Chapter

16

Enquiries and Replies

INTRODUCTION: ENQUIRIES
The most common letters in business are buyers enquiries about goods and services and sellers replies giving information and quotations. Enquiries generally figure in the first category of letters sent by an organization or an individual. They are, first and foremost, information-seeking letters.

CATEGORIES OF LETTERS OF ENQUIRIES

Letters of enquiry may roughly be put into following categories: An enquiry made at the buyers own initiative.

An enquiry made in response to the seller in the usual course of business. A routine enquiry made by an old buyer in the usual course of business.

An enquiry for some favour like some special price, relaxation of terms and conditions etc.

WRITING ENQUIRY LETTERS

A letter of enquiry is ideally a direct approach letter. It should, therefore, be straightforward, courteous and to the point. Special care must be taken about the opening that sets the tone of urgency or the need for information and the close of the letter that shows the writers expectation of a quick response. 1. To ask for information ,one can begin with a question like : Could you give us the following information? Or sentences like Please send the following information 2. Indicate the purpose for which the information is needed 3.End the letter with a friendly comment which will indicate a sense of personal relationship with sentences like

I would be most grateful if you could e-mail this data to meor

We could discuss the matter over a cup of tea , in my office , if you wish too

REPLIES TO ENQUIRIES
All enquiries must be replied promptly. Delay in replying a letter of enquiry would prove counter productive as it would convey a poor image of the seller. A reply must be complete in that it should contain all the information asked

for,namely,prices,terms of sales such as discount ,credit, delivery etc. Catalogue/price lists & quotations may either be enclosed with the letter or sent in a separate cover.

REQUEST FOR HELP OR ADVICE FROM BUSINESS ACQUAINTANCES

QUOTATIONS
A letter of quotation is a specific offer of sale made in response to an enquiry. It includes details about the prices of the goods needed, terms of payment, conditions of delivery etc. It is, in this way, an estimate of how much something will cost. It is supposed to be competitive in nature, i.e. lower and more attractive than what the seller thinks his competitors in the market would quote. 1. i. ii. Asking for Quotations Polite request for quotation. Details of requirements with quality and quantity of goods.

Points to be included in this letter are:

iii. Place and time of delivery of goods required, carriage paid of carriage forward. iv. Any special request about the mode of delivery or packing. v. Suggestion that the volume of business will be large, if the quotation is Cont. favorable.

2. Sending Quotations: Reply to Request for Quotation Points to be included: i. Thanks for the enquiry.

ii.
iii. iv. v.

Statement of prices and terms.

Attempt to win the customer. Reply to all the enquiries made by the customer. Expectation to get the order.

3. Firm Offer A firm offer is a promise to sell the goods at the quoted price provided the order is received within the stated time, usually 3 to 7 days. A firm offer is made when the price of the product is expected to rise or when the price is fluctuating, and quoting a definite price is difficult. It is also made when suppliers are short of demand. The letter states the reason for making the offer firm, and the date up to which it will remain firm .A firm offer is a moral obligation, but not a legal obligation. It builds Cont. goodwill with important customers.

4. Offering a Substitute The substitute one offers must satisfy the purpose and need of the customer. To win the customers confidence send a trial sample with the quotation. 5. Withholding Quotation If a particular customer repeatedly asks for quotations for the purpose of comparing with other quotations and does not place any orders, one may avoid giving further quotations. 6. Bargaining letters Points to be included in this letter: i. Expression of thanks for the quotations. ii. Specific request for more favorable terms. iii. Attempt to show that the supplier will benefit if he gives the requested terms. iv. Suggestion that frequent orders will be placed if the request is granted. 7. Sellers reply In order to refuse the request of reduction in the quotation, it must also be done politely, giving sufficient reason for it and the language should be such as to persuade the buyer to buy at the mentioned terms and price. It should be able to satisfy the buyer that no compromise shall be made in terms of quality or terms of service and the price offered is economical than the market rate.

GETTING BACK LOST CUSTOMERS

There are several reasons why a customer stops buying: 1. 2. 3. 4. 5. Attracted by lower price or better service elsewhere. Dissatisfied because of unadjusted complaint. Influenced by competitors sales effort. Drifted away to other sellers. Gone out of business or shifted to another area.

The most common reason for the loss of customers is that the supplier makes no effort to retain them and so they drift away to competitors. A letter containing latest catalogue, samples of latest designs/products, etc., may make an indifferent customer feel that he is remembered by the supplier. One may offer discounts/concession, additional service, etc., in a competitive business.