Business Communication: Guidelines for letter

                                             Chapter-10A: MEMO WRITING / Inquiry / request

Memo Writing Memo writing is something of an art form. A letter is not a memo, nor is a memo a letter. A memo is a short, to the point communication conveying your thoughts, reactions or opinion on something. A memo can call people to action or broadcast a bit of timely news. With memo writing, shorter is better. As with all writing, memo writing needs a structure. Because they are short, rambling meanderings will soon destroy the memo’s effectiveness and become a waste of productive time to those that read it and to the person who wrote it. If you have something longer than a page, it’s better to send it as an attachment or a document that follows the memo used as a cover letter. Never make a memo too long. If someone takes a glance at a memo that appears to be too long, there’s a good chance it will be set aside for a time when they aren’t busy. This can defeat your memo’s purpose which is timely communication. Basic Formats Memos can be approached in different ways depending on your purpose: 1.        Decide if it’s to be persuasive or informative. While many memos are a combination of the two (“In order to process your claim promptly, please submit it no later than January 15.”), sometimes memos have to be one or the other for the reader to take the appropriate action. A persuasive memo engages the reader’s interest before issuing a directive, where as an informative memo outlines the facts and then requests the reader’s actions.   2.        Clearly state the purpose of communication in the subject line. Most memo formats have the basics of the header, like “to,” “from” and “date” in place. But you have a responsibility to make the subject line as descriptive as possible so the reader understands the intent. A memo simply titled “Vacation Time” might appear to be good news – until the document explains that vacation time won’t be granted unless first requested in writing. Thus, a better memo title might be “New Vacation Time Request Policy".   3.        Write memos with purpose and make that purpose known in the first paragraph. Needless memo writing should be a crime across all states. One way to make sure no one reads or heeds memos is to send them out for the slightest issue. Try to avoid doing this. Also, outline the purpose and the desired action in the memo’s first paragraph. Readers will become conditioned to the importance of a memo and gain that knowledge as soon as they open it.   4.        K.I.S.S. – Keep It Simple, Silly. Most memo formats accommodate one page of information. This means that the topic details should be concise, with clear directives and contacts for follow-up. If it’s a complex topic extending into multiple pages, still keep the language as direct as possible, add headings or bullets to guide the reader and conclude with a summary paragraph of key points. Reinforce the reader’s necessary action. At the end of the memo, specifically direct the reader to the desired action.   5.        Effective business communication improves workflow and relationships. Use the tools of memo formats and well-constructed information to your advantage. Parts of a Memo There are three basic reasons to write a memo: to persuade action to issue a directive or to provide a report. Regardless of your purpose, memos are generally divided into segments in order to organize the information and to achieve your intention. Heading The heading segment follows this general format: TO: (readers' names and job titles) CC: (any people you are copying the memo to) FROM: (your name and job title) DATE: (complete and current date) SUBJECT: (what the memo is about, highlighted in some way) Make sure you address the reader by his or her correct name and job title. Be specific and concise in your subject line. Opening Segment The gist of a memo should occur in the opening sentences/paragraphs. It's a good idea to include some information about the context, a task statement and perhaps a purpose statement. 1.        The context is the event, circumstance, or background of the problem you are solving or the directive you are giving. You can use a paragraph to establish the background and state the problem or more commonly simply use the opening of a sentence. Include only what your reader needs and be sure it is clear.   2.        In the task statement describe what you are doing to deal with a situation. If an action was requested, refer to it by a sentence opening like, "You asked that I look at...." If you want to explain your intentions, you might say, "To determine the best method of xxxxx, I will...."   3.        Finally, the purpose statement of a memo gives your reason for writing it and forecasts what is in the rest of the memo. You want to come right out and tell your reader the kind of information that's in store. For example, you might say: "This memo presents a description of the current situation, some proposed alternatives, and my recommendations." If you choose to use headings for your memo segments, you can refer to your major headings in this forecast statement to provide a guide for your reader. Summary Segment If your memo is longer than a page, you may want to include a separate summary segment. This segment provides a brief statement of the key recommendations you have reached. These will help your reader understand the key points of the memo immediately. This segment may also include references to methods and sources you have used in your research, but remember to keep it brief. You can help your reader understand your memo better by using headings for the summary and the discussion segments that follow it. Try to write headings that are short but that clarify the content of the segment. For example, instead of using "Summary" for your heading, try "New Rat-Part Elimination System," which is much more specific. The major headings you choose here are the ones that will appear in your purpose-statement forecast. Discussion Segments The discussion segments are the parts in which you get to include all the juicy details that support your ideas. Keep two things in mind: 1.        Begin with the information that is most important. This may mean that you will start with key findings or recommendations. 2.        Start with your most general information and move to your specific or supporting facts. (Be sure to use the same format when including details: strongest--->weakest.) 3.        For easy reading, put important points or details into lists rather than paragraphs when possible. 4.        Be careful to make lists parallel in grammatical form. Closing Segment You're almost done. After the reader has read your information, you want to close with a courteous ending stating what action you want your reader to take. Make sure you consider how the reader will benefit from the desired actions and how you can make those actions easier. For example, you might say, "I will be glad to discuss this recommendation with you during our Tuesday trip to the spa and follow through on any decisions you make." Necessary Attachments Make sure you document your findings or provide detailed information whenever necessary. You can do this by attaching lists, graphs, tables, etc. at the end of your memo. Be sure to refer to your attachments in your memo and add a notation about what is attached below your closing, like this: Attached: Several Complaints about Product, January - June 2007 Examples Persuasive Memorandum To: Mary McGee, Alistair Warwranka, George Lipton CC: Dorothy Barrie From: The Boss Date: June 1, 2006 Re: Need for New Memo Format I’ve noticed that we don’t seem to be able to communicate important changes, requirements and progress reports throughout the company as effectively as we should. I propose developing one consistent memo format, recognizable by all staff as the official means of communicating company directives. While I know this seems like a simple solution, I believe it will cut down on needless e-mail, improve universal communication and allow the staff to save necessary information for later referral. Please talk among yourselves to determine the proper points of memo writing and return the input to me by 12 noon. I will then send out a notice to the entire staff regarding the new memo format. Thank you for your prompt attention to this. Directive Memo To: All Staff From: The Boss Date: June 1, 2006 Re: New Memo Format Effective June 1 In order to make interoffice communications easier, please adhere to the following guidelines for writing effective memos: Clearly state the purpose of the memo in the subject line and in the first paragraph. Keep language professional, simple and polite. Use short sentences. Use bullets if a lot of information is conveyed. Proofread before sending. Address the memo to the person(s) who will take action on the subject, and CC those who need to know about the action. Attach additional information: don’t place it in the body of the memo if possible. Please put this format into practice immediately. We appreciate your assistance in developing clear communications. If you have any questions, please don’t hesitate to call me. Thank you. Technical Memo To: The Boss From: Sue Masterson Date: May 15, 2007 Re: Update on the T-12 Phase Three testing As we enter Phase Four of the T-12 testing, I wanted to provide a progress overview of the Phase Three testing. [The body of the memo might include two-four paragraphs outlining the purpose of the memo. If this is a longer memo, each paragraph will have a subhead to help guide the reader through the document. Finally, there is a summary paragraph, which features bullets highlighting the main points of each previous paragraph, and concludes the memo with a stated action required by the reader or writer.]

About Writing Writing Is Creating Meaning The wonderful thing about writing is that, contrary to popular belief, meaning is constructed as a result of writing not something worked out before you begin. Writing isn't the transcription of pre-existent knowledge; every episode of writing requires an active construction of new meaning. Purpose & Audience You may not know the purpose of a particular piece of writing at the outset, although with most technical and business writing you usually have some general purpose as well as a specific or generic audience in mind. Whether you're writing an email or an in-depth technical report or proposal, at some point in the writing process you need to be able to articulate succinctly the purpose of a given piece of writing and you need to think about the assumptions you're making about your audience. As writing proceeds, both purpose and audience will become clearer; by the time you're done you should be able to say what it is you want your readers to understand. Composing vs Revising / Editing Composing is a constructing process; it's not transcribing thought that's already in your head. When you begin, you may have only vague ideas about what you want to say—it's through writing that you sort out your thoughts, flesh them out, and organize them. Only after you've got a rough draft of your writing should you think about correctness: such things as spelling, punctuation, and grammar. That's why writing educators make a distinction between composing and editing—composing involves developing the material to make an argument or presentation; revising and editing are what you do once you have a rough version of what you want to say. However, the act of writing really does combine all three aspects of the process. You will certainly find yourself revising as you go along—the important thing is to resist the temptation to make correctness your focus too early in the process. Writing is Messy Writing is a messy business. I have notes to myself jotted on scraps of paper, on post-it notes, and on backs of envelopes. When I'm composing I keep paper handy so I can jot down ideas that I'm not sure I want to use or where I might use them. I have piles of reference material all over the desk and sometimes on the floor—I need that information handy so I can refer to something if I need to. I write all over printouts of text; I save the mess because I never know if something I've thought of might be useful later. When I cut sections from a document, I paste them into an "out-takes" file so I won't regret having lost material. There are false starts, and I get side-tracked but it's all part of the writing process. By the time I'm done, the document has been checked carefully for spelling, grammar and punctuation. It looks presentable; the mess is no longer visible. It's because the mess isn't visible in final versions that we forget that writing, of necessity, is a messy activity.

Invention Techniques Initiating and Sustaining Composing There are probably an infinite number of invention techniques; some popular ones are described below. Read about each one to see which works for you. Experiment and try to have some fun. Freewriting Set a timer for five to ten minutes (you can always keep going after the beeper's gone off but an initial time limit is great for keeping you focused) Look at the topic and mull it over, roll it over your tongue, inhale it, let it bounce around the neural pathways of your brain for a second or two Now ready? set? write! and don't stop! Keep your fingers typing or your pen moving on paper for the entire duration Get it all out; a sort of intellectual diarrhea or stream-of-consciousness writing where you write what you think as you're thinking it Don't worry about grammar, spelling, or forming sentences. Some of it won't make sense and that's okay. If you find yourself drawing a blank at some point, then just write, "I'm drawing a blank" to keep the flow going or try and articulate why you think you can't get very far with the subject There are no rules for this idea-generation technique except that 1.        you have to think (don't groan) and 2.        you can't censor yourself or read over what you've done until the timer has sounded (if you're doing this on a computer, a neat trick is to darken the screen to prevent this kind of senseless cheating) BZZZZTTTT! Time's up: now you can finally look over your stuff. Freewriting is great because sometimes you'll find you'll be able to lift off entire sections and use them in your first draft Brainstorming This is quite similar to freewriting but the organization—the way you jot down ideas—is a bit different. Instead of an endless, non-punctuated, free-flowing paragraph, you only note down key words or short phrases on a page. Set a timer, take a deep breath, and go crazy. If you get stuck, look at one of the ideas you’ve already written down and see if they don’t trigger something new. Assume nothing is self-explanatory—at this stage stating the obvious is the best way to tap into original territory. When you're done, use your word processor's cut and paste features (or arrows or color coding for you paper planners out there) to re-organize your terms and find relationships and common threads that might form subheadings. Two ways to approach brainstorming: a.        List Making Here you simply jot down a stream of words or thoughts in a list format. There are no "wrong" thoughts to be had here. Try to limit the thoughts to a certain length. Also, try to commit to either a time or page goal—write three pages or write for five minutes, no more, no less. b.        Diagramming Great for people who work visually, diagramming can be a helpful way to provide structure to papers. Ignore the top to bottom, left to write motion of writing (or right to left, as the case may be) and simply write in a free fashion. Draw circles around your ideas, link them together using lines. Draw words in unusual shapes and liberally sprinkle your page with arrows, squares, question marks, and anything else you think might help represent your idea in a visual fashion. The brainstorming process is about more than practicing writing, you should see certain patterns and questions begin to emerge. Place your brainstorm writing aside for a while and then look at it later. You might be surprised at some of the things you've come up with. It's common for brainstorming and freewriting practitioners to wonder aloud, "Could I really have written that?" Clustering / Webbing / Mapping Basically the same as brainstorming but you start with a central word written in the middle of an unlined piece of paper. As related concepts pop in your head, you indicate them as branches, arrows, in bubbles, or however you like to cluster. Some branches will lead to dead ends, others will flourish. At the end of a successful cluster session, you'll focus on the blossoming areas and will even be able to draw arrows between concepts to show their relationships. Again, no self-censorship allowed but don't beat a dead horse either. If one spark dies, return to the central or other provocative points you have scribbled in the lower right hand corner and try again. Cubing The general strategy of looking at your topic as you would a three-dimensional object with many sides. Sometimes you'll hear it called the “Many Parts Strategy” because it asks...no, pushes....you to consider your topic from a minimum of six different angles or avenues. Heuristics An impressive word that basically just means a learning aid or problem-solving technique that uses "self-education." Self-education is a bizarre but appropriate concept here because what you essentially do with any heuristic is interview yourself, tap into your own wealth of knowledge with the right drills in the right places, as it were. This is done by using questions as prompts. One popular heuristic is the list of journalistic 5 Ws (and one H!): who, what, when, where, why, and how: What am I writing about? (topic) What am I trying to say about my topic? (controlling idea) Why am I writing about my topic? (purpose) Why should my reader(s) be interested in my controlling idea? (audience) What knowledge do I have that makes me the right person to write about this topic? The Role Of Talk In Writing All of the above activities can be done orally with one or more colleagues—nowhere is it cast in stone that you have to sort out your ideas entirely on your own. You can brainstorm or cluster/web/map with other people. Chart paper is helpful here, but you could use an electronic notebook to jot down ideas as they come up in discussion. Sometimes, before attempting to capture your ideas in writing, it can be very useful to corner a colleague and say “Listen to me—“ and quickly lay out what you’re going to write about and how you might approach it. Having an audience quickly forces clarity. Reading Like A Writer Not sure how you want to tackle a particular writing task? Try “Reading Like A Writer”—Find examples of the kind writing you’re trying to do. Notice stylistic elements (tone of the writing, sentence variation, flow of ideas, formatting, etc….) and try reproducing them in your own writing as you write.

Sometime you’ll find you have a focus before you begin; other times your focus will emerge during the writing; sometimes you have to stand back and play with the emerging document to shape a focus.

Focusing Questions

• What’s most important?
• What will my readers be looking for?
• What will my readers want to know more about?
• Can I identify a logical progression of ideas here?
• Might there be a better order for the content?
• Have I captured enough of the specifics?

Developing Focus

• Get yourself a set of colored highlighter pens
• Work with a hard copy of your document
• Take one pen, quickly read through your document, highlighting everything that seems to have some kind of common theme
• Take a second pen, again quickly read through the document marking other paragraphs/sections that seem to have a different theme.
• Repeat a third and fourth time, if necessary
• Now lay out your pages according to the predominant highlighting color
• Open your document file, “Save As” using a new file name—now cut all the information that’s highlighted in other than the predominant color (Be sure to paste this material into your out-takes file—you might well want it later!)
• Now read what you have – it will certainly be shorter, and it ought to have a definite focus

Use A Reader: Ask For Feedback

• Have someone read what you’ve written—it’s useful to tell him or her just what kind of feedback you’re looking for. Another person often can see what you’re driving at more easily than you can; you’re too close to the writing

Business Letters

The Seven C's of Business Letter Writing

Effective letter writing boils down to knowing why you are writing a letter, understanding your reader's needs and then clearly writing what you need to say. Every letter should be clear, human, helpful and as friendly as the topic allows. The best letters have a conversational tone and read as if you were talking to your reader. In brief then, discover the Seven-Cs of letter writing. You should be

• Clear
• Concise
• Correct
• Courteous
• Conversational
• Convincing
• Complete

When you write a letter, you are trying to convince someone to act or react in a positive way. Your reader will respond quickly only if your meaning is crystal clear.
Put yourself in the reader’s shoes and write in a friendly and helpful tone. Don't represent your company as one that cannot make a mistake and must always be in the right. Try not to reply in the normal bland and defensive way of organizations—write a sincere and helpful letter.
Show you are interested in the reader’s circumstances. If he or she has mentioned something personal in the letter, refer to it in your reply. This builds a bridge between you and the reader. Read the original letter carefully and see if there is something you can put in your letter to show your interest.

Elements of Business Letter Writing

• Put Your Reader First
• Keep To The Point
• The Right Tone
• Write In Plain English
• Write Powerful Headings
• Write A Strong Opening
• Write A Strong Close
• Avoid Overused Phrases
• Checklist
   

Writing an effective business letter is an important skill. In this brief overview we will examine the five main steps in creating an effective business letter. With this knowledge you can quickly amend and personalize  business letters.

Main Steps

• Identify your aims
• Establish the facts
• Know the recipient of the letter
• Create sample Copy
• Decide on Physical layout of letter

Identify Your Aims

Clearly establish what you want to achieve from the letter- whether it is to win back a dissatisfied customer or to reprimand an employee. Whatever the aim, create your letter from these goals.

Establish the Facts

Make sure you have the relevant accurate facts available. For a late payer, this might include relevant invoices, complaint forms, talks with your sales department and any previous correspondence from the customer.

Know the Recipient of the Letter

Write in the language of your recipient. Try to put yourself in the position of the recipient. Read it from his point of view. Is the letter clear or open to misinterpretation.
If you know the recipient, use this knowledge to phrase the letter to generate your desired response.

Create a Sample Copy

Having established your aims, amassed the relevant facts with a conscious view of the recipient, write down the main points of your letter.

Decide on Physical Layout of Letter

The physical appearance of a letter consists of the paper and the envelope.
The first thing a recipient sees is the envelope. It is essential that it is of suitable quality with the name and address spelt correctly. Quality envelopes and paper suggest a professional company.
It is wise to make sure the envelope matches the size of the paper. While you will use 81/2 x 11 inches(A4 size) sized paper for the majority of letters - a 4 x 6 inches(A5) can be used for specific shorter letters. But insist that correctly sized envelopes are used for this A5 size paper, allowing you maintain and convey an coordinated image.

Layout Of A Letter

The following elements will constitute the formal outlay:

• Letterhead: Name, Address, Date
• Reference
• Salutation
• Subject matter
• Communication
• Signature
• Enclosures

Letterhead
This will include your company's name, address, telephone number, fax number and email address. Include your web address if available. Other information may be required depending on the legal status of your business formation. Contact your legal adviser for exact details.
Name and address
Always include the recipient's name, address and postal code. Add job title if appropriate. Double check that you have the correct spelling of the recipient 's name .
Date
Always date your letters. Never abbreviate January to Jan. 31.
Reference
These are optional. They are a good idea if you have a large volume of correspondence. These days modern word processors made this an easy task to complete and maintain.
Salutations
The type of salutation depends on your relationship with the recipient. Always try to personalize the  letter thus avoiding the dear sir/madam situation.
Subject matter
Again this is optional, but its inclusion can help the recipient in dealing successfully with the aims of your letter. Normally the subject sentence is preceded with the word Re: It should be placed one line below the greeting.
Communication
This will contain a number of paragraphs, each paragraph dealing with one point and one point only.
Signature
The signature should be clear and legible-showing you are interested in the letter and consequently the recipient. Your signature should also be followed underneath by a typed version of your name and your job title.
Enclosures
If you include other material in the letter, put 'Enclosure', 'Enc', or ' Encs ', as appropriate, two lines below the last entry.

Style

Previously we created the main points of our letter, now we must transform this into a final version. To do this, four main considerations are necessary.

• Format
• Prose
• Manner
• Accuracy

Format
• There are three main formats: blocked, semi-blocked and indented.
• The former has all entries tight against the left -hand margin. The semi-blocked format
   sets the references and the date to the right margin for filing and retrieval purposes, with
   the remaining entries placed against the left margin.
• The indented format follows the same layout as either of the above, but indents each
   paragraph by five or six spaces.
Prose
Clarity of communication is the primary goal. Don't use technical jargon if the recipient is unlikely to understand it. Short sentences are less likely to be misunderstood or misinterpreted. Be precise, don't ramble. Check each sentence to see if it is relevant. Does it add to the point ?
Manner
Always try to personalize your letters. Always try to be civil and friendly even if the subject matter is stern and sensitive. Give the impression to the recipient that some effort and thought has gone into the letter.
Accuracy
Once the final version of the letter has been created, polish it off with a final spelling and punctuation check.

Key Messages

Key messages are essential tools in all communications work. To be effective as a business / technical writer you need to quickly identify key messages and use them as a way of structuring your writing.

What Are Key Messages?

Key messages are the core of your writing. Key messages open the door to direct communication with your audience, because they bridge what your audience already knows and where you are trying to take them.
You have a point to make—whether to educate, discuss, promote or advocate. Within every text, key messages are the messages you want your audience to remember and react to. They are The Message, the essence. Within all your writing, key messages keep your writing on track with what you are trying to accomplish. Readers should always come back to your key messages.
Key messages are a means to an end. They assert your viewpoint. Key messages are opinions that you can back up with proof and case examples, which you demonstrate within your writing.
By prompting your readers to ask questions, key messages immediately get audiences involved in your issue.
Key messages prompt your audience to ask "Why"? "How"? Key Messages get your audience curious about what you have to say. Curiosity is the first step to participation.

Key Messages in Business and Technical Writing

Every piece of writing has a key message. Is it obvious? Do you know what it is? If a particular section of your writing doesn't have a key message, why is it there?
Because of the nature of reading, your key message should lead the page. Readers shouldn't have to read far to find it.
Summarize the intent of a particular piece of writing in one sentence and you have the rough beginning of your key message. In effect you’re asking yourself: “What is the one thing I want my readers to know, to consider, to think about?”

Creating Key Messages

To get your audience to ask why and how, you ask yourself the same questions from your starting assertion.
Each question helps you break down the rationale behind your intentions, and provides the step-by-step statements that back up your key message.
The only way to find your key message is to repeatedly ask yourself "Why? How?", until you come to the core, the very reason for something happening. Asking yourself these questions will reveal to yourself the information you can take for granted that your audiences need to know and understand.
Key Messages are:

• Concise: avoid jargon and acronyms
• Active: make every sentence active
• Positive: talk about what one can do, not what you can't
• Short: one memorable sentence, 10-15 seconds to say.
• Specific: address a particular challenge and audience

Tip: If the word "should" pops up in your key message, that's a red flag that there's more information to uncover. Keep digging.

Using Key Messages

Develop key messages for every part of your document. Each section should have a key message, forming the core of your information. Together, the key messages serve your communication goals.
Visualize how the following key messages can be supported by important facts, and how each draws the reader into a story about your organization. Each statement makes the reader ask: Why? How? And, each statement leads to a personal reflection by the reader, how this issue affects them, and their role in it.

• Clean water is possible with shared work and a plan.
• Learning to read will help you find the resources you need for better food and health.
• Women must take responsibility for their reproductive health.
• Men must start talking about their responsibility for protection against AIDS.
• The WAVE farmers' coalition can help you build security for your family.

Persuasive Requests

A request for cooperation, gifts, or favors, without any intention to buy or sell, is a persuasive request. This type of letter attempts to persuade the reader to spend time or money or to go to some trouble to help the writer – usually without benefit to the reader.

1. Begin with something that will interest the Reader

•         Altruistic Appeal

•         Reader-benefit appeal

•         Individual responsibility appeal

•         Personal experience appeal.

2. Follow through with the Reason for the Request

•         Emphasize an advantage to someone other than the writer

•         Compliment the Reader

3. State the Request in Definite and Specific Terms

4. Stimulate action with closing remarks

5. Reflect an optimistic Outlook

Study the following letter has a persuasive request.

Dear Residents

    The Welfare Society of G-Block is conducting a survey of our members in an attempt to obtain information which will help in improving the quality of our services and thereby benefiting our worthy members. The information received from you will help us in identifying the problem areas.

  In addition, our project Review Committee can benefit from information regarding strength and weaknesses of our programming as well as suggestions for improving them.

 Other members and I eagerly await your reply. Please return the survey in the enclosed envelope by September 20.

                                                                                                                            Yours Sincerely,

Replies to Inquiries

     Use the direct plan when you say yes to an inquiry or request, and be sure to follow the suggestions listed here in your reply.

   

1. Give the Exact Information Requested

•         Say in the first sentence that you are granting the request or answering the inquiry. A common error in answering inquiries is failure to answer some of the questions asked. Prevent this common error by marking on the letter of inquiry the points or questions to be addressed. Before you send your reply, double-check with the original letter to see that each point or question has been adequately covered.

•         When answering yes to a request for an appointment or reservation, repeat in your letter all the details such as date, time, and place.

 

  

 The following letter shows an answer to a request for a reservation:

Dear Mr. Ali,

    We are happy to receive your registration form and deposit for the 21st Century Marketing Conference to be held April 3-7 in Lahore.

        The Lahore Hilton has set aside a block of rooms at a special discounted rate for conference attendees. The rate is Rs. 1000 for a single, Rs. 1500 for a double. To make reservations, call 00 – 11 - 22 before February 1.

  

    Pakistan International Airlines is offering conference attendees up to 40 percent off the regular fares. To make flight reservations, call 800-684-4000, and refer to identification number J0969.

  

    When you arrive at the conference, be sure to register before noon on Monday, April 3, so that you can attend the 1:00 p.m. special roundtable discussion by market analysts.

                                                                                                                                                 Yours truly,

2. Express Appreciation for the Inquiry

        Tell the customer, either directly or by implication that you are glad he or she has written to you about one of your organization’s products or services. Write in the spirit of service and goodwill. The tone of your reply should express your appreciation.

3. Sell Your Organization or Product

        Put “sell” into every letter you write. An inquiry tells you that the customer was interested when he or she wrote, but what guarantee do you have that the interest is still “hot”? Stress the benefit of converting interest into action.

4. End with a Positive Closing

    If appropriate, offer to give further assistance, and end with a goodwill closing. When inquiries are clear, concise, and specific, they are easy to answer.

 Look at the following example. Immediately after the request was received, the following reply was written. Because all the customer’s questions could be answered positively, the writer used the direct approach.

     Enclosed are samples of the paper we recommend for letterhead stationery. We are happy to answer the questions in your June 15 letter because the content and design of your organization’s letterhead create a first and lasting impression of your organization………….

Study this example.

Dear Mr Hassan

 

    Thank you very much for your letter of May 21 in which you request us to send you the latest Catalogue and pricelist of our office supplies and equipment. I sent them this morning, by First Courier Service.

    The Catalogue gives complete details of our products I am sure you would find them as usual suitable to your requirements.

    I am looking forward to hearing from you soon.

                                                                                                                                                 Yours sincerely,

Replies to Persuasive Requests

    It’s easy to answer a persuasive request when you can say yes. A smiling “Here it is” or “I’ll be glad to” just about sums up the reply. Follow the direct plan and use the suggestions listed here.

 

1. Start with a Cheerful “Yes”

     Open your letter with the good news that will make your reader happy:

        “I’ll be at the seminar to help in any way I can. The solution to the problem of tax increases is important to me too, and I’m glad you planned the seminar”.

     If the request is granted grudgingly or with reservations, you will probably lose the goodwill you could expect to gain by saying yes.

2. Confirm Details of the Request and Acceptance

 The confirmation can be included with the “Yes” in the first paragraph, as in this opening sentence: We are pleased to enclose the entrance requirements to our graduate business program. Otherwise, the confirmation should follow in the next paragraph and should repeat the details of the request to be sure that reader and writer agree. For example, a letter accepting an invitation to give a talk at a meeting should confirm the day and date, time, place, subject, and length of the talk. Or, if a contribution is enclosed, the letter should state the amount and purpose.

3. Offer to do More than Requested

The “something extra” may be an offer to do more than request.

For example, a professor is invited to speak at a convention in Islamabad, with expenses paid but no fee. The professor not only accepts, but also offers to come at no expense to the nonprofit organization:

   Since I will be in Islamabad that week on other business. I shall be happy to speak to the convention on Monday, May 1, or Tuesday, May 2, at no expense to your organization.

Study the following model letters, both inquiry and replies to it.

Gentlemen,

        A few days ago I visited the office of a large corporation in Karachi, and was much impressed with the layouts of their various departments in which modular furniture is displayed. During my visit, I inquired about manufactures of such equipment and was told that you have an entire building in which various modular furniture and equipments are displayed.

         I would like very much to visit your Exhibit Building. I can come any time that is convenient for you. If I do not hear from you to the contrary, I will plan to visit you on Thursday, March 8.

 

                                                                                                                                                    Cordially yours,

Reply to the above inquery:

Dear Mr. Abid,

    I am delighted to know that you are planning to visit us on Tuesday, March 8. The Exhibit Building is open from 8:00 a.m. to 5:00 p.m., so you can come anytime.

    I thank you for your interest.

                                                                                                                                            Sincerely yours,

                                     Refusal to Inquiries / Requests

When you must say no, use the indirect plan and deliver the bad news gently and tactfully. Strive to convey courtesy and thoughtfulness through your letter. A gracious refusal is much like a persuasive request – you are asking your reader to accept your decision as the only fair answer under the circumstances.

Approach the Letter as an Opportunity to “talk it Over”

   Give your reader whatever encouragement you can. Don’t say a plain “No.” like, “I must decline this invitation or this order or refuse this request,” you will probably write negatively. But you will probably write constructively if you think. “What can I do to encourage this person even though I have to say no?”

Remember that a “no” letter has two purposes:

   1. To say no.

   2. To keep the goodwill of the reader.

 

    To accomplish both purposes, consider the suggestions listed below.

1. Start With a Friendly Buffer Paragraph

     When you receive a letter that begins, “It is my unpleasant duty to inform you that…” or “I’m sorry to tell you that we cannot grant your request…” in such situations don’t you immediately close your mind to whatever else the writer may say? You think that the writer is not interested in helping you in building goodwill or in keeping your friendship. The writer seems concerned only with saying no and getting an unpleasant task completed. But suppose the letter begins this way:

     Your proposal for a joint meeting of the faculty and Future Business Leaders of Pakistan (FLP) is exciting.

 Aren’t you more likely to read the rest of the message with an open mind?

2. Tell the Reader Why You Cannot Say Yes

    In your explanation, imply that you would rather say yes than no. And try to compliment the reader in some way.

 

3. Avoid a Negative Refusal

Give explanation of your refusal in the beginning. A blunt “No” should be avoided. If your letter does good job of explaining, the reader will realize that you cannot do what he or she has asked – the “No” is inferred. If you must state your refusal (to be sure your reader knows you are not granting the request), avoid emphasizing it or putting it in negative terms. Sometimes limiting expressions, such as only or exclusively, may substitute for negatives such as regret, apologies, cannot, and so on. Notice how this actual business letter gives the negative and almost avoids the positive points.

Dear Sir,

     We are very sorry that your portrait has been damaged. This rarely happens to Malik photos.

     I regret to inform that we cannot hold negatives for a long period of time, because we lack sufficient storage space; therefore, we will not be able to reprint your portrait. I am, however, processing a refund in the amount of Rs. 500/-, which you should receive within the next six weeks.

    

Please accept our apologies for this problem, as we greatly value your patronage.

With kindest personal regards.

                                                                                                                                  Yours sincerely,

    Now study the following letter. It shows interest in the reader and tries to keep the business while refusing the request.

Dear Mr. Babar,

    We were happy to hear that your family was so pleased with your portraits. And we are sorry that one was damaged. Because our storage space is limited; however, all negatives are destroyed ten days after an order has been filled.

 

     A refund in the amount of Rs. 500/- is being processed and you will receive it soon. Please do let us know if there is anything else we can do for you.

 

                                                                                                                                                       Yours Sincerely,

4. Give Encouragement and, When You Can, Give Help

    Sometimes you can take the sting out of a “No” with a helpful suggestion. For example, a department store representative, in declining an order for an article not carried by the store, may tell the customer where he or she can make the purchase. The reservations manager of a hotel, not able to make the reservations requested, suggested:

    If you can conveniently defer your arrival in Murree until May 15, we shall be glad to reserve a double room for you and your wife. If you must be here on May 10, you might write for help to the Greater New Hotel Murree at 105 the Mal, Murree.

Model Letters

                                                                               (1)

Gentlemen,

   Please send me two copies of your free catalogue, “Prime gifts” which was advertised in the March issue of Ad Vision International. I plan to keep a copy and send the other to my friend.

  

  Thank you!

                                                                                                                                  Yours very truly,

                                                                          

                                                                               (2)

(The Situation is same)

 Gentlemen,

    I am impressed by your advertisement in the March issue of Ad Vision International concerning your free brochure, “Prime Gifts.” This seems like the answer to the most popular question, “What shall we give our outstanding employees when we want to reward them?”

    I’d like six copies one for myself and one for each of our general managers in Lahore, Karachi, Peshawar, Quetta and Islamabad.

   Thank you very much.

                                                                                                                         Sincerely yours,

Reply to the above letter.

                                                                              (3)

Dear Mr. Gul,

    In a courier service, I am sending you six copies of our catalog, “Prime Gifts”. I am very pleased that you want to circulate it.

    The catalog explains everything but I do want to say that for quantities of 20 or more gifts we offer an attractive discount.

     Please let me know if I can be of help in other ways.

                                  

                                                                                                                                    Yours cordially,

Letters of Recommendations

When facts are mainly favourable or neutral, follow these guidelines:

 

1. Main Idea

·         State the applicant’s full name and what his or her relationship is to you as employee, customer, friend, etc. Mention dates, length of time, and type of job, credit, to whatever is relevant.

·         Add an expression of pleasure to your letter.

2. Explanation

·         Answer all questions, direct or understood.

·         Support your statements of evaluation (excellent, outstanding, etc.) with specific facts about performance record.

·         For a job applicant:

a)       Tell specific job duties that applicant performed.

b)       Discuss those duties relevant to the position for which the applicant is a candidate, if known.

c)        Mention, when desirable, work habits that show personality characteristics.

                                    

3. Ending

·         Include, if possible, a friendly statement of your personal opinion about the applicant’s probable fitness for the position or for credit, etc.

·         Be sure to correlate your opinion with documented facts.

Writing appreciation Letters

Just as you can find many occasions for writing personal thank-you messages, you will also find many opportunities for writing thank-you letters to build goodwill of your organization.

     Letters of appreciation are often sent to:

•         A new customer for a first order.

•         An established customer for a particularly large order.

•         The payment of an overdue bill.

•         The last installment of a special-account purchase.

•         An individual or an organization that responds to a special appeal or completes a good job.

•         Someone in your own organization who makes a suggestion that proves worthwhile or who does something extra.

    Occasionally (it should happen much more often!) such letters are also sent to:

•         Customers who order regularly and pay their bills on time.

•         Employees who continually do their work well.

•         Individuals and organizations who cooperate on everyday jobs but get little attention.

•         Other opportunities for sending thank-you messages include special occasions, special services, and extra responsibilities.

•         Consider the following example; it is a thank – you letter to a guest speaker.

Dear Raheel,

     Thank you for the time and effort you put into your presentation for the Association of Charted Accountants meeting yesterday. I felt your talk was very well received by the members of the association.

    I appreciate your willingness to make this public appearance as a representative of Community College. You handled the topic very well, and your professional approach was exemplary.

                                                                                                                                        Sincerely,

Here is another  thank-you letter to the old customers.

  Dear Customers,

    As the new year begins, Rehman stores thanks you for your friendship and for the business you have given us during the past year.

    The expansion of our store will be completed in a few weeks. We can then offer you the variety of household items in the city.

     During the coming year we will do our best to serve you in every way.

     We hope that the New Year will be a happy and successful year for you.

                                                                                                                                         Cordially,

                                                                                                                                     Rehman Ali

Writing Letters of Congratulation

    A message of congratulation or commendation is much like a message of appreciation:

•         Each recognizes and expresses interest in a worthwhile achievement.

•         A letter of appreciation says ‘thank you” and implies “well done.”

•         When your friends celebrate special events or receive honours, you want to congratulate them. In the same way, business people use congratulatory letters on such occasions as anniversaries, graduations, births, marriages, new businesses or homes, promotions, elections, retirements, and various awards and rewards. These letters convey a pleasant message and keep a favourable image of you and your organization in the recipient’s mind.

For instance, this brief congratulatory note was sent to an executive who recently became president of the company:

Dear Shahid,

    Congratulations on your recent promotion to president of Community Bank. It is well deserved.

    I am sure that the business will grow and prosper under your capable leadership.

 

                                                                                                                                 Yours sincerely,

Study another example:

 

Dear Mrs. Rafi,

    Congratulations on being named to the Governor’s task Force to Study Equal Opportunities in Business, Industry, and Government. I was very pleased to read that you have been chosen as one of the ten executives for this task force.

    If anyone at Ahmed Textile can help you and the other members of the task force, please let me know. We will be delighted to be of service.

                                                                                                                               Yours Sincerely,

Writing Letters that Announce, Invite, or Welcome

Announcements and Invitations

    Goodwill announcements and invitations include:

·         Announcements of a new business, a new location, or an expansion or reorganization of facilities.

These usually include an invitation to visit.

·         Announcements of the appointment of a new official or a new representative of the organization.

·         Announcements of a new service or policy, often inviting the reader to use it, for instance, when a store announces that it will be open an extra evening each week.

·         A bank announces a new direct deposit plan.

Welcome Letters

    Welcoming letters are written for many occasions. These messages may be morale builders. Usually they have a definite sales flavour, as:

•         New members of a club.

•         New customers.

•         New subscribers.

•         New charge account customers.

•         New dealers.

    These messages discuss organization services and products and invite readers to call or visit, but they avoid specific sales promotion.

    Notice the friendly tone and service attitude of this letter from a bank president to new customer:

Writing Get-Well Wishes and Sympathy Letters

    When a personal friend or a business acquaintance is ill, a letter from you is welcome. If the illness is not serious and recovery is expected, you can send a humorous get-well card or a cheerful, happy letter. If the illness is serious or the person is getting over a major operation, then send a more subdued letter. That person will not be in a mood for jokes!

 

    Be optimistic when you write to someone who is ill. Mention once at the beginning of the letter how sorry you are that the person is ill. From then on talk about a return to normal life, as the writer of the following letter did:

Dear Mr. Naeem,

 

    I am sorry to hear that you’re in the hospital and hope that with rest and care you’ll be up and about again soon.

    Meanwhile, if there’s anything I can do for you, just give me a call. I wish you a speedy recovery and quick return to the office.

                                                                                                                                            Sincerely yours,

Dear Mr. Ali,

    The management of PDS School is interested in leasing 2 economy vans to provide transportation facility to their students within the Lahore City area. We were referred to your company by Bright Associates and would like to inquire about the terms of your leasing contracts as well as monthly leasing rates. 

    Please send detailed information concerning mileage limits, maintenance requirements, and corporate discounts to the mailing address above.  If possible, we would prefer to receive the above information electronically at our e-mail address listed above, as this would speed up our information-collecting and decision-making process.

 

   We hope to hear from you soon.

                                                                                                                                Sincerely,

Study the following.

Dear Ms. Ahmed,

    We are in the process of setting up a new office in Lahore and would like to compare prices from the local office furniture companies.

    We will need 12 desks and 24 chairs, six metal filing cabinets, a 4.5’ x 6’ dry erase board, and a conference table that seats ten. The conference table and ten of the chairs should be high quality wood. As the office is opening on September 6, we would need the furniture delivered by the 2nd. We are looking to spend no more than Rs. 100,000.00.

   If you would like to offer a quote or discuss our needs in more detail, please call me. We hope to have all our quotes by next Monday.

 

                                                                                                                                 Sincerely,

                                                    Letter Writing

Placing Orders

 An order letter is a contract of selling and purchasing or services. Orders are considered one of the simplest types of direct request. While placing an order, you need not excite your reader’s interest; just state your needs clearly and directly.

 

        Many companies use special forms for ordering merchandise or service. They may use their own, called a purchase order, or one provided by the seller, called an order form. These forms have blank spaces to ensure the inclusion of all necessary information. Their advantage is that they enable a company to number and so carefully file all expenditures.

        Nevertheless, there will be times when an order must be put into letter format. At such times, you must be sure to include COMPLETE, ACCURATE INFORMATION because incomplete orders result in delayed deliveries, and inaccurate facts result in receipt of the wrong merchandise.

 

        Here are some suggestions for writing effective order letters.

1. Give the Information in a Clear Format

   To make your letter easy to read, do one of the following:

 

•         Write a separate, single-spaced paragraph for each item, with double spacing between paragraphs.

 

•         Arrange your order in a tabular form similar to an order blank.

 

    When several sets of numbers, items, and prices are given, tabular form is clearer than writing the information in sentences.

 

2. Write Orders, not Just Hints

     Legally, an order letter is the “offer” portion of a contract. The “acceptance” portion of the contract is completed when the seller sends the merchandise. Use specific and direct openings such as “please send me” Or “Please ship…” rather than vague phrases such as “I’m interested in ….” Or “I’d like to….”

3. Give a Complete Description of Each Item 

 

 Include the following information in your order letter:

                                 i.            Quantity ordered.

                                ii.            Catalog (or model or stock) number

                              iii.            Name of product

                               iv.            Description of product, including as much of the following as is appropriate (1) colour  (2) size (3) material,  (4) grade or quality,  (5)  pattern,   (6) finish, and  (7)  any other details available.

                                v.            Unit price

                               vi.            Total price for desired quantity

                             vii.            Any other information that you have, including where you saw the product advertised.

4. Tell How You Will Pay for the Order (Mod of payment)

        Give the mod of payment to be used (personal cheque, COD, money order, or credit card). Be sure to add any shipping charges and sales tax that may be part of the total cost. If you want the item charged to a credit card, give the credit card number and the expiry date. Also, if the printed name on the credit card differs from the signature and typed name on the letter, be sure to give the exact name of the cardholder.

Merchandise is shipped FOB destination or FOB shipping point. The initials FOB stand for “free on board.” If merchandise is shipped FOB shipping point, the buyer pays shipping charges over and above the cost of the merchandise. If merchandise is shipped FOB destination, the seller pays the shipping charges and they are included in the price of the merchandise.

5. Tell Where, When, & How you Want the Merchandise Shipped

        Give the shipping address, or say that you want the merchandise sent to the address above (your return address) or below (if your address is typed below your typed signature).

 

        If you need the order by a certain date, be sure to include that date in your order letter. And if you have a preference, include the method of shipment. Otherwise, the seller will choose the shipping method and will send the merchandise when it is convenient. For example, you may need the merchandise in a hurry and be willing to pay the extra cost of air express.

Study the following letter. You will note that such letter with incomplete information would run into trouble.

 

Dear Sirs,

    Please send me one of your weather vanes which I saw advertised for Rs. 1000. We have recently repainted our garage, and a weather vane would be a wonderful finishing touch.

 

    My cheque is enclosed.

                                                                                                                                                         Sincerely yours,

Keeping in view the above point you must plan your order letter thus.

A. Direct Statement of the Request

•         Use wording that indicates an order rather than a request: “Please send me” or “please ship”  instead of “I want” or “I need,” which are neither polite nor legally appropriate for a business order.

  

•         Open with a general description of your order that encompasses all the details.

 

B. Justification, Explanation, and Details

•         For complex orders, provide a general explanation of how the requested materials will be used.

 

•         Provide all specifications: quantity, price (including discounts), size, catalog number, product description, shipping instructions (date and place), arrangements for payment (method, time, deposits), and cost totals.

 

•         Use a format that presents information clearly and makes it easy to total amounts.

 

•         Double-check the completeness of your order and the cost totals.

C. Courteous Close with Request for Specific Action 

 

•         Include a clear summary of the desired action.

•         Whenever possible, suggest a future reader benefit of complying with the order.

   

•         Close on a cordial note.

    

•         Clearly state any time limits that apply to your order, and explain why they are important.

Look at another Example:

   

Dear Sir,

    Thank you for your letter of March 23 along with the catalog for computer hardware. Please send us the following goods by TCS Land Cargo Service.

     i. Hard Disk (60 GB)                           6 Nos

     ii.        Ram (256 MB)                                        6 Nos

    The consignment may please be packed in strong cases. The book receipt may be sent with other document through our bank from which you will receive the payment in cash. Please make sure to send the consignment before April 3.

 

                                                                                                                                                      Yours truly,

Acknowledging an Order

        Acknowledging an order is a profitable practice. An order acknowledgment does several important functions. A letter acknowledging an order provides an excellent opportunity to resell your product and your organization. Some organizations think such replies unnecessary. However, orders may not be routine for the buyer. The acknowledgment completes a valid contract between buyer and seller.

 

        An acknowledgment should always be sent promptly. An acknowledgement is usually sent as a form reply in the form of

 

                                 i.            A postal card.

                                ii.            An acknowledgment form,

                              iii.            A duplicate invoice

                               iv.            An individual letter.

                While answering use the following plan.

 

                                 i.            Thank/appreciate the customer.

                                ii.            Restate the order to illuminate any likely misunderstanding.

                              iii.            Tell the customer that his order is being processed and should reach him within the given time frame.

                               iv.            Express your pleasure in serving him

In several situations an acknowledgment letter becomes a must. These situations are listed here.

1. A Customer’s First Order

        Never miss the opportunity to make your first impression on a customer. You want to welcome the customer and encourage him or her to buy from you again.

 

     Dear Mr. Naveed,

         We are pleased to have received your order of September 15 and would like to welcome you as our new customer.

         Your order (No. 62997) for one dozen spark plugs is being processed and will be ready for shipment on September 21, it will be delivered to your workshop by our own van, and payment will be c.o.d. (our policy for all orders under Rs. 1000).

         We are sure you will appreciate this item of our auto line. Mr. Gul, your sales representative, will call on you soon with a catalog and samples.

                                                                                                                                                            Cordially,

2.  An Incomplete or Unclear Order

     When information is missing in an order, it is important not to throw the mistakes of the writers (your customers) in their faces. Don’t tell your customers they forgot – just ask for the information you need to fill the order and encourage a quick response by enclosing a reply envelope.

Dear Mr. Ali,

           Thank you for your order of October 22 for 6 shirts in black color. We are eager to deliver order No 129 to your store as soon as possible.

           But first, please let us know which collar size you’d like. These shirts are made both in free size and different sizes, small, medium, large. If you note your preference on the bottom of this letter and mail it back to us today, we can have your order ready by the beginning of next week. We’re sure you’d like to receive your purchase without further delay.

  

                                                                                                                                                     Sincerely Yours,

Acknowledging a Large Order

Situation

        The Sales Manager Ravi Publishing Company Mr. Waseem has just received a big order from Mr. Kamran for accounting textbooks. Waseem writes to acknowledge the order.

Dear Mr. Kamran

        Thank you for your large order for Ideal Accounting 10/12. The Ideal accounting is very popular.

        I think you will find Ideal’s materials very easy to teach from, and I hope that you will receive outstanding results, better than any of those of its competitors.

        We are now in the process of developing a film for the Ideal programme, and I’ll see that you get advance information on it. I’m sending you an advance copy of an article which will appear in the October Issue of Business Teacher, “Bookkeeping and Accounting Are Not the Same.” I hope you enjoy it.

         Please let me know if anything else is required. Thank you again for your confidence.

 

                                                                                                                                                       Cordially yours,

3. Orders Requiring a Delay in Shipment

        Occasionally an item will be out of stock and shipment will be delayed. You can help keep the customer’s goodwill by telling when shipment can be expected.

 Consider the following:

        Dear Sir,

        Requests for our book, “Effective, English, Grammar & Composition,” have been overwhelming. As a result, we are temporarily out of copies.

            Nevertheless, the new printing is presently being prepared, and I have added your name to the mailing list to receive a copy as soon as it is available.

        In the meantime, you may find a book by Professor Shibly to be of some help. The book entitled “Common Errors in English” published by us.

                                                                                                                                                           Yours faithfully,

Partial Delivery

           When a partial shipment can be made, the customer must be informed that certain items have been back ordered. Again, the letter should assume the customer’s willingness to wait. But it should also make an attempt to “resell” the merchandise by stressing its finer features without emphasizing the missing items.

Consider the following example:

Dear Mr. Ali,

           Thank you for your recent order, number 622. We are always especially delighted to serve an old friend.

        Your six pairs of Chinese earrings (Item 15b) and one dozen Primrose necklace (item 8a) have been shipped by TCS and should arrive at your boutique within the week.

        Unfortunately, our stock of Chinese bangle bracelets (item 9d) has been depleted because of a delay in shipments from China. Our craftsmen have been at great pains to keep up with the demand for these intricate and finely wrought bracelets. We have put your one dozen bracelets on back order and hope to have them on their way to you before the end of the month.

  

                                                                                                                                                          Very truly yours,

6. Orders for Products Sold Only Through Dealers

        Although it may be your policy to sell your products only through dealers, it is never a good idea to use the phrase “it is our policy” -- a customer’s reaction may be that you should change your policy. Just explain what your policy is. If you must get this idea across, say “it is our practice” instead. That phrase isn’t quite as strong.

 

 Asking For Substitute Delivery

Dear Mr. Ahmed

            Thank you so much for ordering Parveen Shakir’s outstanding collection. As you know, in the five years since its first publication, it has become a great appeal everywhere.

        Sadly, ‘Khushboo’ is no longer in print, and I am returning your cheque for Rs. 200. But to satisfy your interest in poetry, I would like to suggest ‘Sadburg’ another fine book of the poetess, an alternative.

         If you would like a copy of ‘Sadburg’ which costs only Rs. 200, please let me know, and I will immediately send it to you.

 

                                                                                                                                                            Yours faithfully,

Refusing an Order

        Some orders must be refused. It may be the policy of your organization to sell only through dealers. Or the customer’s account may be in unsatisfactory condition for you to ship the merchandise on credit.

        Letters refusing orders call for the indirect plan, or the “sandwich approach,” with the bad news in the middle. Use the following outline for these letters.

1. Start with a “Buffer”

        Thank the customer for the order, and repeat the details.

2. Give an Explanation

        In a positive way, tell why you cannot complete the order and stress what you can do, along with the advantages to the reader. Offer to help the reader in any way you can -- give the name of the nearest dealer, explain credit terms, or offer an alternate solution.

 

3. Say No

        Many times your explanation will imply the “No” that is coming. Be sure the refusal is clear.

 

4. End With a “Buffer”

        Resell your organization and your products.

 

        In the following example see how the writer suggests a substitute in place of an ordered, discontinued item.

        Gentlemen,

       Many thanks for your order of April 12 for Seabreeze window air conditioner. You can be sure that your decision to buy a Seabreeze was a decision to buy the best in the market.

 

        Your order cannot be filled as the line has been discontinued. However, we offer you, latest range of split air conditioner. This latest model has several improvements and new features. We now stock the new split air conditioners. This model has these improved features.

remote controlled

heavy – duty compressor

noiseless

available in 3 sizes

Enclosed is our latest catalogue. We hope you would certainly like these new models. We look forward to hearing from you soon.

                                                                                                                               Sincerely yours,

Delayed Shipment

Situation

           The manufacturer of institutional uniforms and supplies received an order on July 14 from General Hospital for 20 uniforms. Fifteen days late, the hospital writes that the uniforms did not arrive. The uniforms were sent to another hospital in Lahore City. In the response, the manufacturer tries to set things right and retain the hospital’s goodwill.

        Dear Mr. Bari,

           The 20 uniforms you ordered on July 14 are being sent to you today and should be at your place by Friday of this week.

           When I investigated the original shipment, I was astounded to learn that your uniforms were sent to another hospital. It’s hard to account for such an error, and the only excuse I can offer is that we’ve had several part-time warehouse people this month to fill in for some of the regular crew who are on vacation.

           I hope that this special shipment will compensate in part for the trouble I know we have caused you. Please do let us know if we can do anything more for you.

           Best personal wishes.

                                                                                                                                                       Sincerely yours,

Unexpectedly Out of Stock

        Situation

 

           Mr. Rasheed, a sales representative for Five Star Publishers, has just visited a Bookstore in Multan (Mr. Sultan owner) and promised Mr. Sultan that he would receive 16 copies of Business English. Upon arriving at company headquarters, Rasheed learned that there are no copies left due to the unexpected purchase of the entire inventory by a foreign publisher. The Vice President of Five Star Publishers writes to Mr. Sultan to apologize for Rasheed’s unfulfilled promise.

Dear Mr. Sultan,

            When you placed an order with Mr. Rasheed last week for 16 copies of the Business English, he promised immediate shipment.

            I would have made that promise, too Mr. Sultan, because our inventory of this handbook seemed adequate for at least six months. However, neither of us was prepared for the news that, just three days ago, a European distributor cleaned us out of stock.

           Of course, we immediately put in a large order for the handbook, and have been promised 2000 copies by October 22. The same day we get our copies we will send yours to you, and if everything goes right you should have your copies by October 24.

            We’re feeling very good about our professional handbook series. I’m mailing you today a booklet describing the books in this series. In the meantime, Mr. Rasheed joins me in wishing you a smashing fall season at your Bookstore.

    

                                                                                                                                                Sincerely yours,

Error in an Invoice

Situation

  

        Galaxy, Inc. is a manufacturer of Plymouth electric stoves. The sales representative for Galaxy calls upon a retailer, Mr. Malik and sells him six Plymouth DeLuxe stoves. There is a sale on these stoves at the price of Rs.177.75 compared with Rs.215.35, which is the regular price. However, when the invoice arrived, the amount was Rs.1292.10-a difference of Rs.225.60 more than the anticipated amount. Malik writes the manufacturer about the mistake.

Gentlemen,

            When your representative, Mr. Arif, called on me in late April, he told me that you were offering a special price of Rs.177.75 on the Plymouth DeLuxe stove. I ordered six. However, the invoice I received showed the amount due as Rs.1292.10 -- a difference of Rs.225.60.

           I’m enclosing a cheque for Rs.1066.50. Unless I hear from you to the contrary; I will assume that this is the correct amount. If this is not the case, I would like to cancel three of the stoves.

 

                                                                                                                                                   Very truly yours,

Response Regarding Error in an Invoice

(In the same situation)

 

 Dear Mr. Jaffar,

        I’m sorry about the mistake we made in our January 17 invoice. You are right, and the fault is mine. I have entered the amount on your ledger sheet as Rs.1066.50 (thank goodness, the Rs.1292.10 had not been posted).

 

         I can’t really account for this mistake, Mr. Jaffer and I am delighted that you caught it. Thank you for writing.

 

                                                                                                                                                       Cordially yours,

Acknowledging a First Order

 

            Mr. Adil, Sales Promotion Manager for Royal Furniture has just learned that Raheel Arif, owner of National Interiors, has placed a big order. This is Royal’s first order from National Interiors, and Adil decides to write Raheel a special welcome letter.

Dear Mr. Raheel,

                Thank you for your order for furniture and the cheque that accompanied it. The furniture is being shipped today-by special instructions from me.

             Our sales representative will call on you within the next couple of weeks to thank you in person. I think you’ll like Noman. He is extremely knowledgeable about our line of furniture, and he will be anxious to learn how he can be of help to you.

            In a separate mailing, I’m sending you our just released pamphlet on our new line of patio furniture, “Outside Living at its Very Best.”

 

                                                                                                                                                          Sincerely yours,

Letter Writing

Claim and Adjustment Requests

Ideally, everything runs smoothly in the operation of an organization -- no mistake, no problems, no defects, and no misunderstandings. However, even in the best-managed organizations, dissatisfactions are bound to occur. In recent years both buyers and sellers are more aware of problems caused by business errors. When a product or service does not meet customers’ expectations, the customers are disappointed and usually complain.

 

        Their complaints should not be called complaint letters, because complaint connotes irritation, unpleasantness, negativism, and even anger. Using a word with such negative connotations could lead to a bad attitude towards customers. Letters about such complaints should be called claim letters.

        Countless aspects of business dealings can break down, but the most common causes for claims are:

 

1.       an incorrect bill, invoice, or statement

2.       a bill for merchandise ordered but never received;

3.       delivery of unordered merchandise;

4.       delivery of incorrect merchandise;

5.       delivery of damaged or defective merchandise

        Two other more specialized types of claims are: 

   

1.        a request for an adjustment under a guarantee or warranty;

2.        a request for restitution under an insurance policy.

 

        A claim is written to inform the company of the problem and suggest a fair compensation. No matter how annoying the nature of the problem, how great the inconvenience, the purpose of a claim is NOT to express anger, but to get results.

        Therefore, it is important to avoid a hostile or demanding tone. A claim must be calm and polite though, of course, also firm.

        A claim should begin with the facts, first explaining the problem such as the condition of the merchandise or the specific error made. Then all the necessary details should be described in a logical order. These details may include the order and delivery dates, the order or invoice number, the account number, the method of shipment, etc. A copy of proof of purchase, such as a sales slip or an invoice, should be included whenever possible. (Always, of course, keep the original.)

 

        In most cases, and especially in your first letter, assume that a fair adjustment will be made, and follow the plan for direct requests. Begin with a straightforward statement of the problem, and give a complete, specific explanation of the details.

        Politely request specific action in your closing, and suggest that the business relationship will continue if the problem is solved satisfactorily.

        The following direct organizational plan is used for writing claims.

A. Direct statement of the Request

1.        Write a claim letter as soon as possible after the problem has been identified.

2.        State the need for replacement, refund or correction of the problem.

3.        Maintain a confident, factual, fair, unemotional tone.

B. Justification, Explanation, and Details

        To gain the reader’s understanding praise some aspect of the goods or service or at least explain why the product was originally purchased.

   

1.        Present facts honestly, clearly, and politely.

2.        Eliminate threats, sarcasm, exaggeration, and hostility.

3.        Specify the problem: product failed to live up to advertised standards; product failed to live up to sales representative’s claims; product fell short of company’s policy; product was defective; customer service was not up to the mark.

4.        Make no accusation against any person or company, unless you can back it up with facts.

5.        Use a non-argumentative tone to show your confidence in the reader’s fairness.

6.        If necessary, refer to documentation (invoices, cancelled cheque, confirmation letters, etc., but mail only photocopies.

7.        Ask the reader to propose fair adjustment, if appropriate.

8.        If appropriate, clearly state what you expect as a fair settlement, such as credit against the next order you place, full or partial refund of the purchase price of the product, replacement or repair of the defective merchandise, or performance of services as originally contracted.

9.        Do not return the defective merchandise until you have been asked to do so.

10.     Avoid uncertainty or vagueness that might permit the adjusters to prolong the issue by additional correspondence or to propose a less-than-fair settlement.

C. Courteous Close with Request for Specific Action

 

Summarize desired action briefly.

•         Simplify compliance with your request by including your name, address, phone number and hours of availability.

•         Note how complying with your request will benefit the reader.

•         Consider another example that how the writer conveys his message of inconvenience in calm manner.

Study this letter which has all qualities of a claim letter.

       

Dear Sirs,

      

 On March 1, we ordered and subsequently received one case of handsaws, model 88b. We paid for the order with our cheque no. 7293, a photocopy of which is enclosed.

         When we decided to order these saws instead of model 78b, it was at the urging of your sales representative, Mr. Ali Naeem. He assured us that the new saws were more durable and efficient than the older model.

         However, we have now had the saws on our selling floor for three weeks, and already six have been returned with broken teeth by extremely dissatisfied customers.

         We are therefore returning the entire order of 88b saws and would like to be refunded for their full purchase price plus shipping expenses.

                                                                                                               

                                                                                                                                                  Yours truly,

Here is a well-written letter requesting an adjustment. Notice that this writer reverses the order of the three steps, but the letter gets the job done just as well.

Gentlemen,

      

 Please repair or replace my calculator watch, Model C863, and send it to me at the address above.

       After six months of use, the musical alarm has quit working.

       Enclosed is my watch, a copy of the sales receipt showing the date of purchase, and your warranty, which guarantees material and workmanship for one year.

                                                                                               

                                                                                                                                        Yours Sincerely,

Adjustment letter

An adjustment letter is the reply to a complaint (called a claim letter). In general, the best attitude is to give the customer the benefit of the doubt. Most persons are honest in their claims, and it is usually better to make the desired adjustment than to risk losing a customer.

        Even though your firm’s adjustment policy may be generous, the ultimate success of your good-news adjustment letters depends not only on what you say but also on how you say it. Always Choose neutral or positive language in referring to a complaint.

           Whether or not your company is at fault, even the most annoying or demanding claim should be answered politely. An adjustment letter should NOT be negative or suspicious; it must NEVER accuse the customer or grant any adjustment grudgingly. Remember, your company’s image and goodwill are at stake when you respond even to unjustified claims.

        There Can be Three types of adjustment letters.

1.        When the seller is at fault

2.        When the buyer is at fault.

3.        When the third party is at fault.

       The following organizational plan is suggested for answering claim letters.

Writing Letters Granting Adjustments

When granting a request for an adjustment, follow these four steps:

 

1. Tell the Reader That Full Adjustment Is Gladly Granted

        Give the good news in the first sentence. Don’t let the reader feel you are doing him or her favour, even if you feel that you are making a special concession. Instead, convince the reader that goodwill and friendship are more important to you than the money involved and that your organization always wants to take good care of its customers.

 

2. Express Sincere Appreciation for the Reader’s Adjustment Request

        Acknowledge your reader’s inconvenience in writing the letter and waiting for the adjustment. Emphasize that you welcome this opportunity to set things right. Let the customer know how his  or her letter has helped the organization to improve its products or services.

 

3. Stress Your Organization’s Effort to Prevent Further Customer Dissatisfaction

        Accept the blame and apologize if your organization is at fault. If appropriate, explain what caused the problem, but don’t blame the computer. Most people know that computers don’t make errors only the operators do. Don’t make the mistake of telling your reader “This will never happen again.” No one can promise that. If appropriate, explain what your organization is doing to prevent a repetition of the problem.

4. End the Letter Positively

        Don’t end with a negative phrase, such as “We hope you do not have any more trouble with your washing machine.” The best ending for a letter granting an adjustment makes no reference to the original problem. End on a note that implies future dealings, and don’t overlook the possibility of doing some effective sales promotion for related products or at least some reselling of your organization.

Consider the following example:

        Dear Mr. Ali,

            Your new lawn umbrella is being shipped prepaid today. It should arrive in a few days.

Thank you for returning the torn one. Because a mended umbrella might not be water-resistant, we are sending you a new one, so that you can keep your new lawn table protected. You will notice that the new umbrella is made of vinyl-coated nylon, which has proved superior to the polyester and cotton one you bought last year.

            When you need lawn furniture and accessories, you will find everything from small tables to foundations in our latest catalog. You can rely on our guarantee of high quality and “satisfaction or your money back.”

                                                                                                                                                            Yours sincerely,

        Note the organization of the letter to Mr. Ali. First comes the news he wants to hear that is ‘a new lawn umbrella is on its way’. Next comes the writer’s appreciation for the customer’s calling attention to the defect. Then the writer explains the change in materials, an explanation owed to the reader, and one that in this case can make the organization look progressive and concerned. The final appeal for another sale is appropriate because the adjustment has been granted and the reader will be satisfied.