How to prepare a commercial proposal for the provision of services. Commercial proposal for cargo transportation. Cold commercial offer

Commercial offer The essay is written with the goal of selling your services profitably to the buyer. It must be well-written and contain the necessary answers to future questions. Commercial offer The announcement should take up a minimum amount of text, as it may simply not be read to the end. For cold proposals, this is no more than an A4 page, and for a detailed proposal, the volume should not exceed 3 pages.

You can use a ready-made template or try to write it yourself based on the sample.

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There are offers:

• personalized;
• not personalized;

The difference is that in personalized ones they address the buyer by name and patronymic, indicating all the person’s regalia.

The most pleasant sound for a person is his name, so before sending out offers, do not forget to clarify the person’s full name and position. To do this, you can take the time to call his secretary at the office.

In what cases is it necessary to compile?

A start-up business simply needs to draw up. Namely proposals, because there should be several of them and different types. Some clients like pretentiousness and severity; such proposals can be sent to official enterprises and organizations.

Others are impressed by a more frivolous style that invites them to purchase services or goods right now. The main goal of the proposal is not just to force the client to read the entire text to the end, but also to interest and even buy the product.

So, in what cases is a commercial proposal drawn up:

1. The company is young and needs buyers.
2. Sales have fallen, we need to remind ourselves.
3. There is an opportunity to attract new clients.
4. The company has been on the market for a long time, young strong competitors have appeared.
5. The company has a new product or service that can be successfully sold on the market and generate high income.

All these conditions for creating a selling text, like others, must be thought through and weighed. You can create several types of offers, each of which will interest a different category of buyers.

What services can the company offer?

For example, a construction company may offer the following services:

1. Construction of prefabricated houses, shops and other turnkey buildings.
2. Renovation of apartments and private houses with landscaping of the site, as well as offices, bases, and so on on the list. Naturally, you need to indicate your advantages: exclusive materials, special services, availability of a designer, landscape designer, etc.
3. Creating projects houses, redevelopment of apartments or offices.
4. Improvement of nearby areas.

So, this is what the builders’ advertising offer will look like:

The construction company is pleased to offer its services for the renovation of company offices in the shortest possible time using inexpensive materials.

Update your style, refresh your walls and delight your customers.

We do it with high quality and conscientiously. Telephone***

Naturally, the commercial offer should be larger, but from the first words it should capture the buyer’s attention.

Errors during compilation:

1. The client did not understand what was offered to him.
2. The client has no benefit from contacting this company.
3. There is no development of events.

That is, we offer office renovation, benefits: the shortest possible time, inexpensive materials. Development of events, increasing the loyalty of future customers of the customer due to repairs. All 3 offers sell. This is a commercial offer.

Offer of transport services

As an offer of transport services, you can choose the following parameters:

• loading and unloading of goods;
• packaging and labeling;
• transportation using logistics;
• freight forwarding;

So, let's write a commercial proposal:

The transport company will not only allow you to transport any cargo efficiently and quickly with or without a forwarder, but will also lay out the shortest route to deliver your goods on time. We save your time and money. For those who want to receive additional services at a minimal price, we provide our coordinates. Email…

How to compose?

There are special rules for drawing up a commercial proposal, and they must be taken into account:

1. We write the title in capital letters.
2. In the first paragraph we write the benefit that the client should receive (low prices, quality, shortest possible time, and so on).
3. Next, we describe the essence of the proposal (repair, transportation of goods, packaging and repackaging of goods).
4. Below you can give brief information about the company.
5. An appeal to a client to purchase a service or product (if you can’t write it yourself, ask a copywriter for help).
6. The validity period of this commercial offer stimulates purchasing power.
7. Contact details and date of dispatch.

You can add graphics of high-quality photographs and other delights, but do not overdo it, business people are not ladies buying cosmetics, but for her you can be brighter and more original.

How to compose online?

Depending on what your client is interested in, those services should be offered to him. To do this, you can conduct a short survey on a forum or on a social network and offer a solution to the client’s problems.

We do not offer the client to simply buy a brick, we solve his problem of building a house out of brick. It’s the same with online commercial offers. They should be short, but succinct, so that the client becomes interested and clicks the buy button.

Most often, “Cold” offers are used on the Internet, they talk about the client’s benefits and his ability to solve the problem, but a “hot” offer is when you know the client personally and you know perfectly well his preferences and weaknesses that you can play on.

There is a special program that allows you to remember who the offers were sent to and when, as well as the customer response to them. This will help you understand which text was effective and what exactly interested the buyer. This systematization helps you avoid unnecessary mailings and irritate your potential client with an endless stream of letters.

There is also a special service Quote Roller, which helps you compose text following special prompts.

Main mistakes when compiling:

1. Non-specific and vague commercial offer.
2. Description of your benefits instead of the client's benefits.
3. The text does not encourage the buyer to place an order.
4. There are no coordinates of the company, there are no advantages over others.
5. The text is impersonal.

An example of a good commercial proposal for services

We will help you bring goods from anywhere in the world. Just contact our company at a time convenient for you. These are hundreds of people who will work for you around the clock to ensure that you receive your goods on time.

Advantages of our offer:

1. We are dynamic and quickly solve any of your problems.
2. They are practical, which is why our company offers a full range of services, from packaging and loading of goods to paperwork and shipping.
3. We have modern types of communication, which allows us to protect your cargo in transit.
4. We are stable, as we have been working for 10 years, as our regular customers will confirm.

We offer two ways:

1. Constant cooperation.
2. One-time transportation.

With the first one, you will receive maximum convenience, minimum worry about cargo and discounts as a regular customer.

With the second, you can evaluate our advantage over other companies in the service and become a permanent partner.

At the moment, our company is holding an unprecedented “Just Compare Prices” promotion, during which cargo will be sent at half the cost.

Our coordinates: Phone++++ Email++++

Call us and we will tell you more about our offer.

The commercial offer should be such that you want to read it in full and, if you don’t respond to it immediately, then certainly keep contacts for the future.

The purpose of any commercial offer is to sell. In this case, we are talking about finding clients for a particular service. On the one hand, a person in need of certain services is looking for those who can provide it to them, and on the other hand, having received an offer that suits him, he will not only solve his problem, but may also want to cooperate with you in future. So this document requires a serious approach.

We consider the features of drawing up a commercial proposal for the provision of different types of services. You will also be able to get acquainted with specific examples of commercial proposals for security, transport, legal, construction, and repair services.

Don’t forget about the basic requirements for the CP

Any commercial offer, including commercial proposals for the provision of services, is primarily a “selling” text, therefore it must contain all the elements required for this type of presentation of information:

• attention-grabbing headline;
• offer – a briefly and succinctly stated essence of the proposal (“if you do this, you will get this”);
• justification of benefits for a potential client;
• call to action and contact information;
• use of graphic design elements: subheadings, lists, various fonts, possibly illustrations.

As in other commercial enterprises, when offering services should be avoided:

• a detailed description of your company with details, especially at the beginning of the proposal;
• uninformative headlines, the most ineffective would be the phrase “commercial offer”;
• complex, confusing wording in the presentation of the offer;
• epithets that do not carry meaning and are not proven by facts, such as “highly qualified specialists”, “high level of skill”, “successful implementation”;
• phrases that lengthen the text, which can easily be removed from it without changing the meaning, for example, “We will be very glad to cooperate with you”, “We will be happy to come to your aid”, etc.: business people will get acquainted with your proposal and busy people who have no reason to waste precious time on “water” in commercial texts.

Features of CP “At your service”

What is the difference between commercial offers, the task of which is to encourage the use of a certain service? Let's consider their fundamental features.

1. Purpose of the proposal:
   • if a “cold” proposal is drawn up, that is, everything is sent to potentially interested clients, then its goal is to talk about an opportunity that may one day be useful, and to satisfy this need better with this particular company;
   • for “hot” personalized CP, the goal is to inform about the nuances and encourage cooperation, highlighting the most positive aspects and strengths of interaction.
2. The target audience: Commercial proposals for services are placed on the table of executives and senior managers who make decisions about their organization and payment.
3. KP style: businesslike, without familiarity, quite restrained, maintaining dignity.
4. Additional points:
   • it is important that the commercial proposal is drawn up in such a way that the client immediately understands that it is not just trying to sell a service, but also thoroughly understands it;
   • It’s great if the text of the CP will focus on solving pressing problems of the target audience or the addressee specifically;
   • clear and clear identification of resources to solve the customer’s problem and the benefits of choosing your company.

Examples of commercial proposal texts

In these examples of commercial proposals for the provision of various types of services, the emphasis is on the content; the aspect of printing design (illustrative material, use of color, fonts, etc.) is left to the discretion of the developer. The examples are relative.

Commercial proposal for the provision of security services

A BUTTON THAT CAN KEEP YOU OUT OF TROUBLE
Console security of any objects

Do you have unwanted guests and they could be dangerous?

Unexpected trouble will never take you by surprise if your office or store is equipped with a panic button. No matter what happens, not even five minutes after pressing the button, the rapid response team will be at your place and will immediately solve the problem of any complexity.

Security agency "Panther-plus" organizes remote control security of retail, office, industrial premises, as well as apartments and private houses. We will provide:

• 24-hour monitoring of the facility entrusted to us from a centralized console in the control room;
• upon receipt of a signal, the arrival of an armed group within 2-5 minutes.

At our disposal:

• 15 staffed groups in cars, dispersed in different areas of the city;
• more than 200 licensed employees aged from 25 to 40 years, each of whom has undergone special training and has experience serving in the armed forces or law enforcement agencies;
• service firearms permitted for use in security organizations: PKSK and Izh-71 pistols;
• special means for communication.

Additional services

By contacting the Panther-Plus manager or reading the information on the official website htpp://www.panteraplus.ru, you can familiarize yourself with the full list of services provided by the security agency:

• installation and maintenance of video surveillance systems;
• installation of office and home intercoms;
• all work related to security and fire alarms;
• armed security of the facility;
• ensuring access control;
• safety during events;
• information and consulting services regarding legal protection.

Call 555-55-55, and customer service manager Petr Sergeevich Ivanenko will advise you on any issues of cooperation. You can also leave a request on the website htpp://www.panteraplus.ru, and we will contact you.

The first 5 clients receive a 10% discount on services. Flexible discounts for regular customers.

Security agency "Panther-plus"

555-55-55

http://www.panteraplus.ru

Commercial proposal for the provision of transport services

Cargo transportation without problems at anti-crisis prices

Your cargo is in the right place without noise and dust

Your company does not need to waste time and effort organizing cargo delivery to any point in the country. Contact the Podorozhnik company and entrust your care to professionals.

Podorozhnik has been operating on the domestic market since 2003. We have successfully delivered more than 150 million tons of various cargo to all cities of our country. We do not need intermediaries: our own resources will fully ensure the safety of your cargo and its timely delivery.

By contacting us, you receive:

• resources of our fleet, equipped with cars and trucks of various carrying capacities;
• the ability to transport cargo from 1 quintal to 60 tons to any region of the Russian Federation;
• cargo insurance;
• tracking the movement of cargo using a geolocation system.

Prices that please

Thanks to the use of internal resources and the absence of intermediaries, Podorozhnik is able to set minimum prices for its services. For our clients we have provided:

• the possibility of transporting goods on credit;
• providing a cumulative discount for regular customers and business partners;
• Possibility of preferential rates for loading and unloading.

Attention, promotion! Free loading for the first 5 January customers!

We value your trust

We are responsible for the professionalism of our employees. If our drivers deliver the goods more than 24 hours late, you will be refunded 30% of the cost of services.

Call, write, come

We will answer any of your questions by phone. 123-22-22.

We accept letters by email [email protected] We respond 24 hours a day within two hours.

Come to our office at the address: Moscow, st. Gvardeiskaya, 93, we are open 7 days a week from 8:30 to 18:00.

Commercial proposal for the provision of legal services

Pay a lawyer 20-40% less
Legal support of business activities

The salary of a full-time lawyer is a serious expense for any entrepreneur. Meanwhile, competent legal support is a component of the success of any business.

Any task can be handled by the experienced professionals of Legolas LLC, who have been successfully operating in the legal field for more than 10 years.

Services for entrepreneurs:

• quick registration or liquidation of an organization of any form of ownership;
• changes in registration data;
• full legal services for the company's activities;
• financial statements;
• lawsuits and challenging decisions;
• information services on civil, tax, land law;
• assistance in the preparation and execution of business documentation.

The customer is always right

10 years of experience and reviews from more than 1000 satisfied clients speak of our professionalism and ability to guess the client’s desires. Spend time growing your business rather than studying regulations.

Place your legal issues on the shoulders of Legolas LLC and forget about them forever.

If, as a result, you remain dissatisfied with our cooperation, we are ready to return up to 60% of the amount you spent.

We cooperate with entrepreneurs from any region of the Russian Federation.

Flexible payment system

We provide discounts to regular business partners

For clients who order more than 2 services, the third one will be provided at half the cost.

A full list of services and prices is on our website http://femidalegolas.ru

Dial 222-33-44 and we will be happy to answer any of your questions.

We are waiting for you from Monday to Friday from 9:00 to 18:00 in our office at the address: Moscow, st. Cow shaft, 9.

Commercial proposal for the provision of construction services

Archistroy company - we build something that you will be proud of!

Short lead times, high-quality materials, just a few days

Do you need to build a building and don't know where to start? “The construction company “Arkhistroy” will fulfill all your expectations in the following areas:

• drawing up a project for a future structure;
• full cycle of construction services, from foundation to finishing;
• landscape design of the territory;
• renovation of premises of any complexity.

Why is it beneficial for you to enter into an agreement with the Archistroy company?

1. An absolute guarantee of meeting deadlines, officially recorded. If the construction project is not ready by the appointed time, we will return 30% of the amount as a penalty.
2. Using only certified materials produced by European companies (we cooperate with manufacturers).
3. Prices for consumables without intermediary markup.
4. A staff of specialists of all profiles who have special education and have been trained and certified at the International School of Builders in Vienna (Austria).

It’s convenient to cooperate with us!

• Having concluded an agreement, you make an advance payment in the amount of a quarter of the amount, the rest is paid after the delivery of the object;
• We purchase materials only with written approval or in the presence of the customer;
• possibility of payment in installments within 12 months after conclusion of the contract;
• We do not increase the estimate without the client's request.

Interested in cooperation?

Call 365-48-48 or leave a request by email [email protected].

Client Relations Director Sergey Eduardovich Kotenko will advise you on any issue that arises.

We provide a 12% discount to clients who say the code phrase “Vivat, Archistroy” when contacting them.

Thank you for your attention!

JSC "Arkhistroy"

Moscow, st. Avangardnaya, 12

[email protected]

Commercial proposal for the provision of repair services

REPAIR NEEDED? WE WILL HELP!

In a few days you will enter a completely renovated room!

Have you moved into a new house or apartment?

Do you want to start working in a newly renovated office?

Do you need to refresh and update the room, or do a redevelopment?

REPAIRS NEED TO BE MADE!

The Masterova company will be glad to carry it out for you!

All types of work - in one company!

We perform:

• repair and finishing work of any kind;
• plumbing and electrical installation work;
• installation of metal-plastic windows;
• installation of air conditioners and ventilation systems;
• removal of construction waste, cleaning of premises and territory;
• assistance in preparing and approving design documentation for redevelopment;
• technical supervision of all actions performed;
• post-warranty service.

At the request of the customer:

• In addition, interior designer services can be provided;
• assistance in delivering materials and bringing them to any floor;
• Full supply of materials from recognized brands is possible.

This term has a fairly extensive description, but most often it is interpreted as a kind of mechanism or tool in the hands of the entire organization as a whole (if viewed through a detailed prism, in the hands of the company’s marketer).

Each company has completely different commercial offers, however, several areas can be identified that are encouraged by such proposals.

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One of the fundamental factors is the full purchase of a particular product, but it is often difficult to convert the entire flow into just one action, so in such cases the essence of the commercial offer is blurred into some important motivating actions, from talking on the phone to visiting the official website of the enterprise.

From all of the above, we can sum up that Commercial offer is a document that pushes a person to take some action. It is worth noting that it is this aspect that shows all the skill of an organization’s marketer in terms of increasing sales or capital turnover of the entire production as a whole, a significant part of all sales of a product or service depends on it. Most often, a commercial offer is a type of print advertisement, a discount on a particular product, and so on.

How many commercial offers is normal?

Now you have an idea about this type of proposal, but a small question remains: “How many commercial proposals should there be?” The answer to the question posed can be easily obtained from a kind of dependence, the more, the better, however, you need to do it in such a way that it does not come at a loss to the company, otherwise you can fly into the “bankruptcy” column.

Also, it is worth noting that proposals must be inspired in order to grow and change into a more preferable form along with the organization and its product line or service.

But at the same time, it should be different for each person, in order to look for the best approach (blurring, a good property in order to take control of the entire range of incoming persons), a little financial analysis will help here, which will show almost all hidden approaches to potential clients (with hard work marketer over a commercial offer, everyone becomes a potential client).

Kinds

1. One of the first and most popular types is typical gearbox. It is designed for a huge mass of people who best fit the template of the organization’s target audience, so an individual approach is impossible here. Most often, this type of commercial proposal is a banal mailing with a price list and related services. It is worth noting that large-scale corporations perform this operation quite often, and even make different offers for certain areas of goods in order to conveniently maneuver among competitors’ price tags and customer preferences.
2. The most suitable type for mailing to each person is individual commercial offer, most often carried out on the Internet and written by an experienced copywriter to order, so that the CP is unique and brings subsequent profit to the company. As the name implies, an individual CP is written specifically for that segment of the target audience that is capable of generating the most income. The content is an extensive menu where you can easily find out all the questions you may have about a particular product.
3. The next commercial offer is thermal or as it is also called, hot CP. Its meaning is to instantly send this document, but only after a certain action; most often the role of such an event is played by the desire to buy a product, namely a call to the organization, negotiations with consultants, and so on.
4. However, there are also proposals that are completely different from the previous one, namely cold gearbox Its principle is quite elementary, you don’t need to think through anything thoroughly, you just need to send a document containing important features (price list, product description, etc.) to a person who doesn’t mean anything. On the Internet, this action is called quite an ordinary word - spam.
5. The latest commercial offer is combined gearbox. It collects all the most suitable features of cold and warm CP, thereby obtaining the type that is used when the client hesitates (i.e., being on the verge of choosing or rejecting a particular product).

Personalized commercial offers

Personalized CP is exactly the offer that carried out exclusively according to the strict individual criteria of each potential buyer. This type can only be used by those people who have spent a sufficient amount of time communicating with a future potential buyer. All this is done to ensure that the client leaves with a 100% probability of making a purchase, otherwise all efforts will go to waste.

Non-personalized commercial offers

Non-personalized CPs are a huge mailing to the entire target audience, which is divided into general groups to make it as comfortable as possible to analyze these actions. The main goal pursued by such a commercial enterprise is to interest as many clients as possible, after which other types of offers come into play.

Writing rules

As in all areas of activity, this one also has its own small root algorithm, which can be used as writing instructions.

1. The fundamental action in all endeavors is the collection of necessary information. This is where you should start, collecting as much useful information as possible about products and various services.
2. Vivid and somewhat telling headlines should encourage the potential client to read further information.
3. Completely remove the description of the company from the text, except for the main heading, so as not to clutter the text with any information necessary for the user.
4. Use words such as “you”, “your” and so on as often as possible. Thus, you are praising a person to some extent, and people are susceptible to flattery.
5. The last point is such an aspect as writing in a language understandable to others. You don’t need a lot of professional terms; they will only worsen the mental relationship with the client.

How to write a commercial proposal online

Creating a commercial offer on the World Wide Web is not as difficult as it seems. It is written using an absolutely identical algorithm to the writing of CP in reality. In the online sphere, more opportunities appear, namely, you can insert a video or picture, or you can make the entire letter to Vivaldi’s notes. It is sent the same way as a letter or as a whole file to a person’s mailbox in order to present everything written individually.

Examples

Now the most elementary examples will be given for a complete picture and consolidation of the material. It is worth noting that for each service sector something new should be done, suitable specifically for this type.

Example of a commercial contract for the provision of transport services

Have you had an unplanned move or urgently need to transport things to a completely different part of the city? You don't know what to do in this situation? There is no opportunity in the form of your own large-sized car?

It doesn’t matter, the transport organization “WHITE WIND”, which specializes in cargo transportation, will help you for a small fee. You will receive high-quality “teleportation” of items to another location, as well as a pleasant conversation with our guys, as well as a full refund of the price of any item if it breaks or fails.

Number: _________

Call us, everyone is welcome.

Example of a commercial proposal for the provision of construction services

The construction company “Build with Mind” offers you this list of its services:

• Drawing up a complete architectural plan for the future building.
• Delivery of high-quality construction products from time-tested suppliers.
• And finally, the careful construction of a particular building.

During this time period there is a discount of 5 percent of the total price, hurry up!

Telephone: ___________

P example of a commercial contract for the provision of legal services

Do you have any legislative problems? We will help you solve them, however, now you have a question, why should you choose us? Everything is quite simple; a full answer is based on three arguments:

1. Low price tag compared to many other companies.
2. High-quality services, which you can verify by looking at the reviews.
3. Full refund if you are not satisfied with our work.

Sincerely, Alfred Yakov Yakovich, General Director of Lawyer and KO LLC.

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 of the Federal Tax Service and the court. 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 are 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.

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

What is a commercial offer?

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

• Personalized, sent to a specific addressee and containing a personal message inside. The main advantage of such offers is that the client involuntarily begins to feel involved in your company; he is pleased that he will individually receive an offer with a special discount or bonuses. Of course, he doesn’t need to know that several dozen other people received a similar letter.
• Non-personalized, which is also called cold. It contains impersonal information, is not directed to a single person, but is designed for a large circle of consumers. This proposal also has its disadvantages: firstly, the lack of personal appeal generalizes the information, reducing the degree of interest of the client. Secondly, the offer can be read by a person who will not make the purchasing decision (secretary, middle manager, relative, etc.).

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

• Will attract the attention of a potential client/partner.
• Will arouse interest and desire to purchase the product.
• It will help the buyer decide to make a purchase or order a specific service.

Taking these decisions into account, a commercial proposal is developed, but the principle of its “work” is similar to that of a regular advertising campaign. Naturally, the textual content of a commercial proposal is 50% of success; if you create a personalized proposal, then you need to pay great attention to the paper and even the envelope in which it will be sealed. Usually, in order to attract the client’s attention, the proposal is supplemented with the company logo or an emphasis is placed on corporate colors.

Structure: compose a sentence sequentially

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

Title and subtitle of the CP

• Headline, which uses an enticing phrase and, if possible, a corporate logo.
• Subtitle, which defines the service or product offered.

Which is correct?

Example No. 1

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

Example No. 2

• Headline: The Minutka courier service will deliver your order from the cafe so quickly that the dishes will not have time to cool down!
• Subtitle: Services for delivering hot lunches for employees directly to the office.

Example No. 3

• Title: Express Italian courses: we will refund you 100% of your payment if your employees do not speak Italian in 3 months!
• Subtitle: Special service for preparing personnel for the arrival of foreign colleagues, foreign business trips, and maintaining documentation.

Example No. 4

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

How wrong?

• Headline: LLC "Wall": let's build it as if it were for ourselves.

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

Information and benefits block

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

Wrong

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

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

The cost of our services depends on the number of your employees, the distance of the cafe from your office and other factors. To find out more, contact us by phone or email!

There is no “pepper” in KP, there is no intrigue and that very “candy” that attracts customers. You definitely need to use more numbers, tempting phrases and offers that will make a person read the letter to the end and call you.

Which is correct?

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

5 reasons why you should contact a courier service in a minute:

• Our services are used by more than 15 organizations in Nizhny Novgorod.
• We work 744 hours a month, accepting orders day and night.
• We cooperate with more than 25 food outlets of different price categories.
• The service has its own fleet of vehicles and the latest equipment, allowing it to accept and deliver orders within 30 minutes - 1 hour.
• If you find food delivery cheaper, we will give you a personal 20% discount.

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

Sincerely, Recruitment Director of the New Technologies company Anna Kovalenko!

Shall we cooperate?

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

What is the purpose of the proposal?

All advertising tools have one goal - to sell, to sell profitably. And it doesn’t matter what tools you use, because a cheap calendar or an expensive proposal on laminated paper should attract the client and arouse his interest. Therefore, all the efforts of the person making the commercial proposal should be concentrated on competently presenting the benefits of the purchase, which even the client who is “not in the know” will see.

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

Tips to help you write a business proposal

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

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

Rules for drawing up a commercial proposal: determine the goal, audience and other parameters

Before drawing up a commercial proposal, it is necessary to analyze the target audience for which the document is intended. You must realistically assess the desires and capabilities of your potential audience in order to create a good proposal.

Check after compilation

After drawing up a commercial proposal, it is worth conducting a short test by quickly skimming the finished letter. Does it solve the client's problem? Is there any pattern in it? Is everything listed? You can carry out several such checks; believe me, all the “verbal” chaff will be eliminated, and only useful and effective information will remain on paper.

There are several tools you can use to check your offer:

• Ask your coworker or friend to read the proposal. Let your friend evaluate the commercial proposal and say whether he would make a call to your company or not. What is important here is perception, understanding of the topic (even if the person is completely unfamiliar with your product), and the desire to call.
• Read the text, discarding all epithets. For example, the phrase “our best hairdryer in the whole world” sounds simpler and easier without superlatives, no longer looking like a schoolchild’s essay.

This is how you simply proofread a commercial proposal, ridding it of worn-out cliches and truly ridiculous phrases. Then give it to the printing house or designer, and you will receive the CP ready for sending. But what to do next with ready-made proposals? Let's find out together!

Examples of ready-made commercial proposals: photos

If you don't have someone on staff with experience sending out such proposals, you'll probably have to hire one. Fan mailing by email or delivery by courier is a subtle science that requires certain skills. But the situation will be facilitated by using your own or purchased client base with potential buyers.

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

Let's sum it up

Writing and sending commercial proposals is difficult, really difficult, if you want to get real results. For such an “action” to bring benefits, be sure to contact professionals or friends who have been involved in drawing up commercial proposals at least once in their lives.