Can there be commercial offers without printing. Commercial offer: templates, samples and examples

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:

1. Personalized. It is created for a specific person, inside the document contains a personal appeal to the addressee.
2. 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 product.

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 of 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:

1. 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.
2. 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 in the client. It is best to use a stick and a carrot - first highlight the pros, and only then point out very minor flaws.

Oversaturation of the offer with 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 is now (use the words: more convenient, more profitable, more efficient), give only specific information.

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

Non-personalized information will cause less interest among potential buyers. The return on such offers will be minimal. 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. It is possible to use additional information that will indicate 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 frighten 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.

Do we know everything about a commercial offer and how to write it correctly? It seems that there is nothing easier: take a piece of paper, scribble a few beautiful phrases about yourself and your services in it, and send it to a potential client. But in reality, everything is much more complicated.

Many of us mix commercial offers with, with information letters or an offer. First, you need to understand well the purpose of each of them, referring at least to Wikipedia, and understand the most important thing for yourself: a commercial offer must be written and drawn up after the needs of the client have been clarified. And in response to specific requests, we are already sending a specific offer.

Therefore, the answer to the question - “Who do we write to?”, Decides by itself. Specific Ivan Ivanovich or Irina Petrovna. Do not forget that in other types of letters and proposals we are working on this issue well and thinking “Who needs this and in what situations?”.

In other words, we first segment our potential customers, and based on the specifics of the client's activities, we offer to solve exactly his problems and tasks. You can learn more about customer segmentation on my very favorite website of the TRIZ-CHANCE system, where you will find a lot of useful information not only about segmentation and commercial offer.

On the other hand, our knowledge of the various types of letters and proposals can be very beneficial to us, since not everyone is well versed in this. Especially secretaries with their "secretary barrier".

On their favorite phrase "Send your commercial offer", you will be able to inform the secretary what a commercial proposal is, and that, to their great regret, you will not be able to send it, as the needs for your services have not yet been determined. So they will have to limit themselves to our unique selling proposition. Which is not even bad, if written correctly.

Important! in the offer:

1.We define our goal. Let's assume that the goal of compiling a CP is our desire to encourage a customer to buy. Are there any intermediate goals? Let's think it's possible:

• Providing necessary and detailed information for the next contact.
• Calculation of the cost of the order.
• Answering customer questions.
• Informing about news or ongoing events.

We will certainly take into account all these points when we think about the content of the document.

2. We make our offer. As a rule, this is not the most difficult task, but before filling the document with content, we need to know how to do it:

• We issue it on the letterhead of the company, on which there should be a logo, company name and contact information.
• The title of the proposal may be consonant with the essence of our proposal. You should not write "Commercial offer" in the title. It's better to write like this: "Issuing and obtaining a Permit from Rostekhnadzor"
• We use a corporate font.
• Highlight important things in bold or italics. But let's not overdo it.
• If necessary, we use graphic elements.
• We do not use abbreviations.
• Addressed to a specific recipient.
• We address clients on behalf of the company, from the position of "WE".
• At the end of the letter, we indicate contacts, last name, first name and position, from which it will be possible to request detailed information.

How to write a business proposal correctly?

3.We fill it with content. This task is a little more difficult, but I am sure that we will cope with it.

1. We recall that any essay consists of 3 main parts: introduction, main part and conclusion. When writing, we will follow the rule: “First we report the important, then the useful, then the interesting.”

2. We remember what needs and tasks of the client we undertook to solve with the help of our products or services. We write about it at the very beginning, after contacting the recipient. This will be our introduction. We just don’t start writing about ourselves, about how glorious we are and what we can be proud of. To make it clearer, I will give an example: “Given that your company is starting in our city, offering software to small businesses, we understand how important it will be for you to attract customers to your company…” There can be a huge number of options. The most important thing to remember is the rule: we start talking about the client, and about what is close and familiar to him.

3. In the main part, it is necessary to make a specific offer with specific figures, facts, tables, graphs, etc. That is, what we talked about with the client in words, now we describe in the commercial offer so that the client has all the calculations before your eyes. But it should be detailed information on how the subject in question can be applied. It may be necessary to indicate the characteristics of the product that we did not mention in the conversation. Such information may be contained in annexes to this document. We describe the essence of our proposal.

4. This is where it would be appropriate to give information about our company, which will convince the client of our competence, professionalism and reliability.

5. We indicate the procedure for work and the conditions for cooperation under the forthcoming contract. Clarity at the initial stage is always the key to trusting each other, especially since it is written on paper. This way we will be able to demonstrate our professionalism and experience.

6. If prices are our advantage, then this can be confidently stated in the commercial offer. If there are any additional costs in the course of the contract, then this should be written here.

I asked not about the technical task. I meant commercial offers that customers send to suppliers. Suppliers must respond on letterhead and with a seal? Is it also possible without printing?

Answer

It is possible without printing. The seal is not an obligatory requisite of either the quotation itself or the supplier's written response. There are no strict requirements for such documents. In practice, it is customary to conduct correspondence on letterhead signed by the head.

The rationale for this position is given below in the materials of the "Glavbukh System" version for budgetary institutions.

1. ORDER OF THE MINISTRY OF ECONOMIC DEVELOPMENT OF RUSSIA DATED 02.10.2013 No. 567

“3.7. In order to obtain price information regarding a product, work, service, it is recommended to carry out several of the following procedures to determine the IMCP:

3.7.1. send requests for pricing information to at least five suppliers (contractors, performers)* who have experience in supplying relevant goods, works, services, information about which is freely available (in particular, published in print, posted on sites on the Internet) );".

2. Letter of the Ministry of Economic Development of the Russian Federation of April 8, 2014 No. D28i-443

“The Department for the Development of the Contract System of the Ministry of Economic Development of Russia considered an appeal on clarification of the provisions of the Federal Law of April 5, 2013 No. 44-FZ “On the contract system in the field of procurement of goods, works, services to meet state and municipal needs” (hereinafter - Law No. 44-FZ) and reports.

In accordance with parts 1-6 of Article 22 of Law No. 44-FZ, the initial (maximum) contract price and, in the cases provided for by the specified Federal Law, the price of a contract concluded with a single supplier (contractor, performer) are determined and justified by the customer by applying the following method or several the following methods:

1) method of comparable market prices (market analysis);

2) normative method;

3) tariff method;

4) design and estimate method;

5) costly method.

At the same time, by order of the Ministry of Economic Development of Russia dated October 2, 2013 No. No. 567 approved methodological recommendations on the application of methods for determining the initial (maximum) contract price, the price of a contract concluded with a single supplier (contractor, performer) (hereinafter referred to as the Recommendations). *

The recommendations explain possible ways to determine the initial (maximum) contract price (IMCC), the price of a contract concluded with a single supplier, using the methods established by Law No. 44-FZ.

The customer must determine the NMCC taking into account the need to achieve the specified goals of meeting state and municipal needs, as well as from the principle of responsibility for their achievement.

Taking into account the above, when using the method of comparable market prices, the customer has the right to purchase goods, works, services from a single supplier (contractor, performer) at the lowest contract price.

Please note that the clarifications of a public authority have legal force if this body is endowed, in accordance with the legislation of the Russian Federation, with special competence to issue clarifications on the application of the provisions of regulatory legal acts. The Ministry of Economic Development of Russia - the federal executive body, the current regulatory legal acts of the Russian Federation, including the Regulations on the Ministry of Economic Development of the Russian Federation, approved by Decree of the Government of the Russian Federation of June 5, 2008 No. 437, is not empowered to clarify the legislation of the Russian Federation.

Selling without effort is difficult, but possible. To do this, you need to know your Client / partner and make a profitable for him commercial offer at the right time. Examples of such offers can be found below.

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

Even those managers who do not know how to sell earn with a selling KP

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

To whom should the CP be sent?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the addressee calls immediately?

Below you will find examples of commercial offers.:

• for the supply of goods,
• service,
• about cooperation.

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

VZHUH and you are at the most interesting place:

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

Words don't sell. Sells information. To collect a base, write a selling commercial offer, you need to know everything about the Client, the product / service and the situation on the market in general or in the region. I'll show you how it works in one of my examples. Until then, theory.

Do not start collecting the base and writing a commercial offer until you have:

• a complete understanding of the target audience: what kind of person this is, what his head hurts about. The narrower the segment, the better, for example: "heads of vegetarian restaurants";
• offers for the target audience that will increase income, self-esteem, solve a problem in business or simplify work - will bring real benefits.

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

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

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

Base of potential clients

Customer base CANNOT be bought, collect on sites and catalogs of company registrations blindly, especially when it comes to companies. Because you won't recognize your potential customers.

Sites and directories indicate the general address that the manager views. In most cases, the manager does not care how much the company earns and he has clear instructions about commercial offers - in SPAM and delete!

Benefits are of interest to owners, individual entrepreneurs and hired managers. We need only decision makers (DM).

Work with sites where there are management contacts or mail "for commercial offers"

The right options for collecting email base for commercial offer:

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

3 tactics for working with the base

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

1. We call the decision maker before sending a cold commercial offer. The task is not to sell a product or service, but to communicate with a person. Is he interested in this problem and topic. Listen to the answers and write them down. Arrange for the dispatch of the CP.
2. We call the decision maker after sending a cold commercial offer, if there was no answer within 1 - 2 business days. We say something like: “Sergey, hello! On Monday, they sent you a KP, but YOU didn’t answer anything ... ”. Task: find out if the person received the CP, if so, write down what they didn’t like. We are trying to close a person on a deal.
3. We send a CP to the collected base and play Hachiko.

Use only options 1 and 2 when testing the CP. Because only in this way you will receive feedback and be able to adjust the offer. This is extremely important when you did not communicate with potential clients before writing a CV. Sometimes it turns out that the benefits and conditions are not of interest to any decision maker. We will have to return to work with the target audience and the proposal.

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

Commercial offer - selling composition

Imagine the Client as a busy person. He doesn't want to read anything. He does not care who you are, and from what company. And worse, he doesn't like you. Because you want to sell something. Your KP is a personal insult.

Anger at mercy will change if the commercial offer contains:

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

Put all these meanings in the overhead, title, subtitle, illustration (caption to it) and the offer, broken down into understandable messages. When the recipient has seen his benefit, then he begins to read. The trap will close.

Information that the client wants to see - (PM). They close objections, answer the Client's questions in a way that captures the imagination, makes them read and think about the proposal.

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

An example of the structure of a quotation - the screen "PI"

I use this structure in 6 out of 10 cases. It is simple, works and the cost of a commercial offer of 1 - 2 sheets is comfortable for individual entrepreneurs and small businesses.

Top (1 screen):

• overhead + phone + logo;
• illustration and caption;
• title;
• subtitle;
• an offer of 4 - 6 benefits, which are divided into 2 columns;
• the strongest argument (we highlight it: with a frame, color, special icon);

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

First Quote Screen

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

• what will be discussed;
• why did you write to him (understandable context) ;
• what are its benefits;
• why you need a service / product.

The ideal condition if you know the name, position of the recipient, the company to which you are sending the quotation. Then, together with the overhead, we write a personalized message: “Vasily Pavlovich, hello! It is beneficial for the construction business and it works” or another phrase that motivates you to read. You can tell what you are doing.

Structure is needed, but selling information is more important

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

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

Send a commercial offer by EMAIL using the HTML format. In this format, landing pages that do not have transitions between pages can be sent to the mail. The conversion is higher, but it is inconvenient to print a document from this format to show colleagues / management.

CP Structure (Persuasion Screen)

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

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

Sell ​​NOT with words, but with meanings.

What to use for persuasion:

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

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

For a "cold" client Is it 1 or 2 contact. The person doesn't know anything about you or the offer yet. Close a potential client for a call, consultation, give a link to a selling page, website or video where there is more information.

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

For a "warm" client- this is a selling material that gives answers to questions and motivates to buy. Send a commercial offer with a full set of selling points. This will at least facilitate the task of further sale, because there will be a reason to call back. And as a maximum, the Client himself will call to buy.

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

you or you? If you know the name of the recipients and refer to it, then you write correctly. However, no one forbids always writing you (the illusion of a personal appeal), except for the rules of the Russian language, but they have a mediocre relation to the work of a copywriter. If only they bought, but we will write at least obscene language. No studies have been conducted on the effectiveness of "You, you".

We got to the examples!

Examples of a commercial offer for the supply of goods + 4 ideas for a commercial offer

Selling goods is more difficult than selling services. There is always a competitor company that sells the same thing. Work and logistics have already been established with it. Changing the supplier does not make sense when everything suits you. The problem is solved by the specifics of business in Russian, the situation on the market, a cool bonus and innovation.

1. Business in Russian, this is when there is a supplier, but he makes the whole management nervous. Because it behaves like a monopolist: it breaks deadlines, raw materials or goods are at a C grade, and when it comes to resolving issues, then negotiations drag on for months. A better deal is the most common way to add insult to injury and sell painkillers.
2. Market situation. When a Turkish missile hit a Russian plane, many goods flew under sanctions. Russian companies have a chance to get rich. It was a golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 other prohibited products for import. Such moments need to be caught and CP prepared for them.
3. Cool bonus. Copywriter Claude Hopkins was not selling a product, but a bonus. He sold advertisements for the Client's pies, and only then the mixtures for the production of pies "Cotosuet" (raw materials). And it all worked in tandem. When you say to a manufacturer in Russia - help your partners sell goods by providing them with advertising information, then people point blank do not understand WHY. They say: "We are manufacturers ...". Curtain.
4. Innovation. Even when a product has a slight advantage or an interesting production feature, it should be mentioned in all promotional materials and, of course, in the CP. Have you seen the new Skoda Octavia 2017? They slightly changed the headlights, the radiator grill and sell the car as a unique product. Take a cue from automakers - focus on innovation.

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

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

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

Check out some examples of sales pitches in your niche to see how direct and indirect competitors are selling. So you get selling information and find out. Make the best offer!

Do CPs work? They work. Here are examples of commercial offers with proven payback:

Sample commercial proposal for the provision of services

Services are easier to sell. Because information is easier to find on the web. When you know exactly what the service is for and who the target audience is. Difficulty in advertising. After all, the service sector is developing rapidly and there are plenty of competitors.

The product can be tested by buying a small batch or by seeing the test results if it is equipment. The value of a service is found in its effectiveness. For example, let's take the creation of a commercial offer.

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

How to sell a service:

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

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

Examples of commercial proposals for the provision of services

Selling services is easier, but you need to give maximum selling information.

1. Ask questions about the finished commercial offer. Wrote KP and satisfied with themselves. Do not hurry. Let the material lie down for 1 - 2 days, and then look at it with a fresh look, putting yourself in the place of a potential client. Remember that you hate the person who sent the CP.
2. Test, and then do a mass mailing. Even if 100,500 selling points have been collected, and the target audience has been worked out for a long time, do not send a CP throughout the database. Never! Make a sample and send 1/5. Thus, you predict the result.
3. Play NOT with words, but with benefits. This hurts copyAuthors. Fascinating words, vivid expressions and juicy statements - bullshit. Where, where, but in the KP, specifics are needed, facts that sell moments and subtle persuasion, and not a demonstration of a rainbow and singing like a nightingale.
4. Master the delivery algorithm. An advertising tool is just a tool. They need to know how to use it. If the commercial offer goes not to the decision maker, but to the manager who liked the cats during work, then he will continue to like the cats by deleting your offer. There are exceptions, but Russian office reality is harsh.
5. Draw up a commercial offer graphically. First, it will grab the attention of the recipient. Secondly, an intelligent designer will correctly break the text, so if there is a problem with the structure, then this jamb will be fixed. Thirdly, graphic illustrations can set accents.

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

With me you can with detuning from competitors, fresh ideas and support to sales. I will develop for you the text of the commercial proposal and draw it up graphically. Within 5 days you will have a powerful advertising tool,

(NMTsK) is one of the procurement planning stages. The Law on the Contract System established the requirement to first apply the market analysis method. This leads to the need to use commercial offers in the process of determining the cost of an object. At the same time, for errors or non-compliance with the procedure for substantiating the NMCC, administrative liability is established in the form of a fine of up to 10,000 rubles, which is an unpleasant addition.

concept

For a supplier whose field of activity is related to the needs of the customer, a commercial offer is an official document that confirms the cost of his goods, work, services with certain characteristics for a specific period, but does not entail an obligation to conclude an agreement.

Ch. 2-6 Art. 22 44-FZ describes the rules for applying the market analysis method and indicates that when justifying the cost of a contract using this method, it is necessary to compare prices for goods or services that are similar to the object of the planned purchase. To do this, you need to get up-to-date information on market prices. And the easiest way to do this is to submit a request for a quotation (a sample can be seen below) from companies that supply such goods or provide similar services.

How to obtain pricing information

Guidelines have been developed for the application of methods for determining NMCC (). In order to collect price data, the customer is recommended to send requests for price information to at least five suppliers, and in the determination of the NMCC to use at least three prices provided by various suppliers (clause 3.19).

The algorithm for submitting such a request is as follows:

1. Compile by indicating its quantitative and qualitative characteristics (read the article).
2. Indicate the essential conditions for the delivery of goods, the performance of work that affect their cost: territorial location, delivery time, work performance, availability of a guarantee, the need for adjustment, installation, training of persons, etc.
3. Select the target audience of the newsletter. At the same time, according to the recommendations of the Ministry of Economic Development, suppliers must have experience in similar deliveries, including experience in executing contracts without applying penalties over the past three years. At this stage, the customer can use information retrieval systems or public directories of organizations. You can check how the supplier executed contracts under 44-FZ and 223-FZ on the website of the Unified Information System (EIS) at. To do this, enter the name or TIN of the winner.
4. Fill out a request and send it to potential partners. At the same time, according to the Ministry of Economic Development (Letter dated May 10, 2016 No. D28i-1308), in order to justify the NMCC, it is considered acceptable to use facsimile or e-mail to submit requests and receive answers.
5. Get an answer, analyze the data and make a rationale.

It should be noted that the validity of the commercial offer under 44-FZ has not been established. This information must be included in the response document. This is done to avoid justification based on outdated prices.

Prices of past periods (more than six months from the period of determination of the NMCC) must be brought to the current level by applying a conversion factor.

In addition to sending requests to suppliers, the Ministry of Economic Development recommends carrying out several more procedures: searching for prices in the UIS contract register, collecting and analyzing publicly available price information (advertising, catalogs, statistical reporting, etc.).