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Chapter 10 Persuasive and Sales Messages Guffey, Rhodes, Rogin Business Communication: Process and Product 2 nd Brief Canadian Edition Copyright © 2007.

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Presentation on theme: "Chapter 10 Persuasive and Sales Messages Guffey, Rhodes, Rogin Business Communication: Process and Product 2 nd Brief Canadian Edition Copyright © 2007."— Presentation transcript:

1 Chapter 10 Persuasive and Sales Messages Guffey, Rhodes, Rogin Business Communication: Process and Product 2 nd Brief Canadian Edition Copyright © 2007 by Nelson, a division of Thomson Canada Limited

2 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 2 Analyzing purpose What do you want the receiver to do or think? Anticipating reaction Does the receiver need to be persuaded? Adapting to the audience How can you adapt your message to appeal to this receiver? Applying the 3-x-3 Writing Process

3 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 3 Applying the 3-x-3 Writing Process Researching data What information do you need? Where can you locate it? Organizing data What strategy is best – direct or indirect?

4 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 4 Components of a Persuasive Message Gain attention Build interest Reduce resistance Motivate action

5 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 5 Making Persuasive Requests

6 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 6 Gaining Attention In requesting favours, begin with a compliment, unexpected fact, stimulating question, reader benefit, summary of the problem, or candid plea for help. For claims, consider opening with a review of action you have taken to resolve the problem.

7 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 7 Building Interest Prove the accuracy and merit of your request with facts, figures, expert opinion, examples, and details. Avoid sounding high-pressured, angry, or emotional. Suggest direct and indirect benefits for the receiver (sometimes this could work in the reduce resistance section –RM).

8 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 8 Building Interest Direct Benefit: If you accept our invitation to speak, you will have an audience of 50 potential customers for your products. Indirect Benefit: Your appearance would prove your professionalism and make us grateful for your willingness to give something back to our field.

9 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 9 Reducing Resistance Identify possible obstacles; offer counter arguments. Demonstrate your credibility by being knowledgeable. In requesting favours or making recommendations, show how the receiver or others will benefit. (What you put here will depend on the type of objection you are addressing- RM)

10 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 10 Reducing Resistance Example: Although your gift to the Neonatal Centre is not tax deductible, it would help us purchase an Intensive Care Ventilator that would be put to use immediately in caring for critically ill and premature newborn infants.

11 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 11 Motivating Action Ask for specific action confidently. Include an end date, if appropriate. Repeat a key benefit (this is important to keep up the momentum of the pitch) Include an end date. Example: Our audience is eager to learn more from your experience. Please respond by April 30, so we can advertise the event in our newsletter

12 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 12 Ineffective Persuasive Invitation Activity 10.1 Before Version

13 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 13 Dear Dr. Thomas: Because youre a local Guelph author, we thought it might not be too much trouble for you to speak at our U of G banquet May 5. Some of us business students here at Guelph University admired your book Beyond Race and Gender, which appeared last spring and became such a hit across the nation. One of our professors said you were now the nations diversity management guru. What exactly did you mean when you said that Canada is no longer a blend of two cultures – that its now a smorgasbord of multicultural expectations? Dear Dr. Thomas: Because youre a local Guelph author, we thought it might not be too much trouble for you to speak at our U of G banquet May 5. Some of us business students here at Guelph University admired your book Beyond Race and Gender, which appeared last spring and became such a hit across the nation. One of our professors said you were now the nations diversity management guru. What exactly did you mean when you said that Canada is no longer a blend of two cultures – that its now a smorgasbord of multicultural expectations? Persuasive Invitation: Before Version

14 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 14 Because we have no funds for honoraria, we have to rely on local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our banquets usually begin at 6:30 with a social hour, followed by dinner at 7:30 and the speaker from 8:30 until 9 or 9:15. We can arrange transportation for you and your wife, if you need it. We realize that you must be very busy, but we hope youll agree. Please let our advisor, Professor Alexa North, have the favour of an early response. Sincerely yours, Because we have no funds for honoraria, we have to rely on local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our banquets usually begin at 6:30 with a social hour, followed by dinner at 7:30 and the speaker from 8:30 until 9 or 9:15. We can arrange transportation for you and your wife, if you need it. We realize that you must be very busy, but we hope youll agree. Please let our advisor, Professor Alexa North, have the favour of an early response. Sincerely yours, Persuasive Invitation: Before Version

15 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 15 Critical Thinking Questions 1. What is the purpose of the previous letter? 2. How do you think the reader would react to the message? 3. What could be used to attract the attention of the reader in the opening? Write an appropriate opening. 4. What information could be used to build interest in the body? 5. What are some of the arguments the receiver might offer to resist the invitation? Could any counter arguments be offered?

16 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 16 Critical Thinking Questions 6. What could you use to motivate the reader to accept? 7. Should an end date be used in the closing? What information could be added to the closing to make it easier for the receiver to respond? Write an appropriate closing.

17 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 17 Improved Persuasive Invitation Activity 10.1 After Version

18 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 18 Dear Dr. Thomas: Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it appeared last spring. Business students at University of Guelph now consider you the nations diversity management guru. As students at an expanding campus near a metropolitan area, were keenly aware of diversity issues. In your words, Canada is no longer a blend of two cultures –its now a smorgasbord of multicultural expectations. We certainly admire your work and would like to hear more about the future workforce and how managers can maximize the contribution of all employees. Thats why the Guelph Association of Business Students would like you to be our keynote speaker at the U of G banquet May 5. and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, wed like you to be our keynote speaker at the U of G banquet May 5. Dear Dr. Thomas: Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it appeared last spring. Business students at University of Guelph now consider you the nations diversity management guru. As students at an expanding campus near a metropolitan area, were keenly aware of diversity issues. In your words, Canada is no longer a blend of two cultures –its now a smorgasbord of multicultural expectations. We certainly admire your work and would like to hear more about the future workforce and how managers can maximize the contribution of all employees. Thats why the Guelph Association of Business Students would like you to be our keynote speaker at the U of G banquet May 5. and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, wed like you to be our keynote speaker at the U of G banquet May 5. Persuasive Invitation: After Version Offers a compliment to reader Continues to build interest Builds interest Now that weve complimented him and built interest we can ask the reader to speak

19 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 19 Although we cant offer you an honorarium, we can promise you a fine dinner at the U of G Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons. We can also offer you a table to display your books The evening includes a social hour at 6:30, dinner at 7:30, and your remarks from 8:30 until 9 or 9:15. So that you Although we cant offer you an honorarium, we can promise you a fine dinner at the U of G Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons. We can also offer you a table to display your books The evening includes a social hour at 6:30, dinner at 7:30, and your remarks from 8:30 until 9 or 9:15. So that you Persuasive Invitation: After Version Here we are meeting possible objections by describing direct benefits (honorarium, book table), and indirect benefits (appreciative students, and that hes in good companyother local celebrities hae spoken here too.

20 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 20 wont have to worry about transportation or parking, we will arrange a limousine for you and your guest. Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at before April 1 to accept this invitation. Sincerely yours, wont have to worry about transportation or parking, we will arrange a limousine for you and your guest. Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at before April 1 to accept this invitation. Sincerely yours, Persuasive Invitation: After Version Offers more direct benefits, and makes arrangements. It is already assuming that the reader will agree Writer ends with a bang not a whimper ( the writer is still continuing to motivate as he/she calls the reader to action )

21 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 21 Writing Complaint Letters

22 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 22 How to Write a Good Complaint Letter Begin with a compliment, point of agreement, statement of the problem, or brief review of the action you have taken to resolve the problem. Provide identifying data. Prove that your claim is valid; explain why the receiver is responsible.

23 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 23 How to Write a Good Complaint Letter Enclose copies of documents supporting your claim. Appeal to the receivers fairness, ethical and legal responsibilities, and desire for customer satisfaction. Describe your feelings and your disappointment.

24 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 24 How to Write a Good Complaint Letter Avoid sounding angry, emotional, or irrational. Close by telling exactly what you want done.

25 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 25 Planning and Composing Sales Messages

26 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 26 Gaining Attention Offer something valuable, promise a significant result, or describe a product feature. Present a testimonial, make a startling statement, or show the reader in an action setting.

27 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 27 Gaining Attention Example: How much is sex costing your company? An incident of sexual harassment can cost millions of dollars unless preventive measures are taken.

28 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 28 Gaining Attention Describe a problem. Six of our computers were recently infected with the Hacker virus, and we lost at least 25 work hours trying to repair the problem. Present an unexpected statement. If you checked carefully, youd probably find that 20 percent of your customers account for 80 percent of your profits.

29 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 29 Building Interest Describe the product in terms of what it does for the reader. Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status.

30 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 30 Building Interest Example: Our computer-based training program teaches your employees what behaviour is acceptable and unacceptable, while showing you steps that can be taken to reduce the risk of employer liability.

31 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 31 Building Interest Suggest reader benefits. Now you can immediately protect all your computers from the latest viruses with our online anti-virus program. Pay a compliment. Because no one generates as much audience enthusiasm as you do in your presentations, we are asking you to speak....

32 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 32 Building Interest Supply facts and figures. Currently known computer viruses are in existence, and the number increases by 300 to 400 each month. Give examples. One company lost valuable data and had no recent backup disks to replace infected files.

33 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 33 Building Interest Cite expert opinion. Hostile code can hit without warning, says virus specialist Dr. Tony Timm, so companies must have a virus antidote or they risk all their operations. Provide specific details. In a test comparing six of the leading anti- virus programs, our program was flawless in virus detection, easy to use, and low in ownership cost.

34 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 34 Building Interest Mention direct benefits. Our anti-virus program can protect you from subtle corruptions of data that may go unnoticed for months. Mention indirect benefits. Your company continues to be a pacesetter in the health care industry by setting an example for other organizations who are bewildered by the growing number of viruses.

35 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 35 Reducing Resistance Counter reluctance with testimonials, money-back guarantees, attractive warranties, trial offers, or free samples. Build credibility with results of performance tests, polls, or awards.

36 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 36 Reducing Resistance Example: This important investment in sexual harassment prevention comes with a money-back guarantee. If you are not satisfied, your entire training costs are returned.

37 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 37 Motivating Action Close with repetition of the central selling point and clear instructions for an easy action to be taken. Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline. Put the strongest motivator in a postscript.

38 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 38 Motivating Action Example: Sign up now and you receive a free 60-day trial. Call, fax, or us today to receive a free demo disk. You cant lose!

39 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 39 Persuasive Press Releases Open with attention-getting lead or summary of important facts. Include answers to who, what, when, where, why, how. Appeal to audience of target media. Present most important information early. Make the release visually appealing. Look and sound credible.

40 Business Communication: Process and Product, 2nd Brief Canadian Edition Ch. 10, Slide 40 End


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