AQ.1 What are the five steps to formulate a successful mar- keti.docx

A
Q.1 What are the five steps to formulate a successful mar-
keting plan?
Q.2 How would you apply and use Google digital tools?
Q.3 Describe keyword lists to test the plan.
Q.4
How would you use digital channels to create demand?
Q.5 List three kinds of segmentation. For what kinds of
products or services would one kind be more important than
another?
Q.6 What are product positioning and perceptual mapping?”
(Clue – Search the internet for definitions and examples.)
Q.7 What is viral marketing? Provide an example not referred to
in this book. Why do you think a viral effect was created in
your example?
Q.8 How can a small company use Google AdWords for market
research?
Q.9
What factors determine whether the business would offer
discounts?
Q.10 What are the three pricing objectives? Give an example
of an industry that would use each.
Q.11 Youownacafeinalargeurbanareathatcarriesatotal
of$500,000peryearinfixedcosts.Yourcafesellsonly coffee for
$2.50 per cup. The average variable cost per cup (coffee mix,
cup costs, etc.) is $1. How many cups do you need to sell per
day to break even? If the price of the coffee decreased by 10
percent for a special promotion (with all other costs staying
the same), how many cups would you need to sell to break
even?
B
Q.1What are the key attributes of crowdsourcing?
Q.2 What are the main differences between open and closed
innovation?

Q.3 Name four different types of crowdsourcing and describe
how they differ.
Q.4 What are the advantages of tournament‐based
crowdsourcing?
Q.5 What is the main difference between open‐source
development and crowdsourced development?
Q.6 Where would you place on Figure 5.2 a (a) development
done entirely by an in‐house R&D group and a (b) collaborative
development done by a closed group of companies. (Use
Sematech as your model.
Q.7 Name four different applications of crowdsourcing that can
be used by entrepreneurs in starting and growing their ven-
tures? How do they differ?
Q.8 Name five different types of crowdfunding and how they
differ. What are the advantages of reward‐based funding over
equity‐based crowdfunding? Does the hybrid model remove
these disadvantages—explain your answer?
Q.9 Name three risks associated with crowdsourcing and how
these can be managed.
Q.10 Describe a business that is not mentioned in this chapter
but which uses the crowd as a key part of their business model.
Explain how this can create a sustainable competitive
advantage.
Lars is planning a meeting to decide on a new policy for
evaluating probationary employees. How many participants
should he invite?
A businessperson meets with an executive from another country,
and she immediately begins to discuss business. The executive
might be particularly offended if he is from which country?
Teams should try to avoid conflict entirely because it reduces
morale.(T/F)
Teams may reach a decision by ____________________, which
requires that discussion continues until all members have aired
their opinions and, ultimately, agree. (consensus)
Test 2

A company's annual report describes the company's efforts to
improve the environment. The primary purpose of this report is
to ____; the secondary purpose is to ____. (inform/persuade)
Lawrence has been asked to learn how many cars drive by a
specific location that his company is considering for a new
restaurant. Probably the most useful way to research this
information would be by(investigate primary sources)
For the amount of, until such time as, and due to the fact that
are examples of(compound prepositions) The third phase of the
3-´-3 writing process includes ____________________,
proofreading, and evaluating.(revising)
Kathryn booked a hotel through a local travel agency. Her
accommodations were not as the agent described. Although she
stayed in the hotel, she was very unhappy and feels that the
agent is at fault. The best way for Kathryn to communicate her
unhappiness with the accommodations would be to (write a
letter)
Mary Anne is writing a sales letter to a company in Japan,
which is a high-context culture. What should she do to make
sure she is persuasive with this audience?(emphasize we and our
and not the I view)
Which of the following is the best advice when communicating
bad news?(write the bad news carefully)
What is the first thing most companies do for damage control
when a problem arises?(call the individual if possible)
If you have any questions, please do not hesitate to contact me
is an example of an effective, professional closing for an e-mail
message or memo. (T or F) FALSE
Storing and accessing data along with software in a remote
network is known as __________ (cloud computing)
Because the ____________________ of a persuasive message
establishes the strategy of the message, determine it
first.(purpose)
what is the difference in a pie chart, a line chart and a bar chart
What is the difference in an analytical report and an
informational report

When you see the acronym RFP it stands for Request For
Proposal
The most common type of resume is a chronological resume. (it
lists your jobs in the order you have done them by date)
our final is available beginning today and will die at 11:30
Friday night
There is NO MAKEUP available for the final
The password is finally
Good luck and have a good few days away from school.
Business Communication:
Process and Product, 8e
Mary Ellen Guffey and Dana Loewy
Instructor PowerPoint Library, 8e
10
Persuasive and Sales Messages
© 2015 Cengage Learning. All Rights Reserved. May not be
scanned, copied or duplicated, or posted to a publicly accessible
website, in whole or in part.
Ch. 10, Slide 1
Learning Objective 1

Ch. 10, Slide 2
Explain digital-age persuasion, identify effective persuasive
techniques, and apply the 3-x-3 writing process to persuasive
messages in print and online.
© denis_pc/Fotolia
Ch. 10, Slide 3
Understanding Persuasion in the Digital Age
Persuasive skills are ever more important:
Leaner corporate hierarchies
Blurring lines of authority
Reliance on teams
Savvy, well-informed consumers
Many managers try to influence others instead of issuing
commands.
Ch. 10, Slide 4
What is Persuasion?

Persuasion is “a symbolic process in which communicators try
to convince other people to change their attitudes or behaviors
regarding an issue through the transmission of a message in an
atmosphere of free choice.”
-- Richard M. Perloff
© leremy/Fotolia
Ch. 10, Slide 5
Perloff’s Five Components of Persuasion
Is a symbolic process
Involves an attempt to influence
Is self-persuasion
Involves transmitting a message
Requires free choice
website, in whole or in part. © leremy/Fotolia
Ch. 10, Slide 6
Six Basic Principles That Direct Human Behavior
Reciprocation
Commitment
Social Proof
Liking
Authority

Scarcity
© Marina Zlochin/Fotolia
Ch. 10, Slide 7
How Has Persuasion Changed in the Digital Age?
The volume and reach of persuasive messages have exploded.
Persuasive messages spread at warp speed.
Organizations of all stripes are in the persuasion business.
Persuasive techniques are more subtle and misleading.
Persuasion is more complex and impersonal.
© denis_pc/Fotolia
Ch. 10, Slide 8
Effective Persuasion Techniques
Establishing credibility
Making a reasonable, specific request
Tying facts to benefits
Recognizing the power of loss
Expecting and overcoming resistance
Sharing solutions and compromising

Ch. 10, Slide 9
Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 1: Analyze, Anticipate, Adapt
What do you want the receiver to do or think?
Does the receiver need to be persuaded?
How can you adapt your message to appeal to this receiver?
Ch. 10, Slide 10
Phase 2: Research, Organize, Compose
What information do you need? Where can you locate it?
Which strategy is better – direct or indirect?
Ch. 10, Slide 11
Phase 3: Revise, Proofread, Evaluate
Is the message clear and concise?
Is the message conversational?
Are format, grammar, and mechanics correct?
Will the message achieve its purpose?

Ch. 10, Slide 12
Describe the traditional four-part AIDA strategy for creating
successful persuasive messages, and apply the four elements to
effective and ethical business messages.
Ch. 10, Slide 13
Persuading With AIDA
Attention
Interest
Desire
Action

Ch. 10, Slide 14
AIDA – Gaining Attention
1
Summary of problem
2
Unexpected statement
3
Reader benefit
Ch. 10, Slide 15
AIDA – Gaining Attention
4

Compliment
5
Related facts
6
Stimulating question
Ch. 10, Slide 16
AIDA – Building Interest
1
Facts, figures
2
Expert opinions
3
Examples

Ch. 10, Slide 17
AIDA – Building Interest
4
Specific details
5
Direct benefits
6
Indirect benefits
Ch. 10, Slide 18
AIDA – Eliciting Desire
1
Reduce resistance

2
Anticipate objections
3
Offer counterarguments
Ch. 10, Slide 19
AIDA – Eliciting Desire
4
Use What if? scenarios
5
Demonstrate competence
6
Show value of proposal

Ch. 10, Slide 20
AIDA – Prompting Action
1
Describe specific request
2
Sound confident
3
Make action easy to take
Ch. 10, Slide 21
AIDA – Prompting Action
4
Offer incentive or gift
5
Don’t provide excuses

6
Repeat main benefits
Ch. 10, Slide 22
Being an Ethical Persuader
Build Credibility:
1
Be truthful and believable.
2
Stick to the facts and don’t exaggerate.
3
Don’t manipulate or mislead.
4
Don’t omit crucial information.
5
Don’t provide deceptive emphasis.

Ch. 10, Slide 23
Craft persuasive messages that request actions, make claims,
and deliver complaints.
© Ogerepus/Fotolia
Ch. 10, Slide 24
Using the AIDA Strategy in Requests, Claims, and Complaints
Prewrite
Who cares?
What’s in it for you?
What’s in it for me?
Why should I?
Determine your purpose. Know exactly what you want to

achieve. Anticipate the reaction of your audience. Remember
that the receiver is thinking:
© Ogerepus/Fotolia
Ch. 10, Slide 25
Gain Attention
Use the indirect strategy rather than blurting out the request
immediately.
Begin with a problem description, unexpected statement, reader
benefit, compliment, related facts, or stimulating question to
grab attention.

© Ogerepus/Fotolia
Ch. 10, Slide 26
Build Interest
Convince the audience that your request is reasonable.
Develop interest by using facts, statistics, examples,
testimonials, and specific details.
Establish your credibility, if necessary, by explaining your
background and expertise. Use testimonials, expert opinions, or
research if necessary.
Ch. 10, Slide 27
Build Interest

Support your request by tying facts to direct benefits (increased
profits, more efficient operations, better customer relations,
saving money, a returned favor) or indirect benefits (improving
the community, giving back to the profession, helping the
environment).
In claims and complaints, be objective but prove the validity of
your request.
© Ogerepus/Fotolia
Ch. 10, Slide 28
Elicit Desire and Reduce Resistance

Anticipate objections to your request by using
What if? scenarios and provide compelling counterarguments.
Demonstrate credibility and competence.
In claims and complaints, use a moderate, unemotional tone.
What if…?
© Ogerepus/Fotolia
Ch. 10, Slide 29
Motivate Action

Make a precise request that spells out exactly what you want
done.
Add a deadline date if necessary.
Repeat a key benefit, provide additional details, or offer an
incentive. Express appreciation.
Be confident without seeming pushy.
© denis_pc/Fotolia
Ch. 10, Slide 30
Focusing on Benefits in Persuasive Requests
Direct Benefit:
If you accept
our invitation to speak, you will have an audience of 50

potential customers for our products.
Indirect Benefit:
Your
appearance would prove your professionalism and make us
grateful for your willingness to give something back to the
profession.
Ch. 10, Slide 31
“Before” – Ineffective Request
Dear Dr. Thomas:
Because you know Atlanta and live here in our town, we
thought about asking you to speak at our GSU Business Awards
banquet April 28.
A few students on campus have read and admired your book
Beyond Race and Gender, which appeared last spring and
became a bestseller across the nation. We were amazed that a
local author is now the nation’s diversity management guru.
But what exactly did you mean when you said that America is
no longer a melting pot of ethnic groups—it’s an “American
mulligan stew”?
Georgia State University doesn’t have any funds for honoraria,
so we can invite only local speakers. The Reverend James R.
Jones and Vice Mayor Rebecca A. Timmons were speakers in
the past. Our awards banquet gets started at 6 p.m. with a social
hour, followed by dinner at 7 and the speaker from 8:30 until 9.
If you require, we can arrange transportation for you and your
guest.

Although you are a very busy person, we hope you will agree to
this invitation. Thank you in advance. Please notify our advisor,
Professor Alexa North.
Sincerely yours,
Ch. 10, Slide 32
“After” – Improved Request
Dear Dr. Thomas:
Your book Beyond Race and Gender stimulated provocative
discussion across the nation and on our campus when it first
appeared last spring.
Business students at Georgia State University now consider you
the nation’s diversity management guru, and for that reason
they asked me to use all my powers of persuasion in this
invitation. Because we admire your work, we would like you to
be our keynote speaker at the GSU Business Awards banquet
April 28.
As students at an urban campus in a metropolitan area, we are
keenly aware of diversity issues. In your words, America is no
longer a melting pot of ethnic groups; it is now an “American
mulligan stew.” We would like to hear more about the future
workforce and how managers can maximize the contribution of
all employees.
Although we can’t offer you an honorarium, we can promise

you a fine dinner at the GSU Faculty Club and an eager and
appreciative audience of over 100 business students and faculty.
Speakers in the past have included the Reverend James R. Jones
and Vice Mayor Rebecca A. Timmons.
Ch. 10, Slide 33
“After” – Improved Request (continued)
Dr. Thomas Page 2
Current date
The evening includes a social hour at 6 p.m., dinner at 7 p.m.,
and your remarks from 8:30 until 9. So that you won’t have to
worry about transportation or parking, we will arrange a
limousine for you and your guest.
Please make this our most memorable banquet yet. Just call our
adviser, Professor Alexa North, at 356-9910 before April 5 to
accept this invitation.
Sincerely yours,

Ch. 10, Slide 34
Understand interpersonal persuasion at work and write
persuasive messages within organizations.
© denis_pc/Fotolia, © denis_pc/Fotolia, © Andrey/Fotolia
Ch. 10, Slide 35
Persuasion in Digital-Age Organizations
Managers no longer serve as primary information providers.
Many supervisors view themselves as collaborators and
mentors.
Executives increasingly rely on persuasion to achieve buy-in
from subordinates.
Ch. 10, Slide 36
Persuasion in Digital-Age Organizations
Shift in authority is affecting the strategies and tone of
workplace persuasive messages.
© denis_pc/Fotolia, © denis_pc/Fotolia, © Andrey/Fotolia

© denis_pc/Fotolia
Ch. 10, Slide 37
Persuading Employees: Messages Flowing Downward
Persuasive requests may include the following:
Participating in volunteer projects
Joining programs to stop smoking, lose weight, or start
exercising
Ch. 10, Slide 38
Persuading Employees: Messages Flowing Downward
Instructions or directives moving downward from supervisors
usually require little persuasion.
BUT:
Paying attention to tone is necessary.
© denis_pc/Fotolia
Ch. 10, Slide 39
Persuading the Boss: Messages Flowing Upward
Focus on evidence such as facts and figures.
If possible, quantify the benefits of your idea in dollar terms.

Be confident and even-handed when pitching your idea.
© denis_pc/Fotolia
Ch. 10, Slide 40
Persuading the Boss: Messages Flowing Upward
BUT:
Be sensitive to tone; use words such as suggest and recommend,
not you must or we should.
© denis_pc/Fotolia
Ch. 10, Slide 41
Create effective and ethical direct-mail and e-mail sales
messages.

© dashadima/Fotolia.com
Ch. 10, Slide 42
Creating Persuasive
Sales Messages in Print and Online
Prewrite: Analyze your product
or service.
What makes it special?
1
What central points should you emphasize?
2
How does it compare with the competition?
3
Ch. 10, Slide 43
Creating Persuasive
Prewrite: Profile your audience.
How will this product or service benefit the audience?

1
What do you want the audience to do?
2
Increase the response rate by targeting your audience through
selected database mailing lists.
Ch. 10, Slide 44
Creating Persuasive
Gain Attention
Describe a product feature, present testimonials, make a
startling statement, or show the reader in an action setting.
1
Ch. 10, Slide 45
Creating Persuasive

Gain Attention
Offer something valuable, promise a significant result, or
describe a product feature.
2
Ch. 10, Slide 46
Creating Persuasive
Gain Attention
Suggest a solution to a problem, offer a relevant anecdote, use
the receiver’s name, or mention a meaningful current event.
3
© Petr Vaclavek/Fotolia
Ch. 10, Slide 47
Creating Persuasive

Build Interest
Describe the product in terms of what it does for the reader:
Show how the product or service saves or makes money,
reduces effort, improves health, produces pleasure, or boosts
status.
1
Ch. 10, Slide 48
Creating Persuasive
Elicit Desire, Reduce Resistance
Counter anticipated reluctance with attractive warranties, trial
offers, free samples, money-back guarantees, or testimonials.
1
© leremy/Fotolia
Ch. 10, Slide 49

Creating Persuasive
Elicit Desire, Reduce Resistance
Build credibility with results of performance tests, polls, or
awards.
2
If price is not a selling feature, describe it in small units, show
it as savings, or tell how it compares favorably with the
competition.
3
Ch. 10, Slide 50
Creating Persuasive
Motivate Action
Close by repeating a central selling point with clear instructions
for easy action.
1
Prompt the reader to act immediately with a gift, incentive,
limited offer, or deadline.

2
Ch. 10, Slide 51
Creating Persuasive
Motivate Action
Put the strongest motivator in a postscript.
3
Make it easy to respond.
4
In e-mails, include an opportunity to opt out.
5
© raven/Fotolia
Ch. 10, Slide 52

Direct Mail or E-Mail?
Direct mail offers a higher response rate than e-mail.
1
Some Characteristics
Direct mail can be personalized and carries a more complete
message.
2
Direct mail is expensive compared to
e-mail.
3
Ch. 10, Slide 53
Direct Mail or E-Mail?
E-mail is the
No. 1 marketing medium, ahead of direct mail.
4
Some Characteristics
E-marketers can distribute a promotion faster than traditional
messages.

5
© leremy/Fotolia
Ch. 10, Slide 54
Writing Successful E-Mail
Sales Messages
Craft a catchy subject line.
1
Keep the main information “above the fold.”
2
Make the message short, conversational, and focused.
3
© leremy/Fotolia
Ch. 10, Slide 55
Writing Successful E-Mail
Sales Messages

Convey urgency.
4
Sprinkle testimonials throughout the copy.
5
Provide a means for opting out.
6
© denis_pc/Fotolia
Ch. 10, Slide 56
Writing Short Persuasive
Messages Online
Business communicators use social media to promote their
businesses, further their causes, and build their online
personas—not primarily for overt selling.
1
Many of the principles of persuasion also apply to
micromessages (online posts or tweets) although only parts of
the AIDA strategy may be used.
2

© denis_pc/Fotolia
Ch. 10, Slide 57
Types of Persuasive Posts
and Tweets
Updates of events, experiences, thoughts, and exploits
Promotional offers such as an invitation to participate in games
Announcements of interesting events, publications, and media
links
Ch. 10, Slide 58
Apply basic techniques in developing persuasive press releases.
© denis_pc/Fotolia, © alexmillos/Fotolia.com, ©
Andrey/Fotolia
Ch. 10, Slide 59
What Are Press Releases?

Press (news) releases announce important information to the
media, traditional or digital:
new products
management changes
new facilities
sponsorships
community projects
awards given or received
joint ventures
donation
seminars
demonstrations
Ch. 10, Slide 60
The Purpose of Press Releases
Organizations hope that the media will pick up the news and
provide good publicity.
BUT:
Purely self-serving or promotional information is not appealing
to editors and producers.
© denis_pc/Fotolia, © alexmillos/Fotolia.com, ©
Andrey/Fotolia
© alexmillos/Fotolia.com, © denis_pc /Fotolia

Ch. 10, Slide 61
Developing Persuasive
Press Releases
Open with an attention-getting lead or a summary of the
important facts.
Include answers to the five Ws and one H (who, what, when,
where, why, and how) in the article—but not all in the first
sentence!
Appeal to the audience of the target media. Emphasize reader
benefits written in the style of the focus publication or
newscast.
© denis_pc/Fotolia
Ch. 10, Slide 62
Press Releases
Insert intriguing and informative quotations of chief decision
makers to lend the news release credibility.
Present the most important information early, followed by
supporting information. Don’t put your best ideas last because
the may be chopped off or ignored.

© denis_pc/Fotolia
Ch. 10, Slide 63
Press Releases
Make the document readable and visually appealing. Limit the
text to one or two double- spaced pages with attractive
formatting.
Look and sound credible—no typos, no imaginative spelling or
punctuation, no factual errors.
© alexmillos/Fotolia.com
Ch. 10, Slide 64
END

8
Positive Messages
Ch. 8, Slide 1
Ch. 8, Slide 2
Understand the channels through which typical positive
messages travel in the digital era—
e-mails, memos, and business letters—and apply the 3-x-3
writing process.
Ch. 8, Slide 3
Positive Messages— Characteristics
1

Are routine and
straightforward
Positive messages share the following traits:
2
Help workers conduct everyday business
3
Make up the bulk of workplace communication
4
Require solid writing skills
Ch. 8, Slide 4
Positive Messages—Types
1
Simple requests for information or action
2
Replies to customers
3
Explanations to coworkers
4
Instructions
5
Direct claims and complaints

website, in whole or in part. © mostafa fawzy/Fotolia, ©
Marina Zlochin/Fotolia, © Dark Vectorangel/Fotolia
Ch. 8, Slide 5
Channels Used for
Positive Messages
E-mails
Memos
Letters
Social media networks
Blogs
IM and text messages
website, in whole or in part. © Iadam/Fotolia
Ch. 8, Slide 6
Effective Positive Messages
and the Writing Process
Phase 1:
Analysis, Anticipation, and Adaptation
Do I really need to write this
e-mail, memo, or letter?
Why am I writing?
How will the reader react?

What channel should I use?
How can I save my reader’s time?
website, in whole or in part. © Marina Zlochin/Fotolia
Ch. 8, Slide 7
Business Letters
Are still the preferred channel for external communication in
certain situations
Go to suppliers, government agencies, vendors, and customers
Encourage feedback
Project a favorable image of the organization
Promote future business
website, in whole or in part. © Marina Zlochin/Fotolia
Ch. 8, Slide 8
Business Letters
Provide a permanent record
Are confidential and formal
Deliver contracts
Explain terms
Share ideas
Negotiate agreements
Answer vendor questions
Maintain customer relations

website, in whole or in part. © denis_pc/Fotolia
Ch. 8, Slide 9
Phase 2:
Research, Organization, and Drafting
Collect information.
Choose the best organizational strategy.
Compose the first draft.
Group similar information together.
Keep your paragraphs short.
Ch. 8, Slide 10
Phase 3:
Revision, Proofreading, and Evaluation
Is the message clear?
Is the message correct?
Did you plan for feedback?
Will this message achieve its purpose?

Ch. 8, Slide 11
Compose direct messages that make requests, respond to
inquiries online and offline, and deliver step-by-step
instructions.
website, in whole or in part. © helen cingisiz/Fotolia
Ch. 8, Slide 12
Creating Request Messages
Opening– main idea first:
Ask a question or issue a polite command (Please answer the
following question).
Avoid long explanations preceding the main idea.
Ch. 8, Slide 13
Body—provide details and explain your purpose:
Express questions in numbered or bulleted form.
Use open-ended questions (What steps are necessary…?) instead
of yes-or-no questions (Can she conclude her contractual
obligation…?).
Suggest reader benefits, if possible.

Ch. 8, Slide 14
Closing—end with appreciation and a call for action:
State specifically, but courteously, what action is to be taken.
Set an end date, if necessary. Provide a logical reason for the
end date.
Ch. 8, Slide 15
Avoid cliché endings (Thank you for your cooperation).
Show appreciation, but use a fresh expression.
Make it easy for the receiver to respond.
Closing—end with appreciation and a call for action:
Ch. 8, Slide 16
To:Kim Johnson <[email protected]>
From:Tim Rudolph <[email protected]>
Subject:New Policy
This e-mail is written to inform you that I continue to receive
disturbing reports about the misuse of e-mail by employees. In
the course of the past three months I have heard of defamatory
messages, downloads of pornography for all the staff to see, and
even a basketball pool that turned into a gambling operation.

In view of the foregoing, I am herewith instructing your office
that an e-mail policy for the staff is needed. By October 1 a
rough draft of a policy should be forthcoming. At the very
minimum it should inform each and every employee that e-mail
is for business only. Employees must be told that we reserve the
right to monitor all messages. No pictures or attachments should
be in the e-mail system without there being a valid reason. And
we should not be using e-mail to be saying anything about
personnel matters—such as performance reviews and salaries.
If you have any questions, do not hesitate to call.
“Before”—Ineffective
Request E-Mail
Ch. 8, Slide 17
To:Kim Johnson <[email protected]>
From:Tim Rudolph <[email protected]>
Subject:Developing Staff E-Mail Policy
Please draft a policy outlining appropriate e-mail use for
employees.
We need such a policy because I have received reports of
misuse including defamatory messages, pornography downloads,
and even gambling. Here are a few points that the policy should
cover:
E-mail is for business use only.
E-mail messages may be monitored.

No pictures or attachments should be sent without a valid
reason.
E-mail should not be used to discuss personnel matters.
Please submit a draft to me by October 2 because we hope to
have a final policy completed by November 5. Call if you have
questions.
“After”—Improved
Request E-Mail
Ch. 8, Slide 18
Responding to Requests
Subject Line
Identify the topic and any previous correspondence.
Use abbreviated style, omitting articles (a, an, the).
Ch. 8, Slide 19
Opening
Open directly.
Deliver the information the reader wants.
When announcing good news, do so promptly.

Ch. 8, Slide 20
Body
Explain the subject logically.
Use lists, tables, headings, boldface, italics, or other graphic
devices to improve readability.
Promote your products and your organization to customers.
Ch. 8, Slide 21
Closing
Offer a concluding thought, perhaps referring to the information
or action requested.
Avoid cliché endings (If you have any other questions, don’t
hesitate to call).
Be cordial.
Ch. 8, Slide 22
Responding to Customers Online
Vocal individuals can start a firestorm of criticism or become
powerful brand ambassadors championing certain products they
love.
Companies must adopt strategies that help them to decide when
and in what ways to respond.

Decision trees and diagrams guide employees in responding to
online prices.
Ch. 8, Slide 23
Responding to Customers Online
Be positive
Be transparent
Be honest
Be timely
Be helpful
Ch. 8, Slide 24
Prepare contemporary messages that make direct claims and
voice complaints, including those posted online.
Ch. 8, Slide 25
Direct Claims and Complaints
Opening
Explain immediately what you want done.
State the remedy briefly when it is obvious (Please credit my

Visa account).
Explain your goal when the remedy is not obvious
Ch. 8, Slide 26
Body
Explain the problem and justify your request.
Provide details objectively and concisely.
Be organized and coherent. Don’t ramble.
Ch. 8, Slide 27
Body
Avoid becoming angry or trying to fix blame.
Include names and dates with previous actions.
Ch. 8, Slide 28
Closing
End courteously with a tone that promotes goodwill.
Request specific action, including end date, if appropriate.

Ch. 8, Slide 29
Posting Complaints and Reviews Online
1
Exhaust all other options for claims with the company before
venting online.
2
Don’t express dissatisfaction just to let off steam.
3
Think whether people you respect and prospective employers
would approve.
4
Understand that businesses can sue individuals for negative
online posts.
Ch. 8, Slide 30
Prepare contemporary messages that make direct claims and
voice complaints, including those posted online.
Create adjustment messages that salvage customers’ trust and
promote further business.

Ch. 8, Slide 31
Adjustment Messages
Opening
When approving a customer’s claim, announce the good news
(adjustment) immediately.
Avoid sounding grudging or reluctant.
Ch. 8, Slide 32
Adjustment Messages
Body
Strive to win back the customer’s confidence.
Explain what went wrong (if you know).
Ch. 8, Slide 33
Adjustment Messages
Body
Apologize if it seems appropriate, but be careful about

admitting responsibility.
Check with your boss or legal counsel first.
Ch. 8, Slide 34
Adjustment Messages
Body
Concentrate on explaining how diligently your organization
works to avoid disappointing customers.
Avoid negative language (trouble, regret, fault).
Ch. 8, Slide 35
Adjustment Messages
Body
Avoid blaming customers— even if they are at fault.
Avoid blaming individuals or departments in your organization.
It sounds unprofessional.
Ch. 8, Slide 36
Adjustment Messages
Closing
Show appreciation that the customer wrote.

Consider expressing confidence that the problem has been
resolved.
Thank the customer for past business.
Refer to your desire to be of service.
Ch. 8, Slide 37
Write special messages that convey kindness and goodwill.
Ch. 8, Slide 38
The Five Ss of Goodwill Messages
Be selfless
Be specific
Be sincere
Be sponta-neous
Keep it short

Ch. 8, Slide 39
Saying Thank You
Written notes showing appreciation and expressing thanks are
significant to their receivers.
Thank-you notes are typically short messages written on special
notepaper or heavy card stock.
Businesspeople build goodwill by thanking others gracefully.

Ch. 8, Slide 40
Replying to Goodwill Messages
Send a brief note expressing your appreciation.
Tell how good the message made you feel.
Accept praise gracefully. Don’t make belittling statements. (I’m
not really all that good).
Ch. 8, Slide 41
Is E-mail Appropriate for Goodwill Messages?
Depending on your relationship with the receiver, sending a
goodwill message by e-mail is acceptable.
An e-mail may precede a phone call or a handwritten message.
Handwritten notes are most impressive because they remain and
can be savored. E-mail is quickly forgotten.
Ch. 8, Slide 42
END
Chapter 4
Planning Business
Messages

1
Topics in This Chapter
©2011 Cengage Learning. All Rights Reserved. May not be
Ch. 4, Slide ‹#›
2
Defining Business Writing
Guffey’s 3-x-3 Writing Process
How to Analyze, Anticipate, and Adapt
Reader Benefits and the “You” View
The Team Writing Process
Legal and Ethical Responsibilities

What Business Writing Is
Purposeful - it conveys information and solves problems
Persuasive - its goal is to make the audience accept the message
Economical – it’s concise and doesn’t waste the reader’s time
Reader-Oriented - it focuses on the receiver, not the sender
Guffey’s 3-x-3 Writing Process
The steps may be rearranged, abbreviated, or repeated.

Prewriting
Analyze
Anticipate
Writing
Research
Compose
Revising
Edit
Proofread
Adapt
Organize

Evaluate
Scheduling the Writing Process
Estimated Time Writers Should Spend on Each Phase of the
Writing Process
Time You Should Spend in Each Phase of the Writing
ProcessPrewriting (Thinking and Planning)Writing (Organizing
and Composing)Revising (45% Revising and 5%
Proofreading)252550
Components of the First Phase
of the Writing Process

Analyzing the task includes
Identifying the purpose
Selecting the best channel
Anticipating the audience includes
Visualizing primary readers
Visualizing secondary readers
Colleagues
Superiors and decision makers
Customers and general audiences
Three Major Audiences to Envision When Determining What to
Write

7
8
How important is the message?
How much feedback is required?
How fast is feedback needed?
Is a permanent record necessary?
Questions to Ask When Selecting the
Best Channel for a Message
E-Mail?
Letter?
Instant Message?
8
8
How much can be spent?

How formal is the message?
How sensitive or confidential is the message?
Questions to Ask When Selecting the
Best Channel for a Message
Memo?
Voice Mail?
9
8
Describes the extent to which a channel or medium recreates or
represents all the information available in the original message
Specifies that a richer medium, such as face-to-face
conversation, permits more interactivity and feedback
Media Richness Theory
Specifies that a leaner medium, such as a report or proposal,
presents a flat, one-dimensional message
Specifies that richer media enable the sender to provide more
verbal and visual cues and allow the sender to tailor the
message

Choosing Communication Channels
Many businesses now help customers with live chat, which
requires customer representatives to be able to write clear,
concise, conversational, and correct responses.
The Internet Has Increased the Need for Solid Writing Skills
Eight Adaptive Techniques to Create a Positive Tone in a
Message
Spotlight audience benefits.
For example, the warranty starts working for you immediately
Cultivate the “you” view.
For example, your account is now open

1
2
14
8
Message
Be conversational but professional.
For example, your report was well written, not your report was
totally awesome
Express thoughts positively.
For example, you will be happy to, not you won’t be sorry that
3
4
15
8

Message
Be courteous.
For example, please complete the report, not you must complete
the report!
Strive for bias-free language, avoiding gender, race, age, and
disability biases.
For example, office workers, not office girls
5
6
16
8
Message
Use plain language and familiar words.
For example, salary not remuneration
Employ precise, vigorous words.
For example, fax me, not contact me
7
8

17
8
Sender-Focused
We are requiring all staffers to complete these forms in
compliance with company policy.
Because we need more space for our new inventory, we are
having a two-for-one sale.
Receiver-Focused
Please complete these forms so that you will be eligible for
health and dental benefits.
This two-for-one sale enables you to buy a year’s supply of
paper, but pay only for six months’ worth.
Developing Reader Benefits and
the “You” View
“I” and “We” View
We take pleasure in announcing an agreement we made with HP
to allow us to offer discounted printers in the student store.
“You” View
An agreement with HP allows you and other students to buy
discounted printers at your student store.

the “You” View
“I” and “We” View
We are issuing a refund.
I have a few questions on which I would like feedback.
“You” View
You will receive a refund.
Because your feedback is important, please answer a few
questions.
the “You” View
Negative Expression
You overlooked
You state that
You failed to
You claim that
You are wrong
Hidden Message
You are careless.
I don’t believe you.
You are careless.
It is probably untrue.
I am right.

Negative Expressions and
Their Hidden Messages
Writers are sometimes unaware of the hidden messages they
send with their words.
Negative Expression
You do not understand.
Your delay
You forgot to
Hidden Message
You are not very bright.
You are at fault.
Besides being inefficient, you are stupid and careless.
Negative Expressions and
Their Hidden Messages
Writers are sometimes unaware of the hidden messages they
send with their words.
When projects are larger than one person can handle
When projects have short deadlines
When projects require the expertise or consensus of many
people
Team Writing Is Often

Necessary for Project Work
Three Phases for
the Team Writing Process
Phase 3 Revising Team members work together to synthesize,
but one person may do the final proofreading.
Phase 1 Prewriting Team members work closely to
determine purpose, audience, content, and organization.
Phase 2 Writing Team members work separately.
When communicating investment information, avoid misleading

information, exaggeration, and half truths.
When communicating safety information, warn consumers of
risks in clear, simple language.
Adapting to Legal and Ethical Responsibilities
When communicating marketing information, avoid statements
that falsely advertise prices, performance capability, quality, or
other product characteristics.
When communicating human resources information
Avoid subjective statements in evaluating employees; describe
job-related specifics objectively.
Avoid promissory statements in writing job ads, application
forms, and offer letters.

Assume that everything is copyrighted.
Understand that Internet items are NOT in the public domain.
Observe fair use restrictions.
©
Four-Factor Test to Assess Fair Use
$
©
Purpose and character of the use
Is the item to be used for profit or nonprofit?
Is the information necessary for the public good?
Amount and substantiality of portion used
Is the amount to be copied a small portion of a large work or a
substantial portion of a small work?

Effect on the potential market for or value of the copyrighted
work
Does the fair-use copying interfere with the author’s potential
profit from the original?
Nature of copyrighted work
By John S. Donnellan
How to Ensure Fair Use
Question
Ask for permission to borrow!
Answer
How can you always be safe?

End
Chapter 5
Organizing and
Writing Business
Messages
1
Topics in This Chapter
2
Research Methods
Ways to Organize and Group Ideas

The Direct and Indirect Patterns
How to Create Effective Sentences
How to Create Effective Paragraphs
Accessing information electronically on the Internet and in
databases
Searching manually in books, articles, and other secondary
sources
Investigating primary sources, such as interviews and surveys
Experimenting scientifically with control groups
Types of Formal Research Methods
Looking in the company files
Talking with your boss
Interviewing the target audience
Conducting an informal survey
Brainstorming for ideas
Developing a cluster diagram

Types of Informal Research
Methods and Idea Generation
Use Cluster Diagrams to Generate, Organize, and Classify Ideas
Gifts and
premiums
Paid gym
membership
Financial
incentives
Peer
mentors
Smoking-
cessation
programs
Seminars
and
workshops
Improving
employee
health
Guest
speakers

Flex time
for workouts
New menu
in cafeteria
Analyze the ideas generated in the original cluster diagram.
Cross out ideas that are obviously irrelevant; simplify and
clarify.
Add new ideas that seem appropriate.
Study the ideas for similarities.
Tips for Organizing Ideas
in a Cluster Diagram
Group similar ideas into classifications.
Prepare an outline if the organization seems clear.
Make subcluster circles around each classification for further
visualization.
Tips for Organizing Ideas
in a Cluster Diagram

Methods for Organizing Ideas
Listing
Outlining
The Alphanumeric Outline
The Decimal Outline

Define the main topic (purpose of message) in the title.
Divide the main topic into major components or classifications
(preferably three to five); if necessary, combine small
components into one larger category.
Break each major component into subpoints.
Tips for Making Outlines
Avoid putting a single item under a major component; if you
have only one subpoint, integrate it with the main item above it
or reorganize.
Try to make each component exclusive (no overlapping).
Use details, illustrations, and evidence to support subpoints.
Tips for Making Outlines
Methods for Grouping Ideas Into Patterns
The direct pattern for receptive audiences
The indirect pattern for unreceptive audiences

For Receptive Audiences, Use the Direct Pattern to Group Ideas
For Unreceptive Audiences, Use the Indirect Pattern to Group
Ideas
Recognize phrases and clauses.
Clauses have subjects and verbs; phrases do not.
Independent clauses are complete; dependent clauses are not.
Phrases and dependent clauses cannot function as sentences.
Creating Effective Sentences
16

8
Recognize phrases and clauses.
Independent clause: They were eating pizza
Dependent clause: that they want
Phrase: to return for a refund
17
8
Avoid fragments (incomplete sentences).
Fragment: E-mail seems boring. When compared with Twitter.
Revision: E-mail seems boring when compared with Twitter.
Avoid run-ons (a sentence with two independent clauses –

without a coordinating conjunction or a semicolon).
Run-on: He posts updates hourly he’s always connected.
Revision: He posts updates hourly; he’s always connected.
Revision: He posts updates hourly. He’s always connected.
Avoid comma splices (joining two independent clauses without
using a coordinating conjunction).
Splice: Her BlackBerry is part of her, she can’t live without it.
Revision: Her BlackBerry is part of her; she can’t live without
it.
Revision: Her BlackBerry is part of her. She can’t live without
it.
Use short sentences.
Sentences under 20 words are most readable.
Sentence LengthComprehension Rate8 words100%15
words90%19 words80%28 words50%

21
8
Emphasize the most important ideas by using vivid words.
GeneralVividOne business uses personal selling
techniques.Avon uses face-to-face selling techniques.The
skyscraper is very tall.The Empire State Building is 102 stories
tall.
22
8
Emphasize the main idea by labeling it.
UnlabeledLabeledExplore the possibility of leasing a site, but
also hire a consultant.Explore the possibility of leasing a site;
but, most important, hire a consultant.Include a copy of the
sales receipt with the defective item you’re returning.It’s
essential you include a copy of the sales receipt with the
defective item you’re returning.

23
8
Emphasize the most important idea by placing it first or last in a
sentence.
UnemphaticEmphaticAll production and administrative
personnel will meet on May 23, at which time we will announce
a new plan of salary incentives.On May 23 all personnel will
meet to learn about salary incentives.
24
8
Emphasize the most important idea by placing it in a simple
sentence or in an independent clause.
UnemphaticEmphaticAlthough you are the first trainee that we
have hired for this program, we have interviewed many

candidates and expect to expand the program in the future.You
are the first trainee that we have hired for this program.
25
8
Emphasize the most important idea by making sure it is the
subject of the sentence.
UnemphaticEmphaticThe report was written by Courtney. (De-
emphasizes Courtney; emphasizes the report)Courtney wrote the
report. (Emphasizes Courtney)
26
8
Use active-voice verbs for most sentences.
Example of an active-voice expression: We lost money.

Use passive-voice verbs to de-emphasize the performer or to be
tactful.
Example of a passive-voice expression: Money was lost (by
us).
27
8
Use Active Voice for
Directness, Vigor, and Clarity
Direct and Clear in Active VoiceIndirect and Less Clear in
Passive VoiceThe manager completed performance reviews for
all employees.Performance reviews were completed for all
employees by the manager.Evelyn initiated a customer service
blog last year.A customer service blog was initiated last
year.IBM will accept applications after January 1.Applications
will be accepted after January 1 by IBM.

28
8
Use Passive Voice to Be Tactful or to Emphasize the Action
Rather Than the Doer
Less Tactful or Effective in Active VoiceMore Tactful or
Effective in Passive VoiceWe cannot grant you credit.Credit
cannot be granted.The CEO made a huge error in projecting
profits.A huge error was made in projecting profits.I launched a
successful fitness program for our company last year.A
successful fitness program was launched for our company last
year.
29
8
Avoid misplaced modifiers by keeping phrases close to the
words they describe.
Not ThisBut ThisAn autopsy revealed the cause of death to be
strangulation by the coroner.An autopsy by the coroner revealed
the cause of death to be strangulation.Sam bought a used
computer from the salesperson with a faulty mouse.Sam bought

a used computer with a faulty mouse from the salesperson.
30
8
Avoid dangling modifiers (a word or phrase that modifies a
word not clearly stated in the sentence).
Not ThisBut ThisWalking down the street, our sign is easy to
see.Walking down the street, people can easily see our
sign.When six years old, my family moved to Pittsburgh.When I
was six years old, my family moved to Pittsburgh.
31
8
To create effective paragraphs, discuss only one topic in a
paragraph.

Drafting Effective Paragraphs
¶
Group similar ideas together.
Arrange paragraphs in one of these plans.
¶
Direct Plan
Main sentence followed by supporting sentences (best for
defining, classifying, illustrating, and describing ideas)
Pivoting Plan
Limiting sentences, main sentence, supporting sentences (for
comparing and contrasting)
Indirect Plan

Supporting sentences, main sentence (good for describing
causes followed by effects)
To build coherence, link ideas with one of these devices.
¶
Sustain the key idea
Repeat a key expression or use a similar one throughout a
paragraph.
Dovetail sentences
Connect the beginning of each new sentence with a word from
the end of the previous sentence.

Use a pronoun
Use a pronoun in one sentence to refer to a noun in the previous
sentence.
Sustain the key idea by repeating or rephrasing it.
For example, Our philosophy holds that every customer is really
a guest. All new employees to our theme parks learn to treat
guests as VIPs. Employees never tell these VIPs what they can
or cannot do.
Techniques for Building Coherence
Dovetail sentences by connecting the beginning of each new
sentence with a word from the end of the previous sentence.
For example, New hosts and hostesses learn about the theme
park and its facilities. These facilities include telephones, food
services, bathrooms, and attractions.

Use a pronoun in one sentence to link to its antecedent.
For example, All new park employees receive a two-week
orientation. They learn that every staffer has a vital role in
preparing for the show.
To further build coherence, use transitional expressions.
Techniques for Building CoherenceTo Add or StrengthenTo
Show Cause and EffectTo Suggest
Contrastadditionallyconsequentlyby contrastagainas a
resultconverselyalsofor this reasonon the
contrarylikewisethereforeon the other
hand
To further build coherence, use transitional expressions.
Techniques for Building CoherenceTo Show Time or OrderTo
ClarifyTo Contradictafterfor exampleactuallybeforein other
wordshoweverearlierfor instanceinsteadfinallyI meanrather

By John S. Donnellan
Compose short paragraphs.
Paragraphs with eight or fewer printed lines are most readable –
and will reduce the chances your audience will fall asleep!
End
9
Negative Messages

Ch. 9, Slide 1
1
Ch. 9, Slide 2
Understand the strategies of business communicators in
conveying negative news, apply the bad-news writing process,
and avoid legal liabilities.
LO 1
2
© MelisendeVector.com/Fotolia
Ch. 9, Slide 3
Goals in Conveying
Unfavorable News
Explaining clearly and completely
Projecting a professional image
Conveying empathy and sensitivity
Being fair
Maintaining friendly relations

LO 1
3
Ch. 9, Slide 4
Applying the 3-x-3
Writing Process
Phase
1
Analysis, Anticipation, and Adaptation
Analyze the bad news.
Anticipate its effect on the receiver.
Announce the bad news directly if the
disappoint-ment will be mild.
Use techniques to reduce the pain if the bad news is serious.
LO 1
4
Ch. 9, Slide 5
Applying the 3-x-3

Writing Process
Phase
2
Gather information.
Jot down all reasons you have to explain the bad news.
Brainstorm for ideas.
LO 1
5
Ch. 9, Slide 6
Applying the 3-x-3
Writing Process
Phase
2
Present only the strongest and safest reasons.
Avoid fixing blame.
Include ample explanation of the negative situation.
LO 1

6
Ch. 9, Slide 7
Applying the 3-x-3
Writing Process
Phase
3
Read the message carefully to ensure that it says what you
intend.
Read the sentences to see if they sound like conversation and
flow smoothly.
Check the wording to be sure you are concise without being
abrupt.
LO 1
7
Ch. 9, Slide 8
Applying the 3-x-3
Writing Process
Phase

3
Make sure the tone is friendly and respectful.
Evaluate the message: Is it too blunt? Too subtle? Is it clear,
but professional?
Check format, grammar, and mechanics.
LO 1
8
© Yury Shchipakin/Fotolia
Ch. 9, Slide 9
Avoiding Legal Liability in Conveying Negative News
Abusive language
Including abusive language on social networking sites such as
Facebook and Twitter
$%#@!
LO 1
9

© Ogerepus/Fotolia
Ch. 9, Slide 10
Careless language
Statements that are potentially damaging or subject to
misinterpretation
The factory is too hazardous for tour groups.
LO 1
10
© Ogerepus/Fotolia
Ch. 9, Slide 11
The good-guy syndrome
Dangerous statements that ease your conscience or make you
look good
I thought you were an excellent candidate, but we had to hire…
LO 1
11

Ch. 9, Slide 12
Express only the views of your organization when acting as
agent of the organization.
Use plain paper for your personal matters.
Avoid supplying information that could be misused.
Don’t admit or imply responsibility without checking with legal
counsel.
LO 1
12
Ch. 9, Slide 13
Distinguish between the direct or indirect strategy in conveying
unfavorable news.
Ch. 9, Slide 14
Analyzing Negative

News Strategies
Direct
Strategy
Indirect
Strategy
LO 2
14
Ch. 9, Slide 15
When to Use the
Direct Strategy
When the bad news is not damaging.
When receiver may overlook the bad news
When the organization or receiver prefers directness
When firmness is necessary
Direct
Strategy
LO 2
15

Ch. 9, Slide 16
When to Use the
Indirect Strategy
When the bad news is personally upsetting
When the bad news will provoke a hostile reaction
When the bad news threatens the customer relationship
When the bad news is unexpected
Indirect
Strategy
LO 2
16
Ch. 9, Slide 17
Comparing Strategies for Delivering Negative News
Direct
Strategy
Indirect
Strategy
Bad News
Reasons

Pleasant Close
Buffer
Reasons
Bad News
Pleasant Close
LO 2
17
Ch. 9, Slide 18
Explain the components of effective negative messages,
including opening with a buffer, apologizing, showing empathy,
presenting the reasons, cushioning the bad news, and closing
pleasantly.
Ch. 9, Slide 19
What Is a Buffer?
a device to reduce shock or pain
a neutral, but meaningful statement that makes the reader
continue reading
a concise, relevant first paragraph providing a natural transition
to the explanation that follows

LO 3
19
Ch. 9, Slide 20
Various Buffer Types
Best news
Compliment
Appreciation
Agreement
Facts
Understanding
BUFFERS
LO 3
20
© helen cingisiz/Fotolia
Ch. 9, Slide 21
Presenting the Reasons for
the Negative News
Explain the reasons leading up to the no clearly.
Cite reader benefit or benefits to others, if plausible.

Explain the rationale behind your company’s policy.
Choose positive words to keep the reader in a receptive mood.
Show fairness and serious intent.
Ch. 9, Slide 22
Other Techniques for Cushioning the Bad News
Position the bad news strategically.
Use the passive voice.
Highlight the positive, if plausible.
Imply the refusal.
Suggest a compromise or an alternative.
LO 3
22
© Ogerepus/Fotolia

Ch. 9, Slide 23
Closing Pleasantly
FORWARD LOOK
Anticipate future relations or business.
ALTERNA-TIVE
Give follow-through advice or offer an alternative, if available.
GOOD WISHES
Express sincere feelings, e.g., thank the reader, if applicable.
FREEBIES
Send a coupon, sample, or gift, if available, to restore
confidence.
RESALE OR SALES PROMOTION
Invite the reader to consider your other products or services.
LO 3
23
Ch. 9, Slide 24
Apologizing Effectively in the Digital Age: The 5Rs
LO 3
24
RECOGNITION

Acknowledge the specific offense.
REMORSE
Embrace “I apologize” and “I’m sorry.”
REPEATING
Promise it won’t happen again and mean it.
RESTITUTION
Explain what exactly you will do about it.
RESPONSIBILITY
Be personally accountable.
Ch. 9, Slide 25
Apply effective techniques for refusing typical requests or
claims as well as for bad news with customers in print or online.

Ch. 9, Slide 26
Saying No to Typical Requests and Claims
Requests for favors, money, information, and action
Invitations
Claims from disappointed customers
Serious problems with orders
Rate increases and price hikes
Credit refusals
LO 4
26
Ch. 9, Slide 27
“Before” – Ineffective Customer Request Refusal
Dear Ms. Trumbo:
We regret to inform you that we cannot allow you to convert the
lease payments you have been making on your Canon X1000
color copier toward its purchase, much as we would love to do
so. We understand that you have been making regular payments
for the past 16 months.
Our established company policy prohibits such conversion of
leasing monies. Perhaps you have noticed that we offer
extremely low leasing and purchase prices. Obviously, these

low prices would never be possible if we agreed to many
proposals such as yours. Because we are striving to stay in
business, we cannot agree to your request asking us to convert
all 16 months of rental payments toward the purchase of our
popular new equipment.
It is our understanding, Ms. Trumbo, that you have had the
Canon X1000 color copier for 16 months, and you claim that it
has been reliable and versatile. We would like to tell you about
another Canon model—one that is perhaps closer to your limited
budget.
Sincerely,
LO 4
27
Ch. 9, Slide 28
“After” – Improved Refusal
of Request
Dear Ms. Trumbo:
We’re happy to learn that you are enjoying the use of the Canon
X1000 color copier you’ve been leasing for the past 16 months.
Like our many other customers, Ms. Trumbo, you have
discovered that Canon copiers supply 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 applying lease payments
toward purchase prices, our overall prices would have to be
higher. Although lease payments cannot be credited toward
purchase price, we can offer you other Canon models that are

within your price range. The Canon 600 delivers the same
reliability with nearly as many features as the top-of-the-line
Canon X1000.
Please let us demonstrate the Canon 600 to your staff in your
office, Ms. Trumbo. Our representative, Seth Simmons, will call
you during the week of May 5 to arrange an appointment.
Sincerely,
LO 4
28
Ch. 9, Slide 29
Dealing With Unhappy Customers in Print and Online
Call or e-mail the individual or reply to his or her online post
within 24 hours.
Describe the problem and apologize.
LO 4
29
Ch. 9, Slide 30

Explain the following:
Why the problem occurred
How you will prevent it from happening again
What you are doing to
resolve it
LO 4
30
Ch. 9, Slide 31
Promote goodwill by following up with a message that
documents the phone call or acknowledges the online exchange
of posts.
LO 4
31
Ch. 9, Slide 32
Responding by E-mail and in Hard Copy
Written messages are important in
these situations:

When you cannot reach the customer personally.
When you need to establish a record of the incident.
When you wish to confirm follow-up procedures.
When you want to promote good relations.
LO 4
32
© Yury Shchipakin/Fotolia, © nattstudio/Fotolia
Ch. 9, Slide 33
Why Consumers
Complain Online
Internet sites such as Complaints.com or Ripoff Report enable
customers to quickly share peeves about stores, products, and
services.
Consumers may air their complaints on social networking sites
(Facebook, Twitter, Angie’s List, Yelp, and more) rather than
calling customer service departments.
LO 4
33

© Yury Shchipakin/Fotolia, © nattstudio/Fotolia
Ch. 9, Slide 34
Why Consumers
Complain Online
Customers may receive faster responses to tweets than to
customer service calls.
Griping in public may help other consumers avoid the same
problems.
Public complaints can improve the complainer’s leverage in
solving a problem.
Sending a 140-character tweet is much easier than writing a
complaint e-mail.
LO 4
34
© Marina Zlochin/Fotolia
Ch. 9, Slide 35
Managing Negative
News Online
What smart businesses do:
Recognize social networks as an important communication
channel.
Become proactive and join the fun.
Monitor and embrace comments.
LO 4

35
© grgroup /Fotolia
Ch. 9, Slide 36
Handling Problems With Orders
Use the direct strategy if the message has some good-news
elements.
The indirect strategy may be more appropriate when the
message is disappointing.
LO 4
36
Ch. 9, Slide 37
Announcing Rate Increases
and Price Hikes
Explain the reason for the price increase, such as higher
material costs or rising taxes.
Convey how the increase will add new value or better features,
make use more efficient, or make customers’ lives easier.
Give (advance) warning of rate increases.

LO 4
37
Ch. 9, Slide 38
Denying Claims
Adopt the proper tone.
You should have known that cash refunds are impossible if you
had read your contract.
Avoid you statements that sound preachy.
Don’t blame customers, even if they are at fault.
LO 4
38
Ch. 9, Slide 39
Denying Claims
Use neutral, objective language to explain why the claim must
be refused.
Consider resale information to rebuild the customer’s
confidence in your products or organization.
LO 4
39

Ch. 9, Slide 40
Refusing Credit
Prepare for possible future credit without raising false expecta-
tions.
Avoid language that causes hard feelings.
Retain customers on a cash basis.
Avoid disclosures that could cause a lawsuit.
LO 4
40
Ch. 9, Slide 41
Describe and apply effective techniques for delivering bad news
within organizations.
© denis_pc /Fotolia
Ch. 9, Slide 42
Managing Bad News Within Organizations
Telling the boss that something went wrong.

Confronting an employee about poor performance.
Announcing declining profits, lost contracts, harmful lawsuits,
public relations controversies, and changes in policy.
LO 5
42
Ch. 9, Slide 43
Delivering Bad News in Person
Decide whether the negative information is newsworthy:
Use the indirect strategy if you know the news will upset the
receiver.
Leave trivial, noncriminal mistakes and one-time bad behaviors
alone. BUT: Report fraudulent travel claims, consistent hostile
behavior, or failing projects.
LO 5
43
© denis_pc /Fotolia
Ch. 9, Slide 44
Delivering Bad News to Individuals or Groups
Gather all the information.
Prepare and rehearse
Explain past, present, and future.

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