The Form of the Business Letter
It should be noted that in the English-speaking countries there are no uniform standards for business letters. Certain general rules are observed in all these countries, but there are many variations in details.
The essential parts of the business letter are:
Heading
The letterhead, or heading, consists of the name and address of the firm and additional information, such as telephone number or numbers, telegraphic address, cable address, code or codes used by the firm, telex number or numbers, names of partners or directors, branch offices, etc.
Date
The date is placed below the printed letterhead, or it forms part of the typed heading. In Great Britain it is usually written in either of the following ways: 12th August, 20… or August 12th, 20…
The Americans use the latter form, but omit the st, nd, rd or th after the day of the month. (This shorter form has also become quite popular in Britain.): May 2, 20…or 16 September 20…
Inside Address
The inside address includes
a. addressee’s name,
b. his title,
c. house number, street, etc.
Salutation
Every English letter — regardless of whether it is addressed to a private person, a business firm, or a government office — requires a salutation.
The most common salutations in letters to individuals are Dear Sir or Dear Madam, Dear Mr. Baker, Dear Mrs. Smith or Dear Miss Brown.
The Americans usually prefer the salutation Dear Mr. (Dear Mrs. / Dear Miss)...
In letters to two or more men and to business firms, the salutations Dear Sirs and Gentlemen are used. The former is preferred in Great Britain, the latter in the United States.
Body
The body of the letter contains the message. In Great Britain and the United States, great importance is attached to the paragraphing of letters. A separate paragraph should be devoted to each new topic or idea. Most letters do not exceed one page. If the letter is longer, it is continued on a second sheet.
Complimentary Close
The complimentary close should always be consistent with the salutation.
In Great Britain the suitable complimentary close for letters beginning with Dear Sir or Dear Madam, Dear Sirs or Mesdames is Yours faithfully. Letters using the salutation Dear Mr...., Dear Mrs.... or Dear Miss... are closed with Yours sincerely. Other informal closes are Yours truly and Yours very truly.
In American business letters Yours sincerely or Sincerely yours is increasingly replacing Yours very truly or Very truly yours. Correspondents who know each other well also use the following closes: Sincerely, Yours cordially, Cordially yours and Cordially.
Signature
Since many signatures are difficult to read, the name of the undersigned is usually typed below (or above) his signature.
Reference Initials
It is customary for the secretary or shorthand typist to indicate on the letter the initials of the person who dictated the letter and her own initials. The dictator's initials are always placed first and separated from those of the transcriber by a stroke or colon: ADT/ej or ADT:EJ (Dictator's name: Alfred D. Thomas; transcriber's name: Elizabeth Jones).
Types of Business Letters
I. Inquiries
The most important inquiry in business is the inquiry relating to goods.
Inquiries of this type are addressed to suppliers by prospective customers (also called "prospects" in business). They can be made orally or in writing. Many firms have printed inquiry forms. An inquiry is without any obligation for the inquirer.
Businessmen usually send inquiries to several likely suppliers, as they want to find out which of these suppliers offers the best quality, the most favourable prices and terms and / or the shortest delivery dates.
Often the buyer, in his inquiry, merely asks the supplier to furnish literature or to send his representative (general or routine inquiry). If the customer wants a detailed offer, or if he has a special problem, his inquiry must contain full details of his requirements (special or specific inquiry).
Sometimes drawings, patterns, or the like have to be added.
Terms and phrases
| a. Reference to Advertisement, etc. | Ссылка на рекламу и т.д. |
| We refer to your advertisement in «Export News». | Мы ссылаемся на Вашу рекламу в «Export News» |
| We have seen your stand at the Hanover Fair. | Мы видели Ваш стенд на Ганноверской Ярмарке. |
| We hear that you have put a new electric shaver on the market. | Мы слышали, что Вы поместили на рынок новую электрическую бритву. |
| As we have learned from Messrs. Miller& Sons, you are manufacturers of hydraulic pumps. | Как мы узнали у господ Miller& Sons, Вы являетесь изготовителями гидравлических насосов. |
| Your firm has been mentioned to us as one of the leading importers of textiles. | Ваша фирма была рекомендована нам как одна из ведущих компаний импортеров текстиля. |
| b. Reasons for Inquiring | Причины запроса |
| We need … We are in need of … We require … | Нам нужны … Нам требуются … |
| We are in the market for … | Мы находимся на рынке для … |
| We are interested in importing German cutlery. | Мы заинтересованы в импорте немецких режущих приборов. |
| As we have received many inquiries from customers for… | Поскольку мы получили много запросов от клиентов о … |
| Our stock is running low. | Наш запас исчерпывается. |
| Our stock is nearly exhausted (depleted). | Наш запас почти исчерпан. |
| c. Asking for Particulars with Regard to Goods, Prices, etc. | Запрос подробностей относительно товаров, цен и т.д. |
| Please send us complete details on … | Пожалуйста, вышлите нам полную информацию о … |
| We should appreciate full particulars concerning … We should welcome detailed information on … | Мы будем рады подробной информации о … |
| Will you please send us patterns of your tweeds. | Пожалуйста, вышлите нам образцы Ваших костюмов из твида. |
| We should be pleased to receive your illustrated catalogue. | Мы будем рады получить Ваш иллюстрированный каталог. |
| We should be obliged (We should be grateful) if you would arrange for a demonstration of your machine. | Мы были бы Вам благодарны, если бы Вы устроили демонстрацию Вашей машины. |
| Please let us know the earliest date of delivery. | Пожалуйста, сообщите нам самую раннюю дату поставки. |
| ….whether you can supply from stock. | … сможете ли Вы поставить со склада. |
| A visit of your representative would be appreciated. | Визит Вашего представителя был бы для нас ценным. |
| d. Giving References | Предоставление рекомендаций |
| Information about our company can be obtained from … | Информация о нашей компании может быть получена от … |
| For information about our company please refer to (write to, contact) … | Для получения информации о нашей компании, пожалуйста, обратитесь к (напишите, свяжитесь с) … |
| Should you wish to make any inquiries, we refer (direct) you to … | Если Вы желаете навести справки, обратитесь к … |
| Messrs. Brown& Smith will be glad to give any information about us you may desire. | Господа Brown & Smith будут рады дать о нас любую информацию, которую Вы желаете. |
| First-class British and German references can be furnished. | Могут быть представлены первоклассные британские и немецкие рекомендации. |
| If we give you an order, we shall supply references. | Если мы сделаем заказ, то мы предоставим рекомендации. |
| e. Suggesting Future Business | Предположение о будущем сотрудничестве |
| If your prices are competitive (favourable, reasonable) … | Если Ваши цены конкурентоспособны (благоприятны, разумны) … |
| If your products are of first-class quality … | Если Ваши продукты имеют первоклассное качество … |
| If the quality of the goods comes up to (meets) our expectations … | Если качество товаров отвечает нашим ожиданиям … |
| If the samples find (meet with) our customers’ approval … | Если образцы будут одобрены нашими клиентами … |
| If the goods meet our requirements … | Если товары отвечают нашим требованиям … |
| If you can guarantee delivery of the goods within two weeks… | Если Вы можете гарантировать поставку товаров в течение двух недель … |
| … we should be prepared to place a trial order. | …мы были бы готовы разместить пробный заказ. |
| … we should be in a position to place substantial orders. | … мы были бы в состоянии разместить значительные заказы. |
| … your products should find (meet with) a ready market (a ready sale). | … Ваши продукты нашли бы хороший сбыт. |
| … your products should sell readily in this market. | … Ваши продукты были бы быстро проданы на этом рынке. |
Specimen letters
Inquiry from Canadian Importer to German Manufacturer of toys.
Gentlemen:
We have learned from our representative in New York that your Construction Kits for boys have proved very popular in the United States.
As they should also be of interest to Canadian customers, we would be glad to receive samples and quotations.
Please include in your quotation full information on packing, quantities and shipping weights, as well as prices, terms and probable delivery dates.
We are one of the leading importers of toys in this country and are therefore very much interested in learning if you are prepared to grant us the sole agency for your products in Canada. There is a considerable demand for German toys here, and we are convinced that good business could be developed.
Yours very truly,
