Creating a commercial offer requires a strategic approach. A well-structured commercial offer can significantly impact your sales conversions, especially in B2B sales. This guide will walk you through the key principles for drafting an offer that grabs attention and increases your conversion rate.
WHY COMMERCIAL OFFERS ARE CRITICAL FOR B2B SALES
In B2C sales, especially in the FMCG sector, marketing focuses on attracting consumers to retail stores. Advertising is often the most effective tool in this case.
In B2B sales, the main goal is to secure a meeting between the sales manager and the potential client. An effective offer should capture attention, build trust, and generate interest in your product or service. By following these guidelines, you can significantly improve the effectiveness of your commercial offers.
KEY QUESTIONS TO ASK BEFORE CREATING A COMMERCIAL OFFER
- What are you selling? (goods, services, or business)
- Who is your target audience?
- What problems or needs does your target customer have?
- Who is the decision-maker in the client company?
- How well is your company known in the market?
- What differentiates your product from the competition?
Answering these questions will help you tailor your offer for maximum impact.
10 ESSENTIAL RULES FOR CRAFTING A SUCCESSFUL COMMERCIAL OFFER:
- Identify and address customer problems
Focus on the customers’ pain points. Demonstrate how your product or service can solve their problems. - Personalize the offer
Personalized offers generally have higher conversion rates. Address each client's specific needs, or at the very least, tailor offers to a particular segment. - Sell value, not just the product
Highlight the benefits the client will gain from using your product. Describe the improvements in their business after adopting your solution. - Differentiate your product
Clearly show how your product stands out from competitors, focusing on any unique features or innovations. - Build trust: „Sell trust”
Make sure the client is confident in your ability to meet their needs. Include references from satisfied clients to increase credibility. This is especially important for companies offering services. In the case of tangible products, quality can be assessed before purchase, but when it comes to services (which are intangible), the client can only evaluate their quality after purchasing them. - Handle pricing carefully
Whether or not to include pricing depends on the situation. Ideally, present the price during a meeting where negotiation is possible, unless price is the key selling factor. - Include a clear ”Call to Action”
Guide the client on what to do next. Whether it’s scheduling a meeting, making a purchase, or contacting a sales rep, ensure the next steps are clear. - Keep the offer concise and well-structured
Long, poorly structured offers are often discarded. Keep the language simple, use bullet points, break up large blocks of text and highlight key ideas. - Use high-quality paper and design
If the offer is on paper, use high-quality materials and a professional design. This enhances your company’s image and helps convey professionalism. - Don't forget to include the relevant contact persons and details at the end of the commercial offer.
COMMON MISTAKES IN COMMERCIAL OFFERS
- Misunderstanding the sales object: For example, an export manager should sell the business opportunity, not just the product.
- Lack of focus on benefits: Instead of emphasizing product features, explain how the client will benefit from the product.
- Overloading with company information: Avoid stuffing the offer with too much background information. Focus on what's relevant to the client.
- Poor structure and length: Longread offers with no clear structure will lose the reader’s attention. Keep it concise.
- Relying too much on templates: Customization is key. Using generic templates will not engage potential clients effectively
CONCLUSION: CRAFTING THE PERFECT COMMERCIAL OFFER
In conclusion, creating an effective commercial offer is crucial for driving conversions, particularly in B2B sales where the goal is to initiate valuable client interactions. By addressing the specific needs and pain points of your target audience, personalizing the offer, and clearly showcasing the value your product provides, you can significantly increase your success rate. Differentiating your offer from competitors, building trust, and including a clear call to action are equally essential components. Avoid common pitfalls such as overloading the offer with unnecessary details or relying too much on generic templates. Instead, focus on crafting a well-structured, concise, and engaging offer that resonates with potential clients. By following these principles, your commercial offer will stand out and drive meaningful business results.