The Negative Communication: The “No”

Letter
Introduction: Gold medal champion
slalom (any race that involves following a
zigzag course through obstacles) skier
when asked how he managed to win,
replied: “ I try to think of things very
positive and nothing negative.
Instead of saying, “Don’t sit back”, I say,
“Always stay forward.” Instead of saying,
“Don’t hang behind,” I say, “Always
attack.”
 Introduction, contd..
• Instead of saying, “Don’t be tense,” I say, “Hang
loose.”
• Believe me, I think that is the difference.
• Positive attitude always pays off positively.
• Negative communication affects good will tone.
• Say negative in an acceptable manner.
• Writing such letters requires lot of talents and
skills.
• Negative ideas do not help serve your purpose.
Patterns for the “No’ Letter
 Elements of “No” letter or negative
communication
• 1. The Buffer
• 2. The Negative Message, and
• 3. A Polite Closing
• 1. The Buffer: The purpose of buffer is same as
the automobile bumper – which is designed to
cushion a blow.
• If the letter starts with no, the reader will lose
interest in the remaining portion.
• The buffer should not sound so pleasant that
the reader expects positive message.
• First make some pleasant statement with
which reader will agree.
• 2. The Negative Message: After the buffer, give the
negative message as clearly and briefly as possible.
• Avoid reciting negative aspects of message. (Example:
We do not understand why you have had so much
trouble with our watch for so long and why it does
not keep good time for you. – such sentences should
totally be avoided).
• Regardless of how provoked you are, do not talk
down to people.
• Don’t slap their wrists.
• They might respond behind your back, doing the
opposite of what you have ordered – or worse.
• 3. The Polite Closing: After the tone of the
letter drops down for the ‘no’ message, the
tone should come back up, closing on a
positive tone.
• When appropriate, the closing can contain
additional reasons for the negative message.
• If possible, try to show that a reason behind
the refusal might be of professional advantage
to the reader.
 3. The Polite Closing, contd..
• Example: A furniture store explained the policy of not
delivering furniture in this manner:
• “The costs of maintaining regular furniture delivery routes
in a widespread area like Dhaka city are tremendous, and
these costs would have to be passed on to our customers.
• We have discovered that customers are able to arrange far
more economical deliveries on their own, often carrying
their purchases in their own vehicles.”

• In the closing, care must be taken not to pretend to have

done something you haven’t done.
• Don’t say: “We hope we can be of help to you again. [You
were not this time.]
 Guidelines to be followed in writing
negative letters
1. Tone in Negative Communication:
In negative communication, we
should use positive words and
phrases.
Communicator should avoid using
Words having unpleasant
connotations.
Examples of Words and phrases with critical between-
the-lines overtones

• When you say They hear

• Apparently you are not aware …. Stupid!
• I question what you say …… Lying?
• We differ from you…… So you must be wrong
• You apparently overlooked…. Careless
• You do not understand…… Dumbbell (an offensive term that
deliberately insults somebody's intelligence or common sense)
 Guidelines to be followed in writing negative
letters, contd..
• 2. Caution of using Humor in Negatives:
• Caution should be used in employing humor in
negative situations.
• Very often, the matter under discussion is too serious
for the receiver to want to hear jokes about it.
• But under certain circumstances, humor can be used
extremely effectively.
• This is usually more acceptable when the message is
well meant and when it is certain that the message will
be received in the manner in which it is intended.
 Guidelines to be followed in writing negative
letters, contd..
• 3. Do not use Unacceptable Humor:
• Usually it does not take much talent to show
humor at the expense of other people.
• Rather, it takes more talent plus good sense to
restrain yourself from ridiculing another person
just for a cheap laugh.
• We should not resort to humor that focuses
attention on a person’s race, sex, handicap,
sexual preference or religion because it usually
offends.
 Guidelines to be followed in writing negative
letters, contd..
• 4. Apply the principle of Candor (simplicity, straight
forwardness): when things go wrong, there can be a
tendency to “beat around the bush”.
• However, when a person is ethical and therefore honest
about the situation, even if it is not favorable, that person is
respected for being candid.
• Openly and honestly admitting to a less-than-desirable fact
can give people trust and confidence in you.
• We shall maintain our dignity, avoiding alibis (a form of
defense against an accusation in which the accused person
claims or proves that he or she was somewhere else at the
time that a crime was committed) and sour grapes.
• Others will recognize our honesty in a painful situation.
 Guidelines to be followed in writing negative
letters, contd..
• 5. Avoid Hiding behind company policy:
• When company policy is given as the only reason for
the refusal of a request or for any other negative
communication, it create a negative impression about
the company in the mind of the receiver of the
communication.
• The automatic impression is apt to be, “That’s a poor
policy, and it ought to be changed.”
• Therefore, rather than hide behind the excuse of
company policy, the negative reply should explain
reason for the answer in terms the reader can
understand and accept.
 Forestalling Complaint Letters
• Delays in shipments to and from your
business, production delays or foul-ups, even
acts of God – fire, flood, earthquake, and so
forth – can be hazardous.
• To promote goodwill and prevent people from
becoming annoyed or angered, try to forestall
complaint letters before they take pen,
typewriter, keyboard, or telephone in hand.
 Guidelines to be followed in Forestalling
Complaint Letters
• 1. Anticipate Developments and act accordingly:
• To forestall complaints, we should anticipate developments as much as we can.

• For example: the number of service calls dropped dramatically when one major
manufacturer begun to include the following form with the delivery of any appliance.

• When necessary, additional information for a specific appliance is added.

• “Before you call for service: As many as 25% of service calls are not due to improper
appliance performance.
• Before you call for service, check the following:
• Is unit unplugged? Has fuse blown or is circuit breaker tripped? (Check outlet with
another appliance or lamp.) Check controls of unit.
• .
 Guidelines to be followed in Forestalling
Complaint Letters, contd..
• 2. Write in “Plain Talk” (in a clear or candid way) :
• Business must learn that an amazing number of
complaint letters are written because previous
communications have not been written clearly, causing
serious brain drain.
• To forestall complaints, we must be sure letters and
memorandums from our offices are written in plain
talk.
• Be sure that all terms are easily understandable by
laymen, avoiding unnecessary technical terms and
gobbledygook.
 Guidelines to be followed in Forestalling
Complaint Letters, contd..
• 3. Follow the principle of Caveat Venditor
instead of Caveat Emptor:
• These days, caveat emptor is outdated.
• Most businesses think that customer is always
right and they pursue the policy of caveat
venditor.
 Makeup of “No” Letters
• A no letter or negative message can be made up from these guidelines
that were mentioned earlier:
• 1. The buffer: should begin with a neutral statement with which both
reader and writer can agree, and should continue with statements
‘buffering’ the coming refusal – that is, setting the stage.
• The buffer usually includes some or all of the reasons for the refusals.
• 2. Negative message: “No” should be brief and clear, but in no way
offensive.
• Then quickly move on to closing.
• 3. Pleasant closing: Give any additional explanation that might be needed,
then close.
• Closing should be pleasant, leaving a good final impression as far as
possible.
• Do not repeat the negative.
 Types of “No” Letters

• 1. Refusals of Requests, Claims, or Complaints

• 2. Partial Adjustment Replies to Requests,
Claims, or Complaints
• 3. Nonroutine Order Acknowledgements:
• 3.i. Acknowledging Incomplete Orders
• 3.ii. Back Ordering Merchandise
• 3.iii. Substitutions for Orders
• 4. Refusing Orders
 1. Refusals of Requests, Claims, or
Complaints

• Such letters should start with a buffer, followed by a

brief negative message and end with pleasant closing.
• The closing can do:
• i. suggest an alternative;
• ii. send an acceptable substitute for what was
requested;
• iii. resell, suggesting future business under other
circumstances;
• iv. wish them well in their plan without repeating your
inability to assist;
• v. discuss something off the subject, but acceptable.
 1. Refusals of Requests, Claims, or Complaints,
contd..
• Example:
• Yes, Mr. Nicholas, we at American Home Service surely wish to retain our
reputation as being the best friends of the do-it-yourself homeowner.
• One of the greatest services to the public, we believe, is maintaining low
prices throughout our stores.
• Therefore, we cannot make a refund to you on the partial panels of
plywood.
• We do not have storage facilities for all sizes of paneling, and as a matter
of fact, are often unable to sell off the scraps we have left from our regular
store merchandise.
• May we suggest, Mr. Nicholas, that you try to find a place to store this
paneling for your own possible use in the future.
• We have had many customers return after a period of time seeking to
match some previously purchased woods.
• Because available supplies differ over the years, this is not always easy to
do.
 2. Partial Adjustment Replies to Requests,
Claims, or Complaints
• Frequently, in reply to a request, claim or
complaint, you may avoid an outright refusal
by offering to comply with part of what was
requested.
• This is called a partial adjustment.
• In writing such letters emphasize on what you
can do and deemphasize what you cannot do.
• Explanation should be given for your action.
 3. Nonroutine Order
Acknowledgements:
• When such letters are written?
• i. when there must be a long delay in shipment;
or
• ii. When it is impossible to make shipment at all.
• Reasons for writing such letters:
• a. the order received was incomplete,
• b. the merchandise ordered is temporarily out of
stock, or
• c. the order must be delayed or refused for some
other specific reason.
 Three Types of Non-routine Order
Acknowledgements
• 3.i. Acknowledging Incomplete Orders
• 3.ii. Back Ordering Merchandise
• 3.iii. Substitutions for Orders
 3.i. Acknowledging Incomplete Orders
• Too often a customer sends an incomplete order that does not contain
all the information necessary for shipping the merchandise desired.
• Write such letters simply asking details that were not included in the
original order.
• Be careful with the tone of the letter, because the potential customer
has, in fact, made a mistake in failing to supply all necessary
information.
• Regardless of the temptation, avoid an accusing tone, and try to avoid
direct criticism.
• Write this letter with the “you” attitude toward the customer.
• That is, it is to the customer’s advantage that additional information is
furnished: “so that you may receive the merchandise promptly, could
you please send this information.
 3.ii. Back Ordering Merchandise
• To back order means to inform the customer of the
situation, saying that you will be able to supply the
merchandise by a certain date.
• You should also say that it will be shipped at that time
unless the customer sends notification to the contrary.
• Or you may ask permission to back order merchandise.
• In a letter telling of delayed shipment, it is wise to use
resale material promoting merchandise such as that on
the order and other items you have available.
 Example of Back Ordering
Merchandise Letter
• Thank you for your order for twelve two-pound
Arizona Best date-nut loaves.
• Because of the overwhelming demand for this
popular item, our supply is depleted, but we are
filling orders in turn and we will be able to ship
yours on or before December 10.
• Unless you notify us otherwise, we will make
shipment at that time.
• We do appreciate receiving another holiday order
from you.
 3.iii. Substitutions for Orders
• For any of a number of reasons, it may be
impossible to ship the specific item requested,
and the seller may be able to offer a suitable
substitute.
• In this situation, the acknowledgment letter
should tell the reason for the substitution.
• It should also fully explain similarities and
differences between the product suggested and
the one ordered.
• The closing section of this letter should ask for an
immediate reply and suggest an order.
 Example of Substitutions for Orders
• Thank you for your order for 5,000 number 5001
Leviton electrical switches for use in your Littleton
School construction.
• The Leviton merchandise is of excellent quality, but we
cannot obtain it because of the trucking strike.
• There is no way we can predict when Leviton products
will be available.
• From the experience of other customers, we have
found that Ideal switches can be substituted without
loss of quality, and at the same price.
• May we ship you 5,000 number 5-Ivory Ideal switches
by the first available delivery?
 4. Refusing Orders
• There are times in almost any business when an order must be
refused.
• Some reasons are:
• i. You cannot approve customer’s credit;
• ii. You do not carry the merchandise desired and do not have a
suitable substitute;
• iii. You do not sell direct; customer must order through the proper
distributor or retailer;
• iv. Sale would be illegal.
• This negative letter should end with a positive tone, such as
wishing the receiver luck in purchasing under other conditions or
locating merchandise elsewhere, or giving specific information
about where and how to make purchase with another firm.
 Example of Refusing Orders
• We appreciate your interest in purchasing a Cherry Hill bookcase,
Model 117C.
• However, as manufacturers, we do not trade directly with retail
customers.
• You will be able to get this bookcase in one of the retail stores that
carry Cherry Hill furniture.
• We are enclosing a brochure that lists the names and locations of
such dealers in your area.
• If any store is out of stock, we have ample supplies in our
warehouse.
• You could have the store order the bookcase and it could be in your
home in four to six weeks.
• Sincerely,
• Encl.