How to draw up a professional quotation: show what’s included in your price

Drawing up a professional quotation isn’t just about a smart logo and a figure at the bottom. If your quotation is sparse or unclear, the customer will mainly compare the total amount. Yet your price may include installation, materials, preparation or finishing touches that are missing from another quotation.

So make it clear not just what it costs, but above all what the customer is getting. With a standard layout, clear quotation guidelines and a brief explanation, you give the customer a clear picture. You don’t need to mention or criticise other suppliers in the process.

How do you make a quotation clear without making it unnecessarily long?

A clear quotation starts with the headings. Avoid a single broad heading such as ‘supply and fit veranda’ followed by a single total amount. The customer then cannot see what is included and will find it difficult to compare your proposal with others.

Break the price down into components that the customer can understand. The aim isn’t to list every single screw separately, but rather to highlight the key choices and tasks that make a difference to the price.

Consider, for example:

• the product, including its dimensions, material and design;
• selected options, such as side panels, lighting or a different finish;
• installation, transport or preparation, if these are included in the price;
• any on-site work that you can already include;
• VAT and the total amount, clearly itemised.

Write descriptions as you would explain them to a customer. “Aluminium veranda, 600 x 300 cm, anthracite, clear glass roof” says more than just “canopy”. Add a brief explanation where necessary. This way, the customer can see what they have chosen and what the price is based on.

Also check that the description matches what you’re actually supplying. A quotation isn’t an internal calculation sheet. The customer doesn’t need to see how you work out the figures, but they do need to understand what’s included in the price.

Why should a quotation have its own corporate identity?

Drawing up a quotation in your own house style creates a sense of recognition and consistency. Your logo, colours and company details are always in the same place. This prevents one quotation from looking like a copied Word document and another like a standalone PDF file.

This isn’t just a matter of appearance. For larger purchases, the quotation is often the document that the customer keeps, forwards or discusses with a partner. A well-presented layout helps the customer to take the content seriously.

Keep the basic layout simple. Use a single standard layout for headings, lines, totals and contact details. Ensure that key information is easy to find: who the quotation is for, what work or products it covers, what the total is and how long the proposal is valid for.

With quotations from Klantly, you can send a quotation as a personalised web page as well as a PDF. This means the client can easily open the quotation on a mobile phone. That’s more practical than an attachment that gets lost amongst other emails.

When is a quote with a cover page or additional explanation helpful?

For a simple job, a clear breakdown of prices is often sufficient. But for larger sums or a bespoke product, the customer usually has more questions. What happens after approval? What choices have been made? And which components are included?

A quotation with a cover page or additional pages helps to anticipate those questions. Don’t fill those pages with general advertising. Use them for information that helps the customer compare options and make a decision.

For example, you could add standard pages containing:

• a brief summary of the chosen design;
• an explanation of your working method, from taking measurements to completion;
• terms and conditions or principles underlying the price;
• information on scheduling, maintenance or what you do after completion;
• photos of relevant previous work, if these help to illustrate the project.

Such an explanation is particularly useful when your quotation covers more than just the product. Think of a landscaper who, in addition to paving, also includes foundations, drainage and kerbing. Or an installer who not only supplies a component but also carries out the work on site.

Only include information in the quotation that is relevant to this customer and this job. Terms and conditions may be included, but never replace a clear description with a reference to the small print.

Practical example: a veranda quotation that can be fairly compared

Suppose a customer requests quotes for a patio canopy. They receive three total prices. Your price is higher, but your proposal includes an aluminium veranda in the chosen size, the profile colour, the roofing material, side walls, lighting and installation. Another quote simply states ‘canopy including installation’.

If your quote only shows a total amount, the customer won’t see that difference. They might then assume they’re comparing the same specification, when in fact they’re comparing different things.

So make your quotation specific. State the dimensions and the chosen specification. List side walls, lighting and installation as distinct lines or clear components in the price breakdown. On a separate page, briefly explain what happens once the order is confirmed – for example, that a further assessment of the site will take place during the measurement visit.

The customer then won’t have to guess why your quote is so different. They’ll see exactly what’s included in your price and can ask more targeted questions. This makes the conversation more substantive than a discussion focused solely on the figure at the bottom.

For bespoke work, you can also set out options before the quotation is drawn up. For example, a visitor can use a configurator on your website to select sizes and options, after which that information is used as the basis for the quotation. The quotation will then match what the customer has previously put together.

How do you ensure your quotation is actually read?

A well-presented quotation is of little value if the customer doesn’t open it or if giving their approval is a faff. Therefore, don’t just send a PDF as an attachment; ensure there’s a clear path to the quotation and a logical next step.

A personalised quotation page works well on both mobile phones and laptops. The customer can view the content, download the PDF and ask questions. If you feel that offering online acceptance fits your process, you’ll also lower the barrier between ‘looks good’ and a confirmed order. Also consider how you can enable online acceptance of a quotation.

If you don’t receive a reply, don’t immediately assume a lack of interest. Perhaps the email was missed, the quote hasn’t been viewed yet, or the customer has a question. If you can see when a quote has been opened, you can follow up in a more targeted way. We cover this topic in more detail in ‘Following up on quotes without separate lists’.

Creating a professional quotation doesn’t have to involve a design job for every single order. Establish your corporate identity, clear guidelines and standard explanations properly once and for all. After that, for each quotation, focus your time primarily on the content that matters to that particular customer.

Would you like to discover how Klantly can support your quotations and customer process? Get started for free