Price is an important part in international trade, whether the wording is appropriate or not, and no matter what language strategy is used, all of these can make the other party easy to accept the prices, the transaction have played an important role for business. The follow offer was good to abide the tact maxim.
Dear Sir:
Thank you for your inquiry of December 20. Enclosed are our price list and a catalog. This company has exported carpets for years to your country, and other European countries. You may be sure that your order will be profitable. We are the largest of all the carpet man-facture in China; our prices are always lower than others.
We look forward to receiving your reply[5].
This letter’s purpose is to reply the buyer’s inquiry and to offer price, hoping the other side can accept the offer. The sender adopts tact maxim “minimize cost to other; maximize benefit to other.”, in this way, the buyer believes that the sender is professional exporters, and taking into account the benefit of the buyer.
1. 2. 2 The application of generosity maxim in politeness principle
Generosity maxim: minimize benefit to self; maximize benefit to self.
Although both the sender and the receiver are attempt to maximize profits, but they will reach a compromise on the trade. Compromise is unavoidable. At this time, the sender must follow the “minimize benefit to self; maximize benefit to self”. The principle of compromise generosity maxim is the key to success. Look at the following letter.
Dear Sir:
In reply to your fax dated on April 2, we are enclosing this order, NO.SX/0014.
We accept US $ 15.40 for Model A and US $ 19.60 for Model B, but must bid US $ 35.50 for Model C. The market is flooded with cheaper models than other one so even this price is too high. Payment will be made by irrevocable L / C at sight. Please advise us when the goods are ready for shipment.
Your early reply is appreciated [5].
First, the sender (the buyer) affirmed prices of a kind Model in the first two and the benefit of seller be guaranteed, and then they said the third Model C’s price is higher, they can only receive US $ 35.50, and further explained that the market is flooded with cheaper models than other one so even this price is too high. In other words, the sender has lost profit. Using this strategy, it is not only to achieve the demanding purpose for depreciate, but also to make a “minimize benefit to self” posture, so that the seller is easy to accept.
1. 2. 3 The application of approbation maxim in politeness principle
Approbation maxim: minimize dispraise of other; maximize praise of other.
Generally speaking, everyone is willing to hear the praising words. In business activities, sincere praise makes other side satisfied, at the same time, it also shorten the distance between the two sides. A friend atmosphere is easy to reach a consensus, so that business activities can be carried on smoothly; at last, it is going to success. Such as: We'd like to cooperate with you because of your high ability. We heard that the business transacted through you last year amounts to more than $...
In addition, in business activities, when we found the other party is wrong, we could try to avoid straight expression of criticism, such as: We have found out that you are delinquent with regard to your amount by $ 3. The word “delinquent” in this sentence criticized the mistakes of the other side, it made the other side sulky, thus the business is hard to carry through. Obviously, such word as “delinquent” is not appropriate; we can change the sentence to: Your amount shows small deficit of $ 3. This sentence criticized indirectly; the other side will accept easily, so the business is easy to carry through.
In business English letter, it also should “minimize dispraise of other; maximize praise of other” .e.g.
Dear Sir:
Thank you for letting us know about your concern that our quotation for the 1000 Folded Chairs you enquired is higher than the average market level.
You would like either to ask for the same price as last year's or receive a 5% discount. With the present market trend, we have to say that our price is really the best we can quote, not with standing we would do everything possible to make you satisfied with your purchase. I hope this explanation answers your question concerning our price structure, and look forward to your order[5].
1. 2. 4 The application of modesty maxim in politeness principle
Modesty maxim: minimize praise of self; maximize dispraise of self.
Modesty has steps, which means that different culture background could accept different modesty. Excessive modesty may reduce your reliability; the other side will think that there is no benefit if they are cooperates with you. As a result, it will be losing business occasion, so excessive modesty is unadvisable.
Foreign trade is a difficult and meticulous job; it needs both buyer’s and seller’s cooperation and communication. When problem appears, while we are doing it, we must admit our own mistakes and we can’t just on. e.g.
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