Unit 2
Establishing
Business Relations
When new firms or old ones want to start or
enlarge business, they may want to establish
business relations with prospective dealers.
It’s favorable to use the following information
in your letter:
C=company’s name
P=product
S=service
I=information
R=recommendation
Pre-reading Activities
Studying Aim
Questions & Answers
By the end of this
unit , you should
be able to …
Text Analysis
Assignment
Language points
Main points in
letters
Appreciation of a letter;
Writing.
PartⅠ Pre-reading Activities
(Questions & Answers)
1. Why do we need to establish business
relations with others?
We need other partners:
to help us open potential markets;
to enlarge our business;
to search for more profit…
2. How do you get the information of
your potential customers?
We get it from the following channels:
Internet;
the advertisements;
the banks;
the Chambers of Commerce both at home and abroad;
the introduction from the business connections; the
Commercial Counselor’s Office;
the market investigations; etc.
3. What do you write in establishing
letter? And how to write?
Main points:
Opening: the purpose or reason of writing:
a. the source of information;
b. the intention (purpose of writing);
Body: the details of requirements:
c. self-introduction and the business
scope of his firm;
d. the reference as to our financial
position and integrity;
e. requirements for further information;
Closing:
f. hope for cooperation or an early reply.
4. How to write a reply to these letters?
Replies to these letters generally include two kinds:
1) Agreement:
Opening: a. thanks for the incoming letter;
b. willingness to establish relations;
Body:
c. reply to the requirements in the
incoming letter;
d. self-introduction;
Closing:
e. hope for doing business.
2) Disagreement:
Opening: a. thanks for the incoming letter;
Body:
b. regret for the inability to establish
business relations;
c. stating the reasons;
Closing: d. expectation of future cooperation.
PartⅡ Studying Aim
By the end of this unit, you should be able to:
1. Know main points in this kind
of letter and write a letter to
establish business relations with
your customer;
2. Grasp the main points and
strategies of the two letters in
Page 12 &13;
3. Master key language points
and difficult Sentences;
4. Know how to write a
response letter (to show your
agreement or disagreement)
to No.1 letter (Please refer to
your textbook Page12);
5. Compare No.1 letter with
No.2 letter, and amend the
latter one.
PartⅢ Text Analysis
Letter 1 & 2
Letter to Establish
Business Relations
Step1: Main points in letter 1 & letter 2
After your reading the above two letters, please
answer the following questions:
1. What is the purpose of the two writings?
— They are written for establishing business
relations with customers.
2. Please point out the main points in
letter 1 & letter2.
1) Main points in letter 1:
Opening: a. information source
b. business scope
c. the purpose of writing
Body: d. enclosing leaflets (self-introduction;
showing various products)
e. requirements for specific inquiries
f. integrity and guarantee
Closing: g. hope for an early reply
2) Main points in letter 2:
Opening: a. self-introductions
b. business scope
c. relations with suppliers
d. introduction of JD series, and
willingness to promote it
Body:
e. information source
f. purpose of writing
Closing: g. enclosing the catalogue
3.Where is the strategy in Letter 1?
Why do you think it’s a strategy?
There are two strategies in Letter 1:
1) (Para 2) “Quotations and samples will be sent
upon receipt of your specific enquiries.”
Factually, the author hopes to receive the
specific enquiries.
2) (Para 3) Business between us will be
conducted…be provided.”
The author describes the fact, which can
prove the integrity of the company and give
a kind of guarantee to the customers.
4. Which one do you like better,
Letter 1 or Letter 2? (Please
compare Letter 1 with Letter2.)
— We like Letter 1. The reasons are:
1) Letter 1 is clearer, including clear
logic, purpose of writing, and
closing sentence;
2) Letter 1 is more concise. The selfintroduction is shorter and more
effective;
3) The strategy in Letter 1 is more
effective, which is to prove the
integrity of the company.
5. How to amend Letter 2
to make it clear and more
effective?
1) Stating the information source
and the purpose of writing at first;
2) Put the self-introduction in the
body, and divide it into three
paragraphs;
3) Finally, add the closing sentence to
show the expectation of mutual
cooperation.
Step2: Details of Letter 1&2
Language points
1. upon receipt of : on receipt of
eg: Quotations and samples will be
sent to you upon receipt of your
specific enquiries.
2. enter into business relations: establish/build
up/set up business relations
eg: We would like to enter into business relations with
you.
3. specialize in: run in
eg: We mainly specialize in exporting textiles.
4. inquiry: questions or query
eg: Quotations and samples will be sent upon receipt of
your specific inquiry.
5. prior to: before
eg: We will test the quality and weight prior to
shipment.
6. look forward to: expect to
eg: We look forward to hearing from you.
Difficult Sentences
1. Quotations and samples will
be sent upon receipt of your
specific enquiries (Para.2):
Once we receive your specific
enquiries, we’ll send you
quotations and samples.
2. Business between us will be conducted
on the basis of shipping quality and weight
while … shipment (Para 3 in Letter 1):
The quality and weight of our shipping cargo
will be tested by the Shanghai Commodity
Inspection Bureau… This is the basis of our
mutual business.
3. We believe they are of competing value and
intend to introduce them first into Canadian
market (Para 1 in Letter 2):
Our JD series are of good quality and competitive
in the markets. We’d like to promote it into your
potential market.
4. We are now writing to you to see if you are
interested in our JD series (Para2 in Letter 2):
We are now writing to you to hope you will be
interested in our JD series.
PartⅣ Assignment
1. Supplementary reading:
Dear Sirs,
Your name and address has been given to
us by Messrs. J. Smith & Co., Inc., in New
York, who has informed us that your firm
has been recommended to us by the Chamber
of Commerce in Tokyo, Japan.
We understand that you are interested in both the
import and export of Camera. The high reputation,
which you are enjoying, has rendered us desirous
of entering into business relations with you. It is on
this subject that we wish to introduce ourselves in
the hope of establishing mutually beneficial
business relations between our two corporations.
Accordingly, we send you our catalogues and price
lists.
We advise you to make use of our experience and
special knowledge on trial.
Yours faithfully,
John Smith
2. Please amend No.2 letter (in Page
13). Try to make it clear, concise and
complete.
Thank you!