Home >> Business Correspondence >> 900 For One Big to Why Letters Make Good >> Adjustment Letters 1_P1

Adjustment Letters 1

letter, claimant, sales, complaint, satisfied and difficult

Page: 1 2 3 4 5 6

ADJUSTMENT LETTERS 1. Adjustment letters and salesmanship.—Ad justment letters are closely connected with sales. In fact, their influence on sales is sometimes of greater weight than that of direct selling letters, for it is usually more desirable to keep the patronage of old customers and have them satisfied than to get new customers. The active of patrons who are dis satisfied with goods or services is the price of the failure to make satisfactory adjustments of com plaints.

Therefore adjustment letters are really sales let ters, and they are sales letters that are difficult to write. Even when a fixed and liberal policy of ad justment is the practice, it is not easy to write a let ter which will grant the claim and satisfy the customer so thoroly as to increase his good-will toward the house. And yet this is the requirement that all ad justment letters must meet to be effective. This sirable result is most difficult to attain when it is un wise to make an adjustment which would free the claimant from all his loss as he figures it.

It is often the business of the correspondent who answers a complaint not only to make an adjustment which will be deemed satisfactory by the claimant, but also to resell him on his confidence in the reliability of the goods or the service. If an automobile tire, for instance, does not give satisfactory service and it is necessary to supply a new tire, it is reasonable to be lieve that the customer will not be as confident of good service from the second tire as he was about the first— even if it is supplied entirely free of charge—unless the letter of adjustment includes information of the sort that tends to restore confidence in this brand of goods, as does the letter quoted in Section 8 of this chapter.

Owing to these and many other conditions, adjust ment letters are among the most difficult that a cor respondent has to write. The difficulty arises from the facts that the addressee's attitude is in most cases unfavorable with respect to his relations with the writer ; that his conception of justice may be unreason able ; and that the final adjustment of the case may fall short of his 'expectations. To give a disgruntled

claimant less than he asks for, and at the same time to cause him to feel completely satisfied, always re quires the exercise of the best salesmanship.

2. The right have the right attitude toward the addressee is a requirement which applies with exceptional force to adjustment letters, since so many letters of complaint are of the kind that tend to arouse the reader's antagonism. It is not always easy to maintain an even temper toward a person who makes accusations and claims which are clearly un just, especially when he uses vituperative language.

But even if the claimant heaps insult on the house and its products, in writing an effective adjustment letter the correspondent, as a rule—not necessarily in all cases—will ignore that part of the complaint let ter which arouses resentment. If he is going to do his best work, he cannot afford to let emotion inter fere with his judgment.

The successful adjustment man will, however, take note of every point in the claim letter that tends to indicate definitely what is the exact caliber of the claimant, and what his frame of mind was when he wrote. In fact, he prefers a complaint letter which frankly reveals the true feelings of the writer to one in which the degree of disappointment is carefully concealed. He knows that the bark of savage com plaint letters in most cases indicates lack of inclina tion to bite, that often those who complain most vo ciferously are most easily appeased. He feels sure, therefore, that the situation is not nearly so serious as the tone of the letter would seem to indicate. The expert adjustment correspondent fears most the com plaint letter that shows courteous restraint, for he knows that often those who say the least will be most likely to cut off their purchases silently, but swiftly and surely, if they are dissatisfied.

Page: 1 2 3 4 5 6