The top slice
Start your letter with some good news. Soften the "no." Ask yourself: "Despite my having to say "no," is there anything I can do, anything I can offer, any way I can help, anything I can say to please this customer?" There are always some things good to say. Start your letter with the best of those somethings.
The meat
Explain your "no" in detail. Show that you took the customer's request seriously. Explain the "no" from the viewpoint of the majority of your customersãavoid sounding institutional. Be lengthy rather than curt.
The bottom slice
End on a constructive note. Say something that you will do, or something that pleases the customer. The end of your letter is the part that readers remember longest, so leave a good taste in their mouths.
E X A M P L E
Dear Mrs. Phillips:
You've paid our store a great compliment by applying for
a charge account. You have given us your confidence and
have shown that you like our products. I have something that
I'd like to give you.
Dealing with people's finances and budgets day after day makes
me something of an expert, I suppose. Many times I have the
pleasure of helping people who are tangled up in financial problems.
When your application arrived, we asked the local credit bureau for
the usual report. I have just spent a while carefully reviewing the report,
and I am convinced that it would not be wise for you to take on extra
financial obligations right now. That's why I'm making this letter an
invitation.
Why don't you visit me the next time you are in the store, Ms. Phillips?
Perhaps, from my experiences with helping people with their money
matters, I can give you some valuable thoughts. I'd be delighted to be of help.
Yours sincerely,
Ms. Brenda Simpson
Store credit manager
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