The Right Way to Handle a Customer Who Wants a Lower Price

You get the message. "Hi, we've had a couple of other quotes and yours is a bit higher than we were expecting. Is there any flexibility on the price?" Your stomach drops. Do you hold firm? Drop a bit to close it? Ask what the other quotes were?

Here's how to handle it properly — without underselling yourself and without losing the job unnecessarily.

First: Don't Panic and Don't Cave Immediately

The worst thing you can do is immediately knock 15% off your price without any pushback. It tells the customer your original price was inflated, it damages your credibility, and it trains them to haggle on every job. If your quote is fair, be confident in it.

Find Out What 'Cheaper' Actually Means

Ask them: "How far out are the other quotes?" and "Are they quoting the same scope of work?" This is important. Often what looks like a cheaper quote is actually a different job — no materials supply, lower-spec fittings, or no VAT quoted (meaning they'll add it on later). You're not being difficult. You're making sure you're comparing apples with apples.

Offer to Adjust the Spec, Not the Margin

If the customer genuinely needs to bring the price down, the right way to do it is to find parts of the spec you can remove or change. Different fixture spec. Phasing the work. Them supplying materials you'd have sourced. Reduce the job, not your margin. This is how professionals handle it — it's how any contractor would in a commercial setting.

• •"I could swap the boiler to an equivalent Worcester model which saves about £150 on materials."
• •"If you source the tiles yourself I can take the materials supply out of the quote."
• •"We could phase the bathroom refit — do the wet room this month and the bedroom en-suite in a few weeks."
• •"I could drop the magnetic filter from this quote if budget's tight, though I'd recommend it."

Make Your Value Clear

Why should they pay more for you? If you've got good reviews, say so. If you've done similar work locally you can show them, mention it. If you're registered with Gas Safe, NICEIC, or a relevant trade body, that's worth noting. You're not just selling a price — you're selling reliability, quality, and someone who'll be around if anything goes wrong.

Know When to Walk Away

Some customers are professional hagglers. They get three quotes, push all three down, then pick the cheapest remaining option anyway. You will not win these customers at a sensible margin. And even if you do, they'll be difficult on-site, pick holes in the finished work, and slow to pay. The ability to walk away from bad jobs is one of the most important business skills a tradesperson can develop.

What If They Accept Another Quote and Then Come Back?

It happens. The cheaper guy doesn't turn up, or does a poor job, and suddenly your phone rings three months later. Be professional about it — requote the work at your standard rate, no drama, no "told you so". Win them properly this time.