Most Indian solar salespeople follow up twice, once right after sending the proposal, and once when the customer goes completely quiet. By that point, the deal is usually lost. The best-performing EPCs follow a disciplined, time-based sequence that is friendly, value-adding, and completely non-pushy. It is called the 3-7-14 Follow-up Cadence, and it converts more proposals than any single change a salesperson can make.
This guide explains exactly what to say at each touchpoint, how to use WhatsApp read receipts to time your calls, and how to know when to stop following up.
The 3-7-14 Follow-up Cadence, The Named Framework
The 3-7-14 Follow-up Cadence is structured around three touchpoints, each with a distinct purpose:
Purpose: Re-surface the financial case. The customer may have shared the proposal in their family group but the discussion has not resolved. Remind them of the single most compelling number from their specific proposal.
Purpose: Provide social proof. The customer is wondering "is this working for people like me?" Show them an actual nearby installation with a before/after bill comparison. Real stories from their area build more trust than any claim you can make.
Purpose: Remove the final barrier. The most common reason customers delay is the upfront cost. Day 14 introduces a financing option or mentions the quote expiry, creating gentle urgency without pressure.
Day 3, The ROI Reminder Message
When to send: 72 hours after the proposal was delivered (not 72 hours after you think they read it, 72 hours after sending).
How to choose the ROI number to highlight: Use their specific monthly saving, not a generic amount. Every proposal should have a personalised number.
Day 3 message template (adapt to your style):
"Hi Rajesh bhai, hope you had a chance to look at the solar proposal I sent. Just a quick note, your 3 kW system will save approximately ₹2,584 every month starting from the first month it is operational. That is ₹31,000+ in Year 1, and it only grows as electricity rates rise. Happy to answer any questions, or shall we schedule the site survey?"
What this message does:
- Uses the customer's first name (personalised, warm tone)
- Restates a specific number from their proposal (not a generic figure)
- Adds context (annual saving, tariff escalation)
- Ends with an easy yes (site survey question)
What to avoid on Day 3:
- "Just checking if you received the proposal", too passive, sounds like you are not confident it was good
- "Please let me know your thoughts", unclear ask
- "Following up on my earlier message", corporate language, not conversational
Day 7, The Case Study Message
When to send: Day 7 from proposal delivery, regardless of whether the customer replied to the Day 3 message.
The case study formula:
- Name (first name only): Mehul bhai, Sunita ji
- Location: Their area or nearby colony
- System size: Same or similar to the proposal you sent
- Before bill vs after bill: Specific ₹ amounts
- Optional: their reaction or a one-line quote
Day 7 message template:
"Hi Rajesh bhai, wanted to share something with you. Mehul bhai in Adajan (3 kW, same system as yours) had a ₹3,800 bill in April. In May, first full month of solar, his bill came down to ₹620. He messaged us saying 'I should have done this 2 years ago.' You have a similar-sized roof in similar conditions. Happy to connect you with Mehul directly if you would like to speak with him."
Why this message converts:
"Mehul bhai in Adajan" is more credible than "our customers save up to 90%." The specificity of the location, the bill amounts, and the customer's direct quote makes it feel real and verifiable. The offer to connect them directly is particularly powerful, most competitors would never offer this.
Day 14, The Financing Option / Quote Expiry
When to send: Day 14 from proposal delivery. This is the final planned touchpoint in the 3-7-14 cadence.
Two variations depending on the situation:
Variation A, Customer has been reading (blue ticks visible, occasional replies):
"Hi Rajesh bhai, your quote is valid until [date, 7 days away]. One thing I did not mention in the proposal: if the upfront investment is a consideration, we are partnered with [Bank/NBFC name] for a 60-month solar loan at 7% interest. At ₹42,628 net cost, the EMI is approximately ₹840/month, less than your current monthly saving. Happy to arrange the paperwork if this is useful."
Variation B, Customer has been quiet (opened proposal but no response since):
"Hi Rajesh bhai, this is my last message on the solar proposal, I do not want to trouble you if it is not the right time. Your quote is valid until [date]. If you decide later that solar makes sense, just message me and I will prepare a fresh proposal. Wishing you well."
Why Variation B works: Giving the customer an explicit "out" removes pressure and creates respect. Customers who receive this message often respond within 24 hours, either to say "please give me one more week" or to say "let's proceed." It is counter-intuitive but effective.
Using Read Receipts to Time Your Calls
WhatsApp read receipts (blue double ticks) tell you when the customer opened your message or PDF. Use this information:
| Signal | What it likely means | What to do |
|---|---|---|
| Proposal opened within 1 hour of sending | High interest, customer was waiting for this | Call within 30 minutes if possible, they are in decision mode |
| Opened after 24+ hours | Moderate interest, waited to find time or discuss with family | Send Day 3 message within 2 hours of seeing the read receipt |
| Opened multiple times (if trackable) | Sharing with family or comparing with competitors | Call proactively, they have questions forming |
| Not opened after 48 hours | Possibly missed, doc in Documents tab, not chat | Send a nudge: "Just checking the proposal reached you" |
When to Stop Following Up
The 3-7-14 cadence is a complete sequence. After Day 14, stop initiating new follow-up unless triggered by a specific event.
Events that justify restarting:
- Customer's electricity bill increases significantly (ask them to share the new bill)
- PM Surya Ghar portal opens a new application window
- You install a system in their neighbourhood (send a photo)
- A new bank announces a 0% solar loan scheme
- The customer contacts you for any reason (revives the conversation)
Events that do NOT justify restarting without a specific reason:
- "It has been 30 days, let me check in", without new value to offer, this is spam
- A follow-up round with the same information you already sent
The Cadence for Different Lead Temperatures
| Lead Temperature | Signs | Adjusted Cadence |
|---|---|---|
| Hot (buying intent) | Opened proposal immediately, asked questions, mentioned a timeline | Call same day, Day 3 message, try to close by Day 7 |
| Warm (considering) | Opened proposal within 48 hours, read Day 3 message but no reply | Standard 3-7-14 cadence applies perfectly |
| Cool (low engagement) | Did not open proposal, no response to Day 3 | Skip to Day 14 last-call immediately; do not invest in Day 7 |
| Dead (lost interest) | Did not open proposal, no response to Day 3 or Day 14 | Archive the lead; revisit only on a trigger event |
For the broader context of lead management and follow-up beyond the proposal stage, see our guides on solar lead follow-up cadence and how to manage solar leads.
Key Stats on Follow-up in Solar Sales
Automating the 3-7-14 Cadence
The 3-7-14 cadence requires discipline to execute manually across 30–50 active proposals. Most salespeople forget Day 7, skip Day 14 because it feels awkward, and lose track of which customers are at which stage.
Automation removes the discipline requirement. The right tool:
- Sends Day 3 WhatsApp message automatically 72 hours after proposal delivery
- Waits for Day 7 and sends the configured case study message
- Sends the Day 14 last-call (choosing Variation A or B based on engagement signals)
- Moves the lead to "cold" status if no response after Day 14
This is exactly what the WhatsApp Follow-up module in QuickEstimate does. Set up the sequence once; it runs for every proposal. See how it connects to the broader system in our guide on follow-up automation in India.
How QuickEstimate fits
QuickEstimate automates the 3-7-14 cadence from the moment a proposal is sent. The WhatsApp Follow-up module schedules Day 3, Day 7, and Day 14 messages with the customer's specific numbers pre-filled from the proposal.
- Day 3 message includes the customer's specific monthly saving from their proposal, personalised, not generic
- Day 7 case study messages can be configured per city/system size, the closest matching case study is auto-selected
- Day 14 detects whether the customer has been engaging (read receipts) and sends Variation A or B accordingly
- All follow-up activity is logged in the Pipeline Management view, managers can see which leads are at which follow-up stage
- The Sales Reports show follow-up conversion rates by stage so you can see which touchpoint is working best
- See the related guides: solar proposal best practices and WhatsApp solar proposals
- For the broader lead management context: how to manage solar leads
- Book a demo to see the follow-up automation in action
What to do this week
- For every proposal you send this week, set three calendar reminders: Day 3, Day 7, Day 14 from the send date. Write the customer's name and specific monthly saving in each reminder so you can personalise the message without opening the proposal again.
- Build a case study library of five nearby installations with before/after bill amounts. These become your Day 7 message content. Get the customer's permission to use their first name and location.
- Change your Day 14 message to Variation B (the polite "last message" approach) for customers who have not responded to Day 3 or Day 7. Compare the response rate to your previous approach.
Frequently asked questions
What if the customer replies after the Day 14 last-call message?
Reply immediately and continue the conversation normally. A response to the Day 14 message, even a question, means the lead is warm again. Do not restart the 3-7-14 sequence; instead, move to a direct closing conversation. Ask: "What would help you feel confident to move forward?"
Should I call instead of WhatsApp at any touchpoint?
Yes, if the proposal was read but no response for 48 hours, a 5-minute call before Day 7 often resolves the conversation faster. In India, phone calls are appropriate for warm leads; WhatsApp is appropriate for all stages but especially for people who are at work or in family settings where a call may be awkward.
What if the customer explicitly says "not now, maybe in 3 months"?
Respect the timeline. Set a reminder for 2 months from that date. Send one message at that point: "Hi Rajesh bhai, you had mentioned early September was a better time for solar. Just following up, are you still thinking about it?" Do not restart the full 3-7-14 sequence; treat it as a warm lead reactivation.
How do I handle a customer who is comparing with three other vendors?
Do not try to win on price alone. Instead, offer a differentiator on Day 7 that competitors cannot match: a nearby reference, your MNRE empanelment number, your after-sales support track record. On Day 14, you can add: "We are one of the few MNRE-empanelled vendors in your area, which means the PM Surya Ghar subsidy is processed faster for our customers."
Is it appropriate to follow up if the customer said they are not interested?
No. If a customer explicitly says they are not interested, archive the lead and do not follow up for at least 6 months. An unsolicited follow-up after a clear "not interested" damages your brand. A trigger-event follow-up 6+ months later (e.g., "electricity rates just went up again") is acceptable if done gently.
What should I do if I see the proposal has been opened 5+ times?
High open frequency usually means the customer is sharing the proposal with family members for review. This is a very positive signal. Call immediately: "Hi Rajesh bhai, I noticed you might have had a chance to review the proposal, any questions I can answer? I am happy to schedule a quick call with your family if that would help." Do not mention the read receipts directly; frame it as a follow-up.
Want to put this into practice?
QuickEstimate gives you everything in this article, proposal automation, lead capture, WhatsApp follow-up, built for Indian solar EPCs.
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