Business Communication- Process and Product, Mary Ellen .ppt

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

2、t another couples breakup. You may have had to tell someone of the death of a friend or relative.,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; a job resignation; a customer complaint about a pr

3、oduct or service received from a store; a collection letter; a change in company policy; the curtailment of services; and so forth.,What kind of messages can be regarded as negative news?,Messages refusing routine requests. Messages delivering bad news to customers. Messages dealing with negative or

4、ganization news.,Goals in Communicating Bad News,To make the reader understand and accept the bad newsTo promote and maintain a good image of the writer and the writers organizationTo make the message so clear that additional correspondence is unnecessaryTo avoid legal liability,Acceptance,Positive

5、image,Message clarity,Protection,Part I,Strategies for Breaking Bad News,Why should we write bad news carefully?,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

6、written carefully.,disappoints,irritates,angers,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 mo

7、st cases, indirect pattern is better than direct pattern for revealing bad news.,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 t

8、he readers attention until you have been able to explain the reasons for the bad news.,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 p

9、refers directness. When the firmness is necessary. When the bad news is not damaging.,Part I Objective 1 and Objective 3,Using the Indirect Pattern to Preapre the ReaderDeveloping Bad-News Messages,When developing bad-news messages, writers can use whichever strategy (indirect or direct ) seems most

10、 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.,Activity,Turn to page 353 and finish Activity 10.1,The Indirect Pattern,Buffer,The Indirect Pattern,The Indirect Pattern,The Indirect Pattern,More

11、details in figures 10.1 and 10.2,The 4-part Indirect Pattern, 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, forwa

12、rd-looking, pleasant statement,Buffer,Reasons,Bad News,Close,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 ap

13、plicants 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 c

14、retiria 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 posi

15、tion 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

16、managerial experience to best use. Yours sincerely,What can good buffer do?,Avoid revealing the bad news immediately. Provide a natural transition to the next partthe reasons. Avoid conveying a false impression that good news follows.,BACK,Why are reasons the most important part in the bad-news mess

17、age?,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 improves the chances that the reader will accept the bad news.,BACK,Why should the writer cushion(减轻的打击) the bad n

18、ews?,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,Why should the writer close the bad-news message pleasantly?,A pleasant satement in the closing of the message c

19、an promote goodwill in readers.,Part 2 Refusing Routine Request,NO!,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.,Whi

20、ch 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.,“Before” Ineffe

21、ctive Customer Request Refusal (Activity 10.7),Customer Request Refusal “Before” Version,Dear Mr. Waters: Unfortunately, we cannot allow you to apply the lease payments youve been making for the past ten months toward the purchase of your Sako 600 copier. Company policy does not allow such conversio

22、n. Have you ever wondered why we can offer such low leasing and purchase prices? Obviously, we couldnt stay in business long if we agreed to proposals such as yours.,Customer Request Refusal “Before” Version,Youve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versa

23、tility(多功能性) and reliability. Perhaps we could interest you in another Sako model one thats more within your price range. Do give us a call. Sincerely,Critical Thinking Questions,1. What is the purpose of the previous letter? What goals should the sender have? 2. What prevents this letter from achie

24、ving 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.,Critical Thinking Questions,5. How could the bad news be subordinated? Write a statement that sub

25、ordinates the bad news. 6. What friendly news could be used in the closing? Write a closing statement.,“After” Improved Customer Request Refusal,Customer Request Refusal “After” Version,Dear Mr. Waters: Were happy to learn that you are enjoying the use of the Sako copier youve been leasing for the p

26、ast ten months. Like our many other customers, you have discovered that Sako copiers offer remarkable versatility and reliability. One of the reasons were 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 ou

27、r program included a provision for,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 r

28、ange. 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,Techniques for Refusing Routine Reque

29、st,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 tha

30、t follow.) Avoid raising false hopes. Avoid thanking the receiver for something you are about to refuse.,Other techniques are on P332,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

31、, 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,Bad News,Soften the bad news by: subordinating it (although we cant loan our equipment, we wish you well in . . .) using the passive voice (altho

32、ugh our equipment cant 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,Close,Supply more inform

33、ation 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,Part 4 SENDING BAD NEWS TO CUSTOMERS,Page

34、 342,Customer bad-news messages typically handle:,Problems with orders Denial of claims Credit refusals,What is the difference between customer letter and other negative message,The customer letter usually include resale or sales promotion emphasis.,Buffer,Express appreciation for the customers patr

35、onage or for his or her writing. Show agreement on some point, review the facts, or show understanding.,Reasons,Justify the bad news with objective reasons (except in credit denials). Use resale, if appropriate, to restore the customers confidence. Avoid blaming the customer or hiding behind company

36、 policy. Look for reader benefits.,Bad News,State the bad news objectively or imply it. Use resale or sales promotion only if you think it will not be offensive.,Close,Suggest an action or an alternative. Look forward to future business, offer best wishes, refer to gifts. Dont mention the bad news.,

37、Negative News for Customers - Improved Document for Analysis 10.8 on page 355 “After” Version,Dear Charge Customers:We at Golden West Print and Frame Shop appreciate the confidence youve shown in our past services, and we look forward to continuing to serve you in the future. One of the ways we have

38、 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.,“After” Version - Document for Analysis 10.8,Rather than raise our prices to maintain that service, we have decided to eliminate i

39、n-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.,“After” Version - Documen

40、t for Analysis 10.8,BACK,Part 5 MANAGING NEGATIVE ORGANIZATION NEWS,Page 346,Managing Negative Organization News includes:,Announcing bad news to employees. (Such as declining profits, lost contracts, harmful lawsuits, public relations controversies, cutbacks in pay, reduction of benefits, relocatio

41、n plans, and changes in policy)Saying No to job applicants,Buffer,Provide some good news (if possible), praise, appreciation, agreement, or understanding. Discuss facts leading to the reasons section.,Reasons,Explain what caused the decision necessitating the bad news. Use objective, nonjudgmental,

42、and nondiscriminatory language. Show empathy and fairness.,Bad News,Explain the bad news clearly, but dont accentuate it. Avoid negative language.,Close,End on a positive, friendly note. For job refusals, extend good wishes.,Saying No to a Job Applicant - Improved Document for Analysis 10.9 on page

43、355 “After” Version,Dear Mr. Franklin:Ms. Sievers and I were pleased to interview you last Thursday and tell you something about the Maxwell Corporation and its operations.,“After” Version - Document for Analysis 10.9,We were fortunate to have a number of well-qualified individuals apply for the pos

44、ition of human resources assistant. To fill this position, we hired a graduate of Texas Technical University who seemed to have the qualities we sought. We wanted to write you immediately to enable you to continue your job search.,“After” Version - Document for Analysis 10.9,You have our best wishes

45、 in finding exactly the right position to match your background and education.Sincerely,“After” Version - Document for Analysis 10.9,BACK,Practice for Negative Messages,With your partner, rewrite this bad news memo to a subordinate,Subject: GUESS WHAT? YOU ARE FIRED!FROM: john, JOLLY, general manage

46、r Off Campus Pubto: Peerson, MichaelDate: 4/11/01With great pleasure and enthusiasm, I am informing you that effective immediately you are terminated as manager of food service for Off Campus Pub! You work skills are atrocious, and you might want to think about going back to college to earn your deg

47、ree because you are not going to make it as a manager in the business world with your decrepit communication skills, putrid writing style, miserable attendance record and atrocious customer service skills. Not to mention that you lack any comprehension on how to run a bar.,By the way, you should hav

48、e seen this coming. Customers have been constantly complaining about your unprofessional attitude, not to mention that three of your kitchen staff has left while you were in charge. I regret the day I gave you the promotion to manger.,To show you that I am not such a bad guy after all, I want to off

49、er you the opportunity to take another position with our company. I think your “personality” would be best suited as supervisor of security since all you know how to do is be rude and impatient with customers, you might as well be able to use your communication skills in a productive way. This change of position will also mean that you will take a pay cut from $20 an hour to $10 an hour, and there is nothing that you can do about it, so please dont try and negotiate with me! Also, we will be starting a tuition reimbursement plan for any employee,