A commercial offer is the most important thing when targeting new customers. Learn how to boost your business performance and pitch new customers with a great business proposal!
Offering their cannabis products or services, start-ups or medium-sized companies are often faced with a low percentage of responses when sending business proposals. The main reason for this unexpected issue is the lack of knowledge on how to make a commercial offer and interest a potential customer. Want to know how to overcome this issue? Read on and learn how to create successful commercial offers that sell!
What Is A Commercial Offer And Why Your Cannabis Business Needs One?
A Commercial offer (CO) is when you send a message of collaboration addressed to a potential buyer and include a description and advertising of the proposed cannabis product or service. As a rule, it is saved in a Doc or PDF format and distributed through mailing lists or personal messages in social networks.
A business proposal of your cannabis goods is a powerful marketing tool that allows you to simultaneously:
- Promote goods that you wish to sell;
- Promote the brand;
- Create a specific image of the company in the eyes of potential customers;
- Attract new customers;
- Form an audience of loyal customers.
How Do You Structure A Proposal?
To understand how to make a commercial offer, you need to know the parts included in this proposal. The detailed structure of this text includes:
- Logo - The company logo at the top allows the reader to quickly understand who he is dealing with, which is especially useful for well-known brand names;
- Title - contains the category and name of the proposed product, and in some cases the name of the company itself. The main purpose of the headline is to immediately attract attention, so it needs to be as original and as interesting as possible;
- Introductory paragraph - should arouse interest, so most often it mentions a common problem or tries to provoke emotions that are important to the buyer;
- Offer - is the “heart” of a CO. After attracting attention, you should paint your product or service in the brightest colors, while it is advisable to avoid commonly used phrases and clichés;
- Advantages - tell you what the reader will get from buying your product and ordering service. In this part, the solution to the problem mentioned in the introduction is laid out;
- Warranties - should tell why you can be trusted and give statistics and user reviews, as well as help you answer questions in advance;
- Action - is the final element of any commercial offer and it is laid out in the form of a strong verb (buy, do, call, fill out). It is recommended that only one call for a specific action takes place.
It is not always possible to meet all of the above elements in one CO, but organically combining a proposal, otherwise called “slaughter”, one can expect a high number of answers for it.
How to Write A Proposal?
A successful commercial offer should have the expected result – the response of the client, but to achieve it, you must adhere to several rules:
- Simple and accessible language of the proposal
Do not overload the text with technical and professional terms in order to demonstrate competence. The cold offer is designed to address a wide range of people, many of whom may not understand the terminology of the cannabis industry.
- Formatted and original text
It is tedious and not very interesting to read a single text consisting of standard phrases; therefore, a potential client will close such a commercial proposal in the first few seconds and send it to the trash bin. Break the text into short paragraphs, use simple sentences and try to submit them in a non-standard form.
- Client’s pain point
In this part, you need to describe the product that you offer to the customer in detail and make sure you list the technical specifications or conditions for the provision of services and show how your proposal will be useful to the target audience. Tell buyers about the benefits – for example, prove that your product is 25% safer than those of the competitors. Do not describe the product itself, but what the customer will receive in the end, and which pain points your buyer will eliminate using your goods.
- Emphasis on the benefits that the customer receives.
It doesn’t matter to someone what unique production and execution technologies you have and what professionals use them; what is important for the client is what they will get from this. Do not say “we”, say “you”: you save, you decide, you benefit. Mychron Extracts claim that after shortening and restructuring their commercial offers, emphasizing the real benefits their customers get, they got a significant boost in responses, and ultimately sales.
A Winning Business Proposal: Vital Steps to Consider
The main goal of a winning commercial offer is to get a response from your target audience, ultimately converting these responses into real sales. However, before getting down to writing your own CO, you must thoroughly complete the following:
- Conduct marketing analysis
Marketing analysis will help you understand what you will sell exactly, and what advantages your company has. It is all about what USP you might offer your prospective clients. Firstly, decide what you will sell specifically in your business proposal – certain goods or services, a range of services or a proposal for cooperation. Then, compare the proposals of competitors, and identify all their strengths. For example, if you offer free shipping, and competitors are doing the same, it can hardly be called an advantage.
Do not forget to determine the target audience – describe those who have already bought goods from you. Start with age, gender, and income. If there are more detailed statistics, you can indicate the scope of employment, hobbies, and worldviews. This will help create an accurate portrait of the target audience and find the right approach for it.
- Choose a way to communicate with customers
Think about when and how you will send your proposal to your customers. Its format will depend on this. For instance:
- If you plan to do an email newsletter, you can "put" the CO directly into the body of the letter;
- If you want each visitor to access your business proposal, you can leave a link to a Google Document or upload a PDF document;
- If you plan to send only solicited offers, you can make them in the form of presentations and send links to clients;
- The form is not so important, the main thing is the content. If there are no specifics and benefits in your proposal, even the most attractive form will not get the attention it requires.
- Decide If You Need A Design
Design-based COs look more attractive than plain text documents. But they require more time and money:
- Developing a prototype – where and which blocks will be included;
- Hiring a designer to create an attractive look.
If for now, you are only testing the future proposal, you do not have to consider the design, but you just have to focus on correctly structuring the text.
- Check the text for errors
A common typo can ruin the first impression of a company. Therefore, after writing the commercial offer, pass it on to the editor or re-read it yourself. Correct typos, errors, structural information. And then re-read the text and see if it includes:
- Value judgments
Value judgments - high-quality adjectives “profitable”, “good”, “innovative”. It’s better to delete them: such words do not carry a semantic load; they do not report any information about the product. Better provide the reader with the facts and let him decide for himself whether it is “good” or “bad”, “qualitatively” or “poorly”.
- Incomprehensible title
The headline should not only promise benefits but also be understandable. The more specifics and benefits in the title - the greater the chance that a CO will be read to the end.
- Stamps and clichés.
If the text contains “a dynamically developing company”, “experienced specialists”, and “high-quality products”, get rid of them. Only useful information that brings real value to your target audience sells. It’s better to say how many branches your company opened in a year, if you want to show its development, or mention the real experience and qualifications of specialists.
A commercial offer is your main marketing tool; it allows you to popularize a product, realize its value and attract a constant audience of customers. Depending on the purpose and principles of compilation, a commercial proposal can be of several types, but for the purpose of efficiency and achieving the desired result, the proposal text and its structure should be constantly improved.