商務英語寫作-chapter-8PPT優(yōu)秀課件

1、高等學校英語拓展系列教程高等學校英語拓展系列教程 主 編：胡英坤 車麗娟 外語教學與研究出版社外語教學與研究出版社 1 Chapter 8 Persuasive Claims and Refusals 說服性索賠與拒絕函 2 Chapter Contents of this chapter I. Introduction 8 Persuasive Claims and Refusals II. Sample Analysis III. Sample Contrast IV. Useful Patterns and Sentences 3 Chapter I. Introduction 1. P

2、ersuasive claims 8 Persuasive Claims and Refusals 2. Refusals 4 Chapter 8 1. Persuasive claims Persuasive claims do not begin by asking for an adjustment directly because they aim to influence the reader who is inclined to refuse the request and depend heavily on strategic planning. By persuasion, w

3、e mean reasoning with the reader presenting facts logically that support your case. Persuasive Claims and Refusals 5 Persuasive Claims Instructions Provide a smooth transition from the opening sentence. Then follow the necessary background information for the claim. Tell exactly what the problem is

4、in a neutral and courteous tone. Ask specifically and confidently for a specific request. 6 Chapter 8 Begin the claim letter with a compliment, and follow it with a statement of the problem or a brief review of actions you have taken to resolve the problem. Present facts to prove your claim is valid

5、 and explain why the company is responsible for the problem. Close by telling the reader exactly how you want the problem to be solved. Make the request clear. Follow the following steps in writing: 1. Persuasive claims Persuasive Claims and Refusals 7 on page 112 A persuasive claim on poor service

6、of a hotel Sample 8 Exercise Group Discussion 9 Ex I on p121 Point out the problems Problems: Begin directly, revealing the writers anger and dissatisfaction Fail to describe who, when and where this unhappy incident happened Didnt mention the solution 10 Improved version Dear Mr. Green: I have been

7、 a customer of your department store for the last 10 years and have always been very happy with the service. However, when I visited the Ladies Department around noon Sunday, April 18, one of your assistants, Sandy Williams, was very unprofessional. When I asked for help she continued talking to her

8、 colleague. Eventually she said abruptly, “youll have to be quick. Im due for my break soon!” 11 This is not the sort of service that I have come to expect from the staff of your department store, and I hope you will investigate this matter. I look forward to your prompt reply. Yours sincerely, Lind

9、a 12 Chapter 8 2. Refusals Refusal of a request is definitely bad news. Therefore, things should not be said directly. In a refusal letter, you have two goals: one is to say no, and the other is to maintain a good relationship with the customer. Persuasive Claims and Refusals 13 Chapter 8 Begin with

10、 words that indicate to which problem you are making a response. You should use some buffers before the bad news. Explain why you refuse the request politely. Try to explain things from the customers point of view. Refuse politely. End with words expressing the willingness for future business cooper

11、ation. Follow the following steps in writing: 2. Refusals Persuasive Claims and Refusals 14 Useful patterns on p118-120 Beginning Refusal Indirect refusal Ending 15 samples from page 111 16 Chapter 8 Agreement: Find a point which you and the reader share similar views. Example: We both know how hard

12、 it is to make a profit in this industry. Appreciation: Express sincere thanks for receiving something. Example: Your check for $127.17 arrived yesterday. Thank you. IV. Useful Patterns and Sentences Beginning: buffers Persuasive Claims and Refusals 17 Chapter 8 Cooperation: Convey your willingness

13、to help in any way you realistically can. Example: Employee service is here to smooth the way for those who work to achieve the companys goals. IV. Useful Patterns and Sentences Beginning: buffers Persuasive Claims and Refusals 18 Chapter 8 Fairness: Assure the reader that youve closely examined and

14、 carefully considered the problem, or mention an appropriate action that has already been taken. Example: For the past week, we have carefully monitored those using the photocopying machine to see whether we can detect any pattern of use that might explain its frequent breakdowns. IV. Useful Pattern

15、s and Sentences Beginning: buffers Persuasive Claims and Refusals 19 Chapter 8 Good news: Start with favorable message. Example: A replacement knob for your range is on its way, shipped on February 10 via UPS. Praise: Find an attribute or an achievement to compliment. Example: Your rsum shows an adm

16、irable breadth of experience, which should serve you as well as your progress in your career. IV. Useful Patterns and Sentences Beginning: buffers Persuasive Claims and Refusals 20 Chapter 8 Understanding: Demonstrate that you understand the readers goals and needs. Example: We are enclosing a broch

17、ure that describes all the Olsen typewriters currently available so that you can more easily find the typewriter with the features you need. IV. Useful Patterns and Sentences Beginning: buffers Persuasive Claims and Refusals 21 Chapter 8 Resale: Favorably discuss the product or company related to th

18、e subject of the letter. Example: With their heavy-duty, full-suspension hardware and file cabinets in our Montclair line have become a hit with many value-conscious professionals. IV. Useful Patterns and Sentences Beginning: buffers (additional) Persuasive Claims and Refusals 22 Chapter 8 We unders

19、tand your concern about the. As always, we are willing to do as much as we reasonably can to make things right. 我們理解貴方對的關(guān)注。我們將一如既往 地盡量把事情合情合理地辦好。 IV. Useful Patterns and Sentences Refusal Persuasive Claims and Refusals 23 Chapter 8 You were right in assuming that. We are always interested in doing w

20、hatever we can to make our sales satisfactory. 貴方認為是對的。我們定會一如既往地盡 一切努力使我們的銷售令客戶滿意。 IV. Useful Patterns and Sentences Refusal Persuasive Claims and Refusals 24 Chapter 8 Your order and request are sincerely appreciated. We are always grateful for the opportunity of serving you in the best way we can.

21、 感謝貴方的訂貨和要求。能竭誠為貴方服務，我方感激不 盡。 IV. Useful Patterns and Sentences Refusal Persuasive Claims and Refusals 25 Chapter 8 II. Sample Analysis Letter B: A refusal letter Dear Dear MrMr. Kelly:. Kelly: We We sincerely appreciate your interest in an account with sincerely appreciate your interest in an accou

22、nt with our company.our company. Whenever Whenever we can, we are always willing to serve you.we can, we are always willing to serve you. In In determining what we can do for you regarding your June 8 request for determining what we can do for you regarding your June 8 request for credit, we made th

23、e routine checks you authorized. The information we have credit, we made the routine checks you authorized. The information we have received permits us to serve you only as a cash customer. But as you know, received permits us to serve you only as a cash customer. But as you know, cash buying here a

24、t cash buying here at our our discount prices can make a very real saving for your discount prices can make a very real saving for your budget.budget. We We hope to see you in the store again very soon, and we look forward to the hope to see you in the store again very soon, and we look forward to t

25、he opportunity of serving you.opportunity of serving you. SincerelySincerely, Simon Simon SmithSmith Credit Manager Credit Manager Persuasive Claims and Refusals 26 Chapter 8 II. Sample Analysis 1. What is the purpose of this letter? 2. How do the author arrange the body of the letter? 3. How does t

26、he author end the letter? 4. Can you sum up the writing principle of refusal letters? Key: 1. The letter refuses the request. 2. It explains why the request is refused. 3. It ends with words expressing willingness for further business cooperation. 4. The refusal letters do not begin by asking for an

27、 adjustment. Questions for comprehension: Persuasive Claims and Refusals 27 Chapter 8 II. Sample Analysis 8. Is the tone of each letter polite and considerate? 9. Does each letter present clearly its explanation? 10. Whats your impression of these letters? Key: 8. Yes, it is polite and considerate.

28、9. Yes, each letter presents clearly its explanation. 10. Open. Additional questions for comprehension: Persuasive Claims and Refusals 28 Chapter 8 The best we can do is. 我們最大程度上能做的是。 . permit us to serve you only as a cash customer. 使我們只能按現(xiàn)金客戶來為您提供服務。 We feel at this time you will be acting in your

29、 own best interest by. 我們認為此時最有利于您的做法是 IV. Useful Patterns and Sentences Indirect refusal Persuasive Claims and Refusals 29 Chapter 8 We must consider the sale final. 我們認為不能退換。 In view of this explanation, you will understand why we must stand by our guarantee policy in this case. 鑒于以上解釋，您將會理解為什么在這種

30、情況下我們必 須遵守我們的保修政策。 IV. Useful Patterns and Sentences Indirect refusal Persuasive Claims and Refusals 30 Chapter 8 Thank you for this opportunity to explain. We shall continue to work hard to provide you with the service you have a right to expect. 感謝您給我們解釋的機會。我們將繼續(xù)努力工作，為您提 供您期望得到的服務。 We hope to see

31、you again in the store, and we look forward to the opportunity of serving you. 希望您再次光臨本店, 希望有機會為您服務。 IV. Useful Patterns and Sentences Ending Persuasive Claims and Refusals 31 Chapter 8 We are always pleased to do business with your organization and will continue to serve you with quality industrial

32、 equipment. 非常高興與貴方開展業(yè)務合作。我方將繼續(xù)為貴方提供 高質(zhì)量的工業(yè)設(shè)備。 So, whenever it is convenient, please come by and let us. 因此，敬請在方便的時候光臨，我們可以 We wish you the best in enjoying. 希望您盡情享用 IV. Useful Patterns and Sentences Ending Persuasive Claims and Refusals 32 Homework Ex II on p 121-122 A & B 33 Chapter 8 Dear Sir/Mad

33、amDear Sir/Madam： I I am writing to complain about how I was treated when I visited your store a am writing to complain about how I was treated when I visited your store a few days ago.few days ago. When When I asked the I asked the salesclerk salesclerk for for help, she help, she ignored me and co

34、ntinued gossiping ignored me and continued gossiping with a colleague. When I interrupted them they both seemed unhappy and with a colleague. When I interrupted them they both seemed unhappy and stared at me. When I persisted , one stared at me. When I persisted , one salesclerk salesclerk offered s

35、ome assistance very offered some assistance very rudely. rudely. A And nd when I when I asked specific questions, asked specific questions, she said , “Youll have to be she said , “Youll have to be quick. Im quick. Im due for my break soon”due for my break soon” I I have been a customer of this stor

36、e for 10 have been a customer of this store for 10 years, years, but it is obvious that your but it is obvious that your customer service policy leaves a lot to be customer service policy leaves a lot to be desired. Otherwise, the salesclerk desired. Otherwise, the salesclerk would would not have da

37、red to be so rude. Under not have dared to be so rude. Under such circumstances such circumstances I shall be I shall be taking my business elsewhere in future.taking my business elsewhere in future. Yours faithfully,Yours faithfully, LindaLinda Open. Open. n Exercise: improve the letter Persuasive

38、Claims and Refusals 34 Chapter 8 II. Sample Analysis Letter A: A persuasive claim Dear Sir/MadamDear Sir/Madam: : SUBJECTSUBJECT: CODE-A-PHONE MODEL 100S: CODE-A-PHONE MODEL 100S Your Your Code-A-Phone Model 100S answering unit came well recommended. Code-A-Phone Model 100S answering unit came well

39、recommended. We We purchased purchased three for different departments in our business.three for different departments in our business. After After the three units were unpacked and installed, we discovered a problem. the three units were unpacked and installed, we discovered a problem. Apparently o

40、ur office fluorescent Apparently our office fluorescent lights interfere with lights interfere with the electronics in the electronics in these units. When the lights are on, heavy static interrupts every telephone these units. When the lights are on, heavy static interrupts every telephone call. Wh

41、en the lights are off, the static disappears.call. When the lights are off, the static disappears. We cannot We cannot replace the fluorescent lights, so we tried to return the Code-A-replace the fluorescent lights, so we tried to return the Code-A- Phones to the place of purchase (Office Mart, 2560

42、 Haslett Phones to the place of purchase (Office Mart, 2560 Haslett Road, Road, Lansing, Lansing, MI48901MI48901). A ). A salesperson inspected the units and said they could not be salesperson inspected the units and said they could not be returned since they were not defective and they had been use

43、dreturned since they were not defective and they had been used. (To be continued) Persuasive Claims and Refusals 35 Chapter 8 II. Sample Analysis Letter A: A persuasive claim (Continued) Because Because the descriptive literature and instructions for the Code-A-Phones the descriptive literature and

44、instructions for the Code-A-Phones say nothing about avoiding use in rooms with fluorescent say nothing about avoiding use in rooms with fluorescent lights, lights, we we expected no trouble. We were quite disappointed that this expected no trouble. We were quite disappointed that this wellengineere

45、d wellengineered unitswith the time/date unitswith the time/date stamp, room stamp, room monitor and monitor and auto-dial auto-dial featuresfeatures failed failed to perform as we hoped to perform as we hoped they they would.would. If If you have a model with similar features that would work in our

46、 offices, you have a model with similar features that would work in our offices, give me a call. Otherwise, please authorize the return of these units and give me a call. Otherwise, please authorize the return of these units and refund the purchase price of $refund the purchase price of $519.45 (519

47、.45 (see enclosed invoice). We are see enclosed invoice). We are confident that a manufacturer with your reputation for excellent products confident that a manufacturer with your reputation for excellent products and and services will services will want to resolve this matter quickly.want to resolve

48、 this matter quickly. Yours Yours s sincerelyincerely, Brent W. BarryBrent W. Barry PresidentPresident Persuasive Claims and Refusals 36 Chapter 8 II. Sample Analysis Letter B: A refusal letter Dear Dear MrMr. Kelly:. Kelly: We We sincerely appreciate your interest in an account with sincerely appre

49、ciate your interest in an account with our company.our company. Whenever Whenever we can, we are always willing to serve you.we can, we are always willing to serve you. In In determining what we can do for you regarding your June 8 request for determining what we can do for you regarding your June 8

50、 request for credit, we made the routine checks you authorized. The information we have credit, we made the routine checks you authorized. The information we have received permits us to serve you only as a cash customer. But as you know, received permits us to serve you only as a cash customer. But

51、as you know, cash buying here at cash buying here at our our discount prices can make a very real saving for your discount prices can make a very real saving for your budget.budget. We We hope to see you in the store again very soon, and we look forward to the hope to see you in the store again very

52、 soon, and we look forward to the opportunity of serving you.opportunity of serving you. SincerelySincerely, Simon Simon SmithSmith Credit Manager Credit Manager Persuasive Claims and Refusals 37 Chapter 8 II. Sample Analysis 1. What is the purpose of each letter? 2. How do the authors arrange the b

53、ody of the two letters? Key: 1. The first letter aims to tell the reader why the company is responsible and how the writer wants the problem to be solved. The second refuses the request. 2. The first letter presents facts to prove the claim is valid. The second explains why the request is refused. Q

54、uestions for comprehension: Persuasive Claims and Refusals 38 Chapter 8 II. Sample Analysis 3. How do the authors end the two letters? 4. Can you sum up the writing principles of persuasive claims and refusal letters? Key: 3. The first letter is closed by a clear request. The second ends with words

55、expressing willingness for further business cooperation. 4. Both persuasive claims and refusal letters do not begin by asking for an adjustment. Questions for comprehension: Persuasive Claims and Refusals 39 Chapter 8 II. Sample Analysis 5. What kind of order does the persuasive claim letter follow?

56、 6. How does the author of persuasive begin the letter? 7. Does the claim clearly state the problems? Key: 5. It follows the indirect order. 6. The author begins the letter with a compliment. 7. Yes, it clearly states the problems. Additional questions for comprehension: Persuasive Claims and Refusa

57、ls 40 Chapter 8 II. Sample Analysis 8. Is the tone of each letter polite and considerate? 9. Does each letter present clearly its explanation? 10. Whats your impression of these letters? Key: 8. Yes, it is polite and considerate. 9. Yes, each letter presents clearly its explanation. 10. Open. Additi

58、onal questions for comprehension: Persuasive Claims and Refusals 41 Chapter 8 III. Sample Contrast A refusal of a claim on refund Poor Dear Dear Wanda R. Wanda R. Goldman:Goldman: We We have got your letter and after careful investigation, we decided that it is have got your letter and after careful

59、 investigation, we decided that it is not reasonable for us to reimburse the $not reasonable for us to reimburse the $1,000 1,000 you asked for in your letteryou asked for in your letter. We are sorry that you did not use some of the service we rendered during We are sorry that you did not use some

60、of the service we rendered during your recent meeting. But it doesnt mean we didnt provide it. Our brochure your recent meeting. But it doesnt mean we didnt provide it. Our brochure doesnt indicate that the exercise room is inside the hotel. You should have doesnt indicate that the exercise room is