What are the ways to present a letter of recommendation? Which way is better? Why?

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5. Sales Letters.

5.1. What’s a sales letter and what’s its job?

A sales letter is a document designed to generate sales. It persuades the reader to place an order; to request additional information; or to lend support to the product or service or cause being offered. It influences the reader to take a specific action by making an offer – not an announcement – to him. To sell, the sales letter must be specific, go to the right audience, appeal to the readers’ needs, and it must be informative.

The job of the sales letter is to sell, not to tell.

5.2. Is any other support literature needed and what is it needed for?

The letter alone does not always do the entire selling (persuading) job. Other pieces of support literature that amplify the selling points, illustrate the product or service, or provide technical information, may be needed. Supplement the letter with a brochure if necessary, and if you do, mention it in the body of the letter.

5.3. What should a sales letter be in order to sell?

It’s important to remember that people’s motivation to buy is based on their emotions and they logically justify their purchase only after the sale. This means that each step in the sales letter process must be built on the reader’s emotions to a point where they are motivated to take action.

5.4. What is people’s motivation to buy based on and what does it mean for writing a sales letter?

There are only two things that truly motivate people and they are the promise of gain or the fear of loss. Of the two, the fear of loss is the stronger motivator.

Underlying the promise of gain and the fear of loss are seven “universal motivations” to which everyone responds.

5.5. How do you understand buying resistance?

Every person has some form of buying resistance. The objective of your sales letter should be to overcome your reader’s buying resistance while persuading them to take action. The hurdles are manifested in many spoken and unspoken customer comments such as: “You don’t understand my problem”, “How do I know you’re qualified?”, “I don’t believe you”, “I don’t need it right now”, “It won’t work for me”, “What happens if I don’t like it?”, “I can’t afford it”.

5.6. Could you name seven universal motivations?

Whatever product or service you are selling you need to position it so that its benefits provide one or more of these universal motivations.

· To be wealthy

· To be good looking

· To be healthy

· To be popular

· To have security

· To achieve inner peace

· To have free time

· To have fun

  Ultimate motivations are what people “really” want. The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.

5.7. What are the steps in sales letter writing?

These are the steps which will help you write your sales letter, each of them add to reader’s emotions while calming their fears:

· Get attention

· Identify the problem

· Provide the solution

· Present your credentials

· Show the benefits

· Give social proof

· Make your offer

· Inject scarcity

· Give a guarantee

· Call to action

· Give a warning or Close with a reminder

5.8. Why is it important to catch your readers attention from the very beginning?

If it doesn’t catch his attention you can kiss your letter goodbye. People have a very short attention span and usually sort their mail over the wastebasket. If the headline doesn’t call out to them and pique their interest, they will just stop and throw your letter away.

5.9. What is the first thing your reader will look at? (headline)

5.10. Can you give any examples of headlines? Why are these headlines proven to get your readers attention?

The following are three headline generating templates that are proven to get attention.
”HOW TO _____________________”

  People love to know how to do things. When combined with a powerful benefit the “How to…” headline always gets people’s attention. In fact, they’re probably the two most powerful words you can use in a headline.

  SECRETS OF _________________ REVEALED!”

  People always want to know “insider secrets.” We love to know things that other people aren’t privy to. Knowledge is power and those who have it feel powerful. Besides that, most of us enjoy a good mystery, especially in the end when the “secret” is revealed.

  WARNING: DON’T EVEN THINK OF ___________ UNTIL YOU ___________.

  Remember that people are motivated by fear of loss more than the promise of gain? Well, the “warning” headline screams fear. The word “warning” demands attention and combined with something of interest to the reader, is a very powerful headline.

5.11. Can you describe problem-agitate technique?

This technique is called, “problem – agitate.” You present the problem then agitate it so that they really feel the pain and agony of their situation. People are such strong creatures of habit that we rarely change our ways unless we feel great amounts of pain. In fact, companies are no different.

5.12. What do you do after identifying the problem?

Now that you’ve built your readers interest by making them feel the pain it’s time to provide the solution. This is the part of the sales letter where you boldly stake your claim that you can solve the reader’s problem. In this section you will introduce yourself, your product and/or your service. Relieve the reader’s mind by telling him that there’s no need to struggle through all his problems because your product or service will solve it for him.

5.13. What examples of credentials can you provide?

List your credentials including any one of the following:

· Prestigious companies (or people) you have done business with.

· The length of time you’ve been in your field of expertise.

· Important awards or recognitions.

Your reader should get the impression after reading this section that “you’ve been there and done that” with great success and that the reader can expect the same results.

5.14. What should you point out in your letter: benefits or features of your product or service?

Don’t make the common mistake of telling all about the features of your product without talking about the benefits. Persuade your reader to buy based on the grounds of what the product or service does for him or her (benefit), not what the product or service is (feature)! As people are interested, not so much in you, or even your product or service, but what it will do for them.

A benefit is what the product or service does, and what the buyer gains from the feature. A benefit is the specific outcome of the feature. A feature is something the product or service already has. Benefits are what motivate people to buy.

5.15. What besides benefits could be considered as powerful selling tools?

To build your credibility and believability present your reader with testimonials from satisfied customers. Testimonials are powerful selling tools that prove your claims to be true. To make your testimonial even more powerful include pictures of your customers with their names and addresses (at least the city and state).

5.16. What do the best offer comprise?

The best offers are usually an attractive combination of price, terms, and free gifts. For example, if you were selling a car your offer might be a discounted retail price, low interest rate, and a free year of gas.

5.17. What extra incentives could you give in your letter?

Give a Guarantee:To make your offer even more irresistible you need to take all the risk out of the purchase. Remember, that people have a built-in fear that they are going to get ripped off.

Give the absolute strongest guarantee you are able to give.

When people think there is a scarce supply of something they need they usually rush to get some of it. You can create a feeling of scarcity by telling your reader that either the quantity is in limited supply or that your offer is valid for only a limited time period.

You must spell out how to make the order in a very clear and concise language.

5.18. What should you close your letter with?

Give a Warning or Close with a Reminder: A good sales letter will continue to build emotion, right up to the very end. In fact, your letter should continue to build emotion even after your call to action. Using the “risk of loss” strategy, tell the reader what would happen if they didn’t take advantage of your offer. Try to paint a graphic picture in the mind of the reader about the consequences of not taking action now. Remind them just how terrible their current state is and that it just doesn’t have to be that way.

5.19. There is one more most read element in sales letter. What is it?

Always include a postscript (P.S.). Believe it or not, your P.S. is the third most read element of your sales letter. Good copywriters use not just one postscript, but many (P.P.S). In your postscript you want to remind them of your irresistible offer. If you’ve used scarcity in your sales letter, include your call to action then remind them of the limited time (or quantity) offer. It sounds like a simple step but postscripts get noticed.

5.20. What are the parts of a sales letter? Can you characterize them?

Elements of a sales letter

1. The headline is usually 3 - 10 words long. It grabs the reader's attention, and tells him what the ad (sales letter) is about. It makes a promise regarding what the item you are selling will do for him.

   The headline is THE most important part of your letter! Spend nearly all of your time on it. Always shoot your big gun first: use your main selling point in the headline. Remember you only get 7 - 10 seconds to hook the reader. Remember: The headline has a benefit and makes a promise. The promise should be unique to what you are selling, and one that your competitors are currently not talking about. Use "power words" in the headline. Try: "You," "Free," "Proven," "Imagine," "How To…," "Fast," "Cheap," "Enjoy," "Now," "Learn," "Introducing," and so forth. In the body of the sales letter you will begin to offer proof.

2. The sub-headline or lead paragraph. This part of the sales letter is optional. It can be used to expand the promise made in the headline or used to deliver a 2^nd major benefit of the product or service. A sub-headline can also be used as the second part, to answer a question posed in the headline.

3. The body: it expands the theme, fills in details, offers proof, and shows how you plan to fulfill the promise you made in the headline.

Layout and length are important: Vary the length of your sentences and paragraphs. Short words, which are unambiguous, are best. Keep your letter as short as possible.

4. The closing, or call to action, urges the reader to take the next step you want him to take.

6. Resume

6.1. What’s a resume?

A resume is a short summary of candidate’s background and qualification. In Britain a resume is often referred to as a curriculum vitae.

6.2. What are the two basic resume designs and what’s the choice of your resume design based on?

To begin planning your resume, decide which type of resume you need. This decision is in part based on requirements that prospective employers may have, and in part based on what your background and employment needs are. There are two basic, commonly used plans or designs you can consider using.

Functional design

Thematic design

6.3. What’s the layout of the functional design? What is this design preferable for?

Functional design starts with a heading; then presents either education or work experience, whichever is stronger or more relevant; then presents the other of these two sections; then ends with a section on skills and certifications and one on personal information. Students who have not yet begun their careers often find this design the best for their purposes.

6.4. What are the differentiating features of the thematic approach?

Thematic design – another approach to resumes. It divides your experience and education into categories such as project management, budgetary planning, financial tracking, personnel management, customer sales, technical support, publications — whichever areas describe your experience. Often, these categories are based directly on employment advertisements. If the job advertisement says that Company ABC wants a person with experience in training, customer service, and sales, then it might be a smart move to design thematic headings around those three requirements. If you want to use the thematic approach in your resume, take a look at your employment and educational experience — what are the common threads? Project management, program development, troubleshooting, supervision, maintenance, inventory control? Take a look at the job announcement you're responding to — what are the three, four, or five key requirements it mentions? Use these themes to design the body section of your resume. These themes become the headings in the body of the resume. Under these headings you list the employment or educational experience that applies.

6.5. What are the section of a resume?

Sections in Resumes. Resumes can be divided into three sections: the heading, the body, and the conclusion. Each of these sections has fairly common contents.

6.6. What are the elements of the heading?

Heading. The top third of the resume is the heading. It contains your name, phone numbers, address, and other details such as your occupation, titles, and so on. Headings can also contain a goals and objectives subsection and a highlights subsection.

6.7. what is the best place in the letter according to the specialists where you should place the most important information?

Highlights (summary section) occurs just below the heading and just above the main experience and education sections. This is an increasingly popular section in resumes. Resume specialists believe that the eye makes first contact with a page somewhere one-fourth to one-third of the way down the page — not at the very top. If you believe that, then it makes sense to put your very "best stuff" at that point. Therefore, some people list their most important qualifications, their key skills, their key work experience in that space on the page. Actually, this section is useful more for people who have been in their careers for a while. It's a good way to create one common spot on the resume to list those key qualifications about yourself that may be spread throughout the resume. Otherwise, these key details about yourself are scattered across your various employment and educational experience — in fact, buried in them.

6.8. What information do you present in the body of the resume and how is it arranged?

Body. In a one-page resume, the body is the middle portion, taking up a half or more of the total space of the resume. In this section, you present the details of your work, education, and military experience. This information is arranged in reverse chronological order. In the body section, you also include your accomplishments, for example, publications, certifications, equipment you are familiar with, and so on.

6.9. What information should you provide under the “work experience” title?

Work EXPERIENCE is an integral part of any resume. List your experience starting with your most recent place of employment and work backwards. Write the exact days of employment, your position, and the name of the company you worked for. Provide information about your responsibilities, emphasizing important activities. List your responsibilities in short statements that do not include the words “my” or “I”.

6.10. What should you do if you can’t keep all the details about your experience and education to one page?

Some people have a lot of details that they want to convey about their qualifications but that don’t not fit well in any of the typical resume designs. To keep the main part of the resume from becoming unbalanced and less readable, they shift all of this detail to an amplifications page. On the first page of this resume, the writer divides the presentation into experience and education sections and takes a chronological approach to each. On the second page, he only provides company names, job titles, dates, and discussion of duties.

6.11. what follows the experience section?

Following experience, you should list your special SKILLS. These include your language skills, computer abilities, and any other talent that are relevant to your statement of intent. When describing your language abilities you should be honest about the level of your knowledge: “fluent English”, “native Russian”, “intermediate German” and “beginning French” are the ways to describe your language abilities.

6.12. What do you write in a conclusion?

Conclusion. In the final third or quarter of the resume, you can present other related information on your background. For example, you can list activities, professional associations, memberships, hobbies, and interests. At the bottom of the resume, people often put "REFERENCES AVAILABLE ON REQUEST" and the date of preparation of the resume.

6.13. Why do we need letters of recommendation?

Sometimes a letter of recommendation can add that little extra appeal when applying for a new job. Especially if the letter of recommendation provides a good review on the qualifications that the new employer is looking for. Of course, a letter of recommendation talking up your good character is an asset, too.

There are two ways to present a letter of recommendation to a prospective employer: one way is to state at the bottom of your resume that your letters of recommendation and references are available upon request. In this scenario, you would take your letter of recommendation and reference sheet to the interview, and then present it during the interview (only if it is requested). The second way to present a letter of recommendation, and most commonly used, is to enclose it along with your resume during initial mailing. Please, send no more than two letters of recommendation. It is better not to overwhelm a potential employer with a lot of information to read (and of course, always send a copy of your letters, not the originals). A good word from your past employer can give you the added advantage you need, especially when your skills and the companies needs are the same.

Cover letter

6.15. What’s the role of a cover letter?

The role of the application letter is to draw a clear connection between the job you are seeking and your qualifications listed in the resume. To put it another way, the letter matches the requirements of the job with your qualifications, emphasising how you are right for that job.

6.16. if a cover letter isn’t a length summary of the resume, then what’s it?

The application letter is not a lengthy summary of the resume — not at all. Your letter, therefore, will have to be well written and designed to attract attention in a positive way in order to receive a favorable response.

  Your cover letter should communicate something personal about you along with information that is specific for the division, organization or company to which the letter is being sent. This lets the reader know that you have spent some time researching the organization and writing a personal letter.

6.17. What are the principles for writing a successful cover letter?

Your resume and cover letter must be individually written and originally typed, single spaced on a good quality paper matching the paper used in your resume. The cover letter should be one page in length and addressed to a specific individual in charge of the department or unit in which you want to work or to human resources department. Different employers handle resumes differently and you might want to try writing to both.

6.18. What are the sections in a successful cover letter?

Common Sections in Application Letters

6.19. Characterize the introductory paragraph.

Introductory paragraph. This first paragraph of the application letter is the most important; it sets everything up — the tone, focus, as well as your most important qualification. A typical problem in the introductory paragraph involves diving directly into work and educational experience. Bad idea! A better idea is to do something like the following:

- State the purpose of the letter — to inquire about an employment opportunity.

- Indicate the source of your information about the job — newspaper advertisement, a personal contact, or another.

- State one eye-catching, attention-getting thing about yourself in relation to the job or to the employer that will cause the reader to want to continue.

And you try to do all things like these in the space of very short paragraph — no more than 4 to 5 lines of the standard business letter.

 6.20. Characterize the body of the CV and the two approaches that can be used there.

  Main body paragraphs. State why you are interested in the position, the company, its products or services, and, above all, indicate what you can do for the employer. In the main parts of the application letter, you present your work experience, education, training – whatever makes that connection between you and the job you are seeking. Remember that this is the most important job you have to do in this letter — to enable the reader see the match between your qualifications and the requirements for the job.

There are two common ways to present this information:

- Functional approach — This one presents education in one section, and work experience in the other. If there was military experience, that might go in another section. Whichever of these sections contains your "best stuff" should come first, after the introduction.

- Thematic approach — This one divides experience and education into groups such as "management," "technical," "financial," and so on and then discusses your work and education related to them in separate paragraphs.

6.21. Should info about your work experience and education cover all your background?

  Of course, the letter is not exhaustive or complete about your background — it highlights just those aspects of your background that make the connection with the job you are seeking.

6.22. What paragraph in the body is worth considering for people just starting their career?

Another section worth considering for the main body of the application letter is one in which you discuss your goals, objectives — the focus of your career — what you are doing, or want to do professionally. A paragraph like this is particularly good for people just starting their careers, when there is not much to put in the letter. Of course, be careful about loading a paragraph like this with "sweet nothings." For example, "I am seeking a challenging, rewarding career with a dynamic upscale company where I will have ample room for professional and personal growth" — come on! Give us a break! You might as well say, "I want to be happy, well-paid, and well-fed."

6.23. What should you indicate in the closing paragraph?

Closing paragraph. In the last paragraph of the application letter, you can indicate how the prospective employer can get in touch with you and when the best times for an interview are. This is the place to urge that prospective employer to contact you to arrange an interview.

6.24. Why is it important to present you background details and what details should be presented?

One of the best ways to make an application letter great is to work in details, examples, specifics about related aspects of your educational and employment background. Yes, if the resume is attached, readers can see all that details there. However, a letter that is overly general and vague might generate so little interest that the reader might not even care to turn to the resume.

  In the application letter, you work in selective detail that makes your letter stand out, makes it memorable, and substantiates the claims you make about your skills and experience.

6.25. What shouldn’t you say explaining why you left the previous position?

But you should never use explanations such as leaving for more money, better fringe benefits, advantages besides salary, e.g. better pension, health scheme, social facilities, car, or conditions. Whether it is justified or not, employers do not like to feel staff leave companies for these reasons. You should also not state you were bored with the work you were doing, after all, you accepted the job; and never criticize the firm you worked for, the products or services they offered, or staff you worked with. Explanation for leaving a company could include the following:

· I left (name of firm) in (date) as (new employer) offered me a chance to use my (skills or specialized knowledge, e.g. languages, knowledge of computers etc.)…

· In 19- I was offered a chance to join (name of company) where there was an opportunity for me to gain more experience in ………

· I was offered promotion (a chance to advance) by (name of company) in (date) and therefore left (company) as this meant I could (explanation)………

· I joined (name of company) in (date) as they offered an opportunity for advancement, being a much lager concern.

6.26. How to explain why you are applying for the position?

All companies will want to know why you applying for a particular position. This not only means explaining why you want the job but why you think your particular skills and experience would be valuable to the firm.

· I am particularly interested in the position you offer as I know my previous experience and academic background would be valuable in this area of (engineering, teaching, accountancy, etc.)

· I am sure I would be successful in this post as I have now gained the experience and skills that are required.

· As (title of post) I know my background in (area of work) would prove valuable to you, especially as I have been dealing with (explanation)………

· This position would require someone who has had extensive experience of (area of work) which I gained both academically and commercially at (college and companies).

7. Inquiry

7.1. What is a LI?

A letter of inquiry is a letter of request. An inquiry is sent when a person wants advice, names, directions or some information, especially about:

· the supply of goods

· catalogues or samples

· a quotation or prices

· terms and discounts

· availability of goods

· delivery times and deadlines

· a method of transport

· insurance

The objective in an inquiry letter is communicated by one or more questions to which the writer desires a response. Phrase your question(s) in a tone and style that is both courteous and straightforward. Be specific and brief.

       The scope of an inquiry letter is contained in the information you provide for the specific purpose of helping the reader grasp your objective. You may safely assume that your reader is a busy person, so getting to the point is important. Your goal is to have the reader make a decision quickly and respond in a timely manner.

7.2 What types of IL you know?

There are two types of inquiry letters: solicited and unsolicited.

       You write a solicited letter of inquiry when a business or agency advertises its products or services. For example, if a software manufacturer advertises some new package it has developed and you can't inspect it locally, write a solicited letter to that manufacturer asking specific questions. If you cannot find any information on a technical subject, an inquiry letter to a company involved in that subject may put you on the right track. In fact, that company may supply much more help than you had expected (provided of course that you write a good inquiry letter).

       Your letter of inquiry is unsolicited if the recipient has done nothing to prompt your inquiry. For example, if you read an article by an expert, you may have further questions or want more information. You seek help from these people in a slightly different form of inquiry letter. As the steps and guidelines for both types of inquiry letters show, you must construct the unsolicited type more carefully, because recipients of unsolicited letters of inquiry are not ordinarily prepared to handle such inquiries.

7.5. Are there any differences in the style and tone of these two types? What are they and why is it so?

1. Early in the letter, identify the purpose — to obtain help or information (if it's a solicited letter, information about an advertised product, service, or program).

2. In an unsolicited letter, identify who you are, what you are working on, and why you need the requested information, and how you found out about the individual. In an unsolicited letter, also identify the source that prompted your inquiry, for example, a magazine advertisement.

3. In the letter, list questions or information needed in a clear, specific, and easy-to-read format. If you have quite a number of questions, consider making a questionnaire and including a stamped, self-addressed envelope.

4. If you are to receive some benefit, it may help to explain for what purpose the benefit will be used.In an unsolicited letter, try to find some way to compensate the recipient for the trouble, for example, by offering to pay copying and mailing costs, to accept a collect call, to acknowledge the recipient in your report, or to send him or her a copy of your report.

5. In closing an unsolicited letter, express gratitude for any help that the recipient can provide you, acknowledge the inconvenience of your request, but do not thank the recipient "in advance." In an unsolicited letter, tactfully suggest that the recipient will benefit by helping you (for example, through future purchases from the recipient's company).

7.8. What do the structure and contents of IL depend on?

Now let’s have a look at the structure and contents of a business letter of inquiry. The contents of this will depend on three things: how well you know your supplier; whether your supplier is at home or abroad; and the type of goods or information you are enquiring about - there is a difference between asking IBM about the cost of installing a complex computer and asking a publisher how much a book would cost.

7.9 What are the parts of an IL?

1. Opening linesIf a prospective customer addresses a supplier for the first time, it is useful to tell something about his / her own business, the kind of goods he / she needs and for what purpose they are required.

2. Indicating the state of the marketIn this part of an inquiry you should indicate the demand in your area for the goods which the supplier produces.

3. Asking for information

4. Asking for catalogues, price-lists,prospectuses

5. Asking for detailsWhen asking for goods or services you must be specific and state exactly what you want. If replying to an advertisement you should mention the journal or newspaper, the date, and quote any box number or department number given

6. Asking for samples, patterns, demonstrationsYou 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. However, few would send a complex piece of machinery for you to look at. In that case you would be invited to visit a showroom, or the supplier would offer to send a representative. Nevertheless, if it is practical, ask to see an example of the article you want to buy

7. Suggesting terms, methods of payment, discountsFirms sometimes state prices and conditions in their advertisements or literature and may not like prospective customers making additional demands. However, even if conditions are quoted, it is possible to mention that you usually expect certain concessions. Although it is true that once a supplier has quoted a price and stated terms, he may be unwilling to change them, by suggesting your terms you indicate that certain conditions may persuade you to place an order

8. Asking for goods on approval or on sale or returnSometimes wholesalers and retailers want to see how a line will sell before placing a firm order with the supplier. They may be able to do this by getting goods on approval or on a sale or return basis. In either case the supplier would have to know the customer well, or would want trade references. He will also place a time limit on when the goods must be returned or paid for.

9. Closing sentencesUsually a simple 'thank you' is sufficient to close an enquiry. However, you could mention that a prompt reply would be appreciated, or as the examples show, that certain terms or guarantees would be necessary.

7.10 What is usually asked for in the body of an inquiry?

state of market, information, details, patterns, terms of payment, discount, asking for goods on approval or on sale return

8. Replies to inquiries

8.1 What are the general rules foe writing a reply to an I?

If you are the correct person, be prompt with your reply. Address every question courteously, even those that seem errant (ошибочный) or illogical. You must take into account that your reader probably lacks your expertise. Keep your response on point and on task, as short and complete as possible. Avoid going beyond the scope of the writer's request. When responding to a forwarded letter of inquiry, make note of it in the opening paragraph of your reply. It informs the writer know that you are the contact person to whom future communications should be addressed. In your closing paragraph, express your willingness to be of further assistance.

8.2 What should you do I you received an I erroneously?

Should you receive a letter of inquiry erroneously,(ошибочно) or have neither the information requested nor the authority to reply, forward it on to the person in your company who does. Attach a memo to that person explaining your reason for forwarding the letter.

8.3 What are the parts of a reply?

1. Opening

2. Confirming that you can help

3. Closing

8.4 What should you do right after the opening lines?

Confirming that you can help ( Let the writer know as soon as possible if you have the product or can provide the service he/she is enquiring about. It is irritating to read a long letter only to find that the firm cannot help)

8.5 Should you sell your product in your reply?

Sell your product (Encourage or persuade your prospective customer to do business with you. A simple answer that you have the goods in stock is not enough. Your customer might have made ten other enquiries, so remember it is not only in sales letters that you have to persuade. Mention one or two selling points of your product, including any guarantees you offer)

8.6 is it realistic to be always able to comply with requests of a would-be customer?

Suggesting alternatives (You should be especially tactful if for some reason or other you cannot comply with the request of the would-be customer. In any case you should do your best in order not to rebuff him. You may draw his attention to other lines of trade. They ought to be equivalent, of course. But do not criticize the product he originally asked for)

9. Quotations

9.1 What does the phrase “businessmen give replies to enquires precedence over all other letters” mean?

Many firms make it a point to answer enquiries the very day, they are received иэтовприоритете!!!

9.2  what should you do if you received an enquiry erroneously?

Should you receive a letter of inquiry erroneously,(ошибочно) or have neither the information requested nor the authority to reply, forward it on to the person in your company who does. Attach a memo to that person explaining your reason for forwarding the letter.

9.3 what are the parts of a reply to an enquiry? Characterize them.

1. Opening (Thank the writer for his/her enquiry. Mention the date of his/her letter and quote any other references that appear)

2. Confirming that you can help ( Let the writer know as soon as possible if you have the product or can provide the service he/she is enquiring about. It is irritating to read a long letter only to find that the firm cannot help)

3. Sell your product (Encourage or persuade your prospective customer to do business with you. A simple answer that you have the goods in stock is not enough. Your customer might have made ten other enquiries, so remember it is not only in sales letters that you have to persuade. Mention one or two selling points of your product, including any guarantees you offer)

4. Suggesting alternatives (You should be especially tactful if for some reason or other you cannot comply with the request of the would-be customer. In any case you should do your best in order not to rebuff him. You may draw his attention to other lines of trade. They ought to be equivalent, of course. But do not criticize the product he originally asked for)

5. Referring the customer elsewhere (It is possible, of course, that you may not be able to handle the order or answer the enquiry. Your correspondent may be asking about a product you do not make or a service you do not give. If this is so, tell him and if possible refer him elsewhere)

6. Catalogues, price-lists, prospectuses, samples (Make sure that you enclose current catalogues and price-lists if you are sending them. And if prices are subject to change, then let your customer know. It is bad policy to suddenly send a letter telling him that prices have been increased by 10% after you have quoted a firm price. And if you are sending samples, let your customer know they will follow the letter immediately by separate post.

7. Demonstrations, representatives, showroom visits (Certain products, e.g. heavy equipment, machinery, installations, may need demonstrating. In these cases the company might send a representative or adviser if equipment is to be installed. They could, however, suggest that the customer visits their agent in his own country, or a stockist with a showroom)

8. Closing (Always thank the customer for writing to you. If you have not done so in the beginning of the letter, you can do so at the end. You should also encourage further enquiries.)

9.4 what should be mentioned in a quotation?

Price (When a manufacturer, wholesaler or retailer quotes a price, he may or may not include other costs and charges such as transport, insurance, and taxes e.g. in the UK, Value Added Tax or VAT).

Transport and insurance costs (he International Chamber of Commerce uses a set of terms for delivery in overseas contracts - these are called Incoterms. Their use is optional, but deals are much clearer if contracts are subject to Incoterms 1990)

9.5 are the prices quoted always legally binding?

Prices which include these extra costs are known as gross prices; those which exclude them are known as net prices, a firm's quotation is not necessarily legally binding, i.e. they do not always have to sell you the goods at the price they quoted in their reply to an enquiry. However, when prices tend to fluctuate, the supplier will add a provision to their quotation stating that their prices are subject to change. If the company makes a firm offer, it means they will hold the goods for a certain time until you order, e.g. firm 14 days. Again, this is not legally binding, but suppliers generally keep to their offer to protect their reputation)

9.6 what types of discounts do you know?

Discounts (Manufacturers and wholesalers sometimes allow discounts to be deducted from the net or gross price. They may allow a trade discount to sellers in similar trades; or a quantity discount over a certain amount; or a cash discount if payment is made within a certain time, e.g. seven days, or a loyalty discount when firms have a long association)

Methods of payment (When quoting terms, you may require, or at least suggest, any of several methods of payment (letter of credit, bill of exchange, etc.)

Quoting delivery(If the enquiry specifies a delivery date, confirm that it can be met, or if not, suggest an alternative date. Do not make a promise that you cannot keep; it will give you a bad reputation, and if a delivery time is a condition of ordering, the customer could sue you if you break the contract, or reject the goods)

9.7. What main incoterms do you know?

The International Chamber of Commerce uses a set of terms for delivery in overseas contracts - these are called Incoterms. Their use is optional, but deals are much clearer if contracts are subject to Incoterms 1990.

GROUP C - Main carriage paid

CFR (Cost and Freight) named port of destination e.g. the port the goods are going to.

Delivery has occurred when the goods are on the ship at the port of shipment. The seller pays all the costs to this point and freight charges to the named port of destination. S/he provides the buyer with all the transport documentation showing freight paid to that point. The goods and transit risks become the buyer's when the goods have gone over the ship's rail at the port of shipment.

CIF (Cost, Insurance & Freight) named port of destination

Delivery occurs as in CFR (above) and the risks are the same, but the exporter pays cargo insurance.

CFR and GIF can only be used for sea and inland waterways.

CPT (Carriage Paid To) named place of destination

Delivery happens when goods are given to the carrier (if more than one, the first carrier, or a freight forwarder). The seller pays the costs of delivery to the named place and the buyer's risks start from there.

CIP (Carriage and Insurance Paid) named place of destination

Delivery occurs as in CPT with the buyer's risks being the same. The only change is the exporter pays the cost of cargo insurance.

GROUP D-Arrival

DAF (Delivered at Frontier) named place

Delivery happens when the buyer gets the goods at a named place on the frontier, cleared for export, but not cleared for import. The buyer assumes all risks from here. The exporter pays all the costs to this point, but does not pay for unloading or import clearing charges.

DES (Delivered Ex Ship) named port of destination

Delivery happens when buyer gets goods at named port. He then assumes all risks, but the exporter pays all costs to that point, but not unloading or import clearance.

DEQ (Delivered Ex Quay - Duty Paid) named port of destination

Delivery happens when the buyers gets the goods on his/her quay (dock) and assumes all risks from that point. The seller pays all charges to that point including import and customs clearance costs.

DES and DEQ can only be used for sea and inland waterways.

DDU (Delivered Duty Unpaid) named place of destination

Delivery takes place when the buyer gets the goods at the named place in the importing country and takes all the risks thereafter. The seller pays all costs to this point, but not duties and taxes.

DDP (Delivered Duty Paid) named place of destination

Delivery happens as in DDU, with the buyer taking the same risks. The seller pays all costs to this point including taxes and duties.

GROUP E - Departure

Ex-Works (EXW) e.g. from the factory or warehouse

Seller packs and prepares goods for dispatch with delivery taking place at his/her factory or warehouse. The buyer now takes all transit risks.

GROUP F - Main carriage unpaid

FCA (Free Carrier) named place e.g. where the carrier - the plane or ship etc., pick up the goods

Delivery occurs when the seller gives the goods to the carrier (airline, shipping company, or freight forwarder) who is named by the buyer. The seller will pay all the costs up to this point, including export formalities and licences. From this point the buyer takes the risks for the goods and transit. This term is used for any type or combination of types of transport.

FAS (Free Alongside Ship) with port of shipment named e.g. where the goods are leaving from

Delivery occurs alongside the ship named by the buyer at the named port of shipment. The buyer has the expense of loading. The seller pays costs up to and including delivery alongside the ship, including all documentation. The goods and transit risks are the buyer's when the goods are delivered within the period stated in the contract of sale. This term is only used for sea and inland waterways e.g. canals.

FOB (Free on Board) named port of shipment e.g. where the goods are leaving from.

Delivery takes place when goods are on board the named ship at the buyer's named port. The seller pays all costs of loading. The buyer's risks for the goods and transit begin once the goods have been put over the ship's rail.

The term is only used for sea and inland waterways.

9.8 what are the two ways of quoting terms?

Fixed terms and negotiable terms( It is possible to quote terms in two ways: by stating your price and discounts without leaving room for negotiation, or suggesting that the customer could write again and discuss them. In the two examples below, the companies make firm quotes, indicating that methods of payment and discounts are fixed)

10. Offers

10.1 Types of offers

The offers generally fall into two categories: the firm (binding) offer and the offer without engagement. Afirm offer is made by the seller to one potential buyer only. Usually the time during which it remains valid is indicated. If the buyer accepts the offer in full during the stipulated time, the goods are considered to have been sold to him at the price and on the terms stated in the offer.

An offer without engagement may be made to severalpotential buyers and the goods are considered to have been sold only when the seller, after receipt of the buyer's acceptance, confirms having sold him the goods at the price and on the terms indicated in the offer.

10.2 parts of offers

1. Exact quantities, measurements, weights.

2. The quality of the goods (chemical analysis, perfor­mance,material, brand, etc.).

3. The method of transport, if there are several possi­bilities.

4. The exact date of delivery or time of delivery (e.g.: Our articles will be delivered ex works by the 30th May, .... Delivery can be effected six weeks after the receipt of your order, etc.).

5. The terms of payment, for instance:

· payment in advance,

· cash payment,         

· payment by letter of credit (L/C),

· document against payment (D/P),

· payment on receipt of goods,

· payment with clearing agreement.

6. The currency in which payment is to be effected, the bank with which you work, the place of payment, etc. should be stipulated.

7. The terms of delivery define what the price actually includes and stipulate the mutual obligations of the seller and the buyer. The most usual terms of delivery are F.O.B., F.O.R., C.I.F., C.&F. and others.

11. Counter-proposal

11.1 What is a counter proposal?

a letter where the customer tries to get better terms

11.2 what terms might you not agree to?

· It may happen that a customer deems prices too high. Then he will give the seller his reasons why the price should be reduced. He supports his points by submitting the prices or offers of competitors which are lower than those demanded by his present supplier.

· The exporter, in his turn, will see to it that the prices his importer obtains are on the level of world market prices. He may try and persuade the customer to pay a higher price. Of course strong language is out of place here, too.

·

12.Orders

12.1. The objective of an order.

The objective of an order is to provide detailed instructions to a vendor fulfilling it. It is also serves as a legal document recording the transaction.

12.2 the reasons for placing trial orders

Trial orders are placed when a client is not sure of the quality of an article and wants to see it for himself. If they turn out good, he may place a bigger order.

12.3 what is a repeat order?

 In some branches it is customary to place repeat ordersfor identical goods.

12.4 what do order-sheets contain?

Many companies use order-sheets (order-forms, order-notes, indents). These are printed forms, numbered consecutivelyand usually containing instructions as to time and place of delivery, make-up, packing, marks, mode of sending, insur­ance, etc. Your intentions need to be clear and concise. The reader will fill your order only according to your instructions and your satisfaction will depend largely upon their accuracy.

12.5 what is an order usually accompanied by?

A covering letter is preferable as it allows you the opportunity to make any necessary points and confirm the terms that have been agreed.

12.6. What can be mentioned in a CL?

· Opening (Explain there is an order accompanying the letter)

· Payment (Confirm the terms of payment)

· DiscountsConfirm the agreed discounts.

· Delivery Confirm the delivery dates

· Methods of deliveryMany firms use forwarding agents who are specialists in packing and handling the documentation for shipping goods. Nevertheless, you should still advise the firm as to how you want the goods to be packed and sent to ensure prompt and safe delivery, so that if the consignment does arrive late, or in a damaged state, your letter is evidence of the instructions you gave.

· PackingAdvise your supplier how you want the goods to be packed. Note, in the first example, that crates are often marked with a sign - a diamond, a target, a square, a lion, etc. - that can be recognized by the supplier and customer.

· Closing

12.7 the reasons for refusing an order

· Out of stock(You may be out of stock of the product ordered, or indeed you may no longer make it. Note that, in either case, you have an opportunity to sell an alternative product, but remember not to criticize the product you can no longer supply)

· Bad reputation (The customer may have a bad reputation for settling their accounts or, in the case of a retailer of, say, electrical or mechanical products, may have offered a poor after-sales service which could in turn affect your reputation. In these cases, it is better to indicate terms on which you would be prepared to accept his order, or, as in the last three examples, find a diplomatic way of saying 'no')

· Unfavorable terms (The supplier may not like the terms the customer has asked for)

· Unfavorable discount

· Unfavorable payment

· Size of order (The quantity required might be too large or large)

13. Complaints

13.1 what is a complaint?

A complaint letter, also known as a claim, advises a business that an error has been made or that a defect(пробел) has been discovered. The objective is to provide detailed information regarding the error or defect and to request some sort of compensation for defective or damaged merchandise or for inadequate or delayed services. While many complaints can be made in person, some circumstances require formal business letters as they also serve as a legal document.

        The scope of a complaint letter should include only the relevant facts validating your claim and a request that appropriate corrective steps should be taken. The scope may also detail the options that you are willing to accept in satisfaction of the claim.

13.2 the essential rule in writing complaints

The essential rule in writing a complaint letter is to maintain your poise(равновесие) and diplomacy, no matter how justified your gripe is. Avoid making the recipient an adversary. It is no use writing complaints in an angry, abusive tone. A reference to the previously satisfactory deliveries and the high standingof the partner will in most cases prove more helpful

13.3 what grmmar structures are preferable?

Use the passive and impersonal structures

13.4 what may complaints arise from?

Complaints may be of several kinds, and may arise from delivery of damaged goods, wrong goods, or too few or too many goods. Even if the right articles are supplied in the right quantities, they may arrive later than expected, which will cause problems to the buyer and, correspondingly, to his customers. Then the quality of goods may be unsatisfactory: they may be not according to the sample or description on the basis of which they were ordered, or they may simply be second-rate products.

13.5 what are the parts of complaints? Characterize them.

Introduction: you should identify the reason you are writing for. The introduction to any business letter should be brief—four or five lines at the most. There is no need in stating the compensation which will be requested later on — but you can use the dry and rather abrupt tone to show that you are not happy about something. Avoid leaping into the details of the problem in the first sentence.

Background (explaining the problem)This paragraph provides the first part of the narration of the problem. It essentially tells a story with specific details and dates specifying the nature of the complaint. However, notice that this narration stays strictly factual and does not include the request for compensation or any scolding of the recipient. Provide a fully detailed narration or description of the problem. This is the "evidence."

Suggesting a solutionThis part contains the request for compensation, which is preceded by some justification for that compensation. State exactly what compensation you desire. Don't imply that the recipient deliberately committed the error or that the company has no concern for the customer. Toward the end of the letter, express confidence that the recipient will grant your request.

Closing: move to a conciliatory tone here in this final paragraph. Suggest why it is in the recipient's best interest to grant your request: appeal to the recipient's sense of fairness, desire for continued business, but don't threaten. Find some way to view the problem as an honest mistake. Mention past satisfaction with the company's product and express hope that you can remain a customer. Obviously, this is a positive way of issuing a threat: "If you don't grant my compensation, I'll never do business with you again!" But threats, however justified, just don't work.

Enclosures: any documents which you consider necessary to be enclosed (e.g. receipt).

14. Adjustments

14.1 the objective of an adjustment

Replies to complaint letters, often called letters of “adjustment” or “compensation letter”.The objective is to inform a customer of a corrective measure that will resolve an unsatisfactory situation. It also serves as a legal document notifying the recipient that the complaint has been received and is being properly handled.

14.2 the rules for writing adjustments

Coping with a complaint is one of the most difficult tasks facing the correspondent. First he must find out whether the complaint is justified or not. If that cannot be as­certained within a few days, he should write the customer immediately that he is investigating and will send a full reply soon. He should, however, avoid making rash pro­mises.Replies must always be courteous; even if the sellers think that the complaint is bottomless they should not say so until they have reliable grounds on which to repudiate the claim. If the complaint is justified, the sellers should at once apologize to the buyers and offer a suitable compensation or indemnification or suggest a solution.When the sellers are the first to discover that a mistake has been made they should not wait for a complaint, but should write, cable or telephone at once to let the buyers know, and either put the matter right or offer some compensation. If on making a claim the buyers have offered to keep the goods, the sellers will probably agree to this and to a price reduction. Yet, if the value of goods in question is high, it might be advantageous to have them returned, though in this case, the added risk of damage in reverse transport should be taken into account.

14.3 the parts of adjustments

Opening: Begin with a reference to the date of the original letter of complaint and to the purpose of your letter. Acknowledge that you have received the complaint, express your concern over the writer's troubles and your appreciation that he has written you.

Explaining the mistakeIf the complaint is justified, explain how the mistake occurred but do not blame your staff; you employed them, so you are responsible for their actions. There is no need for the suppliers to go into a long story of how the mistake was made; a short explanation will be enough. Explanations for why the situation occurred are of less importance than the solution.

Getting time to investigate the complaintSometimes you cannot deal with a complaint immediately, as the matter needs to be looked into. Do not leave your customer waiting, but tell him what you are doing straight away.

Solving the problemHaving acknowledged your responsibility and explained what went wrong, you must, of course, put matters right as soon as possible and tell your customer that you are doing so. If you grant the request, don't sound as if you are doing so in a begrudging way.

Rejecting a complaint .If you think the complaint is unjustified, you can be firm but polite in your answer. But even if you deny responsibility, you should always try to give an explanation of the problem.

ClosingIt is useful when closing your letter to mention that this mistake, error, or fault is an exception, and it either rarely or never happens, and of course you should apologize for the inconvenience your customer experienced. Conclude the letter cordially, perhaps expressing confidence that you and the writer will continue doing business, assure him that such a thing will never happen again. Finally, let your customer know how much you appreciate the business connection with him. If possible, point to a new line you are bringing out or make him a special offer.

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