1. 朝陽科技大學 管理學院 行銷與流通學系 Business English 商用英文
Presented by
Kenny Huang, 黃兆鴻
Tuesday (06:20PM to 08:45PM) Oct. 21st,2014

2. 大 綱
大 綱

3. This chapter will illustrate how to negotiate with a potential business partner by discussing any concerned issues, such as company background, company reputation, features of products, and preferred business terms. The first part of this chapter regards how to initiate a quotation, and the second part is about further negotiation, i.e. counter-offer.

4. I. Making a quotation
When a supplier or manufacturer receives an inquiry, it should reply as soonas possible in order to show sincerity and seriousness toward potential business. Even if the inquiry does not seem to be related to the supplier’s line of business, or the supplier is not able to provide information that the buyer requested for, it is still courteous to reply to the letter. Especially in these days when competition is becoming intense worldwide, a company must grasp every opportunity to promote its reputation, products and services, no matter how slim the chance of successful transaction might be. In all of these cases, response to inquiries is often called ‘making an offer,’ or making a quotation.

5. Then, how does a supplier reply to inquiries
Then, how does a supplier reply to inquiries? To secure a deal, a supplier has to provide as much information as possible to convince the buyer that it is the buyer’s best possible partner. It is suggested that a supplier may include such information as the quality of the products, the company’s special features, the required delivery time, and required trade terms. The guidelines for writing such a letter are listed below:

6. 1. Refer to the buyer’s letter and/or inquiry.
2. Appreciate the buyer’s interest in the products. Also, in response to the buyer’s request, your company has already mailed or will mail printed matter, price list, or related materials.
3. Point out or introduce unique features or functions of the products. If necessary, emphasize the special features and functions of your company as well.
4. Indicate trade terms, such as payment terms, minimum quantity required, special
discount, and the best delivery date.
5. Express an earnest hope to establish a business relationship.

7. Example
Respond to an inquiry
Respond to an inquiry2

8. Example
A quotation

9. Example1
Respond to an inquiry

10. Example2
A quotation

11. Example3
Reply to an old customer’s inquiry
Reply to an old customer’s inquiry2

12. Example4
A follow-up of a trade fair
A follow-up of a trade fair2

13. Example5
Reply to an inquiry
Reply to an inquiry2

14. Example6
A supplier follows up a quotation

15. II. Counter offers ( 還　價)
The meaning of counteroffer is that a company negotiates better terms with its trade partners. Any aspect of the offer can be discussed during this negotiation stage. Things like prices, payment terms, quantity and quality of the products, packing, shipping schedule, and insurance terms can all be negotiated until both parties reach an agreement on all terms and conditions. This stage is crucial because both parties have to consider the deal from different aspects in order to obtain mutual agreement and benefits; otherwise, the negotiation will be terminated if no satisfactory results come out. Therefore, concessions and commitments are inevitably involved if both parties are serious about concluding the deal.

16. Below are some guidelines suggested for writing this kind of letters:
1. Refer to the offer or certain information that will be discussed in this letter.
2. Point out the main issues this letter is discussing.
3. State reasons or explain situation(s) to support the main points.
4. Propose options or suggestions.
5. Write a polite and hopeful close.

17. Example
Negotiating for beer price
Negotiating for beer price2

18. Example7
Negotiate a be er price

19. Example8
A buyer negotiates for better discount
A buyer negotiates for better discount2

20. Example9
A supplier declines a counter offer
A supplier declines a counter offer2

21. Example10
A supplier agrees to reduce the price
A supplier agrees to reduce the price2

22. Example11
Importer negotiates a minimum order

23. Example12
Supplier explains reasons of raising prices

24. Example13
Manufacturer explains the sample products and price

25. Grossary, Building Sentences, Useful Sentences, Exercise