Selling effortlessly is difficult, but it is possible. To do this you need to know your Client / partner and make a profitable for him commercial offer at the right time. You will find examples of such proposals 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 successfully used even by chimpanzees when there are enough bananas for training and further work.

Even those managers who do not know how to sell make money with a selling CP

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

Who should I send the CP to?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the recipient calls immediately?

Below you will find examples of commercial proposals.:

• for the supply of goods,
• provision of services,
• 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 database and write a selling commercial proposal, you need to know everything about the Client, the product / service and the situation on the market as a whole or the region. I'll show you how this works in one of my examples. For now, theory.

Don’t start collecting the database and writing commercial offer until you have:

• full understanding target audience: what kind of person is this, what does his head hurt about. The narrower the segment, the better, for example: “vegetarian restaurant managers”;
• proposals for the target audience that will increase income, self-esteem, solve a business problem or simplify work - will bring real benefits.

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

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

We are interested in a narrow segment of the target audience, to whom we will offer specific benefits, 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 can successfully cover in your commercial proposal.

Potential client base

The customer base CANNOT be purchased, collect blind company registrations on websites and directories, especially when it comes to companies. Because you won't get to know your potential customers.

On websites and in catalogs, the general address is indicated, which is viewed by the manager. In most cases, the manager doesn’t care how much the company earns and he has clear instructions regarding commercial offers - add them to SPAM and delete them!

Owners are interested in benefits individual entrepreneurs and hired managers. We only need decision makers (DMs).

Work with sites where there are management contacts or an email address “for commercial offers”

Correct options for collecting email database for commercial offer:

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

3 tactics for working with the database

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

1. We call the decision maker before sending a cold commercial proposal. 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. Agree on sending the CP.
2. We call the decision maker after sending a cold commercial proposal if there is no response within 1 - 2 business days. We say something like: “Sergey, hello! On Monday we sent you a CP, but YOU never responded..." Task: find out whether the person received the CP; if so, then write down what we didn’t like. We are trying to close a person on a deal.
3. We send the command post using the collected base and play Hachiko.

Use only options 1 and 2 when testing the CP. Because that's the only way you'll get feedback and you can adjust the offer. This is extremely important when you have not communicated with potential clients before writing the proposal. Sometimes it turns out that benefits and conditions are not of interest to any decision maker. We’ll have to go back to working with the target audience and the offer.

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 doesn’t care who you are or what company you’re from. AND worse than that, he does NOT like you. Because you want to sell something. Your CP is a personal insult.

Anger will be replaced by mercy if the commercial proposal 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 (you 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 CP, he should know exactly how his financial position or the position of the company when he orders a service or buys a product.
• Evidence that it's one hell of a deal.. If you miss this chance now, then you could end up in trouble later. Give convincing examples that this really works.
• Phone, mail or another method of communication convenient for the Client.

Put all these meanings into a supertitle, title, subtitle, illustration (caption) and an offer, broken down into clear messages. When the recipient sees his benefit, then he begins to read. The trap will slam shut.

Information that the client wants to see - (PM). They close objections, answer the Client’s questions in such a way that they capture the imagination, force them to 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 commercial proposal - the “PI” screen

I use this structure 6 out of 10 times. It’s simple, it works, and the cost of a commercial proposal of 1–2 sheets is comfortable for individual entrepreneurs and small businesses.

Top (1 screen):

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

Of course, a lot 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 KP stereotype - a sheet of text where nothing can be understood in 10 - 15 seconds of reading.

First screen of the offer

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 we talk about;
• why did you write to him (clear context);
• what are its benefits;
• why the service/product is needed.

Ideal condition if you know the name, position of the recipient, the company to which you are sending the CP. Then, together with the title, we write a personalized message: “Vasily Pavlovich, hello! This is beneficial for construction business and it works” or a phrase motivating a friend to read. You can tell what you do.

Structure is needed, but selling information is more important

If the advertising tool will be used in printed form, then we have half an A4 page left before moving on to the next page. You need to have time: to 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...”;
• call to call, write or follow the link.

Send your commercial offer by EMAIL using HTML format. In this format, you can send landing pages by email that do not have transitions between pages. The conversion is higher, but this format is inconvenient to print out a document to show to colleagues/management.

Structure of the CP (persuasion screen)

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

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

Sell ​​NOT with words, but with meaning.

What to use to persuade:

• 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 arise when reading the top 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 supply restriction.

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

For a “cold” Client– this is 1 or 2 contact. The person doesn’t know anything about you or the offer yet. Close a potential client for a call, consultation, provide a link to a sales 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 selling material that provides answers to questions and motivates purchases. Submit a commercial proposal with a full set of selling points. This will at least make the task of further sales easier, 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 does not matter! What is 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 make decisions, answers questions, and does NOT create new ones.

You or you? If you know the name of the recipient and are addressing him, then you should write it correctly. However, no one forbids you to always write You (the illusion of 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 it, we’ll at least write swear words. There have been no studies on the effectiveness of You, You.

We got to the examples!

Examples of a commercial proposal for the supply of goods + 4 ideas for commercial proposals

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. There is no point in changing the supplier when everything is satisfactory. The problem is solved by the specifics of business in Russian, the market situation, a cool bonus and innovation.

1. Business in Russian, this is when there is a supplier, but he makes the entire management nervous. Because he behaves like a monopolist: he misses deadlines, raw materials or goods are in poor condition, and when it comes to resolving issues, negotiations drag on for months. Commercial offer with better conditions- This is the most common way to add salt to the wound and sell painkillers.
2. Market situation. When a Turkish missile shot down a Russian plane, many goods came under sanctions. U Russian companies there was 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 the command post prepared for them.
3. Cool bonus. Copywriter Claude Hopkins was not selling a product, but a bonus. He sold advertising for the Client's pies, and only then the mixtures for the production of Cotosuet pies (raw materials). And it all worked in tandem. When you tell a manufacturer in Russia to help your partners sell goods by providing them with advertising information, people don’t really understand WHY. They say: “we are manufacturers...”. A curtain.
4. Innovation. Even when a product has a slight advantage or an interesting manufacturing feature, this should be talked about in all advertising materials and, of course, in the commercial package. Have you seen the new Skoda Octavia 2017? They slightly changed the headlights and radiator grille and sell the car as a unique product. Take the example of automakers - focus on innovation.

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

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

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

Look at a few examples of business proposals from your niche to see how direct and indirect competitors sell. This way you will receive selling information and find out. Make the best offer!

Do CPs work? They are working. Here are examples of commercial proposals with confirmed payback:

Sample commercial proposal for the provision of services

Services are easier to sell. Because information is easier to find on the Internet. When you know exactly what the service is needed for and who the target audience is. The difficulty is in the advertising offer. After all, the service sector is developing rapidly and there are a lot of competitors.

The product can be tested by purchasing a small batch or seeing test results if it is equipment. The value of a service is determined by its effectiveness. For example, let’s take the creation of a commercial proposal.

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

How to sell a service:

• Show what will change after the service is provided. 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 (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 guarantees. If KP does not bring clients after testing, which we will conduct together, then I will work until the start of sales and profits that will cover the cost of my services (extended warranties work worse with goods);
• Mini-cases that you can check. When creating commercial proposals, I take into account not only the product / service, promotional offer, target audience, but also the market situation. In 2014, I sold 300 tons of strawberries with one A4 sheet (without graphics). Here is a link to my case;
• Bold advertising proposal. Let's do this, if my code does not seem to work, which turns out to be during testing, then I will return the money not only for the text and graphic design, but I will also make version 2 of the software for free. Deal?

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

Examples of commercial proposals for the provision of services

Selling services is easier, but you need to give as much selling information as possible.

1. Ask questions about a ready-made commercial proposal. We wrote a CP and are pleased with ourselves. Do not hurry. Let the material sit for 1 - 2 days, and then look at it with fresh eyes, putting yourself in the shoes of a potential client. Remember that you hate the person who sent the CP.
2. Test and then send out mass mailings. Even if 100,500 selling points have been collected, and the target audience has been worked out for a long time, do not send CP throughout the entire database. Never! Take a sample and submit 1/5. This way you will predict the result.
3. Play NOT with words, but with benefits. This hurts the copyAuthors. Fascinating words, bright expressions and juicy statements are bullshit. Somewhere, somewhere, but in the CP you need specifics, facts, selling points and subtle persuasion, and not a demonstration of the rainbow and the singing of a nightingale.
4. Master the delivery algorithm. An advertising tool is just a tool. They need to be able to use it. If the commercial proposal does not go to the decision maker, but to the manager who liked the cats while working, then he will continue to like the cats and delete your proposal. There are exceptions, but Russian office reality is harsh.
5. Present your commercial proposal graphically. Firstly, it will attract the recipient's attention. Secondly, a smart designer will correctly break up the text, so if there is a problem with the structure, then this problem will be corrected. Thirdly, graphic illustrations can be used to set accents.

There is no secret secret. To create a commercial proposal, 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 differentiate yourself from your competitors, get fresh ideas and support through to sales. I will develop the text of a commercial proposal for you and design it graphically. In just 5 days you will have a powerful advertising tool,

Letter #1:

Transport company "Delopis.ru" We offer you the following types of services:
- Sending 3, 5, 20, 24, 40-ton containers from Moscow to any region of Russia;
- Door-to-door delivery;
- Freight forwarding at the point of departure and at the point of destination (responsible acceptance, recalculation of places, transportation);
- Insurance of all types of cargo;
- Monitoring the progress of cargo along the entire route in real time;
- Possibility of providing deferred payments, professional staff.

Maximum attention and respect to each client. Start working with us, saving time and money!

Sincerely,
Petr Petrov

Letter #2:

We carry out any volume of unloading and loading work, professional teams for transporting pianos and grand pianos, antiques, safes and ATMs. Fast, high quality.

We carry out residential and country house moves. Equipped furniture vans, professional movers, we provide furniture assembly and disassembly services, packaging, we provide packaging material.

Fast, high quality.

Sincerely,
Petr Petrov

Letter #3:

"Delopis.ru" provides transport and forwarding services in the Russian Federation and the CIS. The company operates in the cargo transportation market in Russia with 2008 d. The company has the ability to offer the most optimal solutions for the delivery of goods and ensure the stability and quality of fulfillment of its obligations.

The main direction of our company is road freight transportation. During our existence, we have accumulated extensive experience in delivering various goods across Western and Eastern Europe, delivering goods to cities in the Northern and Southern directions. The company is constantly growing and developing, expanding the range of its capabilities, improving the quality of services provided and the geography of transportation.

To fulfill orders from our customers, we use our own refrigerated trucks.
vehicles with a volume from 82 to 96 m3, with a load capacity of up to 32 tons.

The company can provide the following services:
- delivery of your goods in cities
- organization of targeted delivery
- intercity transportation throughout the Russian Federation and the CIS
- transportation of perishable goods
- comprehensive solutions for the delivery of your goods
- at your request, the transported cargo can be insured
- at your request, security escort is possible
- all tariffs include VAT 18%, as well as carrier liability insurance

If you are interested in our capabilities, we are ready to process your technical task and calculate the cost of the services you need.

Sincerely,
Petr Petrov

Letter #4:

We offer a wide range of services for organizing sea transportation of oversized, dangerous goods, container transportation and freight forwarding services for export and import cargo. We offer services for organizing the delivery of cargo from China, Japan, Korea and other countries to any region of Russia through Nakhodka, Vostochny and Vladivostok. We have our own staff of declarants and process cargo according to transit declarations.

We are very interested in cooperation with your company and are ready to offer you competitive rates for the transportation of your goods.

Sincerely,
Petr Petrov

Letter #5:

We provide cargo transportation services throughout Russia. We also carry out collection from the regions. We assemble and ship cargo according to the order of a client from another city. We help resolve urgent and unusual situations related to the delivery of your shipments.

Sincerely,
Petr Petrov

Letter #6:
Ladies and gentlemen!

We invite you to use our services transport company. Road transport Export and import cargo is carried out both using our own road transport base (VOLVO, MAN tilt cars - 20 tons), and with the involvement of a reliable network of regional carriers. This allows us to deliver almost any cargo at reasonable prices and with a minimum delivery time.

Sincerely,
Petr Petrov

Letter #7:

We invite you to use the company's services "Delopis.ru". Company "Delopis.ru" provides services for the transportation and forwarding of goods in the Russian Federation:
1. Transportation of standard cargo from 2 tons to 20 tons.
2. Transportation of goods while maintaining temperature conditions (from -20 to +10 C)
3. Cargo insurance.
4. Cargo storage.

Advantages of working with us:
1. More than market experience 10 years. The company's specialists will advise you on the organization of transportation, help you choose the type of transport and choose the optimal route.
2. Reliable transportation - work only with proven and reliable companies, the forwarder’s liability is insured for 300000 rub.
3. Stable quality of services - timely and accurate delivery of goods, a complete set of documents for completed transportation.
4. Well-functioning system of interaction with Clients and Carriers. We are open to any cooperation based on mutual respect and trust.

WE WILL BE GLAD TO COOPERATE WITH YOU!

Sincerely,
Petr Petrov

Letter #8:

Do you urgently need to send a wholesale consignment of goods, cargo, luggage, parcel post or parcel from Moscow to Russia? Just contact us! One call will help you find correct solution and eliminate the need to work with multiple carriers.

We will organize the delivery of your cargo using a single simplified system from Domodedovo, Sheremetyevo, Vnukovo on flights of all airlines to any airport in Russia. We can pick up your cargo within Moscow and the region “from the door”.

We offer convenient payment terms at pre-known rates without any hidden costs. Air delivery to most cities is carried out in the shortest possible time from 7 to 72 hours. Departure tracking. Informing. For more detailed information, visit the website [address] or call [phone number].

Sincerely,
Petr Petrov

Letter #9:

We provide passenger transportation, cater for weddings and corporate parties, excursions, out-of-town and intercity travel, as well as meeting and seeing off at airports and railway stations.

The Mercedes Sprinter minibus (18 passenger seats) is equipped with:
- air conditioning;
- good music system;
- additional interior heater;
- microphone (speakerphone) for conducting excursions;
- soft folding seats;
- glazed with panoramic double-glazed windows.

Sincerely,
Petr Petrov

Letter #10:

Company "Delopis.ru" educated in 2008 year in Moscow. The company's activities are aimed at providing clients with a full range of moving services in Moscow and throughout Russia (loading and unloading operations, processing goods according to special customer requirements, sorting, labeling and completing orders, as well as creating routes, transportation, freight forwarding and providing related services, placement and safekeeping).

The main advantage of our company is the ratio of the high level of services provided with minimal prices. This is what allowed us to ensure the minimum cost of our work, and to our clients - prices that are often lower than the cost of work carried out by the customer himself.

Today, in order to provide uninterrupted transport, more than 20 cargo Vehicle various load capacities, more 100 employees.

Our company is dynamically developing and improving the level of transport and warehouse services provided. Our main value– personnel.

Our specialists:
- understand the reverent attitude of owners towards their property;
- we are sure that each order is unique;
- work 24 hours a day, 7 days a week;
- have undergone professional training and rigorous selection;
- have narrow specialization(“furniture makers”, “packers”, “riggers”, “loaders”, “drivers”);
- work on a permanent basis;
- strictly adhere to the deadlines for fulfilling orders;
- dressed in uniform (workwear with the company logo).

Sincerely,
Petr Petrov

Letter #11:

We would like to offer you services for the transportation of your goods, components for your production and any other goods necessary for your business.

Our company has already been more than 10 For years, it has been delivering cargo of any size to more than 1,500 cities in Russia. During this time, our company has become one of the leaders in the provision of transport and forwarding services.

Today the company has 10 terminals in 5 large cities of Russia. We regularly open new directions and expand our coverage area. Our company has its own fleet of vehicles, consisting of 50 long-haul trucks with a carrying capacity of 20 tons and 70 light-duty trucks with a carrying capacity from 1.5 to 10 tons.

Services of our company:
- transportation of consolidated cargo throughout Russia, region, city (road, railway, air);
- cargo packaging;
- responsible storage;
- provision of direct cars (20 tons, 80 cubic meters);
- provision of hourly vehicle rental;
- cargo insurance;
- flexible system of discounts
And much more.

For any questions, please contact us using the contact information provided. We hope to see your company among our business partners!

Sincerely,
Petr Petrov

Letter #12:

Company "Delopis.ru" offers services:

Office and apartment moving
- loading and unloading, rigging work
- consolidated cargo across Russia (Moscow, Yaroslavl, Vladimir, Novgorod, etc.)
- responsible storage and processing of goods in the warehouse
- transportation and loader services

Sincerely,
Petr Petrov

Letter #13:

Working more 10 years on the market freight transport, to date "Delopis.ru" is a dynamic and steadily developing freight forwarding company that has qualified specialists and provides our clients with a full range of transport services. The rich experience accumulated over the years of work allows us to effectively provide transport and forwarding services to clients throughout Russia. An individual approach to each client and reliable cooperation are the main principles of our work!

The main activities of our company:
- Transportation of various goods by rail across Russia by postal and postal-luggage cars included in fast or postal-luggage trains;
- Transportation of various cargoes by air across Russia;
- Transportation of various goods by car in Russia;
- Truck freight forwarding;
- Delivery of goods “door to door”;
- Cargo insurance;
- Warehousing services – storage, packaging of cargo, etc.;
- Registration of all transportation documents;
- Customs clearance.

We invite you to mutually beneficial cooperation; we will be glad to see you among our company’s clients!

Sincerely,
Petr Petrov

Letter№1

Transport company “Without Borders” offers you to familiarize yourself with the list of our services:

door-to-door delivery of cargo and parcels;

• sending containers weighing from 3 to 40 tons to all regions of Russia;
• cargo tracking along the entire route;
• forwarding at the point of departure and at the point of arrival;
• cargo insurance;
• possibility of deferred payment;
• professional approach to work.

Working with us, you will save not only time, but also money!

Sincerely,

Petr Ivanov.

Letter No. 2

Our company will perform any unloading and loading work, transport furniture, musical instruments and valuable cargo.

We will provide you with professional help in apartment and country house moves. Our vans are equipped with special protective materials that make damage or breakage of products impossible. Our employees are professional forklifts who will not only deliver your cargo to any location, but also help with the assembly/disassembly of furniture.

Throughout the month you will enjoy pleasant discounts on our services. Hurry!

Sincerely,

LLC "Without Borders"

Letter No. 3

The name of the company “Without Borders” perfectly reflects the scope of our activities. Working on the Russian market since 2008, we have truly proven that there are no borders for us. During this time, we have successfully delivered cargo of various volumes to the countries of Western and Eastern Europe, in the Southern and Northern directions and, of course, to all regions of Russia.

To fulfill your orders, we use refrigerated vehicles, the volume of which ranges from 80 to 96 cubic meters.

What can we offer you:

• organization of targeted delivery;
• delivery of goods throughout Russia and the CIS with minimal tariffs;
• delivery of goods abroad with the possibility of payment by installments;
• insurance of cargo of any volume;
• security escort along any route;
• a comprehensive solution to your order.

Are you interested in our offer? Provide us with your technical specifications and we will calculate its cost as soon as possible.

Sincerely,

Petr Ivanov

LLC "Without Borders"

Letter No. 4

The company “Without Borders” offers you the organization of transportation by sea of ​​dangerous and oversized cargo, freight forwarding services, both in export and import traffic.

We provide delivery of cargo of any volume from Japan, China, Korea and all regions of Russia. Registration of cargo transportation is carried out in accordance with all regulations, taking into account transit declarations.

We are interested in cooperation with you, therefore we offer you flexible discounts for the transportation of goods of any volume.

Sincerely,

Petr Ivanov.

Letter No. 5

Our company invites you to use our transport services. Thanks to our wide own vehicle base, as well as cooperation with a network of regional carriers, we can offer you export and import transportation of cargo of any volume.

We guarantee that you will be pleasantly surprised by our prices, as well as the quality of the services provided.

Sincerely,

Petr Ivanov.

Letter No. 6

We hasten to invite you to use the services of the company “Without Borders”.

Our company is engaged in forwarding and transportation of goods to anywhere in Russia!

We can offer you:

• transportation of cargo weighing from 2 to 25 tons;
• transportation of cargo in compliance with the required temperature conditions;
• cargo storage and insurance.

Benefits of working with us:

1. Ten years of experience allows us to organize cargo transportation with the choice of the most optimal route and type of transport.
2. We cooperate only with reliable companies. During the route, the forwarder's liability is insured for more than 300,000 rubles.
3. Delay in delivery of cargo is possible only due to catastrophic weather conditions. And even in this case, we try to complete the task assigned to us on time.

We will be happy to consider any options for cooperation!

Sincerely,

Petr Ivanov.

Letter No. 7

Do you urgently need to send a wholesale batch of products, a parcel, luggage or a parcel? Just one call to us and we will deliver your cargo to any city in Russia in the shortest possible time.

Organization of delivery of your cargo, regardless of its volume and weight, is carried out according to unified system from any airport in the Russian Federation. We also deliver parcels in Moscow directly to the recipient’s location.

During transportation, we track cargo, so unforeseen situations with our company are simply impossible.

For detailed information and calculation of the cost of your order, please call 220-00-03.

Sincerely,

Petr Ivanov.

Letter No. 8

Ladies and gentlemen!

Our company provides passenger transportation throughout Russia, services excursion groups, corporate and wedding parties, and also provides transfer services at any airports and railway stations in our country.

Transportation is carried out on a Mercedes Sprinter minibus, designed for 18 passenger seats. Absolutely all buses are equipped with air conditioning, music systems, comfortable reclining seats, loudspeakers for excursions and heating stoves.

For any questions, please call 220-00-04.

Sincerely,

Petr Ivanov.

Letter No. 9

More than 10 years ago, the Without Borders company began providing clients with a wide range of moving services throughout Russia. The activities of our company include the following services:

• loading and unloading operations;
• packaging and labeling of orders;
• processing of goods in accordance with the Customer's requirements;
• transportation of goods with the formation of routes;
• freight forwarding;
• storage and placement of products;
• accompanying services.

Our numerous clients appreciate us for the quality of the services provided, as well as for reasonable prices.

To ensure uninterrupted operation of the entire flow of orders, our company’s arsenal employs more than 30 vehicles of various carrying capacities and more than 100 competent employees.

We believe that in addition to modern technical equipment, adequately trained personnel are important for quality work. Rest assured, our employees always treat each Client and his property with respect, and, of course, strive to complete their work on time with strict adherence to the tasks assigned to them.

To know detailed information and you can order our services by calling 220-00-05.

We will be happy to help you!

Sincerely,

Petr Ivanov.

Letter No. 10

Dear future partners!

We offer you services for the transportation of cargo of any volume, as well as goods and components for your business.

Over a ten-year period of work, we have successfully delivered goods to more than 2000 cities in Russia. Now our company is a well-deserved leader in the market of transport and forwarding services.

We own a fleet of 70 trucks with a carrying capacity of 20 tons and 100 light-duty vehicles with a carrying capacity of up to 10 tons.

We offer you the following services:

Air, road, railway transportation of groupage cargo across Russia;

Packaging and storage of cargo;

Possibility of hourly and daily rental of vehicles;

Insurance;

Discounts for regular customers.

To order services and resolve any questions, please use the contact information below.

We look forward to successful cooperation with you!

Sincerely,

Petr Ivanov.

(address and phone number of the company).

Letter No. 11

Good afternoon

The company “Without Borders” is in a hurry to offer you the following services:

• assistance in organizing home, office and country moves;
• loading and unloading services;
• storage and handling of cargo taking into account its characteristics;
• sending groupage cargo to any city in Russia;
• loader services.

Contact our staff.

Sincerely,

Petr Ivanov.

Letter No. 12

The company “Without Borders”, which has a successful ten-year experience, is today one of the Russian leaders in the field of cargo transportation. By contacting us, we will provide you with an individual approach and take into account all your wishes.

We are pleased to offer you the following services:

• transportation of cargo by rail in postal or baggage cars, which can be part of both fast and postal trains;
• transportation of cargo by road to the most remote corners of the country;
• transportation of cargo by air;
• delivery of cargo to the recipient;
• freight forwarding;
• full range of warehouse services;
• registration of documents (including customs);
• insurance.

We are always glad to new cooperation!

Sincerely,

A commercial offer for the provision of services is a way to successfully sell the relevant product, because it is necessary to convey information about it to potential buyers.

Let us consider in detail how to correctly draw up a commercial proposal using samples as an example.

What is a commercial offer

First of all, a commercial proposal is a document. Once upon a time it only had a written form, but today it most often has an electronic form.

And it's sent out last option, respectively, via the Internet. The content of the document will be a description of the proposed service and its benefits.

In this regard, a commercial offer for the provision of a service is similar to a price list with a description and an advertising text.

More precisely, their advantages combine: a detailed description of the service itself, including its cost, and an incentive to action, that is, to purchase. In other words, this is an advertising campaign placed on a piece of paper.

It is worth understanding that the recipient of the commercial proposal, upon accepting the terms, enters into an agreement and can present it in the future if the contractor has not completed the work in full.

Types of offers

Depending on who exactly the proposal is addressed to, it is customary to distinguish two main types: personalized and non-personalized.

If in simple words, then the first is sent to a specific person, for example, . And it contains information designed to attract this particular client in this case, the enterprise,).

In the second case, the proposal is intended for an indefinite number of addressees, and the information in it is of a more general nature.

The main difference between a personalized offer is an individual approach. Therefore, it should be compiled by a specialist who has already communicated with the client personally (commercial director, manager, sales agent) and knows how to “hook” him.

But an offer designed for “everyone” is already a job for an advertising specialist. The purpose of such a document will be not so much to conclude a deal as to attract attention to your company.

The structure of the commercial proposal and the features of its design

The standard volume of a commercial proposal is one sheet. Which must have:

• Logo and company name. Ideally, a company letterhead is used.
• Contacts. By indicating several of their types at once: telephone, email, various instant messengers, you can significantly expand the circle of those interested.
• Title. Usually it stands out from the rest of the text with a large font size or bold style.
• Description of the client’s problems that he can solve with the help of the company. For example, services, or cargo transportation for the delivery of their goods.
• The essence of the proposal. It is better to avoid complex details. They can be placed in applications, if necessary.
• Information about the company. Namely, those that indicate reliability and integrity (in detail).
• Inspiration to action. In this case, contacting the company to conclude a transaction.
• Information about the contact person, date and validity period of the offer.

As for the execution of the document, the main requirement for it is literacy. Even an impeccable proposal from a marketing point of view will not be taken seriously if it is illiterate.

The sentence must also be written in clear language. It is better to avoid long sentences and complex words. Professional terms must be used carefully.

Complex fonts, their variety or multi-colored text are also inappropriate. The simpler and stricter the document looks, the more likely it is that it will be read to the end.

It is necessary to highlight the title and, possibly, the main idea. It's a good idea if the contacts are also different from the rest of the text and placed where they are easy to see.

Also, it would be useful to affix a stamp (whether or).

Possible mistakes

Writing a business proposal is a difficult task. And without the necessary knowledge, it is easy to make a number of mistakes. The most common shortcomings and methods for eliminating them are collected in the table:

How to write an effective commercial proposal

First, it’s worth understanding who might be interested in this service. And then you need to proceed from a few simple rules:

• describe the benefits of services from the client's point of view;
• use the style and language of the professional environment to which the service is aimed;
• include only really important information;
• make the document aesthetically attractive.

Let's consider all of the above using specific examples.

How to write effective commercial proposals for transport services

When offering transportation or freight services, you need to consider your intended audience. So, passengers or citizens occasionally transporting cargo will be interested in discounts. For trading companies The timing will be more interesting.

But to win the tender for budgetary organization An indication of the price-quality ratio will help, especially when it comes to special equipment services. It can also be a plus to offer not only transportation, but also security services along the way.

The current commercial proposal will sound and look something like this:

We offer construction services

High competition in this industry dictates special requirements for the offering of construction services. What might interest a potential buyer:

• Possibility of reducing the cost of construction without compromising quality. For example, through the use of materials own production or the latest technologies.
• Reduced construction time compared to competitors.
• Company reputation. Preferably confirmed by competent sources.

The specifics of the activity will require a special structure of the commercial proposal. You can include tables with calculations (as is done in a business plan) or photographs of already completed projects.

This, of course, will increase the volume of the document, but in this case it will be more beneficial.

Features of the offer of cleaning services

The offer of cleaning services for organizations and individuals is gradually becoming widespread. Consequently, competition is growing.

To attract customers and encourage them to use the services of a particular company, it is worth including information in your commercial proposal:

• About discounts for regular customers;
• On the use of environmentally friendly means and technologies;
• About the use of hypoallergenic products, etc.

It is necessary to take into account the difference of interests different groups clients. For organizations, this will provide a presentable appearance for the office and save on maintaining their own staff of cleaners.

And for ordinary city residents - saving their personal time and the safety of the chemicals used during cleaning.

If cleaning services are offered for various types of disasters, such as flooding, then the emphasis can be placed on the absence of unpleasant odors and anti-mold treatment.

How to offer legal and consulting services

Perhaps, it is in this area that competition is especially great today.

And to interest a client in purchasing legal and consulting services is possible only with a truly profitable offer for him. Solving what client problems will make him become a buyer:

• increasing the likelihood of a positive resolution of the case in court or another authority (but the law prohibits giving a guarantee of this kind to lawyers);
• full support of activities while saving on the maintenance of a full-time specialist;
• competent preparation of documents and a high probability of their acceptance by various authorities;
• saving time on communicating with government agencies, etc.

It will be beneficial for the client, whether an individual or a large company, to receive part of the services, for example, consulting on any issue, for free.

Features of the offer of accounting services

Perhaps everything that relates to the legal field also applies to the commercial offer of accounting services.

Unless, instead of high chances of winning the case in the courts, there will be chances of successfully passing tax and other audits.

It would be useful to mention the mandatory maintenance of confidentiality. Much of the information that accountants deal with falls under the definition of a trade secret.

It is also worth emphasizing the benefits of using a company instead of maintaining your own accounting department.

One of the elements modern business is to introduce potential customers to the company’s products or services through a commercial offer. Much depends on the correctness of its preparation; this appeal forms the first impression of the company and influences the decision-making on possible cooperation. Therefore, a business owner must pay the utmost attention to preparing a commercial proposal.

Types of commercial offers

Commercial offers in the business environment have become commonplace. They are sent for a variety of reasons and due to various circumstances. These factors make it possible to identify certain types of proposals, which differ significantly in the principles of their preparation:

• Cold – sent to a client who may be interested in the product or service offered. Most mailings are carried out according to this principle. e-mail and a significant number of targeted mailings - direct mail.
• Hot – an offer aimed at customers who have shown interest in a product or service. For example, during the exhibition they visited the company’s stand and asked to send them an offer.
• Individual – a commercial offer addressed to a specific client. This proposal takes into account specific needs a specific client. For example, such a proposal is sent in response to a request for the possibility of supplying specific product or provision of a specific service.

In practice, an entrepreneur has to deal with each of these types of proposals, regardless of whether he is implementing his own, in Russia or in another region.

Basic rules for drawing up a commercial proposal

Any commercial offer must emphasize the specifics of the goods or services offered and at the same time indicate the characteristics of the company that makes the offer. But there is a certain set of rules that all entrepreneurs must take into account when drawing up a high-quality commercial proposal. There are five such rules in total:

1. a bright headline that should not only hook the reader, but also give him certain information.
2. offer – direct offer of a product or service. It should be formulated in the first paragraph of the proposal and contain not only information about the product or service, but also emphasize the benefits of purchasing it, as well as their focus on solving a specific client problem.
3. working with objections - a good commercial proposal should anticipate possible customer concerns and answer their possible questions. You can use statistical data and reviews from real customers as additional arguments in favor of the offer.
4. limitation - the offer must be valid for a certain period of time, which excludes the client’s ability to stretch out the process of making a decision on the transaction. You can eliminate the time limit from individual commercial offers, but in some cases, even there it can look organic and show its effectiveness.
5. a call to a specific action - a commercial offer should not only offer a product or service, but also encourage the client to take an action aimed at the transaction process, for example, call the operator, subscribe, etc.

Compliance with these rules makes it possible to create a selling commercial offer for any business: from an oil refining complex. But you always need to understand the specifics of your offer and take it into account in your offer to clients.

Example of a commercial proposal for the sale of goods

A commercial offer aimed at selling a product must contain information that is sufficient for the consumer to evaluate the benefits of purchasing it. You should not overload the offer with unnecessary information, for example, about the dimensions of the package, the ingredients included in the product, etc.

Experts advise making a separate offer for each product. You should not include information, for example, about snowmobiles and motor boats in one sentence. The only exceptions are products offered in an assortment. For example, a juice manufacturer can make one offer for their product, indicating that there are different flavors, packaging, etc.

In the offer of a product, it is necessary to indicate its cost, since the absence of such a reference significantly reduces the interest of potential buyers, some of whom are simply too lazy to call and find out the price of the product.

The time limit is of great importance here, which encourages the client to quickly make a purchase. It would be good to link a time limit with a price, for example, “only until December 1, 2016, we are reducing the price of scooters to 2,000 rubles.”

If possible, a commercial offer for a product should contain its image - visualization allows you to better understand what exactly is being offered and make a purchasing decision.

How to make a commercial proposal for the supply of goods?

A commercial offer for the supply of goods is characterized by two features: an indication of certain characteristics of a particular product and emphasizing the advantages of the supplier of this product. For example, “our company supplies Chinese green tea directly from the plantations.”

In some cases, the offer may contain more information about the supplier than about the product; this is most typical for large wholesale companies. For example, “our company cooperates with metallurgical plants in Russia, Ukraine, and Poland. We offer our customers high-quality rolled metal at an affordable price, provide free delivery to the regions, etc.”

In the proposal for the supply of goods, customers should draw attention to the advantages of cooperation. Experts advise not to include a detailed offer for all product items; it is enough to indicate some of them that will “hook” the client. The proposal may indicate that a detailed price list can be sent upon request. As an option, the price is an addition to the offer.

If the offer to supply goods is of an individual nature, then it must contain all the information necessary for the client, including about specific goods and their cost.

How to correctly draw up a commercial proposal for the provision of services?

A commercial offer for services is practically no different from an offer for a product. Here you also need to provide information potential client about the benefits he receives from purchasing the service. In this case, the specifics of the service should be taken into account and emphasized in the proposal. For example, confidentiality is often important for medical services, so the commercial proposal can indicate that all clients receiving medical services are guaranteed the protection of their personal data.

When providing most services, the professionalism of the performers is of great importance, which must also be noted in the proposal. For example, “for those who have decided, we offer the assistance of an experienced lawyer who will collect all the necessary permits and provide legal support for the business at all its stages.”

How to write a commercial proposal for construction - sample

A commercial proposal for construction work must necessarily indicate a solution to the client’s problem, but at the same time emphasize high quality work performed by a specific company. In such a commercial proposal, it is effective to use information about finished objects and customer reviews. For example, “over five years of work, our construction company has built more than a hundred objects for various purposes, for example, the Domiki residential complex, the Bankovsky business center and many others.”

In some cases, it makes sense to include photographs of completed objects in your proposal or talk in more detail about construction technology. For example: “We build structures from arched structures. This technology involves the use of ready-made structures made in the form of metal arches. Its advantage is the speed of construction, so expanding warehouse space will not take much time.”

Commercial proposals for construction for a specific client are characterized by greater certainty. Such a proposal should describe in as much detail as possible the cost of the work, options for solving specific client issues, resources planned for use, and deadlines for completing the work.

Example of a commercial proposal for cooperation

This category of commercial offers is no less widespread than offers to purchase a product or service. Such proposals are aimed at forming partnerships, for example, to build an agency or dealer network. With the help of such an offer, information about the sale of a ready-made business can be advertised or communicated.

In the proposal for cooperation, it is necessary to indicate information about the company; it is advisable to make sure that the potential partner has the opportunity to verify its authenticity. For example, indicate the real office address, INN or OGRN of the company.

The essence of the proposal must be stated in as much detail as possible so that the partner understands what is being proposed. At the same time, you should not describe in detail the entire scheme of cooperation; the amount of information should be such that someone who is truly interested understands the essence of the proposal and continues communication, and does not waste his time on topics that are obviously uninteresting to him.

It is important to indicate all the benefits for a potential partner from accepting an offer of cooperation. Moreover, it would not be superfluous to explain why the company is making such an offer and indicate some of its benefits from this cooperation. Such information emphasizes the transparency of relations and is an additional guarantee that partnerships will be built on fair terms. For example, “our company provides it to a partner, but on the condition that the partner will purchase all the necessary raw materials and Consumables for work with us in a monthly volume of no less than 500,000 rubles.”

A commercial proposal for cooperation should orient the addressee towards cooperation based on benefits, and this is precisely what should be emphasized throughout the text: from beginning to end.

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Any commercial proposal must be drawn up competently and effectively. Every business owner (regardless of its size) must have certain skills in preparing effective business proposals. Without good offer It is almost impossible to build a successful business. Even in simple communication with clients, you need to be able to convey to them information that will allow you to complete a transaction. A commercial proposal is not only a beautifully designed text on paper, but also the entire process of interaction with others. Any conversation with a neighbor down the street can be the beginning of a deal, which will include the usual paper offers and telephone conversations, so a true entrepreneur must be able to make a commercial offer that is interesting to the client in any situation.

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