Structure of the commercial proposal
Posted: Sun Jan 12, 2025 6:05 am
Structure of the commercial proposal
Hot CP is usually sent after a phone conversation with a potential buyer. This does not mean that the deal will be concluded. The client may agree out of politeness or in order to quickly end the conversation. Many people find it easier to say: "send a letter" than to continue the phone conversation.
In addition, your offer should be better than your competitors. Most buyers compare several options and choose the one that interests them the most. It is also possible that the company already has a supplier. In this case, you should interest the client so much that he or she will refuse the services of the existing partner.
We will tell you how to write a commercial proposal correctly:
Headline
It should be catchy and clickbait-y. Don't write "We sell components 2 times cheaper than other companies." The buyer won't believe loud statements and won't read your CP. The title should identify the problem and provide a solution. Demonstrate that you have one. The length of the title should not exceed 10 words.
Wrong Right
Promotion on all platforms Targeted jordan phone data advertising in social networks: search for target audience, new leads, sales growth by 20% and more
Supply of European plumbing Premium European sanitary ware with delivery up to three weeks
Let's look at some examples. The first option, "Promotion on all platforms," does not contain any specific information. Why does the client need to spend money on targeting? What does "all platforms" mean? In the second option, you tell which ones you work with specifically and what benefit the client will receive from the cooperation.
In the example with European plumbing, a short commercial proposal is not needed, since there are many competitors on the market. Many offer discounts. Your letter will go unnoticed.
Premium quality and fast delivery are strong arguments for a potential buyer of European plumbing.
The clickbait of the title should be moderate. In the business segment, the phrase "discounts only today" is ineffective. Do not try to create artificial excitement with limited time of the promotion. It is important that the commercial offer is precise, without "water". Only characteristics, numbers and benefits.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Lead paragraph and offer
The first paragraph of a commercial proposal states the problem. Examples:
A company loses 30-50% of its profits if it does not promote its products/services on social networks.
Due to logistical difficulties, customers left and revenue fell.
The CRM system makes the sales department work more efficient. Thanks to it, every interaction with the client is recorded. CRM helps to guide the client from a cold call to the conclusion of the deal.
We have given brief examples of the lead paragraph. You can describe it in more detail.
An offer is a unique selling proposition, designed as a commercial proposal. Their options for the lead paragraph from the examples above:
We launch targeted advertising and purchase crops on all sites permitted in the Russian Federation. Our company is a direct partner of Telegram Ads. We have been cooperating with VK for over 5 years. Our clients have 40% more target leads within a week after the start of promotion. We generate traffic and solvent buyers.
Hot CP is usually sent after a phone conversation with a potential buyer. This does not mean that the deal will be concluded. The client may agree out of politeness or in order to quickly end the conversation. Many people find it easier to say: "send a letter" than to continue the phone conversation.
In addition, your offer should be better than your competitors. Most buyers compare several options and choose the one that interests them the most. It is also possible that the company already has a supplier. In this case, you should interest the client so much that he or she will refuse the services of the existing partner.
We will tell you how to write a commercial proposal correctly:
Headline
It should be catchy and clickbait-y. Don't write "We sell components 2 times cheaper than other companies." The buyer won't believe loud statements and won't read your CP. The title should identify the problem and provide a solution. Demonstrate that you have one. The length of the title should not exceed 10 words.
Wrong Right
Promotion on all platforms Targeted jordan phone data advertising in social networks: search for target audience, new leads, sales growth by 20% and more
Supply of European plumbing Premium European sanitary ware with delivery up to three weeks
Let's look at some examples. The first option, "Promotion on all platforms," does not contain any specific information. Why does the client need to spend money on targeting? What does "all platforms" mean? In the second option, you tell which ones you work with specifically and what benefit the client will receive from the cooperation.
In the example with European plumbing, a short commercial proposal is not needed, since there are many competitors on the market. Many offer discounts. Your letter will go unnoticed.
Premium quality and fast delivery are strong arguments for a potential buyer of European plumbing.
The clickbait of the title should be moderate. In the business segment, the phrase "discounts only today" is ineffective. Do not try to create artificial excitement with limited time of the promotion. It is important that the commercial offer is precise, without "water". Only characteristics, numbers and benefits.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Lead paragraph and offer
The first paragraph of a commercial proposal states the problem. Examples:
A company loses 30-50% of its profits if it does not promote its products/services on social networks.
Due to logistical difficulties, customers left and revenue fell.
The CRM system makes the sales department work more efficient. Thanks to it, every interaction with the client is recorded. CRM helps to guide the client from a cold call to the conclusion of the deal.
We have given brief examples of the lead paragraph. You can describe it in more detail.
An offer is a unique selling proposition, designed as a commercial proposal. Their options for the lead paragraph from the examples above:
We launch targeted advertising and purchase crops on all sites permitted in the Russian Federation. Our company is a direct partner of Telegram Ads. We have been cooperating with VK for over 5 years. Our clients have 40% more target leads within a week after the start of promotion. We generate traffic and solvent buyers.