Business proposal letterhead. What is a commercial offer. Standard sentence structure

Selling without effort is difficult, but possible. To do this, you need to know your Client / partner and make a profitable for him offer at the right moment. 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 experience shows that the main problem precisely 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,
• provision of services,
• 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 offer until you have:

• full understanding target audience: what kind of person is this, what does his head hurt 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 directories of registration of companies 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 than that 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 CP, he must know exactly how it will change. financial position or the position of the company 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.

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. Submit an offer with full set selling moments. 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- this 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. commercial offer with the best conditions- this is the most common way to throw salt on the wound 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 Golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 more 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 say to a manufacturer in Russia - help your partners sell goods by providing them with advertising information, then people point blank do not understand WHY. They say: "We are manufacturers ...". The 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):

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 commercial offer: it will become easier for managers to sell thanks to strong advertising material, you will have the results of a marketing audit on hand (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, advertising offer, target audience, but also the situation on the market. 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 the 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,

A commercial offer is the main sales tool. It is with a commercial offer that a potential client begins to get acquainted with your product or service. And the success of all work on the transaction depends on how correctly the commercial offer is drawn up and delivered. A commercial offer differs from a price list or a regular product specification in its purpose, which is not so much to inform the client about the product or service offered, but to encourage him to buy the product or use the service.

Commercial offers can be conditionally divided into "personalized" and "non-personalized". Personalized are addressed to a specific person and contain a personal appeal. Non-personalized - designed for a wider and impersonal audience of recipients.

Regardless of the type of commercial offer, the author must clearly understand the target audience for which the text is oriented. Before compiling a commercial offer, it is recommended to determine the needs of your audience, what may be of interest to them, to attract attention. Often the most common mistake is to replace the real needs of the target audience with the author's ideas about the needs of potential customers.

After the needs of the target audience (TA) are clarified, you can proceed to drafting the text of the proposal. A commercial offer must consistently perform 4 main functions of an advertising message:

1. Attract attention
2. Arouse interest
3. Awaken desire
4. Stimulate purchase

It is in accordance with these functions that the text of the commercial proposal is formed. It is desirable to place a visual image in the "header" of a commercial offer that would attract the reader's attention. Often, this function is assigned to the logo of the sending company. Therefore, the logo should first of all attract attention.

The typical structure of a commercial offer is as follows:

1. Title offer and graphic illustration
2. Subtitle clarifying the subject of the sentence
3. The main text of the offer
4. Advertising slogan, slogan, call
5. Trademarks, sender details

Functions of Structural Elements

• The title and illustration should draw attention to the text, interest a potential client. This is the core of advertising and the most powerful message to the buyer.
• The subheading is the link between the heading and the body text. If the client is not interested in the headline, then the subheading gives one more chance to attract him to the purchase.
• The body text fulfills the promises of the title and details it.
• The final phrase - a slogan, a postscript - should encourage the client to make a purchase.

header

• According to statistics, headlines are read by 5 times more people.
• News ads are read 22% more often.
• The strongest words in the title are "free" and "new". But it is also important not to forget about the values ​​of the target audience, in some cases, free of charge, on the contrary, will repel.
• The title should be direct and simple.
• Don't use negatives in headlines.
• Avoid blind and overly general headings.
• Use one font. The more fonts in the header, the better less people reads it.
• If the headline contains a direct quote or is enclosed in quotation marks, it attracts an additional 30% of readers.
• Short titles of one line, no more than 10 words, work better.

First paragraph

• Keeping the reader's attention is becoming increasingly difficult - you need to learn how to compress the story into one paragraph several lines long.
• The first paragraph should contain no more than 11 words.
• A long first paragraph will scare the reader away.
• What to write about in the following paragraphs? About the same, only in more detail.

Main text

• Love your product.
• When addressing a consumer, use the word “you”.
• “Beautiful writing is a great disadvantage” - Claude Hopkins. Use less exaggeration.
• The shorter the sentences, the better the text reads. But a sequence of equally short sentences is boring.
• When writing text, use colloquial. But use professional slang only in exceptional cases.
• Write the text in present tense.
• Do not make large introductory parts - immediately state the essence.
• The price indicated in the offer has a significant impact on the purchase decision.
• It makes sense to include product reviews and research results in the text.
• Avoid analogies like: “exactly like this”, “in this way”, “in the same way”.
• Avoid superlatives, generalizations and exaggerations.
• Use understandable words and famous families.

How to increase the readability of long text?

• Large text is best broken into paragraphs.
• After 5-8 cm of text, enter the first subtitle. A bold subheading will grab the reader's attention again.
• Insert illustrations from time to time. Highlight paragraphs with arrows, asterisks, marginal marks.
• Capitalizing the first letter increases readability by 13%.
• A serif font is easier to read from a sheet, while it is better to read a sans-serif font from a monitor screen.
• Do not make the text monotonous, highlight key paragraphs in font or italics. Although underlining impairs readability, it's best to use bold type.
• If you have a lot of unrelated items of information, just number them.

P.S

• There are five times more people who notice slogans than read all the ads.
• The text of the postscript should contain the most important information encouraging you to read the entire article.
• The last paragraph should be no more than 3 lines.
• Compared to the number of applications that have reached the advertiser, at least 2 times more potential applications remain only in the mind of the client.

In conclusion, it should be said that, when sent by e-mail, a commercial offer should be sent in the most common electronic format, which is guaranteed to be opened by a potential client.

Accounting for contracts and commercial offers in the program.

Today, there are no introductions and preludes - only a dry squeeze on how to make a commercial proposal (Compromed, KP). We will consider the main approaches and principles with illustrative examples. Also, just below I will provide templates and samples of the structure and text of a commercial offer with links so that you can download and adapt them to your needs. The purpose of this article is to teach you how to develop a CP that, firstly, will be read. And secondly, after reading which, they will respond and agree to the proposed deal. Ready? Then let's get started.

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

What is a commercial offer

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

Types of commercial offers

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

1. “Cold” commercial offer

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

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

But this is only special case. The main task of a “cold” commercial proposal is to get the recipient to read it to the end. It is worth making a mistake - and the letter flies into the trash.

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

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

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

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

2. "Hot" commercial offer

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

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

Read more about hot compreds in.

3. Offer

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

Quotation offer

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

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

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

• We offer office furniture
• We invite you to attend a 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. But most importantly, there is no benefit for the recipient here. Absolutely none. What will he get from this? What benefits will it get?

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

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

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

0. Footer

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

1. Title of commercial offer

Vital element. Especially for a “cold” gearbox. His task is to attract attention and immediately catch the benefit.

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

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

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

Lead (first paragraph)

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

1. From a problem (most often)
2. From the solution (if there is no problem as such)
3. From objections (if applicable)
4. Emotions (very rare)

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

3. Offer

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

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

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

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

4. Benefits for the customer

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

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

5. Handling objections

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

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

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

6. Call to action

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

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

Compare:

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

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

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

7. Postscript

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

In addition, a restriction (deadline) can be inserted into the postscript. This point of structure is missed by many. And if in the case of sending a “hot” commercial offer, the manager can call and remind about himself, then in the case of a “cold” commercial 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 increase by 2 times.

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

Ready sample commercial offer

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

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

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

How to write a commercial offer (algorithm)

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

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

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

Step 3: develop a heading according to the 4U formula.

Step 4: Describe the client's real "pain" in the first paragraph.

Step 5: Make an offer with a solution for "pain".

Step 6: Make a graphic separator.

Step 7: Describe the additional benefits of your offer.

Step 8: Remove key objections or briefly describe yourself.

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

Other samples of commercial proposals

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

a) Sample commercial offer for transport services

Welcome to the business and finance magazine Rabota-Tam.

The popularity of business commercial proposals (BCP) is not unreasonable, if we take into account the performance indicators of such documents. In addition, today search services are simply torn from requests from users of the format: “How to make a commercial offer correctly?”. Actually - no way.

Yes, because the commercial offer is a kind of Olivier salad, which has various cooking options: from sausage with peas to hazel grouse with capers. And each of these recipes is called "wrong" language does not turn.

However, now we still dot the “and” so that you can write an impeccable business proposal in accordance with the high standards of modern marketing art!

So, a commercial offer is one of numerous kinds advertising text, which is in the form of a business letter or official appeal. Due to its simplicity and effectiveness, it is certainly the most popular way to attract the target audience of potential consumers. And also an equally common tool for interacting with regular customers.

Business proposals are of several types:

• "cold";
• "hot";
• standardized.

It should be understood that each of these variants of the CP must be written taking into account the form, structure of the letterhead template, as well as the circumstances and goals that can be set not only by the compiler of the letter, but also by the receiving party.

"Cold" commercial offer

"Cold" commercial offers are sent out impromptu. Therefore, the recipients of such letters are unprepared customers who perceive the CP as spam. But even he can have a response, although the probability of reflection on the part of the recipient is quite small.

Let's simulate the situation. For example, the organizers of the regional sports day did not take care of the purchase of sports uniforms for the participants of the competition. There are only a few hours left before the start of the event. And then, out of nowhere, a letter arrives with the title: "Express delivery of sports uniforms at prices from the manufacturer." This is where a potential client will probably closely study the saving CP, and then place an order.

But this is just an exception to the rule. Everywhere, the fundamental functions of the "cold" KP are reduced to the distribution of interactive advertising. In view of this, you have to arouse consumer interest in reading this document. How to do it:

1. Come up with a catchy and catchy headline.
2. Emphasize the attractiveness of the CP by correctly compiling the offer.
3. Motivate the addressee to take action towards mutually beneficial cooperation with the help of marketing techniques.

We will discuss each of these elements a little later.

Important! Perfect Example commercial offer of the "cold" type should not exceed 1 page of A4 format of exclusively printed text and 2 pages of an illustrated template.

If you have additional information, it is best to state it in a cover letter. And in no case do not write "novels" in the style of Leo Tolstoy, business people There simply isn't enough time to read them.

"Hot" - a personal commercial offer

A personalized commercial offer differs from a “cold” one in that the client receives such a document only after an official request or preliminary verbal contact. Those. the guarantee of reading a personal letter is prohibitively high, so the main semantic load should fall on the offer and the motivational component, and the title may be of secondary importance.

In turn, the complexity of drafting "hot" commercial offers is burdened by the need to adjust the text to the individual needs of each customer.

For example, if during a conversation a client was interested in the advantages of your organization over competitors' firms, write about the advantages, allocating the lion's share of the KP form for this structural element.

Standardized commercial offer

In fact, a standardized business proposal is one of the types of "hot" quotation. However, due to its strictly regulated structure and methods of influencing the customer, it falls under separate view business letter.

The thing is that a client can attach a standard form to an official request, which limits the compiler in terms of describing goods and services, principles of cooperation, advantages over competitors, etc.

In standardized quotations, dry numbers play a decisive role: value for money, warranty service and contractor experience.

It will not work to write something on your own initiative, because the attached sample form is designed to filter out marketing information that is unnecessary for market monitoring.

In such cases, the only thing you can do is offer the lowest price. It is enough even to make a 1-5% discount in order to have a significant chance of winning the competitive selection.

Transmittal letter

Above, we have already touched on the topic of the cover letter. It serves as an addition to the business proposal, pursuing the following objectives:

• familiarization with the main document;
• proportional distribution of large amounts of information.

Moreover, the cover letter may contain attachments: price lists, descriptions of the terms of cooperation, invitations to trade shows or any other marketing events.

Secondly, with the help of an accompanying notice, you can also remind yourself and indirectly encourage the addressee to study the template of the original document.

Quote samples and templates

It is better to see once than hear a hundred times. You can't argue with that. Therefore, here you can not do without samples and templates. However, never repeat the classic mistakes of irresponsible authors of commercial offers - 100% copying of information or 50% compilation from two sources. After all, if stolen content is exposed, who then wants to cooperate with a company that has proven itself in this way?

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

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

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

What were the results?

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

Of the 24 applications read:

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

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

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

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

Only 2 companies sent targeted commercial offers.

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

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

What is important when requesting proposals?

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

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

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

At the same time, 4 criteria must be met:

Number of offers;

Convenient offer format;

Sufficiency of information;

Compliance with the deadlines for receiving proposals.

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

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

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

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

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

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

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

Guarantees that your contact information will not be available to unscrupulous manufacturers and suppliers who use cold calling methods; also, your contact details are not available to casual visitors to the RFP resource;

Saving labor costs of highly qualified specialists.

What can you do right now?

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

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

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

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

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

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