A quote without a response is neither an order nor a refusal. When an SME decides to follow up a quote, it is looking for certainty: did the customer receive the quote, are there open questions, has the need changed? The art lies in rhythm and tone. Too early seems impatient; too late and a competitor gets there first. This guide shows when and how to follow up a quote, what the binding periods of the Code of Obligations mean for timing, which rules apply to advertising and data protection and how to organise follow-ups in everyday work.
Why follow up
Many quotes fail not because of a no but because of silence. The email is in the wrong folder, the person is on holiday, the budget still has to be clarified. A short follow-up shows interest and gives the customer an opportunity to ask questions. It also serves you: from a binding reply, even a refusal, you can plan. A quote that stays in the pipeline without an answer after its deadline, on the other hand, distorts your figures.
The right rhythm
A rhythm that has proved itself in practice is a recommendation, not a law:
- One week after sending: a short query as to whether the quote arrived and whether questions are open.
- Two weeks later: a second nudge with a new argument, such as a proposed appointment or a reference.
- Before the validity expires: a reminder of the date so that the customer is not surprised.
- After that, at long intervals: only if interest continues.
For larger orders, a call feels more personal than the third email. Change the channel, therefore. Above all, decide when it ends: someone who does not react to two follow-ups and a call has usually decided. Then close the case with a clear loss reason instead of keeping it open indefinitely.
What belongs in a follow-up
“Did you receive my quote?” is the weakest form. Better is an occasion that helps the customer:
- A specific question: “Shall I schedule the installation for January?”
- A clarification: “We can reduce the scope by the basement windows. Would that be an option?”
- A piece of information: “The delivery time of our manufacturer is getting longer from November.”
- An offer of a conversation: a fixed proposed appointment, not “get in touch”.
Keep it short, write formally and politely, make a single request and state the validity date. An example of the first query:
Dear Ms Berger, a week ago I sent you the quote for the window replacement work. Do you have any questions about the scope, the schedule or the prices? I would be glad to explain the items in a short conversation. The quote is valid until Friday, 30 October 2026.
Avoid pressure (“Today only”), promises that are not in the quote, and discounts as bait. Every promise made in a follow-up is a promise of the company.
Law: binding effect, silence, advertising, data protection
Being bound by the quote. A quote is legally usually an offer. If you set an acceptance deadline, you remain bound until it expires and are released if acceptance has not reached you before expiry (Art. 3 CO). Without a deadline, towards a person present, you are no longer bound if the offer is not accepted immediately; someone who telephones personally counts as present (Art. 4, paras. 1 and 2 CO). Towards an absent person, for example by email, you remain bound until you can expect the reply to arrive, if it was sent properly and in good time (Art. 5, para. 1 CO). For following up, this means: the best time lies within the deadline, because only then can acceptance still arrive in good time. If you do not want to be bound, you attach a corresponding statement to the quote (such as “non-binding”), or the reservation follows from the nature of the transaction or the circumstances (Art. 7, para. 1 CO). A revocation of the quote is effective only if it reaches the other party before or with the quote or is brought to their attention before they have taken note of the offer (Art. 9, para. 1 CO); check figures, therefore, before sending.
Silence is generally not acceptance. A contract requires matching mutual expressions of intent (Art. 1, para. 1 CO). Art. 6 CO provides an exception: if, because of the particular nature of the transaction or the circumstances, express acceptance is not to be expected, the contract is deemed concluded if the offer is not rejected within a reasonable time. Do not base your follow-up on this exception. Wording such as “If we do not hear from you, we will assume your agreement” is unnecessarily risky. Record acceptance expressly.
Changes. If the scope is adjusted, issue a new quote and state in it that it replaces the earlier one. Otherwise two prices stand side by side.
Advertising. The Federal Act against Unfair Competition (UWG) does not prohibit every email. It regulates mass advertising sent by telecommunications: it is unfair to send such mass advertising, without a direct link to requested content, without obtaining prior consent, without stating the correct sender or without referring to a simple, free way of refusing (Art. 3, para. 1 lit. o UWG). A personal query about a quote that the customer requested is something different from a serial email advertising further services; whether a query falls under the provision in an individual case depends on content and scope. If in doubt, seek legal advice. Two things cost nothing and protect: a clean sender and a clear way of receiving no further emails. The FDPIC states that the exception for existing customers requires a sale or a service provided. Someone who has only received a quote does not yet meet this condition.
Data protection. Someone who says they no longer want messages must be respected: processing against the express declaration of intent of the data subject counts as an infringement of personality rights (Art. 30, para. 2 lit. b DSG). You should not keep data of rejected or completed cases for ever; personal data that is no longer needed must be destroyed or anonymised (Art. 6, para. 4 DSG). Retention obligations remain reserved, for example for accounting vouchers (ten years, Art. 958f, para. 1 CO).
Practical example: Muster Fenster AG
Muster Fenster AG (fictitious) sends a quote on Thursday, 1 October 2026, to the Berger family, valid until Friday, 30 October 2026:
| Item | Description | Quantity | Price | Amount CHF |
|---|---|---|---|---|
| 1 | Replace windows, fixed price | 11 pcs | 1’450.00 | 15’950.00 |
| 2 | Installation, lump sum | 1 | 1’800.00 | 1’800.00 |
| Total excl. VAT | 17’750.00 | |||
| VAT 8.1% | 1’437.75 | |||
| Total | 19’187.75 |
VAT at the standard rate of 8.1 per cent (Art. 25, para. 1 MWSTG); more on this in the guide Swiss VAT return.
On Thursday, 8 October, the first query follows, and on Thursday, 22 October, the second. Ms Berger replies: the basement windows are to be dropped. On Friday, 23 October, Muster Fenster AG issues a new quote with ten windows and states that it replaces the first:
| Item | Description | Quantity | Price | Amount CHF |
|---|---|---|---|---|
| 1 | Replace windows, fixed price | 10 pcs | 1’450.00 | 14’500.00 |
| 2 | Installation, lump sum | 1 | 1’800.00 | 1’800.00 |
| Total excl. VAT | 16’300.00 | |||
| VAT 8.1% | 1’320.30 | |||
| Total | 17’620.30 |
The new quote is valid until Friday, 13 November 2026. On Tuesday, 10 November, the Berger family accepts. The order is CHF 1’567.45 smaller than the amount originally quoted (19’187.75 minus 17’620.30). The contract is concluded because the acceptance arrived before the acceptance deadline of the new quote expired (Art. 3 CO). The fact that the query still took place within the first deadline is what opened up this route.
Checklist
- Validity date in the quote, follow-up within the deadline
- Rhythm set: first query, second nudge, reminder before the deadline
- Every query with an occasion, a clear request and in formal, polite language
- No promises that are not in the quote
- Silence never treated as acceptance (Art. 6 CO)
- Amended quote expressly stated as replacing the earlier one
- Sender correct and a way to unsubscribe in place
- Wish for peace respected at once
- Clear end: after the last query, close the case with a loss reason
- A next step with a date for every open deal
How KMU | base helps
Sales | base records the next step for each deal and prepares follow-up emails as drafts.
1. Quote and deal. In the deal, you create the quote in Finance | base under “Quote, order, invoice”. After acceptance, you convert it into an order or invoice and see the status in the deal. You issue and send quotes and invoices in Finance; an order from an issued quote is issued directly on conversion. Sales never sends automatically (“Quote, order and invoice straight from the deal”).
2. Next step. You record a call, email, meeting, task and note as an activity with due date and duration (“Activities (call, email, meeting, task, note) with due date and duration”); in the deal, you plan them in the Activity tab. Under Sales › Deals, you filter by the working status “No next step” or “Step overdue”. The follow-up run creates a task for open deals without a step (“Exactly one next step per deal”); this applies when deal maintenance is switched on.
3. Follow-up sequence. Under Sales settings, in the Automation and follow-ups tab, you set the follow-up template: intervals in days (default 7 and 14, each from the last sending), then every 90 days, as well as salutation and stages without follow-up; every change saves a new version (“Follow-up sequences from templates”). Only one follow-up process is open per deal (“Idle lock”). Follow-ups go to the usable, non-blocked address of the contact person, otherwise to that of the company.
4. Check and release drafts. The run creates due follow-up cases with a draft. You find them under Sales › Cases with the classification “Follow-up”. Before sending, Sales checks interval, salutation, inadmissible promises and placeholders (“Quality check of drafts”). You adjust the text and release it; if the text changes, a new release is needed.
On the limits you should know: the follow-up run currently starts via the button “Run follow-up now” in the Automation and follow-ups area; there is not yet a scheduled run. The switch “Generate follow-up drafts” must also be switched on there. Follow-up emails go out only after your release, even if a switch for sending without release appears in the settings. A reply from the customer does not yet stop the follow-up by itself: close a follow-up case yourself if the customer has already replied.
The details of operation are in the Sales | base guide. An example of how to structure a quote is provided by the guide Write a quote. If you would like to try it yourself, take a look at the Demo or open a test account. You will find the current terms under Pricing; if you have questions, we will help you via the contact page.
Sources
- Code of Obligations (CO, OR, SR 220), Art. 1, para. 1, Art. 3, 4, 5, para. 1, Art. 6, Art. 7, para. 1, Art. 9, para. 1 and Art. 958f, para. 1, as at 1 October 2026: fedlex.admin.ch (German original), accessed on 27.10.2026.
- Federal Act on Value Added Tax (VAT Act, MWSTG, SR 641.20), Art. 25, para. 1, as at 31 March 2025: fedlex.admin.ch (German original), accessed on 27.10.2026.
- Federal Act against Unfair Competition (UWG, SR 241), Art. 3, para. 1 lit. o, as at 1 January 2025: fedlex.admin.ch (German original), accessed on 27.10.2026.
- Federal Act on Data Protection (DSG, SR 235.1), Art. 6, para. 4 and Art. 30, para. 2 lit. b, as at 7 July 2025: fedlex.admin.ch (German original), accessed on 27.10.2026.
- FDPIC: Advertising & marketing (page without a date), accessed on 27.10.2026.
This guide does not replace legal or tax advice. Information as at 27.10.2026.