The short answer
Send the first follow-up two to three business days after the estimate goes out, then one or two more spaced several days apart. Each message names the job, asks one question and offers one easy way to reply. If the third gets no answer, send a short message that closes the estimate, then stop.
A customer who goes quiet after an estimate hasn't said no yet. They may be busy, comparing quotes or stuck on one question. Each follow-up should make replying easy, whichever it is.
When to follow up on an estimate
Follow up two to three business days after the estimate goes out. That gives the customer time to read it and compare, while the job is still on their mind. Space later follow-ups at least several days apart, so no two land in the same week.
Shorten the gaps for urgent work, such as a repair, and lengthen them for large projects where the customer needs time to decide.
A four-step follow-up schedule
Check that it arrived
A few days after sending, ask whether the estimate came through and whether anything in it needs explaining. Estimates sent by email can land in spam, and this question gives the customer an easy first reply.
Answer the likely question
A few days later, speak to what usually holds up a decision for your kind of work, such as price, scope, start date or which option to pick. Offer to adjust the estimate or walk through it on a call.
Call once
If email and text get no reply, call at a reasonable hour. A call lets the customer ask the question they haven't written down. If it goes to voicemail, leave a short message that names the job.
Close the estimate
Send a last short message saying you'll close the estimate unless they'd like to go ahead, and that a no is fine. Then mark it lost, so your list of open estimates shows only live work.
What to say in an estimate follow-up
Each message below names the job, asks one question and gives one way to reply. Replace the parts in brackets with your own details.
Subject Your estimate for [job]
Hi [first name], We wanted to check that the estimate for [job] came through. If anything in it is unclear, reply to this email and we'll explain it or adjust it. [Your name] [Business name], [phone]
Hi [first name], this is [your name] from [business]. Checking that the estimate for [job] reached you. Reply here with any questions.
Subject Options for [job]
Hi [first name], If a different start date or a smaller first stage would help with [job], we can send a revised estimate. Would that be useful? [Your name]
Hi [first name], we'll close the estimate for [job] on [day] so our schedule stays accurate. If you'd still like the work done, reply YES and we'll book you in. No reply needed if you've decided against it.
Follow-up email subject lines that get opened
A good subject line names the job, so the customer knows what the email is about before they open it. Avoid subject lines that read like a sales email, such as “Just checking in” or “Following up.”
- Your estimate for [job]
- Question about your [job] estimate
- A start date for [job]
- Options for [job]
- Closing your [job] estimate on [day]
What to say when you call
Call once, after the first email or text gets no reply. Keep the call short and ask one question. If the customer doesn't pick up, leave a voicemail that names the job and gives one way to reply.
Hi [first name], this is [your name] from [business]. I'm calling about the estimate we sent for [job]. Did it come through, and is there anything in it I can explain?
Hi [first name], this is [your name] from [business] about your estimate for [job]. If you have any questions, call or text me at [phone]. Thanks.
When the customer says the price is too high
A price objection is a reply, which is better than silence. Before you lower the price, ask what they're comparing it to. Another quote may leave out work that yours includes, and pointing that out keeps your price.
If the budget really is the limit, change the scope instead of the price. Offer a smaller first stage, a simpler material or option, or a later start date. A discount given on the first push tells the customer your next estimate has room in it too.
What to avoid when following up
- Several messages in one week. Keep follow-ups at least several days apart.
- Texts early in the morning or late at night. Send texts during business hours.
- The same message every time. Each follow-up should add something new, such as an answer, an option or a date.
- Messages after the customer has replied. Once they answer, a person takes over and any scheduled follow-ups should stop.
- Questions that are hard to answer. “Does a March start still work for you?” gets a reply more easily than “Have you had a chance to look?”
How to keep track of open estimates
Follow-ups slip when open estimates live in an inbox. Keep one list with every estimate and where it stands, whether that's a spreadsheet, your quoting app or a board on the wall.
- Give every estimate one status, such as sent, followed up, won or lost.
- Write down the date of the next follow-up next to each open estimate.
- Mark estimates lost when you close them, so the open list shows only live work.
- Look at the list once a week, and note why lost estimates were lost. Price, timing and no reply each call for a different fix.
Texting follow-ups from software
If follow-ups go out by text from software, the sending number needs to be registered. US carriers require businesses that text from ordinary 10-digit numbers to register the business and what it texts about with The Campaign Registry, a process called A2P 10DLC (The Campaign Registry). The texting provider usually submits the registration for you.
Text only customers who gave you their number for this job, and stop as soon as anyone asks you to.
Sending follow-ups automatically
Many quoting apps can send follow-ups for estimates sent from that app.
These work when every estimate goes out from that one app. They fall short when estimates leave from several places, such as email, a spreadsheet or QuickBooks. They also fall short when you want each message to mention the job and stop the moment the customer replies by any channel.
That's the part we build. Follow-ups start when an estimate is sent from wherever you send it, mention the job, and stop when the customer replies, accepts or asks you to stop.
Questions
How many times should you follow up on an estimate?
Two or three times, spaced several days apart, then a short message that closes the estimate. After that, stop and mark the estimate lost.
Should I follow up by email, text or phone?
Start with the channel the customer used to reach you, usually the same way the estimate was sent, and call once if messages get no reply.
How long should I wait to follow up on an estimate?
Two to three business days after you send it. Wait longer for a large project where the customer needs time to decide, and follow up sooner for urgent work such as a repair.
What should I do if a customer stops replying after an estimate?
Follow up two or three times, spaced several days apart, with one call in between. Then send a short message saying you'll close the estimate unless they'd like to go ahead, and stop.
Should I offer a discount when I follow up?
Not as a first step. Ask what the customer is comparing your price to, and if budget is the limit, offer a smaller scope or a later start instead of a lower price.
Is it pushy to follow up on a quote?
Not when each message is short, names the job and makes it easy to say no. Several messages in one week can feel pushy, so space them out.
Can estimate follow-ups go out automatically?
Yes. Many quoting apps include them for estimates sent from that app. We build follow-ups for businesses whose estimates go out from several places, and they stop when the customer replies or accepts.
What does it cost to have follow-ups built?
It depends on what we build. The solution design is free, and we quote the work before anything starts, so you decide whether to go ahead.