You got the meeting, booked the call, created the Showcase presentation, and delivered your message to the prospective client… Now what?

Now we enter the art of the follow up. Research shows that 80% of sales require at least five follow-ups — but only the top 8% of sales people make that many attempts!

You want to be part of that 8% — but we know as well as anyone that it can be tricky to know what to say in all those follow-ups. How do you make yourself useful and friendly in a sales follow-up email without sounding… well, too salesy?

That’s why we decided to pull together the ultimate sales follow-up email guide so you’re never again at a loss for words. Bookmark this page, print it out, or — better yet — copy and paste the templates as canned responses in your own email program or CRM so you can grab them whenever you need them.

General guidelines for email follow-up

There are some best practices you can (and should) consider when you want to send an email to follow up with a potential customer, no matter what the circumstances:

1.  Start with thank you. Keep it brief and be genuine.

2.   Make a connection. It’s that old adage that people buy from people they know, like, and trust. If possible (and authentic) connect with them around something you spoke about or something you have in common. But don’t string this part out.

3. Remind them why they need your product. Revisit what they are struggling with or need.

4.  Establish yourself as the expert. Explain how and why you or your product is the answer to their problem/struggle. As often as possible, offer new and relevant information to help them advance their thinking or decision.

5.  Include a testimonial or case study from a satisfied customer to show that you can deliver on your promise. This is most effective when the satisfied customer had the same (or similar) problem or concern.

6. End with a call to action enticing the customer to do something — you might suggest they visit a website for more information, book a call, place an order, or ask a question.

In the templates below, we won’t necessarily be prompting you to say thank you or make a connection in every email — but that’s the part you can customize for each client. If it’s helpful, make yourself a little checklist and put it on a sticky note near your computer to help you remember.

Photo by Christin Hume on Unsplash

One other thought: In the minute before my sales calls I have a routine of taking a deep breath, imagining the best possible outcome, and fashioning the sides of my face into a smile. We are inclined to mirror the energy of others and this little routine helps me bring my warmest self to a meeting, and feel relaxed enough to meet the other person where they are in that moment. I think the technique works for putting your best foot forward in an email too.


After the meeting

Use these follow-up email swipe templates after you’ve had the meeting and want to follow up:

Had a meeting and wanting to send a follow-up recap or summary email

Dear {First name},

Thanks for your time today. I really enjoyed getting to know about {insert what you learned about their company/problem}.

As follow up to our call, I wanted to send a quick recap of what we talked about:

  1. {recap or summarize the meeting or pitch}

I believe {your product} is a perfect fit for you because {insert benefits}.

Our biggest success story involves {share a customer win or testimonial here}.

You can view the {presentation/proposal} we talked about by clicking here {insert VIP link to Showcase}.

Let me know when you’re ready to {take the next step in the sales process}.

{Insert Closing}

Had a meeting where prospect seemed keen but you haven't heard from them

Hi {First name},

Thanks so much for taking the time to meet with me {last week}.

I wanted to follow up to see if you had any questions about {the product/proposal — include a VIP link to the associated Showcase}?

I know you were concerned about {main pain point or concern}. Our product {describe how your product solves that problem}.

Feel free to send me any questions by email or we can schedule a follow up meeting.

Talk to you soon,

{Closing}

Photo by visuals on Unsplash

Had a phone call where prospect seemed keen but you haven't heard from them

Hi {First name},

Thanks so much for taking the time to chat with me {last week}.

I wanted to follow up to see if you had any questions about {the product/proposal}?

I know you were concerned about {main pain point or concern}. Our product {describe how your product solves that problem}.

I also wanted to send along this {resource/presentation – insert VIP link to Showcase} that answers questions about {product}.

Feel free to send me any specific questions you may have by email or we can schedule a follow-up meeting.

Talk to you soon,

{Closing}

Had a meeting and the prospect said they needed to talk to their boss/spouse before proceeding

Hi {First name},

Thank you for your time {yesterday/today/etc). I understand the importance of thinking and taking the time to discuss with your {boss/spouse}.

You’re not entering into this lightly; you’re taking the time to think through your choices and make the best decision and that’s admirable.

I’ve had the pleasure of working with many amazing {clients/companies} and I am certain that {product/service} is a good fit for you because {reasons or benefits}.

Other clients have had a similar experience and I thought I’d send you these {case studies/testimonials} that you can share with your {boss/spouse} while you consider our offer.  You can share the {proposal/presentation} with them directly by sending them this link {insert VIP link to Showcase}.

And, of course, I’d be more than happy to answer any questions they have.

I’ll follow up with you again in {time period} if I haven’t heard back before then.

Talk to you soon,

{Closing}

Gave a product demo but you haven't heard back

Dear {First name},

Thanks so much for taking the time to go through our {product} demo with me. It seemed like you were really excited about {feature or benefit they loved}.

I wanted to circle back and see if you had any additional questions about {the product} that I could answer for you?

{Remind them about their main pain point and the benefits of the product}

I can get you started with {product} right away when you’re ready. Just {take this next step in the sales process} and we can get started.

{Closing}

Accessed a free trial/download/resource but you can tell they haven't made use of it

Hi {First name},

I see you signed up for a {product free trial/free resource} on {date} but it doesn't look like you had the opportunity to give it a try. You don't know what you're missing out on!

{Product} has the potential to be a great tool for a company like yours with {describe their main pain point and benefit of the product}.

If there was a technical hurdle getting started, let me know and I can help resolve that.

If you had some other question, I’d be happy to {get on a call/schedule a meeting/set up a demo} to go over it with you.

{Closing}

Had a meeting, sent a proposal, and haven't heard back for X number of days

Dear {First name},

I wanted to follow up on the proposal I shared on {date} and get your thoughts.

Here it is again if you need it: {insert VIP link to Showcase}.

I wanted to be sure to point out {highlight an important point or detail from the presentation} because you {remind them of a pain point}.

I’d love it if you’d let me know where you’re at in your decision process and if I can answer any additional questions for you.

Talk soon,

{Closing}

Had a meeting, sent a proposal, followed up once but haven't heard back

*Note: This is a variation on Dean Jackson’s famous nine-word email. It seems too short, but it gets results!

Dear {First name},

I wanted to circle back. Are you still interested in {solving their main pain point}?

Let me know,

{closing}

Follow-up after customer booked a meeting/demo and cancelled or didn’t show

Hi {First name},

I will keep this super short because I understand how busy you probably are.

On {date} you {booked a meeting/demo} but we missed each other and I wanted to follow up.

I know that you {reiterate their pain point — be specific if they shared on a booking form} and our {product/service} can help. {Describe the benefits.}

I pulled together some information for you. You can check it out here: {insert VIP link to Showcase proposal or presentation}.

Your next step is to {attend a short call/get a free demo}.

When you sign up, there’s no obligation to buy. I just want to make sure you get all your questions answered about {product/service/pain point}.

Grab a spot on my calendar {insert link to book a meeting/demo} or, if these times don’t work, feel free to email (or text). I know how schedules can be.

{closing}

Follow-up after not hearing back for at least 6 weeks or more

*Note: This template works well when you have a new company resource you can share, like a blog post, testimonial, white paper, etc.

Hi {First name},

I saw this {article/book/resource} today and it made me think of you.

Last time we talked, you mentioned {pain point} and I thought this might help.

Can we book a time to catch up? How about {specific time} or {specific time}?

Hope you’re doing well.

{Closing}


Overcoming objections

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Sometimes a prospect will respond with an objection. This is a great time to demonstrate your expertize.

Follow-up to a time objection

Dear {First name},

Thanks so much for sharing your concern about {time: how long it will take, they don’t have time right now, etc}. Everybody is so busy these days, and I can completely understand what that’s like.

It can be hard to prioritize {solving their pain point} when there are so many other things demanding your time and resources, and it’s easy to imagine there will be a time in the future when we won’t be so busy.

But, to be honest, I haven’t found that to be the case.

{Share the benefits of solving their problem now instead of waiting, or share how your company can make the process faster/easier for them}.

In fact, this customer had the same concern and ended up extremely glad they made the time to take action. {Share a relevant case study or testimonial}.

Let me know how I can help you get started.

{Closing}

Follow-up to a price objection — prospect is asking you to lower your prices but you are not going to adjust prices

Dear {First name},

Thank you so much for sharing your current circumstances with me. I completely understand where you’re at with this decision.

We understand {finances/cash flow} can be tricky sometimes. I’ve often heard from customers who let me know that the investment felt steep, but they found a way to make the commitment — and on the other side of that investment, those same people tell us it's some of the best money they have ever spent, because {describe benefits, changes, or testimonials here}.

Because of those customers’ experiences it's out of integrity for us to offer a discount to anyone.

What I am able to do is {insert any offer you are willing to make. This could be multiple payments, different terms, or a smaller scope or package}.

Please let me know if you have any questions and what you decide.

{Closing}

Follow-up to a price objection — prospect is asking you to lower your prices and you are willing to give a X% reduction because you've worked together in the past and know they are a good client

Dear {First name},

Thank you so much for sharing your current circumstances with me. I completely understand where you’re at with this decision.

We understand {finances/cash flow} can be tricky sometimes.

Because you’ve been a reliable {customer/client} and we’ve worked together in the past, I’m willing to offer you a {X%} reduction.

Just don’t go telling all your friends, or they’ll all want one!

Let me know if that works for you and we’ll get things started right away.

{Closing}

Follow-up to a price objection — prospect is asking you to lower your prices and you are willing to give a $X reduction because you've worked together in the past and know them to be a good client

Hi {First name},

Thanks for giving me the chance to speak with you on {day} – and I’ve got some good news.

I checked in with my {boss, manager, or warehouse} and they would be happy to offer you that {$X} discount we discussed because you’ve been such a great client in the past.

Please let me know that you’re ready to go and I will get things started on our end.

{Closing}

Follow-up after they accepted a proposal or gave a soft yes and then changed their mind

Dear {First name}

Thank you for reaching out and letting me know you want to try {a different solution}. I understand {objection} and want to make sure you’re doing what’s best for {you/your company}.

I've been doing this long enough to know that {challenge or benefit they may not have considered} and I wanted to share one last thought with you.

{Reiterate their pain point and why your solution is the best fit, especially if you can compare it to the competitor}.

Are they any further questions I can answer? Whatever you choose, I want to help you make the best choice for {you/your company} at this time.

{Closing}


After delivering the product or service

Your job as a sales rep doesn’t end when the contract is signed. The best sales people continue to follow up with clients and customers after the sale; that’s smart because it’s always easier to sell additional products or services to an existing customer than to bring in a new customer.

Follow-up after you've delivered services to make sure they are happy with the outcome

Dear {First name},

I heard from {department} that your {service} was completed on {date} and I wanted to reach out and ask — are you loving it?

If you have any questions or concerns at all, you know where to reach me.

{Closing}

Follow-up after you've delivered their order to make sure they are happy with their product

Dear {First name},

I heard from {department} that your {product} was delivered on {date} and I wanted to reach out and ask — are you loving it?

If you have any questions or concerns at all, you know where to reach me.

{Closing}


Other general follow-up messages

Some additional follow-up email messages to have in your toolbox.

Telephoned and left a message follow-up

Hi {First name},

I tried calling but assume you’re busy at the moment. I know how it goes.

When you have a moment, please call me back at {number} or reply here to let me know if there’s a better time for me to phone you.

Hope to talk soon.

{Closing}

Following up after they’ve viewed a Showcase (or other triggering event)

*Note: This is a clever technique some of our clients use to appear omniscient. When they receive the email alert notifying them that a client has viewed a showcase, they call or send a follow-up email like this one and the client replies — “That’s so funny! We were just talking about you…”

Hi {First name},

I trust you’ve had a chance to review the {proposal/presentation} I sent over, so I thought it was a good time to check in with you again.

Have you had a chance to think it over? I’m happy to chat on the phone to answer any questions you may have.

Are you free {specific time} or {specific time} for a quick conversation?

{closing}

Follow-up after a networking event or conference

Hi {First name},

It was great connecting with you at {event} on {date}.

I was thinking about what you said about {problem or pain point they mentioned} and thought you might appreciate this case study on how we helped a similar company achieve {benefit or goal}. {insert VIP link to Showcase}

I would love to discuss how we can make this solution work for you. Are you free for a phone call at {specific time} or {specific time}?

{Closing}

Intro made by someone else and wanting to pick up the conversation one-on-one

Dear {First name},

It sounds like {introducer} thought we should talk, and I agree. I’d love to get to know you and hear more about {company and/or problem}.

Are you free for a call at {specific time} or {specific time}?

{Closing}

A prospect who has moved companies and expressed their desire to take your services with them to their new job

Dear {First name},

Congrats again on the new position! Have you finished setting up your new desk yet?

As promised, I am following up with you to talk about bringing {product/service} to your new job.

Can we set up a time to talk about the details? I could do a meeting at {specific time} or {specific time}.

In the meantime, here are some materials you can take to your new {boss/board of directors/manager/team} to get them acquainted with {product/service}: {insert VIP link to Showcase}.

Let’s catch up soon!

{Closing}

Photo by Cytonn Photography on Unsplash

As you might have noticed, having all your sales materials in one place, like Showcase Workshop, can make sales follow-up emails even more powerful and effective. With Showcase, you can send emails directly from the app, share proposals and presentations directly to your prospects, and even keep track of when a prospect has viewed the materials you sent.

Click here to arrange a free demo — and we promise, a real human will follow up with you!

Header image by Chen Mizrach on Unsplash