Strategy in Export and Import Correspondence

Always use clear, simple and straightforward language when corresponding with a foreign buyer. Avoid poetic and artistic expressions, idioms, colloquialisms, and slang, these will confuse the buyer.

Avoid using too many abbreviations in fax (facsimile), e-mail (electronic mail), telex (teletype exchange) and cablegram for the purpose of saving transmission costs. An abbreviation often is ambiguous and can create misunderstandings.

When to Reply

For the established buyer, reply within 24 hours after the receipt of buyer's fax, letter, e-mail, telex or cablegram. If for some reason a fax, an e-mail or a telex reply will be sent after a few days, let the buyer knows immediately that you will respond within the next few days. However, if the buyer's demands are unreasonable, it is helpful to maintain complete silence for few days. Being silent is an intimidating tactic.

For the prospective buyer, also reply within 24 hours if the communication is initiated by the exporter. Otherwise, please refer to the Uninvited Inquiries in International Trade below.

The exporter must reply within the shortest possible time, but never expect the buyer to do the same.

Means of Reply

Use fax (facsimile) or e-mail (electronic mail) in corresponding where possible. The fax is still widely used in international correspondence.

A letter will take several days to a few weeks to reach the buyer. Sometimes a letter may be lost. A letter, however, is preferred over a fax or an e-mail for the initial contact.

Avoid replying by telephone as there is no reference copy at both sides for future use. Moreover, the calls may often be answered by people unfamiliar with English in a non-English speaking country and the contact person may not be available to take the calls.

Different Date Formats, Decimal Fractions, and Units of Measurement

The date 2/3/04 is February 3, 2004, in some countries and it is March 2, 2004, in others. If the foreign importer needs the shipment on February 3, 2004, and the exporter enters March 2, 2004, in the order, such a misunderstanding can create chaos for importer and exporter. It is better to write the month in word, instead of number, in the international trade.

A comma, not a decimal point, is used to separate a whole number from the decimal place in some countries. For example, 800.05 is written as 800,05 in Germany.

A unit of measurement like the ton may refer to the metric ton (2204.6 lbs. or 1000 kgs.), short ton (2000 lbs. or 907 kgs.), or long ton (2240 lbs. or 1016 kgs.). The exporter must clearly differentiate units of measurement in the correspondence to avoid problems. Please see Conversion Factors - Units of Measurement.

Uninvited Inquiries in International Trade

Few companies venture into international trade totally unfamiliar with the English language. Most export and import businesses have personnel who can write and read English, though some have difficulty with spoken English. It is a lack of fluency in English that has prompted some buyers to write in their own language, not because they do not know English at all. Some buyers use their own language because of national pride.

Sometimes an exporter may receive an inquiry from a prospective foreign buyer in a language other than English. If the inquiry is from an export priority market, it is important to reply in the buyer's language. For other markets, reply in the buyer's language if possible or else use the English language.

Some inquiries are for purpose of product and price information, not for importation. Unless the prospective foreign buyer is known to the exporter, it is not necessary to reply at once. Reply by letter and do not divulge sensitive information like the bottom price.

A buyer rarely places an immediate order in the initial contact. At times the inquiry is from a foreign competitor inquiring on the pretext of buying, or to put it bluntly 'spying' on the exporter.

By: Bhadresh Bhatt