Commercial offer for the provision of tire fitting services sample. Examples of commercial proposals: samples for the sale of services and the supply of goods

“Just a dry squeeze on how to make a commercial offer (Compred, KP). We will consider the main approaches and principles with illustrative examples. Also, just below I will provide templates and samples of the structure and text of a commercial offer with links so that you can download and adapt them to your needs.” © Daniil Shardakov.

The purpose of this article is to teach you how to develop a CP that, firstly, will be read. And secondly, after reading which, they will respond and agree to the proposed deal.

What is a commercial offer

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

Types of commercial offers

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

1. "Cold" commercial offer

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

Let's take a piquant situation as an example. Let's say the head of the sales department of company N has a plan on fire. Less than two weeks before the report, he's tearing his hair out, unsure of what to do, and receives an email with something like this: "5 Ways to Achieve a Monthly Sales Target in a Week." Tada-a-am! Here it is, saving the situation! And the person reads the main text, in which, among the ways, the service that we offer is hidden.

But this is only a special case. the main task"cold" commercial offer - to force the recipient to read it to the end. It is worth making a mistake - and the letter flies into the trash can.

This is why there are three main discard risks to consider when designing a cold BC:

1. At the receiving stage. Gets attention. This could be a subject line if the quote is sent via email, or a custom envelope with a color or form factor if the delivery channel is physical, etc.
2. At the opening stage. It manages with an attractive offer (it is also called an “offer”), we will talk about it a little lower.
3. At the reading stage. Gets by using elements of persuasion and marketing chips. We will also talk about them below.

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

The main advantage of a “cold” commercial offer is its mass character, however, practice shows that when a CP is personalized, the response to it is an order of magnitude higher.

2. "Hot" commercial offer

Unlike "cold" counterparts, a "hot" commercial offer is sent to a prepared client (a person who himself requested a quotation or who was previously contacted by the manager).

"Hot" CPs differ from "cold" ones both in volume (which can be 10-15 pages or slides) and in the approach to compilation. More than that, they give a person the information of interest for making a decision (price, availability, conditions, etc.). IN Lately especially popular are "hot" commercial offers, designed in the form PowerPoint presentations or translated from PowerPoint to PDF format.

3. Offer

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

Quotation offer

Not to be confused with offer. This is completely different. To make a truly powerful commercial offer, you will need a killer offer - the "heart" of your offer (English offer - to offer). This is the point. In other words, a clear statement of what exactly you are offering. In this case, it is desirable to indicate the essence at the very beginning (this is especially true for "cold" CPs).

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

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

• We offer you office furniture.
• We invite you to attend the seminar.
• We offer you to order website promotion from us.
• We offer you to wash your floors.

And so on... This is a gross mistake. Look around: competitors offer the same. But most importantly, there is no benefit for the recipient here. Absolutely none. What will he get from this? What benefits will it get?

• I suggest you save up to $5,000 on furnishing your office with chic European furniture.
• I suggest that you increase your company's turnover by 20-70% thanks to the information you will receive at the seminar.
• I suggest you attract hundreds of new potential customers at a price of 1.5 rubles per person.
• I suggest that you reduce the incidence of colds in your employees (and the number of sick days, respectively) through daily wet cleaning.

You got the idea. The main thing is to convey to the recipient the benefits that you offer him, and already goods and services are a way to get this benefit.

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

0. Footer

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

1. Title of commercial offer

Vital element. Especially for a "cold" gearbox. His task is to attract attention and catch on with the benefit.

Note: When we are talking about the "cold" compred, the heading "Commercial offer" is not the best option. If only because it is not informative, takes up space and is no different from dozens of others sent by your competitors. In addition, if a person does not expect letters from you and receives something so abstract, he reflexively makes a few clicks: “highlight” and “spam”.

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

In my practice, headlines (not to be confused with the subject of a cover letter!) work best using the 4U formula. In today's sales pitch test case, the title is a combination of a title and a subtitle.

2. Lead (first paragraph)

The main task of a lead (English lead - to lead) is to arouse interest in what you are saying. Otherwise, people just won't listen to you. Well, or if literally, then read your commercial offer. The lead always talks about what is important to the client. There are four approaches for this:

1. From the problem (most often).
2. From the solution (if there is no problem as such).
3. From objections (if relevant).
4. From emotions (very rarely).

In my sample, I used the "from the problem" approach, take a look. Below I will show a few more samples with different approaches.

3. Offer

I have already talked about creating an offer a little higher. The offer should interest the recipient in the benefit so that he continues reading your commercial offer. Practice shows that if the offer is not interesting to the reader, the CP goes straight to the ballot box (the second wave of ejection).

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

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

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

4. Benefits for the customer

The next block is the benefits blog. In other words, this is a transfer that a person receives when he agrees to your commercial offer. It is important to be able to distinguish benefits from properties and characteristics.

For example, in a sample CV for my blog readers, I can list the following benefits. Please note that the benefit block has a subtitle that is always directed towards the reader.

5. Handling objections

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

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

To inspire even greater confidence, tell us about your company, without unnecessary praises - specifically and to the point. Only facts.

6. Call to action

Another integral attribute of a correct commercial offer is an appeal. At the same time, there should be only one call (calling for one specific action): most often it is a call, but there may also be an application on the site or a visit to the sales department. Maximum - to the alternative: call or send Email.

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

Compare:

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

And one more important point. You will be surprised, but sometimes people who develop commercial proposals forget to include contact information in them. It turns out a comical situation: the recipient of the CP wants to order a product or service, but physically cannot do this, because he does not know where to contact him.

In my sample, I put the call in the footer.

7. Postscript

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

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

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

For example:

• There are only 5 fax machines left.
• The offer is valid only until August 31, from September 1 the price will increase by 2 times.

It is worth mentioning that if you make a restriction, then you must fulfill your promises. And not like you promise to double the price tomorrow, but the next day you don’t do it, but promise the same thing.

Ready sample commercial offer

If we connect all the blocks, we will get such a sample of a commercial offer. He is universal. I adapted it for the sale of various goods and services: from logistics to rolled metal. Somewhere he worked better, somewhere worse. But everywhere he justified himself and paid off. The only thing to remember is the cleanliness of the target list.

Another one forte this sample is easy to scan. A person understands what we offer him in a matter of seconds.

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

How to write a commercial offer (algorithm)

In order to properly prepare a commercial offer, you need to:

1. Step 1: Use the sample from the link above as a basis.
2. Step 2: Replace the logo, call and contacts with your own.
3. Step 3: Design a 4U heading.
4. Step 4: Describe the client's real "pain" in the first paragraph.
5. Step 5: Compose an offer with a solution for "pain".
6. Step 6: Make a Graphic Separator.
7. Step 7: Describe the additional benefits of your proposal.
8. Step 8: Eliminate key objections or briefly describe yourself.
9. Step 9: Make a call to action, write a P.S. with a deadline.

Other samples of commercial proposals

According to the above structure, it is possible to compose purely textual compreds. Let's look at sample commercial proposals for the supply of goods and on transport services. Despite the fact that they do not have graphic separators, the order of the blocks in them is identical. Notice the "If you already have a supplier" objection handler. This technique is called psychological adjustment and is described in detail in Susan Weinschenk's book Laws of Influence.

a) Sample commercial offer for transport services

Download sample commercial offer (Google Docs, MS Word, PDF, RTF formats).

How to make a commercial offer (prototype and design)

There are also more complex examples of compreds, which consist of text and graphics. This is for situations where the CP needs to be beautifully designed. In such situations, a prototype is developed first. This is a technical task for the designer. When the design is ready, the CV is sent to the potential client. See an example of such a Proposal Prototype for transport company.

But a sample of the KP is already in design (one of the possible concepts).

What to do when the compred is written

Let's assume that the commercial offer has already been written. The question arises: what to do with it next, and how to send it. Well, if the compressor is of the "hot" type. It can be saved as a PDF and immediately sent to a waiting client. But what about cold gearboxes? And there are four options here.

1. Sending by regular mail(physical format). It can work great when your competitors bombard a potential client with their commercial offers "by e-mail". At the same time, try to make the letter look expensive: a snow-white envelope made of thick paper, a stamp. Ideally, if the address is written by hand.
2. Sending a commercial offer in the body of the email(HTML format). To do this, you will need the help of special programs or services for Email marketing. An additional plus of this approach is that you see the amount open letters with reference to each contact in the target list and time. Very comfortably.
3. Send in app With cover letter. In the letter you introduce yourself and arouse interest. But not overloaded with details. For more information, the person opens the document in the app.
4. First a letter, then a compred (when responding). Unlike the previous option, you divide the sending into two stages. First, check the interest, and only when you have established contact, send a commercial offer.

Which of these approaches will work better cannot be said a priori. Need to test.

Typical mistakes in the preparation of commercial offers

There are many forms, templates and samples of commercial proposals on the Web. And most of them have one thing in common - they do not work and no one reads them. Simply because they contain the same typical errors:

1. Ode to your company in the style of "Professional, customer-oriented, young, dynamic, aspiring, reliable and blah blah blah." The client, in principle, is not interested in a company that has not interested him with a worthwhile offer.
2. Praise to the recipient in the style of hard pops "Your company has always been a model of quality and reliability, stability and prosperity ..." It is especially funny to read this in cold CPs. Flattery is good in moderation. When it overflows, the reader has a gag reflex, and the commercial offer flies into the trash.
3. Abstruseness. Another common mistake is when the beginning of the CP is overloaded with an excess of information, and in a format in which it is difficult to even pronounce it. Example: "Our company strives to stand out from the average market and provides services of unprecedented high quality, showing an individual approach to each client through the prism of symbiotic interaction."
4. All at once. Many companies consider it their duty to send in one letter both the quotation, and the price list, and the presentation, and the card with the details, and the catalog and a lot of other electronic waste, which is more annoying than helping to solve the problem.
5. Dirty target list. Purchased or old bases that have become stale and covered with dust 10 times. With this approach, it is easy to fall under spam filters. In the worst case, sanctions of postal services will be imposed on the name of the company (the name will become a stop word). Then even respectable letters will often end up in spam.
6. Abstraction and water. The less specifics, the more time the recipient needs to grasp the essence of your offer. Time is too valuable a resource to be wasted.
7. Cliche. Many companies believe that a commercial offer is a formalized document. And write like everyone else. That is, no way. Or they send a CP without segmentation - to everyone in a row. But meanwhile, the same product may have different target groups with different interests. This also needs to be taken into account.

And there are a lot of such errors in templates. Another common mistake is being boring. Many people think that if the commercial proposal is read by the director of the company, then it must be written officially, dryly and boringly. Bullshit! First of all, because, as practice shows, there are already enough dry and boring texts in the correspondence of directors. And the director is also a person. In the end.

Notes on preparing a quotation

In order to write a truly effective sales proposal, you need to push any templates away so that they do not confuse you. First of all, because many of your competitors also write CPs using the same templates.

A truly effective commercial offer requires an individual approach!

Next, start writing the CP following the above structure and algorithm. Do not forget that the offer is the "heart" of any commercial offer. It must offer some benefit through the goods or services you sell.

Do not forget about persuasion techniques: reviews, guarantees, visual images, facts.

And, most importantly, remember about the call and the opportunity to respond to it.

I am sure that this information will help you write a truly selling commercial offer!

Sales Generator

Reading time: 18 minutes

We will send the material to you:

Issues discussed in the material:

• What is a commercial offer
• What problems does it solve
• What types of commercial offers exist
• How, to whom and when to send a finished commercial offer

In this article, we will talk about how to create a commercial offer for the provision of services. It contains samples, they can be downloaded from the links, illustrative examples, as well as a description of the main principles and approaches. All this will help you learn how to compose enticing texts that are sure to interest your customers.

This is a headache for all sales managers. Joke! But seriously, any salesperson sooner or later has to develop a commercial proposal for his company. And then he will learn from his own experience how difficult it is.

A commercial offer is made in the form of a document intended for a business partner. At the same time, the correct presentation of all the details of the transaction provides the organization with a profitable contract. Otherwise, the employee who compiled this document is responsible for the mistakes made, since it is because of him that the company loses customers.

Today, many people mean by a commercial offer a kind of selling text. It, firstly, contains a detailed and clear description of all the services of the organization. Secondly, it sets out the conditions for receiving special offers, discounts and bonuses. There are no specific rules for this. In terms of form, a commercial offer for the provision of services may well be drawn up in a free style and have a different structure. In this case, the most important thing is not registration, but the result - the conclusion of a profitable deal and income.

Obviously, the commercial offer is an integral part of any marketing campaign. However, what is its function? How should you react potential client reading information about the company on advertising flyers or on the Internet?

First of all, a commercial proposal should be drawn up in such a way that:

• attract the attention of a potential buyer;
• interest him;
• induce to purchase a product;
• push for the fastest completion of the transaction with the help of special offers, discounts, bonuses, etc.

When starting to develop, adhere to the specified criteria. At the same time, you must know exactly which target audience orient yourself, as different generations have their own interests and needs.

Agree, it would be foolish to launch an advertisement for dentures using marketing tools relevant to youth. Only a properly drafted document is able to attract the right customers. Find suitable sample V modern conditions won't work for you.

• Over 15% of all operating organizations do not use a commercial offer

This is quite understandable if the reason is the specifics of the company's activities. For example, when the client is the end consumer.

However, very often commercial offers for the provision of services are not available from wholesale companies. As they say, in this case everything is decided on a restaurant napkin. It is important to understand that a commercial offer is an indispensable element of sales in almost any business.

• A commercial offer increases the likelihood of a deal by 50%

A well-written commercial offer will sell your services even without a trade representative. It will help the consumer understand the overall value, compare the facts, weigh all the pros and cons. His task is to dispel the doubts of the client and convince him of the correctness of his decision to conclude a deal.

• Only 25% of potential buyers will be interested in your commercial offer

It should be noted that here we are talking about "warm" commercial offers, massively sent to customers after the call. There are other situations as well. These are individual commercial offers used in meetings.

• More than 50% of interested people make a decision based on the information contained in the commercial offer for the provision of services

Such an offer summarizes everything that the client managed (or did not have time) to get acquainted with after several contacts with the company. It helps a person to keep in mind all the cases, facts and advantages that ignite his desire to make a deal as soon as possible.

• Organizations that develop high-quality design for their commercial proposals increase sales by 10-20% in the first two months

This is evidenced by customers who received new design without text editing. The fact is that potential buyers, thanks to a more attractive appearance commercial offer, begin to treat the company differently. Studies have shown that the visual accompaniment of content improves the perception of information by 20,000 times.

If the advantages and conditions of competitors are equal to yours or even slightly better than yours, but their offer is clearly underdeveloped, then a modern attractive design will help you overtake your rivals.

• Mentioning related services in a commercial offer leads to a 5–10% increase in sales

A sales pitch is a great place to upsell. Many buyers may not know that you are able to solve their other tasks and problems. Therefore, advertising the main and related services, you get a double benefit.

What is it, a well-written commercial offer for the provision of services?

A commercial offer for the provision of services that leads to maximum returns:

• drafted in such a way that it dispels any doubts of the client;
• clear and specific;
• contains a mention of special offers;
• demonstrates all possible benefits for the buyer;
• structured and competent;
• contains no errors.

Having discarded the formalities and focused on the most important thing, we see that the effectiveness of a commercial proposal is based on only three main points:

1. Benefit for the consumer.
2. The right target audience.
3. Right time.

Let's take a clear example. Recently, Ukraine adopted a new tax code. The volume of the book turned out to be considerable ... Then several outsourcing organizations began to offer companies to bring their accounting to the requirements of the new tax code.

An attractive benefit for customers was the guarantee. It was as follows: if any violations are found as a result of the work of outsourcers during the first check, accounting organization pays all penalties at his own expense. That is, it turns out that the customer does not risk anything. He gets rid of unnecessary difficulties, gets a clean account, and even a guaranteed return in case of problems. This is really beneficial for the client.

When choosing a suitable target audience, outsourcers used two tactics. Some occupied the niche of small and medium-sized businesses, sent a commercial offer for the provision of services to individual entrepreneurs and firms that do not have accountants.

And others immediately went to the big ones trademarks. They did this, guided by the fact that their accounting is generally a "separate state", so it is quite difficult to put things in order according to the new criteria. As a result, full-time specialists did not have to be distracted from their main work, and the outsourcing company at that time put all the documents in order.

What about "the right time"? In the situation from the example, it was important to do everything “right now”, since the code had already been adopted and was coming into force. Due to the delay, outsourcers would miss out on the benefits.

This is how an effective commercial offer is formed. Formed, not written.

Main types of commercial offers with examples

Above are examples of filling out a commercial proposal for the provision of services, which are created in one unique form and sent to many customers at once. If consumers do not expect any letters from your company, then you should first get their attention.

Advantages:

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

Flaws:

• it is possible that a person who will not make a decision himself will get acquainted with the commercial offer;
• there is no individual approach to the buyer.

It is beneficial to send basic commercial offers to advertise a single service that many people are interested in (water delivery, web resource development, etc.).

Focused on a specific client after negotiating with him ("cold" call). The main advantage of such a commercial offer is that the buyer expects it. Therefore, in this case, the document should be drawn up based on the identified needs of the client, include the offer itself and the most specific information.

Start a commercial offer for this type of service with one of the following phrases:

• "At your request, we send ...".
• “In continuation of our conversation, I send you…”.

Another important point of such a commercial proposal should be noted. It gives you the opportunity to re-call the consumer a few days after sending the letter and discuss certain nuances of the interaction (what he would like to clarify, what he liked, how much he is interested in the transaction).

A special type of commercial offer, which is public contract which does not require signature verification. It is usually used by online stores and websites of various SaaS services. When the user fulfills the terms of the agreement (for example, registers on the site), he automatically accepts the terms of the commercial offer.

What does a classic commercial offer consist of?

• Header with a graphic image (usually with a logo).
• Subtitle with the name of the service or product.
• Advertising products, attracting attention.
• Enumeration of all benefits from cooperation with the firm.
• Trademarks, company contacts.

In order to competently form a commercial offer, it is important to know the functions of each of its structural elements.

For example, the title should attract the attention of the consumer, motivate him to further view the text. This element plays important role. The task of the subtitle is to arouse even more interest in a person, and the main text is to argue the information presented above. In the end, it is necessary to approve the customer's decision to make a purchase.

How to write a commercial proposal for the provision of services: 7 steps

Stage 1. Determination of the purpose of the commercial proposal

Typically, a commercial offer for the provision of services is created for the purpose of sending to potential buyers. It describes the services of the organization with the expectation that the client will be interested in at least one of them.

But it can work for sure. To do this, it is necessary to study the needs of a potential client and focus on these needs in the description of certain services that are important to him. So, at the initial stage, you need to determine the purpose of developing your commercial proposal.

Stage 2. Create an attention-grabbing headline

Here your task is to make the person read the text. So reach out to your customers and then define a problem or show how to solve it.

Take the heading as seriously as possible. The fact is that not all triggers that are tempting for ordinary consumers will be effective in this situation.

First of all, you should avoid unnecessary words and back up the information with facts. The headline should arouse the interest of the recipient, have a deep meaning, clear and summary. Ideally, a particular commercial offer should be combined with consumer benefits.

Sample of writing a commercial proposal for the provision of services

How not to do : "Commercial offer for the supply of high-quality raw materials." The essence is clear, but the partner's benefit is not.

Most times: "Wear-resistant fabrics for the production upholstered furniture- 4000 colors available. Many different colors and durable materials will surely interest the furniture manufacturer.

Common mistakes that are made when creating a header:

• Spam

Of course, the headline should provoke and intrigue the recipient of the letter, reflect the benefits for him, specific numbers and comparisons. However, the main thing here is to observe the measure. Otherwise, the text will be perceived as spam. Surely it will be deleted if it contains the words "buy", "benefit", "guarantee", "free". Headlines with description and meaning are much more effective than empty, clearly advertising calls.

How not to do it: "Order in bulk for 30% off today only." Most likely, the letter will end up in the Spam folder and the recipient will not see it.

Most times: "Wholesale buyers of store "N" - the purchase price is 30% less." The discount is mentioned, but unobtrusively enough.

Make sure that the title of the commercial proposal for the provision of services corresponds to the content of the text. If the intrigue at the beginning of the letter is not related to the topic, the client will immediately be disappointed and stop reading it, never knowing about the possible benefits.

How not to do it: "Get 30,000 customers for 30 kopecks each." The reader will feel distrust - it is not clear where the customers will come from.

• Lack of usefulness and specificity

Headlines that don't reflect facts turn customers away. Do you think a person will become interested and begin to study the text to find out the details? Of course not. No one wants to waste their time solving riddles. Offer the consumer something specific. Then he will immediately understand what benefits he will receive.

How not to do it: "A trick that your competitors successfully use." It is unlikely that the recipient will become so curious that he will drop everything and begin to read about tricks that he may not need at all.

Most times: “Service “N” increased the income of online fish stores by 25%” - the owner of a similar business will probably want to know how this resource increased the profits of competitors. He will read this letter without any "tricks".

• Grade

We do not recommend using words such as “best”, “fast”, “profitable”, etc. in a commercial offer for the provision of services. The fact is that they do not carry a specific meaning, and customers do not like it when someone else chooses for them. Therefore, replace such value judgments with concrete facts.

How not to do it: “No one will service your cars for better terms.” The email goes straight to the spam folder. What are the favorable conditions? Surely the addressee already receives such a service. It makes no sense for him to waste his time comparing your conditions with those that he has now.

Most times: "Maintenance of the corporate fleet - three cars for the price of two." The recipient of the letter immediately sees the benefit. He will probably want to look at the prices in order to calculate which service will be cheaper.

Stage 3. Lead and offer creation

A lead is the very first paragraph that briefly describes the problem and leads the reader to an offer that reveals the essence of a commercial proposal for the provision of services. This price policy, product uniqueness, additional service, delivery time and other benefits.

In short, an offer is a unique selling proposition (USP) within a single commercial offer.

• Too long introduction, turning the first paragraph into a voluminous "watery" eyeliner that reduces reader interest

How not to do it: “You have a large staff of employees in your organization, which is why you have to buy uniforms for them every year. It is expensive and wears out pretty quickly, as the company's employees work daily for 12 hours.

You spend a lot of money to replace an old and damaged mold. In addition, you have to dispose of decommissioned items, look for other suppliers, provide them with sizes and patterns. We make uniforms good quality and are ready to help solve your problem.

Most times: “Russian Railways employs 400,000 people. These are 800 sets of uniforms per year and expenses in the amount of 4 million rubles each season for purchases from private firms.

And now the offer: “We offer to produce uniforms for your employees in our factory. So you save 35% of the cost of its purchase and another 25% for its replacement, because we only sew clothes from high-strength materials.”

Actually the first example is not so bad. However, it is not specific. When compiling such a commercial offer for the provision of services, it is important to understand that the client is already ordering a uniform for his employees somewhere. And in order for him to change the supplier, you need to convince him of a profitable cooperation using specific facts.

Let's take an example with domestic manufacturer household chemicals. The enterprise produces organic powders, which are 50% cheaper than foreign ones, but similar in quality.

The seller has the opportunity to make a good margin on them even at a favorable cost for the end consumer, which will increase the income from sales. Given this information, we will give examples of commercial proposals for the provision of services for a small retail store.

Option number 1. Management is unaware of the problem. The store owner is unaware of the existence of a similar product at a lower price. It is necessary to tell him about the problem that has arisen and offer an effective solution.

How to proceed: “We offer supplies of domestic household chemicals made on the basis of European raw materials. The purchase of environmental products "N" will be 60% cheaper. At the same time, their retail value is only 10% less compared to imported counterparts. So, the income from the sale is 50% more.

Option number 2. Management is aware of the problem and is trying to find the best solution. The store owner wants to save money. He has probably already contacted your organization. Therefore, you should focus on additional benefits.

How to proceed: “We offer supplies of domestic household chemicals based on European raw materials. The minimum order value is 6000 rubles. Check for yourself and make sure that our products are in higher demand than imported products. And thanks to the low purchase price, the income from the sale is 60% higher.”

Option number 3. Management is already cooperating with competitors. The store owner is negotiating with another supplier who offers the same product at a similar cost. Your task is to find a unique advantage over your competitor.

How to proceed: “We offer supplies of domestic household chemicals based on European raw materials. Pay for a batch of goods only after you sell it. Expand the range of your store without changing the budget. We will deliver products to the door of your warehouse for free.

Before you start developing a commercial offer for the provision of services, answer two questions:

1. What does the recipient need? The client ordering transportation needs to have his cargo delivered safely and as quickly as possible. And when choosing a supplier, the main role is played by the wholesale cost and delivery on time.
2. What do competitors offer? It is very important to know the commercial offer of rivals and to differ from them. Everyone has free shipping? Then it can no longer become your unique advantage. Of course, this fact is worth pointing out, but the emphasis should be on some other benefit.

It does not reflect the specific benefits, the value of the commercial proposal for the provision of services, the reader does not understand it.

How not to do it: “We offer supply and installation of unified machines that are suitable for use with parts from any manufacturer.”

Most times: "We offer universal machines working with any details. You do not have to look for a replacement for your raw materials. When concluding a supply contract - installation as a gift.

• Improbability of the offer

You make unrealistic promises to the consumer that cause him to doubt.

How not to do it: "We guarantee a fresh product - we deliver freshly caught fish from Vladivostok to Moscow in just one day."

Most times: "The guarantee of the freshness of the goods is the delivery of fish to Moscow from Vladivostok by high-speed helicopter within 12 hours after the catch."

• The presence of clichés and stamps in the offer

Avoid in your commercial offer for the provision of services such clichés as “team of professionals”, “affordable prices”, “exclusive goods”, “ Fast shipping”, “individual approach”, etc.

How not to do it: “We individually approach each customer and quickly process the order”; "We offer deliveries of exclusive products."

Most times: “The manager works only with you and processes the order within 15 minutes”; "Take free niche on the market and become the only dealer of thermal collars for Jack Russell Terriers. The predicted level of demand in your city is 200 units of goods per month.

If you want your commercial offer to be answered, then contact a specific organization or its representative, speak specifically, provide facts.

Stage 4. Drawing up the main part

The layout of the commercial offer for the provision of services:

The purpose of this part of the text is to reinforce the previous (offer) so that the client is finally convinced of the benefits of cooperation. Here you can confirm and prove your promises, talk about the product, reveal the benefits for the consumer.

Determine the criteria that the client will pay attention to when choosing a commercial offer:

• for services - unique differences from competitors, certificates and licenses, payment and work scheme, conditions for partners, level of professionalism, technical support, service, types and scope of services;
• manufacturer - product features, including the possibility of manufacturing according to individual layouts, minimum order, delivery terms, product range, production volumes;
• supplier - benefits for the buyer, information about the demand for the product, discounts wholesale buyers, service features, assortment, minimum purchase volume, delivery options, regularity of deliveries, terms.

Be sure to indicate in the commercial offer for the provision of services all the information that is important for the client, because he expects to receive answers to all questions from the text. Provide evidence, demonstrate benefits, use specific numbers and facts.

Justify your words, adhere to the following rules:

• Arrange the arguments in the form of a "ladder of persuasion". Most often, they start with the weak and end with the stronger. We recommend using the most impressive argument in the offer, then “lower the degree” a little, and at the end of the main part, give a couple more significant arguments for a smooth transition to the cost.
• Convert your product features into benefits. For example, "We supply economical lamps that use 25% less electricity and reduce your lighting costs by 10%."

Offer: “Using the economical lamps supplied by us, we use 25% less energy and reduce light costs by 10%.”

Arguments:

• licensed production;
• protection environment;
• long period of operation - 12 years (conventional lamps need to be replaced every three years, the savings are 500 thousand rubles);
• free delivery and installation.

Therefore, clearly show him all the benefits using graphs, mathematical calculations, accurate data. Try to avoid value judgments and general words.

Confirm each of your assurances in a commercial offer for the provision of services: indicate the names of experts, accompany the mention of statistics or scientific research with links, justify the numbers used with appropriate calculations. In the B2B segment, rational arguments are more effective than emotional ones.

How not to do it: “Our company recycles old lamps free of charge. You don't have to throw them in the trash. But this dog will not be poisoned by mercury.”

Most times: “Our company will remove the old lamps from your warehouse and recycle them free of charge. You will save 40,000 rubles on garbage transportation and avoid fines for environmental pollution.”

Maybe the business owner also likes dogs. However, it will only be the opportunity to save money or a real benefit that will convince him to purchase your lamps.

• Study the potential buyer's business

Find out what he needs and how you can help him. Compare the benefits you get with what the customer understands about their business. So, for the director of a meat-packing plant, one can compare the savings from replacing thermal insulation with the cost of 40 head of livestock, and for a factory manager - with the cost of 40 new machines.

Don't promise what you can't deliver. Obviously, no cooperation will work if you provide the service in a week, and the commercial offer specifies a period of one day. Identify real benefits and use them.

If you have a lot of competitors, then your commercial offer should stand out among other letters. Under such conditions, it is allowed to use a creative that does not cross the boundaries of business communication.

Stage 5. Justification of the established cost

Any commercial offer for the provision of services must contain a price list, because:

• this testifies to the transparency and honesty of the transaction. Since you do not hide important information, the client will know that if you see his interest, you will not raise the price;
• people often increase the estimated cost of products. If your product seems too expensive to a potential buyer, he will simply refuse further negotiations;
• the client does not have to waste time to clarify the cost. Busy people usually put off the offer to figure out the price later, and then forget about it.

Some organizations do not set fixed rates. This happens if, for example, they depend on the needs of the client. Then in the commercial offer you need to at least indicate how much typical services cost or the price range “from and to”. It is also necessary to place information about what affects the change in value.

To make it clearer to the reader, you can calculate the price for a specific case or give examples of work indicating the total amount (repair of a workshop with an area of ​​40,000 square meters using foreign materials costs 900 thousand rubles, and using domestic materials - 400 thousand rubles).

If you set a high price (more than your competitors), be sure to justify this decision, because the buyer will probably wonder why you did it. You can use one of the suggested ways to justify prices:

• Possibility to apply for a loan preferential terms or pay in installments without paying interest.
• Unique advantages of a service or product - bonuses, free service, additional service, exclusive qualities, as well as other "chips" that prove the fairness of the price (20,000 rubles include the cost of 200 units of products and technical support throughout the year).
• Availability of several service packages (premium, standard, economy). Against the background of intermediate options, the cost of a standard package does not seem too high to the client.
• The price is divided into several components with detailed description what is included in the service (for 60,000 rubles you get 30 m of pipe + packaging + delivery + installation + service maintenance+ departure of the measurer + discount for insulation in the amount of 30%).
• The cost is divided by day or month. Small daily or monthly expenses are perceived as much calmer compared to large ones. annual amount. To play in contrast, you can immediately mention in the commercial offer for the provision of services savings for the year (you pay 200 rubles daily under the contract Maintenance corporate fleet and save 800,000 per year, since we service every third car with a 40% discount.
• Savings or consumer benefits (when paying for an annual advertising placement for 100,000 rubles, 1 million people will see your ad, and the cost of contact will be 0.1 rubles).
• Comparison of the cost with something understandable and meaningful for a potential buyer (accounting services cost 200,000 rubles a year, and the tax fine is 500,000 rubles).

Stage 6. Removal of doubts

The very last block of the commercial proposal for the provision of services is designed to eliminate the doubts of the client and his final conviction. Place in this part of the text the final arguments reflecting the absence of risks for the buyer, the profitability of the transaction and showing the reliability of the company:

• Guarantees. Depending on your field of activity, this may be: free cargo insurance; compensation in case of delayed delivery; free consultations during the entire period of cooperation; warranty service during the term of the contract; return Money if the item doesn't fit or you don't like it.
• Company information if they are a significant advantage. These will be: the results of the work in numbers, specialization in specific services, work experience, licenses and certificates, information about the position on the market.
• Terms of payment and work procedure if they reduce the risks of buyers. This is employment under a contract, payment after checking the equipment or at the end of work, etc.
• Providing a test period or a free sample of goods for its evaluation.
• Social arguments, namely: a list of famous buyers, before and after photos, expert recommendations, examples of successful cases, reviews. Do not use fictitious ones, as it is immediately noticeable.

Stage 7. Call to action

At the end of the text of the commercial proposal, it is imperative to indicate the action that the client must take. Don't forget to also mention your quantity or time limits (if any).

Example: “Contact us to get a sample contract. The quantity of goods is limited - only 20,000 units. Our contacts…".

Don't use spammy words like "Do it right now" or overtly selling expressions. Instead, back up your call to action with an added value (“Contact us by January 21st for wholesale deals on any purchase amount”).

There are two ways to design a commercial offer: a full-fledged promotional material with a design and a simple structured text. Choose the appropriate option based on your personal preferences, the characteristics of the target audience and the specifics of the business.

For simple design, you need to carefully consider the structure of the text. Properly place lists for enumerations, eye-catching sidebars, highlight important details with headings and subheadings. A well-composed structure greatly facilitates the perception of the text.

For decoration with design, it is important to think over the arrangement of color accents, the choice of suitable shades, correct location blocks. You can use standard prototypes, which are very numerous on the Internet, or create your own unique design.

Of course, a commercial offer with a design looks very attractive. However, its development will require large investments and time.

It should be added that there is something more interesting standard letters, documents and PDF files. Commercial offer 3.0. is a separate beautiful page that is created in just a few hours and is hosted on the company's domain. It can be sent to clients.

Such a commercial offer is much more effective than a competitor's branded estimate or an outdated PDF file.

To understand what kind of reaction a commercial offer for the provision of services will cause from the reader, check:

• On fingers. Try to read the text without such product ratings as “unique”, “best”. If at the same time it will be interesting to read it, then you did everything right. Don't forget to back up your eulogies with certificates, stories, testimonials, accurate data.
• For understanding. Find a familiar person who falls under the target audience of the developed commercial offer. If he sees the benefits of your product and understands all the main provisions of the document after the first reading, then the text is written correctly.
• For a quick look. Just look at the document. Your task is to understand which elements of the text attract attention so much that you really want to read them (photos, highlighted fragments of the description, logos, headings). If the information presented in them helped you understand the essence of the proposal, then everything is done correctly.

After preparing the document, you may have a question about how to send it. A "hot" commercial offer for the provision of services can be saved in a PDF file and immediately sent to the person who is waiting for it. As for the "cold" offers, here you have a choice of four options:

1. First a letter, and in response - a commercial offer. Sending is carried out in two stages: check the interest, and after establishing contact, send a commercial offer.
2. physical format. This is a letter sent by regular mail. If your competitors are flooding the consumer with their commercial offers via email, then this option can work great. The main thing is that the letter looks expensive: a snow-white envelope made of thick paper, a stamp. Ideally, the address is written by hand.
3. Sending in an attachment with a cover letter. It needs to introduce itself and arouse interest. Just don't go overboard with the details. If the reader would like to see additional information, it will open the document in the application.
4. Sending a commercial offer in the body of the letter (HTML format). Use a special service or program for email marketing. Additional advantage of such a method is that you will see the number of open letters with reference to time and to each contact in the target list. Very comfortably.

It is impossible to say in advance which of these approaches will be more effective. You need to test each of them, and then compare the results.

2019-10-28 07:57:18

An excellent article for everyone who wants to make the right commercial offer for the provision of services. Learned a lot of useful things. Thank you.

As a rule, in engineering companies and manufacturing enterprises engineering services are questions of finding suppliers for complex Technical equipment. Highly qualified specialists - engineers draw up a technical task or draw up a description of the equipment. If the characteristics of the equipment are determined project documentation and this equipment is manufactured to order, then specialists of engineering services search for manufacturing companies, request commercial offers from them, interact with them on technical matters, sometimes they rewrite the application for the order several times so that it matches the form of the manufacturer.

Request for proposals and supplier search are not essential official duties engineering services are often time-consuming and have high labor costs for qualified specialists.

We conducted a small experiment on requesting a quotation for electrical equipment that is made to order. The application was from a real customer, instead we did the work "manually" to find a manufacturer for the manufacture of electrical equipment, the cost of which varied from 1.5 to 2 million rubles.

What were the results?

The statistics are as follows. 40% of companies did not open emails even with the title in the subject "Application". These letters are simply lost in the general mail.

Of the 24 applications read:

8 companies sent price lists or redirected to the site to fill out their application form;

6 companies answered that they do not manufacture equipment in this configuration, or they will not deliver it to our region;

After 3 weeks, 2 sales managers called back and asked if we still have a need for equipment that their company produces, while the previous request was not answered, and they will call once a month (such work)!

6 companies ignored the application for other reasons and did not answer;

Only 2 companies sent targeted commercial offers.

We spent about 16 hours of working time searching for contacts, sending requests to each company, collecting and analyzing the results. As already noted, some companies do not have time to process the application on time, but the phone gets into their database, and they will call “cold” for a long time and identify the need for their products.

If the equipment is expensive, then two commercial offers are very few for analysis and decision making. Therefore, everything has to be repeated - calling those who did not answer, rewriting the application, so the actual labor costs are doubled.

What is important when requesting proposals?

When requesting proposals, it is important to receive a sufficient number of proposals, in a convenient format - for analysis, with the necessary information, and within the specified time frame. The task is not easy - this is known to specialists who are engaged in procurement on a regular basis.

First, you need to find contacts of suppliers and equipment manufacturers. Secondly, to form a request so that suppliers respond in a single format that is convenient for comparison. Thirdly, ask questions that are relevant when ordering equipment, such as production time, delivery costs, work experience, quality of work. And, fourthly, the deadline for accepting proposals is limited, and to speed up the process of obtaining proposals, specialists call even their suppliers.

How to optimize the process of finding suppliers and receiving commercial offers?

At the same time, 4 criteria must be met:

Number of offers;

Convenient offer format;

Sufficiency of information;

Compliance with the deadlines for receiving proposals.

If the first criterion depends on the number of covered suppliers, then the remaining three are a question of making a quality request and the professionalism of supplier companies, which will try to keep the form in their proposal and answer all your questions.

To reach a wide range of suppliers, there is no need to do a mailing list for 40-100 contacts. One publication of the request for proposals in electronic system RFP you will cover all quality suppliers and manufacturers who will respond to your request within the specified time frame.

You can make a high-quality request for proposals using one of the samples below. Make a specification technical description or a task for equipment or materials as a separate document, if necessary, attach a diagram.

If you need 3-4 quality commercial proposals from direct suppliers and manufacturers and you have at least one week to collect commercial proposals, then publish the request for proposals in the RFP electronic system, attach the specification, terms of reference and (or) circuit diagram. Within the given timeframe, you will be answered by those suppliers and manufacturers who are ready to fulfill your order according to your conditions. Most importantly, you will spend no more than 15 minutes of your own working time on this, and then suppliers and manufacturers will contact you to clarify the details of the order.

What do you get as a result of publishing a purchase requirement in the system RFP ?

As a result of publishing your purchase requisition in the electronic RFP system, you will receive:

Three to four commercial offers from direct manufacturers without intermediaries and resellers;

Guarantees of inaccessibility of your contact data for unscrupulous manufacturers and suppliers who use cold calling methods; also, your contact details are not available to casual visitors to the RFP resource;

Saving labor costs of highly qualified specialists.

What can you do right now?

You can download a sample request for proposals free of charge for any purchases and even for work. If you haven't found your perfect sample request for proposals or you have a non-standard task or equipment, then write about it by e-mail and we will definitely answer you!

If you already have a need to request proposals for technically complex equipment according to the specification, then use the service electronic platform RFP.

1. Download a sample request for quotation, fill it out on your company's letterhead.

2. Connect your organization to the electronic RFP system ().

3. Post requests for quotations for any goods, materials, equipment or services on the RFP site ().

Please note that consultations of our highly qualified specialists, preparation of documentation and publication of a request for proposals in the RFP electronic system are free of charge! You can learn about all the conditions in the "Customers" section and from the presentation"Customer's personal account or how to work effectively in the RFP electronic system!" .

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

What is a commercial offer

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

Varieties of commercial offers

There are two types of commercial offers:

1. Personalized. It is created for a specific person, inside the document contains a personal appeal to the addressee.
2. Non-personalized. Another name for this type of commercial offer is “cold”. The document does not refer to a specific consumer or potential partner; the information is anonymized and directed to a large number of potential customers at once.

What functions does a commercial offer perform?

Before you start compiling a commercial proposal, you need to understand what functions it performs. In some ways, they are similar to the tasks of advertising messages:

• Attract attention.
• Interest.
• Encourage purchase.
• Generate a desire to purchase a product.

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

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

Standard Quote Structure (Template)

• A title containing a graphic image (usually a logo).
• Subheading that defines the product/service.
• Attracting attention, advertising services and products.
• All the benefits of cooperation.
• Sender's contact details, trademarks.

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

What should a good business proposal look like?

In order to create a proposal that gives the greatest return, you need to understand that the document must:

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

Rules for compiling a commercial offer

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

After the necessary information is received, it is necessary to structure it. For this, a rough plan offers, indicating the advantages of companies, various ongoing promotions. The content of this document may consist of the following sections:

• A clear definition of the problem.
• Resolution options.
• Arguments that prove the need to use the services of your organization.
• Description of various promotions and offers that increase the benefit of the buyer.
• Call to action.

The title should mention the solution to a specific consumer problem. It is important to indicate to him the final product, which the goods of your company will help to make.

It is not necessary to include information about the achievements of the company in the commercial offer. Long stories about how it all began should be avoided. A potential consumer is unlikely to be interested in this.

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

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

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

It is very important that the offer is of high quality. It is worth using the services of a professional designer. Beautiful design may attract the attention of consumers.

As an argument, you can use:

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

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

How to increase the readability of a commercial proposal

You can increase the readability of your sales pitch in the following ways:

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

A few more rules (sample drafting)

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

Do not use a large number of negatives or generalized information. The text font must be the same. It has been proven that almost a third of readers pay attention to quotes and information enclosed in quotes. The title should not be capacious and informative.

Main text. In this part of the commercial proposal, it is very important that the reader does not lose interest. It is best to fit information in one small paragraph. And then pay attention to specific details. It is worth highlighting the advantages of the product, be sure to address the reader with “you”. Composing long and complex sentences can be intimidating. It is undesirable to use professional terms.

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

Errors that are made when compiling

Unnatural praise of the client.

There is no need to use templates and duty phrases that will only repel a potential client.

Using critical remarks towards the addressee.

It is absolutely not necessary to do this, even if the goal of the company is to help a potential consumer. This can cause extremely negative emotions at the client. It is best to use a stick and a carrot - first highlight the pros, and only then point out very minor flaws.

Supply glut general information about the client.

Intimidation of the client or the so-called "horror stories".

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

Sending one offer at once a large number persons.

Non-personalized information will cause less interest among potential buyers. The return on such offers will be minimal. No need to try to reach a large audience at once. It is better to single out the sector with which work is most likely to give an excellent result. It is important to write a commercial proposal in such a way that the reader can feel that he is being spoken to in private. Possible use additional information, which indicates that the communication is conducted with this particular client. It is worth using information about the previous communication, if it was of course.

Misunderstanding the concept of a "long" letter.

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

No wonder people often call very short films boring and stretched out, and call a 3-hour movie the most exciting, without mentioning its duration. The same is the case with works of art, news, books, letters. The reader will not perceive 5 sheets of a commercial offer negatively if they are really informative and catchy.

To put in the foreground the correspondence of the sentence to the grammatical rules.

Such an attitude to writing texts can develop from the school bench, where the grammatical component was the main factor. In life, everything is completely different. It is much more important for the reader to understand what is written about. It is necessary that the information is read and perceived by the client easily and informally. It is worth building an offer so that it looks like a real communication between the seller and the buyer. Here it will be perfectly acceptable to use fragments of sentences and phrases, sometimes even desirable.

Give the customer a reason not to study your offer.

Do not be naive to assume that the reader will be extremely interested in information about your company, especially about its history. It's not like that at all. Potential buyer it's the least interesting. It is necessary to attract his attention with some kind of provocation, an unusual statement - in a word, with everything that will bring him out of balance and force him to read the commercial offer to the end. It is worth considering the fact that retention of interest is no less important aspect. You need to focus on what can motivate a person. Most often, the needs appear because of some fear, the desire to become individual, guilt, the desire to become beautiful or healthy. It is in this vein that it is worth considering the problem, dedicating a commercial proposal to it. And then to show that the proposed product can satisfy all needs.

It is unlikely that the client will be disposed to your commercial offer. You need to back up your information with concrete evidence. It is worth giving the clearest arguments. This approach will be able to convince the reader that he bought the product or began to cooperate.

Checking the commercial offer

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

• The so-called check "on a cursory look." To do this, you just need to look at the document. It is important to understand which parts of the text stand out so that you really want to read them. These are headers, logos, highlights text information, photos. If the information used there was able to help build a complete picture of the essence of the commercial proposal, then everything was done correctly.
• Check for understanding. It is important to find among your friends and acquaintances such a person who would fall under the target audience of your offer. If, after the first reading, he caught all the main ideas of the document, saw the advantages of the presented product, then we can conclude that the proposal was drawn up correctly.
• Finger check. It is worth trying to read the text without words about the product like “best”, “unique”. If it is interesting to read the proposal in this form, then everything is done correctly. It is very important that all eulogies about your company are supported by accurate data, reviews, stories, certificates.

Examples / samples of commercial offer

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

I share the secrets of compiling effective commercial proposals using my own example. I was approached by the director of an accounting firm. Objective: to sell accounting outsourcing services.

First, let's analyze the initial sample of a commercial proposal performed by the customer:

Main mistakes:
1) Hat with props. This is an extra element in the commercial offer. Requisites are needed to draw up a contract and pay bills. And the task of a commercial offer is to “pull out” a client for contact. Interest. Change it from "cold" to "warm".

2) No title. The phrase "commercial proposal" is not such, alas. The purpose of a headline is to encourage the recipient to read the text.

3) There is no clear offer (sentence). The reader of the KP does not understand what is being offered to him. The text contains information about what accounting outsourcing is, why it is beneficial, etc. But there is no obvious suggestion: do this and get that.

4) "Empty" adjectives. For example: high-quality services. What does it mean? By what criteria is high qualification determined? Facts should be given instead of such pacifiers. For example: services are provided by accountants who have worked for 5 years as chief accountant. Together, they helped 110 companies improve their accounting and save money. Now amorphous highly qualified has found flesh. Became visual.

5) “We will be glad to cooperate with your company” is clearly an extra phrase. Remove it and absolutely nothing will change. You must ruthlessly weed out verbal weeds in commercial texts. Especially when your target audience is business people, leaders.

Now let's analyze a sample commercial offer developed in the studio of selling texts.

Customer feedback on the new commercial offer:

Roman, thanks KP works. Here is a customer review: “Good evening. Short and tasteful. Give me a call Monday morning and we'll talk it over. I like your offer"
(Sergey Stolyarov, CEO Business Element LLC website: www.buhmoscow.ru)

Let's go through the differences:

1) First of all, the design catches the eye. Agree, such text is more pleasant to read than a "footcloth" on a white background. Visual blocks, as it were, reduce the amount of text. We lay out the information on "teaspoons". And the reader "eats" them more willingly.

2) There was a headline with a benefit. Now in 10 seconds you can understand what the company offers.

3) There was a "problem" paragraph. It draws the reader's attention to the problem. KP is designed for new companies. And often the newly-made head "scores" on accounting until the tax grabs the balls. This paragraph says: bookkeeping is important, and here's why ...

4) We give a short offer (the essence of the CP) and strengthen it with benefits.

5) We increase the value of the commercial offer. Breaking down the service into its component parts. Thus, we show how much the client receives for little money.

6) Add a block with social proof (reviews).

7) We eliminate the "pain" of the client. What is the risk of a client who decides to use the proposed service? He risks spending money on a poor-quality service. Yes, everything is beautifully painted in the commercial offer, but is it really so? To remove this objection, we give a guarantee: if you do not like our service within a month, we will return the money.

8) We make a time limit in P.S. so that the client does not postpone the decision.