HYPER-PERSUASIVE
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Prospecting, follow ups, multi-threading, negotiating, closing:
These sales email templates have you covered throughout the entire
sales cycle. Use these fill-in-the-blanks templates to master data-
backed selling techniques AND close more deals from your inbox.
Sales Email Templates
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1. POST-MEETING FOLLOW-UP EMAIL
Hi [FIRST NAME],
Is [PAIN POINT FOR PERSONA]
stopping your team from reaching
your goals?
Imagine being able to [TOP USE
CASE FOR PERSONA]
to improve [POSITIVE OUTCOME].
As I research [BUYER COMPANY],
I see one big way where [BUYER
COMPANY] can boost your team’s
performance:
[WORKFLOW] so you can [BENEFIT]
(I noticed you recently [COMPANY
NEWS])
Does it make sense to discuss
[POSITIVE OUTCOME] for your team?
- [YOUR NAME]
Subject: Losing winnable deals?
Boost win rates for your northeast
SMB team
WHY IT WORKS
Loss aversion
This powerful copywriting technique leverages
psychology: Human beings are TWICE as likely to take
action to prevent a loss as they are to obtain a benefit.
Specific benefit
Choose one ultra-specific message. It will make
your outreach more effective: Instead of asking your
prospects to do the work and find their area of interest
in your email, you can give more context and multiply
the impact of your prospecting emails.
Use these words that sell
Words like “you,” “your,” and “imagine” boost your
win rates.
Interest CTA
Asking for interest is 2X more effective than asking for
time in cold outreach. Here’s the data:
Cold Emails: Ask for interest, not the meeting
win rates
Specific
CTA
Open-ended
CTA
15%
13%
Interest
CTA
30%
Use this template as email #1 in your sales cadence:
2
Subject: Reuse email #1 subject line
Hi [FIRST NAME],
I hope you’ve been well.
I’m curious if you have considered
[INSIGHT]?
[Customer] was doing [Old process].
But, by changing and doing [solution],
they were able to [desired goal] which
led to [big outcome].
At a high level, [YOUR COMPANY]
helps [target personas] achieve
[strategic goal] by [Solution].
Would achieving [OUTCOME] help
your team deliver on its [INITIATIVE]?
- [YOUR NAME]
2. PROSPECTING FOLLOW-UP EMAIL
WHY IT WORKS
Keep it Simple
If you are going to open a cold email before diving into
the body, lead with a nicety. It is the only opener that
actually helps reply rates and meetings booked. All
other versions performed worse than no opener used.
Be informative
Is this insight useful even if they don’t buy from you? If
the answer is no you’re pitching, not delivering value.
Tell a story
There’s a beginning, middle, and end. The starting
point is close to what your prospect is experiencing
with the status quo, the middle is the change (not just
buying a solution), and the results must be specific to
them. Reminder: Using generic ROI language in cold
emails decreases success rates by 15%.
Interest CTA
This is another version of an interest CTA (selling the
conversation, not the meeting). Get the full list of sales
email CTAs here.
Follow-up on your first email with a quick note:
3
Hi [FIRST NAME],
Looking forward to connecting
tomorrow to explore the impact of
[SELLER COMPANY] for your team at
[BUYER COMPANY].
Wanted to share this short video
of how [CUSTOMER NAME] uses
[SELLER COMPANY] to [POSITIVE
OUTCOME].
My [TEAM MATE JOB TITLE], [TEAM
MATE NAME], and I look forward to
speaking tomorrow at [TIME] here:
[WEBCONFERENCE LINK]
- [YOUR NAME]
3. PRE-MEETING EMAIL
WHY IT WORKS
Introduce your team
This serves two purposes: First, save time at the start
of the call introducing participants. Second, give a
clear understanding of who will be attending so buyers
know if they should include a team member (think a
technical counterpart if an SE is joining the call).
Use it as a reminder
Reduce no-shows by giving buyers an opportunity
to reschedule if last-minute conflicts have appeared
on their calendar. It’s better to reschedule than get
ghosted.
Set the agenda
This gives buyers a chance to add items to the agenda
so you can get a head start before the meeting starts.
Use social proof correctly
Before name-dropping customer logos: Think about
whether your buyer would consider themselves similar
to them. Used incorrectly, social proof WILL backfire.
The data.
Avoid calendar malfunctions
Time lost joining the call means less selling time. Avoid
losing precious selling minutes at all costs.
Subject: [POSITIVE OUTCOME]
w/ [SELLER COMPANY]
In CC: All seller-side meeting participants
Send this email the day before your meeting:
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Hi [FIRST NAME],
I enjoyed our call today, and I hope you
did too. Here are the top value adds we
went over:
Next steps:
I’ll [NEXT STEP] so we can proceed to
[SHARED GOAL].
@[FIRST NAME]: you mentioned
needing to check [ITEM], would it be
possible to do so before [NEXT STEP]
so I can show you [WIIFM]?
Resources for review:
- [CUSTOMER NAME] story: Improve
[STAT] by 10%
- [DOCUMENTATION LINK]: Connect
[BUYER COMPANY] with [OTHER
TOOL]
- [YOUR NAME]
4. POST-MEETING FOLLOW-UP EMAIL
WHY IT WORKS
Make it searchable
Use your company name to make emails easy to find in
your buyer’s inbox.
Send this to all meeting participants
Use this section for your email to all email participants.
Personalize your email
Call out important sections of your email to specific
participants. Important: ONLY add resources if they
provide a direct answer that your buyers asked for in
the call. If you don’t have anything to share, leave this
section blank.
Use compelling events to create urgency
Use the buyer’s timeline (New Fiscal Year, Internal
project kick off, Key hire joining the team) to speed up
the cycle.
Identify next steps for your buyers
Yes, it’s okay to call out items that your buyers
need to handle to keep your deal moving. It keeps
everyone accountable (even your buyers), and shows
professionalism.
What’s in it for me?
Any step in the process should bring value to your
buyers. Bring that front and center to keep your deals
moving fast. Failing to explain this translates to slower
response times and sub-par velocity in your deals.
Subject: [SELLER COMPANY] Call Summary
Send to: All seller-side meeting participants
1. [BENEFIT 1]: Improve [PAIN POINT]
by [SOLUTION
2. [BENEFIT 2]: Identify
[IMPROVEMENT AREA] by
[SOLUTION] (I attached some
resources for you on this based
on your questions during our
conversation earlier)
3. [BENEFIT 3]: Scale [PROCESS]
with [SOLUTION]
Send a follow up email to recap your call and outline next steps:
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5. MULTI-THREADING: UPDATING THE
DECISION MAKER
Hi [FIRST NAME],
Thank you for introducing us to [NEW
POINT OF CONTACT] to discuss
[SELLER COMPANY] for your team.
I’m sending an email to update you on
our conversation today.
In short, we uncovered how we can
immediately impact [PAIN POINT] for
[NEW POINT OF CONTACT]’s team,
plus [POSITIVE OUTCOME] across
[BUYER COMPANY].
We’re meeting again [DATE] and
including [ADDITIONAL POINTS OF
CONTACT] to expand on their use
case.
I’ll be sure to keep you in the loop as
we progress.
Thanks again,
- [YOUR NAME]
WHY IT WORKS
Keep open communication
Even if you don’t expect an answer from them yet,
you’ll need one soon. Being intentional in your
communication with makers is putting in favors that
you’ll be able to cash in later in your deal.
Take it on the chin
Are they trying to shake you off? Maybe. Are you going
need them to close the deal? Absolutely: win rates
drop 8 decision makers aren’t involved. The data:
Speak to their level
This allows you to keep your updates relevant AND
keep pushing for a larger deal.
Share next steps
Giving them visibility into your progress makes it easier
to reconnect with them later in the deal, speaking of
with them later in the deal, speaking of which:
Subject: [SELLER COMPANY] update –
no action required
Send to: Decision maker
You need to get to the DM. BUT: Don’t over-involve them (or risk losing them early in the deal).
Instead, keep them updated so you can bring them in when their input is required.
SMB win rates are significantly lower when
decision makers aren’t involved in deals
SMB win rates
-80%
DM Involved
with deal
DM Missing
with deal
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6. MULTI-THREADING: LOOPING THE DECISION
MAKER BACK IN
Hi [FIRST NAME],
As an update, the team feedback has
been very positive and we’ve surfaced
great use cases and potential results.
We’re now preparing for an executive
presentation, and we’d like to loop
you in with you to showcase the
insights and projected impact on your
business, plus get your input.
How does your schedule look to
connect [DATE/TIME]?
Feel free to suggest a better time on
your end. Looking forward to it.
- [YOURNAME]
WHY IT WORKS
Set expectations
Explain why this step requires them, specifically, and
can’t be handled by someone else on their team.
Use a specific CTA
For active opportunities, Specific CTAs outperform
every other type of CTA.
Subject: SELLER COMPANY] - [BUYER
COMPANY] executive presentation
Send to: Decision maker
You kept the DM updated on your progress, now it’s time to bring them in for the final stages of the deal.
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Hi [FIRST NAME],
Curious if I could put some time on
your calendar ahead of our executive
presentation on [DATE/TIME]?
Want to make sure we’re addressing all
stakeholders in the call and surfacing
any concerns the team has ahead of
[NEXT STEP FOR BUYERS].
Does [DATE/TIME] work?
- [YOUR NAME]
7. CHAMPION PREP CALL
WHY IT WORKS
Lead with your ask
Get to the point: it shows you’re invested in the
process and considerate about their time.
What’s in it for them
Show that by prepping the call with you, they are also
reducing the chances of a negative outcome that could
jeopardize their project.
Use a Specific CTA
Reduce friction for them to say “yes.”
Subject: SELLER COMPANY] - [BUYER
COMPANY] executive presentation
Send to: Champion
They’re bought in. Time to call in a favor to boost your odds of success with the C-Suite.
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Hi [FIRST NAME],
Totally get where you’re coming from.
Let’s hop on a quick call to align
pricing with your budget plus answer
any questions. I’m sure we can knock
this out in 9 minutes tops.
Does [DATE/TIME] work?
- [YOUR NAME]
8. NEGOTIATION
WHY IT WORKS
Validate the objection
Do NOT apologize for your price. Instead: Show that
their concern is heard and offer a solution.
Reframe that it’s in their best interest
to discuss it on the phone
Show that by prepping the call with you, they are also
reducing the chances of a negative outcome that could
jeopardize their project.
Confirm small time investment
Don’t scare away buyers. Calibrate your ask to prevent
negotiations from dragging on.
Use a Specific CTA
Make it as easy as possible for your buyer to accept
your invitation. A specific CTA requires a simple Yes/No
answer versus an open-ended CTA which asks them to
scan their busy calendar for an open slot.
For active opportunities, Specific CTAs outperform
every other type of CTA. The data.
Reply to: Budget holder
The finish line is in sight. Use this template to fast-forward through haggling and get your deal signed.
Deal Emails: Ask for a specific day
and time in your CTA
0 10 20 30 40
Specific CTA
Open-ended CTA
Interest CTA
30%
32%
25%
9
Hi [FIRST NAME],
Great catching up today – I’m sending
a quick note to share your [SELLER
COMPANY] Proposal we reviewed
today.
Also, I just sent an invite for us to
connect [DATE/TIME] to [review
questions and finalize]. Looking
forward to it.
- [YOUR NAME]
9. CLOSING
WHY IT WORKS
Only send your proposal AFTER the call
Never – I repeat, NEVER – send a proposal without
scheduling a call to walk through it with your buyers.
You’ll be able to control this crucial part of the
conversation (and get a sense of how your proposal
was received, instead of refreshing your inbox while
speculating on what they’re thinking).
Take control of next steps
Don’t treat this part of your sales cycle as a formality!
Top reps are paranoid about their deals: Get as much
information as you can to identify any last-minute
hurdles (or risk putting out fires left and right come
end of quarter).
Subject: [SELLER COMPANY] Proposal
Send to: Decision maker
This is the most crucial step of your deal. Proceed with caution or risk having weeks of pain-staking
work crumble before your eyes.
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10. HAND-OFF
Success! Contract, signed. Deal, won. Commission, earned. Here’s what to do to set the right
expectations for your buyers moving forward:
Hi [FIRST NAME],
I’d like to introduce you to your [JOB
TITLE] [FULL NAME], who will be your
main point of contact for all things
[SELLER COMPANY].
Here is what you can expect during the
[SELLER COMPANY] launch process:
[TEAM MATE NAME], can you provide
your availability for both meetings to
the [BUYER COMPANY] team?
Looking forward to working with you
and the team!
- [YOUR NAME]
WHY IT WORKS
Set expectations
Show that your company is continuing to invest to
make your buyer successful by highlighting specific
next steps
Allow teammates to take control of the
conversation
Tee up your customer success team for a win.
Subject: [SELLER COMPANY] + [BUYER
COMPANY] Onboarding
Send to: Decision maker
CC: Team mate
1. Kickoff (Account Set Up &
Optimization) - (45 min)
Attendees: Those who will help
complete [SELLER COMPANY] set up
from your team.
2. Strategic Alignment Session
w/ Executive Sponsor - (60 min)
Attendees: Stakeholders involved in
defining strategic initiatives for our
partnership.
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11. REFERRAL
WHY IT WORKS
Use a priming effect
It’s a basic psychological principle that makes people
more likely to comply with an ask. Thanking someone
for their generosity BEFORE making an ask gives them
a [positive] expectation to live up to.
Give a reason for your outreach
Why them? Why now? This copywriting tech consists
in addressing common objections upfront to neutralize
them.
Make a clear ask
Make it dead-simple to accept your ask. It’s easier to
say “yes” (and actually do it) if you are specific about
what they need to do.
This powerful prospecting play will turn today’s closed-won deals into tomorrow’s pipeline.
Here’s how to do it:
Only If You Want More
Follow Gong on LinkedIn for more data-backed sales tips.
Hi [FIRST NAME],
Thank you again for your business.
You’ve truly been great to work with,
and our team is thrilled to work with you
and the [BUYER COMPANY] team.
Since you’ve seen early success with
us, I’m hoping you’re game for a quick
ask: I’m trying to get a conversation
going with [PROSPECT COMPANY],
and I see you’re connected to [NAME,
TITLE].
Do you know him/her well enough to
introduce me via email?
Much appreciated,
- [YOUR NAME
Subject: Thank you!
Send to: Decision maker
CC: Team mate
