Most business letters have two objectives; to promote a particular transaction and to build goodwill. Every business letter should be a goodwill letter in the sense that it aims to create or maintain good feeling based on a mutually beneficial business relationship. But there are some letters written with the sole purpose of building goodwill. They include letters of thanks or appreciation to new customers for their first orders, to existing customers for specially large orders or for their promptness in settling accounts. Also included in this category are letters to employees for difficult jobs, done well. Sending voluntary expressions of gratitude or sympathy, gives pleasure to those who receive them and makes for happy working relationship.
Goodwill letters take a variety of forms and each has its own characteristics, depending on the circumstances to which it applies. Beside letters expressing thanks or appreciation, there are letters of congratulations, letters of welcome, letters of condolence and sympathy at illness or trouble. Although they naturally differ in form, these letters have one quality in common—they are written to show genuine concern to the reader. They can be as brief and simple as you wish, but they should express what you feel in terms that are warm and sincere. Sincerity is by far their most important quality. A formal letter is written because the writer feels it is expected to him, and therefore, must be sent, but as a result, does not give the pleasure it should. Make sure that your goodwill letters have an unmistakable ring of sincerity about them. This is much easier to do if you write at an early stage while you are feeling grateful and appreciative, or sympathetic, than to leave it till the emotion has cooled. One person cannot suggest to another the precise wording for letters of the kind discussed here, since the essence of sincerity is to express one’s feelings in one’s own way.
1. Letter of goodwill from a manufacturer:
Dear Sir,
We are extremely grateful for your order of 16th July. The order is now with our packing department and you will have found them within a day or two. With the handling of this order, we are confident that we shall develop a close and lasting association which is mutually beneficial. In the meantime, we thank you and assure you of our co-operation always.
With regards,
Yours faithfully
Naresh Yadav
2. Letter for explaining late reply:
Dear Sir,
I am extremely sorry for the delay in sending the catalogue and the price list requested by you in your letter dated June 8, 2004. The unfortunate delay had occurred, because I was out of station for more than two weeks. I honestly hold myself responsible for this delay, but request you to take it in a good spirit.
With regards,
Yours faithfully
Nathuram
3. Letter of regret for oversight:
Dear Miss Amisha,
I have just received your letter dated December 21, 2004, complaining that you have not received the consignment of cosmetics. On checking the correspondence, I observe that I had mistaken the date of despatch. The fault is entirely mine, and I deeply regret the inconvenience caused to you. Your order is expected to be ready by Monday, and I shall arrange to send it at my expense. I hope this well duly compensate you.
With regards
Yours faithfully
Miss Rakhi Sharma
4. Letter of regret:
Dear Sirs,
We appreciate your promptness in sending your representative for a proper demonstration of the vacuum cleaner. Thanks you for showing promptness in attending to our inquiries, but in view of certain unforeseen expenditure I am sorry, at present we are unable to place the order. I am sure we will continue to have business deals in the future, despite this temporary gap.
With regards
Yours truly
Vivek Verma
5. Letter refusing credit:
Dear Sir,
We thank you for your order no. 773 dated May 30 2004. We would have been only too glad to send the documents directly, but the recent paper crisis has upset our financial position and we have been forced to stop any further credit. We assure you that as soon as the position eases a bit, we shall start extending the credit facility. In the meantime, may we suggest you to reduce your order by half, and have the documents delivered through bank only.
Thanking you
Yours truly
Sube Singh
6. Letter congratulating on promotion:
Dear Mr. Gulati,
I am glad to learn that you have been appointed as the General Manager of your company. Please accept my heartiest congratulations. My fellow directors and I are delighted that 10 years of your serving as the Financial Controller of your company has at last been rewarded in this way.
With our very best wishes,
Yours sincerely
Jogeshwar Verma
7. Letter of Diwali greeting :
Dear Sir,
A good many things that supposedly “go without saying” should really be said. In this instance, we are going to say them. We appreciate your business better still we like doing business with you. And though this is a once-a-year greeting, it really represents the hopes and wishes and warm thoughts we have been mentally sending you the year round. So here’s wishing you and yours—The Very Best Diwali.
Sincerely yours
Sunil Modi
8. Letter of condolence to a business friend:
Dear Mr. Suresh,
We are shocked to learn from today’s ‘Times of India’ about the sudden demise of your father due to heart attack. I had the privilege of knowing Mr. Verma very closely and we had been good friends for a number of years. In his untimely death I have lost one of my ablest friend and associate. He will be missed by all his friends and business associates. Please convey my sympathies to Mrs. Verma and all the other family members.
Yours very truly
Surendra Sharma
9. Letter asking for reference :
Dear Mr. Sudhir,
I was very worried until I thought of you. I have been offered the post of Sales Executive in Atlas Copco, Mumbai, and I am required to give excellent references. My introduction to you was for a few hours, when I came to your place for dinner with my friend Satish Kumar in February last month. I hope you remember me well. If you so kindly agree to be a reference, I shall feel very obliged.
Thanking you
Yours truly
Ravi Verma
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