makalah Structure of the business letter & Letters promoting good will

CHAPTER I

INTRODUCTION

1.      BACKGROUND

Few business transactions are carried through successfully without correspondence at some point. Enquiries must be answered, quotations given order placed, complaints dealt with, transport and insurance arranged and account settled. Letters must be written to customers, salesman, agents, suppliers, bankers, ship-owners and many others. They cover every conceivable phase of business activity. They are the firm’s silent salesman and often enough represent its only contact with the outside world. Hence the need to create a good impression, not only of the writers firm, but also of the writer himself as an efficient person eager to be of service.

Every business letter is written to a purpose; each has its own special aim and one of the features of this book is its use of explanation to show how the various letters set out to achieve their aims. Basic legal principles relevant to different types of transaction are also touched upon, but only where there is a need to clarify legal relationships. Where the book is used in class, the letter provide material for teacher who may wish to enlarge on these matters and the exercises the means for student to apply in practice what they have been thought.

CHAPTER II

EXPLANATION

A.    Structure of the business letter

1.    Part of the letter

The modern business letter is nearly always typed. It has long been customary to set it out in the indented style, but now the blocked style has come to be much more widely used than before because it is claimed, it saves typing time.

The business letter consists of seven principal parts: (1) the letterhead, (2) the date, (3) the inside name and address, (4) the salutation, (5) the message, (6) the complimentary closure and (7) the writer’s signature and official position.

1)      The letterhead

The letterhead expresses a firm’s personality. It helps to form one’s impression of the writer’s firm. Because of this, many firms engage experts to design attractive notepaper headings. Style vary considerably, but they all give similar information and besides the name and address of the firm include telephone numbers, telegraphic addresses, the telegraphic code used, if any and state the kind of business carried on if this is not from the firm’s name.

2)      The date

Always type the date in full, in the logical order of day, month, years, thus:

12^th October 1999

To give the date in figure (e.g. 12/10/1999) is not only in bad taste, but it may easily be confusing in correspondence with the united state, where it is the practice to give date in the order of month, day and year.

Example:

Directors R B North M W Beever

W D J Argent D A F Sutherland

Macdonald & Evans (publication) Ltd

Estover road Plymouth PL67PZ

Telephone Plymouth (0752) 705251

Telegraphic Address MACEVANS Plymouth

Date 13th November 2015

Mrs. Ethel Wright

25 imperial roads

MALVERN

Hereford and Worcester

WR14 3AT

Dear Mrs. Wright

Blocked letter style

This latter style is very modern and has now become firmly established as the recommended way of setting out letters. Its main feature is that all typing lines, including those for the date, the inside name and address, the subject heading and the complimentary closure, begin at the left hand margin.

For this letter the open style of punctuation has been adopted; is to say only essential punctuation marks are used outside the body of the letter. You will notice, for example, a complete absence of punctuation mark from the date, the salutation the complimentary closure and from the ends of lines forming the inside name and address.

Yours sincerely

Macdonald & Evans (publication) Ltd

PJ drew

EDITORAL MANAGER

3)      Inside name and address

The usual practice is to set out name and address of one’s correspondent at the head of the letter, as in figs. 1 and 2, thought it is sometimes placed at the foot, in the bottom left hand corner, in official correspondence.

Where the appropriate head of department is known, address the letter to him by his official title, thus:

The sales manager

The Hercules engineering co ltd

Brazennose Street

Manchester

M60 8AS

a)      Courtesy titles

The courtesy titles used in correspondence are Mr., Mrs., miss, messrs and mmes. Where it is not known whether a woman addressed is married or single Ms has recently crept into use as an alternative for both Mrs and Miss. But Ms is not yet in sufficiently general use to warrant its recommendation as an acceptable alternative.

b)      Foreign correspondence

When you write letters to other countries, always include the name of the country, even if the town mentioned is the country’s capital. If you fail to do this, your letter may be sent to the wrong town. There is for example, a London in England and the another in Canada, a Boston in England and another in the United States, a Tripoli in Libya and another in Lebanon, a Blantyre in Scotland and another in Malawi and there are many others.

For the same reason, when writing to firms in the United States, make sure to add the name of the State after the name of the town. Example:

The vice President

The Eagle Press Inc

24 South Banks

BOSTON

Mass 02110 USA

c)      Postcodes

When post numbers from part of the address and are known they should be used on envelopes. A system of post coding has now been introduced in Britain. The use of the code as part of the address (e.g. CR0 5BL for Croydon) speeds delivery by enabling letters to be sorted mechanically.

4)      The salutation

This is the greeting with which every letter begins. The customary greeting in a business letter is Dear Sir, but other is used as follow:

-          Dear Madam (for both single and married women)

-          Dear sir (when a partnership is addressed)

-          Mesdames (when the partnership consists of women only)

5)      The message

This forms the body of the letter and is the part that really matters. Before you begin to write or dictate, ask yourself the following questions:

-          What is my aim in writing this latter?

-          What do I hope to achieve by it?

-          What is the best way to go about it?

Some letters are very short and may consist of only one paragraph. Many others fall naturally into the framework of three paragraph plan, as in the example that follows:

-          The first paragraph takes the form of an introduction or of an acknowledgement if there has been previous correspondence.

-          The second gives information and states the fact

-          The third refers to future action.

6)      The complimentary closure

The subscription or complimentary closure, like the salutation, is purely a matter of custom and polite way of bringing a latter to close. The expression used must suit the occasion. It must also match the salutation, the form of which is governed by the relationship between the parties.

The following salutations, with their matching closures, are the ones most commonly used in the modern business letter:

Salutation                         Closure                                Comment

Dear Sir (s)                      yours faithfully        formal - used as standard practice.

Dear Madam

Dear Mr. Harris               yours sincerely         informal - used between persons

                                                                                    Known to each other, or where

                                                                                    There is a wish to dispense

                                                                                    With formality.

                                                Your truly is rather less formal than yours faithfully, but it is now little used except where there is a personal relationship, as between solicitors and clients, bankers and customers, doctors and patients.

7)      Signature and designation

Always sign your letters by hand and in ink. To “sign” with a rubber stamp is a form of discourtesy it suggests that the reader is not important enough to deserve the personal touch of an original signature

Because a signature is the distinguishing mark of the person who uses it, the same style must always be used. A signature must not carry a title; it must be the plain signature of the writer. Do not, for example, sign as Mr J.Platt or Professor R.Butler.  There is one exception to this: a woman writing to a stranger should indicate whether she is married or single and may do so by adding (Mrs.) or (miss) in brackets in front of her signature.

2.      Addressing Envelopes

The three important requirement of envelope addressing are accuracy, legibility and good appearance in that order. The role to be followed.

a)      Begin the first line about half way down the envelope, leaving at least 40 mm of clear space for the postmark.

b)      Type your correspondent’s name exactly as he uses it himself and be sure to spell it correctly

c)      Type in double line spacing using either the indented or the blocked form of layout.

d)     Don’t abbreviate such words as road, street, avenue. It more helpful to the post office when they are typed in full.

e)      Type the name of town in block capitals and add the name of the country or region in full, unless there is a recognized abbreviation for it and preferably on a separate line.

f)       In general the name of the country is necessary to facilitate sorting, but it may be omitted from address of large and well known cities and town.

g)      Where it is known, add the postcode on a separate line at the end

h)      Type such word as personnel and confidential in the bottom left hand corner.

B.     Letters promoting good will

1.      Business good letters

The following are example of ways in which good will can be built into the everyday business letter. The tone of the letters is courteous and friendly and the added touches of personal interest are certain to make a good impression.

It is a sign of personal interest when the writer adds the salutation and complimentary closure in his own handwriting.

1)      Letter with handwritten salutation and closure

Dear Mr. Jackson

I was very glad to learn that your work at the South Downs College of commerce has been recognized in that New Year honours list. At a time when commercial education is so much in the public eye, it gives us at the ministry great pleasure to learn of your OBE.

Yours smcevely

(Signed)

Gilbert flewing

The personal touch may sometimes take the form of a short final paragraph conveying a personal greeting.

2)     Letter with a short personal greeting

Dear Mr. Ellis

I am sorry not to have replied sooner to your letter of 25^th October about the book English and commercial correspondence, but my export director is way in the Lebanon and Syria and for the past two month I have had to deal with his work as well as my own. My correspondence has fallen behind as a result.

The question whether this book should be published in limp cloth are as a paperback is one I leave to my editorial director, who will no doubt be writing to you within the next day or two.

Kind regards and best wishes. I trust you are keeping well.

You’re sincerely

An even more personal note may be introduced in the form of a more lengthy final paragraph.

3)      Letter with an extended personal greeting

Dear Mr. Jenner

I have now had an opportunity to read the book you sent me for review. It presents a concise and very clear account of the new import regulations, with good examples of how they are likely to be applied.

I certainly think you should include the book in your recommended list for students preparing for your examination.

I remember that you will be spending your approaching summer holiday in the south of France and wish you good weather and a thoroughly enjoyable time.

You’re sincerely

To answer a letter on the day it is received creates a most favourable impression. If an early reply is not possible, write and acknowledge the letter at once. And acknowledgement in the form of a “receiving attention” post card is sometimes used, but a short, type letter explaining the delay is much more satisfactory and creates a much better impression.

4)      Letter explaining delayed reply

Dear Sir

I am sorry we cannot send you immediately the catalogue and price list for which you ask in your letter of 13^th March. Supplies are expected from the printers in two weeks’ time and as soon as we receive them we will send you a copy

You faithfully

It is sometimes necessary to refuse a request, or to convey unwelcome news. When this is so, think of the reader and prepare the way for his disappointment by a suitable opening paragraph.

5)      Letter conveying unwelcome news

Dear Mr. Foster

It was good of you to let the see you’re MS on English for Business Studies. I read it with interest and was impressed by the care and thoroughness with which you have treated the subject. I particularly like the clear and concise style of the MS and had we not quite recently published Practical English.

You’re sincerely

The following is another letter, in which the opening is used to prepare the reader for the rejection of his insurance claim.

6)      Letter disclaiming liability for loss

Dear Sir

When we received your letter of 23^rd November we sent a representative to inspect and report on the damage caused by the recent fire in your warehouse.

He has now submitted his report, which confirms your claim that the damage is extensive. He states, however, that a large proportion of the stock damage or destroyed was very old and some of it obsolete. We therefore regret that we cannot accept your figure of £15,00 as a fair estimate of the loss since it is based on the original cost of the goods.

Yours faithfully

One of the most important things a customer looks for is a spirit of friendliness in those with whom he seeks to do business here is a letter that is both helpful and friendly, the writer aims to interest his prospective customer.

7)      Supplier’s letter with a friendly tone

Dear Sir

Thank you for your letter of 12^th October. We are pleased to enclose the catalogue and price list you ask for. The catalogue is our latest and in its preparation neither trouble nor expense has been spared to make it both attractive and informative. Inside the front cover you will find particulars of our trade discounts.

May we suggest that the next time you are in Bristol you should allow us to show you over factory, where you would see for yourself the high quality of materials and workmanship put into our products. It would also enable you to become acquainted with all that is latest in fancy leather goods and to return with interesting and useful information for your customers.

Yours faithfully

If you have made a mistake or are in any way at fault, admit it freely and without excuses even gratefully. It would then be difficult for a customer to continue to feel a grudge against you.

8)      Letter regretting an oversight

Dear Mr. Wright

 I was very concerned when I received your letter of yesterday complaining that the central heating system in your new house has not been completed by the date promised.

I realize only too well the inconvenience my oversight must be causing you and will do everything possible to avoid any further delay. I have already given instruction for the work to have first priority and the engineers working on the job will be placed in overtime.

Yours sincerely

It is natural for customers to resent increases in prices of goods they have been accustomed to buy, especially when they feel the increases are unjustified. Much can be done to preserve good will by explaining clearly and convincingly the reasons for the increases as in the following letter.

9)      Letter regretting need to increase prices

Dear customer

Steadily rising prices over the past few years have been a matter of common experience and it will come to you as no surprise that our own costs have continued to rise with the general trend. Increasing world demand has been an important factor in raising the prices of imported raw materials, of which we are large users. A recent national wages award has added to our labour costs, increased still further by constantly rising overheads.

Until now we have been able to absorb. Rising costs by economies in other directions, but now that we can no longer do so. Increases in our prices are therefore unavoidable. The new prices will come into force on 1^st October and revised price lists are now being prepared. As soon as they are ready we shall be sending copies to all our customer.

You’re faithfully

When customers from abroad visit the supplier’s country, it is sound business practice to extend hospital and to give what help and advice are possible. The terms of letters offering hospitality must be sincere and friendly and leave the impression that their writer are genuinely anxious to be of service.

10)  Letter welcoming a visitor abroad

Dear Mr. Brandon

It was a pleasure to receive your letter of 24^th April and to learn that you are making plans for your Mr. Gelling to visit this country next July. We shall be very happy to welcome him and to do all we can t make his visit both enjoyable and successful.

I gather this will be Mr. Gelling’s first visit to England, in which case he will no doubt wish to see some of our principal places of interest. A suitable program is something we can discuss when he arrives. If he so wishes we can also introduce him to several firms with whom you may like to do business.

When the date of Mr. Gelling’s visit is settled, please let me know the time of his arrival here. I will then arrange to meet him at the airport and drive him to his hotel. You may be sure he will have a warm welcome.

Yours sincerely

A letter refusing a request for credit without causing offence one of the most difficult to write. Refusal will usually prompted by doubt the would be borrowers’s credit standing, but the letter must contain no suggestion of this. Other reasons for the refusal must be found and tactfully explained.

11)  Letter tactfully refusing a request for credit

Dear Mr. Wardle

We were glad you approached us with a view to placing an order and to learn that your new venture has got off to a good start.

The question of granting credit for newly established businesses is never an easy one. Not a few get into difficulties because they over commit themselves before they are thoroughly established and although we believe that your own business promises well, we feel it would be better for you to make your purchases on a cash basis for the full amount, may we suggest that you cut the size of your order, say by one half. Should you be willing to do this we will allow you a cash discount of 3 ½ percent as a special concession, in addition of course to our usual trade terms. At a later date, when your business is firmly established, we shall be very happy to welcome you as one of our credit customers. If you accept our suggestion, as we hope you will, we will arrange for the goods to be delivered to you in three days time.

Yours sincerely

EXERCISES

1.      A public school placed a large order with a firm of leading booksellers for an English textbook, to be delivered by the beginning of the new session. The books did not arrive and the headmaster is annoyed. Write giving a reason for the delay in terms likely to preserve the headmaster good will.

2.      J. Rowland and Co. Ltd. Have placed many large orders with you during the past twelve months and your relations with them have been very pleasant.

SPECIAL GOOD WILL LETTERS

The letters we have so far considered in this chapter have a two-fold aim:

                                i.            to do a specific job, such as providing information expressing regret and so on:

                              ii.            to promote good will

There are other letters, written for the one specific purpose of promoting a friendly feeling between the writer and his reader.

LETTERS OF THANKS

Businessmen have many opportunities for writing “thank you” letters t express appreciation and good will. They include:

                                i.            letters to new customers for a first order

                              ii.            letters to established customers for a particularly large order, or for regular business

                            iii.            letters to customers who pay their accounts prompt

                             iv.            letters to persons who give advice, or perform a service

Letters of this kind can be as brief and as simple as you like but they must express your appreciation with warmth and sincerity and make the reader feel that you really mean why you say and that you enjoy saying it.

12)  Letter of thanks for a first order

Dear sir

You will already have received formal acknowledgment of your order of 12^th July, but as this your first order with us, I feel I must write to tell you how pleased we were to receive it and to thank you for the opportunity you have given us to supply the goods you need.

I hope our handling of this order will lead to further business between us and to a happy and lasting association.

Yours faithfully

13)  Letter of thanks a large order

Dear Mr. Usher

I just want to write to you personally to say how very much we appreciate the unusually large order you placed with us yesterday and to thank you for your continued confidence in us.

We have always valued the happy working relationship that has existed over so many years between our two firms and shall do our best to maintain it.

Believe me, it is a great pleasure to serve you again.

Yours sincerely

14)  Letter of thanks for prompt settlement of accounts

Dear Mr. Watts

I must write to you to say how much we appreciate the promptness with which you have settled your accounts with us during the past year, especially as a number of them have been for very large suns. It has been of great help to us at a time when we ourselves have been faced with heavy commitments connected with the expansion our business. We hope you will continue to give us the opportunity to serve you.

Yours sincerely

The owner of a small factory has prepared a draft copy of a catalogue he propose to circulate to his customers.

15)  Letter of thanks for a service performed

Dear Mr. Armstrong

I received your letter of 30^th March this morning returning the draft of the catalogue we propose to send to our customers and wish to say at once how very grateful I am for all the trouble you have taken to examine the draft and comment on it such detail. Your suggestions will prove most helpful

I realize the value of time to a busy person like you and this makes me all the more appreciative of the time you have so generously

Yours sincerely

A letter of acknowledgment is necessary when you receive information for which yu have written.

16)   Letter of thanks for information received

Dear Mr. Webster

Thank you for your letter enclosing an account of the organization and work of your local trade association.

I am very grateful for the interest you have shown in our proposal to include details of your association in the next issue of the trade association year book and for your trouble in providing such an interesting account of your activities. Your account is sure to inspire and encourage associations in other area.

Yours sincerely

LETTERS OF CONGRATULATION

To write a letter of congratulation is one of the best ways to promote good will. The occasion may be a promotion, a new appointment, the award of an honour, the establishment of a new business, success in an examination, or even a marriage or a birthday

17)   Formal letter of congratulation upon a promotion

Dear Mr. Roberts

I am writing to convey my warm congratulations on your appointment to the board of electrical industries Ltd.

My follow directors and I are delighted that the many years of service you have given to your company should at last have been rewarded in this way and we join in sending you our very best wishes for the future.

Yours sincerely

18)   Informal letter of congratulation on the award of a public honour

Dear Charles

On looking through the canford times this morning I came across your name in the new year honours list and hasten to add my congratulations to the many you will be receiving.

The award will give pleasure to a wide circle of people who know you and your work. Your services to local industry and commerce over many have been quite outstanding and it is very gratifying to know that these have now been so suitably rewarded.

Warm regards and best wishes

Yours as ever

Norman dee

Courtesy requires that letters of congratulation should ne acknowledge. In most cases in business a short, formal acknowledgment is all that is necessary.

19)   Letter acknowledging congratulations

Dear Mr. Fleming

Thank you for your letter conveying congratulations on the award of my OBE

I am of course happy that anything I may have been able to do for commercial education my limited field should have been rewarded by a public honour, but at the same time I regard the award as being less of a tribute to me personally than to the work of my college as a whole work in which I have always enjoyed the illing help and support of many colleagues.

Yours sincerely

Harold Jackson

LETTERS OF CONDOLENCE AND SYMPATHY

Letters of condolence are among the most difficult of all letters to write. There can be no set pattern since so much depends on the writers relationship with thw person he is writing to and how well he knows him. Letters of this kind should not be typed but handwritten throughout to show the writes special consideration for his reader.

Write your letter immediately you learn the news. Say what you sincerely feel and express your sympathy in simple words that are warm and convincing.

20)   Letter of condolence to a customer

Dear Mr. Keer

I have just learned with deep regret of the death of your wife.

There is not much one can say at a time such as this, but those of us at Simpsons was have dealt with you would like you to know that you have our sincere sympathy in your bereavement.

Please count us among those who share your sorrow at this sad time.

Your sincerely.

21)   Letter of condolence to a business associate

EXAMPLE 1

Dear Mr.  Andersor

We were distressed to read in the times this morning that your chairman had died and I am writing at once to express our deep sympathy.

I had the privilege of knowing sir james for many years and always regarded him as personal friend. By his untimely passing our industry has lost one of its ablest leaders. We at Johnson recall his many kindnesses and it was always a pleasure to do business with him. He will be greatly missed by all who knew him and had dealings with him.

Please convey our sympathy to lady Langley and her family.

Yours very sincerely

EXAMPLE 2

Dear Mr. Dawson

I was deeply sorry to learn of Mr. Mayson’s death. Coming as it did so soon after receiving your greeting card, bearing his well-known signature, the news shocked me.

I well remember his love for his dog, and the sense of pride with which he always occupied the chair presented by pitfield’s to his father and, too, his sense of fun-as when he framed a £ 1.00 note won from his staff in some sort of wager. These all go to show the kind of humane person he was. To deal with him was always a happy experience. He will be greatly missed, not only by those of you who worked closely with him, but also by many of us whose books he has sponsored.

Yours sincerely

22)   Letter of condolence to a neighbor

Dear Mr. Mc Dermott

It was not until late last night that we learned of your husband’s tragic death. Coming as it did without warning it must have been a great shock to you and I just want to say how very sorry we are and to send your sincere sympathy.

If there is any way in which either my wife or I can be of any help, either now or later, do please let us know. We shall be only too glad to do anything we can.

Yours sincerely

23)   Letter of condolence to a friend

Dear henry

I feel it is almost an intrusion to write to you at a time like this, but I must tell you how deeply sorry we were at the news of Margaret’s passing.

She was a very dear friend and we shall greatly miss her cheerful can look at life, her generous nature and her. Feeling for anyone in need of help, but above all

24)   Letter of sympathy to a business associate

Dear Mr. Braser

I  was very sorry to learn when I called at your office yesterday that you had been in a plane accident on your way home from Beirut, but equally relieved to learn that you are now making good progress and likely to be back at work again in a few weeks’ time.

I had a long talk with your Mr. Carson and was glad to learn of your rising export orders. I expect to be in Leicester again in a month’s time, when I shall call on you. Mean-while, I hope you will continue to make good progress.

You’re sincerely

You will naturally wish to acknowledge letters of the kind illustrated in this section. Like the letters themselves, acknowledgments need only be short, but they must show that you are genuinely moved by the warm and convincing expressions of sympathy you have received.

CHAPTER III

CONCLUSION

The modern business letter is nearly always typed. It has long been customary to set it out in the indented style, but now the blocked style has come to be much more widely used than before because it is claimed, it saves typing time.

The business letter consists of seven principal parts: (1) the letterhead, (2) the date, (3) the inside name and address, (4) the salutation, (5) the message, (6) the complimentary closure and (7) the writer’s signature and official position.

The tone of the letters is courteous and friendly and the added touches of personal interest are certain to make a good impression.