Everyone Hates Pushy Sales –So, How Do I Avoid the Bad Image but Still Press for the Sale?
Brian Cvetezar
Estimates are expensive! We talk candidly about this at the “Discovery & Training Seminar”, especially for contractors investing in concrete leveling equipment. The first problem to address before we discuss estimate follow-up is the trade wide problem of not asking for the sale at the point of initial contact. It is your single best moment to close the deal and schedule. Assuming you have been timely and polite two simple techniques will improve your close ratio.
- Make it Personal – Mr./Mrs. Smith I have done numerous concrete lifting jobs just like yours and I would really like to work for YOU!” In your own words you have said – “you like them.” Everyone wants to hear those words.
- Ask For the Business & Create Urgency – Mr./Mrs. Smith I plan to be in your area (provide a date) and I would love to pencil you into my schedule. This follow-up to “I like you” answers the second most important buying influence beyond price. You have told them when you will do the work, and whether you’re using foam jacking equipment or a mudpump.
If you have the luxury of meeting the prospect during the estimate you will save a lot of follow-up effort by merely asking for the business.
If no one is home or if they request time to think further there are some general rules about following up to an estimate that you should bear in mind knowing that someone else may have given an estimate after you.
Core Principles
- Always provide value in every touchpoint (new info, insight, experience with jobs like theirs, etc.).
- Keep it short and easy to reply to.
- Give them an “out” so they don’t feel cornered.
- Space follow-ups appropriately (typically 3–10 days apart).
Effective Follow-Up Techniques & Examples
- The Value-Add Follow-Up (most effective) “Hi [Name], I just did a job like yours.” and immediately thought of your project.”
- The Gentle Check-In (3–5 days after sending estimate) “Hi [Name], just wanted to make sure the estimate came through okay (sometimes they get caught in spam). Let me know if you have any questions or if there’s anything I can clarify!”
- The “Permission to Close the Loop” Email (gives them an easy no) “Hi [Name], I know you’re juggling a lot right now. Totally understandable if this has moved to the back burner—just let me know either way so I can keep my calendar accurate. No pressure either way.”
- The Micro-Yes Question (gets a reply without asking for the sale) “Quick question—on the estimate I sent, would it be more helpful if I presented it differently or removed some slabs? Happy to reformat either way.”
- The Social Proof Nudge “Hi [Name], we just wrapped a very similar project as yours last week and they saw immediate results. Thought you’d find photos interesting. Let me know if you’d like to chat.” One picture should include your concrete lifting equipment at the job.
- The “Last Touch” Email (use after 2–3 attempts) Subject: Okay to close the file on [Project Name]? “Hi [Name], I haven’t heard back and completely understand things shift. Unless I hear otherwise in the next week, I’ll assume the timing isn’t right and will close things out on my end. If plans change down the road, just reply—always happy to help.”
- Phone/Voicemail Script “Hey [Name], it’s [Your Name]. No need to call me back—I just wanted to touch base on the estimate and see if you had any questions I can answer quickly. I’ll shoot you a short email with my direct cell in case anything comes up. Talk soon!”
Suggested Follow-Up Cadence (example)
- Day 0: Estimate sent
- Day 3–4: Value-add or gentle check-in
- Day 8–10: Micro-yes or social-proof email
- Day 15–30: Permission to close / last-touch email
Bonus Tips
- Change the subject line slightly each time so it feels fresh.
- Use “just curious” or “quick question” phrasing—it lowers pressure.
- Personalize every single follow-up (reference something specific to them).
Use these and you’ll stay top-of-mind without ever feeling salesy. Most prospects actually appreciate the gentle persistence when it’s done professionally. Good luck!
