Three things decide whether a quote converts: whether the scope is comparable to the other quotes on the buyer's desk, whether the price has an expiry, and whether there is one obvious next action. Most quotes supply none of the three, then the buyer defers — and deferred means lost.
The other lever is speed of follow-up. In our testing across small service businesses, the follow-up message mattered more than the wording of the quote itself, provided the quote already stated the scope and validity clearly.
The six emails
1. Initial quote
Use when: sending the price for the first time.
Subject: Quote [number] — [project] · valid until [date]
[Name],
Thanks for the walkthrough on [date]. Here is the quote for [project].
| Item | Scope | Amount |
|---|---|---|
| [Item 1] | [what is covered] | [amount] |
| [Item 2] | [what is covered] | [amount] |
| Total | [total] |
This covers [inclusions summary]. It does not cover [exclusions summary] — quote available on request.
Price holds until [date]. To go ahead, reply "approved" and I will send the start date.
[Your name], [Company]
2. Follow-up on an unanswered quote
Use when: three to five days have passed with no reply.
Subject: Re: Quote [number] — still open?
[Name],
Following up on quote [number] for [project], sent [date].
Two questions: is the scope right, and is [amount] within the range you are working to? If either needs adjusting, tell me and I will revise it today.
The price holds until [date].
[Your name], [Company]
3. Revised quote after scope change
Use when: the client asked for something different.
Subject: Revised quote [number] — [what changed]
[Name],
Updated quote attached, reflecting [change requested on date].
| Previous | Revised | |
|---|---|---|
| [Item] | [amount] | [amount] |
| Total | [total] | [total] |
Everything else is unchanged. This version replaces quote [old number]; the previous price no longer applies.
[Your name], [Company]
4. Answering a price objection
Use when: the client says it is more than they expected, and you would rather adjust scope than discount.
Subject: Re: Quote [number] — options
[Name],
Understood. Rather than reduce the price for the same work, here are two ways to bring it down:
Option A — [reduced scope] · [lower amount] · [what comes out]
Option B — [phased approach] · [amount] now, [amount] later · [what moves to phase two]
Both keep [the essential outcome]. Happy to talk it through for ten minutes if that is easier — [phone].
[Your name], [Company]
4b. When discounting is the right call
Use when: the reduced scope would not actually solve the client's problem. Then say so plainly — cutting the work below what is needed just moves the failure to later. If you do discount, attach it to a condition: a longer commitment, a faster decision, or a reference.
5. Quote expiry notice
Use when: the validity date is approaching.
Subject: Quote [number] expires [date]
[Name],
Quote [number] for [project] expires on [date], because [reason — supplier pricing, scheduled capacity, material costs].
Reply by [date] and the quoted price stands. After that I will need to re-quote at current rates.
[Your name], [Company]
6. Declining work you do not want
Use when: you are turning the job down — worth doing well, since people remember it.
Subject: Re: [project] — we are not the right fit
[Name],
Thanks for thinking of us. We are going to pass on this one, because [honest reason — outside our area, capacity, timing].
For this kind of work I would suggest [specific suggestion, if you have one].
Please do keep us in mind for [what you do want].
[Your name], [Company]
Phrasing that changes the outcome
Three choices carry most of the weight. Map the price to the scope line by line, so the buyer can see what each part costs and compare like for like. Always set an expiry date — an open-ended quote has no reason to be answered this week. Give one next action, phrased so that replying takes seconds rather than requiring the buyer to compose something.
And when a quote is rejected, ask which one won and why. The answer is usually scope or timing rather than price, and it is the cheapest market research available.
Price validity, stated once
A quote without a date has no reason to be answered this week. Put the expiry in the subject line, in the body, and on the attachment — three places, one date. Say what happens at expiry: the price is re-quoted at current rates. Where you can hold a price, say so, because it removes the buyer's reason to wait.
Quote faster, follow up sooner
Speed beats phrasing. Draft the quote in a tool, then send the follow-up on a schedule you stick to.
Try Rytr →Frequently Asked Questions
Should I put the price in the email or only in the attachment?
In the email. Many buyers never open the attachment, and a figure in the body makes comparison easy.
How long should a quote be valid?
Fourteen to thirty days, stated explicitly. Shorter windows create urgency; longer ones invite delay.
How many times should I follow up?
Two, then one closing message. State the follow-up date in the quote itself.
How do I handle "that is more than we expected"?
Adjust scope before adjusting price, and show both options side by side.
Should I chase quotes I lost?
Yes — ask what won and why. The reason is usually timing or scope, not price.
Is it fine to decline work?
Yes, and doing it clearly is better than quoting a price you do not want to honour.