Chapter16-銷(xiāo)售信.chapter16-銷(xiāo)售信

Chapter16

銷(xiāo)售信SalesLetters

跨境電商應(yīng)用文寫(xiě)作知識(shí)目標(biāo)：掌握銷(xiāo)售信的基本結(jié)構(gòu)和分類(lèi)資訊，掌握相關(guān)專(zhuān)業(yè)術(shù)語(yǔ)和常用句型。能力目標(biāo)：能夠根據(jù)不同的消費(fèi)群體，熟練運(yùn)用相關(guān)術(shù)語(yǔ)和典型句式，準(zhǔn)確、流暢地書(shū)寫(xiě)銷(xiāo)售信函。LearningobjectivesChapter16

SalesLetters商務(wù)知識(shí)（Businessknowledge）銷(xiāo)售信函的一般分類(lèi)

（LetterClassification）銷(xiāo)售信函的必要步驟（BasicStepsofLetter）3IntroductionChapter1

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SalesLetters銷(xiāo)售信的概念和作用銷(xiāo)售信是促銷(xiāo)、推銷(xiāo)產(chǎn)品或服務(wù)的一種常用的商務(wù)勸說(shuō)信函，其目的是勸說(shuō)新老顧客購(gòu)買(mǎi)企業(yè)產(chǎn)品或服務(wù)。在競(jìng)爭(zhēng)的貿(mào)易背景下，企業(yè)人深知產(chǎn)品促銷(xiāo)在銷(xiāo)售業(yè)務(wù)拓展中的重要性和必要性。銷(xiāo)售信函在促銷(xiāo)產(chǎn)品、推薦服務(wù)、維系客戶關(guān)系等方面能起到較好的作用，同時(shí)也有利于顧客提升對(duì)企業(yè)的忠信度。Chapter1

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SalesLetters銷(xiāo)售信函的一般分類(lèi)Saleslettersareusuallydividedintotwocategories:（1）Unsolicitedsalesletters主動(dòng)銷(xiāo)售信函（2）Solicitedsalesletters應(yīng)征銷(xiāo)售信函Chapter1

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SalesLetters主動(dòng)銷(xiāo)售信函主動(dòng)銷(xiāo)售信函是未經(jīng)客戶要求，直接郵寄給客戶的一種廣告營(yíng)銷(xiāo)形式。它們通過(guò)產(chǎn)品或服務(wù)突出性描述，以達(dá)到吸引客戶的目的。

Unsolicitedsaleslettersarealsoknownasdirect-mailadvertisingsincetheyaredirectedtocustomersorpotentialcustomerswithoutinvitation.They’rewrittentoappealtocustomersbyhighlightingproductsorservice.Chapter1

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SalesLetters應(yīng)征銷(xiāo)售信函應(yīng)征銷(xiāo)售信函是根據(jù)客戶對(duì)特定產(chǎn)品或服務(wù)咨詢(xún)的一種回復(fù)信函。對(duì)產(chǎn)品或服務(wù)明確、誘人的描述，能使客戶滿意，以達(dá)到吸引客戶、關(guān)注產(chǎn)品的目的。

Solicitedsaleslettersarerepliestoinquiriesbycustomersaboutsomespecificproductsorservices.Satisfyingrepliesdependonthedistinctiveandattractivedescriptionofproductsorservice.Chapter1

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SalesLetters銷(xiāo)售信函的必要步驟Awell-writtensalesletterisusuallymadeupofthefollowingfoursteps;Todrawattentionorcuriosity吸引注意力或好奇心Toarouseinterestordesire喚起興趣或欲望Toprovidebenefits陳述產(chǎn)品福益及好處Toencourageaction鼓勵(lì)購(gòu)買(mǎi)行動(dòng)Chapter1

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SalesLetters如何吸引注意力或好奇心呢？信函寫(xiě)作的第一步要有吸引力，而且文字醒目。作者在呈現(xiàn)產(chǎn)品信息時(shí)，要發(fā)揮想象力和創(chuàng)造力，可以用疑問(wèn)句提問(wèn)、名人名句引用等形式抓住讀者的注意力。Thefirstpartofasaleslettermustbeattractiveandeye-catching.Togetcustomers’attention,thewritershouldmakehis/herimaginationandcreativitytopresentsalesmessage.Strategiessuchasstatingaquestion,havingaquotationorpromisingabenefitareveryusefulandeffective.Chapter1

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SalesLetters如何喚起興趣或欲望呢？信函寫(xiě)作的第二步是寫(xiě)出產(chǎn)品或服務(wù)的突出特點(diǎn)，展示產(chǎn)品的價(jià)值，這一點(diǎn)很關(guān)鍵。富有技巧性的描述能刺激客戶對(duì)產(chǎn)品保持持續(xù)不斷的興趣和欲望。

Theuniquefeaturesoftheproductorservicearethekeystothesecondstep.Demonstratingthevalueoftheproductorserviceandpresentingitsowncharacteristicsarebothwiseandtactfulinsettingitapartfromothers.Adeeperandmoresustainedinterestordesirewillsurelycomefromcustomers.Chapter1

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SalesLetters如何陳述利益和好處呢？

產(chǎn)品或服務(wù)所帶來(lái)的利益和好處應(yīng)該在信函中陳述清楚。如果讀者對(duì)該商品生成的利益和好處感興趣，他們購(gòu)買(mǎi)的可能性就高了很多。Inthisstepallthebenefitstheproductorservicecanbringtoreadersshouldbepointedoutandstressedsothatreaderscanunderstandclearlytheadvantagesofpossessingtheproductorservice.Ifcustomersliketheproductandenjoytheirbenefitsoftheservice,thepossibilityofpurchasingwillbegreatlyhigh.Chapter1

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SalesLetters如何鼓勵(lì)購(gòu)買(mǎi)行動(dòng)呢？信函寫(xiě)作的最終目的是要讀者發(fā)生購(gòu)買(mǎi)行為。因此，了解商品信息的路徑要暢通，如網(wǎng)址、電話號(hào)碼等信息都需寫(xiě)清楚。如果有必要，可以再用折扣、免費(fèi)禮物的方式進(jìn)一步吸引讀者。Theultimatetargetofasalesletteristomakereaderstakeactiontobuywhatisbeingpromoted.Theaccesstotheproductorserviceshouldbeavailabletoreadersaswellastheconvenientcontactinformationsuchascompanyaddress,websiteaddress,telephonenumbers,etc.Ifnecessary,freegiftsorspecialdiscountsarealsoofferedasincentivestoinducereaderstohaveapurchase.Chapter1

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SalesLettersTask1Task213TasksChapter1

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SalesLettersTask1假設(shè)你是南京B&B珠寶店的銷(xiāo)售人員李曉，你就職的這家珠寶店計(jì)劃近期要搞一次促銷(xiāo)活動(dòng)。經(jīng)理要求你寫(xiě)一封銷(xiāo)售信函，告訴顧客本店經(jīng)營(yíng)各種材質(zhì)的項(xiàng)鏈，品種齊全，選擇面廣，還能為客戶量身打造，勸說(shuō)顧客到珠寶店來(lái)購(gòu)買(mǎi)項(xiàng)鏈，同時(shí)宣傳一下本店的優(yōu)惠方案。信中還需表明，收到此封信函的顧客可享受25%的價(jià)格優(yōu)惠。

注意信中應(yīng)包含以下內(nèi)容：（1）文章開(kāi)頭有新意，突出購(gòu)買(mǎi)項(xiàng)鏈的積極態(tài)度。（2）本店經(jīng)營(yíng)各種材質(zhì)的項(xiàng)鏈，品種齊全，選擇面大。（3）可以根據(jù)顧客的要求，量身定制項(xiàng)鏈。（4）收到此封信函的顧客能夠享受25%的價(jià)格優(yōu)惠。（5）歡迎來(lái)到本店。Sample1DearMadams,

Doyouwanttomakeyourselflookmoreelegantinanecklace?Doyoudesiretohaveanecklaceofgold,pearlordiamond?

B&BJewelryCitycansatisfyyourdemands.WhenyoucometoB&BJewelryCity,afullcollectionofnecklaceswillbedemonstratedandyoucansurelychooseanecklacethatistomeetyourrequirementsbothindesignandprocessing.Moreover,youandyourfamilywouldbecustomizedontheindividualneeds.

Sample1ThelargeselectioninB&BJewelryCitycanprovideyouwiththefashionableandstylishnecklaces.Inaddition,customerswiththisletterwillenjoya25%specialdiscount.

Don’tmissthechancetofindyourselfafavoritenecklace.

WelcomeyoutoB&BJewelryCity!

Sincerely,LiXiaoNanjingB&BJewelryCityAddress：90ZhongshanRoad,Nanjing210000Tel：86-25-23652365；E-mail：B&B@126.comTask2假設(shè)你是美國(guó)一家快餐服務(wù)公司（Fast-foodCo.Ltd.；Address：5thAvenue,Boston,USA；Tel：86-36-78732；Fax：86-36-78732；E-mail:Pizza@hotmail.com）銷(xiāo)售部的經(jīng)理AnnaEvans，你正在回復(fù)一位老客戶（Mrs.Simpson）的咨詢(xún)信件。信中告之對(duì)方公司的促銷(xiāo)活動(dòng)及其時(shí)間，希望她能光顧本店。

注意信中應(yīng)包含以下內(nèi)容：（1）文章開(kāi)頭表明對(duì)客戶的咨詢(xún)信進(jìn)行回復(fù)，并隨函寄出最新目錄。（2）表明孩子圣誕放假，披薩是孩子安靜下來(lái)的最好食物。（3）免費(fèi)披薩2017年12月22日開(kāi)始到20181月3日結(jié)束。（4）本店經(jīng)營(yíng)的披薩質(zhì)量一流，奶酪新鮮，配方上乘，精心準(zhǔn)備。（5）提醒客戶使用隨函優(yōu)惠券，可以電話定購(gòu)，也可以網(wǎng)上下單。（6）歡迎來(lái)到本店。Sample2DearMrs.Simpson,

Asrequestedinyourinquiryof10Dec.2017,weencloseacopyofourlatestillustratedcatalogueofpizza.ChildrenarehomeforChristmasandyoucanhearthemscreamingforfood.Pizzacanhelpyoucalmthemdown..Thereisagreatpieceofnewsforyou—FREEPIZZAfrom22Dec.2017to3Jan.2018.You’dbettertakethechanceanddecideforyourselfatnocharge.Iguaranteeyouthatourfoodqualitywillbeatanyofthebigchainsinthisarea.Weuseonlythefreshestcheesesandbestingredientsandwecarefullyprepareeveryorderjustthewayyoulike.Nothingismoreimportanttomethanprovidingyouwith

Sample2amazingfoodatagreatvalue.

Takeadvantageoftheofferandusetheattachedcoupon.Youcanorderbyphoneat3678732oryoucanorderonlineat.It’seasyandsimpleenough.

So,ifyouaretiredofallthescreaming,pleasestopbyPIZZA.

Hopetoseeyousoon!.

Yoursfaithfully,AnnaEvansFast-foodCo.Ltd.Address：5thAvenue,Boston,USATel：86-36-78732

Fax：86-36-78732E-mail:Pizza@hotmail.comLetter1Letter2Letter3Letter420MorelettersforreferenceChapter1

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SalesLetters21TypicalExpressionsChapter1

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SalesLettersWearepleasedtointroduceournew…andfeelsureyouwillfinditveryinteresting.我們很高興介紹我們的新產(chǎn)品……相信貴公司一定會(huì)感興趣。Whynotenjoythewarmspringbyjoiningourtouristgroupafteracoldwinter?為什么不參加我們的旅行團(tuán)去享受?chē)?yán)冬后的溫暖春天呢？Asyouhaveplacedmanyordersinthepast,wewouldliketoextendourspecialoffertoyou.由于過(guò)去與我方有大量的訂單，所以我方非常高興給予貴方優(yōu)惠價(jià)格。Justimaginehowcomfortableyouwillbewhenstretchingoutyourlimbsonournewly-developed....想象一下，當(dāng)你在我們新研發(fā)的....展開(kāi)四肢，你是多么得舒適和愜意??！

5.1ArousinginterestsordesiresSpecialtermsareallowedtoyouifyou….

如果你方….，可以享受這個(gè)優(yōu)惠條件。Thisproduct/serviceisdesignedtohelpyou….

這款產(chǎn)品/服務(wù)可以幫助你….

Thisproductistheresultofourlatesttechnologyandenjoyshighreputationintheworldmarket.

這個(gè)產(chǎn)品是我們最新技術(shù)的成果，在全球市場(chǎng)享有很好的口碑。Sincethisisourfirsttransactionwithyou,wedecidetocutthepriceby3%.

這是我們的第一次交易，我們決定減價(jià)3%。

5.2 Providingbenefitsoroffers

LOREMIPSUMDOLOREnclosedistheinformationyourequested..

你方需要的信息資料隨函。Youcantryournewly-developed….fortwoweeksabsolutelyfree.

你可以?xún)芍苊赓M(fèi)試用我們新研發(fā)的….。Ourproductguaranteesaveryhighdegreeofreliabilityoveralongperiodofuse.我們的產(chǎn)品在長(zhǎng)期使用過(guò)程中保證有較高的可信度。Whywait?Comeandhaveatrialorder.

為什么要等？快來(lái)訂購(gòu)吧。

Weshouldbepleasedtoprovideademonstrationifitwouldbeconvenient.

如果方便，我們?cè)敢馓峁┮淮萎a(chǎn)品展示

5.3 Encouragingaction銷(xiāo)售信函的基本元素銷(xiāo)售信函的促銷(xiāo)要點(diǎn)25TipsforCross-borderE-commerceChapter1

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SalesLetters

Essentialpartsinunsolicitedlettersandsolicitedletters：（1）Analyzethereader分析讀者/客戶

Thismeansastudyofthereader’sneed.Humanbeingshavemanyneedsinlife.Somearesocial,e.g.friendship;somearepersonal,e.g.self-respect;someareaboutourbody,e.g.food;someareaboutourmind,e.g.asenseofsecurity.

銷(xiāo)售信函的基本元素

（2）KnowtheproductorserviceThisreferstoathoroughunderstandingofwhatisbeingsold.Itisdevastatingforasaleslettertogivewrongspecificationsoftheproductorservice.Themistakemayevenruinthesellingonceandforall.（3）Emphasizethebenefits

Thoughtheuniquefeaturescanmaketheproductorservicedifferentfromothers,readersstillpreferthosethatcouldbecountedinmoney.That’swhymanysalesletterwritersliketomakeuseoftheword“free”.

銷(xiāo)售信函的基本元素

(4)Reducethenegativeeffectofprice減少價(jià)格的負(fù)面影響Pricemeansmoneytobe