Don’t make your quote form a homework assignment.

Contact info, quantity, deadline, basic details, logo. Ask the rest afterward.

What it costs you

Nobody does homework for fun.

Somebody is ready to buy. They click “Get a Quote.”

Page one. Page two. Drop-down menus. A box that asks them to describe the whole project in detail.

Halfway through, the phone rings. The kids need a ride. The tab gets closed.

You never even knew they were there.

A quote you never get to send is a job you never get to win.

A real example

The florist’s wedding form

Two florists both take wedding requests online.

The first one’s form has 30 questions: color palette, every table, every bouquet, the venue’s loading dock hours.

A bride starts it on her lunch break, gets to question 11 and gives up.

The second florist asks five things: name, phone, the date, how many guests, and a photo of something she loves.

The florist calls her that afternoon. They talk for ten minutes. The rest of the details come out in the conversation.

The first florist built a form. The second one got the wedding.

Homework30questions, and a bride who quit at 11.

The basics5questions, and a phone call that afternoon.

Same bride. Same wedding. The second florist asked the rest afterward.

Why it happens

Why the form turns into homework

“I need all of it to give a price.”You need it for the final price. Not for the first call.

“It weeds out the tire kickers.”It weeds out the busy ones, too. That’s most of your customers.

“It saves me a phone call.”The phone call is where you win the job.

“That’s what the template came with.”Templates don’t sell. You do.

Get the basics. Then get them on the phone.

Do this instead

Ask for the basics. Get the rest on the call.

A quote form has one job: start the conversation. Ask for the few things you need to call them back with something useful. Then follow up fast, and keep following up until they say yes or no.

What to ask	Why it’s enough
Name, phone and email	So you can reach them today
How many	Quantity changes everything, so ask it up front
When they need it	The deadline tells you if you can even do it
A few basic details	One box, short answer, no essay
Their logo or a photo	Upload it if they have it. Skip it if they don’t.
Everything else	Ask on the call, once the conversation has started

Then call. Not next week. That same day, while they still remember filling it out. No answer? Try again in a few days, and bring something new: a photo of similar work, or a date that’s filling up. Silence is not a no. Follow up until they say no.

Do this today

Cost: $0Time: 15 minutes

1
Fill out your own quote form on your phone, and time it.
2
Cut every question you don’t need before the first call.
3
Make sure every new quote request gets a call the same day.
4
Call back anyone who asked for a quote this month and never gave you an answer.

A short form starts the conversation. The conversation gets the job.

From the book