How to start a business proposal sample letter. As an argument, one can use
Do you intend to send out commercial offers to your potential customers? Are you counting on the subsequent flurry of calls and hundreds of contracts? Then you just need to know the basic secrets of compiling a working advertising offer. Our advice will help increase sales through a well-composed commercial offer.
Always remember that business people value their time very much. Do not paint information about your company on 3-4 sheets, do not list past merits. Write briefly and only about the most important things. Commercial offer should not take more than one page standard sheet A4 format. The maximum volume is one and a half pages, provided that important graphic information is placed in the document. Take care of your reputation and the client's nervous system. Do not write general phrases and do not make empty promises. Formulations like " German quality”, “best service”, “mutually beneficial cooperation” are similar to the abstract description of benefits. A greater result will be brought by specifics: the presence of a service department with a list of locations service centers, 100% guarantee for 24 months, free installation, delivery to the warehouse, customer consultations, etc.
Today I will try to present you 7 basic writing rules that will help you not to end up with your appeal in the "basket".
I will try to answer such exciting questions:
How not to be among hundreds of unread letters?
How to attract and keep attention to a commercial offer?
How to influence the action of a potential client?
In addition to studying the 7 rules, it will be useful to read the article to avoid possible mistakes when creating a CP.
Rule number 1. Respect for a potential client.
Any appeal must begin with the data of the person to whom it is sent. Take the trouble to learn how to correctly write the position, company name and initials of the person to whom this document is intended.
The famous American psychologist Dale Carnegie says the following about this: “A person’s name is the sweetest and most important sound for him in any language.”
Therefore, your each offer must be named.
The standard call looks like this:
"To CEO
PJSC "Pilgrim"
Mr. Sidorov A.N.”
- If you were unable to find out the position of the person to whom you are addressing the appeal, you have the opportunity to use the standard wording - “head”.
- PrJSC, LLC, JSC, PE - this is the official legal name companies. By specifying the wrong form of ownership, most likely, you will end up in the "basket".
- The surname, name and patronymic of the head is the most important thing in your appeal. Pay attention to the correct spelling and declension of the surname. If in doubt, and there is no way to clarify, the best option will completely abandon the writing of the full name. However, I am sure that the secretary of any company will be happy to help you with these questions.
Another common mistake is to leave space for the last name (“_______”). I guarantee you that the reader of your commercial offer will immediately get the impression that this is another mass mailing.
Rule number 2. Refuse the banal formulation "Dear".
This appeal takes us back to distant times Soviet Union. I suggest you be more original. Address, for example, like this: "dear." Even better, if you invent a personal, individual and unlike other appeal. And then a potential client is guaranteed to stop looking at your commercial appeal.
Rule number 3. Be equal with the client.
Many are accustomed to begin their appeal with the words: "Allow me to suggest..."and end with "Sorry to bother you».
This is very controversial issue. However, my professional, tested and subjective opinion suggests that both are interested in a certain commercial offer. You are not a beggar at a bus stop. You offer a product or service that your customer needs. You are on an equal footing.
The key to success is "partnership", which can only be "on an equal footing".
Rule number 4. The magic of the headline.
The first impression of your sales letter will be formed thanks to competent handling and an attractive headline. It is the headline that will either hold the reader's attention, or send the letter to the ill-fated "basket".
The title should be:
- intriguing;
— presenting benefits;
- concise.
For example:
Do you still have to spend over $100 a month on office equipment maintenance?”
Or this option:
“Dear Alexander Nikolaevich!
Do you want to know an easy way to save $1,200 a year?”
Believe me, a businessman will not miss the opportunity to learn options possible savings. Company directors are always interested in cost optimization.
Rule number 5. Pay more attention to the client than to yourself.
"We" is the keyword used in most sales pitches.
However, psychologists say that a person is too egocentric to read or listen about someone for a long time. Any person is interested in what he will have, not what you can.
This is how a person works, well, it will not be interesting for him to read about your successes and achievements. So do more emphasis on - "You". This is guaranteed to keep the reader's attention on your sales pitch.
The following formulas always work effectively:
- You will feel it.
— You will be able to receive.
- You will save.
- Protect yourself from.
Rule #6: Talk about the benefits, not the benefits.
Most commercial offers are filled with a wide range of benefits that promise the buyer. However, let's take a look at these benefits:
- wide range of;
— loyal prices;
- extensive work experience;
— system of discounts.
All these benefits mean absolutely nothing. They will fit the description of any product or service and any company.
The most important thing, in my opinion, is to move away from banality and standard templates. Your sales pitch should talk about the specific benefits that the potential customer will receive.
If you want to talk about your rich experience. Consider how this experience will benefit the client:
For example: "You can entrust us with even the most non-standard work and be sure of their quality performance."
Feel the difference? I think it's obvious.
Rule number 7. Less words, more essence.
The optimal volume of your commercial offer is the size of one, maximum two A4 pages. You should state the maximum of useful and constructive information on one sheet.
In this case, I advise you to focus on numbers. They always look convincing. If you are offering financial benefits, please include amounts, percentages, differences.
Here's a good example for you:
"Our years of experience"
"We have been on the market for 5 years"
Agree that the second option is much more convincing.
And a bit more practical advice:
- Use short and concise sentences.
- Use small paragraphs.
- Insert bullets, highlights and lists.
An effective structure of your commercial proposal should look like this:
1. Appeal and intriguing part.
2. Description of the existing problem.
3. Your suggestions for solving existing problems.
4. Emphasis on benefits.
5. Specific argumentation, expressed in numbers.
6. The price of your product or service.
7. Arguments in defense of such a price.
To conclude a profitable deal for your business, you need to interest a potential partner. It is convenient to do this in writing- to make a commercial proposal for cooperation.
Prove the benefits of cooperation
A businessman must convince a partner that cooperation will bring refutable benefits to both. It should also be explained under what circumstances he will receive it.
When compiling a commercial offer (CP), one should take into account the status of the enterprise and listen to the recommendations of experienced marketers.
Of course, promoted companies with well-known brands (Mercedes, Gazprom, Coca-Cola, etc.) do not need to make efforts and excel in every possible way to convince a representative of a particular company to cooperate with them. In this case, it is enough to issue a letter with summary the benefits of your product or service.
For other businessmen, it is very important to observe some subtleties in order for this proposal to have the desired effect.
Important components included in the commercial offer
When drawing up a document on cooperation, it is necessary to adhere to standard requirements.
- Use letterhead.
- Compose a competent appeal to the representative of the company.
- Select original title.
- Briefly state the essence of the proposal.
- Encourage your counterparty to take action.
- Provide current contacts.
- Show courtesy in the form of advance thanks.
Use of forms
KP can be drawn up on a regular sheet of paper, this is quite acceptable. However, the use of letterhead with the company logo will become a kind of advertising element of your company and will eloquently complement the content of the letter.
Welcome text
An important part is the appeal to a potential client. Its compilation must be taken seriously and understand who and how to contact. For example, by name and patronymic it is permissible to address in such cases:
- when the offer is sent after the preliminary telephone conversation with a potential partner;
- The CP is addressed to the target consumer, to whom an individual approach can be applied.
original title
The title is required as an advertising effect, it should contain the main concept of the CP. When contacting government agency a creative title is optional. You can also refuse it if the company is already sufficiently advertised.
If the proposal comes from budget organization, the proposal is formulated according to the established pattern, in which creativity is not required. Such a letter is of a standard nature and does not require initiative from its originator, its form remains within the accepted rules.
The essence of the proposal should be stated meaningfully, but concisely: short story about the company, offered goods, services, work or mutually beneficial cooperation.
Main body of the document
How to motivate a customer to take action
To force to agree to cooperate, one should not use pressure. Such an approach will only alienate the recipient of the letter, and hope for cooperation will be lost forever. It is much more effective to make a tempting offer by providing some kind of encouragement or reward. For example, a discount for a timely response.
Contact details
You should write not only a phone number, but also an email address so that the client has physical ability respond to a proposal for cooperation.
Thank the recipient of the email in advance for taking the time to read it. Although, if we are talking about a personal business proposal, gratitude is usually accepted by default.
Learn from mistakes
To make the perfect commercial offer, you should always listen to the advice of professionals. But there is another old proven method - to learn from the mistakes of others. In practice, there are various errors, we list some of them.
Complicated syntactic forms
To formulate a CP, it is not necessary to build phrases that are too correct, with a complete meaning. Short sentences with unsaid thoughts, interjections have a more effective effect on a person. The presentation should have a living language, not dry conclusions.
Too short
The opinion that an extremely short text limited to one page is needed can be called a stereotype. And this is far from what can give the desired result. The best thing to do when writing a letter with a commercial proposal is to forget about the recommendations in terms of length, especially when there is something interesting to talk about. You can find many samples of such letters and see how meaningful and able to hook them.
duplication
Usually the same mistakes are repeated when they talk about a similar product or service in exactly the same phrases as a competitor does. It is necessary not only to describe and praise your product, but to prove that it is in this company that it is the best and indispensable. Here it is appropriate to be eloquent in order to draw attention to the exclusivity of the product. What follows is the disclosure of the essence - why it will be more profitable to cooperate with this company.
Enumeration of merits
A simple story about the merits of the company's products will not lead to anything. Any praise requires proof: why this particular product is the best and most profitable. For this, reviews of those who used this service or product are perfectly used, and this should be either widely famous people(stars of cinema, sports, stage), or well-known representatives of companies with a positive image.
No less effective interesting story that happened to a customer who became a user of a particular product or service. At the end of the story, be sure to talk about the results of its use, preferably in numbers. If cooperation is meant, then indicate how much profit the partner received.
Everyone is the same
The biggest mistake can be the wrong approach to sending the same offer to several customers without focusing on individuality. Such a proposal loses weight and, as a rule, remains unrealized. A client who can become a potential partner should feel that this offer is addressed to him, this will flatter him to some extent and make him respond.
Photo gallery: examples of successful commercial offers
A quotation with the correct subheadings A quotation with a good document structure A quotation with a concise statement of the benefits of the service A quotation describing the benefits of cooperation
Commercial letter to a foreign partner
When compiling a commercial offer letter, a foreign client should follow a standard structure and form. The CP should begin with an appeal, a catchy, captivating title. This is followed by a clear statement of the essence of the proposal, its benefits and ends with conclusions and contact details. If there is no English-speaking manager on staff, such services can be provided by a translator or copywriter with knowledge of English.
Sample commercial proposal in English
The need for a cover letter
The cover letter contains the principles of cooperation in a concise manner. Escort is used to reduce the volume of the main sentence.
Escort is compiled at the request of the sender, however, there must be a clear structure and compliance with the requirements of the basics of office work.
First of all, you need to address the addressee and greet him. If it is sent after the previous phone call, it is desirable to apply with the indication of the name and patronymic.
Case example
“Hello, dear Stepan Vasilyevich!”
or “Good afternoon, welcome to the company…”
"LLC "Domosed" makes you an offer of the widest range kitchen accessories at the manufacturer's price.
Report attached documents:
"We invite you to familiarize yourself with the advantageous offer of discounts."
Encourage a decision:
“Would you like to cooperate with us? Contact the address ... ".
Escort Sample
Hello, dear Maria Semyonovna!
My name is Dmitry Pavlovich. I am the chief manager of the supply and sales department of Mobile LLC, we spoke with you by phone on Wednesday at 11.40. At your request, we send information about the payment system.
Mobile has a wide range of Vehicle for various purposes (cars, passenger cars, trucks) and a flexible payment system at affordable prices:
- Cash and non-cash types of payment.
- For payment within 12 months with a down payment of 10% of the cost.
Our offer is complemented by an invitation to an exhibition and sale of our products, where discounts that are beneficial to you are offered. The event starts at 12.00 12.08.2016. Our address: Moscow, st. Timiryazev, 45.
For all questions, please call: (325) 503–23–45.
Sincerely, Chief Manager of the Supply and Sales Department of Mobile LLC.
Sending an offer
The commercial offer can be delivered in person or by regular mail. However, these traditional forms of communication are considered somewhat obsolete. The most modern and operational view sending, it is definitely e-mail.
For all its popularity, not everyone knows about the intricacies of the sending process. email. Firstly, it is important to use the PDF format, it is more versatile and well adapted for different versions. Secondly, it must be taken into account that such an offer is sent exclusively from the person with whom preliminary agreements were made.
Equally important is the subject of the letter, in no case should you send “without a subject”. It should sound something like this: "Proposal for cooperation in the supply of sporting goods."
So, you need to follow the following sequence:
- fill in the email address;
- attach the main document in PDF format;
- formulate the subject of the letter;
- write a short accompanying text in the body of the letter.
waiting for an answer
Novice managers often doubt whether to call back a counterparty after sending an offer. Experienced professionals will always take matters into their own hands. Immediately after sending, it is advisable to call and ask if the letter has reached, and after what time you can ask about the partner’s decision. Further behavior will be prompted by the situation itself. The main thing is not to be intrusive, not to bother and not to be imposed. However, do not forget about the goal and still try to convince the client to become a partner.
At present, only the lazy will not be able to cope with the task of compiling a commercial offer. However, to achieve the signing of a cooperation contract is already a matter of professionalism: the ability to negotiate, to have a culture of speech and business writing skills.
Welcome to the business and finance magazine Rabota-Tam.
The popularity of business commercial proposals (BCP) is not unreasonable, if we take into account the performance indicators of such documents. In addition, today search services are simply torn from requests from users of the format: “How to make a commercial offer correctly?”. Actually - no way.
Yes, because the commercial offer is a kind of Olivier salad, which has various cooking options: from sausage with peas to hazel grouse with capers. And each of these recipes is called "wrong" language does not turn.
However, now we still dot the “and” so that you can write an impeccable business proposal in accordance with the high standards of modern marketing art!
So, a commercial offer is one of the many types of advertising text that is drawn up in the form of a business letter or official appeal. Due to its simplicity and effectiveness, it is by far the most popular way to attract target audience potential consumers. And also an equally common tool for interacting with regular customers.
Business proposals are of several types:
- "cold";
- "hot";
- standardized.
It should be understood that each of these variants of the CP must be written taking into account the form, structure of the letterhead template, as well as the circumstances and goals that can be set not only by the compiler of the letter, but also by the receiving party.
"Cold" commercial offer
"Cold" commercial offers are sent out impromptu. Therefore, the recipients of such letters are unprepared customers who perceive the CP as spam. But even he can have a response, although the probability of reflection on the part of the recipient is quite small.
Let's simulate the situation. For example, the organizers of the regional sports day did not take care of the purchase of sports uniforms for the participants of the competition. There are only a few hours left before the start of the event. And then, out of nowhere, a letter arrives with the title: "Express delivery of sports uniforms at prices from the manufacturer." This is where a potential client will probably closely study the saving CP, and then place an order.
But this is just an exception to the rule. Everywhere, the fundamental functions of the "cold" KP are reduced to the distribution of interactive advertising. In view of this, you have to arouse consumer interest in reading this document. How to do it:
- Come up with a catchy and catchy headline.
- Emphasize the attractiveness of the CP by correctly compiling the offer.
- Motivate the addressee to take action towards mutually beneficial cooperation with the help of marketing techniques.
We will discuss each of these elements a little later.
Important! An ideal example of a "cold" type quotation should not exceed 1 A4 page exclusively printed text and 2 pages of an illustrated template.
If you have additional information It is better to state it in a cover letter. And in no case do not write "novels" in the style of Leo Tolstoy, business people There simply isn't enough time to read them.
"Hot" - a personal commercial offer
A personalized commercial offer differs from a “cold” one in that the client receives such a document only after an official request or preliminary verbal contact. Those. the guarantee of reading a personal letter is prohibitively high, so the main semantic load should fall on the offer and the motivational component, and the title may be of secondary importance.
In turn, the complexity of drafting "hot" commercial offers is burdened by the need to adjust the text to the individual needs of each customer.
For example, if during a conversation a client was interested in the advantages of your organization over competitors' firms, write about the advantages, allocating the lion's share of the KP form for this structural element.
Standardized commercial offer
In fact, a standardized business proposal is one of the types of "hot" quotation. However, due to its strictly regulated structure and methods of influencing the customer, it falls under separate view business letter.
The thing is that a client can attach a standard form to an official request, which limits the compiler in terms of describing goods and services, principles of cooperation, advantages over competitors, etc.
In standardized quotations, dry numbers play a decisive role: value for money, warranty service and contractor experience.
It will not work to write something on your own initiative, because the attached sample form is designed to filter out marketing information that is unnecessary for market monitoring.
In such cases, the only thing you can do is offer the lowest price. It is enough even to make a 1-5% discount in order to have a significant chance of winning the competitive selection.
Transmittal letter
Above, we have already touched on the topic of the cover letter. It serves as an addition to the business proposal, pursuing the following objectives:
- familiarization with the main document;
- proportional distribution of large amounts of information.
Furthermore, transmittal letter may contain attachments: price lists, descriptions of the terms of cooperation, invitations to trade shows or any other marketing events.
Secondly, with the help of an accompanying notice, you can also remind yourself and indirectly encourage the addressee to study the template of the original document.
Quote samples and templates
Better to see once than hear a hundred times. You can't argue with that. Therefore, here you can not do without samples and templates. However, never repeat the classic mistakes of irresponsible authors of commercial offers - 100% copying of information or 50% compilation from two sources. After all, if stolen content is exposed, who then wants to cooperate with a company that has proven itself in this way?
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