Non-responsive prospects: what do you do with enquiries nobody replies to anymore?

Non-responsive prospects just come with the territory in catering: you send a quote or a proposal, and then it goes quiet. You get more replies by following up at fixed moments, alternating between email and calling per enquiry, and recognising when you're better off stopping. It comes down to timing, having something worth saying, and persisting without tugging at someone's sleeve.

Why don't prospects reply to your messages?

Prospects often don't reply because your message lands at the wrong moment, doesn't match what they're dealing with right now, or sinks under thirty other emails. The proposal being bad is rarely the reason. Timing plays a big role. The office manager who's just been through a move has no headspace for next year's Christmas dinner.

The reasons are usually mundane. Your email lands on a busy day, the subject line says nothing, or the content doesn't match their current needs. On top of that: the budget isn't settled yet, three people need to weigh in, or they're already talking to another caterer.

And sometimes it's down to the message itself. An email that could have gone to anyone, that's mostly about you, or that doesn't say what you actually want from them. Nobody sits there puzzling out the point, so it just sits unanswered.

How often can you follow up with a prospect without becoming pushy?

A workable follow-up schedule consists of a maximum of 5 to 7 touchpoints spread over 3 to 4 weeks. Your first follow-up goes out after 3 to 4 days, then you follow up after 1 week, 2 weeks and 3 weeks. That gives someone room to respond without you showing up every day.

The time between two follow-ups matters more than the number. Follow up too fast and it feels like pressure, wait too long and the client has forgotten you. Think about the working week and avoid Monday mornings and Friday afternoons. For businesses, Tuesday to Thursday between 10:00 and 16:00 usually works best.

Also pay attention to when you should stop. If someone says they're not interested, that's an answer, and you leave it there. If you've still heard nothing after 5 to 7 follow-ups, it's done. Do send one more message saying this is your last one unless they get in touch. Surprisingly often, that still gets a reply.

Which channels work best when following up with a prospect?

Email remains the handiest channel for a follow-up, because it doesn't interrupt and someone can reply whenever suits them. It also makes it easy to look back at which follow-up you sent when. Keep the subject line clear and the message short.

Calling works when there's urgency or you already know the prospect. It's more direct, but it also interrupts. So use the phone selectively, for example after 2 to 3 email follow-ups. Call at a time the other person probably isn't in a meeting, and keep it short.

LinkedIn can work well with business clients, especially if you share something useful rather than a sales pitch. A personal message on LinkedIn often feels less like selling. Only use WhatsApp or text if you've agreed to that: too personal for a first contact, fine with clients you've been serving for years.

What should you write in a follow-up message that actually gets read?

Start with a subject line that sparks curiosity without overdoing it. For example: "Question about your catering needs for Q1" or "Idea for your next office party". Avoid subject lines like "Follow-up" or "Still interested?", because they say nothing.

Keep your follow-up short. One line about your previous contact, one thing that's new (a tip, a seasonal suggestion, something you noticed), and a simple question at the end. For example: "Hi [name], I saw you've just opened a new location. Have you sorted anything for the opening yet? I can send over a few ideas that work well for that."

Write every follow-up for that one prospect. Mention their business, something going on for them, or what you talked about last time. A prospect can tell within two lines whether this message went out to a hundred people, and if so, they're gone.

How do you recognise when a prospect genuinely isn't interested?

Sometimes it's clear: they say they're not interested, ask you to stop emailing, or tell you they already have a regular caterer. Respect that straight away and thank them for letting you know. That saves you time, and it keeps the door open for two years from now.

More often it's subtler. Silence after several follow-ups, three-word replies with no question back, or being passed to a colleague with no further explanation. Someone who keeps pushing things back or stays vague about the date is also, politely, saying no.

Also look at what someone actually does. If your emails get opened but never answered, or someone is active on LinkedIn while your message sits untouched, interest is low. Trust your gut: if it feels like you're pushing, it's time to stop.

Which follow-up strategy works best for catering businesses?

In catering, it's all about the calendar. You start talking about Christmas drinks in September, summer parties in March, staff outings in January. Line your follow-up up with those moments, and you'll call a prospect right when they're already thinking about it anyway.

Tie in with what's happening at the client. A move, an anniversary, a new location or a trade show in their industry are all good hooks. "I saw you're celebrating 10 years, congratulations. Do you have any plans for a party yet?" reads very differently from "just circling back on my previous email".

Every now and then, put something useful in your follow-up. How many canapés you budget per person for a two-hour drinks reception, what's working well this season, or how other businesses handle their Christmas drinks. That shows you know your trade, rather than that you're only trying to sell. For example: "Here's a checklist for planning catering at an office party", followed by a low-key question about their needs for the coming season.

Use your quotes as a reason to reach out. Refer to a similar event you've done, without naming clients. That lets a prospect picture what you'd put together for them.

Prospects who don't reply come with the job, but fixed follow-up moments get you further than sending lots of messages. Focus on timing and on having something worth saying, not on numbers. In Catermonkey you see, per quote, when you sent it, whether it's been viewed and when your follow-up is due, so an enquiry doesn't quietly sit in your inbox. If you want to see how that fits your way of working, get in touch with us.

Frequently asked questions

How can I keep track of which prospects I've already contacted, and when?

Track, per prospect, when you had contact, through which channel and what came of it. You can do that in a spreadsheet, but it's a lot quicker if you note it right on the quote itself. Add a reminder straight away for your next follow-up, and you won't forget anyone, or call the same person twice in the same week.

What do I do if a prospect suddenly replies to an old follow-up after months?

That happens more often than you'd think. Just reply, pleased and businesslike, refer briefly to your earlier contact and ask how things stand now. Their timing might be exactly right, for example because the budget's there now. Treat a prospect like this as a new enquiry, and ask about their current needs rather than repeating your old proposal.

How do I adapt my follow-up for different types of prospects (small businesses vs. large organisations)?

Small prospects decide faster, so you can follow up at shorter intervals. At large organisations more people need to weigh in, so you work with longer gaps. For those bigger prospects it helps to send something about their specific needs, such as how you handle catering for 300 people across two shifts, or how you split a budget per department.

Which mistakes should I absolutely avoid in my follow-up messages?

Long messages that take effort to wade through, messages that only talk about your business, and pressure tactics like 'last chance' or 'this week only'. Sending the same follow-up to everyone is the most common mistake. Prospects spot that straight away, and they click away faster than they would with an email that's clearly written for them.

How do I handle prospects who say 'call me back later' and then don't pick up?

Try once more at a different time, then send an email noting that you called as agreed. Offer two times that work for you, or ask whether email suits better. Sometimes 'call me later' is a polite way of saying no. After that, leave the ball in their court.

Should I stop following up if a prospect opens my emails but never replies?

No, opening it is a good sign: there's enough interest to take a look. Carry on with your usual follow-up, but take a different approach. A different subject line, a question instead of information, or a different time of day. After 5 to 7 attempts, send a final message asking whether there's still interest.

How can I automate my follow-up without losing the personal touch?

Automate the reminders, not the messages. Work with a few standard openers that you adapt per client with their name and something relevant to them. That way a follow-up takes you two minutes instead of ten, and it still reads like you just typed it.

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