Selling quotation in 7 easy steps. Commercial offer: how to draw up, samples and examples of successful commercial proposals

In this article, you will learn:

• What types of commercial offers are distinguished
• How to create offer
• How to arrange it correctly
• What mistakes are most often made during the execution of a commercial offer?

Communication with a client in person and the presentation of a commercial proposal in writing are very different from each other. In order to arouse the interest of a potential buyer in the transaction, you need to arrange your commercial proposal in such a way that it is both short and succinct at the same time. In this article, we will focus on how to arrange a commercial proposal in such a way as to get the most out of it.

What kind of commercial offer do you want: main types

What are the commercial offers? Below we will focus on the main ones.

Basic (cold) commercial offers

Commercial offers of this type are mainly sent out in bulk. Potential customers do not expect any messages from your organization, so their main goal is to attract the attention of the target audience, in this regard, they are in the nature of mass mailing.

To the pluses this type of proposals should be attributed

• large coverage of the target audience;
• saving time.

Cons are:

• lack of a personal approach to the client;
• there is a high probability that an employee who does not have decision-making authority will be familiar with your offer.

It is advisable to send out basic commercial offers when you provide single services or your offers will be of interest to a large circle of buyers (you offer website design, food delivery, etc.).

How to draw up a commercial offer correctly

Optimally, if you fit the commercial proposal on one page, maximum - on two. Having issued it correctly, you will be able to compactly place all significant information, including the client's benefit, on one sheet.

Today, entrepreneurs, namely, they are the main recipients of commercial offers, are busy enough to read offers of more than two A4 sheets.

The commercial proposal (KP) should be executed as follows.

• The header contains information about the TIN / KPP, logo and contacts of the organization (phones, e-mail).
• Who is the letter addressed to?
• The nature of the letter (commercial proposal).
• Payment methods and options, terms of provision of installment payments.
• Delivery time (when sending commercial proposal to the regions, you should attach a list of other products, delivery conditions).
• Each position should be numbered, the name of the product should be written in Russian, the price per unit of product or service, the total cost for all positions should be indicated (by default, prices are indicated in rubles; if the price is indicated in foreign currency, the exchange rate should be indicated for conversion into rubles).
• Photos (images) of products, their characteristics.
• Company seal, full name, signature of the person who prepared the letter.
• The period during which the offer is valid.
• Outgoing number (indicates the organization of the internal workflow).
• Contact details of the responsible person.

7 steps to create a commercial proposal

Step # 1. Your goal

The task of a commercial proposal is to send it to people related to the target audience. The indication in the commercial proposal of products and services is calculated on the fact that any of the presented items will be of interest to the buyer. However, if you carry out work in advance aimed at clarifying the needs of a potential client, and use this information when preparing your commercial proposal, it will be much more effective, which means that the response to it will be faster and more positive. It is in this connection that it is initially necessary to determine the ultimate goal of your commercial proposal.

Step number 2. Not quantity, but quality

When writing a proposal, try to keep a moderate volume, and not indicate all the positions you have. It is much more correct if, when composing a letter, you will rely not on quantity, but on quality. It is necessary to pay attention to the demand for information, omitting unnecessary details that can only distract the client from the essence of the commercial proposal. The information that motivates the client to accept your offer is of great importance.

Step number 3. Your proposal or offer

An offer is the most significant part of any commercial proposal to a future buyer. Since a buyer’s interest in exploring an offer depends on the title, it’s worth making an effort to make it “catchy”.

When composing an offer, check the presence of the following main items in it:

Step # 4: Focus on solving customer problems

The task of a well-formed commercial proposal is to solve the "problems" of customers. Accordingly, it must necessarily focus on this.

When a commercial proposal exclusively talks about the products and services of the store, it has no value, since it is unable to arouse the interest of a potential buyer.

The text of the commercial proposal is intended for the consumer, it is he who is the main character of your story. The text should not be replete with pronouns "we", "I", "our" - it is doubtful that the client will want to waste time reading the praise "song" of your organization.

There is such a rule - four "You" and one we. A good sales pitch focuses on the customer, not the company. Only in this case will you increase the value of your offer for the future client. When making a commercial offer, you need to focus on whether it is beneficial to the consumer.

Step # 5. Pricing

The buyer should explain the basics of pricing in the company. Therefore, the commercial offer may contain information about this (about the factors influencing the formation of the price of goods). Instead of a story, you can send the client a price list. If you are in a highly competitive industry, submit an offer describing the value of competing companies' products. This method is quite effective - after all, the buyer will see the benefits that he is able to receive.

When sending a price list with a commercial offer, consider the following points.

• When a commercial offer consists of one price list, then its chances of ending up in the trash can without being examined are very high. To prevent this from happening, it is worth taking care of how to motivate the client to familiarize himself with the presented price list. You can interest the buyer, for example, with information about discounts for all products listed in the price list (attached to the letter).
• The price list should indicate a clear cost of the product. If you indicate that the cost of the goods is "from ... rubles", then it is necessary to explain what affects the final price.
• If the cost varies depending on various indicators (for example, on the volume of the container), this point must also be deciphered.
• Variable parameters (such as the validity period of prices or discounts) should not be written in small print. Your buyer has the right to know both the essence of the commercial proposal itself and the procedure and the pricing system.
• Try not to use the word "price list", it may well be replaced by other words. Separately select the recipient so that it is clear to him - the price list was sent to him, individually, and not as a general mailing.
• In the case when the period of validity of the presented prices is limited, this information is indicated large print so that it is impossible not to notice it.
• Before sending your commercial proposal, you need to check how well the print is made, whether all letters are clearly visible, and especially numbers.

Step # 6. Call to action in the offer

When making a commercial offer, do not forget that it is drawn up in order to induce the client to take certain actions. You can call him to make a call, visit a website, fill out an application for the purchase of products, etc. The buyer needs to explain what needs to be done by listing all the necessary contacts. By doing so, you show the client that you care about them.

Step # 7. Gratitude after the first sale

After completing the transaction after the commercial offer, thank the buyer. Anyone will be pleased to hear an elementary "thank you". V modern society grateful people are not so common. And having received a letter of gratitude from you after the purchase, the buyer will be surprised and delighted, which means that the likelihood of his repeated contact to you will be higher.

How to draw up a commercial offer correctly, avoiding common mistakes

Below are the 8 main mistakes that reduce the effectiveness of a commercial proposal.

1. Non-competitiveness of the proposal.
2. Sending a commercial offer to people who are not part of the target audience.
3. Commercial proposal is issued without taking into account the problems of customers.
4. Poor design of the CP, making it difficult to read.
5. A commercial proposal is simply a story about products without a well-formed offer to the consumer.
6. The commercial proposal describes the product itself, does not indicate the benefits received by the client when purchasing it.
7. Too voluminous gearbox.
8. The CP can get to an employee who does not make responsible decisions.

How to make a commercial offer (example)

David Ogilvy is one of the most famous copywriters in modern world- prepared this commercial offer in 1959.

Why is Rolls-Royce the best car in the world? According to the chief engineer of Rolls-Royce, this is not a miracle at all - just a keen attention to every detail.

• “When you are driving at 60 km / h, the loudest sound you will hear will be electronic clock", Says the engine developer. The sounds from the three mufflers are much quieter.
• All Rolls-Royce engines run for 7 consecutive hours with open throttle before being installed on the vehicle. Each vehicle has been tested on hundreds of miles of a wide variety of road surfaces.
• Rolls-Royce is 18 inches shorter than the largest American cars, so you won't have problems with parking.
• Rolls-Royce is designed as a car that you can drive yourself. Each car has power steering, brakes, automatic transmission - all this will greatly facilitate driving this car. And you will no longer need a chauffeur.
• After the car is assembled, it remains in the test center for another 7 days, where another 98 different tests are carried out. For example, engineers with stethoscopes listen to axles creak.
• Rolls-Royce has a three-year warranty on its vehicles. To ensure that you do not have any problems with servicing, the company has created a new network of dealers, as well as a network of auto parts stores.
• The Rolls-Royce radiator was changed once - in 1933 after the death of Sir Henry Royce. That year, the RR monogram changed from red to black.
• The body of each car is painted 5 times with the initial paint, while each layer is rubbed with hands, after which it is covered 9 times with the final paint.
• A dedicated steering column switch helps you adjust the shock absorbers to suit road conditions.
• A retractable French hazel picnic table is mounted under the dashboard. The other two tables are hidden in the backs of the front seats.
• Additionally, the car can be equipped with a coffee machine, voice recorder, bed, hot and cold water.
• Cars are equipped with three brake booster systems - two hydraulic and one mechanical. If suddenly one of them is damaged, it will not affect the rest. In addition to being the safest vehicle, Rolls-Royce is also quite fast. You will feel great driving it at 85 mph. It can accelerate to a maximum of 100 mph.
• The Rolls-Royce concern also produces Bentley cars. The difference between these cars is in the radiators. People who feel insecure while driving a Rolls-Royce can buy a Bentley.

The Rolls-Royce in question is priced at $ 13,995. If you would like to take a test drive of Rolls-Royce and Bentley vehicles, email us or contact one of the dealers listed on the next page.

There are only 7 rules on how to correctly draw up a commercial proposal so that it attracts the attention of the customer:

1. How to prevent your offer from getting into the trash can in the first moment

In a few minutes you will find out perhaps the easiest and quick way drawing up an effective commercial proposal (CP). Agree, after reading the first sentence, you realized that drawing up a working commercial proposal is easy and quick. And you immediately switched to the second sentence. Here's the essence of this rule: the very first phrase should catch the reader and give impetus to read the next one. And so with every phrase. Move on.

Selling "eye to eye" is easier than text. The seller has the opportunity to tug at the outgoing buyer by the sleeve and try to fix the situation. The text KP does not have such an opportunity. It must hit the target the first time. Otherwise, he will simply be thrown out.

Video - How to Write a Selling Sales Proposal:

If it comes to e-mail distribution, then the very subject of the letter is obliged to force you to open the letter. If the commercial proposal is sent by regular mail in an envelope, then the catchy phrase should be on the envelope! Bold and in the most conspicuous place.

Now look at the work of colleagues. Most of them send a CP and write something like "KP_253_Paper bags_art.25819-2_Carlet Sails"... Send and call this customer immediately.

And if you write like this: “ Paper bags for best price inside the letter. Open the letter and make sure". This subject line sounds more intriguing. It has been checked more than once: in most cases, the client will open this letter and call back himself. If, of course, the content of the letter matches the catchy subject of the e-mail.

2. Modern version of Aristotle's formula

Aristotle is the greatest orator. He taught people such as Napoleon, Lenin and Hitler to conduct a dialogue with the masses. And they knew how to convince people. This is how it sounds modern version soulful and convincing speech according to the formula of Aristotle:

• Problem.
• Promise.
• Proof.
• Price.

Make up each of your commercial proposals exactly according to this scheme. Success is guaranteed.

Now decryption.

Convincing someone to buy something, name the problem that, in your opinion, torments the buyer. There is no need to say now that such a problem does not exist. She is. Otherwise, the client would not have requested a commercial proposal. Otherwise, the idea would not have appeared to make a newsletter with an offer to purchase a product. Each product solves a problem. It just needs to be found and conveyed to the buyer.

Then promise that your product (or service) solves this problem easily, quickly, at ease, free, expensive, original, stylish. It doesn't matter how. The main thing is to be profitable for the client. Show your customer the benefits of purchasing a product... Benefit is an attractive solution to a previously voiced problem for the client.

Then prove in any reasonable way, that your product will solve this problem... Use the product characteristics that solve the problem to prove it.

An example of how to correctly draw up a commercial proposal using the Aristotle formula:

• Your heels are constantly itching. Tired of taking off your shoes and scratching them every time?
• We will help you get rid of this problem forever. The price and simplicity of the solution will pleasantly surprise you. You no longer need to take off your shoes every time your heels itch!
• Buy combed heel insoles now. 3 year warranty. Are available.
• The price is 1652 rubles for a pair of insoles. 8% discount today and tomorrow.

3. Sell to the client the way you would sell to your mom

Imagine your client in front of you and write to him alone, and not to the whole impersonal mass of people. Many people do not take this into account, especially on the Internet. Read almost any section "About Us". What will you see? An array of cold text directed to Space, not to you. By the way, we will discuss the section "About Us" below and in more detail.

"Keep it simple and people will be drawn to you." The meaning of this wisdom is clear to everyone. Think back to your purchase of the most expensive item. The sales manager spoke to you simple language... This also applies to the purchase of trousers and the purchase of BMW. Everything is always sold in the simplest words.

Of course, you shouldn't go down to the level of a second grader, but you need to understand that the people who read your CP are all so different. Therefore, first, think about how to correctly write a commercial proposal in simple and understandable words for any adult. Try to avoid abstruse terms that you often don’t understand yourself (and you’re a seller!), And incomprehensible phrases.

Video - how to correctly compose an effective commercial proposal:

There is a cool trick. If you want to get into the soul of the client, start writing CP with the words "Dear Mom", and end with the words "Kiss you."

Write your CP as if you were offering to buy something for your mom. In this case, customer care will flow from every word. This increases the credibility of your CP.

4. Do not sell product features. Sell ​​Benefit From These Features

A dry listing of the characteristics of a product to a client rarely says anything. More often than not, he is not even going to understand them. The exception is, perhaps, the sale of equipment. But here, too, it is important not only to convey a list of parameters, for example, of the machine, but also be sure to inform the client what benefit this gives the client.

For example, an iron. Feature: power 2500 W. So what?

And so: “The 2500 W iron is optimal for a family of five. This power allows you to quickly heat up and quickly smooth out any creases. " Agree, it's also better and more understandable. It is immediately clear that this iron is for a large crowd of people. In this way, connecting creative thinking customer, we have communicated both the characteristics of the product and the benefits from it.

Always indicate the specific benefits the customer will receive from purchasing the product.

This concept is well confirmed by almost every section "About us" on the websites of companies. What do they write there: "a team of professionals", "individual approach", etc. What is the benefit of all these stamps for the client? None. Therefore, many of this section immediately close and leave the site.

Or you can write like this: “Our sellers are the aces of their business. They will quickly find the most comfortable combed insoles for you at the best price. Tell me when and where to bring it all, and we will arrive exactly at the appointed time! Our delivery department works like a clock. We only think about you. This is our individual approach to everyone. "

5. How to apply? To "you" or to "you" ... Or to "you"

The standards are as follows. If the offer is addressed to more than one person, then write “ you". If the commercial proposal is personal, then contact " You».

But there are often cases when it is very desirable to apply to " you". This can increase the credibility of your commercial proposal hundreds of times, and, therefore, increase the chance of a sale. Well, for example.

When it comes about some personal and intimate goods. Let's say cosmetics. Address the customer (hmm, and maybe the customer, anything can happen ...) on "you". Advise and recommend her as a friend to a friend. This works well in most cases.

Video - how to formulate a commercial offer so that everyone understands it and does not refuse the deal:

Or, let's say, a cream to increase what men are so proud of. You shouldn't treat a man who is already tormented by complexes like a surgeon with a scalpel in his hand: “hey, you lie down on the couch, now I’ll increase it, it doesn’t hurt, bear with me”. It is better to recommend such a miracle remedy in a friendly way, contacting "you". As they say, without excessive advertising. This approach will unload the psyche and make the buyer more relaxed and significantly increase the confidence in the commercial proposal.

The main thing is, if you decide to "poke", weigh everything carefully and mentally imagine a typical buyer of the product in front of you.

6. What size should the quotation be? Long, medium or short

Here the following dogma has a very strong influence on the situation: the more expensive the product, the longer the CP should be. In principle, this often works. But not always.

If you are thinking hard about the size of your KP and are at a crossroads, then just read Rule # 2 one more time. Do as it says there, without thinking about the length of the text, and your CP will convince many customers to make a purchase.

“The text is like a woman’s skirt.

It must be long enough to cover the essentials.

but short enough to stay interesting. "

This is very wise saying one of the geniuses of writing the most effective business proposals. This person is quite popular, so you can easily find out his name yourself.

7. Mandatory text formatting. Another chance the offer won't end up in the trash can right away

Pick up a thick book. Flip through it. If one is not at hand, then remember how you do it. Cover first, that's where the catchy headline should be! Then you start to turn the sheets over. And you will always stay on the page that stands out from the total mass of text.

It can be anything. A photo, just one word, a blank sheet, a heading, a table, whatever, but what the eye clings to. A person will always look for something to cling to in the mass of text. So let the client cling to the words that will hook him.

Having caught on at least something, a person will begin to read from this place and further. After reading everything, he naturally wants to see what happened in the beginning. And it will climb to the beginning. And there is a catchy headline. And there is the first sentence, the second, and so on. To the very place from which he began to read.

Therefore, in the text of the commercial offer be sure to make lists, highlight subheadings... Focus on something very important by highlighting the text in a frame.

P.S

For more than a decade, statistics have been confirming by thousands of studies ... Although, why these studies. Just watch yourself and you will notice the following. First, we run through the entire text. Then we cling to visual bumps (lists, headings and highlights). And then we move our gaze to the very end.

Therefore, feel free to put at the end of the CP those words that, in your opinion, will work as efficiently as possible. It could be anything. The main thing is that the client is at least the first to get in touch with you after reading the commercial proposal. And it was not you who set yourself a reminder on the computer like: "On the 29th I sent the CP to him on the insoles with a carding mechanism, if there is silence, you have to contact."

When the client is interested in the commercial proposal, he will certainly contact himself.

The word can warm, inspire and save,

Make happy and ram the ice.

The word can bring us thousands of troubles,

Insult and hurt mercilessly.

Therefore, let's say sternly:

“So that there are no unnecessary troubles in life

I have to think, guys, over every word,

For there are no weightless words in the world! "

E. Asadov

Video - how to write a commercial proposal correctly:

In order for the recipient to distinguish your commercial proposal from a number of others, it must be correctly drawn up and executed. Be sure to mark your unique competitive advantages... In addition, if you offer services, you need to tell about the employees of the company, and if the goods are about the features of production. Finally, it is important that your sales pitch is easy and fun to read. In the article, among other things, you will find a convenient one.

You will learn:

• How to write a business proposal to be read to the end.
• What types of commercial offers are there.
• Why you shouldn't start working with a potential partner with a commercial proposal.

Commercial offer- a common tool in working with partners: current and potential. Commercial offer is a common type of selling texts.

Each of us regularly met different commercial offers - the text motivates us to perform a certain action, for example, to go to the office, call managers, etc. It is the commission of such an action for cooperation with the company that becomes the purpose of drawing up a commercial offer.

Sample commercial proposal No. 2

Not every manager can write a commercial proposal on his own. Indeed, a commercial proposal on paper has significant differences compared to the usual communication with a client. It is necessary to state on paper the advantages of your offer in such a way that the information is both short and sufficiently capacious, stimulating a potential client to make a deal.

12 elements of a sales proposal that will increase sales by 16%

Alexander Stroyev,

General Director of the company "Aichi For U", Moscow

In order to receive positive responses from such large customers as, for example, RosAtom, Siberian Generating Company, etc., I began to study their procurement regulations. This experience prompted us to create our own internal regulations for the preparation of commercial offers for large clients.

These are the provisions that must be provided in the form of a commercial proposal.

Types of commercial offers

1. Basic commercial offers.

Such a commercial offer is usually sent out in large quantities. The commercial proposal is presented in one unique form. Potential clients of the company do not expect any letters from your company; in this case, the goal is to "attract" the attention of your audience.

• significant coverage of the target audience;
• save your time.

• there is no personal offer to the client;
• most likely, a person who will not make any decision will get acquainted with the offer.

Sending basic commercial offers is beneficial in a situation where you offer a single service, when it may be of interest to a wide range of consumers. For example, a commercial proposal for website development, water delivery, etc.

2. "Warm" commercial offers.

Personal commercial offers, since they are sent to read a specific person after negotiations. For example, after a cold call. The advantage of such an offer is that at least the client is waiting for it. An important nuance... The commercial proposal should be made taking into account the identified needs of the client with the content of the most specific information and offer. You will learn how to create an ideal basic commercial proposal and correctly customize it from the School of Commercial Director.

You need to start such commercial offers with the following phrases:

"In continuation of our conversation, I am sending you ...".

"As you asked, I am sending ...".

Other important feature such commercial offers - after a few days from the moment of sending, you can call the client again and discuss specific points of interaction. For example, how much the client was interested in the offer, what he liked, what he would like to clarify.

An example of a commercial proposal using the AIDA formula

How to Build the Perfect Quote Using the AIDA Formula ( attention, interest, desire, action - attention, interest, desire, action), said the editorial board of the magazine "General Director".

8 offer killers

1. Uncompetitive proposal in the commercial proposal.
2. A commercial offer is sent for people who are obviously not interested in it.
3. The commercial offer is made without taking into account the needs of the target audience.
4. Unsuccessful design of the commercial proposal, which complicates the reading and analysis of information.
5. The KP simply tells, but does not contain a specific offer for clients.
6. The commercial proposal considers only the product itself, without specifying its benefits for the buyer.
7. The reader is forced to read a commercial proposal that is too cumbersome.
8. A commercial proposal is reviewed by a person who does not make a decision on cooperation.

7 steps to create a commercial proposal

Step # 1. Your goal. As a rule, a commercial proposal is drawn up for mailing to your customers. It specifies the goods and services of the company with the expectation that the recipient will be interested in at least one of the proposed items. But it is possible to work for sure - to find out the client's need, betting on it, reporting on specific services or goods that are important for the recipient. Therefore, at the first stage, you should decide on the purpose of drawing up your commercial proposal.

Step # 2. Not quantity, but quality. Try to keep your sentence in moderation - don't try to put everything in it at once. It is better to provide for a relatively small amount of text, choosing quality over quantity. You should pay your attention to more demanded data, rejecting unnecessary suggestions that will only distract the reader. You should not distract the reader from the main thing - stimulating information that will motivate a person to conclude a deal or take another necessary action.

Step # 3. Your proposal or offer. An offer is what you offer to a potential buyer. He can be considered essential element commercial proposal. Since it usually depends on the procurement, whether a potential client will be interested in studying a commercial proposal. It is important to take care of an informative and catchy enough title.

The offer must be based on the following basic postulates:>

• prompt provision of services;
• favorable prices;
• provision of additional services;
• payment availability - deferred payment;
• provision of discounts;
• delivery terms;
• additional service;
• warranty obligations of the company;
• brand prestige;
• high result;
• availability of several versions of the product.

A good offer involves combining several elements. For example, the harmony of an attractive price and comfortable conditions delivery or warranty, etc.

Step # 4. Focus on solving customer problems. A competent commercial proposal is focused on solving the problem of the target audience. A prerequisite is focusing on the problem of your customers.

It should be borne in mind that a commercial offer, which is limited to just a story about the company's goods or services, is useless waste paper that is not able to interest a potential client.

The text of the commercial proposal must be customer-oriented. He becomes the protagonist of our story. The more phrases “we”, “I”, our ”are in the text, the less interest it will interest the reader. Why should a client take the time to read laudatory ode about some company?

There is even a rule - 4 "you" and one we. Some say about 3 "you", but the principle does not change from this. Focus not on yourself, but on the reader. In this case, the commercial proposal for the reader will be more valuable. When drawing up a commercial proposal, one should always be guided by the client's question "Why is it beneficial for me?"

Step # 5. Pricing. The client needs to understand the pricing principle of the company. Therefore, in your commercial proposal, you can talk about the pricing system - what factors are the basis for the formation of value. Or send a price list with your commercial proposal. When working in a highly competitive market, you should send offers with competitors' prices. Enough effective method- the client should convey information about the benefits that he will receive.

If you are sending along with a commercial offer and a price list, you should consider the following tips:

1. Typically, quotations based on a price list go straight to the shopping cart. Therefore, it is necessary to consider stimulating the client to familiarize himself with the proposed price list. For example, you can report that there is a discount for all goods in the price list that is attached to the letter.
2. A clear price should be quoted. Clients do not like the wording “from… rubles”. If you do not refuse such a wording, then you need to at least explain this "from" - to understand what the specific price depends on.
3. If the price scale is used depending on certain indicators (for example, on the capacity in a container, time parameters, etc.), this should also be deciphered.
4. If there are any conditional parameters(for example, the expiration date of the price). They should not be indicated in small print - it is important for the client to understand the essence of the offer and pricing.
5. If possible, do not write the word "price list" itself. It can be called another word, try to distinguish the recipient. He must understand that he was not sent a general price list for everyone, but an individual one, attractive specifically for him.
6. If you limit the validity of the offered prices, it is necessary to indicate this in a conspicuous place.
7. Please check before shipping good quality print, without gaps and stripes from the printer. Each letter, and especially the number, must be clearly visible.

Step 7. Thanks after the first sale. When you make a sale with a sales pitch, don't let go of the customer. The first step after the first collaboration is gratitude. Every person is pleased to see gratitude, to hear "thank you". After all, this confirms that they did something kind and good. We rarely meet with grateful people. Thanks to your gratitude, at least surprise your client, because he did not have to read such letters.

Examples of commercial offers for different spheres business download at the end of the article.

• The sales funnel and 5 subtle problems it solves

8 amplifiers of the commercial offer

1. Facts - will lend credibility to your statement. They trust the facts, they do not argue with them. To find the information you need, just enter "Facts about" in the search engine.
2. Research results - the effect will be similar to the facts. Research is being conducted to understand patterns that aid in making the right decisions.
3. Numbers and numbers. In practice, numbers look much more convincing than words. The numbers are specific information that will be visual on a specific question of the reader.
4. Calculations - if in your commercial offer for the client you promise to receive additional earnings, this must be confirmed by calculations.
5. Images - the phrase “ better times see than hear a hundred times. " Depending on the specific specifics of your proposal, you can offer readers pictures, photographs or other images.
6. Tables or graphs are great tools for proving growth dynamics.
7. The list of clients is relevant when they include big names... The reader will assume that if you have worked with such large companies, they trust, then the company is really serious.

The commercial offer plays a lot important role in the promotion and development of the company.

With a correctly drawn up commercial proposal, the volume of orders and sales grows, which, accordingly, increases profits.

Varieties of commercial offers

There are two types of them: "cold" and "hot" commercial offer.

• With a "cold" commercial offer, the dispatch is made to an unprepared customer. In other words, spam is coming. People most often do not feel too enthusiastic about such a mailing, but the main task of a commercial proposal is to interest a potential client and get the letter read to the end. The main advantage of a "cold" commercial offer is its mass character, large audience coverage. However, in practice, responses are more responsive from commercial offers coming to a specific, specific person.
• The second type of commercial offer is "hot", which is sent at the request of the client himself or with whom negotiations have already been conducted. Increasingly popular in recent times uses a commercial offer made in the form of a presentation.

​

Commercial offer structure

It is desirable for each company to have its own commercial proposal template.

1. Title. He plays a huge role, especially with a "cold" commercial offer. The title should be catchy, intriguing, attract attention as much as possible and make you want to read the entire letter.
2. Offer. At this stage, it is necessary to arouse the interest of the recipient of the letter with the potential benefit for him, so that he continues to read the letter of offer.
3. Belief. Here you need to convince the client that it is this particular product (service) that he needs, and he must place the order through the company that sent the letter.
4. Limitation. Many people forget about this point, but it is necessary. On a subconscious level, it forces a person to study the product more closely (if the quantity of goods in the commercial proposal is limited) or immediately navigate the timing (if the commercial proposal is valid only for a certain period).
5. Next comes the call. It should be short but strong, calling for concrete action.
6. Do not forget about contacts, we indicate the most complete data.

Try to indicate in the commercial proposal the reviews on the work of the company, visual images, photographs.

And remember that a well-formed commercial proposal is already half the success!

Below is a sample form and a sample commercial proposal template, a version of which can be downloaded free of charge.

A commercial offer is one of the main ways to start communication with a potential client. The success of the sale of a product or service largely depends on how well and professionally it is compiled. Any commercial offer consists of the following sections:

The logo or emblem of a company that offers a product or service. A commercial proposal must be drawn up on a letterhead using the corporate identity of the organization. It is an indicator of the level and seriousness of the business organization of the supplier company. Description of the product or service. In this section, it is necessary to disclose what, in fact, is proposed to purchase or what is proposed to use. Advertising of services and terms of cooperation. Here you should indicate the advantages of the product or service, substantiate the reasons why the client is recommended to purchase the product or service, describe how they are better than their competitors from competitors. The company's advantages. This section reveals the merits of the company, describes its experience, the implementation of successful projects, etc. Contact information - after reading the commercial offer, the potential client should understand who, by what phone or email address. Signature of the company representative.

Commercial offers can be classified according to several criteria. So, depending on the quality of contact with a potential client, commercial offers are "cold" or "hot". "Cold" offers, as a rule, do not have an addressee and as their goal they have to inform the target audience about the capabilities of the product. This offer does not take into account the specifics of the potential client's business and is typical. "Hot" offer, as a rule, is sent after meeting with a representative of the potential client. It contains unique benefits and conditions that are relevant to a specific potential buyer. The purpose of this type of proposal is the transition to negotiations on the terms of cooperation and the conclusion of an agreement. Also, there are such types of proposals as presentation (giving general idea about the company's products), promotional (invites you to participate in a marketing campaign), congratulatory, gratitude (contain unique conditions in honor of the holiday or in gratitude for long-term cooperation), or invitation (it contains an invitation to participate in an event).

When composing a proposal, it is necessary to clearly understand and highlight the problems that the target audience has. A commercial offer can be considered successful or correctly drawn up if, thanks to it, it was possible to convince the recipient that he needs the offered product or service. For a business proposal to be successful, it is recommended that it meets certain requirements. First, it should be free of grammar and spelling errors. It is useful to use professional text editors for writing. They automatically check literacy and highlight words or parts of a sentence that are recommended to be changed. In addition, in modern text editors there are special templates that can be used to design a commercial proposal. Since the main task of such a document is to attract attention, it is allowed to use various infographics, pictures, diagrams, diagrams and similar illustrative materials in it, which makes it easier to perceive the proposal and increases the likelihood of its acceptance. Also, an important role is played by the color scheme that is used in the design of the document. First, the colors must match corporate identity companies, and, secondly, should not be provocative or too calm. Black and white documents should not be done either. They look outdated and will not grab the reader's attention (except for those for whom the content more important than form, but these are fewer and fewer). It should be remembered that at the present time a large flow of information falls on each person every day, so it is very difficult to process it. It is for this reason that the necessary data is packaged in graphic materials. Of great importance is the quality of the paper on which the quotation is printed. It must demonstrate the credibility of the company that manufactured and delivered it. A pleasant feeling in your hands will automatically add attractiveness to the proposal and increase the likelihood of reading it to the end. A commercial offer should be delivered either by e-mail, or in person. Moreover, the second method is much preferable. Indeed, in the first case, there is a high probability that the letter will be deleted without being read as spam. And with personal delivery, there is a chance to personally talk to the recipient and convince him of the usefulness of the product or service.

Ready-made samples of commercial proposals

Service Proposal Templates

Commercial offer templates for construction firms

Commercial offer templates for selling products

Quotation Templates in Word

Ready commercial proposal for cooperation Examples of commercial proposals for the sale of goods Samples of commercial proposals for the provision of services

How to create a commercial proposal correctly

Write a commercial proposal for the sale and delivery of goods

When creating a commercial offer for the sale and supply of goods, it is necessary to reflect the following points in it: 1. Uniqueness - how the product differs from substitutes and competitors, what are its advantages, why it can satisfy any need better than others. 2. Value for money also important point in the product offer. The consumer, as a rule, chooses a product that maximizes this ratio. Therefore, when offering a product, it is recommended to indicate what additional bonuses the buyer will receive. 3. Prompt delivery. Goods are purchased when needed. The buyer wants to solve his problem as soon as possible with the help of the product, so he is not ready to wait for a long delivery. 4. Service. If the product is technically complex, it is imperative to indicate how the buyer should act in the event of a breakdown or the need for maintenance... All other things being equal, the buyer will prefer the product that can either be easily serviced by himself, or there will be a service center next to it.

Commercial proposal for cooperation in business

When drawing up this type of commercial proposal, it is necessary to very clearly and, at the same time, unobtrusively tell about the advantages of cooperation, what benefits it will bring for the partner, and also describe the proposed conditions of doing joint activities... This is enough hard work, since the proposal should not be written in the dry language of the business plan, but, at the same time, reflect all its main aspects. It’s an art to create such a commercial proposal. It is also necessary to remember that the cooperation proposal is made to a specific partner. Therefore, it is very important to know the needs of this partner and in the proposal reflect the ways and mechanisms of their satisfaction.

When creating this document, you must also understand the interests of the target audience. So, for companies that rarely use the services of a transport company, the most important factor when making a decision, there will be discounts or price. Trade organizations are primarily interested in the delivery time and safety of the cargo. Therefore, when drawing up a commercial proposal to representatives of this segment of the target audience, it is necessary to indicate why the company can offer the minimum terms and the presence of security or escort on the way. Budgetary structures purchase transport services through tenders. Therefore, the commercial proposal should clearly indicate the ability to comply with all the conditions reflected in the tender documents.

Make a commercial offer from a construction company

A potential consumer of the services of a construction company is primarily interested in the price. Therefore, in the commercial proposal it is recommended to describe in detail the possibilities of its reduction, and the reasons why this is possible (for example, due to the use of modern materials or unique technologies etc). The transparency of pricing is also important for the consumer, therefore it is recommended to include a table with a cost justification at the end of the proposal or as an annex to it. Construction time also plays an important role. It is advisable to indicate in the proposal how and by what means they can be reduced. The reputation of the construction company is also taken into account by many customers when making a decision. You can confirm it with articles from newspapers, letters of recommendation, various awards, descriptions of already completed projects.

Features of the offer of accounting, legal and consulting services

The number of providers of such services is quite large, so the competition in this market is very high. In addition to the price, the following factors can attract the consumer:

A high probability of a positive resolution of the client's dispute in the courts (for example, demonstrating their success in such cases); Saving the client's costs on staff by transferring part of the functions to outsourcing; Full support of the client's activities, solving all his problems in a certain area, so that he can deal with only the main activity; Offering various bonuses that competitors do not have (consulting on a number of issues for free).

It is possible to formulate other advantages that will allow the client to effectively solve his problem, save money or earn more.

Commercial offer of an advertising agency

A document from such a company must demonstrate its professionalism. In a commercial offer from advertising campaign elements must be present original design, professional terminology, effective slogans and other similar elements. This allows a potential consumer to immediately assess the level and technology of the advertising agency. If it knows how to sell itself well, then the client's product will be able to effectively advertise. Thus, the customer has an element of trust in the company, which increases the likelihood that he will use its services.

Common mistakes when writing text for business proposals

The first mistake many marketers make is oversaturation with data. They sincerely believe that it is important for the client to know everything about the product in order to take a balanced and rational decision... However, in practice, this is far from the case. Buyer or customer behavior is rarely rational; rather, it is emotional. Therefore, it is not worth giving a lot of information in the offer, it is much more effective to create in the consumer the feeling that the product or service will help him satisfy the need. This feeling greatly increases the likelihood of a subsequent purchase. The second common mistake is over-focusing on a potential customer. The authors of the proposal are scattered in complements, describe all the client's successes, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about solving his problem or problem, so he, of course, will be happy to read about his successes, but if he does not find an answer to his questions, then it is unlikely to contact such a company. Also, many compilers mistakenly include the following information in a sentence:

The history of the company describes how the company's path began, how it developed and so on, but this is not at all interesting to a potential buyer of the product. This only takes up his time, which means that it annoys him and worsens the perception of the proposal. The history of the leader, the reasons why he came into this business, that he is an expert in this or that activity, indicate his achievements and awards. This is also not interesting to a potential buyer and worsens the impression of the offer. Description of the production technology to convince that the product is really of high quality and has the declared characteristics. But it must be borne in mind that the buyer is not an expert in the production of products. He needs to understand that the product or service has the required properties. For this, a certificate of quality or a description of the product itself with characteristics is quite enough. An indication of irrelevant needs of the client. When drawing up a commercial proposal, it is important to clearly study the representatives of the target group and formulate the need that they want to satisfy with the help of a product or service. If there is no such information, it is highly likely that the commercial proposal will go into the void. The buyer will not find answers to his questions in it and will not purchase the goods.

How to effectively complete a commercial offer

The last sentence in the document is very powerful. A potential buyer will most likely read the text briefly, but will pay attention to the last paragraph or phrase. This is how the human mind works, and when drawing up a commercial proposal, this must be used. The content of the last paragraph or proposal should reflect the essence of the entire document and urge the potential client to make necessary action- make an appointment, start negotiations, purchase a product or service, make a trial order, and so on. Most often, a commercial offer ends with the phrase "with respect." This, of course, is a win-win option, but instead of this phrase, a text with a proposal to the recipient of the document is much more effective unique conditions sale of a product or service (for example, with a significant discount). This will interest the client much more than expressing respect for him. Moreover, a respectful attitude between partners is implied a priori. A fairly common option for ending a commercial offer is a message that specific managers are always ready to answer the client's questions, and their contact details are indicated. How to contact a specialist, of course, should be at the end of a commercial offer, but it does not in any way induce a potential client to take any action. So, the sales pitch should end with a motivation for action. The following motives can be distinguished that can induce the client to perform the required actions:

Information that the number of goods or services offered on the terms of this commercial offer is limited; Offer of a bonus - a free sample, the opportunity to test a product or service, availability of goods, a discount on the current or next purchase; Description of the buyer's personal interest (that he will receive what savings he will achieve, what needs he will satisfy, and so on); Information about the attractiveness of a product or service (availability of a guarantee, special delivery conditions, high-quality service).

Within each type of commercial proposal ending, specific wording can be formed that will demonstrate its relevance and relevance for the buyer. Thus, casting a glance at the final paragraph of the sentence, he may carefully read the entire text and then contact the company for a product or service. Offer cover letter templates:

If a commercial offer contains more than one page, or is accompanied by various Additional materials(for example, price calculation tables, price lists with the entire range of goods, schedule of marketing campaigns, conferences or exhibitions), then a cover letter should be sent with it. It contains in a very concise form the main conditions and the essence of the proposal. First of all, the cover letter should contain a greeting from the addressee, preferably by name and patronymic (addressed address attracts much more attention than typical greeting formulas). Then you should introduce yourself and name your position in the company. , so that it is clear what issue is being addressed. In case of preliminary meetings, it is recommended to remind the recipient of the letter about this. In the main body of the letter, it is necessary to inform the potential client about the goods or services offered by the company, as well as the benefits that cooperation can bring. This must be done briefly so as not to repeat the commercial offer, but at the same time, after reading the paragraph with the advantages, the potential consumer should have questions and the desire to find answers to them in the commercial offer itself. This will encourage him to read the document more carefully. Next, you should list the documents that are attached to the letter. Firstly, this is the norm of document circulation, and, secondly, this will allow the addressee to quickly navigate which documents to pay attention to in the first place in order to make a decision. At the end of the letter, thank the recipient for their attention and call for action (call the company , ask questions by email, and so on). The rules for completing cover letters are identical to the recommendations for the final phrase of a commercial proposal. Thus, writing a commercial proposal is quite a technological process. If you follow all the recommendations, then it will be successful and will lead to transactions. However, each compiler must develop his own unique style and way of forming the proposal. This will greatly improve the efficiency of his work.