Ready commercial offer. Quote Template

Welcome to the business and finance magazine Rabota-Tam.

The popularity of business commercial proposals (BCP) is not unreasonable, if we take into account the performance indicators of such documents. In addition, today search services are simply torn from requests from users of the format: “How to make a commercial offer correctly?”. Actually - no way.

Yes, because the commercial offer is a kind of Olivier salad, which has various cooking options: from sausage with peas to hazel grouse with capers. And each of these recipes is called "wrong" language does not turn.

However, now we still dot the “and” so that you can write an impeccable business proposal in accordance with the high standards of modern marketing art!

So, a commercial offer is one of the many types of advertising text that is drawn up in the form of a business letter or official appeal. Due to its simplicity and effectiveness, it is certainly the most popular way to attract the target audience of potential consumers. And also an equally common tool for interacting with regular customers.

Business proposals are of several types:

• "cold";
• "hot";
• standardized.

It should be understood that each of these variants of the CP must be written taking into account the form, structure of the letterhead template, as well as the circumstances and goals that can be set not only by the compiler of the letter, but also by the receiving party.

"Cold" commercial offer

"Cold" commercial offers are sent out impromptu. Therefore, the recipients of such letters are unprepared customers who perceive the CP as spam. But even he can have a response, although the probability of reflection on the part of the recipient is quite small.

Let's simulate the situation. For example, the organizers of the regional sports day did not take care of the purchase of sports uniforms for the participants of the competition. There are only a few hours left before the start of the event. And then, out of nowhere, a letter arrives with the title: "Express delivery of sports uniforms at prices from the manufacturer." This is where a potential client will probably closely study the saving CP, and then place an order.

But this is just an exception to the rule. Everywhere, the fundamental functions of the "cold" KP are reduced to the distribution of interactive advertising. In view of this, you have to arouse consumer interest in reading this document. How to do it:

1. Come up with a catchy and catchy headline.
2. Emphasize the attractiveness of the CP by correctly compiling the offer.
3. Motivate the addressee to take action towards mutually beneficial cooperation with the help of marketing techniques.

We will discuss each of these elements a little later.

Important! An ideal example of a "cold" quotation should not exceed 1 A4 page of printed text only and 2 pages of an illustrated template.

If you have additional information, it is best to state it in a cover letter. And in no case do not write "novels" in the style of Leo Tolstoy, business people simply do not have enough time to read them.

"Hot" - a personal commercial offer

A personalized commercial offer differs from a “cold” one in that the client receives such a document only after an official request or preliminary verbal contact. Those. the guarantee of reading a personal letter is prohibitively high, so the main semantic load should fall on the offer and the motivational component, and the title may be of secondary importance.

In turn, the complexity of drafting "hot" commercial offers is burdened by the need to adjust the text to the individual needs of each customer.

For example, if during a conversation a client was interested in the advantages of your organization over competitors' firms, write about the advantages, allocating the lion's share of the KP form for this structural element.

Standardized commercial offer

In fact, a standardized business proposal is one of the types of "hot" quotation. However, due to its strictly regulated structure and methods of influencing the customer, it falls under a separate type of business letter.

The thing is that a client can attach a standard form to an official request, which limits the compiler in terms of describing goods and services, principles of cooperation, advantages over competitors, etc.

In standardized quotations, dry numbers play a decisive role: value for money, warranty service and contractor experience.

It will not work to write something on your own initiative, because the attached sample form is designed to filter out marketing information that is unnecessary for market monitoring.

In such cases, the only thing you can do is offer the lowest price. It is enough even to make a 1-5% discount in order to have a significant chance of winning the competitive selection.

Transmittal letter

Above, we have already touched on the topic of the cover letter. It serves as an addition to the business proposal, pursuing the following objectives:

• familiarization with the main document;
• proportional distribution of large amounts of information.

Moreover, the cover letter may contain attachments: price lists, descriptions of the terms of cooperation, invitations to trade shows or any other marketing activities.

Secondly, with the help of an accompanying notice, you can also remind yourself and indirectly encourage the addressee to study the template of the original document.

Quote samples and templates

Better to see once than hear a hundred times. You can't argue with that. Therefore, here you can not do without samples and templates. However, never repeat the classic mistakes of irresponsible authors of commercial offers - 100% copying of information or 50% compilation from two sources. After all, if stolen content is exposed, who then wants to cooperate with a company that has proven itself in this way?

In 79% of cases, the client makes a purchase only after looking at 6 to 14 offers - such data is provided by Denis Kaplunov, an expert in writing commercial proposals. We will tell you how to make an effective CP so that the client chooses you from a dozen competitors. As a bonus, you will be able to download commercial proposal templates, and also learn how to simplify their distribution using a CRM system.

What is a commercial offer?

A commercial offer is a business letter to customers advertising a product.

• Cold commercial sentence used for mass mailing to new customers.
• Hot KP is intended for those who have already been contacted by phone, e-mail or in person.

Why do companies write CPs?

• Present a new or updated product (in the second case - with a demonstration of improvements);
• Inform about promotions, sales, individual offers. A distinctive feature of such a CP is restrictions on the validity period or quantity of the product;
• Thanks for a previous purchase, asking for feedback, and subtly suggesting a different product. The client is already familiar with the work of the company, and it is easier to push him to a new deal;
• Invited to the presentation of the company or its product.

Commercial offer: what should contain

Denis Kaplunov, copywriter and CP development specialist In his book The Effective Sales Proposal, he outlines the main components of a proposal:

• title;
• Offer;
• Sale price;
• Call to action.

Let's figure out how to correctly compose a commercial offer - section by section.

Email header

Lead

Examples of how to write a lead CP:

1. To put pressure on an important problem for the client - a lack of customers, competition, a lack of ideas for new products.

If you want to double the number of clients in your fitness club in 2 months, then this information is for you.

2. Draw a picture of a brighter future when the client's problem is solved.

Imagine that your hotel is packed to capacity all year round, and room reservations are booked months in advance.

3. Mention a key benefit of the offer or highlight customer results.

With us, you can reduce the cost of maintaining accounting documentation by half in the first month.

4. Intrigue with the novelty of the product - it always attracts attention.

Especially for the New Year, we offer a novelty - our branded sweets in gift sets, and much cheaper than when buying separately.

Offer

Offer (from the English offer) is a specific offer, the heart of the KP. It should contain a brief description of your product with key features as well as customer benefits. You need to explain to the client why he should buy from you and not from competitors. So, you need to show what else you can offer besides the product:

• Discounts (seasonal, wholesale, holiday, cumulative, pre-order or prepayment, etc.);
• Efficiency and availability of service and / or delivery;
• Convenient payment (installment plan, credit or deferred payment, combination of cash and non-cash payment, settlement through payment systems);
• Several versions of the product with different prices.
• Present. Coupon for the next purchase, free equipment setup, a set of Christmas decorations for the New Year. Accompanying gifts work well: blinds when buying windows, a lock when ordering a door, etc.
• Product warranty, its free maintenance.

Important nuance: in order to make the CP as attractive as possible, do not lie to customers and do not promise the impossible. This tactic will only hurt in the long run.

Price

Most importantly, point it out. Otherwise, most potential customers will go to competitors, not wanting to spend time figuring out the cost. Further, these figures need to be substantiated. If the cost is significantly lower than that of competitors, this is already an excellent argument. If not, find something to stand out. These are all the same discounts and bonuses, product guarantee, speed and quality of service, gifts, exclusive.

Example

Our taxi services are 5% more expensive than competitors, but we have a child seat in each car and you can transport pets.

For expensive complex services, a detailed breakdown of the components of the package, as well as a detailed calculation that demonstrates great benefits for the client in the future, works great. Another effective technique is price splitting in terms of a short period of time.

Example

A month of using a cloud-based CRM system on the Start tariff costs 1,100 rubles for 5 users - it turns out 220 rubles per month for each. And if you immediately pay for access for six months, then you get a 20% discount, that is, access for each employee will cost only 176 rubles per month - this is only 6 rubles per day. Agree, a ridiculous amount for a program that automates business processes, integrates with mail, telephony and SMS mailing services, generates analytics and helps manage a business.

Call to action

Here you need to specify what exactly do you want from the client: order, call, write, follow the link, visit the office, provide contact details. To rush a person, write down a limit on the term of the offer or the quantity of the product. Or you can save some benefit for last: promise an additional discount or free shipping when ordering right now.

How to write a business proposal for cooperation

How to write a CV for cooperation? By analogy with the offer of goods! If you want to offer your professional services, prepare a tempting commercial offer.

The standard cooperation proposal template includes five blocks.

1. Email header. To prevent the letter from getting lost in a dozen promotional offers, write your real name and indicate how you can be useful.
2. Lead. Tell the customer what problem you can solve. A lead is not the place to list your regalia. The first person who is interested in the customer is himself.
3. Offer. Tell us about your experience and how you can help the client. A great option is to provide cases so that the customer can evaluate the results.
4. Price. Don't hide your rates, be direct about them. If you understand that you are asking for more than other professionals, explain why such a price is justified.
5. call. Invite the client to contact you in a convenient way: give links to social networks, a phone number or mail. Offer to keep your contact, even if the service is not yet required.

Best Selling Proposals: Examples

We have selected for you samples of commercial proposals that are of high quality both in form and content. Download quotation templates, study and adapt to your products.

A commercial offer is an ideal tool for working with old partners, and such an offer is also used to find new partners. From our article, you will learn in detail about the specifics of commercial proposals: the rules for drafting, mistakes that can be made, get useful information, as well as examples of proposals and templates.

What is a commercial offer?

Often a company thinking about expanding its client and partner base chooses commercial offers as the main tool. Conventionally, commercial offers can be divided into 2 types:

• personalized, sent to a specific addressee and containing a personal appeal inside. The main advantage of such offers is that the client involuntarily begins to feel involved in your company, he is pleased that he will receive an offer with a special discount or bonuses on an individual basis. Of course, he should not know that several dozen other people received a similar letter.
• non-personalized also called cold. It contains impersonal information, is not directed to a single person, but is designed for a wide range of consumers. Such a proposal also has disadvantages, firstly, the lack of a personal appeal summarizes information, reducing the degree of client interest. Secondly, the offer can be read by a person who will not make a purchase decision (secretary, middle manager, relative, etc.).

Any type of commercial proposal will help you achieve the following goals:

• Attract the attention of a potential client/partner.
• Arouse interest and desire to purchase goods.
• It will help the buyer decide to make a purchase or order a specific service.

Taking into account these decisions, a commercial offer is developed, but the principle of its "work" is similar to the operation of a conventional advertising campaign. Naturally, the textual content of a commercial offer is 50% of success, if you create a personalized offer, then you need to pay great attention to the paper and even the envelope in which it will be sealed. Usually, in order to attract the attention of the client, the offer is supplemented with a company logo or focuses on corporate colors.

Structure: we compose a proposal sequentially

The standard structure of such a proposal consists of 5 main parts. Let's look at them with examples.

Title and subtitle

• Headline, which uses a catchy phrase and, if possible, a corporate logo.
• A subheading that defines the service or product being offered.

How right?

Example #1

• Headline: How to reduce the cost of a click in Yandex Direct while maintaining a CTR of 40-50%?
• Subtitle: IT company will cut cost per click by half in 10 days, increasing CTR by at least 10%.

Example #2

• Headline: Courier service "Minutka" will deliver your order from the cafe so quickly that the dishes will not have time to cool down!
• Subtitle: Hot lunch delivery service for employees directly to the office.

Example #3

• Headline: Italian Express Courses: 100% Refund If Your Employees Can't Speak Italian After 3 Months!
• Subtitle: A special service for the preparation of personnel for the arrival of foreign colleagues, foreign business trips, documentation.

Example #4

• Headline: What to do if the contractor missed the deadlines, and there is no time left for the interior decoration of the apartment?
• Subtitle: Company "Remont M": we carry out finishing work in a short time and give a 10% discount.

How wrong?

• Title: LLC "Stena": we will build it as for ourselves.

• Subtitle: The Stena LLC has been engaged in construction work for more than 10 years.

Block information and benefits

• A block that attracts attention and provides advertising information about a product/service.
• Benefits that a partner or client will receive from cooperation with your company.

Wrong

The courier service "Minutka" has been on the market for these services since 2010. Only positive feedback is left about our work, we have more than 500 clients, but this is not the limit. Our service cooperates with the companies Technotrade LLC, Autoservice 100 and others. We are the best delivery service in our segment:

• Large car park.
• We cooperate with a large number of cafes and restaurants.
• We provide discounts for regular customers.

The cost of our services depends on the number of your employees, the distance of the cafe from your office and other factors. Contact us by phone or email for more details!

In KP there is no "pepper", there is no intrigue and that very "candy" that attracts customers. Be sure to use more numbers, tempting phrases and sentences that will make a person read the letter to the end and call you.

How right?

Courier service "Minutka" offers to organize meals for your company's employees. Hot lunches in the office are not only saving material resources, but also increasing the efficiency of your team. Why waste time looking for a cafe, because the Minutka courier service will bring hot dishes from any restaurant or cafe in Nizhny Novgorod within 30 minutes.

5 reasons why you should contact the courier service minute:

• More than 15 organizations of Nizhny Novgorod use our services.
• We work 744 hours a month, taking orders day and night.
• We cooperate with more than 25 food outlets of different price categories.
• The service has its own fleet of vehicles and the latest equipment that allows you to receive and deliver orders within 30 minutes - 1 hour.
• If you find food delivery cheaper, we will make a personal 20% discount for you.

Review: Our company does not have its own canteen, so we have been cooperating with the Minutka courier service for more than 3 years, we are satisfied with the quality of their work and the speed of delivery. We are often given discounts, sent an extended list of cafes and restaurants with which the courier service cooperates. Our employees are satisfied, we express our deep gratitude to the Minutka service for delicious meals and prompt delivery!

Sincerely, Anna Kovalenko, Director of Recruitment at Latest Technologies!

Shall we cooperate?

Here are your available contacts, address and phone number, you can add the logo of the service.

What is the purpose of the commercial offer?

All advertising tools have one goal - to sell, to sell profitably. And no matter what tools you use, a cheap calendar or an expensive offer on laminated paper should attract the client and arouse his interest. Therefore, all the efforts of the person who makes up the commercial proposal should be concentrated on the competent presentation of the benefits of the purchase, which even the client who is “out of touch” will see.

If your potential client reads the offer to the end, then this is a success for the company, which can bring profit and new customers.

Tips to help you write a business proposal

To create a “selling” commercial offer, you need to take into account a few tips that make the offer more interesting for a potential buyer:

• More specificity and clarity. Avoid vague phrases and vague sentences, you need to place specific information about the product or service on 1 sheet, which will clearly reveal its advantages.
• When compiling, do not make logical, semantic or technical errors that will immediately scare away customers.
• Provide only true information. If the client does not receive the promised bonus or product, then he will have a worse impression of the company.
• Be sure to indicate special offers that you can guarantee to the client.
• Stick to the structure and fill the offer with confident phrases. Your confidence will be transferred to the client, stimulating him to place an order.

Rules for compiling a commercial offer: determine the goal, audience and other parameters

Before compiling a commercial offer, it is necessary to analyze the target audience for which the document is intended. You must realistically assess the desires and possibilities of the potential audience in order to make a good offer.

Checking after compiling

After compiling a commercial proposal, it is worth conducting a short test check by quickly glancing over the finished letter. Does it solve the client's problem? Does it have patterns? Is everything listed? Several such checks can be carried out, believe me, all the “verbal” husks will be eliminated, and only useful and effective information will remain on paper.

Several tools can be used to validate a proposal:

• Ask your co-worker or friend to read the proposal. Let your friend evaluate the offer and say whether he would make a call to your company or not. What is important here is perception, understanding of the topic (even if the person is completely unfamiliar with your product), the desire to call.
• Read the text, discarding all epithets. For example, the phrase “our best hair dryer in the world” sounds simpler and easier without superlatives, ceasing to look like a schoolboy essay.

Just like that, you subtract a commercial offer, saving it from worn-out stamps and really ridiculous phrases. Then give it to a printing house or a designer, and you will receive a CP ready for sending. But what to do next with ready-made proposals? Let's find out together!

Examples of ready-made commercial offers: photo

If you don't have someone on staff with experience in sending out such offers, then you will probably have to hire one. Fan mailing or courier delivery is a delicate science that requires certain skills. But the situation will be facilitated by the use of your own or purchased customer base with potential buyers.

Prestigious companies have a client base formed over the years, so there should be no problems, but a young growing business does not yet have a large number of clients. What to do? You can buy, but they can slip you a dummy with "dead souls" (non-existent email addresses, for example) or sell a base with a non-target audience. For example, a car salon will give its base to a cosmetics store, what's the point?

Summing up

Compiling and sending commercial offers is difficult, really difficult, if you want to get real results. In order for such a “promotion” to bring benefits, be sure to contact professionals or acquaintances who at least once in their lives have been involved in the preparation of commercial proposals.

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

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

Varieties of commercial offers

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

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

​

The structure of the offer

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

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

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

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

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

A commercial offer is the main sales tool. It is with a commercial offer that a potential client begins to get acquainted with your product or service. And the success of all work on the transaction depends on how correctly the commercial offer is drawn up and delivered. A commercial offer differs from a price list or a regular product specification in its purpose, which is not so much to inform the client about the product or service offered, but to encourage him to buy the product or use the service.

Commercial offers can be conditionally divided into "personalized" and "non-personalized". Personalized are addressed to a specific person and contain a personal appeal. Non-personalized - designed for a wider and impersonal audience of recipients.

Regardless of the type of commercial offer, the author must clearly understand the target audience for which the text is oriented. Before compiling a commercial offer, it is recommended to determine the needs of your audience, what may be of interest to them, to attract attention. Often the most common mistake is to replace the real needs of the target audience with the author's ideas about the needs of potential customers.

After the needs of the target audience (TA) are clarified, you can proceed to drafting the text of the proposal. A commercial offer must consistently perform 4 main functions of an advertising message:

1. To draw attention
2. Arouse interest
3. Awaken desire
4. Stimulate purchase

It is in accordance with these functions that the text of the commercial proposal is formed. It is desirable to place a visual image in the "header" of a commercial offer that would attract the reader's attention. Often, this function is assigned to the logo of the sending company. Therefore, the logo should first of all attract attention.

The typical structure of a commercial offer is as follows:

1. Title offer and graphic illustration
2. Subtitle clarifying the subject of the sentence
3. The main text of the offer
4. Advertising slogan, slogan, call
5. Trademarks, sender details

Functions of Structural Elements

• The title and illustration should draw attention to the text, interest a potential client. This is the core of advertising and the most powerful message to the buyer.
• The subheading is the link between the heading and the body text. If the client is not interested in the headline, then the subheading gives one more chance to attract him to the purchase.
• The body text fulfills the promises of the title and details it.
• The final phrase - a slogan, a postscript - should encourage the client to make a purchase.

header

• According to statistics, headlines are read by 5 times more people.
• News ads are read 22% more often.
• The strongest words in the title are "free" and "new". But it is also important not to forget about the values ​​of the target audience, in some cases, free of charge, on the contrary, will repel.
• The title should be direct and simple.
• Don't use negatives in headlines.
• Avoid blind and overly general headings.
• Use one font. The more fonts in the title, the less people read it.
• If the headline contains a direct quote or is enclosed in quotation marks, it attracts an additional 30% of readers.
• Short titles of one line, no more than 10 words, work better.

First paragraph

• Keeping the reader's attention is becoming increasingly difficult - you need to learn how to compress the story into one paragraph several lines long.
• The first paragraph should contain no more than 11 words.
• A long first paragraph will scare the reader away.
• What to write about in the following paragraphs? About the same, only in more detail.

Main text

• Love your product.
• When addressing a consumer, use the word “you”.
• “Beautiful writing is a great disadvantage” - Claude Hopkins. Use less exaggeration.
• The shorter the sentences, the better the text reads. But a sequence of equally short sentences is boring.
• When writing text, use spoken language. But use professional slang only in exceptional cases.
• Write the text in present tense.
• Do not make large introductory parts - immediately state the essence.
• The price indicated in the offer has a significant impact on the purchase decision.
• It makes sense to include product reviews and research results in the text.
• Avoid analogies like: “exactly like this”, “in this way”, “in the same way”.
• Avoid superlatives, generalizations and exaggerations.
• Use clear words and well-known names.

How to increase the readability of long text?

• Large text is best broken into paragraphs.
• After 5-8 cm of text, enter the first subtitle. A bold subheading will grab the reader's attention again.
• Insert illustrations from time to time. Highlight paragraphs with arrows, asterisks, marginal marks.
• Capitalizing the first letter increases readability by 13%.
• A serif font is easier to read from a sheet, while it is better to read a sans-serif font from a monitor screen.
• Do not make the text monotonous, highlight key paragraphs in font or italics. Although underlining impairs readability, it's best to use bold type.
• If you have a lot of unrelated items of information, just number them.

P.S

• There are five times more people who notice slogans than read all the ads.
• The text of the postscript should contain the most important information that encourages reading the entire article.
• The last paragraph should be no more than 3 lines.
• Compared to the number of applications that have reached the advertiser, at least 2 times more potential applications remain only in the mind of the client.

In conclusion, it should be said that, when sent by e-mail, a commercial offer should be sent in the most common electronic format, which is guaranteed to be opened by a potential client.

Accounting for contracts and commercial offers in the program.