商务沟通 Chapter 7
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3. You were voted by our students as the speaker they would most like to hear at graduation on June 7.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 12
Persuasive Memo After Revision
Open revised letter by clicking
icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 13
Which of the following openings is effective for a persuasive request?
1. We need a speaker for our graduation ceremony, and your name was suggested.
Chapter 7, Slide 15
Examine the Improved Favor Request
Open revised letter by clicking
icon at left.
Mary Ellen Guffey, Essentials of Business Communication, 7e
▪ Prove its merit. ▪ Use facts, statistics,
and expert opinion.
Reduce resistance.
▪ Anticipate objections. ▪ Offer counter-
arguments. ▪ Establish credibility. ▪ Demonstrate
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 11
Persuasive Memo Before Revision
Open letter by clicking icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Opening Body
Closing
Motivate action. ▪ Ask for a particular action. ▪ Make it easy to respond. ▪ Show courtesy, respect, and gratitude.
Mary Ellen Guffey, Essentials of Business Communication, 7e
▪ Close by telling exactly what you want done.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 18
Examine This Effective Claim Request (Complaint Letter)
Instructor Only Version © 2007 Thomson South-Western
CHAPTER 7
Persuasive Messages
Chapter 6
Direct Letters and Goodwill
Messages
Chapter 7
Persuasive Messages
▪ Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction.
▪ Describe your feelings and your disappointment.
Chapter 8
Negative Messages
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 3
1. Request favors and action
2. Persuasive messages within organizations
Open revised letter by clicking
icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 10
Persuading Within Organizations
▪ Use the direct plan for messages involving instructions and directives. Moving downward, they usually require little persuasion.
▪ Use the indirect plan for requests that ask employees to perform outside their work roles or to accept changes that affect them negatively, such as pay cuts, job transfers, and reduced benefits.
competence. ▪ Show the value of
your proposal.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 6
Writing Plan for a Persuasive Request
• Are genuinely interested in your project. • See benefits for others. • Expect goodwill potential for themselves. • Feel obligated as professionals to contribute
2. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7?
Chapter 7, Slide 16
Making Claims and Requesting Adjustments (Complaint Letters)
▪ Avoid sounding angry, emotional, or irrational.
▪ Begin with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 5
Opening Body
Closing
Build interest.
▪ Explain logically and concisely the purpose of the request.
Chapter 7, Slide 14
Discuss the Faults in This Favor Request
Quick
Check
Open letter by clicking icon at left
Mary Ellen Guffey, Essentials of Business Communication, 7e
Open letter by clicking icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 19
Which of the following openings is effective for a claim request?
▪ Provide identifying data. ▪ Explain why the receiver is responsible.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 17
▪ Enclose document copies supporting your claim.
their time or expertise to "pay their dues."
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 8
Persuasive Favor Request Before Revision
Chapter 7, Slide 7
Requesting Favors and Actions
▪ Requests for time, money, information, special privileges, and cooperation require persuasion.
▪ Requests may be granted because the receivers
1. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since.
2. If you will check your records, you will undoubtedly discover that we first obtained our model RX copier 15 months ago. It was installed in our Legal Department.
Chapter 7, Slide 4
Writing Plan for a Persuasive Request
Opening Body
Closing
Obtain the reader’s interest.
Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.
3. Make claims and request adjustments
4. Sales letters 5. Online sales
messages
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7 Persuasive Messages
Open letter y clicking icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 9
Persuasive Favor Request After Revision
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 12
Persuasive Memo After Revision
Open revised letter by clicking
icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 13
Which of the following openings is effective for a persuasive request?
1. We need a speaker for our graduation ceremony, and your name was suggested.
Chapter 7, Slide 15
Examine the Improved Favor Request
Open revised letter by clicking
icon at left.
Mary Ellen Guffey, Essentials of Business Communication, 7e
▪ Prove its merit. ▪ Use facts, statistics,
and expert opinion.
Reduce resistance.
▪ Anticipate objections. ▪ Offer counter-
arguments. ▪ Establish credibility. ▪ Demonstrate
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 11
Persuasive Memo Before Revision
Open letter by clicking icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Opening Body
Closing
Motivate action. ▪ Ask for a particular action. ▪ Make it easy to respond. ▪ Show courtesy, respect, and gratitude.
Mary Ellen Guffey, Essentials of Business Communication, 7e
▪ Close by telling exactly what you want done.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 18
Examine This Effective Claim Request (Complaint Letter)
Instructor Only Version © 2007 Thomson South-Western
CHAPTER 7
Persuasive Messages
Chapter 6
Direct Letters and Goodwill
Messages
Chapter 7
Persuasive Messages
▪ Appeal to the receiver's fairness, ethical and legal responsibilities, and desire for customer satisfaction.
▪ Describe your feelings and your disappointment.
Chapter 8
Negative Messages
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 3
1. Request favors and action
2. Persuasive messages within organizations
Open revised letter by clicking
icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 10
Persuading Within Organizations
▪ Use the direct plan for messages involving instructions and directives. Moving downward, they usually require little persuasion.
▪ Use the indirect plan for requests that ask employees to perform outside their work roles or to accept changes that affect them negatively, such as pay cuts, job transfers, and reduced benefits.
competence. ▪ Show the value of
your proposal.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 6
Writing Plan for a Persuasive Request
• Are genuinely interested in your project. • See benefits for others. • Expect goodwill potential for themselves. • Feel obligated as professionals to contribute
2. We realize that you are an extremely busy individual and that you must be booked up months in advance, but would it be possible for you to speak at our graduation ceremony June 7?
Chapter 7, Slide 16
Making Claims and Requesting Adjustments (Complaint Letters)
▪ Avoid sounding angry, emotional, or irrational.
▪ Begin with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 5
Opening Body
Closing
Build interest.
▪ Explain logically and concisely the purpose of the request.
Chapter 7, Slide 14
Discuss the Faults in This Favor Request
Quick
Check
Open letter by clicking icon at left
Mary Ellen Guffey, Essentials of Business Communication, 7e
Open letter by clicking icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 19
Which of the following openings is effective for a claim request?
▪ Provide identifying data. ▪ Explain why the receiver is responsible.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 17
▪ Enclose document copies supporting your claim.
their time or expertise to "pay their dues."
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 8
Persuasive Favor Request Before Revision
Chapter 7, Slide 7
Requesting Favors and Actions
▪ Requests for time, money, information, special privileges, and cooperation require persuasion.
▪ Requests may be granted because the receivers
1. About 15 months ago your smooth-talking salesperson seduced us into buying your Model RX copier, which has been nothing but trouble ever since.
2. If you will check your records, you will undoubtedly discover that we first obtained our model RX copier 15 months ago. It was installed in our Legal Department.
Chapter 7, Slide 4
Writing Plan for a Persuasive Request
Opening Body
Closing
Obtain the reader’s interest.
Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.
3. Make claims and request adjustments
4. Sales letters 5. Online sales
messages
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7 Persuasive Messages
Open letter y clicking icon at right.
Mary Ellen Guffey, Essentials of Business Communication, 7e
Chapter 7, Slide 9
Persuasive Favor Request After Revision