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7 - 1 Business Communication: Process and Product, Mary Ellen Guffey, South-Western.

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Presentation on theme: "7 - 1 Business Communication: Process and Product, Mary Ellen Guffey, South-Western."— Presentation transcript:

1 7 - 1 Business Communication: Process and Product, Mary Ellen Guffey, South-Western.

2 7 - 5 Peer Review.. A few guidelines As Reviewer u Be helpful u Speak in compliments and suggestions As Receiver u Listen to comments; don’t try to explain u Tell reviewers what to look for u As reviewer: Indicate with pencil in margins the areas for improvement / strengths, sign you name on bottom

3 Types of Direct Letters u Direct Request Letters –Requesting Information –Placing Orders –Making Claims u Direct Reply Letters –Complying with Requests u Writing Letters of Recommendation u Granting Claims u Writing Goodwill Messages

4 7 - 2 The Direct Pattern u Frontload in the opening. u Explain in the body. u Be specific and courteous in the closing.

5 7 - 3 Frontloading in the Opening u Begin with the main idea. u Tell immediately why you are writing.

6 7 - 4 Explaining in the Body u Present details that explain the request or response. u Group similar ideas together. u Consider using graphic highlighting techniques.

7 7 - 5 Being Specific and Courteous in the Closing u For requests specifically indicate the action you want taken and provide an end date (deadline), if appropriate. u For other direct letters provide a courteous concluding thought.

8 Format is important !! 1. Documents with letterhead 2. Personal letters w/out letterhead

9 Designing Letter Template u Create a letter template in Word for use in future letters …be creative!! u include your company name (made up), your name, address, phone number, etc.

10 7 - 5 Formatting Letters: Business u Prepare a one page letter using correct formatting….use the block style (pg. A-28) u Design some simple business letterhead u Make up a fictitious inside address u Use random keystrokes (gibberish) to complete the body of the letter u Print out and give to instructor

11 7 - 5 Formatting Letters: Personal Use u Prepare a one page letter using modified block format without letterhead (reviewed in class) u Make up a fictitious inside address u Use random keystrokes (gibberish) to complete the body of the letter u Print out and give to instructor


13 7 - 7 Opening u Ask a question or issue a polite command (Will you please answer the following questions... ?). u Avoid long explanations that precede the main idea.

14 7 - 8 Body u Explain your purpose and provide details. u Express questions in parallel form. Number them if appropriate. u To elicit the most information, use open- ended questions (What training programs do you recommend?) rather than yes-or- no questions (Are training programs available?). u Suggest reader benefits, if possible.

15 7 - 9 Closing u State specifically, but courteously, the action you wish to be taken. u Set an end date, if one is significant, and explain why. u Avoid cliché endings (Thank you for your cooperation). Show appreciation but use a fresh expression. u Make it easy for the receiver to respond.

16 The Five Ss of Goodwill Messages

17 In expressing thanks, recognition, or sympathy: u Be selfless. Discuss the receiver, not the sender. u Be specific. Cite specifics rather than generalities. u Be sincere. Show your honest feelings with unpretentious language.

18 In expressing thanks, recognition, or sympathy: u Be spontaneous. Make the message sound natural, fresh, and direct. Avoid canned phrases. u Keep the message short. Although goodwill messages may be as long as needed, they generally are fairly short.


20 Opening u Use order language to identify the message (Please send by UPS the following items from your spring catalog). u Name the information source (the May 2 advertisement in the Daily News).

21 Body u List items vertically. u Provide quantity, order number, complete description, unit price, and total price. u Prevent mistakes by providing as much information as possible.

22 Closing u Tell how you plan to pay for the merchandise. u Tell when you would like to receive the goods, and supply any special instructions. u Express appreciation.


24 Opening u Describe what you want done immediately. u When the remedy is obvious, state it briefly (Please send 12 copies of Model Memos to replace the copies of Business Proposals sent in error). u When the remedy is less obvious, explain your goal (Please clarify your policy regarding reservations and late arrivals).

25 Body u Clarify the problem and justify your request. u Provide details objectively and concisely. u Don’t ramble. Be organized and coherent. u Avoid becoming angry or trying to fix blame. u Include names of individuals and dates of previous actions.

26 Closing u End courteously with a tone that promotes goodwill. u Request specific action, including end date, if appropriate. Note: Act promptly in making claims, and keep a copy of your message.


28 Subject Line u Consider including a subject line to identify the topic and any previous correspondence. u Use abbreviated style, omitting articles (a, an, the).

29 Opening u Deliver the information the reader wants. u When announcing good news, do so promptly.

30 Body u Explain the subject logically. u Use lists, tables, headings, boldface, italics, or other graphics devices to improve readability. u In letters to customers, promote your products and your organization.

31 Closing u Offer concluding thought, perhaps referring to the information or action requested. u Avoid cliché endings (if you have any questions, do not hesitate to call). u Be cordial.


33 Opening u When approving a customer’s claim, announce the good news immediately. u Avoid sounding grudging or reluctant.

34 Body u Strive to win back the customer’s confidence; consider explaining what went wrong (if you know). u Concentrate on how diligently your organization works to avoid disappointing customers. u Be careful about admitting responsibility; check with your boss or legal counsel first.

35 Body u Avoid negative language (trouble, neglect, fault). u Don’t blame customers – even if they are at fault. u Don’t blame individuals or departments in your organization. u Don’t make unrealistic promises.

36 Closing u Show appreciation that the customer wrote. u Extend thanks for past business. u Refer to your desire to be of service.

37 Claim Response “After” Version


39 Opening u Name the candidate and position sought. u State that your remarks are confidential. u Describe your relationship with the candidate.

40 Body u Describe applicant’s performance and potential. u Strive to include statements about communication skills, organizational skills, people skills, ability to work with a team, etc.

41 Body u Include definite, task-related descriptions. (She completed two 50- page proposals instead of She works hard.) u Include negative statements only if they are objective and supported by facts.

42 Conclusion u If supportive, summarize candidate’s best points. u Offer ranking of candidate (Of all the accountants I have supervised, she ranks in the top 10 percent). u Offer to supply additional information if needed.

43 In answering congratulatory messages: u Send a brief note expressing your appreciation. u Tell how good the message made you feel. u Accept praise gracefully. Don’t make belittling statements (I’m not really all that good!).

44 End

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