This is probably the single biggest mistake I see service businesses make. Not following up on your estimates.
Follow up. Follow up. Follow up.
If you’re not following up, you’re losing deals you’d easily win.
I can give you plenty of different scenarios where a follow up can win your deal, but most of the time it will come down to a few main reasons that a follow up won your deal.
Sometimes people need a nudge or reminder to get them in motion; it’s just human nature.
But how do I follow up without being annoying? What’s an ideal follow up cadence? How many times should I follow up?
Many people hate following up because they don’t want to be annoying.
The best way to follow up without being annoying is to add value to the sale. There’s a few ways to add value to the sale.
In this instance, what information can you provide that helps the customer determine you are the right choice? Can you provide more information about the company, customer reviews and testimonials, showcase the expertise required, give more background information on the product/material you use, or send some sample photos of the work?
Your follow-up might look like this:
Hi Jennifer,
I know you had some questions about the air conditioners we install, so I’ve attached some information from the manufacturer that includes 3rd party ratings and tests that show their commitment to quality. They also come with a 10 year warranty on all parts. We choose [insert brand] because we’re confident that they provide the best value without a compromise on quality and durability. Whenever we’ve had to deal with warranty claims, it’s always an easy process with [insert brand]. Have you ever had issues in the past getting your warranty claims fulfilled?
In this instance, what information can you provide that was something the customer brought up as a key decision point that you can improve your stance on?
Hi Jennifer,
You had some questions comparing our offering with another. One of the key differences in the systems was two-stage vs variable speed air conditioner. I’ve attached an article here that talks about the benefits of going with a variable speed air conditioner. What is your monthly energy bill like currently?
In this instance, do you have a relevant update to share with the customer?
Hi Jennifer,
Material prices on XYZ went down a bit, so we can adjust your bid down to share those price savings with you. I’ve attached an update bid reflecting the pricing changes. Do you want to move forward with the project?
Your follow up cadence will depend on different factors, including type of work, relationship, timing, and their responsiveness. While many advise for at least 7 touches, in following up with contracting/service jobs, I would probably stop after 3-4 unanswered follow up emails. If you want to be more persistent, go ahead.
For maximum effectiveness, your follow up cadence should also include phone calls and even text messages. But in your last email, I would challenge the customer and question their seriousness with the work.
Hi Jennifer,
I wanted to check in and see if this project is still a priority for you or if you’re planning to revisit it at another time. Are you still looking to have [work scope] done to your home in the near future?
Ultimately, the most important part of following up is actually following up and getting in front of the customer. Phone calls and text messages are very underrated, but at a minimum, via email.
You can automate the process of sending follow ups in tools like FieldPulse with pre-defined templates and automatic triggers (shown below)
Learn how to easily implement sales best practices in your estimates and proposals with FieldPulse
