Unit 17

Skills for Writing for Establishing Business Relations

Section 1: How to Write Letters for Establishing Business Relations

How to Find New Customers and Establish Business Relations       
The development and expansion of a business depends on customers. Needless to say that no customer, no business. The establishment of business relations is the fundamental step in foreign trade and in international exchange because transaction can only be made after the business connections have been set up.
To seek prospective clients and establish business relations is one of the most important measures for a newly established firm or an old one that wishes to expand its market and enlarge its business scope and turnover (营业额，销售额). Usually a firm may approach its new business counterparts(对应或对等的人或物)abroad or obtain necessary information through the following channels: 1.banks; 2. attendance at all kinds of commodities fairs; 3. contact at the exhibitions held at home and abroad; 4. mutual visits by trade groups and delegations; 5. Chambers of Commerce in foreign countries; 6. trade directories(贸易商业目录，工商行名录); 7. Chinese Commercial Counselor’s Office in foreign countries; 8. Business Houses of the same trade(商行，商号). Of all these channels, communication in writing is the most commonly used means for setting up business relations. But how can you obtain all the necessary information about a new client when you are going to write a letter to establish business relations? Maybe you can seek the help of many sources such as periodicals, advertisements in newspapers, market investigations, self-introduction by merchants themselves, etc.
The Main Content of the Letters for Establishing Business Relations
1) Refer to the ways to obtain the addressee’s name and address
2) Indicate clearly the intention of the letter
3) Introduce the scope of business briefly
4) Express the hope for future business relations
Sample 1: A Letter for Establishing Business Relations
Dear Sirs,
We have your name and address through the introduction of Mr. A.G. TopWorth of Swanson & Bros., of Hamburg, who is one of our old clients. We wish to inform you that we specialize in exporting chinaware and shall be pleased to enter into business relations with you.
If our above desire coincides with yours, please let us know and also keep us informed of your specific enquiries so that we can send our illustrated catalogue and price list for your reference without delay.
In the meantime, we shall appreciate it very much if you will furnish us with the name of your bank prior to the conclusion of an initial transaction between us.
We are looking forward to receiving your first enquiry.
Yours sincerely

Answer the Following Questions
1. What does the writer say in the first paragraph of the message?
2. What does the writer ask the addressee to do?

Words and Phrases
1. client: a person who pays for help or advice or to get some service
e.g. The enquiry agency has a lot of clients.
2. enter into: start upon, begin to take part in
e.g. We have entered into a contract with a firm in America.
3. enquiry: a request for information on the supply of certain goods
e.g. We have received a number of enquiries from our trade connections here for your new products.
4. catalogue: a complete list of articles, usually in alphabetical order and often with descriptions of the articles
e.g. We are enclosing a copy of our catalogue as requested in your letter of January 20.
5. transaction: a piece of business
e.g. We have finally concluded the transaction after so many negotiations.

Sample 2: A Reply to A Letter for Asking to Establish Business Relations
Dear Sirs,
With reference to your letter of June 27, we are glad to learn that you wish to enter into trade relations with us, which also meets our interest.
To give you a general idea of our products, we are sending you by air a catalogue showing various products being handled by this corporation with detailed specifications and means of packing. Quotations and samples will be sent upon receipt of your specific enquiries.

Answer the Following Questions
1. What does the writer say in the first paragraph?
2. What does the writer do in the body of the letter?

Words and Expressions
1. learn: receive instructions, become informed of
e.g. We have learned from our agent in London about your range of electric typewriters.
2. corporation: company
e,g, Her husband works for a very big corporation.
3. shipment: a load of goods sent together
e.g. The shipment is ready, so please open the relevant L/C as soon as possible.
4. handle: use (goods) in business, esp. for sale
e.g. We don’t handle that sort of book.
5. quotation: amount stated as current price of stocks or commodities on sale
e.g. Your quotations for leather jackets are too high to be acceptable.

Section 2: Skills for Writing for Asking to Establish Business Relations & Replies

Write Friendly and Helpful Letters
Your first letter to open up a market or enlarge your business scope is very important, because it is known that first impression will count heavily. Letters for establishing business relations must be friendly and helpful. Before you write your opening, it is advisable for you to consider: 1.What are your objectives? 2. Who is your reader? 3. What kind of presentation should you use?
Therefore, the first step is to write down your objective(s) in a simple opening sentence, expressing your desire or interest in having a connection to open up business. The second step is to analyze your reader. In your correspondence, you need to put yourself in the shoes of the people who will be reading your message. Generally speaking, use the language that you think the reader understands clearly. The third step is to select appropriate planned presentation. You can ask yourself: 1. Will the reader welcome your letter? 2. Will the basic message displease your reader? 3. Does your letter request action that your reader is not willing to take?
What to Include in the Letters
This type of letter may also be called a First Enquiry. Generally speaking, this type of letter begins by telling the addressee how his name is known. Then, some general information should be given as to the lines of business being handled. The writer should state simply, clearly and concisely what he can sell or what he expects to buy. The following writing suggestions should be kept in mind:
Opening: Where and from whom you get the new customer.
Body: self introduction (scope, condition and product or commodity), financial position and reference
Closing: wish, hope to keep the relations

I. Conventionalities for Writing for Establishing Business Relations
1) We have your name and address from the Commercial Counselor’s Office of your Embassy in Beijing and are now writing to you for the establishment of business relations. 我们从贵国驻京使馆商务参赞处得悉贵公司行名和地址，现特致函与贵公司建立业务关系。
2) We have learned by courtesy of Mr．Greenhow that you are one of the leading importers of Chinese chemicals and pharmaceutics in your country．承蒙格林豪先生介绍，我们得知你们是贵国中国化工产品和药品的主要进口商之一。
3) Your firm has been recommended to us by Bank of China in Beijing. 在北京的中国银行已把贵公司介绍给我们。
4) We have the pleasure of introducing ourselves to you as a state-operated corporation dealing exclusively in light industrial goods. 我们有幸自荐，我们是一家专营轻工产品的国有公司。
5) We are the chief cigarette packing materials exporter in Austria and are thankful to the Chinese Embassy in Vienna for giving your name. 我们是奥地利主要的香烟原辅材料出口商，并感谢驻维也纳的中国使馆向我们提供了你们的行名。
6) Specializing in the export of Chinese arts & crafts goods, we express our desire to trade with you in this line. 我们专营中国工艺美术品出口，愿与贵方进行交易。