Challenge 4: Good content in quotations
22 August 2011
Producing a quotation is always a challenge. As we discussed in the previous article, standard texts make this challenge a little less stressful. But the text will have to be well-constructed and easy to read. How can this be achieved?
5 points of attention
If you put yourselves in the shoes of the recipient of your quotation, what does the customer consider important? I asked myself this question and came up with 5 points of attention. By keeping these points in mind, in my opinion you can turn a reasonable quotation into a good quotation.
1. Client focus
2. Use of language
- Active or passive?
- Formal or informal?
- Technical or easy to understand?
- Long or short sentences?
3. Distinction
4. Structure
5. Price
Client focus
Many sales representatives write out a quotation and focus on the product they are offering. The result can be that the client does not feel addressed by what is in the quote, they feel the rep doesn’t understand their problem! By focussing more on the client’s problem, you can explain how the problem can be solved by – you guessed it – using your product. In this way, the customer feels better understood.
Use of language
The way language is used in quotations can often be characterized by passive sentences: try to use an active mode in your writing. For example: ‘you will be helped by us’ should be ‘we will help you’.
An overly formal style of writing can scare your reader off. Apart from that, formality often does not promote readability. Make sure the quotation is easy to read by choosing current alternatives for formal words.
Technical language also does not simplify the readability of a quotation. Don’t forget who you’re addressing when you are working on a quotation. Is this actually a technical person who needs this information? If not, use terms your client is sure to recognise.
Long sentences and parenthesis will make your quotation unreadable and make you lose your reader. Try to use short sentences. Where you would put a comma, a full stop may just as easily suffice.
Distinction
In a quotation it is important to distinguish yourself. Many companies call themselves unique or superior compared to their competition. Come up with something creative! And make sure you base your reasoning on something believable.
Structure
When you have completed your text, your quotation should still be well-structured. Make sure of a logical order and use clear, functional headings and sub-headings.
Price
Of course price plays a big part in the quotation. However, the emphasis does not have to be on price. As you are not only judged on price but also on your solution, the way you distinguish yourself… Don’t underestimate these elements.
Standard texts
By keeping in mind the above mentioned points of attention, you can improve your standard texts. You can manage these texts centrally with a Guided Selling system. While configuring a product, standard texts are selected automatically. If a change is made, it is immediately incorporated. So a sales rep can never send out an old version of a quotation. And the sales rep doesn’t have to input unnecessary adjustments.
Last tip
A last tip… Pay some attention to how your quotation looks. A quotation that is easy to read but looks chaotic or messy will not do your offer any good. The right kind of lay-out can also be saved. Make sure that all your sales people use this style so that quotations are consistent. In this way, a loyal customer is not given totally different quotations.
I’m curious about your tips to improve the content of quotations. If your tip isn’t in my 5 points of attention, I’d be pleased if you would post it!
In the next article I will discuss how quotations are produced within internationally operating companies. How do you make sure your various branches or sales channels produce consistent, error-free quotations? This will become clear next time.
Judith Steinmeier is Communication Manager at Sofon - supplier of sales support software. As Judith has a lot of contact with clients, she has a clear insight into how companies that deliver customer-specific products and services can realize improvements within their sales and quotation process.
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