Sample CP for services. Commercial proposal for cargo transportation. For the production of metal structures

Selling effortlessly is difficult, but it is possible. To do this you need to know your Client / partner and make a profitable for him commercial offer at the right time. You will find examples of such proposals below.

If the company does not have sales virtuosos and masters of manipulation, then a commercial proposal (CP) will help you. This marketing and advertising tool is successfully used even by chimpanzees when there are enough bananas for training and further work.

Even those managers who do not know how to sell make money with a selling CP

The challenge is creating and understanding this essential advertising tool. My practice shows that the main problem is in understanding and a series of questions.

Who should I send the CP to?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the recipient calls immediately?

Below you will find examples of commercial proposals.:

for the supply of goods,
provision of services,
about cooperation.

You will learn what a CP should consist of, how to use thinking from the Client, what information to look for and how to use it.

VZHUH and you are at the most interesting place:

We determine the target audience, collect contacts, use 3 sending tactics

Words don't sell. Sells information. To collect a database and write a selling commercial proposal, you need to know everything about the Client, the product / service and the situation on the market as a whole or the region. I'll show you how this works in one of my examples. For now, theory.

Do not start collecting a database and writing a commercial proposal until you have:

a complete understanding of the target audience: what kind of person he is, what his head hurts about. The narrower the segment, the better, for example: “vegetarian restaurant managers”;
proposals for the target audience that will increase income, self-esteem, solve a business problem or simplify work - will bring real benefits.

About the client (target audience) and how to collect a database

The target audience is people (NOT companies, but people) who have a similar task, problem, complexity and manage all this: the desire to earn more. The broader your knowledge about specific representatives of the target audience (TA), the greater your understanding of the audience as a whole.

We are interested in a narrow segment of the target audience, to whom we will offer specific benefits, often mutual. Communicate with representatives of the target audience by phone, through social networks, websites, forums - find out their real needs and problems. This will help you find pain points and objections that you can successfully cover in your commercial proposal.

Potential client base

The customer base CANNOT be purchased, collect blind company registrations on websites and directories, especially when it comes to companies. Because you won't get to know your potential customers.

On websites and in catalogs, the general address is indicated, which is viewed by the manager. In most cases, the manager doesn’t care how much the company earns and he has clear instructions regarding commercial offers - add them to SPAM and delete them!

The benefits are of interest to owners, individual entrepreneurs and hired managers. We only need decision makers (DMs).

Work with sites where there are management contacts or an email address “for commercial offers”

Correct options for collecting email database for commercial offer:

the person leaves a request himself (subscription page, personal communication);
you find the manager’s contact or email for the CP on the website (or in the 2GIS database) - sometimes it happens;
taking contacts through the manager: by letter through the feedback form, mail or cold call.

3 tactics for working with the database

It is assumed that you have already communicated with the manager (form on the website/phone) or secretary and obtained the contact information of the manager: head of sales, marketing, manager or owner of the company.

We call the decision maker before sending a cold commercial proposal. The task is not to sell a product or service, but to communicate with a person. Is he interested in this problem and topic? Listen to the answers and write them down. Agree on sending the CP.
We call the decision maker after sending a cold commercial proposal if there is no response within 1 - 2 business days. We say something like: “Sergey, hello! On Monday we sent you a CP, but YOU never responded..." Task: find out whether the person received the CP; if so, then write down what we didn’t like. We are trying to close a person on a deal.
We send the command post using the collected base and play Hachiko.

Use only options 1 and 2 when testing the CP. Because this is the only way you will receive feedback and be able to adjust the proposal. This is extremely important when you have not communicated with potential clients before writing the proposal. Sometimes it turns out that benefits and conditions are not of interest to any decision maker. We’ll have to go back to working with the target audience and the offer.

Writing a proposal takes 10% of the time, editing 20%, and collecting information 70%!

Commercial offer - selling composition

Imagine the Client as a busy person. He doesn't want to read anything. He doesn’t care who you are or what company you’re from. And worse, he DOESN'T like you. Because you want to sell something. Your CP is a personal insult.

Anger will be replaced by mercy if the commercial proposal contains:

Letter subject, which motivates him to open, but does not resemble spam: “We called you yesterday...”, “Here is what you asked for...”.
Offer beneficial for the Client. It may not be beneficial for you. This is normal at the 1st stage of sales.
Mini-description of the company – 2, 3 sentences about what you do (can be omitted if the illustration explains it).
Accurate answers to questions: “why write (you need a reason)”, “why me”, “what is my benefit and yours”, “what are the conditions”.
A few lines about money. When a person receives a CP, he must know exactly how his financial position or the company’s position will change when he orders a service or buys a product.
Evidence that it's one hell of a deal.. If you miss this chance now, then you could end up in trouble later. Give convincing examples that this really works.
Phone, mail or another method of communication convenient for the Client.

Put all these meanings into a supertitle, title, subtitle, illustration (caption) and an offer, broken down into clear messages. When the recipient sees his benefit, then he begins to read. The trap will slam shut.

Information that the client wants to see - (PM). They close objections, answer the Client’s questions in such a way that they capture the imagination, force them to read and think about the proposal.

Distracting a person from a lot of important things is 1 victory.

An example of the structure of a commercial proposal - the “PI” screen

I use this structure 6 out of 10 times. It’s simple, it works, and the cost of a commercial proposal of 1–2 sheets is comfortable for individual entrepreneurs and small businesses.

Top (1 screen):

header + phone + logo;
illustration and signature;
title;
subtitle;
offer of 4 – 6 benefits, which are divided into 2 columns;
the strongest argument (we highlight it: with a frame, color, or a special icon);

Of course, a lot depends on the service, product, business, conditions, quantity and quality of selling information (PI). But this structure is the most correct. Because it breaks the KP stereotype - a sheet of text where nothing can be understood in 10 - 15 seconds of reading.

First screen of the offer

On 1 screen, show the value of the offer. Give selling information that will interest the recipient for further reading. Make sure he understands:

what will we talk about;
why did you write to him (clear context);
what are its benefits;
why the service/product is needed.

Ideal condition if you know the name, position of the recipient, the company to which you are sending the CP. Then, together with the title, we write a personalized message: “Vasily Pavlovich, hello! It’s beneficial for the construction business and it works” or a phrase that motivates a friend to read. You can tell what you do.

Structure is needed, but selling information is more important

If the advertising tool is used in printed form, then we have half an A4 page left before moving on to the next page. You need to have time: to close the main objections, give conditions (price, how to order), communicate added value and make a call to action. There can be 2 calls:

“turn the page to...” or “on the next page you will find out...”;
call to call, write or follow the link.

Send your commercial offer by EMAIL using HTML format. In this format, you can send landing pages by email that do not have transitions between pages. The conversion is higher, but this format is inconvenient to print out a document to show to colleagues/management.

Structure of the CP (persuasion screen)

The task of the first screen is to provide maximum selling information and bypass the advertising filter. The second is to prove that this is the right choice.

You need to sell with facts and figures, not promises and lyrics. When the facts are not enough, make the benefits stronger. Play NOT with words, but with meanings. Let the commercial proposal be unprofitable for you, but the task of the commercial proposal is to establish contact with the Client. Get a warm response (call, letter), and not sell directly.

Sell NOT with words, but with meaning.

What to use to persuade:

structure, where each subheading is something important for the recipient;
examples of use and results (links to confirm your words);
closing 2 – 3 objections that arise when reading the top part;
more selling information about the product/service (characteristics, advantages, description, if it is a complex product);
list of clients and partners;
added value of the offer;
extended guarantees (it is important to convince the person that they are not risking anything);
reasonable supply restriction.

Second offer screen

Difference between hot and cold sales pitch in the awareness of the target audience, the presentation of information, its quantity and what to close the client on.

For a “cold” Client– this is 1 or 2 contact. The person doesn’t know anything about you or the offer yet. Close a potential client for a call, consultation, provide a link to a sales page, website or video where there is more information.

A cold commercial offer will interest a person, and he will become a “warm” client

For a “warm” Client– this is selling material that provides answers to questions and motivates purchases. Submit a commercial proposal with a full set of selling points. This will at least make the task of further sales easier, because there will be a reason to call back. And as a maximum, the Client himself will call to buy.

CP volume. The number of sheets does not matter! What is more important is the quantity and quality of information that a potential Client needs to receive in order to make a decision on cooperation or action. More information is good, but only when it helps make decisions, answers questions, and does NOT create new ones.

You or you? If you know the name of the recipient and are addressing him, then you should write it correctly. However, no one forbids you to always write You (the illusion of personal appeal), except for the rules of the Russian language, but they have a mediocre relation to the work of a copywriter. If only they bought it, we’ll at least write swear words. There have been no studies on the effectiveness of You, You.

We got to the examples!

Examples of a commercial proposal for the supply of goods + 4 ideas for commercial proposals

Selling goods is more difficult than selling services. There is always a competitor company that sells the same thing. Work and logistics have already been established with it. There is no point in changing the supplier when everything is satisfactory. The problem is solved by the specifics of business in Russian, the market situation, a cool bonus and innovation.

Business in Russian, this is when there is a supplier, but he makes the entire management nervous. Because he behaves like a monopolist: he misses deadlines, raw materials or goods are in poor condition, and when it comes to resolving issues, negotiations drag on for months. A commercial offer with the best conditions is the most common way to add salt to the wound and sell painkillers.
Market situation. When a Turkish missile shot down a Russian plane, many goods came under sanctions. Russian companies have a chance to get rich. It was a golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 other prohibited products for import. Such moments need to be caught and the command post prepared for them.
Cool bonus. Copywriter Claude Hopkins was not selling a product, but a bonus. He sold advertising for the Client's pies, and only then the mixtures for the production of Cotosuet pies (raw materials). And it all worked in tandem. When you tell a manufacturer in Russia to help your partners sell goods by providing them with advertising information, people don’t really understand WHY. They say: “we are manufacturers...”. A curtain.
Innovation. Even when a product has a slight advantage or an interesting manufacturing feature, this should be talked about in all advertising materials and, of course, in the commercial package. Have you seen the new Skoda Octavia 2017? They slightly changed the headlights and radiator grille and sell the car as a unique product. Take the example of automakers - focus on innovation.

I will not post a couple of examples of commercial proposals in the form of screenshots. Instead, I will post 10, but with links. All commercial offers below were written by Mikhail Pozdnyakov, i.e. author of this blog.

Examples will open in a new tab(click, read):

Example 1."Market situation"
Example 2."Business in Russian"
Example 3."Innovation + gift"
Example 4.“After the exhibition + bonus”
Example 5.“Business in Russian + benefits”
Example 6.“Market situation + benefits”
Example 7."Innovation + good timing"
Example 8."Innovation"
Example 9.“Supply of toys, example of a complex offer”

This is a really big article, the most complete on commercial offers. I will add examples of successful commercial proposals from my practice.

Look at a few examples of business proposals from your niche to see how direct and indirect competitors sell. This way you will receive selling information and find out. Make the best offer!

Do CPs work? They are working. Here are examples of commercial proposals with confirmed payback:

Sample commercial proposal for the provision of services

Services are easier to sell. Because information is easier to find on the Internet. When you know exactly what the service is needed for and who the target audience is. The difficulty is in the advertising offer. After all, the service sector is developing rapidly and there are a lot of competitors.

The product can be tested by purchasing a small batch or seeing test results if it is equipment. The value of a service is determined by its effectiveness. For example, let’s take the creation of a commercial proposal.

The effectiveness of the commercial offer difficult to measure. It depends on the amount of information collected, the copywriter’s ability to present it, the skills of the designer, and the managers who send out the proposal and process applications. A good email database will bring more clients than a bad one.

How to sell a service:

Show what will change after the service is provided. When you buy a commercial offer: it will become easier for managers to sell thanks to strong advertising material, you will have the results of a marketing audit (portrait of the target audience, objections, problems, what people pay attention to when making a decision), which will make all your advertising more effective and selling;
Give extended guarantees. If KP does not bring clients after testing, which we will conduct together, then I will work until the start of sales and profits that will cover the cost of my services (extended warranties work worse with goods);
Mini-cases that you can check. When creating commercial offers, I take into account not only the product/service, advertising offer, target audience, but also the market situation. In 2014, I sold 300 tons of strawberries with one A4 sheet (without graphics). Here is a link to my case;
Bold advertising proposal. Let's do this, if my code does not seem to work, which turns out to be during testing, then I will return the money not only for the text and graphic design, but I will also make version 2 of the software for free. Deal?

The more strong selling points, the better. Find them, try different options, play with meanings, fortunately the services allow this.

Examples of commercial proposals for the provision of services

Selling services is easier, but you need to give as much selling information as possible.

Ask questions about a ready-made commercial proposal. We wrote a CP and are pleased with ourselves. Do not hurry. Let the material sit for 1 - 2 days, and then look at it with fresh eyes, putting yourself in the shoes of a potential client. Remember that you hate the person who sent the CP.
Test and then send out mass mailings. Even if 100,500 selling points have been collected, and the target audience has been worked out for a long time, do not send CP throughout the entire database. Never! Take a sample and submit 1/5. This way you will predict the result.
Play NOT with words, but with benefits. This hurts the copyAuthors. Fascinating words, bright expressions and juicy statements are bullshit. Somewhere, somewhere, but in the CP you need specifics, facts, selling points and subtle persuasion, and not a demonstration of the rainbow and the singing of a nightingale.
Master the delivery algorithm. An advertising tool is just a tool. They need to be able to use it. If the commercial proposal does not go to the decision maker, but to the manager who liked the cats while working, then he will continue to like the cats and delete your proposal. There are exceptions, but Russian office reality is harsh.
Present your commercial proposal graphically. Firstly, it will attract the recipient's attention. Secondly, a smart designer will correctly break up the text, so if there is a problem with the structure, then this problem will be corrected. Thirdly, graphic illustrations can be used to set accents.

There is no secret secret. To create a commercial proposal, you need to understand what the target audience needs, make an offer that is beneficial for it and do not forget that the potential Client hates you. Because even directors like cats.

With me you can differentiate yourself from your competitors, get fresh ideas and support through to sales. I will develop the text of a commercial proposal for you and design it graphically. In just 5 days you will have a powerful advertising tool,

Most often, a proposal with a commercial purpose is considered as a tool used in the process of activity.

It is used when working with both future and existing partners.

Commercial plan proposals come in different types.

The main content of the commercial proposal

According to the activities of the enterprise, they select a particular amount of information in order for it to be considered by clients, the style and structure of the document. The content of the article examines the main inaccuracies made by employees when they form points and fill them with information.

You need to know the acceptable minimum number of requirements at the time of drafting, while studying the issue of how this document is written. The main thing is that the document must be drawn up in such a way that it is understandable when reading. As usual, a commercial proposal for a partnership will not exceed one page in A4 format. In accordance with this reason, the main emphasis in the work process is on content.

How do you make such a proposal? A sample form for filling out a document, of course, is capable of quite clearly depicting the structure of a document that is formed correctly. But it is not always recommended to use standards. Any commercial proposal has its own characteristics.

In order to correctly be able to formulate any commercial proposal for construction work, for the supply of goods, transportation, or the implementation of some actions, it is advised to take such points into account.

Things to remember

The document will be studied during the period of time when the originator is absent. This means that it will not be possible to clarify individual points and comment on points that are not entirely clear. The concept of presentation is understood as the main component of a successfully composed proposal. The document must be drawn up with the utmost clarity to eliminate the possibility of misunderstanding. It’s good when you can have it read by an outsider who has no idea about it, to clarify points that are unclear to him.

It is necessary to show concern about the possibility of increasing the productivity of the team or reducing employees. Only a proposal with a commercial purpose, focused on ways to solve customer problems, will have an effect.
When drawing up a similar document, mistakes should not be made.

Below is a standard form and a sample commercial proposal for construction work, a version of which can be downloaded for free.

Hello! Today we’ll talk about a commercial proposal and how to draw it up. I have been asked similar questions more than once, so the article is “on topic”. Let's start from the very beginning, about what a commercial proposal is, how to draw it up, and at the end I will give examples / samples of a commercial proposal. This article contains recommendations from many experts, so I have no doubt about the reliability of the information.

What is a commercial offer

Any businessman who wants to attract as many clients as possible is thinking about developing a commercial proposal. It is this that encourages a potential consumer to buy a company’s product or service. It is often confused with a product specification, which simply introduces the customer to a particular product without encouraging the customer to purchase.

Types of commercial offers

There are two types of commercial offers:

Personalized. It is created for a specific person; inside the document there is a personal appeal to the addressee.
Non-personalized. Another name for this type of commercial offer is “cold”. The document does not address a specific consumer or potential partner; the information is anonymized and directed directly at a large number of potential clients.

What functions does a commercial proposal perform?

Before you start writing a commercial proposal, you need to understand what functions it performs. In some ways they are similar to the tasks of advertising messages:

Attract attention.
Interest.
Push to buy.
Create a desire to purchase a product.

Based on these tasks, a commercial proposal is developed. Typically, visuals such as the organization's logo are used at the very beginning.

If a commercial proposal is given to a potential client in printed form, then special attention is paid to the quality of the paper on which the proposal is printed. For greater impact on the client, you can apply special watermarks to the document. Laminated paper will make a pleasant impression on the consumer of the product.

Standard commercial proposal structure (template)

A title containing a graphic image (usually a logo).
A subheading that identifies the product/service.
Attracting attention, advertising services and products.
All the benefits of cooperation.
Sender's contact details, trademarks.

When drawing up a commercial proposal, you need to understand that each structural element performs its own separate functions. For example, the title is used to attract attention and motivate further study of the document. This part of the commercial proposal can be called the most important. The subtitle should interest the client even more, and the main text should justify the information that was written above. But at the end of the sentence, as a rule, you need to confirm the consumer’s need for a purchase.

What a good commercial proposal should look like

To create a proposal that gives the greatest return, you need to understand that the document must:

be specific and clear;
demonstrate all possible benefits that the recipient will receive;
in no case contain errors;
be literate and structured;
contain information about special offers for the client;
be drawn up in such a way that all doubts in the buyer will disappear.

Rules for drawing up a commercial proposal

Before you start writing a proposal, you need to determine who the target audience of this document will be. Then the desires and capabilities of potential clients are determined. It is very important at this stage to find out the real needs of the buyer.

Once the necessary information has been received, you need to structure it. For this purpose, a rough proposal plan is drawn up, indicating the advantages of the companies and various promotions being carried out. The contents of this document may consist of the following sections:

Clear definition of the problem.
Options for its resolution.
Arguments that prove the need to use the services of your organization.
Description of various promotions and offers that increase the buyer's benefits.
Call to action.

The title should mention the solution to a specific consumer problem. It is important to show him the final product, which your company’s products will help make.

You should not include information about the company’s achievements in your commercial proposal. It is necessary to avoid long stories about how it all began. A potential consumer is unlikely to be interested in this.

When writing a proposal, you should avoid technical aspects and do not use scientific terms. Information must be conveyed in a language that is simple and understandable to the buyer.

It is worth using clear and understandable arguments that will really help the client confirm his decision to buy the product.

You should not make your commercial offer too extensive. It should be short, crisp and clear. It is unlikely that a potential client will want to read multi-page documents; such an abundance of information may simply scare him away.

It is very important that the proposal is presented in a high-quality manner. It is worth using the services of a professional designer. Beautiful design can attract the attention of consumers.

As an argument you can use:

Reviews from other clients. This evidence can be called perhaps the most valuable. Especially if this client is quite famous and authoritative. It is very important that the buyer’s response has the same meaning as the commercial offer itself. That is, it is important that these two texts give the reader an understanding that the company is truly effective in a particular area.
Tell us about your success story. You definitely need to put your own company or yourself at the center of the story. This should be a selling story that will really interest the buyer and encourage him to take some kind of active action.

It is worth understanding that a commercial proposal must be selling, and its author acts as a seller. It is very important to put yourself in the seller’s shoes in order to understand as accurately as possible what the buyer expects from the product or service. You need to use the right reasoning and build communication with the client. This is the only way a commercial proposal will truly produce a positive result.

How to increase the readability of a commercial proposal

You can increase the readability of your commercial proposal in the following ways:

Break the information into paragraphs, do not make them canvases.
Using subheadings.
Use of various graphic elements, including illustrations and bulleted lists.
Using a serif font in print.
Using different text styles (using italics, bold or underlining to highlight the necessary information).

A few more rules (drafting example)

Title. It is this part of the commercial proposal that is most interesting to the consumer; if it interests him, then the potential client is more likely to read all the information to the end. It is worth assessing how the words “new” and “free” will affect the buyer. In some cases, they can alienate the client.

You should not use a large number of negatives or generalized information. The text font must be the same. It has been proven that almost a third of readers pay attention to quotes and information enclosed in quotation marks. The title should not be succinct or informative.

Main text. In this part of the sales proposal, it is very important that the reader does not lose interest. It is best to fit the information into one small paragraph. And then pay attention to specific details. It is worth highlighting the advantages of the product, and be sure to address the reader as “you.” Writing long and complex sentences can be intimidating. It is not advisable to use professional terms.

It is worth talking about the product in the present tense, indicating its price. It is necessary to provide the client with arguments - the results of surveys, research, and perhaps include one of the consumer reviews. It is undesirable to use superlatives and comparisons. Specificity and clarity are the main conditions for drawing up a good commercial proposal.

Mistakes made when drafting

Unnatural praise of the client.

There is no need to use templates and stock phrases that will only alienate a potential client.

Using critical remarks towards the addressee.

There is absolutely no need to do this, even if the company’s goal is to help a potential consumer. This can cause extremely negative emotions in the client. It is best to use carrots and sticks - first highlight the advantages, and only then point out very minor shortcomings.

Oversaturation of the offer with general information about the client.

Intimidation of the client or so-called “horror stories”.

Under no circumstances should you scare the consumer or tell him that without your help something terrible could happen. No negativity or stereotypes. It is worth highlighting the advantages of using the product, casually comparing it with what we have now (use the words: more convenient, more profitable, more effective), giving only specific information.

Sending one offer to a large number of people at once.

Non-personalized information will cause less interest among potential buyers. The return on such offers will be minimal. There is no need to try to reach a large audience at once. It is better to highlight the sector that is most likely to produce excellent results. It is important to write a business proposal in such a way that the reader can feel that he is being spoken to in private. It is possible to use additional information that will indicate that communication is being conducted specifically with this client. It is worth using information about previous communication, if of course there was one.

Misunderstanding of the concept of a “long” letter.

Many are sure that the client is not interested in large amounts of information. However, you should understand that the reader will consider any boring and completely uninteresting letter to be long. The size of a catchy and truly interesting commercial offer will not scare the consumer, because he will read all the available information in one go.

It’s not for nothing that people can often call very short films boring and drawn out, and call a 3-hour movie the most exciting, without mentioning its duration. The same is true with works of art, news, books, letters. The reader will not perceive 5 sheets of commercial proposal negatively if they are truly informative and catchy.

The first priority is to put the sentence in compliance with grammatical rules.

This attitude towards writing texts can develop from school, where the main factor was the grammatical component. In life, everything is completely different. It is much more important for the reader to understand what is written about. It is necessary that the information is read and perceived by the client easily and informally. It is worth constructing the offer so that it resembles a real communication between the seller and the buyer. Here it will be quite acceptable to use fragments of sentences and phrases, sometimes even desirable.

Give the client a reason not to look into your business proposal.

You should not naively assume that the reader will be extremely interested in information about your company, especially about its history. It's not like that at all. This is the least interesting to a potential buyer. It is necessary to attract his attention with some kind of provocation, an unusual statement - in a word, everything that will bring him out of balance and force him to read the commercial proposal to the end. It is worth considering the fact that maintaining interest is an equally important aspect. You need to focus on what can motivate a person. Most often, needs appear due to some fear, a desire to become individual, a feeling of guilt, a desire to become beautiful or healthy. It is in this vein that it is worth considering the problem and devoting a commercial proposal to it. And then show that the proposed product can satisfy all needs.

It is unlikely that the client will be receptive to your commercial offer. It is imperative to back up the information with very specific evidence. It is worth bringing the clearest arguments. This approach can convince the reader to buy the product or cooperate.

Checking the commercial offer

There are several fairly simple ways to help you understand what impact an offer will have on the recipient.

The so-called “quick scan” check. To do this, you just need to look at the document. It is important to understand which parts of the text stand out in such a way that you actually want to read them. These are headings, logos, text highlights, photographs. If the information used there could help create a holistic picture of the essence of the commercial proposal, then everything was done correctly.
Check for understanding. It is important to find among your friends and acquaintances a person who would fit the target audience of your proposal. If, after the first reading, he grasped all the main ideas of the document and saw the advantages of the presented product, then we can conclude that the proposal was drawn up correctly.
Finger check. It’s worth trying to read the text without words about the product like “best”, “unique”. If the sentence is interesting to read and in this form, then everything was done correctly. It is very important that all laudatory speeches about your company are supported by accurate data, reviews, stories, and certificates.

Examples/samples of commercial proposal

There are a lot of examples and samples of commercial proposals that can be given. They are all good in their own way. I will show you some of the most successful ones, in my opinion, which were developed by Denis Kaplunov.

What is a commercial offer? What is it used for? How to fill out a commercial proposal template for the provision of services in 2019.

Dear readers! The article talks about typical ways to resolve legal issues, but each case is individual. If you want to know how solve exactly your problem- contact a consultant:

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The main feature of a market economy is healthy competition. In such conditions, each enterprise must be able not only to produce high-quality products, provide services or perform work.

It is important to present your product to the client in such a way that he is interested in it, since he will be presented with similar offers on the market. He will weigh his benefits before making a choice.

Basic moments

Attracting the customer's attention is the main task of marketing a company and brand. The main and final goal in this case is to expand the customer base by attracting new consumers and retaining existing ones.

A variety of tools are used for this, including:

stock;
discounts;
updating the assortment;

It is important to inform the client about most of them so that he has the opportunity to evaluate the benefits.

But the most effective information method today is considered to be a commercial proposal. Mistakes made when drawing up proposals can lead to the failure of the deal.

Required terms

A commercial proposal is a type of business letter written on behalf of a company or its managers with an appeal to a potential client or partner presenting favorable terms of cooperation.

There are three types of commercial offers:

These types differ in the form of appeals and structure, but they all have one purpose - to increase the level of sales of the company’s products, services or work.

What is the purpose of the document

A commercial proposal allows you to create the foundation for further negotiations on the terms of profitable cooperation. Its main task is to interest the addressee and encourage dialogue.

With the help of commercial letters, customers are informed about the availability of new products, changes in the terms of cooperation for existing customers and offers of benefits to potential ones.

The proposal letter must have a specific call and message for cooperation, for which it is necessary to present information about the usefulness, quality and availability of the product in the most accessible and concise manner.

It is these three indicators that consumers usually pay attention to. A letter of offer for the provision of services is one of the stages of concluding a cooperation transaction.

After the addressee reads the document, his task is to contact the sender. They can agree on a preliminary meeting at which the interests of the parties will be discussed in more detail.

Regulatory regulation

The preparation and use of commercial proposals is an individual decision of the company or brand. This issue is not regulated or controlled by authorities.

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

Depending on the purpose of destination, commercial letters are distinguished:

Presentation CP	Informs the audience about the availability of a new service
Promotional CP	Provides information about discounts and other temporary benefits
Festive CP	Describes the provision of discounts for any event, which can be individual or mass.
Thank you note	Sent to clients who have used the services, it necessarily contains a call for repeated use
Invitation CP	Contains information about an upcoming event organized by the company that the client should attend

If you frequently use letters of commercial proposals for the provision of services, it is advisable to create a template that can then simply be filled out. But it is worth noting that any part of it can change depending on the purpose of use.

Document structure

The commercial proposal has a structure consisting of the following elements:

footer or header. Contains information about the sender: logo, company contacts, including address, email, phone number; for counterparties it is important to indicate and.
This paragraph is defined not as an address, but as a description of who the document is intended for.
the headline to contractors may appear to suggest that this is a “commercial offer.” For clients, it is necessary to choose a phrase that would arouse interest and encourage further reading of the information.
The main text consists of the following points:

Lead	This is the first paragraph of the text, it should become a logical continuation of the title and continue to interest the reader in receiving more information placed in the document
Offer	Expresses the main essence of a commercial letter, that is, what you want to offer the client
Benefits	They should follow the proposal immediately so that the reader positively accepts the appeal and is ready to cooperate. It is advisable to highlight this point with a subheading, indicating to the reader that the offer is indeed beneficial. It is important that the benefits are real, they should not be made up. Before prescribing them, it is worth analyzing what the client is interested in and whether you can give it to him
Avoiding Objections	No matter how profitable the offer is and how well it is drawn up. In any case, the client may have doubts; they must be foreseen and spelled out why the doubts are in vain

call to action - can consist of just one sentence or phrase that should encourage the client to contact you.
postscript - may contain important information that was not indicated in the main text, but is of great importance and will push the client to take the actions you need.

Before drawing up a proposal, it is imperative to analyze the audience to which it will be addressed, or a specific client.

This will allow you to more correctly identify and indicate benefits, objections and other important points.

Using different analysis tools, you can also find out in what form certain points should be displayed - directly or in disguise.

How to compose correctly

One of the advantages of a commercial letter is that its preparation does not require additional costs.

Depending on the form in which it is sent, these can be kept to a minimum. To send a letter, you can use the most convenient method.

This can be a printed document that is sent using a courier company or delivered to the client by the sender himself.

A commercial offer sent electronically to the client’s email is also effective.

This method is the least expensive and is most often used by companies that use Internet resources to communicate with customers.

Before you begin drawing up a commercial proposal, you need to conduct a thorough analysis that will allow you to determine the strengths and weaknesses of your business.

When composing a letter, you need to focus on your strengths.

Unlike a letter for the supply of goods, an offer to supply may have slightly different parameters when executed and depend on with whom the dialogue is being conducted.

When communicating with legal entities who see the company as a partner, the following parameters are used:

use of letterhead;
lack of additional design;
one font style;
highlighting the title in bold.

Such a letter may take the form of a formal address. If the target audience to which the offer is sent are individuals presented not as partners, but as clients, the letter will have a unique form of advertising.

In this case, it is worth using not only high-quality text, but also an attractive design.

For design, it is best to use the company’s corporate colors; it is necessary to place a logo or other visual attribute.

In the letter, you can use a variety of fonts to highlight important points, as well as headings.

For special equipment

Performing services using special equipment is of interest to a specific target audience. It depends on what functions the technique performs.

In this case, it is quite easy to analyze interests and highlight them when composing a letter.

Please note that you can describe special equipment that is used when performing work or providing services.

But at the same time, you should not go into details about its technical indicators. It is more important to determine what benefits its use provides.

Transport

Transport services are differentiated into passenger and freight services. Depending on this, the benefits and offers they can offer to their customers vary.

For passenger transport, the quality of services is expressed in the provision of comfort during travel, the experience of the driver, which ensures safety, etc.

Video: what a selling commercial proposal should look like

When transporting cargo, the accuracy and attentiveness of the driver and the technical capabilities of the transport are important, which will ensure the safety of the cargo.

We can also talk about providing repair work regarding transport. In this case, it is important to focus on a wide range of services.

Legal

The target audience in this area depends on the specialization of the company. As a rule, individuals contact companies one-time, so offering them repeated cooperation is not always advisable.

But legal entities and individual entrepreneurs can apply for services regularly, since their work is related to the preparation of contracts and other documents, as well as accounting transactions. Therefore, they may be interested in your proposals.

Construction

When describing the benefits of construction services, it is important to note quality and speed. The target audience in this area is very diverse.

But in general, clients pay attention to the main factors:

speed;
quality;
price.

They need to be emphasized.

Cleaning

The commercial offer of cleaning companies can be varied. The features of its composition depend on this. This service is in demand among both individuals and legal entities.

In this case, it is best to create your own proposal for each sector of the target audience. There are seasonal services that clients should also be informed about.

Sample filling

For clarity, we invite you to consider a sample commercial proposal for the provision of car service services:

A commercial proposal, the main purpose of which is to offer services to potential clients, must not only be correctly formatted, but also the text content should maximally encourage the client to make a call or send you an email.

Of course, the number of responses will depend on what you write. However, the way you present information will be one of the decisive factors when a client chooses your company.

Purpose of the offer

The main purpose of the commercial contract for the provision of services will be to show the client that your company is much better than its competitors. There are factors that strongly or weakly motivate clients.

One of the biggest motivators is price. Of course, a lower price should not mean poorer quality of the service provided. If you can afford to make the price lower than your competitors, you need to do it. It is also necessary to focus on this. For example, if the client has not yet received an offer for this service, he may not know that your price is lower.

In your commercial proposal, you can make a comparative table of prices for the service, which will indicate the prices of competitors for a similar service and your price. Accordingly, yours should be the lowest.

Key points that need to be conveyed to the client

Thus, having decided on the price, you must not forget about the additional quality characteristics of your service, which will undoubtedly influence the client’s choice.

These characteristics include:

Speed of order fulfillment;

Quality of work;

Convenience of mutual settlements with clients;

Possibility of receiving discounts.

However, when drawing up a commercial proposal for the provision of services, you need to know the specifics of the business in order to place the right emphasis. Services can be very diverse: construction, legal, transport, security, medical and many others, so the texts will be completely different.

How to hook a client

The client's interest is very important, because if a person is not interested, most likely he will not even read the proposal.

You can interest a client in various ways:

Unique design of a commercial offer;

Presentation of the commercial proposal in person;

Sending an offer by mail.

For example, by sending an offer by mail or handing it in person, you can make a commercial offer with additional useful information for the client, so that it is kept on his desk, and if necessary, he can immediately call you using the contacts that are in front of him.

Additional information may be:

Accounting services - production calendar;

Legal services - telephone for free consultation;

Medical services - website addresses for making an appointment with a doctor online and telephone numbers of clinics;

Car service services - map of the nearest car services.

Thus, by spending a little time and analyzing what your clients need, you can significantly increase interest in the services offered, and literally force the client to call you.

Examples of commercial proposals for the provision of services:

	KP for cargo transportation
	CP for the provision of special equipment services