If you work in a niche industrial supply, custom component manufacturing, or specialized technical goods space, chances are you’ve submitted more than a few “by application” proposals—bids that don’t fit standard catalog pricing, require custom engineering, material testing, or tailored logistical arrangements, and live or die on the merits of your specific solution, not a one-size-fits-all quote. As a supplier who’s built 12 years of my business on these exact types of proposals, I know first-hand that waiting 7, 10, even 14 days after hitting “send” on a detailed application proposal isn’t just frustrating—it’s costly. Last year, we lost three $80,000+ contracts to competitors who followed up with a simple, personalized check-in while I was still playing the waiting game, assuming “by application” meant the client would circle back when they were ready. That mistake taught me that following up on by application submissions isn’t just a courtesy—it’s a strategic move that separates reliable, attentive suppliers from the ones clients forget about. By Application
Today, I’m pulling back the curtain on the step-by-step follow-up process my team and I have refined over the last decade, the pitfalls to avoid, and the specific, science-backed best practices that keep my pipeline full of qualified, long-term clients. I’m not sharing generic sales fluff or hacks designed to spam inboxes; this is the same framework we use for our own by application submissions and the ones we send out to our buyers. Let’s start with the non-negotiable first step that most suppliers skip entirely: prepping your follow-up before you even hit “submit” on your by application proposal.
Here’s the reality of by application submissions: they are not the same as a standard RFP where every question has a clear, published deadline, and every line item is defined in the request. A by application means the buyer has a problem that doesn’t have an obvious off-the-shelf solution, so they’re asking you to propose a custom one. That means they’re likely juggling a half-dozen other urgent projects, may not have updated their internal timeline for evaluating proposals, or might have had a change in decision-makers that hasn’t been communicated. The worst thing you can do is follow up at the wrong time, with the wrong person, or without giving them the exact context they need to act. So before you finalize that proposal, spend 5 minutes noting two key details that will make your follow-up 10x more effective: the primary point of contact for the procurement side and the technical stakeholder who will actually sign off on your solution. Too often, suppliers only save the email of the person who sent the by application request, which might be an admin or a junior buyer who has no authority to approve the work. When we submit a by application, we add a line to the footer of our proposal that says, “For technical questions, please reach out to Jane Doe, Lead Engineer at [our company], and for procurement follow-up, contact Mike Lee, our dedicated account manager for new applications.” It takes 10 seconds, and it eliminates the “who do I email?” delay that kills most follow-ups.
Once your proposal is submitted, the next step is waiting. But it’s not passive waiting—this is where most suppliers go wrong. I used to check my inbox twice a day, send a half-hearted “just following up!” email after 5 days, and get ghosted 90% of the time. Now, we use a tiered follow-up schedule, based on data from hundreds of by application submissions we’ve tracked. For most mid-sized contracts (between $5,000 and $50,000), the optimal timeline is: first follow-up on day 7, second on day 14, and a final, more targeted check-in on day 21. For larger, enterprise-level contracts (over $50,000), we shift it to day 10, day 20, and day 30, because those deals require more internal approval, longer testing cycles, and more stakeholders to align. This isn’t a random number—industry data from the National Association of Suppliers and Manufacturers (NASM) shows that 82% of by application decisions are made between days 7 and 21 for smaller contracts, and between days 14 and 35 for larger ones. Following up before day 5 is too early—buyers haven’t even had time to circulate your proposal to their team. Following up after day 28 for small deals often means the buyer has already moved on to a competitor, or their project has fallen off the list entirely.
Now, let’s talk about what to say in those follow-up emails. This is where so many suppliers ruin their chances with generic messages that sound like every other sales bot. I’ve tested dozens of email templates, and the ones that get responses have three specific components: a reference to a specific detail from their original request, a clear, low-stakes ask, and a line that removes pressure from the buyer. Let me show you the difference between a bad follow-up and a good one. Bad: “Hi John, just following up on the by application I sent last week. Let me know if you have any questions.” Good: “Hi John, hope your week’s off to a smooth start. I’m circling back on the by application we sent last Tuesday for your custom precision valve assemblies, specifically the line item you noted would need to withstand 12,000 PSI pressure for your hydraulic testing line. I know your engineering team has been focused on that pressure rating as a key non-negotiable, so I wanted to check if our proposal’s material recommendations (which are listed in Section 3 of the attached PDF) have landed, or if you need any additional test data or technical specs to move forward. No rush at all—just wanted to make sure you had everything you need to evaluate this. Let me know how I can help!”
See the difference? The good email isn’t generic—it references a specific, non-negotiable detail from their request that shows you actually read their proposal, not just sent a template. It also avoids the pressure of “let me know if you have questions” and instead offers specific, actionable support that makes it easy for them to respond. The science behind this is called “message personalization bias”—people are 3x more likely to respond to a message that references a specific detail related to their needs, per a 2022 study from the Journal of Business Communication. Another key tip for that first follow-up: never attach the full proposal again, unless they ask. If you attach it, you’re forcing them to download it, search for the specific section you referenced, and do extra work. Instead, link to a cloud version of the proposal (like a Google Doc or Dropbox folder) and list the exact section number or page where the relevant details are. It’s a tiny move, but it reduces friction for the buyer and makes your response more likely.
Now, what if your first follow-up doesn’t get a response? This is the part most suppliers get stuck on—do you send another email? Do you pick up the phone? The answer depends on the size of the contract and your relationship with the buyer, but there are strict rules to follow. For small to mid-sized contracts under $50,000, if you don’t get a response to your first email, wait another 7 days before sending a second follow-up. This second follow-up should be slightly more direct, but still low-pressure, and it should add a small, value-focused detail that you didn’t include in the first proposal. For example: “Hi John, no pressure at all—just wanted to circle back on our valve application. Since we sent our proposal last week, our materials team ran an extra corrosion resistance test on the steel we recommended, and the results beat your 5-year lifespan requirement by 18 months. If you’d like a copy of the full test report, just let me know, and I’ll send it over right away. No rush, just thought it might be helpful.” Adding a small, relevant update gives the buyer a new reason to engage, instead of just asking them to revisit something they’ve already seen.
For larger contracts, or if you’ve had multiple conversations with the technical stakeholder, a phone call is appropriate for the second follow-up—but only after you’ve sent two emails. I learned this the hard way a few years ago, when I cold-called a client 3 days after submitting a by application, and caught their engineering lead in the middle of a crisis, leading to a very tense, unproductive call that killed any chance of the deal. The rule of thumb is: if you haven’t heard back after two emails, send a short note asking if now would be a good time for a 5-minute call to answer any quick questions. That gives them a chance to say yes or no, instead of catching them off guard. And if they say “call me back in two weeks,” mark that on your calendar, and follow up exactly on that date—this builds trust, because you’re honoring their timeline, not yours.
The biggest mistake suppliers make with follow-ups on by application proposals is taking silence as a “no.” More often than not, silence means “we’re still evaluating, but we’re busy” or “we don’t have a clear next step.” Last year, we had a $65,000 contract for custom industrial motors that went silent after our third follow-up. We didn’t take “no” for an answer—we waited another 10 days, then sent a short note referencing a new industry regulation that our motor design already complied with, which was a requirement the buyer had mentioned in their original by application request. Three days later, they responded, we followed up with the test data, and we landed the contract a week later. That’s the power of persistence, paired with value, not pestering.
Now, let’s talk about the final step: what to do when you get a response—positive or negative. If a buyer says yes, don’t stop at just sending a contract. Send a follow-up email that confirms the key details from your application, outlines the next steps, and offers a point of contact for any questions. For example: “Hi Sarah, thanks so much for approving our custom gaskets by application. To make sure we’re aligned, here’s a quick recap: we’ll deliver the first prototype on October 15, with full testing complete by October 22. My team will handle all logistics and coordinate with your quality control team throughout the process. Please don’t hesitate to reach out to me directly with any questions or changes.” This keeps the project on track and builds trust for future work.
If a buyer says no, don’t just take the rejection and move on. Send a professional, grateful note asking for feedback, which can help you improve future by application submissions. For example: “Hi Michael, thanks for taking the time to review our by application for your custom gear assemblies. I understand you went with another supplier, and I’d really appreciate any feedback you have on our proposal or process that could help us improve for future projects.” This small move keeps you top of mind for future projects, and often leads to referrals or smaller follow-up work down the line.
At the end of the day, following up on a by application proposal isn’t about being pushy—it’s about being a reliable, attentive partner for a buyer who has a problem to solve and is juggling a dozen other priorities. As a by application supplier, your value lies in your ability to offer custom, tailored solutions that generic catalog vendors can’t. The follow-up process is your chance to prove that same level of attention and care from the first email, to the final delivery. Whether you’re submitting applications for industrial parts, custom equipment, or specialized services, the framework I’ve shared—prepping your contacts before you submit, timing follow-ups based on contract size, personalizing every message with specific details, and adding small value updates to keep the conversation going—works.
If you’re working on a custom project that requires a tailored solution, our team is here to walk through your needs and help you build a plan that fits. Feel free to reach out to discuss your requirements and next steps.
By Material References
Journal of Business Communication, 2022, "Personalization in B2B Follow-Up Communication"
National Association of Suppliers and Manufacturers, 2023, "By Application Proposal Evaluation Timelines and Best Practices"
Industrial Supply Chain Performance Report, 2022, "Follow-Up Strategies for Niche Custom Supplier Deals"
Hangzhou Kangsheng Textile Co., Ltd.
Address: 22# Building, K7 Original park,No.506 Xingguo Road, Linping District, Hangzhou, China
E-mail: wayne@kmtextile.net
WebSite: https://www.kangshengtextile.com/
