Same-day confirmation (email)
Subject: Your [scope] estimate — one thing to confirm
"Thanks for the time today. The estimate covers [scope in one line], with [the one option or exclusion that matters]. Before you review the number, is [specific detail] what you had in mind? If it is, the rest of the document should read cleanly."
This does two jobs: it proves the estimate arrived, and it opens a scope conversation instead of a price conversation.
Day two (SMS)
"Hi [name] — quick one on the [scope] estimate: did you want the [option A] or [option B] version? Happy to adjust either way."
Two sentences, one question, no pressure. A binary question gets answered when an open one does not.
Day five — the unspoken objection (email or call)
"Most people at this stage are weighing [the real objection — timing, disruption, or comparing two very different scopes]. If that is where you are, here is how we usually handle it: [answer]."
Naming the objection first removes the awkwardness of raising it. Customers who were silent because they felt uncomfortable often reply here.
Day ten — the direct ask (phone, then SMS if no answer)
"I want to be respectful of your time rather than keep messaging. Are we moving ahead on the [scope], or has it gone another direction? Either answer is genuinely fine — I just do not want to chase you."
This is the highest-converting message in most cadences, because it gives permission to decline and therefore makes the yes real.
Close-out message (day 21–30)
"I am going to close this one out so it stops sitting in your inbox. If the timing changes, the price holds until [date] and you can reply to this message. Good luck with the project either way."
A meaningful percentage of replies come from this message. Withdrawing politely triggers a response that pursuing did not.
Phrases to remove entirely
- "Just checking in" — carries no information and asks for effort.
- "Did you get my email?" — makes the customer manage your uncertainty.
- "Following up again" — highlights the count instead of the value.
- "Let me know if you have any questions" — closes with no question of your own.