Commercial offer fish from P&G

    The procter & gamble distribution companies have a simple and fairly effective algorithm for writing commercial offers. He is not perfect, but he can be learned 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 guides what the proposal actually refers to.
    • Serves as a prerequisite, source data for the rationale of the proposal.
    • Shows the client that the CP is written personally.
    • It provokes a “yes reaction”.

    It is important to describe very briefly in a few sentences only those things that are relevant to the case. For example, if we want to place candies in the checkout area, then in the description of the initial situation we will note what goods are currently sold in the checkout area, in what volumes and with what margin.

    2. The essence of the proposal.
    • Attracts attention; if the client agrees with the offer, he will read further to find out the details and proposed actions; if the client does not agree, then he will want to find out why this is offered and why he needs it.
    • Allows customers to quickly understand the benefits and actions described below.

    The offer is described here without details, explanations, excuses, details, depreciation and other glamor. None “We offer by joint efforts in the process of joint fruitful cooperation through the integration of inventory management infrastructure ...” ; it should just be up to the primitive, for example, "You give us operational information about sales - we form the optimal order" or "In the checkout area, instead of condoms, we need to sell our lollipops . "

    3. Customer benefits.
    The objective of this step is obvious - you need to motivate the client to accept this offer. Here it is already possible to express a little more diplomatically and verbose. In listing the benefits, it is important not to miss out on some things that seem self-evident. For example, for your company it may be understood that when delivered, the goods are placed on the shelves of the warehouse by your employees — this may be less obvious to the client. It is usually worth highlighting 3-5 benefits.

    4. Actions to be taken.
    Up to this point, the client should already come to the conclusion that the proposal is good - that means he is ready to delve into the little things, and you can go into details on the timing, distribution of responsibilities, resources, etc.

    5. The first step.
    This part is often underestimated. What should a 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, clarify with your logistician the possibility of a transfer with the provision of additional parties to the cities of the region? We need to think and plan this for the client.


    All this should fit in less than one page. You don’t need to try here to get a price list for 500 items or your favorite quotes from the contract - all this can be freely placed in applications.

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