Task Description】任务描述
HEFEI StarIMP&EXP CO., LTD owns an online store at Alibaba.com. Through Alibabainternational website background, Wang Tao familiarizes himself with all thepurchasers that have browsed company online store. After data analysis andscreening, Wang Tao chose Longfellow Electronics Co., Ltd, a Kenyan importer asthe object of business development. Wang Tao is writing to Mr. Jason Kavindu,the purchasing manager of this Kenyan importer to inquire the sales of 6,000sets of Twinkling Stars Series smart phones in the local market.
【KnowledgeLink】知识链接
外贸业务员要与国外的客户维持长期稳固的业务关系，从产品售出时起，就要随时与客户保持紧密联系，征询客户意见。询问产品销售通常包括以下几个方面：
（1）在货物发出后，第一时间告知买家，好让客户心里感到踏实。可以通过电话、短信、电子邮件、旺旺或跨境电商平台站内信的方式告知客户。
（2）货物在正常情况下快要到达时，联系买家询问收货情况。如果没有正常到达，我们可以帮买家查询物流情况，并向买家解释有时候会有延误以寻求买家的谅解。
（3）客户签收货物后，及时回访跟踪相关信息，这意味着询问潜在消费者对产品的真实想法和感受，包括客户满意度和对产品的意见建议等。此外，还应该将自己的产品和竞争者的产品相比较，从而了解各自相关的长处和短处。
（4）如果客户指出产品还存在不尽如人意之处，要向买家做出充分的解释和道歉，恳请买家的谅解并感谢买家能够支持我方工作；对于彻底的差评，也需要带着极大的耐心和诚恳的态度争取客户的理解，并让客户确信在今后的工作中我方将努力做出改进。
【TaskUnderway 】任务进行
王涛主动发邮件给业务伙伴朗费罗公司采购经理杰森·萨塔，了解手机产品在肯尼亚的销售情况。
LongfellowElectronics Co,Ltd
268 Band Street
Nairobi
Kenya
Dear Jason,
Thank you foryour purchase of 6,000 sets of Little Little Twinkling Star Seriessmart phones. As competition is getting tougher, and Apple, our keenest competitoris coming up with new products all the time, we shall be very obliged if youcan give me feedback on market acceptance. Would you please classify thecustomers here in Kenya into different age and gender groups and find out thetastes each group may have? We’d like to know customers’ thoughts and feelingsabout our products, and then compare our products with our competitors tounderstand the relative strengths and weaknesses of each.
As we all know,the Kenyan market presents a huge opportunity for new smart phone devices, witha growing population of tech-savvy and fashion-forward youth. Our experience inthis line of business has revealed that consumers today are more likely toswitch brands as long as they have sufficient incentive.
It may interestyou to know that once we have opened up a new market here in Kenya, we wouldhave every advantage of developing a beneficial trade in Sub-Saharan Africa. Weare intending to sign on you as our exclusive channel partner in this region soas to attract the growing segment of young and trendy smart-phone users.
We are alwaysimproving our design and patterns to conform to the market. We can also acceptorders to be made according to instructions in order to meet the individualrequirements of the clients.
The usualcommission we allow is 2.5%, but considering the market growth, it has beenspecially raised to 6% so as to cover the advertising expenses you may incur insales promotion. Please avail yourselves of this advantageous condition toexpand the market share.
Yours truly,
Wang Tao
【CommunicationSkills】沟通技巧
与推销信不同，询问产品销售情况属于振兴信或者随访信，目的不是去获取新客户而是保持老客户或者再取信于老客户。他们是具有销售潜力的主力军。因此外贸业务员不能抱着完成订单就万事大吉、一了百了的心态，而应该密切跟进产品在目标市场的销售情况，与客户保持定期联系。写信询问产品销售的时候应该注意下列沟通技巧：
（1）在信函开头就要努力抓住读者的兴趣，营造良好的交流氛围。
（2）可以在信函中提出一些对推销有利的新观点和论据，结尾再次表示希望客户能够不失时机深化合作。
（3）如果产品在海外终端市场销售业绩不佳，应认真与海外代理商沟通找出问题原因，并设法提出解决对策。
（4）如果发货环节出现差错或者货品本身存在问题并给客户带来不便，及时表示真诚的道歉和慰问，并开门见山地提出写信的目的是不影响今后的贸易往来。
（5）充分解释造成售后问题的原因，是生产环节的差错——原料本身不合格、设备故障、质量控制缺失还是发运环节的问题——公共假日导致发货延迟、货物不恰当装运导致质量受损、物流工作人员责任心缺失导致货物错误投递等。
（6）如果产品存在问题或者不完善之处，及时提出解决方法与步骤，使得买家确信不利影响将会控制在最低限度，或者买家会得到额外补偿以抵消货物售出后的消极影响。
【TaskExtension】任务扩展
Letter 1
Inquiring about the Decline of Sales at the EndMarket
Dear Sirs,
We are muchconcerned that your sales in the Republic of Congo have dropped sharply inrecent months. At first we thought this might be the result of insufficientdomestic demand and sluggish market. However, comparing the sales figures inother Sub-Saharan countries like Kenya, Uganda and Mozambique, we find that thegeneral trend of trade during this period has been upwards.
It is possiblethat you are facing difficulties of which we are not aware. If this is thecase, we wonder if we can do something to help you out of this predicament. Wehave always been willing to offer the products which can best suit the marketat a reasonable price.As a result of our good services, customers in theSub-Saharan regions have every confidence in us. These are the favorablefactors in the promotion of business between us. We, therefore, look forward toreceiving from you a detailed report on the situation and work out ways torevive our business.
Yours faithfully,
Hu Wei
Letter 2
Apologizing for the Delay in Delivery
Attn: Mr. Tony Brown
Date: Jan 26th, 2016
Dear Tony，
Thanks a lot forpurchasing the LED screen from our company. However, as traditional ChineseSpring Festival is just around the corner; all shipping services will besuspended temporarily during this period.We apologize for the inconvenience caused to youand appreciate your kind understanding.
Best regards!
Sang Lan
Letter 3
Apologizingfor Wrong Delivery
Dear Sir,
Thank you for your great support on our company, and I hopeeverything goes well!
I’m sorry to hear that the item you received is not as pictured inthe product catalogue. Could you please send us a photo of the product, so thatwe can handle this issue as soon as possible?
I am sorry for the inconvenience caused to you.
If you have any other questions, please feel free to contact me.
Wish you have a nice day!
Best regards!
Jean Paul
Letter 4
Apologizing for Traces of Rust on the Spare Parts
Dear Sirs,
I am very sorryto hear about that. Since I did carefully check the order and the packagebefore shipment, I suppose that the traces of rust might have happened duringthe transportation. Fortunately they will not do any harm to the machine. Theyare not precision instruments after all. Anyhow, I’m still very sorry for theinconvenience brought to you. I guarantee that I will give you more discountsto make this up for your next purchase.
Thanks for yourunderstanding.
Best regards!
Winston Walsh
【Writing Q&A】写作答疑
在售后跟进环节，为了更好地了解产品的销售情况，需要运用恰当的表达方式阐明自己的观点，确保客户对你保持关注和兴趣。下面这些要点对于恰如其分地表词达意具有一定的参考意义：
（1）准确无误。确认你所说出的话语将会百分之百地准确表达出你的内心想法，这可以让你在与客户沟通时候底气十足。
We have checkedthe tracking information and found your package is still in transit.
（2）不要过分追求客户心中的完美形象。由于各种主客观因素，没有人能够做到尽善尽美。在瑕疵不可避免的情况下，尽力将对于客户造成的损失降到最小程度，并且承诺日后尽量避免类似失误。
例如，当货物在运输途中遗失，卖家应该立即通知并另派一件给买家：
Since I didcarefully check the order and the package to make sure everything was in goodcondition, I suppose that the loss might have happened during thetransportation. We will resend your order, or you can apply for a full refund.
在销售旺季，如果包裹延误，应告知买方原因：
However, incelebration of Chinese Spring Festival, all shipping services suspendtemporarily during the period, so your parcel is delayed.
（3）简明扼要。
例如，在回复客户关于货品运输状态的询问时，明确告知对方相关的时间节点：
Generallyspeaking, your package needs 2-5 days to pack up, and need 3-8 weeks to arrivein your country.（一般来说，包裹2~5天内可以打包出运，3~8周可到。）
如果卖家暂且无法查询货品状态时，也要做出承诺保持关注：
Your deliveryinformation has not been updated yet, but don’t worry—we will let you know as soon as an update is available.（您包裹的信息还没有更新，但别着急，一有最新消息我们就会通知您。）
We aim to solveall problems as quickly as possible!（我们的目的是尽快解决所有问题。）
【UsefulExpression】交流表达
1. Ascompetition is getting tougher, and Apple, our keenest competitor is coming upwith new products all the time, we shall be very obliged if you can give mefeedback on market acceptance.
由于市场竞争变得越来越激烈，我们的最大竞争对手苹果公司正在不断推出新品，如果你们能够就我们的产品在肯尼亚市场的接受程度给出反馈信息，我们将不胜感激。
2. Would youplease classify the customers here in Kenya into different age and gendergroups and find out the tastes each group may have?
可否将贵国客户按照年龄和性别进行细分，找出各组客户的偏好？
3. We’d like toknow customers’ thoughts and feelings about ourproducts, and then compare our products with our competitors to understand therelative strengths and weaknesses of each.
我们想清楚了解消费者对产品的真实想法和感受，以便与竞争对手的产品相比较，从而了解各自的优缺点。
4. As we allknow, the Kenyan market presents a huge opportunity for new smart phonedevices, with a growing population of tech-savvy and fashion-forward youth.
众所周知，由于越来越多的年轻人喜爱高科技时尚产品，肯尼亚市场为智能手机新款产品的推出提供了巨大的机遇。
5. It mayinterest you to know that once we have opened up a new market here in Kenya, wewould have every advantage of developing a beneficial trade in Sub-SaharanAfrica.
一旦打开了肯尼亚本地的市场，在整个撒哈拉以南非洲地区拓展互惠贸易将占据各种有利条件，了解这一点可能会使你感兴趣。
6. We areintending to sign on you as our exclusive channel partner in this region so asto attract the growing segment of young and trendy smart-phone users.
我们有意向签约，将你们作为我方在本地区的独家渠道合作伙伴，我们志在赢取追逐时尚的年轻用户。
7. We can alsoaccept orders to be made according to instructions in order to meet theindividual requirements of the clients.
我们也可接受按照要求定制的订单，以满足客户特有的需要。
8. The usualcommission we allow is 2.5%, but considering the market growth, it has beenspecially raised to 6% so as to cover the advertising expenses you may incur insales promotion.
我们通常只给2%的佣金，但是考虑到市场增长，我们特地将佣金提高到6%，以便补偿贵方推销时所需的广告费。
9. Please availyourselves of this advantageous condition to expand the market share.
请利用这一优势扩大市场份额。
10. We are muchconcerned that your sales in the Republic of Congo have dropped sharply inrecent months.
最近几个月你们在刚果共和国的销售额大幅下滑，我们甚是担忧。
11. At first we thought this might be the resultof insufficient domestic demand and sluggish market.
起初我们以为这是由于刚果内需不足、市场低迷所导致的。
12. However,comparing the sales figures in other Sub-Saharan countries like Kenya, Ugandaand Mozambique, we find that the general trend of trade during this period hasbeen upwards.
然而，在与肯尼亚、乌干达和莫桑比克等撒哈拉以南非洲国家的销售数据对比之后，我们发现这一区域总体贸易趋势处于上升状态。
13. These arethe favorable factors in the promotion of business between us.
这些都是可以促进我们双方业务往来的有利条件。
14. I guarantee that Iwill give you more discounts to make this up next time for next purchase.
我保证您下次购物时给予您更多折扣以弥补这次的损失。
15. I assure youthat you will not bear any loss.
我保证你将不会承担任何损失。
16. I supposethat the traces of rust might have happened during the transportation.
我想锈斑可能是在运输途中产生的。
【Notes】词汇与短语
1. feedback n. 反馈，回复
2. marketacceptance 市场接受度
3. classify v. 分类，细分
4.smartphone 智能手机
5. tech-savvyand fashion-forward youth 精通技术、时尚前卫的青年［这里tech-savvy与fashion-forward都是复合形容词，tech-savvy（精通技术的）为名词+名词构成，fashion-forward（前卫的）则是名词+形容词构成］
6. Sub-SaharanAfrica
Sub-SaharanAfrica is, geographically, the area of the continent of Africa that lies southof the Sahara. According to the UN, it consists of all African countries thatare fully or partially located south of the Sahara.It contrasts with NorthAfrica, whose territories are part of the League of Arab states within the Arabworld.（撒哈拉以南非洲，又称亚撒哈拉（Sub-Saharan）地区，泛指撒哈拉大沙漠中部以南的非洲，尼格罗人种的故乡，居民中以黑种人占绝大部分。其历史文化发展同沙漠以北的阿拉伯人不同。）
7.sufficient adj. 足够的，充分的
8.incentive n. 动机，刺激
9.exclusive adj. 独家的，专一的
10. channelpartner 渠道合作伙伴
11.commission n 佣金
12. incur v. 引发，承担
13. salespromotion 促销
14. avail…of 利用
15. marketshare 市场份额
16. endmarket 终端市场
17. insufficientdomestic demand 内需不足
18. sluggishmarket 市场疲软
19. The Republicof Congo 刚果共和国，简称为刚果（布），位于非洲中西部，赤道横贯中部，西南临大西洋
20. Kenya,Uganda and Mozambique 肯尼亚、乌干达、莫桑比克共和国（均是非洲国家。肯尼亚位于非洲东部，赤道横贯中部，东非大裂谷纵贯南北；东邻索马里，南接坦桑尼亚，西连乌干达，北与埃塞俄比亚、南苏丹交界，东南濒临印度洋。乌干达，位于非洲东部，横跨赤道，东邻肯尼亚，南接坦桑尼亚和卢旺达，西接刚果（金）。莫桑比克共和国，非洲南部国家，以葡萄牙语作为官方语言，1975年脱离葡萄牙殖民地而独立；作为与英国并无宪制关系的国家，在1995年以特殊例子加入英联邦）
21.predicament n. 窘况，困境
22. revive v. 使恢复
23.delivery n. 交付；递送
24. discount n. 折扣
25.guarantee n. 保证；担保；保证人
26 .suspend vt.& vi. 延缓，推迟；使暂停
27. traces ofrust 锈斑
28. precisioninstrument 精密仪器
