In a stable market, quoting steel is fairly straightforward. You’ve got a handle on your costs, your competitors, and your margins. But let’s face it—those “stable” periods are rare. More often, you’re quoting in a market that’s moving fast, reacting to global events, raw material shortages, or sudden demand spikes. And in those moments, quoting gets tricky.
So how do you quote steel with confidence when the market’s in flux? The answer lies in preparation, precision, and proactive communication.
Understand the Forces Behind the Fluctuation
Before you can quote smartly, you have to understand why the market is moving. Is it mill outages? A surge in construction demand? Tariff changes? Supply chain bottlenecks?
Knowing the driver behind the price movement helps you:
Anticipate how long it might last
Choose suppliers more strategically
Justify pricing to customers
You’re not just quoting a number—you’re telling a story about what’s behind that number.
Monitor Lead Times as Closely as Price
In a volatile market, price is only part of the equation. Lead times become just as important. That $50 savings per ton doesn’t help your customer if the steel shows up three weeks late.
Always pair your quote with realistic availability info. It builds credibility and helps the customer make a smarter total decision—not just a cheaper one.
Keep Internal Costs Updated Daily
When the market moves quickly, yesterday’s input cost may already be outdated. Make it a habit to:
Check with procurement on current mill pricing
Review freight adjustments or fuel surcharges
Update quotes if delays cause cost shifts
This ensures you’re not unknowingly quoting below your floor or missing out on margin you could preserve.
Don’t Lock Yourself Into Rigid Terms
In flux-heavy markets, flexibility is key. If you offer firm pricing, be clear on how long it’s valid. If possible, include language in your quotes like:
“Subject to confirmation at time of order”
“Based on current market pricing; subject to change if order is delayed”
This protects you while maintaining transparency.
Use Data to Guide Your Strategy
Your ERP and CRM systems are full of gold—use them.
Look at historical buying cycles for the customer
Review how past quotes performed in similar conditions
Check conversion rates when markets were rising or falling
This data gives you confidence on when to push, when to hold, and how to tailor your message.
Communicate What You’re Seeing
Don’t just email a price. Explain what’s happening in the market—and how you’re working to protect your customer’s interests.
Example: “We’re seeing mill allocations tighten due to increased demand, which is pushing lead times and pricing. We’ve secured material at X, and can hold this quote for 48 hours.”
That kind of context builds trust, shows proactivity, and frames you as a knowledgeable partner—not just another vendor.
Offer Options
When prices are moving fast, customers appreciate choices:
“I can get this at $X with a 6-week lead, or $X+20 with 2-week delivery.”
“We can lock in pricing now, or watch the trend and aim for next month—what’s more important for your project?”
You shift from order-taker to problem-solver, which helps you win even if you’re not the lowest quote.
Set Expectations Clearly
A confident quote isn’t just accurate—it’s clear.
Define what’s included (freight, processing, handling)
Note what could change (pricing, lead time, spec availability)
Set next steps and decision timelines
This avoids confusion, builds professionalism, and saves time on the back end.
Follow Up Fast
In a market that’s moving, urgency matters. Don’t quote and wait. Quote and follow up.
“Wanted to check if you had any questions about the quote—lead times are shifting quickly, so just let me know how you’d like to proceed.”
That urgency shows awareness of the market and keeps the conversation moving.
Final Thought: Confidence Comes From Preparation
Quoting in a volatile steel market isn’t about having a crystal ball. It’s about being informed, responsive, and trustworthy.
Reps who take time to understand the market, update their numbers, and communicate clearly will always outperform those who quote on autopilot.
So the next time prices shift overnight or mills go dark for maintenance, don’t panic. Quote with confidence—because your value isn’t just in the price you offer, but in the clarity, speed, and strategy you bring to every deal.
