How to write a quote your client can say yes to
The quotes that win work aren't always the cheapest. They're the ones a client can understand, compare and approve without picking up the phone.
A lot of the quotes we send don't go straight to the person paying. They get forwarded. An architect passes our fee on to their client. An office manager prints it out for the owner. A homeowner sends it to their partner with "what do you reckon?".
That means your quote has to do the selling when you're not in the room. Here's what we've learned about making that easier.
Say what they're getting, in their words
Write each line so someone outside your industry could understand it. "Statement of environmental effects" means something to us. To a homeowner, "A written report explaining your plans to council, including how they meet the local rules" is clearer, and makes the price easier to accept.
You can keep the technical name. Just put a plain description underneath it.
Split the must-haves from the nice-to-haves
Most jobs have a core scope and a few extras. Put the core items first and total them. Then list the optional extras separately, each with its own price, so the client can tick what they want.
This does two things:
- It keeps your headline price honest, so you're not losing work because the total looks high.
- It gives the client a sense of control. People are far more comfortable saying yes when they've chosen some of it themselves.
Show both totals clearly: the price for the core work, and the price with the extras they've picked.
Spell out what's not included
The most expensive arguments start with "I assumed that was included". A short list of exclusions saves everyone the awkward conversation later. For example:
- Council lodgement fees (paid directly to council)
- Additional site visits beyond the one included
- Changes to the plans after we've started the report
Keep it short and factual. You're not trying to scare anyone off, just to be clear.
Put a date on it
Prices, workloads and availability change. Give every quote an expiry date. Thirty days works well for us. It's long enough for a client to get approval, and short enough that you're not locked into last season's prices.
An expiry date also gives you a natural reason to follow up: "Just a heads up, the quote I sent expires next Friday."
Be clear about how and when you get paid
If you need a deposit before you start, say how much and when. A percentage (for example, 50% on acceptance and the balance on completion) is easy to understand. Put your payment terms on the quote itself, not just on the invoice, so there are no surprises later.
Make saying yes easy
If accepting your quote means printing it, signing it, scanning it and emailing it back, some people just won't get around to it. Let them accept online, on their phone, in a couple of taps. Then you'll know straight away, and you'll have a clear record of exactly what they agreed to and when.
A quick checklist before you hit send
- Would someone outside your industry understand every line?
- Are the core items and optional extras clearly separated, with totals for both?
- Have you listed what's not included?
- Is there an expiry date?
- Are the deposit and payment terms on the quote?
- Can the client accept it without printing anything?
If you can tick all six, your quote is doing its job, even when it's sitting in someone else's inbox.