Unit III Business letter writing Need Functions and

. Unit III Business letter writing: Need, Functions and Kinds. Layout of letter writing. Types of letter writing: Persuasive letters, Request letters, Sales letters, Complaints and Adjustments. Departmental Communication: Meaning, Need and types: Interview letters, Promotion Letters, resignation letters, news letters, Circulars, Agenda, Notice, Office memorandums, Office orders, Press release, minutes, report writing.

What is a Letter? A Letter is a piece of conversation in writing. OR A written or printed communication directed to a person or organization.

SIGNIFICANCE • To establish contact • Written evidence • Supersede personal contact/interview to an extent • To seek/give information.

WHAT IS A GOOD BUSINESS LETTER • Which fulfills the purpose for which it is written. • Can open up new channel for business. • Can get new customers. • Bring back old customers. • Reduce bad debts • Create goodwill • Adjust complaint • Open new markets

ESSENTIAL CHARACTERISTICS OF A GOOD BUSINESS LETTER

LAYOUT/STRUCTURE OF A BUSINESS LETTER

1. Heading 2. Date 3. Reference Number 4. Inside address 5. Salutation 6. Subject 7. Body of the letter 8. Complimentary close 9. Signature 10. Enclosure 11. Identification marks 12. Post scripts

The Letter Head The letter head includes the essential particulars about the writer’s name , postal address, telephone number, fax number , email and website.

Telephone : Email: Fax: Mobile: Kapoor Enterpises 216, Kailash colony, Delhi-64 __________________________ Kapoor Enterpises 216, Kailash colony, Delhi-64 Contact details: , Email id: __________________________

The Date The date should be typed in the logical order of day, month and year. e. g. Use Avoid 24 August, 2013 August 24, 2013 24 -8 -2013 24 th Aug, 2013 24 th August, ’ 13

• Typed two space below the last line of the letter head • Indicated on the upper right hand corner or depending on the format you adopt • Name of the month and year is written in full • No suffix as –nd or –th is added to the day.

Reference Number • Helps to link correspondence for prompt reply & quick action. • Generally, reference is typed on the left margin • Eg. ü Reference: 5/FD/13 ü Now a days companies prefer to indicate the reference number in the body of letters: Thank you for your letter No. 5/FD/13 of 31 st March 2013

The Inside Address • The inside address includes the essential particulars about the receiver’s name , postal address, telephone number, fax number , e-mail and website. • Should be written two spaces below the date and two spaces below the attention line. • Names should not be miss spelt

Eg. Verma &Sons 7, Naya Bazar, Delhi-110006 Attention : The sales Manager Or Attention: Mr. KL Verma

The Salutation • The salutation is a greeting with which the writer opens his letter. The particular form used depends upon the writer’s relationship with his correspondent. • Two spaces below the attention line/inside address

• Depends upon-1. personal relationship 2. form of the inside address • If the name of the recipient has been used in the inside address it is usual to use personal salutation. Sir/Madam For official correspondence Dear sir/Madam For business correspondence Dear sirs/Madams For saluting firms My dear/Mr. For informal letters

Subject • Purpose- to let the reader know immediately what the message is about. • It saves time • Type the line in a double space between the salutation and the first line of the body of the letter.

SAMPLE To Mr. R. K Sinha Sales Executive Raipur, (C. G) Dear Sir, Sub: INTERNATIONAL CONFERENCE- 20 AUGUST 2013

The Body • Main purpose is to convey a message • First paragraph, reference, to any correspondence which has already taken place should be given • Second paragraph should state main message • Closing paragraph states expectations, wishes, or intentions

The Complimentary Close • The complimentary close is merely a polite way to • end a letter. • “Yours faithfully, ” is the standard closure for business letters. • “Yours truly, ” is also being used in business.

The Signature • The signature is the signed name or mark of the person writing the letter or that of the firm he represents. • Placed below the complimentary close • Represents authenticity

1. Sole proprietorship • Trading under personal name • Trading under firm name Nikhil Sharma For Nikhil enterprise 2. Partnership firms • Aggarwal & sons • Per Pro (legal authority) Kartik Aggarwal Partner P. P. Aggarwal & sons Kartik Aggarwal 3. Limited Company • Managing Director • Director XYZ India Limited Nikhil Sharma Managing Director For XYZ India Limited Nikhil Sharma Director • Secretary Per Pro XYZ India Limited Nikhil Sharma Secretary

Enclosure Enc. Or Encl. is typed two lines spaces after the signature of the address when something is sent along with the letter. An enclosure can be anything in the envelope in addition to the message itself. e. g. Enc. : 1 Price List If the enclosed are more than on, the number should be marked.

Carbon Copy Notation If the copy of the letter is to be sent to a third party, type cc two line-spacings below the signature or immediately below the enclosure at the left-hand margin, followed by the name of the recipient of the copy. e. g. cc: Miss Kajal

Postscript • When the writer forgets to include something important in the body of the letter. • The adding of a P. S. should, however, be avoided as far as possible. • e. g. PS: the catalogue was sent to you on July 6 th.

Formal styles of a Business letter • • • Indented form Full block form Modified block form Semi Block Indented form

Indented form • Oldest form of a business letter. • Date is on top right hand corner below the heading

Company letter head Name & Address already printed Telephone, email, fax Date: Name & Inside Address Salutation Subject line XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX Encl. Closing Signature Signatory's Name Signatory’s Signature Company Name

Full Blocked Style It is now the most popular practice of displaying business letters. Its remarkable feature is that all typing lines, including those for the date, inside name and address, salutation, subject heading, each message paragraph and complimentary close, begin at the left-hand margin.

Company letter head Name & Address already printed Telephone, email, fax Ref. No. Date: Name & Inside Address Salutation Subject line XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX Closing Signature Signatory's Name Signatory’s Signature Company Name Encl.

Modified block form • In this date, the complimentary close & the signature aligned with the right margin. • All parts except the letterhead are aligned with the left margin. • Single spacing within each para.

Company letter head Name & Address already printed Telephone, email, fax Date: Ref. No. Name & Inside Address Salutation Subject line (optional) XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX Closing Signature Signatory's Name Signatory’s Signature Company Name Encl.

Semi Block • Combination of the indented & block forms • Indented form is used in the body of the letter. • Inside address & complimentary close are written in block form.

Company letter head Name & Address already printed Telephone, email, fax Date: Ref. No. Name & Inside Address Salutation Subject line- not obligatory, but often used XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX Closing Signature Signatory's Name Signatory’s Signature Company Name Encl.

Types of Business letters 1. 2. 3. 4. 5. 6. Request letters Persuasive letters Sales letters Collection letters Complaints & adjustments Circulars

1. Request letters Purpose: • • • To make enquiries To place orders To obtain necessary information To grant credit To claim adjustments

Structure Beginning – introduce yourself & statement of request Middle part – Justify & explain your request End – specify the action you want & the time limit

To make enquiries Hints for drafting 1. 2. 3. 4. 5. 6. 7. State the purpose of letter. Indicate to the seller how you got his name. State the details of your business. Give an idea of the quantity you need. Request for price list, quotation. Ask for samples/demonstration wherever necessary. Ask for terms concerning discount, credit, mode of deliver, packing etc. 8. Avoid apologies e. g , “we beg you to send”. 9. Avoid unnecessary details & repetition.

123, Sainik Farms Mumbai 1100043 October 11, 2010 Request letter for enquiry Customer Service Dynamic Theatre Systems, Inc. 1528 SE 3 rd Avenue Portland, OR 78821 -4432 Dear Sir, Subject : I am interested in possibly purchasing your Model X 15 in-home theatre system and am writing to request some additional information about the product. Specifically, I need to know of any minimum wiring or other system requirements needed for installation. Please send this Model X 15 information by October 24. I would like to make my decision on the purchase of this product by November 1. Sincerely John smith

ABC Enterprise Kamla nagar, Mumbai August 20, 2013 Request letter for enquiry The Sales Manager Light House, Main Road Noida Dear Sir, Subject: Enquiry for stationery We are interested in making bulk purchases of stationery. Kindly send us your latest price list & catalogue Yours faithfully K. L Kapoor Partner

Reply to Enquiry Hints for drafting 1. Refer to the date and/or number of the enquiry. 2. Thank the buyer for his letter & show appreciation for his interest. 3. Answer all the questions. 4. State the terms in clear language & mention the time period for which offer is open. 5. State whether the price list/catalogue is enclosed or separately sent.

The Sales Manager Light House, Main Road Noida August 25, 2013 ABC Enterprise Kamla nagar, Mumbai Dear Sir, Subject: Regarding your enquiry for stationery Thank you for your enquiry of 20 th August 2013. We are glad to enclose our latest price list & catalogue. Our stationery is made of high quality paper. Our normal trade discount is 15% & 5% extra for bulk orders exceeding Rs. 50, 000. If you need any further information, kindly feel free to write to us. Yours faithfully For Light House R. K Saxena Sales Manager

To Place order Hints for drafting 1. Thank the supplier for his quotation & for any special discount. 2. Give details about the goods required(Catalogue no, size, design, color, quantity, price , discount etc. ) 3. Give instructions regarding-packing, insurance, shipmenttruck, train etc. 4. State the mode of payment

Army School Aligarh August 20, 2013 To place orders The Sales Manager Light House, Main Road Noida Dear Sir, Subject: Placing an order for books Thank you for your quotation No. 123 dated 18 th August 2013 and the price list. Please supply the following items S. no. Description Quantity Rate Amount (No. ) (Rs. ) 1 Paper clips 50 2 100 2 White board 50 20 1000 3 A 4 size Bundle 50 2500

Since the above goods are required to replenish our nearly exhausted stock of these items, we request you to send the items by 4 th sep’ 13. Please send the invoice at 15% discount through Axis bank, Delhi. We request you to confirm dispatch of the items. Yours faithfully K. L Kapoor Partner

Different prices are quoted for the same goods according to the number of charges they include. These are: • Loco • At station • F. O. R (Free On Rail) • C & F ( cost & Freight) • C. I. F (Cost, insurance & Freight)

Terms of Payment The important terms of payments are: – – – Cash, Net Cash or Ready Cash Prompt Cash 5% within a Month C. W. O (Cash with order) C. D. O (Cash on delivery)

Letter seeking credit In credit request it is necessary to specify: • • The period you have been in business Existing accounts Name of your bank Financial statements

Purohit Textiles 52, Main road, Kolkata 30 August, 2013 Neo Textiles 123, Railway Road Hyderabad Dear Sir, Subject : Request to grant credit I am J. K Malhotra , representing Purohit textiles, located at Kolkata. Iam writing in to express our interest to place order with your organization. We have enjoyed a steady rise in our business since our beginning in August 1995. We would like to place following order on a credit basis. XXXXXXXXXX We are capable of paying our bills promptly, as evident from our enclosed financial statements. . We shall be glad to furnish any further details. There is steady demand for your products. This order could mark the beginning of profitable relationship between our firms. Sincerely ABC

Dreamtime Movies Universal Ltd 54 strete Road, Bangalore Date Lingua Services Galactic Ltd 69 Milk Street Bangalore Request letter seeking information Dear Sirs Subject : Translation Brochure I should be grateful if you would send us your brochure and price list about your translation services. We are currently developing our sales literature and web sites and are interested in translating these into five languages apart from English. I look forward to hearing from you. Yours faithfully Andrea Philips Marketing Manager

2. Persuasive Letters • Present facts & figures • Involves changing the attitudes of people

PURPOSE 1. To overcome the objections which might prevent or delay the desired action. 2. To provide adequate information so that reader knows what to do. 3. To obtain desired result. 4. To build a positive image.

• Persuasive letters may take several forms: – Sales letters – Collection letters – Follow up letters – Agency letters – Publicity letters

3. Sales Letter • One form of advertising. • Directly addressed to a select group of customers

OBJECTIVES • • To promote sales of a product / service / idea. To introduce new product/service in the market. To introduce salesman to the potential customer. To widen the market for existing products/services To educate customers about products/services. To create & maintain firm’s goodwill To secure orders. To keep the customers in regular touch

ELEMENTS OF A GOOD SALES LETTER • Appealing & persuasive • Creative • 7 Cs

FUNCTIONS OF SALES LETTER AIDA Strategy Attracting Attention Arousing Interest Creating Desire Securing Action

An effective sales letter must lead to: • Catching the reader’s attention. • Arousing his desire to buy • Convincing him by substantiating the claims. • Motivating him to act quickly to buy the product or service. • Promising satisfaction of the prospective client or customer.

Dreamtime Movies Universal Ltd 54 strete Road, Bangalore Date Lingua Services Galactic Ltd 69 Milk Street, Bangalore Dear Sirs Subject : Over the years you have been a loyal Doe customer, and we have enjoyed meeting your office-supply needs. However, we have not received an order from you in over three months, and we are concerned. Is there any way we can improve our service to you? We are aware that during strike, many of our customers could not get their orders filled quickly. Since then we have taken steps to ensure that every Doe customer receives prompt, reliable service. I have enclosed a copy of our new fall catalog. Call me personally at 555 -5555 if I can help. Yours faithfully Andrea Philips Marketing Manager

Dreamtime Movies Universal Ltd 54 strete Road, Bangalore Date Lingua Services Galactic Ltd 69 Milk Street, Bangalore 4. Collection letter Mild reminder Dear Sir, Subject : Hope that you would have liked the shirts consigned to you last month. A glance at your account shows that payment of these shirts amounting to Rs. 50, 000 has not yet been received by us. We are enclosing herewith a copy of the bill. Kindly remit the amount to us. In case your cheque is already in the mail, please ignore this letter. Sincerely Arun Accountant Enclosed : Bill

Dreamtime Movies Universal Ltd 54 strete Road, Bangalore Strong reminder Date Lingua Services Galactic Ltd 69 Milk Street, Bangalore Dear Sir, Subject : We draw your attention to our letter dated 19 th August, 2013 requesting for the payment of Rs. 50, 000 only at the earliest. However, we have yet to receive the same. We appreciate your business very much and are glad to have extended to you the benefit of a credit account. Your account for Rs. 50, 000 now two months overdue needs a cgeque to avoid the unpleasent suspension of its operation. Sincerely Arun Accountant

123, Sainik Farms Mumbai 1100043 August 11, 2013 Customer Service Dynamic Theatre Systems, Inc. Delhi 5. Complaint Letter Dear Sir, Subject : We are thankful to you for your prompt action in supplying paper as per our order no. ab 2 dated 8 th August, 2013. On opening the consignment we found two reams of bond paper in a damaged condition. Since, the other reams are in good condition. we feel that the damage was not caused in transit. We require this paper to print our client’s annual report. Would you be kind enough to replace these defective reams before 15 th sep’ 13. Please confirm. Yours faithfully M. K Kapur

NEW INSURANCE COMPANY LIMITED 1234, INDEPENDENCE AVENUE KOLKOTA-710003 June 12, 2012 Ref: CAL/16/2 Universal Office Supplies Ltd J. C. Road, Kolkota-710003 Dear Sir, Subject: Typewriter order: Missing items Please refer to our order No. A 421/2006 & our letter CAL/16/2 of 24 April, 2006. All the machines were delivered to us yesterday & were inspected by our typing supervisor. The following item are missing. 1. Three cleaning kits. 2. One 18” machine cover.

3. Three standard machine covers. 4. Ten instruction books. We should be pleased to receive these items as soon as possible. We also hope that any future order will be more carefully checked before they leave your store. Yours Faithfully, M. l. Arora Office Manager

Thank you