Commercial offer. Commercial proposal template in Word: how to properly present services Proposal for advertising example

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Therefore, forget about the “WE” style and start thinking about the reader from the first lines. There are no eulogies to loved ones and odes about “professional professionals”. Catchy headlines, well-reasoned arguments and tempting benefits - yes.

• Do not sell advertising space (in a directory, on a website, a stand, etc.) - it in itself is worth nothing. Sell ​​the opportunity to get new clients.

• Use suitable ones - for example crushing. Any visual calculations and figures are welcome.

• Please check. If you sell advertising in a magazine, tell us about the size of the ad and the circulation of the publication. Offering a place on a rotating stand? What will it look like? Post a photo.

• There are millions of advertising platforms, but only thousands provide real profit. Prove that you are one of these thousands. Provide facts and arguments so that the person understands: “Yes, this is a serious platform. It’s not a sin to spend a little, but then there will be dividends.”

• If it's cold Commercial offer according to advertising, do not inflate it to the size of a multi-volume book. Adhere to generally accepted standards - 1-2 sheets of A4 ( updated:). A detailed price list can be sent after the initial contact, and even more so copies of the contract with details. KP is just one of the first links in the sales chain. Its goal is to warm up the client for subsequent “processing” through personal contact (telephone, visit, etc.).

4 stumbling blocks

1. Not all advertising channels are equally useful. There are effective ways of advertising and not so, modern and archaic. It's one thing to be advertised in a leading publication based on your profile, quite another to be placed in a telephone directory.

2. Low audience reach. Some advertisers have 5,000 unique visitors per day on their website, while others have 100. Some stands are located in large shopping centers, others in supermarkets in residential areas. It's good if you're okay with this. But what if not?

3. Skepticism of Russian people regarding advertising. Many businessmen, in the old fashioned way, trust one advertising channel and do not want to take risks with others. What if it doesn't work? What if the money goes down the drain? You will have to make every effort to overcome the reader's doubts.

4. You cannot give any express guarantees. You can’t promise: “That’s it, today we post your ad - and tomorrow before noon you will receive 41 calls from interested clients.” There will be an effect from advertising, but when and what is another question.

Examples and samples of commercial proposals for advertising

About them in more detail:

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You can always write at least some commercial proposal for advertising. But will “at least some CP” work?

If you don’t want to take risks and waste time, order a commercial offer from me. We will hit you with benefits, isolate ourselves from competitors, and nip in the bud all possible customer objections. We sent it around the database and received responses. Beauty! Cost - from 2900 rubles. 4 guarantees. .

P.S. If you still decide to write it yourself, read these articles:

Selling effortlessly is difficult, but it is possible. To do this you need to know your Client / partner and make a profitable for him commercial offer at the right time. You will find examples of such proposals below.

If the company does not have sales virtuosos and masters of manipulation, then a commercial proposal (CP) will help you. This marketing and advertising tool is successfully used even by chimpanzees when there are enough bananas for training and further work.

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

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

Who should I send the CP to?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the recipient calls immediately?

Below you will find examples of commercial proposals.:

• for the supply of goods,
• provision of services,
• about cooperation.

You will learn what a CP should consist of, how to use thinking from the Client, what information to look for and how to use it.

VZHUH and you are at the most interesting place:

We determine the target audience, collect contacts, use 3 sending tactics

Words don't sell. Sells information. To collect a database and write a selling commercial proposal, you need to know everything about the Client, the product / service and the situation on the market as a whole or the region. I'll show you how this works in one of my examples. For now, theory.

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

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

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

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

We are interested in a narrow segment of the target audience, to whom we will offer specific benefits, often mutual. Communicate with representatives of the target audience by phone, through social networks, websites, forums - find out their real needs and problems. This will help you find pain points and objections that you can successfully cover in your commercial proposal.

Potential client base

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

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

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

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

Correct options for collecting email database for commercial offer:

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

3 tactics for working with the database

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

1. We call the decision maker before sending a cold commercial proposal. The task is not to sell a product or service, but to communicate with a person. Is he interested in this problem and topic? Listen to the answers and write them down. Agree on sending the CP.
2. We call the decision maker after sending a cold commercial proposal if there is no response within 1 - 2 business days. We say something like: “Sergey, hello! On Monday we sent you a CP, but YOU never responded..." Task: find out whether the person received the CP; if so, then write down what we didn’t like. We are trying to close a person on a deal.
3. We send the command post using the collected base and play Hachiko.

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

Writing a proposal takes 10% of the time, editing 20%, and collecting information 70%!

Commercial offer - selling composition

Imagine the Client as a busy person. He doesn't want to read anything. He doesn’t care who you are or what company you’re from. And worse, he DOESN'T like you. Because you want to sell something. Your CP is a personal insult.

Anger will be replaced by mercy if the commercial proposal contains:

• Letter subject, which motivates him to open, but does not resemble spam: “We called you yesterday...”, “Here is what you asked for...”.
• Offer beneficial for the Client. It may not be beneficial for you. This is normal at the 1st stage of sales.
• Mini-description of the company – 2, 3 sentences about what you do (can be omitted if the illustration explains it).
• Accurate answers to questions: “why write (you need a reason)”, “why me”, “what is my benefit and yours”, “what are the conditions”.
• A few lines about money. When a person receives a CP, he must know exactly how his financial position or the company’s position will change when he orders a service or buys a product.
• Evidence that it's one hell of a deal.. If you miss this chance now, then you could end up in trouble later. Give convincing examples that this really works.
• Phone, mail or another method of communication convenient for the Client.

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

Information that the client wants to see - (PM). They close objections, answer the Client’s questions in such a way that they capture the imagination, force them to read and think about the proposal.

Distracting a person from a lot of important things is 1 victory.

An example of the structure of a commercial proposal - the “PI” screen

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

Top (1 screen):

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

Of course, a lot depends on the service, product, business, conditions, quantity and quality of selling information (PI). But this structure is the most correct. Because it breaks the KP stereotype - a sheet of text where nothing can be understood in 10 - 15 seconds of reading.

First screen of the offer

On 1 screen, show the value of the offer. Give selling information that will interest the recipient for further reading. Make sure he understands:

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

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

Structure is needed, but selling information is more important

If the advertising tool is used in printed form, then we have half an A4 page left before moving on to the next page. You need to have time: to close the main objections, give conditions (price, how to order), communicate added value and make a call to action. There can be 2 calls:

• “turn the page to...” or “on the next page you will find out...”;
• call to call, write or follow the link.

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

Structure of the CP (persuasion screen)

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

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

Sell ​​NOT with words, but with meaning.

What to use to persuade:

• structure, where each subheading is something important for the recipient;
• examples of use and results (links to confirm your words);
• closing 2 – 3 objections that arise when reading the top part;
• more selling information about the product/service (characteristics, advantages, description, if it is a complex product);
• list of clients and partners;
• added value of the offer;
• extended guarantees (it is important to convince the person that they are not risking anything);
• reasonable supply restriction.

Second offer screen

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

For a “cold” Client– this is 1 or 2 contact. The person doesn’t know anything about you or the offer yet. Close a potential client for a call, consultation, provide a link to a sales page, website or video where there is more information.

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

For a “warm” Client– this is selling material that provides answers to questions and motivates purchases. Submit a commercial proposal with a full set of selling points. This will at least make the task of further sales easier, because there will be a reason to call back. And as a maximum, the Client himself will call to buy.

CP volume. The number of sheets does not matter! What is more important is the quantity and quality of information that a potential Client needs to receive in order to make a decision on cooperation or action. More information is good, but only when it helps make decisions, answers questions, and does NOT create new ones.

You or you? If you know the name of the recipient and are addressing him, then you should write it correctly. However, no one forbids you to always write You (the illusion of personal appeal), except for the rules of the Russian language, but they have a mediocre relation to the work of a copywriter. If only they bought it, we’ll at least write swear words. There have been no studies on the effectiveness of You, You.

We got to the examples!

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

Selling goods is more difficult than selling services. There is always a competitor company that sells the same thing. Work and logistics have already been established with it. There is no point in changing the supplier when everything is satisfactory. The problem is solved by the specifics of business in Russian, the market situation, a cool bonus and innovation.

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

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

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

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

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

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

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

Sample commercial proposal for the provision of services

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

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

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

How to sell a service:

• Show what will change after the service is provided. When you buy a commercial offer: it will become easier for managers to sell thanks to strong advertising material, you will have the results of a marketing audit (portrait of the target audience, objections, problems, what people pay attention to when making a decision), which will make all your advertising more effective and selling;
• Give extended guarantees. If KP does not bring clients after testing, which we will conduct together, then I will work until the start of sales and profits that will cover the cost of my services (extended warranties work worse with goods);
• Mini-cases that you can check. When creating commercial offers, I take into account not only the product/service, advertising offer, target audience, but also the market situation. In 2014, I sold 300 tons of strawberries with one A4 sheet (without graphics). Here is a link to my case;
• Bold advertising proposal. Let's do this, if my code does not seem to work, which turns out to be during testing, then I will return the money not only for the text and graphic design, but I will also make version 2 of the software for free. Deal?

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

Examples of commercial proposals for the provision of services

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

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

There is no secret secret. To create a commercial proposal, you need to understand what the target audience needs, make an offer that is beneficial for it and do not forget that the potential Client hates you. Because even directors like cats.

With me you can differentiate yourself from your competitors, get fresh ideas and support through to sales. I will develop the text of a commercial proposal for you and design it graphically. In just 5 days you will have a powerful advertising tool,

A commercial proposal, as an effective business tool, in conditions of high competition in the services market, has been very popular in recent years. Marketers, designers, copywriters, etc. are usually involved in its development. This pleasure costs a lot, but there is one clever way that will allow you to compile this document without much expense. It is enough to find a suitable sample of a commercial proposal and slightly rework it for yourself.

A commercial proposal is one of the main ways to start communication with a potential client. The success of selling a product or service largely depends on how well and professionally it is compiled.

Any commercial proposal consists of the following sections:

• Logo or emblem of a company that offers a product or service. The commercial proposal must be drawn up on company letterhead using the corporate style of the organization. This is an indicator of the level and seriousness of the business organization of the supplier company.
• Description of the product or service. In this section it is necessary to disclose what, in fact, is proposed to be purchased or what is proposed to be used.
• Advertising of services and terms of cooperation. Here you should indicate the advantages of the product or service, justify the reasons why the client is recommended to purchase the product or service, describe how they are better than their competitors.
• Company advantages. This section reveals the advantages of the company, describes its experience, implementation of successful projects, and so on.
• Contact information – after reading the commercial proposal, it should be clear to the potential client who to contact, what phone number or email address to contact.
• Signature of a company representative.

Commercial offers can be classified according to several criteria. So, depending on the quality of contact with a potential client, commercial offers can be "cold" or "hot". “Cold” offers, as a rule, do not have an addressee and their goal is to inform the target audience about the capabilities of the product. Such a proposal does not take into account the specifics of the potential client’s business and is typical.

A “hot” proposal is usually sent after a meeting with a representative of a potential client. It contains unique benefits and conditions that are relevant to a specific potential buyer. The purpose of this type of proposal is to move on to negotiations on the terms of cooperation and the conclusion of an agreement.

There are also such types of proposals as presentational(giving a general idea of ​​the company's products), promotional(invites you to participate in a marketing campaign), congratulatory, thank you(contain unique conditions in honor of a holiday or in gratitude for long-term cooperation), or The invitation(it contains an invitation to participate in an event).

When composing a proposal, it is necessary to clearly understand and highlight the problems that the target audience has. A commercial proposal can be considered successful or correctly composed if it succeeds in convincing the recipient that he needs the product or service being offered. For a business proposal to be successful, it is recommended that it meets certain requirements.

Firstly, it should not contain grammatical or spelling errors. It is useful to use professional text editors for writing. They automatically check your literacy and highlight words or parts of a sentence that are recommended to be changed. In addition, modern text editors have special templates that can be used to create a commercial proposal. Since the main objective of such a document is to attract attention, it is allowed to use various infographics, drawings, diagrams, diagrams and similar illustrative materials, which makes the proposal easier to perceive and increases the likelihood of its acceptance.

The color scheme that is used when drawing up the document also plays an important role. Firstly, the colors must correspond to the corporate style of the company, and, secondly, they should not be provocative or overly calm. You shouldn't make black and white documents either. They look outdated and will not attract the attention of the reader (except for those for whom content is more important than form, but these are increasingly rare). It should be remembered that nowadays every person receives a large flow of information every day, so it is very difficult to process it. It is for this reason that the necessary data is packaged in graphic materials.

The quality of the paper on which the commercial offer is printed is also of great importance. It should demonstrate the reliability of the company that manufactured and delivered it. A pleasant feeling in your hands will automatically add attractiveness to the proposal and increase the likelihood of reading it to the end.

The quotation must be delivered either by email or in person. Moreover, the second method is much preferable. Indeed, in the first case, there is a high probability that the letter will be deleted without being read as spam. And with personal delivery, there is a chance to personally talk with the recipient and convince him of the usefulness of the product or service.

Ready-made commercial proposal samples

Templates for commercial proposals for the provision of services

Commercial proposal templates for construction companies

Commercial proposal templates for selling goods

Business proposal templates in Word

Ready commercial proposal for cooperation

Examples of commercial proposals for selling goods

Samples of commercial proposals for the provision of services

How to create a commercial proposal correctly

Write a commercial proposal for the sale and supply of goods

When creating a commercial proposal for the sale and delivery of goods, it is necessary to reflect the following points:

1. Uniqueness - how the product differs from substitutes and competitors, what are its advantages, why it can satisfy any need better than others.

2. The ratio of price and quality is also an important point in the commercial offer of a product. The consumer, as a rule, chooses a product that allows him to achieve the maximum in this ratio. Therefore, when offering a product, it is recommended to indicate what additional quality bonuses the buyer will receive.

3. Efficiency of delivery. Goods are purchased when they are needed. The buyer wants to solve his problem with the product as quickly as possible, so he is not ready to wait for a long delivery.

4. Service. If the product is technically complex, it is imperative to indicate how the buyer should proceed in the event of a breakdown or need for maintenance. All other things being equal, the buyer will prefer the product that he can either easily service himself or have a service center next to him.

Commercial proposal for cooperation in business

When drawing up this type of commercial proposal, it is necessary to very clearly and, at the same time, unobtrusively talk about the advantages of cooperation, what benefits it will bring for the partner, and also describe the proposed conditions for conducting joint activities. This is quite a difficult job, since the proposal should not be written in the dry language of a business plan, but, at the same time, reflect all its main aspects. Creating such a commercial proposal is an art.

It is also necessary to remember that an offer of cooperation is made to a specific partner. Therefore, it is very important to know the needs of this partner and to reflect in the proposal the ways and mechanisms to satisfy them.

When creating this document, it is also necessary to understand the interests of the target audience. So, for companies that rarely use the services of a transport company, the most important factor when making a decision will be the availability of discounts or price.

Trade organizations are primarily interested in delivery times and cargo safety. Therefore, when drawing up a commercial proposal, representatives of this segment of the target audience must indicate why the company can offer minimum terms and the presence of security or escort along the way.

Budgetary structures purchase transport services through tenders. Therefore, the commercial proposal should clearly indicate the possibility of complying with all the conditions reflected in the tender documentation.

Make a commercial offer from a construction company

A potential consumer of a construction company's services is primarily interested in price. Therefore, in the commercial proposal it is recommended to describe in detail the possibilities of reducing it, and the reasons why this is possible (for example, due to the use of modern materials or unique technologies, and so on). Transparency in pricing is also important for the consumer, so it is recommended to include a table with cost justification at the end of the proposal or as an appendix to it.

Construction timing also plays a big role. It is advisable to indicate in the proposal how and by what means they can be reduced.

The reputation of a construction company is also taken into account by many customers when making decisions. It can be confirmed by articles from newspapers, letters of recommendation, various awards, and descriptions of already completed projects.

Features of the offer of accounting, legal and consulting services

The number of providers of such services is quite large, so competition in this market is very high.

In addition to price, you can attract consumers by the following factors:

• A high probability of a positive resolution of the client’s dispute in the courts (for example, demonstrating one’s success in similar cases);
• Saving client costs on full-time staff by transferring some functions to outsourcing;
• Full support of the client’s activities, solving all his problems in a certain area, so that he is engaged only in his core activities;
• Offering various bonuses that competitors do not offer (consulting on a number of issues is free).

You can formulate other advantages that will allow the client to effectively solve their problem, save money or earn more.

A document from such a company should demonstrate its professionalism. The commercial proposal from an advertising campaign must contain elements of original design, professional terminology, effective slogans and other similar elements. This allows a potential consumer to immediately assess the level and technology of the advertising agency. If it knows how to sell itself well, then it can effectively advertise the client’s product. Thus, the customer develops an element of trust in the company, which increases the likelihood that he will use its services.

Common mistakes when writing text for business proposals

The first mistake that many marketers make is oversaturating the offer with data. They sincerely believe that it is important for the client to know everything about the product in order to make an informed and rational decision. However, in practice this is far from the case. The behavior of a buyer or customer is rarely rational; rather, it is emotional. Therefore, it is not necessary to give a lot of information in the proposal; it is much more effective to create in the consumer the feeling that the product or service will help him satisfy his need. This feeling significantly increases the likelihood of a subsequent purchase.

The second common mistake is paying too much attention to a potential client. The proposal writers are full of compliments, describing all the client’s successes, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about solving his problem or problem, so he, of course, will be happy to read about his successes, but if he does not find an answer to his questions, then he is unlikely to contact such a company.

Also, many drafters mistakenly include the following information in the proposal:

• The history of the company describes how the company’s journey began, how it developed, and so on, but this is not at all interesting to a potential buyer of the product. This only takes up his time, which means it irritates him and worsens his perception of the proposal.
• The history of the manager, the reasons why he came to this business, that he is an expert in this or that activity, are indicated by his achievements and awards. This is also not interesting to the potential buyer and worsens the impression of the offer.
• Description of the production technology to convince that the product is really high quality and has the declared characteristics. But it must be borne in mind that the buyer is not an expert in the production of products. He needs to understand that the product or service has the required properties. For this, a quality certificate or a description of the product itself with characteristics is quite sufficient.
• Indication of irrelevant client needs. When drawing up a commercial proposal, it is important to clearly study the representatives of the target group and formulate the need that they want to satisfy with the help of a product or service. If there is no such information, there is a high probability that the commercial proposal will go into emptiness. The buyer will not find answers to his questions in it and will not purchase the product.

How to effectively end a business proposal

The last sentence in the document is very powerful. A potential buyer will most likely skim through the text, but will linger on the last paragraph or phrase. This is how the human mind works, and when drawing up a commercial proposal, this must be used.

Most often, a commercial proposal ends with the phrase “with respect.” This, of course, is a win-win option, but instead of this phrase, it is much more effective to use text offering the recipient of the document unique conditions for the sale of a product or service (for example, with a significant discount). This will interest the client much more than showing him respect. Moreover, a respectful attitude between partners is implied a priori.

A fairly common option for ending a commercial offer is a message that specific managers are always ready to answer the client’s questions, and their contact information is indicated. How to contact a specialist, of course, should be at the end of the commercial proposal, but it in no way encourages the potential client to take any action. So, a commercial proposal should end with a call to action.

The following motives can be identified that can induce the client to take the required actions:

• Information that the quantity of goods or services offered under the terms of this commercial offer is limited;
• Offering a bonus - a free sample, the opportunity to test a product or service, product availability, a discount on a current or next purchase;
• Description of the buyer’s personal interest (what he will receive as a result, what savings he will achieve, what need he will satisfy, and so on);
• Information about the attractiveness of a product or service (availability of a guarantee, special delivery conditions, quality service).

Within each type of commercial offer ending, you can formulate specific wording that will demonstrate its relevance and relevance to the buyer. Thus, glancing at the sentence at the end of the paragraph, he may carefully read the entire text and subsequently contact the company for a product or service.

Cover letter templates for a commercial proposal:

If the commercial proposal contains more than one page, or is accompanied by various additional materials (for example, cost calculation tables, price lists with the entire range of goods, a schedule of marketing events, conferences or exhibitions), then a covering letter must be sent with it. It contains in a very condensed form the main conditions and essence of the proposal.

First of all, the cover letter must contain a greeting from the addressee, preferably by name and patronymic (addressed address attracts much more attention than standard greeting formulas).

Next, you should introduce yourself and name your position in the company so that it is clear what issue is being addressed. In case of preliminary meetings, it is recommended to remind the recipient of the letter about this.

The main body of the letter should inform the potential client about the goods or services that the company offers, as well as the benefits that cooperation can bring. This must be done briefly so as not to repeat the commercial proposal, but at the same time, after reading the paragraph with the advantages, the potential consumer should still have questions and a desire to find answers to them in the commercial proposal itself. This will encourage him to read the document more carefully.

Next you should list the documents that are attached to the letter. Firstly, this is a document flow norm, and, secondly, it will allow the recipient to quickly figure out which documents to pay attention to first in order to make a decision.

At the end of the letter, you should thank its recipient for their attention and call for action (call the company, ask questions by email, and so on). The rules for completing cover letters are identical to the recommendations for the final phrase of a commercial proposal.

Thus, writing a commercial proposal is a completely technological process. If you follow all the recommendations, it will be successful and will lead to transactions. However, each writer must develop his own unique style and way of forming a sentence. This will greatly improve the efficiency of its work.

“Only a dry summary of how to draw up a commercial proposal (compredator, CP). We will look at the basic approaches and principles using illustrative examples. Also, just below, I will provide templates and samples of the structure and text of a commercial proposal with links so that you can download them and adapt them to your needs.” © Daniil Shardakov.

The purpose of this article is to teach you how to develop a CP that, first of all, will be read. And secondly, after reading it, they will respond and agree to the proposed deal.

What is a commercial offer

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

Types of commercial offers

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

1. Cold offer

“Cold” commercial proposals are sent to an unprepared client (“cold”). Essentially, it's spam. As practice shows, people don’t really like spam, but if it interests them, then... it becomes an exception to the rule. For this type of CP to work, you need a high-quality target list (list of recipients). The “cleaner” this list is, the higher the response. If the target list contains general addresses of the form info@company.ru, then the effectiveness of the representative is a priori reduced by 80-90%.

Let's take a spicy situation as an example. Let’s say the head of the sales department of company N has a plan “on fire”. A little less than two weeks away from the report, he's tearing his hair out, not knowing what to do, and receives an email with something like the title: "5 Ways to Meet Your Monthly Sales Plan in a Week." Tada-a-am! This is the salvation of the situation! And the person reads the main text, in which the service we offer is hidden among the methods.

But this is only a special case. The main task of a “cold” commercial proposal is to force the recipient to read it to the end. Make a mistake and the letter ends up in the trash.

That's why when designing a cold gearbox, three main risks of ejection are taken into account:

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

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

The main advantage of a “cold” commercial proposal is its mass appeal, but practice shows that when the proposal is personalized, the response to it is much higher.

2. “Hot” commercial offer

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

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

3. Offer

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

Commercial proposal offer

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

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

Every day I come across commercial proposals, the authors of which step on the same rake again and again (don’t repeat it!):

• We offer you office furniture.
• We invite you to attend the seminar.
• We invite you to order website promotion from us.
• We offer you to wash your floors.

And so on... This is a gross mistake. Look around: competitors offer the same thing. But most importantly, there is no benefit for the recipient. Absolutely no way. What will he gain from this? What benefits will it receive?

• I suggest you save up to $5,000 on furnishing your office with luxurious European furniture.
• I suggest you increase your company's turnover by 20-70%, thanks to the information you receive at the seminar.
• I suggest you attract hundreds of new potential clients at a price of 1.5 rubles per person.
• I suggest you reduce the incidence of colds among your employees (and the number of sick days, respectively) through daily wet cleaning.

You get the idea. The main thing is to convey to the recipient the benefits that you offer him, and goods and services are a way to receive these benefits.

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

0. Footer

The footer most often includes a logo (so that the CP is identified with a specific company) and contact information with a mini-appeal. This is done to save time and space. As soon as a person looks at the top of the document, he already knows what is being discussed and how to contact you. Very comfortably. The size of the footer, as a rule, does not exceed 2 cm. After all, for a cold compressor in A4 format, every centimeter counts. Look at how I would put together a proposal for, say, my blog. In this case, I sell content in exchange for readers' time.

1. Title of the commercial proposal

Vital element. Especially for a “cold” gearbox. Its task is to attract attention and immediately hook it with benefits.

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

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

In my practice, headlines (not to be confused with the subject line of the cover letter!) work best using the 4U formula. In today's sample sales pitch, the headline is a combination of a headline and a subhead.

2. Lead (first paragraph)

The main task of a lead is to arouse interest in what you say. Otherwise, people simply will not listen to you. Well, or literally, then read your commercial proposal. The lead always talks about what is important to the client. To do this, four approaches are used:

1. From the problem (most often).
2. From the solution (if there is no problem as such).
3. From objections (if relevant).
4. From emotions (very rarely).

In my example, I used a “from the problem” approach, take a look. Below I will show a few more samples with other approaches.

3. Offer

I already talked about creating an offer a little higher. The offer should interest the recipient in the benefits so much that he continues reading your commercial offer. Practice shows that if the offer is not interesting to the reader, the commercial proposal goes straight to the trash can (the second wave of discarding).

For an offer, you can use either a general formula with benefits, or the so-called amplifier link:

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

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

4. Benefits for the client

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

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

5. Processing of objections

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

Blocks with social proof or authority triggers are often used as objection handlers. Finally, another powerful sales pitch persuasive technique is guarantees. In this case, guarantees can be both expected (12 months for office equipment) and unexpected (if something breaks down, the company makes repairs at its own expense, and provides a similar model of equipment for the duration of the repair).

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

6. Call to action

Another essential attribute of a good commercial proposal is an appeal. In this case, there should be only one call (calling for one specific action): most often it is a call, but it can also be an application on the website or a visit to the sales department. The maximum is an alternative: call or send an Email.

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

Compare:

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

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

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

7. Postscript

The final, and at the same time one of the most important elements of all “killer” commercial proposals, is the postscript (P.S.). When used correctly, 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. It is advisable to take it into service.

In addition, you can insert a restriction (deadline) into the postscript. Many people miss this point of the structure. And if, in the case of sending a “hot” commercial proposal, the manager can call and remind about himself, then in the case of a “cold” proposal, the absence of a restriction can deprive the company of more than half of the responses.

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

For example:

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

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

Ready-made commercial proposal sample

If we connect all the blocks, we will get this sample commercial proposal. It's universal. I adapted it for selling various goods and services: from logistics to rolled metal. In some places it worked better, in others worse. But everywhere it justified itself and paid for itself. The only thing is to remember to keep the target sheet clean.

Another strong point of this sample is that it is easy to scan. A person understands what we offer him in a matter of seconds.

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

How to write a commercial proposal (algorithm)

To correctly draw up a commercial proposal, you need:

1. Step 1: Use the sample from the link above as a basis.
2. Step 2: Replace the logo, call and contacts with your own.
3. Step 3: Design a header using the 4U formula.
4. Step 4: Describe the client's real "pain" in the first paragraph.
5. Step 5: Create an offer with a solution to the “pain”.
6. Step 6: Make a graphic divider.
7. Step 7: Describe the additional benefits of your proposal.
8. Step 8: Address key objections or briefly introduce yourself.
9. Step 9: Make a call to action, write P.S. with a deadline.

Other commercial proposal samples

Based on the above structure, you can also compose purely textual comps. Let's look at samples of commercial proposals for the supply of goods and transport services. Despite the fact that they do not have graphic separators, the order of the blocks in them is identical. Pay attention to the objection handler “If you already have a supplier.” This technique is called psychological adjustment and is described in detail in the book “The Laws of Influence” by Susan Weinschenk.

a) Sample commercial proposal for transport services

Download a sample commercial proposal (Google Docs, MS Word, PDF, RTF formats).

How to submit a commercial proposal (prototype and design)

There are also more complex examples of compreads, which consist of text and graphics. This is for situations when the CP needs to be beautifully designed. In such situations, a prototype is developed first. This is a technical task for the designer. When the design is ready, the design proposal is sent to the potential client. Look at an example of such a prototype commercial proposal for a transport company.

But a sample control panel is already in design (one of the possible concepts).

What to do when the compr is written

Let's assume that the commercial proposal has already been written. The question arises: what to do with it next, and how to send it. It’s good if the compressor is of the “hot” type. It can be saved as a PDF and immediately sent to the waiting client. But what about cold CPs? And here there are as many as four options.

1. Sending by regular mail(physical format). This can work great when your competitors are bombarding potential clients with their sales pitches via email. At the same time, try to make the letter look expensive: a snow-white envelope made of thick paper, a stamp. Ideally, the address will be written by hand.
2. Sending a commercial offer in the body of the email(HTML format). To do this, you will need the help of special programs or services for Email marketing. An additional advantage of this approach is that you see the number of open letters linked to each contact in the target list and time. Very comfortably.
3. Sending in the app with a covering letter. In the letter you introduce yourself and arouse interest. But without overloading with details. For additional information, a person opens a document in the application.
4. First the letter, then the committee representative (if there is a response). Unlike the previous option, you divide the sending into two stages. First, you check interest, and only when you have established contact, do you send a commercial offer.

Which of these approaches will work better cannot be said a priori. Need to test.

Typical mistakes when drawing up commercial proposals

There are a lot of forms, templates and samples of commercial proposals on the Internet. And most of them have one thing in common - they don’t work and no one reads them. Simply because they contain the same typical errors:

1. Ode to your company in the style of “Professional, customer-oriented, young, dynamic, ambitious, reliable and blah blah blah.” A client, in principle, is not interested in a company that does not interest him in a worthwhile offer.
2. Praises to the recipient in the style of hard licking “Your company has always been a model of quality and reliability, stability and prosperity...” It’s especially funny to read this in cold CPs. Flattery is good in moderation. When it overflows, the reader has a gag reflex, and the commercial proposal goes into the trash.
3. Cleverness. Another common mistake is when the beginning of the CP is overloaded with too much information, and in a format in which it is difficult to even pronounce it. Example: “Our company strives to stand out among the average market conditions and provides services of unprecedented high quality, taking an individual approach to each client through the prism of symbiotic interaction.”
4. All at once. Many companies consider it their duty to send in one letter a commercial proposal, a price list, a presentation, a card with details, a catalog and a lot of other electronic waste paper, which is more likely to irritate than help solve the problem.
5. Dirty target list. Purchased or old bases that have become stale and covered with dust 10 times. With this approach, it is easy to get caught by spam filters. In the worst case, postal services will impose sanctions on the company name (the name will become a stop word). Then even legitimate emails will often end up in spam.
6. Abstraction and water. The less specific you are, the more time the recipient needs to grasp the essence of your offer. And time is too valuable a resource to waste.
7. Cliche. Many companies believe that a commercial proposal is a formalized document. And they write like everyone else. That is, no way. Or they send the CP without segmentation to everyone. But meanwhile, the same product may have different target groups with different interests. This also needs to be taken into account.

And there are a lot of such errors in templates. Another common mistake is being boring. Many people believe that if a commercial proposal is to be read by the director of a company, then it should be written formally, dryly and boringly. Bullshit! First of all, because, as practice shows, there are already enough dry and boring texts in the correspondence of directors. And the director is also a person. In the end.

Notes for preparing a commercial proposal

In order to write a truly effective business proposal, you need to move away any templates so that they do not confuse you. First of all, because many of your competitors also write business proposals using the same templates.

A truly effective commercial proposal requires an individual approach!

Next, start writing the CP following the above structure and algorithm. Don’t forget that the offer is the “heart” of any commercial proposal. It should offer some kind of benefit from the goods or services you sell.

Don’t forget about persuasion techniques: reviews, guarantees, visual images, facts.

And, most importantly, remember about the call and the opportunity to respond to it.

I am sure that this information will help you write a truly selling commercial proposal!

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 many clients as possible 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)

• A title containing a 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 the 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 of this document will be. 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 proposal plan is drawn up, indicating the advantages of the companies and various promotions being carried out. 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 and 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. You definitely need to put your own company or yourself at the center of the story. 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.

Oversaturation of the offer with 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 offer to a large number of people at once.

Non-personalized information will cause less interest among potential buyers. The return on such offers will be minimal. 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. It is possible to use additional information that 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 an equally 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 several fairly simple ways to help you understand what impact an offer will have on the recipient.

• 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 create a holistic picture of the essence of the commercial proposal, then everything was done correctly.
• Check for understanding. It is important to find among your friends and acquaintances 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.