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

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

Regardless of the type of commercial proposal, the author must clearly understand the target audience to whom the text is aimed. Before drawing up a commercial proposal, it is recommended to determine the needs of your audience, what may interest them and attract their attention. Often the most common mistake is replacing real needs target audience, the author’s ideas about the needs of potential clients.

Once the needs of the target audience (TA) have been clarified, you can proceed to drawing up the text of the proposal. A commercial proposal must consistently perform 4 main functions of an advertising message:

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

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

The typical structure of a commercial proposal is as follows:

1. Header sentence and graphic illustration
2. Subtitle clarifying the subject of the sentence
3. Main text of the commercial proposal
4. Advertising slogan, slogan, appeal
5. Trademarks, sender details

Functions of structural elements

• The title and illustration should attract attention to the text and interest a potential client. This is the core of advertising and the strongest message to the buyer.
• Subheading is the link between the heading and the main text. If the client is not interested in the headline, then the subheading gives another chance to attract him to purchase.
• Body copy delivers on the promises of the headline and provides more detail.
• The final phrase - slogan, postscript - should motivate the client to make a purchase.

Heading

• According to statistics, 5 times more people read headlines.
• Advertisements with news are read 22% more often.
• The most powerful words in the title are “free” and “new.” But it is also important not to forget about the values ​​of the target audience; in some cases, freeness, on the contrary, will repel.
• The title should be direct and simple.
• Avoid using negatives in headings.
• Blind and overly general headings should be avoided.
• Use one font. The more fonts in the title, the fewer people reads it.
• If the headline contains a direct quote or is enclosed in quotation marks, it attracts an additional 30% of readers.
• Short headlines of one line, no more than 10 words, work better.

First paragraph

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

Main text

• Love your product.
• When addressing consumers, use the word “You”.
• “Beautiful writing is a great flaw” - Claude Hopkins. Use less exaggeration.
• The shorter the sentences, the better the text is read. But a sequence of equally short sentences is boring.
• When writing text, use spoken language. But use professional slang only in exceptional cases.
• Write the text in the present tense.
• Don't make long introductory parts - immediately state the essence.
• The price indicated in the offer has a significant impact on the purchase decision.
• It makes sense to include product reviews and research results in the text.
• Avoid analogies like: “exactly like this”, “in this way”, “in the same way”.
• Avoid superlatives, generalizations and exaggerations.
• Use clear words and well-known names.

How to increase the readability of long text?

• Large text is best divided into paragraphs.
• After 5-8 cm of text, enter the first subtitle. The subtitle highlighted in bold font will once again attract the reader's attention.
• Insert illustrations from time to time. Highlight paragraphs using arrows, asterisks, and notes in the margins.
• Capitalizing the first letter increases readability by 13%.
• A serif font is easier to read from a sheet of paper, while a sans serif font is easier to read from a monitor screen.
• Do not make the text monotonous; highlight key paragraphs in font or italics. Although underlining makes it difficult to read, use bold font instead.
• If you have many unrelated information points, simply number them.

P.S

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

In conclusion, it should be said that when sending by email, the commercial proposal should be sent in the most common electronic format, which is guaranteed to be opened by a potential client.

From this article you will learn how to correctly compose, write and correctly execute a commercial proposal. We will help you create truly beautiful and effective sales texts that will provide you with a stable increase in profits and sales. So let's begin!

What is a commercial offer

A commercial offer is a selling text, the main goal of which is to get the desired action from the client - call your company, write a letter, register on the site, etc.

Before drawing up a commercial proposal, you must determine:

Who is your client;

What are you offering him?

What should he do after reading it?

This article will focus more on the structure and execution of commercial proposals.

Types of commercial offers

First of all, it should be noted that there are two types of commercial proposals: a “Cold” commercial proposal (sent to a “cold” or unprepared client who is not expecting it from you), and a “Hot” commercial proposal (sent to a client with whom negotiations have already been conducted, and his needs were clarified).

Cold offer

It is important to remember that a cold proposal does not sell goods or services - it sells interest in them, so you should not try to include the maximum amount of information in the proposal. On the contrary, it is important to focus on one, but big advantage! Maximum size The commercial proposal must therefore not exceed the size of an A4 sheet.

A correctly drawn up commercial proposal must have a certain structure:

Heading

A strong headline is 80% of the success of your ad. It should attract attention and correspond to the request of a potential client. It should differentiate you from your competitors and offer benefits that are hard to refuse!

Here are some typical models for composing headings:

Title - Question

The question in the title subconsciously forces a person to answer it. And in order to answer a question, you need to comprehend it. Thus, the headline forces the reader to pay attention to the problem, and if it is relevant to him, then to the text of the commercial proposal.

The most popular titles are those that begin with the word “How.” The general stereotype suggests that behind the word “how” there is, by default, practical guide, which is very, very useful, which is why readers have special confidence in this word.

For example: “How to earn $10,000. in one day?

Title - Solving the problem (Question and answer)

In our opinion, the most effective option header.

For example: “Are creditors annoying you? We are filing personal bankruptcy!”

Heading - Indication of the target audience

The title can immediately indicate who your offer is for.
For example: “Are you an online business owner? Double your sales in 60 days. Training with a guarantee."

Title - Personal experience

People always have more trust in those who have already done something, rather than in those who simply talk about how to do something.
For example: “How I lost 20 kg.”

Title - Mystery, secret, intrigue

People simply love secrets and mysteries, especially if these secrets will allow them to gain certain advantages.

For example: “Did you know what kind of car Schumacher has?”

Heading - Numbers

The numbers in the headings act as a quantitative indicator of the material. In addition, numbers help organize the content and are a good evidence base.

For example: “5 easy ways to lose weight.”

Title: “The Horror Story”

Fear is a very strong motivating factor. But you need to use it wisely. Excessive intimidation of the client can also have reverse effect– your proposal will provoke a negative reaction! Guarantees work much better.

Heading - Guarantee

A guarantee, in essence, is a derivative of fear, only served with a different sauce. When a person feels protected, he becomes more loyal to the text he reads.

For a “cold” commercial proposal, we strongly do not recommend using “Commercial proposal” as the title, as the client will automatically send it to the trash bin.

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

After writing your headline, ask yourself three questions:

Do you want to know more after reading the title?

Do you like him?

You are not ashamed to publish a text with such a title.

Introductory paragraph

The main task of the introductory paragraph is to maintain interest and reveal the topic of the commercial proposal in more detail. The introductory paragraph should be a logical continuation of the title so that the commercial proposal looks solid and consistent.

The introductory paragraph can, like the heading, consist of questions or statements.

The title “How to quit smoking?”

Example of an introductory paragraph: “Have you always wanted to quit smoking, but don’t know how? Have you tried everything, but nothing helped? Congratulations! Finally you have found a solution!”

The following information is prohibited in the introductory paragraph:

• a story about your company;
• history of your company;
• a story about your products and services;
• your regalia, titles, awards;
• properties and characteristics of your products and services.

Offer (proposal)

The offer is the heart of your commercial offer, its essence. In it, you specifically tell the person what benefit you are offering him and at what cost.

Incorrect offer: “We offer to attend a seminar.”

Correct offer: “We offer to increase your sales by 50% by attending our seminar!”

The offer must consist of one, maximum two sentences.

It makes sense to highlight the offer with a typeface or color.

Advantages - benefits

After you've made a powerful offer, it's time to enhance it with additional benefits. In this block, you tell the client how you are going to fulfill what you promised him in the offer. Here you can describe the advantages of your product/service in terms of benefits for the client.

Remember! The properties of a product or service in themselves are of no interest to anyone - the only important thing is what the client will get from it!

The motive for the client can be both benefit (profit) from your product or service, and the absence of losses! Moreover, losing for a client is always worse than gaining!

Provide a transparent and understandable explanation of how your offer solves the client's problems or improves their life. Explain that the client does not spend money, but invests! There is no better investment than investing in yourself.

Always indicate benefits in numerical form. For example, not just “big earnings,” but “earnings 200 thousand rubles.”

Convert interest into rubles. For example, a 10% discount - 20,000 rubles!

Simplify all difficult-to-understand numbers using comparisons. For example, is a computer hard drive of 1000 MB a lot or a little? It would be much better to translate this figure into a more understandable plane for the client. For example, a hard drive for 10,000 photos or 50,000 songs or 100 movies.

A good technique is to compare the price of a product for each category of buyers with their standard of value. For example, for a student – ​​“a book for the price of a hamburger”, for a businessman – “a book for the cost of lunch”, etc.

Use facts, research, and calculations as evidence. In practice, numbers look much more convincing than words.

Tables or graphs are a great tool for proving growth dynamics.

Images are “better to see once than to hear a hundred times”! Depending on the specific specifics of your proposal, you can offer readers pictures, photographs or other images.

Guarantees – specific guarantees (possibly extended and non-standard) can qualitatively improve the commercial offer.

Reviews

You can complete the description of the advantages and benefits for the client with the help of reviews.

Can be used:

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 indicated the benefits received by the client from using your product/service.
2. Tell us about your own success story. This should be a selling story that will really interest the buyer and encourage him to take some kind of active action.
3. The list of clients is relevant if they include big names. The reader will assume that if you are trusted with such large companies, then we can do business with you!

Price

Many people miss this point of the structure. And in vain! The price must be indicated in your commercial proposal. By indicating prices, you show the client that you are as open as possible, and he knows what to expect when contacting your company.

When prices for a product or service are not included in your commercial offer, the client feels there is a catch in this and most likely will not contact you.

Bonuses

Bonuses are optional for the commercial offer, but with them it works much better.

Bonus rules:

The bonus complements the main product;

The bonus is useful, necessary and in demand by clients;

The bonus has certain value, including monetary;

Several bonuses are much better than one;

The bonus should not be more valuable than the product itself;

Restrictions (deadline)

Deadline (English) deadline) – limitation of the validity period of the entire offer or bonus.

The deadline can be temporary or quantitative. Temporary – when the offer is valid until a certain date or time. Always indicate clear deadlines, for example, not in “June”, but “from June 1 to June 10.”

Quantitative deadline – when the quantity of a product is limited, for example, by remaining stock in a warehouse or a product participating in a promotion.

If, in the case of sending a “hot” commercial proposal, the manager can call and remind you of himself, then in the case of a “cold” commercial proposal, the absence of a restriction kills more than half of sales.

Call to action

The best call to action is an imperative verb. For example: “Call”, “Click”, “Write”, “Buy”, “Place an order”, “Order the first batch right now and get a 25% discount”!

By the way, it makes sense to make a call to action not only in a commercial offer, but also on the website and on business card, and in your email signature.

Contacts

Don’t forget to include contact information: sender’s name and phone numbers, email, website, depending on what action the client needs to take.

P.S

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

Mistakes when drawing up commercial proposals

Below is a list of the most common mistakes when creating sales proposals that can negatively impact customer perception.

1. Tell a detailed story about your company instead of talking about specific benefits for the client. Information about your company is not particularly interesting to anyone. You can talk about the company in one or two sentences, but not in the Offer, Headline or Introductory paragraph. These sections are needed solely to resolve the client’s issue!
2. Unnatural praise of the client. As you know, everything needs moderation; you can praise the client, but outright flattery, coupled with cliched phrases, will only cause negativity and reluctance to contact your company.
3. Using critical remarks towards the addressee. Obviously, explicit criticism will not cause the client positive emotions and will not encourage referrals to your company. You can very carefully question the customer’s ease of use of a competitive product, but it’s still better to talk about the benefits of your product!
4. 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.
5. Cleverness. Another common mistake is when a commercial proposal is overloaded with an excess of information, and even in formulations that are incomprehensible to the reader, which, by the way, includes foreign words and very highly specialized terminology.

Commercial proposal design

The design of a commercial proposal is based on the main idea - competitive advantage. It is important that it is displayed visually, i.e. photograph or picture. Images in a business proposal are much more important than text. This is the case when it is better to see once than to hear a hundred times.

The power of photographs and images in text is as powerful as that of a headline.

The most effective:

• Photos "was/became"
• The stronger the contrast between "was" and "has become", the more attention the image attracts.
• Photos of the object of sale, services;
• Photos of the sales item or service in use;
• Photos of satisfied clients with the object in their hands;

In addition to pictures and photographs, you must use “Icons” - symbolic designations of objects or actions, for example, a handset icon before a phone number, or an envelope icon before a form for sending a message or contacts.

Also, in the design of the commercial proposal it is necessary to use corporate fonts, colors, graphics and logos.

Check your sentence structure

Title – Description of the client’s key problem or benefit from cooperation.

Introductory Paragraph – Expanding the client's key problem or benefit in more detail.

Offer - brief description solving a key client problem or describing a client's benefit.

The benefits of the product/service transformed into benefits for the client. Detailed description point by point how the advantage of a product or service solves a customer’s problem. The most important benefits come at the beginning. 3 main ones are better, maximum 6. Differences from competitors can be identified.

In 79% of cases, the client makes a purchase only after looking at 6 to 14 proposals - this data is provided by Denis Kaplunov, an expert in writing commercial proposals. We will tell you how to create an effective CP so that the client chooses you from among dozens of competitors. As a bonus, you will be able to download commercial proposal templates and also learn how to simplify their distribution using a CRM system.

What is a commercial offer?

A commercial offer is business letter customers with product advertising.

• Cold commercial offer used for mass mailing to new clients.
• Hot KP intended for those who have already been contacted by phone, email or in person.

Why do companies write CP?

• Present a new or updated product (in the second case, demonstrating improvements);
• Inform about promotions, sales, and individual offers. Distinctive feature such CP - restrictions on the validity period or quantity of the product;
• They thank you for your previous purchase, ask for feedback, and unobtrusively offer another product. The client is already familiar with the company’s work, and it is easier to push him to a new deal;
• They invite you to a presentation of a company or its product.

Commercial proposal: what should contain

Denis Kaplunov, copywriter and software development specialist in his book “An Effective Business Proposal” he identifies the main components of a proposal:

• Title;
• Offer;
• Selling price;
• Call to action.

Let's look at how to correctly compose a commercial proposal - section by section.

Letter header

Lead

Examples of how to write a lead CP:

1. Press on an important problem for the client - lack of clients, competition, lack of ideas for new products.

If you want to double the number of clients at your fitness club in 2 months, then this information is for you.

2. Draw a picture of a bright future when the client's problem is solved.

Imagine your hotel is packed to capacity all year round, and room reservations are booked months in advance.

3. Mention the key benefit of the offer or outstanding customer results.

With us, you can reduce the cost of maintaining accounting documentation by half in the first month.

4. Intrigue with the novelty of the product - this always attracts attention.

Especially for the New Year, we are offering a new product - our branded sweets in gift sets, and much cheaper than when purchased separately.

Offer

Offer (from English offer) is a specific proposal, the heart of the CP. It should contain a brief description of your product with key characteristics, as well as customer benefits. You need to explain to the client why he should buy from you, and not from competitors. This means you need to show what else you can offer besides the product:

• Discounts (seasonal, wholesale, holiday, cumulative, for pre-order or prepayment, etc.);
• Efficiency and availability of service and/or delivery;
• Convenient payment (installments, credit or deferred payment, combining cash and non-cash payments, settlement through payment systems);
• Several product versions with different prices.
• Present. Coupon for your next purchase, free equipment setup, kit Christmas decorations on New Year. Accompanying gifts work well: blinds when purchasing windows, a lock when ordering a door, etc.
• Product warranty and free maintenance.

Important nuance: If you want to make your commercial proposal as attractive as possible, do not lie to your clients and do not promise the impossible. Such tactics will only do harm in the long run.

An example of an offer in a commercial proposal of a transport company
Source: https://kaplunoff.com/files/_portfolio_works/work_140.pdf

Price

The most important thing is to indicate it. Otherwise, most potential clients will go to competitors, not wanting to waste time finding out the cost. Next, these numbers need to be justified. If the cost is significantly lower than that of competitors, this is already an excellent argument. If not, find something to stand out. These are all the same discounts and bonuses, product guarantee, speed and quality of service, gifts, exclusives.

Example

Our taxi services are 5% more expensive than competitors, but we have in every car child seat and pets can be transported.

For dear ones comprehensive services A detailed breakdown of the components of the package works great, as well as a detailed calculation that demonstrates great benefits for the client in the future. Another effective technique is splitting the price in terms of a short period of time.

Example

A month of using the cloud CRM system on the “Start” tariff costs 1,100 rubles for 5 users - that works out to 220 rubles per month for each. And if you immediately pay for access for six months, you get a 20% discount, that is, access for each employee will cost only 176 rubles per month - that’s only 6 rubles per day. Agree, it’s a ridiculous amount of money for a program that automates business processes, integrates with mail, telephony and SMS messaging services, generates analytics and helps manage a business.

Call to action

Here you need to indicate what exactly do you want from the client: order, call, write, follow a link, visit the office, provide contact information. To hurry a person up, write down a limit on the duration of the offer or the quantity of the product. Or you can save some benefit for last: promise an additional discount or free shipping when ordering right now.

How to make a commercial proposal for cooperation

How to write a proposal for cooperation? Similar to offering goods! If you want to offer your professional services, prepare a compelling commercial proposal.

The standard cooperation proposal template includes five blocks.

1. Letter header. To prevent your letter from getting lost in a dozen advertising offers, write your real name and indicate how you can be useful.
2. Lead. Tell the client what problem you can solve. Lead is not the place to list your credentials. The first person who interests the customer is himself.
3. Offer. Tell us about your experience and how exactly you can help the client. An excellent option is to provide cases so that the customer can evaluate the results.
4. Price. Don't hide your prices, talk about them directly. If you understand that you are asking more than other specialists, explain why this price is justified.
5. Call. Invite the client to contact you in a convenient way: give links to social media, phone number or email. Offer to save your contact even if the service is not yet required.

The best commercial offers: examples

We have selected for you samples of commercial proposals that are high-quality in both form and content. Download CP templates, study and adapt them to your products.

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

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

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

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

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

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

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

Types of commercial offers

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

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

Its main characteristics:

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

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

"Warm" CP

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

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

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

"Hot"

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

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

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

Features of the “hot” offer.

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

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

Commercial offer structure

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

The proposal includes the following sections:

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

Heading

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

One of the elements modern business is to introduce 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. handling objections – a good commercial proposal should anticipate possible customer concerns and respond to them 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 exclude a 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, 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. 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 plays a big role here, as it encourages the client to make a purchase quickly. 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, "Chinese green tea our company supplies 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 clients high-quality rolled metal products at affordable price, we provide free delivery to 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 for the supply of 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.

For most services great value has the professionalism of the performers, which must also be noted in the proposal. For example, “for those who have decided, we offer the help of an experienced lawyer who will collect all the necessary permitting documents and will provide legal support for business at all its stages.”

How to make a commercial proposal for construction - sample

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

In some cases, it makes sense to include photographs of completed objects in the proposal or talk in more detail about construction technology. For example: “We build structures from arched structures. This technology provides for the use 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 a partner, but on the condition that the partner will purchase all the necessary raw materials and consumables for work with 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.

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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 good offer successful business it is almost impossible to build. 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 both the usual paper offers and telephone conversations, therefore, a real entrepreneur must be able to make a commercial offer that is interesting to the client in any situation.