LETTER WRITING:Placing Orders, Give the Information in a Clear Format

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Lesson 22

LETTER WRITING

Placing Orders

An order letter is a contract of selling and purchasing or services. Orders are considered one of the

simplest types of direct request. While placing an order, you need not excite your reader's interest; just state

your needs clearly and directly.

Many companies use special forms for ordering merchandise or service. They may use their own, called

a purchase order, or one provided by the seller, called an order form. These forms have blank spaces to ensure

the inclusion of all necessary information. Their advantage is that they enable a company to number and so

carefully file all expenditures.

Nevertheless, there will be times when an order must be put into letter format. At such times, you must

be sure to include COMPLETE, ACCURATE INFORMATION because incomplete orders result in

delayed deliveries, and inaccurate facts result in receipt of the wrong merchandise.

Here are some suggestions for writing effective order letters.

1. Give the Information in a Clear Format

To make your letter easy to read, do one of the following:

Write a separate, single-spaced paragraph for each item, with double spacing between paragraphs.

Arrange your order in a tabular form similar to an order blank.

When several sets of numbers, items, and prices are given, tabular form is clearer than writing the

information in sentences.

2. Write Orders, not Just Hints

Legally, an order letter is the "offer" portion of a contract. The "acceptance" portion of the contract is

completed when the seller sends the merchandise. Use specific and direct openings such as "please send

me" Or "Please ship..." rather than vague phrases such as "I'm interested in ...." Or "I'd like to...."

3. Give a Complete Description of Each Item

Include the following information in your order letter:

Quantity ordered.

ii.

Catalog (or model or stock) number

iii.

Name of product

iv.

Description of product, including as much of the following as is appropriate (1) colour (2)

size (3) material, (4) grade or quality, (5) pattern, (6) finish, and (7) any other details

available.

Unit price

vi.

Total price for desired quantity

vii.

Any other information that you have, including where you saw the product advertised.

4. Tell How You Will Pay for the Order

Give the mod of payment to be used (personal cheque, COD, money order, or credit card). Be sure to

add any shipping charges and sales tax that may be part of the total cost. If you want the item charged to a

credit card, give the credit card number and the expiry date. Also, if the printed name on the credit card

differs from the signature and typed name on the letter, be sure to give the exact name of the cardholder.

5. Tell Where, When, & How you Want the Merchandise Shipped

Give the shipping address, or say that you want the merchandise sent to the address above (your return

address) or below (if your address is typed below your typed signature).

If you need the order by a certain date, be sure to include that date in your order letter. And if you have

a preference, include the method of shipment. Otherwise, the seller will choose the shipping method and

will send the merchandise when it is convenient. For example, you may need the merchandise in a hurry and

be willing to pay the extra cost of air express.

Merchandise is shipped FOB destination or FOB shipping point. The initials FOB stand for "free on board."

If merchandise is shipped FOB shipping point, the buyer pays shipping charges over and above the cost of

the merchandise. If merchandise is shipped FOB destination, the seller pays the shipping charges and they

are included in the price of the merchandise.

The Following letter would run into trouble:

Dear Sirs,

Please send me one of your weather vanes which I saw advertised for Rs. 1000. We have recently

repainted our garage, and a weather vane would be a wonderful finishing touch.

My cheque is enclosed.

Sincerely yours,

Dear Sirs,

Please send me one of your weather vanes which I saw advertised for Rs. 1000. We have recently

repainted our garage, and a weather vane would be a wonderful finishing touch.

My cheque is enclosed.

Sincerely yours,

Organization Plan for Orders

A. Direct Statement of the Request

· Use wording that indicates an order rather than a request: "Please send me" or "please

ship" instead of "I want" or "I need," which are neither polite nor legally appropriate for a

business order.

Open with a general description of your order that encompasses all the details.

B. Justification, Explanation, and Details

· For complex orders, provide a general explanation of how the requested materials will be

used.

Provide all specifications: quantity, price (including discounts), size, catalog number,

product description, shipping instructions (date and place), arrangements for payment

(method, time, deposits), and cost totals.

Use a format that presents information clearly and makes it easy to total amounts.

Double-check the completeness of your order and the cost totals.

C. Courteous Close with Request for Specific Action

Include a clear summary of the desired action.

Whenever possible, suggest a future reader benefit of complying with the order.

Close on a cordial note.

Clearly state any time limits that apply to your order, and explain why they are important.

Look at another Example:

Dear Sir,

Thank you for your letter of March 23 along with the catalog for computer hardware. Please send us the

following goods by TCS Land Cargo Service.

i. Hard Disk (60 GB)

6 Nos

ii. Ram (256 MB)

6 Nos

The consignment may please be packed in strong cases. The book receipt may be sent with other

document through our bank from which you will receive the payment in cash. Please make sure to send the

consignment before April 3.

Yours truly,

Acknowledging an Order

Acknowledging an order is a profitable practice. An order acknowledgment does several important

functions. A letter acknowledging an order provides an excellent opportunity to resell your product and

your organization. Some organizations think such replies unnecessary. However, orders may not be routine

for the buyer. The acknowledgment completes a valid contract between buyer and seller.

An acknowledgment should always be sent promptly. An acknowledgement is usually sent as a form

reply in the form of.

A postal card.

ii.

An acknowledgment form,

iii.

A duplicate invoice

iv.

An individual letter.

In several situations an acknowledgment letter becomes a must. These situations are listed here.

While answering use the following plan.

Thank/appreciate the customer.

ii.

Restate the order to illuminate any likely misunderstanding.

iii.

Tell the customer that his order is being processed and should reach you within the given

time frame.

iv.

Express your pleasure in serving him

1. A Customer's First Order

Never miss the opportunity to make your first impression on a customer a positive one. You want to

welcome the customer and encourage him or her to buy from you again.

Dear Mr. Naveed,

We are pleased to have received your order of September 15 and would like to welcome you as our

new customer.

Your order (No. 62997) for one dozen spark plugs is being processed and will be ready for shipment

on September 21, it will be delivered to your workshop by our own van, and payment will be c.o.d. (our

policy for all orders under

Rs. 1000).

We are sure you will appreciate this item of our auto line. Mr. Gul, your sales representative, will call

on you soon with a catalog and samples.

Cordially,

2. An Incomplete or Unclear Order

When information is missing in an order, it is important not to throw the mistakes of the writers (your

customers) in their faces. Don't tell your customers they forgot just ask for the information you need to

fill the order and encourage a quick response by enclosing a reply envelope.

Dear Mr. Ali,

Thank you for your order of October 22 for 6 shirts of black Bonanza Youth. We are eager to deliver

order 129 to your store as soon as possible.

But first, please let us know which collar size you'd like. These are made both in free size and

different sizes small, medium, large. If you note your preference on the bottom of this letter and mail it

back to us today, we can have your order ready by the beginning of next week. We're sure you'd like to

receive your purchase without further delay.

Sincerely Yours,

Acknowledging a Large Order

Situation

The Sales Manager Ravi Publishing Company Mr. Waseem has just received a big order from Mr.

Kamran for accounting textbooks. Waseem writes to acknowledge the order.

Dear Mr. Kamran

Thank you for your large order for Ideal Accounting 10/12. The Ideal accounting is very popular.

I think you will find Ideal's materials very easy to teach from, and I hope that you will receive

outstanding results, better than any of those of its competitors.

We are now in the process of developing a film for the Ideal programme, and I'll see that you get

advance information on it. I'm sending you an advance copy of an article which will appear in the October

Issue of Business Teacher, "Bookkeeping and Accounting Are Not the Same." I hope you enjoy it.

Please let me know if anything else is required. Thank you again for your confidence.

Cordially yours,

3. Orders for Discontinued Items

Here is a real opportunity for some selling by suggesting an alternate product. When you do not have

the exact item a customer has ordered, you may send a form message to the customer with a clipping about

the substitute item.

The following acknowledgment shows how an order for a discontinued item can be handled by

suggesting an alternate item.

Dear Mr. Arif,

Thank you for your order for one pair of Eagle shoes, size 10D.

The Eagle shoe is well made and has been the best-selling shoe in Pakistan for many years. It is made

by craftspeople who take pride in their work. Only the finest materials are used in manufacturing Eagle

shoes.

Eagle shoes are sold nationwide through a network of distributors. These outlets carry a complete

inventory of the styles and colors available.

Because we want you to be perfectly happy with your new Eagles, we are returning your money order

for Rs. 1000 and requesting that you contact Mr. Arshad Ali at:

Moti Bazar

Karachi

Mr. Arshad is one of our leading dealers, and he will see that your shoes are perfectly fitted for

comfort.

We are sending you a flier showing our latest styles,

Remember, Mr. Arif, Eagles are known as "The Shoe That Pakistan Walks In."

Yours sincerely,

4. Orders Requiring a Delay in Shipment

Occasionally an item will be out of stock and shipment will be delayed. You can help keep the

customer's goodwill by telling when shipment can be expected.

Delayed Delivery

Sometimes a delayed delivery is caused by the seller, not the buyer -- a delicate situation that requires a

carefully written letter. When an order cannot be filled promptly, the customer is entitled to an explanation.

Assurance should be given that the delay is unavoidable and that everything is being done to speed delivery.

Consider the following:

Dear Sir,

Requests for our book, "Punjab, English, Grammar & Composition," have been overwhelming. As a

result, we are temporarily out of copies.

Nevertheless, the new printing is presently being prepared, and I have added your name to the

mailing list to receive a copy as soon as it is available.

In the meantime, you may find a book by Professor Shibly to be of some help. The book entitled

"Common Errors in English" published by us.

Yours faithfully,

Partial Delivery

When a partial shipment can be made, the customer must be informed that certain items have been

back ordered. Again, the letter should assume the customer's willingness to wait. But it should also make an

attempt to "resell" the merchandise by stressing its finer features without emphasizing the missing items.

Consider the following example:

Dear Mr. Ali,

Thank you for your recent order, number 622. We are always especially delighted to serve an old

friend.

Your six pairs of Chinese earrings (Item 15b) and one dozen Primrose necklace (item 8a) have been

shipped by TCS and should arrive at your boutique within the week.

Unfortunately, our stock of Chinese bangle bracelets (item 9d) has been depleted because of a delay in

shipments from China. Our craftsmen have been at great pains to keep up with the demand for these

intricate and finely wrought bracelets. We have put your one dozen bracelets on back order and hope to

have them on their way to you before the end of the month.

Very truly yours,

6. Orders for Products Sold Only Through Dealers

Although it may be your policy to sell your products only through dealers, it is never a good idea to use

the phrase "it is our policy" -- a customer's reaction may be that you should change your policy. Just explain

what your policy is. If you must get this idea across, say "it is our practice" instead. That phrase isn't quite as

strong.

7. Orders From Customers With Poor Credit

Sometimes an order must be refused because of the unsatisfactory condition of the account of a

customer buying on credit. In these cases, try to find an alternative payment method that would allow you

to complete the order. You might offer to send the order COD or ask the customer to send 50 percent of

the payment before you ship the merchandise.

Asking For Substitute Delivery

Dear Mr. Ahmed

Thank you so much for ordering Parveen Shakir's outstanding collection. As you know, in the five

years since its first publication, it has become a great appeal everywhere.

Sadly, `Khushboo' is no longer in print, and I am returning your cheque for Rs. 200. But to satisfy your

interest in poetry, I would like to suggest `Sadburg' another fine book of the poetess, an alternative.

If you would like a copy of `sadburg' which costs only Rs. 200, please let me know, and I will

immediately send it to you.

Yours faithfully,

Dear Sir,

We have something similar to what you are looking for -- a picture and a description of it are enclosed.

Also enclosed are an order form and a return envelope that will make it easy for you to let us know

your decision.

Our money-back guarantee insures your satisfaction.

Yours truly,

Refusing an Order

Some orders must be refused. It may be the policy of your organization to sell only through dealers. Or

the customer's account may be in unsatisfactory condition for you to ship the merchandise on credit.

Letters refusing orders call for the indirect plan, or the "sandwich approach," with the bad news in the

middle. Use the following outline for these letters.

1. Start with a "Buffer"

Thank the customer for the order, and repeat the details.

2. Give an Explanation

In a positive way, tell why you cannot complete the order and stress what you can do, along with the

advantages to the reader. Offer to help the reader in any way you can -- give the name of the nearest dealer,

explain credit terms, or offer an alternate solution.

3. Say No

Many times your explanation will imply the "No" that is coming. Be sure the refusal is clear.

4. End With a "Buffer"

Resell your organization and your products.

In the following example see how the writer suggests a substitute in place of an ordered, discontinued

item.

Gentlemen,

Many thanks for your order of April 12 for Seabreeze window air conditioner. You can be sure that

your decision to buy a Seabreeze was a decision to buy the best in the market.

Your order cannot be filled as the line has been discontinued. However, we offer you, latest range of

split air conditioner. This latest model has several improvements and new features. We now stock the new

split air conditioners. This model has these improved features.

remote controlled

heavy duty compressor

noiseless

available in 3 sizes

Delayed Shipment

Situation

The manufacturer of institutional uniforms and supplies received an order on July 14 from General

Hospital for 20 uniforms. Fifteen days late, the hospital writes that the uniforms did not arrive. The

uniforms were sent to another hospital in Lahore City. In the response, the manufacturer tries to set things

right and retain the hospital's goodwill.

Dear Mr. Bari,

The 20 uniforms you ordered on July 14 are being sent to you today and should be at your place by

Friday of this week.

When I investigated the original shipment, I was astounded to learn that your uniforms were sent to

another hospital. It's hard to account for such an error, and the only excuse I can offer is that we've had

several part-time warehouse people this month to fill in for some of the regular crew who are on vacation.

I hope that this special shipment will compensate in part for the trouble I know we have caused you.

Please do let us know if we can do anything more for you.

Best personal wishes.

Sincerely yours,

Unexpectedly Out of Stock

Situation

Mr. Rasheed, a sales representative for Five Star Publishers, has just visited a Bookstore in Multan

(Mr. Sultan owner) and promised Mr. Sultan that he would receive 16 copies of Business English. Upon

arriving at company headquarters, Rasheed learned that there are no copies left due to the unexpected

purchase of the entire inventory by a foreign publisher. The Vice President of Five Star Publishers writes to

Mr. Sultan to apologize for Rasheed's unfulfilled promise.

Dear Mr. Sultan,

When you placed an order with Mr. Rasheed last week for 16 copies of the Business English, he

promised immediate shipment.

I would have made that promise, too Mr. Sultan, because our inventory of this handbook seemed

adequate for at least six months. However, neither of us was prepared for the news that, just three days ago,

a European distributor cleaned us out of stock.

Of course, we immediately put in a large order for the handbook, and have been promised 2000

copies by October 22. The same day we get our copies we will send yours to you, and if everything goes

right you should have your copies by October 24.

We're feeling very good about our professional handbook series. I'm mailing you today a booklet

describing the books in this series. In the meantime, Mr. Rasheed joins me in wishing you a smashing fall

season at your Bookstore.

Sincerely yours,

Error in an Invoice

Situation

Galaxy, Inc. is a manufacturer of Plymouth electric stoves. The sales representative for Galaxy calls

upon a retailer, Mr. Malik and sells him six Plymouth DeLuxe stoves. There is a sale on these stoves at the

price of Rs.177.75 compared with Rs.215.35, which is the regular price. However, when the invoice arrived,

the amount was Rs.1292.10-a difference of Rs.225.60 more than the anticipated amount. Malik writes the

manufacturer about the mistake.

Gentlemen,

When your representative, Mr. Arif, called on me in late April, he told me that you were offering a

special price of Rs.177.75 on the Plymouth DeLuxe stove. I ordered six. However, the invoice I received

showed the amount due as Rs.1292.10 -- a difference of Rs.225.60.

I'm enclosing a cheque for Rs.1066.50. Unless I hear from you to the contrary; I will assume that this

is the correct amount. If this is not the case, I would like to cancel three of the stoves.

Very truly yours,

Response Regarding Error in an Invoice

(In the same situation)

Dear Mr. Jaffar,

I'm sorry about the mistake we made in our January 17 invoice. You are right, and the fault is mine. I

have entered the amount on your ledger sheet as Rs.1066.50 (thank goodness, the Rs.1292.10 had not been

posted).

I can't really account for this mistake, Mr. Jaffer and I am delighted that you caught it. Thank you for

writing.

Cordially yours,

Acknowledging a First Order

Mr. Adil, Sales Promotion Manager for Royal Furniture has just learned that Raheel Arif, owner of

National Interiors, has placed a big order. This is Royal's first order from National Interiors, and Adil

decides to write Raheel a special welcome letter.

Dear Mr. Raheel,

Thank you for your order for furniture and the cheque that accompanied it. The furniture is being

shipped today-by special instructions from me.

Our sales representative will call on you within the next couple of weeks to thank you in person. I

think you'll like Noman. He is extremely knowledgeable about our line of furniture, and he will be anxious

to learn how he can be of help to you.

In a separate mailing, I'm sending you our just released pamphlet on our new line of patio furniture,

"Outside Living at its Very Best."

Sincerely yours,

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