說服性索賠與拒絕函-圖文

說服性索賠與拒絕函_圖文.pptPersuasiveclaimsAsmentionedinChapter7,claimlettersareoftenroutinebecausethebasisfortheclaimisaguaranteeorsomeassurancethatanadjustmentwillbemadewithoutneedofpersuasion.However,whenanimmediateremedyisdoubtful,persuasionisnecessary.Unlikeroutineclaimletters,persuasiveclaimsdonotbeginbyaskingforanadjustment.Persuasionismuchmorethansimplyaskingsomebodytodosomething.Informalterms,it’saprocessofchangingpeople’sattitudeorinfluencingtheiractions,eitherimmediatelyoratsometimeinthefuture.Becausepersuasiveclaimsaimtoinfluenceanaudiencethatisinclinedtoresist,theydependheavilyonstrategicplanning.Bypersuasion,wemeanreasoningwiththereader---presentingfacts,andlogicthatsupportyourcase.Inthisapproachweshouldgenerallyfollowtheindirectplan.▼Openwiththewordsthat1)setupthestrategy,and2)gainattention.Beginwithacompliment,pointofagreement,statementoftheproblemorbriefreviewofactionyouhavetakentoresolvetheproblem.▼Presentidentifyingfactstoproveyourclaimisvalid;explainwhythereceiverisresponsible,usingpersuasivelanguageandyou-view-point.▼Closebytellingexactlywhatyouwantdone.Maketherequestclearly.RefusalsRefusalofarequestisdefinitelyabadnewsmessage;therefore,anindirectorderispreferred.Intherefusalletter,youhavetwogoals.Themainoneistosayno;theotheristomaintaingoodwill.Youcouldachievethefirstgoalbysimplysaying“no”plainlyanddirectly.Maintaininggoodwill,however,requiresmore.Thefollowinggeneralpatternwillhelpyoubetterhandlethetasks.

▼.Beginwithwordsthatindicateresponsetotherequestandareneutralastotheanswer,andsetupthestrategy.Youshouldusesomebuffersbeforethebadnews.▼Presentyourjustificationorexplanation,usingpositivelanguageandyou-viewpoint.▼Refusepositively.▼Endwithadapted,goodwillcomment.

LetterA

PersuasiveClaimsDearSirorMadam:SUBJECT:CODE-A-PHONEMODEL100SYourCode-A-PhoneModel100Sansweringunitcamewellrecommended.Welikedourneighbor’sunitsowellthatwepurchasedthreefordifferentdepartmentsinourbusiness.Afterthethreeunitswereunpackedandinstalled,wediscoveredaproblem.Apparentlyourofficefluorescentlightinginterfereswiththeelectronicsintheseunits.Whenthelightsareon,heavystaticinterruptseverytelephonecall.Whenthelightsareoff,thestaticdisappears.Wecan’treplacethefluorescentlights,sowetriedtoreturntheCode-A-Phonestotheplaceofpurchase(OfficeMart,2560HaslettAvenue,Lansing,MI48901).Asalespersoninspectedtheunitsandsaidtheycouldnotbereturnedsincetheywerenotdefectiveandtheyhadbeenused.BecausethedescriptiveliteratureandinstructionsfortheCode-A-Phonessaynothingaboutavoidinguseinroomswithfluorescentlighting,weexpectednotrouble.Wewerequitedisappointedthatthiswell--engineeredunit---withitstime/datestamp,roommonitor,andauto-dialfeatures---failedtoperformaswehopeditwould.Ifyouhaveamodelwithsimilarfeaturesthatwouldworkinouroffices,givemeacall.Otherwise,pleaseauthorizethereturnoftheseunitsandrefundthepurchasepriceof$519.45(seeenclosedinvoice).Weareconfidentthatamanufacturerwithyourreputationforexcellentproductsandservicewillwanttoresolvethismatterquickly.Yourssincerely,BRENTW.BARRY,PRESIDENTEnclosureLetterB

CreditRefusalLetterDearMr.Sands:WesincerelyappreciateyourinterestinanaccountwithWhite-Horton&Company.Wheneverwecan,wearealwayswillingtoserveyou.IndeterminingwhatwecandoforyouregardingyourJune8requestforcredit,wemadetheroutinechecksyouauthorized.Theinformationwehavereceivedpermitsustoserveyouonlyasacashcustomer.Butasyouknow,cashbuyinghereatWhite-Horton’sdiscountpricescanmakeaveryrealsavingforyourbudget.Wehopetoseeyouinthestoreagainverysoon,andwelookforwardtotheopportunityofservingyou.Sincerely,SimonWinchCreditManagerQuestionsforComprehension1.Whatkindoforderdoesthepersuasiveclaimletterfollow?2.Howdoestheauthorofpersuasivebeginhis/herletter?3.Doestheclaimclearlystatetheproblems?4.Howdoeseachauthorarrangethebodyofhis/herletter?5.Isthetoneofeachletterpoliteandconsiderate?6.Howdoeseachauthorendhis/herletter?7.What'sthepurposeoftherefusal?8.Doeseachletterpresentclearlyitsexplanation?9.What'syourimpressionoftheseletters?10.Sumuptherequirementsforwritingapersuasiveclaimandarefusal.PersuasiveClaimOpeningItisbelievedthatalong–standinggoodwillandhigh–qualityservicearethemainsourceofahotel’sprosperity.(1.指出旅店業(yè)繁榮的源泉。)AndersonHousehasconstantlybeenrankedasoneofNewYork’stophotels,enjoyingahighreputationforitsexcellentserviceinthisregion.(2.贊揚(yáng)對(duì)方的聲譽(yù)。)Sixmonthsago,whenthedigitalcamcorderproducedbyScanscopewasshowedinacomputerstoreinourtown,Iwassoimpressedbyitsinnovativeandattractiveappearanceandreasonableprice.Especiallyintriguingtomewasitsfunctionswhichwereexactlysuitableforme.（1.敘述購(gòu)買經(jīng)歷,贊揚(yáng)產(chǎn)品性能。）

Refusal

WeunderstandyourconcernaboutthesoftwareModel4050youmentionedinyourletterofMay6.(1.提及所復(fù)信函。)Wearewillingtodoasmuchaswereasonablycantomakethingsright.(2.為拒絕鋪墊。)EverycustomerhasarighttoexpectthebestproductandservicefromCaringPlasticMaterial.EveryCaringmaterialistheresultofyearsofexperimentation.（1.提及人們對(duì)本產(chǎn)品的共同期望，以及本產(chǎn)品的可靠質(zhì)量保證。）Contrast1.PersuasiveClaimforRefund

PoorDearMr.Michaela:Pleasereimburseus$1,000forservicenotrenderedatourrecentmeetingatyourresort.(1.要求對(duì)方索賠。)Improved

DearMr.Michaela:Phoenixandourcompany,Pigeonaremuchalike:Webothgivecustomersatasteoflifeandemphasizetotalcustomerwell-being.Bothofusareprovidingaestheticpleasureandphysicalfitness---Pigeonwithhealthymenuchoices,Phoenixwithanexerciseroomforresortguests.(1.指出雙方共識(shí),提示對(duì)方遵守服務(wù)宗旨對(duì)公司的重要性。)2.RefusalofClaimforRefundPoorDearWandaR.GoldmanWehavegotyourletterandaftercarefulinvestigation,wedecidedthatitisnotreasonableforustoreimbursethe$1000youaskedforinyourletter.（1.拒絕理賠。）ImprovedDearWandaR.Goldman:Givingcustomersatasteoflifeandemphasizingtotalcustomerwell-beingisPhoenix’smissionofbusiness.(1.闡述公司的服務(wù)宗旨。)Weprovideresortguestswithanexerciseroomsothatourguestscanenjoytheaestheticpleasureandphysicalfitnesswhiletheyarehere.(2.說明遵循公司宗旨提供的服務(wù)。)II.UsefulSentencePatterns1.BeginningTypesofbuffersforrefusalBUFFERAgreement:FindapointwhichyouandthereadersharesimilarviewsWebothknowhowharditistomakeaprofitinthisindustryAppreciation:ExpresssincerethanksforreceivingsomethingYourcheckfor$127.17arrivedyesterday.Thankyou.Cooperation:Conveyyourwillingnesstohelpinanywayyourealisticallycan.EmployeeServicesisheretosmooththewayforthosewhoworktoachievethecompany’sgoals.Fairness:Assurethereaderthatyou’vecloselyexaminedandcarefullyconsideredtheproblem,ormentionanappropriateactionthathasalreadybeentaken.Forthepastweek,wehavecarefullymonitoredthoseusingthephotocopyingmachinetoseewhetherwecandetectanypatternofusethatmightexplainitsfrequentbreakdowns.Goodnews:Startwiththepartofyourmessagethatisfavorable.Areplacementknobforyourrangeisonitsway,shippedFebruary10viaUPS.Praise:Findanattributeoranachievementtocompliment.Yourresumeshowsanadmirablebreadthofexperience,whichshouldserveyouaswellasyourprogressinyourcareer.Resale:Favorablydiscusstheproductorcompanyrelatedtothesubjectoftheletter.Withtheirheavy-duty,full-suspensionhardwareandfilecabinetsinourMontclairlinehavebecomeahitwithmanyvalue-consciousprofessionals.Understandings:Demonstratethatyouunderstandthereader’sgoalsandneeds.Sothatyoucanmoreeasilyfindthetypewriterwiththefeaturesyouneed,weareenclosingabrochurethatdescribesalltheOlsentypewriterscurrentlyavailable.2.Refusal1) Weunderstandyourconcernaboutthe....Asalways,wearewillingtodoasmuchaswereasonablycantomakethingsright.我們非常理解您對(duì)……的關(guān)注。我們將一如既往盡最大努力把事情辦好。2) Youwererightinassumingthat....Wearealwaysinterestedindoingwhateverwecantomakeoursalessatisfactory.您認(rèn)為……是對(duì)的。我們定會(huì)盡一切努力使我們的銷售令客戶滿意。3) Yourorderandrequestaresincerelyappreciated.Wearealwaysgratefulfortheopportunityofservingyouinthebestwaywecan.感謝您的訂貨和要求。為有機(jī)會(huì)盡我們所能為您服務(wù)不勝感激。3. Indirectrefu