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 this 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 to 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 client;
• be drawn up in such a way that all doubts of the buyer will disappear.

Rules for drawing up a commercial proposal

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

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

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

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

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

When writing a proposal, you should avoid technical aspects 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's best to keep the information contained in one paragraph. small size. And then pay attention to specific details. It is worth highlighting the advantages of the product, and be sure to address the reader as “you.” Writing long and complex sentences can be intimidating. It is not advisable to use professional terms.

It is worth talking about the product in the present tense, indicating its price. It is necessary to provide the client with arguments - the results of surveys, research, and perhaps include one of the consumer reviews. It is undesirable to use superlatives and comparisons. Specificity and clarity are the main conditions for drawing up a good commercial proposal.

Mistakes made when drafting

Unnatural praise of the client.

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

Using critical remarks towards the addressee.

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

Oversupply general information about the client.

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

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

Sending one 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. Can be used additional information, which will indicate that communication is being conducted specifically with this client. It is worth using information about previous communication, if of course there was one.

Misunderstanding of the concept of a “long” letter.

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

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

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

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

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

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

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

Checking the commercial offer

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

• The so-called “quick scan” check. To do this, you just need to look at the document. It is important to understand which parts of the text stand out in such a way that you actually want to read them. These are headings, logos, text highlights, photographs. If the information used there could help 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.

Letter #1:

Transport company "Delopis.ru" We offer you the following types of services:
- Sending 3, 5, 20, 24, 40-ton containers from Moscow to any region of Russia;
- Door-to-door delivery;
- Freight forwarding at the point of departure and at the point of destination (responsible acceptance, recalculation of places, transportation);
- Insurance of all types of cargo;
- Monitoring the progress of cargo along the entire route in real time;
- Possibility of providing deferred payments, professional staff.

Maximum attention and respect to each client. Start working with us, saving time and money!

Sincerely,
Petr Petrov

Letter #2:

We carry out any volume of unloading and loading work, with professional teams for transporting pianos and grand pianos, antiques, safes and ATMs. Fast, high quality.

We carry out residential and country house moves. Equipped furniture vans, professional movers, we provide furniture assembly and disassembly services, packaging, we provide packaging material.

Fast, high quality.

Sincerely,
Petr Petrov

Letter #3:

"Delopis.ru" provides transport and forwarding services in the Russian Federation and the CIS. The company operates in the cargo transportation market in Russia with 2008 d. The company has the ability to offer the most optimal solutions for the delivery of goods and ensure the stability and quality of fulfillment of its obligations.

The main direction of our company is road freight transportation. During our existence, we have accumulated extensive experience in delivering various cargoes across Western and of Eastern Europe, delivery of goods to cities in the Northern and Southern directions. The company is constantly growing and developing, expanding the range of its capabilities, improving the quality of services provided and the geography of transportation.

To fulfill orders from our customers, we use our own refrigerated trucks.
vehicles with a volume from 82 to 96 m3, with a load capacity of up to 32 tons.

The company can provide the following services:
- delivery of your goods in cities
- organization of targeted delivery
- intercity transportation throughout the Russian Federation and the CIS
- transportation of perishable goods
- comprehensive solutions for the delivery of your goods
- at your request, the transported cargo can be insured
- at your request, security escort is possible
- all tariffs include VAT 18%, as well as carrier liability insurance

If you are interested in our capabilities, we are ready to process your technical task and calculate the cost of the services you need.

Sincerely,
Petr Petrov

Letter #4:

We offer a wide range of services for organizing sea transportation of oversized, dangerous goods, container transportation and freight forwarding services for export and import cargo. We offer services for organizing the delivery of cargo from China, Japan, Korea and other countries to any region of Russia through Nakhodka, Vostochny and Vladivostok. We have our own staff of declarants and process cargo according to transit declarations.

We are very interested in cooperation with your company and are ready to offer you competitive rates for the transportation of your goods.

Sincerely,
Petr Petrov

Letter #5:

We provide cargo transportation services throughout Russia. We also carry out collection from the regions. We assemble and ship cargo according to the order of a client from another city. We help resolve urgent and unusual situations related to the delivery of your shipments.

Sincerely,
Petr Petrov

Letter #6:
Ladies and gentlemen!

We invite you to use the services of our transport company. Road transportation of export and import cargo is carried out both using our own road transport base (VOLVO, MAN tilt cars - 20 tons), and with the involvement of a reliable network of regional carriers. This allows you to deliver almost any cargo by reasonable prices and with minimum period delivery.

Sincerely,
Petr Petrov

Letter #7:

We invite you to use the company's services "Delopis.ru". Company "Delopis.ru" provides services for the transportation and forwarding of goods in the Russian Federation:
1. Transportation of standard cargo from 2 tons to 20 tons.
2. Transportation of goods while maintaining temperature conditions (from -20 to +10 C)
3. Cargo insurance.
4. Cargo storage.

Advantages of working with us:
1. More than market experience 10 years. The company's specialists will advise you on the organization of transportation, help you choose the type of transport and choose the optimal route.
2. Reliable transportation - work only with proven and reliable companies, the forwarder’s liability is insured for 300000 rub.
3. Stable quality of services - timely and accurate delivery of goods, a complete set of documents for completed transportation.
4. Well-functioning system of interaction with Clients and Carriers. We are open to any cooperation based on mutual respect and trust.

WE WILL BE GLAD TO COOPERATE WITH YOU!

Sincerely,
Petr Petrov

Letter #8:

Do you urgently need to send a wholesale consignment of goods, cargo, luggage, parcel post or parcel from Moscow to Russia? Just contact us! One call will help you find the right solution and eliminate the need to work with several carriers.

We will organize the delivery of your cargo using a single simplified system from Domodedovo, Sheremetyevo, Vnukovo on flights of all airlines to any airport in Russia. We can pick up your cargo within Moscow and the region “from the door”.

We offer convenient payment terms at pre-known rates without any hidden costs. Air delivery to most cities is carried out in the shortest possible time from 7 to 72 hours. Departure tracking. Informing. To get more detailed information visit the website [address] or call [phone number].

Sincerely,
Petr Petrov

Letter #9:

We provide passenger transportation, cater for weddings and corporate parties, excursions, out-of-town and intercity travel, as well as meeting and seeing off at airports and railway stations.

The Mercedes Sprinter minibus (18 passenger seats) is equipped with:
- air conditioning;
- good music system;
- additional interior heater;
- microphone (speakerphone) for conducting excursions;
- soft folding seats;
- glazed with panoramic double-glazed windows.

Sincerely,
Petr Petrov

Letter #10:

Company "Delopis.ru" educated in 2008 year in Moscow. The company's activities are aimed at providing clients with a full range of moving services in Moscow and throughout Russia (loading and unloading, processing of goods according to special requirements customer, sorting, labeling and packaging of orders, as well as formation of routes, transportation, freight forwarding and provision of related services, placement and safekeeping).

The main advantage of our company is the ratio high level services provided at minimum prices. This is what allowed us to ensure the minimum cost of our work, and to our clients - prices that are often lower than the cost of work carried out by the customer himself.

Today, in order to provide uninterrupted transport, more than 20 cargo Vehicle various load capacities, more 100 employees.

Our company is developing dynamically and improving the level of transport and warehouse services provided. Our main value is personnel.

Our specialists:
- understand the reverent attitude of owners towards their property;
- we are sure that each order is unique;
- work 24 hours a day, 7 days a week;
- have undergone professional training and rigorous selection;
- have a narrow specialization (“furniture makers”, “packers”, “riggers”, “loaders”, “drivers”);
- work on a permanent basis;
- strictly adhere to the deadlines for fulfilling orders;
- dressed in uniform (workwear with the company logo).

Sincerely,
Petr Petrov

Letter #11:

We would like to offer you services for the transportation of your goods, components for your production and any other goods necessary for your business.

Our company has already 10 For years, it has been delivering cargo of any size to more than 1,500 cities in Russia. During this time, our company has become one of the leaders in the provision of transport and forwarding services.

Today the company has 10 terminals in 5 major cities Russia. We regularly open new directions and expand our coverage area. Our company has its own fleet of vehicles, consisting of 50 long-haul trucks with a carrying capacity of 20 tons and 70 light-duty trucks with a carrying capacity from 1.5 to 10 tons.

Services of our company:
- transportation of consolidated cargo throughout Russia, region, city (road, railway, air);
- cargo packaging;
- responsible storage;
- provision of direct cars (20 tons, 80 cubic meters);
- provision of hourly vehicle rental;
- cargo insurance;
- flexible system of discounts
And much more.

For any questions, please contact us using the contact information provided. We hope to see your company among our business partners!

Sincerely,
Petr Petrov

Letter #12:

Company "Delopis.ru" offers services:

Office and apartment moving
- loading and unloading, rigging work
- consolidated cargo across Russia (Moscow, Yaroslavl, Vladimir, Novgorod, etc.)
- responsible storage and processing of goods in the warehouse
- transportation and loader services

Sincerely,
Petr Petrov

Letter #13:

Working more 10 years in the freight transport market, to date "Delopis.ru" is a dynamic and steadily developing freight forwarding company that has qualified specialists and provides our clients with a full range of transport services. The wealth of experience accumulated over the years of work allows us to effectively provide freight forwarding services to clients throughout Russia. An individual approach to each client and reliable cooperation are the main principles of our work!

The main activities of our company:
- Transportation of various goods by rail across Russia using postal and postal-luggage cars included in fast or postal-luggage trains;
- Transportation of various cargoes by air across Russia;
- Transportation of various cargoes by road in Russia;
- Truck freight forwarding;
- Delivery of goods “door to door”;
- Cargo insurance;
- Warehousing services – storage, packaging of cargo, etc.;
- Registration of all transportation documents;
- Customs clearance.

We invite you to mutually beneficial cooperation; we will be glad to see you among our company’s clients!

Sincerely,
Petr Petrov

As the response showed, this topic was of great interest to a large number of readers. Which is understandable.

By and large, its further fate depends on the introductory part of the commercial proposal.

A person reads one page of text (carefully) for 2-3 minutes. Commercial offers are scanned in a few seconds. And if in these seconds we were unable to “hook” the reader, the phraseological unit immediately comes to mind - “write is lost.”

To continue the topic raised, we decided to prepare another article, only to approach the issue from a completely different angle: to show with what expressions original commercial proposals can be started.

Follow the rules of the game

A commercial proposal begins not with the first line, but with thinking. First, it is thought out in the head in the form of a “fish”, and then it goes on to paper. And only then various “gadgets” are connected.

Never forget the specific purpose of your sales pitch. There are a lot of them, and the company’s arsenal should have several “blanks” for different purposes.

I want to be precise and clear: the title of the article “10 phrases with which you can start a commercial proposal” is in itself absurd. Because stereotypes are far from being held in high esteem today.

It would be more correct and accurate to say this: “ 10 scenarios on how to start a business proposal" Words (as well as phrases) can always be used differently, but the essence must remain inviolable.

For clarity, we will not shake the air with our imagination and “invent” handy examples, as many authors of educational articles do.

We will present 10 scenarios for starting the formation of individual commercial proposals and support them with examples from our personal practice - that is, fragments of commercial proposals that we prepared for clients of the Denis Kaplunov Studio.

No. 1 - answer to the request

The very first scenario. The situation is simple: we send a commercial proposal for a specific client request. That is, the client himself wants to study our CP.

The situation is very favorable, because we no longer need to “warm up” the client. It is enough for him to tell him what he himself asks for, and to do it brightly.

In such a situation, the easiest way to start a commercial proposal is to remind the client what he himself asked for and show that this is exactly what we are doing.

Purely on a subconscious level, the client begins to read carefully, because he himself asked for this information.

Natalya, hello!

We have carefully studied your request and are fulfilling it immediately so that you can quickly receive all the information on stationery.

These are the conditions for exactly the positions you requested.

At the same time, we can select analogues based on the invoice (or price list) of another store so that you can compare prices and make the best choice.

Or another example of a commercial proposal after a telephone conversation with a client:

Good morning, Ivan Ivanovich!

As we agreed during the telephone conversation, we are sending interesting information on your company’s website.

Today, it receives an average of 75 potential clients per day.

At the same time, we found out that the audience of potential clients for your services is MUCH WIDE! Simple forecast: 420 leads per day.

Are you more interested in 420 leads per day or 75?

Here are just the results of a small study of the main search queries entered by representatives of your target audience:

1. Request No. 1 – __ person
2. Request No. 2 – __ people
3. Request No. 3 – __ people

And there are only 24 such requests. More detailed information attached to this letter.

As you understand, this scenario is suitable specifically for “hot” commercial offers. Although, with certain skills and abilities, they can be turned into “warm” ones and even made into working pieces. But that's another conversation.

And finally, a little advice: if you are asked for a price list, do not send a bare table. Before it, add personalization - contact the client by name, remind him that he himself requested this information from you. It brings us closer together.

No. 2 - a blow to the main problem

Every business has problems. Every business area has common problems. And there are also problems that cannot yet be solved with existing capabilities.

This scenario is ideal when selling a new, unique solution that helps relieve the client of a pressing problem.

Look how we played with this situation when preparing a commercial proposal for a new widget for online stores, which allows you to take and present accurate measurements of things. It is important for buyers to be sure that the indicated sizes correspond to their personal natural data:

If you sell clothes , then you know that at least 40% of items are returned by customers for the most banal reason - the size does not fit...

Do you use size charts? detailed descriptions, attach high quality photos, but things keep coming back...

We focused on a real problem that is relevant to the target audience - the systematic return of goods due to size mismatch. For online clothing stores, this is a real weak point, since the buyer sees only a picture and does not have the opportunity to try on the item before purchasing.

No. 3 - current need

Needs are a constant thing. One is replaced by another, and this continues almost without stopping. It's like shopping for a dress with your lady. He bought it, and then it turns out that there are no shoes for him in his wardrobe. A-ya-yay. We need to fix this. We bought shoes. Well, what about without a handbag? And so on.

It's the same in business. There are always current needs. Therefore, if the client thinks about them, we can turn this to our advantage and start the commercial proposal with that.

You have created a website and are puzzled by questions:

1. How to make it popular?
2. How to direct a flow of potential clients to its pages?
3. How can you use it to increase your sales?

There are several answers to these questions. At the same time, the most effective and high-quality answer is search engine promotion.

Why? Because the result of search engine promotion is “warm clients” who themselves are looking for companies that provide the necessary services.

That is, they already want to buy.

Won't it work? It will not work? Oh well. At first people also did not believe that the Earth was round.

#4 - shocking statement

Here we connect the effect of surprise. In words we ask for a light cold shower. A man reads and thinks " Oh come on. How can this be?»

Do you know that 10-20% of the numbers in your phone database are inactive?

Let's imagine that you decide to send SMS to your client base. You collected data, and you have 10,000 customer numbers in your database.

You plan to send SMS at least once a week. According to general statistics, from 10 to 20 percent of subscriber numbers are inactive for various reasons. That is, your messages are going “nowhere”.

Which exit?

No. 5 - a more rational solution

From kindergarten we remember that there are several ways to tie shoelaces. Now men are learning how to tie ties, and girls are learning how to tie scarves.

There are always several ways to achieve a goal of interest. If your product is one of these, you may want to think about tactics to differentiate it from other alternatives. And take advantage of this difference.

We used this tactic when preparing a commercial proposal for a printer rental service:

“Printer rental from 1000 rubles/day”

There are many situations where buying a printer (and then servicing and maintaining it) is not economically justifiable, especially if it can be rented.

Examples of situations from our clients:

1. Taking part in an exhibition or forum
2. Business trip and inability to take the printer with you
3. The need for a printer for one-time work (for example, printing in color)
4. Need for an additional printer during a tax audit
5. You need to urgently and quickly print a large volume of documents.

#6 - strict product presentation

I will say this: when there is correspondence between serious companies, it is customary to use a certain style. Classic copywriting and sleight-of-word techniques may fail here.

Sometimes it is enough to maintain clear and specific language. Don't beat around the bush, but get straight to the point.

This technique is advisable to use when the client already knows what the text will be about. For example, if our commercial offer is formulated on a website page where the reader comes for a specific purpose.

See an example of the text in which we presented “autogas”:

Autogas - the choice of modern drivers who know how to count their money. It allows you to significantly reduce fuel consumption per kilometer of travel, while maintaining the usual comfort and power of the car.

More than 10 thousand drivers in Latvia and 20 million drivers in Europe have chosen autogas because it is much more profitable than gasoline and even diesel fuel.

And here is proof of this:

This method can also be used for cold and warm mailings or when publishing a commercial offer in the form of leaflets and other printed materials.

By the way, one of the company’s clients admitted that before our competent example, he read a commercial proposal for diesel fuel and rejected it.

No. 7 - new benefit in the near future

Any businessman is looking for new ways to gain value for his product or service package. And, naturally, he is ready to study information about such opportunities.

Here it is very important to know and understand the guidelines of such “profitable” directions. And sometimes they are just in front of your nose.

Here is an example of the beginning of a CP to promote one technological improvement in the production process of sausages and smoked meat products:

Tomorrow you will be able to reduce the cost of producing deli meats by 30-35%.

This will allow you to offer the market more favorable price without loss of product quality. Therefore - you get new competitive advantage and the opportunity to increase the profitable part of your business.

And all this can be achieved with one simple technological solution.

No. 8 - business plan language

I love this style when we need to sell the opportunity to save money or make money and when we have an audience of entrepreneurs and investors in front of us. Especially non-beginners.

Such people do not need slow dancing and foreplay. Give them the “meat” right away. “Get to the point,” as they say.

So, if we are selling a business, we need to approach it accordingly.

Your mini-plant for the production of aerated concrete

1. Investments pay off in a period of 2 to 6 months
2. Profit – from 600,000 rubles per month
3. This takes no more than 3 working hours a day

The beginning is interesting because there is a sense of benefit in it. Then we simply open the proposal. And we build it according to the business plan scenario. Just don't need 100 pages.

Briefly, specifically, to the point.

No. 9 - “Product face”

If your goal is to draw attention to a product using a commercial offer, take a closer look at this technique.

“Product face” is when you offer really interesting things. Ideal - when they have clearly defined differences that are useful for the target audience.

But even if you can’t brag about it, the “Product with Your Face” technique will come in handy. Her main feature- at the very beginning of the commercial offer, use product images.

The reader will definitely look at the pictures, and if they attract him in any way, your text will be read more carefully.

An example from a commercial proposal that we prepared for a representative of a manufacturer of women's bags (the text was aimed at wholesale buyers).

We immediately connected several “hot spots” to the power of images:

New fashionable women's bags in Moscow - wholesale!

• Wholesale/retail price margin - 300%
• Free delivery within Moscow
• Assortment - more than 1500 models per season
• The minimum order for wholesale price is RUB 10,000.
• All documents for inspection authorities

Look at these bags:

The redhead is very good, right? That's why she's in the center.

No. 10 - “Sweet Candy”

Children love sweets. And adults love money. By and large, money can be called sweets.

Each of us wants to earn even more than we can today. And if the offer is worthy, we are ready to consider the possibility of additional income.

This is what the “Sweet Candy” technique is based on, when at the very beginning of the commercial offer we show how and through what the reader can earn extra money.

See the example we prepared for one regular customer. The audience is managers of car dealerships. They are offered additional income by selling cars to customers. So yourself affiliate program offline format:

Good morning, Ivan Ivanovich!

TOYOTA is a legendary brand. Cars of this brand have been bought, are being bought and will always be bought.

What if you start earning an additional $125 to $750 from the sale of each car? And for this you do not need to invest a penny and not disrupt your work schedule.

Let's say if you sell 100 cars a month, that's an additional $12,500 - $75,000 every month.

Thus, in just 1-2 months you can easily earn money for yourself (or your loved ones) for a brand new Toyota.

Notice the personalization? That's right, the brand name. Naturally, a proposal was sent to the Ford dealership with information on cars and the Ford brand, etc.

Personalization is always good for business proposals.

Instead of a postscript

You've just learned 10 techniques for developing your sales pitch intro. And you see that they are all different. In fact, there are even more of them, and we are discovering new ways every time.

Because very often you have to take into account the personal task of a commercial proposal, its audience, the degree of uniqueness and attractiveness, the delivery factor, the development of printing design, “hot spots” and many more subtleties that affect efficiency.

If you need a working commercial proposal, contact us at the Studio, we will definitely come up with an original design for your task.

Making a commercial proposal for the provision of services is quite simple, but the manager should take into account several important nuances. The letter should arouse interest and prompt at least a simple action - calling, sending a counter-offer, clarifying details. Detailed instructions on compilation, as well as real examples can be found below.

Before starting drafting, it is important to clearly set 1 or more goals that need to be achieved by directing the proposal. On the one hand, it is obvious that such a message should lead to the potential partner becoming a real client and purchasing the service. However, this process usually takes quite a long time, and one offer may not immediately lead to a purchase.

In fact, often the purpose of such a letter is:

• interest the client;
• induce him to a simple, non-binding action;
• establish contact with him;
• awaken the desire for cooperation and, in the future, to make a purchase.

Thus, the main objective KP is not to sell the service itself (which is hardly possible to do so quickly), but rather the desire for a meeting, call or other form of contact. Subsequently, when this small goal is achieved, it will be possible to set other tasks, but they are achieved by other methods - personal meeting, negotiations, etc.

From the point of view of the addressee, two types of CP can be distinguished:

1. Personalized offers are the most successful option, since such a letter is sent to a specific person. It will be even better if the manager finds out as many facts about him as possible or contacts him on the recommendation of another person whom the addressee knows.
2. Non-personalized letters make up the main flow of KP. They usually have a standard form and are sent en masse to organizations. However, even in this case, it is necessary, if possible, to personalize the letter so that it solves the problems of a specific client, and not a “virtual” client.

According to the form of presentation, 2 varieties are also distinguished:

1. Regular emails that are sent to email.
2. Paper letters.

The latter are used much less frequently due to the high cost and significant time spent on delivery. However, it is a paper letter that should be delivered to a particularly important client. It is best to print it on beautiful company letterhead using expensive glossy paper. Such letters always catch the eye because they compare favorably with the general flow of paper correspondence.

How to compose: step-by-step instructions

IN general case the letter has the following structure:

1. A header with the name and details of the company - usually a logo with an image of a trademark or simply a name printed in large font with artistic design elements.
2. The title of the letter (subtitle) should be catchy, original, and, if possible, personalized.
3. The main text - it should begin with a description of the benefits that a potential partner can receive. Then you can go directly to the description of your company’s services.
4. Finally, provide contact information and write a short, to-the-point phrase that encourages action. Standard options are allowed - “Contact us, we will be happy to help!”, “Come to our office”, etc.

The text of the CP should first of all revolve around the client’s problem, A Not descriptions of your company. A potential partner is only interested in their own problems, as well as ways to solve them. The main catchy points in any sentences can be:

• speed of solution;
• simplicity;
• minimum costs;
• quality result;
• guarantees;
• reviews of other clients who can be trusted (mostly we are talking about companies that are known to the addressee).

The structure of the CP can be schematically represented as follows.

Ready-made examples of commercial proposals for various occasions

It is obvious that in practice a variety of situations may arise, so the unified scheme for drawing up the CP can be significantly adjusted. Below are some examples of real sentences that can be used as a template. At the same time, it is advisable not to copy them, but to rework them in accordance with your needs.

Transport services

Legal services

Security services

Construction services

Repair service

TOP 5 mistakes when compiling

Despite the huge amount of educational and practical materials on drafting, sales managers and other employees often make serious mistakes that lead to the loss of a large number of potential clients. These errors are varied, but the most common ones can be identified.

Using template phrases

Clichés, standard expressions, stock phrases are the main problem that can ruin even a very good CP. The addressee is unlikely to show interest in a letter that contains ordinary phrases that essentially say nothing, for example:

• "as soon as possible";
• "best quality";
• "the most profitable proposition On the market";
• “only today you can...”, etc.

These phrases cause mistrust and sometimes even irritation. They do not provide any specific information, for example: “We deliver letters door to door from Moscow to St. Petersburg and back no later than 1 business day.”

Intimidation of the client

This is giving him the impression that without the services of your company he will not be able to develop his business normally and may even end up in an extremely unpleasant situation. Even if this is true, it is better to find other words and maintain only a positive style of presentation. You need to show what benefits the partner will receive thanks to your services, and losses can be mentioned in passing, with general hints, for example: “so as not to get into unforeseen situations” or “so as not to risk too much.”

Grammar

On the one hand, errors in spelling and punctuation are bad form. The recipient may get the impression that the manager is either illiterate or at least inattentive. However, exact, “boring” adherence to grammatical norms is also perceived negatively. It is best to present it in a conversational style, as if you were conducting real negotiations with a partner live.

Letter volume

On the one hand, it is clear that brevity is the sister of talent. And it’s really best to fit the entire letter within 1 page of A4 sheet (literally 3-4 small paragraphs look visually beautiful). On the other hand, one should not reduce everything to the minimum, i.e. not provide substantially important information about prices, service features, additional services and so on. At the same time, here too you need to look for a golden mean - you should not lay out all the trump cards at once in one letter: about some additional bonuses You can create a pleasant intrigue.