1. Chapter 8 Writing to Clients and Customers
Business Communication
Chapter 8
Writing to Clients and Customers
Copyright South-Western Cengage Learning

2. Planning Neutral or Positive Messages
Identify the objective
Identify the main idea
Determine the supporting details
Adjust the content to the receiver
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Planning is an important part of the writing process.
8.1 Neutral or Positive Messages

3. Organizing Neutral or Positive Messages
Direct order is used
Main idea comes first
Supporting details follow the main idea
Closing builds goodwill
8.1 Neutral or Positive Messages

4. Writing Neutral Messages
Routine requests
Requests an action that will be done willingly
Should provide complete details
8.1 Neutral or Positive Messages

5. Effective Routine Request
States the main idea
Explains the request
Makes it easy to respond
8.1 Neutral or Positive Messages

6. Writing Neutral Messages
Claims
Request a refund, an exchange, or a discount
Are written in direct order
8.1 Neutral or Positive Messages

7. Claim Message
8.1 Neutral or Positive Messages

8. Writing Positive Messages
Assume the receiver will react favorably
Use direct order
Examples:
Orders
Positive responses to requests
Friendship messages
Acknowledgments
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Friendship messages are sent to build goodwill.
8.1 Neutral or Positive Messages

9. Orders Requested via purchase order form, e-mail, or letter
Provide details such as:
The stock number or catalog number for items
A description or items
Quantity ordered, unit cost, and total cost
Method of shipment
Buyer’s name and shipping address
Method of payment
8.1 Neutral or Positive Messages

10. Effective Order Letter
States the Items ordered
States where to send items and payment method
8.1 Neutral or Positive Messages

11. Positive Response to a Request
Gives a positive response to the request
Provides necessary details
Makes necessary requests
Ends with a courteous, positive statement
May include a reminder of desired action
May include a soft sell in the closing
8.1 Neutral or Positive Messages

12. Effective Positive Response
Gives the positive response
Gives supporting details
States action to be taken
8.1 Neutral or Positive Messages

13. Better Business Bureau
Provides information about companies and settling disputes
Questions
What is the BBB’s goal regarding complaints?
Historically, what percentage of claims filed with the BBB are resolved?
school.cengage.com/bcomm/buscomm
8.1 Neutral or Positive Messages

14. Planning Negative Messages
Identify the objective
Identify the main idea
Determine the supporting details
Adjust the content to the receiver
8.2 Negative Messages

15. Organizing Negative Messages
Begin with a neutral opening
Explain the reasons for the negative news
State or imply the negative news
Close on a positive note
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A neutral opening builds trust and does not give bad news.
8.2 Negative Messages

16. Writing Negative Messages
Denying a request
Use indirect order
Give reasons for the negative response
Refusing credit
Credit may be refused for several reasons
The sender should explain the reasons tactfully
The goal is to refuse credit but maintain the person as a customer
8.2 Negative Messages

17. Effective Negative Message
Opening is neutral
Body gives reasons for bad news
Closing includes a soft sell
8.2 Negative Messages

18. Writing Messages with Both Positive and Negative News
The positive news is the first idea
The negative news is the second idea
Use indirect order with the good news as the opening
Follow with reasons for the bad news and the bad news itself
8.2 Negative Messages

19. Facts or Opinions Reading for information
To solve problems
To make decisions
Distinguishing between facts and opinions
Facts: statements that can be proved to be true or correct
Opinions: views or conclusions reached by someone
8.2 Negative Messages

20. Planning Persuasive Messages
Identify the objective
Identify the main idea
Determine the supporting details
Adjust the content to the receiver
8.3 Persuasive Messages

21. Organizing Persuasive Messages
Gain the reader’s attention
Show a need or benefit
Explain your solution to that need (your request)
Present the supporting information
Ask for a specific action
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In a persuasive message, the writer must overcome resistance to change.
8.3 Persuasive Messages

22. Writing Persuasive Messages
Sales messages
Collection messages
Reminder stage
Strong reminder stage
Discussion stage
Urgency stage
8.3 Persuasive Messages

23. Effective Sales Message
Gains attention and shows a need
Gives a solution
Gives supporting details
Asks for specific action
8.3 Persuasive Messages

24. Proposals Documents that describe a need and recommend a solution
Solicited proposals
RFP (request for proposal)
Unsolicited proposals
Organization and content vary
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An effective proposal states benefits for the receiver.
8.3 Persuasive Messages

25. Chain Letters Are a type of persuasive message
Try to convince the receiver to take some action
Are illegal if sent by U.S. Mail and request money or items of value
8.2 Negative Messages

26. Vocabulary acknowledgment claim collection message credit refusal fact
goodwill message
neutral opening
obstacle
opinion
order
persuasive message
primary appeal
proposal
request denial
request for proposal (RFP)
routine request
sales message
soft sell