Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

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Overview

1. Preliminary Assessment2. A General Direct Plan3. Applications of the General Plan

– Routine inquiries– Favorable responses– Adjustment grants– Order acknowledgments

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Preliminary Assessment

• Determine the reader’s probable reaction—positive, neutral, negative.– If the reader’s reaction is likely positive or neutral, use

a direct approach.• Asking something your reader is likely to grant• Giving good news• Acknowledging an order

– If the reader’s reaction is likely negative, use an indirect approach.

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Direct Plan: Routine Inquiry

1. Begin directly with request for information.2. Include any necessary explanation.3. Number your questions?4. End with goodwill words specific to the

message.

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Routine Inquiry: Bad ExampleDear Mr. Gardafy:

As you will recall, you recently returned merchandise to us. We at Hobsons sincerely hope that this transaction was satisfactory. In fact, we are in the process of making changes which will ensure that such transactions are favorably handled. Thus, we would like the answers for some questions about your experiences returning merchandise to us.

We’d like to know whether you were served promptly and courteously and whether the adjustment was satisfactory and in accordance with your wishes. Also, we’d like to know whether the salesperson offered assistance to you in selecting other merchandise.

Just go to our website and click on the link for the customer satisfaction survey or send your response through the mail. Thanking you in advance for your cooperation, I remain,

Sincerely,

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Routine Inquiry: Good Example

Dear Mr. Gardafy:

Will you please help us to serve you better by answering the following questions.

When you returned merchandise at our store recently,

1. Were you served promptly and courteously?2. Was the adjustment satisfactory and in accordance with your wishes?3. Did the salesperson offer to assist you in selecting other merchandise?

Please provide your answers and comments at our website: http://www.hobsons.com or simply send your response in the enclosed stamped and addressed envelope. We are most grateful for any feedback you provide.

Sincerely,

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Direct Approach: Favorable Response To the Reader1. Begin by stating you are complying with his/her

request. 2. Identify the message you are replying to

– in the beginning or in a subject line.3. Provide additional relevant information. 4. Deemphasize any negative information. 5. Provide a closing that builds goodwill and is

specific to the message.

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Favorable Response: Bad Example

Dear Tucksin:

We are in receipt of your favor of April 12 in which you request that we furnish you a copy of our current Baton Rouge directory with certain notations and recommendations. In reply I wish to assure you that we are very much interested in your proposed online directory of Chulalongkorn manufacturers and believe it is a project which should be supported by Chulalongkorn industry in every possible way.

In order to ascertain whether or not a particular manufacturer listed in our directory is a producer or is only the sales agent for goods manufactured outside the State, it will be obviously necessary for us to put a responsible and capable clerk on

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Favorable Response: Bad Example

the assignment to contact by telephone each manufacturer listed and to request information direct as to his classification and the nature of his operations. We are quite willing to do this, despite our own manpower shortage, in order to further your project, and in fact we have already selected the man and assigned his duties to him. He will start to work at an early date, and we will notify you in due course as to his progress.

Assuming you of our continued interest, and trusting that you will not hesitate to call on us in the future at any time we may be of service to you in any way, we are

Sincerely,

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Favorable Response: Good Example

Mr. Tucksin:

Yes, we’ll gladly help with your manufacturers’ directory, just as you requested in your April 12 message.

To get the names and classifications up to the “directory” exactness, Mr. Laughing, of our own directory staff, has already started a by-name check of each listed industry. You can expect his report by the 20th, I’m sure.

Your completed online directory will certainly help Chulalongkorn industry get a measure of itself and will help to “sell” Chulalongkorn as a ripe field for many types of new enterprises. We’ll be glad to see the finished product.

A-bee-sit

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Adjustment Grants

• Begin the good news directly .• Incidentally identify the message you are

answering. • Avoid or deemphasize negatives that recall

the situation being corrected. • Regain lost confidence through explanation or

corrective action.• End with friendly, positive words.

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Adjustment Grant: Bad Example

Ms. Klinton:We are very sorry that our product failed you. Normally, any item of clothing is cleaned safely, but in your case this did not happen. We thoroughly examined the suit you returned to us. Our investigation showed that the likely cause of the fading some kind of chemical being spilled on the suit, but we can’t be sure. The problem, though, was definitely on our end and no fault of yours. We are definitely taking steps to ensure that this does not happen in the future.We did credit your account for RMB 321.40 and want you to know how sorry we are that this happened. We truly value your business and hope that you want to do business with us in the near future. Jia Pao, ManagerConsumer Relations

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Adjustment Grant: Good ExampleMs. Klinton :Crediting your account for RMB 321.40 is Great Wall’s way of assuring you that your satisfaction is very important to us.Because we sincerely want to please, we thoroughly examined the suit you returned to us. Our investigation showed that the likely cause of the fading was accidental contact with some form of chemical. We couldn’t determine precisely what the chemical was or just how contact was made, but we suspect a liquid spill sometime after packaging either in our warehouse or during shipment. Such unexpected happenings will occur in spite of our best precautions, but we are relieved to know that Great Wall’s reputation for quality fabrics and craftsmanship remains excellent.We want you to know that we sincerely desire to serve you, and we look forward to serving you with high-quality Great Wall’s suits in the years ahead.

Jia Pao, ManagerConsumer Relations

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Order Acknowledgments

• Give the status of order. • Build goodwill.• Include a “thank you.”• If there is a problem (vague order, back order)

– Report directly regarding delays, or– Use a tactful approach to get needed information on

vague orders or to report back orders.• Close with friendly words adapted to the

message.

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Order Acknowledgment: Bad Example

Mr. Butterflai:

As you know, many times shipment delays are unavoidable, no matter how hard we try to be timely. I’m afraid this is one of those times.

You ordered a very popular item, and we are just not able to ship them as quickly as you require, though we are working overtime to get them to you as quickly as possible. You should have already received the assorted pipe you ordered. The rest of the order should get to you by the August 12th—only a two week delay.

If this causes you problems, please feel free to contact me. I look forward to serving you.

Peanutt BarterOffice Manager

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Order Acknowledgement: Good Example

Mr. Butterflai :

By the time you receive this letter, you should have received the assorted pipe you ordered July 15. As you requested, we shipped it by Zombie Freight, and we will bill you on the first.

The G-4 Hairy Porter Pipe Joint Clamps have been a very popular item recently. We have marked these clamps for rush shipment to you just as soon as our supplies are replenished. Our plant foreman tells me that his people are working overtime to catch up. He promises that we will have the clamps on the way to you no later than August 12.

Thank you for giving us another opportunity to serve you with quality Hairy Porter products.

Peanutt BarterOffice Manager

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Other Thank-You Messages

• Be brief and direct.• Begin with “thank you.”• Follow with a personalized comment about

the reader.• End with a friendly, goodwill close relevant to

the topic.

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Thank-You Message: Good Example

Dear Mr. Lazy Papa:

Thank you for meeting with me last Thursday and for providing me with information for my report on green practices in local companies.

Your insights, description of Papa’s Communication’s green practices, and materials you provided all helped make my report a success.

I wish you and your company well as you implement your electronics recycling program next fall.

Sincerely,J Jao

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Tutorial

• Critical Thinking Exercises, pg 147• Important for final exam• Try at least 1• Individual work