Elements of the sales letter.

a) write an attractive opening. The opening must arouse interest and push the reader into taking notice of what you have to say otherwise the

letter may find its way into the waste-paper bin without being read. It must make an appeal to some buying motive and may begin with a question, an instruction, a quotation. It may begin by suggesting the very opposite of what you want to do.

b) explain the product. Having aroused interest you must now create a desire for the product or service you are selling and to do this it must appeal to the reader's concern for himself or for matters that affect him. If the letter is sent to a person who knows nothing about the product you must describe it and give a clear picture of what it is and what it can do.

First study the product and then select those features that make it superior to others of its kind and stress them from the reader's point of view. To claim that a particular tape-recorder is "the best on the market" or "the latest in electronic recording" is of little use. Instead stress such points as quality of the materials used and the special features that make the recording more convenient or more efficient than its rivals. Description is very effective when made by comparison. To claim that a certain invalid chair is "as finely finished as a Rolls-Royce" puts the product on a high level.

c) make good your claims. To inspire conviction you must support your claims by evidence - by facts, such as laboratory tests and sales statistics, and by the opinion of the users. You must somehow convinceyour reader that your product is what you claim it to be. Number of ways: invite to your showroom; offer to send goods "on approval"; providea firm guarantee, etc.

When praisingyour product you must write with caution: 1) it is against the law to make false or exaggerated claims; 2) the good name and standing of your business and, therefore, its success depend upon honest dealing.

d) write an effective close. The closing paragraph must persuade the person who receives your letter to take the action you want him to_take (visit your showrooms, receive your representative, send for a sample, place an order). You must make it easy for him to do these things by providing a tear-off, or better still a prepaid postcard so worded that all he has to do is to fill in his name and address. You must also provide him with a sound reason why he should reply. Sometimes the closing paragraph will give special reason to act at once.

Task 2. Put the parts of the following sales letter in the right order and translate it into Russian:

A)	Yours sincerely
B)	I can help you make your office a happy, welcoming place for staff and visitors alike. My service to business – the only one in its kind in the area – includes: · A full discussion of your needs; · A survey of the premises to suggest particular plants and flowers for particular locations; · The supply of all plants and flowers; · Regular care of all plants, from feeding and watering to replacement when necessary; · Replacement of all flower arrangements on a regular basis. Moreover, I can tailor the service to suit your recommendations and your budget.
C)	Bright, cheerful premises can make all the difference to an organization. When clients and visitors come to your office, a colourful floral display in reception will make them feel welcome, and will help your corporate image. And plants and flowers, by making offices attractive places to work in, can improve the morale of the staff.
D)	2 January 1996
E)	Do you sometimes feel that your offices could do with a little brightening up? Does your reception area look bright and welcoming or drab and discouraging? Do your pot plants tend to wilt and wither because everyone is too busy to care for them properly?
F)	London Florists 45 Bank Street, London, SE24 5JH Tel (0181) 7234512
G)	Paul Murphy
H)	Because I am fully qualified horticulturist and I always deal with my business clients personally, you can be sure of an expert, professional service. I would be delighted to come and discuss your needs and to show you how I could help you. Please give me a ring at any time.
I)	Dear client,

Task 3.Arrange the following letters in the right order and translate them into Russian

MODEL 1

a) You will be surprised how little it costs. For fifty-two weeks in the year your Stenogram works hard far you, without lunch breaks or holidays. You can't ever give it too much to do. And all for less than an average month's salary for a secretary. It will take your dictation at any time, and anywhere - after office hours, at home, or even while you are travelling. It does away with mistranscriptions in shorthand and can even do away altogether with typewriting since recorded messages can be posted.

b) Dear Mr Reddy

c) Some of your business friends are sure to be using the Stenogram. Ask them about it before you place an order; or, if you prefer, fill in the enclosed prepaid card and we will arrange for Mr James Baron, our representative for your area, to call and give you a demonstration. Just state a day and time.

d) Have you ever thought how much time your typist wastes in taking down your letters? It can be as much as a third of the time she spends on correspondence. Why not record your dictation - on our S tenogram - and save this time for other jobs she can be doing while dictation is in progress?

e) Yours sincerely

f) The Stenogran is efficient, dependable, time-saving and economical and, backed as it is by our international reputation for reliability, is in regular use in thousands of offices all over the country. It gives superb reproduction quality - every syllable clear as a bell. It is unbelievably simple to use. You just slip in a pre-loaded cassette, press a button, and your Stenogram is ready to record dictation, instructions, interviews, telephone conversations, or what you will. Nothing could be simpler — or more efficient either. Our unique after-sale service contract ensures lasting operation at the peak of efficiency.

MODEL 2

a) You are already aware of our terms of dealing, but to encourage you to lay in a stock of the new solid "Reliance", we are prepared to allow you a special discount of 3% on any order received by the end of this month.

b) Yours faithfully

c) Reports from all over the world confirm what we had known before we put the now famous "Reliance" solid tyre on the market - that it is the fulfilment of every car-owner's dream.

d) You are of course well aware of the weaknesses of the ordinary air-filled tyre - punctures, split outer covers under sudden stress and a tendency to skid on wet road surfaces, to men­tion some only of the motorist's chief com­plaints. Our "Reliance" tyre enables you to offer your customers a tyre that is beyond criticism in those vital qualities of road-holding and reliability.

e) Dear Sirs

f) We could tell you a great deal more about these tyres, but prefer you to read the en­closed copies of reports from racing drivers, test drivers and motor dealers and manufacturers.

MODEL 3

a) At the cost of a few pounds a month you can buy peace of mind for your wife and children - and yourself. You cannot, you dare not leave them unprotected. So let me call on you to tell you more about a scheme that so many families are finding attractive. I shall not press you to join; I shall just give you the details and leave the rest to you. I will call at any time if you will use the enclosed prepaid reply card, and say when.

b) Yours sincerely

c) Should he die within the next twenty years his wife and family will now be provided for. For less than £2 a week his wife would receive £50 a month for a full twenty years and then £10,000 in a lump sum.

d) A client of mine is happier today than he has been for a long time - and with good reason. For the first time since he was married ten years ago, so he tells me, he.feels really comfortable about the future

e) Such protection would have been beyond his reach a short time ago but now, under a new and novel scheme, he has been able to provide for his family. The scheme need not be for twenty years. It can be for fifteen or ten, or any other number of years. And it need not be for £10,000. It can be for much more or much less to give the protection you want.

F) Dear Mr Goodwin

MODEL 4

a)Our new "Aquamaster" washer is just one of them. It takes all the hard work out of the weekly wash and makes washing day a pleasure. All you have to do is to put your soiled clothes in, press a button and sit back while the machine does the work. It does everything - washing, rinsing, drying - and (we mean no offence when we say this) does it quicker and better than you can.

b) Dear Mrs Hudson

c)Yours sincerely

d) Come along and see the "Aquamatic" at work in our showroom. A demonstration will take up only a few minutes of your time, but may enable you to banish the dread of washing day and make life easier and pleasanter.

e) A customer said to me recently, "Modern scientific invention is a curse to the human race and will one day destroy it". A rash statement - and quite untrue for there are modern inventions which, far from being a curse, are an unmixed blessing.

f) We hope you will accept our invitation and give us the chance to show you what this latest of all domestic time-savers can do for you.

Task 4. Translate the following letter into English:

Уважаемый покупатель,

Вы хотите, чтобы Ваш ребенок был весел и счастлив? Вы хотите удивить его новой игрушкой, но не знаете, что выбрать? Обратите внимание на наше новое изделие, которое произвело революцию в мире игрушек. С плюшевым медвежонком Тимоти Ваш малыш не будет чувствовать себя одиноким и требовать постоянного внимания к себе. У Вас освободится время для себя и для других дел.

Медвежонок Тимоти станет лучшим другом Вашего ребенка, ведь он сделан из мягкого, экологически чистого плюша и умеет многое делать сам. 4 встроенные батарейки типа AK позволяют ему говорить, двигаться и даже обниматься. При этом игрушка имеет рост 30 см и абсолютно безопасна в эксплуатации.

Розничная цена в £ 9,99 не сравнима с ценой тех проблем, от которых Вы избавитесь. Кроме того, до 1 декабря у Вас есть возможность приобрести медвежонка Тимоти со значительной скидкой (до 20%), так как в ноябре наша компания проводит благотворительную акцию «Лучшее - детям».

Посетители, сделавшие покупку до 5 ноября, получат специальный подарок. Приходите в наш фирменный магазин и Вы не сможете устоять перед этим плюшевым чудом.

Искренне Ваш,

Джон Пайк,

менеджер по продажам

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Я хочу приобрести (заказать) игрушек медвежонка Тимоти.

Имя: ______________________________________________

Адрес:______________________________________________

Оплата: Чек___________________

Наличные______________

В кредит________________

Topic 3

REQUEST LETTERS

Task 1. Read the text and make notes about Request Letters:

The reason for writing a request letter may be the following:

· To obtain information (prices or technical data)

· To receive printed matter (booklets, catalogue, price-lists)

· To receive sample products

· To order merchandise

· To engage services(repair or maintenance)

· To make reservation

· To seek special service

ENQUIRIES

In an enquiry letter state simply, clearly and concisely what you want – general information, a catalogue a sample, etc. – and no more.

When making an enquiry observe the following rules:

1. Begin with the question(s) you want to ask; your reader then knows at once what your enquiry about.

2. Put your request in a form of a question, not a statement. Don’t say : “I would like to know in what shades you can supply shirts”. Say instead: “In what shades can you supply the shirts?”

3. Keep your enquiry short and to the point. Say what needs to be said and then stop.

Any enquiry must be acknowledged. The letter of acknowledgement is an OFFERof a supplier to a potential customer.

Task 2.Make plans for enquiries and offers. Use information from the textbook: p.p.129-132 and p.p.155-158.

Task 3. Translate sample letters into Russian.

Enquiry

Dear Sir,

Some years ago we bought from you a consignment of wrist watches in stainless steel cases with unbreakable glass.

We are interested to know whether you are still making watches of this type and, if so, should be glad to have particulars, including prices for quantities of not less than one hundred. We should require delivery within four weeks of order.

Yours faithfully

Offer

Dear Sir,

Thank you for your enquiry of 8^th April.

We are still making watches of the type referred to and welcome the prospect of your renewed custom. Owing to the increased demand for them we can now offer these watches in a wider range than when you placed your last order.

For quantities of not less than one hundred of each type, CIF Manchester, are from $12.75 each for the “POPULAR” to $32.60 each for the “ARISTICRAT”. These prices are subject to a trade discount of 40% on the exworks cost.

The enclosed booklet contains details of all our watches and will enable you to make a suitable selection. For all types we can promise delivery well within the period of four weeks mentioned in your letter.

Yours faithfully

Task 4. Read and translate the enquiry letter and write the acknowledgement for it.

Dear Sir,

For a number of years we have been imported electric shavers from the United States but now learn that these shavers can be obtained from British manufacturers. We wish to extend our present range of models and should be glad if you could supply us with a list of British manufacturers likely to be able to help us.

If you cannot supply the information from your records, could you please refer our enquiry to the appropriate quarter in London.

Yours faithfully

Task 5.Read and translate the offer. Compose an enquiry to which this letter will be the answer.

Dear Sir,

We thank you for your enquiry of 25^th April. I am glad to say that we can help you.

The “Universal” typewriter is an excellent machine and is quite suitable for tabulation. We have it in stock and can supply it with a carriage able to take papers up to 60 cm wide. The enclosed booklet describes the machine in detail.

Also from stock we can supply several makes of power-operated offset duplicators, including the well-known “Gestetner” and “Roneo” models. Both are excellent machines able to turn out copies at the rate of fifty a minute. Illustrated leaflets describing the machines are enclosed.

We feel you may also be interested in a very modern system of filing recently put up on the market by Harveys of Birmingham. The system is specially designed for firms handling the accounts of large numbers of customers.

May we suggest a visit to our showrooms. We could then demonstrate the various machines and show you our very wide range of modern office appliances and equipment.

Yours faithfully

Task 6. Arrange the parts of the letter in the correct order and translate it into Russian.

A	Sales Department Aluminium Alloy Co Ltd Birmingham 79 Prince Albert St Birmingham 821 8DJ
B	Robert Hanson Import Manager
C	For the balance we would require three weeks from the date of receiving your confirmation that this arrangement is acceptable. Prices are quoted f.o.b. London. Delivery as specified above. Payment against documents.
D	Dear Sirs
E	Your ref: SD/jr Our ref: G/f146
F	We hope you will find our terms, method of payment and delivery dates satisfactory; and we can assure that you may count on our full cooperation and immediate attention in this matter.
G	15 November 1998
H	Yours faithfully,
I	CONTINENTAL EQUIPMENT 9 North Road, Brighton, BN 5 JF Tel 0273 543359 Fax 0273 559364
J	We thank you for your letter of 11 November and would like to inform you that we can deliver all the items required from stock according to the enclosed detailed offer.
K	Attention Sales Manager
L	YOUR ENQUIRY

Task 7. Translate the letters into English:

MODEL 1.

Уважаемые господа,

Мы обратили внимание на рекламу Вашего нового холодильника модели IPD-245 на канале ОРТ.

Мы бы хотели получить более подробную информацию об этой модели:

- наличие товара на складе;

- технические характеристики;

- цена и возможные скидки в зависимости от формы оплаты и размера партии;

- сроки поставки.

После реконструкции “Sanita Hotel” мы хотели бы установить в нем наилучшую бытовую технику, в том числе холодильники. Ваша продукция заинтересовала нас. Если она подойдет нам и мы получим выгодное предложение, то мы готовы заказать большую партию холодильников.

С нетерпением ждем Вашего ответа.

С уважением,

MODEL 2

Уважаемые господа,

На Ваш запрос от 10 июня мы рады сообщить, что интересующий Вас товар действительно производится на территории Великобритании в настоящее время.

В приложении Вы найдете список таких компаний и их координаты. Все они имеют безупречную репутацию, так как производимый ими товар , в том числе электробритвы, отвечают требованиям мировых стандартов.

Благодарим за проявленный интерес к нашим производителям, и мы уверены, что Вы найдете своего поставщика.

Искренне Ваш,

Приложение

Task 8.Read the rules for writing orders on p.p. 186-187 and answer the questions:

- What parts does the order include?

- What will be written in both of them?

Make a plan for the order.

Task 9. Translate the order into Russian and compose a cover letter for it.

Task 10. Translate the cover letter into Russian and fill in the order form:

Dear Sirs,

Referring to your offer of 15^th February we would like to send you the following order No. 38127 for 200 leather bags at $ 16 each. The articles should conform to those described in your brochure and to samples you sent us.

We expect delivery free of charge, as specified in your order, by 5^th March. Packing is to be in boxes and with no extra charge.

Please confirm this order.

Sincerely yours,

Task 11.Translate cover letters into English:

MODEL 1

Уважаемые господа,

Ссылаясь на Ваше предложение от 24 июня, просим выслать нам партию одноразовой посуды.

Товар должен быть поставлен на условиях ФОБ Москва. Оплата будет произведена по получении товара с 3% скидкой при оплате наличными. По имеющейся договоренности нам будет предоставлена дополнительная 2% скидка, если упаковочный материал будет возвращен вам в течение 4 недель с даты выставления счет-фактуры (invoice).

Просим подтвердить получение данного заказа. Если товар будет доставлен в отличном состоянии, вы можете рассчитывать на дальнейшие наши заказы.

Искренне Ваш,

MODEL 2

Уважаемые господа,

Высылаем наш заказ № DR 4316 на свитера для мужчин и мальчиков указанных размеров, цветов и моделей.

Мы решили принять предложенные Вами 15% скидки и условия платежа по выставленным платежным документам. Однако, в ближайшем будущем нам хотелось бы пересмотреть эти условия.

Если у Вас нет указанных в списке товаров, просим не присылать вместо них замены. Будем признательны за доставку в течение 6 недель.

Вышлите, пожалуйста копию заказа, подписанную должным образом, в качестве подтверждения заказа. С нетерпением ждем Вашего ответа.

Искренне Ваш,

Task 12.Compose a plan for the order acknowledgement and the rejection of an order. Use information on p.p. 186-187.

Task 13. Read the following letters and decide which of them is an acknowledgement and which is a rejection of the order.

MODEL 1

Gentlemen,

We have received your order No 13658 of 26^th January. Unfortunately we must inform you that at present we are not in a position to deliver your order as specified. For the next 4 months our entire production is sold out.

Please let us know if you are interested in a shipment in June. We regret not being able to meet your order at the present time.

Sincerely yours,

MODEL 2

Dear sirs,

We wish to conform receipt of your order of 12^th February for the delivery of office appliances.

We will dispatch the goods to you as per our agreed schedule of delivery. Shipment will be made in accordance with the conditions of our offer dated 1^st February.

We are certain you will be successful with our equipment.

Sincerely yours,

Topic 4

CLAIMS AND ADJUSTMENTS.

Task 1. Read the information about writing complaints and make notes of these rules.

Claims are written to inform the company of the problem and suggest a fair compensation. The most common cases for claims are:

- an incorrect bill, invoice;

- a bill for merchandise ordered but never received;

- delivery of unordered merchandise;

- delivery of incorrect merchandise;

- delivery of damaged or defective merchandise;

- an unusually delayed delivery;

- short – delivery;

- misdirection and errors in addressing.

When making a complaint plan your letter as follows:

· Begin by regretting the need to complain;

· Mention the date of the order, the date of the delivery and the goods complained about;

· State your reason for being dissatisfied and ask for an explanation;

· Refer to the inconvenience caused;

· Suggest how the matter should be put right.

Observe the following rules:

1. Make your complaint at once. Delay weakens your position and makes it more difficult for your supplier to find out why things went wrong.

2. Assume that your supplier will want to put the matter right (it’s in his interest).

3. Don’t assume that your supplier is to blame, he may have a perfectly good defense.

4. Confine your complaint to a statement of the facts and a polite enquiry as to what your supplier proposes to do about it. You may or may not decide to suggest how the matter should be put right, but don’t suggest hoe the mistake may have occurred. That is a matter of the supplier.

5. Above all, avoid rudeness; it may well create ill-feeling and cause the supplier to be unwilling to be helpful.

Task 2. Translate into Russian the Sample of a complaint

Dear Sirs,

We have recently received a number of complaints from customers about your fountain pens. The pens are clearly not giving satisfaction and in some cases we have had to refund the purchase price.

The pens complained about are part of the batch of 500 (five hundred) supplied to our order#8562 of 28^th March. This order was placed on the basis of a sample pen left by your representative. We have ourselves compared the performance of this sample with that of the pens complained about and there is little doubt that many of them are faulty, some of them leak and others fail to write without making blots.

The complaints received relate only to pens from the batch referred to. Pens supplied before these have always been satisfactory. We are therefore writing to ask you to accept return of unsold balance, amounting to 377 pens in all, and to replace them by pens of the quality our earlier dealings with you have led us to expect.

Yours sincerely,

Task 3.Study the following models of complaints and find their essential parts: 1) product information, 2) problem, 3) cause of problem 4) action taken, 5) solution desired.

MODEL 1

Dear Sir,

On 25^th July I sent you an order for sixty copies of English and Business Correspondence by S.Selcomber, stressing the importance of delivery by 5^th September at the latest, the date on which the new school session was due to begin.

I have received no acknowledgement of the order, nor have the books been delivered. Failure to receive them on time is causing serious inconvenience and I shall be glad if you will look into the matter as one of urgency and let me know when the books may be expected.

Yours sincerely,

MODEL 2.

Dear Sirs,

We thank you for your promptness in delivering the coffee we ordered on 30^th July. The number of bags delivered by your carrier this morning was, however, 160 whereas our order was for 120.

Unfortunately, our present needs are completely covered and as we cannot make use of the forty bags sent in excess of order we have put them in our warehouse to be held for you until we receive your instructions.

Yours sincerely,

MODEL 3.

Dear Sirs,

On 1^st March we ordered and subsequently received one case of hand saws, model 88b. We paid for the order with our cheque # 7293, a photocopy of which is enclosed.

When we decide to order these saws instead of model 78b, it was at the urging of your sales representative, Harold Saunders. He assured us that the new saws were more durable and efficient than the older model.

However, we have now had the saws on our selling floor for three weeks and already six have been returned with broken teeth by extremely dissatisfied customers.

We are therefore returning the entire order of 88b saws and would like to be refunded for their full purchase price plus shipping expenses.

Yours sincerely,

MODEL 4

Dear Sirs,

We regret to note that we have not received the necessary data from you, therefore our design organizations are unable to start elaborating the working drawings.

In view of the above we would like to draw your attention to the fact that if the above mentioned data is not received this month we shall have to raise the question of the corresponding prolongation of the time-limits for the preparation of the working drawings.

Yours faithfully,

Task 4. Translate the following claims into English

MODEL 1

Уважаемые господа,

Два месяца назад я купил в специализированном магазине «Телемир» цветной телевизор модели ACE Z35. Я решил приобрести именно этот телевизор, так как на меня большое впечатление произвела демонстрационная модель, а именно, четкость изображения и яркие натуральные цвета. Однако у телевизора, доставленного мне домой, обнаружились серьезные неисправности. Картинка, сохранив яркость и четкость, воспроизводится вверх ногами.

Телевизор не подвергался механическим воздействиям и находится на бесплатном гарантийном обслуживании. К сожалению, магазин «Телемир» сейчас закрыт, и я не мог найти в моем районе магазина, торгующего телеаппаратурой или предлагающего услуги по обслуживанию, поэтому я обращаюсь к Вам.

Сообщите мне, пожалуйста, как можно устранить неисправность. Не считая этого дефекта, я доволен моделью ACE Z35. Я бы хотел, чтобы Вы произвели ремонт или заменили телевизор.

С уважением,

MODEL 2

Уважаемые господа,

12 августа я заказал в Вашем издательстве 12 копий книги Х.Лоури «История музыки» по цене $ 1. 25 за штуку

Сегодня утром я получил посылку, но, открыв ее, обнаружил «Истоки музыки» того же автора. К сожалению, я не могу согласиться на подобную замену, так как у меня уже есть эта книга. Я возвращаю Вам вышеупомянутые книги и прошу заменить их на те, что были заказаны первоначально.

Не сомневаюсь, что Вы поторопитесь с выполнением заказа и возместите мои почтовые расходы.

С уважением,