ORDER LETTER

• Letters related to ordering of goods are

central to a Company’s business. Order
letters are routine letters and their
effectiveness depends on the accuracy of
the details
• Product specifications and quantity:
include all specifications of products such
as size, color, catalogue number, model
number, unit price
• The types of packing should be specified
in the order. Packing goods suitably for
transport is the responsibility of the
supplier; buyer’s instructions are needed
only if the goods are to be specially packed
• Give the full address of the place where the
goods are to be delivered, the time by
which the goods should be delivered;
mention the mode of transport only if the
delivery is to be made carriage forward
• Mention the agreed prices and terms and
refer to:(a) discount or concession given(b)
mode of payment of the bill
 3 groups of orders are:
• i) First or trial order
• ii) Repeat order
• iii)Routine order
• Points to be included in order are:
•Reference to previous communication
•Details of required goods and other
instructions
•Goodwill message
• Printed forms are used for placing orders.
Sellers prepare the forms with columns
required. A set of forms is sent with a
quotation to encourage a potential
customer to place an order. A covering
letter is sent with it
• A trial order is placed to check the
efficiency of the service, packing, delivery
of goods in time, prompt receipts etc. The
opening and the ending for each of these
are different
• The following situations lead to the first
and trial order:
• 1. Seller’s samples and/or quotations are
approved Open with a reference to the
received quotation; End with the
expectation that the trial order will be
satisfactory and lead to regular business
• The following situations lead to the first
and trial order: 2.A bargain has been
concluded When the seller has agreed to a
bargain, open the order letter with a
reference to it. End with expectation of
high standard of goods/services
• The following situations lead to the first
and trial order:3. Buyer willing to try an
offered substitute If you decide to try an
offered substitute you may order a small
lot. End by suggesting that more will be
ordered only if the trial order proves
satisfactory
• The following situations lead to the first
and trial order:4. Buyer intends to try a
product in a new area A buyer may place a
an order on his own initiative on seeing an
advertisement if he feels that a certain
product has a potential demand. The
opening refers to this. End with the hope
that a regular demand will be established
• A customer may reserve the right to reject
the goods if:
• i) they are not delivered within the
specified time
• ii) they do not tally with the sample
• Satisfied with goods bought on a trial may
result in a repeat order. The letter opens
with a reference to the first order and the
continuing demand
• The seller may ask for extension of time,
or request the customer to accept the early
delivery. Adjustments are a matter of
goodwill and understanding between the
seller and the buyer
• The customer has to make adjustments and
may have to give instruction about delivery
of goods in case of delay or early delivery
etc
• It is business courtesy and good business
practice to contact a customer some time
after he has bought a consumer durable
product. An after sales letter after three or
four weeks reinforces the contact and
goodwill
• It performs 3 functions:
• i) It checks that the customer is satisfied, if
not, the seller has a chance to set matters
right.
• ii) it reminds the customer about the after-
sales service
• iii) it makes way for further business
through the customer. Address the letter by
name