LET’S TALK BUSINESSDavid E. Alexander, Vice Chairman, Area Practices and Managements Committee Member Ernst & Young LLP • From my early years at Ernst and young as a staff accountant to my current role as vice chair, the power and importance of effective communication have been constantly reinforced. • Persuasive messages are a part of everyone’s daily business because we are all in “sales.” We may not be directly involved in selling products or services to external customers, but success requires that each of us be able to “sell” ideas to our internal customers—those we report to, our peers, and those who report to us. • My goal is not to communicate just what I want them to know, nor what they want to hear, but to construct and communicate a message that will lead to a positive impact on their business. • Finally, make your persuasive message concise. Over-communicating can be just as ineffective as under-communicating. Present your message in the fewest words possible. Your brevity will be appreciated by your busy audience.
Persuasive Messages Indirect Plan • I. Attention • Attract receiver’s attention in opening sentence. • Cause receiver to read or to listen to rest of message. • Be positive and brief. • II. Interest--Benefits • Build on attention gained in the opening. • Show benefits to receiver. • Motivate receiver to continue reading. • III. Desire--Proof • Build on receiver’s attention and interest by providing proof of benefits. • Re-emphasize benefits to the receiver. • IV. Action • Motivate receiver to take immediate action. • Be positive. • Make action easy. Slide 9-1
Examples of Using Persuasive Messages • Persuasive Requests • Recommendations • Special Claims • Sales Messages • Collection Messages • Reminder • Appeal • Warning
Acknowledging Complaint Letter • Dear Ms. Horowitz • Your complaint regarding your receipt of unordered merchandise has been forwarded to me. I am looking into the situation and hope to resolve it quickly. • I assure you that we are taking this matter seriously. You are a valuable customer, and your dissatisfaction is an indication of the need for improvement on our part. • It is possible that I may be contacting you for further information to help me resolve this matter. In the meantime, thank you for your patience. • Sincerely
Sales Letter • Dear Mrs. Garcia • Enclosed please find the materials you requested for information on our Electric Scooters. For additional information, please visit our Web site at http://www.scooter.com. • We appreciate your interest in our scooters and look forward to working with you in the future. Our scooters were ranked number one in the world survey of “Best Products”. • Scooters, Inc., a global supplier of scooters and scooter products since 1966, has offices in San Francisco, Hong Kong, and London. We have served over 1000 customers. • If you have any questions, please e-mail us at scooter.com or fax us at 888.555.8888. • Sincerely
On-Line Sales Letter • Dear Mr. Padilla • Last week we received your name from an Internet list stating that you are interested in magnets and magnetic assemblies. LAMags is the company to fill your needs. • As an experienced manufacturer and supplier of magnets, magnetic assemblies, and magnet health products, we invite you visit our Web site at http://www.LAMags.com for information on our lines of magnets. • LAMags is a global supplier for magnetic products with offices in Los Angles, Bejing, and London. We have been in business since 1983 and have over 5000 satisfied customers. • If you wish, please let us know if you would like us to send you “The Profile of LAMags” brochure. We look forward to doing business with you in the future. • Sincerely • P.S.: We hope you enjoyed receiving this message. However, if you would rather not receive any future notices of this sort on e-mail, please let us know.
Tips for Writing On-Line Sales Messages • Send only targeted, never “blanket” mailings. • Strive to create relationship with receivers; offer something special just for them. • Keep the message short and conversational. • Focus on the “you” view. • Develop only one or two central selling points. • Provide means for being removed from mailing list. • Make it easy to respond. • Convey a tone of sincerity.
Collection Letter • Dear Mr. Smith • Our Account Department records indicate that your account with us is now more than 3 months past due. We are very concerned that we have not yet heard from you, even though we have already sent you a reminder about this matter. • We are requesting that you send your payment of $407 to us immediately. In this way you can preserve your excellent credit record with us. • Helsinki Ag has been one of our best clients, and we value your business very much. If some special circumstances are preventing you from making payment, please call us at 888.555.0908 e-mail us abcorg@msnet so that we can discuss the situation with you. • Sincerely
Unsolicited Sales Letter • Dear Mr. Tom • General Electric is a primary user of our plastic products, and we invite you to become one of our customers! • PreisnerPlastics has been a global supplier of plastic products since 1965 has offices in New York, Chicago, Shanghai, and London. We have served over 1000 customers. • Our products include plastic materials, plastic assemblies and holding systems, and plastic connectors. For additional information, please visit our Web site at http://www.preisnerplastics.com. • If you have any questions or wish us to send you “The Profile of PreisnerPlastics” brochure, please e-mail us at preisner.com or fax us at 888.555.1111. • Sincerely