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Mr. Brown finds your price somewhat high. Say that you can't
agree with him because you have developed some special features in
your machines. Compare the previous model with the new one.
Ex. 16. Give extensive answers.
1. Why is it necessary for our trading organizations to be in close
touch with the world market?
2. What information can the Buyers find in offers?
3. In what case do the Buyers agree to increase an order?
4. In what case are prices increased?
5. In what cases can a discount be given?
6. In what cases can't the Sellers offer goods for prompt delivery?
Ex. 17. Give your viewpoint.
The Sellers can always meet the Buyers' quantity requires.
Orders are usually placed with the companies what quote the lowest
prices.
Ex.18. Speak on the topics.
1. Sending an enquiry.
2. Making an offer.
3. The discussion of the price.
4. Impressions of a new model.
Ex. 19. Read and reproduce.
"Don't Get Too High and Don't Get Too Low": Is It Good Advice
for Sales Pro's?
I am, what you might call, an ardent baseball fan.
As a youth, I played deep in the caverns of the Los Angeles
Angels organization, and on and off, I’ve been known to follow the
exploits of my favorite teams ever since.
To this day I can’t turn down an invitation to play softball at a
picnic or at a faculty-parent school function.
There is a phrase I’ve heard often, both in my playing days and
beyond.
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As a ballplayer you simply cannot let yourself get too high or too
low.
This also seems to apply to being a salesperson and a sales
manager.
When things are going great, you’re winning championships or
clients, it’s easy to feel you’re a Master of the Universe, as novelist
Tom Wolfe put it. But then, just when you believe you can do no
wrong, the rug is pulled out from under you.
You skid. You pummel. You fall. You stay down.
Finally, you go about the ultra-serious business of recovering
from the blow.
From rock bottom, you have to claw your way back up, using
humility, and grit, and something you felt you’d never have to employ
again; patience.
This seems to be what playwrights and screenwriters term the
“dramatic arc” of most sales professionals. We start at the bottom,
move up, reach the top, slip downward to the bottom, or to that
neighborhood, and then we have to will ourselves back up.
(It’s also called “The Hero’s Journey,” for good reasons.)
Instead of heeding that advice to never get to high or low,
emotionally, we’re like manic depressives, alternating between peaks
and valleys, seemingly beyond control.
The pendulum never quietly hovers in the middle. It’s always
swinging from one extreme to another.
Is there a way to avoid these extremes?
Some industries have business models that allow for a more
placid balancing of emotions.
Insurance comes to mind.
If you’re an agent and 80% or more of your book of business, in
good times and bad, consists of existing clients, what is there to fret
about? Most of your income is assured.
Yes, you must service your clientele, but you aren’t forced to
replace every customer every year.
There are businesses that must.
Consulting is one of them. A consultant’s job is to provide
temporary help and then to set the client free, to make it independent.
Referrals to competitors in the same industry are practically
nonexistent, because who is crazy enough to hand his competitor an
advantage that his consultant bestowed?
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Like the protagonist in the film, “Day of the Jackal,” once a
consultant does his job he won’t be allowed to work again, at least in a
similar context.
Roofers guarantee their work for up to thirty years. How often
will they be summoned to replace the same roof? Their only hope for
business survival and success is to be constantly trawling for new
customers.
Most businesses fall somewhere between these extremes, but to a
large extent, the great majority need to constantly sell and market, and
this involves emotional highs and lows.
Frankly, I believe these swings are normal, and we can do very
little to avoid them.
When interest rates are low, the housing industry will boom, as it
has, recently. Then, partly because of that boom, it will bust. It’s
simply part of the “business cycle” that economists such as Keynes
have been noting for years.
But we can do something that will make our feast and famine
cycles more tolerable.
Appreciate they’re normal, they aren’t our fault, and above all,
they’re temporary.
While our bank accounts may continue to experience highs and
lows, at least our emotions will stay within more manageable
tolerances, if we keep this thought in mind.
Dr. Gary S. Goodman
Ex. 20. Vocabulary
further
further to ...
e. g. Further to our talk at the fair we
conversation syn.: talk
to oblige
to be obliged to smb. for smth.
e. g. We are obliged to you for your offer
to supply machines
to supply smb. with smth.
e. g. When will you be able to supply us with the pumps?
to supply smth. to smb.
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e. g. We supply our machines to different countries
to deliver prompt, delivery prompt
payment for prompt delivery syn.: urgent, immediate
e. g.: We require the goods for prompt delivery
to train
mutual relations/friendship
benefit
to be of mutual benefit
e. g. We hope business relations between our companies will be of
mutual benefit.
to inform
to inform smb. of smth.
e. g. The company informed us of their new model. syn,: to let smb.
know
to purchase
e. g. Have you ever purchased goods from Brown & Co? syn.: to buy
to enclose
documents to enclose catalogues
quotation to enclose with
e. g. We enclose our catalogues with the letter.
particulars
e. g. We are interested in all particulars of Model AB. syn.: details
concerning
e. g. We have received your letter concerning the tests of the machines.
characteristic
e. g. We have studied closely the technical characteristics of the
compressor.
reputation
to develop
trade
to develop business relations
cooperation
e. g. We are interested in developing business relations with your
company.
e. g. We have developed some modifications in our machines.
feature
to satisfy
to promise
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UNIT VIII
BUSINESS-LETTERS
Part A
Kazan Trade Delegation in London received the following offer:
Kazan Trade Delegation, 23rd May, 20…
32 Highgate,
London.
Dear Sirs,
We would like to introduce ourselves as one of the largest
manufacturers of pumps in Great Britain.
We are enclosing leaflets which provide information on a wide
range of pumps we manufacture and we feel sure you will agree that
there are designs and types to suit different requirements.
We also enclose for your further information our current rent FOB
price-list which may be revised from time to time and we will be
pleased to supply you with CIF quotations as well. Deliveries will
of course depend of the quantities and the type of pumps you require.
Spare parts can also be supplied and they too are illustrated and
described in the leaflets.
If you are interested in our pumps we are prepared to supply you
with any model you require on mutually acceptable and profitable
terms.
We hope you will let us have your comments on our offer and we
look forward to discussing this matter in detail with you at any
convenient time.
for Carston Ltd,
G. Parks
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Yours faithfully,
Export Sales Manager
Part В
Discussing the Guarantee Period
Ionov studied the offer and the leaflets very closely. He thought
that the technical characteristics of the LS 8 pump would suit their
customers.
He got in touch with Mr. Parks and visited his office.
During their talk they discussed some technical matters. Today they
are meeting at the Russian Trade Delegation.
Ionov: Good morning, Mr. Parks. Very glad to see you again.
Parks: Good morning, Mr. Ionov. What terrible weather we are
having!
Ionov: Yes, it has been raining since early morning
though the radio didn't say it would rain today.
Parks: I hope it will clear up by the evening.
Ionov: Perhaps it will. Mr. Parks, the matter I'd like to bring
up today is the guarantee period. I know it is 12 months from
the date of putting the pumps into operation, but not more than
18 months from the delivery date.
Parks: That's right.
Borisov: Well, I find it rather short. We'd like it to be extended
by two and three months respectively, as the usual guarantee period
for this type of equipment is longer.
Parks: Now, look. Model LS 8 is of a new design and only a
small number of units have been manufactured so far. Although
we have good reports about their performance we can't formally
guarantee their reliability for a longer period.
Ionov: I see. But, Mr. Parks, I believe the contract will
specify that if any defects are found during the guarantee period you
are to correct them promptly and at your expense.
Parks: Yes, this is our usual obligation, but of course we do that
only if we are responsible for the defects, not if they appear through
your fault.
Ionov: This seems reasonable. Let's consider one more
possibility. Suppose we would like some faulty parts to be replaced,
on what terms will you deliver the replacements?
Parks: We'll try to supply them immediately and pay the cost of
their insurance and transport. Will that suit you?
Ionov: Quite.
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Parks: By the way, if you want special service visits of our
engineer to be arranged after the guarantee period, we can always do
that.
Ionov: Shall we have to pay for such visits?
Parks: Yes. You should authorize such visits and pay the
engineer's fare to and in the Russia, hotel expenses and the cost of
each job he will do.
Ionov: Thank you. I'll have to look into the matter. Could we
meet on Thursday, say, at 12?
Parks: Let's make it 2 if you don't mind. I have an
appointment at 12 which I don't want to break.
Ionov: Very good.
Part A
Ex.1. Read and translate the text.
Ex. 2. Say what you have learned from the letter about:
1. Carston Ltd and the goods they sell; 2. the terms on which
Carston Ltd offered their pumps to Kazanimport.
Ex. 3. Summarize the letter.
Ex.4. Think and answer.
1. Why did Carston Ltd send an offer to the Russia Trade Delegation.?
2. Why did they enclose leaflets with their offer?
3. Why were they going to supply Kazanimport both with FOB and
CIF price-lists?
4. Why did the letter say that deliveries would depend on the
quantities and the type of pumps the Buyer required?
5. What facts show that the company was interested in establishing
business relations with Kazanimport?
Part В
Ex. 5. Read and translate the dialogue.
Ex. 6. Say what you have learned from the dialogue about:
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1. the guarantee period of Carston Ltd for the LS 8 pumps;
2. the service visits the company arranged after the guarantee period.
Ex. 10. Think and answer.
1. Why did the Buyer want the guarantee period to be extended?
2. Why was the Seller to replace the faulty parts promptly during the
guarantee period?
3. Why does the company arrange service visits of their engineers after
the guarantee period?
Ex. 11. Say and explain. At whose expense:
1. the goods are delivered in the case of CIF transactions;
2. the defects are corrected during the guarantee period;
3. the visits of the Seller's representatives to the Buyer's plants are
arranged during (after) the guarantee period;
4. the replacements of faulty parts are made during (after) the
guarantee period;
5. different exhibitions are arranged;
6. spare parts are delivered to customers.
Ex. 12. Translate into English.
1. Машины фирмы "Автомоторс" пользуются большим спросом
на мировом рынке. Они новейшей конструкции, очень надежны в
работе и ими легко управлять. Фирма производит много моделей
для самого различного применения. Гарантийный срок на
машины—12 месяцев со дня поставки и 10 месяцев со дня пуска
в эксплуатацию. Во время гарантийного срока фирма обязуется
устранять все дефекты в машинах за свой счет, если они появятся
по их вине. Фирма также гарантирует срочную замену
неисправных частей. В этом случае их перевозка и страхование
также оплачиваются фирмой.
2. В этих брошюрах даны фотографии и описания российских
фотоаппаратов (cameras) различных марок. Российские
фотоаппараты покупаются во многих странах, и все покупатели
довольны их качеством и отделкой.
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3. Представитель фирмы сказал, что им пришлось пересмотреть
цены на насосы, и они предлагают нам свои насосы по более
высокой цене, но на очень выгодных условиях поставки и
платежа. Кроме того, они готовы продлить срок гарантии на
полтора месяца. Я думаю, что мы сможем решить вопрос о
дальнейших заказах после того, как внимательно рассмотрим
новые цены фирмы.
Ex. 13. Write a letter to a British company. Introduce yourselves
as one of the largest manufacturers of excavators. Offer your
goods to the company and write about the terms on which you
would like to supply them.
Ex. 16.
a) Complete and translate.
to calculate v + ion = calculation n to inform v + ation = information
n
1. to impress - ...
2. to recommend - ...
3. to operate - ...
4. to illustrate - ...
b) Complete the sentences.
1. Sometimes the Sellers have to correct defects which appear in the
equipment during the guarantee period. Then the guarantee period is
to be extended by the period of time which is used for the ...
2. A lot of companies exhibited their TV and radio equipment. The ...
was very large.
3. The company informed the Buyer of the possible applications of
their machine. The Buyers were very interested in the ...
4. All models of tractors which the company produced were illustrated
in the catalogue. The ... were very colorful.
Ex. 17. a) Supply the articles where necessary.
1. If it is warm and sunny English people say: "We are having ...
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wonderful weather." If it is cold and wet they say: "... weather is
terrible, isn't it?" As ... weather changes very often, it is quite
important in the lives of the British people.
2. It is always a pleasure to do ... important and interesting work.
3. ... work means very much to him, but ... job he has doesn't suit him.
4. I am doing ... very important work now and I'd like to do ... work
well.
* * *
Risa 26th October, 20...
Dear Sirs,
We understand that you are responsible for … purchase of ... frozen
chicken as well as ... other meat products. We would like to introduce
ourselves as one of ... largest producers of ... frozen chicken in Great
Britain and will be pleased to supply you with ... first-class quality
product on ... best terms. Currently ... chicken is offered at... FOB
price of £ ... from ... English port. ... CIF price can also be quoted, but
will be 15—20% dearer. We are enclosing... leaflets about our
product. We hope we can be of interest to you and have ... opportunity
of serving you in ... near future.
Faithfully yours,
for Kerr and Sons Ltd
С G. Wilson
Sales and Marketing Director
b) Say what you have learned about:
1. Kerr and Sons Ltd and the goods they deal in;
2. the terms on which their goods are offered.
Ex. 18. a) Supply the correct forms of the verbs.
1. If any defects (to appear) in the machines before the end of the year,
they (to correct) at the Seller's expense.
2. If the two companies (to establish) business relations, they (to be
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