How to write a quotation that wins customers

5 min read · Updated October 2026

A good quotation does more than state a price. It shows the customer exactly what they'll get, removes doubt, and makes saying "yes" easy. Here's how to write one.

What to include

Your business details and logo, and the customer's details.
A quotation number and date, plus a valid until date.
A clear breakdown of products and services, with quantities and prices.
Discounts, delivery charges and tax shown separately.
What's not included, which prevents disputes later.
Timescales: when you can start and deliver.
Payment terms, such as a deposit to confirm.
An acceptance section where the customer can sign.

Price it properly

Work out all your costs, including materials, labour, delivery and payment fees, then add the margin you need. Remember that margin and markup are different: a 30% margin needs a higher price than a 30% markup. Use the profit margin calculator to find the right price.

How long should it be valid?

Long enough for the customer to decide, short enough to protect you from rising costs. 14 to 30 days is common; use shorter periods when material prices change quickly.

Make it easy to accept

Explain the next step in one sentence, for example: "To go ahead, sign below and pay the 30% deposit." Offering two or three options (basic, standard, premium) often helps customers decide.

Follow up

A short, friendly message a few days later ("Did you have any questions about the quote?") wins many jobs that would otherwise be forgotten.

Create one now

The free quotation maker includes a valid-until date, acceptance block and exact totals. When the customer accepts, save it as a draft and turn it into an invoice.

Frequently asked questions

Is a quotation legally binding?

A quotation is usually an offer; once the customer accepts it, it may form part of a contract. Rules differ by country, so make your terms and expiry date clear.

Should I include tax?

Yes, if you're registered. Show it separately and state clearly whether prices include or exclude tax.

This guide is general information, not legal, tax or accounting advice. Rules differ by country.