Asking for a deposit before starting a job is not distrust of the client: it is a standard practice that protects the professional from advancing material with no guarantee that the project will go ahead.
Why it's reasonable to ask for a deposit
Many jobs require buying material in advance, sometimes as a specific order that can't easily be returned. Without a deposit, the professional bears that financial risk alone if the client cancels the project after the material has been bought.
Usual percentage by type of project
As a market reference, on smaller jobs it's usual to ask for between 20% and 30% as a deposit, while on large projects with significant material purchases (made-to-measure kitchens, special joinery) the deposit can rise to 40-50%, sometimes with additional interim payments according to progress.
How to put it without upsetting the client
Presenting it as a standard condition of the quote, the same for all clients, instead of negotiating it case by case, avoids it being seen as personal lack of trust. Setting it out clearly in writing in the quote itself normalises the practice from the first contact.
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