A quotation is a specification, not a price
Two quotes for the same sign can differ by 40 percent and both be honest — because they describe different signs. The only way to compare them is to force each one to state the same twelve lines. If a supplier will not put them in writing, that is the first piece of information you have.
The twelve lines that make quotes comparable
| Line | What to look for |
|---|---|
| Face material and thickness | Acrylic grade and mm, or flex face specification |
| Return material and gauge | Aluminium, 304 or 316 stainless, and the thickness |
| LED module and count | Module type, modules per letter, whether one batch |
| Driver | Brand, wattage, IP rating, and loading percentage |
| Illumination type | Front lit, halo, edge lit or non-illuminated |
| Colour temperature and CRI | A number in Kelvin, not “warm white” |
| Fixing method | Raceway, flush, standoff or remote driver |
| Packing | Carton or crate, numbering, templates included? |
| Trade term | EXW, FOB, CIF or DDP — and the destination |
| Lead time | Days from proof approval, not from deposit |
| Warranty | Years, what is covered, what is excluded |
| Inspection point | Whether you inspect before the balance payment |
Read the trade term first
An EXW price excludes freight, insurance, duty and clearance. A DDP price includes them. Comparing one to the other is the most common purchasing error we see, and it usually makes the wrong supplier look cheaper. Incoterms sets out who pays what under each term; ask every supplier for DDP as well as EXW so both numbers exist.
Our shipping and trade terms page lists the responsibility split we use, and it is the same table we attach to quotes.
Check what the warranty actually covers
A three-year warranty on modules and drivers is normal. Water ingress from badly sealed site work is usually excluded, and so is damage in transit unless you inspected and documented it. Ask for the exclusions in writing; a warranty with silent exclusions is a marketing line rather than a term.
Where cheap quotes hide the difference
Thinner acrylic, a cheaper driver running near its limit, fewer modules per letter, no light test, cartons instead of a crate, and no template. Each saves a little and costs something later. On custom signs wholesale pricing tiers the tier is legitimate; the specification is where the money is really moved.
Volume, standardisation and repeat orders
Factories price on volume, on how standard the specification is, and on whether the order repeats. A run of identical letters is cheaper per letter than the same count of different ones because setup is shared. If you are buying for a rollout, ask for front lit channel letters bulk orders pricing against your annual forecast rather than a single order.
Compare two quotes in fifteen minutes
- Put the trade term beside the total. EXW, FOB and DDP are different products from a cash-flow perspective.
- Compare material thickness and grade before comparing the price per letter.
- Check module count, driver loading and whether the LEDs come from one batch.
- Confirm whether templates, mounting drawings and packing are included.
- Put the lead time against the same approval milestone for every supplier.
- Read the warranty exclusions, especially water ingress and transit damage.
If any of those six lines is missing, ask for a revised quote. A supplier who can answer clearly is easier to manage through production and shipping.
What a good drawing package contains
An approved drawing should show dimensions, letter spacing, face and return materials, illumination type, fixing method, electrical entry and the driver location. For a multi-sign order, each unit needs its own drawing number so the factory, the freight forwarder and the installer refer to the same item.
Review the drawing before approving the deposit. Changes after fabrication are expensive because they affect the letter shells, faces, wiring and packing at the same time.
Commercial terms to clarify
Ask who pays for export packing, local delivery, unloading, duty and installation. Ask what happens if a carton is damaged in transit and what evidence is needed for a claim. Confirm whether spare modules and one spare driver are included, because matching replacements later is easier when they come from the same batch.
The shipping and trade terms page gives a practical responsibility split that can be attached to the purchase order.
Red flags that deserve a follow-up
- A price with no material or module specification.
- A warranty that never states what is excluded.
- A lead time measured from deposit instead of drawing approval.
- No pre-shipment inspection or no photos before packing.
- A request to pay the full balance before any production evidence is available.
None of these proves a supplier is unsuitable, but each one should be resolved in writing. For a larger rollout, use the same comparison sheet described in the custom signage quote guide.
Frequently asked questions
Should I always choose the lowest quote?
Only after the twelve lines match. If the specification is identical and the trade term is identical, the lowest is usually the right answer. If they differ, the comparison has not started yet.
What deposit is normal?
Thirty percent on a first order is common, with the balance against a pre-shipment inspection. Larger first orders sometimes use a letter of credit instead.
How do I know the sample matches production?
Approve a dimensioned drawing plus a photo of the first finished letter, and require the same photo at 50 percent and at packing. That is a quality control routine, not a favour.
Use the same sheet for every supplier
Send the twelve lines to each supplier and ask them to complete them on the quotation. The replies will sort themselves. For OEM and private label work, add the branding, packaging and NDA lines from our signage factory direct process, and for metal signage add the finish and gauge under custom metal signs for business projects.