A plan for compiling the commercial provision of it services. Samples of commercial proposals for rendering services. The structure of the commercial offer and the features of its design

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 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:

• 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 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 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 of 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:

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 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.

Oversaturation of the offer with 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 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, 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.

A commercial offer is a document that contains detailed information about your services or products you supply. Its main task is to interest a potential client, demonstrate all your capabilities and turn him from a potential client into a real one. Most often, a commercial offer is made in the form of a presentation document, which indicates the detailed characteristics and advantages of the product/service. We can say that KP is a small advertising campaign to promote your products and services.

But in order for the CP to work and really have a positive impact on the trading process, it must be drawn up correctly and be focused on a specific group of buyers. Commercial offers are divided into several types. So how to write a commercial proposal correctly? Where to start compiling it? How to generate interest among potential customers? To do this, you need to understand all the nuances of its compilation.

Commercial offer of "cold" type

This type of CP is aimed at potential consumers who are not prepared to purchase a product or service - they are called "cold" consumers. The purpose of the so-called "cold" offer is to "hook" the client, interest him and make him read the text of the offer, which proposes to purchase any product or service, to the end. The second name of such proposals is “basic”. If any mistake is made during the preparation of the CP, the guarantees that a potential client or partner will read it are minimal.

That is why the preparation of the proposal focuses on three risks in connection with which the proposal may end up in the trash can:

1. The moment of receiving a commercial offer.
2. The moment of discovery.
3. Reading moment.

At the first stage, the most important thing is to generate interest. If this does not happen, then your commercial proposal will be among the garbage.

To attract the attention of a potential client, any acceptable means that are correctly used in this situation can be used. For example, if the CP is sent email, you can "hook" the consumer or partner interesting topic which will be presented in an original way. If the envelope with the offer is handed over personally, then you can attract the attention of the client with flavored paper from which the envelope will be made, a bright design, etc.

Further, it is important to state your proposal as interestingly as possible, but at the same time clearly and without unnecessary “water”. A proposal made in this way is called an "offer". After the first two stages have an effect on the client, the main thing is to bring strong convictions that this is a great option for him, the most profitable, and he will absolutely benefit from this, etc. Those. then you need to apply the current moves from your marketing strategy.

The advantage of the "cold" type of gearbox is that it is designed for mass consumers. But practice shows that personalized offers attract people more.

Commercial offer "hot" type

This type of commercial offer is sent to the type of consumers, clients or partners who are prepared for this action - they either asked to send them a quotation, or the manager had a conversation with them before. If the CP of the "cold" type should be stated as briefly as possible, then in the case of the proposal of the "hot" type, the situation is quite different. It can be presented in the form of a presentation made in multimedia programs of up to about fifteen sheets. Also, such CPs are called "warm".

Read also: How to get a loan to pay off another loan

Components of a commercial offer

A commercial proposal must be drafted correctly.

It should inspire confidence and dispose to the representative company from the very beginning, as soon as a partner or potential client picks it up or starts reading it. How to make a commercial offer correctly? To do this, it must contain the following components:

1. A header that will indicate the name of the representative company, its individual tax number, as well as contacts by which you can contact its leader, manager, etc.
2. Surname, name and patronymic of the addressee for whom the offer was made.
3. An explanation of the purpose for which this paper or email was sent (i.e. it must be indicated that it is a commercial offer).
4. Date, month and year of the document, as well as its serial number. This is necessary so that the representative company can control the circulation of documents within the company.
5. Favorable payment terms, the possibility of granting a deferment, the possibility of delivering goods, etc.
6. Terms of delivery of goods, as well as their complete list and prices.
7. The timing of the provision of services, payment for each of them, Additional services and the final cost of the work calculated along with them.
8. A photo of each item of the product, as well as a short description for each item.
9. There must be a seal of the company representing the commercial offer, as well as the signature of the director or responsible person.
10. The date until which this commercial offer is valid.
11. Personal contact details of the person responsible for this CP.

How not to spoil the CP

How to write a commercial proposal in such a way as not to spoil anything? To do this, you should adhere to the following rules:

1. Use as little as possible the words "we", "our", etc. Focus as much as possible on the client or partner and write “you”, “your”, “thanks to you”. Thus, you draw the attention of the reader to his benefit from the transaction, etc.
2. Don't send a quotation to those who aren't interested in it and don't waste your time and energy.
3. Not by the way designed design of the commercial proposal, which does not even make you want to read the letter.
4. Too much CP.
5. Providing a quotation to a person who in no way influences the decision to conclude a transaction.

The quotation template should ideally contain phrases such as: call me; we are ready to answer all your questions, etc. It is good if the CP will be accompanied by reviews of satisfied customers, as well as a list with their list. Good example The commercial offer looks like this:

A qualitative sample of a commercial offer for the provision of services looks like this:

Phrases that should not be

There are a number of features that must be followed during the preparation of the CP. Despite the fact that it is intended this document just for the purpose of concluding a transaction beneficial for the contractor on the sale of certain goods or any services, in no case should the following combinations of words be used in it:

1. We invite you to cooperate with us.
2. Our commercial offer will interest you.
3. We offer to buy from us, etc.

Such phrases immediately scare off both potential and real customers.

Offer as the main component of the CP

The offer is the most important part of the CP. It should be aimed at arousing in a potential client, as well as in a partner, an interest in the proposal, which he unobtrusively carries in himself. Unobtrusiveness is the main key to success in this case.

The compiled text should contain as little water as possible, be oriented to the reader, and also present him with the most favorable conditions for cooperation with the initiating company or a private entrepreneur. In this part of the text, it is important to show the reader that, first of all, this proposal is very beneficial for him, to indicate the reasons why he will receive the maximum benefit from concluding this transaction. It is impossible to directly write about the purchase of certain goods from you, the use of the services that you provide.

For the recipient to highlight your offer from a number of others, it must be correctly drawn up and formatted. Be sure to highlight your unique competitive advantages.

In addition, if you offer services, you need to tell about the company's employees, and if you offer goods, about the features of production. Finally, it's important that your sales pitch is easy and fun to read.

You will learn:

• How to write a commercial proposal so that it is read to the end.
• What types of commercial offers exist.
• Why you should not start working with a potential partner with a commercial offer.

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

Each of us met different examples commercial proposals - the text motivates to perform a certain action, for example, a trip to the office, a call to managers, etc. It is the performance of such an action for cooperation with the company that becomes the goal of compiling a commercial proposal.

Commercial offer template

Not every manager is able to independently prepare a commercial proposal. Indeed, a commercial offer on paper has serious differences compared to ordinary communication with a client. It is necessary to state on paper the advantages of your offer in such a way that the information is both brief and sufficiently capacious, stimulating a potential client to make a deal.

Sample commercial proposals for download

12 elements of a commercial offer that will increase sales by 16%

Alexander Stroev,

CEO, IT For You, Moscow

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

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

Types and examples of commercial offers

1. Basic commercial offers.

Such a commercial offer is usually sent out in large numbers. A commercial offer is presented in one unique form. Potential clients of the company do not expect any letters from your company, in this case the goal is to “attract” the attention of their audience.

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

2. "Warm" commercial offers.

Personal commercial offers, as they are sent for reading by a specific person after negotiations. For example, after a cold call. The advantage of such an offer is that, at a minimum, the client is waiting for it. An important nuance. A commercial offer should be made taking into account the identified needs of the client with the content of the most specific information and offer.

You need to start "warm" commercial offers with the following phrases:

“In continuation of our conversation, I send you…”.

"As you asked, I send ...".

Another important feature of such commercial proposals, which is sometimes also called a technical and commercial proposal, is that after a few days from the moment of sending, you can call the client again and discuss specific points of interaction. For example, how much the client was interested in the offer, what he liked, what he would like to clarify.

Tricks for compiling a commercial proposal

An example of a quote using the AIDA formula

How to write the perfect quotation using the AIDA formula ( attention, interest, desire, action - attention, interest, desire, action), said the editors of the magazine "General Director".

How to make a commercial offer

Step #1. Your goal. As a rule, a commercial offer is drawn up for distribution to your customers. It indicates the goods and services of the company in the expectation that the recipient will be interested in at least one of the proposed positions. But it is possible to work for sure - to find out the need of the client, betting on it, reporting on specific, important services or goods for the recipient. Therefore, at the first stage, you should decide on the purpose of compiling your commercial offer or send a request for a commercial offer to a potential partner.

Step #2. Not quantity, but quality. Try to stick to a moderate sentence size - don't try to include everything in it at once. It is better to provide for a relatively small amount of text, choosing quality over quantity. Your attention should be paid to more relevant data, refusing unnecessary offers that will only distract the reader. Do not distract the reader from the main thing - stimulating information that will motivate a person to conclude a deal or take another necessary action.

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

The offer should be based on the following basic postulates:

• operational provision of services;
• favorable prices;
• provision of additional services;
• availability of payment - deferred payment;
• providing discounts;
• delivery terms;
• additional service;
• company guarantees;
• brand prestige;
• high result;
• multiple product versions.

A good offer or unique selling proposition (USP) involves combining several elements. For example, the harmony of an attractive price and comfortable delivery conditions or a guarantee, etc.

Step number 4. Focus on solving customer problems. Competent commercial proposal focused on solving the problem target audience. Required condition- focusing on the problem of their customers.

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

The text of the commercial proposal should be customer-oriented. He becomes the main character of our story. The more turns “we”, “I”, ours” in the text, the less interest it will arouse the reader. Why should a client waste time reading an ode to a company?

There is even a rule - 4 "you" and one we. Some talk about 3 "you", but the principle does not change from this. Focus on the reader, not on yourself. In this case, the commercial offer for the reader will be more valuable. When compiling a CP, you should always be guided by the client’s question “Why is this beneficial for me?”.

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

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

1. Usually commercial offers based on the price list go straight to the shopping cart. Therefore, it is necessary to consider stimulating the client to get acquainted with the proposed price list. For example, you can say that there is a discount on all products in the price list that is attached to the letter.
2. A clear price should be indicated. Clients do not like the wording "from ... rubles." If this wording is not abandoned, then it is necessary to at least explain this “from” - in order to understand what a specific price depends on.
3. If the price scale is used depending on certain indicators (for example, on the capacity in containers, time parameters, etc.), this should also be deciphered.
4. If there are some conditional parameters (for example, the validity period of the price). They should not be indicated in small print - it is important for the client to understand the essence of the offer and pricing.
5. If possible, do not write the word "price list" itself. It can be called a different word, try to highlight the recipient. He must understand that he was sent not a general price list for everyone, but an individual one, attractive just for him.
6. If you limit the validity of the proposed prices, you must indicate this in a conspicuous place.
7. Before sending, check that the print quality is good, with no gaps or streaks from the printer. Each letter should be clearly visible, especially the number.

Step number 7. Thanks after the first sale. When you make a sale thanks to a commercial offer, you should not let the client go. The first step after the first cooperation is gratitude. Every person is pleased to see gratitude, to hear "thank you". After all, this confirms that they did something good and good. We rarely meet grateful people. Thanks to your gratitude, at least surprise your client, because he did not have to read such letters.

Examples of commercial proposals for different areas business download at the end of the article.

8 commercial offer killers

1. Uncompetitive offer in CP.
2. A commercial offer is sent to people who are obviously not interested in it.
3. A commercial offer is made without taking into account the needs of the target audience and competitive advantage companies.
4. Unsuccessful design of the CP, which makes it difficult to read and analyze information.
5. The KP simply tells, but does not contain a specific offer for customers.
6. The CP considers only the product itself, without specifying its benefits for the buyer.
7. The reader is forced to read a too cumbersome commercial proposal.
8. A person who does not decide on cooperation gets acquainted with a commercial offer.

8 offer enhancers

1. Data- will give credibility to your statement. Facts are trusted, not argued with, and they will help create an offer that cannot be refused.
2. Research results– the effect will be similar to the facts. Research is being done to understand the patterns that help in making the right decisions.
3. Numbers and figures. Numbers in practice look much more convincing than words. The numbers are specific information that will be visual on a particular question to the reader.
4. Calculations- if in your commercial offer for a client you promise to receive additional income, this must be confirmed by calculations.
5. Images- the phrase “better to see once than hear a hundred times” is very true here. Depending on the specifics of your offer, you can offer readers pictures, photographs or other images.
6. Tables or graphs is an excellent tool for proving growth dynamics.
7. List of clients- relevant when there are big names among them. The reader will consider - if they worked with such big companies, they trust, so the company is really serious.

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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 a potential customer react when reading information about the company on flyers or on the Internet?

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

• to draw attention 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 you are targeting, since 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 can attract the right clients. Find a suitable sample in modern conditions won't work for you.

• Over 15% of all operating organizations do not use 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 analyze good 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. Eventually full-time specialists I did not have to be distracted from my 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 a public contract that 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 an 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 title should arouse the interest of the recipient, have a deep meaning, clear and concise content. 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 of 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. it 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 us give an example of a domestic manufacturer of 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 that work 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 cliches such as “team of professionals”, “affordable prices”, “exclusive products”, “fast delivery”, “personal approach”, etc. in your commercial offer for the provision of services.

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”; “Create a niche in the market and become the sole 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 would like your offer to be answered, please contact certain organization or her representative, be specific, 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 goods, discounts for 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.

Back up every assurance you make in your quotation for the provision of services: list the names of experts, accompany any mention of statistics, or scientific research references, substantiate the figures 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 they cost typical services or a range of prices "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 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:

• The ability to get a loan on favorable terms or pay in installments without overpaying interest.
• The unique advantages of a service or product - bonuses, free maintenance, 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 + departure of the measurer + 30% discount on insulation).
• The cost is divided by day or month. Small daily or monthly expenses are perceived as much calmer compared to a large 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 work in numbers, specialization in specific services, work experience, licenses and certificates, information about the position in 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 trial period or free sample 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 the structure of the text must be carefully considered. 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, the correct arrangement of 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 than 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 proposal. 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. Send in app from cover letter. It needs to introduce itself and arouse interest. Just don't go overboard with the details. If the reader wants to read more information, he 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 such a method is that you will see the number open letters with reference to time and 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.

Selling without effort is difficult, but possible. To do this, you need to know your Client / partner and make a profitable for him commercial offer at the right time. Examples of such offers can be found below.

If the company does not have sales virtuosos and masters of manipulation, then a commercial proposal (CP) will help you. This marketing and advertising tool is used with success even by chimpanzees, when there are enough bananas for training and further work.

Even those managers who do not know how to sell earn with a selling KP

Difficulty in creating and understanding this essential promotional tool. My practice shows that the main problem is in understanding and a series of questions.

To whom should the CP be sent?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the addressee calls immediately?

Below you will find examples of commercial offers.:

• for the supply of goods,
• service,
• about cooperation.

You will learn what a CP should consist of, how to use thinking from the Client, what information to look for and how to use it.

VZHUH and you are at the most interesting place:

We determine the target audience, collect contacts, use 3 sending tactics

Words don't sell. Sells information. To collect a base, write a selling commercial offer, you need to know everything about the Client, the product / service and the situation on the market in general or in the region. I'll show you how it works in one of my examples. Until then, theory.

Do not start collecting the base and writing a commercial proposal until you have:

• a complete understanding of the target audience: what kind of person this is, what his head hurts about. The narrower the segment, the better, for example: "heads of vegetarian restaurants";
• offers for the target audience that will increase income, self-esteem, solve a problem in business or simplify work - will bring real benefits.

About the client (target audience) and how to build a database

The target audience is people (NOT companies, but people) who have a similar task, problem, complexity and manage it all: the desire to earn more. The wider your knowledge about specific representatives of the target audience (CA), the greater the understanding of the audience as a whole.

We are interested in a narrow segment of the target audience, to which we will offer a specific benefit, often mutual. Communicate with representatives of the target audience by phone, through social networks, websites, forums - find out their real needs and problems. This will help you find pain points and objections that you will successfully close in your commercial offer.

Base of potential clients

Customer base CANNOT be bought, collect on sites and catalogs of company registrations blindly, especially when it comes to companies. Because you won't recognize your potential customers.

Sites and directories indicate the general address that the manager views. In most cases, the manager does not care how much the company earns and he has clear instructions about commercial offers - in SPAM and delete!

Benefits are of interest to owners, individual entrepreneurs and hired leaders. We need only decision makers (DM).

Work with sites where there are management contacts or mail "for commercial offers"

The right options for collecting email base for commercial offer:

• the person himself leaves the application (subscription page, personal communication);
• you find the manager’s contact or mail for the CP on the site (or in the 2gis database) - sometimes it happens;
• taking contacts through the manager: by letter via the feedback form, mail or cold call.

3 tactics for working with the base

It is assumed that you have already talked with the manager (form on the website / phone) or the secretary and obtained the contacts of the head: head of sales, marketing, manager or owner of the company.

1. We call the decision maker before sending a cold commercial offer. The task is not to sell a product or service, but to communicate with a person. Is he interested in this problem and topic. Listen to the answers and write them down. Arrange for the dispatch of the CP.
2. We call the decision maker after sending a cold commercial offer, if there was no answer within 1 - 2 business days. We say something like: “Sergey, hello! On Monday, they sent you a KP, but YOU didn’t answer anything ... ”. Task: find out if the person received the CP, if so, write down what they didn’t like. We are trying to close a person on a deal.
3. We send a CP to the collected base and play Hachiko.

Use only options 1 and 2 when testing the CP. 'Cause that's the only way you'll get feedback and you can edit your offer. This is extremely important when you did not communicate with potential clients before writing a CV. Sometimes it turns out that the benefits and conditions are not of interest to any decision maker. We will have to return to work with the target audience and the proposal.

Writing a proposal takes 10% of the time, editing 20%, and collecting information 70%!

Commercial offer - selling composition

Imagine the Client as a busy person. He doesn't want to read anything. He does not care who you are, and from what company. And worse, he doesn't like you. Because you want to sell something. Your KP is a personal insult.

Anger at mercy will change if the commercial offer contains:

• Letter subject, which motivates him to open, but does not resemble spam: "We called you yesterday ...", "Here is what you asked for ...".
• Offer beneficial for the client. It may not be beneficial for you. This is normal at the 1st stage of sales.
• Mini-description of the company - 2, 3 sentences about what you do (can be omitted if the illustration explains it).
• Accurate answers to questions: “why write (need a reason)”, “why me”, “what is my benefit and yours”, “what are the conditions”.
• A few lines about money. When a person receives a quotation, he must know exactly how his financial situation or the position of the company will change when he orders a service or buys a product.
• Proof it's a hell of a deal. If you miss this chance now, then you can be in the ass later. Give convincing examples that it really works.
• Phone, mail or another way of communication convenient for the Client.

Put all these meanings in the overhead, title, subtitle, illustration (caption to it) and the offer, broken down into understandable messages. When the recipient has seen his benefit, then he begins to read. The trap will close.

Information that the client wants to see - (PM). They close objections, answer the Client's questions in a way that captures the imagination, makes them read and think about the proposal.

Distracting a person from a lot of important things is 1 victory.

An example of the structure of a quotation - the screen "PI"

I use this structure in 6 out of 10 cases. It is simple, works and the cost of a commercial offer of 1 - 2 sheets is comfortable for individual entrepreneurs and small businesses.

Top (1 screen):

• overhead + phone + logo;
• illustration and caption;
• title;
• subtitle;
• an offer of 4 - 6 benefits, which are divided into 2 columns;
• the strongest argument (we highlight it: with a frame, color, special icon);

Of course, much depends on the service, product, business, conditions, quantity and quality of selling information (PI). But this structure is the most correct. Because it breaks the stereotype of the KP - a sheet with a canvas of text, where nothing can be understood in 10 - 15 seconds of reading.

First Quote Screen

On 1 screen, show the value of the offer. Give selling information that will interest the recipient for further reading. Make sure he understands:

• what will be discussed;
• why did you write to him (understandable context) ;
• what are its benefits;
• why you need a service / product.

The ideal condition if you know the name, position of the recipient, the company to which you are sending the quotation. Then, together with the overhead, we write a personalized message: “Vasily Pavlovich, hello! This is beneficial for construction business and works” or another motivating phrase for reading. You can tell what you are doing.

Structure is needed, but selling information is more important

If the advertising tool will be used in print, then we have half an A4 page left before moving on to the next page. It is necessary to have time: close the main objections, give conditions (price, how to order), communicate added value and make a call to action. There can be 2 calls:

• “turn the page to…” or “on the next page you will find out…”;
• an invitation to call, write or follow a link.

Send a commercial offer by EMAIL using the HTML format. In this format, landing pages that do not have transitions between pages can be sent to the mail. The conversion is higher, but it is inconvenient to print a document from this format to show colleagues / management.

CP Structure (Persuasion Screen)

The task of the first screen: to give maximum selling information and bypass the advertising filter. The second is to prove that this is the right choice.

You need to sell facts and figures, not promises and lyrics. When facts are not enough, then make the benefits stronger. Play NOT with words, but with meanings. Let the KP be unprofitable for you, but the task of a commercial offer is to establish contact with the Client. Get a warm response (call, letter), and not sell on the forehead.

Sell ​​NOT with words, but with meanings.

What to use for persuasion:

• structure, where each subheading is something important for the recipient;
• examples of use and results (links to confirm your words);
• closing 2 - 3 objections that will arise when reading the upper part;
• more selling information about the product / service (characteristics, advantages, description, if it is a complex product);
• list of clients and partners;
• added value of the offer;
• extended guarantees (it is important to convince the person that they are not risking anything);
• reasonable restriction of supply.

Second Quote Screen

Difference between hot and cold quotation in the awareness of the target audience, the presentation of information, its quantity and what to close the client to.

For a "cold" client Is it 1 or 2 contact. The person doesn't know anything about you or the offer yet. Close a potential client for a call, consultation, give a link to a selling page, website or video where there is more information.

A cold commercial offer will interest a person, and he will become a “warm” client

For a "warm" client- this is a selling material that gives answers to questions and motivates to buy. Send a commercial offer with a full set of selling points. This will at least facilitate the task of further sale, because there will be a reason to call back. And as a maximum, the Client himself will call to buy.

CP volume. The number of sheets doesn't matter! More important is the quantity and quality of information that a potential Client needs to receive in order to make a decision on cooperation or action. More information is good, but only when it helps to make a decision, answers questions, and does NOT create new ones.

you or you? If you know the name of the recipients and refer to it, then you write correctly. However, no one forbids always writing you (the illusion of a personal appeal), except for the rules of the Russian language, but they have a mediocre relation to the work of a copywriter. If only they bought, but we will write at least obscene language. No studies have been conducted on the effectiveness of "You, you".

We got to the examples!

Examples of a commercial offer for the supply of goods + 4 ideas for a commercial offer

Selling goods is more difficult than selling services. There is always a competitor company that sells the same thing. Work and logistics have already been established with it. Changing the supplier does not make sense when everything suits you. The problem is solved by the specifics of business in Russian, the situation on the market, a cool bonus and innovation.

1. Business in Russian, this is when there is a supplier, but he makes the whole management nervous. Because it behaves like a monopolist: it breaks deadlines, raw materials or goods are at a C grade, and when it comes to resolving issues, then negotiations drag on for months. A better deal is the most common way to add insult to injury and sell painkillers.
2. Market situation. When a Turkish missile hit a Russian plane, many goods flew under sanctions. At Russian companies there was a chance to get rich. It was a golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 other prohibited products for import. Such moments need to be caught and CP prepared for them.
3. Cool bonus. Copywriter Claude Hopkins was not selling a product, but a bonus. He sold advertisements for the Client's pies, and only then the mixtures for the production of pies "Cotosuet" (raw materials). And it all worked in tandem. When you speak to a manufacturer in Russia, help your partners sell goods by supplying them with advertising information, then people point blank do not understand WHY. They say: "We are manufacturers ...". Curtain.
4. Innovation. Even when the product has a slight advantage or interesting feature production, then this should be told in all promotional materials and, of course, in the CP. Have you seen the new Skoda Octavia 2017? They slightly changed the headlights, the radiator grill and sell the car as a unique product. Take a cue from automakers - focus on innovation.

I will not post a couple of examples of commercial proposals in the form of screenshots. Instead, I'll post 10, but with links. All commercial offers below were written by Mikhail Pozdnyakov, i.е. the author of this blog.

Examples will open in a new tab(click, read):

Example 1"Market Situation"
Example 2"Business in Russian"
Example 3"Innovation + gift"
Example 4"After the exhibition + bonus"
Example 5"Business in Russian + benefit"
Example 6"Market situation + benefit"
Example 7"Innovation + good timing"
Example 8"Innovation"
Example 9"Supply of toys, an example of a complex offer"

This is really a great article, the most complete on commercial offers. I will add examples of successful commercial proposals from my practice.

Check out some examples of sales pitches in your niche to see how direct and indirect competitors are selling. So you get selling information and find out. Make the best offer!

Do CPs work? They work. Here are examples of commercial offers with proven payback:

Sample commercial proposal for the provision of services

Services are easier to sell. Because information is easier to find on the web. When you know exactly what the service is for and who the target audience is. Difficulty in advertising. After all, the service sector is developing rapidly and there are plenty of competitors.

The product can be tested by buying a small batch or by seeing the test results if it is equipment. The value of a service is found in its effectiveness. For example, let's take the creation of a commercial offer.

The effectiveness of the commercial offer difficult to measure. It depends on the amount of information collected, the ability of the copywriter to submit it, the skills of the designer, the managers who send out the CV and process the requests. A good email database will bring in more customers than a bad one.

How to sell a service:

• Show what will change after the service is rendered. When you buy a sales pitch: It will be easier for managers to sell due to a strong promotional material, you will have the results of a marketing audit in your hands (a portrait of the target audience, objections, problems, what people pay attention to when making a decision), which will make all your advertising more effective and selling;
• Give extended warranties. If the KP does not bring customers after testing, which we will conduct together, then I will work until the start of sales and profit, which will cover the cost of my services (extended warranties work worse with goods);
• Mini cases to test. When creating commercial offers, I take into account not only the product / service, promotional offer, target audience, but also the market situation. In 2014, he sold 300 tons of strawberries with one A4 leaf (without graphics). Here is a link to my case;
• Bold promotional offer. Let's do this, if mine seems to be non-working, which turns out during testing, then I will return the money not only for the text, for the graphic design, but I will also make the 2nd version of the CP for free. Deal?

The more strong selling points, the better. Find them, try different options, play with meanings, since services allow this.

Examples of commercial proposals for the provision of services

Selling services is easier, but you need to give maximum selling information.

1. Ask questions about the finished commercial offer. Wrote KP and satisfied with themselves. Do not hurry. Let the material lie down for 1 - 2 days, and then look at it with a fresh look, putting yourself in the place of a potential client. Remember that you hate the person who sent the CP.
2. Test, and then do a mass mailing. Even if 100,500 selling points have been collected, and the target audience has been worked out for a long time, do not send a CP throughout the database. Never! Make a sample and send 1/5. Thus, you predict the result.
3. Play NOT with words, but with benefits. This hurts copyAuthors. Fascinating words, vivid expressions and juicy statements - bullshit. Where, where, but in the KP, specifics are needed, facts that sell moments and subtle persuasion, and not a demonstration of a rainbow and singing like a nightingale.
4. Master the delivery algorithm. An advertising tool is just a tool. They need to know how to use it. If the commercial offer goes not to the decision maker, but to the manager who liked the cats during work, then he will continue to like the cats by deleting your offer. There are exceptions, but Russian office reality is harsh.
5. Draw up a commercial offer graphically. First, it will grab the attention of the recipient. Secondly, an intelligent designer will correctly break the text, so if there is a problem with the structure, then this jamb will be fixed. Thirdly, graphic illustrations can set accents.

There is no secret secret. To create a CP, you need to understand what the target audience needs, make an offer that is beneficial for it, and do not forget that potential client hates you. Because even directors like cats.

With me you can with detuning from competitors, fresh ideas and support to sales. I will develop for you the text of the commercial proposal and draw it up graphically. Within 5 days you will have a powerful advertising tool,