Transcript Slide 1

McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Overview
• Why Indirect Order for Bad News Messages
• A General Indirect Order Plan
• Adaptations of the General Plan to Specific
Situations
– Refused Requests
– Claim Messages
– Adjustment Refusals
– Negative Announcements
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Bad News Message Usually in
Indirect Order
Bad news is received more positively when
preceded by explanation.
Why?
• Bad news can be shocking. Preparatory words
ease the reader into the news.
• Hearing the (good) reasons first prepares the
reader for interpreting the bad news correctly.
• Even if the reader expects bad news, the effort
to spare his/her feelings is appreciated.
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But Exceptions Can Be Made
Examples
• When the message will be routinely accepted
• When you know frankness is wanted
• When it’s in the reader’s interest to present
important bad news right away (e.g. safety
warnings)
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The General Indirect Plan
• Begin with a strategic buffer
– Words that set up your strategy and
– Acknowledge any preceding messages
•
•
•
•
Set up the negative news
Present the bad news positively
Offer an alternative solution
End with goodwill, specifically adapted
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Brief Review of a Procedure for a
Refused Request
Preliminary considerations:
• The news is bad.
• The reader wants something; you must refuse.
• Your goals are:
– to say no and
– to maintain goodwill.
• The first goal is easy; the second requires tact.
• You must present reasons that will convince.
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Indirect Plan for a Refusal
The message plan:
Opening
• Begin with words that identify the subject,
are neutral, and set up the message.
Body • Present reasons using positive language and
you-viewpoint.
• Refuse clearly and positively, embedding
where possible to de-emphasize the negative.
• Include a counterproposal or compromise
when appropriate.
Closing • End with an adapted goodwill comment.
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A Tactful, Courteous Refusal (1 of 2)
Larry_Bragg@sdsu.edu
Request for alumni information
Mr. Bragg,
Your study of the progress of State University graduates is most commendable. We are
pleased that you would ask our help in your efforts.
In reviewing the requirements of your project, we find that it would be necessary to
search through the personnel files of each of our 10,000 employees. As our regular staff
is already working at capacity, may we suggest that we make our files available to you
or your representatives? We ask only that you protect the confidentially of the
information in the files. We would be pleased to give you working space in the records
center. And we would assure you of the cooperation and assistance of our records
personnel.
As another alternative, may we suggest that you use a part-time student worker who is
already acquainted with our files. From time to time, Ms. Mary Mahoney
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A Tactful, Courteous Refusal (2 of 2)
Larry_Bragg@sdsu.edu
Request for alumni information
has worked in our records center. And we would assure you of the cooperation and
assistance of our records personnel.
As another alternative, may we suggest that you use a part-time student worker who is
already acquainted with our file system. From time to time, Ms. Mary Mahoney has
worked in our file center. We estimate that she could do your work in about five weeks,
working her customary twenty hours a week. The cost would be about $900. If you
prefer this arrangement, we would be pleased to contact her for you.
We expect that these suggestions will help you in completing your project. We look
forward to reading the results in the Alumni Bulletin.
Terry
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Preliminary Considerations for Writing
Claim Messages
• You believe that you deserve an adjustment.
• The fault lies with the reader.
• The goal is to present the your request
convincingly without blaming the reader.
• Thus, you must think through the situation to
develop a strategy that will persuade but not
offend.
• You must choose your tone accordingly.
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Brief Review of Procedure for
Claim Messages
The message plan:
Opening
• Begin with words that
– Introduce the problem but
– do not anger the reader.
Body • Describe the problem clearly.
• Make the account factual, not emotional.
• Make clear what kinds of damage or problems were
caused.
• Lead systematically to the adjustment request.
Closing • End with words that leave the door open for future
relations with the reader.
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Sample Claim Letter
Subject: Error on ABC Invoice
Dear Mr. Rodriquez,
In looking over the bill for the services you provided our Association for its November 57 conference, I see that we were charged $15 per day per room for Internet access.
I’m sure you’ll recall that this fee was to be removed from our bill, as we agreed before
the conference and as our contract stated.
Please send an adjusted invoice so that we will be paying the correct amount and our
financial records will be accurate.
Thank you again for providing a wonderful venue for our conference. I’m sure it will be
a memorable one for all who attended.
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Preliminary Considerations for Writing
Adjustment Refusals
• The decision has been made to refuse an
unjustified claim.
• The news is bad.
• The goal is to present the bad news in a
positive way.
• Thus, you must think through the situation to
develop a strategy to explain or justify the
decision.
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Brief Review of Procedure for
Adjustment Refusals
The message plan:
Opening
• Begin with words that
– are on subject,
– are neutral, and
– set up the message.
Body • Present the strategy that will explain or justify.
• Make it factual and positive.
• Lead systematically to the refusal.
• Then refuse--clearly and positively.
Closing • End with off-subject, friendly words.
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rjluce@uniquesupplies.com
Re: Special paneling return
Mr. Luce,
Certainly we understand the concern expressed in your May 11 letter about getting just the
right paneling for your new office building. That is why we do everything we can to ensure
that our clients are pleased with the materials they purchase from us.
In cases where customers have purchased from our regular stock, it is usually a simple
matter to allow product returns. In your case, your architect specified a most unusual and
distinctive finish. His specifications were very detailed, and we followed them to the letter.
Although the finished paneling is genuinely beautiful, it is unique and cannot go into our
regular stock. For this reason, we must consider the sale final. At this point, any adjustment
in this case must be between you and your architect.
We are grateful that you chose J&V products for your distinctive building. We stand ready to
meet your future needs to the letter.
Dominic Terrado
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Negative Announcements
• They are the presentations of bad news to
customers or employees.
– Generally, they follow the indirect pattern –
especially if news is very disappointing.
– Thus, they follow the strategies previously
reviewed.
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Typical Indirect Strategy for
Negative Announcements
The message plan:
Opening
Body
Closing
• Start with a buffer that sets up the explanation of
the bad news.
• Present the justification.
• Cover the bad news positively but clearly.
• Help resolve any problem the bad news creates.
• End with forward-looking, friendly words.
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Refusal Strategy Adapted to Another
Situation – Refusal of a Discount
Jason Mertz
Payment on Invoice C2008
Mr. Mertz:
Thank you for your check for $945.07 on Invoice C 2008.
Although it is a small matter, I feel that you will want to look over this invoice. Probably you
just looked at the wrong column, but you will see that you wrote the check for the amount
less the discount. As you know, the discount is allowed only when payment is made within
ten days of billing. As Invoice C2008 is now 45 days past this date, we are crediting your
account with $945.07, leaving an unpaid balance of $29.23. I am confident you will
understand.
Working with you and your excellent organization, Mr. Mertz, is always a pleasure. We look
forward to serving you again soon.
Ray Rojas
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J&J Training Staff
Smarter Use of Our Travel Money
As you know, J&J Training succeeds because of you, our expert staff. Thanks to your efforts
and the positive reputation you’ve built for our company, J&J continues to attract a relatively
healthy clientele even in these economically challenging times.
To ensure our success through this economic slump, we need to minimize expenses while also
staying at the top of our game. One item in our budget that I believe we can trim without
compromising our competitive edge is our travel expenses. Last year, travel to industry
seminars cost J&J over $32,000. These trips enabled us to learn about the latest tools and
teaching strategies, which are essential in our business. On the other hand, spending so
much on this budget item takes support away from other functions, such as marketing and
equipment maintenance, that are also critical to what we do.
Fortunately, many of the organizations and companies who host the seminars we attend also
offer online equivalents for many of their sessions. For example,
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J&J Training Staff
Smarter Use of Our Travel Money
Fortunately, many of the organizations and companies who host the seminars we attend also
offer online equivalents. For example, through the ASTD, one can purchase a two-hour
webinar on training strategies for $200, which not only saves all travel expenses but also lets
several people participate for one registration fee. The materials that can be downloaded
from these seminars can also be shared.
Attached to this email is a new travel authorization form. You’ll see that one part of the form
asks you to verify that no comparable online substitute is available for the conference or
event that you wish to attend. The form also includes a space where you can explain why it
is important that you attend this particular event. I hope that using this form will enable us to
trim a sizable amount off our travel expenses while still enabling us to stay abreast of the
latest developments in our industry.
Overall, J&J is holding steady, even in this challenging economy. I appreciate your efforts to
trim expenses where possible while continuing to deliver the kind of training that keeps our
clients coming back and recommending us to others.
Jim
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Direct Negative Announcements
• Sometimes justified
– if news is expected
– when news is insignificant
– when news may have positive possibilities
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When a man sends you an impudent letter, sit
right down and give it back to him with interest
ten times compounded, and then throw both
letters in the wastebasket.
--Elbert Hubbard
American Writer,
Publisher, and Philosopher
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