Executive Communication Part 2

8/3/2019 Executive Communication Part 2

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Executive communication


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group no:3

NAGOOR MYDEEN

BIBIN P. THOMAS

MOHAMED KURAISHI

MOHAMED ABDULGAFOOR

MUKESH

MOHAN

NIDHUN KRISHNA

NIKHIL SURESH

POUNRAJ

P RAK AS H

N ARAYAN I S E L VI


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MEANING

A business letter is communication of

information on matters of trade and

commerce. It serves not only as a

communication of information but it is a

means of preserving record of the

communication.


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OBJETIVES

To influence the readers actionand attitude.

To achieve the desired goal.To make a good relationship.

To make a better communication.


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NEEDS OF A BUSINESS LETTER

Every business, has tomaintaining contacts with its supplies,customers, prospects, governments

departments and the like.A business man has to exchange

information of varied type with

difference parties.


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It includes

Mailing & or soliciting enquiries Placing orders for goods

Acknowledging & executing orders

Granting or applying for credits Requesting for settlement of accounts

Making adjustments for customers grievances

For a very small business, letter writing may beless important, but is not unimportant


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FUNCTIONS OF BUSINESS LETTER

1. To provide inexpensive & convenient meanscommunication without personal contact

2. To seek or give information

3. To furnish evidence of transactions entered

4. To provide a record for future reference

written communication can be passed on to the

concerned persons or departments as it is.The mode of oral communication may not be

passed on in its totality in same style & tone


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LETTERS FOR DIFFERENT KINDS OFSITUATIONS

Enquiries & replies

Orders & their execution

Credit & status enquires

Complaints & adjustments

Collection letters

Circular letters

Sales letters


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Bank correspondence Insurance correspondence

Agency

Application letters Interview letters

Letters to press


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CLASSIFICATIONS

Official letters

Clam-official lettersInternal letters or memos

Forms letters


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STEPS

Know the purpose of message

Visualize the reader

Select the ideas

Collect all the relevant facts

Organize the ideas

Revises and proofread


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PURPOSE

Find out the main purpose of writingyour messagePurpose should be simply to quote a

price, to complain about defectivegoods, to collect money against aoutstanding bill.To pacify an angry customer, and to

collect and transmit some information.The primary purpose is to sendquotations and the secondary purposeis to get an order


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IMPORTANCE

There are so manymodern communicationmethods available today, but the traditional

business letter remains

an important means ofsending printedmessage.

The business letter act

as an ambassador forthe company.

It is the vital that it givesa good first impression.

The possible way

Less expensive

Saves time

Confirmation

Reachesdestination


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LAYOUT OF A BUSINESS LETTER

Heading

Date

Reference

Inside address Attention line

The salutation

Subject

Body

Complementary close

Signature

Post script

Identification mark

Enclosure


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The letter head bearing the headingcreates the first impression of the writersfirm. The heading contains the name andaddress of the firm. The name is usuallyprinted in the middle of the paper. Sometimes the address givenbelowthe name of

the firm.

THE HEADING


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DATE

The date appears two spaces below the last

line of the letter head

While writing the date, one should note that

the month and year are written in full and

no suffix such as nd or th is added to theday.


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REFERENCE

In generally to provide two lines to indicate

references in the letterhead, especially for a

reply letter.

Some firms prefer to indicate the reference

number of the correspondent in the body of

letters.


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INSIDEADDRESS

The inside address that is the address of the personto whom we are writing is usually placed two spaces

below the date and two spaces above the attentionline.

If there is no attention line, the inside address isplaced two spaces above the salutation in the leftmargin.

Special care should be taken to spell the addresseesname correctly.


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ATTENTION LINE

An attention line is provided two spacesbelow the inside address and two spacesabove the salutation.

This is for making prompt attention. It is usual to underline this line.

E.g.:

Attention : The Purchasemanager


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SALUTATION

In a letter, the salutation is placed on theleft hand margin two spaces below theattention line. If there is no such line itis placed below the address.

Example


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SUBJECT

In between the salutation and openingparagraph of the body of the letter, thesubject has to be written in short form.

Example


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BODY

It is through the body of the letterthat the message is communicatedto the reader. Hence utmost care

has to be taken for structuring thebody.

The body of the message containsthree parts


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First part

Second part

Third part


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COMPLEMENTARY CLOSE

The complementary close is a polite way of enteringa letter. It is placed two spaces below the last line ofthe body of the letter.

Its forms varies according to the nature of openingsalutations.

EXAMPLES


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SIGANATURE

The signature comes below thecomplementary close. It is the signed nameof the writer. Usually the name is typed

below the signature. If a person signs onbehalf of a firm, the name of the firm willcome first and the signature will follow

immediately below.

EXAMPLE.


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POST SCRIPT

Latin word posrscriptum.

This is the addition to the contents of a letterconveying an after thought.

It is written at the bottom of the letter and ispreceded by the abbreviation of P.S.

A post script written below the signature under thetitle Ps near the left hand margin.

The post script should be signed or at least initialedby the writer.


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IDENTIFICATION MARKS

Identification marks are put in the left margin toidentify the typist of the letter,

One or two spaces below the signature.

Usually the initials of the officer dictated the letterare put first.

EXAMPLE:

If the letter is dictated by K.P.R. Ravi and typed byMr. Kumar, the marks KPRR/K will appear.


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ENCLOSURE

Sometimes it becomes necessary to attach someother document such as cheque, bill, etc., to mainletter.

It must be indicated against the enclosure line which

is typed two spaces below the identification marks. Generally the abbreviated formEnclis typed against

which the number of enclosures is indicated.

Eg: Encl: 1. cheque no. T 8764 of January, 2010

2. An order form


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STYLES

OF

PRESENTATION


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INDENTED STYLE

o It is the oldest form of business letter.

o This requires the first line to begin at the margin andthe subsequent lines to begin 5 spaces away from the

beginning of the previous line.oA coma follows each line

oA full stop is put after the last line.

SPECIMEN


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BLOCK STYLE

The date line, the complementary close and thesignature are aligned with the right margin.

All other parts except letterhead, printed matter

starts from the left division. Between the parts and between the paragraphs of the

body of the letter is double spacing given whereasthere is single spacing within each part and

paragraph.

SPECIMEN


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COMPLETE BLOCK STYLE

It has all lines beginning at the margin and nopunctuation at the end of any line.

This style look neater and also takes less time to type

and is preferred by most companies today. This layout reduces typing time as there are no

indentations for new paragraphs or the closingsection.

SPECIMEN


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SEMI-BLOCK STYLE

This is like the block style except that theparagraphs of the letter are indented.

Those who use it say that it is easier to read

paragraphs which begin with an indented line. In this style mixed punctuation is used.

SPECIMEN


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HANGING INDENTED STYLE

The first line of each paragraph is started from theleft margin.

The remaining lines in each paragraph have four or

five spaces. Its appearance is unusual.

Usually sales letters are prepared in this style forcatching the attention of customers.

SPECIMEN


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KINDS

OF

BUSINESSLETTERS


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CIRCULAR

OFFERS /QUOTATIONS

ORDERINGGOODS

ACKNOWLEDGINGORDER

GOVT OFFICESFOLLOW-UP

EXPORT & IMPORT

FORWARDING OFGOODS

INSURANCE LETTERS

CLAIMS, COMPLAINTS& ADJUSTMENTS

ACKNOWLEDGING GOODSRECEIVED & MAKING

PAYMENTSENQUIRY

BANKING


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LETTER FOR ENQUIRY

The letter of enquiries asks about specific detailsabout the product.

Today, in business world there are numerous

enquiries to be made as more and more goods andservices are offered for sale, backed up by themassive publicity.

It includes,

1. Request for information with reference to theadvertisement.

2. The purpose for which information is sought.


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CIRCULAR LETTER

Sometimes information regarding change of address,opening of a branch office or getting a new telephoneconnection etc., is brought to customers /clientsnotice through a circular letter.

Such a circular letter is either cyclostyled or printed.

LETTERS CONTAINING OFFERS


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LETTERS CONTAINING OFFERSOR QUOTATIONS

An offer is in the form of circular and is meant forthe general public including the regular customers.

Here the intention may be to clear the old stock or to

expand the market. However, a quotation is a specific offer for sale, in

response to an enquiry.

The language of such a letter should be persuasive in

order to win over the customer.


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LETTERS ORDERING GOODS

While placing an order for goods, mention thearticles required by you.

Such a letter must contain full directions onforwarding, full name and address of the sender etc.

Lack of information causes unnecessary delay at

both ends.


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LETTER ACKNWLEDGING ORDER

All orders should b promptly acknowledged,especially if the order requires some time for itsexecution.

The buyer feels satisfied on getting theacknowledgement.

However, the probable date of despatch should alsoindicated


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FOLLOW-UP LETTERS

Follow-up letters are important as they show acontinuing interest in the client.

The language of the letter must be persuasive to winover the customers.

The aim should be to coax the wavering customer in

to buying the product.

LETTERS ACKNOWLEDGING GOODS


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LETTERS ACKNOWLEDGING GOODSRECIEVD AND MAKING PAYMENTS

The acknowledgement of goods soon after they arereceived is an effective business practices.

Incase there is a delivery note from the sender, itshould be signed and returned.

The mode of payment may be through a cheque or abill of exchange.

Bill of exchange is used both for internal and foreign

trade.

LETTERS REGARDING CLAIMS COMPLAITS


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LETTERS REGARDING CLAIMS, COMPLAITS& ADJUSTMENTS

Sometimes the goods are damaged in transit because

of careless handling by rail or road transport.

This results in complaints.

Such a complaint should be firm and polite in tone. A feeling of adjustment and understanding should be

exhibited.


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INSURANCE LETTERS

Often the exported goods are insured to avoid futurecomplications.

The fire and marine assurance are necessary as itsaves the businessmen from future losses and risks.

LETTER REGARDING FORWARDING OF


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LETTER REGARDING FORWARDING OFGOODS

The goods with in the country are moved throughprivate carriers and the railways.

Usually there is no correspondence whiledespatching or receiving goods except filling up afew forms.

Complaints or claims, however, may crop up onaccount of delays, losses or damage of goods.


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EXPORT AND IMPORT CORREPONDENCE

This correspondence calls for not only skilfulhandling but alertness of mind, technique andcomplete knowledge on part of the correspondent.

The business is usually done through forwardingagents / commission agents.

The forwarding agent is responsible for receiving thegoods and their safe shipment.


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CORRESPONDENCE WITH GOVT OFFICES

Every company has to correspond with a number ofGovernment departments.

At times there are proformas to deal with them butcorrespondence is also necessary on a number ofoccasions.

Some of the Government departments with which anordinary citizen may have regular dealings include

those of Income tax, Sales tax, posts and Telegraphsetc.


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BANKING CORRESPONDENCE

The bank accepts deposits and maintains differenttypes of accounts with its clients.

The services of the bank are many and of variedtypes but usually done through printed forms andproformas like cheque, bills, bills of exchange etc.,

But sometimes correspondence becomes necessary.

Take care to be polite and learn the routine bank

terminology for effective correspondence.


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ENQUIRIES

When a buyer wishes to get some information aboutthe quantity, price, availability, etc., of goods to bepurchased, or about the terms of sale, etc., he writesa letter of enquiry to the seller.

Enquiries may be solicited, unsolicited, for somefavour, or a routine enquiry.


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TYPES OF ENQUIRIES

Solicited enquiry:An enquiry made in response to thesellers advertisement and publicity.

Unsolicited enquiry:An enquiry made at the buyersown initiative.

Enquiry for some favor:An enquiry not about goodsbut about some other information, may be about somespecial price or some favorable terms.

Routine enquiry: An enquiry made by an old buyer in

the usual course of business.

KEY POINTS


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KEY POINTS

Straightforward;

Positive and confident in tone;

Brief and top the point, yet clear, complete and

correct


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HINDS FOR DRAFTING ENQUIRY

State the purpose of your letter, whether you need goods,service or information.

Request for price-list, catalogue, etc.

Ask for samples or demonstration, if needed.

State the details of your business and what you areinterested in.

Ask for terms relating to discount, credit, mode ofdelivery, packing, etc. This will enable you to prepare theorder.

Give an idea of the quantity you need in order to enablethe supplier to quote the best possible price.


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REPLYING TO STATUS ENQUIRIES

It is recognized custom among traders to regard it as aduty to answer status enquiries

The reply should be frank and specific and helpful to

enquirer as possible

Replies are often so worded that no express or impliedresponsibility is assumed by the writer

FAVORABLE

UNFAVORABLE

RATHERUNFAVORABLE


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FAVORABLE REPLY

Writing favorable replies is not difficult

Give the nature of the account and the amount of credit

Say whether you recommend the credit asked for


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RATHER UNFAVORABLE REPLY

Referring to the enquiry, tell how long you have been

acquainted with the applicant

Mention the amount and period of credit granted

Dont fail to mention the good qualities of the applicant


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UNFAVORABLE REPLY

Any unfavorable reply requires care in drafting

The plan for drafting an unfavorable reply is the same as

for rather unfavorable reply

Care should be taken


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MAKING STATUS

Give the name of the person or firm about whomyou are enquiresIndicate that you have been asked to refer to theaddress

Assure that any information given will be treatedas confidentialExpress your willingness to render similarservice to the reference if he even needs it

Enclose a self-addressed envelopWhile writing a status enquiry letter


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Customer complaints letter

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Definition

As long as men are men and machines are

machines and not infallible, there are

bound to be imperfections and mistakes.

SOURCES OF MISTAKES GIVING RISE


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TO COMPLAINTS

Incomplete or defective order.Wrong directions to the dispatch section.

Mistake by the accounts section in preparing the invoice.

Dispatch section carelessly dispatches

1.Goods of wrong quality, size, brand, pattern, color etc.2.Defective pieces.

The article supplied may have some inherentmanufacturing defect not at the time of inspection.

Defective packing that might lead to the damage of goodsin transit.


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Collection letter

COLLECTION LETTER


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COLLECTION LETTER

Collection letter aim at collecting the dues without

affecting the business relations

The language and the tone of collections letters is not

same for all the customers

Companies writes a series of collections letters from early

polite requests, to stronger request, to warning


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It includes

Request and remainders

Stronger collection letter

Final collection letter


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REQUESTS & REMAINDERS

The first series of collection letters are request andremainders for non-payment of bills. They are written inpolite language

State the unpaid bills clearly with dates, numbers and

around unpaid Bend the photo copies of the bills for customers easy and

quick references.

By that the customer has perhaps forgotten to pay

Show confidence in customer that they will respects theirbusiness obligations

STRONGER COLLECTION LETTERS


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STRONGER COLLECTION LETTERS

The second series of collection letters are strongerremainders, pressing the customers to take immediateaction

There are written in formal but friendly tone

Avoid using harsh or threatening language andexpressing doubts about customers intention or capacity

Give reference of the remainders or request already send

ask him why they have not made payments

Tell the customer that be owes a definite amount whichought to pay promptly

GRADING LETTER


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GRADING LETTER

Refer to the past attempt made to collect the amount

Give the customer a final opportunity to pay the amount

in which a definite time limit

Restore the consequences of failure to pay the amount

owed in berms of legal cafies

Explain that customer is responsible for the unfortunate

situation.

`


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`

Sales promotion letters

Sales promotion letters


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Salespromotionletters

Sales letters are part of publicity and advertisementcompaign.

They perform salemans function of educating andpersuading customers.

Therefore the principles of writing effective sales lettersare the same as that of selling goods or services.

A good sales letter, like a successful advertisement,captures the attention of the reader, excites his interest

and curiosity and induces him to buy the goods orservices offered.

FORMULAS FOR ORGANISING SALES


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LETTERS

AIDA IDCA

ACTION

DESIRES

INTEREST

ATTENTION

ACTION

CONVICTION

DESIRES

INTEREST

P t f l ti l tt


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Parts of sales promotion letter

Introductory paragraph

The body

Concluding paragraph

INTRODUCTORY PARAGRAPH


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INTRODUCTORY PARAGRAPH

Some of the popular ways of starting sales letters are:

Making a striking statement

Stating a significant fact

Making special appeal to the pride of possession,

vanity, etc.

Asking question

Focusing the central selling point

THE BODY


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THE BODY

After capturing readers attention in the introductory

Para, concentrate on arousing his interest in the

product or service

CONCLUDORY PARAGRAPH


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CONCLUDORY PARAGRAPH

In the concluding Para, induce the reader to act

within a certain time.

Hints for writing sales letter


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Hints for writing sales letter

Start with capturing the readers attention or interest. forthis you may ask him question about saving time ormoney, getting better service.

Stimulate readers desire for product or service in thefollowing paragraph, by desirability them in terms of hismotivation for comfort, leisure, pleasure, saving of timeor money, etc

Support the desirability of the product by offeringevidences from established statistical facts independent,

testing services, or guarantee, etc Motivate the reader for action at the end by telling him

what exactly he is to do & how to do.


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DearsIt is not possible to discuss all types ofbusiness letters that a businessman maybe called upon to write in course of alltypes of business transactions, dealingsor exigencies. Every letter variesdepending upon the circumstances.


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Thank you

Executive Communication Part 2

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