Ask ten customers why they picked one tradesperson over another and very few will say "the cheapest". They say things like "he got back to me first", "the quote was really clear" or "she explained what was wrong". A good quote does three jobs at once: it shows you understood the problem, it removes doubt about what the customer is paying for, and it makes saying yes easy.
Quote or estimate? Be clear which one you are sending
In the UK the two words are used loosely, but they mean different things to a customer.
- A quote is a fixed price for a defined piece of work. If the job turns out exactly as described, that is the price.
- An estimate is your best guess, and the final bill may be higher or lower.
If you call something a quote and then charge more, you are likely to end up in an argument, and possibly in front of a small claims judge. If there are genuine unknowns (what is behind the tiles, how rotten the joists are) send a quote for what you can see and list the unknowns separately, with a price for each likely outcome. Customers cope well with uncertainty when it is written down. They cope badly with surprises.
What every quote should include
A quote that answers the customer's questions before they ask them gets accepted faster. As a minimum include:
- Your business details: trading name, your own name if you are a sole trader using a business name, address, phone, email and VAT number if you are registered.
- The customer's details and the job address, which are not always the same (landlords, letting agents and relatives booking for parents).
- A quote number and date, so you can both refer to it later.
- A plain-English description of the work, broken into lines. "Supply and fit a 60cm extractor fan, including ducting to the outside wall and making good" beats "Fan install".
- Prices per line, with VAT shown clearly if you charge it.
- What is not included: skip hire, decorating after plastering, moving furniture, parking costs.
- How long the price is valid: 30 days is common, shorter when material prices are moving.
- Payment terms: deposit, stage payments, when the balance is due and how they can pay.
- A clear way to accept: a button, a signature or at the very least "reply YES to this email".
Price the work properly before you write anything
A quote is only as good as the number on it. Before you write the description, work out:
- Labour: realistic hours multiplied by your hourly rate, including travel, setting up and clearing away.
- Materials: the price you will actually pay, plus a margin for handling, collection and waste. Many trades add 10 to 20 percent.
- Overheads: van, insurance, tools, phone, software and accountant. Divide your yearly overheads by the number of chargeable days you work to see what each day must cover before you earn anything.
- Profit: a business that only covers costs cannot survive a quiet month.
Keep a price list of your common jobs and update it when your costs change. It makes quoting faster and keeps your prices consistent between customers, which matters when neighbours compare notes.
Offer options, not a take-it-or-leave-it price
When you send one price, the customer's only decision is yes or no. When you send three, the decision becomes "which one?" This is often called good, better, best pricing.
| Option | Example for a bathroom extractor |
|---|---|
| Good | Standard fan, wall-mounted, 12-month warranty |
| Better | Quiet fan with humidity sensor, 3-year warranty |
| Best | Quiet humidity-sensing fan, timer, ducting upgraded to rigid, 5-year warranty |
Most people pick the middle option. Some pick the best. Very few pick the cheapest when they can see what it leaves out. Optional extras work the same way: list them as tick boxes ("add a limescale filter, £45") rather than mentioning them on the doorstep and forgetting to write them down.
Make it look like it came from a proper business
You do not need a designer, but you do need consistency. Use your logo, the same colours on every document, and a clear layout. Avoid handwritten quotes sent as a photo, and avoid quotes typed into the body of a text message. A branded PDF or an online quote page the customer can open on their phone feels more trustworthy, and it is easier for them to forward to a partner who is paying half.
Add one or two photos where they help. A photo of the leaking joint, the cracked render or the overgrown hedge reminds the customer why the job matters, especially if they are reading the quote three days after your visit.
Send it fast
Speed wins work. If you visit on Tuesday and send the quote on Saturday, someone else has probably already started. Aim to send small quotes the same day, from the driveway if you can, and larger quotes within 48 hours. If a big quote will take longer, tell the customer when to expect it, and then hit that date.
Take a deposit when it makes sense
A deposit protects you when you are ordering materials or holding a date, and it confirms the customer is serious. Keep it proportionate to your real costs and say clearly what it covers. For consumers, remember that some contracts agreed away from your business premises come with a cancellation period. Our guide on stopping no-shows covers deposits and cancellation in more detail.
Follow up, politely and on a schedule
Most quotes that are accepted are accepted after a follow-up, not before. Customers get busy, forget, or are waiting for a third quote. A simple sequence works well:
- Day 2 or 3: "Just checking the quote came through and answering any questions."
- Day 7: a short reminder, perhaps mentioning your next available dates.
- Day 14: a final note before the quote expires.
If you can see that the customer has opened the quote several times, that is a good moment to call. Repeated views usually mean they are interested but something is holding them back, often a question about timing or money.
Make accepting it effortless
Every extra step loses customers. "Print, sign, scan and email back" loses more than "tap Accept". The best quotes let the customer choose their options, sign on screen and pay the deposit in one go, then confirm what happens next: "Thanks, we'll be in touch within one working day to book your start date."
A quick checklist before you press send
- Is the description specific enough that a stranger could do the job from it?
- Have you listed what is not included?
- Is VAT clear?
- Is there an expiry date and payment terms?
- Are there options or extras the customer might want?
- Is it easy to accept and pay a deposit?
- Have you set a reminder to follow up?
Get these right and you will win more work at better prices, without being the cheapest on the street.
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