Revise the following: Thank you for your e-mail of even date. the … · 2016. 12. 14. · Revise...

Revise the following:

Thank you for your e-mail of even date.

For the audit of Turner Communications, furnish us a copy of

the company’s balance sheet, expenses statements and all the

paid bills to our office at the earliest.

We will revert to you as soon as possible.

Should you have any queries, do not hesitate to contact us.

Chapter 7: Overview

2

Writing Routine and Positive Messages

Chapter 6, Slide 3 Mary Ellen Guffey, Essentials of Business Communication, 8e

Understanding the Power of Business Letters

They produce a permanent record.

Unlike e-mail, they are confidential.

They convey formality and sensitivity.

They deliver persuasive, well-

considered messages.

Why are letters still important in business?


Stating Your Request Up Front

With routine requests, you can make your request at

the beginning of the message.

Pay attention to tone. Instead of demanding action,

show respect by using words such as please and I

would appreciate. 4


Be specific. State precisely what you want.

For example, if you request the latest market

data from your research department, be sure

to say whether you want a 1-page summary

or 100 pages of raw data.

5


Ask the most important question first.

For example, if cost is your major concern, you might

begin with a question such as “How much will it cost to

have our new website created by an outside firm?”

Then you may ask more specific but related questions

such as whether discounts are available for paying

early.

6


Deal with only one topic per question.

If you have a complex request, break it down into

specific, individual questions.

Thus the reader can address each question separately.

This consideration gets you a more accurate answer in

less time.

7


Request specific action in a courteous close.

Close your message with three vital elements:

1. A specific request includes relevant deadline.

2. Information how you can be reached.

3. An expression of appreciation or goodwill.

8


For example, “Please send the figures by April 5

so that I can return first-quarter results to you

before the April 15 board meeting. I appreciate

your help.”

9

Chapter 6, Slide 10 Mary Ellen Guffey, Essentials of Business Communication, 8e Mary Ellen Guffey, Business Communication: Process and

Product, 6e

Ch. 8, Slide 10

Analyzing the Structure of Positive Letters

Opening

Body

Closing

Anaconda Trading Co. 4340 Anaconda Drive Victorville, CA 92392

760.222.3525


Body Closing

Ask the most important

question first or express a

polite command.

Opening

Writing Plan for Request for Information or Action


Opening Closing

Explain the request logically and

courteously.

Ask other questions if necessary.

Body



Opening Body

Request a specific action with an

end date, if appropriate.

Show appreciation.

Closing



Improving Openers for Routine Request Letters

Improved Will you please answer the

following questions regarding

possible accommodations at the

Hyatt Regency for a conference

in May!

Body Closing

Weak I’ve been given the task of

locating a convention site for

my company’s meeting. I’ve

checked a number of places,

and your hotel looks possible.

Opening


Weak

My company is interested in

building a commercial Web

site. I noticed at your site an

offer to have a representative

visit and discuss plans. We

are eager to have someone

visit us.

Improved

Please have a

representative visit to

my company to discuss

building a commercial

Web site.

Improving Openers for Routine Request Letters


Weak

Hoping to hear from you

at your earliest

convenience.

Improved

Please call us at (213) 457-

2998 before April 4 to

arrange an appointment

during the week of April 10.

Thank you for your

cooperation.

Your answer to my inquiry

will help me make my printer

choice. Thanks!

Improving Closings for Routine Request Letters


Parts of a Business Letter

Fully-Blocked Layout


Ineffective Information Request

Prepare on plain paper instead of printed letterhead.

Include your home address (street, city, state, zip) but

not your name.

Note that the rest of the personal business letter format

is the same as other business letters.

Take note that the letter example you will see on the next

slide illustrates the personal business letter.


Ineffective Information Request

Open letter by clicking icon at

right.

As you read the letter,

• Evaluate its content.

• Identify areas for improvement.


Improved Information Request

Saves readers’ time by starting directly with

the information request.

Makes it easy for readers to identify what

specific questions need to be answered.

Closes appropriately with appreciation and

requesting a specific action with an end

date.


Improved Information Request

Open letter

by clicking

icon at right.


Writing Plan for a Direct Claim

Body Closing

Describe clearly the desired action.

Opening


Opening Closing

Explain the nature of the claim.

Tell why the claim is justified.

Provide details regarding the action

requested.

Body



Opening Body

End pleasantly with a goodwill statement.

Include end dating if appropriate.

Closing



Ineffective Direct Claim

Open letter by clicking icon at

right.

As you read the letter,

• Evaluate its content.

• Identify areas for improvement.


Improved Direct Claim

Open letter

by clicking

icon at right.

Your Task: Read the claim request, discuss

the faults, remove them and then rewrite it.

06-12-2016 10:05:53 29

Class Activity

You call yourselves Good Vibes, but all I’m getting from your service

is bad vibes! I’m furious that you have your salespeople slip in

unwanted service warranties to boost your sales.

When I bought my Panstronic VCR from Good Vibes, in August, I

specifically told the salesperson that I did NOT want a three-year

service warranty. But there it is on my VISA statement this month! You

people obviously billed me for a service I did not authorize. I refuse to

pay this charge.

How can you hope to stay in business with such fraudulent practices? I

was expecting to return this month and look at CD players, but I’ll

find an honest dealer this time.


Body Opening

Writing Plan for Direct Replies

Closing Subject

Line

Identify previous correspondence.

Deliver the most important information

first.

Body Opening Subject

Line


Closing Body

End pleasantly.

End pleasantly.

Opening Subject

Line Closing Body

Writing Plan for Direct Replies

Arrange the information in a logical sequence.

Explain and clarify the information.

Build goodwill.


Writing Plan for Adjustments

Opening Closing Body

Subject line is optional.

Identify previous correspondence.

Make a general reference to the main topic.

Subject

Line



Closing Body Subject

Line Opening

Grant the request or announce the

adjustment immediately.



Closing Subject

Line Opening Body

Provide details about how you are complying with the

request.

Strive to regain the reader’s confidence.

Apologize if appropriate, but don’t admit negligence.

Include resale or sales promotion if appropriate.



Subject

Line Opening Body Closing

End positively with a forward-looking thought.

Express confidence in future business

dealings.


Effective Adjustment Letter

Open letter

by clicking

icon at right.

38

Company at Fault

• Acknowledge claim or complaint

• Sympathize with the customer

• Take responsibility for the outcome

• Explain your plan of action

• Work to repair the relationship

• Follow up on your response

39

Customer at Fault

Refuse Claim

Adjustment Cost

Business Cost

Grant Claim

Deter Mistakes

Keep Customers

40

Third-Party at Fault

•Assess Situation

•Offer Solutions

•No Blame Game

Chapter 1, Slide 41 Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 6, Slide 41 Mary Ellen Guffey, Essentials of Business Communication, 8e

Keep the

message

short.

Be

spontaneous.

Be

sincere.

Be

specific.

Be

selfless.

Tips for Writing

Goodwill

Messages

The Five Ss


Be

selfless.

Discuss the receiver,

not the sender.

The Five Ss


Be

specific.

Instead of generic statements

(You did a good job), include

special details (Your marketing

strategy to target key

customers proved to be

outstanding).

The Five Ss


Be

sincere.

Show your honest feelings

with conversational,

unpretentious language

(We’re all very proud

of your award).

The Five Ss


Be

spontaneous.

Strive to make the message

natural, fresh, and direct.

Avoid canned phrases (If I may be

of service, please do not

hesitate...).

The Five Ss


Keep the

message

short. Remember that, although

they may be as long

as needed, most

goodwill messages are

fairly short.

The Five Ss


Writing Thank-Yous

Cover three points in gift thank-yous.

Identify the gift.

Tell why you appreciate it.

Explain how you will use it.


Writing Thank-Yous

Be sincere in sending thanks for a favor.

Tell what the favor means to you.

Avoid superlatives and gushiness.

Maintain credibility with sincere, simple statements.


Personalized Thank-You Letter Dear Professor and Mrs. Shelton:

Thanks for inviting the other members of our business club and me to

your home for dinner last Saturday.

The warm reception you and your wife gave us made the evening very

special. Your gracious hospitality, the delicious dinner served in a

lovely setting, and the lively discussion following dinner all served to

create an enjoyable evening that I will long remember.

We appreciate the opportunity you provided for us students to become

better acquainted with each other and with you.

Sincerely,


Answering Congratulatory Messages

Respond to congratulations.

Send a brief note expressing your appreciation.

Tell how good the message made you feel.


Answering Congratulatory Messages

Accept praise gracefully.

Don't make belittling comments (I'm not really all

that good!) to reduce awkward-ness or

embarrassment.


Extending Sympathy

In the first sentence mention the loss and your

personal reaction.

For deaths, praise the deceased. Describe

positive personal characteristics (Howard was a

forceful but caring leader).

Refer to the loss or tragedy directly but sensitively.


Extending Sympathy

Offer assistance. Suggest your availability,

especially if you can do something specific.

End on a comforting, positive note. Perhaps

refer to the strength the receiver finds in friends,

family, colleagues, or religion.

54

Message Goals

Communicate

Information

Leave a Good

Impression Provide the Details

Answer All Questions

55

Fostering Goodwill

►Offering Congratulations

►Showing Appreciation

►Condolences and Sympathy

Test Your Knowledge

1. Which is more effective in claim letters--- anger or

objectivity?

2. What are the two most important positions in a letter?

3. What are the three goals of a writer responding to a

customer claim letter?

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