Business Writing

UNIT 2 EXTERNAL COMMUNICATION

Structure .
2.0 Objectives .
2.1 Warm Up
2.2 Language Focus
2.3 Reading - I: Different Types of Informative and Persuasive Letters
2.4 Vocabulary: Multiple Meaning of Words
2.5 Writing-I: Sequencing
2.6 Grammar
A. Noun Clause
B. The Present Perfect Tense
C. The Present Perfect Continuous Tense
2.7 Reading-II: Email Guidelines
2.8 Writing-II: Writing an Email
2.9 Let Us Sum Up
2.10 Answers

2.0 OBJECTIVES
In this Unit you will learn about:
• What is external business correspondence?
• The mechanics of drafting external business correspondence
• Types and functions of external business correspondence
• More types of external business correspondence
o Informative and Persuasive Letters
− Routine letters
− Sales letters
o Letters for Special Purposes
o Problem Letters
• How to write
o Routine Letters
− Letter of inquiry
− Letter seeking information
− Letter of request
− Letter of quotation
o Sales Letters
− Prospecting letter
− Cover letter with offers etc.
− Follow up letter(s)
− Sales appreciation letter
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 o Letters for special purposes External
Communication
− Agency letters
− Personnel letters relating to employment
− Status enquiries
− Seeking finance
o Problem letters
− Complaints and follow ups
− Concessions
− Collection Letters on account of overdue/pending payment
• Emails
o Some guidelines for writing them
• How to write these letters

2.1 WARM UP
There are two letters written by the same person for different purposes. Do they have
the same tone, format and content? What is similar / different about them?

Letter 1

Apt # 505
Himalaya Apts,
Sector-9, Dwarka
N. Delhi – 75. Date: 23rd February 20xx
Dear Jatin,

How are you? I hope you are fine. Guess what happened the other day?! I met the
film actress Priyanka at a birthday party of a mutual friend. I was so excited to meet
her, more so because it was unexpected. The food was good and the music great, but
all the guests were taken up with Priyanka. She looked pretty and as attractive as she
does on the screen. All the boys (including me of course) were crowding around her
and trying to shake her hand or talk to her. I was very impressed by the fact that she
was friendly and did not mind people jostling around asking for her attention. After
signing countless autographs, she danced to the songs from her films which were
played repeatedly as a sort of tribute to her.

How are your parents and others at home? Are you still working for Satyam? When
are coming to Delhi? Do make it soon so that we can meet. Convey my regards to
your parents.

With love
Samar

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Business Writing Letter 2

To
The Marketing Manager
The Entertainers
Jhandewalan
Delhi
Date: 22nd February 20xx

Sir,

I had recently bought an HD LCD TV from your showroom. However, after using it
for less than even a month, I find that the high definition picture quality is simply not
there. At times there is distortion of picture too. I find it extremely disturbing that our
new and expensive TV is malfunctioning. As the set is within a two-year warranty
period, I request you to send someone immediately to repair/replace the TV.

Yours Sincerely
Samar Singh
(Apt # 505, Himalaya Apts,
Sector-9, Dwarka, N. Delhi – 75)

Both letters are examples of external correspondence but the second letter is formal in
tone and the content is in the nature of a complaint in a business context. The first
letter is informal, casual and non-business in content and context.

Differences between Formal and Informal Letters

Formal letter Informal letter

It is written to make a specific point to It can address different topics and is
a person/organization known or written to people you know.
unknown to us.
Its primary aim is to convey Generally it deals with private
information. thoughts, feelings and topics of interest
to the person to whom the letter is
addressed.
It contains certain linguistic features It contains expressions which
which are formal in nature. characterize conversation –
exclamatory expressions (Guess what
happened the other day?!), questions
(How are your parents and others at
home?), contracted forms (It’ll take
some time), etc.
It is generally brief, clear, precise and It may talk about different subjects and
complete. It is well-organized and even ramble a bit. Its organization and
points are arranged in a logical logical continuity is more loosely
sequence. structured.

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 External
Activity 1 Communication
Can you add some more differences?
...………………………………………………………....…………………………
...………………………………………………………....…………………………
...………………………………………………………....…………………………
...………………………………………………………....…………………………
...………………………………………………………....…………………………
...………………………………………………………....…………………………
...………………………………………………………....…………………………

2.2 LANGUAGE FOCUS

We use language - both spoken and written - for specific purposes. The words and
phrases used to convey one purpose would have to be changed to fulfill another
purpose. Chunks of language that serve a specific purpose can be referred to as
structures. These are often formulaic expressions that fulfill language functions. They
also provide different levels of formality to create a variety of moods. For example,
“I’m afraid this is really not possible” is a polite way of refusing something. A
number of ways of conveying the same intent is possible in situations of differing
degrees of formality.

No way (most informal)

Not possible
Absolutely not
This is simply impossible / not possible
It seems difficult for this to happen
I’m afraid this is really not possible
I’m sorry it may not be possible …
I regret to inform you that this may not be possible (most formal)

Instead of writing in a stilted, official language, use a more personal, down-to-earth

style. It is true that there are certain conventions that we have to follow in business
correspondence. But the tendency to use outdated phraseology makes our language
stylized and pompous. See the following letter:

Dear Mr. Sareen,

Thank you for your gracious letter of the 7th instant. In response to your query, I wish
to state that we no longer sell the equipment you enquired about. Be advised that
Sanburn & Co. could be of some help to you. You may address further
correspondence to that firm for assistance in the matter.

Thank you,

Yours sincerely,

Hiten Saxena
Store Manager
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Business Writing
Surely there are some words and phrases you would like to omit? We could replace
words/phrases like ‘gracious’, ‘of the 7th instant’, ‘I wish to state’, and ‘Be advised’
with less archaic and more contemporary forms. Now read the re-written letter given
below. Does it sound better?

Dear Mr. Sareen,

Thank you for your letter of 7th Oct 20xx.

We no longer sell the equipment you enquired about. However, we are aware that
Sanburn & Co. deals with such items. The company executives may be able to help
you. You may like to write to them for assistance.

Sincerely yours,

Hiten Saxena
Store Manager

Activity 2
Apart from being polite and clear, you should be concise too. Here are some more
examples of words/phrases you must avoid in your writing. Can you replace them
with concise forms? See the answers given at the end of the unit to check your
responses.
1) In due course
2) Please find attached the file you requested
3) It was realized by Mr. Sareen that we must cut down costs
4) There are some rules that must be observed
5) I beg to state that
6) After a dialogue with you
7) Causative factors
8) The issue of utmost importance is collaboration
9) Answer in the affirmative
10) In accordance/compliance with your request
11) Pursuant to our conversation
12) I enclose herewith the papers
13) Notwithstanding the fact that
14) In the majority of circumstances

After reading on external correspondence you must have realized the importance of
using language correctly and clearly in order to communicate effectively through
writing. Barbara Tuchman (noted historian) rightly remarks that it takes two persons
to fulfill the function and purpose of the written word. However, “this function can be
largely met only when the writer keeps the written form simple, concise and brief”.

Activity 3
To write effectively, you need certain skills that will enable you to write simply,
clearly, correctly and briefly. Read the following paragraph.
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 External
Communication
When the mall owners were contacted on December 23rd, the assistant manager
informed the senior chief engineer that they were thinking over advertising block 1
for sale. But he also expressed his inability to take a firm decision by requesting this
company to confirm their intention of buying the block within a month when their
president will come back from a business trip, which will be January 22nd 20xx.

The two things you would have understood after reading the above paragraph is that
the mall owners were contacted on December 23rd and the president is returning on
January 22nd. The important information about the sale of the block of shops is
muddled up by the use of excessive words.

How will you rewrite this paragraph to make sense? Check your writing with the
answer given at the end of this unit.
….…………..………………………………………………………………………
….…………..………………………………………………………………………

The Mechanics of Writing a Letter

A business letter should be neat, attractive and create a positive impression in the
mind of the receiver/reader. While there should be accuracy in both facts and
presentation, attention should be paid to the following points:
The letter should give the date i.e. tell when the letter was sent.
It should have the name and designation of the recipient. Ensure that the name is
spelled right as nothing turns off a reader more surely than her/his name being
misspelled. Do not address a lady as Mr. or as Mrs. if she is unmarried.
The recipient’s address should be given correctly.
The letter should also give the address of the sender i.e. from where it is being
sent.
It should have the name and designation of the sender.

It is a good idea to plan your letter before writing it. There are some steps involved
in it:

Ask yourself: What is the purpose of this letter?

Assemble all relevant information and documents

Decide upon the key points you wish to convey

Analyze your audience and write your messages according to the reader’s age,
status, characteristics and attitudes especially when he or she belongs to a culture
other than your own.

Draft the document stating your purpose.

Format the document with care. Use a conventional format and appropriate
courtesy titles and proper salutations at the beginning and end of the letter.

Revise your message with care and then type your final draft. Read it again
before sending it. Check for grammar mistakes.

Forms of Salutations, the Beginnings and the Endings

A business letter usually begins with ‘Dear Sir/Madam’ or even a simple
‘Sir/Madam’ is enough. If you know the name of the person you are writing to,
address her/ him by their surname, e.g. ‘Dear Dr. Sinha’. Then begin the letter by
saying why you are writing, e.g. “I am writing to ask………., or ‘I am writing to
31
Business Writing confirm ……………..’ etc. When you write a letter seeking a favor, or information,
you close it by saying “Thank you, Yours Sincerely” or “Sincerely yours”. If you
wish to get an answer to your letter, you may close by writing “I look forward to
hearing from you” or “An early reply would be greatly appreciated”.

Activity 4
Given below is a list of verbs and verb phrases. Choose a suitable verb to complete
the sentences below. Begin your sentence with “I am writing to ………………” or “I
would like to ……….”

ask inquire about confirm apologize for

invite inform complain about
thank request allow for

i) … the poor quality of the cloth used ….

…………………………………………………………..………………….
ii) … the rude behavior of my clerk…
……………………………………………………………………………...
iii) … you for the excellent arrangements …
……………………………………………………………………………...
iv) … the post you advertised…
……………………………………………………………………………..
v) … the dates which we agreed on …
……………………………………………………………………………..

2.3 READING-I: DIFFERENT TYPES OF

INFORMATIVE AND PERSUASIVE LETTERS
Read the text below and then answer the questions that follow:
There are various kinds of business letters which may be classified according to the
nature of the situation for which the letter is written. They can be broadly classified as
Informative and Persuasive Letters (Routine and Sales Letters), Letters for special
purposes and Problem letters. Given below is a list of different types of such letters.

Informative and Persuasive Letters

• Routine Letters
 Enquiries, seeking information and requests
 Quotations
 Orders and acceptance
 Payment
• Sales Letters
 Prospective or Promotional letters
 Cover letters with offers, fliers, catalogues etc.
 Proposal letters
 Follow up letters
 Sales appreciation letters
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• Letters for Special Purposes External
Communication
 Agency Letters relating to banks, insurance agents/company, government and
regulatory agencies, etc.
 Personnel letters relating to employment
 Circulars
 Status enquiries
 Seeking finance
• Problem Letters
 Complaints and follow ups
 Concessions
 Collection Letters on account of overdue/pending payment

Examples of Different Types of Informative / Persuasive Letters

Letter of Enquiry
These are generally addressed by prospective buyers to possible suppliers of goods to
seek information regarding availability of goods and the terms and conditions of
supply and delivery. Such a letter may include a description and specifications of
goods required.

[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Subject: Catalogue of dresses for your consideration

Dear [Ms./Mr. last name]

We saw your advertisement in the last issue of the monthly magazine Garments
Today. We require Indian and Western style dresses for women of all age groups for
our store in Connaught Place, New Delhi. We would like to have a look at some
sample dresses and their prices before we can place an order with you. Please let us
know when we can see them.

Sincerely,
[Your name]
[Your address, if not using your letterhead]

Letter Seeking Information (for a business plan)

[Date]
Your address if not
using letterhead
[City, State PIN code]
[To - Name]
[Company]
[Address]
[City, State PIN code]
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Business Writing
Subject: Seeking help for a business plan

Dear [Ms. /Mr. last name]

I have been a regular customer of your business and have always admired the way
you operate and handle it.

At present I’m trying to set up a new venture of my own for a service business which
is quite different from yours. But there are some similarities in the way customers are
handled. Would you mind if I called you to ask some questions regarding your
philosophy about customer service?

I have enclosed a self-addressed, stamped postcard with some questions so that you
can reply by simply ticking off in the appropriate places. Then I will call at whatever
time is convenient to you. Thank you for your time.

Sincerely,
[Your name]
[Your address, if not using your letterhead]

Letter of Request

Such letters may include requests for goods and services or for information of various
sorts (examples given above).

Activity 5
Read the following letter of request and fill in the gaps with appropriate words in
their correct form.
[Date]
Your address if not
using letterhead
[City, State PIN code]
[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name if you know it or Madam/Sir]

We are ……………. (arrange) a college trip to Kashmir and we are particularly

interested in ………….. (visit) Gulmarg. We ……….. (could/would/should – choose
correct option) like some information about your tours to the Kashmir valley.

It would be greatly ……….. (appreciate) if you could ……… (sent) details about bus
fares, their timings and whether they ………. (be) comfortable and air-conditioned or
not. We would also like to know if you …………………… (provide) concession
fares for student groups in the past. This information ……… (be) important to us
because we …………… (be) a large group of 50 students.

Kindly let us know the required information at the earliest.

Thank you for your time.

Yours Sincerely,
[Your name]

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Letter of Quotation External
Communication
When an enquiry is received about goods from a prospective buyer, a letter of
quotation has to be sent in reply. Business quotations should give complete
information about the nature and quality of goods asked for, time and mode of
delivery, prices, any additional charges for packing and shipping or other services,
and terms of payment. The letter given below is written in response to a letter of
enquiry (see above).

[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name]

Thank you for showing interest in the dresses made by our team of designers. We
have enclosed a copy of the catalogue of our dresses so that you can have an idea of
the kind of dresses we make and their prices.

You will see that our designs are contemporary as well as ethnic. Our prices too are
unbeatable and very reasonable. I would also like to mention that we have been
working in this field for at about 7 years now and supply dresses to most of the well-
known and exclusive garment showrooms across North India.

I am also enclosing an order form and a document detailing our terms and conditions
of payment, discounts on bulk orders and mode of delivery for your attention and
information. We also provide a replacement guarantee on our products in case of any
problems/defects.

Looking forward to hearing from you soon.

Sincerely yours,

[Your name]
[Your address, if not using your letterhead]

Enclosures: i) Catalogue
ii) Order form
iii) Document of details regarding payment etc.

Sales Letters
The main aim of this kind of communication is publicity and advertisement of a
company’s products and/or services offered in anticipation of growth in sales and
customer base. The different types of sales letters are:

 Prospecting letters – This is sent to prospective or potential customers for your

products or services.
 Cover letters – They accompany catalogues, fliers, information sheets and offers
by companies.
 Proposal letters – These are written to take on new products, services etc.

35
Business Writing  Follow up letters – They help to outline in writing what you and the recipient
have discussed in a meeting or phone call and what you two have decided. They
can also work as reminders to customers who may have discontinued patronizing
your products or may be in the form of replies to queries by customers.
 Sales appreciation letters – Such appreciation letters acknowledging a
customer’s patronage build both good will and business.
Some important factors to consider while writing sales correspondence:
 While composing a sales letter, you should be able to catch the attention of your
reader with an effective opening and generate an interest in her/his mind to know
more.
 Identify your potential customers’ need. Sales letters should not only be about
what you have to sell; they should address the customer’s need and how you can
satisfy this need.
 A sales letter should make the act of purchasing easy. It should clearly state what
the customer is expected to do in case s/he wishes to buy a product. The action to
be taken should be within easy reach and possibility of the customer.
 You should also indicate reader benefit, that is, how the action performed will
benefit the receiver of the letter
 Be polite and conversational in your sales letters. Don’t try to be comic or
flippant as most people regard parting with their money as serious business.
 Check and revise your letter for accuracy.
Prospecting Letter
Activity 6
In the prospecting letter that follows the prepositions are missing. Fill in appropriate
ones.
[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name]

I enjoyed meeting you ….…(i) the conference ……(ii) Digital Photography held
…(iii).. [date]. Thanks a lot ……(iv) the tips ……(v) taking better images….
……(vi) digital cameras. In fact, I went ahead and invested .……(vii) the latest
digital camera which is a very handy, convenient and user friendly piece…. …(viii)
equipment. I have been shooting short videos too which is another great feature
…..…(ix) this camera.

I remember you mentioning that you have a photography store ……(x) central Delhi.
I would like you ..…(xi) know that I am ……(xii) the business of selling
photographic paper. I have enclosed a flier ……(xiii) my company’s [company
name] products. I hope you will consider buying paper ….…(xiv) us and
recommending us …..…(xv) your contacts. We take great pride .…(xvi) offering
high-quality products. Thank you and good luck…. …(xvii) your new store
….…(xviii) south Delhi.

Yours Sincerely,
[Your name]
[Your address if not using letterhead]

36
Activity 7 External
Communication
Special Offer Letter
In the following letter, the sentences are grammatically incorrect. Rewrite the letter
with grammatically correct sentences.

[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name if you know it or Madam/Sir]

This news coffee lovers! Just think - you never have wait to go out buy coffee your
supply over. Try new mail order coffee service you wonder you managed without it.
We sure you find our service convenient easy that we offering free coffee maker with
initial order/subscription.

Our service care your preferences. You can increase or decrease order any time by
simply visiting web site [give URL] adjusting/altering subscription. We enclosing
catalogue showing different flavours coffee caffeinated and decaffeinated varieties.
We ensure you pure coffee only as all coffee organically grown.

Act fast add new coffeemaker to home. The free product limited time till stocks last.
We look forward you joining our [company name] family discerning coffee lovers.

Sincerely,
[Your name]
[Your address if not using company letterhead]

Follow Up Letter 1

[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name]

We have noticed that you have not been buying our products recently and we are
wondering if there is a problem. If you have any complaints regarding our products or
services please don’t hesitate to call us and let us know the reason for your
dissatisfaction. I am sure we can solve your problem.

I am enclosing a discount coupon valid for your next order as an incentive to continue
buying our products and services. As an added incentive, we will extent this discount
to a year’s purchases if you place a standing order for the whole year.

We look forward to having you back as our valued customer.

Sincerely,
[Your name]
[Your address if not using company letterhead]

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Business Writing Activity 8
Follow Up Letter 2
Complete the letter given below.

[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name]

It has been a month since we installed your new dishwasher

…………..……………………….………………………...………….………………
………………………………………………………………………….……………..
Please help us to serve you better by filling in the enclosed customer feedback form.
…………………………………..……………………………………….…………
………………………………………………………………………………….…..

Thanks for buying our product. ……………………………………………….……

………………...…………………………………………………………………....
Sincerely,

[Your name]

 Check Your Progress 1

Now that you have seen how business letters are written for different purposes,
answer the following questions:
1) What are the different kinds of business letter?
.....……………………………………………………………………..……
.....……………………………………………………………………..……
.....……………………………………………………………………..……
2) What factors should be kept in mind while making an enquiry?
.....……………………………………………………………………..……
.....……………………………………………………………………..……
.....……………………………………………………………………..……
3) What are the details that need to be included in a letter of quotation?
.....……………………………………………………………………..……
.....……………………………………………………………………..……
.....……………………………………………………………………..……
4) What are the different kinds of sales letter?
.....……………………………………………………………………..……
.....……………………………………………………………………..……
.....……………………………………………………………………..……
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5) Prepare a checklist of writing effective sales letters. Collect 2-3 samples of sales External
Communication
correspondence and see if they are effective. If not, what changes would you like
to make in them?
.....……………………………………………………………..……………..……
.....………………………………………………………………….………..……
.....……………………………………………………………………….…..……
.....…………………………………………………………………………………
2.3.1 Read the following text, attempt the activities and then answer the questions
under check your progress:

We have already learnt about routine and sales letters. Now, you will read about
Letters for Special Purposes and Problem letters.
1) Letters for Special Purposes are:
i) Agency Letters relating to banks, insurance agents/company, government
and regulatory agencies, appointing business agents, etc.
ii) Personnel letters relating to employment
iii) Status enquiries
iv) Seeking finance
2) Problem Letters are:
a) Complaints and follow ups
b) Concessions
c) Collection Letters on account of overdue/pending payment

2.3.2 Special Purpose Letters

i) Agency Letters
• Correspondence with Banks
A company needs to be in constant touch with its bank for various commercial
transactions like opening a current account, stopping payment of cheque, request
for an overdraft, loan, bank guarantee etc.
[Date]

[To – Name of branch manager]

[Name of bank]
[Address]
[City, State PIN code]

Subject: To open a current account

Dear [Ms./Mr. last name]

We are in the business of manufacturing garments and we have recently opened a

new showroom of our products in this area. We have a turnover of Rs 2 crores
annually. For our financial transactions we need a current account and would like to
open one in your bank. Kindly let us know about the formalities that have to be
fulfilled in this respect. We look forward to an early response.

Sincerely,
[Your name]
[Your designation]
[Your address, if not using your letterhead]
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Business Writing • Request for Agency

Business firms which do not find it suitable to open branches usually establish agency
relationships with other business firms in different towns and cities. This helps to
expand business and save the cost of operating and maintaining branches.

There is a particular process of establishing an agency. A business concern may

advertise or apply to a manufacturer or supplier for an agency explaining its financial
resources, business connections, area and scope of operations, guarantee of business,
rate of commission, requirement of sole agency or otherwise and lastly business
references. When such relevant information is provided, the objective is to achieve a
positive response from the interested party.

The manufacturer or supplier makes enquiries regarding the financial position and
business dealings of the applicant from the referees. When the interested party is
convinced of the applicant’s credentials, a draft agreement or form is sent for
completion and signatures.

[Date]

To
[Company name]
[Address]
[City, State PIN code]

Subject: Request for Agency

Dear Madam/Sir

In response to your advertisement for appointing agents for your products in Dwarka,
New Delhi, we would like to offer our services.

Our firm has been in the business of selling children’s clothes for more than 10 years.
We are interested in selling your products and we are confident that we will be able to
boost the sales of your products in this area.

We charge 5% commission on gross sales and guarantee all payments within a period
of 90 days from the date of receipt of consignment. Our bankers are United Bank of
India, Sector 4, Dwarka. You can refer to M/s Fancy Clothing, Sector 6, Dwarka, for
seeking information about our financial integrity.

We shall do our best to promote your business in the Dwarka area and look forward
to a fruitful relationship.
Sincerely,

[Your name]

[Your company address, if not using your letterhead]

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Activity 9 External
Communication

Read the letter of appointment of agent and fill in the gaps with appropriate words.

[Date]
Your address if not
using letterhead
[City, State PIN code]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name if you know it or Madam/Sir]

Sub: ……………………………..

We are ………… to inform you that we would like to …………….. you as our sole
agent for the Dwarka area in New Delhi. Your name has been ……… recommended
and we hope we …………. also establish good business relations in the future.

To ………….. with, we quote below ……. prices of different kinds of dresses

………… have been recently …………….. out by us.

1) Dress with thread embroidery medium size @ Rs 2000/- per piece.

2) Dress with thread embroidery large size @ Rs 2500/- per piece.
3) Dress with thread embroidery small size @ Rs 1500/- per piece.

You will be ……………. 5% commission on sales as per our agreement. Please

……….. the enclosed Form of Agency and …………… it by return post.

We are also sending …… separate post our latest catalogue ………. price list of our
products. Kindly ……………… receipt of our products.

Yours ………………….,
[Your name]

ii) Personnel Letters

Activity 10
Such letters relate to conditions of employment. Given below is a letter of application
for the post of sales manager in a commercial organization. The beginning and the
end of the letter are missing. Complete the letter by filling in gaps.

[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

41
Business Writing Dear [Ms./Mr. last name]
………………….…………..………………………………………………………
………………….…………..………………………………………………………
………………….…………..………………………………………………………
………………….…………..………………………………………………………

I am 34 years old and have at least 10 years of sales experience in a reputed firm
[give company name]. I have also headed a team of 8 sales executives and have been
involved in devising innovative sales strategies, from the planning to the execution
stage.
………………….…………..………………………………………………………
………………….…………..………………………………………………………
………………….…………..………………………………………………………

Looking forward to hearing from you soon.

Sincerely yours,

[Your name]
[Your address]

Activity 11
Look at the incomplete response to the above application. Fill it in with the correct
form of the verb given in brackets.

[Date]

[Name]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name if you know it or Madam/Sir]

We …………………….. (receive) your resume and application for the post of Sales
Manager which we……………………..(has) advertised in the [newspaper title].
Your qualifications ………….(be) excellent and we ………………… (add) you to
the group of applicants we …………… (like) to bring in for the interview.

This position ……. (be) an important one and a key to the growth of our company.
That is why we ………….. (be) extremely careful in our selection process. We
………(be) in touch with you within the next 2 weeks to set up a phone interview.
After that we will bring in semi-finalists for an in-person interview.
We appreciate your patience and your interest in ………………. (work) with us. We
look forward to ……………….. (talk) to you soon.

Sincerely,
[Your name]

42
iii) Status Enquiry Letter External
Communication
Enquiries about the credibility, financial standing and dealings of business firms,
customers and clients are often made. For this purpose confidential letters are sent to
known referees or to other business houses and institutions which may have dealings
with the firms. It is expected that all these letters as well as replies to the same are
written in good faith and in strict confidence. A straightforward opinion which does
not reflect any bias or exaggeration should be given when such enquiries are made.

[Date]

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name]

Thank you very much for your order dated February 5th 20xx, for 100 dresses on
credit for 2 months. As you are dealing with us for the first time, we shall be grateful
if you could furnish to us either a bank guarantee or a Delhi reference known to us.
This is standard and usual practice. Meanwhile, we shall give our attention to your
order.

Sincerely yours,

[Your name]

[Your company address]

iv) Letters Seeking Finance

These letters are written to banks or other financial institutions asking them to extend
loan facility to business concerns.

2) Problem Letters

a) Complaint Letter

Given below is a letter of complaint to the Railways.

[Date] [Your address]

The Superintendent
Railway Parcel Section
New Delhi Station.
New Delhi

Dear Madam/Sir
This is to inform you that on January 15th 20xx, we had sent a consignment of our
products to Mr. Salve of Mumbai vide railway receipt no.[give number and date]
from New Delhi station. The railway receipt was sent to our customer.

43
Business Writing However, we have received a complaint from Mr. Salve that the parcel has not yet
reached him. Please look into the matter and let us know what happened to the parcel.
Sincerely yours,

[Your name]

b) Letters Asking for Concessions

These letters are usually written by business organizations to financial institutions
requesting for concessions in the terms and conditions of loan repayment.

c) Collection Letters
They are sent by business firms to defaulting customers. They are also known as
‘dunning letters’. The tone of such a letter should be courteous and polite. The usual
practice is to write these letters in 3 stages, first in the form of a mild reminder, the
second as a persuasive letter and the third is the last resort stage. The first mild
reminder is the ‘will pay’ stage where the company is confident of receiving
payment. The second ‘persuasive letter’ is the ‘should pay’ stage. The business house
has to persuade and appeal to the erring customer. When all reminders and persuasive
letters fail to elicit the desired response from the customer, the ‘last resort’ letter is
sent. This letter is short and to the point. It gives the customer one last chance to pay.

Activity 12

Complete the body of the letter.

[Date]
[To - Name]
[Company]
[Address]
[City, State PIN code]
Dear [Ms./Mr. last name]

We regret to point out that we have written to you repeatedly, on 10th and 25th
December, 20xx and again on 21st January 20xx, calling your attention to our
unsettled account of Rs 22,250/- against supply of dresses as per your order.
………………………………………………………………………………..……
………………………………………………………………………………..……
………………………………………………………………………………..……
………………………………………………………………………………..……
………………………………………………………………………………..……
………………………………………………………………………………..……
………………………………………………………………………………..……

We trust you will make this action unnecessary by settling our account immediately.

Sincerely yours,

[Your name]
[Your company’s address]

44
 External
 Check Your Progress 2 Communication
Now that you have seen how business letters are written for different purposes,
answer the following questions:

1) What are the principles of effective communication?

….……………………..……………………………………………………
….…………………………………………..………………………………
….………………………………………………..…………………………
2) What are the points to be considered in drafting a business letter?
….……………………..……………………………………………………
….…………………………………………..………………………………
….………………………………………………..…………………………
3) Why do business firms appoint agencies instead of opening branches?
….……………………..……………………………………………………
….…………………………………………..………………………………
….………………………………………………..…………………………
4) Define collection letters.
….……………………..……………………………………………………
….…………………………………………..………………………………
….………………………………………………..…………………………
5) Describe the stages of sending collection letters.
….……………………..……………………………………………………
….…………………………………………..………………………………
….………………………………………………..…………………………

Activity 13
1) Write a letter to Punjab National Bank seeking finance for your new venture.
……………………………………………………………………………...
……………………………………………………………………………..
……………………………………………………………………………..
……………………………………………………………………………..
……………………………………………………………………………..
2) Write a letter of complaint against a TV company which has delivered a defective
TV.
………………………………….…………………………………………..
…………………………………….………………………………………..
……………………………………….……………………………………..
………………………………………….…………………………………..
…….………………………………………………………………………..
……….……………………………………………………………………..
………….…………………………………………………………………..
…………….………………………………………………………………..

45
Business Writing
2.4 VOCABULARY: MULTIPLE MEANING OF
WORDS
Activity 14
Some words can be used as a noun, verb, adjective or adverb. For example, the word
‘sound’ can be used as a noun (‘The ugly sound of honking cars is a regular feature of
life in Delhi’), as a verb (‘As soon as the siren sounded, the people left their work
stations to go home’), as an adjective (‘She gave me sound advice’) or as an adverb
(‘She slept soundly’).

Fill in the sentences below with the appropriate words given in the box. Remember to
make the necessary changes in the word.

frequent storm sparkle question

1) a) Some business letters are in the form of a questionnaire in which you have to
answer a set of ………………………..

b) When the Manager ………………………. his subordinates about the missing

file, they answered quite fearlessly.

c) His …………… spirit has not dimmed with advancing years.

d) He looked at me …………….………………..

2) a) The …………………. weather kept people at home.

b) The MD …………..……….. out of the meeting after meeting stiff opposition

to his proposal.

c) The strike was like a …………..……….. in a teacup because it ended within

a few hours of its beginning.

3) a) The dewdrops glinted and …………. in the morning sunshine.

b) The ………..……….. waters of the spring gushed out from the side of the
mountain.

c) A ……………..… of mischief lit up the face of the child.

4) a) He is a …………….……. visitor to Delhi.

b) The Manager noticed that employees …..………. the cafeteria and concluded
that they were either fond of eating or of shirking work.

c) After his retirement, the management spoke of him ……… ………. and with
great affection.

d) The ………………… of swine flu is increasing in an alarming manner.

46
 External
2.5 WRITING - I: SEQUENCING Communication

Activity 15
Given below are sentences taken from an application for the post of a sales officer.
Rearrange the sentences in the correct order and organize them into separate
paragraphs.

i) My present job requires me to not only to sell goods but also to keep an account
of the sales and do some typing too.
ii) I am 26 years old and hold an MBA degree.
iii) I am interested in applying for the post of a sales officer which was advertised
in The Hindustan Times on 30th of July 20xx.
iv) I enclose my CV and will be happy to give you further information if required.
v) You can contact me at my home phone or on my mobile during business hours.
vi) The reason for wanting to leave this job is that I find the office routine too
monotonous.
vii) I have been working in a department store for the last three years where I have
been the sole in charge.
viii) Since the job advertised involves traveling and meeting people, it would suit
my abilities and temperament.
………………………………………..…………………………………….
………………………………………..…………………………………….
………………………………………..…………………………………….
………………………………………..…………………………………….
………………………………………..…………………………………….

2.6 GRAMMAR
In this section we study Noun clause, the present perfect and present continuous
tense.
A) Noun Clause
Read the sentences below from the text:
1) Barbara Tuchman rightly remarks that it take two persons to fulfill the function
and purpose of the written word.

2) He was informed by the assistant manager that the company was thinking of
selling Block 1 of the shops.

The clauses underlined above are noun clauses because they do the work of
nouns.

i) As subject to the verb as in the sentence, examples:

How the leopard enter the factory was a mystery.
Whatever happens, it is His will.

47
Business Writing ii) As object to the verb as in the sentence, examples:
We are confident that we will be able to boost the sales of your products in this
area.
The young girl knew who the thief was.
She also knew where he lived.

iii) A noun clause is object to a preposition, example:

The executive did not pay attention to what the customer was saying.

How do you identify a noun clause in a sentence?

Ask the question “what” about the verb of the sentence and the group of words that
give you the answer, will be the noun clause. Example
Research has proven that the sooner a complaint is resolved with the customer the
greater the satisfaction…
Here you may ask “What has the research proven?” and the answer to this, “that the
sooner a complaint…” is the noun clause.
The following words called subordinating conjunctions introduce noun clauses.

that Who When however what whoever

whenever Where whatever why how wherever

whether

 Check Your Progress 3

1) Complete the following sentences by adding noun clauses as objects. Use the
clues given in brackets and the appropriate subordinating conjunction.
i) I don’t know ………………………….. (get/money back).
ii) Can anyone tell me …………………….(the matter/with him)?
iii) Please confirm …………………… (you can come/on Sunday).
iv) It is a good thing ……………… (he/working hard).
v) The airhostess asked me ………………………(want/coffee, tea or juice).
vi) I don’t understand ……………………………………………... (she
couldn’t/come/event).
vii) Preeti hasn’t decided …………………………. (go/Mumbai).
viii) Jitendra didn’t say ………………………..……….. (he/stay in Delhi).

2) Complete the sentences with appropriate noun clauses. We have done one for
you.
i) My boss said, “You ought to work harder.”
My boss told me that I ought to work harder.
My boss suggested that I ought to work harder.

ii) The Managing Director said, “Riya, why don’t you go for a leadership
training course?”
The Managing Director suggested ………………………………..
……………………………………………………………………..
48
 The Managing Director hoped …………………………………… External
Communication
……………………………………………………………………..
The Managing Director wanted …………………………………..
……………………………………………………………………..

iii) The Office Manager told the staff, “please come to office on time.”
The Office Manager advised ……………………………………...
The Office Manager hoped ……………………………………….
The Office Manager wanted ………………………………………
The Office Manager suggested …………………………………...

iv) Aliya said, “I wish I didn’t have to work so hard.”

Aliya wished ………………………………………………………
Aliya hoped ……………………………………………………….
Aliya wanted ……………………………………………………...

v) The Manager said, “It is hard work that pays in the end, not flattering the
boss.”
The Manager advised ……………………………………………..
The Manager commented ………………………………………..
The Manager suggested …………………………………………..

B) The Present Perfect Tense

Read the sentences given below. They are from the unit.
1) I had recently bought an LCD TV from your showroom.
2) We have already read about the different kinds of non-interactive, internal …
3) I have been a regular customer of your business and have always admired
the way you operate and handle it.
The words in bold are in the Present Perfect Tense.
Has/have + past participle of the verb

Function
• The Present Perfect Tense is used to talk about the present result of past
actions. It is also used to talk about recent events.
1) I have given your report to the Director. (S/He has it now.)
2) I have sent them the samples they wanted.
(I have sent them, they are in the post now.)

• The Present Perfect Tense is used for a finished action at an unknown or

unstated time, often with ever, never, just, already, yet, since and for.
1) Sunil has never been to England.
2) I’ve just finished reading the report.
3) My office has been here since 1950.
4) Have you spoken to Sushant yet?
49
Business Writing C) The Present Perfect Continuous Tense
Read the sentences given below:
1) We would like to know if you have been providing concession fares for
student groups in the past.
2) I have been working through the day.
Function:
The Present Perfect Continuous Tense is used with for, since and how long? and
other expressions of duration (e.g. all day) to talk about activities that started
happening in the past and are still happening now. The activity may have been going
on continuously or repeated several times.
1) They have been manufacturing scooters here for 10 years.
2) I have been trying to call him all day.

 Check Your Progress 3

1) Complete the following sentences by putting the verbs into the Present Perfect.
i) I’m going to send them a reminder. They ……………… (not pay) us for
the last shipment.
ii) I ………………………. (work) enough. I want to retire now.
iii) I arrived late to the airport, I …………………….(miss) my flight.
iv) We ………………..…….. (spend) a lot of money on modernizing the
factory, and it is now very well equipped.
v) Sumit, …………………………(you/meet) Kiran Nadar? She’s is our
Managing Director.
vi) The dollar…………………….. (fall) sharply.

2) You are in charge of a project. Write a short paragraph saying what you have
already done and what you haven’t done yet. We give you an example:
We have already completed the needs analysis…
We have not started collecting the data as yet.
……...………………………………………………………………………
……...………………………………………………………………………
……...………………………………………………………………………
……...………………………………………………………………………
……...………………………………………………………………………
3) Put the verbs in brackets into the Present Perfect Simple or the Present Perfect
Continuous.
i) I ……………….………(write) a report for Mr. Kanduri. (it is finished)
ii) I …………………….. (not/take) a holiday for two years.
iii) I …………………. (not/feel) well recently.
iv) We …………………..(visit) potential sites for the new office, but we haven’t
found anything suitable yet.
v) Since January, our turnover ……………………. …..(increase) by 40%.

50
 vi) The legal cell …………………….. (look) through the MOU, but they say External
Communication
they need another day to read it all.
vii) I deserve a pay hike because I ………………………… (met) all my targets
this year.
viii) I ……………………….. (work) on those figures. They are almost ready.

2.7 READING - II: EMAIL GUIDELINES

Email or “electronic mail” is a process of sending text messages in electronic form.
The messages can also include images and video clips. Email has the characteristics
of both writing and speaking. It is presumed to not be subject to the same standards as
other written correspondence. As it is a fast and convenient way of communicating,
some people believe that it is almost as immediate as a phone call. But the tone of
voice and the facility of being able to explain immediately when you sense that there
is miscommunication are missing from email. Hence, the correct use of language is
important to communicate effectively.

Given below is a sample email page:

51
Business Writing

How email really works

http://support.kavi.com/khelp/kmlm/user_help/html/how_email_works.html
Some rules have to be observed while writing emails. These guidelines constitute
‘email etiquette’. They are:
Make your mail easy to read.
Use the subject line to tell the recipient the purpose of the message.
Use concrete words that avoid negative connotations.
Use the appropriate level of formality. If you are writing to your boss, be as
formal as you would be in printed letters.
Write in a clear and organized manner. Use short and simple sentences. Use
correct spelling and basic grammar.
Generally, the length of your message should be kept to one screen only. If there
is a file or document you want your reader to view, send it as an attachment with
your email.
Just like a written letter, be sure to begin your email with a greeting like ‘Dear
Dr. Gupta’ or ‘Dear Ms. Sahgal’ and also close with a salutation.
Use standard spelling, punctuation, and capitalization. Do not write in all upper
case letters as this denotes shouting/screaming. This is also called “flaming” and
considered bad manners.
Write clear, short paragraphs and be direct and to the point; professionals and
academics alike see their email accounts as business. Don't write unnecessarily
long emails or otherwise waste the recipient's time.
Adopt the “you” attitude, emphasize positive points, be polite, use bias-free
language and project the company’s image.
Be sure to revise your letter after writing it.
Don’t think email is a private affair. Some people send information to recipients
who shouldn’t read, receive or don’t need it.

52
 Don’t send usernames or passwords through email. Information about credit External
Communication
cards or bank accounts should never be given via email. Avoid sensitive or
information that could be potentially damaging to someone's career and/or
reputation, including your own.
Do not overuse email acronyms or abbreviations.
Don’t use exclamation marks in every important sentence. This is too informal.
Don’t use emotions in business letters.
Activity 16
Can you add more guidelines?
…………..………………………………………………………………………….
…………..………………………………………………………………………….
…………..………………………………………………………………………….
…………..………………………………………………………………………….
…………..………………………………………………………………………….

 Check Your Progress 4

1) How is email better than other forms of communication?
……………………………………………………………………………...
……………………………………………………………………………...
……………………………………………………………………………...
……………………………………………………………………………...
2) Enumerate some rules/guidelines (at least 5) to observe while writing email.
……………………………………………………………………………...
……………………………………………………………………………..
……………………………………………………………………………...
……………………………………………………………………………..
……………………………………………………………………………..
3) What kind of language should be used in emails?
……………………………………………………………………………..
……………………………………………………………………………..
……………………………………………………………………………...
……………………………………………………………………………...
……………………………………………………………………………..

2.8 WRITING - II: WRITING AN EMAIL

Activity 17
Compose an email in the correct format for the following situation:
Your company, India Garments, wants to buy good quality Chinese silk from a
Chinese company. Write an email to the business head of the Chinese company
stating your purpose.
…………………………………………….………………………………………..
……………………………………………….……………………………………..
53
Business Writing
2.9 LET US SUM UP
In this unit you have learnt what interactive external business correspondence is. You
also learnt about the principles of effective communication and the mechanics of
letter writing. You have also become familiar with writing informative and persuasive
letters which include routine and sales letters. You were also shown how to write
letters of inquiry, letters seeking information and letters of request. For writing
different kinds of sales letters, you were given examples of writing prospecting
letters, cover letters with promotional / discount offers, follow up letters and sales
appreciation letters. You have been introduced to various types of such
correspondence and the purpose for which they are written. You have also become
familiar with letters written for special purposes and Problem letters. The former
includes agency letters for appointing business agents, letters to banks, insurance
companies, financial institutions, government agencies or regulatory bodies, letters
relating to personnel and status enquiry letters. The problem letters include
complaints and follow ups, concession letters and collection letters.

Email is another form of communication which is transmitted electronically. You saw

how easy it was to use email as a casual piece of conversation. You also read that this
should not be the case in the business world and great care has to be taken in drafting
emails.

We hope you find the unit useful and interesting.

2.10 ANSWERS
Activity 1
i) The formal letter contains the sender’s and receiver’s address whereas this is not
required in the informal letter.
ii) In the formal letter we use salutations like Dear ... while in the informal letter we
use informal salutations like Dearest, My Dear, etc.
iii) The formal letter is concise and to the point whereas an informal letter is like an
extended long distance private conversation.
Activity 2
1) Soon
2) The file you requested is attached
3) Mr. Sareen realized that we must cut down costs
4) Some rules must be observed
5) I wish to say
6) After talking to you
7) causes
8) The most important issue is collaboration
9) answer/say yes
10) as you asked for/ requested
11) after what we talked / spoke about
12) I enclose the papers
13) Although/ even though
14) Usually

54
Activity 3 External
Communication
Suggested answer:
The senior chief engineer contacted the mall owner, on December 23rd to enquire if
block 1 was on sale. He was informed by the assistant manager that the company was
thinking of selling block 1. He was further told that the decision would not be taken
until the president returned / came back from a business trip on January 22nd 20xx.
Activity 4
i) I am writing to complain about …
ii) I would like to apologize for …
iii) I would like to thank …
iv) I am writing to apply for …
v) I am writing to confirm …

Activity 5

Dear [Ms./Mr. last name if you know it or Madam/Sir]

We are arranging a college trip to Kashmir and we are particularly interested in
visiting Gulmarg. We would like some information about your tours to the Kashmir
valley.

It would be greatly appreciated if you could send details about bus fares, their timings
and whether they are comfortable and air-conditioned or not. We would also like to
know if you have been providing concession fares for student groups in the past. This
information is important to us because we are a large group of 50 students.

Activity 6
Appropriate prepositions are:
i) at ii) on iii) on iv) for v) on
vi) through vii) in viii) of ix) of x) in
xi) to xii) in xiii) of xiv) from xv) to
xvi) in xvii) with xviii) in

Activity 7

This news is for coffee lovers! Just think - you will never have to wait to go out and
buy coffee once your supply is over. Try our new mail order coffee service and you
will wonder how you ever managed without it. We are so sure you will find our
service very convenient and easy that we are offering a free coffee maker with your
initial order/subscription.

Our service takes care of your preferences. You can increase or decrease your order
any time by simply visiting our web site [give URL] and adjusting/altering your
subscription. We are enclosing a catalogue showing different flavours of coffee in
both caffeinated and decaffeinated varieties. We ensure that you get pure coffee only
as all our coffee is organically grown.

Act fast and add a new coffeemaker to your home. The free product is for a limited
time till its stocks last. We look forward to you joining our [company name] family
of discerning coffee lovers.

55
Business Writing Activity 8
Dear [Ms. /Mr. last name]

It has been a month since we installed your new dishwasher. I am writing to know if
it is functioning properly and taking care of your needs. Please help us to serve
you better by filling in the enclosed customer feedback form. It will take a few
minutes to do so. To return it to us, simply drop the completed form into a post
box as it is already stamped and addressed to us.

Thanks for buying our product. If there is anything further I can do for you, please
feel free to call us at the numbers given on the letterhead.

Check Your Progress 1

1) Different kind of business letters are as follows
Informative and persuasive letters:
i) Routine letters may include the following:
 Enquiries, seeking information and requests
 Quotations
 Orders and acceptance
 Payment

ii) Sales letters such as:

 Promotional letters
 Cover letters with fliers, catalogues etc.
 Proposal letters
 Follow up letters
 Sales appreciation letters.

iii) Letters for special purposes

 Agency letters relating to banks, insurance agents/company, government
and regulatory agencies etc.
 Personnel letters relating to employment
 Circulars
 Status enquiries
 Seeking finance

iv) Problem letters

 Complaints and follow ups
 Concessions
 Collection Letters on account of overdue/pending payment

2) In a letter of enquiry one must ensure that one has asked for all the information
that one needs regarding the availability of goods and the terms and conditions of
supply and delivery. One may include a description and specifications of the
goods required.

56
3) The letter of quotation is the response to a letter of enquiry from a prospective External
Communication
buyer. It should contain complete information about the nature and quality of
goods asked for, time and mode of delivery, prices, any additional charges for
packing and shipping or other services and terms of payment.

4) The different kinds of sales letter are as follows:

a Prospecting letters
b Cover letters
c Proposal letters
d Follow up letters
e Sale appreciation letters

5) Some important factors to consider while writing sales correspondence:

• It should have an effective opening to get the attention of the reader and
generate interest.
• It should address the customer’s need and how you can satisfy his/her need.
• It should clearly state what the customer is expected to do in case s/he wishes
to buy a product. The action to be taken should be within easy reach and
possibility of the customer.
• It should also indicate how the action performed will benefit the receiver of
the letter.
• The tone should be polite and conversational. Humour should be avoided.
• It should be checked and revised for accuracy.

Activity 9
Dear [Ms./Mr. last name if you know it or Madam/Sir]

Sub: Appointment of Agency

We are glad to inform you that we would like to appoint you as our sole agent for the
Dwarka area in New Delhi. Your name has been highly recommended and we hope
we shall also establish good business relations in the future.

To begin with, we quote below the prices of different kinds of dresses which have
been recently brought out by us.

1) Dress with thread embroidery medium size @ Rs 2000/- per piece.

2) Dress with thread embroidery large size @ Rs 2500/- per piece.
3) Dress with thread embroidery small size @ Rs 1500/- per piece.

You will be allowed 5% commission on sales as per our agreement. Please fill in the
enclosed Form of Agency and send it by return post.

We are also sending by separate post our latest catalogue and price list of our
products. Kindly acknowledge receipt of our products.
Activity 10
Missing lines are given in bold:
[Date]
57
Business Writing

[To - Name]
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name]

I would like to apply for the post of Manager (Sales) that was advertised in The
Times of Hindustan on 15th July 20xx.

I am 34 years old and have at least 10 years of sales experience in a reputed firm
[give company name]. I have also headed a team of 8 sales executives and have been
involved in devising innovative sales strategies, from the planning to the execution
stage.

I enclose my curriculum vitae and would appreciate an opportunity of being

interviewed. I would then be able to give you a better idea of my abilities.
Looking forward to hearing from you soon.

Sincerely yours,
[Your name]
[Your address]
Activity 11

Dear [Ms./Mr. last name if you know it or Madam/Sir]

We have received your resume and application for the post of Sales Manager which
we had advertised in the [newspaper title]. Your qualifications are excellent and we
have added you to the group of applicants we would like to bring in for the
interview.

This position is an important one and a key to the growth of our company. That is
why we are being extremely careful in our selection process. We will be in touch
with you within the next 2 weeks to set up a phone interview. After that we will bring
in semi-finalists for an in-person interview.

We appreciate your patience and your interest in working with us. We look forward
to talking to you soon.

Sincerely,

[Your name]
[Your designation]
Activity 12
Missing lines are given in bold:

[Date]

58
[To - Name] External
Communication
[Company]
[Address]
[City, State PIN code]

Dear [Ms./Mr. last name]

We regret to point out that we have written to you repeatedly, on 10th and 25th
December, 20xx and again on 21st January 20xx, calling your attention to our
unsettled account of Rs 22,250/- against supply of dresses as per your order. But you
have not responded to any of our letters.

In such circumstances we are compelled to inform you with great reluctance that
unless our account is settled by the end of February 20xx, we shall place the
matter in the hands of our solicitor.

We trust you will make this action unnecessary by settling our account immediately.

Sincerely yours,

[Your name]
[Your designation]
[Your company’s address]
Check Your Progress 2
1) The principles of effective communication are as follows:
One has to be brief and use few and effective words instead of long sentences.
Courtesy has to be maintained with appropriate level of formality. One has to be
precise and take care to include all relevant facts, data and necessary information.
One has to be simple, clear, correct and brief.
2) There are some points to be kept in mind while drafting business letters.
• The letter should be attractive to create a positive impression on the reader.
• It should be accurate in facts as well as presentation.
• It should have the date, sender’s and receiver’s address.
• It should have the name and designation of the sender as well as the receiver
with the right spelling.
• It is good to chalk out a plan before writing the letter. This includes listing
out the purpose, the key points to be conveyed, analyzing the audience- the
reader’s age, attitudes and cultural background- and also acquiring the
relevant documents and information.
• Once the planning is done, make a rough draft. Next format the letter with
care using appropriate courtesy titles and salutation at the beginning and end
of the letter.
• Revise with care and type the final draft. Check for grammatical errors.
3) Business firms appoint agencies instead of opening branches as this is more cost
effective. They can expand business by establishing agency relationships with
other business firms. This would help them save the cost of operating and
maintaining branches.

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Business Writing 4) Collection letters are sent by business firms to those customers who have pending
payments. They are also known as ‘Dunning letters’. Such letters should have a
courteous and polite tone.

5) The collection letters are written in three stages usually:

i) The first in the form of a mild reminder. This is the ‘will pay’ stage where the
company is confident of receiving payment.

ii) The second ‘persuasive letter’ is the ‘should pay’ stage. The business house
has to persuade and appeal to the erring customer.

iii) The third is the ‘last resort’ stage when all reminders and persuasive letters
fail to elicit the desired response from the customer. This letter is short and to
the point. It gives the customer one last chance to pay.

Activity 13

1) Letter to Punjab National Bank seeking finance:

1st February, 20xx

To
Mr. Anand Kapoor
Branch Manager
Punjab National Bank
IGNOU Branch
Maidan Garhi, Delhi-110068

Subject: Finance for opening a bookshop on M. G. Road.

Dear Mr. Kapoor,

We plan to open a bookshop and have ear marked a suitable location on M.G. Road
for our new venture. It would include a reading space cum cafeteria. Such a bookshop
is the need of the hour in our city. The estimate to set up the shop is Rs. 15,00,000.
We need a loan to meet the expenses. We request you to let us know the formalities
that have to be completed in order to apply for the loan. We would be greatly obliged
if you could do so at the earliest. We look forward to an early response.

Sincerely,

Shalini Mathew
F-129, Golf Links
Defence Colony
New Delhi- 110069

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2) Letter of complaint against a TV company which has delivered a External
Communication
defective TV.

2nd February, 20xx Shalini Mathew

F-129, Golf Links
Defence Colony
New Delhi- 110069
The Manager
Quantum Electronics
72, M.G. Road
Pune, Maharashtra

Dear Madam/ Sir

This is to inform you that the television which was sent to me on 25th January, 20xx
has been malfunctioning. The model number is HYX-09 and the Bill no. is 187490
dated 25th January 20xx. After switching on the television, it goes into the ‘power off’
mode in a few minutes. It is unfortunate that a reputed company such as yours has
provided a defective product.

Please arrange to replace the defective television at the earliest.

Thank you

Sincerely yours,

Shalini Mathew
Activity 14
1) a) questions(noun) b) questioned (verb) c) questioning (adjective)
d) questioningly (adverb)
2) a) stormy (Adj) b) stormed (verb) c) storm (noun)
3) a) sparkled (verb) b) sparkling (adj) c) sparkle (noun)
4) a) frequent (adj) b) frequented (verb) c) frequently (adv)
d) frequency (noun)

Activity 15
Paragraph 1: sentence (iii) Paragraph 2: sentences (ii), (vii), (i)
Paragraph 3: sentence (vi), (viii) Paragraph 4: sentence (iv), (v)

Check Your Progress 3

1) Completed sentences:
i) I don’t know how to get the money back.
ii) Can anyone tell me what’s the matter with him?
iii) Please confirm when you can come on Sunday.
iv) It is a good thing that he is working hard.
v) The airhostess asked me whether I wanted coffee, tea or juice.
vi) I don’t understand why she couldn’t come for the event.
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Business Writing vii) Preeti hasn’t decided how she should go to Mumbai.
viii) Jitendra didn’t say where he stayed in Delhi.

2) Completed sentences with appropriate noun clauses:

ii) The Managing Director suggested that Riya should go for a leadership
training course.
The Managing Director hoped that Riya may go for a leadership training
course.
The Managing Director wanted Riya to go for a leadership training
course.

iii) The Office Manager advised the staff to come to the office on time.
The Office Manager hoped that the staff would come to office on time.
The Office Manager wanted the staff to come to office on time.
The Office Manager suggested that the staff should come to office on
time.

iv) Aliya wished that she didn’t have to worked so hard.

Aliya hoped that she didn’t have to work so hard.
Aliya wanted that she should not have to work so hard.

v) The Manager advised the group that it is hard work that paid off in the
end, not flattering the boss.
The Manager commented that it is hard work that paid off in the end,
not flattering the boss.
The Manager suggested that it is hard work that paid off in the end, not
flattering the boss.
5.6 Listening (tape script)

There may be occasions when discrepancies arise between the stipulations in the
order placed by the buyer and the actual manner or execution of the order by the
supplier. The quantity and quality of goods received may not conform to the goods
ordered, or the goods received may be less in number or in a damaged condition.
There could be another reason for the discrepancy – the terms and conditions of
payment, delivery, etc. may have varied. Letters of claims and complaints may have
to be written by the buyers on such occasions.

A letter of complaint should be written in polite language giving only bare facts
which should be substantiated by sufficient evidence. The letter should never start
with the assumption that the other party is a cheat. Complaints may arise due to some
unintentional acts and circumstances and benefit of doubt should be given unless
otherwise proved.

When complaints are received, the suppliers should attend to them immediately and
speedy action should be taken to rectify the wrong, if any. If the complaint is not
justified, the reply must be given in a polite manner and without being offensive. All
letters of complaints, claims and adjustments must be clear and definite and should be
supported by relevant documents.

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Activity 16 External
Communication
More on email etiquette:
i) Double check the name(s) you have entered in the “To” line before sending your
mail.
ii) Reserve the “high priority” label for emails that are in reality “high priority”.
Don’t label all mails as “high priority” as nobody will take your mail seriously
after some time.
iii) Keep attachments to a minimum.
iv) Use bullets/markers/numbers so that the recipient can focus at once on the
important details.
v) Being gender sensitive helps when replying to women.
vi) Do not use jargon and slang.

Check Your Progress 4

1) Email is better than other forms of communication in following ways:
• It has characteristics of both writing and speaking.
• Email messages can include images and video clips.
• Can be almost as immediate as a phone call.

2) Use standard spelling, punctuation, and capitalization. Do not write in all upper
case letters as this denotes shouting/screaming. This is also called “flaming” and
considered bad manners.

Write clear, short paragraphs and be direct and to the point; professionals and
academics alike see their email accounts as business. Don't write unnecessarily
long emails or otherwise waste the recipient's time.

Adopt the “you” attitude, emphasize positive points, be polite, use bias-free
language and project the company’s image.

3) Language can be formal or informal depending on the context.

Activity 17

To:
Cc:
Subject:

Dear Madam/Sir,

We have heard a lot about the good quality of silks manufactured by you. We deal in
making and selling silk dresses and we are based in New Delhi, India. As such, we
require high quality silk fabrics for our products. Could you please send us
information about the variety of silks manufactured by you and their corresponding
prices as soon as possible? Please let us know about freight, custom and other charges
(if any), as such charges may be applicable to transnational business orders involving
two countries. This will enable us to place our order with you.

We look forward to hearing from you and to the beginning of a new relationship. In
case you wish to verify our credentials, please contact the referees given below. One
of them is a company with whom you already share a business relationship and who
had recommended your name to us. 63
Business Writing

1) ………………………………………………….
2) ………………………………………………….
3) ………………………………………………….

[Give names, addresses and contact details of business associates/concerns who know
you well]

With regards,

[Your name]
[Your full company address with contact details]
[Give your company’s website address if you have one]

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