Guides · Sales
How to Write a Quote That Wins the Job
How tradespeople and small businesses can write clearer quotes that win more work without cutting prices. What to include, plus a simple template.
Many small businesses think they lose quotes on price. Sometimes they do. But just as often, the customer picks the quote that felt clearer, more professional and easier to say yes to.
You can’t always be the cheapest. You can always be the clearest.
1. Send it fast
The longer you take, the more likely the customer goes with someone who quoted first. Aim to send quotes within a day or two. If it’ll take longer, tell them when to expect it.
2. Start with their problem, not your price
Open with a line that shows you listened.
Thanks for showing me round on Tuesday. You want the downstairs bathroom turned into a shower room with level access, ready before your mum moves in at the end of March.
This immediately feels different from a quote that’s just a list of items and a total.
3. Say what’s included, clearly
List what you’ll do in plain English. Customers can’t compare quotes if they can’t tell what’s in them.
- Remove the old bath, basin and tiles and take them away
- Fit a level-access shower tray, screen and electric shower
- Tile floor and walls to ceiling height in tiles you choose
- Make good and paint the ceiling
4. Say what’s not included
This avoids arguments later and shows you’ve thought it through. For example: “Doesn’t include the cost of tiles, which you’ll choose, or any work to the electrics beyond the new shower circuit.”
5. Offer options where it makes sense
Instead of one price, consider three:
| Option | What’s in it |
|---|---|
| Essential | The job done well, standard materials |
| Recommended | Better materials or extras most people want |
| Premium | Everything, top-end finish, longer guarantee |
Now the customer is choosing between your options, not just comparing your price with someone else’s.
6. Show why you
A short section near the end is enough:
- Your accreditations and insurance
- Your guarantee
- A link to reviews or photos of similar jobs
- Who’ll actually be doing the work
7. Make the next step obvious
Don’t make them wonder how to say yes.
- When you can start
- How long the price is valid for
- Your payment terms, including any deposit
- Exactly how to accept: “Reply YES to this email and I’ll book you in”
8. Make it look professional
It doesn’t need to be fancy. A clean PDF or email with your logo, contact details, the date and a quote number is enough. Avoid handwritten notes or a price sent by text with no detail.
9. Follow it up
A great quote that’s never followed up still loses to a decent one that is. Use the three-step plan and scripts in our guide on how to follow up a quote.
A simple quote template
- Your logo, contact details, date, quote number
- One line on what they want and why
- What’s included
- What’s not included
- Options and prices
- Why choose us
- Start date, validity, payment terms
- How to accept
Want help winning more of your quotes?
Our founder started out making cold calls and has spent more than ten years in sales, so this is the kind of thing we help with every day. See our sales help for small businesses, or start with a free website check.
