What Steps Should I Follow to Write and Send Estimates?

By Bill Stilwell · Last reviewed October 18, 2026

The short answer

A sales and estimate procedure turns a qualified lead into a signed, paid, scheduled job the same way every time. Learn what the customer needs, write down exactly what’s included and what isn’t, price it from your real costs and margin, get a second look if needed, send it, follow up on a set schedule, and close with acceptance, a deposit if you take one, and a date on the calendar. The estimate document itself is covered in 11.1.2 Estimate.

Why it matters

A deck builder who prices from memory forgets the permit fee and the haul-away, and loses money on the job. A painter who writes “paint living room” without listing the ceiling ends up in an argument about the ceiling. A written procedure protects your margin and your reputation.

22.4.1 Discovery

What it means: understand what the customer really needs.

How to do it: use a short list of questions for each service. Ask about the problem, the result they want, timing, budget range, and who decides. Visit or ask for photos when the job needs it. Write the answers in the lead record.

Common mistake: jumping to a price before you understand the job.

22.4.2 Scope

What it means: define the work and the exclusions.

How to do it: list what’s included, the materials, and what’s not included. Name anything that could cause a change in price, like hidden rot (see 11.1.4 Scope of Work and 11.1.5 Change Order).

Common mistake: leaving out exclusions. What you don’t write down, the customer may assume is included.

22.4.3 Pricing

What it means: calculate cost, margin, fees, and price.

How to do it: add labor, materials, equipment, permits, travel, and disposal (see 7.1.8 Direct Delivery Cost). Add your overhead share and target margin. Include payment fees if you pass them on, and show any taxes or fees clearly (see 11.3.2 Pricing Disclosures).

Common mistake: pricing to beat a competitor instead of pricing to make money.

22.4.4 Review

What it means: internal approval when required.

How to do it: set a rule, such as any estimate over a set dollar amount, any new service, or any discount gets a second look before it’s sent. In a one-person business, sleep on big ones and recheck the math.

Common mistake: no review on large jobs, where one math error costs the most.

22.4.5 Send

What it means: deliver the estimate or proposal.

How to do it: send it in writing with an expiration date, payment terms, and a simple way to accept. Log the date sent in your customer relationship management (CRM) system.

Common mistake: giving the price only by phone, so there’s no record of what was promised.

22.4.6 Follow up

What it means: check back on a set schedule with approved messages.

How to do it: set a follow-up plan, such as 2 days, 1 week, and before the estimate expires (see 16.7 Follow-Up Procedures). Ask if they have questions. Stop when they say no.

Common mistake: sending the estimate and never following up. Many people mean to say yes and just forget.

22.4.7 Close

What it means: get acceptance, payment, and a scheduled date.

How to do it: collect a signed acceptance or written approval, take the deposit if your terms require one (see 10.7.2 Deposits), put the job on the calendar, and send a confirmation. Move the job to 22.5 Scheduling and Delivery Procedure.

Common mistake: starting work on a verbal yes with no signed scope.

When to get help from a pro

An attorney should review your estimate and agreement templates, especially for change orders, deposits, and cancellations, since rules vary by state and by trade. A certified public accountant (CPA) or bookkeeper can check your pricing math. Questions to ask:

Does my estimate template protect me if the scope changes?
Are there state rules for estimates or deposits in my trade?
Is my pricing covering overhead and leaving a real profit?

Bill’s note

[Bill: add a short note. For example, how you scope SiteSmarty website projects so clients know exactly what they’re getting, or a job that went sideways because the exclusions weren’t written down.]

How I did this for SiteSmarty

[Date I did this:]
[What I actually did, step by step: my discovery questions, proposal template, and follow-up schedule for SiteSmarty]
[What it cost and how long it took:]
[What surprised me or what I’d do differently:]
[Screenshot or photo to add, with private info blurred: a proposal showing scope, exclusions, and acceptance]
[Result so far:]

Questions people ask

What should I ask before writing an estimate? What the problem is, what result they want, timing, budget range, and who makes the decision.

How do I price a job so I make money? Add every direct cost, your share of overhead, and a target margin. Don’t start from a competitor’s price.

How soon should I follow up? A common pattern is a couple of days after sending, a week later, and before it expires.

What counts as closing? A written acceptance, any required deposit, and a date on the calendar.

Audit check

Outline line	Question	Pass looks like	Fail looks like	Evidence to collect
22.4.1 Discovery	Are discovery questions asked and recorded?	Answers in lead record	Price given first	CRM notes
22.4.2 Scope	Does each estimate list inclusions and exclusions?	Both listed	Inclusions only	Estimate copy
22.4.3 Pricing	Is price built from costs and margin?	Cost sheet behind price	Guess or competitor match	Pricing sheet
22.4.4 Review	Are large or unusual estimates reviewed?	Review rule followed	No review	Approval note
22.4.5 Send	Are estimates sent in writing with terms and expiration?	Written, dated, logged	Phone only	Sent estimate and CRM date
22.4.6 Follow up	Is there a set follow-up schedule?	Follow-ups logged	None	CRM activity
22.4.7 Close	Is there signed acceptance, deposit, and a scheduled date?	All three	Verbal yes only	Signed estimate, payment, calendar

Where this fits

Do this first: 22.3 Lead Handling Procedure, 11.1.2 Estimate

Do this next: 22.5 Scheduling and Delivery Procedure

Sources

Google Business Profile Help, "Tips to improve your local ranking on Google" (checked October 18, 2026)

This page explains general rules and Bill's own experience. It is not legal, tax, or insurance advice. Talk to a qualified professional about your situation.