Business Communications Lesson Five FJUAIEDL Dr M Connor

Business Communications Lesson Five FJU/AIEDL Dr. M. Connor Based on Excellence in Business Communication, 5/e Thill and Bovée

Routine, good-news and good will messages l Most of the writing you’ll do in your career will be these types. l These messages are rarely long or complex. l But they will still benefit from applying the three-step writing process.

Step one: Planning Routine Messages l For routine messages, this step may only take a few moments, but you should still make sure that your message a) is specific, l b) it should indeed be sent, and l c) it should indeed be written, and not handled in a quick phone call or by walking down the hall for a quick chat. l

Step 2: Writing Routine Messages l Organizing and composing routine messages can go quite quickly. l Your main idea is usually quite clearly defined. l Be sure you stick to it by keeping to the point in your message. l Cover only relevant points and group them in the most logical fashion.

More on writing messages l Because your readers will be interested in this type of message, you can usually adopt the direct approach. l Open with a clear statement of the main idea, include all the necessary details in the body, and close cordially.

Intercultural communications l However, even though these messages are the least complicated business messages to write, communicating across cultural boundaries can be frustrating, especially if you are not familiar with the cultural differences involved. l So before choosing the direct approach, make sure your audience will prefer it.

Step 3: Completing Routine Messages l No matter how short or straightforward your message is, make it professional by allowing plenty of time to revise, produce, and proofread it.

Making routine requests l Whenever you ask for something— information, action, products, adjustments, references—you are making a request. l Be careful not to make unnecessary requests. l If you can find the information yourself, don’t ask someone else. l When you make your routine request, make sure it’s efficient and effective.

Strategy for routine requests l Routine requests have three parts: an opening, a body and a close. l Using the direct approach, you place your main idea (the request) in the opening. l Use the middle to explain your reasons and justify your request. l You close by requesting specific action and concluding cordially.

Use tact l State your request up front. l But getting right to the point doesn’t mean that you can be abrupt or tactless.

Important tips l Pay attention to tone. l Assume your audience will comply. l Avoid beginning with personal introductions. l Punctuate questions and polite requests differently. l Be specific.

Pay attention to tone. l Instead of being demanding (“Send me your catalog”), use words like “please” and “I would appreciate. ”

Assume your audience will comply. l An impatient demand for rapid service isn’t necessary. l Assume your audience will comply with your request.

Avoid beginning with a personal introduction l Don’t be tempted to begin your request with a personal introduction such as “I am the supervisor of the accounting department at Sloan Smith Inc. , and I am looking for information that…. ” l This buries the main idea, so your request may get lost.

Punctuate questions and polite requests differently l. A polite request in question form requires no question mark: l “Would you please help us determine whether Kate Lee is a suitable applicant for this position. ” l. A direct question within your message does require a question mark. l “Did Kate Lee demonstrate an ability to work smoothly with clients? ”

Be specific l State precisely what you want.

Explain and justify your request l Use the middle section of your request to explain your initial request. l Make the explanation a smooth and logical outgrowth of your opening remarks.

Complex requests l The middle section of routine requests can also be handled as a series of questions—a method particularly useful if your inquiry concerns machinery or complex equipment. l Numbered lists may help readers sort through multiple related items or multiple requests.

Ask the most important questions first l If cost is your main concern, you might begin with a question such as “What is the cost of shipping by Fed. Ex? ” l Then you may want to ask more specific but related questions about the costs of shipping.

Ask only relevant questions l So that your request can be handled quickly, ask only questions central to your main request. l If your questions require a simple yes-orno answer, you may provide the readers with a form or with boxes to check.

Deal with only one topic per question l If you have an unusual or complex request, list the request and provide supporting details in a separate, short paragraph. l You may even use paragraph headings to make your reader’s job easier.

Request specific action in a courteous close l Close your letter with three important elements. A request for some specific response. l An expression of appreciation. l Information about how you can be reached. l

Types of routine requests The various types of routing writing you’ll be doing are many, from asking for favors to request credit. l However, many of your routine messages will fall into four major categories: l l l placing orders requesting information and action making claims and requesting adjustments requesting recommendations and references.

Placing orders l These are considered some of the simplest types of routine messages. l You don’t need to excite your reader’s interest. l You just state your needs clearly and directly.

Order forms l Most companies offer a computergenerated order form. All you have to do is fill it out and give your shipping and billing information. l And in fact, many companies are moving toward paperless ordering; this is all done on computer.

Order letter l Still, if you need to draft an order letter, follow the same format as you would on an order blank. Open with the general request. l Please send the following items to the above address by air freight. I am ordering from your current spring catalog. l Number, Item #, Description, price, total

Payment enclosed? l If you’re enclosing payment, bring attention to that as well: l My check #1765 for $326. 70 is enclosed. l When placing orders with international companies, remember that in most countries other than the US, the day is placed before the month: l 19 Oct 2005.

Requesting Information and Action l When you need to know about something, to get an opinion, or suggest a simple action, you usually need only ask.

Request guidelines l When making a simple request, say What you want to know l Why it is in the reader’s interest to help you l

Asking company insiders l Most requests to fellow workers are usually done orally. l But sometimes it is more efficient to send an e-mail or memo.

Asking company outsiders l Business writers often ask businesses, customers or others outside their business for information. l These requests are often in letter form, though more usually e-mail today. They will be short and simple. l Make an overall request in polite question form (no need for a question mark).

Sample Would you please supply me with information about the lawn services you provide. Fillibabba Realty owns about 27 pieces of rental property in Valskog, and we’re looking for a lawn service to handle all of them. We are making a commitment to provide quality housing, and we are looking for an outstanding firm to work with us. 1. Lawn care. What is your annual charge for each location for lawn maintenance, including mowing, fertilizing, and weed control? 2. Shrubbery. What is your annual charge for each location for the care of deciduous evergreen bushes, including fertilizing, pruning, and replacing as necessary? 3. Contract; How does Agri-Lawn Service structure such large contracts? What additional information do you need from us? Please let us hear from you by February 15. We would like to have a lawn care firm in place by March 15.

Making Claims and Requesting Adjustments l When you’re dissatisfied with a company’s product or service, you can make a claim (a formal complaint) or request an adjustment (a claim settlement). l Although a phone call or a visit may solve the problem, a written letter is often better because it documents your dissatisfaction.

Keep your cool Although your first reaction to bad service or a defective product is most likely to be frustration or even anger, the person reading your letter probably had nothing to do with it. l Remember to keep your writing courteous, clear and concise. l This will impress your reader more than an angry, abusive letter, and you’re likelier to get better results. l

Content l In your claim letter, Explain your problem and give details l Provide backup information l Request specific action l

Documentation l Be prepared to document your claim with receipts, invoices, cancelled checks and the like. l Never send originals. l Always send photocopies and keep the originals.

Be specific in your request l Be specific as possible about what you want next. l Do you want a replacement of shoddy goods? l A refund for poor services?

Sample letter #1 We have been at our present location only three months, and we don’t understand why our December utility bill is $115 and our January bill is $117. 50. Businesses on both sides of us, in offices just like ours, are paying only $43. 00 and $45. 00 for the same months. We have similar computer and office equipment, so something must be wrong. Small businesses are helpless against big utility companies. How can we prove that you read the meter wrong, or that the November bill from before we even moved here got added to our December bill? We want someone to check this meter right away. We can’t afford to pay these big bills.

Sample letter #2 Dear Customer Service Representative: The utility meter in our store may not be accurate. Please send someone to check it. We have been at our current location since December 1, almost three months. Our monthly bill is nearly triple that of neighboring businesses in this building, yet we all have similar storefronts and equipment. In December we paid $115 and in January our bill was $117. 50—the highest bills the neighboring businesses have paid were $43 and $45. If your representative could visit our store, he or she could do an analysis of how much energy we are using. We understand that you regularly provide this helpful service to customers. We would appreciate hearing back from you this week. You can reach me by calling 555 -3876 during regular business hours.

Requesting Recommendations and References Companies ask applicants to supply references who can vouch for their abilities, skills, integrity, character, and fitness for a job. l Before you volunteer someone’s name for a reference, ask that personas permission. l Some people won’t let you use their names, perhaps because they feel they don’t know enough about you to feel comfortable writing a letter. l And you are likely to receive the best letters from someone who has agreed to write about you, so check first l

Content These are routine requests, and you can assume that the people will comply with your request. l It’s a good idea to refresh the memory of any potential reference you haven’t been in touch with for a while. l Provide your reader with as much information as possible about your qualifications. l Close your letter with an expression of appreciation and the full name and address to whom the letter should be sent. l

Strategy for routine replies and positive messages l Use the direct organizational plan for positive messages. l Place your main idea in the opening. l Use the middle to explain all the relevant details. l Close cordially.

Granting claims and requests for adjustments Satisfied customers bring additional business to a firm. l Angry or dissatisfied customers do not. In addition, angry customers complain to anyone who’ll listen, creating poor public relations. l So even though claims and adjustments may seem unpleasant, progressive business people treat claims and adjustments as golden opportunities to build customer loyalty. l

Most people are honest l Few people go to the trouble of requesting an adjustment unless they actually have a problem. l So the most sensible reaction to a routine claim is to assume that the customer is being honest—unless the customer has a history of submitting dubious claims or the money amount is very large.

Act promptly l When you receive a complaint, respond promptly. l You’ll want to investigate the problem first and discover what went wrong and why. l You’ll also want to determine whether your company, your customer or a third party is at fault.

When your company is at fault l Don’t duck the blame, and don’t make extravagant excuses. l Also don’t promise that it won’t happen again, because you never know what might happen.

Sample form letter Your letter concerning your recent Klondike order has arrived and has been forwarded to our director of order fulfillment. Your complete satisfaction is our goal: when you are satisfied, we are satisfied. Our customer service representative will contact you soon to assist with the issues raised in your letter. Whether you’re skiing or driving a snowmobile, Klondike Gear offers you the best protection from wind, snow and cold—and Klondike has been taking care of your outdoor needs for 27 years! Because you are a loyal customer, enclosed is a $5 gift certificate. Thank you for taking the time to write to us. Your input helps us better serve you and all our customers.

Analysis l l l The note starts with a “good attitude” statement because it goes to people with various complaints. Then it puts the customer at ease with the “you” attitude. Also it never suggests that the customer was wrong to write to Klondike. It includes resale and sales promotion, and “sweetens the pot” with the gift certificate. Then finally, it closes with a statement of concern for its customers.

Personalized letter Here is your heather-blue wool and mohair sweater (size large) to replace the one returned to us with a defect in the knitting on the left sleeve. Thanks for giving us the opportunity to correct this situation. Customer’s needs have come first at Klondike Gear for 27 years. Our sweaters are handmade by the best knitters in this area. Our newest catalog is enclosed. Browse through it and see what wonderful new colors and patterns we have for you. Whether you are skiing or driving a snowmobile, Klondike Gear offers you the best protection from wind, snow and cold. Let us know how we may continue to serve you and your sporting needs.

Analysis l There is still a “you” attitude. l You can recognize some of the same sentences from the form letter, I’m sure. l So personalized doesn’t always mean fully personal!

When the customer is at fault l When your customer is at fault (perhaps washing a dry-clean only sweater in hot water) you can l l l 1) refuse the claim and attempt to justify your refusal, or 2) simply do what the customer asks. But remember, if you refuse the claim, you may lose your customer—as well as many of the customer’s friends, who will hear only one side of the problem. You must weigh the cost of making the adjustment against the cost of losing future business from one or more customers.

If you choose to grant the claim l Start off with the good news. l l You’re replacing the merchandise or refunding the purchase price. However, the middle section needs more attention. Your job is to make the customer realize that the merchandise was mistreated, but you want to avoid being condescending l (“Perhaps you failed to read the instructions carefully. ”) or preachy (“You should know that wool shrinks in hot water. ”)

Possible dilemma l The dilemma is this: If the customer fails to realize what went wrong, you may commit your firm to an endless procession of returned merchandise. l But if you insult the customer, your cash refund will have been wasted because you’ll lose your customer anyway. You need to maintain a respectful and positive tone.

When a third party is at fault l Sometimes neither you nor the claimant is at fault. Perhaps the carrier damaged the goods in transit. Or perhaps the original manufacturer is responsible for some product defect. l When a third party is at fault, you have three options.

Three options l Simply honor the claim l Honor the claim, but explain you’re not at fault l Refer the claimant to the third party

Simply honor the claim l This option is the most attractive. l You can satisfy your customer with the standard good news letter and no additional explanation. l This way you maintain your reputation for fair dealing and bear no cost (because the carrier, manufacturer or other third party will reimburse you for the damage).

Honor the claim, but explain you’re not at fault l This option corrects any impression that the damage was caused by your negligence. l You can still write the standard good news letter, but stress the explanation.

Refer the claimant to the third party This option is almost always a bad choice. l When you suggest filing a claim with a firm that caused the defect or the damage, you fail to satisfy your claimant’s needs. l The exception is when you’re trying to disassociate yourself from any legal responsibility for the damaged merchandise, especially if it has caused a personal injury, in which case you would send a bad news message. l

Providing recommendations and references l When writing a letter of recommendation, you want to convince readers that the person being recommended has the characteristics necessary for the job or benefit being sought.

Your letter must contain l l l Candidate’s full name Job or benefit being sought Nature of your relationship with the candidate Whether you’re answering a request or taking the initiative Facts relevant to the position or benefit sought Your overall evaluation of the candidate’s suitability for the job or benefit

The hardest letters Oddly enough, the most difficult letters to write are those for truly outstanding candidates. l Your audience will have trouble believing uninterrupted praise. l So illustrate your general points with a specific example or two that point out the candidate’s abilities. l And don’t forget to use comparisons with the competition. l

Ordinary candidates Most candidates aren’t perfect, however. Omitting reference to a candidate’s shortcomings may be tempting, especially if the shortcomings are irrelevant to the demands of the job in question. l Even so, you have an obligation to refer to any shortcoming that is serious and related to job performance. l You owe it to your audience, your conscience, and even to the better-qualified candidate who’s relying on honest references. l

Serious flaws l. A serious shortcoming cannot be ignored, but beware of being libelous. Include only relevant, factual information l Avoid value judgments l Balance criticisms with favorable points. l

Confidentiality l Recommendation letters are usually confidential. l But you’ll never know if the candidate may some day see the letter.

Questions to ask l l l Does the person receiving this personal information have a legitimate right to it? Does all the information I’ve presented relate directly to the job/benefit being sought? Have I put the candidate’s case as strongly and honestly as I can? Have I avoided overstating the candidate’s abilities or otherwise misleading the reader? Have I based all my statements on firsthand knowledge and provable facts?

Announcing Good News To develop and maintain good relationships, savvy companies recognize that it’s good business to spread he word about positive developments such as opening new facilities, appointing a new executive, introducing new products or services, or sponsoring community events. l Because good news is welcome by all, use the direct approach. l

About employment l Writing a letter to a successful job candidate is a pleasure, because that’s news that’s really wanted. l But while it’s a pleasure to write this kind of letter, it’s a legal job offer, so you must make sure that all of the statements are accurate.

Writing about products and services l These can vary from letters sent to customers telling about new products or services to news releases sent to the media, which then passes the information on to the public. l Most news releases are written by a company’s public relations department, but in small companies, a good writer might be drafted into service

Be professional l If you ever have to write a news release, look at a few (there are examples available on-line) so that you get the form correct. l As a former reporter, I can tell you, when we get unprofessional looking news releases, our first instinct is to file them in the circular file

Sites for sample news releases l Check here to see news release formats: l News about the Hubble l The UN's News Site l Yahoo! Media Services Press Release page

Sending good will messages l You can enhance your relationship with customers, colleagues and other business people by sending friendly, unexpected notes with no direct business purpose. l These could be thank yous, congratulations, messages of appreciation or condolences.

Good and proper manners In the West, it is considered proper to acknowledge times of serious trouble and deep sadness. l It is polite to send a written note. l Even for Westerners, this kind of note is very difficult to write, but don’t let that stop you. l Those who have experienced a serious illness, the death of a loved one or a serious business misfortune like to feel that they are not alone. l

Letters of condolence l Letters on the occasion of a death seem to be the hardest to write. l Start with a brief statement of sympathy: “I was deeply sorry to hear of your loss. ” l In the middle, mention the good qualities or positive contributions made by the deceased. l In closing, you can offer your condolences and your best wishes.

Keep reminiscences brief l Recount a memory or an anecdote (even a humorous one), but don’t dwell on the details of the loss, lest you add to the reader’s anguish.

Write in your own words l Write as if you were speaking privately to the person. l Don’t quote poetic passages or use stilted or formal phrases.

Be tactful l Mention your shock and dismay, but remember that the bereaved and distressed loved ones take little comfort in such lines as, “Richard was too young to die, ” or “Starting over again will be so difficult. ” l Try to strike a balance between superficial expressions of sympathy and heart-rending references to a happier past or the likelihood of a bleak future.

Take special care l Be sure to spell names correctly and be accurate in your review of the facts. l Try to be prompt. l If you don’t hear about the death till far after the fact, mention this in your letter.

Write about special qualities of the deceased l You may have to rely on reputation to do this, but let the grieving person know you valued his or her loved one.

Sympathy cards l In the West, you can buy special sympathy cards, both secular and religious, but it’s always a good idea to include a brief note in them. It’s more personal. l I’ve found some sympathy cards on-line, but they seem pretty tacky to me. Handwrite something in a commercial card and mail it.

Mass cards If you know that the family is Roman Catholic, it is also appropriate, though absolutely not necessary, to arrange a Mass to be said for the soul of the departed. l These can be arranged through a local Catholic parish or can be bought on-line. In this case, a real card is mailed from the priests. l I use the Maryland Jesuits, myself l