《国际商务函电Unit 6 Sales Promotion》由会员分享，可在线阅读，更多相关《国际商务函电Unit 6 Sales Promotion（35页珍藏版）》请在金锄头文库上搜索。
1、Unit6 Sales promotion 推销信 外贸英语函电 Types for Sales Promotion nSales letter 推销信 nReviver 振兴信 nFollow-up letter 回访信或随访信 It is used to find new customers, and to persuade the reader to buy the sellers product so as to expand business. A good Sales Letter should be able to: a) catch the attention （吸引注意） b
2、) arouse the interest（引起兴趣） c) Stimulate the desire（激发欲望） d) induce the action （促使行动） Sales Letter(推销信) Principles for Sales Letters nKeep it as short as possible nArouse readers interest in the opening paragraph nGive the letter an attractive look and make it personal. nPoint out the benefits of yo
3、ur products from the buyers point of view nConvince the reader by evidence (figures, facts and opinions ) A Reviver(振兴信) It is another kind of business letter which is to retain or regain old customers. It usually contains the following elements: a) review previous good cooperation; b) add a favorab
4、le comment on the goods c) offer a generous discount d) look forward to receiving a new order A Follow-up Letter (随访信) It is to discreetly enquire into the reason why the offerer has not received an order from the offeree. Such letters should include the following aspects: a) refer to the buyers inq
5、uiry and the sellers offer; b) express regret that no order has been received and enquire into the reason; c) point out some new selling-points and arguments, and add a favorable comment on the goods; d) repeat the hope to receive an order from the buyer. Letter 1: Sales Letter Mike Rich A new custo
6、mer Helen Wills Sales assistant Trying to recommend Trying to recommend new products of new products of ladiesladies dresses dresses Dear Sir or Madam: One will certainly feel pleased with ladies dress that are beautiful in pattern, elegant in style and reasonable in prices. These are just the chara
7、cteristics of our ladies dresses for export. The range of our ladies dresses is extensive. They are all made of selected fabrics and deliberately designed, cut, stitched and trimmed. A catalog has been enclosed. Please let us have your specific enquiry enabling us to dispatch samples and make quotat
8、ions. Yours sincerely, Helen Wills Move 1. Describe the pattern, style and price of the products Move 2. Describe the range, fabrics and making of the products Move 3. Enclose a catalogue Move 4. Ask for a specific enquiry Letter 2: Reviver letter Mr. Jones An old customer But has not made purchase
9、for long Robin Williams Sales assistant Trying to “re- activate” Mr. Jones purchase Newly introduced product Letter 2: Product promotion Dear Mr. Jones, As you may know, considerable interest was shown in our new product following its recent introduction into overseas markets. We believe you may be
10、interested in personally evaluating its outstanding qualities, and have taken the liberty of forwarding under separate air shipment directly to your attention. Customers who have ordered this highly innovative machine on a trial basis have praised its unique features, especially its completely autom
11、ated operation, and have placed repeated order. By integrating this revolutionary new machine into your manufacturing system, we feel sure your production volume can be substantially increased. We are looking forward to your reply. Very truly yours, obin Williams Move 1. Introduce the new product to
12、 the old customer Move 2. Airmail a sample Move 3. Feedback from other customers Move 4. Suggest the potential benefit to the receiver Move 5. Hope for the reply Comment: no mention of previous business 振兴信 （Reviver）的模板： nLooking through our record we note with regret that from xx to xx/last year/2
13、months ago you bought a large quantity offrom us. But recently, we didnt have the pleasure of an order from you. nWe think you may be interested to know that we have a residue stock of 307 sets of which you bought from us in substantial quantity previously. We are prepared to clear the stock by allo
14、wing you a generous discount, sayon the current price ofThis offer is subject to your reply reaching here Or nWe think you may be interested in some of our new products, which you can find in the enclosed catalogue. If any of the items illustrated in the catalogue interest you, please do not hesitat
15、e to let us know. We will make you offers upon receipt of your detailed requirements. We sincerely hope to conclude some satisfactory transaction with you in the near future. Letter 3 A Follow-up letter Dear Sirs, We trust by now you have carefully studied our offer of carpets as well as the quality
16、 and patterns of our samples sent to you on April 23. Much to our regret, however, we have not received any orders from you ever since. As we are certain that we are offering sound products at reasonable prices, we feel sure that you will find a ready sale for our carpets in your market. If you require further information about
