Unit 4

Avoid statements that destroy goodwill
• Eliminate condescension
As a retired editor of best sellers, I could assist you in editing your PTA newsletter. With my Ph.D. and your GED, we should be able to work out a suitable set of bylaws for the new club.
Present the most important information in a positive way Give the necessary explanations Cover the remaining part of the objective End with goodwill
Indirect approach
Focus on the receiver’s point of view
• you attitude • “You” conveys to receivers a special feeling • “I” receives significant emphasis.
Focus on the receiver’s point of view
• Project a positive, tactful tone
State ideas using positive language Avoid using second person Use passive voice to convey negative ideas
approaches in dealing with messages
• For invitation, polite approach is the first priority • to achieve effect of courtesy and respect • build up relationships with trading partners • create a better image of a company
Sample letter (Direct approach)
1. Dear Mr. May we have a copy of your brochures concerning the meeting, which was held on July 10, 2000, for announcing projects on industrial development in the Northwest China. Yesterday’s China Dating. Some thought and plans were presented on the electronic and water-treatment fields. We would appreciate more details than those printed in the paper. It would be more helpful if you could send us all the necessary information. We are sure that it will be beneficial to both of us in the near future. Yours sincerely 2. Dear Sir, We are interested in importing cars and would be grateful if you would send us a copy of your latest catalogue, your price list and export terms. Could you also let us know the name of your import agent in Egypt? We look forward to hearing from you Yours faithfully Zhang li Marketing Manager
Assume an empathetic attitude
• • • • • putting myself in your shoes mental projection mutual trust outcome address receiver’s needs and concerns anticipate receiver’s reaction
Adaptation
• • • • • empathetic attitude focusing on receiver’s point of view using bias-free language avoiding statements destroying goodwill, projecting a positive, tactful tone
Sample letter (Indirect approach) Dear Mr. Phillips Thank you for sending us your reservation request. We appreciate your interest in our quality hotel accommodation. Early reservations for two large convention groups have left us with no free rooms for the week of March 15. However, we will be happy to arrange an accommodation for you at the Golden Dragon Hotel, a fine hotel, which is directly across the street from us. May we reserve two single rooms for you at that hotel for the week of March 15? For fast service, please use our FAX number: xx-xx-xxxxxxx. Our machine will take your message at 24-hour service. Enclosed is a copy of our newest brochure showing some modified rules in reservation. We are sure that it would help you make your best choice in future. By staying at our hotel you will continue to obtain top quality accommodation and the most convenient commercial service. We are looking forward to your visit to Beijing. Yours sincerely
a. When your accountant completes year-end financial statements, ask him to send a copy to the loan officer. b. The human resources manager must evaluate his employee’s performance at least twice a year. pronoun. Avoid using a pronoun. When your auditor arrives, he is to go…… Instead: Upon arrival, your auditor is to go noun. Repeat the noun. ……the courtesy of your guide, ask him to…… Instead: the courtesy of your guide, ask the guide to….. noun. Use a plural noun. If a supervisor needs assistance, he can…… Instead: if supervisors need assistance, they can….. Use pronouns from both genders Just call the manager. He will in turn…… Instead: Just call the manager. He or she will in turn……
• • • • ideas expressed clearly and concisely vehicle for positive business relationships boost the receiver’s confidence receiver is valued enough to merit the writer’s best effort
• Deal with a Flattering Tone Appropriately
Avoid statements that destroy goodwill
• Avoid statement of surprise, doubt and judgment
I am surprised that you did not accept. I just cannot understand your attitude.
Unit 4
Tone of a Business Letter
Writing for Your Audience
• relevant information about the receiver • clear picture of the receiver • receiver’s reaction