Chapter 10 (2)

Negative messages

Bad news

Refusing routine requests

bad news to customers

Rejecting requests for favors ,money, information, and action

Declining invitations

Handling problems with orders

Denying claims

Refusing credit

Announcing bad news to employees

Saying no to job applicants

Negative organization news

Refusing routine requests

Two types: 1. Rejecting requests for favors, money,

information, and action..2. Declining invitation:-- unless the reasons are confidential or

business secrets, try to explain them.-- the tone of the refusal is warm, upbeat,

and positive.

Refusing routine requests 1. Opening indirectly with a buffer : pay a compliment to th

e reader, show appreciation for something done, or mention some mutual understanding . Avoid raising false hopes or thanking the reader for something you will refuse.

e.g. refusing a reservation request for roomsa. Your request that we reserve two single rooms in our hotel fo

r the coming week of March 15 has been referred to my department for reply.

( begin with the obvious)b. Thank you for sending us your reservation request. We appr

eciate your interest in our quality hotel accommodation.(the message begins with a positive and pleasant note, which cr

eates a mood that will help the reader understand the refusal.)

Refusing routine requests 2. Provide reasons: in the body explain why the request

must be denied – without revealing the refusal. Avoid negativity and potentially damaging statements. Show how your decision benefits the reader or others, if possible.

e.g.a. unfortunately we are fully booked for the week of March

15. Two large American corporations have reserved almost all the single rooms at a much earlier date, which has left us with no free rooms for our individual customers for the time being.

( begin with a statement showing the refusal before any reasons are given. Later in the part of the explanation the reason stated will only make the recipient become angry or offended)

Refusing routine requestsb. Early reservations for two large convention groups have left

us with no free rooms for the week of March 15. However, we will be happy to arrange an accommodation for you at the Golden Dragon Hotel, a fine hotel , which is directly across the street from us. May we reserve two single rooms for you at that hotel for the week of March 15? For fast service, please use our FAX number : 88-10-5552001. Our machine will take your message at 24-hour service.

( briefly imply the refusal by showing clear explanations. In an effort to ensure that the customer will return to the hotel in future. The writer offers to make a reservation at a nearby hotel.)

Refusing routine requests 3. Soften the bad news: reduce the impact of bad

news by using (1) a subordinate clause, (2) the passive voice, (3) a long sentence, or (4) a long paragraph. Consider implying the refusal, but be certain it is clear. Suggest an alternative, if a suitable one exists.

a. Would you please make your reservation two weeks in advance next time as more and more customers feel interested in the top-quality accommodation and the most convenient location of our hotel?

(it sounds like an alternative, but actually it would only remind the reader of the impolite reply from the writer.)

Refusing routine requestsb. Enclosed is a copy of our newest brochure

showing some modified rules in reservation. We are sure that it would help you make your best choice in future. By staying at our hotel you will continue to obtain top quality accommodation and the most convenient commercial service.

(to make the recipient aware of the necessity of earlier reservation. The writer shows the idea behind the fact of sending the brochure rather than directs the reader to make a reservation two weeks in advance.)

Refusing routine requests 4. Close pleasantly: supply more information

about an alternative, look forward to future relations, or offer good wishes and compliments. Maintain a bright, personal tone. Avoid referring to the refusal.

a. We are sorry that we have to refuse your request.

( repeating the refusal and showing apology will worsen the negative impact.)

b. We are looking forward to your visit to Beijing.( close the letter confidently and courteously.)

Buffer Reasons

Implying refusal

Pleasant close

Refusing routine requests: 4 steps

Sending bad news to customers Messages with bad news for customers

follow the same pattern as other negative messages.

Customer letters differ in one major way:

---- usually include resale or sales promotion emphasis. It typically handle problems with orders, denial of claims, or credit refusals.

Sending bad news to customers 1. Handling problems with orders:when yo

u decide that a negative reply is the only one possible under the circumstance, you need to make the best of the situation by

--working to maintain a positive human and business relationship.

--making certain that the reader understands the reasons for your decision and knows what other courses of action are possible.

When would the supplier refuse or delay an order?

Here are some of the situations that may arise in which an order is received but has to be refused or delayed.

a. The buyer is a poor credit risk.b. The buyer’s order arrives with

incomplete information

When would the supplier refuse or delay an order?

c. The merchandise requested is not handled or stocked by the seller.

d. Filling the order may prove unprofitable because of the limited quality ordered, the distance to be shipped , or modifications requested.

Examples Opening : 1. Your letter together with the order form

has been referred to our department today.2. Thank you for your letter dated December

24. We appreciate your continuing confidence in our machinery.

( the tone of the opening is cold and indifferent )

(the tone of the opening is encouraging )

Examples Explanation and resale:1. Unfortunately , the mono-sodium glutmate m

akers your requested are unavailable at present. According to our file records, the Huaguang Food Processing Machinery Export Group stocks the one which meets your need, may we suggest that you place your order there.

( it would be better to give more details explaining why stock is unavailable . While giving suggestions, try to offer help to improve the situation.)

Examples 2. You are right. When we began the manufacture of mono-so

dium glutmate makers. The valves of the machines ( like the one you ordered) were made of plastic. However, we have recently developed a new type of a copper alloy which gives much longer and more dependable service. As one of the largest manufacturer in food-processing machinery industry, we devote all our efforts to experimenting, marketing, and improving our products. We have concentrated ourselves solely on producing the copper alloy valves because we want to meet the increasingly high demand from our customers and serve them in the most satisfactory way.

( after introducing the subject, the writer immediately leads to an explanation which implies a refusal without saying any negative words.)

Examples Closing : 1. Thank you for your interest in our merchandise.( the ending seems perfunctory)2. Enclosed is a brochure which includes the

introduction of our new production line for the copper alloy valves. For details of the advantages, please read Page 21. If you would like to place your order for the new machinery , just return to us the enclosed form with your preference. A special discount of 2 % will be offered to regular customers provided we can have your orders before January 20.

( close by providing resale on the newly developed items )

Sending bad news to customers— 2.denying claims Denying responsibility for improper construction1. This will acknowledge your letter of June 20. Our company p

olicy and the construction agreement do not allow us to accept the responsibility for the poor air conditioning resulting from the inadequate window frames applied.

( simply stating the company’s policy without giving any reasons would definitely infuriate your customer.)

2. You are right. Good accommodation is the most important thing for our hotel customers. We show much concern on what you described in your letter that the air conditioning of the newly built hotel does not hold up as well as expected.

( at the very beginning show your concern over the matter even though you are not prepared to accept the responsibility.)

Examples Explanation and refusal1. Please check your original correspondence

and your copy of the agreement, you may easily find that problems caused by inadequate materials used are entirely your own responsibility.

(what the writer stated here sounds accusing. When we want to remind people of their mistakes or errors, we can usually employ a third-person, impersonal language which gets the point across in an inoffensive way.)

Examples Explanation and refusal2. After receiving your letter, we immediately sen

t our representative and technician in your city to look into the matter. They checked the material in the store from which you bought the frames. They found that the window frames you bought are made from an alloy of aluminium and iron.

( explain the main point which has caused the problem, but do not immediately come to the conclusion that your reader is at fault.)

Examples Explanation and refusalAlthough this kind of material was one of the most

durable types available, the manufacturer recommend applying these frames to inside-house windows because of potential bucking of this material in extremes of hot or cold. Our workmen did exactly according to the procedures stated in the contract . They were told to use what you supplied for all windows including those facing outside.

( instead of offering the writer’s attitude toward the problem in a hurry, the writer explains as reasonably as possible why the claimant’s request cannot be granted.)

Examples Closing 1. If there are any further questions, please don’t

hesitate to write us.( this sentence is worse than nothing written because

such a statement indicates that the case is still open .)

2. We have already asked the chief engineer from our representative office to examine the problem at no expense to you. We feel confident that he may be able to suggest something that will help.

( try to be as helpful as possible under the circumstances, leaving the reader a pleasant atmosphere and a good impression.)

Sending bad news to customers—3.refusing credit 3. Refusing credit: credit applications are g

enerally approved or disapproved on the basis of the applicant’s credit history.

The four goals on conveying the refusal: (1) avoiding language that causes hard feelings (2) retaining customers on a cash basis(3) preparing for possible future credit without raisin

g false expectations(4) avoiding disclosures that could cause a lawsuit.

Examples Opening : we genuinely appreciate your application of January 12 for a F

ashion Express credit account.(buffer identifies application and shows appreciation for it.) reasons and refusal: after receiving a report of your current credit record from Exp

erian, we find that credit cannot be extended at this time. To learn more about your record, you may call an Experian credit counselor at (212)356-0922. We have arranged for you to take advantage of this service for 60 days from the date of this letter at no charge to you.

(long sentence and passive voice deemphasize bad news. To prevent possible litigation, offers no reason for denial.)

Examples Closing: thanks, Ms.Margolis, for the confidenc

e you have shown in Fashion Express .we invite you to continue shopping at our stores, and we look forward to your reapplication.

(close cordially and look forward to continued patronage.)

Managing negative organization news1. Announcing bad news to employees:a. bad news within organizations ----- declining profits, changes in policy, cutbacks

in pay, reduction of benefits, relocation plans, massive layoffs, management shakeup,etc.

b. by communicating bad news openly and honestly instead of letting rumors distort the truth, organization can sustain

---- employee morale .

Examples Opening;1. Beginning January 1 your monthly

payment for health care benefits will be increased to $109 ( up from $42 last year)

2. Health care programs have always been an important part of our commitment to employees at Midland, Inc. we are proud that our total benefits package continues to rank among the best in the country.

( positive buffer )

Examples Reasons and refusal1. Every tear health care costs go up. Although

we considered dropping other benefits, Midland decided that the best plan was to keep the present comprehensive package.unfortunately, we cannot do that unless we pass along some of the extra cost to you. Last year the company was forced to absorb the total increase in health care premiums.however, such a plan this year is inadvisable.

( offers no explanation of why health care costs are rising. Action sounds arbitrary. )

Examples Reasons and refusal2. Such a comprehensive package does not come cheaply. In the l

ast decade health care costs alone have risen over 300 percent . We are told that several factors fuel the cost spiral: inflation, technology improvements, increased cost of outpatient service, and “defensive” medicine practiced by doctors to prevent lawsuits.

just two years ago our monthly health care cost was $415. It rose to $468 last year. We were able to absorb that jump without increasing your contribution. But this year’s hike to $539 forces us to ask you to share the increase. To maintain your current health benefits, you’ll be paying $109 a month. The enclosed rate schedule describes the costs for families and dependents.

( offer reasons first, reveals bad news clearly but embeds it in paragraph.)

Examples Closing:1.we did everything possible to avoid the sharp

increase in costs to you this year. A rate schedule describing the increases in payments for your family and dependents is enclosed.

(sounds defensive; fails to provide reasons.)2. Midland continues to pay the major portion of

your health care program ( $430 each month). We think it’s a wise investment.

( ends positively by stressing the company’s major share of the costs.)

Managing negative organization news

2. Saying no to job applicants: ----to be vague in explaining why the candidat

e was not selected because concrete reasons may be painful to the receiver.

---- to avoid charges of discrimination or wrongful actions, legal advisors warn organizations to keep employment rejection letters general, simple, and short.

Examples Thank you for taking the time to send

us your resume and the returned application form. We appreciate the interest you have expressed in working in our company.

( show appreciation over the applicant’s interest in the business. )

ExamplesIt is clear that you are a motivated individual

with some important skills to offer. Unfortunately, after reviewing your experiences and interests related to our current opportunities we have to conclude that we do not have a suitable position available.

( immediately after the favorable comment on the applicant the writer emphasizes the position unavailable instead of saying that the reader is not qualified enough.)

Examples This decision is certainly not a reflection on your

qualifications. We are only in a position to access your qualifications as they relate to our present opportunities.

( restate the reason for not granting the position.) we . Do however, keep your application on file for a period of

two years. In the event our situation should change, we would be happy to get in touch with you within that time frame.

( retain your reader’s faith by valuing his application) in the meantime, best of luck in finding a challenging

position in your field of interest.( to end the letter by offering a good wish is usually a sound

close for declining a job application. )