ch08 Sales Promotion

SHOU Yangwei
10
Unit 8 Sales Promotion
We presume that you may be interested to know that we have made a series of improvements in our products, both in workmanship and in packaging. Under separate cover, we have sent you some new models of the items you used to order. After inspecting these samples, you will find that they will meet your requirements well and will induce you to resume and develop our friendly business connections. We look forward to receiving your positive response.
Unit Eight Sales Promotion
Lecturer: Yangwei
Unit 8 Sales Promotion
1 Sales Letters • 与一般的商业信函不同，这种推销信并不是针对特定客户 写的，因此在信内无地址和收信人。 • 信要短，否则没人愿意看 • 要使这类信函具有吸引力，包括外观上的吸引力和内容上 的吸引力。 • 信封上称呼特定化，将会使这类信函更具有吸引力 • 精致的制作 • IDCA or AIDA
SHOU Yangwei 14
Unit 8 Sales Promotion
3. 你11月15日来信收到，谢谢。货号2112电扇歉难推销， 因为你方价格太高，买方无意还盘。 We thank you for your letter of November 15th. We regret being unable to promote these electric fans Art. No.2112, because your prices are too high to interest buyers to make a counter-offer. 4. 关于申请参加广州交易会一事，我们正与有关当局联系。 一俟申请获准，当即通知你方。
The idea of velvet textured nylon came to us from a coat bought in Paris for £85 as a birthday present for his wife by one of our directors.
SHOU Yangwei 7
Velvet textured nylon is a really superb material, soft and lovely, light in weight and surprisingly warm. So don’t delay and send your order today. Just fill in the enclosed card giving us the particulars we need and we will dispatch your coat immediately on the clear understanding that you may return it without obligation if you are not completely satisfied with it.
In regard to the application for attending the Guangzhou Fair, we are contacting the relevant authorities and will inform you as soon as the application is approved.
SHOU Yangwei 6
Unit 8 Sales Promotion
Later on, these coats will be offered to the general public, but because of limited stocks we are at present offering them only to our regular customers and until 30th September are allowing a special discount of 10% for cash.
---- provide some facts, 但应避免引用真实的姓 名而带来的不必要的争议 ---- offer opinions of the respected, the famous, etc
SHOU Yangwei 4
Unit 8 Sales Promotion

INDUCE ACTION
Unit 8 Sales Promotion
The only noticeable difference between “hers” and “ours” is that hers has a loose taffeta lining, while ours have luxurious nylon satin linings stitched on to the coat. Ours are also more practical because they are washable.
----最常用的手段是附带邮资已付的信封或其它方 法（参见P131），要求对方订购。但无论用哪种 方法，切记不要使这份订购或者说读者签名以后， 就如同受到合同般的约束，或者必须承担某种义 务。
SHOU Yangwei
5
Unit 8 Sales Promotion
补充阅读 一封推销信函 Dear Madam, Every woman dreams of having at least one really beautiful coat and here is a splendid opportunity to make that dream come true. As you are one of our regular customers we want you to know about our completely new velvet textured nylon coats. They are made in a wide range of attractive styles and colors and are as rich-looking and beautiful as much more expensive coats. From the photographs in the enclosed brochure you will understand why, at their amazingly low prices, they are such splendid value for money.
SHOU Yangwei
11
Unit 8 Sales Promotion
3 Follow-up Letters(随访信) • 有些公司的随访信是以印制好的表格形式出现写 • 这类信的原因是对方无回音，目的是为了得到进 一步的信息，如对于我方针对对方的询价所提供 的报价一事，对方却没有任何回应，因此试图找 到原因。所以措词应谨慎，小心。值得指出的是： 在随访信中应适时提供一些新的信息供对方参考， 最后当然是以希望对方采取行动的语句结束。

CREATE DESIRE

sustain interest
SHOU Yangwei
3
Unit 8 Sales Promotion

CARRY ICTION: How to persuade the reader
---- give tangible descriptions
----在sales letters 中所报的价格或质量等内容， 应该严格措词，避免导致信任危机。
SHOU Yangwei
13
Unit 8 Sales Promotion
2. 由于所需的品种目前无货供应，我们想推荐下列 库存产品，可以即装，我们这一推荐是照顾到双 方利益的。 As the required articles are not available, we wish to recommend the following items, which can be supplied from stock for prompt shipment. The recommendation is made to our mutual benefits/in the interest of both parties.
SHOU Yangwei
2
Unit 8 Sales Promotion
写作步骤：

AROUSE INTEREST 信的开头就要能够抓住读者的注意力，使其愿意继续 往下读 要想实现这一目标，必须明确对产品的定位和消费者 群体的定位，以确保有效阅读率。what does the reader really want?
SHOU Yangwei 9
Unit 8 Sales Promotion
试图恢复中断的业务关系
Dear Sirs
In casting a retrospective glance at our accounts for the past years, we learn that we have not had any orders from you for quite a long time. Assuming that you are still in the market for the goods we handle, we would be grateful if you would inform us of the intentions and purposes of your imminent sales. If you have any comments or suggestions in respect of placing orders with us, please let us know so that we may give it our careful study.