The 5 Reasons Tradies Lose Quotes (And How to Actually Win More)
You're issuing quotes. That's great.
But if you're only winning 1 out of every 5, or worse, 1 out of every 10... you've got a problem.
Issuing more quotes is step one (we covered that last week). But what's the point of pumping out 10 quotes per week if you're only converting 20%? You're working harder, not smarter.
Here's the truth: most tradies lose quotes for completely fixable reasons. Not because their pricing is wrong (though sometimes it is). Not because the competition is better (though sometimes they are). But because they're making simple, avoidable mistakes that kill trust before the client even meets them.
I've analyzed hundreds of lost quotes in the RipperContracts system. The patterns are clear. There are five main reasons tradies lose quotes, and once you know what they are, you can fix them.
Let's break down each one and, more importantly, how to fix it.
Reason #1: Your Price Is Wrong (But Probably Not How You Think)
Everyone thinks they lose quotes because they're "too expensive." Sometimes that's true. But more often? Your price is actually too LOW, or it's not justified properly.
The "Too High" Problem:
If you're losing 80%+ of your quotes and clients keep saying "we went with someone cheaper," yeah, your pricing might be off. But before you drop your prices, ask yourself:
- Are you quoting the right clients? (High-end work to budget-conscious clients = bad fit)
- Are you explaining the value? (Just a number with no context = looks expensive)
- Are you comparing apples to apples? (Your comprehensive quote vs their basic quote)
The "Too Low" Problem:
Sounds backwards, but it's real. Quote too low and clients think:
- "What's wrong with this guy? Why is he so cheap?"
- "Is he going to cut corners?"
- "Will he even finish the job?"
I've seen tradies LOSE quotes by being the cheapest. The client went with the middle-priced option because it felt safer.
The Fix:
Price confidently. Know your numbers. Know your worth. Don't apologize for your pricing.
Break down the quote. Don't just say "$15,000." Say:
- Materials: $6,000
- Labor: $7,500
- Project management: $1,000
- Cleanup/disposal: $500
Now the client sees where the money goes. It's not just a big scary number.
Include vs exclude. Clearly state what's included AND what's not. "This quote includes all materials, labor, and cleanup. It does NOT include electrical work (separate quote available) or painting (you mentioned handling this yourself)."
Justify your pricing. If you're higher than competitors, explain why:
- "Unlike basic quotes, this includes a 2-year warranty on all work"
- "We use premium materials that last 2x longer"
- "Our timeline is firm—no disappearing for 3 weeks mid-job"
Offer options. Give them Good/Better/Best pricing:
- Budget option: $10,000 (basic materials, standard finish)
- Standard option: $15,000 (quality materials, professional finish)
- Premium option: $20,000 (top-tier materials, custom details)
Most clients pick the middle. Now you've anchored the price and given them control.
Reason #2: Your Timeline Doesn't Match Their Urgency
Client needs work done in 2 weeks. You quote 6 weeks. Client goes elsewhere.
You might be the best tradie in town with the fairest pricing, but if your timeline is wrong, you lose.
The Problem:
Most tradies quote based on THEIR schedule, not the client's needs. "I'm booked for 4 weeks, so I'll put you down for 5 weeks out." The client needed it done last week.
The Fix:
Ask about timeline in your first conversation. "When do you need this completed by?" This should be question #2 (after "what's the project?").
Be honest about your availability. Don't overpromise to win the job. "I'm currently booked until November 15th. I can start your project November 20th with completion by December 5th. Does that work for your timeline?"
Offer rush options. "If you need this done sooner, I can fit it in next week, but there's a 20% rush fee for rescheduling other jobs." Some clients will pay extra. Some won't. Either way, you're not losing the job by default.
Subcontract if needed. Got a trusted subbie who can handle it? "I'm booked, but I have a colleague who does excellent work and can start next week. I'd oversee the project to ensure quality. Interested?"
Build buffer into quotes. Quote 3 weeks even if you think it'll take 2. Finish early? You're a hero. Finish on time? You met expectations. Run late? You're still within the quoted timeframe.
Reason #3: Your Quote Looks Unprofessional
Harsh truth: if your quote looks like it was typed on a phone while sitting in your truck, clients assume your work quality matches.
First impressions matter. Your quote is often the first "work product" a client sees from you. If it's sloppy, they assume everything else will be too.
What Makes a Quote Look Unprofessional:
- Spelling/grammar errors ("we will install you're new kitchen")
- Inconsistent formatting (some sections bold, others not, random font sizes)
- Vague scope ("fix the bathroom")
- Missing information (no payment terms, no timeline, no contact details)
- Sent from personal email (bigdave69@hotmail.com)
- No letterhead or branding
- Looks like a text message, not a business document
The Fix:
Use templates. Every quote should have the same structure:
- Your business name, logo, contact info at top
- Client name and project address
- Date of quote
- Detailed scope of work
- Itemized pricing
- Payment terms
- Timeline
- Terms and conditions
- Professional sign-off
Proofread. Or better yet, use RipperContracts AI which generates grammatically correct, professionally formatted quotes automatically.
Include photos. Past projects that are similar. "Here's a bathroom reno we completed last month that's similar to what you're looking for." Visual proof builds trust.
Make it easy to say yes. Include a clear acceptance section: "To proceed, simply reply to this email with 'Approved' or click the approval link below." Don't make them print, sign, scan, and email back. It's 2025.
Professional email. yourname@yourbusiness.com.au, not your personal Gmail. Costs $10/month. Worth it.
Reason #4: You Didn't Follow Up
You sent the quote. Now you're waiting for the client to respond. And waiting. And waiting.
Meanwhile, your competitor sent a quote AND followed up 3 days later AND called on day 7. Guess who won the job?
The Problem:
Most tradies send a quote and hope. They don't want to be "pushy" or "annoying." So they wait. And they lose.
The Reality:
Clients are busy. They got your quote. They meant to respond. They got distracted. They forgot. Your follow-up isn't annoying—it's helpful. It reminds them. It shows you're professional and organized.
The Fix:
The follow-up sequence from last week's article:
- Day 3: "Just checking you received the quote. Any questions I can answer?"
- Day 7: "Following up on the quote sent last week. Still keen to move forward?"
- Day 14: "Final check-in on this. Let me know if you'd like to proceed or if you've decided to go another direction."
That's it. Three touchpoints. Takes 5 minutes total over 2 weeks.
Reason #5: You Didn't Build Trust
This is the big one. The one that underlies everything else.
Clients don't just buy the cheapest quote or the fastest timeline. They buy from the tradie they TRUST most.
If they don't trust you, nothing else matters.
Why Clients Don't Trust You (Yet):
- No reviews/testimonials visible
- No photos of past work
- Your van/truck looks like a disaster
- You showed up late to the site visit (or not at all)
- You were on your phone during the consultation
- You didn't listen to their concerns
- You rushed the quote without understanding their needs
- Your quote has errors or looks sloppy
- You didn't follow up (shows you don't care about the work)
The Fix:
Show up on time. If you're late, text them: "Running 10 min behind, apologies."
Look professional. Clean truck. Clean work clothes. Business cards. Branded quotes.
Listen more than you talk. Ask questions. Take notes. Address their concerns in your quote.
Show proof. Include 2-3 photos of similar completed projects with your quote.
Get reviews. After every successful job: "Would you mind leaving a quick Google review?" Aim for 20+ reviews with 4.5+ stars.
Respond quickly. When they inquire, respond within 2 hours.
Be transparent. If there are potential issues, mention them upfront.
Offer guarantees. "All work guaranteed for 2 years."
Trust is built in small moments. Every interaction either builds it or erodes it.
The Math: How Improving Win Rate Changes Everything
Let's say you're currently issuing 10 quotes per week with a 30% win rate:
- 10 quotes → 3 jobs per week → 12 jobs per month
- Average job: $10,000
- Monthly revenue: $120,000
- Annual revenue: $1,440,000
Now you fix your quotes and improve to a 45% win rate:
- 10 quotes → 4.5 jobs per week → 18 jobs per month
- Average job: $10,000
- Monthly revenue: $180,000
- Annual revenue: $2,160,000
Same number of quotes. 50% more revenue. That's an extra $720,000 per year.
The Bottom Line
You're going to lose some quotes. That's business. But you shouldn't be losing 70-80% of them.
Fix these five issues:
- Price correctly and justify it
- Match their timeline or be honest about yours
- Make your quotes look professional
- Follow up consistently
- Build trust at every touchpoint
Track your win rate. Analyze why you lose. Fix the biggest issue first.
The difference between a 30% win rate and a 50% win rate is literally hundreds of thousands of dollars per year.
Same work. Same skills. Better quotes.
Frequently Asked Questions
Q: What's a good win rate to aim for?
A: 40-50% overall is solid for most trades. But break it down by source: referrals should convert 60-70%, cold inquiries 30-40%, online leads 20-30%. If you're below 30% overall, something's broken. If you're above 60%, you might be underpricing—you should lose some quotes to stay competitive.
Q: Should I ask clients why they didn't choose me?
A: Yes, but do it right. After they say no, send one final message: "No worries—thanks for considering us. If you don't mind me asking, what made you go with another option? Always trying to improve." Keep it casual. Most won't respond, but some will give you valuable feedback.
Q: I'm losing most quotes on price. Should I just drop my prices?
A: Not necessarily. First, figure out WHY price is an issue: (1) Are you quoting clients who can't afford you? Fix your marketing to attract the right clients. (2) Are you not justifying the price? Add value explanation. (3) Are you genuinely overpriced for your market? Check what competitors charge. Only drop prices if you're legitimately out of the market range.
Q: How many follow-ups is too many?
A: Three follow-ups over 14 days, then move on. After that, you're wasting time that could be spent on new opportunities. Exception: huge projects ($50k+) might warrant a 30-day follow-up cycle. Most residential work: 3 touches, 14 days, done.
Q: Can I improve my win rate without using RipperContracts?
A: Absolutely. Templates, follow-up discipline, professional presentation, trust-building—none of that requires RipperContracts. You can do it all manually with Word docs, spreadsheets, and calendar reminders. That said, RipperContracts automates about 90% of this and gives you data you'd otherwise have to track manually.
Next in the Series
Post 4: Progress Updates: The $10,000 Communication Habit
Because winning the quote is only half the battle. You need to keep clients happy (and paying) throughout the project. We'll break down how regular progress updates prevent disputes, get you paid faster, and turn satisfied clients into referral machines.
Using RipperContracts to track your win rate?
The dashboard shows you exactly how many quotes you're winning vs losing, which sources convert best, and where you need to improve. It's like having a business coach watching your numbers 24/7.
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