Sample letter of a commercial proposal. How to make a commercial offer - (41 samples). We define the target audience

Evgeny Malyar

# Business nuances

Sample commercial offers

Commercial offer is usually divided into two categories: "cold" - intended for mass mailing, and "hot", addressed to specific managers of firms, theoretically interested in services.

Navigating the article

• The main task of the commercial proposal
• The role of templates
• How to compose commercial proposal for the provision of services, examples
• Commercial offer for transport services
• Commercial proposal for design
• Commercial offer for cleaning services
• Commercial offer for the manufacture of furniture
• Car service, offer of cooperation
• Special equipment service offer
• For the provision of legal services
• Building maintenance
• Garbage collection
• For the manufacture of metal structures
• Commercial proposal for the protection of the object
• Proposal for the provision of accounting services
• Commercial offer for the provision of educational services
• KP for sewing curtains

All commercial products fall into two categories: goods and services. It is necessary to sell both, and one of the most effective promotion tools is rightfully considered a letter containing an offer.

The article will consider the rules for drafting texts promoting services, and give examples of them with comments.

The main task of the commercial proposal

At many enterprises, the most qualified specialist is assigned to write a commercial proposal. It is believed that it is he who knows everything about the proposed product, and therefore will cope with the task better than anyone else. This approach is justified in a number of cases when it is known for sure that the letter will be read by people who understand all the intricacies of the case. For example, a generator for a power plant cannot be offered to a large power supply company in “simple terms”. But to conclude a contract for services (or rather, their provision) is most often obtained after reading the text of the head of the company, who does not delve deeply into the nuances.

Common situation: the director received a letter suggesting cleaning of the premises, legal support or, for example, refilling a cartridge on-site. The manager summons the head of the department (the supply manager, the chief lawyer or someone else) and proposes to evaluate the usefulness of the proposal for the company.

The main task of the compiler of the commercial proposal is to ensure that his message is not thrown into the trash (or deleted into the trash of the mailbox) without reviewing the contents.

The role of templates

Today it is not a problem to download a sample of a commercial offer for any service. After changing the details of the company and other individual information, you will get a text that meets the main requirements for letters of this kind. Here's an example:

Everything is clear, understandable and concise. However, a universal template for filling has not yet been invented, and, most likely, there will never be one. The sample must certainly be creatively reworked to give it individuality. In order not to spoil a good selling text, you need to know the rules by which it is drawn up.

How to draw up a commercial proposal for the provision of services, examples

As any car, regardless of brand and price, consists of certain components and assemblies, so the correct proposal contains indispensable functional blocks, without any of which it "does not work". And it's not just a beautiful letterhead or a sweeping signature. It is important that the letter:

Offering benefits: the potential customer of the service is not very interested in the glorious history of the company and the degree of friendliness of its team. He wants to know what benefits he will get (economy, quality, speed).

Unobtrusively "pressed" on terms: any product has an expiration date. The proposal for the provision of services must also have a deadline defining its conditions: "Until June 24, 2018, the prices are the same, and after (by default) it will be more expensive."

Called for action: realizing how good the conditions outlined in the first part are, and having received a slight nudge from the second, a potential client may want to talk about concluding a contract. The actions offered to him should be simplified as much as possible. Any commercial product is successfully sold when access to it is facilitated. Just "call this number" or "answer the letter."

These three-pronged rules are not always followed by the authors of commercial proposals. So in the given example there is no deadline. If all conditions are met, the letter promises much greater efficiency.

Now is the time to consider specific examples of commercial proposals.

Commercial offer for transport services

Commercial offers are usually divided into two categories:

• "Cold" - intended for mass mailing;
• "Hot", addressed to specific managers of firms, theoretically interested in services.

Based on this classification, it should be understood that in order to increase efficiency, it is desirable to "warm up" the proposal, which many sales managers do not want to do. This means that it is still better to call or go to the selected company before sending the letter. At the same time, it is not at all necessary to seek a conversation personally with the leader. You can have a nice conversation with the secretary (or other employee who owns the information), and, if the employee is professionally suitable, then find out:

• does the firm use the services of any transport company, or she has her own vehicle fleet;
• what are the volumes of traffic;
• is the fee expensive;
• whether the director is satisfied with the existing cooperation;
• if there are complaints, then regarding what unpleasant moments;
• need cargo transportation or delivery of passengers.

The job of a salesman is generally very similar to the hard lot of an illegal intelligence agent, and the more he learns, the better.

From the information received, it becomes clear what to focus on when drawing up a commercial proposal. At the same time, even using a template, you should remember the mentioned deadline. However, when negotiating with a particularly valuable client, it will be possible to forget about him later.

Download sample

General rules: depending on the profile, the requirements for transport services may be as follows:

• trading companies are interested in prompt delivery and safety. If, along with transport, security services are also offered, this can be a decisive factor;
• a budget organization that announces a tender for the transportation of goods is more often attracted by a good price, supported by the quality of the delivery service;
• everyone likes discounts.

It should be remembered that the most enviable transportation clients are already working with someone, and they will have to be lured away with significant advantages.

Commercial proposal for design

Typically, design organizations in the main profile specialize in the provision of construction services, and at the same time engineering documentation included in the total estimated cost. The rules for drawing up a commercial offer are the same as in other cases, but it is recommended to pay special attention to:

• high quality materials at a reasonable price;
• the speed of design, installation, repair or finishing work.

In this case, at the beginning of the letter, it is considered useful to mention the objects already handed over and the customers who were satisfied. Since the volume of the text is limited, only the main thing should be stated: the specialization of the construction company, the use of directly imported materials, warranty obligations, etc.

Budget organizations are more interested in the advantages of pricing, but this does not mean that the quality is allowed to be low.

As for purely design organizations, then in the proposal it is useful for them to provide images of buildings built according to the documentation developed by them. Better if these are photographs of houses to be proud of.

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Commercial offer for cleaning services

Commercial offer of a cleaning company, subject to the necessary observance general rules possesses a number of specific features reflecting the merits and advantages. You can attract customers:

• discounts for regular orders or signing a long-term contract;
• the use of environmentally friendly, hypoallergenic and healthy detergents;
• application modern technologies that reduce cleaning time and improve quality;
• the ability to perform particularly challenging surface cleaning tasks.

Cleaning services can be offered not only legal entities, but also to ordinary citizens who want to save time and are ready to pay for it. In this case, the "cold" mailing method is effective, if, of course, the proposal is composed correctly.

Commercial offer for the manufacture of furniture

At the present stage, the furniture business also has its own characteristics, and they consist in the fact that the prevailing share of products is mass-produced at large factories with high technological capabilities. Laser cutting with markings, special equipment for edge trimming, perfect fastening methods - all this is very expensive and not available for small manufacturers.

However, they have a certain market niche - fulfillment individual orders in cases where mass-produced samples do not fit into the interior. On this factor, the concept of a commercial proposal for furniture manufacturing services can be built. A potential client is offered:

• unique design, corresponding to his wishes and characteristics of the room;
• no hassle (departure of the measurer at a convenient time, delivery, assembly);
• the ability to view the result in a 3D model on a computer, followed by the approval of the order;
• fulfillment of the most unusual wishes regarding the color, shade and shape of furnishings (the notorious "any whim");
• embeddability of any technical means into furniture cases;
• high-quality harmless materials with ISO certification;
• warranty and post-warranty service if necessary;
• reasonable prices.

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In fact, in the offer of services for the manufacture of furniture, it is advisable to focus on the advantages implied by an individual approach, and to emphasize that the quality of the products practically does not differ from large-scale samples.

Car service, offer of cooperation

Car service is a broad concept and includes services ranging from a car wash to a high-tech service station equipped with sophisticated diagnostic equipment. The peculiarities of a commercial offer for car repairs are that a potential client must understand what services the company can offer him. If a company specializes in chassis or any particular brand, then this should be clearly indicated. In particular, information is needed:

• on cooperation with vehicle insurers;
• on the availability of our own expertise;
• about special types work performed. In particular, it can be the possibility of restoring expensive body elements, bumpers, SUV supporting frames, aluminum parts, argon welding, etc.
• the earliest possible time for diagnostics and troubleshooting;
• the presence of a heat chamber for drying the body after painting;
• a large stock of auto parts.

If there are other advantages that can attract a clientele, then they must be listed, accompanying the text with appropriate images.

For motorists, it is especially important to be able to easily find a business with or without a navigator. Directions map desirable.

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Special equipment service offer

The peculiarities of using special equipment are that it is dictated by extreme necessity. When it is impossible to do without an excavator, aerial platform or other means, the client has only a choice between the possible service providers, and there are usually few of them. Based on this circumstance, the proposal for special equipment is relatively laconic and consists mainly of an offer, which indicates the parameters (characteristics) of the proposed equipment and prices.

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For the provision of legal services

Legal market services are characterized by high competition and literacy of its participants. It is really very difficult to stand out among the lawyers and consulting firms, so you should be very careful in the preparation of a commercial proposal. First, it is necessary to study the conditions of other similar firms and determine the possible benefits. Standard advantages include the following points:

• high probability of a favorable court decision. Every lawyer knows that one hundred percent guarantee in this matter is impossible;
• support and surety in various instances on a contractual basis;
• the possibility of saving on downsizing by the enterprise staff unit lawyer;
• high qualifications and a guarantee of the legal impeccability of all outgoing and internal documentation of the company;
• the speed of resolving issues in various instances;
• the possibility of receiving some types of services free of charge, for example, consultations.

In all other respects, each law firm decides for itself what advantages it can attract new clients.

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Building maintenance

As a rule, commercial proposals to support individual houses, housing estates and cottage settlements are categorized as "warm" and "hot", that is, agreed in advance. They are rarely sent by mail, especially electronic, and more often they are delivered in person after an oral agreement.

The text of the offer is tied to a specific object for which the contractor firm claims to be serviced, and is accompanied by a table with the prices of each service per month and total amount... Usually the document is addressed to the tender commission. The figures indicated in the proposal are decisive. The writing style is not that important.

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Garbage collection

This service, if it is regularly provided on a contractual basis, is included in the nomenclature of the already considered maintenance of buildings. The exception is one-time episodes when a large number of debris is generated after repair, construction and urgent work. In the commercial offer, the offer contains information on tariffs and types of additional services (loading, disposal of hazardous waste).

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For the manufacture of metal structures

In this case, it is desirable that the commercial offer contains information about the enterprise, its production capabilities, equipment that allows to carry out structures of any complexity, progressive software and other details. It is not out of place to mention that rolled metal products are used only of the highest quality. For a customer, when ordering structures, quality is more important than price - he will have to use these products for a long time.

Prices are not shown in the text. The cost of metal structures is calculated according to the estimate, but it is individual and is a part of the project.

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Commercial proposal for the protection of the object

It is not customary to economize on security, therefore, in the offer of security services, the emphasis is usually placed on the effectiveness of the measures taken. It is possible to provide high quality services by applying many years of experience and perfect technical means... The list of protected objects belonging to the most famous partners will be very useful.

• personal,
• informational,
• fire department,
• the territory of the enterprise from the penetration of unauthorized persons.

We can also mention monitoring the access of personnel and ensuring the preservation of trade secrets.

Despite the secondary importance of the price of the service, one should not forget about it either: competitors, perhaps no less qualified and possessing not the worst equipment, are not asleep.

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By video surveillance

This service belongs to the already considered security activity, and it can be distinguished only if it is provided separately, outside the complex of other measures to ensure security. For example, a proposal for the installation of video intercoms in a residential complex is drawn up in the form of a letter indicating the prices for the entire entrance and for a separate apartment. It is advisable to list the technical advantages of the mounted system.

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The subject of the contract can be any work for the performance of which the use of internal resources for any reason is unjustified:

• catering for company employees;
• washing bed linen for a hotel that does not have its own laundry;
• accounting for a small company;
• legal service;
• supply of components for assembly;
• services for the creation of an organization's website and its ongoing maintenance.

In general, the meaning of the term is expressed by the translation of the word outsourcing - external source. The task of the commercial proposal creator is to convince a potential client of the benefits of outsourcing cooperation, and with his firm.

In many cases, companies with extensive experience in performing a particular service can provide cost savings.

For example, the creation and maintenance of a corporate website requires a staff of a qualified specialist in this area. An ordinary system administrator may not be able to cope with this task, or the resource may be unsuccessful. In this case, the offer should include several options, counting on potential customers of different levels of solvency.

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Proposal for the provision of accounting services

Is it possible to imagine a company without a full-time chief accountant? To some, such an idea may not seem very successful, but in practice, third-party finance and accounting specialists are often involved. Outsourcing bookkeeping relieves the management of the company from troubles in the form of fines and penalties due to mistakes made due to the inexperience of the employee. In some cases, third-party audit is simply necessary.

The accounting services market is oversaturated, therefore very high requirements are imposed on the commercial offer. It must be convincing, and the text must correctly place emphasis on the merits and advantages of the given company.

Reputation and experience are paramount. The measures taken to preserve trade secrets should be especially noted.

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Commercial offer for the provision of educational services

Regardless of the type of educational service offered (education at a university, college, private gymnasium, courses, tutoring, etc.), the main advantages can only be the qualifications of teachers and the quality of the knowledge acquired.

The sentence begins with a headline that accurately describes its essence. It is necessary to express in a few words what he is preparing for educational institution... It is also desirable to mention:

• individual approach;
• the presence of unique techniques that have proven their effectiveness in practice;
• tuition fees (per semester, year, full course);
• if possible - a short list of graduates who have made a successful career (if any).

KP for sewing curtains

At the end of the article, the requirements for the proposal of such a common household item as curtains will be considered. As you know, they are different in quality and price, but every housewife, regardless of financial capabilities, wants them to be beautiful.

If the company specializes in working with individuals, then the main condition for the success of the offer is its aesthetics. The lack of numbers is due to the breadth of the assortment. It is also necessary to offer related products - brackets, cornices, blinds, etc. Departure of the consultant measurer is an additional service, and, as a rule, free of charge.

"Send your commercial, we will look and we will answer you ...". I have heard this phrase at least once, but each of us, not to mention sales managers.

And very often, it is at this stage that their clients fall off. Because your proposal didn’t catch them, didn’t like them, or even pushed them away.

Therefore, it is imperative in our time to know how to draw up a commercial offer so that it is read and come to you.

It's a shame

A commercial proposal is one of the most effective sales tools, so your profit directly depends on the quality of the text, structure and design.

But, unfortunately, many managers, and even leaders, do not pay due attention to its preparation.

Considering that the most important thing is to attract a client, and then he will buy it himself, if he needs it.

But as I wrote above, many are burned on this. And we can safely say about this as business consultants, because in our practice we see shocking results. Most likely you will have them the same.

Namely, out of 10 applications you buy in the best scenario 30% (3 applications), and if you take the total temperature in the hospital, it will drop to 15% (1.5 applications).

This suggests that you are wasting money on customer acquisition. By improving this stage alone, will it be possible to increase the profit by 2? No, this is still not a magic pill.

But even an increase in sales by 15-20% will quickly recoup all investments in the KP and bring the company to a new level.

Therefore, we return to our question: "How to create a selling commercial proposal so that it brings the maximum response?"

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

TYPES OF COMMERCIAL OFFERS

I would like to start with the fact that there are two main types of commercial proposals that pursue completely different goals.

Step 2. Formation of desire

Example: Good afternoon, Ivan Stepanovich. Every day you study different offers and more often than not they go to the "trash". But this is not the case. You can be sure.

And we, for our part, are ready to confirm this with a free gift - “Two tickets to a VIP-class cinema”, if you really think that you have wasted your time.

Impudent or sure ?! You decide. The main thing is that it works. True, not always and not in all areas.

Your approach may be less provocative. But he must solve his problem - to induce the desire to read everything from cover to cover.

Step 3. The essence of the proposal

The next step is your proposal. This is what everyone has gathered for. Just like in the song "It's great that we are all gathered here today!" (Have you read or sung?).

In this step, you tell about your product or your service. Remind you what this is about.

As a rule, these are 1-2 blocks in which you tell the main points of the proposal. There is no need to describe everything that is included here.

You write exactly as much as is necessary in order for the client to make a positive decision to move on to the next stage.

The essence of the commercial proposal

Step 4. Persuasion

Become a solution to a customer problem, not a description. Explain the main benefits that he will receive from cooperation.

You can do this using different blocks, for example, through reasons to buy, through, through cases, through warranty or technical specifications.

Commercial proposal convictions

To summarize, your task is to convince the client to purchase from you with the help of several blocks. That is, “Persuasion” is not one “Why us” block, but a collection, each of which closes the necessary objection.

Step 5. Pricing

Since we are talking about a hot letter, it means that the client is already waiting for an offer with prices. Therefore, there is no need to hide anything at this step and be afraid to scare him away, on the contrary, everything should be transparent and honest.

Up to the point that you tell what factors make up the entire cost.

Pricing

And yes, if you have a wide range of services, then send it separately with your commercial proposal.

And do not forget to write about this in the KP, otherwise it may simply not be noticed, since everything is studied very quickly.

Life hack. Do not use the word “Price”, it carries a negative aftermath. Use the words “Cost” or “Investment”, so it will be easier for the client to subconsciously agree.

Step 6. Call to action

Very often they are neglected, but this is, in fact, the closing of the sale. Clearly indicate what your potential client should do after reading - call, write, come to the office.

It is important to do this, since it is psychologically easier and more understandable for people to act when they are told what to do in order to get the desired result (even to the most strict director).

Call to action

And also the appeal helps to make the client want to do it immediately after reading. For example, with the help of an additional and free bonus that will be valuable to him.

Also, be careful, but you can use the time limit on this blog to encourage the client to take action now, rather than procrastinating.

Example: Sign a contract with us until 12.24 and get a “Cleanse the Blood” washing machine as a gift

Step 7. Registration

Even a short sales pitch may not be read if it is boring. Therefore, the correct design is just as important as the content. Here are some basic guidelines for implementing the visual component.

1. Divide the text into paragraphs. This makes it easier to read and learn.
2. Insert images. They will help create the mood of the material.
3. Highlight important words and sentences. So that the client doesn't miss them.
4. Use infographics. It is easier to digest than text and images.
5. Add a photo of the manager. Will create a more personal touch.
6. Leave space between blocks. So that everything is visually separated.
7. Use. This will make you stand out more quickly from the rest.

Everyone has a very different concept of beauty, so do not be lazy and show your proposal to different people.

You need to make a really pretty shell. After all, here in Russia they are “greeted by their clothes” and a commercial offer is no exception.

Sample commercial proposal

You are probably now waiting to see a sample of a commercial proposal here, but it will not be available.

He left and told us not to look for him. And all because he will only ruin everything for you. Completely ruin it. And for this I have a thousand and one reasons.

Let's start with the fact that 99% of the samples on the Internet are not compiled correctly. Therefore, if you are guided by them, it means that you simply add to their number and you will repeat to everyone that “the command post does not work”.

All sensible proposals can only be obtained through the “entry to competitors”, because the good in such a business is customary not to put on display, but, on the contrary, to hide.

Also, the samples do not take into account the individual peculiarity. You will take as a basis something that does not suit your specifics at all.

And as a consequence, again, take as an example what will not work. Even if you try, your brain will still think in terms of the sentence it saw.

And finally, empty templates are thrown out on the Internet and they are called “Sample Commercial Proposal”.

This is all done in order to collect more traffic to the site, and not in order to be useful. So for the third time, find good example this request will fail.

And yet, if you want to find some sample or example, it is better to study the sites of companies (like us) that do this professionally and periodically post work for their clients.

This is, at least, exactly a working option (only again for the client, not for you).

BRIEFLY ABOUT THE MAIN

You are just at the beginning of the journey. In the course of development, you will have a lot of questions on the topic "Is it necessary to write this block or not?" or “Does it really catch on or does it seem to me?”.

Therefore, get ready for the fact that the finishing process is endless, because you can always do better.

Evgeny Malyar

Bsadsensedinamick

# Business nuances

Navigating the article

• What is a commercial offer
• Purposes of the commercial proposal
• How to write a sales proposal
• Structure
• Commercial offer for the sale of an asset
• Offer from the restaurant
• Offer for sponsors
• KP of an insurance company
• How to offer plastic windows
• Technical and commercial proposal
• Commercial offer for tender
• Request for quotation
• Sales cover letter
• Reply to a commercial offer
• Refusal from a commercial offer

The sales manager doesn't have many tools to work with. He is faced with a specific task: to sell a product. You can conduct phone calls, visit potential buyers in person, or send them letters. How to correctly draw up a commercial proposal, and how to respond to it, will be described in this article.

What is a commercial offer

There is no doubt that a lot more people have received a commercial offer than they made up. At the same time, their authors did not always think about what rules apply to these texts, which together form a kind of literary and business genre. Having received the assignment from the management, the appointed employee is taken to compose the text of the commercial proposal, usually based on his own ideas about what it should be: beautiful, competent, exciting in form, useful in content.

The usual technology of composing a letter assumes that the addressee (potential client) is entered into a template invented by someone (Word-format on letterhead), if necessary, special conditions are added, after which the document is considered ready. The price list can also be attached in Excel on a separate page or directly in the text. As a last resort, there is another option - download the sample for free and adapt it.

All these methods are quite applicable; there is nothing wrong with using them. However, the best commercial offer is obtained when the author does not just borrow a standard business letter, and knowing all the rules of drawing up, he composes it independently.

A commercial proposal is a text that tells about the merits and advantages of the proposed product from the point of view of the buyer.

View full example

Purposes of the commercial proposal

At its core, the content of a commercial offer differs little from a selling advertising text. The difference, however, is, and it consists in a greater degree of concreteness, possible targeting (for the "hot" version) and less emphasis on emotionality.

After reading the letter, the recipient, ideally, should come to the following conclusions:

• the proposed commercial product is extremely necessary for him, even if he has never used it before;
• after purchasing the specified product (product), its owner receives significant benefits;
• you need to buy right now or in the near future.

How to write a sales proposal

It's actually not so difficult to write a commercial proposal correctly if you know how to do it. First, you need to distinguish between "cold" and "hot" types. The first of them assumes that an unprepared person will get acquainted with the text, having not previously thought about this product and its acquisition. In this case, the following risks should be considered and measures should be taken to overcome them.

• The addressee can easily delete the sent letter without even opening it. To prevent this from happening, a "catchy" title is used, which contains the quintessence of the usefulness of a product or service. Of course, the proposal can still be thrown away, but the likelihood that it will be read increases dramatically.
• The letter is open, but after a few seconds of familiarization with the text, the addressee stops reading it. It is not interestingly written: the style is clerical, it evokes melancholy. The conclusion about what needs to be done is clear.
• After reading the letter, the recipient is still not interested in the offer. To overcome this risk, you need to create an offer (the central part of the message) that can attract attention. Some nice words here is no longer necessary. We need numbers to illustrate the benefits, but (important!) Not the seller who sent the letter, but the buyer who received it.

As for the "hot" proposal, it is much easier to write. There is no need to worry about any enticing factors. There is only one drawback - in order to afford such a luxury, a sales manager must first prepare a potential client, and this is a time-consuming business. However, this topic deserves a separate story and will not be covered in this article.

View full example

Structure

Almost every commercial proposal writing template available for free download online has six to seven sections. There are two reasons for this:

• firstly, it is much easier to read structured text than a single block in which the words are stuck together, like dumplings in a pack;
• secondly, each block carries a functional load.

Now it's time to list them and briefly talk about how to fill in all the points:

Title. Even for a “hot” proposal, it’s better to make it bright. You should not offer a product or service - masters practical marketing it is advised to always use the word "cooperation" whenever possible. In principle, it reflects well the essence of any transaction, which consists of mutual interest.

Offer... In English, offer is just a proposal. From this section it should become clear to the addressee how good it will be for him if he agrees to the above cooperation. It is not necessary to give large arrays of numbers - only the main indicators of profitability, preferably in percent.

For example: "Cooperation with our company will allow you to save up to 7% on transportation."

Persuasive arguments. Many quote writers believe that you can "persuade" a prospective client by telling him what a great company makes them. Perhaps this information will make an impression on someone. However, it should be remembered that when buying sausage in a supermarket, few people are interested in the history of the meat processing plant that produced it. A list of customers who are satisfied with the cooperation can convince you of the profitability of the offer. When written correctly, it is always short. If there are many such clients, then only the largest should be chosen. And if there are few of them, then it will turn out like that.

Time limit. There is a chance that the prospect will remember the offer many months later, find it and call, but it is not large. The grace period must be limited in order to induce the recipient of the letter to take action. This must be done very delicately, otherwise the buyer will think that, having been late, he loses almost all chances of favorable prices, and will start looking for a product or service elsewhere. By the way, there is no doubt that he will find it.

Call. This is more of a psychological than a practical point. Even if the offer is interested, the buyer can postpone it and do other things. The decision-making process should not be allowed to take its course. The difference between "call" and "you can contact me" is the level of energy in the call. In this case, the manager decides for himself what tactics to choose. Sometimes it is necessary to "push through", and in other cases it is recommended to "lay it softer".

Contact Information. A sample of a commercial proposal most often involves drawing it up on a letterhead with requisites and contact information. Do not spoil the porridge with butter - it is best to duplicate the email address and phone number with the name of the sales person in charge. There is no need to force the reader to “rummage around” the text. He is interested - and here is the method of communication.

P.S. The last point, and seemingly optional, but as the statistics say, people often read texts (any) from the end. In the postscript, you can congratulate on the next or just past holiday, and at the same time re-designate the topic of the message with two or three words.

Example: P.S. We congratulate you on the coming Christmas and look forward to cooperation expressed in the uninterrupted supply of raw materials to your company at the best prices.

View full example

Some nuances

Correct design in Word requires text alignment to the edges.

It is allowed to highlight in bold the most important fragments illustrating the benefits of a potential partner, but this technique should not be abused. It should grab attention, not scatter it.

Correspondence with foreign companies requires adherence to certain etiquette (sometimes taking into account national characteristics) and knowledge of business vocabulary, including terms. If the firm does not have a specialist who speaks the language perfectly, it is best to contact a translation agency. If you have good knowledge, you can use a ready-made example for English language and adapt it.

Download sample

However, in this case it is better to double-check. It is recommended to use an electronic translator only for correspondence with partners who are not native speakers of the language (for example, from China).

Commercial offer for the sale of an asset

More often than not, the purpose of an offer is to sell something. The service is also a commercial product - it is provided for the purpose of making a profit. However, in the general number of letters expressing the desire to establish regular cooperation, offers of one-time deals should be highlighted. In practice, this looks like a description of an asset, in the acquisition of which the addressee may be interested.

Do not confuse a selling point of sale with a regular ad offering to buy something. According to the already listed "laws of the genre" the semantic load of this document should be concentrated on the interests of the person (legal or physical) reading the text. An offer for the sale of real estate or a land plot can only be called commercial when the financial benefit of the buyer is indicated in it.

Offer from the restaurant

The services provided by a cafe or restaurant to ordinary visitors are advertised using various media, and a commercial proposal is sent to business leaders. Interested in likely corporate clients it is possible with a whole range of favorable and attractive conditions.

1. Employee catering contract;
2. Organization of corporate parties;
3. Creation of conditions for business meetings and negotiations;
4. Rent of halls for thematic events, conferences (with or without refreshments) and celebrations.
5. Business lunches delivered to the office;
6. Additional services.

Attracting factors - preferential prices, discounts, bonus accounts. There is no need to promise the cheapest banquets, dinners and lunches. In this case, the ratio of the cost of services and their quality is more important.

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Offer for sponsors

Somehow it so happened that people who are asked for money are considered sponsors. This is not entirely true. These wealthy citizens are offered to take financial part in the organization of projects, and not at all to become donors-philanthropists. And since we are talking about mutual interest, the letter outlining the essence of the matter is of a commercial nature. You also need to be able to compose it correctly.

How can a potential sponsor be interested? In fact, the organizers of an event in need of support, as a rule, also have something to offer in return for the money spent.

• Advertising... This method of cooperation is considered to be the main one. A start-up company that has just entered the market and has long been interested in "flashing a logo" well-known company... In the first case, the sponsorship proposal is drawn up in more detail, with a description of all the benefits that participation in the project gives. Those who have been on the market for many years know everything on this topic, and they do not need to open their eyes to the elementary truths - it is enough just to describe the audience they are attracted to. The main thing is to clearly state what exactly is the interest of a potential sponsor, and who will see his advertisement as a result.
• Information partnership. A sponsor who works according to this scheme makes almost no sacrifices. He can be offered a share of the proceeds for sold tickets, the installation of a stand with his products (if this, of course, is acceptable - a presentation of, for example, power transformers is hardly appropriate at a theatrical premiere). In this way financial investments will pretty much be back.
• Moral satisfaction. This factor cannot be disregarded even in our mercantile age. In fact, a person who has achieved success needs public recognition much more than many imagine. The opportunity to participate in a good deed, combined with practical commercial benefits, can be a serious incentive for a sponsor.

How to write a sponsorship proposal

As it is already clear from the above incentives, attracting sponsors requires an individual approach: the reason for consent for each of them may be different. The accuracy of the direction of the message plays a decisive role, therefore, it is useless to write about "raising the image", "wide target audience" and "PR". In this case, the classical ideas about the structure of a commercial proposal should be put aside, and the text should be given the form of a direct appeal.

Start. The addressee should be reminded of how generous he is: "We are addressing you as a well-known philanthropist in our city and throughout the country." The potential sponsor already knows his merits, but he will certainly be pleased to once again realize that others know about them. If the organizer is personally acquainted with the recipient of the letter, it is not superfluous to delicately remind about this.

Description of the event... The essence of the sponsored event should be briefly, expressively and emotionally stated here. The reader should be made to understand that this is not a soulless get-together of some dubious "elite bohemia", but a socially important matter. The organizers put their heart and soul into its implementation. It will become a cultural event. There has never been anything like it. They will talk and write about the project. In general, in that spirit.

Statement of Benefits. It should be remembered again that this letter is a sponsorship offer and is an appeal, not a "humble request." The addressee's interest is stated in the so-called sponsorship package. It clearly spells out the conditions offered to the financial participant.

• Means of delivering information about the sponsor, their number and location.
• Opportunity to deliver a speech to the public.
• Participation in a press conference and presentation of prizes or awards.
• Placement of presentation stands.
• Mention of the sponsor in advertising materials (posters, flyers).

The amount of the sponsorship contribution. In this case, the principle "who can how much" is highly undesirable. The organizer of the event must calculate a general estimate and distribute it among the likely participants, depending on their financial capabilities. The offer should indicate the required amount.

The emotional part. A sponsorship offer should leave a "good aftertaste" after reading. It would not be superfluous to mention the good essence of the initiated event and its social usefulness.

Drafting a commercial proposal for sponsorship requires a serious study and mobilization of all the creative abilities of its author. A boilerplate approach is discouraged.

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KP of an insurance company

There is a significant difference between an advertisement for an insurer and its commercial offer. A personalized appeal should demonstrate awareness of the specifics of the activities of the company to which the letter is addressed. We should especially dwell on corporate conditions and possible discounts, as well as strict compliance with the terms of the policy.

At the same time, the offer itself in the case of insurance services resembles an invitation to dialogue rather than a statement of specific prices. If interest is shown, negotiations are ahead.

How to offer plastic windows

It is very difficult to stand out among the companies offering PVC windows. Some firms find the advantages of their product in terms of installation technologies and unique design features frames and double-glazed windows. Commercial offers are most often addressed to construction and repair enterprises, which are large consumers. In some cases, price is the determining factor in the choice.

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"Cold" offers on the market plastic windows demonstrate low efficiency.

Hotel offers are sent to:

• travel companies with an indication of the percentage of the commission;
• enterprises organizing offsite events (conferences, meetings, etc.) with the listing of discounts.

The text also gives a brief description of the hotel, indicates its location, the number of stars awarded and a list of additional services provided.

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Technical and commercial proposal

It is far from always that only the general economic parameters of the proposed product can serve as a basis for concluding a deal. Complex machines automatic lines and production systems require detailed description, and most often - discussion of specific parameters. These questions are stated in the technical and commercial proposal. Of course, such letters are never "cold".

They are drawn up after preliminary negotiations, when the customer's requirements become clear to the potential seller. The technical parameters are often accompanied by economic justification the expediency of purchasing this product. The writing style is exclusively business-like, using special terminology.

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Commercial offer for tender

For businesses located in state property, a slightly different and in many respects simplified form of the commercial proposal is required. According to Federal Law 44, it is necessary to specify as much as possible the official letter in terms of prices for the supplied goods or services, so that it would be easier for the tender commission to choose the most acceptable conditions.

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In this case, it is completely useless to influence emotions and talk about a “friendly close-knit team”. It should be remembered, however, that the experience of fulfilling such orders is most often very important for the tender commission, and a brief information about them (if any) can play a decisive role.

When a tender is announced for the supply of a product or service, representatives of the paying company must draw up a request and send it to the addresses of possible executors of the order, that is, in fact, write a letter about the provision of a commercial proposal. The answer to it, regardless of the form of business ownership (from individual entrepreneurs, LLCs, CJSCs, etc.), should contain the most specific information about the goods or services offered. The type of commercial offer is simple: a header and a price list with brief description product.

Information on how to correctly request the terms of possible cooperation will be presented in the next paragraph.

Request for quotation

The methods of determination and calculation, according to Law 44 of the Federal Law, imply the formation of the initial maximum contract price (NMCK), for which appropriate requests are sent to possible suppliers. An application for a commercial offer looks something like this:

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The sample request demonstrates the most laconic style of presenting information. Almost always at the beginning of the letter there is the phrase "please provide information about the cost ...", and then follows a table with the nomenclature of the required products and their brief characteristics.

The success of participation in the tender is determined by the ratio of price and quality parameters of goods or services offered by the bidders.

Sales cover letter

Correctly designed email with a commercial offer is an attached file in Word, pdf, Excel or pictures. There is an empty field in which it is recommended to place a short text - up to six short sentences. This information is called a cover letter. The task is to remind the recipient of the conversation that took place (for example, at an exhibition).

The letter template includes the following items:

1. Representation;
2. A short background, which resulted in the sending of a commercial offer;
3. The topic of the message, presented succinctly;
4. Possible benefit from the cooperation of the addressee with the addressee;
5. Call to action.

For each point - one offer plus one in reserve. If it is not used, nothing bad will happen.

Ivan Vasilievich, good day to you!
Yesterday we had a pleasant talk at the "PromEskpo -2018" exhibition. You are interested in our equipment, and, as we agreed, I am sending a short description of it together with prices specially prepared for you. The emulsifier of the Rosmash company will allow your enterprise to increase productivity by 17% and improve product quality. Please contact me by phone 077 -777-77-77, I will be waiting for your call.
Respectfully yours, Egor Semyonovich Petrov, Director of Rosmash.

By the way, it is better not even to use the word "offer" in the cover letter. Let this text simply remind you of a pleasant acquaintance over a cup of coffee in the bar of the exhibition center. The recipient will now certainly open the attachment that details the information.

Reply to a commercial offer

Failure to respond to an address or “hot” commercial letter is a gross violation of business ethics. Regardless of the degree of interest, the addressee needs to find time and inform the sender about his decision. There are only three options:

1. Agreement;
2. Necessity of negotiations;
3. Refusal.

The sample below demonstrates the willingness to cooperate after adjusting prices and agreeing on other conditions.

Consent to purchase products can be expressed in any convenient way, for example, by phone. A completed transaction is considered after the signing of the contract, but this is a technical issue.

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Refusal from a commercial offer

In business, there are often cases when the proposed conditions do not suit potential partners. Even in such a situation ethical standards presuppose the notification of the author of the commercial proposal about the refusal and its reasons.

The text contains the following mandatory clauses:

• the names of the sender and recipient;
• greetings;
• the date and number of the incoming letter containing the commercial offer;
• expressing regret at the impossibility of cooperation;
• an explanation of the reasons for such a regrettable fact. No special details are needed;

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A commercial offer for the provision of services is a way to successfully sell the relevant product, because it is necessary to convey information about it to potential buyers.

Let us consider in detail how to correctly draw up a commercial proposal using the examples of samples.

What is a commercial offer

First of all, a commercial offer is a document. At one time it had only a written form, but today it most often has an electronic one.

And the last option is sent, respectively, via the Internet. The content of the document will be a description of the proposed service and its benefits.

In this, a commercial offer for the provision of a service is similar to a price list with a description and an advertising text.

More precisely, they combine their advantages: a detailed description of the service itself, including its cost, and an incentive to action, that is, to purchase. In other words, it is advertising company fitted on a sheet of paper.

It should be understood that the recipient of the commercial offer, upon accepting the conditions, concludes an agreement and may present it in the future if the contractor has not completed the work in full.

Types of offers

Depending on who exactly the proposal is addressed to, it is customary to distinguish two main types of them: personalized and non-personalized.

In simple words, the first is sent to a specific person, for example,. And it contains information designed to attract exactly this client in this case, an enterprise).

In the second case, the proposal is designed for an indefinite circle of addressees, and the information in it is of a more general nature.

The main difference between a personalized offer is an individual approach. Therefore, it should be drawn up by the specialist who has already communicated with the client personally (commercial director, manager, sales agent) and knows how to "hook" him.

But an offer designed for “everyone” is already a job for an advertising specialist. The purpose of such a document will not be so much to conclude a deal as to draw attention to your company.

The structure of the commercial proposal and features of its design

The standard volume of a commercial proposal is one sheet. Which must include:

• Company logo and name. Ideally, letterhead is used.
• Contacts. By specifying several of their types at once: telephone, e-mail, various instant messengers, you can significantly expand the circle of those interested.
• Title. It usually stands out from the rest of the text with a large font size or bold type.
• Description of the client's tasks that he can solve with the help of the company. For example, services, or freight for the delivery of their goods.
• The essence of the proposal. In doing so, it is best to avoid complex details. They, if necessary, can be placed in applications.
• Information about the company. Namely, those that testify to reliability and conscientiousness (in detail).
• Motivation for action. In this case - to contact the company to conclude a deal.
• Information about the contact person, date and duration of the offer.

As for the paperwork, the main requirement for it is literacy. Even if it is flawless from a marketing standpoint, a proposal will not be taken seriously if it is illiterate.

Also the proposal must be written understandable language... It is best to avoid long sentences and difficult words. Care must be taken when using professional terms.

Complex fonts, their variety, or multi-colored text are also inappropriate. The simpler and stricter a document looks, the more chances it will be read to the end.

It is necessary to highlight the title and, possibly, the main idea. It's a good idea if the contacts are also different from the rest of the text and placed where they are easy to see.

Also, it will be superfluous to affix the seal (whether or not).

Possible mistakes

Writing a business proposal is a difficult task. And without the necessary knowledge, it is easy to make a number of mistakes. The most common shortcomings and ways to eliminate them are collected in the table:

How to write an effective business proposal

To begin with, it is worth understanding who might be interested in this service. And then you need to proceed from a few simple rules:

• describe the benefits of the services from the client's point of view;
• use the style and language of the professional environment to which the service is oriented;
• include only really important information;
• make the document aesthetically pleasing.

Consider all of the above at specific examples.

How to write effective business proposals for transportation services

When offering transport or freight services, you need to start from the intended audience. So, passengers or citizens who occasionally carry cargo will be interested in discounts. For trading companies the timing will be more interesting.

But to win a tender for budgetary organization an indication of the ratio of price and quality will help, especially when it comes to the services of special equipment. It can also be a plus and offer not only transportation, but also security services on the way.

The current commercial offer will sound and look something like this:

We offer construction services

High competition in this industry dictates special requirements for the supply of construction services. What might interest a potential buyer:

• The ability to reduce the cost of construction without compromising quality. For example, through the use of materials own production or the latest technology.
• Reduced construction time compared to competitors.
• The reputation of the company. Confirmed preferably by competent sources.

The specifics of the activity will also require a special structure of the commercial proposal. It can include tables with calculations (as is done in a business plan) or photographs of already completed objects.

This, of course, will increase the volume of the document, but in this case it would rather be beneficial.

Features of the offer of cleaning services

The offer of cleaning services for organizations and individuals is gradually becoming massive. Consequently, competition is growing.

To attract customers and encourage them to use the services of a particular company, it is worth including information in the commercial proposal:

• Discounts for regular customers;
• On the use of environmentally friendly means and technologies;
• On the use of hypoallergenic agents, etc.

It is necessary to take into account the difference of interests of different groups of clients. For organizations, this will be a presentable view of the office and savings on the maintenance of their own staff of cleaners.

And for ordinary city dwellers - saving their personal time and the safety of chemicals used for cleaning.

If cleaning services are offered for the field of various kinds of disasters, for example, flooding, then the emphasis can be made on the absence of unpleasant odors and treatment against mold.

How to offer legal and consulting services

Perhaps, it is in this area that the competition is especially strong today.

And you can only get a client interested in purchasing legal and consulting services with a really beneficial offer. The solution of what tasks of the client will force him to become a buyer:

• an increase in the likelihood of a positive decision of the case in court or other instance (but the law prohibits giving a guarantee of this kind to lawyers);
• full support of activities with simultaneous savings on the maintenance of a full-time specialist;
• competent preparation of documents and a high probability of their adoption in various instances;
• saving time on communicating with government agencies, etc.

It will be beneficial for a client, whether it is a private person or a large company, to be able to receive part of the services, for example, consulting on any issue, free of charge.

Features of the offer of accounting services

Perhaps everything that relates to the legal sphere also applies to the commercial offer of accounting services.

Unless, instead of high chances of winning a case in the courts, there will be chances of successfully passing tax and other checks.

It would be useful to mention the mandatory preservation of confidentiality. Much of the information that accountants deal with falls under the definition of a trade secret.

It is also worth emphasizing the benefits of contacting a company instead of maintaining your own accounting department.

Commercial offer as efficient business the tool, in conditions of high competition in the service market, has been very popular in recent years. For its development, marketers, designers, copywriters, etc. are usually involved. This pleasure is worth a lot, but there is one tricky way that will allow you to compose this document at no special cost. It is enough to find suitable sample commercial proposal and slightly rework it 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 a company that offers a product or service. A commercial proposal must be drawn up on a letterhead using the corporate identity of the organization. It is an indicator of the level and severity of the supplier's business organization.
• Description of a product or service. In this section, it is necessary to disclose what, in fact, is proposed to purchase or what is proposed to use.
• Advertising 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 competitors.
• Company advantages. This section reveals the merits of the company, describes its experience, the implementation of successful projects, and so on.
• Contact information - after reading the commercial offer, a potential client should understand who, by what phone number or e-mail address.
• Signature of the company representative.

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 they have to inform the target audience about the capabilities of the product. Such an offer does not take into account the specifics of a potential client's business and is typical.

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

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

When composing 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 drawn up if, thanks to it, it was possible to convince the recipient that he needs the offered product or service. For a business proposal to be successful, it is recommended that it meets certain requirements.

First, it should be free of grammatical and spelling errors. It is useful to use professional text editors for writing. They automatically check literacy 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 proposal. Since the main task of such a document is to attract attention, it is allowed to use various infographics, pictures, diagrams, diagrams and similar illustrative materials in it, which facilitates the perception of the proposal and increases the likelihood of its acceptance.

Also, an important role is played by the color scheme, which is used in the design of the document. Firstly, the colors should correspond to the corporate identity of the company, and, secondly, they should not be provocative or too calm. Black and white documents should not be done either. They look outdated and will not attract the reader's attention (except for those for whom the content is more important than the form, but there are fewer of them). It should be remembered that at the present time 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 required data is packaged in graphic materials.

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

A commercial offer should be delivered either by e-mail, or in person. Moreover, the second method is much 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 to the recipient and convince him of the usefulness of the product or service.

Ready-made commercial proposal samples

Service Proposal Templates

Commercial offer templates for construction firms

Commercial offer templates for selling products

Quotation Templates in Word

Ready commercial proposal for cooperation

Examples of commercial proposals for the sale of goods

Samples of commercial proposals for the provision of services

How to create a commercial proposal correctly

Write a commercial proposal for the sale and delivery of goods

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

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

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

3. Prompt delivery. Goods are purchased when needed. The buyer wants to use the product to solve his problem as quickly as possible, so he is not ready to wait for a long delivery.

4. Service. If the product is technically complex, it is imperative to indicate how the buyer should act in the event of a breakdown or the need for maintenance... All other things being equal, the buyer will prefer the product that can either be easily serviced by himself, or there will be a service center next to it.

Commercial proposal for cooperation in business

When drawing up this type of commercial proposal, it is necessary to very clearly and, at the same time, unobtrusively tell about the benefits of cooperation, what benefits it will bring for 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 the business plan, but, at the same time, reflect all its main aspects. To create such a commercial proposal is a whole art.

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

When creating this document, you must also understand the interests of the target audience. So, for companies that rarely use the services of a transport company, the most important factor when deciding there will be discounts or price.

Trade organizations are primarily interested in delivery times and cargo safety. Therefore, when drawing up a commercial proposal, representatives of this segment of the target audience must indicate why the company can offer minimum terms and the presence of guards or escorts along the way.

Budget structures purchase transport services through tenders. Therefore, the commercial proposal should clearly indicate the ability to comply with all the conditions reflected in the tender documents.

Make a commercial offer from a construction company

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

Also, the construction time plays an important role. It is advisable to indicate in the sentence how and by what means they can be reduced.

The reputation of a 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 the price, the following factors can attract the consumer:

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

It is possible to formulate other advantages that will allow the client to effectively solve his problem, save or earn more.

A document from such a company must demonstrate its professionalism. In a commercial offer from advertising campaign there must be original design elements, professional terminology, effective slogans and other similar elements. This allows a potential consumer to immediately assess the level and technology of the 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 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. Buyer or customer behavior 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 in the consumer the feeling 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 over-focusing on a potential client. The authors of the proposal are scattered with compliments, describe all the client's successes, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about solving his problem or problem, so he, of course, will be happy to read about his successes, but if he does not find an answer to his questions, then it is unlikely to contact such a company.

Also, many compilers mistakenly include the following information in a sentence:

• 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 the product. This only takes up his time, which means it annoys him and worsens the perception of the proposal.
• 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 degrades the impression of the offer.
• Description of the production technology to convince 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 a product or service has the required properties. For this, a quality certificate or a description of the product itself with characteristics is quite enough.
• Indicating irrelevant client needs. When drawing up 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, it is highly likely that the commercial proposal will go into the void. The buyer will not find answers to his questions in it and will not purchase the goods.

How to effectively complete a commercial offer

The last sentence in the document is very powerful. A potential buyer will most likely skim through the text, but will pay attention to the last paragraph or phrase. This is how the human consciousness is arranged, and when drawing up a commercial proposal, this must be used.

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

A fairly common option for ending a commercial offer is a message 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 a commercial offer, but it does not in any way induce a potential client to take any action. So, the sales pitch should end with a motivation for action.

The following motives can be distinguished that can induce the client to perform the required actions:

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

Within each type of commercial proposal ending, specific wording can be formed that will demonstrate its relevance and relevance for the buyer. Thus, casting a glance at the final paragraph of the sentence, he may carefully read the entire text and then contact the company for a product or service.

Sales Cover Letter Templates:

If a commercial proposal contains more than one page, or various additional materials are attached to it (for example, pricing tables, price lists with the entire range of goods, a schedule for marketing campaigns, conferences or exhibitions), then a cover letter must be sent with it. It contains in a very condensed form the main conditions and the essence of the proposal.

First of all, the cover letter should contain a greeting from the addressee, preferably by name and patronymic (addressed 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 on what issue the appeal is being made. In 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 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 advantages, the potential consumer should have questions and the desire to find answers to them in the commercial offer itself. This will prompt him to read the document more closely.

Next, you should list the documents that are attached to the letter. Firstly, this is the document flow rate, and, secondly, it will allow the addressee to quickly navigate which documents to pay attention to in the first place in order to make a decision.

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

Thus, writing a commercial proposal is quite a 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 the proposal. This will greatly improve the efficiency of his work.