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Essentials of Business Communication

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Presentation on theme: "Essentials of Business Communication"— Presentation transcript:

1 Essentials of Business Communication

2 Chapter 6 – Positive Messages

3 The Power of a Business Letter
Business letters can provide: Formality and sensitivity Confidentiality A permanent record Persuasive, well considered messages

4 Direct Requests for Information or Action
Open your request directly: Ask the most important question first and be polite Put the details in the body Close with an action request: Ask for a specific action Include an end date of time if appropriate Express appreciation

5 Direct Claims Open your claim with a clear statement of what you want
If you have a legitimate claim you can expect a positive response from the company Start with the problem or the action you want the receiver to take Explain and justify in the body This is where you can explain why the claim is necessary Close with a request for a specific action

6 Direct Replies Open directly with information the reader wants to hear
Whether good news or bad news the reader wants the answer in the opening Arrange your information logically and make it easy to read Supply explanations and additional information Close pleasantly and personally Closing with a pleasant remark shows willingness to help the reader

7 Adjustment Letters Reasons for Adjustment letters:
To rectify the wrong if one exists To regain confidence of the customer To promote future business and goodwill Reveal good news in the opening Explain how you are complying in the body Decide whether to apologize Show confidence and helpfulness in the closing

8 Goodwill Messages Goodwill Messages should be:
Selfless: focus on the receiver Specific: Personalize the message and be clear Sincere: Show genuine feelings Spontaneous: Keep it direct, natural and enthusiastic Short: Goodwill messages do not need to be wordy

9 Conveying Sympathy Notes expressing sympathy are
the most difficult to write In writing a sympathy note: Refer to the death or misfortune sensitively In the case of a death praise the deceased in a personal way Offer assistance End on a reassuring forward-looking note

10 Chapter 6 – Chapter Revision Assignment
May 25th, 2010 Ms. Breanna Lee, Manager White-Rather Enterprises 1349 Century Boulevard Wichita Falls, TX 76308 Dear Ms. Lee, Subject: Your May 20th Inquiry about Work Zone Software We do offer personal record-keeping software especially for designed for small businesses like yours. Here are the answers to your three questions about this software: Our Work Zone software provides standard employee forms so you are always in compliance with current government regulations. You receive an interviewer’s guide for structured employee interviews, and a scripted format for checking references by telephone. You can update your employee’s records easily without the need for additional software, hardware, or training. Our Work Zone software was especially designed to provide you with expert forms for interviewing, verifying references, recording attendance, evaluating performance, and tracking the status of your employees. We even provide you with step by step instructions, and suggested procedures. You can treat your employees as if you have a Professional Human Resources Specialist on staff. On page six of the enclosed pamphlet you can read about our Work Zone software. To receive a preview copy, or to ask any questions just call Our specialists are eager to help you week days from 8:00 a.m. - 5:00 p.m. PST. You can also visit our website at for more information, or to place an order. Sincerely, Jacob Scott Senior Marketing Representative Enclosure Chapter 6 – Chapter Revision Assignment

11 Chapter 7 – Negative Messages

12 Strategies for Delivering Bad News
Create primary and secondary goals for delivering the bad news Primary: Make the receiver understand the bad news Help the receiver accept the bad news Maintain the positive image of you and your company Secondary: Reduce bad feelings Convey fairness Avoid legal liability or responsibility for your company

13 Indirect vs. Direct Patterns
Use Indirect: When in need of a buffer Explain the reasons of the matter and why the bad news is necessary Provide the bad news Close with a warm forward-looking thought Use Direct: When the bad news may be overlooked When policy requires it When the receiver prefers directness When firmness is necessary When the bad news is not damaging

14 Avoid the Three Causes of Legal Problems
Abusive Language Name calling Careless Language Be careful to say what you mean The “Good-Guy Syndrome” Statements that make you look good to seem like less of a bad guy Don’t make it personal

15 Delivering Bad News Sensitively
Buffer the opening Provide the best news first Provide a compliment Convey appreciation Provide a statement both parties can agree on Provide facts Show understanding

16 Rejecting Typical Requests vs. Internal Requests
Refusing outside requests (especially charities) are common Place emphasis on the organizations attributes Explain the refusal Refusing Internal Requests Emphasize the employees positive attributes Strategically connect reasons for denial Suggest alternatives

17 Delivering Bad News to Customers
Deal with problems and deliver bad news to customers quickly and professionally Call the individual involved Describe problem and apologize Explain why the problem occurred, what you are doing to resolve it, and what you are doing to prevent it from happening again Follow up with a letter that documents the phone call and promote goodwill

18 Delivering Bad News Within Organizations
Gather all information Prepare and rehearse Explain: past, present, and future Consider taking a partner Think about timing Be patient with the reaction

19 Chapter 7- Revision Assignment
February 16th, 2010 Mr. John Brumfield Human Resources Development Gulfport Energy Enterprises 1400 Longhorn Blvd. Houston, TX 76400 Dear Mr. Brumfield: Did you know there is a direct link between the health of your employees and the health of your profits? We are in the midst of tough economic time, and you are probably looking for benefits to offer your employees that help both you and them. The benefits of healthier employees includes lower health care costs, fewer medical claims, improved productivity, better morale, and less absenteeism. Here is how you can help your employees have sound bodies, and also improve your company’s profits: Provide them with Galaxy Fitness health club discounts Bring our aerobics, massage, weight loss, and educational programs on-site. Have us manage your on-site fitness center Business Fortune magazine recently reported the following, “After a prevention and early intervention health program was implemented at L.L. Bean, loss claims dropped by approximately 40 percent.” Please call (713) and speak with Jan Novak who is our corporate fitness expert to learn how you can add to the health of each employee, and also to your bottom line. Sincerely, Galaxy Fitness Missy Mischke Senior Marketing Manager Chapter 7- Revision Assignment

20 Chapter 8 – Persuasive Messages

21 Writing Plan For a Persuasive Requests
Opening: Capture the readers attention Describe a problem State something unexpected Suggest reader benefits Offer praise or compliments Ask a stimulating question Body: Build interest Explain logically and concisely Provide facts, statistics, expert opinions, examples and both direct and indirect benefits Closing: Motivate action

22 Persuading Subordinates
Usually requires little persuasion (Employees expect to be directed) The goal is not to manipulate employees The indirect pattern is effective only when supported by accurate, honest advice

23 Persuading the Boss Providing evidence is critical
Facts, figures, and evidence will make your claim worth considering Appeal to the receiver Use words like, “recommend, "and “suggest”

24 Writing Sales and Marketing Messages
Opening: Gain Attention Gain attention by offering special offers, benefits, compliments, facts, product features, testimonials, ect. Body: Build interest Explain more in depth Closing: Motivate Action Offer a gift, incentive, guarentee satisfaction Set a deadline for action

25 Successful email Sales and Marketing Messages
Use a catchy or interesting subject line that will intrigue the reader to open the Keep the information “Above the fold” Keep the message short Convey urgency Include testimonials Provide a way to opt out

26 Other Media in Business….
Blogs: this can provide customers with updated news on a company if they choose to follow it Wikis: This a way to easily share file and information RSS: This can get information out to clients on a more personal and frequent basis Podcasting: Content rich with audio and video for advertising and websites

27 Chapter 8- Revision Assignment
February 16, 2010 Mrs. E. R. Churchill 224 Oak Grove Avenue Chapel Hill, NC Dear Mrs. Churchill, We appreciate receiving your recent letter requesting that a curve in Highway 35 be rebuilt. The Department of Transportation shares your concern about the safety of the stretch between Mount Vernon and Pittsboro. Highway 35 as you mentioned has many hills, curves, and blind spots. However its accident rate is 4.05 per million vehicle miles, which is far from the worst in the state. In fact at least 49 other state highways have worse safety records. At this point in time I want you to know that we do have studies underway that will result in the relocation of sections of highway 35 to terrain that will provide safer driving conditions. As you are aware such changes take time. We must coordinate our plans with town, county, state, and federal authorities. Money is assigned to these projects by priority, and Highway 35 does not have top priority. Also accidents along Highway 35 are not concentrated at any one curve; they are spread out over the entire highway, which makes finding the best fix difficult. For all of the above reasons we do not anticipate immediate rebuilding of any curves on Highway 35. In the near future we do plan to install guardrails, and we will be certain to place a guardrail at the curve that concerns you. We appreciate your concern for safety Mrs. Churchill. Please write to us again if you have any other ideas for reducing accidents. Sincerely, Mitchell M. Overton Office of Safety and Speed Management Chapter 8- Revision Assignment

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