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  • 1. Goodwill messagesHow to create good business relations
  • 2. Why?• One of the most important functions of all communications is to create good business relations.• Every opportunity should be taken to write goodwill letters.• They are appreciated by customers and colleagues and are very good for business• They not only strengthen existing relationships but may also create new business opportunities
  • 3. What are the occasions?• At times, we need take opportunities to send goodwill letters on many different occasions such as:• Welcome, Thanks, promotion, congratulations, appreciation, apologies, condolence, sympathy, unwelcome news etc.
  • 4. How to draft…?• Goodwill letters written & sent promptly• Should be brief and to the point• Should always be sincere and simple• Should be courteous and friendly in tone• Handwritten notes will give an added touch of sincerity and intimacy where appropriate.
  • 5. Letters of Congratulation• One of the best ways to promote goodwill is writing a letter of congratulation. The occasion may be a promotion, a new appointment, the award of an honor, success in an examination, even a marriage or a birthday.• Your letter may be short and formal or conversational and informal, depending on the circumstances and the relationship between you and the recipient.
  • 6. Informal letter of congratulation on the award of public honorDear Rohit, On looking through the Times of India this morning I came across your name in the New Years’ Honors list. I would like to add my congratulations to the many you will be receiving, The award will give much pleasure to a wide circle of people who know you and your work. Your services to local industry and commerce over many years have been quite outstanding and it is very gratifying to know that they have been so suitably rewarded. With very best wishes
  • 7. Formal letter of congratulation on a promotionDear Dr RobertsI would like to convey my warm congratulationson your appointment to the board of ElectricalIndustries Ltd.My fellow directors and I are delighted that themany years of service you have given to yourcompany should at last have been rewarded inthis way.We all join in sending you our very best wishesfor the future.Yours sincerely
  • 8. Letter of congratulation on employee’s 10th anniversaryDear Robin This month marks your tenth anniversary as a member of staff of Sun Shine Industries Ltd. We would like to take this opportunity to thank you for these past 10 years of fine workmanship and company loyalty. We know that the growth and success of our company is largely dependent on having strong and capable staff members like you. We also recognize the contributions you make in helping us maintain the position we enjoy in the industry. We are hoping that you will remain with us for many years to come and would like to offer our congratulations on this special anniversary. With best wishes
  • 9. Letter of thanks for prompt settlement of accountsDear Mr. JonesI am writing to say how much we appreciate the promptness with which you have settled your accounts with us during the last year, especially as a number of them have been for very large amountsThis has been of great help to us at a time when we have been faced with heavy commitments connected with expansion of our business.I hope our business relationship will continue in the futureYours sincerely
  • 10. Letters of Apology Apology for poor serviceDear Ms. ShrutiThank you for your letter of 12 June regarding the poorservice you received when you visited our store recently.The incident was most unlike our usual high standards ofservice and courtesy. The member of staff who was rude toyou has been reprimanded; he also expresses his regret.I am enclosing a gift voucher for Rs1000 which may use atany Omega store. If I can be of any further assistance to youplease do not hesitate to contact me.With my apologies once again.Yours sincerely
  • 11. Apology for cancelling an appointment Dear Mr. James I am so sorry that I had to cancel our meeting yesterday at such short notice. As my secretary explained to you I am afraid an urgent matter came up which I had to deal with immediately. I understand our appointment has been rearranged for next Tuesday 12 May at 11.30. Perhaps we can extend our meeting over lunch. Yours sincerely
  • 12. Conveying unwelcome news It is sometimes necessary to refuse a request or to convey unwelcome news. When this is necessary, think of the reader- prepare the way for their disappointment by a suitable opening paragraph, and use an appropriate tone Take a good look at the following letter…
  • 13. Letter conveying unwelcome newsDear Mr. FosterIt was good of you to let me see your manuscript on Englishfor Business Studies. I read it with interest and wasimpressed by the careful and thorough way in which youtreated the subject. I particularly like the clear and concisestyle of writing.Had we not recently published Practical English byThomson, a book that covers similar ground, I would havebeen happy to accept your manuscript for publication. Inthis circumstance, I am unable to do so and am returningyour manuscript with this letter. I am sorry to have to disappoint you. Yours sincerely
  • 14. Letter disclaiming liability for lossDear Mr. SharmaWhen we received your letter of 23 November we senta representative to inspect and report on the damagecaused by the recent fire in your warehouse.This report has now been submitted and it confirmsyour claim that damage is extensive. However, it statesthat a large proportion of the stock damaged ordestroyed was very old and some of it obsolete.Unfortunately, therefore, we cannot accept your figureof Rs 2, 00,000 as a fair estimate of the loss as itappears to be based on the original cost of the goods.Yours sincerely
  • 15. Refusing a request for credit• A letter refusing a request for credit without causing offence is one of the most difficult to write. Refusal will be prompted by doubts about the would-be-creditor’s standing but the letter must contain no suggestion of this.• Other reasons for the refusal must be given and tactfully explained.• Here’s is an example…take a good look..
  • 16. Dear Mr. GuptaWe were glad you approached us with a view to placing an order, and to learn of the good startof your new business.The question of granting credit for newly established businesses is never an easy one. Manyowners get into difficulties because they over commit themselves before they are thoroughlyestablished. Although we believe that your own business promises very well, we feel it would bebetter for you to make your purchase on a cash basis at present. If this is not possible for the fullamount, we suggest that you cut the size of your order, say by half.If you are willing to do this we will allow you a special cash discount of 4% in addition to ourusual trade terms. If this suggestion is acceptable to you, the goods could be delivered to youwithin 3 days.We hope that you will treat this letter as a mark of our genuine wish to enter into business withyou on the terms that will bring lasting satisfaction to us both. When your business is firmlyestablished we will be very happy to welcome you as one of our credit customers.Yours sincerely
  • 17. Letters of Condolence and Sympathy• Letters of condolence are not easy to write. There are no set patterns to such letters since a lot depends on what kind of relationship the writer has with the recipient.• As a rule, such letters should be usually be short and written with sincerity.• Express your sympathy in simple words which are warm and convincing and say what you feel sincerely.
  • 18. Letter of condolence to a friendDear HenryI felt I must write to say how deeply we were at thenews of Margaret’s passing.She was a very dear friend and we shall greatly missher cheerful outlook on life, her generous nature andwarmth of feeling for anyone in need of help. Above allwe will miss her for her wonderful sense of fun.Tom and I send you our love and our assurance ofcontinued friendship, now and always. If there is anyhelp we can provide at any time, just let us know.Yours