For inside sales reps in the steel industry, quoting isn’t just about pricing—it’s about timing. And right now, mill lead times are anything but predictable. With domestic and offshore mills juggling volatile input costs, labor constraints, and shifting demand, lead time intelligence can be the make-or-break factor in winning the order—or backpedaling after overpromising.
Lead time is the new currency in steel sales
A decade ago, lead times were relatively stable. Today, they fluctuate weekly. Hot-rolled coil may average 6 weeks this month, but a single maintenance outage or scrap shortage can push it to 8+ weeks with zero notice. When buyers call for quotes, they’re often under tight project deadlines. If your quote doesn’t align with actual mill schedules, you risk a blown promise and a lost account.
Get ahead of the lag with weekly mill check-ins
Don’t rely on outdated averages or hearsay. Set up standing check-ins with your key domestic mills. Ask them directly: “What’s your actual slotting time for pickled and oiled coil right now? Are you prioritizing repeat customers or allocating based on tonnage size?” These details often aren’t shared in mill bulletins, but they shape your ability to quote credibly.
Differentiate between transactional and contract lead times
Contract customers often receive prioritized rolling slots, especially during tight cycles. If your buyer is transactional and your quote is based on lead times reserved for contract accounts, you’re setting up false expectations. Always ask: “Are we using our spot account access or drawing on a contract?” This small distinction significantly affects lead time guarantees.
Don’t ignore import timelines—and the hidden risks
While imported steel might offer savings, the logistics window is fraught with variables: port congestion, customs holds, and carrier delays. Quoting a 10-week lead time on CIF coil may sound feasible, but reps should layer in at least 1–2 weeks of risk buffer, especially for orders routed through West Coast ports or major hubs like Houston. Buyers want options, but they demand reliability—especially for project-critical tons.
Steel service centers aren’t always faster
Some reps assume pulling from a local service center means next-day turnaround. Not so. Many SSCs are facing their own backlog in slitting, shearing, or processing. Before you promise a “1-week delivery” from stock, confirm what’s actually in inventory and whether any downstream services are already logjammed.
Use lead time ranges—not hard dates
Avoid boxing yourself into absolutes. Instead of quoting, “we can deliver in exactly 5 weeks,” say, “based on current mill schedules, we’re looking at a 5–7 week window, with ongoing confirmation.” Buyers appreciate transparency, and it gives you room to adjust as mill schedules shift.
Track rolling schedules by product type
Lead times don’t just vary by mill—they vary by product. Galvanized is often booked out farther than hot-rolled. Plate mills might be quicker this quarter while cold-rolled stretches out due to equipment upgrades. Your quoting template should allow toggling by product type, not just mill name.
Incorporate freight reality into the timeline
Delivery isn’t just about the mill’s finish date—it’s about when it actually arrives on your customer’s dock. With ongoing trucker shortages and fuel cost spikes, freight windows can expand unpredictably. Quote total lead time as mill + transit, and make sure your logistics partner confirms the route viability, especially for long-hauls or cross-border moves.
Flag holidays and outages upfront
With July 4th, Labor Day, and scheduled mill maintenance approaching, your buyers won’t appreciate a “surprise delay.” Build your quote around realistic schedule slippage: “Lead time adjusted due to scheduled downtime at [Mill X] July 1–5.” It shows attention to detail and protects your relationship.
Teach your team to communicate timing with confidence
Too often, inside reps use vague language like “we’re looking into it” or “should be soon.” Equip your team with better language: “Based on our latest mill update, we expect allocation for this gauge to reopen mid-July. If we secure it this week, we’re within a 6-week delivery frame.” That blend of specificity and transparency earns buyer trust.
Winning on time—not just on price
Inside reps who understand the full landscape of mill lead times—from domestic coil volatility to import risk and processing delays—hold the keys to quoting with confidence. And in today’s market, where deadlines drive decisions, it’s often the timeline—not the ton price—that tips the deal your way.
