Commercial offer. Commercial proposal samples. How to make a commercial offer? final commercial offer

The ability to write correct and effective commercial proposals is very important in any business. We can say that with the help of a commercial offer there is a certain form of communication between the company and its real or potential partners, suppliers, customers.

When developing a commercial proposal, attention should be paid to both its design and structure, as well as content. quality offer should not contain too much text. Ideally, it will take no more than 2-3 pages (in some cases, depending on the specifics of the industry, the document can reach 10-15 pages). And if we are talking about a “cold” commercial offer, then its size should not exceed one page of text at all, otherwise it will simply not be read.

How do you see to invest in limits optimal size commercial proposal, and to express all its essence to the maximum, you need to spend a lot of time and effort on developing the very content of this document. If you need to make a commercial offer, and you are doing it for the first time, then you cannot do without templates, samples and examples. On the Internet, you can find a huge variety of ready-made examples commercial proposals that can be taken as a basis.

Some templates are almost ready-made commercial offers. All you need to do is just fill out a ready-made form, entering the name of your company and the type of services provided on the form. However, regardless of how exactly you will create your commercial offer (use a ready-made form or write from scratch), you must always remember that a commercial offer is a very important document in your activity, which can, figuratively speaking, predetermine the fate your business.

Drawing up a commercial offer

So, first you need to determine to whom you will send a commercial offer. Depending on this, its structure will change slightly. Commercial offers can be personalized, that is, written for certain specific people (or firms), or non-personalized, that is, designed for a wide audience.

However, even if you are interested in the second type of commercial offer, you must make it for a specific target audience. That is, your target audience is people who may be potentially interested in your product or service. For example, the target audience is young parents, and for small business lending services, respectively, start-up entrepreneurs.

What is the purpose of any commercial offer? Definitely selling a product or service. Therefore, all efforts in compiling a commercial offer should be aimed at making the recipient interested, inducing in him the desire to make a purchase. Therefore, from the very first lines that your potential client reads, a commercial offer should arouse interest and force them to at least read to the end. And if the recipient of the commercial offer has read it to the end, it means that he is interested. And if he is interested, then there is a chance that he will want to become your client or partner.

In more detail about the structure of the commercial offer, we will briefly recall that this document should consist of at least three components: introduction, main text and conclusion. That is, your commercial offer must be consistent and structured.

Sample commercial proposals

Below are some examples of commercial proposals for the provision of various kinds services. As you can see, these examples contain all the main elements of an effective commercial proposal: at the very beginning there is a short phrase that attracts attention, the main essence of the commercial proposal is stated briefly and concisely, and images, various colors and fonts are used.

Non-personalized commercial offers

They are also called "cold" commercial offers, that is, they are sent to all potential customers of the service. Examples below ( click on image to view in full resolution):

Personalized commercial offers

In fact, such a commercial offer in its structure differs from non-personalized ones only in that it is addressed to a specific person (this can be a business owner, company director, manager). Here is an example of such a proposal:

Download sample commercial offer

sample commercial offer form

How to make an offer online?

To date, there are many online services that work so that you can quickly, efficiently and easily make an effective commercial offer. According to user reviews, one of the best services is QuoteRoller. Previously, this service had only an English-language interface, which for some was a barrier to its full use. However, QuoteRoller already exists in Russian. On the site www.quoteroller.com, by clicking on the link at the top right of the page, you can register, and then start compiling your commercial offer by following simple instructions.

In addition to this, there are other online services drafting commercial offers, for example, Moffer. This service is also quite popular and easy to use.

In practice trading activities one of binding documents have long been commercial offers related to the supply of goods. Such documents reveal the benefits of contacting this particular supplier.

Commercial offers are made to arouse the desire to purchase this particular product. In order to achieve the goals, it is necessary to describe the most profitable terms deals.

Under these conditions, all the nuances are present, including discounts for the purchase of large batches, delivery services.

The form of drawing up the document is arbitrary. She can take everything into account. specific features one company or another. But there are a number of points that must be present, in any case.

The main thing is to take into account the characteristics of the audience for which the text is intended.. After all, each field of activity has its own lexicon.

And they try to stick to it. There will be no unnecessary information related to the priorities of the company.

Brief and competent messages about the delivery of goods

The general idea in the document is what, first of all, the addressee should grasp.

Don't use too many terms which will not be understood. Especially if they have no meaning for the document itself.

It is not necessary to prove your literacy immediately in each of the aspects. The main thing is an intelligible presentation of thoughts.

Well, if there is at least one example of compiling such a document. This is a kind of official paper, which becomes an indirect representation of the company and its interests.

Tips on highlighting the required characteristics can always be obtained from employees in the technical service.

The choice of design and design of the proposal

Each organization uses its own, unique style in the preparation of commercial proposals. The personification of a document is often given maximum attention.

You can use the form of a letter that is personally sent to a particular person.

But there is information that must be present regardless of the addressee.:

• Basic information on the supply for which the offer is being made.
• Organization details.
• Brief information about the company.

Examples of provisions that are best excluded from the document

There are certain points that should not be present in the document.

• Template and hackneyed phrases are the first thing to get rid of. The same goes for sentences that have no substance. And which mean nothing to the client.

Even not picky buyers are sometimes afraid of complex sentences with long paragraphs. It doesn't matter how well the overall shape is put together.

• The qualities with the characteristics of the product should be described, but not excessively. An example is the creation of an emphasis on the benefits for customers in the organization of ongoing cooperation. It is better to present information in figures that are easy to compare with other indicators in this field of activity. Then it will be easier for customers to see the specific benefits of this offer.
• Explanations of obvious truths also should not be. Only the use of generally accepted concepts, exactly known to each of the readers, is permissible. But jargon and specific words must be completely abandoned. Then the partners will not have negative emotions.
• No extra technical details needed. Customers pay attention to the real benefits that each of the products can bring.

Commercial offers cannot be made without specifying the time during which the validity period is maintained.

What will be the key provisions?

What should be indicated in proposals, regardless of the form?

• The beginning is in a corporate hat, where they put logos and details.
• It is important that the title of the document itself be included.
• An obligatory part was the appeal to each of the clients. Both general phrases and nominal appeals are allowed. But the first option is not recommended.
• The proposal only requires a clear structure. It is allowed to leave specific prices and terms of delivery outside the offer. For this, price lists and consultations with managers are used.
• The price list becomes an excellent application for commercial proposals. The main thing is to break it down into several categories to make it easier to use.
• A separate block is allocated for the terms and conditions of delivery of goods to the address of the consumer.
• Another block should be devoted to payment. But it is not recommended to devote a whole page to this issue. Enough and 2-3 sentences.

Other options are allowed only in proposals with an offer, where there is a text of a serious amount.

• The period during which the offer is valid can be indicated at the very beginning of the page.
• A popular tool is an indication of reviews, links to them on the Internet.
• The final element is the signature of the director, the date of creation and the corporate seal.

A job description must be written for each employee. Compilation rules and sample job description The director of the LLC can be viewed.

Is it possible to simplify the work on the document?

All managers try to simplify their work as much as possible. There is nothing unusual about this. Then there will be more time to connect with new customers. It also helps to avoid a large number typos and errors.

To do this, automate workflows. Such work involves the creation of special templates.

To create documents, a single form is used, just different personal data of partners are inserted into it.

Such templates are easy to create in special accounting programs.

Other important nuances of drafting a document

Either professional philologists or technical specialists in company.

In total, there are two main types of proposals:

• Advertising.
• Personal.

You should not rely from the very beginning precisely on the fact that commercial offers will be the most effective. Many sales managers make this mistake.

It is necessary to pay no less attention to other factors, personal communication with each of the consumers.

It is better to collect information in advance about those with whom you want to establish cooperation in the future. This will help to deal with the needs and requirements of the future partner.

For example, a price list contains a description of five different colors for the same product. Then in the table it is not necessary to put several names that are called the same.

One is enough. And then cells are attached to it, where a link to the color will be given. The reader perceives such information much better.

Only one unit of measurement must be present in one column. If there is data of different formats, they are bred into different cells.

It would be irrational to create tables that are too large. Otherwise, they will be too complicated. The desire to understand further among customers easily disappears.

The ideal option is one table that fits on A4 format. In this case, the scale does not increase, does not decrease. landscape orientation- a great solution to fit more information.

It is important that each of the presented formulas work correctly. Especially if there are variable values ​​that are set manually.

Commercial offers will become more transparent if the clients themselves appreciate and understand what they see in front of them. Well, if it is possible to make partners change some of the presented values ​​themselves.

You will find step-by-step instructions on how to write a commercial offer in this video:

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

Commercial offers can be conditionally divided into two categories: "cold", sent to potential customers 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 makes more sense to use mass mailings(probably one of the recipients of the letter will respond to the offer); in the second - address.

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

Quote - Word Template

You can download the commercial offer form, which can be filled out in any text editor, including MS Word, from the link above. Unlike, this document does not have to (although highly desirable) be certified by the signature of the head and the seal of the organization. Moreover, it makes sense to abandon this step if you plan to send non-paper (to real mailing address), but electronic documents.

Commercial offer - sample

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

A commercial offer is a presentation of a service (goods) for the purpose of its implementation. The successful provision of services directly depends on a well-written and sent business proposal. Use one of the good examples of this document to create the right commercial proposal that causes an explosion in sales.

Commercial offer: author's creative

The commercial offer (CP) ideally should contribute to the explosion of sales. First of all, a competent author is selected. The finished commercial offer is evaluated by the leading specialists of the company. They leave their comments on the last page of the proposal. Perhaps the author will have to finalize the document, taking into account all the comments of the customer.

Let's list the stages of drawing up a commercial proposal for the provision of services.

1. Preparatory work (gathering information about the service and potential customers, the choice of the author).
2. Decor.
3. Coordination.
4. Making possible amendments.

The selling commercial offer is made up by employees of the marketing department of the organization. If there is no such department, then the execution of the document will be entrusted to the leading specialist of the company. It is possible that the employee has no experience in compiling selling texts. Do not despair: a creative approach, together with the desire to sell a service, will help you write a decent business letter.

If the situation with a creative approach in the company is at zero, then you are in an advertising company. For money, of course, you will make a wonderful commercial offer. But you will miss the chance to independently launch a project for the implementation of enterprise services.

How to compose

An example plan looks like this:

1. Introduction. The main idea is why a business letter was sent to the customer.
2. Main part. Offer the terms of the deal, describe all the benefits of cooperation with you.
3. application (if applicable). All are reflected here Additional Information which explains the content of the sentence. A reference in the text of the proposal to the presence of the application is required. The application itself indicates its belonging to a specific commercial offer.

Think about how you can interest the client in your service. Answer the question for yourself: “Why should the customer read this commercial offer?”. Try to cover the situation as a whole, and not one-sidedly.

Information about the service for the customer

• Briefly indicate information about the selling company itself.
• Attach an assortment list and prices.
• Describe the services.
• List the terms of service.
• Term of service provision and warranty obligations.
• Wishes for further cooperation.
• If possible, add additional visual material about the service provided.

Making a document without errors

It is worth focusing on GOST R 6.30–97 (relevant in 2017). It lists 29 details that the selling company can use in a commercial offer.

Do not clutter up the text with unnecessary props. This will only tire the potential customer. It is unlikely that he will want to read your proposal to the end.

The correct form of the CP

The choice of form depends on specific situations. In some cases, it may be wiser to notify the customer first verbally (by telephone or business meeting). Personal contact will give you an incomparable advantage in describing the characteristics of your services. Demonstration of videos, visual samples, photos, special editions is welcome. In addition, by the behavior of the customer, you can immediately see how much you are interested in him with your service.

Even if nothing is ordered from you, it will be an invaluable experience for correcting your commercial offer.

The second version of the form is written. Sending method: regular and e-mail, fax. Two forms (written and oral) can be used in parallel and separately. In any case, it is worthwhile to calculate in advance the option of notifying the customer about your service. Collective work in this case will play a role brainstorming”, which will allow for the maximum possible scenarios for the development of events.

Structure

Approach the issue of the structure of the commercial proposal with the utmost seriousness.

1. Post useful information about the proposed service.
2. Interest the customer when reading the information.
3. Encourage the counterparty to place an order for the service.

Table: how to arrange the structural elements of a sales letter

it classical form location of sentence blocks. They can be interchanged and partially removed from the text. On your part, the main thing is to take the place of the client and understand what the problem is and how to help solve it. Then the question is correct structure the text will be removed by itself.

In the course of writing a sales copy for your service, try to mention the benefit to the client at least three times. It would be appropriate to do this in a block about some intrigue in your offer and about the benefit for the client.

How to avoid mistakes when filling out a quotation

So, you sent a commercial offer and expect a flurry of calls to order a service. After a while, you realize that something has gone wrong. Let's deal with typical mistakes when preparing a sales offer.

Sample commercial proposals for the provision of services

Sample commercial proposal for the provision of computer services.

Sample commercial offer for the rental of special equipment.

Sample commercial proposal for the development of design products.

How to draw up a commercial proposal for the provision of services for cargo transportation.

Sample commercial proposal for the provision of services for cleaning roofs from snow.

We write to a foreign partner

Let's start by choosing the writing language. If you are fluent in the language of the country of the addressee, then it would be logical to use it. If there are difficulties in writing the text in the native language of the recipient of the letter, then it is better to use English. You have already decided for yourself: you will write the proposal by your company or contact a specialist in high-quality translation. There is one thing - the first impression. Try not to spoil it immediately with a distorted style of presentation. Therefore, it is not worth saving on a commercial offer.

Rules for writing text

Choose a presentation style (for example, business).

Use short and medium length sentences without complex turns.

Proper division into paragraphs will facilitate the visual perception of the text and set a certain rhythm.

The position of the letter text along the left edge of the page.

Letter header. In the upper left corner, the sender's data is indicated, and in the following order: first name, last name, first name, office or apartment, house, street, city, index, country.

Destination. The name, company, with a new line the address of the company is indicated.

Specify the date of departure in the format date/month/year (for European countries) or month/date/year (for the United States). To avoid confusion, you can write the date in a more detailed form: October 10, 2016. Please note that in Russian the date is written with a dot (10/10/2016), while in English the date is written with a slash (10/10/2016).

The manner of addressing a foreign partner. Please note that a comma is placed after the appeal, in no case an exclamation mark.

The structure of the main text. The first time you contact me, you need to introduce yourself. Subsequent letters begin with an expression of gratitude.

Specify the purpose for which you are applying.

If an attachment is attached to the letter, please indicate this.

Sample business letter on the English language given below.

How to send a quotation

Thinking about how to send a letter is before composing. The following conditions affect the submission option:

• availability of confidential information. In this case, priority is given to regular mail;
• the volume of the letter. One - two pages can be sent by regular mail, fax. It is more expedient to send the volume up to 15 sheets by e-mail.

It is better to agree on the sending option with the recipient of the offer. Perhaps some method of obtaining is not available for him. Do everything for the convenience of the customer.

Attention! Do you want to know how not to make a mistake in choosing a supplier of goods (services)? Study our recommendations indicated in the article "".

Actions after sending an email

The conditions of modern reality indicate that it is not worth waiting for a call from the customer. The entire initiative to promote the service is up to the seller. Gently and unobtrusively, the client should be led to purchase. The first step - sending a business proposal - is done. Next, we recommend doing this:

• Check with the client (for example, by phone) whether the commercial offer has been received, whether everything is clear and legible. In the same call, arrange the next call. As a rule, it will take 1-5 days.
  

  Do not forget about 30 seconds, during which you have to "hook" the client. Therefore, we are talking only on the merits. Good conversation starter: "I can help you increase your sales." This is the universal goal of enterprises. And because there is a chance that the customer will listen to you carefully and ask questions.

• You call back in 3-5 days and ask what questions the client has after reading the offer. Check if collaboration is possible. If the client does not have any questions, they can be modeled to the seller of the service. For example, ask a question and answer it yourself: “Our customers were interested in what is the benefit of cooperation with our company?”. In a detailed answer to your own question, you will conduct an additional presentation of the service.
• If the customer is not ready to conclude a deal at the moment, you agree when you can call him back to inform you about new promotions of your company. You can send an additional commercial offer after a while. If offers are sent out via email, then information about your services can be updated systematically (2-3 times a month).

When implementing services, it is worth focusing not only on personal profit. Only mutually beneficial interest will allow your company to reach a decent level of sales. A successful commercial offer works on the principle of a hook from which it is very difficult for the client to break.

commercial offer as efficient business tool, in a highly competitive service market, has been very popular in recent years. For its development, marketers, designers, copywriters, etc. are usually involved. This pleasure costs a lot, but there is one tricky way that will allow you to compile this document at no extra cost. It is enough to find a suitable sample of a commercial offer and rework it a little for yourself.

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

Any commercial offer consists of the following sections:

• The logo or emblem of the company that offers the product or service. The commercial offer must be drawn up on letterhead using corporate identity 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.
• Advertisement 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 counterparts from competitors.
• Company benefits. This section reveals the advantages of the company, describes its experience, the implementation of successful projects, and so on.
• Contact information - after reading the commercial offer, it should be clear to the potential client who, by what phone or email address to contact.
• Company representative's signature.

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

A "hot" offer, as a rule, is sent after a meeting with a representative of a potential client. It contains unique benefits and conditions that are relevant to a particular 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 types of sentences such as presentational(giving a general idea of ​​the company's products), promotional(invites to participate in a marketing campaign), congratulatory, thanksgiving(contain unique conditions in honor of the holiday or in gratitude for long-term cooperation), or The invitation(it contains an invitation to participate in an event).

When compiling a proposal, it is necessary to clearly understand and highlight the problems that the target audience has. A commercial offer can be considered successful or correctly drafted if, thanks to it, it was possible to convince the recipient that he needs the proposed product or service. For a commercial proposal to be successful, it is recommended that it meet certain requirements.

First, it should not contain grammatical and spelling errors. For writing it is useful to use professional text editors. They automatically check spelling and highlight words or parts of a sentence that are recommended to be changed. In addition, in modern text editors, there are special templates that can be used to design a commercial offer. Since the main task of such a document is to attract attention, it is allowed to use various infographics, drawings, diagrams, diagrams and similar illustrative materials in it, which facilitates the perception of the proposal and increases the likelihood of its acceptance.

Also important is the color scheme, which is used in the design of the document. First, the colors must match corporate identity companies, and, secondly, should not be defiant or unnecessarily calm. Do not make black and white documents either. They look outdated and won't grab the reader's attention (except for those who value content over form, but those are becoming rarer). It should be remembered that at present, a large flow of information falls on each person every day, so it is very difficult to process it. It is for this reason that the necessary data is packed into graphic materials.

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

The quotation must be delivered either by e-mail or in person. Moreover, the second method is much more 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 offer samples

Service Quote Templates

Commercial offer templates for construction companies

Commercial offer templates for selling goods

Quote Templates in Word

Ready commercial offer for cooperation

Examples of a commercial offer for the sale of goods

Samples of a commercial offer for the provision of services

How to create a commercial offer

Write a commercial offer for the sale and supply of goods

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

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

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

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

4. Service. If the goods are technically complex, it is necessary to indicate how the buyer should proceed in the event of a breakdown or need for maintenance. Ceteris paribus, the buyer will prefer the product that he can either easily serve himself, or there will be a service center next to him.

Commercial offer for cooperation in business

When compiling this type of commercial offer, it is necessary to very clearly and, at the same time, unobtrusively talk about the benefits of cooperation, what benefits it will bring to the partner, and also describe the proposed conditions for conducting joint activities. This is a rather 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 offer is a whole art.

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

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

Trade organizations are primarily interested in the delivery time and safety of the cargo. Therefore, when compiling a commercial offer, representatives of this segment of the target audience must indicate why the company can offer minimum terms and the presence of guards or escorts along the way.

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

Make a commercial offer from a construction company

Potential consumer of services construction company, first of all, the price interests. Therefore, in the commercial offer it is recommended to describe in detail the possibilities of its reduction, and the reasons why this is possible (for example, due to the use modern materials or unique technologies and so on). Transparency of pricing is also important for the consumer, so it is recommended to include a table with justification of the cost at the end of the offer or as an appendix to it.

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

The reputation of the construction company is also taken into account by many customers when making a decision. You can confirm it with articles from newspapers, letters of recommendation, various awards, 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 the competition in this market is very high.

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

• High probability of a positive resolution of the client's dispute in the courts (for example, demonstrating their success in such cases);
• Saving the client's costs on full-time staff by transferring part of the 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 the main activity;
• Offering various bonuses that competitors do not have (advice on a number of issues for free).

You can formulate other benefits 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. In a commercial offer from advertising campaign original design elements, professional terminology, eye-catching slogans and other similar elements must be present. This allows a potential consumer to immediately assess the level and technology of work advertising agency. If it knows how to sell itself well, then the client's product will be able to effectively advertise. Thus, the customer has 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 to oversaturate 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 the buyer or customer is rarely rational, rather it is emotional. Therefore, it is not worth giving a lot of information in the offer, it is much more effective to create the feeling in the consumer that the product or service will help him satisfy the need. This feeling greatly increases the likelihood of a subsequent purchase.

The second common mistake is excessive attention to a potential client. The compilers of the offer are scattered in compliments, describe all the successes of the client, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about the solution of his task or problem, so, of course, he will read about his successes with pleasure, but if he does not find an answer to his questions, then it is unlikely that he will contact such a company.

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

• The history of the company describes how the company's path began, how it developed, and so on, but this is not at all interesting to a potential buyer of products. It only takes his time, which means it annoys him and worsens the perception of the offer.
• The history of the leader, the reasons why he came to this business, that he is an expert in this or that activity, indicate his achievements and awards. It is also not interesting to a potential buyer and worsens the impression of the offer.
• Description of the production technology to make sure that the product is really of high quality and has the declared characteristics. But it must be borne in mind that the buyer is not a specialist 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 enough.
• Indication of irrelevant customer needs. When compiling 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 offer will go into emptiness. The buyer will not find answers to his questions in it and will not purchase the goods.

How to effectively complete a business proposal

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

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

A fairly common option for ending a commercial offer is a message stating that specific managers are always ready to answer the client's questions, and their contact details are indicated. How to contact a specialist, of course, should be at the end of the commercial offer, but it does not in any way encourage a potential client to take any action. So, a commercial proposal should end with a call to action.

We can distinguish the following motives that can induce the client to perform the required actions:

• Information that the number of goods or services offered under the terms of this commercial offer is limited;
• Bonus offer - free sample, opportunity to test a product or service, product availability, discount on current or next purchase;
• Description of the buyer's personal interest (what he will get 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 conditions delivery, quality service).

Within each type of end of a commercial offer, specific formulations can be formed that will demonstrate its relevance and demand for the buyer. Thus, glancing at the final paragraph of the sentence, he may carefully read the entire text and subsequently apply to the company for a product or service.

Cover letter templates for commercial proposals:

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

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

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

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

The following is a list of documents that are attached to the letter. Firstly, this is a document flow norm, and, secondly, it will allow the addressee to quickly find out which documents to pay attention to in the first place in order to make a decision.

At the end of the letter, you should thank the recipient for their attention and call for action (call the company, ask questions by e-mail, and so on). Rules, completion cover letters are identical to the recommendations for the closing phrase of a commercial offer.

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