English for Business Communication

English for Business Communication

DLVTC XU MEIRONG

Xu Meirong from Department of Int’l Business Communic

ation of

Dalian Vocational & Technical Collage

English for Business Communication

Third Edition

Be able to write a letter of counteroffer Be able to write letters of declining

offers/ counteroffers Be able to write letters of declining

orders

Learning ObjectivesLearning Objectives

Counter proposals Counteroffers Firm counteroffers Non-firm counteroffers Counter counteroffers Replies to the enquiries

Main & Difficult Points

Counter-offer on the usual terms be on the high side regret be in line with reduce reduction turn down the prevailing market level

heavy demand heavy bookings heavy commitments repeat order

duplicate order shortage of stock

Key Words & ExpressionsKey Words & Expressions

⊙Identifying the reference of your letter We thank you for your offer dated June

10, offering us 1000 m/t walnuts. We acknowledge receipt of your letter o

f May 5 offering us the captioned goods at US$35.00 per piece CFR Vancouver on the usual terms.


⊙Stating the reasons for expressing regret at inability to accept the offers/ orders

a. Much to our regret, as your offer is out of line with the market level, it is difficult for us to accept it.

b. We regret to say that we cannot accept your offer, as your price is unworkable.

c. We would much more appreciate it if there is a discount.

d. We find the rice you quoted is much higher than other suppliers’ of the similar products. Could you please lower it down to …?


⊙ Making a counteroffera. To step up the trade, we counteroffer

as follows, subject to your reply reaching us before this weekend.

b. In view of the above, we would counteroffer in your interest, that at US$26.00 per piece CFR Vancouver on the usual terms.


Warming-up Discussion You (Fashion Trading Company in U.K.)

have received a firm offer from the seller (China National Garments Imp. & Exp. Corporation) . You find the offer unworkable. How will you reply to them?

Task 1Task 1

thank the seller for his offer stating the reason for declining the offer make a counteroffer Endings

Writing Steps for referenceWriting Steps for reference

Specimen Letters for Analysis Specimen Letters for Analysis (1)(1)

Language PointsLanguage Points1. on the usual terms 按照惯常条款

according to the usual terms 按照惯常条款

under the usual terms 按照惯常条款

2. in reply to ph. 现答复；兹复 in response to

in answer to 1) 现答复你方本月 26 日来函，向你们报实盘如下。

In reply to your letter of 26th of this month, we are making you the following firm offer.

This is in response to your letter of 26th of this month. We are making you the following firm offer.

3. end-users 最终用户，用户（指以使用或消费为目的的消费者） 4. regret vt. 抱歉，遗憾1) 抱歉无法按你方 16 日信中所提价格供货。

We regret our inability to supply the goods at the price indicated in your letter of 16.

Language PointsLanguage Points

Different Expressions find our prices too low 认为我方价格偏低 find our prices reasonable 认为我方价格合 find our prices competitive 认为我方价格具有竞争性 find our prices in line with the market 认为我方价格与市价一

致 find our prices workable 认为我方价格可行 find our prices acceptable 认为我方价格可接受

5. find your price too high 认为你方价格偏高

2) We very much regret to say that the goods supplied are not up to the expectations.

We regret that we can’t accept your order at the original price owing to the rise in the price of raw materials.

很遗憾所供货物令我们十分失望。3) 由于原材料价格上涨，抱歉无法按原价格接受你方订单。

Language PointsLanguage Points6. out of line with 与…不一致

1) 你方的价格与现行的市场价格完全不一致。

Similar Expressions:

2) 你方所询购的货物超出我们的经营范围。

3) 你方价格颇为合适，但交货期太长。

the present market

the current market

the ruling market

in line with 与…一致

Your price is entirely out line with the price ruling in the present market.

The goods you enquired is out of line with the scope of business activities.

Your price is quite in line, but the time of delivery is too distant.

7. the prevailing market 现行市场；现行行市

Useful expressions on Prices:

the present price 现行的价格 the ruling price 现行的价格 the going price 现行的价格 the prevailing price 现行的价格 the current price 现行的价格 the prevalent price 现行的价格

Language Points

8. the Indian origin 产地 country of origin 生产国别；原产

地 Certificate of origin 原产地证明

1) What is the place of origin? ？产地是哪里？


1) 请报实盘并说明最早交货期。

9. indicate v. 表示；说明；

2) 各种迹象表明价格将上涨。There is every indication that the price will rise.

3) Please let us have your indication of price for the captioned goods.

请告知你方对标题项下货物的价格意见。4) 迹象表明羊毛价格将进一步下跌。

indication n. 概念；迹象；示意；征兆

Please make us a firm offer, indicating the earliest delivery date.

Information indicates a further decline in the wool market.

Language Points

10. slightly adv. 略微；稍稍；稍微

这位病人略为见好一点。The patient is slightly better.

11.the difference in (price) ( 价格方面 ) 的差别质量上的差异是显而易见的。The difference in quality is quite clear.

Language PointsLanguage Points12. such being the case （ in this case ）情况就是这样，鉴于这种情况 13. step up ph. 促进；加速

1) 只是鉴于我们之间长期的业务关系才给你方特别折扣。

14. in view of ph. 鉴于

Considering the unusual circumstances ， we agree to accept your requirements.

2) 鉴于情况特殊，我们同意接受你方的要求。

1) 我们竭尽全力加速生产以满足市场上大量需求。We are doing utmost to step up production to meet the heavy demand.

Similar Expressions considering

It is only in view of our long-standing business relations that we offer you this special discount.


1) 遗憾得知我方报盘遭到你方买主的拒绝。

15. decline vt. 拒绝；谢绝（用于拒绝，该词要比 reject 和 refuse 委婉）；vi. 下降；

2) As your prices are too high to meet competition, we have to decline your offer with regret.

彩色电视机的市价正在跌落。16. at your earliest convenience ph. 尽早的；早日的 ; 立

即 Similar Expressions at an early date

at an early moment

as soon as possible

by return

We regret to learn that our offer has been declined by your end-users.

由于你方价格太高，缺乏竞争力，我们只好拒绝你方报盘，甚歉。 3) The market price of color TV is on the decline.

before long

by (on,at) the earliest opportunity

without (any ) delay

with the least possible delay

Chinese version of the letterChinese version of the letter执事先生：

真丝女衬衫感谢贵公司 2 月 20 日来函，按惯常条款向我方报盘 3000 打上述货物，每件 45.00 英镑 CIF伦敦价。现答复如下，我方遗憾地告知贵方我客户认为你方价格太高与现行的市价不一致。有消息表明，你方产品的价格比印度制造的产品高出百分之二十。我们知道中国产品的质量能略好一点但价格之差不应有如此之大。鉴于这种情况，我们无法劝说我们的客户接受你方的价格，因为类似质量的货物可以用低得多的价格买到。为了促进贸易，我们现在代表我客户还盘如下，以你方确认于本月底前到达我处为准：每件 36 英镑 CIF伦敦价含佣金百分之二，其它条款如你方 2 月20 日函所示。只是鉴于我们之间长期的贸易关系才向你做出如此还盘。由于行市在不断地下跌，希望你方能对我还盘予以认真考虑并早日传真接受我们的还盘。

谨上，

Warming-up Discussion You are the seller (China National

Garments Imp. & Exp. Corporation), and have received a counteroffer from the buyer (Fashion Trading Company in U.K.). You find their counteroffer out of line with the prevailing market level. How will you reply to them?

Task 2Task 2

1.acknowledging receipt of the counteroffer

2.stating the reason for declining the counteroffer

3.making a counter counter-offer4.Endings



Language PointsLanguage Points1. the subject material 标题项下的货物

the captioned goods

the subject material

2. be found (to be ) on the high side （价格）偏高 be on the high side

be too high

be a little high

be rather stiff

be prohibitive

3. Make comparisons

1) We note from your letter of 10 Oct. that the price for the subject article is found to be on the high side

2) Thank you for your letter of 10 Oct., from which we note that the price for the subject article is found to be on the high side

Language PointsLanguage Points4. be regretful that 令人感到遗憾的；抱歉的（多用于婉言拒

绝）

at one’s level 按某人的价格

1) 我们不能按你方价格达成交易。 We cannot close business at your level.

1) We are regretful that we are unable to reduce our price to the level you indicated .

5. while conj. 然而；但是（形成鲜明的对比） 6. level n. 水平；（商业英语中引申为价格）

2) 如果你方能降价则交易成交有望。Business is possible if you reduce your level.3) Your price is not on a level with the current market.你方价格与当前市场价格不符。

我们感到很遗憾不能将价格降到你方所示水平。

我们遗憾地获悉交易落空。2) It is regretful to learn that the business has fallen through.

Language PointsLanguage Points7. firm with an upward tendency （行市）坚挺且有上升趋势

upward tendency 上升趋势 downward tendency 下降趋势

8. in one’s interest ph. 为某人利益着想 9. take (full) advantage of sth. （趁机）利用（别人的缺点，弱点）

与 make useful of 的区别：前者具有占人便宜之嫌 1) I can’t take advantage of your good nature.

我不能利用你的善良（的好本质）。2) 沾了好天气光，打了场网球。

We took advantage of the fine weather to play tennis.

Make comparisons

Language PointsLanguage Points10. lapse n. v. 失效

1) You must ship the goods in time to arrive here before the lapse of the license.

你方必须在许可证期满前及时将货物运到此地。2) 很遗憾，我们的报盘在失效前未被接受。

We regret to say our offer has lapsed unaccepted.

11.likelihood n. 可能性

1) 价格没有下降的可能。There is no likelihood of the price going down.

2) 一旦本报盘失效，货物不被卖出的可能性很小。There is little likelihood of the goods remaining unsold once this particular offer has lapsed.

Chinese version of the letterChinese version of the letter

执事先生：从你方 2 月 23 日来函中得知，我方对标题项下货物的报价被认为是偏高的。尽管我们很感激你方的合作，向我提供了你地市场印度货物的行情，但十分抱歉不能把价格降到你方所示水平。我们不得不指出你方还盘显然与现行市场价格不吻合。因为你邻国买主正在按我们所报价格大量进货。而且，市场坚挺且有上升趋势。一旦此报盘失效，要把货物保留而不予售出是不可能的。鉴于上述情况，为你方利益着想，建议你方立即接受我方每件 45英镑CIF 伦敦价格。

谨上，

Warming-up Discussion Generally speaking, an order should be

acknowledged immediately if it cannot be fulfilled straight away. Now, you are the seller (China National Garments Imp. & Exp. Corporation), and have received a repeat order from your old client. Due to the shortage of stocks, you cannot meet the requirements of the buyer. What will you say to them?

Task 3Task 3


1.acknowledging receipt of the order 2.stating the reason for declining the order 3.offering a substitute4.Endings


Language PointsLanguage Points1. much to one’s regret 遗憾；令人遗憾

2. shortage of stock 库存短缺

3. undertake v 承担；答应

1)我们决不承担没有把握的事。

We will not undertake to do anything without being sure that we can do it.

2)他答应承担贸易代表团的领队。

He undertook the leadership of the trade delegation.


由于这是一个大订单，我们没有把握在三周内完成生产任务。

3) As this is an order of substantial one ， we cannot undertake to complete the manufacture of the order in three week’s time.

4. on account of 由于；因为

Similar Expressions

due to

because of

owing to


1)由于你方未能在规定的时间内装运货物，我们只好撤销订单。We have to cancel the order on account of your failure to ship the goods within the specified time.

2) On account of lack of direct steamer, please allow transshipment in your L/C.

因为没有直达船，请在你信用证中注明允许转船。

3)由于品味不同，您的设计款式不适合此地市场。

On account of difference in taste, your designs do not suit this market.


5. uncertainty n 变化；不肯定

1) In view of the uncertainty of the price movement ， we deem it advisable to withhold offering.

由于价格动向变化不定，我们认为暂停报盘为宜。

6. revert v 重提；复原

1)一旦能向你方报实盘，我们将与你重谈此事。

We will revert to this matter as soon as we are in a position to make you a firm offer.


2) We have taken due note of your requirements for plumbing and heating supplies, but regret being unable to supply at present. We will certainly revert to this as soon as our supply becomes available.

我们已注意到你方需要供热管道系统，遗憾的是目前无法供货。一旦可供，我方将续谈此事。

Language PointsLanguage Points7. come into stock 有库存；有货

8. hesitate v 犹豫；踌躇

hesitate to do sth 对做某事犹豫不决 hesitate about doing sth 对做某事犹豫不决 hesitate in speaking 说话吞吞吐吐 do not hesitate to do sth 务请… feel free to do sth 不犹豫做某事

1)倘若你方有意询购其它货物，请具体告知，切勿犹豫。


9. rely on ph 依靠；信赖 rely upon

1)请放心我们定会与你方密切合作。

You may rely on it that we will cooperate with you closely.

若你方欲需要其它金属箔，请随时告知详细询价。

2) If you should require any other metallic foils, please feel free to send us your detailed requirements.

If you want to buy some other goods, please do not hesitate to let us know your specific requirements.


10. substitute n. 替代品，代替物

We will send the substitute for the wrongly delivered goods.

11.substitute v.代替，替换

Substitute A for/with B 用 A 代替 B

If the goods required is out of stock, please substitute it for a similar one.

Your turn


随函附上一份修改的合同以代替以前的那份。

Enclosed is an amended contract in substitution for the previous one.

我们同意用塑料代替木材。

We agree to substitute plastic for wood.


执事先生：第315货号纯棉内衣

欣然收到有关上述货物的第 01315 订单，谢谢。然而，非常遗憾由于库存短缺，我方不能接受此订单，我生产厂家因原材料变化不稳也不能答应接受你方以后交货的订单。但我方非常乐意借此机会推荐类似替代品 --货号 317供你方参考。一经新货源到来，我方将以传真与贵方重谈此事。同时，务请将你方对我们任何其它商品的具体询价寄给我们，并请放心我方会随时予以办理。

谨上，


to conclude a transaction 达成交易 to come to terms 达成交易 to close a bargain 达成交易 to close a deal 达成交易 to put the deal through 达成交易

2. conclude v. 达成；得出结论

to decline 婉言拒绝 to refuse 拒绝；回绝 to reject （义正词严地）拒绝

1. turn down ph. 拒绝；摒弃

Difference between these three words:


Should you be prepared to reduce your price by, say 5%, we might come to terms with you.

1)如果你方愿意减价，比如说 5% ，我们很可能达成交易。

5. persuade v. 说服；劝说

1)遗憾我们未能说服他们接受你方的报盘。

We regret we have not been able to persuade them to accept your offer.

2) We believe we can persuade our users to divert their purchase to you.

我们相信能说服客户转向你方购货。


6. approach v. 与…接洽

2)曾有几家买主与我接洽索要花生的供货。

1)请与在你地的我方代理直接联系。

Please approach our agent at your end directly.

Several buyers have approached us for the supply of peanuts.

3) They have approached that factory several times for water pollution.

他们已就水污染一事多次与那家工厂联系。


be in receipt of 收到 upon receipt of 一收到…就… on receipt of 一收到…就… after receipt of 收到后…

8. protracted adj. 拖延的；延长的；持久的

9. receipt n 收到；收据

7. finalize v. 把…最后定下来（指交易搞定）


sales confirmation 销售确认书 purchase contract 购货合同 purchase confirmation 购货确认书

10. sales contract 销售合同


执事先生：你方 6月 26日的报盘收悉，十分遗憾你们没有接受我们的还盘。由于我们急需此货并渴望与你方做成这笔交易，所以我们竭尽全力说服我方客户接受你方每件 35美元的报盘。幸运的是我温哥华客户最终改变了主意又与我接洽同意接受你方交易条件订购 3000打上述货物。我们很高兴经过长期函电往来，终于达成了首笔交易。期待收到你的销售合同，一经收到该合同，我们即开立有关信用证。

谨呈，

Specimen Letters for Self-StudySpecimen Letters for Self-Study

Letter 4


△ be disappointed at hearing that 听到…感到失望

△ be disappointed in sb / sth 对某人（某事）失望

△ be disappointed of one’s purpose / hopes没有达到目的（希望）

1. disappoint v. 使失望

Much as we would like to come to terms with you ， we cannot entertain your counteroffer

2. much as ph.虽然很…

虽然很想与你方达成这笔交易，但不能考虑接受你方的还盘。


3.the best we can do 我们至多所能做的；我们能够做得最好的

类似表达法：

△ the further we can go

△ all we can do

当买方对卖方说 the best we can do往往指把价格稍提高一点；反之，当卖方对买方说 the best we can do则指将价格稍降低一点。当然，除了指价格外， the best we can do还可以指其它的交易条款，如支付条件、交货期、装运条件等。


4.see one’s way clear to do sth.设法做…；有可能做…

△ see one’s way clear to doing sth.设法做…；

我们无法再增加数量。

She didn’t see her way clear to lending me the money I needed.她没有把我需要的钱借给我。

We shall see our way clear to advance your shipment from June 15 to May 30.

我们设法将六月十五日装运给你方的货物提前到五月三十日装运。

We cannot see our way clear to increase the quantity.


5.a flood of orders 大量订单

△ a crowd of orders 大量订单

△ a large number of 一大批

6.sources 来源

我们曾从别处（其它国家）进口标题项下的货物。

We used to import the subject article from other sources.


7. direct one’s attention to 使某人注意力集中在；使某人注意

△ invite one’s attention to sth./ the fact that

△ call one’s attention to sth./ the fact that

△ draw one’s attention to sth./ the fact that

△ direct one’s attention to sth./ the fact that

△ attract one’s attention to sth./ the fact that

△ arrest one’d attention to sth./ the fact that

△ bring one’s attention to sth./ the fact that 提请注意某事

We would like to call your attention to the validity of the L/C.

提请你方注意信用证的有效期。


8. convince v 使确信；使信服；深信；确信

他马上确信读书是一种乐趣。

He instantly convinced himself that reading was a pleasure.

谁能去使他信服？

Who is going to convince him?

我们现在明白了报道的真实性。

We are now convinced of the truth of the report.


9. take sth. into consideration 考虑到；顾及

Taking into consideration the transportation conditions at your end, we have especially reinforced our packing so as to minimize the extent of any possible damage to the goods.

考虑到你方的运输情况，我们已特别加固包装，以尽可能减少损失。

The documents produced by you to support the claim for compensation are insufficient, therefore, we cannot take your claim into consideration.

你方为索赔而出具的文件不够充分，因此，对你方的索赔要求，我方不予考虑。

希望你方能认真考虑你们的商业信誉，立即开证，否则由此带来的损失由你方承担。


We hope that you will take your commercial reputation into consideration in all seriousness and open the L/C at once, otherwise, you will be responsible for all the losses arising therefrom.

10.come to terms达成交易


执事先生：

从 3 月 22 日来函中惊悉你方不能接受我报盘，因为其他供应商报价低于我们的价格。

虽然我们非常愿意与你方在拓宽销路方面多多合作，但十分抱歉无法考虑接受你的还盘。因为事实上，我们已收到其它地区的买主按我方价格成交的大量订单。

希望你方能提请客户注意这一点：不仅要考虑价格还要考虑到产品的质量。

谨上，

Specimen Letters for Self-StudySpecimen Letters for Self-Study

Letter 5


1.duplicate order 重复订单：除交货期不同于原订单外，其它交易条款与原订单完全一致

2.due to 由于；因为

九月份我应该得到升级。

I am due to promotion to a higher grade in September.

谈判预定持续一周。

The negotiation is due to last for a week.


keep your inquiry in our mind记住你的询盘

keep your inquiry on file for future reference 记住你的询盘待有机会再办

我们会留心你方对核桃仁的需求，一俟可供，即与你方联系。

We will keep in mind your requirement for walnutmeat and shall contact you once it is available.

3.keep sth before sb 记住某事


执事先生：

欣然从你方 6 月 1 日来函中获悉贵公司有意向我方重复订购 50 公吨红糖。

我们非常感谢你的想法，然而十分抱歉由于国内外需求很大目前我们不能接受任何新的订单。

我们记住你的询盘，一旦能够接受新订单就会立即与你方联系无误。

谨上，

IntakeIntake

Intake Intake

反还盘

按惯常条款

现行市场价格

counter counteroffer

on the usual terms

the ruling price

I. Translate the following phrases:

IntakeIntake

价格偏高

上涨趋势

大量订单

be on the high side

upward tendency

a flood of orders

IntakeIntake由于大量承约

利用市场上涨的优势

重复订单

owing to heavy bookings

take advantage of upward tendency

duplicate orders

原材料的不稳定

Uncertainty of raw materials

IntakeIntake

II. Translate the following into English:

1.你方还盘与现行市场价不符。

Your counteroffer is not in line with the prevailing market.

2.很遗憾，我们的价格与你方还盘之间的差距太大。 We are sorry the difference between our price and your counteroffer is too wide.

3.很遗憾我们不能把价格降到你方所表示的水平。

We very much regret that we cannot reduce our price to the level you indicated.

4.由于原材料短缺，制造商不能接受任何新的订单。

Owing to the shortage of raw materials, the manufacturer can’t accept any new orders.

5.由于大量承约，我们不能接受新订单，但是一旦新货源到来，我们将随即去电与你方联系不误。

Owing to heavy commitments, we regret that we cannot entertain any fresh orders for the time being, but we will contact you by cable as soon as the new supplies come.

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6.目前我们暂不能给你们报盘，但将记住你方的询价。

7.报给你方的价格是很实际的。很抱歉不能接受你方的还盘。

We cannot offer you at present, but we will keep your enquiry before us.

The price we quoted is quite realistic. And we regret that your counteroffer is unacceptable to us.

IntakeIntake

9. 你方必须降价百分之二左右，否则没有成交的可能。

10.请随时告知你处市场的供货情况。

You must reduce your price by 2% otherwise business is impossible.

Please keep us informed of the supply position in your place.

The price we quoted is quite reasonable, which has been accepted by the other buyers at your end.

8.我们的报价相当合理，（这）已为你地其他客户所接受。

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2. We from your letter of May 15 that you are the _______for green tea.

1. As the market is , your price is on the side.

III. Filling the missing words :

3. We cannot clear to reduce the price to the level you .

5. You assured that the goods under Sales Contract No.9898 will be shipped .

4. We hope to business at something our level.

declining found high

note inmarket

see our wayindicated

close near

may restwithout delay

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6. Since your price is with the prevailing market, it is not for the buyers at our to accept.

7. While we appreciate your intention, we regret that we entertain any fresh orders.

8. As soon as we are a to make an for black tea, we shall you by cable.

9. We are enclosing a of our new products for your .

10. When you are in need of further quantities, please free to communicate with us.

out of linepossible end

cannot

in positing offercontact

list reference

feel

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Dear Sirs,

Thank you for your offer of Dec, 22 and your latest catalogue.

We appreciate the quality and design of your shirts, but unfortunately your price is nearly 20% higher than the other suppliers in our market. To accept your offer would leave us little profit on our sales since the difficult economic climate.

Therefore, we would suggest that you could make a reduction in your price, say, 15% and grant us 3% discount.

We hope our counter-suggestion will meet with your approval.

Yours faithfully,

Dear Sirs, We have received your counteroffer of Dec. 23 and

have had our careful attention. To be frank, we should like to grant your request to cut

our price by 15%. However, owing to the recent rise in the cost of raw materials, it is impossible for us to reduce the price by 15% without lowering the quality.

Considering this is the very first transaction between us. We are willing to allow you 3% discount.

This is the best we can do. As we have received a large orders from other sources, as well as the low stock and increasing demand.

Your early acceptance is absolutely essential. Yours faithfully,

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Documents

English for Business Communication