How Do Contractors Structure Their Quotes to Get More Large Jobs Approved?

Hey Deroy, good question. I’m not a plumber, but I do remodeling/custom interiors and run into the same issue with larger-scope quotes.

The biggest thing I’ve found is that larger jobs need to be quoted more like a decision guide than just a price. If the customer only sees one big number, they either panic or start comparing it against the cheapest guy. I try to break the quote into clear sections so they can understand what is driving the cost: demo/prep, rough work, finish work, materials, disposal, permits if needed, and any assumptions or exclusions.

I also try to separate “must do” items from options. For example, I’ll price the core scope clearly, then list upgrades or add-ons separately. That gives the client some control without making it feel like the whole quote is negotiable.

The other thing that helps is explaining the why behind the price. Not a novel, but enough that they understand what protects them from problems later. On bigger jobs, I’ll usually include notes about what could change the price, what decisions they still need to make, and what the next step/deposit would be.

Basically, my goal is for the quote to answer the questions before the customer has to ask them. It doesn’t win every job, but it seems to build a lot more trust with the right clients.

Best regards,
Chris

I like what Helix said. Build it with a bunch of selectable items. Also use bullet points so it's easier to read. Small summary, what's included (bullet points) what's excluded. One this I do to help sell the jobs because i don't present in person, is put together a Loom video where I go over the quote, what we would be doing and show them any products that would be used. I'll have a tab open with the client view of the quote, one of the request where the pictures are so I can reference them, then another tab with whatever website. Here is a video I did yesterday... Watch on 1.5x

https://www.loom.com/share/83e6544f48c4409eaf6afad312b36560

I really like the video idea, I think it’s a brilliant approach. I took a look at the one you shared, and it was very straightforward and easy to follow. Being able to walk clients through the scope, reference photos, and even highlight products adds a strong layer of clarity and trust.

I appreciate you sharing that. It’s a great approach, and something I’ll definitely look to incorporate moving forward.

General contractor here, I ran a large service department w/ 26 service reps in 1 location.  Here is what we did:

Price condition: Ask clients if they have any idea of what this (repair/replacement) might cost now. Then correct their options with large ranges that are at the high end of your pricing and/or slightly higher so they aren't blind sided by the time you actually give real prices

Proper expectations: Lay out the overview of how your appointments go so the homeowner is less nervous. 

Establish yourself: Educate homeowners on WHY things failed or need to be upgraded so you are known as the knowledgable professional

Estimates: write enough information (value) for customers to recognize your expertise and work going into it. Being too specific can harm you as well so keep some loose terms in there that prevent arguments over dollar and cents. (i.e. Replace "up to" 25 ft. pipe and properly seal to existing plumbing, "approximately", "as needed up to") This stops them for arguing for more money back when you replace 23 ft.).

Liability & Upselling: Often, the minimum would be the item that we are 70-90% sure is the ONLY problem. However, to "WARRANTY" that we fixed all of the issues in the area, we recommend replacing additionals in the area. 99/100 go with the warranty for the extra. We also would give the option/recommendation to replace with an estimated timeframe so they could judge if it's good money after bad to repair. 

Sales: Using photos and large ipad (with expecatations of how appointment is ran) resulted in customers not hovering as much because they were getting a rundown with photos when I was done diagnosing. A larger screen helps lock in the problem that often times gets brushed out of sight, out of mind. Ask for the sale and if they need anything further from you to make a decision. If they will not make a decision there, get a time commitment from them on when they could make a decision by and follow up on that day.

Now that I'm running my business 5-10 employees, our average ticket has grown by $10k every year for the past 4 years. 

This is excellent advice. One thing I've learned as well is that larger jobs are often sold before the quote is ever presented. Setting expectations early, educating the customer throughout the process, and helping them understand the potential costs before they see the final number can make a huge difference.

I especially like your point about using photos and visual documentation. Many homeowners don't fully understand what they're paying for until they can actually see the problem and the proposed solution. The warranty approach and providing options instead of a single recommendation are also great ways to build trust while helping customers make informed decisions.

Congratulations on the growth you've achieved. Increasing your average ticket size by $10k annually over four years is impressive and clearly shows that your process is working. Thanks for taking the time to share such detailed insight.

Good conversation, thanks for the info!