How to make a commercial offer so that it works?

What is the seller's professionalism?

In the ability to sell the maximum quantity of goods.

That's why shop sellers, who work for a percentage of sales, begin to fascinate the customer as soon as he enters their shop, describing in the colors the goods that interested him.

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

That's why any seller should know how to write a commercial offer of , so that it interested the potential client from the first lines and led to the transaction.

What is a quotation and how do I compile it?

Which supplier does not dream of a major deal with the company, thanks to which it is possible to significantly increase the size of sales, and accordingly - and revenue? Yes everyone dreams!

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

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But here's the ill luck: after you sent a letter with your offer, you are not even invited to negotiate and the contract sways to another company.

Why does this happen?

Because you did not know how to make a competent KP, which would catch the consumer from the first lines.

A commercial offer is the seller's main document.

This is a kind of marker for the professionalism of the whole company.

And, if this paper is made illiterately, boring, long, untidy, funny, then the same reputation will work and your company.

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

Many companies do not bother to carefully prepare a commercial offer:

Considering that you can just send your price.
Failing to rewrite the old commercial offer, although the company has long changed and the range of its services has expanded.
Using unsuccessful document samples that do more harm than confusing.
Not understanding the difference between different types of CP.
Pitying money for a good marketer and copywriter.

And then the managers are surprised: "How come? We sent our commercial offer, but we were not even called back? "

That's why you did not call back, that you did not try to compile this key document for each organization, but did everything "anyhow".

But if you get acquainted with the basic rules of writing a CP and will be able to make a worthy model, then increase sales, increase revenues, give a new impetus to the development of the company.

How to write a commercial offer: 4 basic types of documents

You can not be so careless to consider that you can make one commercial offer 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 of this important document and do not want to waste time learning their potential client.

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

1. Cold offer

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

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

But from this rule there are exceptions.

For example, you thought about the fact that it's time to tighten up your spoken English, but because of the lack of time, everyone could not find a school or a tutor.

And then a letter with a subject arrives at your mailbox: "Have you wanted to learn English for a long time? And we know how to do it quickly and inexpensively. "

Naturally, you will open such a letter, but do not immediately delete it, and if this commercial proposal( such a letter could be sent, for example, a language school), you will be interested, moreover - you will become their client, it will mean that the cold commercialthe proposal worked.

This type of document is calculated for such random customers.

2. Hot commercial offer

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

Such a letter is much less likely to be unread in the basket.

A hot commercial proposal needs to be compiled and sent when:

, you learned through your channels that a certain large company wants to change the supplier( this is how advertising agencies work in the US - they try to get the customer first until others have identified it);
a potential buyer told you directly that he is waiting for your offer( he could see the advertisement and call or you contacted him to ask for cooperation).

It is necessary to make a very strong KP in order not to miss your chance to conclude a contract and increase profits.

You will not have another chance to make a positive first impression of your company.

3. Typical commercial offer

Your task is to compose a competent document and send it to all your potential customers. For example, you are a guide.

To conclude a contract for fruitful cooperation, you need:

to make a competent commercial offer;
find out the electronic 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 a sample paper with one text for all your potential employers.

4. Individual offer

Such a document should be compiled when you want to conclude a cooperation agreement with a particular buyer, and the rest of you are not too interested.

To intelligently compile an individual offer, you need:

Explore your potential partner.
Understand what exactly it can be interested in.
In the most favorable light to introduce your company.
Describe all the benefits of working with you.
To address personalized: instead of "Dear colleagues!" Write "Dear Ivanov Ivan Ivanovich".

15 rules for the preparation of the commercial proposal

as-compose-commercial-offer
To competently form so important for each company document, you need to find a good sample of the commercial proposal and take it as a basis.

And still learn by heart the basic rules of compiling this paper.

Rules for compiling the text of the commercial offer

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

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

To create the most competent commercial offer, you should:

Speak in the client's language.

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.
To speak clearly and on business.

No need to rassusolivat entry half the page.

We 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 customer, so take care that the text sounds smoothly and beautifully.

This is important, but it is much more important that this text is 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 customer will be able to save / earn, if he starts cooperating with you, etc.
Do not be too clever.

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

Observe the sense of proportion: the client should easily understand what is at stake, rather than wade through the terminology, feeling like an idiot.

Rules of registration of the commercial offer

It is not necessary to think that if you carefully worked on the text of the CP, then you can not 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 solid towel without indentations and paragraphs, dirty paper and other shortcomings, it may well not read this pattern of inaccuracy.

Here are the basic rules for preparing a quotation:

Choose a simple laconic font( no curls) and size is not more than 16 pins.
Stick to one style of writing: you can not start with a conversational, provocative style, and then move on to a dry business language.
To make the text easier to understand, do not forget about indentations, paragraphs, frames, lists, highlighting bold or italic key moments, etc.
Do not try to make too much of a commercial offer - no one this abstract of 30 pages can not master - 1-2 pages will be enough.
On the first page near the "cap" place the logo of your company.
Do not overload the "cap", indicating everything in it and immediately, it is better to arrange the details and contacts at the end of the text.
Align the text of the document, best of all "in width."
Arrange an appeal to a potential buyer in the center of the page.
Be sure to sign the CP by deciphering your signature and specifying the position.
If you send a document by ordinary, not by e-mail, use a beautiful paper and envelope, and also take care of the printer to have ink - fuzzy letters will not make a good impression.

To write a competent and selling commercial offer,

also get acquainted with the information presented in the video:

Sample offer

It is not so difficult to make a CP if you have before your eyes a sample document that has already worked, helped to get new customers andincrease the company's profits.

Here are the stages to adhere to to make an excellent commercial offer:

Explore your potential customer.

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

For example, you need to find the baking market your bakery does.

You study the five largest stores that do not have their own bakery to send them an individual offer.

You do not have to write 5 different samples, just on the existing backbone build up the information about the customer to interest him.
Write the body text.

You should start with who you are and what you offer.

Then go on to list the benefits that the consumer will receive if he starts cooperating with you.

Closer to completion, it is necessary to use the stimulating 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.

In the end, do not forget to provide your details, contact details and signature.
Work on making your offer.

How to beautifully draw up your document you already know.

You can use different colors, font sizes and so on for easier perception of the text, just do not overdo it so that the sentence does not look comical and frivolous.

What is Outstaffing: Advantages and Disadvantages of

If you send a cold KP and do it with e-mail, consider the subject of your letter so that it is not deleted as spam without even reading it.

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

Some good samples of the commercial offer

Bad sample of the commercial offer

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

A good sample of a quotation should not contain:

Slang, vozgarizmy, obscene lexicon, uncritched abbreviations.
Incomprehensible moments, unfinished sentences, dots( you are not a detective or an essay on a free subject, write, but a serious piece of paper).
Sexual and indecent hints, except that you represent a store of erotic toys or a pornographic 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 - with such liars serious people do not have a case, and they will also create a reputation for you that you will never be able to sell anything more.
Exaggerations: Even if you really want to make the best impression on your potential customer, you should not write: "We helped already millions of customers conduct steep advertising campaigns", whereas the number of your real clients does not amount to a dozen.
Provocations for religious, national, racist and other sensitive topics.
Negative: "You are unhappy, you are depressed, you suffer, you are thinking about suicide," etc.
Excessive narcissism and narcissism - you should interest the buyer, and not cause him to think: "Oh, with such steep us not on the road, we would have someone easier to find."
Water - less empty words, more specifics.

Here is a sample of the commercial proposal can not be called too successful, because it is overloaded with bright colors, small details and contains too many lyrics:

I think now you will not have problems with the how to write a commercial offer of , which will expand the customer baseand increase revenues.