,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Chapter V,Trade Promotion,推销,11/20/2024,1,Teaching Objectives,Know,how to do sales promotion,Know,how to introduce a commodity to a new customer,Know,how to write to an inactive customer,Know,how to recommend a substitute product,11/20/2024,2,Introduction,What are sales letters?,Sales letters are,a form of advertising,.,They aim to,sell particular kinds of goods or services to selected types of customers and thus expand your business.,11/20/2024,3,Please follow the principles to write sales letters known as,AIDA,:,attention,interest,desire and action,capture customers,Attention,arouse their,Interest,create,Desire,encourage,Action,of purchase,11/20/2024,4,Sample Letter 1 An unsolicited sales letter,Unsolicited sales letter,-to gather facts about your product or service;,-to identify several selling features that will fulfill specific customer needs;,Solicited sales letter,-an answer to an inquiry,1.Cooperative advertising,2.Prefer,We,prefer to send,the documents by airmail.,We,prefer,waiting,to,placing an order hastily.,We,prefer Chinese Green Tea,for its fine quality and special flavor.,11/20/2024,5,Sample Letter 2 A Promotion Letter,Lead-in Question:,Would you please find out the,selling features,in this promotion letter?,11/20/2024,6,Sample Letter 3 A sales promotion letter to an inactive customer,1.fill,vt.,执行(订单等)；满足(要求等),E.g.We can,fill your order for,300 pieces of bicycles immediately.,2.cease,If the buyer refuses to pay the increased price,then this agreement shall,cease,at once.,We worked,without cease,to get the project finished on time.,At last they,ceased,working for lack of capital.,The factory,ceased,production.,11/20/2024,7,Sample Letter 3 A sales promotion letter to an inactive customer,3.delay,We hope,this delay,will not cause you any inconvenience.,Please,delay delivery,until further instructions.,4.on ones part/on the part of,在方面,We regret that owing to some delay on the part of our suppliers,we are unable to get the goods ready before the end of this month.,5.assure,We,assure you of,our readiness to cooperate with you.,We,assure you that,all your enquiries will receive our immediate attention.,11/20/2024,8,a range of,The new model comes in an exciting range of colors.,We have being exported in a wide range of technology and equipment in electronics.,Sample Letter 4 Request for a demonstration or interview,11/20/2024,9,Sample Letter 5 Recommend a Substitute Product,Dear Sirs,Thank you for your letter dated March 15,2005,ordering 10000 pieces of Rainbow Raincoat Mode 2.,We regret that we can no longer,supply,the said raincoats,which are out of production.,In their place,we would like to offer our Rainbow Raincoat Mode 3.This is our new design,made of light,durable and waterproof material.The quality of this article is excellent,but the price is 5%lower.The large number of,repeat orders,we regularly receive from leading distributors is a clear evidence of the,widespread popularity,of Rainbow Raincoat Mode 3.,Full details of our export prices and terms of business are enclosed with this letter.Our,illustrated catalogues,and,sales literature,are being sent under separate cover.,You can be sure of,our immediate attention,to your order,which we are looking forward to receiving.,Faithfully,11/20/2024,10,1.supply,1v.供给，提供；,supply sb.with sth.;supply sth.to sb.,Our firm can supply you with all kinds of leather shoes.,2n.供给；货源,The present oil supply is sufficient.,The supply of fresh flowers exceeds the demand on the market.,The goods are in good/abundant/short/scarce supply.,11/20/2024,11,2.repeat order,续订单，续订货,If the first shipment is satisfactory,we can place with you many repeat order.,3.sales literature,销售资料，文字说明,11/20/2024,12,Typical Expressions,1.我们深信，贵公司对即将投放市场的这种新式电热器定会感兴趣。,We are confident that you will be interested in the new electric heater which is very shortly to be placed on the market.,2.假设你方需要额外数量的订货，我们愿给予1.5%的折扣。,If you require an additional quantity,we shall be prepared to grant you a 1.5%discount.,3.凡五月底前试订货的顾客，均可享受特别优惠条件。,Special terms will be allowed to customers who place trial orders before the end of May.,11/20/2024,13,Typical Expressions,4.这些童装由上等面料做成，剪裁考究，设计精美，款式新颖，颜色喜人，肯定会成为畅销品。,Made of superior material with fine cutting,exquisite designs,latest styles and pleasing colors,these children clothes will surely make a quick-selling line.,5.我们建议你方抓住良机，速下订单。,We advise you to take the golden opportunity and place an order promptly.,11/20/2024,14,Exercises IPut the following into English,1.促销，推销,2.工艺精湛,3.质量上乘，价格合理,4.享有盛誉,5.迎合市场需求,6.免费试用,7.特惠条款,8.珍惜与贵方的业务,9.一套产品说明书,10.美观耐用,1.sales promotion,2.exquisite workmanship,3.superior quality and reasonable price,4.enjoy a high fame,5.cater for the market needs,6.free trial,7.special terms,8.treasure/value your business,9.a set of sales literature,10.attractive and durable,11/20/2024,15,Exercises II Write a sales letter with the following given par