home › Mortgage › An example of a marketing proposal design. Commercial offer - the secrets of drafting

An example of a marketing proposal design. Commercial offer - the secrets of drafting

How to compose offer: 4 types of document + 5 text requirements + 10 design tips + 3 drafting steps + successful and unsuccessful samples.

What is the professionalism of the seller?

The ability to sell the maximum amount of goods.

That is why shop assistants, who work for a percentage of sales, begin to charm the client as soon as he enters their shop, describing in colors the goods that interested him.

Large transactions are made according to a slightly different pattern: here the main role is played by a commercial offer (CP), which helps to distinguish your product or service from a multitude of similar ones.

That is why any seller should know that it will interest a potential client from the first lines and lead to a deal.

What is a commercial offer and how to make it?

What supplier doesn't dream of big deal with a company that can significantly increase sales and, consequently, income?

Yes, everyone dreams!

It would seem that the deal is in your pocket: your goods/services are of high quality, prices are moderate, and you offer good terms of cooperation.

But here's the bad luck: after you sent a letter with your commercial offer, you are not even invited to and the contract floats away to another company.

Why does this happen?

Because you didn’t know how to make a competent CP that would hook the consumer from the first lines.

The commercial offer is the main document of the seller.

This is a kind of marker of the professionalism of the entire company.

And, if this paper is illiterate, boring, long, unkempt, funny, then your company will earn the same reputation.

Would you like to have an illiterate and unkempt partner? I doubt it very much.

Many companies do not bother to carefully write a commercial proposal:

Considering that you can just send your price list.
Too lazy to rewrite the old commercial offer, although the company has changed a long time ago and the range of its services has expanded.
Using bad sample documents that do more harm than good.
Not understanding the difference between different types KP.
Sparing money for a good marketer and copywriter.

And then the leaders are surprised: “How is it? We sent our commercial offer, and they didn’t even call us back?

And that’s why they didn’t call back because you didn’t try to draw up this key document for each organization, but did everything “anyhow”.

But if you familiarize yourself with the basic rules for writing a commercial proposal and manage to make a model worthy of imitation, then increase your income and give a new impetus to the development of the company.

How to write a quotation: 4 main types of documents

You can’t be so careless as to think that you can write one commercial proposal and send it to different clients for years.

This is the main mistake of many entrepreneurs - they do not know the difference between different types this important document and do not want to spend time studying their potential client.

But both of them are very important for the success and profitability of the business.

1. Cold quotation

You receive cold commercial offers daily by mail - sometimes your mailer qualifies them as spam and sends them to the appropriate folder.

Precisely because the appeal is not personalized, does not take into account the identity of the consumer and is sent to everyone in a row, it rarely works.

But there are exceptions to this rule.

For example, you thought that it would be time to improve your spoken English, but due to lack of time, you still couldn’t find a school or a tutor for yourself.

And then you receive a letter in your mailbox with the subject: “Long wanted to? And we know how to do it quickly and inexpensively.”

Naturally, you will open such a letter, and do not immediately delete it, and if this is a commercial offer (such a letter could be sent, for example, Language school) will interest you, moreover, you will become their client, which will mean that the cold commercial offer worked.

It is on such random clients this type of document is calculated.

2. Hot quotation

This is a completely different type of quotation, because it is sent to an already prepared client who is waiting for him.

Such a letter is much less likely to end up in the trash unread.

A hot commercial offer must be compiled and sent when:

you learned through your channels that a certain large company wants to change its supplier (this is how advertising agencies in the US, they try first before others find out about it);
a potential buyer directly told you that he was waiting for your offer (he could see the advertisement and call, or you yourself contacted him to ask for cooperation).

It is necessary to draw up a hot quotation very seriously in order not to miss your chance to conclude a contract and increase profits.

You won't get another chance to make a positive first impression of your company.

3. Typical commercial offer

Your task is to draw up a competent document and send it to all your potential clients. For example, you are a tour guide.

To conclude an agreement on fruitful cooperation, you need:

draw up a competent commercial offer;
find out the email or postal addresses of all travel agencies In your city;
send them letters;
wait for someone to be interested in your offer and call back.

Naturally, you make up a standard paper with one text for all your potential employers.

4. Individual commercial offer

Such a document needs to be drawn up when you want to conclude a cooperation agreement with a specific buyer, and the rest are not of much interest to you.

To sensibly draw up an individual commercial offer, you need:

Study your potential partner.
Find out exactly what interests him.
Present your company in the best possible light.
Describe all the benefits of working with you.
Address personalized: instead of "Dear colleagues!" write "Dear Ivanov Ivan Ivanovich."

15 rules for drafting a commercial offer

To correctly compose such an important document for each company, you need to find good example commercial offer and take it as a basis.

And also learn by heart the basic rules for compiling this paper.

Rules for compiling the text of a commercial offer

Naturally, the main thing in the CP is its text.

It depends on what words you describe the benefits of working with you, whether the buyer will respond to your request for cooperation or not.

To make the most competent commercial offer, you should:

Speak the language of the client.

Each field of activity operates with lexical units and terms that are familiar only to professionals.

Your task is to emphasize that you are a professional.

Speak clearly and to the point.

You don't need to ramble on for half a page.

Turned to the client and immediately take the bull by the horns.

In pursuit of the beauty of the text, do not forget about its usefulness.

Of course, you want to impress a potential client, so make sure that the text sounds smooth and beautiful.

This is important, but it is much more important that this text be useful to the buyer and answer all his questions.

Use facts and figures.

Tell us about the achievements and victories of your company, calculate how much the client can save / if he starts working with you, etc.

Don't get too smart.

Yes, it's great that you, as a professional, know so many terms and know business style perfect, but do not overload the text with all this.

Keep a sense of proportion: the client should easily understand what is being said, and not wade through the terminology, feeling like an idiot.

Rules for making a commercial offer

You should not think that if you carefully worked on the text of the CP, then you don’t give a damn about its design.

But even before the recipient of the letter begins to read it, he will evaluate it visually and if he sees the crooked arrangement of the text, a continuous towel without indents and paragraphs, dirty paper and other flaws, then he may well not read this example of carelessness.

Here are the basic rules for making a commercial offer:

Choose a simple, concise font (no curlicues) and a size no larger than 16 points.
Stick to one style of writing: you can't start with a conversational provocative style and then move on to dry business language.
To make the text easier to read, do not forget about indents, paragraphs, frames, lists, bold or italic key points, etc.
Do not try to make too big a commercial offer - no one will master this essay of 30 pages - 1-2 pages will be enough.
Place your company logo on the first page next to the header.
You should not overload the “header”, indicating everything at once in it, it is better to place the details and contacts at the end of the text.
Align the text of the document, best "justified".
Place the message to the potential buyer in the center of the page.
Be sure to sign the KP, deciphering your signature and indicating the position.
If you are sending the document by regular mail and not by email, use beautiful paper and an envelope, and make sure the printer has ink in it - fuzzy letters won't make a good impression.

To write a competent and selling commercial proposal,

also check out the information in the video:

Sample commercial offer

Compiling a quotation is not so difficult if you have a sample document in front of your eyes that has already worked, helped to get new customers and increase the company's profits.

Here are the steps to follow to create a great business proposal:

Study your potential client.

You do not have to focus on one client, you can work with several at once.

For example, you need to find a market for the baked goods your bakery makes.

You study the 5 most big stores who do not have their own bakery to send them an individual quotation.

You do not have to write 5 different samples, just build on the existing backbone of the received information about the client in order to interest him.

Write the main text.

Start with who you are and what you offer.

Then move on to listing the benefits that the consumer will receive if they partner with you.

Toward the end, be sure to use the motivating form of the verb to provoke the client to action.

For example: “Call us today and get a 20% discount on all services” and the like.

At the end, do not forget to put down your details, contact details and signature.

Work on the design of your commercial offer.

You already know how to beautifully arrange your document.

For easier perception of the text, you can use different colors, font sizes, etc. to highlight, just don’t overdo it so that the sentence doesn’t look comical and frivolous.

If you're sending a cold CV and you're doing it via email, think about the subject line of your email so it doesn't get deleted as spam without even being read.

You can, for example, hit on financial gain: "A chance to save 5,000 rubles a month on computer maintenance."

Some good business proposal examples

Poor business proposal template

Since you already know what a good CP should look like, let's talk about what not to do if you are interested in success.

A good sample commercial proposal should not contain:

Slang, vuzgarizmy, obscene language, undeciphered abbreviations.
Incomprehensible moments, unfinished sentences, dots (you do not write a detective or an essay on a free topic, but compose a serious paper).
Sexual and indecent hints, unless you represent an erotic toy store or some kind of porn site.
Jokes and humorous sketches, especially if your sense of humor leaves much to be desired.
Lies and empty promises that you will never be able to fulfill - serious people do not deal with such liars, and they will create such a reputation for you that you will never be able to sell anything else.
Exaggerations: even if you really want to produce on your potential consumer best impression, do not write: “We have already helped millions of customers to hold cool advertising campaigns”, while the number of your real customers is not even a dozen.
Provocations on religious, national, racist and other sensitive topics.
Negative: “You are unhappy, you are depressed, you are suffering, you are thinking about suicide”, etc.
Excessive narcissism and narcissism - you should interest the buyer, and not cause him to think: “Oh, we are not on the road with such cool ones, we would have to find someone easier.”
Water - less empty words, more specifics.

Here's a sample sales pitch that isn't very successful, because it's overloaded with bright colors, small details, and contains too much lyrics:

I don't think you'll have any problems now. how to write a business proposal, which will expand client base and increase income.

Useful article? Don't miss out on new ones!
Enter your e-mail and receive new articles by mail

A commercial offer is the main sales tool. It is with a commercial offer that a potential client begins to get acquainted with your product or service. And the success of all work on the transaction depends on how correctly the commercial offer is drawn up and delivered. A commercial offer differs from a price list or a regular product specification in its purpose, which is not so much to inform the client about the product or service offered, but to encourage him to buy the product or use the service.

Commercial offers can be conditionally divided into "personalized" and "non-personalized". Personalized are addressed to a specific person and contain a personal appeal. Non-personalized - designed for a wider and impersonal audience of recipients.

Regardless of the type of commercial proposal, the author must clearly understand target audience The to which the text is oriented. Before compiling a commercial offer, it is recommended to determine the needs of your audience, what may be of interest to them, to attract attention. Often the most common mistake is to replace the real needs of the target audience with the author's ideas about the needs of potential customers.

After the needs of the target audience (TA) are clarified, you can proceed to drafting the text of the proposal. A commercial offer must consistently perform 4 main functions of an advertising message:

To draw attention
Arouse interest
Awaken desire
Stimulate purchase

It is in accordance with these functions that the text of the commercial proposal is formed. It is desirable to place a visual image in the "header" of a commercial offer that would attract the reader's attention. Often, this function is assigned to the logo of the sending company. Therefore, the logo should first of all attract attention.

The typical structure of a commercial offer is as follows:

Title offer and graphic illustration
Subtitle clarifying the subject of the sentence
The main text of the offer
Advertising slogan, slogan, call
Trademarks, sender details

Functions of Structural Elements

The title and illustration should draw attention to the text, interest a potential client. This is the core of advertising and the most powerful message to the buyer.
The subheading is the link between the heading and the body text. If the client is not interested in the headline, then the subheading gives one more chance to attract him to the purchase.
The body text fulfills the promises of the title and details it.
The final phrase - a slogan, a postscript - should encourage the client to make a purchase.

header

According to statistics, headlines are read by 5 times more people.
News ads are read 22% more often.
The strongest words in the title are "free" and "new". But it is also important not to forget about the values of the target audience, in some cases, free of charge, on the contrary, will repel.
The title should be direct and simple.
Don't use negatives in headlines.
Avoid blind and overly general headings.
Use one font. The more fonts in the title, the less people read it.
If the headline contains a direct quote or is enclosed in quotation marks, it attracts an additional 30% of readers.
Short titles of one line, no more than 10 words, work better.

First paragraph

Keeping the reader's attention is becoming increasingly difficult - you need to learn how to compress the story into one paragraph several lines long.
The first paragraph should contain no more than 11 words.
A long first paragraph will scare the reader away.
What to write about in the following paragraphs? About the same, only in more detail.

Main text

Love your product.
When addressing a consumer, use the word “you”.
“Beautiful writing is a great disadvantage” - Claude Hopkins. Use less exaggeration.
The shorter the sentences, the better the text reads. But a sequence of equally short sentences is boring.
When writing text, use colloquial. But use professional slang only in exceptional cases.
Write the text in present tense.
Do not make large introductory parts - immediately state the essence.
The price indicated in the offer has a significant impact on the purchase decision.
It makes sense to include product reviews and research results in the text.
Avoid analogies like: “exactly like this”, “in this way”, “in the same way”.
Avoid superlatives, generalizations and exaggerations.
Use clear words and well-known names.

How to increase the readability of long text?

Large text is best broken into paragraphs.
After 5-8 cm of text, enter the first subtitle. A bold subheading will grab the reader's attention again.
Insert illustrations from time to time. Highlight paragraphs with arrows, asterisks, marginal notes.
Capitalizing the first letter increases readability by 13%.
A serif font is easier to read from a sheet, while it is better to read a sans-serif font from a monitor screen.
Do not make the text monotonous, highlight key paragraphs in font or italics. Although underlining impairs readability, it's best to use bold type.
If you have a lot of unrelated items of information, just number them.

P.S

There are five times more people who notice slogans than read all the ads.
The text of the postscript should contain the most important information that encourages reading the entire article.
The last paragraph should be no more than 3 lines.
Compared to the number of applications that have reached the advertiser, at least 2 times more potential applications remain only in the mind of the client.

In conclusion, it should be said that, when sent by e-mail, the commercial offer should be sent in the most common electronic format, which is guaranteed to open with a potential client.

The main task at the beginning of any business, and even when expanding one, is to be aware of the fact of your existence in principle and the nature of the services provided, the work performed, and so on.

In this case, it is difficult to do without the use of commercial proposals. How to competently and effectively draw up such an appeal, how and when to apply them - the question is far from being idle.

How to present your capabilities to the client

Let's conditionally divide the types of commercial proposals into two types - primary and final.

Initial offer - from the term itself it is clear that we are talking about the first appeal to a potential client. Depending on the results of the initial presentation, the final one is formulated. Of course, the fact of sending such a document implies some kind of reaction of a potential partner to the initial appeal. It can be proactive telephone conversation, a face-to-face meeting or a written response to a proposal expressing a certain interest in the subject of communication.

Initial contact with a potential client

By the time of distribution, samples of a commercial offer for each treatment option should be thought out and developed. The initial offer is a written analogue of the initial communication with a potential client, when something is known about him, but he knows nothing about your capabilities. The task is to interest the future consumer of services in a brief and unobtrusive form.

Such a commercial offer to customers is the subject mass mailing. are sent to a wide range of potential consumers of the company's services with the initial presentation of services or works.

Primary appeals are characterized by a number of advantages:

The development of commercial proposals is carried out according to a single model designed for the target audience. This approach provides advertising without high costs money and time.
A wide coverage of potential customers is quickly made - quick notification of a wide segment of consumers about the occurrence new service or a new service provider in the market.
It is possible to establish direct contacts with many customers in the maximum short time thanks to a personal phone call. The right to such contact gives the initial appeal.

However, the initial proposals also have a number of disadvantages:

The impossibility of a specific offer to the client, which can be generated only from the awareness of his personal needs and preferences.
Most of the sent requests will not even be read by customers and will go to the trash. This is wasted money and time.

If for fifty sent letters you get connections with five clients, consider your actions successful. Sooner or later they will be effective.

final commercial offer

Such a proposal differs from the primary one in that it has the character of a strictly specific document sent to a specific person. Usually the direction of the second appeal is preceded by:

one-on-one personal negotiations;
initial telephone conversation.

This in itself is an important advantage. It becomes optional to "warm up" the client, the discussion can already go on specific issues and clarify mutual further actions.

Several rules have been developed to make the design of a commercial offer as effective as possible:

Samples of commercial proposals are developed on the basis of the collected information about a potential client, his need for services or works. Therefore, during the first communication, it should be clarified, at least as a first approximation, what goods or services the client needs, which prompts him to accept the offer of cooperation, what goals he pursues by accepting the offer, what kind of information he expects to receive.
The proposal for the text of the appeal should have the most specific content, it is better to work out several solutions to choose from.

Mixed quotation

This is the most perfect form of initial appeal to a potential client. It requires a more rigorous approach and involves preliminary preparation. Need to collect primary information about the client company:

to determine the person for the first person of the organization is not always effective, it is necessary to calculate the person interested in the proposals of your profile of activity);
collect information about the main activities of the enterprise, make it clear to the client about the interest in cooperation;
possible to determine problematic issues future client, sort out the ones that suit your profile and preliminarily work out several options for possible mutually beneficial cooperation.

Designed of this type will not be treated at random, they will demonstrate the seriousness of intentions and interest. It would be wise to think through and prepare samples of each type of quotation in advance.

Being able to sell a product or service is an art. The ability to correctly draw up a commercial proposal for the performance of work or the provision of services is an assessment of the ability of a manager of any level to be successful.

It must be remembered that the human brain is able to store no more than a tenth of the information received during the day. In this tenth part, there is a chance to interest the client. A poor-quality commercial proposal will lead to a loss of time, money and a client.

Ten Principles for Writing a Good Sales Proposal

Benefits Statement. When writing a proposal, you need to start by indicating the benefits that the client will gain by buying a product or service. To do this, you need to understand what problems the client is concerned about and pay attention to the possibility of eliminating or smoothing out their impact.
Determine the benefits that the client will acquire from cooperation. Formulate 6-8 benefits, even if they seem fantastic, and arrange them in the sentence in descending order of importance.
An indication of uniqueness. A potential client must immediately understand that only the proposed service can solve all his problems, that is, the proposed service or product is unique.
You are not for us, but we are for you. You should not praise yourself, pay attention to your usefulness to the client - he is not interested in your advantages, but in his own problems.
You need to sell the result. Relatively speaking, it is not a fishing rod that is sold, but the pleasure of fishing and outdoor recreation.
Your client is the best. It is necessary to convince the partner of his importance and significance.
Evidence. The most convincing thing about advertising is positive feedback from other customers.
Build action algorithm. The client needs to know exactly the sequence of actions for acquiring No "dregs" and ambiguities.
Push. Three days after your conversation, the client will completely forget about you, so you need to gently encourage him to take immediate action.
Ease of perception. Consider how to write a commercial proposal correctly so that it is concise, extremely informative and specific.

Commercial offer samples

Strictly speaking, giving specific samples is more harmful than helpful. When composing an appeal to a potential client, you need to take into account his problems and needs and your capabilities.

A commercial offer for the performance of work or the provision of services should not contain some typical errors.

The first mistake is that you cannot be sure that the client will not read a long letter. If you managed to interest him in the first few phrases, he will read it. The footnote "P.S." will also help. at the end of the text, oddly enough, it is also read first and it should also be interesting.

The second mistake is to slavishly follow grammatical rules. The text of the letter is best written in a conversational style, but without jargon.

Mistake four - claiming that your product is the best, do not provide evidence of this in the form of reviews and recommendations.

Conclusion

The importance of a properly drafted and executed commercial offer cannot be underestimated. The success of the organization's activities largely depends on this step, especially at the beginning of the journey. Sample commercial proposals are easy to find, but remember: they must be personalized and specific to the client. I wish you success!

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

What is a commercial offer

Any businessman who wants to attract as many customers as possible thinks about developing a commercial proposal. It is it that encourages a potential consumer to buy a company's product or its service. It is often confused with a product specification, which simply introduces the customer to a specific product without prompting the customer to purchase.

Varieties of commercial offers

There are two types of commercial offers:

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

What functions does a commercial offer perform?

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

To draw attention.
Interest.
Encourage purchase.
Generate a desire to purchase a product.

Based on these tasks, a commercial proposal is developed. Usually, visual effects are used at the very beginning, for example, the logo of the organization.

If a commercial offer is given to a potential client in printed form, then special attention is paid to the quality of the paper on which the offer is printed. It is possible to apply special watermarks to the document for greater impact on the client. Laminated paper will make a good impression on the consumer of the goods.

Standard Quote Structure (Template)

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

When compiling a commercial offer, you need to understand that each structural element performs its own separate functions. So, for example, the title is used to attract attention, motivation for further study of the document. It is this part of the commercial offer that can be called the most important. The subtitle should interest the client even more, and the main text should justify the information that was written above. But at the end of the offer, as a rule, you need to approve the consumer in the need to purchase.

What should a good business proposal look like?

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

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

Rules for compiling a commercial offer

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

After the necessary information is received, it is necessary to structure it. For this, an approximate proposal plan is drawn up, indicating the advantages of companies, various ongoing promotions. The content of this document may consist of the following sections:

A clear definition of the problem.
Resolution options.
Arguments that prove the need to use the services of your organization.
Description of various promotions and offers that increase the benefit of the buyer.
Call to action.

The title should mention the solution to a specific consumer problem. It is important to indicate to him the final product, which the goods of your company will help to make.

It is not necessary to include information about the achievements of the company in the commercial offer. Long stories about how it all began should be avoided. A potential consumer is unlikely to be interested in this.

When writing a proposal, you should avoid technical aspects, do not use scientific terms. You need to convey information in a simple and understandable language for the buyer.

It is worth using clear and understandable arguments that will really help the client to establish himself in the decision to buy the product.

Do not make a commercial offer too voluminous. It should be short, clear and to the point. It is unlikely that a potential client will want to read multi-page documents; such an abundance of information can simply scare him away.

It is very important that the offer is of high quality. It is worth using the services of a professional designer. Beautiful design can attract the attention of consumers.

As an argument, you can use:

Feedback from other customers. This proof can be called, perhaps, the most valuable. Especially if this client is quite famous and authoritative. It is very important that the buyer's response has the same meaning as the commercial offer itself. That is, it is important that these two texts give the reader an understanding that the company is really effective in one area or another.
Share your success story. Be sure to put your own company or yourself in the center of the story. It should be a selling story that will really interest the buyer, encourage him to take some kind of active action.

It should be understood that the commercial offer must be selling, and its author acts as a seller. It is very important to put yourself in the place of the seller in order to understand as accurately as possible what the buyer expects from the product or service. You need to use the right argument, build communication with the client. Only in this way will the commercial offer really give a positive result.

How to increase the readability of a commercial proposal

You can increase the readability of your sales pitch in the following ways:

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

A few more rules (sample drafting)

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

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

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

It is worth talking about the product in the present tense, indicating its price. It is necessary to provide the client with arguments - the results of surveys, studies, perhaps place one of the consumer reviews. It is undesirable to use superlatives, comparisons. Concreteness and clarity are the main conditions for compiling a good commercial offer.

Errors that are made when compiling

Unnatural praise of the client.

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

Using critical remarks towards the addressee.

It is absolutely not necessary to do this, even if the goal of the company is to help a potential consumer. This can cause extremely negative emotions at the client. It is best to use a stick and a carrot - first highlight the pros, and only then point out very minor flaws.

Supply glut general information about the client.

Intimidation of the client or the so-called "horror stories".

In no case should you scare the consumer, tell him that something terrible can happen without your help. No negativity or stereotypes. It is worth highlighting the advantages of using products, casually comparing with what we have now (use the words: more convenient, more profitable, more efficient), give only specific information.

Sending one offer at once a large number persons.

Non-personalized information will cause less interest among potential buyers. The return on such offers will be minimal. No need to try to reach a large audience at once. It is better to single out the sector with which work is most likely to give an excellent result. It is important to write a commercial proposal in such a way that the reader can feel that he is being spoken to in private. Possible use additional information, which indicates that the communication is conducted with this particular client. It is worth using information about the previous communication, if it was of course.

Misunderstanding the concept of a "long" letter.

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

No wonder people often call very short films boring and stretched out, and call a 3-hour movie the most exciting, without mentioning its duration. The same is the case with works of art, news, books, letters. The reader will not perceive 5 sheets of a commercial offer negatively if they are really informative and catchy.

To put in the foreground the correspondence of the sentence to the grammatical rules.

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

Give the customer a reason not to study your offer.

Do not be naive to assume that the reader will be extremely interested in information about your company, especially about its history. It's not like that at all. The potential buyer is the least interested. It is necessary to attract his attention with some kind of provocation, an unusual statement - in a word, with everything that will bring him out of balance and force him to read the commercial offer to the end. It is worth considering the fact that retention of interest is no less important aspect. You need to focus on what can motivate a person. Most often, the needs appear because of some fear, the desire to become individual, guilt, the desire to become beautiful or healthy. It is in this vein that it is worth considering the problem, dedicating a commercial proposal to it. And then to show that the proposed product can satisfy all needs.

It is unlikely that the client will be disposed to your commercial offer. You need to back up your information with concrete evidence. It is worth giving the clearest arguments. This approach will be able to convince the reader that he bought the product or began to cooperate.

Checking the commercial offer

There are some fairly simple ways to help you understand what impact the offer will have on the addressee.

The so-called check "on a cursory look." To do this, you just need to look at the document. It is important to understand which parts of the text stand out so that you really want to read them. These are headings, logos, selection of textual information, photos. If the information used there was able to help build a complete picture of the essence of the commercial proposal, then everything was done correctly.
Check for understanding. It is important to find among your friends and acquaintances such a person who would fall under the target audience of your offer. If, after the first reading, he caught all the main ideas of the document, saw the advantages of the presented product, then we can conclude that the proposal was drawn up correctly.
Finger check. It is worth trying to read the text without words about the product like “best”, “unique”. If it is interesting to read the proposal in this form, then everything is done correctly. It is very important that all eulogies about your company are supported by accurate data, reviews, stories, certificates.

Examples / samples of commercial offer

There are a lot of examples and samples of a commercial offer. All of them are good in their own way. I will show some of the most successful, in my opinion, which were developed by Denis Kaplunov.

Popular in category: