Crafting the Perfect Quote

You’ve hooked a hot lead, got all the details, and all you need is for them to accept your quote before you can get to work, deliver an outstanding product or service, and put money in your pocket.

Too often, we see hastily thrown together quotes that are generic and frankly, pretty unappealing. Just because a potential client is allowing you to send them a quote doesn’t mean that they are sold on your company.

Crafting a compelling, high-converting quote accomplishes a lot for your business. A great quote does more than provide a price for a product or service, it also:

  • Reinforces Expectations
  • Adds Value
  • Builds the Relationship

As local lead generation experts for over 20 years, we have had a lot of time, experience, and opportunity to perfect the quoting process, both for our own business and for our clients. Utilizing the formula we are sharing with you today, we have been able to not only increase the number of conversions from leads to customers but have also increased our average ticket and our client retention time, as well as reduced our time to close.

This formula works for many different business types and niches, and can easily be customized for your business. Start creating compelling, high-converting quotes that grow your business and build long-term client relationships today with the right formula for success!

The quoting process- crafting the perfect quote cheat sheet
Click for Printable Cheat Sheet!

Step 1: Friendly Greeting

Always begin with a friendly greeting that reinforces any past conversations you may have had with them and makes some type of personal connection.

This could be something as simple as relating to their business type, location, or particular need.  Making this connection shows them that you care, and if you care about them, most likely you care about their project and about doing a good job.

Hi Maggie,

Congratulations again on your new business venture! (Friendly, excited greeting) Tampa needs a great donut shop, and you can count on me to be one of your first customers. (Personal connection)

Step 2: Validate Their Need

They reached out to you because they initially thought that they needed what you had to offer, but they may now be second-guessing that need, or your solution.

It is important that you validate their original request, reinforcing that they are making the right choice by selecting your product or service.

Although I love donuts, I won’t be able to support your shop alone. I can, however, make sure that your business gets noticed. (My hero!) A great sign makes all the difference in your ability to attract new customers. (Reinforces their need)

Step 3: Assume The Win

A big part of winning their business is assuming the choice is already made. Use phrases like, “I am excited about working with you”, “I can’t wait to get started on this”, or “We will begin work next Friday”. By using cooperative phrases such as these, your potential client will automatically start to think of you as their partner or desired provider.

We are pleased that you have chosen us as your signage partner,  (Assume the deal) and we look forward to creating the perfect signage for your needs and business.

Step 4: Confirm Ability To Fulfill

Once you have confirmed that their need is a valid one and assumed you are their preferred provider, you now need to confirm for them that you can do what they need. Here you will start to build the greater value of your offer- not only can you provide their desired product/service, but you can do it when they need it, and at the right price for them. What more do they need to know?

I have reviewed your needs with my production and design team, and have come up with a complete quote for your signage project that will fit both your budget and timeframe. (I can provide exactly what you need!)

Step 5: Spell Out The Value

Often, companies simply give the basics of what the quote entails:

Channel Letters- 14 letters with logo- $4,672.00

Wow. Sounds pretty pricey, doesn’t it?

However, by adding detail and value-added statements to your quote, you can differentiate yourself from competitors who may be quoting the same job.

Even if the price is the same, or even higher, the added value goes a long way in letting the customer know that what you are providing is worth the price point.

Be detailed in describing what is included in your quote, building the value of both your company and the products you have to offer.

Item 1: Channel Letter Sign with Donut Logo “Maggie’s Donuts” (the ‘O’ in donuts is the logo)

  • On-Site Evaluation & Sign Measurement- Free of Charge (Value added!)
  • Local Sign Permitting Services (may incur additional fees)
  • Custom Sign Design & digital proof for your review
  • Complete Sign Manufacturing using latest technology & high-quality materials (Better than the other guys!)
  • Professional Sign Installation
  • Workmanship & Installation Satisfaction Guaranteed (Guarantees help increase conversions!)

Quoted Price: $4,672.00

Step 6: Make Them Feel Special

Little extras show clients that you are willing to make an extra effort to win their business.

By adding something that has little cost to you but high-value for your clients, you are able to up the ante and create a more compelling, irresistible value proposition.

To help you celebrate your grand opening, we are including a FREE GIFT just for you! (But wait… there’s more!)
Item 2: 4×6 Grand Opening Banner
Quoted Price: FREE

Step 7: Up-Sell & Cross Sell

The quoting process is a great time to introduce other services or products that you provide that may also benefit your client or customer. Upselling and cross-selling not only increase the value of the current job, they can help to position you as their future provider, and remind them that you have more to offer than just the single product that they have an immediate need for.

Some customers may have found you by searching for a particular item, and may not realize that you are a full provider of related products/services, so it is up to you to let them know there is more you can do!

I have a lot of great ideas for promoting your business through impactful and effective signage to help you get the word out. (There is more you need) If you have not made arrangements for your interior signage, such as ADA signs and menu boards, (I have more to offer) I would love the opportunity to assist you with those items, as well. Let me know if you are interested and I can start preparing a quote for those. (Let’s keep working together!)

Step 8: Define the Next Steps

Next, it is important to let them know exactly what they need to do to move forward.

Make this easy to see, find, and understand so that there are no barriers for them.

Make it as simple as possible for them work with you!

What You Need To Do (Spell it out- make it easy!)

Respond to this email approving your quote
Send high-resolution logo file

Step 9: Set Deadlines

The most neglected item on many quotes is setting deadlines to help move the project forward. Failing to do this vital step can greatly extend the sales cycle.

Set a reasonable timeframe based on your conversation with them, but it should rarely be more than a week from the time the quote was sent. 48 hours is typically plenty of time for them to review and respond, even if that response is “I’m not sure yet.”

Let them know when you need a response by, and what will happen if you don’t get it, but keep it friendly and polite.

Most importantly, if you say that you will call them on Monday, you better do it! Keep your promises!!

I will call you on Monday if I haven’t heard back from you yet to follow up and make sure everything is still on track. (Deadline and action if deadline is missed)

Step 10: Friendly Closing

The closing of your quote can accomplish a lot in a small space. The right closing phrases help to build the relationship, express your excitement about working with them, and reinforce that you are the right provider for their needs.

One trick we frequently use, both on the phone and in quoting, is to use their first name in the closing. This seems like such a small thing, but it really helps to improve familiarity and makes them feel like this quote was custom created, just for them, because you care.

Lastly, make it easy for them to contact you by displaying your details in your email signature. Quotes should be sent not from a company, but from an individual that they have worked with and connected with. If the quote is an attachment or PDF, it should still include a personal note from the salesperson who has been corresponding with that potential client.

Thanks again, Maggie, (Use their name to build the relationship) for trusting us to deliver the right signs for your business (Assume the sale). We look forward to creating attractive, high-quality signs (Show excitement) that help you accomplish your business goals (Build the value), both now and in the future. (Assume long-term relationship)

Your future customer,
Dan The Sign Man
Questions? Call me now at (555) Sign-Man! (Make it easy to contact you)

Final Thoughts

Crafting a compelling quote is vital to closing jobs, building relationships, and setting expectations with your clients. Whether you are selling a custom physical product or a specialized service, your quote is a valuable tool that can accomplish much more than telling a potential customer the price of an item.

A good quote should be:

  • Friendly & excited to take on business
  • Build the full value & benefits of working with you
  • Express a desire for a long-term partnership
  • Drive a client to action

At Mark My Words Media, we understand that getting a client to contact you is only half the battle– you still have to convert them into a paying customer or client! That is why we are dedicated to providing our clients with the support and education they need to properly handle the continuous flow of leads we deliver, resulting in more dollars in their pockets and bigger smiles on their faces.

Start getting high-quality local leads and send more quotes with an experienced and dedicated Online Lead Generation Partner!

Reach out to Mark My Words Media today at (800) 243-2077 for a Free Consultation.

Mark My Words Media Lead Generation Firm Logo

Cut, Paste, Edit, & Send!

Don’t forget to make all updates for your customer and business type before using this quote sample. We recommend creating a base template of your own for all of your quotes that you can quickly personalize and update for new clients.

Hi [customer first name],

Congratulations again on your new business venture! [Your City] needs a great [business type], and you can count on me to be one of your first customers.

Although I love [product type], I won’t be able to support your shop alone, but I can make sure that your business gets noticed [or other product benefits]. A great sign makes all the difference in your ability to attract new customers, and we are pleased that you have selected us as your signage partner.

I have reviewed your needs with my production and design team, and have come up with a complete quote for your signage project that will fit both your budget and timeframe.

Item 1: Channel Letter Sign with Donut Logo “Maggie’s Donuts” (the ‘O’ in donuts is the logo)
-On-Site Evaluation & Sign Measurement- Free of Charge
-Local Sign Permitting Services (may incur additional fees)

-Custom Sign Design & digital proof for your review
-Complete Sign Manufacturing using latest technology & high-quality materials
-Professional Sign Installation
-Workmanship & Installation Satisfaction Guaranteed
Quoted Price: $4,672.00 

[Add more items as needed]

To help you celebrate your grand opening, we are including a FREE GIFT just for you!
Item 2: 4×6 Grand Opening Banner
Quoted Price: FREE

I have a lot of great ideas for promoting your business through impactful and effective signage to help you get the word out. If you have not made arrangements for your interior signage, such as ADA signs and menu boards, [or other complementary product types] I would love the opportunity to assist you with those items, as well. Let me know if you are interested and I can start preparing a quote for those.

What You Need To Do
Respond to this email approving your quote
Send High-resolution logo file

I will call you on [Monday] if I haven’t heard back from you yet to follow up and make sure everything is still on track.

Thanks again, [customer first name], for trusting us to deliver the right signs for your business. We look forward to creating attractive, high-quality signs that help you accomplish your business goals, both now and in the future.

All the best,
[Your Name]
[Your Business]
[Email Address]
[Phone Number]

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