Types of commercial proposals
Posted: Tue Dec 17, 2024 7:02 am
Traditionally, the following types of CP are distinguished:
Cold
This is a mailing of commercial offers to clients who have not previously placed orders with the company. Third-party databases are used.
This form of commercial offer does not imply personalization. The audience receives identical commercial offers. Their goal is to arouse the client's interest and desire to learn about the company's products or services. Such commercial offers show low efficiency, as they are often perceived as spam.
Warm
This is a mailing to those clients who bought the penetration data company's products or used its services, as well as to those who showed interest but did not conclude a deal for some reason. The purpose of such a commercial offer is to interest the audience and lead them through the sales funnel. Since the company has data about the client, the text of the commercial offer can be personalized.
Hot
Such commercial offers are received by clients who are interested in a product or service. Their goal is to close a deal. A commercial offer is created based on a request from a specific addressee, contains complete information and is designed to satisfy a specific need of the target audience.
Collecting information to prepare a commercial proposal
Before sending out a presentation of a product or service, it is important to determine the target audience and what commercial offers competitors may have made.
Step 1: Analyze potential customers' queries
Avoid making hypotheses about the needs of your target audience . This approach is subjective and may not reflect reality. Conducting a survey will help you understand how to create a commercial proposal that will interest potential customers.
You need to choose those who are part of the target audience of the product or service. For example, when developing a commercial proposal for a logistics services company, interview those who work in this area. You can find the necessary contacts on social networks, as well as by calling organizations that are part of your target audience. It is better to interview in person. Be sure to ask clarifying questions to correctly understand the respondent.
Here is a sample list of questions:
What do you focus on when choosing a particular product/seller/supplier?
Why are these particular aspects key for you?
What aspects of area X interest you most?
Why did you accept/reject the last commercial offer you received from some organization?
What images would you like to see in the CP?
What is the best form of poison for you to use?
What else could you add about my product/service or CP?
Be sure to ask the last question, since it is most often to this question that the respondent gives the most informative and important answers for drawing up the company's commercial proposal.
It is important to analyze the information obtained during the survey and identify the key benefits of the product/service. They should be given special attention in the commercial proposal.
When developing survey questions, follow these key rules:
The questions asked must necessarily touch on the person's past or current experience and have an emotional component. For example, you can formulate the question as follows: "Tell us about the commercial offer you accepted. What interested you in it?" instead of: "What kind of CP would you like to receive from us?"
Avoid closed questions, to which the respondent can answer briefly with "yes" or "no". Also, do not provide options from which one can choose. Open questions require a detailed answer and will allow you to obtain the necessary information. For example, the question "What do you think is more important: the cost or the quality of the product?" does not allow you to reveal the real needs of the client. A completely different parameter may be more important to him, which is not on the list of those offered. It is much more correct to formulate the question like this: "What parameters are important to you when choosing a product?" This is an open question. It will allow the respondent to give an answer that reflects his true needs.
Cold
This is a mailing of commercial offers to clients who have not previously placed orders with the company. Third-party databases are used.
This form of commercial offer does not imply personalization. The audience receives identical commercial offers. Their goal is to arouse the client's interest and desire to learn about the company's products or services. Such commercial offers show low efficiency, as they are often perceived as spam.
Warm
This is a mailing to those clients who bought the penetration data company's products or used its services, as well as to those who showed interest but did not conclude a deal for some reason. The purpose of such a commercial offer is to interest the audience and lead them through the sales funnel. Since the company has data about the client, the text of the commercial offer can be personalized.
Hot
Such commercial offers are received by clients who are interested in a product or service. Their goal is to close a deal. A commercial offer is created based on a request from a specific addressee, contains complete information and is designed to satisfy a specific need of the target audience.
Collecting information to prepare a commercial proposal
Before sending out a presentation of a product or service, it is important to determine the target audience and what commercial offers competitors may have made.
Step 1: Analyze potential customers' queries
Avoid making hypotheses about the needs of your target audience . This approach is subjective and may not reflect reality. Conducting a survey will help you understand how to create a commercial proposal that will interest potential customers.
You need to choose those who are part of the target audience of the product or service. For example, when developing a commercial proposal for a logistics services company, interview those who work in this area. You can find the necessary contacts on social networks, as well as by calling organizations that are part of your target audience. It is better to interview in person. Be sure to ask clarifying questions to correctly understand the respondent.
Here is a sample list of questions:
What do you focus on when choosing a particular product/seller/supplier?
Why are these particular aspects key for you?
What aspects of area X interest you most?
Why did you accept/reject the last commercial offer you received from some organization?
What images would you like to see in the CP?
What is the best form of poison for you to use?
What else could you add about my product/service or CP?
Be sure to ask the last question, since it is most often to this question that the respondent gives the most informative and important answers for drawing up the company's commercial proposal.
It is important to analyze the information obtained during the survey and identify the key benefits of the product/service. They should be given special attention in the commercial proposal.
When developing survey questions, follow these key rules:
The questions asked must necessarily touch on the person's past or current experience and have an emotional component. For example, you can formulate the question as follows: "Tell us about the commercial offer you accepted. What interested you in it?" instead of: "What kind of CP would you like to receive from us?"
Avoid closed questions, to which the respondent can answer briefly with "yes" or "no". Also, do not provide options from which one can choose. Open questions require a detailed answer and will allow you to obtain the necessary information. For example, the question "What do you think is more important: the cost or the quality of the product?" does not allow you to reveal the real needs of the client. A completely different parameter may be more important to him, which is not on the list of those offered. It is much more correct to formulate the question like this: "What parameters are important to you when choosing a product?" This is an open question. It will allow the respondent to give an answer that reflects his true needs.