Ch. 8 Business Communication

You're about to start drafting your message when Lloyd Baskin calls. "I forgot to tell you one other thing. Although it's important that you state the bad news clearly to Kenisha, I'm a little concerned that she'll take the news badly. You might try softening the impact of the bad news by using a passive voice instead of an active one. Sometimes using a passive voice seems less like an accusation. Just a suggestion!" You remember from your college courses that, in an active voice, the subject performs the action of the verb. In a passive voice, the subject does not perform the action of the verb. After he hangs up, you ponder his advice and try your hand at drafting sentences that use both an active voice and a passive voice.

Active voice: -Regrettably, you did a poor job of developing this prototype. -You have added too many features in the prototype that make it too expensive to produce. -Structural Sound is declining to give the green light for production to the Radio-DRM prototype at this time -The project team has failed to deliver a prototype that is suitable for profitable mass production. Passive voice: -The product in its current configuration appears to be over-engineered. -The costs of producing the Radio-DRM in its current configuration appear to be higher than anticipated. -Unfortunately, the prototype in its current configuration is disappointing. -Unfortunately, the Radio-DRM prototype is not ready for production.

The second issue you chose to address with Kenisha is the complexity of the product. The marketing department conducted numerous focus groups to gauge their reaction to the prototype, and the feedback from these focus groups revealed that customers perceived the product to be too complicated and not sufficiently user-friendly. Which of the following statements would be the best explanation for the rejection based on the focus groups' feedback that the product was too complex?

As you know, the marketing department conducted several focus groups for the prototype, and one of the most important take-aways from potential customers was that the Radio-DRM needs to be made more simple and user-friendly.

The last issue you chose to address with Kenisha is that production cost of the product appears to be too high versus the price customers would be willing to pay. The overwhelming sentiment of the focus groups conducted by the marketing department was that, while customers liked some of the advanced features of the Radio-DRM, they would not be willing to pay a higher price for these features. The result is that the profit margin for the Radio-DRM would be too low to justify going into production. Which of the following statements would be the best explanation for the rejection based upon the fact that the profit margin for the Radio-DRM would be too low to justify going into production?

Finally, another issue your team needs to address is production cost. Although customers liked some of the Radio-DRM's advanced features, focus groups revealed that they wouldn't be willing to pay a higher price for those features. In short, the profit margin on the Radio-DRM is unacceptable as the product is currently configured. Your team needs to take aim at eliminating features that increase costs but add little value to the customer.

Now that you've covered the three issues with respect to the Radio-DRM prototype, it's time to close your message to Kenisha. As you did with the opening to your message, you have multiple options available to you. Consider the closing approaches below and determine which conclusion would be the most appropriate, given the situation and the manner in which you have addressed it.

In conclusion, I see this as a temporary setback for you and your team, not a roadblock. Given the remarkable progress you've made with respect to the Radio-DRM prototype, I have every reason to believe that you'll be able to readily address the issues and bring this prototype to full production.

The first issue you chose to address with Kenisha is the size and styling of the prototype. One objection raised by the focus groups conducted by the marketing department is that the Radio-DRM is too big to fit into their entertainment centers and its bulk makes it equally unattractive if they wanted to place it on a bookshelf or tabletop. Which of the following statements would be the best explanation for the rejection based on the focus groups' feedback that the product was not stylish?

Let's address an issue that was brought up in the focus groups--style. Many consumers felt that the Radio-DRM was too large to fit into their entertainment centers. If they don't have an entertainment center, they want electronics that are sleek and look attractive on a bookshelf or tabletop, and they thought the Radio-DRM was too bulky and unattractive. I'd like to see the team try to streamline the design to make it more in line with customer expectations.

You've decided to begin breaking the bad news to Kenisha with a buffer statement that will hopefully "soften the blow." You're aware that you can use a variety of buffer statements, such as expressing your appreciation, demonstrating that you understand the other person's needs or goals, or conveying your willingness to help. Of the following options, which buffer statement would be the most appropriate for this situation?

We know what a hypercompetitive and fast-paced environment today's electronics market presents. It's also important to recognize that one of the keys to successful prototyping is working through a number of models and exploring different approaches before finally including the best features and removing the problematic ones for the final solution.

Before you start writing your message to Kenisha, the team leader, you decide to seek the advice of Lloyd Baskin, Chairman of the Executive Committee. He has been with the company since its beginnings. You explain the situation, and he tells you, "Keep in mind that this company started out as an engineering firm, and it's still an engineering firm at heart. However, we've evolved here a bit. In the old dinosaur days, if you messed up, you were told about your failure in no uncertain terms. Today, we're a bit kinder and gentler. We'll still let you know when you mess up, but we try to be a little more sympathetic." With Baskin's words in mind, you consider how to begin your message to the team leader. You believe you've got some options. Consider the opening approaches below and determine which would be the most appropriate way, given the situation and Baskin's advice.

You can choose an indirect approach by beginning with a buffer statement that shows your appreciation for the team's accomplishment so far. This statement would "soften the blow" before you deliver the bad news.