Commercial offer for information service. Commercial offer for the provision of services: Sample and recommendations for drafting

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

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

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

Varieties of commercial offers

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

Business proposals are of several types:

• "cold";
• "hot";
• standardized.

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

"Cold" commercial offer

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

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

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

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

We will discuss each of these elements a little later.

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

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

"Hot" - a personal commercial offer

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

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

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

Standardized commercial offer

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

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

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

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

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

Covering letter

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

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

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

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

Quote samples and templates

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

Also, you do not need to try to write a business letter strictly in accordance with a certain model, since your document must have individual features that can distinguish the goods sold or services provided from hundreds or even thousands of competitors' offers.

The main thing is to follow practical advice and also try to include those structural elements KP, which were presented in this article.

Get acquainted with samples and templates of commercial proposals for different areas:

How to write a good commercial offer

The task faced by all, without exception, the authors of business letters is as follows: how to make a commercial proposal so that it brings the maximum result? Therefore, in order to solve this puzzle, read the material below.

Sample letterhead.

As you may have guessed, a business proposal begins with a sample company letterhead. It is, of course, optional to use it. But, in conjunction with individual design and an advertising slogan, a sample letterhead is an excellent CP booster.

Greetings.

Appeal by name and patronymic, as a rule, is written before or below the heading. A salutation is an obligatory component of a “hot” CP, however, it can also be present in “cold” business letters.

For example:

• Personal CP - "Hello, dear Pavel Pavlovich!"
• Non-personal CP - "Hello, welcome to the company ..."

The main thing is not to change the style of address, if you started writing in a polite way, continue in the same spirit. Spontaneous transition to "you" is considered a manifestation of bad taste.

In a "cold" business letter, the heading in without fail should be catchy. Only in this way can a catchy title of a document make the addressee read your offer. So this is where you need to be smart.

Sample headlines:

• focus on the secrets and secrets - "How to lose weight in 2 hours: TM" Weight Loss "shares the secrets of a slim figure!";
• intrigue - "Stable earnings from nowhere";
• use the name of a celebrity - "Swing muscles with Timati";
• inspire fear - "While someone is reading this message, worms are eating your body!";
• guarantee - "In 33 hours you will get rid of acne forever!";
• ask - "How to ensure a long and happy old age for parents?"

An example of a “hot” type commercial offer, on the contrary, can get by with a restrained name - “ Commercial offer”, diluted with the name of the organization or the characteristics of its field of activity.

Offer.

If the title is the face of the CP, then the offer is its soul, the essence of the proposal.

The main goal of a good offer is to make it difficult to provide a list of services or goods for everyone to see. And, above all, to present a benefit to the client.

There are two ways to create an effective offer:

1. Write a list of services / products and, based on this catalog, highlight the benefits of cooperation with your company in a separate paragraph. It can be: low prices, free shipping, installment payment option, return guarantee Money etc.
2. Let's say right away that the second method is more effective. It does not provide for the presence of lists, but hits the target right away.

For example:

• “Our company will save you 13,000 rubles. on ennobling your home with high-quality Italian furniture…”.
• "We propose to provide you free shipping exotic fruits...
• “The web developer company “Euclid” will create a business card website for you for 1,000 rubles, which is 3 times cheaper than competitors ... ".

Marketing tricks.

To further strengthen your commercial offer, do not refuse to use the standard marketing techniques for business letters:

• make an extract positive feedback about your organization, hosted in in social networks and specialized sites
• tell us about the famous partner companies you have dealt with;
• Give gifts in the form of small discounts for an instant response to a business letter or offer to save the quotation and use it as a discount on the first order;
• motivate the client to cooperate with you with the help of incentive phrases: “Call / write to us ..”;
• limit the validity period of the CP or the number of trade units: "Hurry up, the offer is valid only until December 31, because from January 1 the cost of children's toys will increase 5 times for the entire range."

Contacts.

Just do not forget to indicate contact details at the end or beginning of the quotation, otherwise you will definitely not see orders.

The commercial activity of a transport company consists not only of registration, settlements with counterparties and the organization of its own fleet. It is important not only to maintain internal order and strengthen ties with regular customers, but also to attract new ones by conducting advertising campaigns in a timely manner, developing discount and bonus programs and sending commercial offers to potential partners. The latter makes it possible to notify about the services offered pointwise, referring to a specific legal entity, and not to the entire target audience.

For cargo transportation, it’s no more difficult than writing. The main thing is to imagine what blocks the text should consist of, and follow the recommendations below.

How to make a commercial offer for cargo transportation?

As well as, the offer for cargo transportation should be focused on the target audience - this is the main recommendation, without which you can forget about efficiency marketing move. Sole proprietor or entity need to have their products moved by a third party; if transportation is carried out by the manufacturer or consumer, it actually makes no sense to send a commercial offer.

Important: no matter how profitable an offer for the provision of transport services may turn out to be, it is likely to be rejected if it is illiterate, contains gross errors, or does not fit the style of a business letter. If the owner of the transport company or subordinates do not have the opportunity to write a high-quality commercial proposal, they should contact a specialist - a marketer or copywriter, and if possible, involve a graphic designer who will be able to develop a unique letter design.

Another important requirement for a commercial offer for cargo transportation is its brevity. The potential counterparty to whom the document is sent will not read several pages of small text containing all conceivable information about the services provided. It is enough to interest the future business partner - the rest can be discussed by phone, e-mail or in person.

According to modern standards business correspondence The commercial offer for cargo transportation should fit:

• on one sheet of A4 format, if it contains only text without images, tables and diagrams (the volume of the text is approximately 2-3 thousand characters without spaces);
• on two sheets of the same format, if it includes additional information - photographs, specifications used Vehicle, graphics and more (the volume of the text is the same plus a few explanatory inscriptions).

The text of the commercial offer should be as short as possible, but capacious, so that the recipient of the letter has the opportunity to get an idea of ​​the entire range of services offered by the transport company. You should not dwell on general offers or self-praise: it is first of all important for the counterparty to know with whom he will work, and not what opinion the head of the company has about the company.

Commercial offers for cargo transportation, like any other, can be of two types:

1. "Cold". They are sent to an unlimited number of recipients, and therefore are impersonal: the sender does not focus on the specifics of the recipient's business and, of course, does not address the latter by name, being content with a general greeting. Due to their versatility, they are not very effective and are used only for the initial selection of potential customers: subsequently, individual work will be carried out with each respondent.
2. "Hot". The addressee in this case is a specific person or organization, which means that the compiler of the document can use the entire arsenal of verbal influence on a possible counterparty - from a personal appeal to pointing out the special needs of his business and recognizing past commercial successes and merits. They are much more effective than “cold” ones and do not involve intermediate stages of cooperation: immediately after the recipient’s response, you can start negotiations.

Advice: it is better to prepare commercial offers for the provision of transport services of both types - both “cold” and “hot”. This will give the company the opportunity to find new customers without interrupting interaction with old ones. Below are examples of such proposals, modifying which, you can build a continuous cycle of communication with contractors.

A good commercial proposal should consist of the following blocks:

1. "A cap". May include the sender's logo, company pattern, full-page border or border, the full official name of the company, executed in such a way as to be a visual complement to the logo, and other significant graphic and textual elements.
2. header. The text in it should interest the addressee and encourage further reading, and therefore it is better to use not a dry name like “Commercial offer”, but the company’s corporate slogan or, if there is none, a slogan drawn up for the occasion.
3. Greetings. For “cold” emails, it can be the most general (“Dear colleagues!”) or absent altogether; for "hot" - sufficiently updated, with a mention of the name of the future counterparty, the name and patronymic of the head of the company or private entrepreneur and previous facts of cooperation ("We are glad to welcome you again!").
4. The essence of the proposal for the provision of transportation services. It should fit in one paragraph, and even better - in one phrase. Details will be given in the next block.
5. Main part of the offer. Here, without going beyond the specified framework, one should list the main conditions of transportation, the advantages of cooperation with the addressee, clarifying details (graphs, diagrams), optionally a small price list and positive examples cooperation with well-known Russian and foreign companies, as well as reviews of the most influential counterparties.
6. Conclusion. If the commercial offer is "cold", it may just be a call to action ("Call and check!"); if "hot" - a few kind words addressed to the recipient and an assurance of the need for further cooperation.
7. Signature "With respect ..." or similar to it. In this block, you should give the name not of the originator of the document, but of the head of the transport company, as well as contact details, using which you can contact the addressee's representative.

Commercial offer for cargo transportation - sample

Today at global network can find set or shipping products. Below are five sample emails: four "cold" emails suitable for mass mailings, and one "hot" email targeted at a specific recipient.

Like , these texts can and should be modified, adjusting them to the current situation: the more accurately the letter corresponds to it, the greater success among recipients is guaranteed.

Sample #1

Transport company "Always on wheels" - speed, reliability and constancy!

Dear Colleagues! Our transport company, which has been on the market since 2015, is engaged in all types of cargo transportation (from bulk and regular to single deliveries) throughout Russia and the CIS countries.

We work with individual entrepreneurs and large domestic companies always with the conclusion of a formal contract for the provision of transport services. Our advantages include our own fleet of vehicles with modern vehicles capable of delivering your cargo anywhere in the country in the shortest possible time, a responsible approach to solving logistics issues, transportation insurance at our expense and, of course, competitive prices. We guarantee that any of your shipments will reach the recipient safe and sound, and if necessary, we ourselves organize the processes of disassembly and assembly of overall components and mechanisms.

Our offer:

• delivery of any postal items(letters, parcels, parcels) without intermediaries - you just need to pack the item and indicate the destination address;
• container transportation from 1 to 50 tons in Russia and abroad - customs clearance and other formalities we undertake;
• tracking cargo from the point of departure to the destination using modern trackers of increased accuracy;
• at the request of the client - forwarding at the points of loading and unloading of goods at the expense of the transport company;
• you can pay transport services in advance, after the fact or in installments - we will consider any suitable option and add payment terms to the contract;
• only professionals work in our team - you can not be afraid for the safety and speed of delivery of the shipment.

You can check the price list on our official website. To discuss the details of cooperation, use the phone number below, write to email or contact us on social networks!

Our work is a guarantee of your peace of mind and good mood!

Sincerely,

Sample #2

Transport company "Always on wheels" - we deliver anything, anywhere and almost for free!

Dear friends! Our company specializes in cargo transportation and delivery of postal items. We have been operating since 2015; Among our clients are both private entrepreneurs and large companies And state enterprises. You can get acquainted with their reviews, as well as the price list and detailed conditions of cargo transportation on the official website of Always on Wheels - do not forget to bookmark it!

The sphere of cargo transportation is too specific: trusting a shipment, whether it be a unique item or a batch of standard products, from a company that does not have the experience, means exposing your property to unreasonable risk. Only professionals with many years of experience work for us - from loaders and assemblers to drivers and logisticians. And so that you do not worry about the safety of the cargo while it is on the way, we will insure it at our own expense - each unit individually or the shipment as a whole! And, of course, we will not forget to make a detailed inventory - no matter what happens, the addressee will receive the shipment in its entirety and in the proper quality.

In our work, we use modern shipment trackers that allow you to monitor the movement of cargo in real time: you get a batch number, enter it on our website and see exactly where your package is. If necessary, we provide forwarding services at our own expense at the starting and ending points of transportation - do not forget to mention this before signing the contract!

The main activity of our transport company is container transportation from 4 to 45 tons throughout the country and abroad. On an individual order, we also deliver small items (letters, parcels and parcels) with a guarantee of complete safety and drawing up an official contract for the provision of services.

We offer clients several payment options: preliminary, full or partial, after the fact and in installments. Give us a call or send us an email and we'll be happy to discuss the details!

"Always on wheels" - the recipient is closer than you think!

Sincerely,

CEO"Always on wheels" Innokenty Gavrilov.

Sample #3

"Always on wheels": your cargo is our solution!

Since 2015, the Always on Wheels transport company has been providing services for the transportation of any items and cargo - from letters and parcels to wholesale deliveries of products. We guarantee fast and careful delivery to all corners of Russia and the Commonwealth of Independent States - all you need to do is prepare the shipment and indicate the destination address.

The main advantage of our company is our own fleet of vehicles, consisting exclusively of modern cars. Each of them is equipped with GPS trackers - which means that your cargo will not be lost, no matter where you send it!

Moreover, we have developed a special shipment tracking system available to each client: you get an individual batch number, after which, by entering it on the Always on Wheels official website, you can instantly find out where your letter, parcel or container is now. It's simple and completely free - and to give you confidence, we offer a free (!) freight forwarder service at the loading and unloading stage. Do not forget to mention them before drawing up the contract - this option is included in it as a separate clause.

"Always on Wheels" is a team of professionals in their field: here everyone (from the loader to the logistician) knows how to ensure the safety of the cargo. We insure shipments at our own expense and in the format that suits you best: each unit can be insured separately, and if you are sending a bulk shipment, we will conclude a single contract with the insurer providing for a full refund in case of unforeseen circumstances.

Our special pride is the established relations with the most prominent domestic and foreign trading companies. You can read their reviews about "Always on Wheels", as well as leave your own on our official website. For regular customers, a discount program has been developed, participation in which allows you to save up to 30% of the cost of transportation according to a standard contract. Find out how to start saving now - check out the special offer for new contractors!

Use the services of "Always on Wheels" - do business, and leave the logistics to us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #4

"Always on wheels" - forward to new achievements!

Transport company "Always on Wheels" is an organization of federal significance, which since 2015 has been providing services for the transportation of goods both in Russia and abroad. When concluding a contract on individual terms, we will deliver your cargo to anywhere in the world - the cost of the service is determined based on your needs and our capabilities!

Our advantages:

• own fleet of modern vehicles designed to move cargo of any weight and dimensions;
• the state consists exclusively of professional staff- from loaders with extensive experience and certified assemblers to drivers and logisticians who annually take refresher courses;
• for regular customers there is a unique discount program that allows you to save up to 15% of the standard cost of transportation according to the contract from the fifth departure;
• for our new partners, we regularly hold the “Now on Wheels” promotion: join and get a discount of up to 10% and a set of branded souvenirs right now;
• we insure all shipments (from letter to container) for the full value of the cargo at our own expense - even in the most adverse circumstances, you will receive 100% loss compensation;
• if necessary, we provide free forwarding services at the starting and ending points - this option is fixed in the contract for the provision of transport services;
• you can pay for cargo transportation according to several schemes: before shipment, upon arrival at the recipient or in installments;
• If we do not fulfill at least one clause of the contract, you will receive the money back in full.

You can learn more about the offer, as well as read the reviews of our customers and leave your own on the official website of the company. To contact us, call the number below, send email or visit one of our social media pages.

"Always on wheels" - come with us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #5

"Always on wheels" - your personal forwarder!

Dear Nikifor Egorovich! As part of our cooperation, we are pleased to inform you about the expansion of the range of services. Now we work not only with container transportation, but also deliver any shipments - from ordinary letter to complex parts and mechanisms. The dimensions and weight of transported objects are not limited by anything.

We have made impressive progress since 2016. Our negotiations concerned transportation in Russia and abroad, and the expansion of your company's client base was accompanied by the provision of new discounts and bonuses from our side. It was the joint work that became the key to further commercial promotion - both for you and for us.

Since then, we have expanded and significantly modernized our fleet by acquiring modern vehicles, the use of which guarantees the safety of each of your shipments.

We have introduced a system compulsory insurance each shipment at your own expense - you can choose whether to insure each item individually or the entire shipment. This means that even in unforeseen cases, you receive a 100% refund of the cost of the goods - quickly and without the slightest obstacle on our part.

You have already used the services of our forwarder. Now it's completely free - just mention this option before signing the contract, so that we will include it as a separate item.

We are always glad to offer you the services of experienced loaders and qualified assemblers, which is especially important when transporting large and massive components and mechanisms. Now you can send anything by our transport company - up to planes and cars!

Finally, we have launched a full-fledged online tracking service for shipments: just get the delivery number, enter it on our website - and see where in the country your shipment is located! The service is provided completely free of charge.

To find out about all the innovations and get acquainted with the price list that comes into force on December 1 of this year, go to the website of our company - it is available at the same link as before. You can contact us by calling the phone number below or by sending an email.

We look forward to further productive cooperation!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Summing up

Drawing up a commercial offer for cargo transportation is as much an integral part of the functioning of a transport company as it is. Offers are "hot", focused on a specific recipient, and "cold", intended for mass mailing and involving further "processing" of the client. The text should be well-written, concise and capacious enough to interest a potential client. For greater effect, it is recommended to include graphs, tables and charts in it.

A commercial offer for the provision of transport services consists of the following main blocks: header, title, greeting, essence of the offer, call to action and farewell. If the text of the letter is found on the Internet, it should be modified according to the needs of the sender and the potential client. You should not stop only at "hot" or "cold" offers: by sending out both types of letters, the transport company will be able to create a full cycle of work with contractors - from attracting to retaining them.

Recently, a commercial offer has increasingly become a tool in working with potential and existing partners. Samples of commercial proposals for the provision of services - transport, medical, construction, accounting and others will be considered in this article. Here are some tips for compiling this kind of advertising.

What it is

As a type of sales texts that motivate a call to managers or a trip to the office, samples of commercial offers for the provision of services of any plan are a very common phenomenon today. If a person, having familiarized himself with this list, performs one of these actions, this will mean that the compiler has achieved his goal. Since this is a rather subtle and tricky business, despite the fact that it looks very simple, not every manager will be able to master it, and therefore there are numerous examples of commercial proposals for the provision of services (although they do not all and not always work, since specific circumstances).

But main goal drawing up this document is always the stimulation of the client to complete the transaction. Normal communication with potential or existing partners is very different from the specifics written request. And therefore, samples of commercial proposals for the provision of services will be in demand for a long time. This is extremely capacious and at the same time the most concise information, where the main aspects are emphasized.

How it's made

In working with partners, there are two types of commercial offers. With potential clients - non-personalized, that is, "cold", which can be offered to absolutely everyone. For example, a commercial offer for the provision of transport services.

A very small number of people never experience the need for transport, most likely they never do. A "cold" version of a commercial offer cannot exceed the size of the text of one page in any way, since it simply will not be read.

specifics

Another option is a personalized appeal to a specific business owner, company director or top manager. It is unlikely that at least one template of a commercial proposal for the provision of services will fit here, since you will have to pay attention primarily to the content, and only then to the structure and design of the appeal. There shouldn't be too much text! The ideal option is two or three pages (however, there are industries where even ten is not enough, and this again indicates the impossibility of using samples in some cases).

If you plan to work with new and fairly large clients, you need to carefully study their procurement regulations, and then, based on this information, build your own commercial offer. It will certainly turn out exactly the way the future customer wants it to be, that is, effective.

Attempt at writing

If a manager makes a commercial offer for the first time, he cannot do without studying the samples, examples are definitely needed to understand the form, to understand the essence. It will take a lot of time, and efforts will have to be made remarkable. First of all, after studying, it will become more clear how to develop the content itself, what must be included there and what is not, and also to identify what needs to be brought to the fore. Only someone else's experience can quickly explain how to make a commercial offer for the provision of services. Examples of such work are presented below.

Commercial offer for rendering legal services you can find anything - and related to civil law, and specifically with real estate, and with inheritance. Some of them can serve as almost ready-made proposals: fill in the required lines with your own data on the type of services provided, change the "cap" with the name of the company, that's all.

Audience

A commercial proposal determines the success of the entire business, it is one of the most important documents activities of any company. And it is not at all so important whether the manager will use ready template a commercial proposal for the provision of services or will make his own work in accordance with his understanding of the problem of sales, in any case, first of all, he will need to determine to whom this proposal will be sent. Hence the indispensable changes in the very structure of the document. That is, the composition of the target audience is most important.

These can be completely different people, so the appeal should be drawn up accordingly. For example, a commercial offer for the provision construction services can be intended for young families to provide budget housing or for people who have already taken place who need a place to relax, that is, the construction of country houses and cottages. Or, for example, children's park services are offered differently than small business lending services, where in the first case the target audience is parents, and in the second - start-up entrepreneurs.

Goals and objectives

The main, and sometimes the only purpose of any commercial offer is the sale of this service. That is why every letter, every stroke of the document should be aimed precisely at this: to interest a potential client so much that he makes a purchase. Already with the first line to be read, you need to hook the client's interest, like a hook, forcing you to read the sentence to the end. If this first step is successful, then the possibility of attracting a new partner is quite real.

The whole structure of the document should work towards this goal, all its components. Whatever the form of a commercial proposal for the provision of services, it will always have three main parts. The beginning is a short and necessarily attention-grabbing phrase. Further, the whole essence of this commercial offer, set out brightly, briefly and succinctly, with the involvement of images, using different fonts and colors. And the conclusion of the document is such that the client was simply forced to continue communication.

Structure details

There are a number of mandatory provisions regarding the form of a commercial offer. Firstly, a header, where the TIN and KPP data are indicated, the company logo, its contacts - phone, postal and email addresses. Next - an indication of the addressee to whom the letter is intended. Name, that is, an indication that this letter is a commercial offer. Date of compilation and number of this document.

Very important point- indication of the number of the outgoing document. A self-respecting company always maintains an internal document flow, and, for example, a commercial offer for the provision accounting services with an outgoing number will inspire confidence in the decency of the company, its business qualities.

Further in the document it is necessary to indicate the conditions and possibilities of payment, as well as installments, terms of delivery of services. If the commercial offer is intended for the regions, then it is recommended to attach the entire list of services and the conditions for their delivery.

Document appearance

All positions must be numbered and provided with a short name of the service with the cost of each unit. It is not in vain that they say that it is better to see once than hear a hundred times, so pictures are needed - photographs or diagrams depicting this species services. Technical specifications are also relevant in this case.

At the very end, the document must be certified by the seal of the organization and the signature responsible person. And next - the specified period of this commercial offer, that is, its relevance, as well as the relevance of the prices indicated above, and the reserves for the provision of this service. The document ends with the contacts of the responsible manager.

Kinds

1. Commercial offers can be basic, that is, sent out in large quantities and compiled in a single unique form. Thus, attention is drawn to a hitherto unknown company, the target audience is expanding. Among the advantages of the basic proposals is that a large territory is covered, managers' time is saved, and among the minuses - that there is no personal proposal, and it is highly likely that a person who does not make any decisions will read the letter. And it depends only on him whether this document will go further up the career ladder. Basic mailing is good if one service is offered that is interesting to the widest range of people: water delivery, website development, and the like.
2. There are also "warm" commercial offers. They are personal because they are sent after a cold call, for example. The advantage of this type of offer will be that at least it is already a little awaited. Here, an important nuance is that the preliminary identification of the needs of the client is simply necessary. And, for example, a commercial offer for the provision of security services is drawn up if there is information that this potential client has either weak or no security. It is recommended to start the letter with the phrase "At your request, I am sending you ..." or "Continuing our conversation, I am sending the following ...", but the main thing is that in a few days you can already make a second call and specifically discuss the terms of interaction.

The most common mistakes

A commercial offer will not be effective if it is not competitive, if it is sent to people who are clearly not interested in it, that is, it is compiled without taking into account the needs of this target audience.

Sometimes managers do not draw up a commercial offer very well, there are even cases when it is impossible not only to analyze it, but also simply to read it. Or they make another very common mistake: they only consider own product, and there is no specific proposal in the document, and the benefits for the buyer are not indicated. It also happens that a commercial offer is made in a heavy, hard-to-read style.

What matters is not the quantity, but the quality of the text. The volume should be very, very moderate, it is not necessary to indicate everything at once, the most demanded data should be put at the forefront, and it is better to remove all unnecessary words, since they distract the reader from the motivating information for which the document was drawn up.

An offer - a "catchy section" - is what is offered to a potential client, the most important element of the document on which success depends. Here it is necessary to take into account the following when compiling: efficiency, favorable prices, additional service, deferred payment, discounts, guarantees, the prestige of the company, the availability of versions of the service and a high result. Experienced craftsmen manage to combine several of these starting points in one sentence.

This term has a rather 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 you look at a detailed prism, in the hands of the company's marketer).

Each company has completely different commercial proposals, however, there are several areas that such proposals encourage.

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

From the foregoing, it can be summed up that Commercial offer is a document that encourages a person to take some action. It is worth noting that it is this aspect that shows all the skill of the organization's marketer in line with 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 advertising, a discount on a particular product, and so on.

How many commercial offers is the norm

Now you have an idea about this type of offer, but the small question remains: “How many commercial offers should be?”. The answer to this question 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 the proposals must be inspired in order to grow, 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 search for the most best approach(blur, not a bad property in order to take control of the entire range of incoming faces), a small the financial analysis, which will show almost all the hidden approaches to potential customers (with the hard work of a marketer on 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 most fit the organization's target audience template, so an individual approach is not possible here. Most often, this type of CP is a banal mailing list 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 the price tags of competitors and customer preferences.
2. The most appropriate type to send to each person is individual commercial offer, is most often carried out on the Internet and is 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 piece of the target audience that is capable of generating the greatest income. The content is an extensive menu where you can easily find out all your questions about a particular product.
3. The next commercial offer is thermal, or as it is also called, hot CP. Its meaning lies in the instant sending of this document, but only after a certain action, most often the role of such an event is played by the desire to buy goods, 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 CP. Its principle is quite elementary, you don’t need to think through anything thoroughly, you just need to send a document that does not mean anything to a person, containing important features (price, product description, etc.). On the Internet, this action is called a completely ordinary word - spam.
5. The latest commercial offer is combined CP. It combines all the most suitable features of a cold and warm CP, thereby obtaining a form that is used when the client hesitates (i.e., being on the verge of choosing or rejecting a particular product).

Personalized commercial offers

Personalized CPs are exactly the offer that carried out exclusively according to the strict individual criteria of each potential buyer. This type can be used only by those people who have communicated with a future potential buyer for a sufficient amount of time. All this is done so that the client is 100% likely to leave with any 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 subdivided into general groups in order to make it as comfortable as possible to analyze these actions. The main goal pursued by such a KP is to interest as many customers 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 that can be used as an instruction for writing.

1. The fundamental action in all undertakings is the collection necessary information. This is where you should start, collect the maximum useful information about goods and various services.
2. Bright and to some extent speaking headlines, they should push a potential client to read further information.
3. Completely remove the description of the company in the text, except for the main title, so as not to clog the text with any information necessary for the user.
4. Use as often as possible words such as "you", "your" and so on. Thus, you are praising the person to some extent, and people are greedy for 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 aggravate the mental relationship with the client.

How to write a commercial offer online

Creating a commercial offer on the World Wide Web is not as difficult as it seems. It is written according to an absolutely identical algorithm with writing a CP in reality. More opportunities appear in the online sphere, namely, you can insert any video or picture, or you can make the whole letter to the notes of Vivaldi. It is sent in the same way as a letter or as a whole file to the mailbox of a person 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.

An example of a commercial offer for the provision of transport services

Did you have an unplanned move or urgently need to transport things to a completely different point in the city? You do not know what to do in this situation? No opportunity in the form of your oversized car?

No problem, transport organization"WHITE WIND", which specializes in cargo transportation, will help you for a small fee. You will get high-quality "teleportation" of items to another location, as well as pleasant conversation with our guys, as well as a full refund of the price of any item if it breaks or fails.

Number: _________

Call, we will be glad to everyone.

An example of a commercial proposal for the provision of construction services

The construction company "Stroy s Mind" offers you the following list of its services:

• Drawing up a full-fledged architectural plan of the future structure.
• Import of high quality construction products from proven suppliers.
• And finally, the careful erection of a building.

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

Telephone: ___________

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

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

1. Small price tag compared to many other companies.
2. Quality services, which can be seen by looking at the reviews.
3. Full refund if you are not satisfied with our work.

Sincerely, Alfred Yakov Yakovich, Director General of Yurist i KO LLC.

I share the secrets of compiling effective commercial proposals using my own example. I was approached by the director of an accounting firm. Objective: to sell accounting outsourcing services.

First, let's analyze the initial sample of a commercial proposal performed by the customer:

Main mistakes:
1) Hat with props. This is an extra element in the commercial offer. Requisites are needed to draw up a contract and pay bills. And the task of a commercial offer is to “pull out” a client for contact. Interest. Change it from "cold" to "warm".

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

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

4) "Empty" adjectives. For example: high-quality services. What does it mean? By what criteria is high qualification determined? Facts should be given instead of such pacifiers. For example: services are provided by accountants who have worked for 5 years as chief accountant. Together, they helped 110 companies improve their accounting and save money. Now amorphous highly qualified has found flesh. Became visual.

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

Now let's analyze a sample commercial offer developed in the studio of selling texts.

Customer feedback on the new commercial offer:

Roman, thanks KP works. Here is a customer review: “Good evening. Short and tasteful. Give me a call Monday morning and we'll talk it over. I like your offer"
(Sergey Stolyarov, CEO of Business Element LLC website: www.buhmoscow.ru)

Let's go through the differences:

1) First of all, the design catches the eye. Agree, such text is more pleasant to read than a "footcloth" on a white background. Visual blocks, as it were, reduce the amount of text. We lay out the information on "teaspoons". And the reader "eats" them more willingly.

2) There was a headline with a benefit. Now in 10 seconds you can understand what the company offers.

3) There was a "problem" paragraph. It draws the reader's attention to the problem. KP is designed for new companies. And often the newly-made head "scores" on accounting until the tax grabs the balls. This paragraph says: bookkeeping 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. Breaking down the service into its component parts. Thus, we show how much the client receives for little money.

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

7) We eliminate the "pain" of the client. What is the risk of a client who decides to use the proposed service? He risks spending money on a poor-quality service. Yes, everything is beautifully painted in the commercial offer, but is it really so? To remove this objection, we give a guarantee: if you do not like our service within a month, we will return the money.

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