Sample commercial offer for consulting services. How to make a commercial offer for the provision of transport services? Commercial proposal for design

In the service sector, various mechanisms for increasing profits are used. They allow you to successfully improve your business, acquire new customers. Often, for this, this document is used in all companies, approximately the same is used.

general information

A commercial offer is considered a document. Previously, it was drawn up only in writing, but now it is often compiled in in electronic format. Therefore, the last option is sent over the Internet. The content of the document includes a description of the services and their benefits. Therefore, it is similar to a price list indicating the services offered and advertising text.

A sample commercial offer for the provision of services contains a description of the service, including the cost, as well as an incentive to act, that is, to purchase. If the recipient of such a document, upon accepting the conditions, concludes an agreement, then in the future he may file a claim if the contractor has not completed the work in full.

Kinds

Depending on the addressee, the offer is:

1. Personalized.
2. Non-personalized.

The first option is intended for a specific person, for example, to CEO companies. The document includes information about attracting this client - an enterprise that is registered as an LLC. In the second situation, the offer is valid for indefinite recipients.

The difference between a personalized document is individual approach. Therefore, it is compiled by a specialist who communicates personally with the client, because he knows what he needs. And the offer for everyone is compiled by an advertising specialist. The purpose of this document is to draw attention to your company.

Document structure and layout

A sample commercial offer for the provision of services includes basic information that must be indicated. The document is drawn up on 1 sheet, on which is fixed:

1. Company logo and name. It is advisable to use letterhead.
2. Contacts. It is necessary to indicate several types of them: telephone, e-mail, instant messengers, which allow you to increase the number of interested people.
3. Title. It is distinguished from the entire text in large print and bold.
4. Indication of the client's tasks that are solved with the help of the company. For example, there is a sample commercial proposal for the provision of cargo transportation services.
5. Description of the offer. However, complex details should not be included. They can be placed in applications.
6. Information about the company. It is important to indicate what confirms the reliability and integrity.
7. Motivation to action. You need to contact the company to close the deal.
8. Information about the date and validity of the offer.

This sample commercial proposal for the provision of services is used in many companies. Literacy is considered the main requirement for registration. Even if the document is drawn up in accordance with all marketing standards, but contains errors, it will not be taken seriously.

The offer is made on understandable language. It is advisable not to use long sentences and complex words. enjoy professional terms should be careful. Complex fonts, multi-colored text should not be indicated. If the document looks strict and simple, it is more likely that it will be read to the end. It is necessary to highlight the title, as well as the main idea. Contacts can be separated from the rest of the text and placed where they are easily visible. It also needs to be stamped.

Possible errors

Writing a document is a difficult task, even if there is a sample commercial proposal for the provision of services. If it is compiled for the first time, then common mistakes can be made:

1. The emphasis is on the strengths of the company. It is necessary to emphasize the benefits that the client will receive with such cooperation.
2. The "header" of the offer contains details and logos that are not interesting for readers. From the first lines, it is necessary to interest customers, motivate them to read further.
3. The large volume of the offer is difficult to get acquainted with. Good suggestion includes 1 or 2 pages along with illustrations.
4. There are no restrictions on the validity of the offer. It must be limited by time or by other criteria.
5. There is no call to action. The client must clearly understand what to do to use the offer.

Any document should be drawn up taking into account these recommendations. A sample commercial offer for the provision of catering services, cargo transportation or special equipment is approximately the same. The document will differ only in content.

Drafting

First you need to determine for whom the service will be interesting. When making a proposal, the following rules must be taken into account:

1. State the benefits of the service to the client.
2. Use the style and language of the environment to which the proposal is oriented.
3. Capture only important information.
4. Make the document look attractive.

A single sample of a commercial offer for the provision of car service, cargo transportation and the provision of special equipment. The difference lies in the designation of the benefits for the client obtained through cooperation.

Transport services

When offering transport services or cargo transportation, you should consider the audience. Passengers and citizens carrying goods are interested in discounts. And for trading companies timing is important.

The designation of the ratio of price and quality will allow you to win a tender for the public sector, especially if this is a commercial offer for the provision of special equipment services. This document is standard. Such a proposal will also be of interest if not only transportation, but also security services are provided along the way.

Construction industry

Due to the high level of competition in this area, there are special requirements by the proposal construction services. Customers will be interested in the following benefits:

The specifics of the work require a special document structure. It should contain tables with calculations or photographs of the results of the work. Although this will increase the volume of the document, it will bring positive points.

Cleaning service

Offers of cleaning companies are becoming common, so competition is growing. To attract customers and encourage them to order work, the document should consist of the following information:

1. Discounts for regular customers.
2. Use of safe means and technologies.
3. The use of hypoallergenic products.

It is necessary to take into account the difference of interests of different groups of clients. For companies, this will be the presentability of the office and savings on the maintenance of cleaners in the state. Ordinary urban residents appreciate the time savings and safety of chemicals used during cleaning. If cleaning work is carried out after various disasters, for example, flooding, then the emphasis should be on the absence of unpleasant odors and treatment against mold. A sample commercial offer for the provision of services for the removal of solid waste, cleaning of premises, disinfection of objects is similar, differing only in some nuances.

Legal and consulting services

Probably, in this area the competition is especially strong. To interest clients in the purchase of legal and consulting services will only be a profitable offer. People will contact the company when providing the following benefits:

1. There is a high probability of a positive decision in court.
2. Accompanying activities with savings on the maintenance of a full-time employee.
3. Proper preparation of documentation and a high probability of their acceptance.
4. Saving time when communicating with government agencies.

It is considered a benefit for clients to receive certain services free of charge, for example, consultation on certain issues. After evaluating this work, clients can apply for others, which are provided for a fee.

Accounting services

Everything related to the legal industry also applies to the offer accounting services. High chances of winning a case in court are provided by successfully passing checks tax services. Be sure to mention the preservation of confidentiality. Some of the information that accountants work with is a trade secret. It should be noted the benefits of contacting the company than maintaining your own accounting.

Medical and educational services

These services are indispensable. But at the same time, they are provided by many institutions, and many provide them for free. Therefore, to attract customers, you need to focus on the following advantages:

1. Discount system.
2. No queues.
3. The professionalism of the workers.
4. Individual approach.
5. Application of new methods and technologies.

Each area has its own characteristics that may be of interest to customers. They must be indicated in the commercial offer. A well-written document will significantly increase the profit of any company.

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 offer until you have:

• full understanding target audience: what kind of person is this, what does his head hurt 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 quotation, he must know exactly how his financial position 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.

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 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):

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 requests. 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 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.

1. 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.
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,

What service is sold, what is its cost.

Target audience - small business. Yes, as a target audience, "small business" is very so-so, it was possible - and probably necessary - to segment it, split it into smaller audiences. But what was not done was not done.

Argumentation and calculations why small businesses are more profitable subscriber legal service than an in-house lawyer. This argumentation is given in the article "Staff lawyer VS subscription service". The main idea of ​​the article: an entrepreneur can save from 937,000 to 1,670,000 rubles a year by applying for subscription services and not hiring a lawyer on staff.

The willingness of the company to meet the needs of the client: recalculation of the cost or replacement of unused services with others.

Company Facts: 8 years of work, the fact of being included in the rating of "Business Petersburg", the speeches of the company's employees in the media. The company employs former employees FTS and courts. The opportunity to consult with FTS employees may be relevant for small businesses, which, as a rule, are completely lost when the tax office or the bank start asking questions (a bank, as we know, can completely block an account under 115 “anti-money laundering” law, and the Federal Tax Service - under Article 76 of the Tax Code of the Russian Federation For an entrepreneur, this severe stress, of course, and for the company - complete paralysis).

Tariffs and price list (Julia sent them to me, but I will not show them, you will see them in the finished commercial offer anyway).

As you can see, there is information, but not much. I am partly to blame for this: it was possible to “shake out” more facts from the customer. And, of course, it should have been. It was also necessary to segment the target audience, ask Yulia which companies apply most often, which market sectors are more interesting for Legal Bureau No. 1 to work with. I didn't do any of that. This is an omission.

The fact remains that I wrote this commercial offer for the provision of legal services with very limited information, and the responsibility for this lies with me.

What happened: a sample commercial proposal for a law firm

In the version of the CP that was sent out, everything was in order with word hyphenation.

Now let's break down the components of this commercial proposal.

Proposal title

This heading has three elements:

Appeal to the target audience (small business). The target audience immediately sees that this is for her, although, I repeat, it was possible to segment in more detail.

Benefit / savings: you can save 143,000 rubles per month. Where did the number come from? From the calculations that you will see next.

Result: obtaining high-quality legal services.

Lead paragraph of a commercial offer

The lead paragraph is the text that comes immediately after the heading. In terms of importance, the lead paragraph ranks second in the entire CP. The title is first in importance.

So the lead paragraph:

This lead paragraph is far from glossy. I don't want to cut it out and hang it in a frame above my desk. This piece of sales pitch is mediocrity. But let's take a look at what we have.

So the first suggestion:

“In any business, there are issues that a lawyer must decide.”

The purpose of this piece of text is to show that legal services needed. But it is not necessary to hire a lawyer for this. I deliberately did not drag out the intrigue, because there was no point in it: the entrepreneur understood from the very beginning that they were trying to sell him something. Dragging intrigue could lead to irritation.

Argumentation in the KP: comparing the costs of an entrepreneur when hiring a lawyer and when contacting a law firm

This block contains all the costs that a company hiring a lawyer in the state must incur and compare these costs with the costs if the company contacts Legal Bureau No. 1. I think it looks amazing:

No creativity, no special invention was needed to write this block, it was enough just to describe what and how much money the entrepreneur would need to spend when hiring a lawyer on the staff. And calculate how much the company will save if you contact the "Legal Bureau No. 1".

We continue to tell what the entrepreneur will win by contacting the "Legal Bureau No. 1"

Its meaning is that:

it will be convenient for you to work with us;

you will be able to keep your finger on the pulse and you will know what we have done, and we will not deceive you, you see what you pay for;

your problems are solved, because we have lawyers specializing in different areas; Whatever the problem is, we can solve it;

we have a reputation, and we are good lawyers, we were noted by "business Petersburg";

if there is a problem with the Federal Tax Service, then you should know that we have former tax employees who know it “from the inside”. And the same with the court. Understanding the internal processes of these organizations is good.

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 yourself, especially in the face of fierce competition, that help you stay afloat - they are no less important than correct interaction with supervisory authorities and 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-print 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 details; if it's about regular customer, the appointment of a commercial offer for the provision of services - notify him of innovations, bonus promotions or changes in pricing policy companies.

commercial offer as efficient business instrument, in conditions of high competition in the service market, in last years is very popular. For its development, marketers, designers, copywriters, etc. are usually involved. This pleasure is worth a lot, but there is one tricky way, which will allow you to compile this document at no extra cost. It is enough to find a suitable sample of a commercial offer and rework it a little for yourself.

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

Any commercial offer consists of the following sections:

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

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

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

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

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

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

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

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

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

Ready-made commercial offer samples

Service Quote Templates

Commercial offer templates for construction companies

Commercial offer templates for selling goods

Quote Templates in Word

Ready commercial offer for cooperation

Examples of a commercial offer for the sale of goods

Samples of a commercial offer for the provision of services

How to create a commercial offer

Write a commercial offer for the sale and supply of goods

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

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

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

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

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

Commercial offer for cooperation in business

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

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

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

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

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

Make a commercial offer from a construction company

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

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

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

Features of the offer of accounting, legal and consulting services

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

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

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

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

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

Common mistakes when writing text for business proposals

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

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

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

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

How to effectively complete a business proposal

The last sentence in the document is very powerful. Potential buyer, most likely, will skim the text, but will linger on the last paragraph or phrase. This is how human consciousness is arranged, and when drawing up a commercial offer, this must be used.

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

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

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

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

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

Cover letter templates for commercial proposals:

If the commercial offer contains more than one page, or it is accompanied by various Additional materials(for example, pricing tables, price lists with the entire range of goods, a schedule for marketing promotions, conferences or exhibitions), then a cover letter should be sent with it. It contains in a very concise form the main conditions and essence of the offer.

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

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

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

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

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

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