商务英语情景会话
Part One Building Up Business Relations
Key Sentences:

  1. We are indebted to Mr. Brown for your name and address. 蒙布朗先生介绍,我们得知您的大名和地址。 承 蒙布朗先生介绍,我们得知您的大名和地址。
  2. We are now writing to you for the establishment of business relations with you. 我们特此致函与贵公司建立贸易关系。 我们特此致函与贵公司建立贸易关系。
  3. We shall be pleased to enter into direct business relations with you. 我们很高兴与贵公司建立直接的贸易关系。 我们很高兴与贵公司建立直接的贸易关系。
  4. We have heard from China Council for the Promotion of International Trade that you are in the market for electric fans. 我们从中国国际贸易促进委员会获悉,你们有意购买电扇。 我们从中国国际贸易促进委员会获悉,你们有意购买电扇。

  5. We are given to understand that you are potential buyers of Chinese porcelain, which comes within the frame of our business activities.
据了解,你们是中国瓷器的潜在买家, 据了解,你们是中国瓷器的潜在买家,而该商品正属于我们的业务 经营范围。 经营范围。

  6. We have seen your advertisement in the IT Journal and should be glad if you would send us by return samples and price catalog of desktops available from stock.
月刊》 从 《IT月刊》上看到贵公司广告,恳请寄来备有存货的台式机样品 月刊 上看到贵公司广告, 及价目表。 及价目表。

  7. We have the pleasure to introduce ourselves to you with a view to building up business relations with your firm.
? 我公司自荐与贵公司建立业务关系。 我公司自荐与贵公司建立业务关系。

  8. We’ve heard you’re in the market for electric appliances. 我们听说你们有意购买电器用品。 我们听说你们有意购买电器用品。
  9. Your desire to establish business relations with us coincides with ours. 你们与我方建立商务关系的意愿与我们的相吻合。 你们与我方建立商务关系的意愿与我们的相吻合。
  10. In this line for more than 30 years, we are a main importer of light industrial products. 我们主要经营轻工业产品的进口业务, 我们主要经营轻工业产品的进口业务,至今已有 30多年了。 多年了。 多年了
  11. We specialize in cashmere sweaters. 我们专营羊绒衫。 我们专营羊绒衫。

  12. We think it will sell well in the world market. 我们认为它会在国际市场上畅销。 我们认为它会在国际市场上畅销。
  13. We hope to have a business talk with you. 我们希望能与你们进行业务会谈。 我们希望能与你们进行业务会谈。
  14. This kind of canned fruit is to the taste of American market. 这种水果罐头在美洲市场很受欢迎。 这种水果罐头在美洲市场很受欢迎。

  15. We’ll send you our latest catalogue for your better understanding of our new products. ? 为了便于您对我们的产品有更进一步的了解,我们将寄 为了便于您对我们的产品有更进一步的了解, 上最新的产品目录。 上最新的产品目录。
  16. We are always improving our design and patterns to conform to the world market. ? 我们一直在提高我们产品的设计水平,以满足世界市场 我们一直在提高我们产品的设计水平, 的要求。 的要求。
  17. China’s successful accession to the WTO will bring more international clients and business relations. ? 入世的成功将会给中国带来更多的国际客户,建立更多 入世的成功将会给中国带来更多的国际客户, 的国际商务关系。 的国际商务关系。
Unit 2: Product Presentation

  1. Presenting New Products
  2. Recommending Products
  3. Comparing Products
Outline of the Product Presentation

  1) Introduction - This is normally just a title slide where the speaker introduces themselves, and the point of the product presentation. This is where you want to hook your audience and tell them what is in it for them. If you are not going to be giving the presentation you may want to have a note slide with the point on it. (1-2 slides)

  2) Agenda - An agenda is optional, but provides you with an your opportunity to tell your audience what you are going to cover in your presentation. It avoids people asking questions early in the presentation about material you will be covering later.(1 slide)

  3) Company Information - This is a way to establish credibility and to make the audience feel comfortable with your company. Ways to do this include customer lists, high-profile executives or advisors, information on funding (if a private company), awards and major milestones. Don't spend too much time on this, you don't want your audience falling asleep.

  4) Positioning - Successful products have a unique technology or positioning that sets them apart from other products on the market. You want to introduce this aspect of your product up front to let your audience know how your product is different and why they should listen to the rest of your presentation. Use this as an attention getter. This should be done in terms of the problem that they have and that you are solving with your product. Be sure to present this in terms of your audience and their pain. (1-5 slides)

  5) Product description - Clearly describe your product in terms that your audience will understand. It may be helpful to have a chart with the product components. You want to give the audience a frame of reference for the features and benefits that they are going to see. You also want them to know how your product fits into their existing environment. Show how the product interfaces (匹配) with other products or systems they may be using. (1-2 slides)

  6) Clearly articulated benefits as they relate to your target audience - You can use a features and benefits list or just walk through the features and benefits. Whatever you do, do not forget the benefits! They may be obvious to you because you live and breath the product, but your audience should have them clearly called out and they must relate to their needs. (1-5 slides)

  7) Examples/successes - At this point in the presentation your audience should be familiar with your product and why it is different and better. In order to drive this point home use examples of how your product is being used and how customers have benefited from the product. (1-3 slides)

  8) Closing argument - This is your opportunity for a ‘call to action’. You want summarize your product presentation, re’iterate (重申)the point of the presentation, and ask your audience to do something, if that is the point of your presentation.
Other Important Points (
  1)
? ? ? ? Use Examples Simplify Easy-to-Read Fonts (字体) 字体) Style
Use a presentation template(模板) and then use the colors from the (模板) template (or ones in the same family) for all charts and graphs. Use alignment (直线)carefully. If your template is left or right aligned, 直线) use that alignment throughout the presentation. Remove harsh lines. Powerpoint always puts a dark line around any box that you draw. These lines make the drawings look crude and harsh. By removing the lines your eye focuses more on the content of the box rather than the boxes themselves. Additional lines and arrows don't have to be dark either, try making them thicker and lighter so that they don't draw attention away from the point of the slide.
Other Important Points (
  2)
? ? ? ? ? Provide Speaker's Notes Provide Handouts Use Themes for Group Presentations Mark Confidential If the presentation is confidential, don't forget to mark it confidential. Slides often get copied at customer sites and can easily end up in your competitors' hands.
Other helpful hints (
  1)
? Use gestures to make things visual and clear. ? Use an expressive voice to emphasize points and show your enthusiasm for your product. ? Always stand, even when you are talking to a small audience. Standing projects more energy. ? Use highlights or colors on charts to emphasize an important point. (Though don't over use this, and don't use red unless you want to set off alarms.)
Other helpful hints (
  2)
? Use controversy - It is sometimes useful to start your presentation with a controversial statement to grab your audience's attention. ? Use metaphors to help with visualization(形 形 象化). 象化 ? Make sure you have a smooth verbal transition between slides(幻灯片) for a (幻灯片) very polished presentation. (This is where the practice really pays off.) ? (the end)
Tips for Business Negotiation(
  1)
? Appear neat and dress appropriately:
The first impression on other is very important. To show up in jeans and tennis shoes and with uncombed hair would be a big mistake.
? Maintain good eye contact:
When you are talking with a foreign business person, you should look him or her in the eyes. In doing so, you are telling him or her that you are concentrating your conversation with him or her.
Tips for Business Negotiation(
  2)
? Shake hands at the beginning and when parting:
No matter whether it is a business meeting or a social occasion, most people appreciate or expect a friendly handshake.
? Keep your distance when conversing with a foreign business person:
If a foreigner feels you are standing too close, he or she may step back without even thinking about it. Don’t see it as an insult.
fc1 for Business Negotiation(
  3)
? Smile:
When shaking hands with a businessman, smile at and greet him or her. Even if the other person doesn’t smile, you should do it, and the other person might remember it. While talking or listening to the other person, smile to show your interest or amusement or your politeness and friendliness. ( the end )
The Country and its Culture ? United Stated (
  1)
Meeting and Greeting:
? American greetings are generally quite informal. This does not mean lack of respect, but rather a manifestation of the American belief that everyone is equal. ? Some Americans do not shake hands at social events. They may greet you with a casual “ hello ”, and they rarely shake hands upon leaving. ? Hand shakes are usually brief. Light handshakes are not appreciated. Use a firm grip. ? Eye contact is important when shaking someone’s hand. ? Standing while being introduced. Only the elderly, the ill and disabled persons remain seated while greeting or being introduced. ? It’s good to include some information about a person you are introducing and also using professional titles.
The Country and its Culture ? United Stated (
  2)
Body Language:
? Keep your distance when conversing. ? Some Americans are known as “ back slappers ” ? they give others a light slap on the back to show friendship. ? Holding the middle finger up by itself is considered insulting and vulgar.
The Country and its Culture ? United Stated (
  3)
Corporate culture: (企业文化
  16) 企业文化

  1. They prefer directness in communication.
  2. It is always proper to ask questions if you do not understand something.
  3. They are often uncomfortable with silence. Silence is avoided in social or business meetings.
  4. It is rude to interrupt someone who is talking.
The Country and its Culture ? United Stated (
  4)
  5. They put a great deal of value on the written word. American law almost always requires contracts to be written out. Verbal contracts are rarely legally binding.
  6. Do not enter into any contract without hiring a lawyer. No savvy American businessperson would dream of signing a contract before consulting a lawyer.
  7. It is very important in written communication to spell names correctly and have correct titles.
The Country and its Culture ? United Stated (
  5)

  8. When you are doing business in the United Stated, you
must be on time. They view someone being late as rude, showing a lack of respect and having sloppy, undisciplined personal habits.
  9. Being “ on time ” in business situations generally means being about 5 minutes early. 5 minutes late is acceptable with a brief apology. 10 to15 minutes late requires a phone call to warn of the delay and to apology.
  10. It is very important to meet deadlines. They will take you at your words. People who miss deadlines are viewed as irresponsible and undependable.
The Country and its Culture ? United Stated (
  6)

  11. Meetings are generally informal and relaxed in manner,
but serious in content. A successful meeting is short and to the point.
  12. Participation is expected in meetings. A quiet person may be viewed as not prepared or as having nothing important to contribute
  13. Americans appreciate and are impressed by numbers. Using statistics to support your opinions will help you be persuasive.
  14. Americans may begin negotiation with unacceptable conditions or demands. They are usually taking a starting position that gives them room to bargain.
The Country and its Culture ? United Stated (
  7)

  15. Generally, there is one negotiation leader who has the authority to make decisions. Team negotiations are rare.
  16. The goal of most negotiations in the United States is to arrive at a signed contract. Long-term relationships and benefits may not be the main objective. The immediate deal may be the only important issue
 

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