UNIT TWO
ESTABLISHING BUSINESS RELATIONS
建立贸易关系
Introduction
To establish business relations with prospective dealers is the base of starting and developing of business. It is vitally important for both a new dealer and an old one.
But by what means can a businessman secure all the necessary information about a new market and a new customer? Well, he may do so through the following channels or with the help of:
(1) the advertisements in newspapers
(2) the introduction from his business connections
(3) the introduction from his subsidiaries or branches, agents abroad
(4) the market investigations
(5) attendance at the export commodities fairs
(6) visit abroad by trade delegations and groups
(7) self-introductions or enquiries received from the merchants abroad
(8) the banks
(9) the Commercial Counsellor's Office
(10)the chambers of commerce both at home and abroad
In such cases, the writer usually informs his addressee of the following:
(1) the source of his information
(2) his intention
(3) the business scope of his firm
(4) the reference as to his firm's financial position and integrity
If the writer intends to buy for import, he may also make requests for catalogues, samples, price list, etc.
To close the letter, the writer usually expresses his expectation of cooperation and an early reply.
This kind of letters should be written cordially, sincerely and courteously.
Ⅰ. Letters for Establishing Business Relations
建立贸易关系的常用书信
Specimen Letters
1. Importer Writes to Exporter
进口商给出口商的信
Dear Sirs,
We have obtained your address from the Commercial Counsellor of your Embassy in London and are now writing you for the establishment of business relations.
We are very well connected with all the major dealers here of light industrial products, and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive prices.
As to our standing, we are permitted to mention the Bank of England, London, as a reference.
Please let us have all necessary information regarding your products for export.
Yours faithfully,
Notes
1. commercial adj. 商业的，商务的
commercial counsellor 商务参赞
commercial counsellor's office 商务参赞处
commercial attache 商务专员
commercial articles 商品，（报上）商业新闻
commerce n. 商业
commerce department 商业部门
2. embassy n. 大使馆
the American Embassy in Beijing 美国驻北京大使馆
ambassador n. 大使，使节
3. dealer n. 商人
retail dealer (or: retailer) 零售商
wholesale dealer (or: wholesaler) 批发商
deal n. v. 贸易，成交，经营
make (or: do) a deal with… 与……做交易
deal on credit 信用交易，赊帐买卖
4. connected with… 与……有联系；与……有关系
5. light industrial product 轻工业产品
6. competitive adj. 有竞争力的
competitive price 竞争价格
competitive capacity 竞争能力
competitive power 竞争能力
competitive edge 竞争优势
If your price is competitive, we will place an order with you. 如果你方价格有竞争力的话，我们将向你方发出订单。
Your products has no competitive capacity in our market. 你方产品在我市场上没有竞争力。
compete v. 竞争
～ with (or: against) sb. in sth. 在……方面与某人竞争
We should compete with other enterprises in the quality of the products. 我们必须在产品的质量方面与其它企业竞争。
～ with (or: against) sb. for sth. 为……事情与某人竞争
We must compete against other countries in trade for obtaining larger international market. 为了获取更大的国际市场我们必须与其它国家在贸易方面进行竞争。
competition n. 竞争
To enable us to meet competitive, you must quote the lowest possible price. 为了使我们能适应竞争，你方必须报尽可能低的价格。
competitor n. 竞争者
We trust that the superior quality, attractive design and reasonable price of our products will surely enable us to defeat the competitors. 我们相信我方产品的优良质量、诱人设计、合理价格定能使我方击败竞争对手。
7. standing 资信情况，信誉，固定的，永久的
standing cost 长期成本，固定成本
standing orders 长期定单
standing director 常务董事
有关"资信情况"的表达方法还有：
credit standing 信誉情况
financial standing 财金情况
finances 财源，资金情况（常用复数）
8. We are permitted to mention the Bank of England, London, as a reference. 我们已征得伦敦的英国银行同意，把它们作为我们的咨询银行。
9. regarding prep. 关于，与with regard to, in regard to, as regards 同义，一般可以换用。
Regarding the terms of payment, we require confirmed and irrevocable letter of credit. 关于支付条件，我们要求保兑的、不可撤消的信用证。
2. Self Introduction by Exporter
出口商的自我介绍
Dear Sirs,
We write to introduce ourselves as one of the largest exporters, from China, of a wide range of Machinery and Equipments.
We enclose a copy of our latest catalog covering the details of all the items available at present, and hope some of these items will be of interest to you.
It will be a great pleasure to receive your inquiries for any of the items against which we will send you our lowest quotations.
Should, by chance, your corporation not deal with the import of the goods mentioned above, we would be most grateful if this letter could be forwarded to the correct import corporation.
We are looking forward to your favourable and prompt reply.
Yours faithfully,
Notes
1. a wide range of… 大范围的……，各类的……
2. enclose v. 封入
We enclose a copy of our price list. 随函附上我方价目表一份。
过去分词enclosed可作名词用，前面加定冠词。
We believe you will find the enclosed interesting. 我们相信你们对所附之件会感兴趣。
enclosure n. 附件 (缩写: Encl. Enc.)
3. catalogue n. 目录 (也可写作catalog)
latest catalogue 最新目录
catalogue for the standardized parts 标准化零件目录
catalogue of material 材料目录
4. available adj. 可利用的，可得到的，可供应的 (做定语时前置后置均可，后置较为常用。)
commodities available for export 供出口的商品
not available 缺货
We will ship by the first steamer available (or: the first available steamer) next month. 货物将由下月第一条便船装运。
This is the only stock available (or: the only available stock). 这是唯一可供之货。
We are sending you under cover a catalog covering the goods available at present. 随函附上一份我方目前可供之货的目录单。
5. inquiry n. 询价，询盘 (美国人常用，英国人有时使用enquiry)
6. quotation n. 报价，行情
quotation table (list) 价目表
exchange rate quotation 外汇行情
discount quotation 贴现行情
market quotation 市场行情
quote v.t. 开价
quote a price 报价
quote favourable terms 报优惠价
7. deal with 经营，处理
Our company deals with the import and export of chemical products. 我们公司经营化工产品的进出口业务。
表示"经营（某种或某类商品）"的说法很多，常见的有：handle, deal in, trade in, be in the line等。上面的例句可改写为：
Our company handles (or: deals in, trades in, is in the line of) the import and export of chemical products.
8. forward v.t. 转交，传递
Your letter of November 8 addressed to our Head Office has been forwarded (or: transmitted, referred, passed on, handed over) to us for attention and reply. 你方11月8日致我总公司的函已转给我们办复。
9. care of = c/o 由……转交，信封上常用。如：
Mr. David Smith c/o world Trading Co. 由世界贸易公司转交史密司·大卫先生。
10.favourable adj. 有利的，赞成的，有帮助的
表示赞同某事或表示对某人、某事有利，后接介词to：
We are favourable to your terms and conditions of this transaction. 我们同意你方这个交易的条件。
The market has so changed as to be favourable to the sellers. 市场变为对卖方有利。
如果表示对某种行为有利一般接介词for:
The time is not favourable for the disposal of the goods. 现在不是卖货的有利时机。
favourable reply 合意的回答，类似good news，相当于中文的"佳音"、"好消息"。
favourable price 优惠价格
3. Exporter Writes to Importer
出口商给进口商的信
(1) Dear Sirs,
Your firm has been recommended to us by John Morris & Co., with whom we have done business for many years.
We specialize in the exportation of Chinese Chemicals and Pharmaceuticals, which have enjoyed great popularity in world market. We enclose a copy of our catalogue for your reference and hope that you would contact us if any item is interesting to you.
We hope you will give us an early reply.
Yours faithfully,
Notes
1. specialize in 专门（从事），专门（经营）
We specialize in the import and export of Arts and Crafts. 我们专门经营工艺品的进出口。
2. chemicals n. 常用复数，化工产品、化学制品 (=chemical products)
3. pharmaceutical n. 药品，药剂，成药
4. enjoy great popularity 享有盛誉
类似的表达方法有：
The goods are most popular with our customers.
The goods have commanded a good market.
The goods are selling fast (or enjoy fast sales).
The goods are universally acknowledged.
The goods are unanimously acclaimed by our customers.
"畅销品"有如下表达法：
ready seller; quick seller; quick-selling product.
Judging from our experience in marketing our garden tools in Australia, we are rather confident that they will soon become quick-selling products in your market. 根据我们在澳大利亚销售园林工具的经验，我们相信这些产品将很快在你方市场上成为畅销品。
5. contact v.t. 与……联系；与……接触
For further details, please contact our local office. 详情请向我们当地的分支机构探询。
contact n. 联系；交往
We have been in contact with that firm for nearly two years. 我们与那家公司有近两年的交往。
(2) Dear Sirs,
Through the courtesy of Messrs. Freemen & Co., Ltd., Lagos, Nigeria, we come to know your name and address. Also we are informed that you are a prospective buyer of Chinese Cotton Piece Goods. As this item falls within the scope of our business activities, we shall be pleased to enter into business relations with you.
We enclose a brochure and a pricelist to acquaint you with our commodities now available for export. Quotations and samples will be airmailed to you upon receipt of your specific inquiry.
Your favourable reply will be highly appreciated.
Yours faithfully,
Notes
1. Through the courtesy of…, we come to know your name and address. 承蒙……使我们得知你公司的名称和地址。
类似的表达方式还有：
We owe your name and address to….
We are indebted to … for your name and address.
2. fall within the scope of our business activities 属于我们的经营范围
类似的表达方法有 be within (lie within, come under) the scope of our trade activities; be within (lie within, fall within) our business scope (sphere) 等。
3. brochure n. 小册子（法语），相当于英语pamphlet
4. acquaint v.t. 使认识，使了解
acquaint sb. with (或of; that)
In order to acquaint you with our products, we airmailed you two samples this morning. 为使你方了解我方产品，我们今晨寄去两个样品。
5. appreciate v. 感谢，感激（可接动名词，不可接不定式）；理解，体会
We highly appreciate your kind cooperation. 我们十分感激你方的合作。
We shall appreciate your giving this matter your serious consideration. 请你方对此事认真考虑为感。
We shall appreciate it if you will send us a brochure and sample book by air immediately. 如能立即航寄一份说明书和一份样本，不胜感激。
We hope you will appreciate our position. 希望你们能理解我们的处境。
其它用法还有：
It will be greatly appreciated if you will send us your samples immediately. 如能立即寄来你方样品，我们将不胜感激。
Your prompt reply will be greatly appreciated. 如能尽快回复将不胜感激。
4. Self Introduction by Manufacturer
生产厂家的自我介绍。
Dear Sirs,
We have learned, from the China Daily, that you are a leading importer of household electric appliances, and at present you are in the market for Electric Fans.
We, therefore, take pleasure in informing you that we are an enterprise manufacturing various electric fans and have recently produced a new model of gentle breeze electric fan entitled "Chang Feng" whose quality as well as functions has been proved by a scrupulous test, and the designs and colours have been clearly explained in our illustrated catalog enclosed.
Considering the improvements it offers, we believe you will find our "Chang Feng" a very good seller in your market.
If you have interest in dealing with us in "Chang Feng" or other types of the goods shown in our catalog, please inform us of your requirements together with your banker's name and address.
For our credit standing, please refer to the following bank:
The Bank of China, Xi'an Branch (address)…
Your immediate reply would be highly appreciated.
Yours faithfully,
Notes
1. leading importer 主要进口商
leading market 主要市场
leading stock 主要股份
2. be in the market for 想要购买
One of our customers is in the market for Chinese Black Tea. 我方一位客户想要购买中国红茶。
3. scrupulous test 严格检验
4. illustrated catalog 附有插图的目录
5. refer to sb. for sth. 向某人打听（查询）某事
Please refer to the Bank of China, Xi'an Branch for our credit standing. 请向中国银行西安分行查询我方资信情况。
上述句子也可以写成：
For our credit standing, please refer to the Bank of China, Xi'an Branch. 关于我方的资信情况，请向中国银行西安分行查询。
refer to 提到，谈判，谈及，涉及
We refer to your telex of May 15. 兹谈及你方5月15日电传。
5. Manufacturer Writes to Importer
厂家给进口商的信
Dear Sirs,
We owe your name and address to the Chamber of Commerce, Tokyo, who informed us that you are in the market for Personal Computers.
We are one of the largest computer manufacturers in our country and have handled with various kinds of the products for about 10 years. We approach you today in the hope of establishing business relations with you and expect, by our joint effects, to enlarge our business scope.
In order to acquaint you with our business lines, we enclose a copy of our illustrated catalogue covering the main items suppliable at present. If you are interested in any of the items, please tell us by fax. We'll give you our lowest quotations and try our best to comply with your requirement.
Our customers are always satisfied with our products and the service after sale. And we believe that you will be so too, after we do business together.
Our bankers are the Bank of Tokyo, Japan. They can provide you information about our business and finances.
We are looking forward to your early reply.
Yours faithfully,
Notes
1. the chamber of commerce 商会
In almost every town or city of the western countries, there is a chamber of commerce. It is an organization of businessmen. One of its tasks is to get business information and to find new business opportunities for its members.
2. manufacturer n. 制造商，厂商
manufacture v. n. 制造（品），制造业
manufactured article 人工制品
manufactured goods 制成品
manufactured products 工业产品
of Chinese (home, foreign) manufacture 中国（本国，外国）制造的
Chinese manufactures = Chinese makes 中国制品
silk manufactures 丝制品
the textile manufacture 纺织业
manufactory n. 制造厂，工厂
a hardware manufactory 五金工厂
3. approach v.t. 与……接洽（contact同义，但被动语态用approach较多）
Please approach (contact) them again. 请再与他们联系。
We have been approached by several buyers for the supply of walnuts. 已有好几家买主向我们联系核桃的供应。
4. joint effect 共同努力
5. covering the main items suppliable at present 包括我方目前能够供货的主要项目
6. comply with 依照，符合
We hope you will be able to comply with our request. 希望你方能按我方要求办理。
in compliance with 依从……；按照……
Please make us a firm offer in compliance with our request. 请按我们要求发实盘。
7. service after selling 售后服务
8. our bankers are… 我方银行是……
Ⅱ. Supplement: Some Useful Sentences on Establishing Business Relations
有关建立贸易关系的常用语句
(1) We have heard from China Council for the Promotion of International Trade that you are in the market for Electric Appliances. 从中国国际贸易促进委员会获悉，你们有意购买电器用品。
(2) Your name and address has been given to us by Messrs. J. Smith & Co., Inc. in New York, who have informed us that you are one of the leading importers of Light Industrial Products in your country. 据纽约史密斯公司介绍，得知你公司名称和地址，并得知你们是贵国轻工业产品的主要进口商之一。
(3) On the recommendation of … Co. Ltd, we have learned with pleasure the name of your firm and shall be glad to enter into business relations with you. 承蒙……有限公司的介绍得知贵公司名称，我们非常乐意与贵方建立贸易关系。
(4) We are given to understand that you are potential buyers of Chinese…, which comes within the frame of our business activities. 据了解，你们是中国……（商品）有潜力的买主，而该商品正属我们的业务经营范围。
(5) We have the pleasure to introduce ourselves to you with a view to building up business relations with your firm. 我们有幸自荐，以期与你公司建立业务关系。
(6) Specializing in the export of Chinese Cotton Piece Goods, we express our desire to trade with you in this line. 我们专门经营中国棉织品出口，愿与你们进行交易。
(7) We are interested in the possibility of establishing sources of supply of crude oil from your country. 我们有意向贵国寻求原油供应来源的可能性。
(8) Being closely connected with reliable wholesalers here, we shall be able to do considerable import business with you. 我公司与此地可靠的批发商有密切联系，能与你公司作可观的进口业务。
(9) Please submit full specifications of your … together with terms of payment and discount rate. 请提供你公司……的各种详细规格，并告知付款条件和折扣率。
(10)Please furnish us with your own samples of Rayon Handkerchiefs closest in designs and quality to those we enclose here. 请提供在花样和质量上与随函所附样品最近似的人造丝手帕样品。
(11)In order to give you some idea of various qualities of Handicrafts we carry, we have pleasure in forwarding you by air one catalogue and a few sample books for your perusal. 为使你公司对我们所经营的各种手工艺品质量有所了解，现航寄去目录一份，及样本数册供参阅。
(12)Your letter addressed to … has been forwarded to us for attention, as the export of this article is exclusively handled by us. 你们寄给……的信已转给我们办理，因该项商品的出品由我公司专营。
(13)China Council for the Promotion and International Trade in Beijing has refered your letter of … to our head office in Beijing, who has instructed us to contact you in the hope of establishing business relations. 北京中国国际贸易促进委员会已将你们×月×日来信转给我北京总公司，我总公司嘱我们与你们联系，以期建立业务关系。
(14)Our bankers are the Hong Kong & Shanghai Banking Corporation in Hong Kong, they can provide you with the information about our business and finances. 我们的业务银行是香港汇丰银行，他们可向你方提供有关我方的业务及资金情况。
(15)We should be pleased (or: highly appreciate it) if you would respond to our request at your earliest convenience. 如果你方能尽早回复，我们将不胜感激。
Exercises
1. Fill in the blanks with the right word or words:
(1) We are sending you the samples ____ requested.
a. be
b. are
c. as
d. for
(2) We trust that you will find our goods ____.
a. attracting
b. to be attractive
c. attract your attention
d. attractive
(3) The brochure covers ____ wide range of products we deal in.
a. the
b. a
c. of
d. about
(4) We would ____ very much if you send us some samples immediately.
a. thank you
b. appreciate it
c. appreciate
d. appreciate you
(5) If any of the items is ____ to you, please let us know.
a. interest
b. interesting
c. interested
d. interests
(6) Our products enjoy ____ in world market.
a. most popular
b. great popularity
c. good seller
d. selling fast
(7) We are ____ a copy of our catalog for your reference.
a. send
b. covering
c. closed
d. enclosing
(8) We are anxious to ____ the market for our Antimony Trioxide, which at present enjoys a limited sale in Europe.
a. increase
b. enlarge
c. expand
d. extend
(9) We are sure that both of our companies will ____ from the joint venture.
a. make benefit
b. benefit
c. be benefited
d. mutual benefit
(10)We would like to take this ____ to establish business relations with you.
a. opening
b. opportunity
c. step
d. advantage
2. Choose the appropriate word or words in the parentheses:
(1) As (regard, regards) machine tools, we regret to (say, inform) that we are not able to supply for the time being.
(2) Being (specialized, handled) in the import and export of Art and Crafts, we express our desire to trade (with, to) in this line.
(3) To acquaint you (of, with) our products, we are sending you (by, under) separate airmail a copy of catalog and several sample books for your reference.
(4) (In case, Provided, If) you find our products (interested, interesting) to you, please let us have your specific (order, enquiry).
(5) Please telex us the detailed information of your products (available, provide) at present.
(6) As you may aware that our goods enjoy great (sales, popular, popularity) in many countries.
(7) As to our business and (finances, financing), please refer (with, to) the Bank of Barclay, London.
(8) In (comply, compliance) with your request, we sent you this morning 3 samples of our computer disk.
3. Translate the following sentences into English:
(1) 我公司是该地区电子产品的主要进口商之一。我们借此机会与贵方接洽，希望与贵方建立贸易关系。
(2) 我公司经营机械设备的进出口业务已多年，我们的产品在许多国家享有盛誉。
(3) 承我国驻北京大使馆商务参赞处介绍，得知你公司的名称、地址。
(4) 我们了解到你们是日用化学品制造商。我们有一客户想要购买贵国化妆品，如能立即航寄目前所能供之货的目录及价格表我们将不胜感激。
(5) 有关我们的资信情况，请向中国银行上海分行查询。
4. Write a letter to a foreign company for establishing business relations covering the following contents:
(1) the source of your information
(2) your intention
(3) your business scope
(4) the reference as to your firm's financial standing
(5) your expectation
You may add a Subject line and Attention line for your letter.
