说服性索赔与拒绝函

1、Chapter 8 Chapter 8 Persuasive Claims and Refusals Persuasive Claims and Refusals 说服性索赔与拒绝函说服性索赔与拒绝函Persuasive claimsPersuasive claimsAs mentioned in Chapter 7, claim letters are often routine because the basis for the claim is a guarantee or some assurance that an adjustment will be made without ne

2、ed of persuasion. However, when an immediate remedy is doubtful, persuasion is necessary. Unlike routine claim letters, persuasive claims do not begin by asking for an adjustment. Persuasion is much more than simply asking somebody to do something. In formal terms, its a process of changing peoples

3、attitude or influencing their actions, either immediately or at some time in the future. Because persuasive claims aim to influence an audience that is inclined to resist, they depend heavily on strategic planning. By persuasion, we mean reasoning with the reader -presenting facts, and logic that su

4、pport your case. In this approach we should generally follow the indirect plan.Open with the words that 1) set up the strategy, and 2) gain attention. Begin with a compliment, point of agreement, statement of the problem or brief review of action you have taken to resolve the problem. Present identi

5、fying facts to prove your claim is valid; explain why the receiver is responsible, using persuasive language and you-view-point.Close by telling exactly what you want done. Make the request clearly. Refusals Refusals Refusal of a request is definitely a bad news message; therefore, an indirect order

6、 is preferred. In the refusal letter, you have two goals. The main one is to say no; the other is to maintain goodwill. You could achieve the first goal by simply saying “no” plainly and directly. Maintaining goodwill, however, requires more. The following general pattern will help you better handle

7、 the tasks. .Begin with words that indicate response to the request and are neutral as to the answer, and set up the strategy. You should use some buffers before the bad news. Present your justification or explanation, using positive language and you-viewpoint.Refuse positively.End with adapted, goo

8、dwill comment. Letter ALetter A Persuasive Claims Persuasive Claims Dear Sir or Madam: SUBJECT: CODE-A-PHONE MODEL 100SYour Code-A-Phone Model 100S answering unit came well recommended. We liked our neighbors unit so well that we purchased three for different departments in our business.After the th

9、ree units were unpacked and installed, we discovered a problem. Apparently our office fluorescent lighting interferes with the electronics in these units. When the lights are on, heavy static interrupts every telephone call. When the lights are off, the static disappears.We cant replace the fluoresc

10、ent lights, so we tried to return the Code-A-Phones to the place of purchase (Office Mart, 2560 Haslett Avenue, Lansing, MI48901).A salesperson inspected the units and said they could not be returned since they were not defective and they had been used.Because the descriptive literature and instruct

11、ions for the Code-A-Phones say nothing about avoiding use in rooms with fluorescent lighting, we expected no trouble. We were quite disappointed that this well-engineered unit-with its time/date stamp, room monitor, and auto-dial features-failed to perform as we hoped it would.If you have a model wi

12、th similar features that would work in our offices, give me a call. Otherwise, please authorize the return of these units and refund the purchase price of $519.45(see enclosed invoice). We are confident that a manufacturer with your reputation for excellent products and service will want to resolve

13、this matter quickly.Yours sincerely,BRENT W. BARRY, PRESIDENTEnclosureLetter B Letter B Credit Credit R Refusal efusal L Letter etter Dear Mr. Sands:We sincerely appreciate your interest in an account with White-Horton & Company. Whenever we can, we are always willing to serve you.In determining

14、 what we can do for you regarding your June 8 request for 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, cash buying here at White-Hortons discount prices can make a very real saving for your budge

15、t.We hope to see you in the store again very soon, and we look forward to the opportunity of serving you.Sincerely,Simon WinchCredit Manager Questions for ComprehensionQuestions for Comprehension 1. What kind of order does the persuasive claim letter follow? 2. How does the author of persuasive begi

16、n his/her letter? 3. Does the claim clearly state the problems? 4. How does each author arrange the body of his/her letter? 5. Is the tone of each letter polite and considerate? 6. How does each author end his/her letter? 7. Whats the purpose of the refusal? 8. Does each letter present clearly its e

17、xplanation? 9. Whats your impression of these letters?10. Sum up the requirements for writing a persuasive claim and a refusal.Persuasive ClaimPersuasive Claim OpeningIt is believed that a longstanding goodwill and highquality service are the main source of a hotels prosperity. (1. 指出旅店业繁荣的源泉。) Ande

18、rson House has constantly been ranked as one of New Yorks top hotels, enjoying a high reputation for its excellent service in this region.(2. 赞扬对方的声誉。) Six months ago, when the digital camcorder produced by Scanscope was showed in a computer store in our town, I was so impressed by its innovative an

19、d attractive appearance and reasonable price. Especially intriguing to me was its functions which were exactly suitable for me. （1. 叙述购买经历, 赞扬产品性能。） RefusalRefusal We understand your concern about the software Model 4050 you mentioned in your letter of May 6. (1. 提及所复信函。) We are willing to do as muc

20、h as we reasonably can to make things right. (2. 为拒绝铺垫。)Every customer has a right to expect the best product and service from Caring Plastic Material. Every Caring material is the result of years of experimentation.（1.提及人们对本产品的共同期望，以及本产品的可靠质量保证。）Contrast Contrast 1. Persuasive Claim for Refund1. Pe

21、rsuasive Claim for Refund Poor Poor Dear Mr. Michaela: Please reimburse us $1,000 for service not rendered at our recent meeting at your resort. ( 1.要求对方索赔。) Improved Improved Dear Mr. Michaela:Phoenix and our company, Pigeon are much alike: We both give customers a taste of life and emphasize total

22、 customer well-being. Both of us are providing aesthetic pleasure and physical fitness - Pigeon with healthy menu choices, Phoenix with an exercise room for resort guests. (1. 指出双方共识, 提示对方遵守服务宗旨对公司的重要性。 ) 2. Refusal of Claim for Refund Refusal of Claim for Refund Poor Poor Dear Wanda R. GoldmanWe ha

23、ve got your letter and after careful investigation, we decided that it is not reasonable for us to reimburse the $1000 you asked for in your letter. （1.拒绝理赔。）ImprovedImprovedDear Wanda R. Goldman:Giving customers a taste of life and emphasizing total customer well-being is Phoenixs mission of busine

24、ss. (1.阐述公司的服务宗旨。) We provide resort guests with an exercise room so that our guests can enjoy the aesthetic pleasure and physical fitness while they are here. ( 2.说明遵循公司宗旨提供的服务。)II. Useful Sentence PatternsII. Useful Sentence Patterns1. BeginningBeginningTypes of buffers for refusal BUFFERAgreement

25、: Find a point which you and the reader share similar viewsWe both know how hard it is to make a profit in this industry Appreciation: Express sincere thanks for receiving something Your check for $127.17 arrived yesterday. Thank you. Cooperation: Convey your willingness to help in any way you reali

26、stically can.Employee Services is here to smooth the way for those who work to achieve the companys goals. Fairness: Assure the reader that youve closely examined and carefully considered the problem, or mention an appropriate action that has already been taken.For the past week, we have carefully m

27、onitored those using the photocopying machine to see whether we can detect any pattern of use that might explain its frequent breakdowns. Good news: Start with the part of your message that is favorable.A replacement knob for your range is on its way, shipped February 10 via UPS. Praise: Find an att

28、ribute or an achievement to compliment.Your resume shows an admirable breadth of experience, which should serve you as well as your progress in your career. Resale: Favorably discuss the product or company related to the subject of the letter.With their heavy-duty, full-suspension hardware and file

29、cabinets in our Montclair line have become a hit with many value-conscious professionals. Understandings: Demonstrate that you understand the readers goals and needs.So that you can more easily find the typewriter with the features you need, we are enclosing a brochure that describes all the Olsen t

30、ypewriters currently available. 2. RefusalRefusal1)We understand your concern about the. As always, we are willing to do as much as we reasonably can to make things right. 我们非常理解您对的关注。我们将一如既往尽最大努力把事情办好。2)You were right in assuming that. We are always interested in doing whatever we can to make our s

31、ales satisfactory. 您认为是对的。我们定会尽一切努力使我们的销售令客户满意。3)Your order and request are sincerely appreciated. We are always grateful for the opportunity of serving you in the best way we can. 感谢您的订货和要求。为有机会尽我们所能为您服务不胜感激。3 3. .Indirect refusingIndirect refusing1)The best we can do is. 最大程度上我们能做的是 2). permit us

32、to serve you only as a cash customer. 使我们只能按现金客户来提供服务。3)We feel at this time you will be acting in your own best interest by. 我们感到此时您应做最符合您自己的利益。4)We must consider the sale final. 我们认为不能退换。5)In view of this explanation, you will understand why we must stand by our guarantee policy in this case. 鉴于以上

33、解释，您应该理解为什么我们要维护我们的保修规定。4 4. . Ending Ending 1)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. 感谢您给我们解释的机会。我们将继续努力工作提供您期望得到的服务。2)We hope to see you again in the store, and we look forward to the opportunity of serving you. 希望您再次光临本店, 盼望有机会为您服务。3)We are always pleased to do business wit