Service offer. A sample commercial proposal for the provision of services from an experienced marketer. Legal and consulting services

IN Lately an instrument in working with potential and existing partners is increasingly a commercial offer. Samples of commercial proposals for the provision of services - transport, medical, construction, accounting and others will be considered in this article. Here are some tips for compiling this kind of advertising.

What it is

As a type of sales texts that motivate a call to managers or a trip to the office, samples of commercial offers for the provision of services of any plan are a very common phenomenon today. If a person, having familiarized himself with this list, performs one of these actions, this will mean that the compiler has achieved his goal. Since this is a rather subtle and tricky business, despite the fact that it looks very simple, not every manager will be able to master it, and therefore there are numerous samples of commercial proposals for the provision of services (although they do not all and not always work, since specific circumstances).

But main goal drawing up this document is always the stimulation of the client to complete the transaction. Normal communication with potential or existing partners is very different from the specifics of a written request. And therefore, samples of commercial proposals for the provision of services will be in demand for a long time. This is extremely capacious and at the same time the most concise information, where the main aspects are emphasized.

How it's made

In working with partners, there are two types of commercial offers. With potential clients - non-personalized, that is, "cold", which can be offered to absolutely everyone. For example, a commercial offer for the provision of transport services.

A very small number of people never experience the need for transport, most likely they never do. A "cold" version of a commercial offer cannot exceed the size of the text of one page in any way, since it simply will not be read.

specifics

Another option is a personalized appeal to a specific business owner, company director or top manager. It is unlikely that at least one template of a commercial proposal for the provision of services will fit here, since you will have to pay attention primarily to the content, and only then to the structure and design of the appeal. There shouldn't be too much text! The ideal option is two or three pages (however, there are industries where even ten is not enough, and this again indicates the impossibility of using samples in some cases).

If you plan to work with new and fairly large clients, you need to carefully study their procurement regulations, and then, based on this information, build your own commercial offer. It will certainly turn out exactly the way the future customer wants it to be, that is, effective.

Attempt at writing

If a manager makes a commercial offer for the first time, he cannot do without studying the samples, examples are definitely needed to understand the form, to understand the essence. It will take a lot of time, and efforts will have to be made remarkable. First of all, after studying, it will become more clear how to develop the content itself, what must be included there and what is not, and also to identify what needs to be brought to the fore. Only someone else's experience can quickly explain how to make a commercial offer for the provision of services. Examples of such work are presented below.

Commercial offer for the provision of legal services, you can find anything - and related to civil law, and specifically with real estate, and with inheritance. Some of them can serve as almost ready-made proposals: fill in the required lines with your own data on the type of services provided, change the "cap" with the name of the company, that's all.

Audience

The commercial offer determines the success of the entire business, it is one of the most important documents of any company. And it’s not at all so important whether the manager will use a ready-made template for a commercial offer for the provision of services or make it up on his own in accordance with his understanding of the sales problem, in any case, first of all, he will need to determine to whom this offer will be sent. Hence the indispensable changes in the very structure of the document. That is, the most important composition target audience.

These can be completely different people, so the appeal should be drawn up accordingly. For example, a commercial offer for the provision of construction services may be intended for young families to provide budget housing or for people who have already taken place who need a place to relax, that is, the construction of country houses and cottages. Or, for example, children's park services are offered differently than small business lending services, where in the first case the target audience is parents, and in the second - start-up entrepreneurs.

Goals and objectives

The main, and sometimes the only purpose of any commercial offer is the sale of this service. That is why every letter, every stroke of the document should be aimed precisely at this: to interest a potential client so much that he makes a purchase. Already with the first line to be read, you need to hook the client's interest, like a hook, forcing you to read the sentence to the end. If this first step is successful, then the possibility of attracting a new partner is quite real.

The whole structure of the document should work towards this goal, all its components. Whatever the form of a commercial proposal for the provision of services, it will always have three main parts. The beginning is a short and necessarily attention-grabbing phrase. Further, the whole essence of this commercial offer, set out brightly, briefly and succinctly, with the involvement of images, using different fonts and colors. And the conclusion of the document is such that the client was simply forced to continue communication.

Structure details

There are a number of mandatory provisions regarding the form of a commercial offer. Firstly, a header with the TIN and KPP data, the company logo, its contacts - telephone, postal and email addresses. Next - an indication of the addressee to whom the letter is intended. Name, that is, an indication that this letter is a commercial offer. Date of compilation and number of this document.

A very important point is the indication of the number of the outgoing document. A self-respecting company always maintains an internal document flow, and, for example, a commercial offer for the provision of accounting services with an outgoing number will inspire confidence in the decency of the company, its business qualities.

Further in the document it is necessary to indicate the conditions and possibilities of payment, as well as installments, terms of delivery of services. If the commercial offer is intended for the regions, then it is recommended to attach the entire list of services and the conditions for their delivery.

Document appearance

All positions must be numbered and provided with a short name of the service with the cost of each unit. It is not in vain that they say that it is better to see once than hear a hundred times, so pictures are needed - photographs or diagrams depicting this species services. Technical specifications are also relevant in this case.

At the very end, the document must be certified by the seal of the organization and the signature of the responsible person. And next - the specified period of this commercial offer, that is, its relevance, as well as the relevance of the prices indicated above, and the reserves for the provision of this service. The document ends with the contacts of the responsible manager.

Kinds

Commercial offers can be basic, that is, sent out in large quantities and compiled in a single unique form. Thus, attention is drawn to a hitherto unknown company, the target audience is expanding. Among the advantages of the basic proposals is that a large territory is covered, managers' time is saved, and among the minuses - that there is no personal proposal, and it is highly likely that a person who does not make any decisions will read the letter. And it depends only on him whether this document will go further up the career ladder. Basic mailing is good if one service is offered that is interesting to the widest range of people: water delivery, website development, and the like.
There are also "warm" commercial offers. They are personal because they are sent after a cold call, for example. The advantage of this type of offer will be that at least it is already a little awaited. Here, an important nuance is that the preliminary identification of the needs of the client is simply necessary. And, for example, a commercial offer for the provision of security services is drawn up if there is information that this potential client has either weak or no security. It is recommended to start the letter with the phrase "At your request, I am sending you ..." or "Continuing our conversation, I am sending the following ...", but the main thing is that in a few days you can already make a second call and specifically discuss the terms of interaction.

The most common mistakes

A commercial offer will not be effective if it is not competitive, if it is sent to people who are clearly not interested in it, that is, it is compiled without taking into account the needs of this target audience.

Sometimes managers do not draw up a commercial offer very well, there are even cases when it is impossible not only to analyze it, but also simply to read it. Or they make another very common mistake: they only consider their own product, and there is no specific proposal in the document, and the benefits for the buyer are not indicated. It also happens that a commercial offer is made in a heavy, hard-to-read style.

What matters is not the quantity, but the quality of the text. The volume should be very, very moderate, it is not necessary to indicate everything at once, the most requested data should be put at the forefront, and it is better to remove all unnecessary words, since they distract the reader from the motivating information for which the document was drawn up.

Offer - "catchy section" - this is what is offered to a potential client, essential element document on which success depends. Here, when compiling, you need to take into account the following: efficiency, favorable prices, additional services, deferred payment, discounts, guarantees, the prestige of the company, the availability of versions of the service and high results. Experienced craftsmen manage to combine several of these starting points in one sentence.

A commercial offer is a presentation of a service (goods) for the purpose of its implementation. Successful provision of services directly depends on a well-written and sent business proposal. Use one of the good examples of this document to create the right commercial proposal that causes an explosion in sales.

Commercial offer: author's creative

The commercial offer (CP) ideally should contribute to the explosion of sales. First of all, a competent author is selected. The finished commercial offer is evaluated by the leading specialists of the company. They leave their comments on the last page of the proposal. Perhaps the author will have to finalize the document, taking into account all the comments of the customer.

Let's list the stages of drawing up a commercial proposal for the provision of services.

Preparatory work (gathering information about the service and potential customers, the choice of the author).
Registration.
Coordination.
Making possible amendments.

The selling commercial offer is made up by employees of the marketing department of the organization. If there is no such department, then the execution of the document will be entrusted to the leading specialist of the company. It is possible that the employee has no experience in compiling selling texts. Do not despair: a creative approach, together with the desire to sell a service, will help you write a decent business letter.

If the situation with a creative approach in the company is at zero, then you are in an advertising company. For money, of course, you will make a wonderful commercial offer. But you will miss the chance to independently launch a project for the implementation of enterprise services.

How to compose

An example plan looks like this:

Introduction. The main idea is why a business letter was sent to the customer.
Main part. Offer the terms of the deal, describe all the benefits of cooperation with you.
application (if applicable). All are reflected here Additional Information which explains the content of the sentence. A reference in the text of the proposal to the presence of the application is required. The application itself indicates its belonging to a specific commercial offer.

Think about how you can interest the client in your service. Answer the question for yourself: “Why should the customer read this commercial offer?”. Try to cover the situation as a whole, and not one-sidedly.

Information about the service for the customer

Briefly indicate information about the selling company itself.
Attach an assortment list and prices.
Describe the services.
List the terms of service.
Term of service provision and warranty obligations.
Wishes for further cooperation.
If possible, attach additional visual material about the service provided.

Making a document without errors

It is worth focusing on GOST R 6.30–97 (relevant in 2017). It lists 29 details that the selling company can use in a commercial offer.

Do not clutter up the text with unnecessary props. It will only tire potential customer. It is unlikely that he will want to read your proposal to the end.

The correct form of the CP

The choice of form depends on specific situations. In some cases, it may be wiser to first notify the customer orally (by phone or during a business meeting). Personal contact will give you an incomparable advantage in describing the characteristics of your services. Demonstration of videos, visual samples, photos, special editions is welcome. In addition, by the behavior of the customer, you can immediately see how much you are interested in him with your service.

Even if nothing is ordered from you, it will be an invaluable experience for correcting your commercial offer.

The second version of the form is written. Shipping method: normal and Email, fax machine. Two forms (written and oral) can be used in parallel and separately. In any case, it is worthwhile to calculate in advance the option of notifying the customer about your service. Collective work in this case will play the role of "brainstorming", which will make it possible to foresee possible scenarios as much as possible.

Structure

Approach the issue of the structure of the commercial offer with the utmost seriousness.

Post useful information about the proposed service.
Interest the customer when reading the information.
Encourage the counterparty to place an order for the service.

Table: how to arrange the structural elements of a sales letter

Structural element name	Description and layout
Intrigue (some secret)	The whole secret is in the title. Intrigue the client - there is a chance to read the letter to the end. Condition - the title should be beneficial to the client. Example: “Dear Pyotr Petrovich! Already today you can save 40% on payment for communication”.
Approach to the client's problem	Attention! The "I-approach" is cancelled. Turn your face to the client's problem. Show how you can handle customer challenges. Example: “Dear Ivan Nikolaevich! Your profit will increase up to 60% in 15 days of using our service for…”
Solution to the customer's problem	Approach to the client - on an equal footing. In no case do not personally belittle your company and do not beg for an order. Briefly and clearly tell the customer about how you will deal with his problem. Example: "We will carry out all work on the improvement of the office with responsibility."
Benefits for the customer	A very important block in the text. Do not skip it and do not fill in information about your service. Example: "We are guaranteed to reduce the cost of your coolants."
Your Benefit Arguments	Lots of exciting approaches. Choose the one that suits your topic and your personal benefit. Example: "In winter - 25% discount", "-50% savings in the first month of use."
Price Description	The customer must clearly understand how the price of the service is formed. Omissions and undeveloped options will play a cruel joke - the customer will not take your company seriously. Sales secret: in one commercial offer, place a description of one service. In extreme cases, for the benefit of the customer, you can add a related service or product. Example: "When ordering two air conditioners - free refueling during the year."
Arguments in favor of your prices	Only specific example benefits. Mathematical calculations will only work in your favor. Example: "1 thousand rubles of savings per hour of work."
Contacts + call to action	Example: "Call us and we will answer all your questions." Be sure to provide real contact information (phone, email, fax, etc.). The more contact options, the better.

This is the classic form of sentence block arrangement. They can be interchanged and partially removed from the text. On your part, the main thing is to take the place of the client and understand what the problem is and how to help solve it. Then the question of the correct structure of the text will be removed by itself.

In the course of writing a sales copy for your service, try to mention the benefit to the client at least three times. It would be appropriate to do this in a block about some intrigue in your offer and about the benefit for the client.

How to avoid mistakes when filling out a quotation

So, you sent a commercial offer and expect a flurry of calls to order a service. After a while, you realize that something has gone wrong. Let's deal with typical mistakes when preparing a sales offer.

Sample commercial proposals for the provision of services

Sample commercial proposal for the provision of computer services.

Sample commercial offer for the rental of special equipment.

Sample commercial proposal for the development of design products.

How to draw up a commercial proposal for the provision of services for cargo transportation.

Sample commercial proposal for the provision of services for cleaning roofs from snow.

We write to a foreign partner

Let's start by choosing the writing language. If you are fluent in the language of the country of the addressee, then it would be logical to use it. If there are difficulties in writing the text in the native language of the recipient of the letter, then it is better to use English. You will decide for yourself whether you will write a proposal using your company or contact a specialist in high-quality translation. There is one thing - the first impression. Try not to spoil it immediately with a distorted style of presentation. Therefore, it is not worth saving on a commercial offer.

Rules for writing text

Choose a presentation style (for example, business).

Use short and medium length sentences without complex turns.
Proper division into paragraphs will facilitate the visual perception of the text and set a certain rhythm.

The position of the letter text along the left edge of the page.

Letter header. In the upper left corner, the sender's data is indicated, and in the following order: first name, last name, first name, office or apartment, house, street, city, index, country.

Destination. The name, company, with a new line the address of the company is indicated.

Specify the date of departure in the format date/month/year (for European countries) or month/date/year (for the US). To avoid confusion, you can write the date in a more detailed form: October 10, 2016. Please note that in Russian the date is written with a dot (10/10/2016), while in English the date is written with a slash (10/10/2016).

The manner of addressing a foreign partner. Please note that a comma is placed after the appeal, in no case an exclamation point.

The structure of the main text. The first time you contact me, you need to introduce yourself. Subsequent letters begin with an expression of gratitude.

Specify the purpose for which you are applying.

If an attachment is attached to the letter, please indicate this.

Sample business letter on the English language given below.

How to send a quotation

Thinking about how to send a letter is before composing. The following conditions affect the submission option:

availability of confidential information. In this case, priority is given to regular mail;
the volume of the letter. One - two pages can be sent by regular mail, fax. It is more expedient to send the volume up to 15 sheets by e-mail.

It is better to agree on the sending option with the recipient of the offer. Perhaps some method of obtaining is not available for him. Do everything for the convenience of the customer.

Attention! Do you want to know how not to make a mistake in choosing a supplier of goods (services)? Study our recommendations indicated in the article "".

Actions after sending an email

The conditions of modern reality indicate that it is not worth waiting for a call from the customer. The entire initiative to promote the service is up to the seller. Gently and unobtrusively, the client should be led to purchase. The first step - sending a business proposal - is done. Next, we recommend doing this:

Check with the client (for example, by phone) whether the commercial offer has been received, whether everything is clear and legible. In the same call, arrange the next call. As a rule, it will take 1-5 days.
Do not forget about 30 seconds, during which you have to "hook" the client. Therefore, we are talking only on the merits. Good conversation starter: "I can help you increase your sales." This is the universal goal of enterprises. And because there is a chance that the customer will listen to you carefully and ask questions.
You call back in 3-5 days and ask what questions the client has after reading the offer. Check if collaboration is possible. If the client does not have any questions, they can be modeled to the seller of the service. For example, ask a question and answer it yourself: “Our customers were interested in what is the benefit of cooperation with our company?”. In a detailed answer to your own question, you will conduct an additional presentation of the service.
If the customer is this moment not ready to make a deal - agree when you can call him back to inform you about new promotions in your company. You can send an additional commercial offer after a while. If offers are sent out via email, then information about your services can be updated systematically (2-3 times a month).

When implementing services, it is worth focusing not only on personal profit. Only mutually beneficial interest will allow your company to reach a decent level of sales. A successful commercial offer works on the principle of a hook from which it is very difficult for the client to break.

This term has a rather extensive description, but most often it is interpreted as a kind of mechanism or tool in the hands of the entire organization as a whole (if viewed from a detailed prism, in the hands of the company's marketer).

Each company has completely different commercial proposals, however, there are several areas that such proposals encourage.

Dear reader! Our articles talk about typical ways to resolve legal issues, but each case is unique.

If you want to know how to solve exactly your problem - contact the online consultant form on the right or call by phone.

It's fast and free!

One of the fundamental factors is the full-fledged purchase of a particular product, but it is often difficult to convert the entire flow into just one action, therefore, in such cases, the essence of a commercial offer is blurred into some important motivating actions, from talking on the phone to visiting the official website of the enterprise.

From the foregoing, it can be summed up that offer is a document that encourages a person to do something. It is worth noting that it is this aspect that shows all the skill of the organization's marketer in line with increasing sales or capital turnover of the entire production as a whole, a significant part of all sales of a product or service depends on it. Most often, a commercial offer is a type of print advertising, a discount on a particular product, and so on.

How many commercial offers is the norm

Now you have an idea about this type of offer, but the small question remains: “How many commercial offers should be?”. The answer to this question can be easily obtained from a kind of dependence, the more the better, however, you need to do it so that it does not come at a loss to the company, otherwise you can fly into the "bankruptcy" column.

Also, it is worth noting that the proposals must be inspired in order to grow, change into a more preferable form along with the organization and its product line or service.

But at the same time, it should be different for each face in order to look for the best approach (blur, a good property in order to take control of the entire range of incoming faces), a small the financial analysis, which will show almost all the hidden approaches to potential customers (with the hard work of a marketer on a commercial offer, everyone becomes a potential client).

Kinds

One of the first and most popular types is typical gearbox. It is designed for a huge mass of people who most fit the organization's target audience template, so an individual approach is not possible here. Most often, this type of KP is a banal mailing list with a price list and related services, it is worth noting that large-scale corporations perform this operation quite often, and even make different offers for certain areas of goods in order to conveniently maneuver among the price tags of competitors and customer preferences.
The most appropriate type to send to each person is individual commercial offer, is most often carried out on the Internet and is written by an experienced copywriter to order, so that the CP is unique and brings subsequent profit to the company. As the name implies, an individual CP is written specifically for that piece of the target audience that can bring highest income. The content is an extensive menu where you can easily find out all your questions about a particular product.
The next commercial offer is thermal, or as it is also called, hot CP. Its meaning lies in the instant sending of this document, but only after a certain action, most often the role of such an event is played by the desire to buy goods, namely a call to the organization, negotiations with consultants, and so on.
However, there are also proposals that are completely different from the previous one, namely cold CP. Its principle is quite elementary, you don’t need to think through anything thoroughly, you just need to send a document containing important features(price, product description, etc.). On the Internet, this action is called a completely ordinary word - spam.
The latest commercial offer is combined CP. It combines all the most appropriate features of a cold and warm CP, thereby obtaining a form that is used when the client hesitates (i.e., being on the verge of choosing or rejecting a particular product).

Personalized commercial offers

Personalized CPs are exactly the offer that carried out exclusively according to the strict individual criteria of each potential buyer. This type can be used only by those people who have communicated with a future potential buyer for a sufficient amount of time. All this is done so that the client is 100% likely to leave with any purchase, otherwise all efforts will go to waste.

Non-personalized commercial offers

Non-personalized CPs are a huge mailing to the entire target audience, which is divided into general groups in order to make it as comfortable as possible to analyze these actions. The main goal pursued by such a KP is to interest as many customers as possible, after which other types of offers come into play.

Writing rules

As in all areas of activity, this one also has its own small root algorithm that can be used as an instruction for writing.

The fundamental step in all undertakings is the collection of the necessary information. This is where you should start, collect the maximum useful information about goods and various services.
Bright and to some extent speaking headlines, they should push a potential client to read further information.
Completely remove the description of the company in the text, except for the main title, so as not to clog the text with any information necessary for the user.
Use as often as possible words such as "you", "your" and so on. Thus, you are praising the person to some extent, and people are greedy for flattery.
The last point is such an aspect as writing in a language understandable to others. You don't need a lot of professional terms, they will only aggravate the mental relationship with the client.

How to write a commercial offer online

Creation of a commercial offer world wide web not as difficult as it seems. It is written according to an absolutely identical algorithm with writing a CP in reality. More opportunities appear in the online sphere, namely, you can insert any video or picture, or you can make the whole letter to the notes of Vivaldi. It is sent in the same way as a letter or as a whole file to the mailbox of a person in order to present everything written individually.

Examples

Now the most elementary examples will be given for a complete picture and consolidation of the material. It is worth noting that for each service sector, something new should be done, suitable specifically for this type.

An example of a commercial offer for the provision of transport services

Did you have an unplanned move or urgently need to transport things to a completely different point in the city? You do not know what to do in this situation? No opportunity in the form of your oversized car?

No problem, transport organization"WHITE WIND", which specializes in cargo transportation, will help you for a small fee. You will get high-quality "teleportation" of items to another location, as well as pleasant conversation with our guys, as well as a full refund of the price of any item if it breaks or fails.

Number: _________

Call, we will be glad to everyone.

An example of a commercial proposal for the provision of construction services

The construction company "Stroy s Mind" offers you the following list of its services:

Drawing up a full-fledged architectural plan of the future structure.
Importation of high-quality construction products from time-tested suppliers.
And finally, the careful erection of a building.

During this time period there is a discount of 5 percent of the total cost, hurry up!

Phone: ___________

P example of a commercial offer for the provision of legal services

Do you have any legal problems? We will help you solve them, however, now you have a question, why should you choose us? Everything is quite simple, a full-fledged answer is based on three arguments:

Small price tag compared to many other companies.
Quality services, which can be seen by looking at the reviews.
Full return Money if our work does not suit you.

Sincerely, Alfred Yakov Yakovich, CEO LLC "Lawyer and CO"

Selling without effort is difficult, but possible. To do this, you need to know your Client / partner and make a profitable for him commercial offer at the right time. Examples of such offers can be found below.

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

Even those managers who do not know how to sell earn with a selling KP

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

To whom should the CP be sent?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the addressee calls immediately?

Below you will find examples of commercial offers.:

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

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

VZHUH and you are at the most interesting place:

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

Words don't sell. Sells information. To collect a base, write a selling commercial offer, you need to know everything about the Client, the product / service and the situation on the market in general or in the region. I'll show you how it works in one of my examples. Until then, theory.

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

a complete understanding of the target audience: what kind of person this is, what his head hurts about. The narrower the segment, the better, for example: "heads of vegetarian restaurants";
offers for the target audience that will increase income, self-esteem, solve a problem in business or simplify work - will bring real benefits.

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

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

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

Base of potential clients

Customer base CANNOT be bought, collect on sites and catalogs of company registrations blindly, especially when it comes to companies. Because you won't recognize your potential customers.

Sites and directories indicate the general address that the manager views. In most cases, the manager does not care how much the company earns and he has clear instructions about commercial offers - in SPAM and delete!

Benefits are of interest to owners, individual entrepreneurs and hired leaders. We need only decision makers (DM).

Work with sites where there are management contacts or mail "for commercial offers"

The right options for collecting email base for commercial offer:

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

3 tactics for working with the base

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

We call the decision maker before sending a cold commercial offer. The task is not to sell a product or service, but to communicate with a person. Is he interested in this problem and topic. Listen to the answers and write them down. Arrange for the dispatch of the CP.
We call the decision maker after sending a cold commercial offer, if there was no answer within 1 - 2 business days. We say something like: “Sergey, hello! On Monday, they sent you a KP, but YOU didn’t answer anything ... ”. Task: find out if the person received the CP, if so, write down what they didn’t like. We are trying to close a person on a deal.
We send a CP to the collected base and play Hachiko.

Use only options 1 and 2 when testing the CP. 'Cause that's the only way you'll get feedback and you can edit your offer. This is extremely important when you did not communicate with potential clients before writing a CV. Sometimes it turns out that the benefits and conditions are not of interest to any decision maker. We will have to return to work with the target audience and the proposal.

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

Commercial offer - selling composition

Imagine the Client as a busy person. He doesn't want to read anything. He does not care who you are, and from what company. And worse, he doesn't like you. Because you want to sell something. Your KP is a personal insult.

Anger at mercy will change if the commercial offer contains:

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

Put all these meanings in the overhead, title, subtitle, illustration (caption to it) and the offer, broken down into understandable messages. When the recipient has seen his benefit, then he begins to read. The trap will close.

Information that the client wants to see - (PM). They close objections, answer the Client's questions in a way that captures the imagination, makes them read and think about the proposal.

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

An example of the structure of a quotation - the screen "PI"

I use this structure in 6 out of 10 cases. It is simple, works and the cost of a commercial offer of 1 - 2 sheets is comfortable for individual entrepreneurs and small businesses.

Top (1 screen):

overhead + phone + logo;
illustration and caption;
title;
subtitle;
an offer of 4 - 6 benefits, which are divided into 2 columns;
the strongest argument (we highlight it: with a frame, color, special icon);

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

First Quote Screen

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

what will be discussed;
why did you write to him (understandable context) ;
what are its benefits;
why you need a service / product.

The ideal condition if you know the name, position of the recipient, the company to which you are sending the quotation. Then, together with the overhead, we write a personalized message: “Vasily Pavlovich, hello! This is beneficial for construction business and works” or another motivating phrase for reading. You can tell what you are doing.

Structure is needed, but selling information is more important

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

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

Send a commercial offer by EMAIL using the HTML format. In this format, landing pages that do not have transitions between pages can be sent to the mail. The conversion is higher, but it is inconvenient to print a document from this format to show colleagues / management.

CP Structure (Persuasion Screen)

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

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

Sell NOT with words, but with meanings.

What to use for persuasion:

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

Second Quote Screen

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

For a "cold" client Is it 1 or 2 contact. The person doesn't know anything about you or the offer yet. Close a potential client for a call, consultation, give a link to a selling page, website or video where there is more information.

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

For a "warm" client- this is a selling material that gives answers to questions and motivates to buy. Send a commercial offer with a full set of selling points. This will at least facilitate the task of further sale, because there will be a reason to call back. And as a maximum, the Client himself will call to buy.

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

you or you? If you know the name of the recipients and refer to it, then you write correctly. However, no one forbids always writing you (the illusion of a personal appeal), except for the rules of the Russian language, but they have a mediocre relation to the work of a copywriter. If only they bought, but we will write at least obscene language. No studies have been conducted on the effectiveness of "You, you".

We got to the examples!

Examples of a commercial offer for the supply of goods + 4 ideas for a commercial offer

Selling goods is more difficult than selling services. There is always a competitor company that sells the same thing. Work and logistics have already been established with it. Changing the supplier does not make sense when everything suits you. The problem is solved by the specifics of business in Russian, the situation on the market, a cool bonus and innovation.

Business in Russian, this is when there is a supplier, but he makes the whole management nervous. Because it behaves like a monopolist: it breaks deadlines, raw materials or goods are at a C grade, and when it comes to resolving issues, then negotiations drag on for months. commercial offer with the best conditions- this is the most common way to throw salt on the wound and sell painkillers.
Market situation. When a Turkish missile hit a Russian plane, many goods flew under sanctions. At Russian companies there was a chance to get rich. It was a golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 other prohibited products for import. Such moments need to be caught and CP prepared for them.
Cool bonus. Copywriter Claude Hopkins was not selling a product, but a bonus. He sold advertisements for the Client's pies, and only then the mixtures for the production of pies "Cotosuet" (raw materials). And it all worked in tandem. When you say to a manufacturer in Russia - help your partners sell goods by providing them with advertising information, then people point blank do not understand WHY. They say: "We are manufacturers ...". The curtain.
Innovation. Even when a product has a slight advantage or an interesting production feature, it should be mentioned in all promotional materials and, of course, in the CP. Have you seen the new Skoda Octavia 2017? They slightly changed the headlights, the radiator grill and sell the car as a unique product. Take a cue from automakers - focus on innovation.

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

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

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

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

Check out some examples of sales pitches in your niche to see how direct and indirect competitors are selling. So you get selling information and find out. Make the best offer!

Do CPs work? They work. Here are examples of commercial offers with proven payback:

Sample commercial proposal for the provision of services

Services are easier to sell. Because information is easier to find on the web. When you know exactly what the service is for and who the target audience is. Difficulty in advertising. After all, the service sector is developing rapidly and there are plenty of competitors.

The product can be tested by buying a small batch or by seeing the test results if it is equipment. The value of a service is found in its effectiveness. For example, let's take the creation of a commercial offer.

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

How to sell a service:

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

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

Examples of commercial proposals for the provision of services

Selling services is easier, but you need to give maximum selling information.

Ask questions about the finished commercial offer. Wrote KP and satisfied with themselves. Do not hurry. Let the material lie down for 1 - 2 days, and then look at it with a fresh look, putting yourself in the place of a potential client. Remember that you hate the person who sent the CP.
Test, and then do a mass mailing. Even if 100,500 selling points have been collected, and the target audience has been worked out for a long time, do not send a CP throughout the database. Never! Make a sample and send 1/5. Thus, you predict the result.
Play NOT with words, but with benefits. This hurts copyAuthors. Fascinating words, vivid expressions and juicy statements - bullshit. Where, where, but in the KP, specifics are needed, facts that sell moments and subtle persuasion, and not a demonstration of a rainbow and singing like a nightingale.
Master the delivery algorithm. An advertising tool is just a tool. They need to know how to use it. If the commercial offer goes not to the decision maker, but to the manager who liked the cats during work, then he will continue to like the cats by deleting your offer. There are exceptions, but Russian office reality is harsh.
Draw up a commercial offer graphically. First, it will grab the attention of the recipient. Secondly, a sensible designer will correctly break the text, so if there is a problem with the structure, then this jamb will be fixed. Thirdly, graphic illustrations can set accents.

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

With me you can with detuning from competitors, fresh ideas and support to sales. I will develop for you the text of the commercial proposal and draw it up graphically. Within 5 days you will have a powerful advertising tool,

The company uses, the more it is able to attract new customers and the easier it is to keep old ones; This is an indisputable truth that does not require special proof. It is regular reminders of oneself, especially in the face of fierce competition, that help to stay afloat - they are no less important than the correct interaction with supervisory authorities and the search for influential business partners. But the mere desire to make an intriguing commercial offer for the provision of services or work is not enough: the document must have a verified structure, be well-written and focused on the target audience.

Usually, a representative of the company itself is involved in the preparation or provision of services; in this case, it does not hurt him to use ready-made templates from the Internet as an example. Below is a guide to creating the perfect commercial proposal.

Rules for drawing up a quotation for the provision of services

The main requirement for cooperation or cargo transportation is literacy. It is very likely that his addressee is far from being an expert in the field of the Russian language and cannot appreciate all the delights of the letter, however, every typo or stylistic mistake he finds will help reduce the credibility of the sender, and, as a result, refuse to cooperate with him. Do not neglect the pre- and post-press check of the commercial proposal for the provision of services: given the small volume, it will not take much time, but it will help not to lose a valuable client.

The next criterion for a quality proposal is just brevity. The recipient of the letter, whether it be a secretary or immediate supervisor, is a busy person who does not have time to study a message typed in small print on several sheets. Standard volume or relating to the provision of services - from two to three thousand characters without spaces; less is possible, but more is not recommended.

Important: The size of the message can be increased if it contains explanatory or attention-grabbing images, graphs, charts or tables. Each such additional element should be provided with an explanatory caption; in general, a commercial offer for the provision of services containing pictures and other informational components can be “expanded” to three to four thousand characters without spaces, but in any case should not take more than two A4 pages.

The writer of the letter should remember that this is not a list specifications products and not a complete price list, but only advertising material, the purpose of which is to attract the attention of a potential client and force him to contact the sender for more detailed information; if we are talking about a regular customer, the appointment of a commercial offer for the provision of services is to notify him of innovations, bonus promotions or changes in the company's pricing policy.