The B2B commercial proposal and its role in customer acquisition
A commercial proposal is an essential element of the B2B deal-making process. With the right approach, it can be a game-changer for the customer and a competitive advantage for the company.
This document contains information about the company and its products. It also briefly outlines the details of the collaboration and the benefits of the product or service. You do not need to meet a potential client in person to deliver a CP. It is enough to send the document by email, through social networks or messengers.
The commercial proposal plays a vital role in attracting B2B customers. Information about the company or product on the website allows you to evaluate a potential partner and familiarise yourself with its specifics. However, more detailed information is necessary to conclude a deal, and this is where a commercial proposal becomes an excellent tool.
The document can focus on a specific product, describing its advantages and the terms of cooperation. This gives potential customers the information they need to decide on a partnership.
Types of commercial proposals
There are two types of documents: hot and cold. Hot proposals are sent after a face-to-face meeting or phone call and are the next step after the initial interaction with a potential client.
Marketers are using cold CPs for customers who do not yet know anything about the company. They are sent to consumers who are interested in a product or service but have not yet taken any active steps to purchase it.
The format depends on the type of offer. Cold CPs, for example, contain brief information, usually covering one page. In this case, the document should interest the consumer to learn more about the offer. The structure of a cold CP is similar to a banner ad and includes a call to action.
A hot CP is the next step in the sales funnel after the initial communication. It should, therefore, be as personalised as possible and contain only useful information for the customer.
How to create a document
Writing a commercial proposal starts with identifying the target audience. It is also important to study similar documents from competitors to understand the overall focus. Once the objectives are clear and the potential customer’s needs are understood, you can move on to the text.
The main elements of the CP are:
- Column. This includes your company name, logo, and contact information. It creates the first impression and helps establish identity.
- Headline. The headline’s purpose is to attract the reader’s attention and familiarise them with the content. It should be concise, informative, and reflect the essence of the offer.
- Cover (first abstract). This section describes the problem and how to deal with objections. It is designed to attract the client’s attention and interest.
- Offer. It is the answer to the customer’s request and a variant of his problem. Here, you should clearly state the advantages of your offer and the benefits that the customer will receive from using it.
- The main part. This section should detail the features of the product or service. Convince the customer with figures, research and examples of the results of using your offer.
Each of these elements plays a vital role in creating an effective commercial proposal that can convince the customer to work with your company.