Refining Your Sales & Follow-Up Process to Close More Deals

The Hidden Sales Challenge

You deliver top-notch metallic epoxy flooring work, yet deals still slip through the cracks. It’s a frustrating reality: even seasoned contractors with outstanding craftsmanship often struggle to close deals. Why? The issue usually isn’t your work quality – it’s the sales and follow-up process. This guide will act as your business coach, showing you how to turn more quotes into signed contracts. We’ll cover everything from mindset shifts to practical follow-up systems, all with a confident, direct, and engaging tone. By the end, you’ll see how each step boosts your closing rates and increases revenue, ultimately paving the way for you to win more business without sounding “salesy.” Let’s dive in.

The Problem: Why Great Work Isn’t Enough to Close Deals

Even if your floors look amazing, most contractors struggle to close deals. The truth is that quality work alone doesn’t guarantee sales. Many contractors treat a quote like a lottery ticket – they throw it out there and passively hope for a win. This “hope-for-the-best” approach leads to lost opportunities. In fact, only a tiny fraction of sales are won on the first contact, and around 80% of deals require five or more follow-ups to close​. Yet too often, contractors give up early – nearly half of salespeople abandon a lead after just one attempt​. The result?

Prospective clients forget you, or a more persistent competitor swoops in.

Why Contractors Lose Deals Despite Great Work

• Assuming Quality Sells Itself: Believing that a stunning epoxy floor will “wow” clients into signing can lead to complacency in refining your sales process. In reality, clients need guidance and reassurance to move forward.
  
  

• Lack of a Follow-Up Routine: Without a system in place, it’s easy to drop the ball. A contractor might send a quote and then fail to check back in, letting a hot lead turn cold.
  
  

• Fear of Being Pushy: Many skilled tradespeople are uncomfortable with sales follow-up. They don’t want to bother the client, so they stay hands-off – and lose out to someone who does follow up (politely).
  
  

• Time Pressures: Juggling ongoing projects and new inquiries is tough. Busy contractors often prioritize current jobs over chasing down pending quotes, unintentionally neglecting potential new business.
  
  

Recognizing these pitfalls is the first step. Now, how do we fix it? It starts with a change in perspective.

What Separates Top Closers From The Rest?

Quotes aren’t lottery tickets – they’re opportunities to be nurtured. Top contractors approach each quote as the beginning of a relationship, not a one-off chance. The mindset shift is simple but powerful: every inquiry or quote is a lead worth consistent follow-up, not a random gamble. Instead of thinking “I hope they call me back,” start thinking “How will I guide this prospect toward choosing me?”

Adopt a Proactive Sales Mindset

• Every Lead Has Value: Whether it’s a huge commercial job or a small garage floor, treat every quote as money on the table. You’ve already invested time to generate and visit that lead – don’t waste it by failing to follow up.
  
  

• Persistence (with Respect) Wins: Understand that potential clients often need multiple touchpoints before saying yes. They’re busy or weighing options. Staying in touch (politely and helpfully) keeps you in the game. Remember, the fortune is in the follow-up – persistence can boost conversion rates significantly​.
  
  

• Detach from Immediate Outcomes: Not every quote will convert, and that’s okay. The goal is to nurture the opportunity. If they don’t buy today, your follow-up may catch them when they’re ready later. This mindset takes pressure off the interaction and lets you focus on helping the client, not just “making a sale.”
  
  

• Learn from “No”: Instead of viewing an unanswered quote or a “we went with someone else” as a dead end, see it as feedback. Maybe the client wasn’t convinced of the value, or the timing was off. Use that insight to improve your approach with the next lead.
  
  

This mindset shift is empowering. You stop relying on luck and start taking control of your sales pipeline. With the right mindset in place, it’s time to quantify what’s at stake. 

There is Gold In Your Business And It Is Found In Your Follow-Up

Lost leads are more than just disappointing – they’re expensive. Every lead that goes dark or chooses a competitor represents revenue that could have been yours. If you’ve ever said, “I’m too busy to follow up on that quote,” it’s time to reconsider operating your business like that. The hidden revenue in follow-up is massive. Let’s put it into perspective:

What Lost Leads Are Costing You

• Wasted Marketing Dollars: You likely spend money on ads, home show booths, or time on referrals to get leads. If you don’t follow up, a huge chunk of that investment yields nothing. It’s like paying for premium epoxy and then leaving it in the bucket.
  
  

• Missed Revenue Opportunities: Imagine you send out 10 quotes this month, each potentially worth $5,000. If you close 3 by default, that’s $15k. But what about the other 7? With a solid follow-up system, maybe you could close 2 more. That’s an extra $10,000 in revenue without any new advertising – purely by nurturing what you already have. Over a year, those “lost” leads could add up to hundreds of thousands in missed sales.
  
  

• Competitors Eating Your Lunch: Every lead you don’t follow up on is a lead someone else can swoop in and grab. Consistent follow-up keeps you front-of-mind, so when the customer is ready to decide, your name is the one they remember, not the quiet competitor’s.
  
  

• Stunted Growth: If your close rate is stuck because of poor follow-up, your business isn’t growing as it should. Improving follow-up directly boosts your close rate, which boosts revenue and profit. It’s that simple – and that critical.
  
  

Bottom line: Not following up is like leaving money on the table. One study even found that by making just a few extra follow-up calls, businesses increased conversion rates by up to 70%​. That’s huge. It means the leads you thought were “dead” might just need a couple more touches to turn into paying projects.

Understanding the cost of inaction should light a fire under you. So, what’s the solution? The key is to stop winging it and start systemizing it. 

What is the deal with ‘Systems’? 

Great follow-up doesn’t happen by accident – it runs on a system. With a structured process, you won’t rely on memory or mood to chase leads; you’ll have a repeatable formula that ensures no prospect falls through the cracks, and helps you locate bottlenecks. Maybe your marketing sucks? Maybe you are terrible at sales? Maybe you need to answer the phone faster. You wont know if you aren’t tracking it. Here’s how to build a follow-up system that consistently turns quotes into closed deals:

1. Quick Initial Follow-Up

Strike while the iron is hot. Contact the prospect within 24-48 hours after delivering a quote or visiting a site. Thank them for their time, reinforce one key benefit you offer, and ask if they have any questions. This shows professionalism and keeps the conversation going while you’re still fresh in their mind.

2. Schedule the Next Touchpoint

Don’t leave the next step to chance. Before ending the first follow-up call or email, set a clear next step. For example, “I’ll give you a call early next week to see if there’s anything else you need.” Better yet, ask for a good time to check in. Customers appreciate scheduled calls – 42% are more likely to buy if you call back at an agreed time​. Mark this date on your calendar or CRM immediately.

3. Use Multiple Channels

Mix up your follow-up methods to increase your chances of connecting. A structured plan might look like:

• Day 2: Phone call to thank them for the opportunity and highlight one key value point.
  
  

• Day 5: Follow-up email summarizing why your solution is ideal (include a testimonial or photo of a past project for credibility).
  
  

• Day 10: Another call or even a text message checking in: “Just wanted to see if you had any more questions about the flooring quote.”
  
  

• Day 14: Send a short personalized video message or a link to a blog post about maintaining epoxy floors – something useful that also keeps you on their radar.
  
  

• Day 21: Final follow-up attempt for now – a polite message saying you’d love to work with them and you’re available to chat whenever they’re ready.
  
  

By varying phone, email, text, and even video, you’re more likely to hit the channel the client prefers. And it shows you’re willing to meet them on their terms.

4. Track Every Interaction

Whether you use a CRM software or a simple spreadsheet, log each contact attempt and outcome. Note what was said, any concerns the client mentioned, and when to follow up next. This tracking is gold: it ensures you never forget a lead, and it lets you pick up the conversation seamlessly (e.g., “Last time we spoke, you were waiting for your bonus to move forward – has that come through?”). Organization here sets you apart from competitors who just “wing it.”

5. Have a Follow-Up Timeline (and Stick to It)

Decide in advance how many follow-up touches you’ll do and over what timeframe. For instance, you might decide on 5 follow-up attempts over 3 weeks after a quote. Make this a standard operating procedure. Just as you have a process for surface prep and epoxy mixing, have a process for Day 1, Day 3, Day 7 follow-ups, etc. Consistency is key – remember, most sales happen after multiple touches, so don’t stop too soon. If after your planned sequence the prospect still isn’t responding, put them into a long-term nurture list (perhaps reach out again in a few months).

6. Personalize and Add Value Each Time

A system doesn’t mean robotic. Each follow-up touch should feel personal and valuable to the client. Reference your previous conversations or something specific they mentioned (like the fancy garage gym they want to set up on this new floor). Share information that helps them, such as a maintenance tip or a color suggestion based on what they liked.

Pro Tip: Get ahead of objections in your follow ups. I like to send a message like “There are a few reasons why people typically don’t move forward:

• Price is too high 

• You don't have enough information about what we can do for you

• You have a lower/better quote from someone else.
  
  

We can work with any of these to get you the best experience. Which one is it for you?”

This way, you’re not just saying “So, ready to buy?” each time – you’re building trust and demonstrating your expertise. 

7. Use Tools Wisely (Automation + Human Touch)

Leverage technology to help you stay consistent. Set reminders on your phone or calendar. If you have many leads, consider a CRM that can trigger follow-up emails or alerts. But don’t fully automate everything – a generic auto-email can never replace a genuine phone call or a tailor-made message. (We’ll talk more about balancing automation with the human element later on.) The goal of tools is to support your system, not replace your personality.

With a solid follow-up system in place, you’ll be catching leads that used to get away. But even with great follow-up timing and consistency, you’ll encounter clients with hesitations. The next piece of the puzzle is knowing how to overcome common objections that might be holding your prospects back. 

What Are Some Typical Objections You’ll Hear

Even when you follow up like a pro, potential customers will have concerns – voiced or unvoiced. Anticipating objections and addressing them confidently is what turns fence-sitters into customers. Below are some frequent buyer hesitations in the metallic epoxy flooring world, and how to counter them without sounding defensive or pushy:

Objection 1: “Your price is too high”

Why you hear this: Sticker shock; they received a cheaper quote; they don’t yet see the difference in value.

How to counter: First, don’t get defensive. Acknowledge the concern, then calmly communicate the value behind your pricing. Emphasize the quality of materials (industrial-grade epoxies, UV-resistant topcoats), your craftsmanship, and the longevity of your floors. 

Objection 2: “I need to think about it / talk to my spouse”

Why you hear this: This is often a polite stall. The prospect isn’t fully convinced or has unanswered questions, but they don’t want to decide yet. The main thing you need to do here is trust, but verify. Too many of you guys let the leads leave here, and you are finished. Good luck with that lead after that.

How to counter: Respect their need to consider – never try to force an immediate decision. Say something like: “Of course, it’s important to feel comfortable before moving forward.” Then, keep the door open. Ask if there’s any specific concern you can clarify while they’re thinking it over. Or ask them something like “What if your spouse was here, and loved the floor, would you be ready to move forward?” Sometimes this prompts them to share the real hesitation (Maybe it’s price, or maybe they will say something like “We’re also considering doing tiles, not sure which is better.”). Address whatever they reveal. If the spouse/partner needs to be involved, offer to hop on a quick call with both decision-makers to answer questions, that’s why you are standing in front of them after all. And always end the conversation by scheduling a follow-up. This way, you respect their process but also ensure it doesn’t fall off the radar.

Objection 3: “I got a cheaper quote from someone else”

Why you hear this: The client is price-shopping and trying to weigh options, or maybe using the info to see if you’ll price match.

How to counter: Acknowledge the reality always. Then, rather than bad-mouthing competitors, focus on what sets you apart. This could be: your specialized experience in metallic epoxy (versus a generalist who does many floor types), your warranty or guarantee, your customer reviews, or even aspects of your service (like thorough prep work, moisture testing, etc.). By highlighting quality and credibility, you’re giving them reasons beyond price to choose you.

Objection 4: “Not sure if epoxy is the right choice”

Why you hear this: The client might be undecided between different flooring options (tiles, stained concrete, plain epoxy, etc.), or they’re unsure about epoxy’s performance.

How to counter: Become an advisor. Ask what they’re concerned about – durability, appearance, maintenance? Then provide education and reassurance. Tailor your response to their specific worry. By educating, you build trust; you’re showing you care about the right solution for them, not just trying to make a sale.

Mastering these objection-handling techniques should give you confidence that you can address buyers’ fears head-on. But preventing objections is just as important. A lot of that comes down to how you communicate your value and quality from the start, without sounding like a slick salesperson. 

How To Communicate Superior Quality Without Sounding Pushy

You know your work is superior – but coming on too strong about it can turn prospects off. The goal is to educate and inspire confidence, not to boast or badger. Think of it as showing, not just telling. Here’s how to communicate your quality and value effectively during follow-ups (and initial calls) while keeping the tone friendly and authoritative:

Lead with Insights, Not Hype

Position yourself as an expert advisor rather than a salesperson. For example, when following up, share a quick tip or insight. By volunteering such insights, you demonstrate knowledge and subtly point out quality differences without directly knocking anyone. The prospect learns something useful and associates you with expertise and honesty.

Use Stories and Testimonials

Instead of you saying “our quality is the best,” let your past customers say it for you. Weave in a short success story during a follow-up. Storytelling is engaging and proves your quality through real-world examples. It doesn’t come off as bragging – it comes off as experience. Similarly, mention if you have review highlights: “A lot of our customers mention the attention to detail in reviews – we take a lot of pride in that.” Social proof backs up your claims and most of the time you just need to tell them, or show them. 

Invite Questions (and Be Ready to Educate)

Encourage prospects to ask anything about your process or materials. When they do, take the opportunity to educate. If someone asks, “What makes your process different?” you might explain the extra steps you take for surface preparation, the certifications your team has, or how you custom-blend pigments for a one-of-a-kind finish. By inviting questions, you show you’re confident in your quality (you have nothing to hide) and you pivot the conversation to concrete facts that highlight your superiority. Just be careful to explain in plain language, not technical jargon, unless the client is very technical. Clarity builds trust; confusion loses it.

Be Confident, Not Arrogant

Confidence is reassuring; arrogance is repelling. There’s a fine line. Use phrases that are self-assured yet customer-focused. This shows belief in your own service without dismissing the customer’s role. Avoid disparaging others (“nobody else knows what they’re doing” or “we’re the only good option in town”) – that often backfires. Instead, stay positive about what you bring to the table. When you exude quiet confidence and back it with knowledge, customers feel safe choosing you, not pressured.

Provide Options, Not Ultimatums

A subtle way to avoid sounding pushy is to present options or next steps in a collaborative way. By giving them a sense of control and choice, you’re positioning yourself as flexible and customer-centric. They don’t hear a push; they hear a partner. Often, this openness actually makes them more comfortable moving forward with the original plan, because they feel respected.

By communicating your quality in this consultative, confident manner, you’ll find prospects trust you more and object less. You’re effectively answering their unasked questions and concerns upfront. Now, as you implement all these strategies, there’s one more element that ties everything together: the human touch. In an age of automation, the personal connection you build is your ultimate advantage. (In our final section, we’ll discuss maximizing the human element in your follow-up process — and why a bit of strategy beats pure automation every time.)

Let’s Discuss the Human Element in Follow-Up 

In today’s world, we have email templates, auto-responders, CRM drip campaigns – a host of tools to automate follow-ups. But here’s the kicker: contracting is a people business. Homeowners and clients are trusting you with their space, often for a significant investment. To win that trust, you must maximize the human element in your sales process. This means using strategy and empathy first, and automation as a support. I already gave you guys an example of what my automation messages sound like, but here’s a break down on how to do it:

Be Human, Sound Human

This seems obvious, but it’s worth stating: make sure every touchpoint feels like it’s coming from a real person (because it is!). Use the client’s name, mention something specific they told you (like “Hope your daughter’s birthday party went great last weekend!” if they mentioned it). Such personal details show that you listen and care. Even if you’re sending a follow-up email using a template, take an extra minute to personalize the first couple of lines. Avoid overly formal language or “salesy” clichés. Write as if you’re talking to a neighbor you genuinely want to help. The more authentic you are, the more comfortable the prospect will feel engaging with you.

Leverage Automation Behind the Scenes

The best use of automation is to help you be more human. For instance, set automated reminders for yourself to follow up so you never miss a beat, or use a simple email sequence for long-term nurturing of cold leads that sends valuable content every few months. But any outward-facing communication that’s automated should still feel personal and timely. A good strategy is to automate the scheduling and reminders (so you never forget to call Mrs. Jones two weeks after her quote), but when the time comes, make that call yourself. If you use an email campaign, ensure it addresses common questions and reads like a friendly note, not a marketing blast. The automation should handle consistency; you handle the connection.

Show Empathy and Active Listening

During your follow-ups, really listen to what the client is saying (or not saying). If a prospect mentions a concern or a particular need, make that the centerpiece of your next follow-up. For example, if they were worried about how long the install will disrupt their schedule, your next email could be: “I was thinking about your concern regarding downtime. Typically, our metallic epoxy installs are completed in two days, and you can walk on it by day three. We can also do it over a weekend to minimize the impact on your workweek.” By addressing their unique concerns proactively, you show you hear them and care about their situation. This human touch builds rapport far better than any generic follow-up script ever could.

Adapt and Be Flexible

A rigid script or schedule might not fit every lead. Being human means being adaptable. If a client responds asking you to follow up in a month because they’re not ready now, do exactly that – and in a month, start by asking how their month went, not by jumping into a sales pitch. If another client seems to prefer texting over calling (they reply faster to SMS), then adjust and communicate on that channel. Your structured system should never feel like a prison; it’s a framework. Within it, you can flex to each prospect’s personality and preferences. This tailored approach is something automation alone can’t handle well – it requires your judgment and personal touch.

Don’t Over-Automate: Quality Over Quantity

Yes, sending 10 follow-ups might statistically increase conversions, but there’s a point of diminishing returns if those follow-ups feel spammy. It’s better to have 5 well-thought-out, genuine touches than 15 canned messages that annoy. Always ask yourself before a follow-up: “Is this providing value or care to the prospect, or just serving me?” Make it the former. For example, instead of a generic “Just checking in again…” for the fifth time, maybe send a link to a new blog post about “5 Tips to Maintain Your Epoxy Floor’s Shine” or a simple infographic about the epoxy installation process. Content like that is automated in that you have it ready, but it’s strategic because it’s useful. It keeps the conversation alive without you begging “ready yet? ready yet?”. In short, prioritize quality of interaction over sheer quantity.

By maximizing the human element, you differentiate yourself. Many contractors might send one impersonal email and then vanish. You’ll be the one who remembered them, who followed up with care, who offered help every step of the way. This is how clients start to feel, “You know, I just trust this person more than the others.” And trust wins deals.

You’ve now got the knowledge to build a powerhouse follow-up process that’s systematic and human-centric. Let’s wrap up by seeing how all these pieces work together to boost your close rate – and how you can take action on this training to transform your business.

From Follow-Up to Close – Tying It All Together

Closing more deals isn’t magic – it’s a result of doing the right things, consistently. Let’s connect the dots one more time: You identified why great contractors lose deals (often lack of follow-up, not lack of skill). You embraced a mindset shift that treats every quote as a nurturable opportunity, not a hail-mary. You calculated the steep cost of lost leads, realizing how much revenue can slip away without a good system. You learned how to build that system, step by step, so no lead is left behind. You practiced handling common objections with confidence and empathy, turning negatives into positives. You found ways to convey your quality and value that build trust instead of pushing prospects away. And you discovered the power of the human touch, ensuring that even as you scale your follow-up efforts, you never lose the personal connection that sets you apart.

Each piece of this process feeds the next: the right mindset drives you to build a system; the system gives you more chances to overcome objections; handling objections and communicating value lead to more trust; more trust leads to more closed deals and referrals. It’s a cycle of improvement that boosts your closing rate and your revenue.

The contractors who implement these steps will see a change. Picture your business six months from now: How many more jobs could you land if you diligently followed up with every single lead, if you skillfully addressed every concern, if no prospect ever felt ignored or pressured? The difference could be game-changing – we’re talking potentially doubling your close rate or adding tens of thousands in revenue, all from leads you already get. That is the power of refined follow-up.

Now, take action: Knowledge is only as good as what you do with it. It’s time to put this into practice. Build your follow-up schedule, craft your talking points for objections, maybe even role-play a call or two with your team. And if you want to implement an even more advanced, automated-yet-personal follow-up system, we’re here to help. This is what we specialize in – creating automated follow-up processes that feel human, catch all those leads that used to slip away, and keep your pipeline humming.

>>> Ready to transform your sales process and close more deals than ever? Book a call with us to see how we can tailor a follow-up system for your business that frees up your time while ensuring every prospect gets the attention they need. We’ll help you build a machine that amplifies your human touch, not replaces it. Let’s turn those lost leads into loyal customers and make your business growth truly skyrocket.