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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