A commercial or business proposal, regardless of what aspect of the partnership it concerns, must have a clear structure and contain maximum useful information. A commercial proposal can relate to both a business relationship, the purchase or sale of any goods, cooperation on the development of a project, or even an invitation to an employee to work. To increase the readability of a compared, it is necessary to understand the intricacies of its writing, its types, and be aware of the mistakes that are most often made when writing.
How to increase the readability of a sentence?
The essence of a commercial proposal, commercial proposal, or compared is a letter or presentation about various kinds of cooperation. To increase the chances that your letter will be read, you can:
- Do not make a canvas of letters – the CP should be composed by breaking it up into small paragraphs for easier perception of information.
- Use subheadings, lists in the text.
- You should not give up all kinds of illustrations, tables that will help you understand what is proposed.
- It is best to use typefaces – highlight important points in bold, italic, or underline them.
These simple rules affect the readability of the text and thus affect the likelihood that your letter will be noticed.
Common mistakes when writing a compred
Let’s consider the most common problems when writing a business proposal:
- Praising the client, blatant flattery – most formulaic phrases aimed at praising, often just push the client away.
- Criticism towards the addressee – such an approach can cause negative emotions in the client. Even if your service is willing and able to help him, criticism from a stranger will only push him away.
- Text overloaded with information – do not dump a ton of information that is already known to everyone. Better to share new graphical information or calculations, tables that may be useful.
- Compred based on intimidation – you do not need to intimidate the client that without your offer everything will go awry. It is better to highlight the strengths of the project that may be more convenient or effective.
- Drafting the wrong “long” letter is a blind belief that a large volume can only harm, but in fact, if the client is not interested, any size will seem boring and long to him.
- Sending the same commercial proposal to a large number of addressees – when reading, there should be a feeling of intimacy, communication in private, and a general text aimed at a large audience cannot give this.
- Grammatical, spelling mistakes in the text – they can scare off the client.
- A proposal without specific facts – it is worth supporting the directed letter with specific evidence of what was written.
Of course, it is impossible to create a perfectly written CP the first time, everything requires experience. Before sending it, it is advisable to read it several times, try to look through the eyes of the client, and understand what is interesting and what scares away.
How to check a commercial offer?
Simple methods have been developed, thanks to which you can check the compiled business proposal, assess its impact on the client.
Let’s consider the methods in more detail:
- A quick look. The essence of the check is to look at the compiled compred – which places are worked out well, which ones catch the eye and seem interesting. It is important to pay attention to all the highlighted parts – in color, in italics, logos, headings. Do they cling? Do you want to read further and respond? At this stage, there are bugs that are corrected before sending.
- Understanding check. To carry out such a check, you will need a person from the selected target audience, but not related to the compilation. If he can catch everything that your letter wanted to tell, then it copes with its task and it can be sent.
- Finger test. It is necessary to read the written CP, excluding all words of praise (effective, best, unique), etc. The proposal should remain interesting without such expressions. Also, all words require specific reinforcement – calculations, reviews, tables, certificates.
What kind of commercial offers are there?
All commercial offers are divided into three main types: cold, hot and offer. Cold and hot are used in marketing methods of influencing the client, but the offer is an industry in the legal business.
Cold-type business proposals are essentially spam sent to a potential customer. Sending offers to unprepared customers, after which feedback will go, is possible to provide a clean list of recipients. If the list contains general email addresses, then your proposal will remain just spam.
The purpose of the cold compared is to force the recipient to read it to the end by all means. When developing a cold offer, it is necessary to take into account the main risks in which it may not be read:
- Upon receipt, you can attract by the subject or appearance of the letter.
- When you open, you need to create a high-quality offer.
- On reading – marketing methods of attracting a client are applied.
It is also important to remember that the client will not read a canvas of 10-20 pages of text, because he was not initially configured to view. The volume of the cold compred should be 1-2 pages of the most interesting information.
The cold view is massive, it is used to send messages to the maximum number of addresses.
Hot offers differ from cold ones in that they are sent to a prepared client. He can request it in person or after talking with the manager of the company.
They also differ in volume. If in a cold look it reaches several pages, then in the case of a hot one – 10-20 pages of text is not a problem. They maximally reveal the essence of the proposal, provide all the information, calculations, terms of cooperation, and so on.
A popular way to compile a hot CP is through a presentation form.
A public contract ready for signing is a kind of what is called an offer.
Commonly used for SaaS services and online stores. The offer can be, for example, in the form of registration on the site – as soon as the client fulfills this condition, he automatically agrees with the terms of the offer made.
What is an offer?
In fact, the offer is the heart of your business proposal. It provides clear information about exactly what you are offering.
An offer is a future benefit, not a service offered. It is important to remember this when drawing up a commercial proposal. This is an important part – to convey to the reader not just information, but precisely the benefit that he can get.
An offer for business cooperation or other service has its own clear structure, which must be followed.
The structure of the compared looks like this:
- Footer – contains the company logo, a few words and contact information. Created to save space and time, because by looking at it, the client can already understand who he is dealing with.
- The heading is a pivotal element in any existing form. In the title itself, the words “commercial offer” are suitable only in the case of a hot option, because the person already knows what it is and is waiting for. In the cold version, it is inappropriate to write this way, you can quickly get into the trash bin with the name “spam”. It is best to write it using a main heading and several subheadings below it.
- The first paragraph, aka Lead paragraph – the purpose of the first paragraph is to arouse interest and interest in the client. The lead is aimed at what is important to the recipient, worries him and is composed in 4 main ways (from emotions, from objections, from a problem and from a solution).
- Offer – it must interest the client in possible benefits, otherwise the commercial proposal will be closed and forgotten. You can use either the usual formula with benefit or bundles-amplifiers.
- Customer benefit – a list of what the customer can get if they agree to your commercial proposal.
- Working out objections – the main questions that may arise during reading can be closed with a regular paragraph with an explanation (who you are, why you can be trusted, what guarantees of your experience). The most powerful way to work out is guarantees. They are expected and unexpected. In the first case, there is a guarantee for equipment and furniture in case of breakdown, and in the second, a guarantee for repair at the expense of the company, and at this moment a replacement equipment is provided.
- A call to action is a small sentence that prompts you to take a specific action (Call us !, Write!). Accuracy and singularity are the characteristics of the call.
- The postscript is the last and most powerful element that inclines the recipient towards a positive decision. Usually you can limit the time or quantity of goods. Also, making a promise in the postscript is best to keep it.
Algorithm for writing a business proposal for cooperation
The writing algorithm is as follows:
- Attach a logo, write current contacts.
- Design the title.
- Describe an exciting moment for a client in Lida.
- Next comes the offer that solves the issue of concern to the client.
- Divide the compred graphically.
- List all benefits.
- To work out objections, immediately tell briefly who you are, why you can be trusted.
- This is followed by a call to act.
Compred written – what’s next?
When a hot compared is drawn up, such questions usually do not arise, because there are already interested persons who ask to send them details.
If we talk about the cold form, then there are different ways to send it:
- Send by regular mail.
- Send it by e-mail or presentation format.
- Send by application.
- Another option is to send just a letter, asking if the client is interested in this, and if the answer is positive, send a compred.
A business proposal is a quick way to send information to potential customers and hope for their response. But it is possible only if the compromise was drawn up with the manifestation of scrupulousness and understanding of the matter. Otherwise, a poorly composed letter may not achieve its ultimate goal, being simply unread or thrown into the trash. It is important to understand all the subtleties, to qualitatively manipulate all available marketing methods of influencing the consumer.