There are a variety of ways to promote your business: these include advertising campaigns and active promotion on social media. networks, and various gift and bonus programs for their clients, and creating their own websites describing services and products, and influencing people’s opinions about the company through various sources of information. Constant promotions and incentives to buy this or that product can in fact be called marketing moves that allow you to create a customer base, collect the necessary data and develop the company, meeting the requirements of its customers. In all areas of any service-providing business, there is a need to somehow advertise your product and establish yourself as a good manufacturer. And in these matters, aggressive marketing is not the best solution. Each client is interested in a specific list of services, which can be set out in full only in a well-written commercial proposal, on the basis of which subsequent contracts are concluded.

What is a commercial offer

Every sales manager of any company has encountered in his life the preparation of a commercial proposal and knows firsthand what a hassle it really is.

In fact, commercial proposals are certain documents that need to be sent to your partners. If everything in the document is stated correctly and correctly, then the company is guaranteed a profitable contract. If not, then all the blame falls on the manager who drew up the specific proposal, because because of it, the company loses valuable customers.

Recently, it has been widely believed that commercial proposals are a type of modern selling text, which clearly and in detail describes all the services provided by the company, the conditions for receiving bonuses, discounts and special offers. Well, due to the fact that there is no specific framework for preparing a commercial proposal as such, it is quite possible that it can be drawn up in free form and have a different structure. The main thing is that it brings results, namely the company’s profit.

Types of commercial offers

Any manager working in a large company knows how to draw up a commercial proposal. Just like any copywriter can write the appropriate “selling text”. So is there a difference in the first and second cases? Of course there is! And it really is huge. As mentioned earlier, in one case it is a standard document, in another it is a well-written text calling for the purchase of a particular product.

There are basically two types of commercial offers - personalized and non-personalized. From these names it is quite easy to guess how exactly the commercial proposal drawn up in both cases differs. A sample of a well-written document will help you avoid mistakes in the main points.

Personification of the offer

A personalized commercial offer is prepared by company representatives specifically for one client. At the same time, it is important for the document to satisfy his individual needs. If a commercial proposal is successfully drawn up, the company will have a satisfied client and a good reputation.

Let's consider the example of a large business. Partners tend to meet with each other and discuss the details before concluding any contract. If one of them is satisfied with the terms of the other party, then he sends a request for a commercial proposal, which describes the type of services provided, the individual terms of the transaction and the amount of payment for certain services. Both parties remain satisfied. And if one of the parties does not fulfill the terms of such a “contract,” then the deal is terminated.

Non-personalized offers

Unlike the first case, non-personalized commercial offers are a way to attract the attention of a new audience. This is the type of those very selling texts, which describe in detail the various advantages of the company and express an incentive to buy the product.

A non-personalized commercial offer, a sample of which, no doubt, everyone has seen, is also called “cold”.

A characteristic feature of this proposal is the lack of appeal specifically to the potential client. The text is aimed at a wide audience of people, often of different age categories. It is only needed to attract a new customer base. Doesn't have much uniqueness. It may describe the company's advantages and one or two conditions for receiving a discount, but nothing more than that. As a rule, such proposals, written by skilled specialists, attract people.

Quote functions

From what has been written above, it is clear that commercial offers are an integral part of an advertising campaign. But what exactly is their function? What should a person feel when reading about a particular company on the Internet or on flyers?

Here are a few criteria that a written commercial proposal must meet:

• attract attention;
• interest potential consumers;
• encourage a person to buy a product;
• push to purchase using bonuses, exclusive offers, etc.

Based on these requirements, a commercial proposal is subsequently drawn up. It is very important to know which audience this document is aimed at, because different generations have different needs.

Therefore, it is stupid to advertise dentures, for example, using tools that are relevant to modern youth. To attract a truly desired audience, a commercial proposal must be correctly drawn up. It's not difficult to find a sample.

Drawing up a commercial proposal, its structure

Any commercial proposal form must include:

1. Heading: logo of the company providing the services. This will attract the client's attention.
2. Subtitle: describes the product or service provided by the company.
3. Brief advertising of services and conditions.
4. The advantages of choosing your company, the terms of cooperation, a description of the benefits of cooperation.
5. Sender's contacts: phone, email, company address.
6. Trademarks.

At the same time, in order not to tire the potential client, you should make a commercial proposal, the template of which is described above, no longer than 1-2 pages. This way, there is a greater chance that the potential client will read the proposal received to the end, and not throw it in the trash on the first lines.

What marketing tactics are best to use?

When drawing up a commercial proposal, it is important to pay attention to the problems of the population and target audience. If you competently convince a person that your services are exactly what he needs, the advertising can be considered successful.

It is customary to distribute commercial offers either by mail or on the Internet by e-mail; one-page sites also work well, where the provision of the necessary services is described in detail.

When printing a commercial proposal for the provision of services on paper, special attention should be paid to:

• the quality of the paper on which it is printed;
• color scheme;
• absence of errors;
• clearly defined conditions;
• watermarks as an indicator of the seriousness of the company.

Most people judge by the cover. So design plays an important role in attracting clients and their response to the commercial offer, the form of which he will hold in his hands.

1. In the eyes of a potential client, you are reduced to a dull spammer.
2. Your letter may end up in the spam folder, and people simply won’t read it.
3. An ugly and illiterately designed electronic offer will clearly not benefit your reputation.

Cold selling works much better with phone calls than with sending unsolicited text to other people's email addresses.

Often, a company’s reputation due to aggressive marketing turns out to be lower than expected results, and therefore such companies, as a rule, do not have a client base, or people treat all offers with some distrust, so you should carefully monitor the activities of employees, study the market and purchasing power your clients and learn about their wants and needs. It is important not only to attract, but also to give attention to other people, expressing this through flexible commercial offers.

Provision of services

There is a common belief that a commercial offer is a kind of marketing ploy that is just as useless as other advertising leaflets, but this is not the case. A well-drafted commercial proposal for the provision of services (see the picture for a sample) is almost a full-fledged contract that only needs to be signed.

It is quite stupid to aggressively encourage people to purchase a particular product without calling or first familiarizing themselves with the company’s services. It is important to understand what problems the client is experiencing and how you can present your services to him in the most favorable light.

There is no formula for an ideal commercial offer due to the fact that, after all, companies and services are very different, and for one circle of consumers some aspects are most relevant and important, while for another, other problems come to the fore.

Gross errors in drawing up a commercial proposal

Many marketers abuse the fact that they make a commercial offer oversaturated with information, which is why many clients are perplexed, and ultimately the meaning of the message becomes not entirely clear to them. Or it happens that the text is replete with beautiful speech patterns and “praise” of clients, which leads to certain suspicions.

To understand all these mistakes, you need to approach the situation more practically. Let's say there is a need to make a commercial offer for a product. This product is computer chairs and chairs. And we need a way to sell them.

What should not be written in a commercial proposal form:

• history of the company and its leader;
• long stories about how painstakingly and carefully you take the production of chairs;
• even longer stories about how comfortable the chairs are to sit on;
• various “serenades” to clients and the promise of mountains of gold and a cure for all diseases.

Write briefly about the company's experience in the market, you can add 1-2 reviews from satisfied customers, focus directly on the needs of customers, the main need in this case is convenience and practicality, as well as maintaining health.

A commercial supply proposal, a sample of which is publicly available, is also easy to draw up. The scheme is absolutely the same - you should not be scattered about some abstract topics. The main thing in delivery is efficiency and quality, and this should be emphasized. Many companies often need prompt delivery of raw materials for their production. The proposal form itself may look rather modest, but here the quality of execution comes to the fore.

But there are identified patterns that state that:

1. Most people notice the title first, and if it interests them, they read on.
2. Particular attention should be paid to “special” words that attract attention, such as “free”, “new”, “amazing”, “best”, “top quality” and so on.
3. The text must be structured and divided into paragraphs so as not to “overwhelm the reader.”
4. It’s even better if the document contains illustrations. This allows you to hold your gaze longer.

Modern technologies make it possible to create bright forms that attract attention, and to sufficiently, broadly and openly describe all types of services provided. All that remains for a person in this case is to write a literate text, the machines will do the rest.

Drawing up a commercial proposal online using a template

Not all managers are able to cope with this task, and therefore often resort to the help of the Internet. Yes, nowadays it’s enough to just download a ready-made form or, even better, make a commercial proposal (a sample for services below) online. Of course, such an offer will not be ideal and is unlikely to interest a large audience. But for a new company, ready-made templates with modern graphic solutions will be just right.

The visual component should be pleasant, and by and large it does not matter whether it is very similar to others, but as the company develops, great attention should still be paid to the design of its services.

A commercial proposal is the best way to express yourself in the modern world, where every second person dreams of a successful business, and few achieve dizzying success. However, if you sell your services correctly and know how to interest your clients and treat them humanely, then even the smallest business will flourish.

From this article you will learn:

• What types of commercial offers are there?
• How to create a commercial proposal
• How to arrange it correctly
• What mistakes are most often made when preparing a commercial proposal?

Communicating with a client live and presenting a commercial proposal in writing are very different from each other. In order to arouse the interest of a potential buyer in completing a transaction, you need to format your commercial proposal in such a way that it is both brief and succinct. In this article we will focus on how to prepare a commercial offer in such a way as to get the maximum benefit from it.

What commercial offer do you want to make: main types

What commercial offers are there? Below we will look at the main ones.

Basic (cold) commercial offers

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

On to the pros this type of proposal should be considered

• large target audience coverage;
• saving time costs.

Cons are:

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

It is advisable to send basic commercial offers in the case 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 completion of negotiations. Its advantage is that the client expects it. When offering something, one should take into account the buyer’s desires identified during preliminary work, and the proposal itself should include the most specific information and offer.

At the beginning of this type of commercial proposal, it is advisable to write the following phrases: “As a result of our meeting, I am sending you...”. “In response to your request, I am sending...”.

Another distinctive feature of such commercial offers will be the opportunity, some time after sending the offer, to call the client again for a detailed discussion of further interaction. For example, you can ask the consumer how interested he is in your offer, and whether he has any clarifying questions.

As practice shows, “cold” sales proposals are currently very ineffective, especially when you send them out without first notifying the possible client.

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

How to make a commercial offer correctly

It’s optimal if you fit your commercial offer on one page, or maximum on two. By formatting it correctly, you will be able to compactly place all significant information, including the client’s benefit, on one sheet.

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

The commercial proposal (CP) must be formatted as follows.

• The header contains information about the TIN/KPP, logo and contacts of the organization (telephones, email).
• To whom is the letter addressed?
• Nature of the letter (commercial proposal).
• Methods and options of payment, conditions for providing installment payments.
• Delivery times (when sending a package to the regions, you should attach a list of other products and delivery conditions).
• Each item should be numbered, the name of the product should be written in Russian, the price per unit of product or service, and the total cost for all items should be indicated (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).
• Photographs (images) of products, their characteristics.
• Company seal, full name, signature of the person who prepared the letter.
• The period during which the commercial offer is valid.
• Outgoing number (indicates the organization of internal document flow).
• 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 belonging to the target audience. The indication of products and services in the commercial proposal is intended to ensure that any of the presented items will be of interest to the buyer. However, if you do the work in advance to find out the needs of a potential client and use this information when preparing your commercial proposal, it will be much more effective, which means the response to it will be faster and more positive. It is in this regard that it is initially necessary to determine the ultimate goal of your commercial proposal.

Step No. 2. Not quantity, but quality

When writing a proposal, try to keep it to a moderate length rather than listing every item you have. It is much more correct if, when composing a letter, you focus not on quantity, but on quality. It is necessary to pay attention to the relevance of the information, omitting unnecessary details that can only distract the client from the essence of the commercial proposal. Information that motivates the client to accept your offer is of great importance.

Step No. 3. Your proposal or offer

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

When creating an offer, check whether it contains the following main items:

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

Step #4: Focus on solving customer problems

The goal of a well-designed commercial proposal is to solve the “problems” of clients. Accordingly, it must necessarily focus on this.

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

The text of the commercial proposal is intended for the consumer; he 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 a laudatory “song” of your organization.

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

Step #5: Pricing

The buyer should be made aware of the company's pricing principles. Therefore, the commercial offer may contain data about this (about factors influencing the formation of the price of the product). Instead of a story, you can send the client a price list. If you work in a highly competitive industry, submit a proposal outlining the cost of competing products. This method is quite effective - because the buyer will see the benefits that he can receive.

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

• When a commercial offer consists of one price list, then its chances of ending up in the trash bin without being studied are very high. To prevent this from happening, you should take care of how to motivate the client to familiarize yourself with the presented price list. You can interest the buyer, for example, with information about discounts on all products listed in the price list (attached to the letter).
• The price list should indicate the clear cost of the product. If you indicate that the cost of the product is “from ... rubles,” then it is necessary to explain what influences the final price.
• If the cost varies depending on various indicators (for example, on the volume of containers), this point also needs to be deciphered.
• You should not write down variable parameters (such as the validity period of prices or discounts) in small print. Your buyer has the right to know both the essence of the commercial offer itself and the procedure and pricing system.
• Try not to use the word “price list”; it can easily be replaced with other words. Separately highlight the recipient so that it is clear to him that the price list was sent specifically to him, individually, and not as a general mailing.
• In cases where the prices presented are valid for a limited period, this information is indicated in large print so that it cannot be missed.
• Before sending your commercial proposal, you need to check how well the printing is done and whether all the letters, and especially the numbers, are clearly visible.

Step No. 6. Call to action in the commercial proposal

When preparing a commercial proposal, do not forget that it is drawn up with the goal of inducing the client to take certain actions. You can encourage him to make a call, visit a website, fill out an application to purchase products, etc. The buyer needs to explain what needs to be done, listing all the necessary contacts. By doing this, you will show the client that you care about him.

Step No. 7. Gratitude after the first sale

After completing the transaction after the commercial offer, thank the buyer. Anyone would be pleased to hear a simple “thank you.” In 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 him contacting you again will be higher.

How to properly prepare a commercial proposal, avoiding common mistakes

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

1. Uncompetitive offer.
2. Sending a commercial offer to people who are not part of the target audience.
3. The CP is drawn up without taking into account customer problems.
4. Poor design of the CP, making it difficult to read.
5. A sales pitch is simply a story about products without a clearly defined offer for the consumer.
6. The commercial proposal describes the product itself, but does not indicate the benefits the client receives when purchasing it.
7. Too voluminous CP.
8. The control panel may go to an employee who does not make responsible decisions.

How to make a commercial offer (example)

David Ogilvy, one of the most famous copywriters in the modern world, prepared this business 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 - just keen attention to every detail.

• “When you're driving at 60 km/h, the loudest sound you'll hear will be the sound of the digital clock,” says the engine designer. The sounds produced by the three mufflers are much quieter.
• Before installation in a vehicle, all Rolls-Royce engines run for 7 hours at a time with the throttle open. Each vehicle is 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 any problems parking.
• Rolls-Royce was designed to be a car that you could drive yourself. Every car has power steering, power brakes, and an automatic transmission - all of which will make driving that car much easier. And you will no longer need a driver.
• 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 provides a three-year warranty on its cars. To ensure that you do not have problems with service, the company has created a new network of dealers, as well as a network of auto parts stores.
• The Rolls-Royce radiator was changed only 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 initial paint, each layer being rubbed by hand, and then covered with final paint 9 times.
• A special switch on the steering column will help you adjust the shock absorbers based on road conditions.
• A French hickory pull-out picnic table is mounted under the dash. Two other 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.
• The cars are equipped with three brake booster systems - two hydraulic and one mechanical. If suddenly one of them turns out to be damaged, it will not affect the others in any way. In addition to being the safest car, Rolls-Royce is also very fast. You'll feel great driving it at 85 mph. It can reach a maximum speed of 100 mph.
• The Rolls-Royce concern also produces Bentley cars. The difference between these cars is the radiators. People who feel insecure driving a Rolls-Royce can buy a Bentley.

The Rolls-Royce in question costs $13,995. If you would like to test drive a Rolls-Royce or Bentley, please write to us or contact one of the dealers listed on the next page.

In order for a commercial proposal to turn from spam into a working tool, you need to follow three simple rules.

1. The proposal should be based on the needs of the company you are sending it to. A story about what a wonderful company you are, how much you know and can do, what a wide range you have and how smart your suppliers are - a direct path to the basket. Less pronouns “we” and more “you”.

Wrong:

We will help you double your website conversion.
Our antivirus will save you from cyber threats forever.
We offer laundry services to your restaurant.

Right:

You can increase your website conversion by 2 times.
Your computers will be protected 24 hours a day.
Do you want to always have a supply of clean tablecloths and aprons and forget about stains forever?

2. The CP must be addressed (and also sent) directly to the decision maker. Letters sent to the commercial department, the marketing specialist, the nameless director or manager, and the village grandfather will not reach the addressee.
3. How do you choose a book and view news on the Internet? By titles. In a correct commercial proposal, the same rule applies - if you are interested in a catchy, bright and interesting headline, then the commercial proposal will be read. If the header is unclear or completely absent, then there is a high probability that the letter will be sent to the trash.

How to find out the needs for a CP

Before writing a commercial proposal, you need to collect and analyze information about a potential client. The CP is not a reason for getting to know each other, it is the final document after which cooperation begins. First, consider what needs your product or service can satisfy. After studying a potential client, you can guess which needs from your list they have. In an ideal situation, all this information is confirmed during a telephone conversation or a personal meeting.

What you need to find out to draw up the right commercial proposal:

• Client's business goals
• When are these goals expected to be achieved?
• Client problems and difficulties
• Cost of customer inaction
• What evaluation metrics does the client use?

If you know the client's needs, then you can easily write how these needs are met with the help of your services.

What to do when, instead of a meeting, based on the results of which you can write a beautiful and correct commercial proposal, you are offered to immediately send a proposal?

How to write a cold commercial proposal

You should immediately take into account that “cold” commercial offers practically do not work. The only advantage of a cold commercial offer is its mass appeal. Most recipients perceive them as spam and delete them without reading them. Therefore, the main task of such a CP is not to sell your service, but to make you read it to the end. Only in this case there is a real chance for cooperation.

The main danger that awaits a “cold” gearbox is that it can be removed. And do it both at the moment of receiving the letter and in the process of reading it. Therefore, when drawing up a cold commercial proposal, you have to deal with three risks.

• Deleting a letter at the receiving stage. To prevent this from happening, you need to attract attention. When sending by email, there is only one option - the subject of the letter. If the commercial proposal is sent by mail or courier, you can try custom envelopes.
• Deleting a letter at the opening stage. Your offer must be attractive to the client. Moreover, the offer should be at the very beginning of the letter and catch your eye. This will make you read it further.
• Deleting a message while reading it. Congratulations, your proposal has attracted the interest of a potential client. But this does not mean at all that he will read the letter to the end. The arguments in favor of cooperation with you and the benefits for the reader should be undeniable. But more on that below.

A cold offer should be as short as possible. The recipient is doing you a favor by reading it, so don't distract their attention for too long. And remember that a “cold” CP can be sent to the trash at any time.

Another important point - who should the “cold” CP be addressed to? If you have the decision maker's email address, that's good. But more often such letters are sent to one of the company’s general mailboxes, and people who do not make decisions will read it. It must look convincing enough to be passed on to management.

Commercial offer structure

The structure of a commercial offer, regardless of whether it is “cold” or “hot”, is always the same. It’s just that in “cold” you try to predict the client’s needs, and in “hot” you argue for your usefulness for the company based on real facts. A “cold” proposal should not exceed 1 page, a “hot” proposal can be much longer, and it is not always a text document; proposals in presentation format are quite acceptable.

Heading

The headline in a commercial proposal is similar in its significance to a headline in the media - if it is catchy, then the document will be read. For a cold gearbox this is the most important element. The headline should tell how the problem will be solved or how the company will benefit, while still hooking the reader. The optimal title length is one line.

What to avoid in headlines:

• Spam. It’s better to forget free, guarantee, limited offer and similar words. If you use numbers in the title, it should be a description, not a call.
• Blur.
  Wrong: Thousands of potential clients per day ( It’s unclear where these clients will come from) .
  Right: Advertising on a website with 10 thousand unique visitors per day.
• Lack of specifics. Any “beautiful but worthless” headlines: secrets of doing business, revealing the secret of millionaires. The facts will look more attractive: Connecting the widget increased the conversion of company X’s website by 30%.
• Grade. Avoid evaluative words - profitable, fastest, best, unique.

Offer

What the CP is written for is the essence of your proposal. It needs to be presented from the point of view of benefits for the client, that is, not “we offer”, but “you get.” How to do it? First, briefly identify the client’s problem, and then tell how it is solved. There should be no lengthy summaries or non-specific phrases. Study the customer's needs and competitors' offers well. Essentially, an offer is a unique selling proposition of your commercial enterprise (read how to formulate a working USP).

What to avoid in offers:

• Vague wording. The offer must correspond to the client’s values ​​and talk about specific benefits.
  Wrong: Our widget can be connected to any website.
  Right: The widget adapts to the design of your website.
  You will get all the ways to communicate with clients on one panel.
• Implausibility. Promises should not raise doubts in the client. The proposals “only fresh fish” and “office renovation in 1 day” are sure to raise questions. But “delivering freshly caught fish by helicopter from Vladivostok” or “painting office walls in 1 day” are already quite possible.
• Stamps and cliches. Cross out the phrases: affordable prices, exclusive offer, team of professionals, etc.

Belief

You told what benefits the client will receive. Now you must prove to the client that only your company can solve his problem better than anyone else. And again, we avoid general phrases and praises like “they choose us for reliability and quality.” The phrase “our system is used by Gazprom and the FSB because no one can hack it” sounds much more convincing.

Any client has a list of criteria that he focuses on when choosing business partners. These may be delivery times, speed of work, price, technical support, payment scheme for services and much more. Give an argument for each point. Cases, certificates, reviews can serve as evidence, but it is better to avoid general words and value judgments. It is important to place the benefits in the correct order. Our offer includes the strongest argument. We arrange the rest from weakest to strongest. Don’t forget to translate product characteristics or service descriptions into benefits. Don't promise something you can't deliver.

Price

We built arguments from weak to strong for a reason. When the price of your service appears after a criterion that is significant to the client, it is not scary. The cost must be justified:

• advantage of the service
• a description of what it includes
• benefits from use
• price comparison

Experts advise avoiding the word “price”; it is better to replace it with the word “cost”, and where appropriate, use “investment”.

Dispelling doubts

• Offer a trial period
• Risk reduction. For example, postpaid
• Guarantees. For example, 24/7 technical support.

• How to write a commercial proposal: main parts
• Where to find a sample commercial proposal
• How to make a commercial proposal: writing an offer
• What it should look like
• How to trace the fate of a commercial proposal

Any commercial organization that sells goods or provides services is interested in attracting new customers. One of the most common ways to introduce yourself and offer cooperation is to hand over a commercial proposal to potential clients.

Every entrepreneur or manager sooner or later faces the question -how to write a commercial proposal, so that it does not end up in the trash, but leads to long-term and mutually beneficial cooperation. In essence, a commercial proposal serves as a presentation of the company and is used as an effective advertising tool to make oneself known and expand the client base.

Types of commercial offer

Preparation of a commercial proposal- long and painstaking work. First of all, we need to understand for whom we are writing - because the form and content of the document largely depends on this.

Commercial offers can be cold or hot.

A cold commercial proposal is written for people who know nothing about you, have not asked to send them a commercial proposal, and, quite possibly, will not even read it. Often such a commercial offer is non-personalized - that is, you do not make it for a specific person.

However, if you want to increase the chances that the document will at least be opened, try to find out who the decision-maker is in the organization you are interested in and address the commercial offer to him personally. Otherwise, it may remain somewhere at the reception or on the secretary’s desk.

The basic rule of writing a cold commercial proposal is brevity. There is no need to describe the advantages of your company on ten pages: no one will appreciate it. Your goal at the first stage is to interest the client, and only then to encourage him to make a purchase. To do this, you need to write clearly, specifically and to the point, focusing on what benefits the client will receive from cooperation with your company.

Cold commercial offers are often posted on the company’s website.

Dangers await a commercial proposal at three stages:

• Receiving stage. Often commercial offers simply do not reach the addressee. It is important to know exactly who you are sending it to - otherwise it will get lost among other correspondence.
• Discovery stage. Even if the recipient has received the document, this does not mean that he will open it. Make sure that you have an interesting title and no spam words (for email) and high-quality formatting if you are presenting a commercial proposal in printed form.
• Reading stage. It is important that the person reads the commercial proposal to the end. Your goal is to compose it in such a way that it attracts and holds attention.

A hot commercial offer is always personalized. The person you are sending it to already knows about you, and, quite possibly, he himself asked to send a commercial proposal. In this case it should be written in more detail.

How to make a commercial proposal: main parts

Any commercial proposal for cooperationconsists of several parts.

• A cap. Here the company logo is placed, its name is indicated, possibly its address and telephone number.
• Addressee details (full name)
• Introduction. It indicates here that this is a commercial proposal, its title, as well as the rationale for why it was sent, the name of the product (service) with a brief explanation of what problems they solve.
• The date the document was compiled, sometimes the serial number. This is relevant for large companies with a large document flow.
• Essence, benefits and special conditions (possibility of delivery, deferred payment, etc.). This is the main part of the commercial proposal, which is called the offer.

• The convincing part. Here you can use lists and reviews of your clients - these can be ordinary people/companies, but it is better if you mention the names of stars or large well-known enterprises. This move will have a strong psychological impact on the potential client.
• Terms and prices (for a cold commercial offer, you can do without prices or indicate a price range, adding that the prices are very attractive, and discounts are also possible).
• Photo of the product with a description (for a hot commercial offer).
• Seal and signature of the director (manager)
• Duration of the offer (it is advisable to create a time limit - this subconsciously encourages not to procrastinate)
• All sender contacts.

Where to find sample commercial proposal

Often people want to downloadcommercial proposal example.You can find samples on the Internet, but in any case they need to be remade and adapted to your company.

Here are examples of successful commercial proposals:

Here are examples of a commercial proposal for the provision of services (commercial proposal for cooperation)

What should the commercial offer be?

The commercial proposal must meet the following criteria:

• be very specific;
• be structured;
• be personalized;
• solve the client’s problem, bring benefits for him (offer);
• contain a convincing part so that the client has no doubts;
• contain a call to action.

Before you start drawing up a commercial proposal, you must clearly understand who your target audience is, what their problems, needs, fears, opportunities and desires are. It is advisable to structure all the information and draw up a plan before starting to write a commercial proposal.

Immediately indicate the specific solution to the client’s problem and the result that he will receive if he uses your services. And remember that you must speak to the client in his language!

How to make a commercial proposal: writing an offer

The core of any commercial proposal is the offer, that is, the proposal for cooperation itself. The essence of the offer is to clearly explain the benefits for the partner from using your company’s products and services. . If you clearly explain to the reader what he will gain from working with your organization, he is more likely to continue reading the text and consider your offer. It is important to focus on the client and demonstrate that you put their interests first.

The offer should be specific and clear, without water, and also unobtrusive. In this part there is no need to directly encourage you to buy/order a product or service. The purpose of the offer is to generate interest and show benefits.

What it should look likecommercial proposal for cooperation

• Divide the text into paragraphs for better comprehension. Use subheadings. It is advisable that one paragraph consist of no more than 5-7 lines.
• Use illustrations, lists, and other graphic elements.
• Use bold and italics in some places. Choose your font carefully.

Remember that no one will strain their eyes when reading a “canvas” or text written in small, illegible font.

13 ways to ruin a business proposal

Before you start writing a commercial proposal, pay attention to what should not be there.

1. Spelling and punctuation errors.Believe me, this “hooks” a lot of people. Errors are not allowed on official papers - they will tell the client that you are careless, unprofessional, and not worth doing business with. Proofread the letter carefully - or give it to someone who is good at spelling to proofread. And you shouldn’t think that if “Word” hasn’t underlined a word, it’s written correctly - the program recognizes only the most serious spelling errors.
2. Well-worn phrases. Believe me, the client receives dozens of proposals in which representatives of “dynamically developing companies” and “market leaders” offer to provide an “individual approach to the client”, and “in the shortest possible time”. Don’t even hesitate - such proposals immediately go into the trash bin. Show a little imagination, go beyond the limits, or at least slightly paraphrase. Also avoid using overly complex words and terms.
3. Focus on yourself. Check how many times the words “we” and “our” appear in the commercial proposal, and how many times “you” and “your” appear. Remember that you must talk to the client and about the client, solve his problem, and not boast about your successes and achievements.
4. Wrong format selected. This may be familiarity or excessive admiration for the client, or maybe, on the contrary, the letter is written in too dry clerical language. Yes, you are interested in cooperation, but this is not a reason to fawn and praise the recipient too much. Remember that a commercial proposal is an official document. You must be polite and friendly.
5. Diluted benefits. If the client does not understand his benefit 10 seconds after he opens the letter, you have lost, and your commercial offer goes into the trash. Avoid general phrases - give him specifics.
6. Criticism of a potential client. Even if you are sure that his current counterparty is no good, and you are ready to provide goods or services of higher quality, this is not a reason to start with criticism. Sometimes shortcomings can be mentioned - but carefully and not at the very beginning of the letter.
7. A lot of general information about the client. Before sending a commercial proposal, it is advisable to study the client’s company, but you should not focus on generally known facts. Make it clear that you are not sending out standard offers to everyone, but have collected information and understand well who you are writing to - this will earn you a few points in the eyes of your potential client. But here it is important to observe moderation.
   
8. Intimidation of the client. There is no need to write that without your product or service, the company will lose money, clients, reputation - or even be on the verge of ruin. Be more positive! “Horror stories” are more likely to scare away a client than to force him to cooperate with you.
9. Distribution of standard offers. The client sees which offer is made personally for him and which is based on a template. A non-personalized commercial offer has very little chance of success. Ideally, when reading your commercial proposal, he should get the impression of a personal conversation with a pleasant interlocutor.
10. Incorrect volumes. Managers often send commercial proposals that are too long, and sometimes, on the contrary, they are too short. You need to calculate the ideal volume based on whether the offer is hot or cold, as well as the specifics of the goods and services offered. If you are sure that your commercial offer is completely unique and catchy, you can risk making it longer.
11. Extra information. The history of your company may seem very interesting and fascinating to you - to you, but not to the client. It is better to attract his attention with a provocation, an unusual phrase or statement. There should be something at the beginning of the letter that will hook a person and make him read the document to the end. After this, you need to try to keep your attention. Remember that every person has fears, a desire to feel unique, and also a desire to become better. Try to imagine your recipient, understand his problems and desires, and play on the psychological aspects.
12. Allegations. A commercial proposal must contain facts and only facts. You can repeat at least a hundred times that you are “the best company on the market” and your product is “exceptional and unique,” ​​but if you do not back up your words with serious arguments, it will sound frivolous and unconvincing.
13. Poor quality design. It's not just people who are greeted by their clothes. If you are submitting a commercial proposal in printed form, do not be lazy or stingy, hire a designer and take care of high-quality printing.

Well, the most important mistake is not understanding your target audience and sending a message to someone who, in principle, does not need your products. Although it is believed that a good salesman can sell snow to Eskimos, in practice this does not work.

What phrases increase the chances of success of a commercial proposal?

We have already talked about phrases that can scare away a potential client. But there are phrases that are guaranteed to interest him. Typically, they express a specific, measurable benefit. They can also be used in the title of a commercial proposal.

• you will double/triple your profits within the first month;
• you can reduce production costs/personnel costs/advertising budget by 20%;
• 5 year warranty;
• discounts 25%

You can also specify the validity period of the commercial offer or specific preferential conditions. This will also increase your value in the eyes of a potential client.

Checking the commercial offer

When a commercial proposal is written, it needs to be checked. This can be done in different ways.

1. Fluent. Put the document down for a while, then pick it up and read it quickly. Pay attention to your reactions: which blocks stand out and which seem weak.
2. Give it to someone in your target audience. Find someone you know who might be interested in this proposal, let him read it, and then ask him to express his opinion about the document.
3. Remove all words of praise - “best”, etc., and read it in this form. If it reads well, then the commercial proposal is ready to be sent.

Never send a proposal right away before you have thoroughly proofread and analyzed it.

Cover letter for commercial proposal

Sometimes a commercial proposal is supplemented with a cover letter. This is usually done so as not to overload the text of the proposal with unnecessary details. A cover letter is optional and is not always written. It is rarely used for a cold commercial offer: there it is important to put as much information as possible into one text.

How they write cover letter for commercial proposal:

1. First of all, you need to greet the recipient and introduce yourself: state your name, position and the company you represent.
2. Briefly describe the products and services you offer.
3. Tell us about the attachments to the letter - it could be a price list, an invitation to somewhere, conditions for receiving discounts.
4. Call the recipient to action: “call”, “write”, etc.
5. Thank you for your attention and say goodbye.

As a rule, cover letters are written using this template, although you can add some more points there. The main thing is not to make your cover letter too lengthy. It is advisable that it fit on one page.

How to deliver a commercial proposal

You can deliver a commercial offer to the addressee in the following ways:

• By email. In the digital age, this is the most common method. But keep in mind that it is psychologically easier to move an email to the trash than to throw away a paper message. If you're sending it by mail, try to grab attention with an intriguing, non-cliché headline. The advantages of this method are a minimum of time and no financial costs.

• By courier. In this case, pay attention to the paper and envelope. They must be made of good quality paper, neatly signed and formatted. In this case, there is a greater chance that the letter will be opened and read, but you will have to spend money on a courier.

• Personally. If you know your potential client, try to schedule a meeting and deliver the proposal in person. In this case, he is guaranteed to receive it and read it, and you can immediately make a mini-presentation of your product or service.

Focus on the situation and send a commercial proposal in the way that you consider the most justified and logical.

Watch the video

One of the elements of modern business is introducing 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 impression of the company and influences the decision-making on possible cooperation. Therefore, a business owner must pay the utmost attention to preparing a commercial proposal.

Types of commercial offers

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

• Cold – sent to a client who may be interested in the product or service offered. This principle is used to carry out the majority of mailings by e-mail and a significant number of targeted mailings - direct mail.
• Hot – an offer aimed at 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 of a 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 is implementing his own, in Russia or in another region.

Basic rules for drawing up a commercial proposal

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

1. a bright headline that should not only hook the reader, but also give him certain information.
2. offer – 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 purchasing it, as well as their focus on solving a specific client problem.
3. working with objections - a good commercial proposal should anticipate possible customer concerns and answer their possible questions. You can use statistical data and reviews from real customers as additional arguments in favor of the offer.
4. limitation - the offer must be valid for a certain period of time, which excludes the client’s ability to stretch out the process of making a decision on the transaction. You can eliminate the time limit from individual commercial offers, but in some cases, even there it can look organic and show its effectiveness.
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 an oil refining complex. But you always need to understand the specifics of your offer and take it into account in your offer to clients.

Example of a commercial proposal 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. You should not overload the offer with unnecessary information, for example, about the dimensions of the package, the ingredients included in the product, etc.

Experts advise making 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 an assortment. For example, a juice manufacturer can make one offer for their product, indicating that there are different flavors, packaging, etc.

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

The time limit is of great importance here, which encourages the client to quickly make a purchase. It would be good to link a time limit with a price, for example, “only until December 1, 2016, we are reducing the price of scooters to 2,000 rubles.”

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

How to make a commercial proposal 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 emphasizing the advantages of the supplier of 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 in Russia, Ukraine, and Poland. We offer our customers high-quality rolled metal at an affordable price, provide free delivery to the regions, etc.”

In the proposal for the supply of goods, customers should draw attention to the advantages of cooperation. Experts advise not to include a detailed offer for all product items; it is enough to indicate some of them that will “hook” the client. The proposal may indicate that a detailed price list can be sent upon request. As an option, the price is an addition to the offer.

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

How to correctly draw up a commercial proposal 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 purchasing the service. In this case, 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 proposal can indicate that all clients receiving medical services are guaranteed the protection of their personal data.

When providing most services, the professionalism of the performers is of great importance, which must 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 commercial proposal for construction - sample

A commercial proposal for construction work must necessarily indicate a solution to the client’s problem, but at the same time emphasize the high quality of the work performed by a particular company. In such a commercial proposal, it is effective to use information about finished objects and customer reviews. For example, “over five years of work, our construction company has built more than a hundred objects for various purposes, for example, the Domiki residential complex, the Bankovsky business center and many others.”

In some cases, it makes sense to include photographs of completed objects in your proposal or talk in more detail about construction technology. For example: “We build structures from arched structures. This technology involves the use of ready-made structures made in the form of metal arches. Its advantage is the speed of construction, so expanding warehouse space will not take much time.”

Commercial proposals for construction for a specific client are characterized by greater certainty. Such a proposal should describe in as much detail as possible the cost of the work, options for solving specific client issues, resources planned for use, and deadlines for completing the work.

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 advisable to make sure that the potential partner has the opportunity to verify its authenticity. For example, indicate the real office address, INN or OGRN of the company.

The essence of the proposal must be stated in as much detail as possible so that the partner understands what is being proposed. At the same time, you should not describe in detail the entire scheme of cooperation; the amount of information should be such that someone who is truly interested understands the essence of the proposal and continues communication, and does not waste his time on topics that are obviously uninteresting to him.

It is important to indicate all the benefits for a potential partner from accepting an offer of cooperation. Moreover, it would not be superfluous to explain why the company is making 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 be built on fair terms. For example, “our company provides it to the partner, but on the condition that the partner will purchase all the necessary raw materials and consumables for work from us in a monthly volume of no less than 500,000 rubles.”

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

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Any commercial proposal must be drawn up competently and effectively. Every business owner (regardless of its size) must have certain skills in preparing effective business proposals. Without a good offer, it is almost impossible to build a successful business. Even in simple communication with clients, you need to be able to convey to them information that will allow you to complete a transaction. A commercial proposal is not only a beautifully designed text on paper, but also the entire process of interaction with others. Any conversation with a neighbor down the street can be the beginning of a deal, which will include 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 situation.

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