LESSON 40: HOW TO APPLY FOR AN AGENCY?--怎样申请做代理商？


CONTENTS

I. USEFUL EXPRESSIONS 常用语

II. SAMPLE 范文

III. TIPS 掌握写作要领

IV. EXERCISE: WORDS, PHRASES AND SENTENCE PATTERNS 精通常用词组和句型

V. UPGRADING YOUR ENGLISH 英语升级

VI. GOODIES & GIFTS 实用小礼物

I. USEFUL EXPRESSIONS
常用语

1. How to start your letter?

We are a large sportswear retail chain with outlets throughout Canada.

We are looking for a supplier who will offer us a sole agency to retail high-quality leather ware in this country.

We are interested in the SDG-7000 mobile telephone displayed on your stand at last month's Hong Kong International Trade Fair.

We have learned that you are looking for a reliable firm to represent you in Hong Kong.

I am replying to your advertisement in xxxxxxx [trade journal] concerning your need for a buying agent in Australia to represent your company.

2. How to stress the market potential of your region?

There is every indication that your products would find a profitable market here.

Recent statistics suggest that there is an increasing demand in this country for mobile communication devices.

As the market for cellular phones is growing rapidly in this country, we can assure you of excellent sales prospects.

We think you could expect an annual turnover of approximately $________.

3. How to stress your firm's capacity and resources?

I have first-class business connections throughout the country.

Over a period of five years I have established a well-developed sales organization in Taiwan.

We can assure you that our organization will offer you first class representation and excellent sales to guarantee the success of your products in this country.

We have an established reputation in South Korea as a main supplier of equipment for hospitals.

4. How to suggest terms?

We usually pay our principals direct by 60-day bill of exchange, documents against acceptance.

Our customers usually settle with us direct, and we pay our principals by bill of exchange on a quarterly basis.

We generally represent our principals as sole agents, with an initial contract to run for one year, renewable by mutual agreement.

We expect our principals to offer advertising support and spare-parts service.

We generally expect delivery within _____ weeks of receipt of order.

5. How to end your letter?

We look forward to hearing that you are interested in our proposal.

I am sure we could come to a satisfactory arrangement as to terms.

I have enclosed our usual draft contract for you to consider.

Please let us know as soon as possible whether our offer interests you.

If the above proposal interests you, please contact us so that we can draw up a draft agreement.

If you are interested, I would be pleased to hear from you.



II. SAMPLE
范文

Dear ___________:

OfficeMart is one of the leading companies in office equipment retail business. We have outlets throughout Malaysia. We are interested in your products displayed at last week's Office Automation Exhibition and would like to know whether you could offer us a sole agency to retail your products in Malaysia.

We are confident that there is a growing market for your products in our country, due to the rapid pace of office automation.

We operate on a 10% commission basis on net list prices, with an additional 3% del credere commission if required. We usually pay our principals by bill of exchange on a quarterly basis.

If you are interested in the above proposal, we will send our representative to discuss further details with you. We look forward to hearing from you soon.

Yours sincerely,



____________[name]
____________[title]



III. TIPS
掌握写作要领

1. Tell the supplier who you are and how you came to know the supplier's product.
2. Offer information to convince the supplier that there is a market for his product in your country or area.
3. Offer information to convince the supplier that you are able to develop the market and sell his goods.
4. Describe the terms on which you normally operate and ask if they would be acceptable to the supplier.
5. Offer contact information.



IV. EXERCISE: WORDS, PHRASES AND SENTENCE PATTERNS
精通常用词组和句型

1. Click on the word or phrase that fits the sentence:

  1. Could you put us _____ touch with a company that specializes in photographic equipment?
    (A) on
    (B) for
    (C) in
    (D) of

  2. I understand that you are not _____ present directly represented in Hong Kong and would like to offer my services as commission agent.
    (A) in
    (B) for
    (C) as
    (D) at

  3. We specialize _____ buying domestic appliances and other household goods.
    (A) in
    (B) with
    (C) at
    (D) for

  4. We have contacts _____ all leading brand manufacturers so we are able to obtain specially reduced export prices for their products.
    (A) over
    (B) in
    (C) with
    (D) on

  5. We make purchases _____ our principals' names, sending them accounts for settlement.
    (A) with
    (B) in
    (C) to
    (D) of

  6. We usually pay our principals _____ bill of exchange on a quarterly basis.
    (A) in
    (B) by
    (C) out of
    (D) with

  7. We will keep you well informed _____ new products that come on to the market.
    (A) for
    (B) in
    (C) with
    (D) of

  8. Sales of notebook computers have increased _____ more than 60 per cent in the last two years.
    (A) by
    (B) for
    (C) to
    (D) with

  9. I firmly believe that an agency for marketing your products in Malaysia would be _____ considerable benefit to both of us.
    (A) by
    (B) with
    (C) of
    (D) for

  10. Since we already had experience in marketing products similar _____ your own, we are confident that we can successfully handle the business for you.
    (A) with
    (B) as
    (C) of
    (D) to



V. UPGRADING YOUR ENGLISH
英语升级


1. Choose an explanation for the highlighted word or phrase in the sentence:

  1. The euro is a robust newborn. The $1.17 kickoff rate of the euro set by European authorities includes a rise of about 10% in major European currencies during the runup to the new currency.
    (A) fierce competition for something profitable
    (B) the period of time just before the event
    (C) frantic activities
    (D) the period of time just after the event

  2. Mr. Green rose through the ranks of this big company on the strength of his marketing and managing skills.
    (A) despite of
    (B) in addition to
    (C) apart from
    (D) because of

  3. In the context of today's merger mania in the telecommunications industry, the new chief executive will have his work cut out keeping his company independent.
    (A) will work out a plan to do this
    (B) will spend a proportion of his time to do this
    (C) it will be very difficult for him to do this
    (D) it will be very easy for him to do this

  4. The company's European roots give him a technical edge over American competitors.
    (A) make him more aggressive in dealing with technical issues
    (B) make him nervous about technical problems
    (C) give him a technical advantage
    (D) give him technical information

  5. He set about building a network of more than 200 company stores just as the country's mobile phone market was taking off.
    (A) achieving a rapid growth
    (B) entering a period of recession
    (C) losing its momentum
    (D) experiencing great changes



2. Read the passage below and pay special attention to the highlighted words and phrases:


In this country's white-goods business, sales tend to either soar or crash. During the past three years, demand for household appliances such as washing machines exploded after the government introduced an anti-inflation plan. This year, however, the situation doesn't look as rosy. The country is skidding into a recession that could shrink gross domestic product by 3% next year. With the country's economy nosediving, low-income consumers are in no position to buy anything on credit.

To shore up its business in this emerging market, the multi-national company has invested hundreds of millions of dollars to modernize its factories, cut costs, and solidify its position as the market leader in washing machines, refrigerators, and air-conditioners. To keep its edge over competitors, the company has cut more than 4,000 jobs in the production chain to improve efficiency at its six plants. It has also initiated a data-exchange system that links its computers with those of retailers to keep better track of stock. And it has launched a line of products with upgraded features. The company has significantly improved its production flexibility and agility and can increase or decrease output by 50% in just 30 days.


white-goods: n. large pieces of equipment used in the home
explode: v. increase greatly
rosy: a. offer hope, seeming much better than it really is
skidding into a recession: suddenly and uncontrollably moving into a recession
nosediving: v. deteriorating suddenly
shore up: v. support (a business that is not working well)
keep its edge over: keep its advantage over
initiate: introduce
keep better track of: v. follow closely what happens to ...


VI. SOMETHING FOR NOTHING
GOODIES & GIFTS （实惠小礼物）

A Ready-Made Letter For You

Dear ___________:

I am replying to your company's advertisement in ________________[commercial journal] in which you indicated the need for a buying agent to represent your group in ___________[country/area].

My company specializes in buying _______________________ and we have acted for several firms in __________[country/area]. We have well-developed connections with leading brand manufacturers in __________. We are able to keep you well informed of new products from the _______ industry and purchase a wide range of products at reduced export prices. In addition, we can offer excellent terms for freight and insurance.

Our usual commission is ______% on c.i.f. invoiced values, and we make purchases in our principals' names, sending them accounts for settlement.

I have enclosed literature providing details about our services and terms. If you are interested, please contact me at the above address. I am looking forward to hearing from you.

Sincerely yours,



___________[name]
___________[title]

Encl.