INTRODUCTION TO
2 BUSINESS WRITING
JCHAPTER
letters,
communication by exchange ofbetween
correspondence means communication passes
The term messages, ete.. Written
telegrams, written companies, who have business contacts.
individuals, firms or CORRESPONDENCE
IMPORTANCE OF BUSINESS over-emphasized.
correspondence can never be written or through
business mails,
The importance of world'sbusiness is done through
stressing the need for proper
the
A large part of
Given below are some
points
a computer.
business correspondence: business.
with increased volume of
Tocope up markets.
correspondence expands
Business
weapon to combat competition.
A business.
Lifeblood of modern
Easy access tO all.
transactions.
Evidence of business
Prevents unpleasant misunderstanding.
miscommunication.
unpleasantness of
Avoids
Avoids annoyance.
with personal interviews.
Dispenses promotion.
Low cost of sales
32 EsSENTIALS OF BuSINESS COMMUNICATION
CORRESPONDENCE
FUNCTIONS OF BUSINESS
indeed true that commercial correspondence goes a long way in open
is
It
and in promoting business growth. Ie
up trade relations, maintaining them correspondence are discussed below:
functions performed by commercial
Reference function
carefully and
outgoing letters are
When incoming letters and copies of ready reference. The attention of the
systematically filed, they serve as a
company's earlier letters or to addressee s
addressee can be drawn to the
letters to enforce compliance with performance.
Evidence function
for supporting or opposing a
Correspondence can be produced as evidence
also accepted as evidence in courts
business contention. Business letters are
of law.
Toclear misunderstanding
dispute arises, earlier business letters can be produced to eliminate
Whenever a the company.
misunderstanding and to establish the correct position of
Sales promotion
promotes sales. They
Effective sales letters couched in an attractive language of sales promotion.
reducing cost
even replace travelling salesmen there by memory, effective
While face-to-face conversations may not last long in
commercial correspondence creates a favourable image.
Promotion of goodwill
Business letters are very effective in fortifying the reputation of the company.
existing
thus, strengthening its goodwill. While new customers are created, the and
ones are retained. Good business letters can soften the angry customers
pacify the disappointed ones, thereby promoting business.
CHARACTERISTICS OF A BUSINESS LETTER
essentials:
Abusiness letter, to be effective, must satisfy the following
Know what to say
communicated. He should
The writer should first know what exactly is to be systematically.
grasp all the necessary facts and then arrange them
INTRODUCTION TO BusINESs WRITING 33
Clarity
The words and phrases should be carefully arranged so that, they convey the
exact meaning. Flowery expressions and unnecessary words tire the reader
and obscure the meaning. In short, a good letter is one that contains simple,
clear-cut and unambiguous sentences.
Conciseness or Brevity
The business letter should be brief and to the point. Brevity does not mean
omitting essential facts; it only requires. that all irrelevant facts and figures
be avoided.
Accuracy
misleading
The statements in a business letter should be accurate. False and
business house
statements will have a damaging effect on the reputation of the
and will result in the loss of profitable customers.
Completeness
complete information that are requested.
A reply letter nust furnish full and
correspondence may become essential.
Otherwise, unnecessary further
Courtesy
attribute of a good business letter. Politeness costs
Courtesyis an essential courteously
pacifies even an offended person. A
nothing but it wins friends and and cooperation of the sub-ordinates too.
worded letter wins the loyalty letter should be worded so
as
to be rejected, the
Even when arequest is
the other party.
to not annoy or irritate
Pleasant Even a refusal
loses,
should be a pleasure to read.
Every business letter
sting if it iscarefully worded.
much of its
Avoid commercial english expressions that were
com1nercial
correspondence should
avoid expression, 'with reference to
ne For example, in the 'esteemed favour, 'letter' can
the part. of avoided are,
fashionable infavour of the5h inst' instead which should be
yOur esteemed examples of commercial english greathy obliged, ý you would
be used. Some
acknOwledge receipt, we would be
'we beg to
be so kind as to....
34 EsSENTALS OF BUsINESS COMMUNICATION
Forceful and convincing
prolonged negotiatiot
This characteristic is essential in letters relating totheafacts
Arranging in the best possible
Astereotyped letter will have noeffect, letter convincing.
order and using forceful expressions will make the
KINDS OF BUSINESS LETTERS
widening of the area of business operations along with the stupendous
With the done by each business unit, business letterS
increase in the volume of business
diverse varieties. The various kinds of business
take different forms and are of
letters are briefly discussed below:
Enquiries andreplies
knowing the availability of goods, price lists, terms of
These are meant for and replies from business units.
lowest quotations, etc.,
trade, request for
Offers and quotations
letters in the form of a circular announcing offers of goods,
These are the future and emphasising
probability of poor supply in
cautioning the goods are still in stock. Letters containing
buying while the
the benefits of offer therefore state the rates
at which the
quotations sent in response to an
goods willbe offered on sale.
Orders and their execution
firms for the supply of specified quantities of
Letters placing orders with of orders or requesting condoning of
execution
goods, letters intimating category.
delays also come under this
Status enquiries the advisability of granting
houses to ascertain
Letters written to business applicants approach them for credit
when fresh
credit to specified parties
status enquiries. The persons addressed are the
firms
are called letters of applicants.
furnished as references by such parties referred also
credit-standing of
on the
Replies furnishing opinion
come under this type.
adjustments
Complaints, claims and be with regard to poor quality
complaints are many. They may execution of orders, etc. Replies
Letters of supply, delay in the
short
goods supplied,wounded courtesy.
feelings require to be drafted with tact and
assuaging the adjustment letters.
These are called
INTRODUCTION TO BusINESS WRITING 35
Circular letters
These letters convey a
message to number of clients who may be
business friends, dealers, etc. For example,
premises, obtaining new agency, clearance shifting
an of businesscustomers,
to a new
etc. sales, retirement of a partner,
Letters relating to an agency
Applications
letters seekingrequesting
the grant of an agency,
letters granting an agency,
reasons for poor sales
type. performance etc., come under this
Collectionor Dunning letters
These are letters demanding
for payment, threatening legalsettlement of dues, granting extension of time
action against continued default, etc.
Application for a post
These refer to applications put in for
appointment to advertised posts or
vaccanices in a company. Appointment letters
will alsO come under this category. and letters verifying references
Recommendation letters
They may be testimonials or letters introducing business friends to
business houses. other
Letters relating to export and import
These comprise letters seeking price quotations, placing orders with foreign
suppliers, advice of shipment, advice of sales, etc.
Bank correspondence
Correspondence of the business house with their bankers is very frequent.
Some of hem incude standing instructions to bankers, letters regarding
dishonoured cheques, and requesting loan facilities. Correspondence between
the bankers and business houses includes asking the business house to produce
more securities. Letters from banks to their head offices and vice versa,
leuers -from one bank to another bank also come under this type.
Insurance correspondence
Request for cover against damages by fire or water, notice of damage by fire
along witt theclaim, andreplies of insurance companies accepting liability
or rejecting claims, all come under insurance correspondence.
36 EsSENTIALS OF BUsINESS COMMUNICATION
Secretarial correspondence directors,
secretary with the
The, çorrespondence of the company with various
stock companies,
sharehglders, office staff, registrat of joint etc.. come under secretarial
Government bodies, banks, stock exchanges
correspondence.
Correspondence with Government departments
unit can function without having to do deals with the various
No business licences, submission of various statistical
GOvernment departments. Obtaining
clarifications on various Governmnent orders, all come under
data, seeking
this category.
SUMMARY
coping with the increased
Importance of business correspondence includes
acts as a weapon to combat
volume of business, expansion of markets, evidence of business
competition, lifeblood of modern business, easy access, and annoyance,
transactions, avoids misunderstanding, miscommunication
promotion.
dispenses with personal interviews, low cost sales
functions, evidence
Functions of business correspondence are reference
function, clearing up misunderstanding, sales and goodwill promotion.
Characteristics of a business letter are knowing what to say, clarity,
conciseness, accuracy, completeness, courtesy, pleasant, avoiding commercial
english, forceful and convincing.
The kinds of business letters are letters of enquiries and replies, offers and
quotations, orders and their execution, status enquiries, complaints, claims
and adjustments, circular letters, letters relating to agency, collection letters,
applications, letters of recommendations, letters relating to export and import,
bank correspondence, insurance correspondence, secretatial correspondence
and correspondence with Government departments.
REVIEW QUESTIONS
Part A
1. What is business correspondence?
2. What is status enquiry?
3. What are dunning letters?
4. What are circular letters?
