商务英语写作 Sales Promotion and Follow-ups

Chapter5SalesPromotionandFollow-upsChapter5SalesPromotionandFollow-ups5.1Questionsfordiscussion5.2Backgroundinformation5.3Sampleletters5.4Analysisanddiscussion5.5Pointstoremember5.6Moreusefulpatterns5.1Questionsfordiscussion（1）Whatisthepurposeofasalespromotion？（2）Whatsuggestionscanyougiveforsuccessfulpromotionofproducts？（3）Canyoulistsomepointsforattentioninapromotionletter？5.2BackgroundinformationWhatarethepurposesofsalespromotionletters？Salespromotionlettersaimtopersuadetherecipienttobuythewriter’sproductsandtoexpandbusiness.Whentheexporterfailstoreceivetheexpectedorderorinquiryaftersendingtheinformationaskedfor，thenitisnecessaryforhimtowriteafollow-upletter．5.3SamplelettersReadthefollowingletterstoseehowthesesaleslettersandfollow-uplettersarewordedandstructuredtoachievetheirpurposes．5.4AnalysisanddiscussionWhataretheircommonpurposesandcommonstructures？Threeessentialparts：（1）Inthefirstpart，thewriterreferstoaninquiryorapreviouscommunication；（2）Thesecondpartintroducesnewsellingpoints，suchasthegoodqualityofproductsorfavorablebusinesstermsavailable；（3）Inthethirdpart，thewriteradvisesthereadertoorderthegoodsortriestomovethereadertotakeadvantageofthegoodchance．Thestructureofafollow-upletter（1）Areferencetoatransactionoranexchangeofinformationinthepast；（2）Askingtactfullywhytheexpectedinquiryororderhasnotcome；（3）Providingadditionalinformationtostimulatetherecipient’sinterestinwriter’sproducts.（4）Afriendlyclosetoendtheletter，inwhichanexpectationmaybeexpressed．QuestionDoyouhaveanynewpointstoaddtotheabovelist？5.5Pointstoremember（1）Starttheletterbyarousingthereader’sinterestandencouraginghimtotakenoticeofthebenefitstheproductbeingpromotedcanbringhim．（2）Focusontheintroductionofthebenefitsratherthanthefeaturesoftheproductorservice.（3）Usetestimonials，offeringaguaranteeandpresentingyourcredentialstoturnthereaders’interesttodesire．（4）Presenttheofferfromthereader’spointofview．Ifyouknowwellaboutyourclients’needs，yourlettermaybemoreeffective．（5）Maketheletterconcise，originalandstraighttothepoint．QuestionHasenoughbeensaidabouthowtowriteagoodsalesletter？Doyouwanttoaddanything？Theprincipleinwritingfollow-upletters（1）Starttheletterbyreferringtoapreviousoffer，exhibition，conference，etc．（2）Thewriteroughtnottoduplicateprevioussalespitchesbutshouldincludenewpointsthatwillarousethereader’sinterest．（3）Thewritermayoffertothereaderachancetotakealternativestepswhenheisnotquitesureabouttheprospectivecustomer’sneeds.（4）Takeadvantageoffollow-upletterstoreiteratethepositiveaspectsofyourservicesorproducts，andgentlyurgeyourclientorpotentialcustomertotakethenextstepinnegotiatingasale．（5）Avoidnegativeremarks．（6）Endtheletterwithafirmpromiseofserviceandanxioushopeforareplyoranorder.QuestionAreyounowclearabouthowtowritesalespromotionlettersandfollow-upletters？5.6Moreusefulpatterns5.6.1Creatingdesires5.6.2Offeringspecialbusinessterms5.6.3Motivatingactions5.6.1CreatingdesiresWehaveshownsomeflexibilityinpricenegotiationinordertomaketheconclusionofbusinesspossible．Accordingtoourinvestigation，themarketisnowshowingadecline，soweareexpectinganadjustmentofthepriceattheendofthismonth．Byvirtueofitssuperiorquality，thisitemhasmetwithawarmreceptioninmostEuropeancountries．Wedeemittoyouradvantagetobuythisitemforaconditionalsaleinyourmarket．……5.6.2OfferingspecialbusinesstermsWeinformyouthatweareabletoofferyouadiscountof10％ofourrecentprice．Asyouhaveplacedmanyorderswithusinthepast，wehavedecidedtomakeyouaspecialofferof．．．Sincethisisourfirsttransactionwithyou，wedecide，asanexception，tocutthepriceby2％．Specialtermsareallowedtoyouifyouplacetrialorderbeforetheendofthecurrentmonth．Thepricewequotedisaccuratelycalculated，butinordertoencouragebusiness，wearepreparedtoallowyouadiscountof2％．5.6.3MotivatingactionsWehavepleasureinrecommendingtoyouthefollowinggoodssimilartothesamplessentbyyou．Inordertopromotebusinessbetweenus，weareairmailingtoyousamples，underseparatecover，foryourinspection．Inviewofthelargedemandforthiscommodity，wewouldadviseyoutoworkfastandplaceanorderwithusassoonaspossible．