Beautiful CP template. Business proposal template

In 79% of cases, the client makes a purchase only after looking at 6 to 14 proposals - this data is provided by Denis Kaplunov, an expert in writing commercial proposals. We will tell you how to create an effective CP so that the client chooses you from among dozens of competitors. As a bonus, you will be able to download commercial proposal templates and also learn how to simplify their distribution using a CRM system.

What is a commercial offer?

A business proposal is a business letter to clients advertising a product.

• Cold commercial offer used for mass mailing to new clients.
• Hot KP intended for those who have already been contacted by phone, email or in person.

Why do companies write CP?

• Present a new or updated product (in the second case, demonstrating improvements);
• Inform about promotions, sales, and individual offers. A distinctive feature of such a commercial package is restrictions on the validity period or quantity of the product;
• They thank you for your previous purchase, ask for feedback, and unobtrusively offer another product. The client is already familiar with the company’s work, and it is easier to push him to a new deal;
• They invite you to a presentation of a company or its product.

Commercial proposal: what should contain

Denis Kaplunov, copywriter and software development specialist in his book “An Effective Business Proposal” he identifies the main components of a proposal:

• Title;
• Offer;
• Selling price;
• Call to action.

Let's look at how to correctly compose a commercial proposal - section by section.

Letter header

Lead

Examples of how to write a lead CP:

1. Press on an important problem for the client - lack of clients, competition, lack of ideas for new products.

If you want to double the number of clients at your fitness club in 2 months, then this information is for you.

2. Draw a picture of a bright future when the client's problem is solved.

Imagine that your hotel is booked to capacity all year round, and room reservations are booked months in advance.

3. Mention the key benefit of the offer or outstanding customer results.

With us, you can reduce the cost of maintaining accounting documentation by half in the first month.

4. Intrigue with the novelty of the product - this always attracts attention.

Especially for the New Year, we are offering a new product - our branded sweets in gift sets, and much cheaper than when purchased separately.

Offer

Offer (from English offer) is a specific proposal, the heart of the CP. It should contain a brief description of your product with key features as well as customer benefits. You need to explain to the client why he should buy from you, and not from competitors. This means you need to show what else you can offer besides the product:

• Discounts (seasonal, wholesale, holiday, cumulative, for pre-order or prepayment, etc.);
• Efficiency and availability of service and/or delivery;
• Convenient payment (installments, credit or deferred payment, combining cash and non-cash payments, settlement through payment systems);
• Several product versions with different prices.
• Present. Coupon for your next purchase, free equipment setup, a set of Christmas tree decorations for the New Year. Accompanying gifts work well: blinds when purchasing windows, a lock when ordering a door, etc.
• Product warranty and free maintenance.

Important nuance: If you want to make your commercial proposal as attractive as possible, do not lie to your clients and do not promise the impossible. Such tactics will only do harm in the long run.

Price

The most important thing is to indicate it. Otherwise, most potential clients will go to competitors, not wanting to waste time finding out the cost. Next, these numbers need to be justified. If the cost is significantly lower than that of competitors, this is already an excellent argument. If not, find something to stand out. These are all the same discounts and bonuses, product guarantee, speed and quality of service, gifts, exclusives.

Example

Our taxi services are 5% more expensive than our competitors, but we have a child seat in every car and you can transport pets.

For expensive complex services, a detailed breakdown of the components of the package works great, as well as a detailed calculation that demonstrates great benefits for the client in the future. Another effective technique is splitting the price in terms of a short period of time.

Example

A month of using the cloud CRM system on the “Start” tariff costs 1,100 rubles for 5 users - that works out to 220 rubles per month for each. And if you immediately pay for access for six months, you get a 20% discount, that is, access for each employee will cost only 176 rubles per month - that’s only 6 rubles per day. Agree, it’s a ridiculous amount of money for a program that automates business processes, integrates with mail, telephony and SMS messaging services, generates analytics and helps manage a business.

Call to action

Here you need to indicate what exactly do you want from the client: order, call, write, follow a link, visit the office, provide contact information. To hurry a person up, write down a limit on the duration of the offer or the quantity of the product. Or you can save some benefit for last: promise an additional discount or free shipping when ordering right now.

How to make a commercial proposal for cooperation

How to write a proposal for cooperation? Similar to offering goods! If you want to offer your professional services, prepare a compelling commercial proposal.

The standard cooperation proposal template includes five blocks.

1. Letter header. To prevent your letter from getting lost in a dozen advertising offers, write your real name and indicate how you can be useful.
2. Lead. Tell the client what problem you can solve. Lead is not the place to list your credentials. The first person who interests the customer is himself.
3. Offer. Tell us about your experience and how exactly you can help the client. An excellent option is to provide cases so that the customer can evaluate the results.
4. Price. Don't hide your prices, talk about them directly. If you understand that you are asking more than other specialists, explain why this price is justified.
5. Call. Invite the client to contact you in a convenient way: provide links to social networks, phone number or email. Offer to save your contact even if the service is not yet required.

The best commercial offers: examples

We have selected for you samples of commercial proposals that are high-quality in both form and content. Download CP templates, study and adapt them to your products.

The main task at the beginning of any business, and even when expanding it, is to know about the fact of your existence in principle and about the nature of the services provided, the work performed, and so on.

In this case, it is difficult to do without using commercial offers. How to competently and effectively compose such an appeal, how and when to apply them is far from an idle question.

How to present your capabilities to a client

Let us conditionally divide the types of commercial offers into two types - primary and final.

Initial offer - from the term itself it is clear that we are talking about the first contact with a potential client. Depending on the results of the initial submission, the final submission is formulated. Of course, the fact of sending such a document implies some kind of reaction from the potential partner to the initial appeal. This could be an initiative telephone conversation, a face-to-face meeting, or a written response to a proposal expressing a certain interest in the subject of communication.

Initial contact with a potential client

By the time of mailing, samples of commercial proposals for each appeal option should be thought out and developed. An initial proposal is a written analogue of initial communication with a potential client, when something is known about him, but he knows nothing about your capabilities. The task is to interest the future consumer of services in a brief and unobtrusive form.

Such a commercial offer to clients is the subject of a mass mailing. are sent to a wide range of potential consumers of the company’s services with the initial presentation of services or work.

Primary appeals are characterized by a number of advantages:

• Commercial proposals are developed according to a single template designed for the target audience. This approach provides advertising without spending a lot of money and time.
• Wide coverage of potential customers is quickly achieved - quickly alerting a wide segment of consumers about the emergence of a new service or a new service provider on the market.
• It is possible to establish direct contacts with many clients in the shortest possible time thanks to personal telephone contact. The right to such contact is given by the initial appeal.

However, primary proposals also have a number of disadvantages:

• The impossibility of a specific offer to the client, which can only be generated from an awareness of his personal needs and preferences.
• Most of the messages sent out will not even be read by clients and will be thrown into the trash. This is wasted money and time.

If out of fifty emails sent, connections are made 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 sent to a specific person. Usually the direction of the second appeal is preceded by:

• personal one-on-one negotiations;
• initial telephone conversation.

This in itself is an important advantage. “Warming up” the client becomes optional; the discussion can already proceed on specific issues and clarification of mutual further actions.

Several rules have been developed to make the preparation of a commercial proposal as effective as possible:

1. Sample commercial proposals are developed based on the collected information about the potential client, his need for services or work. Therefore, during the first communication, you should find out, at least as a first approximation, what goods or services the client needs, what prompts him to accept the offer of cooperation, what goals he pursues by 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 solution options to choose from.

Mixed commercial offer

This is the most perfect form of initial contact with a potential client. It requires a more scrupulous approach and involves preliminary preparation. It is necessary to collect primary information about the client’s company:

• determining the person for the first person of the organization is not always effective; it is necessary to identify the person interested in the proposals of your activity profile);
• collect information about the main activities of the enterprise, make it clear to the client about their interest in cooperation;
• if possible, identify the problematic issues of the future client, sort out those that suit your specialization profile and first work out several options for possible mutually beneficial cooperation.

Developed of this type will not be used at random, they will demonstrate seriousness of intentions and interest. It is wise to think through and draft sample proposals for each type of proposal in advance.

Knowing how to sell a product or service is an art. The ability to correctly draw up a commercial proposal for the performance of work or the provision of services is an assessment of the ability of a manager 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. This tenth part contains the chance to interest the client. A poorly written commercial proposal will result in loss of time, money and the client.

Ten principles for writing a successful business proposal

1. Statement of benefits. When drawing up an offer, you need to start by indicating the benefits that the client will receive by purchasing a product or service. To do this, you need to understand what problems concern the client and pay attention to the possibility of eliminating or smoothing out their impact.
2. Identify the benefits that the client will gain from cooperation. Formulate 6-8 advantages, even if they seem fantastic, and arrange them in a sentence in descending order of importance.
3. Indication of uniqueness. A potential client must immediately understand that only the proposed service can solve all his problems, that is, the proposed service or product is unique.
4. Not you for us, but we for you. You should not praise yourself, pay attention to your usefulness to the client - he is not interested in your advantages, but in his own problems.
5. You need to sell the result. Relatively speaking, what is sold is not a fishing rod, but the pleasure of fishing and outdoor recreation.
6. Your client is the best. It is necessary to convince your partner of its importance and significance.
7. Evidence. The most convincing thing about advertising is positive reviews from other customers.
8. Build algorithm of actions. The client needs to know exactly the sequence of actions to purchase. There is no “cloudiness” or ambiguity.
9. Push. Three days after your conversation, the client will completely forget about you, so you need to unobtrusively encourage him to take immediate action.
10. Ease of perception. Think about how to correctly compose a commercial proposal so that it is brief, extremely informative and specific.

Commercial proposal samples

Strictly speaking, giving specific samples is more harmful than beneficial. When writing an appeal to a potential client, you need to take into account his problems and needs and your capabilities.

A commercial proposal for the performance of work or the provision of services should not contain some typical errors.

The first mistake is that you cannot be sure that the client will not read a long letter. If you managed to interest him in the first few sentences, he will finish reading. The footnote “P.S.” will also help. at the end of the text, oddly enough, it is also read first and it should also be interesting.

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

Mistake four - claiming that your product is the best, do not provide evidence of this in the form of reviews and recommendations.

Conclusion

The importance of a properly compiled and executed commercial proposal cannot be underestimated. The success of the organization largely depends on this step, especially at the beginning of the journey. Commercial proposal samples are easy to find, but remember: they must be personalized and specific to the client. I wish you success!

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. Recently, a commercial offer in the form of a presentation has become increasingly popular.

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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.

In your commercial proposal, try to include reviews of the company’s work, visual images, and photographs.

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.

A commercial proposal for the supply of goods is an important document for product promotion. It combines two functions: presentation of product characteristics and informing potential customers about the conditions for its sale. A well-drafted document will allow you to establish a sales area and find new partners.

What is a commercial offer: its functions and types

A commercial proposal is a type of business documentation. It contains a technical description, competitive characteristics of the product and conditions for its sale. It is in writing and calls for cooperation.

A well-written document performs 3 functions:

• advertising of products sold;
• expansion of the sales market;
• maintaining partnerships with existing customers.

There are 2 types of commercial offers:

• Cold (mass). This message is not identified because it is intended for a wide range of people. Mainly used to inform potential buyers about a new product or improve the characteristics of an existing one. An email from a mass mailing may be considered spam, which reduces the chances of closing a deal.
• Warm (personalized). It is compiled for a specific target audience, the needs of which have been thoroughly studied. The document must indicate the name of the company and full name of the recipient. Such a business letter receives more responses than a non-personalized one. The sales or sales manager is responsible for its development. The text of the document is agreed upon with the manager.

Basic rules for developing a business letter

Development and formation does not require financial investments. A business letter is a powerful tool for promoting a product. Only a well-drafted document can encourage business representatives to enter into economic relations with a potential supplier.

The document should contain only information that is of value to the potential client. Before developing a commercial proposal, it is important to study the details of the addressee’s business: needs, problems that he can solve when purchasing products, and others.

Particular attention should be paid to the title, as it attracts attention and arouses interest in the offer.

The commercial proposal must focus on the following parameters:

• favorable pricing system;
• wide range of products;
• possibility of payment in installments;
• short delivery times;
• warranty support;
• availability of a discount system;
• line of additional services.

Important Details

A dry description of the characteristics of products sold is a useless job that will not receive positive feedback from customers. It is important to reflect the buyer’s benefit when purchasing a product, taking into account his real needs and difficulties. In other words, a business letter should tell what problems the client can solve by purchasing a specific product.

The lack of a price list and a price setting algorithm can be considered a drawback of the commercial offer. The client must understand what factors make up the cost of the presented product.

Obviously, it is impossible to reflect all technical and organizational issues in one document, therefore, at the end of the offer, contact information (telephone number, email address, fax) must be indicated.

7 details of a business letter that increase its effectiveness:

• results of the research;
• specific information in digital format;
• confirmation of additional benefits for the client;
• availability of graphs and tables to reflect dynamics;
• the presence of unique pictures and photos for clarity;
• information about major partners (increases the reputation of the supplier);
• information about successful cooperation or reviews from major clients (work for the image).

Structure

A business letter should not be too long or short, describing only superficially the benefits of the product. Ideally, a commercial proposal is 1–2 pages long. The document has 4 main parts:

• information about the addressee (name of organization, full name of recipient);
• title - calls for studying the proposal;
• the main part (description of the product, advantages, benefits from cooperation);
• contact details.

A business letter must contain the following points:

• name of the organization and its logo;
• Full name of the addressee of the business letter;
• document's name;
• date of dispatch and registration number;
• specific delivery dates for products;
• installment terms and methods of payment for goods;
• detailed description of products with photos;
• description and argumentation of tangible benefits;
• price formulation;
• Validity of the offer;
• Contact details;
• Full name and signature of the employee.

Decor

If the document is sent in paper form, the paper must be of good quality. Letterheads demonstrate the solidity of the company. When designing, it is better to choose a single font that is as easy to read as possible. For clarity, headings can be highlighted in bold.

The design of the document does not have a serious impact on the promotion of the commercial proposal. But there is a risk that potential clients will not like it.

An important element of the offer are tables and calculations. When registering them, you must be guided by the following rules:

• The table must be placed on one sheet. Complex calculations are inappropriate as they make it difficult to study the proposal.
• The final results of calculations should be placed at the beginning of the table. The client is primarily interested in the volume of potential costs, and only then the items from which it is composed.
• A column must use only one unit of measurement.
• When composing a business letter electronically, it is advisable to add built-in formulas. This will allow the recipient to independently calculate the cost of the product.
• The text in the table should be easy to read.

Mistakes that hinder the progress of a business letter

A business letter will not receive a response if it contains the following errors:

• the document was developed without prior study of the demand of the target audience;
• the letter was sent to companies that are not interested in the product being sold;
• the terms of cooperation are non-competitive;
• the document contains only a description of the technical characteristics of the product, the “Benefit Argumentation” block and the pricing algorithm are omitted, there is no call for cooperation, and no contact information is provided;
• the letter contains cliche phrases that make it uninteresting;
• there are spelling and grammatical errors;
• defiant design;
• presence of slang.

The document cannot indicate the loss of the client’s competitive position in case of refusal to cooperate.

5 successful commercial offers for the supply of goods

Examples of effective commercial proposals:

• fashionable clothes for teenagers, clear and concise;

• construction board: nothing superfluous, good photos and detailed contact information;

Functions of the CP for the supply of goods

By drawing up this document, which is of an official nature, the businessman plans to achieve a solution to one or more of the following issues:

• expansion of the sales market;
• search for new partners;
• way of informing regular customers;
• mechanism of the organization's marketing policy.

IMPORTANT! To compile and distribute commercial offers, you do not need additional financial and intellectual resources, as for high-quality advertising. A well-written CP sent to a potential target audience practically guarantees the success and effectiveness of sales.

We do not contradict the general rules for drawing up commercial proposals

Any commercial advertisement is, in fact, a business advertisement, that is, a “selling” text, however, subject to the established requirements of business practice. Therefore, the text of the CP for the supply of goods, like any other CP, must contain some mandatory points:

• title – interesting, attention-grabbing, specific;
• offer – the purpose of the offer is stated in a laconic form;
• description of the subject of the CP - briefly outline the features;
• benefits for the client - a list of advantages of cooperation with your organization;
• terms of cooperation – contact information;
• additional bonuses - discounts, benefits, opportunities;
• a call to action is a practical guide for further actions of a potential partner.

FOR YOUR INFORMATION! If we are talking about a “hot” CP, that is, addressed to a specific, possibly permanent partner, a personalized appeal is mandatory. It is also considered good form to thank you for your attention to your proposal.

Specific points of sales CP

The subject of this type of commercial proposal is a specific product, that is, a material thing, which dictates some features in the preparation of such a document.

The main difference between a proposal for the supply of goods and an offer for the provision of services is that a product is a material resource. Therefore, it is necessary to select a certain base on which the proposal for its sale will be built. Such a basis can be one of the qualities or properties of the product or supplier.

1. Uniqueness of the object for sale. If your organization produces an exclusive product or is an exclusive supplier of something that has no analogues in this market segment, then selling such a product will not be difficult - you just need to competently inform the potential target audience about it.
2. Price-quality ratio. When a buyer has a choice about who exactly to buy a particular product from, he will prefer to deal with lower prices or exceptionally high quality. When drawing up a commercial proposal, the entrepreneur will decide what to focus on - lower prices than competitors or better quality (the last parameter needs confirmation and evidence).
3. Delivery times. For high-priced, seasonal, high-tech products, etc. The emphasis on meeting deadlines for delivery of goods will be relevant.
4. Features of the service. A specific product, for example a perishable one, is much easier to sell if you help the client resolve the issue of its delivery. For example, if your company grows seasonal berries, the buyer is unlikely to be interested in pickup, but delivery to retail outlets will ensure demand.

NOTE! If the provision of services is a permanent process, then the sale of goods, as a rule, is tied to a certain time frame. Therefore, in this type of commercial contract it is necessary to indicate the period of its validity, during which the information provided and especially the indicated prices are relevant. A response time limit encourages your partner not to shelve your proposal.

Mistakes that nullify the effectiveness of CP

The prevalence of CP as a type of business documentation has made it possible through experience to identify a number of points that should be avoided, since they can not only reduce the success of your application, but also seriously damage the reputation of the company. So, when offering to buy a certain product from your organization, remember that the following are unacceptable:

• too long and confusing phrases with periods, enumeration, subordinate clauses;
• self-admiration of your product and company (replace with benefits for your partner);
• well-known things, especially those described in detail;
• detailed specific justification for the product;
• slang, ambiguity, familiarity.

Examples of a commercial proposal for the supply of goods

In these examples, the design of the text (the use of certain fonts, colors, illustrations, composition, etc.) is left out of the equation. We present to your attention templates of the text of the offer for the sale of a particular type of product. Suppliers, contacts, types of goods and prices are conditional.

Commercial proposal for the supply of building materials for concreting

A solid foundation for your building

StroyService LLC offers to purchase materials for concrete work:

• sand;
• concrete;
• fittings

What do we offer:

• possibility of delivery to the specified address;
• minimum delivery time (from two hours);
• prices are 15% lower than competitors (we work with suppliers directly);
• high quality products (more than 150 positive reviews this year).

Why should you buy from us?

1. Low minimum order amount – from 3 thousand rubles.
2. Prepayment of 10%, main payment after delivery.
3. For large quantities of goods, payment in installments is possible.
4. Guarantee of meeting deadlines - if there is a delay of more than 2 hours, we return 15% of the order cost.

Only in our company specialists will calculate for you the required amount of materials for your scope of work for free!

It is profitable to buy from us

Until the end of the commercial offer, prices will not change, no matter what happens on the market. The price includes delivery within the city.

Price list for our products

We do not hide our prices!

Those who respond before the end of the month receive a 10% discount on their first order.

Contact us!

Call (№№№) 555-55-55 (customer service manager Ivan Petrovich Metrovchenko).

Write to us by email: [email protected].

Complete information about the company and products on the official website www.stroyservis.ru.

Commercial offer for the sale of diaries

The best gift for a business person - colleague, boss, partner

New Year holidays are approaching! Have you already decided how you will show your attention to your business partners?

JSC "Agat" sells diaries, notebooks and BESSER notepads from one of the leading manufacturers in Germany.

Reasons to choose BESSER

1. The quality of the gift will be appreciated! Any BESSER stationery product is a hundred-year tradition of German order and a traditional European approach to production. This is felt at the first touch. Such a business accessory will delight you with its impeccable quality for a long time.
2. Exclusivity. BESSER products are made from premium coated paper and bonded using a special patented method. The notebook will not crumble, even if one or several pages are torn out of it. The elegant appearance and constant practicality of such an item do not disappear throughout its entire service life.
3. Wide choice of design. The covers of BESSER diaries are made of high-quality leather, the corners are treated with aluminum, and in special series - metal with gold and silver plating. You can choose any cover design, all the same, each BESSER will look expensive and status. The assortment is updated annually.