Producing quotations (useful tips)
15 December 2011
Producing a quotation is always a challenge. That’s why I want to focus on writing quotations this week. 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 some points of attention so you can turn a reasonable quotation into a good quotation.
Focus on the customer’s problem, not on your product
Many sales representatives write out a quotation and focus on the product they are offering. The result can be that customers feel that the sales rep doesn’t understand their problem! By focussing more on the customer’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 an active mode in your writing, not a passive one
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’.
Don’t write too formal
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.
Simplify readability of your quotation
Technical language 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 customer is sure to recognize.
Use short sentences, not long ones
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.
Distinguish yourself
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.
Make your quotation well-structured
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.
Don’t focus on 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.
Store standard texts
By keeping in mind the above mentioned points of attention, you can store standard texts. You can manage these texts centrally with quotation software. 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.
Tips?
I’m curious about your tips to improve the content of quotations. If your tip isn’t in my points of attention, I’d be pleased if you would post it!
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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