How to Follow Up on a Sales Proposal (the Right Way)

Sending a proposal isn’t enough. Most deals require multiple follow-ups to close. But success depends on more than just persistence. In this guide, you’ll learn how to follow up with confidence: when to reach out, what to say, and how to use tools like Proposify to follow up smarter.

Think Sending a Well-Crafted Proposal is Enough to Seal the Deal?

Not quite. According to IRC sales solutions, only 2% of sales happen at the first point of contact. That means the other 98% require follow-up, often more than once.

But follow-ups are tricky. Reach out too soon, and you risk coming off as desperate. Wait too long and the deal slips through the cracks. Say the wrong thing or worse, nothing valuable, and you’re ignored.

The truth is, a great follow-up can revive a cold lead, nudge a stalled conversation forward, and turn “maybe” into “let’s do this.”

Here, we’ll break down the art and science of following up on proposals, when to reach out, what to say, and how to use tracking tools to follow up with confidence.

Let’s get into it.

Why Listen to Us?

We’ve helped thousands of sales teams send stronger proposals, follow up with purpose, and close deals faster.

This guide pulls from real-world data and proven strategies used by winning teams to follow up with confidence.

Why Following Up on a Proposal Matters More Than You Think

Sending the proposal isn’t the finish line. It’s just the start of the next phase. Here’s why following up is more important than you think:

Winning Proposals Rarely Close on the First Send

Only 2% of sales happen on the first contact. The remaining 98%? They require follow-up, usually more than once. And the proof is in the proposals: Proposify data shows that when more than one stakeholder views a proposal, the close rate doubles. So if you’re giving up after one or two attempts, you’re likely walking away from deals that still have life.

The surprising part? Nearly half of reps stop short. 48% never make it to the second follow-up. Not because the opportunity is dead, but because they hesitate. They don’t want to seem pushy. Or worse, they simply don’t know what to say next. This is your window to stay consistent while competitors stay quiet.

Buyers Expect (and Respect) Persistent Follow-Up

Contrary to what you might think, most prospects aren’t annoyed by multiple touchpoints. In fact, 75% of online buyers expect 2 to 4 follow-ups before they make a decision. So if you’re holding back to avoid being annoying, you might be doing more harm than good.

How to Follow Up on a Proposal

Following up doesn’t have to be complicated, but it does need to be thoughtful. Here’s a strategic breakdown of how to follow up on a proposal effectively.

1. Set the Follow-Up Foundation Before You Send

The follow-up doesn’t start after you hit send; it starts before. 

How you build and deliver your proposal sets the tone for every interaction that follows. If you’re still sending static PDFs and hoping for the best, you’re leaving deals to chance. But with a smart proposal platform like Proposify, you can stay two steps ahead from the start.

Here’s how to lay the groundwork for an effective follow-up:

Send a Proposal That’s Built to Be Tracked

Instead of tossing a document into the void, send a proposal that gives you visibility. Proposify tracks who opens it, when they open it, how often, and even which sections they spend time on. So when it’s time to follow up, you’re not guessing, you’re responding to real buyer behavior.

Turn on “Identify to View”

Activate Proposify’s ‘’Identify to View’’ setting to require viewers to enter their name and email before accessing the proposal. This helps you track exactly who’s engaging, so you can identify decision-makers early and tailor your follow-up accordingly.

Set Expectations Upfront

If possible, tee up the follow-up before you even send the proposal. A simple line like:

“Once you’ve had a chance to review, I’ll check in tomorrow to see if you have any questions or want to walk through the numbers together.”

…goes a long way.

2. Know When to Follow Up for the Best Results

Timing can make or break your follow-up. Reach out too early and you risk seeming overeager. Wait too long, and the deal may go cold. But when you're using a proposal platform like Proposify, you don’t have to rely on gut instinct—you can base your decisions on data.

Before we dive into specific timing strategies, watch this breakdown of the critical timelines that separate winning proposals from losing ones:

Now, here’s how to time your follow-ups with purpose:

Use Engagement Insights to Guide You

Proposify shows you exactly when a proposal is opened, how often it’s viewed, and which sections get the most attention. That information tells you when to follow up and what to focus on.

For example:

• If it’s been viewed multiple times in one day, there’s clear interest. Reach out while it’s top of mind.
• If it was opened once and then nothing, give it a day or two before checking in.
• If it’s gone cold for a week, it’s time for a thoughtful re-engagement.

Skip the “Just Checking In” Message

Generic follow-ups get ignored. Instead, use your insights or add value. For instance:

“I wanted to see if you had any questions after reviewing the pricing breakdown. Happy to hop on a quick call if it helps.”

Timing Tips (When You're Working Without Tracking)

If you don’t have access to viewer data, here’s a general follow-up cadence:

• First follow-up: 1–2 days after sending
• Second: 3–4 days later
• Third: 5–7 days after that

With each message, provide a reason to re-engage—answer a common question, offer to clarify a section, or suggest a quick call.

3. Craft a Message That Invites a Response

This is where many follow-ups fall flat. A weak message sounds like you’re chasing. A strong one sounds like you’re helping.

Forget the old playbook. You don’t need to ask if they saw the proposal; you already know. You don’t need to ask when to call; you’ve got insights. The goal isn’t to nag; it’s to add value and move the deal forward.

Here’s how to write follow-ups that spark replies and respect the process:

Lead with Relevance, Not Routine

Skip subject lines like “Following up” or “Checking in.” They scream “low-effort.” Instead, use a subject that creates curiosity or offers value, like:

• “Thought this might help with [pain point]”
• “A quick idea before our next chat”
• “Saw this and thought of your team”

Start your message with empathy and relevance

“Hope the week’s been good. Last time we spoke, you mentioned wrapping up a meeting with your supplier. Curious how that went.”

It shows you’re paying attention and not just pushing for a sale.

Tie Back to Their Challenge

Effective follow-ups reconnect the dots. Reference a challenge they shared or a goal they mentioned:

“You mentioned your team’s looking to streamline onboarding. Wanted to share a quick resource that might help while you review the proposal.”

This signals you’re not just following up, you’re still thinking about them.

Deliver Value, Not Pressure

Offer something useful: a case study, a quick-win idea, a relevant connection, or even a missed detail (“Forgot to add this to the proposal…”). These small touches build trust and credibility.

“Just realized I didn’t include our guarantee in the original doc. Here’s a quick overview.”

Or:

“Thought you might like this case study. Client had a similar challenge, and it might spark some ideas.”

This kind of follow-up doesn’t feel salesy. It feels like part of the solution.

Guide the Next Step (Gently but Clearly)

Wrap with a low-friction CTA:

“I’ll give you a quick call tomorrow at 4 PM in case any questions come up, but feel free to reply here if that’s easier. In the meantime, here’s that resource I mentioned.”

That kind of sign-off shows initiative without being pushy and lets them know what to expect.

Set a Specific Follow-Up Timeline (Don't Leave It Vague)

One of the biggest mistakes in follow-up is being too vague about next steps. Instead of saying "I'll follow up soon," give your prospect a specific day and time when they can expect to hear from you.

Watch how this Proposify account executive closes out a proposal call:

Notice how he doesn't just say "I'll be in touch." He says "If I don't hear from you by tomorrow, maybe I'll just reach out Friday morning and we can have a chat then." 

This:

• Sets clear expectations for both sides
• Removes the awkwardness of "surprise" follow-ups
• Shows professionalism and organization

4. Use Automated Reminders (But Don’t Rely on Them Alone)

Automation is a lifesaver, especially when you’re juggling multiple deals. With a platform like Proposify, you can schedule reminders, track engagement, and keep proposals from slipping through the cracks. 

In fact, automated reminders have been shown to increase proposal close rates by 5%.

But while automation is powerful, it works best when it supports your strategy and not replaces it.

Use Automation to Stay Top of Mind

Prospects get busy. You do too. Distractions happen. A few well-timed reminders can keep your proposal in focus without feeling intrusive, and automation means you’re following up without fail.

Modern proposal tools let you move beyond basic time-based follow-up cadences like we discussed earlier. Instead, you can use proposal tracking and analytics data to time your follow-ups based on prospect behavior.

For example, you can set up rules that:

• Send reminders when a proposal has 0 views X days after sending
• Send a nudge when a proposal has no responses in X days despite having views
• Send alerts when views have stalled

Speed Things Up with Follow-Up Templates

No time to draft a thoughtful message from scratch? Create a few templates for common follow-up scenarios so you can respond quickly and stay relevant. For example:

• If the proposal hasn’t been viewed in 3+ days
• If it’s been opened 3+ times but no decision yet
• If it’s been over 10 days with no movement

Proposify lets you build and store custom follow-up templates right inside the platform. So when it’s time to reach out manually, you can select, personalize, and send in seconds.

Step In When It Matters Most

Automation handles the routine. But you handle the relationship. When someone re-opens a proposal after going quiet, or when a new stakeholder enters the mix, ditch the default message and send something personal:

“Noticed you revisited the proposal this morning. Let me know if anything needs more clarity. Happy to jump on a call.”

These moments call for a human touch.

Best Practices for Following Up on a Proposal

Following up on a proposal is building momentum, keeping the deal alive, and showing the prospect that you're committed.

Here are key best practices to help you follow up with more impact:

1. Time Your Follow-Up to Buyer Intent, Not Your Calendar

Yes, you can use schedules (1 day, 3 days, 7 days), but the best follow-ups respond to buyer behavior. Did they re-open the proposal twice in one day? Reach out now. Haven’t opened it in a week? Reframe your message accordingly. Let engagement guide your outreach, not arbitrary timers.

2. Every Follow-Up Should Offer Something New

Each follow-up should give the recipient a reason to open it. If your message simply repeats what you said before, it becomes background noise. Instead, use every touchpoint to add something new: a relevant insight, a quick win, a reminder of how your solution aligns with their goal. This helps build trust and create momentum. 

3. Vary the Medium

If you're not getting traction via email, it might be time to switch channels. A quick video message, a short voice note, or even a thoughtful LinkedIn DM can reset the energy in a conversation. Sometimes changing the format is all it takes to re-engage someone who’s gone quiet. 

4. Mention Their Priorities

Avoid phrases like “Just checking in” or “Wanted to see if you had any updates.” Instead, speak to their world:

“Last time we spoke, you mentioned getting internal buy-in. Has that moved forward?”

“I had an idea for how to fast-track your team’s onboarding—want me to share?”

This frames the follow-up around helpfulness, not pressure.

5. Use a “Soft Close” to Drive a Decision

When a deal lingers too long, consider a non-confrontational close:

“If now’s not the right time, no problem at all. Just let me know and I’ll close the loop on my end.”

This often gets a response, either a yes, a no, or clarity on what's holding things up. All wins.

6. Track Everything (Even the No-Shows)

Great follow-up gets better with practice and with data. Track how often your follow-ups convert, which messages get replies, and where deals tend to drop off. Patterns will emerge. Maybe your third message is too soon. Maybe your subject lines fall flat. Maybe certain industries respond better to calls than emails. The point is: don’t just follow up, study what’s working.

7. Always End with a Clear Next Step and Mutual Commitment

The strongest follow-ups create momentum with specific next steps. Every meaningful interaction should end with a clear action plan that both you and your prospect commit to.

Instead of ending with vague promises like "I'll circle back soon," be specific:

"I'll send over that case study we discussed by Thursday morning. Can you check with your team about budget approval by Friday so we can finalize next steps on our call next Tuesday at 2 PM?"

Nothing kills deals faster than failing to follow through on commitments.

Close More Deals with Smarter Follow-Ups

Following up is where deals are won. With the right timing, message, and tools, you can stay top of mind without overthinking it.

Proposify makes it easier with real-time tracking, automated reminders, and follow-up tools that keep your proposals moving. Get started with Proposify.