You checked the products, worked out the pricing and sent the quotation. Then nothing.

You follow up with “Any update?” Still no reply.

It’s easy to assume your price was too high. But silence can mean several things, and lowering your price may not solve any of them.

1. They needed a price, but weren’t ready to buy 🔍

Two buyers review an industrial quotation and discuss their purchasing requirements.
  • Budget planning: They needed an estimate to get internal approval.
  • Their own quotation: A contractor or reseller needed your price to quote their customer.
  • Supplier comparison: They may be checking whether their current supplier is competitive.
  • A delayed requirement: The project, purchase or maintenance work may have been postponed.

Before preparing the quote, ask: “When do you expect to need these items?” Their answer helps you understand how urgent the enquiry really is.

2. Your quote left questions unanswered 📋

A price alone may not give the buyer enough information to proceed.

  • Is the product available, and when can it arrive?
  • Is it the exact item requested or an alternative?
  • Are delivery charges included?
  • What are the payment terms and quote validity?

Make the buying decision easier. Clearly show the product, quantity, price, availability and delivery terms. If something needs confirmation, say so upfront.

3. Your follow-up gives them little reason to reply 💬

A salesperson follows up with a customer by phone while checking the quotation and delivery schedule.

“Any update?” asks the customer to do the work. A specific question is easier to answer.

Try a follow-up that fits the enquiry:

  • For an urgent requirement: “Do you still need delivery by Friday?”
  • For a possible price concern: “Would you like us to quote another brand?”
  • For a pending project: “Is this purchase still planned for this month?”
  • After repeated silence: “Should I keep this quote open, or has the requirement been put on hold?”

Only offer alternatives that meet their requirements. Avoid sending a discount before you know what is holding up the order.

4. Track the reason, not just the unanswered quote 📊

Review your last 20 unanswered quotations. For each one, check:

  • How long did you take to respond?
  • Did you know the customer’s expected purchase date?
  • Was anything missing from the quote?
  • Did you ask a useful follow-up question?
  • Is the outcome known, or still unclear?

Record simple outcomes: bought elsewhere, postponed, price issue, delivery issue or unknown. Keep “unknown” when you have no answer.

Over time, this helps you see where to improve. If delivery is the problem, a discount won’t fix it. If buyers are still waiting for approval, daily reminders won’t speed things up.

The next time a customer goes quiet, try to find out what is stopping the purchase before changing your offer.