外贸英语函电 销售促销

1Unit7SalesPromotionUnit7SalesPromotion销售促销7.1Introduction7.1Introduction（简介）（简介）目的：掌握如何撰写一封有效的促销信函。必须具有以下四个特征：吸引注意（Attention），激发兴趣（Interest），产生购买欲望（Desire）和导致购买行动（Action）。促销信函应以诱人的开头来吸引对方的注意力，然后，通过介绍产品或服务的特征（Feature）、优势（Advantage）和利益（Benefit）来引起对方的兴趣和欲望，并最终导致对方采取购买行为。并最终导致对方采取购买行为。2一般说来，在撰写促销信函时，应注意以下问题：（1）促销信函不可冗长，应以简短为上，否则会给人以负担。（2）在介绍产品或服务的特征优势和利益时语言要清楚（2）在介绍产品或服务的特征、优势和利益时，语言要清楚、简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不实的感觉。（3）促销信函的口吻要有亲切感，多使用敬称。（4）要使对方明了能从你所推荐的产品或服务中受益。（5）促销信函不仅在外观上要吸引人，而且信函一开头就要能引起读者的兴趣。7.2WritingSkills7.2WritingSkills（写作技巧）（写作技巧）促销信函的写作步骤及常见表达方式：写作步骤表达方式tbdf（由制成）（1）介绍所促销的产品，使对方了解tobemadeof…（由……制成）tobemoderateinprice,superiorinquality,excellentincraftsmanship,andnovelindesigns…（价格公道，质量上乘，工艺精湛，设计新颖……）tobebeautifulinpattern,elegantinstyle,并对该产品产生兴趣matchingincolorsandskillfulinworkmanship…（式样优美，款式典雅，色泽和谐，做工考究……）tobefamousfor…（以……著名）3tobewell-knowfor…（以……闻名）tosellwell/fast…（销路很好）tomeetwithwarmreception…（很受欢迎）tohave/find/commandagood/readymarket/sale…（畅销）tobepopularwithcustomers…（受到顾客欢迎）（2）进行商品比较，体现本产品tocomparefavorablywith…（优于）tobe形容词比较级than…（比……要……）acomparisonwillconvince…of…（比较会体现本产品的优势，进一步激发对方的兴趣使人相信……）tomakeacomparisonof….inrespectto…（作有关……的比较）（3）给予对方定的togive…thefirstchance…（给予……优先）对方一定的优惠条件，诱发对方的购买欲望tooffer/allow/give/grant…a…discount…（给……折扣）4（4）表述对方toadviseyoutoavailyourselvesof…inyourowninterest…（建议你方……为了自己的利益）todeemittoone’sadvantagetodo…（4）表述对方可以从中获益，引起对方最终的购买行为g（认为……对……很有利）toadvise…toworkfast…（劝……尽早做决定）tobeacceptableto（可以为接受）tobeacceptableto…（可以为……接受）7.3SpecimenLetters7.3SpecimenLetters（样函（样函））Letter1：ProductpromotionDearMr.Jones,Asyoumayknow,considerableinterestwasshowninournewproductfollowingitsrecentintroductionintooverseasmarkets.Webelieveyoumaybeinterestedinpersonallyevaluatingitsoutstandingqualities,andhavetakenthelibertyofforwardingunderseparateairshipmentdirectlytolibertyofforwardingunderseparateairshipmentdirectlytoyourattention.5Customerswhohaveorderedthishighlyinnovativemachineonatrialbasishavepraiseditsuniquefeatures,especiallyitscompletelyautomatedoperation,andhaveplacedrepeatedorders.BittithiltihiitByintegratingthisrevolutionarynewmachineintoyourmanufacturingsystemwefeelsureyourproductionvolumecanbesubstantiallyincreased.Wearelookingforwardtoyourreply.Verytrulyyours,yyy,RobinWilliams7.4FocalWords7.4FocalWords（焦点词汇）（焦点词汇）chargev.收费，索要，把……记帐，使承担，指控，使充满Heischarged5dollarsformendingapairofshoes.Thenewappointedmanagerischargedwithheavyresponsibility.n.费用，掌管，责任，指控，负荷Sampleswillbesentfreeofcharge.pgThemanagerassumesfullchargeofthebusiness.chargeable:adj.可以控诉的，应付费的，应由某人负责的Theseexpensesarechargeableonhim.6concernv.涉及，使关心Thisnegotiationisconcernedwiththepaymentterms.Thebusinessmanisconcernedforthediscount.n.利害关系，关心Itisamatterofutmostconcern.Hehasshownhisconcernforthequality.concerned:adj.有关的，关切的AllpartiesconcernedshouldattendthemeetingAllpartiesconcernedshouldattendthemeeting.concerning:prep.关于Pleaseinformmeconcerningthismatter.drawv.抽出，汲取，开立（票据），草拟Samplesaredrawnfromthebalesatrandom.Thewaterisdrawnfromthewell.WearegoingtodrawtheL/CwithinthisweekWearegoingtodrawtheL/Cwithinthisweek.Theywilldrawadocumentnextweek.n.抽签，有吸引力的事物，平局Thisbusinessisagreatdraw.Thegameendedinadraw.drawee:n.受票人，汇票付款人drawer:n.抽屉，开票人，汇票发票人7payv.支付，有利Howmuchdoyoupayforit?Itwillpaytodothatbusiness.n.工资，薪金equalpayforequalworkpayment:n.支付，付款Bothsideshaveagreedonthepaymentterms.bldj可付的应付的payable:adj.可付的，应付的payer:n.付款人payee:n.收款人stipulatev.规定，订定Itisstipulatedthatthepaymentshouldbemadewithinathmonth.Weregrettofindthatthegoodsarenotpackedasstipulated.stipulation:n.规定，条款，项目ThetransactionissettleddownwiththestipulationofdirectThetransactionissettleddownwiththestipulationofdirectshipment.87.5UsefulSentences7.5UsefulSentences（实用语句）（实用语句）1.Ourgoodsaremoderateinprice,about10%lowerthanourcompetitors’.2.OurproductshavebeenenjoyingfastsalesinEurope.3.Beingmoderateinprice,excellentincraftsmanship,anduniqueindesign,ourproductsareverypopularwiththeyoung.yg4.Thequalityandpricesofourproductscomparefavorablywiththoseyouarenowusing.5.Wearegivingyouthefirstchanceinviewofyourprevioussubstantialorders,butweshouldappreciateapromptreply.6Wegiveyouthisspecialdiscountfortheorderwith6.Wegiveyouthisspecialdiscountfortheorderwiththeviewofdevelopingthebusinessrelationsbetweenus.7.Toencourageyoutoplaceorderswithus,wewouldallowfora3%specialdiscountforanyorderreceivedtthdfStbattheendofSeptember.8.Asthisproductisnowingreatdemand,wewouldrecommendyoutoacceptthisofferassoonaspossible.99.Wedeemittoyouradvantagetoavailyourselvesofouroffer.10Wblihhbbl10.Webelievethattheabovetermsareacceptabletoyouandawaityourfinalorderwithkeeninterest.11.Inviewofthehugedemandofthisproduct,weshouldadviseyoutoworkfastandplaceanorderwithusassoonaspossible.