The Unfavorable Response

 The Unfavorable Response, or the Psychology of Refusal: When we say no to
what others think is a reasonable request, the potential for causing problems (as
well as losing sales and good will) is great. However, the need is still there.
Provided one organizes carefully, the task of saying no becomes quite easy. The
organizational plan is a simple one based on the assumption that everyone is
reasonable and intelligent. If there is a legitimate reason for the refusal, people
expect to be told what it is. Thus refusal letters should be organized in this
manner:
1. a statement recognizing the situation
2. an explanation of why the refusal is necessary
3. the refusal, implied or stated
4. a constructive suggestion
5. a sales appeal, if appropriate
6. a close
If the explanation is offered before the refusal, it is usually unnecessary to include
comments such as “therefore we must refuse,” “it is not possible,” “we regret,”
and similar negative expressions. The explanation indicates the reason for refusal
and the refusal itself can be implied. One need only add “therefore you can
appreciate,” “we know you will understand,” and so on. At times, however, it may
be wise to add after the explanation a statement such as “therefore we must
refuse….”