Samples of the commercial offer. How to make a commercial offer?

The main task at the beginning of any business, and even with its expansion - is to let potential customers know about your existence in principle and about the nature of the services provided, work performed, and so on.

In this case, it is difficult to do without using commercial offers. How to correctly and efficiently compile such treatment, how and when to apply them - the question is far from idle.

How to present your opportunities to the client

We divide conditionally types of commercial offers into two types - primary and final.

Primary proposal - from the very term it is clear that this is the first reference to a potential client. Depending on the results of the initial presentation, the final commercial proposal is formulated . Of course, the fact of sending such a document implies some kind of reaction of a potential partner to a primary appeal. It can be an initiative telephone conversation, a one-on-one meeting or a written response to a sentence expressing a certain interest in the subject of communication.

Primary appeal to a potential client

By the time of mailing, the samples of the commercial proposal for each option of circulation should be considered and developed. The primary proposal is a written analogue of the initial communication with a potential client, when something is known about him, and nothing is known to him about your possibilities. The task is to interest the future consumer of services in a brief and unobtrusive manner.

Such a commercial offer to customers is a subject of mass mailing. Business letters are sent to a wide range of potential consumers of the company's services with a primary presentation of services or works.

Primary treatment is characterized by a number of advantages:

• The development of commercial offers is made according to a single model, designed for the target audience. This approach ensures advertising without much money and time.
• A wide coverage of potential customers is quickly carried out - rapid notification of a wide segment of consumers about the emergence of a new service or a new service provider in the market.
• There is an opportunity to establish direct contacts with many customers as soon as possible thanks to a personal telephone contact. The right to such contact gives the primary treatment.

At the same time, the primary proposals have a number of shortcomings:

• The impossibility of a specific proposal to the client, which can be generated only from the realization of his personal needs and preferences.
• Most of the sent out appeals will not even be read by customers and go to the basket. It's wasted money and time.

If you send fifty letters sent to you with five clients, consider your actions successful. Sooner or later they will become effective.

Final offer

Such a proposal differs from the primary one in that it has the character of a strictly specific document directed at a specific person. Usually the direction of the second treatment is preceded by:

• Personal negotiations one on one;
• Primary telephone conversation.

This in itself is an important advantage. It becomes unnecessary to "warm up" the client, the discussion can already go on specific issues and clarify the mutual further actions.

Several rules have been worked out, which make it possible to make the execution of a commercial offer as efficient as possible:

1. Samples of the commercial offer are developed based on the information collected about the potential client, his needs for services or works. Therefore, at the first contact, it is necessary to clarify, at least in the first approximation, what goods or services a client needs, which encourages him to accept a proposal for cooperation, what goals he pursues, accepting the offer, what kind of information he expects to receive.
2. The proposal for the text of the appeal should have the most specific content, it is better to work out several options for the solution to choose from.

Commercial offer of mixed type

This is the most perfect form of initial appeal to a potential client. It requires a more scrupulous approach and involves preliminary training. It is necessary to collect the primary information about the client's enterprise:

• Identify a person for treatment (referring to the first person of the organization is not always effective, it is necessary to calculate the person interested in the proposals of your activity profile);
• Collect information on the main activities of the enterprise, make it clear to the client about the interest in cooperation;
• If possible - identify problematic issues of the future client, sort out the appropriate profile of your specialization and preliminarily work out several options for possible mutually beneficial cooperation.

The developed samples of this type of commercial offer will not be at random, demonstrate the seriousness of intentions and interest. It will be prudent to think through and pre-compile examples of each type of commercial proposal.

How to make a commercial offer

Being able to sell a product or service is an art. The ability to correctly formulate a commercial proposal for the performance of work or the provision of services is an assessment of the manager's ability at any level to be successful.

It must be remembered that the human brain is capable of storing no more than a tenth of the information received during the day. In this tenth part there is a chance to interest the client. Poorly drafted commercial offer will lead to loss of time, money and customer.

Ten principles for making a successful commercial proposal

1. Formulation of benefits . Proposals must be developed with an indication of the benefits that the client will acquire by buying a product or service. To do this, you need to understand what problems worry the client and pay attention to the possibility of eliminating or smoothing their influence.
2. Identify the benefits that the customer will gain from cooperation. Formulate 6-8 advantages, even if they seem fantastic, and arrange them in the sentence as the significance decreases.
3. Indication of uniqueness . A potential customer should immediately understand that only the offered service can solve all of its problems, that is, the offered service or product is unique.
4. You are not for us, but we are for you . Do not praise yourself, pay attention to your usefulness to the client - he is interested not in your advantages, but in your own problems.
5. You need to sell the result . Relatively speaking, it is not a rod that is sold, but pleasure from fishing and recreation in nature.
6. Your client is the best . It is necessary to convince the partner of its importance and importance.
7. Proof . The most convincing in advertising is the positive feedback from other customers.
8. Build an algorithm of actions . The client needs to know exactly the sequence of actions to purchase goods and services. No "muddies" and ambiguities.
9. Push . Three days after your conversation, the client will completely forget about you, so you need to gently encourage him to take immediate action.
10. Convenience of perception . Think about how to make a commercial proposal, so that it is concise, extremely informative and concrete.

Samples of the offer

Strictly speaking, giving specific samples is more harmful than helpful. Making an appeal to a potential client, you need to take into account its problems and needs and its capabilities.

A commercial offer for the performance of work or the provision of services should not carry some typical mistakes.

Error one - you can not be sure that the client will not read a long letter. If it was possible to interest him in the first few phrases - he will finish reading. The footnote "PS" at the end of the text will also help, it, oddly enough, is also read in the first place and it should also be interesting.

The second mistake is slavishly to follow the grammatical rules. The text of the letter is best written in a conversational style, but without jargon.

The third mistake is to give the addressee an excuse not to read the letter. We need an interesting entrance, up to shocking.

The fourth mistake - claiming that your product is the best, does not provide evidence to that in the form of feedback and recommendations.

Conclusion

Do not underestimate the importance of a properly drawn up and executed commercial offer. The success of the organization's activities largely depends on this step, especially at the beginning of the road. Samples of the commercial offer are easy to find, but remember: they must be personalized and specified for the client. I wish you success!