Пять ошибок при составлении коммерческого предложения

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Психология предпринимательства. Советы учителя  

Эффективное коммерческое предложение направлено на выполнение тех же самых задач, что и действия прямого продавца. И автор коммерческого предложения точно так же хочет избежать определенных ошибок при продаже, как продавец.

 

Чтобы коммерческое предложение сработало, клиент должен его открыть, прочитать, поверить и выполнить те действия, которые в нем предписаны. Чтобы это произошло, письмо должно привлекать внимание, вызывать интерес читателя, желание купить ваш товар или услугу и привести к тому, что потенциальный клиент выполняет определенные действия. Так что сегодня я расскажу вам о пяти грубейших ошибках при составлении коммерческого предложения. Постарайтесь исправить как минимум одну – и вы обязательно получите восторженные отклики.

Непростительная ошибка № 1. Писать ваше предложение сотням или тысячам людей, а не каждому человеку конкретно

Один из способов вызвать вялые и равнодушные ответы на ваше коммерческое предложение – писать его для группы людей в целом. Если вы подойдете к написанию предложения с точки зрения толпы, вместо того чтобы сконцентрироваться на отдельном, настоящем, живом, дышащем потенциальном клиенте, это намного снизит ваши шансы создать с клиентом прочную связь. Коммерческое предложение – наиболее личная форма рекламы. Его необходимо писать таким образом, как будто ОДИН человек разговаривает с ОДНИМ же человеком. Вот наглядный пример того, что я имею в виду. Это выдержка из предложения талантливого копирайтера и несравненного рекламиста Максвелла Сакхайма, и он служит доказательством того, что чем больше меняется мир, тем он стабильнее:

Спасибо огромное за то, что Вы написали мне о моем последнем каталоге. Каталог я послал Вам в другом письме, и Вы получите его спустя два – три дня. Когда вы получите каталог, я надеюсь, Вы окажете ему такой же радушный прием, какой оказали бы мне, если бы я посетил Вас лично. Я попытался составить его таким образом, чтобы он сказал Вам то же самое и теми же словами, что сказал бы я, если бы пришел к Вам и провел с Вами вечер.

Непростительная ошибка № 2: Считать, что потенциальный клиент не будет читать длинное письмо

Вопрос такой: что считать длинным письмом? И ответ на него прост: любое скучное и неинтересное письмо – длинное. Может считаться длинным даже установленный профессиональными маркетологами размер в одну страницу.

Например, несколько лет назад Кевин Костнер снял бесконечно скучный, растянутый фильм «Водный мир», который обругали критики и проигнорировали зрители. С другой стороны, интересные и впечатляющие фильмы Стивена Спилберга о Холокосте, списке Шиндлера длятся более трех часов, однако получили признание критиков и принесли огромную прибыль. Ведь читают же люди толстые книги, принимают участие в долгих поездках, смотрят длинные фильмы и пьесы. И они читают длинные письма. И не читают скучные письма, утомительные письма, ориентированные на «я-мы-наша продукция» письма.

Предложите нужный продукт или услугу в нужном месте, в нужное время и нужным людям. Если вам есть что сказать и есть что сказать интересно, вы можете написать письмо на 5 страниц – и оно вызовет больше откликов, чем письмо на две страницы.

Непростительная ошибка № 3: Быть рабом стилистических правил

Когда вы учились в школе, учителя и преподаватели получали деньги за то, что вдалбливали в вас правила грамматики. Они должны были исправлять ваши тексты согласно существующим и признанным грамматическим правилам. Но в реальной жизни все совсем по-другому. При написании коммерческого предложения вам необходимо построить его так, словно вы разговариваете с читателем. Чаще всего это означает, что нужно писать легко и неформально. Так, как большинство продавцов и покупателей общаются друг с другом. В результате вы не следуете многим правилам. Вы начинаете предложения с «И» или «Но». Вместо полных предложений вы иногда используете фрагменты. Но это НОРМАЛЬНО.

Если вам это кажется глупостью, послушайте такую историю. Однажды один из корректоров поправил Уинстона Черчилля, получившего Нобелевскую премию в области литературы (1953 год). Ему не понравилось, что Черчилль закончил предложение предлогом. На что г-н Черчилль ответил: «Это чушь, с которой я не намерен мириться».

Непростительная ошибка № 4: Дать читателю причину не читать ваше письмо

Рассмотрите типичную «и что?»-реакцию типичного потенциального клиента. Их мало волнуете вы, их мало волнует ваш товар или услуга, и их так же мало волнует ваша компания. Безразличие – вот что сейчас заведено. Так что вам нужно привлечь внимание потенциального клиента каким-то ошеломляющим утверждением, провокационным вопросом – таким сочетанием слов, которое вырвет их из апатичного состояния и заставит обратить внимание на ваше письмо.

Но захватить внимание клиента мало – нужно еще и удержать его. И вы это делаете, сконцентрировав ваш текст на одной или нескольких нуждах человека, мотивирующих его поступки, – страхе, желании выделиться, жадности, чувстве вины, жажде любви, красоты, здоровья и так далее. Среди этих нужд вам нужно выделить те, которые может удовлетворить ваш товар или услуга, и четко прописать это в предложении. Если этого не сделать, ваш потенциальный клиент ни за что не прочтет его.

Непростительная ошибка № 5: Заявить, что ваш товар или услуга могут делать то-то и то-то, но не предоставить в подтверждение этого никаких доказательств

Ваш типичный потенциальный клиент не просто безразличен, он скорее настроен весьма скептично. Вот почему вы всегда должны предлагать читателю доказательства того, что ваш товар или услуга могут ему помочь. Это послужит подтверждением ваших заявлений и сведет к минимуму скептицизм читателя. И, что более важно, – сделает ваше коммерческое предложение более надежным и достоверным источником информации. Доказательство может иметь различные формы.

Вот две из них, которые я считаю наиболее эффективными:

1. Отзывы потребителей

Отзыв опытного клиента из известной компании с хорошей репутацией – самый ценный вид доказательств, которые вы можете предложить. Но удостоверьтесь, что текст отзыва взывает именно к тем потребностям и нуждам, которые есть у вашего клиента. Например, вы предлагаете услуги по проведению тренингов и знаете, что больше всего ваших клиентов заботит, не потратят ли они деньги впустую.

Итак, вы просматриваете толстую пачку отзывов и находите утверждение, которое относится к опасениям клиента. Вот оно: «Если Вы сравните прибыль нашей компании за полгода до Вашего тренинга и полгода спустя, то увидите, что мы увеличили ее на 2261 евро и подписали несколько новых контрактов. Благодаря Вашему тренингу в нашем регионе только у нашей компании наблюдается рост прибыли».

2. История успеха

Хорошие продавцы знают, что продает хорошо рассказанная история. Как и в любой хорошей истории, в вашей обязательно должна быть драма. И, конечно, героем вашей истории должны быть вы, ваша компания либо ваш товар или услуга.

Вот пример, наглядно показывающий, что я имею в виду. Это отрывок из письма, который я писал брокеру по коммерческой недвижимости: «Они приняли нашу цену. Но когда инспекция обнаружила, что многое требует ремонта, их ответ был: «Нет, эта покупка без сертификата безопасности, мы на это не пойдем». У моего клиента не было времени спорить с ними по этому поводу. К счастью, ему не пришлось этого делать. Так как я был его представителем, моей задачей стало добиться того, чего они хотят. Я настаивал. При звонке… после звонка… после звонка. При встрече… после встречи… после встречи. Я встречался с брокерами. С управляющим отдела собственности. С коммерческим директором. С их адвокатами (б-р-р!). Я настаивал. И я добился проведения переговоров. Итог? Мой клиент получил все, что хотел – 40 000 евро прибыли».

Продают предложения как написанные на бумаге, так и рассказанные продавцом. Они продают, потому что предлагают клиенту достоверное и надежное доказательство, что ваш товар или услуга могут ему помочь. Ваше коммерческое предложение – это способ выразить себя, ваши качества продавца. Так что при написании коммерческого предложения прежде всего думайте о себе как о продавце, а не писателе. Это означает, что вы должны общаться с клиентом точно так же, как при прямой продаже, и использовать те же самые инструменты.

                                                                                                                                                         Марк Галимов


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Someplace throughout the paragraphs you actually were able to make me a believer but just for a while. I still have got a problem with your leaps in assumptions and you would do well to fill in all those gaps. When you actually can accomplish that, I would surely end up being fascinated.Howdy! I could have sworn I’ve been to this website before but after checking through some of the post I realized it’s new to me. Anyhow, I’m definitely happy I found it and I’ll be book-marking and checking back often!Wow, incredible blog layout! How long have you been blogging for? you made blogging look easy. The overall look of your web site is great, let alone the content!Nicely We definitely liked studying it. This particular topic procured by you is extremely efficient for correct preparing.Wonderful article! thank you for sharing your knowledge with usThanks for making the effort to go over this particular, Personally i think highly about this as well as adore understanding more on this topic. If at all possible, as you gain knowledge, would you mind updating your blog with more info? It is very helpful for me personally.An interesting discussion may be worth comment. I do think that you simply write on this topic, it will not certainly be a taboo subject but normally consumers are insufficient to communicate on such topics. To a higher. CheersI adore your website.. excellent colours & theme. Did an individual design this site oneself or maybe have you actually rely on someone else to do it for you personally? Plz answer while I!|m planning to design and style my very own blog site as well as want to learn where by u became this specific through. thanksyou use a wonderful weblog here! do you wish to develop invite posts in my blog?This web site seems to get a sizable ammount of visitors. How do you obtain visitors to this? It provides a good person twist on issues. I guess having something authentic or considerable to give information on is the most important element.I agree completely with what you said. Great Stuff. Keep going, guys..Studying to experience the blues might seem as a overwhelming task, even when you’re not a rookie guitar player. How ever with all the right Blues Guitar Lessons and trainer you’ll be able to understand the “tools of the trade” so to speek to help demystify the truly amazing grooves, solos and riffs you cherish.Attractive part of content. I just stumbled upon your web site and in accession capital to say that I get in fact enjoyed account your blog posts. Any way I will be subscribing for your feeds or even I achievement you get entry to constantly fast.What?¦s Happening i’m new to this, I stumbled upon this I’ve found It absolutely helpful and it has helped me out loads. I hope to contribute & help different users like its aided me. Great job.Usually I do not learn post on blogs, but I would like to say that this write-up very forced me to check out and do so! Your writing style has been amazed me. Thank you, quite nice article.Great write-up, I am regular visitor of one?¦s site, maintain up the nice operate, and It is going to be a regular visitor for a lengthy time.Hello, you used to write excellent, but the last several posts have been kinda boring?K I miss your tremendous writings. Past few posts are just a little bit out of track! come on!I will right away seize your rss feed as I can not in finding your e-mail subscription link or e-newsletter service. Do you’ve any? Kindly let me recognize so that I may subscribe. Thanks.What?¦s Happening i’m new to this, I stumbled upon this I’ve discovered It positively useful and it has helped me out loads. I’m hoping to give a contribution & aid other users like its helped me. Good job.I like what you guys are up also. Such smart work and reporting! Carry on the superb works guys I have incorporated you guys to my blogroll. I think it will improve the value of my web siteGreat ?V I should certainly pronounce, impressed with your site. I had no trouble navigating through all the tabs as well as related info ended up being truly easy to do to access. I recently found what I hoped for before you know it at all. Quite unusual. Is likely to appreciate it for those who add forums or anything, website theme . a tones way for your client to communicate. Nice task..This web site is really a stroll-by way of for all the information you needed about this and didn’t know who to ask. Glimpse here, and also you’ll undoubtedly discover it.Came clueless, left worried. Thanks for the post.  Sometimes I wonder whether the planet is being run by smart people who are putting us on or by imbeciles who really mean it.Excellent! I thank you your input to this matter. It has been insightful. my blog: master cleanseWow, marvelous blog format! How lengthy have you ever been blogging for? you make blogging look easy. The full look of your web site is excellent, as smartly the content material!I am frequently to blogging we genuinely appreciate your content regularly. Your content has really peaks my interest. I am about to bookmark your internet site and keep checking choosing data.Hi! Someone in my Facebook group shared this site with us so I came to take a look. I’m definitely enjoying the information. I’m bookmarking and will be tweeting this to my followers! Terrific blog and fantastic style and design.I had been honored to get a call from a friend immediately he identified the important recommendations shared in your site. Going through your blog posting is a real amazing experience. Thanks again for considering readers just like me, and I wish you the best of success being a professional topic.Aw, it was a very good post. In concept I have to put in place writing similar to this additionally – taking time and actual effort to create a good article… but so what can I say… I procrastinate alot by no indicates often get something completed.There are some fascinating points over time in this article but I do not know if  them all center to heart. There may be some validity but I am going to take hold opinion until I take a look at it further. Excellent post , thanks therefore we want a lot more! Put into FeedBurner in addition
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