Create a commercial proposal in pdf. How to draw up a commercial proposal (commercial proposal): samples and templates

This will be the first "technical" post. It doesn't mention marketing, sales techniques and copywriting. Only about how to form a commercial offer in pdf format... I will describe only the methods that I use myself.

What are the advantages of PDF

100% guarantee of layout preservation. That is, as you wrote the commercial proposal, this is how your addressee will see it.
It is difficult to make changes to it. You need to have some skills. That is, again, the content or appearance hardly anyone will change the document. Even by accident. For example, the secretary who will receive your letter first.
Convenience of printing. The client received your commercial proposal, printed it out and read it.

Now directly ways

Install Microsoft Ofice 2010... It implements the function of publishing to pdf. However, only in the professional version. Owners of "home" to publish docks in PDF Microsoft did not allow.
You can solve this problem by by installing the add-on"2007 Microsoft Office Add-in: Microsoft Save as PDF or XPS". It fits in spite of the name and for the 2010 Office. You can download it here. Select the Russian version, install, and in the "save as" menu, the item "save in PDF" appears.
Installing a free office program Open Office(distributed under the Open Sourse license) and we get the ability to create PDFs, originally built into the editor. By the way, "Open Office" allows better typesetting than Microsoft Office.
Using vector graphics editors... Usually everyone uses Corel Draw, but it is paid, and it is not always possible to find a "cracked" version. The solution to the problem may be a portable version for a flash drive, but I did not like it. I am using the open source Inkscape editor again. It hardly differs from Corel Draw either in terms of features or interface. The only drawback is that it is impossible to create multipage PDFs. Or maybe I just didn't figure it out.

When I use a vector editor instead of a text editor

If you need to make a commercial offer using drawings and photographs.
If I want to add visual appeal to it through vector graphics elements: lines, background, and so on.
If you need to create a letterhead for a customer from scratch.
And most importantly, if there is a lot of text, but it is required to distribute it on the page in such a way in order to preserve "airiness". The layout in the vector is more subtle than in text editors.

Today, there are no introductions and preludes - just a dry summary of how to draw up a commercial proposal (kompred, KP). We will look at the main approaches and principles at illustrative examples... Also, below I will provide templates and samples of the structure and text of a commercial proposal with links so that you can download and adapt them for your tasks. The purpose of this article is to teach you how to design a CP that will be read first. And secondly, after reading it, they will respond and agree to the proposed deal. Ready? Then let's get started.

By the way, if it is more convenient for you to watch the video, or time is in short supply, then I am briefly talking about creating a commercial proposal in the 18th lesson of the course "Copywriting from scratch in 30 days", see:

What is a commercial offer

Commercial offer Is a marketing tool that is sent to the addressee by regular or e-mail in order to get a response. A response is a transfer of a potential client to the next stage of communication (meeting, presentation or signing of a contract). Depending on the type of commercial proposal, the particular tasks of the instrument, as well as its volume and content, may differ.

Types of commercial offers

Compreds are of three types: cold, hot and public offer. The first two are used in marketing and sales. The third is in jurisprudence.

1. "Cold" commercial offer

"Cold" commercial offers are sent to an unprepared client ("cold"). In essence, this is spam. As practice shows, people do not particularly like spam, but if they are interested in it, then ... this becomes an exception to the rule. For this type of commercial offer to work, you need a high-quality target list (list of recipients). The "cleaner" the list, the higher the response. If the target list contains general addresses like [email protected], then the efficiency of the compred is a priori reduced by 80-90%.

Let's take a spicy situation as an example. Let's say the head of the sales department of company N has a plan. Before the report is a little less than two weeks, he is tearing his hair, not knowing what to do, and receives an email with something like this heading: "5 Ways to Complete the Sales Department's Monthly Plan in a Week." Tada-a-am! Here it is, the salvation of the situation! And the person reads the main text, in which the service that we offer is hidden among the ways.

But this is just a special case. The main task of a cold commercial proposal is to get the recipient to read it to the end. If you make a mistake, the letter flies into the trash can.

This is why there are three main blowout risks when designing a cold gearbox:

At the stage of receipt. It is not enough to attract attention. This could be the subject line if the offer is sent via e-mail, or a non-standard envelope with color or form factor, if the delivery channel is physical, etc.
At the opening stage. It is managed with an attractive offer (it is also called an "offer"), we will talk about it below.
At the stage of reading. It is bypassed with the use of elements of persuasion and marketing tricks. We will also talk about them below.

Please note: the volume of a "cold" commercial offer, as a rule, is 1-2 pages printed text, no more. This is due to the fact that the recipient is not initially configured to read the commercial proposal, and even more so he will not read it if the volume exceeds 10-20 pages.

The main advantage of a “cold” commercial offer is its massiveness, but practice shows that when the commercial proposal is personalized, the response to it is much higher.

2. "Hot" offer

Unlike “cold” analogs, a “hot” commercial offer is sent to a prepared client (a person who himself requested a commercial proposal or who was previously contacted by the manager).

“Hot” CPs differ from “cold” ones both in volume (which can be 10-15 pages or slides) and in the approach to compilation. On top of that, they provide a person with information of interest to make a decision (on price, availability, conditions, etc.). IN recent times especially popular are "hot" commercial offers, designed in the form PowerPoint presentations or translated from PowerPoint to PDF format.

3. Offer

This is a special type of compred made in the form of a public agreement that does not require signing. Used on websites of various SaaS services or in online stores. As soon as a person fulfills the terms of the contract (for example, registering on the site), he automatically accepts the terms of the offer.

Commercial offer offer

Not to be confused with an offer. This is completely different. To create a truly powerful business proposal, you need a killer offer - the "heart" of your proposal (English offer - to offer). This is the essence. In other words, a clear statement of what exactly you are proposing. In this case, it is desirable to indicate the essence at the very beginning (this is especially true for “cold” CP).

Please note: the offer is ALWAYS aimed at the benefit for the reader, and not at the goods or services! The easiest way is to compose it according to the formula: we offer you (benefit) at the expense of (product)

Every day I come across commercial offers, the authors of which again and again step on the same rake (do not repeat!):

We offer you office furniture
We invite you to attend a seminar
We suggest you order website promotion from us
We offer you to wash your floors

And so on ... This is a gross mistake. Look around: competitors are offering the same. But most importantly, there is no benefit to the recipient. Absolutely not. What will he get from this? What are the benefits?

At the same time, these sentences can be “flipped”, made more personal and reader-oriented. For example:

I suggest you save up to $ 5000 on furnishing your office with chic European furniture.
I suggest you increase the turnover of your company by 20-70%, thanks to the information you will receive at the seminar.
I suggest you attract hundreds of new potential customers at a price of 1.5 rubles per person.
I suggest that you reduce the incidence of colds in your employees (and the number of sick leave, respectively) through daily wet cleaning.

You get the idea. The main thing is to convey to the recipient the benefits that you offer him, and already goods and services are the way to get this benefit. More information about the offer - in.

In its structure, a commercial proposal is somewhat similar to a selling text. And this is natural, since KP is a special case of a commercial text. But there is one element that makes compreds stand out from the crowd of other tools. This is an offer. However, let's talk about everything in order.

0. Header and footer

The footer most often includes a logo (so that the commercial proposal is identified with a specific company) and contact information with a mini-appeal. This is done to save time and space. One has only to look at the top of the document - he already knows what is at stake and how to contact you. Very comfortably. The size of the footer, as a rule, does not exceed 2 cm. After all, for a cold compred A4 format - every centimeter counts. See how I would put together a sales pitch for, say, my blog. In this case, I am selling content in exchange for readers' time.

1. Title of the commercial proposal

Vital element. Especially for a “cold” gearbox. Its task is to attract attention and immediately catch on with benefits.

Note: when it comes about the "cold" compound, the heading "Commercial offer" is not the most good option... If only because it is uninformative, it takes up space and is no different from dozens of others that your competitors send. In addition, if a person does not expect letters from you and receives something so abstract, he reflexively makes several clicks: “select” and “spam”.

At the same time, for a “hot” commercial proposal, such a heading is more than appropriate if the name of the company is indicated next.

In my practice, headers (not to be confused with the subject of a cover letter!) Work best according to the 4U formula. I talk about them in detail. In today's test case for a sales proposal, the headline represents a bundle of heading and subtitle.

Lead (first paragraph)

The main task of a lead is to generate interest in what you are saying. Otherwise, people simply won't listen to you. Well, or literally, read your commercial offer. The lead always talks about what is important to the client. To do this, four approaches are used:

From the problem (most often)
From the solution (if there is no problem as such)
From objections (if applicable)
From emotions (very rare)

In my sample, I used a problem-by-problem approach, take a look. Below I will show a few more examples with other approaches.

3. Offer

I have already spoken about the creation of an offer just above. The offer should interest the recipient with the benefit so much that he continues reading your commercial offer. Practice shows that if the offer is not interesting to the reader, the CP will go straight to the trash can (the second wave of discarding).

For an offer, you can use either a general formula with a benefit, or the so-called amplifier bundle:

Product + product at a bargain price
Product + service
Product + gift, etc.

At the end of the offer, I recommend making a graphic anchor (if space permits). It thinns the text mass and adds "air". In addition, it makes your business proposal easy to scan. Check out what offer and graphic anchor I've made in the sample quote for my blog. In your commercial proposal, you can use as an anchor the visualization of the supplied goods or the main directions of services, plus prices (if they are competitive with you).

4. Benefits for the client

The next block is the benefits blog. In other words, this is a listing that a person gets when they agree to your offer. It is important to be able to distinguish benefits from properties and characteristics. I wrote in more detail in.

For example, in a sample CP for my blog readers, I can cite the following benefits. Please note: the benefits box has a subheading that is always directed to the reader.

5. Objection processing

It is not always possible to insert the handlers of all objections into the offer. But even so, the main ones can be closed by simply answering the questions: "Who are you?", "Why can you be trusted?", "Who already uses your services?", "Geography of presence", etc. Take a look at my sample blog post. I am processing the objection by answering the question "Who is the author and can he be trusted?"

Blocks with social proof or authority triggers are often used as objection handlers. Finally, another powerful persuasion technique in business proposals is guarantees. At the same time, guarantees can be both expected (12 months for office equipment) and unexpected (if something breaks down, the company makes repairs at its own expense, and provides a similar model of equipment for the duration of the repair).

To inspire even more trust, tell us about your company, without unnecessary praises - specifically and on the case. Just the facts.

6. Call to action

Another essential attribute of the right commercial proposal is the appeal. In this case, there should be only one call (calling for one specific action): most often it is a call, but there can also be an application on the website or a visit to the sales department. Maximum - to the alternative: call or send Email.

Note: the call should be a strong verb, so the response will be higher.

Compare:

Call me (strong verb)
You can call (weak verb, the effect will be lower)

And one more important point... You might be surprised, but sometimes people who develop commercial offers forget to include their contact information. It turns out a comical situation: the recipient of the commercial proposal wants to order a product or service, but physically cannot do it, because he does not know where to go.

In my sample, I have outputted the call to the footer.

7. Postscript

The final, and at the same time one of the most important elements of all "killer" commercial offers - this is a postscript (P.S.). At correct use the postscript becomes a very powerful motivating lever. Practice shows that people read postscripts most often (after the captions under the pictures). That is why, if you want to enhance your commercial offer, then the cherished letters P.S. it is desirable to adopt.

In addition, a restriction (deadline) can be inserted into the postscript. This point of structure is overlooked by many. And if, in the case of sending a “hot” commercial proposal, the manager can call and remind about himself, then in the case of a “cold” commercial proposal, the absence of a restriction can deprive the company of more than half of the responses.

You can limit either in the context of time or in the context of the quantity of goods. For example:

There are only 5 fax machines left.
The offer is valid only until August 31, from September 1 the price will double.

It is worth making a reservation that if you make a restriction, then you must fulfill your promises. Not that you promise to double the price tomorrow, but don't do it the next day, but promise the same thing.

A ready-made sample of a commercial proposal

If we connect all the blocks, we will get such a sample of a commercial proposal. It is versatile. I adapted it for the sale of various goods and services: from logistics to rolled metal products. Somewhere he worked better, somewhere worse. But everywhere it justified itself and paid off. The only thing to remember about the purity of the target sheet.

Another strong point of this sample is that it is easy to scan. A person understands what we offer him in a matter of seconds.

You can download this sample to your Google Drive using this link to adapt it to your task. There you can also save it in RTF, MS Word or PDF formats. The compilation algorithm is just below.

How to write a commercial proposal (algorithm)

To draw up a commercial offer correctly, you need:

Step 1: Take the sample from the link above as a basis.

Step 2: Replace the logo, call and contacts with your own.

Step 3: develop a heading according to the 4U formula.

Step 4: Describe the client's real pain in the first paragraph.

Step 5: Create an offer with a solution for "pain".

Step 6: Make a graphic separator.

Step 7: Describe the additional benefits of your proposal.

Step 8: Remove key objections or briefly introduce yourself.

Step 9: Make a call to action, write P.S. with a deadline.

Other samples of commercial proposals

Using the above structure, you can also compose purely textual compreds. Let's look at examples of commercial proposals for the supply of goods and transport services. Despite the fact that they do not have graphic separators, the order of the blocks in them is the same. Please note the "If you already have a supplier" objection handler. This technique is called psychological adjustment and is described in detail in the book "Laws of Influence" by Susan Weinshenk.

a) Sample commercial proposal for transport services

Commercial offer is the main selling tool. It is from the commercial proposal that the acquaintance of a potential client with your product or service begins. And the success of all work on the transaction depends on how correctly the commercial proposal is drawn up and delivered. A commercial offer differs from a price list or a usual specification for a product in its purpose, which is not so much informing the client about the offered product or service, but rather to induce him to buy a product or use a service.

Commercial offers can be conditionally divided into “personalized” and “non-personalized”. Pesonified are addressed to a specific person and contain a personal appeal. Non-personalized - designed for a wider and more impersonal audience of recipients.

Regardless of the type of commercial proposal, the author must clearly represent the target audience to which the text is oriented. Before drawing up a commercial proposal, it is recommended to determine the needs of your audience, what may interest it, and attract attention. Often the most common mistake is to substitute the real needs of the target audience with the author's ideas about the needs of potential customers.

After the needs of the target audience (CA) have been clarified, you can proceed to drawing up the text of the proposal. A commercial proposal must consistently fulfill 4 main functions of an advertising message:

Attract attention
Arouse interest
Awaken desire
Promote purchase

It is in accordance with these functions that the text of the commercial proposal is formed. It is advisable to place a visual image in the "header" of a commercial proposal that would attract the attention of the reader. Often, this function is assigned to the logo of the sending company. Therefore, the logo should first of all attract attention.

The typical structure of a commercial proposal is as follows:

Offer header and graphic illustration
Subheading that clarifies the subject of the proposal
The main text of the commercial proposal
Advertising slogan, slogan, appeal
Trademarks, sender's details

Functions of structural elements

The title and illustration should draw attention to the text, interest a potential client. This is the web of advertising and the strongest message to the buyer.
A subheading is a link between the heading and the main text. If the client is not interested in the headline, then the subtitle gives another chance to attract him to the purchase.
The body text fulfills the promises of the title and details it.
The final phrase - a slogan, a postscript - should prompt the customer to make a purchase.

Heading

Statistically, headlines are read by 5 times more people.
News ads are read 22% more often.
The strongest words in the title are “free” and “new”. But it is also important not to forget about the values of the target audience, in some cases, free-of-charge, on the contrary, will repel.
The headline should be straightforward and simple.
Do not use negatives in headlines.
Avoid blind and overly generalized headings.
Use one font. The more fonts in the title, the fewer people read it.
If the title contains a direct quote or is enclosed in quotation marks, it attracts an additional 30% of readers.
Short headlines of one line, no more than 10 words, work better.

First paragraph

It becomes more and more difficult to keep the reader's attention - it is necessary to learn how to compress the story into one paragraph, several lines long.
The first paragraph should be no more than 11 words.
A long first paragraph will scare the reader away.
What should I write about in the following paragraphs? About the same, only in more detail.

Main text

Love your product.
When addressing the consumer, use the word “you”.
“Beautiful writing is a big drawback.” - Claude Hopkins Use less exaggeration.
The shorter the sentences, the better the text reads. But a sequence of equally short sentences is boring.
Use spoken language when writing text. But use professional slang only in exceptional cases.
Write the text in the present tense.
Don't make big introductions - get the point straight away.
The price indicated in the offer has a significant impact on the decision to purchase.
It makes sense to include product reviews and research findings in the text.
Avoid analogies like: "exactly like this", "this way", "the same way".
Avoid superlatives, generalizations, and exaggerations.
Use understandable words and famous surnames.

How to increase the readability of long text?

It is best to break up large text into paragraphs.
After 5-8 cm of text, enter the first subheading. A highlighted subtitle will grab the reader's attention again.
Insert illustrations from time to time. Highlight paragraphs with arrows, asterisks, margins.
A capitalized first letter increases readability by 13%.
It is easier to read a serif font from a sheet, at the same time it is better to read a sans-serif font from a monitor screen.
Do not make the text monotonous, highlight key paragraphs in font or italics. Although underlining will impair readability, it is better to use bold type.
If you have many unrelated items with information, just number them.

P.S

There are five times more people who notice slogans than those who read all ads.
The text of the postscript should contain the most important information prompting to read the entire article.
The last paragraph should be no more than 3 lines.
Compared to the number of applications that reached the advertiser, at least 2 times more potential applications remain only in the thoughts of the client.

In conclusion, it should be said that when sent by e-mail, the commercial proposal should be sent in the most common electronic format, which is guaranteed to open with a potential client.

Hello! Today we'll talk about a commercial proposal and how to compose it. I have been asked similar questions more than once, so the article is "in the subject." Let's start from the very beginning, about what a commercial proposal is, how to draw it up, and at the end I will give examples / samples of a commercial proposal. This article contains the recommendations of many experts, so I have no doubt about the reliability of the information.

What is a commercial offer

Any businessman who wants to attract as much as possible large quantity customers, is thinking about developing a commercial proposal. It is it that prompts a potential consumer to buy a company's product or its service. It is often confused with a product specification, which simply introduces the customer to a specific product without prompting the customer to purchase.

Varieties of commercial offers

There are two types of commercial offers:

Personalized. It is created for a specific person; inside the document there is a personal appeal to the addressee.
Non-personalized. Another name for this type of commercial offer is “cold”. The document does not contain an appeal to a specific consumer or potential partner, the information is depersonalized and directed immediately to a large number of potential customers.

What functions does the commercial offer perform?

Before you start writing a commercial proposal, you need to understand what functions it performs. They are somewhat similar to the tasks of advertising messages:

Attract attention.
Interest.
Nudge to buy.
Arouse a desire to purchase a product.

Based on these tasks, a commercial proposal is being developed. Usually, visual effects are used at the very beginning, for example, the logo of the organization.

If a commercial offer is given to a potential client in printed form, then special attention is paid to the quality of the paper on which the offer is printed. It is possible to apply special watermarks to the document for greater impact on the client. Laminated paper will make a pleasant impression on the consumer of the product.

Standard commercial proposal structure (template)

A header containing graphic image(usually a logo).
Subtitle identifying the product / service.
Attracting attention, advertising services and products.
All the benefits of cooperation.
Sender's contact details, trademarks.

When making a commercial offer, you need to understand that each structural element performs its own separate functions. So, for example, the title is used to draw attention, motivate to further study the document. It is this part of the commercial proposal that can be called the most important. The subtitle should interest the client even more, and the main text should justify the information that was written above. But at the end of the offer, as a rule, you need to approve the consumer in the need for a purchase.

What the right sales pitch should look like

To draw up a proposal that gives the greatest return, you need to understand that the document should:

be specific and clear;
demonstrate all the possible benefits that the addressee will receive;
in no case contain errors;
be literate and structured;
contain information about special offers for the client;
be drafted in such a way that all doubts will disappear from the buyer.

Rules for drawing up a commercial proposal

Before you start writing a proposal, you need to determine who will be the target audience of this document. Then the desires and capabilities of potential customers are determined. It is very important at this stage to find out the real needs of the buyer.

After the necessary information is obtained, you need to structure it. For this, a rough proposal plan is drawn up, indicating the advantages of companies, various promotions. The content of this document may be divided into the following sections:

A clear definition of the problem.
Options for its resolution.
Arguments that prove the need to use the services of your organization.
Description of various promotions and offers that increase the buyer's benefit.
Call to action.

In the title, it is worth mentioning the solution to a specific consumer problem. It is important to tell him the final product, which will help your company's products.

You should not include information about the company's achievements in a commercial proposal. Must be avoided long stories about how it all began. A potential consumer is unlikely to be interested in this.

When writing a proposal, you should avoid technical aspects, do not use scientific terms. You need to convey information in a simple and understandable language for the buyer.

It is worth using clear and understandable arguments that will really help the client to establish themselves in the decision to buy the product.

Do not make your commercial offer too voluminous. It should be short, crisp and clear. It is unlikely that a potential client will want to read multi-page documents, such an abundance of information can simply scare him away.

It is very important that the proposal is prepared with high quality. It is worth using the services of a professional designer. Beautiful design can grab the attention of consumers.

As an argument, you can use:

Feedback from other clients... This evidence is perhaps the most valuable. Especially if this client is quite famous and authoritative. It is very important that the buyer's response has the same meaning as the commercial proposal itself. That is, it is important that these two texts give the reader an understanding that the company is really effective in one area or another.
Share your success story... Be sure to put your own company or yourself at the center of the story. It should be a selling story that will really interest the buyer and encourage him to take some kind of active action.

It should be understood that a commercial proposal should be selling, and its author acts as a seller. It is very important to put yourself in the shoes of the seller in order to understand as accurately as possible what the buyer expects from the product or service. You need to use the correct argumentation, build communication with the client. Only in this way will the commercial offer really give a positive result.

How to increase the readability of a commercial proposal

You can increase the readability of a commercial offer in the following ways:

Divide information into paragraphs, do not make them canvases.
Use of subheadings.
The use of various graphic elements, including illustrations, bulleted lists.
Using serif in print.
The use of different styles of text (using italics, bold or underlined highlighting the necessary information).

A few more rules (sample compilation)

Title. It is this part of the commercial proposal that is most interesting for the consumer, if it interests him, then the potential client is more likely to read all the information to the end. It is worth assessing how the words “new” and “free” will affect the buyer. In some cases, they can alienate the client.

Don't use a lot of negatives or generalized information. The font of the text must be the same. It has been proven that almost a third of readers pay attention to quotes and information enclosed in quotation marks. The headline should not be succinct and informative.

Main text. In this part of the commercial proposal, it is very important that the reader does not lose interest. It is best to fit information in one paragraph. small size... And then pay attention to specific details. It is worth highlighting the advantages of the product, be sure to contact the reader on "you". Drawing up long and complex sentences can scare away. It is undesirable to use professional terms.

It is worth talking about a product in the present tense, indicating its price. It is also necessary to provide the client with arguments - the results of surveys, research, perhaps, place one of the consumer reviews. It is undesirable to use superlatives, comparisons. Specificity and clarity are the main conditions for drawing up a good commercial proposal.

Errors in compilation

Unnatural customer praise.

You don't need to use templates and routine phrases that will only alienate the potential client.

Using critical remarks towards the addressee.

There is absolutely no need to do this, even if the company's goal is to help a potential consumer. This can cause extremely negative emotions in the client. It is best to use a stick and a carrot - first highlight the pros, and only then point out very minor flaws.

Oversaturation of the proposal general information about the client.

Customer bullying or so-called "horror stories".

In no case should you frighten the consumer, tell him that something terrible can happen without your help. No negativity and stereotypes. It is worth highlighting the advantages of using products, casually compare with what is now (use words: more convenient, more profitable, more effective), give only specific information.

Sending one offer to a large number of people at once.

Non-personalized information will generate less interest from potential buyers. The return on such offers will be minimal. Don't try to reach a large audience at once. It is better to highlight the sector, work with which is most likely to give excellent results. It is important to write a sales proposal so that the reader can feel that they are being spoken to in private. It is possible to use additional information, which will indicate that communication is being conducted with this client. It is worth using information about the previous communication, if it was of course.

Misunderstanding the concept of a "long" letter.

Many are sure that the client is not interested in large amounts of information. However, it should be understood that the reader will consider any boring and completely uninteresting letter long. The size of a catchy and really interesting commercial offer will not scare the consumer, because he will read all the available information in one breath.

It is not for nothing that people often call very short films boring and stretched, and call a 3-hour movie the most exciting, without mentioning its duration. The same is the case with works of art, news, books, letters. The reader will not take 5 pages of the commercial proposal negatively if they are really cognitive and catchy.

Prioritize the correspondence of the sentence to the grammatical rules.

Such an attitude towards writing texts can develop even from school, where the main factor was precisely the grammatical component. In life, everything is not at all like that. It is much more important for the reader to understand what is written about. It is necessary for the information to be read and perceived by the client easily and informally. It is worth building the offer in such a way that it resembles a real communication between the seller and the buyer. Here it will be perfectly acceptable to use fragments of sentences and phrases, sometimes even desirable.

Give the client a reason not to study your offer.

Do not naively assume that the reader will be extremely interested in information about your company, especially about its history. It's not like that at all. This is the least interesting for a potential buyer. It is necessary to attract his attention with a certain provocation, an unusual statement - in a word, with everything that will bring him out of balance and force him to read the commercial proposal to the end. It is worth considering the fact that keeping interest is equally important. You need to focus on what can motivate a person. Most often, needs arise from a certain fear, a desire to become an individual, a feeling of guilt, a desire to become beautiful or healthy. It is in this vein that it is worth considering the problem, dedicating a commercial proposal to it. And then show that the proposed product can satisfy all needs.

It is unlikely that the client will be attracted to your commercial proposal. It is imperative to back up the information with very specific evidence. The clearest arguments are worth giving. This approach can convince the reader to buy a product or start collaborating.

Checking a commercial offer

There are several pretty simple ways that will help you understand what impact the offer will have on the addressee.

The so-called "cursory" test. To do this, you just need to look at the document. It is important to understand which parts of the text stand out so that you really want to read them. These are headings, logos, text highlighting, photographs. If the information used there could help to form a holistic picture of the essence of the commercial proposal, then everything was done correctly.
Comprehension check. It is important to find such a person among your friends and acquaintances who would fall under the target audience of your proposal. If after the first reading he caught all the main ideas of the document, saw the advantages of the presented product, then we can conclude that the proposal was drawn up correctly.
Finger test. It is worth trying to read the text without words about the product like "best", "unique". If it is interesting to read the sentence in this form, then everything is done correctly. It is very important that all eulogies about your company are backed up by accurate data, testimonials, stories, certifications.

Examples / samples of commercial proposals

There are a lot of examples and samples of commercial proposals. All of them are good in their own way. I will show some of the most successful in my opinion, which were developed by Denis Kaplunov.

Welcome to the business and finance magazine Rabota-Tam.

The popularity of business commercial proposals (BOs) is not unfounded if we take into account the performance indicators of such documents. In addition, today search services are simply torn apart by user requests of the format: "How to make a commercial proposal correctly?" In fact - nothing.

Because the commercial offer is a kind of salad "Olivier", which has various variations cooking: from sausage with peas to hazel grouse with capers. And each of these recipes cannot be called “wrong”.

However, now we will dot the i's so that you can write an impeccable business proposal in accordance with the high standards of modern marketing art!

So, a commercial offer is one of the many types of advertising text, which is drawn up in the form business letter or an official appeal. Due to its simplicity and effectiveness, it is undoubtedly the most popular way to attract the target audience of potential consumers. And also an equally common tool for interacting with regular customers.

There are several types of business proposals:

"Cold";
"Hot";
standardized.

It should be understood that each of these options for commercial proposal must be written taking into account the form, structure of the letterhead template, as well as the circumstances and goals that can be set not only by the letter writer, but also by the receiving party.

"Cold" commercial offer

"Cold" commercial offers are sent out impromptu. Therefore, the addressees of such letters are unprepared clients who perceive the commercial proposal as spam. But even he can have a response, although the probability of reflection on the part of the recipient is rather small.

Let's simulate the situation. For example, the organizers of the regional sports festival did not take care of the purchase of sports uniforms for the participants of the competition. There are only a few hours left before the start of the events. And then, out of nowhere, a letter comes with the title: "Express delivery of sportswear at manufacturer's prices." It is then that the potential client will certainly carefully study the saving commercial proposal, and then he will make an order.

But this is just an exception to the rule. Everywhere, the fundamental functions of a cold CP are reduced to the distribution of interactive advertising. In view of this, you have to pique the interest of the consumer in reading this document. How to do it:

Come up with a catchy and catchy headline.
Emphasize the attractiveness of the commercial proposal by making the right offer.
Motivate the addressee to take action towards mutually beneficial cooperation using marketing techniques.

We'll discuss each of these elements a little later.

Important! An ideal example of a "cold" commercial proposal should not exceed 1 A4 page of printed text only and 2 pages of the illustrated template.

If you have additional information, it is best to put it in a cover letter. And in no case write "novels" in the style of Leo Tolstoy, business people simply do not have enough time to read them.

"Hot" - personal commercial offer

A personalized commercial offer differs from a "cold" one in that the client receives such a document only after an official request or preliminary oral contact. Those. The guarantee of reading a personal letter is prohibitively high, so the main semantic load should fall on the offer and the motivational component, and the headline may be of secondary importance.

In turn, the complexity of drawing up "hot" commercial offers is burdened by the need to adjust the text to the individual needs of each customer.

For example, if during a conversation a client was interested in the advantages of your organization over competitors' firms, write about the advantages, allocating the lion's share of the commercial proposal form for this structural element.

Standardized commercial offer

In essence, a standardized business proposal is one type of hot commercial proposal. However, due to its strictly regulated structure and methods of influencing the customer, it falls under separate species business letter.

The thing is that the client can attach a standard form to the official request, which limits the compiler in terms of describing goods and services, principles of cooperation, advantages over competitors, etc.

In standardized commercial proposals, dry numbers play a decisive role: value for money, warranty service and contractor experience.

It will not work to write something on your own initiative, because the attached sample form is designed to filter out information of marketing purpose that is unnecessary for monitoring the market.

In such cases, the only thing you can do is offer the lowest price. It is enough even to make a 1-5% discount in order to have a significant chance of winning the competitive selection.

Covering letter

Above, we have already touched on the topic of the cover letter. It complements the business proposal with the following objectives:

familiarization with the main document;
proportional distribution of large amounts of information.

Moreover, the cover letter may contain attachments: price lists, descriptions of the terms of cooperation, invitations to trade shows or any other marketing activities.

Secondly, with the help of an accompanying notice, you can also remind of yourself and indirectly encourage the addressee to study the template of the original document.

Samples and Quotation Templates

Better to see once than hear a hundred times. You can't argue with that. Therefore, here you cannot do without samples and templates. However, never repeat the classic mistakes of irresponsible authors of commercial proposals - 100% copying of information or 50% compilation from two sources. After all, if the stolen content is exposed, who then wants to cooperate with a company that has established itself in this way?