I too go line by line explaining every word in my estimate both with words and pictures.
Trekr... when someone says to me...
"Xyz said they could do it for $1234"
I say "Really? Can I see their estimate?"
If they say "We didn't get one."
I then say "Well then all you have is an empty promise."
I love it when I sell against guys who don't give written proposals... and if the proposal is HAND written... I say stuff like "What's that word? Oh, Oh I see now." Poking fun at their hand writing since I type my proposals and print my proposals with the customer right infront of me.
If the estimate is on the back of the card, I ask the customer: "Do you really know what you are getting for that price? After all they could be doing just a layover, in which case you are paying too much. Wouldn't you prefer to have it all in writing so there is always a refrence if you have a question or problem?"
Trust me if I thought I could sell more jobs without a written estimate I wouldn't waste my time writing one. I totally would prefer to walk in say "$5,000 when can I start?" but I'd be on welfare real quick. It might work for you, and if it does, maybe I need to take lessons... I just do what works for me.