Unique commercial proposal sample. How to write a commercial proposal

28.01.202227.05.2017

There are the most different ways promote your business: these include advertising campaigns and active promotion on social media. networks, and various gift and bonus programs for their clients, and creating their own websites describing services and products, and influencing people’s opinions about the company through various sources of information. Constant promotions and incentives to buy this or that product can in fact be called marketing moves that allow you to create a customer base, collect the necessary data and develop the company, meeting the requirements of its customers. In all areas of any service-providing business, there is a need to somehow advertise your product and establish yourself as a good manufacturer. And in these matters, aggressive marketing is not the best way out. Each client is interested in a specific list of services, which can be set out in full only in a well-written commercial proposal, on the basis of which subsequent contracts are concluded.

What is a commercial offer

Every sales manager of any company has encountered in his life the preparation of a commercial proposal and knows firsthand what a hassle it really is.

In fact, commercial proposals are certain documents that need to be sent to your partners. If everything in the document is stated correctly and correctly, then the company is guaranteed a profitable contract. If not, then all the blame falls on the manager who drew up the specific proposal, because because of it, the company loses valuable customers.

Recently, it has been widely believed that commercial proposals are a type of modern selling text, which clearly and in detail describes all the services provided by the company, the conditions for receiving bonuses, discounts and special offers. Well, due to the fact that there is no specific framework for preparing a commercial proposal as such, it is quite possible that it can be drawn up in free form and have a different structure. The main thing is that it brings results, namely the company’s profit.

Types of commercial offers

Any manager working in large company, knows how to make a commercial proposal. Just like any copywriter can write the appropriate “selling text”. So is there a difference in the first and second cases? Of course there is! And it really is huge. As mentioned earlier, in one case this standard document, in the other - a well-written text calling for the purchase of a particular product.

There are basically two types of commercial offers - personalized and non-personalized. From these names it is quite easy to guess how exactly the commercial proposal drawn up in both cases differs. A sample of a well-written document will help you avoid mistakes in the main points.

Personification of the offer

A personalized commercial offer is prepared by company representatives specifically for one client. At the same time, it is important for the document to satisfy his individual needs. If a commercial proposal is successfully drawn up, the company will have a satisfied client and a good reputation.

Let's consider the example of a large business. Partners tend to meet with each other and discuss the details before concluding any contract. If one of them is satisfied with the terms of the other party, then he sends a request for a commercial proposal, which describes the type of services provided, the individual terms of the transaction and the amount of payment for certain services. Both parties remain satisfied. And if one of the parties does not fulfill the terms of such a “contract,” then the deal is terminated.

Non-personalized offers

Unlike the first case, non-personalized commercial offers are a way to attract the attention of a new audience. This is the type of those very selling texts, which describe in detail the various advantages of the company and express an incentive to buy the product.

A non-personalized commercial offer, a sample of which, no doubt, everyone has seen, is also called “cold”.

A characteristic feature of this proposal is the lack of appeal specifically to the potential client. The text is aimed at a wide audience of people, often of different age categories. It is only needed to attract new base clients. Doesn't have much uniqueness. It may describe the company's advantages and one or two conditions for receiving a discount, but nothing more than that. As a rule, such proposals, written by skilled specialists, attract people.

Quote functions

From what has been written above, it is clear that commercial offers are an integral part of an advertising campaign. But what exactly is their function? What should a person feel when reading about a particular company on the Internet or on flyers?

Here are a few criteria that a written commercial proposal must meet:

attract attention;
interest potential consumers;
encourage a person to buy a product;
push to purchase using bonuses, exclusive offers, etc.

Based on these requirements, a commercial proposal is subsequently drawn up. It is very important to know which audience this document is aimed at, because different generations have different needs.

Therefore, it is stupid to advertise dentures, for example, using tools that are relevant to modern youth. To attract the truly desired audience, a commercial proposal must be correctly drawn up. It's not difficult to find a sample.

Drawing up a commercial proposal, its structure

Any commercial proposal form must include:

Heading: logo of the company providing the services. This will attract the client's attention.
Subtitle: describes the product or service provided by the company.
Brief advertising of services and conditions.
The advantages of choosing your company, the terms of cooperation, a description of the benefits of cooperation.
Sender's contacts: phone, email, company address.
Trademarks.

At the same time, in order not to tire the potential client, you should make a commercial proposal, the template of which is described above, no longer than 1-2 pages. This way, there is a greater chance that the potential client will read the proposal received to the end, and not throw it in the trash on the first lines.

What marketing tactics are best to use?

When drawing up a commercial proposal, it is important to pay attention to the problems of the population and target audience. If you competently convince a person that your services are exactly what he needs, the advertising can be considered successful.

It is customary to distribute commercial offers either by mail or on the Internet via e-mail, one-page sites also work well, where the provision of the necessary services is described in detail.

When printing a commercial proposal for the provision of services on paper, you should Special attention give:

the quality of the paper on which it is printed;
color scheme;
absence of errors;
clearly defined conditions;
watermarks as an indicator of the seriousness of the company.

Most people judge by the cover. So design plays an important role in attracting clients and their response to the commercial offer, the form of which he will hold in his hands.

In the eyes of a potential client, you are reduced to a dull spammer.
Your letter may end up in the spam folder, and people simply won’t read it.
An ugly and illiterately designed electronic offer will clearly not benefit your reputation.

Cold selling works much better with phone calls than with sending unsolicited text to other people's email addresses.

Often, a company’s reputation due to aggressive marketing turns out to be lower than expected results, and therefore such companies, as a rule, do not have a client base, or people treat all offers with some distrust, so you should carefully monitor the activities of employees, study the market and purchasing power your clients and learn about their wants and needs. It is important not only to attract, but also to give attention to other people, expressing this through flexible commercial offers.

Provision of services

There is a common belief that a commercial offer is a kind of marketing ploy that is just as useless as other advertising leaflets, but this is not the case. A well-drafted commercial proposal for the provision of services (see the picture for a sample) is almost a full-fledged contract that only needs to be signed.

It is quite stupid to aggressively encourage people to purchase a particular product without calling or first familiarizing themselves with the company’s services. It is important to understand what problems the client is experiencing and how you can present your services to him in the most favorable light.

There is no formula for an ideal commercial offer due to the fact that, after all, companies and services are very different, and for one circle of consumers some aspects are most relevant and important, while for another, other problems come to the fore.

Gross errors in drawing up a commercial proposal

Many marketers abuse the fact that they make a commercial offer oversaturated with information, which is why many clients are perplexed, and ultimately the meaning of the message becomes not entirely clear to them. Or it happens that the text is replete with beautiful speech patterns and “praise” of clients, which leads to certain suspicions.

To understand all these mistakes, you need to approach the situation more practically. Let's say there is a need to make a commercial offer for a product. This product is computer chairs and chairs. And we need a way to sell them.

What should not be written in a commercial proposal form:

history of the company and its leader;
long stories about how painstakingly and carefully you take the production of chairs;
even longer stories about how comfortable the chairs are to sit on;
various “serenades” to clients and the promise of mountains of gold and a cure for all diseases.

Write briefly about the company's experience in the market, you can add 1-2 reviews from satisfied customers, focus directly on the needs of customers, the main need in this case is convenience and practicality, as well as maintaining health.

A commercial supply proposal, a sample of which is publicly available, is also easy to draw up. The scheme is absolutely the same - you should not be scattered about some abstract topics. The main thing in delivery is efficiency and quality, and this should be emphasized. Many companies often need prompt delivery of raw materials for their production. The proposal form itself may look rather modest, but here the quality of execution comes to the fore.

But there are identified patterns that state that:

Most people notice the title first, and if it interests them, they read on.
Particular attention should be paid to “special” words that attract attention, such as “free”, “new”, “amazing”, “best”, “top quality” and so on.
The text must be structured and divided into paragraphs so as not to “overwhelm the reader.”
It’s even better if the document contains illustrations. This allows you to hold your gaze longer.

Modern technologies make it possible to create bright forms that attract attention, and to sufficiently, broadly and openly describe all types of services provided. All that remains for a person in this case is to write a literate text, the machines will do the rest.

Drawing up a commercial proposal online using a template

Not all managers are able to cope with this task, and therefore often resort to the help of the Internet. Yes, nowadays it’s enough to just download a ready-made form or, even better, make a commercial proposal (a sample for services below) online. Of course, such an offer will not be ideal and is unlikely to interest a large audience. But for a new company ready-made templates with modern graphics solutions they will be just right.

The visual component should be pleasant, and by and large it does not matter whether it is very similar to others, but as the company develops, great attention should still be paid to the design of its services.

A commercial offer is The best way announce yourself in modern world where every second person dreams of successful business, and few achieve dizzying success. However, if you sell your services correctly and know how to interest your clients and treat them humanely, then even the smallest business will flourish.

“Send your commercial information, we will look and answer you...” Each of us, not to mention sales managers, has heard this phrase at least once.

And very often, it is at this stage that their clients fall off. Because your proposal did not attract them, did not like them, or even repulsed them.

Therefore, it is extremely necessary in our time to know how to draw up a commercial proposal so that it is read and comes to you.

It's a shame

A commercial proposal is one of the most effective sales tools, so your profit directly depends on the quality of the text, structure and design.

But, unfortunately, many managers, and even executives, do not pay due attention to its preparation.

Considering that the most important thing is to attract a client, and then he will buy it himself if he needs it.

But as I wrote above, this is where many get burned. And we can safely say this as business consultants, because in our practice we see shocking results. Most likely yours will be the same.

Namely, out of 10 applications from you, in the best scenario, 30% (3 applications) buys, and if we take the overall temperature in the hospital, it will drop to 15% (1.5 applications).

This means that you are wasting money on attracting customers. By improving this one stage, will it be possible to increase your profit by 2? No, this is still not a magic pill.

But even an increase in sales by 15-20% will quickly recoup all investments in CP and take the company to a new level.

Therefore, we return to our question: “How to create a selling commercial proposal so that it brings maximum response?”

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

TYPES OF COMMERCIAL OFFERS

I would like to start with the fact that there are two main types of commercial offers that pursue completely different goals.

Step 2. Formation of desire

Example: Good afternoon, Ivan Stepanovich. You study daily different offers and most often they end up in the trash. But this is not the case. You can be sure.

And we, for our part, are ready to confirm this with a free gift - “Two tickets to a VIP-class cinema”, if you really think that you wasted your time.

Boldly or confidently?! You decide. The main thing is that it works. True, not always and not in all areas.

For you, this approach may be less provocative. But it must solve its task - to create a desire to read everything from cover to cover.

Step 3. The essence of the proposal

The next step for us is your proposal. This is what everyone came together for. Just like in the song “It’s great that we are all gathered here today!” (Did you read or sing?).

At this step, you talk about your product or your service. Remind me what we're talking about.

As a rule, these are 1-2 blocks in which you tell the main points of the proposal. There is no need to describe everything that is included here.

You write exactly as much as is necessary for the client to make a positive decision to move to the next stage.

The essence of the commercial offer

Step 4: Persuasion

Be the solution to the customer's problem, not the description of it. Reveal the main benefits that he will receive from cooperation.

You can do this using different blocks, for example, through reasons to buy, through, through cases, through a warranty or technical specifications.

Convictions in the business proposal

To summarize, your task is to convince the client to buy from you with the help of several blocks. That is, “Persuasion” is not one “Why us” block, but a collection, each of which covers the necessary objection.

Step 5: Pricing

Since we are talking about a hot letter, it means the client is already waiting for an offer with prices. Therefore, there is no need to hide anything at this step and be afraid of scaring him off; on the contrary, everything should be transparent and honest.

Even to the point where you tell us what factors make up the entire cost.

Pricing

And yes, if you have a wide range of services, then send them separately with your commercial offer.

And don’t forget to write about this in the CP, otherwise it may simply not be noticed, since everything is studied very quickly.

Lifehack. Do not use the word “Price”, it carries a negative aftertaste. Use the words “Cost” or “Investment”, so it will be easier for the client to agree to the subconscious.

Step 6: Call to Action

It is very often neglected, but this is, in fact, closing the sale. Clearly indicate what your potential client should do after reading it - call, write, come to the office.

It is important to do this, because it is psychologically easier and clearer for people to act when they are told what to do in order to get the desired result (even the strictest director).

Call to action

And also the appeal helps to make the client want to do it immediately after reading it. For example, with the help of an additional and free bonus that will be valuable to him.

Also, be careful, but you can use a time limit in this blog to encourage the client to take action right now, rather than putting it off until later.

Example: Sign an agreement with us before December 24 and receive as a gift washing machine“Even blood will cleanse”

Step 7. Design

Even a short commercial offer may not be read if it is boring. Therefore, correct design is no less important than content. Here are basic recommendations for implementing the visual component.

Divide the text into paragraphs. This makes it easier to read and study.
Insert images. They will help create the mood of the material.
Highlight important words and sentences. So that the client definitely doesn’t miss them.
Use infographics. It is easier to digest than text and images.
Add a photo of the manager. Creates a more personal touch.
Leave space between blocks. So that everything is visually separated.
Use . This will make you stand out from the rest faster.

Everyone’s concept of beauty is very different, so don’t be lazy and show your offer to different people.

You need to make a really beautiful shell. After all, in Russia we “meet people by their clothes” and a commercial offer is no exception.

Sample commercial proposal

You're probably expecting to see a sample commercial proposal here, but it won't be there.

He left and told us not to look for him. And all because he will only ruin everything for you. It will completely ruin it. And I have a thousand and one reasons for this.

Let's start with the fact that 99% of samples on the Internet are compiled incorrectly. Therefore, if you follow them, you will simply join their ranks and tell everyone that “KP doesn’t work.”

All useful proposals can only be obtained through “calling on competitors”, because the good in such a business is usually not displayed, but rather hidden.

Also, the samples do not take into account individual characteristics. You will take as a basis something that does not suit your specifics at all.

And as a result, again, take as an example something that will not work. Even if you try, your brain will still think in terms of the sentence it saw.

And finally, empty templates are thrown onto the Internet and called “Example of a commercial proposal”.

This is all done in order to collect more traffic to the site, and not in order to bring benefits. Therefore, for the third time, it will not be possible to find a good example for this request.

And yet, if you want to find some kind of sample or example, it’s better to study the websites of companies (like us) that do this professionally and periodically post work for their clients.

This is, at a minimum, an option that definitely works (only again for the client, not for you).

BRIEFLY ABOUT THE MAIN THINGS

You are just at the beginning of your journey. During development, you will have a lot of questions on the topic “Should I write this block or not?”, “Should I expand this text in more detail or is it clear?” or “Is this really catchy or is it just me?”

Therefore, get ready for the fact that the process of improvements is endless, because you can always do better.

“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 like [email protected], then the efficiency of the compressor 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:

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.
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.
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 offer

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:

From the problem (most often).
From the solution (if there is no problem as such).
From objections (if relevant).
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.). At correct use The postscript becomes a very powerful motivating lever. Practice shows that people read postscripts most often (after captions under pictures). That’s why, if you want to strengthen your commercial offer, then the cherished letters P.S. 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 one strong point this sample 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:

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

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.
Sending a commercial offer in the body of the email(HTML format). To do this you will need help 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.
Sending in the app with a covering letter. In the letter you introduce yourself and arouse interest. But without overloading with details. Behind additional information a person opens a document in an application.
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:

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.
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 pours over the edge, the reader has a feeling vomiting reflex, and the commercial proposal goes into the trash.
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.”
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.
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, sanctions postal services will be superimposed on the company name (the name will become a stop word). Then even legitimate emails will often end up in spam.
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.
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!

Functions of the CP for the supply of goods

Composing this document, which is of an official nature, the businessman plans to achieve a solution to one or more of the following issues:

expansion of the sales market;
search for new partners;
way of informing regular customers;
mechanism of the organization's marketing policy.

IMPORTANT! To compile and distribute commercial offers, you do not need additional financial and intellectual resources, as for high-quality advertising. A well-written CV sent to a potential target audience, practically guarantees the success and effectiveness of sales.

We do not contradict the general rules for drawing up commercial proposals

Any commercial advertisement is, in fact, a business advertisement, that is, a “selling” text, however, subject to the established requirements of business practice. Therefore, the text of the CP for the supply of goods, like any other CP, must contain some mandatory points:

title – interesting, attention-grabbing, specific;
offer – the purpose of the offer is stated in a laconic form;
description of the subject of the CP - briefly outline the features;
benefits for the client - a list of advantages of cooperation with your organization;
terms of cooperation – contact information;
additional bonuses - discounts, benefits, opportunities;
a call to action is a practical guide for further actions of a potential partner.

FOR YOUR INFORMATION! If we are talking about a “hot” CP, that is, addressed to a specific, possibly permanent partner, a personalized appeal is mandatory. It is also considered good form to thank you for your attention to your proposal.

Specific points of sales CP

The subject of this type of commercial proposal is a specific product, that is, a material thing, which dictates some features in the preparation of such a document.

The main difference between a proposal for the supply of goods and an offer for the provision of services is that a product is a material resource. Therefore, it is necessary to select a certain base on which the proposal for its sale will be built. Such a basis can be one of the qualities or properties of the product or supplier.

Uniqueness of the object for sale. If your organization produces an exclusive product or is an exclusive supplier of something that has no analogues in this market segment, then selling such a product will not be difficult - you just need to competently inform the potential target audience about it.
Price-quality ratio. When a buyer has a choice of who exactly to buy this or that product from, he will prefer to deal with more low prices or with exceptionally high quality. When drawing up a commercial proposal, the entrepreneur will decide what to focus on - lower prices than competitors, or best quality(the last parameter needs confirmation and evidence).
Delivery times. For high priced, seasonal, related products high technology and so on. The emphasis on meeting deadlines for delivery of goods will be relevant.
Features of the service. A specific product, for example a perishable one, is much easier to sell if you help the client resolve the issue of its delivery. For example, if your company grows seasonal berries, the buyer is unlikely to be interested in pickup, but delivery to retail outlets will ensure demand.

NOTE! If the provision of services is a permanent process, then the sale of goods, as a rule, is tied to a certain time frame. Therefore, in this type of commercial contract it is necessary to indicate the period of its validity, during which the information provided and especially the indicated prices are relevant. A response time limit encourages your partner not to shelve your proposal.

Mistakes that nullify the effectiveness of CP

The prevalence of CP as a type of business documentation has made it possible through experience to identify a number of points that should be avoided, since they can not only reduce the success of your application, but also seriously damage the reputation of the company. So, when offering to buy a certain product from your organization, remember that the following are unacceptable:

too long and confusing phrases with periods, enumeration, subordinate clauses;
self-admiration of your product and company (replace with benefits for your partner);
well-known things, especially those described in detail;
detailed specific justification for the product;
slang, ambiguity, familiarity.

Examples of a commercial proposal for the supply of goods

In these examples, the design of the text (the use of certain fonts, colors, illustrations, composition, etc.) is left out of the equation. We present to your attention templates of the text of the offer for the sale of a particular type of product. Suppliers, contacts, types of goods and prices are conditional.

Commercial proposal for the supply of building materials for concreting

A solid foundation for your building

StroyService LLC offers to purchase materials for concrete work:

sand;
concrete;
fittings

What do we offer:

possibility of delivery to the specified address;
minimum delivery time (from two hours);
prices are 15% lower than competitors (we work with suppliers directly);
high quality products (more than 150 positive reviews this year).

Why should you buy from us?

Low minimum order amount – from 3 thousand rubles.
Prepayment of 10%, main payment after delivery.
For large quantities of goods, payment in installments is possible.
Guarantee of meeting deadlines - if there is a delay of more than 2 hours, we return 15% of the order cost.

Only in our company specialists will calculate for you the required amount of materials for your scope of work for free!

It is profitable to buy from us

Until the end of the commercial offer, prices will not change, no matter what happens on the market. The price includes delivery within the city.

Price list for our products

We do not hide our prices!

Those who respond before the end of the month receive a 10% discount on their first order.

Contact us!

Call (№№№) 555-55-55 (customer service manager Ivan Petrovich Metrovchenko).

Write to us by email: [email protected].

Complete information about the company and products on the official website www.stroyservis.ru.

Commercial offer for the sale of diaries

The best gift for a business person - colleague, boss, partner

New Year holidays are approaching! Have you already decided how you will show your attention to your business partners?

JSC "Agat" sells diaries, notebooks and BESSER notepads from one of the leading manufacturers in Germany.

Reasons to choose BESSER

The quality of the gift will be appreciated! Any BESSER stationery product is a hundred-year tradition of German order and a traditional European approach to production. This is felt at the first touch. Such a business accessory will delight you with its impeccable quality for a long time.
Exclusivity. BESSER products are made from premium coated paper and bonded using a special patented method. The notebook will not crumble, even if one or several pages are torn out of it. The elegant appearance and constant practicality of such an item do not disappear throughout its entire service life.
Wide choice of design. The covers of BESSER diaries are made of high-quality leather, the corners are treated with aluminum, and in special series - metal with gold and silver plating. You can choose any cover design, all the same, each BESSER will look expensive and status. The assortment is updated annually.