Some words of advice on letter writing

from the old masters

A letter is a deliberate and written conversation

Gracian

Remember this: write only as you would speak; then

your letter will be good.
Goethe
BAD NEWS MESSAGES
 GOALS IN COMMUNICATING
NEGATIVE NEWS
Explaining clearly and completely
Projecting a professional image
Conveying Empathy and Sympathy
Being Fair
Maintaining friendly relations
 ORGANIZING BAD - NEWS
The word ‘you’
Positive Words

EXAMPLE
We are unable to serve you, so please call your
nearest dealer

We sell exclusively through retailers, and the one

nearest you that carries our merchandise is ….
 STRATEGIES
Direct Plan
Indirect Plan
INDIRECT PLAN FOR BAD
NEWS
Buffer
Reasons
Bad News
Helpful, friendly and positive close
 INDIRECT PLAN
BUFFER
 Puts the audience in an accepting mode
 Is a neutral statement
 Related to the message
 INDIRECT PLAN
BUFFER
“ Your resume indicates that you will be well
suited for a management trainee position
with our company.”

“ Your resume shows very clearly why you

are interested in becoming a management
trainee with our company.”
 INDIRECT PLANS
BUFFER
 Avoid Saying No
 Avoid Wordy and irrelevant phrases
Know it all tone
 Avoid Apologizing
 Avoid Lengthy Sentences
 INDIRECT PLAN
 Is the buffer pleasant?
 Is the buffer relevant?
 Is the buffer neutral?
 Does it provide a smooth transition?
 INDIRECT PLAN
 BUFFER
“ In reviewing the past year’s business
and trying to plan for a future in which
Apachio Shrimp Brokers Inc, can give you
good service, it has become evident that
some modifications must be made”
 INDIRECT PLAN
 REASONS
 Show that the decision is fair and reasonable.
 Be tactful
 Show reader Benefit
 Details
 Unapologetic
 Avoid negative words
 Avoid accusing tone
 Avoid using ‘You’ attitude when the customer is at fault.
 INDIRECT PLAN
 THE BAD NEWS
 Minimize the time and space devoted to
bad news.
 Conditional ‘If’ and ‘When’ Statements
 Implied
 Tell what you can do
 Avoid negative wording and personal
language.
 INDIRECT PLAN
 POSITIVE CLOSE
 Avoid referring to or repeating the bad
news
Avoid apologizing or revealing doubt:
“I trust our decision is satisfactory.”
 Don’t anticipate problems
 Avoid saying “ We hope you will continue
to do business with us.”
 INDIRECT PLAN
 POSITIVE CLOSE
 Builds goodwill
 Offers suggestion for action
“ Many companies seek other
qualifications in management trainee
positions, so I urge you to continue your job
search. You’ll certainly find an opening in
which your skills and aspirations match the
job requirement exactly.”
REFUSING CLAIMS AND COMPLAINTS
Indirect Approach
 Tone
 Tactful and courteous
 Maintain Goodwill
REFUSING CLAIMS AND COMPLAINTS
When refusing to make an adjustment

understanding of the complaint

consideration of the complaint
Explain your refusal
• Handling of the product
• Avoid relying on unexplained company policy
Suggest alternative action
 DECLINING INVITATIONS
 Direct vs the Indirect Plan
 Blow softening techniques
 Compliment the person or the organization
 Future opportunities for cooperation
REFUSUNG TO EXTEND CREDIT
 Individual credit vs Business Credit
 Demonstrate benefits of doing business on cash
 Reasons for refusal
 Giving credit in the future
 EXERCISES
Write a letter as Asad Khan customer relations officer
Cotton and Cotton 26 Tariq Road Karachi refusing a
claim to refund the money for a shirt that faded by the
very first wash because the customer did not read the
instruction on the label which clearly stated that the shirt
should be hand washed not machine washed. The
customer is Dr. Karim Ali, Karimi Hospital, 24 Liberty
market, Lahore.
 REFUSING CREDIT
Write a letter as credit manger Citi Bank refusing a loan
of Rs. 200,000 because the business has been established
for only 2 years and the monthly revenue is Rs. 50,000.
The customer is Ali Azmat, owner of Best Shoes, 234/5
Liaquatabad, Karachi.