a plumber in bradford told me why my quotes kept losing. it had nothing to do with the price.
been running a small renovation company in west yorkshire for about two and a half years. three-man crew. we do kitchens, bathrooms, some extensions. decent work, nothing flashy. close rate on quotes was hovering around 22 percent which felt low but i didnt know what good looked like.
met a plumber named dean at a builders merchant in shipley. he's been solo for nineteen years. asked him what his close rate was. he said about 65 percent. i asked how. he said "i stopped emailing quotes and started delivering them in person."
i thought he was joking. he wasnt.
he drives to the customers house, sits at their kitchen table, walks through the quote line by line, and answers questions on the spot. takes about twenty minutes. he said the close rate went from "about where yours is" to 65 in the first three months after he made the switch.
his logic was simple. an emailed quote gets compared on price because price is the only thing you can compare in a PDF. a quote delivered in person gets compared on trust because the person is sitting across from you and they can see you know what youre talking about. "they're not buying the quote. they're buying whether they'd be comfortable with me in their house for three weeks."
tried it for two months. drove to every quote. sat at the table. walked through it. our close rate went from 22 to 41 percent. the jobs we won were bigger because the conversation naturally surfaced things the customer wanted but hadnt mentioned in the initial brief.
its slower. costs petrol and time. but the maths works out dramatically in favour of showing up.
dean charges more than me and wins more than me. the difference isnt his plumbing. its his presence.