You’ve poured your strategy and soul into a proposal and hit “send.” A wave of relief washes over you, quickly followed by a creeping sense of dread. The silence that follows can be deafening, leaving you caught between the fear of being pushy and the terror of being forgotten.
For any agency or freelancer focused on how to get more clients, mastering the follow-up is non-negotiable. The solution isn’t a magic number of days, but a strategic mindset that transforms the follow-up from an anxious task into a powerful, relationship-building strategy.
A follow up is about respect more than timing
Before diving into timelines, it’s crucial to understand what potential clients value. A pivotal study of 50 leading creative studios revealed what they value most in a client relationship: respect (25%), chemistry (21%), and ambition (17%). Being "on time and on budget" scored a shocking 0%.
This data is foundational. Your creative proposal showcases your strategic thinking, but the follow-up process demonstrates your professionalism and respect for the client’s time. A sloppy or pushy follow-up can undermine the most brilliant proposal.
Move from guesswork to precision for the first move
The internet is filled with conflicting advice on when to send that first follow-up, with recommendations ranging from a few hours to a full week. This confusion arises from a single variable: information. The advice to follow up quickly is often tied to using proposal software with tracking capabilities, while the advice to wait is a time-based guess. To move from guesswork to precision, determine your strategy based on the information you have.
A framework for ideal follow up timing
Use this framework to determine the ideal window for your first follow-up.
- If you use proposal tracking software: Your primary trigger is engagement. The perfect time to follow up is shortly after the client has viewed the proposal.
- If you do NOT use tracking software: Your timing must be based on context.
- Proposal complexity and deal size: A simple, lower-cost project (like a $2,000 website) warrants a quicker follow-up of around 3 business days. A complex, high-value project (like an $80,000 software solution) requires more time, making a 5-7 business day window more appropriate.
- Client relationship: For a new client, a more formal approach demonstrates professionalism. With an existing client, a quicker check-in is often appreciated.
- The golden hours: Aim to send your email mid-week, on Tuesday, Wednesday, or Thursday, between 10 AM and 2 PM in the client's local time zone to maximize open rates.
A blueprint for a confident follow up cadence
Hearing nothing after your first follow-up is the norm. One study found that 80% of sales require at least five follow-ups, and other research indicates that up to 60% of clients never respond to a proposal without any follow-up at all.
This reframes persistence. It’s not nagging; it’s a standard part of the professional process designed to close deals faster. Giving up after one or two attempts isn’t being polite; it’s being unprofessional.
Go beyond just 'checking in' by adding value
The phrase "just checking in" is self-serving and offers zero value to the client. Every communication is an opportunity to reinforce your value. The most powerful value-add is a direct continuation of the narrative you started in your proposal, providing more evidence and more reasons to believe in the successful ending you've proposed.
Set the follow up before sending the proposal
Of all the tactics available, this is the most impactful. The consensus among experienced sales professionals is to always have the next steps in place after every meeting. By scheduling the follow-up in advance, you proactively manage the process, signaling confidence, organization, and respect for both your time and the client's.
A graceful exit is the final act
After three or four thoughtful follow-ups, it's time to close the loop professionally with a "break-up" email. This email is not an emotional or passive-aggressive criticism. It is a professional tool designed to prompt a response while allowing you to close the file and move on to engaged prospects. The goal is to get an answer, even if that answer is "no," which provides valuable closure.
Mastering the strategic follow up
Effective follow-up is not a desperate chase; it is a proactive, respectful, and value-driven communication strategy. It’s about building the foundation for a strong partnership, not just closing a single deal. By mastering this art, you take control of your pipeline, build stronger client relationships, and turn the agony of the "send" button into another opportunity to demonstrate your excellence.