Steve Pickering, the ‘unorthodox’ CEO of South East independent bed retail chain Sussex Beds, admits that 80% of the business’ quotes don’t convert into sales – and that’s a significant opportunity for anyone willing to do the follow-up work, he writes …
In our business, converting in-store sales is always the number-one goal. We all know that when a customer walks through our doors, it’s crucial to aim for a sale on the spot. However, we also understand that for many reasons, making an immediate purchase isn’t always possible for our customers.
This is where quoting comes in. Here’s the opportunity – statistics show that 80% of our quotes don’t lead to a sale. That might sound frustrating, but think of it as untapped potential. Every quote we give represents a lead – a customer who is interested enough to consider buying.
But how many times do we really follow up? The truth is, this is where we’re leaving money on the table. The fact that these customers have shown interest is half the battle won.
Despite the obvious potential, many team members feel hesitant about following up on quotes. There’s often a fear of being seen as pushy or annoying, leading to a reluctance to pick up the phone or send that email.
To assist the team, we developed an internal training programme covering all aspects of quotation importance, opportunity and management. The results have been impressive – quotation conversions increased by +10%, which means 22% of quotations now turn into sales. Excitingly, this still leaves 78% not converting into sales – lots more room for improvement.
The follow-up is not just an extra task – it’s an opportunity. For the customer, it provides clarity, support, and a sense that we truly care about helping them find the right bed or mattress for their needs. For the business, it’s a chance to increase sales, gain valuable feedback, and build long-term relationships with our customers.
What’s your experience with following up on quotes? Have you found any strategies particularly effective?
Discover more of Steve’s thoughts in his blog.
