Proposal-to-contract rate
The main measure of whether follow-up is working.
Event and catering companies · Quote and estimate follow-up
Turn more sent proposals into signed contracts
Many event proposals get no reply at all. The couple is comparing three caterers, the corporate planner is waiting on budget approval, or the email went to spam. Meanwhile, a tentative hold blocks a Saturday in June that another client wants. Without consistent follow-up, the team does not know which proposals are alive and which dates are really available.
How it often works today
- Proposals are sent and then forgotten until the client replies, so many leads go quiet without anyone asking why.
- Tentative holds on popular dates sit for weeks without a signed contract, blocking other inquiries for the same Saturday.
- Follow-up emails are written one at a time when the sales manager remembers, which happens less often during peak season.
- Lost proposals are not tagged with a reason, so the team cannot tell whether it is losing on price, menu, availability or speed.
We would set up a follow-up sequence for routine proposals, flag high-value or time-sensitive ones for a personal call, and track date holds with clear expiry dates. The sales manager decides when to release a hold, offer a change or let a proposal go. Nothing changes in a client's terms without them.
The improved workflow
Track every open proposal
Each sent proposal is visible in the event platform with its sent date, event date, value and any hold, so the sales manager sees the open pipeline at a glance.
Send timed, personal follow-ups
Follow-ups go out from the sales manager's address at set points, such as three, seven and fourteen days, referencing the event date and offering a call or tasting.
Manage date holds with expiry dates
Tentative holds carry an expiry date, and the client is reminded before it lapses. The sales manager decides whether to extend or release it.
Flag high-value proposals for a call
Proposals above a set value, or for in-demand dates, appear on a daily call list instead of relying on email alone.
Record why proposals were lost
When a client declines or goes silent, the sales manager tags a reason, building a picture of where the business wins and loses.
How we deliver this: AI automation for small business or fractional CTO leadership, scoped in writing and run over 90 days. See pricing or the sample scope.
What we would measure
Days from proposal to signed contract
Shorter cycles free dates and reduce uncertainty for scheduling.
Expired or released holds
Shows how much calendar was blocked by proposals that never signed.
Lost reasons by category
Helps decide whether to adjust pricing, menus or response speed.
Where people stay in control
- Follow-ups never offer discounts or change terms on their own; any price change is decided by the sales manager.
- Holds are released only by staff, and clients are told clearly when a hold is about to expire.
- Clients who ask to stop receiving follow-ups are removed immediately, and messages respect email consent rules.
Example
Illustrative: a venue and catering company
For example, a venue with in-house catering sends about 60 proposals a month and signs around 15. Roughly half of the rest never get a second follow-up. Adding a three-step sequence, hold expiry reminders and a daily call list for proposals over $15,000 could lift signed contracts. Even two more contracts a month at an illustrative $12,000 average is $24,000 in monthly bookings.
Tools typically involved
What the first 30 days look like
In the first 30 days we would review a season of proposals for conversion, time to signature and hold usage, interview the sales team about follow-up habits, draft a sequence and hold policy with the owner, and pilot it on new proposals.
Common questions
How many follow-ups are too many?
Three over two to three weeks is a common pattern, each adding something useful such as a tasting invitation or an answer to a common question. After that, a final note asking whether to close the file is polite. We would watch replies and unsubscribe rates to tune it.
Should we require deposits to hold dates?
Many venues and caterers do, often converting a hold into a booking only with a signed contract and deposit. It reduces blocked dates but can slow decisions. It is a business policy choice. We would help you track holds clearly whichever policy you choose.
Can this tell us why we lose proposals?
Only if someone records it. A short reason tag when a proposal closes, plus an optional question to the client, gives useful data within a season. Over time you can see whether losses come from price, menu fit, availability or slow replies.
The business case
Does it pay for itself?
Illustrative defaults for an event company. Replace them with your numbers.
What this workflow costs today
a month in staff time, before any lost sales
Monthly fee + assumed tools +
Break-even: new clients a month (at first-year value)
Or: staff hours recovered and redeployed
Break-even additional revenue
Value of +1 point of win rate
First 90 days, service fee
Worth a closer lookTest the assumptions
Illustration only, not a forecast or guarantee. Recovered staff time becomes a cash saving only if spending actually declines or the time goes into paid work. Tool costs are an assumption; we replace every number here with yours before recommending a scope.
Quote and estimate follow-up in other industries
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Quote and estimate follow-up: full guide
Related guides
How to scope an automation projectYour first 90 days with a fractional tech leadHow to automate lead follow-up without losing the personal touchHow to speed up proposals without cutting corners
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