Points to remember

1. Give details of your own firm as well as ask for information from your prospective supplier. It would be helpful if you could briefly point out any particular item you are interested in.

2. Be specific and state exactly what you want. If possible quote box numbers, catalogue references, etc. to help your supplier identify the product.

3. Ask for samples if you are uncertain about a product.

4. Suggest terms and discounts but be prepared for the supplier to make a counter-offer.

5. Close with an expression such as "l look forward to hearing from you" or indicate the possibility of substantial orders or further business.

Questions:

1. What do you usually begin your letter of enquiry with?

2. Why might it be useful to point out that you know the firm's associ­ates?

3. Do you think other references could be helpful?

4. Why is it advisable to point out any particular items you are interested in?

5. Why must you be specific and exact when asking for goods?

6. Why do the Buyers want to see the goods before placing an order?

7. Who is a prospective customer?

8. Can a prospective customer make additional demands as regards prices and conditions stated in advertisements?

9. Explain the meaning of the words: a line, a wholesaler, a retailer.

10. What does a buyer do if he wants to see how his goods will sell before placing a firm order?

11. Why does the supplier have to know the customer well?

12. How will you close a letter of enquiry?

Replying to Letters of Enquiry

• Always start with mentioning your prospective customer's name.

• Thank the writer for his enquiry.

• Mention the date of his letter and quote any other references that appear.

• Let the writer know as soon as possible if you have the product or can provide the service he is enquiring about.

• Encourage or persuade your prospective customer to do busi­ness with you.

• Mention one or two selling points of your product, including per­haps any guarantees you offer.

• If you do not have what the enquirer has asked for but have an al­ternative offer it to him.

It is possible, of course, that you may not be able to handle the order. If this is so, tell the customer about it and if possible refer him elsewhere.

Make sure that you enclose current catalogues and price-lists if you are sending them. And if the prices are subject to change¹ then let your customer know. If you are sending samples let your customer know that they will follow the letter immediately by separate post. Certain products, e.g. heavy equipment machinery, installations may need demonstrating. In these cases the company might send a representative or adviser if the equipment is to be installed.

• A reply to an initial enquiry is the impression your customer will have of you.

So a direct approach telling the customer what the product is, why he should buy it, how much it will cost and what concessions you are offer­ing, will create an impression of an efficient company that can handle his order smoothly.

• Always thank the customer for writing to you.

If you have not done so at the beginning of the letter you can do so at the end. You should also encourage further enquiries. If for some reason or other you cannot write a letter at once just acknowledge² receipt of the enquiry and promise to get to the enquirer as soon as you can.