Unit2LettersofEstablishingBusinessRelations

Teaching Objectives
By learning this unit, students are supposed to be able to
1. Identify theletter layout and writing style
2. Comprehend how the writing strategies achieve the effects
3. Grasptheuseful expressions used in the letters
4. Accomplish a stimulated writingin practice
Teaching Focus
1. Special structures and expressions
2. Writing devices and tips
3. Writing practice
Teaching Hours
Presentation: 2 hours
Practice: 3 hours
Teaching Methods
Presentation
Media demonstration
Group discussion
Tutorial
Teaching Aids and Environment
Writtensamplepapers, multi-media facilities
Teaching Procedures and Contents
I. Presentation
1. Lead-in: Review what we have learnedbefore; explain the 7C principles in writing business letters: clearness,
comprehensiveness, conciseness, correctness, consideration, courtesy and conscientiousness
2. Under what conditions is a letter establishing business relations written?
Establishing business relations is the first step in dealing with and developing mutual trade. The business
growth and broadening depends on the establishment of business relations. So it is a very important part to write
business letters in business communication. To establish business relations is to know about your clients including
financial credit, business lines and capacities, and the intention of trade contacts.  In international trade, one may
establish business relations with other countries, or firms and companies through the followingchannels:
(1) Banks
(2) Chamber of Commerce
(3)Trade Directory
(4) Business associates of the same Trade
(5) Commercial Counselor’s Office
(6) Commercial Office of a Foreign Embassy
(7)Advertisements
(8) Exhibitions and Trade fairs
(9) Market survey
(10) Recommendation by a business friend or a client;
(11) Other sources
3. The following contents should be expressed in letters of establishing business relations:
1) Telling the reader how we obtain the business lines and addresses;
2) Expressing thestrong desire to establish the business relations and co-operations;
3) Introducing the company including: features, business running and types of commodities;
4) Stating what kind of products to promote or to buy;
5) If necessary, offering the informationreferences to help understand the credit information;
6) Tellingabout anenclosureto help understand more about the company such as: brief introduction, catalogues,
price lists and pamphlets etc.
Please remember to reply as required promptly and politely even if you are unable to meet the needs. The
reason should be told in reply so as to leave space for the next dealing.
Sample Letter-1
Gentlemen:
Your name and address have been given to us by the Commercial Counselor’s Office of our Embassy in Pakistan.
We are now writing to you in the hope of entering into business relations with you on the basis of equality and
mutual benefit and exchanging what one has for what one needs.
We are very well connected with all the major dealers here of industrial products, and feel sure we can sell large
quantities of industrial goods if we can get your offers at competitive prices.
We invite you to send us details and prices, possibly also samples, of such good as you would be interested in
selling, and we shall gladly study the sales possibilities in our market.
On the other hand, please favor us with a list of those goods you are interested in obtaining from us so that we
might be able to quote on some and give you all the necessary information regarding supply possibilities.
We look forward to your favorable reply.
Yours faithfully,
4. The style ofletters of establishing business relations:
1. The company offers the wish to express the goodwill and purpose of establishing business relations;
2. The company is sincere and frank to tell the detailed information about the company so as to be accepted as
a business partner;
3. Therequirements to get a reply areneeded even if youdisagree.
4.  The language should be formal, lively and understandable by using plain, familiar expressions and varied