In this month’s business advice column, Aaron McLeish considers the building blocks of a quotation sheet that can make or break a deal with the customer. 

Have you ever mapped out the customer journey from initial enquiry to completing the job and getting money in the bank? At any stage, a customer could decide not to continue to the next stage, at which point the sale is lost. 

The quote often sits in the middle of the customer journey. Executing a quote which fully meets your potential customers’ needs will lead to a quote acceptance, then money in the bank if you request deposits. 

I have recently critiqued some domestic quotes with the aim of spotting areas which can quickly be improved upon to ensure that more quotes are accepted. This then leads to more work, which results in more money in the bank. 

How to improve quotes 
• Have an opening paragraph. Thank them for letting you quote for the job. Make it personal.

• Grammar! When quoting for work, grammar must be correct. This is because the quote sets the tone for the entire project, and incorrect grammar can give the impression that the work is of poor quality. It also shows that you are not attentive to detail, which could reflect poorly on the final product. Incorrect grammar can change the meaning of what you are trying to say, which could lead to misunderstandings or even legal problems.

• Don’t clog up the main body of the quote – Use an appendix to help provide further information. If you put too much in the main body, people may not read it, or they’ll miss something important due to skim reading. Many customers won’t read the appendix, but for those who like a lot of detail, this could be make or break for them.

• Any options to save money or include extras? Let the customer choose to spend more money if they wish! Are there optional extras they can choose from? How about if they sign up for a maintenance plan as part of a sale, would any offerings entice sign up? Or, on the flip side offer them a behaviour reward – (which is a discount in return for something beneficial to you, for example, leave a review on Checkatrade and receive a £25 off voucher.) 

• Clean up promise. Offering a clean-up promise will reassure the customer that you will be respectful of their home.

•  Include testimonials. Including testimonials in your quotation is a good idea because it helps to build trust with potential customers. Seeing what others have said about your work can help to reassure them that you are capable of doing a good job.  

•  Include a photo of the property/site. Even the front door or door number will do. This shows you have taken the time to make the quote personal and it’s not a generic quote you churn out over and over again.

•  How soon can you do the work? Knowing how soon you can do the work is important when trying to win a customer over. If they know that you have the availability to do the work right away, they are more likely to go with your company. Being able to answer this question upfront shows that you are prepared and that you value their time.

Point of payment 
•  What are your payment options? Knowing your payment options could be the deciding factor. If you offer payment via instalments or you accept credit card, could mean that you are the preferable choice over someone who is cash only. In today’s world where money is tight for so many, being able to pay using credit or in manageable payments is often desirable. Make it easy for your customers to pay you. 

•   Pay in advance or on completion? Do you require a deposit? Be very clear about your payment terms from the onset. Nobody likes surprises when it comes to bills.

•   Contact details. It should be very clear how the customer can get in touch. They may have a make or break question to ask.

•   Call to action? How do they accept the quote?  The call to action is the final step in the quotation process, and it is your opportunity to book the work. Do they need to call? Do they need to sign an acceptance? Will it be sent for an e-signature?

There are many elements that go into building the perfect quote. Do not rush quotes out the door, take your time and full communicate how your firm is the best suited for the job and why.

As the director of Together We Count, Aaron McLeish is an accountant specialising in the plumbing and heating sector. Aaron is also author of The Quote Handbook. 

Visit the website here: www.togetherwecount.co.uk