外贸信函之敲门砖 — 推广信 编者按:常常有外贸业务员在写英文邮件的时候,会觉得脑子里面一片空白,或者写出来的语句怎么看 怎么别扭。即使是商务英语专业毕业的朋友,也会对英文写作觉得难以下笔。其实,很多时候,书面的信函, 只要了解基本的段落分层,参考一些常用的句式,并结合商业信函的特点,我们都可以写出漂亮的英文信! 在外贸过程中,我们跟买家的邮件沟通,主要集中在Marketing Letter(推广信)、Enquiry(询盘回复)、 Offer(报价)以及Counter-offer(还价)环节。我们将分成三部分逐一给大家介绍。 开发新客户的时候,一封文笔漂亮、重点突出、语法标准的英文开发信,能很好地传递给买家公 司的专业与严谨。如何写有效的推广信呢? 我们来看一个例子: K & U Metals No. 23, Baizhangdong Rd., Ningbo, Zhejiang, China Website: www.kumetals.net Tel/Fax: 86-574-87571555/ 86-574-87560554 Email: info@kumetals.net Mobile Phone: 86-13867858970 To: Atlas Metals Dear Sir/Madam, I have found your company details and your buying request for castings from the offers posted on Made-in-China.com, and am contacting you in this instance because I feel our company product portfolio issomething that may be of interest to you. 小提示: 1) Dear 是比较礼貌的用词。Hi 则更适用于朋友之间的联系 所用。 2) 尽量称呼对方的姓名。如果不清楚对方的性别,使用Dear Sir/Madam 来称呼对方。 3) 第一段的第一句话一般是言简意赅的介绍“来意”(在哪 里看到的信息,这个是我们平时容易忽视的,却是买家关 注的。因为对方需要通过这个信息确认我们是否正确地了 解到他的需求。) Some of the products we are presently manufacturing are similar or use similar materials/process and therefore it would be a fairly straightforward exercise to transfer production to our company. So far as we know, similar products in European market are made in the U. K. with very small amount of production. Our products are qualified with the same European Standard and are of the similar quality as those in your market, but with much lower cost. We believe that our products will make it more profitable. 小提示: 1) 尽量如实地向买家介绍自己的产品。如果有可能,尽可能 地了解买家对产品的需求,有的放矢地介绍。如澳大利亚 做马桶生意的买家,其网站上明确提出”Only those with A/S standards will be answered.”那么Watermark 认证的马桶, 就应该在邮件中明确提出”The toilets we produce pass the Watermark standard. So we think we must be the right supplier you are looking for”。 2) 其次,表明自己对对方市场的了解,告知对方自己的产品 符合对方市场的标准,将有利于对方在本土市场获得更大 的利润。 If you have the time, please browse our website (www.kumetals. net) to get a better understanding of our capabilities and our standards certifications and compliances and I hope we will have the opportunity to tender some of your products prices soon! 小提示: 1) 提供自己的网站链接(公司网址、电子商务网址),确保 您的链接是有效的、可访问的。让买家可以详细了解我们 的产品和公司情况。 Thank you for reading this. I have tried to make this letter as brief as possible in order not to waste your valuable time and look forward to hearing from you. Kind regards Gus Lutum Sales Manager, Foreign Trade Dept. 以上只是一个sample letter。我们需要根 据自己产品的特点有针对性的推销自己的产品。 在这里,我们主要讨论好的推广信的共性。 |
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