How to write an effective quotation

A correctly drawn up commercial offer is a reliable basis for partnerships and future successful transactions. Therefore, the preparation of a commercial proposal cannot be approached stereotyped.

Making a commercial proposal requires knowledge of many nuances, non-observance of which leads to the fact that KP either replenishes the bottomless bowels of the trash can, or is lost in the mass of similar offers received from competitors.

A commercial offer (hereinafter referred to as KP) is a document that clearly and lucidly describes the benefits and terms of a transaction that one party proposes to conclude the other.

It would seem - everything is extremely simple. Describe the benefits, paint your own merits and offer the customer "happy" with your attention to immediately conclude a deal.

However, in reality, drafting the KP requires knowledge of many nuances, the non-observance of which leads to the fact that the KP either replenishes the bottomless bowels of the trash can, or is lost in the mass of similar proposals received from competitors.

Types of commercial offers

Personalized CP - an offer designed for a specific person. Typically, such KPs are prepared for potential customers who have already made contact with a company representative, but still have not decided whether to make a deal.

Such an offer is usually prepared by an advertising specialist in conjunction with a sales manager, sales agent or personally sales director, depending on the thickness of the customer’s wallet.

Here is what must be indicated in a standard manual:

- Surname, name and patronymic, as well as the position of the recipient;

- date of sending KP, as well as its validity;

- a description of the problems of the potential customer that can be solved by responding to the proposal. It is assumed that the basic needs of the future customer are clarified during a business meeting;

- transaction parameters: deadlines, issue price, delivery conditions and so on;

Non-personalized CP - a message that is compiled for mailing to potential customers, for delivery at the first meeting, and also for sending after "cold" calls, especially unsuccessful ones.

As a rule, a client who is not interested in the offer made during the telephone conversation ends the conversation with the standard phrase: "Send us the KP, and it will be visible there." Properly composed commercial offer is an opportunity to significantly increase the return on such "failures".

The main goal of a non-personalized commercial proposal is to interest a potential customer, encourage him to make contact. That is why this KP does not contain the terms of a particular transaction, but demonstrates the capabilities of the company.

And yet - for each target audience, write a separate CP that takes into account the specifics of the potential client. As the saying goes, "To whom the pop, to whom the priest, and to whom the daughter of the priest."

Commercial offer structure

Headline - do not be greedy when filling out it, select a larger font and add color (but within reason). Keep in mind that the headline is the first thing a potential client sees, so try to put as much intriguing and enticing information as possible into a minimum of words.

Lead - the beginning of the beginning, the opening paragraph. It is worth describing the very "splinter" that sits in the soft spot of the client and which you are ready to pull out on "conditions favorable to the client." The rougher the “splinter” and the more radical your remedy eliminating it, the higher the chances that the CP will find a response in the soul of the client.

Description of the essence of the KP - state in two or three sentences exactly how you are going to extract the "splinter". Do not go into details and details - their list can be entered in the annex to the CP.

Information about the company - tell us how many years you have been engaged in the extraction of "splinter", what types of "splinter" you can handle. Do not forget to mention the grateful customers who have already experienced the degree of your skill.

Motivation - remind the client that the splinter is not a pregnancy, it will not resolve itself. But if he turns to you immediately, then his soft spot will be "absolutely free" greased with brilliant green. Even if the client does not have a splinter at the moment, who will refuse the free gift?

Contacts - do not force the client to send a response to KP to the "grandfather village". Provide all possible contact details. Someone prefers to discuss details on Skype, someone prefers a telephone conversation. Your task is to predict the possible course of development. Immediately indicate the name and position of the contact person.

Standard CP size is one page. The client will probably not read too long “sheets”, fearing for the safety of nerve cells frayed by stress. Be concise and customers will reach you.

Do not neglect the available formatting options. Subheadings, lists, quotation marks, brackets, font change - all this helps to highlight especially important points.

A commercial offer is a powerful tool to help you gain new customers. Use it for all 100!

Commercial offer or How to pull out a "splinter"? - See more at: