What does a customer need before asking for a quote?

Listen to the first phone call

Take a fitted wardrobe enquiry. The customer may know the width of the alcove but have no idea whether the ceiling height matters, which finishes are available or whether you travel to their village. An empty message box leaves them guessing how much homework they have to do.

Think back to a few recent jobs you were pleased to win. Which questions did you ask every time? Which answers helped you decide whether a site visit was worthwhile? Those are good starting points for a conversation with your web designer.

Show what a useful enquiry looks like

For the wardrobe, a photo of the space, rough dimensions and a postcode might be enough to start. If precise measurements come later, say so. Someone who has mislaid the tape measure can still get in touch.

Tell people what happens after they press send. If you normally ring to discuss the job before arranging a visit, explain that beside the enquiry form. Only promise a reply by a particular time if the person picking up the enquiries can keep that promise.

Explain what changes the price

Two alcoves of the same width can lead to quite different quotes. One customer wants open shelves for books. Another wants fitted doors, deep drawers and a finish that matches the room. A photograph of each type of job, with a few words about what was involved, gives the customer a way to describe the version they have in mind.

Where a price depends on a visit, explain what you need to see. In an older house the walls may run out of square, or a socket may sit where the cabinet would go. A customer can understand why you want to look at the room once they know what you are looking for. That explanation is more helpful than a promise to provide a competitive price.

Make room for the person who is still deciding

Someone writing from work may have a picture on their phone and no measurements until they get home. Decide which details your team can pick up on a call. If a photo would help but you can start without one, make that clear in the invitation to enquire. The person who has already drawn a plan can still send it.

A useful test for a proposed enquiry form is to hand a sample response to the colleague who would call the customer. Can they open the conversation with a sensible question about the job? If they have to collect the postcode again, something is missing. If they never use half the answers, the customer could have spent that time telling you what they actually want built.