The Follow-Up Problem
In the glazing industry, the average quote conversion rate is around 35%. That means 65% of the time, effort, and fuel spent on surveys and pitches results in no sale. While you'll never convert every quote, improving your follow-up process is the fastest way to increase revenue without generating a single additional lead.
Why Customers Go Silent
Understanding why customers stop responding helps you craft better follow-up:
- Price shock — the quote was higher than expected. They're not saying no, they're adjusting expectations.
- Decision paralysis — too many options, too much to think about. They need help simplifying.
- Comparing quotes — waiting for other companies to visit before deciding. This is normal.
- Life got busy — windows aren't urgent. Other priorities took over. A gentle reminder is welcome.
- They've already chosen someone else — but haven't told you. This is the one you need to identify quickly.
The 5-Touch Follow-Up System
Touch 1: Same Day (Text/Email)
Within 2 hours of leaving the appointment, send a thank-you message with the quote attached. "Great to meet you today. As discussed, here's your quotation for [brief description]. Happy to answer any questions — just give me a call."
Touch 2: Day 3 (Phone Call)
A friendly check-in. "Just wanted to make sure you received the quote and see if you had any questions." Listen for buying signals or objections.
Touch 3: Day 7 (Value-Add Email)
Don't just chase — add value. Send a relevant case study, a photo of a similar installation, or information about a current promotion. Give them a reason to re-engage.
Touch 4: Day 14 (Phone Call)
More direct: "Where are you in your decision-making process?" This call often reveals whether they're still interested, comparing quotes, or have gone cold.
Touch 5: Day 28 (Final Follow-Up)
A respectful close-out: "I want to make sure I'm not bothering you unnecessarily. Are you still considering the project? If timing isn't right now, I'm happy to revisit in a few months."
Using CRM to Automate Follow-Up
Your CRM should make this process effortless:
- Automatic reminders for each follow-up touch
- Templates for emails and texts
- Outcome tracking ("customer wants to wait until spring", "chose competitor on price")
- Win/loss analysis to identify patterns
The Numbers That Improve
Companies that implement structured follow-up typically see:
- Quote conversion rate increase from 30% to 40-45%
- Average time to decision decrease by 5-7 days
- Lost deal recovery rate of 8-12% (customers who come back later)