答复函及原则

(一）答复函的作用

答复函有时称为Letter of ResDonse，有时也称为Letters for Answering Inquiries。其作用是回答问题、提供信息资料、给予特殊的帮助，尽量满足来函人的需求。

如果你在销售部门或公关部门任职，你可能会花大量的时间回复那些来自于各种群体或人士的询问函,这些函件蕴含着极佳的推销机会。写信人当中可能有客户、潜在客户和支持者。回复这种信函，即便不能售出产品或推出服务项目，也可能会宣传公司形像，使公司在某方面获益。所以你应把回复来信的机会当作推销产品、吸引投资者的良机，尽量赢得对方的好感，在回复函里洋溢出一种积极的、热情的态度，以抓住机遇。

(二）回复询问函的六条原则

由于对询问函的答复关系到能否继续“对话”,能否激发对方的消费意愿，而最终促成交易。因此,对询问函的答复应以迅速、及时、热情、周到和尽可能满足对方的要求为原则。

以下是回复这类询问函的六条参考原则:

如果你能满足来函中提及的全部需求,尽早把好消息告诉对方。

1. 如果你只能部分满足对方的需求,，先讲你能做些什么，然后解释哪些做不到，并说明理由。

2. 如果对方的需求你全都不能满足,答复时要以感谢对方来函开始，然后再说不愉快的消息。

3. 无论你的答复令人高兴与否，应利用一切机会表明良好意愿，赢得询问者的理解。换句话说，要不怕麻烦，提供尽可能的帮助。

4. 使信函的内容情感化。这样收函者会感到你愿真诚、乐意地提供服务;否则就会对你的无助而感到失望。在寄送产品说明书、推销宣传单、目录本等印刷资料时,在答复函中仅需提及你认为会使对方最感兴趣的特色方面，不要重复印刷材料里已有的一切内容。另外,在必要时，也可趁机宣传一下公司的其他产品或服务内容。

范例分析 Sample Analysis

Sample A

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Gentlemen:

Please send me the color brochure on your new 4 1/2-inch TV .sets advertised in Merchandising Weekly. May I have sixcopies, one for me and one for each of our regional managers? Thanks.

Very truly yours,

Mark Blumshky

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1. 此函简明、吉截了当地说出了自己的需求。注意致函人提了所获信息来源。
   

2. 用了必要的礼貌语言。

Sample B

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Dear Sir,

I am so intrigued by the announcement in MerchHandising Weekly of your new 4 1/2-inch television set that I''d like six copies of your color brochure, one for me and one for each of our regional managers whose names and address are attached.

Thank you!

Yours sincerely,

Rose Cowart

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1. 此函要求明确、具体，致函人也提供了所获信息来源。

2. 致函人希望把另外五份小册子邮寄给各地的经理。

3. 询问函A和B都能达到同样效果。

Sample C: Responoing to the Sample Letters

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Dear Miss Cowart:

Here are six copies of our color brochure on our new 4 1/2-inch TV set as featured in Merchandising Weekly. I am especially pleased that you want a copy for each of your regional managers.

The brochure"tells it all", so I do not need to expand on theTV's features in this letter. I do want you to know, however, that the brand is being purchased in large quantities by retailers everywhere，and they predict that this is only the beginning. It is especially popular with the younger crowd for home,dorm and travel use.

The price to retanlers is $83.97 and the suggested retail price is $119.95.

Please let me know if there is other information you need.

Sincerely yours,

Bob Spencer

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1. 复函人附上了六份小册子,一开始就把令人愉快的信息告诉对方。

2. 复函人提到该品牌的电视机大受欢迎,这实际上具有微妙的广告效应，考沃特小姐及其他经理们可能会希望尽快定货。

3. 最后提到了费用和零售价,并表示愿意提供所需的其他帮助。

Sample D

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Sir or Madam:

Please send me, if available, export guides for Colombia, Argentina, Brazil, and Venezuela (I learned about the guides from "National Perspectives").

If the guides are not available now but will be in the future, l would appreciate your placing me on the mailing list to receive them upon publication.

Yours very cordially,

Tom Yuan

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1. 直接说出自己的要求，提供了致函人的信息来源。

2. 得体地要求对方把自己列在邮寄名单上，以防目前缺材料,以后有机会再补上。这样省去了过后写信的麻烦。

Sample E

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Sir or Madam:

As a manufacturer of farm equipment, our company is makingplans to market our products in Colombia，Argentina，Brazil,and Venezuela.

Recently，I learned (from "National Perspectives” ) that you have export guides to several European and African countries. Are they also available for the countries mentioned above? If so, I would appreciate having them. If not and you have plans for them, would you please send them to me when they arereleased?

l thoroughly enjoy“National Perspectives"，especially the environmental segments. This happens to be a controversial subject in our community right now, and I really wonder whether the problem can be solved to everyone's satisfaction. 

Yours very cordially.

Tom Yuan

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1. 首先讲你是谁,并简要地提到了你的计划。(马一种开头的方式可先询问所要资料，然后再讲你是谁等。)

2. 提到电视节目，并询问有关资料的情况。

3. 最后，夸奖对方的电视节目质量，并就自己所在地的情况加上了一点个人评论。

4. 询问函C简洁, 但十分清楚。毫无疑问, 它同询问函D都能得到同样的重视，说不上哪一种写法更好。不过,有些人认为C胜一筹,因为它所花阅读时间极少; 另一些人则偏爱D, 因为它提供了更多的背景信息,同时赞扬了电视节目的质量。采取哪一种写法由你自定。

Sample F: Supplying nformation about the Availability of a Proouct

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Dear Mr. Yuan:

Export guides for Colombia, Argentina, Brazil, and Venezuela are being mailed to you today with our compliments. If you need additional copies. just let me know.

You'll see in the circular enclosed that International Air Cargo also has available export , guides to several other SouthAmerican countries as well as to Europe, Africa, and the FarEast. If you have use for any of the guides listed, just drop mea note and Ill send them.

Please be assured. Mr. Yuan. that if there is any way thatIntermational Air Cargo can assist you with your exportingproblems, we'd be delighted to hear from you.

Thank you for writing.

Yours very sincerely,

Andrew Smith

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1. 直接说出自己对询问函需求所做的事情，并说明提供的资料是不收费的。

2. 提到还有其他贷料可赠送。虽然对方不一定感兴趣，但至少表示了乐于提供帮助的愿望。

3. 最后一段、请对方有问题时来找你方。这当然暗示着让你公司运送货物时一个明智的选择。