From this article you will learn:

• What are the types of business proposal?
• How to create offer
• How to arrange it correctly
• What are the most common mistakes made when making a commercial offer?

Communicating with a client live and presenting a commercial offer in writing are very different from each other. In order to arouse the interest of a potential buyer in making a deal, you need to design your commercial offer in such a way that it is both concise and capacious. In the article, we will focus on how to arrange a commercial offer in such a way as to get the most out of it.

What kind of offer do you want to make: 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 in bulk. Prospects do not expect any communication from your organization, so their main goal is to attract attention. target audience, in this regard, they are in the nature of a mass mailing.

To the pluses this type of proposals should be attributed

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

cons are also:

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

"Warm" commercial offers

Such a commercial offer is personalized and addressed to a specific person, usually after the completion of negotiations. Its advantages include the fact that the client expects it. When proposing something, one should take into account the identified during preliminary work desires of the buyer, and the proposal itself should include the most specific information and offer.

At the beginning of this type of commercial proposals, it is advisable to write the following phrases: “Following the results of our meeting, I am sending you ...”. "At your request, I send ...".

One more hallmark such commercial proposals, it will be possible to call the client again after some time after sending the proposal for a detailed discussion of further interaction. For example, you can ask the consumer how interested he is in your offer, if he has any clarifying questions.

As practice shows, "cold" commercial offers are currently very ineffective, especially when you send them out without first notifying a possible client.

Therefore, a “warm” commercial offer is much more likely to interest a potential client.

How to make a commercial offer

It is optimal if you fit the commercial offer on one page, maximum two. Having drawn it up correctly, you can compactly place all significant information, including the benefit of the client, on one sheet.

Entrepreneurs today, and they are the main recipients of commercial proposals, are busy enough to read proposals larger than two A4 sheets.

Commercial offer (KP) should be formalized as follows.

• The header contains information about the TIN / KPP, the logo and contacts of the organization (telephones, e-mail).
• To whom the letter is addressed.
• The nature of the letter (commercial offer).
• Methods and options of payment, conditions for granting installment payments.
• Delivery time (when sending a quotation to the regions, you should attach a list of other products, delivery conditions to it).
• Each item should be numbered, the name of the product should be written in Russian, the price per unit of product or service should be indicated, the total cost for all items (by default, prices are indicated in rubles; if the price is indicated in a foreign currency, the exchange rate for conversion into rubles should be indicated).
• Photos (images) of production, its 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 internal workflow).
• Contact details of the responsible person.

7 steps to create a commercial offer

Step #1: Your Goal

The task of a commercial offer is to send it to people related to the target audience. The indication of products and services in the CoP is calculated on the fact that any of the presented items will be of interest to the buyer. However, if you work in advance to find out the needs of a potential client and use this information when making 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 connection with this that it is first necessary to determine the ultimate goal of your commercial proposal.

Step number 2. Not quantity, but quality

When composing a proposal, try to keep to a moderate length, and not to list all the positions you have. It is much more correct if, when composing a letter, you 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 offer. Information that motivates the client to accept your offer is of great importance.

Step number 3. Your offer or offer

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

When compiling an offer, check that it contains the following main items:

• the efficiency of the services provided;
• favorable cost;
• payment options - the possibility of deferred payments;
• offered discounts;
• delivery options;
• Additional services;
• guarantees provided;
• prestige of brands;
• several configuration options.

Step #4: Focus on Solving Customer Problems

The task of a well-designed commercial offer is to solve the “problems” of customers. Accordingly, it is in without fail should focus on that.

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

There is such a rule - four "you" and one we. A good sales pitch is focused on the customer, not the company. Only in this case you will increase the value of your offer for a 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 data on this (on the factors influencing the formation of the price of the goods). Instead of a story, you can send a price list to the client. If you work in a highly competitive industry, send an offer describing the cost of goods of competing companies. This method is quite effective - after all, the buyer will see the benefits that he is able to receive.

When submitting a price list offer at the same time, keep the following points in mind.

• When a commercial offer consists of a single price list, then its chances of ending up in the wastebasket without being studied are very high. To prevent this from happening, you should take care of how to motivate the client to get acquainted 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 clearly indicate the 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, from the volume of containers), this moment is also subject to decoding.
• Variable parameters (such as the period of validity of prices or discounts) should not be written in small print. Your buyer has the right to know both about the essence of the commercial offer itself, and about the procedure and pricing system.
• Try not to use the word "price list", it may well be replaced by other words. Separately highlight the recipient so that it is clear to him that the price list was sent to him, individually, and not as a general mailing.
• In the case when the period of validity of the prices presented is limited, this information is indicated in large print so that it cannot be overlooked.
• Before sending your commercial offer, it is necessary to check how well the printing is done, whether all letters are clearly visible, and especially numbers.

Step #6: Call to Action in a Sales Proposal

When making a commercial proposal, do not forget that it is designed to encourage the client to take certain actions. You can encourage him to make a call, visit the site, 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 will show the client that you care about him.

Step #7 Gratitude After the First Sale

After completing the deal after the commercial offer, thank the buyer. Any person will be pleased to hear an elementary “thank you”. AT modern society It's not often that you meet grateful people. 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 re-applying to you will be higher.

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

Listed below are 8 major mistakes that reduce the effectiveness of a commercial proposal.

1. Offer uncompetitive.
2. Sending a commercial offer to people who are not included in the target audience.
3. The quotation is drawn up without taking into account the problems of customers.
4. Poor design of the CP, making it difficult to read.
5. The CP is just a story about the goods without a well-formulated offer for the consumer.
6. The CP describes the product itself, does not indicate the benefit received by the client when purchasing it.
7. Too big CP.
8. The CP can get to an employee who does not make responsible decisions.

How to make a commercial offer (example)

David Ogilvie is one of the most famous copywriters in the world. modern world- prepared this commercial proposal 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 - only keen attention to every detail.

• “When you are driving at 60 km/h, the loudest sound you will hear will be the sound of an electronic clock,” says the engine designer. The sounds made by the three silencers are much quieter.
• Prior to installation in a vehicle, all Rolls-Royce engines run for 7 consecutive hours at open throttle. Each vehicle has been tested on hundreds of miles of a wide variety of road surfaces.
• The Rolls-Royce is 18 inches shorter than the largest American cars, so you won't have trouble parking.
• Rolls-Royce was designed to be a car that you can drive yourself. Each car has power steering, brakes, automatic transmission - all this will greatly facilitate the driving of this car. And you will no longer need a driver.
• After the car is assembled, it stays in the test center for another 7 days, where another 98 different tests are carried out. For example, engineers with stethoscopes listen to the axles creak.
• Rolls-Royce gives a three-year warranty on its vehicles. In order for you not to have any problems with the service, the company has created new network 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 color of the RR monogram changed from red to black.
• The body of each car is painted 5 times with the initial paint, with each layer rubbed by hand, after which it is covered 9 times with the final paint.
• A special switch on the steering column will help you adjust the shock absorbers based on road conditions.
• A pull-out picnic table in French walnut is mounted under the instrument panel. 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 car, Rolls-Royce is also very fast. You will feel great driving it at 85 mph. It can reach maximum speed of 100 mph.
• Rolls-Royce also manufactures Bentleys. The difference between these cars is in the radiators. People who feel insecure about driving a Rolls-Royce can buy a Bentley.

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

As shown by the response, this topic is very interested a large number of readership. Which is quite understandable.

By and large, its further destiny depends on the introductory part of the commercial proposal.

A person reads one page of text (attentively) for 2-3 minutes. Commercial offers are “scanned” in a few seconds. And if in these seconds we were not able to “hook” the reader, the phraseological unit immediately comes to mind - “write wasted”.

To continue the topic, we decided to prepare another article, only to approach the issue from a completely different angle: to show with what expressions you can start original commercial offers.

Follow the rules of the game

A commercial offer does not begin with the first line, but with thinking. First, it is thought out in the head in the form of a “fish”, and then it passes to paper. And only then various "gadgets" are connected.

Never forget the specific purpose of your sales pitch. There are a lot of them, and in the arsenal of the company there should be several "blanks" for different purposes.

I want to be precise and clear: the title of the article “10 phrases to start a commercial proposal with” is absurd in itself. For stereotyped today is far from held in high esteem.

It would be more correct and more accurate to say this: 10 Scenarios for Starting a Commercial Proposal". Words (as well as phrases) can always be used differently, but the essence must remain inviolable.

For clarity, we will not shake the air with our imagination and “invent” convenient examples, as many authors of educational articles do.

We will give 10 scenarios to start with and support them with examples from our personal practice - that is, fragments of commercial proposals that we prepared for clients of the Denis Kaplunov Studio.

No. 1 - the answer to the request

The very first script. The situation is simple: we send a commercial offer to a specific customer request. That is, the client himself wants to study our CP.

The situation is very favorable, because we no longer need to “warm up” the client. It is enough for him to tell what he himself asks, and to do it brightly.

In such a situation, the easiest way to start a commercial offer is to remind the client that he himself asked and show that we are doing just that.

Purely on a subconscious level, the client begins to read carefully, because he himself asked for this information.

Natalia, hello!

We have carefully studied your request and fulfill it immediately so that you can quickly receive all the information on stationery.

These are the conditions for exactly those positions that you requested.

At the same time, we can select analogues based on the invoice (or price list) of another store so that you can compare prices and make the best choice.

Or another example of a commercial offer after a telephone conversation with a client:

Good morning, Ivan Ivanovich!

As we agreed during a telephone conversation, we are sending interesting information about your company's website.

To date, it is visited by an average of 75 potential customers per day.

At the same time, we found out that the audience of potential customers for your services is MUCH WIDE! Simple forecast: 420 leads per day.

Are you more interested in 420 leads per day or 75?

Here are just the results of a small study of the main search queries that are entered by representatives of your target audience:

1. Request #1 - __ people
2. Request #2 - __ people
3. Request #3 - __ people

And there are only 24 such requests. More detailed information is attached to this letter.

As you understand, such a scenario is suitable for "hot" commercial offers. Although, with certain skills and abilities, they can be turned into “warm” ones and even workpieces can be made. But that's another conversation.

And a little piece of advice in the end: if you have been asked for a price, do not send a bare table. Before it, add personalization - address the client by name, remind that he himself requested this information from you. It brings you closer.

No. 2 - a blow to the main problem

Every business has problems. Every area of ​​business has common problems. And there are also problems that cannot yet be solved by existing capabilities.

This scenario is ideal when selling a new, unique solution that helps the customer get rid of a critical problem.

See how we played with this situation when preparing a commercial proposal for a new widget for online stores, which allows you to take and present accurate measurements of things. This is important so that buyers are sure that the indicated sizes correspond to their personal natural data:

If you are selling clothes, then you know that at least 40% of things are returned by buyers for the most banal reason - the size does not fit ...

Do you use size charts? detailed descriptions, attaching high quality photos, but things keep coming back...

We focused on a real problem that is relevant for the target audience - the systematic return of goods due to size mismatch. For online clothing stores, this is a real weak point, since the buyer sees only the picture and does not have the opportunity to try on the item before buying.

No. 3 - current need

Needs are constant. One is replaced by another, and so it goes on almost non-stop. It's like buying a dress with your lady. Bought, and then it turns out that there are no shoes for him in the wardrobe. A-ya-yay. We need to fix this. Bought shoes. Well, what about without a handbag? Well, and so on.

So it is in business. There are always current needs. Therefore, if the client thinks about them, we can wrap it in our favor and start a commercial offer from this very point.

You have created a website and are puzzled by questions:

1. How to make it popular?
2. How to send a stream of potential customers to its pages?
3. How can you increase sales with it?

There are several answers to these questions. At the same time, the most effective and high-quality answer is search promotion.

Why? Because the result of search promotion is "warm customers" who themselves are looking for companies that provide the necessary services.

That is, they already want to buy.

Won't pass? It will not work? Oh well. People also did not believe at first that the Earth was round.

#4 - shocking statement

Here we connect the effect of surprise. Words ask a light cold shower. Man reads and thinks Oh come on. How can this be?»

Do you know that 10-20% of the numbers in your phone base are inactive?

Let's imagine that you decide to send SMS to your customer base. You collected data, and you have 10,000 customer numbers in your database.

You plan to send SMS at least once a week. According to general statistics, from 10 to 20 percent of subscriber numbers are inactive for various reasons. That is, your messages go "to nowhere".

Which exit?

No. 5 - a more rational solution

We remember from kindergarten that there are several ways to tie shoelaces. Now men are learning how to tie ties, and girls are learning how to tie scarves.

There are always several ways to achieve an interesting goal. If your product is one of those ways, you might consider a tactic to decouple it from other alternatives. And hit the benefits of this difference.

We used this tactic when preparing a commercial offer for a printer rental service:

"Printer rental from 1000 rubles / day"

There are many situations where buying a printer (and then servicing and maintaining it) is not economically justified, especially if it can be rented.

Examples of situations from our clients:

1. Taking part in an exhibition or forum
2. Business trip and the inability to take the printer with you
3. The need for a printer for one-time jobs (for example, printing in color)
4. The need for an additional printer during the tax audit
5. You need to quickly and quickly print a large amount of documents.

#6 - Rigorous Product Presentation

I will say this: when there is correspondence between serious companies, it is customary to use a certain style. Classic copywriting and dexterity techniques may not work here.

Sometimes it is enough to maintain a clear and specific language. Don't beat around the bush, but get straight to the point.

It is advisable to use this technique when the client already knows what the text will be about. For example, if our commercial offer is formulated on the page of the site, where the reader comes already with a specific goal.

See an example of the text in which we presented "autogas":

Autogas- the choice of modern drivers who know how to count their money. It allows you to significantly reduce fuel consumption at every kilometer of the road, while maintaining the usual comfort and power of the car.

More than 10 thousand drivers in Latvia and 20 million drivers in Europe have chosen autogas because it is much more profitable than gasoline and even diesel fuel.

And here is proof of that:

Also, this method can be used for cold and warm mailings or when publishing a commercial offer in the form of a leaflet and other printed printing products.
By the way, one of the firm's clients admitted that before our competent example he had read and rejected it.

#7 - new benefit in the near future

Any businessman is looking for new ways to generate value for his product or service package. And, of course, he is ready to study information about such opportunities.

Here it is very important to know and understand the landmarks of such "profitable" directions. And sometimes they are just in front of the nose.

Here is an example of starting a KP to promote one technological improvement in the production of sausages and smoked meats:

Tomorrow you will be able to reduce the cost of producing deli meats by 30-35%.

This will allow you to offer the market more favorable price without loss of product quality. Therefore, you get a new competitive advantage and the opportunity to increase the profitable part of your business.

And all this can give one simple technological solution.

#8 - Business Plan Language

I love this style when you need to sell the opportunity to save money or earn money, and when we have an audience of entrepreneurs and investors. Especially not beginners.

Such people do not need slow dancing and foreplay. Give them "meat" right away. "To the point," as they say.

So, if we are selling a business, we need to approach it accordingly.

Your mini aerated concrete plant

1. Investment pays off within 2 to 6 months
2. Profit - from 600,000 rubles per month
3. It takes no more than 3 working hours per day

The beginning is interesting, because it feels like a benefit. Then we just open the offer. And we build it according to the scenario of the business plan. Just don't need 100 pages.

Briefly, to the point.

No. 9 - "Product face"

If your task is to draw attention to the product with the help of a commercial offer, take a closer look at this technique.

“Product face” is when you offer really interesting things. Ideally, when they have pronounced differences that are useful for the target audience.

But even if you can’t brag about it, the Commodity Face technique will come in handy. Her main feature- at the very beginning of the commercial offer, use product images.

The reader will definitely look at the pictures, and if they attract him with at least something, your text will be read more carefully.

An example from a commercial offer that we prepared for a representative of a manufacturer of women's bags (the text was aimed at wholesale buyers).

We immediately connected several “hot spots” to the power of images:

New fashionable women's bags in Moscow - wholesale!

• Wholesale/retail price margin — 300%
• Free delivery in Moscow
• Range - more than 1500 models per season
• The minimum order for the wholesale price is 10,000 rubles.
• All documents for inspection bodies

Look at these bags:

The redhead is very good, isn't she? Therefore, she is in the center.

No. 10 - "Sweet Candy"

Children love sweets. Adults love money. By and large, money can be called sweets.

Each of us wants to earn even more than it turns out today. And if the offer is worthy, we are ready to consider the possibility of additional income.

This is the basis of the “Sweet Candy” technique, when we show at the very beginning of a commercial offer how and by what means the reader can earn extra money.

See an example that we prepared for one regular customer. Audience - heads of car dealerships. They are offered additional income by selling cars to buyers. Such a affiliate program offline format:

Good morning, Ivan Ivanovich!

TOYOTA is a legendary brand. Cars of this brand were bought, bought and will always be bought.

What if you start by selling each car and earning from $125 to $750 extra? And for this you do not need to invest a penny and do not violate the mode of your work.

Let's say if you sell 100 cars a month, that's an additional $12,500 - $75,000. Every month.

Thus, already in 1-2 months you can easily earn money for yourself (or your loved ones) for a brand new Toyota.

Noticed the personalization? That's right, the brand name. Naturally, an offer was sent to the Ford dealership with information on cars and the Ford brand, and so on.

Personalization is always good for sales pitches.

Instead of a postscript

You've just reviewed 10 techniques for developing the introductory part of your sales pitch. And you see that they are all different. In fact, there are even more of them, and every time we discover new ways.

Because very often you have to take into account the personal task of a commercial offer, its audience, the degree of uniqueness and attractiveness, the delivery factor, “hot spots” and a lot of other subtleties that affect efficiency.

If you need a working commercial offer, please contact us at the Studio, we will definitely come up with an original performance for your task.

To conclude a profitable deal for your business, you need to interest a potential partner. It is convenient to do this in writing - to draw up a commercial proposal for cooperation.

Prove the benefits of cooperation

A businessman must convince a partner that cooperation will bring refutable benefits to both. It should also be explained under what circumstances he will receive it.

When compiling a commercial offer (CP), one should take into account the status of the enterprise and listen to the recommendations of experienced marketers.

Of course, promoted companies with well-known brands (Mercedes, Gazprom, Coca-Cola, etc.) do not need to make efforts and excel in every possible way to convince a representative of a particular company to cooperate with them. In this case, it is enough to issue a letter with a summary of the advantages of your product or service.

For other businessmen, it is very important to observe some subtleties in order for this proposal to have the desired effect.

Important components included in the commercial offer

When drawing up a document on cooperation, it is necessary to adhere to standard requirements.

• Use letterhead.
• Compose a competent appeal to the representative of the company.
• Select original title.
• Briefly state the essence of the proposal.
• Encourage your counterparty to take action.
• Provide current contacts.
• Show courtesy in the form of advance thanks.

Use of forms

KP can be drawn up on a regular sheet of paper, this is quite acceptable. However, the use of letterhead with the company logo will become a kind of advertising element of your company and will eloquently complement the content of the letter.

Welcome text

An important part is the appeal to a potential client. Its compilation must be taken seriously and understand who and how to contact. For example, by name and patronymic it is permissible to address in such cases:

• when the offer is sent after a preliminary telephone conversation with a potential partner;
• The CP is addressed to the target consumer, to whom an individual approach can be applied.

original title

The title is required as an advertising effect, it should contain the main concept of the CP. When contacting government agency a creative title is optional. You can also refuse it if the company is already sufficiently advertised.

If the proposal comes from budget organization, the proposal is formulated according to the established pattern, in which creativity is not required. Such a letter is of a standard nature and does not require initiative from its originator, its form remains within the accepted rules.

The essence of the proposal should be stated meaningfully, but concisely: a short story about the company, the offered goods, services, work or mutually beneficial cooperation.

Main body of the document

How to motivate a customer to take action

To force to agree to cooperate, one should not use pressure. Such an approach will only alienate the recipient of the letter, and hope for cooperation will be lost forever. It is much more effective to make a tempting offer by providing some kind of encouragement or reward. For example, a discount for a timely response.

Contact details

You should write not only a phone number, but also an email address so that the client has the physical opportunity to respond to a proposal for cooperation.

Thank the recipient of the email in advance for taking the time to read it. Although, if we are talking about a personal business proposal, gratitude is usually accepted by default.

Learn from mistakes

To make the perfect commercial offer, you should always listen to the advice of professionals. But there is another old proven method - to learn from the mistakes of others. In practice, there are various errors, we list some of them.

Complicated syntactic forms

To formulate a CP, it is not necessary to build phrases that are too correct, with a complete meaning. Short sentences with unsaid thoughts, interjections have a more effective effect on a person. The presentation should have a living language, not dry conclusions.

Too short

The opinion that an extremely short text limited to one page is needed can be called a stereotype. And this is far from what can give the desired result. The best thing to do when writing a letter with a commercial proposal is to forget about the recommendations in terms of length, especially when there is something interesting to talk about. You can find many samples of such letters and see how meaningful and able to hook them.

duplication

Usually the same mistakes are repeated when they talk about a similar product or service in exactly the same phrases as a competitor does. It is necessary not only to describe and praise your product, but to prove that it is in this company that it is the best and indispensable. Here it is appropriate to be eloquent in order to draw attention to the exclusivity of the product. What follows is the disclosure of the essence - why it will be more profitable to cooperate with this company.

Enumeration of merits

A simple story about the merits of the company's products will not lead to anything. Any praise requires proof: why this particular product is the best and most profitable. For this, reviews of those who used this service or product are perfectly used, and these should be either well-known personalities (movie stars, sports stars, pop stars), or well-known representatives of companies with a positive image.

No less effective interesting story that happened to a customer who became a user of a particular product or service. At the end of the story, be sure to talk about the results of its use, preferably in numbers. If cooperation is meant, then indicate how much profit the partner received.

Everyone is the same

The biggest mistake can be the wrong approach to sending the same offer to several customers without focusing on individuality. Such a proposal loses weight and, as a rule, remains unrealized. A client who can become a potential partner should feel that this offer is addressed to him, this will flatter him to some extent and make him respond.

Photo gallery: examples of successful commercial offers

Proposal with the correct division into subheadings Proposal with a good document structure Quotation with a concise statement of the benefits of the service Quotation with a description of the benefits of cooperation

Commercial letter to a foreign partner

When compiling a commercial offer letter, a foreign client should follow a standard structure and form. The CP should begin with an appeal, a catchy, captivating title. This is followed by a clear statement of the essence of the proposal, its benefits and ends with conclusions and contact details. If there is no English-speaking manager on staff, such services can be provided by a translator or copywriter with knowledge of English.

Sample commercial proposal in English

The need for a cover letter

The cover letter contains the principles of cooperation in a concise manner. Escort is used to reduce the volume of the main sentence.

Escort is compiled at the request of the sender, however, there must be a clear structure and compliance with the requirements of the basics of office work.

First of all, you need to address the addressee and greet him. If it is sent after a previous phone call, it is advisable to apply with the name and patronymic.

Case example

“Hello, dear Stepan Vasilyevich!”

or “Good afternoon, welcome to the company…”

"Domosed LLC makes you an offer of the widest range of kitchen accessories at the manufacturer's price."

Report attached documents:

"We invite you to familiarize yourself with the advantageous offer of discounts."

Encourage a decision:

“Would you like to cooperate with us? Contact the address ... ".

Escort Sample

Hello, dear Maria Semyonovna!

My name is Dmitry Pavlovich. I am the chief manager of the supply and sales department of Mobile LLC, we spoke with you by phone on Wednesday at 11.40. At your request, we send information about the payment system.

Mobile has a wide range Vehicle for various purposes (cars, passenger cars, trucks) and a flexible payment system at affordable prices:

1. Cash and non-cash types of payment.
2. For payment within 12 months with a down payment of 10% of the cost.

Our offer is complemented by an invitation to an exhibition and sale of our products, where discounts that are beneficial to you are offered. The event starts at 12.00 12.08.2016. Our address: Moscow, st. Timiryazev, 45.

For all questions, please call: (325) 503–23–45.

Sincerely, Chief Manager of the Supply and Sales Department of Mobile LLC.

Sending an offer

The commercial offer can be delivered in person or by regular mail. However, these traditional forms of communication are considered somewhat obsolete. The most modern and efficient way of sending is, of course, e-mail.

For all its popularity, not everyone knows about the intricacies of the process of sending an email. Firstly, it is important to use the PDF format, it is more versatile and well adapted for different versions. Secondly, it must be taken into account that such an offer is sent exclusively from the person with whom preliminary agreements were made.

Equally important is the subject of the letter, in no case should you send “without a subject”. It should sound something like this: "Proposal for cooperation in the supply of sporting goods."

So, you need to follow the following sequence:

1. fill in the email address;
2. attach the main document in PDF format;
3. formulate the subject of the letter;
4. write a small accompanying text in the body of the letter.

The reply is in process

Novice managers often doubt whether to call back a counterparty after sending an offer. Experienced professionals will always take matters into their own hands. Immediately after sending, it is advisable to call and ask if the letter has reached, and after what time you can ask about the partner’s decision. Further behavior will be prompted by the situation itself. The main thing is not to be intrusive, not to bother and not to be imposed. However, do not forget about the goal and still try to convince the client to become a partner.

At present, only the lazy will not be able to cope with the task of compiling a commercial offer. However, to achieve the signing of a cooperation contract is already a matter of professionalism: the ability to negotiate, to have a culture of speech and skills business letter.

Welcome to the business and finance magazine Rabota-Tam.

The popularity of business commercial proposals (BCP) is not unreasonable, if we take into account the performance indicators of such documents. In addition, today search services are simply torn from requests from users of the format: “How to make a commercial offer correctly?”. Actually - no way.

Yes, because the commercial offer is a kind of Olivier salad, which has various cooking options: from sausage with peas to hazel grouse with capers. And each of these recipes is called "wrong" language does not turn.

However, now we still dot the “and” 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 advertising text, which is in the form of a business letter or formal appeal. Due to its simplicity and effectiveness, it is certainly the most popular way to attract the target audience. potential consumers. And also an equally common tool for interacting with regular customers.

Business proposals are of several types:

• "cold";
• "hot";
• standardized.

It should be understood that each of these variants of the CP 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 compiler of the letter, but also by the receiving party.

"Cold" commercial offer

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

Let's simulate the situation. For example, the organizers of the regional sports day 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 event. And then, out of nowhere, a letter arrives with the title: "Express delivery of sports uniforms at prices from the manufacturer." This is where a potential client will probably closely study the saving CP, and then place an order.

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

1. Come up with a catchy and catchy headline.
2. Emphasize the attractiveness of the CP by correctly compiling the offer.
3. Motivate the addressee to take action towards mutually beneficial cooperation with the help of marketing techniques.

We will discuss each of these elements a little later.

Important! An ideal example of a "cold" type quotation should not exceed 1 A4 page exclusively printed text and 2 pages of an illustrated template.

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

"Hot" - a 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 verbal 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 title may be of secondary importance.

In turn, the complexity of drafting "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 KP form for this structural element.

Standardized commercial offer

In fact, a standardized business proposal is one of the types of "hot" quotation. However, due to its strictly regulated structure and methods of influencing the customer, it falls under separate view business letter.

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

In standardized quotations, 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 marketing information that is unnecessary for market monitoring.

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.

Transmittal letter

Above, we have already touched on the topic of the cover letter. It serves as an addition to the business proposal, pursuing the following objectives:

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

Furthermore, transmittal letter may contain attachments: price lists, descriptions of the terms of cooperation, invitations to trade shows or any other marketing events.

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

Quote samples and templates

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

One of the elements modern business is to introduce potential customers to the company's products or services through a commercial offer. Much depends on the correctness of its preparation, this appeal forms the first idea about the company and influences the decision on possible cooperation. Therefore, the business owner must pay close attention to the preparation of a commercial offer.

Types of commercial offers

Commercial offers in business environment have become commonplace. They go for a variety of reasons and due to different circumstances. These factors make it possible to single out certain types of proposals, which differ significantly in the principles of their preparation:

• Cold - sent to a client who may be interested in the proposed product or service. Most of the mailings are carried out according to this principle. e-mail and a significant number of targeted mailings - direct mail.
• Hot - an offer focused on customers who have shown interest in a product or service. For example, during the exhibition they visited the company's stand and asked to send them an offer.
• Individual - a commercial offer addressed to a specific client. This proposal takes into account the specific needs specific client. For example, such an offer is sent in response to a request for the possibility of supplying a certain product or providing a certain service.

In practice, an entrepreneur has to deal with each of these types of proposals, regardless of whether he sells his own, in Russia or in another region.

Basic rules for preparing a commercial offer

Any commercial proposal must emphasize the specifics of the goods or services offered and at the same time indicate the characteristics of the company that makes this offer. But there is a certain set of rules that all entrepreneurs must take into account when compiling a quality commercial proposal. There are five such rules:

1. a bright headline that should not only hook the reader, but also give him some information.
2. offer - a direct offer of a product or service. It should be formulated in the first paragraph of the proposal and contain not only information about the product or service, but also emphasize the benefits of acquiring them, as well as their focus on solving a specific customer problem.
3. objection handling – a good commercial proposal should anticipate possible concerns of customers and answer their possible questions. As additional arguments in favor of the proposal, you can use statistical data and reviews of real customers.
4. limitation - the offer must be valid for a certain period of time, which excludes the possibility of the client to stretch the process of making a decision on the transaction over time. You can exclude the time limit from individual commercial proposals, but in some cases it can look organic and show its effectiveness there.
5. a call to a specific action - a commercial offer should not only offer a product or service, but also encourage the client to take an action aimed at the transaction process, for example, call the operator, subscribe, etc.

Compliance with these rules makes it possible to create a selling commercial offer for any business: from to the oil refining complex. But it is always necessary to understand the specifics of your offer and take it into account in the offer for customers.

An example of a commercial offer for the sale of goods

A commercial offer aimed at selling a product must contain information that is sufficient for the consumer to evaluate the benefits of purchasing it. Do not overload the offer with unnecessary information, for example, about the dimensions of the package, the ingredients included in the product, etc.

Experts advise to make a separate offer for each product. You should not include information, for example, about snowmobiles and motor boats in one sentence. The only exceptions are products offered in the range. For example, a juice manufacturer may make one offer for their product, indicating that there are different flavors, packaging, etc.

In the offer of goods, it is necessary to indicate its cost, since the absence of such a benchmark significantly reduces the interest of potential buyers, some of whom are simply too lazy to call and find out the price of the goods.

Of great importance here is the time limit, which encourages the client to quickly make a purchase. The time limit will be well connected with the price, for example, “only until December 1, 2016, we reduce the price of scooters to 2000 rubles.”

If possible, a commercial offer for a product should contain its image - visualization allows you to better understand what is specifically offered and make a purchase decision.

How to make a commercial offer for the supply of goods?

A commercial offer for the supply of goods is characterized by two features: an indication of certain characteristics of a particular product and an emphasis on the advantages of the supplier this product. For example, "our company supplies Chinese green tea directly from the plantations."

In some cases, the offer may contain more information about the supplier than about the product, this is most typical for large wholesale companies. For example, “our company cooperates with metallurgical plants Russia, Ukraine, Poland. We offer our customers high-quality metal-roll at an affordable price, we carry out free shipping to the regions, etc.”

The offer for the supply of goods should draw the attention of customers to the benefits of cooperation. Experts advise not to include a detailed offer for all commodity items in it, it is enough to indicate some of them that will allow you to “hook” the client. In the offer, you can indicate that a detailed price list can be sent on request. As an option - the price is an addition to the offer.

If the offer for the supply of goods is of an individual nature, then it must necessarily contain all the information necessary for the client, including specific goods and their cost.

How to make a commercial offer for the provision of services?

A commercial offer for services is practically no different from an offer for a product. Here it is also necessary to provide information to the potential client about the benefits he receives from the purchase of the service. At the same time, the specifics of the service should be taken into account and emphasized in the proposal. For example, confidentiality is often important for medical services, so the commercial offer can indicate that all clients receiving medical services, the protection of their personal data is guaranteed.

In the provision of most services, the professionalism of the performers is of great importance, which should also be noted in the proposal. For example, "for those who have decided, we offer the assistance of an experienced lawyer who will collect all the necessary permits and provide legal support for the business at all its stages."

How to write a construction proposal - sample

Commercial offer for construction work should necessarily indicate the solution to the client's problem, but at the same time emphasize high quality work performed specific company. In such a commercial offer, it is effective to use information about finished objects, customer reviews. For example, "our construction company over five years of work, she has built more than a hundred objects for various purposes, for example, the residential complex "Domiki", business center Bankovsky and many others.

In some cases, it makes sense to include photographs of completed objects in the proposal or talk in more detail about the construction technology. For example: “We build structures from arched structures. This technology involves the use of prefabricated structures made in the form of metal arches. Its advantage is the speed of construction, therefore, either expansion warehouse space won't take long."

For commercial construction proposals for specific client characterized by great certainty. Such a proposal should contain as much detail as possible about the cost of the work, options for solving specific client issues, about the resources planned for use, and the timing of the work.

An example of a commercial proposal for cooperation

This category of commercial offers is no less widespread than offers to purchase a product or service. Such proposals are aimed at forming partnerships, for example, building an agent or dealer network. With the help of such an offer, information about the sale of a ready-made business can be advertised or communicated.

In the proposal for cooperation, it is necessary to indicate information about the company, it is desirable to make sure that the potential partner has the opportunity to verify its authenticity. For example, indicate the real address of the office, TIN or OGRN of the company.

The essence of the proposal must be stated as detailed as possible so that the partner understands what is being offered. At the same time, it is not necessary to describe in detail the entire scheme of cooperation, the amount of information should be such that those who are truly interested understand the essence of the proposal and continue communication, rather than wasting their time on topics that are obviously uninteresting to them.

It is important to indicate all the benefits for a potential partner from accepting a cooperation proposal. Moreover, it will not be superfluous to explain why the company makes such an offer, and indicate some of its benefits from this cooperation. Such information emphasizes the transparency of relations and is an additional guarantee that partnerships will line up on fair terms. For example, "our company provides a partner, but on the condition that the partner purchases all the necessary raw materials and consumables for work with us in a monthly amount of at least 500,000 rubles."

A commercial proposal for cooperation should focus the addressee on cooperation based on benefits, and this is what should be emphasized throughout the text: from beginning to end.

Save the article in 2 clicks:

Any commercial proposal must be drafted competently and effectively. Every business owner (regardless of size) must have certain skills in preparing effective commercial proposals. Without good offer successful business almost impossible to build. Even in simple communication with customers, you need to be able to convey information to them that will allow them to make a deal. A commercial offer is not only a beautifully designed text on paper, but the whole process of interaction with others. Any conversation with a neighbor on the porch can be the beginning of a deal, in which there will be both the usual paper offers and telephone conversations, so a real entrepreneur must be able to make a commercial offer that is interesting to the client in any setting.

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