Chapter 8 Writing to Clients and Customers Business Communication Chapter 8 Writing to Clients and Customers Copyright 2010 South-Western Cengage Learning

Neutral or Positive Messages Chapter 8 Section 8.1

Planning Neutral or Positive Messages Business messages are written to achieve a purpose. To improve their chances for success, a sender should consider messages from the receiver’s point of view.

Steps in Planning a Message Identify the objective Identify the main idea Determine the supporting details Adjust the content to the receiver © Photodisc / Getty Images Planning is an important part of the writing process. 8.1 Neutral or Positive Messages

PLANNING A POSITIVE MESSAGE Identify the Objective To make an offer of employment Identify the Main Idea Company offers applicant a position as a training director in the Services Department Determine the Supporting Details Impressed with applicant’s knowledge of the company and good work attitude Annual salary of $62,000 paid biweekly Starting date is July 1 Conditions of employment Decision needed within one week Adjust the Content to the Receiver Applicant is knowledgeable about the job requirements and the company Applicant will be eager to hear from the company

Organizing Neutral or Positive Messages Direct order is used Main idea comes first Supporting details follow the main idea Furnish explanations State conditions Answer receiver’ Closing builds goodwill 8.1 Neutral or Positive Messages

Main Idea State in the first paragraph Include in the first or second sentence State clearly and concisely Emphasize by keeping the introductory paragraph short One or two sentences No more than four lines

Supporting Details Details that clarify the main idea and help the receiver Furnishes necessary explanations States conditions of the main idea Answer’s the receiver’s questions One or more paragraphs Each paragraph has … A central idea Repeats key words Lists important points Keep paragraphs short—8 lines or less

Goodwill Closing Friendly and courteous Leaves a favorable impression with the receiver Identifies any action required Use the receiver’s name in the closing to add a personal touch Soft Sell A subtle or low-pressure appeal used in an attempt to sell a product or service EX. Thank you for your order. You may want to visit our store during our Anniversary Sale. All personal computers will be reduced 25 percent.

Writing Neutral Messages Main idea neither positive or negative Receiver’s are not being persuaded to do anything Routine requests Message that asks for information or action that the sender thinks will be done willingly Should provide enough details for the receiver to understand the request and respond easily 8.1 Neutral or Positive Messages

Effective Routine Request States the main idea Explains the request Makes it easy to respond 8.1 Neutral or Positive Messages

Writing Neutral Messages Claims Message that requests a refund, an exchange, or a discount on merchandise or services Written in direct order 8.1 Neutral or Positive Messages

Claim Message 8.1 Neutral or Positive Messages

Writing Positive Messages Assume the receiver will react favorably Use direct order Examples: Orders Positive responses to requests Friendship messages Acknowledgments © Stockbyte / Getty Images Friendship messages are sent to build goodwill. 8.1 Neutral or Positive Messages

Orders Requested via purchase order form, e-mail, or letter Provide details such as: The stock number or catalog number for items A description or items Quantity ordered, unit cost, and total cost Method of shipment Buyer’s name and shipping address Method of payment 8.1 Neutral or Positive Messages

Effective Order Letter States the Items ordered States where to send items and payment method 8.1 Neutral or Positive Messages

Positive Response to a Request Gives a positive response to the request Provides necessary details Makes necessary requests Ends with a courteous, positive statement May include a reminder of desired action May include a soft sell in the closing 8.1 Neutral or Positive Messages

Effective Positive Response Gives the positive response Gives supporting details States action to be taken 8.1 Neutral or Positive Messages

Goodwill Message An acknowledgement or friendly message designed to build relationships Examples Express congratulations, sympathy, welcome, or appreciation Expend invitations Acknowledge an order or receipt of something

Friendship Messages Says nonverbally to the receiver “I want a positive relationship with you.” May or may not need supporting details Sympathy—details are not appropriate Invitation—details are appropriate

Acknowledgments Message that tells a sender that a message or item has been received. Objective is to build goodwill May also be used to inform the receiver that a request cannot be filled right away

Assignment Define the following vocabulary words: Soft Sell Routine Request Claim Order Goodwill Message Acknowledgment Write definitions in notes or type and save as Chapter 8 Vocabulary in your PLC folder. Complete 8.1 Applications

Negative Messages Chapter 8 Section 8.2

Negative Messages . . . Convey news that will disappoint the receiver. Types of Negative Messages Deny requests Decline to supply information Refuse credit Reject a proposal 8.2 Negative Messages

Planning Negative Messages Careful planning and organizing are required to give the bad news and yet maintain goodwill. Tone should reflect a sincere concern for the receiver’s interest Use Indirect order Reasons or details first Bad News last 8.2 Negative Messages

PLANNING A NEGATIVE MESSAGE Identify the Objective Give the negative news Identify the Main Idea State the negative news in a positive tone that reflects an interest in the reader Determine the Supporting Details Give logical reasons for the bad news Identify benefits to the reader, if possible Identify other details that may be helpful to the reader Adjust the Content to the Receiver Consider the reader’s concerns and probable reaction to the bad news

Organizing Negative Messages Begin with a neutral opening Explain the reasons for the negative news State or imply the negative news Close on a positive note; if possible offer an alternative © Blend Images / Getty Images A neutral opening builds trust and does not give bad news. 8.2 Negative Messages

Neutral Opening Statements that do not imply a positive or a negative response to the receiver Does not mislead the receiver into thinking the response is positive Does not discourage the receiver by revealing the negative news Do not refer to the date of the receiver’s previous message

Avoid Negative Words or Phrases USE Unable Appreciate Regret to tell you Agree with you A problem exists Thank you Unfortunately

Reasons for the Negative News Supporting details One-two paragraphs Give explanation of reasons for negative news Tell how reasons will benefit the receiver DO NOT cite company policy for denying a request to avoid damaging goodwill between company and customers

The Negative News Itself Logical presentation of reasons = expectation of negative news Imply instead of state negative news using positive language Use an IF clause and focus on what you CAN do instead of what you cannot do Avoid Personal pronouns—I, me, my, mine, we, ours, us, you, yours

Neutral Examples Ineffective Effective Serving on such an important committee would be a pleasure. We would like to repair your cell phone, but company policy forbids it. I cannot send your order today. Thank you for asking me to serve on the Improvements Committee. Providing free repair of cell phones out of warranty would add greatly to the retail prices of our phones. For example . . . If I could, I would send your order today. Your order will be sent as soon as we receive the shipment from our supplier.

The Closing Purpose of the closing is to maintain or build goodwill Close on a positive note DO NOT mention or remind the receiver of the negative news again DO NOT apologize because you cannot accommodate the receiver Offer another option (most problem situations have more than one solution. Close with a softsell

Writing Negative Messages Request Denial A message that does not grant or approve another person’s request Use indirect order Give reasons for the negative response Credit Refusal A message that denies credit to an applicant The sender should explain the reasons tactfully The goal is to refuse credit but maintain the person as a customer 8.2 Negative Messages

Effective Negative Message Opening is neutral Body gives reasons for bad news Closing includes a soft sell 8.2 Negative Messages

Writing Messages with Both Positive and Negative News The positive news is the first idea The negative news is the second idea Use indirect order with the good news as the opening Follow with reasons for the bad news and the bad news itself 8.2 Negative Messages

Facts or Opinions Reading for information To solve problems To make decisions Distinguishing between facts and opinions Facts: statements that can be proved to be true or correct Opinions: views or conclusions reached by someone 8.2 Negative Messages

Assignment Define the following vocabulary words: Neutral Opening Request Denial Credit Refusal Fact Opinion Write definitions in notes or type and save as Chapter 8 Vocabulary in your PLC folder. Complete 8.2 Applications

Persuasive Messages Chapter 8 Section 8.3

Persuasive Message A message that tries to convince the reader to take an action. Examples: Team leader tries to persuade team members to work overtime to complete a project Employee tries to persuade other employees to use a new form Salesman tries to persuade customers to place orders Collections department tries to persuade customers to pay their bills

Planning Persuasive Messages Identify a reason for them to do something Show readers they have a need to do what you want them to do Need must be theirs not yours Using a new form to make your job easier IS NOT their need but yours Using a new form to make their job easier IS their need 8.3 Persuasive Messages

Needs Achievement Recognition Comfort Convenience Physical well-being Money Analyze the audience to determine their needs. Relate the action you want readers to take to those needs

PLANNING A PERSUASIVE MESSAGE Identify the Objective Get the receiver to take an action or refrain from taking an action Identify the Main Idea Show that the requested action will benefit the receiver Determine the Supporting Details Give information that will convince the receiver to do as you request Adjust the Content to the Receiver Consider the reader’s concerns, needs, and probable reaction to the request

Planning Persuasive Messages Organized in Indirect order Decide the need before making the request After readers understand the need, they are more likely to agree to the solution—acting as you request

Organizing Persuasive Messages Gain the reader’s attention Show a need or benefit Explain your solution to that need (your request) Present the supporting information Ask for a specific action © Digital Vision / Getty Images In a persuasive message, the writer must overcome resistance to change. 8.3 Persuasive Messages

Gain the Reader’s Attention Introduce the topic in an interesting and relevant way Goal is to capture the reader’s attention First Paragraph should introduce the topic—not make a request Describe a problem related to the request Remind reader of a goal related to the request Present a “what if” situation related to the request Tell coworkers you know of an opportunity they will not want to miss

Present Supporting Details Show a Need Explain Your Solution Explain the need from the reader’s point of view Explain how he or she can meet that need—by doing as you request Present Supporting Details Address any obvious obstacles Emphasize your primary appeal

Obstacle Primary Appeal Something that hinders or prevents progress or achieving a goal Resistance to change Lack of time, energy, and/or money The most convincing point in a persuasive message The one thing most likely to attract reader’s attention and motivate them to act

Ask for a Specific Action Clearly indicate the action the reader must take to approve or grant the request Action suggested must be easy to do Include a deadline Explain how quickly approving your request will save time and/or money

Types of Persuasive Messages Sales messages Message that tries to convince a customer to purchase a product or service Collection messages Message that tries to convince a customer to pay a past-due bill 8.3 Persuasive Messages

Stages of Collection Messages Reminder stage Assumes customer has forgotten to make a payment Strong reminder stage Sent when customer has not responded to the first reminder Discussion stage Purpose is to obtain full payment or partial payment; explanation is sought Urgency stage Purpose is to obtain payment; tells customer what will happen if payment is not made immediately

Effective Sales Message Gains attention and shows a need Gives a solution Gives supporting details Asks for specific action 8.3 Persuasive Messages

Proposals Documents that describe a need and recommend a solution Internal or External Request for proposal (RFP) Document that outlines needs or problems to be solved Solicited proposal Unsolicited proposal Receiver has not requested the proposal Organization and content vary but most contain certain elements 8.3 Persuasive Messages

Elements of a Proposal Introduction Background Need Scope of project Summary of proposal Background Optional section Described events that lead to situation Need Scope of project Outline your plan Action plan Steps needed to carry out proposal Schedule Time Needed Cost How much and link cost to benefits reader will receive Qualifications Call for action State a specific request Supporting information Additional information

Chain Letters Are a type of persuasive message Try to convince the receiver to take some action Are illegal if sent by U.S. Mail and request money or items of value 8.2 Negative Messages

Assignment Define the following vocabulary words: Persuasive message Obstacle Primary appeal Sales message Collection message Proposal Request for proposal Chain letter Write definitions in notes or type and save as Chapter 8 Vocabulary in your PLC folder. Complete 8.3 Applications