Should I Charge for Quotes? The Real Math for Trade Businesses
Free quotes cost £12k+ per year. When to charge, how much, and the scripts that keep conversion high.
What “free quotes” cost per year
Based on 2 unpaid quotes per week at £120 each
The Real Cost of “Free” Quotes
You drive to a customer's house. Spend 45 minutes assessing the job. Price it out. Send a detailed quote. Never hear back. That's not “free marketing.” That's unpaid work.
What One Quote Actually Costs
Plug this into the broader growth system outlined in From Van to Empire Scaling Guide, How to Scale from One Van to Three, and Service Business Pricing Mastery 2026.
Industry average: 40% of quotes convert to jobs.
That means: For every 10 quotes, you're doing £990 of unpaid work (6 that don't convert × £165 each).
Annual Impact: 2 unpaid quotes per week × 52 weeks × £120 average = £12,480 in lost time annually.
The Case FOR Charging for Quotes
1. Filters time-wasters
people collecting 5 free quotes won't pay upfront
2. Increases conversion
paid quotes close 70%+ vs 40% for free quotes
3. Values your expertise
consultations elsewhere are never free
4. Covers your costs
even if they don't book, you're compensated
5. Creates a premium position
“we charge because you get a full specification, not a number on paper”
The Case AGAINST Charging for Quotes
1. Customer expectation
most trades advertise free quotes
2. Lead generation
free quotes lower friction so more requests
3. Price shopping is normal
smart buyers want three bids for big jobs
4. Competitive disadvantage
if others are free, you may lose the lead
The Answer: It Depends on the Job
There’s no one-size-fits-all answer. Use this matrix:
Quote Charging Decision Matrix
ALWAYS FREE
- ✓ Small jobs under £500
- ✓ Emergency callouts (you already charge callout fees)
- ✓ Existing customers
- ✓ Jobs you can quote remotely
MAYBE CHARGE (£50-75)
- ⚠ Medium jobs £500-£2,000
- ⚠ Fully booked weeks where you’re turning work away
- ⚠ Jobs requiring 60+ minutes on site
- ⚠ Customers already sitting on multiple quotes
ALWAYS CHARGE (£75-150)
- ✗ Large £2k+ projects
- ✗ Commercial sites
- ✗ Jobs needing drawings/specifications
- ✗ Structural surveys or multiple visits
How Much to Charge
BASIC QUOTE
- • Phone/remote assessments
- • Applied to smaller repairs
- • Includes simple summary email
STANDARD VISIT
- • On-site visit up to 60 mins
- • Measurements + itemized estimate
- • Credited to invoice if booked
PREMIUM SURVEY
- • Detailed spec & drawings
- • Material sourcing + project plan
- • Multiple site visits included
What to Say When You Charge
Script 1: Professional Approach
"For projects over £2,000, we charge a £100 quotation fee. It covers a detailed assessment, itemized pricing, and materials specification. If you proceed with us, the £100 is fully credited to your invoice."
Why it works: Sets value, explains inclusions, offers credit.
Script 2: Time-Saver
"We charge £75 for quotes on larger projects. It ensures we're spending time with customers who are serious about proceeding, which means we can schedule your work faster instead of chasing time-wasters."
Why it works: Positions it as benefiting them.
Script 3: Expertise Play
"Our quotes include a detailed technical assessment, product recommendations, and a written scope of work. That level of detail takes 2-3 hours to prepare properly, so we charge £120—deducted if you book within 30 days."
Why it works: Shows value, not just a number on paper.
What NOT to Say
- ×We have to charge because we get so many time-wasters.
- ×Would you be willing to pay for a quote?
- ×It's only £50.
- ×Most people don’t mind paying.
The Middle Ground: Deposit-Based Quotes
Can’t decide? Use the hybrid credited-quote model.
The “Credited Quote Fee” Model
1. Charge £75 for the quote.
2. If they book within 14 days: £75 credited to the invoice.
3. If they don’t book: you keep the £75 for your time.
Result: Filters time-wasters, compensates your time, doesn’t cost serious customers anything.
Real-World Examples
Example 1: Plumber (Charging)
Started charging £50 for bathroom refit quotes. Lost 30% of quote requests. Conversion rate jumped from 35% to 75%. Annual revenue increased by £18,000.
Verdict: Worth it
Example 2: Electrician (Free)
Offers free quotes with quick 20-minute assessments. Does 8-10 quotes/week, converts 45%. Quote time is minimal and keeps the pipeline full.
Verdict: Free works for the model
Example 3: Kitchen Fitter (Hybrid)
Free for kitchens under £8k. £150 fee for £8k+ (credited if booked). Filters browsers on big projects while keeping volume on smaller ones.
Verdict: Best of both worlds
The Bottom Line
Free quotes cost you £12,000+ per year in wasted time. Use charging strategically:
- Charge when jobs are large, complex, or require deep assessment.
- Keep free for small jobs, emergencies, existing customers, and quick assessments.
- Hybrid wins: credit the fee if they book—filters time-wasters without penalizing serious buyers.
Success Formula: Charge for complex quotes + Credit the fee if they book + Position it as professional service = Fewer time-wasters + Higher conversion.
Track Which Quotes Convert
Toolfy shows your quote-to-job conversion rate. See which quote types convert best so you know exactly when charging makes sense.
Start Free Trial →Build a pricing command center in Toolfy
- •Quote templates, emergency premiums, and deposits all in one library
- •Real-time job costing shows margin before you send the quote
- •Scenario calculators feed straight into invoices and payment plans
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