SEVEN C’s IN BUSINESS
COMMUNICATION
1.
CORRECTNESS:
Normally
it is assumed that correctness only refers to spelling, punctuation and grammar
etc. but business
Communication is something more than that. Following guideline should be
considered for
achieving correctness.
(a)
Use
the correct level of language
(b)
Include
only accurate facts and figures.
(c)
Maintain
acceptable writing mechanics.
(a)
Use the Correct Level of Language:
There
are usually three levels of language that is formal, informal and sub-standard.
Informal
level of language is the language of business letters, memos and reports.
Formal language
is used for writing research papers and legal documents etc.
Sub-standard level
of language
is not used in any type of communication because it either refers to the street language
or unacceptable language.
Incorrect:
We
thank you in anticipation of this courtesy and assure you that it will be a pleasure
to serve you in similar manners.
Correct:
I will
appreciate your helping us. Let me know when I can return the favour.
(b)
Include Only Accurate Facts and Figures:
The
writer of a business message should specifically be careful when he is quoting
any fact or
figure. The situation is more critical when the reader relies on the accuracy
of facts and figures.
An incorrect figure may lead even to the loss of customer, because customer
might feel
that he is not dealing with business like people. For example if a bank manager provides
a wrong balance figure to his account holder, the result might be disastrous
for the bank.
(c)
Maintain Acceptable Writing Mechanics:
Writing
mechanics include a number of considerations. For instance, use of grammar
rules, sentences
structure, composition, punctuation, spelling and all other considerations.
Which form
the structure of English Language?
2.
CONCISENESS:
With
the advent of information revolution, business messages are getting short day
by day. This is because
of huge inflow and outflow of messages on daily basis. Therefore, conciseness
is a prime requirement.
Following points should be considered for achieving conciseness.
(a)
Omitting
trite expressions.
(b)
Avoid
unnecessary repetition.
(c)
Include
relevant facts.
(a)
Omitting Trite Expressions:
Trite
expressions are also called clichés or stereo typed expressions. They are
usually longer,
formal and relatively meaningless because of over use.
Example:
Trite:
In
accordance with your request of recent date, we are enclosing herewith our
cashier’s cheque in the amount of Rs 20,000, representing a withdrawal of
said saving A/c. No. 3595.
Improved:
According
to your request of April 25, cheque of Rs. 20,000 is enclosed.
(b)
Avoid Unnecessary Repetition:
Skillful
business writers avoid unnecessary repetition by rewording their message and trying
to reduce it by almost 50%. In other words first draft of the message is never
final and
it always requires a second reworded reduced draft before dispatched to the
receiver.
Example:
Wordy:
I have
your letter of October 14 and wish to say that we will be glad to give you
a refund for shirt you purchased here last week.
Improved:
You
can avail refund for the shirt you purchased last week.
(c)
Include Relevant Facts:
Relevant
facts refer to those necessary facts which should be present and should never
be compromised
for achieving conciseness.
3.
CLARITY:
Clarity
refers to a clear understanding of the message by the receiver. In other words
the receiver should
not face any problem in getting the meaning of the message. The clarity could
be achieved by
the following techniques.
(a)
Choose
words that are short, familiar and conversational.
(b)
Construct
effective sentences and paragraphs.
(c)
Achieve
appropriate readability.
(d)
Include
examples, illustrations etc.
(a)
Choose Words that are Short, Familiar and Conversational:
The
vocabulary of English language is so rich that a number of words are possible
for a single
occasion. In today’s business English, analysts suggest that it’s better to use
such words
in business writing, which are normally used in day to day conversation.
Therefore, it
is always better to avoid difficult and high sounding words.
Example:
The
bank statement shows an Overdraft of Rs. 10,000.
The
bank statement shows an excess withdrawal of Rs. 10,000.
(b)
Construct Effective Sentences and Paragraphs:
The
number of paragraphs for a business message should not exceed more than 3-4 paragraphs.
Within one paragraph, number of sentences should not exceed more than 3-4 sentences
and within one sentence, number of words should not exceed more than 12-15 words.
(c)
Achieve appropriate Readability:
For
achieving readability ‘FOGINDEX’ is calculated. The calculation is given below.
Formula: Word
Count 110
No.
of sentences 7
Average
sentence length (110 ÷ 7) 15.7 ® (a)
Hard
Words 13
%
age of hard words (13 ÷ 110 x 100) 11.8 ® (b)
Total
of ‘a’ and ‘b’ 27.5
Multiplier
(27.5 x 0.4) 0.4
FOGINDEX
11
If
the answer of Fog Index ranges between 10 and15, this means the message is
readable by
a person having average educational background the answer exceeds the mark of
15, this means
to understand the message, some higher educational qualification is required.
(d)
Include Examples, Illustrations etc.:
Examples
and illustrations work as supplementary tools for the writer. Examples help the reader
to understand meaning of the message.
4.
COMPLETENESS:
It
is not necessary that all seven C’s could be applied to all types of business
messages. The ‘C’ of completeness
should be kept in mind especially giving replies to inquiries and writing
adjustment letter.
Following points are considered for the ‘C’ of completeness.
(a)
Answer
all questions asked.
(b)
Give
something extra. When desirable.
(c)
Check
for five W’s.
(a)
Answer all Questions Asked:
If
in the product related inquiry the prospective customer has asked four
questions, it is much
necessary to answer all the four questions. Even if a single question is missed
and not answered,
the inquirer is having all the reasons to believe that the person giving reply
is a careless
person or he is not interested in answering the questions or there is something wrong
which he is willing to hide.
(b)
Give Something Extra When Desirable:
Normally
a good marketing technique applied by managers is to offer something extra
apart from
original questions asked. This something extra may be the point of sale for the producer
because customer would like to buy from such a manufacturer who is offering something
extra, which others are not offering.
(c)
Check for 5 W’s:
Five
W’s to Who, What, When, Where and Why. For example to order merchandise, we should
make clear What we want, When we need it, Where it is to
be sent, How the payment
will be needed.
5.
CONCRETENESS:
Concreteness
adds conviction to the message. It is easy for the reader to believe on
concrete messages.
Concreteness also increases credibility of the sender of message. Following
points should
be considered for achieving concreteness.
(a)
Use
specific facts and figures.
(b)
Put
action in the verb.
(c)
Choose
vivid image building words.
(a)
Use Specific Facts and Figures:
Use
of fact and figures play a vital role especially when describing a product or
service.
Example:
General:
These
brakes stop car within short distance.
Specific:
The
hydraulic pressure brakes stop a car with a distance of two feet as soon as
they are applied.
(b)
Put Action in the Verb:
The
basic function of the verb is to describe action of a noun or pronoun.
Therefore, care should
be taken that the action should always be represented by verb and an action is
found in
a noun, it should be converted into verb.
Example:
Noun:
They
held meeting in the office.
Verb:
They
met in the office.
(c)
Choose Vivid Image Building Words:
Vivid
image building words are generally used for creating an impression upon the
reader, so
that the reader should start building an image of the product or service in his
mind. Such words
are used in sales and sales promotion letters.
Example:
This
is a very good computer.
The
P-IV 800 MHz, 20GB HD, 64MB RAM, 500 MB CACHE, Intel genuine processor, in ATX
casing is a computer of new millennium.
6.
CONSIDERATION:
Consideration
refers to giving importance to the other person whether he is a reader
audience, spectator
or listener. For achieving consideration following points are considered.
(a)
You
attitude
(b)
Show
readers interest
(c)
Apply
integrity in the message
(d)
Emphasize
the positive
(a)
You Attitude:
You
attitude means writing a business message from the point of view of the
customer or at least
showing that the customer is very important.
Example:
I
- Attitude: We
allow 5% discount on Cash Payment.
You
- Attitude: You
can enjoy 5% discount on Cash Payment.
(b)
Show Readers Interest:
People
are basically selfish in their nature. They are only interested in themselves
and they always
look for some material benefit. Therefore business messages should always be drafted
in such a manner to offer something to the customer, which is of interest for
him.
Mind
it customers are not interested in the producer or service provider. Their
focus of concentration
is their own self. A customer will be a loyal customer, if he is obtaining some benefit
on a regular basis.
(c)
Apply Integrity in the Message:
Integrity
refers to character in the business message. This would come by being honest
and truthful
with the customer. Never make such a promise, which can be fulfilled never give false
hopes to the customer and also never bluff the customer.
(d)
Emphasize the Positive:
Most
of the statements even in business messages could be written from angles. One
is the positive
angle and the other is the negative one. It is always better to highlight
positively rather
than negatively.
Example:
Negative:
We do
not refund if the refund item is soiled and unsalable.
Positive:
We do
refund if the returned item is clean and saleable.
7.
COURTESY:
Surviving
in today’s business world requires courtesy on the part of producer or seller.
A discourteous
producer or service provider cannot succeed in the buyer’s market. That is why famous
slogan of ‘Customer is always right’ invented. To achieve courtesy following
points should be
considered.
(a)
Be
tactful.
(b)
Omit
expressions that can irritate.
(c)
Answer/mail
promptly.
(d)
Grant
and apologize.
(a)
Be Tactful:
Tact
means handling customer with a right technique. Otherwise, if customers are not handled
properly, business may suffer.
Example:
Tactless:
Your
letter is not complete I cannot understand it.
Tactful:
If I
understand your letter correctly, you want to say that…….
(b)
Omit Expressions that Can Irritate:
Irritating
expressions are disliked by all and customers are not any exception.
Example:
(i)
You
have failed
(ii)
You
have no choice
(iii)You neglect
(iv)
You
claim that
(c)
Answer / Mail Promptly:
It
is a matter of business courtesy that all mails should be answered promptly. A
late reply may
give an impression that the manufacturer is not interested in the customer.
(d)
Grand and Apologize:
It
is always advisable to give some favor to the customer if he asked for it, and
if some mistake is committed, it is better to apologize.
