Unit Six Sales PromotionUnit Six Sales Promotion

Teaching Objectives:Teaching Objectives: Knowledge Requirements:Knowledge Requirements:1. To enhance students’ awareness of functions 1. To enhance students’ awareness of functions of sales promotion lettersof sales promotion letters2. To enable students to become familiar with 2. To enable students to become familiar with structural parts of sales promotion lettersstructural parts of sales promotion letters Competence Requirements:Competence Requirements:1. To read and translate letters of quotation, offers 1. To read and translate letters of quotation, offers and counter-offers.and counter-offers.2. To skillfully write sales letters according to 2. To skillfully write sales letters according to different readers.different readers.

Part One Brief IntroductionPart One Brief Introduction

• Sales letter is popularly used in phase of looking for new customers, developing new markets. In a letter to an overseas potential customer you may first introduce your company briefly, and then give the features or advantages of your products. Many tactics can be used in your letter to attract the importer and induce them to purchase. According to your actual business you may refer to providing free samples to your customers, holding an exhibition or even giving buying allowance and so on. In the end express your hope to receive the reader’s response.

• Sales letter can be sent to an overseas customer, representative, or distributor after the relationship has been established. As an exporter, it is important wok for you to build and maintain that relationship. The exporting company should keep contacts with the potential customers frequently no matter that they have given an order or not. By doing so you could make sure that you are notified of any change, including prices, personnel,

address, and phone numbers etc. For many companies, themost efficient way is monthly or quarterly visits to their customers. Goods such as machinery and equipmentoften involve large sums of money. Regular visits can answer the customer’s technical questions about how the machinery works. If the exporting firm cannot afford such frequent travels, it may use letter, fax, e-mail, and telephone to keep the working relationship active and up to date. This commitment to the business relationship, although not absolutely necessary, ensures that both the company and the product maintain high visibility in the marketplace.

Another kind of sales letter is called follow-up letter. It is often used to urge the importing company to make a prompt decision. It can also be sent after quotation when you get no response from the receiver. In such a letter, first you should refer to the customer’s inquiry and to the offer you have previously made; then express regret or surprise that no

order has been received and discreetly ask about the reason. Next it is possible to push the contraction further if you put forward some favorable new points and arguments in the follow-up letter of sales. And the letter will end with the repeated hope that the customer will take advantage of the letter.

Part Two Sales Promotion LettersPart Two Sales Promotion Letters

• 2.2.1 Analysis of Specimen Letter: Selling Products to a New Customer

• Vocabulary:

• highly efficient heating unit 高效率发热元件• one-time shaped adj. 一次成型的• composite adj. 复合的• inner container 内胆• seepage n. 渗漏• corrosion n. 腐蚀• scale n. 水碱，水锈• rust n. 铁锈• multi-protections 多重保护• sanitary adj. 卫生的，清洁的

• A good sales letter must follow the principle know as AIDA, that is:

Attention— to catch the reader’s attention by introducing your products or services;

Interest— to arouse the reader’s interest to focus on the information you provide;

Desire— to stimulate the reader’s desire by offering favorable conditions;

Action— to induce reader to make a decision and take action of purchase.

2.2.2 Skills for Writing Structural Parts of Sales Promotion Letters

Section 1: To arouse attention

• Sales promotion letter are always come without expectation. So the beginning of your letter should make an appeal to some particular buying motive. It may begin with a question, an instruction, a quotation or an attention-grabbing short story. Sometimes if required, it may even begin by suggesting the very opposite to what you want.

• Examples: Would you like to reduce your rising domestic fuel costs? Why not enjoy the colorful spring by joining the flying Horse

Tourist Group after a completely busy winter? Just imagine how comfortable you are when you stretch out

those tired limbs on our newly developed Snow water bed. Are you having trouble getting your important documents

formatted correctly? Dread cleaning up the dirty windows of your house? We will

do it for you at a price you can't afford to pass up! How to become a Citizen of the World without leaving the

comfort of your home? We'll make it possible for you! Name your favorite Granny cookie and win a $30 gift

certificate!

Section 2: To create interest and desire

• Once you have caught the reader’s eyes then you should persuade them to buy your products or services you are going to sell by describing them. Features and advantages will be emphasized in the introduction. It is no using only saying “the best” or “latest” in your letter. You need to provide clear, specific information that will explain to the reader why they should be interested in buying your products or service. Convince them that your claims are accurate and support your comments by evidence—research, figures, facts or opinions.

• Examples: Our recent researches and tests have showed that rooms

with our newly developed Energy Savers stay • warmer and require 20 percent less fuel than those rooms

of the same size without the usage of the savers. Our new savers are popular because they are able to store and reflect heat in a much more efficient way. Read the enclosed brochure, you will find that the self-stick backing makes them easy to install by yourself.

We are a state-owned company dealing specially with the export of tablecloth. We are in a position to accept orders according to the customer's samples. In the customer's samples, request about the assorted pattern, specification and package of the needed goods can be indicated particularly.

 The large memory of our handheld PC will allow you to run the latest, most sophisticated software. No more need for a separate fax machine.

Our high-speed modem provides hassle-free online access. With our DX200 Digital Phone, you'll get the whole world at your fingertips!

Sweet, nourishing, fragrant and in natural color, “Hony” brand canned mandarin oranges are definitely superior.

Our Diamond Clamps are of reliable performance, high quality, long life and simple construction. The specifications available include 200, 300, 350, 500, 600mm. orders are welcome.

They are not only as low-price as the goods of other makers, but they are distinctly superior in the following respects.

The enclosed samples should suit you as an introductory line; we reserve the whole lot for you to be delivered any time within the next tree week.

Glass tea infuser fits in the center for loose tea and can be removed for making flower tea. They can be used over and over again to make the perfect pot of tea. A wire grid is included for use on electric stoves, the grid is not required for gas stoves. It always uses medium or medium high heat in dishwasher and microwave safe. Beautiful glass warmer is used to keep your tea with proper temperature.

We have rich experience in designing fine porcelain coffee set. We guarantee that the products are made of the best material with first class workmanship and comply in all respect with high standards of fashion. Would you like our products? We will be happy to receive your order an, if you desire, your own design.

Section 3: To offer conviction and motivate actions • In this step all efforts aim to stimulate your readers to make

decision to purchase. Politely and resolutely provide information about what kind of preferential policy they would get if they take prompt action.

• Examples: Use our Fast Microwave Oven for two weeks absolutely free. If for any reasons you find the model machine unsuitable to

your needs, we will replace your order or refund you. Why wait? Come and buy right now since a special discount

of 15% will only be offered for a month. Don’t delay! Those who order by October 5 will receive 100

Oriental Design Christmas cards free. You may be interested to know that our new discounts for bulk

purchase came into effect on June 1st. To celebrate the opening of our new store, we’ll take 10% off

any item you purchase before May 31. We’ll offer you a limited number to be sold at 15% below list

prices. On these sales we shall allow you a special discount of 10%.

You will receive a special discount of 15%, an offer to be maintained until May 31.

This offer is good through May 31. The program will run from May 15 to May 31. To take advantage of this special offer, CALL

NOW! To order, call today 1–0–000–0000. Go ahead and win a most stylish Eleganza W

atch of your choice! The contest ends May 31. This offer ends May 31 and will not be repeat

ed. For more information, call at 021-76987897, or visit our website http://www.3517888.com.

May we expect a trial order from you while prices are so greatly in your favor?

Section 4: To describe future development or express your hope

• NOTE: Emphasize the benefits rather than the features of

the product or service. Use active voice in picturing the reader enjoying the

use or performance of the product or service. Focus on one of the main appeals. Subordinate the price, unless it is an obvious

bargain, by mentioning it after most of the benefits have been listed.

Use a promotion piece, for example, an enclosed brochure, to illustrate the details of the product or service.

Specify the action by providing the ways of obtaining the product.

2.2.3 Specimen Letters for Sales Promotion2.2.3 Specimen Letters for Sales Promotion

Specimen letter 1: Introduce Product to New Client (1)• Dear Mr. Jones, • We understand from your information posted on Alibaba.com th

at you are in the market for wool sweater. We would like to take this opportunity to introduce our company and products, with the hope that we may work with Bright Ideas Imports in the future.    

• We are a joint venture specializing in the manufacture and export of textiles. Bright brand wool sweater is our knock-out product. This kind of sweater is exclusively made from local best quality pure new wool, which has unique features giving natural warmth and comfort with proper elasticity and soft feeling. The large number of repeat orders we regularly receive from distributors and dress manufacturers is a clear evidence of the widespread popularity of this brand.

• We have enclosed our catalog, which introduces our company in details and covers the main products we supply at present. You may also visit our online company introduction at Http://xxx.alibaba.com which includes our latest product line.

• Should any of these items be of interest to you, please let us know. We will be happy to give you a quotation upon receipt of your detailed requirements.

• We look forward to receiving your enquiry soon.• Yours Sincerely,• John Roberts• Sales Manager

Specimen letter 2 ： Introduce Product to New Client (2) Dear Sir,• Great interest was aroused at the recent Arts & Crafts product exhibiti

on in Beijing by the largest carpet manufacturer in China. Numerous enquiries and orders have also come for the beautiful hand-woven carpets.

• Our carpets are preferred for the following:• Appearance• Elegant designs with different sizes cater for the customer’s needs.• Prices• Superb quality with prices much lower than those from other sources.• Comfort• Carpets are made from wool and silk, so they are giving the feeling of n

atural warmth and comfort.• You will be interested to note that our annual production is 20 000 piec

es. Recently we have received enquiries from Japan, Germany, Australia and South Africa. We are convinced that our carpets will be exported to more countries in the near future.

• We are glad to enclose our illustrated catalogue, and will send you our best quotation as soon as we hear from you.

• Yours faithfully,• ……

Specimen letter 3 ： Introduce Product to New Client (3)

• Dear Sirs,• You may be interested to know something about the new p

roducts developed by our technicians. This kind of new products sells very well at our market.

• Because of its successful sales in our country, we think there will be a potential market abroad. So we are sending you some samples by separate posts and would welcome your advice as to whether, in your opinion, there will be a ready market in your district. 

• If you think you can find a good market for the new products, we can supply you on the most favorable terms in order that you can promote our new products to the potential customers.

• We are awaiting your early reply.• Sincerely yours,• ……

Specimen letter 4 ： Introduce Product to New Client (4)

• Dear Sirs,• We are sending you with pleasure by fax a copy of our late

st catalogue of our” Spring Flower” Vacuum Cleaner, from which you will understand why it is difficult for us to meet the needs of markets.

• The high quality of our products is well known and universally acknowledged and we are confident that they will be welcomed in your market. In order to popularize these cleaners, all the catalogue prices are subject to a special discount of 20% during this month only.

• We are offering you good products on generous terms and wish to have your early orders.

• Sincerely yours,• ……

Specimen letter 5 ： Old Price to Favor Old Client

• Dear Mr. Henry,• Thank you very much and your order No.392.• Unfortunately, in common with other suppliers,

our prices have risen since you placed an order with us two years ago. This is due to the rising cost of raw materials. However, you will be pleased to hear that we have decided to supply your current order at the old price as you used to be our regular client. I will keep you fully informed about the progress of your order.

• Yours sincerely,• Tony

Specimen letter 6 ： Introduce New Products to Old ClientDear Sirs,I enclose an illustrated supplement to our catalogue. It covers the latest designs which are now available from stock.We are most gratified that you have, for several years, included a selection of our products in the mail-order catalogues. The resulting sales have been very steady. We believe that we will find our new designs most attractive. They should get a very good reception in your market.Once you have had time to study the supplement, 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 hearing from you.Yours faithfully,……

Specimen letter 7 ： To Renew Relation with an Old Client (1)• Dear Sir,• We haven’t received any enquiry from you over the past twelve

months. Up till then we counted you among our steadiest customers. We were confident that we were serving you with quality products and efficiency. Every year, your order came in and was filled satisfactorily.

• When your order ceased, we thought it might be a delay in your ordering cycle. Now we wonder whether some failure on our part has caused you to seek supply elsewhere. We can assure you of our improved fulfillment procedure and our larger warehouse. We can provide a greater variety of products and quicker response than a year ago.

• We treasure your business. We are anxious to know what we can do to resume business relations with you. Your reply shall meet with our immediate attention.

• Sincerely yours,• ……

Specimen letter 8 ： To Renew Relation with an Old Client (2)• Dear Sirs,• Looking though our records we note with regret that we have no

t had your order since last June. As you were one of our regular clients, we are very much concerned if you have been dissatisfied either with our goods or with the way in which we have handled your orders.

• Would you please fill out the enclosed reply card if you have encountered some problems with us? We will give your comments immediate attention.

• We think you may be interested to know that we have recently been appointed as sales agents of three leading American personal computer manufacturers. We now have a wide range of first-class PCs at very attractive prices for your choice. In view of our friendly business relations, we can offer you a special discount provided that you place an order again.

• We enclose a new catalogue of the goods for your reference and look forward to your renewed order.

• Yours faithfully,• ……

SummarySummary

Sales letter, as a particular kind of commercial letter, its purpose is to persuade your costumers to purchase your products or services supplied by your company or your suppliers. A good sales letter will help you to make profits, expand your business scope and raise the commercial image and reputation of your company. To achieve these goals successfully you should also write from another aspect -- know your reader and write from his perspective. Emphasize your reader’s needs and how your product will help him in specific ways in your letter.

The Standard Letter Model:

ExercisesExercises• I. Choose the best answer to fill in the blank:• 1. As this product is now ________ great demand and the supply is rather

________, we would recommend you to accept this offer as soon as possible.

• A. in …limited B. in… limiting C. of …limited D. at… limiting• 2. Our latest design has own worldwide ________.• A. popular B. popularity C. popularly D. popularize• 3. All our products are subject to strict inspection before export and enjoy an

excellent reputation on international markets. But for any possible deterioration for which we __________ liable, we shall always be ready to compensate.

• A. find B. found C. are finding D. are found• 4. A set of ________ about our new products has been sent to you _______

separate cover and we think it to your advantage to purchase them.• A. description… in B. literature…by • C. prescription…with D. instruction…for• 5. The gloves are made _________ superior genuine leather and can be

supplied _________ various designs and colors.• A. of … in B. from … with C. with … in D. in … at

• Answer:

• 6. _______ in quality, _______ in price, ________ in design, our portable recorder sell fast all over the country.

• A. superior… cheap… stable B. excellent… reasonable… advanced

• C. excellent… reasonable… skilful D. superior… moderate… novel• 7. We deem it _______ your advantage _______ avail yourself _______ our

offer for 1,000 tons walnut.• A. in… to… of B. in…as…for C. to…to…of D. of… as…for• 8. We feel sure that a fair comparison ________ quality between our canned

goods and those of other suppliers will convince you _______ the reasonableness of our quotation.

• A. with… of B. in… of C. for… in D. on… in• 9. No discount will be granted_______ you could place an order of more tha

n 1000 dozen.• A. until B. unless C. otherwise D. except• 10. In view of the large demand of the goods, we suggest you to ______ fast

and place an order with us as soon as possible.• A. decide B. take action C. work D. run

• 1. A 2. B 3. D 4.B 5. B • 6. D 7. B 8. C 9. B 10. B

II. Fill in the blank with appropriate words:

• Come to Biz Mart for the lowest (1) _________, the • best (2) __________ and the most sophisticated (3)

__________ for the office. Garden Home Inc. have • been known (4) _______ the past ten years (5) • ________ our excellent craftsmanship. If you decide • to (6) ________ advantage of this offer, please call at • 010-686887197 to (7) _________ an order. • (8)_________ a special offer to new customers, we • will install the system (9) _________ you • (10 )__________ no added cost.

Answer:2. service 3. craftwork 4. in 5. for6. take 7. place 8.As 9. for 10. without

III. Translate the following sentences into Chinese:• 1. Our stocks include a wide range of first-class business

translation software at very completive price. They have the correcting and automatically storing system. From the catalogues enclosed, you will find that our prices are much lower than those in the market.

• 2. The wood is excellent in joineries and woodworking as well as in construction work.

• 3. Though the price is US$ 100, the improvements made on the order model certainly more than offset the difference of US$ 5 in price.

• 4. According to the appraisal made by the Department of Science and Technology of the Ministry of Geological and Mineral Products, the Cloud Mountain Mineral Water is proved to comply with the National Standards of Drinkable Natural Water. It is an excellent kind of drinkable natural mineral water of low content of sodium.

• 5. We are willing to offer you the latest toys that are attractive, durable and reasonable priced. They are of various patterns and for children ages. We are sure that the toys will be popular among children and good for their intelligence.

• 1. 我方存货包括许多种类的一流商务翻译软件，其价格很有竞争力。这些软件具有改正和自动存储系统。贵方从所附目录单中可以看到，我们的价格要比市场价低得多。

• 2. 该木材是细木工制品、木制品及建筑工程上好的材料。

• 3. 虽然价格是 100美元，但该型号是在原先型号上做了很多改进，这足以抵消价格上 5美元的差异。

• 4. 经国家地质矿产部科学技术司主持鉴定，白云山矿泉水符合国家天然矿泉水饮用标准，属低钠优质饮用水。

• 5. 我们有意向贵方提供最新款的诱人耐用、价格合理的玩具。玩具的种类很多，适合于不同年龄的儿童。我们相信这些玩具会受到孩子们的喜爱，并对他们的智力开发大有益处。

IV. Translate the following sentences into English:

• 1. 我们打算清仓，若你方购买 300套以上，我方可给你打 7折。

• 2. 我厂最近又开发出珍珠牙膏系列产品，受到国内外消费者的青睐。

• 3. 凭此优惠劵你在“聪明孩子”玩具品店购买商品可以享受 9折优惠；购物满 400港币，可获精美礼品一份。

• 4. 考虑到你我之间长期的业务关系，我们对于你方一次订购 1000件以上的订单给予 5%的折扣。

• 5. 我们公司已有 10年的出口经验，下属工厂月生产 50万套男士衬衣，全供出口。

Answer:1. We are going to clear our stock by offering you a special discount of 30% if you purchase at least 300 sets.2. The Pearl King, the latest achievement of our company, is very well-received by customers at home and abroad.3. This coupon entitles you to enjoy a 10% discount of regular-priced items and receive a free gift with any purchase of HKD 400 at Wise-Kids Toys.4. Considering the long business relations between us, we have decided to grant you a 5% discount on an order over 1000 pieces.5. We have 10 years experience selling overseas. Our factory produces 500,000 men’s shirts per month, all for export.

V. Translate the letter into Chinese: • Dear Sirs,• We take the liberty of sending this letter to you to acquire

some new information about your interest towards our pulley products.

• We think you have received the sample and illustrated catalogues that we send you three months ago. However, to our surprise, up to now we still haven’t got your response whether you were satisfied with them or not.

• Have you had an opportunity of checking the sample and relevant report? Didn’t our pulley meet your requirements? Or you have found other better supplier?

• Whatever the reason, we are keen on receiving your reply at your earliest convenience so that we can make timely arrangement to improve the quality and related service of our products.

• Yours truly, • ……

• Answer:• 敬启者：• 我们冒昧再次写信以获取你公司对我们生产的滑轮产品

的最新消息。• 三个月前寄送的样品和产品插图目录想必一定收到，但

是使我们感到纳闷的是，直至现在我们仍然没有收到你公司对我们产品是否满意的回复。

• 我们不知道贵公司有没有抽空看过我方的样品及相关的产品报告，是不是我们的滑轮产品尚未达到你方要求，或者你方已经找到了其他更理想的供应商？

• 无论哪种原因，我们热切期望早日收到贵公司的回复，以便我们及时做出安排，改进产品的质量与相关服务。

• 谨启

VI. Translate the letter into English:• 敬启者：• 你公司 8月 3日的来函收悉， 很高兴你公司对我们的

茶叶感兴趣。现随函寄上最新目录及价目表一份。请注意，价目表上所列第 1- 15 项均可供应现货。我公司经销的各种品种、牌号的茶叶均为中国名茶，品质上等，远销欧、美、亚、非各洲众多国家和地区。

• 已另邮航寄可供现货的三种名茶样品，这三种茶叶在你地一直颇受欢迎。有关详细介绍，请参阅目录。

• 你方若需了解上述目录及价目表中未涉及的情况，请告。• 期待接到你公司的订单。• 此致

• ABC 茶叶进出口公司• 经理 刘刚• 谨上

• Dear Sirs,• We have received your enquiry of August 3 with thanks, and

are glad that you are interested in our tea. Enclosed is our latest catalogue and price list for tea. Please note that items No. 1- 15 listed in the price list can be supplied from stock.

• The various kinds of tea with different brands which we handle are all famous Chinese tea, superior in quality and have been sold to many countries and regions in Europe, America, Asia and Africa.

• And we have already, under separate cover, airmailed to you samples of the three kinds of famous Chinese tea now available from stock, which are all the time popular at your end. For details, please refer to our catalogue.

• Should you need further information not yet covered by the above- mentioned catalogue and price list, please do not hesitate to let us know.

• We are looking forward to your order.• Yours sincerely,• ABC Tea Import & Export Corp.• Liu Gang• Manager