FOCUS 1. Read and discuss the leads-in and the letters.
LEAD-IN 1
Most letters of enquiry are short and simple, so much that many firms have adopted the practice of sending printed enquiry forms, thereby eliminating the need for a letter. An enquiry can be made by telephone, telex, fax, or postcard. As a prospective buyer, the writer of an enquiry states briefly and clearly what he is interested in, and this is all the receiver of the letter needs to know.
SHORT ENQUIRY
WEATHERPROOF LTD.
Newtown Liverpool L30 7KE
Our ref. Your ref.
14 May 200__
J.White & Co. Ltd.
254 Smuts Avenue
Cape Town
Dear Sirs,
Could you please send us your current catalogue and price-list for your programmable calculators?
Kindly let us have this information as soon as possible.
Yours faithfully,
James Brown
James Brown
Buyer
ENQUIRY FROM AN ESTABLISHED CUSTOMER
This letter could have been faxed, especially since the writer has a personal contact in the supplier’s company. (Note the informal greeting)
AO TECHNOSERVICE
Russia, 126523, Moscow, Leningradsky Prospect, 98
Our ref. 75/G Your ref.
March 25, 200__
Mr G.Bluncett, Commercial Manager
Steel Accessories Ltd.
13 Crescent Grove
London NW3, J24
United Kingdom
Dear Graham,
We have an urgent request for the following items in the quantities stated:
- 20 pcs couplings 3½” x 9.2 lbs/ft, L80
- 15 pcs couplings 2⅞” x 6.4 lbs/ft, L80
Please advise price and availability by return, bearing in mind that prompt delivery is the most important factor.
Yours sincerely,
A.Gomonov
A.Gomonov
LEAD-IN 2
If you need to give more information about yourself or ask the supplier for more information, you will need to write a letter. The contents of this letter will depend on two things: how well you know your supplier; and the type of goods you are enquiring about.
A first enquiry – a letter sent to a supplier with whom you have not previously done business – should include:
- A brief mention of how you obtained your potential supplier’s name. Your sourñe may be an embassy, consulate, or chamber of commerce; you may have seen the goods in question at the exhibition or trade fair; you may be writing as the result of a recommendation from a business associate, or on the basis of an advertisement in the daily, weekly or trade press.
- Some information about your firm.
- Some indication of the demand in the area for the goods which the supplier deals in.
- Details of what you would like your prospective supplier to send you. Normally you will be interested in:
a) A catalogue, a price-list (it would be helpful if you could briefly point out any particular items you are interested in);
b) Discounts, methods of payment (it is possible to mention that you usually expect certain concessions. It indicates that certain conditions may persuade you to place an order);
c) Delivery times;
d) And, where appropriate, samples (you might want to see what a material or item looks like before placing an order. Most suppliers are willing to provide samples or patterns so that you can make a selection. If you are interested in a complex piece of machinery you would be invited to visit a showroom, or the supplier would offer to send a representative)
- A closing sentence to round off the enquiry.
2.1. ENQUIRY FROM A RETAILER TO A FOREIGN MANUFACTURER
AO ELECTRONICA-TRADE
119511 Moscow Lesnaya st., 8, Russia
Our ref. ET C341 Your ref.
17 October, 200__
Thunderbolt Computers Ltd.
18 Chesholm Rd
London N17 ZB2
United Kingdom
Dear Sirs,
We have heard from the British Embassy in Moscow that you are one of the main producers of electronic equipment in Great Britain.
We are a large chain of retailers in Russia and we are interested in purchasing personal computers of the latest model.
There is a brisk demand for this type of equipment in our country and we may be able to place a substantial order with you if your prices are competitive and your deliveries prompt.
Will you please send us your catalogue and full details of your export prices and terms of payment as well as particulars concerning technical characteristics of your latest model? We would also like to know about your warranty and after-sale service.
We are looking forward to your reply.
Yours faithfully,
AO Electronica-Trade
A.Mishin
A.Mishin
Chief Buyer
Our ref. Your ref.
21 May 200__
Fine Textiles Ltd.
Hop on Road
Stroke-on-Trent ST7 1QF
England
Dear Sirs,
The British Chamber of Commerce has advised us that you are producing for export first-class silk cloth.
We are one of the main importers of fabrics in Norway and we would like to have more information about your products as high-quality silk cloth is in great demand in our country.
Could you send us your price-list together with some patterns of your fabrics so that we can examine the texture and quality? We would also like to know details of discounts and terms of payment. As we usually place very large orders, we would expect a quantity discount. Please let us know what quantity discounts you allow. Our usual terms are payment on invoice.
Prompt deliveries would be necessary as we have a fast turnover. We would therefore need your assurance that you could meet all delivery dates.
We look forward to hearing from you soon.
Yours faithfully,
S.Olssen
S.Olssen
Manager
LEAD-IN 3
A reply to an enquiry from a regular customer is normally fairly brief, and does not need to be more than polite and direct. If the supplier is in a position to meet his correspondent’s requirement, his reply will generally:
- Thank the writer of the letter of enquiry for the letter in question (it is necessary to mention the date of the letter and quote any other references that appear).
- Confirm that he can help.
- Supply all the information requested, and refer both to enclosures and to samples, catalogues and other items being sent by separate post.
- Provide additional information, not specifically requested by the customer, so long as it is relevant.
- Conclude with one or two lines encouraging the customer to place orders and assuring him of good service.
