13.
BUSINESS CORRESPONDENCE
Business communication may be defined as the use of effective language
for conveying a commercial or industrial message to achieve a predetermined
purpose.
PRINCIPLES OF LETTER WRITING
Of all forms of written communication letters are the most
common and considered as the most personal. With the growth of
commerce and industry their usefulness has much increased.
When you enter a profession, you will have to write dozens of letters
everyday as a part of routine work, letters to other firms and companies,
customers, suppliers associate organization, government officers, credit agencies,
employees etc. sch letters are called business letters. Their aim is to achieve a
definite purpose, such a s selling a product, making an enquiry, seeking
information or advice, mollifying the feelings of a customer, creating good will
etc.
Courtesy and Consideration
Necessary tact and courtesy are important, as it is the basic principle of
social relationship. Courtesy is like the oil, which removes friction and makes
life smooth and helps to win friends. Especially in business correspondence,
discourtesy damages both friendship and business.
Directness and Conciseness
Transmission of maximum information by using minimum of words
should be the aim in the letter writing. Attention of the reader can be
caught with clarity and conciseness. Unnecessary details and redundant
expressions are to be avoid. In this mechanical and busy world such expressions
may irritate the reader.
Avoid Verbosity and participial Endings.
A study of business correspondence reveals that there is a lot deadwood
and verbosity, which is to be avoided. Participial endings such as assuring,
rusting, hoping etc . , are also to be avoided.
Clarity and Precision
One of the age -old adages tells us “one should speak as the common
people do and think as wise men do”. A simple expression and clear thinking are
the most important virtues of effective writing. Here Mathew Arnold rightly
advised, “Have something to say ands say it as clearly as you can”. This is only
the secret of style.
HINTS
Do’s Don’ts
Many thanks for your letter you state
We are glad to note that you are wrong in saying
We appreciate your writing it is difficult to believe
We regret to inform that we can’t accept your request
We are sorry that we are forced to refuse
We are grateful for the suggestions you have made we demand.
Negative and roundabout
1. You failed to tell us 1. Please let us know
2. We can not help you unless 2. We shall be pleased to help you if..
3. We can not help you with 3.We suggest that you
4. You have not cared to pay 4. Please look into our complaint.
Attention to our complaint
Structure and Layout of letters
Just as the “apparel of proclaims the man”, the appearance of a letter
often reveals the character of the writer and the organization he belongs to.
a) Elements of
structures
1. Heading 2. Date 3. Reference 4. Inside
Address
5. Attention 6. Salutation 7. Subject
9. complimentary close 10. Signature 11. Identification Marks 8.
12. Enclosure.
Body
b) Heading : Most of the business organizations use printed letterheads for
correspondence. The letterhead contains the name, the address, telephone
number and e - mail address.
c) Date: The date, month and year should be indicated in the upper right hand
top corner. d) Reference: If yours is a reply letter, give the correspondent’s
reference number against the first and your reference number against the
second line.
e) Inside address: The full addre ss of the person or organization you are
addressing should be written two spaces below the date.
f) Attention line: To ensure prompt attention, sometimes a letter that is
addressed to a firm or company is marked to a partic ular officer in that
organization.
g) Salutation: Salutation is nothing but greeting a person. It is placed two
space below the attention line.
h) Subject: The purpose of the subject line is to let the reader know
immediately what the message is about.
i) Body: The main purpose of a letter is to convey a message. This is done
through the
body of the letter.
j) Complimentary close: This is nothing but – a polite way of ending a letter,
the close must agree with the salutation.
k) Signature: The signature is the singed name of the writer it is placed below
the complimentary close.
l) Identification Marks: These marks are put in the left margin to identify the
typist of the letter, one or two spaces below the signature.
m) Enclosure: If anything is attached to the letter. It must be indicated
against enclosure. Generally the abbreviated from Encl. is typed against which the
number of enclosures is indicated.
Planning a Letter
1. Set aside specific time for handling your correspondence.
2. Ask yourself, what is the main purpose of the letter.
3. Gather relevant information
4. Arrange the material in a logical order
5. Select the right tone.
Quotations, Orders and Tenders
Quotations, orders and tenders are some important types of business
correspondence. It is customary for a business organization to invite
quotations from several sellers before placing an olders.
The purpose is to find out eh cheapest and the best source of supply of
goods required. The following details are to be furnished in the latter.
Describe your needs clearly and precisely and give the detailed specification
such as the shape, size, quality of the goods you require.
Mode and terms of payment
Place and time of delivery
Method of transport
Packing and forwarding charges.
Tende rs
While quotations are generally sought from a few selected sellers
,notices regarding tenders are advertised in newspapers ,magazines etc.
inviting prospective sellers of services and goods to quote their rates for
doing a job or supplying good specified in the notice. When a tender is
accepted, the successful seller ahs to sign a contract to do what he has
promised.
Sales letters: A good sales letter is essentially like a successful advertisement,
it catches the attention of the reader, excites his interest and curiosity and
induces him to bu6y the goods or services offered. Here are few guidelines.
Catching the readers’ attention through an attractive opening
Convincing him that your product or service is the best in the
market Motivating him to act quickly
The reader’s attention is caught by the layout, color, scheme, illustrations,
catchy
phrases, striking statements, questions, etc. he is motivated by such as “Just fill in
the coupons below and dispatch it today, send no money. “Only mail the
attached card”. “Avail this special offer” etc.
The purpose of every sales letter, as of every advertisement is to
convert the reader into a customer.
Claim and Adjustment Letters
However efficient an organization may be mistakes are likely to be ma de
owing to human frailty or misunderstanding. Important services are sometimes
unsatisfactorily rendered, goods are consigned to wrong destinations
sometimes late, sometimes in less than the required quantities. Occasionally
they reach their destination in damaged condition because of faulty packing
or improper handling in transit.
Letters written to bring these mistakes to the notice of those who must
own the
responsibility for them are called claim or complaint letters and those written
to take action on them are known as adjustment letters.
Job application Letters
An application for a job may the first important business letter that one will
write after getting graduated from a college or university.
There are two types of letters of application. In the first all information
about qualification, experience and personal details is given in one letter. In the
second there are two parts. Part one is a short covering letter, containing
reference to the advertisement in response to which you are applying and
featuring your most significant qualifications for the post. Part two consist of the
resume, a sheet that lists details about you and your qualifications. It includes the
following.
Personal details, age, fitness and marital
status. Educational qualifications
Specialized training, if any
Experience and achievements
Special honors and distinctions, if any
Special personal qualities, which make you suitable for job references,
Names and addresses of persons who can vouch for your references.
Quotations
Write a letter to xyz chemicals and glassware to send the quotation
for the equipment you need.
Letter of order
Write a letter of order to ‘REPUTED FURN ITURE’ to send the furniture
as per the list that your have already sent.
Claim
Imagine that you are an officer of Sports Development Authority. Write a
letter of claim to VIP Sports Company that has sent you certain broken
cricket bats.
Social Correspondence
Write a letter to your friend congratulating him on his promotion as
Marketing
Manager.
Personal Letter
Write a letter to your friend explaining the importance of English
Language Lab in your college.
