Short answer: follow up 2–3 working days after sending the proposal and again 1–2 days before the option expires. Don't send a third reminder. Every message should bring something new, such as an answer, an alternative or news about the date, not just “any update on our proposal?”.
When to follow up: a timeline after sending the proposal
| When | What to do | Why |
|---|---|---|
| When sending | Say in your cover email how long you are holding the date and when you will be in touch. | The client knows what to expect, so your follow-up is no surprise. |
| After 2–3 working days | A short message with a specific question or an alternative. | The organiser is comparing offers but hasn't decided. |
| 1–2 days before the option expires | Remind them of the option date and ask whether to extend it. | A genuine reason to call: the date will be released. |
| After the option expires | One closing message, then close the enquiry. | More chasing damages the relationship more than it helps. |
Weddings take longer. Couples agree the date with family and usually want a viewing. Push the first follow-up to 4–5 days and give a longer option, for example 10–14 days.
What to write: four email templates
1. First follow-up that adds value
Hi Sarah, just checking that our proposal for the 14–15 May training reached you. For 60 delegates we'd suggest a U-shape in the Garden Suite at no extra cost. Would it help if I added an option with a buffet lunch instead of a plated menu? I'm holding the date for you until Friday.
2. The client is waiting for sign-off
Thanks for letting me know. If it helps, I can send a one-page summary for your manager: dates, numbers, total price and price per person. I'm happy to extend the option until next Wednesday.
3. Before the option expires
Hi Sarah, the option on 14 May ends tomorrow. If you need more time, let me know and I'll try to extend it. If the date is released, we'll offer it to the next enquiry.
Only write the last sentence if it's true. An invented “other client” is always found out in the end.
4. Closing message
As we haven't heard back, I'm closing the May enquiry and releasing the date. If plans change, just reply to this email and I'll reopen the proposal. If you chose another venue, I'd really appreciate a line on why. It helps us improve.
Phone or email?
Send the first follow-up by email so the client has everything in writing and can forward it to a colleague. Pick up the phone for larger events or when the client opened the proposal but isn't answering emails. A two-minute call often settles a question that would take a week of emails. Afterwards, send a short recap of what you agreed.
Why clients go quiet after a proposal
- Someone else has to decide. Corporate events are signed off by a manager or procurement. A summary helps them more than another attachment.
- The proposal isn't clear. If they keep asking what's included, the problem is the proposal, not the date. A per-person package often reads more easily; see how to price a day delegate rate.
- They haven't opened it. A PDF attachment lands in spam or is hard to read on a phone. If you know it hasn't been opened, asking “what do you think of the price?” makes no sense.
- They chose another venue and don't want to say so. That's what the closing message is for.
Common follow-up mistakes
- A reminder with nothing in it: “Just checking in to see where things are.”
- A discount in the very first follow-up. The client learns that waiting pays.
- Two colleagues call the same client with different prices because each has a reminder in their own calendar.
- An option with no end date: the date is “held” for a month while you turn away another client.
- Treating interest in an email as a confirmed event. It is confirmed only once the contract is signed and the deposit received.
How to organise follow-ups in the team
For every enquiry, record three things: who owns it, when the option expires and when the next contact is due. With a few enquiries a week a shared spreadsheet is enough. With dozens a month, the sheet drifts away from reality and reminders slip.
In Verando you can see whether and when the client opened each proposal, options expire on their own in the calendar and option reminders come with a draft you only adjust. See how it fits hotel sales teams or try it free on an enquiry sitting in your inbox today.
Frequently asked questions
How long should I wait before following up a proposal?
2–3 working days for corporate events and 4–5 days for weddings. If you told the client when you would be in touch, stick to that exact day.
How many times should I follow up if the client doesn't reply?
Twice: after a few days and just before the option expires. Then send one closing message and close the enquiry.
Should I offer a discount in a follow-up?
Not by default. First find out why the client is hesitating. A cheaper alternative, such as a buffet instead of a plated menu, usually works better than a blanket discount.
Is a positive reply already a confirmed booking?
No. The event is confirmed only when the contract is signed and the deposit received. Until then the date is on option.