Commercial offer for the provision of services. Commercial offer for cargo transportation. Compilation errors

commercial activity transport company consists not only of registration, mutual settlements with counterparties and the organization of our own fleet. It is important not only to maintain internal order and strengthen ties with regular customers, but also to attract new ones by conducting advertising campaigns in a timely manner, developing discount and bonus programs and sending commercial offers to potential partners. The latter makes it possible to notify about the services offered pointwise, referring to a specific legal entity, and not to the whole target audience.

For cargo transportation, it’s no more difficult than writing. The main thing is to imagine what blocks the text should consist of, and follow the recommendations below.

How to make a commercial offer for cargo transportation?

As well as, the offer for cargo transportation should be focused on the target audience - this is the main recommendation, without which you can forget about the effectiveness of the marketing move. Sole proprietor or entity need to have their products moved by a third party; if transportation is carried out by the manufacturer or consumer, it actually makes no sense to send a commercial offer.

Important: no matter how profitable the proposal for the provision of transport services in itself may be, it is likely to be rejected if it is illiterate, contains gross errors, or does not fit the style of the format business letter. If the owner of the transport company or subordinates do not have the opportunity to write a high-quality commercial proposal, they should contact a specialist - a marketer or copywriter, and, if possible, involve a graphic designer who will be able to develop a unique letter design.

Another important requirement for a commercial offer for cargo transportation is its brevity. A potential counterparty to whom a document is sent will not read several pages of small text containing all conceivable information about the services provided. Enough to interest the future business partner- the rest can be discussed by phone, e-mail or in person.

According to modern standards business correspondence The commercial offer for cargo transportation should fit:

on one sheet of A4 format, if it contains only text without images, tables and diagrams (the volume of the text is approximately 2-3 thousand characters without spaces);
on two sheets of the same format, if it includes Additional information- Photo, specifications used Vehicle, graphics and more (the volume of the text is the same plus a few explanatory inscriptions).

Text commercial offer should be as short as possible, but capacious, so that the recipient of the letter has the opportunity to get an idea of the entire range of services offered by the transport company. You should not dwell on general offers or self-praise: it is first of all important for the counterparty to know with whom he will work, and not what opinion about the company its head has.

Commercial offers for cargo transportation, like any other, can be of two types:

"Cold". They are sent to an unlimited number of recipients, and therefore are impersonal: the sender does not focus on the specifics of the recipient's business and, of course, does not address the latter by name, being content with a general greeting. Due to their versatility, they are not very effective and are used only for the initial selection of potential customers: subsequently, individual work will be carried out with each respondent.
"Hot". The addressee in this case is a specific person or organization, which means that the drafter of the document can use the entire arsenal of verbal influence on a possible counterparty - from a personal appeal to pointing out the special needs of his business and recognizing past commercial successes and merits. They are much more effective than "cold" ones and do not involve intermediate stages of cooperation: immediately after the recipient's response, you can start negotiations.

Advice: it is better to prepare commercial offers for the provision of transport services of both types - both “cold” and “hot”. This will give the company the opportunity to find new customers without interrupting interaction with old ones. Below are examples of such proposals, modifying which, you can build a continuous cycle of communication with contractors.

A good commercial proposal should consist of the following blocks:

"Hat". May include the sender's logo, corporate pattern, full-page border or border, the full official name of the company, executed in such a way as to be a visual complement to the logo, and other significant graphic and textual elements.
header. The text in it should interest the addressee and encourage further reading, and therefore it is better to use not a dry name like “Commercial offer”, but the company’s corporate slogan or, if there is none, a motto drawn up for the occasion.
Greetings. For cold emails, it can be the most general (" Dear Colleagues!) or absent altogether; for "hot" - sufficiently updated, with a mention of the name of the future counterparty, first name and patronymic of the head of the company or private entrepreneur and previous facts of cooperation ("We are glad to welcome you again!").
The essence of the proposal for the provision of transportation services. It should fit in one paragraph, and even better - in one phrase. Details will be given in the next block.
Main part of the offer. Here, without going beyond the specified framework, one should list the main conditions of transportation, the advantages of cooperation with the addressee, clarifying details (graphs, diagrams), optionally a small price list and positive examples of cooperation with well-known Russian and foreign companies, as well as reviews of the most influential counterparties.
Conclusion. If the commercial offer is "cold", it may just be a call to action ("Call and check!"); if "hot" - a few kind words addressed to the recipient and an assurance of the need for further cooperation.
Signature "With respect ..." or similar to it. In this block, you should give the name not of the originator of the document, but of the head of the transport company, as well as contact details, using which you can contact the addressee's representative.

Commercial offer for cargo transportation - sample

Today at global network can find set or shipping products. Below are five sample emails: four "cold" emails suitable for mass mailings, and one "hot" email targeted at a specific recipient.

Like , these texts can and should be modified, adjusting them to the current situation: the more accurately the letter corresponds to it, the greater success among recipients is guaranteed.

Sample #1

Transport company "Always on wheels" - speed, reliability and constancy!

Dear Colleagues! Our transport company, which has been on the market since 2015, is engaged in all types of cargo transportation (from bulk and regular to single deliveries) throughout Russia and the CIS countries.

We work with individual entrepreneurs and major domestic companies always with the conclusion of a formal contract for the provision of transport services. Among our advantages is our own fleet of vehicles with modern vehicles capable of delivering your cargo to any point in the country in the shortest possible time, a responsible approach to solving logistics issues, transportation insurance at our expense and, of course, competitive prices. We guarantee that any of your shipments will reach the recipient safe and sound, and if necessary, we ourselves organize the processes of disassembly and assembly of overall components and mechanisms.

Our offer:

delivery of any postal items(letters, parcels, parcels) without intermediaries - you just need to pack the item and indicate the destination address;

container transportation from 1 to 50 tons in Russia and abroad - customs clearance and other formalities we undertake;

tracking cargo from the point of departure to the destination using modern trackers of increased accuracy;

at the request of the client - forwarding at the points of loading and unloading of goods at the expense of the transport company;

you can pay transport services in advance, after the fact or in installments - we will consider any suitable option and add payment terms to the contract;

only professionals work in our team - you can not be afraid for the safety and speed of delivery of the shipment.

You can check the price list on our official website. To discuss the details of cooperation, use the phone number below, write an e-mail or contact us on social networks!

Our work is a guarantee of your peace of mind and good mood!

Sincerely,

Sample #2

Transport company "Always on wheels" - we deliver anything, anywhere and almost for free!

Dear friends! Our company specializes in cargo transportation and delivery of postal items. We have been operating since 2015; Among our clients are both private entrepreneurs and large companies And state enterprises. You can get acquainted with their reviews, as well as the price list and detailed conditions of cargo transportation on the official website of Always on Wheels - do not forget to bookmark it!

The sphere of cargo transportation is too specific: trusting a shipment, whether it be a unique item or a batch of standard products, from a company that does not have the experience, means exposing your property to unreasonable risk. Only professionals with many years of experience work for us - from loaders and assemblers to drivers and logisticians. And so that you do not worry about the safety of the cargo while it is on the way, we will insure it at our own expense - each unit individually or the shipment as a whole! And, of course, we will not forget to make a detailed inventory - no matter what happens, the addressee will receive the shipment in its entirety and in the proper quality.

In our work, we use modern shipment trackers that allow you to monitor the movement of cargo in real time: you get a batch number, enter it on our website and see exactly where your package is. If necessary, we provide forwarding services at our own expense at the starting and ending points of transportation - do not forget to mention this before signing the contract!

The main activity of our transport company is container transportation from 4 to 45 tons throughout the country and abroad. On an individual order, we also deliver small items (letters, parcels and parcels) with a guarantee of complete safety and drawing up an official contract for the provision of services.

We offer customers several payment options: preliminary, full or partial, after the fact and in installments. Give us a call or send us an email and we'll be happy to discuss the details!

"Always on wheels" - the recipient is closer than you think!

Sincerely,

CEO"Always on wheels" Innokenty Gavrilov.

Sample #3

"Always on wheels": your cargo is our solution!

Since 2015, the Always on Wheels transport company has been providing services for the transportation of any items and cargo - from letters and parcels to wholesale deliveries of products. We guarantee fast and careful delivery to all corners of Russia and the Commonwealth of Independent States - all you need to do is prepare the shipment and indicate the destination address.

The main advantage of our company is our own fleet of vehicles, consisting exclusively of modern cars. Each of them is equipped with GPS trackers - which means that your cargo will not be lost, no matter where you send it!

Moreover, we have developed a special shipment tracking system available to each client: you get an individual batch number, after which, by entering it on the Always on Wheels official website, you can instantly find out where your letter, parcel or container is now. It's simple and completely free - and to give you confidence, we offer a free (!) freight forwarder service at the loading and unloading stage. Do not forget to mention them before drawing up the contract - this option is included in it as a separate clause.

"Always on Wheels" is a team of professionals in their field: here everyone (from the loader to the logistician) knows how to ensure the safety of the cargo. We insure shipments at our own expense and in the format that suits you best: each unit can be insured separately, and if you send a bulk shipment, we will conclude a single contract with the insurer providing for a full refund in case of unforeseen circumstances.

Our special pride is the established relations with the most prominent domestic and foreign trading companies. You can read their reviews about "Always on Wheels", as well as leave your own on our official website. For regular customers a discount program has been developed, participation in which allows you to save up to 30% of the cost of transportation according to a standard contract. Find out how to start saving now - check out special offer for new clients!

Use the services of "Always on Wheels" - do business, and leave the logistics to us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #4

"Always on wheels" - forward to new achievements!

Transport company "Always on Wheels" is an organization of federal significance, which since 2015 has been providing services for the transportation of goods both in Russia and abroad. When concluding a contract on individual terms, we will deliver your cargo to anywhere in the world - the cost of the service is determined based on your needs and our capabilities!

Our advantages:

own fleet of modern vehicles designed to move cargo of any weight and dimensions;

the staff consists exclusively of professional employees - from loaders with extensive experience and certified assemblers to drivers and logisticians who annually take refresher courses;

for regular customers there is a unique discount program, allowing you to save up to 15% of the standard cost of transportation according to the contract already from the fifth departure;

for our new partners, we regularly hold the “Now on Wheels” promotion: join and get a discount of up to 10% and a set of branded souvenirs right now;

we insure all shipments (from letter to container) for the full value of the cargo at our own expense - even in the most adverse circumstances, you will receive 100% loss compensation;

if necessary, we provide free forwarding services at the starting and ending points - this option is fixed in the contract for the provision of transport services;

you can pay for cargo transportation according to several schemes: before shipment, upon arrival at the recipient or in installments;

If we do not fulfill at least one clause of the contract, you will receive the money back in full.

You can learn more about the offer, as well as read the reviews of our customers and leave your own on the official website of the company. To contact us, call the number below, send an email, or visit one of our social media pages.

"Always on wheels" - come with us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #5

"Always on wheels" - your personal forwarder!

Dear Nikifor Egorovich! As part of our cooperation, we are pleased to inform you about the expansion of the range of services. Now we work not only with container transportation, but also deliver any shipments - from ordinary letters to complex parts and mechanisms. The dimensions and weight of transported objects are not limited by anything.

We have made impressive progress since 2016. Our negotiations concerned transportation within Russia and abroad, and the expansion client base Your company was accompanied by the provision of new discounts and bonuses from our side. It was the joint work that became the key to further commercial promotion - both for you and for us.

Since then, we have expanded and significantly modernized our fleet by acquiring modern vehicles, the use of which guarantees the safety of each of your shipments.

We have introduced a system of compulsory insurance for each shipment at your own expense - you can choose whether to insure each unit individually or the entire shipment. This means that even in unforeseen cases, you receive a 100% refund of the cost of the goods - quickly and without the slightest obstacle on our part.

You have already used the services of our forwarder. Now it's completely free - just mention this option before signing the contract, so that we will include it as a separate item.

We are always glad to offer you the services of experienced loaders and qualified assemblers, which is especially important when transporting large and massive units and mechanisms. Now you can send anything by our transport company - up to planes and cars!

Finally, we have launched a full-fledged online tracking service for shipments: just get the delivery number, enter it on our website - and see where in the country your shipment is located! The service is provided completely free of charge.

To find out about all the innovations and get acquainted with the price list that comes into force on December 1 of this year, go to the website of our company - it is available at the same link as before. You can contact us by calling the phone number below or by sending an email.

We look forward to further productive cooperation!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Summing up

Drawing up a commercial offer for cargo transportation is as much an integral part of the functioning of a transport company as it is. Offers are "hot", focused on a specific recipient, and "cold", intended for mass mailing and involving further "processing" of the client. The text should be well-written, concise and capacious enough to interest a potential client. For greater effect, it is recommended to include graphs, tables and charts in it.

A commercial offer for the provision of transport services consists of the following main blocks: header, title, greeting, essence of the offer, call to action and farewell. If the text of the letter is found on the Internet, it should be modified according to the needs of the sender and the potential client. You should not stop only at "hot" or "cold" offers: by sending out both types of letters, the transport company will be able to create a full cycle of work with contractors - from attracting to retaining them.

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

Before you start drafting, it is important to clearly set 1 or more goals that you want to achieve by sending a 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-committal action;
make contact with him;
arouse the desire for cooperation and in the future - making a purchase.

In this way, the main objective KP - to sell not the service itself (which is hardly possible to do so quickly), but 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 - a personal meeting, negotiations, etc.

From the point of view of the addressee, 2 types of CP can be distinguished:

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 applies on the recommendation of another person with whom the addressee is familiar.
Non-personalized letters make up the main stream of CP. Usually they have a standard form and are sent in bulk to organizations. However, even in this case, it is necessary to personalize the letter, if possible, 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:

Ordinary emails that are sent by email.
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 a beautiful company letterhead using expensive glossy paper. Such letters are always striking because they compare favorably with the general flow of paper correspondence.

How to compose: step by step instructions

In general, the letter has the following structure:

A headline with the name and details of the company is usually a logo with a trademark image or just a name printed in large print with artistic design elements.
The title of the letter (subtitle) should be catchy, original, personalized if possible.
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 the services of your company.
At the end, they indicate contact details and prescribe a short, well-aimed 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 primarily revolve around the client's problem, but 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 proposals can be:

decision speed;
simplicity;
minimum costs;
quality result;
guarantees;
testimonials from other customers you can trust (mostly we are talking about companies that are known to the addressee).

Schematically, the structure of the CP can be represented as follows.

Ready-made examples of commercial proposals for different occasions

Obviously, in practice, a variety of situations can develop, so a single scheme for compiling a CP can be significantly adjusted. The following are some examples of real-life sentences that you can use 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

In spite of great amount training and practical materials for compilation, sales managers and other employees often make serious mistakes that lead to the loss of a large number of potential customers. These errors are varied, but the most common of them can be identified.

Using Template Phrases

Cliches, standard expressions, standby phrases - this is the main problem that can ruin even a very good CP. The recipient is unlikely to show interest in a letter that contains ordinary phrases that essentially do not say anything, for example:

"as soon as possible";
"the best quality";
“The best offer on the market”;
“only today can you…”, 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."

Client intimidation

This creates the impression in him that without the services of your company, he will not be able to develop his business normally and may even get into an extremely unpleasant situation. Even if this is true, it is better to find other words and keep only a positive style of presentation. You need to show what benefits the partner will receive thanks to your services, and the 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, spelling and punctuation errors are bad manners. 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 in a conversational style, as if you are 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 is 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, everything should not be reduced to a minimum, i.e. not provide significant important information about prices, service features, additional services, etc. At the same time, here you need to look for a middle ground - you should not lay out all the trump cards in one letter at once: you can let in a pleasant intrigue about some additional bonuses.

The commercial offer plays an important role in the promotion and development of the company.

With a properly drawn up commercial offer, the volume of orders and sales increases, which, accordingly, increases profits.

Varieties of commercial offers

There are two types of them: "cold" and "hot" commercial offer.

With a "cold" commercial offer, sending is carried out to an unprepared client. In other words, spam is coming. People most often do not experience much enthusiasm for such mailings, but main task a commercial offer is to interest a potential client and achieve reading the letter to the end. The most important advantage of a "cold" commercial offer is its mass character, large audience coverage. However, in practice, the responses are more responsive from commercial proposals received by a specific, specific person.
The second type of commercial offer is "hot", which is sent at the request of the client himself or with whom negotiations have already been conducted. Increasingly popular in Lately uses a commercial offer, designed in the form of a presentation.

The structure of the offer

It is desirable for each company to have its own quotation template.

Title. It plays a huge role, especially with a "cold" commercial offer. The title should be catchy, intriguing, attract attention as much as possible and make you want to read the letter in its entirety.
Offer. On the this stage it is necessary to arouse interest in the recipient of the letter with a potential benefit for him so that he continues to read the offer letter.
Belief. Here you need to convince the client that it is this product(service) he needs, and he must place an order through the company that sent the letter.
Limitation. Many people forget about this point, but it is necessary. On a subconscious level, it makes a person study the product more carefully (with a limit on the quantity of goods in the commercial offer) or immediately navigate the timing (if the commercial offer is valid only for a certain period).
Next comes the call. It should be short, but strong, calling for specific action.
Do not forget about contacts, indicate the most complete data.

Try to indicate in the commercial offer reviews on the work of the company, visual images, photographs.

And remember that a well-written commercial offer is already half the success!

Below is a standard form and a sample proposal template, a version of which can be downloaded for free.

Their varieties include the following types:

Individual;
Typical;
hotter;
cold;
Combined.

Each of the presented types meets its goals and is aimed at mass character or, conversely, at a specific potential client.

It is an individual letter that is one of the most common and most effective. Often, a commercial offer is made over the Internet and is formed by an experienced and highly qualified copywriter. The “stuffing” of KM is basically an extensive menu of services or goods that this particular person needs, and at that particular time.

Individual

Individual commercial letters are sent to each specific person, mainly for the appointment of subsequent negotiations or meetings.

Most often, it is advisable to make such an offer after a cold call., after which the person will already be prepared and will wait for the letter. An individual sales letter should contain a maximum of individual client information in order to establish the necessary connection between the company and the consumer.

ICMs generally begin with the phrase: "As you asked, I am sending you _____ ....". After two or three days, according to etiquette, you can call the client and discuss services or goods with him.

Typical

Typical or mass commercial offers are sent without specifying the personal data of the consumer, in a very large amount. Such a letter aims to interest the client as much as possible, to draw his attention to your company. Some of the benefits of this mailing list include:

Coverage of a significant audience at once;
A high level of saving time and effort for mailing and compiling CM.

TO negative aspects sample letter should include the following characteristics:

The person does not receive a personal offer;
Often the mail is sorted and sorted by the person who does not make the decision at all.

hotter

A hot type of commercial offer is sent to a potential client, at a time when there has already been a preliminary conversation or meeting, or phone conversation.Hot offer is a price list with a lot of visual information: pictures, diagrams, diagrams. Recently, hot sales letters made in the form of a presentation have become very relevant.

Cold

Cold emails are sent to a client who does not yet know anything about the company and its services, i.e. a client with whom no prior work has been done.

Many today call such mailing simply spam and it is very negatively perceived by consumers. And this is where experience and professionalism come into play, a specialist copywriter needs to compose a letter so that it touches the reader and interests him so much that he would not throw it in the trash or mark it as spam.

When sending out "cold" letters, you need to know that in no case should they be long and unreadable, literally one piece of printed text. This is characterized by the fact that the consumer was in principle in this moment not configured to receive any information, so it is unlikely to read more than 1, maximum 2 pages.

A feature of the "cold" offer is the mass mailing, and the disadvantages include insufficient customer attraction.

Combined

The combined commercial offer is one of the most universal, in mailing list. In such a message, it is necessary, on the one hand, to offer the client your unique service, and on the other hand, to make such offers, which certainly not everyone will refuse. For instance:

With our help you will save $5000;
We will help you increase your company's income by 40%;
With us, you can get 10 times more customers than ever before.

Thus, you can quickly and briefly convey to a person the maximum of his benefits of cooperation with this company. It is this company that will give the client what others cannot offer.

A combined sales letter should include the following main canons:

Favorable cost, really different from competitive companies;
Warranty or follow-up service;
Responsiveness and service provision;
Possibility of discounts and bonus programs;
Success and prestige of the company's brand;
Possibility of delivery.

All of the above characteristics should be presented in the most beneficial, even ideal combination.

In no case should you limit yourself in a commercial offer only to a description of the advantages of the product and its characteristics, it is necessary to offer a potential client several more important services.

Types of services for which they are compiled

Today, there are several main areas for the provision of services, in which commercial letters are often formed, among these:

Transport and transportation services;
Construction services;
Services of a lawyer or notary.

For the provision of transport services

KM for transport services apply to the following areas:

Operative transportation of cargo in the city;
Transportation of goods between cities/countries;
Transportation of passengers.

For example, a business proposal might look something like this:

“You urgently need to move things / furniture from city to city, from house to house and you don’t know who to contact? Do not despair! The company "S Veterkom", which has been on the market for more than 5 years, will take you from point A to point B in a matter of minutes. And most importantly - the tariff is minimal! … Do not delay, pick up the phone and call us, we are glad to see everyone!”

For the provision of construction services

The construction direction was, is and will be, therefore there is a lot of competition in this segment and it is necessary to make a commercial offer wisely!

So, the KM for the provision of construction services may look something like this:

“The construction company “My House” will creatively draw up a design plan for any room you have thought up, we will form the architecture of the building, quickly and efficiently complete the construction and interior decoration. Only we offer you a new bonus program- 5% of the cost of work! Hurry! Call! And you won't regret it!"

For the provision of legal services

“You are at a crossroads, do you need advice or legal assistance? Only our experts will help you qualitatively, quickly and most importantly - reliably! Our prices will pleasantly surprise you: find below - we will refund the difference to you! Sincerely yours, Director General of JSC "JurisT".

The primary purpose of the offer

A commercial proposal is written with one purpose - to sell a product / service. Actually, we can say that CM is the main tool of trade - advertising (but not advertising). It is important not just to offer a product, but to “hook” the client.

In competent hands, KM is a selling tool, but with unskilled handling, it's just a stupid waste of time.

There is one small trick, if the client finds it difficult to come up with a reason why they could refuse when they call again, it is worth saying that the fax does not work and try to arrange a personal meeting.

And that's it at the meeting to persuade the consumer to his side.

Design rules

There are several basic rules by which it is worth compiling it correctly:

It is recommended to issue it on company letterhead;
State everything without unnecessary water, only brevity;
It is mandatory to have the company logo and all relevant details;
In no case should grammatical errors be allowed;
All text should have a structure, no randomness in writing;
The text must be written in the same text, in a standard font;
In some cases, if necessary, you can insert illustrations and pictures, diagrams or diagrams, for greater clarity;
For an individual CM, a personal appeal is required;
Slang, abbreviations or abbreviations are not allowed;
You always need a signature at the end, and contact details.

Structure of the KP for the provision of services

According to the rules, the text of the KM has its own structure, which must be observed without fail.

header

The first words that carry the meaning of the commercial proposal should encourage the reader to continue studying the letter and not throw it in the trash. It is best to contact a potential client personally, this will always make you at least read the letter to the end.

If there was a previous telephone conversation, it is worth mentioning this and developing any topic raised in it.

Sometimes it is advisable to mention some quote from an international forum or congress, if, of course, the topic is related to the topic of sale.

Introduction

It will also be quite incorrect and rude to immediately praise the addressee or his activities.

It is worth being wary of rash phrases that can make the addressee put the letter aside.

You can mention a little about the history of the creation or development of the company, some interesting (!) Fact.

The essence of the proposal

Briefly and to the point describe the service, you should not describe all the little things, you need to leave a little intrigue.

There is no need to write in "abstruse" terms and concepts, having stumbled upon them, the client will simply throw out the letter.

It is necessary to give only useful and convincing facts and arguments.

It is definitely worth prescribing a detailed scheme of work and possible cooperation (who will do what and what kind of benefit, profit);

The order of work, diagrams, diagrams, illustrations must be placed in a separate application so as not to overload the CM.

Information about your company

Information about the company is simply necessary, but it is worth doing without listing the merits and "mythical heights". It is necessary to briefly and clearly state the facts about the company, for example:

Year of foundation;
Work experience;
Author's, unique technique;
Links to portals on the Internet;
Participation in promotions, events;
Real (!) reviews and thanks.

It's worth remembering one simple thing- everything that will be written is easy to check, therefore, in no case, you should not invent anything.

call

A call to action is required, such as call or meet, buy, etc. The style of presentation is clear and understandable, it is not necessary to describe any vague concepts and perspectives.

In no case should disrespectful treatment or condescending phrases be allowed.

Contact details

Contact details are a prerequisite for the CM, because in the case of an approved provision, the consumer will need to understand exactly how to contact the service provider.

Date of departure when drawing up a commercial offer and the term of its validity

Initially, it is worth making a list of potential customers and sending personal letters to the specified addresses. Before sending letters, it is worth double-checking whether the data is correct, whether there are any changes. If the letter reaches the company secretary, you can call and delicately clarify exactly when to expect a response.

After sending the CM, you should wait a few days - let the client read and think, but not for long (2-3 days), so that the consumer does not forget about the new service / product.

Any conversation, even with the secretary, must be exceptionally polite and professional. It is worth remembering that the secretary is the eyes and ears of the boss.

For a commercial offer, it is important to use three languages correctly:

Data;
Advantages;
Benefit.

Typical compilation errors

When writing a sales text, you should focus not only on the product, but also on the benefits for the potential customer.

It is very important to write a letter correctly in order to interest the client..

KM should be easy to understand and read.

Sample commercial proposal for the provision of services

For example, CM could be:

Date: "____" ____________________ year

To whom: __________________________

Participant_______________________

(full name, legal, actual, postal and e-mail address, phone number, fax number, full name, position and phone number of the responsible person, full details, including TIN, OGRN and OKVED).

After studying the direction and dynamics of the market, we ________ offer ______________________________________________________________

in the amount of ________________________ without VAT, in addition, VAT __________________ and the total amount with VAT _________________________________

(in numbers and words)

Without Advance (Advance _________)

Warranty period ______________ (months, years).

The presented commercial offer is valid until ___________________________

confirmed by the attached table and calculation (Appendix No. A):

No. p / p	Name of service	Unit rev.	Price per one.		Estimated number of services for the entire period of their provision	total cost
			Without VAT	In addition, VAT		Without VAT	In addition, VAT
1	2	3	4	5	6	7	8
Total
Total with VAT

If our commercial offer is accepted, we undertake to conclude an agreement in accordance with the attached draft agreement and provide services in accordance with the requirements terms of reference and request for proposals.

Position, full name (signature, seal)

commercial offer as efficient business tool, in a highly competitive service market, has been very popular in recent years. For its development, marketers, designers, copywriters, etc. are usually involved. This pleasure is worth a lot, but there is one tricky way that will allow you to compile this document without special costs. Enough to find suitable sample commercial offer and rework it a little for yourself.

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

Any commercial offer consists of the following sections:

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

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

A "hot" offer, as a rule, is sent after a meeting with a representative of a potential client. It contains unique benefits and conditions that are relevant to a particular potential buyer. The purpose of this type of proposal is to move on to negotiations on the terms of cooperation and the conclusion of an agreement.

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

When compiling a proposal, it is necessary to clearly understand and highlight the problems that the target audience has. A commercial offer can be considered successful or correctly drafted if, thanks to it, it was possible to convince the recipient that he needs the proposed product or service. For a commercial proposal to be successful, it is recommended that it meet certain requirements.

First, it should not contain grammatical and spelling errors. For writing it is useful to use professional text editors. They automatically check spelling and highlight words or parts of a sentence that are recommended to be changed. Moreover, in modern text editors there are special templates that can be used to design a commercial offer. Since the main task of such a document is to attract attention, it is allowed to use various infographics, drawings, diagrams, diagrams and similar illustrative materials in it, which facilitates the perception of the proposal and increases the likelihood of its acceptance.

Also important is the color scheme, which is used in the design of the document. First, the colors must match corporate identity companies, and, secondly, should not be defiant or unnecessarily calm. Do not make black and white documents either. They look outdated and won't grab the reader's attention (except for those who value content over form, but those are becoming rarer). It should be remembered that at present, a large flow of information falls on each person every day, so it is very difficult to process it. It is for this reason that the necessary data is packed into graphic materials.

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

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

Ready-made commercial offer samples

Service Quote Templates

Commercial offer templates for construction companies

Commercial offer templates for selling goods

Quote Templates in Word

Ready commercial offer for cooperation

Examples of a commercial offer for the sale of goods

Samples of a commercial offer for the provision of services

How to create a commercial offer

Write a commercial offer for the sale and supply of goods

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

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

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

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

4. Service. If the goods are technically complex, it is necessary to indicate how the buyer should proceed in the event of a breakdown or need for maintenance. Ceteris paribus, the buyer will prefer the product that he can either easily serve himself, or there will be a service center next to him.

Commercial offer for cooperation in business

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

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

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

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

Budget structures acquire transport services through tenders. Therefore, the commercial proposal should clearly indicate the possibility of compliance with all the conditions reflected in the tender documentation.

Make a commercial offer from a construction company

Potential consumer of services construction company, first of all, the price interests. Therefore, in the commercial offer it is recommended to describe in detail the possibilities for reducing it, and the reasons why this is possible (for example, due to the use of modern materials or unique technologies and so on). Pricing transparency is also important for the consumer, so at the end of the offer or as an appendix to it, it is recommended to include a table with a cost justification.

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

The reputation of the construction company is also taken into account by many customers when making a decision. You can confirm it with articles from newspapers, letters of recommendation, various awards, descriptions of already completed projects.

Features of the offer of accounting, legal and consulting services

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

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

High probability of a positive resolution of the client's dispute in the courts (for example, demonstrating their success in such cases);
Saving the client's costs on full-time staff by transferring part of the functions to outsourcing;
Full support of the client's activities, solving all his problems in a certain area, so that he is engaged only in the main activity;
Offering various bonuses that competitors do not have (advice on a number of issues for free).

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

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

Common mistakes when writing text for business proposals

The first mistake that many marketers make is to oversaturate the offer with data. They sincerely believe that it is important for the client to know everything about the product in order to take a balanced and rational solution. However, in practice this is far from the case. The behavior of the buyer or customer is rarely rational, rather it is emotional. Therefore, it is not worth giving a lot of information in the offer, it is much more effective to create the feeling in the consumer that the product or service will help him satisfy the need. This feeling greatly increases the likelihood of a subsequent purchase.

The second common mistake is excessive attention to a potential client. The compilers of the offer are scattered in compliments, describe all the successes of the client, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about the solution of his task or problem, so, of course, he will read about his successes with pleasure, but if he does not find an answer to his questions, then it is unlikely that he will contact such a company.

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

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

How to effectively complete a business proposal

The last sentence in the document is very great strength. A potential buyer is likely to skim through the text, but linger on the last paragraph or phrase. This is how human consciousness is arranged, and when drawing up a commercial offer, this must be used.

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

A fairly common option for ending a commercial offer is a message stating that specific managers are always ready to answer the client's questions, and their contact details are indicated. How to contact a specialist, of course, should be at the end of the commercial offer, but it does not in any way encourage a potential client to take any action. So, a commercial proposal should end with a call to action.

We can distinguish the following motives that can induce the client to perform the required actions:

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

Within each type of end of a commercial offer, it is possible to form specific formulations that will demonstrate its relevance and demand for the buyer. Thus, glancing at the final paragraph of the sentence, he may carefully read the entire text and subsequently apply to the company for a product or service.

Cover letter templates for commercial proposals:

If the quotation contains more than one page, or various additional materials are attached to it (for example, cost calculation tables, price lists with the entire range of goods, schedule marketing promotions, conferences or exhibitions), then a cover letter should be sent with it. It contains in a very concise form the main conditions and essence of the offer.

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

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

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

The following is a list of documents that are attached to the letter. Firstly, this is a document flow norm, and, secondly, it will allow the addressee to quickly find out which documents to pay attention to in the first place in order to make a decision.

At the end of the letter, you should thank the recipient for their attention and call for action (call the company, ask questions by e-mail, and so on). Rules, completion cover letters are identical to the recommendations for the closing phrase of a commercial offer.

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