要特别重视。因为一方面客户发这类询盘时往往是因为以前供应商无法满足要求，对你而言这就是一个很好的机会；另一方面就算最后你没有拿到这张订单，你还是可以了解到新产品的市场需求和各项技术指标，而这是平时花大价钱也很难了解到的。
（4）可以从署名和网址上看。比较专业、有诚意的买家会留下完整的联系方式，尤其是网址，让你去了解他们。专业买家一般会用自己公司的邮件地址，如果用 hotmail等邮件地址，该客户一般非假即小。
【Useful Expression】交流表达
1．be interested in … 对……感兴趣
We believe that you will be interested in doing business with customers like us.
我们相信贵方会有兴趣与我们这样的客户打交道。
We have the pleasure to know that you are interested in our “Double Deer” Brand canvas shoes.
很高兴获悉贵方对我们的“双鹿”牌帆布运动鞋感兴趣。
2. We shall appreciate it very much if you … 如果贵方……我们将不胜感激
We shall appreciate it very much if you send us a catalogue of your products together with price lists and the largest discount you can allow us.
如果贵方寄上一份产品目录，以及价格单和可给予的最大折扣，我们将不胜感激。
We shall appreciate it very much if you quote us your best price for silk blouses.
如果贵方报丝绸衬衫最优惠价，我们将不胜感激。
We shall appreciate it very much if you give us a prompt reply.
如果贵方及早答复，我们将不胜感激。
3. Thank you for your… 感谢贵方……
Thank you for your enquiry of August 12th for the captioned goods.
感谢贵方8月12日对标题项下货物的询盘。
Thank you for your letter dated March 26th, asking us to make an offer for 1,000 metric tons of Groundnuts.
感谢贵方3月26日来信，要求我方对1 000公吨花生报盘。
4. Please inform us whether you… 请告知贵公司是否……
Please inform us whether you can guarantee your products.
请告知贵公司是否愿意对产品加以保证。
Please inform us whether you can allow us 5% discount on annual total purchase above US $40,000.
若我方年购买总量超过4万美元，请告知贵公司是否能给予5%的折扣。
5. If your quotation is favorable/ Should your prices be competitive… 如果贵方价格优惠/极具竞争力……
If your quotation is favorable, we shall place a trial order with you.
如果贵方价格优惠，我们将下试单。
Should your prices be competitive, you will have the opportunity to obtain a large order from us.
如果贵方价格极具竞争力，将会有机会从我处获得大量订单。
6．As you may be well aware… 如你所知……
As you may be well aware, we are a state-owned corporation handling the line of business for many years.
如你所知，我们是多年经营这类业务的国营公司。
As you may be well aware, we have dealt with the export of canvas shoes for nearly 20 years.
如你所知，我们已经营帆布鞋出口近20年了。
【Notes】词汇与短语
1. correspondence n. 通信，（来往的）信件
2. cosmetic pencil 化妆笔
3. regular item 常规商品
4. shade n. 明暗，色调（文中指化妆笔笔芯颜色）
5. dipped end 沾头（指化妆笔笔杆尾部沾颜色的部分，也可指在笔杆尾部沾颜色）
6. gold aluminum anodized end 金色铝合金尾帽
7. hot stamping 烫印（指在化妆笔笔杆上烫字）
8. artwork n. 图稿，设计图
9. barrel n. 桶，桶装（文中指化妆笔笔杆）
10. clear cap 透明笔帽
11. embroidered linen products 绣花亚麻产品
12. diversified adj 多样化的，多种经营的，（投资等）分散经营的
diversified economy 多样化经济
13. start a new marketing and distribution system 实行一种新的销售分配制度
14. order n. 订单，订购，所订的货
e.g. Buyers are in a great hurry for this order.
买主急需此笔订货。
表示订单所订的商品时，一般后接介词for或接of：
e.g. We thank you for your order of 100 tons Bitter Apricot Kernels.（感谢贵方向我方订购一百吨苦杏仁。）
部分常见词组：
fresh order 新订货 initial order 首批订货 pending order 未完成的订单 repeat order 续订订单 trial order 试购订单 to book your order 接受贵方订货 | to cancel an order 取消订单 to confirm your order 接受贵方订货 to place an order with you向贵方订购 to fulfil an order 执行订单 to revoke an order 取消订单 |
v. 订购
e.g. If you order immediately, we can probably arrange 5,000 cases.（如果贵方立即订购，我方可能安排5 000箱。）
e.g. We note that you contemplate ordering 2,000 Footballs at same price as last.（我们注意到贵方打算照上次价格订购足球2 000个。）
15. trademark (=trade mark) n. 商标
16. minimum n. 最小量，最低额 adj. 最小的，最低的
e.g. The price is their minimum, so they refuse to lower it any further.（这是他们的最低价，因此他们拒绝再予降低。）
e.g. Fifty tons is the minimum quantity we will take.（我们起码要买50吨。）
17. sample n. 样品
e.g. Quality must be up to sample.（质量必须与样品完全相同。）
18. enquiry(inquiry) n. 询盘，询价，询购（指明具体商品时，通常接介词for）
e.g. We thank you for your enquiry for carpets.（谢谢贵司对地毯的询盘。）
enquire（inquire） v. 询价，询购，询问
e.g. Thanks for your E-mail of June 16th enquiring for foodstuffs.（感谢贵司在6月16日的邮件中对食品的询价。）
19. handle v. 经营，处理
e.g. We learn that your corporation handles foodstuffs for export.（我们了解贵司经营食品出口。）
20. reliable adj. 可靠的
e.g. The new product is more reliable and lower-priced.（新产品更加耐用价低。）
21. according to 按照，根据
e.g. According to your market report , demand seems to be returning.（根据贵方市场报道，需求似乎正在恢复。）
22. appeal to 引起……的兴趣
e.g. We trust the new product of ours will appeal to your market.（相信我们的这种新产品将会引起贵方市场的兴趣。）
23. the most selective buyers 最为挑剔的买方
selective adj. 有选择的，挑剔的
selected adj. 精选的（e.g. selected quality 精选的质量） v. 选择，挑选（select的过去式和过去分词）
24.in good time = in due time 及时地，按时地
e.g. We have received your L/C in good time(in due time).（我们已及时收到贵方信用证。）
25. have received = be in receipt of 收悉……
以下几种表达方式，意义相同，常用在函件的开头：
We are in receipt of your letter…
We have received your letter…
We acknowledge your letter…
We have the pleasure of acknowledging receipt of your letter…（多用于正式场合）
Many reports have been received from our sales agents in Hong Kong …（已收到许多来自香港销售商的报告……）
26. brisk adj. 活跃的，兴旺的
e.g. The market is brisk.（市场活跃。）
brisk demand 旺盛的需求
e.g. There is a brisk demand for these goods.（这些货物需求甚殷。）
27. quote v. 报价
e.g. Would you please quote us your best price CIF Sydney?（可否请报最优惠的悉尼CIF价？）
quotations n . 报价，行市，行情
e.g. We are now making you our lowest quotation for 5,000 Jeans.（我们现就5 000条牛仔裤向贵方报最低价。）
28. FOB C2% Hong Kong and CIF C2% Los Angeles FOB香港加2%佣金和CIF洛杉矶加2%佣金
FOB=Free On Board, C=Commission, CIF=Cost, Insurance, Freight
29. wide range of blouses 各种各样的女衬衫
a wide range of 各种各样的，范围很广的
e.g. We can supply wool carpets in a wide range of designs.（我们可以供应花样繁多的羊毛地毯。）
30. stock
（1）n . 贮存，存货
① 指存货时，用单复数均可，以复数为非正式。
e.g. These are the only stocks available.（这些是仅有的存货。）
② 表示所存的具体商品时，stock后接介词 in 或 of。
e.g. At the moment, we have only a limited stock in/of linen goods.（我们目前仅有有限的亚麻织品存货。）
③ 指贮存时，stock 为不可数名词，常用于一些介词短语中，如 in stock（现货）、out of stock（无现货）、from stock或ex stock（供现货、自库存中供应）等。
e.g. Please make us your lowest quotation CIF London for what you have in stock now. （请报现货CIF伦敦最低价。）
e.g. We regret to inform you that the goods are out of stock for the time being.（很遗憾告知贵方目前无现货。）
（2）v. 贮存，备货
e.g. We are now stocking large quantities of goods you needed urgently.（我们现贮存有贵方急需的货物。）
31. find a ready sale 畅销
e.g. These canvas shoes find a ready sale in Europe and America.（这些帆布鞋在欧美很畅销。）
32. place a large order with sb 向某人大量订购
33. open an L/C in your favor 以贵方为抬头开立信用证
