商務(wù)與管理溝通（英文版 原書第12版）課件 Ch03 Building Goodwill

Chapter3BuildingGoodwillLearningObjectives3-1 Howtocreateyou-attitude.3-2 Howtocreatepositiveemphasis.3-3 Howtoimprovetoneinbusinesscommunications.3-4 Howtoreducebiasinbusinesscommunications.GoodwillBuildgoodwillthrough:1You-attitude2Positiveemphasis3Trust4Bias-freelanguageYou-Attitude Looksatthingsfromaudience’sviewpointEmphasizeswhataudiencewantstoknowRespectsaudience’sintelligenceProtectsaudience’segoFiveWaystoCreateYou-AttitudeTalkaboutaudience,notyourselfRefertoaudience’srequestororderDon’ttalkaboutfeelingsInpositivesituations,useyoumoreoftenthanI.

Usewewhenitincludestheaudience.Innegativesituations,avoidyou1.TalkAboutAudience,NotYourselfTellhowmessageaffectstheaudienceDon’tmentioncommunicator’sworkorgenerosityStresswhataudiencewantstoknow1.TalkAboutAudienceExamplesLacksYou-AttitudeInegotiatedanagreementwithApexRent-a-Carthatgivesyouadiscount.WeshippedyourMay21stordertoday.ContainsYou-AttitudeYounowgeta20percentdiscountwhenyourentacarfromApex.ThethreecoinsetsyouorderedwillshiptodayandshouldreachyoubyJune6th.2.RefertoAudience’sRequestorOrderSpecificallyMakespecificreferences,notgenericNamecontentoforderforpersonorsmallbusinessCitepurchaseordernumbersforcustomersthatorderoften2.RefertoAudience’sRequestExamplesLacksYou-AttitudeWeshippedyourordertoday.Yourordershouldarrivesoon.Wewillgettoyourrequestshortly.ContainsYou-AttitudeThe500redandgraysweatshirtsyouorderedwereshippedtodayandwillreachyouearlynextweek.YourP.O.7823-NshippedonNovember4thandwillarrivewithinfivebusinessdays.3.Don’tTalkAboutFeelingsDon’ttalkaboutaudience’sfeelingsDon’tpredictaudience’sresponseOnlyexpressfeelingsto:OffersympathyCongratulate3.Don’tTalkAboutFeelingsExamplesLacksYou-AttitudeWearehappytogiveyouacreditlineof$2,000.Youwillbehappytolearnthatyourreimbursementrequesthasbeenapproved.ContainsYou-AttitudeYounowhavea$2,000creditlinewithVisa.Yourreimbursementrequesthasbeenapproved.4.InPositiveSituationsUseyou

moreoftenthan

I.Useweifitexcludestheaudience.

UseyouinpositivesituationsRarelyuseIinmessagesAvoidweifitexcludestheaudience4.InPositiveSituationsExamplesLacksYou-AttitudeWeprovideexerciseequipmenttoallemployees.Iwillscheduleaduedatethatworksbestformyschedule.ContainsYou-AttitudeYouhaveaccesstothelatestexerciseequipmentasafull-timeemployee.Wewillscheduletheduedateafterwemeet.5.AvoidYouinNegativeSituationsProtectaudience’segoAvoidassigningblameUsepassiveverbsUseimpersonalstyle

Example:Talkaboutthings,notpeople5.AvoidYouinNegativeSituationExamplesLacksYou-AttitudeYoufailedtosignyourflexiblespendingaccountform.Youmadenoallowanceforinflationinyourestimate.ContainsYou-AttitudeTheflexiblespendingaccountformwasnotsigned.Theestimatemakesnoallowanceforinflation.You-AttitudeBeyondSentenceLevel BecompleteAnticipateandanswerquestionsShowwhyinformationisimportantShowhowthesubjectaffectstheaudienceYou-AttitudeBeyondSentenceLevel(continued)

PutmostimportantinformationfirstArrangeinformationtomeetaudience’sneedsUseparallel-structureheadingsandlistsPositiveEmphasisWayoflookingatsituationsFocusonthepositiveCreatepositiveemphasisthrough:WordsInformationOrganizationLayout FiveWaystoCreatePositiveEmphasisAvoidnegativewordsBewareofhiddennegativesFocusonwhataudiencecando,notlimitationsJustifynegativeinformationbygivingreasonorlinkingtoaudiencebenefitPutnegativeinformationinthemiddleandpresentitcompactly1.AvoidNegativeWordsContainsNegatives

Neverfailtoreturnlibrarybooksontime.Becauseyoufailedtopayyourbill,youraccountisdelinquent.OmitsNegatives

Alwaysreturnlibrarybooksontime.Theaccountispastdue.2.BewareofHiddenNegativesContainsNegatives

Ihopethisistheinformationyouwanted.Pleasebepatientasweswitchtotheautomatedsystem.OmitsNegatives

EnclosedisabrochureaboutjoiningtheRetireeAssociation.You’llbeabletogetinformationinstantlyaboutanyhouseonthemarketoncetheautomatedsystemisinplace.Ifyouhavequestionsduringthetransition,pleasecallSherylBrown.3.FocusonWhatAudienceCanDoNegative

Youwillnotgetyourrefundcheckuntilyousubmityourofficialgradereportattheendofthesemester.BetterToreceiveyourrefundcheck,submityourofficialgradereportattheendofthesemester.4.JustifyNegativeInformationGivereasonorlinktoaudiencebenefitNegativeYoucannottakevacationdayswithoutpriorapprovalfromyoursupervisor.BetterToensurethateveryone’sdutieswillbecovered,submityourfirstandsecondchoicesofvacationtimetoyoursupervisorbyMay30.5.PuttheNegativeintheMiddlePresentthenegativecompactlyPutnegativeinmiddleofmessageandparagraphDon’tputnegativeatbottomofpageoneDon’tpresentnegativewithbulletedornumberedlistsMakenegativeshortasyoucanGivenegativeonlyonceCheckUseofPositiveEmphasisPositiveemphasisisnotalwaysappropriateSomebadnewsisjusttooseriousOverdonetothepointofinsincerityOverdonethatitcloudsrealityPositivePsychologyPositivepsychology:abranchofpsychologythatstudieshowtohelppeoplethriveGoalistoincreasethrivingorflourishing,well-being,andhappinessHappyemployeeshelpimprovecorporateprofitsandcorporategoalsProvidemeaning,challengingworkFacilitatesocialsupportTone,Power,andPolitenessTone:impliedattitudeofthecommunicatortowardaudienceGoodtoneis:Businesslike,notstiffFriendly,notphonyConfident,notarrogantPolite,notgrovelingHowtoAchieveToneUsecourtesytitlesforpeopleyoudon’tknowwellBeawareofthepowerimplicationsofwordchoiceLow:TurninyourprogressreportbyFriday.Mid:PleaseturninyourprogressreportbyFriday.High:ProgressreportsshouldbeturnedinbyFriday.Highest:WouldyoubeabletocompleteyourreportbyFriday?TrustTrustisavitalelementingoodwill—personallyandincorporationsGaintrustfromhonesty,ethics,anddeliveringoncommitmentsAlsofromgoodwillcommunicationskillsUsingTechnologytoBuildGoodwillOrganizationsuseavarietyoftechnology-basedcommunicationstocreateandsustaingoodwillwithcustomers,clients,andemployeesUsenewsletters,emails,websites,Facebookpages,Twitter,blogsReducingBiasinBusinessCommunicationUsebias-freelanguageWordsthatdonotdiscriminateonbasisof:SexAgeEthnicityRacePhysicalconditionReligionMakingLanguageNonsexistTreatbothsexesneutrally

BusinessmanshouldbeBusinesspersonWomandoctorshouldbeDoctorManningshouldbeStaffingDonotassumeeveryoneisheterosexualNonsexistJobTitlesAvoidsexistjobandcourtesytitles:Actress

Repairman

ChairmanSalesman

ForemanWaitress

UseCourtesyTitlesUseMs.ascourtesytitleforwomenUseprofessionaltitleinstead(ifany)UseMissorMrs.ifaudienceprefersit(emphasizeif)DeterminepropercourtesytitleforaddressandsalutationOmitSexistGenericPronounsUsepluralsUsesecond-personyouRevisethesentencetoomitthepronounUsepronounpairs(his