How to create converting quotations?

In the world of sales and entrepreneurship, the ability to create converting quotes is an essential skill. Whether you are a freelancer offering your services, running an SME or representing a multinational, creating a quote that convinces customers is crucial to the success of your business

Drawing up a converting quote is a crucial step in winning new customers and expanding your customer portfolio. A well-developed quotation is not only a representation of your services and/or products, but above all a summary of the sales conversation that preceded sending your quotation. In addition, it is also an opportunity to convince potential customers of the (added) value you have to offer.

Remember that your quote is part of the total customer experience, especially for a potential customer who has not yet had the opportunity to work with you and your company. It is also a way to distinguish yourself from your competitors, so pay enough attention to this.

In this blog post we go through 6 essential steps for preparing a convincing quotation, preferably supported by visual examples.

Step 1: Understand the customer’s needs

Before you even start creating a quote, it’s vital to fully understand your potential customer’s needs and expectations. Ask specific questions and actively listen to their answers. Use this information to design a personalized solution that meets their needs.

If, when reviewing your notes, you are not yet 100% sure of what was said during the sales conversation, do not hesitate to contact your prospect or customer again and ask for clarification. This really does not seem strange to the customer and it is in any case a much better approach than guessing and putting something wrong on paper.

It may seem repetitive at first, but do not forget that your quotation will often have to be presented to other people who may not have been present at the sales meeting and it will be comfortable for them to read a summary of what was said during the sales meeting. sales conversation was set as a goal.

Step 2: Offer a clear solution

Once you’ve summarized the customer’s needs, it’s time to present a solution that addresses their problems. Don’t just put your products or services in the spotlight, but tell your customer how you can offer a solution to a specific problem that was discussed during the conversation.

 Always be specific and clear about what solution you can offer, including products and services you would use or implement, and especially emphasize any additional benefits such as guarantees or support from your company. Above all, paint a complete picture.

Step 3: Transparency in pricing

Transparency is essential when it comes to pricing. Make sure you communicate all costs clearly, including any taxes, fees or extras. Customers appreciate honesty and can make better decisions when they are fully informed.

And nothing is more annoying than having to discover afterwards that everything became more expensive due to extras for which your customer did not even realize that they would be charged extra. This will not only lead to irritation, but also discussion and jeopardize your chances of a next sale with that same customer because he will not see you and your company as worthy of trust.

So no so-called “small print” in your quotation or associated sales conditions.

 Step 4: Add social proof

Adding social proof, such as customer reviews, success stories or references, can increase the trust of potential customers. Show that others have had positive experiences with your products or services.

I would not immediately include a customer testimonial in the actual quotation, but I would refer to your website or a review on some online platform. If you have achieved a certain quality label or a renowned recognition that is a reference in your sector or field, you could include this in the quotation itself.

 Step 5: Create an Attractive Layout

We live in a visual society and that’s why an attractive layout can make the difference between a quote that is ignored and one that attracts attention. Use professional branding, consistent fonts and colors, and uncluttered sections to make your quote attractive and easy to read, and add images where possible.

Make sure that the whole thing does not become too flashy, due to the extensive use of images. Be relevant and ensure that images support the text and the use of words. Another advantage of adding images is that you make the whole thing a bit lighter, which makes it more pleasant for the reader than just text.

Adding a graph can also be a way to make your quote visual.

Step 6: Add a Clear Call-to-Action

End your quote with a clear call-to-action that highlights the next steps for the customer. Encourage your prospect or customer to get in touch, make a purchase or request further information.

The closing of the quotation must be correct, this is where the conversion takes place. The valve often remains stuck for a long time. Be extremely clear about what you expect from the recipient and what the recipient can expect from you.

For example, you can also indicate when you will contact your contact person again to discuss the quotation in more detail. Do not leave too much time for this, between 3 days after sending your quotation and a maximum of 1 week.


By following these steps and using visual examples, you can transform your quotes from simple documents to powerful tools that convert leads into customers. Remember to regularly evaluate and adjust your quoting process based on feedback and results.

would you like to know more about how you can increase conversion within your company or sales team? Request a free strategy session below.

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