Lectur Lecture e 1 INTRODUC INTRODUCTION TION TO BUSIN BUSINESS ESS COMMUN COMMUNICAT ICATION ION
Effective business communicators - to select those communication skills that will prove the most
adequate for a particular situation and will serve their interests best. Recent studies → necessity to organise training courses for developing • communication communication skills • critical-thinking skills to cope with: • high technology • competitive world • demands of the modern economy written & oral communication skills ϖ advocacy ϖ elocution ϖ oral response ϖ preparing formal reports ϖ writing business plans ϖ planning and writing strategies changing people's attitude towards acquiring these abilities communication communication = innate ability !ood communicators' strengths: they know what to communicate how to communicate to different people in different ways a system of measuring their performance "how much they have progressed# $usiness schools should teach both formal and informal skills %pecific language functions: eplaining analysing maki making ng tac tactf tful ul ref refus usal als s persuading making complaints criticising tactfully eeded
comm commun unic icat atio ion n epe epert rtis ise e
to work consciously on these skills to acquire a set of abilities associated with
→
high performance in business communication • • • •
ability to epress oneself ability to use analytical(conceptual skills ability to write and speak creatively ability to empathise with the partner "social self#
Exploiting the language functions •
ability to epress oneself ) induce a certain reaction* selection of vocabulary(structures(registers vocabulary(structures(registers++ etc# Emotive function
→
1
• • •
correct level of approach* to get the partner involved* use of vocatives( polite forms of address(titles# Emotive + referential function → ability to speak & write creatively* adequate reference to the business contet = proof of increased creativity# Phatic function → empathy with the partner( adapting to the partner Phatic communication/ Rapport → adequate use of those verbal and non verbal elements in order to create the atmosphere of sociability( communion necessary necessary to the development of co-operative relationships "business meetings & negotiations# Conative function
→
Oral and written communication
nature of the channel Oral communication
Written communication
roles of speaker & listener reversible
irreversible
"biunivocal relationship#
"univocal relationship#
open to linguistic varieties
restrictive
"regional+ social varieties+ dialectal items etc#
"standard language#
negotiation of meaning
once the message has been sent+ the
"both partners contribute to the building of the meaning* , mean,+ ,hat do you mean by,+ ,what mean is /,#
writer cannot change the meaning
The processing of information spontaneous
face-to-face communication "less elaborate+ sometimes+ faulty* repetitions* starts & re-starts* hesitations* fillers* redundant elements* non-verbal = paraverbal elements+ violation of rules+ rules+ feedback+ more informal+ etc# interactional + transactional
0ends to establish and maintain relationship+ to create a certain social atmosphere#
"cannot work out on it# careful elaboration of the message! observance of rules
"comple synta+ reduced repetition+ precise+ concrete vocabulary+ lack of immediate feedback+ more formal#
predominantl" transactional
"orientation towards conveying factual information#
#usiness communication strateg" ) ) based on the following elements
the problem the ob1ectives the reader(writer the order the format
The problem ) assess the circumstances imposing the necessity to communicate "speak(write#
2articular setting(background setting(background 3actors: internal strengths weaknesses
external state of competition technological level
2
• • •
correct level of approach* to get the partner involved* use of vocatives( polite forms of address(titles# Emotive + referential function → ability to speak & write creatively* adequate reference to the business contet = proof of increased creativity# Phatic function → empathy with the partner( adapting to the partner Phatic communication/ Rapport → adequate use of those verbal and non verbal elements in order to create the atmosphere of sociability( communion necessary necessary to the development of co-operative relationships "business meetings & negotiations# Conative function
→
Oral and written communication
nature of the channel Oral communication
Written communication
roles of speaker & listener reversible
irreversible
"biunivocal relationship#
"univocal relationship#
open to linguistic varieties
restrictive
"regional+ social varieties+ dialectal items etc#
"standard language#
negotiation of meaning
once the message has been sent+ the
"both partners contribute to the building of the meaning* , mean,+ ,hat do you mean by,+ ,what mean is /,#
writer cannot change the meaning
The processing of information spontaneous
face-to-face communication "less elaborate+ sometimes+ faulty* repetitions* starts & re-starts* hesitations* fillers* redundant elements* non-verbal = paraverbal elements+ violation of rules+ rules+ feedback+ more informal+ etc# interactional + transactional
0ends to establish and maintain relationship+ to create a certain social atmosphere#
"cannot work out on it# careful elaboration of the message! observance of rules
"comple synta+ reduced repetition+ precise+ concrete vocabulary+ lack of immediate feedback+ more formal#
predominantl" transactional
"orientation towards conveying factual information#
#usiness communication strateg" ) ) based on the following elements
the problem the ob1ectives the reader(writer the order the format
The problem ) assess the circumstances imposing the necessity to communicate "speak(write#
2articular setting(background setting(background 3actors: internal strengths weaknesses
external state of competition technological level
2
"of various people(depts#
customers' attitude
The obecti!e" General objectives • • • • • • • • • •
to inform to get approval to get information to persuade to give instructions to make complaints to notify to make ad1ustments to make proposals to congratulate
Specific objectives • •
to give details to support the general ob1ective
%uccessful communicators: communicators: only one ma1or ob1ective for each piece of communication communication make the message clear → taken into account promptly → followed by immediate action not clear ob1ectives
→
lead to misinterpretation → ineffective communication → additional action(waste of time
The au#ience $rea#er%&riter'
4ction oriented towards the audience • • • •
do whatever necessary to help the audience sensitive to the audience's needs try to anticipate their reactions adapt their communication to the type of the audience
Categories of audience
.
general public epert audience layperson
. .
prim primar ary y "de "deci cisi sion on mak makers* ers* acti action on take takers rs++ etc# etc# secondary "people affected by the decision taken#
The or#er o( pre"entation
0he way in which selected information & data are arranged to achieve the ob1ectives n business letters → 5 levels where order becomes becomes relevant the overall message the paragraph the sentence 3
The overall message : can be arranged directl" $ most important ideas at the beginning of the message indirectl" $ main objective at the end of the message
4rrangement depends on: • • •
type of message objective relationship with the partner
The paragraph % arranged such a way as to emphasi6e a particular point
direct the reader's attention to the main point Topic sentence = the sentence carrying the core information*
all the other sentences will be related to it 4 well-written paragraph should be* • coherent "it follows a definite plan# • developed "all sentences eplain the main point# • unified "all sentences should be relevant to the main point# 0he sentences) selection 7 combination of words to achieve emphasis to direct the reader's attention 8amples: 1. &ecision%ma'ing is essential in managerial activit"( 2. )anagerial activit" includes decision%ma'ing(
2resentation of ideas: certain patterns simple → comple familiar → unfamiliar known → unknown most important → least important cause → effect chronological
4
Lecture *
E((ecti!e Bu"ine"" Communication
%uccess in business
ability to communicate inside & outside the company hen is communication effective 9nly when others understand your message and respond to it the way you want them to 8ffective communication: • manage your work flow • improve business relationships • enhance your professional image • other important benefits: →
Improved Stakeholder response
Enhanced professional image
Clearer promotional materials
"uicker prolem solving
EFFECTIVE COMMUNICATION
Stronger usiness relationships
Stronger decision making
Increased productivity
Steadier work flow
!
+hat #o emplo,er" expect (rom ,oucompetent → communication tasks %pecific skills → advance in career • organi6ing ideas and information coherently and completely • epressing and presenting ideas coherently and persuasively • listening to others effectively "active listening# • communicating effectively with people from diverse backgrounds and having different eperiences • using communication technologies effectively and efficiently • communicating in a civilised manner that reflects contemporary epectations of business etiquette • communicating ethically+ even when choices are not crystal clear Characteri"tic" o( E((ecti!e Communication
;nowledge may be power+ but communication skills are the primary raw materials of good client relationships.< "pro1ect manager at 4%4's arshal %pace 3light >enter# • provide practical information • give facts rather than impression • clarify and condense information • state precise responsibilities • persuade others and offer recommendations Communication in Or.ani/ational Settin."
>ommunication = vital link bet. people ( information nternal & eternal communication 3ormal and nformal >ommunication A0 INTERNAL COMMUNICATION *( ormal Communication ,etwor'
deas & information → along the lines of command "hierarchical levels# nternal formal network → information flows in three directions: • downward flow : eecutives → employees • upward flow: employees → eecutives • hori6ontal flow: lateral or diagonal communication flow "between departments# -( .nformal Communication ,etwor' "a grapevine# e-mail and instant-messaging systems !rapevines → most active "when employees think the formal network is not providing the information they want or need# B0 ETERNAL COMMUNICATION
flows in and out the organi6ation along formal lines "carefully prepared letters+ announcements+ e-mail messages+ face-to-face meetings etc.# •
3ormal
nternal 2lanned communication among insiders "letters+ reports+ memos+ e-mail+ instant messages # that flows the company?s chain of
8ternal 2lanned communication with outsiders "letters+ reports+ memos+ speeches+ websites+ instant messages and news #
nformal
command >asual communication among employees "e-mail+ instant messages+ face-to-face conversations+ and phone calls that do not follow the company?s chain of command#
releases# >asual communication with suppliers+ customers+ investors and other outsiders "face-to-face conversations+ e-mail+ instant messages+ and phone calls#
The Communication proce"" Un#er"tan#in. &h, Bu"ine"" Communication i" uni2ue
$us. >omm. → far more demanding than the communication we are involved in with family+ friends+ and colleagues hy epectations are higher on the 1ob • business environment → comple "possible failure# 3actors that affect business communication: • globali6ation of business • increase in workforce diversity • increasing value of information • pervasiveness of technology • growing reliance on teamwork • evolution of organi6ational structures • other barriers •
lobali0ation of business and the increase in wor'force diversit" The increasing value of #usiness .nformation 1$ >ompetition for 1obs+ customers+ resources
continues to grow @. 0he importance of information continues to escalate 5. 3or an organi6ation+ information is as important as money+ raw materials and its people →
Information Age
;nowledge workers
at all levels of the organi6ation = employees who speciali6e in acquiring+ processing and communicating information ;ey areas are in view: • competitive insights • customer needs • regulations and guidelines >ompetitive insights: competitors? strengths and weaknesses "competitors? plans# >ustomer needs: • information collected from a variety of sources • needs to be analysed • to develop goods and services that better satisfy customer needs# →
Regulations and guidelines: government regulations and guidelines: employment+ environment+ taes+ and accounting The per!a"i!ene"" o( technolo., • 0echnical epertise to keep up with that of your colleagues • mbalance → can put you at a disadvantage The e!olution o( or.ani/ational "tructure") a# compan" structure → relationships → communication "nature+ quality# Tall structures
%
many layers of management "A(B positions# →communication • breakdowns* delays • messages are passed up & down through multiple layers %olution: adopting flatter structures "reduce the number of layers# • fewer links in the communication chain • pushing responsibility downward • more responsibility for lower-level employees • to pool the talent of employees and eternal partners "eternali6ation of certain operations# b# the organi6ation's corporate culture values → that give a company its atmosphere & personality traditions habits •
Successful companies
encourage employee contributions • communication flows freely up+ down & across the organi6ation chart • open climate • honest relationships "admit mistakes+ disagree with their boss+ epress their opinions# • prepare employees to send & receive negative news and hear constructive criticism from their superiors • employees want feedback from their managers • managers "to overcome the natural inclination to smooth things over and avoid conflicts# attention to communication → higher performance 7 more satisfying work eperience# The .ro&in. reliance on team&or3 teams offer many potential advantages: increasing responsibility for communication information: not conveyed automatically to invent new communication processes • employee satisfaction • organi6ation fleibility • ability to respond to competition •
Barrier" to e((ecti!e communication &istractions • physical: bad connections+ poor acoustics+ illegible printing+ uncomfortable meeting rooms • emotional: delivery of messages* interpretation .nformation overload • too many messages* e-mail traffic alone is mushrooming* phone messages+ traditional mail pieces+ other interruptions • difficult to discriminate bet. useful and useless info. Perceptual differences mindset individual perception of reality a sender ( a receiver → when something does not quite fit into our eisting pattern → inclined to distort the information rather than rearrange our individual pattern "selective perception# share eperience → to share perception 7 share meaning 1anguage differences a"ap Restrictive environments restriction of information flow "intentionally or unintentionally# → affects the competitive potential tall hierarchies: loss of message quality
&
&eceptive tactics
Ceceptive communication → regrettably easy Dnscrupulous communicators can present opinions as facts omit crucial information eaggerate benefits downplay risks 4i.h per(ormance in bu"ine"" communication • • • •
ability ability ability ability
to epress oneself to use analytical(conceptual skills to write and speak creatively to empathise with the partner "social self#
Exploiting the language functions • • • •
ability to epress oneself ) induce a certain reaction* selection of vocabulary(structures(registers+ etc# Conative function → correct level of approach* to get the partner involved* use of vocatives( polite forms of address(titles# Emotive + referential function → ability to speak & write creatively* adequate reference to the business contet = proof of increased creativity# Phatic function → empathy with the partner( adapting to the partner Phatic communication/ Rapport → adequate use of those verbal and non verbal elements in order to create the atmosphere of sociability( communion necessary to the development of co-operative relationships "business meetings & negotiations# Emotive function
Lecture 5
→
BUSINESS 6RESENTATIONS $I'
10 7ir"t con#ition 8 to un#er"tan# the wh" o( communication • •
hat am I e!pected to achieve by delivering this speech" #o I want action" $eedback" Sympathy" Support" Sales" Sharing of ideas"
ithout the &h, of the communication • first impulse: to develop the message • concentration on the what step "more than on the results you want to attain# • message may fail in meeting its purpose
*0 Obecti!e" ost messages delivered in business have one of the three ob1ectives: • to inform • to persuade • to celebrate .nform purpose of message: • to present: facts( issues( events various presentations instructions training Persuade purpose of message:
'
• • •
to motivate to persuade to think (act in accordance with the speaker %ituations: -
to sell products & services to support ideas(strategies to motivate listeners to change behaviours
Celebrate ) recogni6e( acknowledge
a person an event an occasion an organisational theme purpose of message: • to inspire* to entertain -
commencement awards retirement addresses achievement awards founder's day speeches other congratulatory speeches
50 Un#er"tan#in. the Li"tener
needs • interests • level of eperience Dseful questions: •
Are they clients% potential clients% colleague% strangers% supervisors% subordinates" Are they similar in age and background or widely varied" hat do they want to hear from me" hat &uestions will they want answered" hat is their political social economic cultural background" ill they be friendly or hostile" (ow many will be listening to me"
Eour chances of success depend on your perception of the audience. 90 :ettin. (ee#bac3 not all presentations need feedback "to celebrate an event+ to acknowledge a merit+ to recogni6e an achievement# 3eedback can be obtained: in(ormall, by chatting with the listeners after the presentation "reactions+ comments will show you if and how well they understood the message#
(ormall, questions & answers sessions "plan carefully so as not to lose control of the meeting#
Su..e"tion" (or maintainin. control 4nticipate your listeners' questions
1(
2repare additional materials for the F&4 session: statistics+ figures+ supporting documents. >onvince the audience of your preparedness 3or technical questions+ ask specialists in relevant departments to take part at the meeting and provide the data needed* f you don't know the answer+ say so* • offer to send an answer • say you have to study the point more >ome with a list of questions as back up • •
The &uestion I am most often asked is) *ast week someone asked me)+
f the listeners react negatively+ be ready to shift gears when it is necessary to obtain a desired result f the audience is large+ repeat the questions for all to hear
;0 Metho#" o( Deli!er,
Reading from a prepared manuscript &elivering from memor" relying on brie( note" or clue car#". &elivering extemporaneousl" Reading from a prepared manuscript
2urpose: to deliver an eact+ structured message 8amples, keynote speeches speeches with long-range effect "government officials# sometimes+ scripts are approved prior to presentation and made available to the members of the press Deli!erin. (rom memor, memori-ing the presentation word.for.word
2ossible problems: may forget a line or sentence may lose their place in the speech Extemporaneous presentation ) most popular+ most desirable materials are organised either in outline (orm or on note car#"<
Lecture 9
allows to monitor the audience?s reactions+ to slow down+ to elaborate on different points* encourage the audience?s involvement* contributes to building trust+ confidence and commitment BUSINESS 6RESENTATIONS $II'
The 6MM Concept
0hree basic components: 6er"on ) individual making the oral presentation Me""a.e ) the presentation itself Me#ia ) the presentation aids 0he basis for the strategy for communicating orally The 6ERSON 8very society has an unwritten standard by which its citi6ens are measured. Professional image: implies capacity to determine what constitutes that standard in your society
ecessary: to analyse yourself ob1ectivelly in terms of: profession 11
educational background intelligence level status "leader or follower#
used as standards for determining success good grooming appropriate dress silent communicators natural manners effective body language a pleasing voice good eye contact an authoritative presence ;;= of what we believe about one another is based on our observation & interpretation of non!erbal "i.nal"0 ,onverbal elements
ost people will 1udge you by: your self-confidence your personality your determination your self-control ,atural )anners
%tress = natural part of public speaking 4udience may detect how confident you are by observing your mannerism. Annoying habits,
knuckle rapping fist clenching nail biting foot tapping coin 1ingling Curing oral presentations+ it i" &ron. to) fold your arms across your chest lean against the wall(lectern other ob1ect folding your hands behind you placing your hands in your pockets atural+ self-confident manners - recommended /rofessional speaker's stance : ) standing straight "arms(hands hanging loosely at your sides# ) feet firmly planted and spread naturally
2ppropriate 2ttire
good grooming appropriate dress 98 • • • • • •
tailored clothing only "no frills+ ruffles+ straps or plunging necklines# suits and bla6ers in plain+ neutral colours scarves for colour accents skirts that are pleated+ straight+ or dirndl+ with no etreme slits basic dark pumps with medium or low heels stud earrings* gold or pearl necklaces* avoid dangling bracelets 8 12
dark or grey suits* navy bla6ers and grey trousers dress shirts in solid colours+ mostly white+ pale blue+ or yellow variety of ties in muted colours but in contrast to the suit calf-length hose in dark colours to match suits black or brown G-inch belt loafers+ wingtips or laceup shoes avoid flashy cuff links+ rings+ or neck chains
#od" 1anguage
3or effectiveness ) natural gestures to emphasi6e a point. ;ey word = natural The >oice !ood voice quality provides an effective presentation. 3or feedback : a tape recorder a friend a member of the family E,e Contact
the most prominent feature of your face* use them to make contact with the audience* try not to single out a particular person+ but make eye contact with many people in the audience* begin by looking ahead+ rotate slowly from side to side+ making eye contact with a number of different people* lock eyes for a few seconds+ but never long enough to complete more than H-GI words* let your eyes do some of the talking*
6re"ence
Jisual presence: • by integrating nonverbal elements into a professional image • positive visual image
The >oice !ood voice quality provides an effective presentation. 3or feedback : a tape recorder a friend a member of the family Lecture ;
The MESSA:E ? the MEDIA
5 basic parts: gains the audience?s attention introduces the theme the Con!incin. E!i#ence data (facts (info. "used to support the claim# closes the message the +in#up a summary of key elements the Ta3eo((
→
The Ta3eo(( 8 sets the stage for the audience?s response
Reasons for being present: 13
%ome participants 9ther participants
→ →
desire information are required to attend
ecessary: impact at the very first Techni3ues for achieving effective beginning
Startling information (umour The 0nusual Suspense The 1essage 2ore ",e are here to discuss the parking problems on the university
campus,#
2ourteous 3eginning ) always effective
epress your appreciation for the honour of speaking and then congratulate the listeners on any accomplishment relevant to the speech topic Con!incin. E!i#ence 8 middle section of your presentation $egin this section with: concepts that are familiar to your audience " esp. for controversial sub1ects# gradually introduce more comple concepts group important elements in logical sequence support ideas with cases & incidents use illustrations & eamples give your presentation the necessary depth but avoid boring+ irrelevant details The +in#up restate the central theme summari6e the evidence
propose some type of action do not introduce new evidence
The MEDIA 8 any aid used to enhance an oral presentation 4arieties of media • Tran"parencie" • • • •
%lides 0he chalkboard(whiteboard 3lipcharts Bandouts
Tran"parencie" effective inepensive Sli#e"
great impact on the audience where quality+ simplicity and mobility are demanded The chal3boar#%&hiteboar#
14
) )
beforehand+ write on note cards+ what you intend to present on the board+ to avoid making mistakes do not write pertinent information on the board beforehand: will divert the audience's attention to the board.
7lipchart"
you can write information on one sheet at a time you can write information ahead of time and then flip the sheets as you discuss esp. useful for small group presentations
4an#out" 8 a useful way of complementing your presentation •
•
should be distributed at the end of the speech "audience - free to concentrate on yr. presentation# what you want the audience to do with your handouts -
Lecture @
to take home some ideas a summary of the presentation "key points# to take some action feedback "provide a checklist* easy for them to respond#
BUSINESS LETTERS
!eneral aspects >ommunication between companies → various means • telephones "mobile phones# • fa machines • the nternet 2hone messages+ faes or e-mail messages → a certain degree of informality+ that may not illustrate the real nature of the relationship • such messages are sent by persons who do not have the necessary authority for making decisions on behalf of the company • the information conveyed can not be taken as having official value >onsequently → any important element in business+ discussed or agreed upon the phone should be confirmed by an official+ formal letter 3or this reason "and for many others# → writing ability appears in the top three activities of a business person $usinesses value effective communicators: • being an effective writer can enhance your professional career • the letters you write become your ambassadors • people in other departments of the company get to know you through your writing • your letters may get your superiors? attention showing how effective or ineffective you are as a business communicator.
• • •
The la,out o( a bu"ine"" letter 0he layout of a business letter → some specific elements nformation about: the two companies that communicate by letters the people authorised to communicate on behalf of each company or may refer to the filing system that enables tracing a letter "or a number of letters in the correspondence file#
1!
,etterhead -ate eference line
Inside address
Salutation Su.ect line
+ain ody of the letter
Complimentary line /uthor0s signature yped name osition
Enclosures
*ig$ 1$ +ain parts of a usiness letter
1# *igure !$ +ain parts of a usiness letter$
The letterhea# nformation about the sender: the company?s name and status its address telephone(fa number( e-mail address the logo The #ate 0here are various ways to epress date: @.GG. @IIG @(GG(@IIG st 0he G of ovember @IIG ovember Gst+ @IIG n business correspondence → pattern recommended:
2 November 2001 The re(erence line our re(0 $ Kyour reference< ' Our re(0 "Kour reference<# helps tracing a letter in the file→ • the name of the person who signed the letter • the name of the typist • the filing code 8ample: 4our ref+, $%ms%/ the letter was written(signed by 3rank arrington it was typed by ary %torm is located in the file 2 "Kpetrol<# @L ,Our re(0 gives similar information about the sender The in"i#e a##re"" indicates the following) name and address of the addressee position in the company "e.g. 0he %upply anager+ 0he >hief 4ccountant etc.# department mail address ) written eactly as given by your partner The "alutation 3orms of address used to open business letters depend on: the addressee?s status the social distance between the partners #ear #ear #ear #ear
Sir ) when the addressee is a gentleman whose name we do not know* Sirs ) used to address a company* 1adam ) the addressee is a lady whose name we do not know* 1r 5obertson% #ear 1s atson ) to address a person whose name is known to the
writer* #ear 3ill - used to address a person with whom the writer is on friendly terms Bigh officials or personalities: "the addressee?s name is associated with# courtesy titles titles deriving from appointment or honours rewards Dseful information: no special form of address for the 2rime inister and members of the inistry ambassadors are addressed as: 1%
4our E!cellency "formal# #ear 1r 5odson or #ear *ord 3art
The "ubect line • below the salutation and underlined • tells what the letter is about • helps the reader direct the letter to the right person • facilitates fast processing of correspondence #ear 1r inter Ta! collection The bo#, o( the letter the main tet of the letter "the message of the letter# the rule of the K four >s< clear concise correct courteous divided into paragraphs information →distributed according to the role of each paragraph The opening paragraph makes connection between the subject line and the rest of the tet ", above6 or ,above.mentioned ,# refers to the source of information+ which is used as a basis for the letter you are writing 0he following two or three paragraphs the proper message of the letter describe facts(give arguments( make complaints( make suggestions etc "according to the purpose of the letter# 0he closing paragraph emphasises the main idea of the letter restate the writer?s point of view conclusion of the letter 0he last sentence of this paragraph often contains the formula: e look%are looking forward to hearing% receiving news from you e look%are looking forward to your answer%reply%letter The complimentar, line • depends on the level of formality • the relationship between the writer and the addressee • directly related to the salutation Cifferences between $ritish and 4merican 8nglish:
1&
#ritish English 5alutation
Complimentar" line
Cear adam ( %ir"s# Cear r(rs(s(iss aters( colleague(friend(customer
Eours faithfully Cear
Eours sincerely Eours( $est regards( wishes( ;ind regards
Cear ary
2merican English 5alutation
!entlemen:( Cear adam ( %ir"s# Cear r(rs(s(iss Budson Cear icholas
Complimentar" line
0ruly yours Eours sincerely $est regards( >ordially
The "i.nature given together with • the writer's name • the writer?s position in the company f the writer is not the person authorised to sign the letter: the printed name is preceded by: K p+p+< 7per procurationem8 or Kfor <: 1ary Smith p.p. 0om Richard %upply anager Enclo"ure line → the last point of a business letter abbreviated to Enc(/encl( gives the list of additional documents sent with the letter: Encl+, 9 copies of the 1onthly Statement
1'
MEDEQUIP Ltd.
%& ell Street 7ashington -C8 7/ !3124
2% 9anuary 2((2 :ur ref$ C;
+r aul ,evin Washington Marketing Society ##% Seventeenth Street 7ashington -C 7/ #4%(2
-ear +r ,evin raining course 7e have read your article on new trends in marketing in the -ecemer issue of the Marketing Review$ Since your ideas seem very interesting to us8 we would like to invite you to deliver some lectures to our sales people within a two)week training course at the eginning of /pril$ 7e are sure that the new strategy you propose for selling medical e=uipment will e of great interest to our people$ Could you please confirm8 y 1! *eruary 2((28 if you would accept our invitation> /ll the other details will e discussed as soon as we receive your confirmation$ 7e look forward to your answer$ ?ours sincerely8
+arion Evans @uman esources +anager
*ig$2 usiness letter 5sample6$
2(
T,pe" o( bu"ine"" letter la,out
Aayout patterns( styles: indented style block style semi-indented style 0he in#ente# "t,le requires: letterhead inside address complimentary close signature block • •
each line be indented as compared to the line above closed punctuation "full stops+ commas+ etc# is used after each element and line of these layout items letter body
•
the first line of each paragraph is indented reference line date line complimentary line
•
are placed on the right-hand side
0he bloc3 "t,le all layout items are placed on the left-hand side punctuation is omitted from all the items ecept for the main letter body each line of the paragraphs starts in the left-hand margin paragraphs are separated by double space 0he two patterns differ from many points of view Bowever+ the use of punctuation in the main body of the letter is compulsory in both cases. >ombinations of the two patterns: semi.block style . "when some elements are placed in the centre of the paper or on the right-hand side# semi.indented style → indentation of the first line of each paragraph → full punctuation "inside address+ salutation+ complimentary line+ signature block and enclosure line#
21
Lecture
MAIN: AN ENUIR
2omplete the following letter and then answer the &uestions,
SABS@IBE @otels 1( ,ion Street % /@- /msterdam he Betherlands 1! -ecemer 2((3 ?our ref :ur ref /C
-ear Sirs Re: Banking services
7e D1D your D2D from +r oma -nescu8 ;eneral +anager of FRomTourF) ucharest8 who has D3D you as one of the most reliale anks in omania$ 7e are D4D the hotelD!D and our D#D of hotels is well)known D%D Europe$ 7e have recently D&D the omanian market8 with two D'D in ucharest and we would D1(D to D11D your ank for paying D12Dour staff D12Dour suppliers$ 7e would D14D if you D14D send us D1!D aout the card system and credit lines you can D1#D us$ 7e look D1&D to D1'D from you soon$ ?ours D2(D SCarlsson
Steven Carlsson @ead of *inance -epartment
G. @. 5. M. L.
ho writes on behalf of %D%B8 Botels ho is the addressee hat information is given in the first paragraph hat does r >arlsson say in the second paragraph of his letter hich of the phrases below would you use to refer to r. >arlsson's action 22
Be is
arranging a meeting → making payment → sorting out letters → giving a presentation → making an enquiry → making a proposal
→
Letter" o( en2uir, → asking for information Eou make an enquiry in order to find out: where you can find the product how much you have to pay for it if you can get a discount what quantities of that product are available how soon the supplier may honour your order what similar products are available on the market
0he paragraphs of an enquiry letter have clear functions: 6ara .rap 7unction Example" 1"t
introduction
"how you found information about the addressee: name+ address+ type of business etc.#
*n# < 5r#
•
•
•
•
giving additional information about the situation* giving brief information about your company* offering to give further information* launching the request.
,e have found the %eptember issue of your maga6ine in the library of ,Rom0our,-$ucharest., ,r. %teven Robson+ anaging Cirector of 3C4% >orporation+ one of our partners+ has recommended your company to us and /, ,e have heard of your firm at the 5rd 3air of >onsumer !oods in 0okyo last year.,
- ,e are in the hotel industry and our chain of hotels is well-known throughout 8urope,
- ,9ur company is involved in road building.,
- ,e will be happy to offer you further details.,
- ,e would like your comments on the possibility of organising a 1oint conference.,
- ,e would appreciate if you would consider our proposal for a partnership., ,>ould you please send us your catalogue and price list,
la"t ) para .rap
ending the letter "a formal sentence to close politely#
,e look forward to hearing from you.,
23
h
0he general structure of an enquiry letter: may begin directly with the request information about the sender 7 his interest in the request made has to indicate the source of information+ which has facilitated the enquiry more specific • it shows clearly who you are enquiring about • describes the situation that has led to the enquiry "promotion to a top position+ new employment+ a prospective merger(partnership etc.# Recommendations: • include a set of clear questions that will help the respondent to structure the answer accordingly • these letters should • the information supplied should be used for business purposes only • getting or giving information about someone → with the permission from the person concerned • such information must be treated confidentially *etters en&uiring about people
→
24
RE6LIES TO ENUIRIES
4 serious businessperson will always answer an enquiry. 4nswers:
- positive → an order or a contract will follow - negative "refusal# nterested in the proposal → answer it promptlyN 8perienced business people use to move fast: confirm the letter: orally+ over the phone+ by e-mail a formal letter will be sent later Read the enquiry reply letter below and then find in its tet the parts that comply with the functions given in the list below: a. b. c. d. e.
confirming receipt of enquiry and thanking for the letter epressing satisfaction for being contacted giving specific information in answer to the questions in the enquiry taking action closing optimistically+ epressing hope for future co-operation
2!
:+*/S /BG 23 Ging *erdinand ulevard -istrict 18 ucharest omania
@. !iving
2( -ecemer 2((3
?our ref SC
ODumitrescu
:ana -umitrescu @ead of +arketing -epartment
negative replies to enquiries *0a 2omplete the following sentences that are often used in letters e!pressing refusal, G. e are OOOOOOOOOO that we OOOOOOOOOOO send the goods so soon. @. e OOOOOOOOsorry OOOOOO we OOOOOOOO unable to help you OOOOOO developing the pro1ect. 5. e are sorry to OOOOOOOOOyou that we OOOOOOOOOOinvest in hotel industry.
2#
M. e OOOOOOOOO that we are OOOOOOOOOOto grant you such a big loan without third OOOOOOO guarantee. L. e OOOOOOOOOOOO inform you OOOOOOO the >G@ video pro1ectors are OOOOO of stock. P. e OOOOOOOOOto inform you that the opening you are interested in was filled two weeks ago. Q. OOOOOOOOOOOO+ you have failed to supply the goods as per the contract.
*0b :ow fill in the paragraphs below taken from two letters of refusal,
,e /G/ to inform you that we no /@/ manufacture the pro1ector type you are /5/ in. nstead+ we could /M/ you a similar product at an affordable /L/ and significantly /P/ characteristics., , 0hank you for /G/ letter /@/@I une @IIM /5/ about a bank /M/. 4fter careful /L/ of your documents+ we /P/ to /Q/ you that we are /H/ to help you. /S/+ you do not /GI/ sufficient collateral+ as it results /GG/your documents., A letter o( re(u"al
carefully worded the general tone of the letter → respect and understanding to create a favourable atmosphere for a possible relationship in the future
%tages: • • • • •
confirm receipt of the enquiry letter epress regret "for not being able to help# give reasons for your negative answer offer an alternative "if possible# end on a friendly+ encouraging tone
2%
S/ ank ! ,ong Street Edinurgh 3E !# E; ;reat ritain ;rungwald and Son 24 *orest Street /msterdam he Betherlands
-ear +r ;rundwald Reply to en"uiry
hank you for your letter D1D1& +ay 2((2$ D2D your proposal is very attractive8 we D3D that we are D4D to invest in your pro.ect for the moment$ D!D some management changes8 we D#D restricted our D%D funds for a certain D&Dof time$ 7e D'D move ack to our D1(D investment D11D as D12D as some old D13D will D14Deen D1!D$ 7e estimate that this will not D1#Dmore D1%DsiH months$ D1&D your proposal is really interesting we can take your pro.ect as a priority at that time$ hank you again for yourD1'D$ D2(D our proposal does D21Dfit you8 we would like to D22Dyou every success in the future$
?ours D23D
MBray
+ary ray @ead of Investments -epartment
Lecture F
LETTERS O7 COM6LAINT
/ossible reasons%situations of complaint related
2&
G. delayed delivery @. undershipment 5. slow operations M. inadequate invoices L. incomplete information P. overshipment Q. bad behaviour H. breakdown of the 0 system S. delays in money transfer GI. non-payment GG. inadequate advice G@. slow recording of documents G5. ineficiency in manipulating documents GM. overcharging GL. delivery of the wrong goods >onflicts are very frequent in business. 2artners → interested in achieving and defending their interests and goals hen conflicts occur → try to solve them amiably without affecting the basic relationship without damaging the professional image or position held in the business environment keep the costs of the conflict to the minimum 4n effective way: • let our partner know that something wrong happened • try to find out about the causes of the mistake that have generated our discontent • speak or write about them )a'ing complaints 6(a hat functions do the following phrases 7a .f8 e!press"
a. ,e are ready to do that if you can offer us a @T discount for the remaining shipments., b. , e are writing with reference to the above-mentioned contract for repair works., c. , e can presume that the contents of the second van were intended for another customer., d. , Bowever+ we regret to inform you that /, e. , e are sorry to remind you that+ if you do not replace the wrong goods within GI days as from the receipt of this letter+ we will be obliged to refer to the 2enalty >lause stipulated in our contract., f. , 4ccording to a previous agreement with you+ we have placed the merchandise in our warehouse and we will keep it there until you can collect it., G. stating the sub1ect* reference to documents "connection with the ,sub1ect line,+ if epressed# @. stating the reason of complaint* 5. suggesting possible causes of the problem* M. stating the action you request your partner to take* L. mentioning the action taken by you "if any# P. making suggestions to solve the problem "special requests to compensate you for the losses suffered* mentioning penalties if the partners may fail to repair the situation#.
2'
B08>B A0C. Romanian Civision 0he >ontinental Botel %tr. 46urului GL+ %ector @ P5MLG $ucureUti+ RomVnia 5I %eptember @IIM r Coru Cinescu Cirector R934%0 $ank G@ Fueen ary %treet Cistrict 5+ $ucuresti+ Romania Cear r. Cinescu >ontract @GL of @Q arch @IIM e are /G/in connection with our/ @/ contract for staff payment through card systems /5/ between your bank and our/M/. 4s /L/ in the contract+ your bank /P/ transfer the corresponding /Q/ to our staff individual / H/ before the Sth day of each month. 8verything went quite well until une @IIM when our employees /S/ about their accounts /GI/ credited one week after the /GG/date. %ince this /G@/ again in uly and %eptember+ we wonder what has /G5/with the relevant department of your bank. /GM/+ we have /GL/ all the records and documents delivery dates for /GP/our /GQ/staff are responsible+ but everything has been /GH/ without /GS/ delay or mistake. %ince /@I/ in /@G/payment is a very serious matter+ we /@@/ inform you that+ if you do not take /@5/ so as such things be completely/@M/+ we will be /@L/ to /@P/to the /@Q/>lause in our contract and even to /@H/the contract altogether. n the hope that the situation will be /@S/as soon as possible+ we look forward to hearing from you. Eours /5I/ 0om $ell 3inancial anager
3(
50b Explainin. the problem
riting letters of complaint
a difficult task
→
eplaining the problem → a key function in this situation make the reader understand his full responsibility for the negative consequences deriving from the mistake the letter should convey the necessary encouragement for immediate action try to maintain the previous friendly relationship %triking balance between irritation and politeness the writer's ability to select adequate language 6olite ne.ati!e me""a.e")
,we are sorry but we have to remind you that//, ,Dnfortunately+//, ,we regretfully inform you that//, ,we regret but we have to draw your attention to //, ,we are sorry to inform you that//, ,we were surprised to find out that//, Lecture G ADHUSTMENT LETTERS ;+ 1atch the following meanings of the verbs in italics with the sentences below, a. b. c. d. e.
regulate put in order settling claims in harmonious relations with other persons change one's way of living+ thinking+ etc.
G. @. 5. M.
Eou have to be grateful to her for helping you to become a well.adjusted young man. 2lease do not adjust your setsN "warning on 0J screen# anagers have to adjust themselves to new cultural contets. 've checked it myself. 9ur partner is right. e've delivered less than agreed. e have to send them an adjustment letter. L. 0he device adjusts itself to changes in humidity. 4n a#u"tment letter is an attempt to restore the relationship and maintain the company's good reputation. 4s a result+ its tone should be polite and reconciliatory and should help to achieve the following functions: • • • • • • •
confirm receipt of the complaint letter* eplain the cause"s# of the problem* mention action taken so as the problem may not happen again* reassure the customer* state the steps taken in order to solve the problem* if a solution was suggested+ give your opinion by accepting it or coming up with a counterproposal* apologise for the trouble caused and end optimistically.
31
-
:+*/S /BG 12 "ueen +ary Street -istrict 3 ucharest 4 :ct$2((4 ?our ref
DDinesu
-oru -inescu -irector
>lients usually request compensation for the loss incurred: a discount an additional quantity 32
