What service is being sold, what is its cost.

Target audience - small business. Yes, as a target audience “small business” is very so-so, it was possible - and probably necessary - to segment it, split it into smaller audiences. But what was not done was not done.

Arguments and calculations on why subscription legal services are more profitable for small businesses than an in-house lawyer. This argumentation is given in the article “In-house lawyer VS subscription service”. The main idea of ​​the article: an entrepreneur can save from 937,000 to 1,670,000 rubles per year by applying for subscriber services and without hiring a lawyer on staff.

The company's willingness to meet the client's needs: recalculation of cost or replacement of unused services with others.

Facts about the company: 8 years of work, the fact of being included in the rating of “Business Petersburg”, speeches of company employees in the media. The company employs former employees Federal Tax Service and courts. The opportunity to consult with employees of the Federal Tax Service may be relevant for small businesses, which, as a rule, are completely lost when the tax office or the bank start asking questions (a bank, as we know, can completely block an account under the 115 “anti-money laundering” law, and the Federal Tax Service - under Article 76 of the Tax Code of the Russian Federation. For an entrepreneur this is a lot of stress, of course, but for a company it is complete paralysis).

Tariffs and price list (Yulia sent them to me, but I won’t show them, you will still see them in the finished commercial offer).

As you can see, there is information, but not much. I am partly to blame for this: it was possible to “shake” more facts out of the customer. And, of course, that’s what had to be done. It was also necessary to segment the target audience, ask Yulia which companies contact them most often, and which market sectors are more interesting for Legal Bureau No. 1 to work with. I didn't do any of this. This is an omission.

The fact remains: I wrote this commercial proposal for the provision of legal services with very limited information, and the responsibility for this lies with me.

What happened: a sample commercial proposal for a law firm

In the distributed version of the CP, everything was in order with word hyphens.

Now let's break down the components of this commercial offer.

Commercial offer title

This header has three elements:

Appeal to target audience(small business). The target audience immediately sees that this is for them, although, I repeat, it could have been segmented in more detail.

Benefit/savings: you can save 143,000 rubles per month. Where did the figure come from? From the calculations you'll see next.

Result: receiving quality legal services.

Lead paragraph of a commercial proposal

A lead paragraph is the text that comes immediately after the heading. In terms of importance, the lead paragraph ranks second in the entire CP. The title is the first place in importance.

So, the lead paragraph:

This lead paragraph is far from brilliant. You don’t want to cut it out and hang it in a frame above your desk. This piece of sales pitch is mediocre. But let's look at what we have.

So, first sentence:

“In any business there are issues that must be resolved by a lawyer.”

The point of this piece of text is to show that legal services needed. But it is not necessary to hire a lawyer for this. I deliberately did not drag out the intrigue, because there was no point in it: the entrepreneur understood from the very beginning that they were trying to sell him something. Delaying the intrigue could lead to irritation.

Argumentation in the CP: we compare the costs of an entrepreneur when hiring a lawyer and when contacting a law firm

This block contains all the costs that a company hiring a lawyer must incur and compares these costs with the costs if the company contacts “Legal Bureau No. 1”. I think it looks impressive:

No creativity, no special invention was needed to write this block; it was enough to simply describe what and how much money an entrepreneur would need to spend when hiring a lawyer on staff. And calculate how much the company will save if it contacts Legal Bureau No. 1.

We continue to tell you what an entrepreneur will win by contacting “Legal Bureau No. 1”

Its meaning boils down to this:

you will feel comfortable working with us;

you will be able to keep your finger on the pulse and will know what we have done, and we will not deceive you, you see what you are paying for;

your problems can be solved because we have lawyers specializing in different industries; whatever the problem, we will solve it;

we have a reputation and we good lawyers, we were noted by “business Petersburg”;

If a problem arises with the Federal Tax Service, then know that we have former tax employees who know it “from the inside.” And it's the same with the court. Understanding the internal processes of these organizations is good.

In order to more successfully promote your offers on the market of goods or services, an individual entrepreneur or legal entity recommended, the form and sample of which can be downloaded in Word format from the links below. The more competent the document is drawn up (both from a linguistic and commercial point of view), the more reason the company has to hope for further successful development cooperation: potential counterparties are more likely to be attracted not by dry numbers, but by skillful presentation of material.

Commercial offers can be divided into two categories: “cold”, sent to potential clients who have not previously expressed a desire to cooperate with the sender, and “hot” - their addressees are companies or individual entrepreneurs who already have an idea about the organization offering services or goods. In the first case, it is more logical to use mass mailings (probably one of the recipients of the letter will respond to the offer); in the second - address ones.

Like, a commercial proposal does not have a single form established by the legislator; Each company can create its own template - or use the one below, suitable for editing in Word.

Commercial Proposal - Word Template

You can download the commercial proposal form, which can be filled out in any text editor, including MS Word, from the link above. Unlike, this document does not necessarily (although it is highly desirable) must be certified by the signature of the head and the seal of the organization. It makes even more sense to abandon this step if you plan to send electronic documents rather than paper ones (to a real postal address).

Commercial proposal - sample

You can download a simple sample commercial proposal in Word format from the link above. After familiarizing yourself with it, the compiler will be able to independently, using his input data, create a unique document that will definitely attract the attention of the recipient.

A commercial proposal as an effective business tool in a highly competitive service market, in last years is very popular. Marketers, designers, copywriters, etc. are usually involved in its development. This pleasure costs a lot, but there is one clever way that will allow you to compile this document without much expense. It is enough to find a suitable sample of a commercial proposal and slightly rework it for yourself.

A commercial proposal is one of the main ways to start communication with a potential client. The success of selling a product or service largely depends on how well and professionally it is compiled.

Any commercial offer consists of the following sections:

• Logo or emblem of a company that offers a product or service. The commercial proposal must be drawn up on company letterhead using the corporate style of the organization. This is an indicator of the level and seriousness of the business organization of the supplier company.
• Description of the product or service. In this section it is necessary to disclose what, in fact, is proposed to be purchased or what is proposed to be used.
• Advertising of services and terms of cooperation. Here you should indicate the advantages of the product or service, justify the reasons why the client is recommended to purchase the product or service, describe how they are better than their competitors.
• Company advantages. IN this section the advantages of the company are revealed, its experience and implementation are described successful projects and so on.
• Contact information – after reading the commercial proposal, it should be clear to the potential client who to contact, what phone number or email address to contact.
• Signature of a company representative.

Commercial offers can be classified according to several criteria. So, depending on the quality of contact with a potential client, commercial offers can be "cold" or "hot". “Cold” offers, as a rule, do not have an addressee and their goal is to inform the target audience about the capabilities of the product. This proposal does not take into account the specifics of the business potential client and is typical.

A “hot” proposal is usually sent after a meeting with a representative of a potential client. It contains unique benefits and conditions that are relevant to a specific potential buyer. The purpose of this type of proposal is to move on to negotiations on the terms of cooperation and the conclusion of an agreement.

There are also such types of proposals as presentational(giving a general idea of ​​the company's products), promotional(invites you to participate in a marketing campaign), congratulatory, thank you(contain unique conditions in honor of a holiday or in gratitude for long-term cooperation), or The invitation(it contains an invitation to participate in an event).

When composing a proposal, it is necessary to clearly understand and highlight the problems that the target audience has. A commercial proposal can be considered successful or correctly composed if it succeeds in convincing the recipient that he needs the product or service being offered. For a business proposal to be successful, it is recommended that it meets certain requirements.

Firstly, it should not contain grammatical or spelling errors. It is useful to use professional text editors for writing. They automatically check your literacy and highlight words or parts of a sentence that are recommended to be changed. Moreover, in modern text editors There are special templates that can be used to draw up a commercial proposal. Because the main task Since such a document is designed to attract attention, it is allowed to use various infographics, drawings, diagrams, diagrams and similar illustrative materials, which makes the proposal easier to perceive and increases the likelihood of its acceptance.

The color scheme that is used when drawing up the document also plays an important role. First, the colors must match corporate style company, and, secondly, should not be defiant or overly calm. You shouldn't make black and white documents either. They look outdated and will not attract the attention of the reader (except for those for whom content is more important than form, but these are increasingly rare). It should be remembered that nowadays every person receives a large flow of information every day, so it is very difficult to process it. It is for this reason that the necessary data is packaged in graphic materials.

The quality of the paper on which the commercial offer is printed is also of great importance. It should demonstrate the reliability of the company that manufactured and delivered it. A pleasant feeling in your hands will automatically add attractiveness to the proposal and increase the likelihood of reading it to the end.

The quotation must be delivered either by email or in person. Moreover, the second method is much preferable. Indeed, in the first case, there is a high probability that the letter will be deleted without being read as spam. And with personal delivery, there is a chance to personally talk with the recipient and convince him of the usefulness of the product or service.

Ready-made commercial proposal samples

Templates for commercial proposals for the provision of services

Commercial proposal templates for construction companies

Commercial proposal templates for selling goods

Business proposal templates in Word

Ready commercial proposal for cooperation

Examples of commercial proposals for selling goods

Samples of commercial proposals for the provision of services

How to create a commercial proposal correctly

Write a commercial proposal for the sale and supply of goods

When creating a commercial proposal for the sale and delivery of goods, it is necessary to reflect the following points:

1. Uniqueness - how the product differs from substitutes and competitors, what are its advantages, why it can satisfy any need better than others.

2. The ratio of price and quality is also an important point in the commercial offer of a product. The consumer, as a rule, chooses a product that allows him to achieve the maximum in this ratio. Therefore, when offering a product, it is recommended to indicate what additional quality bonuses the buyer will receive.

3. Efficiency of delivery. Goods are purchased when they are needed. The buyer wants to solve his problem with the product as quickly as possible, so he is not ready to wait for a long delivery.

4. Service. If the product is technically complex, it is necessary to indicate how the buyer should proceed in the event of a breakdown or need for maintenance. Other than that equal conditions, the buyer will prefer a product that he can either easily service himself or have a service center next to him.

Commercial proposal for cooperation in business

When drawing up this type of commercial proposal, it is necessary to very clearly and, at the same time, unobtrusively talk about the advantages of cooperation, what benefits it will bring for the partner, and also describe the proposed conditions for conducting joint activities. This is enough hard work, since the proposal should not be written in the dry language of a business plan, but, at the same time, reflect all its main aspects. Creating such a commercial proposal is an art.

It is also necessary to remember that an offer of cooperation is made to a specific partner. Therefore, it is very important to know the needs of this partner and to reflect in the proposal the ways and mechanisms to satisfy them.

When creating this document, it is also necessary to understand the interests of the target audience. So, for companies that rarely use the services transport company, the most important factor When making a decision there will be discounts or prices.

Trade organizations are primarily interested in delivery times and cargo safety. Therefore, when drawing up a commercial proposal, representatives of this segment of the target audience must indicate why the company can offer minimum terms and the presence of security or escort along the way.

Budget structures acquire transport services through tenders. Therefore, the commercial proposal should clearly indicate the possibility of complying with all the conditions reflected in the tender documentation.

Make a commercial offer from a construction company

Potential consumer of services construction company, first of all, the price is of interest. Therefore, in the commercial proposal it is recommended to describe in detail the possibilities of reducing it, and the reasons why this is possible (for example, due to the use of modern materials or unique technologies and so on). Transparency in pricing is also important for the consumer, so it is recommended to include a table with cost justification at the end of the proposal or as an appendix to it.

Also big role Construction timing plays a role. It is advisable to indicate in the proposal how and by what means they can be reduced.

The reputation of a construction company is also taken into account by many customers when making decisions. It can be confirmed by articles from newspapers, letters of recommendation, various awards, and descriptions of already completed projects.

Features of the offer of accounting, legal and consulting services

The number of providers of such services is quite large, so competition in this market is very high.

In addition to price, you can attract consumers by the following factors:

• A high probability of a positive resolution of the client’s dispute in the courts (for example, demonstrating one’s success in similar cases);
• Saving customer costs staff by transferring some functions to outsourcing;
• Full support of the client’s activities, solving all his problems in a certain area, so that he is engaged only in his core activities;
• Offering various bonuses that competitors do not offer (consulting on a number of issues is free).

You can formulate other advantages that will allow the client to effectively solve their problem, save money or earn more.

A document from such a company should demonstrate its professionalism. In the commercial offer from advertising campaign elements of original design, professional terminology, effective slogans and other similar elements must be present. This allows the potential consumer to immediately assess the level and technology of work advertising agency. If it knows how to sell itself well, then it can effectively advertise the client’s product. Thus, the customer develops an element of trust in the company, which increases the likelihood that he will use its services.

Common mistakes when writing text for business proposals

The first mistake that many marketers make is oversaturating the offer with data. They sincerely believe that it is important for the client to know everything about the product in order to make an informed and rational decision. However, in practice this is far from the case. The behavior of a buyer or customer is rarely rational; rather, it is emotional. Therefore, it is not necessary to give a lot of information in the proposal; it is much more effective to create in the consumer the feeling that the product or service will help him satisfy his need. This feeling significantly increases the likelihood of a subsequent purchase.

The second common mistake is paying too much attention to a potential client. The proposal writers are full of compliments, describing all the client’s successes, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about solving his problem or problem, so he, of course, will be happy to read about his successes, but if he does not find an answer to his questions, then he is unlikely to contact such a company.

Also, many drafters mistakenly include the following information in the proposal:

• The history of the company describes how the company’s journey began, how it developed, and so on, but this is not at all interesting to a potential buyer of the product. This only takes up his time, which means it irritates him and worsens his perception of the proposal.
• The history of the manager, the reasons why he came to this business, that he is an expert in this or that activity, are indicated by his achievements and awards. This is also not interesting to the potential buyer and worsens the impression of the offer.
• Description of the production technology to convince that the product is really high quality and has the declared characteristics. But it must be borne in mind that the buyer is not an expert in the production of products. He needs to understand that the product or service has the required properties. For this, a quality certificate or a description of the product itself with characteristics is quite sufficient.
• Indication of irrelevant client needs. When drawing up a commercial proposal, it is important to clearly study the representatives target group and articulate the need they want to satisfy with a product or service. If there is no such information, there is a high probability that the commercial proposal will go into emptiness. The buyer will not find answers to his questions in it and will not purchase the product.

How to effectively end a business proposal

The last sentence in the document is very powerful. A potential buyer will most likely skim through the text, but will linger on the last paragraph or phrase. This is how the human mind works, and when drawing up a commercial proposal, this must be used.

Most often, a commercial proposal ends with the phrase “with respect.” This, of course, is a win-win option, but instead of this phrase, it is much more effective to use text offering the recipient of the document unique conditions for the sale of a product or service (for example, with a significant discount). This will interest the client much more than showing him respect. Moreover, a respectful attitude between partners is implied a priori.

A fairly common option for ending a commercial offer is a message that specific managers are always ready to answer the client’s questions, and their contact information is indicated. How to contact a specialist, of course, should be at the end of the commercial proposal, but it in no way encourages the potential client to take any action. So, a commercial proposal should end with a call to action.

The following motives can be identified that can induce the client to take the required actions:

• Information that the quantity of goods or services offered under the terms of this commercial offer is limited;
• Bonus offer – free sample, opportunities to test a product or service, product availability, discount on current or next purchase;
• Description of the buyer’s personal interest (what he will receive as a result, what savings he will achieve, what need he will satisfy, and so on);
• Information about the attractiveness of a product or service (availability of a guarantee, special conditions supplies, quality service).

Within each type of commercial offer ending, you can formulate specific wording that will demonstrate its relevance and relevance to the buyer. Thus, glancing at the sentence at the end of the paragraph, he may carefully read the entire text and subsequently contact the company for a product or service.

Cover letter templates for a commercial proposal:

If the commercial proposal contains more than one page, or is accompanied by various Additional materials(for example, cost calculation tables, price lists with the entire product range, schedule of marketing campaigns, conferences or exhibitions), then a covering letter must be sent with it. It contains in a very condensed form the main conditions and essence of the proposal.

First of all, the cover letter must contain a greeting from the addressee, preferably by name and patronymic (addressed address attracts much more attention than standard greeting formulas).

Next, you should introduce yourself and name your position in the company so that it is clear what issue is being addressed. In case of preliminary meetings, it is recommended to remind the recipient of the letter about this.

The main body of the letter should inform the potential client about the goods or services that the company offers, as well as the benefits that cooperation can bring. This must be done briefly so as not to repeat the commercial proposal, but at the same time, after reading the paragraph with the advantages, the potential consumer should still have questions and a desire to find answers to them in the commercial proposal itself. This will encourage him to read the document more carefully.

Next you should list the documents that are attached to the letter. Firstly, this is a document flow norm, and, secondly, it will allow the recipient to quickly figure out which documents to pay attention to first in order to make a decision.

At the end of the letter, you should thank its recipient for their attention and call for action (call the company, ask questions by email, and so on). Rules, completions cover letters identical to the recommendations regarding the final phrase of the commercial proposal.

Thus, writing a commercial proposal is a completely technological process. If you follow all the recommendations, it will be successful and will lead to transactions. However, each compiler must develop his own unique style and the way the sentence is formed. This will greatly improve the efficiency of its work.

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. Having indicated several of their types at once: telephone, Email, various messengers - you can significantly expand the circle of interested people.
• 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.

The commercial offer plays an important role in the promotion and development of the company.

With a correctly drawn up commercial offer, the volume of orders and sales increases, which, accordingly, increases profits.

Types of commercial offers

There are two types of them: “cold” and “hot” commercial offers.

• With a “cold” commercial offer, the shipment is made to an unprepared client. In other words, it's spam. People most often are not particularly enthusiastic about such mailings, but the main task of a commercial proposal is to interest a potential client and get the letter to be read to the end. The most important advantage of a “cold” commercial offer is its mass appeal and large audience reach. However, in practice, responses are more responsive from commercial offers coming to a specific, specific person.
• The second type of commercial offer is a “hot” offer, which is sent at the request of the client himself or with whom negotiations have already been conducted. Increasingly popular in Lately uses a commercial offer in the form of a presentation.

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Commercial offer structure

It is advisable for each company to have its own commercial proposal template.

1. Title. It plays a huge role, especially with a “cold” commercial offer. The title should be catchy, intriguing, attract maximum attention and make you want to read the entire letter.
2. Offer. At this stage, it is necessary to arouse the interest of the recipient of the letter with the potential benefit for him, so that he continues to read the offer letter.
3. Belief. Here you need to convince the client that he needs this particular product (service), and he must place the order through the company that sent the letter.
4. Limitation. Many people forget about this point, but it is necessary. On a subconscious level, it forces a person to study the product more carefully (if the quantity of goods in the commercial offer is limited) or to immediately focus on the timing (if the commercial offer is valid only for a certain period).
5. Next comes the call. It should be short but strong, calling for a specific action.
6. Don't forget about your contacts and provide as complete information as possible.

Try to indicate reviews of the company’s work in your commercial proposal, visual images, photos.

And remember that a correctly drawn up commercial proposal is already half the success!

Below is a standard form and a sample commercial proposal template, a version of which can be downloaded for free.