Writing a quote: structure, template & tips for Swiss SMEs

Why your quote helps decide whether you win the job

Your customer rarely buys just hours of work or materials. They want to know whether you have understood their situation and can do the job reliably. Your quote gives them concrete evidence of that: clear services, transparent prices and a process they can follow.

Imagine a painting firm asked to paint an occupied flat. A line item reading “Painting work, flat rate” leaves a lot open. If it states explicitly that furniture will be covered, small drill holes filled and the work areas cleaned, the customer can judge the scope much better.

This also helps when prices are compared. A longer quote is not automatically more convincing; what matters is whether the important questions are answered. So show early on what result you will deliver, which work is included and what your customer needs to have in place.

Structuring a quote: from letterhead to services

A fixed quote structure helps you avoid forgetting anything. At the same time, your customer finds the information faster. Start with the reference details, then move from the needs you discussed to the individual services.

1. Header, date, quote number and subject

State your company name, your address and a contact person with e-mail and phone number. Add the recipient, their address and, if different, the project address. A date and a unique quote number make later questions easier to handle.

The subject line names the project specifically. “Quote for garden maintenance at Rosenstrasse, Wil” is more helpful than “Quote garden work”. If there are several contacts, it should be clear who the quote is addressed to.

2. Personal introduction and starting point

Refer to the conversation or site visit and briefly summarise the job. For example: “You would like the hedge cut back and the beds prepared for spring. The work should be finished before your planned garden party.”

This shows that you have understood and makes your assumptions visible. If information is missing, say so explicitly. An agency might note, for instance, that texts and images will be supplied by the customer.

3. Services as clear line items

Break the job down into services that can be checked. Every line item needs a clear name and, where appropriate, a quantity, unit and scope. Describe the result too: for example “Design the home page, including one round of revisions” rather than just “Web design”.

Note relevant exclusions directly next to the service. In landscaping, that might be the disposal of green waste; in consulting, the written report. That way nobody has to guess what is included.

Setting out prices, variants and terms clearly

After the services come the commercial details. Your customer should be able to see what amount they pay for what scope and what requires an additional decision. Do not scatter this information across several places that are hard to find.

4. Showing prices and VAT

Show unit prices, line totals and the overall amount clearly. Indicate whether it is a flat rate or billed on a time-and-materials basis. For time and materials, the agreed rate and a clearly labelled estimate help.

Always make it clear whether prices are stated including or excluding VAT. If you are registered for VAT, your VAT number and a transparent VAT breakdown generally belong on the quote. This is not legal advice; if in doubt, have the details checked by your accountant or another professional.

5. Distinguishing options and variants

An option adds to the basic service; a variant replaces another solution. A solar installer might, for example, compare two system variants and list an additional service separately. Mark clearly which items are included in the total.

Explain the difference from the customer’s point of view. Instead of just naming “Variant A” and “Variant B”, describe what need each solution is intended for. A few clearly distinct choices make the decision easier.

6. Dates, validity and payment terms

State the planned start, the estimated duration and any dependencies, such as timely approval of materials. Set out payment deadlines and any instalments explicitly. Do not promise a fixed date for the work if you cannot yet guarantee it.

A quote can in principle be binding; the wording, the conditions and its acceptance all matter here. Give a clear validity period and check whether you can commit to the price and capacity accordingly. This is not legal advice; if you are unsure, ask a legal adviser or another professional.

7. Next steps and acceptance

Finally, explain how your customer can accept and what happens next. For example: “Please confirm your preferred variant and sign the quote. We will then agree the date for the work with you.”

Provide space for a name and date for the signature. If there are several options, the choice should also be recorded unambiguously. This makes it easier for you to prepare the job.

Quote template: a compact sample to fill in

This quote template gives you a framework for simple jobs. Replace the placeholders and add the line items you need. Remove anything that does not apply, and pay particular attention to the terms and the VAT breakdown.

Sample template in text form

You can use the following building blocks as a starting point for your own quote.

• Sender: [Company, address, contact person, phone, e-mail]
• Recipient: [Customer, contact person, address, project address]
• Reference: Quote [number] dated [date]
• Subject: [Service and project]
• Introduction: Thank you for [the conversation/site visit]. We are pleased to quote for [service] to achieve [desired result].
• Starting point: [Needs, requirements and assumptions]
• Services: [Item, description, quantity, unit, unit price, line total]
• Exclusions: [Work not included and tasks for the customer]
• Price: [Subtotal, VAT breakdown, total in CHF, VAT number if applicable]
• Choice: [Options or variants with prices, marking which services are included]
• Process: [Start, duration, dependencies]
• Terms: [Valid until date, payment deadline, any instalments]
• Acceptance: Please confirm [choice] by [method of acceptance]. We will then [next step].
• Signature: [Name, date, signature]

Writing clearly and avoiding common mistakes

Write so that your customer can understand the service without specialist knowledge. “We will set up your enquiry form so that prospects can send you their project details” explains more than “Form implementation”. Technical terms are fine where they make a service more precise; explain them briefly if needed.

Name line items consistently by activity and result. An accounting firm might list “Check receipts and compile queries” rather than “Administrative processing”. For packages, show which services each one includes and why the larger package might suit the customer’s needs.

Before sending, pay special attention to the places where misunderstandings arise. Attractive design does not make up for missing quantities, totals that contradict each other or unclear responsibilities.

• Unclear quantities: State areas, numbers of items or the agreed scope.
• Hidden extra costs: List relevant travel, delivery or disposal explicitly.
• Vague revisions: Describe which rounds of feedback and revisions are included.
• Copied old details: Check names, project address, dates and prices.
• No clear close: Say exactly how your customer can accept the quote.

Creating quotes faster: templates, text blocks and AI

Save recurring service descriptions as text blocks. For a painting firm, these might be covering work, surface preparation and final cleaning. Alongside them, maintain templates for typical jobs so you do not have to rebuild the structure and standard items every time.

Separate reusable content from details you have to check for every job. Customer needs, quantities, prices, dates and exclusions remain individual. A short internal review prevents a template from carrying incorrect details into the next quote.

An AI draft can help you get started once the goal, services, requirements and open points are known. Saley AI can create a complete proposal from a template or a sales script; if important information is missing, the AI asks targeted questions first. You decide what to keep. In particular, check whether the text contains services or commitments you have not agreed.