Ағылшын іскерлік тілін қарым қатынаста қолдану

 

Кімнің атынан

The term 'per pro' (p.p.) is sometimes used in signatures and means 'for and on behalf of'. Secretaries sometimes use p.p. when signing a letter on behalf of their bosses.

When writing on behalf of your company, it is useful to indicate your position in the firm in the signature.

 

Қосымша

If ther are many enclosures, e.g. leaflets, prospectus, etc., with the letter, these may be mentioned in the body of the letter. But many firms in any case write Enc. or Encl. At the bottom of the letter, and if there are a number of documents, these are listed, e.g.

Enc.

Bill of landing (5copies)

Insurance certificate (1 copy)

Bill of exchange (1 copy)

 

Іскери хаттың кейбір ерекшеліктері

1. 'Private and confidential'

This phrase may be written at the head of a letter above salutation, and more importantly on the envelope, in cases where the letter is intended only for ht eyes of the named recipient.

There are many variations of the phrase - 'Confidential', 'Strictly Confidential' - but little difference in meaning between them.

2.  Subject title

Some firms open their letters with a subject title (beneath the salutation). This provides a further reference, saves introducing the subject in the first paragraph, immediately draws attention to the topic of the letter, and allows the writer to refer to it throughout the letter.

It is not necessary to begin the subject title with Re: e.g. Re: Application for the post of typist.

3. Copies

• c.c. (= carbon copies) is written, usually at the end of the letter, when copies are sent to people other than the named recipient.
• b.c.c. (=blind carbon copies) is written at the copies themselves, though not, on the top copy, when you do not want the named recipient to know that other people have received the copies as well.

 

2. Іскери құжаттың көлемі

 

Ұзақтық

How long should a letter be? The answer is as long as necessary and this will depend on the subject of the letter.

It may be a simple subject, e.g. thanking a customer for a cheque, or quite complicated, e.g. explaining how a group insurance policy works. It is a question of how much information you put in the letter: you may give too little (even for a brief subject), in which case your letter will be too short, or too much (even for a complicated subject), in which case it will be too long. Your style and the kind of language you use can also affect the length. The right length includes the right amount of information.

The three letters that follow are written by different people in reply to the same enquiry from a Mr. Arrand about the company's product:

1. Too long

Dear Mr. Arrand,

Thank you very much for your enquiry of 5 November which we receive today. We often receive enquiries from large stores and always welcome them, particularly at this time of the year when we know that you will be stocking for Christmas.

We have enclosed our winter catalogue and are sure you will be extremely impressed by the wide range of watches that we stock. You will see that they range from the traditional to the latest in quartz movements and include ranges for men, women and children, with prices that should suit upper-market bracket priced at several hundred pounds. But whether you buy a cheaper or more expensive model we guarantee all merchandise for two years with a full service.

Enclosed you will also find our price-list giving full details on c.i.f. prices to London and explaining our discounts which we think you will find very generous and which we hope will take full advantage of.

We are always available to offer you further information about our products and can promise you personal attention whenever you require it. This service is given to all our customers throughout the world, and as you probably know, we deal with countries from the Far East to Europe and Latin America., and this fact alone bears out our reputation which has been established for more than a hundred years and has made our motto a household world - Time for Everyone.

Once again may we thank you for your enquiry and say that we look forward to hearing from you in the near future?

Yours sincerely,

There are a number of things wrong with a letter of this sort. Though it tries to advertise the products and the company itself, it is too wordy.

There is no need to explain that stores or shops are stocking for Christmas; the customer is aware of this. Rather than draw attention to certain items the customer might be interested in, the letter only explains what the customer can already see, that there is a wide selection of watches in the catalogue covering the full range of market prices.

In addition, the writer goes on unnecessarily to explain which countries the firm sells to, the history of company and its rather unimpressive motto.

 

2. Өте қысқа

Dear Sir,

Thank you for your enquiry. We have a wide selection of watches which we are sure you will like. We will be sending a catalogue soon.

Yours faithfully,

There are number of points missing from this letter, quite apart from the fact that, since the writer knew the name of his correspondent he should have begun the letter Dear Mr Arrand and ended Yours sincerely. There is no reference to the date or reference number of the enquiry.

Catalogues should be have sent with a reply to the enquiry; it is annoying for a customer to have to wait for further information to be sent. Even if a catalogue is sent, the customer's attention should be drawn to particular items that would interest him/her in the line of business. He/she might be concerned with the upper or lower end of the market. He might want moderately priced items, or expensive ones.

 

3. Дұрыс көлем

Here is a letter that is more suitable:

 

Dear Mr Arrand, Thank you for your enquiry of 5 November.

 

We have enclosed our winter catalogue and price-list giving details of c.i.f. London prices, discounts and delivery dates.

 

Though you will see we offer a wide selection of watches, may we draw your attention to pp. 23-28, and pp. 31-37 in our catalogue, which we think might suit the market you are dealing with? And on page 34 you will notice our latest designs in pendant watches, which are becoming fashionable for both men and women.

 

As you are probably aware, all our products are fully guaranteed and backed by our world-wide reputation.

 

If there is any further information you require, please contact us. Meanwhile, we look forward to hearing from you soon.

 

Yours sincerely,

 

Let's sum up the basic rules concerning the letter length.

The letter should be neither too long nor too short. It is better to include too much information than too little. Your reader cannot read your mind. If you leave out vital information, he won't know what he wants to know, unless he writes back again and he may not bother to do that.

If you include extra information, at least he'll have what he wants, even though he may irritated by having to read the unnecessary parts. Provided, of course, that you include the vital information as well as the extras: the worst letter of all is the one that gives very piece of information about the product, except for the price.

 

Хатты жазу тәртібі және қиысу

As well as containing the right amount of information, the letter should also make all the necessary points in a logical sequence, with each idea or piece of information linking up with the previous one in a pattern that can be followed. Do not jump around making a statement, switching to other subjects, then referring back to the point you made a few sentences or paragraphs before.

1. Unclear sequence

Consider this badly-written letter. There is no clear sequence to the letter, which makes it difficult to understand.

Dear Sir,

We are interested in your security system. We would like to know more about the prices and discounts you offer.

A business associate of ours, DMS (Wholesalers) Ltd., mentioned your name to us and showed us a catalogue. They were impressed with the security system you installed for them, so we are writing to you about it. Do you give us guarantees with the installations?

In your catalogue we saw the 'Secure 15' which looks as though it might suit our purposes. DMD had the 'Secure 18' installed, but as we mentioned, they are wholesalers, while we are a chain of stores. We would like something that can prevent robbery and shoplifting, so the 'Secure 15' might suit us.

How long would it take to install a system that would serve all departments?  Could you send us an inspector or adviser to see us at some time?

If you can offer competitive prices and guarantees we would put your system in all our outlets, but initially we would only install the system in our main branch.

We would like to make a decision on this soon, so we would appreciate an early reply.

Yours faithfully,

 

2.Дұрыс қиысу

Here is a better version of the same letter, in which the ideas and information are in logical order.

 

Dear Mr. Jerry,

We are a chain of retail stores and are looking for an efficient security system. You were recommended to us by our associates DMS (Wholesalers) Ltd. for whom you recently installed an alarms system, the 'Secure 18'.

We need an installation which would give us comprehensive protection against robbery and shoplifting throughout all departments; and the' Secure 15' featured in your catalogue appears to suit us. However, if one of your representatives could come along to see us, he would probably be able to give us more advice and details of the available systems.

Initially, we will test your system in our main branch, and if successful, then extend it throughout our other branches, but of course a competitive quotation and full guarantees for maintenance and service would be necessary.

Please reply as soon as possible as we would like to make a decision within the next few months. Thank you

Yours sincerely,

 

Бөлімдер

1. Бірінші бөлім (абзац)

The first sentence or paragraph of a letter is an important one since it gets the tone of the letter and gives your reader his first impression of you and your company. Generally speaking, in the first paragraph you will thank your correspondent for his letter (if replying to an enquiry), introduce yourself and your company if necessary, state the subject of the letter, and set out the purpose of the letter. Here are two examples:

Thank you for your enquiry dated 8 July in which you asked us about our range of cosmetics. As you have probably seen in our advertisements in fashion magazines, we appeal to a wide age-group from the teenage market trough to more mature women, with our products being retailed in leading stores throughout the world.

 

Thank you for your letter of 19 August which I received today. We can certainly supply you with the industrial floor coverings you asked about, and enclosed you will find a catalogue illustrating our wide range of products, which are used in factories and offices throughout the world.

 

2. Ортаңғы бөлім

This is the main part of your letter and will concern the points that need to be made, answers you wish to give, or questions you want to ask. As this can vary widely with the type of letter that you are writing, it is dwelt in other parts of my diploma work.

It is in the middle paragraphs of a letter that planning is most important, to make sure that your points are made clearly, fully and in logical sequence.

 

3. Соңғы бөлім

When closing the letter, you should thank the person for writing, if your letter is a reply and if you have not done this at the beginning. Encourage further enquiries or correspondence, and mention that you look forward to hearing from your correspondent soon. You may also wish to restate , very briefly, one or two the most important of the points you have made in the main part of the letter. Here are some examples:

 

       Once again thank you for writing to us, and please contact us if you would like any further information. To go briefly over the points I have made - all prices are quoted c.i.f. Yokahama; delivery would be six weeks from receipt of order; and payment should be made by bank draft. I look forward to hearing from you soon.

 

I hope I have covered all the questions you asked, but please contact me if there are any other details you require. May I just point out that the summer season will soon be with us, so please place an order as soon as possible so that it can be met in good time for when the season starts. I hope to hear from you in the near future.

 

We are sure that you have made the right choice in choosing this particular line as it is proving to be a leading seller. If there is any advice or further information you want, we shall be happy to supply it, and look forward to hearing from you.

 

3. Іскери хатты жазудың ережелері

• Main steps
• Technical layout of letter
• A letter's style

Writing an effective business letter is an important skill for every manager and business owner.In this brief overview we will examine the five main steps in creating an effective business letter.

                 Негізгі шарттар:

1.Identify your Aims: 
Clearly establish what you want to achieve from the letter- whether it is to win back a dissatisfied customer or to reprimand an employee.Whatever the aim, create your letter from these goals.

2. Establish the facts: 
Make sure you have the relevant accurate facts available. For a late payer,this might include relevant invoices, complaint forms, talks with your sales department and any previous correspondence from the customer.

3. Know the recipient of the letter: 
Write in the language of your recipient. Try to put yourself in the position of the recipient. Read it from his point of view. Is the letter clear or open to misinterpretation.  If you know the recipient, use this knowledge to phrase the letter to generate your desired response.

4. Create a sample Copy: 
Having established your aims, amassed the relevant facts with a conscious view of the recipient- write down the main points of your letter.

5. Decide on Physical layout of letter. 
The physical appearance of a letter consists of the paper and the envelope.  The first thing a recipient sees is the envelope. It is essential that it is of suitable quality with the name and address spelt correctly.Quality envelopes and paper suggest a professional company.   It is wise to make sure the envelope matches the size of the paper.While you will use 81/2 x 11 inches(A4 size) sized paper for the majority of letters - a 4 x 6 inches(A5) can be used for specific shorter letters.But insist that properly sized envelopes are used for this A5 size paper,allowing you maintain and convey an coordinated image.

Хаттың техникалық жағынан дұрсы болуы:

1.Letterhead: 
This will include your company's name, address, telephone number, fax number and email address. Include your web address if available. Other information may be required depending on the legal status of your business formation.Contact your legal adviser for exact details.

2. Name and address: 
Always include the recipient's name, address and postage code. Add job title if approriate. Double check that you have the correct spelling of the recipient 's name .

3.Date: 
Always date your letters.Never abbreviate January to Jan. 31.

4.Reference: 
These are optional.They are a good idea if you have a large volume of correspondence.These day modern word processors made this an easy task to complete and maintain.

5.Salutations: 
The type of salutation depends on your relationship with the recipient. Always try to personalise letter thus avoiding the dear sir/madam situation.

6.Subject matter: 
Again this is optional, but its inclusion can help the recipient in dealing successfully with the aims of your letter. Normally the subject sentence is preceded with the word Re: It should be placed one line below the greeting.

7.Communication: 
This will contain a number of paragraphs, each paragraph dealing with one point and one point only.

8.Signature: 
The signature should be clear and legible-showing you are interested in the letter and consequently the recipient.Your signature should also be followed underneath by a typed version of your name and your job title.

9.Enclosures: 
If you include other material in the letter, put 'Enclosure','Enc', or' Encs', as appropriate, two lines below the last entry.

Хаттың стилі:

Previously we created the main points of our letter, now we must transform this into a final version.To do this, four main considerations are necessary.

1.Format: 
There are three main formats: blocked, semi-blocked and indented.

The former has all entries tight against the left -hand margin.The semi-blocked format sets the references and the date to the right margin for filing and retrieval purposes, with the remaining entries placed against the left margin.

The indented format follows the same layout as either of the above, but indents each paragraph by five or six spaces.

2.Prose: 
Clarity of communication is the primary goal. Don't use technical jargon if the recipient is unlikely to understand it. Short sentences are less likely to be misunderstood or misinterperted. Be precise , don't ramble. Check each sentence to see if it is relevant.Does it add to the point ?

3. Manner: 
Always try to personalise your letters. Always try to be civil and friendly even if the subject matter is stern and sensitive.Give the impression to the recipient that some effort and thought has gone into the letter.

4. Accuracy: 
Once the final version of the letter has been created, polish it off with a final spelling and punctuation check.

Іскери хатты жазуда есте сақтайтын жақтары

Always make sure you start and end your letters correctly. If you are writing to Mrs Jane Smith then you should start the letter 'Dear Mrs Smith' and finish it with 'Yours sincerely' - N.B. 'sincerely' does not start with a capital 'S'.

Particular care is required when you are writing to a woman. If she has just written her name as Jane Smith do you start the letter 'Dear Jane' or 'Dear Ms Smith'. She might be offended if you refer to her as 'Ms' and you might not feel comfortable writing 'Dear Jane' as it sounds too familiar. To get round this problem all you have to do is ring the company and ask them how she likes to be addressed. If there is not a telephone number for the company in the advertisement just call Directory Enquires (dial 192 in the UK). When you ring the company all you have to say is that you are writing to Jane Smith and you would like to know whether she is a Ms, Mrs or Miss so your letter can be correctly addressed.

If the advertisement just says reply to J. Smith how would you address the letter? Dear Sir? or Dear Madam? Dear Mr Smith? You would be well advised to ring the company and find out J. Smith's full name and title (Mr/Mrs/Ms/Miss). Remember politeness costs you nothing, but it can really pay dividends and you will probably be the only person who has bothered to find out. This may distinguish you from everyone else who applied - being noticed is the key to writing a potential interview-winning covering letter.

If the advertisement just says write to the Personnel Department or reply to Box Number 55 it may not be possible for you to find out who will be handling your reply. In these cases you will have to start your letter 'Dear Sir/Madam' and finish the letter with 'Yours faithfully'. Please note that 'faithfully' does not start with a capital 'F'.

Striking the Right Tone 
          An underlying goal of most business letters you write is to promote goodwill between you and your reader. Especially when writing to someone for the first time, you should use a tone that will encourage that person to listen to you and want to work with you now and in the future

If your letter is primarily informational or contains good news, a direct approach is usually best. State your point or offer your news immediately and briefly, and then explain any other information the reader needs to know.

Finding the proper tone is more difficult if you are delivering bad news. In this case, taking an indirect approach may be a better strategy. In the first few sentences, for example, you could begin on a positive note by stating how much you want to work with the reader’s company or by reminding the reader of times you accommodated his or her requests in the past. When you do get to your point, try to minimize the reader’s disappointment or anger by delivering the message in carefully considered language that conveys your news clearly but tactfully.

Establishing a Courteous Tone