How to write a sales proposal. Commercial proposal from an advertising agency. How to properly prepare a commercial proposal, avoiding common mistakes

Welcome to the magazine about business and finance “Rabota-Tam”.

The popularity of business commercial proposals (CP) is not unfounded, if we take into account the effectiveness indicators of such documents. In addition, today search services are simply bursting with requests from users of the format: “How to make a commercial proposal correctly?” In fact, no way.

Yes, because the commercial offer is a kind of Olivier salad, which has various variations of preparation: from sausage with peas to hazel grouse with capers. And it’s hard to call each of these recipes “wrong”.

However, now we will still dot the i’s so that you can write an impeccable business proposal in accordance with the high standards of modern marketing art!

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

There are several types of business proposals:

• "cold";
• "hot";
• standardized.

It is worth understanding that each of these CP options must be written taking into account the form, structure of the letterhead template, as well as the circumstances and goals that can be set not only by the writer of the letter, but also by the receiving party.

Cold offer

“Cold” commercial offers are sent impromptu. Therefore, the recipients of such letters are unprepared clients who perceive the CP as spam. But even it can have a response, although the likelihood of reflection on the part of the recipient is quite small.

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

But this is just an exception to the rule. Everywhere, the fundamental functions of “cold” advertising come down to the distribution of interactive advertising. In view of this, you have to arouse the consumer’s interest in reading this document. How to do it:

1. Come up with a catchy and catchy title.
2. Emphasize the attractiveness of the commercial proposal by correctly composing the offer.
3. Motivate the recipient to take action towards mutually beneficial cooperation using marketing techniques.

We will examine each of these elements a little later.

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

If you have additional information, it is best to include it in a cover letter. And under no circumstances write “novels” in the style of Leo Tolstoy; business people simply do not have enough time to read them.

“Hot” – personal commercial offer

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

In turn, the complexity of drawing up “hot” commercial proposals is burdened by the need to adjust the text to the individual needs of each customer.

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

Standardized commercial offer

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

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

In standardized CPs, dry numbers play a decisive role: price-quality ratio, warranty service and contractor experience.

It will not be possible to write something on your own initiative, because the attached sample form is designed to filter out marketing information that is unnecessary for market monitoring.

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

Covering letter

We have already touched on the topic of the cover letter above. It serves as a complement to the business proposal, pursuing the following goals:

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

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

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

Commercial proposal samples and templates

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

Finding partners in business is necessary, as ideas or projects may arise that will bring many new opportunities. But it often happens that the head of a large enterprise or firm does not have enough time to meet with potential partners, and they ask to send them a commercial proposal (CP).

Why offer services

You should know how to write a commercial proposal correctly, since the success of the transaction may depend on its content. Often you want to include as much information as possible about your company or service in your commercial proposal, but too much text can alienate a potential partner or client. It is necessary to compose the proposal in such a way that the person who reads it becomes interested and wants to continue cooperation.

Knowing how to write a business proposal is important for both business newbies and those with more experience. It doesn’t matter whether you are the owner of a large company or a start-up entrepreneur, everyone needs well-written proposals.

How to learn to write such letters

The main questions that arise when writing a CP relate to where to start writing, what information to include and how to finish. Sample commercial proposals make it possible to eliminate errors.

Basic Rules

1. First of all, you need to define the market segment.
2. It is important to specify the CP - to write what type of cooperation will be discussed.
3. You should try to interest the person to whom the proposal is addressed from the first lines.
4. It is necessary to describe the advantages of the company.
5. It is important to present in simple language, without fanaticism, the main ideas of the commercial proposal. It should be borne in mind that the person who will read the text does not have sufficient knowledge about the specifics of the product or service being offered. Information needs to be presented in an accessible manner. It is also not recommended to use advertising-related phrases, as this approach can be off-putting.
6. You should not indicate possible risks; it is better to ignore them.
7. The text should be written in a business style, but at the same time simple; it is also recommended to exclude strong emotional overtones.
8. No matter how much you would like to include as much information as possible in the text of the letter, you should highlight only the main points and present the remaining data as an announcement.
9. You should consider answers to the client’s possible questions and doubts.

What needs to be done before writing a proposal

First of all, you need to make a list of those to whom these proposals will be sent. If you are confident that some organizations will refuse, then you should not waste time on them. Although, as practice shows, cooperation can be achieved with almost any company.

It is necessary to draw up a list of organizations that need the proposed product or service, and also specify what exactly the company can provide them.

The important point is that it is necessary to make two sentences, separately for the manager and for the specialist. You should think about where to highlight which points, since a manager is a person who makes decisions, and a specialist is a performer who will carry out the task. Therefore, for the latter, it is necessary to highlight those points that will simplify his work in future cooperation (for example, draw up a commercial proposal for the supply of something). And for the manager, development prospects and cost savings will be the most significant.

It is also recommended to practice before writing a commercial proposal by making several sample letters for different companies. In each of them, you should outline the company’s activities and how you can help it. For example, in a commercial proposal from an insurance broker to a large insurer, you can use the following words:

Dear leader!

In the current economic situation, it is necessary to increase sales volumes. Your company is a leader in this service sector. There is always a need to attract new clients. Our brokerage agency is ready to help you. We want to sell your insurance products to our customers. Our agency specialists will provide competent advice in the field of insurance.

We will always answer by phone.

Sincerely, employee's name and position.

How to start writing

It is recommended to start drawing up the right commercial proposal directly from the essence. It is necessary to understand that in addition to this offer, the company to which it is sent receives a lot of similar letters. Therefore, there is no need to delve into the content; it is recommended that from the first phrases you reveal the essence of the commercial proposal and outline its goals. Under no circumstances should you start a letter with hackneyed phrases, be original!

Before writing a proposal, it is worth doing an analysis of the company for which it is being made and identifying the needs. For example, you can call and talk with a company representative, during the conversation remember a few phrases that will be included in the announcement of the commercial proposal. That is, if the head of a company says that he wants to increase office sales, then in the announcement of the commercial proposal it is recommended to write that your activities will increase office sales.

If you are unable to talk to the head of the company, you can go to the official website; as a rule, the main areas of activity and prospects for its development are reflected there.

KP writing style

First of all, you need to draw the client's attention to his problem, and then offer a solution to it. Developing a commercial proposal involves using simple sentences that are easily and quickly understood. If you think that this or that phrase is unnecessary, then it is better to remove it.

It is necessary for the text to be lively, it is recommended to add specifics to it - indicate specific numbers, name existing partners. You can also indicate the subtleties of production or the specifics of the work. Tell us how a process is optimized. There is no need to go deeper and describe the entire production system. It will be enough to highlight a couple of working moments.

Samples

On our website you could already read about. 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 proposal, a certain form of communication occurs between the company and its real or potential partners, suppliers, and clients.

When developing a commercial proposal, you need to pay attention to both its design and structure, as well as content. A high-quality commercial proposal 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, otherwise it will simply not be read.

As you can see, in order to invest in the limitations of the optimal size of a commercial proposal, and to express 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 proposal, and this is your first time, then you cannot do without templates, samples and examples. On the Internet you can find a huge number of ready-made examples of commercial proposals that you can use as a basis.

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

Preparation of a commercial proposal

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

However, even if you are interested in the second type of commercial proposal, you must create it for a specific target audience. That is, your target audience is people who could potentially be interested in your product or service. For example, the target audience for goods for children is young parents, and the target audience for small business lending services is, accordingly, aspiring entrepreneurs.

What is the purpose of any business proposal? Of course, selling a product or service. Therefore, all efforts when drawing up a commercial offer should be aimed at attracting the recipient’s interest and inducing a desire to make a purchase. Therefore, from the very first lines that your potential client reads, your commercial proposal should arouse interest and force you to at least read to the end. And if the recipient of the commercial proposal reads 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.

We have already written in more detail about the structure of a commercial proposal (the link can be found at the beginning of the article); let us briefly recall that this document must consist of at least three components: introduction, main text and conclusion. That is, your commercial proposal must be consistent and structured.

Examples of commercial proposals

Below are several samples of commercial proposals for the provision of various types of services. As you can see, these examples contain all the basic elements of an effective commercial proposal: there is a short, attention-grabbing phrase at the very beginning, the main essence of the commercial proposal is presented briefly and succinctly, and images, different colors and fonts are used.

Non-personalized commercial offers

They are also called “cold” commercial offers, that is, they are sent to all potential clients of the service. Examples below ( To view in maximum resolution, click on the image):

How to make a commercial proposal online?

Today, there are many online services that work so that you can quickly, efficiently and without problems create an effective commercial proposal. According to user reviews, one of the best services is QuoteRoller. Previously, this service only had an English-language interface, which for some was a barrier to its full use. However, QuoteRoller already exists in Russian. On this QuoteRoller website, by clicking on the link at the bottom of the page, you can register, and then start writing your commercial proposal, following simple instructions.

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

Today I will try to present you with 7 basic writing rules that will help your message not end up in the “basket”.

I will try to answer these exciting questions:

How to avoid being among hundreds of unread letters?

How to attract and retain attention to a commercial offer?

How to influence a potential client's action?

In addition to studying the 7 rules, it will be useful to read the article to avoid possible mistakes when creating a CP.

Rule No. 1. Respect for the potential client.

Any request must begin with the information of the person to whom it is sent. Take the trouble to find out how to correctly write the position, company name and initials of the person for whom this document is intended.

The famous American psychologist Dale Carnegie says the following about this: “A person’s name is the sweetest and most important sound for him in any language.”

Therefore, each of your commercial proposals must be personalized.

The standard version of the call looks like this:

"To CEO

PJSC "Pilgrim"

Mr. Sidorov A.N.”

1. If you were unable to find out the position of the person to whom you are addressing the appeal, you have the opportunity to use the standard wording - “manager”.
2. PrJSC, LLC, JSC, PE is the official legal name of the company. If you indicate the wrong form of ownership, you will most likely end up in the “basket”.
3. The last name, first name and patronymic of the manager are the most important in your application. Please pay attention to the correct spelling and declension of the surname. If you have doubts and there is no way to clarify, the best option would be to completely refuse to write your full name. However, I am sure that the secretary of any company will be happy to help you with this issue.

Another common mistake is leaving space for the last name (“________”). I guarantee you that the reader of your commercial proposal will immediately get the impression that this is just another mass mailing.

Rule No. 2. Avoid the banal phrase “Dear.”

This appeal takes us back to the distant times of the Soviet Union. I suggest you be more original. For example, address it like this: “dear.” And it’s even better if you invent a personal, individual and different appeal. And then your potential client is guaranteed to have their eyes fixed on your commercial message.

Rule No. 3. Be an equal with the client.

Many people are accustomed to starting their address with the words: “Allow me to suggest...”and end with “Sorry to bother you.”».

This is a highly controversial issue. However, my professional, verified and subjective opinion suggests that both are interested in a certain commercial offer. You are not a beggar at a bus stop. You offer a product or service that your client needs. You are in an equal position.

The key to success is “partnership”, which can only be “on equal terms”.

Rule No. 4. The magic of the title.

The first impression of your commercial letter will be formed thanks to a competent address and an attractive headline. It is the headline that will either hold the reader’s attention or send the letter to the ill-fated “trash.”

The title should howl:

- intriguing;

— presenting benefits;

- laconic.

For example:

Do you still have to spend over $100 a month on office equipment maintenance?”

Or this option:

“Dear Alexander Nikolaevich!

Do you want to know an easy way to save $1,200 a year?”

Believe me, a businessman will not miss the opportunity to find out options for possible savings. Company directors are always interested in cost optimization.

Rule #5: Pay more attention to the client than to yourself.

“We” is the key word used in most business proposals.

However, psychologists say that a person is too self-centered to read or listen about someone for a long time. Any person is interested in what he will have, and not what you can.

That’s how a person works, well, he won’t be interested in reading about your successes and achievements. Therefore, place more emphasis on “You”. This is guaranteed to keep the reader's attention on your commercial message.

The following formulations always work effectively:

- You will feel it.

— You will be able to receive.

- You'll save money.

- You protect yourself from.

Rule #6: Talk about benefits, not advantages.

Most commercial offers are filled with a wide list of advantages that they promise the buyer. However, let's look at these advantages:

- a wide range of;

— loyal prices;

- extensive work experience;

— system of discounts.

All these advantages mean absolutely nothing. They will fit the description of any product or service and any company.

The most important thing, in my opinion, is to move away from banality and standard templates. Your sales pitch should talk about the specific benefits that a potential client will receive.

If you want to talk about your rich experience. Consider how this experience will benefit the client:

For example: “You can entrust us with even the most non-standard work and be confident in its high-quality execution.”

Did you feel the difference? I think it's obvious.

Rule No. 7. Less words, more substance.

The optimal size of your commercial proposal is the size of one, maximum two A4 pages. You should present as much useful and constructive information as possible on one sheet of paper.

In this case, I advise you to focus on numbers. They always look convincing. If you offer financial benefits, indicate the amounts, percentages, differences.

Here's a good example:

"Our many years of experience"

“We have been working in the market for 5 years”

Agree that the second option is much more convincing.

And some more practical advice:

- Use short and concise sentences.

- Use small paragraphs.

— Insert bullets, highlights, and lists.

The effective structure of your commercial proposal should look like this:

1. Appeal and intriguing part.

2. Description of the existing problem.

3. Your suggestions for solving existing problems.

4. Focus on benefits.

5. Specific argumentation expressed in numbers.

6. The price of your product or service.

7. Arguments in support of such a price.

A commercial proposal is a document that contains detailed information about your services or the goods you supply. Its main task is to interest a potential client, demonstrate all your capabilities and turn him from a potential client into a real one. Most often, a commercial proposal is made in the form of a presentation document, which indicates detailed characteristics and advantages of the product/service. We can say that a commercial campaign is a small advertising campaign aimed at promoting your products and services.

But in order for the CP to work and truly have a positive impact on the trading process, it must be drawn up correctly and be targeted at a specific group of buyers. Commercial offers are divided into several types. So how to write a commercial proposal correctly? Where to start compiling it? How to arouse interest among potential clients? To do this, you need to understand all the nuances of its preparation.

Cold commercial offer

This type of CP is aimed at potential consumers who are not prepared to purchase a product or service - they are called “cold” consumers. The purpose of the so-called “cold” offer is to “hook” the client, interest him and force him to read the text of the offer, which offers to purchase any product or service, to the end. The second name for such proposals is “basic”. If any mistake is made during the preparation of the CP, the guarantees that a potential client or partner will read it are minimal.

That is why the preparation of the proposal is focused on three risks in connection with which the proposal may end up in the trash can:

1. The moment of receiving a commercial offer.
2. The moment of discovery.
3. Reading moment.

At the first stage, the most important thing is to arouse interest. If this does not happen, then your commercial proposal will end up among the garbage.

To attract the attention of a potential client, any acceptable means can be used, correctly used in a given situation. For example, if the proposal is sent by email, you can “hook” the consumer or partner with an interesting topic that will be presented in an original way. If the envelope with the offer is given in person, then you can attract the client’s attention with the scented paper from which the envelope will be made, a bright design, etc.

Next, it is important to present your proposal as interestingly as possible, but at the same time clearly and without unnecessary “water”. A proposal compiled in this way is called an “offer.” After the first two stages have worked on the client, the main thing is to bring strong convictions that this is an excellent option for him, the most profitable, and he will absolutely benefit from it, etc. Those. Next, you need to apply the current moves from your marketing strategy.

The advantage of the “cold” type of gearbox is that it is designed for mass consumers. But practice shows that personalized offers attract people more.

Hot commercial offer

This type of commercial proposal is sent to the type of consumers, clients or partners who are prepared for this action - they either themselves asked to send them a commercial proposal, or the manager had a conversation with them before. If a proposal of a “cold” type should be stated as briefly as possible, then in the case of a proposal of a “hot” type the situation is completely different. It can be presented in the form of a presentation made in multimedia programs of up to approximately fifteen sheets. Such CPs are also called “warm”.

Read also: How to open an account for a legal entity at VTB 24

Components of a commercial proposal

A commercial proposal must be drawn up correctly.

It should inspire confidence and win over the representative company from the very beginning, as soon as a partner or potential client picks it up or starts reading it. How to write a commercial proposal correctly? To do this, it must contain the following components:

1. A header that will indicate the name of the representative company, its individual tax number, as well as contacts through which you can contact its leader, manager, etc.
2. Last name, first name and patronymic of the addressee for whom the proposal was made.
3. An explanation of the purpose for which the paper or email letter was sent (i.e. it must indicate that it is a commercial offer).
4. The day, month and year of the document, as well as its serial number. This is necessary so that the representative company can control the flow of documentation within the company.
5. Favorable payment terms, the possibility of deferment, the possibility of delivering goods, etc.
6. Delivery times for goods, as well as their full list and prices.
7. Terms of provision of services, payment for each of them, additional services and the final cost of work calculated along with them.
8. Photos of each product item, as well as a short description for each item.
9. There must be a seal of the company presenting the commercial proposal, as well as the signature of the director or responsible person.
10. The date before which this commercial offer is valid.
11. Personal contact details of the person responsible for this CP.

How not to spoil the CP

How to write a commercial proposal in such a way as not to spoil anything? To do this, you should adhere to the following rules:

1. Use the words “we”, “our”, etc. as little as possible. Focus on the client or partner as much as possible and write “you”, “your”, “thanks to you”. Thus, you draw the attention of the reader to his benefit from the transaction, etc.
2. Don't send the CP to those who are not interested in it and don't waste your time and energy.
3. The design of a commercial proposal, which does not make you want to even read the letter, is inappropriate.
4. The volume of CP is too large.
5. Providing a CP to a person who in no way influences the decision to conclude a transaction.

A business proposal template should ideally contain the following phrases:: call me; we are ready to answer all your questions, etc. It would be good if the commercial proposal included reviews from satisfied customers, as well as a list of them. A good example of a business proposal looks like this:

A high-quality sample commercial proposal for the provision of services looks like this:

Phrases that shouldn't exist

There are a number of features that must be adhered to when drawing up a proposal. Despite the fact that this document is intended specifically for the purpose of concluding a transaction beneficial for the contractor for the sale of certain goods or any services, in no case should the following combinations of words be used in it:

1. We invite you to cooperate with us.
2. Our commercial offer will interest you.
3. We offer to purchase from us, etc.

Such phrases immediately scare off both potential and actual clients.

Offer as the main component of the CP

The offer is the most important part of the CP. It should be aimed at arousing interest in the potential client, as well as in the partner, in the offer that he unobtrusively carries within himself. Unobtrusiveness is the main key to success in this case.

The compiled text should contain as little fluff as possible, be reader-oriented, and also present to him as profitably as possible all the terms of cooperation with the initiating company or private entrepreneur. In this part of the text, it is important to show the reader that, first of all, this offer is very beneficial for him, to indicate the reasons why he will receive the maximum benefit from concluding this transaction. You cannot directly write about purchasing certain goods from you or using the services you provide.