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e prices we quoted are at all excessive , but bear2ing in mind the long - standing relationship between ourfirms , we have decided to offer you a special discount of3 % on an order exceeding ￡10 ,000. We make this allow2ance because we should like to continue to do business withyou , but we must st ress that it is the furthest we can go.We hope this revised offer will now enable you to place anorder .[4 ]John Smith      率先 ,卖家强调正在没有反应品质的大前提下 , 曾经尽能够把报价降到最低 ,其次 ,强调思忖到单方临时优良的竞争关系 ,决议对于超越 1 万英镑的订购 ,再寄予 3 %的尤其倍数。卖家笔者充足应用虚构语气、主动语态等礼数词语 ,既抒发出对于对于方的充足尊重 ,又坦率地抒发出己方的下线。做到了既没有丧失己方利益 ,又体现出了 “本人少争利益” 的大方姿势 ,从而使买方更简单承受。
    (三)表扬原则(Approbation Maxim)因为单独利益的驱动 ,国内贸易中交易单方都无比注意构建和谐的联系 ,单方的沟通是 “横向沟通” ( horizontalcommunication) 。因而 ,能推进沟通的 “表扬原则” 常常贯穿于商务信函中。即便有争议、回绝或者理赔等令人绝望的事件发作 ,也应本着 “少说没有表扬外人” 的话的准则去外交。假如一方没有能或者全体没有能赴约而形成另一方丧失 ,正常应敌对于商量 ,找出办法补偿丧失是处理成绩的最佳道路。因此 ,生意信函中很少涌现指摘的字句。但正在示意回绝或者失望时 ,要过分运用宛转、委婉的语气以削弱消沉语气 ,同声要踊跃确定对于方准确的一面 ,给对于方以充足的尊重。如:Dear Sir ,Thank you for your fax of 22 August . We are indeedsorry you find our price too high. Our quoted prices leaveus with a small profit and if it were not for the regular or2ders we receive f rom a number if our customers , we couldnot have quoted for supplies even at those prices.Our prices already make full allowance for large ordersand , as I am sure you know , we operate in a highly com2petitive market in which we have been forced to cut ourprices to the minimum. We wish we cuold lower our pricesbut unfortunately we cannot do so.Despite our inability to offer you lower prices , we stillhope we may receive an order f rom you.John Smith     本信函的手段是拒相对于方提价请求 ,然而信的扫尾 ,以感激的口气起笔并谈到对于方的请求。而后 ,经过用虚构语气的句型 “if it were not for the regular orders we receivef rom a number if our customers , we could not have quotedfor supplies even at those prices.” ,坦率注明没有能提价的原因 ,齐头并进一步注释本报价曾经是最优越价钱。并抒发了得到对于方订单的指望。该信函拙劣地使用了 “表扬原则” ,拒绝了对于方降阶请求。 [4 ]
   (四)谦卑原则(Modesty Maxim)谦卑正在生意信函中就是 “少赞美本人” , “夸张本人的没有是” ,并要主观地否认本人的弄错。相似:Dear Sir ,Re : Your L/ C No. 5757 covering your Order No. 134Thank you for your extension of your L/ C No. 5757.Today we shipped the above consignment on board S. S.“Nellore” which sails for your port tomorrow.Enclosed please find one set of the shipping document scovering this consignment , as follows :(1) One nonnegotiable copy of B/ L ;(2) Invoice in duplicate ;(3) Packing list in t riplicate ;(4) One copy of Manufacturer’ s Certificate of Quali2ty ;(5) One c