How to write commercial proposals. How to write a “killer” commercial proposal? The best commercial offers: examples

“Send your commercial information, we will look and answer you...” Each of us, not to mention sales managers, has heard this phrase at least once.

And very often, it is at this stage that their clients fall off. Because your proposal did not attract them, did not like them, or even repulsed them.

Therefore, it is extremely necessary in our time to know how to draw up a commercial proposal so that it is read and comes to you.

It's a shame

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

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

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

But as I wrote above, this is where many get burned. And we can safely say this as business consultants, because in our practice we see shocking results. Most likely yours will be the same.

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

This means that you are wasting money on attracting customers. By improving this one stage, will it be possible to increase your profit by 2? No, this is still not a magic pill.

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

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

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

TYPES OF COMMERCIAL OFFERS

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

Step 2. Formation of desire

Example: Good afternoon, Ivan Stepanovich. You study different offers every day and most often they end up in the trash. But this is not the case. You can be sure.

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

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

For you, this approach may be less provocative. But he must solve his task - to create a desire to read everything from cover to cover.

Step 3. The essence of the proposal

The next step for us is your proposal. This is what everyone came together for. Just like in the song “It’s great that we are all gathered here today!” (Did you read or sing?).

At this step, you talk about your product or your service. Remind me what we're talking about.

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

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

The essence of the commercial offer

Step 4: Persuasion

Be the solution to the customer's problem, not the description of it. Reveal the main benefits that he will receive from cooperation.

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

Convictions in the business proposal

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

Step 5: Pricing

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

Even to the point where you tell us what factors make up the entire cost.

Pricing

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

And don’t forget to write about this in the CP, otherwise it may simply not be noticed, since everything is studied very quickly.

Lifehack. Do not use the word “Price”, it carries a negative aftertaste. Use the words “Cost” or “Investment”, so it will be easier for the client to agree to the subconscious.

Step 6: Call to Action

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

It is important to do this, because it is psychologically easier and clearer for people to act when they are told what to do in order to get the desired result (even the strictest director).

Call to action

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

Also, be careful, but you can use a time limit in this blog to encourage the client to take action right now, rather than putting it off until later.

Example: Sign an agreement with us before December 24 and receive a washing machine “Cleans Even Blood” as a gift.

Step 7. Design

Even a short commercial offer may not be read if it is boring. Therefore, correct design is no less important than content. Here are basic recommendations for implementing the visual component.

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

Everyone’s concept of beauty is very different, so don’t be lazy and show your offer to different people.

You need to make a really beautiful shell. After all, in Russia we “meet people by their clothes” and a commercial offer is no exception.

Sample commercial proposal

You're probably expecting to see a sample commercial proposal here, but it won't be there.

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

Let's start with the fact that 99% of samples on the Internet are compiled incorrectly. Therefore, if you follow them, you will simply join their ranks and tell everyone that “KP doesn’t work.”

All useful proposals can only be obtained through “calling on competitors”, because the good in such a business is usually not displayed, but rather hidden.

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

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

And finally, empty templates are thrown onto the Internet and called “Example of a commercial proposal.”

This is all done in order to collect more traffic to the site, and not in order to bring benefits. Therefore, for the third time, it will not be possible to find a good example for this request.

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

This is, at a minimum, an option that definitely works (only again for the client, not for you).

BRIEFLY ABOUT THE MAIN THINGS

You are just at the beginning of your journey. During development, you will have a lot of questions on the topic “Should I write this block or not?”, “Should I expand this text in more detail or is it clear?” or “Is this really catchy or is it just me?”

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

In order to more successfully promote their offers on the market of goods or services, it is recommended for an individual entrepreneur or legal entity, the form and sample of which can be downloaded in Word format from the links below. The more competently (both linguistically and commercially) the document is drawn up, the more reason the company has to hope for further successful development of cooperation: potential counterparties are more likely to be attracted not by dry numbers, but by skillful presentation of the material.

Commercial offers can be divided into two categories: “cold”, sent to potential clients who have not previously expressed a desire to cooperate with the sender, and “hot” - their addressees are companies or individual entrepreneurs who already have an idea about the organization offering services or goods. In the first case, it is more logical to use mass mailings (probably one of the recipients of the letter will respond to the offer); in the second - address ones.

Like, a commercial proposal does not have a single form established by the legislator; Each company can create its own template - or use the one below, suitable for editing in Word.

Commercial Proposal - Word Template

You can download the commercial proposal form, which can be filled out in any text editor, including MS Word, from the link above. Unlike, this document does not necessarily (although it is highly desirable) must be certified by the signature of the head and the seal of the organization. It makes even more sense to abandon this step if you plan to send electronic documents rather than paper ones (to a real postal address).

Commercial proposal - sample

You can download a simple sample commercial proposal in Word format from the link above. After familiarizing yourself with it, the compiler will be able to independently, using his input data, create a unique document that will definitely attract the attention of the recipient.

Evgeniy Malyar

Bsadsensedinamick

# Business nuances

Samples of commercial proposals

Commercial offers are usually divided into two categories: “cold” - intended for mass mailing, and “hot”, addressed to specific managers of companies theoretically interested in the services.

Article navigation

• The main task of the commercial proposal
• The role of templates
• How to draw up a commercial proposal for the provision of services, examples
• Commercial offer for transport services
• Commercial proposal for design
• Commercial offer for cleaning services
• Commercial offer for furniture manufacturing
• Car service, proposal for cooperation
• Offer for special equipment services
• For the provision of legal services
• Building maintenance
• For garbage removal
• For the production of metal structures
• Commercial proposal for site protection
• Offer for the provision of accounting services
• Commercial proposal for the provision of educational services
• Manual for sewing curtains

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

The article will discuss the rules for composing texts promoting services and provide examples of them with comments.

The main task of the commercial proposal

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

A common situation: the director received a letter offering cleaning of premises, legal support, or, for example, refilling a cartridge with a visit to the client. The manager calls the head of the department (supply manager, chief lawyer or someone else) and offers to evaluate the usefulness of the proposal for the company.

The main task of the CP compiler is to ensure that his message does not end up being thrown into the trash (or deleted into the mailbox trash) without familiarizing himself with the contents.

The role of templates

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

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

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

Just as any car, regardless of brand and price, consists of certain components and assemblies, the right proposal contains indispensable functional blocks, without any of which it “does not work.” And it’s not just about a beautiful letterhead or a sweeping signature. It is important that the letter:

Offered benefits: The potential customer of the service is not very interested in the glorious history of the company and the degree of friendship of its team. He wants to know what benefits he will receive (savings, quality, speed).

Unobtrusively “pressed” on deadlines: Any product has an expiration date. The proposal for the provision of services must also have a deadline that defines its conditions: “Until June 24, 2018, the prices are as follows, and after (by default) it will be more expensive.”

Call to action: Having realized how good the conditions set out in the first part are, and having received a slight push from the second, a potential client may want to talk about concluding an agreement. The actions proposed to him should be simplified as much as possible. Any commercial product is successfully sold when access to it is easy. Just “call this phone number” or “answer this letter.”

These threefold rules are not always observed by the writers of commercial proposals. So in the above example there is no deadline. If all conditions are met, the letter promises much greater effectiveness.

Now it's time to look at specific examples of commercial proposals.

Commercial offer for transport services

Commercial offers are usually divided into two categories:

• “cold” – intended for mass mailing;
• “hot” ones, addressed to specific managers of companies theoretically interested in services.

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

• does the company use the services of any transport company, or does it have its own fleet of vehicles;
• what are the volumes of transportation;
• Is the fee expensive?
• is the director satisfied with the existing cooperation;
• if there are complaints, then regarding what unpleasant moments;
• Cargo transportation or passenger delivery is needed.

The work of a salesman is generally very similar to the difficult life of an illegal intelligence officer, and the more he learns, the better.

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

Download sample

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

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

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

Commercial proposal for design

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

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

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

Budgetary organizations are more interested in the benefits of pricing policy, but this does not mean that low quality is tolerated.

As for purely design organizations, it is useful for them to provide in their proposals images of buildings built according to the documentation they developed. It's better if these are photographs of houses that you can be proud of.

Download sample

Commercial offer for cleaning services

The commercial offer of a cleaning company, subject to the necessary observance of general rules, has a number of specific features that reflect the advantages and disadvantages. You can attract clients:

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

Cleaning services can be offered not only to legal entities, but also to ordinary citizens who want to save time and are willing to pay for it. In this case, the “cold” mailing method demonstrates its effectiveness, if, of course, the proposal is drawn up correctly.

Commercial offer for furniture manufacturing

At the present stage, the furniture business also has its own characteristics, and they consist in the fact that the prevailing share of products is mass-produced in large factories with high technological capabilities. Laser cutting with markings, special equipment for trimming edges, advanced fastening methods - all this is very expensive and inaccessible to small manufacturers.

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

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

Download sample

In fact, when offering furniture manufacturing services, it is advisable to focus on the advantages implied by an individual approach and emphasize that the quality of the products is practically no different from large-scale samples.

Car service, proposal for cooperation

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

• on cooperation with vehicle insurers;
• availability of own expertise;
• about special types of work performed. In particular, this may be the possibility of restoring expensive body elements, bumpers, supporting frames of SUVs, aluminum parts, argon welding, etc.
• prompt diagnosis and troubleshooting;
• the presence of a heat chamber for drying the body after painting;
• large stock of auto parts.

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

The ability to easily find a business with or without a navigator is especially important for motorists. A map is required.

Download sample

Offer for special equipment services

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

Download sample

For the provision of legal services

Legal market services is characterized by high competition and literacy of its participants. It is indeed very difficult to stand out among law firms and consulting firms, so the preparation of a commercial proposal should be treated with special care. It is first necessary to study the conditions of other similar companies and determine possible advantages. Standard benefits include the following:

• high probability of a favorable court decision. Every lawyer knows that a 100% guarantee in this matter is impossible;
• support and guarantee in various authorities on a contractual basis;
• the opportunity to save money by reducing the company's staff of lawyers;
• high qualifications and guarantee of legal impeccability of all outgoing and internal documentation of the company;
• speed of resolution of issues in various authorities;
• the opportunity to receive some types of services for free, for example, consultations.

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

Download sample

Building maintenance

As a rule, commercial proposals to support individual houses, residential areas and cottage communities fall into the category of “warm” and “hot”, that is, pre-agreed. They are rarely sent by mail, especially electronic, and are more often delivered in person after a verbal agreement.

The text of the proposal is tied to a specific object, the service of which the contractor is applying for, and is accompanied by a table with the prices of each service per month and the total amount. Usually the document is addressed to the tender commission. The numbers specified in the offer are decisive. The style of writing is not so important.

Download sample

For garbage removal

This service, if provided regularly on a contractual basis, is included in the range of building maintenance already discussed. The exception is one-time episodes when a large amount of waste is generated after repair, construction and emergency work. In the commercial proposal, the offer contains information about tariffs and types of additional services (loading, disposal of hazardous waste).

Download sample

For the production of metal structures

In this case, it is desirable that the commercial proposal contains information about the enterprise, its production capabilities, equipment that allows the construction of designs of any complexity, advanced software and other details. It is also worth mentioning that rolled metal is used only of the highest quality. For the customer, when ordering structures, quality is often more important than price - he will have to use these products for a long time.

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

Download sample

Commercial proposal for site protection

It is not customary to skimp on security, so the offer of security services usually places emphasis on the effectiveness of the measures taken. High quality services can be ensured by applying many years of experience and advanced technical means. A list of protected objects belonging to the most famous partners will be very useful.

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

Monitoring personnel access and ensuring that trade secrets are maintained can also be mentioned.

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

Download sample

By video surveillance

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

Download sample

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

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

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

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

For example, the creation and maintenance of a corporate website requires a qualified specialist in this field. An ordinary system administrator may not be able to cope with this task, or will create the resource unsuccessfully. In this case, the proposal should include several options, taking into account potential clients of different levels of solvency.

Download sample

Offer for the provision of accounting services

Is it possible to imagine a company without a full-time chief accountant? To some, this idea may not seem very successful, but in practice, third-party finance and accounting specialists are brought in quite often. Accounting conducted on the basis of an outsourcing agreement relieves the company's management from troubles in the form of fines and penalties caused by mistakes made due to the inexperience of the employee. In some cases, a third-party audit is simply necessary.

The market for accounting services is oversaturated, so very high demands are placed on the commercial offer. It must be convincing, and the text must correctly emphasize the advantages and benefits of this company.

Reputation and experience play a paramount role. Of particular note are the measures taken to preserve trade secrets.

Download sample

Commercial proposal for the provision of educational services

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

The proposal begins with a title that accurately describes its essence. In a few words it is necessary to express what the educational institution is preparing for. It is also advisable to mention:

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

Manual for sewing curtains

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

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

Let us consider in detail how to correctly draw up a commercial proposal using samples as an example.

What is a commercial offer

First of all, a commercial proposal is a document. Once upon a time it only had a written form, but today it most often has an electronic form.

And the latest version is sent out, accordingly, via the Internet. The content of the document will be a description of the proposed service and its benefits.

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

More precisely, their advantages combine: a detailed description of the service itself, including its cost, and an incentive to action, that is, to purchase. In other words, this is an advertising campaign placed on a piece of paper.

It is worth understanding that the recipient of the commercial proposal, upon accepting the terms, enters into an agreement and can present it in the future if the contractor has not completed the work in full.

Types of offers

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

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

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

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

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

The structure of the commercial proposal and the features of its design

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

• Logo and company name. Ideally, a company letterhead is used.
• Contacts. By indicating several of their types at once: telephone, email, various instant messengers, you can significantly expand the circle of those interested.
• Title. Usually it stands out from the rest of the text with a large font size or bold style.
• Description of the client’s problems that he can solve with the help of the company. For example, services, or cargo transportation for the delivery of their goods.
• The essence of the proposal. It is better to avoid complex details. They can be placed in applications, if necessary.
• Information about the company. Namely, those that indicate reliability and integrity (in detail).
• Inspiration to action. In this case, contacting the company to conclude a transaction.
• Information about the contact person, date and validity period of the offer.

As for the execution of the document, the main requirement for it is literacy. Even an impeccable proposal from a marketing point of view will not be taken seriously if it is illiterate.

Also, the proposal must be written in understandable language. It is better to avoid long sentences and complex words. Professional terms must be used carefully.

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

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

Also, it would be useful to affix a stamp (whether or).

Possible mistakes

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

How to write an effective commercial proposal

First, it’s worth understanding who might be interested in this service. And then you need to proceed from a few simple rules:

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

Let's consider all of the above using specific examples.

How to write effective commercial proposals for transport services

When offering transportation or freight services, you need to consider your intended audience. So, passengers or citizens occasionally transporting cargo will be interested in discounts. For trading companies, the timing will be more interesting.

But indicating the price-quality ratio will help win a tender for a budget organization, especially when it comes to special equipment services. It can also be a plus to offer not only transportation, but also security services along the way.

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

We offer construction services

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

• Possibility of reducing the cost of construction without compromising quality. For example, through the use of materials of our own production or the latest technologies.
• Reduced construction time compared to competitors.
• Company reputation. Preferably confirmed by competent sources.

The specifics of the activity will require a special structure of the commercial offer. You can include tables with calculations in it (as is done in

Features of the offer of cleaning services

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

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

• About discounts for regular customers;
• On the use of environmentally friendly means and technologies;
• About the use of hypoallergenic products, etc.

It is also necessary to take into account the differences in interests of different groups of clients. For organizations, this will provide a presentable appearance for the office and save on maintaining their own staff of cleaners.

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

If cleaning services are offered for various types of disasters, such as flooding, then the emphasis can be placed on the absence of unpleasant odors and anti-mold treatment.

A commercial proposal, as an effective business tool, in conditions of high competition in the services market, has been very popular in recent years. Marketers, designers, copywriters, etc. are usually involved in its development. This pleasure costs a lot, but there is one clever way that will allow you to compile this document without much expense. It is enough to find a suitable sample of a commercial proposal and slightly rework it for yourself.

A commercial proposal is one of the main ways to start communication with a potential client. The success of selling a product or service largely depends on how well and professionally it is compiled.

Any commercial offer consists of the following sections:

• Logo or emblem of a company that offers a product or service. The commercial proposal must be drawn up on company letterhead using the corporate style of the organization. This is an indicator of the level and seriousness of the business organization of the supplier company.
• Description of the product or service. In this section it is necessary to disclose what, in fact, is proposed to be purchased or what is proposed to be used.
• Advertising of services and terms of cooperation. Here you should indicate the advantages of the product or service, justify the reasons why the client is recommended to purchase the product or service, describe how they are better than their competitors.
• Company advantages. This section reveals the advantages of the company, describes its experience, implementation of successful projects, and so on.
• Contact information – after reading the commercial proposal, it should be clear to the potential client who to contact, what phone number or email address to contact.
• Signature of a company representative.

Commercial offers can be classified according to several criteria. So, depending on the quality of contact with a potential client, commercial offers can be "cold" or "hot". “Cold” offers, as a rule, do not have an addressee and their goal is to inform the target audience about the capabilities of the product. Such a proposal does not take into account the specifics of the potential client’s business and is typical.

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

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

When composing a proposal, it is necessary to clearly understand and highlight the problems that the target audience has. A commercial proposal can be considered successful or correctly composed if it succeeds in convincing the recipient that he needs the product or service being offered. For a business proposal to be successful, it is recommended that it meets certain requirements.

Firstly, it should not contain grammatical or spelling errors. It is useful to use professional text editors for writing. They automatically check your literacy and highlight words or parts of a sentence that are recommended to be changed. In addition, modern text editors have special templates that can be used to create a commercial proposal. Since the main objective of such a document is to attract attention, it is allowed to use various infographics, drawings, diagrams, diagrams and similar illustrative materials, which makes the proposal easier to perceive and increases the likelihood of its acceptance.

The color scheme that is used when drawing up the document also plays an important role. Firstly, the colors must correspond to the corporate style of the company, and, secondly, they should not be provocative or overly calm. You shouldn't make black and white documents either. They look outdated and will not attract the attention of the reader (except for those for whom content is more important than form, but these are increasingly rare). It should be remembered that nowadays every person receives a large flow of information every day, so it is very difficult to process it. It is for this reason that the necessary data is packaged in graphic materials.

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

The quotation must be delivered either by email or in person. Moreover, the second method is much preferable. Indeed, in the first case, there is a high probability that the letter will be deleted without being read as spam. And with personal delivery, there is a chance to personally talk with the recipient and convince him of the usefulness of the product or service.

Ready-made commercial proposal samples

Templates for commercial proposals for the provision of services

Commercial proposal templates for construction companies

Commercial proposal templates for selling goods

Business proposal templates in Word

Ready commercial proposal for cooperation

Examples of commercial proposals for selling goods

Samples of commercial proposals for the provision of services

How to create a commercial proposal correctly

Write a commercial proposal for the sale and supply of goods

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

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

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

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

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

Commercial proposal for cooperation in business

When drawing up this type of commercial proposal, it is necessary to very clearly and, at the same time, unobtrusively talk about the advantages of cooperation, what benefits it will bring for the partner, and also describe the proposed conditions for conducting joint activities. This is quite a difficult job, since the proposal should not be written in the dry language of a business plan, but, at the same time, reflect all its main aspects. Creating such a commercial proposal is an art.

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

When creating this document, it is also necessary to understand the interests of the target audience. So, for companies that rarely use the services of a transport company, the most important factor when making a decision will be the availability of discounts or price.

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

Budgetary structures purchase transport services through tenders. Therefore, the commercial proposal should clearly indicate the possibility of complying with all the conditions reflected in the tender documentation.

Make a commercial offer from a construction company

A potential consumer of a construction company's services is primarily interested in price. Therefore, in the commercial proposal it is recommended to describe in detail the possibilities of reducing it, and the reasons why this is possible (for example, due to the use of modern materials or unique technologies, and so on). Transparency in pricing is also important for the consumer, so it is recommended to include a table with cost justification at the end of the proposal or as an appendix to it.

Construction timing also plays a big role. It is advisable to indicate in the proposal how and by what means they can be reduced.

The reputation of a construction company is also taken into account by many customers when making decisions. It can be confirmed by articles from newspapers, letters of recommendation, various awards, and descriptions of already completed projects.

Features of the offer of accounting, legal and consulting services

The number of providers of such services is quite large, so competition in this market is very high.

In addition to price, you can attract consumers by the following factors:

• A high probability of a positive resolution of the client’s dispute in the courts (for example, demonstrating one’s success in similar cases);
• Saving client costs on full-time staff by transferring some functions to outsourcing;
• Full support of the client’s activities, solving all his problems in a certain area, so that he is engaged only in his core activities;
• Offering various bonuses that competitors do not offer (consulting on a number of issues is free).

You can formulate other advantages that will allow the client to effectively solve their problem, save money or earn more.

A document from such a company should demonstrate its professionalism. The commercial proposal from an advertising campaign must contain elements of original design, professional terminology, effective slogans and other similar elements. This allows a potential consumer to immediately assess the level and technology of the advertising agency. If it knows how to sell itself well, then it can effectively advertise the client’s product. Thus, the customer develops an element of trust in the company, which increases the likelihood that he will use its services.

Common mistakes when writing text for business proposals

The first mistake that many marketers make is oversaturating the offer with data. They sincerely believe that it is important for the client to know everything about the product in order to make an informed and rational decision. However, in practice this is far from the case. The behavior of a buyer or customer is rarely rational; rather, it is emotional. Therefore, it is not necessary to give a lot of information in the proposal; it is much more effective to create in the consumer the feeling that the product or service will help him satisfy his need. This feeling significantly increases the likelihood of a subsequent purchase.

The second common mistake is paying too much attention to a potential client. The proposal writers are full of compliments, describing all the client’s successes, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about solving his problem or problem, so he, of course, will be happy to read about his successes, but if he does not find an answer to his questions, then he is unlikely to contact such a company.

Also, many drafters mistakenly include the following information in the proposal:

• The history of the company describes how the company’s journey began, how it developed, and so on, but this is not at all interesting to a potential buyer of the product. This only takes up his time, which means it irritates him and worsens his perception of the proposal.
• The history of the manager, the reasons why he came to this business, that he is an expert in this or that activity, are indicated by his achievements and awards. This is also not interesting to the potential buyer and worsens the impression of the offer.
• Description of the production technology to convince that the product is really high quality and has the declared characteristics. But it must be borne in mind that the buyer is not an expert in the production of products. He needs to understand that the product or service has the required properties. For this, a quality certificate or a description of the product itself with characteristics is quite sufficient.
• Indication of irrelevant client needs. When drawing up a commercial proposal, it is important to clearly study the representatives of the target group and formulate the need that they want to satisfy with the help of a product or service. If there is no such information, there is a high probability that the commercial proposal will go into emptiness. The buyer will not find answers to his questions in it and will not purchase the product.

How to effectively end a business proposal

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

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

A fairly common option for ending a commercial offer is a message that specific managers are always ready to answer the client’s questions, and their contact information is indicated. How to contact a specialist, of course, should be at the end of the commercial proposal, but it in no way encourages the potential client to take any action. So, a commercial proposal should end with a call to action.

The following motives can be identified that can induce the client to take the required actions:

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

Within each type of commercial offer ending, you can formulate specific wording that will demonstrate its relevance and relevance to the buyer. Thus, glancing at the sentence at the end of the paragraph, he may carefully read the entire text and subsequently contact the company for a product or service.

Cover letter templates for a commercial proposal:

If the commercial proposal contains more than one page, or is accompanied by various additional materials (for example, cost calculation tables, price lists with the entire range of goods, a schedule of marketing events, conferences or exhibitions), then a covering letter must be sent with it. It contains in a very condensed form the main conditions and essence of the proposal.

First of all, the cover letter must contain a greeting from the addressee, preferably by name and patronymic (addressed address attracts much more attention than standard greeting formulas).

Next, you should introduce yourself and name your position in the company so that it is clear what issue is being addressed. In case of preliminary meetings, it is recommended to remind the recipient of the letter about this.

The main body of the letter should inform the potential client about the goods or services that the company offers, as well as the benefits that cooperation can bring. This must be done briefly so as not to repeat the commercial proposal, but at the same time, after reading the paragraph with the advantages, the potential consumer should still have questions and a desire to find answers to them in the commercial proposal itself. This will encourage him to read the document more carefully.

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

At the end of the letter, you should thank its recipient for their attention and call for action (call the company, ask questions by email, and so on). The rules for completing cover letters are identical to the recommendations for the final phrase of a commercial proposal.

Thus, writing a commercial proposal is a completely technological process. If you follow all the recommendations, it will be successful and will lead to transactions. However, each writer must develop his own unique style and way of forming a sentence. This will greatly improve the efficiency of its work.