Specific Types of Business Letters Inquiries Answers to

Specific Types of Business Letters Inquiries, Answers to Inquiries Claim and Adjustment Letters Credit Letters Sales Letters 1

Inquiries, Answers to Inquiries Two types of inquiries: l § The solicited letter of inquiry which is usually a response to an adv inviting the reader to write in for further information to a certain dept or division. § The solicited letter of inquiry is simple, and it should be brief usually no longer than one or two sentences and should state definitely what is wanted. A mention of the adv medium in which the suggestion to write appeared is appropriate. § The writer should here remember two things that make a satisfactory reply: Be as specific as possible about what you want. Include your address if you use paper without letterhead. 2

l § § § The unsolicited letter of inquiry in which the writer takes the initiative in asking for information. It is more complex and much more detailed. Since the writer is asking a favor, he should strive beyond all else to make his inquire easy to answer. This best can be done by making the question as direct and specific as possible or, if the inquiry is lengthy, by tabulating the questions or by using arrangement in which they may be answered by “yes” or “no” or by checking. The writer must also phrase his queries so carefully that answering them will require the shortest possible time. § Courtesy demands that a stamp or a self-addressed, stamped envelope be enclosed if the inquiry is addressed to an individual or to a small firm. § To give the reader sufficient information to enable him to answer intelligently and easily, the well-planned unsolicited inquiry usually contains: 3

a. b. c. A clear statement of the information desired or of the problem involved. This should include: What is wanted? Who wants it? Why it is wanted? A tabulation of questions or a reference to an enclosed questionnaire. An expression of appreciation. § To ensure getting the maximum amount of information from his letter, the writer of an unsolicited inquiry should: Ask as few questions as possible. Phrase them so that they are clear, direct, and easy to answer. Where confidential information is requested, promise to keep it confidential. Try to send the inquiry at those seasons when the pressure of business is least heavy. If possible, stress the way in which the recipient will benefit by answering the questions. 4

l Answers- To- Inquiry Letters: ● Four principles should be followed: Answer all inquiries promptly. Take special care in addressing, posting, and enclosing material. Make certain that you have answered all the inquirer’s questions in clear understandable language. Refer specifically in your letter to any catalogues or brochures enclosed or sent separately. l Granting a Request ● Two categories of the answers to inquiries: Those granting requests and those refusing requests. the letter that says “yes” is always easier to write, it should go beyond a mere “yes” if it is to build sales or good will. Such letters involve the sending of catalogues, brochures, pamphlets, or reprints as part of answering the request. 5

l l ● ● ● To do well in answering request with enclosures, the correspondents should write at least three paragraphs organized around three functions: State the action taken. Refer specifically to the enclosure. Motivate action or build good will. Refusing a Request The refusal of a request is one of the more difficult types of letters Regardless of how thoughtless the request may seem, the intelligent technique is to refuse it tactfully. By doing this, good correspondents have learned that they can say “no” and still retain the reader’s good will. The refusal of an inquiry usually follows this pattern: A statement of appreciation to the inquirer for his interest. A refusal of his request without hedging and apology. An explanation of why the request must be refused. Whenever possible, avoid vague terms like company policy or similar generalities. A constructive suggestion or offer in the closing paragraph to be of service in the future. 6

Claim and Adjustment Letters Claim Letters: letters written to bring these errors to the attention of those who must take the responsibility for them. Adjustment Letters: letters written to take action on such claims. l ● The Claim Letter Four elements are usually present within such letter An explanation of what is wrong. This explanation should give exact dates, amounts, model numbers, sizes, colors, or any other specific information that will make a recheck easier for the reader. A statement of the inconvenience or loss that has resulted from this error. An attempt to motivate action by appealing to the reader’s sense of fair play, his honesty, or his pride. Do not threaten him with loss of business at the first error. A statement of what adjustment is considered fair; if the writer doesn’t know what adjustment is equitable, he should try to stimulate prompt investigation and action. 7

Refer to page 172 -3 to contrast the tone of the two claim letters. l ● The Adjustment Letter Four principles govern the intelligent use of such letter. the intelligent use is considered as a vital element in building good will. Every complaint or claim, no matter how trivial it seems, is important to the person who makes it. It therefore requires a prompt answer or acknowledgment. The answer should be factual, courteous, and fair. Above all else, it should not argue or take a critical attitude. According to the company’s policy, there are three policies in effect concerning the granting of claim: The customer is always right; therefore, all claims are granted. Grant adjustments wherever the claim seems fair. Let the buyer beware! No claims are granted. 8

l Granting the adjustment Because it says “yes” the letter granting an adjustment is usually easy to write. Any or all the following elements- arranged in a sequence appropriate to the specific situation- may be included: An expression of regret for the inconvenience suffered An expression of the cause of the error A statement of what adjustment is to be made An attempt to build good will. ● In routine situations, many follow this pattern: Grant the adjustment Make any necessary explanation Resell the product, the service, and/or the company. ● ● 9

l ● Refusal of adjustment Much more difficult is the refusal of an adjustment, which may be defined as any letter that does not grant the original claim. ● A partial adjustment may be made, but if it does not comply with the request, from the customer’s viewpoint, it is still a refusal of adjustment. ● The contents of adjustment refusal letters are usually be as follows: An attempt to get on common ground with the reader by agreeing with him in some way A clear explanation of the situation from the adjuster’s point of view A complete refusal of adjustment or a statement of a partial adjustment An attempt to get the reader to accept the adjuster’s analysis of the situation. 10

● No exact formula will solve the problem of writing effective adjustments. ● Whether the claim is granted entirely, partially, or not at all, the correspondent must seek to: Convince the reader that he is being treated fairly Gain his confidence in the products, services, or policies of the company Regain his good will. 11

Credit Letters l What the word credit means: To the user of credit it is a means by which he may have something now and pay for it later. To the grantor of credit, it is an estimate of someone’s ability and willingness to pay later. ● A. B. Certain letters are needed to be formerly integral parts of the credit process and which might include the following: A letter acknowledging the customer’s order or his application for credit and requesting that he sends credit references Letters to the references furnished requesting credit information Letters from these references giving the credit information The final letter to the customer Granting him credit and explaining the term Refusing him credit 12

l ● ● ● Acknowledging Applications for credit: When a letter requesting credit is received or When an order is received from someone who has not yet established credit. The acknowledgment letters may include all or most of the following elements: A statement welcoming the customer or expressing appreciation for his first order. An explanation of the firm’s policy with regard to credit and payment of bills. A request that credit references be sent or that an enclosed credit blank be filled out. (If you have requested credit information from him) An incentive to action emphasizing that the sooner the credit information is received, the sooner he may receive the order. A sales statement about service, quality of merchandise, or your future mutual relationship. 13

l Requesting credit information: ● Basically, a request for credit information is a letter of inquiry, which has been discussed before. Above all it is easy to answer. ● The question asked should be specific rather than general. ● The customary procedure is to enclose a credit blank to be filled out. Where less detailed information is required. See Pp. 199 -200 for a sample of such letter. l Giving credit information: ● The letter giving credit information varies considerably, depending upon whether the correspondent speaks favorably or unfavorably of the credit applicant. ● Where a favorably reply can be given, the letter is frank in answering any necessary questions. See P. 200 for such letter. 14

● When the information is unfavorable to the applicant, the letter should be much more guarded and careful in its language because of the legal implication involved in expressing an unfavorable opinion of someone’s credit reputation. ● It is customary to avoid using any names in letters reporting unfavorably on the applicant’s credit reputation. See P. 200 for such letter. l The final letter, Granting or Refusing Credit: ● The letter granting credit is not merely a statement of terms and conditions ; it is a also a sales letter which tells the customer of the quality of merchandise and of excellence of service the firm tries to give. Usually The letter granting credit contain: A granting of credit A statement of terms A sales talk on the type of service the company hopes to render An expression of appreciation. 15

● The letter refusing credit There are perfectly sound argument which can be used to convince the customer that cash buying is to his own advantage. The credit man can advance such incentives as a discount for cash, savings on interest charges, or the advantages of buying in small quantities for cash an thus keeping up-to-date merchandise in stock, or the pleasure of end of the month freedom from bills, or the fact that cash buying over a period of time will establish his reputation so that credit may be granted in the future. ● In its structure, the refusal of credit letter, then should accomplish two tasks: It should tactfully refuse credit It should attempt to get a cash order. 16

● Effective writers of refusal of credit letters attempt to achieve their purposes as follows: a) Refuse credit by: Referring indirectly to credit information or acknowledging the credit references that have been sent. Analyzing the situation by beginning with its more favorable aspects but ending with a clear statement of refusal of credit. b) Attempt to get an order on a cash basis by: a. Making some practical offer to cooperate (for example, cutting down the size of the order and paying part cash and the balance on specified terms). Or by b. Advancing arguments to show that customer himself benefits by cash buying, such as 1) An offer of cash discount, usually 2 percent 2) A suggestion that cash buying in smaller quantities will give a wider selection and more up to date stock 3) An inducement to establish credit within a short period by buying for six months or a year on a cash basis 17

Sales Letters l Why is it used so widely? ● It can reach almost any age group, financial class, professional group, geographical area, or occupation that may be potentially interested in a given product or service. l ● When is it most effective? It has been found that it is best adapted to selling products or services of specialized appeal, of fairly expensive items, or those belonging within the class of “novelties”. By contrast, it is abundantly clear that manufacturers of toothpaste, groceries, tires, cameras select other media (namely, those reaching the greatest numbers) because these products are used by everybody. With its selectivity, the sales letter should be used where potential buyers can be picked out from many uninterested ones. Its success, in the last analysis, will depend on three factors: The product or service which is being sold The prospect or list of prospects to which the material is sent The sales letter itself. ● ● 18

l The purposes for the use of sales letters: § § § To make direct sales To obtain inquiries about services and products and to locate leads for salesmen To announce and test the reaction to new services and products To reach out-of-the-way prospects and to build up weak territories To reinforce dealers’ sales efforts and to secure new dealers To build good will l The structure of the sales letter: its parts are arranged to Attract the reader’s attention * by pictures, catch phrases in large type, questions, commands, or humorous illustrations Create a desire for the product or service * by descriptions of pleasure, profit, utility, or economy of the product or service 19

Convince the reader that the product or service is the best of its kind * by statistics, testimonials, samples, tests, or guarantees Motivate action * by easy to follow suggestions such as “Fill in the coupon” or “Send for this pamphlet” or “Go to your neighborhood grocer today” l These four elements in the structure of a sales letter must be adapted to a viewpoint which answers one central question: Why should my reader (s) do what I am asking him (them) to do? l The following are various methods which may be used to answer this question in the four-part structure of the sales letter. ● Attracting attention in the sales letter Many readers glance at the first paragraph of the letter and either read the rest of it or toss it aside depending on what the first paragraph says. If it attracts the reader’s attention, the rest of the letter can capitalize on that fact; but if it does not, the whole sales letter fails. 20

● v What devices can be used to attract the reader’s attention? A pertinent question is very common method used successfully to attract the readers' attention and arouse his curiosity to read further in order to discover the answer. For example: Why don’t try minding your own business? Are you satisfied with the amount of money you save? Did you sleep well the last time you were in Dubai? v A courteous command is another technique used frequently. Here is some examples: Don’t waste your time and energy in a sweltering office when you can enjoy the cool comfort of air conditioning! For your family’s sake, don’t drive on tires that are worn smooth! 21

v A “split” beginning arranged in such a way as to attract maximum attention. some examples in: p 245 v A statement of a significant fact or a quotation from an eminent authority or prominent individual will arouse interest if the fact is significant or the authority is known to the reader: Some examples: You can judge a company by the customers it keeps. Forty-nine percent of our customers have “kept company” with us for more than fifteen years. v Anecdotes are frequently used to attract attention, and they do get read. Their purpose is not to entertain the reader, however, but to promote sales; therefore, the story should have some connection with the sales message. 22

Creating desire for product or service § The best method of making the reader desires goods or services is the appeal to emotions or the appeal to reason, or, more frequently, a combination of the two. Whether to appeal to the reader’s logic by expository and rational methods or to his emotions by descriptive techniques will depend on product, kind of reader, and the overall situation. For instance, a sales correspondent for an air conditioning company might choose between a description of “the cool, clean air like a mountain breeze, free of pollen and dust” or an exposition of the way the apparatus works. The deciding factor in this instance would be the type of the reader; if it is written to the general public, it will probably concentrate on the joys of airconditioned homes or offices. It is generally thought that a logical appeal is best for necessities and an emotional one for luxuries or novelties, but here again there are exceptions. § § § 23

Convincing the reader of the merits of the products or service § The function of the third section is to marshal support to show that the claims made for the product are true. § Any claims or statements must here be supported by fact or logic; otherwise, the reader will correctly assume that the claims are grandiose and the statement untrue. § v Three types of logical support may be used in sales: Expert Testimony. This consists of statements by qualified experts concerning the product sold. Facts. Since the statements in the first part of the sales letter belong in the category of opinion (e. g. , “The Colderator is the most economical refrigerator on the market today”), their truth is best shown in the third section by a solid basis of fact. v 24

§ Tests made by independent experts, statements about the number of sales made within a specified period, actual cost of operation of the product, mention of the number of satisfied customers, and specific data about the product under actual working conditions-all these give an objective, factual support to the claims made for the product. v Use of Logic. In the sales letter, however, logic may be used to appeal favorably to the reader’s reasoning or to get him to draw his own conclusion. A trial offer of the product may be made with the purpose of getting the reader to conclude, “If they are willing to let me try it out, it must be pretty good”. Sample and guarantees are similarly effective. Widely used are causal relationships, such as “Because Pan-American coffee is packed in air-tight tins, it reaches you as fresh as the day it was roasted. ” 25

Motivating action § The final paragraph of the letter should do two things: Offer a specific suggestion concerning the action the reader should take. Point out how he will benefit by taking this action. § The easier it is for the reader to take this action, the more effective the sales message will be. Stamped and addressed envelopes are frequently enclosed, or the reader is told to call by telephone or to write collect. The following closing paragraphs show various methods to motivate action: You have nothing to lose-and perhaps much to gain-by using the enclosed card. Which models would like to see on approval? Just check them on our order blank. § § 26

Memorandums l In contrast to the letter, which is directed outside the organization, the memorandum (memo) goes within the organization. l The stationary, parts, layout, and envelopes of the memo are somewhat different from those of the letters. l Preprinted memo stationary may include “MEMORANDUM” (or “INTERDEPARTMENTAL MEMORANDUM”) and the company’s name (but not address). Also, words naming various memo parts, as showing in the following figure. 27

Reply MEMORANDUM DATE: TO: DEPT: SUBJECT: (company name) FROM: TELEPHONE: For your §APPROVAL §INFORMATION §COMMENT 28

l Parts of the Memorandum: The standard memo parts of the memorandum are “to, ” “from, ” “subject, ” “date, ” and “message”. Optional parts are such items as reference initials, enclosures, file number, routing information, and the sender’s department and telephone number. ● Unlike the letter, the memo require no inside address, salutation, complimentary close, or full signature. ● The combination message-and-reply memorandum form is an specially good time and expense saver for both sender and recipient. 29

● A packet of three or more perforated sheets (white and colored), plus carbons (unless special “carbonless” paper is used), makes up a messagereply packet. ● The combination message-reply forms provide lines for both the writer’s and the reader’s signatures. ● Printed instructions at the top or bottom tell the sender and the reader how to use the sheet. Printed lines may aid those who communicate in handwriting. ● Each sheet is divided into two sections-MESSAGE and REPLY. Those two sections may be side by side or one above the other. 30

INTEROFICE COMMUNIACTION ABC Company TO From DATE SUBJECT Message SIGNED Reply DATE SIGNED 31

l What you write after the TO, FROM, and DATE will vary with the situation and the organization’s practices. l A courtesy title- Mr. ; Mrs. ; Miss- before the reader’s name (after TO) may be used or omitted, depending on your relationship with the reader (superior or subordinate) and the degree of informality within the organization. The writer omits the title before his name. l If the memo is a temporary message, not to be filed, and if the reader and the writer work together regularly, the writer may merely use initials, first name or nickname after TO and FROM, and use all figures or abbreviations for the date. Place your (the writer) handwritten initials above or to the right of your name. 32

§ § TO: A. M. or FROM: S. A. DATE: 10 Feb. [year] SUBJECT: TO: Ali TO: Saad DATE: Feb. 10, 2006 SUBJECT: § However, if the memo will be filed, the names of the sender and receiver should be spelled out: § § TO: Mr. [optional] Ali Alsayeed, FROM: Saad Al Ahemd, DATE: Feb. 10, 2006 SUBJECT: Personal Manager accounting Manager § If you are sending the same message to several persons, their names, titles, or both should be typed after TO. § If you write to the same persons often, you might have a form called a routing slip prepared with their names printed after the TO. 33

● A subject line should include terms that instantly make the purpose of the memo clear. ● The length of the subject line may be up to seven words, sometimes longer if has a verb. ● Unclear Subject Lines Vacations D P I ’s Problem Clear Subject Lines Vacation Policy for 2006 DPI should Consider Expanding Its Recruiting Staff ● The clearer subject line may include a verb to give an immediate sense of direction to a request or recommendation. 34