Business Communication

Mrwas Book Pubsher 1
Effectve Busness Communcaton

g
Communcaton
What is Communication7
What is Communication7
Whenever the word oI communication comes to our mind so
we understand that to talk with each other and we deIine it as
below:
1. To talk and discuss with each other in positive
and negative reply.
2. To convey the massage to each other and
understand each other.
3. Recognition oI each other's need
4. Is a combination oI Sender and Receiver
5. Way by which we convey our massage
6. Create links by the help oI Language
7. Share and Use oI Idea
8. Spoken / written words
9. Dealing with diIIerent people
10. Way oI conveying something to somebody.
11. is a exchange oI Idea or inIormation.
Components of Communication
Components of Communication
Components
Sender-Encoder
Message
Medium
Receiver - Decoder
Feedback
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Sender - Encoder:
Sender - Encoder:
When you send a message you are the "Encoder" the
writer or speaker, depending on whether your message is
written or oral. You try to choose symbols usually words
(and sometimes also graphics or pictures) that express your
message so that the receiver(s) will understand it and react with
the response you desire.
Message:
Message:
The message is the core idea you wish to communicate;
it consists oI both verbal symbols and nonverbal symbols. The
Example will discuss later.
Your Iirst task is to decide exactly what your message
is and what content to include. You must consider your context
and especially the receiver oI your message how the receiver
will interpret it and how it may aIIect your relationship. A
simple answer to a request Ior inIormation may be relatively
easy.
Medium:
Medium:
Like message content, the choice oI medium is
inIluenced by the relationship between the sender and receiver.
The written channel is oIten preIerred when the message is
long. Technical or Iormal in nature and when the message must
be documented. The oral channel is eIIective when the message
is urgent or personal or when immediate Ieedback is important.
Some times these guidelines can be change iI your receiver is
Irom another country. For instance in many European country
complex messages are oIten dealt with orally, with written
documents provided only later, iI necessary.
Dfference between Ora and wrtten meda:
Ora Wrtten
Immediate Feedback Delayed Feedback
Shorter sentences, shorter words Longer sentences, longer words
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Convensational More Iormal
Focus on interpersonal relations Focus on content
Prompt action Delayed action
Less detailed technical inIormation More detailed technical inIormation
More personal pronouns Fewer personal pronouns
Simpler constructions UseIul Ior permanent record,
detailed documentation
Exclamatory sentence Possibility oI review
Receiver-Decoder:
Receiver-Decoder:
The Message receiver is your reader or listener, also
known as the decoder and many oI your messages may have
more than one decoder.
The Decoder receives the message through the eyes and ears
and also by nonverbal Iactors (touch, taste and smell). All
Iactors oI a message are Iiltered through the receiver (s) view
oI and experienced in the world.
Feedback:
Feedback:
Feedback can be an oral, a written message, an action or
simply silence.
The receiver reacts with either the desired response based on a
clear understanding oI the symbols or with an undesired
response because oI miscommunication. Feedback can be oral
or written; it can also be an action, such as receiving in the mail
an item you ordered. Sometimes silence is used as Ieedback
though it is almost ineIIective. Senders need Ieedback in order
to determine the success or Iailure oI the communication.
Sender-Encoder
(Experience,
attitudes, skills)
Sending mechanisms,
perception, Idea
encoding
Receiver-Encoder
(Experience, attitudes,
skills) Receptor
mechanisms,
perception, Decoding,
Idea interpretation
Message
Verbal,
Nonverbal
Feedback
Verbal,
Nonverbal
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A communication Model
Problem of Communication
Problem of Communication
No two people in the world are exactly alike, even no two
culture or countries are the same, Ior instance decision making
oI an organization is diIIerent Irom another organization or
Americans wonder why Germans are so thorough in their
reports, why the French are so polite in letter writing or why
middle eastern business people are less concerned with time.
The reason is that in those cultures, these diIIerent attitudes are
acceptable and appropriate. All these diIIerences however can
cause problems in conveying intended meanings.
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Verba
Verba
and
and
Nonverba
Nonverba

Communcaton
Communcaton
Verbal Communication:
Verbal Communication:
Is that kind oI communication that involved use oI word that
can be spoken and written.
Nonverbal Communication:
Nonverbal Communication:
Is that kind oI communication that not involved use oI word or
we can say that nonverbal communication is opposite oI verbal
communication.
Kind of Nonverbal Communication: Kind of Nonverbal Communication:
1- Knescs (Body Movement and Gestures):
Embems: A substtute of Speech
Is that kind oI communication that without speaking the litsner
can understand, Ior instance head movements up and down
meaning YES or NO.
Iustrator:
- Illustrator can not be used alone without words
- it can not convey the meanings without words
- Speech always comes along with illustrator.
Reguator:
There are three principles Ior communication.
- Turn-Taking behavior
Taking the turn mean (Hand raising)
Giving the turn mean (Nominating or Allowing)
Maintaining the turn (Continue speaking)
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- Affect Displays:
AIIect Display mean to convey emotional status and it
mostly display on the Iace, Ior instance when a person is sad or
happy we can easily understand Irom its Iace movement.
- Adaptor:
Adaptor used when to satisIy personal needs; Ior instance,
screeching, hand moving Ior removing tiredness etc, these kind
oI action use Ior a personal need and it does not convey any
special meaning.
Faca Expressons:
The eyes and Iace are especially helpIul means oI
communicating nonverbally, they can reveal hidden emotions,
including anger, conIusion, Iear, joy, surprise, uncertainty, and
others. They can also contradict verbal statements.
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The
The
7
7
C's of Effectve
C's of Effectve

communcaton
communcaton
To compose eIIective written or oral message you must
apply certain communication principles. These principles
provide guidelines Ior choice oI content and style oI
presentation, adapted to the purpose and receiver oI your
message called the Seven C's.
1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness
Completeness
Completeness
Complete message has numerous beneIits. First,
complete messages are more likely to bring the desired result
without the expense oI additional message. Second, they can
do a better job oI building goodwill. Messages that contain
inIormation the receiver needs show concern Ior others. Third,
complete messages can help avert costly lawsuits that may
result iI important inIormation is missing. Last,
communications that seem inconsequential can be surprisingly
important iI the inIormation they contain is complete and
eIIective.
Provide all necessary Provide all necessary

information: information:
When you start a message, check to make sure you have
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provided all the inIormation the reader needs Ior thorough,
accurate understanding. To know your message complete
answer the six WH question (Who, What, When, Where, Why
and how). For instance to reserve a hotel banquet room, speciIy
the accommodations needed (What), location (Where),
sponsoring organization (who), Date and time (When, Event
(Why, and other necessary details (how).
Answer all uestions asked: Answer all uestions asked:
Whenever you reply to an message, try to answer all questions.
in a example oI a soItware distributor, when replying to a
dealer's letter. Answered only Iour oI seven questions. Because
the original questions were unnumbered and somewhat buried
in Iive long paragraphs. The respondent apparently overlooked
or disregarded three oI them. The reply incomplete and
unIriendly caused the distributor to lose the business and
goodwill oI a potential customer.
Give something extra, when Give something extra, when

desirable desirable
Give some extra inIormation, beside the question asked,
sometimes the questions may be inadequate and it need more
inIormation that the decoder should answer it. For instance;
Please mail me in return the departures from Singapore to
Hong Kong on the 1
th
.
In replying to the above you would have to "give some extra
inIormation) as to times oI that airlines Ilying that route, costs
and departure and arrival times.
Conciseness:
Conciseness:
Conciseness is saying what you have to say in the Iewest
possible words. A concise message is complete without being
wordy.
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To achieve conciseness, observe the Iollowing suggestion.
Eliminate wordy expressions. Eliminate wordy expressions.

- Use single-word substitutes instead oI phrases whenever
possible without changing meanings.
Example:
Wordy Concise
At this time Now
Due to the Iact that Because
Have need Ior Need
In due course Soon
- Omit unnecessary expressions:
Wordy Concise
Please be advised that your
admission statement was
received
Your admission statement
has been received
- Omit "Which" and "That" clauses whenever possible
Wordy Concise
She bought desks that are oI
the executive type
She bought executive-type
desks
- Eliminate unnecessary prepositional phrases
Wordy Concise
The issue oI most relevance is
teamwork
The most relevant issue is
teamwork
In most cases the date oI the
policy is indicated in the
upper right corner.
The policy date is in the
upper right corner
- Eliminate use oI the passive voice
Wordy Concise
The total balance due will be The balance due is on page
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Iound on page 2 oI this report 2 oI this report.
In the above examples, we eliminate the wordiness word or
expression.
lnclude only relevant material lnclude only relevant material

The successIul concise message should omit not only
unnecessarily wordy expressions but also irrelevant statements.
To be sure you include only relevant Iacts.
- Attach to the purpose oI the message
- Delete irrelevant words or sentences
- Do not repeat at length what that person has
already told you.
- Avoid long introductions, unnecessary
explanation
- Get to the important point tactIully and
concisely.
Wordy Concise
We hereby wish to let you
know that our oIIice is
pleased with the conIidence
you have reposed in us.
We appreciate your
conIidence
Avoid unnecessary repetition Avoid unnecessary repetition
Sometimes repetition is necessary Ior emphasis. But when the
same thing is said rapidly without reason, the message becomes
wordy and boring.
- Use a shorter name aIter you have mentioned
the long one once. For instance Sultan Mahmood
Ghaznawi Butshekan say only Sultan Mahmood or
Ghazanwi
- Use pronouns or initial name rather than repeat
long names. For instance United State of America use
USA.
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Consideration:
Consideration:
Consideration means preparing every message with the
message receivers in mind try to put yourselI in their place;
you are considerate you do not lose your anger, you do not
accuse, you do not charge them without Iacts. You are
Ioremost, aware oI their desires, problems, circumstance and
emotions.
Focus on "You" instead of "l" Focus on "You" instead of "l"

and "We" and "We"
Focus on how message receivers will beneIit, what they will
receive and what they want or need to know.
In some case, this can be accomplished by emphasis; you
might downplay your own Ieelings and emphasize a point,
make an explicit reIerence, or use a direct quotation in
responding to the request oI another individual.
We- Attitude You- Attitude
I am delighted to announce
that we will be extending our
hours to make shopping more
convenient.
You will be able to shop
evenings with the extended
hours.
We have more diIIerent examples such as UIon connection that
they mostly Iocus on customers and saying (- - _- -)
Emphasize positive, pleasant Emphasize positive, pleasant

facts facts
To show consideration Ior your receivers is to accent the
positive. This means stressing what can be done instead oI
what cannot be done and Iocusing on words your recipient can
consider Iavorably.
Negative Positive
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It is impossible to open an
account Ior you today
As soon as your signature
card reaches us, we will
gladly open an account.
We don't reIund iI the
returned item is soiled and un-
salable
We reIund when the
returned item is clean and
resalable.
Concreteness:
Concreteness:
Communicating concretely means being speciIic, deIinite and
vivid rather than vague and general. For instance we say there
is many student in the class, the word many is obstacle and it
need to be concrete that how many students are in the class, is
it 20, 30 or .
To achieve concreteness, observe the Iollowing suggestion
Use specific facts and figures Use specific facts and figures
To make your message more concrete use an exact, precise
statement or a Iigure in place oI a general words.
Vague, General Concrete
Student oI IIUI got good
grade
Student oI IIUI got A grade
She is an excellent Her GPA was 3.8 out oI 4
in 2000.
Put action in your verbs Put action in your verbs

Use active rather than passive verbs and put action in your
verbs rather than in nouns and inIinitives.
Passive Active
Grades oI students will be
sent to you by the school
The school will send
students their grades.
Students held the meeting in
the oIIice
Student met in the oIIice
ProIessor YousaI will give ProIessor YousaI will
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consideration to the report. consider the report
Chose Vivid, lmage-Building Chose Vivid, lmage-Building
words words
Sometimes images or devices can use to make the
messages IorceIul, vivid and speciIic, but use these devices
with caution.
Clarity:
Clarity:
Getting the meaning Irom your head into the head oI your
reader oI your reader accurately is the purpose oI clarity. You
know better this is not simple. We all carry around our own
unique interpretations, ideas with words.
To achieve Clarity, observe the Iollowing suggestion
Choose precise, concrete and Choose precise, concrete and
familiar words familiar words
When you use precise or concrete language, you select exactly
the right word to convey your meaning clearly.
When you have a choice between a long word and a short one,
use the short, Iamiliar word that your reader or listener will
quickly understand.
Unfamiliar Familiar
AIter our perusal oI pertinent
date the conclusion is that a
lucrative market exists Ior the
subject property.
The date we studied show
that your property is
proIitable and in high
demand.
Construct Effective Sentences Construct Effective Sentences

and Paragraphs and Paragraphs
Length:
Generally, short sentences are preIerred. The suggested
average sentence length should be about 17 to 20 words, and iI
your sentence exceeds 40 words, try to rewrite it into more than
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one sentence.
Unity:
Unity means that you have one main idea, and any other ideas
in the sentence must be closely related to it. For instance (I like
Bahram and Afghanistan is a beautiful country) obviously is
not a uniIied sentence.
Coherence:
In a coherent sentence the words are correctly arranged so that
the ideas clearly express the intended meaning.
Unclear Clear
His report was about
managers, broken down by
age and gender.
His report Iocused on age
and gender oI managers.
Emphasis:
The Quality that gives Iorce to important parts oI sentences and
paragraphs is emphasis. Writers must decide what needs
emphasis and then choose correct sentence structure.
Little emphasis Better emphasis
The airplane Iinally
approached the speed oI
sound, and it became very
diIIicult to control.
As it Iinally approached the
speed oI sound, the
airplane became very
diIIicult to control.
Courtesy:
Courtesy:
True courtesy involves being aware not only oI the perspective
oI others, but also their Ieelings. Courtesy stems Ior a sincere
you-attitude. It is not merely politeness with "Please" and
"Thank you" although applying socially accepted manners is a
Iorm oI courtesy.
To achieve Courtesy, observe the Iollowing suggestion
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Be sincerely tactful, Be sincerely tactful,

thoughtful, and appreciative thoughtful, and appreciative
Some people are intentionally blunt and using hard words,
sometimes Ior negative personal attitudes, sometimes Ior not
knowing the culture oI a country or even groups oI people,
these negative traits are a common cause oI discourtesy, In the
below example clearly shown.
Tactless Tactful
Stupid letter; I cannot
understand any oI it.
It's my understanding..
Clearly, you did not read my
latest mail.
Sometimes my wording is
not precise; let me try
again.
I rewrote that letter three
times; the point was clear
I am sorry the point was
not clear; here is another
version.
Use expressions that show Use expressions that show
respect respect
No reader wants to receive message that oIIend or to be sad, as
shown in the below example.
Offensive Courteous
I do not agree with you The Iact that
I am sure you must realize You did not till us
Irresponsible You Iorgot to
Simply nonsense You should know
We must insist Your insinuation
We take issue Your neglect
Why have you ignored Your stubborn silence
Offensive:
Hey man, what is this I hear about the good news. You sure
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pulled a Iast one this past weekend and then didn't till any oI us
about it.
Give my regards to the little lady, and wish her the best; she
will need it.
More courteous
Warm congratulations on your wedding!
Well, you certainly took us by surprise. In Iact, just a Iew oI us
even suspected you were taking oII to get married. But even
though we did not hear about it until later, we (my wiIe and I)
wish you the best.
Give our warm regards to your new partner.
Choose nondiscriminatory Choose nondiscriminatory

expressions expressions
The last requirement Ior courtesy is the use oI
nondiscriminatory language that reIlects equal treatment oI
people regardless oI gender, race, ethnic origin and physical
Ieatures. Follow the examples.
Offensive Courteous
I do not agree with you The Iact that
I am sure you must realize You did not till us
Irresponsible You Iorgot to
Simply nonsense You should know
We must insist Your insinuation
We take issue Your neglect
Why have you ignored Your stubborn silence
Correctness:
Correctness:
By correctness we mean its proper grammar, punctuation and
spelling, but sometimes a message may be perIect
grammatically but still insult oI a person.
To achieve Correctness, observe the Iollowing suggestion
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Use the right level of language Use the right level of language
There is three level oI language: Iormal, inIormal and sub
standard.
Formal writing use Ior Legal documents, top-level government
agreements and other material where Iormality in style is
demanded.
Informal writing mostly use in business writing. Here are
some example that are short, well-known and conversation.
More Formal Less formal
Participate Join
Procure Get
Endeavor Try
Ascertain Find out
Deem Think (believe)
Utilize Use
Interrogate Question
Substandard: avoid substandard writing because it is using
incorrect words, incorrect grammar, and Iaulty pronunciation.
Substandard More acceptable
Ain't Isn't , Aren't
Can't hardly Can hardly
Aim at proving Aim to prove
Irregardless Regardless
Brung Brought
Should oI Should have
Check Accuracy of figures, Check Accuracy of figures,

facts, and words facts, and words
It is impossible to convey meaning precisely through words
Irom the sender to receiver. Our goal is to be as precise as
possible, which means checking and double-checking to ensure
that the Iigures, Iacts and words are correct.
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Our English language is constantly changing; in Iact even
dictionaries cannot keep up with the rapid change in our
language. But the dictionary is still a major source Ior locating
correct words and their intended meanings. Some examples are
below:
a , an Use "a" beIore consonants
and consonants sound and use
"an" beIore vowels or a silent
"h"
Accept, except Accept is a very and means to
receive.
Except is a verb or a
preposition and relates to
omitting or leaving out
Anxious, eager Anxious implies worry, eager
conveys keen desire
Between , among Between involves two people
or two groups, but among
three or more
Continual, continuous Continual means "recurring
regularly" but continuous
means without stopping.
EIIect, aIIect In business usage only eIIect
is a noun it means "result"
"condition" or "inIluence"
both words are verbs to
eIIect is "to bring about" to
aIIect is "to inIluence"
Farther, Iurther Farther is more used to
express distance in space;
Iurther Ior distance in time,
quality or degree.
Which, that, who That reIers to persons or
things, who to people; which
only to things.
Who, whom Use who as the subject oI a
verb "who will win?" use
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whom as the object oI a verb
or a preposition "Whom can
you trust" or "For whom will
you vote"
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The Design of Business
The Design of Business

Messages
Messages
Under this heading we will discuss Business letters and
Memorandums.
Business Letters:
Business Letters:
The medium used most oIten Ior written messages to
persons outside your organization or company is the business
letter.
Parts oI the Business letters
Stationery and Envelopes: Stationery and Envelopes:

Ouaty, sze, coor:
Paper quality is usually 85 Gram weight and the standard size
8 by 11 inches and with some legal Iirm, using 8 by 14
inches. White is the most common color, although cream and
light gray are also popular
Letterhead:
Letterhead usually occupy no more than 2 inches at the top oI
the page and it contain the Iirm`s name, address, ZIP code,
telephone number, Iax number, Email address, nature oI
business and name oI the department or Branch oIIice and its
printed, embossed or engraved. For example
MAC Computer Center
University Road, Gul Haji plaza
2
nd
Iloor, shop no 225, Peshawar
mailtomacgmail.com
Ph: 091-5704252
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Enveopes:
Return address oI the senders oIten printed like the letterhead
or typewritten should be in the upper leIt corner oI the
envelope. And the addressee`s address which is the inside
address oI the letter should be placed on the envelope; the
address should be typed in block Iorm with leIt aligned.
The inIormation in the address should be listed in the Iollowing
chronological order.
1. Name and te of recever
2. Name of department
3. Name of Organzaton
4. Name of Budng (f reevant)
5. Street address or Post box offce
number
6. Cty, State
7. Country (f etter s beng sent out of
the country)
Large business envelope (no 10 size 9 by 4 1/8 inches).
Dr. Halim Shakir
Department oI English
International Islamic University,
Islamabad
Box 42, Sector H10, near to
Police line
MR. MOHAMMAD YOUSAF
HR DEPARTMENT
LUCKY TRANSLATION CENTER
UNIVERSITY ROAD, GUL HA1I PLAZA
2ND FLOOR, SHOP NO 225, PESHAWAR
1 inches 1 inches
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Standard Parts of the letter Standard Parts of the letter

Parts oI the business letter are Iollows:
1. Headng (Letterhead and date)
2. Insde address
3. Sautaton
4. Body
5. Compmentary Cose
6. Sgnature area
7. Reference secton.
1. Headng (Letterhead and Date)
A heading shows where the letter comes Irom and it is usually
at the top center oI the letter.
Usually the date is written two to six lines below the last line oI
the letterhead at the leIt margin, centered, begun at the center
so it ends with the right margin. Mostly date sequence
preIerred in American business is month, day, year (31, July,
2009).
2. Insde Address:
Always blocked at the leIt-hand margin, the inside address
includes the name and address oI the individual, group or
organization to whom you are writing.
3. Sautaton:
The salutation is typed on the second line below the inside
address, two lines above the body and even with the leIt
margin. For instance
a) Dear Mr. (or Ms., Mrs., Miss) Doe
b) Dear 1ohn (Aickname)
c) Dear Manager
d) Dear Ladies and Centlemen
4. Body:
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The body oI all letters should be typed single-spaced, with
double spacing between paragraphs, beIore and aIter the
salutation and beIore the complimentary close.
5. Compmentary Cose:
Complimentary closes in American letter are the Iollowing.
Sincerely (most popular)
Sincerely yours, yours sincerely
Very truly yours, yours very truly
Cordially
6. Sgnature Area:
You can include in the signature area several identiIication, Ior
instance your signature, your name and your business title.
7. Reference Secton:
Your initials as the composer oI the message along with those
oI your typist usually appear at the leIt margin on the end. For
instance (H:my)H composer and Mohammad YousaI is typist)
Check the sample in the next page.
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A letter has optional parts too that are:
1. Attenton ne: When you want to directly a
letter to a particular person or department in an
organization, you can use an attention line)
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2. Sub|ect ne: the subject line helps tell your
reader at a glance what your letter is about.
3. Encosure Notaton: An enclosure or
attachment notation is included to remind your
reader to check Ior additional pages oI inIormation.
4. Copy notaton: when you want persons
other than the addressee to receive a copy oI your
letter, the names oI these persons should be typed
just below the reIerence initial. Write 'C iI you
want to send the copy or iI you want to send the
carbon copy then write 'CC.
5. Fe or account number: Ior quick reply
or retrieval Ior the sender`s and reader`s company,
some Iirm, organization require that Iile, loan, or
account numbers be typed above the body oI the
letter.

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Note: Various kinds oI standard message Iormats are diIIerent
Irom country to country. For instance, resumes in Germany
look much diIIerent Irom those in the United states. In pairs,
Iind and example oI a message Iormat that is diIIerent Irom the
conventional Iormat in the United States, give an oral report
outlining the diIIerences.
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Mr. Laal Bakhsh Khan
Purchasing Manager
RCF system Ltd
Karkhano, Peerano Market
Peshawar
31-07-2009
Dear Mr. Ibrahim;
Thank you Ior your letter regarding our recent price increase.
From my own experience I know how diIIicult it is to accept these
additional burdens but. As a matter oI interest this is our Iirst increase
in three years so I Ieel we have been particularly kind to our
customers. I wish our suppliers could have been as kind to us! We
have only achieved this record by keeping our costs down to an
absolute minimum much to the disbelieI oI some our competitors.
OI course I understand and appreciate your concern. I would like to
come and see you as soon as possible. I know my sales manager
wants to join me. Would next Thursday be too soon? II you will
telephone me as soon as you get this letter we can Iix a time and date.
I Ieel sure a discussion at this stage would be to our mutual
advantage. I hope it also shows our intention to continuous to provide
a service to our customers which is second to none.
Yours sincerely.
Dawood ]alal
Dawood Jalal
Assistant Manager. Sales Department
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Memorandums
Memorandums
In contrast to the letter, which is directed outside your
organization, the memorandum goes within your organization.
It is the most common Iorm oI written communication between
people or departments. Parts oI the memorandum are some
what diIIerence with the letters.
Managers using electronic mail (E-mail) send their message
Irom a computer to that oI a colleague, and trying to eliminate
the stationary.
A memo consist oI a heading with 1O, FROM,
SUB1EC1 and DA1E, and the optional parts are such items
as reIerence initials, enclosures, Iile number, the sender's
department and telephone number. And it does not require
inside address, salutation, complementary close or Iull
signature.
A combination memorandum is a message-and-reply
memorandum Iorm, it is best way to save time Ior both sender
and receiver. And it is divided in two sections MESSACE and
REPLY. These two sections are one above the other.
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A sample oI Memorandum
ABC company INTEROFFICE COMMUNICATION
TO
PLANE/DEPARTMENT
FROM
PLANE/DEPARTMENT
SUB1ECT DATE
Message
Signed
Reply
DATE SINGED
Person Receiving Communication Retain This Copy For Your Record (1
st
Page White)
Originator Detach This Copy Send Remaining Set Carbon Intact For Use Of Replier (2nd Page Yellow)
Replier return this copy to sender (3rd page pink)
Body of Memorandum:
The body oI the memo is its most important parts
because it contains your message. In general, you can use the
same guidelines, principles and organizational plans Ior the
memo as Ior the letter.
Enveopes and Eectronc Ma:
How your memo is sent to the addressee depends on
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where you and the reader are located and the degree oI high
technology in the oIIice. Firm general have messengers,
envelopes or electronic mail. The envelope address contains
your name and department in the upper leIt corner and the
reader's name, department and address according to your
organization's procedures.
Speca Tmesavng Message Meda:
Various message media that save both the sender and
the recipient time. Media that merit discussion here are the
newer electronic Iorms oI communication, Such as Electronic
Mail
1
(E-mail) and Facsimiles
2
(Iaxes), as well as a Iew oI the
older Iorms, such as Telexes, Telegrams and Mailgrams
3
.
TeleconIerencing
4
adds another dimension to electronic
communication enabling a person to attend a meeting in
another city without leaving his or her desk.
Good-News
Good-News
and
and
Neutra
Neutra

Messages
Messages
A message that will receive a Iavorable or neutral
reaction Irom your reader is usually easy to write because such
a message tells your reader something pleasant or oIIers useIul
inIormation.
1
E-mail Iormats have similarities to both memo and letter Iormats, with
conventions that are still developing as the use oI electronic mail expends.
2
For immediate communication, many organizations use a Iax, which is a
Iast growing means oI sending and receiving messages.
3
Telegrams, mailgrams and telexes are older Iorms oI electronic
communication but they are still used by companies that are not hooked into
computer networks.
4
It is oIten less expensive to bring together people located at distant
geographical sites by arranging a teleconIerence rather than have them
physically come together
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In favorabe repes we will brieIly discuss.
Answering inquiries
Granting requests Irom adjustment
Approving credit
Acknowledging orders
Granting Iavors and other request
Job acceptance letters
Goodwill message: Appreciation, congratulation
and condolence letters.
And Neutra Messages:
Announcements about:
Sales and events
Procedures, policies and responsibilities
Honors and activities oI people
Transmittals
Answerng Inqures:
To request inIormation about personnel and credit
applicants, in this section we will discuss letters oI
recommendation about person Ior jobs and replies to inquiries
about applicant who are considered Ior reasons other than jobs.
The inIormation about an applicant's qualiIications, character,
and general conduct, the message should preIerable be
addressed to the speciIic person interested rather than "To
whom it may concern".
Recommendaton etters:
Recommendation letter has three parts
1- Main Idea:
State the applicant's Iull name and what his or
her relationship is to you employee, customer, Iriend,
tenant, club member, mention dates, length oI time and
type oI job, credit, tenancy or whatever is pertinent.
Include an expression oI pleasure, iI sincere, in
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your statement oI purpose Ior the letter, replying
conIidentially to a request. A subject line can cover part
oI item with such words as "conIidential report by
request on Noor Ali as a Computer operator".
2- Explanation:
Answer all question
Support your statements oI evaluation
(Excellent, outstanding, etc) with speciIic Iacts about
perIormance record. For a job applicant i- tell speciIic
job duties that applicant perIormed. ii- discuss those
duties relevant to the position Ior which the applicant is
a candidate, iI known.
II there is negative material, reIer to the
suggestions in the section "Recommendations Ior
candidates with shortcomings" below
3- Ending:
Include a candid statement oI your personal
opinion about the applicant's probable Iitness Ior the
position or Ior the lease, credit.
Be sure to correlate your opinion with
documented Iacts.
Recommendation for outstanding candidates:
An International marketing director's sincere solicited
recommendation to the executive committee oI his Iirm about a
member oI his staII seeking a promotion.
Pleasure
Purpose; Name
1ob length
I am happy to answer your inquiry about M.
YousaI. Because YousaI has worked Ior me
nearly two years as a member oI my staII, I
know him well
Answer to
Question
During this time, YousaI has been the most
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eIIective member oI my liaison staII.
His monthly reports show a keen grasp oI the
competitive problems we Iace in each oI our
international divisions. He has workable,
creative ideas Ior improving our sales, and he
works well with people.
Duties
Performed
YousaI has been involved in the last Iive
advertising campaigns in Arabic country
including Saudi Arabistan and Dubai. His
language skills are a plus. He has made it his
business to learn several oI the languages oI the
countries in which we work, and thus, knows
Arabic. This knowledge will be an asset to him
as the director oI marketing in Kabul,
AIghanistan. He is acutely aware oI the
problems oI cross-cultural communication and is
a sensitive host when nationals Irom other
countries visit our home oIIice.
Personality
and character
As to conduct, personal habits and ability to
handle himselI, this man has no Iaults, to my
knowledge. He will make a real contribution to
our international marketing eIIorts and I give
him my highest recommendation.
A Iew oI the statements seem overstated; the recommendation
has sincere supported by the speciIic details.
Recommendations for candidates with shortcomings:
When you are writing a recommendation Ior someone
with shortcomings, you must decide whether to include or omit
the negative material. You may be able to give a
recommendation without stating the shortcoming. In any case,
mention a weakness only iI it meets these conditions:
It is relevant to the job Ior which the candidate
has applied.
g
It is suIIiciently serious to aIIect the applicant's
probable Iitness Ior that responsibility.
It is a Iact, not hearsay or your own personal
prejudice, jealousy, malice, or discrimination and is
supported by the record.
It is possible to state it discreetly and within
legal limits.
II you are writing a letter oI recommendation Ior a candidate
who, apart Irom one serious shortcoming, is satisIactory,
organize your letter so you establish the applicant's more
Iavorable characteristic beIore you mention the weakness.
A department manager comments on a Iormer employee who
had a serious alcohol problem.
Full name
And brief
Summery
Mr. Abid worked hard Ior us as a sales-person in the
electrical appliances section Ior about a year. He was
such a dependable salesperson that when the section
manager resigned to go to the east, we placed Abid in
charge and Iound him well-qualiIied Ior the job. He
was with us 22 months-until June this year.
As section manager, Abid had much responsibility.
Besides ordering all merchandise Ior the section, he
was also in charge oI the Iive salespeople working
under him. He was well-liked by subordinates and
customers. He had a knack oI being tactIul and
thoughtIul with every customer. Because oI his
personality and his knowledge oI the stock, he pleased
good many steady patrons and helped increase total
sales within his section.
Favorable
comment
before
Abid's work at the store was entirely commendable
Ior about 16 months. Then developed what he
described as an alcohol problem, which noticeably
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and after
negative.
aIIected his disposition and his attendance. When
talked with him about the change and I suggested a
treatment program, he mentioned serious worries. He
tried to lose the problem alone and did so Ior three
weeks. But aIter he had missed at least a day's work
every week Ior six months regretIully had to let him
go.
Abid's other personal habits are good. His personality,
honesty, and physical appearance are an asset to any
company. He takes an active part in outdoor sports
and is in Iine health, except Ior the problem I
mentioned. He will quite problem successIully
recover Irom his problem during a helpIul
proIessional program.
Favorable
job-related
appraisal
Abid is intelligent and well-educated (a marketing
graduate oI Broadway college). Because he knows the
electrical appliance business well and has so many
other Iine qualities, he can be a top-notch department
or section manager, especially in the electrical Iield.
Grantng Requests for ad|ustment:
An adjustment letter is the reply to a complaint or
called a claim letter. In general the best attitude is to give the
customer the beneIit oI the doubt. Most persons are honest in
their claims, and it is usually better to make the desired
adjustment than to risk losing a customer.
In this section we will discuss:
i. Tone oI adjustment messages
ii. Organization and content when the seller is at
Iault.
iii. When the buyer or a third party is at Iault and
iv. When Iault has not yet been determined.
g
Tone in Adjustment-Granting Messages:
Consideration and courtesy are important when you
grant an adjustment. Because your reader has been
inconvenienced, irritated and perhaps angered, he or she is
especially sensitive to the tone oI your message. Even when a
letter grants a request, its tone can either maintain or destroy
goodwill. ReIer to the example below:
Poor
Nevertheless, so that we can keep you as a satisIied
customer, we are willing to allow you to exchange these
toys.
Better:
Because we want you to be completely pleased, we will
gladly exchange the toys Ior you.
When you are deIinitely at Iault, saying "I'm sorry,"
"We apologize," or "Please Iorgive us" is quite disarming or
not Iriendly. You are more likely to lose Iace by not
apologizing than by doing so. One apology, in the explanation
section, is enough Ior most situations.
Organization and content when seller is at fault:
Begin your paragraph with whatever you think the
reader will consider the best news. II the customer has asked
Ior something speciIic, such as a reIund, exchange, speedier
service. However, iI the speciIic problem makes granting
something inadvisable, try to create report with your reader in
another appropriate way. For instance, iI a customer has Iound
a bug in a jar oI prunes and promise never to buy your products
again, you cannot very well begin by saying your are sending
another jar oI prunes to replace the Iaulty one! Instead, you
might express regret Ior the occurrence and appreciation Ior the
customer's thoughtIulness in writing.
Cust omer' s
Request or
Suggest ed
open ng
g
comp a nt
That you "eliminate the
delays" in your
merchandise shipments or
risk losing business
You will be glad to hear that we have
Iound a new way to speed deliveries
oI Iresh vegetables to you. From now
on, you produce can reach you within
two hours aIter we receive your order.
That you replace
immediately five defective
copies of a book needed by
may 15.
Today Iive copies oI (Book titles)
were sent to you by air express,
shipping charges prepaid. You should
receive them three days beIore may
15.
That two special toys
ordered 4 weeks ago did not
arrive in time for Eid.
Please give us the opportunity to
restore the Eid spirit Ior your children.
We want to do the best we can to
make them happy with new toys.
When your Iirm is at Iault, admit it Irankly. Do not say
that "mistakes are bound to happen" or that because oI the size
oI your Iirm, there will naturally be Irequent errors. And do not
promise the error will never happen again. Generally, it is
desirable to include some kind oI explanation.
Example:
1. You guessed correctly. Apparently all the order
and shipping papers, including the ones that should have
been kept for our use, were sent to you. As a result, we
have no record of the ordered paint. We are certainly
sorry that you were inconvenienced by our slip-up. We
always try to be careful in processing every customer
request accurately and promptly.
g
2. Our research suggests you are entirely right: the
air carrier here in (Location) put an incorrect bar code
on our shipment to your office in (office location). We
know the parts arrived late. We have spoken with the air
carrier; they assure us that in our next international
shipments they will doubly verify the correct address and
bar code number.
Resae: iI the person complaining seems to be losing
Iaith in your Iirm, resale is desirable. iI possible, include
concrete evidence oI your eIIicient service, saIe and correct
shipments, or care in providing or selecting high-quality
products. Sometimes you can honestly state that a new
procedure is developed "on the basis oI helpIul comments like
yours."
Saes promoton matera: iI a retailer sells
only one type oI costly product (such as Iurnace etc), which the
average consumer buys only once in a great while, sales
promotion material is not necessary. However, iI the seller
carries a variety oI oIten-replaced items, sales promotion may
buy other goods Irom you by enclosing coupons or inIormation
regarding your products.
For a pleasant close oI your paragraph, you may (1) tie
suggested action in with sales promotional material, (2)
comment on the pleasure the reader will gain Irom the high-
quality new article you have sent, (3) express appreciation that
the reader took the time to write, or (4) issue a cordial
invitation that the customer continue to come to your Iirm Ior
top service. Reduce negative inIormation, such as an apology
(you may have already apologized in your starting paragraph)
or a reminder oI the inconvenience the mistake cause.
g
Organization and content when the buyer or a
third party is at fault:
Buyer at fault: iI you decide to grant the adjustment claim
although the buyer is at Iault, you have two choices Ior letter
organization: 1) using this direct approach, you begin by
granting the request and Iollow by a tactIul explanation that
helps the customer understand that mistreatment oI the product
caused the problem. You goal is to maintain goodwill so that
the customer will continue to make purchase Irom your Iirm. 2)
iI you decide on the indirect approach. You begin with a
neutral statement that creates rapport or understanding, such as
your appreciation oI the customer's promptness in reporting the
problem, and Iollow with a tactIul explanation oI the mistake.
Finally, you grant the claim. The reason Ior this alternative is
that sometimes the psychological eIIect on the reader is better
iI you allow the claim aIter you have shown that the buyer, not
your Iirm is at Iault.
Third part at fault: sometimes merchandise is damaged or
lost while it is in the warehouse or truck oI a third part
distributor, broker, shipper, or someone else. In this case the
third party has the legal responsibility to adjust the claim, and
many sellers preIer not to get involved in shipping materials to
Ioreign customers, the situation is a bit more complex. There
are innumerable causes Ior delay Irom the international carrier
to customs oIIicial.
However, some wholesaler that sell to small retailers assist
them in the claim-Iilling procedures or they Iile the claim
directly on behalI oI the dealer. In these situation, the direct
approach as described in the section on when the seller is at
Iault. Is usually preIerred. You can create not only goodwill but
Iuture business iI you appear to be helpIul to customers and
dealers alike.
Organization and content when the fault is not yet
g
determined:
Sometimes the Iinal adjustment decision cannot be made until
the seller determines who is responsible Ior the mistake. In
such cases, letting the buyer know promptly that you are
investigating the claim is reassuring even though you have not
yet granted the claim. the best organization is express interest
in the problem, assure the customer you are looking into the
matter, include brieI resale material, iI desirable and
courteously state that you will give you reader the Iacts as
soon as they are available.
The message telling the customer that you are granting credit
oIten includes all parts oI the basic good-news plan-best news
Iirst and then terms, resale, sale promotion and appreciation.
Resae and saes promoton:
The credit-granting message should include resale inIormation
about the Iirm's services, which are customer beneIits, also, it
is sometimes desirable to include sales promotion material in
the next to last paragraph about such news as Iorthcoming
sales, new seasonal merchandise, or products related to those
ordered. Such news encourages the customer to use credit. To
keep your letter short, you can enclose a leaIlet describing
departments and services such as the Iollowing.
For the consumer:
Free partking, mail and telephone shopping, personalized service
for men, home planning child care, gift wrapping, free and
frequent deliveries, special discounts or purchase privileges.
For the reader or whoesaer:
Nearby warehouses, factory representatives, quantity discounts,
free window or counter displays, national advertising, cuts and
mats for newspaper and other advertising, repair services,
manuals, factory guarantee, prompt and speedy deliveries,
research department.
g
For the nternatona cent:
Regular quarterly visits by sales personnel, regional distribution
office within two hours flight time, two-day courier service from
the boring countries, adversary staff to U.S. home office
regarding styles of merchandise, in-place legal firm for legal
questions.
193

Business Communication

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Effectve Busness Communcaton

Provide all necessary Provide all necessary

Give something extra, when Give something extra, when

Eliminate wordy expressions. Eliminate wordy expressions.

lnclude only relevant material lnclude only relevant material

Focus on "You" instead of "l" Focus on "You" instead of "l"

Emphasize positive, pleasant Emphasize positive, pleasant

Put action in your verbs Put action in your verbs

Construct Effective Sentences Construct Effective Sentences

Be sincerely tactful, Be sincerely tactful,

Choose nondiscriminatory Choose nondiscriminatory

Check Accuracy of figures, Check Accuracy of figures,

Stationery and Envelopes: Stationery and Envelopes:

Standard Parts of the letter Standard Parts of the letter

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