Ch06.1 - Routine Letters and Goodwill Messages

Essentials of Business Communication, Asian Edition Ch. 6–1

Chapter 6

Routine Letters and Goodwill Messages


Learning Outcomes

1. Write letters requesting information and action.

2. Write letters ordering merchandise.3. Write letters making claims.4. Write letters responding to information

requests.


Learning Outcomes

5. Write letters responding to customer orders.

6. Write letters granting claims.


Letterhead Island Graphics893 Dillingham BoulevardHonolulu, HI 96817-8817

line 12 or 2 lines below letterhead

Dateline September 13, 200x2 to 10 lines

Inside Mr. T. M. WilsonAddress Visual Concepts Enterprises

1901 Haumualii HighwayLihue, HI 96766

1 blank lineSalutation Dear Mr. Wilson:

Letterhead Island Graphics893 Dillingham BoulevardHonolulu, HI 96817-8817

line 12 or 2 lines below letterhead

Dateline September 13, 200x2 to 10 lines

Inside Mr. T. M. WilsonAddress Visual Concepts Enterprises

1901 Haumualii HighwayLihue, HI 96766

1 blank lineSalutation Dear Mr. Wilson:

Parts of a Business Letter


1 blank line

Subject Line SUBJECT: BLOCK LETTER STYLE1 blank line

Body This letter illustrates block letter style, about which you asked. All typed lines begin at the left margin. The date is usually placed two inches from the top edge of the paper or two lines below the last line of the letterhead, whichever position is lower.If a subject line is included, it appears two lines below the salutation. The word SUBJECT is optional. The complimentary close appears

1 blank line

Subject Line SUBJECT: BLOCK LETTER STYLE1 blank line

Body This letter illustrates block letter style, about which you asked. All typed lines begin at the left margin. The date is usually placed two inches from the top edge of the paper or two lines below the last line of the letterhead, whichever position is lower.If a subject line is included, it appears two lines below the salutation. The word SUBJECT is optional. The complimentary close appears



two lines below the end of the last paragraph.1 blank line

Complimentary Sincerely,Close

3 blank lines

Signature Mark H. WongBlock Graphics Designer

1 blank lineReference MHW:pilInitials

two lines below the end of the last paragraph.1 blank line

Complimentary Sincerely,Close

3 blank lines

Signature Mark H. WongBlock Graphics Designer

1 blank lineReference MHW:pilInitials



Writing Plan for an Information Request

• Opening: Ask the most important question first or express a polite command.

• Body: Explain the request logically and courteously. Ask other questions if necessary.

• Closing: Request a specific action with an end date, if appropriate, and show appreciation.


Weak:I’ve been given the task of locating a convention site for my company’s meeting. I’ve checked a number of places, and your hotel looks possible.

Improved:Will you please answer the following questions regarding possible accommodations at the Hyatt Regency for a conference in May.

Improving Openers for Routine Request Letters


Weak:While reading WIRED magazine, I noticed an offer of a free video describing your Web-building software.

Improved:Please send me your free video describing your Web-building software.




Weak:I am conducting a training class for students of photography at the Lincoln Training Center, and I saw a picture that we would like to use in our program.

Improved:What is the procedure for ordering a copy of a photograph to be used for training purposes?


Weak:Thanks for any information you provide.

Improved:We would appreciate receiving answers to these questions before April 4 so that we will have plenty of time to plan our conference.

Improving Closings for Routine Request Letters


Weak:Hoping to hear from you at your earliest convenience.

Improved:Please send the video by August 15.




Weak:Thank you for your cooperation.

Improved:Your answer to my inquiry will help me make my printer choice. Thanks!


• I would like to know if the Hyatt Regency can provide accommodations and meeting rooms for 250 GeoTecstaff for a conference between 10-14 May 2008.

• Our spring sales conference is scheduled for next May, and I am collecting information for our planning committee. Please also answer the following additional questions.* Does the hotel have a banquet room that can seat

250?* Do you have at least four smaller meeting rooms,

each to accommodate a maximum of 75?


* What kind of computer facilities are available for electronic presentations?

• We would appreciate receiving answers to these questions before 10 December 2007 so that we will have plenty of time to plan our conference.

• Yours sincerely,• Carol A. Allen• Carol A. Allen• Corporate Travel Department


Writing Plan for an Order Request

• Opening: Authorize purchase of items. Suggest method of shipping.

• Body: List items vertically. Provide quantity, order number, description, and unit price.

• Closing: Request shipment by a specific date. Tell method of payment. Express appreciation.


Writing Plan for a Simple Claim

• Opening: Describe clearly the desired action.• Body: Explain the nature of the claim. Tell why

the claim is justified. Provide details regarding the action requested.

• Closing: End pleasantly with a goodwill statement. Include end dating if appropriate.


• Weak• You call yourselves Sweet Sounds, but all I’m

getting from your service is sour notes! I’m furious that you have your salespeople slip in unwanted services to boost your sales.

• Improved• Please credit my VISA account, No. 000-0046-2198-

9421, to correct an erroneous charge of $299.


• On August 8, I purchased a Panatronic VCR form the Sweet Sounds at Tsim Sha Tsui. Although the salesperson discussed a three-year extended warranty with me, I decided that I did not want to purchase that service for $299. However, when my credit card statement arrived this month, I noticed an extra $299 charge from Sweet Sounds, Inc. I suspect that this charge represents the warranty I declined.


• Enclosed is a copy of my sales invoice along with my VISA statement on which I circled the charge. Please authorize a credit immediately and send a copy of the transaction to me at the above address.


• Weak• How can you hope to stay in business with such

fraudulent practices? I was expecting to return this month and look at CD players, but you can be sure I’ll find an honest dealer this time.

• Improved• I’m enjoying all the features of my Panatronic

VCR and would like to be shopping at Sweet Sounds for a CD player shortly.


Writing Plan for Granting Claim

• Subject Line (optional): Identify previous correspondence.• Opening: Grant the request or announce

an adjustment immediately.• Body: Provide details about how you are

complying with the request. Try to regain the reader’s confidence. Include resale or sales promotion if appropriate.

• Closing: End positively with forward-looking thought. Express confidence in future business dealings.


Writing Plan for a Letterof Recommendation

• Opening: Identify the applicant, the position, and the reason for writing. Establish your relationship with the applicant.

• Body: Describe applicant’s job duties; give specific examples of skills and attributes. Compare with others in field.

• Closing: Summarize applicant’s significant attributes. Offer an overall rating. Draw a conclusion regarding therecommendation.


• Weak• In response to your recent complaint

about a missing shipment, it’s very difficult to deliver merchandise when we have been given an erroneous address.

• Improved• You should receive by February 25 a

second shipment of the speakers, VCRs, headphones, and other electronic equipment that you ordered January 20.


• Weak• Although we feel that it is entirely

appropriate to charge you shipping and restocking fees, as is our standard practice on returned goods, in this instance we will waive those fees.

• Improve• Over the years our customers’ respect has

made us successful, and we hope that the prompt delivery of this shipment will retain yours.


1. Letters of appreciation• To customers for their business• To hosts and hostesses for their

hospitality• To colleagues for jobs well done• To individuals who have performed

favors

Three Kinds of Goodwill Messages


2. Letters of congratulation• For engagements, marriages, anniversaries,

births• For promotions, appointments• For awards• For any significant event




3. Letters of sympathy• To console a friend, relative, or loved one


Typical Greeting Card Thank-You MessageIt's wonderful to visit

with someone as nice as you–You make your guests feel so at home

by everything you do.So this just comes to thank you

in a warm and special way–For your hospitality was enjoyed

much more than words can say!

Goodwill Messages:Cards or Personalized Letters?


Personalized Thank-You Letter

Dear Professor and Mrs. Shelton:

Thanks for inviting the other members of our business club and me to your home for dinner last Saturday.

The warm reception you and your wife gave us made the evening very special. Your gracious hospitality, the delicious dinner served in a lovely setting, and the lively discussion following dinner all served to create an enjoyable evening that I will long remember.

Dear Professor and Mrs. Shelton:

Thanks for inviting the other members of our business club and me to your home for dinner last Saturday.

The warm reception you and your wife gave us made the evening very special. Your gracious hospitality, the delicious dinner served in a lovely setting, and the lively discussion following dinner all served to create an enjoyable evening that I will long remember.




Personalized Thank-You Letter

We appreciate the opportunity you provided for us students to become better acquainted with each other and with you.

Sincerely,

We appreciate the opportunity you provided for us students to become better acquainted with each other and with you.

Sincerely,


• Be selfless. Discuss the receiver, not the sender.

• Be specific. Instead of generic statements (You did a good job), include special details (Your marketing strategy to target key customers proved to be outstanding).

The Five Ss

Tips for Writing Goodwill Messages


• Be sincere. Show your honest feelings with conversational, unpretentious language (We're all very proud of your award).

• Be spontaneous. Strive to make the message natural, fresh, and direct. Avoid canned phrases (If I may be of service, please do not hesitate . . . . ).

The Five Ss




• Keep the message short. Remember that, although they may be as long as needed, most goodwill messages are fairly short.

The Five Ss


Cover three points in gift thank-yous. • Identify the gift.• Tell why you appreciate it.• Explain how you will use it.

Writing Thank-Yous


Be sincere in sending thanks for a favor. • Tell what the favor means to you.• Avoid superlatives and gushiness.• Maintain credibility with sincere, simple

statements.

Writing Thank-Yous


Writing Thank-Yous

Offer praise in expressing thanks for hospitality. As appropriate, compliment the following:

• Fine food• Charming surroundings• Warm hospitality• Excellent host and hostess• Good company


Answering Congratulatory Messages

Respond to congratulations. • Send a brief note expressing your

appreciation.• Tell how good the message made you feel.

Accept praise gracefully.• Don't make belittling comments (I'm not

really all that good!) to reduce awkwardness or embarrassment.


Refer to the loss or tragedy directly but sensitively.

• In the first sentence mention the loss and your personal reaction.

• For deaths, praise the deceased. Describe positive personal characteristics (Howard was a forceful but caring leader).

Extending Sympathy


Extending Sympathy

• Offer assistance. Suggest your availability, especially if you can do something specific.

• End on a reassuring, positive note. Perhaps refer to the strength the receiver finds in friends, family, colleagues, or religion.


End

Documents

Ch06.1 - Routine Letters and Goodwill Messages