Follow up quotes that win: call, WhatsApp and email cadences that stop ghosting

Category: Marketing & Sales • Niche: Lead generation, follow-up, WhatsApp, quoting

Contents

• Quick answer: the 14‑day follow‑up plan
• Why quotes go silent and how to prevent it
• Set up: tools that make this easy
• Call, WhatsApp and email cadences you can copy
  • New enquiry to booked survey
  • After the site visit
  • After you send the quote
• Legal bits: PECR, WhatsApp rules and UK consumer law
• Measure weekly to improve close rate
• FAQ

Quick answer: the 14‑day follow‑up plan

Here’s a practical, no‑nonsense cadence you can paste into your diary today.

• Minute 0–5: Call back straight away. If no answer, call once more, then send a short SMS or WhatsApp: “Thanks for the [boiler/rewire/roof] enquiry. Free for a 2‑min call to book a survey now?”
• Hour 1: Email with two survey slots and a booking link. Ask their preferred channel.
• Day 1: One more call and message with two specific times.
• Same day as the visit: Confirm what you measured and book a 10‑minute quote review call for 48 hours after you send it.
• Day 0 (quote sent): Email the quote. WhatsApp/SMS: “Quote sent. We’re booked for a quick run‑through on [date/time].”
• Day 2: The review call. If they reschedule, send a short summary by message with one question to move it forward.
• Day 5: Nudge with value: photos of similar jobs, warranty info, or a phased option.
• Day 10: Availability update and validity reminder. Offer to hold a start slot with a refundable holding deposit until the validity date.
• Day 14: Close‑the‑loop message: “We’ll close the file on [date] to keep our schedule accurate. Reply 1 to proceed, 2 for later, 3 to decline.”

Why this works: fast first contact wins more jobs, multiple touches beat one‑and‑done, and setting the review call reduces ghosting.

Useful background reads:

• Speed‑to‑lead and conversion research summary (fast replies win) — see the discussion of the “5‑minute rule” benchmarks at Chili Piper’s analysis: https://www.chilipiper.com/article/chili-insights-vendor-response-time
• Quotes vs estimates in UK practice — Homebuilding overview: https://www.homebuilding.co.uk/advice/quote-vs-estimate
• Off‑premises vs on‑premises consumer contract basics — Business Companion: https://www.businesscompanion.info/en/quick-guides/off-premises-sales/consumer-contracts-off-premises-sales

Why quotes go silent and how to prevent it

Typical causes:

• Slow first response. Average businesses take hours, sometimes days. Aim for under 5 minutes during working hours.
• No next step agreed. Always book a review call before you leave the survey.
• Sticker shock. Offer good/better/best options or a phased scope.
• Too hard to say “no” or “later.” Give an easy off‑ramp in your messages.

Pre‑emptive fixes:

• Pre‑qualify budget and timing on first call or WhatsApp.
• Send tidy, visual quotes with inclusions, exclusions, payment schedule, lead time, variation process and validity date. See our contracts articles like Provisional sums explained for wording tips: https://academy.trainar.ai/provisional-sums-explained-defined-vs-undefined-jct-wording-examples-and-how-to-avoid-disputes
• Add one question in every follow‑up so the ball is in their court.

Set up: tools that make this easy

• Job management: ServiceM8, Jobber, Simpro, Tradify — use their quote follow‑up reminders. Jobber has built‑in quote follow‑ups worth exploring: https://www.getjobber.com/academy/how-to-follow-up-on-quote/
• Calendar: Google or Outlook with booking links. See our Outlook calendar sync guide if you use job apps: https://academy.trainar.ai/outlook-servicem8jobbertradify-uk-stop-duplicate-calendar-entries-and-fix-bstgmt-shifts
• WhatsApp Business: use Quick Replies for canned messages and set an after‑hours auto‑reply. If you automate, use approved templates and opt‑in.
• Call handling: enable missed‑call auto‑text so you never lose a lead. Guide: https://academy.trainar.ai/auto-text-back-for-missed-calls-simple-setup-for-iphone-android-whatsapp-and-voip-lines

Call, WhatsApp and email cadences you can copy

New enquiry to booked survey

• Script (call): “Hi [Name], it’s [You] from [Trade]. Got your [issue]. A couple of quick questions so we price it right. Are you free now or later today?”
• Text/WhatsApp: “Thanks for the enquiry about [job]. Free for a 2‑min call now to book a survey? If not, does 17:30 suit?”
• Email: Subject “Survey times for [address]” with two options and a booking link.

After the site visit

• Message: “Thanks for today. I’ll send a fixed quote by [day/time] with [inclusions], [lead time], [warranty]. We’re booked for a 10‑minute review on [day/time] — that still ok?”

After you send the quote

• Day 2 review call: Keep to 10 minutes. Ask one clarifying question and agree next step.
• Day 5 nudge: “Any questions on the quote? Here are two similar jobs with photos and references. Want a phased option?”
• Day 10 availability: “We can hold a start slot with a fully refundable holding deposit until [validity date]. Want me to pencil you in?”
• Day 14 close‑the‑loop: “We’ll archive on [date] unless you want to proceed or revisit later. Reply 1 proceed, 2 later, 3 decline.”

Tip: If you work in emergencies, shorten the gaps (e.g., review call in 24 hours).

Legal bits: PECR, WhatsApp rules and UK consumer law

• Service vs marketing: appointment and quote messages are service messages. Promotions need consent or the soft opt‑in and an opt‑out in every send. ICO overview: https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/guide-to-pecr/electronic-and-telephone-marketing/electronic-mail-marketing/
• WhatsApp Business Platform: outside the 24‑hour window you need approved templates and opt‑in. Policy and pricing: https://developers.facebook.com/docs/whatsapp/pricing/
• Quotes vs estimates: quotes are binding on acceptance — label clearly and include exclusions and a validity date. UK explainer: https://www.homebuilding.co.uk/advice/quote-vs-estimate
• Off‑premises contracts: know when the 14‑day cooling‑off applies and give required info. Business Companion: https://www.businesscompanion.info/en/quick-guides/off-premises-sales/consumer-contracts-off-premises-sales

Measure weekly to improve close rate

Track:

• Median time to first contact
• Contact rate within 1 hour and 24 hours
• Quote turnaround time
• Quote acceptance rate by job type
• Days to decision
• Touches per lead before decision

Small improvements here usually beat cutting price.

FAQ

How many follow‑ups is too many?

5–8 total touches across call, text and email is normal before a decision. After your validity date, send a light reactivation only if they asked for “later.”

What if they only want to use WhatsApp?

That’s fine for service messages. If you later send promotions, you’ll need consent or soft opt‑in and an opt‑out in each message. If you automate WhatsApp, submit template messages and get opt‑in first.

Should I break down my price in detail?

Give a clear scope, inclusions and exclusions, and major allowances. Avoid line‑by‑line cost breakdowns that invite shopping your labour. Offer options instead: good/better/best or phased.

Can I take a holding deposit?

Yes if you explain it in the quote and it’s refundable until the validity date. Use card or bank link and issue a receipt.

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