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Unit 1 Establishing Business Relations 建立贸易关系
内容简介 获取客户信息的渠道有很多种,但主要的渠道包括以下几种,比如国内外的展会,B2B 网站,搜索引擎,朋友介绍等。无论这些信息是如何获取的,目的都是与客户取得联系并成 功地向他们销售自己的产品。要与客户建立贸易关系,成功的销售产品,这要求我们要十分 重视第一次与客户的联系。通过邮件联系,向客户展示自己公司的实力和优势,促成合作。 1. Self introduction Dear Sirs, This is Water from SHV Company. I’ve been working in DVD field for more than five years. Hope that I can serve you with my professional experience from now on. Please feel free to study our offer as below. First of all, I would like to introduce you some information about our factory. SHV Company is a professional manufacturer in producing Portable DVD Player, covering 7’, 8.5’, 9’, 10.2’. And SHV got the supports as below. Staff Number: over 300 Production lines: four lines Monthly capacity: 60,000pcs Quality control: FCC, CE, EMC, CCC, RoHS Factory management: ISO 9001 International Quality Management System and ISO14000 International Environment Management System Markets: xxx from Spain, xxx, xxx from Italy, xxx from Germany, xxx from Ukraine, xxx from Bulgaria, xxx from Russia, xxx from Israel, xxx from Iran, xxx, xxx from India, xxx from Middle East, xxx from Paraguay, xxx from Panama, etc. Now I would like to offer you the fast sale item with best price for your reference first. Model: Item A701, 7’ swivel screen with TV tuner, USB&Card Render Offer: FOB Shenzhen US$50 MOQ: 1000pcs

Samples and more information are available for your study anytime. We appreciate your kind reply soon. We are looking forward to our cooperation in near future. Best regards, Water Notes 1. 第一次主动联系客户,介绍自己在行业内的经验和成绩。让客户产生信心。 2. 介绍公司的产品和实力,以增加客户信心。 3. 根据客户所在国家目前销售产品的情况,向客户推荐适当的产品。 4. 报价时要包含产品的重要信息。比如产品的主要功能,报价条款,价格,订单起订 量等。 5. 最后,提出合作的愿望。 2. Contact customer after the fair Sample 1 Dear Sirs, Thank you for your kind visit at our booth 3.2F18 during Canton Fairs. This is Water from SHV Company. I hope you could feel free to study our offer about Portable DVD Player. SHV Company is a professional manufacturer in producing Portable DVD Player. The products are spreading the countries and regions including Asia, Europe and America, products covering 7’, 8.5’, 9’, 10.2’. We’ve been investing US$38 million to set up a high-tech industry zone named SHV Technology Co., Ltd in Zhejiang Province, which covers 82000 square meters and 200000 square meters of building. With our strong R&D and workmanship. Believe we can become your good partner and friend. According to the memo during Canton Fair, we would like to list the following offers for your record. Model: Item A903, 9’swivel screen with TV tuner, USB&Card Reader Offer: FOB Shenzhen US$50 MOQ: 1000pcs Samples and more information are available as requested. We appreciate your kind ideas about our cooperation.. We are looking forward to our initial cooperation soon. Best regards, Water Notes 1. 参加展会是很多公司选择推广产品的一种很重要的方式。在展会之前,通常都要向所有 的老客户和潜在的客户发邀请函。这也是向客户展示实力的一次机会。通常邀请函都会 做成图片的形式,方便发送给用户参考。内容包括:参展公司名称,参展日期,展位号, 主展产品等重要信息。 2. 展会之后,联系客户时提及展位号,客户更容易忆起自己。 3. 开门见山地说明自己销售的产品,容易抓住日理万机的客户的注意力。

4. 简短的公司和产品介绍可以让客户在短时间内熟知自己的实力和优势,以拉近合作的距 离。 5. 根据展会上的笔记,总结并正式向客户报价。 6. 最后,提出合作的期望。 Sample 2 Dear Claus, It was nice to meet you in Hong Kong, and hope you had a good trip. Thanks for your kind visit to our showroom. It’s a little pity that your schedule is so tight. If possible, we’d like to invite you to our office next time and show you around our three factories. The follows are our meeting memo for your reference. ·For 5.1CH standard DVD player, US$21 ·DivX version, add US$1 per set ·Nero function, add US$0.5 per set For DVD-T and new project MD-2720, it is still under consummating. When it is completed, we’ll inform you immediately. Also we’ll arrange DVD-591/DivX-592 sample for your test. Even though we met a lot of problems by first cooperation, now it’s OK and the second container will be dispatched next week. I think we can run more smoothly by the following days. Both sides know each other better. And also we learn a lot from your professional, cautious and serious working style. I do hope you could share some of your proposals of our next step cooperation. Your ideas for our whole year plan will be helpful. Please try to offer me some minds, we’d hope we could expand our business, work more strategically, and support you by our best service. Best regards, Aaron Notes 1. 客户通常都会参加展会,一方面是考察现有的供应商,面谈为了订单的计划,落实新订 单的价格或者跟进进行中的订单情况; 另一方面获取更多的产品信息, 包括市场新价格, 同类产品新的供应商等。 2. 展会后,对与客户面谈的内容进行总结,主动给客户发会议记录。 3. 再次提及洽谈的内容,更为详细地说明这些内容的具体情况。特别死关于样品或者订单 进行的时间等方面的确定。 4. 进一步充实内容。包括对彼此之间合作的评价以及对未来的展望,还有对客户的操作方 式的了解等。对问题点到即可,重点是展望合作和服务质量的改进。 5. 提出自己的希望,同时也提醒客户,随着合作的深入,将来可以为客户提供更优质的服 务,以增强客户的信心,这样可以加深合作。 3. Enquiry from customer Sample 1 Dear Julia,

I hope you are doing well. My name is Marcelo. I represent R&S Corp., from Buenos Aires, Argentina. We met each other at the Las Vegas’CES, last January. At that time we talked about your products. Actually we are WalMart’s Argentina traders, relating to DVD, DivX, DVD Recorder, Portable DVD and LCD TV. I remembered that during our meeting you informed me about some prices that were suitable for us. So, as this moment, I’d like to know your quotation of prices-FOB China-of the following articles, for WalMart’s Argentina. DVD 5.1 full size DVD 5.1 1/2 size with display DivX 5.1 full size DivX 5.1 full size with USB This request is for WalMart’s order, which will be around 20000pcs of each article. Please, I’ll appreciate you will send me your products pictures and price. If those are different from the catalogue you gave me at the CES, or just let me know which catalogue’s articles you are quoting. Please answer me as soon as possible. Thanks a lot. Hope to hear from you soon. Best regards, Marcelo Reply to the above Dear Marcelo, Thank you very much for your kind enquiry to us. Your detailed company and market information impressed us deeply. Glad to see that there is a chance for both R&S and Mizida in entering into some projects cooperation in near future. Further to the enquiry, we would like to make you the offer as below. Photos are as attached. DVD 5.1 full size, DVD-592, US$21, if with DivX, US$21.5 DVD 5.1 1/2 size with display, DVD-558B, US$20 DVD 5.1 full size with USB, DVD-602/561, US$23 The whole offer is upon FOB Shenzhen price. And base on your potential quantity 20000pcs per item. Wish they could meet your request. We are ready to provide more information and samples as requested. We appreciate your comments and looking forward to working together with you soon. Best regards, Julia Notes 1. 展会之后或者是从互联网推广联系得到的客户,在一段时间内没有订单,一方面说明由 于市场销售和客户的推广计划等原因,在当时确实没有订单需求;另一方面说明客户当 时已经有较为稳定的合作伙伴。但往往客户也会将同等的供应商列为参考对象,当有合 适的产品或者新项目的时候,客户将会主动联系。所以需要不间断地跟进,比如价格更 新,产品更新或者是信息交流。 2. 分析客户的邮件。邮件中客户陈述说明相识于何处,客户的公司和产品介绍以及销售的 场所,还有关于产品的规格等较为详细的要求。这类有实质性内容的邮件,说明合作计 划往往较大。

3. 回复邮件要根据客户的市场特征,订单数量,价格要求等,推荐最合适的产品,报最有 竞争力的价格。客户也喜欢和实力相当的公司合作,但需要产品质量过关以及有竞争力 的价格。 4. 报价的内容要清晰。比如价格条款,起订量和相关的单价,产品的主要规格或者功能说 明等。这些内容一定要清晰,不能模糊,以免引起误解。并附上精美的图片,让客户可 以更直观地选择。 5. 期望合作,表现诚意和热心。 Sample 2 Dear Sirs, Thank you very much for your kind enquiry to us. This is Alice. From now on, I will help to follow up your orders and hope my 5 years experience and hard work can serve you better. Regarding your enquiry, please find our reply as below. 1) Our products are fast sales in EU countries and America. Especially we already had steady partners in those places. And the cooperation has been lasting more than 5 years. 2) Regarding American market, our customers prefer healthy sleeping, so they would like to buy the mattress to protect their backbones. For example, memory mattress, independent spring mattress, surely the reel mattress you mentioned is also fast sale. Please refer to the attachments, I would like to introduce some suitable items for your market 3) Currently our company is applying for the American prevailing rules CFR1633 which is standard fire protection and becoming effective in July 1st, 2007. As we know that in Los Angeles they would apply for the standard fire protection rule TB603. But now they upgrade to CFR1633. We think you might require for it, too. Please refer to the CERTIFICATION as attached. 4) Payment term: A) 30% deposit T/T in advance, 70% balance T/T before shipment. B) 50% deposit T/T in advance, 50% balance by irrevocable L/C at sight. 5) Leading time: 15days upon deposit received 6) MOQ: 1*20GP, FOB Shenzhen If you have any enquiry and need our help, please don’t hesitate to contact me. Best regards, Water Notes 1. 行业内的客户一般会比较关心产品的质量,工厂产品的市场销售情况,质量认证书灯重 要方面。所以这些条件都直接影响客户对工厂产品的认识。因为不同的市场,质量要求 是有区别的。欧美国家比中东等国家地区的要求会严格一些。 2. 文中第一段体现个性化的服务。 3. 第二段回复客户的问题,着重突出优势和实力。 ·有稳定的客源,和客户有超过 5 年的合作,充分体现公司实力和产品质量的保证。 ·分析最终消费者的实际要求和特点,体现个人的知识丰富,够专业水准。

·分析客户市场对质量的要求,展现公司的实力与时俱进。 ·内容环环相扣,回复围绕客户问题的同时,也向客户说明了公司其他方面的操作程序,方 便客户更深入的了解。 Samples 3 Dear Sirs, I am the purchase manager of Sound Master Company in South Africa. We are planning to import mattress. The quantity may be around 200 sets at the first time. And our boss Mike and I will visit China next month. We would like to talk to you in your factory. In order to get the visa from Chinese Embassy, can you send an invitation letter to us? We are looking forward to hearing from you soon. Best regards, Anson Reply to the above Dear Anson, Thank you very much for your kind enquiry to us. My name is John. From now on, I will follow up your orders and offer best sales service with my professional experience. Because we don’t have your ideas about target item, I would like to offer you some fast sale items in South Africa for your easy reference first. The details are as attached. We are also inviting you to visit our website at www.shvfurniture.com to know more details about us. Regarding the invitation letter, we would like to share some information with you. Normally we have to submit application form and relative necessary information to our government for approval first. As we didn’t start cooperation before, the application period may be longer. In order not to affect your schedule, I would like to advise that if you have other business partners here, you’d better ask them to help you. So you may get the visa within one week. Please take our suggestion as reference. Surely we are pleased to apply for you if you need our help. But please send us the details about the people who will come. To catch the visit schedule and run the business soon, shall we exchange some important ideas first? We may conclude some agreements before you visit in China. We welcome your coming and visiting. And looking forward to our cooperation soon. Best regards, John Notes 1. 有些国家的客户如果要到中国来访,申请签证时,需要工厂提供邀请函。邀请函的申请 需要相关政府部门提供详细的资料, 比如到访人的个人资料, 双方之间生意往来的资料, 包括发票,报关单以及工厂的营业执照等重要文件。申请的程序比较复杂,申请的世界 也比较漫长,需要一个月左右。 2. 类似的询盘, 回复药抓住重点词语, “import mattress, visit China, invitation letter” 突 比如 出分析客户的需求,以加快合作为目的,有针对性地回复和建议。 Sample 4 Dear Water, We are currently looking to expand our product line including memory foam mattresses and pillows. I will come to china next month. In the meantime, I would like to collect as much

information as possible on prices and specifications. Please advise us at your earliest convenience. Best regards, Michael Reply to the above Dear Michael, We are glad to know that you will expand your business line on memory foam mattress & memory foam pillow. Believe we can serve you better and better in near future. First, please refer to the attachments for your reference. It is great that you will come to China for business. Please kindly arrange your schedule to visit our factory. We hope we can have a close talk face to face. Then we could show you our production lines and sample room. We are confident that if will make our cooperation smoothly. When your visit schedule is available, please kindly let me know. Best regards, Water Notes 1. 客户计划扩展业务,对公司的产品表示感兴趣或者看好公司产品的前景,表示要来访中 国,并要参观工厂。 2. 针对这样的询盘, 主要是分析客户的目的和要求, 抓住重点词和主要意思。 “expand, 比如 Collate price and specification” 。根据获取的信息,有步骤,有的放矢地回复邮件。 3. 在邮件中,对客户表示出诚意,细致,同时要展示公司主要的实力,以增加客户对公司 的了解,增强合作信心。 4. Take the information from other colleagues Sample 1 Dear Maitance, Good day. Nice to contact with you. This is Echo from CABC (Hong Kong) International Industrial Limited. And it is my great honor to serve you in the future. Our boss Mr. Jason, just came back from the MIDO SHOW, and I learned that you are interested in our swimming products. Here attached our updated price list for your reference. Also, please take your time to visit our website at www.cabe.com for pictures and more details. Mr. Jason had quoted you two models in MIDO, and here we list a gain as below for your easy reference. Swimming cap: CAP800 USD2.0 (according to your quantity of 200pcs) Earplug with strap: EP-200 USD 0.8 (including package) Please contact us freely if you have any question. We are looking forward to building business relationship with you in the near future. Best regards, Echo Notes 1. 参加展会时一个公司推广产品的重要渠道。但是公司的投入会根据实际情况而定。一个 公司的业务员一般都有两个或者两个以上,由于国外展会的费用较高,对于规模不是很 大的公司,业务员参加展会的名额也是有限的。在展会之后,公司会把展会上取得的名 片进行分发,每个业务员可以运用自己的方式去联系客户。

2. 文中,首先说明信息来源,并向客户表示友好。 3. 在展会上,客户或多或少都对公司进行了一番了解。由于自己没有直接和客户交流,所 以要有适当的过渡,侧重说明自己将会提供个性化的服务,让客户满意。 4. 提出合作期望。 Sample 2 Dear Marcus, How are you doing? This is Water from ABC Company, Ms. Grace’s colleague. She already left the company some time ago. It’s been a long time no contact with you and your company. We are glad to contact you again about external battery pack for Mobile Phone and Notebook. I would like to update you some latest model and new offers for your reference. We hope we can enlarge our business scale. Please find the details as attached. Looking forward to hearing from you soon. Best regards, Water Sample 3 Dear Andy, This is Tina, sales representative of ABC Electronic Company. Thanks for Eden’s assignment, I’m pleased to have the opportunity to contact you and take charge of our cases directly. Hope we can set long-term business relationship and expand business it the future. Now I’m taking up your first order-2002 (DVD recorder), all the specifications and other details will be followed by me. Therefore if you have any problem, please feel free to contact me. Further to your new order, please refer to the attachments for our quotations, we are waiting for your confirmation. Surely we will get a good delivery date for you. Thank you for your good cooperation and your early reply will be appreciated. Best regards, Tina Notes 1. 对已联系或者已合作的客户,函电撰写主要体现服务,不让客户感觉到突兀。 2. 对暂时无合作,曾经联系密切,有邮件阅读回执的客户要保持联系,在某个特定的而时 间提醒客户产品的报价,以及产品的市场销售情况等。假如知道对方公司和自己公司生 产的产品相符,要多参考客户公司的网页,根据网页上的信息,不断向客户展开猛烈的 “攻击” 。另外,适当的电话联系也是必须的,或者以传真的方式,或者直接给客户发 邮件。尝试不同的方式反复联系,提高成功的可能性。 5. Contact customer by B2B web information Dear Sirs, I got your business information online. We would like to cooperate with you on CARDS, and become your good partner in near future. With more than 12 years experience in manufacturing all kinds of PVC cards, paper cards, metal cards and smart cards in China, we’ve grown up into a main supplier in Italy, Germany, Sweden, France, Denmark and New Zealand etc. The daily output can reach millions of cards. Including PVC blank and printed cards, paper cards, scratch cards, magnetic cards, IC cards, game cards, gift cards, member cards, pokers, playing cards, metallic cards, phone cards, irregular-shaped cards, ATM cards, IC cards, ID cards, RFID tags etc. We welcome your ODM projects. All sizes and thickness can be done here.

We welcome your enquiries. Please visit our official website at http://www.ucard.biz. It will be appreciated that if someone from your company could contact me freely. My email is: water@ucard.biz. Please let us become partners and start the initial cooperation soon. Looking forward to hearing from you. Beat regards, Water Notes 1. 利用搜索引擎获取客户信息。首先,说明信息来源和目的。要直截了当,为客户节省时 间,使客户一看便知道自己是做什么产品的,如果客户感兴趣便会继续看,或者作为考 虑的合作对象,而不是视为垃圾邮件。 2. 公司产品种类和市场情况的简短介绍。表示可以满足客户的需求。 3. 第一次联系的人也许不是直接的对口人。提出如果有人联系自己,也是一种很好的联系 方式。 4. 最后,提出合作的愿望。 §点石成金 一、 第一次联系客户, 无论是通过何种方式获取客户的信息, 撰写信函的时候都有一些 必须要引起注意的事项。 1. 询盘内容各异。比如,有些客户只是很简单地询问,请把你们的产品价格单发给我。针 对类似的询价,对信息需要筛选,不能只是应付式地回复产品的价格是什么。要主动建 立沟通的桥梁,可立即回复一封询问式的信函,表示已经收到对方的来信,但有些地方 不是很明白。比如你想了解他需求的产品的款式,数量,具体的要求。有来有往,形成 互动沟通之后,后面的业务操作就简便得多,也更易成功。 2. 了解客户, 可以通过客人公司的网站了解, 或者使用搜索引擎搜索。 了解客户来自哪里, 公司性质,经营的市场,主要销售的产品种类等。了解这些资讯可以更有针对性地为客 户服务,起到事半功倍的效果。 3. 信函回复。关键一点是报价,作为业务工作者不是报价员,所以不能只是简短地报价。 在沟通中,客人也需要对供应商有一定的了解。在回复询价时,有必要对客户关注的问 题做一个简明扼要的介绍。比如企业的基本情况,供货能力,产品质量控制,产品服务, 企业研发和创新能力等。 二、 个人素质能力。 1. 熟知行业内的产品信息,对市场走向保持敏感性。了解竞争对手的情况。 2. 保持一颗斗志昂扬的心。心态决定成败,坚持可以让一个人底气十足。随着一个人阅历 的增加,更多的是心态的较量。 3. 工作中保持紧张感。有压力,必然有动力。 4. 建立并扩大自己的影响力。产品销售贯穿于每一个环节,包括内部与同事和外部与客户 之间的沟通,建立良好的沟通时做好工作的关键。 5. 读书充电,与时俱进。持续学习新思想与快捷有效的工作反方法。

Unit 2 Sample Charges 样品费用
内容简介 样品在订单确认的过程中是至关重要的。做业务时,通常都会遇到关于样品收费的难

题。 比如, 有些客户根据他们公司的规定, 只愿意支付运费, 有的甚至连运费也不愿意支付。 对于业务员来说,如果免费给客户提供样品,需要在公司内部申请并说明客户情况,还需要 领导核实审批,程序比较复杂,也有可能会被拒绝。如果需要向客户收取费用,有些客户比 较爽快的愿意支付费用。但是有些客户却不愿意支持样品费,所以需要深入沟通。对于工厂 来说,如果给每个客户免费提供样机,这笔开支也是惊人的,有点不切实际;另一方面也不 符合长期的战略性的发展规则。但是是否收取样品费这个问题,我们要区别和灵活对待。第 一,如果产品有一定的货值,要确定样品都是需要收费的,在开始联系客户的时候就明确表 明, 努力争取让客户支付样品费用。 第二, 根据对客户的评级以及其诚意和产品的销售情况, 可以考虑赠送一些免费样品。因为样品是打开大客户大门的第一步。第三,如果样品的货价 比较便宜,客户要求的数量较少,可以提供免费样品。 值得注意的是,如果客户愿意支付样品费用,则体现出客户重视彼此间的合作,是非 常有诚意的表现。这些客户的成交率往往也很高,要重点跟进。日常邮件是交流和交换信息 的主要方式,如果需要和允许,可用电话和其他即时沟通工具交替进行。对于那些药了解样 品之后再开始合作的客户, 英适当给予产品的测试和市场考察时间。 然后, 针对客户的反馈, 跟进订单落实的世界。如果客户提出改进建议等其他要求,要结合公司的实际情况,着重分 析客户的要求,整理出切实可行的方案,做到胸有成竹,有的放矢! 对收取样品费用这个难题应当如何与客户沟通?如何引导客户,让客户开心地埋单? 如何让客户感觉到你的诚意和付出?如何让客户觉得和你合作是很愉快的?本节将一一分 析。 Sample 1 Customer ask for samples to send by fedex Dear Water, Thanks for your email. I’ve been checking with Wal-mart and I need you send me urgently by FEDEX the following items samples. DVD592 W/DivX DVD558B (They didn’t like the tooling, could you please offer me another?) DIVX602 (They are interested in this one but without the card reader because tell me the price without the card reader?) As soon as all of these is OK, I will send you our FEDEX account’s details so that you could send those and please also tell me when those will be ready to send. It’s very important to know the percentage of RMA you will be sending, for because, for most of the items, Chinese products come with failures and Wal-Mart need to know in advance the said percentage. Best regards, Marcelo Reply to the above Dear Marcelo, It is pleased to get your feedback. Thanks for your appreciations of our items. Further to the samples, all of them are OK to send, but as a rule, we have to charge you first. That is a usual way to every customer. I think we could get your support and understanding, too. When the samples are ready, it is sure we could send you by your FEDEX account. Please kindly confirm me the samples charges. And I will send you P/I for payment remit immediately. DVD558B is not your type, I would recommend you the offer one, enclosed the item DVD557B.

Regarding DIVX602, the model is always coming with USB and together with Card reader. We can not cut the Card Reader function only. Now we got many nice feedbacks about this item, would you try to promote and take that as additional function? It may be OK, too. Regarding RMA, now the rate is 1.5%. Now the DVD player is very mature in our company. Look forward to your further comments soon. Best regards, Water Notes 1. 一般情况下,客户如果认同供应商的公司和产品,在要求样品时,会直接提出利 用他们公司的到付快递账号寄送样品。 2. 如果需要支付样品费用,必须明确提出,在语言运用方面要体现诚心诚意,让对 方愉悦地接受。无论对方是否一定支付,都先要假定对方会支付费用。 3. 对对方提出的问题,回答之余也要有适当的引导。因为每个市场对产品功能的要 求不同。但是由于产品本身的原因,有些功能是无法达到或者去除的,所以无法 百分之百达到客户的要求。这个时候引导和说明尤为重要。 Sample 2 Customer refuse to pay sample charges Dear Water, This is the one of 7’ with analogue TV, right? Final price is $84 with battery included, right? I need another sample in Spain. BR, Javier Ayllon Reply to the above Dear Javier, Yes, you are right. The model mentioned by Fiona is with Analogue TV Tuner. The price is with battery also, 1800mAh Li-polymer battery. Also it is OK to offer you the sample for test. But as a rule, we have to charge you the sample fee. Hope it is OK to your side. Sample charge US$90/pc. Please confirm it, and I will issue the invoice for your reference later. Therefore I can send the sample to your Shenzhen office directly. We are quite near each other. If is easy for me to bring the samples there. Looking forward to hearing from you. Best regards, Water Notes 1. 首先要肯定地回复客户的问题,并说明细节,点到即可。主要是传递重要的产品信息, 让客户抓住重点。 2. 明确自己的立场和做法,但是不让客户觉得只是针对他一个人,而是对所有的人都是这 样的,没有特例。 “As a rule” ,这样的问题俗称五星级词组。因为考虑到有些客户不愿 意支付费用,还可以适当加一些带希望的表达,如“hope we can get kind support from you” 。因为是对方在和你沟通,这里强调“你,你们”比较贴切。而这里为什么写“It is OK to your side”而不写“to you”?因为把对方看作一个整体,比较正式。 3. 有机会表达自己可以通过相关服务的时候,就要适时说出。让客户知道你能为他做事,

能帮他解决问题。这样离成功会近一步。 Dear Water, I am sorry but I can not pay samples as my company policy. Anyhow I will tell you that I will pay transportation fee by TNT. Our courier number is 123456. Please send it to this address: Xxx System S.L. Poligono Industrial de Cabanillas 19171. Guadalajara (Spain) Send it to my attention If you want us to work with you, you will have to make an effort. Please take note that we do not want this sample to get profits, only for testing purpose, so it is necessary to test it to start working. Thank you, Javier Ayllon Reply to the above Dear Javier, Thanks for your kind support to me first. Regarding sample charges, I really hope we can find a way to move forward the project. It is honored for me and our company to work with you and your company. And be sure that we can start the initial order soon. For the point of charges, I really hope you can do me a favor. We understand xxx is a big company, you have your own rules for samples. And I know the sample charges is a small monry. But we are a factory, it is not small money for us if we offer free samples to all customers. We believe it is fair for every customer to buy samples. And we got the support from other customers, too. Please kindly help us on this point. We must give you a better price then. Javier, we definitely hope we can do more for customers and always do the best. When we start the cooperation and work better and better, believe we can offer you more and more. But now we hope you can do your part to pay the charges for samples. Shall we get your understanding and support? Looking forward to hearing from you soon. Best regards, Water Notes 1. 对待客户的拒绝,不必不知所措。因为这是我们每天都要面对的问题,客户只是拒绝而 已,不是说完全没有希望。文中,客人表示需求样品,这是对自己工作的支持。一句感 谢,轻松地久表达了自己的心意,以此开篇也很自然。 2. 目标明确,就是说法客户付款。所以必须情真意切。描述不罗嗦,也不能太简单。罗嗦 了会让人看得辛苦, 太简单了没有体现出诚意。 撰写邮件不能遗漏需要转告的重要信息。 另外需要注意的是,表述和单词没有拼写错误,字体和颜色是大家常用的。甚至在邮件 发出去之后再重复查看,如有不当的地方,记录并在下次改进,一旦形成习惯之后,撰 写邮件所需的时间就很少了。 Dear Water, I am sorry but I can not pay for the sample. I am really sorry. If you want me to test if please send it, if you can not do it, it is ok. We will try in the future.

Best regards, Javier Ayllon Dear Javier, Thanks for your e-mail. Can we try this, when you place the order, we will refund you the charges? As I guess nearly every company will request sample charges. We ask for sample charges only to wish the customer to care about our samples and we can seize the suitable chance to do some projects. If the model is suitable for your market, we hope we can support you and fix it. When you become our stable customer, we can offer you more free samples. By the way, if you think the sample charge is a small amount, are you interested in other models? Looking forward to hearing from you. Best regards, Water Notes 1. 面对客户的拒绝,不要轻易放弃,要时时保持信心和干劲十足。方法都是人想出来的, 适时地做一些努力,抓住每一个可能的机会,总是会有收获的。即使一时无法合作,但 希望还在。因为几百万甚至几千万的生意是需要时间去磨合才能成功的。 2. 做进一步努力的时候,更明确地让客户知道自己的底线并适当做一些承诺。 3. 再一次的建议,也是解决问题的方法之一。基于自己的利益之上,要设身处地地位客户 着想。这样更易于达成合作。 Sample 3 Customer ask for more free samples Dear Simon, Thanks for your kind confirmation. We hope to confirm the deposit soon also. Please kindly send us the bank confirmation accordingly. Regarding samples to ISI for test, we are arranging now. As per the order quantity, we could offer you 2pcs of free samples. It is the best we can do. And it is confirmed when we was talking about the order. I will keep you informed the sample status any time. Best regards, Grace Notes 1. 收到订金或者信用证是订单最终确认的依据。客户确认订单之后,仍需要确认订金的到 达日期,这样有利于安排生产。 2. 由于某些原因,有时候客户会突然要求提供更多的免费样品。但是订单价格,数量等细 节已经确认,对于这种情况,要了解清楚订单状况,部署策略,既不得罪客户,也不让 公司难做。对客人来说,可能你不够好,但还是可以接受的。对公司来说,也做到了在 正常情况内,而不是例外的。 Hi Grace, Regarding free samples, we have confirmed 3pcs during our meeting. Now you changed to 2pcs. Please double check and confirm. We would like to get your good support and go on for more orders. Best regards, Simon

Notes 1. 客户有自己的要求和希望,他也想得到他希望的。要寻找适合的方法解决问题。 Dear Simon, Regarding the points you mentioned, please find our reply as below. Our boss only allowed 2pcs free. 3pcs is beyond our control. As we never allow any free sample for customer. But we can promise you that we can allow you one more piece for your repeat order. Let’s do it step by step. I do hope we could confirm this point. Best regards, Grace Notes 1. 有针对性地回复客户的邮件,让他明确知道结果。 2. 建议和转告公司接下来的做法。纵然有些承诺可能是虚的,因为这是以后的事情,但是 话要说在前面。因为要有一个可以让人接受的理由。就像平常大家互相吵架一样,要和 好了,要有一个可以让大家下台的台阶。 §点石成金 1. 订单落实的过程涵盖了各个方面,样品洽谈只是很小的一方面,却至关重要。与之联系 的客户绝大部分都是采购经理,每个都是精英,我们有机会和精英们打交道,也是很棒 的。和精英们打交道,我们也不能经常扮演配角。在开始时,可以谦卑地了解客户的需 求和实力。通过循序渐进的引导,从而扮演主角,主导合作,把握大局,步步为营,环 环相扣。在有限的条件惜下,创造无限的商机,实现双赢。 2. 语言应用。并不是说要注重一些偏僻冷门的词语,而是通过用最平实,最能表达意思和 情感的词语,就可以达到有效的沟通!客户写的邮件都很挑剔,我们对自己就更要有要 求了。造诣修炼得高一点,这样才能更好地为客户服务,同时自己也收获财富。一封写 得到位的邮件,确确实实可以增加成功的砝码。一方面可以体现个人的专业水平,另一 方面可以顺利达成订单。 3. 在洽谈的过程中切忌急躁。客户也许咄咄逼人,但是方法总是有的,需要冷静地对待客 户的问题。想方设法为客户考虑,为公司创收。 Dear Water, Good day. Here is Echo from ETA (Germany), Shenzhen office. Thank for your products presentation. We are interested in your products; please kindly fill in our quotation sheet here attached. Any questions please contact me freely. Br/Echo Reply to the above Dear Echo, Thank you for your kind e-mail, showing interests in our products. Could you let us know more details? Which item would you like most? We hope to talk by details. Please find the attached file for reference. More information is available as requested. Looking forward to hearing from you soon. Best regards. Water Notes 1. 国外的客户通常都有固定的报价单, 或者是公司调查表要求供应商填写。 内容不尽相同, 产品报价单主要是针对具体的产品型号,而公司调查表更侧重于对大的方面的了解,比

如公司实力,产品特点,质量控制等。这些都是客户对工厂深入了解的一种方法。所以 在回复客户的邮件时,需要结合公司的实际情况加以描述。这也是向客户展示产品,展 示公司实力的一个机会,必须认真对待。 2. 回复客户的邮件,不能只是单纯的回复。因为作为厂家,主要的目的是销售产品,主动 向客户介绍产品是必要的。在不明确客户的需求时,要适当询问。询问的同时,还要向 客户提供更多的合作信息。体现出一种贴心的服务,而不是客套。 Dear Water, Thanks for your e-mail. Regarding this model we attached here, we need the price below USD9.5 for our market. Please check. Thank you very much. Br/Echo Reply to the above Dear Echo, Thanks for your kind reply. Regarding the item you mentioned, I have the following questions for you. ﹡What connectors would you prefer? As our standard connectors including 5 popular brand phones, they are Nokia 1pc, Sony Ericcson 1pc, Motorola 1pc, iPod 1pc, Samsung 1pc. Will you have other request? ﹡What kind of package would you prefer? Our normal package that by blister + paper card? ﹡What’s the quantity for your initial order? ﹡If you have special request, you’d better let us know in advance. We must do the best to meet your demand. Can I get your reply before we confirm a best price to you? Best regards, Water Reply to the above Dear Echo, Glad to talk to you by phone just now. To begin new business with ETA on new items, our management supports me to proceed at the price US$9.5. Please check the attachment for our offer. It is the standard one. Surely you could use ETA brand. Now the SOLAR charger is quite popular on the market. We believe this item would be popular with its nice design and functions, too. Look forward to your kind confirmation soon. Best regards, Water Reply to the above Dear Water,

Thanks for your support. Would you please kindly let me know, how many days you can arrange a sample here attached, for our German office? And the information: Company: eta GmbH Add.: Carl-Zeiss-Stra8 633 Roedermark/Germany Tel: +49 6074 6960 Fedex: 153 260 Any questions pls contact me freely. Thank you. Br/Echo Reply to the above Dear Echo, It is OK to send you a sample for test first. I will check the samples availability again. As I was told no samples that since last week. If we have one on hand today, we could send you immediately. I will confirm you when we send out. But normally we need 5 days to send out a new sample. By the way, could you let me know the contact person? Can I send to Mirko directly? Looking forward to hearing from you soon. Best regards, Water Reply to the above Dear Water, Sorry that I forget to tell you, please send it to Marcel Schuler. And if the sample is ready to send out please kindly let us know. Thank you. Br/Echo Reply to the above Dear Echo, How are you doing? As per the phone call yesterday, I would like to tell that we have to wait for the package till tomorrow. So we will send the sample to your German office on next Monday. I will let you know the tracking number then. Sorry to keep you waiting so long. Have a nice weekend. Best regards, Water Reply to the above Dear Water, Thanks if there is tracking No. available, please kindly let me know. Br/Echo Reply to the above Dear Echo, How are you doing? Please kindly check the parcel with Fedex by the tracking number 8587

8065 08. Here I would like to enclose the latest SPEC and photos for you reference. Hope it could help you to understand more about our products. If you need more information from me, please kindly let me know. Sorry to keep you waiting a long time Again. Best regards, Water Reply to the above Dear Water, Thanks for your support Br/Echo Notes 1. 在确认报价之前,第一:必须向客户了解清楚他的实际需求,因为国外客户的想法和国 内的想法有些不同,国外客户比较习惯一次性知道一整套产品的价格,而不习惯知道某 部分是什么价格,另一部分是什么价格。否则会给客户造成困扰。第二:如果根据标准 报价,价格要清晰体现所包括的主体和附件分别是什么,是怎样的。 2. 寄送样品期间,有可能会出现一些意想不到的状况,比如延期,因为必须提前让客户知 道情况。但更重要的是让客户知道解决问题的方法和结果。同时,要向客户传递产品的 特点和优点,以利于客户更深入的了解产品。这是客户服务里重要的一点。不断向客户 提供有用的信息,有利于客户对产品的进一步认识,为合作做铺垫。

Unit 3 Price Bargain 价格商谈
内容简介 价格在整个业务流程中式重中之重的一个部分。可以说价格直接决定订单的达成。作 为关键的一个环节, 在业务洽谈中出现的问题必然也很多。 本小节将以实例的形式讨论如何 应对和化解这些问题,根据不同的案例,进行详细的分析,通过每一封邮件的回复,引导大 家出奇制胜。 1. New price request for repeat order Dear Aaron, The Evian and Wins people want laser lens and mother board, please prepare 200 units each spare part for solving the problems. By the Wins order they will buy 2*40HQ, the same at last time and the target price have to be US$20.2. Please send the PI with this price and include the spare part into the container, also for the new EVIAN order.. For the big order, today I talked to the manager and they said that in this period, he will make an order IF GIVEN A BETTER PRICE. Best regards, Dardo Notes 不同时期,产品的某些关键材料等的价格会有所不同,所以销售价格也会有变化。一 般情况下,价格的走势是往低走。原因在于工厂各方面的改进,比如采购成本,生产成本的 降低。虽然有些材料的市场价格也会出现较大的波动,但在一定的时间段内,价格会保持相 对的稳定。 这需要公司内部的采购部门时时把关, 也要根据不同产品在不同时期的市场情况 把握定价,并与销售部门密切联系,实时更新价格,这样才会赢得先机。如果客户翻单的时

间间隔在一个月以上,或者翻单时增加数量,咨询价格和讨价还价是比较常见的。更适当的 价格对于双方的销售都是有利的。 文中,客户明确表示自己接受的价格是 USD20.2。价格要求明显比报价低好多。这里 的产品是 DVD, 其价值本身不是很高, USD0.1 的差别对于工厂本身来说, 意义还是挺大的。 但是 USD0.1 也不能代表一切,不能为了 USD0.1 而失去一个大客户,好客户。适时地作为 一种馈赠给客户,让双方都有适当的利润,日后好合作。 Dear Dardo, Please don’t push us too hard. The price I offer you is quite competitive. Let’s go compromise to US$20.65 per set for both Wins and Evian orders. That’s the best we can do. But you’d place these two orders together. I need these quantity added to convince financial department to accept such low price. For spare parts, the best we can offer is 100 sets loader and MPEG Board to Wins and Evian order. It’s already over 1% for free to make something up. If needing more, you have to buy. And we’d place this together with new orders. Attached the P/I for your confirmation. For Wal-Mart order, I need your confirmed and detailed information, then will offer the finalized price. But frankly, it’s near costing, and difficult for us to make some recession. Best regards, Aaron Notes 在价格洽谈的过程中, 客户永远都希望可以得到更优惠的价格。 就像我们去买东西一样, 也希望可以买到物美价廉的东西,价格没有最低,只有更低。但是价格在一定的层面上,对 于每一个客户来说都有一个可以接受的范围。生意场上,价格和条件也是对等的。价格的洽 谈,要根据不同的时间,有步骤,有条件地谈。 文中,明确自己可以向对方提供的价格是 USD20.65,但是,确定价格的同时,也需要 满足一个条件,两个订单需要同时下达。有一定的数量,价格可以适当优惠,这也算符合常 理,容易让双方接受。 Dear Aaron, By the wins and Evian order please give me US$20.4. And really my friend, I am not pushing you, the Argentina’s market is pushing me. I don’t know where some people find such price but this is like it, please try you best and give me the P/I with this price. I am waiting for the news for the big order but this is almost finished after the manager said me OK. We need to arrange the price, but for me it’s necessary to get the answer OK from the manager because he was in China last month (in Canton Fair) and the manager need to cover it front the owner, do you understand? By the spare parts, please convince your financial department that they want more prices, a little more, the rest I will convince them for buying. I am waiting for your reply. Thank you for your big support. Best regards, Dardo Notes 谈到价格时,双方都是动之以,晓之以理。由于面临市场的竞争压力,客户不得不压 低供应商的价格。 供应商为了在竞争中求得生存, 不能不想方设法在保证质量的基础上降低 生产成本。

文中,客户对于我方价格的下调表示接受,但是离他接受的范围还有距离,需要进一 步的额还价。 所以给出了 USD20.4。 很明显, 价格有所提高, 这表明价格都是有商量余地的。 只是双方需要寻求更合适的平台去合作而已。 Dear Dardo, For Evian and Wins order, please confirm my price. That’s the best price I can offer you, even I should bargain with financial department to accept this order. For Wal-Mart order is really tough, in order to meet your target, I have to lower some costing. Cut Optical output / YUV output / VGA output. That means back panel output: Audio: 5.1CH / Coaxial Video: Composite / S-VIDEO No spare parts One user manual, 2.1 RCA cable, without battery 40K, US$19.5/set It’s only for one lot order, not compared with others, and specially for you, never at such low price, please keep it secret. You’d win this order. Best regards, Aaron Notes 价格谈判的过程中,销售价格几乎接近公司的最低接受价格,根据和客户之间的沟通, 要估计客户可以接受的价格,另外对比较合理的价格,也要有所坚持。最后以合理的方式和 方法,向客户提供合适的价格和优质的服务。 文中,坚持不等于要长篇大论,而是以简明,简洁的方式向客户说明自己给出的价格 真的十分优惠。 并以对比的方法再次向客户言明价格的优惠。 如此优惠的价格是特别报给他 的,希望彼此之间的合作可以有效达成。 Dear Aaron, I confirm the price US$20.4. Best regards, Dardo Dear Dardo, I got Eden’s support. And can offer you US$20.55. Let’s fix it. Please confirm Best regards Aaron Dear Aaron, US$20.45, come on! My friend. Best regards, Dardo Dear Dardo, Some cents mean nothing to you, but quite big different for our factory. Let’s fix it on US$20.5. Shake hands! Best regards, Aaron

Dear friend, Thanks please send the PI for Wins to same at last order. Also please inform me about the sample because the client asks me every day. If you haven’t sent it yet, please send it immediately today. Best regards, Dardo Dear Dardo Please find attached Evian and wins PI for your confirmation. How about HT order?Sample is arranging now. When ready, I will send it to you immediately. And how about Wal-Mart order? Best regards, Aaron Notes 在电子商务谈判的过程中,邮件用语要积极,带一点攻击性,最好能彻底攻破对方的 防线。也要体现个人的主动性和沟通能力。传递一个可以解决问题和提供帮助的信息。 文中,可以看到客户的价格变化,有 USD20.2 开始到 USD20.4,再到 USD20.45,最后 成交的价格是 USD20.5, 这个成交价格和报价相差不是太远。 因为订单之间相距有一定的时 间,所以价格稍微降一点也属于可接受的范围。从客户开始松口到最后接受,语言越来越简 洁,最后直截了当地告诉他要的目标价而且坚持。此时,谈判出现了僵持的局面。针对这种 情况, 如何继续谈订单呢?如果前面已经做了许多详细的关于还价内容的分析和回复, 到这 个时候要使得谈判得以进行, 如果价格尚有一点让步的空间, 要利用折中的方法去和客户谈。 即使没有让步空间,也要以条件的方式去谈。因为一个订单涵盖了许多细节方面的东西。比 如免费提供配件,可以有 1%降到 0.5%,甚至不提供免费配件。回复也可以很简洁,但仍要 体现尽心尽力的付出。比如, got manager’s great support.” 此类语言的运用就大大地增加 “I 了说服力,也是使整个订单得以继续进行的最好过渡。 另外,客户的下单时间也是有限制的,如果他已经锁定了几家或者某家供应商,在价 格商谈上,他不可能也不会花太长的时间去讨价还价。特别是大型商场的竞标订单。因为一 旦竞标成功,项目的进行时间就开始计算,时间对于客户来说是比较重要的。这些产品也将 会在当地的各大报纸杂志或者电视上铺天盖地地做广告,说某个时间某些产品会推向市场。 除此之外,客户还必须考虑生产,运输以及货物到港之后,收货,分发,上货架等事情。完 成这些事情都需要一段不短的时间,而且订单确认之后还需要安排支付订金或者开信用证。 在这些前提下,客户还必须考虑货物的最佳销售期,还要赶上推广计划。所以如果产品质量 能保证,价格偏差不是很大,客户下单的速度也会挺快。 §点石成金 1. 语言。语言运用简洁不失说服力,步步到位不失幽默风趣。 2. 策略。要实行分步走的计划,步步为营,环环相扣。 3. 时间度的把握和操作。适时地运用适当的方法。 4. 清楚了解自己公司的操作和产品,把握市场信息,分析客户的心理。知己知彼,百战百 胜。 5. 学习和领会客户的长处,沟通中药时刻创造一种容易合作的环境,让对方更乐意接受。 2. Customer request for lower price Sample 1 Low price request for lager order

Dear Ms. Olga Litvi, Thanks for your enquiry. Surely we can manufacture the aerosol cans with your parameters. The price I offered you is quite competitive as per MOQ. Could you please kindly tell me your potential quantity? We would like to update you the new offer immediately. We understand that you are a big supplier of building materials in Russia. You may be interested in our spray adhesive, too. It is one of our most advantaged products. We produce all kinds of spray adhesives with superior quality and low price, some of them can be used in construction decoration. We have our own brand-SUPER, OEM brand is also welcomed. Please study our offer as attached. Hope to receive your quick response. Best regards, Walter Notes 1. 分析客户类型,不同的订单数量,产品的价格也会有所不同。首次报价一般只报最低订 单量的价格。客户都会广泛询价,所以客户回复邮件也不是很全面。只是单方面觉得你 的价格报告了,而没有太多详细的规格以及数量等内容。分析出客户的特点之后,以引 导的方式回复更适合此类客户。除了回复客户提出的问题之外,适当地也向对方提出一 些问题。或者直接告知对方关于不同的订单数量和价格之间的关系等一些情况的基本操 作。 2. 了解客户需求。得到客户资料之后,以不同的了解方式去搜索客户公司资料并了解客户 的实际需要。针对自己公司的实际供货能力,向客户推荐更多产品,也让客户有更多选 择,这样可以增加合作项目。 Dear Walter, Could you please let me know the price for the quantity 100K pcs of such cans per our request? Thank you in advance. Olga Dear Olga, Thanks for your prompt reply. Our offer is as below. EXW: US$0.0364, base on 100K I’m looking forward to receiving your further information Best regards, Walter Notes 报价的格式,简洁明了。包括重点信息,比如成交方式,FOB,CIF,EXW,具体的出 货港口,价格,最低起订量或按照客户要求的实际数量报价。并根据产品的特性,简单言明 产品的主要规格。 Dear Walter, Please, let me know what lowest price you can offer for us if the purchase quantity will be 300000(300K) pcs per month. We are looking forward to your reply. Do hope to receive a competitive price. Sincerely, Olga.

Dear Olga, Thank you for your kind proposal. The price I offered you is already the lowest. Currently it will keep the same EXW: US$0.0364。 Regarding your proposal, can I know that when you wish to confirm and start the initial order? What’s the quantity for your first order? We would like to catch the season time and make sure the prompt shipment for you. Look forward to the order confirmation soon. Best regards, Walter Notes 面对客户的数量攻击,脚踏实地是最好的应对方法。有些客户喜欢以大数量来谈价格, 实际的下单却大相径庭,但要求较小订单的价格必须以大数量的价格成交。针对这种情况, 要深入了解客户,探知客户的下单数量,时间以及要求的交货期等。如果让客户进到自己的 控制范围,彼此相系,操作就简单和容易多了。 §点石成金 1. 有条件地谈价格。数量和价格存在必然的联系。大的数量,价格必然比较优惠。公司也 愿意支持客户的大订单,因为大订单除了带来效益之外,也可以维持工厂的持续运转。 对于工厂来说,持续运转时很重要的,无论工厂是否盈利,工厂每天必须支出一定的生 产成本。 2. 报价的方式,行文简洁清晰,一目了然,语气肯定。 3. 分析客户的实际需求。对客户提出的问题,做正面的回应。引导客户向订单方向发展 Sample 2 Good price for long-term cooperation Dear water, I’m here because we need to buy DVD/DivX players and I’d be very pleased to receive your best quotation + pictures + technical features. As the license we have decided to ask for is only in the case we need, I mean only in the case the customers ask for it! Please quote me the model of DivX with display and normal size. Thank you in advance. BR Tania Dear Tania, Thank you for your kind enquiry. Here I’d like to update the price for normal size DivX pleayer for you. DivX player, FOB Shenzhen US$23.8/set Please select your interested items as per attached photos. We wish to establish business in wide range with you. For the license, OK, when you require for it, please let us know a little earlier. We would arrange it well for you then. Awaiting your further comments Thanks and regard, Water Notes

1. 如果产品有众多样式或者品种可选择时,根据客户的市场和喜好,适当推荐两至三款即 可。让客户有选择的余地,但不至于眼花缭乱。 2. 介绍产品的时候,附上精美的图片,让客户一目了然。不同国家的喜好会有所不同。有 些产品的外观, 直接影响产品的销售。 客户也需要谨慎地选择适合当地市场销售的产品。 3. 推荐产品的同时,邮件中要适当表达合作的愿望和期待。 Dear Tania, How are you? I was trying to call you today, talking about the order DVD-558A. But sorry, failed. And it seems that the telephone number 39 25435789 is a fax number. Could you let me know your new telephone number? And the extension number if it has please. By the way, could you convey more information about the order? Awaiting your reply soon Thanks and regards, Water Notes 有时候客户回复邮件不是很及时,除了催促之外,我们还要对整个订单或者项目有总 体的把握。比如合同会签,支付订金的时间,产品包装资料的确认等。如果需要紧急处理的 事情,当天内必须完成。这也是树立一种负责任的工作态度和对工作有责任心的体现。而电 话联系时最直接,最快捷的方式,要适时适地的运用。 Dear Water, Thanks so much for your e-mail. And sorry for the late reply. Pls see my comment here below. Please be noted that I’d like to have mini DivX 558A. But please accept one container 20FT! Sure I’ll keep you posted in time about the license. BR Taina (MSN 对话如下) T: Hi, water, I just received your e-mail. W: ok T: What do you think for usd22.5? please let me close this order. W: We have calculated tightly, the best we could do is usd22.8, as you require full functions as normal price size dvd player. T: It’s a bit high. To be honest, I’ve received an offer for 21.5, but I really like to buy it from your company, because I have tested the sample DAV1616, and it’s really good. So I trust your company. W: Thanks for the appreciation of our goods. T: And I don’t like to risk to buy from another company. W: But for this price, I may not help now. as I already gave you the best. T: I am sorry for that. I think I am effort to buy from another company. W: The factory also in mainland China? T: Believe me in Italy the competition on DivX is so hard, the price is so low on DVD. And with your price I risk to be out of market price. Please think about it. As we place order 6/7 containers a year. And I’d like to have just one supplier for home theater and DVD. And I’ll be very pleased to buy these items from you. W: Also trust me please, we also export some models to Italy. For mini size 558A, at that price for

full functions is really out of our control. Just now I consulted my boss and explained to him how large you are, but sorry, the current price and the best we could do is USD22.8 Notes 和客户 MSN 的直接对话。沟通的方式和方法有很多,都要灵活运用。处在电子商务发 达的今天,邮件往来时一种主要的沟通方式。更多的,更直接的即时沟通方式也在不断地应 用。比如 MSN,SKYPE,还要雅虎通,以及 B2B 网站提供的即时沟通工具。这些沟通方式 都需要加以利用。 即时沟通工具可以提供便利的沟通,运用恰当就是最好的。但是用来谈价格,很容易 会陷入两难的境地。当困境出现时,要主动化解。比如回复邮件说,会以邮件的形式最后确 认价格。 Dear Tania, I am sorry to tell that now it is really hard for us to process 1*20FCL. The MAQ must be 1*40FCL. As you know it is a busy season now and many sizable orders rushing in our factory. Please help to increase the quantity to 1*40GP. And it is easier for us to process and make sure a best leading time for you. Wish we could conclude the deal now. Awaiting your further notice Thanks and regards. Water Dear Water, Thanks for your e-mail. I’m sorry to tell you that I have a bit difficulty to accept 1*40GP, because I already have many and many DivX players in my warehouse before I can buy a big quantity of DivX. I need first to sell off the one I have in my warehouse and also DAV 1313 that I’ll get in December. But I promise you that I’ll place you another repeat order in a very short time. But I really need first to sell off the previous DivX. Please be understanding and accept only 1*20GP feet container and let us close this deal. Sure that you will meet my request. BR Tania Dear Tania, Good morning. Sorry to hear that you cannot accept 1*40GP. You must aware that from the very beginning, we have a negotiation about the price. Considering your sizable order in near future and deep our cooperation, even there is only a little margin for us about your new order DVD-558A, we do accept the price USD22.5 to support you and show our sincerity. Now please also do something at your side to close the deal. Try your efforts to increase the quantity please. I believe the deal will be closed soon upon your efforts and our efforts. Awaiting your reply soon Thanks and regards, Water Notes 数量和价格的关系式密切相连的。订单数量的多寡直接影响最好的价格。对于工厂来 说,无论是物料采购还是产品生产,大订单的操作往往会更顺畅。在价格商谈中,适当利用 这点去和客户谈价格和交货期,会起到意想不到的效果。准时或更快的交货期,有利于客户

的推广,也是信誉的保证。 NEW ENQUIRY, PLS LET ME KNOW IT? QUITE UGENT! Dear Water, Pls could you quote the below items: DVD556 DVD598 DVD595 DVD592 DVD585 DRW2030 DRW2050 Pls quote it with built in DivX function. Thanks Tania Dear Tania, Thanks for your new enquiry. I recommend you the following model. DivX-592 USD23.5 1*40GP=3500pcs DRW-2039 USD88.1*40GP=2100pcs Please ensure that the quantity is 1*40GP, for now we really could not accept less than 1*20FCL. We discussed many times for the price before. Now nearly everything is fixed. Could you let me know some exciting news from your side? Waiting you reply soon. Thanks and regards. Water Dear Water, I’m very pleased to receive your e-mail but I’d be very glad if we might close DivX order at the price of USD2300. Please encourage our long-term relationship meeting my request. As I said to you we need to buy Portable DVD, home theatre, DVD recorder. So if you meet us we will be very pleased to refer only to your company for all this kind of items. Sure that you will meet my request and hoping to go ahead with our relationship. BR Tania Notes 客户需要好的价格支持。对于工厂来说,也需要大的订单支持。彼此之间要寻求合适 的合作平台。工厂给予最优惠的价格,客户购买尽可能大的批次数量。 T: Good morning. Water, how are you today? W: hi, Tania, I’m fine. How are you? W: Sorry I was a little busy and went away just now. Today I am full hands. But could you check your e-mail? I have replied you by e-mail Notes: 尽量避免以太直接的方式商谈价格。需要明确的是,如果所销售的商品不是快速流转

或者库存的商品,而是需要时间制造,也需要较长时间走货的商品,应尽量避免和客户长时 间直接交锋。 文中,其实是故意很久才回客户。和客户以 MSN 直接谈价格,时间久了就会出现僵持 的局面。价格是很重要的话题,不同的产品需要不一样的沟通方式,或者结合不同的方式去 谈。 T: yes. T: as divx pls accept usd22.5, and close this deal immediately. W: pls see my e-mail. And let us proceed as it. T: ok, I saw it, is it ok 1*40GP, but pls accept USD22.5 as agreed for the previous deal. Pls meet me and close everything. W: I must clarify that 558A is mini size not normal size. T: I know. W: so the price far out of control. T: normal size is expensive than mini size one. W: then the price is different, and now we quote you best best price and MOQ. T: come on, water, you are a very great company. If you want you can meet my interest. W: thanks for your appreciation. But now for the quantity, I may not do. T: you know DivX in Italy are very cheap. W: also you know I have allowed you the cheapest price now. T: help me to be competitive. W: Tania, we have many workers to make products for you. As a factory, we could not lose cost to do business, I think you could understand. T: I understand your position W: so come on. T: but…pls understand my position, I don’t want to go out from DivX market for the high price. W: yes, so we gave you the best price. We have done much for you. Pls do your part also. Some cents are really important for a factory. T: for mini size? W: I strove many times for competitive prices; the manager really went crazy… T: but I changed the items and pls meet me on the price for this new item. W: ya…I gave the good price already. T: you have grant us no discount on it. W: oh… you know at first usd22.8/unit, but finally we confirmed you usd22.5 for the previous order. T: only 0.03you took off. W: I think it is o.3. T: yes, sorry, Water, it’s very hard to negotiate with you. Tell me what I have to do make you softer. W: I have done much for you. I also wish to do more. But we will bankrupt. How you wish us to be like that? T: at this point I really don’t know. I have to talk to my boss. I think he cannot accept this price. It’s really too high for us. I am sorry for that. T: hi water, I am sorry my boss says that it is too high we cannot accept. Could you decrease the price up to usd22.8?

W: sorry my boss could not accept the price you gave. T: don’t even 22.8 W: I think we have given the best price. Pls study again. I also think you must compare with other suppliers. T: I did it. W: yes, we are waiting for your exciting news. T: my exciting news is that I’d appreciate very much your divx at the price of usd22.8. I pay you today if you could give me this price. W: I wish to give you, but my boss will kill me. T: I think you could persuade him if you want. W: please kindly send me by e-mail. I will reply you officially. Notes MSN 作为一种即时的,更为直接的沟通方式,语言运用可以更轻松幽默。但是切忌混 乱,要清晰自己的方向,注重引导客户,向客户提出互利的合作方法。 Dear Tania, Thanks for your kindly e-mail. Glad to talk to you by MSN. But still something is open to the deal. We know that the price is a big issue for an order, as we negotiated many many times. As now you suggest the price USD22.8 for DivX. Again I have tried to explain your future orders to my manager. But USD23 for DivX is the best and final price. See I have done many things for this order. I really wish you also do your part to go forward. Of course I wish we could establish long-term relationship together. And consider you as one of our best customers. But without your efforts, we could not realize win-win. Believe you could do this time. Thanks and regards, Water Notes MSN 等即时的沟通方式,客户下线之后,可能不把在线聊天的内容放在心上,或者会 忘记。无论所谈的价格是否有变化,配合地写一封正式的邮件加以说明情况尤为重要。把涉 及的内容,清晰地向客户一一列明。因为邮件的保存时间更长,随时都可以回查。如果是即 时工具,这些数据或者资料比较容易遗忘和丢失。 Dear Water, Thanks. I appreciate your efforts for me and my company. Please send me PI for 1*40GP and also I need you to send the picture + technical features. How long do you take for sending out the goods? Thanks Tania Dear Tania, Thanks very much for you great support to me and please find the attachment of the order PI and photo of the unit DVD-592. Please kindly noted the leading time is 30 days for shipment. Awaiting your comments soon. Thanks and regards, Water

Notes 关于订单数量,客户一般也会考虑实际情况,要求可能会低于工厂要求,但是通过适 时的沟通,也可能会增加一定的数量。即使不增加数量,但从工厂的角度来说,为了维持客 户的稳定和持续合作, 也会接单。 这里还是强调对客户的把握。 无论客户采取何种谈判策略, 比如故意拖延时间,故意不理睬,以方便压价。工厂的目标都是以拿到订单为主。如果价格 在可接受的范围之内,有机会就不能放过,要尽快把订单拿下。即时出现意想不到的状况, 比如开始的时候不能接受客户的低价, 后来又接受此价格。 这样, 沟通要充分体现承上启下, 不至于让客户觉得是在玩游戏。价格谈判,需要充分调动思维,运用掌握的知识,整合各方 面的内容,整理出切实可行的方法。 文中,客户已经接受了数量 1*40GP,价格方面也有更大的支持,互惠互利始终是双方 最看重的。 §点石成金 1. 不同的沟通方式要灵活运用。 2. 知己知彼,百战百胜。 3. 时时提升个人对问题的处理能力和承担能力。 Sample 3 Ask lower price after the show Dear Echo, Thank you for you reply. There is a problem with prices. In MIDO you (or your BOSS) offered us much lower prices by about 1.2-1.5$. We would like to remind you, that there is very tough competition on EU market. Best regards, Tomas Notes 1. 展销会的价格和平时的销售价格,有时候会有所不同。通常展销会上的报价要比平时的 报价便宜一些。这也是展销会的一种营销策略,展示好的产品,并提供合适的价格赢取 客户的订单。 2. 展会之后联系客户,由于在录入客户资料时,遗漏了一些信息,所以把资料分发给业务 员跟进的时候,报价等就会出现一些偏差。可以通过查看展会记录,并根据当时的实际 情况进行调整。 Reply to the above Dear Tomas, Hope you spent a wonderful holiday. Regarding your information, I checked with our boss again, the recorded price for you are as below: >SUN-300 with price USD2.00 >SUN-400 with price USD2.8 >SNOW-700 with price USD8.00 >SNOW-900 with price USD10.00 >SNOW-1100 with price USD9.00 >SNOW-1300 with price USD7.50 >MX-1700 with price 12.00 And all of above price were not included the packing charges.

Have I made myself understood? I also would like to remind the price our boss gave you in the MIDO SHOW were on the basis of MOQ 1000pcs for each model. But your order quantity do not reach 1000pcs per model. So, the cost would be a little higher normally. Anyway, we are so expecting to open market in CZECH with you, and finally, I persuaded our boss to maintain the price you gave in MIDO. Please find the attached updated PI for your reference. Also, we expect to receive your deposit soon. If there is any question, please contact us freely. Best regards, Echo Notes 1. 联系人不是参展展会的人,某些细节,比如价格可能会出现一些误会。需要作出适当地 解释和更正。 同时也提醒客户可能会忽略的其他细节, 以免造成更多的误解, 延误订单。 2. 最低订单量是工厂对一个具体订单的要求。每个订单都要基于一定的数量之上才能安排 下流水线生产。如果订单量较少,材料的报废率会比较高,人工和机器等方面的消耗也 大,总的生产成本将会大大提高。对于工厂来说,面对较低的销售价格,压力很大,也 很难安排下线生产。通常情况下,报价也会抬高一些。这对于客户来说,有些事表示理 解的,有些却认为是不可以接受的。所以在洽谈业务过程中,主要是需要业务员去和客 户沟通,达成共识。 Dear Echo, Thank you for quick answer and your understanding of our situation. Please tell us SWIFT code of Your bank for dispatch payment. Tell us the exact term when the goods will be prepared for transport. The transport won’t be by ship (sea) but by AIR. Our transport company (TRANSFORWARDING) will contact you. Please confirm (signed) the PI, it is important for our tax office. Best Regards TOM Best Tomas, Thank you for your kind reply. I would like to reply you as below. ·Leading time: June 15, upon your deposit within this week ·Swift code, please refer to our proforma invoce as attached signed and stamped. ·Transportation. OK, we are waiting for your forwarder’s information. Hope to hear from you soon. Best regards! Echo Notes 问题式邮件的回复要领是分点。通过分点,可以清晰地阐明客户想知道的问题,也可 以提醒客户一些注意事项。 §点石成金 1. 解决问题,主要从细节入手。 2. 细心周到的服务,赢取先机。 Sample 4 Discussing lower price by details 问题点:

经常会遇到这样的问题,价格报出去了,客人的回复是, “谢谢你的报价,但你的价格 抬高了” ,对于这样的问题,怎样敲开客户的金口,让你清楚地了解他的实际意图,并达到 合作?以下邮件将一一分析和解答。 Dear Yvonne Yueng, Thanks for prompt reply. But I think it’s too much expensive. The market competition is quite hard. Please give a better price. Tony Someone replies as below: Hi Tony, Regarding the offer of memo foam pillow, to be frank, something it’s out of our control to quote you such price. US dollars drop dramatically these days, as all cost of material rising highly before Olympic Games. Hope you could understand. But if your order is a large one, I will persuade our boss to give a special offer for you. BR/Yvonne 分析: 1. 回复直观,只是简单回复客户提出的问题,没有互动,没有更深入的沟通。 2. 操之过急,文中的邮件回复缺乏对客户的询问,也没有针对性。虽然价格较高的原因是 客观存在的,但是在没有清楚了解客户的实际需要之前,必须限期了解,了解到一定的 情况之后再深入沟通,更容易把业务谈成。客户的邮件属于探路阶段,并没有过多地陈 述他的实际情况。这样,回复邮件可以通过了解的方式达到互动沟通的目的。首先要探 知客户的实际需求。接下来,再谈其他问题会更顺畅。 Dear Tony, Thank you very much for your kind feedback. Regarding to the model I introduced to you, is it suitable for your market? We appreciate that if you could feedback us more information. The offer for the current period is good, but can you let me know what your quantity for initial order is? And can I know your ideas about the target price please? We hope we can work out a suitable way to meet your demand and start our cooperation. Looking forward to your positive reply soon Best regards, Yvonne Notes 1. 全方位地考虑整个 case, 实际报价是否偏高。价格的构成是有条件的,对客户可以使用 询问的方式了解情况。但问题不能太多,主要了解关键的几个问题即可。有来有往,沟 通起来会越来越顺畅。订单的进展也会加快。 2. 个人对于客户和公司来说,起到桥梁的作用。对内,要尽力维护公司的利益,对外要为 客户着想。但前提是要先对内再对外。因为自己首先要为公司创造效益,这样才能实现 多赢的局面。总的来说,关键在于把握信息,引导客户,在不断地说服和被说服中实现 合作。 Sample 5 Market competition request for lower price Dear Water, I need a cheap model, without battery 18$ target price for 7000pcs, DivX function.

BR, Javier Ayllion Dear Javier, Thank you for your kind feedback. As per your request, the best offer we can do is US$20. Awaiting your comments Best regards, Water Dear Water, At the end they are 12k. I need 18$ or I can not do it. BR Javier Ayllon Dear Javier, US$19 Hope you can understand. As the cost is there. You really can calculate part by part. To support you and for our long-term cooperation, we won’t make margin about this order for purpose. We only hope we can help each other. Please kindly confirm. Best regards. Water Notes 1. 和客户认识比较久,连续的沟通,内容相对也比较简单。但这里要强调的一点是,无论 客户回复邮件是否有称呼,我们自己必须要有称呼,而且使用 dear,要形成习惯。 2. 说到价格问题,避免直接拒绝。比如, “不行,我就这个价格,你能做就做,不能做就 不做” 。沟通也是要循序渐进的,价格可以慢慢平衡。客人让步的同时,自己可以让的 也要适当地让步;不能让的,要多做解释说明,让人信服。 Dear Water, Full fill attached file with the profile of your company. This is very important. Send me SPEC sheet and Picture, too. I do not want any new product; I want to buy an old product, already MP and tested. I need a sample now. BR Javier Ayllon Dear Javier, 1) The company profile as attached. 2) Item A706, PDVD with USB/CARD READER, Battery and DivX for 12K units. We can offer samples now. But we have to charge you first. This model already MP. PLS kindly confirm the sample charges. 3) SPEC as attached. For two models. Awaiting your comment Best regards, Water Notes 1. 客户通常会有一份标准的公司情况调查表。在合作之前,会让供应商填写详细的公司情

况,比如工人数量,研发人员数量,生产能力,产品线,产品的主要功能,产品安全认 证等方面。对于客户来说,方便查看,对比和了解。 2. 明确肯定地回复客户的问题,以免引起误会。 Dear Javier, For your project PDVD with USB/CARD READER, Battery and DivX for 12K units Good news for you. I got further support from my boss. Finally US$18 for 12K is accepted. Hoping it is OK to your side and confirm this order soon. Please comment. Best regards, Water Notes 1. 之前的报价与客户的目标价相比,高两美金。 2. 知道客户把价格压得很低,为了帮助客户尽快下单,也考虑到客户的大订单对公司的重 要性。通过进一步的核算和沟通,公司高层最后决定同意客户的目标价。这也说明价格 都是有商量余地的,关键在于怎么谈。 3. 有好消息告知客户,要在对方可以看到的第一时间发出通知。语言运用要更加具有渲染 力和说服力,以表示我想和客户合作,通过努力也达到了他的要求。大家要设计自己的 沟通,第一步,第二步,第三步等。每一步的内容和进展如何要有一个总结,循序渐进。 Dear Water, Thank you. I will keep you informed about this. BR, Javier Ayllon Dear Water, Please confirm you can reach $17.5 for the A-706. Is it with battery or not? Because the spec sheet shows with battery. BR Javier Ayllon Dear Javier, Thanks for your kind e-mail. As per your request, please kindly noted it is WITHOUT battery. The offer for 12K, US$, extremely special for you. All materials are rising, FOB charges is rising now. We have to offer much loss, I believe you won’t want to see us close down. Thank you. Please comment. Best regards, Water OK. Understand, Thank you, Water. BR, Javier Ayllon Notes 1. 作为贸易商的客户,在价格上压力相对大些,而且市场竞争也激烈。压价再压价是一部 分客户的家常便饭。面对客户给予的压力,要轻松对待,严密防守。除了价格以外,在 其他细节方面如果也能帮助客户,拿到订单也不是很困难的事。

2. 不同国家的人,无论做生意与否也有不同的特点。需要在平时积累,从而运用到客户分 析中。 3. 价格是一个难题,没有最低的价格,只有更低。价格在一定的条件下已经无法降低,但 和客户的要求还有距离。邮件回复中,坚持原有价格的同时,更要加以说明情况。合情 合理,圆满收场。 3. Selling price increasing for sale 问题点: 1) 由于产品材料涨价等原因,产品需要升价销售。客户不同意或者不接受。 2) 以下面的实际案例为例,分析存在的问题点和适当的解决方法。 Dear Yvonne, I need to increase this order, with the following: 120*200 8pc 90*200 40pc 2000 pillows Sorry to ask you but can you try to send the new PI today? Thanks, David Dear David, Re: Memory Foam Pillow For this time, we charge $21.00/ pc. Due to US dollars dropping and raw materials rising these days. Hope you could understand. Thanks, Yvonne Dear Yvonne, Cancel the pillows. David Hi David, Good day to you. Called you yesterday, but was told you were not in the office. Firstly, I am so so sorry about the price of memo foam pillow. We will keep the price USD20 for you. The reason why we keep $20.00/pc (the margins are so small you would not believe.) is because we appreciate our long-term business relationships. And there comes more order, of course! But the fact is US dollar dropping dramatically early this year, and all cost of raw materials rising highly before Olympic Games. Now we charge new buyers $25.50/pc (CNY180.00, $1.00=¥6.90) so please don’t let such chance get away…could you kindly let us know when could we expect the deposit? Secondly, attached please find the pillow logo for your approval is it the one for you? For we can’t find all the files of before. Finally, sorry for any inconvenience cause. Hope all is well! Regards, Yvonne 分析:

文中,客户表示增加订单数量,回复没有对客户表示感谢,礼节有所欠缺。 对增加成本的说法太突然, 没有适当的国度。 无法体现升价的实际原因是大家都不希望 的,是不得已的。铺垫不过诚恳,客人将很难接受。 3) 产品升价销售是一个大难题。 因为很多时候, 产品的价格是越走越低, 而不是越走越高。 仅仅依靠简单的说要升价销售, 就希望对方答应自己的要求是及其困难的。 要诚恳地向 对方说明升价的实际原因, 这个举动是不得已的, 表示需要对方的谅解和理解并得到支 持。承诺可以帮助客户就要竭尽全力。要从让对方接受的角度去考虑问题的解决方法。 4) 文中,最后表示接受开始的报价,没有很好地表达出为什么接受原来的价格的原因。 5) 回复邮件,合理的解释必须简明扼要,比如,真的是由于美金汇率下跌,原材料价格飞 涨,使工厂很被动,也带来了巨大的压力。并对此给对方带来的不便,请求谅解,希望 可以接受。说道接受原来的报价时,也有必要简短说明理由。如果不说,对方会觉得自 己是在玩游戏,高兴了就接受,不高兴就抬价。比如可以说,考虑到双方之间的长久合 作和给自己的巨大支持,经过自己的努力争取,公司同意原来的价格。由自己的公司承 担这些成本压力,希望双方以后的合作更密切,给以更多的订单支持。 建议回复: Dear David, Good day to you. I tried to get you on the phone yesterday, but it was a pity that you were not in the office. Regarding the offer of memo foam pillow, sorry to cause you some inconveniences. We hope to keep the same US$ 20/pc, the offer is really special for you. You know well the cost of furniture, and we are a factory and we have to cover much cost on factory management. The pressure is quite heavy for us. Now the US dollar drops dramatically as well, but the material cost is rising. Sometimes we are forced to increase the price. But we always do best to cover more on our side. For the current order, to be frank, now we offer to other customers’ US$ 22.5/pc. We’d keep it as a secret. To appreciate our long-term cooperation. Our boss finally promised the price USD20/pc. Believe now we can move forward the order as planned. Could you kindly let us know when we can expect the deposit? At the same time, attached please find the pillow logo for your approval. Is it the one for you? Best regards, Yvonne Notes 1. 开篇提及给客户打电话。表示重视与客户之间的合作。诚恳! 2. 说明接受开始的报价。简洁的说明理由,由于工程面临各种的压力,在情在理。客户会 比较乐意接受。 3. 加以强调说明价格的优惠和特别允许,以利于客户容易接受和加速订单的进展。 4. 期望。加强对解决问题的肯定。 §点石成金 礼节在邮件回复中及其重要。诚恳也是谈生意的一种手段。即时是老客户,必要的客 气也是需要的,特别是谈论价格问题的时候。大家往往会忽视这一点,觉得与客户之间很熟 悉了,可以直接点,姿态抬高点,表现出傲慢的态度。值得注意的是,服务是一种心理的愉 悦感受。如果客户对服务产生厌倦或者不耐烦的时候,慢慢的就会与你拉远距离。这对于客 户的发展来说是不利的。所以要始终保持一种谦逊的态度对待每一个客户。做到了,就会赢 得更多订单。 1) 2)

每个客户对问题的反应都是不同的,这需要去分析和区别对待。也不是每个客户都会 觉得你所陈述的理由是对的,是理所当然的。这只是我们自己的一厢情愿,而不是客户的意 愿。在很多客户看来,要互相帮忙,才能建立长久的合作。事出有因,需要明确告诉客户为 什么, 让他有一个可以接受或者商谈的理由, 也给自己留有余地。 不然很容易就会丢失订单。 做业务需要多沟通,双方建立信任才能成功。客户在大洋彼岸,一张大订单不可能一 下子就给某个人。要让客户相信自己,只有通过不断地沟通和信息交换。互相之间的沟通是 否顺畅,在沟通中客户是否感受到自己的专业和敬业精神,都直接影响到合作的成功。如果 客户接收到的信息都是有效的,而且各方面的条件都合适,就会成功。

Unit 4 package 包装
内容简介 包装是产品不可缺少的一部分。这包括产品主题的丝印和贴纸,说明书,保修卡,产品 外包装,运输包装。精美的外包装有利于销售,坚固的运输包装在远洋运输和装卸过程中起 到保护作用。在业务过程中,这将涉及设计文件的制作和确认。 Sample I Labels and gift box revise and confirmation Dear Paola, Attached is the rating label for your translation. Thank you. Best regards, Water Hi water, Check the Italian translation for the rating label. Please , insert the model code on the rating label of 7’, too. Looking forward to receive the rating label revised before you proceed to printing it. Rgds Ms. Paola Esposito Dear Paola, Thank you. I will send back for your confirmation tomorrow morning. Good night. Best regards, Water Hi water, Find the gift box art work attached. You can download the print file from this link: http://www.duem.it/clienti/pdvd950tv.zip please, insert the barcode and send me the full gift box for my last approval. My B. Rgds Ms. Paola Esposito Dear Paola, Thank you. Well received the gift box for 9’ and 7’ (DPN brand and in black color). We will revise as per your request. But now about the one in Silver color? I think you got it now, I sent you here again. I would like to mention as below. 1) 7’, the LOGO “DVD”, I wish to revise it with your standard LOGO. I will send you the silk printing for confirmation soon. 2) 9’model, DPN logo, the position you placed is on the speaker net, that position cannot

allow to be real silk printing, as the sample you got on hand. If you are sure it is just for the gift box design, it would be ok. Please let me know. I don’t need to revise it, so don’t worry! Please find the attached file for 7’ and 9’ rating label. We re-made it, could you check it and advice? And please confirm me the SPEC sheet as attached. We have to confirm the functions with you. As I have to arrange for production as per that file. By the way, I got your L/C advice today from our bank. Thank you. Looking forward to your reply soon Best regards, Water Hi water, Please, read my BLUE reply below and revise the rating label attached. Find the shipping mark attached! Rgds Ms. Paola Esposito Dear Paola, Thank you for your kind reply. I would like to revert as below. I already got the SPEC confirmation. But one question please, about the serial number. As there are two different colors, I have to instruct our factory to make it clear; I would like to fix the serial number like this, 1) DPM PDVD650, in black color, it is beginning from SH65000 to SH65505. 2) LX PDVD650, in silver color, it is beginning from SH65506 to SH66006 Please let me know it is OK or not. Regarding the shipping mark, as it includes main mark and side mark, please find the attached file for my understanding, is it OK? Regarding the revise artwork, I would send back for your confirmation soon. Awaiting your comments Best regards, Water Hi Water, Check my BLUE reply. Rgds Ms. Paola Esposito Dear Paola, Here is the rating label for 7’ and 9’ Please advise. Best regards, Water Hi water, They are OK, you can proceed to printing. Thanks for your kind cooperation. B. Rgds Ms. Paola Esposito Dear Paola, Well understand the rating labels are confirmed.

Thank you. Best regards, Water Dear Paola, This is Water, I would like to enclose the gift box for your reference. Revised already. Please kindly confirm it back to me. Thank you. Best regards, Water Hi Water, It’s Ok, proceed with all gift boxes. Rgds Ms. Paola Esposito Sample 2 DVD player artwork design revise and confirmation Dear water, Is it possible to use these pictures (with some small changes) for our order? Best regards, Dmitry Umrikhin Dear Dmitry, Thank you for the gift box design. It looks cool. We could do as per your request. But can you send us the photo of the model? If we use the photo from the image you sent to me, it is not good for mass production. Because it’s low quality. Or could we use the similar photo to replace? Also you can send me the photos you need for our reference. And if you got the AI or CDR format about the gift box, that would be fine. And we just need to make some small changes. Awaiting your comments, Best regards, Water Dear water, Sorry, we don’t have AI or CDR format. That was the reason why I ask you to do, if a jpg picture is suitable. Yes, you can use your model’s picture. I hope, the model will be nice. Best regards, Dmitry Umrikhin Dear Dmitry, Thank you for you replies. OK, we will source some photos for background of the gift box. By the way, can you send me the word file of Russian wordings? It can help us to finish the design and can save time I think. Awaiting for your reply. Best regards, Water Dear Dmitry,

Please refer to the attachment for the user manual of small size 10201. Best regards, Water Dear Dmitry, Please refer to the attachments for 1. BRAND 10201 front and rear panel silk printing 2. BRAND 10202 front and rear panel silk printing Please reply with you comments. Best regards, Water Dear Dmitry, How are you doing? 1. Have you checked the SPEC sheet? Please kindly advise back with your comments. 2. How about the artworks? Please feel free to reply. Best regards, Water Dear Water, Thank you very much for your kind support! The SPEC sheet and the artworks will be checked today. Best regards, Dmitry Umrikhin Dear Dmitry, Please refer to the attachment for 10201/02 RC silk printing. Please kindly confirm back soon. And about the gift box design, can you send me the Russian language translation in word format? As per your draft, the functions are as attached. But the model 10201/02, no optical output, please offer me the translation properly. Awaiting your reply soon Best regards, Water Dear water, Please arrange following amendments to the player’s panel: 10201 front panel: Please add DIVX, MP3, JPEG signs Please make BRAND logo 2 times bigger Could you please add a smile picture (as shown attached) 10202 front panel: Please add a MPEG4 sign Please add POWER inscription near the POWER button Best regards, Dmitry Umrikhin Dear Dmitry,

Please refer to the attachment for the revised panel silk printing. And kindly confirm soon. Thank you. Best regards, Water Dear Water, Please find attached the confirmed panels for 10201 and 10202. Best regards, Dmitry Umrikhin Dear Dmitry, Thank you for your kind confirmation. Well received the files. Best regards, Water Notes 关于包装设计涉及的内容一般较多,可能出现反复修改的情况,也极容易出错。在制 作和确认的过程中要特别细致, 领会客户的意思, 制作出客户满意的设计。 在一定的时间内, 完成制作和确认, 因为这将直接影响生产部分制定生产计划表。 通常生产部门除了需要生产 物料备齐之外,还需要收到一整套确认的包装设计才能安排生产。

Unit 5 Payment Term 付款方式
内容简介 付款方式也是影响订单的因素之一。不同的付款方式对于出口商和进口商的风险也不 同。国际上的付款方式有很多种,主要分为三大类:汇付,托收,信用证。常用的有两种, 一种是汇付中的电汇,另一种是信用证。在实际的业务操作中,也可能出现多种付款方式结 合使用的情况。 本章的内容, 主要讲述如何和客户沟通落实远期信用证 60 天的过程。 并以此抛砖引玉, 加强大家解决问题的信心。 背景介绍:来自意大利的客户,订单价格及其他各项细节已经确定,可是由于付款方 式的问题,订单卡住了。期间,客户还去独家半个月。客人去度假了,我的日子就难过了。 因为总希望订单多点再多点。这是欲望的驱使,也是一种动力! Sample 1 Order confirmation Hi water, I’m ready to launch the 1st trial order to you in this way: 1. A706 item with monitor 7’, DVD/DivX, carry bag, battery built-in, and the normal accessories, at USD 56.5 enclosed LSCD. 500pcs DM brand, in black color; 500pcs LEXI brand, in silver color. 2. A903 item with monitor 9’, DVD/MPEG4, TV tuner, SD/MMC/USB slot, lithium battery (as the sample tested), carry bag, at USD 97.5 enclosed LSCD. 300psc DM brand, in black color. 3. Payment term: 100% LC 60days 4. delivery: 40days after the L/C opening Looking forward to hearing from you very soon. PS. Consider our office will be closed on August 9-24 for summer holidays. Best Regards,

Ms. Paola Esposito Notes 客户的订单要求很详细,是一个很专业,很细心的客户。学习客户这种精神和做法。 Dear Paola, Thank you for your great support to me. Regarding your order, I would like to reply you as below. 1. OK. Confirmed 2. Will you consider larger quantity for 9’ model this time? Say 500pcs at least would be better. As for OEM and price, it is easier for us to control. I believe you are satisfied with the performance of the sample, and believe there will be fast sale on your market. Hope you can give more support to us in this point. Can we confirm 500pcs? 3. Payment term. To be frank, we always do with customers by 30% T/T in advance, and balance T/T before shipment for a sum of payment less than $200000. As you know the bank charges with will be higher for L/C opening. For your coming order, the best we can do is L/C at sight. I think it is fair to both of us. Believe you can understand and confirm this point. 4. Delivery: 40 days upon L/C at sight opening. We hope we could confirm the details together before your holiday. And begin some artworks in advance. Awaiting your comments. Best regard, Water Notes 1. 业务往来中,客户往往会采用对自己比较有利的付款方式,但供应商的收款风险就增加 了。一般情况下,较常见和常用的付款方式有两种。第一种是即期信用证,信用证属于 银行信用。双方都通过一家 的银行来支付和收取货款。对于双方来说,这种付款方式 也比较安全。第二种是预付订金。预付订金百分之几,要根据每个公司以及产品类型, 或者和客户商谈的情况而定,但一般情况下,预付 30%是比较常见的,这对于供应商来 说也是一个保障。因为客户在国外,而供应商采购产品物料需要垫付高额货款。驭手部 分订金,大大降低了客户取消订单的可能。同样,收取余款的方式也要根据不同的情况 而定。比如先付清余款再出货,或货物装船后即付,或客户见提单复印件后即付,或货 物到港后即付等。一般情况下,客户必须在出货前付清余款,供应商才安排出货。 2. 文中,分点陈述问题的方法值得学习和经常使用。分点陈述,表达清晰明了,容易阅读。 3. 由于某个产品的订单数量太少,总要努力争取更多。可能通过沟通或者提出一个更好的 价格,客户的订单数量也许会有所增加。也因为订单数量少,不利于安排生产,工厂成 本也比较高。如果能达到最低订单量以上,对于工厂和个人来说都可以创收。 4. 客户采取远期信用证付款,对于客户的融资有利。时间越长,对客户越有利。因为客户 在一定时间内,可能已经卖完所有的产品,货款也已经进账。等于是利用出口商的钱去 赚钱。但对于出口商来说,资金被占用太久,不利于内部周转,但有利于增加业务量。 5. 谈付款方式,第一步要先运用公司的基本原则和客户谈,陈述有说服力的理由。因为公 司的基本原则一般情况下是不会改变的,其他情况可以酌情考虑。面对客户,作为销售 人员,能和客户谈判也是必备的一种能力。 Sample 2 Payment negotiation

Dear Paola, Please kindly note that our booth number in IFA Berlin is 29.226. For the payment term, the best we can do is L/C at sight, really. As I informed you by MSN, we always do by T/T with other customers. Regarding your order, you place it with two models. Our boss also cares it very much. I had a hard discussion with my boss; finally she allowed the payment by L/C at sight. But normally she only accepts T/T. I really do my best to move forward the project, believe you also do your efforts to move forward. Can I get your support? Welcome your visit to our Berlin Show. And wish you a very happy summer vocation. Awaiting your comments, Best regards, Water Notes 1. 文中,运用了比较的方法。拿其他客户的做法和该客户的做法相比较。着重突出对客户 的优惠和特别支持。同样,对比的方法也可以用在价格和数量等方面的谈判上。 2. 即时沟通工具 MSN 可以快速传递某些产品信息和价格信息等。如果用于价格谈判,不 是非常有效,但可以结合着使用。在谈话过程中,遇到棘手的问题不能得罪客人,可以 适时地结束谈话,说明将马上处理并以邮件回复。有时候有些东西不能急着回复,因为 这些问题都是很敏感,很难缠,很不好解决的问题。给自己一点时间考虑,但不能拖延 要对客户有交代,让客户知道你会怎样做。这样更容易解决问题。 3. Orders always don’t come easy. 订单都是来之不易的。 需要从细节方面去沟通, 彼此寻找 合适的平衡点去合作。 4. 邀请客户参加展销会,这也是增加客户信心和进一步沟通的最好方式。 Dear Water, Thanks for your effort. After the discussion with my boss we can just accept to help you with rates on the 60 days. But, we cannot accept L/C at sight. If you want to proceed, let me know the total amount rate and I will discuss with my boss. Thanks for your attention. Have a nice day. Best regards, Ms. Paola Esposito Notes 客户虽然不接受即期信用证的提议,但是也尽力往合作的方向靠近。客户提出原意支 付一定的利息,说明客户对样品测试结果还是挺满意的,而且有合作的意向。 Dear Paola, Thank you very much for your efforts. Regarding the coming order, we really hope you can do more efforts and hope you can support us by L/C at sight for payment term. I can fully understand what you mean by MSN that you have to invest much into three brands in Nola Italy. You must aware that we also have to invest much into materials purchase. If the payment is tied up for a long time, we cannot proceed well for customers. As you know the loader and TFT screen cost much. So L/C at sight is fairer for both of us. Believe we have to support each other for better cooperation. On the other hand, the offer is quite competitive. W cannot afford the US currency loss.

Currently we have to stare at the exchange rate carefully. Once the order is firm, we could not increase customer’s price for our cost loss. If I ask for cost up suddenly when I told you the US exchange rate is dropping, and we will lose. That would ruin all business. I don’t think you would like to see that happen. And it is not business, mutual benefit business. Let’s confirm L/C at sight. Come on, Paola. Thank you. Awaiting your comments. Best regards, Water Notes 1. 客户不接受提议,公司部接受客户的要求,这样谈判就进入了僵局。第二步,要打开僵 局,需要进一步深入解释,给予更充分的理由说明难处。一次又一次的努力,希望可以 用真诚感动客户。 2. 邮件中药运用正面的,积极地语言,也要适时地强调付款方式。引导客户向自己的方向 靠近。 Dear Water, Thanks for your effort. After the discussion with my boss we can just accept to help you with rates on the 60 days. But, we cannot accept L/C at sight. If you want to proceed, let me know the total amount rate and I will discuss with my boss. Thanks for your attention. Have a nice day. B Rgds Ms. Paola Esposito Notes 客户始终坚持 L/C60 天付款,也坚持原意支付一定的利息作为补偿。体现客户合作的 意愿比较强烈。 虽然始终无法说服客户以及其信用证付款, 但可以说是条件谈判中小小的胜 利。 Sample 3 Skills on payment term discussion Dear Paola, How are you doing? Hope you enjoyed your Olympic Games, and had a very wonderful summer holiday. Can I know some updating news about the payment term from you? Hope there would be the positive comments for us. Please kindly note that the 7’ sample is also available. Three kinds of colors for selection, white, black and silver. Please feel free to comment. Thank you. Best regards, Water Notes 1.2008 年 8 月奥运会期间也是客户的暑假,客户去休假了,但是付款方式尚未落实。心急却 只能等。8 月 25 日,终于等到客户休假完毕。于是火速联系,探知情况。 2.问候和祝福始终不能少,这也是联系客户的一个理由。 3.随时向客户提供信息。用有效信息网罗客户的订单。 Dear Paola, Glad to hear that you visited our booth in IFA Berlin. Believed you got much useful

information there. Regarding our cooperation, the payment term, we wish to suggest as below. 1) L/C 30 days after the date of B/L, and pay 1% interest of total order value. 2) L/C 60 days after the date of B/L, and pay 3% interest of total order value. 3) L/C at sight for total order value. Awaiting your comments Best regards, Water Notes 1. 每年 9 月初,利用客户出席德国 IFA 展的机会,面谈合作方式,以此增加客户的信 心。 2. 展会之后,更积极地和客户沟通,提出更多可选的方案,让客户权衡。 3. 有一些疑问,通过即时沟通工具交流更方便快捷。以下是 MSN 的一些对话。 P: I need to know how much increase the price for each piece of PDVD for L/C 60 days. How much in money the 3%? W: Total amount, 85750*3&=$ 2572.5 P: Send me your offer with price for 2000pcs of 7’ PDVD and 1000pcs for 9’ PDVD with payment term L/C 60 days. So I can show it to my boss and study the offer. W: OK, thank you. P: Thank you. I will wait for you. P: I got your e-mail. W: Thank you. Is it OK? P: About USD2.11 more for each price, too much. I can accept with USD1.00 more. Anyway, I can pay you max USD1500 of interest, no more. W: For total interest, say $2000. P: USD 1500, Water, and then I can try to discuss to my boss for your PL. W: It is hard for me to confirm with you at that. Anyway, please wait for me. Let me try. P: OK. Thanks. I will wait for you. W: Hoping that we could do more business in near future. Finally our boss promised and we confirm $1500. So I will revise the PI for you. Notes 1. 老外不习惯算数。如果要表达金额的时候,最好一次性告诉客户总金额是多少。比如一 台机器,说少一种功能,少多少钱,老外不习惯这样的方式。而是要清楚地告诉客户, 他购买的产品有什么功能,是什么价格。 2. 文中,客户提出降低利息,由于谈判已进行一段时间,为了和客户尽快展开合作,最后 答应客户提出降低利息的要求,双方最终确认付款方式是 L/C60 天,客户同意并支付 USD1500 的利息。 Dear Paola, How are you doing? Can I know some updating news from you? When can I expect your L/C draft? Looking forward to hearing from you soon. Best regards, Water Notes

客户是一个比较用心的客户,断定了我们想和他合作的愿望,所以再三的要求。虽然 对客户的变卦非常伤心,但还是要做最后的努力,尽量争取对自己更为有利的条件。比如, 增加数量,减少信用证到期的时间等。 Water, Believe me I’m ready to be frank with you just after the prices and proposal received during the fair! Many suppliers give me some price and accept L/C 60 days. Unfortunately this isn’t a good period for all companies, and the dollar situation is very bad for us, I think it’s for this many Chinese suppliers understand the situation to reduce the prices and accept this term payment. Furthermore, the Italy market is always difficult; there are more and more competitors. We are a big company, our brand is famous and we hope you will reach to become our big supplier, you too. Consider this is just a trial order; we used to issue repeat order very soon. Let me know your decision, since I have to proceed to receive the goods in November. Thanks for your support and attention, My B.Rgds Ms. Paola Esposito Notes 美金在 2008 年下半年比较动荡,下跌很厉害,全球经济也比较萎靡,确实让很多人伤 心。以前圣诞节的前一段时间,客户的订单让各个工厂忙得不可开交,不愁没有订单的工厂 在 2008 年也不得不降低门槛,接受客户的苛刻要求。这对于客户来说,一方面是出于风险 考虑;另一方面也在考验工厂,因为此时许多工厂无力维持庞大的支出而选择倒闭。如果工 厂倒闭, 客户的损失也将无可计算。 所以有些客户会采取某些比较安全的措施来降低自己的 风险。 Sample 4 L/C 60 days confirmation Dear Paola, Sorry for the late reply. Talked to my boss about your projects again. It is quite difficult for me. But good news for you, we accept your suggestion L/C 60 days. Let’s confirm it now. And please issue the L/C draft for us to check first. Can you do this today? Before Nov., surely we could make prompt shipment to your country for sales then. Hoping we could do larger order in near future. And believe we could do better for you also. Looking forward to hearing from you soon. Best regards, Water Notes 1. 此时, 我们已经答应了客户所有的要去哦。 撰写邮件要适当的突出对客户的帮助和支持。 这样显得更有人情味,在以后出现某些问题时,可能有点帮助。 2. 从生产到出货有一段时间的生产期,肯定客户的出货时间,表达长期合作的意愿。 Hi water, Thanks for your efforts. Before my financial dept proceed to open the L/C, I forgot to tell you I need FCA SZ term. Please provide to it and send me the PI revised. B. Rgd Ms. Paola Esposito Notes 好事多磨,客户的要求总是出其不意。不过出货方式 FCA 和 F0B 的差别只是本地费用

的不同。 FCA 是客户支付本地产生的费用。比如货物进仓费。因为客户和货代公司之间签 订相关合同,运费和其他的一些港口杂费,在价格上可能有优惠。如果以 FOB 方式成交, 所有的本地费用将由出口商承担。 Dear Paola, Sorry for the late reply as we had sales meeting just now. Ok, we can do FCA Shenzhen. Please find the revised PI as attached. But please kindly noted that we will clear the customs ourselves. Thank you. Best regards, Water Notes 客户只是更改成交方式,这对于出口商来说是有利的。可以节省一小部分的费用开支。 答应,肯定是没有问题的。 Hi Water, Find the PI signed in the attachment. I will send you the L/C draft for your approval asap. My B. Rgds, Ms. Paola Esposito Dear Paola, Thank you for your kind confirmation about the PI. I come back for work this morning. Can you open the L/C today? Looking forward to your comments soon. Best regards, Water Notes 假期之后还是没有收到客户的信用证确认,所以催问客户的进展。希望可以尽快开出 信用证,以便尽快安排生产。 Hi water, The L/C is ready to go to the bank today. I will send you the draft within tomorrow so you can check and we can go, finally, ahead with the other details! My B. Rgds Ms. Paola Esposito Dear Paola, Thank you for the information. Sorry to keep you waiting another day. And I will confirm you the L/C till tomorrow, as my boss has to check it first. But personally speaking, the L/C is OK. Best regards, Water Notes 不能立即回复的问题,也要及时回复客户,并告知具体的解决问题的时间,有利于订 单的进一步发展。 Dear Paola, Sorry for the late reply about L/C. The L/C is OK. Please go ahead. Have a nice day. Best regards,

Water Hi water, I got all e-mail about certificates. And thanks for your L/C confirmation. Thanks for your cooperation. B. Rgds Ms. Paola Esposito §点石成金 1. 以公司基本原则为准则,具体问题具体分析。 2. 远期信用证的使用,必须了解客户的资信情况以及了解客户银行的信用。必须遵循安全 收汇的原则。 3. 认识客户的谈判技巧,见风使舵,根据形势把握订单。

Unit 6 Shipment Advice 装船通知
Sample I Confirm shipping details Dear water, How are you? Our forwarder’s information as below. Com: DALLTD. Contact person: Ms. Daisy Chan daisy@dal.com Ship by sea to our agent in Finland Com: Net Logistic Add: Eskolantic 1, 4 floor 00720 Helsinki, Finland Contact person: Ludmila Suominen Tel: +358 20 755 82 Mob: +358 40 867 92 Fax: -358 20 755 82 E-mail: ludmila.suominen@netlogistic.com Arrival Port-Kotka (port Mussalo) Water: Well understand. Please, put the following data into the papers covering orders: 1) The Invoice and Packing List should be made for: WMT LTD Rm.1501, One Peking, 1 Peking Road, Tsimshatsui, Kowloon, Hong Kong Water: Well understand. But no need contact person? Before sending to courier, I will send to you for confirmation first. 2) Please, put in the B/L Cinsignee, Notify party-according to our instructions. Water: OK, will do as per your instructions. 3) Please, don’t put in papers “Acmra, ACM, Acpower, Rostkkiy Dmitry” etc. Water: well understand 4) Shipping mark-WMT If any questions, please let me know. Best regards, Irina Dear Irina, Thanks for your kind information about forwarder. I will contact with her accordingly. I think I already knew her, as you asked DAL to send the samples before. By the way, have you got the

samples we sent to you? In fact the new samples, also sent by DAL Daisy I guess. First, please find my reply in your e-mail in Blue. Here below I would like to make sure the points with you together. A: Regarding the shipment details. In order to make it more clear, I would like to make sure with you again as below. Delivery terms: FOB Shenzhen, FREIGHT COLLECT-right Consignee: TO ORDER-the same notify party Notify Party: right Net Logistic 1, 4 floor 00720 Helsinki, Finland Contact: Ludmila Suominen Tel: +358 20 755 82 Fax: +358 20 755 82 Port of discharge: Kotka Place of delivery: Kotka Description of goods: (please explain to me, as some countries is quite strict to this kind of product) charger If you have something to remind me, please keep me informed. B: Shipping Mark. Will you have your own shipping mark? “WMT” for Main mark only? And how about side mark? We would suggest the following. Please advise your comment. a. main mark OK WMT C/No.: b. side mark OK QTY: N.W: G.W: MEAS: And for your reference, the package should be: 40PCS/CTN, Gross weight:: 3.5KG, Net weight: 3.00KG. Measurement: 41.3*29.8*26.5cm Look forward to hearing from you. Best regards, Water Notes 如果是信用证付款,信用证上会明确地陈述所有关于出货的细节。一般情况下,在租 船订舱或者交单时无须再向客户咨询。 只需要根据信用证陈述的要求去做即可。 如果不是信 用证付款,在出货之前,必须向客户了解并核实出货的细节要求。因为这些文件关系到客户 在当地是否可以清关,或者是否容易清关,这也是文件的基本要求。 Dear water, Thank you for your e-mail. Also, please find my reply in your e-mail in Blue. Contact person in the invoice and PL not necessary. For us will be better, if you will make telex release. Is it possible?

Irina Notes 邮件回复的特点。通常回复客户的邮件是新写一个文本,在新的文本里回复客户的问 题,或者表达沟通的信息。但是,由于问题点太多,回复时为避免重复陈述的麻烦,在原邮 件里直接回复问题也是常见的,这样的回复清楚明了,也节省时间。回复邮件的字体颜色和 原邮件的字体颜色不同即可,一般以蓝色为主。也可以在回复的内容前加入自己的名字,这 样让客户更清楚地知道哪些是你的回复。明白要确认的东西,直接肯定。如果有疑问,可以 提出叫对方回答。 Dear Irina, Thank very much for your kind reply. Well understand. Then we will do telex release for you. I’m looking forward to hearing from you. Best regards, Water Notes 一般情况下,发货人通过银行交单或将提货单寄给收货人。因为提货单是货物所有权 的凭证,收货人只有拿到正本提单后才可以提货。由于电放后发货人将不再掌握货权,因此 在办理电放前一定要确认发货人能够安全收款,否则极易造成钱货两空的局面。 电放就是凭电子的,电传的或者传真件放行的意思。提单文件电放在贸易中也是常见 的一种操作方式。因为这种方式快捷,便利。但这种方式只适用于在货款已安全入账的前提 下操作。电放文件适用于航程较短的国家,比如日本,韩国只有两天左右的航程,如果通过 银行寄送,文件尚未到达货物已经到港,为了不影响收获,电放文件更为适合,收货人凭文 件传真件即可提货。 另一种情况是客户直接要求电放。 因为电放文件对某些国家的客户清关 可以提供便利,这样也可以省去寄送文件的一些费用。 Dear Irina, How are you doing? I would like to inform you that the goods will be ready of shipment on April 30th. Could you arrange the balance payment for Proforma Invoice #GW080402-01 accordingly? I already sent the booking to Daisy. I think she will confirm the details with you then. Looking forward to hearing from you. Best regards, Water Notes 1. 如果是 T/T 付款,应提前通知客户货物完成的时间和出货时间,以便客户安排验货和支 付余款。 安排余款时, 有些客户要求提供签章的商业发票, 根据实际要求制作文件即可。 另外,也需要提前联系客户的货代公司了解船期,以免延误。 2. 向客户提供问题之外的信息,比如已经和客户的货代取得联系,或者已经安排订舱等。 主动让客户了解订单的进展情况,让客户放心,这也是体现服务的一种方式。 Dear Water, Thank you for you e-mail. We shall pay balance in the near future. Irina Dear Irina, Thanks for your information about payment in the near future. We are waiting for your bank receipt then. By the way, I already booked space with Daisy this morning.

As the shipment from Hong Kong will be easier for our customs clearance, can we do FOB HK? And I consulted with Daisy also, she said they can receive goods from HK too. If OK to you, namely we can choose FOB Shenzhen as well as FOB HK. And please note that no cost up. Look forward to your reply soon. Best regards, Water Dear water, FOB HK-ok Irina Notes 1. 邮件标题是一封邮件主要内容的体现。在撰写邮件时,往往需要明确标题,或者根据邮 件内容修改标题,这样接收邮件的人在查找邮件时可节省时间,也更容易了解邮件的主 要内容。 2. 文中,主要的内容是更改交货港,标题可以写成 Change FOB Shenzhen to FOB HK.这样 就方便接收邮件的人阅读和了解。 3. 因为香港是自由贸易港,相对于大陆的一些港口,对于某些公司来说操作更为方便。但 是从大陆到香港需要支付额外的运费,所以在订单谈判时,需要明确交货港。如果需要 更改,要和客户商量。 Dear Irina, Well understand. Thanks. We will arrange well for you and inform you the details accordingly. Best regards, Water Dear water, How are you? We have prepared payment. On Monday-Tuesday money will be on your account. Please see attachment. Irina Dear Irina, Thanks for your kind arrangement. I will check and arrange shipment accordingly. Best regards, Water Notes T/T 付款在一般情况下,3 个工作日即可入账。如果有银行汇款回执单(通常称为银行 水单) ,更容易查询汇款情况。即使款项尚未入账,也可以查到账款的具体情况。所以在客 户转账后,通常都会要求客户提供银行水单。特别是在收订金的时候,因为收到银行水单之 后, 可以说账款已经打出, 正常情况下, 工厂是确认客户的订金到账之后才安排备料及生产, 但这个时候工厂可以提前备料,或者准备订单的设计材料等。这样有利于保证交货时间。 Dear Water, How are you? Did you receive money? Irina Dear Irina, Today we may get it. And I will keep you informed. Your forwarder has offered the S/O to us. We will catch the vessel on May 6th. Best regards,

Water Notes 客户关心的问题要肯定回复,做到让客户放心。这样既体现了公司的服务水平,也体 现了自己的工作效率。 客户的满意度提高了, 对公司形象和个人形象的提高都是非常有好处 的。让订单操作顺畅,是更多订单的前提保障。 Dear Irina, How are you doing? Please find the attachment, B/L copy for reference. Hope you can confirm me soon. Looking forward to your early reply. Best regards, Water Dear Water, We confirm it is OK. Please go ahead. Irina Dear Irina, Herewith enclosed the original B/L for your record. We have telex released for you. Best regards, Water Notes 在正本提单出来之前,一般都有副本供确认。除了提单之外,还需要同时向客户提供 其他出货文件,比如商业发票,装箱单等客户要求的文件。因为客户可能对产品描述等有一 定的要求,不能出现什么文字,需要包括哪些内容。所以,向客户提供提单和其他出货文件 确认也是关键的一步。 Sample 2 Confirm shipping documents draft Dear Water, Please, when you issue all shipping documents, before sending to the bank, send a copy to me for my approval. Thanks for your cooperation. Best regards, Paola Dear Paola, Thank you for your kind e-mail. Sure I will send you the PI and other DOCs for your confirmation before sending to bank. Thank you. Water Dear Paola, Good morning. Herewith I wish to enclose the revised PI for your check first. Please advice. Could you confirm with UPS about the shipment date? I wish to send the goods to UPS before Nov.12th which is the vessel closing date as UPS told me. Therefore we could catch it for shipment. Looking forward to hearing from you soon. Best regards, Water Hi water,

The PI is correct now! I inform UPS to manage your shipment soon. Hi Piera, Hi Carl, Mr. Water, from Zhejiang company, PO153, is ready to send you the goods before Nov.12th, try your best to arrange this goods for vessel on 12th. Thanks for your cooperation. Looking forward to receiving confirmation asap. My B. Rgds, Paola Dear Paola, How are you doing? This is water. I use my alternative e-mail to contact you because my business e-mail is broken today. We have sent the goods to UPS today. Please kindly check the attached photos for your reference. Thank you Best regards, Water Hi Water, Thanks for you e-mail. Please, start to send all shipping documents copy by e-mail before you send them to the bank so I can check! Thanks for you attention and support. Rgds, Paola Dear Paola, Here is the shipping DOCs for your reference, including CI, PL and BL. Please kindly advise back soon. By the way, the LSCD license is under application and the C/O too. Will send you the copy for reference later. Looking forward to hearing from you soon. Best regards, Water Dear Paola, Reminder!!! Could you kindly confirm the attached shipping DOCs soon? As I have to confirm with UPS to issue the original B/L. Thank you for your kind attention. Best regards, Water Notes 客户没有及时回复邮件,需要提醒客户确认文件。只需要转发原邮件,并在邮件中写 一个 reminder 或者 friendly reminder,显得更客气一些。另外,在平常的客户联系中也可以 这样写,第一次提醒可以写 first reminder,第二次写 second reminder,超过两次,就需要再写 一封邮件探明客户处于什么状态,或者直接打电话联系。在邮件中,如果需要强调客户确认 的内容,可以再陈述一次。提醒的单词用不同的颜色标出,说明这是要提醒客户要重视的。 Hi water,

For the BL The notify has to be for: SMG Interporto Campano Lotto H, G1 80035-Nola, NA, Italy For the Invoice: You have to correct the Invoice with right amount (USD 85.235,50) as the revised PI sent to me. Send me them again for my approval before sending all documents to the bank. Water, don’t forget to insert certificate copies (CE, Rohs, LSCD) and lab test, certificate of origin. Looking forward to hearing from you very soon. Rgds Ms. Paola Esposito Dear Paola, Thank you for your kind reply. For your comments, I would reply you as below. 1. notify. As your L/C stipulate the notify is the same as applicant, and your applicant is: SMG VIA E. CORCIONI 30 81031 A VERSA OK, it’s our legal registered office. It is not the notify you said to me here. I think we have to do as per L/C 2. we will offer other DOCs as per your L/C request. OK 3. by the way, I think we have to revise the shipper name and address. It should be as per the L/C. Will revise it the same as beneficiary in L/C, I will send you the copy later. I will wait for your copies. Look forward to your confirmation soon. Best regards, Water Hi Water, Check my red reply below. Rgds Ms. Paola Esposito Dear Paola, Thank you for your kind reply. A. Revised B/L, please check as attached. B. C/O and LSCD license, please check as attached. Hope it is OK now and kindly confirm soon please. And please excuse all the in conveniences caused. Believe in future we could do better for you. Best regards, Water Hi water, Now it’s ok, please, send the original shipping documents to the bank asap. Thanks for your cooperation. Surely, in future we will cooperate better. B.Rgds,

Ms. Paola Esposito Notes 1. 在和客户合作的过程中,无论是哪一个步骤都有可能出现状况,杜绝状况的发生是我们 应该做的。但是如果状况发生了,我们要积极地面对,要和客户形成有效的沟通。特别 是以 L/C 付款而且是远期信用证,风险更大,这样在文件处理方面需要更加细致。 2. 解决问题之后,适当地向客户表达歉意,并表达将来的合作态度。让客户形成一种愉悦 的心理感受,从心底感受到我们真诚的服务。从而使以后的合作更加密切。

Unit 7 complaint 申诉
内容简介 1. Missing goods Dear Paola, Good morning. Have you got the goods? And how about the DOCs? Hope everything is going well. Looking forward to hearing from you. Best regards, Water Hi water, Just today I got the goods and they are missing 12pcs from the carton box closed: 7’portable 6pcs USD 33 900 9’portable 6pcs USD 58 500/USD 92 400 Rgds Ms. Paola Esposito Dear Paola, Thank you for your kind feedback. For the case you mentioned, could you let me know more information? If the following situation happened, please state us clearly. We must check and solve properly. 1. How many cartons you received for each item? (7. and 9’) 2. The carton is blank? 3. Or it is less than 5pcs in 6 cartons? Namely every carton is 4pcs or 3pcs or 2pcs or only 1pc, but not 5pcs. If possible, please show me some photos. I will check with our factory carefully, too. Hope we could find out what the real situation is. Looking forward to your comments soon. Best regards, Water Dear water, Now I cannot show the pictures more since you know we have just 1 day to arrange the goods for our customers, you know the goods shipped by delay from China and it arrived here just 3 days before the Christmas holidays. Anyway, I have the report from the warehouse, the pieces missing from first No.1-12 master box! Some master box missed 1 piece or 2 pieces! Rgds Ms. Paola Esosito

Dear Paola, Merry Christmas to you. Thank you for your kind feedback. I understand what you told us. We are sorry it happened in such case. Please ask your warehouse people to mark down the details and let me know. 1. Are there giftbox in the cartons? 2. With accessories or no accessories at all? 3. Or with poly foam to stuff the empty room in the carton? 4. Other details. Please describe more details to me and it could help to find out the problem happened by when. I have to say that we have tied two belts on the carton to protect, and to avoid others opening the carton. And we weigh the cartons before shipment. If the belts are loose and gone, it would be easy to open and to seal again. And because of LCL shipment, the player may be gone in customs warehouse. But it is surprising that the players are missed from carton No.1-12. anyway we are not sure and cannot judge how it caused till now. Looking forward to your further reply. Merry Christmas and best wishes to you and your family and to SMG. Best regards, Water Dear Paola, Happy New Year! I would like to talk to you about the missing goods. Shall we know that if you have found out the details? If you have more information, please kindly let me know. Looking forward to hearing from you. Best regards, Water Notes 产品到港之后少货的现象也时有出现。可能是工厂漏装,在装箱和发货时没有发现。 还有可能是在国内或在国外的海关仓库或者码头出现一些状况而出现少货。 出现少货的现象 之后,必须向客户清楚了解情况,按要求提供相关图片说明。比如,打开货柜之后的图片, 纸箱包装拆箱之前和之后的图片, 包装箱内的图片等一系列图片, 这样更容易分析问题到底 出现在哪个环节。 同时,向客户提供出货时的图片,说明出货的做法及可能出现问题的环节。互相配合, 安抚客户的情绪,积极帮助客户解决问题。 2. Making wrong production Dear Oscar, For the order PI090408, we are going to finish it and arrange for delivery on next Monday, th 13 , Jul. Now after checking the finished products, we found something different according to the order, some mouse we have done it with USB, not with U+P. We are sorry for this case. We would like to talk to you about this shipment for these 4 000pcs products. Listing as below. BL-M0319 1000PCS USB BL-M0339 1000PCS USB BL-M0206 2000PCS USB

We believe the mouse with USB is also popularly used in your markets. We sincerely hope you could accept this discrepancy and allow for shipment. As you know if we change to the mouse with U+P, we have to change the chipset and remake the mouse, that will spend much time, and it is also not good to remake the mouse, it will ruin its appearance. Currently, most f the goods are OK, some just need packing. And we already got the S/O from forwarder today, the vessel closing time is on 15th Jul. We should load it on 13th Jul. Surely we must do our part to fulfill the responsibility. We agree to reduce US$400 will be deducted from the total value. Please kindly understand and help to confirm. We have to catch the vessel closing on 15th Jul. Thanks in advance. Best regards, Cindy Dear Cindy, USB is OK, no problem; please send me the new PI and the commercial invoice. Have a good day, Sincerely, Oscar Castillo Saldarriaga Notes 通常客户对 OEM 产品都有指定的功能要求,唯一的产品包装。业务员在和工厂确认资 料的过程中,可能由于客户的资料过多,漏掉一些需要确认的内容,或因疏忽造成确认资料 错误。这些不符点可能在生产的过程中呗发现,或者被自己的验货人员在验货时发现,甚至 直到客户的验货人员验货时才发现。无论是何时发现,出现返工的情况都是及其严重的。因 为这将涉及一笔返工费用,比如人工费,耗材费,最主要的是时间的浪费。因为返工是很复 杂,很繁琐的一个过程,特别是在产品的销售旺季,时间更显得珍贵。通常这个时候的订单 生产周期都排得比较满。一旦出现错误或者产品被拒,将打乱所有的生产排期,造成被动。 但错误已经造成,也要正确对待。追究责任是应该的,但当务之急不是追究责任,而 是如何妥善地解决问题。无论对于工厂或者客户来说时间都是宝贵的。分析问题的情况,看 是属于产品性能问题,包装问题,还是外观问题。这些问题是否影响产品的正常使用,是否 有碍运输,是否影响销售。还有工厂的解决方法。每一点都分析完毕之后,就需要写一封详 尽的邮件,告知客户具体的情况和解决的方法。客户有决定权,拒绝或者接受。但是作为销 售人员,需要向客户分析发现的问题,把事情的轻重缓急向客户言明。如果不是非常严重的 问题,客户也回根据具体的情况而接收不符点或者做出轻微的修改。 杜绝问题的最好的方法就是认真对待工作,将工作做细致。多一双眼留意客户的要求。 3. Making wrong OSD language Dear water, Yes, I have already got these pictures. But could you please send me an XLS file where I can revise the incorrect word. Thank you! Best regards, Dmitry Umrikhin Dear Dmitry, Have you tested the software I sent you before? It is from other customer, who used it in his orders. You know he place orders every 20days and the quantity is from 1500pcs to 3500pcs every

time. And he has no defective comments for the OSD. Here I would like to enclose the file he revised for your reference. For your coming order soon, we will do it 100% correctly. Awaiting your comments. Best regards, Water Dear water, I have sent you an e-mail regarding the PDVD 8.5’OSD menu. I will re-send it in 2 minutes. Sorry, but I haven’t received any answer on it. We’d like to solve the problem with PDVD 8.5’ OSD menu before the payment. By the way, we are going to visit HK and China fairs. After that we would like to spend some days in Shenzhen. Will it be possible to visit you and your factory on Oct, 21-23? Thank you! Best regards, Dmitry Umrikhin Dear Dmitry, We are sorry that you found the defects in the 8.5’ item. Even the PDF file I sent you. The PDF file is used for our other Ukraine customer. And the software I also sent you. You may check the brand name EGO. He is our stable and big customer. As per the photos you sent me. The defect is found in Remote control operation it is not found in SETUP function. I must ask our engineer to make it right. But now I have to tell the fact that our factory is in another province, not in Shenzhen, and the goods was already in Shenzhen office now, packed well for shipment. I understand that the OSD menu is quite important for your market. Currently the menu mostly is correct, right? And how many points is wrong for 7’, 8.5’ and 9’? Here I found the EXL file for 8.5’. But for the update, I may suggest that we will make a software for your update on your side if you think the detect is really critical and serious. But I hope we could do it next time if not that critical. The shipment is waiting. The closing date is on Oct.11th. We don’t have enough time to update on our side and now you know the goods is in our office, not in factory. We are sorry for this. Through this experience, I believe we must do it correctly for future orders. So can I know when you wish to make the balance payment? We also will exhibit in Guangzhou Fair. We sincerely invite you to visit us on Oct. 15th-20th. Exhibiter name: HIGH VIDEO TECHNOLOGY CO., LTD Address: Pazhou Exhibition Centre, Guangzhou Time: Oct. 15th-Oct. 20th Booth No.: 3.2F18 When you stay in Shenzhen, sure we welcome your visit to our office and factory. When you fix your schedule, you could tell/call me. I will arrange everything for you. If you need some help from me, don’t hesitate to let me know also. Looking forward to your comments. Thank you. Best regards, Water

Dear Water, I have already answered on this e-mail. Yes, the PDF file is mostly OK and it is acceptable. But the screen shots, that you have sent, consist words that are not present in the PDF file. And many of these words are written incorrect. Please find some samples attached. If you could install the PDF file into portable PDVD 8.5’-that should be OK. But why with these wrong words? Best regards, Dmitry Umrikhin Dear Dmitry, About 8.5’ model, we strongly suggest shipment first as it is delayed so much time. We should focus on sales, if the OSD menu is not that worse. I believe most words are correct in it, right? Or our other customer will kill us. If need it, we could make a update software for you. Then you can make the update on you side. This month, October is really a special one for us, very busy. And the closing date is on Oct.11th. Hopefully we could catch this vessel. When you visit our company, I will show you the sample, and make sure the OSD menu is revised and correct. Hope it is workable. Best regards, Water Dear Water, OK, after consulting with our sales department we decided not to delay the shipment. We will arrange the payment today. Please pay attention, the PDVD 8.5’ and small size DVD players are supplied to two different companies. So please arrange two different export declarations. Could you please not mention spare parts in the documents? And hide it in the middle of container? So we could pass many formalities in our side. Looking forward to receiving the xls file. Thank you! Best regards, Dmitry Umrikhin Dear Dmitry, How are you doing? Thank you very much for your kind support. We must do well for you in future. Well noted you don’t wish to show the spare parts for small size on shipping DOCs. We will do it for you. To make sure the shipment on Oct.11th, please arrange the payment ASAP. If you could pay us this morning, your time, hopefully we could get the payment on Oct. 10th. Then we will load the goods for shipment immediately. Please send me the bank receipt for reference when you make the balance payment for 8.5’ and small size model. They are for two accounts also. Thank you Best regards, Water 4. Making wrong giftbox

Dear Dmitry, I would like to discuss one thing with you about the giftbox 10202. Could you check the attachment? As you can see that both sides are made in English, not one side in English, one side in Russian. Samples are right. But supplier made it wrong for mass production. We are very sorry for this. I hope you can accept it for this lot to catch the vessel. Please comment. Best regards, Water Dear Dmitry, I have to be honest to you. All total giftbox 3750pcs for model 10202 is ready in factory and waiting for package. Dear Water, Sorry for a late reply—still troubles with my computer, I’m really disappointed to hear the last news. As per Russian legislation, we are not allowed to sell in Russia goods without inscription in Russian language. So we could find only one solution: please print stickers with inscription in Russian language. The size should be exactly as shown on the picture attached with RED color. The stickers should contain the Russian text-Model and technical description—instead of text in English, written on the giftbox on this place. I hope you will find possibility to glue the stickers on the marked place. If not, please send it together with the order. Look forward to receiving your reply. Best regards, Dmitry Umrikhin Dear Dmitry, Good morning. Thank you for your notice. Well understand your local rules. We feel sorry to make you in trouble about the giftbox. Please send the file again as no attachment in your last e-mail. I think we have to bother you again also. As it will cost 2 days to make the stickers. Bt we are loading today to catch the vessel. It cannot be sent with the goods. We will send to you by courier. Surely we will pay the freight charges to Russia. Hope it can be solved by that. Look forward to the sticker contents. Best regards, Water Dear water, Please find the file attached for sticker. Please start the printing as soon as possible. Best regards, Dmitry Umrikhin Dear Dmitry, Good morning. Hope you had a happy flight back to Russia. Regarding the sticker, I would like to ell that the sticker is for item 10202, not for item 10201. But your attached photo is for item 10201. Could you confirm it is the same text? By the way, how is about the shipping DOCs? Is it OK now? Could you also confirm me or

advise me some message? We hope to arrange local charges to Ada after your files confirmed. Looking forward to hearing from you soon. Best regards, Water Dear Water, Please advise if you have already printed the stickers on the giftbox. Thank you! Best regards, Dmitry Umrikhin Dear Dmitry, Sorry for the late reply about stickers, I hope to send you today or tomorrow. Thank you. Best regards, Water Dear Water, OK, thank you! Please find the consignee details attached: 1092, Moscow, Egory proezd, 2 BOOO Dmitry Umrikhin Dear Dmitry, How are you doing? I think I have to check the stickers delivery again as the financial blocked the shipment. Sorry for the inconveniences. Best regards, Water Dear Dmitry, The stickers are sent out. You may get it today or tomorrow. DHL tracking #:199 9190 874 Thank you. Best regards, Water 5. Making wrong product color Hi Simon, We approved the white connector heads, but received the black ones. The samples that we paid for you to send were meant to be white, but your supplier sent black. This is where the confusion lies. Please can you sort with Calvin? Calvin, please can you send all your contact info on Simon. With kind regards, Max Denyer Hi Simon, We’ve contacted with your supplier, Anco Company-Mr. Water, e-mail address: water@power.cn. Please also see the packing list attached. Thank you. Calvin Chan Dear all,

To confirm, we DO NOT want black connector heads. With kind regards, Max Denyer Julia, We will refuse to receive the connector head from Water unless this issue is clear. Thank you. Calvin Chan Dear Water, Good morning! This is Julia, Calvin’s colleague. I would help to follow up Simon’s case. Please see e-mail above. I think we make a mistake that we should have received the WHITE CONNECTER not BLACK. Please confirm. Thanks and best regards! Julia Dear Julia, Thanks for you e-mail. Please let me talk to Simon first. If we have any further notice, I will let your know immediately. Thanks for your kind help again. Best regards, Water Hello Water, Apparently, someone has called your factory today and someone has sent Calvin’s company an image of black connectors. But Popota needs the white ones they approved. Did the package have the white one in? Why is someone sending images to Calvin’s company of the black? Please will you call my mobile when you can +44 (0) 17066 138. Cheers, Simon Dear Simon, Good morning. Thank you for your kind information. Regarding the connectors, it may happen as what you said. Someone sent the image to Popota. But sure not me. About your order, when you placed it, we didn’t have your instruction that the connector must be in white color. Or which connector/connectors are in white color. Normally we offer black color (only one color) for a order. So you could find the connectors are in black color. But we can make it as per your instructions for your next order. Therefore we hope we can fix it in black color for this order. For the coming order, surely we could make the color as what you confirmed to us. Best regards, Water Hello Water, Popota are saying that the samples are white and this is what thay approved. They are saying they do not want the black color. What can you do?

Also you have not received the other payment, right? I have checked with my bank and they are saying that it’s left our bank and has been received in yours. Attached is the confirmation please check with your accounts as this is so urgent! Cheers, Simon Dear Water, Thank you for your hospitality last night. It was great to meet you and your boss. I would just like to confirm some of the important points raised during the dinner: · You will ship Popota’s order today, I have spoken to Leo today and he will ready to receive. ·You will send the black tips for this order only when you will send white tips, I will get the supplier details from Leo for the white tips for you. ·Calvin will investigate if he will ship directly to Popata from mainland, if not Fahami you need to confirm this with ULI(Lilian). Please confirm by e-mail you have received this e-mail and its OK for you to do this. ·Water, I need an exact lead-time for my customer for the 3—1 charger, please bear in mind we really have to produce these quickly as it’s a trial order, and we have no impress them with our service, we also need to get other orders in before Christmas and if you delay we will be in a position to do this. Please let me know if I have left any important point or action off this e-mail. Thanks again, Water, for all your great efforts and support to the BACH team. Speak soon, Simon Dear Simon, Thank you for your detailed information. It is pleasant to meet you again. We also appreciated your kind help for us on the connecters. Believe our cooperation will be more smooth. I would like to reply you as below. 1. Yes, we will send the goods today. Well understand and already arranged. 2. Yes, we can do white tips for your future orders. If you can also offer some supplier for us, we appreciate your kind help. 3. OK. We are waiting for your notice about shipment. 4. Delivery time, we try to complete within 25 days. As I explained to you that all materials are really not a easy job for us. Surely we understand that if the order can go faster, repeat order will be faster. Fast delivery is also our target. We must do our best to complete it. If you have something to remind me, also please let me know. Thank you. Best regards, Water Dear Julia, Here is the revised packing. Hope you can arrange for us. And we will send the goods to you today. Thank you. Best regards, Water Hi Water, Thank you for your reply soon.

Have you confirmed with your customer that it is the ones we want? Please keep in mind we want the WHITE not black ones. If not, we will refuse to accept the goods. Thank you! Thanks and best regards, Julia Dear Julia, Thank you for your reply. My customer Simon will help for this case. I think you will get the confirmation soon. Please kindly not tell Popota my contact information. You’d better emphasis on BACH international. (My customer’s company in UK) Thank you for your kind help. Best regards, Water Hi Water, OK, we know. Thank you. Julia Dear Julia, We will send the goods to you this afternoon. As you said by phone you did not get the confirmation from Popota till now. I think you will get it soon. As last night I met and talked to my customer Simon and he promised to accept this lot in black color. Please kindly check on your side and accept the goods. If you won’t get the confirmation today, please let me know. I will help for it. Thank you for your kind help again. Best regards, Water Dear Water, Could you send a e-mail like what you said on the phone just now? Thank you for your help. Thanks and best regards! Julia Dear Julia, I thought you have already got my previous e-mail. And here I would like to confirm with you that the goods is acceptable by Calvin. My customer Simon has already contacted your boss Mr. Calvin about that issue. If you have problems, you could consult Calvin or contact me for any clarification. Thank you. Best regards, Water

Unit 8 Shipment 出货
内容简介 出货是外贸业务中最后一个环节。延期交货在某些行业里也是司空见惯的事情,或者 在出货的过程中, 由于货物太多或者相似而发错货, 延期交货和交错货引发的一系列问题也

是让人头疼不已的。对于客户来说,可能是一个灾难。作为销售人员,必须有应对这些困难 的能力。 本单元将对这两个问题进行分析。 Sample 1 Shipment delay penalty Dear Water, Thanks for PI. Is it OK by Letter of credit as last time? I use the same bank details. Thanks BR Tania Dear Tania, Please issue the L/C draft for our confirmation first. But I think the L/C is OK as last time. Awaiting your comments. Thanks and regards, Water Notes 以信用证付款,属于银行信用。即期信用证相对来说比较安全。但是信用证也有一些 软条款需要十分注意的。 比如, 客户需要提供的文件, 这些文件可能在当地海关清关时需要, 对客户有利,可能会减免关税,或者更容易清关。所以,务必清楚自己或者通过第三方可以 取得这些文件,而且客户也可以接受。 Dear water, Thanks so much for your reply. Pls see my comments here below. Well noted I will proceed with the L/C as last time. Anyway since supplier delays are very very frequent we usually charge a penalty of 0.04% every delay day which we have not use our regular policy in your case, but I’m really sorry to tell you that our boss has decided to apply it also in your case because unfortunately the market price of Divx is very unstable and if you are very late in sending Divx we will have a very big loss as it is happening with DAV-1313 at this moment. I’ll be waiting for your comments on this situation. BR Tania Notes 与我们沟通谈判的客户一般都是采购经理,负责产品进口,所以是行业里的资深人士, 对行业里产品的情况也了如指掌。 延期交货对于客户来说是比较麻烦的事情, 所以客户通常 也会和供应商谈条件。 比如, 如果延迟交货, 将要求供应商支付罚金, 并明确规定在合同里。 实际业务操作中, ,如果市场价格变化过大,客户可能会要求降价,甚至取消订单。这也说 明,及时交货对出口商的必要性。 Dear Water, As I explained to you here below we need you to confirm that you are available to pay 0.04% of penalty for every day you are late from delivery date you declared on Letter of Credit. But I need you write it down on PI and send revised and signed PI from your side. Unfortunately we must be careful because price of Divx decrease steadily and if you are very late in shipment we will lose money. Sorry but we have already had a bad experience like that. I hope you can understand my position. Divx is not right product to handle because of unstable

price. Awaiting for your revised PI and hoping to have your understanding. Best regards, Tania Notes 延迟交货在某些行业里是常有之事。对延迟交货,客户提出罚金也是无奈之举,一方 面可以有效地保护自己的利益, 另一方面也是警醒供应商要按时交货。 延迟交货的原因有很 多,对于个人来说,也要锻炼对这方面问题的处理能力。对突发的,意想不到的事件,都要 有一定的承担能力和解决问题的能力。为客户解决问题,为公司解决问题。 Dear Tania, How are you? Wish your weekend was very wonderful. Regarding delayed shipment, well noted your comments about the terms of penalty. I understand you the prompt shipment to keep our good and smooth relationship, and enlarge cooperation. Regarding shipment, we suggest that 40 days upon L/C and artwork confirmed. But please allow another period for tolerance. When the shipment delayed more than 15 days, 0.04% interest will be deducted per day from payment. As you know, we have many material suppliers at our side, as well as many unstable factors too. We think we could confirm this point. Awaiting your comments. Thanks and regards, Water Notes 要理解客户对延迟交货开罚金的要求。在合理范围内,也努力争取对自己有利的条件。 有理有据,不要让客户觉得太突然。 Dear Water, Well noted your comment. Since I need an exact delivery date please do you agree as date on January 5th? Please give me an exact date to put on L/C. Thanks Tania Dear Tania, The date on January 5th is OK to put on L/C. But for this order, we may not allow 1% spare parts any more as we discussed from the beginning. Your other instructions are OK, we must follow them. There is only one thing open. Surely that you could confirm me back for no spare parts. Awaiting your comments soon. Thanks and regards, Water Notes 1. 对容易引起争议的东西要加以肯定。可以接受的,不可以接受的,都要清楚地说明白, 以免引起误会,浪费时间,从而影响订单的进行。 2. 在很多行业里,都会向客户提供 1%的免费备品。这是一种优惠政策,也是一种销售方 法。 就像我们平常在超市里买东西一样, 商家会提供一定的赠品, 以此策略来增加销量。 3. 1%的备品,通常也可以视作谈判的条件。比如,由于销售单价非常有竞争力,不能再降

价,但是为了达到客户的目标价,不再提供免费备品。如果需要提供免费备品,卖家一 定会把单价提高一些。因为羊毛始终出在羊身上。 Dear Water, Please send me revised PI in which you cancel order for spare parts, but also add that you will engage to pay 0.04% on the whole amount of the PI per day in case of delay in dispatching the goods. I’m sorry for that but Divx market is very hard and competitive market in Italy and it’s very easy to be out the price because of delays. After you have been revising the PI I’ll send it to you back signed. Awaiting for your comments. Thanks and regards, Water Notes 1. 客户也肯定了订单没有备品。这也符合一开始谈订单时的情况。谈判比较顺利!有些客 户比较难缠,不是很干脆,如果碰到这样的客户,有时候也没办法,也只能同意客户的 要求。因为小恩惠通常也会让客户欢喜不已。来日方长,求的是以后更多的订单,更大 的合作。 2. 客户也陈述了当地的竞争非常激烈。行业竞争无处不在,同行业的出口商也多如牛毛。 至于怎样在行业里取胜,除了优惠的价格,上乘的质量,还需要细致的服务和一点人情 味。用心培养一个客户,认真对待一个客户,无论是对于公司或者自己来说,都是值得 投资的。 3. 订单落实之后,一定要快速跟进订单的细节,以免节外生枝。引起客户重视,也是工作 的基本态度。 Dear Water, Thanks so much for PI. Please be noted that according to your writing a rate of 0.04% will be due after 15 days from delivery date on L/C, but I really sorry to tell you that I can give you only one week more of delay but not 2 weeks, pls revise the PI and write “7 days from delivery date…”. Please revise PI! I’m very sorry for our strictness, but we have had too many bad experiences in importing DVD or Divx we have always lost money because my previous suppliers supplied the goods to me very late. I really hope that you can understand our position. Anyway I’m sure everything will go very well and there is no need that you pay for delay shipment. Thanks Tania Notes 1. 生意的谈成和条件总是相互的。只要是条件就会有解决的方法。面对客户的罚金要求, 已经尽力谈到最好的条件了,为避免一些不可抗力的因素,客户答应可在规定的交货期 后推迟 7 天再计算罚金。交货期限比较合理,罚金要求也不过分,我们也只有同意。 2. 客户对待罚一事,语气比较客气。最后双方达成共识,一起理解按时交货,这样对双方 都有利。 Dear Tania, Sorry for the late reply. As today I went to factory for checking your goods. Regarding PI, OK, we will send the revised signed one to you here.

ATTACHED! Thanks and regards, Water Notes 由于一些原因推迟回复客户的时候,如果是因为跟进客户的订单或者帮助客户做某些 事情,可适当地告知客户,让客户知道自己时时为他做事。这样可以让客户放心。这样的举 动,也等于是向客户汇报情况,客户看到这样的邮件一定十分满意。 Dear Water, Many thanks for your revised PI. Please be noted that I authorized it and I have already sent it back by fax. Thanks for your understanding and support. BR Tania Dear Tania, Please let us know when you open the L/C. And please send us the draft copy for confirmation before issuing the original copy. Awaiting your further comments. Water Notes 1. 订单各方面的条件都谈妥之后,必须跟进信用证或者订金的落实时间。因为工厂都是收 到客户的信用证或者订金之后才开始安排生产的。 2. 为了确保信用证各项条款无误,一般情况下,在开出正本信用证之前都要求客户提供副 本信用证确认。 §点石成金 1. 延期交货在业务操作中是和罚金,降价,取消订单等后果联系在一起的。销售人员要锻 炼应对这些难题的能力,争取最有利最有效的方法解决问题,将损失降到最低。 2. 谈判过程中,切忌急躁。因为条件都是谈出来的,没有一蹴而就的神奇效果。结合实际 问题去谈,让沟通变得有效才是我们追求的目的。 Sample 2 Solve product problems on shipment Hi Water, After your new delay in the shipment, customer is so upset and asking for an strong compensation in the price due the new delay which caused them big problems in terms of stock and marketing campaign. If we don’t compensate them, this will be the last order. I am in a very difficult position in front of my customer, so please support me. So please inform ASAP the compensation for this current order. Regards, Fernando Dear Fernando, Thanks for your kind information. I have marked down your comments though it is a little tough for me. Still I would do my best to struggle better service for you. Regarding this order, we have pressed our factory a lot. But there were still some unexpected factors existed and happened suddenly. So it caused some delay. We also hope we could make delivery as early as possible. As it would not tie up the capital and we could invest again soon. Unfortunately, we also must face many factories, as the materials cannot supply in time. We have

no other choice as well. From the very beginning, we have allowed the best price for this order. Sorry to inform you that now any additional payment would be big burden for us. As there are many many workers serving in our factory now. The production will be completed on Sep. 25th, we will catch the latest vessel then. Wish we could do better for you in the near future and fulfill your satisfaction. Best regards, Water Notes 1. 延期交货,对于销售人员来说,是极其痛苦的事情。因为对外要面临客户的轰炸,对内 还要周旋于工厂的各个部门,特别是向生产部门催货。要解决客户的难题,不是很容易 的事情,公司内部总有许多不尽如人意的地方,有时候一些做法也是处于战略性政策的 考虑。压力在这个时候有充分的体现,客户一通电话过来催货,狂轰滥炸是绝对少不了 的。锻炼承受压力的能力,除了自己本身的抗压能力之外,还要去了解行业内其他竞争 对手的情况,了解生产,运输,销售等各个步骤,对这些相关的程序都要有比较熟悉的 把握,这样才能更好地和客户谈判。 2. 面对客户给予的压力,最主要的是要做到真诚地解释。告知客户确切的出货时间。有一 句话是这样的:我们可以很无耻,但是我们一定要做到很真诚。 Dear Elian, I think you must also get the modification report from SPD. At the same time your engineers may analyze it. From our engineers, the solution is not the best, as it adds more magnetic loops, complicated and cost increasing. It is negative competition in the market promotion. Regarding the STANDARD TECHNICAL FEATURES, I have come to factory to consult relative engineers, they clarified my confusion that this points are simply and easily to upgrade. As the previous sample, it is sure that it must be OK, which confirmed by your side as well. And DVD making is our strong advantage, also we are cautious to your goods. On the other hand, you may get some information from your engineers about upgrade. Regarding the upgrade, it is only upgrade, no need to modify anything. There is any vital defect to impact usage. As the inspection has passed, now I think we’d better focus on the main points, time is so tightened. You know we must catch the vessel closing on March 28th. Expect weekends, no much time left. But the rework and re-inspection still required several days. Therefore please kindly take all these into consideration. We, at our side are always preparing to do our best to fulfill the shipment. Awaiting your further comments soon. Best regards, Water Notes 1. 客户请验货公司验货后不通过或者有一些地方需要改进,最后判定待决(pending) 。这 样的情况时不时都会碰到,也是令人比较头疼的问题。 2. 发现问题不能等。拿到检验报告之后,要充分了解这些问题的严重性,切忌冲动行事, 而是要逐一分析并记录,胸有成竹之后向客户说明情况,分析问题的轻重。这些问题到 底是什么样的问题,让客户更清楚地了解细节,方便他们进一步裁决。因为延误船期, 有可能会造成意想不到的恶果。值得注意的而是,分析问题的轻重不是帮客户做决定。 Sample 3 Delay shipment and L/C amendment Dear Paola,

How are you doing? Trust you had a good show in Canton Fair. It was great to meet you. Hope next time you get some time to visit us in Shenzhen City. Can I talk to you about the shipment? As we confirm that the shipment is on Oct. 30th—Nov. 10th (40days upon order confirmed). In the L/C, the latest shipment date is on Oct. 30th, we hope to catch the schedule, but we are afraid that we cannot and we may ask you to revise the latest shipment date to Nov. 15th for us. But we will do our best to make the shipment a little earlier. At the same time, could you revise the L/C expiry date to Dec.10th? Sorry for the inconvenience caused. We appreciate your kind help very much. Looking forward to hearing from you very soon. Best regards, Water Notes 1. 不能按照合同规定的日期交货,工厂也需要延期。一般情况下提前至少 7 天告知客户。 让客户也有时间处理突发的问题。 2. 第一次告知客户需要延期,一般只需要传递这个信息,必要时简述一下赶不上船期的原 因,并告知将延期到什么时候。第一次不建议陈述太多的理由,因为这个时候任何理由 对客户来说都是没有意义的。而是要先客户的反应,再寻求解决问题的方法。 Hi Water, Thanks for your kind reception at your booth! First of all, you confirmed me the L/C before I confirmed it to the bank and the time after the order was right! Second, I’m arranging your shipment with another supplier in the same container. So if you are late also the other goods will be late! Third, I need to receive these goods ASAP since I have to arrange it for Christmas promotions and there isn’t so much time! Fourth, if the supplier delay the shipment after the requested date, you will pay the 0.004% of the total amount for each delayed day for the damage you cause to us! So, I ask kindly to proceed in time with the shipment and release the goods to UPS within this week! Please, Water, this is our first business, don’t start with delay and consequently cause our customers to cancel the orders to us! I hope you understand. Rgds Ms. Paola Esposito Notes 1. 对于供应商延迟交货,客户总是不允许的,因为准时交货对客户来说尤其重要。有一些 客户是中间商,收到货物之后,他必须再把这些货物分批送给不同的分销商。所以他们 比较看重准时交货。 2. 延期交货,客户明确说明不接受,如果延期将有罚金。这是一个难题,但必须面对。 Dear Paola, Thank you for your comments. Yes, we confirmed the L/C to you. We hopefully could fulfill it on time. It is good for us too. But sometimes materials purchase and production arrangement is a little different. We are sorry to cause the inconvenience. As we talked the projects for a long time, and finally we conclude some

deals. We value the chance to cooperate with you. You already visited us in Berlin Show and Canton Fair. We hope you can realize our sincerity for cooperation and now we need some support from you for this shipment. Trust me; we want to do better for you. As per your PO to UPS, the shipment date is Oct.30th—Nov.10th. We just hope to catch the vessel before Oct. 30 all the time. But the date is out of our control. We hope to catch it before Nov. 10th, but not later than Nov. 15th. So the shipment must catch the Christmas season for sale. It will arrive at early December, or middle. I think you could have enough time to deliver the goods to your stores. So we kindly ask you help us to revise the shipment date till Nov.15th, and expiry date till Dec.10th. For the penalty, please don’t count it on us any more. But for your coming larger order, we could cover you with a best offer. And may be some spare parts also. Thank you for your kind understanding. Look forward to your comment soon. Thank you. Best regards, Water Notes 1. 客户不接受延期,第一步主要还是以解释为主,陈述延期的理由,合作的诚意和付出的 努力,以此软化客户的强硬要求。一般情况下,客户经过数次的攻击,都会答应要求。 2. 对客户提出罚金的问题,正面对待。以后续的订单为由,提出给予优惠的承诺,以此来 解决问题。以后的订单只是一个方法,所以不必顾虑以后会怎样。如果可以,适当给予 一些优惠也是应该的,因为帮助客户,也是帮助自己。客户高兴,订单增多,自己的业 绩就会上升。 Hi Water, After many discussions with my financial dept, I can accept just if you give me a discount of USD 0.5 for each piece. Unfortunately, you know the USD dollars is going more and more up and we risk to lose our orders if we aren’t able to consign the goods in time to our customers! I arranged all things for you so quickly to avoid late for Christmas period, I mean manual, giftbox and so on! You know the Christmas period starts at the early December and our customers have to get the goods in the stores within the 1st week of December, furthermore you can image in that period how many container arrive in the port and the Italy customs in that period do so many checks and it will just be very difficult for us to reach the goods in time! It’s for this I ask you to respect the shipment time since I cannot risk to lose my orders. I hope you understand! My B. Rgds, Ms. Paola Esposito Dear Paola, Thank you for your kind reply. Regarding this order, we really allowed you the best offer, L/C 60days, no interests. But you promised me to give some. And 0.5% free spare parts also. For USD currency, as you know we also have to purchase the materials, the price is even though for us, we pay RMB, but received USD before. And now our payment term is L/C 60 days. It means we have to wait for more time to get the payment. Another $0.5 per piece cost down, it is really impossible for s to do. You

know we also have to pay the amendment charges. It is high, if we can choose; we definitely don’t want to pay such charges. Please support us a little. I understand your efforts to approve all files for us to guarantee the prompt shipment. And we understand that the goods is for Christmas sales. Also the reason is for us also. We won’t mean to delay the shipment not to catch the sales time. Therefore we hope you could understand the busy season at this period. Please kindly amend the L/C terms for us to arrange shipment. Thank you. Best regards, Water Hi water, After so many discussion with my boss and my financial dept we cannot risk to lose the orders and to receive the goods in delay! As I just told you I have to give your goods to my customers at the early December for a promotional operation! I have just called them to inform them about the possibility about some delay and they just asked me to delete the orders from now since they are afraid to not receive more the goods in time! water, believe me, it’s a very trouble if you don’t arrange the goods in time, I cannot proceed to amend the L/C and I have to give up this order! I’m sorry but the situation is in this way! I wait for your further confirmation to inform my forwarder UPS to not wait further for you and to proceed to the order single shipments. I hope you understand my position. My B. Rgds Ms. Paola Esposito Dear Paola, Thank you for your kind reply. We hope to solve the problem today. For this order, we well understand they are for promotional sales in Christmas. We also have other orders too. For the delivery, we really hope to comply with what we agreed. But we have to make sure good quality for you. Surely time is also important. But we don’t mean to delay a long time I hope you can understand our efforts on this project. Hope you could help. Thank you. Best regards, Water Hi Water, The delivery time is the date you see on the L/C. I’m very sorry but yesterday I discussed all day about this situation. And my boss and financial dept didn’t accept the amendment! So, try your best to respect the terms! Rgds Ms. Paola Esposito Dear Paola, Thank you for your kind reply. We really wish to do as per the L/C terms. Hope we can understand each other a little. We have to find a suitable way to solve the problems. To respect the L/C terms and to do better for you, I discussed with my boss again and again, finally we will allow penalty 0.004% of the total amount for each delayed day as what you

suggested. This is the best we could do. Hope you can help to solve the problem of shipment soon. Best regards, Water Hi water, After a lot discussion I accept the penalty and I hope you arrange the delivery before at least November 10th. Please, advise UPS in time so they can book the 1st vessel in time for you! On Monday I will arrange the amendment for you! I hope I don’t receive your goods very late, it shouldn’t be very good to start business! Rgds Ms. Paola Esposito Dear Paola, Thank you for your kind help on the latest shipment date and L/C amendment. Sure we must make the shipment as soon as possible. We don’t hope to miss the chance for promotion, too. Best regards, Water Notes 1. 面对客户的拒绝,耐心解释是关键。一般情况下,客户都会为你的耐心所打动。因为这 个行业的情况几乎都是如此。 即使客户发怒, 也只能无奈接受。 因为客户已经拿了订单, 他不可能失信于他的客户, 而且通常情况下, 客户自己也有一个宽限期, 如果不是太迟, 客户都是会同意的。 2. 值得注意的是,要留住一个客户,按期交货是必须的。对于客户和对自己公司都是信誉 的保证。价格优惠,质量过硬,服务一流,就会客流如云!如果确实由于某些不可抗力 的原因引起延期,必须多与客户沟通,争取以最低的损失解决问题。 3. 文中,多次与客户周旋,因为是远期信用证付款,信用证一旦过期,客户完全有理由拒 绝收货不付款。如果在不改证的情况下出货,对于我们来说风险不可想象。所以在出货 之前必须要客户改证。 4. 如果不接受客户的要求,客户不同意改证并取消订单,这批货将成为库存,需要另找销 路,这也是一个头疼的问题。所以在面对客户的难题时,坚持以最真诚的态度去谈,希 望得到客户的谅解和支持。如果经过一番较量,客户的态度已然强硬并最后通牒取消订 单,或采取不回复邮件的举动。在这种情况下,为寻求进展必须采取折中的办法,综合 考虑问题的轻重,勿因小失大。


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