PART ONE
LETTER FORMATS
Chapter
PARTS OF A LETTER
1
STYLES
2
MAILING
3
CHAPTER ONE
PARTS OF A LETTER
1. PARTS OF A LETTER
The different sections of a letter
1.1. THE HEADING & OPENING
Seventh line from the top of the page (seven returns). Every line of the address should be
centered on the page and single spaced. LETTERHEAD= 7 LINES
NDEC COMPANY
16/F, 955 Tun Hua Rd.
Taipei, Taiwan 10662
R.O.C.
TEL: (02) 705-8679
FAX: (02) 705-9037
January 4, 1994 is an example. DATE= 12-18 TOP
The European style looks like this: 4 January 1994 or 4th January, 1994.
The date line should be placed between the 12th and 18th line from the top of the page. The
two extremes of 12 and 18 should not be exceeded.
SECRET, PERSONAL, CONFIDENTIAL
inside address is begun four, six, eight or ten lines below the date line.
Names:
Mr. Everett C. Ho
Mrs. Alice Liu
Ms. Christina Kao
Names, Unknown Sex:
Lauren Coner
Jackie Maze
Names With Titles:
Ms. Ellen Smith, President
Mrs. Lori Clark, Manager
Too Long:
Miss Susan Frankens, Senior Vice President
Mr. Philip K. Manchester, Manager, Asia
Division
Two Line Name & Title:
Miss Susan Frankens
Senior Vice President
Mr. Philip K. Manchester
Manager, Asia Division
Full Inside Address:
Brooklyn Bow & Ribbon Co., Inc.
P.O. Box 508
Lybrook, NY 11563
Jack Brown, President
Atler Clothes Fashions
45 Blackton Street
Manchester 26
England
Ms. Ellen Smith
President
Big Apple Company
P.O. Box 5584
Singapore 9
Inside Address With Attention
Line:
Time Inc. Magazines
Time & Life Building
Rockefeller Center
New York, NY 10020
Attention: Mr. Greg Rogers
Time Inc. Magazines
Time & Life Building
Rockefeller Center
New York, NY 10020
ATTENTION: MARKETING DEPARTMENT
1.2. SALUTATION
Known Individual or Individuals
(Male)
Dear Mr. Brown:
Dear Sir:
Gentlemen:
Known Individual or Individuals
(Female)
Dear Mrs. Roberts: (married)
Dear Miss Roberts: (single)
Dear Ms. Roberts: (marital status not stated)
Dear Madam:
Dear Ladies:
Dear Mesdames: (very formal)
Two or More Persons
Dear Mr. Brown and Mrs. Roberts: (a man
and a woman)
Dear Ms. Roberts and Mr. Brown: (a woman
and a man)
Dear Mr. and Mrs. Miller: (a married couple)
Dear Ms. Lear and Mrs. Low: (two women)
Dear Misses Brown: (two women with the
same last name)
Dear Mr. Brown and Mr. Smith: (two men)
An Organization
When addressing a group, the dear is omitted.
Gentlemen: (organization of all men; can also
be used for an
organization
of men and women)
Ladies: (an organization of all women)
Gentlemen and Ladies: (organization of men
and women)
Ladies and Gentlemen: (organization of men
and women)
When the Person is Unknown
(The dear is omitted.)
To Whom It May Concern:
1.3. SUBJECT LINE
SUBJECT: PURCHASE OF NEW COMPUTER SYSTEM
Subject: Purchase of New Computer System
RE: PURCHASE OF NEW COMPUTER SYSTEM
Purchase of New Computer System
PURCHASE OF NEW COMPUTER SYSTEM
1.4. BODY
SHORT
MEDIUM
LONG
Length
< 100 words
> 100 and < 200
> 200 words
Side Margins
two inches
(5.1cm)
at one and one
half inches
(3.8cm)
one inch
(2.54cm)
Lines After Date Line
eight to ten
four to eight
four to six
empty
Line Spacing
double spacing
single spacing
double spacing
or occasionally
triple
Notes
One page
One page
Over one page
1.5. TWO-PAGE LETTERS (or longer)
 The last page of the letter should never contain just the closing.
 At least two lines of the body should be placed on the last page.
 Never use a hyphen (-) in the last word on a page.
 On subsequent pages, use the same color, size and thickness of paper as the first page
but without the printed letterhead.
 The heading begins one inch (2.54cm) or seven lines from the top of the page.
 The heading contains the person’s name, to whom the letter is addressed, the page
number and the date. One style must be chosen and used on all pages after the first
page.
Page 2 and up Headings (Two Methods-Choose One):
Brooklyn Bow & Ribbon Co., Inc.
page 2
June 5, 1994
Ms. Ellen Smith, President
page 2
June 5, 1994
OR:
Brooklyn Bow & Ribbon Co., Inc.
page 2
June 5, 1994
Ms. Ellen Smith, President
page 2
June 5, 1994
1.6. SIGNATURE BLOCK
Often Used Complimentary
Closings
Yours very truly,
Sincerely yours,
1.7. SIGNATURE
Sincerely yours,
Yours sincerely,
AST RESEARCH (FAR
EAST), LTD.
Very sincerely yours,
Frederick Wu
Yours truly,
Frederick Wu
Regional Manager
More Personal and Informal
Sincerely,
Cordially,
Cordially yours,
Yours cordially,
More Formal and Impersonal
Sincerely yours,
Frank Lin
Frank Lin
Assistant Manager
Respectfully yours,
Yours respectfully,
Very respectfully yours,
Respectfully yours,
Alex Yu
Alex Yu, Ph.D.
Branch Manager
Cordially yours,
Alex C. Black
Alex C. Black, MBA
Vice President
1.8. REFERENCE INITIALS
Allen Ronald Marwitz dictated a letter that
was typed by Ruth Walters. Here are the
different ways to write the notation:
Sincerely yours,
À ARM:RW Á ARM:rw  ARM/RW Ã
ARM/rw Ä RW Å rw
Alice N.
Loner
Alice N. Loner
Secretary to Mr. Brown
Block letter (mixed punctuation)
showing spacing arrangement
1.9. ENCLOSURE
Enclosed
Enclosure
Enclosures
Enclosures 2
Enclosures: 1. check for $50.00 2. check for $76.34
CHAPTER TWO
LETTER STYLES
2.1. PUNCTUATION STYLE
Mixed (or standard) punctuation:
Dear Mr. Lane:
Sincerely yours,
Open punctuation:
Dear Mr. Lane
Sincerely yours
2.2. BLOCK LETTER
Block letter (open punctuation)
displaying the different parts
2.3. MODIFIED BLOCK LETTER
Modified Block letter (mixed punctuation)
2.4. MODIFIED SEMI-BLOCK LETTER
Modified Semi-Block (mixed punctuation)
2.5. SIMPLIFIED LETTER
2.6. EXECUTIVE LETTER (mixed punctuation)
3.1. FOLDING A LETTER
Folding a letter
3.2. ENVELOPES AND ADDRESSES
Placing letter into the envelope
âThe basic supplies needed to write a business letter include letterhead, about A4 size, and a
typewriter or computer. The finished letter should look clean and professional.
âThe parts of a letter include: the HEADING (letterhead, date line, special notations), OPENING (inside
address, attention line, salutation line, subject line), BODY, CLOSING (complimentary closing,
signature, typed name, titles, reference initials, notations).
âThe signature block includes: complimentary closing, signature, typed name and titles.
âInclude appropriate salutation, subject line, complimentary closing and reference initials in a letter.
âUse only one punctuation style: open or mixed punctuation.
âThe block style is easy to create and saves time. In the block letter, all lines are begun at the left
margin.
âThe modified block style begins the date line and signature block from the center of the page.
âThe modified semi-block letter indents the date line and signature block, just as the modified block
style, and indents every first line of the body’s paragraphs.
âThe simplified letter style was created to save time. The structure is like a block letter, but the
salutation and complimentary closing are not included.
âThe executive letter may use executive size paper. The letter will place the inside address at the
bottom of the page. The date line and signature block will be indented while the first line of each
paragraph is also indented.
âA letter should be folded and placed in its envelope correctly. Use the accepted addressing styles and
abbreviations on the envelope.
PART TWO
EMPLOYMENT LETTERS
Chapter
FINDING AN OPEN POSITION
4
QUALIFICATIONS FOR THE JOB
5
APPLICATION LETTER
6
RESUME
7
CHAPTER FOUR
FINDING AN OPEN POSITION
4. SOLICITED APPLICATIONS
When a company advertises that it has a position open, an application is being solicited—
applications have been requested. A company may advertise in newspapers, magazines,
professional journals or other publications.
4.1. JOB APPLICATION FORMS
Chronological Order
EDUCATION
1985 Graduated from High School
1989 Graduated from College
1992 Graduated from Graduate School
Reverse Chronological Order
EDUCATION
1992 Graduated from Graduate School
1989 Graduated from College
1985 Graduated from High School
REFERENCES:
Reference
Name
Greg Chen
Position
Business Name & Address
Phone Numbers
Instructor
Tel: (04) 253-4427
Alex Wang
Manager
Feng-Chia University
100 Feng-Chia RD
Taichung, Taiwan, ROC
Dow Corning Taiwan, Inc.
11/F, 627 Min Sheng E. RD
Taipei, Taiwan, ROC
Tel: (02) 713-8739
Fax: (02) 717-3982
4.2. UNSOLICITED APPLICATIONS
The hard part of using unsolicited applications is that the job hunter takes responsibility for
searching out the job he/she wants. An aggressive attitude and hard work will help to get a
good job. The person looking for a job (job hunter) is selling a product—him/herself. An
unsolicited application is like a sales letter for a person.
CHAPTER FIVE
QUALIFICATIONS FOR THE JOB
5. QUALIFICATIONS
A self-analysis can help a person understand what qualifications he/she has. A self-analysis
can be done by writing the different strengths you have. Anything that is positive should be
included in your list, like: education, experience, good speaking ability, ability to make
friends quickly, computer skill, writing English, etc. This analysis can be a guide for writing
your application letter and résumé.
5.1. EDUCATION
The level of new employees’ education is very important to employers. Lack of education
means higher expenses for the employer to train new employees.
When writing about education, make sure to mention the area of study—major. Include any
classes that are important for the job. Be sure that translations of course names do not
conflict with the school’s translations.
Another important part of education, which can be included, is school activities. Joining
clubs and sports teams shows the ability to get involved and handle responsibility.
5.2. WORK EXPERIENCE
Any kind of working experience can be used in this section—answering phones at a family
company, writing letters for a local factory, helping at a tea shop, etc. All these jobs show
initiative and a sense of responsibility.
When writing about work history, it is important to be specific. Tell the position held and
what the important tasks of the job were. Do not mention circumstances surrounding the
employment, such as, My parents made me work.
5.3. OTHER CHARACTERISTICS
It is important to use examples from life that show some skills that are useful for the job. For
example, a person may write that he/she has a great interest in understanding foreign
cultures and languages. It would be better to write that he/she has lived overseas for six
months and has been studying Russian for five years.
CHAPTER SIX
APPLICATION LETTER
6. APPLICATION SERIES
The two-part application is made up of an application letter and a résumé (or data sheet). The
résumé will give a quick history of the applicant. An application letter will elaborate the
important and relative points of the résumé.
The attitude of a letter of application should be I AM VALUABLE TO YOUR COMPANY. The
writing must be aggressive and positive. Never write an apology for the lack of education.
Instead, emphasize work experience. If work experience is scant, emphasize education and
school activities.
6.1. APPLICATION LETTER
6.1.1. FORMAT
This letter may contain three to four paragraphs. The first paragraph is simply an
introduction, but the other three contain the main message in this letter. Each paragraph
must be directed toward the same job. Do not write every skill or experience you have, but
only the important ones for the job being applied for.
6.1.1.1. PARAGRAPH ONE:
Refer to how the job opening was found (if it was a solicited application).
Next, tell something about the company being written to. Sound as if you are educated about
the company, their products or at least the market they are in.
If you know someone in the company, you may mention his/her name and position.
6.1.1.1. EXAMPLE 1
First paragraph from a solicited application letter.
I saw your advertisement for a sales manager in The China Post on June 8.
I am very interested in this position and feel that I am well qualified.
Please consider me as an applicant for this position.
6.1.1.1. EXAMPLE 2
First paragraph from an unsolicited application letter.
A Ms. Hayworth recently informed me that there is a job opening in her
department, the Marketing Department of the Asian Division. At this
time, I would like to be considered as an applicant for this job.
6.1.1.2. PARAGRAPH TWO:
Describe quickly and accurately what kind of work is being done at present.
Go into some amount of detail, so the reader can better understand the situation. Use this
chance to tell the reader what skills are used now that are important for the new job.
This paragraph lets the reader know about the applicant’s experience in some special areas.
Limit these statements to relative subjects.
6.1.1.2. EXAMPLE 1
Paragraph emphasizing the applicant’s responsibility and leadership skills.
At Taichung College, where I am a student, it has been my pleasure to be
president of my class for the last three years. As such, I often have had to
take responsibility for class projects and activities. I have organized
several trips, for my class, around Taiwan. The planning of these trips
involved complex scheduling, good communication skills and a strong
sense of responsibility; I feel these skills are important to success.
6.1.1.2. EXAMPLE 2
Paragraph emphasizing communication skills the writer possesses.
I am presently employed at the Number One Sports Center. In this parttime job, I have learned how to communicate effectively with customers.
My job is to answer customer’s questions about products while also
handling any complaints. Because Number One Sports Center
concentrates on new products and highly specialized exercise equipment,
customers have numerous questions about use, quality, price, service, etc.
6.1.1.3. PARAGRAPH THREE:
Match personal qualifications with the requirements of the position.
Make references to the résumé, pointing out that it contains the experience and education
needed for this job.
This paragraph can cover the applicant’s education history, showing that the major fields of
study, or at least some classes that are related to the job requirements.
To finish this paragraph, make some kind of statement of confidence. A good attitude makes
the writer appear enthusiastic about the company and the job.
6.1.1.3. EXAMPLE 1
Paragraph showing education in English.
My major field of study in college was international trade, at The Overseas
Chinese College of Commerce, see enclosed résumé. In my English studies,
I consistently scored above 90. I feel confident that my English skills are
well suited for this position.
6.1.1.3. EXAMPLE 2
Paragraph emphasizing work experience and completion of college degree.
My last two jobs have involved secretarial work at large shoe
manufacturing companies (see enclosed data sheet). While working fulltime, I was also able to complete my college degree in international trade.
I am well-versed in the responsibilities of this job opening and feel very
optimistic that I can make a useful contribution to your company.
6.1.1.4. PARAGRAPH FOUR:
Thank the reader for his/her time.
Supply the reader with a phone number, fax number or address for making contact or in case
more information is needed. The reason for contact should be for an interview. The idea of
an interview should be suggested.
6.1.1.4. EXAMPLE 1
I look forward to hearing from you and setting up a time for an interview.
You can contact me on any weekday after one o’ clock. My home number
is (302) 675-8743. I appreciate your consideration in this matter.
6.1.1.4. EXAMPLE 2
Thank you for taking the time to look over my application. If the
opportunity for an interview should arise, please contact me at my home
number between twelve and four in the afternoon.
6. EXAMPLES:
Terry Pan
11/F, 84 Jen Ai Road, Sec 4
Taipei, Taiwan
September 10, 1994
Niki Marketing Firm
2/F, 103 Chung Cheng RD, Sec 1
Taipei, Taiwan
ATTENTION PERSONNEL DEPARTMENT
Dear Sir:
SUBJECT: APPLICATION FOR SALES POSITION
I recently read about your business in the Taiwan Trade Today journal. I believe my experience and solid
education make me an ideal candidate for a sales and marketing position in your firm.
I am presently looking for a position due to the closing of Niko Mart, where I was employed. Since the
closing, in August, I have been attending classes at National Chung Hsing University. Although I
already have a degree in international trade, I have been studying advanced marketing courses so as to
sharpen my skills.
I have over two years of sales experience. As my enclosed resume indicates, I have held numerous sales
positions. My experience includes handling money and accounts, creating advertisements and
promotional material and point-of-sale display organization.
I hope to have an opportunity to discuss my experience with you further. Please call me at (04) 322-4168
after 6:00 p.m. to arrange an interview. Thank you for your consideration.
Sincerely,
Terry Pan
Terry Pan
ENCLOSURE: 1 RESUME
UNSOLICITED APPLICATION LETTER
o Starts with reference and statement of confidence.
o Explains why he is seeking employment at this time.
o Gives details of work experience/education and references.
o Positive ending.
SOLICITED APPLICATION LETTER (next page)
o References the advertisement for the position.
o Describes present job situation.
o Explains possession of the skills required for the position.
o Supplies clear times and telephone number for contact.
Susan C. Wu
1 Mei Lung St.
Taoyuan, Taiwan
August 10, 1994
Proctor & Gamble Taiwan, Ltd.
16/F, 120 Chien Kuo N. Rd., Sec 2
Taipei, Taiwan
ATTENTION: G.L. GRODY
Dear Ms. Grody:
SUBJECT: ACCOUNTANT POSITION
I recently graduated from college, and I am presently exploring career alternatives. I read your
advertisement in the August 8 issue of The China Post. I welcome an opportunity to talk to you about the
accounting position described. My résumé is enclosed.
I am presently working as a cashier at a local bread store. My responsibilities include handling
money, bookkeeping and closing the store at night. Because my education is in the accounting area, I
would like to find work that is more specialized.
My experience over the past three years has prepared me to be a responsible and conscientious
employee. Accounting is the area where I have excelled at college. My accounting grades are all above 85,
see my enclosed school transcript. Cost accounting, a requirement for this position, is an area that I am
very comfortable in. Enthusiasm and responsibility are qualities I have developed in my part-time and
full-time jobs, see résumé. The position advertised is just what I am sure my skills are well suited to.
For more information, please contact me at my home on Sundays and Mondays between 12:00 p.m.
and 6:00 p.m. or any evening after 8:00 p.m., at (04) 231-4439. I look forward to hearing from you.
Yours Truly,
Susan C. Wu
Susan C. Wu
ENCLOSURE
CHAPTER SEVEN
RESUME
7. RESUME/DATA SHEET
A résumé (also called a data sheet) is the most important part of a job search.
It is one or two pages that tells the applicant’s history. Some people make very creative
résumés in the hope of getting the attention of the reader.
If the company being applied to is a company that emphasizes creativity, this approach is a
good idea.
In normal business résumés are conservative.
Most employers like a one page résumé. Keep the résumé short and sweet.
A long résumé may be counterproductive.
7.1. FORMAT
Although you may decide how to arrange the general appearance of your résumé, the basic
subject matter does not change.
At the top of the page, place your full name and address, also include a telephone number.
The next important part of a résumé is a goal statement. For a student, new to the job market,
this goal or CAREER OBJECTIVE is very important.
After this line, the résumé will break into major headings such as education and experience.
At the bottom of the résumé write, References furnished upon request.
7.2. EDUCATION
7.2. EXAMPLE 1
EDUCATION:
1993-Present
Major in Computer Science,
Feng Chia University,
Taichung, Taiwan, R.O.C.
Associate Degree
Majored in Computer Science,
Taichung Business College,
Taichung, Taiwan, R.O.C.
1988-1992
7.2. EXAMPLE 2
EDUCATION:
1991-1993
Associate Degree
The Overseas Chinese College
of Commerce, Taichung, Taiwan
Majored in International Trade
Member of Finance Club
1988-1991
High School Diploma
Chang Hwa Commercial High
School, Chang Hwa, Taiwan,
Majored in Accounting,
President of Accounting Club
7.3. EXPERIENCE
7.3. EXAMPLE 1
EXPERIENCE:
1989-present
Yohoma Sports Center
Tainan, Taiwan
Salesclerk
Part-time. Assist customers in
equipment that fits their needs.
1985-1989
(Summers)
choosing sports
Wang Fabrics Co.
Tainan, Taiwan
Office Assistant
General work around office, including filing,
keyboarding,
and answering phones.
7.3. EXAMPLE 2
EXPERIENCE:
Sept. 1993present
Acer Information Center
Taichung, Taiwan
Teaching Assistant
Responsibilities include:
assist students in operating and
learning computers, arrange
class schedule and handle
student records
July 1992-
Feng Yuan Branch of Taiwan May May 1993
Taichung, Taiwan
Cashier
Responsibilities included:
update customers’ records,
make deposits and withdrawals
Jan. 1992April 1992
Lai Lai Department Store
Taichung, Taiwan
Cosmetics Saleswoman
Responsibilities included:
selling cosmetics, introducing
and demonstrating cosmetic
use to customers
Bank
7.4. OTHER SUBJECTS
If there are other important accomplishments that do not fit into the above two categories of
education and experience, a new category can be used. Such a category is called personal,
other, capabilities, accomplishments, personal affiliations, professional affiliations, etc. This
section can tell information about hobbies, interests, etc. For a very short résumé, this extra
section can be helpful to fill the page so that it does not look empty.
EXAMPLES:
Venica Sue
Present Address:
231 Shi-Fu Rd.
Taichung, Taiwan
TEL: (04) 324-9848
Permanent Address:
11/F, 84 Jen Ai Rd., Sec 3
Taipei, Taiwan
TEL:(02) 775-4497
GOAL: The position of assistant manager with opportunity to move
into Marketing Department
EDUCATION:
1989Present
EXPERIENCE:
1993
Summer
1992
Summer
The Overseas Chinese College of Commerce
Taichung, Taiwan
Majoring in International Trade
CITIBANK
Taichung, Taiwan
Assistant Teller
Part-time: dealt with customers’ problems and
complaints
Li-Mei Company
Taichung, Taiwan
Secretary
Part-time: handled documents, books and schedules
ACHIEVEMENTS:
*Japanese Club vice president
*English Conversation Club treasurer
*Japanese Contest champion
*English Speech Contest: fifth place prize
SPECIAL SKILLS:
*Computer programming ability
*English typing
*English business writing
EXAMPLE OF STUDENT’S RÉSUMÉ
o Includes a present address and a permanent address.
Tamara Paul
21 Schmidt Avenue
New Haven, CT 06514
(203) 787-5210
EDUCATION
1991-1993
Yale School of Management, New Haven, CT
Candidate for Master’s degree in Public and Private
Management, May 1988. Emphasis in marketing and
strategic planning.
1985-1989
Oberlin College, Oberlin, OH
BA in Economics
Comfort Starr Fellowship
Appointed student member of President’s Advisory
Committee on Budgetary Affairs. Member of
Student Organization Funding Committee.
EXPERIENCE
Summer 1992
American Consumer Products, Westport, CT
Corporate Market Analysis and Planning
Developed and evaluated forecasts by market
sectors. Analyzed sensitivity of demand to
cannibalization, economic scenarios, and ecological
change. Presented findings to top management.
1990-1991
Data Management Corporation, New York, NY
Project Director
Directed marketing research projects from study
design through analysis of data and report-writing.
Provided manufacturers/advertising agencies with
primary research data used to:
l develop marketing strategies
l forecast new product potential
RESUME (IN REVERSE CHRONOLOGICAL ORDER)
o Covers the specific areas studied in school.
o Gives details of work experience.
Tamara Paul
-2-
Summer 1989
Thomas Marketing Research, New York, NY
Junior Project Director
Designed questionnaires, analyzed data, and wrote
reports. Account responsibility included
Chesebrough-Ponds and Gillette.
1987-1988
Brewington Associates, Summit, NJ
Market Research Field Assistant
Acted as liaison between project directors and
field force.
Aided in the direction and supervision of data
gathering staff of 60 supervisors and 200
interviewers.
Professional
Affiliations
American Marketing Association 1984-present
Junior Achievement Counselor 1985-present
âApplications can be solicited through advertisements. It is important to carefully follow the
instructions and understand the requirements of the application form.
âKnow what your qualifications are before you begin looking for a job. Analyze your strong points.
âPrepare complete information about your education history. Include school activities as well as
subjects studied. Also prepare a complete list of your working history. Any type of work may be
included.
âApplication letters should be as specific as possible about the job you are applying for. Show you
know something about the company and that you are interested in it. Be enthusiastic.
âUse the application letter to elaborate on exactly what you have done in your previous jobs. Relate
your experience to the job you want. Press for an interview.
âMake sure your résumé follows the correct format of reverse chronological order and includes the
major topics of career objective, work experience, education and special skills.
âDo not send a résumé or application letter without making sure that there are no mistakes. Use the
best paper and printing device you can gain access to.
PART THREE
INQUIRIES
Chapter
LETTER OF INQUIRY
8
LETTER OF RESPONSE
9
PART THREE INTRODUCTION
Inquiries are one of the most useful tools in business communications.
They can be used to introduce your business to another business, find answers to specific
questions, request information and material, open negotiations, etc.
If you have any questions even if they do not relate to business transactions, a letter of
inquiry can quickly help you find answers.
The only restriction on inquiries is that they are specific enough, so the reader knows what
the questions are and he/she is able to answer them.
When an inquiry is received, a prompt reply is not just a courtesy, it can lead to important
new business. Assigning priority to inquiries is vital.
CHAPTER EIGHT
LETTER OF INQUIRY
8. LETTER OF INQUIRY
The most common letter in the business world is the letter of inquiry.
It is used whenever someone has a question.
A letter of inquiry is often the first communication between two companies. Maybe there is a
question about a company’s products or about its prices or even about its services. A letter of
inquiry is the letter to write to get answers to questions.
An inquiry letter should make a good impression, look professional and clearly state what the
questions are.
There is no limit on the number or type of questions that can be asked. Questions may be
about a company’s products, services, history, finances, research and development, etc.
8.1. FORMAT
A letter of inquiry has four paragraphs. Each paragraph centers on a different subject.
Try to make the situation surrounding the inquiry as clear as possible. If a question is very
complex, break it into separate sections, like: A. B. C., so the reader can be sure to answer
every detail.
Avoid general statements that have no real meaning. The accuracy of the answer depends on
the amount of concise business information included in the questions.
8.1.1. PARAGRAPH ONE:
In this paragraph, tell the reader where and when the company’s name was found—a
reference.
Include in this paragraph some information about the company being written to.
8.1.1. EXAMPLE 1
Last week, July 20, I saw your advertisement in the Farmer’s Weekly
journal. In your advertisement, I read that you are offering a 20 percent
discount on your new A400 tractors. I know the A400 has won the
National Quality Award this year.
8.1.1. EXAMPLE 2
I recently met one of your employees, a Mr. G. Gates, at the Taipei World
Trade Show (October 4-7). He informed me that your company is looking
for a distributor in Taiwan. My company may be just what you need.
8.1.2. PARAGRAPH TWO:
The next section of a letter of inquiry serves to introduce the writer or the writer’s company.
Give the impression of a hard worker and show some gratitude.
Pay special attention to only write about the important issues. Tell the reader about yourself,
but only those particulars related to the questions.
EXAMPLES:
8.1.2. EXAMPLE 1
As a farmer, I have found your products to be most useful in my work. The
A400 tractor is a good replacement for my XL20 Yokahama tractor. I hope
that you can be flexible in your pricing policy. In the past, when I dealt
with your company, I found your terms agreeable and fair.
8.1.2. EXAMPLE 2
As you may already know, our company is the largest distributor of
foreign produced makeup in Taiwan. At present, we distribute over
twenty brand names. Our experience gives us a great advantage over
other distributors in Taiwan.
8.1.3. PARAGRAPH THREE:
This paragraph is for asking the questions.
Being specific is the key to this paragraph. The question: Could you please send me
information on your company’s new products? will be answered depending on what the reader
thinks is important. A better question to ask would be, Could you send me information on your
new computer products?
Price quotations are good examples. With the general request: Please send me information on
your products, including prices. the reader can only send something like a catalog. A more
exact request will give the impression that the writer knows what he/she wants. A better
sentence is: Please send me information on your raw material for shoe manufacturing. The
next sentence could be: Include prices for shipment not larger than one metric ton—to be
shipped in mid July. The reader is now able to quote accurate prices, which can also include
discounts.
8.1.3. EXAMPLE 1
In the next six months, I would like to purchase a new tractor. Please
send me any information you have on the A400 tractor, including pricing,
finance terms, warranties and performance specifications. If you have
any other products that you feel would better suit my needs, please
include information on them.
8.1.3. EXAMPLE 2
We would like to distribute your makeup products here in the Taiwan
market. If you are interested, we would like to begin negotiations right
away. Please inform us of the product lines you would like to sell in this
market. Include details concerning marketing and pricing strategies.
8.1.4. PARAGRAPH FOUR:
In this final section of an inquiry, conclude by thanking the reader for taking the time to read
the inquiry. One good subject to mention is time—Thank you very much for your time.
Include a time frame in which a response is expected.
Do not write that the information is needed by next week if it really is not needed until next
month. Give the company a reasonable amount of time to respond.
8.1.4. EXAMPLE 1
Thank you for your assistance in this matter. I hope you can respond to
my inquiry before October. I plan to make my purchasing decision in late
October.
8.1.4. EXAMPLE 2
Please respond by letter or fax before the end of the month. We look
forward to a very productive relationship with your company. Thank you
for your time.
8. EXAMPLES:
September 5, 1994
Mr. Alex Long
Acme Fax Machines, Inc.
54 Apple RD
Long View, FL 24874
Dear Mr. Long:
SUBJECT: PURCHASING BUSINESS FAX MACHINES
I read your direct mail advertisement on August 10. You carry a wide selection of facsimile machines
that are specifically for business use. You also carry fax cards for use with computers.
Our firm, with 20 professional consultants, is interested in purchasing three facsimile machines to
communicate more quickly with our clients. We also need communication equipment for use with
notebook computers in the field.
Our criteria are:
o lowest possible price
o ability to delay transmissions until lowest phone rate periods
o good resolution of both text and photographs
o minimum service problems, preferably with self-diagnostic system
o computer cards allowing fax transmission to notebook computers
Please send me written information on how well your line of fax machines meets these criteria. (We will
not respond to phone calls unless we have written information.)
Thank you for your cooperation. Please send a reply before September 20. Make sure the information is
complete so that a decision can be made quickly.
Sincerely,
Jack Chen
Jack Chen
Vice President
JC:AS
INQUIRY ABOUT OFFICE EQUIPMENT
o Describes the business.
o Explains the need for the product.
o List limitations, such as price limits.
October 23, 1994
Far Away Computers, Co.
754 San Ming RD
Tsien Chu, Taiwan
ROC
ATTENTION: JOHN LEE, VICE PRESIDENT
Dear Mr. Lee:
RE: INFORMATION ABOUT YOUR BACKUP UNITS
At the September Taipei Computer Trade Exhibit, your representative, Mr. Chan, introduced your new
backup equipment. I understand that your business has recently made an agreement to supply Fujitsu,
of Japan, with backup units.
Our business involves large amounts of data storage. Recently, we have begun looking for a backup
system to replace our X-48 tape system.
Some of our specific needs include:
o
smallest possible size
o
capability to update specific files in the archive
o
low data corruption rate
o
backup speed exceeding 10 MB per minute
If you have any products that meet these requirements, please arrange for a representative to meet with
our purchasing officer. You can contact us through Bill Chen, at 768-4481. Thank you for your
assistance.
Sincerely,
Susan Walters
Susan Walters
Purchasing Officer
INQUIRY ABOUT OFFICE EQUIPMENT
o Describe your business.
o Explain the situation surrounding the use of the products.
o Tell the reader how he/she can contact you.
ALEX SHIEH
598 WEN HUA RD
TAIPEI, TAIWAN
ROC
September 19, 1994
Picture Perfect, Inc.
534 Olympic Blvd.
Los Angeles, CA, 94476
USA
Dear Sir:
OBTAINING A PICTURE PERFECT FRANCHISE
On a recent trip to the United States, I visited some of your stores in California. I was very impressed
with the type of services offered. This kind of photography outlet would be perfect in the Taiwan market.
I am interested in buying a Picture Perfect franchise in Tainan, Taiwan, and would like to know if you
offer your franchisees:
l location analysis
l help in constructing facilities
l ongoing staff training
l discount on supplies
l national advertising
I would also like to know your requirements of franchisees regarding:
l start-up costs and fees
l royalties
l advertising and promotion contributions
Please send me whatever information you have, before December, about franchisees as well as details
about each of these specific areas. I look forward to learning more about owning a Picture Perfect
franchise.
Yours truly,
Alex Shieh
Alex Shieh
INQUIRY ABOUT A FRANCHISE
o Clearly list the questions you have.
o Be positive but stick to the facts.
INQUIRY ASKING FOR A SAMPLE (next page)
o References an earlier meeting in Taipei.
o Introduces the business & supply specifications.
o Requests samples.
May 10, 1994
Manor Machines, Inc.
Purchasing Department
4532 Hickory Lane, Suite 3
Foster City, CA 19970
U.S.A.
ATTENTION: MR. GREG LOUD, MANAGER
PURCHASING DEPARTMENT
Dear Mr. Loud:
SUBJECT: COMPUTER CASING SAMPLES
I hope you remember our meeting at the Taipei World Trade Center on April 20. At that time, we spoke
about the possibility of your company supplying us with casings for our computers. I have included my
company’s latest catalog, so you can see the types of computers we manufacture.
Science Keys, Inc. has been marketing computer parts in Taiwan since 1975. Our OEM work began
soon after. We have a great amount of experience in international shipments. We are presently marketing
our own brand name products in the U.S. and E.C. markets.
Our next computer product will be a RISC based work station. Because of the stringent E.C.
regulations concerning radio frequency interference, we require cases that shield against radiation emission.
If you are interested, we would like to examine some samples of your computer cases. Specifically, please
send us samples of your most advanced desk-top and tower designs. Please include specifications concerning
radiation shielding.
If you require any other information, please feel free to contact me. We are interested in placing a bid if
your quality meets our needs. Thank you for your cooperation.
Respectfully yours,
Jack Chen
Jack Chen
Purchasing Manager
CHAPTER NINE
LETTER OF RESPONSE
9. LETTER OF RESPONSE
After receiving a letter of inquiry, respond immediately. Answer every inquiry, even when
doing so will not lead to any future business transactions.
An inquiry may appear unimportant at the time, but its real value is in keeping a good
relationship with consumers.
By answering inquiries quickly, a business probably can gain some edge over the competition.
A business must reach a balance of speed and quality—efficiency—that maximizes
opportunities.
9.1. FORMAT
In a letter of response, it is the writer’s responsibility to explain the benefits of doing business
with his/her company.
Some questions may be answerable with a simple YES or NO, but do not leave it at that.
Explain the answer. Write everything that will help to sell the company’s products and
services.
Be positive in this letter. Tell what is good about the products.
Try to understand what is important to the person who wrote the inquiry letter. Direct the
answers, so they cover those areas that are important.
Finally, write a letter that is polite and answers all the writer’s questions completely.
The subject line needs to be included if the response is directed to a business. A letter
directed to an individual consumer should avoid the subject line. For letters written to
individuals, we may omit the subject line in the hope of creating a friendlier atmosphere.
A letter of response will usually contain three paragraphs.
9.1.1. PARAGRAPH ONE:
Start off this letter by referring to the letter of inquiry received. This can be done by
mentioning the date the inquiry letter was written (not the date it was received) and maybe
by recalling some questions in the inquiry. This is called a reference.
Introduce the subject of the letter. If the inquiry was primarily concerned with only one
product, begin by writing a short introduction of the product. An introduction of the
company is also desirable and may be needed if the inquiry did not center on one subject.
9.1.1. EXAMPLE 1
Thank you for your letter of July 20, in which you expressed an interest in
purchasing one of our A400 tractors. The A400 is an excellent choice for
the medium sized farm. You will find the A400 is the highest quality
machine in its class.
9.1.1. EXAMPLE 2
I was glad to receive your letter of October 10. Mr. Gates informed me of
his meeting with you and I was awaiting a communication from you. New
Wind Cosmetics is the largest cosmetic manufacturer in the American
South East and is eager to expand to overseas markets.
9.1.2. PARAGRAPH TWO:
In the second paragraph, answer the questions that were asked in the letter of inquiry. When
answering questions, do not assume the reader should understand everything that is written.
It is better to assume the reader knows very little and there is a need to explain as much as
possible.
Occasionally, the answer to a question may not be known. When this happens, an attempt to
find the answer should be made. If the answer still cannot be found, the writer should tell the
reader.
It is important that he/she conveys a positive message. It is not good to state, I could not find
the answer. Tell the reader that the information is not available at this time. The writer can
even direct the reader to a company that can answer the questions. This will increase the
atmosphere of friendliness. Although the reader may go on to ask a different company, he/she
will remember the good service received.
A question may ask about a negative aspect of the company’s products. For example, a
question may ask, Do you offer extended service on your air conditioners? The potential
customer wants to find the company that has the best air conditioner. In doing so, he/she
feels that an important factor to consider is extended service. As the reader of this question,
we can quickly understand the writer’s point of view, his/her attitude. We may feel that we
have no opportunity because the company does not offer extended service on its air
conditioner. The customer has given us an opportunity though by letting us understand
his/her needs.
As salespersons, it is our responsibility to help the customer understand better what he/she
wants. A good salesperson can quickly see that what this consumer is looking for is an air
conditioner that will not break down.
In answering the question about our service, we can inform the reader that we do not have
extended service because our air conditioners have the lowest rate of failure. We must be
honest and assist the reader to understand the whole situation, which he/she would miss if we
only answered with a simple NO.
9.1.2. EXAMPLE 1
I have included some material that answers most of your questions. The
A400 fits your needs perfectly. The terms of sale are very competitive.
Deer Farm Equipment can beat any competitor’s offer for a tractor of
equal quality.
9.1.2. EXAMPLE 2
Let me supply you with some information about our products and
marketing plans:
1. We would like to market our Love Sick line of products in Taiwan. This
line includes perfumes, cosmetics, and soaps.
2. Our expected marketing budget has not been finalized at this time, but
we expect to begin with a substantial commitment of funds.
3. We have not completed our plans on this matter, but we would expect to
keep profit margins approximately equal to what they are in our domestic
operations, which is 3.4 percent. Considerations will be made for opening
a new market.
9.1.3. PARAGRAPH THREE:
In the last paragraph, thank the reader for his/her interest in the company or product. This
section is really an invitation for future communications.
9.1.3. EXAMPLE 1
Let me thank you again for your interest in the A400 tractor. If the
information I have included is not satisfactory or if you have any other
questions, please feel free to contact me.
9.1.3. EXAMPLE 2
Thank you again for your inquiry. I know we can cooperate on a
successful venture to market New Wind Cosmetics products in Taiwan.
When there are any other developments in this matter, please contact me
personally.
FMA TRAVEL BAGS
7/F, 481 MIN SHENG E RD
TAIPEI, TAIWAN
R.O.C.
TEL: (02) 505-8734 FAX: (02) 505-3298
October 12, 1994
Robert Edgar, Manager
Monolith Company
7894 Ross Avenue
Dallas, TX 58746
USA
Dear Mr. Edgar:
SUBJECT: INFORMATION ABOUT FMA TRAVEL BAGS
In response to your fax, of October 7, our products all follow our company’s philosophy of convenient
use for the customer. At present, our product line ranges from low end grooming kits to high end laptop
computer cases.
We have included a catalog of our traveling accessories. Also enclosed, our current price list and a
preview of new products being released this spring. All our products are ready to receive any specific
additions you request. We can add features such as: company name and logo, special colors, extra pockets
to fit your own line of products, etc. If we do not carry just what you are looking for, our production team
can work with you. Send us your specifications or work with us from the drawing board to create just the
product you want.
Thank you for your interest in our company’s products. Let us know what market segment you
normally supply, and I am confident we can match your needs. We are eager to work with you and can
assure you that our quality, flexibility and pricing combinations are the best in Asia.
Truly yours,
Lori Wang
Lori Wang
Marketing Supervisor
LW:jc
ENCLOSURE: 1 CATALOG
2. PRICE LIST
RESPONSE TO AN INQUIRY ABOUT TRAVEL BAGS
o References the inquiry and introduce the company.
o Introduces product features and enclosed catalog.
o Positive ending about future business opportunity.
STAR LINE GOODS, LTD
7F, 74 TIEN CHIN ST., SUITE B
TAIPEI, TAIWAN
R.O.C.
TEL:(02)717-3439 FAX:(02)717-2874
TLX:21064 STAR
September 23, 1994
Philip Edgar, Director
123 Enterprise Ave.
Secaucus, NJ 07094
USA
Dear Mr. Edgar:
SUBJECT: SUPPLY OF HOUSEHOLD APPLIANCES
We were honored that your organization considered our company as a supplier, reference your inquiry,
September 14. From experience we know that your standards are very high.
Eight months ago we could have fulfilled your demand for household appliances, specifically: toasters,
irons, fans and lamps. Presently, we are unable to help you. Since our last transaction with you, our
company has divested itself of that division so that more energy and resources could be concentrated on
our sporting goods line.
If you ever find the opportunity to move into the sporting goods market, please contact us. We know you
can capture good sales with our products. Again, we are sorry we cannot assist you.
Cordially Yours,
C.T. Shieh
C.T. Shieh
Vice President
CTS:ml
RESPONSE TO AN INQUIRY FOR A SUPPLIER
o Makes a reference to the subject of the inquiry.
o Explains that the request cannot be met.
o Apologizes and emphasizes future business
âA letter of inquiry can help you make a good first impression.
âWhenever a question arises, an inquiry is a good way to find the answer. Businesses everywhere pay
attention to inquiries, no matter how small.
âAvoid general statements and help the reader better understand the situation. In this way, it is more
likely to receive a useful answer.
âDo not make unreasonable requests. Make the reader’s work as easy as possible.
âRequest a response in a time frame that satisfies the needs of the writer and that the reader can meet.
âA good policy is to respond to all inquiries you receive.
âSpeedy replies to inquiries can give you an edge in business transactions. Answer questions quickly
and completely.
âWhen an answer cannot be found, direct the customer to where he/she may be able to find the answer.
âDo not simply answer questions: understand what it is that the customer really wants. Write positive
answers that show the strengths of the business and its products, not the weaknesses.
PART FOUR
SALES LETTERS
Chapter
SALES LETTER
10
PROMOTION LETTER
11
PART FOUR INTRODUCTION
Sales letters are written for an individual to read.
The person may be a previous customer, a current customer or maybe even a patron of a
different company. He/she may not be a customer at all, but simply expresses some interest in
the product or company.
The name and address of the person is taken from a mailing list.
Some companies have built very large mailing lists. Magazine publishers, for example,
establish mailing lists as a crucial part of doing business. These lists can be purchased or
rented.
Promotion letters are sent to a wider audience than sales letters. Although the names and
addresses may be obtained in the same way as sales letters, the promotion letter will often not
be addressed to an individual.
Because it is more general, the promotion letter has a higher chance of never being read. It is
classified as junk mail. It is important, therefore, to design a promotion letter that grabs the
attention of the reader.
CHAPTER TEN
SALES LETTER
10. SALES LETTERS
A sales letter is often used for customers who have already purchased one of the company’s
products.
Records can be kept when a customer buys a product. With this information, a business can
better judge who should get a sales letter. A new product, such as a video cassette recorder
(VCR), may need a sales letter. The optimum person to send a sales letter to would be the
customer who has already purchased a television.
The objective is to narrow the range of potential buyers, so mailing will be effective. A single
product targets only a limited number of prospective buyers. If a sales letter is to have any
chance of success, it will first have to reach this group of potential buyers.
10.1. FORMAT
A sales letter may contain three paragraphs. Throughout the letter, include some information
about the customer. Mention some specific products he/she has purchased in the past. This
will draw his/her attention and help him/her to be open to advice.
10.1.1. PARAGRAPH ONE:
The first sentence is the most important sentence in a sales letter. Directly address the
customer as if you know him/her well; write something that gets his/her attention. Go on to
introduce the product. State a couple of the product’s important features, but do not go into
any details yet.
EXAMPLES:
10.1.1. EXAMPLE 1
Is your new X-100 sports motorcycle important to you? I know mine is
very important to me. That is why I want to take this chance to introduce
you to a new product that protects your investment. Theft-Proof is a
revolutionary device that prevents your motorcycle from ever being
stolen.
10.1.1. EXAMPLE 2
I know you, as a reader of World magazine, are interested in learning
about the social developments taking place at an astonishing rate. Social
Focus is a new magazine that does just that. Every week, Social Focus
gives you the details of social developments around the world.
10.1.2. PARAGRAPH TWO:
Introduce the details of the product. Be positive about the product. Make the reader excited
about what it can do and what uses it has. Pay special attention to the features that
competitors’ products do not have or are not as good.
The second paragraph is a chance to turn weaknesses into strengths. Do not wait for
competitors to tell the customer about shortcomings in the product. Make it clear why this
product is the best.
EXAMPLES:
10.1.2. EXAMPLE 1
Theft-Proof is more than just a lock. It is a total electronic monitoring
system that makes it virtually impossible for anyone to steal your
motorcycle. This new system works 24 hours a day and can run for up to
20 days without requiring attendance. The system is hidden inside the
frame of your motorcycle with only the front wheel lock visible. The
system includes an electronic key. There is simply no other product like
Theft-Proof on the market. It is a product of the future, which you can
have today.
10.1.2. EXAMPLE 2
This new magazine is not full of slick advertising or big color photographs.
It gets right to the heart of issues with expert social commentaries by
writers such as Art Collins, Bill Williams, Karen Lock and many other
leading commentators. Along with its regular commentaries, each issue
centers on one nation’s social structure. Each week you will have the
chance to understand a society, in depth, in a way you never could by just
watching the television news.
10.1.3. PARAGRAPH THREE:
Conclude by encouraging the reader to buy this product. Quickly summarize the main points
and add a positive statement about the results if the customer purchases the product.
Tell the customer what he/she needs to do in order to buy the product or receive more
information about it. Make it easy for him/her to respond. Add some other extra
encouragement, like a reduction in price, if he/she acts immediately.
EXAMPLES:
10.1.3. EXAMPLE 1
If you enjoy the great performance of your X-100 motorcycle, you need to
take advantage of this new opportunity. Theft-Proof can give you a
feeling of security. Can you afford to pass up this chance? We are making
it even harder to pass up, by letting you in on a special introductory offer.
If you send us the enclosed order form, we will cut the Theft-Proof system
price by 25 percent. We cannot continue this incredible offer for long, so
act immediately.
10.1.3. EXAMPLE 2
Social Focus is the perfect companion to World. If you just send us the
enclosed order form, we will begin your subscription right away. You can
start your adventure next week, all at 40 percent off the normal
subscription price. This is an offer only for World magazine readers. I am
confident that a reader of your discriminating tastes will be totally
satisfied with this small investment.
10. EXAMPLES:
July 29, 1994
Mr. Patrick Chong
16/F, 120 Chien Kuo N. Rd., Sec 2
Taipei, Taiwan
Dear Mr. Chong:
Can you imagine placing a floppy disk into your personal computer and, in just an hour, improving your
productivity? You can take a no-risk look for yourself! We want you to examine this remarkable new
software program PC Trends.
Now, instead of just reading about productivity, this software package guides you through the steps
without wasting any time. In just an hour, you will see how to set specific, measurable goals, and in one
week you will be creating useful work plans and flow charts.
Just send in the enclosed order form, and we will send you the PC Trends software for a FREE 30-DAY
TRIAL! If for any reason you are not satisfied, simply return the software to us and throw out the
invoice. Take advantage of this introductory offer and send the order form today.
Sincerely yours,
Larry Acker
Larry Acker
Marketing Director
Enclosure
A SALES LETTER
o Uses a salutation and complimentary closing.
o Special offer emphasized by using capital letters.
January 20, 1995
Ms. Lynn Weiss
1525 West Side Road
Arington, MD 19847
U.S.A.
Dear Ms. Weiss:
If your meals have lost that old sparkle and spice, it is time to discover wok cooking. Put an end to
boredom with our stainless steel electric wok. Cook in it and serve from it. It works wonders with
Chinese meals, and puts life into stews and deep-fried foods such as potatoes and even donuts!
Wok cooking is fun, it is quick, and it is healthy. It requires less oil than other frying methods (because of
its shape), and it works wonders with vegetables. Stir-fry them in a wok, and they will retain their color,
vitamins, and crispiness.
With your purchase of our Asian Special wok, you will receive a bonus gift, the cookbook, Chinese
Cooking and Beyond, a $19.95 value, YOURS FOR FREE! Do not miss this chance to put new zip into
your family's meals. Order today. Just mail the enclosed postpaid card. This free bonus offer is good
only while supplies last, so order today!
Cordially,
Bob Lim
Bob Lim
Marketing Director
Enclosure
A SALES LETTER
o Uses a salutation and complimentary closing.
o The reader is known as a person who likes to cook.
CHAPTER ELEVEN
PROMOTION LETTER
11. PROMOTION LETTER
A sales letter is sent to an individual; the name may be gotten from a mailing list or from past
sales’ records. The promotion letter, on the other hand, is more general than a sales letter.
Many guidelines used for sales letters apply to the promotion letter. The promotion letter
places more stress on quickly stating the advantages of the product. The reader of a
promotion letter is not addressed personally. It is likely he/she will throw the promotion
letter into the trash-can. Because of this, a promotion letter must have a very good attention
getting device.
A promotion letter keeps attention by using short sentences that stand out. They can be
formatted in special ways, such as: written in large type, underlined, in color, etc.
11.1. ABCD RULE
A general rule to follow, when writing promotions, is the ABCD rule.
A. Attract attention of the reader
B. Build the reader’s interest in the product
C. Create desire, in the reader, to buy the product
D. Define what action the reader must take
11.2. FORMAT
The promotion letter does not have a normal format, as most other business letters do. There
are no guidelines for the format of this letter. It may or may not have letterhead, a date,
salutation line or complimentary closing. Often, a promotion letter includes numerous
subject lines, lists, indentations, underlines, capital letters, etc. Pictures and other graphics
may also be included. The key is to make a letter that has an interesting design but clearly
covers the ABCD factors.
11. EXAMPLES:
PROMOTION LETTER
o Clean and easy to read format with strong subject line.
o Quickly gets to the product’s best features.
o Goes on to describe more features.
o Ordering instructions (the D rule) are on back of paper (not shown).
âSales letters are aimed at a narrow range of potential buyers.
âThe customer should already have some interest in the product you are trying to sell.
âThe use of some personal information, such as past purchases, can help get the attention of the
reader.
âDo not avoid the shortcomings of your product. Point out that the product has numerous important
points.
âMake it easy for the reader to respond. Include instructions for buying the product or contacting the
company.
âPromotion letters are aimed at a wider audience.
âThe design of these letters is important. They must get the attention of the reader and be easy to
understand.
âThe ABCD rule is useful to remember when writing promotion letters.
PART FIVE
TRADING
Chapter
OFFERS
12
COUNTER OFFERS
13
NEGOTIATION OFFERS
14
ORDERS
15
PART FIVE INTRODUCTION
When a company wants to buy another company’s products, there is a standard process to
follow. A business, with a product to sell, makes an offer to a possible buyer. Usually the first
offer will not be accepted and will be returned with a counter offer. The counter offer may
then be accepted and an order made. This is the negotiation part of the business deal.
Sometimes, only one offer will be needed. Other times, the counter offer will be returned with
another counter offer, and the negotiation may go on for a long time. The goal is to come to an
agreement that satisfies both parties. Then an order can be made.
CHAPTER TWELVE
OFFERS
12. OFFERS
Offers are propositions to enter business transactions.
Agreeing to an offer means that both parties are legally bound to fulfill their parts of the
arrangement.
The offer must contain details concerning the product involved, the price and shipping terms
as well as the time frame for delivery.
An offer can be sent as a response to an inquiry. Offers are often normal business letters, fax
messages, telex messages or even spoken in person or over the telephone.
Offers always include quotations, but quotations are not offers. A quotation does not include
a time frame for the buyer to respond.
The language used in offers must be specific. Even if a seller has just the bargain the buyer
wants, the buyer will quickly refuse the offer if he/she feels the offer is too vague.
In this letter, the writing should not center on grabbing attention or selling the product but
on getting the facts correct.
The flow of communication from offer to order
12.1. FIRM OFFERS
A firm offer includes a product, a price and a time frame. After the time has passed, the offer
is no longer valid.
If the offeree accepts the offer before the stated time has passed, both parties must abide by
the conditions of the offer.
The offeree may refuse the offer or wait for the firm offer time to pass. In this case, no action
is required of either party.
One way this procedure can be changed is that the offerer withdraws his/her offer. For this
action to be valid, the offerer must inform the offeree of the revocation before an acceptance
has been sent.
12.2. FORMAT (of firm offers)
A firm offer can take many forms. A business letter with three or four paragraphs, a fax with
one or two paragraphs, a telex with one paragraph, etc. Because a firm offer is not developing
any idea, it is simply stating the facts, the format is usually kept simple.
12.2.1. PARAGRAPH ONE:
First, include any new information that has not been communicated before. Encourage
purchasing by writing some good information about the product or business. Information
about the success of a product is always helpful.
12.2.1. EXAMPLE 1
Our new line of Neon thermos bottles has won first place at the annual
Home Design Awards in Seoul, Korea. Simultaneously, popularity of this
fashion product has soared in local markets.
12.2.1. EXAMPLE 2
We appreciate your inquiry of June 10, concerning information about our
raincoats. Our Classic line is made up of five distinct styles, all priced the
same.
12.2.2. PARAGRAPH TWO:
Second, cover the details of the offer. Include descriptions of the products and prices. When
quoting prices, explain the circumstances of the assessment, such as CIF or C&I (see the
HELPFUL IDEA section, page Error! Bookmark not defined.). Special discounts may also be
described.
12.2.2. EXAMPLE 1
I am confident that you will have success with this product in your own
market. At this time, we can offer your company 5 percent off the
enclosed quoted prices. The prices are all quoted CIF Southampton.
Considering the high number of requests for this product, these prices are
exceptionally low.
12.2.2. EXAMPLE 2
The shipment can be sent by the end of July, subject to receiving your
order by the end of this month. Our FOB our warehouse prices are as
follows:
The Classic Line of raincoats
Any Style: Red Stripe, Blue Stripe, Mixed Stripe, Sky Blue, Ruby Red.
Minimum
Quantity
Price per 100
Shipment
Payment
:2,000 per order; 600 per style
:US$1,500.
:Before August 1, 1994;
:Sea freight
:30 d/s after sight
12.2.3. PARAGRAPH THREE:
Lastly, the time frame for responding to the offer is included. The reader needs to decide
whether to accept the offer before the firm offer runs out.
12.2.3. EXAMPLE 1
The minimum order is five thousand units, which we can ship four to six
weeks after your order is placed. This offer is firm until June 15.
12.2.3. EXAMPLE 2
This high quality product is priced very low. Please act soon and contact
us. This offer is firm until July 1.
12.2.3. EXAMPLE 3
This offer is an incredible value. We can only make this offer until the end
of August. All catalog prices are quoted FOB Kaohsiung. Orders will be
given our utmost attention and will be ready to ship one week after
receiving your order.
12. EXAMPLE:
STAR FLYER TOYS
665 WEN-HUA ST
JUI-TANG LI, YANG-MEI
TAOYUAN, TAIWAN
ROC
5 April 1994
Mr. Alex Longer, VP
16 North Street
London, EC1 7AD
United Kingdom
Dear Mr. Longer
RE: OFFER FOR STAR FLYER GAME EQUIPMENT
Our new line of toys has been selling very well in the U.S. toy market under the brand name High Flyers.
We are sure this line will meet with equal success in the U.K. market. In response to your recent inquiry,
we are pleased to submit the attached quotation for Star Flyer game equipment.
As outlined in the attached specifications, we can ship these within six weeks after we receive your order.
Prices differ depending on the shipping terms you choose (see attached form).
We sincerely appreciate your inquiry. This offer is firm until May 15. If you need additional information,
please feel free to fax me at 011-886-03-555-3343.
Very truly yours
H.C.
Wang
H. C. Wang
Sales Director
ENCLOSURE: 1
CHAPTER THIRTEEN
COUNTER OFFERS
13. COUNTER OFFERS
When a company makes a firm offer, it is rare that an order will be placed immediately.
The terms of the offer usually do not suit the buyer.
He/she may think that the price is too high, the shipping terms not agreeable or the time
frame not proper.
When this happens, the buyer will make a counter offer. He/she will ask the seller to make
specific changes or concessions.
If these concessions are met, the buyer will then place an order.
13.1. FORMAT
Counter offers are similar to offers. The counter offer accurately tells the reader what is
needed to make the offer acceptable. It would not be enough to state the price is too high. The
reader needs to know what price is acceptable.
13.1.1. PARAGRAPH ONE:
A counter offer must refer to the offer so that the reader knows what the subject is. Reference
the last communication or the products that are being considered.
13.1.1. EXAMPLE 1
Thank you for your prompt reply to our inquiry, reference your letter of
October 5. In the past week, our Marketing Department has had a chance
to examine the new samples you sent us at the beginning of October.
13.1.1. EXAMPLE 2
Thank you for your new price list and samples, which you sent on May 12.
We are very attracted to your new products in the tennis accessories line.
13.1.2. PARAGRAPH TWO:
Go on to state the parts of the offer that are not satisfactory. The prices in our market are very
competitive at this time. We require that the quoted prices, you sent us, be reduced a further 5
percent. These sentences quickly let the company know what the situation is and what is
required. By making needs clear, the seller can make a more accurate and speedy decision.
13.1.2. EXAMPLE 1
A paragraph asking for the payment of shipping to be changed to the importer’s favor.
Although the quality of your goods is very high, the market for them here
appears quite small. We request that you offer us the same price but based
on CIF San Francisco, instead of FOB Taichung.
13.1.2. EXAMPLE 2
A paragraph asking the offer prices to be lowered so that a different marketing strategy can
be used.
Respectfully, we would request that you lower your prices on the new
products. We feel that it would be very difficult to sell these products at a
time of increased competition. Instead of a high priced strategy, we feel
these products could be sold at a lower price. The most desirable strategy
is to undercut competition and to build up the market for the Christmas
season. A general price reduction of 15 percent would be perfect.
13.1.3. PARAGRAPH THREE:
In the last paragraph, continue to inform the reader of intentions. If the new demands are
met, when can an order be placed? Make sure that every letter is a complete attempt to wrap
up the deal. Every exchange of letters should give both parties the chance to say Yes to the
details of the transaction, and the goods can then be sent.
13.1.3. EXAMPLE 1
New products carry some risk. Although we do not see a large market for
your product, we hope it can be placed as a niche competitor. If you can
meet our requirements, we would like to place an order for 600 units
immediately.
13.1.3. EXAMPLE 2
If you are able to do this, we are sure that we can build strong demand for
your goods, with strong sales at Christmas. When you notify us of the new
prices, we are prepared to make an order.
13. EXAMPLE:
October 1, 1994
Joyce Tan, Sales Manager
Tseng Rain Gear, Inc.
6/F-6, 121 Wu Miao Road
Kaohsiung, Taiwan
ROC
Dear Ms. Tan:
RE: RESPONSE TO UMBRELLA OFFER OF SEPTEMBER 15
Thank you for quickly responding to our inquiry about your new designer umbrellas. I am confident that
there is a market for this product.
Before we can make an order, there are a few points we would like you to clarify:
1. The whole order must be shipped in November, not spread over November and December.
2. We require the special designs be shipped first.
3. So as to lower the cost, we would like to forego the sample products and instead immediately begin
work on the full order.
I want to conclude this negotiation as quickly as possible due to the upcoming Christmas season. Please
call or fax me before next Tuesday to discuss these details.
Sincerely,
Andy Pilon
Andy Pilon
Vice President
AP:JW
COUNTER OFFER
o Shows interest in the offer.
o Asks some questions and expresses desire to change the offer.
o Sets a time for discussing the offer.
CHAPTER FOURTEEN
NEGOTIATION OFFERS
14. NEGOTIATION OFFERS
The seller may not agree to the changes the buyer requested in the counter offer. In response,
a negotiation offer is sent to the buyer.
14.1. FORMAT
In a negotiation offer, try to change something to better suit the buyer, but tell him/her
clearly why all of his/her demands cannot be met. This letter is written to bring an order.
Treat the customer with respect.
Never simply state that the terms cannot be agreed to without including some type of
explanation.
14.1.1. PARAGRAPH ONE
Tell the customer that his/her counter offer was very reasonable or that the counter offer has
been looked at: I have inspected the possibility of granting your request. Inform the buyer of
the decision concerning his/her counter offer. Do not make him/her read many sentences
before letting him/her know the decision.
14.1.1. EXAMPLE 1
Thank you for your letter of August 10. We examined your suggestion that
we lower our list price another 5 percent to a total discount of 25 percent.
Although we can understand that competition is intense now, we cannot
lower our price more.
14.1.1. EXAMPLE 2
We were sorry to read that our offer does not suit you, reference your
letter of July 25. It is our policy to quote, to the customer, our lowest
possible prices. I can assure you that the prices quoted are as low as we
can go. Therefore, we cannot accommodate your request for lower
pricing.
14.1.2. PARAGRAPH TWO
In the second paragraph, explain why the decision was made.
If the company has treated the customer special, then let him/her know. A sentence like, We
have worked very hard to meet your requests would do fine.
On the other hand, if the customer’s demands were too extreme, let him/her know why they
cannot be agreed to. For example, Although we would be pleased to grant you any request, it is
impossible to lower our list prices any more, as you requested. Our prices are already 13
percent below the average market price.
Include any new requests (a counter offer to the buyer’s counter offer). For example, if the
buyer could make a larger order, a further discount could be granted. One could write, To
meet your request for a 25 percent discount, we ask if you can increase your order to 500 units,
instead of the original 400.
14.1.2. EXAMPLE 1
Price is only one factor of competition. Although you may be able to
receive a lower price from a different company, we are confident that you
will find our quality superior. We offer to ease terms of payment to 60 d/s
after sight.
14.1.2. EXAMPLE 2
The products you are interested in are very similar to our Travel Light
line. Although Travel Light line products have fewer features, the quality
and basic designs are the same. The Travel Light line may be more
appropriate for you. The prices are 10 percent lower than our Travel
Executive line. We have included a price list of the Travel Light line for
you to examine.
14.1.3. PARAGRAPH THREE
In the last paragraph, mention any other details of the deal that were not covered in the first
two paragraphs. End this letter in a way that is appropriate to the situation.
For example, when agreeing to the buyer’s counter offer, tell the reader you look forward to
receiving his/her order very soon.
If the buyer’s counter offer is rejected, write something like, We hope that an agreement can be
reached. If you have any questions, please contact us. When some of the counter offer is
accepted and some rejected, write this kind of idea, We hope the changes in shipping and list
price meet with your approval.
14.1.3. EXAMPLE 1
We await your decision on this matter. Please understand that we simply
do not have any room to go lower on the price. Your customers can
distinguish our products from competitors’ goods, which just cannot
match our higher standards.
14.1.3. EXAMPLE 2
If you decide that the Travel Light line better suits your needs, we can
offer all the conditions set out in our earlier offer. Prices will differ as
noted in the catalog. We eagerly await your decision.
14. EXAMPLE:
March 10, 1994
Ms. Elen Lane, Manager
Wiggem’s Discount Outlet
43 Westside Road
Frazer, NY 14975
U.S.A.
Dear Ms. Lane:
SUBJECT: REQUEST FOR DISCOUNT
I was sorry to hear that our offer for the Ultra Flyer line did not meet with your satisfaction, reference our
offer of March 1. All the prices we quote to buyers are the lowest we can offer. There is no extra markup for
us to cut. Therefore, I regret to say that we cannot grant your request for a 10 percent discount.
If price is a major factor in your purchasing decisions, let me point out to you that we offer three lines of
athletic jackets, all in different price ranges. The Ultra Flyer is our highest priced model. Many of the Ultra
Flyer’s features are included in the Blue Sky line. These jackets are priced 20 to 30 percent below the Ultra
Flyer line. I have included a catalog of the Blue Sky line so that you can look over it and decide if it meets your
needs.
If you find that the Blue Sky line does suit your requirements, just contact me. We can have an order, of
the size you indicated, sent out to you within the month.
Sincerely yours,
Jack F. Chin
Jack F. Chin
Sales Manager
JC/FC
ENCLOSURE
NEGOTIATION OFFER (RESPONSE TO COUNTER OFFER)
o References the counter offer as unacceptable.
o Explains other products that may be better for the customer’s needs.
o Encourages contact to order a different item.
CHAPTER FIFTEEN
ORDERS
15. ORDERS
Orders tell the seller what the buyer wants to buy. They may be rather simple letters since
the only thing they need to communicate is the material to be shipped. There is little need for
English explanations. Numbers are the main part of an order.
15.1. FORMAT
Again, the basic three paragraph structure will be suitable. Do not bring up any new
information. If there are questions, they should be answered before an order is sent. Special
conditions and requests can be included, as long as they do not radically change what was in
the offer.
15.1.1. PARAGRAPH ONE:
The first paragraph will have some type of reference so that the reader can quickly know the
situation.
15.1.1. EXAMPLE 1
Thank you for your quotation of June 14. We are pleased to place the
following order with your company:
15.1.1. EXAMPLE 2
We appreciate your prompt response and cooperation in this matter,
reference your offer of October 14. We have been able to agree on terms.
We would like to make an order as follows:
15.1.2. PARAGRAPH TWO:
Write what goods are being ordered: the amounts, the prices, the terms, etc. Using a table of
numbers is easier for people to understand. Indent the table so that its edges are inside the
normal paragraph margins, like this:
Product
Quantity
(sets)
Price
(US$)
Meat Cutting Board
1500
@ $10 per 5 piece set
S5 Kitchen Knife Set
1000
@ $15 per 6 piece set
Super Wipe Cleaner
1000
@ $5 per 3 piece set
EXAMPLES:
15.1.2. EXAMPLE 1
500 Dart boards (with darts) at price: £1000.
1000 Soft Dart Games at price: £3000.
2000 Play Cooking Sets at price: £7000.
Delivery CIF Liverpool.
15.1.2. EXAMPLE 2
800 briefcases with leather trim and stitching. Total price to be US$24,500.
Shipping is by CIF Chicago.
15.1.2. EXAMPLE 3
Product
Water Beds Model 59-8
Bamboo Stools Model 58-3
Quantity
50
150
Price
US$6,450.
US$800.
Total price: US$7,250.
Payment: Draft, 3m/s after
sight
Delivery: DDP, Calcutta
15.1.3. PARAGRAPH THREE:
In the last paragraph, lay out any special conditions. These conditions could range from a
simple reminder about the product’s quality to a condition reserving the right to cancel the
transaction at any time.
Use simple English, but be complete. If something goes wrong with the transaction later, a
clear and concise order letter can prove what was agreed to.
EXAMPLES:
15.1.3. EXAMPLE 1
We will open a letter of credit in your favor when we receive your
confirmation. We would like to have this order shipped as soon as possible
because our stock has run low.
15.1.3. EXAMPLE 2
We have instructed our bank to open a letter of credit in your favor. The
above order is placed with the understanding that the following
restriction applies: At any time, our company reserves the right to cancel
the order and/or refuse delivery.
ORDER (next page)
o References the offer.
o Lists the products, specifications, prices and shipping.
o Includes any special conditions.
15. EXAMPLE:
July 25, 1994
The Outlet, Inc.
443 Tower Lane Newbury
Berks RGI 2CS
United Kingdom
ATTENTION: MR. VANMEIR
Dear Mr. VanMeir:
RE: ORDER FOR RALPH MALDEN DESIGNER MERCHANDISE
We received your July 14 offer yesterday. All of the terms meet our needs. We would now like to place
an order with you.
300 button accessories #44390: 150 gold color, 150 silver color
50 top hats #2534:
all black color
25 Victoria broaches #8784:
all gold with silver trim
Total Price: £2,400 CIF Taichung
Upon receipt of your confirmation, we will open a letter of credit in your favor. We hope this shipment
can be sent within the next two weeks, as you offered. Thank you for your cooperation.
Sincerely,
Alan Lo
Alan Lo
Assistant Manager
âOffers are propositions to enter business transactions. The offer must contain details concerning the
product’s price and time frame.
âCounter offers propose modifications to the offers. They usually are attempts to get more favorable
terms. Counter offers are written in much the same way as offers.
âA negotiation offer is made in response to a counter offer. The negotiation offer explains which
requests can be granted and which requests cannot be granted (and why).
âAfter the terms have been agreed to, an order is made. The amounts, prices and times must be
written clearly so as to avoid misunderstandings. Other important messages, like packaging
instructions, may also be included.
PART SIX
MONEY & MESSAGES
Chapter
INTERNATIONAL BANKING
17
INTERNATIONAL MESSAGES
18
PART SIX INTRODUCTION
Banking documents require very specific information and do not need well-prepared English
structures. They are for transferring the needed information.
International messages, sent by telegram, cablegram, telex, fax and E-mail, also serve this
purpose. The emphasis is on transferring vital information quickly and keeping the cost of
such communication low. Abbreviations are often used, and punctuation, prepositions and
conjunctions are sometimes eliminated.
Individual companies and banks will differ in the specific style and abbreviations used.
However, every student of business should be familiar with the format of banking and
shipping documents as well as international communication codes.
CHAPTER SEVENTEEN
INTERNATIONAL BANKING
17. BANKING
The movement of money around the world is very important to international business.
The importance of banking becomes obvious when one thinks about international trade.
A business in Taiwan may have a product it wants to sell. In Africa, there may be a business
that wants to buy the product.
Should the goods be shipped first or the money sent first?
Without a previous business relationship, the two businesses cannot trust each other.
In international trade, banks take on that responsibility of moving money.
Banks are linked in a large network of finance that crosses oceans and borders. The financial
establishment is very complex and interdependent.
17.1. AIRMAIL/CABLE REMITTANCE
Airmail transfer: This is a straightforward procedure where a businessperson (A) may go to
his/her bank and request that a specified amount of money should be paid to another person
(B) in a different country. His/her (A) bank then contacts (via airmail) the person’s bank (B’s
bank). The airmail letter informs the foreign bank that its account has been credited (added
to) for the amount it is to pay to the businessperson (B).
The cable transfer is a similar process. It is carried out over cable communications rather
than airmail. This procedure has the advantage of speed.
17.2. DRAFT
A draft, also called a bill of exchange, can be used when a buyer is located in a different
country from the seller.
Two banks are involved in this process.
The seller will prepare all the goods ordered, by the buyer, and ship them.
The seller will then prepare shipping documents that prove the merchandise was shipped
under the specifications of the order and/or the letter of credit (documents like Export
Declaration , Insurance, etc.).
The seller then makes out a draft that is like a check to be paid to himself (similar to a bill).
The seller is known as the drawer because he/she is drawing the draft.
The person or company who must pay the draft is known as the drawee.
The drawer then takes the shipping documents and the draft to the local bank. If the papers
are found to be in order, the local bank sends the material to the buyer’s bank.
The bank in turn presents the draft to the drawee who is expected to pay the amount.
Bill of exchange
The movement of goods, documents and money
17.3. LETTER OF CREDIT (L/C)
The most common method of payment in international transactions is the letter of credit.
It is the safest method because it guarantees that the money for payment is on hand and ready
to be paid when the shipping procedures are correctly completed.
The trading process, using a letter of credit
EXAMPLES:
Application for a letter of credit
A letter of credit
17.3.1. DOCUMENTS
Here is a list of some of the different types of documents that could be specified in a letter of
credit.
Invoice:
A document listing the details about price, quantity and quality of the
merchandise sold as well as the contents of each package. It clearly shows the amount the
shipment will cost.
Bill of Lading:
A receipt given by the shipping company that verifys the goods have been
loaded on board a ship. This document represents ownership of the goods. A bill of lading will
be needed when the goods are delivered to the buyer. A clean bill of lading means that the
goods were loaded on board ship in perfect condition.
Certificate of Insurance: When credit is used, it is normal that insurance is required. A copy
of this form will accompany the draft. The certificate is proof that insurance has been
purchased for the goods being shipped.
Export License:
This document authorizes the shipment of goods overseas. It is issued by
the government, which may wish to limit certain exports.
Packing List:
materials used.
Specifies the contents of each package in the shipment and the packing
Inspection Certificate:
A form that verifies that the shipment has been inspected and found
to be acceptable (this inspection will often be performed by someone who represents the
buyer and who is at the dock of departure).
Certificate of Origin:
This form confirms that the goods leaving the country were in fact
manufactured in that country.
A bill of lading
17.4. OTHER METHODS OF PAYMENT
Cash in Advance: Paying for the merchandise before it has been shipped or even prepared.
Cash on Delivery (COD): Cash is paid when the merchandise arrives.
Open Account:
The buyer will pay the amount at a later time, as agreed by the two parties.
This may be used in the purchasing of very large and expensive products, such as aircraft.
The actual payments may be years away.
Consignment Sales:
The seller will give the merchandise to the buyer who will then resell
the goods. When the buyer gets the money from reselling the products, he/she will pay the
seller.
CHAPTER EIGHTEEN
INTERNATIONAL MESSAGES
18. E-MAIL MESSAGES
What can be done when a message must be sent faster than airmail? For many people the
answer is e-mail, which means Electronic Mail. e-mail can be used inside of a company or
school when personal computers (PCs) are linked together by a network.
18.1. INTERNET ADDRESSES
An Internet address
Some Internet country codes
Country
Code
Country
Code
Country
Argentina
ar
Australia
au
Belgium
Brazil
br
Burma
bu
Canada
China
cn
Denmark
dk
Egypt
France
fr
Guam
gu
Hong Kong
India
in
Indonesia
id
Italy
Japan
jp
Macau
mo
Malaysia
Mexico
mx
Philippines
ph
Singapore
Thailand
th
Taiwan
tw
Vietnam
(Any address in the United States does not need a country code)
Some Internet organization codes
Organization
Company
Education (like a school)
Government
Military
Networks
Other organizations
Code
com
edu
gov
mil
net
org
Code
Country
and
Organization
be
ca called the
are
egDOMAIN
hk
it
my
sg
vn
An example of sending e-mail from Taiwan to California
18.3. FACSIMILE (fax)
In this decade, facsimile machines have quickly become the most popular form of quick
communication.
A fax machine is a combination of a telephone, copy machine and computer modem.
The reason for the growing popularity of the fax machine is its ease of use, versatility and
speed.
18.3.1. FORMAT
âBanks around the world cooperate in order to facilitate the movement of money.
âAirmail/cable remittance is one of the simplest methods for transferring money. Money is moved from
one account into another; Airmail or cable is used to inform the receiver that his/her account has
been credited.
âDrafts are given to the drawee from the drawer after merchandise has been shipped.
âL/Cs are the most common form of payment. By using an L/C, every party is insured against any
surprises that could cause monetary loss.
âNumerous documents are required for an L/C. Each must be completed and given to the issuing bank
or else payment may not be made or goods may not be turned over to the buyer.
âE-mail plays an important role in quickly transferring messages to international business clients and
associates.
âE-mail usually should follow the format of a memo. Main idea is expressed at the beginning of the
message. Little explanation is needed.
âAbbreviations are often used in a E-mail and fax message in order to save space. Leave out any
unnecessary prepositions, articles, conjunctions and punctuation.
âFacsimile messages can follow the memo format and may include abbreviations.
PART TEN
OFFICE
COMMUNICATION
Chapter
MEMORANDUMS
30
TRANSMITTALS
31
PART TEN INTRODUCTION
Memorandums are the most common form of communication within a company.
They save time by avoiding the need to arrange meetings.
Memos use basic formats and do not contain elegant English.
When a memo is used, it is assumed that the reader has some knowledge of the subject.
The memo need not explain the background or situation surrounding the subject.
The best memo gets to the point quickly and does not waste the reader’s time.
A subject line is important because it quickly lets the reader know what the memo is about
and how important it is.
Transmittals are used to introduce the material sent.
A transmittal should quickly summarize the important parts of the included material.
Lastly, a transmittal should tell the reader exactly what material was included in the package
to avoid any confusion if parts of the package were lost.
CHAPTER THIRTY
MEMORANDUMS
30. MEMORANDUMS
Memorandums, often referred to simply as memos, are used mostly for communication within
a company. If someone needs to write a letter to his/her manager, there is little reason for
using letterhead and addresses.
Memos allow the writer to reach more people and to send a message that can be read at a time
that is convenient for the reader (versus oral communication). Memos also create records
that can be saved.
Memorandums can contain any type of information, provided the reader is already familiar
with the subject.
A memo is meant to represent a small amount of time. Memorandums may ask a question or
make a request of the reader.
Any subject is suitable as long as the memo is short.
30.1. FORMAT
MEMORANDUM
To:
ALL EMPLOYEES
From:
GREG SMITH
Date:
JULY 10, 1995
Subject:
OPENING FOR SECRETARY/SALES ASSISTANT
30.1.1. PARAGRAPH ONE:
The main message of the memo is stated here.
The first sentence of the paragraph is the best place to give the reader the main idea.
Next, include any information directly related to the main idea in the first sentence.
30.1.1. EXAMPLE 1
Arnold, I need a complete report on Wang-Chen Enterprises of Taipei,
Taiwan. Include its history, financing, market shares, management
structure and distribution network analysis. Please include any other
useful information.
30.1.1. EXAMPLE 2
Please find out what the regulations are for public and private school
emergency lighting systems in Taiwan. Also, inform me if the company
has any history of sales to Taiwan, if so, include all the relevant
documentation.
30.1.2. PARAGRAPH TWO, THREE, etc.:
There is no guideline telling you how many paragraphs should be in a memo. Every memo
will be different. There is, however, usually a minimum of two paragraphs.
If the writer needs to provide some important background information or details to the
information in the first paragraph, this can be done in the second and subsequent paragraphs.
30.1.2. EXAMPLE 1
We are looking at a possible agreement with Wang-Chen for marketing the
Love Sick line. Next week, there will be a strategy meeting; I need this
report ready by then.
30.1.2. EXAMPLE 2
There is a private school that has contacted me about purchasing one of
our systems. I don’t know anything about the regulations there, but they
informed me that they have recently fallen under a new law that requires
all schools to install systems.
30.1.3. LAST PARAGRAPH:
A memo may include instructions or requests that are not directly related to the main
message in the first paragraph. This should be included in the last paragraph.
30.1.3. EXAMPLE 1
Check if there is anyone in the company who’s been involved with any
business in Taiwan in the past five years. Let me know within the next
couple days.
30.1.3. EXAMPLE 2
We may be getting a jump on the competition if we can make this work. I
want to get all our other work done, so we can concentrate on this new
opportunity.
30. EXAMPLES:
MEMORANDUM
To:
ALL EMPLOYEES
From:
GREG SMITH
Date:
JULY 10, 1995
Subject:
OPENING FOR SECRETARY/SALES ASSISTANT
Ema Wang will be leaving the company in two months to relocate to Taipei. Her position as
Secretary/Sales Assistant will therefore be open. We prefer to promote from within, and we welcome
applications from anyone interested in this position.
Duties include (but are not limited to):
l
l
l
l
l
Providing secretarial support for vice-president of sales
Typing all correspondence
Managing extensive phone contact with clients
Maintaining sales records
Making travel arrangements
Skills required are:
l
l
Typing at 65 wpm
Six-months’ familiarity with PC and spreadsheet
programs
Ema has offered to discuss her duties and the nature of her job with anyone who is interested. Please call
Joe Chen in Personnel if you would like additional information.
G S
ANNOUNCING JOB OPENING
o Used inside the company, so no money is spent on advertisements in newspapers.
o Describes what tasks are needed for the job.
o Lists the requirements for the position.
o Explains who should be contacted for this job.
INTERNATIONAL BINDERS LIMITED
INTEROFFICE COMMUNICATION
Page-1
To:
All Sales Representatives
From:
Greg Smith, Marketing Vice President
Date:
October 25, 1994
Subject:
QUARTERLY MEETING
In response to the feedback session at the last quarterly meeting, our fourth quarter meeting will be held
off site--at the Sun Moon Lake Inn in Nan-Tao on November 13. I’ve enclosed a simplified map and an
agenda. As usual, the meeting will start at 9 a.m. and end at 4 p.m.
Feel free to bring your family. The inn has a playroom for children. I look forward to seeing you there.
NOTICE OF A MEETING
o Includes the place and time of the meeting.
o Makes a reference to the subject matter.
NOTICE OF AGENDA (next page)
o An agenda lists the different topics that will be brought up in a meeting and the time
allotted to each topic.
o Do not schedule things too close. Leave time for things, such as decisions, which cannot be
completed so quickly.
INTERNATIONAL BINDERS LIMITED
INTEROFFICE COMMUNICATION
Page-2
Date:
November 13, 1994
Time:
9:00 AM
Location:
Main Meeting Room
Objective:
Revise Vacation Policy
Presenters:
Bill Smith
Lori Anderson
Greg Long
Agenda Item
Purpose
Time
Presenter
Review vacation ------------------- Background --------------5 mins. --------B.S.
policies of
competitors
Discuss feedback -------------- Establish criteria --------- 10 mins. --------B.S.
from staff
for change
Review cost ------------------------ Establish cost ----------- 10 mins. --------B.S.
considerations
criteria
Brainstorm ---------------------------- Generate--------------- 10 mins. --------L.A.
solutions
alternatives
Make decision ------------------------------ -------------------10-15 mins. -----L.A.
CHAPTER THIRTY-ONE
TRANSMITTALS
31. TRANSMITTALS (cover letters)
A transmittal is similar to a memorandum.
A transmittal is used to assist the receiver to quickly understand what material has been sent
and why it has been sent.
A transmittal also shows what was included in the package to make sure the reader receives
everything that was sent.
Like a memorandum, the writing in a transmittal is oriented toward saving time.
The reader should not have to look through a whole report to understand what its conclusions
are. A quick look at the transmittal should tell the reader what he/she needs to know.
A transmittal acts as a record of what was sent and what was received. The writer should
always keep copies of his/her memos and transmittals.
31.1. FORMAT
When a transmittal is being sent inside a company, a memorandum format may be used. The
use of abbreviations and informal writing is acceptable.
The only exception to this is when the package is sent outside the company. A transmittal
sent outside, must follow all the formatting guidelines of a normal business letter.
31.1.1. PARAGRAPH ONE:
To begin a transmittal, identify the material being sent and tell why it is being sent.
Include the dates the material was requested.
Tell the reader any other information that helps him/her understand exactly how the material
is to be used.
If the package contains more than one thing, list everything that is included.
When identifying the material, be specific. Use dates, account numbers, names, number of
pages, etc.
31.1.1. EXAMPLE 1
Here is the report you asked for on 10/14. I’ve covered the company from
its beginnings to present. Also included is a breakdown of the Taiwan
cosmetic market.
31.1.1. EXAMPLE 2
I have enclosed the material you requested in your memo on 11/18. The
regulations are contained in the following documents:
1. Legislation 568. Date: 6/14/89
2. Legislation 645. Date: 9/20/89
3. Translation of final draft of new emergency
lighting bill.
Concerning past sales, I have found a sale to a private company in 1985.
The record of that sale is also included here. The man in charge of that
sale, Mr. Lark, is no longer with the company.
31.1.2. PARAGRAPH TWO:
Any special instructions, or further actions required, can be placed in the second paragraph.
At the end of this paragraph, the writer can include an offer to answer questions about the
information being sent.
31.1.2. EXAMPLE 1
Regarding your request for assistants, I can let you have Bill and Fred
after the 21st. They put together most of the material here, so they are
familiar with the subject.
31.1.2. EXAMPLE 2
This material is everything we have on Taiwan. I have located a person
who has worked in Taiwan before, as you requested. Joan Hsieh was an
employee of a shoe company before she came to the U.S. She has some
knowledge of the Taiwan market. If you want to set up a meeting, let me
know, and I’ll take care of it.
31. EXAMPLES:
QBBI
QUALITY COMES FIRST
TRANSMITTAL
To:
Ike Wang, Director
From:
Nora Chang, Marketing Group Leader
Date:
May 15, 1994
Subject:
PHILIPPINE EXPANSION MARKETING REPORT
Here is the final report on the potential market in the Philippines, attached 254 page report. Numbers
concerning already existing competition are located on page 58 and show that QBBI has a very good
opportunity to lead the market. On the downside, however, is a review of the infrastructure needed for a
factory and the problems of power shortages, see pages 120-135. Conclusions concerning test marketing,
surveys and business applications, begin on page 240.
We will be ready to go ahead with a presentation of these findings in the next eight to ten days. Please
inform me if and when such a presentation will take place.
TRANSMITTAL INTRODUCING A BUSINESS REPORT
o Quickly informs reader what material has been sent.
o Points out the specific areas of interest and where they can be found in the report.
o Requests for communication concerning a meeting.
BUSINESS PLAN TRANSMITTAL (next page)
o Quickly states the contents and the important points.
o Offers more information through writing or calling.
To:
Francis Long, President
From:
Antony Chen
Date:
November 10, 1994
Subject:
BUSINESS PLAN
I’ve attached an executive business plan for The Concept House, Inc., an innovative presentation graphics
development company whose principals are seeking $500,000 in venture capital for a start-up situation.
If the financing arrangements interest you, I would be happy to send you the complete business plan,
including numbers. Please write or call me. I look forward to talking with you soon.
âMemorandums (memos) are used inside of a company.
âThe memo represents a short amount of time and is more convenient than arranging meeting times
among people.
âThe receiver of a memo must already be familiar with the subject of the memo. A memo should not
introduce a complex subject.
âInclude TO, FROM, SUBJECT and DATE at the top of the page.
âA memo should quickly get to the main point. If explanation or background information is needed, it
should be written after the first paragraph.
âA transmittal acts as an introduction to other material.
âA transmittal should help the reader to quickly know what has been included in the material sent. A
transmittal should also point out the most important points of the material.
âWhen used inside a company, a transmittal can be written on memo format.
âWhen used outside a company, a transmittal should be written in a standard letter format (block,
semi-block, etc.).