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

What is a commercial offer?

A commercial offer is business letter customers with product advertising.

• Cold commercial offer is used for mass mailing new clients.
• Hot KP intended for those who have already been contacted by phone, email or in person.

Why do companies write CP?

• Present a new or updated product (in the second case, demonstrating improvements);
• Inform about promotions, sales, and individual offers. A distinctive feature of such a commercial package is restrictions on the validity period or quantity of the product;
• They thank you for your previous purchase, ask for feedback, and unobtrusively offer another product. The client is already familiar with the company’s work, and it is easier to push him to a new deal;
• They invite you to a presentation of a company or its product.

Commercial proposal: what should contain

Denis Kaplunov, copywriter and software development specialist in his book "Effective Commercial offer» highlights the main components of the proposal:

• Title;
• Offer;
• Selling price;
• Call to action.

Let's look at how to correctly compose a commercial proposal - section by section.

Letter header

Lead

Examples of how to write a lead CP:

1. Press on an important problem for the client - lack of clients, competition, lack of ideas for new products.

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

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

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

3. Mention the key benefit of the offer or outstanding customer results.

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

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

Especially for the New Year, we offer a new product - our signature sweets in gift sets, and much cheaper than buying separately.

Offer

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

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

Important nuance: If you want to make your commercial proposal as attractive as possible, do not lie to your clients and do not promise the impossible. Such tactics will only do harm in the long run.

An example of an offer in a commercial proposal of a transport company
Source: https://kaplunoff.com/files/_portfolio_works/work_140.pdf

Price

The most important thing is to indicate it. Otherwise, most potential clients will go to competitors, not wanting to waste time finding out the cost. Next, these numbers need to be justified. If the cost is significantly lower than that of competitors, this is already an excellent argument. If not, find something to stand out. These are all the same discounts and bonuses, product guarantee, speed and quality of service, gifts, exclusives.

Example

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

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

Example

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

Call to action

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

How to make a commercial proposal for cooperation

How to write a proposal for cooperation? Similar to offering goods! If you would like to offer your professional services, prepare a tempting commercial offer.

The standard cooperation proposal template includes five blocks.

1. Letter header. To prevent your letter from getting lost in a dozen advertising offers, write your real name and indicate how you can be useful.
2. Lead. Tell the client what problem you can solve. Lead is not the place to list your credentials. The first person who interests the customer is himself.
3. Offer. Tell us about your experience and how exactly you can help the client. An excellent option is to provide cases so that the customer can evaluate the results.
4. Price. Don't hide your prices, talk about them directly. If you understand that you are asking more than other specialists, explain why this price is justified.
5. Call. Invite the client to contact you in a convenient way: provide links to social media, phone number or email. Offer to save your contact even if the service is not yet required.

The best commercial offers: examples

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

I share the secrets of drawing up effective commercial proposals using my own example. The director of an accounting firm approached me. Task: sell accounting outsourcing services.

First, let’s look at the initial sample of a commercial proposal made by the customer:

Main mistakes:
1) Hat with details. This is an extra element in the commercial proposal. Details are needed to draw up an agreement and pay bills. And the task of a commercial proposal is to “pull” the client into contact. Interest. Turn it from “cold” to “warm”.

2) No title. The phrase commercial offer, alas, is not such a thing. The purpose of the headline is to encourage the recipient to read the text.

3) There is no clear offer (proposal). The CP reader does not understand what is being offered to him. The text contains information about what accounting outsourcing, why it is beneficial, etc. But there is no obvious proposition: do this and get that.

4) “Empty” adjectives. For example: highly qualified services. What does it mean? By what criteria is high qualification determined? Instead of such nonsense, facts should be given. For example: services are provided by accountants who have worked for at least 5 years as a chief accountant. Together, they helped organize accounting and save money for 110 companies. Now the amorphous highly qualified has found flesh. It became clear.

5) “We will be glad to cooperate with your company” is clearly an unnecessary phrase. Remove it, and absolutely nothing will change. You must mercilessly weed out the verbal weeds in commercial texts. Especially when your target audience is business people, managers.

Now let’s look at a sample commercial proposal developed in the sales text studio.

Customer feedback on the new commercial offer:

Roman, thanks KP it works. Here is a client review: “Good evening. Short and sweet. Call me on Monday morning and we'll discuss everything. I like your proposal"
(Sergey Stolyarov, CEO LLC "Business Element" website: www.buhmoscow.ru)

Let's go through the differences:

1) The first thing that catches your eye is the design. Agree, such text is more pleasant to read than a “footcloth” on a white background. Visual blocks seem to reduce the volume of text. We put information into “teaspoons”. And the reader “eats” them more willingly.

2) A headline with benefits appeared. Now in 10 seconds you can understand what the company offers.

3) A “problematic” paragraph has appeared. It focuses the reader's attention on the problem. KP is designed for new companies. And often the newly-minted manager neglects accounting until the tax authorities grab him by the balls. This paragraph says: accounting is important, and here's why...

4) We give a short offer (the essence of the CP) and strengthen it with benefits.

5) We increase the value of the commercial offer. We break the service down into its component parts. Thus, we show how much the client gets for little money.

6) Add a block with social proof (reviews).

7) Eliminate the client’s “pain”. What is the risk for a client who decides to use the service offered? He risks wasting money on a low-quality service. Yes, everything is beautifully described in the commercial offer, but is this really so? To overcome this objection, we give a guarantee: if you do not like our service within a month, we will return your money.

8) We set a time limit in P.S. so that the client does not postpone the decision.

One of the leading ways to promote a product is a commercial offer for the provision of services. Its essence is to convey information about the product to potential customers, expanding the circle of consumers, which is main goal business. How to correctly compose it in accordance with the samples will be discussed further.

Forms, types of commercial offers and their features

This document may be in written form at on paper, it is usually sent by regular mail or courier delivery. Its digital form is delivered to the recipient by email or by simply transferring a flash drive from hand to hand.

For companies, it is important to timely perform the services offered and strictly adhere to deadlines.

To participate in the tender budgetary organization an ideal balance between quality and price is required. In addition to basic transportation services, offers to provide security services for the period of relocation and compliance with security measures will be very effective.

Performing construction and installation services

There is the most active competition in this area, which means you need to make special efforts to win your circle of clients. This requires special ingenuity and the use of maximum capabilities:

You can read more about the commercial proposal for cooperation in this article:

• Acceptable cost reduction without loss of quality. For this purpose, innovative technologies and raw materials are used own production, minimum intermediaries.
• Efficiency in the provision of services, significantly less time to complete them than competitors.
• The company's image, certified by reliable, authoritative sources.
• The specific structure of the proposal with the presence of diagrams, tables, demonstration in photos of examples of performed services.

Despite the fact that this form of the document will be quite voluminous, it should not be shortened. By the way, if the proposal is drawn up in in electronic format, you can actively use links.

Sample:

Providing cleaning services

Along with the fact that the demand for this type services are growing, and competition is growing accordingly. The CP must include the following information:

• System of discounts for regular customers.
• Use of environmentally friendly detergents and cleaning products, modern technologies.
• Use of hypoallergenic materials.

When creating a document, you need to take into account who it is addressed to. If this is a commercial company, emphasis should be placed on the economic effect (comparison of staffing levels and services offered).

For private customers, time savings and health safety (elimination of the use of chemicals) are important.

Services for eliminating the consequences of various types of elements - it is important to pay more attention to the ability to eliminate mold and remove unpleasant odors.

Sample:

Lawyer services

This area is also quite competitive. You can interest the client with specifics, clearly indicating which problematic issues of the client can be solved:

• High probability of success as a result judicial trial(guarantees in this case are prohibited).
• Full support of the company’s activities (focus on cost savings for a full-time specialist).
• High professionalism in document preparation.
• Resolving issues in government agencies.
• Free consultations on specific issues.

Sample:

Medical and educational services

Taking into account the fact that these areas are widely represented by the network government agencies, it is necessary to focus on the following points:

• Availability of discounts for regular customers or special categories.
• No queues.
• The employees are of the highest category.
• High level of service culture, taking into account individual characteristics client.
• Application innovative technologies, modern equipment.

Sample proposal:

Working with foreign partners

An experienced businessman knows that the specific goals, positions and principles of foreign entrepreneurs differ from domestic ones. To achieve success in concluding a transaction, you must go through the following steps:

• Introduce the foreign partner to your own positions and goals, study his conditions and proposals.
• Find a compromise solution on mutually beneficial terms, which should be reflected in the text of the CP.

Relations with foreign merchants are built in the following sequence:

• Submission of written proposals and wishes.
• Clarification on individual issues (for efficiency by phone).
• Final clarification of all controversial issues and agreement on a meeting.

There are several ways to successfully interact with foreign partners:

1. Execution of an offer (written proposal) in the form of a business letter.
2. Preparation of a set of commercial conditions for the upcoming transaction, accompanied by technical conditions.
3. Drawing up a draft contract signed by the exporter. This option is acceptable for regular partners, with a good understanding of their needs.

Standard commercial offers at international exhibitions have a high effect. Here you can take advantage of the moment and, in a short period of time, distribute previously prepared proposals to those who are interested in a specific area of ​​services.

Wait for an answer or call?

Here you can make a clear decision - call. According to statistical data from marketing campaigns, it was found that commercial offers:

• are not always sent to the correct email address;
• end up in SPAM
• sent not by the decision maker (decision maker);
• are not viewed due to heavy workload, availability of suppliers or other reasons;
• are not always fully understood or do not provide sufficient value to the customer or business;

One phone call will help resolve all these problems and increase the trust of a potential client.

After preparing the CP, everything is just beginning

A ready-made offer is just a tool for promoting goods and services, which must go through several stages:

• Getting to know the offer.
• Studying similar offers from competitors.
• Selection of offer.

The manager must monitor this process, thereby keeping the process of selling goods or selling services under control. And this is the main final achievement for a successful business.

A commercial proposal for the provision of services is an incredibly powerful and sought-after tool in any business. It helps to formulate the right offer, talk about the scope of services provided and, most importantly, bring direct and desired profit.

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Issues discussed in the material:

• What is a commercial offer
• What problems does it solve?
• What types of commercial offers exist?
• How, to whom and when to send a ready-made commercial proposal

In this article we will talk about how to create a commercial proposal for the provision of services. It contains samples that can be downloaded via links, illustrative examples, as well as a description of the basic principles and approaches. All this will help you learn how to write enticing texts that will definitely interest your customers.

This is a headache for all sales managers. Joke! But seriously, any salesperson sooner or later has to develop a commercial proposal for his company. And then he will learn from his own experience how difficult it is.

A commercial proposal is drawn up in the form of a document intended for a business partner. At the same time, the correct presentation of all the details of the transaction provides the organization with a profitable contract. Otherwise, the employee who compiled this document bears responsibility for the mistakes made, since it is because of him that the company loses clients.

Today, many people mean a commercial proposal as a type of selling text. Firstly, it contains a detailed and clear description of all the organization’s services. Secondly, it sets out the conditions for receiving special offers, discounts and bonuses. There are no specific rules for this. In terms of form, a commercial proposal for the provision of services may well be drawn up in a free style and have different structure. IN in this case The most important thing is not the execution, but the result – concluding a profitable deal and generating income.

Obviously, a commercial offer is an integral part of any marketing campaign. However, what is its function? How should a potential client react when reading information about a company on advertising flyers or on the Internet?

First of all, the commercial proposal should be drawn up in such a way that:

• attract the attention of a potential buyer;
• interest him;
• encourage the purchase of goods;
• push to complete the transaction as soon as possible with the help of special offers, discounts, bonuses, etc.

When starting development, adhere to the specified criteria. At the same time, you must know exactly what target audience you are targeting, since different generations have their own interests and needs.

Agree, it would be stupid to launch advertising for dentures using marketing tools that are relevant to young people. Only a properly drafted document can attract the right clients. Find a suitable sample in modern conditions will not be difficult for you.

• Over 15% of all operating organizations do not use a commercial proposal

This is understandable if the reason is the specifics of the company’s activities. For example, when the client is the final consumer.

However, very often there are no commercial proposals for the provision of services. wholesale companies. As they say, in this case everything is decided on a restaurant napkin. It is important to understand that a commercial proposal is an indispensable element of sales in almost any business.

• A commercial proposal increases the likelihood of concluding a deal by 50%

A well-drafted commercial proposal will sell your services without a sales representative. It will help the consumer understand the overall value, compare the facts, and weigh all the pros and cons. His task is to dispel the client’s doubts and convince him of the correctness of his decision to conclude a transaction.

• Only 25% of potential buyers will be interested in your commercial offer

It should be noted that here we are talking about “warm” commercial offers sent en masse to buyers after the call. There are also completely different situations. These are individual sales pitches used in meetings.

• More than 50% of interested people make a decision based on the information contained in the commercial proposal for the provision of services

Such a proposal summarizes everything that the client had (or did not have time) to become familiar with after several contacts with the company. It helps a person keep in mind all the cases, facts and advantages that ignite his desire to conclude a deal as soon as possible.

• Sales of organizations that have developed high-quality designs for their commercial offers increase by 10–20% in the first two months

This is evidenced by customers who received a new design without modifying the texts. The fact is that potential buyers, thanks to a more attractive appearance commercial offer, they begin to treat the company differently. Studies have shown that visual accompaniment of content improves the perception of information by 20,000 times.

If your competitors' benefits and conditions are equal to or even slightly better than yours, but their offering is clearly underdeveloped, then a modern, attractive design will help you beat your rivals.

• Mention of related services in a commercial proposal leads to an increase in sales by 5–10%

A sales pitch is a great place to upsell. Many customers may not know that you can solve their other problems and problems. Therefore, by advertising basic and related services, you get double benefits.

What is it like, a well-written commercial proposal for the provision of services?

A commercial proposal for the provision of services that leads to maximum return:

• designed in such a way that dispels any doubts of the client;
• clear and specific;
• contains mention of special offers;
• demonstrates all possible benefits for the buyer;
• structured and competent;
• contains no errors.

Discarding formalities and focusing on the most important thing, we see that the effectiveness of a commercial proposal is based on only three main points:

1. Benefit for the consumer.
2. Correctly selected target audience.
3. The time is right.

Let's look at a clear example. Recently, Ukraine adopted a new tax code. The volume of the book turned out to be considerable... Then several outsourcing organizations began to offer companies to bring their accounting to the requirements of the new tax code.

An attractive benefit for customers was the guarantee. It was as follows: if any violations are discovered based on the results of the outsourcers’ work during the first inspection, accounting organization pays all penalties at his own expense. That is, it turns out that the customer does not risk anything. He gets rid of unnecessary difficulties, receives clean accounting, and even a guaranteed refund in case of problems. This is truly beneficial for the client.

When choosing a suitable target audience outsourcers used two tactics. Some occupied the niche of small and medium-sized businesses and sent commercial proposals for the provision of services to individual entrepreneurs and companies that do not have accountants.

And others went straight to major brands. They did this, guided by the fact that their accounting department is generally a “separate state”, so it is quite difficult to restore order there according to the new criteria. As a result, in-house specialists did not have to be distracted from their main work, and the outsourcing company put all the documents in order at this time.

What about “the right time”? In the example situation, it was important to do everything “right now”, since the code had already been adopted and came into force. By delaying, outsourcers would miss out on benefits.

This is how an effective commercial proposal is formed. It is formed, not written.

Main types of commercial proposals with examples

Above are examples of filling out a commercial proposal for the provision of services, which are created in one unique form and sent to many clients at once. If consumers are not expecting any emails from your company, you should first get their attention.

Advantages:

• saving time;
• large reach of the target audience.

Flaws:

• perhaps the commercial proposal will be reviewed by a person who will not make the decision himself;
• There is no individual approach to the buyer.

It is beneficial to send basic commercial offers to advertise a single service that many people are interested in (water delivery, development of web resources, etc.).

Focused on a specific client after conducting negotiations with him ("cold" call). The main advantage of such a commercial offer is that the buyer expects it. Therefore, in this case, the document should be drawn up based on the identified needs of the client, including the offer itself and the most specific information.

Begin your commercial proposal for this type of service with one of the following phrases:

• “At your request, we will send...”
• “In continuation of our conversation, I am sending you...”

One more important point of such a commercial offer should be noted. It gives you the opportunity to call the consumer again a few days after sending the letter and discuss certain nuances of the interaction (what he would like to clarify, what he liked, how interested he is in the transaction).

A special type of commercial offer, which is public contract, which does not require signature verification. It is usually used by online stores and websites of various SaaS services. When the user fulfills the terms of the agreement (for example, registers on the site), he automatically accepts the terms of the commercial offer.

What does a classic commercial proposal consist of?

• Header with a graphic image (usually a logo).
• Subheading with the name of the service or product.
• Advertising products, attracting attention.
• Listing all the benefits from cooperation with the company.
• Trademarks, company contacts.

In order to competently formulate a commercial proposal, it is important to know the functions of each of its structural elements.

For example, the headline should attract the consumer’s attention and motivate him to further view the text. This element plays an important role. The purpose of the subtitle is to arouse even greater interest in a person, and the main text is to argue for the information presented above. At the end, it is necessary to approve the client’s decision to make a purchase.

How to write a commercial proposal for services: 7 steps

Stage 1. Determining the purpose of the commercial proposal

Typically, a commercial offer for the provision of services is created for the purpose of sending it to potential buyers. It describes the services of the organization with the expectation that the client will be interested in at least one of them.

But you can work for sure. To do this, it is necessary to study the needs of a potential client and focus on these needs in the description of certain services that are important to him. This means that at the initial stage you need to determine the purpose of developing your commercial proposal.

Step 2: Create an attention-grabbing headline

Here your task is to make the person read the text. So reach out to your clients and then identify the problem or show them how to solve it.

Take title creation as seriously as possible. The fact is that not all triggers that are tempting for ordinary consumers will be effective in this situation.

First of all, you should avoid unnecessary words and support the information with facts. The headline should arouse the recipient's interest, have a deep meaning, be clear and summary. Ideally, a specific business proposition should be combined with consumer benefits.

Sample of writing a commercial proposal for the provision of services

What not to do : “Commercial proposal for the supply of quality raw materials.” The essence is clear, but the benefit of the partner is not.

Just right: "Wear-resistant fabrics for production upholstered furniture– 4000 colors available.” Many different colors and durable materials will certainly interest the furniture manufacturer.

Common mistakes made when creating a header:

• Spam

Of course, the headline should provoke and intrigue the recipient of the letter, reflect the benefits for him, specific numbers and comparisons. However, the main thing here is to observe moderation. Otherwise, the text will be perceived as spam. Surely it will be deleted if it contains the words “buy”, “benefit”, “guarantee”, “free”. Titles with description and meaning are much more effective than empty, clearly advertising appeals.

What not to do: “Today only, order products in bulk with a 30% discount.” Most likely, the letter will end up in the Spam folder and the recipient will not see it.

Just right: “For wholesale customers of store “N” – the purchase price is 30% less.” The discount is mentioned, but rather unobtrusively.

Make sure that the title of the commercial proposal for the provision of services corresponds to the content of the text. If the intrigue at the beginning of the letter is not related to the topic, the client will immediately be disappointed and stop reading it without learning about the possible benefits.

What not to do: “Get 30,000 clients for 30 kopecks each.” The reader will feel mistrust - it is not clear where the clients will come from.

• Lack of benefit and specificity

Headlines that don't reflect the facts turn off customers. Do you think a person will become interested and start studying the text to find out the details? Of course not. Nobody wants to waste their time solving riddles. Offer the consumer something specific. Then he will immediately understand what benefits he will receive.

What not to do: “A trick that your competitors successfully use.” It is unlikely that the recipient will become so curious that he will drop everything he is doing and begin to read about tricks that he may not need at all.

Just right: “Service “N” increased the income of online fish stores by 25%” - the owner of a similar business will probably want to know how this resource increased the profits of competitors. He will read this letter without any “tricks”.

• Grade

We do not recommend using words such as “best”, “fast”, “profitable”, etc. in a commercial proposal for the provision of services. The fact is that they do not carry a specific meaning, and clients do not like it when someone else chooses for them. Therefore, replace such value judgments with concrete facts.

What not to do: “No one will service your vehicles at a better price.” The letter is sent directly to the spam folder. What are these favorable conditions? Surely the recipient already receives such a service. There is no point in him wasting his time comparing your conditions with those he has now.

Just right: “Maintenance of corporate fleet – three cars for the price of two.” The recipient of the letter immediately sees the benefit for himself. He will probably want to look at the prices in order to calculate which service will be cheaper.

Stage 3. Lead and offer creation

Lead - the very first paragraph, briefly describing the problem and leading the reader to an offer that reveals the essence of the commercial proposal for the provision of services. These are the pricing policy, the uniqueness of the product, additional services, delivery times and other benefits.

In short, an offer is a unique selling proposition (USP) within a separate commercial proposition.

• An introduction that is too long, turning the first paragraph into a voluminous “watery” liner that reduces the reader’s interest

What not to do: “You have a large staff of employees in your organization, which is why you have to buy uniforms for them every year. It is not cheap and wears out quite quickly, since the company’s employees work 12 hours a day.

You spend a lot of money to replace old and damaged uniforms. In addition, you have to dispose of discarded items, look for other suppliers, provide them with sizes and patterns. We produce uniforms good quality and are ready to help solve your problem."

Just right: “Russian Railways employs 400,000 people. This means 800 sets of uniforms per year and costs of 4 million rubles each season for purchases from private companies.”

And now the offer: “We offer to produce uniforms for your employees at our factory. This way you will save 35% of the cost of purchasing it and another 25% on its replacement, because we sew clothes only from materials of increased strength.”

Actually the first example isn't that bad. However, it lacks specifics. When drawing up such a commercial proposal for the provision of services, it is important to understand that the client is already ordering uniforms for his employees somewhere. And in order for him to change the supplier, you need to convince him of profitable cooperation, using specific facts.

Let's take an example from a domestic manufacturer of household chemicals. The company produces organic powders, which are 50% cheaper than foreign ones, but similar in quality.

The seller has the opportunity to make a good markup on them, even at a favorable price for the end consumer, which will increase sales income. Taking this information into account, we will provide examples of commercial proposals for the provision of services for a small retail store.

Option #1. Management is unaware of the problem. The store owner is unaware that a similar product exists at a lower price. It is necessary to tell him about the problem that has arisen and offer an effective solution.

How to proceed: “We offer supplies of domestic household chemicals made from European raw materials. The purchase of environmental products “N” will be 60% cheaper. Moreover, their retail cost is only 10% less compared to imported analogues. This means that the income from sales is 50% more.”

Option number 2. Management is aware of the problem and is trying to find the best solution. The store owner wants to save money. He has probably already contacted your organization. Therefore, you should focus on additional benefits.

How to proceed: “We offer supplies of domestic household chemicals based on European raw materials. The minimum order value is 6,000 rubles. Check for yourself and see that the demand for our products is higher than for imported products. And thanks to the low purchase price, sales income is 60% more.”

Option number 3. Management is already collaborating with competitors. The store owner is negotiating with another supplier who offers the same products at a similar cost. Your task is to find a unique advantage over your competitor.

How to proceed: “We offer supplies of domestic household chemicals based on European raw materials. Pay for the consignment of goods only after you sell it. Expand your store's assortment without changing your budget. We will deliver the products to the door of your warehouse for free.”

Before you begin developing a commercial proposal for the provision of services, answer two questions:

1. What does the recipient need? A client ordering transportation needs his cargo to be delivered safely and as quickly as possible. And when choosing a supplier, wholesale cost and on-time delivery play a major role.
2. What do competitors offer? It is very important to know the commercial offer of your competitors and to differ from them. Does everyone have free shipping? Then it can no longer become your unique advantage. Of course, this fact is worth pointing out, but the emphasis should be on some other benefit.

It does not reflect specific benefits, the value of the commercial proposal for the provision of services, the reader does not understand it.

What not to do: “We offer supply and installation of standardized machines that are suitable for use with parts from any manufacturer.”

Just right: “We offer universal machines that work with any parts. You don't have to look for a replacement for your raw materials. When concluding a supply contract, installation is provided as a gift.”

• Implausibility of the offer

You make unrealistic promises to the consumer that cause him doubts.

What not to do: “We guarantee a fresh product - we deliver freshly caught fish from Vladivostok to Moscow in just one day.”

Just right: “Guaranteed freshness of the goods - delivery of fish to Moscow from Vladivostok by high-speed helicopter within 12 hours after catching.”

• Presence of cliches and cliches in the offer

In your commercial proposal for services, avoid such clichés as “a team of professionals”, “affordable prices”, “exclusive products”, “fast delivery”, “individual approach”, etc.

What not to do: “We approach each customer individually and quickly process the order”; “We offer supplies of exclusive products.”

Just right: “The manager works only with you and processes the order within 15 minutes”; “Occupy a vacant niche in the market and become the only dealer of thermal collars for Jack Russell Terriers. The predicted level of demand in your city is 200 units per month.”

If you want your commercial proposal to be answered, then contact a specific organization or its representative, be specific, provide facts.

Stage 4. Compiling the main part

Layout of a commercial proposal for the provision of services:

The purpose of this part of the text is to reinforce the previous one (offer) so that the client is finally convinced of the benefits of cooperation. Here you can confirm and prove your promises, talk about the product, and reveal the benefits for the consumer.

Determine the criteria that the client will pay attention to when choosing a commercial proposal:

• for services - unique differences from competitors, certificates and licenses, payment and work schemes, conditions for partners, level of professionalism, technical support, service, types and volume of services;
• manufacturer – product features, including the possibility of manufacturing according to individual designs, minimum order, delivery conditions, product range, production volumes;
• supplier - benefits for the buyer, information about demand for the product, discounts for wholesale buyers, service features, assortment, minimum purchase volume, delivery options, regularity of deliveries, timing.

Be sure to indicate in the commercial proposal for the provision of services all information that is important for the client, because he expects to receive answers to all questions from the text. Provide evidence, demonstrate benefits, use specific numbers and facts.

When justifying your words, adhere to the following rules:

• Arrange your arguments in a “ladder of persuasion.” Most often they start with the weak and end up stronger. We recommend using the most impressive argument in the offer, then “reducing the degree” a little, and at the end of the main part give a couple more significant arguments for a smooth transition to cost.
• Translate your product features into benefits. For example, “We supply energy-efficient lamps that use 25% less energy and reduce your lighting costs by 10%.”

Offer: “When using the energy-efficient lamps we supply, 25% less energy is consumed and lighting costs are reduced by 10%.”

Arguments:

• licensed production;
• protection environment;
• long period of operation - 12 years (conventional lamps need to be replaced every three years, savings amount to 500 thousand rubles);
• free delivery and installation.

Therefore, clearly show him all the benefits using graphs, mathematical calculations, and accurate data. Try to avoid value judgments and general words.

Confirm each of your assurances in a commercial proposal for the provision of services: indicate the names of experts, accompany the mention of statistics or scientific research references, justify the figures used with appropriate calculations. In the B2B segment, rational arguments are more effective than emotional ones.

What not to do: “Our company recycles old lamps free of charge. You don't have to throw them in the trash. But this dog will not be poisoned by mercury.”

Just right: “Our company will remove old lamps from your warehouse and recycle them free of charge. You will save 40 thousand rubles on waste transportation and avoid a fine for environmental pollution.”

Maybe the business owner also loves dogs. However, only the opportunity to save money or real benefits will convince him to buy your lamps.

• Research the potential buyer's business

Find out what he needs and how you can help him. Compare the benefits received with what the client understands and what is related to his business. So, for the director of a meat processing plant, you can compare the savings from replacing thermal insulation with the cost of 40 heads of livestock, and for the manager of a factory - with the cost of 40 new machines.

Don't promise what you can't deliver. Obviously, no cooperation will work if you provide the service in a week, and the commercial offer indicates a period of one day. Identify the real benefits and use them.

If you have a lot of competitors, then your commercial offer should stand out among other letters. Under such conditions, it is allowed to use creativity that does not cross the boundaries of business communication.

Stage 5. Justification of the established cost

Any commercial proposal for the provision of services must contain a price list, because:

• this demonstrates the transparency and integrity of the transaction. Since you are not hiding important information, the client will know that if he sees his interest, you will not raise the price;
• people often increase the estimated cost of products. If your product seems too expensive to a potential buyer, he will simply refuse further negotiations;
• the client does not have to waste time clarifying the cost. Busy people tend to put off making a quote to find out the price later and then forget about it.

Some organizations do not set fixed prices. This happens if, for example, they depend on the needs of the client. Then in the commercial proposal you need to at least indicate how much typical services cost or the price range “from and to”. It is also necessary to post information about what affects the change in cost.

To make it clearer for the reader, you can calculate the price for a specific case or give examples of work indicating the total amount (renovation of a workshop with an area of ​​40,000 sq. m using foreign materials costs 900 thousand rubles, and using domestic ones - 400 thousand rubles).

If you set a high price (more than your competitors), be sure to justify this decision, because the buyer will probably wonder why you did this. You can use one of the suggested methods to justify prices:

• The ability to obtain a loan on preferential terms or pay in installments without overpaying interest.
• Unique advantages of a service or product - bonuses, free maintenance, additional services, exclusive qualities, as well as other “tricks” that prove the fairness of the price (20,000 rubles includes the cost of 200 units of products and technical support throughout the year).
• Availability of several service packages (premium, standard, economy). Compared to intermediate options, the cost of the standard package does not seem too high to the client.
• The price is divided into several components with a detailed description of what is included in the service (for 60,000 rubles you get 30 m of pipe + packaging + delivery + installation + service + measurement visit + 30% discount on insulation).
• The cost is divided by day or month. Small daily or monthly expenses are perceived much calmer compared to a large annual amount. To play in contrast, you can immediately mention in the commercial proposal for the provision of services the savings for the year (you pay 200 rubles daily under a maintenance agreement for a corporate fleet and save 800,000 per year, since we service every third car with a 40% discount).
• Savings or benefits for the consumer (if you pay for an annual advertising placement for 100,000 rubles, your ad will be seen by 1 million people, and the cost of the contact will be 0.1 ruble).
• Comparing the cost with something understandable and meaningful for a potential buyer (accounting services cost 200,000 rubles per year, and the tax fine is 500,000 rubles).

Stage 6. Elimination of doubts

The very last block of the commercial proposal for the provision of services is intended to eliminate the client’s doubts and his final conviction. Place in this part of the text final arguments reflecting the absence of risks for the buyer, the profitability of the transaction and showing the reliability of the company:

• Guarantees. Depending on your field of activity, this could be: free cargo insurance; compensation in case of late delivery; free consultations during the entire period of cooperation; warranty service for the duration of the contract; return Money, if the product does not fit or you do not like.
• Company information, if they are a significant advantage. These will be: work results in numbers, specialization in specific services, work experience, licenses and certificates, information about the market position.
• Payment terms and work procedure, if they reduce buyers' risks. This is employment under a contract, payment after checking equipment or upon completion of work, etc.
• Providing a trial period or a free sample of the product for evaluation.
• Social arguments, namely: a list of famous buyers, “before and after” photographs, expert recommendations, examples of successful cases, reviews. Do not use fictitious ones, as this is immediately noticeable.

Stage 7: Call to Action

At the end of the text of the commercial proposal, you must indicate the action that the client must take. Don't forget to also mention your item's quantity or time limits (if there are any).

Example: “Contact us to receive a sample contract. The quantity of goods is limited - only 20,000 units. Our contacts…".

Don't use spammy words like "Do it right now" or overtly salesy expressions. Instead, back up your call to action with an additional benefit (“Contact us before January 21st for bulk pricing on any purchase amount”).

There are two ways to create a commercial proposal: full-fledged advertising material with design and simple structured text. Choose the appropriate option taking into account your personal preferences, characteristics of the target audience and the specifics of your business.

For simple design, you need to carefully consider the structure of the text. Properly place lists for transfers, eye-catching sidebars, highlight important details headings and subheadings. A well-written structure makes the text much easier to understand.

To decorate with a design, it is important to think about the placement of color accents, the choice of suitable shades, and the correct arrangement of blocks. You can use standard prototypes, of which there are many on the Internet, or create your own unique design.

Of course, a commercial proposal with a design looks very attractive. However, its development will require a large investment of time and money.

It should be added that there is something more interesting than standard letters, documents and PDF files. Commercial offer 3.0. is a separate beautiful page that is created in just a few hours and placed on the company’s domain. It can be sent to clients.

Such a commercial proposal is much more effective than a competitor’s branded estimate or an outdated PDF file.

To understand what kind of reaction a commercial offer for services will cause from a reader, check:

• On your fingers. Try to read the text without such product ratings as “unique” or “best”. If at the same time it is interesting to read, then you did everything right. Don’t forget to back up your eulogies with certificates, stories, reviews, and accurate data.
• For understanding. Find someone you know who falls within the target audience of the developed commercial proposal. If he sees the benefits of your product and understands all the main points of the document after the first reading, then the text is written correctly.
• For a quick look. Just look at the document. Your task is to understand which elements of the text attract attention so much that you really want to read them (photos, highlighted fragments of the description, logos, headings). If the information presented in them helped you understand the essence of the proposal, then everything was done correctly.

After preparing your document, you may be wondering how to submit it. A “hot” commercial offer for the provision of services can be saved as a PDF file and immediately sent to the person who is waiting for it. As for “cold” offers, here you have a choice of four options:

1. First a letter, and upon response - a commercial offer. Sending is carried out in two stages: you check your interest, and after establishing contact, you send a commercial offer.
2. Physical format. This is a letter sent by regular mail. If your competitors are bombarding consumers with email sales pitches, this could work great. The main thing is that the letter looks expensive: a snow-white envelope made of thick paper, a stamp. Ideally, the address is written by hand.
3. Send as an attachment with a cover letter. It needs to introduce itself and arouse interest. Just don't go overboard with the details. If the reader wants to see more information, he will open the document in the attachment.
4. Sending a commercial offer in the body of the letter (HTML format). Use a special service or program for email marketing. An additional advantage of this method is that you will see the number open letters with reference to time and each contact in the target list. Very comfortably.

It is impossible to say in advance which of these approaches will be more effective. You need to test each of them and then compare the results.

2019-10-28 07:57:18

An excellent article for anyone who wants to make the right commercial proposal for the provision of services. I learned a lot of useful things. Thank you.

What service is being 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.

Arguments and calculations on why subscription legal services are more profitable for small businesses than an in-house lawyer. This argumentation is given in the article “In-house lawyer VS subscription service”. The main idea of ​​the article: an entrepreneur can save from 937,000 to 1,670,000 rubles per year by applying for subscription services and without hiring a lawyer on staff.

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

Facts about the company: 8 years of work, the fact of being included in the rating of “Business Petersburg”, speeches of company employees in the media. The company employs former employees Federal Tax Service and courts. The opportunity to consult with employees of the Federal Tax Service 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 the 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 is a lot of stress, of course, but for a company it is complete paralysis).

Tariffs and price list (Yulia sent them to me, but I won’t show them, you will still see them in the finished commercial offer).

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

The fact remains: I wrote this commercial proposal 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 distributed version of the CP, everything was in order with word hyphens.

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

Commercial offer title

This header has three elements:

Appeal to the target audience (small business). The target audience immediately sees that this is for them, although, I repeat, it could have been segmented in more detail.

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

Result: receiving quality legal services.

Lead paragraph of a commercial proposal

A 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 the first place in importance.

So, the lead paragraph:

This lead paragraph is far from brilliant. You don’t want to cut it out and hang it in a frame above your desk. This piece of sales pitch is mediocre. But let's look at what we have.

So, first sentence:

“In any business there are issues that must be resolved by a lawyer.”

The point 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. Delaying the intrigue could lead to irritation.

Argumentation in the CP: we compare 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 must incur and compares these costs with the costs if the company contacts “Legal Bureau No. 1”. I think it looks impressive:

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

We continue to tell you what an entrepreneur will win by contacting “Legal Bureau No. 1”

Its meaning boils down to this:

you will feel comfortable working with us;

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

your problems can be solved because we have lawyers specializing in different industries; whatever the problem, we will solve it;

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

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