Commercial proposal for the provision of repair services. Sample commercial proposal for services

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 training and further work enough bananas.

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 precisely 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: “heads of vegetarian restaurants”;
• 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 about them 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 to SPAM and delete!

Owners are interested in benefits 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 to the collected base and play Hachiko.

Use only options 1 and 2 when testing the CP. Because that's the only way you'll get feedback and you can adjust the offer. 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 than that, he does NOT 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 should know exactly how his financial position or the position of the company 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! This is beneficial for construction business and it works” or a phrase motivating 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 with 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.

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 potential client for a call, consultation, give a link to the selling page, website or video where there is more information.

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

For a “warm” Client– this is 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 products 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 poor quality, and when it comes to resolving issues, negotiations drag on for months. Commercial offer With better conditions- This 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. U Russian companies there was a chance to get rich. It was Golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 more prohibited products for import. Such moments need to be caught and 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 the product has a slight advantage or interesting feature production, then this should be talked about in all advertising materials and, of course, in the CP. 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):

This is a really great 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, the advertising offer, target audience, but also the situation on the market. 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. Advertising tool- it's 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, fresh ideas and support until 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,

Daily comprehensive cleaning of apartments

or fast Express cleaning Houses - great way Constantly keep the room clean and fresh for little money.

Regular cleaning on a contract basis based on the principle of outsourcing is a truly modern and effective solution that will help you save your time and money.

The employees of our cleaning company KlinCom have a high level of training, are responsive and attentive.

Cleaning windows and stained glass - labor-intensive work that requires care, diligence and patience.
To quickly and efficiently clean a display case, you need special detergents and professional skills in their application.

Our employees have undergone special training and can carry out both regular washing of windows and stained glass, as well as high-altitude glazing using special Elephant equipment, as well as washing of glazing and facades using industrial climbing equipment.

We only use modern technologies and equipment, as well as professional detergents, which is the basis High Quality our cleaning services.
Modern technologies and equipment, professional detergents, as well as the skill of our specialists guarantee crystal cleanliness of your windows and display cases, glazing, frames and fittings.

Dry cleaning of carpets, rugs, soft toys
Carpet dry cleaning:
The highest quality, cleanliness and environmental friendliness are ensured by deep wet dry cleaning of the carpet:
Stage 1: Vacuum cleaning of the carpet with a professional vacuum cleaner. During the process of vacuum carpet cleaning, dry particles of dirt and dust are removed from the surface of the carpet;

Stage 2: preliminary testing of the carpet surface.
This step involves inspecting the carpet surface to determine suitable cleaning chemicals. Checking, in an inconspicuous area, the reaction of the carpet to the effects of a chemical cleaner;

Stage 3: treating the carpet surface with a chemical cleaner.
A chemical cleaning solution is applied to the surface of the carpet using a special rotary machine (mechanical brush), which effectively allows the chemical solution to penetrate deep into the carpet; during the operation of the brush, foam is created, which pushes out and dissolves dirt particles on the surface of the carpet, which ensures deep cleaning of the carpet;

Stage 4: removing dirt and chemical cleaners from the carpet surface. The carpet surface is washed with water and dirt, chemical cleaning agents and water are sucked out using an extractor machine.

Carpet drying time is 8-12 hours, depending on temperature, humidity, air flow in the room.

Delicate cleaning of blinds:
Dry cleaning of blinds can irreversibly damage the material if technological process cleaning was disrupted. Therefore, to ensure the safety of our customers, we ensure that there is no damage to their appearance and shape, i.e. There is no deformation of the product when cleaning it.

By using the qualified services of our cleaning company, you will extend the life of your curtains and blinds and maintain their original appearance. We recommend that you clean your blinds no more frequently 2 times per year, otherwise the fabric may be damaged.

We use only modern technologies and equipment, as well as professional detergents, which is the basis for the high quality of our cleaning services.

Treatment of hard floors (Cleaning of hard floors)

Hard floors are:

Stone floors: marble, granite and others;
Vinyl coverings: linoleum, parquet, tiles, cork coatings and others.

Treatment of hard floors can be divided into two types:
1 . cleaning floors.
2. special processing.

Let's look at each type of floor cleaning separately in order.

1. Cleaning floors is a rather labor-intensive process of removing strong, difficult-to-remove stains using special machines and chemicals.

The cleaning company "KlinCom" easily cleans any surfaces from dirt, grease, machine oil, paint, cement, etc. It's also possible polishing those surfaces that allow this to be done. Polishing here means rubbing shiny surfaces - polished marble, granite, glazed tiles until they are completely shiny, that is, removing water stains that could remain after washing these surfaces, for example, like from a mirror.

2. Under special treatment of hard floors usually understand a set of measures to protect the floor surface from premature early wear of the floors. Protection is provided by special polymer coatings that protect the floor from the abrasive effects of dirt particles, such as salt, sand, provide an attractive appearance of the floor and allow the treated coating to be washed with ordinary water. Polymer coating applied in two or three layers after deep cleaning and degreasing. Since this protective layer absorbs all the impact on the floor, it requires proper care, for example, washing with special compounds and periodic restoration.
If you decide to use natural stone, then you need to be especially careful with marble. Marble is especially susceptible to aggressive environments: dirt, water, salts, sand and acids. And its protection is a necessity. There is a method to protect such floors - crystallization or glass transition, which consists of changing the surface of marble and other calcium-containing materials using chemical-mechanical interaction.

spring-cleaning

General cleaning is carried out once and allows you to put your room or building in order with dirt of almost any complexity, including cleaning after renovation, emergency leak or fire.
spring-cleaning carried out by a team of 1-20 employees (depending on the scope of work: apartment, shopping mall, hotel, shop) under the leadership of a manager.
When performing general cleaning of a room, only professional equipment and chemicals are used to remove dirt from the surface, easily clean old stains of various origins, restore the surface and apply a protective coating.

The work performed during general cleaning is individual in each case, but there is a general scheme that determines the cleaning procedure -

Cleaning after banquets, weddings and corporate events.

Each of you remembers perfectly those moments when you spent joyfully and cheerfully corporate events, banquets at the company office with all employees and invited guests. Yes, indeed, such an important and responsible event requires a significant investment of money and effort in cleaning up after everything that happens.

In order for your holiday to be held at the highest level, it is necessary to take into account every detail, including such an important thing as cleaning. Accidentally broken glasses, remnants of confetti or streamers can darken the overall impression of the entire celebration.
Naturally, you can try on your own to restore the overall picture of order and cleanliness that you had before the event. But one should not mistakenly assume that this process Everyone can do it, don’t overestimate your strength. The ideal way out of this situation would be to contact our cleaning company.

Territory cleaning

IN summer time Cleaning of areas includes care landscape design, cleaning leaves, planting flowers, vegetation, timely mowing lawns, pruning plantings, garbage collection.

Regular maintenance of the area for snow removal has been developed, which makes it easier to save time to resolve this issue during heavy snowfall.

In case of heavy snowstorms and snowfalls, cleaning is carried out around the clock, having previously agreed with the customer. If you decide to contact a cleaning company, you will receive a number of special benefits.
The employees of our "Cleaning company KlinCom" have a high level of training, are responsive to client requirements and attentive to their work.

First, you will be able to fully concentrate on your business, entrusting this care to professionals.

Second - Having specialized equipment, modern companies will carry out garbage collection, snow removal and cleaning of the territory efficiently and professionally.

Third, potential visitors to your home or office clients will always pay attention to quality cleaning.

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

In addition, if you offer services, you need to talk about the company’s employees, and if you offer goods, about the features of production. Finally, it is important that your proposal is easy and interesting to read.

You will learn:

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

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

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

Sample of a commercial proposal

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

Sample commercial proposals for downloading

An example of an ideal commercial proposal

Sample commercial proposal No. 2

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

Alexander Stroev,

General Director of IT For U, Moscow

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

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

Types and examples of commercial proposals

1. Basic commercial offers.

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

How to make a commercial proposal

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

Step #2. Not quantity, but quality. Try to keep your sentence length moderate—don’t try to include everything at once. It is better to provide a relatively small amount of text, choosing quality over quantity. You should pay attention to more relevant data, abandoning unnecessary offers that will only distract the reader. You should not distract the reader from the main thing - stimulating information that will motivate a person to conclude a deal or take another necessary action.

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

The offer must be based on the following basic postulates:

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

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

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

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

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

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

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

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

1. Typically, commercial offers based on a list price go straight to the trash bin. Therefore, it is necessary to think about stimulating the client to get acquainted with the proposed price list. For example, you can inform that there is a discount on all products in the price list that is attached to the letter.
2. A clear price should be indicated. Clients do not like the wording “from ... rubles.” If such a formulation cannot be abandoned, then it is necessary to at least clarify this “from” - in order to understand what a specific price depends on.
3. If a price scale is used depending on certain indicators (for example, container capacity, time parameters, etc.), this should also be deciphered.
4. If there are some conditional parameters (for example, the validity period of the price). They should not be indicated in small print - it is important for the client to understand the essence of the offer and pricing.
5. If possible, do not write the word “price list” itself. You can call it another word, try to highlight the recipient. He must understand that he was not sent a common price list for everyone, but an individual one, attractive specifically for him.
6. If you limit the validity period of the offered prices, you must indicate this in a visible place.
7. Please check before sending good quality printing, without gaps and streaks from the printer. Each letter, and especially the number, should be clearly visible.

Step #7. Gratitude after the first sale. Once you've made a sale with a quote, you shouldn't let the client go. The first step after the first cooperation is gratitude. Every person is pleased to see gratitude and hear “thank you.” After all, this confirms that they did something kind and good. We rarely meet grateful people. Thanks to your gratitude, at least surprise your client, because he did not have to read such letters.

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

8 Sales Killers

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

8 commercial offer amplifiers

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

Hello! Today we’ll talk about a commercial proposal and how to draw it up. I have been asked similar questions more than once, so the article is “on topic”. Let's start from the very beginning, about what a commercial proposal is, how to draw it up, and at the end I will give examples / samples of a commercial proposal. This article contains recommendations from 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 much as possible large quantity clients, is thinking about developing a commercial proposal. It is this that encourages a potential consumer to buy a company’s product or service. It is often confused with a product specification, which simply introduces the customer to a particular product without encouraging the customer to purchase.

Types of commercial offers

There are two types of commercial offers:

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

What functions does a commercial proposal perform?

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

• Attract attention.
• Interest.
• Push to buy.
• Create a desire to purchase a product.

Based on these tasks, a commercial proposal is developed. Typically, visuals such as the organization's logo are used at the very beginning.

If a commercial proposal is given to a potential client in printed form, then special attention is paid to the quality of the paper on which the proposal is printed. For greater impact on the client, you can apply special watermarks to the document. Laminated paper will make a pleasant impression on the consumer of the product.

Standard commercial proposal structure (template)

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

When drawing up a commercial proposal, you need to understand that each structural element performs its own separate functions. For example, the title is used to attract attention and motivate further study of the document. This part of the 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 sentence, as a rule, you need to confirm the consumer’s need for a purchase.

What a good commercial proposal should look like

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

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

Rules for drawing up a commercial proposal

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

Once the necessary information has been received, you need to structure it. For this purpose, a rough plan proposals, indicating the advantages of the companies, various promotions. The contents of this document may consist of the following sections:

• Clear definition of the problem.
• Options for its resolution.
• Arguments that prove the need to use the services of your organization.
• Description of various promotions and offers that increase the buyer's benefits.
• Call to action.

The title should mention the solution to a specific consumer problem. It is important to show him the final product, which your company’s products will help make.

You should not include information about the company’s achievements in your commercial proposal. It is necessary to avoid long stories about how it all began. A potential consumer is unlikely to be interested in this.

When writing a proposal, you should avoid technical aspects, do not use scientific terms. Information must be conveyed in a language that is simple and understandable to the buyer.

It is worth using clear and understandable arguments that will really help the client confirm his decision to buy the product.

You should not make your commercial offer too extensive. It should be short, crisp and clear. It is unlikely that a potential client will want to read multi-page documents, such an abundance of information may simply scare him away.

It is very important that the proposal is presented in a high-quality manner. It is worth using the services of a professional designer. Beautiful design can attract the attention of consumers.

As an argument you can use:

1. Reviews from other clients. This evidence 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 truly effective in a particular area.
2. Tell us about your success story. It is imperative to put at the center of the story own company or yourself. This should be a selling story that will really interest the buyer and encourage him to take some kind of active action.

It is worth understanding that a commercial proposal must be selling, and its author acts as a seller. It is very important to put yourself in the seller’s shoes in order to understand as accurately as possible what the buyer expects from the product or service. You need to use the right reasoning and build communication with the client. This is the only way a commercial proposal will truly produce a positive result.

How to increase the readability of a commercial proposal

You can increase the readability of your commercial proposal in the following ways:

• Break the information into paragraphs, do not make them canvases.
• Using subheadings.
• Use of various graphic elements, including illustrations and bulleted lists.
• Using a serif font in print.
• Using different text styles (using italics, bold or underlining to highlight the necessary information).

A few more rules (drafting example)

Title. It is this part of the commercial proposal 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 assessing how the words “new” and “free” will affect the buyer. In some cases, they can alienate the client.

You should 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 quotation marks. The title should not be succinct or informative.

Main text. In this part of the sales proposal, it is very important that the reader does not lose interest. It is best to fit the information into one small paragraph. And then pay attention to specific details. It is worth highlighting the advantages of the product, and be sure to address the reader as “you.” Writing long and complex sentences can be intimidating. It is not advisable 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, research, and perhaps include one of the consumer reviews. It is undesirable to use superlatives and comparisons. Specificity and clarity are the main conditions for drawing up a good commercial proposal.

Mistakes made when drafting

Unnatural praise of the client.

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

Using critical remarks towards the addressee.

There is absolutely no need to do this, even if the company’s goal is to help a potential consumer. This can cause extremely negative emotions in the client. It is best to use carrots and sticks - first highlight the advantages, and only then point out very minor shortcomings.

Oversupply general information about the client.

Intimidation of the client or so-called “horror stories”.

Under no circumstances should you scare the consumer or tell him that without your help something terrible could happen. No negativity or stereotypes. It is worth highlighting the advantages of using the product, casually comparing it with what we have now (use the words: more convenient, more profitable, more effective), giving only specific information.

Sending one proposal at once a large number persons.

Non-personalized information will cause less interest among potential buyers. The return on such offers will be minimal. There is no need to try to reach a large audience at once. It is better to highlight the sector that is most likely to produce excellent results. It is important to write a business proposal in such a way that the reader can feel that he is being spoken to in private. Can be used additional information, which will indicate that communication is being conducted specifically with this client. It is worth using information about previous communication, if of course there was one.

Misunderstanding of the concept of a “long” letter.

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

It’s not for nothing that people can often call very short films boring and drawn out, and call a 3-hour movie the most exciting, without mentioning its duration. The same is true with works of art, news, books, letters. The reader will not perceive 5 sheets of commercial proposal negatively if they are truly informative and catchy.

The first priority is to put the sentence in compliance with grammatical rules.

This attitude towards writing texts can develop from school, where the main factor was the grammatical component. 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 constructing the offer so that it resembles a real communication between the seller and the buyer. Here it will be quite acceptable to use fragments of sentences and phrases, sometimes even desirable.

Give the client a reason not to look into your business proposal.

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

It is unlikely that the client will be receptive to your commercial offer. It is imperative to back up the information with very specific evidence. It is worth bringing the clearest arguments. This approach can convince the reader to buy the product or cooperate.

Checking the commercial offer

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

• The so-called “quick scan” check. To do this, you just need to look at the document. It is important to understand which parts of the text stand out in such a way that you actually want to read them. These are headings, logos, text highlights, photographs. If the information used there could help compile complete picture about the essence of the commercial proposal, then everything was done correctly.
• Check for understanding. It is important to find among your friends and acquaintances a person who would fit the target audience of your proposal. If, after the first reading, he grasped all the main ideas of the document and saw the advantages of the presented product, then we can conclude that the proposal was drawn up correctly.
• Finger check. It’s worth trying to read the text without words about the product like “best”, “unique”. If the sentence is interesting to read and in this form, then everything was done correctly. It is very important that all laudatory speeches about your company are supported by accurate data, reviews, stories, and certificates.

Examples/samples of commercial proposal

There are a lot of examples and samples of commercial proposals that can be given. They are all good in their own way. I will show you some of the most successful ones, in my opinion, which were developed by Denis Kaplunov.

Commercial offer The essay is written with the goal of selling your services profitably to the buyer. It must be well-written and contain the necessary answers to future questions. Commercial offer The announcement should take up a minimum amount of text, as it may simply not be read to the end. For cold proposals, this is no more than an A4 page, and for a detailed proposal, the volume should not exceed 3 pages.

You can use ready-made template or try to write it yourself using the sample.

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There are offers:

• personalized;
• not personalized;

The difference is that in personalized ones they address the buyer by name and patronymic, indicating all the person’s regalia.

The most pleasant sound for a person is his name, so before sending out offers, do not forget to clarify the person’s full name and position. To do this, you can take the time to call his secretary at the office.

In what cases is it necessary to compile?

A start-up business simply needs to draw up. Namely proposals, because there should be several of them and different types. Some clients like pretentiousness and severity; such proposals can be sent to official enterprises and organizations.

Others are impressed by a more frivolous style that invites them to purchase services or goods right away. the main objective proposals - not just to force the client to read the entire text to the end, but also to interest and even buy the product.

So, in what cases is a commercial proposal drawn up:

1. The company is young and needs buyers.
2. Sales have fallen, we need to remind ourselves.
3. There is an opportunity to attract new clients.
4. The company has been on the market for a long time, young strong competitors have appeared.
5. The company has a new product or service that can be successfully sold on the market and generate high income.

All these conditions for creating a selling text, like others, must be thought through and weighed. You can create several types of offers, each of which will interest a different category of buyers.

What services can the company offer?

For example, construction company can offer services:

1. Construction of prefabricated houses, shops and other turnkey buildings.
2. Renovation of apartments and private houses with landscaping of the site, as well as offices, bases, and so on on the list. Naturally, you need to indicate your advantages: exclusive materials, special services, the presence of a designer, landscape designer, etc.
3. Creating projects houses, redevelopment of apartments or offices.
4. Improvement of nearby areas.

So, this is what the builders’ advertising offer will look like:

The construction company is pleased to offer its services for the renovation of company offices in the shortest possible time using inexpensive materials.

Update your style, refresh your walls and delight your customers.

We do it with high quality and conscientiously. Telephone***

Naturally, the commercial offer should be larger, but from the first words it should capture the buyer’s attention.

Errors during compilation:

1. The client did not understand what was offered to him.
2. The client has no benefit from contacting this company.
3. There is no development of events.

That is, we offer office renovation, benefits: the shortest possible time, inexpensive materials. Development of events, increasing the loyalty of future customers of the customer due to repairs. All 3 offers sell. This is a commercial offer.

Offer of transport services

As a suggestion transport services You can select options such as:

• loading and unloading of goods;
• packaging and labeling;
• transportation using logistics;
• freight forwarding;

So, let's write a commercial proposal:

The transport company will not only allow you to transport any cargo efficiently and quickly with or without a forwarder, but will also lay out the shortest route to deliver your goods on time. We save your time and money. For those who want to receive Additional services at the lowest price, we provide our coordinates. Email…

How to compose?

There are special rules for drawing up a commercial proposal, and they must be taken into account:

1. We write the title in capital letters.
2. In the first paragraph we write the benefit that the client should receive ( low prices, quality, shortest possible time and so on).
3. Next, we describe the essence of the proposal (repair, transportation of goods, packaging and repackaging of goods).
4. Next you can give brief information About company.
5. An appeal to a client to purchase a service or product (if you can’t write it yourself, ask a copywriter for help).
6. The validity period of this commercial offer stimulates purchasing power.
7. Contact details and date of dispatch.

You can add graphics high quality photos and other delights, but don’t overdo it, business people not a lady who buys cosmetics, but for her it can be brighter and more original.

How to compose online?

Depending on what your client is interested in, those services should be offered to him. To do this, you can conduct a short survey on the forum or in social network, and offer solutions to client problems.

We do not offer the client to simply buy a brick, we solve his problem of building a house out of brick. It’s the same with online commercial offers. They should be short, but succinct, so that the client becomes interested and clicks the buy button.

Most often, “Cold” offers are used on the Internet, they talk about the client’s benefits and his ability to solve the problem, but a “hot” offer is when you know the client personally and you know perfectly well his preferences and weaknesses that you can play on.

There is a special program that allows you to remember who the offers were sent to and when, as well as the customer response to them. This will help you understand which text was effective and what exactly interested the buyer. This systematization helps you avoid unnecessary mailings and not irritate your potential client with an endless stream of letters.

There is also a special service Quote Roller, which helps you compose text following special prompts.

Main mistakes when compiling:

1. Non-specific and vague commercial offer.
2. Description of your benefits instead of the client's benefits.
3. The text does not encourage the buyer to place an order.
4. There are no coordinates of the company, there are no advantages over others.
5. The text is impersonal.

An example of a good commercial proposal for services

We will help you bring goods from anywhere in the world. Just contact our company at a time convenient for you. These are hundreds of people who will work for you around the clock to ensure that you receive your goods on time.

Advantages of our offer:

1. We are dynamic and quickly solve any of your problems.
2. They are practical, which is why our company offers a full range of services, from packaging and loading of goods to paperwork and shipping.
3. We have modern views communications, which allows us to protect your cargo in transit.
4. We are stable, as we have been working for 10 years, as our regular customers will confirm.

We offer two ways:

1. Constant cooperation.
2. One-time transportation.

With the first one, you will receive maximum convenience, minimum worry about cargo and discounts as a regular customer.

With the second, you can evaluate our advantage over other companies in the service and become a permanent partner.

Our company is currently conducting unprecedented action“Just Compare Prices”, during which shipments will be sent at half the cost.

Our coordinates: Phone++++ Email++++

Call us and we will tell you more about our offer.