Reading report of business correspondenceContentsReading report of business correspondenceiUnit 11The Structure and Format of Business Letter1Principles of Business Letter Writing2The Formats of a Business Letter3Unit 24Establishing Business Relation4e.g.4Unit 36Enquiries and Replies6Enquiry6Reply6Unit 48Offers and Counter-offer8Offer8Counter-Offer9Unit 1 notes10Unit 2 notes11Unit 3 notes12Enquiry12Reply12Unit 4 notes13Unit 1 The Structure and Format of Business Letter 1. Letterhead 我方公司名称能2. Reference Your ref. 23TMR/AW/25 April 2004 /3/2 3. Our ref. 23PTR/xn4. Dateline 日期25th March 2005March 25th 2005 5. Inside Address 对方公司名称6. Salutation 敬称7. Subject line 主题栏8. Body 正文Paragraph one-begin with information that catches the readers attention and refer to some need or interest of the reader, or refer to the previous correspondence if there is one. Put “you” into the letter Paragraph two -bring in your involvement, or what service or information you have to offer. Put “you” and “ I “ into the letter.Paragraph three- end the body of the letter with the action or idea that you want the reader to consider or with the result you would like to have.9. Complimentary 结束敬语10. The signature 签名Yours truly,Frank W. WestonFrank W. WestonVice President, Distribution Chief of the Mineral Dept.Grand Resources Import & Export Co.11. Attention line 注意事项For the attention of Sales ManagerAttention of Mr. Standard, General Manager 12. Enclose 附件Encl 21) Price List 2) Terms and Conditions of Sale 13. Postscript 补充P.S. The catalogue will be sent to you tomorrow Principles of Business Letter Writing 1. Consideration 体谅 Try to put yourself in his or her place to give the consideration to his or her varied wishes, demand, interest and difficult. Emphasize the “You” attitude rather than the “ I ” or “We” attitude. That enables a request to be refused without killing all hope of business or allows a refusal : to do a favor to be made without harming friendship. e.g. YOU you earn 2% discount when you payWE we allow you 2% discount for cash payment 2. Correctness 正确、 Proper expression with correct grammar punctuation spelling, but also appropriate tone which is help to achieve the purpose 3. Completeness 完整 Keep the following in mind: why do you write the letter; what are the facts supporting the reasons ; whether have you answered the questions and asked or not and what has the reader expected to do. 4. Concreteness 具体 Use the specific facts and figures; put action in your verbs, prefer active verbs to passive verbs or words in which action is hidden; choose vivid, image-building words; pay attention to words orders, put modifiers in right place. 5. Conciseness 简明 Try to keep you sentences short, and avoid wordy language and redundancy, or repetition, and eliminate excessive detail6. Clarity 清楚e.g. We send you 4 samples yesterday of goods which you requested in your letter of May 10 by air. Wrong We send you yesterday, by air, 4amples of goods -which you requested in your letter of May 10. Right 7. Courtesy 礼貌sShow tactfully in your letters the honest friendship, thoughtful appreciation, sincerely politeness, considerately understanding and heartfelt respecting. Before you begin to write, think carefully about the way in which you want to influence your customer, and then express yourself accordingly, being persuasive, firm, apologetic and so on e.g.Your letter of May 5 regarding the shipment of this batch has been received. Wrong Your letter of May 5 regarding the shipment of this batch has received our carefully attention. RightThe Formats of a Business Letter There are three main formats of a business letter in use at present: the modern blocks style, the conventional indented style and the modified block style.13Unit 2 Establishing Business Relation This kind of letters begins by telling the addressee how you obtained his name and address. Then express your desire to establish business relations with him and give information about your intention, the business scope of your firm and your firms financial position and integrity. At the end of the letter, you should express you expectation of cooperation and an early reply.If you are interest to buy some products, you may ask for some samples, price-lists, catalogues or other reference materials. No matter what you are interested in buying or selling, your letter should be written politely, simply, clearly and concisely,Be sure to answer in full without the least delay after you receive any letter of this nature. Only in this way can you create goodwill and leave a good impression on the reader.e.g.establish letter Dear Sir or MadamSubject: