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How to Write a Great Follow-Up Email in 4 Easy Steps

Posted by Robert Beckerman
Robert Beckerman
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How to Write a Great Follow-Up EmailIncreasingly, more business is conducted on the Internet than ever before. This is due to a number of reasons, the most significant of which is that more people are spending more of their time using the Internet for more reasons every day.

For sales teams, adapting to this new reality is an important part of staying successful and competitive. One of the best ways to do this is to make strong use of email, which has long been and continues to be the most-used Internet platform.


How good emails can benefit your sales team

A good email can be one of the most effective sales tools your team has at its disposal, provided it is used properly. First and foremost, emails remind a customer or potential customer that you and your company exist. Potential customers typically have a lot on their plates, and it can be easy for them to forget about your company and the solutions you can offer them.

Email is also far less intrusive than a phone call. Instead of needing to speak with a salesperson right when they call, the customer can read an email at a time that is convenient for them; presumably when they have time to focus and think about your products or services. An email also gives them the ability to refer back to the information contained within it anytime they need to, whereas they might forget information in a phone call as soon as something else grabs their attention.


Writing a great follow-up email

Fortunately, writing a great follow-up is not very complicated, as long as you and your sales team understand the elements in a great email. The following are four easy steps that will ensure that your follow-up emails are as effective as possible.


1. Open with a thank you regarding previous correspondence

Make sure to respect and thank the customer for their time. Acknowledge previous correspondence and the fact that you appreciate any and all time the customer has given in the past, as well as the time they are taking to read your current email. This section should be short and to the point.


2. Reiterate what was discussed previously

You customer likely has numerous sales pitches thrown at them every week, so it is important to reiterate previous discussions. Reference needs or interests that were discussed, any unique insights uncovered and any solutions you can offer them in relation to those prior conversations. It helps significantly if your sales team has recorded key points about the customer. This can be accomplished by creating a standardized set of key questions in the form of an Insight Panel™.


3. Have a specific reason for the follow-up that directly addresses the customer’s needs

Make sure you have a specific reason for following-up with the customer. Try starting your email with, “ I am writing you today to specifically address/review/introduce …”You should not simply be emailing them because they are on a list of leads. Instead, come to them with a solution or value proposition, but make sure that you are always customer-centric and providing customer value.

The reason for an email does not necessarily have to do with your company’s products or services. For example, if there are some significant new trends in your industry that you feel are important, you can time that notice with a competitors contract that you know is expiring.


4. Close with a thank you and by clearly placing the ball in the customer’s court

Always thank them for their time, and make it clear that you are expecting to hear back from them if they are interested in moving forward.


Utilized properly and with good organization, email can an important and strategic tool in your sales team’s arsenal when trying to increase sales effectiveness.


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Topics: Sales Effectiveness, Sales Techniques, Building Trust, Sales Process & Performance