If you think you’re missing sales – it’s because you’re forgetting these emails

Have you ever felt that you’re missing out on sales? Like there’s money left somewhere? Have your customers ever felt that they’re leaving money on the table, but they can’t find where it is?

We’re going to attract the money and sales that you and your customers deserve. The good news? It’s easier than you might think.

The better news? It’s all done with emails.

The best news? It’s all done on automation – no manual emails.

THE BESTEST NEWS EVER? I’ve included email templates below.

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Your conversion rates could be higher

On one of our webinars, we had close to 100 attendees (96 if I look at the attendee list) and we closed the call with a sales pitch.

On the call, we converted 10 people into a $1200 sale, generating $12 000 in revenue. Not bad, I was certainly very happy.

However, if I left it there I’d have missed out on even more sales.

Let’s say the conversion rate was 10% on the call. That’s not brilliantly high, but $12 000 for a 90 minute call is pretty good. However I knew I was leaving money on the table.

The problem was that I knew I was missing out on sales, but I was only giving people one chance to sign up and buy.

I sent a REALLY simple 3 part email follow up series after the call. 1 email on the first day, 2 on the second day and 3 on the third day.

Just sending 6 emails over 3 days generated another 30 sales. 30! That’s an extra $36 000 on top of the original $12 000. That’s a 300% increase in sales with 6 emails.

Seems worth it right?

This isn’t just me of course. Our customers also notice marked increases in sales after the initial offer IF they follow up. Sales calls, webinars, pitches. We make sure our customers follow up with all conversations.

Just because someone hasn’t said yes, doesn’t mean they’ve said no.

Just because people don’t say yes, doesn’t mean they’re saying no. If you make an offer to a potential customer, and they don’t buy, does that mean they’re saying no?

Let’s say we run a sales webinar and we make an offer. If 90/100 people don’t buy, does that mean they’re saying no?

Not necessarily. We must do everything we can to follow up with those that haven’t bought. Just because someone hasn’t said yes, doesn’t mean they’ve said no.

We want to do everything we can to convert those that haven’t said yes yet.

This absolutely is NOT a hard sell. This is about doing everything we can to help people, who need our help.

How many times have you promised to fix something, only to let life get in the way? Sort your taxes, go to the gym, make a decent meal etc.

What if someone was reminding you to do those things and making sure that you benefited from it? We’ve talked before about mortal strategy, and how doctors will do everything they can to fix a broken leg.

We want to follow up with attendees and do everything we can to convert them, help them and make their life better.

Follow up emails

The critical part of any follow up email and automation, is knowing exactly what you want to get out of your emails.

Do you want them to click and buy? Do you want them to book a proposal call or meeting? Knowing the next action you want customers to take, is vital to the success of a follow up email.

We absolutely do NOT write emails like this:

Hey Dave

I was just wondering how you were getting on. Did you get a chance to look at the product?

Let me know if you have any questions.


Ugh. Weak sauce man.

Instead, we’re going to clearly define the action we want them to take. We’re also going to have specific actions/reasons to send the follow up emails.

For starters, a follow up email after a webinar to get a sale, will look very different to a post meeting email.

Below I’ve got 3 situations to send follow up emails and an example email.

1. After a meeting

After a meeting, we want to drive the next action. That could range from sending over a proposal, to getting the customer to buy a product or service.

The key is to remind your customer that you were a) listening and b) you can help.

We’ll send an email like the below.

Subject line: Was that all clear or can I repeat for you?


Yesterday was great, really insightful.

I just wanted to check that I had got the main points written down.

[main goal #1]

[main goal #2]

[main goal #3]

I also just wanted to check that you’re still looking to solve

[main problem #1]

[main problem #2]

[main problem #3]

Do you want some help working on these and implementing some of your goals?

[sign off]

This email is perfect for after a consultation.  Probably tough to automate, but save it in your templates.

All we do is talk about the 3 target goals they have and 3 major problems that they talked about.  It also ends with the easiest sales line in the world.

You need to start sending post meeting emails.  They’re important because they affirm that you’re a professional, they give you credibility and they give you fantastic leverage.

Send them after a meeting, phone call, Skype chat or networking event.

2. After a webinar

After a webinar, we’re probably trying to get them to convert and buy a product. Some people will naturally want to buy on the call, others will want to buy after thinking about it.

In an ideal world, we have an offer that runs out a few days after the call. But that’s not 100% necessary, just following up with people who attended WILL drive more sales.

We’ll send an email like the below after a webinar.

Subject: Are you still suffering from [problem]?


Yesterday you we’re on our call about [problem]. I know you’ve been having trouble with that and I want to help.

As you know [product name ] is designed to help [niche] with [problem].

I want to make sure that you never suffer from [consequence] again.

Imagine waking up and [benefit] from now on? What would that mean to your life?

Here’s the deal, we’ve got [product name] open and I want to help you [result/benefit].

You know that this is the exact step and push you need to start [better future]. So click here to sign up and we’ll start working on it today.

[sign off]

If you’re serious about following up after a webinar, we use a 1-2-3 method. 1 email the day after, 2 emails after that and 3 emails after that.

6 emails might sound like a lot but we’re doing EVERYTHING we can to make sure we’re helping people. I believe we have a moral obligation to help as many people as we can. We have to overcome our comfort zones in order to serve more people. Email follow ups are a reminder that someone IS willing to help.

No one will EVER be able to accuse you of not willing to help, if you follow up with your webinar calls. The same goes for your customers. Do everything you can to help them follow up with their customers. The more people they serve, the better.

And if you’re building funnels for customers, and 6 emails will increase their sales, doesn’t that sound worth it?

3. After a pitch/proposal

The most common follow up email we would send, as funnel builders, is after a proposal or pitch.

What’s the most common mistake funnel builders make when following up? It’s sending an email like the first example. Weak, directionless and clearly looking for an answer.

Instead, we’re going to send an email that reminds them what they need help with, the benefits they could be seeing AND that we’re willing to help.

Subject: [Customer name/business name] solution proposal

Hey Neil

Really glad we could talk over what [customer name] needs and that [your business name] can help with.

I’ve attached an invoice for the deposit.

If [customer name] really wants to [achieve result], we’ve got to build/eliminate [problem/action].

It’s got all the details included for payment in the PDF. Let me know when that’s all done and we’ll start building. I’ll book a time for you to be in for half a day, and we’ll work out the strategy.

Speak soon.

[Sign off]

Remember, they’ve already bought in their mind. They have bought and they want the results. We just need to sign a contract and pay a deposit. 

Customers wouldn’t have listened to your proposal/pitch unless they were interested. It’s our job to get them over the line and commit to the sale.

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Leaving money on the table

Follow up is the largest hole I see in so many businesses. The follow up is critical in a sales funnel or marketing funnel. Whether it’s automated or habit or a template, it’s an essential part of closing the loop.

If you’re leaving money on the table, no matter how many new customers you find, you’ll always be operating at a less than maximum efficiency.

Get over your initial embarrassment and start sending follow up emails. You’ll be glad you did.

“If I send 6 emails, won’t they get mad?”

I totally understand your initial reaction to the number of follow up emails. Of course this probably isn’t appropriate for post meeting or pitches (although…we have sent a few emails like that after a pitch and they worked), but after a product sales webinar – absolutely do it.

You fear that customers/attendees/subscribers will drop off because you’re hammering them with sales. They won’t think that. At absolute worst, you might have some people unsubscribe but people won’t get angry with you.

If your mindset is “I owe it to my customers to help and serve as many people as possible”, your emails will reflect that and it’ll come through your follow up communications.

Fix your funnels

If you feel you’re missing out on sales, or you want to push your sales conversions to their limit – you need to see where you can improve your conversions. The fastest way to increase your conversions across your funnel, is with our Funnel Troubleshooting Flowchart. You can see exactly where you need fix your funnel AND it tells you exactly what to do when you find the leak.

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Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.