对贸易往来的客户说no并不容易，但是该说的时候还是得说，只是要注意措词适当，在拒绝的同时尽力维护已经建立起来的贸易联系。

当有客户抱怨产品或是服务不好、要求索赔的时候，作为提供产品/服务的一方一定要小心调查情况。如果客户的要求不合理、不能满足，回复的时候一定要注意避免苛责客户的粗心、使用不当甚至欺骗。卖方的首要目的是让客户明白他的要求不能满足，甚至更进一步卖出新产品或其他服务。明确了这个目的，再来看看写此类回复应遵循的原则：

1. An introductory statement acknowledging the reader's problem or need.
2. An explanation of the situation making the refusal necessary.
3. The refusal implied, or expressively stated.
4. A constructive suggestion.
5. A sales appeal, if appropriate.
6. A positive and friendly close.

下面是一封拒绝偿还修理费的回复，我们看看这家公司是怎么解释理由的：

Dear Mr. Adams

It was good of you to write concerning the quality of our Happy Games computers.

As noted on the sales terms stipulated in the agreed contract, defective items may be refunded within 60 days of receiving them. Since what you described in the letter was not done in this case, we believe that you can understand why the amount of 2,000 Sterling Pounds you requested for repairing the cracked cabinets could not be refunded.

Neither you not the Happy Games Corporation would like to have a damaged product in the hands of a user because we always follow the motto, "To make our customers happy". In view of our long-standing business relationship, we suggest you have the machines sent back to us and replaced at your expense rather than simply give your users a refund for repair.

In order to provide our customers with the best choice in our computers, we handle all the major brands at the prices that can not be beaten. Please write to us when you have your interest in our computers.

Truly yours

们已经讲过否定答复理赔要求所应遵循的原则，这次我们来比较一下合适的答复与不合适的答复，希望能给大家一些借鉴。

A poor example:

Dear Sirs

This will acknowledge your letter of June 20. Our company policy and the construction agreement do not allow us to accept the responsibility for the poor air conditioning resulting from the inadequate window frames applied.

Please check your original correspondence and your copy of the agreements, you may easily find that problems caused by inadequate materials used are entirely your own responsibility.

It there are any further questions, please don't hesitate to write us.

Yours faithfully

这封回复写得糟糕至极。信的开头只是简单的说根据公司政策不能赔付，却没有给出证据。在指出对方的错误时，语气和语言都非常offensive，让人不快。最后一句话则暗示这个事情还没有解决。

对于这样的回复，首先要给出充分的证据，说明责任不在己方；其次在指出对方错误的时候应该用第三人称、客观的语气和言辞；然后应该尽可能的提出解决方案。

Good example

Dear Sirs

You are right! Good accommodation is the most important thing for our hotel customers. We show much concern on what you described in your letter that the air conditioning of the newly built hotel does not hold up as well as expected.

After receiving your letter, we immediately sent our representative and technician in your city to look into the matter. They checked the material in the store from which you bought the frames. They found that the window frames you purchased are made from an alloy of aluminum and iron.

Although this kind of material was one of the most durable types available, the store owner followed the manufacture's recommendation and included an instruction on each pad of the frames - "Attention: Because of potential buckling of this material in extremes of hot or cold, we recommend applying these frames to inside-house windows." However, while fixing window frames, our workmen were told to use what you supplied for all windows including those facing outside. Obviously, the fact was ignored that the local outside temperature in summer is always up to 45 degrees centigrade. Meanwhile our technician also inspected the construction work of the frames. They indicated that what our workmen did exactly stuck to the procedures stated in the contract. For details, please refer to the Inspection Certificate issued by the construction supervisor appointed by our two firms. We, therefore, feel no difficulty in concluding that the poor air condition of the hotel traces to the inadequate window frames you supplied.

We have already asked the chief engineer from our representative office to examine the problem at no expense to you. We feel confident that he may be able to suggest something that will help.

Yours faithfully

（例文来源：《国际商务写作教程》，对外经济贸易大学出版社 英语点津 Annabel 编辑）

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