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The development and expansion of a business depends on customers. Needless to say, no customer, no business. The establishment of business relations is the fundamental step in foreign trade and in international exchange because transaction can only be made after the business connections have been set up.

To seek prospective clients and establish business relations is one of the most important measures for a newly established firm or an old one that wishes to expand its market and enlarge its business scope and turnover. Usually a firm may approach its new business counterparts abroad or obtain necessary information through the following channels：

1. Attendance at all kinds of commodities fairs;

2. Chambers of Commerce in foreign countries, commercial counselor’s offices or other commercial institutions at home and abroad;

3. Recommendations from business connections;

4. Mutual visits by trade groups and delegations;

5. Trade directories.

7. Business Houses of the same trade;

9. Advertisements in newspapers and magazines.

Dali Wang, marketing manager of XYZ Cultural Product Company, is taking a business trip in the United States. Having visited a museum exhibition, he finds a museum store and comes in.

Wang： Er… (Pointing at the top shelf before him.) Can I take a closer look at that horse?

Wang： I’ m Dali Wang from China. I’m a trade representative of XYZ Cultural Products Co.. Here’s my business card. My company is actually specializing in cultural products just for the museum store.

Shop assistant： Great! But maybe I should introduce you to Dowsy. She’s in charge of the store.

A few minutes later.

Shop assistant： Dowsy, this is Dali Wang from China. He may have a talk with you.

Wang： Nice to meet you too. This is a very nice store. I’ve just found several articles made in China.

Wang： Our company in China specializes in the design and production of versatile products for museum stores. Our products are very popular in European countries because they are good in quality and reasonable in price. We handle duplicates of cultural relics, gift books, jigsaw, mugs, coasters, all kinds of products related to certain exhibitions. We’ve recently signed a big order with British Museum since there will be an exhibition held there in two years.

Wang： Yes. I’m bringing several copies here. You can get more information from our website.

Dowsy： (Turning the pages.)Marvelous! Clay figures of warriors and horses. They are exquisite. Are they from the world famous museum of Terra Cotta Warriors and Horses? Wang： (A bit exciting.) Absolutely right! My company is based in Xi’an, the very place where the museum of Terra Cotta Warriors and Horses is located. The city records the great changes of the Chinese nation just like a living history book. It is one of the birthplaces of the ancient civilization in the Yellow River Basin area of the country. So far, Xi’an enjoys equal fame with Athens, Cairo, and Rome as one of the four major ancient civilization capitals.

Wang： The rich cultural sources provide the artists there with unique food for creation. We’ve got a ready market in

European countries, but the US is a completely new market to us. So I come here and want to see if we can find certain opportunities.

Dowsy： I believe you’ve come to the right place. The US has thousands of small and big museums. People here love museums. We have art museums, history museums, car museums, train museums and space museums. Many are famous. Millions of people from around the world visit them each year. Museum stores have become part of the museums. They make difficult and distant sense and stuff simple and close.

Wang： That’s right. I’ve just had a tour in your store. It’s very nice, owning many exquisite pieces there.

Dowsy： Yes. I’m quite sure of it. But my store is not big, a medium-size one, though we’re in the largest city in this state. There are many museum stores in the US like us. The Metropolitan Museum of Art has larger stores.

Wang： I’ve heard this world famous museum but not visited it yet since this is my first trip to the US. I’ll go there soon, I believe.

Wang： Dowsy, can I possibly meet you again? For I’ve brought some small sample products from China, and I’d like to show you.

Wang： These are part of the samples we tailored for an Italian museum store. The designs and patterns were borrowed from the arts of the Tang Dynasty. That was over one-thousand years ago. Since there was an art exhibition of Tang Dynasty held in Florence, all the products accompanying the exhibition had centered on the theme of that one.

Dowsy： I see. Do you possibly bring any porcelain stuff presented in your catalogue? I am very impressed by the horses and the lady figures.

Wang： Not now. You know those pieces are easily broken. But we can ship some if more people are interested in them.

Dowsy： Good! I like the horses and I know people here must like them too. Yes. Here they are. These two particularly! And can you introduce the lady figures a little bit? They look chubby. I enjoy the color very much.

Wang： Certainly! You really have a good taste for them. The lady figure is part of Tri-colour Tang Pottery products. The figurines of exquisite workmanship include handsome horses, life-like camels, lively singers and dancers, the imposing heavenly king with a phoenix on his crown, court jesters, grooms and animals used as funeral objects. Golden camels bearing silks and local

specialties were recent reproductions between China and Western countries during the Tang Dynasty. Among the articles the biggest stands 160 mm. The tri-colour Tang pottery, continuously improved through the centuries, has now been developed even further and its varieties have reached several hundred. The once tri-colour glaze has grown to include yellow, purple, black and blue while the artistic quality has also been raised.

Dowsy： Great! I like the original tri-colour glaze figurines, yet I’ve not seen the other coloured ones. They are simple but beautiful. You mentioned camels…

Wang： Yes. Here it is. On this page. Compared with the other ones, it is lager in size.

Dowsy： Really. It’s good. All your captioned products indicate the sizes of the figures. The camel looks splendid! And the lady figures!

Wang： They are indeed. In Tang Dynasty, plump and chubby women were considered as beauties. This is why the figurines look in that way.

Dowsy： Interesting. I like it. We have many beauties in the country. They must love these adorable figurines.

Dowsy： I’d like to order several pieces if your price is reasonable. Do you have offers for all articles listed here?

Wang： Oh, really! You are so kind. You really encourage me to develop the market here further. This is the price list, but it serves as a guideline only.

Dowsy： We’re not a big store and may not place a big order. But you can try the Denver and New York trade shows. They are the largest two shows related to MSA, Museum Store Association. Most of the museum stores would attend the shows. I’ll go to

the New York one in January. The Denver one is held in June. We actually purchase our new products from these shows. They happen to be held in every half year. I’m sure you can meet many store owners and clients there. I mean buyers and suppliers are both present there.

Wang： Thank you so much for the important information. I’m considering attending it too.

Dali has decided to attend the New York International Gift Fair. He calls Tradeshow Organizer Affiliation (TOA) to book a booth.

Wang： Hello. This is Dali Wang. I’d like to book a booth for the coming fair. Could you help me with it?

TSOA： Hey, Dali. I’m very sorry. All the booths for the coming fair have been booked out. Maybe this is your first time to contact us, but I have to tell you the truth. The booths for the fair are rather hot and you have to book it one year ahead to get guaranteed.

Wang： Oh, Well. I’m sorry to hear that. But is there any chance that I can still get a booth? Would it be possible that some exhibitors might want to cancel their booth?

TSOA： You are a smarty guy, Dali. Yes, the annual cancelation rate for the booth is around 1 percent. It means there’re always some 30 out of our 3 000 booths available, cancelled by the exhibitors for all kinds of reasons. Do you want me to put you into the waiting list? There are already 42 people in our waiting list, trying their luck.

Wang： Please do put me in the waiting list. I’ll take the chances and try my luck.

TSOA： Okay, dear. But can you please tell me some more information so that the computer can remember you?

Wang： Sure. My name is Dali Wang. I’m with the XYZ Cultural Products Co.in China. Our product line is mainly museum quality reproductions of Chinese Antiques. My cell phone is 052 3678542.

TSOA： Thank you very much, Dali. You will be contacted once you can have the chance to come in.

In January, Dali arrived in New York. He got here to attend the New York International Gift Fair. He comes to a booth and talks with the owner of it.

Wang： Yeah. I’ve found the product of your company is quite similar to some of our product line.

Wang： Our company deals in museum quality reproductions of Chinese Antiques. Here’s my business card.

Owner： Well, you’re from China. My name is Abudabi from Syria and here is my card. Where is your booth?

Wang： We are not lucky enough to get a booth for this fair. We actually didn’t have an immediate contact with the organizer of the Fair. But I still want to attend this show to get a general idea of it.

Owner： I see. This is a quite popular show and the situation has always been like this. You have to book it one year ahead to get a booth. This is my 5th year to attend it.

Wang： Oh. Here’re some brochures for what we are doing. And there’re a few samples of our products.

country, my country is also very famous for its long history and civilization. Most of our products are imitations of those famous people in our country’s history. Look at these figurines! They are made out of a special clay in southern China. My company offers the design and draft. A factory in Dong Guan manufactures them for us.

Wang： Great! But who are your major buyers?

Owner： Museum stores all over America. We have been doing this business for five years and luckily enough, we do have some pretty good orders in this show and the Denver show.

Wang： Do you think some of our products might be sellable in this show if we can get a booth next year?

Owner： Why not? More and more Americans are getting more interested in Chinese culture. And we do have pretty many good museums with a lot of Chinese artifacts. I think it is worth trying. You can find your niche market!

Wang： Thank you very much. Mr. Abudabi.

Owner： You’re welcome. We’ve known each other. We may have the chance to do business together.

Wang： Yes. Good luck!

Words and Expressions

catalogue n. 目录　chamber of commerce商会

turnover n. 营业额，销售额 commodities fair商品交易会

Chambers of Commerce商会

trade directory贸易商业目录，工商行名录

Business House of the same trade商行，商号

commercial counselor’s office商务参赞处

channel n. 渠道，途径　clay n. 泥土

versatile a. 多用途的 duplicate n. 复制品

cultural relics文化遗产 jigsaw n. 拼图玩具

coaster n. 垫子，杯托 exquisite a. 精致的，精美的

sample n. 样品 pillow case枕套

court jester（古代为统治者说笑逗乐的）朝廷弄臣

groom n. 新郎，马夫　funeral object陪葬品

reproduction n. 复制品　　glaze vt. 上釉于，上光

captioned products标题货物　figurine n. 小雕像

adorable a. 可爱的，讨人喜欢的　price list价目表

booth n. 售货棚，摊位　　　affiliation n. 联系；附属机构

1. museum store博物馆商店。在欧美博物馆商店是博物馆的重要经济支柱之一，其商品与收藏的文物相关，独具特色，从而形成了美国博物馆纪念品这道亮丽的风景线。

2. My company is actually specializing in cultural products just for the museum store. 我公司实际上就是专门为博物馆商店做文化产品的。specialize in 意为“专攻，专门从事……”，例如，The cinema specializes in Italian films. 这家电影院专门放映意大利电影。

3. She’s in charge of the store.她是这家店的负责人。in charge of 意为“负责，主管”，例如，I’ll be in charge of the whole factory next week when the director is away. 下周厂长不在时, 我将负责整个工厂。

4. I’ve just found several articles made in China. 我刚发现了几件中国制造的东西。article 意为“物品，物件”。

5. British Museum：大英博物馆，又名不列颠博物馆，位于英国伦敦新牛津大街北面的大罗素广场，成立于1753年，1759年1月15日起正式对公众开放，是世界上历史最悠久、规模最宏伟的综合性博物馆，也是世界上规模最大、最著名的博物馆之一。

6. Museum of Terra Cotta Warriors and Horses：兵马俑博物馆，全称为秦始皇兵马俑博物馆（Emper Qin’s Terra-Cotta Warriors and Horses Museum）国家AAAAA（5A）级景点，秦始皇兵马俑博物馆坐落在距西安37千米的临潼区东，南倚骊山，北临渭水，气势宏伟，是全国重点文物保护单位。

7. My company is based in Xi’an. 我们公司总部在西安。

8. The city records the great changes of the Chinese nation just like a living history book. 西安就像一部活的历史书卷，记载了中国历史上的巨大变化。

9. It is one of the birthplaces of the ancient civilization in the Yellow River Basin area of the country. 它是中国黄河流域古代文明的发祥地。

10. ready market：现场市场，快销市场。

11. Metropolitan Museum of Art：大都会艺术博物馆，是美国最大的艺术博物馆，也是世界著名博物馆。它是与英国伦敦的大英博物馆、法国巴黎的卢浮宫、俄罗斯圣彼得堡（St. Petersburg）的列宁格勒美术馆（Hermitage）（也称冬宫，音译艾尔米塔什博物馆）齐名的世界四大美术馆之一，共收藏有300万件展品。现在是世界上首屈一指的大型博物馆。

12. Florence：佛罗伦萨，意大利中部城市，托斯卡纳区首府。是十五至十六世纪欧洲最著名的艺术中心，以美术工艺品和纺织品驰名全欧。欧洲文艺复兴运动的发祥地，举世闻名的文化旅游胜地。佛罗伦萨国际当代艺术双年展，与威尼斯双年展、米兰三年展并称意大利三大艺术展。

13. The lady figure is part of Tri-colour Tang Pottery products. 这些仕女雕像是唐三彩陶器产品的一部分。Tri-colour Tang Pottery products意为“唐三彩陶器产品”。其产品中马是最常见的题材。三彩马一般作为随葬品，在唐代非常盛行，曾出现高度在1米以上的三彩马。宋辽时期各地仍有三彩作坊存在，但工艺和装饰已与唐代三彩器有了明显的不同。（http://baike.baidu.com/view/1506648.htm）

14. Denver and New York trade shows：分别指的是：The Denver Gift, Home, Jewelry & Resort Show 美国丹佛礼品、家居用品、首饰和旅游产品展销会和New York International Gift Fair（NYIGF），美国纽约国际礼品及家庭用品博览会。前者在每年的八月份举行。其参展商主要来自美国本土和加拿大，每年参展厂商约450家以

上，产品范围涉及四千多个。此展销会在北美有着很大的影响。美国纽约国际礼品及家庭用品博览会则是由北美展览业巨头小乔治管理公司主办的礼品及家庭用品类的专业展会。一年二届，分别在二月和八月举办，来自全球的购买者和销售者来此展销会，展示他们最精华的产品或者完成他们的商业目标。每年有超过36 000的专业买家，超过3 000家的参展商，反映的都是行业的精英。(http://www.denvermart.com/gift/gfthome.html; http://club.china. alibaba.com/forum/thread/view/155_27822833_.html)

15. Museum Store Association (MSA)：“博物馆商店协会”。1955年，由美国创建，是一个非营利具有国际性的组织。会址设在美国科罗拉多州的丹佛市，拥有2 000多名会员，大多是美国的博物馆，德国、加拿大、澳洲、台湾、日本的一些博物馆也加入了该组织。美国“博物馆商店协会”有严格的道德规范，以保障产品的品质，配合博物馆的营运和不影响博物馆的声誉。加入这个组织的会员有缴纳会费、定期提供资料和发展新产品等义务，也有权力在平等的原则下，要求将自己的印刷品或文物复制品等通过该组织行销，从而使博物馆及商店达到国际化、现代化，提高加盟馆的国际地位及服务水平。还通过举办一些活动，促进馆际间的充分合作。

16. Our product line is mainly museum quality reproductions of Chinese Antiques. 我们产品的范围主要是做具有博物馆质量的中国文物复制品。product line 意为“产品系列；产品范围”。

17. niche market：利基市场，又叫缝隙市场、壁龛市场、缝隙市场、针尖市场等等。指向那些被市场中的统治者或有绝对优势的企业忽略的某些细分市场，指企业选定一个很小的产品或服务领域，集中力量进入并成为领先者，从当地市场到全国再到全球，同时建立各种壁垒，逐渐形成持久的竞争优势。

1) Introducing oneself

Nice to meet you. I’m Dali Wang from China. Here is my business card.

Hello. My name is Dali. I’m a trade representative of XYZ company.

2) Introducing one’s company

My company in China specializes in the design and production of versatile products for museum stores.

My company has ranked No. 1 as one of the leading exporters of cultural products in my city.

We deal in versatile products for museum stores. Our company is based in Xi’an and has been in this line for 10 years.

3) Introducing products

Our products are very popular in European countries because they are good in quality and reasonable in price.

Our products sell well in European markets since they are fresh in design and fine in workmanship.

We are able to tailor our products to our customers’ requirements.

1) Asking for the catalogue

May I have your latest catalogues?

Would you please leave me your catalogues?

2) Asking for other things May I take back the catalogues and the price list with me? I’ll go into them and would like to have another talk with you.

Do you have a catalogue or something that tells me about your company?

Please send us a collection of specimens for reference purposes.

1) As I’ve just said, I hope to conclude some substantial business with you.

2) Could you introduce me to the person in charge of this line?

3) My reason for coming here today is to make business contact with you.

4) We’re eager to enter into business relations with you.

5) I was introduced to your company by the Chamber of Commerce and I come here for the purpose of doing business with you.

1) 纺织品属于我们公司的业务范围。

2) 我们愿意就油籽供应一事与你们建立贸易关系。

3) 我们想买一小批试销。

4) 我们从事这项商品进口已有很多年历史了。

5) 请问您是从事什么行当的？

1) What do you think is the best way to seek for the new business partners? State the reasons.

2) Do you think it is easy to establish the business relations? Why?

3) Have you heard MSA before? Do you know if China has this kind of organization?

Find a partner and act the following roles according to the situation described：

Situation： Mr./Ms Wang is talking with Mr./Ms Bauman about starting new business.

You are Mr./Ms Wang, International Marketing Manager of ABC Company.

1) Introduce yourself and your company.

2) Enquire about his/her company and business lines.

3) State benefits brought by your coming into business.

You are Mr./Ms Bauman, purchase manager of Fancy Gift Store of the US.

1) Introduce your store and show your success.

2) State the requirements of your gifts.

3) Explain the reasons for popularity of your gifts.

If you want to be successful at networking and building relationships which will be highly profitable for your business, then you will need to consider it like a loyal friendship. The following strategy will provide some guidance to developing a highly profitable network and avoid the mistakes that many people make.

Always plan prior to a function.

When meeting someone, always observe body language.

2) The most important action

Lastly, following the event, the most important task is to follow up.

Use their personal interest as an advantage to start the conversation.

(adapted from http://ezinearticles.com/?Secrets-to-Successful-Business-Relationships&id=5447573)