In steel sales, the first quote gets your foot in the door—but it’s what you do next that closes the deal. Following up isn’t just about checking in. It’s a strategic process that separates average reps from top performers. And in today’s competitive market, where buyers are cautious and decisions drag, follow-up is more important than ever.
If you want to win more business, protect your margins, and build lasting customer relationships, you need to master the art of the follow-up.
A Quote Is Not a Conversation
Too many reps treat a quote like the end of the interaction. “I sent it over. Just waiting to hear back.” That’s not selling—that’s hoping. A quote should be the start of a conversation.
Follow-up is your chance to:
Clarify the customer’s needs
Reaffirm your value proposition
Address any hidden objections
Guide them through next steps
It’s not pestering. It’s selling with purpose.
Timing Is Everything
Follow up too fast and you seem desperate. Wait too long and your buyer forgets you. The key is to follow up with context.
Did they mention a decision deadline?
Are there internal approvals involved?
Is this part of a larger project with a known timeline?
Use what you’ve learned to set expectations and earn the right to stay in touch. Example: “I know you’re reviewing quotes with your project team this week—I’ll circle back Thursday to answer any open questions.”
Don’t Just Ask—Add Value
The worst follow-up message is: “Just checking in.” It adds no value and gives the buyer no reason to respond.
Instead, bring something useful:
A revised quote with more options
A mill update on lead times
Insight into market trends or price forecasts
A relevant case study or success story
The goal is to stay on their radar by being genuinely helpful—not by being repetitive.
Know When to Escalate and When to Wait
Not every deal needs pressure, but some do need urgency. If you’re holding mill space or managing a tight delivery window, don’t be afraid to let your customer know. Transparency builds trust.
At the same time, if they’re clearly not ready, don’t overdo it. Set a reminder to check in later—and use that time to build a better understanding of the account.
Track the Whole Journey
A quote without a follow-up plan is a missed opportunity. Your CRM should show:
When the quote was sent
What follow-ups were made (calls, emails, meetings)
What feedback was given
What the next step is
This isn’t just good sales hygiene—it helps sales managers coach more effectively and forecast more accurately.
Make It Personal
Buyers get dozens of emails and quotes a week. What makes yours stand out?
Reference a past conversation
Mention a detail about their operation or preferences
Show that you’re thinking about them, not just the deal
Personalization cuts through the noise. It reminds the buyer that you’re not just a vendor—you’re a partner.
Handle Objections Before They Surface
Many quotes die in silence because the buyer has a concern they haven’t voiced—price, lead time, quality, past experience. Use follow-ups to proactively surface and solve these doubts.
Ask open-ended questions:
“Is there anything holding you back from moving forward?”
“Does this quote align with what you expected?”
“How does this compare to other options you’re considering?”
Get the real conversation started. Then guide it to a close.
Final Thought: Follow-Up Is Where Sales Really Happens
Anyone can send a quote. But great steel sales reps don’t stop there. They build trust. They guide the buying process. They create momentum.
In a market where every order counts and margins are under pressure, follow-up isn’t optional—it’s essential.
So take another look at your open quotes. Not just what’s been sent, but what’s been followed up—and how. The difference between a lost opportunity and a closed deal might be just one thoughtful follow-up away.
Don’t wait. Follow through.
