How to write a commercial proposal. Commercial offer title

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

In addition, if you offer services, you need to talk about the company’s employees, and if you offer goods, about the features of production. Finally, it is important that your proposal is easy and interesting 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 shouldn’t start working with a potential partner with a commercial proposal.

Commercial offer– a common tool when working with partners: current and potential. A commercial proposal is a common type of selling text.

Each of us has met different examples of 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 drawing up a commercial proposal.

Sample of a commercial proposal

Not every manager can do it on their own prepare a commercial proposal. Indeed, a commercial proposal on paper has serious differences compared to ordinary communication with a client. You have to put on paper the advantages of your proposal in such a way that the information is both brief and succinct enough, stimulating the potential client to make a deal.

Sample commercial proposals for downloading

An example of an ideal commercial proposal

Sample commercial proposal No. 2

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

Alexander Stroev,

General Director of IT For U, 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 gave us the idea to create our own internal regulations for preparing commercial proposals for large clients.

These are the provisions that must be included in the form of a commercial proposal.

Types and examples of commercial proposals

1. Basic commercial offers.

Such a commercial offer is usually sent out in large quantities. The commercial proposal 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 your audience.

How to make a commercial proposal

Step #1. Your aim. As a rule, a commercial proposal is drawn up for distribution to your clients. It indicates the company’s goods and services in the hope 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 client’s need, placing a bet on it, reporting about specific services or goods that are important for the recipient. Therefore, at the first stage, you should decide on the purpose of drawing up your commercial proposal or sending it to a potential partner request for quotation .

Step #2. Not quantity, but quality. Try to keep your sentence length moderate—don’t try to include everything at once. It is better to provide a relatively small amount of text, choosing quality over quantity. You should pay attention to more relevant data, abandoning unnecessary offers that will only distract the reader. You should 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. Offer – what you offer to a potential buyer. It can be considered the most important element of the commercial proposal. Since it usually depends on the preparation whether a potential client will be interested in studying the commercial proposal. It is important to take care of an informative and sufficiently “catchy” title.

The offer must be based on the following basic postulates:

• prompt provision of services;
• favorable prices;
• provision of additional services;
• availability of payment - deferred payment;
• providing discounts;
• delivery terms;
• additional service;
• company warranty obligations;
• brand prestige;
• high result;
• availability of several product versions.

Good offer or unique selling proposition(USP) involves the combination of several elements. For example, the harmony of an attractive price and comfortable delivery conditions or guarantees, etc.

Step #4. Focus on solving customer problems. A competent commercial proposal is focused on solving a problem target audience. Required condition– focusing on the problem of your clients.

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

The text of the commercial proposal should be client-oriented. He becomes the main character of our story. The more phrases “we”, “I”, “our” in the text, the less it will arouse the reader’s interest. Why should a client waste time reading a eulogy about a company?

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

Step #5. Pricing. The client needs to understand the company’s pricing principles. Therefore, you can in your own commercial proposal for cooperation talk about the pricing system - what factors are the basis for cost formation. Or send a price list with your commercial proposal. When operating in a highly competitive market, you should send proposals with competitors' prices. Enough effective method– the client should be informed about the benefits he will receive.

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

1. Typically, commercial offers based on a list price go straight to the trash bin. Therefore, it is necessary to think about stimulating the client to get acquainted with the proposed price list. For example, you can inform 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 such a formulation cannot be abandoned, then it is necessary to at least clarify this “from” - in order to understand what a specific price depends on.
3. If a price scale is used depending on certain indicators (for example, container capacity, 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. You can call it another word, try to highlight the recipient. He must understand that he was not sent a common price list for everyone, but an individual one, attractive specifically for him.
6. If you limit the validity period of the offered prices, you must indicate this in a visible place.
7. Please check before sending good quality printing, without gaps and streaks from the printer. Each letter, and especially the number, should be clearly visible.

Step #7. Gratitude after the first sale. Once you've made a sale with a quote, you shouldn't let the client go. The first step after the first cooperation is gratitude. Every person is pleased to see gratitude and hear “thank you.” After all, this confirms that they did something kind 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 Sales Killers

1. Uncompetitive offer in KP.
2. A commercial offer is sent to people who are obviously not interested in it.
3. The commercial proposal is drawn up without taking into account the needs of the target audience and competitive advantages of the company .
4. Poor design of the CP, which makes reading and analyzing information difficult.
5. The CP simply tells, but does not contain a specific offer for clients.
6. The CP considers only the product itself, without indicating its benefits for the buyer.
7. The reader is forced to read an overly cumbersome commercial proposal.
8. A person who does not decide to cooperate gets acquainted with the commercial proposal.

8 commercial offer amplifiers

1. Data– will give credibility to your statement. Facts are trusted, they are not argued with, and they are the ones who will help create an offer you can't refuse .
2. Research results– the effect will be similar to the facts. Research is being conducted to understand patterns that help in making good decisions.
3. Numbers and figures. In practice, numbers look much more convincing than words. The numbers are specific information that will be clear on a specific question for the reader.
4. Calculations– if in your commercial proposal for a client you promise to receive additional income, this must be confirmed by calculations.
5. Images– the phrase “ better time to see is to hear a hundred times.” Depending on the specific specifics of your proposal, you can offer readers pictures, photographs or other images.
6. Tables or graphs– an excellent tool for proving growth dynamics.
7. List of clients– relevant when they include big names. The reader will assume that if you have worked with such large companies and they trust you, then the company is really serious.

Do you want to attract potential clients and increase company revenue? Learn to properly inform customers about the services provided and become familiar with the main types of commercial offers. The article contains helpful information which will give basic concepts necessary on the path to success!

A commercial proposal is an effective method of informing potential clients about an organization, its products and services. The correct content of this document describes the benefits and terms of the transaction with the company, and is also an indicator of the professionalism and experience of its employees. The ability of an enterprise to occupy high positions in the market in conditions of fierce competition directly depends on the uniqueness of the commercial offer.

What types of commercial offers are there? Let's look into this in detail.

Classification of types of commercial offers

Depending on who the commercial offer is addressed to, whether it has a specific addressee or not, whether it is the first contact with the client or is drawn up after business meeting, it can be defined as cold, hot or a combination.

1. A cold commercial offer is a variant of the first contact with a potential client, the purpose of which is to inform and attract attention to a single service of the company that is useful for a wide audience of consumers (repairs, delivery of food, water, etc.). Or a message about services for a narrow category of buyers (professional translation, repair cash register, rental of truck cranes, etc.). In the case of “cold” mailing, time and money are saved significantly. Such a commercial offer is otherwise referred to as basic or standard.

2. A hot commercial offer is a message addressed to a specific buyer and sent, as a rule, after personal meetings or telephone conversations. This document contains a specific proposal, compiled after preliminary agreements with the client. In this case, the so-called “warm-up” is not needed, since there is already interest in the company’s products or services.

3. A combined commercial offer is drawn up if clients interested in the company’s services want to receive more detailed information, suddenly lost their interest. Unlike “hot”, it can be sent both after preliminary meetings and before them. The target audience for “combined” mailings is narrower than for “cold” mailings. However, knowing the interests of a selected group of consumers, you can develop a clear plan for promoting the company's products.

Depending on the purpose of preparation, a commercial proposal (hereinafter referred to as CP) can be of the following types:

• Presentation CP has the goal of informing potential clients about new organization, as well as the introduction of new products or services.
• Promotional CP is intended for both potential and existing customers and has the goal of stimulating sales by offering discounts and conducting various marketing activities.
• The congratulatory CP has the task of presenting an exclusive offer for special events or offering the sale of products/services at a discount dedicated to the holiday.
• The thank-you note is intended for a client who has already used the company’s services. It is sent after some time to thank and ask the consumer’s opinion regarding the organization’s activities. It is used to remind oneself.
• Invitational CP has the goal of awakening interest among potential and existing clients in attending presentations organized by the company.
• Types of commercial offers can be classified depending on the indicators of effectiveness, which are assessed by the number of attracted clients. According to the information received and careful analysis, the following are divided:
  · Effective CP;
  · Ineffective CPs.
• Summing up communication with clients, the company must objectively assess its strengths and weak sides and develop a plan for future business proposals without making past mistakes.

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

What is a commercial offer

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

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

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

Types of commercial offers

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

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

Personification of the offer

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

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

Non-personalized offers

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

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

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

Quote functions

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

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

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

Based on these requirements, a commercial proposal is subsequently drawn up. It is very important to know exactly what audience this document is aimed at, because for different generations characterized by different needs.

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

Drawing up a commercial proposal, its structure

Any commercial proposal form must include:

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

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

What marketing tactics are best to use?

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

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

When printing a commercial proposal for the provision of services on paper, you should Special attention give:

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

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

1. In the eyes of a potential client, you are reduced to a dull spammer.
2. Your letter may end up in the spam folder, and people simply won’t read it.
3. Ugly and poorly designed electronic offer obviously will not play into the hands of your reputation.

“Cold” sales work much better in the case of phone calls rather than sending unwanted text to other people's email addresses.

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

Provision of services

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

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

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

Gross errors in drawing up a commercial proposal

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

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

What should not be written in a commercial proposal form:

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

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

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

But there are identified patterns that state that:

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

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

Drawing up a commercial proposal online using a template

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

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

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

Today, no introductions or preludes - just a dry summary of how to draw up a commercial proposal (compred, CP). We will look at the basic approaches and principles using illustrative examples. Also, just below, I will provide templates and samples of the structure and text of a commercial proposal with links so that you can download them and adapt them to your needs. The purpose of this article is to teach you how to develop a CP that, first of all, will be read. And secondly, after reading it, they will respond and agree to the proposed deal. Ready? Then let's get started.

By the way, if it’s more convenient for you to watch a video, or you’re short on time, then I briefly talk about creating a CP in the 18th lesson of the course “Copywriting from scratch in 30 days”, take a look:

What is a commercial offer

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

Types of commercial offers

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

1. “Cold” commercial offer

“Cold” commercial proposals are sent to an unprepared client (“cold”). Essentially it's spam. As practice shows, people don’t really like spam, but if it interests them, then... it becomes an exception to the rule. For this type of CP to work, you need a high-quality target list (list of recipients). The “cleaner” this list is, the higher the response. If the target list contains general addresses like [email protected], then the efficiency of the compressor is a priori reduced by 80-90%.

Let's take a spicy situation as an example. Let’s say the head of the sales department of company N has a plan “on fire”. A little less than two weeks before the report, he is tearing his hair out, not knowing what to do, and receives an email with something like this heading: “5 ways to fulfill the monthly sales department plan in a week.” Tada-a-am! This is the salvation of the situation! And the person reads the main text, in which the service we offer is hidden among the methods.

But this is just a special case. The main task of a “cold” commercial proposal is to force the recipient to read it to the end. Make a mistake and the letter ends up in the trash.

This is why when developing a cold gearbox, three main risks of ejection are taken into account:

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

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

The main advantage of a “cold” commercial proposal is its mass appeal, but practice shows that when the proposal is personalized, the response to it is much higher.

2. “Hot” commercial offer

Unlike “cold” analogues, a “hot” commercial offer is sent to a prepared client (a person who himself requested a proposal or who was previously contacted by a manager).

“Hot” CPs differ from “cold” ones both in volume (which can be 10-15 pages or slides) and in the approach to compilation. More importantly, they provide a person with information of interest for making a decision (on price, availability, conditions, etc.). Recently, “hot” commercial offers, designed in the form of PowerPoint presentations or translated from PowerPoint to PDF format.

Read more about hot comps in.

3. Offer

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

Commercial proposal offer

Not to be confused with an offer. This is completely different. To create a truly powerful commercial offer, you will need a killer offer - the “heart” of your offer (English offer - to offer). That's the point. In other words, a clear statement of what exactly you are offering. In this case, it is advisable to indicate the essence at the very beginning (this especially applies to “cold” CP).

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

Every day I come across commercial proposals, the authors of which step on the same rake again and again (don’t repeat it!):

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

And so on... This is a gross mistake. Look around: competitors offer the same thing. But most importantly, there is no benefit for the recipient. Absolutely no way. What will he gain from this? What benefits will it receive?

At the same time, these sentences can be “flipped”, made more personal and reader-oriented. For example:

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

You get the idea. The main thing is to convey to the recipient the benefits that you offer him, and goods and services are a way to receive this benefit. Read more about the offer in .

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

0. Footer

The footer most often includes a logo (so that the CP is identified with a specific company) and contact information with a mini-appeal. This is done to save time and space. As soon as a person looks at the top of the document, he already knows what is being discussed and how to contact you. Very comfortably. The size of the footer, as a rule, does not exceed 2 cm. After all, for a cold compressor in A4 format, every centimeter counts. Look at how I would put together a proposal for, say, my blog. In this case, I sell content in exchange for readers' time.

1. Title of the commercial proposal

Vital element. Especially for a “cold” gearbox. Its task is to attract attention and immediately hook it with benefits.

Note: When we're talking about about a “cold” proposal, the heading “Commercial proposal” is not the best option. If only because it is uninformative, takes up space and is no different from dozens of others that your competitors send. In addition, if a person does not expect letters from you and receives something so abstract, he reflexively makes several clicks: “select” and “add to spam.”

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

In my practice, headlines (not to be confused with the subject line of the cover letter!) work best using the 4U formula. I talk about them in detail. In today's sample sales pitch, the headline is a combination of a headline and a subhead.

Lead (first paragraph)

The main task of a lead is to arouse interest in what you are saying. Otherwise, people simply will not listen to you. Well, or literally, then read your commercial proposal. The lead always talks about what is important to the client. To do this, four approaches are used:

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

In my example, I used a “from the problem” approach, take a look. Below I will show a few more samples with other approaches.

3. Offer

I already talked about creating an offer a little higher. The offer should interest the recipient in the benefits so much that he continues reading your commercial offer. Practice shows that if the offer is not interesting to the reader, the commercial proposal goes straight to the trash can (the second wave of discarding).

For an offer, you can use either a general formula with benefits, or the so-called amplifier link:

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

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

4. Benefits for the client

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

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

5. Processing of objections

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

Blocks with social proof or authority triggers are often used as objection handlers. Finally, another powerful sales persuasive technique is guarantees. In this case, guarantees can be both expected (12 months for office equipment) and unexpected (if something breaks down, the company carries out repairs at its own expense, and provides a similar model of equipment for the duration of the repair).

To inspire even more trust, tell us about your company, without unnecessary praise - specifically and to the point. Just the facts.

6. Call to action

Another essential attribute of a good commercial proposal is an appeal. In this case, there should be only one call (calling for one specific action): most often it is a call, but it can also be an application on the website or a visit to the sales department. The maximum is an alternative: call or send an Email.

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

Compare:

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

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

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

7. Postscript

The final, and at the same time one of the most important elements of all “killer” commercial proposals, is the postscript (P.S.). When used correctly, the postscript becomes a very powerful motivating lever. Practice shows that people read postscripts most often (after captions under pictures). That's why, if you want to strengthen your commercial offer, then the cherished letters P.S. It is advisable to take it into service.

In addition, you can insert a restriction (deadline) into the postscript. Many people miss this point of the structure. And if, in the case of sending a “hot” commercial proposal, the manager can call and remind about himself, then in the case of a “cold” proposal, the absence of a restriction can deprive the company of more than half of the responses.

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

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

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

Ready-made commercial proposal sample

If we connect all the blocks, we will get this sample commercial proposal. It's universal. I adapted it for selling various goods and services: from logistics to rolled metal. In some places it worked better, in others worse. But everywhere it justified itself and paid for itself. The only thing is to remember to keep the target sheet clean.

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

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

How to write a commercial proposal (algorithm)

To correctly draw up a commercial proposal, you need:

Step 1: Take the sample from the link above as a basis.

Step 2: Replace the logo, slogan and contacts with your own.

Step 3: develop a header using the 4U formula.

Step 4: Describe the client’s real “pain” in the first paragraph.

Step 5: Create an offer with a solution for the “pain”.

Step 6: Make a graphic separator.

Step 7: Describe the additional benefits of your proposal.

Step 8: Eliminate key objections or briefly introduce yourself.

Step 9: Make a call to action, write P.S. with a deadline.

Other commercial proposal samples

Based on the above structure, you can also compile purely textual compres. Let's look at samples of commercial proposals for the supply of goods and transport services. Despite the fact that they do not have graphic separators, the order of the blocks in them is identical. Pay attention to the objection handler “If you already have a supplier.” This technique is called psychological adjustment and is described in detail in the book “The Laws of Influence” by Susan Weinschenk.

a) Sample commercial proposal for transport services

Are you sending out commercial offers, but clients don’t call? Or did your boss set the task of writing a CP, but there are no ideas? Then we study the question, look at examples and learn to create the right commercial proposal, the result of which is not sent to trash can client, and is reflected in the increasing sales figures of your company.

A commercial proposal (CP) is an offer of services provided by one company to another organization or a specific person. The category of services may include consulting, the sale of a specific product, training of the organization’s personnel, the creation of a website, and an offer for the supply of building materials.

Interaction with a client is a certain chain of actions that must be completed before he makes a purchase decision and pays the invoice.

Companies selling a certain product create their websites, hire managers to call customers, send out offers, create and send product catalogs, develop presentations, and participate in exhibitions. Each of the listed actions performs its functions in common system sales, pursues its goals and must achieve certain results.

The commercial offer in this chain also has its place and performs specific functions:

• attracting the attention of a potential client to the service provided by the enterprise;
• generating interest in the information presented in the document and in the product offered;
• stimulating the desire to purchase the product.

By and large, a commercial proposal is an informational occasion that can be discussed with the client, which means it is a method of “opening doors” to a potential partner’s company.

Types of commercial offers

CP sent to clients on different stages sales differ in goals and expected results.

It is sent to complete strangers to potential buyers with whom the sales manager has had no prior contact.

Its main characteristics:

• standard text for clients with an emphasis on the product or service offering;
• short in volume, and, as a rule, created on one sheet;
• sent en masse, which resembles a spam mailing.

Such an offer will “hook” those customers who have formed a need for the product even before they received the letter.

"Warm" CP

Such an offer is sent after a preliminary call to the client. As a rule, the conversation was short. To complete it faster, it was easier for a potential buyer to request a commercial proposal than to listen to information about a product that he does not yet need or simply does not have time to communicate.

As a result, the sales specialist sends a letter to the potential client, referring to the agreements reached over the phone. By and large, this is still the same “cold” client, but the first contact has already taken place with him. Based on the results of the sending, it becomes possible to call again and clarify whether he is ready to discuss the information voiced in the proposal. This CP is individual, unlike the “cold” version.

If at the time of the manager’s return call the client has not read the letter, then you can clarify the date and time of the return call. This is how the client begins to get used to communicating with the manager. If he is at least a little interested in the text of the proposal and is satisfied with the communication with the “sales person,” there is a chance to continue the dialogue.

"Hot"

Every client is different. The needs of each of them are individual: some are only interested in the product itself at a low cost, some want to receive the product and delivery, others focus on the quality of the service or product.

At the moment of communication with the client, in the case of correctly structured communication, the manager receives information about the specifics of his needs. And if this happens, then the sales specialist has every chance to make an individual commercial offer that will hit the target. In this case, it is restructured, specific accents are placed, since it is clear which target group the potential buyer belongs to.

The same option is sent out if the client proactively sends a request for a commercial proposal to the company. Often in his address he clarifies what exactly interests him.

Features of the “hot” offer.

1. Sent individually to a specific person or employee of the company, and his name is indicated either in the body of the cover letter or in the structure of the proposal.
2. It can be more voluminous, placed on two or more sheets or in the form of a presentation.
3. The discussion organized by the manager after the client has reviewed the proposal is more substantive and constructive.

Let us give an example of a proposal that can be sent after discussing all the details of cooperation with a partner.

Commercial offer structure

The commercial offer is built according to a certain scheme. Each part has its own tasks. Managers creating this document need to think through each of its structural elements.

The proposal includes the following sections:

• title;
• offer;
• belief;
• limitation;
• call;
• contacts;
• P.S.

Heading

The first thing a client sees in a commercial proposal is the title. It will take no more than 20 seconds for a person to read it and make a decision: send the letter to the trash bin or read the entire document. If “cold” offers are sent to customers, then the headline is practically the only chance to interest them.