5. COMMUNICATION
EFFECTIVENESS IN BUSINESS
• WHO COMMUNICATES WITH WHOM
AND WHY
• THE NEEDS OF THE ORGANIZATION
• THE NEEDS AND ROLES OF ITS
MEMBERS
• EXTERNAL FACTORS THAT
INFLUENCE THE ORGANIZATION
6. COMMUNICATION PROCESS
Perception-1 Perception-2
P1 P2
Transfer of Meaning
Sender Encoding Decoding Receiver
S E Message Channel D R
Feedback
Noise
10. ORAL COMMUNICATION
• OPEN COMMUNICATION
(HARMONIOUS AND COOPERATIVE
RELATIONSHIPS)
• CLOSED COMMUNICATION
(MUCH OF THE COMMUNICATION IN
ADVERSARIAL AND HOSTILE
RELATIONSHIPS)
14. SUCESSFUL MESSAGES
DO NOT ACCUSE PEOPLE OF
SHORTCOMINGS
DO NOT EXPRESS PERSONAL
FRUSTRATION OR ANGER
BUSINESS MESSAGES SHOULD IMPROVE
BUSINESS
BEST:COMMUNICATION CAN CONVERT AN
ADVERSARIAL OR HOSTILE RELATIONSHIP
INTO ONE OF HARMONY OR COOPERATION
30. WRITTEN COMMUNICATION
• Advantages of writing:
• 1)Permanent record
• 2)Proof of agreement
• 3)Emphasis on logic
• 4)Convenience
• Disadvantages of writing:
• Lack of warmth and clarity
• No immediate feedback
31. COSTS OF ORAL
COMMUNICATION
• Misunderstanding
• Waste of time (missed phone calls,
interrupted meetings and personal
conversations during business time)
Letter is most cost-effective
32. SUCESS OF A MESSAGE
• 1)THE COMMUNICATION CONTEXT
• 2)THE WRITING STYLE OR LANGUAGE
USAGE
Clarity(specific and concrete language,
explicity, short and simple sentences with active
voice,paragraphing, logical structure,unity,
coherence, transition, timing,readability),
courtesy(the you-attitude,cooperation of
equals),conciseness(avoiding wordy
expressions), positiveness, naturalness
33. SUCESS OF A MESSAGE
• 3)THE PURPOSE OF THE MESSAGE
• 4)THE APPEARANCE OF YOUR
MESSAGE
34. THE PROCESS OF WRITING
1)PLANNING
• PROBLEM SOLVING
THE LETTER’S PURPOSE
YOUR READER’S POINT OF VIEW
TECHNIQUES OF EFFECTIVE
COMMUNICATION(CLARITY,
COURTESY, CONCISENESS,
NATURALNESS,POSITIVE TONE)
35. THE PROCESS OF WRITING
• COMBINING PURPOSE,PLAN AND
CONTENT
EMPHASIS ON THE MAIN PURPOSE
SECONDARY PURPOSES
THE READER’S POINT OF VIEW
ENOUGH INFORMATION FOR CLARITY
COURTEOUS TONE
CONCISE
36. THE PROCESS OF WRITING
• MECHANICALLY,GRAMMATICALLY
AND FACTUALLY CORRECT
• CONFIDENCE IN THE READER
• PLEASANT, CONVERSATIONAL TONE
• READER’S BENEFIT FROM YOUR
MESSAGE
37. THE PROCESS OF WRITING
• 2)ARRANGING
MESSAGE
STRUCTURES(INDUCTIVE/DEDUCTIVE,
DIRECT MESSAGES/INDIRECT
MESSAGES, THE PRIMARY ELEMENT,
THE SECONDARY ELEMENTS, THE
CLOSING ELEMENT, MULTIPURPOSE
MESSAGES)
38. THE PROCESS OF WRITING
• 3)COMPOSING
• GENERAL PREPARATION FOR
WRITING SHOULD INCLUDE:
• BASIC WRITING SKILLS
• THE COMMUNICATION PROCESS
• THE TECHNIQUES OF EFFECTIVE
BUSINESS COMMUNICATION
39. THE PROCESS OF WRITING
• 4)REWRITING
ADDING
DELETING
CHANGING
REARRANGING
40. POTENTIAL LEGAL PROBLEMS
• DEFAMATION
• FRAUD
• DISCRIMINATION
• COERCION
• UNMAILABLE AND UNORDERED ITEMS
• USE OF COPYRIGHTED MATERIALS
42. LETTERS
• LETTER LAYOUT
• PARTS OF THE
LETTER(LETTERHEAD,DATE,INSIDE
ADDRESS,ATTENTION LINE,
SALUTATION,SUBJECT
LINE,BODY,COMPLIMENTARY
CLOSE,COMPANY SIGNATURE,WRITER’S
SIGNATURE,TYPEWRITTEN SIGNATURE
AND THE TITLE OF THE
WRITER,REFERENCE INITALS,COPY
NOTATIONS, BLIND COPY NOTATIONS
43. LETTERS
• PARTS OF THE LETTER(…MAILING OR
ADRESSEE
NOTATIONS,POSTSCRIPT,THE
SECOND PAGE)
47. PLACING ORDERS,ASKING
QUESTIONS
• GENERAL STRUCTURE OF DIRECT
REQUESTS:
• 1)DIRECT OPENING
• 2)EXPLANATION
• 3)SECONDARY MATTERS
• 4)WHO DOES WHAT NEXT
48. ORDERS
• 1)BEST BEGINNING: “PLEASE SEND ME…”
• 2)SPECIFY THE GOODS(QUANTITIY,
CATALOG NUMBER OR ISSUE, NAME OF
THE PRODUCT, PRICE AND OTHER DETAILS
FOR EACH PARTICULAR ITEM SUCH AS
COLOR,SIZE,GRADE,MACHINE OR PART
NUMBER, PATTERN, FINISH, STYLE,
WEIGHT)
49. ORDERS
• SPECIFY HOW YOU INTEND TO PAY
• SPECIFY WHERE,WHEN AND HOW
YOU INTEND TO PAY
50. INQUIRIES
• ASKING ABOUT GOODS AND SERVICES
OPENING QUESTION SHOULD BE
SPECIFIC
IT MUST BE FOLLOWED BY ALL SPECIFIC
QUESTIONS AND NECESSARY
EXPLANATIONS
THE MOST IMPORTANT QUESTION IS
NEVER COST(USE A QUESTION RELATED
TO VALUE INSTEAD)
52. ASKING ABOUT PEOPLE
• STATE WHETHER THE PERSON BEING
INQUIRED ABOUT AUTHORIZED YOUR
REQUEST FOR INFORMATION
• STATE WHETHER THE PERSON BEING
INQUIRED HAS WAIVED THE RIGHT OF
ACCESS TO THE REPLY
• STATE WHETHER YOU WILL KEEP THE
INFORMATION CONFIDENTIAL
53. • SHOW YOUR READER THAT YOU ARE
ASKING FOR THE INFORMATION
BECAUSE YOU HAVE A LEGITIMATE
INTEREST TO PROTECT
• IF YOUR INQUIRY CONCERNS
EMPLOYMENT, ASK QUESTIONS ONLY
ABOUT THE PERSON’S ABILITY TO
HANDLE THE JOB BEING APPLIED FOR
55. DIRECT CLAIMS
• REQUESTS FOR REFUNDS,
REPLACEMENTS AND ADJUSTMENTS
ON GOODS OR SERVICES ARE
USUALLY DIRECT MESSAGES
• SHOW CONFIDENCE IN THE READER
• BE SPECIFIC
56. CONVEYING POSITIVE
INFORMATION
• HUMAN OBJECTIVE IS NOT CRITICAL
IN POSITIVE MESSAGES
• CONVEY THE INFORMATION CLEARLY,
• CONCISELY AND COMPLETELY.
• GENERAL STRUCTURE:
• 1)DIRECT OPENING(SPECIFIC
COMMUNICATION CONTEXT)
• 2)EXPLANATION(SECONDARY)
58. ACKNOWLEDGEMENTS
• READER-INITIATED MESSAGES
• ACKNOWLEDGE WITH A CAREFULLY
PREPARED FORM:
• 1)LET THE READER KNOW THAT THE
CORRECT MERCHANDISE IS ON ITS
WAY BY SPECIFYING THE ITEMS
SHIPPED AND THE METHOD OF
SHIPMENT
60. ACKNOWLEDGEMENT OF
REQUESTS
• THOSE THAT GIVE YOU THE
OPPORTUNITY TO SELL YOUR GOODS
OR SERVICES TO YOUR READER
• THOSE THAT EMPHASIZE POSITIVE
INFORMATION BUT MAY INCLUDE
SOME SALES MATERIAL
• THOSE THAT SHOULD CONTAIN NO
SALES MATERIAL
61. ACKNOWLEDGEMENTS
• GENERAL PROCEDURES:
• A POSITIVE ANSWER PLACES THE
MESSAGE IN A SPECIFIC
COMMUNICATION CONTEXT AND
APPEAL TO THE READER
• ANSWER ALL THE QUESTIONS
• BE SPECIFIC IN SUPPLYING
INFORMATION
63. ANNOUNCEMENTS
• THE DIFFERENCE BETWEEN AN
ANNOUNCEMENT AND INVITATION:
INVITATION ALWAYS CONTAINS AN
EXPLICIT PLEASE ATTEND,
ANNOUNCEMENT MERELY
ANNOUNCES THE EVENT AND
SUGGESTS THE READER SHOULD
ATTEND BECAUSE OF THE BENEFITS
SHE/HE WILL RECEIVE
64. ANNOUNCEMENTS
• AVOID MESSAGE OVERLOAD
ANNOUNCE ONLY TRULY
IMPORTANT EVENTS
COLOR-CODE YOUR
ANNOUNCEMENTS FOR INSTANT
RECOGNITION
DO NOT SEND TOO MANY
65. SPECIAL GOODWILL MESSAGES
• MESSAGES OF CONGRATULATION
• MESSAGES OF APPRECIATION
• MESSAGES CONVEYING SEASON’S
GREETINGS
• MESSAGES OF SYMPATHY
66. APOLOGIES
• IF YOU CAN NOT SOLVE THE
PROBLEM APOLOGIZE
WHEN YOU HAVE TAKEN TOO LONG
TO ANSWER A LETTER
WHEN YOU TRIED TO SOLVE THE
READER’S PROBLEM ONCE AND
FAILED, THE READER HAD TO ASK A
SECOND TIME
67. APOLOGIES
A DEFECT IN YOUR PRODUCT
INJURED A CUSTOMER(FOR LEGAL
REASONS AVOID ADMITTING GUILT)
A REPRESENTATIVE OF YOUR
COMPANY WAS RUDE TO SOMEONE
A DEFECT IN YOUR PRODUCT WAS
OF SUCH A NATURE THAT THE
CUSTOMER WILL NOT BE
INTERESTED IN A CORRECTION
68. APOLOGIES
A PROBLEM IN YOUR BUSINESS
OPERATIONS HAS COST SOMEONE ELSE
TIME, MONEY AND EXASPERATION
• PUT THE APOLOGY FIRST IN THE MESSAGE
• NEVER APOLIGIZE AT THE END OF THE
MESSAGE
• PROVIDE FULL, POSITIVE EXPLANATION OF
THE PROBLEM(SECONDARY ELEMENTS)
• THE CLOSING ELEMENT SHOULD LOOK
FORWARD TO A POSITIVE, CONTINUING
BUSINESS RELATIONSHIP
70. CONVEYING NEGATIVE
MESSAGES
• READER’S RESPONSE DETERMINES
WHETHER A MESSAGE IS NEGATIVE
• PLACE GREATER EMPHASIS ON THE
HUMAN OBJECTIVE
• NEVER APOLOGIZE AND IMPLY THAT
YOU COULD HAVE DONE OTHERWISE
71. NEGATIVE MESSAGES
• GENERAL STRUCTURE:
• 1)INDIRECT OPENING
• 2)EXPLANATION
• 3)SUBORDINATED
REFUSAL(REASONS FOR REFUSAL,
SUGGEST ALTERNATIVES,OMIT AN
EXPLICIT STATEMENT OF
REFUSAL,PASSIVE VOICE)
• 4)POSITIVE CLOSE
72. NEGATIVE
ACKNOWLEDGMENTS
IF NEGATIVE REPLY IS THE ONLY
POSSIBLE REPLY, THEN:
• 1)WORK TO MAINTAIN POSITIVE HUMAN
AND BUSINESS RELATIONSHIP
• 2)MAKE CERTAIN THAT THE READER
UNDERSTANDS THE REASONS FOR YOUR
DECISION AND KNOWS WHAT OTHER
COURSES OF ACTION ARE POSSIBLE
73. NEGATIVE
ACKNOWLEDGMENTS
• DELAYED OR DECLINED ORDERS:
• FOR E.G DELAYS IN SHIPMENT
• 1)CAREFUL, POSITIVE WORDING OF A
REQUEST FOR THE MISSING
INFORMATION
• 2)INCLUSION OF RESALE MATERIAL
• 3)A REQUEST FOR SPECIFIC, PROMPT
ACTION ON THE PART OF THE
READER
74. NEGATIVE
ACKNOWLEDGMENTS
• LETTERS ANNOUNCING A DELAY
CAUSED BY THE WRITER’S COMPANY
SHOULD AIM TO KEEP THE ORDER IN
SPITE OF THE NEGATIVE CONTENT
OF THE MESSAGE
75. NEGATIVE
ACKNOWLEDGMENTS
• LETTER TO REFUSE A CUSTOMER
WHO HAS ORDERED DIRECTLY
THROUGH MAIL:
• 1)INDIRECT OPENING(FIND A
POSITIVE OPENING)
• 2)EXPLANATION(BENEFITS)
• 3)RESALE
• 4)POSITIVE CLOSE
76. NEGATIVE
ACKNOWLEDGMENTS
• DECLINING AN ORDER FROM A DEALER
MIGHT DERIVE BECAUSE:
• 1)OF INSUFFICIENT CREDIT
• 2)OF HAVING ALREADY AN EXCLUSIVE
DEALER IN THE AREA(THEN, LIMIT POSITIVE
CLOSE TO SIMPLE GOODWILL, AVOID
RESALE,NEW SALES AND POSITIVE
ALTERNATIVES)
• 3)THE DEALER DOES NOT MEET YOUR
REQUIREMENTS
77. NEGATIVE
ACKNOWLEDGMENTS
• NEGATIVE REPLIES TO REQUESTS:
• THE REFUSAL SHOULD BE
SUBORDINATED AS MUCH AS
POSSIBLE WITHOUT SACRIFICING
CLARITY
• USUALLY MORE THAN ONE BUSINESS
OBJECTIVE
79. NEGATIVE
ACKNOWLEDGMENTS
• NEGATIVE REPLIES TO CLAIMS:
• PRINCIPAL OBJECTIVE:
• TO RESELL THE PRODUCT OR
SERVICE IN QUESTION AND TO SHOW
CONFIDENCE, SELL A NEW SERVICE
OR PRODUCT AT THE SAME TIME
• HUMAN OBJECTIVE:RETAIN THE
READER’S GOODWILL
80. NEGATIVE
ACKNOWLEDGMENTS
• CREDIT REFUSALS:
• MORE A PERSUASIVE MESSAGE THAN
A NEGATIVE MESSAGE SINCE THE AIM
IS TO OBTAIN THE CUSTOMER’S
BUSINESS ON A CASH BASIS RATHER
THAN REFUSAL OF CREDIT
82. NEGATIVE ANNOUNCEMENTS
• IF IT IS A REPLY TO STG. THE READER
HAS REQUESTED, START WITH A
LOGICAL POINT
• PERSONALIZATION DIFFICULT SINCE
THEY ARE PREPARED AS FORM
LETTERS
• OFFER THE READER STG. OF VALUE
83. NEGATIVE ANNOUNCEMENTS
• THE STRUCTURE OF LETTERS OF
REPRIMAND:
• 1)REVIEW THE FACTS
• 2)STATE THE EXPECTED BEHAVIOR
• 3)OFFER TO HELP
84. APOLOGIES
• APOLOGIES FOR NEGATIVE
ANNOUNCEMENT SHOULD BE
DELAYED UNTIL AFTER THE REASON
HAS BEEN PRESENTEDINDIRECT
STRUCTURE
• DO NOT BEGIN WITH I’M SORRY
85. THE STRUCTURE OF APOLIGIES
• 1)INDIRECT OPENING
• 2)EXPLANATION
• 3)NEGATIVE ASPECT
• 4)APOLOGY
• 5)POSITIVE ALTERNATIVES
• 6)GOODWILL CLOSE
86. PERSUASION
• INFLUENCE BEHAVIOR AND THINKING
• INDIRECT STRUCTURE(FOCUS ON
THE HUMAN OBJECTIVE FIRST)
• OFFER THE AUDIENCE REAL
BENEFITS OR POSITIVE INFORMATION
• YOUR ABILITY TO PERSUADE
DEPENDS HEAVILY ON YOUR
CERDIBILTY
89. PERSUASION
• KEEP THE READER’S INTEREST IN
THE SUBJECT
(YOU CAN NOT PERSUADE ALL THE
PEOPLE ALL THE TIME)
• CHOOSE THE CONTENT OF THE
MESSAGE ACCORDING TO THE
PERCEPTION OF YOUR READER’S
WANTS AND NEEDS
91. PERSUASION
• THE REASONS FOR RESISTANCE TO
PERSUASION :
• 1)NEGATIVE PREVIOUS EXPERIENCE
• 2)TIME
• 3)MONEY
• 4)BELIEF SYSTEMS
92. PERSUASION
• APPEAL TO READER’S SELF-INTEREST
MAKE YOUR APPEALS PRACTICAL AND
SPECIFIC
BASE YOUR APPEALS ON PEOPLE’S
NEEDS FOR HEALTH,WEALTH, PLEASURE,
AND CURIOSITY
• HUMAN NEEDS: PSYCHOLOGICAL NEEDS,
SAFETY AND SECURITY NEEDS, SOCIAL
NEEDS, EGO NEEDS, SELF-ACTUALIZATION
NEEDS)
93. PERSUASION
• POSITIVE APPEALS AND NEGATIVE
APPEALS
• EMOTIONAL APPEALS AND RATIONAL
APPEALS
• EMOTIONAL APPEALS:
• 1)USE EMOTIONALLY LADEN WORDS
• 2)USE EXPLICIT AND IMPLIED ANALOGIES
AS PROOF
• 3)APPEAL TO PHYSICAL SENSES
94. PERSUASION
• 4)OMIT STEPS REQUIRED BY LOGIC
• EMOTIONAL APPEALS TEND TO
MANIPULATE THE READER
• THE BEST APPROACH IS TO COMBINE
EMOTIONAL APPEALS WITH MORE
LOGICAL ARGUMENTS
95. PERSUASION
• THE GENERAL STRUCTURE:
• 1)ATTENTION
• 2)INTEREST
• 3)CONVICTION
• 4)ACTION
96. MESSAGE DEVELOPMENT
• SUCESSFUL PERSUASION REQUIRES:
• VERY SKILFULL AUDIENCE
ANALYSIS,CAREFUL APPLICATION OF
THE PRINCIPLES OF PERSUASION IN
AN ARTFULLY CONSTRUCTED
MESSAGE
• CONTROL READER’S PERCEPTION BY
IMAGE BUILDING
97. MESSAGE DEVELOPMENT
• THE GENERAL STRUCTURE FOR
PERSUASIVE MESSAGES(ATTENTION,
INTEREST, CONVICTION, ACTION) AND
THE CATEGORIES OF
APPEALS(HEALTH, WEALTH,
PLEASURE,AND CURIOSITY)PROVIDE
THE BASIS FOR IMAGE BUILDING
• CHANGE YOUR IMAGE STEP BY STEP
98. MESSAGE DEVELOPMENT
• TYPICAL BEGINNING IMAGES :
• 1)A PROBLEM THAT NEEDS SOLVING
• 2)A WELL-ESTABLISHED CULTURAL
IMAGE
• 3)A SPECIFIC BENEFIT
• 4)A DESIRED BENEFIT
99. MESSAGE DEVELOPMENT
• MOVE THE READER FROM THE
STARTING POINT TO YOUR GOAL:
• 1)MAKE SURE THAT THE OPENING
IMAGE IS APPROPRIATE FOR YOUR
MESSAGE
• 2)SUBORDINATE PHYSICAL
DESCRIPTION AND EXPLANATIONS TO
THE ACCOMPANYING READER
BENEFITS(FOCUS ON VALUE)
100. MESSAGE DEVELOPMENT
• 3)FOCUS ON ONE MAIN APPEAL AND
DEVELOP IT FULLY
• SECURE ACTION
PUSH THE READER GENTLY
USE A LANGUAGE STRONG
ENOUGH
101. AUDIENCE AND APPEALS
• PERONALIZE MESSAGES
• IDENTIFY THE READER BY GROUP
MEMBERSHIP
• ADDRESS YOUR READERS ONE AT A TIME
• TO PREVENT YOUR MESSAGE FROM BEING
PERCEIVED AS A FORM, DESIGN YOUR
MESSAGE FOR EASY READABILTY AND
MENTION YOUR BENEFIT EARLY
102. AUDIENCE AND APPEALS
• USE MECHANICAL TECHNIQUES SUCH
AS COLOR, NARROW COLUMNS OF
TYPE, PARAGRAPHS OF VARYING
WIDTHS AND LENGTHS, AND
NUMBERED AND UNNUMBERED
LISTS) TO INCREASE READER’S
TTANETION WHEN NECESSARY
103. AUDIENCE AND APPEALS
• EACH COMMUNICATION SITUATION
(ESPECIALLY PERSUASIVE
MESSAGES) CALLS FOR AN
INDIVIDUAL APPROACH.
104. HOMEWORK I
• You are the director of customer services
of Özdilek Towels. One of your customers
ordered 1000 pieces of towels but
neglected to tell the color and the size.
Write a letter indicating that the order will
be delayed.
106. PERSUASIVE REQUESTS FOR
FAVORS
THE REASON YOU ARE WRITING
FOR
READER BENEFIT(HEALTH,WEALTH,
PLEASURE,OR CURIOSITY)
KEEP THE READER IN THE PICTURE
SPECIFIC COMMITMENT BY A
SPECIFIC DATE
DO NOT OVERDO THE PERSUASIVE
CONTENT
107. PERSUASIVE REQUESTS FOR
FAVORS
• COMPONENTS OF PERSUASIVE
REQUESTS:
• ATTENTION
• INTEREST
• CONVICTION
• ACTION
108. PERSUASIVE REQUESTS FOR
ADJUSTMENTS
• DIRECT STRUCTURE
• APPEAL TO:
• 1)SENSE OF FAIR PLAY
• 2)DESIRE FOR CUSTOMER GOODWILL
• 3)NEED FOR A GOOD REPUTATION
• 4)SENSE OF LEGAL OR MORAL
RESPONSIBILITY
109. PERSUASIVE REQUESTS FOR
ADJUSTMENTS
• PRESENT YOUR CASE IN A CALM,
LOGICAL MANNER
• BUT YOU CAN PRESENT YOUR
DISAPPOINTMENT WITH THE
PRODUCTS, POLICIES OR SERVICES
PROVIDED BY THE READER
110. PERSUASIVE REQUESTS FOR
CREDIT
• MUST BE BASED ON CIRCUMSTANCES
THAT WARRANT THE EXTENSION OF
CREDIT
• COVER THE FOLLOWING POINTS:
• 1)ATTENTION
• 2)INTEREST
• 3)CONVICTION
• 4)ACTION
113. UNSOLICITED SALES LETTERS
USE AN ENVELEOPE TEASER
ADDRESS WHO WILL HAVE A REAL
INTEREST IN YOUR PRODUCT OR
SERVICE TO BUY IT
SUCESSFUL SALES LETTERS:
• 1)EMPHASIZE THE BENEFITS
• 2)USE ACTIVE VOICE AND
PERSONALIZE
114. SUCESSFUL SALES LETTERS
• 3)FOCUS ON ONE MAIN APPEAL
• 4)SUBORDINATE THE PRICE
• 5)USE ENCLOSED BROCHURES
• 6)ARE SPECIFIC IN THEIR REQUEST
FOR ACTION
115. SOLICITED SALES LETTERS
SHOULD BE PREPARED
INDIVIDUALLY
• THE STRUCTURE:
• 1)ATTENTION
• 2)INTEREST
• 3)CONVICTION
• 4)ACTION
116. SOFT-SELL LETTERS
• SPECIAL GOODWILL LETTERS
INTENDED TO REMIND THAT YOUR
FIRM PROVIDES A PARTICULAR
PRODUCT OR SERVICE
117. LETTERS THAT SELL IDEAS
• STRUCTURE:
• 1)ATTENTION
• NOT ONLY BEGIN WITH A PROBLEM OF
INTEREST TO YOUR READER, BUT ALSO
MUST BEGIN WITH A PREMISE YOUR
READER READILY ACCEPTS
• 2)INTEREST
• 3)CONVICTION
• RELY ON TRUTH AND LOGIC
• 4)ACTION
118. COLLECTION LETTERS
• REMINDERS OF OVERDUE BILLS
• CONSIST OF:
• 1)DUPLICATE COPIES OF THE ORIGINAL
BILL
• 2)DUPLICATE COPIES OF THE BILL
STAMPED REMINDER OR PAST DUE
• 3)A SHORT NOTE(USUALLY A FORM)
SPECIFIYING THE AMOUNT DUE, THE DUE
DATE, LATE CHARGES, AND THE ACCOUNT
NUMBER
119. COLLECTION LETTERS
• INQUIRIES:
• SIMPLE INQUIRES
• INQUIRES THAT CONTAIN AN APPEAL
FOR A PROMPT PARTIAL PAYMENT
AND SOME SUGGESTIONS FOR
TAKING CARE OF THE OBLIGATION IN
WAYS OTHER THAN THE ORIGINAL
AGREEMENT CALLED FOR.
120. COLLECTION LETTERS
• APPEALS:
• BEGIN WITH AT LEAST ONE POSITIVE
APPEAL SUCH AS AN APPEAL TO
COOPERATION, FAIR PLAY, OR PRIDE.
• GIVE A GOOD REASON FOR PAYING
• APPEAL DIRECTLY TO READER’S
INTEREST
121. COLLECTION LETTERS
• THE READER SHOULD BE TOLD THAT,
BY NOT PAYING, SHE OR HE IS LIKELY
TO LOSE THE FOLLOWING:
• 1)CREDIT PRIVILEGES
• 2)THE GOODS OR SERVICES NOT
PAID FOR
• 3)ADDITIONAL MONEY OR PROPERTY
• 4)GOOD REPUTATION AND SELF-
RESPECT
