1. HOW TO WRITE A LETTER

2. Communication is an essential function of an enterprise: it is the conduit through which an enterprise/company speaks to its customers It is management’s mechanism for influencing employees and directing the work they do It is the means through which employees provide the information and feedback that management needs to make sound decisions

3. People who are good communicators are more successful at advancing in their careers When they speak to a group, write a letter or talk, their messages are thought out, focused and purposeful They use every communication opportunity to engage people, share information, or advance their agenda Effective leaders excel at communicating purpose, ideas, and direction to others, they are consistent in their communication – inspires confidence

4. A business letter: -is written on the organization’s stationery -is typically addressed to an external audience: customer, supplier, shareholder, government agency Principles of good writing :  An understanding of your reader  A logical structure  An appropriate style  Brevity  Accuracy  Clarity

5. It has some unique characteristics :  -Format  -Structure  -Goodwill effect

9. There are a number of conventions that should be used when writing a formal letter and a formal business letter:  You should try to write as simply and as clearly as possible and not to make the letter longer than necessary  Never use informal language like contractions and jargon  Use brief, informative sentences and short paragraphs

10. ADDRESSES 1. YOUR ADDRESS The return address should be written in the top right-hand corner of the letter/top left- hand 2. THE ADDRESS of the person you are writing to The inside address should be written on the left, starting below your address

11. DATE Can be put on different sides of the page You can write this on the right or the left line after the address you are writing to Write the month as a word Month, day, year

12. SALUTATION OR GREETING 1. Dear Sir or Madam, If you do not know the name of the person you are writing to, use this. It is always advisable to try and find out a name 2. Dear Mr. Jenkins If you know the name use the title (Mr., Mrs. Miss, Ms, Dr, Captain, Professor, Lord) You can use Ms which is for married and single women

13. ENDING THE LETTER 1. Yours faithfully If you do not know the name of the person 2. Yours sincerely If you know the name of the person 3. your signature Sign your name, then print it underneath the signature. If you think the person you are writing to might not know whether you are male or female, put your title in brackets after your na me

14. CONTENT OF A FORMAL LETTTER 1.First paragraph Should be short and state the purpose of the letter – to make an application, enquiry, complaint, request, express an intention 2. Middle paragraph(s) Should contain the relevant information behind the writing of the letter Keep the information to the essentials

15. Concentrate on organizing it in a clear and logical manner rather than expanding too much 3. Last paragraph Should state what action you expect the recipient to take – to refund, send you information, invite for an interview

16. ABBREVIATIONS USED IN LETTER WRITING asap - as soon as possible cc – carbon copy enc – enclosure (when you include other papers with your letter) pp – per procurationem (a Latin phrase meaning that you are signing the letter on somebody else’s behalf) ps – postscript pto (informal) – please turn over RSVP – please reply

17. TECHNICAL LAYOUT OF A LETTER LETTERHEAD NAME AND ADDRESS DATE REFERENCE SALUTATION SUBJECT MATTER COMMUNICATION COMPLEMENTARY CLOSE BLOCK SIGNATURE ENCLOSURE

18. MAIN STEPS 1.identify your aims Clearly establish what you want to achieve from the letter – whether it is to give or ask for information, to win back a dissatisfied customer or to reprimand an employee 2. establish the facts Make sure you have the relevant accurate facts available: relevant invoices, complaint forms, previous correspondence

19. 3. know the recipient of the letter Write in the language of your recipient to generate the desired response 4. create a sample copy Having established your aims, write down the main points of your letter 5. decide on the layout of the letter The physical appearance of your letter consists on the paper and envelope. Quality envelopes and papers suggest a professional company

20. A LETTER OF ENQUIRY Is written to enquire about an issue from a higher authority Is drafted to get some more information which is not available on websites, brochures, literature of the product Is written by a customer to the company seeking information about a new product or a service, by a student to a university to get information about a course

21. The letter has to use formal language with positive tone It has to be to the point, short and precise It should give out the main purpose in the first few lines so that the reader can clearly understand the motive It has to clearly state the issue and aspect of the issue you want to enquire about

22. SUGGESTIONS - has to be printed on a company’s letterhead if used for professional purpose - it should have the sender’s and receiver’s address with the date - it should begin with the word ‘Dear‘ followed by the name of the person - use the reference line -in the opening paragraph you should introduce yourself and your company and give the reason for writing

23. - in the first paragraph, the letter has to explain where from you have found out about the product you are asking about - request a catalogue, a brochure, price list, samples (I would be grateful if you could send me a brochure) - you should ask about the seller’s terms on delivery, discount, packaging, time-frame for supply, costs, mode of dispatch - request an early reply to the enquiry to be transformed into an order in future - finish the letter with a call to action or reference to a future outcome or desire (I look forward to hearing from you);

24. 1.Opening: – Tell your supplier what sort of firm you are; – “Our company is a subsidiary of Universal Business Machines and we specialize in….” – How did you hear about the firm you are writing to? It might be useful to point out that you know a firm’s associates, or that they were recommended to you by a consulate or Trade Association: – “You were recommended to us by Mr. John King of Lawson and Davies, Merchant Bankers”

25. It is possible to use other references: “We were impressed by the selection of gardening tools that were displayed on your stand at this year’s Gardening Exhibition held in Hamburg” 2. Asking for catalogues, price lists, prospectuses” “Could you please send your current catalogue and price list for exhibition stands? We are particularly interested in furniture display stands”

26. 3. Asking for details When asking for goods or services you must be specific and state exactly what you want. If you reply to an advertisement you should mention the journal or newspaper, the date and quote any box number or department number given: “I am replying to your advertisement in the September edition of Tailor and Cutter. I would like to know more about the steam pressers which you offered at cost price”

27. 4. Asking for samples, patterns, demonstrations You might want to see what a material or item looks like before placing an order. Most suppliers are willing to provide samples or patterns so that you can make a selection, or you could be invited to visit a showroom, or the supplier would offer to send a representative “We would also appreciate if you could send some samples of the material so that we can examine the texture and quality”

28. 5. Suggesting terms, methods of payment, discounts Firms sometimes state prices and conditions in their advertisements or literature and they may not like prospective customers making additional demands. However, it is possible to mention that you usually expect certain concessions. It may indicate that certain conditions may persuade you to place an order: “We usually deal on a 30% trade discount basis with an additional quantity discount for orders over 1,000 units.”

29. 6. Asking for goods on approval or on sale or return Sometimes wholesalers and retailers want to see how a line will sell before placing a firm order with the supplier 7. Closing You could mention that a prompt reply would be appreciated, or that certain terms and guarantees would be necessary: “Prompt delivery would be necessary as we have a fast turnover. We would therefore need your assurance that you could meet all delivery dates”

31. ANSWER TO A LETTER OF ENQUIRY The letter starts by thanking to the person who made the enquiry (We would like to thank you for your letter of… requesting information about our new product) – acknowledging the receipt Explain the action taken as a consequence of the enquiry Make suggestions, justify recommendations, point out pros and cons

32. Apologize and reject proposals (The best choice would be… I suggest that you…) Stipulate action to be taken (I shall arrange for, I shall see to it that…) Establish goodwill and suggest contact (I hope this information will be useful to you, I look forward to receiving your confirmation of… Please feel free to contact me if you have any further queries on… Please do not hesitate to contact me if I can be of further assistance)

33. Provide requested material (We are pleased to enclose…) Provide additional information (We would also like to inform you) It is very important to make a good impression when responding to inquires from potential customers Your goal is to make your reader make a decision quickly and respond in a timely manner

34. 1. Opening: Mention your prospective customer’s name Thank the writer for his/her enquiry Mention the date of his/her letter and quote any other references that appear 2. Confirming that you can help Let the writer know as soon as possible if you have the product or can provide the service he/she is enquiring about: “We have a wide selection of sweaters that will appeal to all ages, and in particular the teenage market which you specified”

35. 3. Selling your product Encourage or persuade your prospective customer to do business with you. A simple answer that you have the goods is not enough. Mention one or two selling points of your product, including any guarantees you offer. “We think you have made an excellent choice in selecting this line, and once you have seen the samples we are sure you will agree that this is unique both in texture and colour.”

36. 4. Suggesting alternatives If you do not have what the enquirer has asked for, but have an alternative, offer it to him. But do not criticize the product he originally asked for. “…and while this engine has all the qualities of the model you asked for, the “Power drive” has the added advantage of having fewer moving parts, so less can go wrong. It also saves on oil as it…”

37. 5. Referring the customer elsewhere It is possible that you may not handle the order or answer the enquiry. Tell him, and if possible refer him elsewhere “We no longer manufacture pure cotton shirts as their retail price tend only to attract the upper end of the market. However, if you are still set on pure cotton garments, we advise you to contact Louis Fashion Ltd. at…”

38. 6. Catalogues, price-lists, prospectuses, samples Make sure that you enclose current catalogues and price lists if you are sending them. And if prices are subject to change, then let your customer know. And if you are sending samples, let your customers know they will follow the letter immediately by separate post.

39. Demonstrations, representatives, showroom visits Certain products, e.g. heavy equipment, machinery, installations, may need demonstrating. In these cases the company might send a representative or adviser if equipment is to be installed. They could suggest that the customer visits their agent: “as the enclosed illustrated booklet cannot really show the efficiency of the …., we can send our representative to you with a model of the machine, and he can give you a demonstration”.

40. closing Always thank the customer for writing to you. If you have not done so in the beginning of the letter, you can do so at the end. You should also encourage further enquiries: “we would like to thank you for writing to us and would welcome any further points you would like us to answer”

41. quotations 1. prices When a manufacturer, wholesaler or retailer quotes a price, he may or may nor include other costs and charges such as transport, insurance, taxes. Prices which include extra costs are known as gross prices; those which exclude them are known as net prices. “we can quote you a gross price, inclusive of delivery charges, of 37,50 Euros per 100 items. These goods are exempt from VAT.”

42. A firm’s quotation is not necessarily legally binding, they do not always have to sell you the goods at the price they quoted in their reply to an enquiry. However, when prices tend to fluctuate, the supplier will add a provision to their quotation stating that their prices are subject to change.

43. 2. transport and insurance costs In commerce there are a number of abbreviations that explain which price is being quoted: Ex-works (factory, mill) – the buyer will have to pay all the costs once the goods have left the factory F.o.r. (free alongside ship) – there are no extra charges up to taking the goods to the side of the ship

44. F.o.b. (free on board) – loading on to the ship is included in the price quoted C.&f. (cost and fright) – the price includes cost and shipping to the destination named insurance not included C.i.f. (cost insurance and freight) – the price includes all costs up to the named destination: 500 Euros c.i.f Bombay Franco quay – includes all costs up to the importer’s dockside Carriage paid (c.p. or C/p) – charges will be paid by the sender Carriage forward (c.f. or C/f) – the transport charges are paid by the receiver

45. 3. discounts Manufacturers and wholesalers sometimes allow discounts to be deducted from the net or gross price. They may also allow: trade discount to sellers in similar trades; or quantity discount for orders over a certain amount; or cash discount if payment is made within a certain time; or a loyalty discount when firms have long associations

46. 4. methods of payment When quoting terms, you may require or suggest, any of several methods of payment: letter of credit, bill of exchange 5. quoting delivery If the enquiry specifies a delivery date, confirm that it can be met, or if not, suggest an alternative date Do not make a promise that you cannot keep, it will give you a bad reputation If delivery time is condition of ordering, the customer could sue you if you break the contract