外贸信函之敲门砖 — 推广信

第一篇：外贸信函之敲门砖 — 推广信

编者按：常常有外贸业务员在写英文邮件的时候，会觉得脑子里面一片空白，或者写出来的语句怎么看

怎么别扭。即使是商务英语专业毕业的朋友，也会对英文写作觉得难以下笔。其实，很多时候，书面的信函，只要了解基本的段落分层，参考一些常用的句式，并结合商业信函的特点，我们都可以写出漂亮的英文信！

在外贸过程中，我们跟买家的邮件沟通，主要集中在Marketing Letter（推广信）、Enquiry（询盘回复）、Offer（报价）以及Counter-offer（还价）环节。我们将分成三部分逐一给大家介绍。

开发新客户的时候，一封文笔漂亮、重点突出、语法标准的英文开发信，能很好地传递给买家公

司的专业与严谨。如何写有效的推广信呢？ 我们来看一个例子： K & U Metals No.23, Baizhangdong Rd., Ningbo, Zhejiang, China Website: www.xiexiebang.com, and am contacting you in this instance because I feel our company product portfolio issomething that may be of interest to you.小提示：

1）Dear 是比较礼貌的用词。Hi 则更适用于朋友之间的联系 所用。

2）尽量称呼对方的姓名。如果不清楚对方的性别，使用Dear Sir/Madam 来称呼对方。

3）第一段的第一句话一般是言简意赅的介绍“来意”（在哪 里看到的信息，这个是我们平时容易忽视的，却是买家关 注的。因为对方需要通过这个信息确认我们是否正确地了 解到他的需求。）

Some of the products we are presently manufacturing are similar or use similar materials/process and therefore it would be a fairly straightforward exercise to transfer production to our company.So far as we know, similar products in European market are made in the U.K.with very small amount of production.Our products are qualified with the same European Standard and are of the similar quality as those in your market, but with much lower cost.We believe that our products will make it more

profitable.小提示：

1）尽量如实地向买家介绍自己的产品。如果有可能，尽可能 地了解买家对产品的需求，有的放矢地介绍。如澳大利亚 做马桶生意的买家，其网站上明确提出”Only those with A/S standards will be answered.”那么Watermark 认证的马桶，就应该在邮件中明确提出”The toilets we produce pass the Watermark standard.So we think we must be the right supplier you are looking for”。

2）其次，表明自己对对方市场的了解，告知对方自己的产品 符合对方市场的标准，将有利于对方在本土市场获得更大 的利润。

If you have the time, please browse our website(www.xiexiebang.compliances and I hope we will have the opportunity to tender some of your products prices soon!小提示：

1）提供自己的网站链接（公司网址、电子商务网址），确保 您的链接是有效的、可访问的。让买家可以详细了解我们 的产品和公司情况。

Thank you for reading this.I have tried to make this letter

as brief as possible in order not to waste your valuable time and look forward to hearing from you.Kind regards Gus Lutum Sales Manager, Foreign Trade Dept.以上只是一个sample letter。我们需要根 据自己产品的特点有针对性的推销自己的产品。在这里，我们主要讨论好的推广信的共性。风格上，好的推广信是B.S.H.P

Brief(言简意赅): 不需要花过多的篇 幅介绍自己的公司和自己的产品。要知道，来自陌生人的邮件，买家不会花太多时间 去阅读。我们需要让买家快速了解到我们 是做什么产品的以及我们的重点优势，否 则，我们精心准备好的邮件就很有可能直 接进入到“已删除邮件”甚至被拉入“垃 圾文件”。所以一封有效的开发信应该主 题上和内容上都做到简洁明了，并简明扼 要地介绍自己的产品特点。

Straightforward(直截了当): 邮件第一段 直接说明“来意”。介绍产品的时候，也要直

截了当。一句话概括：“我看到你了，我适合你，我可以帮到你，你意下如何”，等等。Honest(实事求是): 过分鼓吹自己公 司、产品的专业性会让买家产生怀疑。我 们需要做的是尽量如实地向买家介绍自己 的产品，由买家来做判断。尤其是一些技 术性比较强的行业，很多时候买家就是行 业内的专家，他们能从材质等细节处判断 出产品的品质。所以，product talks（产品 自身证明其价值）。”Some of the products we are presently manufacturing are similar or use similar materials/process and therefore it would be a fairly straightforward exercise to transfer production to our company.” 远 比”We are specialized in manufacturing„” 更容易获得买家的信赖。

Polite(有理有节): Business is business。商 务场合下必要的礼节会为您赢得分数。”Your prompt reply is highly appreciated”听上去是不 是比”Please reply to me as soon as possible”更 贴心？另外，在书面信件中，尽量不要使用 pls，assp等非正式的缩写。

四要素助您写作有效的推广信 投其所好: 动笔之前，设身处地地为 对方着想。每句话都考虑迎合对方的需求（需要什么样的产品、服务）、愿望（是要 开拓新市场还是维护老客户）、好恶（投 其所好，避其所恶）和梦想。言简意赅: 不要过分追求华丽的句型。简单来说，推广信所用的语言，应该跟就 餐时的谈话一样通俗易懂。好处、利润、利益: 重点放在我们的 产品能为对方带来什么好处，而不是夸夸 其谈自己的产品和服务有多么优秀。举个 简单的例子：购买音响的人，不会关注这 部音响有多少根线（产品），他关心的是 音响的效果如何（好处）。所以在我们的 信函中，要着重告诉客户我们的产品能给 他带来什么好处，带来什么利润。

“拉关系”: 在信件中，注意多使用”You”。这样的称呼会让您在写信中不自觉地将邮件 当成与对方的对话，营造身临其境的感觉，对方读上去也更容易产生共鸣。

信函中（信、宣传册或邮件）的文字，都需要遵循简单的规则：首先，我们的信 件一定要能引起对方的注意，尤其是信件 的标题，一个好的标题能第一时间吸引对 方的注意；其次是要引起对方的兴趣。对 方有了兴趣，才会对我们的产品或服务产 生真正的需求。但是，如果对方不采取任 何行动，前面两点做的再好也没有意义。所以最后一点，在信函中，明确告知对方 要与我们建立联系，需要采取什么行动（回 信，索要产品图册或是索要样品等），激 发对方的回应（获得买家回复），为下一 步的议价提供可能。

推广信写好了，最后不要忘了检查邮 件的拼写错误。建议用word 检查，因为 邮件一般没有拼写检查功能。检查完毕，我们就可以把漂亮的邮件发送给买家了！

常用句式参考：

听说: I learnt„;I heard „

请: Please;Kindly;be good enough;Be kind enough;Have the kindness.参见附件: Attached please find „;Enclosed is „

感激: Be grateful;Be appreciated 请回复: Your prompt reply is appreciated;Looking forward to hearing from you.

第二篇：外贸信函之：如何催款(催款函文实用范本)

外贸信函之：如何催款(催款函文实用范本)外贸的大部分工作都是通过电子邮件来完成的。因为，做外贸应该掌握各种外贸函电的书写格式和要点。一般的客户开发邮件、客户维护邮件我们见得比较多，也很熟悉了。今天特意找了一篇催款函文范文。虽然此类函电不常用，但是也有必要了解，最好掌握。

催款，有一点全世界都通用，那就是得客气。外贸催款函电也属于外贸商务书信范畴，因此，也应当遵守外贸商务信函的一般规则，那就是间明扼要。不能拖泥带水，一是节省双方时间，二是以求把主题表达明确。如果太过啰嗦，则有可能出现说多错多。

（1）subject demanding overdue payment dear sirs, ac no.8756 as you are usually very prompt in settling your acs, we wonder whether there is any special reason why we have not received payment of the above ac, already a month overdue.we think you may not have received the statement of ac we sent you on 30th august showing the balance of us$ 80,000 you owe.we send you a copy and hope it may have your early attention.yours faithfully, xxx

催款函主题：索取逾期账款

亲爱的先生：

第8756号账单

鉴于贵方总是及时结清项目，而此次逾期一个月仍未收到贵方上述账目的欠款，我们想知道是否有何特殊原因。

我们猜想贵方可能未及时收到我们8月30日发出的80，000美元欠款的账单。现寄出一份，并希望贵方及早处理。

你真诚的xxx

（2）subject urging payment dear sirs, ac no.8756 not having received any reply to our e-mail of september 8 requesting settlement of the above ac, we are writing again to remind you that the amount still owing is us$ 80,000.no doubt there is some special reason for delay in payment and we should welcome an explanation and also your remittance, yours faithfully, xxx 催款函主题：再次索取欠款

原文来自 必克英语http://bbs.spiiker.com/topic-3050.html

第三篇：商务英语信函之跳槽信

Dear Sir or Madam,I am writing in application for the post of North-East Area Sales Manager, as currently advertised on your website.As you will see from my attached curriculum vitae ,I am a 26-year old graduate in Business English from Heilongjiang International University，with two years of experience in Wal-Mark Stores.My current position is department manager.I have studied extensively at training school since leaving university, going on attending courses in Negotiating Skills, Personnel Management and Marking.In addition, I have also attended various courses of International Trade.I an interested in the post advertised because it seems to me represent a opportunity I am seeking: to move into a large international company and to have more opportunity.I hope my application and my curriculum vitae will be of interest to you.I am available for interview at any time, and my present employers would be happy to supply a reference.I look forward to hearing from you.Yours faithfully,Daisy

Gxy686884@163.com

第四篇：外贸业务信函

1.向长期客户推销新产品

I enclose an illustrated supplement toour catalogue.It covers the latest designs which are now available from stock.We are most gratified that you have, for several yeas.Include a selection of our products in your mail-order catalogues.The resulting sales have been very steady.We believe that you will find our new designs most attractive.Theyshould get a very good reception in your market.Once you have had time to study the upplement , please let us know if you would like to take the matter further.We would be very happy to send samples to you for closer inspection.For your information, we are planning a range of classical English dinner services which ,should do well in the North American market.We will keep you informed on our progress and look forward to hearingfrom you.随函寄奉配有插图的商品目录附页，介绍最新设计的产品。贵公司的邮购目录多年来收录本公司产品，产品销售成绩理想，特此致以深切谢意。最新设计的产品巧夺天工，定能吸引顾客选购。烦请参阅上述附页，需查看样本，请赐复，本公司乐意交劳。本公司现正设计一系列款式古典的英国餐具，适合北美市场需求。如感兴趣，亦请赐知。愿进一步加强联系，并候复音。

2.为商贸指南兜揽广告

Thank you for your business.You arecurrently represented in our directory.This is the only directory of its kind which reaches all companies in the building and construction industry in the UK.Advertising in our directory was a wise move on your part.We are currently compiling a new edition of the directory which willbe published in April 1995.The new edition will be expanded to include major manufacturers of plumbing equipment in the European Community.For proper coverage in the directory, you ought to appear in more than one category.If you do opt for a multiple listing, you will be ableto buy space in additional categories at half price.You can be assured that the new edition will be on the desks of allthe major decision makers in the building and hardware trades.Please complete the enclosed form and return it with the appropriate fee.Thanks again for your business.衷心感谢惠顾。贵公司商号已刊登在本公司的商贸指南中。该指南乃唯一覆盖英国全部建筑公司的刊物，在此刊登广告确是明智之举。现下筹备1998年4月版 的贸易批南，新版会罗列欧洲贡同体的主要铅管业制造商。为达到出色的宣传效果，贵公司宜考虑在不同类别刊登广告。如蒙惠顾，除首个广告外，其余类别的广告将可获半价优惠。该指南将分送给所有建筑公司和五金器具公司主管。烦表填妥随附表格，连同广告费用一并寄回。专此盼候佳音。

3.请求客户作推荐人

Thank you for your letter of 2 November.We are delighted to hear that you are to pleased with the refurbishment of your hotel.As your know.in our line of work, we depend on good ,reports about our projects to win further business.Our clients always shop around and look for references before committing themselves.With your permission, we would like to use your hotel as a reference when we discuss similar refurbishments in the hotel industry.Would you agree to our suggesting that future clients should call you? It would also be most helpful if we could occasionally bring a client to look at your hotel.We would , of course , stay overnight at least.I'll call you next week to hear your reaction.Thanks again for you kind words.从11月2日的来函得悉阁下对贵饭店的整修感到满意，此消息对本公司实是一鼓励。设计行业重视声誉，客人在选择设计公司时必然会有所比较。如蒙允许，本公司欲请贵饭店作推荐人，证明有关整修的质素。未知可否让其他客户来电垂询? 此外，如获允准间或联同客户前来参观贵饭店整修，定必有莫大帮助。当然，本公司会预订房间，至少留宿一晚。

4.通知 客户价格调整

We enclose our new catalogue and price list.The revised prices will apply from 1 April 1997.You will see that there have been number of changes in our product range.A number of improved models have been introduced.Out range of washing machines has been completely revamped.Many popular lines, however, have been retained unchanged.You will be aware that inflation is affecting industry as a whole.Ws have been affected like everyone else and some price increases havebeen unavoidable.We have not, however, increased our prices across the board, In many cases, there is a small price increase, but in others, none at all.We can assure you that the quality of our consumer durables has been maintained at a high standard and that our service will continueto be first class.We look forward to receiving your orders.谨谢上新的商品目录和价格表。修订价格定于1997年4月1日起生效。产品系列有一大革新，增加了不少改良的型号，扒出一系列新款的洗衣机，但许多款的开动号仍保持不变。通货膨胀影响整个工业连带令货品价格上涨。虽然如此，本公司并未全面提升价格，调整幅度亦不大。本公司坚守一贯信念，务求出产优质之耐用消费品，迎合顾客的需要。谢谢贵公司多年惠顾，盼继续合作。

5.说明价格调整原因

I enclose our new price list , which will come into effect ,from the end of this month.You will see that we have increased our prices on most models.We have ,however , refrained from doing so on some models of which we hold large stocks.We feel we should explain why we have increased our prices.We are paying 10% more for our raw materials than we were paying last year.Some of our subcontractors have raised their by as much as 15%.As you know , we take great pride in our machines and are jealous of the reputation for quality and dependability which we have achieved over the last 40 years.We will not compromise that reputation because of rising costs.We hope, therefore decided to raise the price of some of our machines.We hope you will understand our position and look forward to your orders.现谨附上本公司新价格表，新价格将于本月底生效。除了存货充裕的商品外，其余大部分货品均已调升价格。是次调整原因是原材料价格升幅上涨10%□，一些承包商的价格调升到15%。过去40年，本公司生产的机器品质优良、性能可靠。今为确保产品质量，唯有稍为调整价格。上述情况，还望考虑。愿能与贵公司保持紧密合作。

6.回复 感谢信

We greatly appreciate your letter describing the assistance you received in solving your air-conditioning problems.We are now in our fifty year of operation, and we receive many letters like your indicating a high level of customer satisfaction with our installation.We are pleased that our technical staff assisted you so capably.We would like you to know that it you need to contact us at any time in the future.Our engineers will be equally responsive to your request for assistance.If we can be of service to you again, please let us know.Thank you again for your very kind letter.承蒙来信赞扬本公司提供的空调维修工程服务，欣喜不已。五年前开业至今，屡获客户来函嘉奖，本公司荣幸之至。欣悉贵公司识技术人员的服务，他日苛有任何需要，亦请与本公司联络，本公司定当提供优秀技师，竭诚效劳。在此谨再衷心感谢贵公司的赞赏，并请继续保持联络。

7.请客户征询其它公司

Thank you for your enquiry of 5 May concerning silk blouses.We regret to say that we do not manufacture clothing to your own designs to the highest European standards: Swan Textiles corporation The industrial zone Shekou We supply the factor with all their silk materials, I enclose a swatch of our stock materials for your examination.Should you desire any of these samples made up into finished products , we can supply the swan factory with them.We hope that this will be of help to you and wish you every success in your business dealings.谢谢5月5月日来函查询关于纡绸罩衫的事宜。本公司只生产纡绸布料，供应 纺织 品批发商和制造厂家，并没有制造成衣，因而未能接受贵公司订货，谨致万分歉意然而，本公司乐意推荐本地一家生产优质男装的工厂，相信可按贵公司设计的款式制造符合欧洲最高标准的 服装 ：蛇口工业区天鹅 纺织 品公司。该厂的 丝绸 布料全由本公司供应，随函了什样本以供查阅，如贵公司认为适合，本公司乐意负责供应所需布料。愿上资料对贵公司有所帮助。谨祝生意兴隆，事事顺达。

8.改善服务

Thank you for your letter of 26 January.I apologize for the delivery problems you had with us last month.I have had a meeting with our production and shipping managers to work out a better system for handling your account.We know we made a mistake on your last order.Although we replaced it for you.we want to make sure it does not happen again.We have devised the enclosed checklist to use for each of your future order.It includes your firm's particular specifications, packing requirements and marking instructions.I believe can service your company better and help you operations run more smoothly with this safeguard.Please contact us if there are any additional points you would like us to include.感谢1月26日来信。对上月贵公司更换所需货品，唯恐类似事件再发生，本公司生产、运输和出口部经理已商议制订更有效方法处理贵公司事务，并为此特别设计清单。随信奉上该清单，供贵公司今后订货之用。当中包括特殊规格、包装要求和樗说明等栏目，相信此举有助本公司提供更佳服务，促进双方合作。如欲增设任何栏目于该清单上，恳求惠示。

9.拒绝客户的要求

Thank you for your enquity of 25 August.We are always pleased to hear from a valued customer.I regret to say that we cannot agree to your request for technical information regarding our software security sysytems.The fact is,that most of our competitors also keep such information private and confidential.I sincerely hope that this does not inconvenience you in any way.If there is any other way in which we can help.do not hesitte to contact us again.8月25日信收悉，谨此致谢。来信要求本公司提供有关软件保密系统的技术资料，但鉴于同行向来视该等资料为机密文件，本公司亦不便透露，尚祈见谅。我真诚地希望这样不会对贵公司造成不便。如需本公司协助其他事宜，欢迎随时赐顾垂询。祝业务蒸蒸日上!

10.应付难办的客户

We have been doing business together for a long time and we value our relationship of late, we have not been able to provide the kind of service we both want.The problem is that your purchasing department is changing orders after they have been placed.This has led to confusion and frustration for both of our companies.In several instances.you have returned goods that were originally ordered.To solve the problem , I propose that on receipt of an order, our sales staff contact you to verify it.If you decide on any changes, we will amend the order and fax you a copy so that you can check it.I trust this system will cut down on delays and errors, and allow our operations to run smoothly.承蒙多年惠顾，本公司感激万分。然近来合作出现问题，令服务水准未能符合对方要求，本公司为此提忧不已。贵公司采部发出定单后，再三更改内容;更有甚者，屡次退回订购之货品，导致了双方公司工作中的混乱和困惑。为避免问题日趋严重，特此在接到定单后，由本公司销售人员与贵公司复核。若需作出改支，本公司把定单修改后电传副本，供贵公司查核。盼望上述 办法 经受减少延误，促进双方业务发展。

11.祝贺新公司成立

It has just come to our attention that you have lately opened your new European headquarters in Brussels.Congratulations on your bold venture.As you know , our companies have had a long business association in the UK.We look forward to collaborating with you in your European venture.Please let us know if we can be of any assistance to you.We will be delighted to help.We wish you the very best of luck and a prosperous future.12.非正式的预约要求

Could we meet some time this month to discuss the hypermarket proposal? We want to make decision by the beginning of next month.We would very much like to hear your thoughts before we make any definite plans.Could you choose a venue for the meeting? I can fly to London any time, Perhaps you would prefer Lyon or Paris? I leave it to you to choose.I look forward to seeing you again.您好!未知能否于本月会面，商谈有关特大自助市场的建议呢?我们准备于下月初作出最后 决定。在未订下明确计划之前，希望能咨询的意见。敢问能否选定会面地点?在伦敦、巴黎或里昂商谈都可以，悉随尊便。期待与您见面。

13.物色代理商

Our company manufactures a range of printing presses that are used successfully by companies in over 20 countries.A product specification brochure is enclosed.We are considering expanding our products to new markets and we would appreciate you assistance.In particular , we would like to identify the best agents who are currently serving the printing industryin your region.We are looking for organizations which conduct their business in a truly professional manner.They must be fully conversant with thetechnical side of the printing industry and have a comprehensive understanding of all the features of the lines t6hey represent.We would be very grateful if you could take a few moments to send us the names of three or four organizations that match our requirements.We shall then contact them to explore the possibility of establishing a

mutually acceptable business relationship.Thank you very much for your time and consideration in this matter.本公司生产的一系列印刷机，获二十多个国家的公司采用。随函附上产品规格说明书，谨供参考。现为该产品开拓新市场，希望得知贵地区从事印刷工业的代理商资料。如蒙贵公司协助，将不胜感激。如能拨冗寄来数个符合上述要求代理商商号，则感激不尽。本公司将与其联系，研究能否建立互惠互利折业务关系。右蒙惠告，不胜感荷!

14.欢迎新代理商

I would like to welcome you to our organization.We are very pleased to have you on our ream.I know that you will be equally proud of our products.Our European sales Representative, Antoine Gerin , will be in touch with you at regular intervals.Please feel to call him any time you have a problem, If I can regular intervals.Please feel free to call him any time you have a problem.If I can ever be of service, please call me.I am planning a trip to France next month, and I am looking forward to meeting you.In the meantime, the best of luck with our product line.欢迎加入本公司成为我们的一分子。相信您也会以本公司的产品为荣。欧洲销售代理安东尼·格林会定期与联络，遇有问题可与他商讨。若有其他需要，欢迎向我提出。下月我将赴法国一游，期望能与您会面。谨祝产品销量节节上升。

15.要求约见

Would you be interested in stocking a radical new departure in laptop computers? I would very much like to brief you on this great innovation.Could we make an appointment? The machine is the same size as most laptops but comes with some totally new features.The retail price will undercut its nearest competitor by at least 20%.I shall be in the UK from 1 September to 20 October.If you would like to know more, just fax or telex me.贵公司有没有考虑配置最新型号的手提电脑?本公司诚意推介该崭新产品，盼能预约时间作一介绍。该电脑体积和同类电脑相仿，但配备多项先进功能。其零 售 价较同类产品便宜20%以上。本人将于9月1日至10月20日逗留英国。如蒙拨冗了解该产品资料，烦 请函复。

第五篇：外贸求职信信函

April 6,2003

p.O.Box 3

XX University

Beijing,China 100000

Dear Sir／Madame,Your advertisement for a Network Maintenance Engineer in the April 10Student Daily interested me because the position that you de-scribed sounds exactly like the kind of job I am seeking.According to the advertisement,your position requires a good university degree,Bachelor or above in Computer Science or equivalent field and proficient in Windows NT 4.0and Linux System.I feel that I am competent to meet the requirements.I will be graduating from XX University this year with a MSC.My studies have included courses in computer control and management and I designed a control simulation system developed with Microsoft Visual and SQL Server.During my education,I have grasped the principles of my major subject area and gained practical skills.Not only have I passed CET-6,but more importantly I can communicate fluently in English.My ability to write and speak English is a good standard.I would welcome an opportunity to attend you for an interview.Enclosed is my resume and if there is any additional information you require,please contact me.Yours faithfully,Wan Long