PART Ⅱ
IMPORTANT BUSINESS PROCEDURES

UNIT 2
Establishment of Business Relations

There's a saying that no customer, no business. Customers mean source of profit. Therefore, people always make every effort to consolidate and keep a close relationship with old customers, search and establish business relations with new ones. If a firm wishes to open up a market to sell something to or buy something from firms in foreign countries, the person in charge must first of all find out whom he is going to contact with.

Usually, such information for the potential customers is obtainable through the channels like Internet, mutual visits by trading delegations, attending trade fairs, advertisements, chambers of commerce in foreign countries, Chinese Commercial Counselor's Office in foreign countries, and so on.

Having obtained the desired name and address of the firm from any of the above sources, people may send letters to the person or department concerned. This kind of letter is the first contact between the two sides and should be written friendly, helpfully, courteously and to the point.

Specimen Letters

Letter-2 (1)

Letter-2 (2)

Letter-2 (3)

Letter-2 (4)

Letter-2 (5)

Letter-2 (6)

Words, Phrases and Notes

1. through/by the courtesy of: be indebted to…; to obtain one's name and address from… 承蒙……的介绍

e.g. Through the courtesy of our friend, Mr. Zhang San, we have got your name and address.承蒙我们的朋友张三先生的介绍，我们了解到了你们的名址。

告知对方公司的信息来源通常的表达方法还有：

introduce; recommend; learn from; get the information from; owe…to…

2. take liberty of: make bold to 冒昧地

e.g. We take liberty of writing to you with a view to establish business relations with you．我们冒昧给你方写信是想与你方建立业务关系。

3. leading: adj. being considered important; large; main; principle 主要的，最大的

4. catalogue /'kætəlɔɡ/:（or catalog）n. a complete list of articles, usually in alphabetical order，

and often with descriptions of the articles 目录

latest catalog 最新目录

illustrated catalog 图解（附图）目录

与catalogue含义相近的词还有： pamphlet /'pæmflǝt/, booklet 小册子

5. win-win: double-win 双赢；all-win 共赢

6. Chamber of Commerce：商会

7. inform: vt.（tell; advise; notify）give knowledge of a fact or sth. to 告知

（1）inform sb. of/about sth.

e.g. Please inform us of your usual packing．请告知你方常规的包装。

Please inform us the earliest shipment about your L/C No. 200．请告知你方第200号信用证最早的装运期。

（2）inform sb. +从句

e.g. We regret to inform you that your price is too high to interest the buyer to make a counter-offer．我们遗憾地告知，你们的价格太高，买方无意还盘。

Please inform us when you can make the shipment．请告知我们你方何时可装运货物。

（3）be informed of sth．或that 从句

e.g. Please be informed that the goods has been shipped on board．兹通知，货已装船。

（4）keep sb. informed of sth．随时告知某人某事

e.g. Please keep us informed of the improved packing．请随时告知我方改进后的包装。

8. illustrate /'iləstreit/: v. clarify or explain by use of examples; analogy; exemplify 举例说明；加上插图（图解）

9. reference /'ref(ə)r(ə)ns/: n.

（1）a confidential written statement about a person's character, ability or financial position; or a person willing to make a statement about another person's character, ability or financial reliability, or a person of whom questions can be asked about the credit or ability of another person（关于另一方信誉、身份、能力等方面的）证明书，证明人

e.g. Our reference bank is Agriculture Bank of China, Yantai Branch．我们的资信证明人是中国农业银行烟台分行。

（2）the mark or sign 参考编号

e.g. Regarding your requirements, you may refer to our letter reference No. 38．关于你方要求，请参考我方第38号信函。

（3）a referring or being referred 参考

e.g. As for the price, you should make reference to the said contract．至于价格，你应该参照该合同。

（4）with reference to: regarding; about 关于

e.g. We would like to send you a sample with reference to the last shipment．我们将给你方寄去有关上次交货的样品。

refer /ri'fə:/: v.（to）

（1）vi. mention; talk about; speak of 提到；针对；关系到

e.g. This is to refer to your letter of August 28 enquiring about our chemicals．现谈到的是你方8月28日询问我们化工产品的那封信。

（2）vt. & vi. turn to; go to; for information 参考；咨询

e.g. As to our credit status, please refer to Bank of China, Guangzhou Branch．有关我方的信誉状况，请咨询中国银行广州分行联系。

10. quotation /kwəu'teiʃ(ə)n/: n. amount stated as current price on sale 报价

make/send/give sb. a quotation for sth．报给某人某种商品的价格

e.g. Please make us your best quotation CFR Canada for 2,000 cases of duck toys．请报2000箱鸭子玩具CFR加拿大的价格。

Please give us your lowest quotation for apple．请给我们报苹果的最低价格。

quote /kwəut/: v. make an offer; make a price 报价

（1）quote sb. a price for sth.

e.g. Please quote us your lowest price for the toys．请向我方报玩具最低价。

（2）quote sb. a price

e.g. Please quote us your most competitive price on CIF New York basis．请给我们报CIF纽约最有竞争力的价格。

此外，常用的表达方法还有：

This is the lowest we can quote．这是我们能报的最低的价格。

For children's underwear, we quote US$50 per dozen CIF Canada main ports．我们报儿童内衣CIF加拿大主要港口每打50美元。

11. in the market for: be ready to buy sth．想买（寻购）

e.g. We are in the market for chemicals．我们要购买化工产品。

We are in the market for the latest brand of car．我们想购买一款最新的轿车。

12. equality and mutual benefit: reciprocity on the basis of equality 平等互利

e.g. We trade with all of our business partners on the basis of equality and mutual benefit．我们与所有的贸易伙伴都是在平等互利的基础上进行交易的。

13. good seller: salable goods; goods that sell well 畅销货

14. enclose: vt. seal in; send（sth.）in the same envelope or parcel（随函）封入，附寄

e.g. We are enclosing an illustrated brochure．现随函寄去一份附图小册子。

A latest price-list is enclosed for your reference．随函附上最新价目表供你方参考。

enclosure /in'kləuʒə/（or inclosure）n． 附件

e.g. We have received your letter of May 30 with an enclosure．已收到你方5月30日函及附件。

15. engage in: work on 从事，参加

e.g. They can only take up tourism consulting, liaison, and promotion work and can not engage in tourism businesses．他们只能从事旅游咨询、联络、宣传活动，不得经营旅游业务。

16. bid: n. buying offer 出价；递盘，叫牌

e.g. If a buyer makes an offer, people call it a bid．如买方报出一个价格，人们称之为递盘。

The bid can be in cash, shares or a combination．出价可以是现金，也可以是股票，或两者混合的方式。

Have they put in a bid for the contract？他们有没有为了合同而投标？

17. enter into: establish; start; set up 开始，进入；建立

enter into a contract 签订一份合同

enter into business relations with sb．与某人建立业务关系

18. specialize in: study or work on a certain field 专门经营

e.g. We specialize in the export of table-cloths．我们专门经营桌布的出口。

表示“从事，经营”的词或词组还有handle, deal in, deal with, trade in 等。

19. line: n. field of activity; type of business; in a certain industry 行业，行当；业务

e.g. We have been engaged for many years in the line of chemicals．我们从事化工品业务已经多年。

Our price is lower than the prices of the same line．我们的价格是同类产品中比较低的。

20. reference bank: bank from which trader might get information on the credit and business status for the relevant company 参考银行

21. acquaint /ə'kweint/ with: be familiar with 熟悉，使认识

22. adhere to: stick to 坚持

Commonly Used Sentences

1．告知了解对方公司的信息来源

（1）We owe your name and address to the Chamber of Commerce in your country who has informed us that you are in the market for light industrial product．承蒙贵国商会的介绍，我们得知贵公司想要购买轻工业品。

（2）We have obtained your name and address through Bank of China and understood that you would like to establish business relations with us．我公司从中国银行得到贵公司的名称和地址，并获悉贵公司愿同我们建立业务关系。

（3）We have obtained your address in the China Business Directory．我们从中国企业名录获得你方的地址。

（4）We learned from the Chinese Chamber of Commerce here that you are producing silk products．我们从这里的中国商会得知，贵方生产丝制产品。

（5）We got the information from our Sales Manager that you have the desire to cooperate with our firm in marketing our silk products．我们从我方销售经理那里得知，贵方愿与我们公司在丝制产品上进行营销合作。

（6）Through the courtesy of Mr. Smith, the director of A & A Company in your country, we know your name and address．承蒙A & A公司董事长史密斯先生的介绍，我们得知你公司的名称和地址。

（7）We have learned from Company A that you are interested in establishing business relations with us for the purchase of our raincoats．从A公司获悉贵公司要购买雨衣，以此与我方建立贸易关系。

（8）We had your name and address from China Council for the Promotion of International Trade that you are in the market for Electric Appliance．从中国国际贸易促进委员会获悉，你们有意购买电器用品。

（9）In a recent issue of the China News, we saw your name listed as being interested in making certain purchases in china．从最近一期的《中国新闻》杂志获悉，你方欲从中国购买某些特定商品。

（10）Your firm has been recommended to us by the Chamber of Commerce in Tokyo, Japan．日本东京商会已向我们推荐贵公司。

2．表示建立业务关系的愿望

（1）We avail ourselves of this opportunity to approach you for the establishment of trade relations with you．我们利用此次机会与贵方接洽，以期与贵方建立业务关系。

（2）We are writing to you hoping that we can open up business relations with your firm．我们写信给贵方，希望能够与贵方建立业务关系。

（3）In order to extend our export business to your country, we wish to enter into direct business relations with you．为了扩大我们的业务出口，希望与贵方建立直接的业务关系。

（4）We wish to express our desire to trade with you in chemical products．我们希望能在化工产品方面同贵方做贸易。

（5）We are writing to you in the hope that we can open up business relations with you on the basis of mutual benefit．现与你方联系，希望与贵公司建立互利的业务关系。

3．自我介绍

（1）Our company is one of the leading manufacturers of silk products in China, with the headquarter based in Nanjing, China．我们公司是中国丝制产品的主要生产商之一，总部设在中国南京。

（2）We wish to introduce ourselves to you as a state-owned corporation dealing exclusively in silk products．兹介绍，我们公司是一家专营丝制产品的国有公司。

（3）Our corporation is a group enterprise integrating scientific research, business, production and service. As a joint venture, our corporation has won a prominent position in the field of silk products in China．我们公司是一家集科学研究、商贸、生产和服务于一体的集团公司。作为一家合资企业，我们公司已经在中国丝制产品领域赢得了显著地位。

（4）We inform you that we have engaged in this business for the past 25 years. We, therefore, feel that because of our past years' experience, we are well qualified to take care of your interests at this end．我们告知贵方，我们已从事此项业务25年。因此，我们认为，凭借历年的经验，完全有资格在这一方面照顾好贵方的利益。

（5）As for ourselves, we are a leading and old established firm of exporters, and we are in a very good position to supply most grades of silk products at competitive prices and for timely delivery．至于我们，我们是一家领先的老牌出口企业，能够提供大多数等级的丝制产品，并且价格有竞争力，交货及时。

（6）We have been in this business for more than ten years．本公司从事这个业务已经有十多年。

4．业务范围介绍

（1）Silk products fall（come）within the scope of our business activities．丝绸产品属于我们的业务范围。

（2）Silk products are our line．丝制产品是我们的经营业务。

（3）The main products our corporation deals in are silk products．我们公司主要经营丝制产品。

（4）Our corporation is established for the purpose of carrying on import and export business as well as other activities in connection with foreign trade．我们公司的建立旨在开展与外贸相关的进出口业务和其他活动。

（5）We are in a position to accept orders against customers' samples specifying design, specifications and packing requirements. We are also prepared to accept orders for goods with customers' own trade marks or brand names．我们能够接受按照顾客样品指定的设计、规格和包装要求的订单。我们也愿意接受在商品上贴有顾客自己的商标或品牌的订单。

（6）Our corporation is specializing in handling the export of textiles．我们公司专营纺织品的出口业务。

5．结尾句

（1）We look forward to receiving your favorite reply．我们盼望收到贵方有利的回复。

（2）Your prompt reply is highly appreciated．如能尽快回复，将不胜感激。

（3）We will contact you when we need to place an order．我们需要下订单时将与贵方联系。

Effective Writing Skills

Traders are always expecting new business and new profit. An attractive letter on establishing business relations may help to achieve the goal. This kind of letter should be written clearly, sincerely and to the point. In general, the letters include the following parts:

1. To tell the other party the source of information.

e.g. We got your name and address through Company A.

2. To express your writing intention: What do you want to do?

e.g.We want to establish a long-term business relation with you.

3. To give a self-introduction, including introduction of your corporation, your products, and your service, etc.

e.g. Our corporation is specializing in handling the export of chemicals.

4. To express the expectation of cooperation or early reply.

e.g. Looking forward to receiving your first order at an earliest possible date.

Letters for Optional Study

LOS-2 (1) (Self-introduction)

LOS-2 (2) (Asking for Establishing Business Relations)

LOS-2 (3) (A Reply)

LOS-2 (4) (Asking for Establishing Business Relations)

Exercises

I. Answer the following questions.

1. Through what channels can people get the name and address of a firm?

2. What channel would you like to choose if it is needed for you?

3. How to write a letter of establishing business relations?

4. How should the receiver of such a letter reply?

II. Translate the following sentences from Chinese into English.

1．经纽约威哥公司介绍，获悉贵公司是贵国食品类最大进口商之一。

2．我公司是一家国有公司，专营化工品出口，产品获国外客户好评。

3．随函寄去的目录所列全部项目都有存货，可以即期装运。

4．我公司真诚地希望与贵方建立业务关系，我们的目的是扩大我公司在你地的销售数量。

5．如对我们的业务范围有兴趣，请报价并告知最优惠条款。

6．关于我们的资信以及业务情况，请向中国工商银行烟台分行查询。

III. Translate the following sentences from English into Chinese.

1. By the courtesy of Mr. Smith, we are given to understand the name and address of your firm.

2. We would like to ask you to kindly send us the related information.

3. Your firm has been passed on to us by Maple Company.

4. We express our desire to establish business relations with your firm.

5. Our lines are mainly arts and crafts.

6. We are now writing to you for the purpose of establishing business relations with you.

7. We are enjoying an excellent reputation in this line.

8. Our company is a large foreign trade company engaged in import and export business for nearly 20 years with a good reputation.

9. Your letter expressing the hope of establishing business connections with us has met with approval of our manager.

10. It would be helpful if you could send us the statistics on your sales.

IV. Translate the following phrases and try to make sentences with them.

1. through the courtesy of

2. in the line of

3. specialize in

4. refer…to…

5. enter into business relations

V. Write a letter to your business partner for establishing business relations using the following contents.

1. Tell the other side your source of information.

2. What do you want to do and what is your intention?

3. Describe your business scope and make an introduction.

4. What is your expectation?