DISCUSSION 6 NEGOTIATION
ARIZONA STATE UNIVERSITY
COM 259 - COMMUNICATION IN BUSINESS AND THE PROFESSIONS
STRUCTURES
SPRING 2024
Brief Description:
In the previous discussion, we discussed the definition of communication, types, and forms
of communication in the business world. In addition to that, sometimes you will hear the
term negotiation in business communication. The word negotiation is often used in the
business world either between clients and you or with your coworkers. Therefore, this chapter
will discuss the meaning of negotiation, types and techniques of negotiation and negotiation
strategies in the business world.
Material Description:
Definition
Negotiation is a term that means doing business by negotiating with other parties in
order to reach an agreement. Negotiation is also often defined as the process or activity of
negotiating or talking about something to get an agreement. The definition of negotiation
will look at the point of view of the parties involved in the negotiation. In a negotiation,
there are two parties with an interest in carrying out the negotiation. The two parties have
different views, this is what finally gave birth to the negotiation process so that it can reach
common ground from these different points of view.
In essence, negotiation involves two or more parties interacting with each other in order
to reach a mutual agreement and achieve the desired goals of both parties involved in the
negotiation. In addition, negotiation can also be defined as an activity carried out to achieve
a situation that is acceptable to both parties. One of the reasons negotiation is needed
generally occurs when the interests of a person or group depend on the actions of other
people or groups who have these interests and must be achieved by cooperating.
Based on this, if negotiation is interpreted as "the cheapest bid" or "getting the most
profit" is wrong. The cheapest offer will
making a small profit for the company, while the biggest profit will actually make the client
reluctant to work together again. It could be that in one negotiation that ends with our
biggest profit but in fact makes the client tired and finally does not want to work together
again.
Negotiator:
A negotiator is a person who acts as a negotiator in the negotiation process. A negotiator
must have knowledge, skills, and intuition in conducting the negotiation process. Each
negotiator has his own negotiation style, as for the negotiator's style is as follows:
a. Collaborator type
Negotiators who have the goal of getting everything are courageous in the face of
problems and have a creative transactional style.
b. Fighter Type
Negotiators who are task-oriented are very high or serious, and will fight to the end to
achieve the targeted goal.
c. Compromostic Type
A negotiator who seeks compromise in overcoming problems
d. Fraudulent Negotiator Type
Negotiators who do everything possible to defeat us, if necessary falsifying data and
other actions so that their side wins the negotiation.
Types of Professional Negotiators
Negotiators who know what they are negotiating and know how to get what they want.
This type also has the knowledge and know-how to negotiate well.
e. The type of negotiator who plays dumb
This type of negotiator tends to want both sides to lose. This type does not care about
what is done in the negotiation process. To anticipate something like this, we must
understand why the opposing party uses this type of negotiator.
f. Naive Negotiator Type
This type of negotiator is not prepared to negotiate, does not know the subject matter to
be negotiated, and even tends to blindly trust the opposing party.
Objectives, Benefits and Principles of Negotiation
Negotiating is not just about having a discussion with a client somewhere but about
reaching an agreement on a proposal and finding the best way to achieve it. In general, the
goal of negotiation is to produce a win-win solution through mutual understanding of both
parties, and obtain what both parties want without being disadvantaged.
Some of the objectives of negotiation in business are as follows:
a. Obtaining an agreement
This agreement contains similar perceptions, mutual understanding, and mutual
agreement. Through negotiation, both parties will express or discuss their respective
wishes. The dependence that exists between the two parties underlies the opportunity to
fight for an interest that leads to a mutual agreement.
b. Getting a solution
Another goal is to get a way out or solution to a problem, so this negotiation process is
carried out. Negotiating has an interest in reaching a solution, with a mutual agreement
to resolve the problems that exist between the two parties and produce a solution to the
problem.
c. Getting benefits
Negotiation itself cannot guarantee a smooth process. Both parties must be careful in the
implementation of the process and must also consider the conditions of both parties so
that there is no mutual harm.
After discussing the objectives, we will discuss the benefits that can be obtained in the
negotiation process in the business world, namely:
a. To obtain or create cooperation between business entities or institutions or individuals
to carry out an activity or joint business on the basis of mutual understanding. The
cooperation of both parties will create interrelated business transactions that create
interrelated business transactions.
b. To establish a broader business relationship between both parties.
The negotiation method to be used must be prepared in advance just like in business
message writing. It is therefore necessary to know the general principles of negotiation
(Lumumba, 2013):
- First, negotiations must be negotiable, which means that the issues or matters being
negotiated are worth negotiating.
- Second, those in a negotiation situation are two or more individuals, two or more
parties, a group or organization, as well as a country that has a common substance.
- Third, there are differences in interests between two or more parties, i.e. what one party
wants is not necessarily the same as the other party.
- Fourth, negotiating parties are premised on the idea that they can utilize some form of
leverage to get a better deal between the two parties.
- Fifth, the parties chose to seek an agreement or settle the solution by negotiation rather
than an open fight.
- Sixth, with negotiation, each party hopes to give and receive in the form of modifying
existing requests or demands to find a solution.
- Seventh, the negotiation is voluntary. The point to be conveyed is that negotiations are
conducted by the parties purely for their own needs and interests.
- Eighth, negotiations are carried out to obtain a goal, agree on a mutual agreement, fulfill
mutual and individual desires, and accept differences from each other's interests and
compromise on them.
- Ninth, the negotiation is an ongoing process
- Tenth, negotiations can use a third party when it is felt that it cannot be resolved from
the team that has been prepared by each party.
In negotiations, it is also necessary to pay attention to things that can influence, according to
several experts there are several factors that must be considered, namely:
1. Mastering the root of the problem
Before starting negotiations, it is necessary to know what the initial problem is, is it
necessary to negotiate? This is seen from of the problem, if the problem is ambiguous and
complicated, needs to be understood so that there will be no misunderstanding in the
negotiation.
2. Level of conflict
What is the intensity of the issue at hand? Are there emotions that will be involved in the
negotiation? These questions should be examined so as to take into account the situation
that might occur later.
3. Action Priority
How important is the action to be taken, is it necessary to go as far as the negotiation
process?
4. Characteristics of Opponents
In addition to internal measures, it is also necessary to examine external measures by
ascertaining the background or characteristics of the counterpart in the negotiation.
5. Differences in position
The difference in position will not be a problem when both parties have good intentions
but will become a problem when one party wants to show power and impose its interests.
6. Destination
As it is known that in negotiations there is ultimately a common goal, or what the ideal
goal is for both parties. The goal here is to estimate the opponent's goals, so that you can
plan and anticipate the course of the negotiation. Things that can be done by empathizing
and being able to see what the opponent's point of view is like.
7. Impact of losing and Impact of winning
Another thing to consider is what will happen if you win and what will happen if you
lose? How big of a problem will it be if you do or if you lose. Are there any problems that
will arise whether you win or lose this negotiation.
Strategies and Tricks in Negotiation:
A. Strategies for getting agreement in Negotiation
To get an agreement and get the desired goals of both negotiating parties, the following
strategies can be used:
1. Win-win strategy
This negotiation strategy is taken when both parties want mutual benefits. Example:
When online lectures are conducted, many students feel objections due to the use of
large internet quotas, but conditions do not allow offline lectures. So the lecturers took
the policy of continuing to do online by finding the type of online lecture with the
smallest quota and arranging meetings with assignments and video calls so as to
minimize expenses.
2. Win-lose strategy
This strategy is taken when one party takes the biggest advantage and the other party is
forced to accept the negotiation.
3. Lose-lose strategy
This strategy can occur when the two parties cannot find an agreement because they
insist on their respective stances and desires, so the decision taken is not to reach an
agreement or profit.
4. Lose - win strategy
This strategy is employed when one party gives in to gain a greater advantage over the
other.
B. Tricks for a smooth Negotiation
Negotiations will certainly involve communication from all parties and involve many
things. Therefore, there are some tips and tricks so that negotiations can run smoothly,
namely:
1. Have a sharp mind
2. Patience
3. Able to adapt and socialize
4. Focus on the goal of getting a deal or profit
5. Have a sense of humor
Negotiation Process:
Similar to the process of writing a business message, negotiation also consists of three
stages: planning, starting the negotiation process, and evaluating the negotiation.
Planning
Careful planning is the key to a successful negotiation. Things that must be considered from
the negotiator in this stage are as follows:
- Realizing that different negotiation situations will require different basic strategies is like
changing the level of attention to aspects of the other party.
- Clarify goals and objectives to be achieved
- Understand and define the key issues or interests at stake in the negotiation and be able to
focus on what is important to achieve.
- Discuss with opponents to sharpen and refine the agenda of discussing issues, interests and
goals.
- Negotiators must be able to predict the possibilities that will occur during the negotiation
process, so that they can predict and make backup plans.
- Understand the counterparty/other party such as the principles to be practiced in negotiation
- Developing arguments for the negotiation process and improving skills
negotiator
Starting the Negotiation Process:
After the planning stage is carried out, the next step is to start the negotiation process.
The process of starting is by conveying to the other party what the wishes and demands of
the negotiation process are. When conveying the purpose of communication carried out by
the negotiator, the negotiator must be careful not to go straight to the point but can wait for
the right time when both parties are ready, convey the main wishes clearly and briefly,
emphasize that the desire of the negotiator is to achieve mutual desires, and provide space
for bargaining in the process.
Negotiation Evaluation:
After the planning process and starting the negotiation, the last thing is to make an
evaluation of the entire series of negotiation implementation whether it is a success, delays,
or failures. These results can be used for the next negotiation process, so that even though
the negotiation process has been completed, it does not mean that it is completely finished
because later it may continue in other negotiations. Based on this, the negotiator needs to
make a record of what has been agreed and given to the other party so that the agreement
that has been agreed and decided can be implemented properly.
Other factors in negotiation:
Advantages of negotiation:
o Knowing the opposing party's view
o Opportunity to have your say and be heard by the opposing party
o Allows for joint dispute resolution
o Seeking the best solution that is acceptable to both parties
o Not bound to the truth of facts or legal issues
o Can be organized and terminated at any time
Negotiation weaknesses:
o Cannot run without an agreement from both parties
o Ineffective if done by parties who are not authorized to make decisions
o Difficult to run if the position and power of each party is not balanced
o May reveal strengths and weaknesses of either party
o Can make unfavorable deals
Conditions for Effective Negotiation:
o Willingness to resolve problems and negotiate willingly
o Have readiness to negotiate
o Has decision-making authority
o Having a balance of power (equal barganinig power) exists as interdependence
o Involvement of all parties
o Holistic discussion of the whole
o There is still communication between the parties
o The dispute is not too complicated
Negotiation Ethics:
Ethics are rules of behavior, human customs in the association between each other and
emphasize between right and wrong. If we relate it to negotiation, negotiation ethics has an
understanding and awareness to fulfill the rules or laws and moral activities of professionals
or negotiators involved in the negotiation process. It refers to the planning process to the
evaluation and implementation of the results of the negotiation process.
There are three views on negotiation ethics, namely:
1. The it's game poker school
The discussion of poker is the view that negotiation is a game with certain rules or so-
called laws. A negotiator is said to be ethical if he/she conducts the negotiation within
the prescribed rules and if the negotiator does something outside the rules, it is said to
be unethical. However, it is very natural that in the negotiation process there is bluffing,
which is a game within the concept of negotiation.
2. The "Do the right thing even if it hurts" Idealist school
This idealistic view differs from the poker school and does not recognize that lying or
treating negotiation as a game is wrong. This view considers that negotiations should be
conducted honestly without deception. In this view, the negotiating parties are
reconciling differences and disputes and thus use social aspects to benefit both parties.
3. The "what goes around comes around" pragmatic school
This pragmatic view is similar to the idealistic view that it is not good to use deception
in negotiations. This view considers that lying in the negotiation process is not good and
will damage one's credibility in negotiating.
Conflict in Negotiation:
In communication, it is very natural to establish good relationships or trigger
misunderstandings that can result in conflict. This also happens in negotiations because the
negotiation process is a meeting of one or two more people who negotiate where in the
negotiation process, the negotiation process is a meeting of two or more people who
negotiate. The process can result in bad relationships or conflict. Conflict generally occurs
when there is a difference in views between two individuals that causes problems.
When conflict arises, we need to resolve the conflict so that the negotiation can run
smoothly. In overcoming the conflict, you can do three things as follows:
1. Ensure proper handling of the problem
It is necessary to know whether the problem is a conflict between two parties or a
personal relationship problem. If it is a personal issue, it must be resolved properly so as
not to interfere with the ultimate goal of the negotiation. This often happens so it should
be avoided by respecting others, not belittling others, and making sure both parties see
the facts.
2. Choose one of the conflict management
In its implementation when conflict is very important to be able to manage the conflict.
Here are some ways of conflict management:
- Competition
Competition is an activity to achieve goals by defeating others, overcoming each
other, and fighting between two individuals or between groups for the same object.
In negotiations, this competition can be in a negative or positive form, this selection
will return to each party and the ethics adopted by each party.
- Avoiding conflict
The conflict avoidance style is a suitable thing to use when you want to postpone
negotiations. If during the negotiation it turns out that no decision or agreement is
found, then one of the things that can be done is to postpone the negotiation. When
delaying this can look for other information that is important for conflict resolution.
What we need to know is that conflict can sometimes be constructive in
negotiations, because an atmosphere that is too calm sometimes makes negotiations
too static and it is impossible to get progressive solutions.
- Compromise
Compromise is an attempt to reach an agreement between two opposing sides or
parties. Compromise
is the concept of getting an agreement through communication. Compromise is
done so that differences of opinion or cross opinions can be resolved by making a
new agreement that is considered mutually beneficial to both parties or no one party
is disadvantaged by the resulting agreement.
- Cooperation
This method of cooperation is practiced when both parties are eager to fulfill their
own goals. To use this method we must take the initiative to lead and attempt to
steer the project in our favor.
Communication Techniques in Negotiation:
Communication is one of the things that happens in the negotiation process. In
negotiations, communication can occur in two or more people according to the context at
that time. In a negotiation, there are often debates, arguments, answering questions, and
listening to other people's opinions and proposing an idea or opinion. Communication in
negotiation consists of non-verbal communication, and verbal communication. However,
non-verbal communication in negotiations is more important than verbal communication.
This is because in accordance with the strategies and views in negotiations the need to read
the situation is very good for negotiators. One way to read the situation is by understanding
the non-verbal communication of the opposing party.
Nonverbal Communication:
As discussed, to understand the wants and needs of the opponent in negotiations, it is
necessary to assess non-verbal communication, namely through body gestures. Gestures are
movements that a person unintentionally makes when expressing his or her opinion.
Examples of nonverbal communication:
"I'll bet the team leader was interested in my opinion, because during the meeting he listened
to what I said and his eyes lit up and he nodded every time I said my idea."
From this example, it can be stated that not only oral communication can express the content
of people's hearts but body movements or gestures can also be a sign in communication.
Things to look out for in negotiations are as follows:
Hand Gestures:
There are many habits of people in their hand gestures to reinforce the message they
want to convey. One example is holding an object, moving hair, holding hands
unconsciously while talking. Some hand gestures can give meaning, such as pointing,
offering with an open hand model up, giving a sign sometimes by lifting the palm up. In
addition, there are several other things such as the way of shaking hands can indicate the
type of person who is hard, close, weak or strong. Generally, a strong handshake is a sign
that the other person is arrogant, but if it is weak, it is a sign of a person who lacks
confidence.
How to sit:
The way you sit can convey a strong message of hierarchy. Pulling a chair closer to a
table across from another person automatically puts one in a controlling position. Leaning
your back against the back of a chair with your arms back and one leg crossed can be
interpreted as conveying a sense of superiority. When the body is tilted backwards, it
indicates that one is moving away from the position one wants to talk about.
Facial Expressions:
One of the things in non-verbal communication with facial movements, smiling
sincerely, sarcastically, blinking eyes, sad eye movements indicate boredom, turning your
face when avoiding something. Looking away is not always a sign of lying, it can also be to
divert attention from things that are unpleasant to see in front of him. In addition, as a
negotiator it is important to be able to read the shape of the face from gestures made from
smiles, eyelid gestures, gestures in terms of holding the nose. All of these things have their
own meaning therefore it is very important for a negotiator to be able to train the ability to
be able to read facial expressions well.
Verbal Communication:
The form of verbal communication has been discussed in the previous chapter, in this
case it is the same as when negotiating, it is necessary to pay attention to the type of
communication from the other party so that no communication errors occur. Delivering
messages clearly is one of the important things in negotiations, therefore avoid saying words
in a hurry and open yourself to the situation so that you can read the message conveyed by
the interlocutor.
Tips for Successful Negotiation:
o Letting the other party speak first
In both informal and formal negotiations it is better to let the other person speak first.
This way we will know whether the other party has prepared well, who is the
spokesperson and key jurors of the opposing party.
o Utilize the calm atmosphere
In a calm atmosphere, sometimes without realizing it, people will be more open and end
up saying things to cover the silence more openly without thinking.
o Setting up our problems and their problems
A good negotiator will find out the problems of the opposing party and also prepare
problems from his side so that he can plan well and anticipate events that might occur.
o Must always speak the truth
Negotiations should be based on a fair exchange of information and are essential in
making a deal.
o Must negotiate with the right people
A negotiator must be able to know who is authorized to make decisions. So that it can
consider how the negotiation style and strategy that the negotiator will take.
o Must avoid internal divisions
Each designated team member in the negotiation must maintain cohesiveness both
inwardly and outwardly. Disunity can be a weapon taken by opponents
to take advantage of their side. Cohesiveness is not only in terms of communication but
must also be seen from non-verbals.
o No rush
As the negotiation process does not always happen in the short term, it is advisable not
to rush to minimize possible mistakes.
o Speak in a soft voice
During the negotiation process, you are expected to maintain a soft and neutral tone of
voice.
o Seeking agreement not victory
Keep in mind that the goal of negotiation is to solve problems and reach an agreement
so it is not "winning" that is being fought for.
Business Messaging Strategies In Companies (Routine And Positive Messaging:
Routine messages are business messages that are routinely carried out repeatedly and
require a quick response. Professionals or companies often correspond with routine
messages, both outgoing and incoming letters. Routine messages are structured with three
parts: letter opening, letter body, and letter closing.
1. Guidelines for the opening section of a routine message:
a. Use a direct approach, which means that the main idea is presented right at the
beginning of the message.
b. The direct approach is delivered with politeness and a "you attitude" strategy. Use the
words "please" or "please" instead of direct requests with a command tone.
c. Make specific requests.
2. Body part guidelines on routine messages:
a. Use the body of the message to explain in more detail the request in the opening section
and start with the most prioritized request to be answered.
b. Share the benefits that the recipient may receive if they respond or answer the request.
c. Divide complex requests into sections to make it easier for the recipient to read and
respond.
3. Guidelines for the closing section of a routine message:
a. Provide the sender's contact details for the recipient to give feedback.
b. Say thank you
c. State the deadline for response to the request.
The following are three types of routine messages that are commonly done in daily business
activities:
1. Routine messages to request information or action:
Examples of routine messages of this type are outgoing and incoming letters, memos of
goods orders, internal company memos between divisions, etc.
Planning stage on routine messages requesting information:
a. Situation analysis
Make sure that the purpose of the message is to request information from the company.
b. Gather information
Gather complete and accurate (accountable) information.
c. Choose the medium and channel of information
Email is an effective medium for requesting information as it allows uploading
necessary attachments.
d. Organize information
Clarify information with strategic data collection and delivery.
Writing stage on routine messages:
a. Customize to the reader/recipient of the message.
Show it with a "you attitude" writing style that emphasizes the reader's needs,
politeness, and clear (unambiguous) language.
b. Write a message
Make it in a language that both the writer and the reader understand in a conversational
style but still business formal.
Completion stage on routine messages:
a. Message revision
Re-evaluate the content of the message and omit some unnecessary explanations.
b. Message production
Keep the email simple and easy to read by breaking it down into sections on one
complex topic.
c. Proofread the message
Evaluate and improve each piece of writing word by word, spelling, and overall layout.
d. Distribute the message
Send messages through the company's email system. This system is better and shows
professionalism than personal emails.
2. Routine messages to submit recommendations
An appreciation of a person's achievement or credibility can be given in various forms in
the business world, for example by promotion, contract extension, or even financing further
education or scholarships. The appreciation will be written in a letter of recommendation
where the head of the organization will provide a description of a person's expertise, ability,
credibility, integrity, character, and suitability for a particular job. However, requesting this
letter of recommendation requires the skill of submitting a request for permission to use the
person as a reference.
This request for a letter of recommendation can be done with a direct approach where the
purpose of the message is explained at the beginning or opening of the message. Similar to
the routine message writing to request information or action in the previous discussion, the
message should clearly state the purpose (e.g. for promotion or scholarship) and ask the
reader to write a recommendation.
Example of routine message writing stage for scholarship recommendation request
1. Planning stage
a. Situation analysis
Make sure that the request for a recommendation letter is addressed to a credible
party such as a professor at your previous university.
b. Information gathering
Clarify the information when writing by gathering data on the course, place, and
time you were taught by the professor to help him/her remember who you are.
c. Choose the medium and channel of information Convey the request for a letter of
recommendation by letter or email. Practically speaking, you can use the additional
medium of a direct phone call either at the beginning before the letter or email is
sent and/or after the letter is sent to ensure the recipient's willingness to provide a
letter of recommendation.
d. Organize information
Use a hands-on approach when requesting a letter of recommendation.
2. Message writing stage:
a. Customize to your audience
Show it with a "you attitude" writing style that emphasizes the reader's needs,
politeness, and clear (unambiguous) language.
b. Write a message
Make it in a language that both the writer and the reader can understand in a
conversational style but still business formal.
3. Message completion stage
a. Message revision
Re-evaluate the content of the message and omit some unnecessary explanations.
b. Message production
Keep the email simple and easy to read by breaking it down into sections on one
complex topic.
c. Proofread the message
Evaluate and improve each piece of writing word by word, spelling, and overall layout.
d. Distribute the message
Send a message directly to the professor'
s
email address or work address.
3. Routine messages to make claims and request adjustments:
Claims occur when consumers are dissatisfied with the products or services provided
by a company. These demands still need to be conveyed professionally in accordance with
ethics so that the problems conveyed can be responded to immediately and get solutive
action.
The step after submitting a claim is a request for adjustment, which is the final stage
of the transaction when the company completes the delivery of goods or services and has
received payment from the consumer.
Some guidelines on filing claims and adjustments:
a. The opening part of the message directly conveys complaints, complaints, and
perceived problems clearly and remains calm in tone by not showing emotion or anger
which will actually bring up the defense mode of the recipient or company.
b. The body of the message contains a detailed explanation of the complaint or claim such
as product details, problems caused when using the product, and so on. The details of
this claim are also reinforced with supporting attachments as verification needed by the
recipient such as invoices, purchase receipts, and other supporting documents relevant
to the claim submitted. Make sure if you have to send physical data, then send it in the
form of a copy and keep the original document.
c. The closing part of the message contains a request for follow-up on the claim
specifically in accordance with expectations and can end the message with a statement
that if the claim can be handled properly, the cooperation and business relationship in
the future can continue.
d. In adjustment requests, the message can be as specific as replacing a defective item that
has been shipped with a new one or requesting a refund for an item that is not in stock.
Strategies to reply to regular and positive messages.
In business activities, we not only send routine messages as described above, but
other parties whether consumers, suppliers, or other business partners will do the same and
we need to reply and respond to these routine messages. These routine messages can be in
the form of positive replies to other party requests, delivering good news announcements,
approving and replying to claims or complaints submitted, providing recommendations and
references, providing details requested by other parties, answering all questions requested,
etc. All information and responses made in a professional and positive manner will certainly
leave a good impression and image in the eyes of business partners and consumers.
Some guidelines for writing routine and positive message replies:
a. The opening section starts with the main idea using the direct approach. The main idea,
which is the reply to the message, is conveyed clearly and concisely, and discards
information that is not very important so that the main purpose is still clearly conveyed.
b. The body of the message can be delivered in a positive manner even for negative request
messages, such as a claim from a customer who is disappointed with the company's
product or service. This section can also be more valuable to the recipient if the company
proactively offers alternative solutions to the claim or perceived problem.
c. The closing part of the message is short and simple because of the overall neutral tone of
the message and there is no request for a reply or time limit for the recipient.
Here are six types of routine and positive messages:
1. Answer requests for information and actions:
The direct approach is used to make the reader or recipient clear about the sender's
intentions. The optimal recipient of a routine message is :
a. To answer and respond to any questions asked.
b. To give the recipient a good impression and image of the company.
c. To encourage continued cooperation and increased sales
2. Provide approval and follow-up on claims and adjustments:
Every company strives to provide and produce the best products and services for
consumers. However, errors and defects in products, especially for mass products, are
inevitable. The complaint filed is a turning point in the cooperative relationship for both
parties. If the company can handle and act on every complaint properly and solutively, then
consumers will be much more loyal than before because this shows the company's
seriousness about customer satisfaction. But the opposite will also happen if the company
does not handle it well, then the cooperation relationship will be interrupted by the bad
experience.
Some important points in responding to and following up on claims are as follows:
a. Learn the details requested by the consumer along with verifiable proof or receipts.
b. Express the company's sympathy for the customer's disappointment
c. Provide concrete personal steps that demonstrate corporate responsibility.
d. Describe the solution steps to resolve the problem or claim.
e. Repair the relationship by giving a positive statement of expectation that customer
satisfaction is the company's priority.
f. Make sure that the response and follow-up offered meet customer expectations.
g. Do not look for scapegoats for or blame the problem or claim on other parties in the
company.
h. Do not apologize without good faith and not sincerely
i. Do not promise a solution that cannot be fulfilled.
3. Provide letters of recommendation and references:
In career development, a person needs to get a form of legitimacy for credibility and
integrity at work, one of which is through a recommendation or reference from a leader at a
previous job. Providing a letter of recommendation is part of a routine message that will be
given to candidates who will apply to other companies.
The goal of giving a recommendation letter about the candidate is to convince the reader
or the head of the company that the candidate has the ability and expertise for the position,
tasks, and targets needed by the company.
Some of the details that can make an effective recommendation letter are :
a. Candidate's full name
b. Position or objective sought by the candidate
c. Relationship of the recommendation writer to the candidate
d. Some factual data related to the candidate's performance so far.
e. Comparison of the candidate to other employees (can include achievements made while
working in the recommending company)
f. Overall evaluation of the candidate
A letter of recommendation is a form of endorsement or approval of a person, so every
detail written will present the reputation and image of the writer. If the recommender is not
convinced that the candidate is competent enough for the new position or job, then it is best
not to write a recommendation letter at all. If the next employer accepts the candidate based
on the letter of recommendation, and the letter was written with a lack of confidence in the
candidate's suitability for the opportunity, then any negative things that happen to the new
employer will be at odds with the recommendation, and this can lower the reputation of the
recommender.
4. Share routine information:
Some examples of routine information are project updates, market updates from the
stock market, order status notifications, etc. This routine information that is shared is usually
more neutral with no specific reaction or response required. However, there is also some
information that will have different perspectives from the company and employees. For
example, changes in procedures and policies for the sake of company efficiency. This gives
the benefit of cost savings for the company, but another perspective can be generated for
employees that this cost savings does not also make the company directly increase employee
salaries. When the information to be shared has the possibility of a less positive view from
the reader, the body of the message should focus on the positive and benefit the reader.
5. Goodwill announcement
Goodwill means positive feelings that encourage people to maintain good
relationships in business. Goodwill messages mean business messages that make a positive
and pleasant impression on colleagues, customers and business partners with a friendly tone.
Goodwill messages can use a direct approach.
Example of a goodwill message:
a. Congratulations
Congratulations can be directed to a company or individual for a significant work
achievement. In addition to business-related matters, goodwill can be conveyed for more
personalized greetings such as birthday, wedding, graduation, and other non-business
achievements (e.g. winning certain competitions outside of business). A well-received
goodwill message will encourage stronger business relationships.
b. Acknowledgments
The quality of leadership in the company can be shown through the ability to recognize
and appreciate the contributions made by employees, colleagues, suppliers, and other
business partners who have helped the company. This appreciation message needs to be
specifically structured in the body or body of the message by mentioning the person who
will be given the award.
c. Condolences
A condolence letter is a personal message as a form of sympathy to comfort a party
or business partner who is mourning the death of someone significant in their life. The three
main principles of creating this condolence message are: brevity, clarity, and sincerity.
Timing is also important to show concern for the business partner, and the sooner the
condolences are sent, the more comforting it will be for the reader.
In addition to choosing the right time, the medium used will also have a different impression
on the reader. Writing your condolences physically by hand will show more genuine
sympathy than sending them via email.
The opening part of the condolence message begins with a sentence statement that
shows sympathy. Then, the body of the message or content can show the positive
contributions that have been made over the years. Finally, the closing part can be written
with a statement of support such as "You can contact me if you need anything at any time".
Expressing condolences should focus on the recipient by emphasizing feelings of sympathy
for the loss of the business partner, not on the emotional loss and deep sadness of the writer
or sender of the message.
It's best if the condolence message doesn't include any life advice or religious
references, but simply adheres to the three principles mentioned above.
WRITING PERSUASIVE MESSAGES
Material Description:
In the business world, one's success can be measured by how persuasive skills are both
internally and externally. Persuasion is an effort to change the behavior, beliefs, or actions of
others for a specific purpose. The skill of conveying information persuasively internally, for
example, convincing the CEO of the company to expand the business by opening a new
branch in a certain location. While persuasive skills externally, for example when a
marketing staff persuades or convinces consumers to buy the company's latest product.
Persuasive message writing is more challenging than routine message writing because it
allows for an exchange of value between the two parties (e.g. a product offered for money
given by the consumer) and influences someone who is inclined to defend their ideas,
perceptions, or beliefs. However, a professional businessperson views this persuasive
activity as providing choices and presenting each offer with a better perspective.
Business message writing process in persuasive messages
1. The planning stage in persuasive message writing
A. Situation analysis
A professional can categorize the reader's needs with some specific information below:
a. Demographics include age, gender, job title, income, education level and other
measurable characteristics.
b. Physiographics include personality, behavior, lifestyle, and other psychological traits.
c. Motivation is a combination of several factors that can influence and give satisfaction
to a person in fulfilling their needs. For example, the persuasion message of an Iphone
brand smartphone will be more effectively received by those who are motivated to
fulfill pride in using it than for those who are more focused on function and budget in
buying a smartphone.
B. Information gathering
a. Choosing the right medium and channel
In presenting a persuasive message, it requires expertise in looking at the available
media options carefully and choosing the best combination that produces an optimal
persuasive message (effective for the audience and also meets cost efficiency).
Advertising companies are usually quite competent in gathering information that can
produce optimal persuasive messages by presenting these messages on multiple
channels and media so as to address each audience's different needs and preferences.
b. Organizing information
Advertising professionals and organizations have challenges in presenting information
in persuasive messages because often persuasive messages are not well received by the
audience. This can be overcome with some guidelines for information preparation:
1. Perspective on the purpose of persuasive messages
Use a "you attitude" by focusing on the audience's perspective and offering
products that can help or fulfill the audience's needs.
2. Limiting the scope
A professional needs to limit the scope, field or range of ideas that emerge by
focusing on one main idea, problem formulation, and opportunity that the audience
is primarily focused on.
3. Approach Technique
Persuasive messages can use two approaches depending on the openness of the
audience in receiving the message.
The indirect approach is used by explaining reasons and building audience interest at
the beginning, before directly asking for a decision or action. Meanwhile, the direct
approach can be used if the message is delivered to an audience that has a close
relationship with the sender of the message and has message content that tends to be
neutral or has a high chance of being welcomed.
The choice of direct or indirect approach in a persuasive message is also influenced
by a person's authority, power, expertise in the organization. The more a good
reputation has been established by a professional for his authority, expertise, and power,
the easier it is for persuasive messages to be received by the audience so that they can
use a direct approach.
2. Persuasive message writing:
Some guidelines in writing persuasive messages are:
a. Present your credibility so as to build audience trust when receiving persuasive
information.
b. Use language that is simple, concise, and easy for the audience to understand.
c. Present valid evidence, facts, and data that support any claims or promises made.
d. Identify information sources
e. Look for similarities that may exist between you and your audience in terms of beliefs,
perspectives, experiences and then amplify on that information.
f. Keep presenting information objectively, fairly, and with logical arguments.
g. Present your goodwill by providing the best option for the audience
h. Don't use "hard sell" tactics by constantly focusing on getting your pitch accepted, but
instead present it with factual data, evidence, logical arguments, and narratives that can
generate audience interest.
3. Persuasive message completion:
The production of a persuasive message will reflect on the credibility of the
messenger, hence the need for revision and proofreading before the message is delivered. To
review the draft, engage the help of colleagues who are experienced in dealing with the
intended audience. The method of distributing the message should also match the
expectations and preferences of the audience.
Persuasive messages can be divided into two types, namely:
a. Persuasive business messages:
This message relates to how to convince business partners to open a new project, enter the
business through a partnership system, etc.
The success of a business person can be measured by the ability to encourage, influence, or
persuade business partners to accept new concepts, change old habits, or realize plans on
proposals and recommendations.
The process of writing a business message has 3 stages: planning, writing, and finalizing. In
this process, there are four important strategies in preparing persuasive messages, namely:
1. Framing the argument:
As explained above that persuasive messages usually use an indirect approach, the
organization of the message includes four important phases known as the AIDA model.
a. Attention.
The first and foremost goal before moving on to the next phase is to persuade others to
listen to the idea, new product or issue being raised. In an advertising company, for
example, by giving a combination of flashy colors and catchy jingles to advertise
children's food products.
b. Interest
Businesses need to provide additional information and explanations regarding the
specific benefits that will be provided. For example, in the example of children's food,
provide an explanation of the nutritional content and nutrients needed by the child's
body.
c. Desire
Provide a detailed description of the idea or product so that the audience feels they need
the product. In this phase, factual data related to the product or comparison with some
similar products in the market can be presented.
d. Action.
Direct the audience to take decisions and actions as desired by the sender of the
message. For example, by giving promo prices within a certain time frame.
2. Balancing the attraction:
Persuasive messaging needs to balance both emotional and rational aspects. Delivery with
less emotional appeal can make the audience reluctant to respond. However, excessive
emotional delivery can actually shape the audience's perspective that the communicator
ignores important things in business or is irrational. Balance is required throughout the
persuasive messaging process.
a. Emotional appeal
Emotional appeals are the efforts of a communicator that relate to the feelings and
sympathies of the audience, more than information related to facts, figures, and rational
arguments. It is the vanguard of getting the audience to respond by delivering words
that affect the audience's emotions.
b. Logical appeal
Logical appeal is the communicator's attempt to convey reasons and evidence that can
appeal to the audience's logic. The following are some strategies for delivering logical
appeals:
1. Analogy
The presentation of reasons uses analogous sentences by borrowing a more familiar
situation to explain something that is not common or familiar.
2. Induction (special to general)
Presentation of reasons by providing specific evidence with a broader or general
perspective.
3. Deduction (general to specific)
Presentation of reasons by providing specific conclusions from broader or general
data.
Delivery of persuasive messages with any approach still allows for misinterpretation
from the audience. Here are some things that should be avoided in delivering persuasive
messages:
a. Avoid making a conclusion or generalization based on a small amount of invalid
evidence or data. This happens when a logical argument with an audience is based on
only a small number of events that are then generalized to be the root of the problem.
b. Avoid the logical fallacy of circular reasoning. This means when a communicator tries
to make a claim supported by a follow-up sentence or claim with different language but
the same meaning.
c. Avoid attacking the interlocutor. Make sure that logical arguments made on competitive
arguments from competitors or comparative arguments from consumers are responded
to with arguments related to the product or object offered, not subjectively attacking the
opponent's personal character.
d. Avoid simplifying complex information in favor of data that only suits the
communicator's needs in supporting his persuasive activities.
e. Avoid mistaken assumptions of cause-and-effect events. This means that
communicators can't just jump to the conclusion that an event is caused by one or a few
small things. For example, when product prices drop, sales increase. This assumption
cannot be made without research or data on other possible causes. It could be that the
increase in sales occurred due to more attractive advertisements, global economic
conditions, etc.
f. Avoid false analogies. This happens when a comparison of two similar objects is linked
to something else that is claimed to be similar. For example, when Rina and Sari have
the same GPA, then Rina and Sari will automatically have the same opportunity to be
quickly accepted at a well-known company. Another example in the scope of business is
when Ari and Farid have the same work experience in marketing, then the performance
of both will be equally able to achieve the company's sales target.
g. Avoid illogical support by including supporting data that is irrelevant to the main idea
or product being offered.
3. Strengthening your position:
Look for data, evidence or other supporting factors for persuasive information that
can strengthen your offer and credibility. The choice of words and phrases can support
persuasive messages to be more accepted by the audience.
4. Anticipate objections:
The delivery of persuasive messages allows for resistance from the audience that
leads to a statement or attitude of objection. Before the audience's objection is conveyed, the
communicator should be able to anticipate at the beginning. For example, when talking
about product quality, the communicator can open the issue at the beginning with a
presentation of the pros and cons before getting questions or expressions of objection from
the audience. Some arguments regarding objections can also be thrown back to the audience
as an effort to ask for solutions. The audience will be more open to expressing their
aspirations and creating solutions together.
Some common persuasive messaging mistakes:
1. Using "hard sell" tactics. This style of persuasive approach occurs when the
communicator uses language, delivery style, and behavior that pressures the audience
to make an immediate decision in accordance with his or her personal desires and
targets, outweighing his or her concern for the audience's needs and satisfaction.
2. Refuse to compromise. Successful persuasion is often a process of take and give,
where you won't always get what you ask for due to budget constraints, investments
and other commitments.
3. Relying solely on big arguments. On some issues, the communicator may already
have a major logical argument when the audience responds with resistance. The
delivery of those big, factual arguments is sometimes no better and less easily
accepted by the audience than when the communicator weaves them neatly into a
story.
4. It assumes that persuasion is a one-time effort that can be felt immediately.
Persuasive efforts are more effective when the communicator persistently takes small
steps to build long-term rapport rather than expecting big steps from the audience
that match the communicator's expectations or targets.
Throughout your career, you must be inseparable from persuasive activities both
internally to colleagues or leaders in the organization and externally related to consumers or
customers business partners. In fact, some routine messages can be made persuasive for
unusual outcomes or when you have been treated unfairly.
Some forms of persuasive messages commonly found in the business world are:
1. Persuasive request for action
For requests that have a high chance of being welcomed and accepted by the
audience, communicators can use the direct approach. However, for requests that require
more effort in convincing the audience, the communicator can use the AIDA model as
described above. The target of applying the AIDA model in persuasive messages for action
is:
a. To gain credibility both personally and for the request itself.
b. To make the audience believe that by helping to fulfill the request you can significantly
address the main problem.
2. Persuasive presentation of an idea or ideas:
The main goal of a persuasive message is to present a new idea or notion and
convince others to reconsider their long-held opinions on an idea versus a new idea or way
of thinking. An example is the persuasive presentation of a new idea initiated by Gojek
founder Nadiem Makarim. Based on the simple experience of personal comfort and
effectiveness of using motorcycle taxi services for mobility in the capital city, Nadiem then
presented his new idea to the public and also his business partners to shift the conventional
way to digital-based for the use of motorcycle taxi services.
3. Presentation for claim submission and adjustment request:
Claims and adjustment requests have been discussed in the previous chapter as a
form of routine messaging delivered with a direct approach. However, in practice, not all
claims and adjustments end up being fair to consumers after following the applicable rules.
This condition allows the use of persuasive messages. The essence of this type of persuasive
messaging is to continue to convey the problem and settlement expectations in a calm, clear,
and concise manner. Also provide a persuasive explanation that every consumer has the
right to full customer satisfaction for the product or service that has been used. Provide
logical reasons and statements that lead to consumer confidence in the company's moral
responsibility by fulfilling the claims and adjustments requested.
Develop marketing messages and sales messages:
Marketing and sales messages share the same basic persuasive message technique of
encouraging or convincing others to enter into a commercial transaction. There are key
differences between marketing messages and sales messages.
A marketing message is an information exposure that encourages potential buyers to make a
purchase process without asking for immediate decision-making and action. Marketing
messages focus on introducing new products and directing potential buyers to visit websites
or other digital promotional media.
Sales messages are an extension of marketing messages, where messages are created to
encourage potential buyers to determine the direct purchase of products or services offered
at that time.
The stage of writing persuasive marketing messages and conventional sales messages
1. Sales and marketing message planning
a. Assessing audience needs.
As with any business message, the planning stage starts with studying the needs of the
market from size, weight, packaging, to the emotional and logical appeal of the audience's
preferences.
b. Analyze your competitors.
Marketing and sales messages will not be separated from messages from competitors aimed
at the same audience. In the same industry, it is necessary to have the expertise to provide
messages that are unique and different from other competitors. For example, in the banking
industry, offering to attract new customers to open an account will have its own challenges
in the midst of many banks with various promotions.
c. Determine selling points and benefits offered
After knowing the needs of the audience and looking at alternative offers from competitors,
the communicator needs to determine the selling points and main benefits of the product or
service.
Selling points are unique features that are most attractive and differentiate a product
or service from other competitors. Selling points focus on the advantages offered by a
product. Some examples included in selling points are location selection, easy access, faster
delivery, lower prices, etc.
Meanwhile, benefits are the advantages that consumers can feel from these selling
point features. For example, Skechers brand shoes have a selling point of offering sports
shoe products at lower prices and good quality with the memory foam feature on the shoe
insole that consumers will feel. These two selling points are quite competitive even
compared to the well-known brand Adidas. The perceived benefit is that consumers can
have good quality shoes that fit the consumer's budget and a sense of comfort in stepping
because of the lightweight shoes.
d. Anticipating purchase objections:
Marketing and sales messages can raise objections from consumers. Communicators need to
address these objections by identifying some of the things that consumers will focus on. For
example, when consumers have a price objection issue, then communicators need to convey
the value or advantages offered that will be equivalent to the price paid.
2. Sales and marketing message writing
Writing marketing and sales messages effectively uses the AIDA model. Some important
points of application of the AIDA model are as follows:
a. Attention
Communicators create business messages that attract audience attention by focusing on
product benefits and advantages. The choice of words, the media used and the
combination of music, visual images, animation and video become an effective
promotional mix that attracts the attention of the audience.
b. Interest
After successfully getting the audience's attention, the communicator needs to build the
audience's interest in the product, service or idea being offered. At this stage provide
details that support the audience's interest in the product.
c. Desire
After the communicator provides initial information to build audience interest, the next
stage is to increase the desire for the product by providing additional information that
can benefit the audience. Information exposure at this stage can be in the form of
product demonstrations, various techniques that can minimize objections and doubts
about the product by providing additional information that can benefit the audience
provide exposure to testimonials from other consumers, competitive advantages with
other competitors, enforce money-back guarantees, customer satisfaction data, etc.
d. Action
The final stage in the AIDA model is to lead the audience to make a decision with a
transactional action.
Writing promotional messages on social media
Conventional marketing and sales message exposure has been successful and
effective using the AIDA model and other similar approaches, but recently there has been a
shift in lifestyle and culture in society with the presence of digital media. Digital media
allows people to find out information widely, even if it is not from the company that is doing
the promotion.
Here are some strategies for writing promotional messages on social media:
a. Facilitate community building.
Provide opportunities for consumers and potential buyers to engage in conversations with
the company that focus on product discussions. Companies can create open forums on social
media, such as Facebook, so that the flow of information is equal for all who want to know
more about the product.
b. Active listening
Listen carefully to the aspirations, questions, criticisms, suggestions, or objections
experienced by consumers. Then, be actively involved in responding to any input from
consumers.
c. Identify and support loyal customers
Companies need to identify loyal customers and reward loyalty to enable long-term
relationships. These loyal customers will become trusted testimonials for other potential
buyers and will be the frontline defenders of the company when there are those who would
bring it down.
d. Be what you are.
The company will get a good response and reputation from consumers if it provides
information openly and facilitates interactive information sharing. This must synergize with
all components of the company such as:
1. Communicative, friendly and informative customer service staff
2. Sales and marketing staff who have credibility and maintain good behavior ethical
3. Quality products and after-sales service delivery
Creating promotional messages on mobile devices
The strategy for creating promotional messages on mobile devices is:
1. The written message should be concise and clear.
2. The application of the digital media chosen by the company must be fast and easy. The
company needs to create user-friendly navigation or respond to each input quickly.
Maintain high standards of ethics and comply with applicable laws:
Persuasive activities are actually a positive activity of a communicator with the exposure of
information and the best alternatives for the audience. However, many avoid persuasion due
to fear of deception and distrust of strangers making offers. High ethical standards need to
be created by imposing a "you attitude" on every audience member and keeping information
honest and open.
As for the legal aspects, communicators need to focus on the following:
1. Marketing and sales messages should be honest and not deceptive
2. Make sure every claim presented about the product is accompanied by valid evidence and
data that can be accounted for.
3. Advertising with "bait and switch" tactics where the company promotes an unavailable
product at a low price to then lead consumers to buy another or similar product at a
higher price.
4. Provide clear rules regarding the product if there are restrictions on the use or provision
of information for minors.
5.Marketing and sales messages are bound by legally enforceable contracts. When the
consumer has agreed to the final offer, then the company cannot fulfill the agreement, the
consumer has the right to file a lawsuit.
6. Intellectual property rights must be adhered to by communicators. Photographic works,
other people's names, or other identities should not be shared with the audience without
permission in order to amplify persuasion activities to the audience.
