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Approaches for dealing with a non VAT registered client
I am a little confused with the way you have worded this.
They aren't exempt from paying VAT on services, they've just misread your quote, or your formatting of it (in a footer?) was so bad, it misled them.
Whenever I quote, I write it as £X +VAT so there is no confusion.
Either way, someone is swallowing 20%. You don't need to "add a 20% surcharge". Either they accept the real intended price plus vat, or you accept the cut.
I've had the conversation & they're going to meet me halfway. I'm going to reduce my quote by 10% and they'll pay the 20% VAT.
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