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  3. What is a business letter ? Business letter is a letter written in formal language, usually used when writing from one business organization to another, or for correspondence between such organizations and their customers, clients and other external parties. A Business letter serves the main purpose of communication between two companies, or it is a method to talk to different people within a business.

  4. Why Are Business Letters written ? There are many reasons why we may need to write business letters : • to persuade • to inform • to request • to express thanks • to remind • to recommend • to apologize • to congratulate • to reject a proposal or offer • to introduce a person or policy • to invite or welcome • to follow up • to formalize decision

  5. Who writes business letters and to whom ? Letters are written from a person/group, known as the senderto a person/group, known in business as the recipient. Here are some examples of senders and recipients: • business «» business • business «» consumer • job applicant «» company • citizen «» government official • employer «» employee • staff member «» staff member

  6. When do we need to write business letters ? • Assistance in sustaining business relationship. • To convey detail’s about the sender’s business. • To place an order to the supplier. • To promote sales. • To pass some important information within the organization and outside the organization. • To find out customer’s credit worthiness.

  7. How to write business letters ? • Identify your aims. • Establish the facts. • Know the recipient of the letter. • Create sample Copy. • Decide on Physical layout of letter.

  8. Indented form Company letter -head Name and address already printed Telephone No, fax Reference Date Mr./Mrs./Ms./Dr. Full name of recipient. Title/Position of Recipient Company name Address line Dear Ms./Mrs./Mr. Last Name , Subject: Title of Subject Body of the letter…………………………………………………………………………………. .………… ….. Body paragraph 2………………………………………………………………………………………………… Body paragraph 3……………………………………………………………………………………………….. Closing (Sincerely...), Signature Signatory’s printed name Signatory’s position in the company Enclosures Ref. Initials

  9. Full block form Company letter head Name , address already printed Telephone & Fax Reference No. Date (Month Day, Year) Mr./Mrs./Ms./Dr. Full name of recipient. Title/Position of Recipient Company’s name and address line Dear Ms./Mrs./Mr. Last Name: Subject: Title of Subject Body of the letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Body Paragraph 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Body Paragraph 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Closing (Sincerely...), Signature Signatory’s printed name Signatory’s position in the company Enclosures Ref. Initials.

  10. ENQUIRIES LETTER . • A letter of enquiry is essentially an information seeking letter. • A letter of enquiry must clearly state the following points • The purpose of the letter whether the writer needs goods , service or information. • Request for catalogue/price list. • The details of the sender’s business. • Request for terms relating to discount , credit, mode of delivery etc. • An idea of the quantity needed so that supplier may quote the best price. • An enquiry may be made either at the sender’s own initiative or in response to an offer / advertisement. • Enquiries may also be made as a matter of business routine or to ask for a favour.

  11. REPLIES LETTER • A letter of reply to an enquiry must be promptly written so as to be able to secure an order. • A reply to an enquiry must take care of the following points- • References to the date and number of the letter of enquiry. • Thanks to the party for interest in the receiver. • Courteous tone • All relevant information about goods , prices , discount etc. • Whether the catalogue / price list is enclosed or is being sent separately. • Assurance of best service to the sender of enquiry.

  12. Placing and Orders Fulfilling

  13. INTRODUCTION Enquiries and replies to enquiries lead to orders and their fulfillment, thus continuing the chain of two way communication a buyer seeks information regarding the product service of his need and seller’s effort to make the best possible offer .in fact the offer made in the reply is supposed to be attractive enough to secure an order from the buyer. an order may also be placed without an enquiry if the buyer already knows about the product, manufacture, the seller/supplier through catalogue ,advertisement.

  14. Ways to place orders order can be placed in letter form clearly stating the following. • reference to the seller’s letter number, date. • catalogue no./price quoted therein. • Specification of goods, quantity required. • shipment/forwarding directions, clearly mentioning whether certain goods are to be sent by parcel post ,passenger train, truck, lorry or ship. • instructions regarding packing, insurance. • the manner of payment agreed upon. • time limit,discount, quality.

  15. ORDER FORM 16, Inner circle, Connaught Place New Delhi. Date: 24/11/2010 The Sales Manager Unique Biotique products 16, Andheri (west) Mumbai Dear Sir, Kindly supply the following: Please send invoice in duplicate Yours faithfully (S.Pal)

  16. HIMALAYA STORES 16, Inner circle, Connaught Date: 24/11/2010 Place New Delhi. The Sales Manager Unique Biotique products 16, Andheri (west) Mumbai Dear Sir, Thank you for catalogue and price list. we are glad to place our first order with you for the following items. S.No Product No. Product Name Quantity Cost Each (RS) Total 1 1047 anti-wrinkle500pcs 100 50,000/ Cream50gms 2 6032 Moisturizer 500pcs 75 37,500/- 100ml 3 4253 almond 500pcs 85 42,500/- ………………… Rs.1, 30,000/- Cold cream Since we require the above items to replenish our exhausted stock, we request you to kindly dispatch them by passenger train, carriage forward to new new delhi shall arrange for taking of the goods at our end. The R/R and the invoice, at 7% discount may please be sent through oriental bank Ltd.New Delhi Yours faithfully (S.Pal)

  17. FULFILLING ORDERS An order mustbe promptly acknowledged in either of the following ways • By writing a special letter of acknowledgement the acknowledgement of an order has the following aims • building up goodwill by expressing gratitude for the customer’s interest in the seller • legal acceptance of all the points mentioned in the order • reference to the date of receipt of the order • statement of when the order will be fulfilled and when it will be delivered • Statement of desire to be further service to the customer

  18. UNIQUE BIOTIQUE PRODUCTS 16,ANDHERI(WEST) MUMBAI Date--------- NO.--------- thank you for your order letter no …..…….dated……….… the goods ordered by you will be dispatched within……... We appreciate your cooperation for GEN MANAGER (SALES)

  19. UNIQUE BIOTIQUE PRODUCTS 16,andheri (west) Mumbai date-29/11/2010 Himalaya stores 16,inner circle Connaught place new Delhi dear sir, Thank you very much for you order letter no…… of NOV 2010. we are arranging to send the goods ordered by you within fifteen days by Passenger train .we are sure you will be well satisfied with the goods .at this price they represent the best value for your money. beside these, we manufacture and supply a vast range of herbal and natural health –care items .we are enclosing herewith our latest catalogue for ,we are sure ,you will certainly be interested in ordering a large quantity of them . we look forward to a mutually satisfactory and cordial working relationship. Yours faithfully Satyam

  20. UNIQUE BIOTIQUE PRODUCTS 16,andheri (west)Mumbai date-29/11/2010 Himalaya stores 16,inner circle Connaught place new Delhi dear sirs, We are pleased to inform you that your order of 24/11/2010 has been promptly fulfilled.the cosmetic items ordered by you have been dispatched and you should be getting them in about ten days from today. If you wish to have any further information please contact us at once . we shall be really happy to serve you in whatever way we can. Yours faithfully Satyam

  21. COMPLAINTS LETTER The complaint letter is much like the adjustment letter except no wrong doing as taken place. Instead, this letter is just to let the reader know that an error as been found and needs to be corrected as soon as possible. Once again, this letter is a legal document letting the reader know that something is being done to correct the problem.

  22. Guidelines for drafting complaints • 1 Regret the need to complain in a calm and courteous style, • 2 state clearly what has gone wrong with the fulfillment of the order, • 3 Reference to the order/quotations, date of arrival of goods etc is • necessary, • 4 Refer to the inconvenience/loss caused in terms of money, sales, goodwill, etc. • 5 State/suggest what steps can be taken to rectify the situation. • 6 Close with expression of faith in the supplier’s honesty, and expectation of prompt and favourable action.

  23. SR & Co. Bhopal M.P. 21/11/2010 Soni Publication, Indore (M.P.) Subject : Letter for Complaint Dear sir We must of all thank you for prompt delivery of the books we had ordered only last week on telephone. For the last so many years of our contact we have been highly satisfied with your prompt and courteous service. Today unfortunately, on opening the carton we found three sets of contemporary English’, part 1, 2 and 3 incomplete. The last chapter of each of these books is missing. We are convinced it is not your fault. May be at some stage the books were not properly checked. Anyway, we request you to kindly replace them immediately so that we could send them to the text-book section where they are urgently needed. Yours faithfully, Mr. Piyush Tiwari SR & Co.

  24. Guidelines for drafting replies to complaints While planning a reply to a complaint, the supplier should : • Promptly acknowledge the letter and thank the customer for writing it, • Express regret for the inconvenience caused to the customer, • Admit the fault if something has actually gone wrong, • Assure the customer of his sincere efforts to make amends, • Specially what action he is going to take, and • Close with offer of better service in future.

  25. Soni Publication, Indore (M.P.) Date 25/11/2010 SR & Co. Bhopal (M.P.) Subject : Letter for apologizing Dear Sir, Please accept our apologies for this lapse on our part, We always check all the books before packing and despatching them. It is really unfortunate that his time you received three defective sets. Today itself we are replacing them at our cost. We may also assure you that in future we will be more careful in fulfilling your orders. We are really sorry for the inconvenience caused to you. Yours faithfully, Shiv Kumar Soni Publication

  26. STATUS ENQUIRIES INTRODUCTION----- A Status enquiry by definition is “Checking on a customer’s credit rating” and credit rating means “Amount which a credit agency feels a customer should be allowed to borrow”. In other words a status enquiry is a letter sent with the aim of finding out a customer’s credit worthiness. It is needless to say that a sizable amount of trading involves credit that is a means by which good are bought and sold without cash payment. The supplier usually has to extend credit facility to the customers, thus enabling them to conduct business with comparatively small capital.

  27. Sources of Information about Credit Worthiness : • Information about a customer’s credit worthiness or credit rating can be gathered from the following sources; (a)The customer himself’ through interview and the financial statement submitted by him; (b)The customer’s past orders and the salesmen’s report about him and (c) External sources like the trade and bank references given by the customer and information from trade associations, chambers of commerce.

  28. Unique Biotique Products Date-18/11/2010 Rama Stores 16, Inner circle, Connaught place, New Delhi. Dear Sir, It is a pleasure to receive your order of 20th December. for cosmetics, items. We shall gladly open an account for you furnish us with three trade’s references along with your bank reference so that we could complete the formalities necessary to establish your firm’s credit. Getting trade and bank references is a general policy matter and we request all our new customers to send us this information before we open an account in their name. Please write to us as soon as possible so that there is no delay in your shipment. We will supply your order as soon as we get the necessary information. Thank you Yours faithfully Credit manager

  29. Reply to the above letter Rama Stores, 16, inner circle, Connaught Place Date-20/11/2010 The credit manager, Unique Biotique products 16, Andheri (west) Mumbai. Dear Sir, Thank you for your kindness in agreeing to open our account in your books. As required by you, we are giving below three references with whom we have had an open account for the past five years; 1. Jai Bhart Trading co. Matunga, Mumbai. 2. Wadekar Bros (p) Ltd. 26, college Rode, Pune. 3. Shivaji Stores, Fort Road, Panaji, Goa Our bankers are syndicating Bank, bank road, new Delhi you require any additional information, please to us. However, since we wish to add cosmetic items to our stocks for the festival season, please complete your credit check as possible. Yours Faithfully

  30. Unique Biotique Products 16, Andheri (west) Mumbai. Date-23/11/2010 Jai Bharat Trading co. Matunga Mumbai. Dear Sir, The firm named below wishes to open an account with us for Rs. 150000, 3 months and has given your name as a credit reference; Rama Stores, 16, inner circle Connaught place, New Delhi. Any information you may furnish us will be treated as strictly confidential. We look forward to an early and assure you of our cooperation whenever needed. A stamped, addressed envelope with this letter. Yours Faithfully, Credit Manager.

  31. Jai Bharat Trading Co. matunga , Mumbai. Date-25/11/2010 Unique boutique Products 16, Andheri (west) Mumbai. Dear Sir, Ram stores of new Delhi, about whom you have sought credit information in your letter of 23thdecember, have been on our books for five years. Their record of payment during this period has been very satisfactory. Their purchases average over Rs. 150,000 a month in the peak season and about Rs.75, 000 per month during the other periods. Mr.Shyam Ahuja,managing partner of the firm,enjoys a high reputation in our area, and we are happy to provide a reference for him,we would like to add that our confidence in this has never been misplaced. Yours Faithfully,

  32. Collection Letter Meaning - Collection letter is meant by the letter pertaining to the payment against the goods bought in credit by the customer. The customer purchase goods on credit. The render therefore, writes letter to them for collection of the payment against goods bought on credit.

  33. STAGE 1. ‘WILL PAY’:REMINDERS Reminder 1 Dear Mr. jain, This is just a friendly reminder that your account with us now is two months past due. Perhaps you have overlooked it. We genuinely appreciate your business look forward to serving you better in future. Sincerely, Siya ram cloth mils.

  34. Reminder 2. Dear Sirs, We check our accounts book and your account which has been due for more than two months. We end you a reminder last week. We know quite often such matters slip by. We are also confident that you don’t mind this friendly note. We look forward to hearing from you soon after you receive this letter. your faithfully, Siya ram cloth mils.

  35. STAGE 2. ‘SHOULD PAY’PERSUASIVE LETTER Persuasive letter 1. Dear Mr. jain Looking into your records we find that your credit worthiness is really high what really worries us is that even the fourth reminder of ours has not been replied. I hope everything is fine with you. do let us know by return whether there has been any lapse on our part. Are you not satisfied with our goods or our services? Is there any thing that we can do to help you? In case there is any problem in settling the account we can talk it out so that you feel comfortable with us. you will always find us willing to accomdate you. With this promise we eagerly await your reply. Sincerely, Siya ram cloth mils,

  36. STAGE 3. ‘MUST WAY’: LAST RESORT LETTER Last resort letter Dear M/r jain, you have this last opportunity to set right your account by paying in full the out standing amount of Rs. …….or at least in part with a definite promise of paying the balance as son as possible. your account has been kept open for quite a long period in order to help you arrange for settlement of the above balance within 6 days. we are sue you will avoid the unpleasant consequences of our resorting other measures to collect. your sincerely, Siya ram cloth mils.

  37. Sales letters or offers sales letters or offers are the most important written form of business communication. Their primary aim is publicity or to reach out to a large number of interested in a particular product/service and turn into buyers. Even if people are not interested in the product, the aim of the latter is to make them interested in it. Starting with the assumption that the receiver may resist the offer, the sales letter has to be persuasive, or powerful enough to make the recipient act. They are unsolicited letters, mostly written by professionals writers. They are a work of imagination. Taking many forms. The effectiveness of such letter’s depends on the writer’s ability to use language suited to his purpose that is above all to influence the recipient-his thinking, his taste, his behavior. This is the aim of persuasion. Sales letters are, therefore persuasive or indirect approach letters

  38. Characteristics Of Sales Latter • Lengthy Discourse • Focus On A Particular Class • Specialized Information • Arresting Opening • Emotional Vs Rational Appeals • Highly Conversational Style • You Attitude • Urging Action • Highlighting Importance/Exciting Parts Of The Message

  39. A offer of exiting breakthrough in cosmetic eye care. April 1 , 2003 Mr. Tarun Sinha Pocket C flat no 38B Siddharth Extension New Delhi 110014 Cleaning disinfecting and Deproteinising Just one solution for all your needs ! Dear Mr. Sinha Bausch & Lomb introduces yet another international breakthrough in contact lens care. Yes ! RENU MULTIPLUS the world’s first and only multipurpose lens care solution that cleans , disinfects and deproteins –all in one go – is now available in India. And the best news is that you are also entitled to a Special introductory offer- a discount of Rs .30 on a 360 ml bottle of RENU MULTIPLUS solution. All you have to do is visit any eye care practitioner or chemist in your locality pick up a bottle for your self an safe rs 30. The enclosed broacher explains the over whelming advantages of new RENU MULTIPLUS. Your Sincerely JP Singh Vice President vision care business

  40. TYPES OF GOODWILL LETTERS- 1-GOODWILL LETTERS FOR GOOD NEWS (a) Letters of congratulation and appreciation. (b) seasons greetings like Deepawali New year, Christmas, Id, etc (c)Birthdays and wedding anniversaries greeting (d) Letters for thanks for the favours, placing orders, opening an accounting in the bank, giving an advice etc 2-GOODWILL LETTERS FOR BAD NEWS (a) Letters for sympathy (b) Condolence letter GOODWILL LETTERS

  41. Characteristics of Goodwill Letters On the occasion of some good news Direct in appeal Brief Jargon or old fashioned should be avoided Natural expression Concise Enthusiasm and genuine Reflect writer’s pleasure On the occasion of some bad news Indirect in appeal Simple language Distressing words avoided Short and simple Expressed briefly

  42. CONDOLENCE LETTER Dear shri Bhagat We were shocked to learn of the sad demise of your revered father shri G.L. Bhagat this morning. We have no words to express our grief. We can only say that we are all with you in this hour of sorrow and pray for peace to the departed soul. You standing and reputation today is indeed the realization of late Shri Bhagat’s dreams and tireless efforts. May you have the courage to bear the irreparable loss. Sincerely.

  43. Circular letters • A circular is a letter or memorandum addressed to a number of person or indented for general circulation. this form general circulation. this from of communication is very commonly used within organization and for sending out information from the organizations. Circular letters are,therefore,the letters conveying the same information from a businessman or a business organization to a large number of customers and suppliers. Like the sale and goodwill letters discussed in the two preceding chapters they are also unsolicited letters.

  44. Situations requiring circular letters • Circular letters are mostly written in the following situations • Introducing a new product or service; • opening a new shop,branch,or regional office; • Expansion of an establishment; • change of address; • appointment of a sole-selling agent; • Seasonal discount; • Increase in prices; • announcing a prize scheme; • Change in the constitution of the firm; • Partnership information; • Retirement or death of a partner /associate

  45. ASSOCIATED METAL PRODUCTGREEN PARK COLONYBHOPAL DATE: ------------- VIKASH&COMPANY 16/34, RAILWAY ROAD ALIGARH (U.P.) SUBJECT: Informing change of address Gentlemen, Today onward we would be functioning from the following premises 10/20, Railway road Aligarh (U.P.) Our new phone numbers are: --------------- --------------- ---------------- Our new address has brought us to the heart of the city. We are sure it will now be much easier for you to visit our new, spacious and better furnished office. We forward to your next visit at the earliest convenient time. Kindly ensure that all your correspondence is sent to the above address. Sincerely, CORBON COPY

  46. Do’s and Don’ts of a business letter Do’s • Remember to use formal language. • Be to the point and straight forward. • Write the letter with polite tone • State your reason for writing the letter. Don’ts • Avoid typographical error. • Do not write long and unnecessary statements. • Avoid usage of slangs or messaging language. • If possible business letter should not be handwritten as it does not looks professional.

  47. 7 C’s of a business letters • Clear • Concise • Correct • Courteous • Conversational • Convincing • Complete