1、Unit 1 Establishing Business RelationsEnglish Correspondence for International TradeObjectivesGet to know the ways of finding new customers.1To write emails of establishing business relations.2Activities How to find the customers?01How to impress the customers?02How to write an email to establish bu
2、siness relations?03Language practice04Activity 1 How to find the customers?Suppose you work for Dongguan Sun Industrial Co.,Ltd.which mainly manufactures waterproof materials.You are required to find some new customers in the United States.What do you plan to do in order to find the contact informat
3、ion of potential customers?Tell your partner your ideas and agree on a list of possible ways of finding customers.Activity 1 How to find the customers?Tips:ways to find customers:Surfing on the Internet.Attending fairs or exhibitions.Asking old customers or friends to make recommendations.Using yell
4、ow pages of various countries and regions.Asking Chamber of Commerce for help.Activity 1 How to find the customers?When you want to get into association with a new customer,usually the first thing to do is to write an email to introduce your products or service and to express wishes for future coope
5、ration.Different people may approach their new customers in different ways.Read the eight pairs of statements about approaching new customers below and tick()the more appropriate or effective ones.Take turns to tell your group members your choices and reasons.Figure out a list of tips for reaching n
6、ew customers by email based on your choices and reasons.An example tip based on pair 1 has been given.Activity 1 How to find the customers?()a.I always double check my email to make sure everything is perfect before sending it.()b.I am very busy and there is no time for me to check the email before
7、sending it.Always double check your email before sending it in case something is wrong.01Tip 1Activity 1 How to find the customers?()a.I write one perfect letter and email it to fifty potential customers per day.()b.I study the needs of different customers and write differently by focusing on how my
8、 product or service can satisfy their needs or solve their problems.Writing a tailor-made email to potential clients according to their needs and interests is more effective,esp.for important customers.02Tip 2Activity 1 How to find the customers?()a.If I have the phone number of the potential custom
9、ers,Ill call them before sending an email.()b.I dont want to call the potential customers in case they dislike it.Calling your potential clients can leave them a deeper impression and may get some information which can help you know their needs better.03Tip 3 Activity 1 How to find the customers?()a
10、.The first thing I do every morning is to email my potential customers.()b.I email my potential customers in Britain at 1 a.m.and those in Russia at 4 a.m.to make sure my emails are on the top of their inbox when they start working in the morning,so they wont miss reading my email.While sending emai
11、ls,take time zone difference into consideration,and make sure your email will be listed on the top of the potential clients email in-box.04Tip 4 Activity 1 How to find the customers?()a.I choose to use simple English and write clearly and concisely.()b.I choose to use beautiful words and long senten
12、ces to impress the reader with my good English.Remember the KISS principlekeep it short and simple.05Tip 5 Activity 1 How to find the customers?()a.I keep good records of all the potential customers to whom I have contacted and keep them posted about the latest market information or our new products
13、.()b.I am too busy to keep such a record and if they do not reply me,I wont bother them again.Keep good records of all the potential clients whom you have contacted.Form a habit of making record of your work,which increases your work efficiency.06Tip 6 Activity 1 How to find the customers?()a.I intr
14、oduce my company and products in great details in my email.()b.I focus on the strength and the selling points of the products.Focus on your unique selling points(USP)to impress your clients.07Tip 7 Activity 1 How to find the customers?()a.I wont bother to contact those customers who do not reply my
15、emails.()b.I send the update products to or share the market information with my potential customers even if they havent replied my emails.Keep on sending the update of your products and market information to the potential clients even if they do not reply.They will remember you when they need to co
16、ntact you.08Tip 8 Activity 2 How to impress the customers?All buyers hope their suppliers can provide products with good quality,competitive price and good after-sale service,etc.However,different buyers may value different aspects.Knowing the strength and the selling points of your products or serv
17、ice can set you and your business apart from your competitors.Activity 2 How to impress the customers?Your selling points may be expressed as a summary of what you do and how you do it better than or differently from others,such as:the best price top brand good service high reputation convenience to
18、 use.The selling points should focus on how to benefit the customers,so learning about your customers needs is the first step to locate your selling points.Activity 2 How to impress the customers?I.Read the following four types of buyers and the need list in the form below.Match the types of buyers
19、to the sourcing needs.Types of buyers:a.Big retailers such as Walmartb.Televised home shopping companies such as QVC （美国公司，全球最大的电 视与网络百货零售商）c.Online retailers such as the retailers on EBay,Best Buy,and Sears etc.d.Wholesalers such as AmerisourceBergen（美源伯根公司，美国最大的药品批发商）Activity 2 How to impress the
20、customers?Types of buyersSourcing needs1.They hope that:the products functions are suitable for exhibition.suppliers can shoot videos to promote the products.products have good quality with competitive prices.2.They hope suppliers can provide:package suitable for postal delivery.products with compet
21、itive prices.b.Televised home shopping companies such as QVCC.Online retailers such as the retailers on EBay,Best Buy,and Sears etc.Activity 2 How to impress the customers?Types of buyersSourcing needs3.They hope suppliers can:provide a wide range of products.offer first-class after-sale service.pas
22、s the factory inspection.take the social responsibilities.share the market information.offer products with good quality and competitive prices.a.Big retailers such as WalmartActivity 2 How to impress the customers?Types of buyersSourcing needs4.They hope suppliers can:offer the exclusive representat
23、ive agent.ensure in-time delivery.offer products with good quality and competitive prices.d.Wholesalers such as AmerisourceBergenActivity 2 How to impress the customers?II.Read the above buying needs again,find the key words to describe their needs and fill in the table below.The sales team of a com
24、pany has come up with a list of fifteen strengths and selling points about its company and products.Read the list and choose the selling points that might be attractive to each type of buyers based on their needs.Some might be used more than once.Activity 2 How to impress the customers?buyersSourcin
25、g needsMatching selling pointsa.Big retailersprovide a wide range of products.offer first-class after-sale service.pass the factory inspection.take the social responsibilities.share the market information.offer products with good quality and competitive prices.1,2,4,5,7,8,9,11,12,14,15Activity 2 How
26、 to impress the customers?buyersSourcing needsMatching selling pointsb.Televised home shopping companies suitable for exhibition.suppliers can shoot videos to promote the products.products have good quality with competitive prices.6,9,13,14,15Activity 2 How to impress the customers?buyersSourcing ne
27、edsMatching selling pointsC.Online retailers package suitable for postal delivery.products with competitive prices.9,12,14,15Activity 2 How to impress the customers?buyersSourcing needsMatching selling pointsd.Wholesalers offer the exclusive representative agent.ensure in-time delivery.offer product
28、s with good quality and competitive prices.3,9,10,12,14,15Activity 2 How to impress the customers?III.Read the two samples of company profiles on page 6-7 of your coursebook and choose a more impressive one.Share with your partner your choice and reasons.Sample 2 is more impressive,because it expres
29、ses clearly what makes the company different from other competitors.Activity 2 How to impress the customers?Shenzhen Perfect Jewelry Co.,Ltd.Established in 2003 and registered in 2005,Shenzhen Perfect Jewelry Co.,Ltd.is located in Shenzhen,the fashion window of China.We are a private company special
30、izing in producing and exporting jewelry products.Our major products include necklace,ring,bracelets,earrings etc.We have 1000m2 plant and 150 professional employees.After purchasing our products,you will be impressed by our:Eco-friendly design:Our core design idea is that pure and natural is most b
31、eautiful,so all our products are handcrafted from eco-friendly materials World-wide popularity:Our products are well received by customers from Europe,USA,South America,South Africa,Middle East,and Southeast Asia.In last year our annual output value reached USD 10 million.Best service:We can offer f
32、ree samples for some products and fast delivery.Competitive price:Since we sell directly from the factory,we can offer our customers the most competitive price.Activity 3 How to write an email to establish business relations?Read the labels and the email of establishing business relations below.Find
33、 the corresponding parts in the email according to the labels.Write the numbers of the labels in the suitable part of the email.Activity 3 How to write an email to establish business relations?a.b.c.d.e.2341f.g.h.i.78659Activity 3 How to write an email to establish business relations?Guided writing:
34、Take the role of the sales representative of either Shenzhen Perfect Jewelry Co.,Ltd.or Yiwu Fashion Jewelry Co.,Ltd.in activity 2.Read the buyers information below from .Answer the questions below and write down your reasons.Activity 3 How to write an email to establish business relations?United Ar
35、ab Emirates阿拉伯联合酋长国阿拉伯联合酋长国Activity 3 How to write an email to establish business relations?1)Which subject is more eye-catching and why?A.Fashion jewelry.B.Establishing business relations.C.Top-grade bracelets from China for Uyo World General Trade.D.We supply top-grade bracelets.Activity 3 How to
36、write an email to establish business relations?2)Which salutation will you choose to use and why?A.Dear Sir or Madam,B.Dear purchase manager/import manager,C.Dear sir,D.Hi,Miss Mellom,Activity 3 How to write an email to establish business relations?3)Which opening paragraph do you like better and wh
37、y?A.We have learned your name and address from the Internet.We know that you are an importer of jewelry in UAE and we would like to establish business relations with you.B.We have learned that you are in need of bracelets from and we have a wide range of bracelets that may be of your interest.Keys t
38、o Language practice I.matching the expressions1.2.3.4.5.hnfkg6.7.8.9.10.iambc11.12.13.14.15.djeloKeys to Language practiceII.sentence translation1.Our company was established in 2000.2.Our company has more than 20 years experience in the field.3.Our company has passed the certification of CE.4.We ac
39、cept/welcome OEM and ODM orders.5.Our company mainly deals in producing and exporting home appliances.6.Our company is one of the leading exporters of wearable devices in Guangdong.7.Our products are well received in Europe,North America,Southeast Asia and South Africa.Keys to Language practiceII.se
40、ntence translation8.We offer first class after-sales service for our customers.9.We offer free samples and fast delivery.10.We sell directly from the factory,so our prices are very favorable.11.We would like to establish business relations with your company.12.Enclosed please find our latest catalog
41、ue.13.If you have any interest in our products,please contact us anytime.14.We will quote you the lowest price upon receipt of your specific inquiry.Keys to Language practiceIII.question answering 1.A 2.She emailed Mr.Adam.She might have learnt that the potential customer have some problems with the
42、 rising purchasing costs and late delivery.She also learnt that New York might be the market for the customer.3.She wants to impress Mr.Jake Davis of what benefits she can give before giving a self-introduction.Keys to Language practice:question answering 4.Lily focuses on the following strengths of
43、 the company:Long history:We have specialized in clothing industry since 1996.High standard and good quality:supplier of Walmart since 2001;with ISO 9001,TS16949 and CE certificate.Popularity of the products:“Our products are welcomed in New York market.Many local dealers,such as LA CLOTHING,ABC KID
44、 WARE,PROMISE GARMENT etc.”Keys to Language practice:question answering 5.Lily wants to emphasize the key message she wants to convey to Mr.Jake Davis.6.To make the readers reply easier,thus increasing the possibility of getting a reply.Keys to Language practice:question answering 7.Crystal tries to
45、 impress her customer by showing her willingness to offer any help she can do in China and being friends with the customer.Robert tries to impress his customer by mentioning and complimenting customers current suppliers,i.e.Roberts competitors,and implying that he can do as well as or even better than them.8.She learnt that Sun and Greg are the suppliers of the Darrens company and US market might be the major market of his market.
