The lead probably does not suck

One of the strongest points from the conversation was that many businesses blame lead quality before they look at their own follow-up.

If someone has raised their hand, called your business, filled in a form, or asked for a quote, there is a level of intent there. That is where your job starts. It is not where your job ends.

For tradies, this matters because lead generation is expensive. You may have already paid for the ad, answered the call, driven to the site, inspected the job, and prepared the quote. If the follow-up is weak, all of that effort can go to waste.

A good follow-up process helps bridge the gap between interest and action. It gives the customer useful information. It reminds them why the job matters. It makes the next step simple. It also keeps your business front of mind without sounding desperate.

The words you use make a massive difference

Ryan shared a story from his early days in windshield repair that shows how powerful small wording changes can be.

When he first approached people at a petrol station, he asked whether they wanted their windshield washed. Most people said no. Later, he changed the wording and explained that, as a courtesy, they were washing everybody’s windshields that day.

The service had not changed much. The offer had not changed much. The words had changed, and the response changed with them.

That lesson applies directly to trade businesses. When you follow up quotes, the wording matters.

A message like, “Just checking in to see if you got our quote,” is easy to ignore. It does not add value. It does not make the next step easier. It does not start a useful conversation.

A better message might say, “Hey John, I had another look at the quote and wanted to check something before we lock it in. Would Tuesday or Wednesday work better if you decide to go ahead?”

That message is more specific. It feels more human. It gives the customer an easy way to respond.

Stop using lazy follow-up language

Most trade businesses use the same tired follow-up phrases because they feel safe.

They say things like “just checking in”, “touching base”, “did you get a chance to look at this”, or “let me know if you have any questions”.

The problem is that these phrases put all the work back on the customer. They also sound like every other follow-up message the customer has ignored before.

Ryan’s point was that good follow-up should feel conversational. It should sound like a real person trying to help, not a marketing department sending reminders.

This is especially important with text messages. SMS feels personal. When someone receives a text, they expect it to sound like it came from a human being. If it sounds robotic, corporate, or generic, it loses its power.

A simple, useful question will often outperform polished marketing copy. For example, instead of saying, “Let us know if you are interested,” you could ask, “Would you like me to hold a spot for you this week?”

That question creates a clear next step. It also gives the customer something easy to answer.

Questions beat statements

One of Ryan’s key principles is that questions beat statements.

A statement can feel complete. The customer reads it, understands it, and moves on. A question creates an open loop. It gives the customer’s brain something to answer.

This does not mean every message needs to be pushy. It means your follow-up should make it easy for the customer to respond.

For example, “The quote is still valid until Friday” is useful information. However, the quote is still valid until Friday. Would you like me to hold the current price for you?” is more likely to start a conversation.

That small change matters.

Most customers are busy. They are not thinking about your quote all day. They might be comparing options, waiting to speak to their partner, trying to understand the price, or simply forgetting to reply.

A good follow-up question helps them take the next step without having to think too hard.

Keep your message simple enough to pass the mum test

Matt brought up what he calls the mum test.

The idea is simple. If you gave your website copy, ad copy, or follow-up message to your mum, would she understand what it means?

This is a big issue for tradies because many businesses describe their services using industry language. The trade understands the words, but the customer does not.

A contractor might talk about underpinning and pier replacement. The customer might be thinking, “Why is there a crack in my wall?” or “Why does my floor feel uneven?”

An HVAC business might talk about system performance or mechanical faults. The customer might be thinking, “Why is my aircon not blowing cold?”

When you follow up quotes, do not assume the customer understands the technical side of the job. Explain the issue in plain English. Show them why it matters. Help them understand the risk of waiting. Make the next step clear.

This is not about dumbing things down in a condescending way. It is about communicating in the language your customers actually use.

Follow up with value, not desperation

Matt also shared the idea of the anti-follow-up.

Instead of repeatedly asking whether the customer is ready, you send useful information that helps them make a better decision.

This could be a case study from a similar job. It could be a short explanation of the product. It could be a before and after example. It could be a reminder about a rebate, a seasonal issue, or a common mistake to avoid.

The goal is to stay front of mind without sounding needy.

For example, after sending a quote for a hot water system, you might send a message explaining the difference between a temporary fix and a proper replacement. After sending a solar quote, you might share a short update about rebates or common inverter choices. After quoting a renovation, you might send a case study that shows how a similar project was staged to reduce disruption.

This type of follow-up builds trust. It positions your business as the expert. It gives the customer a reason to keep engaging with you.

Your follow-up needs to match your sales cycle

Not every trade business has the same sales cycle.

An emergency plumber dealing with a blocked drain needs speed. The customer has a problem right now, and they want it solved quickly.

A builder quoting a renovation may have a much longer sales cycle. The customer might take weeks or months to make a decision.

A solar, landscaping, roofing, or foundation repair business might sit somewhere in the middle. The customer has a real problem or opportunity, but they may need more education before they commit.

This is why your follow-up process needs to match your business model.

If the job is urgent, speed to lead matters. If the job is higher value, trust and education matter. If the decision takes time, long-term nurture matters.

Ryan explained that strong conversion often comes from 12 to 18 touch points across the full sales process. That does not mean you should call someone 18 times. It means the customer may need a mix of texts, emails, calls, voicemails, case studies, reminders, reviews, and helpful content before they are ready to book.

Automation can help, but it still needs to sound human

Ryan also spoke about how AI and automation are changing follow-up.

Tools like CHIIRP can help businesses follow up faster, rehash old estimates, and keep leads moving through the pipeline. That can be extremely useful for trade businesses that are already stretched across quoting, admin, operations, and customer service.

However, automation only works when the message feels human.

If the follow-up sounds like generic marketing copy, people will ignore it. If it sounds like a real person reaching out with useful information at the right time, it can be powerful.

The best automated follow-up does not feel automated. It uses the customer’s name. It asks simple questions. It uses plain English. It avoids jargon. It feels helpful rather than pushy.

That is the balance trade businesses need to get right.

Action steps for better quote follow-up

Here are practical steps you can take from this episode and apply in your trade business.

• Review your last 30 to 90 days of unsold quotes and identify how many received fewer than five follow-up touch points.
• Rewrite your first follow-up message so it asks a clear question instead of saying “just checking in”.
• Add one value-based message into your quote follow-up process, such as a case study, useful tip, rebate reminder, or common mistake to avoid.
• Simplify your language so the customer understands the problem, the risk of waiting, and the next step.
• Create a follow-up cadence that continues beyond the first week, especially for higher-value jobs with a longer sales cycle.
• Use automation to support your team, but make sure every message still sounds like it came from a real person.
• Revisit old estimates and look for opportunities to re-engage customers who went quiet but never said no.