Chapter 11 Chapter 11
Negative News
Negative News
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 2
Goals in
Goals in
Communicating
Communicating
Bad News
Bad News
•
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
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 3
Buffer Buffer
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 4
Buffer Buffer
Reasons Reasons
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 5
Buffer Buffer
Reasons Reasons
Bad News Bad News
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 6
Buffer Buffer
Reasons Reasons
Bad News Bad News
Close Close
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 7
The Indirect Pattern
The Indirect Pattern
•
BUFFER – a neutral or positive
opening that does not reveal the bad
news
•
REASONS – an explanation of the
causes for the bad news
•
BAD NEWS – a clear but understated
announcement of the bad news that
may include an alternative or
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 8
The Indirect Pattern
The Indirect Pattern
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 9
Avoiding Three Causes
Avoiding Three Causes
of
of
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 10
Avoiding Three Causes
Avoiding Three Causes
of
of
Legal Problems
Legal Problems
1. Abusive language
Defamation – use of any language that harms a person’s reputation
Libel – written defamation
Slander – spoken defamation
2. Careless language
Statements that are potentially damaging or that could be misinterpreted (the factory is too
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 11
Avoiding Three Causes
Avoiding Three Causes
of
of
Legal Problems
Legal Problems
3. “Good-guy” syndrome
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 12
Acting Cautiously
Acting Cautiously
•
As an agent of an organization, be
sure your views reflect those of your
organization.
•
Use plain paper for your personal
views or personal business.
•
Avoid supplying information that
could be misused.
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 13
Refusing Routine
Refusing Routine
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 14
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 21
Reasons
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.
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 22
Bad News
Bad News
•
State the bad news objectively or
imply it.
•
Use resale or sales promotion only if
you think doing so will not be
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 23
Close
Close
•
Suggest an action or an alternative.
•
Look forward to future business,
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 24
Managing Negative
Managing Negative
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 25
Buffer
Buffer
•
Provide some good news (if
possible), praise, appreciation,
agreement, or understanding.
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 26
Reasons
Reasons
•
Explain what caused the decision
necessitating the bad news.
•
Use objective, nonjudgmental, and
nondiscriminatory language.
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 27
Bad News
Bad News
•
Explain the bad news clearly, but
don’t accentuate it.
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 28
Close
Close
•
End on a positive, friendly note.
•
For job refusals, extend good
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 29
Ineffective Customer
Ineffective Customer
Request Refusal
Request Refusal
Activity 11.7 Activity 11.7
“Before” Version
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 30 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.
You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility 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,
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.
You’ve had the Sako 600 copier for ten months now, Mr. Waters, and you say you like its versatility 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,
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 31
Critical Thinking
Critical Thinking
Questions
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.
5. How could the bad news be subordinated? Write a statement that subordinates the bad news.
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 32
Improved Customer
Improved Customer
Request Refusal
Request Refusal
Activity 11.7 Activity 11.7
“After” Version
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 33 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 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 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 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
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 34 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,
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,
Mary Ellen Guffey, Business Communication: Process and Product, 4e
Ch. 11, Slide 35
End
