How often have you sent out a detailed quote… and heard nothing back?
It’s a familiar frustration in B2B sales. The customer seemed engaged. They asked for pricing. You responded quickly, professionally, thoroughly. And then: silence.
The mistake? Believing that the request for a quote means the opportunity is real. Often, it’s not. Customers collect options. Procurement needs three bids. Internal needs change. And sometimes, the quote was requested out of routine – not as a step toward commitment.
That’s why what happens before the quote often determines whether the opportunity advances – or disappears.
The Risk of Quoting Too Early
Submitting a quote can feel like progress. But when you haven’t fully understood the situation, it can actually hurt you:
- You scope the wrong problem
- You miss key stakeholders
- You set expectations without context
- You tie pricing to assumptions, not value
After the quote is sent, it becomes harder to steer the conversation. Better to pause and ask the right questions first.
What to Ask Before You Quote
Explore these areas before preparing a quote:
- Decision process: Who’s involved, and how will the decision be made?
- Business context: Why is this initiative happening now?
- Alternatives: What other options are being considered – including doing nothing?
- Success definition: What does a successful outcome look like for the customer?
These questions don’t just surface useful data. They signal to the customer that you’re here to understand – not just to sell.
Why It Builds Trust
Asking before quoting shows confidence and professionalism. It positions you as a partner, not a vendor. And in many cases, it separates you from competitors who respond without understanding.
- You show respect for the customer’s complexity
- You demonstrate long-term thinking
- You reduce risk of misalignment later on
This approach builds trust precisely because it slows things down for the right reasons.
Don’t Just Ask – Translate
Take what you’ve learned and use it. Frame your quote in their language. Highlight the outcomes they care about. And make it clear that this isn’t a document – it’s part of a shared decision process.
Conclusion
Strong sales conversations begin before the quote is written. When you lead with questions, listen carefully, and build trust early, you don’t just send better quotes – you create better opportunities.
Still quoting without knowing what’s really going on?
If your team keeps sending proposals that go nowhere, it’s time to slow down – strategically. Cascada equips reps to ask the right questions before quoting, uncover the real buying context, and build trust through insight, not assumption.
