Making Routine Requests

Whenever you ask for something—information, action, products, adjustments, references—you are making a request. A request is routine if it's part of the normal course of business and you anticipate that your audience will want to comply. Be careful not to make unnecessary requests. If you can find information yourself, don't burden others and risk your credibility by asking someone else to find it for you. But when you must make a routine request, make sure it's efficient and effective.

Like all routine messages, routine requests may be thought of as having three parts: an opening, a body, and a close. Using the direct approach, you place your main idea (the request) in the opening. You use the middle to explain details and justify your request. Then you close by requesting specific action and concluding cordially (see Figure 7–1).

Active Figure 7–1	The Parts of Routine, Good-News, and Goodwill Messages

Begin routine requests by placing your request first. Up front is where it stands out and gets the most attention. Of course, getting right to the point should not be interpreted as a license to be abrupt or tactless:

•	Pay attention to tone. Even though you expect a favorable response, the tone of your initial request is important. Instead of demanding action ("Send me your catalog no. 33A"), soften your request with words such as please and I would appreciate.

•	Assume your audience will comply. An impatient demand for rapid service isn't necessary. Generally make the assumption that your audience will comply with your request once the reason for it is clearly understood.

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Avoid beginning with personal introductions. Don't be tempted to begin your request with a personal introduction such as "I am the supervisor of consumer response at Campbell Soup Company, and I am looking for information that . . . " Karen Donohue knows that this type of beginning buries the main idea, so the request may get lost.

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Punctuate questions and polite requests differently. A polite request in question form requires no question mark ("Would you please help us determine whether Kate Kingsley is a suitable applicant for this position.") A direct question within your message does require a question mark ("Did Kate Kingsley demonstrate an ability to work smoothly with clients?")

•	Be specific. State precisely what you want. For example, if you request "the latest census figures" from a government agency, be sure to say whether you want a page or two of summary figures or a detailed report running several thousand pages.

Use the middle section of your message to explain your initial request. Make the explanation a smooth and logical outgrowth of your opening remarks. For example, you might show how your readers could benefit from complying. When The Nature Company's Silva Raker writes letters to potential suppliers, she's looking for product information, but she's also telling her unknown readers why she needs the information, and she's explaining how long-term business and personal relationships might evolve. For instance, Raker might write, "By keeping The Nature Company informed about your products, you can help create a new distribution channel for your business."²

The middle section of routine requests can also be handled as a series of questions—a method particularly useful if your inquiry concerns machinery or complex equipment. For instance, you might ask about technical specifications, exact dimensions, and the precise use of a complex tool. Even if your request is relatively simple, such as inquiring about the shipping options when ordering a book or compact disk from Amazon.com, you can use listed questions in the middle section of your message. Be sure to break down multiple requests. When requesting several items or answers, number the items and list them in logical order or in descending order of importance. When using a series of questions, just keep a few basics in mind:

•	Ask the most important questions first. If cost is your main concern, you might begin with a question such as "What is the cost for shipping the CDs by Priority Mail?" Then you may want to ask more specific but related questions about the cost of shipping partial orders.

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Ask only relevant questions. So that your request can be handled quickly, ask only questions central to your main request. If your questions require simple yes-or-no answers, you might provide readers with a form or with boxes to check. If you need more elaborate answers, pose open-ended questions. "How fast can you ship the CDs?" is more likely to elicit the information you want than "Can you ship the CDs?"

•	Deal with only one topic per question. If you have an unusual or complex request, list the request and provide supporting details in a separate, short paragraph. You may even use paragraph headings to make your reader's job easier.

Close your letter with three important elements: (1) a specific request, (2) information about how you can be reached, and (3) an expression of appreciation or goodwill. Use the closing to request a specific action, and ask that readers respond by a specific and appropriate time limit ("Please send the figures by April 5 so that I can return quarterly results to you before the May 20 conference"). Help your reader respond easily by including your phone number, office hours, and other contact information.

Checklist: Writing Routine Requests

DIRECT STATEMENT OF THE REQUEST Use the direct approach, because your audience will respond favorably to your request. Phrase the opening clearly and simply so that the main idea cannot be misunderstood. Write in a polite, undemanding, personal tone. Preface complex requests with a sentence or two of explanation.   JUSTIFICATION, EXPLANATION, AND DETAILS Justify the request or explain its importance. Explain the benefit of responding. State desired actions in a positive and supportive (not negative or dictatorial) manner. Itemize parts of a complex request in a logical or numbered series. List specific questions that you can’t answer through your own efforts. Limit any question to one topic. Word any questions to get the type of answers you need.   COURTEOUS CLOSE WITH REQUEST FOR SPECIFIC ACTION Courteously request a specific action. Make it easy to comply by including your contact information: name, address, phone and fax numbers (with area code), and e-mail address. Indicate gratitude. Clearly state any important deadline or time frame for the request.

Conclude your message by sincerely expressing your goodwill and appreciation. However, don't thank the reader "in advance" for cooperating. If the reader's reply warrants a word of thanks, send it after you've received the reply.

The various types of routine requests are innumerable, from asking favors to requesting credit. However, many of the routine messages that you'll be writing will likely fall into major categories. The following sections discuss four of these categories: placing orders, requesting information and action, making claims and requesting adjustments, and requesting recommendations and references.

Messages placing orders are considered some of the simplest types of routine messages. When placing an order, you need not excite your reader's interest; just state your needs clearly and directly. Most orders refer to a product that the reader knows about, so these messages are usually processed without objection.

Most companies today use computer-generated order forms that provide a list of products with a description of each item and information such as the catalog number, name or trade name, color, size, and unit price. Your job is simple: Fill in the quantity, compute the total amount due, and provide the shipping address.

Companies are generally moving toward paperless ordering. Still, if you need to draft an order letter, follow the same format as you would on an order blank. Open with the general request. In the middle, include specific information about the items you want. Present this information in column form, double-space between the items, and total the price at the end. In the close be sure to specify the delivery address, because it may differ from the billing address. Also indicate how the merchandise is to be shipped: by truck, air freight, parcel post, air express, or delivery service. Otherwise, the seller chooses the mode of transportation. In any letter including a payment, mention the amount enclosed, explain how the amount was calculated, and if necessary, explain to what account the amount should be charged. Here's an example: 

When placing orders with international companies, remember that in most countries, the day is placed before the month: 15 March 2004 (15.3.04) rather than March 15, 2004 (3/15/04).

When you need to know about something, to elicit an opinion from someone, or to suggest a simple action, you usually need only ask. In essence, simple requests say, "This is what I want to know or what I want you to do, why I'm making the request, and why it may be in your interest to help me." If your reader can do what you want, such a straightforward request gets the job done with a minimum of fuss.

Checklist : PLACING ORDERS, MAKING CLAIMS, AND REQUESTING ADJUSTMENTS*

PLACING ORDERS Provide a general description of the order in the opening. List item goes here. Include all order specifications in the body: quantity, price (including discounts), size, catalog or product number, product description, delivery instructions, arrangements for payment (method, time, deposits), and cost totals. Indicate how and where to send the shipment (sometimes billing and delivery addresses are different). 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. Mention any payment you’ve enclosed, along with check number and amount. In the close, state when you expect delivery and specify any time limits in the closing. MAKING CLAIMS AND REQUESTING ADJUSTMENTS Write a claim letter as soon as possible after the problem has been identified. Maintain a confident, factual, fair, unemotional tone. Present facts honestly, clearly, and politely. Eliminate threats, sarcasm, exaggeration, and hostility, and use a nonargumentative tone to show confidence in the reader’s fairness. Make no accusation against any person or company unless you can back it up with facts. To gain the reader’s understanding, praise some aspect of the good or service, or at least explain why the product was originally purchased. If appropriate, clearly state what you expect as a fair settlement, or ask the reader to propose a fair adjustment. Provide copies of necessary documents (invoices, canceled checks, confirmation letters, and the like); keep the originals. In the closing, briefly summarize desired action.

*These items are in addition to the basic tasks associated with writing routine requests.

Follow the direct approach: Start with a clear statement of your reason for writing. In the middle, provide whatever explanation is needed to justify your request. Then close with a specific account of what you expect, and include a deadline if appropriate.

Despite the simple organization of routine requests, they can cause ill will through ambiguous wording or a discourteous tone. When you prepare your request, remember that even the briefest note can create confusion and hard feelings. As with any business message, keep your purpose in mind. Ask yourself what you want readers to do or to understand as a result of reading your message.

Requests to fellow employees are often oral and rather casual. However, as long as you avoid writing frequent, long, or unneeded messages, a clear, thoughtfully written memo or e-mail message can save time and questions by helping readers understand precisely what is required. Both memos and e-mail messages have efficient headings that spell out who the message is for (TO:), who wrote it (FROM:), when it was written (DATE:), and what it's about (SUBJECT:). For more information on formatting memos and other business messages, see Appendix A.

The memo in Figure 7–2 was sent to all employees of a relatively small interior design firm. It seeks employee input about a new wellness and benefits program and about a new fee. The tone is matter-of-fact, and the memo assumes some shared background, which is appropriate when you're communicating about a routine matter to someone in the same company.

Figure 7–2	In-Depth Critique: Memo Requesting Action from Company Insiders

Business writers often ask businesses, customers, or others outside their organization to provide information or to take some simple action: attend a meeting, return an information card, endorse a document, confirm an address, or supplement information on an order. Such requests are often in letter form (see Appendix A), although some are sent via e-mail. These messages are usually short and simple, like this request for information:

In more complex situations, readers might be unwilling to respond unless they understand how the request benefits them. Be sure to include this information in your explanation.

Sometimes businesses need to reestablish a relationship with former customers or suppliers, as Campbell's Karen Donohue knows well. Frequently, customers don't complain when they are unhappy about some purchase or about the way they were treated: They simply stay away from the offending business. A letter of inquiry might, for example, encourage readers to use idle credit accounts, offering them an opportunity to register their displeasure and then move on to a good relationship. In addition, a customer's response to such an inquiry may provide the company with insights into ways to improve its products and customer service. Even if they have no complaint, customers still welcome the personal attention. Such an inquiry to a customer might begin this way: