commercial letters (i)

8/7/2019 Commercial Letters (I)

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Need and Importance of

Commercial Letters Widen Contacts

Sharing InformationAuthoritative Proof

Record and Reference

Building Goodwill Lasting Impression


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Essentials ofEffective

Commercial Letters Clarity

Simplicity

Conversational Style Correctness

Courtesy

You Attitude

Public Image Persuasion

Sincerity

Completeness


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Layout1. Heading

2. Date

3. Reference

4. Inside Address

5. Salutation

6. Body of the Letter

7. Complimentary Close

8. Signature

9. Identification Marks

10. Enclosures

11. Copy Distribution

12. Post Script


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Forms The Indented Form

TheFull Block

Form


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The Full Block Form


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The Indented Form 1, 2- Right Side

3-8 Left Side 9- Centre

10- After Tab

11-12- Right Side 13-14- Left Side


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Types Good News and Neutral Messages

A. Routine Inquiries

B. General Favourable Responses

C. Claims

D. Adjustment Grants

E. Order Acknowledgement

F. Goodwill Messages


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Types (contd.) Bad News Messages

A. Refused Request

B. Adjustment Refusals

C. Credit Refusals

Persuasion and Sales Messages


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The General Direct Plan Beginning with the objective.

Presenting any necessary explanation. Covering the remaining part of the

objective.

E

nding with adapted goodwill.


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A. Routine Inquiries Choose from two types of Beginnings

A Special Question

A General Request

Informing and Explaining Adequately

Structuring the Questions

Ending the Goodwill


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Example- A parent inquiringabout MBA Program

Dear Sir,Please send me the information I need in determiningwhether to get my son enrolled for the MBA Program in yourInstitution.

Specifically, I need answers to the following questions:1. What are the specializations being offered?2. With which University is this college affiliated to?3. What is the Placement Scenario?

4. What is the Fee Structure?

I will appreciate having answers to the above questions soon.I look forward to the possibility of sending my son in yourInstitute for the coming Academic Session.

General

Request

Numberedquestionsstand out

Goodwillclose


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B. General Favourable

Responses Beginning with the answer.

Identify the message being answered. Logically arrange the answers.

Skillfully handling the negatives.

Considering extras. Closing Cordially


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Example- Reply about theInquiry

Dear Sir,

Following is the information about MBA Programme you requestedin the letter dated____. For your convenience, I have numbered

my response to correspond with the sequence you used.

1. Our college is affiliated to G.G.S Indraprastha University(G.G.S.I.P) which is one of the most renowned University in Delhi.

2. The various specializations being offered in our Institute areMarketing, Human Resources, IT and Finance.

3. Since only one batch has passed so far, the placement was not100%. However, most of our students have been placed inFortune 500 companies.

Direct

Orderlylisting ofanswers

Skillfulhandlingof

negatives


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Contd.4. The fee structure is very nominal as this Institute is only forwards of Army Personnel. The details are:

-

-

If after reviewing this information, you have any other question,please write again. I sincerely hope that your son joins ourInstitute.

Builds goodwill


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C. Claims Begin directly. Tell what is wrong.

Identify the situation in the text or in asubject line.

Present enough of facts to permit adecision.

End positively- friendly but firm.


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Example- Damaged GoodsDear Mr. Mehta,

Subject: Damaged condition of goods, order no.___ dated 30August 2006.

Out of 15 rims of bond paper you had sent to us last month,two rims of Bond Paper of 15 kg are in a damaged condition.Since the other rims in the case are in a good condition, we feelthat the damage was not caused in transit. Perhaps these rimswere damaged during cutting or pressing at your end.

We require this paper to print the annual report of one of ourclients. We request you to replace these defective rims beforefirst week of October.

I will appreciate your usual promptness in correcting this

problem

Suggestssolution

Directstatementof problem

Establishescase firmly


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D. Adjustment Grants Begin Directly- with good news.

Identify the correspondence that youare using.

Avoid negatives that recall the problem.

Regain lost confidence throughexplanation or corrective action.

End with a friendly positive comment.


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Example- Explaining a human

error of wrong monogramDear Ms. Brown,

Subject: Your October 1 2005 inquiry concerning order no. ____

Your leather computer care monogrammed with an Old EnglishB should reach you in a day or two.

Because we value your satisfaction so much, we carefullylooked into the handling of your order. Two people read and

checked the order, and two people overlooked the specification.You will agree, I feel sure, that such things happen even in thebest- run businesses. Even so, we are redoubling our efforts tocontinue to give fast dependable services our customers havecome to expect over years.

Identifiesclaims andtransaction

Direct goodnews

Good persuasiontechnique

Frank and

convincingexplanation


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Contd.We know that your leather computer case will give you manyyears of service. We wish you many years of use from yourcase.

Goodwill specially adapted


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E. Order Acknowledgement Giving status of order, acknowledging

incidentally.

Include some goodwill- sales talk,reselling, or such.

Include a thank- you.

Report frankly or handle problemstactfully.

Close with adapted, friendly comment.


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F. Goodwill Messages Be Prompt Be direct

Be sincere Be specific Be brief

Congratulatory Messages Thank You Notes Sympathy Notes


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Example- Sympathy NoteDear Ralph,

I was deeply saddened to learn Janes sudden death. It was

certainly a great shock to her many friends and colleagues.

Jane had a well earned reputation here for her top notchnegotiation skills and for her endearing sense of humor. Shewas an accomplished manager and a good friend, and I shallmiss her greatly.

If I can smooth the way in your dealings with our humanresource office, I would be honored to help. Please call me onmy direct no. ____ if there is anything I can do.

Begins with

expressionof sympathy

Mentionssome specificquality

Closes witha genuineoffer of help


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SelfExercise Write Routine Inquire Letter and GeneralFavourable Responses for:

Information about Management DevelopmentProgrammes

Inquiry about hotel accommodation

Inquiry about shipment of books.

Write a letter of Adjustment Grants for Damaged Books

Broken tea sets

Damaged Leather bag

commercial letters (i)

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