B.

Com-Business Communication

B.Com

Third Year
Core Paper No. 13
BUSINESS COMMUNICATION

BHARATHIAR UNIVERSITY
SCHOOL OF DISTANCE EDUCATION
COIMBATORE – 641 046

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(Syllabus)
CORE PAPER 13 BUSINESS COMMUNICATION

Objectives : To develop the written and oral business communication skills.

UNIT – I
Business Communication: Meaning – Importance of Effective Business Communication –
Modern Communication Methods – Business Letters: Need – Functions – Kinds – Essentials
of Effective Business Letters – Layout.

UNIT – II
Trade Enquiries: Orders and their Execution – Credit and Status Enquires – Complaints
and Adjustments – Collection Letters – Sales Letters – Circular Letters.

Unit – III
Banking Correspondence Insurance Correspondence – Agency Correspondence.

Unit – IV
Company Secretarial Correspondence: (Includes Agenda, Minutes and Report Writing)

Unit – V
Application Letters - Preparation of Resume – Interview : Meaning – Objectives and
Techniques of various of Interviews – Public Speech – Characteristics of a good Speech –
Business Report Presentations.

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CONTENT

Lessons PAGE
No.
UNIT-I
1 Business Communication 4
UNIT-II
2 Trade Enquiries 33
UNIT-III
3 Banking Correspondence 57
UNIT-IV
4 Company Secretarial Correspondence 72
UNIT-V
5 Application Letters 81

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UNIT- I

LESSON-1
BUSINESS COMMUNICATION

CONTENTS
1.1 Aims and Objectives
1.2 Introduction
1.3 Definitions
1.4 Business Communication
1.5 Empathy.
1.6 Common denominator
1.7 Projection or impact creation.
1.8 The Meaning of Communication Skills
1.9 Media of communication:
1.9.1 Written communication
1.9.2 Oral communication, Visual Communication, Audio-Visual communication,
Computer based communication, Silence, as communication
1.10 Effective Business Communication
1.11 Physical, tonal and verbal aspects of communication
1.12 Voicing Our Thoughts
1.13 Become aware of body language
1.14 The Importance of Communication Skills at the workplace:
1.14.1 For Manager and Employee relations
1.14.2 For motivation and employee morale:
1.14.3 For increase in productivity:
1.14.4 For Employees
1.15 Principles of Communication
1.16 Modern Communication methods
1.16.1 Phones:
1.16.2 Telex
1.16.3 E mail
1.16.4 Voice Mail
1.16.5 Pager
1.16.6 Teleconferencing

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1.17 Email Etiquette

1.17.1 Selecting the Content
1.17.2 Using the right tone
1.17.3 Working in Microsoft Word
1.17.4 Break up
1.17.5 Using Casual Language
1.17.6 Considering the audience
1.17.7 Power point presentation
1.17.8 Summarising the content
1.17.9 Using Simple layout & suitable font
1.17.10 Minimising the complicated Multimedia in our slide
1.18 Telephone Etiquette
1.18.1 Incoming calls
1.18.2 Outgoing
1.19 Communication channels & their importance in online business
1.20 Email
1.21 News Letter
1.22 Live Chat
1.23 Notice Board
1.24 Phone Number
1.25 Importance of writing business communication letters
1.26 Need for Business letters
1.27 Functions of business letters
1.28 Kinds of business letters
1.28.1 Memo
1.29 Essentials of effective business letters
1.30 Elements of standard business letters and their function
1.31 Organisation of idea in a letter
1.32 Three types of layout
1.32.1 Full Block
1.32.2 Modified Block
1.33 To sum up
1.34 Lesson end activity

1.1 AIMS AND OBJECTIVES

At the end of this unit the student will understand

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a. The meaning and importance of effective business communication

b. Modern communication methods
c. The needs, functions and kinds of business letters
d. The essentials of Effective business letters and their lay out

1.2 INTRODUCTION

"Effective communication needs to be built around this simple foundation and

realization: communication is a dialogue, not a monologue. In fact, communication is
more concerned with a dual listening process."

1.3 DEFINITIONS

Peter Little defines communication as the process by which information is transferred

between individuals and/or organizations so that an understanding response results.
Communication has been defined by W.H. Newman and C.F.Summer, Jr as an exchange
of facts, ideas, opinions or emotions by two or more persons.

William Scott has defined administrative communication as a process which involves the
transmission and accurate replication of ideas ensured by feedback for the purpose of
eliciting actions which will accomplish organizational goals.
This definition emphasizes four important points:
1. The process of communication involves the communication of ideas.
2. The ideas should be accurately reproduced in the receiver’s mind.
3. The transmitter is assured of the accurate replication of the ideas by feedback.
4. The purpose of all communication is to elicit action.

1.4 BUSINESS COMMUNICATION

Business Communication is communication used to promote a product, service, or

organization; relay information within the business; or deal with legal and similar issues.
Business Communication encompasses a variety of topics, including Marketing, Branding,
Customer relations, Consumer behaviour, Advertising, Public relations, Corporate
communication, Community engagement, Research & Measurement, Reputation
management, Interpersonal communication, Employee engagement, Online

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communication, and Event management. It is closely related to the fields of professional

communication and technical communication.
According to Dr. Heinz Goldmann, Chair, Heinz Goldmann International Foundation for
Executive Communications, Geneva.
“Learning to communicate more effectively is so easy, yet so few bother to put in the time
to learn how. It's not magic; it's not a 'black' art; it's not a gift we are either born with or
denied forever.”
It is built around three skill sets:

1.5 EMPATHY

It's about being able to put ourselves in someone else's shoes; about understanding the
implications of what we are saying or doing for colleagues, employees, customers and
anyone else behaviour affects.

1.6 COMMON DENOMINATOR

If we are to communicate effectively we have to find, establish and express a common

denominator with our target group. There needs to be a bond of solidarity.

1.7 PROJECTION OR IMPACT CREATION

If the delivery is boring then empathy won't help. The impact created is based on
projecting a strong message, portraying a powerful personality, impressing by determined
(yet acceptable) persuasion. Empathy and projection are not necessarily correlated.
Similarly, projection and impact are not automatically helped by using the latest high-tech
devices. In fact, there is a danger that technology will lead to a greater number of
monologues as executives become consumed by technical gimmickry rather than focusing
on the message they are trying to communicate. Also, face-to-face communication is 90
per cent more effective than written or printed messages.
Peter Drucker in his foreword to a book (Parkinson & Rowe (1978)) on communications
states quite bluntly that poor communications are a direct result of our ignorance. He
contends that we do not know:
• what to say;
• when to say it;
• how to say it; or
• to whom to say it.

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1.8 THE MEANING OF COMMUNICATION SKILLS

Communication is a two-way process in which people transmit (send) and receive;

• ideas
• information
• opinions or
• emotions.
These must be interpreted and reacted on, normally through feedback before the
communication process is completed. In the world of business, the aim should be to
develop communication patterns, between individuals and groups, that are;
• meaningful
• direct
• open, and
• honest.
A manager conveys information and instructions through communication, either written or
verbal. It is therefore a vital link between the manager and his or her team and effective
communication is the key to good management. Yet, in reality, it is a very poor link.
Just consider the results (Warner (1981)) of two surveys on this subject. According to the
first survey, we are all being constantly bombarded with messages, and of around 2000 a
day, we will only remember some 65 - hardly a good average. The other and completely
independent survey confirms this very low rate of retention, but goes a step further in
looking at the retention for the various means of communication:
• Reading 10% retention
• Hearing 20% retention
• Seeing 30% retention
• Hearing and seeing 50% retention
This study provides a very useful clue to effective communication, and confirms that
audio-visual techniques are much better than just audio or visual. Also that writing /
reading messages is the least effective way to communicate. There are broadly four
components of any communication:
• communicator;
• medium;
• message; and
• recipient
But we tend to focus attention on only one of the four, the message. The other three
components are usually ignored and this leads to a complete breakdown in
communications. In the case of international business communications there are additional

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factors such as language barriers and cultural differences. These can further complicate the
picture by distorting the message

Communication is essential for life in general but in business settings, it is critical.

Communication is more than just a matter of speaking and hearing, especially within a
business setting. Good communication, on the other hand, means that our message will be
sent and that the people or organizations understand the message in its entirety. Further,
they are much more likely to respond in a positive manner if the message was
communicated effectively. A poorly communicated message will most likely result in an
unfavorable response.
Today, most businesses are relying on the Internet as a way to communicate. This can be
especially trying when trying to communicate effectively as there is no body language to
rely on and no spoken words. The reader can only then make assumptions based on our
words. Electronic communication can be difficult and challenging but can also result in
favorable outcome for all.

1.9 MEDIA OF COMMUNICATION

Communication is transmitted through different channels and uses the media to achieve
maximum reach. The different channels are classified as:
• Written communication
• Oral communication
• Visual Communication
• Audio-Visual communication
• Computer based communication
• Silence, as communication

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1.9.1 WRITTEN COMMUNICATION

In order to record the communication for future references letters, office memo, circulars,
orders, reports, agenda, minutes, manuals, handbooks are prepared in the written form.
The merits of written communication can be enlisted as:
1. It can be maintained as permanent record
2. In litigation, it can be used as evidence
3. It must confirm to rules and regulations of the company
4. It is more accurate and precise
5. It can be recalled and referred later.
6. It provides wide access
7. It facilitates delegation of powers
8. It is the cheapest form of educating employees.

Written communication has certain demerits viz.,

1. It is a time consuming process
2. It is costlier and involves lots of paper work
3. It is difficult to get quick clarification
4. It may be destroyed or copied by competitors.
5. It delays decisions
6. It may be destroyed by fire or other natural calamities.

1.9.2 ORAL COMMUNICATION

Oral communication comprises face to face conversation, conversation over telephone or

mobile, radio broadcasts, interviews, group discussions, expressions in role plays and
presentation in seminar, conferences, symposiums, public speeches and meetings in
forums and announcements. The merits of this mode of communication are:
1. It saves time and money.
2. It is a more powerful means of persuasion and control
3. The speaker can convey different shades of meaning by varying the tone, pitch
etc…..
4. There can be immediate feedback and clarification
5. It could be informal, helping to promote friendly relations
6. It is more effective with groups.

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The limitations of oral communication are:

1. It is unsuitable for lengthy communication
2. It cannot be retained for a long time.
3. It has no legal validity
4. There are greater chances for misunderstanding
5. It is not easy to assign responsibility in case of mistakes in communication

1.10 EFFECTIVE BUSINESS COMMUNICATION

Face-to-face meetings can result in awkward pauses and initial shyness for those who are
not brimming with confidence. To help us over this hurdle, we can approach the meeting
fully prepared and well armed if we have a look at the following factors.
In order to get our message across, think about what we are trying to achieve during the
dialogue:
What information do we wish to convey?
What do we want the other person to do as a result?
We should organise ourselves beforehand. We should jot down notes about our major
points. Be positive and keep the message simple.

1.11 PHYSICAL, TONAL AND VERBAL ASPECTS OF COMMUNICATION

Communication is not just speaking, writing or gesticulating. It's more than the
transmission of information. Something else has to occur for the communication to be
complete. The other party in the communication process has to engage their brain and
receive the message.
There are some points to remember when considering the various methods of
communication and some hazards to be aware of when dealing with business
relationships:

a) Only 7% of the impact we make comes from the words we speak.

b) The rest is visual - our appearance, the sound of our voice and our body language.
c) We can break that 7% further down into sections: the type of words we use, the sort
of sentences we use, how we phrase them.
d) 38% of the impact we make comes from our intonation.
e) 55% of the impact we make comes from our body language

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1.12 VOICING OUR THOUGHTS

Pay attention to our voice. Tone, inflection, volume and pitch are all areas to consider.
Most people don't need to develop their speaking voice, but there are many who do not
understand how to use it effectively.
The simplest way is to compare the voice to a piece of music - it is the voice that is the
instrument of interpretation of the spoken word. Those who have had some training in
public speaking sometimes use mnemonics as memory joggers for optimum vocal effect.
One simple example is R S V P P P:
• Rhythm
• Speed
• Voice
• Pitch
• Pause
• Projection.

1.13 BECOME AWARE OF BODY LANGUAGE

Body language plays a large role in communication. If we are making person to person
contact, we are then able to read non verbal body language and possibly rely on that for a
clue as to the effectiveness of our message. Watch for disinterest, eye rolling, body
slumping, lack of interest, looking in another direction, these are all non verbal body
language and not a very good sign either. If we are delivering an oral presentation to a
group, we can observe their non verbal body language and determine if we are captivating
them or simply boring them. All we have to do is pay attention and if we communicate
clearly and are organized, the result will likely be a favorable one.

1.14 THE IMPORTANCE OF COMMUNICATION SKILLS AT THE WORK

PLACE

Modern Corporate culture demands excellent business communication skills. Whatever be

the nature of the job, whatever is the designation, the advertisements in newspapers
always have excellent communication skills as a major criterion. Only applicants with
such skills find it easy to get jobs today. As most of the work done today is completed by
teams, effective interaction has become a basic requirement, particularly in the following
areas
1.14.1 FOR MANAGER & EMPLOYEE RELATIONS :-
Effective communication of information and decision is an essential component for
management-employee relations. The manager cannot get the work done from employees
unless they are communicated effectively of what he wants to be done? He should also be

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sure of some basic facts such as how to communicate and what results can be expected
from that communication. Most of management problems arise because of lack of
effective business communication. Chances of misunderstanding and misrepresentation
can be minimized with proper communication system

1.14.2 FOR MOTIVATION AND EMPLOYEE MORALE:

Communication is also a basic tool for motivation, which can improve morale of the
employees in an organization. Inappropriate or faulty business communication among
employees or between manager and his subordinates is the major cause of conflict and low
morale at work. Manager should clarify to employees about what is to be done, how well
they are doing and what can be done for better performance to improve their motivation.
He can prepare a written statement, clearly outlining the relationship between company
objectives and personal objectives and integrating the interest of the two

1.14.3 FOR INCREASE IN PRODUCTIVITY:

With effective business communication, we can maintain a good human relation in the
organization and by encouraging ideas or suggestions from employees or workers and
implementing them whenever possible, we can also increase production at low cost.

1.14.4 FOR EMPLOYEES:

It is through the communication that employees submit their work reports, comments,
grievances and suggestions to their seniors or management. Organization should have
effective and speedy business communication policy and procedures to avoid delays,
misunderstandings, confusion or distortions of facts and to establish harmony among all
the concerned people and departments.
Open communication leads to the increase in the comfort level among business
persons, builds trust among vendors, customers and the staff, which in turn increases
productivity.

1.15 PRINCIPLES OF COMMUNICATION

To make all forms of communication effective, certain basic and scientific principles will
have to be followed.
- Clarity of thought and action
- Completeness of the message
- Conciseness and brevity in expression
- Consideration of the receiver’s point of view
- Courtesy and friendliness in communication
- Correctness of message at the correct time and in the correct time

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1.16 MODERN COMMUNICATION METHODS

There are various ways through which we communicate with each other. These may be
called as the means of communication. In face-to-face contact we use different parts of our
body or we directly talk to others while communicating our message. Where face-to-face
communication is not possible, we take the help of some other means through which we
usually convey our messages. For example, we may use letters to convey written
messages; talk to others over telephones; send telegrams and use various other modern
machines like computers, fax machine, etc. to communicate our messages. The means to
be used in our communication process depends upon the purpose of communication. For
example, to send any urgent message we generally use telephone; for any important matter
for which a written document is required, we use letter, telegram, fax, etc. Now-a-days
modern technology has given us a wide option to choose the means according to our
requirement and liking. Let us discuss some of the important means of communication
commonly used in business.

1.16.1 PHONES
Telephone is a very popular form of oral communication. It is widely used for internal and
external business communications. Long distance communication is facilitated by STD
(Subscriber Trunk Dialing) while international communication can be made through ISD
(International Subscriber Dialing) facilities. Both government and private agencies
provide telecom services. Telephone is mostly preferred as it helps in establishing instant
communication.
In business firms as well as government and private offices automatic switchboards
known as private automatic branch exchange (PABX) are installed to facilitate internal as
well as external communication.
Now-a-days mobile phones are very popular as they give an access to the receiver
anytime, anywhere. This is an improvement over the fixed line telephone. It possesses
many modern features like Short Messaging Services (SMS), Multi Media Messaging
Services (MMS) etc., by using which written messages can be sent to the receivers. Both
private as well as government organizations provide this services. MTNL, BSNL, Airtel,
Idea, Hutch, Reliance and Tata are the leading mobile service provider in our country. In
the twenty-first century, we have managed to combine the Internet with the telephone;
Voice over IP, or internet telephony, looks set to replace traditional telephone networks
with its low cost and ease of use. Like the telegraph, the telephone may one day drop off
the world's technology scale but its history has been instrumental in the development of
modern communications.
1.16.2 TELEX:
Telex provides a means of printed communication using teleprinter. Teleprinters consist of
machines installed at different places which are connected to a central exchange through
cable. In each machine a standard keyboard is fitted. Any message typed by using those
keyboards at one end is automatically typed at the other end. Hence instant transmission is
possible.

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1.16.3 FAX:
Fax or facsimile is an electronic device that enables instant transmission of any matter,
which may be handwritten or printed like letters, diagrams, graphs, sketches, etc. By using
telephone lines this machine sends the exact copy of the document to another fax machine
at the receiving end. For sending any message the documents on which message, diagram
or drawing is typed or drawn has to be put in the fax machine and the fax number (a
telephone number) of the other party has to be dialed. Then the fax machine at the
receiving end will instantly produce the replica of the matter. This is the most commonly
used means of written communication in business. The main advantages of Fax system are
easy operation, instant transmission of handwritten or printed matters over any distance,
simultaneous transmission to two or more receivers, etc. The machine also records each
transaction of communication.
The only limitation is that fax machines accept document up to a standard size. Again, as a
usual practice, a copy of the same document is sent to the receiver through post for their
record. The receiver at the other end also makes a photocopy of the document immediately
after receiving the message through fax machine, because there may be chances that the
ink used by the machine may fade away after some time.
1.16.4 E-MAIL:
Electronic mail, popularly known as e-mail is a modern means of communication. The
system makes use of electronic methods of transmitting and receiving information. An
email address commonly consists of three parts, "[email protected]". Starting from
the right, the domain name (domain.com.) is used to relate an email address to a physical
machine. Each domain is 'hosted' at a particular computer and can be found using the
Domain Name System (DNS), just like a website on the world-wide-web. The part to the
left (username) is where the name of the user goes. This allows the system to direct the
email to the correct person at a domain. The @ symbol, or 'at' in the middle is a shorthand
way of relating a username to a domain. The combination of the username and domain are
unique. The @ symbol was introduced in 1971 to allow people to send emails to people on
different computers via networks such as the internet. In this case individuals, through the
internet, open an e-mail account in their name from any ISP (Internet Service Provider).
Then letters, messages, pictures or sounds can be sent through their computer to the e-mail
accounts of other individuals. Whenever the other person will access his e-mail account he
receives the message. The information is communicated audio visually and the process is
extremely fast. This method is gaining popularity with increased use of internet among the
users.
1.16.5 VOICE MAIL :
It is a computer-based system for receiving and responding to incoming telephone calls. It
records and stores telephone messages through computer memory. The caller can get the
required information by dialing the voice mail number and then following the instructions
of the computer. The individuals can also record their messages through voice mail. The

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receivers at their own convenience can get the message from the machines and take action
accordingly. We can book any fault of our telephone using BSNL service by dialing a
voice mail number 198.
1.16.6 PAGER:
This is an instrument which can be used to receive any short messages from the sender at
any time. Within a limited area if any body wants to send any message to a person who
does not have any fixed work place or he/she is in motion, then the message can be sent
through pager. The sender dials a telephone number and gives his message orally to the
company operating the pager service. This message is transmitted by the company to the
person possessing the pager. The message travels through air in the form of electronic
signal, which is converted into written message through pager. By reading that message
the receiver will take action immediately. It is a system of one-way communication, which
means the receiver can only receive the message but cannot send any message through this
machine.
1.16.7 TELECONFERENCING:
Conference generally refers to a meeting of people for consultation or discussion
regarding any common issues. Here people sit together and interact face to face with each
other. But, teleconferencing is a system through which people interact with each other
without physically sitting in front of others. People can hear the voice and see the picture
of others and also respond to their queries even if sitting in different countries. It requires
the use of modern electronic devices like telephone, computers, television etc. For every
teleconferencing a central controlling unit is required that facilitate the entire process of
communication.
There are two different types of teleconferencing, one, audio-conferencing and other,
video-conferencing. Let us know more about them.
• Audio-conferencing - It is a two-way audio communication system in which the
participants listen to the voice and respond immediately sitting at different places.
People may listen to the voice through radio or television and put their queries by
using telephone.
• Video-conferencing - Besides listening to the voice, the participants of the
conference can also see the picture of each other while talking themselves. This is
called video-conferencing. There are two different types of video conferencing
process.
i. One-way video and two-way audio: In this system, the participants can listen to the
voice and see the picture of the persons sitting at the studio. The audience maintains
a contact with the studio through telephone and the persons at the studio listen to the
voice of the participants.

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ii. Both way audio and video: Here participants at both the end i.e., studio as well as
audience end, are able to listen to the voice and see the picture of each other while
talking amongst themselves.

1.17 E-MAIL ETIQUETTE

The Internet has made it both easier and more difficult for people to communicate. It is
now easier than ever to send written correspondence; all it takes is the click of a button.
But many people would rather send off a quick email than pick up the phone, which
means more people than ever are putting even their quick, casual business communication
in writing. If writing is not our strong point, we may not be communicating with
coworkers, clients, and partners as effectively as we could be. Here are six tips to make
our business communication skills better.

1.17.1 SELECTING THE CONTENT

Even if we are not writing an emotionally charged email, hitting send too fast can hurt us.
We might have sounded a little more harsh than we meant to, or we might not have
written as clearly as we could have. Either way, we should give it an hour or two and
come back to it with fresh eyes before sending. Often we are too close to the material just
after we have written it to spot flaws in our communication.

1.17.2 USING THE RIGHT TONE

We may not mean to sound harsh, but people may understand our emails and memos the
wrong way. Sometimes when people read something negative, it blocks them from
absorbing our entire message. Before sending out our email, we should read it over
carefully to make sure our message is not too negative.

1.17.3 WRITING IN MICROSOFT WORD

Microsoft Word has the Spell Check feature, and our email probably does not. The feature
does not catch every mistake, but it may help us spot some typos that we otherwise would
have missed. If we have difficulty with spelling, we should write our communications in
Microsoft Word first to take advantage of its Spell Check feature.

1.17.4 BREAK UP
People have difficulty absorbing long unbroken blocks of text. To make our emails and
other communications more reader-friendly, we should break them up into shorter
paragraphs, each containing a single main idea. This will make it easier for readers to
understand our point.

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1.17.5 USING CASUAL LANGUAGE

The Internet has given rise to a lot of casual acronyms and shortenings of words, such as
ur for our and u for your. We should avoid these at all costs in business communications.
They are too casual for a business environment.

1.17.6 CONSIDERING OUR AUDIENCE

Are we writing to a marketing exec, a programmer or other technical employee, or the
company president? Are we writing to one specific person or to a large audience with
different levels of technical understanding? We should always tailor our communications
to our audience. If we are writing to employees who are not technical, we should avoid
specialized technical words and break concepts down so that laypeople can understand.

1.17.7 POWER POINT PRESENTATIONS

Power point presentations are widely used these days to put forth business proposals by
individuals who want to set up a new company, or promote new products and services to
their future clients, or sell effective business ideas in a profitable price for their
prospective buyers. The most common problem that every presenter encounters is that
delivering such a lengthy business proposal could actually turn off audiences' attention.
We must deliver relevant messages within short durations. There are several ways to boost
our presentation effectively with Power point presentation slides.

1.17.8 SUMMARIZING THE CONTENT

All of the contents are included in our business proposal handouts. Our audiences might
have (or not) read our handouts in advance. Based on the handouts, we need to summarize
the contents from every chapter before putting it into our slides. For example, if we want
to show our main objectives or mission statement of our company to our audiences, we
should list out 2-3 objectives per slide. On the other hand, we need to improvise for the
elaboration of these main objectives beforehand in order to capture our audiences'
attention. In other words, it is pointless to include all contents from our handouts into our
slides; which produces non-interactive communication with our audiences.

1.17.9 USING SIMPLE LAY OUTS AND SUITABLE FONTS IN OUR SLIDES
Basically, we may use any lay out for our presentation. If we want to make it simple and
clear, it is advisable to use plain colored backgrounds with black colored Arial or Century
Gothic font. We should make sure the font size is greater than size 40 and avoid
complicated backgrounds that could distort the whole display in our slides.

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1.17.10 MINIMIZING THE USE OF COMPLICATED MULTIMEDIA IN OUR

SLIDES
If we are preparing Power point presentation on our own, embedding multimedia such as
video and music could be distracting to our audiences. Furthermore, we need more time to
improvise for the video contents. This could only make us feel more nervous and
therefore, it will affect our speech presentation.

We can import our colored graphs and charts from Excel to our slides if we have related
data in our business proposal. We should use primary colors for our graphs and charts
before placing them on our white-colored background slide. For effective display, we
should make use of custom animation to present our related graphs and charts to our
audiences.

1.18 TELEPHONE ETIQUETTE

There is a need for proper telephone etiquette in the work place. Along with company
downsizings and layoffs has come a necessity for companies to merge jobs together in
order to eliminate human resources and save money. While that may be necessary, it is not
necessary that the common element of etiquette, especially telephone etiquette, be left to
suffer.

Since customers are the ones who infuse the profits into a business, they do not appreciate
being treated with rudeness in their dealings with a company. This includes any business
that is conducted on the telephone.

Proper telephone technique involves some basic common sense in which everyone who
works for a company should use. Here are some basic tips:

1.18.1 INCOMING CALLS :

All incoming calls should be answered in a timely manner. Business telephones should
always be answered with a phrase like, "Good morning, ABC Company, Carol speaking,
may I help you?" In a busy office setting that fields hundreds of calls each day, this
particular phrase may be too much to say. If so, it can be shortened to a phrase that is less
wordy. But the name of the company needs to be stated as soon as the phone is answered
along with the person's name who answered the phone. This lets the caller know that they
have indeed reached the right business, and lets them know with whom they are speaking.

Never put a caller on hold, but if you have to, be sure to check back with them every
minute or so and ask if they would like to continue to hold. This lets them know that they
have not been forgotten, and that we are attending to their call.

We should speak clearly and slowly when we answer a business telephone. We should not
slur or mumble our words, but speak with confidence so the person on the other end has
the feeling that we know what we are doing.

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We should never be rude to a caller, no matter how nasty they are, and always remember
to handle ourselves in a professional, business-like manner. This includes handling the
situation in a calm, cool manner.

1.18.2 OUTGOING CALLS:

Here again we should speak clearly and slowly when we make a business call. Time may
be money, but if the other party cannot understand what we are saying, then we might as
well have saved our breath and not made the call at all.
All customers expect to work with a professional organization. One sign of a professional
organization is how they are treated by the people who work there.
When calling another business, it is proper etiquette to give our name and the company's
name we work for to whomever answers the telephone. We should not make them guess
who it is.
If we get the wrong number, we must apologize to the person who answers the phone--and
not just hang up. This is especially important nowadays when people have Caller ID on
their phone lines. All they have to do is to check their device to find out who just rudely
hung up on them.
When leaving a phone message, we should always state our name, company, phone
number and reason for calling. We should not stammer or stutter and use up an
unreasonable amount of time.

1.19 COMMUNICATION CHANNELS & THEIR IMPORTANCE IN ONLINE

BUSINESS

There are various communication channels used by Business websites and these channels
are of vital importance in creating and sustaining the business. For an online business, due
to the lack of physical presence, it is all the more essential to present a friendly,
contactable, open face interaction so that the customer feels comfortable. To gain the trust
of our customer, we need to provide plenty of channels of communication that will replace
the feeling of distance caused by doing business online. We should remember that we
must provide a substitute for face-to-face interaction with our clients. The most common
channels are listed below.

1.20 E-MAIL

This is the first point of contact for a customer of an online business. It is the most
common and easiest way to communicate with our client. When a potential customer is
surfing our site and is interested in our product, their first instinct is to email a query. It is
of paramount importance that our email is displayed prominently for the least net savvy
customer to be able to find it.

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1.21 NEWSLETTERS

This is a great way to interact, provide free information and encourage our customer to
buy. It works as a great customer service and retention tool, giving the customer the
satisfaction of having got that little bit extra from our site. We can include new
improvements to our site or product and intelligent content to pull in the customers.

1.22 LIVE CHAT

This is a novel and effective way to make a sale on our website. It encourages our
customers with the idea of being able to communicate immediately and get a response to
their queries. It presents our business as one that is proactive and technology savvy.
Additionally, it will convert a casual web window shopper into a serious buyer more
quickly due to the time he or she will spend on the site. However, be careful with this
channel because it implies that someone has to constantly be available at the other end of
the wire.

1.23 NOTICE BOARDS

This is a great one-way channel of communication with our customer. It communicates

the important information, such as a change in time or any other message that has to be
sent out. It is useful to keep our customers and visitors informed of new developments.

1.24 PHONE NUMBERS

Obviously, there are the good old fashioned communication channels that need to be
addressed. A legitimate business, online or otherwise, is expected to have business phone
numbers that are listed and contactable. Many of our customers may not be as technology
savvy as others, so we need to supply everyone with plenty of alternatives, especially
traditional ones, of contacting our business. Since web customers are global, we need to
make sure that we specify what time format we follow and indicate the country we are
located in.

1.25 IMPORTANCE OF WRITTEN BUSINESS COMMUNICATION

Communication may be made through oral or written. In oral communication, listeners

can make out what speakers are trying to say, but in written communication, text matter in
the message is a reflection of our thinking. So, written communication or message should
be clear, purposeful and concise with correct words, to avoid any misinterpretation of our
message

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Written communications provide a permanent record for future use and it also gives an
opportunity to employees to put up their comments or suggestions in writing.

So, effective business correspondence is very important for successful working of an

organization. An effective letter should also sound natural as it would in a conversation
that is about the business to be done. In order to make the letter effective, we should read
it aloud after having written it. It is different from the personal letter as it has to be
accurate, precise, clear, courteous and reasonable in order to achieve the purpose for
which it is written,

We should always read through our letters when we have finished, to check for mistakes
in grammar or spelling. We should be careful even when we use a spellchecker on our
computer as it cannot always tell which version of a word is appropriate in the context we
have chosen, e.g. their and there. Add any unfamiliar names to the spellchecker's
dictionary.

1.26 THE NEED FOR BUSINESS LETTERS

In an international working environment, if we work for a company which does business

abroad, we probably read and write a lot of English. Writing, just like speaking, is
communication. In our letters and emails we need to express many things: authority,
gratitude, dissatisfaction, etc. Expressing ourselves well and with the correct level of
formality is an important skill.
In short, we need to give a professional image when we write to our customers and
business partners. Imagine the problems that could occur if this is not done carefully.
Here are some examples of what might go wrong:
• delivering the wrong items to a customer
• delivering correspondence on the wrong date or to the wrong address
• management using incorrect data when making decisions
• staff misunderstanding each other

Some methods of passing on information involve writing it down. Other methods use the
spoken word (sometimes known as oral methods). The method we choose depends upon:
• whether we need to keep a written record e.g. a receipt proves a bill has been paid
• whether speed is important e.g. oral communication is often quickest
• who will receive the information e.g. a customer would not be happy with a
scribbled note; it would be better to send a letter.

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1.27 FUNCTIONS OF A BUSINESS LETTER

A business letter
- Serves as a record of future reference
- Makes a lasting impression on the receiver’s mind than an oral message
- Widens the area of operation, since it can reach anywhere.
- Is used as a legal document
- Aims at building the goodwill of the company.

1.28 KINDS OF LETTERS

When we confirm that the order has been received and that it will be executed in
accordance with what was stipulated in the order it is known as an acknowledgement of
order. If we want information from a company, we write a letter of inquiry. If we pay by
cheque, this kind of letter should accompany the cheque and it is known as a letter for
settling payment. We regret having given the buyer cause for complaint,and then we send
him a reply to complaint. When payments are outstanding, we have to send the customer
a reminder. A reply to an inquiry giving prices and other information that has been
requested is known as a quotation./offer. When the goods are ready for dispatch, the
seller confirms this by letter, e-mail or fax through a confirmation of dispatch

The goods did not correspond the expected quality, they arrived too late or were damaged.
Then we should write a complaint letter.

1.28.1 MEMOS

• The word memo is short for memorandum and it means a note to help as a reminder.
• It is only used within a business and so there is no need for a full external address to
be shown. However, we might need to show an internal office address, e.g. room
number and building.
• Notice that there are usually just spaces for the names of the person sending and the
person receiving the memo. However, copies might be sent to other people in the
company for reference.
• The subject is clear from the heading and the text is brief.

There is no formal signature. Sometimes the originator will sign their name freehand at the
bottom.

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Memos have a twofold purpose: they bring attention to problems and they solve problems.
They accomplish their goals by informing the reader about new information like policy
changes, price increases, or by persuading the reader to take an action, such as attend a
meeting, or change a current production procedure. Regardless of the specific goal,
memos are most effective when they connect the purpose of the writer with the interests
and needs of the reader.
Choose the audience of the memo wisely. Ensure that all of the people that the memo is
addressed to need to read the memo. If it is an issue involving only one person, do not
send the memo to the entire office. Also, be certain that material is not too sensitive to put
in a memo; sometimes the best forms of communication are face-to-face interaction or a
phone call. Memos are most effectively used when sent to a small to moderate amount of
people to communicate company or job objectives.
The format of a memo follows the general guidelines of business writing. A memo is
usually a page or two long, should be single spaced and left justified. Instead of using
indentations to show new paragraphs, skip a line between sentences. Business materials
should be concise and easy to read. Therefore it is beneficial to use headings and lists to
help the reader pinpoint
For easy reading, put important points or details into lists rather than paragraphs when
possible. This will draw the readers' attention to the section and help the audience
remember the information better. Using lists will help we be concise when writing a
memo.
The segments of the memo should be allocated in the following manner:
• Header: 1/8 of the memo
• Opening, Context and Task: 1/4 of the memo
• Summary, Discussion Segment: 1/2 of the memo
• Closing Segment, Necessary Attachments: 1/8 of the memo
This is a suggested distribution of the material to make writing memos easier. Not all
memos will be the same and the structure can change as we see necessary. Different
organizations may have different formatting procedures, so be flexible in adapting our
writing skills

1.29 ESSENTIALS OF EFFECTIVE BUSINESS LETTERS

Promptness:
We should respond to a letter on the day we receive it. We need to send at least an
acknowledgement in which we can specify when we will send the reply and why we need
time to reply.

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Knowledge of the subject:

We must refresh our knowledge of the subject by going through the previous
correspondence on the same subject in order to understand the needs of the customer and
the principles on which the company operates.
Appropriateness:
We can use a tone and language to suit the occasion, the age of the person we address and
the culture of the company we address.
Accuracy and clarity:
Check any data or numbers that we may quote in our letter before we put them down on
paper, as inaccurate letters destroy the good will of the company. We should also verify
that we have answered all the queries raised by the business associate. The language
should be clear so as to avoid confusion and create ambiguity.
Persuasion:
We should convince the receiver of the letter and win him over to our way of thinking, by
highlighting how he may benefit from doing the business as we suggest. Persuasion is not
brainwashing where only one person gets benefit while the other is cheated. Persuasion
should lead to mutual benefits for both persons concerned.
Suitable length:
The letter should not be too short, as it would sound curt and lacking in courtesy. It should
not be too long and overloaded with irrelevant details.
Salesmanship:
Every letter should build the reputation of our company by its professional presentation of
our company’s goals and ideals.
Positive approach:
Many positive phrases should be used in business letters, particularly when the message
we send is negative as in rejection letters and letters of complaint. In this manner we show
the receiver that we care for the relationship, although we may not be able to work with
him on this particular occasion.

Business letter checklist

• The language used in a business letter tends to be formal e.g. 'We regret to inform
you.'
• The letterhead includes the full address and telephone number of the business.

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• The address of the recipient is also included in full on the left hand side above the
text.
• Everything is left justified (starts at the left hand edge) except the letterhead.
• Letters starting 'Dear Sir' end in yours faithfully.
• If we start with a person's name, for example 'Dear Mr Brown..', we end the letter
with yours sincerely.
• The date and any reference number are shown at the top of the letter.

1.30 THE ELEMENTS OF STANDARD BUSINESS LETTERS AND THEIR

FUNCTIONS

Why it is important to use the correct business letter format?

The way a business letter looks immediately gives the reader their first impression even
before they read it. The quality of the paper, letterhead design, the margins, spacing and
more all have something to say about the organization. A weakness in any of these
elements can detract from the effectiveness of the message, even though it is expertly
written.
Color
White is the standard and should usually be used. Light tints (grey, blue, green, etc) are
also becoming popular. Do not use any strong colour unless we know it is acceptable to
the reader.

Size
For most business men the Letter or A4 are the only acceptable sizes. There are other sizes
but they cannot be recommended unless we are in the creative field.
Layout
The date line is used to indicate the date the letter was written. However, if our letter is
completed over a number of days, use the date it was finished in the date line.
Sender's Address
Including the address of the sender is optional. If we choose to include it, place the
address one line below the date. Do not write the sender's name or title, as it is included in
the letter's closing. Include only the street address, city and zip code. Another option is to
include the sender's address directly after the closing signature.

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Inside Address
The inside address is the recipient's address. It is always best to write to a specific
individual at the firm to which we are writing. If we do not have the person's name, do
some research by calling the company or speaking with employees from the company.
Include a personal title such as Ms., Mrs., Mr., or Dr. Follow a woman's preference in
being addressed as Miss, Mrs., or Ms. If we are unsure of a woman's preference in being
addressed, use Ms. If there is a possibility that the person to whom we are writing is a Dr.
or has some other title, use that title. Usually, people will not mind being addressed by a
higher title than they actually possess. To write the address, use the U.S. Post Office
Format. For international addresses, type the name of the country in all-capital letters on
the last line. The inside address begins one line below the sender's address or one inch
below the date. It should be left justified, no matter which format we are using.
Salutation
Use the same name as the inside address, including the personal title. If we know the
person and typically address them by their first name, it is acceptable to use only the first
name in the salutation (for example: Dear Lucy:). In all other cases, however, use the
personal title and full name followed by a colon. Leave one line blank after the salutation.
If we don't know a reader's gender, use a nonsexist salutation, such as "To Whom it May
Concern." It is also acceptable to use the full name in a salutation if we cannot determine
gender. For example, we might write Dear Chris Harmon: if we are unsure of Chris's
gender.
Body
For block and modified block formats, single space and left justify each paragraph within
the body of the letter. Leave a blank line between each paragraph. When writing a
business letter, be careful to remember that conciseness is very important. In the first
paragraph, consider a friendly opening and then a statement of the main point. The next
paragraph should begin justifying the importance of the main point. In the next few
paragraphs, continue justification with background information and supporting details.
The closing paragraph should restate the purpose of the letter and, in some cases, request
some type of action.
Closing
The closing begins at the same horizontal point as our date and one line after the last body
paragraph. Capitalize the first word only (for example: Thank you) and leave four lines
between the closing and the sender's name for a signature. If a colon follows the
salutation, a comma should follow the closing; otherwise, there is no punctuation after the
closing.
Enclosures
If we have enclosed any documents along with the letter, such as a resume, we indicate
this simply by typing Enclosures one line below the closing. As an option, we may list the

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name of each document we are including in the envelope. For instance, if we have
included many documents and need to ensure that the recipient is aware of each document,
it may be a good idea to list the names.

A note about format and font

When writing business letters, we must pay special attention to the format and font used.
The most common layout of a business letter is known as block format. Using this format,
the entire letter is left justified and single spaced except for a double space between
paragraphs. Another widely utilized format is known as modified block format. In this
type, the body of the letter is left justified and single-spaced. However, the date and
closing are in alignment in the center of the page. The final, and least used, style is semi-
block. It is much like the modified block style except that each paragraph is indented
instead of left justified.
Keep in mind that different organizations have different format requirements for their
professional communication. While the examples provided contain common elements for
the basic business letter (genre expectations), the format of our business letter may need to
be flexible to reflect variables like letterheads and templates. Our examples are merely
guides.
Another important factor in the readability of a letter is the chosen font. The generally
accepted font is Times New Roman, size 12, although other fonts such as Arial may be
used. When choosing a font, always consider our audience. If we are writing to a
conservative company, we may want to use Times New Roman. However, if we are
writing to a more liberal company, we have a little more freedom when choosing fonts.
As far as punctuation after the salutation and closing is concerned, the standard is to use a
colon after the salutation (never a comma) and a comma after the closing. There is also a
less accepted format, known as open punctuation, in which punctuation is excluded after
the salutation and the closing.

1.31 THE ORGANIZATION OF IDEAS IN A LETTER

Shahul Hameed
12/34, Lady Siva swami Lane, Mylapore.
Chennai -600004
March 16, 2001
Dear Ms.Hema,
The first paragraph of a typical business letter is used to state the main point of the letter.
We should begin with a friendly opening; then quickly make a transition into the purpose
of our letter. We should use a couple of sentences to explain the purpose, but we need not
go in to detail until the next paragraph.
Beginning with the second paragraph, we should state the supporting details to justify our
purpose. These may take the form of background information, statistics or first-hand

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accounts. A few short paragraphs within the body of the letter should be enough to support
our reasoning.
Finally, in the closing paragraph, we should briefly restate our purpose and why it is
important. If the purpose of our letter is employment related, we should consider ending
our letter with our contact information. However, if the purpose is informational, we may
think about closing with gratitude for the reader's time.
Sincerely,
Shahul Hameed
5c, K.K.nagar
Madurai 625020

1.32 THREE TYPES OF LAY OUT

A letter is the most important form of written communication. It should therefore have an
impressive layout. Standard formats for business letter are Full-Block, Modified Block,
and Semi-Block.

1.32.1 FULL-BLOCK
In this layout, each line begins flush with left margin.
Company letterhead
Name and address already printed
Telegram, Cable, Telephones, Fax etc
Ref. No
Date
Name (Receiver)
Inside Address
Attention line
Solutation:
Subjectline ____________________
XxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxXxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
Closing/Subscription

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Signature
Signatory’s typed name
Signatory’s position in the company
Company name
Encl
P.S.
C.C. Ref. Initials

1.32.2 MODIFIED BLOCK

In this layout, the date, closing and signature aligned at the right.
Company letterhead
Name and address already printed
Telegram, Cable, Telephones, Fax etc.
Ref. No. Date
Name(Receiver)
Inside Address
Attention line
Solutation:
Subjectline (optional)
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxx
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxx
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxx
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Closing/Subscription
Signature
Signatory’s typed name
Signatory’s position in the Company
Company name
Encl
P.S.
C.C.
Ref. Initials

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1.32.3 SEMI-BLOCK OR INDENTED FORM

In this layout, each paragraph is indented five spaces as an added signal for a new
paragraph.
Company letterhead
Name and address already printed
Telegram, Cable, Telephones, Fax etc.
Ref. No.
Date
Name (Receiver)
For the attention of.....

Salutation
Subject heading-not obligatory, but often used
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.

Closing/Subscription
Signature
Signatory’s typed name
Signatory’s position in the Company
Company name
Encl
P.S.
C.C.
Ref. Initials

1.33 TO SUM UP

Communication is the exchange of messages conveying information, ideas, attitudes,

emotions, opinions, or instructions between individuals or groups with the objective of
creating, understanding, or coordinating activities. Communication is essential to the
effective operation of an organization. It may be conducted informally through a
grapevine or formally by means of letters, reports, briefings, and meetings.
Communication may be verbal or nonverbal and include spoken, written, and visual
elements.

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1.34 LESSON END ACTIVITIES

1. Elucidate on the meaning and importance of business communication.

2. Describe the modern methods of business communication
3. Write in detail about the need and function of business letters
4. What are the kinds of business letters? List out the essentials of a business letter.
5. Explain the different types of lay out and organization of a business letter

Reference Books
1. Rajendra Pal Korahill, “Essentials of Business Communication”, Sultan Chand &
sons,
2. Ramesh, MS, &C.C.Pattanshetti, “Business Communication” R.Chand& Co, New
Delhi,2003
3. Matthukutty M Monippally, “Business Communication Strategies”, Tata McGraw
Hill,New Delhi,2007
4. K.K.Sinha, “Business Communication”, Galgotia Publishing Company, New Delhi,
2005
5. Kitty O Locker & Stephen Kyo Kaczmarek, “Business Communication” Tata
McGraw Hill,New Delhi,2007

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UNIT – II

LESSON-2
TRADE ENQUIRY

CONTENTS
2.1 Aims and objectives
2.2 Introduction
2.3 Effective enquiry letter
2.4 Writing enquiry letters to an individual or business
2.5 Sample inquiry
2.6 Replies to inquiry
2.7 Orders & their execution
2.8 Ways to place orders
2.9 Acknowledgement letter
2.10 Credit & status enquiries
2.11 Replies to status enquiries
2.12 Complaints & adjustments
2.13 Sample complaint letter
2.14 Reply to a letter of complaint
2.15 Usual expressions
2.16 Collection letters
2.17 Remainder collection letter
2.18 The inquiry collection letter
2.19 Appeal collection letter
2.20 Ultimatum collection letter
2.21 Sample of collection letters
2.22 Sales letters
2.23 Essential ingrediants of sales letters
2.24 Designing a sales letter
2.25 Circular letters
2.26 To sum up
2.27 Lesson end activity

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2.1 AIMS AND OBJECTIVES

At the end of the unit the student will learn about

a Trade enquiries
b. Orders and their execution
c. Status and credit enquiry
d. Complaints and adjustments
e. Types of collection letters
f. Writing sales letters and circular letters

2.2 AN INTRODUCTION

Enquiries generally figure in the first category of letters sent by an organization or an

individual. They are, first and foremost, information seeking letters. The writer may
however, also give valuable information about himself or the organization, his or the
organization’s requirement, expectation etc. In this way a letter of enquiry triggers off a
two-way communication or information exchange process.

When, for example, a buyer seeks information about the price, quantity, availability of
goods to be purchased or about the terms and conditions for sale, he sends a letter of
enquiry to a seller. Letters of enquiry may roughly be put into the following categories.
g. An enquiry made at the buyers own initiative
h. An enquiry made in response to the seller’s offer or advertisement
i. A routine enquiry made by an old buyer in the usual course of business
j. An enquiry for some favour, like some special price, relaxation of terms and
conditions.

2.3 EFFECTIVE INQUIRY LETTERS

We should begin our letter by stating who we are and giving our status or position (such
as student, researcher, interested consumer, and tell how we found out about the
individual or entity that we are writing to. Clearly state what it is that we are inquiring
about and what we would like the recipient of our letter to do. We should make our
inquiry as specific as possible.
We might want to briefly explain the purpose of our letter or what we hope to
accomplish. Such an explanation may prompt the recipient of our letter to act more
quickly. If appropriate, we must consider mentioning the letter recipient’s qualifications
for responding to our inquiry (this may prompt him/her to act when he/she might

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otherwise be hesitant to do so). For example, we could explain that we are writing to the
reader because she is a leader in her field and the accepted authority on the subject we
are interested in.
Include the date by which we need the information, services, etc. that we are requesting,
and indicate that we await the reader’s response.
Thank the person for his/her time.

2.4 WHEN WRITING INQUIRY LETTERS TO AN INDIVIDUAL OR BUSINESS

We should always be courteous. Remember, by making this request we are imposing on

the reader’s time and/or resources. We should not send an inquiry letter for information
that we could easily find out by other means, such as with a quick search on the Internet.
Our letter can be fairly short, but it should be long enough to adequately explain what it
is that we are inquiring about and what we want the reader to do in response to our letter.
Generally, we need to give at least a couple of weeks for the person, company, or
organization to respond to our inquiry before sending a follow-up letter or making a
follow-up phone call.
If appropriate, we may want to mention that we will keep any information provided
confidential. (This may increase the likelihood that the reader will respond to our
inquiry.)
We should make it as easy as possible for the person to respond to our request. This
might mean offering to pay for any needed photocopies or mailing costs, or perhaps
including a self-addressed, stamped envelope; necessary forms, questionnaires, or other
documents; and so forth.
We should make sure to include contact information so that the person can easily get in
touch with us if necessary, such as our cell or home phone number or e-mail address.
When the person responds to our inquiry, it is a good idea to send a quick note of thanks
expressing our appreciation and telling how the information helped (or can help) we. If
appropriate, we may want to offer to return the favor in the future.

2.5 SAMPLE ENQUIRY

P.C.Badri
520 Vikas Avenue
Alwarpet,
Madras 600028
September 12, 2007
To Whom It May Concern:

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With reference to your advertisement in yesterday's New Delhi Times, could you please
send me a copy of your latest catalogue? I would also like to know if it is possible to make
purchases online.
Yours faithfully
(Signature)
Kavitha Rajan
Administrative Director
English Learners & Company

2.6 REPLIES TO ENQUIRIES

Replies to enquiries should be prompt, clear, concise, complete in all respects and in a
cheerful tone to stimulate sales.

2.7 ORDERS AND THEIR EXECUTION

Enquiries and replies to enquiries lead to orders and their fulfillment, thus continuing the
chain of two way communication. A buyer seeks information regarding a product/ services
of his need, and it is the sellers effort to make the best possible offer. In fact, the offer
made in the reply is supposed to be attractive enough to secure an order from the buyer An
order may also be placed without an enquiry, if the buyer already knows about the
product, manufacturer, the seller/ supplier, through a catalogue, advertisement.

2.8 WAYS TO PLACE ORDERS

Orders can be placed in letter form stating the following clearly:

a. reference to the seller’s letter number, date
b. catalogue number, price list, price quoted therein
c. specification of goods, quantity required
d. shipments/ forwarding directions, clearly mentioning whether certain goods are to be
sent by parcel, post, passenger train, lorry or ship
e. instructions regarding packing, insurance, etc
f. the manner of payment agreed upon
g. time limit, discount, quality etc

Many firms now use ‘order forms’ or ‘order blanks’ for this purpose. These are
standardized forms containing all the necessary instructions and blank space for the

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required details to be filled in at the time of sending out an order. As placing order is a
kind of routine matter, these order forms are quite useful for repeat orders.
An order letter, also known as a purchase order or PO, begins the paper trail of a specific
purchase. The objective is to provide the vendor with detailed instructions for fulfilling an
order. It also serves as a legal record of the transaction and, consequently, should be
written with care.
Our intentions need to be clear and concise. Attention to detail is crucial. The reader will
fill our order only according to our instructions; our satisfaction will depend largely upon
their accuracy.
The scope should include only the information needed to fulfill the order. The vendor does
not need to know why we are placing the order, what it is going to be used for or for
whom it is intended. The vendor only needs to know when we expect delivery and how we
intend to pay the bill.

__________Dandy Manufacturing, Inc.__________

E-23, 16th cross street,
Besant nagar,
Madras 600090
February 3, 2008

Better Candle Makers, Inc.

45, Warren Road
Mylapore, Madras 600004

Dear Sir/ Madam,

Sub: An order for candles

I’d like to order the candles listed in the table below. The reference numbers are from your
2007 catalogue. Please include a new catalogue with my order.

Quantity Ref.# Description Price Total

100 AB045 Tiny Blue Candles Rs.2.38 Rs.238.00
300 XT111 Deluxe Yellow Candles Rs.56 Rs1.368.00
50 NT066 Super Deluxe Red Candles Rs.6.15 Rs.307.50

Total Rs.1.913.50

If you cannot send the complete order within 10 days, please notify me immediately. I can
be reached at 95433-02025.
Thanks and regards,
Padma Ganapathy
General Manager

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2.9 AN ACKNOWLEDGEMENT LETTER

A letter of acknowledgement is both a receipt and a public relations tool. Its objective is to
let the reader know that items requested in a prior communication, usually an inquiry or an
order letter, have been received.

The scope can actually be quite brief, just enough to complete a business communication
cycle. Confirming the day in which an item arrived or expressing some appreciation for
having a request satisfied may be all that is necessary.

Remember, it's the thought that counts. An acknowledgement letter is a professional

courtesy routinely extended by successful people in the building and maintenance of
productive business relationships.

__________Dandy Manufacturing, Inc.__________

E-23, 16th cross street,
Besant nagar,
Madras 600090

February 6, 2008

Better Candle Makers, Inc.

45, Warren Road
Mylapore, Madras 600004

Dear Ms. Hema,

I received your price information packet today and appreciate its prompt delivery. It seems
to have everything I need.

You have mentioned deeper discounts in consideration of an annual contract. I am looking

for just such an arrangement.

Should I be unavailable when you call on Friday, please speak with my assistant, Asna
Nafiz. She keeps my calendar and will assist us in making an appointment.

Thanks again,
S.Ramanan
Purchasing Agent
CC: Asna Nafiz

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2.10 CREDIT AND STATUS ENQUIRIES

Status enquiries, often referred to as 'bankers' references, have been with us for more than
a century. Although other sources of relevant information have become available more
recently (such as credit reference agencies), many businesses still regard status enquiries
as a useful source of information about those with whom they may wish to do
business. Anyone can make a status enquiry, but a bank will only reply to one with the
express consent of the customer concerned (i.e. the customer who is the subject of the
enquiry). Provided that the necessary consent has been given, the bank will reply direct to
the person who made the enquiry. Further details of the way in which the status enquiry
system works are given below.

A status enquiry is a request for a bank's opinion as to a particular customer's ability to

meet a given financial transaction or commitment. A status enquiry is not the same as a
request for the verification of a customer's identity. A bank may occasionally be asked by
another financial institution to verify a customer's identity, where identity cannot be
verified by other means. Such requests have nothing to do with status enquiries and should
not be confused with them.
Anyone can make a status enquiry, but most are made by businesses seeking a view on a
current or prospective trading or business relationship. The originator of a status enquiry
should send the enquiry directly to the bank which holds the account of the customer
concerned. The customer must authorise his bank to reply to a status enquiry. Without
such authorisation, the bank will not reply. A customer has to authorise each and every
reply to a status enquiry. But there are various alternatives.
They are

a) typically, a customer will agree a specific authority to authorise one particular

enquiry;
b) a blanket authority to reply to each and every status enquiry, from whatever source,
without the need for the bank to refer to the customer;
c) a continuing specific authority, allowing the bank to reply to any status enquiry from
a specified source.
d) A continuing specific authority is for the use of business customers where there is, or
where there is the prospect of, a continuing business or trading relationship between
the person asking for the status enquiry and the customer who is the subject of the
enquiry. Examples of all types of authority are available from most banks.

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2.11 REPLY TO A STATUS ENQUIRY

A bank's reply to a status enquiry will typically be in the form of an opinion. It will be
based on what the account-holding branch knows about the customer in question, drawing
on its own records.
A reply is not, and is not intended to be, a definitive pronouncement on a customer's
financial well-being. This is because the customer may have other accounts, assets or
liabilities which the account-holding branch does not know about.
The reply to a status enquiry should help the originator of the enquiry to build up a picture
of a particular individual or business, but it should never be considered, or relied on, in
isolation.
A customer who is the subject of an enquiry can get a copy of his bank's reply. The bank
can provide a copy of its reply on request but some banks may provide copies
automatically. The person who originates a status enquiry can pay by sending a cheque
with his enquiry. If he does not know how much to pay, he should check with the account-
holding bank.

2.12 COMPLAINTS AND ADJUSTMENTS

A complaint letter advises the reader of an error in a business transaction or a defect

discovered in a consumer product or service. The objective is to provide detailed
information regarding the error or defect and to serve as a legal document recording the
writer's claim and the corrective action or adjustment being requested.
There should be no delay and there is no need to apologize. Complain as soon as we
realize a mistake has been made ; delay not only weakens our case, but can complicate the
matter as the people we are dealing with might forget the details. And there is no need to
open our letter by apologizing for the need to complain as this also weakens our case.
Keep in mind that our reader is a trained customer service professional and not very likely
to be the person responsible for the error or defect. Rather than being angry, use a firm but
courteous tone when stating a complaint. Remember, we want results, not a fight. Never
blame the staff, and finally, while writing the complaint, remember that our supplier wants
to help us and correct the mistake. He is not in business, to irritate or confuse his
customers, nor cheat on them but to offer them a service. Explain the problem. If we think
we know how the mistake was made, we may politely point it out to our supplier.
Sometimes when a mistake occurs several times, we may be able to work out why it is
happening more quickly than the firm we are dealing with
The language of complaints should be assertive rather than emotional.
Terms like ‘disgusted’ ‘infuriated’ ‘enraged’, ‘amazed’ have no place in business. Do not
use words like fault ("our fault"; "our fault") or blame ("we are to blame"); these

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expressions are not only rude, but childish. The scope of a complaint letter should include
only those facts that validate our claim and a request that corrective steps be taken. It may
also detail the options that we are willing to accept in satisfaction of the claim.
To have to complain is annoying, but to complain without good reason will also annoy our
correspondent. If we complain, make sure we get our facts right. And if we have to answer
an unjustified complaint, be polite and restrained, and remember that we can all make
mistakes.

2.13 SAMPLE COMPLAINT LETTER

__________Dandy Manufacturing, Inc.__________

E-23, 16th cross street,
Besant nagar,
Madras 600090
February 1 3, 2008
Better Candle Makers, Inc.
45, Warren Road
Mylapore, Madras 600004

Dear Sir,

Subject: incorrect shipment and replacement

On February 9th I received an incorrect shipment of candles fulfilling the order I placed
on February 3rd. Rather than the 300 Deluxe Yellow Candles (Ref. # XT111) that I
ordered, the shipment contained 300 Regular Yellow Candles (Ref. # XT101).

As per the instructions we received on the telephone, the unwanted Regular Candles were
sent back the same day. It was promised that the correct items would be sent to us the very
next day, February 10th, and be delivered by VPP the following week.

As of this date we have not yet received our parcel of Deluxe candles. This was paid for
with check #250564 in the amount of Rs.1,913.50, which has already cleared through our
bank. If these candles cannot be shipped February 20th, please cancel the order and send a
refund check in the amount of Rs.1,368.00 for the unfulfilled portion of the order.

I have enclosed a copy of the original order.

Thanks and regards,

General Manager

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2.14 REPLYING TO A LETTER OF COMPLAINT –ADJUSTMENTS

An adjustment letter is a response to a written complaint. The objective is to inform the

reader that their complaint has been received. It is also a legal document recording what
decisions were made and what actions have or will be taken.

Keep in mind that your reader has been inconvenienced. This is a prime goodwill building
opportunity. Everybody makes mistakes and when a business owns up to one it goes along
way to renewing the customer's confidence in a continued business relationship.

The scope of our adjustment letter should reiterate the relevant facts of the claim. When
the customer is right, include a forthright admission to that effect and extend a sincere
apology. When the customer is not right, explain the reasons clearly and with every
courtesy.

Counter any negativity that may be in the complaint letter with a positive approach. Be
gracious and emphasize the corrective steps being taken. Explanations for why the
situation occurred are of less importance than the solution.

When responding to a letter of complaint, acknowledge that we have received the

complaint, and thank your customer for informing us. Sometimes we cannot deal with a
complaint immediately, as the matter needs to be looked into. Do not leave our customer
waiting, but tell him what you are doing straight away.

If the complaint is justified, explain how the mistake occurred but do not blame your staff;
we employed them, so we are responsible for their actions. Having acknowledged our
responsibility and explained what went wrong, we must, of course, put matters right as
soon as possible and tell our customer that we are striving to do so.

If we think the complaint is unjustified, we can be firm but polite in our answer. But even
if we deny responsibility, we should always try to give an explanation of the problem. It is
useful when closing our letter to mention that this mistake, error, or fault is an exception,
and it either seldom or never happens, and of course we should apologize for the
inconvenience our customer experienced :

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Acknowledging receipt of a complaint letter

Accepting a Complaint Rejecting a Complaint

Apology for the error or Regret at dissatisfaction

fault

Rejecting responsibility
Accepting the Complaint for the problem leading
to the complaint

A Investigation Reasons for the

short explanation to be made rejection
of the fault

Proposal to settle the difficulty

An offer to take goods back, If a third party is to

make a replacement, give a blame, direct the
discount etc. complainer to that party

A concluding paragraph aiming at retaining the goodwill of

the customer

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2.15 USEFUL EXPRESSIONS

Acknowledging receipt of a complaint letter

Thank you for your letter of … regarding / concerning / in connection with …
I refer to your letter of … about / relating to …

Apology for the error or fault

We must apologise for …….
We sincerely apologise for …
Please accept our apologies for …
I would like to apologise for the error made by our company in (verb+ing)

Accepting the Complaint

We agree that the usual high standards of our products / services were not met in this
instance.
A short explanation of the fault
Introductory phrase
As a result of our investigation, we found that... (Not: After our investigation...)

Causes
The error was caused by … / was due to …
Apparently, the problem was the result of … / resulted from …
The cause of / reason for the mistake was …

Effects
As a result …
This led to …
Consequently …

Solutions
We have modified / changed our ...
We have implemented a system to...
To prevent re-occurrences we have set up a verification procedure.

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Assurances
We assure you that this will not happen again.

Investigation to be made
We are currently investigating the cause of ...
We will investigate the cause of...

Proposal to settle the difficulty

As a gesture of our regret, we are prepared to …/ we are willing to …/ we would like to …
To show goodwill, we will …
An offer to take goods back, make a replacement, give a discount etc.
We have dispatched the new items by express courier. They should arrive by Wednesday,
25 June 2008.
To show our goodwill, we would like to offer you a 5% discount on our next order with
us.

Regret at dissatisfaction
While we can understand your frustration, ...
We understand how disappointing it can be when your expectations are not met.

Rejecting responsibility for the problem leading to the complaint

I regret to inform you that …
I am afraid that …
Unfortunately, I must point out that …

Reasons for the rejection

This is because the guarantee period has expired.
This is due to the fact that the guarantee period has expired.
If a third party (another person or organisation) is to blame, direct the complainer to that
party
We therefore suggest that you contact...
A concluding paragraph aiming at retaining the goodwill of the customer
We look forward to receiving your further orders, and assure you that they will be filled
correctly / promptly.

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2.16 COLLECTION LETTERS

The point of the collection letter is always to collect the money that is owed. A new type
of collection letter is sent each time we escalate our demand for payment. Below are
examples of several types of collection letters that may help we to collect our money.

2.17 THE REMINDER COLLECTION LETTER

The first collection letter should only be a friendly reminder. Assume that the customer
has forgotten to pay and courteously invite him/her to pay promptly. Most people will
make a payment after a couple of reminders. If there is no response to these reminders,
we should assume that the customer is not paying because of financial, medical, or other
personal difficulties.
Suggestions for a typical format:
A) Send a copy of the original bill.
B) Stamp on it Reminder or Past Due and highlight the amount past due.
C) Include a short statement indicating the amount due, the due date, late
charges (if any), and the account number.
D) Make sure the address where the customer should send payment is
plainly indicated.
E) Including a pre-addressed envelope for payment (with or without
postage) is also helpful.

If the customer has not even made a partial payment after a couple of gentle Reminder
Collection Letters, we can send a final reminder collection letter to ask why the customer
is not paying. A final reminder letter should explain that there will be consequences for
continued nonpayment. If no payment on the amount owed is received, then we will
need to take a more aggressive approach in follow-up collection letters.

2.18 THE INQUIRY COLLECTION LETTER

Before we employ any harsher means, we should try to discover if the customer has
extraordinary circumstances that are preventing him/her from making any payment. We
can help maintain a good relationship with the customer and go a long way toward
collecting our debt if we are sensitive to any potential problems. The Inquiry Collection
Letter demonstrates our willingness to help the customer solve his/her current financial
difficulty by offering new terms. If we are willing to accept a partial payment now with

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regular payments after that, most people in financial difficulty will be grateful for this
option and agree.
Remember, it is better to collect our money through a series of payments than not to
collect it at all. It is also better to work with our customers than to alienate them as their
present difficulties may resolve and they may prove to be more reliable in the future.
Tip for the first inquiry letter: Make a request for prompt payment, and add our
willingness to help the customer by offering new terms for repayment.
Tip for the second inquiry letter: Use positive wording, but state firmly that the customer
will pay a penalty for continued nonpayment such as a late fee, a collection fee, or
interest on the amount owed.

2.19 THE APPEAL COLLECTION LETTER

If the customer fails to respond to any of the Reminder Collection Letters or to the
Inquiry Collection Letters, we must take a more aggressive approach. Because the
customer has not responded to date, we should assume that he/she will probably not
respond to any further demands for payment. This is why many organizations at this
point turn their debtors over to a collection agency. If we do choose to continue the
collection process ourselves, there are two basic approaches we can take:

Positive appeal approach:

Try to appeal to the customer's sense of fairness, personal pride, or his/her desire to
maintain a good credit standing and its connected privileges.
Negative appeal approach:
If the positive approach is ignored, inform the customer that continued nonpayment
could result in various penalties:
A) the loss of his/her good credit standing and its connected privileges
B) the initiation of legal action to reclaim any purchased goods; any services will be
discontinued
C) he/she may incur additional debt through collection fees and/or interest on the
amount owed

2.20 THE ULTIMATUM COLLECTION LETTER

If the customer does not answer any of our collection letters, we can give him/her a final
chance to pay. The Ultimatum Collection Letter needs to state the specific action we will
take if the customer does not send payment by a certain date. Our statements should be
fair, reasonable, and logical

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First, we should review the history of the account: what the customer purchased, our
repeated efforts to collect, etc. Then we should give a deadline for payment or for the
customer to commit to a repayment agreement--otherwise we will take legal action to
reclaim the purchased goods and/or turn the account over to a collection agency.
We should be careful not to use name-calling or to make accusations, which are both
illegal. Always be careful with what we put in print! We should simply state the facts
and why his/her inaction is causing we to take action. If the Ultimatum Collection Letter
fails to bring results we have to follow through with our stated action.

2.21 SAMPLES OF COLLECTION LETTERS

Dear [Recipient Name]:

This is to inform you that the following check was returned to us due to insufficient funds:
Check number [number]
Dated [date]
Payable to [Name]
In the amount of [amount]
We request that you replace this check with a cash or money order payment immediately.
Unless we receive good funds for said amount within [number] days, we will begin
appropriate legal action. Thank you for your prompt attention to this matter.
Sincerely,
MuthuKumar
Positive appeal letter
[Your Name]
[Title]
[Your Name]
[Street Address]
City, pin code
June 15, 2008
[Recipient Name]
[Title]
[Company Name]
[Street Address]
City, pin code

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Dear [Recipient Name]:

We are sending this letter to you with regret that previous efforts to obtain payment of our
account have been unsuccessful.

We sent a bill for Rs3,500 for payment by March 1. Over the past four months, we have
tried to get you to fulfill our obligations to us. We assumed, since you had an excellent
credit rating and have always been responsible in paying our bills before, that some small
oversight was to blame.

Please send us your payment for the overdue bill within five days so that we do not have
to turn your account over to a collection agency.

Sincerely,
Lakhmi Priya Venkatachalam

Negative appeal letter

[Your Name]
[Title]
[Your Name]
[Street Address]
City, pin code
June 30, 2008
[Recipient Name]
[Title]
[Company Name]
[Street Address]
City, pin code
Dear [Recipient Name]:
We’d like to thank you for shopping with us and let you know that you are a valued
customer. We appreciate your business and know that we want to keep your account
current with us.
On May 15, 2008, you purchased Rs.3,190 of merchandise from our store in Laramie.
Your payment of Rs.1000 is now overdue.
In the credit agreement you signed, you agreed to pay off your bill in three payments. The
first payment of Rs.1000 was due on June 15, 2003. Please send this amount now.

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Failure to pay on time may affect your ability to charge merchandise at our store. Thank
you for your prompt attention.
You may call me at 92555-01752 if you have any questions or concerns.
Sincerely,
S.Muthukumar

Ultimatum Letter
[Your Name]
[Title]
[Your Name]
[Street Address]
City, pin code
July13, 2008
[Recipient Name]
[Title]
[Company Name]
[Street Address]
City, pin code

Dear [Recipient Name]:

Your account is now seriously delinquent. We have sent you one request and still have not
received your past due payment in the amount of [amount].
Please remit [amount] by [date] or your account will be closed, any outstanding orders
will be cancelled, and this matter will be referred to a collection agency.
Please call me within the next three business days at [phone number] so that we may
discuss how to resolve this quickly.
Sincerely,
Lakshmi priya Venkatachalam

2.22 SALES LETTERS

A compelling sales letter can turn the lay reader into an eager buyer. A well written sales
letter can help us grow our market by leaps and bounds.

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If we write them regularly, in an interesting, engaging style, providing our customers with
a fresh look to our products, we can build up a rapport with our target audience. We can
get them interested in our products/services, encourage them to buy and also forward the
sales letters to their friends and acquaintances, thus giving us free word-of-mouth
publicity.
What do we need to have in order to create a sales letter that sells?
An expert writer uses sales letter to sell and not to tell. Here are a few tips that can help us
write a killer sales letter.

KISS!
Keep it short and simple. Long copies need time to read. They can be b-o-r-i-n-g too.

Be creative:
There is no rule for copywriting. No classroom can teach us how to write and make an
impression. We learn it by being observant and by seeing things beyond ordinary.

Break Rules!
There can be penalties for breaking traffic rules. But a copy written beyond ordinary rules
can rule the roost. Breaking rules doesn’t mean making our copy complex and
incomprehensible. Our letter must make sense. Think out of box but not out of the
universe.

Cut out the jargon:

If our target audience is purely the trade industry people, we can show off our knowledge
of buzzwords, albeit only to a limited extent. Plain, simple English is the hands down
winner always

Get a gripping headline:

Do we remember the headlines of today’s newspaper? OK. Any headline that has grabbed
our attention and we thought what follows will be interesting to read. We read the
headline first and then go to the details. We should make our headlines interesting. If it’s
possible it can be 4-5 word summary, but in a unique way, of the whole letter.

2.23 ESSENTIAL INGREDIENTS OF GOOD SALES LETTER

Explain the benefits:

Our headline can catch attention but to create interest we need a well planned body copy.
We should talk more on benefits. Focus primarily on how our product/service should be
able to help our customer. The details about what all it offers can follow.

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Know our products thoroughly:

Thoroughly know the products or services we are writing for. This helps in making them
understand the Unique Selling Proposition or USPs that is offered by us.

Brand Differentiator:
It is more important to identify the target audience and the problems it faces from the
same kind of products and services in market and then provide a solution to those
problems.
An example can be of Apple ipod –If the sales letter simply says, great sound quality, of
course this is basic requirement but same quality is being offered by all the mp3 players in
the market, be it X or Y or Z.
But if the sales letter or any other promotional material says and says it prominently that it
takes less than a second to upload a song on I pod from computer as against 5 min. on X,Y
or Z, we have not only grabbed the attention of the reader but we have ensured that the
reader will at least try the ipod and if the claim is true we got ourselves a customer.
But beware not to bad mouth our competitor. Let the readers find difference in our brand.

Create confidence in the product:

Providing a strong guarantee is not a bad idea either, as guarantees help to alleviate any
anxiety the customer may be feeling about ordering. It is a fact that longer the guarantee is
for, the fewer returns are received We will receive fewer returns for a lifetime guarantee
than a one-year guarantee. And we will receive fewer returns for a one-year guarantee
than we will for a 30-day guarantee.

Free offers:
Free is probably the most powerful advertising word in existence. Offering one, two, or
three free bonuses makes reader actually go through the whole letter and if he/she feels the
product/service is right, bonuses help in closing the sale much easier.
A bonus increases the perceived value of the product as people feel like they're getting
more value for money. An urgency or sense of loss can be created by making the bonus a
"limited time offer". People don’t buy products and services they buy benefits. People buy
only when they know “what is in it for me?”

2.24 DESIGNING OUR SALES LETTER

Attractive Layout:
Our sales letter must be placed on a neatly designed eye catching background. The copy
must be supported with meaningful image. Avoid “loud” graphics, borders, and colors—

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unless they’re already a part of our product or brand image (if we are selling children’s
games or surfboards, for example).

Steps to order:
If we are sending sales letter to online buyers then a sales copy must clearly spell out the
steps to order or buy:
Say "3 Easy Steps to Order."
Or see a Demo Now followed by the Order button.
We must tell our customers when they can expect to receive the product.
We can offer a URL link to get more information.

Audio/video presentations:
We can embed a small audio or video presentation in the sales letter too of our product or
service. Seeing is believing, as they say. A live demo right away helps our customer assess
our product immediately without the need for additional clicks or downloads.

Add genuine testimonials:

Cooking up testimonials is not a good idea at all. Get our customers to send in some
genuine ones. Even with all their typos and wrong English, genuine testimonials sound
convincing.
Convincing the customer:
We have created a good headline and have actually compelled our reader to read till the
last line. What next? Our objective is not only make him/her read the letter but also make
a purchase decision.
In order to do that, we must end our note with an appropriate call to action phrase
depending upon what we are selling or promoting, such as “Buy now” (for products),
“Join now” or “Sign up now” (for events, seminars, groups, etc) “Call now” (for more
information), etc.
Add Postscripts:
Postscript is a paragraph, phrase, etc., added to a letter that has already been concluded
and signed by the writer. It’s often helpful to include a postscript as the recipients tend to
read the heading and then skip to P.S before reading our body copy. It’s a good idea to
include our primary benefit or any special offer in our P.S. to motivate prospects to spend
time with our letter.

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Not all good salespeople can write good, effective sales letters. It’s a creative work which
require in depth business acumen, deep insights into customer psychology and solid
understanding of marketing mechanics. An effectively written sales letter can really make
a difference for us.

2.25 CIRCULAR LETTERS

Circular Letters are submitted to all departments for the purpose of clarifying all new and
updated policies. Generally printed or cyclostyled circular letters have a few advantages
such as, less expenses, any number of letters can be posted in a day, to a certain extent the
personal meet of the sales agents can be substituted, and the recipient, if interested, may
call upon the firm or the sales agent, and so the agent need not wait to have an
appointment. Circulars are notices seeking the opinions of the staff that are circulated in
order that each person has one and can fill it and give his or her own comments on a
specific matter. As a secretary, one is quite likely to be asked at some time to draw up a
questionnaire asking staff for their opinions/ comments on tips already given or to give
suggestions of their own. For example, an organization decides to celebrate sixtieth
anniversary of the country’s independence and the management wants to celebrate the
occasion by involving the staff in a suitable way. They may give the following
suggestions.
1. Grand evening dinner (each member of staff is allowed one guest)
2. Day coach trip (staff only)
3. Evening tea party with entertainment for kids

The secretary will have to compile a questionnaire that gives people the opportunity to
state their preference for one of these suggestions with space for comments, and any other
suggestion that they might like to give. Other circulars of a more formal nature are meant
to bring to the notice of a certain audience matters of importance to the organization. They
are widely used to disseminate information like inviting applications from employees for
promotion, test, interview, insistence on punctuality, changes in working hours, inviting
suggestions etc. They are usually brief, precise and persuasive pieces of writing brought to
the notice of the staff. Other examples of circulars are appeals to employees to participate
in a social service conducted by the organization, appeals to employees to maintain
cleanliness etc.
Circular inviting suggestions
Bharath Refineries
Chennai 600004
Circular number: 79/89 25/05/2008

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The office manual which was last revised in June 2003 is now due for revision. We look
forward to all employees to consider the matter with interest and send their suggestions of
the undersigned latest by 25, June, 2008
Signed by
Manager

2.26 TO SUM UP

The letter is a universal implement of business--that is what gives it such great

possibilities. It is the servant of every business, regardless of its size or of its character. It
matters not what department may command its use--wherever there is a business in which
men must communicate with each other, the letter is found to be the first and most
efficient medium.
The letter is the greatest salesman known to modern business. It will create business and
bring back orders a thousand miles to the very hand it left. If you are a retailer, the letter
will enable you to talk your goods, your store, your service, to every family in your town,
or it will go further and build a counter across the continent for you.
If you are a wholesaler or manufacturer, letters enable you to keep your dealers in line. If
you are a retailer, they offer you a medium through which to keep your customers in the
proper mental attitude toward your store, the subtle factor upon which retail credit so
largely depends. If you sell on installments, letters automatically follow up the accounts
and maintain the inward flow of payments at a fraction of what any other system of
collecting entails.
The letter will quietly and quickly investigate the credit of your customers. Knowing the
possible sources of the data you desire you can send forth half a dozen letters and a few
days later have upon your desk a comprehensive report upon the worth and reliability of
almost any concern or individual asking credit favors. Letters help in the collecting of
money. Without the collection letter the whole credit system would be toppling about our
ears.

2.27 LESSON END ACTIVITIES

1. Elaborate on trade enquiry, credit and status enquiry and their importance in
everyday business situations.
2. Place an order for goods through a letter and acknowledge the receipt of the same
with assurance of quick execution
3. Write a complaint on the late arrival of goods.
4. How would you accept or reject a complaint? Write a letter of adjustment accepting
a complaint

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5. What are the types of collection letters? Explain with sample letters
6. Explain the importance of a circular letter with examples
7. What are the ingredients of a good sales letter?

Reference Books
1. Rajendra Pal Korahill, “Essentials of Business Communication”, Sultan Chand &
sons,
2. Ramesh, MS, &C.C.Pattanshetti, “Business Communication” R.Chand& Co, New
Delhi,2003
3. Matthukutty M Monippally, “Business Communication Strategies”, Tata McGraw
Hill,New Delhi,2007
4. K.K.Sinha, “Business Communication”, Galgotia Publishing Company, New Delhi,
2005
5. Kitty O Locker & Stephen Kyo Kaczmarek, “Business Communication” Tata
McGraw Hill,New Delhi,2007

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UNIT- III

LESSON-3
BANKING CORRESPONDENCE

CONTENTS
3.1 Aims and objectives
3.2 Introduction
3.3 Tact & courtesy
3.4 Secrecy
3.5 Clarity
3.6 Various types of banking correspondence
3.6.1 Banking forms
3.6.2 General Correspondence
3.6.3 letter to the client
3.6.4 Request for a copy statement
3.6.5 Letter the Bank about ATM Service
3.6.6 Letter to the Bank for Cash Credit
3.6.7 Letter to stop payment
3.7 Key points
3.8 Insurance correspondence
3.8.1 Introduction
3.9 Fire Insurance
3.10 Accident insurance
3.11 Marine insurance
3.12 Life insurance
3.13 Examples of insurance correspondence
3.13.1. Writing to depute insurance agent
3.13.2 Insurance company to the customer
3.13.3 Proposal letter
3.13.4 Reply to the client

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3.14 Agency correspondence

3.14.1 salient features
3.14.2 Letters for applying agency
3.14.3 Offering Terms of agency
3.14.4 Terminating an agency
3.15 To sum up
3.16 Lesson end activity

3.1 AIMS AND OBJECTIVES

At the end of the unit, the students understand how to prepare

a. Banking Correspondence
b. Insurance Correspondence
c. Agency Correspondence

3.2 INTRODUCTION

As the general public judges the bank by the correspondence sent by it, it is important that
the banks use courteous and helpful letters to win its confidence and improve its business.
A bank’s reputation depends on word of mouth to a great extent and a misunderstanding
caused by a hastily written letter can prove advantageous to competitors. Style, tact,
courtesy and freedom from ambiguity are important for banking correspondence. As a
semi personal relationship evolves between a banker and his customers, the language
should be of an appropriate style. It should not be too formal or too informal. The banker
should become aware of the peculiarities and tastes of the customers and address them
suitably

3.3 TACT AND COURTESY

These qualities are required when dealing with customer’s complaints, particularly if they
are unjustified. It is better to pacify an irritated customer than give excuses or lengthy
explanations. Display of tact is required when informing the customer of an overdrawn
account, requesting him to increase the security or reducing the overdraft limit. A blunt
letter may offend while a sympathetic letter may make the customer co operate with the
banking procedures. Diplomatic language is required when we draw the customer’s
attention to the overdraft availed by him without permission.

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3.4 SECRECY

Secrecy should be maintained in case trade enquiries are made. When an enquiry is made
the banker should politely inform the interested parties to make formal written requests.
The customer’s financial situation should not be revealed without proper authorization.

3.5 CLARITY

All letters to customers and reports to head office should be clear, complete, precise and
free from ambiguity. In giving instructions to colleagues and subordinates the banker
should make his meaning very clear. Unnecessary words should not be used and the letters
should be to the point.

3.6 THE VARIOUS TYPES OF BANKING CORRESPONDENCE

There are three types of banking correspondence

b) Duplicated letters and forms in common use
c) General correspondence with the customers on a variety of subjects
d) Letters and reports to head office

3.6.1 Banking Forms

Many of these letters are stereotyped and formal and they are very frequently used in
banks in order to complete necessary formalities. Anyone working in the bank should go
through these forms and become familiar with their wordings. These forms are usually
signed by the manager.

3.6.2 General correspondence with customer

There is much scope for the banker to use his imagination and style in addressing the
customer based on the situation. As each situation is peculiar the banker must write
suitably but always with tact and courtesy. For the same reason one letter cannot be sent to
all the people for the transaction with individuals vary in many ways. These letters are
written in the first person singular and signed by the manager.

3.6.3 Lettter to the client addressing about his bad cheque

From
Date

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To

Dear ____ (name):

This letter is to inform you that the cheque number ___(number) dated _______,
l9__ (date) drawn to me in the amount of _____ (amount) has been returned from the bank
with the notation "No Funds."
We all make mistakes when it comes to bank accounts. And since this is Christmas
season, I am sure that this mistake
was just an oversight.
I am sure, though, that we understand that I would like to have this situation rectified at
once. Therefore,
please send me immediately a certified cheque for ______ (amount) plus _____ (amount)
for protest charge (statement enclosed) for which I was required to pay.
Your promptness will enable me to readjust your Account with the bank and return your
original cheque.

Yours truly,

(name)

3.6.4 Request for Copy of Statement

12, Commercial Street,

Bangalore

24 April, 2005
<Recipient Address Goes Here>

Hello,

Account No. <Number>

In searching through my files, I was unable to locate my <month, year> statement on the
above-referenced account. I would, therefore, appreciate it if you would please send a
copy of this statement to the address herein.
Thank you for your prompt attention to this request. If you have any questions, please do
not hesitate to contact me.
Regards,
Imran Khan

encl: <List of enclosed items goes here>

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3.6.5 Letter to the Bank complaining that their automatic tellers are frequently out
of service.

12, Commercial Street,

Bangalore

24 April, 2005
<Recipient Address Goes Here>
Hello,

I am writing to complain that your ATMs are often out of service. It is such an
inconvenience to make a trip to the ATM only to find it not working. I would suggest that
you try to have your ATMs serviced more regularly so that they can spend more time
serving your customers rather than being out of order.

I hope you will take this complaint to heart. I am sure that I am not the only one of your
customers who has been inconvenienced by the unreliability of your ATMs.

Regards,

Venkatesh

encl: <List of enclosed items goes here>

3.6.6 Letter asking a bank or other creditor to give further consideration to your
request for credit after credit has been denied.

34, Raman Nagar

Bangalore,
04 April, 2005

<Recipient Address Goes Here>

Hello,
My application for a line of credit was recently denied on the basis of my credit report.
Since the denial, I have received a copy of my credit report and have identified several
items which were incorrect.

<description> I have brought these problems to the attention of the credit reporting agency
and they have since been deleted from my credit report

I am, therefore, writing to ask that you reconsider my credit application in light of my
improved credit report. If there is any additional information you need from me at this
time, please feel free to contact me. I look forward to hearing from you.

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Regards,

K.Raman

encl: <List of enclosed items goes here>

3.6.7 Letter asking a bank to stop payment on a cheque.

34, East Anjaneya street,

04 April, 2005

<Recipient Address Goes Here>

Hello,

Re: Request for Stop Payment

Account No. <Number>
I am writing to request that you stop payment on a cheque written on the above-referenced
account. I would like to stop payment on cheque number <cheque number>, which was
issued on <date>, and made payable to <payee>. The cheque was issued in the amount of
<amount>.
I would appreciate it if you would provide me with written confirmation that payment on
this cheque has been stopped. Thank you for your assistance in this matter.

Regards,

Anand

encl: <List of enclosed items goes here>

3.7 KEY POINTS

As banks are indispensable for commercial undertakings there is a lot of correspondence

taking place between them.

Most of the correspondence with the banks is of a routine nature. The banks on their part
mostly use form letters.

There are , however many occasions when customers and bank managers have to adopt a
persuasive style. In the same way there are direct approach and indirect approach letters
exchanged between the customers and their bankers.

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On the whole, correspondence with banks follows the soundest principles of business
communication – precision, clarity, courtesy, brevity, and freedom from slang or
circumlocution.
Confidentiality is an essential feature of all correspondence with banks.

3.8 INSURANCE CORRESPONDENCE

3.8.1 Introduction

One of the largest sectors of modern business is insurance. It is, by definition, an

agreement that in return for regular small payments, a company will pay compensation for
loss, damage, injury or death. The four main branches of this business are,

A Fire Insurance
B Accident Insurance
C Marine Insurance
D Life Assurance

There is no essential difference between the words ‘insurance’ and assurance’, but it has
become customary to use the word ‘assurance’ when referring to life policies. In all other
types of insurance the insurer has to pay only if loss or damage occurs. But in life
insurance, there is definiteness of payment. Everyone dies at some time. This is why life
insurance is described as life assurance.

3.9 FIRE INSURANCE

Fire insurance usually covers loss by fire of domestic or business premises an d their
contents .A policy taken to cover such loss is often extended to what are termed ‘special
perils’ such as hurricanes, earthquakes, tornadoes, floods and civil riots. Linked to this
kind of policy is consequential loss insurance which enables a company to receive
payment in lieu of earnings while repair of damage and re-building is in progress.

3.10 ACCIDENT INSURANCE

General accident insurance is becoming popular with the perils inherent in modern living.
Car, rail and air accidents are possibilities. Most industrial and commercial concerns are
required to insure their staff against industrial injury on the business premises. A relatively
new area of insurance is ‘product liability’ where a company can be held responsible for
any injury of damage caused by one of its products.

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3.11 MARINE INSURANCE

Marine insurance usually covers the ship itself and the cargo, the crew and passengers, as
well as owner liabilities. It covers loss by storm, fire, collision or other perils of sea, but
not such mishaps as oil escaping from a tanker into the sea.

3.12 LIFE INSURANCE/ASSURANCE

Life assurance is the most popular form of insurance. It enables a person to guarantee an
income to his family in the event of his early death. If he lives the normal span of years, it
enables him to save for his retirement.

Insurance confers immense benefits on the insured who are relieved of a great deal of
worry on payment of a small premium. It removes to a large extent, the element of
uncertainty from business and allows businessmen to take commercial risks which they
might not otherwise take. This leads to a higher level of business activity. On the basis of
the regular sums of money from a large number of individuals and businesses, the
insurance companies are able to invest in new developments in industry.

3.13 EXAMPLES OF INSURANCE CORRESPONDENCE

3.13.1 Write a letter asking Insurance Company to send an Insurance agent:

James
2 peenya
Bangalore

2nd January 2008

The manager
Life Insurance Corporation
24 Bannergatta Road
Bangalore

Sir,

This is to bring to your kind notice that I am interested to insure myself and my children

I shall be very glad if you send your agent to my above address, who can apprise me of the
various schemes of life insurance

your agent can visit us any day before 10 am

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Thanking you,
Yours faithfully,

James

3.13.2 Reply from the Insurance company to the customer.

Life Insurance Corporation

24 Bannergatta Road
Bangalore

6th January 2008

Mr. James
2 peenya
Bangalore

Sir,

I thank you for your letter dated 2nd January 2008

Kindly note that our liaison officer, Mr. Thomas along with our Insurance agent Mr.
Derek will call on you on 12th Jan 2008 to apprise you of the various insurance schemes.

Thanking you,

Yours faithfully,

Manager

3.13.3 Write a letter on behalf of life Insurance Corporation reminding about a

proposal.

Indian Insurance Corporation

Address
29th Jan 2008
Client Name
Address
Sir,
Please refer to our letter dated ___ wherein we had requested you to send us your age
proof wife, Client Name ____. Although a period of three months has already elapsed, we
have not heard anything from your end.

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We shall appreciate your sending us the necessary document immediately to enable us to

process the proposal.

Thanking you,

Yours faithfully,

Manager

3.13.4 Reply letter from insurance company if someone is making a claim that we
are responsible for the repair or replacement of property and believe our
insurance company is obligated to adjust the claim under our policy.

134, Main Street

Bangalore

05 April, 2005

<Recipient Address Goes Here>

Hello,

Re: Policy No. <Policy number>

on <date of claim>, <name> requested that I pay for the <repair/replacement> of

<property or item to be repaired / replaced>. This matter stems from <incident or situation
which prompted the claim>. It is my understanding that my <type of policy> policy of
insurance should cover such an incident, and therefore, <company name> is obligated to
cover this claim. Accordingly, I hereby tender my defense in the above-referenced claim
to <company name>.

Please advise if there is anything further we need me to do in this matter or if we need

additional information. I look forward to hearing from you.

Regards,

Rajesh

Encl: <List of enclosed items goes here>

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3.14 AGENCY CORRESPONDENCE

With the growth of their business and expansion of their market, manufacturers appoint
agents and franchisees to sell their product. An agent is a person who represents a
company or another person in an area. The agency is his office or job that is to sell
goods/services for a commission. A franchise is a permission or a license given by a
manufacturer to a distributor or retailer to trade using a brand name and paying royalty for
it. Manufacturers generally prefer agencies and franchisees to new branches for economic
reasons. It is easier and more viable to give agency or operate through a frachisee than to
establish a branch and look for customers in a new area. The agents/franchisees enter into
an agreement that would govern the rate of commission /royalty, advertising and publicity,
display and sale of the product, targets to be met during a fixed period and so on. The
contract is normally given for a fixed period. But it can always be renewed subject to the
fulfillment of a few conditions. Both the parties have, therefore, to be in correspondence
with each other. A typical sequence of agency/ franchise related communication may run
as follows.
i. A manufacturer/ principal advertises for appointment / empanelment of agencies/
franchisees
ii. A prospective agent/ franchisee applies for agency/ franchise
iii. A principal offers agency/ franchise
iv. The agent makes an announcement regarding obtaining agency.
v. The principal may also, on some recommendation, make an offer of agency.

3.14.1 Salient features of agency correspondence

a. Most of agency correspondence share the features of sales letters. The objective of
both is the same - to sell. Just as direct sales letters aim at selling the product, a
principal looking for agents/ franchisees sells his image and his product through the
agent. In the same way, a prospective agent, while applying for appointment or
empanelment, sells his image and standing in the market.
b. Both the principal and the agent/franchisee use persuasive approach and ‘WE
attitude’ in their correspondence. After all their relationship is built up on mutual
trust and shared benefits. They, therefore, say the best possible things in their favor.
c. One of the most important things that a prospective agent may put before the
principal is the giving of references. Much depends on the standing and words of
referees.
d. So far as the terms and conditions of the agency contract/ agreement is concerned,
clarity and brevity are necessary.

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3.14.2 Letter applying for agency

18th December 2008
New India Traders
192/2, Balmiki Nagar
Chennai
Dear sirs,
This has reference to your advertisement in the ‘Times Of India’, dated 17th December
2007, regarding appointment of stockist/Agent for your latest line of designer apparels and
ladies dresses. We have pleasure in furnishing following information for your perusal.
1. That we can offer a cash security of Rs. 1 Lakh
2. That we can guarantee an annual sale of Rs. 2 million.
3. That we have an excellent showroom in Jayanagar, which is a popular business
center. Besides, we have 2 more showrooms in other parts of Bangalore.
4. That we shall pay all bills in 45 days.
5. That we shall expect a minimum commission of 18% and an additional 2% when our
sales exceed Rs. 2 million.
6. That we shall work as exclusive distributors in Karnataka
7. That we shall be entitled to all special offers we might make from time to time and
our percentage of commission shall not be affected under any circumstances,
whatsoever.
8. That we are at liberty to sell any product similar to that of yours, as long as the
minimum annual sale of your product of Rs. 2 million is maintained.
9. That all publicity matter including price lists in your name shall be supplied to us at
your cost.
10. That all our orders shall be executed within ten days of their receipt.

ICICI Bank, Jayanagar Branch, Bangalore shall be glad to furnish any information, which
you may like to have about our financial status.

We hope that the above information will fully convince you in appointing us as our sole-
distributor for Karnataka.

We look forward to hearing from you at your earliest convenience.

Thanking You,
Yours faithfully,
For Vaishnavi Traders
Managing Partner.

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3.14.3 Offering terms of Agency

M/s City Corporation
AirPort Road
Chennai
Vaishnavi Traders
56/2, Chinmaya Nagar
Chennai

25th December 2008

Dear Sirs,

We thank you for your letter dated 18th October 2008. Further to this, we shall be glad to
appoint you as our sole-agent for certain areas in Tamilnadu on the following terms and
conditions:

1. The sole-agency will mean sole distributorship of our computer ‘ALISKA’ and no
other product manufactured by us.
2. That the sole agency shall be for certain area in TamilNadu only
3. That you shall deposit with us a cash security of Rs. 80000.
4. That you will give us an annual sale of 2 million and a commission of 15% shall be
paid on this amount.2% extra commission shall be paid on exceeding our sale of 2
million and 3% on exceeding your sale of 3 million.
5. That the amount of commission shall be settled annually after you have crossed the
sale of 2 million.
6. That you shall give us at least 8% increase in sale, every year.
7. That the payment of bills shall be made in 60 days and credit at no time will go
beyond Rs. 150000 including our security of Rs 80,000. Therefore in case where
this limit of 1,50,000 is achieved, further documents shall be sent through Bank for
immediate payment.
8. That so long as you sell our ‘ALISKA’ you will not sell any other computer, even
for those firms for whom you are sole distributor for their other products.
9. That all publicity material, leaflets, price lists etc. shall be supplied to you at our
expense.
10. That all goods shall be properly packed in wooden boxes each computer separately,
and no responsibility for any damage, whatsoever, shall be borne by us, once the
goods leave our place. This, however, excludes any manufacturing or technical
defect which shall be got rectified at our cost.

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11. That you will not pledge or mortgage our goods to anyone at anytime for any reason
whatsoever.
12. That all special offers will entitle you to our usual commission apart from additional
benefits of special offers.
13. That all orders received from you shall be executed as promptly as possible, subject,
of course, to the availability of stock.
14. That either party is at liberty to terminate the agency by giving 120 days notice in
writing.
15. That disputes, if any, shall subjected to Tamilnadu Courts only.

We hope that we will find the above terms and conditions acceptable.

Please return us two copies of the agreement duly signed and stamped together with a
draft for Rs. 80,000.

Thanking you,

Yours faithfully,
For Aliska Corporation
Managing Director

Encl: Agreement in triplicate.

3.14.4 Write a letter terminating the Sole Agency.

Aliska Corporation
Mount Road
Chennai.

6th March 20
Vaishnavi Traders
56/2, Chinmaya Nagar
Chennai
Dear Sirs,
We regret to bring to your notice that in spite of our repeated suggestions and requests,
you have not been able to improve the sale of our product in our region. We are, therefore,
left with no other option but to terminate our agency and this may be treated as 120 days
notice as per term 15 of our agency agreement. We are requested to clear all pending
accounts at our earliest to enable us to refund our security deposit.

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Thanking you,
Yours faithfully,
Managing Director

3.15 TO SUM UP

Most of the agency correspondence is in the nature of advertisement of the product, the
company name and of course, the agent’s name. It must catch he attention of the agent or
the principal as the case may be; and that of the customer when the product is advertised.

Like all other kinds of sales letters/offers, insurance, banking and agency letters end on a
positive, forward looking note. The overall tone of courtesy, understanding, mutual
appreciation and adjustment are indispensable for the principal agent relationship

3.16 LESSON END ACTIVITIES

1. How is the image of the bank related to the correspondence maintained by the bank
manager?
8. Write a letter asking to stop payment of a cheque
9. Write a letter to the bank that its automatic teller machine is not functioning properly
10. Write a letter on behalf of the insurance agency reminding about a proposal.
11. Write a letter on behalf of the insurance agency to a claim made by the customer.
12. Explain the role played by agency and insurance correspondence with samples

Reference Books
1. Rajendra Pal Korahill, “Essentials of Business Communication”, Sultan Chand &
sons,
2. Ramesh, MS, &C.C.Pattanshetti, “Business Communication” R.Chand& Co, New
Delhi,2003
3. Matthukutty M Monippally, “Business Communication Strategies”, Tata McGraw
Hill,New Delhi,2007
4. K.K.Sinha, “Business Communication”, Galgotia Publishing Company, New Delhi,
2005
5. Kitty O Locker & Stephen Kyo Kaczmarek, “Business Communication” Tata
McGraw Hill,New Delhi,2007

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UNIT - IV
LESSON-4
COMPANY SECRETARY CORRESPONDENCE

CONTENTS
4.1 Aims and objectives
4.2 Introduction
4.3 Agenda
4.4 Minutes
4.5 Report writing
4.6 Purpose of statistical studies
4.7 Statistical reports
4.8 Executive summary
4.8.1 Introduction
4.8.2 Methodology
4.8.3 Findings
4.8.4 Discussion & interpretations
4.8.5 Conclusion & recommendations
4.9 Statistical abstracts
4.9.1 Introduction
4.9.2 Methodology
4.9.3 Findings
4.9.4 Discussion & interpretations
4.9.5 Conclusion & recommendations
4.10 To Sum up
4.11 Lesson end activities

4.1 AIMS AND OBJECTIVES

At the end of the chapter the student understands

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a. The features of an agenda

b. The importance of minutes
c. Report writing

4.2 INTRODUCTION

The company secretary undertakes administrative work, such as the preparation and
submission of returns, the preparation of the agenda for directors' meetings and company
general meetings, and the compilation of the minutes of those meetings.
A company secretary is responsible for ensuring the compliance of their organisation in
relation to financial and legal practices, as well as issues of corporate governance. They
act as a point of communication between the board of directors and company
shareholders, reporting in a timely and accurate manner on company procedures and
developments

Knowing how to put together an effective agenda, to plan a productive timely streamlined
meeting and how to chair that meeting, directing the flow of information can be the
difference between victory or defeat.

Understanding the importance of record keeping through minutes to record votes and
important information from the meeting is essential to prevent future conflict and preserve
the integrity of the organization. Defending the rights of the minority from being
overwhelmed by the majority can best be understood through rules of order. Without these
tools a leader may be doomed to muddle through in abysmal chaos and confusion..

4.3 AGENDA

The standard method for planning a meeting is called an agenda. Basically it is similar to
an outline one would create for a term paper. The following is a sample agenda for an
organization. The information in parenthesis is commentary not the agenda itself:

ABC Organization

AGENDA

Date of Meeting

Call to Order

The meeting is called to order at a certain time by the President or Chairman or presiding
officer/the person running the meeting. Usually the time is announced so the secretary can
record it in the minutes.

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Reading of the Minutes

The Secretary of the organization reads the minutes which is the record of notes taken at
the last meeting and the members of the organization vote on the minutes as correct or ask
for changes in the minutes, in wording or content usually through motions called
amendments or additions, or deletions.
Reports
Reports are usually given by each officer on their work, or the committees they chair or
projects, or the amount of money in the treasury etc., also sometimes committee reports
are included although they can also be included under their own separate headings.
Old Business
This is sometimes called Previous Business, referring to anything from a previous meeting
that did not get addressed, taken care of or voted on etc., it is handled first to make sure it
is not forgotten or ignored
For instance:
A. Confirmation of New Committee Chairman
B. Final Vote on Budget
New Business
Next on the agenda would be new proposals or projects or presentations on the agenda for
voting or discussion or debate or to be assigned for study to committee, this can also
include time for guest speakers or whatever relevant business the organization might have
including new elections
Around the Horn:
This is an optional agenda item and is put in many different forms or not at all. It can also
be titled final comments. Or it can be titled Announcements. In any case it is used to give
members of the organization time to present new subjects, proposals, make
announcements or comments. It can get out of control, be used incorrectly to make a
meeting too long or to discuss items not on the agenda, this is not the intent of this agenda
item and abuse of it should not be allowed.
Adjournment:
This is the final item at which the presiding officer or chair or head of the meeting
announces that the meeting is ended and at what time, again for the secretary to record in
the minutes.

There are many variations on agendas, and numbers can be used as well as letters. It is like
an outline. For effective agenda writing some organizations put times at each agenda
number, to help keep the meeting on track, to make sure speakers finish within the

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assigned times. Sometimes agendas will build in break times and add some extra time at
key places near the end to make up for overruns.

While having a plan or outline in place in the form of an agenda gives a leader a very
potent tool for chairing the meeting, It helps keep things from descending into chaos. It
allows everyone the chance to be heard, protects the rights of the minority in any voting
debate, and also provides for more efficient meetings.

4.4 MINUTES

Minutes are another key part of any organization, as they are the official record of that
group. Usually copies of the minutes are provided in writing, which is the record of the
previous meetings important votes and usually matches the agenda items. The members
vote on the minutes presented making it the official record for legal purposes. This can be
important for votes. In some organizations the secretary or an officer might read the
minutes aloud in order to bring everyone up to date as well as present them for vote.
Members may disagree about the numbers in key votes, or how the record is written, and
ask for amendments or changes. The record will be the only thing left to record what
actually happened. Minutes are a very important tool for maintaining the integrity of the
voting system in an organization. They are also a good refresher and reminder of events.
They contain committee reports in many cases as well.

Important decisions are taken at meetings, hence it is important to keep a faithful record of
the proceedings. Minutes are an abbreviated account of what was actually said, hence
compiling minutes requires conversion of the direct speech (i.e. the actual words spoken
by the members)into reported speech. It is therefore, necessary for the writer to be
proficient in the use of reported speech. Minutes should systematically reproduce the
following details
a. Date, time and place of the meeting
b. Attendance - list of members present and absent.
c. Chairperson of the meeting and a record of the chairperson’s remarks.
d. Confirmation of the minutes of the previous meeting and action taken on the items of
the previous meeting.
e. Item wise record of discussion, decisions and resolutions taken in the meeting
f. Date and time of the next meeting and so on.

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4.5 REPORT WRITING

A report is a formal document from somebody who has carried out an investigation. It
should be written in a formal style and should always finish by recommending a course of
action.
Business reports are quite often intended for a wide variety of different audiences. It is
critical that we carefully identify the intended audience for our report, otherwise it is likely
that our report will be misdirected and less effective. We should consider exactly what the
readers of our report already know and what they need to know to make informed
decisions.
We should also consider the attitude the audience will adopt toward our report. If we fear
that the readers may be somewhat hostile toward our report, we may want to offer more
supporting evidence and documentation that we would if their reception was thought to be
more favorable. The educational background and work experience of the audience is also
a key factor in the formulation of our report. A report written for top executives will differ
considerably from the report prepared for line supervisors in terms of style, word usage,
and complexity. Even age, gender, and other demographic characteristics might serve to
shape the report.
One thing is certain. Whether we earn our livelihood as an accountant, a marketing
manager, a production supervisor, or a sales representative, we will work in a vacuum. We
will find it necessary to constantly communicate with others in order to successfully
complete our job. Generally speaking, the larger the institution in which we work, the
greater will be the need to prepare written reports. As the organization grows in
complexity, so does the required degree of formal communication.

4.6 THE PURPOSE OF STATISTICAL STUDIES

Given the importance of communication, it should come as no surprise that the primary
purpose of a report is to convey information. In this effort, statistical reports are fairly
concise and follow a rather predetermined pattern. This familiar pattern permits easy
recognition of the essential features and allows the reader to quickly comprehend the
study. We will examine two types of statistical studies: Statistical reports and statistical
abstracts.
These studies are quite similar to purpose and in the composition of their component parts.
However, a statistical report is the result of a more complete and exhaustive study. Its
focus is on complex issues that could affect the long-term future and direction of the
organization. It is used when decisions such as plant locations, major capital projects, and
changes in the product line are made. A statistical abstract, on the other hand, is used
when the problem is of less complexity and consequences. Each of these is examined in
detail.

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4.7 STATISTICAL REPORTS

To complete a statistical report we must isolate the problem and collect the necessary data.
The population must be clearly identified and a sample carefully chosen. The researcher
then conducts the study and prepares to report the results.
As noted above, the procedure to be followed in reporting a statistical study consists of
rather precise and well-defined steps that may be modified only slightly. Immediately
following the title page the statistical report provides an account of its conclusions and
recommendations. In a business setting this opening statement is usually referred to as an
executive summary.

4.8 EXECUTIVE SUMMARY

The intent of the executive summary is to immediately provide the time-constrained

reader with the important facts and findings derived from the study. It summarizes these
findings and conclusions, along with any recommendations, and places them at the
beginning of the study. This placement provides easy access to the more important
information relevant to any decision that a manager must make. If the manger is interested
in any further details, he or she may consult the main body of the report.
The executive summary should be written in a non-technical manner. It is intended for
upper-level managers whose expertise often lies in business management and not in
technical fields such as chemistry, physics, or even, in many cases, statistics. They
generally have little concern for the technical aspect of the report. They only want to be
assured that we have considered all relevant business factors and followed proper
scientific procedures in the formulation of the report. If the reader then decides a more
complete technical explanation, he or she can read any additional portion of the report.
The executive summary seldom exceeds one or two pages.
Although the executive summary precedes the main report when it is submitted in final
form, the summary is written only after the study has been conducted and the rest of the
report has been completed. The summary should include no new information not
presented in the report, and should not offer conclusions based on data or information not
contained in the report.

4.8.1 Introduction
The second step is a brief introduction describing the nature and scope of the problem.
Any relevant history or background of the problem that is essential to a thorough
understanding and provides clarification for the rest of the study should also be included.
A statement is made explaining why the resolution of this issue is important and the
critical need to formulate a course of action.

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4.8.2 Methodology
The third section of a statistical report is more technical than the rest of the study, as it
explains the exact nature of the statistical tests that we intend to conduct. It describes in
detail the precise quantitative tools and techniques to be used, and reveals the manner in
which they will lead to the desired results. It is also customary to briefly characterize the
data set and the manner in which the sample was taken. This will become familiar to us as
we gain an increased understanding of statistical analysis and its many applications.
The methodology that we use will depend largely on what we want to accomplish. This
fact too will become more evident as we gain more insight into the process of statistical
analysis as described in this text.

4.8.3 Findings
It is here that the true statistical analysis is performed. The findings consist of the actual
statistical computations that provide the information required to make decisions and
recommendations. These calculations may vary from simple descriptive techniques to the
more advanced inferential analysis. The computations are shown in sufficient detail to
reveal and validate the statistical test without providing needless information or becoming
overly cumbersome.
In addition, comments regarding the computations are provided to note the results and
draw attention to their significance. That is, the results of the computations are merely
cited or quoted. No effort is made to discuss or interpret these computations. This is left
for the next segment.

4.8.4 Discussion and Interpretation

Based on the findings from the previous section, the researcher should provide an
interpretation of the findings in a meaningful and yet non-techincal sense. This section has
a considerable impact on the formulation of the solution to the problem described in the
introduction, which motivated the report.

4.8.5 Conclusions and Recommendations

This final segment often repeats some of the information found in the executive summary,
yet allows the researcher to explain in greater detail how and why the conclusions were
reached. A more complete discussion of the recommendations may also be included. It is
important that this section be based on the results of the findings and not other conclusions
or recommendations not supported by the analysis.

If reports are prepared in this organized form, they are inherently more useful and lend the
researcher a sense of credibility and authority. The report will command respect from
those who rely on it to make important decisions.

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4.9 STATISTICAL ABSTRACT

The statistical abstract is used when the issue is less complex and does not have the long
range implications associated with a statistical report. The statistical abstract is shorter and
less formal that the report form. Unlike the statistical report, the statistical abstract is
seldom accompanied by an executive summary. The less complex nature of the issue the
abstract is to address makes such a formal summary unnecessary.
Other than the executive summary, the abstract contains essentially the same features as
the report. However, the components parts of the abstract are much less detailed and
shorter in length. The statistical abstract can sometimes be presented in a single page. The
following discussion of the abstract's main components reveals that each resembles those
found in the statistical report, but in somewhat abbreviated form.
4.9.1 Introduction
The introduction is a brief statement describing the motivation for the study. It explains
what problem or concerns prompted the study and why the study is important. Little or no
reference is made to historical developments as was the case with the report form.

4.9.1 Methodology
s with the report form, the methodological statement contained in the abstract describes in
some technical detail the statistical tools and techniques that will be used to complete the
study. This is perhaps the most technical component of the abstract. A brief description of
the population and the manner in which the sample was taken is customary.

4.9.3 Findings
This section includes the actual statistical computations and implements the statistical
tools described in the methodology section. Due to the less involved, less complex nature
of the problem, this section may consist of only a few calculations, which will serve as the
basis for the study's conclusion. Brief commentary is provided regarding the outcome of
the computations.
4.9.4 Discussion and Interpretation
Relying on the findings in the previous section, the researcher presents a discussion of the
study's findings and offers an interpretation. This interpretation translates the technical
findings for those who are less trained in statistical procedures.
4.9.5 Conclusion and Recommendation
The abstract may be completed without a conclusion or any statement regarding
recommendations. The study may have been requested by a superior who simply requires
more information to make his or her own managerial decision. This superior may consider
a recommendation for action as a usurpation of his or her administrative power.
Remember, the abstract is used when the decision to be made is of lesser consequence; the
decision can often be administered by a single authority. For this reason, a
recommendation is not usually offered unless specifically requested.

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4.10 TO SUM UP

Company Secretaries in all sectors have high level responsibilities including governance
structures and mechanisms. They are in charge of corporate conduct within an
organisation's regulatory environment. They conduct board, shareholder and trustee
meetings, in compliance with legal, regulatory and listing requirements. They maintain
contact with regulatory and external bodies and send reports and circulars to
shareholders/trustees. They prepare reports on management of employee benefits such as
pensions and employee share schemes. They thus play an important role in administration
and organisation, in the negotiation of contracts, risk management, property administration
and organisation and the interpretation of financial accounts.

4.11 LESSON END ACTIVITIES

1. Describe the contents of an agenda

2. What is the purpose of writing minutes?
3. Discuss the importance of report writing listing out the sections of the report.

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UNIT-V

LESSON-5
APPLICATION LETTERS

CONTENTS
5.1 Aims and objectives
5.2 Introduction
5.2.1 Format
5.2.2 Header
5.2.3 Introduction
5.2.4 Body
5.2.5 Closing
5.3 Resume Writing
5.3.1 Parts of Resume
5.3.2 Layout
5.4 Functional resumes
5.5 True skills
5.6 Functional vs Chronological resumes
5.7 How to make a resume
5.8 Resume format
5.9 Sample resume
5.10 Types of Interviews
5.10.1 Traditional face to face interview
5.10.2 Panel interview
5.10.3 Behavioural interview
5.10.4 Telephone Inerview
5.10.5 Group interview
5.10.6 Lunch/dinner interview
5.10.7 Stress interview
5.11 Interview Techniques
5.11.1 Before the interview
5.11.2 Sample interview questions
5.11.3 Company’s expectations
5.11.4 Go to bed early

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5.12 On the day of interview

5.12.1 Non verbal message
5.12.2 Be comfortable
5.12.3 Listen attentively
5.12.4 Avoid nervous mannerisms
5.12.5 Speak clearly
5.12.6 Be positive
5.12.7 Ask pertinent questions
5.12.8 Giving answers
5.12.9 Keep up your guard
5.13 After the interview
5.14 50 Standard interview questions
5.15 Explaining work history
5.16 Are you the right candidate
5.17 Compensation negotiation
5.18 Tough technical questions
5.19 Public speaking
5.19.1 introduction
5.19.2 Podium panic
5.20 4 Basic steps
5.20.1 Strategy
5.20.2 Structure
5.20.3 Style
5.20.4 Physical mannerisms
5.21 Supplement questions
5.22 Checklist for presentations
5.22.1 Preview the room
5.22.2 Limit the points
5.22.3 Limit the number of slides
5.22.4 Use graphics
5.22.5 Face the audience
5.22.6 Inject humour
5.22.7 Consider handouts
5.22.8 Handling questions
5.22.9 Persuading
5.23 To sum up
5.24 Lesson end activities

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5.1 AIMS AND OBJECTIVES

At the end of the unit the students understand

a. The features and functions of a resume with a cover letter
b. The purpose of interview and the types of interviews
c. Public Speaking
d. Characteristics of a good speech
e. Making Business Report Presentations

5.2 INTRODUCTION

Job seekers frequently send résumés or employment applications as attachments to a cover

letter, by way of introducing themselves to recruiters or prospective employers and
indicating their interest in the positions. Employers may look for individualized and
thoughtfully written cover letters to screen applicants who are not sufficiently interested in
their position or who lack the required writing skills.

5.2.1 Format
Cover letters are generally one page at most in length, divided into a header, introduction,
body, and closing.

5.2.2 Header
Cover letters use standard business letter style, with the sender's address and other
information, the recipient's contact information, and the date sent after either the sender's
or the recipient's address. Following that is an optional reference section (e.g. "RE:
Internship Opportunity at Global Corporation") and an optional transmission note (e.g.
"Via Email to [email protected]"). The final part of the header is a salutation (e.g.,
"Dear Hiring Managers").

5.2.3 Introduction.
The introduction briefly states the specific position desired, and is designed to catch the
employer's immediate interest.

5.2.4 Body.
The body highlights or amplifies on material in the resume or job application, and explains
why the job seeker is interested in the job and would be of value to the employer. Also,
matters discussed typically include skills, qualifications, and past experience. If there are
any special things to note such as availability date, they may be included as well.

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5.2.5 Closing :
A closing sums up the letter, and indicates the next step the applicant expects to take. It
may indicate that the applicant intends to contact the employer, [1], although some favor
the more indirect approach of simply saying that the applicant will look forward to hearing
from or speaking with the employer. After the closing is a valediction ("Sincerely"), and
then a signature line. Optionally, the abbreviation "ENCL" may be used to indicate that
there are enclosures.

5.3 RESUME WRITING

Every resume is a one-of-a-kind marketing communication. It should be appropriate to our

situation and do exactly what we want it to do. The resume is a tool with one specific
purpose: to win an interview. If it does what the fantasy resume did, it works. If it doesn't,
it isn't an effective resume. A resume is an advertisement, nothing more, nothing less.

A great resume doesn't just tell them what we have done but makes the same assertion that
all good ads do: If we buy this product, we will get these specific, direct benefits. It
presents us in the best light. It convinces the employer that we have what it takes to be
successful in this new position or career.

It is so pleasing to the eye that the reader is enticed to pick it up and read it. It "whets the
appetite," stimulates interest in meeting us and learning more about us. It inspires the
prospective employer to pick up the phone and ask us to come in for an interview.

5.3.1 Parts of a resume

The objective

In many ways, the resume objective is the bread and butter of the actual document.
Including an objective provides the official introduction to the rest of our text, discussing
our career objectives along with the kind of job we’re looking for. It sets the tone for the
remaining content and is the first thing that assistant manager looks at. Because of this,
much attention should be paid to the resume objective.

What is our goal in relation to the job we’re looking at? This purpose is stated in the
resume objective. Some bona fide resume objectives include:
• To obtain a position in the construction industry with upward mobility from
apprentice to welder.
• To obtain a position in information technology which makes use of my computer
troubleshooting experience.
• To obtain a position in the entertainment magazine industry with excellent mobility
and room to grow.

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A mistake resume writers make when stating their resume objective is being overly
simplistic. Many resumes contain fluff such as “Objective: To work my best to achieve
goals in the near future.” Besides being overly generic, it clearly does not address our
desired position and does not tug at our prospective employers’ emotions.

Consider this one: “To obtain a full-time job with a stable business.” With resume
objectives, it is important not to act too “self-serving” as well. Telling employers we want
“to gain the proper skills and knowledge to run a profitable business” may make them
assume we’re a liability and also think we believe their business is a classroom, which is
not the case. Limit the amount of the letter “I” on our resume and focus on our prospective
employer’s needs instead.

Remember, a resume objective is as much use to us as it is to the potential employee. It

makes us think about what we need and what skills we want to develop and use. Secondly,
it helps present the rest of the information on a resume in a neat format. All in all, a well-
written and focused resume objective can mean the difference between that Rs25,000 job
and unemployment for the next month.

Avoid downloading objectives from the internet as interviewers become tired of seeing the
same sentences in every resume recognize them for what we are. Mention your skills that
will help you be a good employee and will be useful for the growth of yourself and the
organization.

You will want to layout your resume differently depending on the amount of overall work
experience you have, as well as your level of experience in the field for which you are
applying. If you don’t have much experience in the specific career field you are applying
for, it’s best to detail your past work experience and relate the skills required in your
previous jobs to the new job.

5.3.2The lay out of the resume

I. The Header
a. Should contain full name and all necessary contact information. Employers don’t
want employees that are hard to find, so make it very easy for employers to setup an
interview. Provide at least one phone number. If you have a cell phone, give that
number. If not, you may consider getting one at least temporarily so you appear
available at all times.
b. Be wary of any email address or website URL we provide. We may be judged on
the content of our website or the name on our email address. It’s better to create a
generic email account such as [email protected] than use an email such as
[email protected]. If our website is a portfolio for our work, it’s fine to
include the URL, but if it’s a personal site or side project or business, it can do more
harm than good and should probably be left off.

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II. Objective or Qualifications Summary

a. More and more professional resume writers are moving away from objectives to a
summary of qualifications. Objectives usually end up as the fluffy statements about
the candidate’s desire to change the world through this job, or whatever they think
the employer wants to hear. On the other hand, a qualifications summary briefly
describes what makes us qualified to have the job.
b. This area under the header is prime real estate and should be used wisely. If we truly
are qualified for the job, then without a doubt take this space to summarize why we
are the best candidate for the job. Offer hard facts and actual experience over
intangibles. If we aren’t particularly qualified for the job, then we should use an
objective to convey why we should get the job - our desire, work ethic or other
intangibles.

III. Work Experience

a. Always include your most recent work experience at the top.
b. Always include all relevant or related experience, no matter how old.
c. Avoid long gaps in work history. If you have large gaps, try to include a description
of any kind of related job or experience during that time somewhere on your resume.
d. If you’ve had many job changes or short stints at jobs, be sure to explain why, such
as it was a contract job, relocation or whatever the reason. Never blame the job or
previous employer as you could be seen as someone who is difficult to please, even
if your arguments are legitimate.

IV. Education
a. Certain jobs take education under consideration more than others. Generally, larger
companies pay closer attention to an applicant’s education, but we can never be sure
what type of person will be examining our resume. Always try to include full
details on your education including degrees and awards received.
b. If you’ve taken any relevant training classes for previous jobs, include them in the
education section to beef up our credentials.
V. Skills
a. Many companies have Human Resources staff specifically designated to collect and
filter resumes for various openings within the company. Often these workers are not
overly familiar with the skillsets and various buzzwords used in your field. They
will be told what skills the employee should have and if they don’t see those exact
skills on your resume it may be discarded. Therefore, it’s important to include as
many of the skills that are required for the job as possible. These include knowledge
of specific business software, computer skills, even specific tasks that we know the
job we are applying for will require.

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5.4 FUNCTIONAL RESUME IS NOT RIGHT FOR EVERYONE

Before we start our functional resume, or even determine that a functional resume is the
type we should be writing, we must do a careful assessment of ourself. We must look at
our abilities, our work skills, the values we possess that are important to the work place
and especially to the position and industry for which we are applying. We have to think
about our accomplishments, asking ourself what skills we have honed, what our strengths
we have, what we have accomplished at prior work places, and why an employer should
hire us.

5.5 WHAT ARE OUR TRUE SKILLS?

Starting our functional resume may be the most difficult part of the resume construction
process for its here that we have to do our most objective and probing thinking. We must
look at our academic achievements and environments, our work experiences and our
volunteer positions and accomplishments. We must gather documentation as well.

We must take considerable time doing this and perhaps brainstorming with others who
know us well. We'd be surprised, as we prepare to write our functional or other resume,
how many skills we can define that we hadn't original thought of.

While there are several types of resumes, some of them are simple variations on the two
major types. The two primary types of resume are chronological resume and functional
resume.

5.6 FUNCTIONAL RESUME VS. CHRONOLOGICAL RESUME

The most common type of resume is the chronological resume. That does not mean,
however, that we should assume it is the resume that should be preferred for we over the
functional resume. The chronological resume is most commonly used, but that doesn't
mean it was the best choice. If our work history is in the same industry and shows no
significant time gaps and progressively more advanced work, we would be well to use a
chronological resume rather than a functional resume.
A chronological resume is one in which the applicant's work history is listed in reverse
chronological order, with the most recent job listed first. After the listing of job title and
firm we would include a brief summary of our duties, responsibilities and achievements
while holding that position with that firm.
A functional resume, on the other hand, emphasizes our skills more than it does our actual
job duties and the dates during which we performed each job. A functional resume does
not necessitate our listing the positions in chronological order. The first job listed, in
contrast, is the one whose skills most closely match the skills required in the job for which
we are applying.

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A functional resume is best used if we are making a change of career or industry, or if we

have significant time gaps in our work history. We should also use a functional resume if
our education or work history is limited.

5.7 HOW TO MAKE A RESUME

Because of the volume of resumes employers receive, most of them now use some kind of
resume tracking or applicant tracking system. This automates many of the tasks necessary
for tracking candidates, and also makes it possible for an employer to find a resume they
received months or years later. As a result of the technologies used, its important to keep
our resume in a certain format that will be correctly read and interpreted by the systems.
This used to be referred to as a “scannable” resume because of the hardware that used to
scan paper resumes into the computer. While the technology has changed, and resumes are
mostly submitted electronically, the principles remain the same.
Once our resume is stored electronically, employers use keywords to match the stored
resumes with their open positions. In order to find the resumes, employers (and recruiters)
use keyword search strings, very similar to the search strings we would use when we are
searching for something in a search engine.
A resume that is formatted in a way that can be stored and searched correctly is called a
scannable resume. Correct formatting of a scannable resume includes avoiding fancy
fonts, graphics and other effects that don’t always make it through the technologies
correctly. A resume that is not formatted correctly won’t appear in a search for matching
keywords, which greatly reduces our chances of landing interviews. To increase rather
than decrease our chances, its a good idea to create a scannable resume or convert our
traditional resume into a scannable resume format.

5.8 RESUME FORMAT

The resume tracking applications attempt to match characters converted from our resume
with standard letter shapes. So, it's important to format our resume in a font that conforms.
It's the single-most important factor for making our resume format convert within the
software.
For example, if we use a decorative font such as Bahamas, the software might misinterpret
the fancy letter a as the letter o. This could result in a misinterpreted keywords, such as
monoger for manager. Our resume then won't show up in a search for the word manager.
Times New Roman and Arial seem to be the most easily converted fonts.
Font size is also important. The optimal font size is between 10 and 12 points. The size we
choose depends on the font. For example, note that the characters in Times New Roman
appear smaller and more compact than those in Arial. The more compact a font is, the
harder it is for the software to separate the characters. So, if we go with Times New

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Roman, the properties of the 12-point size are likely best to allow for the variances in
scanner quality, while 10-point Times New Roman might be too small.
It's a good idea to avoid Italics anywhere in our resume, since it skews characters into the
white space between them. Also avoid underlining, since the underline limits white space
under characters and cuts through some, such as the "tail" on the q or g.
We can spruce up our resume by using horizontal lines to separate sections, so they look
good on paper. However, don't allow them to touch or get too close to text. Make sure
they occupy at least one full line of space.
Avoid short vertical (|) lines and slash marks (/) in our resume. Scanners might try to
interpret them as letters, such as a loourcase l or an uppercase I. Also avoid text leaders or
trailers, such as periods (....). They might confuse the software.
Bulleted (•) lists are acceptable if they are solid, not hollow. That's so the software doesn't
try to interpret them as letters, such as the letter o. They don’t always transfer or might
display as some weird character when pasting them into plain-text resume forms at online
resume banks. If they don't transfer well into forms, replace them with asterisks (*) or
hyphens (-), plus a space before the text.
If we are applying for a job where it's important to show off our formatting or creative
skills to land a job, such as a Web Designer or Graphic Artist position, distribute copies of
our fancy paper resume at interviews. Better yet, send both a fancy and plain resume
format, or create a fancy Web resume and portfolio, and include the URL in our emailed
resume or cover letter.
Speaking of which, always include a correctly formatted “scannable” cover letter with our
resume.

5.9 SAMPLE OF AN ACCOUNTING RESUME

OBJECTIVE:
Brief out your knowledge and experience in the field of accountancy.
E.g.: Record information about financial status of customers, keeping records of collection
and status of accounts, identifying the underlying principles, reasons, or facts of
information
And as an accounting manager, have a rich experience with ten years of work experience
in accounting. Strong accounting and management skills with extensive knowledge in
processes and accounting standards

PROFESSIONAL SYNOPSIS
Give a detailed explanation about your responsibilities in accounting, so as to make the
reader feel you are the best person for the job

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• Mention the duties you did in accounting, and the results you received on the basis
of your work.
• Mention down the rewards you attained on the basis of your work result

Responsibilities
• Mention your major responsibilities in your current company as per your work
experience. E.g.: A highly experienced manager with ten years of wok experience in
accounting. Strong accounting & management skills with extensive knowledge in
processes and accounting standards.
• Give a glimpse of your previous work-related experience, skill and knowledge.

ACADEMIC QUALIFICATION
This section should have minimum of three educational details. Always try to give full
details regarding your education including degrees and awards received. You can write
details as below:
General studies, XYZ High School Major, year
Graduation, XYZ College, year
Masters, XYZ College, Year

PROFESSIONAL QUALIFICATION
If you have done any relevant courses for previous jobs, include them to brief your
credentials Mention any certifications done related to your degree, certifications related to
accounting software like Tally.

ORGANISATIONAL EXPERIENCE
Start with your most recent work experience at the top. Include all relevant or related
experience, no matter how old. Avoid long gaps when you write your work history. If you
have large gaps, try to cover up with a brief description of any kind of related job or
experience during that time you did. If you’ve had many job changes in short span, be sure
to explain why, e.g. it was a contract job, relocation Etc. Never blame your previous
employer or previous job as you could be viewed as someone who is difficult to please,
even if your arguments are legitimate.
You can use the below template to describe your work experience.
Tenure Company Name Designation
CORE COMPETENCIES
Accounting Skills

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Mention all your accounting skills which will make the reader feel that your resume is
outstanding. These include knowledge of specific computer skills, business software and
specific tasks that you did.
Accounting Experience
Emphasize on your accounting related accomplishments and contributions you made in
the organization.Use as many key words and skill headings as possible. For example:
• Ledger, Accounting standards
• Management of A/R & A/P Accounts
• Billing, Cost and Collections
• Supervision of Accounting and Administrative Staff
• Balance Sheet and Management Status Reports

Activities
List all your significant activities you did as a student and communal activities including
organizations, student government, sports, and professional affiliations. Use action items
to describe your responsibilities and accomplishments you did.

Use Keywords:
Use extensively accounting related keywords and action items to describe your skills and
accomplishments.

5.10 THE INTERVIEW—DIFFERENT TYPES

There are many different types of interviews. Once we are selected for an interview, we
may experience one or more of the situations described below. When we schedule an
interview, try to get as much information about whom we will be meeting. It is rare to
have only one interview prior to a job offer. Most employers will bring back a candidate a
number of times to be sure a potential employee will fit into the company culture.

5.10.1 Traditional Face to Face Interview

• Most interviews are face-to-face. The most traditional is a one-on-one conversation.

• Our focus should be on the person asking questions. Maintain eye contact, listen
and respond once a question has been asked.
• Our goal is to establish rapport with the interviewer and show them that our
qualifications will benefit their organization.

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5.10.2 Panel/Committee Interview

• In this situation, there is more than one interviewer. Typically, three to ten
members of a panel may conduct this part of the selection process. This is our
chance to put our group management and group presentation skills on display.
• As quickly as possible, try to “read” the various personality types of each
interviewer and adjust to them. Find a way to connect with each interviewer.
• Remember to take your time in responding to questions. Maintain eye contact
with the panel member who asked the question, but also seek eye contact with
other members of the panel as we give our response.
• In some committee interviews we may be asked to demonstrate our problem
solving skills. The committee will outline a situation and ask us to formulate a
plan that deals with the problem. We don’t have to come up with the ultimate
solution. The interviewers are looking for how we apply our knowledge and
skills to a real life situation.

5.10.3 Behavioral Interview

• The basic premise behind this type of interview is that our past is the best
predictor of our future. These types of questions may be asked in any
interview format; telephone, panel, or one-on-one.
• If the employer asks behavior-oriented questions, they are no longer asking
hypothetical questions but are now asking questions that must be answered
based on facts.
• With a behavioral question, the interviewer is looking for results, not just an
activity list. They are listening for names, dates, places, the outcome and
especially what our role was in achieving that outcome.
• An example of this type of question is “Give me a specific example of a time
when we had to address an angry customer. What was the problem and what
was the outcome?”

5.10.4 Telephone Interview

• Many organizations will conduct interviews by telephone to narrow a field of
candidates. Telephone interviews may also be used as a preliminary interview for
candidates who live far away from the job site.
• It is important to treat this interview as we would have a face-to-face connection.
Arrange for a quiet space and time to schedule the conversation. Clear a work
surface to minimize distractions.
• Focus on the conversation. Listen to the questions carefully before we answer.
Since our voice is key, convey energy with inflection in our voice.
• Have a copy of our resume nearby as a reference.
• Avoid using a phone with call waiting. We do not want to be interrupted during an
interview.

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5.10.5 Group Interview

• A group interview is usually designed to uncover the leadership potential of
prospective managers and employees who will be dealing with customers.
• The front-runner candidates are gathered together in an informal, discussion type
interview. A subject is introduced and the interviewer will start off the discussion.
• The goal of the group interview is to see how we interact with others and how we
use our knowledge and reasoning to influence others.

5.10.6 Lunch/Dinner Interview

• The same rules apply at a meal as those in an office. The setting may be more casual,
but remember it is a business meal and we are being watched carefully.
• Use the interview to develop common ground with our interviewer. Follow his/her
lead in both selection of food and etiquette.
• Do not drink alcohol at any point in the interview process.

5.10.7 Stress Interviews

• This form of interview was more common in sales positions and is rare today.
However, we should be aware of the signals. The stress interview is usually a
deliberate attempt to see how we handle ourselves under pressure.
• The interviewer may be sarcastic or argumentative, or may keep us waiting. Don’t
take it personally. Calmly answer each question. Ask for clarification if we need it,
and never rush into an answer.
• The interviewer may also lapse into silence at some point during the questioning.
This may be an attempt to unnerve us. Sit silently until the interviewer resumes the
questions. If a minute goes by, ask if he/she needs clarification of our last comments.

5.11 INTERVIEW TECHNIQUES

5.11.1 Before the Interviews

Conduct Basic Interview Research
Every interview must be preceded by research to give us an edge over the rest. Find out as
much as you can about the company before the interview.

Here is a list of the information that we must have:

• Name of the interviewer
• Organisational srtructure
• Divisions/departments that interest us

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• Products/Services
• Training Programs
• Size of company
• Career paths
• How long have they been in business
• Types of clients
• Growth in the past and future potential
• Job description & job title
• New products and services they are developing
• Employee benefits
• geographic location of home office, branches, stores

5.11.2. Sample questions

Here is a list of common questions usually asked in an interview. Prepare them well
• How would you describe yourself?
• What are your long range and short range goals and objectives and how are you
preparing yourself to achieve them?
• What specific goals, other than those related to your occupation, have you
established for yourself for the next 10 years?
• What do you see yourself doing five years from now?
• What are the most important rewards you expect in your career?
• What do you expect to be earning in five years?
• What do you consider to be your greatest strengths and weaknesses?
• Why should I hire you?
• Why did you choose this profession? What qualifications do you have that make you
think that you will be successful in this field?
• How do you determine or evaluate success?
• What do you know about our organization?
• Why did you decide to seek a position with this organization?
• In what ways do you think you can make a contribution to our organization?
• What qualities should a successful manager possess?
• Describe the relationship that should exist between a supervisor and those reporting
to him or her.

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• What has been your biggest achievement and why?

• Tell us about your previous job experience. Reasons for leaving the previous job.
• Do you have a geographical preference ?
Will you relocate? Does relocation bother you?
Are you willing to travel?
• Are you willing to spend at least six months as a trainee?
• Why do you think you might like to live in the community in which our organization
is located?
• What have you done that shows initiative?
• What major problem have you encountered, how did you deal with it and lessons
that you learnt out of them?

5.11.3 Company expectations

Every company has a set of expectations from the prospective employee. In order to know
that best fulfill those expectations, we must ask ourselves the following questions:

• Do you have the skills to do the job?

• Do you fit in the organization structure?
• Do you understand the company and its purpose?
• How do you stack up against the competition?
• Do you have the right mindset for the job and company?
• Do you want the Job?

5.11.4 Pick out your Outfit, and Go to Bed Early

Lay out your interview outfit the night before, get a good night's rest, and always get an
early start. The last thing you want is to arrive at the interview flustered and panicked
because you couldn't find a parking spot.

5.12 ON THE DAY OF THE INTERVIEW

5.12.1 Non-verbal Messages:

Non-verbal language speaks larger than words. As you walk in the interview room, here
are a few things that you must keep in mind:

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Start it off like a winner.

• The handshake: Offer your hand, and give a firm handshake, a pleasant smile and a
positive and confident attitude. Introduce yourself.
• Posture: Stand and sit erect
• Don't Fidget: There is nothing worse than people playing with their hair, clicking
pen tops, tapping feet or unconsciously touching parts of the body.
• Eye Contact: Look the interviewer in the eye
• Move your hands: Gesturing or talking with our hands is very natural, but keep it
in moderation.
5.12.2 Be comfortable.
Take a seat facing the interviewer, however, slightly off center. Be sure that you are in a
comfortable position
5.12.3 Listen attentively.
Look at the interviewer directly, but don't get into a stare down! Sit up straight. Try to
relax. It's okay to take a few notes if the questions are lengthy, or you need to remind
yourself of something you want to stress
5.12.4 Avoid nervous mannerisms.
Pay attention to nervous mannerisms. Everyone is nervous to some extent, the key is to
appear calm and composed
5.12.5 Speak clearly.
Use good grammar and a friendly tone. Never answer just "yes" or "no" to a question.
Always clarify, expand on your answers. Be sure not to go on rambling
5.12.6 Be positive and enthusiastic.
Pump up your enthusiasm prior to the interview. Never whine, gripe or complain about
past employers, jobs, classes etc
5.12.7Ask pertinent questions.
Be prepared to ask a few questions. Do not monopolize the interviewer's time, particularly
if you know they have appointments scheduled following our interview. Do ask thoughtful
questions. Don't ask about salary and benefits, this can be discussed when the company is
definitely interested in you

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5.12.8 While giving answers to questions:

• Be Concise: Listen to the questions carefully and answer to the point. An
interviewee rambling on is likely to turn off the interviewer.
• Provide Examples: Support your contentions with examples. Think of recent strong
strategic examples of work you've done, then when the question is asked, answer
with specifics, not in generalities.
• Be Honest: It is always better to state the truth than beating about the bush. If you
don’t know something then state the fact.
5.12.9 Keep Our Guard Up:
Always maintain your professionalism. Don’t get swayed by the friendly behaviour of the
interviewer and disclose everything. For all you know it might be a trap laid out by him.

5.13 AFTER THE INTERVIEWS

• Say thanks. The next day write the interviewer a brief note reiterating your interest
in the job. Spell his or her name correctly!
• Follow up. If you haven't heard from the interviewer within the time frame indicated
at the close of the interview, call them to relay a polite reminder that you're still
interested in the job. Ask when they plan to make a hiring decision.
• If you aren't hired and you are still interested in the company, it pays to keep in
touch with the interviewer. Often, through persistence, you may be offered a position
at a later date.
Chin Up.
If you don't get the job, don't be disheartened. Gear up for our next interview. After all the
more interviews you tackle the more polished you become. You may want to contact the
interviewer who rejected you and see if you can get any pointers on what to improve
before our next interview

5.14 FIFTY STANDARD INTERVIEW QUESTIONS

It is not enough to have solid answers for only the above questions. You need to be
prepared for the full spectrum of questions that may be presented. For further practice,
make sure you go through the required mock interview and for further review, look at
some of the following questions:

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1. Tell me about yourself.

2. Tell me about our experience.
3. What is your most important accomplishment to date?
4. How would you describe your ideal job?
5. Why did you choose this career?
6. When did you decide on this career?
7. What goals do you have in your career?
8. How do you plan to achieve these goals?
9. How do you personally define success?
10. Describe a situation in which you were successful.
11. What do you think it takes to be successful in this career?
12. What accomplishments have given you the most satisfaction in your life?
13. If you had to live your life over again, what one thing would you change?
14. Would you rather work with information or with people?
15. Are you a team player?
16. What motivates you?
17. Why should I hire you?
18. Are you a goal-oriented person?
19. Tell me about some of your recent goals and what you did to achieve them.
20. What are your short-term goals?
21. What is your long-range objective?
22. What do you see yourself doing five years from now?
23. What do you want to become ten years from now?
24. Do you handle conflict well?
25. Have you ever had a conflict with a boss or professor? How did you resolve it?
26. What major problem have you had to deal with recently?
27. Do you handle pressure well?
28. What is your greatest strength?
29. What is your greatest weakness?
30. If I were to ask one of your professors (or a boss) to describe you, what would he
or she say?
31. Why did you choose to attend your college?
32. What changes would you make at your college?
33. How has our education prepared you for your career?
34. What were your favorite classes? Why?

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35. Do you enjoy doing independent research?

36. Who were your favorite professors? Why?
37. Why is your GPA not higher?
38. Do you have any plans for further education?
39. How much training do you think you’ll need to become a productive employee?
40. What qualities do you feel a successful manager should have?
41. Why do you want to work in the _____ industry?
42. What do you know about our company?
43. Why are you interested in our company?
44. Do you have any location preferences?
45. How familiar are you with the community that you’re located in?
46. Are you willing to relocate? In the future?
47. Are you willing to travel? How much?
48. Is money important to you?
49. How much money do you need to make to be happy?
50. What kind of salary are you looking for?

5.15 EXPLAINING YOUR WORK HISTORY

Question: "Can you explain why there is an 8 month gap between Company A and
Company B?", "Why were you out of work for so long?" or "Can you explain why
you had 3 different employers in 5 years?"

Answer: Have a sound explanation for your work history. Whether you have a gap in our
employment or have held several jobs in short period of time, emphasize that you were
looking for a company to settle into where you could make a long-term
commitment/contribution. Stress that you are not just looking for a higher paycheck.

Question:” Why are you leaving your current employer?"

Answer: Focus on positive reasons for leaving. Talk about limitations in growth potential
and learning at your current job. Do not dwell on negative reasons, such as not getting a
raise or not getting along with our boss or co-workers. Point out that the prospective
position provides the additional growth, training or responsibilities that you are seeking.

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5.16 WHY YOU ARE THE RIGHT CANDIDATE

Question: "Why should I hire you?"

Answer: Stress the areas in our background that relate to the challenges inherent in the
new position. Meet the employer's description of the position point for point with your
skills and experience. Emphasize your qualifications and your dedication to success.
Discuss how you will bring this to bear for the employer's company.
Question: "What are your weaknesses?" or "With regards to the job description,
where do you feel your weakness are?"
Answer: Turn the question around and get the interviewer to disclose what he believes
your weaknesses are. Use this opportunity to change the interviewer's mind. Give specific
proof why the weakness does not exist or is not a factor in performing on the job. Describe
strengths that compensate for any weaknesses that could affect your performance.
Question: "Give me an example of how you could help my company."
Answer: Describe a project where you made a significant contribution and how it affected
the bottom line. Emphasize results. Show how this ability transfers from your past
positions to the one being discussed during the interview.

5.17 COMPENSATION NEGOTIATION

Question: "Tell me about your salary expectations."

Answer: Turn the question around. Ask the interviewer to discuss the approximate pay
range for the position.
"Based on our discussion, what do you feel an employee with my skills is worth?"
Describe your current compensation package in detail. Avoid giving a specific desired
salary in the opening stages of discussion. If you give a number too high you may come
across as greedy. If you give a number too low, you can lose out. Show genuine interest in
the position. Inform the hiring authority that you will consider the strongest offer based on
the skills you bring to the table.

5.18 TOUGH TECHNICAL QUESTIONS:

Question: "How do you ___________?" (You are not sure what the answer is)

Advice: Never exaggerate or lie. Honesty will go a long way here. Some interviewers ask
questions with no correct answer just to determine if you will try to bluff your way
through them. Instead of bluffing, use this opportunity to stress your desire to learn and

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give examples of why you are a fast learner. If you think you know the answer, but are not
positive, respond by stating:
"I have never encountered that situation exactly, but if I had to give an answer based on
past situations that I have encountered I would say that..." or
"In this situation, I can't base the answer on my current experience. Here is how I would
find the answer..."

STRESS QUESTIONS :

Question: "How would you improve a cricket bat?", "How would you sell me this
pen?" or "If you were throwing a party and could invite one famous person, tell me
who you would invite and why."
Advice: These types of questions are meant to test our poise, measure your confidence
and elicit an honest reaction to a stressful situation. Many people damage their chances of
winning a position by reacting to the questions as if they were personal insults or as if the
interviewer was odd or stupid. The interviewer is attempting to throw you off balance and
trying to have you reveal the "real you" behind last night's rehearsed answers to six or
seven stock interviewing questions.
Take this opportunity to show the employer your grace under fire. An interesting answer
to these questions may mean the difference between an offer and a rejection.

5.19 PUBLIC SPEAKING

5.19.1 Introduction
While hard work and good ideas are essential to success, our ability to express those ideas
and get others to join you is just as important. Much of this verbal expression will be one
on one or in small groups but periodically (and for some of us often) you will be involved
in more formal and public speaking in front of larger numbers.
If this thought makes you nervous you are not alone. Many speakers lack the skills and
confidence to make effective presentations. You have all been victims of speakers (eg.
teachers) who put us to sleep. Despite knowing how ineffective many speakers are, many
of us have found that, despite the best intentions, you haven't fared much better. You knew
the topic and the ideas were written down, but the presentation still didn't go well. Was it
the way you delivered the speech? Was it because the audience didn't seem interested?

5.19.2 Podium Panic

Everyone experiences stage fright, speech anxiety, or talking terror. Surveys show that
fear of speaking in front of groups is one of the greatest fears people have. Some surveys
find people actually claiming that the thought of giving a speech is more frightening than
falling off a cliff, financial difficulties, snakes, and even death.
The following lists some techniques people use for coping with this fright:

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• our audience understands our nervousness; they know what you are feeling and will
forgive it; similarly they will forgive honest mistakes
• nervousness is usually invisible; most will not notice the small changes in our voice
or occasional mistakes; most speakers who describe themselves as nervous appear
confident and calm to the audience
• be yourself; let the real you come through; relax, practice some deep breathing
techniques;
• begin in your comfort zone; practice with friends; share your fears with friends
• check out the room first; check out the space, the equipment, the lights
• concentrate on the message
• begin with a slow, well-prepared introduction; have a confident and clear conclusion
• most important: be prepared and practice
The problem of poor communication is complex and cannot be solved by a single book, a
course, and certainly not by this short guide. You will point out the critical elements and
questions to think about. The approach presented here is predicated on the notion that
there is a speechmaking process that involves a few basic steps and within each are
particular strategic decisions.

5.20 FOUR BASIC STEPS

• formulate a strategy for the specific audience

• develop a flexible, flowing structure
• combined prepared material with an enhancing, not distracting, presentation style;
it is important to remember that how you present is as important as what you
present.
• supplement the presentation with confident, informed responses to questions and
challenges

5.20.1 STRATEGY
• Understand your purpose and role: It is critical to be clear about your purpose in the
communication. This involves knowing your audience, the occasion, and the
expectations of your audience. Knowing the audience will be a critical determinant
in what information is presented and how it is presented.
• tailor your message to the audience - understand their needs, desires, knowledge
level, attitude towards your topic
• be concrete, specific, practical, and relevant
• clarify your objectives - is it to motivate? ... inform? ... persuade? ... teach? - each
calls for a different approach

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• clarify what role you will be performing - coach? advocate? teach? be devil's
advocate, watch dog, or messenger?
• develop a logically compelling case for your plan - how will it help resolve a
pressing problem, advance a salient value, or help
• reach a common goal
• research our topic

In the classroom situation you may have to make a presentation about a topic about which
you are not an expert In the working world, you will likely know a lot about the topic.
Nevertheless, you will likely have to research the topic through internal trade documents,
trade journals, or special interest publications. You will also likely find computerized data
bases useful as sources of information.

5.20.2 STRUCTURE
Once you know what you want to say, you need to consolidate the materials into a
meaningful message. You can't assume that the information will speak for itself. Your
audience is capable of hearing your information in very different ways based on your
organization and presentation.

The audience needs to have these basic questions answered.

1. Why should I pay attention to you when I can think about more interesting things?
2. Now that I am listening, why should I care about this issue?
3. I agree with the significance of the topic, but how are you justifying your ideas?
4. So, now that I am convinced, what do you want from me?

The following lists some points to think about when organizing our ideas
• begin by placing your topic in context; you might want to provide an outline or a
road map
• provide the intended, expected benefits, organization of the presentation, and ground
rules -
• organize the body of the presentation logically - make it easy to follow - go from the
simple to the complex
• when appropriate, plan ways to encourage audience participation
• maintain credibility: discuss the pros and cons
• conclude on a "high note" - include an overall summary and proposed actions or
options

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• incorporate visual aids effectively - don't let mechanics of presentation interfere with
our message
• prepare for contingencies - - practice your presentation and prepare for contingencies
- rehearse
• think about what might happen and prepare - what if the overhead bulb blows out;...
what if the audience is more prepared than you expected ... what if there is an
unexpected question - - if a disruption is particularly obtrusive, you might relieve the
tension with a joke or humorous comment

5.20.3 STYLE
Effective presenters recognize that communication is both intellectual and emotional.
Organizing our ideas is part of the task. The other is to gain and maintain attention. The
following lists some basic techniques to maintain attention: -
• convey "controlled enthusiasm" for your subject - the audience will forgive a lot if
the speaker is enthusiastic -pay attention to
• posture, tone; don't lean
• your audience will mirror our attitude - radiate confidence without preaching
• don't confuse enthusiasm with loudness; try to convey a range of emotions from
concern, anticipation, excitement, dismay
• where appropriate, candidly discuss pros and cons; explain advantages first; present
risks or challenges;
Are You Distracting the Audience and Drawing Attention away from your Message?
When you want the audience to focus on what you have to say rather than on you, it is
important to think about anything that might detract from our message. This can be a
sensitive issue since some of these factors are personal or "part of who you are."
Regional accents or colloquialisms:
If you are in an audience of people who share your "accent" no one will notice. However,
if you are in a more general audience, Your accent may make the audience focus on this
rather than our message. This is not to say that you should abandon our ethnic or regional
identity and individuality; however, you need to be aware of the impact of accents on
audience. This can be done positively as the Kennedys have done; but more often these
mannerisms tend to detract negatively. You don't have to all talk alike but you need to
know how you are perceived.

5.20.4 Physical mannerisms:

Speakers who pace, pound the podium, jingle change in their pockets, or do other things
can focus attention on themselves rather than the subject; sometimes this can be done for
affect, but more often it is inadvertent and distracting.

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voice tone: Professional speakers generally emphasize the lower registers of their voices
(both men and women) and avoid dramatic variations in the pitches of their voices.
Occasionally this "rule" can be broken for affect. clothing and jewelry same as under
regional accents
Keeping your audience's interest
• provide variety and relief if possible; novelty and uniqueness will increase the
impact
• alternative moving and standing still, speaking and listening, doing and thinking; use
physical space and body movement to enhance our message
• try to add stories, anecdotes, testimonials, analogies, demonstrations
• use humor appropriately - make it in good taste
• presentations are movies not snapshots; prepare the space for movement
• try to position yourself to enhance rapport with the audience
• eye contact is our primary tool for establishing audience involvement; look at our
audience in random rotating order
• use gestures naturally; do what is natural to you: some gestures are wrong - jingling
change in a pocket, toying with notes, shifting from one foot to the other; any
repeated gesture
Once you obtain attention, you must retain it. Members of the audience drift in and out,
without giving complete attention all the time. You need to help the audience refocus
periodically. The following are some examples:
• I will give the three basic reasons why change is needed
• Transitions such as ‘now that you have analyzed the problem, you need to look at the
possible solutions’.
• Conclusions: the discussion so far leads to this final thought...
• Straightforward Conclusion: ...if you enact this program, three basic benefits will
result...

5.21 SUPPLEMENT: QUESTIONS AND CHALLENGES

USE OF QUESTIONS
• ask "friendly" questions - don't use questions to embarrass or badger; avoid known
"sore spots"
• avoid asking risky questions - that is, questions that may imply lack of knowledge or
intelligence

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• make the interchange a mutually satisfying experience; give respondents time to

think and phrase their answer; help people save face by summarizing what they have
said so far and asking if anyone else has something to add
• don't let respondent wander or attempt to take control of the presentation; a polite
"thank you, that's what I was looking for" can get you back on track
• if extensive audience discussion is desired, avoid isolated one-on-one dialogues with
specific individuals
• when challenged, be candid and firm but avoid over responding
• maintain control of the session
• be firm and assertive without being aggressive or defensive
• don't let interruptions disrupt our composure
• avoid circumstances that require an apology
• anticipate questions and prepare responses; rehearse answers to difficult questions
• if necessary, offer to obtain additional information and follow up
• use questions to strengthen our main arguments-answer questions candidly but
positively link objections to attractive features

Avoid rhetorical questions - ask interesting questions that are thought provoking but not
too difficult to answer.
Ask some open ended question with no right or wrong answers - encourage sharing
experiences, feelings, opinions. Put "you" elements into questions - make them relevant to
the audience's personal experience. Prepare key questions prior to the presentation; it is
difficult to think of good questions on our feet

Business Report Presentations

When delivering a business presentation, it is essential that you are able to present all the
aspects, including all necessary data about a business undertaking or project. Sure, you
know this and you are perfectly capable of coming up with a comprehensive presentation.
But the problem with business presentations is that they tend to be complicated and
boring. When you fail to catch your audience's attention, or you manage to but then they
later get confused, you know that nights you have lost your cause.
So how do you turn your business presentation into a success?

Research and Study

Now you can't make a report without knowing the facts. It is of utmost importance that
you do your homework beforehand. If you can, start researching weeks before our
presentation. This will give you time to understand and internalize what you need to

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know. But don't put everything in our presentation, unless you are given a whole week to
present it! Just take the most pertinent data and leave out those that you can.
But make sure that you are able to give your audience what they need to hear. Don't leave
out something important just because you have a hard time mastering it, or you're too lazy
to study the information - it's our responsibility to understand it. Otherwise, you have no
business presenting it.

Simplify and Practice

Take all the complex data and make it so that everyone understands what you are trying to
impart. Use everyday examples, and make sure you are able to explain every single detail
of our report. Practice a day or two before the presentation, and try to anticipate the
questions that will be asked. Prepare and practice delivering our answers, so that you don't
get rattled on the day of the presentation.

Be Creative
Imagine speaking nonstop in front of an audience for an hour or so with only charts and
graphs as visual aid. Do you think you will be able to keep their attention? The trick here
is to employ multimedia support. You may have heard of, or even used, Flash
programmed presentations and Power Point presentations. But do you know how to
maximize these so that you get a powerful presentation?
Don't settle for the colorful slides alone. Make your presentation interactive - use
enhanced images, video, and audio. Yes, advanced technology now allows you to
integrate everything you need into your presentation, and the possibilities are endless. You
can make your presentation in the form of documentation, music videos, or even a short
film.
But then again, you can't just slap in any picture, video, or audio anywhere you please.
You have to get proper images and audio, and you also need to organize your presentation
enhancement such that all images and audio that you are using are pertinent to your
presentation. You also have to know when and where you need to place your presentation
enhancement. If you do otherwise, you will have an awkward presentation, not a
successful one.

5.22 CHECKLIST FOR PRESENTATIONS

5.22.1 Preview the Room.

It is very helpful to look over the venue ahead of time if at all possible. If you cannot
personally inspect the room, ask for a photograph and for specific information about the
sound system. Understanding the size and configuration of the room will help you
understand how easy or difficult it will be to maintain eye contact with the entire
audience, whether you will be able to hear questions from all parts of the room, and
whether you can successfully use traditional visual aids. If part of the audience is at too

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much of an angle to read a screen, you can not rely on a visual presentation to get your
information across. Knowing the room will help you decide whether you can move around
or will be confined to a podium. That may determine whether the presentation is a more
traditional lecture or whether you can incorporate some audience participation. If people
will have to turn their chairs away from a table in order to see you, that may limit the
likelihood of their taking many notes. Understanding these things ahead of time can aid in
our planning for the most effective way to make sure that our information is heard and
remembered.

5.22.2 Limit the number of points per transparency or slide.

If you do choose to use a visual aid, do not put too much information on one slide. Use no
more than five points per slide. Three is probably better. With more than three points, the
font size becomes too small for people in the back of room to read it. The slide also looks
so "busy" that people’s minds are apt to wander rather than focus.

5.22.3 Limit the number of slides per presentation.

Although not a hard and fast rule, generally you should count on allowing three to four
minutes per slide. Therefore, for a 25 minute presentation you may need only seven or
eight slides, especially if you are leaving time for questions.

5.22.4 Use graphics when they help make our point.

Interesting graphics can help tell the story, can insert a bit of humor, or can make the
presentation easier to understand. But they need to be relevant. When you need to use
statistics, charts or graphs are easier for most people to grasp than rows of numbers.

5.22.5 Face the audience rather than the screen.

If you need to remind yourself of what is on the slides, use cards that you can hold in your
hand. This goes back to the idea of maintaining eye contact and rapport with our audience.
Also, do not read either the screen or your notes. Refer to them.

5.22.6 Inject humor (maybe).

Humor often helps keep the audience interested and makes you seem more human. But it
should be something you do naturally, something that is appropriate for the particular
audience, and relevant to your point. It also needs to be limited enough that it does not
become the focal point of the presentation. If all the audience remembers at the end of the
presentation are your funny stories, you haven’t really done your job.

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5.22.7 Consider providing written handouts.

If you are presenting information that audience members will need later, provide
handouts that contain the key points or data. Organize it to match your presentation and
then provide space for the listener to take notes or jot down questions that he or she might
want to ask later. Having to prepare handouts also has the advantage of making you really
prepare well.

5.22.8 State up-front how you want to handle questions and comments.

If you want people to wait to the end of the presentation to ask questions, say so at the
beginning. That way the listener can concentrate on what you are saying rather than
concentrating on how to break in with a question. If, however, you prefer to take questions
as you go, specify that and then stop regularly to ask for feedback.

Be prepared so you will be confident!

5.22.9 Persuading or Obtaining a Decision

As business managers, this is one of the more frequent forms of presentation that you will
use. You may be trying to persuade your employees to work together toward some goal, or
your supervisor to support your division’s budget, or maybe an outside supplier or
customer to sign a contract. In all of those situations you are making a presentation with
the goal of persuading someone to accept your point of view.

Be very clear about who actually makes the decision.

Know who can make the final decision you need. Plan your presentation for that person or
group and then plan how to reach that person.

Reverse engineer the decision.

Know the outcome that you need, then think back through the processes that need to
happen to reach that objective and design your presentation strategy to take account of
those steps. This may mean persuading various gatekeepers and potential supporters or
competitors along the way. Plan persuasive presentations for each of them that target the
decision that person can make. If the secretary is the gatekeeper you have to persuade in
order to get an appointment, know that the decision you need from him or her is an
appointment, not approval of your plan.

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Progressively move toward the decision.

When making your presentation to the final decision-maker, beware of falling into the trap
of unrelated topics. Decision-makers may set those traps deliberately or unwittingly.
Avoid them. Keep our focus on your end goal.

Ask for the decision.

If you have had sales training, you know that it is important to be specific about the
request. It is also difficult for many people at first, but it is critical. Make it easy for the
decision-maker to make the decision. Make reaching a decision a part of your presentation
planning.

Don’t be obscure – and don’t let the decision-maker remain obscure.

If the decision-maker requests more information or more time, try to get a definite
commitment regarding a final decision time. "If I get this information to you by noon
tomorrow, would you be able to make a decision by tomorrow afternoon?" Don’t leave
with things in an ambiguous state.

Know that you are working against a deadline.

If you don’t persuade the person today, you open the opportunity for someone else to
persuade him or her to take a different course tomorrow.

Finally, learn from every type of presentation.

If you only provided information when you meant to persuade, figure out what happened
and make it a learning experience. Persuade yourself that you can do it better next time,
and then do so.

5.23 TO SUM UP

1. Guideline for Answering Questions during presentations

• Anticipate Questions: think of the ten most likely questions and plan out your
answer
• Understand the Question: paraphrase it if necessary; repeat it if needed
• Plan the Answer: particularly if you anticipated the question
• Do Not Digress
• Be Honest: if you can't answer the question, say so

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• Reinterpret Loaded Questions: if attacked try to show the similarity to other

situations
• Control Interchanges: if a questioner becomes a heckler try to enlist the audience; if
a questioner digresses, try to remind the audience of the goal of the presentation
• Use the Last Question to Summarize

5.24 LESSON END ACTIVITIES

1. How will you prepare a resume with a cover letter?

2. What interview techniques would be adopted by you before, during and after the
interview?
3. Describe the features and functions of a persuasive business report presentation.
4. List out the different kinds of interviews and explain the purpose of each.
5. Elaborate on the characteristics of a good speech made to the public.

Reference Books
1. Rajendra Pal Korahill, “Essentials of Business Communication”, Sultan Chand &
sons,
2. Ramesh, MS, &C.C.Pattanshetti, “Business Communication” R.Chand& Co, New
Delhi,2003
3. Matthukutty M Monippally, “Business Communication Strategies”, Tata McGraw
Hill,New Delhi,2007
4. K.K.Sinha, “Business Communication”, Galgotia Publishing Company, New Delhi,
2005
5. Kitty O Locker & Stephen Kyo Kaczmarek, “Business Communication” Tata
McGraw Hill,New Delhi,2007

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Model Question paper - 1

Answer any five of the following questions in about five hundred words 5 * 20 = 100

1. Write in detail about the needs, functions and kinds of business letters.
2. Elucidate on the meaning and importance of business communication
3. Elaborate on trade enquiry, credit and status enquiry and their importance in
everyday business situations.
4. Write a letter offering terms of agency and prepare a reply accepting the same.
5. What are the contents of an agenda?
6. Discuss the importance of report writing listing out the sections of the report.
7. How will you prepare a resume with a cover letter?
8. List out the different kinds of interviews and explain the purpose of each.

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Model question paper - 2

5 * 20 = 100

Answer any five of the following questions in about five hundred words

1. Describe the features and functions of a persuasive business report presentation.

2. What interview techniques would you adopt before, during and after the
interview?
3. Answer the following interview questions in your own words
a. Tell me about yourself.
b. Why did you choose this career?
c. What goals do you have in your career? How do you plan to achieve these goals?
d. What is your greatest strength and weakness?
e. Who was your favorite teacher? Why?
4. Write a letter to the insurance agency making a claim and a reply on behalf of the
agency rejecting the claim.
5. How is the image of the bank related to the correspondence maintained by the
bank manager? Give examples with a sample letter.
6. Enumerate on the types of collection letters. Explain with sample letters
7. How would you accept or reject a complaint? Write a letter of adjustment
accepting a complaint
8. Describe in detail the modern methods o f of communication with special
reference to telephone etiquette and power point presentations.

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