A quote follow-up is a short message you send after a quote to check whether the customer has any questions. It works best two to three working days after the quote, then once or twice more over the next two weeks. Each message should make the decision easier. Asking whether they've decided yet doesn't.
A quote often dies in silence. The customer opens it, puts it aside for later, then a busy week comes along and the quote slides to the second page of the inbox. Nobody follows up. A month later the customer buys from someone who did.
Why businesses often don't follow up a second time
Because it's awkward. Because it feels like bothering the customer. And because nobody writes down who got a quote and when.
A Harvard Business Review study (2011) of 2,241 US companies found that 23% never replied to an online enquiry at all. It only measured the first reply to an enquiry. Even so, it shows how easily a customer is left without an answer.
When to follow up
The rhythm below is a good starting point for most quotes that aren't a large project:
| When | What you send | Purpose |
|---|---|---|
| Day 0 | The quote | A clear number and one next step |
| Day 2 or 3 | First follow-up | Check it arrived and whether anything is unclear |
| Day 7 | Second follow-up | Add something new: a free slot, an answer to a common question |
| Day 14 | Last message | Expiry date and a polite close |
For a large order with several decision-makers, the rhythm is slower. For an urgent service, like a repair, it's faster: the first follow-up can go out the next day.
What to write: example messages
A good follow-up is short, personal and gives the customer something. Three examples:
First follow-up (day 2 or 3)
Hello Mrs Novak. On Tuesday I sent you a quote for replacing your windows. Just checking it arrived and whether there's anything I can explain. Best regards, Marko
Second follow-up (day 7)
Hello. Customers replacing windows often ask how long fitting takes. For you it would be one day, without major work on the walls. We still have two free slots at the end of the month if that suits you. Best regards, Marko
Last message (day 14)
Hello. The window quote is valid until Friday. If you're not deciding right now, I completely understand, just let me know and I won't bother you again. Best regards, Marko
Notice: none of them asks "have you decided yet?". Each brings something that helps: a confirmation, new information, a deadline.
What not to do
- Don't send the same message three times. If the second message brings nothing new, don't send it.
- Don't push with invented deadlines. "Today only" on a window quote doesn't sound serious. A real expiry date is fine.
- Don't write an essay. Three sentences are enough. The customer already has the quote.
- Don't vanish after the third attempt without a word. A last message that closes the conversation politely gives the customer an easy way out, and even "no, thanks" is an answer that tells you where you stand.
What if the customer says "too expensive"
That's actually a good sign. The customer is replying, which means the conversation is still alive. Before offering a discount, ask what they're comparing with:
Thanks for getting back to me. Could you tell me which quote you're comparing with? Sometimes the difference is in the materials or in what's included, and I'm happy to put together a line-by-line comparison.
It often turns out the other quote doesn't include fitting, removal or a warranty. If the difference really is the price, decide deliberately: either there's a smaller version of the service you can offer, or you let the job go. Both beat silence.
How to automate it without sounding like a robot
Follow-ups are ideal for automation because the rule is simple: if there's no reply by day X, send message Y. The only problem is that automated messages often sound automated.
Three conditions to avoid that:
- The message includes details from the quote: the customer's name, what they asked for, the date it was sent.
- It's written in your tone, with your signature, not on behalf of "the team".
- It stops by itself when the customer replies, even if they reply on another channel or call.
A system like that is part of what we build for instant replies to enquiries. If you're curious how the speed of the first reply shows up in the numbers, read our piece on speed-to-lead research.
How to check where you are today
Take the quotes you sent in the last three months and count:
- how many got at least one follow-up,
- how many never got a reply from the customer,
- how many of those without a reply got no follow-up at all.
That last number is money left on the table without a single extra message. There's an example of how this works for trades on the automation for tradespeople page.
Frequently asked questions
When should I send the first follow-up after a quote?
Two to three working days after sending the quote is a good start. Long enough for the customer to have read it, and early enough that they still remember why they asked for a price.
How many times should I follow up?
Two or three attempts over two to three weeks is a sensible limit. Each one should bring something new: an answer to a common question, a free slot or the quote's expiry date. After the third with no reply, close politely.
Isn't a follow-up pushy?
Not if it's short and useful. The customer asked for the quote. A short message that makes their decision easier is a service. It becomes pushy when you send the same "have you decided yet?" every day.
Sources
Luka Tomič · Founder of Alra
Luka builds AI systems for Slovenian businesses that want to get more done with the same team. He writes about what he sees with clients: where time gets lost and how to get it back.