BusinessBusiness ideas

Commercial offers are what? How to make a commercial offer

Competently written commercial offers are a subscription to making transactions for an entrepreneur. They are used even in the world of big business. Gentlemen of their time representatives of venerable companies are often in no hurry to spend time listening to beginner entrepreneurs. In this case, they use the sacramental phrase: "Send your commercial proposal, we will consider it." This is followed by formalities of polite farewell. And if for the visitor the writing of the commercial offer is a Chinese letter, then the door for it closes.

Sample of the offer

However, for another category of entrepreneurs, such a request still means a chance. As you know, they are motivated businessmen who have something to offer and who know what a commercial offer is attractive to customers.

A sample of such a letter, addressed to the manager of cosmetic shops and entrepreneurs working in the same market, we present below.

Example 1

Proposal of collaboration

Good afternoon!

In addition to our correspondence by e-mail we send you information about the brand and the company.

The German popular brand LLL is a hit on the Russian market of women's cosmetics.

LLL today presents about 1000 kinds of high-quality professional cosmetics at quite democratic prices. All products are made from natural raw materials and ingredients with the help of advanced technologies. Recognizable unique packaging design turns LLL products into excellent souvenirs.

LLC "Elsa +", the exclusive distributor of LLL products, is a reliable partner for:

  • Specialized multibrand stores;
  • Boutiques.

We also help to open LLL brand boutiques to new entrepreneurs.

LLL is:

  • Natural professional cosmetics, sold at democratic prices.
  • Prompt delivery from a warehouse in Moscow.
  • Convenient procurement conditions: the minimum order amount is from $ 500.
  • Flexible price policy: an order of $ 1000 corresponds to a discount of 5%; From $ 5000 - 10%; More than 10 000 - 15%.
  • Additional service possibilities: warehouse services, free samplers.

All products from LLL are certified and supplied with Russified stickers.

Our website: www.elza_plus.net

Catalog of products in pdf-format, available for download, at www.elza_plus.net \ prilogenia \

Have a nice day!

Grigory Ivnin, Head of Sales.

Our telephones: 0 (489) 777 22 99, 0 (925) 321 32 21.

Address: 119331 Moscow, Prospekt Ivan Kalitina, 37-210.

Such a commercial offer for goods is universal. In this case, it is addressed to the management of a multi-brand commercial store. However, it can be useful when communicating with the owner of a boutique, and for sending a starting entrepreneur. It is designed to be sent to the addressees after a preliminary telephone conversation. For most distributor cosmetic companies, this commercial offer is typical. Delivery of goods (sample - the above business letter) involves discounts, when it comes to wholesale consignments.

A close examination of the example convinces us of the structured nature of the form of the proposal itself and the conformity of its formulation to certain regularities.

Of course, in any commercial proposal there is an obligatory part containing requisites identifying the businessman and his business. By analogy with figure skating, let's compare it with the obligatory program. However, there is another side in it, which is defined as an explosive mixture of business specifics with the intrigue of business interest implicated in it. This is reminiscent of an arbitrary program of figure skating. After all, just as skaters prove their individuality and win the hearts of fans, so a businessman with a brilliant commercial offer makes contractors look at themselves differently. Such commercial offers are keys that can open many doors ...

We will consider in this article some of their nuances.

Our methodological material is oriented in its submission mainly to beginners. Therefore, figuratively speaking, we will touch on the "mandatory program". Note that the competent writing of the necessary requisites, commercial offer - this is not so little. At the very least, the commercial proposal created with all the mandatory elements is a tangible characteristic of a businessman as an economically and socially competent person. Clear business style and logic of reasoning of commercial interest already cause respect among entrepreneurs.

Note also that the lack of appropriate skill does not indicate a stalemate. After all, a resourceful businessman can delegate the writing of a commercial proposal to a professional. The price of such a service is usually the amount from three to fifteen thousand rubles.

Overview of the features of some types of commercial offers

Drawing up the considered business document is the usual work for the sales departments of most companies. We will not give their examples in full in this review, we will only write about the "zest" contained in the main part.

In particular, the commercial offer of the bank to both individuals and legal entities is an important tool in its promotion on the market. And in the sequence of proposals made by the bank, there is a certain pattern. Primarily the client is offered a card in order to manage his own funds more conveniently. Then - a loan that increases the profitability of the bank. Part of the banking clients, following the recommendations of rational storage of funds, open bank deposits. Periodically new customers are attracted by shares, and the most significant investors are profitable tariffs and more advanced service.

The commercial offer of a construction company offers buyers buying a building under construction and demonstrating to them a full range of construction works:

  • Construction of residential, business, industrial buildings;
  • Reconstruction of buildings and structures, as well as their redevelopment;
  • Landscape design;
  • Construction of communications.

If you are going to create such business letters, pay attention to their writing style by other specialists. You can thus draw fresh thoughts and for your work.

On the analytical work preceding the writing

It's no secret that you should start writing a commercial offer to a businessman after a clear understanding of the target audience whose satisfaction with the requests of his products or services is intended. Unfortunately, entrepreneurs often find it difficult to characterize the target audience of their product, responding vaguely and monosyllabically: "All!" Beginning businessmen who adhere to this position risk joining 90% of start-ups that end bankruptcy in the first year after starting business.

Never be in a hurry to make a commercial offer for a product (service)! First, you need to assess the effective demand for it.

Take for an illustrative example the evaluation of a separate commercial operation - the production of a printed batch of booklets devoted to the design of premises. We analyze. Circulation should be implemented in the city with a proper number of architectural bureaus, because the demand for the booklet will ultimately be determined by architects and designers. The number of demand carriers should be established through peer review.

Market valuation using directories is inaccurate, as it sins by the presence of a significant number of "dead souls". Then, having learned the actual information on the number of representatives of the above-mentioned professions, you should limit them to 15-20%. Such a share interested in buying you will prompt experts. It is for such a large number of buyers that the booklet circulation should be calculated.

The second preliminary direction of the analytical work of a businessman, without which one should not even undertake commercial offers, is a deep awareness of the competitive advantages of his product and the strategy of their rational disclosure from the perspective of the user's benefits.

And now measure the cost of manufacturing with the expected income. Is it a profit? Then get down to business!

Some nuances of the business letter

When creating an offer, do not hesitate to contact the target audience directly and recognizably. This is not difficult, just insert a few words into the phrase. For example, if potential customers are employees, then instead of the general phrase "working eight hours a week", it is preferable to use another, addressed specifically: "employees who work eight hours a week."

It is important to catch a favorable market situation that increases the demand for your product or service. For example, seasonality. If an optimistic level of demand is kept in the niche of product sales, then the entrepreneur should immediately write a letter.

Commercial offer is a special kind of epistolary genre. This kind of business documents can be divided into two categories: personalized and information-advertising.

Information and advertising commercial offers

With the second group of commercial offers, we come across quite often. It includes mass-mailed spam to electronic mail boxes, as well as targeted advertising mailings. The purpose of such CP is to attract attention first, awaken interest.

All of them are subject to a single goal: to attract the attention of the average reader. For all their diversity, the same type of structure characterizes each such commercial offer. The pattern is characterized by recognizable generic features:

  • A catchy title: he must stop the reader's attention;
  • The first sentence that introduces intrigue in the further reading of the letter: it, according to the rules of the genre, should be succinct enough and be composed of not more than 10-11 words; The first sentence is drawn up in a separate paragraph.

What do you think, what is the main idea in the second sentence? His main task is only one: to get the intrigued reader to read the third sentence. The mission of the third sentence is similar.

Each paragraph of the message should not contain more than 7 lines. Text, if it is more than 1000 characters, is divided into sub-sections with subtitles.

Rules for writing advertising and information business letters

Attraction is the main thing that characterizes the advertising and information commercial offer. A sample of such a letter is written by people who are in love with their goods or services. They treat readers respectfully, like their potential clients, referring to them on "you." By the way, it is important to maintain a certain "proportion of pronouns": professionals recommend using the words "your" and "you" four times more often than "our" and "we".

In the text of such a letter, there are contra-indications of negation, as well as exaggeration. Metaphors, on the contrary, are welcome. The customer should want to buy a bright image of the product. Psychologists claim that the first phrase of the letter, enclosed in quotes, additionally increases the audience of its readers by 30%. In addition, the first letter of the text, represented by a letter, attracts the attention of another 13% of readers. The style of the narrative should be confidential and conversational, so do not abuse professional vocabulary in it. Special terms can be used in exceptional, principled cases.

Immediately, we will caution authors about possible mistakes, negating your efforts. A commercial offer of an advertising and information nature (commercial offer for sale) does not fulfill its mission, if it is not well-structured, unstructured, without indicating the benefits of the buyer. Its effectiveness is also reduced if the author excessively falls into particular and does not know how to distinguish the main thing.

Customized offers

Sometimes the client himself initiates the writing of such a business letter by sending a request for a commercial offer. In this case, the sales department is accepted for work. Preliminary information is collected about the company or about the person directly addressed to the letter. Their pressing, urgent needs are revealed. For this, a preliminary meeting is planned, a conversation with experts. Then the identified needs are compared with the competitive advantages of the goods (services).

If the letter is to address the future contractor for the first time, then it is addressed to the first person. If the cooperation with the partner has already been fulfilled, it is allowed to address the deputy directly supervising the work with suppliers.

However, companies that have a strong business reputation in the region can afford a commercial offer for the provision of services or for the supply of goods, made in an impersonal form. However, this is, rather, an exception. The following example of a business letter corresponds to this situation.

Example 2

The modern style of business buildings is not only a functional, stylish architecture. The main indicator that determines their successful operation is safety.

Professional approach to design in advance provides for neutralization of possible calls and allows to prevent possible incidents.

Protection. Fire-fighting systems "works in accordance with the principles of professionalism and quality!

We do not accept deviations from the international standards of fire safety. The largest enterprises and organizations, as well as individuals of the Tver region, are our long-term clients. We are principally concerned with the fulfillment of our contractual obligations and constantly feel responsibility for the health and life entrusted to us by clients. Business cooperation with us guarantees trouble-free state acceptance of the objects you erect and their successful subsequent operation. Numerous positive reviews indicate the right choice of our customers.

Protection. Fire protection systems "guarantees:

  • Introduction and use of modern fire safety technologies for business and residential buildings and structures under construction;
  • Ensuring proper certification of the delivered devices and structures, their qualified installation by certified specialists;
  • Providing a design level of fire protection, sound insulation and insulation, including using ALT systems, providing a fire resistance limit from half an hour to an hour and a half;
  • Fire protection of metal and concrete structural elements;
  • Individual design and development of automatic fire extinguishing and fire safety systems with a service life of 25 years;
  • Manufacturing of fireproof doors of various sizes to order of clients.

We offer flexible tariffs for the installation of ALT systems from 0.5 to 1 thousand rubles, depending on the required characteristics of fire protection. Per square meter.

To discuss the project you need, please contact us by phone in Tver: (4822) 52-52-52, (4822) 52-52-53.

This commercial offer - a sample for services - is based on customer loyalty to ensure the security of business and residential facilities. It does not have a specific addressee. But this is permissible, because, as stated in this business letter: "The largest enterprises and organizations, as well as private individuals of the Tver region are our long-term customers."

A company with a similar reputation, it is permissible to make a commercial offer without an addressee. The writing of this letter, obviously, was preceded by a request for a commercial offer from potential buyers. Therefore, the commercial offer is, in spite of this form, personalized. Such a request is a kind of business letter created in an arbitrary form. Its content implies an interest in acquiring certain goods or in obtaining essential services. Often, customers refer to the firm's catalog and are asked to give an expanded interpretation of the order of acquisition and the procedure for cooperation.

About creating a proposal template

The template of the commercial offer (if the addressee is a legal entity) is developed taking into account the prospective interests of three persons at once: the general director, the finance deputy, the production deputy. That is, obviously it is necessary to provoke interest in your product from those people who you can not even see at the talks. Concerning the clarity of the focus of the financial content of the proposal, one should understand the main priority of the buyer: minimizing costs or making more profit. In the first case, emphasis is placed on the success of the purchase of goods in terms of the criterion of "price / quality." In the second case, the efficiency and qualitative characteristics of the operation of the goods.

However, such a template of the commercial offer has one more component. In it you need to masterfully master the shortcomings of your product (service). You in your letter are free to transfer the buyer's attention to their commercial steps, compensating for obvious shortcomings. For example, if your equipment delivery rate exceeds what the competitors can offer, it makes sense to additionally indicate that the delivery time does not affect the date of commissioning of the equipment.

A classic example of a commercial offer for a good is really written according to a template that assumes a traditional structure (meaning the entry, the main part and the conclusion). In the introduction, you need to put a link to the motives and circumstances of writing a letter. At the same time, a capacious and brief characteristic of the market is given, at which the addressee company works, your client's needs are briefly emphasized. Here is an example of a commercial offer - an example of the promotion of business software. However, in this case, the specific field of activity is not so important. Commercial offer - a sample for the services of the company-distributor of proprietary software - is not fundamentally different from its offer for the goods. After all, both the sale and configuration are made. In addition, further maintenance of the product is foreseen.

Example 3

Commercial offer for sale from software developer JJSOFT

Your company is a notable regional distributor of domestic software products for automation of accounting and management accounting. You can additionally receive 60% of the income from sales of CRM - system No. 1 inCRM. The principal point in the possible cooperation is that the functionality inCRM is fundamentally different from the functionality that you are distributing at the current time. Thus, you can implement non-competing products.

The benefits of CRM sales in CRM systems are the receipt by your company of 60% of the revenue from its sale. The inCRM system is one of the leaders in sales in the sections "Customer base management" and "Sales management". Also, the amoCRM brand is known to corporate executives and IT directors as the leading profile software on the Russian market.

InCRM - the leader in the rating of CRM in the small business

Our software product is considered the most successful for small business with a long sales cycle (B2B and B2C businesses). It is successfully implemented by our representative offices located in Moscow and San Francisco. It is successfully implemented by online stores Softplus and All & Soft, ranking in the rankings of the 25-30th place in the ranking of implementation of 1500 leading programs.

InCRM is recommended by entrepreneurs

The feedback of the users of the program shows that it is practical for the small business. It is not only effective for creating a client base, but also convenient to operate. Entrepreneurs, thanks to her help, do not "sin" forgotten customers, unanswered calls, do not miss out on really important issues.

Each user in it is configured with the appropriate access rights for the user. Efficiency of work with clients is provided by a convenient interface that allows you to easily add to the database fields and quickly generate analytical reports.

InCRM promotes effective work with clients

When working efficiently with the customer base, employees of the company using inCRM, easily get the latest information on any customer: what he bought, what he said. Based on a simple analysis of these data, it is possible to understand what kind of customer to make out a commercial offer for supply. A sample of such a business letter can also be entered in the CRM.

Cooperation and contacts

To discuss cooperation, we recommend calling + (495) 123-45-67, + (495) 123-45-68.

We provide our partners with basic documents for work: user guides, booklets, presentations, promotional materials.

How to make such a business letter of the company, producing and selling software? Many companies practice the commercial proposal form, modeled on the company's letterhead with the facsimile signature of the director at the bottom of the form.

About the semantic content of the commercial proposal

The main part contains information on the competitive advantages of the goods sold. At the same time, stress is placed on the feedback of your customers about the operation of your product, previously purchased. Your key customers are listed. In the final paragraphs of the main part, the customer is provided with your contact information, delivery conditions.

In the last paragraph, describe the optimal algorithm for the customer purchasing your product. It should not be more than three lines long.

What mistakes negate the efforts of the authors of personalized commercial proposals? Many beginning entrepreneurs, creating a commercial sample offer, limit themselves to lighting only price factors. In this case, often ignored the introductory part, addressed to a specific buyer with coverage of his needs in your product (service). Not paid due attention to consumer benefits.

The entrepreneur, having sent such a letter, unobtrusively for the addressee keeps track of his consideration. Periodically, communication with him is maintained. First, you should find out if the letter has got to its addressee. If no response was received within three days, call back, emphasizing in the conversation that the client can miss the obvious benefits. In business, you can not just send personalized commercial offers, and then forget about them. Make sure that your letters are considered earlier than those written by competitors.

How complete information does the offer suggest?

Does the commercial proposal always include exhaustive information about the product (service)? In fact, this question does not provide a single answer for all cases. For example, if preliminary negotiations were held the day before, then, indeed, the commercial offer should be made as fully as possible.

If the preliminary contact with a possible client was formal (you called him or exchanged messages by e-mail), then immediately provide full information is not necessary. It is reasonable to keep the "trump cards" for a personal conversation with him. However, even with a preliminary appeal, you need to inform him about the approximate price and the pricing principle.

It is supposed to provide complete information to the buyer (even without a preliminary meeting) in the event that the profitability of the transaction is minimal. At the same time, the entrepreneur acts based on the logic of minimizing the unproductive expenditure of time.

Conclusion

Let us summarize the contents of the article. Only after conducting an analytical assessment of the feasibility, an entrepreneur should write to the client a commercial offer. A sample of this business document assumes consistency and regularity. Depending on the specifics of the formation of the client base, information-advertising or personal commercial offers are written.

Some arbitrariness of the wording of the business letter still implies a clear algorithm for writing. Experts caution against the need to avoid mistakes, because commercial offers are a delicate business tool.

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