第四章 建立业务关系

第四章建立业务关系

Establishing Business Relations

建立业务关系函电的作用

客户是进行交易的对象,建立业务关系，实际上就是确定贸易对象，也就是客户。同潜在的顾客建立业务联系，无论是对刚成立的新公司还是对希望扩大其业务范围及成交额的老公司，都是一个极其重要的经营措施。要顺利地进行交易就要广泛地同客户建立贸易关系。在一般情况下，双方通过各自的介绍或第三者的介绍，先摸清对方的资金信用、经营能力和业务范围等重要条件，然后再进行实质性的业务探讨。贸易双方只有在相互了解、彼此信赖的基础上，才能进行积极的合作，并使双方贸易活动得以顺利地开展。

建立业务关系函电包括的内容

第一部分：信息来源,即如何取得对方的资料。一般情况，获得客户名址主要包括以下途径：

1)参加交易会或博览会

2)国内外的商会，商务参赞处或其它的商务组织

3)贸易伙伴的介绍

4)代表团互访

5)市场调查

6)客户自我介绍

7)通过银行

8)广告

第二部分：自我介绍。主要指对公司的概述包括对公司性质、业务范围、宗旨等基本情况的介绍以及对公司某些相对优势的介绍，例如，外贸经验丰富、供货渠道稳定、有广泛的销售网等，和公司产品的介绍。

第三部分：说明写信目的与请求。致函目的一般说来，出口商主动联系进口商，总是以扩大交易地区及对象，建立长期业务关系，扩宽产品销路为目的。

第四部分：表明建立业务关系的愿望并希早日回复。在结尾部分一般都是激励性结尾，都会写上一句希望对方给与回复或劝服对方立即采取行动的语句，通常以“盼早复”，“盼佳音”等来结束此类信件。建立业务关系函电写作应注意的问题

1.在书写这种信函时，要向对方表示本公司合作的诚意和强烈的交

易愿望。必要时也可向对方提供资信证明人(Reference)，以便对方按要求立即着手进行。

2.接受并答复对方邀请信函时，必须有礼貌地及时给对方完整的答

复，以便树立信誉和给对方留下良好的印象，这是接受邀请书信最重要的作用之一。即使你不能满足对方的要求，也应该及时答复，婉言说明原因，为以后可能的交易留有余地，切忌置之不理。Sample 1 出口商寻找新客户

March 1，2007

Dear Sirs,

Y our company has kindly been introduced to us by Messrs. Freeman& Co., Ltd., Lagos, Nigeria, as prospective buyers of Chinese Cotton Piece Goods. As this item falls within the scope of our business activities, we shall be pleased to enter into direct business relations with you on the basis of equality and mutual benefit.

To acquaint you with the various kinds of cotton piece goods now available for export, we enclose a brochure and a price list. Quotations and sample books will be airmailed to you upon receipt of your specific inquiry.

As to our business and financial standing, we may refer you to our

bankers, Bank of China, Yunnan Branch.

We look forward to your favorable reply.

Y ours faithfully,

Sample 2出口商要求建立业务关系

Dear Sirs,

We are indebted for your address to the Commercial Counselor’s Office of Algeria in Beijing. They have informed us that you are in the market for deep-processed mineral products with high added value. It is on this subject that we approach you today in the hope of establishing mutually beneficial trading relations.

We are a state-operated corporation handling the export and import of mineral products. Enclosed here is a copy of our export list, showing the main items now suppliable. Should you need anything not mentioned on the list, we shall do everything necessary upon receipt of your detailed requirements, to procure the said items for you.

For your information, in our trade with customers in the Asian-African countries, we always adhere to the principle of equality, mutual benefit and the exchange of needed goods thus, by our joint efforts, to promote both business and friendship to our mutual advantage.

We look forward to receiving your inquiries soon, and remain.

Y ours faithfully, Sample 3进口商寻找新客户

Dear Housewares Department:

Y our company’s name has been recommended to us by the Chamber of Commerce of London as the leading exporter of proclain products in your country. We avail ourselves of this opportunity to write to you to see if we can enter into business activities with you.