You invest a lot of time in your quotes. First the measurement, then the extensive consultation, finally the exact calculation – a few hours can quickly disappear. You press „Send“ and then? Radio silence.
This doesn't just cost nerves, but real money. Every unanswered quote is a lost opportunity and a pure waste of your valuable working time. In rare cases, it's because the customer finds your quote bad or has consciously decided against it. Often, they are simply caught up in daily stress, your email has slipped down their inbox, or they simply need some more time to think.
Why Following Up in the Trades is Worth Gold
Imagine you've created a quote for a large order. You've considered everything and calculated meticulously. If the customer doesn't respond and you let the matter rest, those hours are lost unpaid.
The problem: If you don't follow up now, the competition will take over. According to a study, about 60 % of quotes go unanswered, simply because no one asks. That's a huge number! Only about 10 percent of all B2B quotes actually become orders without active follow-up. With a simple call or a short email after a few days, you can recover many of these orders. To work profitably, your order conversion rate should ultimately consistently be above the 50 percent mark.
Following up is therefore not a bothersome evil and has nothing to do with „being pushy“. It's a necessary step in the sales process and simply good customer service. You show: I am reliable, I care, and I really want to implement this project.
Perfect Timing: The 3-7-14 Rule
When is the best time to remind someone? Without a clear system, follow-ups are often put off. A method that has proven extremely effective in the trades is the 3-7-14 rule. It takes the guesswork out and provides a clear schedule.
Day 3: The First, Friendly Reminder
This first contact is crucial. If you wait too long here, the probability of a response drops rapidly. A follow-up email after exactly three days achieves a whopping 31 % higher response rate than the original message. If, on the other hand, you wait five or more days, the probability of a reaction even drops 24 % below the initial value.
The point now is simply to ensure your quote doesn't get lost in the flood of other emails. A quick call or a friendly email is perfectly sufficient. Just ask if the quote was received and offer quick clarification if any initial questions have arisen.
Tip for your email:
„Hello [Name],
I just wanted to quickly ensure that our quote for [Project] has reached you. Have you already looked at it, or have any initial questions come up?
I'm happy to assist you.
Best regards, [Your Name]“
Day 7: Provide Value and Answer Questions
If no response has come after a week, it's time to add more depth to the matter. Another standard email will do little now – pick up the phone. A phone call builds a much more personal connection.
At this point, it's about giving the customer an additional reason to engage with your quote. Offer real value. For example, mention a similar reference project, point out current funding programs, or suggest a small adjustment that saves costs.
Tip for your call/email:
„Hello [Name],
I'm contacting you again regarding our quote for [Project]. Often, questions come up during review, or one wonders if another option might be a better fit.
Is there anything we should discuss again? Or perhaps you'd like to learn more about [specific technology/material] that we proposed for your project? I have a similar project in mind that might interest you.“
Day 14: The Final Push or Close
After two weeks, it's time for a clear statement. If no reaction has come by then, it's unlikely that anything will happen on its own. Be polite, but firm.
Ask directly for the status and set – very kindly – a deadline. This creates healthy pressure to act and helps you keep your pipeline clean.
Tip for the final email:
„Hello [Name],
I'm contacting you one last time regarding our quote for [Project] from [Date of Quote].
Since we haven't received any feedback from you, I wanted to ask what you have decided. Does the proposal work for you? If not, please let me know so I can adjust our quote accordingly. I'm happy to answer any remaining open questions.
If I don't hear from you by [Date in 2-3 Days], I will assume that the project is not currently relevant for you. The quote will then lose its validity so I can reliably plan my capacities. However, I will of course be happy to assist you again with future projects.“
How to Make Following Up Even Easier
Following up becomes much easier if you adjust some fundamental things in your daily work:
- Announce it: Tell the customer already during the quote handover when you will get in touch. This sets expectations and makes the follow-up seem like a logical step.
- Prequalify: Not every quote is the same. Ask at the beginning about the exact customer wish, urgency, price range, and whether the project is even ready for discussion. This way, you won't waste time on quotes that don't fit from the start.
- Show personality: Pick up the phone more often! Phone calls are often more effective than emails, especially when it comes to clarifying objections or securing the order. 80 % of sales are only made after the fifth contact – but most self-employed individuals give up after the first attempt.
- Have a system: Keep track! Sticky notes and Excel spreadsheets are extremely error-prone. Digital tools help you see the status of each quote and automatically remind you to follow up. A quoting system like quidly can, for example, take this cadence off your hands and tell you when to follow up.
If the Customer Still Doesn't Respond
Sometimes even the best strategy doesn't help. Then it's important to close the process and not invest your time unnecessarily further. At the latest after three unsuccessful attempts, you should archive the quote. This doesn't mean the customer is lost forever. Perhaps their need has simply shifted, and they will contact you later. The door remains open, but your mind is free again for new projects.
Professional follow-up is not witchcraft, but solid craftsmanship. It's a skill you can learn and perfect. With the 3-7-14 rule and an intelligent system, you will close significantly more quotes and secure valuable orders for your business.
Note: This article is not legal advice. In case of doubt, your Chamber of Crafts can help.