Commercial offer sample. Make a commercial offer from a construction company. Sample commercial proposals for download

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 by far the most popular way to attract target audience 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 compiling "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 by allocating the lion's share of the KP form under 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

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?

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 a Monthly Sales Target in a Week." Tada-a-am! Here it is, saving the situation! And the person reads the main text, in which, among the ways, the service that we offer is hidden.

But this is only 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 can be the subject of the email if the offer is sent via e-mail, or a non-standard 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 himself or whom the manager contacted in advance).

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

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 relevant)
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 offer, the absence of a restriction can deprive the company of more than half of the responses.

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

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

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

Ready sample commercial offer

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

One more 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

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

What is a commercial offer

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

Varieties of commercial offers

There are two types of commercial offers:

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

What functions does a commercial offer perform?

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

• To draw attention.
• Interest.
• Encourage purchase.
• Generate a desire to purchase a product.

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

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

Standard Quote Structure (Template)

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

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

What should a good business proposal look like?

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

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

Rules for compiling a commercial offer

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

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

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

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

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

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

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

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

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

As an argument, you can use:

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

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

How to increase the readability of a commercial proposal

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

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

A few more rules (sample drafting)

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

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

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

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

Errors that are made when compiling

Unnatural praise of the client.

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

Using critical remarks towards the addressee.

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

Supply glut general information about the client.

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

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

Sending one offer to a large number of people at once.

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

Misunderstanding the concept of a "long" letter.

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

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

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

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

Give the customer a reason not to study your offer.

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

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

Checking the commercial offer

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

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

Examples / samples of commercial offer

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

Each company, in any field of activity, offers customers a commercial offer. This is a popular working tool for interacting with current and future partners, which is actively used in small and large businesses. A commercial offer is one of the options for a selling text, but such a tool is created according to special rules, since its purpose is to induce action.

A commercial offer may different forms, but its goal is always to encourage the client to take certain actions, which in the future will lead to an increase in conversions for companies.

But it is believed that such a document should not be too voluminous, optimally if its length is 2-3 pages. This parameter is individual, depending on the specifics of the industry and the complexity of the services provided, the length of the CP (commercial offer) can reach 15-20 pages.

If this is your first time preparing such a document, a commercial offer in Word or another program. But we do not recommend using ready-made templates, since the specifics of the business determine the composition of the CP. Before you get started, ask yourself the following questions:

1. Who is the offer for? Who is the target audience for your business? This main question, which defines the format for submitting information.
2. What action should the target audience take? For example, call you, leave your coordinates, make a conversion.
3. Is your proposal aimed at a wide audience, or is it intended for a specific organization, group of people?

Mandatory components of a commercial offer

Now let's talk about the content of the document, a good commercial offer must contain the following items:

1. Home page with brief information about company. It has a header with data: address, full name of the company, logo.
2. Be sure to indicate the addressee - the person for whom the letter is intended.
3. Title, explanation of the title and date.
4. Opportunities and.
5. Description of each product or service separate page, page numbering is also required.
6. Image or photos of products with a description of the functionality and their features.
7. Terms and conditions of delivery (if any).
8. Organization seal.
9. Name and contacts of the head responsible for communication with clients.

All these points should be reflected in your commercial offer so that the client can immediately find the necessary information and determine the degree of trust in the company.

Types of commercial offers

All types of CP can be divided into 3 main types:

Be sure to send a commercial offer along with a cover letter. The letter should briefly describe what the sent document is, and additional documents can be attached to it. For example, the price of services.

Standard sentence structure

The Word Quote Template includes:

Before compiling a quotation, you need to familiarize yourself with the templates, but you do not need to copy them completely. You need to rely on advice and samples, but any document must have personal, personality traits that make it stand out from the rest.

A good business proposal should be specific, clear and concise. Information should be presented in such a way as to show all the benefits of cooperation and convince the client to place an order with you. The nature of the proposal cannot be too advertising, but most importantly, it should not contain semantic, grammatical and lexical errors.

By the way, the “cold” offer should not be long, the optimal size is 1 A4 page.

The process of drawing up a CP

Make a commercial offer for letterhead company, as he is powerful amplifier KP.

We start with a greeting, it is appropriate in both the “hot” and “cold” version. Then we write the title. In a non-personal offer, this is the most important part, since only a catchy and attractive headline can make the recipient read the letter. Intrigue, use "customer pains", use celebrity names, give guarantees, ask questions and even scare - all means are good.

For personal offers, such tricks in the title are not needed, it is enough that this element reflects the content of the document.

After a specific description of your services, you need to use a powerful offer. You should not just provide a list of services, but show a specific benefit from using them. Say specifically how your services or products will help the client, what problems and “pains” they can get rid of. For example, you can say that you provide for a metallurgical plant, or you can say that your equipment will help reduce labor costs for production by at least 50%. The second option is more attractive to the client.

You don’t have to be shy about using marketing techniques, you can add testimonials from real customers to the CP, talk about partners who have already appreciated the level of your services, as well as provide discounts or offer “unique” profitable terms. By the way, when using the last method, be sure to limit the time of its action. This enhances the effect.

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Commercial offer as a document for the most part not currently applied by the parties. If every (practically) organization has its own website on the Internet, then there is no need for it.

To answer

A commercial offer is an ideal tool for working with old partners, and such an offer is also used to find new partners. From our article you will learn in detail about the specifics of commercial offers: the rules for drafting, mistakes that can be made, get useful information, as well as sample sentences and templates.

What is a commercial offer?

Often a company thinking about expanding its client and partner base chooses commercial offers as the main tool. Conventionally, commercial offers can be divided into 2 types:

• personalized, sent to a specific addressee and containing a personal appeal inside. The main advantage of such offers is that the client involuntarily begins to feel involved in your company, he is pleased that he will individually receive an offer with a special discount or bonuses. Of course, he should not know that several dozen other people received a similar letter.
• non-personalized also called cold. It contains non-personalized information and is not directed to the only person, and is designed for a wide range of consumers. Such a proposal also has disadvantages, firstly, the lack of a personal appeal summarizes information, reducing the degree of client interest. Secondly, the offer can be read by a person who will not make a purchase decision (secretary, middle manager, relative, etc.).

Any type of commercial proposal will help you achieve the following goals:

• Attract the attention of a potential client/partner.
• Arouse interest and desire to purchase goods.
• It will help the buyer decide to make a purchase or order a specific service.

Taking into account these decisions, a commercial offer is developed, but the principle of its "work" is similar to the operation of a conventional advertising campaign. Naturally, the textual content of a commercial offer is 50% of success, if you create a personalized offer, then you need to pay great attention to the paper and even the envelope in which it will be sealed. Usually, in order to attract the attention of the client, the offer is supplemented with a company logo or focuses on corporate colors.

Structure: we compose a proposal sequentially

The standard structure of such a proposal consists of 5 main parts. Let's look at them with examples.

Title and subtitle

• Headline, which uses a catchy phrase and, if possible, a corporate logo.
• A subheading that defines the service or product being offered.

How right?

Example #1

• Headline: How to reduce the cost of a click in Yandex Direct while maintaining a CTR of 40-50%?
• Subtitle: IT company will cut cost per click by half in 10 days, increasing CTR by at least 10%.

Example #2

• Headline: Courier service "Minutka" will deliver your order from the cafe so quickly that the dishes will not have time to cool down!
• Subtitle: Hot lunch delivery service for employees directly to the office.

Example #3

• Headline: Italian Express Courses: 100% Refund If Your Employees Can't Speak Italian After 3 Months!
• Subtitle: A special service for the preparation of personnel for the arrival of foreign colleagues, foreign business trips, documentation.

Example #4

• Headline: What to do if the contractor missed the deadlines, and there is no time left for the interior decoration of the apartment?
• Subtitle: Company "Remont M": we carry out finishing work in a short time and give a 10% discount.

How wrong?

• Title: LLC "Stena": we will build it as for ourselves.

• Subtitle: The Stena LLC has been engaged in construction work for more than 10 years.

Block information and benefits

• A block that attracts attention and provides advertising information about a product/service.
• Benefits that a partner or client will receive from cooperation with your company.

Wrong

The courier service "Minutka" has been on the market for these services since 2010. About our work leave only positive reviews, we have more than 500 clients, but this is not the limit. Our service cooperates with the companies Technotrade LLC, Autoservice 100 and others. We are the best delivery service in our segment:

• Large car park.
• We cooperate with big amount cafes and restaurants.
• We provide discounts for regular customers.

The cost of our services depends on the number of your employees, the distance of the cafe from your office and other factors. Contact us by phone or email for more details!

In KP there is no "pepper", there is no intrigue and that very "candy" that attracts customers. Must use more numbers, tempting phrases and sentences that will make a person read the letter to the end and call you.

How right?

Courier service "Minutka" offers to organize meals for your company's employees. Hot lunches in the office are not only saving material resources, but also increasing the efficiency of your team. Why waste time looking for a cafe, because Courier service"Minutka" will bring hot dishes from any restaurant or cafe in Nizhny Novgorod within 30 minutes.

5 reasons why you should contact the courier service minute:

• More than 15 organizations of Nizhny Novgorod use our services.
• We work 744 hours a month, taking orders day and night.
• We cooperate with more than 25 food outlets of different price categories.
• The service has its own fleet of vehicles and the latest equipment that allows you to receive and deliver orders within 30 minutes - 1 hour.
• If you find food delivery cheaper, we will make a personal 20% discount for you.

Review: Our company does not have its own canteen, so we have been cooperating with the Minutka courier service for more than 3 years, we are satisfied with the quality of their work and the speed of delivery. We are often given discounts, sent an extended list of cafes and restaurants with which the courier service cooperates. Our employees are satisfied, we express our deep gratitude to the Minutka service for delicious lunches and prompt delivery!

Sincerely yours, HR Director The latest technology» Anna Kovalenko!

Shall we cooperate?

Here are your available contacts, address and phone number, you can add the logo of the service.

What is the purpose of the commercial offer?

All advertising tools have one goal - to sell, to sell profitably. And no matter what tools you use, a cheap calendar or an expensive offer on laminated paper should attract the client and arouse his interest. Therefore, all the efforts of the person who makes up the commercial offer should be concentrated on the competent presentation of the benefits of the purchase, which even the client who is “out of touch” will see.

If your potential client reads the offer to the end, then this is a success for the company, which can bring profit and new customers.

Tips to help you write a business proposal

To create a “selling” commercial offer, you need to take into account a few tips that make the offer more interesting for a potential buyer:

• More specificity and clarity. Avoid vague phrases and vague sentences, you need to place specific information about a product or service on 1 sheet, which will clearly reveal its advantages.
• When compiling, do not make logical, semantic or technical errors that will immediately scare away customers.
• Provide only true information. If the client does not receive the promised bonus or product, then he will have a worse impression of the company.
• Be sure to specify Special offers which you can guarantee to the client.
• Stick to the structure and fill the offer with confident phrases. Your confidence will be transferred to the client, stimulating him to place an order.

Rules for compiling a commercial offer: determine the goal, audience and other parameters

Before making a commercial offer, it is necessary to analyze the target audience for which the document is intended. You must realistically assess the desires and possibilities of the potential audience in order to make a good offer.

Checking after compiling

After compiling a commercial proposal, it is worth conducting a short test check by quickly glancing over the finished letter. Does it solve the client's problem? Does it have patterns? Is everything listed? Several such checks can be carried out, believe me, all the “verbal” husks will be eliminated, and only useful and effective information will remain on paper.

Several tools can be used to validate a proposal:

• Ask your co-worker or friend to read the proposal. Let your friend evaluate the offer and say whether he would make a call to your company or not. What is important here is perception, understanding of the topic (even if the person is completely unfamiliar with your product), the desire to call.
• Read the text, discarding all epithets. For example, the phrase “our best hair dryer in the world” sounds simpler and easier without superlatives, ceasing to look like a schoolboy essay.

Just like that, you subtract a commercial offer, saving it from worn-out stamps and really ridiculous phrases. Then give it to a printing house or a designer, and you will receive a CP ready for sending. But what to do next with ready-made proposals? Let's find out together!

Examples of ready-made commercial offers: photo

If you don't have a person on staff with experience in sending out such offers, then you will probably need to hire one. Fan mail or courier delivery is a delicate science that requires certain skills. But the situation will be facilitated by the use of your own or purchased customer base with potential buyers.

For prestigious companies, the client base has been formed over the years, so there should be no problems, but a young developing business does not yet have a large number clients. What to do? You can buy, but they can slip you a pacifier with " dead souls” (non-existent email addresses, for example) or sell a base with a non-target audience. For example, a car salon will give its base to a cosmetics store, what's the point?

Summing up

Compiling and sending commercial offers is difficult, really difficult, if you want to get real results. To make such a “promotion” profitable, be sure to contact professionals or acquaintances who have been involved in the preparation of commercial proposals at least once in their lives.