Commercial offer sample for repair services. Sample commercial proposal for the provision of services - rules for registration. Types of services for which they are compiled

10.04.2020

commercial activity transport company consists not only of registration, mutual settlements with counterparties and the organization of our own fleet. It is important not only to maintain internal order and strengthen ties with regular customers, but also to attract new ones by timely advertising campaigns, developing discount and bonus programs and sending commercial offers to potential partners. The latter makes it possible to notify about the services offered pointwise, referring to a specific legal entity, and not to the entire target audience.

For cargo transportation, it’s no more difficult than writing. The main thing is to imagine what blocks the text should consist of, and follow the recommendations below.

How to make a commercial offer for cargo transportation?

As well as, the offer for cargo transportation should be focused on the target audience - this is the main recommendation, without which you can forget about the effectiveness of the marketing move. Sole proprietor or entity need to have their products moved by a third party; if transportation is carried out by the manufacturer or consumer, it actually makes no sense to send a commercial offer.

Important: no matter how profitable the proposal for the provision of transport services in itself may be, it is likely to be rejected if it is illiterate, contains gross errors, or does not fit the style of the format business letter. If the owner of the transport company or subordinates do not have the opportunity to write a high-quality commercial proposal, they should contact a specialist - a marketer or copywriter, and if possible, involve a graphic designer who will be able to develop a unique letter design.

Another important requirement for a commercial offer for cargo transportation is its brevity. A potential counterparty to whom a document is sent will not read several pages of small text containing all conceivable information about the services provided. It is enough to interest the future business partner - the rest can be discussed by phone, e-mail or in person.

According to modern standards business correspondence The commercial offer for cargo transportation should fit:

on one sheet of A4 format, if it contains only text without images, tables and diagrams (the volume of the text is approximately 2-3 thousand characters without spaces);
on two sheets of the same format, if it includes additional information - photographs, specifications used vehicles, graphics, etc. (the volume of the text is the same plus a few explanatory inscriptions).

The text of the commercial offer should be as short as possible, but capacious, so that the recipient of the letter has the opportunity to get an idea of the entire range of services offered by the transport company. You should not dwell on general offers or self-praise: it is first of all important for the counterparty to know with whom he will work, and not what opinion about the company its head has.

Commercial offers for cargo transportation, like any other, can be of two types:

"Cold". They are sent to an unlimited number of recipients, and therefore are impersonal: the sender does not focus on the specifics of the recipient's business and, of course, does not address the latter by name, being content with a general greeting. Due to their versatility, they are not very effective and are used only for the initial selection of potential customers: subsequently, individual work will be carried out with each respondent.
"Hot". The addressee in this case is a specific person or organization, which means that the compiler of the document can use the entire arsenal of verbal influence on a possible counterparty - from a personal appeal to pointing out the special needs of his business and recognizing past commercial successes and merits. They are much more effective than “cold” ones and do not involve intermediate stages of cooperation: immediately after the recipient’s response, you can start negotiations.

Advice: it is better to prepare commercial offers for the provision of transport services of both types - both “cold” and “hot”. This will give the company the opportunity to find new customers without interrupting interaction with old ones. Below are examples of such proposals, modifying which, you can build a continuous cycle of communication with contractors.

A good commercial proposal should consist of the following blocks:

"A cap". May include the sender's logo, company pattern, full-page border or border, the full official name of the company, executed in such a way as to be a visual complement to the logo, and other significant graphic and textual elements.
header. The text in it should interest the addressee and encourage further reading, and therefore it is better to use not a dry name like “Commercial offer”, but the company’s corporate slogan or, if there is none, a slogan drawn up for the occasion.
Greetings. For “cold” emails, it can be the most general (“Dear colleagues!”) or absent altogether; for "hot" - sufficiently updated, with a mention of the name of the future counterparty, the name and patronymic of the head of the company or private entrepreneur and previous facts of cooperation ("We are glad to welcome you again!").
The essence of the proposal for the provision of transportation services. It should fit in one paragraph, and even better - in one phrase. Details will be given in the next block.
Main part of the offer. Here, without going beyond the specified framework, one should list the main conditions of transportation, the advantages of cooperation with the addressee, clarifying details (graphs, diagrams), optionally a small price list and positive examples of cooperation with well-known Russian and foreign companies, as well as reviews of the most influential counterparties.
Conclusion. If the commercial offer is "cold", it may just be a call to action ("Call and check!"); if "hot" - a few kind words addressed to the recipient and an assurance of the need for further cooperation.
Signature "With respect ..." or similar to it. In this block, you should give the name not of the originator of the document, but of the head of the transport company, as well as contact details, using which you can contact the addressee's representative.

Commercial offer for cargo transportation - sample

Today at global network can find set or shipping products. Below are five sample emails: four "cold" emails suitable for mass mailings, and one "hot" email targeted at a specific recipient.

Like , these texts can and should be modified, adjusting them to current situation: the more accurately the letter corresponds to it, the greater success among the recipients is guaranteed.

Sample #1

Transport company "Always on wheels" - speed, reliability and constancy!

Dear Colleagues! Our transport company, which has been on the market since 2015, is engaged in all types of cargo transportation (from bulk and regular to single deliveries) throughout Russia and the CIS countries.

We work with individual entrepreneurs and large domestic companies always with the conclusion of a formal contract for the provision of transport services. Our advantages include our own fleet of vehicles with modern vehicles capable of delivering your cargo anywhere in the country in the shortest possible time, a responsible approach to solving logistics issues, transportation insurance at our expense and, of course, competitive prices. We guarantee that any of your shipments will reach the recipient safe and sound, and if necessary, we ourselves organize the processes of disassembly and assembly of overall units and mechanisms.

Our offer:

delivery of any postal items(letters, parcels, parcels) without intermediaries - you just need to pack the item and indicate the destination address;

container transportation from 1 to 50 tons in Russia and abroad - we take care of customs clearance and other formalities;

tracking cargo from the point of departure to the destination using modern trackers of increased accuracy;

at the request of the client - forwarding at the points of loading and unloading of goods at the expense of the transport company;

you can pay for transport services in advance, after the fact or in installments - we will consider any suitable option and add payment terms to the contract;

only professionals work in our team - you can not be afraid for the safety and speed of delivery of the shipment.

You can check the price list on our official website. To discuss the details of cooperation, use the phone number below, write an e-mail or contact us on social networks!

Our work is a guarantee of your peace of mind and good mood!

Sincerely,

Sample #2

Transport company "Always on wheels" - we deliver anything, anywhere and almost for nothing!

Dear friends! Our company specializes in cargo transportation and delivery of postal items. We have been operating since 2015; Among our clients are both private entrepreneurs and large companies And state enterprises. You can get acquainted with their reviews, as well as the price list and detailed conditions of cargo transportation on the official website of Always on Wheels - do not forget to bookmark it!

The sphere of cargo transportation is too specific: trusting a shipment, whether it be a unique item or a batch of standard products, from a company that does not have the experience, means exposing your property to unreasonable risk. Only professionals with many years of experience work for us - from loaders and assemblers to drivers and logisticians. And so that you do not worry about the safety of the cargo while it is on the way, we will insure it at our own expense - each unit individually or the shipment as a whole! And, of course, we will not forget to make a detailed inventory - no matter what happens, the addressee will receive the shipment in its entirety and in the proper quality.

In our work, we use modern shipment trackers that allow you to monitor the movement of cargo in real time: you get a batch number, enter it on our website and see exactly where your package is. If necessary, we provide forwarding services at our own expense at the starting and ending points of transportation - do not forget to mention this before signing the contract!

The main activity of our transport company is container transportation from 4 to 45 tons throughout the country and abroad. By custom order we also deliver small items (letters, parcels and parcels) with a guarantee of complete safety and drawing up an official contract for the provision of services.

We offer customers several payment options: preliminary, full or partial, after the fact and in installments. Give us a call or send us an email and we'll be happy to discuss the details!

"Always on wheels" - the recipient is closer than you think!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #3

"Always on wheels": your cargo is our solution!

Since 2015, the Always on Wheels transport company has been providing services for the transportation of any items and cargo - from letters and parcels to wholesale deliveries of products. We guarantee fast and careful delivery to all corners of Russia and the Commonwealth of Independent States - all you need to do is prepare the shipment and indicate the destination address.

The main advantage of our company is our own fleet of vehicles, consisting exclusively of modern cars. Each of them is equipped with GPS trackers - which means that your cargo will not be lost, no matter where you send it!

Moreover, we have developed a special shipment tracking system available to each client: you get an individual batch number, after which, by entering it on the Always on Wheels official website, you can instantly find out where your letter, parcel or container is now. It's simple and completely free - and to give you confidence, we offer a free (!) freight forwarder service at the loading and unloading stage. Do not forget to mention them before drawing up the contract - this option is included in it as a separate clause.

"Always on Wheels" is a team of professionals in their field: here everyone (from the loader to the logistician) knows how to ensure the safety of the cargo. We insure shipments at our own expense and in the format that suits you best: each unit can be insured separately, and if you are sending a bulk shipment, we will conclude a single contract with the insurer providing for a full refund in case of unforeseen circumstances.

Our special pride is the established relations with the most prominent domestic and foreign trading companies. You can read their reviews about "Always on Wheels", as well as leave your own on our official website. For regular customers a discount program has been developed, participation in which allows you to save up to 30% of the cost of transportation according to a standard contract. Find out how to start saving now - check out special offer for new clients!

Use the services of "Always on Wheels" - do business, and leave the logistics to us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #4

"Always on wheels" - forward to new achievements!

Transport company "Always on Wheels" is an organization of federal significance, which since 2015 has been providing services for the transportation of goods both in Russia and abroad. When concluding a contract on individual terms, we will deliver your cargo to anywhere in the world - the cost of the service is determined based on your needs and our capabilities!

Our advantages:

own fleet of modern vehicles designed to move cargo of any weight and dimensions;

the state consists exclusively of professional staff- from loaders with extensive experience and certified assemblers to drivers and logisticians who annually take refresher courses;

for regular customers there is a unique discount program that allows you to save up to 15% of the standard cost of transportation according to the contract from the fifth departure;

for our new partners, we regularly hold the “Now on Wheels” promotion: join and get a discount of up to 10% and a set of branded souvenirs right now;

we insure all shipments (from letter to container) for full cost cargo at your own expense - even in the most unfavorable circumstances, you will receive 100% compensation for the loss;

if necessary, we provide free forwarding services at the starting and ending points - this option is fixed in the contract for the provision of transport services;

you can pay for cargo transportation according to several schemes: before shipment, upon arrival at the recipient or in installments;

If we do not fulfill at least one clause of the contract, you will receive the money back in full.

You can learn more about the offer, as well as read the reviews of our customers and leave your own on the official website of the company. To contact us, call the number below, send an email, or visit one of our social media pages.

"Always on wheels" - come with us!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Sample #5

"Always on wheels" - your personal forwarder!

Dear Nikifor Egorovich! As part of our cooperation, we are pleased to inform you about the expansion of the range of services. Now we work not only with container transportation, but we also deliver any shipments - from ordinary letter to complex parts and mechanisms. The dimensions and weight of transported objects are not limited by anything.

We have made impressive progress since 2016. Our negotiations concerned transportation in Russia and abroad, and the expansion of your company's client base was accompanied by the provision of new discounts and bonuses from our side. Exactly teamwork became the key to further commercial promotion - both for you and for us.

Since then, we have expanded and significantly modernized our fleet by acquiring modern vehicles, the use of which guarantees the safety of each of your shipments.

We have introduced a system of compulsory insurance for each shipment at your own expense - you can choose whether to insure each unit individually or the entire shipment. This means that even in unforeseen cases, you receive a 100% refund of the cost of the goods - quickly and without the slightest obstacle on our part.

You have already used the services of our forwarder. Now it's completely free - just mention this option before signing the contract, so that we will include it as a separate item.

We are always glad to offer you the services of experienced loaders and qualified assemblers, which is especially important when transporting large and massive components and mechanisms. Now you can send anything by our transport company - up to planes and cars!

Finally, we have launched a full-fledged online tracking service for shipments: just get the delivery number, enter it on our website - and see where in the country your shipment is located! The service is provided completely free of charge.

To find out about all the innovations and get acquainted with the price list that comes into force on December 1 of this year, go to the website of our company - it is available at the same link as before. You can contact us by calling the phone number below or by sending an email.

We look forward to further productive cooperation!

Sincerely,

CEO of Always on Wheels Innokenty Gavrilov.

Summing up

Drawing up a commercial offer for cargo transportation is as much an integral part of the functioning of a transport company as it is. Offers are "hot", focused on a specific recipient, and "cold", intended for mass mailing and involving further "processing" of the client. The text should be well-written, concise and capacious enough to interest a potential client. For greater effect, it is recommended to include graphs, tables and charts in it.

A commercial offer for the provision of transport services consists of the following main blocks: header, title, greeting, essence of the offer, call to action and farewell. If the text of the letter is found on the Internet, it should be modified according to the needs of the sender and the potential client. You should not stop only at "hot" or "cold" offers: by sending out both types of letters, the transport company will be able to create a full cycle of work with contractors - from attracting to retaining them.

One of the leading ways to promote a product is a commercial offer for the provision of services. Its essence is in conveying information about the product to potential customers, expanding the circle of consumers, which is main goal business. How to draw it up correctly in accordance with the samples will be discussed further.

Forms, types of commercial offers and their features

This document may be in written form on paper, it is usually sent by regular mail or courier delivery. Its digital form is delivered to the recipient by e-mail or by the banal transfer of a flash drive from hand to hand.

For companies, timely execution of the proposed services, strict adherence to deadlines is important.

To participate in the tender budget organization you need the perfect balance between quality and price. In addition to basic transportation services, proposals for the provision of security services for the period of moving, compliance with security measures will be very effective.

Performance of construction and installation services

In this area, the most active competition, which means that special efforts must be made to win your circle of customers. This requires special ingenuity, the use of maximum opportunities:

You can read more about the commercial proposal for cooperation in this article:

Acceptable cost reduction without loss of quality. For this, innovative technologies are used, raw materials own production, a minimum of intermediaries.
Efficiency in the provision of services, significantly less time for their implementation than competitors.
The image of the company, attested by reliable, authoritative sources.
The specific structure of the offer with the presence of diagrams, tables, demonstration of examples of services performed in the photo.

Despite the fact that this form of the document will be quite voluminous, you should not reduce it. By the way, if the offer is made in in electronic format, you can actively use links.

Sample:

Provision of cleaning services

Along with the fact that the demand for this type of service is growing, the competition is growing accordingly. The CP must include the following information:

System of discounts for regular customers.
The use of environmentally friendly detergents and cleaning products, modern technologies.
Use of hypoallergenic materials.

When forming a document, you need to take into account to whom it is addressed. If it is a commercial company, the focus should be on economic effect(comparison of the content of full-time staff and the services offered).

For private customers, saving time and safety for health (exclusion of the use of chemicals) are important.

Services for the elimination of the consequences of various kinds of elements - it is important to increase attention to the ability to eliminate mold, remove unpleasant odors.

Sample:

Lawyer services

This area is also quite competitive. You can interest the client in specifics, clearly indicating what problematic issues of the client can be resolved:

High probability of success as a result of litigation (in this case, it is forbidden to give guarantees).
Full support of the company's activities (emphasis on cost savings for a full-time specialist).
High professionalism in the preparation of documents.
Solving issues in state structures.
Free consultations on specific issues.

Sample:

Medical and educational services

Taking into account the fact that these directions are widely represented by the network public institutions should focus on the following points:

Availability of discounts for regular customers or special categories.
There are no queues.
The employees are top notch.
High level of service culture, taking into account individual features client.
Application innovative technologies, modern equipment.

Proposal Sample:

Working with foreign partners

An experienced businessman knows that the specifics of the goals, positions and principles of foreign entrepreneurs differ from those of domestic ones. To be successful in closing a deal, you need to go through the following steps:

To acquaint a foreign partner with their own positions and goals, to study its conditions and proposals.
Find compromise solution on mutually beneficial terms, which should be reflected in the text of the KP.

Relations with foreign merchants are built in the following sequence:

Submission of written proposals and wishes.
Clarification on individual issues (for efficiency by phone).
Final clarification of all controversial issues and an agreement on a meeting.

There are several ways to successfully interact with foreign partners:

Making an offer (written proposal) in the form of a business letter.
Preparation of a set of commercial conditions for the forthcoming transaction, technical conditions are attached to them.
Drafting a contract signed by the exporter. This option is acceptable for regular partners, with a good understanding of their needs.

Standard commercial offers have a high effect on international exhibitions. Here you can take advantage of the moment and in a short period of time distribute previously prepared CPs to those who are interested in a specific area of services.

Wait for an answer or call?

Here you can make an unambiguous decision - to call. According to statistics marketing campaigns it was found that commercial proposals:

are not always sent to the correct email address;
end up in SPAM
sent not to the decision maker (decision maker);
are not viewed due to heavy workload, availability of suppliers or other reasons;
are not always fully understood or do not represent sufficient value for the buyer or the enterprise;

One phone call will help solve all these problems and increase the confidence of a potential client.

After the preparation of the CP, everything is just beginning

The finished offer is just a tool for promoting goods and services, which must go through several stages:

Introduction to the offer.
Studying similar offers of competitors.
Offer selection.

This process must be monitored by the manager, thereby the process of selling goods or selling services will be under control. And this is the main end achievement for a successful business.

A commercial offer for the provision of services is an incredibly powerful and in-demand tool in any business. It helps to form the right offer, tell about the scope of the services provided, and most importantly, bring direct and desired profit.

Recently, a commercial offer has increasingly become a tool in working with potential and existing partners. Samples of commercial proposals for the provision of services - transport, medical, construction, accounting and others will be considered in this article. Here are some tips for compiling this kind of advertising.

What it is

As a type of sales texts that motivate a call to managers or a trip to the office, samples of commercial offers for the provision of services of any plan are a very common phenomenon today. If a person, having familiarized himself with this list, performs one of these actions, this will mean that the compiler has achieved his goal. Since this is a rather subtle and tricky business, despite the fact that it looks very simple, not every manager will be able to master it, and therefore there are numerous samples of commercial proposals for the provision of services (although they do not all and not always work, since specific circumstances).

But the main purpose of compiling this document is always to stimulate the client to complete the transaction. Normal communication with potential or existing partners is very different from the specifics of a written request. And therefore, samples of commercial proposals for the provision of services will be in demand for a long time. This is extremely capacious and at the same time the maximum brief information where the main points are emphasized.

How it's done

In working with partners, there are two types of commercial offers. With potential clients - non-personalized, that is, "cold", which can be offered to absolutely everyone. For example, a commercial offer for the provision of transport services.

A very small number of people never experience the need for transport, most likely they never do. A "cold" version of a commercial offer cannot exceed the size of the text of one page in any way, since it simply will not be read.

specifics

Another option is a personalized appeal to a specific business owner, company director or top manager. It is unlikely that at least one template of a commercial proposal for the provision of services will fit here, since you will have to pay attention primarily to the content, and only then to the structure and design of the appeal. There shouldn't be too much text! The ideal option is two or three pages (however, there are industries where even ten is not enough, and this again indicates the impossibility of using samples in some cases).

If you plan to work with new and fairly large clients, you need to carefully study their procurement regulations, and then, based on this information, build your own commercial offer. It will certainly turn out exactly the way the future customer wants it to be, that is, effective.

Attempt at writing

If a manager makes a commercial offer for the first time, he cannot do without studying the samples, examples are definitely needed to understand the form, to understand the essence. It will take a lot of time, and efforts will have to be made remarkable. First of all, after studying, it will become more clear how to develop the content itself, what must be included there and what is not, and also to identify what needs to be brought to the fore. Only someone else's experience can quickly explain how to make a commercial offer for the provision of services. Examples of such work are presented below.

Commercial offer for rendering legal services you can find anything - and related to civil law, and specifically with real estate, and with inheritance. Some of them can serve as almost ready-made proposals: fill in the required lines with your own data on the type of services provided, change the "cap" with the name of the company, that's all.

Audience

The commercial offer determines the success of the entire business, it is one of the most important documents of any company. And it’s not at all so important whether the manager will use a ready-made template for a commercial proposal for the provision of services or make it up on his own in accordance with his understanding of the sales problem, in any case, first of all, he will need to determine to whom this proposal will be sent. Hence the indispensable changes in the very structure of the document. That is, the composition of the target audience is most important.

These can be completely different people, so the appeal should be drawn up accordingly. For example, a commercial offer for the provision of construction services may be intended for young families to provide budget housing or for people who have already taken place who need a place to relax, that is, the construction of country houses and cottages. Or, for example, children's park services are offered differently than small business lending services, where in the first case the target audience is parents, and in the second - start-up entrepreneurs.

Goals and objectives

The main, and sometimes the only purpose of any commercial offer is the sale of this service. That is why every letter, every stroke of the document should be aimed precisely at this: to interest a potential client so much that he makes a purchase. Already with the first line to be read, you need to hook the client's interest, like a hook, forcing you to read the sentence to the end. If this first step is successful, then the possibility of attracting a new partner is quite real.

The whole structure of the document should work towards this goal, all its components. Whatever the form of a commercial proposal for the provision of services, it will always have three main parts. The beginning is a short and necessarily attention-grabbing phrase. Further, the whole essence of this commercial offer, set out brightly, briefly and succinctly, with the involvement of images, using different fonts and colors. And the conclusion of the document is such that the client was simply forced to continue communication.

Structure details

There are a number of mandatory provisions regarding the form of a commercial offer. Firstly, a header, where the TIN and KPP data are indicated, the company logo, its contacts - phone, postal and email addresses. Next - an indication of the addressee to whom the letter is intended. Name, that is, an indication that this letter is a commercial offer. Date of compilation and number of this document.

A very important point is the indication of the number of the outgoing document. A self-respecting company always maintains an internal document flow, and, for example, a commercial offer for the provision of accounting services with an outgoing number will inspire confidence in the decency of the company, its business qualities.

Further in the document it is necessary to indicate the conditions and possibilities of payment, as well as installments, terms of delivery of services. If the commercial offer is intended for the regions, then it is recommended to attach the entire list of services and the conditions for their delivery.

Document appearance

All positions must be numbered and provided with a short name of the service with the cost of each unit. It is not in vain that they say that it is better to see once than hear a hundred times, so we need pictures - photographs or diagrams depicting this type of service. Technical specifications are also relevant in this case.

At the very end, the document must be certified by the seal of the organization and the signature of the responsible person. And next - the specified period of this commercial offer, that is, its relevance, as well as the relevance of the prices indicated above, and the reserves for the provision of this service. The document ends with the contacts of the responsible manager.

Kinds

Commercial offers can be basic, that is, sent to in large numbers and compiled in a single unique form. Thus, attention is drawn to a hitherto unknown company, the target audience is expanding. Among the advantages of the basic proposals is that a large territory is covered, managers' time is saved, and among the minuses - that there is no personal proposal, and it is highly likely that a person who does not make any decisions will read the letter. And it depends only on him whether this document will go further up the career ladder. Basic mailing is good if one service is offered that is interesting to the widest range of people: water delivery, website development, and the like.
There are also "warm" commercial offers. They are personal because they are sent after a cold call, for example. The advantage of this type of offer will be that at least it is already a little awaited. Here important nuance is that the preliminary identification of the needs of the client is simply necessary. And, for example, a commercial offer for the provision of security services is drawn up if there is information that this potential client has either weak or no security. It is recommended to start the letter with the phrase "At your request, I am sending you ..." or "Continuing our conversation, I am sending the following ...", but the main thing is that in a few days you can already make a second call and specifically discuss the terms of interaction.

The most common mistakes

A commercial offer will not be effective if it is not competitive, if it is sent to people who are clearly not interested in it, that is, it is compiled without taking into account the needs of this target audience.

Sometimes managers do not draw up a commercial offer very well, there are even cases when it is impossible not only to analyze it, but also simply to read it. Or they make another very common mistake: they only consider their own product, and there is no specific proposal in the document, and the benefits for the buyer are not indicated. It also happens that a commercial offer is made in a heavy, hard-to-read style.

What matters is not the quantity, but the quality of the text. The volume should be very, very moderate, it is not necessary to indicate everything at once, the most demanded data should be put at the forefront, and it is better to remove all unnecessary words, since they distract the reader from the motivating information for which the document was drawn up.

An offer - a "catchy section" - is what is offered to a potential client, the most important element of the document on which success depends. Here, when compiling, you need to take into account the following: efficiency, favorable prices, additional services, deferred payment, discounts, guarantees, the prestige of the company, the availability of versions of the service and high results. Experienced craftsmen manage to combine several of these starting points in one sentence.

“Just a dry squeeze on how to make a commercial offer (Compred, KP). We will consider the main approaches and principles with illustrative examples. Also, just below I will provide templates and samples of the structure and text of a commercial offer with links so that you can download and adapt them to your needs.” © Daniil Shardakov.

The purpose of this article is to teach you how to develop a CP that, firstly, will be read. And secondly, after reading which, they will respond and agree to the proposed deal.

What is a commercial offer

Commercial offer is a marketing tool that is sent to the addressee by regular or e-mail in order to get a response. A response is a transfer of a potential client to the next stage of communication (meeting, presentation or signing a contract). Depending on the type of CP, the particular tasks of the tool, as well as its volume and content, may differ.

Types of commercial offers

There are three types of compressors: cold, hot and public offer. The first two types are used in marketing and sales. The third is in jurisprudence.

1. "Cold" commercial offer

"Cold" commercial offers are sent to an unprepared client ("cold"). Basically, it's spam. As practice shows, people do not particularly like spam, but if they are interested in it, then ... this becomes an exception to the rule. For this type of CP to work, you need a quality target list (list of recipients). The "cleaner" this list, the higher the response. If the target list contains general addresses of the form [email protected], then the efficiency of the compressor is a priori reduced by 80-90%.

Let's take a piquant situation as an example. Let's say the head of the sales department of company N has a plan on fire. Less than two weeks before the report, he's tearing his hair out, unsure of what to do, and receives an email with something like this: "5 Ways to Achieve a Monthly Sales Target in a Week." Tada-a-am! Here it is, saving the situation! And the person reads the main text, in which, among the ways, the service that we offer is hidden.

But this is only a special case. The main task of a "cold" commercial offer is to get the recipient to read it to the end. It is worth making a mistake - and the letter flies into the trash can.

This is why there are three main discard risks to consider when designing a cold BC:

At the receiving stage. Gets attention. This could be a subject line if the quote is sent via email, or a custom envelope with a color or form factor if the delivery channel is physical, etc.
At the opening stage. It manages with an attractive offer (it is also called an “offer”), we will talk about it a little lower.
At the reading stage. Gets by using elements of persuasion and marketing chips. We will also talk about them below.

Please note: the volume of a "cold" commercial offer, as a rule, is 1-2 pages of printed text, no more. This is due to the fact that the recipient is not initially configured to read the CP, and even more so he will not read it if the volume exceeds 10-20 pages.

The main advantage of a “cold” commercial offer is its mass character, however, practice shows that when a CP is personalized, the response to it is an order of magnitude higher.

2. "Hot" commercial offer

Unlike "cold" counterparts, a "hot" commercial offer is sent to a prepared client (a person who himself requested a quotation or who was previously contacted by the manager).

"Hot" CPs differ from "cold" ones both in volume (which can be 10-15 pages or slides) and in the approach to compilation. More than that, they give a person the information of interest for making a decision (price, availability, conditions, etc.). Recently, "hot" commercial offers, designed in the form of PowerPoint presentations or translated from PowerPoint to PDF format.

3. Offer

This is a special type of compreds made in the form of a public contract that does not require signing. It is used on the websites of various SaaS services or in online stores. As soon as a person fulfills the terms of the contract (for example, registers on the site), he automatically accepts the terms of the offer.

Quotation offer

Not to be confused with offer. This is completely different. To make a truly powerful commercial offer, you will need a killer offer - the "heart" of your offer (English offer - to offer). This is the point. In other words, a clear statement of what exactly you are offering. In this case, it is desirable to indicate the essence at the very beginning (this is especially true for "cold" CPs).

Please note: the offer is ALWAYS aimed at the benefit for the reader, and not at the goods or services! The easiest way is to make it according to the formula: we offer you (benefit) at the expense (product)

Every day I come across commercial offers whose authors step on the same rake again and again (do not repeat!):

We offer you office furniture.
We invite you to attend the seminar.
We offer you to order website promotion from us.
We offer you to wash your floors.

And so on... This is a gross mistake. Look around: competitors offer the same. But most importantly, there is no benefit for the recipient here. Absolutely none. What will he get from this? What benefits will it get?

I suggest you save up to $5,000 on furnishing your office with chic European furniture.
I suggest that you increase your company's turnover by 20-70% thanks to the information you will receive at the seminar.
I suggest you attract hundreds of new potential customers at a price of 1.5 rubles per person.
I suggest that you reduce the incidence of colds in your employees (and the number of sick days, respectively) through daily wet cleaning.

You got the idea. The main thing is to convey to the recipient the benefits that you offer him, and already goods and services are a way to get this benefit.

In its structure, a commercial offer is somewhat reminiscent of a selling text. And this is natural, since the CP is a special case of a commercial text. But there is one element that makes compreds stand out from the mass of other tools. This is an offer. However, let's talk about everything in order.

0. Footer

The footer most often contains a logo (so that the CP is identified with a specific company) and contact details with a mini-call. This is done to save time and space. One has only to look at the top of the document - he already knows what it is about and how to contact you. Very comfortably. The size of the footer, as a rule, does not exceed 2 cm. After all, for a cold compress of A4 format, every centimeter counts. See how I would put together a sales pitch for, say, my blog. In this case, I'm selling content in exchange for readers' time.

1. Title of commercial offer

Vital element. Especially for a "cold" gearbox. His task is to attract attention and catch on with the benefit.

Note: when it comes to a "cold" compred, the title "Commercial offer" is not the most good option. If only because it is not informative, takes up space and is no different from dozens of others sent by your competitors. In addition, if a person does not expect letters from you and receives something so abstract, he reflexively makes a few clicks: “highlight” and “spam”.

At the same time, for a “hot” commercial offer, such a heading is more than appropriate if the company name is indicated next.

In my practice, headlines (not to be confused with the subject of a cover letter!) work best using the 4U formula. In today's sales pitch test case, the title is a combination of a title and a subtitle.

2. Lead (first paragraph)

The main task of a lead (English lead - to lead) is to arouse interest in what you are saying. Otherwise, people just won't listen to you. Well, or if literally, then read your commercial offer. The lead always talks about what is important to the client. There are four approaches for this:

From the problem (most often).
From the solution (if there is no problem as such).
From objections (if relevant).
From emotions (very rarely).

In my sample, I used the "from the problem" approach, take a look. Below I will show a few more samples with different approaches.

3. Offer

I have already talked about creating an offer a little higher. The offer should interest the recipient in the benefit so that he continues reading your commercial offer. Practice shows that if the offer is not interesting to the reader, the CP goes straight to the ballot box (the second wave of ejection).

For an offer, you can use either general formula with the benefit, or the so-called bundle-amplifier:

Item+item by favorable price.
Product + service.
Product + gift, etc.

At the end of the offer, I recommend making a graphic anchor (if space permits). It thins out the text mass and adds "air". In addition, it makes your commercial offer easy to scan. See what offer and graphic anchor I made in the sample offer for my blog. In your CP, you can use as an anchor the visualization of the supplied goods or the main directions of services, plus prices (if they are competitive for you).

4. Benefits for the customer

The next block is the benefits blog. In other words, this is a transfer that a person receives when he agrees to your commercial offer. It is important to be able to distinguish benefits from properties and characteristics.

For example, in a sample CV for my blog readers, I can list the following benefits. Please note that the benefit block has a subtitle that is always directed towards the reader.

5. Handling objections

It is not always possible to insert all objection handlers into a quotation. But even so, the main ones can be closed by simply answering the questions: “Who are you?”, “Why can you be trusted?”, “Who already uses your services?”, “Geography of presence”, etc. Take a look at my sample CP for a blog. I handle the objection by answering the question "Who is the author and can he be trusted?".

Blocks with social proof or authority triggers are often used as objection handlers. Finally, another powerful method of persuasion in commercial proposals is guarantees. At the same time, guarantees can be both expected (12 months for office equipment) and unexpected (if something breaks down, the company repairs it at its own expense, and provides a similar model of equipment for the duration of the repair).

To inspire even greater confidence, tell us about your company, without unnecessary praises - specifically and to the point. Only facts.

6. Call to action

Another integral attribute of a correct commercial offer is an appeal. At the same time, there should be only one call (calling for one specific action): most often it is a call, but there may also be an application on the site or a visit to the sales department. Maximum - to the alternative: call or send Email.

Note: the call should be a strong verb, so the response will be higher.

Compare:

Call me (strong verb).
You can call (weak verb, the effect will be lower).

And one more important point. You will be surprised, but sometimes people who develop commercial proposals forget to include contact information in them. It turns out a comical situation: the recipient of the CP wants to order a product or service, but physically cannot do this, because he does not know where to contact him.

In my sample, I put the call in the footer.

7. Postscript

The final, and at the same time one of the most important elements of all "killer" commercial proposals, is a postscript (P.S.). When used correctly, a postscript becomes a very powerful motivating lever. Practice shows that people read postscripts most often (after the captions under the pictures). That is why, if you want to strengthen your commercial offer, then the cherished letters P.S. desirable to adopt.

In addition, a restriction (deadline) can be inserted into the postscript. This point of structure is missed by many. And if in the case of sending a “hot” commercial offer, the manager can call and remind about himself, then in the case of a “cold” commercial offer, the absence of a restriction can deprive the company of more than half of the responses.

You can limit either in the context of time or in the context of the quantity of goods.

For example:

There are only 5 fax machines left.
The offer is valid only until August 31, from September 1 the price will increase by 2 times.

It is worth mentioning that if you make a restriction, then you must fulfill your promises. And not like you promise to double the price tomorrow, but the next day you don’t do it, but promise the same thing.

Ready sample commercial offer

If we connect all the blocks, we will get such a sample of a commercial offer. He is universal. I adapted it for the sale of various goods and services: from logistics to rolled metal. Somewhere he worked better, somewhere worse. But everywhere he justified himself and paid off. The only thing to remember is the cleanliness of the target list.

Another one forte this sample is easy to scan. A person understands what we offer him in a matter of seconds.

You can download this sample to your Google Drive from this link to adapt it to your task. There you can also save it in RTF, MS Word or PDF formats. The compilation algorithm is slightly lower.

How to write a commercial offer (algorithm)

In order to properly prepare a commercial offer, you need to:

Step 1: Use the sample from the link above as a basis.
Step 2: Replace the logo, call and contacts with your own.
Step 3: Design a 4U heading.
Step 4: Describe the client's real "pain" in the first paragraph.
Step 5: Compose an offer with a solution for "pain".
Step 6: Make a Graphic Separator.
Step 7: Describe the additional benefits of your proposal.
Step 8: Eliminate key objections or briefly describe yourself.
Step 9: Make a call to action, write a P.S. with a deadline.

Other samples of commercial proposals

According to the above structure, it is possible to compose purely textual compreds. Let's look at sample commercial proposals for the supply of goods and transport services. Despite the fact that they do not have graphic separators, the order of the blocks in them is identical. Notice the "If you already have a supplier" objection handler. This technique is called psychological adjustment and is described in detail in Susan Weinschenk's book Laws of Influence.

a) Sample commercial offer for transport services

Download sample commercial offer (Google Docs, MS Word, PDF, RTF formats).

How to make a commercial offer (prototype and design)

There are also more complex examples of compreds, which consist of text and graphics. This is for situations where the CP needs to be beautifully designed. In such situations, a prototype is developed first. This technical task for the designer. When the design is ready, the CV is sent to the potential client. See an example of such a prototype of a commercial proposal for a transport company.

But a sample of the KP is already in design (one of the possible concepts).

What to do when the compred is written

Let's assume that the commercial offer has already been written. The question arises: what to do with it next, and how to send it. Well, if the compressor is of the "hot" type. It can be saved as a PDF and immediately sent to a waiting client. But what about cold gearboxes? And there are four options here.

Sending by regular mail(physical format). It can work great when your competitors bombard a potential client with their commercial offers "by e-mail". At the same time, try to make the letter look expensive: a snow-white envelope made of thick paper, a stamp. Ideally, if the address is written by hand.
Sending a commercial offer in the body of the email(HTML format). To do this, you will need the help of special programs or services for Email marketing. An additional plus of this approach is that you see the amount open letters with reference to each contact in the target list and time. Very comfortably.
Send in app With cover letter. In the letter you introduce yourself and arouse interest. But not overloaded with details. Behind additional information a person opens a document in an application.
First a letter, then a compred (when responding). Unlike the previous option, you divide the sending into two stages. First, check the interest, and only when you have established contact, send a commercial offer.

Which of these approaches will work better cannot be said a priori. Need to test.

Typical mistakes in the preparation of commercial offers

There are many forms, templates and samples of commercial proposals on the Web. And most of them have one thing in common - they do not work and no one reads them. Simply because they contain the same typical errors:

Ode to your company in the style of "Professional, customer-oriented, young, dynamic, aspiring, reliable and blah blah blah." The client, in principle, is not interested in a company that has not interested him with a worthwhile offer.
Praise to the recipient in the style of hard pops "Your company has always been a model of quality and reliability, stability and prosperity ..." It is especially funny to read this in cold CPs. Flattery is good in moderation. When it overflows, the reader has a gag reflex, and the commercial offer flies into the trash.
Abstruseness. Another common mistake is when the beginning of the CP is overloaded with an excess of information, and in a format in which it is difficult to even pronounce it. Example: "Our company strives to stand out from the average market and provides services of unprecedented high quality, showing an individual approach to each client through the prism of symbiotic interaction."
All at once. Many companies consider it their duty to send in one letter both the quotation, and the price list, and the presentation, and the card with the details, and the catalog and a lot of other electronic waste, which is more annoying than helping to solve the problem.
Dirty target list. Purchased or old bases that have become stale and covered with dust 10 times. With this approach, it is easy to fall under spam filters. In the worst case, sanctions of postal services will be imposed on the name of the company (the name will become a stop word). Then even respectable letters will often end up in spam.
Abstraction and water. The less specifics, the more time the recipient needs to grasp the essence of your offer. Time is too valuable a resource to be wasted.
Cliche. Many companies believe that a commercial offer is a formalized document. And write like everyone else. That is, no way. Or they send a CP without segmentation - to everyone in a row. But meanwhile, the same product can have different target groups with different interests. This also needs to be taken into account.

And there are a lot of such errors in templates. Another common mistake is being boring. Many people think that if the commercial proposal is read by the director of the company, then it must be written officially, dryly and boringly. Bullshit! First of all, because, as practice shows, there are already enough dry and boring texts in the correspondence of directors. And the director is also a person. In the end.

Notes on preparing a quotation

In order to write a truly effective sales proposal, you need to push any templates away so that they do not confuse you. First of all, because many of your competitors also write CPs using the same templates.

A truly effective commercial offer requires an individual approach!

Next, start writing the CP following the above structure and algorithm. Do not forget that the offer is the "heart" of any commercial proposal. It must offer some benefit through the goods or services you sell.

Do not forget about persuasion techniques: reviews, guarantees, visual images, facts.

And, most importantly, remember about the call and the opportunity to respond to it.

I am sure that this information will help you write a truly selling commercial offer!

The commercial activity of most companies is the sale of goods or the provision of services. The essence of transactions of this kind is to make a profit as a result of activities.

Each of them (organizations) needs a constant increase in contractors. To do this, it is necessary to regularly send commercial offers to potential customers.

This article will tell you how to correctly draw up a sample commercial proposal for the provision of services. After reading the publication, it will be possible to download examples and samples of such proposals for free. And if you have any questions, please contact our experts.

The essence and purpose of a commercial proposal for the provision of services

This measure is aimed at declaring to the consumer market about the capabilities of your company. The first thing I would like to note is that a commercial offer is a document.

It should contain a list of possible services that your company is ready to offer to the market. In addition, the text must indicate the cost of these services.

The peculiarity of the service sector is that they cannot be formally calculated (unlike goods). Therefore, the cost can only be expressed in monetary terms per unit.

If an enterprise has the opportunity to offer the market several services (whether of the same type or not), it is allowed to provide information in the form of a table. The main thing is that this proposal meets certain requirements and rules.

Filling out a sample commercial offer for the provision of services

This type of document can be regarded as part of business correspondence. This means that it must have the necessary attributes. The first of these is the indication of the name of the company providing services and its details.

To do this, it will not be superfluous to write a document on the letterhead of the organization. In this case, the footer will already contain a mention of the company name, its address and other registration data. Mention of the addressee is desirable, but not required.

Formally, commercial proposals can be divided into two categories. Some of them are sent to certain potential counterparties. Others are part of the distributed documents (distribution).

If the proposal is aimed at a specific organization, then a “cap” is found in its text. It must contain the name of the recipient company. It will not be superfluous to indicate the position and full name of the head who will consider this proposal.

Under the "header" in the middle of the sheet, the name of the document (Commercial offer) is written. Start the text with a mention of what type of activity your company produces.

After that, you need to provide a list of services provided. Each item must be defined in terms of cost and pricing. The text must end with a signature with a transcript. The transcript contains the full title of the position, full name, contact details.

Below is type form and a sample commercial proposal for the provision of services, a version of which can be downloaded free of charge.