Following up on unanswered quotes: sequences that convert

The five-step sequence

Messages that move things forward

D+2: "Hello Karim, I wanted to make sure the proposal reached you. If anything needs clarifying, I can call you for 10 minutes this week."

D+30: "Not having heard back, I understand the project isn't a priority right now. I'll close the file; feel free to get back to me when the topic comes up again." This closing message often gets a reply.

Understanding the silence

• The decision-maker hasn't seen the quote: ask who else needs to approve it.
• The price is a concern: offer a smaller scope rather than a discount.
• The timing is wrong: set a date to pick it up again.
• A competitor is in the running: restate what sets you apart, with proof.

Automate without dehumanising

A CRM automatically creates reminders at each step and suggests message templates. The salesperson personalises the first sentence and chooses the channel. With Elafy, follow-ups can also go out via WhatsApp.

Preparing the quote to limit silence

Some silences can be prevented when the quote is sent. A quote left unanswered is often one sent too early or without a next step. Four precautions:

• Present the quote in a conversation, by phone or video, rather than by email alone.
• Agree with the client on the decision date and who approves.
• Summarise on one page the problem, the proposed solution and the expected result.
• Offer two or three scope options to avoid a binary yes or no.

Choosing the follow-up channel

Answering common objections

• "It's too expensive." Restate the expected result and its measurable impact, then offer a reduced scope rather than a discount.
• "It's not the right time." Ask what needs to happen for it to be, and set a date to resume.
• "We need to discuss it internally." Offer to present the proposal yourself to the other decision-makers.
• "We have another offer." Ask which criteria they will use to choose and bring proof on each.

To defend your prices, see also our guide on value-based pricing.

Measuring follow-up effectiveness

Track three indicators in the CRM: the share of quotes signed, the average time between sending and signing, and the step in the sequence at which clients reply. If most replies come at the closing message, your earlier follow-ups lack new information. If signatures come late, the decision date was not set when the quote was sent. These figures guide adjustments quarter after quarter.

Example of impact

A services SME sends around forty quotes a month and signs about a quarter of them. Follow-ups depend on each salesperson: some follow up once, others never. After setting up the five-step sequence in the CRM, with customisable templates, the signing rate rises and the average decision time shortens. The gain comes mostly from quotes that would have been forgotten: the day-14 follow-up with a case study and the day-30 closing message recover some of the dormant deals.

When to stop following up

After the closing message, stop the sequence. Insisting further damages the relationship and the company's image. Mark the quote as lost in the CRM, with the reason if known, and set a reminder for three or six months. A prospect who was not ready may become ready: a useful message at the right time, such as a new article or a case study from their sector, often reopens the conversation.

Training the sales team

The sequence only works if the whole team applies it. Present it in a meeting, share the message templates and review pending quotes once a month. Our business development support includes configuring follow-ups in the CRM and training the teams.

Frequently asked questions