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10 - 1 Business Communication: Process and Product, Third Canadian Edition, Guffey/Rhodes/Rogin, Nelson Thomson Learning.

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Presentation on theme: "10 - 1 Business Communication: Process and Product, Third Canadian Edition, Guffey/Rhodes/Rogin, Nelson Thomson Learning."— Presentation transcript:

1 Business Communication: Process and Product, Third Canadian Edition, Guffey/Rhodes/Rogin, Nelson Thomson Learning.

2 Goals in Communicating Bad News u To make the reader understand and accept the bad news u To promote and maintain a good image of the writer and the writer’s organization u To make the message so clear that additional correspondence is unnecessary u To avoid legal liability pp

3 The Indirect Pattern Buffer p. 302

4 The Indirect Pattern Buffer Reasons p. 302

5 The Indirect Pattern Buffer Reasons Bad News p. 302

6 The Indirect Pattern Buffer Reasons Bad News Close p. 302

7 The Indirect Pattern u BUFFER – a neutral or positive opening that does not reveal the bad news u REASONS – an explanation of the causes for the bad news u BAD NEWS – a clear but understated announcement of the bad news that may include an alternative or compromise u CLOSE – a personalizing, fo rward- looking, pleasant statement p. 302

8 REFUSING ROUTINE REQUESTS

9 Buffer u Pay a compliment, show appreciation for past action, or refer to something mutually understood. u Avoid raising false hopes. u Avoid thanking the receiver for something you are about to refuse. pp

10 Reasons u Explain why the request must be denied, without revealing the refusal. u Avoid negativity (unfortunately, impossible). u Show how your decision benefits the receiver or others, if possible. pp

11 Bad News u Soften the bad news by (1) subordinating it (although we can’t loan our equipment, we wish you well in...). (2) using the passive voice (although our equipment can’t be loaned...). (3) embedding it in a long sentence or paragraph. pp

12 Bad News u Consider implying the refusal, but be certain it is clear. u Suggest an alternative, if one exists. p. 307

13 Close u Supply more information about an alternative, if one is offered. u Look forward to future relations. u Offer good wishes and compliments. u Avoid referring to the refusal. pp

14 SENDING BAD NEWS TO CUSTOMERS

15 Buffer u Express appreciation for the customer’s patronage or for his or her writing. u Show agreement on some point, review the facts, or show understanding. pp

16 Reasons u Justify the bad news with objective reasons (except in credit denials). u Use resale, if appropriate, to restore the customer’s confidence. u Avoid blaming the customer or hiding behind company policy. u Look for reader benefits. pp

17 Bad News u State the bad news objectively or imply it. u Use resale or sales promotion only if you think it will not be offensive. pp

18 Close u Suggest an action or an alternative. u Look forward to future business, offer best wishes, refer to gifts. u Don’t mention the bad news. pp

19 MANAGING NEGATIVE ORGANIZATION NEWS

20 Buffer u Provide some good news (if possible), praise, appreciation, agreement, or understanding. u Discuss facts leading to the reasons section. pp

21 Reasons u Explain what caused the decision necessitating the bad news. u Use objective, nonjudgmental, and nondiscriminatory language. u Show empathy and fairness. pp

22 Bad News u Explain the bad news clearly, but don’t accentuate it. u Avoid negative language. pp

23 Close u End on a positive, friendly note. u For job refusals, extend good wishes. pp

24 “Before” – Ineffective Customer Request Refusal (Activity 10.7) p. 326

25 Customer Request Refusal – “Before” Version Dear Mr. Waters: Unfortunately, we cannot allow you to apply the lease payments you’ve been making for the past ten months toward the purchase of your Sako 600 copier. Company policy does not allow such conversion. Have you ever wondered why we can offer such low leasing and purchase prices? Obviously, we couldn’t stay in business long if we agreed to proposals such as yours. Dear Mr. Waters: Unfortunately, we cannot allow you to apply the lease payments you’ve been making for the past ten months toward the purchase of your Sako 600 copier. Company policy does not allow such conversion. Have you ever wondered why we can offer such low leasing and purchase prices? Obviously, we couldn’t stay in business long if we agreed to proposals such as yours.

26 Customer Request Refusal – “Before” Version You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility and reliability. Perhaps we could interest you in another Sako model – one that’s more within your price range. Do give us a call. Sincerely, You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility and reliability. Perhaps we could interest you in another Sako model – one that’s more within your price range. Do give us a call. Sincerely,

27 “After” – Improved Customer Request Refusal

28 Customer Request Refusal – “After” Version Dear Mr. Waters: We’re happy to learn that you are enjoying the use of the Sako copier you’ve been leasing for the past ten months. Like our many other customers, you have discovered that Sako copiers offer remarkable versatility and reliability. One of the reasons we’re able to offer these outstanding copiers at such low leasing rates and equally low purchase prices is that we maintain a slim profit margin. If our program included a provision for Dear Mr. Waters: We’re happy to learn that you are enjoying the use of the Sako copier you’ve been leasing for the past ten months. Like our many other customers, you have discovered that Sako copiers offer remarkable versatility and reliability. One of the reasons we’re able to offer these outstanding copiers at such low leasing rates and equally low purchase prices is that we maintain a slim profit margin. If our program included a provision for

29 Customer Request Refusal – “After” Version applying lease payments toward the purchase price, our overall prices would have to be higher. Although lease payments cannot be credited toward purchase price, we can offer you other Sako models that are within your price range. The Sako 400 delivers the same reliability with nearly as many features as the Sako 600. Please let us demonstrate the Sako 400 to your staff in your office, Mr. Waters. Our representative, Tracy Wilson, will call you soon to arrange a time. Sincerely, applying lease payments toward the purchase price, our overall prices would have to be higher. Although lease payments cannot be credited toward purchase price, we can offer you other Sako models that are within your price range. The Sako 400 delivers the same reliability with nearly as many features as the Sako 600. Please let us demonstrate the Sako 400 to your staff in your office, Mr. Waters. Our representative, Tracy Wilson, will call you soon to arrange a time. Sincerely,

30 End


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