Topic 06.pdf on Managerial Communications

Managerial Communications

1. Positive and Neutral Business
Messages
Topic: Six

2. Positive and Neutral Business Messages

3. Preliminary Assessment
Assess Particular Situation,
Your Readerand Your Goal
Good Beginning Portraying
The Readers Reaction
For Positive and Neutral
Massage Use Direct Plan

5. The General Direct Plan
BeginningwiththeObjective
Statingthemainpurposedirectly.
Orientingthesender,ifneeded,brieflybeforestatingthe
mainpoint.
CoveringtheRemainingPartoftheObjective
Addingadditionalinformation,explanation,and/or
comment(ifneeded)oncethemainobjectiveisstated.
EndingwithAdaptedGoodwill
Providingappropriatefriendlycommentattheend.

6. Date: 7/2/17
To: Julie Johnson <[email protected]>
From: SuriTanaka <[email protected]>
Re: Remodel Project
Managementisreallypleasedwiththeprogressmadeontheremodel.There
werefouremployeefocusgroupmeetingsheldandtwomeetingswiththe
architects.Justlastweek,thearchitectsbroughtbackthelayoutsfortheback
officesandemployeebreakroom.
Thisnewdrawingincludedcouches,kitchenfacilitiesandmanyoutletsto
rechargeelectronics.Canyoueachprovidesomefeedbackonthisdesign?
Withsomeoftheergonomicfurniturechoices,theprojectstartedtolooklikeit
wouldbeexceedingthebudgetby10percent.
Managementneedsemployeefeedbackonareaswheresomeofthe
improvementscouldbedelayed.
Best,
Suri

7. Theprimarypurposeofeverybusinesscommunication
istodeliverinformationclearlyandefficiently.Clear
communicationensuresthereceiverunderstandsthe
intendedmessage.Efficientcommunicationensuresthe
messageiscommunicatedquicklywithoutalotof
explanationbackandforth.
Positive Message Writing Goal
Positive messages tend to consist of routine or good
news.
Congratulations,Confirmations,Directions,
Simplecreditrequests,orCreditapprovals.

8. Mr.Xhasworkedhardtofindalostshipment.Hefinallyhas
enoughinformationtoemailthecustomerandprovidean
updateonthesituation.Hebeginswritinguphisdraft:“You
won’tbelievehowmanypeopleIhadtocontact
tofindthisforyou.IhadtocallTexas,senda
copytoDallas,andthen…..
Positive Message Example
“IhavefoundyourproductattheTexasdepot,
andIhavescheduleddeliveryforMarch30”

10. Routine Inquiries
ChoosingfromTwoTypesofBeginnings
Startingwithaspecificquestionthatsetsupthebasisof
otherquestions.
Startingwithageneralrequestforinformationandthe
specificquestionsfollowthisinitialquestion.
InformingandExplainingAdequately
Generalexplanatorymaterialfitswellbeforeorafterthe
directrequestintheopeningparagraph.
Placingexplanationswiththequestionsincaseof
multiplequestions.

11. Routine Inquiries(Continued)
StructuringtheQuestions
Makingeachquestionaseparatesentencewithabullet,a
symboltogiveemphasizeandtodrawattention.
Givingeachquestionaseparateparagraphifexplanations
areneededjustafterthequestionbeingasked.
Orderingorrankingquestionswithnumbersthataid
readerstocheckandtoreferwhileanswering.
Structuringquestionsinquestionform.
Avoidingquestionsthatcanbeansweredwithasimple
“yes”or“no”form.
EndingwithGoodwill

12. Example: Routine Request
DearMr.Peterson:
Subject:RequestforInformationAboutBanquetFacilities
Wouldyoupleaseprovideinformationregardingyour
banquetfacilities.
Weareconsideringholdingourannualawardsluncheonfor
265ofourpersonnelatyourhotelonMarch25.Ourdecision
willbebasedonanswerstothefollowingquestions:

13. 1.Isyourfacilityavailablefrom9a.m.until3p.m.on
thatdate?Wewillneedtheadditionaltimeforsetup
andtakedown.
2.Doyouofferfreeuseofaudiovisualequipment?
Wewouldneedacolorprojectorandscreen.
Wewouldsupplytheportablecomputer.
3.Doyouhaveavarietyoflunchesthatcanbe
servedtablesideforbetween$15and$18,
includingtaxandgratuities?
Thankyouforprovidingthisinformationintimeforusto
makeoursiteselectionbyJanuary15.
Continued from Previous Slide…

14. Example:Inquiry
DearMr.Smith
Asarecentcollegegraduateenteringthebusinessworld,I
aminterestedinbuildinganinvestmentportfolio.Pleasesend
theinformationthatanswersthefollowingquestionsabout
yourinvestmentprogram.
•Whatwouldbetherequiredminimuminitialinvestment?
•Doyouofferthefollowinginvestments:stocks,bonds,
mutualfunds,orutilityfunds?
•Whichbond(discountorpremium)isbettertoinvest?
YouranswerstotheabovequestionsbyJune1,200-,would
beappreciated.Youmaysendtheinformationtomeatthe
aboveaddress.
Sincerely,

15. General Favorable Responses
BeginningwiththeAnswer
Ifthereisonlyonequestion,answeritrightaway.
Iftherearetwoormorequestions,startwiththemost
importantone.
IdentifyingtheMessageBeingAnswered
Provideevidenceorreferencetothesender’sinquiry.
LogicallyArrangingtheAnswers
Maintainingtheorderoftheresponsesinwhichtheoriginal
messagewassent.
Givingnumberstothequestions(ifthereadernumbered
theearliermessage).
Arranginganswersbyparagraphstogiveemphasize.

16. General Favorable Responses(Contd.)
SkillfullyHandlingtheNegatives
Emphasizinggoodnews,subordinatingthebadnews.
Placinggoodnewsatthebeginningandendingpartsofa
message.
Givinglessspacetobadnewsandmoretogoodnews.
ConsideringExtras
Addingextrainformationand/oraskingquestionsthat
mightaddvaluetoreader’ssituation.
ClosingCordially
Endingwithafriendlycommentthatwouldaddress
specificsituationofthereader.

17. Example:Routine Reply
Dear Mr. Olson:
Subject: Hosting Your Awards Luncheon
Yes,wewouldenjoyhostingyourawardsluncheononMarch
25.OurL’EnfantRoom,whichhasalovelyviewofthe
Clevelandskyline,isavailableuntil4p.m.thatday.
Toofferround-the-clockservice,wehavecontractedwithan
outsidefirmtoprovideallaudiovisualservicesfora
reasonablefee.Youmaymakearrangementsdirectlywith
GuestServbycallingthecompanyat555-1086.

18. Forthehealth-consciousguest,weoffersoup-and-salad
lunchesforbetween$12and$18.Wealsoofferahotbuffet
linewithyourchoiceoftwomaindishesforbetween$16and
$20.
Nomatterwhatyourchoice,youwillfindthatourfacilities,
food,andserviceliveuptothe“Cleveland’sfinest”label
recentlyawardedtousbyClevelandMonthlymagazine.
Pleasecallmeat555-3288toletmeknowhowwemight
serveyourorganization.
Sincerely,
Continued from Previous Slide…

19. Granting Claims and Adjustments
Adjustmentgrantsinvolvethecontentsofgoodnews–
Providegood-newsanswerdirectly
Refertothemessagethatyouareanswering
Endwithafriendlynote
TwoSpecialNeeds…
Needtoovercomenegativeimpressions.
Needtoregainlostconfidence.

21. NegativeImpressions:Thesearetheattemptsto
overcomethenegativethoughtsthatmayremaininthe
customer’smindevenafterthedamage/failurehas
beencorrected.
Avoidwordsthataidinrecallingthebadsituation.
Avoidnegativewordsthatdescribethesituation.
Avoidapologyattheendasitremindsthebad
experienceofthecustomer(Or,thereader).
Demonstrateconcernforthereader’sinterests.
LostConfidence:Thesearetheattemptstoregainthe
lostconfidencebyexplainingwhathasbeendoneto
rectifythedamageorloss.
Adjustment Grants(Continued)

22. Granting Claims and Requests for
Adjustment
Whenthe“Company”isatfault
Acknowledgereceiptofthecustomer’sclaimor
complaint
Assignpersonalresponsibilityforsettingmatters
straight
Symphetizewiththecustomer’sinconvenience
Explainpreciselyhowyouhaveresolvedorplanto
resolvethesituation
Takestepstorepairtherelationship
Followuptoverifythatyourresponsewascorrect

23. Youre-mailmessageconcerningyourrecentKlondikeorder
hasbeenforwardedtoourdirectoroforderfulfillment.Your
completesatisfactionisourgoal,andacustomerservice
representativewillcontactyouwithin48hourstoassistwith
theissuesraisedinyourletter.
Inthemeantime,pleaseaccepttheenclosed$5giftcertificate
asatokenofourappreciationforyourbusiness.Whether
you’reskiingordrivingasnowmobile,KlondikeGearoffers
youthebestprotectionfromwind,snow,andcold.
Thankyoufortakingthetimetowritetous.Yourinputhelps
usbetterserveyouandallourcustomers.
Example (When company is at fault)
Acknowledges receipt
of the customer’s
message
Explain what will happen
next and when, without
making promises the
writer can’t keep
Takes steps to repair
the relationship and
company’s concern for

24. Granting Claims and Requests for
Adjustment
Whenthe“Customer”isatfault
Weightthecostofcomplyingwithorrefusingthe
request
Ifyouchoosetocomply,openwiththegoodnews
Usethebodyofthemessagetorespectfullyeducate
thecustomeraboutstepsneededtoavoidasimilar
outcomeinthefuture
Closewithanappreciationforthecustomer’s
business

25. DearMr.Silva,
Thankyouforcontactingusaboutyourin-lineskates.Even
thoughyoursix-monthwarrantyhasexpired,SkatesAlive!Is
mailingyouacompletewheelassemblyreplacementfreeof
charge.
Theproductthatyoupurchasedisourbest-sellingandmost
reliableskate.However,wheeljamsmayoccurwhenfine
particlesofsandblockthesmoothrotatingactionofthe
wheels.Theseskatesperformbestwhenusedonroadways
andtracksthatarerelativelyfreeofsand.Wesuggestthat
youremoveandcleanthewheelassembliesonceamonth
andhavethemcheckedbyyourdealereverysixmonths….
Example (When customer is at fault)Acknowledges reader communication,
keeps opening positive by avoiding
negative words such as “Problem”, and
conveys the good message right away.
Explain the problem without blaming the customer by avoiding the
pronoun “You”and by suggesting ways to avoid future problems.

26. Welovehearingfromourskaters,sokeepintouch.Allofus
atSkateAlive!wishyougoodtimesandmilesofhealthy
skating.
Sincerely,
CandaceParker
Customerservicerepresentative
Example (When customer is at fault)
Encourages the reader for continued
correspondence and the culture of
appreciating customers.

27. Example:AdjustmentGrant(Slowand
NegativeTreatment)
Mr.Peterson:
Subject:YourbrokenOldLondonlights
WehavereceivedyourMay1claimreportingthatour
shipmentofOldLondonlamppostlightsreachedyouwith17
brokenunits.Weregrettheinconveniencecausedyouand
understandyourunhappiness.
Apparentlythefaultistheresultofaninexperienced
temporaryemployee’snegligence.Wehavetakencorrective
measures…

28. …toassurethatfutureshipmentswillbepackedmore
carefully.
Iampleasetoreportthatwearesendingreplacementtoday.
Theyshouldreachyoubeforeyoursalesbegin.Our
deliverymanwillpickupthebrokenunitswhenhemakes
delivery.
Again,weregretallthetroublecausedyou.
StephanieKing.
Continued from Previous Slide…

29. Example:AdjustmentGrant(Directand
PositiveTreatment)
Mr.Peterson:
Subject:YourMay1reportoninvoice1248
SeventeencarefullypackedOldLondonlamppostshould
reachyoursalesfloorintimeforyourSaturdaypromotion.Our
deliverymanleftourwarehousetodeliverthesametoyouon
Friday.
Becauseyoursatisfactionwithourserviceandproductsisour
toppriority,wehavethoroughlycheckedourshipping
procedures.Itappearsthattheshipmentwaspackedbya
temporaryemployee…

30. …whowasinchargeforaveteranpacker.Wenowhaveour
veteranpackerbackatwork.
Asyouknow,theOldLondonlamppostlightshavebecome
oneofthehottestproductsinthelightingfield.Weare
confidentthattheywillplaytheirpartinthesuccessofyour
sale.
StephanieKing
Continued from Previous Slide…

31. Order Acknowledgements
UsingDirectnessandGoodwillBuilding
Startwiththegoodnews
Endwithagoodwillnote
Attachwarmexpressiontothenewcustomers
BeingTactfulWithDelays
Avoidaccusingthereaderfordeliveringinadequate
information
Incaseofback-order,emphasizegoodpartsofthe
message
Givecustomersalternative,orsubstituteproduct.

32. Example:OrderAcknowledgement
(SlowMovementtoFavorableResponse)
Mr.Peterson:
YourApril4orderfor$1000worthofBergerpaintshasbeen
received.Wearepleasedtohavethisniceorderandhope
thatitisthebeginningofalongrelationship.
Asyouinstructed,wewillbillyouforthisamount.Weare
shippingthegoodstodaybyFedEx.
Welookforwardtoyourfutureorders.
Sincerely

33. Example:OrderAcknowledgement
(Fast-movingPresentationofaFavorableMessage)
Mr.Peterson:
YourselectionofBergerpaintswasshippedtodaybyFedEx
andshouldreachyoubyWednesday.Asperyourrequirement,
wearesendingyouaninvoicefor$1000,includingsalestax.
Becausethisisyourfirstorderfromus,Iwelcomeyoutothe
BergerPaintsdealersassociation.Ourrepresentative,Ms.
Cindywillcallfromtimetotimetoofferassistanceasneeded.
Wegenuinelyappreciateyourorder.Wearedeterminedto
serveyouwellintheyearsahead.
Sincerely

34. End of Session