A quote is a sales document. When it’s clear, specific and easy to accept, more people accept it.
Quick summary
- State exactly what’s included, and what isn’t, in plain language.
- Break the price into parts the customer can understand.
- Offer a couple of options when it makes sense.
- Include timing, payment terms, an expiry date and a simple way to accept.
Many quotes lose because they’re confusing, not because they’re expensive. A customer who doesn’t understand what they’re paying for will hesitate, or choose the competitor whose quote they did understand.
What every quote should include
- Who it’s for and the date.
- The scope: what you’ll do, described in the customer’s terms.
- What’s not included: materials, permits, cleanup, travel or anything else that could cause a surprise.
- The price, broken into understandable parts.
- Timing: when you can start and roughly how long it will take.
- Payment terms: deposit, stages and due dates.
- How changes are handled: how extra work is agreed and priced.
- Expiry date: how long the price stands.
- How to accept: a signature, an email reply or a link.
Offer options
Giving two or three choices helps people decide. For example:
| Option | What’s included | Price |
|---|---|---|
| Essential | Repair and repaint the damaged wall | $640 |
| Recommended | Essential plus repaint the whole room | $1,150 |
| Complete | Recommended plus new baseboards | $1,780 |
The figures above are illustrations. Make sure each option is complete on its own, so nobody feels tricked into the middle one.
From experience
Write the scope so a stranger could understand it. “Install 6 ft of shelving in pantry, white melamine, 3 shelves” beats “Pantry shelving as discussed.”
Rules that can apply
- Some states require written estimates for certain services, such as auto repair, and limit how far the final bill can exceed them without the customer’s approval.
- Sales made at the customer’s home may fall under the FTC’s Cooling-Off Rule, which gives buyers three days to cancel many sales of $25 or more and requires you to tell them about that right.
- Licensing rules for contractors and other trades vary by state and city.
Check with your state’s consumer protection office or licensing board if you’re unsure.
After you send it
Send the quote promptly while the conversation is fresh, then follow up using the follow-up routine. Track every quote and its expiry date in your CRM or spreadsheet.
Owners often ask
What’s the difference between an estimate and a quote?
An estimate is usually an approximate price that may change; a quote is usually a fixed price for a defined scope. Use the word that matches what you’re promising, and explain how changes will be handled.
Should I ask for a deposit?
Deposits are common for custom work and materials. State the amount, when it’s due and whether it’s refundable.
How long should a quote be valid?
Long enough for the customer to decide, short enough that your costs won’t change much. Thirty days is common, but choose what fits your business.
This guide is general information for U.S. small businesses, not legal advice. Rules on texting, privacy and consumer protection vary by state and change over time; check with your state attorney general’s office or a lawyer for your situation.