Establishing Business Relations

Unit 2

When new firms or old ones want to start or enlarge business, they may want to establish business relations with prospective dealers. It’s favorable to use the following informationin your letter:C=company’s nameP=productS=serviceI=informationR=recommendation

By the end of this unit , you should be able to …

Appreciation of a letter;Writing.

Language pointsMain points in letters

Text Analysis Assignment

Questions & Answers

Pre-reading Activities Studying Aim

Part Pre-reading ActivitiesⅠPart Pre-reading ActivitiesⅠ (Questions & Answers)(Questions & Answers)

1. Why do we need to establish business relations with others?

We need other partners:to help us open potential markets;to enlarge our business;to search for more profit…

2. How do you get the information of your potential customers?

We get it from the following channels:Internet;the advertisements; the banks;the Chambers of Commerce both at home and abroad; the introduction from the business connections; the Commercial Counselor’s Office; the market investigations; etc.

3. What do you write in establishing

letter? And how to write? Main points:Opening: the purpose or reason of writing:

a. the source of information;b. the intention (purpose of writing);

Body: the details of requirements:c. self-introduction and the business scope of his firm;d. the reference as to our financial

position and integrity;e. requirements for further information;

Closing: f. hope for cooperation or an early reply.

4. How to write a reply to these letters?

Replies to these letters generally include two kinds:

1) Agreement:Opening: a. thanks for the incoming letter;

b. willingness to establish relations;Body: c. reply to the requirements in the

incoming letter; d. self-introduction;

Closing: e. hope for doing business.

2) Disagreement:

Opening: a. thanks for the incoming letter;Body: b. regret for the inability to establish

business relations;c. stating the reasons;

Closing: d. expectation of future cooperation.

PartⅡ Studying AimPartⅡ Studying Aim

By the end of this unit, you should be able to:

1. Know main points in this kind of letter and write a letter to establish business relations with your customer;

2. Grasp the main points and strategies of the two letters in Page 12 &13;

3. Master key language points and difficult Sentences;

4. Know how to write a response letter (to show your agreement or disagreement) to No.1 letter (Please refer to your textbook Page12);

5. Compare No.1 letter with No.2 letter, and amend the latter one.

After your reading the above two letters, please answer the following questions:

1. What is the purpose of the two writings? — They are written for establishing business relations with customers.

PartⅢ Text AnalysisPartⅢ Text Analysis Letter 1 & 2 Letter 1 & 2 Letter to Establish BLetter to Establish B

usiness Relationsusiness Relations

Step1: Main points in letter 1 & letter 2

2. Please point out the main points in letter 1 & letter2.

1) Main points in letter 1:Opening: a. information source

b. business scope c. the purpose of writing

Body: d. enclosing leaflets (self-introduction; showing various products)

e. requirements for specific inquiries

f. integrity and guaranteeClosing: g. hope for an early reply

2) Main points in letter 2:

Opening: a. self-introductions

b. business scope

c. relations with suppliers

d. introduction of JD series, and willingness to promote it

Body: e. information source

f. purpose of writing

Closing: g. enclosing the catalogue

There are two strategies in Letter 1: 1) (Para 2) “Quotations and samples will be sent

upon receipt of your specific enquiries.” Factually, the author hopes to receive the specific enquiries.

2) (Para 3) Business between us will be conducted…be provided.”The author describes the fact, which can prove the integrity of the company and give a kind of guarantee to the customers.

3.Where is the strategy in Letter 1?Why do you think it’s a strategy?

4. Which one do you like better, Letter 1 or Letter 2? (Please compare Letter 1 with Letter2.)

— We like Letter 1. The reasons are:1) Letter 1 is clearer, including clear

logic, purpose of writing, and closing sentence;

2) Letter 1 is more concise. The self- introduction is shorter and more

effective; 3) The strategy in Letter 1 is more

effective, which is to prove the integrity of the company.

5. How to amend Letter 2 to make it clear and more

effective?1) Stating the information source

and the purpose of writing at first;2) Put the self-introduction in the

body, and divide it into three paragraphs;

3) Finally, add the closing sentence to show the expectation of mutual cooperation.

2. enter into business relations: establish/build up/set up business relationseg: We would like to enter into business relations with you.

1. upon receipt of : on receipt ofeg: Quotations and samples will be sent to you upon receipt of your specific enquiries.

Step2: Details of Letter 1&2

Language points

3. specialize in: run in

eg: We mainly specialize in exporting textiles.

5. prior to: beforeeg: We will test the quality and weight prior to shipment.6. look forward to: expect toeg: We look forward to hearing from you.

4. inquiry: questions or queryeg: Quotations and samples will be sent upon receipt of your specific inquiry.

Difficult Sentences

1. Quotations and samples will

be sent upon receipt of your

specific enquiries (Para.2):

Once we receive your specific

enquiries, we’ll send you

quotations and samples.

2. Business between us will be conducted on the basis of shipping quality and weight while … shipment (Para 3 in Letter 1):The quality and weight of our shipping cargo will be tested by the Shanghai Commodity Inspection Bureau… This is the basis of our mutual business.

3. We believe they are of competing value and

intend to introduce them first into Canadian

market (Para 1 in Letter 2):

Our JD series are of good quality and competitive

in the markets. We’d like to promote it into your

potential market.

4. We are now writing to you to see if you are interested in our JD series (Para2 in Letter 2):We are now writing to you to hope you will be interested in our JD series.

PartⅣ AssignmentPartⅣ Assignment

1. Supplementary reading:

Dear Sirs,

Your name and address has been given to us by Messrs. J. Smith & Co., Inc., in New York, who has informed us that your firm has been recommended to us by the Chamber of Commerce in Tokyo, Japan.

We understand that you are interested in both the

import and export of Camera. The high reputation,

which you are enjoying, has rendered us desirous

of entering into business relations with you. It is on

this subject that we wish to introduce ourselves in

the hope of establishing mutually beneficial

business relations between our two corporations.

Accordingly, we send you our catalogues and price

lists.

We advise you to make use of our experience and

special knowledge on trial.

Yours faithfully,

John Smith

2. Please amend No.2 letter (in Page

13). Try to make it clear, concise and

complete.

Thank you!