Small UK accounting firms often struggle to turn well-crafted proposals into signed engagements. Despite strong technical skills, many partners watch prospects go quiet the moment the proposal lands in their inbox. This article explains why proposal follow-ups are difficult – and gives you copy-and-paste emails that are GDPR-safe, PECR-compliant and perfectly suited for UK accounting workflows.
Since 2021, HMRC’s Making Tax Digital (MTD) for VAT has made digital records compulsory for all VAT-registered businesses. Many UK SMEs now choose accountants who can prove MTD readiness in the proposal itself – so your follow-up must reinforce trust, clarity and modern capability.
Common Challenges in Proposal Follow-Ups for UK Accounting Firms
1. Lack of a Structured Process
Without a clear timetable, follow-ups become inconsistent or are overlooked entirely.
2. Fear of Being Pushy
British politeness often leads accountants to hesitate, worrying that follow-ups may appear intrusive.
3. Uncertainty Around GDPR / PECR Rules
Many accountants worry that follow-up emails could breach GDPR or PECR.
In reality:
- If a prospect requested information, booked a discovery call, or asked for a proposal, you have a lawful basis (legitimate interest) to follow up.
- You must always clearly identify your firm, include your ICO registration number, and provide an easy opt-out link.
- This transparency actually improves response rates because prospects see you as compliant and trustworthy.
4. Poor Proposal Management
Small firms juggle VAT returns, payroll, admin and BD. As a result, proposals slip between tasks.
5. Unclear Communication of Value
If the proposal doesn’t highlight cloud bookkeeping, automation, MTD, CIS, payroll or R&D support, the client may see you as “just another accountant.”
6. Weak Client Engagement Before the Proposal
If rapport isn’t built during the discovery call, follow-ups feel cold and less effective.
How to Improve Proposal Follow-Ups for UK Accounting Firms
1. Establish a Follow-Up Timetable (Proven Sequence)
- Email 1: 24 hours after sending
- Email 2: Day 4
- Email 3: Day 10 (final prompt)
- After Day 14: move the lead to your monthly MTD/Tax update newsletter
2. Ask for the Decision Date During the Discovery Call
Ask:
- “When do you plan to appoint a new accountant?”
- “Would you prefer the proposal as a PDF or via a secure portal?”
This stops endless “silent” prospects.
3. Clarify Communication Preferences
Ask whether they prefer:
- Microsoft Teams
- Phone
- WhatsApp (many UK SMEs love this)
4. Provide Value in Every Touchpoint
Examples:
- one-page MTD checklist for 2025
- Loom video walking through the proposal
- fee comparison tool
- sample management accounts pack
5. Use a Proposal Tracking System
Free or low-cost tools:
- HubSpot CRM
- Airtable
- Trello
Use stages like:
Discovery → Proposal Sent → Follow-Up 1 → Follow-Up 2 → Final → Won/Lost
6. Build Relationships Early
Connect with the prospect on LinkedIn within two hours of the discovery call.
7. Train Staff on Follow-Up Techniques
Run exercises on objection-handling:
- “Your fee is higher than my current accountant.”
- “Can we start after year-end?”
- “I need to speak to my business partner.”
Copy-and-Paste Follow-Up Email Templates (Fully UK-Compliant)
Replace bracketed details.
Each email includes the required identity and opt-out footer for PECR compliance.
Email 1 – 24 Hours After Sending Proposal
Subject: Quick question on the proposal I sent yesterday
Hi [First Name],
Thanks again for the chat on [date]. I’ve attached a short MTD checklist that many clients find helpful when reviewing options.
Have you had a chance to look through the proposal? If anything is unclear, just hit reply—I’m happy to jump on a quick 10-minute Zoom.
Best regards,
[Your Name]
[Your Firm Name] Ltd | Co. No. [12345678] | ICO Reg [ZA123456]
Unsubscribe | Privacy Policy
Email 2 – Day 4
Subject: Following up on our proposal (and a free MTD cheat-sheet)
Hi [First Name],
I know diaries get busy – especially with VAT deadlines coming up.
When you’re ready, could you let me know:
- Any questions about the pricing tiers?
- Would you like a short screen-share to walk you through the Xero/FreeAgent integration?
If you’ve decided to stay with your current accountant, no worries at all – just let me know so I can close the file.
Speak soon,
[Your Name]
[Your Firm Name] Ltd | Co. No. [12345678] | ICO Reg [ZA123456]
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Email 3 – Day 10 (Final Follow-Up)
Subject: Final follow-up – should I keep the file open?
Hi [First Name],
This is my last nudge – I promise!
If you’ve gone in another direction, just reply 1 and I’ll update my records.
If you’re still deciding, I can hold the quoted fee until [date] and answer any remaining questions.
Thanks for considering us. Wishing you the best with whichever option you choose.
Best wishes,
[Your Name]
[Your Firm Name] Ltd | Co. No. [12345678] | ICO Reg [ZA123456]
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Frequently Asked Questions (UK Accountants)
1. How long should I wait before sending the first follow-up?
The highest reply rate happens when firms follow up within 24 hours, then again on day 4 and day 10.
2. Should I attach an engagement letter with my proposal?
Not required, but recommended.
Attach a one-page summary referencing ICAEW/ACCA code of ethics and your PI insurer.
3. Can I automate follow-ups without breaching GDPR or PECR?
Yes – if:
- The prospect requested information or booked a call
- You have a lawful basis (usually legitimate interest)
- You include firm identity + opt-out link in every email
4. What if the prospect never replies?
Move them to a monthly MTD/tax update newsletter after Day 14 and keep them warm until they revisit the need.
Conclusion
Small UK accounting firms no longer need to fear the follow-up.
By building a simple timetable, referencing MTD readiness, adding value in every touchpoint and using the three templates above, firms can dramatically increase their proposal win-rates – without being pushy or breaching GDPR/PECR rules.
Ready to outsource your proposals?
Outbooks provides white-label proposal writing and follow-up support for UK accountants.
Book a 30-minute demo and see how one firm increased its win-rate from 24% to 51% in 90 days.
Hinakshi, a Content Writer and Social Media Expert at Outbooks, brings her passion for writing to every project. Specializing in tax preparation, management accounts, cash flow, and VAT returns, she creates engaging, well-researched content that simplifies complex topics. Her work supports accountants in growing their practices and optimizing finances, making valuable information accessible to professionals and newcomers alike.