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1、Unit7SalesLetters2021/6/71LearningObjectivesBystudyingthisunit,youwillbeableto:KnowwhatpointsshouldbenoticedinwritingasalesletterKnowhowtointroduceacommoditytoanewcustomerKnowhowtorecommendasubstituteproductKnowhowtowriteareviverKnowhowtowriteafollow-upletter2021/6/72SalesLettersInforeigntradecommun
2、ication,besidesbusinesslettersconcerningestablishmentofbusinessrelationsandnegotiations,etc,thereis,however,anothertypeofletter,whichisknownas“SalesLetter”.Itspurposeistoexpandbusiness,topersuadethereader(namelythebuyer)tobuywhatthesellersareabletosupply.2021/6/73Thesalesletterisaformofadvertising.I
3、taimstosellparticularkindsofgoodsorservicestoselectedtypesofcustomers.Thepurposeofsaleslettersaretopersuadethecustomerstobuyyourproductnow,ortodevelopaninterestinyourproductthatwillinducethemtobuylater,ortokeepthenameofyourorganizationincustomersmind,ortogetcustomerstotryyourproductoraskquestionsabo
4、utit.2021/6/74PreparationforwritingthesaleslettersBeforewritingasalesletter,youmustgatherfactsaboutyourproductorservice.Ifyoursisatangibleone,whatisitssize,shape,composition,etc.?Doesitcomparefavorablywithyourcompetitorsproductindurability,efficiency,appearance,safety,ortermsofprice?Doesitfulfillwha
5、thumanneedsorwants?Withyourproductorserviceinmind,youarereadytoidentifysomecentralsellingfeaturesthatyouthinkwillfulfillspecificcustomerneeds.Endusersareusuallyinterestedincomfort,performance,appearanceandsafety,whiledealersaremoreinterestedinturnoverandprofit.2021/6/75TheprincipleofAIDAinwritingsal
6、eslettersThemoderntrendinsalesletterwritingistowardsmakingthelettersmorepersonal.Agoodsaleswritertriestorepresenttheofferfromthepointofviewofthebuyer,nottheseller.Agoodsalesletterconsistsoffouressentialelements;itmustcapturecustomersAttentionarousetheirInterestcreateDesireencourageActionofpurchase20
7、21/6/76SomepointsinwritingsaleslettersKeepthelettershortCatchthecustomersattentionintheopeningparagraphCreateapersonaltonebyusing“you”,insteadof“allcustomers”,“ourclients”,or“everyone”FocusonthebenefitsofyourproductorservicetothecustomerandstressitsfeaturesfromthecustomersperspectiveConvincethecusto
8、merofthefeaturesandbenefitsyouclaimaboutyourproductorservicebyevidence:figures,factsoropinionsConcludetheletterbyurgingthecustomertotakeaction:tovisityourshowroom,toreceiveyourrepresentativeortoplaceatrialorder2021/6/77ThereviversThepurposeofthereviverisnottoacquirenewcustomersbuttoretainorregainold
9、ones,whoarethebackbonesofsalespotential.2021/6/78SomerulesinwritingthereviversKeepthelettershort,otherwiseitmaynotbereadCatchthereadersinterestintheopeningparagraphGivetheletteranattractivelookandmakeitaspersonalaspossible2021/6/79Thereviverusuallyincludes:Reviewthehistoryofthetransactionsbetweenthe
10、customerandyouRecommendaparticularproducttothecustomerandgiveyourfavorabletermsofpriceExpressthehopeoftakingadvantageofthespecialofferandplacingorderearly2021/6/710SaleslettersandreviversareoftenwrittenintheformofaCircular.(通函)Besidessaleslettersandrevivers,follow-uplettersareoftenusedinsalespromoti
11、on.2021/6/711Thefollow-upletterusuallyincludes:RefertothecustomersenquiryandtotheofferthefirmhaspreviouslymadeExpressregretorsurprisethatnoorderhasbeenreceivedanddiscreetlyinquireintothereasonPutforwardnewpointsandargumentsfavorabletopromotionofsalesRepeatthehopethatthecustomerwilltakeadvantageofthe
12、offer2021/6/712Case 1公司写促销信推销即将投放市场的春花牌吸尘器，在信中介绍了该产品的特点和优惠政策，希望对方能成为他们的独家代理。2021/6/713Letter 1: Introducing of vacuum cleaner:Dear Sirs,We are sure that you would be interested in the new “Spring flower” Vacuum Cleaner, which is to be placed on the market soon. Most of the good points of the earlier
13、 types have been incorporated into this machine, which possesses, besides, several novel features that have been perfected by years of scientific research.The special advantage it offers will make it quick-selling line, and we are ready also to co-operate with you, by launching a national advertisin
14、g campaign. Moreover, we are ready to assist to the extent of half the cost of any local advertising.You will find enclosed leaflets describing this vacuum cleaner and we look forward to your agreeing to handle our product as the sole agent in your district.Yours faithfully,Zhang HuaForeign Trade De
15、p.2021/6/714Key words and phrases:1.vacuumvkjumn.真空,真空吸尘器adj.真空的2.possesspzesvt.占有,拥有,3.novelnvln.小说,adj.新奇的,新颖的,4.launchl:nt,l:ntvt.使(船)下水,掷(标枪等),发射(导弹、火箭等),开办,发动,发起5.advertisingdvtaizin.广告业，广告adj.广告的6.campaignkmpeinn.军战役,(政治或商业性)活动vi.参加活动7.enclosedadj.被附上的8.leafletli:flit小叶，传单9.vacuumcleaner吸尘器10.
16、beincorporatedinto保留11.quick-sellingline畅销品12.co-operatewithsb.与某人合作13.soleagent独家代理14.nationaladvertising全国性广告15.totheextentof到的程度2021/6/715Case2该公司主要生产日月牌手袋，邮寄了该产品的价目表给对方参考，期待对方大宗订货。2021/6/716Letter 2 Hoping to obtain bulk orderDearSirs,Wehaveyournameandaddressfromlocalchamberofcommerce.Weundersta
17、ndyouareinterestedinChinesehandbag.ThemainprogramsofourbusinessarethemanufactureandtheexportofVinylHandBag“Sun-Moon”Brand.Wearesendingyouthequotationofourproductsforyourreference,hopingitwillarrivetoyourhandverysoon.Waitingyourreplyandhopingtoobtainbulkorder.Yoursfaithfully,LiLing2021/6/717Key words
18、 and phrases:1.chamberkmpeinn.室，房间，会所mercekm(:)sn.商业,贸易3.manufacture.mnjufktn.产品,制造,制造业v.制造4.vinylvainil,viniln.乙烯基5.quotationkwuteinn.报价单6.referencerefrnsn.参考,出处,参照7.bulkblkn.大部分,大块,大批,8.chamberofcommerce商会9.foryourreference供你方参考10.bulkorder大量的订单2021/6/718Case3卖方最近一直没有接到买方的订单，特此写信询问，请买家填写回访卡，并介绍最近公
19、司的情况，希望能够收到他们的新订单。2021/6/719Letter 3 A Letter to Renew Relation with an Old ClientDearSirs,LookingthoughourrecordswenotewithregretthatwehavenothadthepleasureofanorderfromyousincelastOctober.Asyouwereoneofourregularclients,weareverymuchconcernedifyouhavebeendissatisfiedeitherwithourgoodsorwiththewayi
20、nwhichwehavehandledyourorders.Wouldyoupleasefillouttheenclosedreplycardifyouhaveencounteredsomeproblemswithus?Wewillgiveyourcommentsimmediateattention.WethinkyoumaybeinterestedtoknowthatwehaverecentlybeenappointedagentsforthesaleinthiscountryofthecomputersofthreeoftheleadingAmericanmanufacturers.Our
21、stocksnowincludeawiderangeoffirst-classpersonalcomputersatveryattractiveprices.Youwillseefromthecatalogueenclosedthatourpricesareverymuchlowerthanthoseofotherimporters.Inaddition,weareofferingverygeneroustermsofpayment.Welookforwardtothepleasureofyourrenewedorder.Yoursfaithfully,LiuMingDeputyManager
22、ForeignTradeDept.2021/6/720Key words and phrases:1.regularregjuladj.有规律的,整齐的,正规的2.encounterinkauntn.意外的相见,遭遇v.遇到,遭遇mentkmentn.注释,评论4.appointpintv.任命,指定,约定（时间，地点）5.stockstkn.树干,库存，股份adj.存货的,平凡的,股票的6.attractivetrktivadj.有吸引力的,引起注意的7.generousdenrsadj.慷慨的,宽宏大量的8.bedissatisfiedwith对不满意9.fillout填写10.awide
23、rangeof许多的，各种不同的11.inaddition此外2021/6/721Case4卖方感谢买方的询盘，作为地毯的生产厂家，向买家介绍了公司的大概情况，表达了合作的愿望，期待收到买家的进一步回复。2021/6/722DearSirs,ThankyourforyourenquiryofMarch23.Weareverygladtoencloseourpricelistofcarpetsforyourreference.Acopyofourcataloguehasbeenairmailedtoyouseparately.Ourcompanyhasexportedbigquantitieso
24、fcarpetstoyourcountry,Canada,England,andothercountriesof the European Community.Youmaybesurethatyouorderofourcarpetswillprove profitabletoyou.Youwillbeinterestedtonotethatouryearlyproductionisabout20,000pieces-thelargestofallthecarpetmanufacturesinChina.Andthepricesofourcarpetsarealwaysslowerthanothers.Wewillsendyouourbestquotationassoonaswehearfromyou.Yoursfaithfully,ZhangWei2021/6/723Key words and phrases: 1.separatelyseprtliadv.分别地单独地2.carpetk:pitn.地毯,毛毯3.pricelist价目表4.theEuropeanCommunity欧共体2021/6/724部分资料从网络收集整理而来，供大家参考，感谢您的关注！
