copyright © 2015 pearson education, inc. publishing as prentice hallchapter 8 - 2 chapter 8 writing...

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 2

Chapter 8Chapter 8

Writing Routine and Positive Messages

Learning ObjectivesLearning Objectives

1. Outline an effective strategy for writing routine business requests

2. Describe three common types of routine requests

3. Outline an effective strategy for writing routine replies and positive messages

4. Describe six common types of routine replies and positive messages


New Media Concepts for New Media Concepts for Age-Old ProblemsAge-Old Problems


Strategy for Routine Strategy for Routine RequestsRequests



Common Examples of Common Examples of Routine RequestsRoutine Requests

• Asking for information and action

• Asking for recommendations

• Making claims and requesting

adjustments


Asking for Information and Asking for Information and ActionAction

Asking for Asking for RecommendationsRecommendations


Making Claims and Making Claims and Requesting AdjustmentsRequesting Adjustments


When writing a claim or requesting an adjustment:● Explain the problem and givedetails● Provide backup information● Request specific action

Be prepared to document any claims you make with a company.Send copies and keep the originaldocuments.

Strategy for Routine and Strategy for Routine and Positive RequestsPositive Requests

Start with the Main Idea


Instead of This Write This

I am pleased to inform you that after carefulconsideration of a diverse and talented pool ofapplicants, each of whom did a thorough job ofanalyzing Trask Horton Pharmaceuticals’s trainingneeds, we have selected your bid.

Trask Horton Pharmaceuticals hasaccepted your bid to provide publicspeaking and presentation training to thesales staff.


Provide Necessary Details and Explanation


Your educational background and internship have impressed us, and we believe you would be a valuable addition to Green Valley Properties. As discussed during your interview, your salary will be $4,300 per month, plus benefits. Please plan to meet with our benefits manager, Paula Sanchez, at 8 a.m. on Monday, March 21. She will assist you with all the paperwork necessary to tailor our benefit package to your family situation. She will also arrange various orientation activities to help you acclimate to our company.


Turn a Negative in to a Positive


Instead of This Write This

No, we no longer carry theSportsgirl line of sweaters.

The new Olympic line has replaced the Sportsgirl sweaters that you asked about. Olympic features a wider range of colors andsizes and more contemporary styling.


End with a Courteous Close


“Thank you” sufficient with no follow-up

If action then clarify who/what/when

Identify how action will benefit audience if applicable


Common Examples of Common Examples of Routine and Positive Routine and Positive

MessagesMessages1. Answering requests for information and action

2. Granting claims and requests for adjustments

3. Providing recommendations and references

4. Sharing routine information

5. Announcing good news

6. Fostering goodwill

Answering Requests for Answering Requests for Information and ActionInformation and Action


Here is the brochure “Entertainment Unlimited” that you requested. This bookletdescribes the vast array of entertainment options available to you with an Ocean Satellite Device (OSD). (Response to inquiry, questions)

On page 12 you’ll find a list of the 338 channels that the OSD brings into yourhome. You’ll have access to movie, sports, and music channels; 24-hour newschannels; local channels; and all the major television networks. OSD gives you a clearer picture and more precise sound than those old-fashioned dishes that took up most of your yard—and OSD uses only a small dish that mounts easily on your roof.

More music, more cartoons, more experts, more news, and more sports areavailable to you with OSD than with any other cable or satellite connection in this region. It’s all there, right at your fingertips. (Leave reader with a good impression of your firm)

Just call us at 1-800-786-4331, and an OSD representative will come to your home to answer your questions. You’ll love the programming and the low monthly cost. Call today! (Encourage future sale)


Granting Claims and Granting Claims and Requests for Requests for AdjustmentsAdjustments


Responding to a Claim Responding to a Claim When Your Company Is At When Your Company Is At

FaultFault• Acknowledge receipt of complaint

• Sympathize with customer’s frustration

• Take or assign personal responsibility for

setting matters straight

• Explain your plan of action

• Work to repair the relationship

• Follow up on your response


Responding to a Claim Responding to a Claim When the Customer Is At When the Customer Is At

FaultFault

Refuse the ClaimRefuse the ClaimRefuse the ClaimRefuse the Claim Grant the ClaimGrant the ClaimGrant the ClaimGrant the Claim

Cost of AdjustmentCost of AdjustmentCost of AdjustmentCost of Adjustment

Cost of Lost BusinessCost of Lost BusinessCost of Lost BusinessCost of Lost Business

Discourage Future Discourage Future ClaimsClaims

Discourage Future Discourage Future ClaimsClaims

Avoid Being Avoid Being CondescendingCondescending

Avoid Being Avoid Being CondescendingCondescending

Claim Reply: Customer at Claim Reply: Customer at FaultFault


The writer opens by thanking the customerand then delivers the good news. The second paragraph explains thecause of the problem and gently suggests that the customer could have prevented it, but does so without insulting or accusing. The third paragraph offers a specific suggestion for the customer’s next purchase and does so in a positive way.


Responding to a Claim Responding to a Claim When a Third Party is at When a Third Party is at

FaultFault1. Evaluate the situation and review your

company’s policies before responding.

2. Avoid placing blame; focus on the solution.

3. Regardless of who is responsible for resolving the situation, let the customer know what will happen to resolve the problem.


Providing Providing Recommendations and Recommendations and

ReferencesReferencesA successful recommendation letter contains a number of relevant details:•The candidate’s full name•The position or other objective the candidate is seeking•The nature of your relationship with the candidate•Facts and evidence relevant to the candidate and the opportunity


Sharing Routine Sharing Routine InformationInformation

Message Type

Project UpdatesOrder StatusPoliciesDepartment

AnnouncementsReminder Notices

Content Organization

Open - Purpose, Brief Overview of Information

Body - DetailsClose - Courteous

Sharing Routine Sharing Routine Information on FacebookInformation on Facebook


The one-sentence openingparagraph summarizes information about a company-sponsored contest.

A link provides full detail about thecontest.

The post makes good use of graphics and text to provide additional details.

The final text element shares entry restrictions to help consumers know whether they are eligible to enter.

Announcing Good News Announcing Good News Through a Social Media News Through a Social Media News

ReleaseRelease


The full narrative on the left is“bulletized” here on the right,which helps bloggers and others create their own story. Each bullet also has a Twitter button, which lets readers send the bullet point as an individual tweet.

Related links take readers to the company’s main website or the specific product webpage.

Fostering GoodwillFostering Goodwill


Sending Messages of Sending Messages of AppreciationAppreciation


Thank you and everyone on your team for the heroic efforts you took to bring our servers back up after last Friday’s flood. We were able to restore business right on schedule first thing Monday morning. You went far beyond the level of contractual service in restoring our data center within 16 hours. I would especially like to highlight the contribution of networking specialist Julienne Marks, who worked for 12 straight hours to reconnect our Internet service. If I can serve as a reference in your future sales activities, please do not hesitate to ask.

Summary of ObjectivesSummary of Objectives


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