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A quote is a decision, not a price
Reading a quote, the customer looks for three answers: What do I get? How much will I pay? When? Quotes that answer all three clearly are accepted faster. Every unclear point means a phone call, an email and, often, a request for a discount.
The parts of a good quote
1. Header details
- Your business name, address, tax details and contact information,
- The customer's name or company,
- Quote number and date,
- Validity: "This quote is valid for 15 days." When material prices move, this line protects you.
2. A short summary
One or two sentences on what the job is: "Made-to-measure kitchen cabinets and installation for your flat in Kadıköy." When the customer forwards the quote to a partner or a boss, this is what gets read first.
3. Line items
Each line shows what will be done, the quantity, unit price and amount. Write lines in words the customer understands. "Lacquered MDF door 18 mm, 12 pcs" is technical but clear; a single "Materials" line raises suspicion.
| Item | Qty | Unit price | Amount |
|---|---|---|---|
| Base cabinet carcass (example) | 4.2 m | 4,500 TRY | 18,900 TRY |
| Wall cabinet carcass (example) | 3.6 m | 3,800 TRY | 13,680 TRY |
| Lacquered door (example) | 12 pcs | 1,250 TRY | 15,000 TRY |
| Installation | 1 job | 6,000 TRY | 6,000 TRY |
The figures are examples; the point is how the lines are written.
4. Totals and tax
Subtotal, discount (if any), tax and grand total on separate lines. Say clearly whether prices include tax. Quoting business customers excluding tax with a note saying so is common; showing consumers the total they will pay avoids confusion. Our VAT calculator helps with the arithmetic.
5. What is not included
The section that prevents the most arguments: "Worktop, built-in appliances and electrical work are not included." A customer who later says "I thought that was included" accepts the point when you show them the quote.
6. Payment and delivery terms
- Deposit and when the balance is due,
- Delivery or completion time,
- Warranty terms.
If you work with instalments, attach the payment plan.
7. How to accept
How will the customer accept? A signed copy, an email, a click on a link? When accepting is easy, decisions come faster.
Common mistakes
- No validity period. A quote accepted three months later may lose money if costs have changed.
- Unclear tax. "Was that excluding tax?" arguments start after acceptance.
- Not listing exclusions.
- Overwriting revisions. The customer no longer knows which version they accepted. Every revision should be a new version.
- Send and forget. Most unfollowed quotes quietly disappear because the customer couldn't decide.
After sending: follow-up
The sale doesn't end when the quote is sent; it enters a new stage.
- The day you send it: a short message saying the quote has arrived and they can call with questions.
- 2–3 days later: "Have you had a chance to look at the quote? Anything you'd like changed?"
- Before it expires: "Our quote expires on Friday; let us know if you'd like to keep this price."
Record the customer's answer and objection at each follow-up. Objections like "too expensive", "timing doesn't work", "waiting for another quote" shape your next quote.
Revisions
When the customer asks for changes, don't delete and rewrite the quote; create a new version. A version number (v1, v2) and date make it indisputable which quote was accepted.
After acceptance
An accepted quote turns into a job plan, an invoice and a payment plan. If that happens by hand, lines get retyped and errors creep in. Carrying the quote lines unchanged into the invoice saves time.
Measure your quotes
Once a month, look at three numbers:
- Acceptance rate: what share of quotes sent were accepted?
- Decision time: on average, how many days between quote and acceptance?
- Loss reasons: what is the most common objection on lost quotes?
A low acceptance rate with short decision times points to pricing; a good acceptance rate with long decision times points to follow-up.
Example: a renovation firm's quote process
Picture a small firm renovating bathrooms and kitchens, sending about 30 quotes a month.
Survey: the customer leaves a request by form or phone. A fitter visits, takes measurements and photos. The survey notes are added to the lead record.
Quote: the office prepares a two-option quote from the notes: "standard" (local tiles, standard fittings) and "recommended" (imported tiles, concealed cistern). Materials and labour are on separate lines in each option, and exclusions (electrical work, door replacement) are written out. The quote is valid for 10 days because tile and fitting prices change often.
Follow-up: a short message on the day, a call on day three, a reminder two days before it expires. The customer asks whether the standard option could be a little cheaper; instead of lowering the price, the firm changes the scope (a shower curtain instead of a glass screen) and sends a new version.
Acceptance: the customer accepts through the link. The lines turn unchanged into the job plan and the payment plan: 40% deposit, the rest on completion.
Month end: the firm looks at acceptance and loss reasons. "Timing" is a common reason on lost quotes; next month the firm puts start-date options up front in its quotes.
When every step is linked to the same customer record, "what did we quote, what did we discuss, how much have they paid?" is answered in one place.
Quotes in Era
Era's Quotes module sends a quote with a PDF and a link the customer can accept or decline. Drafts are edited, sent by email, marked accepted or declined, or withdrawn; quotes past their validity lapse by themselves. When the customer asks for changes, the quote is revised into a new version; templates and duplication make similar quotes quick.
Lines come from products and services in the Catalog, with tax applied automatically. The quote is linked to the lead in Sales and to a single Customers record. After acceptance, an agreement and payment plan open in Finance, and Invoices are raised from the agreement.
It works from chat too: "List quotes we sent last week with no reply" or "Prepare a new version of this quote with 10% off". Era prepares the second as a draft; sending it takes your approval. The professional services and home services pages show how the quote flow is set up by industry.
Checklist
- Quote number, date and validity are present.
- The summary is two sentences at most.
- Lines are in the customer's words.
- Whether prices include tax is stated clearly.
- Exclusions are listed.
- Payment, delivery and warranty terms are clear.
- Accepting is easy.
- Follow-up dates are in the calendar.
Free tools for this guide
Era modules in this post
- QuotesPrice quotes with a PDF and a link the customer can accept or decline.
- SalesLeads, the calls that follow them up, and the partners who send them.
- CustomersOne record for every customer, shared by every module.
- CatalogEverything you sell or book — products, services, prices, categories and brands.
- InvoicesNumbered invoices and credit notes, with tax on every line.
- FinanceWhat customers owe and pay, and what the business spends.
Frequently asked questions
What should a price quote include?
Your business and customer details, quote number and date, validity, a short job summary, line items, totals and tax, exclusions, payment and delivery terms, and how to accept.
How long should a quote be valid?
It depends on your industry and how fast costs change. Where material prices move quickly, 7–15 days is common; for services with steadier costs, 30 days.
Is a quote the same as a proforma invoice?
No. A quote is a sales offer. A proforma invoice shows the details of an accepted sale in advance and doesn't replace a legal invoice; the actual invoice is issued after delivery or service.
What should I do if the customer asks for a discount?
Create a new version rather than rewriting the quote. Balancing a discount with a scope change (fewer items, different materials) is healthier than simply cutting the price.
Should I send a quote as a PDF or a link?
Both together work best. The PDF can be archived and forwarded; the link lets the customer accept or decline in one click and makes it easier to see whether the quote has been opened.
Sources
- EU: Consumer Rights Directive (pre-contract information)eur-lex.europa.eu
- Turkey: Law No. 6502 on Consumer Protection (Turkish)mevzuat.gov.tr
Rates, thresholds and rules change; check the current text at the link before you decide.
