Product specifications include all the specification of products such as size, color, catalog number among others Similarly, order letters are for three types: trial order, routine order and repeat order. For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc

1. Orders
and
Replies
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2. Letters related to ordering of goods
are central to a Company’s business.
Order letters are routine letters and
their effectiveness depends on the
accuracy of the details.
Most of the contents of an order can be tabulated
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3. Product specifications and quantity:
include all specifications of products
such as size, color, catalogue number,
model number, unit price. Mention the
correct quantity required
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4. The types of packing should be
specified in the order. Packing
goods suitably for transport is the
responsibility of the supplier;
buyer’s instructions are needed
only if the goods are to be
specially packed.
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5. Give the full address of the place where the
goods are to be delivered, the time by which
the goods should be delivered; mention the
mode of transport only if the delivery is to be
made carriage forward
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6. Mention the agreed prices and terms
and refer to:
(a) discount or concession given
(b) mode of payment of the bill
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7. 3 groups of orders are:
i) First or trial order
ii) Repeat order
iii)Routine order.
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8. Points to be included in order are:
•Reference to previous communication
•Details of required goods and other
instructions
•Goodwill message
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9. Printed forms are used for placing orders.
Sellers prepare the forms with columns
required. A set of forms is sent with a
quotation to encourage a potential customer
to place an order.
A covering letter is sent with it
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10. A trial order is placed to check the efficiency of
the service, packing, delivery of goods in time,
prompt receipts etc.
The opening and the ending for each of
these are different
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11. The following situations lead to the first and trial order:
1. Seller’s samples and/or quotations are approved
Open with a reference to the received quotation; End
with the expectation that the trial order will be
satisfactory and lead to regular business.
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12. The following situations lead to the first and trial order:
2.A bargain has been concluded
When the seller has agreed to a bargain, open the
order letter with a reference to it. End with
expectation of high standard of goods/services
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13. The following situations lead to the first and trial order:
3. Buyer willing to try an offered substitute
If you decide to try an offered substitute you
may order a small lot. End by suggesting that
more will be ordered only if the trial order
proves satisfactory.
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14. The following situations lead to the first and trial order:
4. Buyer intends to try a product in a new area
A buyer may place a an order on his own initiative on
seeing an advertisement if he feels that a certain
product has a potential demand. The opening refers to
this. End with the hope that a regular demand will be
established
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15. A customer may reserve the right
to reject the goods if: i) they are
not delivered within the specified
time ii) they do not tally with the
sample
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16. Satisfied with goods bought on a trial
may result in a repeat order. The
letter opens with a reference to the
first order and the continuing
demand
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17. The most important thing to
convey in a routine order is the
details of requirements. Prices
and terms are fixed by custom.
The letter opens with a
courteous request for goods to
be sent.
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18. A buyer’s order is an offer to buy; when the
seller confirms his acceptance of the order,
it becomes binding on both parties. Always
acknowledge an order as soon as it is
received
Acknowledgement is used to build and maintain
good relationships with the customers
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19. For routine orders a printed acknowledgment
will suffice. Include the following points:
i) Name and quantity of articles dispatched
ii) Date of shipment and expected date of receipt
iii) Mode of transport, and place of delivery
iv) Mode of payment and reference to enclosed
bill.
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20. If the goods cannot be delivered at the
expected time, contact the customer
to negotiate a new date
The purpose of the letter is to get the
customer to agree to a later date of delivery
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21. Points to be included are:
i) Appreciation of the order and explanation of
circumstances
ii) Steps being taken to handle the situations and
approximate date by which normal conditions will
be restored
iii) Apology for the inconvenience and request for
confirmation or the order for delivery at a later
date
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22. Make a more definite attempt to win his confidence.
Points to be included are:
i) Appreciation for success of the trial order
ii) Statement of terms etc.
iii) Expectation that regular business will follow
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23. This is largely goodwill letter, and
not just a routine
acknowledgement; address the
letter by name.
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24. Show appreciation of a customer
who has come back, and also assure
him that he will be happy with his
decision to return.
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25. Points to be included are:
i) Expression of gratitude for the long-
missed order
ii) Statement of routine acknowledgment
iii) Assurance of highly satisfactory
service
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26. It may be a correction on
finding a mistake or a request
for a change in the date or the
place of delivery. Or you might
have cancel an order
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27. Points to be included are:
i) Reference to order
ii) Statement of change required, and the
explanation of the reason
iii) Offer to cooperate/adjust
iv) Apology for the inconvenience caused
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28. If the change requested can be
made without much
inconvenience or loss, inform him
that it will be made. If it involves
disturbances, request the
customer to cooperate
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29. The point to be included are:
i) Agreement to make the change as
requested
ii) Explanation of problem, if any and how
the customer can help
iii) Statement of terms for purpose of
acknowledgment.
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30. The seller may ask for extension of time, or
request the customer to accept the early
delivery. Adjustments are a matter of
goodwill and understanding between the
seller and the buyer.
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31. The customer has to make
adjustments and may have to give
instruction about delivery of goods in
case of delay or early delivery etc
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32. It is business courtesy and good business
practice to contact a customer some
time after he has bought a consumer
durable product. An after sales letter
after three or four weeks reinforces the
contact and goodwill
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33. It performs 3 functions:
i) It checks that the customer is satisfied, if
not, the seller has a chance to set matters
right.
ii) it reminds the customer about the after-
sales service
iii) it makes way for further business through
the customer. Address the letter by name
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