Follow Up Email: Set Yourself Up for Success

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You are close to closing a huge sale!  You prepared thoroughly, nailed the sales meeting, and now you need to follow up!  Your follow up email can put you in a leading position over your competition.  Here are the components you should always try to include in your emails, and three templates that will help you get started:

Components of an Effective Follow Up Email

Your follow up email after a presentation presents another opportunity to provide value to your client and reinforce your trustworthiness.  Whenever possible, try to include the following:

  1. Thank them for their time and express how much you enjoyed speaking with them.
  2. Express your high expectations for your relationship with them.  This is called the Pygmalion effect.  It is a psychological term that basically means high expectations lead to higher performance, while low expectations lead to lower performance.
  3. Add value with relevant content.
  4. Restate important components of your meeting to demonstrate that you listened carefully.  Make sure to mention the problem you plan to solve!
  5. Reinforce that you kept your promises.  For example, “I promised to send you ___, which I have attached.”
  6. Remind them of their commitment to meet again with you, assuming that you have a follow up meeting scheduled.  If not, tell them you will call on a certain date and time, and ask them to provide a better time if they are not available.  Always close each interaction with an established next step and deadline to avoid fizzling out.

Follow Up Email Example #1

Hi Chery!  Thank you taking time to meet with me yesterday.  I am so excited about your ideas on how we can leverage my team to increase employee engagement and solve the problem with dependent verification!  During our meeting I promised you a comprehensive project plan and some example communication pieces, which I have attached.  I have also attached a letter of reference from a hospital client of ours who had similar needs.

As promised, here are the takeaways from our meeting:

  • XYZ Hospital needs to reduce medical claims by increasing engagement in the telemedicine plan, reinforcing discounts when employees use XYZ Hospital, and increasing participation in the wellness plan. We will accomplish this with one on one meetings over the phone or face to face.  Benefit counselors will use a script approved by XYZ Hospital.
  • XYZ Hospital would also like to conduct a dependent verification audit. Counselors will review documents and input data into the HRIS system.
  • XYZ Hospital needs a scheduling system that will not create administrative burden for Human Resources. My organization will handle scheduling with each department manager and provide an electronic scheduling tool.  Counselors will be available all days of the week during all shifts.
  • Because XYZ Hospital needs a solution that will not interfere with the fiscal budget, our organization will cover our expenses with a commission offset model instead of a fee for service. We will prepare a market analysis for XYZ to review, and XYZ will choose at least three appropriate voluntary benefit plans.
  • My organization will deliver the market analysis no later than end of day Wednesday, (date). We will discuss the options over the phone on Friday, (date) at 10:00 a.m.

Please let me know if I missed anything.  I am looking forward to our call on (date)!

Follow Up Email Example #2

Hey Sarah!  I would like to thank you for meeting with me last week.  I enjoyed our conversation and look forward to further exploring how we can help your employee population maximize the benefits on their Health Savings Account.  I’ve spent some time thinking through potential next steps for you and how you might evaluate the decision to outsource.  If I were in your shoes, here is what I would consider:

  1. What kind of relationship will I experience with this firm? Are they a vendor or a true long-term partner?
  2. Will the organization I choose share my concerns and be willing to compromise?
  3. Will this firm commit to a multi-year strategy?
  4. Do the individuals this firm employs represent an extension of my team? Do they carry themselves with the same level of professionalism?
  5. Will this firm embrace the strategy I have set or will they use any means necessary to drive additional revenue back to their organization?

Hopefully this list has added some value and freed up some of the time you might have invested in your evaluation.  I have attached a chart that addresses how our organization might be a long term fit that serves as an extension of your team.  It also gives some helpful statistics concerning the superior quality of our employee population.  I am looking forward to our next meeting on Friday, (date).  I will call you at 2:00 as we discussed.  Thank you!

Follow Up Email Example #3

Dan, I wanted to again thank you for your time earlier this week.  I can tell that we will work well together, and I look forward to sharing more ideas on how we can work through your retention problems!

I thought you might like to read the attached case study from another client of ours who had similar problems with retention.  You may find it helpful to read how another client solved this problem using our services.  I promised I would send you some sample communication pieces we can use on your intranet, which I have attached.

You told me that you plan to meet with your team later this week to discuss your options.  Please let me know if any questions come up or if I can provide any more materials for you.  As promised, I will call you at 9:00 on Monday morning to talk about how your meeting went!  Thank you!

 

Hopefully these templates help you craft your next winning follow up email.  The trick is to always provide value when following up and avoid “checking in.”  Create a new deadline each time you follow up, and hold your prospect accountable by restating your meeting time if they agreed to another meeting.  Good luck, and happy hunting!

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4 Responses to Follow Up Email: Set Yourself Up for Success

  1. Christy B says:

    I like that you include solid examples to illustrate your points! Very helpful.

  2. One thing I’ve found that is quite effective is using their first name a few times throughout the email. This really shows them that it’s not just a cut and paste email from a template and helps draw their attention to key points. And people love hearing their names!

    • Jessica Billiet says:

      HubSpot did a study on this and found that it increased response rates by more than 50%! Great point! Why didn’t I think of that!? 😉

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