Transcript Essentials of Business Communication

Chapter 8
Negative Messages
Copyright © 2008 by Nelson Education Ltd.
Ch. 8-1
Resolving Business Problems
 Call the individual involved.
 Describe the problem and apologize.
 Explain:
• Why the problem occurred.
• What you are doing to resolve it.
• How it will not happen again.
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Ch. 8-2
Resolving Business Problems
 Follow up with a letter that
• Describes the conversation.
• Promotes goodwill.
Copyright © 2008 by Nelson Education Ltd.
Ch. 8-3
The Indirect Strategy
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Buffer opening
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Reasons first in the body
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Bad news follows in the body
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Pleasant closing
Copyright © 2008 by Nelson Education Ltd.
Ch. 8-4
Buffering the opening
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Best news
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Compliment
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Appreciation
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Agreement
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Facts
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Understanding
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Ch. 8-5
Evaluating Buffer Statements
How effective is the following opening for
a letter that refuses to give credit?
2. We are delighted to receive your
application for credit.
(Gives wrong impression)
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Ch. 8-6
Evaluating Buffer Statements
How effective is the following opening for
a letter that refuses a request for a
donation?
2. We appreciate the good work your
organization is doing to offer early childhood
programs that help parents and very young
children.
(Compliments reader but doesn’t indicate approval)
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Ch. 8-7
Presenting the Reasons
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Be cautious in explaining.
Explain reader benefits.
Explain company policy.
Choose positive words.
Show that the matter was treated
seriously and fairly.
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Ch. 8-8
Cushioning the Bad News
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Position the bad news.
Use the passive voice.
Stress the positive.
Imply the refusal.
Suggest a compromise or an alternative.
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Ch. 8-9
Closing Pleasantly
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Forward look
Alternative
Good wishes
Special offers
Sales promotion
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Ch. 8-10
Writing Plan for Refusing
Requests or Claims
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Buffer
Transitions
Reasons
Bad news
Alternative
Closing
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Ch. 8-11
Example - Refusal of Request
for Cash Refund
Dear Mr. Riccio:
You are one of nearly 500 people who took advantage of
our membership campaign and joined the MegaGym
physical fitness program. We're glad that you have been
able to use our excellent training equipment and our
workout classes for the past seven months.
Copyright © 2008 by Nelson Education Ltd.
Ch. 8-12
Example - Refusal of Request
for Cash Refund
Because of our successful membership
campaign, we have added several state-of-the-art
equipment units, including a high-tech treadmill
with a computer that measures progress.
These improvements to MegaGym depend on the
contracts signed by people like you. We hire
employees, schedule workouts, and buy
equipment based on the number of memberships.
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Ch. 8-13
Example - Refusal of Request
for Cash Refund
Breaking membership contracts would
make it impossible to fulfill our promises to
our members.
Although your contract payment cannot be
refunded, we can postpone your
membership.
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Ch. 8-14
Example - Refusal of Request
for Cash Refund
When you return from your overseas
project, you will be able to enjoy remaining
five months of your membership.
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Ch. 8-15
Example - Refusal of Request
for Cash Refund
You can depend on MegaGym to help you
get back in shape when you are able to
continue your membership.
Sincerely,
Copyright © 2008 by Nelson Education Ltd.
Ch. 8-16
Points to Notice in the Letter
The buffer contains positive but neutral
statements.
•The transition repeats the expression
membership campaign, a key idea from the
opening.
•The explanation is logical and objective.
•
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Ch. 8-17
Points to Notice in the Letter
The refusal is softened by position,
wording, and alternative.
•
The goodwill closing makes the alternative
easy to accept.
•
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Ch. 8-18
Writing Plan for Announcing Bad
News to Customers and Employees
Buffer
• Open with a compliment, appreciation, facts, or
some form of good news.
Transition
• Include a key idea or word that leads from the
opening to the reasons.
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Ch. 8-19
Writing Plan for Announcing Bad
News to Customers and Employees
Reasons
• Explain the logic behind the bad news.
• Use positive words.
• Try to show reader benefits, if possible.
Bad News
• Position the bad news so that it does not stand
out. Consider implying the bad news.
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Ch. 8-20
Writing Plan for Announcing Bad
News to Customers and Employees
Alternative
• Suggest a compromise, alternative, or substitute,
if possible.
Closing
• Look forward positively.
• Provide information about an alternative, if
appropriate.
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Ch. 8-21
When to Use the Direct Pattern
• When the bad news is not damaging.
• When the receiver may overlook the bad news.
• When organization policy suggests directness.
• When the receiver prefers directness.
• When firmness is necessary.
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Ch. 8-22
End
Copyright © 2008 by Nelson Education Ltd.
Ch. 8-23