Commercial offer of food products. Commercial offer

Any successful activity of a product manufacturer or trading company includes both maintaining existing connections and searching for new customers. To increase sales volumes, all possible methods are used: advertising (in the press, on the Internet, on the street, etc.), network marketing, personal contacts and participation in tenders.

One of the effective methods of increasing sales is sending commercial proposals (offers) to potential consumers.

The advantage of this method is that the mailing is not carried out “blindly”, but based on market analysis and the search for potential buyers. Typically, this method is used for contacts with legal entities and wholesale buyers. But, sometimes, a well-written, bright, concise and effective commercial proposal sent to an unlimited circle of people brings success. The preparation of such a document is preceded by an in-depth study of the market and a thorough analysis of the strengths and weaknesses of competing products/services. There is no ideal, so you must clearly understand the position of your product in the market. It is a mistaken opinion of some (especially beginning) entrepreneurs that they need to offer the lowest price on the market, and then they can raise it. This often repels large and serious consumers who see such an offer as a hidden financial threat or low quality.

A special case is a commercial offer in response to a consumer’s request to conclude an agreement for the supply of a specific product. We will also consider this case.

In order not to become the hero of the bearded joke: “The negotiations ended successfully - the seller went to look for the goods, and the buyer money,” you need to learn how to correctly compose the text of a commercial proposal for the supply of goods.

On the Internet you can easily find many standard samples of commercial proposals for the supply of goods. We do not recommend using them as a blank.

Any proposal is a unique document and should be approached creatively. It is important to adhere to some basic rules.

Rule 1

It is best to submit your proposal on letterhead with the full details of your organization. For these purposes, it is advisable to develop a special form with an improved design.

The document should be concise, correct both stylistically and grammatically (grammatical errors repel the client), and not contain a large number of special technical terms. If you know your competitors' commercial offers, then try to make your letter different from them. Don't use competitors' offers as a model.

Rule 3

You should not directly criticize competitors and focus on their shortcomings. It is important to highlight the competitive advantages of your product/service. The expressions “shock”, “unique offer” or “for the first time in Russia”, which are acceptable in advertising, are inappropriate to use in a commercial offer. If your product is patented, this must be reflected in the text. Your letter should not look like an advertisement, even if it serves this function. Otherwise, there is a high chance that the recipient will throw it in the trash.

For the recipient to highlight your Commercial offer from a number of others, it must be correctly compiled and executed. Be sure to highlight your unique competitive advantages.

In addition, if you offer services, you need to talk about the company’s employees, and if you offer goods, about the features of production. Finally, it is important that your proposal is easy and interesting to read.

You will learn:

• How to write a commercial proposal so that it is read to the end.
• What types of commercial offers exist.
• Why you shouldn’t start working with a potential partner with a commercial proposal.

Commercial offer– a common tool when working with partners: current and potential. A commercial proposal is a common type of selling text.

Each of us has met different examples of commercial proposals– the text motivates to perform a certain action, for example, a trip to the office, a call to managers, etc. It is the performance of such an action for cooperation with the company that becomes the goal of drawing up a commercial proposal.

Sample of a commercial proposal

Not every manager can do it on their own prepare a commercial proposal. Indeed, a commercial proposal on paper has serious differences compared to ordinary communication with a client. You have to put on paper the advantages of your proposal in such a way that the information is both brief and succinct enough, stimulating the potential client to make a deal.

Sample commercial proposals for downloading

An example of an ideal commercial proposal

Sample commercial proposal No. 2

12 elements of a commercial proposal that will increase sales by 16%

Alexander Stroev,

General Director of IT For U, Moscow

In order to receive positive responses from such large customers as, for example, RosAtom, Siberian Generating Company, etc., I began to study their procurement regulations. This experience gave us the idea to create our own internal regulations for preparing commercial proposals for large clients.

These are the provisions that must be included in the form of a commercial proposal.

Types and examples of commercial proposals

1. Basic commercial offers.

Such a commercial offer is usually sent out in large quantities. The commercial proposal is presented in one unique form. Potential clients of the company do not expect any letters from your company; in this case, the goal is to “attract” the attention of your audience.

How to make a commercial proposal

Step #1. Your aim. As a rule, a commercial proposal is drawn up for distribution to your clients. It indicates the company’s goods and services in the hope that the recipient will be interested in at least one of the proposed positions. But it is possible to work for sure - to find out the client’s need, placing a bet on it, reporting about specific services or goods that are important for the recipient. Therefore, at the first stage, you should decide on the purpose of drawing up your commercial proposal or sending it to a potential partner request for quotation .

Step #2. Not quantity, but quality. Try to keep your sentence length moderate—don’t try to include everything at once. It is better to provide a relatively small amount of text, choosing quality over quantity. You should pay attention to more relevant data, abandoning unnecessary offers that will only distract the reader. You should not distract the reader from the main thing - stimulating information that will motivate a person to conclude a deal or take another necessary action.

Step #3. Your proposal or offer. Offer – what you offer to a potential buyer. It can be considered the most important element of the commercial proposal. Since it usually depends on the preparation whether a potential client will be interested in studying the commercial proposal. It is important to take care of an informative and sufficiently “catchy” title.

The offer must be based on the following basic postulates:

• prompt provision of services;
• favorable prices;
• provision of additional services;
• availability of payment - deferred payment;
• providing discounts;
• delivery terms;
• additional service;
• company warranty obligations;
• brand prestige;
• high result;
• availability of several product versions.

Good offer or unique selling proposition(USP) involves the combination of several elements. For example, the harmony of an attractive price and comfortable delivery conditions or guarantees, etc.

Step #4. Focus on solving customer problems. A competent commercial proposal is focused on solving the problem of the target audience. A prerequisite is focusing on the problem of your clients.

It should be borne in mind that a commercial offer, which is limited to simply a story about the company’s goods or services, is useless waste paper that cannot interest a potential client.

The text of the commercial proposal should be client-oriented. He becomes the main character of our story. The more phrases “we”, “I”, “our” in the text, the less it will arouse the reader’s interest. Why should a client waste time reading a eulogy about a company?

There is even a rule - 4 “you” and one us. Some people talk about 3 “yous,” but this does not change the principle. Focus not on yourself, but on the reader. In this case, the commercial offer will be more valuable for the reader. When drawing up a commercial proposal, you should always be guided by the client’s question, “Why is this beneficial for me?”

Step #5. Pricing. The client needs to understand the company’s pricing principles. Therefore, you can in your own commercial proposal for cooperation talk about the pricing system - what factors are the basis for cost formation. Or send a price list with your commercial proposal. When operating in a highly competitive market, you should send proposals with competitors' prices. A fairly effective method is to convey information to the client about the benefits he will receive.

If you send a price list along with a commercial offer, you should consider the following tips:

1. Typically, commercial offers based on a list price go straight to the trash bin. Therefore, it is necessary to think about stimulating the client to get acquainted with the proposed price list. For example, you can inform that there is a discount on all products in the price list that is attached to the letter.
2. A clear price should be indicated. Clients do not like the wording “from ... rubles.” If such a formulation cannot be abandoned, then it is necessary to at least clarify this “from” - in order to understand what a specific price depends on.
3. If a price scale is used depending on certain indicators (for example, container capacity, time parameters, etc.), this should also be deciphered.
4. If there are some conditional parameters (for example, the validity period of the price). They should not be indicated in small print - it is important for the client to understand the essence of the offer and pricing.
5. If possible, do not write the word “price list” itself. You can call it another word, try to highlight the recipient. He must understand that he was not sent a common price list for everyone, but an individual one, attractive specifically for him.
6. If you limit the validity period of the offered prices, you must indicate this in a visible place.
7. Before sending, check that the print quality is good, with no gaps or streaks from the printer. Each letter, and especially the number, should be clearly visible.

Step #7. Gratitude after the first sale. Once you've made a sale with a quote, you shouldn't let the customer go. The first step after the first cooperation is gratitude. Every person is pleased to see gratitude and hear “thank you.” After all, this confirms that they did something kind and good. We rarely meet grateful people. Thanks to your gratitude, at least surprise your client, because he did not have to read such letters.

Download examples of commercial proposals for different areas of business at the end of the article.

8 Sales Killers

1. Uncompetitive offer in KP.
2. A commercial offer is sent to people who are obviously not interested in it.
3. The commercial proposal is drawn up without taking into account the needs of the target audience and competitive advantages of the company .
4. Poor design of the CP, which makes reading and analyzing information difficult.
5. The CP simply tells, but does not contain a specific offer for clients.
6. The CP considers only the product itself, without indicating its benefits for the buyer.
7. The reader is forced to read an overly cumbersome commercial proposal.
8. A person who does not decide to cooperate gets acquainted with the commercial proposal.

8 commercial offer amplifiers

1. Data- will give credibility to your statement. Facts are trusted, they are not argued with, and they are the ones who will help create an offer you can't refuse .
2. Research results– the effect will be similar to the facts. Research is being conducted to understand patterns that help in making good decisions.
3. Numbers and figures. In practice, numbers look much more convincing than words. The numbers are specific information that will be clear on the reader's specific question.
4. Calculations– if in your commercial proposal for a client you promise to receive additional income, this must be confirmed by calculations.
5. Images– the phrase “it’s better to see once than to hear a hundred times” is very true here. Depending on the specific specifics of your proposal, you can offer readers pictures, photographs or other images.
6. Tables or graphs– an excellent tool for proving growth dynamics.
7. List of clients– is relevant when big names are among them. The reader will assume that if you have worked with such large companies and they trust you, then the company is really serious.

As the response showed, this topic was of great interest to a large number of readers. Which is understandable.

By and large, its further fate depends on the introductory part of the commercial proposal.

A person reads one page of text (carefully) for 2-3 minutes. Commercial offers are scanned in a few seconds. And if in these seconds we were unable to “hook” the reader, the phraseological unit immediately comes to mind - “write is lost.”

To continue the topic raised, we decided to prepare another article, only to approach the issue from a completely different angle: to show with what expressions original commercial proposals can be started.

Follow the rules of the game

A commercial proposal begins not with the first line, but with thinking. First, it is thought out in the head in the form of a “fish”, and then it goes on to paper. And only then various “gadgets” are connected.

Never forget the specific purpose of your sales pitch. There are a lot of them, and the company’s arsenal should have several “blanks” for different purposes.

I want to be precise and clear: the title of the article “10 phrases with which you can start a commercial proposal” is in itself absurd. Because stereotypes are far from being held in high esteem today.

It would be more correct and accurate to say this: “ 10 scenarios on how to start a commercial proposal" Words (as well as phrases) can always be used differently, but the essence must remain inviolable.

For clarity, we will not shake the air with our imagination and “come up” with convenient examples, as many authors of educational articles do.

We will present 10 scenarios for starting the formation of individual commercial proposals and support them with examples from our personal practice - that is, fragments of commercial proposals that we prepared for clients of the Denis Kaplunov Studio.

No. 1 - answer to the request

The very first scenario. The situation is simple: we send a commercial proposal for a specific client request. That is, the client himself wants to study our CP.

The situation is very favorable, because we no longer need to “warm up” the client. It is enough for him to tell him what he himself asks for, and to do it brightly.

In such a situation, the easiest way to start a commercial proposal is to remind the client what he himself asked for and show that this is exactly what we are doing.

Purely on a subconscious level, the client begins to read carefully, because he himself asked for this information.

Natalya, hello!

We have carefully studied your request and are fulfilling it immediately so that you can quickly receive all the information on stationery.

These are the conditions for exactly the positions you requested.

At the same time, we can select analogues based on the invoice (or price list) of another store so that you can compare prices and make the best choice.

Or another example of a commercial proposal after a telephone conversation with a client:

Good morning, Ivan Ivanovich!

As we agreed during the telephone conversation, we are sending interesting information on your company’s website.

Today, it receives an average of 75 potential clients a day.

At the same time, we found out that the audience of potential clients for your services is MUCH WIDE! Simple forecast: 420 leads per day.

Are you more interested in 420 leads per day or 75?

Here are just the results of a small study of the main search queries entered by representatives of your target audience:

1. Request No. 1 – __ person
2. Request No. 2 – __ people
3. Request No. 3 – __ people

And there are only 24 such requests. We attach more detailed information to this letter.

As you understand, this scenario is suitable specifically for “hot” commercial offers. Although, with certain skills and abilities, they can be turned into “warm” ones and even made into working pieces. But that's another conversation.

And finally, a little advice: if you are asked for a price list, do not send a bare table. Before it, add personalization - contact the client by name, remind him that he himself requested this information from you. It brings us closer together.

No. 2 - a blow to the main problem

Every business has problems. Every business area has common problems. And there are also problems that cannot yet be solved with existing capabilities.

This scenario is ideal when selling a new, unique solution that helps relieve the client of a pressing problem.

Look how we played with this situation when preparing a commercial proposal for a new widget for online stores, which allows you to take and present accurate measurements of things. It is important for buyers to be sure that the indicated sizes correspond to their personal natural data:

If you sell clothes , then you know that at least 40% of items are returned by customers for the most banal reason - the size does not fit...

You use sizing charts, provide detailed descriptions, and high-quality photographs, but the items keep coming back...

We focused on a real problem that is relevant to the target audience - the systematic return of goods due to size mismatch. For online clothing stores, this is a real weak point, since the buyer sees only a picture and does not have the opportunity to try on the item before purchasing.

No. 3 - current need

Needs are a constant thing. One is replaced by another, and this continues almost without stopping. It's like shopping for a dress with your lady. He bought it, and then it turns out that there are no shoes for him in his wardrobe. A-ya-yay. We need to fix this. We bought shoes. Well, what about without a handbag? And so on.

It's the same in business. There are always current needs. Therefore, if the client thinks about them, we can turn this to our advantage and start the commercial proposal with that.

You have created a website and are puzzled by questions:

1. How to make it popular?
2. How to direct a flow of potential clients to its pages?
3. How can you use it to increase your sales?

There are several answers to these questions. At the same time, the most effective and high-quality answer is search engine promotion.

Why? Because the result of search engine promotion is “warm clients” who themselves are looking for companies that provide the necessary services.

That is, they already want to buy.

Won't it work? It will not work? Oh well. At first people also did not believe that the Earth was round.

#4 - shocking statement

Here we connect the effect of surprise. In words we ask for a light cold shower. A man reads and thinks " Oh come on. How can this be?»

Do you know that 10-20% of the numbers in your phone database are inactive?

Let's imagine that you decide to send SMS to your customer base. You collected data, and you have 10,000 customer numbers in your database.

You plan to send SMS at least once a week. According to general statistics, from 10 to 20 percent of subscriber numbers are inactive for various reasons. That is, your messages are going “nowhere”.

Which exit?

No. 5 - a more rational solution

From kindergarten we remember that there are several ways to tie shoelaces. Now men are learning how to tie ties, and girls are learning how to tie scarves.

There are always several ways to achieve a goal of interest. If your product is one of these, you may want to think about tactics to differentiate it from other alternatives. And take advantage of this difference.

We used this tactic when preparing a commercial proposal for a printer rental service:

“Printer rental from 1000 rubles/day”

There are many situations where buying a printer (and then servicing and maintaining it) is not economically justifiable, especially if it can be rented.

Examples of situations from our clients:

1. Taking part in an exhibition or forum
2. Business trip and inability to take the printer with you
3. The need for a printer for one-time work (for example, printing in color)
4. Need for an additional printer during a tax audit
5. You need to urgently and quickly print a large volume of documents.

#6 - strict product presentation

I will say this: when there is correspondence between serious companies, it is customary to use a certain style. Classic copywriting and sleight-of-word techniques may fail here.

Sometimes it is enough to maintain clear and specific language. Don't beat around the bush, but get straight to the point.

This technique is advisable to use when the client already knows what the text will be about. For example, if our commercial offer is formulated on a website page where the reader comes for a specific purpose.

See an example of the text in which we presented “autogas”:

Autogas - the choice of modern drivers who know how to count their money. It allows you to significantly reduce fuel consumption per kilometer of travel, while maintaining the usual comfort and power of the car.

More than 10 thousand drivers in Latvia and 20 million drivers in Europe have chosen autogas because it is much more profitable than gasoline and even diesel fuel.

And here is proof of this:

This method can also be used for cold and warm mailings or when publishing a commercial offer in the form of leaflets and other printed materials.

By the way, one of the company’s clients admitted that before our competent example, he read a commercial proposal for diesel fuel and rejected it.

No. 7 - new benefit in the near future

Any businessman is looking for new ways to gain value for his product or service package. And, naturally, he is ready to study information about such opportunities.

Here it is very important to know and understand the guidelines of such “profitable” directions. And sometimes they are just in front of your nose.

Here is an example of the beginning of a CP to promote one technological improvement in the production process of sausages and smoked meat products:

Tomorrow you will be able to reduce the cost of producing deli meats by 30-35%.

This will allow you to offer the market a more favorable price without losing product quality. Consequently, you get a new competitive advantage and the opportunity to increase the profitable part of your business.

And all this can be achieved with one simple technological solution.

No. 8 - business plan language

I love this style when you need to sell the opportunity to save or earn money and when we have an audience of entrepreneurs and investors in front of us. Especially non-beginners.

Such people do not need slow dancing and foreplay. Give them the “meat” right away. “Get to the point,” as they say.

So, if we are selling a business, we need to approach it accordingly.

Your mini-plant for the production of aerated concrete

1. Investments pay off in a period of 2 to 6 months
2. Profit – from 600,000 rubles per month
3. This takes no more than 3 working hours a day

The beginning is interesting because there is a sense of benefit in it. Then we simply open the proposal. And we build it according to the business plan scenario. Just don't need 100 pages.

Briefly, specifically, to the point.

No. 9 - “Product face”

If your goal is to draw attention to a product using a commercial offer, take a closer look at this technique.

“Product face” is when you offer really interesting things. Ideal - when they have clearly defined differences that are useful for the target audience.

But even if you can’t brag about it, the “Product with Your Face” technique will come in handy. Its main feature is to use product images at the very beginning of the commercial offer.

The reader will definitely look at the pictures, and if they attract him in any way, your text will be read more carefully.

An example from a commercial proposal that we prepared for a representative of a manufacturer of women's bags (the text was aimed at wholesale buyers).

We immediately connected several “hot spots” to the power of images:

New fashionable women's bags in Moscow - wholesale!

• Wholesale/retail price margin - 300%
• Free delivery within Moscow
• Assortment - more than 1500 models per season
• The minimum order for wholesale price is RUB 10,000.
• All documents for inspection authorities

Look at these bags:

The redhead is very good, right? That's why she's in the center.

No. 10 - “Sweet Candy”

Children love sweets. And adults love money. By and large, money can be called sweets.

Each of us wants to earn even more than we can today. And if the offer is worthy, we are ready to consider the possibility of additional income.

This is what the “Sweet Candy” technique is based on, when at the very beginning of the commercial offer we show how and through what the reader can earn extra money.

See the example we prepared for one regular client. The audience is managers of car dealerships. They are offered additional income by selling cars to customers. This is an offline affiliate program:

Good morning, Ivan Ivanovich!

TOYOTA is a legendary brand. Cars of this brand have been bought, are being bought and will always be bought.

What if you start earning an additional $125 to $750 from the sale of each car? And for this you do not need to invest a penny and not disrupt your work schedule.

Let's say if you sell 100 cars a month, that's an additional $12,500 - $75,000 every month.

Thus, in just 1-2 months you can easily earn money for yourself (or your loved ones) for a brand new Toyota.

Notice the personalization? That's right, the brand name. Naturally, a proposal was sent to the Ford dealership with information on cars and the Ford brand, etc.

Personalization is always good for business proposals.

Instead of a postscript

You've just learned 10 techniques for developing your sales pitch intro. And you see that they are all different. In fact, there are even more of them, and we are discovering new ways every time.

Because very often you have to take into account the personal task of a commercial proposal, its audience, the degree of uniqueness and attractiveness, the delivery factor, the development of printing design, “hot spots” and many more subtleties that affect efficiency.

If you need a working commercial proposal, contact us at the Studio, we will definitely come up with an original design for your task.

The ability to write correct and effective commercial proposals is very important in any business. We can say that with the help of a commercial proposal, a certain form of communication occurs between the company and its real or potential partners, suppliers, and clients.

When developing a commercial proposal, you need to pay attention to both its design and structure, as well as content. A high-quality commercial proposal should not contain too much text. Ideally, it will take no more than 2-3 pages (in some cases, depending on the specifics of the industry, the document can reach 10-15 pages). And if we are talking about a “cold” commercial offer, then its size should not exceed one page of text, otherwise it will simply not be read.

As you can see, in order to invest in the limitations of the optimal size of a commercial proposal, and to express its essence to the maximum, you need to spend a lot of time and effort on developing the very content of this document. If you need to make a commercial proposal, and this is your first time, then you cannot do without templates, samples and examples. On the Internet you can find a huge number of ready-made examples of commercial proposals that you can use as a basis.

Some templates are almost ready-made commercial offers. All you need to do is just fill out the ready-made form, entering the name of your company and the type of services provided. However, regardless of how exactly you will create your commercial proposal (use a ready-made form or write from scratch), you must always remember that a commercial proposal is a very important document in your business, which can, figuratively speaking, determine your fate your business.

Preparation of a commercial proposal

So, first you need to determine to whom you will send a commercial proposal. Depending on this, its structure will change slightly. Commercial offers can be personalized, that is, written for certain specific people (or companies), or non-personalized, that is, designed for a wide audience.

However, even if you are interested in the second type of commercial proposal, you must create it for a specific target audience. That is, your target audience is people who could potentially be interested in your product or service. For example, the target audience is young parents, and small business lending services are, accordingly, aspiring entrepreneurs.

What is the purpose of any business proposal? Of course, selling a product or service. Therefore, all efforts when drawing up a commercial offer should be aimed at attracting the recipient’s interest and inducing a desire to make a purchase. Therefore, from the very first lines that your potential client reads, your commercial proposal should arouse interest and force you to at least read to the end. And if the recipient of the commercial proposal reads it to the end, it means that he is interested. And if he is interested, then there is a chance that he will want to become your client or partner.

In more detail about the structure of the commercial proposal, we will briefly recall that this document must consist of at least three components: introduction, main text and conclusion. That is, your commercial proposal must be consistent and structured.

Samples of commercial proposals

Below are several samples of commercial proposals for the provision of various types of services. As you can see, these examples contain all the basic elements of an effective commercial proposal: there is a short, attention-grabbing phrase at the very beginning, the main essence of the commercial proposal is presented briefly and succinctly, and images, different colors and fonts are used.

Non-personalized commercial offers

They are also called “cold” commercial offers, that is, they are sent to all potential clients of the service. Examples below ( To view in maximum resolution, click on the image):

Personalized commercial offers

In fact, such a commercial offer differs in structure from non-personalized ones only in that it is addressed to a specific person (this could be a business owner, a company director, a manager). Here is an example of such a sentence:

Download a sample commercial proposal

Sample commercial proposal form

How to make a commercial proposal online?

Today, there are many online services that work so that you can quickly, efficiently and without problems create an effective commercial proposal. According to user reviews, one of the best services is QuoteRoller. Previously, this service only had an English-language interface, which for some was a barrier to its full use. However, QuoteRoller already exists in Russian. On the website www.quoteroller.com, by clicking on the link at the top right of the page, you can register, and then start making your commercial offer, following simple instructions.

In addition, there are other online services for preparing commercial proposals, for example, Moffer. This service is also quite popular and easy to use.

Evgeniy Malyar

# Business nuances

What is the purpose of a commercial proposal? How to compose it correctly? Is there a universal template? The article provides answers to these questions and also provides samples for downloading.

Article navigation

• Objectives of the commercial offer
• How to make a commercial proposal for the supply of goods
• Offer for the supply of food products
• How to offer equipment
• Spare parts offer
• Offer of building materials
• Furniture supplies
• Commercial offer of workwear
• CP for the purchase of goods

Nowadays, as everyone knows, there is no shortage of goods. On the contrary, there is overproduction in many industries. For this reason, the most important task of global business is solving the sales problem. Many people know about such a tool as a skillfully composed commercial proposal, but not everyone knows how to draw it up correctly. The text offered for review is devoted to this topic. Below we will tell you how to correctly draw up a commercial proposal, and also present visual examples of successful solutions.

Objectives of the commercial proposal

It is not for nothing that a commercial proposal is called commercial. Its sender is the enterprise. It is addressed not to the retail consumer, but to a commercial structure. The task of the drafter of this document is to convince the potential client of the opportunity to earn or save a significant amount.

The difference between a commercial offer and an advertising offer is the addressee. He, like the addressee, is most often a legal entity.

The products offered are goods to be resold or funds (current or fixed assets). The commercial category also includes proposals relating to:

• low-value property, such as stationery or printing supplies;
• routine maintenance of technological equipment, vehicles, etc.;
• software;
• accounting and auditing;
• legal support.

In each of these cases there is a common feature - the expected benefit for the purchaser of the product or service.

How to make a commercial proposal for the supply of goods

A commercial offer for the supply of products is a letter containing the recommended sections below.

Appeal. In the case of mass mailing of commercial letters, this paragraph is excluded or replaced by the generalized form “Dear head of the enterprise.” If the proposal is drawn up after preliminary negotiations, after which the person responsible for the procurement has agreed to familiarize himself with the conditions, then you should contact him by name and patronymic.

Title. After the preliminary conversation, the manager may become distracted and forget what he talked about with the representative of the potential supplier. The title should remind him of this. It represents the most concise (up to ten words) form of the conversation topic. For example: “Commercial proposal for the supply of cement.”

Offer. This is the main part of the letter, which outlines the benefits of the proposed product. It should be understood that the commercial structure is most often not interested in how good the product is for the end consumer. For example, economic characteristics such as:

• profitability (profit percentage);
• liquidity (demand level);
• turnover (sales speed);
• terms of payment (prepayment, deferment, sale);
• ability to maintain suitability (perishable product, or it can be sold for a long time);
• conditions for returning unclaimed (defective, damaged) goods;
• advertising support and brand awareness.

As well as other important commercial qualities. All other things being equal, the decisive criterion for choosing a supplier is price.

The main rule of the offer is the minimum sufficiency of the information contained in it for the buyer to evaluate his possible benefits.

Call to action. After reading the offer, the recipient of the offer should know what to do next. You can count on the fact that he himself will guess to call the specified phone number, but it is better that it is directly stated in the text. In many cases, sales are effectively stimulated by limiting the period of preferential terms of the contract.

Polite exit. Yes, and in written communication you also need to be able to “leave” gracefully. The commercial offer, like a personal visit, ends with a discreet thank you for your attention.

There is no universal standard for all occasions, but each organization can create its own form. The commercial proposal form compiled according to the above plan will be used regularly by sales managers. All that remains is to make changes from the customer base and monitor the relevance of prices.

An example of a successful proposal, in this case office furniture:

View in full

The offer not only provides good prices for standard products, but also indicates the reasons for such a pleasant surprise (direct work from warehouses, no advertising costs). All the advantages of purchasing chairs from this supplier are listed (free departure, warranty, replacement of defective products, general efficiency).

Now it’s time to look at a few examples of offers included in offers for specific product groups.

Offer for the supply of food products

Food products are a broad concept. It includes everyday consumed products, delicacies, confectionery, canned food, tobacco, alcohol, and many other things, including animal feed. Each time, when choosing a strategy for creating an offer, a sales specialist relies on the advantages that promise benefits to the buyer, mentally putting himself in his place.

For example, when offering to purchase fishmeal, he understands that the letter will be assessed by a specialist who knows what the “Bronstein method”, “acid number” and other specific terms are. In turn, the feed mill technologist, having compared the parameters of the ingredient with analogues, will come to a conclusion about the final quality of the product of his enterprise. The chief economist will assess the prospects for increasing competitiveness, after which the general director will make a decision on the purchase of raw materials.

The case considered has its own specifics - the final product is intended for livestock farming, and advertising does not affect cows or pigs, unlike people.

Other products have their own rules:

1. The more powerful the advertising support and the more famous the trademark, the fewer the requirements for the commercial offer, and the offer in general can only be a small table (price list). At the same time, official representative offices, as experience shows, do not always offer the best price.
2. A new brand often requires “promotion”, sometimes quite expensive. The emergence of a new brand is accompanied by a period of introducing a food product to the market at reduced prices.
3. It is advisable that the proposal contains obligations for advertising support, merchandising and other means of promotion.
4. References to sanitary standards and hygiene certificates are required. Photocopies without wet stamps are available upon request. This precaution is not superfluous: there are retail outlets that sell “fraudulent” goods using someone else’s documents.
5. Offers on raw materials and ingredients are written by food specialists, and marketers only edit them according to style. There is nothing worse than an illiterately written proposal.

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How to offer equipment

The more complex the technique, the more qualifications are required from the offer writer. In most cases, equipment is supplied on the basis of technical specifications provided by the customer, so the commercial proposal is usually a short list of possible options indicating the maximum characteristics.

For example: “Our company manufactures automatic bottling lines with a capacity of up to 10 thousand bottles per shift.” In other cases, where standard products are expected to be supplied, the main emphasis is on competitive pricing.

The peculiarity of working with equipment is that the initiator is often the buyer, letting potential suppliers know about his intention to purchase certain machines or a production complex. This usually happens at exhibitions, or a tender is announced.

The commercial proposal template for neutral equipment is an extremely concise introduction with a brief description and price of the product:

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In this case, there is no need for a catchy title and an exciting form of presentation. The text is addressed to specialists who know very well what equipment the enterprise is interested in, as illustrated by the example provided. Price also does not play a primary role. Most often, it is not the amount that is more important, but its relationship with the useful economic effect (return on investment).

Spare parts offer

This offer is addressed to large and medium-sized operators of various equipment, as well as repair enterprises. To compile it correctly, it is necessary to understand what criteria for choosing a supplier are decisive:

• The quality of components and consumables, in some cases supported by appropriate certificates. For example, any part intended for installation in an aircraft structure must have a passport indicating all the parameters necessary to calculate the engine life.
• Origin. For example, auto parts produced by a third-party manufacturer that are similar in appearance to the original ones may not meet safety standards.
• Stability of stock availability. When performing maintenance and repairs, timing is important. If you have to wait for parts for weeks or months, then this is unlikely to satisfy the buyer.
• Terms of payment, price level and discounts. In any case, we should not forget about the economic component.

Deadlines for proposals for the supply of spare parts often do not make sense.

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Offer of building materials

There is no need to praise building materials - for their objective assessment there are brands (for example, Portland cement or M-400, alabaster, etc.) The head of a construction company knows what his company needs and will quickly understand what he is offered to buy. The offer for the supply of crushed stone, concrete or sand looks very simple: it is a table with two columns (name and price per cubic meter or ton).

For more expensive products, a breakdown of pallets (bricks), pallets (waterproofing coatings) or other types of packaging is also required. Construction timber is supplied in cubic meters.

In cases where a new progressive material is proposed that has not yet found mass distribution, a detailed description of its advantages is necessary.

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Furniture supplies

The proposal consists of the text of a letter addressed to the head of the enterprise, a color catalog and a price list indicating wholesale discounts (depending on quantity). Particularly large clients may be offered special discounts, which must be mentioned in the text.

In this case, it would be useful to describe special technological techniques (laminate made under high pressure, heavy-duty trimming, laser cutting and marking, etc.) that guarantee the strength and durability of the product. Delivery and assembly are usually included in the contract price.

A sample is presented at the beginning of the article.

Commercial offer of workwear

The work clothes of staff carry not only a functional load - in many enterprises it is an element of corporate style. A proposal for the supply of workwear may take this factor into account or contain information about an economical option that provides for minimum requirements. Descriptions or images of all types of products are provided.

A brief summary of the advantages and disadvantages of the proposed product, payment and delivery methods, additional features, discounts and everything else that distinguishes this supplier from its competitors for the better is necessary.

Competition in the workwear market is high, therefore the main condition for writing a successful commercial proposal is constant monitoring of prices and range of products.

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Large enterprises are interested in creating dealer networks and attracting wholesale buyers. This way of working is motivated by accelerating capital turnover by reducing the rate of profit. One of the means to implement such a business strategy is to send out commercial proposals that reveal the benefits of potential customers.

A sample letter illustrates the mediation scheme for the sale of steel doors:

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Profitability is justified:

• Sales statistics (averaged).
• Diversity of assortment and universal pricing policy, taking into account the different solvency of end consumers (retail buyers).
• High quality products that minimize maintenance and warranty problems.
• The percentage of the possible dealer markup, indicated in monetary units and percentages. On each door sold, according to the letter, the intermediary can earn from 77 to 94% of the profit.
• Additional benefits expressed in the possibility of purchasing even one product, custom-made doors, ten-year warranty, free shipping, advertising support and technical assistance.

This template can be considered very successful. It outlines the benefits of mediation in a concentrated and clear way.

CP for the purchase of goods

One type of commercial offer concerns not the sale, but the purchase of a certain product. In this case, the author notifies potential suppliers of his intention to purchase the product on the most favorable terms for him. In fact, we are talking about announcing a procurement tender.

Despite the opposite meaning, the purpose of this operation is the same - making a profit. The potential buyer seeks to attract as many sellers as possible and, as a result, get the lowest possible price with acceptable quality.