LET

1
LETS TALK BUSINESSTim Farmer, Co-Owner,
Computerland of Paducah, Kentucky

• As business owner, I am faced with a difficult
  customer from time to time. The old saying in the
  retail industry is the customer is always
  right. Sometimes, however, it seems impossible
  to satisfy customers.
• No matter what action or method the business
  takes, it is never enough to please some
  customers. No matter what the circumstances, when
  the business or the customer is unhappy, the
  business stands at a crossroads with a difficult
  decision. Do you continue to do all that you can
  to try to accommodate a customer at any cost? Or,
  do you decide to end the relationship?
• Negative messages are always the most difficult
  correspondence to write. If written properly,
  however, your image and your companys image will
  remain a positive one.

2
The Indirect Plan for Negative Messages

• Opening Buffer
• The Logical Explanation
• Constructive Follow-Up
• Friendly Close

3
The Indirect Plan for Negative Messages

• I. THE OPENING BUFFER
• Provide coherence.
• Build goodwill.
• Be positive.
• Maintain neutrality.
• Introduce the explanation.

4
The Indirect Plan for Negative Messages(continue
d)

• II. THE LOGICAL EXPLANATION
• Relate to opening buffer.
• Present convincing reasoning.
• Stress reader interests/benefits.
• Use de-emphasis techniques.
• Be positive.
• THE NEGATIVE INFORMATION
• Give negative information explicitly in the last
  sentence of paragraph 2.
• Avoid an apology.

5
The Indirect Plan for Negative Messages(continue
d)

• III. The Constructive Follow-Up
• Provide alternative solution.
• Give additional reasoning.
• IV. The Friendly Close
• Build goodwill.
• Personalize the close.
• Stay off negative subject.
• Be warm.
• Be optimistic.

6
Examples of Using Indirect Plan for Negative
Messages

• Request Refusals
• Adjustment Refusals
• Credit Refusals
• Unsolicited Negative Messages

7
Adjustment Refusal with Constructive Follow-Up

• Dear Mr. Nakabule
• Your recent purchase of 100 health magnets for
  use in shoes to reduce back pain is appreciated.
  You have chosen the best high-quality magnets for
  health benefits for your customers.
• These magnets were cut specifically to your
  measurements. Once the magnets have been cut,
  they are of no value to another customer or to
  us. Because of this reason, we cannot offer you a
  refund.
• As an alternative for future orders, you may wish
  to look at our new adjustable magnets that can be
  used in your products. Please access our Web site
  at http//www.magnet.com for additional facts.
• Thank you for your business. We look forward to
  working with you in the future.
• Sincerely,

8
Adjustment Refusal without Constructive Follow-Up

• Dear Anthony
• Thank you for applying to The Walt Disney Studies
  Program for 2006.
• The response to the Program has surpassed our
  expectations, and the quantity of worthy
  submissions has far exceeded the limited number
  of available positions. As a result, we are
  unable to offer you an internship position.
• We appreciate your interest and wish you the best
  of luck in all of your future endeavors.
• Sincerely,