You walked the job, took measurements, discussed the client's vision for their conference room or home theater. The prospect was excited. You shook hands, promised a proposal "in a few days," and left. Then... crickets. Three weeks later, they've signed with someone else. Here's why this keeps happening—and how to fix it.
The Black Hole Between Site Survey and Proposal
Most AV companies treat the site survey like the finish line when it's actually just the starting point. The prospect is hot. They've taken time out of their day to meet you, show you the space, explain what they need. Their interest level is peak. And then you go dark for 5-10 business days while you "work up the numbers."
During that silence, three things happen:
1. The prospect cools off
Enthusiasm fades fast. What felt urgent on Tuesday feels optional by the following Monday. They start second-guessing the budget. Maybe they don't really need that projector upgrade. Maybe they'll wait another quarter.
2. Competitors fill the void
While you're silent, your competitor emails them that same afternoon: "Great meeting you today—here's a rough ballpark estimate to get us started, and I'll have a detailed proposal to you by Friday." Guess who wins trust? The one who stayed in touch.
3. You forget the follow-up
You finish the proposal Thursday night, plan to send it Friday morning, then a tech calls in sick and you're on a job site all day. The proposal sits in your drafts folder until Monday. By then, the prospect has mentally moved on or already chosen someone else.
The 24-Hour Rule
AV companies that send something within 24 hours of the site survey close 40%+ more projects than those who go silent for a week. It doesn't need to be the final proposal—a ballpark estimate, a follow-up email summarizing what you discussed, or even a quick "working on your numbers, expect something by Friday" keeps you top of mind.
What Automation Fixes
Post-survey follow-up shouldn't depend on your memory or availability. Here's what good automation does:
Same-day acknowledgment email
As soon as you mark the site survey "complete" in your CRM, the prospect gets an email: "Thanks for showing me the space today. I'm putting together a detailed proposal covering [specific items discussed]. Expect it by [date]." Personal, professional, immediate.
Proposal delivery reminders
If you promised a proposal by Friday and it's Thursday afternoon, you get an alert. No more "I forgot to send it" losses. The system keeps you accountable.
Post-proposal check-ins
Three days after sending the proposal: automated check-in. Seven days: another nudge. If they open the proposal multiple times, you get alerted—they're interested, call them now. None of this requires you to remember or manually track.
You're Not Losing Projects Because of Price
Most AV companies assume they lost to a cheaper bid. Sometimes that's true. But more often, they lost because someone else stayed present while you disappeared. The competitor who checks in consistently, delivers proposals fast, and follows up without being pushy wins—even at a higher price point.
The gap between site survey and signed contract is where projects are won or lost. If your follow-up process is "I'll try to remember to email them," you're losing deals before you ever see the rejection.
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