00097外贸英语写作写作练习,自学考试

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

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

00097外贸英语写作写作练习,自学考试

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

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

00097外贸英语写作写作练习,自学考试

·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

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.

00097外贸英语写作写作练习,自学考试

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

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.

00097外贸英语写作写作练习,自学考试

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

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

00097外贸英语写作写作练习,自学考试

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 http://www.wenkuxiazai.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

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，比如“import mattress, visit China, invitation letter”突

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,

00097外贸英语写作写作练习,自学考试

Water

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。比如“expand,

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 http://www.wenkuxiazai.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

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

00097外贸英语写作写作练习,自学考试

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

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.wenkuxiazai.com. It will be appreciated that if someone from your company could contact me freely. My email is: water@http://www.wenkuxiazai.com.

Please let us become partners and start the initial cooperation soon.

Looking forward to hearing from you.

Beat regards,

Water

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。

00097外贸英语写作写作练习,自学考试

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，

00097外贸英语写作写作练习,自学考试

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

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

00097外贸英语写作写作练习,自学考试

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

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

00097外贸英语写作写作练习,自学考试

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

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

00097外贸英语写作写作练习,自学考试

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

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

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

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。

00097外贸英语写作写作练习,自学考试

§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

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,