Proposal Follow-Up for UK Accounting Firms: Why It’s Hard & How to Fix It

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:

• Email
• 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.