Commercial proposal for the provision of technology. Commercial offer for cargo transportation. Service Quote Templates

Their varieties include the following types:

Individual;
Typical;
hotter;
cold;
Combined.

Each of the presented types meets its goals and is aimed at mass character or, conversely, at a specific potential client.

It is an individual letter that is one of the most common and most effective. Often, a commercial offer is made over the Internet and is formed by an experienced and highly qualified copywriter. The “stuffing” of KM is basically an extensive menu of services or goods that this particular person needs, and at that particular time.

Individual

Individual commercial letters are sent to each specific person, mainly for the appointment of subsequent negotiations or meetings.

Most often, it is advisable to make such an offer after a cold call., after which the person will already be prepared and will wait for the letter. An individual sales letter should contain a maximum of individual information of the client in order to establish the necessary connection between the company and the consumer.

ICMs generally begin with the phrase: "As you asked, I am sending you _____ ....". After two or three days, according to etiquette, you can call the client and discuss services or goods with him.

Typical

Typical or mass commercial offers are sent without specifying the personal data of the consumer, in a very large amount. Such a letter aims to interest the client as much as possible, to draw his attention to your company. Some of the benefits of this mailing list include:

Coverage of a significant audience at once;
A high level of saving time and effort for mailing and compiling CM.

To negative sides A typical letter should include the following characteristics:

The person does not receive a personal offer;
Often the mail is sorted and sorted by the person who does not make the decision at all.

hotter

hot type commercial offer recovers to a potential client, at the moment when there was already a preliminary conversation or meeting, or telephone conversation.Hot offer is a price list with a lot of visual information: pictures, diagrams, diagrams. AT recent times hot sales letters made in the form of a presentation have become very relevant.

Cold

Cold emails are sent to a client who does not yet know anything about the company and its services, i.e. a client with whom no prior work has been done.

Many today call such mailing simply spam and it is very negatively perceived by consumers. And this is where experience and professionalism come into play, a specialist copywriter needs to write a letter so that it touches the reader and interests him so much that he would not throw it in the trash or mark it as spam.

When sending out "cold" letters, you need to know that in no case should they be long and unreadable, literally one piece of printed text. This is characterized by the fact that the consumer was in principle in this moment not configured to receive any information, so it is unlikely to read more than 1, maximum 2 pages.

A feature of the "cold" offer is the mass mailing, and the disadvantages include insufficient customer attraction.

Combined

The combined commercial offer is one of the most versatile in the mailing list. In such a message, it is necessary, on the one hand, to offer the client a unique service, and on the other hand, to make such offers, which certainly not everyone will refuse. For example:

With our help you will save $5000;
We will help you increase your company's income by 40%;
With us, you can get 10 times more customers than ever before.

Thus, you can quickly and briefly convey to a person the maximum of his benefits of cooperation with this company. It is this company that will give the client what others cannot offer.

A combined sales letter should include the following main canons:

Favorable cost, really different from competitive companies;
Warranty or follow-up service;
Responsiveness and service provision;
Possibility of discounts and bonus programs;
Success and prestige of the company's brand;
Possibility of delivery.

All of the above characteristics should be presented in the most beneficial, even ideal combination.

In no case should you limit yourself in a commercial offer only to a description of the advantages of the product and its characteristics, it is necessary to offer a potential client several more important services.

Types of services for which they are compiled

Today, there are several main areas for the provision of services, in which commercial letters are often formed, among these:

Transport and transportation services;
Construction services;
Services of a lawyer or notary.

For the provision of transport services

KM for transport services apply to the following areas:

Operative transportation of cargo in the city;
Transportation of goods between cities/countries;
Transportation of passengers.

For example, a business proposal might look something like this:

“You urgently need to move things / furniture from city to city, from house to house and you don’t know who to contact? Do not despair! The company "S Veterkom", which has been on the market for more than 5 years, will take you from point A to point B in a matter of minutes. And most importantly - the tariff is minimal! … Do not delay, pick up the phone and call us, we are glad to see everyone!”

For the provision of construction services

The construction direction was, is and will be, therefore there is a lot of competition in this segment and it is necessary to make a commercial offer wisely!

So, the KM for the provision of construction services may look something like this:

“The construction company “My House” will creatively draw up a design plan for any room you have thought up, we will form the architecture of the building, quickly and efficiently complete the construction and interior decoration. Only we offer you a new bonus program - 5% of the cost of work! Hurry! Call! And you won't regret it!"

For the provision of legal services

“You are at a crossroads, do you need advice or legal assistance? Only our experts will help you qualitatively, quickly and most importantly - reliably! Our prices will pleasantly surprise you: find below - we will refund the difference to you! Sincerely, CEO JSC "Jurist"

The primary purpose of the offer

A commercial proposal is written with one purpose - to sell a product / service. Actually, we can say that CM is the main tool of trade - advertising (but not advertising). It is important not just to offer a product, but to “hook” the client.

In competent hands, KM is a selling tool, but with unskilled handling, it's just a stupid waste of time.

There is one small trick, if the client finds it difficult to come up with a reason why they could refuse when they call again, it is worth saying that the fax does not work and try to arrange a personal meeting.

And that's it at the meeting to persuade the consumer to his side.

Design rules

There are several basic rules by which it is worth compiling it correctly:

It is recommended to issue it on company letterhead;
State everything without unnecessary water, only brevity;
It is mandatory to have the company logo and all relevant details;
In no case should grammatical errors be allowed;
All text should have a structure, no randomness in writing;
The text must be written in the same text, in a standard font;
In some cases, if necessary, you can insert illustrations and pictures, diagrams or diagrams, for greater clarity;
For an individual CM, a personal appeal is required;
Slang, abbreviations or abbreviations are not allowed;
You always need a signature at the end, and contact details.

Structure of the KP for the provision of services

According to the rules, the text of the CM has its own structure, which in without fail worth following.

header

The first words that carry the meaning of the commercial proposal should encourage the reader to continue studying the letter and not throw it in the trash. It is best to contact a potential client personally, this will always make you at least read the letter to the end.

If there was a previous telephone conversation, it is worth mentioning this and developing any topic raised in it.

Sometimes it is advisable to mention some quote from an international forum or congress, if, of course, the topic is related to the topic of sale.

Introduction

It will also be quite incorrect and rude to immediately praise the addressee or his activities.

It is worth being wary of rash phrases that can make the addressee put the letter aside.

You can mention a little about the history of the creation or development of the company, some interesting (!) Fact.

The essence of the proposal

Briefly and to the point describe the service, you should not describe all the little things, you need to leave a little intrigue.

There is no need to write in "abstruse" terms and concepts, having stumbled upon them, the client will simply throw out the letter.

It is necessary to give only useful and convincing facts and arguments.

It is definitely worth prescribing a detailed scheme of work and possible cooperation (who will do what and what kind of benefit, profit);

The order of work, diagrams, diagrams, illustrations must be placed in a separate application so as not to overload the CM.

Information about your company

Information about the company is simply necessary, but it is worth doing without listing the merits and "mythical heights". It is necessary to briefly and clearly state the facts about the company, for example:

Year of foundation;
Work experience;
Author's, unique technique;
Links to portals on the Internet;
Participation in promotions, events;
Real (!) reviews and thanks.

It is worth remembering one simple thing - everything that will be written is easy to check, therefore, in no case, you should not invent anything.

call

A call to action is required, such as call or meet, buy, etc. The style of presentation is clear and understandable, it is not necessary to describe any vague concepts and perspectives.

In no case should disrespectful treatment or condescending phrases be allowed.

Contact details

Contact details are required condition KM, because in the case of an approval provision, the consumer will need to understand how to contact the service provider.

Date of departure when drawing up a commercial offer and the term of its validity

The first thing to do is to make a list potential clients and send personal letters to the specified addresses. Before sending letters, it is worth double-checking whether the data is correct, whether there are any changes. If the letter reaches the company secretary, you can call and delicately clarify exactly when to expect a response.

After sending the CM, you should wait a few days - let the client read and think, but not for long (2-3 days), so that the consumer does not forget about the new service / product.

Any conversation, even with the secretary, must be exceptionally polite and professional. It is worth remembering that the secretary is the eyes and ears of the boss.

For a commercial offer, it is important to use three languages correctly:

Data;
Advantages;
Benefit.

Typical compilation errors

When writing a sales text, you should focus not only on the product, but also on the benefits for the potential customer.

It is very important to write a letter correctly in order to interest the client..

KM should be easy to understand and read.

Sample commercial proposal for the provision of services

For example, CM could be:

Date: "____" ____________________ year

To whom: __________________________

Participant_______________________

(full name, legal, actual, postal and e-mail address, phone number, fax number, full name, position and phone number of the responsible person, full details, including TIN, OGRN and OKVED).

After studying the direction and dynamics of the market, we ________ offer ______________________________________________________________

in the amount of ________________________ without VAT, in addition, VAT __________________ and the total amount with VAT _________________________________

(in numbers and words)

Without Advance (Advance _________)

Warranty period ______________ (months, years).

The presented commercial offer is valid until ___________________________

confirmed by the attached table and calculation (Appendix No. A):

No. p / p	Name of service	Unit rev.	Price per one.		Estimated number of services for the entire period of their provision	total cost
			Without VAT	In addition, VAT		Without VAT	In addition, VAT
1	2	3	4	5	6	7	8
Total
Total with VAT

If our commercial offer is accepted, we undertake to conclude an agreement in accordance with the attached draft agreement and provide services in accordance with the requirements of the terms of reference and request for proposals.

Position, full name (signature, seal)

What is a commercial offer. What is it used for. How to fill out a quotation template for the provision of services in 2020.

Dear readers! The article talks about typical ways to solve legal issues, but each case is individual. If you want to know how solve exactly your problem- contact a consultant:

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Main Feature market economy is healthy competition. In such conditions, each enterprise should be able not only to produce high-quality products, provide services or perform work.

It is important to present your product to the client in such a way that he is interested in it, since similar offers will be presented to him on the market. Before making a choice, he will weigh his benefits.

Basic moments

Attracting the attention of the client is the main task of marketing a company and a brand. The main and final goal in this case is to expand the customer base by attracting new customers and retaining existing ones.

For this, various tools are used, among which are:

stock;
discounts;
assortment renewal;

It is important to inform the client about most of them so that he gets the opportunity to evaluate the benefits.

But the most effective information method today is considered to be a commercial offer. Mistakes made in the preparation of proposals can lead to the failure of the transaction.

Required terms

A commercial offer is a type of business letter written on behalf of a company or its executives with an appeal to a potential client or partner with the presentation of favorable terms of cooperation.

There are three types of commercial offers:

These types differ in the form of appeals and structure, but they all have one purpose - the level of sales of products, services or work of the company will hang.

What is the purpose of the document

A commercial offer allows you to create a foundation for further negotiations on the terms of beneficial cooperation. Its main task is to interest the addressee and call for dialogue.

Through commercial letters, customers are informed about the appearance new products, changing the terms of cooperation for existing customers and offering benefits to potential ones.

The letter of offer should have a certain call and message for cooperation, for which it is necessary to present information about the usefulness, quality and availability of the product in the most accessible and concise way.

It is these three indicators that consumers usually pay attention to. An offer letter for the provision of services is one of the stages in concluding a cooperation deal.

After the addressee has read the document, his task is to contact the sender. They can agree on a preliminary meeting, at which the interests of the parties will be discussed in more detail.

Regulatory regulation

The preparation and use of commercial offers is an individual decision of the company or brand. This issue is not regulated or controlled by the authorities.

How to write a commercial proposal form for the provision of services

Depending on the purpose of the appointment, commercial letters are distinguished:

Presentation CP	Informs the audience about the appearance of a new service
Promotional KP	Provides information about discounts and other temporary benefits
Festive CP	Describes the provision of discounts for an event, can be individual or mass
thanksgiving	Sent to customers who have used the services, it necessarily contains a call for re-contact
Invitation letter	Contains information about an upcoming event organized by the company that the client should attend

With frequent use of letters of commercial proposals for the provision of services, it is advisable to create a template that will then simply be filled out. But it is worth noting that any part of it can change depending on the purpose of use.

Document structure

The commercial offer has a structure consisting of the following elements:

footer or header. Contains information about the sender: logo, company contacts, including address, e-mail, phone number, it is important for counterparties to specify and .
this item is defined not as an appeal, but as a description of the person to whom the document is intended.
the heading for counterparties may look like a representation that this is a "offer". For clients, it is necessary to choose a phrase that would arouse interest and call for further reading of the information.
the main text consists of the following paragraphs:

Lead	This is the first paragraph of the text, it should become a logical continuation of the title and continue to interest the reader to receive more information posted in the document
Offer	Expresses the main essence of a sales letter, that is, what you want to offer the client
Benefits	They should go immediately after the proposal so that the reader positively accepts the appeal and is ready for cooperation. It is advisable to highlight this paragraph with a subheading that indicates to the reader that the offer is really profitable. It is important that the benefits are real, they should not be invented. Before prescribing them, it is worth analyzing what is interesting to the client, and whether you can give it to him
Objection avoidance	No matter how profitable the offer was and how well it was drafted. In any case, the client may have doubts, they must be foreseen and prescribed why the doubts are in vain

call to action - can consist of just one sentence or phrase, which should encourage the client to still contact you.
postscript - may contain important information, which was not indicated in the main text, but is of great importance and will push the client to the actions you need.

Before compiling an offer, it is imperative to analyze the audience to which it will be addressed, or a specific client.

This will allow you to more correctly identify and indicate benefits, objections and other important points.

Using different analysis tools, you can also find out in what form certain items should be displayed - directly or veiled.

How to compose

One of the advantages of a sales letter is that it does not require additional costs for its preparation.

Depending on the form in which it is sent, they can be reduced to a minimum. To send a letter, you can use the most convenient method.

This can be a printed document that is sent using a courier company or delivered to the client by the sender himself.

Also effective is a commercial offer submitted to in electronic format to the client's email.

This method is the least expensive and is most often used by companies that use Internet resources to communicate with customers.

Before proceeding with the preparation of a commercial proposal, it is necessary to conduct a thorough analysis that will identify the strengths and weak sides its activities.

When composing a letter, it is necessary to focus on strengths.

Unlike a letter for the supply of goods, a supply proposal may have slightly different parameters during execution and depends on who the dialogue is with.

When communicating with legal entities that see a partner in the face of the company, the following parameters are used:

use of letterhead;
lack of additional design;
one font style;
highlighting the title in bold.

Such a letter may take the form of a formal address. If the target audience to which the offer is sent is individuals, presented not as partners, but as clients, the letter will have a peculiar form of advertising.

In this case, it is worth using not only a well-chosen text, but also an attractive design.

For design, it is best to use the corporate colors of the company, it is necessary to place a logo or other visual attribute.

In the letter, you can use a variety of fonts to highlight important points, as well as headings.

By special equipment

The performance of services using special equipment is of interest to a certain target audience. It depends on what functions this technique performs.

In this case, it is quite easy to analyze interests and highlight them when writing a letter.

Please note that you can describe the special equipment that is involved in the performance of work or the provision of services.

But at the same time, you should not go into details about its technical indicators. It is more important to determine what benefits it provides.

Transport

Transport services are divided into passenger and freight. Depending on this, the benefits and offers that they can offer their customers vary.

For passenger transport the quality of services is expressed in the arrangement of comfort during the trip, the experience of the driver, which ensures safety, etc.

Video: what a selling commercial offer should look like

When transporting goods, the accuracy and attentiveness of the driver is important, technical capabilities transport, which will ensure the safety of the cargo.

We can also talk about the provision of repair work in relation to transport. In this case, it is important to focus on a wide range of services.

Legal

The target audience in this area depends on the specialization of the company. As a rule, individuals apply to the company once, so it is not always advisable to offer them repeated cooperation.

But legal entities and individual entrepreneurs can apply for services regularly, as their work is related to the execution of contracts and other documents, as well as accounting operations. Therefore, they may be interested in your suggestions.

Construction

When describing the benefits of construction services, it is important to note quality and speed. The target audience in this area is very diverse.

But in general, customers pay attention to the main factors:

speed;
quality;
price.

They need to be emphasized.

Cleaning

The commercial offer of cleaning companies can be varied. This is what makes it special. This service is in demand among both individuals and legal entities.

For each sector of the target audience in this case The best thing to do is to make your own proposal. There are seasonal services about which it is also worth informing customers.

Sample Fill

For clarity, we suggest you consider a sample commercial offer for the provision of car service services:

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:

Personalized. It is created for a specific person, inside the document contains a personal appeal to the addressee.
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:

To draw 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 hard copy, 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 product.

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 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 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 necessary information will be received, you need to structure it. For this, an approximate proposal plan is drawn up, 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 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 can attract the attention of consumers.

As an argument, you can use:

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.
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.

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

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 to a large number of people at once.

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. The potential buyer is the least interested. 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 not less than 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, Photo. 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.

Letter #1:

Transport company "Delopis.ru" offers you the following services:
- Sending 3, 5, 20, 24, 40-ton containers from Moscow to any regions of Russia;
- Door-to-door delivery;
- Freight forwarding at the point of departure and at the point of destination (responsible acceptance, recalculation of places, transportation);
- Insurance of all types of cargo;
- Tracking the progress of cargo along the entire route in real time;
- Possibility of granting deferred payments, professional staff.

Maximum attention and respect to each client. Start working with us, saving time and money!

Sincerely,
Petr Petrov

Letter #2:

We carry out any volume of unloading and loading operations, professional teams for the transportation of pianos and grand pianos, antiques, safes and ATMs. Fast, high quality.

We carry out apartment and country moving. Equipped furniture vans, professional movers, we provide furniture assembly and disassembly services, packaging, we provide packaging material.

Fast, high quality.

Sincerely,
Petr Petrov

Letter #3:

"Delopis.ru" renders forwarding services on the territory of the Russian Federation and the CIS. The company operates in the market of cargo transportation in Russia with 2008 The company has the ability to offer the most optimal solutions for the delivery of goods and ensure the stability and quality of fulfillment of the obligations assumed.

The main direction of our company is auto-cargo transportation. During our existence, we have accumulated extensive experience in the delivery of various goods throughout Western and Eastern Europe, the delivery of goods to the cities of the Northern and Southern directions. The company is constantly growing and developing, expanding the range of its capabilities, improving the quality of services provided and the geography of transportation.

To fulfill the orders of our customers, we use our own refrigeration
vehicles with volume from 82 to 96 m3, carrying capacity up to 32 tons.

The company can provide the following services:
- delivery of your goods in cities
- organization of targeted delivery
- intercity transportation throughout the territory of the Russian Federation and the CIS
- transportation of perishable goods
- complex solutions for the delivery of your goods
- at your request, the transported cargo can be insured
- security escort is available upon request
- all tariffs include VAT 18%, as well as carrier's liability insurance

If you are interested in our capabilities, we are ready to process your technical task and calculate the cost of the services you need.

Sincerely,
Petr Petrov

Letter #4:

We offer a wide range of services for the organization of transportation by sea of oversized, dangerous goods, container transportation and freight forwarding services for goods in export and import traffic. We offer services for organizing the delivery of cargo from China, Japan, Korea and other countries to any region of Russia through the settlement of Nakhodka, the settlement of Vostochny and the settlement of Vladivostok. We have our own staff of declarants, we process goods according to transit declarations.

We are very interested in cooperation with your company and are ready to offer you competitive rates for the transportation of your goods.

Sincerely,
Petr Petrov

Letter #5:

We provide services for the transportation of goods in Russia. We also carry out a fence from the regions. We complete and poison the cargo by order of a client from another city. We help to solve urgent and non-standard situations related to the delivery of your shipments.

Sincerely,
Petr Petrov

Letter #6:
Ladies and gentlemen!

We invite you to use the services of our transport company. Road transport export and import cargoes are carried out both with the help of our own base of road transport (tilted cars VOLVO, MAN - 20 tons), and with the involvement of a reliable network of regional carriers. This allows us to deliver almost any cargo at affordable prices and with a minimum delivery time.

Sincerely,
Petr Petrov

Letter #7:

We suggest you use the services of the company "Delopis.ru". Company "Delopis.ru" provides services for the transportation and forwarding of goods in the Russian Federation:
1. Shipping standard cargo from 2 tons to 20 tons.
2. Transportation of goods with maintenance temperature regime(from -20 to +10 C)
3. Cargo insurance.
4. Storage of goods.

Benefits of working with us:
1.Experience in the market more than 10 years. The company's specialists will advise you on the organization of transportation, help you choose the type of transport and choose the best route.
2. Reliable transportation - work only with proven and reliable companies, the forwarder's liability is insured for 300000 rub.
3. Stable quality of services - timely and accurate delivery of goods, a complete set of documents for the completed transportation.
4. Well-established system of interaction with Clients and Carriers. We are open to any cooperation based on mutual respect and trust.

WE WILL BE GLAD TO COOPERATE WITH YOU!

Sincerely,
Petr Petrov

Letter #8:

Do you urgently need to send a wholesale consignment of goods, cargo, luggage, parcels or parcels from Moscow to Russia? Just contact us! One call will help you find the right decision and eliminates the need to work with multiple carriers.

We organize the delivery of your cargo through a single simplified system from Domodedovo, Sheremetyevo, Vnukovo by flights of all airlines to any airport in Russia. We can pick up your cargo within Moscow and the region "from the door".

We offer convenient payment terms for you at previously known rates without any hidden costs. Air delivery to most cities is carried out at the maximum short time from 7 to 72 hours. Departure tracking. Informing. For more detailed information visit the website [address] or call [phone number].

Sincerely,
Petr Petrov

Letter #9:

We carry out Passenger Transportation, we cater for weddings and corporate parties, excursions, out-of-town and long-distance travel, as well as meeting and seeing off at airports and railway stations.

Mercedes-Sprinter minibus (18 passenger seats) is equipped with:
- air conditioning;
- good music system;
- an additional stove in the salon;
- microphone (speakerphone) for excursions;
- soft folding seats;
- glazed with panoramic double-glazed windows.

Sincerely,
Petr Petrov

Letter #10:

Company "Delopis.ru" educated in 2008 year in Moscow. The company's activity is aimed at providing customers with a full range of moving services in Moscow and throughout Russia (loading and unloading, processing of goods according to special customer requirements, sorting, marking and picking orders, as well as the formation of routes, transportation, freight forwarding and the provision of related services, accommodation and custody).

The main advantage of our company is the ratio of the high level of services provided with the lowest prices. This is what made it possible to ensure the minimum cost of our work, and our customers - prices, often lower than the cost of work carried out by the customer himself.

To date, in order to ensure the uninterrupted provision of transport, more than 20 cargo Vehicle different load capacity, more 100 employees.

Our company is dynamically developing and improving the level of transport and transport services. warehouse service. Our main value is personnel.

Our specialists:
- understand the reverent attitude of the owners to their property;
- we are sure that each order is unique;
- work around the clock 7 days a week;
- passed vocational training and strict selection;
- have a narrow specialization ("furniture makers", "packers", "riggers", "loaders", "drivers");
- work on a permanent basis;
- Strictly comply with the deadlines for the implementation of orders;
- dressed in a uniform (overalls with the company logo).

Sincerely,
Petr Petrov

Letter #11:

We would like to offer you services for the transportation of your goods, components for your production and any other goods necessary for your business.

Our company has been 10 has been delivering cargo of any size to more than 1,500 Russian cities for years. During this time, our company has become one of the leaders in the provision of transport and forwarding services.

Today the company has 10 terminals in 5 major cities Russia. We regularly open new destinations and expand our coverage area. Our company has its own fleet of vehicles, consisting of 50 trunk trucks with a carrying capacity of 20 tons and 70 light trucks with a carrying capacity of 1.5 to 10 tons.

Services of our company:
- transportation of groupage cargoes in Russia, region, city (auto, railway, air);
- cargo packing;
- responsible storage;
- provision of direct cars (20 tons, 80 cubic meters);
- provision of hourly vehicle rental;
- cargo insurance;
- flexible system of discounts
And much more.

For all questions, you can contact the specified contact information. We hope to see your company among business partners!

Sincerely,
Petr Petrov

Letter #12:

Company "Delopis.ru" offers services:

Office and apartment moving
- loading and unloading works, rigging works
- Groupage cargo in Russia (Moscow, Yaroslavl, Vladimir, Novgorod, etc.)
- responsible storage and handling of goods in the warehouse
- transportation and services of loaders

Sincerely,
Petr Petrov

Letter #13:

Working over 10 years on the market freight traffic, to date "Delopis.ru" is a dynamic and steadily developing freight forwarding company with qualified specialists and providing our customers with a full range of transport services. The rich experience accumulated over the years of work allows us to effectively provide freight forwarding services to customers throughout Russia. Individual approach to each client and reliable cooperation are the main principles of our work!

The main activities of our company:
- Transportation of various cargoes by rail across Russia by mail and mail-luggage cars, which are part of fast or mail-luggage trains;
- Transportation of various cargoes by air in Russia;
- Transportation of various cargoes by car across Russia;
- Freight forwarding;
- Delivery of goods "from door to door";
- Cargo insurance;
- Warehouse services - storage, packaging of cargo, etc.;
- Registration of all transportation documents;
- Customs clearance.

We invite you to mutually beneficial cooperation, we will be glad to see you among the clients of our company!

Sincerely,
Petr Petrov

In 79% of cases, the client makes a purchase only after looking at 6 to 14 offers - such data is provided by Denis Kaplunov, an expert in writing commercial proposals. We will tell you how to make an effective CP so that the client chooses you from a dozen competitors. As a bonus, you will be able to download commercial proposal templates, and also learn how to simplify their distribution using a CRM system.

What is a commercial offer?

The commercial offer is business letter customers with product advertisements.

Cold commercial sentence is used for mass mailing new clients.
Hot KP intended for those who have already been contacted by phone, e-mail or live.

Why do companies write CPs?

Present a new or updated product (in the second case - with a demonstration of improvements);
Inform about promotions, sales, individual offers. A distinctive feature of such a CP is restrictions on the validity period or quantity of the product;
Thanks for a previous purchase, asking for feedback, and subtly suggesting a different product. The client is already familiar with the work of the company, and it is easier to push him to a new deal;
Invited to the presentation of the company or its product.

Commercial offer: what should contain

Denis Kaplunov, copywriter and CP development specialist In his book The Effective Sales Proposal, he outlines the main components of a proposal:

title;
Offer;
Sale price;
Call to action.

Let's figure out how to correctly compose a commercial offer - section by section.

Email header

Lead

Examples of how to write a lead CP:

1. To put pressure on an important problem for the client - a lack of customers, competition, a lack of ideas for new products.

If you want to double the number of clients in your fitness club in 2 months, then this information is for you.

2. Draw a picture of a brighter future when the client's problem is solved.

Imagine that your hotel is packed to capacity all year round, and reservations for rooms are booked months in advance.

3. Mention a key benefit of the offer or highlight customer results.

With us, you can reduce the cost of maintaining accounting documentation by half in the first month.

4. Intrigue with the novelty of the product - it always attracts attention.

Especially for the New Year, we offer a novelty - our branded sweets in gift sets, and much cheaper than when buying separately.

Offer

Offer (from the English offer) is a specific offer, the heart of the KP. It should contain a brief description of your product with key features as well as customer benefits. You need to explain to the client why he should buy from you and not from competitors. So, you need to show what else you can offer besides the product:

Discounts (seasonal, wholesale, holiday, cumulative, pre-order or prepayment, etc.);
Efficiency and availability of service and / or delivery;
Convenient payment (installment plan, credit or deferred payment, combination of cash and non-cash payment, settlement through payment systems);
Several versions of the product with different prices.
Present. Coupon for the next purchase, free equipment customization, set Christmas decorations on the New Year. Accompanying gifts work well: blinds when buying windows, a lock when ordering a door, etc.
Product warranty, its free maintenance.

Important nuance: in order to make the CP as attractive as possible, do not lie to customers and do not promise the impossible. This tactic will only hurt in the long run.

An example of an offer in a commercial offer of a transport company
Source: https://kaplunoff.com/files/_portfolio_works/work_140.pdf

Price

Most importantly, point it out. Otherwise, most potential customers will go to competitors, not wanting to spend time figuring out the cost. Further, these figures need to be substantiated. If the cost is significantly lower than that of competitors, this is already an excellent argument. If not, find something to stand out. These are all the same discounts and bonuses, product guarantee, speed and quality of service, gifts, exclusive.

Example

Our taxi services are 5% more expensive than competitors, but we have a child seat in each car and you can transport pets.

For expensive complex services, a detailed breakdown of the components of the package, as well as a detailed calculation that demonstrates great benefits for the client in the future, works great. Another effective technique is price splitting in terms of a short period of time.

Example

A month of using a cloud-based CRM system on the Start tariff costs 1,100 rubles for 5 users - it turns out 220 rubles per month for each. And if you immediately pay for access for six months, then you get a 20% discount, that is, access for each employee will cost only 176 rubles per month - this is only 6 rubles per day. Agree, a ridiculous amount for a program that automates business processes, integrates with mail, telephony and SMS mailing services, generates analytics and helps manage a business.

Call to action

Here you need to specify what exactly do you want from the client: order, call, write, follow the link, visit the office, provide contact details. To rush a person, write down a limit on the term of the offer or the quantity of the product. Or you can save some benefit for last: promise an additional discount or free shipping when ordering right now.

How to write a business proposal for cooperation

How to write a CV for cooperation? By analogy with the offer of goods! If you want to offer your professional services, prepare a tempting commercial offer.

The standard cooperation proposal template includes five blocks.

Email header. So that the letter is not lost in the top ten promotional offers, write your real name and indicate how you can be useful.
Lead. Tell the customer what problem you can solve. A lead is not the place to list your regalia. The first person who is interested in the customer is himself.
Offer. Tell us about your experience and how you can help the client. A great option is to provide cases so that the customer can evaluate the results.
Price. Don't hide your rates, be direct about them. If you understand that you are asking for more than other professionals, explain why such a price is justified.
call. Invite the client to contact you convenient way: link to social networks, phone number or email. Offer to keep your contact, even if the service is not yet required.

Best Selling Proposals: Examples

We have selected for you samples of commercial proposals that are of high quality both in form and content. Download quotation templates, study and adapt to your products.