Solar Lead Follow-up Cadence That Converts

Most solar leads don't close on the first contact. They close on the third, or the fourth, or on a quiet Tuesday when the customer gets their electricity bill and finally decides enough is enough. The EPC that was consistently in their WhatsApp inbox gets the deal. The one that sent a proposal and disappeared gets nothing.

The 2-7-14-30 Follow-up Cadence is a simple framework with four touchpoints, at Day 2, Day 7, Day 14, and Day 30 after the proposal is sent. It is a suggested schedule, not a measured result, so adjust it to what your own lead conversion numbers show.

This guide gives you the exact messages, WhatsApp templates, call scripts, and email fallbacks, for each touchpoint. These aren't generic "follow-up" messages. Every template is calibrated for the Indian solar buyer's decision timeline and uses the PM Surya Ghar subsidy as a natural source of urgency.

For the full lead management system that this cadence sits inside, see the pillar guide on how to manage solar leads, the complete Indian installer guide.

Why 2-7-14-30, the logic behind the cadence

The 2-7-14-30 cadence is not arbitrary. It maps to four distinct decision states that Indian residential solar buyers pass through after receiving a proposal, a progression based on typical buyer behaviour (our working assumption, not measured data).

The 2-7-14 cadence covers what we assume is the active decision window, which will differ by customer, so treat the days as a starting point. Day 30 is the "late decider" window, buyers who need a salary cycle or bonus to commit, or who were close but got distracted.

Before the cadence starts, the first 24 hours

The 2-7-14-30 sequence only works if the early steps happen on time. Four habits matter before Day 0.

Call the new lead within five minutes. A lead from Facebook, IndiaMART, JustDial or your website is often messaging other installers at the same moment, and the first one to speak to the customer sets the terms of the comparison. If nobody can take a proper call, make it a 90-second one: "Namaste, I received your enquiry, I am with a customer right now, can I call you back in 20 minutes?" Or send an instant WhatsApp from the business number saying the team will call within 30 minutes. Either holds the customer's attention until the real conversation, and if a caller rather than the rep has that conversation, a telecaller handover card stops the customer being asked everything twice.

Send the proposal the same day as the site visit. Interest peaks while you are still on the property. For a standard residential system the calculation is routine, so log the roof details, shading, bill and DISCOM in the CRM during the visit, generate the proposal, and send it on WhatsApp before you leave the area or within a few hours.

Follow up within 24 hours of sending. A short call confirms delivery, invites questions and lets you mention a real subsidy timeline if there is one. Something like: "I sent you the proposal yesterday. Did you get a chance to look at it? Any questions on the system or the subsidy amount?"

End every conversation with a booked next step. "I will get back to you" is not a next step, from either side. Ask: "When would be a good time for me to follow up once you have talked to your family, Thursday evening or Saturday morning?" Lock it in and log it in the CRM straight away. The customer then expects your call, so you are arriving as agreed instead of interrupting.

Day 0, Sending the proposal (the setup for Day 2)

The Day 0 proposal send is not just a PDF delivery, it's the setup for the entire follow-up sequence. How you send the proposal determines whether the Day 2 message feels like a natural continuation or an intrusive interruption.

Day 0 WhatsApp message (accompanying the proposal PDF):

"Hi [Customer name], great meeting you at [address] today! I've put together your solar proposal as discussed, it covers the [X kW] system we discussed, the PM Surya Ghar subsidy calculation, and your estimated monthly savings.

Key numbers: System: [X kW] | Subsidy: ₹[amount] | Your net cost: ₹[amount] | Payback: [X] years

The full details are in the PDF attached. Please have a look when you get a chance, happy to answer any questions., [Rep name], [Company name]"

The "key numbers" line in the message is critical, it puts the headline financial case directly in the WhatsApp message body so the customer sees it without even opening the PDF. That way the customer sees the headline case without opening the PDF.

For the full proposal creation workflow, see how to make a solar proposal PDF.

Day 2, The curiosity window (WhatsApp message + call option)

Why Day 2: The customer has had 48 hours to read the proposal. Their questions are forming but haven't crystallised into objections yet. Day 2 is the best moment to invite questions, you're helpful, not pushy, and you reach them before the comparison shopping intensifies.

Day 2 WhatsApp template:

"Hi [Name], I wanted to check if you had a chance to look at the solar proposal I sent on [day]. If you have any questions about the numbers, the subsidy calculation, the yield estimate, or the DISCOM (electricity board) application process, I'm happy to walk you through it.

Also: if your electricity bill from [DISCOM name] is different from what we estimated, share it with me and I can update the savings calculation., [Rep name]"

Why this works: The bill mention is a concrete action item, it invites the customer to share something, which creates a two-way exchange that moves them from passive reader to active participant. A customer who shares a bill is engaging, and that is a good sign.

Day 2 call script (if the customer has seen your message but hasn't replied to WhatsApp):

"Hi [Name], this is [Rep name] from [Company]. I sent you the solar proposal on [day], just wanted to check if you had a chance to review it and if you had any questions about the system or the PM Surya Ghar subsidy calculation.

[Pause, let them talk]

[If they have questions]: "Happy to go through that right now, let me pull up the proposal..." [If no questions yet]: "No problem at all. I'll send you a quick note later this week with some information about the subsidy application timeline in [area]. Take your time."

Day 7, The comparison window (value-add message)

Why Day 7: By Day 7, most residential solar buyers have collected 2–3 quotes. They're in comparison mode, looking for a reason to choose one vendor over another. Price is the most obvious differentiator, but it's the wrong one to compete on. The Day 7 message adds information value that competitors haven't provided.

Day 7 WhatsApp template, subsidy urgency angle:

"Hi [Name], following up on the solar proposal I shared last week. A quick note: PM Surya Ghar subsidy applications are made on the national portal, and the DISCOM has to inspect the system before the subsidy is released, so starting the paperwork early gets your installation date earlier.

[Company name] is registered on the PM Surya Ghar National Portal. If you'd like to start your application, we can process it as soon as you confirm the booking.

Happy to walk you through the portal steps. Just reply 'yes' and I'll set it up., [Rep name]"

Day 7 WhatsApp template, social proof angle (for areas where you have recent installs):

"Hi [Name], I wanted to share something useful, we recently commissioned a [X kW] system for a family in [same locality/area] who was in a similar situation to yours (₹[similar bill] electricity bill, [similar roof size] sq ft available).

Their final cost after subsidy was ₹[net cost], and they received the PM Surya Ghar subsidy in [X days]. I can connect you with them if you'd like to ask about their experience., [Rep name]"

Day 7 call script (for warm leads who have engaged with the proposal):

"Hi [Name], I wanted to follow up with something specific about your proposal. In [their DISCOM area], the net metering application window typically takes [X weeks] to process, if you want your system commissioned before [festival/season/month], this week is actually the right time to confirm the booking and start the DISCOM paperwork.

[Pause]

I can send you the checklist of documents needed for the PM Surya Ghar application. Want me to send that now?"

Day 14, The decision gate (last-call message)

Why Day 14: By Day 14, a customer who is going to buy within this cycle has usually made their decision or is on the verge of it. Those who haven't are either genuinely busy, genuinely undecided, or have already gone with a competitor and are too polite to say so. The Day 14 message creates a soft close, a natural endpoint that forces a decision without pressure.

Day 14 WhatsApp template:

"Hi [Name], I'm reviewing my open proposals this week and wanted to check in one last time about the [X kW] solar system for [address].

If you'd like to move forward, I can have a contract ready today and we can start the DISCOM and PM Surya Ghar application process this week.

If the timing isn't right now, no problem at all, I'll close this file and can reopen it whenever you're ready. Just say the word., [Rep name]"

Why this works: The "I'll close this file" language creates soft urgency without pressure. It signals that you have other customers waiting, that you respect their time, and that you're not going to chase them forever. Paradoxically, this often prompts a response from customers who were on the fence, the prospect of losing access to the quote motivates action.

Day 14 email fallback (for customers who haven't replied to WhatsApp):

Subject line: "Your solar proposal, quick question from [Rep name]"

"Hi [Name],

I've been reaching out over the past two weeks regarding the solar proposal I sent for your [address] property. I wanted to check in one last time before closing the estimate.

If you'd like to proceed: [booking link or "reply to this email and I'll send the next steps"]

If the timing doesn't work right now: no worries at all, I'll archive the proposal and you can reach me at [phone] whenever you're ready.

The PM Surya Ghar subsidy amount in the proposal (₹[amount]) is based on the current scheme rules. Happy to provide an updated quote anytime.

Best regards, [Rep name] | [Company name] | [Phone]"

Day 30, The re-engagement (budget-cycle revival)

Why Day 30: Some customers genuinely need a month. They received your proposal at the wrong moment, salary was short, the family was travelling, they were mid-renovation. By Day 30, circumstances have often changed. The Day 30 message is your final systematic touchpoint before moving the lead to long-term nurture.

Day 30 WhatsApp template:

"Hi [Name], it's been a month since I sent you the solar proposal for [address]. I wanted to quickly check in, sometimes the timing just doesn't work initially and circumstances change.

The PM Surya Ghar subsidy (₹[amount] for your [X kW] system) is still active. If you'd like an updated proposal with the current pricing, I can have it ready in a few minutes.

No pressure either way, just let me know if you'd like to revisit., [Rep name], [Company name]"

The long-term nurture list: Leads that don't respond to Day 30 should move to a monthly newsletter or WhatsApp broadcast, once a month, a brief update (new PM Surya Ghar news, a recent installation highlight, or a tariff change from the relevant DISCOM). This keeps your brand in front of the customer for the eventual moment when they're ready to decide.

For the subsidy context that makes Day 7 and Day 30 messages compelling, see what is PM Surya Ghar Yojana and the guide on PM Surya Ghar vendor registration for EPCs. Check the PM Surya Ghar National Portal before the Day 7 message, so any scheme detail you quote is current.

How to personalise the cadence by lead temperature

Not all leads follow the same path. The 2-7-14-30 cadence is the default, but the tempo and intensity should vary by lead temperature, which is where lead scoring for solar CRMs earns its keep.

The objection templates, what to say when they reply

The follow-up cadence will generate replies, and not all of them are "yes." Here are the three most common objection replies and the exact WhatsApp response to each.

Objection reply 1: "The price is too high"

"Hi [Name], I understand, solar is a big investment. Let me break it down differently:

After the ₹[subsidy] PM Surya Ghar subsidy, your actual outlay is ₹[net cost]. On a [Y]-year solar loan from [bank name] at [X]% (check the current terms before you quote), that's ₹[EMI]/month.

Your electricity bill saving is approximately ₹[saving]/month, so if the saving is more than the EMI, you are cash-flow positive from the first month.

Would it help if I called you to walk through the numbers in detail? Takes 10 minutes."

Objection reply 2: "I want to get one more quote"

"Of course, please do, it's the right thing to compare. A few things to check in any other quote: (1) Is the panel DCR-compliant for PM Surya Ghar subsidy? (2) Is the installer registered on the PM Surya Ghar National Portal? (3) What's the disbursement timeline for the subsidy in your DISCOM area?

All three affect the actual cost you'll pay, not just the headline price. Happy to help you evaluate any other quote you receive, just share it with me."

Objection reply 3: "We'll decide after Diwali / after the monsoon / next quarter"

"Absolutely, timing matters. One thing to keep in mind: the DISCOM approval and inspection steps take time. If you confirm before [date], we can start the paperwork for your preferred commissioning month.

If you book after [date], commissioning could move by about [X weeks/months]. I'll send you a reminder as we get closer, no pressure in the meantime."

For more on handling objections in the proposal itself, see solar proposal best practices and showing ROI in a solar proposal. For "too expensive" objections, check the current loan terms with your partner banks on the PM Surya Ghar National Portal before you quote any interest rate to a customer.

Reading WhatsApp's blue ticks before you call

The blue ticks tell you when to move faster or slower than the calendar says. They are a WhatsApp feature, not something Quickest Solar CRM reports, and customers can switch them off, so treat them as a hint.

Signal	What it likely means	What to do
Blue ticks within an hour of sending	The customer was waiting for it and is in decision mode	Call within 30 minutes if you can
Blue ticks after 24 hours or more	Moderate interest, perhaps waiting to discuss at home	Send the next scheduled message within two hours of seeing the tick
Replies with questions	Likely comparing quotes or discussing at home	Answer within the hour, and offer a short call
No blue ticks after 48 hours	May have missed it, or has switched blue ticks off	Send a nudge: "Just checking the proposal reached you"

If the customer keeps replying with questions over several days, call and offer a short call with the family. Do not tell the customer you saw their blue ticks.

When a cold lead is worth restarting

After Day 30, stop repeating the same sequence. Restart only when something new gives you a reason to write: the customer's electricity bill has gone up and they can share the new one, the PM Surya Ghar portal opens a fresh window, you have finished an installation in their neighbourhood and can send a photo, a bank announces a new solar loan scheme, or the customer contacts you for any reason. A message that only says "it has been a month, just checking in" adds nothing and reads as spam. For the longer version, see how to revive cold solar leads.

How to pair this cadence with the broader lead management system

The 2-7-14-30 cadence is the Follow-up layer (Stage 4) of the 6-Stage Solar Lead Machine. It only works well when Stages 1–3 are solid:

• Stage 1 (Capture): The lead must be in your CRM with a WhatsApp number before Day 0. A lead that exists only in a rep's personal phone cannot be followed up reliably.
• Stage 2 (Qualify): The cadence should only run on leads with a 3/4 or 4/4 qualification score. Running 30 days of follow-ups on an unqualified lead (tenant, tiny bill) wastes your reps' time and annoys unready customers.
• Stage 3 (Propose): The Day 0 message and the proposal must be sent together, the cadence is anchored to the proposal send date. A proposal sent without the accompanying WhatsApp message makes the Day 2 follow-up harder.

For the complete system, see how to manage solar leads, the complete Indian installer guide. For the best practices that govern this cadence as a whole, see solar lead management best practices for Indian installers.

For the WhatsApp-specific template library (including additional templates for festivals, DISCOM-specific messages, and referral templates), see the dedicated guide on WhatsApp templates for solar follow-up.

How Quickest Solar CRM fits

Picture an illustrative owner (not a real customer) who spends part of every morning following up open proposals by hand, checking who hasn't replied, composing individual WhatsApp messages, trying to remember which customer was on which stage.

With Quickest Solar CRM you can:

• WhatsApp Follow-up, Set follow-up reminders on each lead for Day 2, 7, 14 and 30, and keep your message templates saved. The rep sends the message himself; Quickest Solar CRM does not send messages for you.
• Lead Management, Customisable lead stages, labels and filters show where each lead stands, and you can log activities on a lead, or on several leads at once.
• Proposal Generator, Generate the Day 0 proposal PDF with your logo and the PM Surya Ghar subsidy applied, and share it on WhatsApp with the key-numbers message.
• Reports & Analytics, The dashboard and team report show how your pipeline is moving, so you can see where leads are dropping off.

Start free at Quickest Solar CRM, 10 proposals per month, no credit card.

What to do this week

Three things that activate the 2-7-14-30 cadence for your active pipeline immediately:

1. 1

   Manually run the cadence on your 5 most recent open proposals today

   Do it this week. Find the 5 proposals sent in the last 14 days with no follow-up. Send the appropriate message (Day 2, 7, or 14 based on how many days have passed) to each.

2. 2

   Write and save your 5 message templates in WhatsApp Business

   Take the Day 0, Day 2, Day 7, Day 14, and Day 30 templates from this guide and save them as WhatsApp Business quick replies. Saved quick replies cut the time it takes to compose each message.

3. 3

   Set reminders for the next proposal you send

   When you send your next proposal, set follow-up reminders on the lead for Day 2, 7, 14 and 30. Run this for your next 5 proposals and compare the reply rate to proposals where you followed up ad hoc (or didn't). Your own results will tell you whether the cadence works for your market.

Frequently asked questions

What is the 2-7-14-30 solar follow-up cadence?

The 2-7-14-30 cadence is a four-touchpoint follow-up sequence sent after a solar proposal is delivered. Day 2 is a curiosity-window check-in that invites questions. Day 7 is a value-add message during the customer's comparison phase, typically featuring a subsidy urgency angle or local reference customer. Day 14 is a soft last-call message that prompts a decision. Day 30 is a re-engagement for late deciders and budget-cycle buyers.

How do I personalise follow-up messages for solar leads?

Personalise at three levels: the customer's name and system size (always), the DISCOM (electricity board) name for their area (from PIN code), and the PM Surya Ghar subsidy amount specific to their system size. Additional personalisation, reference to the neighbourhood, similar completed installations, the customer's specific electricity bill, makes a message feel less like a template. Saved message templates in Quickest Solar CRM keep the wording consistent while the rep fills in these details.

Should I call or WhatsApp for solar follow-up in India?

WhatsApp is the primary channel for all four touchpoints. Call the customer at Day 7 only if they have replied or engaged with the proposal. For Day 14, use WhatsApp first and email as a fallback if there's been no WhatsApp engagement. Try a WhatsApp message before an unannounced call, since many people do not pick up unknown numbers.

How long should I follow up before giving up on a lead?

Run the full 2-7-14-30 cadence on all qualified leads. After Day 30 with no response, move the lead to a monthly re-engagement list (one message per month). Set a 6-month archival policy: leads with no engagement after 6 months are archived but not deleted. Some buyers take months to decide, so keep a light monthly touch going.

What is the best time to send follow-up WhatsApp messages?

There is no universal best time, so test it on your own leads. As a starting assumption, homeowners are easier to reach in the evening or around lunch, and businesses during working hours. Avoid late nights and very early mornings, and use the time the customer told you suits them. Note when your leads reply and adjust.

Can automated messages close solar deals, or do I need human follow-up?

Automated messages open conversations, humans close deals. If you use a separate WhatsApp tool for automation (Quickest Solar CRM itself does not send messages for you), the automated Day 2 and Day 7 messages generate replies; the rep's response to those replies is where deals are won or lost. Automation ensures every lead is contacted; human follow-up is required for objection handling, price negotiation, and relationship-building.

How do I handle leads who explicitly say they're not interested?

Respect the opt-out. Move them to a "not interested" status in your CRM, stop all follow-up immediately, and ask one closing question: "Is there anything specific that made this not the right fit? It helps me improve our proposals." The feedback is genuinely useful, and the graceful exit leaves the door open for a future referral or re-inquiry.