A well-formed commercial proposal is a reliable basis for partnerships and future successful deals. Therefore, the preparation of a commercial proposal cannot be approached in a formulaic manner.
Drawing up a commercial proposal requires knowledge of many nuances, failure to comply with which leads to the fact that the commercial proposal either replenishes the bottomless depths of the waste basket, or is lost in the mass of similar proposals received from competitors.
A commercial offer (hereinafter referred to as a commercial proposal) is a document that clearly and intelligibly describes the benefits and conditions of a transaction that one party proposes to conclude to the other.
It would seem that everything is extremely simple. You describe the benefits, describe your own merits and invite the client, who is "happy" with your attention, to close the deal immediately.
However, in reality, the preparation of a commercial proposal requires knowledge of many nuances, non-observance of which leads to the fact that the commercial proposal either replenishes the bottomless depths of the waste basket, or is lost in the mass of similar proposals received from competitors.
Types of commercial offers
Personalized commercial proposal is an offer designed for a specific person. Typically, such commercial proposals are prepared for potential customers who have already contacted a company representative, but still have not decided whether to make a deal.
Such a commercial proposal is usually prepared by an advertising specialist in conjunction with a sales manager, a sales agent or personally a commercial director - depending on the thickness of the customer's wallet.
Here is what must be indicated in the standard commercial proposal:
- Surname, name and patronymic, as well as the position of the recipient;
- date of dispatch of commercial proposal, as well as its validity period;
- a description of the potential customer's problems that can be solved by responding to the proposal. It is assumed that the basic needs of the future client are clarified during the business meeting;
- parameters of the transaction: terms of execution, price of the issue, terms of delivery, and so on;
Non-personalized commercial proposal is a message that is compiled for mailing to potential customers, for delivery at the first meeting, as well as for sending after cold calls, especially unsuccessful ones.
As a rule, a client who is not interested in an offer made during a telephone conversation ends the conversation with the standard phrase: "Send us a commercial proposal, and then it will be seen." A well-written commercial proposal is an opportunity to significantly increase the return on such "failures".
The main goal of a non-personalized commercial proposal is to interest a potential customer, to induce him to make contact. That is why such a commercial proposal does not contain the terms of a specific transaction, but demonstrates the company's capabilities.
And yet - for each target audience, write a separate commercial proposal, taking into account the specifics of the potential client. As the proverb says, "Some priest, some priest, and some priest's daughter."
Commercial offer structure
Heading - when designing it, don't be greedy, choose a larger font and add colors (but within reason). Keep in mind that the headline is the first thing a potential client sees, so try to put as much intriguing and enticing information in as few words as possible.
Lead - beginning of beginnings, introductory paragraph. Here it is worth describing the very "splinter" that sits in the client's soft spot and which you are ready to pull out on "favorable terms for the client." The rougher the "splinter" and the more radical your remedy to get rid of it, the higher the chances that the CP will find a response in the soul of the client.
Description of the essence of the CP - state in two or three sentences exactly how you are going to extract the "splinter". Do not go into details and details - their list can be added to the appendix to the commercial proposal.
Information about the company - tell us how many years you have been removing splinters, what types of splinters you can handle. Do not forget to mention the grateful clients who have already felt the degree of your craftsmanship.
Incentive - Remind the client that the splinter is not pregnancy and will not go away on its own. But if he turns to you immediately, then his soft spot will be "absolutely free" smeared with brilliant green. Even if the client does not have a splinter at the moment, who would refuse the free gift?
Contacts - do not force the client to send a response to the CP in the "grandfather's village". Provide all possible contact details. Someone prefers to discuss the details on Skype, someone prefers a telephone conversation. Your task is to predict the possible course of development. Immediately indicate the name and position of the contact person.
Standard CP size is one page. Too long "sheets" the client, most likely, will not read, fearing for the safety of nerve cells frayed by stress. Be laconic and clients will be drawn to you.
Don't neglect the formatting options available. Subheadings, lists, quotes, parentheses, and font changes all help to highlight important points.
A quotation is a powerful tool to help you acquire new customers. Use it 100%!
