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1、,Negative Messages,Three types of negative messages: Refusing requests Refusing claims Announcing bad news to customers and employees.,Strategies for breaking bad news:,We usually use the indirect pattern to prepare the reader. The indirect plan consists of four main parts: Buffer Reasons Bad news C
2、losing,Buffering the opening,A buffer opens a bad new letter with a neutral, concise, relevant, and upbeat statement. A good buffer may include the best news, a compliment, appreciation, facts regarding the problem, a statement indicating understanding, or an apology.,Presenting the reasons,Explain
3、reasons before stating the negative news.,Cushioning the bad news,Techniques for cushioning bad news include positioning it strategically: using the passive voice, implying the refusal and suggesting alternatives or compromises.,Closing pleasantly,Closing might include a forward look, an alternative
4、 good wishes freebies resale or sales promotional information.,1. Refusing Requests,Plan for refusing requests or claims: Buffer: Start with a neutral statement on which both reader and writer can agree, such as a compliment, appreciation, a quick review of the facts, or an apology.,Transition: Try
5、to include a key idea or word that acts as a transition to the explanation. Reasons: Present valid reasons for the refusal, avoiding words that create a negative tone. Include resale or sales promotion material if appropriate.,Bad news: Soften the blow by deemphasizing the bad news, using the passiv
6、e voice, accentuating the positive, or implying a refusal. Alternative: Suggest a compromise, alternative, or substitute if possible.,Closing: Renew good feelings with a positive statement. Avoid referring to the bad news, and look forward to continued business.,Example 1.1 Refusing a Request,Januar
7、y 15,200 x Ms. Daniela Brown 1305 Elmwood Avenue Buffalo, NY 14222-2240,Dear Ms. Brown: The article you are now researching for Business Management Weekly sounds fascinating, and we are flattered that you wish to include our organization. We do have many outstanding young salespeople, both male and
8、female, who are commanding top salaries.,Each of our salespeople operates under an individual salary contract. During salary negotiations several years ago, an agreement was reached in which both sales staff members and management agreed to keep the terms of these individual contracts confidential.,
9、Although specific salaries and commission rates cannot be released, we can provide you with a ranked list of our top salespeople for the past five years. Three of the current top salespeople are under the age of thirty-five.,Enclosed is a fact sheet regarding our top salespeople. We wish you every s
10、uccess with your article, and we hope to see our organization represented in it.,Cordially, Lloyd Kenniston Executive Vice President Enclosure: Sales Fact Sheet,Example 1.2 Refusing a Claim,May 24, 200 x Mr. Russell L. Chapman 4205 Evergreen Avenue Dearborn, MI 48128,Dear Mr. Chapman: Youre absolute
11、ly right! We do take pride in selling the finest products at rock-bottom prices. The Boze speakers you purchased last month are premier concert hall speakers. Theyre the only ones we present in our catalog because theyre the best.,We have such confidence in our products and prices that we offer the
12、price-matching policy you mention in your letter of May 20. That policy guarantees a refund of the price difference if you see one of your purchases offered at a lower price for 30 days after your purchase.,To qualify for that refund, customers are asked to send us an advertisement or verifiable pro
13、of of the product price and model. As our catalog states, this price-matching policy applies only to exact models with USU warranties.,Our Boze AM-5 ll speakers sell for $749. You sent us a local advertisement showing a price of $598 for Boze speakers. This advertisement, however, described an earli
14、er version, the Boze AM-4 model.,The AM-5 speakers you received have a wider dynamic range and smoother frequency response than the AM-4 model. Naturally, the improved model you purchased costs a little more than the older AM-4 model that the local advertisement describes.,Your speakers have a new t
15、hree-chamber bass module that virtually eliminates harmonic distortion. Finally, your speakers are 20 percent more compact that the AM-4 model.,You bought the finest compact speakers on the market, Mr. Chapman. If you havent installed them yet, you may be interested in ceiling mounts, shown in the e
16、nclosed catalog on page 48. We value your business and invite your continued comparison shopping.,Sincerely yours Mark L. Johnson,Example 1.3 Memo that Announces Bad News to Employees,Date: November 6, 200 x To: Fellow Employees From: David P. Martinez, President,Health care programs have always bee
17、n an important part of our commitment to employees here at Midland, Inc. Were proud that our total benefits package continues to rank among the best in the country.,Such a comprehensive package does not come cheaply. In the last decade health care costs alone have risen over 300 present. Were told t
18、hat several factors fuel the cost spiral: inflation, technology improvements, increased cost of outpatient service, and “defensive” medicine practiced by doctors to prevent lawsuits.,Just two years ago our monthly health care cost for each employee was $415. It rose to $469 last year. We were able t
19、o absorb that jump without increasing your contribution. But this years hike to $539 forces us to ask you to share the increase.,To maintain your current health care benefits, you will be paying $109 a month. The enclosed rate schedule describes the costs for families and dependents.,Midland continues to pay the major portion of your health care program ($430 each month). We think its a wise investment. Enclosure,
writingnegativemessages中山大學(xué)商務(wù)溝通.ppt
