Contents
- Definition of a commercial proposal
- Why it is necessary to create a commercial proposal
- Types of commercial proposals
- How to create a commercial proposal
- Mistakes when sending a commercial proposal
Definition of a commercial proposal
A commercial proposal (CP) is an organized document that includes all the important information necessary for making a decision about cooperation with a specific company. It contains information about the business, its products, and services. A CP is a key sales tool that allows the company to communicate the benefits of its offer to potential clients and engage their interest.
Why it is necessary to create a commercial proposal
The main task of a commercial proposal is to sell a product or service. However, it is important to remember that achieving this goal solely through a CP is not always possible. A commercial proposal is just one stage in sales, and it serves its purpose if the client moves to the next level, which can manifest in the following actions:
- requesting a callback;
- asking for additional information;
- concluding a contract;
- paying for an order.
Generally, CPs are used by companies in the B2B and B2G sectors when a business offers its products or services to other businesses or government institutions.
Types of commercial proposals
There are several types of commercial proposals that vary depending on their goals:
1. Cold CPs
Cold commercial proposals are sent to clients with whom the company has not previously communicated. The addresses for sending are usually found through search engines or directories. Such CPs are typically not personalized — all clients receive the same proposal. The main goal is to attract attention and encourage the client to learn more.
2. Warm CPs
Warm CPs are directed to clients who are already familiar with the company and its offerings but, for some reason, have not concluded a deal. These CPs are often personalized, as the business already has some data about the clients. They are sent after the first contact, for example, after a phone conversation or a meeting at an exhibition.
3. Hot CPs
Hot commercial proposals are addressed to clients with whom negotiations have already taken place, and who have expressed interest in the product or service. Such CPs contain detailed information and specific prices, addressing the client's needs and aiming to close the deal.
How to create a commercial proposal
To create an effective commercial proposal, it is necessary to follow several steps:
- Study competitors. Analyze competitors, their prices, deal terms, and service quality. Use the mystery shopper method and official websites to gather information.
- Analyze the target audience. Understanding the needs and pain points of clients is extremely important. Communicate with current clients and conduct surveys to find out what matters to them.
- Define the unique selling proposition (USP). Formulate what benefits the client will receive: free delivery, availability of certificates, etc.
- Create a template. Develop a CP layout that will be convenient for sales managers and allow for quick addition of necessary data.
Mistakes when sending a commercial proposal
When sending a commercial proposal, it is important to remember that it is best to send it in the body of the email rather than as an attached file, especially in the case of cold CPs. Attached files often end up in spam. Send files only when the recipient is expecting them, for example, following negotiations. Don't forget to write a cover letter reminding them of the upcoming information.
To avoid mistakes in the CP, it is advisable to check it against a special checklist, which can be obtained from our agency.