How best to offer cooperation to a company. Sample letter of cooperation

From this article you will learn:

How to write a proposal for cooperation correctly so that they cannot say “no”

What mistakes should you avoid?

Many businessmen and even managers large companies There is a problem with writing a proposal for cooperation correctly. Either they have no idea how to take on this task, or they make serious mistakes and then get upset when the partnership doesn't work out. The time has come to figure out how to competently and effectively write a proposal for cooperation to a blogger, media person, etc., what are the rules for composing such texts, and how to successfully present yourself and your company.

How to write a proposal for cooperation correctly

Who offers cooperation and to whom?

The need to write a proposal for cooperation usually arises among employees involved in developing the company's business. The texts of such letters are approved by the immediate supervisor or top manager of the company.
It is necessary to find out in advance who will receive your offer: an ordinary employee, a secretary, a manager, a department head. Each of them requires its own approach.
The letter can be addressed personally to the director of the enterprise with which cooperation is planned, or to the head of one of the areas, the boss structural unit or even a highly specialized specialist. The decision to initiate interaction will still be made by the company’s management.
Many people underestimate the importance commercial offer(KP) and do not understand why it is needed at all. You should understand the functions of the CP and the methods of its preparation.

Structure of a cooperation proposal:

Title. Surely your addressee is extremely busy man, and he may limit himself to reading only the subject of the letter to understand whether he is interested in it or not. Precisely formulate the topic: it should encourage reading the entire message (and not call for the purchase of a product, for example). You can prepare several emails with different headers and test them to choose the most effective option.
Problem. Experts in the field of copywriting and corporate communications recommend: if you want to write a high-quality, “catchy” commercial or cooperation proposal, raise issues that are relevant to the addressee at the very beginning of the text.
Solution options. By letting the recipient know that you are aware of their problems and understand their importance, you can offer own ways solutions: for example, services that may be useful to the reader of the letter, or partnership on favorable terms.
Price. Some entrepreneurs, when drawing up a commercial or cooperation proposal, do not dare to indicate the exact prices for their products or services, fearing that this will scare off a potential client or partner. However, experts advise that you still indicate the cost, giving the recipient of the letter the opportunity to decide for themselves whether it is high for him or not. But it is important to justify these prices.
Call to action. It must be clear and unambiguous. What do you want to achieve by writing a proposal for cooperation or sending a proposal? Calling, visiting a website, placing an order in an online store, or mutual barter services? Formulate your wish and be sure to list the bonuses and benefits that the recipient will receive, such as a discount on a product on the day the letter is received, for example.
Contact details. Indicate not only your phone number, but also other communication channels: website address, groups on social networks, Skype, etc.
Date. To prevent the recipient from getting confused in the messages (especially if the proposal is followed by corrected versions, additions, etc.), it is better to immediately indicate the date when the proposal was sent.
Signature. The full name and position of the author of the letter must be present in the text, and immediately after the introductory part. If you need to prepare and send a commercial or cooperation proposal in paper form, it is advisable to sign at the end.
Pagination. Long multi-page texts, including proposals for cooperation and commercial proposals, require numbering (format “page no.... from...”).
Decoration. Paragraphs are drawn up with a red line. IN emails Additional spacing between paragraphs is desirable - it makes it easier to read. Justification makes text look neater. When drawing up a proposal for cooperation or commercial proposal, give preference to standard fonts – Times New Roman, etc. The optimal font size is 12–14.

Writing and sending a proposal for cooperation is not all. Call the recipient and ask if the letter aroused interest. If not, then you will need to improve the text and design of the cooperation proposal. You can test the effectiveness of different letter options on regular clients, experts or personal acquaintances.

A few more tips on how to correctly write a proposal for cooperation:

The text must be on company letterhead.
Correctly address the company representative or person you are offering cooperation to.
Thank the recipient in advance - this politeness requirement is very important for business correspondence.

Letterhead is not at all obligatory, you can write a proposal for cooperation on simple sheet white paper. But a letterhead with a company logo is an advertising medium and an element of the company’s image.
Greetings– an important part of letters containing proposals for cooperation or the purchase of goods and services. Carefully compose the welcome part of the message. Some recipients need to be addressed by name and patronymic, namely:

Mood of the letter. A commercial proposal should exude confidence in the excellent quality of the product or service being described. Avoid cliches such as “Let me offer you...”, “We hope you will be interested in our proposal”, “We are looking forward to your response” - they make a repulsive impression. There is another extreme: phrases like “We are sure that you will like it!”, “We know for sure that...”, etc., sounding too arrogant and arrogant. Give the recipient the opportunity to form his own opinion about your offer.
Follow a positive style in letters from CP: use the particle “not” and negations as rarely as possible, replace them with affirmative phrases, use synonyms.

Attachments to the letter, coming at the very end, contain various additional information: technical descriptions, calculations, graphs, drawings, etc. You can attach several attachments to the letter, the main thing is not to overload the reader with information.
As for prices, then financial terms It is better to design proposals according to the principle of a layer pie: first describe the benefits that the client will receive, then indicate the price, then again outline the advantages. For products that have multiple versions, it should be explained what causes the price difference.
Arguments. Of course, any potential partner to whom you wrote and sent a proposal for cooperation, or a possible consumer of your product will have doubts. Especially if your message is profitable to the point of implausibility. Prove that it is feasible and realistic, provide the necessary arguments (depending on the specifics of your product or service).
Mini-cases and portfolios are usually used as arguments. completed projects, customer reviews or their lists, recommendations, calculations, various evidence, certificates and guarantees, photo reports, “before and after” selections, exact product characteristics or a detailed description of the company’s activities with all the necessary figures.
Relevance of the offer. All financial indicators, especially prices, are subject to change, so it is necessary to give the recipient a clear understanding of the timing of their relevance. Indicate the duration of your offer.

Examples of how to write a commercial proposal for cooperation

How to write a proposal for cooperation on social networks

Most people who have to write proposals for collaboration are concerned about how to find the courage to approach a famous person or blogger (and how to remain motivated to continue writing such letters if the response is silence or refusal).
If you think about it, this is very strange: after all, the same people are not at all afraid to look for new ways to develop their business, to maintain pages for their project on social networks in an original and beautiful way, to look for employees and assemble a team. Moreover, many have enough courage for reckless driving, extreme sports, and even buying shawarma at the station. But for some reason the need to write a letter to a star with a proposal for cooperation is frightening.
The thing is that everyone hates to receive refusals. But they will be there anyway. True, you can learn to behave in such a way that there are fewer of them. But even a sharp refusal is:

also a result;

not a verdict: after all, only a hundred dollar bill can please everyone (and that’s not a fact, some prefer a thousand).

However, unfortunately, the authors of the letters themselves are to blame for 70% of refusals to proposals for cooperation. The strategy of persistently besieging a few selected bloggers and bombarding them with letters every day is a dead end. It is necessary to constantly search for new platforms for advertising, but it is important to choose the right recipients and contact them at the right moment, then the likelihood of refusal is lowest.

Reading time: 11 minutes. Views 26 Published 10/21/2018

At the initial stage of business development, company management needs to find reliable counterparties. For this purpose, letters with proposals for cooperation are sent to potential partners. These documents are one of the forms of a commercial offer. With the help of such forms, an entrepreneur can interest a future counterparty, convincing him to enter into a contract with this particular company. In this article, we propose to consider the question of how to write a letter with a proposal for cooperation.

A commercial proposal is a business correspondence document that contains advertising information that may interest a potential client.

Are commercial proposals necessary in business?

A letter with an offer to conclude a contract on mutually beneficial terms allows young companies to find suppliers or partners for the further development of their business. As a rule, employees in charge of external document flow are responsible for drafting such letters. The contents of this form must be approved by the company management. Much less often, the development of such papers is carried out by the general director himself.

Experts recommend using a personalized type of letter when drawing up commercial proposals. This means that the text of the letter indicates the name and surname of the head of the organization with which the company wishes to conclude a contract. Commercial proposals can be addressed either personally to the head of the company or to his deputy. It is important to note here that not all letters with this content are considered by the company’s administration. As practice shows, most businessmen who receive such letters refuse to consider them.

In order to reduce the likelihood of receiving a refusal, it is necessary to send such a letter only after preliminary negotiations. During these events, a businessman needs to convince a potential counterparty to consider the idea of cooperation. It is very important to prove that concluding a contract will provide two-way benefits u. Only after this is it necessary to clarify the timing and method of sending a letter with a full description of the terms of cooperation.

When developing such a form, it is necessary to take into account the basic principles of marketing and the prestige of the company with which you will cooperate.

Not every newcomer to the world of business can convince representatives Ford company or MTS sign the contract. It is much easier for well-promoted brands to convince their potential partners of the benefits of signing an agreement. From all of the above, we can conclude that the counterparty should feel its benefit from a potential transaction. To do this, in the text of the letter you need to succinctly outline all the advantages of your company, the products or services offered.

In order for letters with a proposal for cooperation to bring the desired effect, it is necessary to take into account many important nuances. The text of this letter should arouse interest in its reader. A well-written text containing the most necessary information should motivate certain actions. Ideally, the recipient of such a letter should ask for a price list for services or products. This development of events indicates the effectiveness of the mailing.

According to legal experts, a commercial proposal can be considered as an official form. However, today there is no standard template that is used to develop such forms. Each company can independently create a sample letter that will be used in external document flow. It should be noted here that when composing business letters, it is necessary to take into account business ethics and the basics of office work.

Target business letter about cooperation - make an offer that is difficult to refuse, and thereby acquire new partners in order to successfully sell your goods and/or services in the future

What to pay attention to when drafting a document

When drawing up documents of this type, it is recommended to use letterheads . Personalized letters are highly effective. Such commercial offers indicate the first and last name of the recipient of the letter. The rules of business etiquette require politeness and gratitude for reading the letter. These nuances must be taken into account when developing a sample form that will be used in document flow.

Selecting a form

As practice shows, it is possible to draw up a commercial proposal for cooperation on a simple A4 sheet of paper. However, the use of letterheads has several undeniable advantages. Such forms are an integral part of the company's image. Also, these documents can be considered as promotional materials.

Welcome Feature

We have already noted above that greeting a potential partner is one of the most important parts of the text. This section of the document requires special attention during its development. The use of standard forms is advisable only for general distribution of documents. In the case where preliminary negotiations have already been held with a potential counterparty, it is necessary to indicate his name and patronymic in the text of the letter. The same approach is necessary for buyers and customers with whom it is planned to conclude a major transaction.

Attractive title

Many businessmen refuse to read commercial offers, comparing such letters with intrusive spam. This is especially true for electronic messages. In order to interest the reader, you need to come up with an intriguing title.. It is necessary to disclose the main content of the document itself. The use of “advertising” headers can only be abandoned if the letter is sent to government agencies. From use advertising texts Those companies that have a well-promoted image may also refuse.

Many budgetary organizations When developing commercial proposals, they use the classic “dry” form of the document. Such letters lack creativity and advertising gimmicks. Since these documents are drawn up on the basis of generally accepted rules, the management of budgetary structures does not need to use various methods of attracting attention to their proposal.

Such a letter represents the “face” of your company, so your prospects for cooperation depend on how competently, interestingly and clearly it is drawn up.

Main part of the sentence

The main section of the document should briefly and concisely outline the terms of the proposed cooperation. It is necessary to briefly describe all the advantages of the partnership and the benefits that the other party will receive. The text of the letter must be justified. The main requirement for such a document is the absence of intrusiveness.

Many entrepreneurs make a big mistake by using psychological methods of pressure. This approach to preparing a document may alienate the reader, which will result in the loss of a profitable contract. In order to interest the reader, it is necessary to use various methods of motivation for a specific action. The promise of a discount for contacting within a certain period of time can increase the effectiveness of the letter.

Contact details

In the last section of letters with proposals for cooperation, contact information is indicated. The recipient of such a letter must be physically able to agree or refuse the proposed terms of the transaction. To do this, you need to provide a phone number and email address. If the letter was sent in paper form, then in the text of the form you must indicate the full details of your company.

At the end of the document, you need to thank the recipient for spending his personal time reading the letter. This rule business etiquette must be taken into account when preparing a personal document.

What's the best way to send an offer?

Having considered the classic letter template with a proposal for cooperation, it is necessary to pay a little attention to the methods of sending letters. An entrepreneur can use the services of a courier service or send the form by Russian Post. You can also ask one of the company employees to deliver a letter to the secretary of a potential partner. It is important to note that these classical methods of document management are long outdated. IN modern world commonly used email. Using this communication method allows you to significantly optimize document flow.

There are a few important things to consider when sending emails. To create electronic document It is recommended to use PDF format. The main feature of this format is its versatility. It is supported by both regular desktop computers and other gadgets. It is also necessary to take into account that the distribution of such letters should be carried out by the person who conducted the preliminary negotiations. Otherwise, the recipient can simply delete the email and mark it as spam.

Many entrepreneurs make a big mistake by not specifying the subject of the email. When sending the document, you must make the title “Offer of Cooperation”. You can also indicate a short content of the document in the title. Using electronic form document flow must adhere to the following rules:

Specify the email address of the message recipient.
Download the electronic form.
Write a motivating headline.
Formulate accompanying text that will be indicated in the letter itself.

In practice, a proposal for cooperation is drawn up for current partners or for potential

Many newbies in business are afraid of seeming too pushy and rarely call potential partners back after sending a letter. At this stage, it is very important not to lose control of the situation. Immediately after sending the document, you must call the counterparty back in order to clarify whether the letter was received. During this conversation, you need to find out how long the entrepreneur will need in order to resolve the issue of the need to conclude a contract. During telephone conversation you need to be as concise as possible. Otherwise, such behavior may be regarded as intrusiveness and importunity.

Common Mistakes

Crafting an effective engagement letter can be challenging. As a rule, when developing such letters, the rules of marketing and advertising are used. Before you start developing a form yourself, you need to learn about the most common mistakes. This approach minimizes the risk of refusal to conclude a deal.

Complicated syntax

Many entrepreneurs, trying to convince a potential partner, “build” overly complex verbal structures. In order to influence the reader, you need to use short sentences consisting of several phrases. Despite the fact that when drawing up a business proposal, the rules of business correspondence are used, it is very important to express your thoughts in simple words.

Unnecessary brevity

According to many entrepreneurs, the text of a commercial proposal should take no more than one page. However, in some situations, shortening the letter in this way can turn off the reader. It is very important to disclose all the details of the future collaboration. However, there is no need to try too hard and describe all the delights of cooperation on ten pages.

Numerous repetitions

Some entrepreneurs who send letters of proposal for cooperation list several of their main products or services in the document. The same phrases and wording are used to describe products. Other entrepreneurs simply copy product descriptions from their competitors. This approach to compiling commercial letters is fundamentally wrong. It is necessary not only to properly advertise your offer, but also to prove that the potential partner will not receive more favorable conditions cooperation from competitors. The main emphasis in the text of the letter should be focused on the exclusivity of the proposed products or services. Only after the main topic has been covered can you move on to listing the benefits of working together.

There are no standards or rules for the text of such letters, but there are basic points that should be present in them

Imposing one's own merits

From all of the above, we can conclude that a commercial offer is a kind of advertising own company. However, all the advantages of the company must be justified. You can use as arguments positive reviews from those people who have already used the proposed service or product. It is very important to give examples of those individuals who are known to the potential recipient of the CP. These can be either show business stars or other celebrities.

As an example of the benefits of his company, the person writing the proposal can tell the story of his client who took advantage of the proposal. The best confirmation of the effectiveness of cooperation are concrete numbers. Here you must indicate the amount of income received by the person who took advantage of this offer.

Examples of successful commercial proposals

In order to better understand the structure of the CP, it is necessary to consider practical example commercial proposal for cooperation. A well-written letter can significantly increase the chances of concluding an agreement. Below we suggest that you familiarize yourself with the contents of a personal letter sent by employees of the design agency.

“Dear Dmitry Nikolaevich!

Our company invites you to order the development of a design for a corporate website, which will be used to present the products manufactured by your company. Our specialists have all the necessary resources to create a powerful tool for business development. Our capabilities:

Development of several design samples taking into account individual requirements client.
Providing assistance in further launch resource.
Presentation of complete technical information.
Conducting training seminars with company employees.
Free development corporate logo as a gift.

By spending only twenty thousand rubles per order to develop a corporate website, you will significantly increase the reach of your consumer audience. Availability own resource allows you to increase sales by 300 percent! At the same time, you will gain access to a new market and the opportunity to accept orders from clients from other regions.

Our terms:

Payment of the full cost of services at the time of signing the contract.
Placement of an advertising block on the created resource with a link to our website.

We will be happy to consider your proposals for mutually beneficial cooperation!
Sincerely, representative of the Design company, Romanova R. R. Vkontakte

From this article you will learn:

How to write a proposal for cooperation correctly so that they cannot say “no”

What mistakes should you avoid?

Many businessmen and even managers of large companies have a problem with writing a proposal for cooperation correctly. Either they have no idea how to take on this task, or they make serious mistakes and then get upset when the partnership doesn't work out. The time has come to figure out how to competently and effectively write a proposal for cooperation to a blogger, media person, etc., what are the rules for composing such texts, and how to successfully present yourself and your company.

How to write a proposal for cooperation correctly

Who offers cooperation and to whom?

The need to write a proposal for cooperation usually arises among employees involved in developing the company's business. The texts of such letters are approved by the immediate supervisor or top manager of the company.
It is necessary to find out in advance who will receive your offer: an ordinary employee, a secretary, a manager, a department head. Each of them requires its own approach.
The letter can be addressed personally to the director of the enterprise with which cooperation is planned, or to the head of one of the areas, the head of a structural unit, or even a highly specialized specialist. The decision to initiate interaction will still be made by the company’s management.
Many people underestimate the importance of a commercial proposal (CP) and do not understand why it is needed at all. You should understand the functions of the CP and the methods of its preparation.

Structure of a cooperation proposal:

Title. Surely your recipient is an extremely busy person, and he may limit himself to reading only the subject of the letter in order to understand whether he is interested in it or not. Precisely formulate the topic: it should encourage reading the entire message (and not call for the purchase of a product, for example). You can prepare several emails with different headers and test them to choose the most effective option.
Problem. Experts in the field of copywriting and corporate communications recommend: if you want to write a high-quality, “catchy” commercial or cooperation proposal, raise issues that are relevant to the addressee at the very beginning of the text.
Solution options. By letting the recipient know that you are aware of his problems and understand their importance, you can offer your own solutions: for example, services that may be useful to the reader of the letter, or partnership on favorable terms.
Price. Some entrepreneurs, when drawing up a commercial or cooperation proposal, do not dare to indicate the exact prices for their products or services, fearing that this will scare off a potential client or partner. However, experts advise that you still indicate the cost, giving the recipient of the letter the opportunity to decide for themselves whether it is high for him or not. But it is important to justify these prices.
Call to action. It must be clear and unambiguous. What do you want to achieve by writing a proposal for cooperation or sending a proposal? Calling, visiting a website, placing an order in an online store, or mutual barter services? Formulate your wish and be sure to list the bonuses and benefits that the recipient will receive, such as a discount on a product on the day the letter is received, for example.
Contact details. Indicate not only your phone number, but also other communication channels: website address, groups on social networks, Skype, etc.
Date. To prevent the recipient from getting confused in the messages (especially if the proposal is followed by corrected versions, additions, etc.), it is better to immediately indicate the date when the proposal was sent.
Signature. The full name and position of the author of the letter must be present in the text, and immediately after the introductory part. If you need to prepare and send a commercial or cooperation proposal in paper form, it is advisable to sign at the end.
Pagination. Long multi-page texts, including proposals for cooperation and commercial proposals, require numbering (format “page no.... from...”).
Decoration. Paragraphs are drawn up with a red line. In emails, extra spacing between paragraphs is desirable because it makes it easier to read. Justification makes text look neater. When drawing up a proposal for cooperation or commercial proposal, give preference to standard fonts – Times New Roman, etc. The optimal font size is 12–14.

A few more tips on how to correctly write a proposal for cooperation:

The text must be on company letterhead.
Correctly address the company representative or person you are offering cooperation to.
Thank the recipient in advance - this politeness requirement is very important for business correspondence.

Letterhead This is not at all necessary; you can write a proposal for cooperation on a simple sheet of white paper. But a letterhead with a company logo is an advertising medium and an element of the company’s image.
Greetings– an important part of letters containing proposals for cooperation or the purchase of goods and services. Carefully compose the welcome part of the message. Some recipients need to be addressed by name and patronymic, namely:

Attachments to the letter, coming at the very end, contain various additional information: technical descriptions, calculations, graphs, drawings, etc. You can attach several attachments to the letter, the main thing is not to overload the reader with information.
As for prices, it is better to draw up the financial terms of the offer according to the principle of a layer pie: first describe the benefits and benefits that the client will receive, then indicate the price, then again outline the advantages. For products that have multiple versions, it should be explained what causes the price difference.
Arguments. Of course, any potential partner to whom you wrote and sent a proposal for cooperation, or a possible consumer of your product will have doubts. Especially if your message is profitable to the point of implausibility. Prove that it is feasible and realistic, provide the necessary arguments (depending on the specifics of your product or service).
As arguments, they usually use mini-cases, portfolios of completed projects, customer reviews or their lists, recommendations, calculations, various evidence, certificates and guarantees, photo reports, “before and after” selections, exact product characteristics or a detailed description with all the necessary figures. company activities.
Relevance of the offer. All financial indicators, especially prices, are subject to change, so it is necessary to give the recipient a clear understanding of the timing of their relevance. Indicate the duration of your offer.

Examples of how to write a commercial proposal for cooperation

How to write a proposal for cooperation on social networks

also a result;

not a verdict: after all, only a hundred dollar bill can please everyone (and that’s not a fact, some prefer a thousand).

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 visitors. potential clients per 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:

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

Do you use size charts? detailed descriptions, please attach high quality photos, but things 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 ones on current moment 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:

How to make it popular?
How to direct a flow of potential clients to its pages?
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? Won't it work? Well, 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 well. 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 client 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”.

What's the solution?

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:

Taking part in an exhibition or forum
Business trip and inability to take the printer with you
The need for a printer for one-time work (for example, printing in color)
Need for an additional printer during a tax audit
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 not work 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 offer 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 production costs deli meats by 30-35%.

This will allow you to offer the market a more favorable price without losing product quality. Therefore - you get 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. 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

Investments pay off in a period of 2 to 6 months
Profit – from 600,000 rubles per month
This takes no more than 3 working hours per 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. Her main feature- at the very beginning of the commercial offer, use product images.

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 customer. The audience is managers of car dealerships. They are offered extra income through the sale of cars to customers. So yourself affiliate program offline format:

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.

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