Many companies express concern that their main issue with USAEP trade leads is the lack of response they receive from Asian companies. There are many reasons to explain this occurrence. An Asian company may only decide to respond to the U.S. company in which they are interested; a project is put on hold or cancelled; or the lack of response may be related to the way the initial business contact � the letter of interest, or LOI � was written. The LOI is the "face" the U.S. company projects to its potential customers, in lieu of a true "face-to-face" presentation.

In Asia, initial business introductions are very formal, and an LOI should reflect that fact. A properly written LOI should be in formal business letter format on company letterhead and should represent the best your company has to offer. It should contain the following elements:

• Name, title and address of Asian addressee
• Dear Mr./Ms./Dr. + full name (often the first name is the family name in Asia)
• TON # and subject of trade lead to which you are responding
• Your company name and a detailed description of its capabilities. May follow-up with sending of U.S. company brochures or catalogues.
• How the U.S. company can specifically assist the Asian addressee; answer any questions brought up in the trade lead
• Closing (e.g., Sincerely, Yours truly)
• Full name, title, company name, address, phone, fax, email
• No "cute" sayings in the signature line if using email, such as "The Earth does not belong to us; we belong to the Earth."

Below are two illustrative examples of good and less than satisfactory LOIs. (Please note that these letters have been fabricated for the purpose of illustration.)

THE XYZ WATER COMPANY