How to make a commercial proposal for the sale of pneumatic equipment. How to make a commercial proposal. Examples of a commercial proposal for the supply of goods

One of the elements of modern business is introducing potential customers to the company's products or services through a commercial offer. Much depends on the correctness of its preparation; this appeal forms the first impression of the company and influences the decision-making on possible cooperation. Therefore, a business owner must pay the utmost attention to preparing a commercial proposal.

Types of commercial offers

Commercial offers in the business environment have become commonplace. They are sent for a variety of reasons and due to various circumstances. These factors make it possible to identify certain types of proposals, which differ significantly in the principles of their preparation:

• Cold – sent to a client who may be interested in the product or service offered. This principle is used to carry out the majority of mailings by e-mail and a significant number of targeted mailings - direct mail.
• Hot – an offer aimed at customers who have shown interest in a product or service. For example, during the exhibition they visited the company’s stand and asked to send them an offer.
• Individual – a commercial offer addressed to a specific client. This proposal takes into account the specific needs of a specific client. For example, such an offer is sent in response to a request for the possibility of supplying a certain product or providing a certain service.

In practice, an entrepreneur has to deal with each of these types of proposals, regardless of whether he is implementing his own, in Russia or in another region.

Basic rules for drawing up a commercial proposal

Any commercial offer must emphasize the specifics of the goods or services offered and at the same time indicate the characteristics of the company that makes the offer. But there is a certain set of rules that all entrepreneurs must take into account when drawing up a high-quality commercial proposal. There are five such rules in total:

1. a bright headline that should not only hook the reader, but also give him certain information.
2. offer – direct offer of a product or service. It should be formulated in the first paragraph of the proposal and contain not only information about the product or service, but also emphasize the benefits of purchasing it, as well as their focus on solving a specific client problem.
3. working with objections - a good commercial proposal should anticipate possible customer concerns and answer their possible questions. You can use statistical data and reviews from real customers as additional arguments in favor of the offer.
4. limitation - the offer must be valid for a certain period of time, which excludes the client’s ability to stretch out the process of making a decision on the transaction. You can eliminate the time limit from individual commercial offers, but in some cases, even there it can look organic and show its effectiveness.
5. a call to a specific action - a commercial offer should not only offer a product or service, but also encourage the client to take an action aimed at the transaction process, for example, call the operator, subscribe, etc.

Compliance with these rules makes it possible to create a selling commercial offer for any business: from an oil refining complex. But you always need to understand the specifics of your offer and take it into account in your offer to clients.

Example of a commercial proposal for the sale of goods

A commercial offer aimed at selling a product must contain information that is sufficient for the consumer to evaluate the benefits of purchasing it. You should not overload the offer with unnecessary information, for example, about the dimensions of the package, the ingredients included in the product, etc.

Experts advise making a separate offer for each product. You should not include information, for example, about snowmobiles and motor boats in one sentence. The only exceptions are products offered in an assortment. For example, a juice manufacturer can make one offer for their product, indicating that there are different flavors, packaging, etc.

In the offer of a product, it is necessary to indicate its cost, since the absence of such a reference significantly reduces the interest of potential buyers, some of whom are simply too lazy to call and find out the price of the product.

The time limit is of great importance here, which encourages the client to quickly make a purchase. It would be good to link a time limit with a price, for example, “only until December 1, 2016, we are reducing the price of scooters to 2,000 rubles.”

If possible, a commercial offer for a product should contain its image - visualization allows you to better understand what exactly is being offered and make a purchasing decision.

How to make a commercial proposal for the supply of goods?

A commercial offer for the supply of goods is characterized by two features: an indication of certain characteristics of a particular product and emphasizing the advantages of the supplier of this product. For example, “our company supplies Chinese green tea directly from the plantations.”

In some cases, the offer may contain more information about the supplier than about the product; this is most typical for large wholesale companies. For example, “our company cooperates with metallurgical plants in Russia, Ukraine, and Poland. We offer our customers high-quality rolled metal at an affordable price, provide free delivery to the regions, etc.”

In the proposal for the supply of goods, customers should draw attention to the advantages of cooperation. Experts advise not to include a detailed offer for all product items; it is enough to indicate some of them that will “hook” the client. The proposal may indicate that a detailed price list can be sent upon request. As an option, the price is an addition to the offer.

If the offer to supply goods is of an individual nature, then it must contain all the information necessary for the client, including about specific goods and their cost.

How to correctly draw up a commercial proposal for the provision of services?

A commercial offer for services is practically no different from an offer for a product. Here it is also necessary to provide information to the potential client about the benefits he receives from purchasing the service. In this case, the specifics of the service should be taken into account and emphasized in the proposal. For example, confidentiality is often important for medical services, so the commercial proposal can indicate that all clients receiving medical services are guaranteed the protection of their personal data.

When providing most services, the professionalism of the performers is of great importance, which must also be noted in the proposal. For example, “for those who have decided, we offer the assistance of an experienced lawyer who will collect all the necessary permits and provide legal support for the business at all its stages.”

How to write a commercial proposal for construction - sample

A commercial proposal for construction work must necessarily indicate a solution to the client’s problem, but at the same time emphasize the high quality of the work performed by a particular company. In such a commercial proposal, it is effective to use information about finished objects and customer reviews. For example, “over five years of work, our construction company has built more than a hundred objects for various purposes, for example, the Domiki residential complex, the Bankovsky business center and many others.”

In some cases, it makes sense to include photographs of completed objects in your proposal or talk in more detail about construction technology. For example: “We build structures from arched structures. This technology involves the use of ready-made structures made in the form of metal arches. Its advantage is the speed of construction, so expanding warehouse space will not take much time.”

Commercial proposals for construction for a specific client are characterized by greater certainty. Such a proposal should describe in as much detail as possible the cost of the work, options for solving specific client issues, resources planned for use, and deadlines for completing the work.

Example of a commercial proposal for cooperation

This category of commercial offers is no less widespread than offers to purchase a product or service. Such proposals are aimed at forming partnerships, for example, building an agent or dealer network. With the help of such an offer, information about the sale of a ready-made business can be advertised or communicated.

In the proposal for cooperation, it is necessary to indicate information about the company; it is advisable to make sure that the potential partner has the opportunity to verify its authenticity. For example, indicate the real office address, INN or OGRN of the company.

The essence of the proposal must be stated in as much detail as possible so that the partner understands what is being proposed. At the same time, you should not describe in detail the entire scheme of cooperation; the amount of information should be such that someone who is truly interested understands the essence of the proposal and continues communication, and does not waste his time on topics that are obviously uninteresting to him.

It is important to indicate all the benefits for a potential partner from accepting an offer of cooperation. Moreover, it would not be superfluous to explain why the company is making such an offer and indicate some of its benefits from this cooperation. Such information emphasizes the transparency of relations and is an additional guarantee that partnerships will be built on fair terms. For example, “our company provides it to the partner, but on the condition that the partner will purchase all the necessary raw materials and consumables for work from us in a monthly volume of no less than 500,000 rubles.”

A commercial proposal for cooperation should orient the addressee towards cooperation based on benefits, and this is precisely what should be emphasized throughout the text: from beginning to end.

Save the article in 2 clicks:

Any commercial proposal must be drawn up competently and effectively. Every business owner (regardless of its size) must have certain skills in preparing effective business proposals. Without a good offer, it is almost impossible to build a successful business. Even in simple communication with clients, you need to be able to convey to them information that will allow you to complete a transaction. A commercial proposal is not only a beautifully designed text on paper, but also the entire process of interaction with others. Any conversation with a neighbor down the street can be the beginning of a deal, which will include the usual paper offers and telephone conversations, so a real entrepreneur must be able to make a commercial offer that is interesting to the client in any situation.

In contact with

Today I will try to present you with 7 basic writing rules that will help your message not end up in the “basket”.

I will try to answer these exciting questions:

How to avoid being among hundreds of unread letters?

How to attract and retain attention to a commercial offer?

How to influence a potential client's action?

In addition to studying the 7 rules, it will be useful to read the article to avoid possible mistakes when creating a CP.

Rule No. 1. Respect for the potential client.

Any request must begin with the information of the person to whom it is sent. Take the trouble to find out how to correctly write the position, company name and initials of the person for whom this document is intended.

The famous American psychologist Dale Carnegie says the following about this: “A person’s name is the sweetest and most important sound for him in any language.”

Therefore, each of your commercial proposals must be personalized.

The standard version of the call looks like this:

"To CEO

PJSC "Pilgrim"

Mr. Sidorov A.N.”

1. If you were unable to find out the position of the person to whom you are addressing the appeal, you have the opportunity to use the standard wording - “manager”.
2. PrJSC, LLC, JSC, PE is the official legal name of the company. If you indicate the wrong form of ownership, you will most likely end up in the “basket”.
3. The last name, first name and patronymic of the manager are the most important in your application. Please pay attention to the correct spelling and declension of the surname. If you have doubts and there is no way to clarify, the best option would be to completely refuse to write your full name. However, I am sure that the secretary of any company will be happy to help you with this issue.

Another common mistake is leaving space for the last name (“________”). I guarantee you that the reader of your commercial proposal will immediately get the impression that this is just another mass mailing.

Rule No. 2. Avoid the banal phrase “Dear.”

This appeal takes us back to the distant times of the Soviet Union. I suggest you be more original. For example, address it like this: “dear.” And it’s even better if you invent a personal, individual and different appeal. And then your potential client is guaranteed to have their eyes fixed on your commercial message.

Rule No. 3. Be an equal with the client.

Many people are accustomed to starting their address with the words: “Allow me to suggest...”and end with “Sorry to bother you.”».

This is a highly controversial issue. However, my professional, verified and subjective opinion suggests that both are interested in a certain commercial offer. You are not a beggar at a bus stop. You offer a product or service that your client needs. You are in an equal position.

The key to success is “partnership”, which can only be “on equal terms”.

Rule No. 4. The magic of the title.

The first impression of your commercial letter will be formed thanks to a competent address and an attractive headline. It is the headline that will either hold the reader’s attention or send the letter to the ill-fated “trash.”

The title should howl:

- intriguing;

— presenting benefits;

- laconic.

For example:

Do you still have to spend over $100 a month on office equipment maintenance?”

Or this option:

“Dear Alexander Nikolaevich!

Do you want to know an easy way to save $1,200 a year?”

Believe me, a businessman will not miss the opportunity to find out options for possible savings. Company directors are always interested in cost optimization.

Rule #5: Pay more attention to the client than to yourself.

“We” is the key word used in most business proposals.

However, psychologists say that a person is too self-centered to read or listen about someone for a long time. Any person is interested in what he will have, and not what you can.

That’s how a person works, well, he won’t be interested in reading about your successes and achievements. Therefore, place more emphasis on “You”. This is guaranteed to keep the reader's attention on your commercial message.

The following formulations always work effectively:

- You will feel it.

— You will be able to receive.

- You'll save money.

- You protect yourself from.

Rule #6: Talk about benefits, not advantages.

Most commercial offers are filled with a wide list of advantages that they promise the buyer. However, let's look at these advantages:

- a wide range of;

— loyal prices;

- extensive work experience;

— system of discounts.

All these advantages mean absolutely nothing. They will fit the description of any product or service and any company.

The most important thing, in my opinion, is to move away from banality and standard templates. Your sales pitch should talk about the specific benefits that a potential client will receive.

If you want to talk about your rich experience. Consider how this experience will benefit the client:

For example: “You can entrust us with even the most non-standard work and be confident in its high-quality execution.”

Did you feel the difference? I think it's obvious.

Rule No. 7. Less words, more substance.

The optimal size of your commercial proposal is the size of one, maximum two A4 pages. You should present as much useful and constructive information as possible on one sheet of paper.

In this case, I advise you to focus on numbers. They always look convincing. If you offer financial benefits, indicate the amounts, percentages, differences.

Here's a good example:

"Our many years of experience"

“We have been working in the market for 5 years”

Agree that the second option is much more convincing.

And some more practical advice:

- Use short and concise sentences.

- Use small paragraphs.

— Insert bullets, highlights, and lists.

The effective structure of your commercial proposal should look like this:

1. Appeal and intriguing part.

2. Description of the existing problem.

3. Your suggestions for solving existing problems.

4. Focus on benefits.

5. Specific argumentation expressed in numbers.

6. The price of your product or service.

7. Arguments in support of such a price.

A commercial proposal for the supply of goods is an important document for product promotion. It combines two functions: presentation of product characteristics and informing potential customers about the conditions for its sale. A well-drafted document will allow you to establish a sales area and find new partners.

What is a commercial offer: its functions and types

A commercial proposal is a type of business documentation. It contains a technical description, competitive characteristics of the product and conditions for its sale. It is in writing and calls for cooperation.

A well-written document performs 3 functions:

• advertising of products sold;
• expansion of the sales market;
• maintaining partnerships with existing customers.

After sending the document, it is worth checking with the potential client the time within which a response will be given

There are 2 types of commercial offers:

• Cold (mass). This message is not identified because it is intended for a wide range of people. Mainly used to inform potential buyers about a new product or improve the characteristics of an existing one. An email from a mass mailing may be considered spam, which reduces the chances of closing a deal.
• Warm (personalized). It is compiled for a specific target audience, the needs of which have been thoroughly studied. The document must indicate the name of the company and full name of the recipient. Such a business letter receives more responses than a non-personalized one. The sales or sales manager is responsible for its development. The text of the document is agreed upon with the manager.

Basic rules for developing a business letter

Development of a commercial proposal does not require financial investments. A business letter is a powerful tool for promoting a product. Only a well-drafted document can encourage business representatives to enter into economic relations with a potential supplier.

The document should contain only information that is of value to the potential client. Before developing a commercial proposal, it is important to study the details of the addressee’s business: needs, problems that he can solve when purchasing products, and others.

Particular attention should be paid to the title, as it attracts attention and arouses interest in the offer.

The commercial proposal must focus on the following parameters:

• favorable pricing system;
• wide range of products;
• possibility of payment in installments;
• short delivery times;
• warranty support;
• availability of a discount system;
• line of additional services.

Important Details

A dry description of the characteristics of products sold is a useless job that will not receive positive feedback from customers. It is important to reflect the buyer’s benefit when purchasing a product, taking into account his real needs and difficulties. In other words, a business letter should tell what problems the client can solve by purchasing a specific product.

The lack of a price list and a price setting algorithm can be considered a drawback of the commercial offer. The client must understand what factors make up the cost of the presented product.

Obviously, it is impossible to reflect all technical and organizational issues in one document, therefore, at the end of the offer, contact information (telephone number, email address, fax) must be indicated.

7 details of a business letter that increase its effectiveness:

• results of the research;
• specific information in digital format;
• confirmation of additional benefits for the client;
• availability of graphs and tables to reflect dynamics;
• the presence of unique pictures and photos for clarity;
• information about major partners (increases the reputation of the supplier);
• information about successful cooperation or reviews from major clients (work for the image).

Structure

No need to try to reach a large audience at once

A business letter should not be too long or short, describing only superficially the benefits of the product. Ideally, a commercial proposal is 1–2 pages long. The document has 4 main parts:

• information about the addressee (name of organization, full name of recipient);
• title - calls for studying the proposal;
• the main part (description of the product, advantages, benefits from cooperation);
• contact details.

A business letter must contain the following points:

• name of the organization and its logo;
• Full name of the addressee of the business letter;
• document's name;
• date of dispatch and registration number;
• specific delivery dates for products;
• installment terms and methods of payment for goods;
• detailed description of products with photos;
• description and argumentation of tangible benefits;
• price formulation;
• Validity of the offer;
• Contact details;
• Full name and signature of the employee.

Decor

If the document is sent in paper form, the paper must be of good quality. Letterheads demonstrate the solidity of the company. When designing, it is better to choose a single font that is as easy to read as possible. For clarity, headings can be highlighted in bold.

The design of the document does not have a serious impact on the promotion of the commercial proposal. But there is a risk that potential clients will not like it.

An important element of the offer are tables and calculations. When registering them, you must be guided by the following rules:

• The table must be placed on one sheet. Complex calculations are inappropriate as they make it difficult to study the proposal.
• The final results of calculations should be placed at the beginning of the table. The client is primarily interested in the volume of potential costs, and only then the items from which it is composed.
• A column must use only one unit of measurement.
• When composing a business letter electronically, it is advisable to add built-in formulas. This will allow the recipient to independently calculate the cost of the product.
• The text in the table should be easy to read.

Mistakes that hinder the progress of a business letter

A business letter will not receive a response if it contains the following errors:

• the document was developed without prior study of the demand of the target audience;
• the letter was sent to companies that are not interested in the product being sold;
• the terms of cooperation are non-competitive;
• the document contains only a description of the technical characteristics of the product, the “Benefit Argumentation” block and the pricing algorithm are omitted, there is no call for cooperation, and no contact information is provided;
• the letter contains cliche phrases that make it uninteresting;
• there are spelling and grammatical errors;
• defiant design;
• presence of slang.

The document cannot indicate the loss of the client’s competitive position in case of refusal to cooperate.

5 successful commercial offers for the supply of goods

Examples of effective commercial proposals:

• fashionable clothes for teenagers, clear and concise;

You should not include information about the company’s achievements in your commercial proposal.

• construction board: nothing superfluous, good photos and detailed contact information;

To conclude a profitable deal for your business, you need to interest a potential partner. It is convenient to do this in writing - to draw up a commercial proposal for cooperation.

Prove the benefits of cooperation

A businessman must convince his partner that cooperation will bring both refutable benefits. It should also be explained under what circumstances he will receive it.

When drawing up a commercial proposal (CP), you should take into account the status of the enterprise and listen to the recommendations of experienced marketers.

Of course, well-promoted companies with well-known brands (Mercedes, Gazprom, Coca-Cola, etc.) do not need to make efforts and go out of their way to convince a representative of a particular company to cooperate with them. In this case, it is enough to issue a letter summarizing the benefits of your product or service.

For other businessmen, it is very important to observe some subtleties so that this proposal has the desired effect.

Important components included in the commercial offer

When drawing up a cooperation document, you must adhere to standard requirements.

• Use company letterhead.
• Write a competent appeal to the company representative.
• Select original title.
• Briefly state the essence of the proposal.
• Encourage the counterparty to take action.
• Provide current contacts.
• Show politeness in the form of preliminary gratitude.

Using forms

The CP can be drawn up on a regular sheet of paper, this is quite acceptable. However, the use of letterhead with the company logo will become a unique element of advertising for your company and will eloquently complement the content of the letter.

Welcome text

The important part is addressing the potential client. You need to take its preparation seriously and understand who and how to contact. For example, it is permissible to address people by name and patronymic in the following cases:

• when an offer is sent after a preliminary telephone conversation with a potential partner;
• CP is addressed to the target consumer, to whom an individual approach can be applied.

Original title

The headline is necessary as an advertising effect; it must contain the main concept of the CP. When applying to a government agency, a creative headline is optional. You can also refuse it if the company is already sufficiently advertised.

If the proposal comes from a budget organization, the proposal is formulated according to the established template, in which creativity is not required. Such a letter is standard in nature and does not require initiative from its originator; its form remains within the accepted rules.

The essence of the proposal should be presented meaningfully, but concisely: a short story about the company, offered goods, services, work or mutually beneficial cooperation.

Main body of the document

How to motivate a client to take action

Pressure should not be used to force agreement to cooperate. This approach will only alienate the recipient of the letter, and hope for cooperation will be lost forever. It is much more effective to make a tempting offer by providing some kind of incentive or reward. For example, a discount for timely response.

Contact details

You should write not only the phone number, but also the email address so that the client has the physical opportunity to respond to the offer of cooperation.

Thank the recipient of the email in advance for taking the time to read it. Although, if we are talking about a personal business proposal, gratitude is usually accepted by default.

Learn from mistakes

To create the perfect business proposal, you should always listen to the advice of professionals. But there is another old proven method - learning from the mistakes of others. In practice, various errors occur; we list some of them.

Complicated syntactic forms

To formulate a CP, it is not necessary to construct very correct phrases with a complete meaning. Short sentences with unspoken thoughts and interjections have a more effective effect on a person. The presentation should have a living language, not dry conclusions.

Excessive brevity

The opinion that an extremely short text, limited to one page, is needed can be called a stereotype. And this is far from what can give the desired result. When writing a commercial proposal letter, it is best to forget about length guidelines, especially when there is something interesting to talk about. You can find many examples of such letters and see how meaningful and captivating they are.

Duplication

Usually the same mistakes are repeated when they talk about a similar product or service using exactly the same phrases as a competitor does. It is necessary not only to describe and praise your product, but to prove that in this particular company it is the best and irreplaceable. Here it is appropriate to show eloquence in order to draw attention to the exclusivity of the product. What follows is a disclosure of the essence - why it will be more profitable to cooperate with this company.

List of advantages

Simply talking about the merits of a company's products will lead nowhere. Any praise requires evidence: why this particular product is the best and most profitable. To do this, they make excellent use of reviews from those who have used this service or product, and these should be either well-known personalities (movie, sports, pop stars) or well-known representatives of companies with a positive image.

No less effective will be an interesting story that happened to a client who became a user of a specific product or service. At the end of the story, be sure to tell about the results of its use, preferably in numbers. If you mean cooperation, then indicate how much profit the partner received.

Everyone is the same

The biggest mistake can be the wrong approach to sending the same offer to several clients without focusing on individuality. Such a proposal loses weight and, as a rule, remains unrealized. A client who can become a potential partner should feel that this offer is addressed specifically to him, this will to some extent flatter him and force him to respond.

Photo gallery: examples of successful commercial proposals

A commercial proposal with the correct breakdown into subheadings A commercial proposal with a successful document structure A commercial proposal with a concise statement of the benefits of the service A commercial proposal with a description of the advantages of cooperation

Commercial letter to a foreign partner

When writing a commercial offer letter to a foreign client, you should adhere to a standard structure and format. The CP should begin with an appeal, a catchy, captivating headline. This is followed by a clear statement of the essence of the proposal, its benefits and ends with conclusions and contact information. If there is no manager on staff who speaks English, such services can be provided by a translator or copywriter with knowledge of English.

Sample commercial proposal in English

The need for a cover letter

The cover letter contains the principles of cooperation in a concise form. Accompaniment is used to reduce the scope of the main sentence.

The accompaniment is compiled at the request of the sender, but there must be a clear structure and compliance with the requirements of the basics of office work.

First of all, you need to address the recipient and greet him. If it is sent after a previous telephone call, it is advisable to contact with your first and middle name.

Example of a request

“Hello, dear Stepan Vasilyevich!”

or “Good afternoon, the company welcomes you...”

“Domosed LLC offers you the widest range of kitchen accessories at manufacturer’s prices.”

Report the attached documents:

“We invite you to familiarize yourself with the attractive discount offer.”

Encourage decision making:

“Do you want to cooperate with us? Contact us at..."

Sample accompaniment

Hello, dear Maria Semyonovna!

My name is Dmitry Pavlovich. I am the chief manager of the procurement and sales department of Mobile LLC, we spoke with you on the phone on Wednesday at 11.40. At your request, we will send information about the payment system.

The Mobile company has a wide range of vehicles for various purposes (cars, passengers, cargo) and a flexible payment system at affordable prices:

1. Cash and non-cash payment methods.
2. To be paid within 12 months with a down payment of 10% of the cost.

Our offer is complemented by an invitation to an exhibition and sale of our products, where discounts that are beneficial to you are offered. The event starts at 12.00 on 08/12/2016. Our address: Moscow, st. Timiryazeva, 45.

For any questions, please call: (325) 503–23–45.

Sincerely, Chief Manager of the Supply and Sales Department of Mobile LLC.

Submitting an offer

The commercial proposal can be delivered in person or by regular mail. However, these traditional forms of communication are considered somewhat outdated. The most modern and efficient method of sending is, of course, email.

Despite all its popularity, not everyone knows about the intricacies of the process of sending an email. Firstly, it is important to use the PDF format, it is more universal and well adapted to different versions. Secondly, it is necessary to take into account that such an offer is sent exclusively from the person with whom preliminary agreements were made.

The subject line of the letter is also equally important; under no circumstances should you send it “without a subject line.” It should sound something like this: “Proposal for cooperation in the supply of sporting goods.”

So, you need to follow the following sequence:

1. fill in your email address;
2. attach the main document in PDF format;
3. formulate the subject of the letter;
4. write a small accompanying text in the body of the letter.

The reply is in process

Novice managers often hesitate whether to call the counterparty back after sending an offer. Experienced professionals will always take matters into their own hands. Immediately after sending, it is advisable to call and ask whether the letter has arrived, and after what time you can inquire about the partner’s decision. The situation itself will dictate further behavior. The main thing is not to be annoying, not to bother and not to impose. However, do not forget about the goal and still try to convince the client to become a partner.

Currently, only the lazy will not be able to cope with the task of drawing up a commercial proposal. However, achieving the signing of a cooperation contract is already a matter of professionalism: the ability to negotiate, have a culture of speech and business writing skills.

Selling effortlessly is difficult, but it is possible. To do this you need to know your Client / partner and make a profitable for him commercial offer at the right time. You will find examples of such proposals 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 successfully used even by chimpanzees when there are enough bananas for training and further work.

Even those managers who do not know how to sell make money with a selling CP

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

Who should I send the CP to?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the recipient calls immediately?

Below you will find examples of commercial proposals.:

• 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 database and write a selling commercial proposal, you need to know everything about the Client, the product / service and the situation on the market as a whole or the region. I'll show you how this works in one of my examples. For now, theory.

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

• a complete understanding of the target audience: what kind of person he is, what his head hurts about. The narrower the segment, the better, for example: “vegetarian restaurant managers”;
• proposals for the target audience that will increase income, self-esteem, solve a business problem or simplify work - will bring real benefits.

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

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

We are interested in a narrow segment of the target audience, to whom we will offer specific benefits, 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 can successfully cover in your commercial proposal.

Potential client base

The customer base CANNOT be purchased, collect blind company registrations on websites and directories, especially when it comes to companies. Because you won't get to know your potential customers.

On websites and in catalogs, the general address is indicated, which is viewed by the manager. In most cases, the manager doesn’t care how much the company earns and he has clear instructions regarding commercial offers - add them to SPAM and delete them!

The benefits are of interest to owners, individual entrepreneurs and hired managers. We only need decision makers (DMs).

Work with sites where there are management contacts or an email address “for commercial offers”

Correct options for collecting email database for commercial offer:

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

3 tactics for working with the database

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

1. We call the decision maker before sending a cold commercial proposal. 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. Agree on sending the CP.
2. We call the decision maker after sending a cold commercial proposal if there is no response within 1 - 2 business days. We say something like: “Sergey, hello! On Monday we sent you a CP, but YOU never responded..." Task: find out whether the person received the CP; if so, then write down what we didn’t like. We are trying to close a person on a deal.
3. We send the command post using the collected base and play Hachiko.

Use only options 1 and 2 when testing the CP. Because this is the only way you will receive feedback and be able to adjust the proposal. This is extremely important when you have not communicated with potential clients before writing the proposal. Sometimes it turns out that benefits and conditions are not of interest to any decision maker. We’ll have to go back to working with the target audience and the offer.

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 doesn’t care who you are or what company you’re from. And worse, he DOESN'T like you. Because you want to sell something. Your CP is a personal insult.

Anger will be replaced by mercy if the commercial proposal 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 (you 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 his financial position or the company’s position will change when he orders a service or buys a product.
• Evidence that it's one hell of a deal.. If you miss this chance now, then you could end up in trouble later. Give convincing examples that this really works.
• Phone, mail or another method of communication convenient for the Client.

Put all these meanings into a supertitle, title, subtitle, illustration (caption) and an offer, broken down into clear messages. When the recipient sees his benefit, then he begins to read. The trap will slam shut.

Information that the client wants to see - (PM). They close objections, answer the Client’s questions in such a way that they capture the imagination, force them to 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 commercial proposal - the “PI” screen

I use this structure 6 out of 10 times. It’s simple, it works, and the cost of a commercial proposal of 1–2 sheets is comfortable for individual entrepreneurs and small businesses.

Top (1 screen):

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

Of course, a lot 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 KP stereotype - a sheet of text where nothing can be understood in 10 - 15 seconds of reading.

First screen of the offer

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 we talk about;
• why did you write to him (clear context);
• what are its benefits;
• why the service/product is needed.

Ideal condition if you know the name, position of the recipient, the company to which you are sending the CP. Then, together with the title, we write a personalized message: “Vasily Pavlovich, hello! It’s beneficial for the construction business and it works” or a phrase that motivates a friend to read. You can tell what you do.

Structure is needed, but selling information is more important

If the advertising tool is used in printed form, then we have half an A4 page left before moving on to the next page. You need to have time: to 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...”;
• call to call, write or follow the link.

Send your commercial offer by EMAIL using HTML format. In this format, you can send landing pages by email that do not have transitions between pages. The conversion is higher, but this format is inconvenient to print out a document to show to colleagues/management.

Structure of the CP (persuasion screen)

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

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

Sell ​​NOT with words, but with meaning.

What to use to persuade:

• 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 arise when reading the top 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 supply restriction.

Second offer screen

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

For a “cold” Client– this is 1 or 2 contact. The person doesn’t know anything about you or the offer yet. Close a potential client for a call, consultation, provide a link to a sales 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 selling material that provides answers to questions and motivates purchases. Submit a commercial proposal with a full set of selling points. This will at least make the task of further sales easier, 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 does not matter! What is more important is the quantity and quality of information that a potential Client needs to receive in order to make a decision on cooperation or action. More information is good, but only when it helps make decisions, answers questions, and does NOT create new ones.

You or you? If you know the name of the recipient and are addressing him, then you should write it correctly. However, no one forbids you to always write You (the illusion of 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 it, we’ll at least write swear words. There have been no studies on the effectiveness of You, You.

We got to the examples!

Examples of a commercial proposal for the supply of goods + 4 ideas for commercial proposals

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. There is no point in changing the supplier when everything is satisfactory. The problem is solved by the specifics of business in Russian, the market situation, a cool bonus and innovation.

1. Business in Russian, this is when there is a supplier, but he makes the entire management nervous. Because he behaves like a monopolist: he misses deadlines, raw materials or goods are in poor condition, and when it comes to resolving issues, negotiations drag on for months. A commercial offer with the best conditions is the most common way to add salt to the wound and sell painkillers.
2. Market situation. When a Turkish missile shot down a Russian plane, many goods came under sanctions. Russian companies have a chance to get rich. It was a golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 other prohibited products for import. Such moments need to be caught and the command post prepared for them.
3. Cool bonus. Copywriter Claude Hopkins was not selling a product, but a bonus. He sold advertising for the Client's pies, and only then the mixtures for the production of Cotosuet pies (raw materials). And it all worked in tandem. When you tell a manufacturer in Russia to help your partners sell goods by providing them with advertising information, people don’t really understand WHY. They say: “we are manufacturers...”. A curtain.
4. Innovation. Even when a product has a slight advantage or an interesting manufacturing feature, this should be talked about in all advertising materials and, of course, in the commercial package. Have you seen the new Skoda Octavia 2017? They slightly changed the headlights and radiator grille and sell the car as a unique product. Take the example of automakers - focus on innovation.

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

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

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

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

Look at a few examples of business proposals from your niche to see how direct and indirect competitors sell. This way you will receive selling information and find out. Make the best offer!

Do CPs work? They are working. Here are examples of commercial proposals with confirmed payback:

Sample commercial proposal for the provision of services

Services are easier to sell. Because information is easier to find on the Internet. When you know exactly what the service is needed for and who the target audience is. The difficulty is in the advertising offer. After all, the service sector is developing rapidly and there are a lot of competitors.

The product can be tested by purchasing a small batch or seeing test results if it is equipment. The value of a service is determined by its effectiveness. For example, let’s take the creation of a commercial proposal.

The effectiveness of the commercial offer difficult to measure. It depends on the amount of information collected, the copywriter’s ability to present it, the skills of the designer, and the managers who send out the proposal and process applications. A good email database will bring more clients than a bad one.

How to sell a service:

• Show what will change after the service is provided. 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 (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 guarantees. If KP does not bring clients after testing, which we will conduct together, then I will work until the start of sales and profits that will cover the cost of my services (extended warranties work worse with goods);
• Mini-cases that you can check. When creating commercial offers, I take into account not only the product/service, advertising offer, target audience, but also the market situation. In 2014, I sold 300 tons of strawberries with one A4 sheet (without graphics). Here is a link to my case;
• Bold advertising proposal. Let's do this, if my code does not seem to work, which turns out to be during testing, then I will return the money not only for the text and graphic design, but I will also make version 2 of the software for free. Deal?

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

Examples of commercial proposals for the provision of services

Selling services is easier, but you need to give as much selling information as possible.

1. Ask questions about a ready-made commercial proposal. We wrote a CP and are pleased with ourselves. Do not hurry. Let the material sit for 1 - 2 days, and then look at it with fresh eyes, putting yourself in the shoes of a potential client. Remember that you hate the person who sent the CP.
2. Test and then send out mass mailings. Even if 100,500 selling points have been collected, and the target audience has been worked out for a long time, do not send CP throughout the entire database. Never! Take a sample and submit 1/5. This way you will predict the result.
3. Play NOT with words, but with benefits. This hurts the copyAuthors. Fascinating words, bright expressions and juicy statements are bullshit. Somewhere, somewhere, but in the CP you need specifics, facts, selling points and subtle persuasion, and not a demonstration of the rainbow and the singing of a nightingale.
4. Master the delivery algorithm. An advertising tool is just a tool. They need to be able to use it. If the commercial proposal does not go to the decision maker, but to the manager who liked the cats while working, then he will continue to like the cats and delete your proposal. There are exceptions, but Russian office reality is harsh.
5. Present your commercial proposal graphically. Firstly, it will attract the recipient's attention. Secondly, a smart designer will correctly break up the text, so if there is a problem with the structure, then this problem will be corrected. Thirdly, graphic illustrations can be used to set accents.

There is no secret secret. To create a commercial proposal, 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 differentiate yourself from your competitors, get fresh ideas and support through to sales. I will develop the text of a commercial proposal for you and design it graphically. In just 5 days you will have a powerful advertising tool,