Business Communication: Process and Product , Mary Ellen Guffey, South-Western.

1. Business Communication: Process and Product, Mary Ellen Guffey, South-Western.

2. Everyone has to give bad news and negative messages sometime. You may have had to tell someone that he or she did not receive an award or win an election. You may have broken up with a sweetheart or have told someone about another couple’s breakup. You may have had to tell someone of the death of a friend or relative.

3. In business, people also have to send bad news messages. Bad news comes in many forms: • the rejection for employment or promotion; the denial of credit; ajob resignation; a customer complaint about a product or service received from a store; a collection letter; a change in company policy; the curtailment of services; and so forth.

4. What kind of messages can be regarded as negative news? • Messages refusing routine requests. • Messages delivering bad news to customers. • Messages dealing with negative organization news.

5. Goals in CommunicatingBad News Acceptance • To make the reader understand and accept the bad news • To promote and maintain a good image of the writer and the writer’s organization • To make the message so clear that additional correspondence is unnecessary • To avoid legal liability Positive image Message clarity Protection

6. Part I Strategies for Breaking Bad News

7. Why should we write bad news carefully? disappoints • Because bad news __________, _______, and sometimes even _______ the reader , such messages must be written carefully. • Because we want to reach the four goals in communicating bad news, such messages must be written carefully. angers irritates

8. How can we reveal bad news successfully? • If we want to break bad news successfully, we have to reduce the bad feelings associated with disappointing news. • The sting of bad news can be reduced by giving reasons and communicating sensitively. • Thus, in most cases, indirect pattern is better than direct pattern for revealing bad news.

9. Why is indirect pattern better than direct pattern • By using indirect pattern, you prepare the reader before revealing the bad news, thus soften the impact of this message. • The indirect strategy enables writers to keep the readers’ attention until you have been able to explain the reasons for the bad news.

10. The direct pattern may be more effective in situations such as the following: P335-336 When the receiver may overlook(fail to notice) the bad news. When organization policy suggests directness. When the receiver prefers directness. When the firmness is necessary. When the bad news is not damaging.

11. Part IObjective 1 and Objective 3 Using the Indirect Pattern to Preapre the Reader Developing Bad-News Messages

12. When developing bad-news messages, writers can use whichever strategy (indirect or direct ) seems most appropriate to the situations or to their organizations. • As I have metioned before, today we will learn how to develop and apply the indirect strategy.

13. Activity • Turn to page 353 and finish Activity 10.1

14. The Indirect Pattern Buffer

15. Buffer Reasons The Indirect Pattern

16. Buffer Reasons Bad News The Indirect Pattern

17. Buffer Reasons Bad News Close The Indirect Pattern More details in figures 10.1 and 10.2

19. The 4-part Indirect Pattern Buffer • – a neutral or positive opening that does not reveal the bad news • – an explanation of the causes for the bad news • – a clear but understated(轻描淡写的) announcement of the bad news that may include an alternative or compromise • – a personalizing, forward-looking, pleasant statement Reasons Bad News Close

20. Dear Mr. Jackson, Thank you for allowing us to review your credentials and interview you in our search for a Marketing Director. We regard this position as integral to the success of our expanding operations, and the high caliber of the applicants impressed us all. The committee enjoyed talking to you about your extensive background in the Mid-Western division of Honeymaker. Because of our intention to open up a new Latin American division, we determined that international marketing experience and fluency in Spanish would be two key cretiria in the selection process. We have therefore offered the position to a bilingual applicant with over ten years of involvement in the Latin American market. You were one of the top candidates in the group, and we are confident that your excellent qualifications will gain you a challenging position with a company that can optimize your strenghths in the domestic market. Thank you again for your interest in Honeymaker; we take it as a compliment that someone with your expertise would like to work with us. We wish you well in your search for a marketing position that will put your excellent managerial experience to best use. Yours sincerely,

21. What can good buffer do? • Avoid revealing the bad news immediately. • Provide a natural transition to the next part—the reasons. • Avoid conveying a false impression that good news follows. BACK

22. Why are reasons the most important part in the bad-news message? • Without sound reasons for denying or refusing, a letter will fail, no matter how cleverly it is organized or written. • Providing reasons for bad news reduces feelings of illwill and improvesthe chances that the reader will accept the bad news. BACK

23. Why should the writer cushion(减轻…的打击) the bad news? • Readers often suffer personally from the bad news. • If the writer is relationship-oriented one, he/she will prefer to cushion the blow of bad news by using thoughtful techniques. BACK

24. Why should the writer close the bad-news message pleasantly? • A pleasant satement in the closing of the message can promote goodwill in readers.

25. NO! Part 2Refusing Routine Request

26. Refusing Routine Request includes: • Refusing proposals from employees. • Rejecting requests for contributions of money, time, equipment, or other support. • Rejecting requests for favors, information and action. • Declining invitation.

27. Which pattern should be used? • Depending on how you think the receiver will react to your refusal, you can use the direct or indirect pattern. • If you have any doubt, use the indirect pattern. • The indirect pattern used in bad-news message can also be called reasons-before-refusal pattern.

28. “Before” – Ineffective Customer Request Refusal (Activity 10.7)

29. Customer Request Refusal – “Before” Version Dear Mr. Waters: Unfortunately, we cannot allow you to apply the lease payments you’ve been making for the past ten months toward the purchase of your Sako 600 copier. Company policy does not allow such conversion. Have you ever wondered why we can offer such low leasing and purchase prices? Obviously, we couldn’t stay in business long if we agreed to proposals such as yours.

30. Customer Request Refusal – “Before” Version You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility(多功能性) and reliability. Perhaps we could interest you in another Sako model – one that’s more within your price range. Do give us a call. Sincerely,

31. Critical Thinking Questions 1. What is the purpose of the previous letter? What goals should the sender have? 2. What prevents this letter from achieving those goals? 3. What pattern of development would work best for this letter? Has it been followed? 4. What idea could be used as a buffer to open an improved version of this letter? Write a buffer.

32. Critical Thinking Questions 5. How could the bad news be subordinated? Write a statement that subordinates the bad news. 6. What friendly news could be used in the closing? Write a closing statement.

33. “After” – Improved Customer Request Refusal

34. Customer Request Refusal – “After” Version Dear Mr. Waters: We’re happy to learn that you are enjoying the use of the Sako copier you’ve been leasing for the past ten months. Like our many other customers, you have discovered that Sako copiers offer remarkable versatility and reliability. One of the reasons we’re able to offer these outstanding copiers at such low leasing rates and equally low purchase prices is that we maintain a slim profit margin. If our program included a provision for

35. Customer Request Refusal – “After” Version applying lease payments toward the purchase price, our overall prices would have to be higher. Although lease payments cannot be credited toward purchase price, we can offer you other Sako models that are within your price range. The Sako 400 delivers the same reliability with nearly as many features as the Sako 600. Please let us demonstrate the Sako 400 to your staff in your office, Mr. Waters. Our representative, Tracy Wilson, will call you soon to arrange a time. Sincerely, BACK

36. Techniques for Refusing Routine Request

37. Buffer • Pay a compliment, show appreciation for a past action, or refer to something mutually understood. (in the improved version on page 339, the writer starts with a buffer that delivers honest praise and the buffer also includes the date of the meeting, which is used to connect the reasons that follow.) • Avoid raising false hopes. • Avoid thanking the receiver for something you are about to refuse. Other techniques are on P332

38. Reasons • Explain why the request must be denied, without revealing the refusal, just focus on positive elements. • Show how your decision benefits the receiver or others, if possible. • Mark is specialist. • The company relies on his expertise. • Everyone will benefit if he passes up the conference. Other techniques are on P333

39. Bad News • Soften the bad news by: • subordinating it (although we can't loan our equipment, we wish you well in . . .) • using the passive voice (although our equipment can't be loaned) • embedding it in a long sentence or paragraph • Consider implying the refusal, but be certain it is clear. (in the improved version on page 339, the writer implies the refusal) • Suggest an alternative, if one exists. Other techniques are on P334

40. Close • Supply more information about an alternative, if one is offered (in the improved version on page 339, the writer suggests a qualified alternative) • Look forward to future relations. • Offer good wishes and compliments. • Avoid referring to the refusal. Other techniques are on P335

41. Part 4SENDING BAD NEWSTO CUSTOMERS Page 342

42. Customer bad-news messages typically handle: • Problems with orders • Denial of claims • Credit refusals

43. What is the difference between customer letter and other negative message • The customer letter usually include resale or sales promotion emphasis.

44. Buffer • Express appreciation for the customer’s patronage or for his or her writing. • Show agreement on some point, review the facts, or show understanding.

45. Reasons • Justify the bad news with objective reasons (except in credit denials). • Use resale, if appropriate, to restore the customer’s confidence. • Avoid blaming the customer or hiding behind company policy. • Look for reader benefits.

46. Bad News • State the bad news objectively or imply it. • Use resale or sales promotion only if you think it will not be offensive.

47. Close • Suggest an action or an alternative. • Look forward to future business, offer best wishes, refer to gifts. • Don’t mention the bad news.

48. Negative News for Customers - ImprovedDocument for Analysis 10.8 on page 355“After” Version

49. “After” Version - Document for Analysis 10.8 Dear Charge Customers: We at Golden West Print and Frame Shop appreciate the confidence you've shown in our past services, and we look forward to continuing to serve you in the future. One of the ways we have served our customers in the past was with in-house charge accounts. As a small but growing business, we have found that carrying our own credit has become quite costly.

50. “After” Version - Document for Analysis 10.8 Rather than raise our prices to maintain that service, we have decided to eliminate in-house charge accounts in favor of bank credit cards. At no extra charge, you may now use either Visa or MasterCard in purchasing prints or frames. Drop by soon and use your bank credit card to charge a selection from our new collection of museum-quality gilded wood frames. BACK