The Follow-Up Process: How to Book Clients After Cake Consultations

“I need to think about it”

“Your cakes are so yummy, we have other cake appointments. We will get back to you.”

“My fiancé and I need to discuss everything, we will let you know if we choose to move forward with you.”

And now, you are wondering if this customer will book their cake with you. Only to find out weeks later, you never hear from them again.

I want to tackle a challenge we've all faced: what to do when potential clients attend your cake consultation but walk away without booking.

It can be do deflating when you put so much hard work into creating an amazing experience during your cake consultation and they decide not to book with you.

But I'm here to tell you—it's not the end of the road. With the right follow-up strategy, you can still transform these hesitant potential customers into booked clients.

Let me share the exact process that's worked wonders in my business and for countless cake designers I've coached. Because turning those "maybe" clients into definite bookings isn't about luck—it's about having a system. Let's dive in!

When Clients Don't Book Immediately

For many years inside of my programs, I talk about how to book clients at the point of sale during your cake tasting. Ideally, you close that circle right there—you know you'll work with them, it's a go, and they're officially added to your calendar.

But first, if you are struggling to book more cake consultations in your cake business, download my free eBook, My Top 4 Strategies to Double your Cake Orders in your Business. It will really help.

We all face situations where potential clients don't immediately book with you. They might give objections like:

"I have more cake tastings scheduled"
"I need to think about it"
"I need to discuss this with my partner”
"We'll let you know"

I know how frustrating this can be! But here's the good news: just because they didn't book on the spot doesn't mean it's a done deal.

You can still book these clients with the right follow-up process. I'm going to share what's worked for my cake business to turn these maybes into definite bookings.

Ask for the Sale Clearly

When you decided to start a business, you unknowingly signed up to be the number one sales person in your business as well.

As the number one sales person in your business, you need to get very comfortable selling your cakes and closing the sale.

I get it. Sales can feel icky. But, selling can feel and be extremely natural and easy for you.

First things first: you need to explicitly ask for the sale during your cake tasting. Sometimes cake designers don't actually ask the client if they want to book, and then wonder why they didn't secure the order.

Be direct and ask clear questions that require a yes or no response:

"Would you like to go ahead and book with me today?"
"Are you ready to secure your date on my calendar?"

I love clarity when making business decisions for my cake business. Making sure you're asking direct questions gives you the information you need to proceed.

Confidently Handle Objections

When clients give you objections (which will happen), don't just accept a vague "I'll think about it." Instead, ask specific follow-up questions.

If they say they're doing other cake tastings, ask: "When will you be completing those tastings? What date do you plan to make your final decision about your cake?"

Once they give you a timeframe, respond with: "Perfect! I'll follow up with you within a week after that date so we can get you on the calendar and move forward."

This approach accomplishes two important things:

It clarifies your follow-up timeline
It plants the expectation that you will be following up

Knowing exactly when to follow up—whether it's a week, two weeks, or a month—keeps you from guessing and prevents awkward timing. Even if clients initially seem unsure about their timeline, when directly asked, most will give you a concrete answer.

Mark that date in your calendar and make sure you follow-up.

Have the confidence to ask these questions. The information you gain is invaluable for booking more cake orders inside of your business.

Assume the Sale

A powerful mindset shift that's worked wonders for me is assuming the sale will happen. When you assume the sale at your cake consultation, that confidence comes through in your interactions.

It helps manifest that cake order on your calendar. You know it's going to happen, and that energy influences the outcome.

Ask, “Let’s get you added to the calendar. In order for me to do that, here’s how much the cake deposit till be.”

Create Scarcity If Necessary

While using scarcity can be effective, be honest about it. If you truly only have one spot left on that weekend, let them know. This helps clients understand your business is in demand and encourages them to make decisions promptly.

But, don't fabricate scarcity as a closing tactic—people can sense inauthenticity, and it can make you appear desperate for their business.

Customers can sense when you are lying about being booked. Don’t use this tactic if it’s not true.

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Let Go of the Outcome

My final piece of advice: once you've completed your follow-up, remove yourself from obsessing over the end result. Continue focusing on your cake business, continue with your day, and accept that what will be, will be.

If you're meant to work with that client, you will. If not, be okay with that too. Stay relaxed about the clients you're booking rather than needing to book every potential order.

There’s a slight difference between needing and wanting. Customers can feel if you are desperate to book with them.

Relax and trust the right customers will book with you.

Ready to properly Follow-up and Increase your Cake Bookings?

To summarize the follow-up process:

Ask clear questions during the cake tasting so you understand their decision timeline
Schedule specific follow-up touch points
Send reminder emails or invoices at the appropriate time
Assume the sale will happen eventually
Create Scarcity if Necessary
Let go of the outcome and don't obsess over individual bookings

Remember to keep your follow-up communications warm and personalized, avoiding generic templates that feel impersonal. Make sure to document all client interactions in your calendar or customer management system so you never lose track of where each potential client stands in your follow-up process.

Consider offering a time-sensitive incentive for booking, such as a small complimentary add-on that expires within a specific timeframe.

Pay attention to the communication style of each client and match their preferred method—some respond better to calls while others prefer texts or emails.

Finally, analyze your conversion rates regularly to understand which follow-up strategies are most effective for your specific clientele and refine your approach accordingly.

This approach has helped me build a thriving cake business without the stress of wondering if every consultation will convert.

I’d love to hear from you below, how often do you book customers at the cake consultation? How often do you follow up?