A good quote has two purposes: it outlines prices, and it gives your potential client a glimpse of what it’s like to work with you. And, in a lot of cases, that glimpse can be the deciding factor between you and a competitor.
Closing deals is the priority, but quoting is one of those steps that quietly shapes the outcome. This is where things start to feel real for the customer so they begin picturing your service or product in action. And yet, it’s often treated as an afterthought.
But we’re here to change that! Learning how to write a quote for a job the right way can help you win more work, build trust, and maintain great client relationships.
Quote vs. Invoice, Estimate & pro forma Invoice – What’s the Difference?
Let’s start with the basics: what exactly is a quote?
A quote (or quotation) is a formal document that shows the cost of goods or services before a customer commits to buying. Usually it’s sent early in the sales process, often in response to a price inquiry, and includes all the relevant info: itemized pricing, descriptions of what’s included, terms, and any special conditions.
Now, here’s what makes it different from other common documents:
Quote vs. Invoice
An invoice comes after the work is done or the product is delivered. While a quote shows what something will cost, an invoice is a request for payment for work that has already been completed. It includes the final agreed-upon pricing, plus any relevant dates and payment terms.
Quote vs. Estimate
An estimate is more of an educated guess. It gives a ballpark figure when exact details aren’t yet confirmed; especially useful in industries where scope or specs can shift. Unlike a quote, an estimate isn’t really binding and the final price can change based on how the project evolves. In contrast, a quote represents a firm offer – once accepted you’re generally expected to honor the pricing and scope as quoted.
Quote vs. Pro Forma Invoice
A pro forma invoice looks a lot like invoice, but it’s still part of the early sales process. It’s typically used once a customer has agreed in principle to make a purchase, but the finer details (like quantities or specs) are yet to be finalized. This is quite common in international trade or bulk orders. Like quotes, pro forma invoices are not legally binding.
When Should You Send a Quote?
It’s best to send a quote when a potential customer reaches out to ask about pricing and seems serious about buying. Think of it as your formal response to “how much would this cost?”
This is often the turning point when a lead decides whether to move forward, so make sure the quote is clear, accurate, and professional.
If you’re wondering how to make a quote that stands out, a good rule of thumb is to treat it like a handshake – it should reflect your professionalism, attention to detail, and how trustworthy you are.
Why Some Businesses Avoid Quoting – And Why That’s a Mistake
Some service providers avoid offering quotes altogether, and the reasons usually sound familiar:
“It takes too long.”
“I don’t want to scare the client away.”
“I’m not sure what to include.”
“The job’s too small to bother with.”
“They might not even choose me.”
These concerns are valid, however, skipping the quoting process can actually create bigger problems in the long run, such as misaligned expectations and loss of trust.
Here’s how to counter these most common objections:
“It takes too long.” Use a standard quote template to speed things up. Once your basic structure is set, filling in the details becomes much faster.
“The job’s too small.” Small jobs done well often turn into long-term clients or solid referrals. A quick quote now can lead to future work.
“I have enough work.” Ask if the job is urgent. Some customers are happy to wait for a reputable business.
“There’s no guarantee I’ll win it.” True – but a professional, well-priced quote gives you a better shot. Many customers are looking for clarity and confidence, not just the cheapest option.
Ultimately, quoting isn’t just about winning a job – it’s about showing your client that you run a professional operation they can count on.
Before You Quote: A Few Steps You Shouldn’t Skip
Before you put numbers down, a little homework is due!
The first thing to know is what the customer actually needs. A quick conversation or a short intake form can do the job. Ask what their budget is, how their ideal timeline looks, and if there are any non-negotiables.
Next, define the scope, and be very specific about it. What’s included, and what definitely is not? Are there factors that could affect the final cost or delivery time? These are all important questions.
Last but not least, double-check your own availability and costs. Make sure you’ve got the time, tools, and materials to do the job well – and that your pricing reflects all relevant expenses, including labor, overhead, and a buffer for unexpected issues. No eyeballing it.
If you get these details right early on, it will be easy to create accurate quotes and there will likely be no need to revise things later.
A Few Smart Quoting Tips
Once the preparations are over with, it’s time to build the quote itself. But first, let’s go through a few simple habits that can make creating quotes easier and more effective for you:
- Keep a professional look. Use a clean layout with your logo, contact details, and a clear summary of the job.
- Be clear about what’s not included. Setting expectations upfront helps you avoid unpleasant surprises.
- Set a deadline for acceptance. This nudges the client to decide in a timely manner, but also helps you manage your time better.
- Follow up. A quick check-in a few days after sending a quote shows your interest in working together with a specific client.
- If you can, try to add value by offering a small bonus or an upgrade option. Clients love tiny signs of appreciation.
- Confirm in writing. Once they accept, lock everything in: price, scope, and timelines – this keeps both sides aligned.
- Factor in risk and time. If things might take longer than expected or might cost more, build in a buffer by including a clause that covers variations.
How to Prepare a Professional Quote in 8 Steps
Putting a good quote together isn’t really difficult, it just takes a bit of structure. Let’s break it down into steps:
1. Choose a good template
A good template should cover the following essentials: your business details, quote number, issue date, line items, and space for terms and conditions.
2. Add your business information
Your business information includes your company name, address, phone number, email, and logo. This way your quote will look professional and your clients will be able to reach you with questions or approval.
3. Fill in the client’s details
Start by making it personal: add the client’s name, business name (if it applies), contact details, and address. Double-check the spelling and formatting – it might seem like a small thing, but it shows you’re paying attention. Get it wrong, though, and you come off as careless.
4. Number your quote
Give each quote its own ID. It makes life easier when you’re juggling multiple projects or clients. It’s especially helpful if someone calls you weeks later asking about “that quote you sent.”
5. Add the issue date
Always include the date you sent the quote. It gives you a reference point and helps avoid confusion if prices or availability change later – especially if you’ve added a note like “Valid for 14 days.”
6. Itemize your services or products
Break down everything you’re offering. List each product or service, along with a short description, the quantity, unit price, and total. Clients scan this part first, so make sure it’s clear and digestible.
7. Include your terms and conditions
Cover the basics: how and when you expect payment, what’s included (and what isn’t), and any other important details. It protects both sides and prevents surprises down the line.
8. Add any extra notes
Use this space for anything helpful or polite – whether it’s a tax ID, a note about discounts, or just a simple “Thanks for the opportunity.” If you’re sending the quote digitally, this is also a good place to include an e-signature option.
Quotes don’t have to be fancy – but they do need to work for you. If they’re clear and easy to read, they quietly sell your services in the background. Less confusion means fewer follow-ups, faster approvals, and more jobs in the bag. Let your quotes do the talking – so you can get on with the work.
