Part 1 - First contact with a potential business partner
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1) Business e-mail is a good opportunity how to impress your possible business partner with your perfect English, so use long sentences and complex grammar.
In business e-mails use only short sentences. Be as brief as possible while conveying all necessary
information.
2) It's OK to start the fist business e-mail with 'Hi' or 'Hello'.
While it is completely OK in later e-mails, in the first one, if you're writing a person you don't know,
it's considered polite to start with 'Dear...'.
3) If you have some positive written references about the company you're representing, attach them to the first e-mail.
4) E-mails are always more personal than letters.
It was certainly true when e-mails started. Nowadays, though, letters sound more personal as you
show you took your time and used your money to address the person you're writing to.
5) You shouldn't use short forms such as 'I'm', 'he's got', etc. in business e-mails and letters.
6) Cold call is a telephone call to a potential customer/business partner, which they don't expect.
7) As every conversation in English, you should start a cold call with a small talk, too.
Do start a cold call with just saying your name and the name of your company. Then say straight
away why you're calling.
8) At the end of a cold call try to agree on the following interaction - an appointment, another phone call or at least an e-mail.
In business e-mails use only short sentences. Be as brief as possible while conveying all necessary information.