If you will immediately wire us collect "ship two tubs, number fourteen, by express," we will start the goods to you by express, prepaid, within a half-hour after the telegram reaches us.
Yours very truly, 6. Over-anxiety to please.—This letter secured the desired telegram, followed by a letter of apology. One proof of the good salesmanship in it is the fact that no direct request is made that the complainant change his mind about buying elsewhere. The correspondent lets the reader draw his own conclusions concerning who was responsible for the trouble. He shows to ward the railroad a natural resentment which this ad dressee can readily understand, and then takes the opportunity to make a subtle appeal to the reader's pride by giving the impression that the concern would consider the loss of this particular account a serious matter. Yet the writer avoids the common mistake of seeming to be over-anxious to please an angry complainant.
This mistake, also, results from a too rigid ap plication of a good principle, or rule: the advisability of gaining as much good-will as possible out of an ad justment. The reply to the following letter illus trates the failure to do this. The writer makes the mistake of using too many very courteous phrases, the purpose of which is altogether too obvious to the trav eling salesman to whom the letter was sent. The ad dressee would have received an impression of greater sincerity if the correspondent had written• in a less suave and ingratiating tone.
The complainant's letter follows : Gentlemen.: I know a big concern like yours gets behind its merchan dise with a guaranty of satisfaction. Therefore I am re turning the inclosed tie, which I beught in your 14th Street store. I have worn it five or six times. The price was one dollar.
I am a traveling man but hit New York frequently and like to buy in one of your stores. But this tie is a disap pointment. Send me another one about like it, if you will, but one that won't fray out right away.
Yours very truly, The tie was badly worn at the edges and altho there was not much question that the material was de fective, it was possible that the edges might have been scorched in pressing.
Here is the adjustment letter : Dear Sir: Please accept our thanks for your very kind and courteous favor of the 30th, directing our attention to the unsatis factory service given you by a tie purchased at one of our stores. Rest assured that we are prepared to stand back of our merchandise under any and all circumstances. Furthermore our one great desire is to have every customer thoroly satisfied.
We take great pleasure in inclosing herewith a new tie to replace the one you returned, and trust that it will give you a great deal more satisfactory service than the one you re turned. If it should not, do not hesitate to return this one too.
Yours very truly, In spite of the fact that the adjustment of the com plaint was entirely satisfactory, this letter distinctly impressed the addressee with a feeling that the writer did not mean all that he said. He seemed to be too anxious to please. Furthermore, the correspondent neglected to create confidence in the new tie. Here is the letter rewritten with the object of creating this belief in the firm.
Dear Sir: Thank you for returning to us the unsatisfactory tie. The purest silk will sometimes fray out easily ; or it might be that this tie was scorched when it was pressed. We re gret that you happened to get this particular tie. But we are glad you took the trouble to send it back and give us this opportunity to send you another tie, which, we trust, will give you entire satisfaction.
Please remember that this company stands back of its merchandise with an unqualified guaranty of entire satis faction, including ties made of pure silk.
Yours very truly, The writer, in this case, avoids the mistake of show ing too much anxiety to say what will please the reader. He resells the customer on confidence in this particular tie, and yet leaves a loophole in case this tie, too, fails to give satisfaction. The mention of the fact that it is made of the purest silk not only serves as a selling point in reestablishing the custo mer's confidence in the goods, but also influences the customer to be somewhat more careful in handling the second tie.