Large enterprises are constantly looking for new partners for productive cooperation and increase their own profits. A variety of means are used - personal meetings, negotiations, sending press releases. It is possible to win over some entrepreneurs to their side only by formulating a commercial offer, which indicates the most detailed information about the planned cooperation. Compiling it is quite simple, any experienced manager can handle it.
What is KP?
In its form, an offer is a selling text, which should motivate the reader to take a certain action, in this case, a call to managers. This is precisely the meaning of its creation, and it is necessary to take into account special specifics - written communication is not able to convey our emotions, therefore it cannot be compared with face-to-face conversation. All the advantages of working with you should be set out on paper in such a way that the information is concise, concise, and stimulating the client to communicate with you.
A commercial offer plays a particularly important role in the B2B market when it comes to building partnerships between large organizations. After 2008, the purchasing power of a large number of enterprises began to decline, and therefore marketers actively began to introduce the ability to draw up individual cooperation plans for each organization based on its needs.
According to top managers, those selling texts that take into account up to 80% of the client’s desires give the greatest effect. There are different ways to find out his needs, it is easiest to contact managers and clarify the information you are interested in. Based on the data received, you will be able to draw up the first forms of a commercial proposal, a sample of which is best written together with your immediate manager. Thus, the client who received your original application that meets all its requirements, simply can not resist.
What should it include?
There is a legislative act regulating various forms of commercial proposal - 44 FZ (federal law). With its help, contracts are concluded for the procurement of various services and goods designed to meet municipal and private needs. The document must contain the creation date, the name of the customer organization, and the full details of the potential participant.
Next, indicate the names of those goods or services that you plan to provide to the client. Then you need to clarify the value of each position, the implementation of which you are engaged in, as well as inform the customer about its various characteristics. Pay special attention to the correct design of your business letter, the visual component in some cases helps to achieve the desired result.
Information on the terms of delivery and payment may also be reflected in the form of a commercial proposal for the supply of goods or services. If you plan to cooperate with companies from other regions, it is definitely worth indicating the terms of the order. In this case, photos of the goods that you plan to deliver can also help, the client will be able to immediately determine whether the products really meet his requirements.
Be sure to include in your proposal manager responsible for working with new customers. The seal of the organization will confirm your intentions, and then the potential customer will consider you seriously. If all the information sent by you has a limited validity period, you must also say so in a letter.
What types of marketing letters exist?
The form of the commercial proposal will differ depending on the type of the latter. For example, if we are talking about its basic variety, when a sales letter is sent to several customers at once. Future customers do not know about you, and the information sent may help draw their attention to your organization. The main advantage of this approach is the large reach of the potential target audience and significant time savings. Among the shortcomings are the lack of unique content, as well as the fact that the letter is likely to be considered by a person who does not have the right to make any decisions.
You can send these types of sales letters when you plan to offer a single product that is interesting to a large number of consumers. This includes letters with ideas about delivering food to your home, creating your own sites, as well as performing various services - cleaning the premises, repairing vehicles, etc.
There are also forms of a commercial offer for work or delivery of goods that are sent to one specific employee after preliminary negotiations. They are called "warm", and their customers, as a rule, are very much waiting for them if they are satisfied with their communication with the supplier. Such a letter should be compiled taking into account the needs that were identified earlier, it is recommended to start it with phrases in the style of “According to our agreements, I am sending you ...”, etc.
Once you have sent your offer, give the client a couple of days to read and make sense. At the end of this period, you can call the potential buyer to discuss the received letter. In such a dialogue, interaction points are usually built up, the pros and cons of your business idea are clarified, new conditions are put forward, both sides take another step towards signing an agreement.
When is it worth writing a letter?
Experienced entrepreneurs argue that at first it is better to personally communicate with representatives of the client, then the chances of getting him into your database become higher. Some companies have traditions where all letters that come from unfamiliar addresses are automatically sent to the Trash folder and no one reads them. In such organizations, they are ready for new contacts only in case of a preliminary call to the secretary or manager.
That is why it is necessary to first establish contact with the representative of the customer, who will make the direct decision on whether to cooperate with you or not. Only after that it will be possible to prepare a proposal form for 44 Federal Laws, while the sample can be slightly modified to suit the needs of the client. It is important that your business letter is sent only after you have received prior consent from the customer, then the chances of signing the contract will be as high as possible.
Why can your KP go unanswered?
Even if you make great efforts and compose an original form of a commercial offer for services or goods, a potential customer may ignore it. And there may be several reasons for this, the main one being the wrong choice of addressee. Beginning businessmen often make a mistake when they send out their letter to absolutely everyone in a row, not worrying about whether those who are interested in beneficial cooperation will read it. A separate reason is the inability of your quotes to compete with those sent by competitors.
If you have not considered the needs of your own clients, do not count on any answer from them. The non-use of the commercial offer form makes it inconvenient for reading data and additional analysis, so it is simply necessary for those who want to succeed. You can fail if your letter is huge in size, it is not specific and does not indicate the benefits that the buyer can receive.
What should be considered when creating a KP?
Regardless of whether you compose an electronic or printed form of a commercial proposal, you need to understand why you are doing this. Do not dump a ton of information on the client, focus on the quality of your business letter. The main thing in KP is data that should stimulate the client to sign a contract. It is advisable to put yourself in the place of a potential buyer, focus on his needs and constantly answer the question: "What benefit will the contract with us bring to the client?"
The principle of pricing should be clear to the client, he must know, on the basis of what factors you offer him the goods at precisely this cost. Therefore, you should send after the KP price list for your services. Your proposal should call for certain actions, the buyer must understand what needs to be done to contact you. It is very important that after completing the first purchase you thank your client for your cooperation, this will surprise him and attract him to you.
How to strengthen your CP?
Once you have filled out a quotation form for the supply of goods or services, supplement it with amplifying markers. The reliability of your words can be given by facts expressed in numbers and a description of the results of the studies. The more correct calculations that symbolize the potential benefit for the client will be in your business letter, the higher the chances of a long-term cooperation.
As an additional amplifier, you can use photos of your own product so that the buyer can immediately be sure that he is not buying a “pig in a poke”. If necessary, you can attach charts or tables to the letter indicating the growth of your organization, as well as a list of clients with whom you previously collaborated. Among the latter, it is best to indicate well-known companies, it is also recommended to apply positive feedback from existing partners.
What questions should it answer?
It is not necessary to constantly create original forms of a commercial offer for the supply of goods, a sample that you can focus on will be quite enough. It can be modified and supplemented with various information. The template should answer questions about the potential audience that your services will appeal to. Think about when you can use them and what problems to solve with their help. Can you tell us something about the formation of your package of services? Or what inspires you to develop them? If so, feel free to include this in your letter.
One of the main questions that a potential client can ask you is what is the use of your services and products? You should be ready to answer it at any time, and at the same time explain to the buyer what results he can achieve by signing a contract with you. Mention in your offer several factors that distinguish your products from those sold by competitors. Consider situations in which the customer may refuse to purchase, and try to prevent its occurrence.
Can companies search for suppliers on their own?
Some companies prefer not to wait for business letters from potential sellers, as this requires a certain amount of time. On their own sites, they publish a request for quotation, which describes the required amount of work or services, indicates the detailed terms for their implementation, as well as the procedure for financial settlements between the customer and the supplier.
In such a document it is usually customary to describe the place of service, as well as additional information - the availability of contract security. A single request for quotation does not exist as such; each company forms its own document. The more accurately it is formed, the faster the potential contractor will be able to voice the cost of its implementation.
If the company you are interested in does not have its own website, contact the manager, he can also provide you with detailed information about what this organization is interested in. Working with such a request allows you to save a lot of time, as well as provide the client with all the necessary goods or services.
What self-test methods can I use?
If you have already used the commercial offer form , samples are periodically sent to customers, but there is no result, you should check the work of your sales managers. Firstly, all the final figures in the documents should be placed at the beginning of the tables, as this allows the buyer to perceive the information received as efficiently as possible. It is recommended to compose all similar information so that it is accessible for perception.
Pay attention to the design of the tables, it is important that they contain all the data of a different format in the corresponding columns. This is especially true for prices quoted in completely different currencies. The tables used should not be too large and difficult to understand, ideally, each of them should fit on a standard sheet of paper. If you do not have enough A4 sheet, use landscape orientation, this will help at least fit all the columns on one page.
It is important that all formulas in your table work correctly, in order to learn how to build them, you only need to undergo training on working with software. Accurate paperwork will allow the client to conclude that you approach the work as responsibly and scrupulously as possible, which means that you can deal with.
After sending your business letter, it is recommended to wait two to three days, and then contact the representative of the potential client and clarify whether the proposal has been received. If you hear a positive response, do not hesitate to inquire about how soon it will be considered. The client in no case will refuse to cooperate because of this, on the contrary, he will have an understanding that you value your own time, and it is the most important resource for all representatives of modern business.