1、单击此处编辑母版标题样式 单击此处编辑母版副标题样式11国际商务函电实务International Business Correspondence PracticePart Two Business Correspondence Writing PracticePart Two Business Correspondence Writing Practice第二部 商务函电写作实务Page 2国际商务函电实务国际商务函电实务Project 2Page 3Searching for Potential Clients and Promoting Sales国际商务函电实务国际商务函电实务Lead
2、 In（导入）nTo reach the goal of the project,the following knowledge and talents are required:nA good awareness of the target market,such as major lines of the potential clients,their position and nature in the trade,and so on.nA good awareness of yourselves,such as the market intention of your company,
3、the advantages of your products to promote,the market,etc.nSome knowledge and talents of marketing and consumer psychology.nGood English in expression and grammar.nIt is a salespersons job to promote the sales of his/her products.In doing so,a salesperson should do STP marketing first,i.e.,segmentin
4、g market,targeting market and positioning market.After that,he/she need search for prospective customers in the target market.Page 4Project 2 Searching for Potential Clients and Promoting SalesAims and Demands（学习目标）To know and master the ways to search for prospective customers in the target market
5、To know and master the skills to promote products in the marketPersonal qualitySkillsKnowledgeTo be able to find out potential customers in the target market on the InternetTo be able to write letters of sales promotion with AIDA(Attention,Interest,Desire and Action)principleTo train to learn thinki
6、ng and finding out rules for reaching the goal of the project;To train to learn how to communicate and cooperate with your companions or co-workers.Page 5Project 2 Searching for Potential Clients and Promoting SalesPage 6Difficulties and Focuses（难点和重点）To be able to find out potential customers in th
7、e target market on the Internet;To train to learn thinking and finding out rules for reaching the goal of the project To write the letters of sales promotion persuasively and efficiently with correct strategies To train to learn how to communicate and cooperate with your companions or co-workersProj
8、ect 2 Searching for Potential Clients and Promoting SalesCase Study（案例学习）Page 7There are two cases or situations involving opening up target markets.One is to search for a prospective client in the target market on the Internet,the other one is to write a letter of sales promotion for the products.P
9、roject 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 8Situation:Linda Lin is a saleswoman in Chengdu Minda Company.She is searching on the web for prospective customers in North America in need of T-shirts.Please give her a hand.Project 2 Searchi
10、ng for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 9In-class PresentationStudents in groups are required to present their PPT in class,showing what you have learned about searching for prospective clients.The following is a reference.You can compare it with yo
11、ur way and find out which is quicker in fulfilling the task.Project 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 10Step 1 Baidu or Google“yellow pages Canada”Project 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Pro
12、spective ClientsPage 11Step 2 Click“Free Canada Business Directory Listings”,then the webpage shows:Project 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 12Step 2 Click“Free Canada Business Directory Listings”,then the webpage shows:Project 2 Sea
13、rching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 13Step 3 Click“textiles”under the entry of“Industry”,then the webpage shows:Project 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 14Step 3 Click“textil
14、es”under the entry of“Industry”,then the webpage shows:Project 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 15Step 3 Click“textiles”under the entry of“Industry”,then the webpage shows:Project 2 Searching for Potential Clients and Promoting Sales
15、Case 2.1 Searching for Prospective ClientsPage 16Step 3 Click“textiles”under the entry of“Industry”,then the webpage shows:Project 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 17Step 4 Click“Athletic Knit”,then the webpage shows:Project 2 Search
16、ing for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 18Step 4 Click“Athletic Knit”,then the webpage shows:Project 2 Searching for Potential Clients and Promoting SalesCase 2.1 Searching for Prospective ClientsPage 19Step 4 Click“Athletic Knit”,then the webpage
17、shows:Now you have found the contact details of a potential client for Linda.Also,there are other ways to search for potential clients on the Internet.You can also try Alibaba or other websites or searching engines to quote directly.Project 2 Searching for Potential Clients and Promoting Salesc&DCon
18、sideration and Discussion（思考与讨论）Project 2 Searching for Potential Clients and Promoting SalesPage 21Consideration and Discussion（思考与讨论）1.How many ways are there for you to search for prospective customers in the target market on the Internet and how to do it?The following ways may be adopted to sear
19、ch for potential customers:Business web sites Professional websites Trade directory Business yellow pages and the Websites of authorities Usually searching engines are used with different key words put in.e.g.We can put in the key words:ladies shoes buyer(or seller)+spain to search for potential cli
20、ents in Spain in the market for ladies shoes.And different words can be used for replacement,such as importer,exporter,supplier,producer,manufacturer,and so on.Project 2 Searching for Potential Clients and Promoting SalesPage 22Consideration and Discussion（思考与讨论）2.How to find out a potential clients
21、 detailed address when you only know the name of the company?We may put the name of the company as well as its country in a searching engine and try to find out the companys website.Then we may discover the postal address and contact ways of the potential client.Project 2 Searching for Potential Cli
22、ents and Promoting SalesCase Study（案例学习）Page 23Project 2 Searching for Potential Clients and Promoting SalesCase 2.2 A Letter of Sales PromotionPage 24Mr.Wang wants to promote in Britain a type of hand-woven carpet manufactured in China.Please draft a letter of promotion for him,considering how to c
23、apture the readers attention at the first time and promote the goods successfully.Project 2 Searching for Potential Clients and Promoting SalesCase 2.2 A Letter of Sales PromotionPage 25In-class PresentationStudents in groups are required to present their PPT in class,showing what you have learned a
24、bout searching for prospective clients.Project 2 Searching for Potential Clients and Promoting SalesCase 2.2 A Letter of Sales PromotionPage 26Project 2 Searching for Potential Clients and Promoting SalesCase 2.2 A Letter of Sales PromotionPage 27Project 2 Searching for Potential Clients and Promoti
25、ng Salesc&DConsideration and Discussion（思考与讨论）Project 2 Searching for Potential Clients and Promoting SalesPage 29Consideration and Discussion（思考与讨论）1.Think about the rules and strategies that a salesperson should follow up when writing a letter of sales promotion and discuss them in class.When a sa
26、lesperson writes a letter to promote sales of the goods,he/she should observe the AIDA Principle for Sales Promotion,which indicates the necessary steps in promotion with four key words.The principle or rule is stated as follows:To capture customers Attention To arouse their Interest To create their
27、 purchase Desire To encourage their purchase ActionUsually the basic components describing the product to be promoted are involved as follows:Quality(material,craftsmanship)、Price、Design、Specification/color variety、Popularity in other marketsProject 2 Searching for Potential Clients and Promoting Sa
28、lesPage 30Consideration and Discussion（思考与讨论）2.Compare your letter with this sample and summarize the components of such a letter.What are the rules for the format and layout of an international business letter and an envelope,and discuss them in class.Most international business letters,regardless
29、of their purposes,are of the following 7 basic parts:Letterhead 信头 Date line 日期 Inside address 信内地址 Salutation 称呼 Body of the letter 正文 Complimentary close 结束敬语 Signature 签署Project 2 Searching for Potential Clients and Promoting SalesPage 31Consideration and Discussion（思考与讨论）2.Compare your letter wi
30、th this sample and summarize the components of such a letter.What are the rules for the format and layout of an international business letter and an envelope,and discuss them in class.When appropriate,any of the 7 optional parts below can be included:Reference number or file number 参考号或档案编号 Attentio
31、n line 阅函人 Subject line 主题 Enclosures 附件 Reference notation 参考代码 Carbon copy notation 抄送 Postscript 附言Project 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Task 2.1nFind out a prospective customer in Canada for ladies handbags produced in China.Page 32Project 2
32、 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Task 2.1nRepeat step 1-3 in Case 2.1,then nStep 4 Click“Albarrier Canada Limited”,and the webpage shows:Page 33Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promoting SalesProje
33、ct Practice Tasks（项目实践工作任务）Task 2.2nFind out a commodity on the Internet and try to write a letter to your customer you have found for promoting the products.Page 34Project 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Task 2.2Page 35Reference Key to Project Pr
34、actice TasksProject 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Task 2.2Page 36Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Task 2.2Page 37Reference Key to Project Practice
35、 TasksProject 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Task 2.3nYou are required to type a letter with the following given parts in proper form and to address an envelope for it for they should be set out in a business letter.Page 38Project 2 Searching for
36、 Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Task 2.31、Sender:China National Light Industrial Products Import&Export Corporation,Shanghai Branch2、Date:March 23,20193、Senders address:1001 Huangpu Road,Shanghai,China4、Sender e-mail:shanghaichinalig5、Sender fax number:86-21-631
37、796026、Senders telephone:86-21-631770677、Senders web:chinalight8、Receivers name:Biddle,Sawyer&Co.,Ltd.9、Salutation:Dear Sir,Page 39Project 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）10、Attention line:Mr.H.A.Donna,Import Department11、Receivers address:125 Fit
38、zory Street,London SW8 25DY,England12、Subject line:100%Cotton Bed Sheets13、Complimentary close:Yours faithfully,14、The body:We thank you for your letter of March 16 enquiring for the captioned goods.The enclosed booklet contains details of all our bed sheets and will enable you to make a suitable se
39、lection.We are looking forward to receiving your specific enquiry with keen interest.Page 40 Task 2.3Project 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Page 41Task 2.3Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promot
40、ing SalesProject Practice Tasks（项目实践工作任务）Page 42Task 2.3Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Page 43Task 2.3Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promoting Sa
41、lesProject Practice Tasks（项目实践工作任务）Task 2.4nAddress the envelope properly with the names and addresses below:nThe sender:Ms.Xu Fang,Star Sewing Machines,No.2,Guangzhou Road,Shanghai,ChinanThe receiver:Mr.J.Armstrong,the sales manager,United Steel Inc.,648 Eastern Avenue,Pittsburgh,Pennsylvania,USAPa
42、ge 44Project 2 Searching for Potential Clients and Promoting SalesProject Practice Tasks（项目实践工作任务）Page 45Task 2.4Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promoting SalesPage 46Situational Practice（情境工作实践）Task 2.5Project 2 Searching for Potential Clients an
43、d Promoting SalesPage 47Task 2.5Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promoting SalesSituational Practice（情境工作实践）Page 48Task 2.5Reference Key to Project Practice TasksProject 2 Searching for Potential Clients and Promoting SalesSituational Practice（情境工作
44、实践）Page 49Pre-work for Next Project（新项目工作任务）Layout and formats of business letters and envelopesLearn about the strategies to write a letter in the hope of establishing business relations with the stranger potential clients.You are required to make PPT and to present it and talk about it in class next time.PW Project 2 Searching for Potential Clients and Promoting SalesThe End
