Reply Letters Good and Bad News

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Reply LettersGood and Bad News

• Christopher Merkner

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Reply Letters Goals

• Rectify any possible wrong
• Regain customers confidence
• Promote future business and goodwill
• ..?

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Making a choiceDirect or Indirect Approach?

• Direct Approach
• Granting the requestGood News Reply

• Indirect Approach
• Denying the requestBad News Reply

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Granting a RequestGood News Reply

• Subject Line as part of Header
• Introduction
• Immediately grants request, stating exact
  information
• Body
• Provides details of how problem occurred
• Uses positive words, expressions, spins on
  situation
• Uses passive voice/constructions
• Doesnt blame customer or company
• Doesnt make unrealistic promises
• Conclusion
• Conveys sincere appreciation

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Denying a RequestBad News Reply

• Subject Line as part of header
• Introduction
• Provides a buffer
• Body
• Explains reasons for denying of request
• Probably does not say, we will not/cannot/are
  not
• Bad news is instead woven into the body
• Conclusion
• Offers an alternative
• Extends gratitude and goodwill

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Headers Subject Lines

• Subject line document title
• Nature Scope
• Nature type of document type of information
• Scope specific elements of document time,
  dates, numbers, product names
• Examples
• Re Your letter of 6/02/03 requesting refund for
  purchase of Washer/Dryer ( 01-200003)
• Subject Your February 2, 2003 inquiry letter

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BuffersBuffering the denying of a request

• Some example buffers
• Compliment It is our ongoing pleasure to be
  able to have you as our customer at .
• Appreciation Thank you for your letter
  relating the experiences you had at our
  restaurant last month.
• Common Ground We are in agreement with you
  that this has been one of the driest summers on
  record in Colorado.
• Facts It is our pleasure to announce to all of
  our customers that we have increased our
  performance by 45 in the past year.
• Apology We are sorry to hear that you were
  unhappy with your purchase .

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Explaining your Position

• Moving from the Intro and buffer(s)
• Begin explaining reasons for denying the request
  before denying the request
• Explain Company policy(ies)
• Explain or rephrase circumstances
• Move into a cushioned denial.

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A Cushioned Denial of Request

• To increase the chances of good reception (of
  denial)
• Reduce or eliminate negative words
• Demonstrate seriousness and fairness
• Strive to reduce pain or insult
• Bury or Sandwich denial with subordinate
  clausesWhile we will occasionally miss an
  opportunity to completely meet our customers
  needs, we prize ourselves on our commitment to
  satisfying
• Bury or Sandwich with passive voiceAdvice given
  in the form of writing is legally binding, for
  both customer and company, whether the writing is
  found on the front or back of our contracts.
• Offer an alternative!

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Conclusion

• Establish goodwill
• Gratitude
• Future-looking
• Encourage enjoyment of the alternative
• Provide clear contact information