Тема 5. Деловы письма (business letters) (стр. 4 )

What do you usually begin your letter of enquiry with? Why might it be useful to point out that you know the firm's associ­ates? Do you think other references could be helpful? Why is it advisable to point out any particular items you are interested in? Why must you be specific and exact when asking for goods? Why do the Buyers want to see the goods before placing an order? Who is a prospective customer? Can a prospective customer make additional demands as regards prices and conditions stated in advertisements? Explain the meaning of the words: a line, a wholesaler, a retailer. What does a buyer do if he wants to see how his goods will sell before placing a firm order? Why does the supplier have to know the customer well? How will you close a letter of enquiry?

Replying to Letters of Enquiry

Always start with mentioning your prospective customer's name. Thank the writer for his enquiry. Mention the date of his letter and quote any other references that appear. Let the writer know as soon as possible if you have the product or can provide the service he is enquiring about. Encourage or persuade your prospective customer to do business with you. Mention one or two selling points of your product, including perhaps any guarantees you offer. If you do not have what the enquirer has asked for but have an alternative offer it to him.

It is possible, of course, that you may not be able to handle the order. If this is so, tell the customer about it and if possible refer him elsewhere.

Make sure that you enclose current catalogues and price-lists if you are sending them. And if the prices are subject to change1 then let your customer know. If you are sending samples let your customer know that they will follow the letter immediately by separate post. Certain products, e. g. heavy equipment machinery, installations may need demonstrating. In these cases the company might send a representative or adviser if the equipment is to be installed.

A reply to an initial enquiry is the impression your customer will have of you.

So a direct approach telling the customer what the product is, why Ы should buy it, how much it will cost and what concessions you are offering, will create an impression of an efficient company that can handle his order smoothly.

Always thank the customer for writing to you:

If you have not done so at the beginning of the letter you can do so at the end. You should also encourage further enquiries. If for some reason « other you cannot write a letter at once just acknowledge2 receipt of the enquiry and promise to get to the enquirer as soon as you can.

Questions:

How do you open a reply to an enquiry? What does a prospective seller have to confirm in his reply? Why is it advisable to mention one or two selling points of your product? What will a prospective seller do if he doesn't have the product the en­quirer wants? Why does a seller have to send current catalogues and mention that the prices are subject to change? When does a prospective seller send a representative to the enquirer? Why is a reply to an initial enquiry important to a prospective seller? How do you close a reply to an enquiry?

NOTES

1Subject to (после to be или как определение после существительно­го):

подлежащий, могущий подлежать, зависящий от ч-л; подпа­дающий под действие ч-л. действительный, имеющий силу лишь в случае/при условии

to be subject to a discount to be subject to the goods being unsold = to be subject to prior sale to be subject to licence / market fluctuation the figures are subject to error prices are subject to change the offer is subject to your confir­mation to buy subject to a 5% discount to buy subject to inspection to be subject to call the goods will be sent subject to availability

подлежать скидке быть действительным, при усло­вии, что товар не будет продан зависеть от лицензии/ колебания цен на рынке цифры могут содержать в себе ошибку цены могут быть изменены предложение действительно лишь в случае Вашего подтвер­ждения купить при условии предоставле­ния 5% - ной скидки купить в зависимости от резуль­татов осмотра подлежать возврату по первому требованию товар будет отправлен при условии, что он есть на складе

2to acknowledge receipt (of your letter) - подтвердить получение (только факт получения письма);

to confirm sth (telephone conversation, letter) - подтвердить (инфор­мацию, содержащуюся в телефонном разговоре, письме).

VOCABULARY

enquiry (initial/first) for to make an enquiry for subsidiary branch to be interested in doing sth to be interested to know/ hear/ see to recommend sth to sb the Chamber of Commerce (and Industry) to impress sb references (trade/bank) (wide) range / assortment / representative selection to display on the stand at the exhibition/fair catalogue (current, latest) price list (up-to-date) list price advertisement to advertise, to promote sample pattern specimen showroom representative to represent sb to state prices and condition to quote prices/conditions concession to persuade to do sth to deal on a discount basis discount on/off (the price) trade discount quantity discount cash discount wholesaler retailer to place an order for sth with sb to handle an order (smoothly) order (first/initial/trial) firm order substantial order on a consignment basis prompt reply counter-offer to encourage demand prospective customer to do business with sb selling points (of the goods) (to send) by separate post / under separate cover to install equipment to create an impression of an efficient company to look forward to sth / to doing sth

запрос (первоначальный) на что-л. запрашивать о чем-л. дочерняя фирма филиал интересоваться чем-л. (с герундием) интересоваться чем-л. ( с инфини­тивом указанных глаголов ) рекомендовать что-л. кому-л. Торговая палата (Торгово-промыш­ленная палата - ТПП) произвести впечатление на кого-л. рекомендации (торговые/банков­ские) (широкий) ассортимент выставлять на стенде на выставке/ярмарке каталог (текущий, последний) прейскурант (самый последний) прейскурантная цена рекламное объявление рекламировать образец образец материала, кожи, покрытий и т. п. образец документа, подписи демонстрационный зал представитель представлять кого-л. указать цены и условии назначить цены и условия уступка убедить сделать что-л. работать на основе скидок скидка с (цены) торговая скидка скидка за количество скидка за срочную оплату / оплату наличными (в течение 7-10 дней) оптовый торговец розничный торговец разместить заказ на что-л. у кого-л. выполнить /оформить/ заказ (без задержки) заказ (первый/пробный) твердый заказ значительный заказ на условиях консигнации быстрый ответ встречное предложение стимулировать спрос будущий / потенциальный покупа­тель торговать/вести дела с кем-л. преимущества/сильные стороны (товара) (отправить) отдельной почтой установить оборудование создать впечатление преуспеваю­щей (эффективно работающей) компании с нетерпением ждать чего-л.

Ex. 1. Give English equivalents

1: запрос, дочерняя фирма, специализироваться на чём-л., быть за интересованным в чём-л., быть рекомендованным кем-л., ссылка, ассортимент, выставляться на стенде, каталог, прейскурант, рекламное объявление, разместить заказ, предоставить образцы, демонстрационный зал, указать цены и условия, уступки, торговые скидки, дополнительные скидки за количество, розничный торговец, оптовый торговец, твердый заказ, на условиях консигнации, торговые рекомендации, быстрый ответ.

2: поощрять спрос, убедить будущего покупателя вести дела с вами, сильные стороны/преимущества товара, текущий каталог и прейскурант; цены могут быть изменены; послать образцы отдельной почтой, тяжелое оборудование; послать представителя; установить оборудование; первоначальный запрос; создать впечатление преуспевающей (эффективно работающей) фирмы; выполнить заказ.

Ех. 2. Fill in the blanks with one of the following words, use the correct verb-form

1.	to recommend	9.	firm order
2.	selling points	10.	on a consignment basis
3.	a prospective customer	11.	a quantity discount
(2)	12.	up-to-date price lists
4.	the catalogue	13.	concession
5.	to be interested in	14.	substantial
6.	samples	15.	to encourage
7.	a 30% trade discount	16.	trade references
8.	wholesalers	17.	to be impressed by

Our firm's associates informed us that you         __________by the French Trade Association. I would be grateful if you would point out in___________what items you__________. We liked the range of your goods but to make a selection we need ___________. We usually allow________to all_________. Before placing a _______ we would like to know whether the goods will sell well, therefore we would prefer to deal ________. As our company has never done any business with you before we would like to have         __________ from your business associates. We allow our clients        ______________ if they order over 150 units. In the enquiry        ___________ asked for a catalogue and _____________. We __________ the range of your garden tools displayed on your stand. From your letter we understand that you expect a certain         _____ if your place a ______ order. If you want to do business with the buyer you should ______ your _______  ________by offering them discounts. When a supplier replies to an enquiry he should mention the ______ of his product.

Ex. plete the following sentences in English