An estimate is no longer a mere tool for informing the client about supply costs. It has become a sales tool, but in order to be effective it must contain several fundamental elements.
In a competitive market such as the current one, the estimate is an important sales tool. Clients decide after reading too many estimates that are too similar in content and structure. The final outcome, in many ways, is to focus competition on the price rather than on the value of the offer and on the capability of the product to meet the client’s needs and requirements.
So, what are the aims of an estimate? It must answer four questions:
- How much does the client have to pay?
- What does the client receive in exchange?
- When will the client receive the products?
- How can the client be sure to obtain the results promised?
An estimate must rotate around these questions in order to convince the prospective client and reassure him/her, from a rational viewpoint, that he/she will obtain the emotional benefit he/she desires.
The elements of a successful estimate
The estimate is a multi-faceted offer that includes:
- a letter of presentation;
- attachments;
- the actual estimate.
Letter of presentation
The recipient’s address must be correct and complete. The text starts by briefly thanking the recipient for the availability shown during the sales pitch and for the request for an estimate. The letter must also include a list of the qualities of the door and/or window proposed, recognised by the client, followed by several sentences that underline the product’s capability of meeting also the client’s emotional needs.
The text should then continue with the tests passed by the product, the certifications it has been granted, the warranty period (when it is longer than the period imposed by the law) and any insurance coverage.
The last lines of the letter must contain an invitation to act: to call the window/door installer/supplier/dealer to sign the contract, to book a second meeting, etc…
Absolutely necessary is a polite salutation with a touch of personalisation (where possible). The text must be laid out in an orderly fashion and must not exceed two pages in length. Aim for short and essential text but without skipping any useful information.
Attachments
Provide or send copies (clear photocopies or PDFs) of the certifications issued by the Body that has carried out the air/water/wind tests, of the calculation of the thermal transmittance and sound reduction, if any, a facsimile of the warranty, an ad sheet of the product, any product testimonials by satisfied customers, photos of homes fitted with the same window/door model. Be careful not to create a ‘mega-file’ of attachments: rigorously select the information that will be useful in reassuring the client.
The actual estimate
The document must contain the description of the doors and/or windows supplied (main elements), and the unit and overall prices for each size. The estimate must contain Italian words only: the name ‘anta-ribalta’ rather than the acronym ‘DK’, for example. If necessary, add a legend with the translation of any foreign words and/or acronyms. This part of the offer must clearly highlight the components that are mandatory by law (safety glass for door windows, for example).
When writing up the estimate, you must keep in mind these three key points:
- what the offer will contain that is unique;
- what the strong points of the offer are;
- what the weak points of the offer of the competitors are.
A suggestion? Let’s consider of “components” of the offer that we take for granted but that are not for some competitors: guarantee of replacement of defective parts (handles), statement of performance tests passed, “certified and accredited” Italian mother-tongue installers, products with CasaClima certification, etc…
Graphic layout of the estimate
The layout of the texts must be airy and pleasing, inviting. Headers must be well separated and the paragraphs composed of just a few lines, five or seven at the most, because short texts are easier to read. ‘Left margin alignment’ is advisable because it allows the eyes to follow the text more easily. Avoid pages that are too densely packed, like a brick, because they discourage reading.
The tone should be cordial and not bureaucratic. The start of the letter should avoid the usual salutations that put the reader off, such as “with reference to…”, “this is to inform you…”, “we are pleased to…”, etc…
Use active verbs, declined in the present tense, and stay away from the conditional. Use only a few adverbs and adjectives, and concentrate on underline what the client’s future life will be like with his/her new windows and doors.
Remember: the estimate is not a technical document but a sales tool. It should focus on the benefits for the client and not on the product’s characteristics
When preparing a customised estimate, list the answers given by the client to the questions put to him/her during the sale phase regarding:
- need for: comfort, shelter, self-defence;
- request for: convenience, durability, economic viability;
- wish for: security, prestige, functionality;
- focus on: environment, energy saving;
so as to remember them when writing up the estimate.
