EXAMPLE OF DIRECT APPROACH

1. The background:
The credit manager for Beaumont Designer Eyewear, a wholesale
dispensary for frames and sunglasses, is writing a letter extending credit
to Ms. Karen Brown, owner of Classic Eyewear.
2. The costumers request:
Ms. Brown has asked for credit by filling out Beaumonts credit form and
supplying references, which the credit manager has checked.
3. The organizations policy:
Ms. Browns credit limit is $5000. She will be billed on the 15th of each
month for purchases made during the billing cycle. Payment is due by
the 28th.
4. The letters job:
Welcome the costumer, explain the credit terms, talk about Beaumonts
service, and look forward to the customers orders.
5. The approach:
Because Beaumont is doing as Ms. Brown has asked, the writer selects
the direct approach. Read the letter to Ms. Brown on the next page.

Beaumont
Designer
Eyewear

9947 East Parkway

Norfolk, Nebraska 68701 8360
Send Correspondence to: P.O. Box 8360
402-555-9378

August 14, 1999

Karen Brown
Classic Eyewear
3357 Tower Road
Norfolk, Nebraska 68701-6631
Dear Karen Brown:
Beaumont welcomes you as a credit customer. All you
have to do to charge your purchases at our dispensary
,give your account number, 409-1440-7, and sign the
sales slip. The references you listed have given you a
high credit rating.
You may charge purchases up to $5,000 a month. On the
15th of each month, you will receive a statement of your
purchases made during that billing cycle. Your payment
is due on the or before the 28th.
When you order from our catalog, please include your
account number on the order form so that we can process
your order quickly. The merchandise you request will
be shipped within 24 hours after we receive your order.
Sincerely,
Jordan Anderson
Credit Manager