What does the commercial offer include? Quote Template

The main task at the beginning of any business, and even when expanding one, is to be aware of the fact of your existence in principle and the nature of the services provided, the work performed, and so on.

In this case, it is difficult to do without the use of commercial proposals. How to competently and effectively draw up such an appeal, how and when to apply them - the question is far from being idle.

How to present your capabilities to the client

Let's conditionally divide the types of commercial proposals into two types - primary and final.

Primary sentence - from the term itself it is clear that we are talking about the first contact with a potential client. Depending on the results of the initial submission, the final one is formulated. Of course, the fact of sending such a document implies some kind of reaction potential partner for initial referral. This may be an initiative telephone conversation, a face-to-face meeting or a written response to a proposal expressing a certain interest in the subject of communication.

Initial contact with a potential client

By the time of distribution, samples of a commercial offer for each treatment option should be thought out and developed. The initial proposal is a written analogue of the initial communication with a potential client, when something is known about him, but he knows nothing about your capabilities. The task is to interest the future consumer of services in a brief and unobtrusive form.

Such offer clients - subject mass mailing. are sent to a wide range of potential consumers of the company's services with the initial presentation of services or works.

Primary appeals are characterized by a number of advantages:

• The development of commercial proposals is carried out according to a single model, designed for target audience. This approach provides advertising without spending a lot of money and time.
• A wide coverage of potential customers is quickly made - quick notification of a wide segment of consumers about the occurrence new service or a new service provider in the market.
• It is possible to establish direct contacts with many customers in the maximum short time thanks to a personal phone call. The right to such contact gives the initial appeal.

However, the initial proposals also have a number of disadvantages:

• The impossibility of a specific offer to the client, which can be generated only from the awareness of his personal needs and preferences.
• Most of the sent requests will not even be read by customers and will go to the trash. This is wasted money and time.

If for fifty sent letters you get connections with five clients, consider your actions successful. Sooner or later they will be effective.

final commercial offer

Such a proposal differs from the primary one in that it has the character of a strictly specific document sent to a specific person. Usually the direction of the second appeal is preceded by:

• one-on-one personal negotiations;
• initial telephone conversation.

This in itself is an important advantage. It becomes optional to "warm up" the client, the discussion can already go on specific issues and clarify mutual further actions.

Several rules have been developed to make the design of a commercial offer as effective as possible:

1. Samples of commercial proposals are developed on the basis of the collected information about a potential client, his need for services or works. Therefore, during the first communication, it should be clarified, at least as a first approximation, what goods or services the client needs, which prompts him to accept the offer of cooperation, what goals he pursues by accepting the offer, what kind of information he expects to receive.
2. The proposal for the text of the appeal should have the most specific content, it is better to work out several solutions to choose from.

Mixed quotation

This is the most perfect form initial contact with a potential client. It requires a more rigorous approach and involves preliminary preparation. It is necessary to collect primary information about the client's enterprise:

• to determine the person for the first person of the organization is not always effective, it is necessary to calculate the person interested in the proposals of your profile of activity);
• collect information about the main activities of the enterprise, make it clear to the client about the interest in cooperation;
• if possible, identify the problematic issues of the future client, sort out those that suit your profile and preliminarily work out several options for possible mutually beneficial cooperation.

Designed of this type will not be treated at random, they will demonstrate the seriousness of intentions and interest. It would be wise to think through and prepare samples of each type of quotation in advance.

Being able to sell a product or service is an art. The ability to correctly draw up a commercial proposal for the performance of work or the provision of services is an assessment of the ability of a manager of any level to be successful.

It must be remembered that the human brain is able to store no more than a tenth of the information received during the day. In this tenth part, there is a chance to interest the client. A poor-quality commercial proposal will lead to a loss of time, money and a client.

Ten Principles for Writing a Good Sales Proposal

1. Benefits Statement. When writing a proposal, you need to start by indicating the benefits that the client will gain by buying a product or service. To do this, you need to understand what problems the client is concerned about and pay attention to the possibility of eliminating or smoothing out their impact.
2. Determine the benefits that the client will acquire from cooperation. Formulate 6-8 benefits, even if they seem fantastic, and arrange them in the sentence in descending order of importance.
3. An indication of uniqueness. A potential client must immediately understand that only the proposed service can solve all his problems, that is, the proposed service or product is unique.
4. You are not for us, but we are for you. You should not praise yourself, pay attention to your usefulness to the client - he is not interested in your advantages, but in his own problems.
5. You need to sell the result. Relatively speaking, it is not a fishing rod that is sold, but the pleasure of fishing and outdoor recreation.
6. Your client is the best. It is necessary to convince the partner of his importance and significance.
7. Evidence. The most convincing thing about advertising is positive feedback from other customers.
8. Build action algorithm. The client needs to know exactly the sequence of actions for acquiring No "dregs" and ambiguities.
9. Push. Three days after your conversation, the client will completely forget about you, so you need to gently encourage him to take immediate action.
10. Ease of perception. Consider how to write a commercial proposal correctly so that it is concise, extremely informative and specific.

Commercial offer samples

Strictly speaking, giving specific samples is more harmful than helpful. When composing an appeal to a potential client, you need to take into account his problems and needs and your capabilities.

A commercial offer for the performance of work or the provision of services should not contain some typical errors.

The first mistake is that you cannot be sure that the client will not read a long letter. If you managed to interest him in the first few phrases, he will read it. The footnote "P.S." will also help. at the end of the text, oddly enough, it is also read first and it should also be interesting.

The second mistake is to slavishly follow grammatical rules. The text of the letter is best written in a conversational style, but without jargon.

Mistake four - claiming that your product is the best, do not provide evidence of this in the form of reviews and recommendations.

Conclusion

The importance of a properly drafted and executed commercial offer cannot be underestimated. The success of the organization's activities largely depends on this step, especially at the beginning of the journey. Sample commercial proposals are easy to find, but remember: they must be personalized and specific to the client. I wish you success!

A commercial offer is a document that contains an invitation to a deal. It can be addressed to one person, or to a larger group. Compreds, as they are called in professional jargon, are used for various marketing purposes: for selling goods, advertising information products, finding employers, etc.

Examples of commercial offers

It is believed that the preparation of commercial proposals is entirely the task of copywriters. This is not entirely true. KP is made up of directors, marketers, and sales managers. And you can too, since for this you don’t need to graduate from the Faculty of Philology or go through a dozen journalistic trainings. It is enough to know your project from A to Z and understand it strengths. If you are an author who expects to make a CP on order, you will have to find out information about the company and products from customers in advance. In order not to spend a lot of time on discussion, make a brief. In it, ask a series of questions, the answers to which may be useful. For example, many people ask about advantages, disadvantages, competitors, etc.

However, having information is not everything. In order for the CP to work, you need to know how to compose it correctly. We will devote the next 15-20 minutes to explaining this.

Types of commercial offers

In almost all specialized literature, compreds are divided into two types: “cold” and “hot”. It is important to distinguish between them because they have a different target audience. And, as you know, people are different from each other, and each needs its own approach.

• "Cold" CP is, in fact, a letter for those who see your brand for the first time. But no, this does not mean that you should send the document to just anyone. It is necessary to preliminarily prepare a sample of persons who may potentially be interested in the offer. For example, you want to write texts for money, so the first thing you do is send out a newsletter to digital agencies, copywriting studios, and SEO companies. You know that these places may be recruiting authors, and that some part will definitely respond to your message.
• "Hot" KP is sending a letter to the public that has already been prepared. Let's say the manager of the company talked with a person on the phone and intrigued him with favorable conditions or affordable price. The next thing to do is to send the potential client a killer commercial offer. There is more room for imagination here. If in a “cold” CP you need to do everything to keep the reader’s attention and, God forbid, not overload him with unnecessary information, then in a “hot” CP you can roam to the fullest. After all, if a certain person is interested in your brand, it is logical to assume that she wants to learn more about it.

There are other options for compreds. For example, the popular copywriter Daniil Shardakov mentioned an offer - a more complex type of business texts, closely related to legal subtleties. However, we will not focus on this. In order to successfully communicate with customers, at first there is enough knowledge about two types of CP.

How to structure a business proposal

Kompred has a lot in common with an ordinary selling text. If you have experience writing similar materials, it will not be difficult for you to master a similar direction. And the first thing you need to start with is getting to know the structure.

Another helpful post:

The structure of the CP is simple, clear and unambiguous. This is the moment when it is better not to reinvent the wheel. Practice shows that following simple rules helps to collect more responses than unbridled creativity. Therefore, let's look at how to make a commercial offer as complete and effective as possible.

1. Title.

The importance of the title cannot be overestimated. It creates the first impression of any text. A person, looking at the name, immediately decides what to do next - to read with interest, or to click the red cross in the upper right corner. Therefore, you should add the best that you have in store to this short phrase.

Experienced copywriters are advised to indicate benefits in the title. This applies not only to compreds, but also to other marketing texts. Another idea is to add intrigue to the title, which will immediately hook you and won't let go until the end. However, this is not suitable for everyone. If you feel that your creativity or sense of humor is not enough, it is better to stop at the first option.

2. Lead (first paragraph).

World-famous copywriter Joseph Sugarman taught us the slippery slide method. Its essence is to instantly arouse the reader's interest, and then maintain it until he literally begins to fly through the text. Based on this principle, the first line should be the strongest, and the rest of the sentences are designed to accompany it.

A commercial offer lead is a great option to practice creating a slippery slide. Start with the strongest possible argument, and then throw in less significant, but no less interesting phrases.

Most often, a lead starts with:

• description of the problem (“Have you tried a dozen shampoos, and the dandruff is still not gone?”);
• a direct indication of a solution to the problem (“Our methodology helped 200 new IT specialists find a job in two weeks!”);

Sometimes the first paragraph is based on the answer to some objection, but more often this point is left for last. It is also rare for a lead to start with emotional passages. To use the last technique to its full potential, you need to feel the mood of the audience very subtly. If you have little experience so far, use more proven and stable options.

3. Offer.

The most important, but at the same time, the most difficult part of the compred. An offer or is literally an offer for a client. The response to the CP depends on how far it hits the point.

Most often, the offer focuses on the following things:

• favorable ratio "price-quality";
• additional free service;
• discount or gift that comes with the purchase

It would seem much more banal. However, finding out the pains of your target audience is not such an easy task. First you need to create an image of an average client. What is his gender? How old is he? How much does he earn? What is he interested in? What do you want to get from cooperation? Don't skimp on the details. Such a psychological profile will help you understand what hypothetically can arouse interest in this person, and how you can move on. For example, you will not seduce a top manager with the most low prices in the city, and a simple housewife - the elitism of the trademark.

By the way, here you can connect real people. For example, if the average representative of your target audience is a woman aged 45+, talk about the advertised product with your mom. Believe me, you will learn a lot of interesting information firsthand.

If you want to delve deeper into the topic, read:

4. Benefits.

For that matter, some copywriters don't set aside a separate block for benefits. They casually mention them in the title, lead, offer - and this is enough to captivate the client. However, if you feel like you didn't say everything you wanted to say, put it in a separate paragraph. You can directly and title it: "Benefits from cooperation." Or: "What do you get from working with us." And then write the statement in a numbered or bulleted list.

5. Working out objections.

Every client wants to know that his money was not wasted. Alas, among them, only a few have time to meticulously check every fact from the life of a particular company. Most will close the link at the first sign of distrust. To prevent this from happening, give readers what they want.

Objection handling usually involves:

• enumeration of regalia;
• availability of documentary evidence of success (diplomas, diplomas, certificates, etc.);
• answers to burning questions that may arise;
• justification of the reasons why people should take advantage of your offer

To correctly answer all questions, rely only on the facts. Do not fantasize, do not sing praises to yourself and do not “yak” - this scares off.

6. Call to action.

As a rule, the call to action does not contain anything special. Just invite you to call back, write an e-mail or contact in another convenient way. Do not insist on ordering or buying - it's not time yet. KP is just a step towards business communication, therefore, at first, do not demand much from the client.

By the way, since you are calling a person to something, do it boldly. Forget about the words "may", "would" and "maybe". Such weak constructions show that you yourself are not sure that you should be contacted. Write "call the number back", not "you can call back".

Do you send out commercial offers, but customers do not call? Or did the boss set the task of writing a CP, but there are no ideas? Then we study the issue, look at examples and learn how to create the right commercial offer, the result of which is not sent to the customer's trash can, but is reflected in the increasing sales figures of your company.

A commercial offer (CO) is an offer of services provided by one company to another organization or to a specific person. The category of services can include consulting, and the sale of a specific product, and training of the organization's personnel, and the creation of a website, and an offer for the supply of building materials.

Interaction with the client is a certain chain of actions that must be completed before he makes a purchase decision and pays the bill.

Companies that sell a certain product create their own websites, hire managers to call customers, send out offers, create and send product catalogs, develop presentations, and participate in exhibitions. Each of these actions performs its functions in common system sales, pursues its goals and must achieve certain results.

The commercial offer in this chain also has its place and performs specific functions:

• drawing attention potential client to the service provided by the enterprise;
• formation of interest in the information presented in the document and in the proposed product;
• stimulate the desire to purchase the product.

By and large, a commercial offer is an information occasion that can be discussed with a client, which means that it is a method of “opening doors” to a potential partner’s company.

Types of commercial offers

CP sent to customers on different stages sales, differ in goals and expected results.

It is directed to completely unfamiliar potential buyers with whom the sales manager has had no prior contact.

Its main characteristics:

• standard text for customers with an emphasis on offering a product or service;
• short in volume, and, as a rule, created on one sheet;
• sent in bulk, which resembles spam mailings.

Such an offer will “hook” those customers who have a need for the product even before they receive the letter.

"Warm" KP

Such an offer is sent after a preliminary call to the client. As a rule, the conversation was short. To finish it faster, it was easier for a potential buyer to request a commercial offer than to listen to information about a product that he does not need yet, or simply does not have time to communicate.

As a result, the sales specialist sends a letter to the potential client, referring to the agreements reached over the phone. By and large, this is still the same “cold” client, but the first contact has already taken place with him. Based on the results of sending, it becomes possible to call again and clarify whether he is ready to discuss the information voiced in the proposal. This gearbox is individual, unlike the "cold" version.

If at the time of the second call of the manager the client did not read the letter, then you can specify the date and time of the second call. So the client begins to get used to communication with the manager. If he is at least a little interested in the text of the proposal and arranges communication with the “salesperson”, there is a chance to continue the dialogue.

"Hot"

All clients are different. The needs of each of them are individual: for some, the product itself is important at a low cost, someone wants to receive the product and delivery, and others focus on the quality of the service or product.

At the moment of communication with the client, in the case of properly built communication, the manager receives information about the specifics of his needs. And if this happened, then the sales specialist has every chance to make an individual commercial offer that will hit right on target. In this case, it is restructured, specific accents are placed, since it is clear which target group the potential buyer belongs to.

The same option is sent if the client has initiated a request for a commercial offer to the company. Often in his address, he clarifies what exactly interests him.

Features of the "hot" offer.

1. It is sent individually to a specific person or employee of the company, and his name is indicated either in the body of the cover letter or in the proposal structure.
2. It can be more voluminous, placed on two or more sheets or in the form of a presentation.
3. The discussion organized by the manager after the client has read the proposal is more substantive and constructive.

Here is an example of a PO that can be sent after discussing all the details of cooperation with a partner.

The structure of the offer

A commercial offer is built according to a certain scheme. Each part has its own tasks. Managers who create this document need to think through each of its structural elements.

The offer includes the following sections:

• title;
• offer;
• belief;
• limitation;
• call;
• contacts;
• P.S.

header

The first thing a client sees in a commercial offer is the title. It will take no more than 20 seconds for a person to read it and decide whether to send the letter to the trash or read the entire document. If cold offers are sent to customers, then the headline is almost the only chance to interest them.

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.

With a selling KP, even those managers who do not know how to sell earn money

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 offer 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.

1. 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.
2. 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.
3. 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:

• Letter subject, which motivates him to open, but does not resemble spam: "We called you yesterday ...", "Here is what you asked for ...".
• Offer beneficial for the client. It may not be beneficial for you. This is normal at the 1st stage of sales.
• Mini-description of the company - 2, 3 sentences about what you do (can be omitted if the illustration explains it).
• Accurate answers to questions: “why write (need a reason)”, “why me”, “what is my benefit and yours”, “what are the conditions”.
• A few lines about money. When a person receives a CP, he must know exactly how it will change. financial position or the position of the company 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 print, then we have half an 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.

1. 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.
2. 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.
3. 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.
4. Innovation. Even when the product has a slight advantage or interesting feature production, then this should be told 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 the darkness 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 become easier for managers to sell thanks to strong advertising material, you will have the results of a marketing audit on hand (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, promotional offer, target audience, but also the market situation. 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 graphic design, but I will also make the 2nd version of the KP 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.

1. Ask questions about the finished commercial offer. Wrote a KP and are 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.
2. 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.
3. 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.
4. 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.
5. Draw up a commercial offer graphically. First, it will grab the attention of the recipient. Secondly, an intelligent 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,

Especially for our readers, I have prepared samples of competent commercial offers that can be downloaded in Word. So if you were looking for examples of a commercial proposal, then you came to the address

Hello dear friends. Alexander Berezhnov is with you and today we will analyze in detail the issue of writing a commercial proposal.

For several years of running entrepreneurial activity I have had to draw up a commercial proposal more than once, and friends from time to time turn to me for help in compiling a selling and effective commercial offer.

The article will consider the topics of design and content of a commercial offer, the psychology of the client's perception of your commercial offer, as well as personal chips and developments with explanations.

Let's start friends!

1. General recommendations for writing a selling commercial proposal

This article-instruction for drawing up a commercial proposal will contain a maximum of practical advice with clear examples. At the end of your acquaintance with her, you will have ready system for writing a CV, which will not take more than 30 minutes of your time.

No water, no bullshit. Go!

Practice shows that “cold” commercial offers no longer work, especially if they are sent in the form of spam without prior notice to the potential client.

Therefore, “warm” commercial offers work. By analogy with "cold" and "warm" calls.

Further, we will talk about compiling exactly “warm” CPs, since I see no reason to send out the same information to everyone. Indeed, in this case, you are not only not familiar with the person to whom you are sending it, but also do not take into account the specifics of the activities of your potential client’s company.

Formulation and structure of the commercial offer

The CP is drawn up in one page, in some cases - a maximum of two. With the right approach, the whole essence of your offer, including the benefits of the client, brief information about the company and contacts, can be placed on just one sheet.

Today, people, especially entrepreneurs or officials (commercial offers are mainly drawn up for them) do not have a lot of time and are unlikely to read more than 2 sheets of A4 paper.

If we are talking about a classic good commercial offer, then it looks like this (from top to bottom):

• a cap;
• title;
• main part;
• contacts.

Your CP must have a hat with the company logo or symbol(picture) of the item you are selling.

Sometimes people ask me if it's worth making a sales pitch that stands out too much, for example, using colored paper (if it's a physical version) or bright colors and outrageous pictures (for an electronic version).

There is no single answer here.

You can divide your customers into two groups, one send a bright and eye-catching CP, and the other a regular one and look at the response. Here it is worth considering that any conclusions can only be drawn by sending a large number of commercial proposals, for example, 50 or 100 to each group of your potential customers. Otherwise, your statistics will be heavily blurred.

2. 5 simple steps for compiling an effective commercial offer on the example of selling advertising services of the electronic business magazine HiterBober.ru

In order to see in practice how a commercial offer is made, I decided to write it for our electronic business magazine HiterBober.ru which you are reading now.

At the same time, you will be able to follow the steps of how the CP is compiled. There will also be illustrations and explanations.

An important condition that must be met before starting to draw up a CP is an established warm contact with your potential client. That is, you must know in advance which company you will send the CV to and what is the name of your addressee.

Begin!

Step 1. We analyze our client

To know in what style to write a commercial proposal, to indicate in it the right benefits for your potential client, you need to analyze it.

First of all, we will analyze its problems and needs, since our product or service will solve them.

In our case, the offer for a potential client will be advertising in the HeaterBober.ru business magazine in the form of a banner, a review, or a mention in the target article of the products or services of our advertisers.

Let's think logically. Who might be interested in our offer.

We position our business magazine as a platform with instructions, recommendations and interviews for aspiring entrepreneurs.

At the beginning of the first step, we simply have general idea about our potential client and blank form commercial offer.

In our case, the form looks like this:

Important point!

Suppose that we have already found a certain company “Easy Start in Business” on the Internet, contacted it and found out that its leader Nikolai Ivanov was interested in cooperation with our business magazine. Now he is waiting for our commercial offer by e-mail.

We also know that the profile of the company "Easy Start in Business" is conducting online training webinars and trainings on organizing your business on the Internet.

At the end of the first step, our commercial offer will look like this:

Step 2. Compose a catchy headline WITH NUMBERS

The title of your CP is the most powerful tool to attract the attention of your potential client. In our case, such a header could be the following:

100,000 of your potential customers are already ready to pay for training at Easy Start in Business!

Let's now figure out why the title of our commercial offer is exactly like that?

It's simple, now our business magazine HiterBober.ru is visited by more than 100,000 people a month. Considering that these are people who are interested in earning money and starting their own business, it turns out that all of them are, one way or another, potential clients of our fictitious company “Easy start in business”.

I think that if you were the head of this company, then such a headline would not leave you indifferent. :)

Also, the phrase “already ready to pay” further fuels interest in our commercial offer.

And everything is logical, if these 100,000 people came to our website in order to open their own business or get an idea for making money, then in fact they are READY to pay for really high-quality and structured information that will be given at the company’s online webinar “Easy Start in business".

And the figure of 100,000 specifies the potential revenue from sales of webinars.

For example, it would be wrong to write the title using the phrase “a large number” and the like instead of the number 100,000. After all, big is a subjective indicator and everyone understands it in their own way.

And here the head of the company can immediately figure out the calculation of potential profit - that same sales funnel.

For example, if 100,000 people saw his offer, 1% went to his selling website, that is, 1,000 per month, and out of a thousand, another 3% bought services, that is, 30 people, while his average check is 5,000 rubles, then the potential revenue per month will be:

30 people x 5000 = 150,000 rubles. Then it is quite logical that he can spend 15,000 rubles or 10% of potential revenue on advertising per month.

Moreover, if out of 100,000 people who visited the site and saw its offer, at least 3 people buy participation in the company's training (15,000 rubles), then advertising will pay for itself.

Now our commercial offer with a title will look like this:

Step 3. We speak with the client in HIS language and HIS words

We proceed to the preparation of the main part of the commercial offer.

Before sending your potential client the electronic file from the CP, I recommend that you write a short introduction-preface to the commercial offer, where you must definitely mention the problems and wishes of the client, that is, talk with him about him, about his company, about his tasks .

This is a simple psychology, and just an attentive and respectful attitude towards your partner (potential advertiser).

This is how it might look like:

This is the introductory message you will get before sending your CP.

Step 4. Describe the main BENEFITS of the client from cooperation with you (your company)

Now let's move on to the facts and benefits of the client, or describe here what the potential advertiser Nikolai asked us to do.

Facts about the electronic business magazine HiterBober.ru:

• has been online for 3 years;
• attendance of more than 100,000 people per month;
• all content on the site is of high quality and completely copyrighted, with visual colorful illustrations;
• the magazine has a clear and loyal target audience (beginning entrepreneurs), a large number of reviews of the site's articles speaks for itself;
• successfully acts as an advertising platform for companies and individual entrepreneurs interested in getting new target customers.

Your benefits from cooperation with HiterBober.ru business magazine:

1. Your advertising message will hit the target, because your potential customers are our large readership;
2. You will get a lot of high-converting clicks to your landing page due to the high traffic of our resource (more than 5,000 people per day);
3. We will select the individual location and format of advertising on the site to increase its effectiveness (advertising review, banner, mention in the target article);
4. You will save the budget with long-term advertising (clients who place ads for a period of more than six months receive a 15% discount);
5. Your product, service or company will become recognizable throughout the Russian-speaking Internet. This will increase the credibility of your potential customers and increase passive sales.

1. Advertising review (article) about your products (services);
2. Mention in the form of unobtrusive (hidden) advertising in our feature articles;
3. Advertising banner in different parts of the site;
4. Individual or combined options for advertising (negotiated individually).

Here we list the range of our services. Separately, you can also send the client links with examples of ads that he requested, as well as a price list with prices.

At this stage, our commercial proposal will look like this:

Step 5. Encourage the client to take action

This step is kind of closing the sale. Here we should write something that will prompt our potential client to call you as soon as possible. To do this, you can even come up with any trick on the go, as long as it turns out to be effective. But, whatever you write, it should ultimately bring additional value (benefit, benefit for the client).

For example:

Call us within 24 hours and as a gift you will receive 1 month of free placement of your ad in the target article.

For example:

Alexander Berezhnov, Client Relations Manager of business magazine HiterBober.ru

Phone: 8-919-739-52-33;

e-mail: [email protected]

Skype: berezhnovalex1988

As a result, we came up with the following commercial proposal:

It is not overloaded with unnecessary information and the client knows that he can get other details from the contact person indicated for communication.

Now you know how to quickly make a good commercial offer according to all the rules in just half an hour.

At the end of the article, I wrote several commercial proposals myself.

You can download them below.