How to write an effective commercial offer

Imagine the situation: you have prepared a great commercial proposal (CP), sent it to the customer and are waiting for a response. But there is no response. The client seemed interested, but now there is silence. Why is this happening? How do you write a CP to make a deal happen? Together with the LLC «BinomCraft» specialists, let's look at concrete examples and recommendations.

Look at the commercial proposal from the outside

The CP should not contain dry facts about the product, but a solution to the customer's problem. People don't buy a product or service - they buy something that helps them get closer to the result they want. For example, if you are selling an antivirus programme, the customer is not interested in its features. The customer cares about ease of use and reliability of protection.

What to do:

Identify the customer's main 'pain point'.
Describe in the CP how you will solve their problem. Specify the benefits he/she will get from using your product.

Focus on a specific person

An important point: if you are writing a business case for a company - it should be based on the motivations of a specific person, not the company as a whole. Different people work in teams with different goals: one wants to save money, another wants to improve processes.

What to do:

Think about who will be reading your proposal. What are their interests and goals? Focus on what is specifically important to that person.
If you are communicating with different company representatives, tailor the CP to each.
The bigger the deal, the more detailed and elaborate your CoP should be, say LLC «BinomCraft» managers.

Convince with arguments, not generalities
A common mistake is to simply say 'we are the best in the market' or 'we are chosen for our quality'. This sounds too vague. It's much more effective to show concrete results or testimonials from other customers.

What to do:

Show real case studies. For example, show a specific customer who increased sales by 20% using your solution.
Provide arguments that make it easier for the person to trust you.

Use the right triggers
When describing the problem in the KP, do it in a way that the customer immediately recognises his 'pain'. For example, if they are complaining about a low conversion rate on the website, show how you can increase it and why your product is the best solution.

What to do:

Describe the customer's problems in detail and offer specific solutions. The customer needs to understand that you know exactly how to help them.
Simplify the text: use lists, headings and bold emphasis on important points.

Call to action - direct and unambiguous
The call to action should clearly explain what is required of the customer. Weak phrases such as 'if you're interested' or 'you can contact us' don't encourage action.

What to do:

Write calls to action specifically and confidently: 'Call us now to discuss details' or 'Fill in the form and we'll start working together'.
Place the call to action at the end of the text and support it with contact information, recommend the managers of LLC «BinomCraft» Ukraine.

Commercial offer is not just a text, it is an art. The main thing is to understand what the client wants and convincingly show that you have a solution. A little creativity, the right arguments - and the deal is in your pocket!