Fish offer from P & G
Procter and Gamble distributors have a simple and fairly effective algorithm for writing commercial offers. He is not perfect, but he can learn in just a few days. This approach is often well suited for other documents - from memos to business letters.
The algorithm includes 5 steps:
1. Description of the initial situation.
It is important very briefly, in a few sentences to describe only those things that are relevant to the case. For example, if we want to place the lollipops in the checkout area - then in the description of the initial situation, we note what goods are now sold in the checkout area, in what amounts and with what markup.
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2. The essence of the proposal.
The proposal is described here without details, explanations, excuses, details, depreciation and other glamor. No “we offer by joint efforts in the process of fruitful joint cooperation through the integration of the infrastructure of inventory management ...” ; it should be simple before the primitive, for example, “You give us operational information about sales - we form an optimal order” or “In the checkout area, instead of condoms, our lollipops should be sold” .
3. Customer benefits.
The task of this step is obvious - you need to motivate the client to accept this offer. Here you can express a little more diplomatically and wordy. In listing benefits, it is important not to miss out on some things that seem self-evident. For example, for your company it may be assumed that the goods are placed on the shelves of the warehouse by your employees - this may be less obvious to the customer. Usually it is worth to highlight 3-5 advantages.
4. Actions to be taken.
Prior to this place, the client should already come to the conclusion that the offer is good - it means that he is ready to delve into household trifles, and you can go into details on terms, distribution of duties, resources, etc.
5. First step.
This part is often underestimated. What should the client do first of all in order for this KP to be implemented? Agree on the text of the contract? Call you if you agree within a week? By tomorrow, when you promised to call, to clarify with your logistician the possibility of redeployment with the possibility of additional batches in the cities of the region? We need to think and plan it for the client.
***
All this should fit into less than one page. No need here to try to stick the price for 500 positions or favorite quotes from the contract - all this can be easily placed in applications.
The algorithm includes 5 steps:
1. Description of the initial situation.
- It focuses on what the proposal actually refers to.
- Serves as a prerequisite, the initial data for the logical justification of the proposal.
- Shows the client that KP is written personally.
- It provokes a "yes-reaction".
It is important very briefly, in a few sentences to describe only those things that are relevant to the case. For example, if we want to place the lollipops in the checkout area - then in the description of the initial situation, we note what goods are now sold in the checkout area, in what amounts and with what markup.
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2. The essence of the proposal.
- Rivets attention; if the client agrees with the proposal, he will read further to learn the details and proposed actions; if the client does not agree, then he will want to find out why this is suddenly proposed and why he needs it.
- It allows the client to quickly understand the advantages and actions set forth below.
The proposal is described here without details, explanations, excuses, details, depreciation and other glamor. No “we offer by joint efforts in the process of fruitful joint cooperation through the integration of the infrastructure of inventory management ...” ; it should be simple before the primitive, for example, “You give us operational information about sales - we form an optimal order” or “In the checkout area, instead of condoms, our lollipops should be sold” .
3. Customer benefits.
The task of this step is obvious - you need to motivate the client to accept this offer. Here you can express a little more diplomatically and wordy. In listing benefits, it is important not to miss out on some things that seem self-evident. For example, for your company it may be assumed that the goods are placed on the shelves of the warehouse by your employees - this may be less obvious to the customer. Usually it is worth to highlight 3-5 advantages.
4. Actions to be taken.
Prior to this place, the client should already come to the conclusion that the offer is good - it means that he is ready to delve into household trifles, and you can go into details on terms, distribution of duties, resources, etc.
5. First step.
This part is often underestimated. What should the client do first of all in order for this KP to be implemented? Agree on the text of the contract? Call you if you agree within a week? By tomorrow, when you promised to call, to clarify with your logistician the possibility of redeployment with the possibility of additional batches in the cities of the region? We need to think and plan it for the client.
***
All this should fit into less than one page. No need here to try to stick the price for 500 positions or favorite quotes from the contract - all this can be easily placed in applications.
Source: https://habr.com/ru/post/54106/
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