Designing a Commercial Offer:- A sales interview very often leads to a commercial proposition. Apart from rare exceptions for which the purpose of visit is not to sell, but to intervene technically. The very mission of the seller is to leave, in the best of cases, with an order or at least a commercial offer to transmit. Let’s see together what are the key elements to know to design the document?
What is a Commercial Offer?
First important point: it is not a simple quote. This document must go well beyond and be an extension of the sales interview. Indeed, its objective is not to deliver a rough set of prices but rather to surround these conditions with arguments justifying the value of the commercial offer. The customer or prospect must find the essential elements presented by the seller. I insist on the verb “to find”. A business proposal must be a confirmation of what has been said and negotiated. This is not, in general, the right moment to bring new arguments.
How to Write your Commercial Offer?
An offer must be personalized. The customer must feel that this proposal was made especially for him. He must perceive that the commercial has been involved to respond as precisely as possible to his concerns.
- Summarize on the front page the salient features of the offer. At a glance, the customer must be able to find the important points (and sellers …) and involving,
- Recall the context of the meeting and its purpose. It is always useful to remind the client of the reasons for this interview. He is again immersed in his problems when he reads your writing,
- Recall the elements discussed during this interview: the difficulties encountered by the client, his requests, his concerns,
- To set the price of the products offered or of the service as well as the commercial conditions (terms of payment and shipping),
- Remember the benefits of this proposal and especially how it will allow the customer to solve his problem. This is to demonstrate the added value of your offer for the customer.
It is crucial that he perceives this added value because even if you are convinced, it is not sure that your interlocutor is too.
You are a professional who speaks to another professional. It must therefore give his prospect / customer a document worthy of the name. This is the guarantee of your seriousness, your commitment and your credibility.
Do not hesitate to build a file by taking back concrete elements given by the customer (technical sheet …).
The Submission of the offer
The idea is to hand over the offer. You will have the opportunity to directly capture the reactions of the customer and drive the nail to get the order. Because we must not forget that the objective behind an offer is to trigger the act of purchase of the customer / prospect.
He may also issue a final objection. You will be in a position to raise his last doubts and to make final arguments to conclude the sale. As for an interview, the delivery of the commercial proposal is preparing. The salesperson must be able to anticipate possible objections. In this regard, there may still be time to learn about the reaction of competitors.
If the delivery of the offer is done by mail or email, it is necessary to assess the time it is necessary to let the recipient to see your business proposal and recall it fairly quickly.
Imagine the case where the interview went quite well … The customer is seduced by the arguments of the commercial. The latter, sure of himself, returns a few days after a written offer in confirmation, but does not take care to prelaunch his interlocutor. What will happen if, in the meantime, a competitor offers a better economic and / or technical solution? The case will be simply lost without our seller was able to counter-attack!
Writing a commercial proposal can be considered an administrative act for ordinary people. It is not so. This exercise should be considered as an extension of the sales interview. It is therefore worth investing time and attention to produce a sales document.