外贸函电 学员版课件

BUSINESS ENGLISH

LETTER

What will we talk about?

• 如何写建立业务关系的信函？如何使对方对你公司产生兴趣？

• 当获得买方询盘是如何能抓住这个潜在客户？

• 面对买方的还价如何对应？

• 如果你公司的原因导致订单取消或延迟交期，如何向买方交代？

• 开来的信用证中有错误如何向买方提出？

• 面对买方的索赔，如何应对？

Step 1 Establishing

business relations

• 案例：

• 贵公司是一家名为“ABC出口公司”的企业，主要产品是茶叶，如果你想拓展市场，现想向英国一家“XYZ进口公司”的企业推广市场，建立业务关系。

• 你如何写这封信呢？

如果是你收到这样的信？

• 这是家什么公司？

• 他是怎么知道我公司的？

• 他联系我的意图？

• 有没有该公司的详细信息？

• Dear Sir or Madam,

• We understand from your information posted on Alibaba.com that

you are one of the biggest importers of tea in UK. We take this

opportunity to approach you in the hope of establishing business

relations with you.

• Founded in 1960, ABC Export Company is one of the largest

specialized companies that engage in tea trading in China. To give

you a general idea of our products, enclosed please find our

brochure covering the main items. You may also visit our website

(www.ABC.com) for more details.

• If you are interested in any items, please feel free to contact us

directly.

• Best regards,

• ABC Export Company

• Evelyn Wang

我们从„得知„

• 原文：We understand from 您登在阿里巴巴网站上的信息 that 您是英国茶叶最大进口商之一.

• 句型转换：

• We have obtained your name and address

from Bank of China, Nanjing branch.

• We were informed by Alibaba that you are

one of the biggest importers of tea in UK

我们是某地区从事某行业的专业公司

• ：成立于1960年, ABC出口公司 is 最大的specialized companies that engage in 茶叶in China.

• specialize v.

• specialize in sth. 专业从事…

• specialized a.专业的

• a specialized company 一家专业的公司

• engage in/ deal in/ handle sth. 从事、经营..

原文

• 小试牛刀：我们是中国一家拥有丰富经验的专业从事茶叶出口的公司。

• We are an extensively experienced

company that specializes in tea exporting

in China.

请立刻与我们联系

• 原文：如果您对我们任何产品感兴趣, please

feel free to contact us directly.

• please don’t hesitate to contact us.

Step 1 结构总结

• a. The source of the information

• b. The intention

• c. Self-introduction

• d. Express expectation

• e. Enclosure

Step 2 Enquiry

• General enquiry 普通询盘

• Specific enquiry 具体询盘

Step 3 offer

回复一般询盘——寄价目表，示意涨价前订货

• 案例1：如买方5月9日来信发出一般询盘，称如果商品物美价廉，会大量订购，并索要价目表。

• 如何回复呢？

• 两个注意点：

• ①5月9日发来询盘—感谢

• ②所要价目表—满足要求

• Dear sirs,

• Thank you for your letter of May 9. We are now sending you our price-list and catalog of the latest types.

• Please notice that as the prices of raw material have been going up steadily since last year, the prices of our products have raised accordingly.And there must be a further advance in the near future. Therefore, we suggest that you place us an order as soon as possible.

• We look forward for your early reply.

表示收到对方来信

• 原文：Thank you for your letter of May 9.

• 句型二：We are in receipt of your enquiry

dated May 9.

• 小试牛刀：我们收到了你方5月3日传真。

现向您寄出„

• 原文： We are now sending you our price-

list and catalog of the latest types.

• 我们即将向您寄出我们的价格单和最新型号目录。

• E.g. We are arriving at Xinjiekou Station.

• 句型二：We have sent you …

结构回顾——寄价目表，示意涨价前订货

• 内容设计： a. 感谢对方询盘

• b. 随附价目表

• c. 示意原材料价格上涨

• d. 建议尽早订货

• e. 酌情可选：另寄样品

精彩一句：

• We are sure that you will be satisfied with

both the competitive price and the

superior quality.

• 物美价廉：

• Price: low, reasonable

• Quality: high, excellent

精彩一句：

• The following articles are quoted subject

to our final confirmation.

• We are making you an offer subject to our

final confirmation as follows:

• 案例2：当你发盘后数日仍没有得到买方回复。如何处理呢？

Dear sir,Hope you have got a wonderful weekend!For several days we have no news from you. Now I am writing for reminding you about our offer dated May 10, 2011 according to your relative inquiry.Have you checked the prices or not? Any comments by return will be much appreciated. Any details you would like to know, please feel free to contact us.Looking forward to your prompt response.

• appreciated n. 感激的

• It will be highly appreciated if you could

understand our position.

• Your prompt attention will be appreciated.

Step 4 Counter-offer

• 案例1：英国XYZ公司5月13日发来还盘，表示对样品十分满意，但是价格偏高，并指出其他国家供应商的类似产品价格更低，希望你能降价20%会考虑大量订购。

• 你如何回复呢？

拒绝还盘

接受还盘

做出让步

拒绝还盘

• Dear Mr. Jones:

• We are in receipt of your letter of May 13, asking us to

make a 20% reduction in our price for Porcelain Tea Pot

No. TS001. We are regret to say that we are unable to

comply with your request because the price we

quoted is really our rock bottom price.

• However, we would like to take this opportunity to offer

you a substitute, Tea Pot No. TS501, which can be

purchased at the price you named.

• We still hope to have the opportunity to work with you

and any further enquiry will receive our prompt attention.

request

• comply with your request, 符合你方要求

• At your request, 按照你方要求（句首）

• 按照你方要求，我们将向你方寄出一些样品。

• At your request, we are sending you some

samples.

• as requested,

• 发散思维：as scheduled

• as expected

以„样的价格

• at the price you named

• /mentioned 以你方所提出的价格

• /counter-offered 以你方所还价格

• /suggested 以你方所建议的价格

• 小试牛刀：

• 以你方5月3日来信中所提及格成交是不可能的。

• It is impossible to conclude a transaction at the

price you mentioned in your letter dated May 3.

counter-offer 拒绝还盘

• 内容设计： a. 感谢对方来信

• b. 表示抱歉不能接受还盘

• c. 提供替代品

• d. 表达能继续合作的愿望

精彩一句：—强调产品质量

• You mention that some similar goods of

others makes have been offered at a lower

price. We accept what you say, but the

quality of other products does not

measure up to that of ours.

• A measure up to B A比得上B

精彩一句：—做出让步

• In order to conclude this first transaction,

we decide to reduce the price by 10%, that

is USD10.8 per set.

• We decided to reduce the price to USD10.8

per set.

Step 5 order

• 案例：双达成协议，但因为卖方特殊情况取消订单。

• a.感谢买方订单

• b.告知因某些原因，订单取消

• c.期待以后合作

• Dear Mr. John,

• Thank you for your order No. 582, dated June 12. We regret to inform you that the said products cannot be shipped at this time due to the following reason:

• …

• …

• If you care to discuss this matter further, please feel free to contact us by E-mail. We look forward to your future orders and are ready to assist you in any way possible.

Step 6 insurance

• 案例：合同按CIF成交，但是买方提出不合理的保险要求（比率、先别），你应该如何应对呢？

• a.提及对方前封来信

• b.告知对方只能按国际惯例办理保险，额外费用要由买方自行承担

• c.希望对方配合

精彩一句：保险用语

• 惯例

• usual practice

• 按发票金额110%投保…险别

• cover insurance … for 110% of the invoice value

• 在没有客户明确指示的情况下，我们的惯例是按照发票金额110%投保平安险。

• 精彩一句：

• It is our usual practice to cover insurance F.P.A for 110% of the invoice value in the absence of definite instructions from our clients.

• 费用由…承担

• be borne by sb.

• 代表某人

• on one’s behalf / on behalf of sb.

• 精彩一句：

• We could cover All Risks on your behalf,

but the extra premium should be borne by

you.

Step 7 payment 修改信用证

• 案例：卖方开来了信用证，但是信用证上有错误，如何告知对方呢？

• 1.卖方地址有误

• 2.总金额大小写有误

• After careful examination, we found some discrepancies. Please amend the L/C as follows:

• 1. The name and address of the beneficiary should be “…” instead of “…”.

• 2. The total amount both in figures and in words should be “…” instead of “…”.

• Please make the above amendments as soon as possible so that we can effect shipment in time.

内容设计

• a.告知买方收到相关信用证（要把信用证信息写清楚）

• b.告知信用证有误，并列举。

• c.催请修改信用，以免耽误交期。

Step 8 shipment

• 案例：交期已过，但因某些原因（如单据未准备及时），导致交期延迟，如何向买方解释呢？

• a.对于对方抱怨的信函表示万分抱歉

• b.说明原因

• c.保证尽快装运

精彩一句：积极采取措施，表示歉意

• 我们正在尽一切努力确保两天内发货。

• Now we are doing everything possible to

guarantee the delivery within two days.

• 同时，我们对延期给您带来的不便深表歉意。

• In the meantime, we offer our apologies to

you for the inconvenience the delay has

caused you.

Step 9 claims

• 案例：货物到达目的港，但买方发现部分货物质量低劣，要求给出解决方案。

• 1.赔偿

• 2.更换

更换

• 表示收到买方关于质量问题的来信，并表示深切道歉

• 表示马上更换，并将更换商品的转运方式，交通工具，发货时间情况告知买方。

• 希望不会影响日后业务关系。

精彩一句：

• 我们对这次质量差给您在造成的麻烦表示歉意，

• We apologize for the trouble caused you by the

poor quality ，

• 并且希望确保您以后的订单将会得到我们更多的注意。

• and wish to assure you that more care will be

taken in your further orders.

• =your further orders will have our more care.

注意句子翻译的结构