Clear quotes

    Write quotes customers can say yes to.

    A clear quote answers the customer's questions before they ask them. A respectful follow-up gives them an easy way to answer — including no.

    About 9 minutesEducational guide · examples are fictional

    What a clear quote contains

    1. Scope in plain wordsWhat you will physically do, written so the customer could explain it to someone else.
    2. InclusionsMaterials, labour, removal, certificates — whatever the price covers.
    3. ExclusionsThe things customers often assume are included: making good, painting, permits, after-hours work.
    4. Assumptions and surprisesWhat you're assuming about the site, and what happens if you find something else.
    5. Price, validity and termsAmount, whether tax is included, how long the price holds and when payment is due.
    6. A simple way to approveOne clear instruction. Approval should be recorded, not remembered.

    Example: before and after

    Illustrative example · fictional business

    Before

    "Supply and install 150L geyser — R14,800."

    The customer can't tell whether the drip tray, valves, ceiling repair or compliance certificate are included. So they wait, or compare it with a cheaper quote that excludes half of it.

    After

    Scope
    Remove the failed 150L geyser, supply and install a new 150L geyser in the same position, reconnect and test.
    Included
    Geyser, drip tray, vacuum breakers, pressure valve, removal of old unit, compliance certificate.
    Not included
    Ceiling board repair and painting; electrical faults found on the supply.
    If we find more
    We stop, explain and price it. Nothing extra without your approval.
    Price
    R14,800 including VAT · valid 14 days
    Approve
    Reply "Approved" with your name.

    Figures are fictional and for layout only — use your own pricing.

    Quote structure template

    QUOTE [number]  ·  valid until [date]
Customer / site: [name, address, access notes]

SCOPE — what we will do
- [task, in plain words]
- [task]

INCLUDED
- [materials, labour, removal, certificate etc.]

NOT INCLUDED
- [making good, plastering, painting, permits, after-hours call-out etc.]

ASSUMPTIONS
- [e.g. existing pipework in serviceable condition; clear access]

IF WE FIND SOMETHING ELSE
We stop, explain and price it. Nothing extra is done without your approval.

PRICE: [amount] [state whether VAT is included]
PAYMENT TERMS: [deposit / on completion / account]

TO APPROVE: reply "Approved" with your name, or sign below.
Name: ____________  Date: ________

    Follow up without nagging

    Following up is a service, not pressure. Customers get busy, quotes land in spam and decisions involve other people. Agree a fixed number of attempts, make each message useful, and close politely when you reach the end.

    • Give each follow-up a purpose: confirm arrival, answer questions, offer options, close.
    • Don't invent deadlines or discounts to force a decision.
    • Make "no" easy. A clear no frees you to focus on work that will go ahead.
    • Record each attempt so nobody sends the same message twice.

    Follow-up scripts

    DAY 1 — sending the quote
Hi [name], thanks for having us out today. Your quote for [job] is attached.
It covers [one-line scope]. It's valid until [date]. If anything is unclear,
reply here or call me on [number]. — [your name]

DAY 3 — checking it arrived
Hi [name], just checking the quote for [job] came through and makes sense.
Happy to talk through any of the line items. — [your name]

DAY 7 — offering a choice
Hi [name], I don't want to keep nudging you. Would it help if we:
1) adjusted the scope, 2) held the price until [date], or 3) closed this for now?
Any answer is fine. — [your name]

AFTER THE AGREED ATTEMPTS — closing politely
Hi [name], I'll close this quote for now so you don't keep hearing from us.
If you'd like to go ahead later, reply to this message and we'll re-check the
price and availability. Thanks for considering us. — [your name]

    What this won't do

    Clearer quotes and steady follow-up reduce misunderstandings and forgotten opportunities. They don't guarantee a particular acceptance rate — price, timing and fit still decide. If you want quote follow-up handled as part of a plan, Google Growth includes it alongside one managed local Google Search campaign. See the plans, or continue to planning the day.

    Keep going

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