How to Write a Quotation That Gets Approved: Structure, Wording and Follow-Up

The conversation went well. The customer said "send me a quotation". Two days later a one-line message arrives with a number in it, and the deal quietly dies. Often the person you spoke to has to show that document to someone else, such as a partner, a manager or a finance officer, who was not in the conversation. Learning to write a quotation that stands by itself is a direct way to win more of the deals you already have.

What a quotation has to do

• Confirm that you understood what the customer needs.
• State exactly what you will supply and for how much.
• Remove doubt about what is and is not included.
• Make saying yes easy.

A quotation that does these four things is more persuasive than a long one that does not.

Nine elements

1. Header and reference

Your business name, address and contact details. The customer's name and company. A quotation number and a date. The number matters: it lets both sides refer to the right version later.

2. A short summary of the need

One or two sentences in the customer's own terms:

"Following our discussion, this quotation covers air conditioner servicing for the twelve units at your Kemang office, four times a year."

This reassures the reader, particularly someone who was not in the conversation, that the offer fits the request.

3. Itemised scope

A table with description, quantity, unit price and line total. Describe each item so that it could not be confused with something else: model, size, specification, duration.

Group items sensibly. For a service, list the deliverables. For a project, list the stages.

4. What is included and what is not

This section prevents most disputes.

Included: labour, cleaning materials, travel within the city, a written report after each visit.

Not included: replacement parts and refrigerant refill, which are quoted separately if needed.

Customers assume. If you leave it unsaid, they assume the generous version.

5. Price and taxes

Show the subtotal, any discount, tax and the grand total. State the currency and whether prices include tax. If there are options, present them as clearly labelled alternatives with their own totals.

6. Timing

When you can start, how long delivery or the work takes, and any dependency on the customer, such as site access or a deposit.

7. Payment terms

How much is due and when: deposit on order, balance on delivery, or payment within a number of days of invoice. List accepted methods and your account details.

8. Validity

The date until which the price holds. This protects you from cost increases and gives the customer a natural reason to decide.

9. How to accept

Say exactly what the customer should do:

"To proceed, reply 'Agreed' to this message or sign and return this quotation. We will then send the deposit invoice and schedule the first visit."

Many quotations end without telling the customer what to do next.

Presenting options

Offering two or three versions often works better than a single price.

• Basic. What they asked for, at the lowest sensible price.
• Recommended. What you believe fits best, with the reasons.
• Complete. Additional items that some customers want.

Options change the question from "yes or no" to "which one". Keep it to three at most, and mark your recommendation.

Wording

• Use plain language. Write what the customer will get, not internal codes.
• Be specific. "Delivery within 3 working days of payment" is better than "fast delivery".
• Avoid promises you cannot keep.
• Keep it to one or two pages for most sales. Put technical detail in an attachment.
• Check names, figures and totals twice. An arithmetic error in a quotation damages trust more than a high price does.

Common mistakes

• A price with no context. A number in a chat message is not a quotation.
• No validity date. Months later a customer returns expecting the old price.
• Unclear scope. The customer believed installation was included.
• No terms. Payment timing is argued after delivery.
• Slow sending. A quotation promised today and sent in four days loses to one sent in an hour.
• Sent and forgotten. No follow-up.
• Different formats from different salespeople. It looks disorganised.

Sending and following up

Send the quotation as a PDF so that it looks the same on every device, with a short message that summarises the total and the next step. Then:

• Same day or next: confirm that it was received.
• A few days later: ask whether anything needs clarifying, or offer an adjustment to the scope.
• Before the validity date: remind them that the price holds until that date.

Record the quotation against the deal with its amount and date, so that the follow-up does not depend on memory.

Handling a request for revision

When the customer asks for a change, issue a new version with a new number or a revision mark, and say what changed. Do not edit the old file quietly. Both sides need to know which version was agreed.

If they ask for a lower price, adjust the scope where you can instead of only cutting the figure: fewer units, a longer delivery time, a simpler specification.

A template saves time

Prepare one template with your header, standard terms and layout. Each new quotation then needs only the customer, the items and the dates. Consistent documents are faster to produce and easier for customers to read.

Polynusa keeps the deal, the WhatsApp conversation and the invoice in one workspace, and schedules the follow-up after a quotation is sent, so nothing depends on memory. See the plans on the pricing page.

Summary

A quotation should restate the need, itemise the scope, say what is and is not included, and state price, timing, payment terms, validity and how to accept. Offer up to three options, send it quickly as a PDF, and follow up on dates you have set.

FAQ

What is the difference between a quotation and an invoice?

A quotation is an offer made before the sale. It states what you will supply, at what price and on what terms, and it is valid for a limited time. An invoice is a request for payment issued after the customer has agreed, or after delivery.

How long should a quotation be valid?

Long enough for the customer to decide and short enough to protect you from cost changes. Fourteen to thirty days is common. For goods with volatile prices or limited stock, a shorter period is reasonable. Always state the date.

Should a quotation show the price breakdown or only the total?

Show a breakdown clear enough for the customer to understand what they are paying for and to adjust the scope. A single total invites the question of why it costs so much. Excessive line-by-line detail invites haggling over each line. Group items into sensible packages.