The scenario is familiar to many skilled trades businesses: A precisely calculated quote is sent – and then there's silence. The fear of appearing annoying or pushy to the customer is often great in such moments. But it's precisely for this reason that many valuable jobs are lost.
You're not alone with this problem: Up to 60 percent of sent quotes remain unanswered. This is usually not due to the price, but simply because no one follows up and offers the customer decision support.
Following Up is Service, Not Pushiness
The thought that you might be annoying the customer is understandable, but unfounded. Rather, view following up as a service. Imagine you yourself have a packed schedule. A retrieved quote lands in your email inbox and quickly gets forgotten in the daily grind between family and work. For your customer, the quote is, in doubt, just one item among many on a long to-do list.
When you follow up, you offer real added value. You kindly remind them, offer concrete help, and clarify any open questions. This approach is rarely perceived by customers as annoying, but rather as a sign of your reliability and commitment.
At its core, it's about helping the customer with their decision. Perhaps they overlooked the quote, simply forgot it, or there's still a small uncertainty they didn't want to express immediately. Your follow-up is the perfect opportunity to find out exactly that.
The Right Tone: How to Phrase Appropriately
The key to not appearing pushy lies in the phrasing. Stay friendly, specific, and always offer a clear next step. Avoid hackneyed phrases like "I just wanted to follow up..." or "Did you receive my quote?". These are too vague and shift the burden of conversation onto the customer.
Instead, offer help or refer to a specific detail of the quote. Here are examples that work well in the daily trades business:
"Good day Mr. [Name], a few days ago I sent you the quote for the bathroom renovation. Did the document reach you well? I wanted to check if you have any open questions that I can answer. If the timeframe works, we could start the work in calendar week X."
Or, if you want to be a bit more specific:
"Hello Mr. [Name], I refer to our quote for the new patio roof from [Date]. I have just re-checked the dimensions and see that we might be able to get another 10 cm in width without affecting the statics. Would you have a moment for me to explain this to you by phone?"
The focus should always be on the customer and their solutions, not primarily on closing the deal.
Your Schedule: When and How Often You Should Follow Up
The right timing and frequency are crucial. Too early or too often seems pushy, too late lets opportunities slip away. This process has proven effective:
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First Contact (3 to 5 business days after sending): This is the optimal time for a first check-in. The customer has probably received your quote and briefly skimmed it, but has not yet made a decision. A friendly email or a quick phone call is ideal here.
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Second Contact (Around 7 days after the first contact): If there's no initial response, it's time for a second attempt. Here, you can choose a phrasing that addresses a detail of the quote or highlights a specific benefit to initiate a conversation.
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Third Contact (Around 14 days after the second contact): If there's still no reaction, you can send a so-called "break-up email." This signals to the customer that you no longer consider the quote relevant. This often provides a final incentive to respond, as no one likes to miss an opportunity.
"Good day Mr. [Name], several weeks ago I sent you a quote for your project. Since I haven't heard from you, I assume your plans have changed. Please let me know briefly so I can close the case. If it's a good fit later on, feel free to get in touch again."
Note: More than two to three follow-up attempts are usually not effective in the trades. While studies show that complex sales often require multiple contacts, the trades usually involve quicker decisions.
Email or Phone? The Media Mix Does It
Which channel is best? Often, it's a combination of both. Each method has its strengths:
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Email: Ideal for re-attaching the quote, sending additional information, or asking a question that the customer can answer at their leisure. It also serves as documentation.
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Phone: Unbeatable for direct dialogue and immediately clarifying objections. A good time for calls with private customers is often late afternoon (4-5 PM).
A good approach is to send the first follow-up by email and then, if there's no response, follow up by phone.
How to Organize Your Follow-Ups
The most important thing when following up is consistency. A clear process helps you not to forget any quotes and to maintain an overview. For example, you can block out fixed times in your calendar to go through your open quotes.
It gets even easier with modern solutions like quidly. The app is designed for exactly this: It automatically reminds you of due follow-up appointments and helps you send structured messages. This way, you keep all quotes in view and don't miss any opportunities for a job, without having to burden your mind with sticky notes.
If the Customer Still Cancels or Stays Silent
Even if you do everything right, not every job will be awarded. That's normal.
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No Reaction: After the third contact attempt (the "break-up email"), you should close the process and file the case.
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Cancellation: Kindly ask for the reason. "Thank you for your feedback. May I ask what the reason for your decision was? This helps me to better adapt my quotes in the future." You often receive valuable feedback for future projects this way.
Always remain positive, even with a cancellation. Following up is one of the easiest ways to increase your conversion rate in the long term.
Note: This article is not legal advice. If in doubt, your Chamber of Skilled Crafts or a specialized lawyer can help.