# 14.5, How to explain your price when they've had a cheaper quote
When someone says, "We've had a cheaper quote," your job isn't to panic or knock your price down. Your job is to calmly explain what they're getting for the money and let them choose like an adult.
How trades actually handle "you're more expensive"
Good trades don't argue about the other quote, and they don't go straight to discounting. They do three things:
Stay calm and curious They ask a simple question like:
"No problem – can I ask what the other quote includes, so I can check we're comparing the same thing?"
This stops it being a fight and turns it into a fact\u2011finding chat.
Check the scope and spec Often the cheap quote:
- Doesn't include waste removal or making good
- Uses cheaper materials
- Has no written guarantee or payment schedule
- Has much looser scope ("make good as necessary")
Your aim is to show those differences without slagging anyone off.
Re\u2011anchor on outcomes, not just price Sales research is clear: the best way to handle price objections is to reinforce the value and outcome before you talk about pounds.
So you bring it back to: safety, lifespan, hassle, guarantees, and who they call if it goes wrong.
How to justify a higher price (without getting defensive)
Here's a simple, three\u2011step way to explain yourself that works across trades:
1. Acknowledge, don't argue
"I get it, it's a lot of money and you should be comparing quotes."
That takes the heat out instantly.
2. Explain what's different about your quote
Pick 2–4 concrete things. For example:
Materials spec: "I've priced this with [brand] fittings and [type] boards, not the cheapest stuff, so it lasts."
Scope: "My price includes taking all the waste away and making good, so you're not left with rubble and bare patches."
Protection: "I'm including a written guarantee, I'm fully insured, and my quote spells out what happens if something fails."
Compliance / safety: "This includes testing, certification and notifying Building Control where needed – not everyone factors that in."
Consumer research shows most people care a lot about trust, clear paperwork and proper vetting, not just the number. You're making that visible.
3. Leave the decision with them (no begging)
End with something like:
"If price is the only thing that matters, I probably won't be the cheapest. If you want it done once, properly, and with someone who'll still answer the phone in a year, this is the figure I need to do that."
You're not pleading. You're stating your position and letting them choose.
What NOT to say when they mention a cheaper quote
A few traps that make you look weak or dodgy:
Don't bad\u2011mouth the other tradesperson "They must be cowboys" makes you sound insecure. If the other quote really is too low, you can say:
"That's a sharp price. Just make sure it includes [X, Y, Z] so you're not stung with extras later."
Don't instantly offer a discount If the first thing you say is "I can knock \u00a3200 off," you just told them your original price was made up. Sales research is clear: immediate discounting undermines trust and cuts your profit far more than you realise.
Don't apologise for your price "Sorry, I know it's a lot" plants doubt. You can be empathetic without apologising:
"I know it's a big spend. This is what it costs to do it properly with the spec we've discussed."
Don't get dragged into a race to the bottom "What did they quote? I'll match it." No. If their number is too low to do the job right, let it go. You'd rather lose the job than win it and do it for peanuts.
Don't agree to "just do it cheaper somehow" If they want a lower price, they should accept a lower spec or smaller scope. You can say:
"If we need to reduce the price, we'll need to adjust the spec or scope. For example, we could [cheaper option], but I wouldn't do the same job for less."
Industry\u2011specific tips
The basics are the same, but some trades can lean on different levers.
Plumbers / heating engineers
Lean on safety and compliance Boiler installs, unvented cylinders, gas work – customers know this is serious.
"My price includes proper commissioning, paperwork, and I'm Gas Safe registered. Cheaper quotes sometimes skip parts of that process."
Highlight aftercare
"I include a first\u2011year check/servicing reminder and a clear process if anything leaks or fails."
Avoid: "The other guy's probably not qualified" (unless you know it's true). Stick to what you do.
Electricians
Emphasise testing and certification Consumer trust research shows people are wary of "cheap sparks", especially around safety.
"My price includes full testing, an EIC/EICR, and notifying Building Control if required. That takes time and kit."
Talk about disruption and making good
"I've allowed time to lift floors carefully, minimise mess, and make good where we chase walls."
Builders / general builders
Scope and project management
"My quote includes managing trades, building control visits, waste, and keeping the job moving. Some cheaper quotes are literally just labour with you organising everything."
Programme and risk
"I've allowed realistic time so we're not rushing. A rushed job often ends up more expensive in the long run."
Decorators / finish trades
Prep and durability
"I've priced to do the prep properly and use decent paints. That's why my jobs still look good after a few years."
Protecting fixtures and furnishings
"I include masking and protection for floors and furniture. That time is in the quote."
A simple script you can adapt
When they say: "We've had a cheaper quote," you can run this:
- "That's fine, you should always compare a couple of quotes."
- "Do you know what theirs includes? Things like waste, making good, and any guarantees?"
- "Just so you know what my price covers: [2–4 key points – materials, scope, waste, guarantees, compliance]."
- "If price is the only thing you're choosing on, I might not be the best fit. If you want it done once, properly, and with someone who'll still answer the phone, this is what it costs for me to do that."
That's you explaining your price like a professional, not haggling like a market stall.
What to do next
- Read: 14.4 – Why you should never be the cheapest quote (the bigger picture on pricing position)
- Read: 14.2 – How to price your first job without underselling yourself (make sure your rate is solid before you defend it)
- Read: S16 – Writing your first quote (clear quotes make the value conversation much easier)
- Download: Payment schedule and deposit terms template (professional paperwork backs up a professional price)
- Write one standard reply for cheap\u2011quote conversations and keep it in your notes app so you're not making it up on the spot.
Sources (UK)
- Checkatrade "State of Trust in Trades" report – consumer trust data; most common complaints about tradespeople; importance of written quotes and vetting.
- Gong.io / sales objection research – effectiveness of acknowledging objections vs immediate discounting.
- IronmongeryDirect / Electrical Direct Trades Survey 2025 – day\u2011rate ranges and payment issue data for UK trades.
- ONS Annual Survey of Hours and Earnings (ASHE) – earnings data for construction and building trades.
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