When a client compares several quotes and the cheapest isn't yours, the instinctive reaction is to lower the price so as not to lose the job. But often the best response is to explain well what lies behind the price, not simply to reduce it.
Ask what exactly the cheaper offer includes
Before matching a lower price, it's worth asking (or asking yourself) what that offer really includes: does it have the same materials, the same guarantee, waste management, public liability insurance? Many cheap offers are cheap because they omit items that your own quote does include.
Communicate the value, not just the price
Explaining to the client what sets your work apart (experience, written guarantee, materials of a specific grade, insurance, realistic timescales) helps justify the price difference objectively, instead of letting the client compare bare figures without context.
When it does make sense to adjust
If after reviewing the comparison you find your own quote includes plenty of margin or items that aren't essential for that particular client, it may make sense to adjust the scope (not necessarily the unit price) to get closer to what the client really needs.
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