# Estimate Follow-Up Cadence Playbook

Use this playbook when quotes, consults, and estimates are going out but too many of them die quietly. Strong follow-up is not “checking in.” It is structured movement: confirming intent, reducing uncertainty, surfacing objections, and pushing the lead toward a real decision.

## Channel Strategy

Use channels by intent level, not by habit:

- `Call`: highest-intent opportunities, larger tickets, short buying windows, or emotional decisions
- `Text`: quick nudges, scheduling clarity, lightweight resurfacing, and speed-sensitive moments
- `Email`: value recap, proposal recap, financing detail, attachments, and slower-consideration decisions

Default rule:

- call when the lead looks warm
- text when you need a short step forward
- email when context matters

## Cadence

### Day 0

- send the quote or proposal
- confirm the next step explicitly
- make it easy to reply with a yes, no, or question

### Day 1

- short text or call
- confirm they received it
- remove uncertainty around scheduling, scope, or next step

### Day 3

- reframe value, not just price
- bring back the business reason the work matters now

### Day 6

- ask for the real objection
- force clarity around timing, budget, decision-maker, or trust

### Day 10

- send a calm close-the-loop message
- release the lead respectfully while keeping the door open

## Decision Tree

- If the lead responds positively: move to booking immediately
- If the lead responds with questions: treat it as active, not stalled
- If the lead says “thinking about it”: shorten the gap to the next touch
- If the lead goes silent: switch channel once before assuming the deal is cold
- If timing is the issue: set a date to re-open rather than letting it float

## Objection Handling

Most stalled estimates sit in one of these buckets:

- price shock
- no urgency
- unclear difference between options
- spouse or partner approval
- financing uncertainty
- trust or credibility hesitation

Your follow-up should identify which bucket is real instead of repeating “just checking in.”

## Sample Language

### Value Reframe

```text
Wanted to resurface this because the main issue was not just the project itself, it was [problem]. If you want, I can walk you through the fastest next step and what I would prioritize first.
```

### Objection Pull

```text
Totally fine if the timing is not right. Usually when a quote goes quiet it comes down to timing, price, or another priority. Which one is most true on your side?
```

### Close-the-Loop

```text
I will close the loop for now so we do not keep chasing you. If you want to reopen this later, just reply here and we can pick it up quickly.
```

## Weekly Review

Ask these every week:

- how many open estimates received the full cadence?
- which day had the highest reply rate?
- which objections show up most often?
- where are leads stalling after the first quote?
- what message actually moved decisions this week?

## Management Notes

Track follow-up quality by:

- estimates sent
- estimates touched on time
- response rate by channel
- objections surfaced
- close rate by estimator or advisor

If the team cannot answer those, follow-up is still memory-driven instead of system-driven.