Enquiries and replies

Most letters of enquiry are short and simple, so much that many firms have adopted the practice of sending printed enquiry forms, thereby eliminating the need for a letter. As a prospective buyer, the writer of an enquiry states briefly and clearly what he is interested in, and this is all the receiver of the letter needs to know.

It is rather different when the object of your enquiry is to obtain a special price for regular orders, or to sell rights in your area. In cases like these you are asking for concessions, and you have to “sell” your proposal to the supplier. This requires much more skill than does the writing of a routine enquiry, and we will be returning to letters of this type shortly.

A first enquiry – a letter sent to a supplier-with whom you have not previously done business – should include:

1. A brief mention of how you obtained your potential supplier’s name. Your source may be an embassy, consulate, or chamber of commerce; you may have seen the goods in question at an exhibition or trade fair; you may be writing as the result of a recommendation from a business associate, or on the basis of an advertisement in the daily, weekly or trade press.

2. Some indication of the demand in your area for the goods which the supplier deals in.

3. Details of what you would like your prospective supplier to send you. Normally you will be interested in a catalogue, a price list, discounts, methods of payment, delivery times, and, where appropriate, samples.

4. A closing sentence to round off the enquiry.

Enquiries for information about goods or services are sent and received in business all the time. In a routine letter of enquiry follow these guidelines:

1. State clearly and concisely what you want – general information, a catalogue, price-list, sample, quotation etc.

2. If there is a limit to the price at which you are prepared to buy, do not mention this, otherwise the supplier may raise the quotation to the limit you state.

3. Most suppliers state their terms of payment when replying so there is no need for you to ask for them unless you are hoping for special rates.

4. Keep your enquiry brief and concise.

Enquiries mean potential business, so they must be acknowledged promptly. If it is from an established customer, say how much you appreciate it; if it is from a prospective customer, say you are glad to receive it and express the hope of a lasting and friendly business relationship.

Requests for Catalogues and Price-lists

Routine requests where formal reply is unnecessary

Suppliers receive many routine requests for catalogues and price-lists. Unless the writer requests information not already included written reply is often not necessary, and a “with compliments” slip may be sent instead. In the following enquiries written replies are not necessary. The items requested may be sent under cover of a “with compliments” slip.

Example 1

Dear Sir/Madam,

Please send me a copy of your catalogue and price-list of portable disc players, together with copies of any descriptive leaflets that I could pass to prospective customers.

Yours faithfully

Example 2

Dear Sir/Madam,

I have seen one of your safes in the office of a local firm, which passed on your address to me.

Please send me a copy of your current catalogue. I am particularly interested in safes suitable for a small office.

Yours faithfully

Potentially large business

When an enquiry suggests that large or regular orders are possible a “with compliments” slip is not enough. Instead write a letter and take the opportunity to promote your products.

1. Enquiry

Dear Sir/Madam,

I have a large hardware store in Southampton and am interested in the electric heaters you are advertising in the West Country Gazette.

Please send me your illustrated catalogue and a price-list.

Yours faithfully

(b) Reply

Dear Mrs. Johnson

Thank you for your letter enquiring about electric heaters. I am pleased to enclose a copy of our latest illustrated catalogue.

You may be particularly interested in our Model FX21 heater, our newest model. Without any increase in fuel consumption, it gives out 15 % more heat than earlier models. You will find details of our terms in the price-list printed on the inside front cover of the catalogue.

Perhaps you would consider placing a trial order to provide you with an opportunity to test its efficiency. At the same time this would enable you to see the high quality of material and finish put into this model.

Yours sincerely

Enquiries through recommendations

When writing to a supplier who has been recommended, it may be to your advantage to mention the fact.

1. Enquiry

Dear Sir/Madam

My neighbour, Mr. W. Stevens of 29 High Street, Derby, recently bought an electric lawnmower from you. He is delighted with the machine and has recommended that I contact you.

I need a similar machine, but smaller, and would be glad if you sent me a copy of your catalogue and any other information that will help me to make the best choice for the purpose.

Yours faithfully

2. Reply

Dear Mr. Garson

I enclose a catalogue and price-list of our lawnmowers, as requested in your letter of 18 May.

The machine bought by your friend was a 38 cm RANSOME which is an excellent machine. You will find details of the smaller size of 30 cm shown on page 15 of the catalogue. Alternatively, smaller than this is the PANTHER JUNIOR shown on page 17.

We have both these models in stock and would be glad to show them to you if you cared to call at our showroom.

Please contact me if I can provide any further help.

Yours sincerely

Requests for samples

A request for a sample of goods provides the supplier with an excellent opportunity to present products to advantage. A reply should be convincing, giving confidence in the products.

(a) Enquiry

Dear Sirs

We have received a number of enquiries for floor coverings suitable for use on the rough floors which seem to be a feature of much of the new building taking place in this region.

It would be helpful if you could send us samples showing your range of suitable coverings. A pattern-card of the design in which they are supplied would also be very useful.

Yours faithfully

(b) Reply

Dear Mr. King

Thank you for your enquiry for samples and a pattern-card of our floor coverings.

We have today sent to you separately a range of samples specially selected for their hard-wearing qualities. A pattern-card is enclosed for the purpose you mention we recommend sample number which is suitable for rough and uneven surfaces.

We encourage you to test the samples provided. If you feel it would help to discuss the matter we will arrange for our technical representative to arrange to come and see you.

Meanwhile, our price-list is enclosed which also shows details of our conditions and terms of trading.

Please contact me if I can be of further help.

Yours sincerely