The success of a deal largely depends on a competent commercial proposal. We figure out how to compose it correctly to show the value of a product or service, justify the cost and interest a potential client.
What is a commercial proposal?
A commercial proposal (CP) is a marketing tool with which a company talks about its products and offers cooperation to a person or another organization.
Such a document is prepared by the seller and then sent or transferred to the potential buyer. Usually, the CP indicates the characteristics of the product or service, their advantages, cost and other important information that may influence the client’s decision.
In fact , it is any informational letter, in a corporate style, paper or electronic, in which you offer to buy a product or learn more about it.
If a company’s commercial proposal is composed correctly, it evokes emotions and interest, and then qualitatively transfers the client to the next stage of the sales funnel.
In what cases is a CP needed?
Most often, a commercial proposal is used in B2B, when companies cooperate with each other. The transaction cycle and the number of people making decisions are larger in business, so you need to carefully argue the benefits. This is where a commercial proposal helps.
In the B2C sphere, when a business sells to the end consumer, commercial proposals are used less often. As a rule, if you need to offer something large or individual. For example, a commercial proposal for building a house or interior design.
Objectives and goals of the CP
Many people mistakenly believe that the main goal of a commercial proposal is to sell. This is not entirely true. The main task of a commercial proposal is to move the client to the next stage on the path to purchase and encourage them to perform a target action. For example, so that a person.
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Types of commercial proposals
There are different types of commercial offers, depending on the degree of their personalization and whether there has been previous contact with the client:
- Offer. A template CP in the format of a public agreement that does not require signing. Most often posted on Internet resources. It specifies exact prices, technical characteristics of the product and terms of cooperation. It is impossible to refuse those wishing to purchase under such an offer. If you do not want this, then add the line to the CP: “This is not a public offer.”
Structure of the commercial proposal
The content of the commercial proposal depends on its purpose and level of detail. Let’s consider 10 typical blocks that are most often included in a commercial proposal.
1. HatIn cold CPs, the header should be placed in the upper right corner of the document. In hot proposals, the information can be provided on a separate title page.
These include:
- logo and company name;
- sphere of activity;
- manager’s name and contact details;
- Brief details – Taxpayer Identification Number (INN) and Checkpoint Registration Point (KPP).
You can also add a summary of the previous conversation with the client to the beginning of the commercial proposal. The second option is to remind about the agreements in the cover letter.
2. Headline
The topic of a commercial proposal should attract attention, reflect the client’s problem and its solution, benefits. The ideal title is short and capacious, but at the same time specific and targeted at a specific audience.
In the title of a hot commercial offer, it is better to specific database by industry marketing indicate specific details of the request. To strengthen it, you need to add a few words about the advantages of the product or service, its uniqueness or the current promotion. For example, “Offer for a comprehensive cleaning of your office with a personal discount of 15%.
For cold sales pitches, you can use one of these techniques:
- Description of details. Add details of your offer to the title so that the client immediately understands the essence of the product or service — what the company does. For example, “Premium auto parts: Mercedes-Benz, Lexus, Land Rover, BMW, Audi. Licensed supplier, delivery in 3 days.”
3. Lead paragraph
After the title in the commercial proposal, there is usually an introductory paragraph, which focuses on the client’s current problem and explains how the product will solve it.
4. Offer – the essence of the proposal
This is the main part of the commercial proposal. It briefly but succinctly describes the essence of the product or service, its USP and main characteristics, provides information about additional services, delivery times and other benefits for the client.
8. Call to action
The next step is to call the potential client to a specific action, for example:
- call us;
- leave a request;
- Place your order.
Add a bonus for speed, for example, “We give an additional 5% discount if you contact us within a day.” And provide the client with easy entry into the company: “Manager’s visit and consultation are free.”
9. Contacts
Immediately after the call to action, you need to provide contact information:
- manager’s name, phone number and email;
- messengers that can be used for communication;
- company address, link to website, blog and social networks;
- detailed details.
It’s okay if some of the information duplicates the header of the CP. At the beginning of the letter, contacts are provided for the convenience of the client, and here – to increase conversion to the target action.
10. Postscript
This is an optional block. It is added to further increase the effectiveness of the letter. Here, the final arguments in favor of the company are given so that the client makes a decision sooner.
How to write a commercial proposal
To correctly draw up a commercial proposal, you need to follow three main steps.
Step 1: Research your audience
Creating a commercial proposal begins with collecting information about the target audience of the business. To develop an effective CP, you need to understand who these people are, where they live, what they do and are interested in. Also think about where to find their contacts.
Step 2: Analyze your competitors
Before drafting a commercial proposal, collect data on key competitors in your industry and study their commercial offers. Pay attention to these points:
- competitive advantages and USP of a product or service;
- price level and its justification;
- the audience that the company is targeting.
Step 3. Compile and formalize the commercial proposal
Write the text of the commercial proposal, check it for phone number it literacy and simplicity of presentation. Avoid long and confusing formulations and specific professional terms. The CP should be understandable even to a newcomer in your field.
Typical mistakes
Here are some common mistakes companies make when writing a business proposal.
- Too big and detailed CP. The offer should not be huge, do not try to include the entire company catalog in it. Adapt the volume to the type of contact – cold, warm or hot. Focus on the most important details .
- Value judgments. Unfounded conclusions and laudatory phrases about a company that are not based on facts and statistics can alienate the client. For example, you cannot call a company the best in its field without indicating the corresponding industry rating.
Let’s sum it up
A commercial proposal is a document that a seller sends to a potential client and thereby invites him to cooperate. A modern commercial proposal is an important sales tool.
