Write a sales follow-up that is useful to the prospect, not a generic check-in. I am selling [MY OFFER] to [PROSPECT AND COMPANY]. Use the account context and interaction notes below to earn one specific next step. Interaction type and date: [INTERACTION] What the prospect said, asked, or objected to: [CONVERSATION NOTES] Relevant proof, resources, and commercial context: [RELEVANT MATERIAL] Desired next step and timing: [NEXT STEP] First, identify the strongest legitimate reason to follow up: an agreed action, an unresolved question, a stated business priority, or a useful resource. If none exists, say so and write a low-pressure close-the-loop message rather than inventing urgency or familiarity. Produce three subject lines and two email versions: - Version A: 90–130 words for a prospect who engaged recently. - Version B: 55–85 words for a prospect who has gone quiet. Each version must open with a specific reference to the interaction, connect one stated problem to one relevant capability or proof point, and end with one low-friction call to action. Use a proposed time only if it is supplied. Do not stack multiple asks, include a meeting link without context, or use false scarcity. Keep claims modest and supported by the inputs. After the drafts, add a brief send note explaining which version fits the situation and what to remove if the referenced interaction is weak. Ask up to 3 clarifying questions only if a required input is missing. Before answering, check that every claim about the prospect comes from the notes and that the call to action can be answered with a simple yes, no, or proposed time.
Fill in
| Placeholder | What to enter | Example |
|---|---|---|
| [MY OFFER] | Describe what you sell, the relevant capability, and any accurate proof point you may use. | Workflow software for finance teams; it routes invoice approvals and shows audit status. Approved proof: Northwind reduced approval handoffs from five to two. |
| [PROSPECT AND COMPANY] | Enter the prospect’s name, role, company, and only relevant account context. | Elena Park, Controller at Harbor & Pine, a 140-person furniture distributor. |
| [INTERACTION] | State the interaction type and date, such as a demo, event conversation, or prior email. | Thirty-minute demo on Tuesday, Sept. 16. |
| [CONVERSATION NOTES] | Paste the prospect’s needs, questions, objections, commitments, and any exact wording worth preserving. | Elena said month-end approvals sit in email and asked whether approvers can delegate while on leave. She needs to include the CFO before moving forward. |
| [RELEVANT MATERIAL] | List approved case studies, resources, pricing context, or answers that directly relate to the conversation. | Product supports temporary approver delegation. Approved two-page controls overview is available. Pricing was not discussed. |
| [NEXT STEP] | Enter the single outcome you want, such as a 20-minute review or approval to send a proposal. | Ask whether Elena wants a 20-minute review with the CFO next week; offer Tuesday or Thursday afternoon. |
How to use
- Paste the actual notes from the last interaction, including objections and promised actions.
- Choose one next step that matches the stage; do not ask for a demo, proposal, and referral in one email.
- Remove any proof point that does not directly support the prospect’s stated concern.
- Follow up with: “Rewrite Version A for a CFO who did not attend, using only the same verified facts.”
Variations
Post-demo recap
Use immediately after a demo with several stakeholders.
Write a post-demo recap to [ATTENDEES] at [COMPANY] based on [DEMO NOTES], [AGREED ACTIONS], and [APPROVED RESOURCES]. Produce a 120-word email with three sections: their priorities, answers or materials promised, and one next step with owner and date. Mention only topics attendees raised or saw in the demo. Do not claim agreement, business impact, or technical fit that was not established. Ask up to 3 questions only if needed. Check that each promised follow-up has a clear owner or is marked unassigned.
Proposal nudge
Use after a proposal has been sent but not decided.
Draft a proposal follow-up for [PROSPECT], using [PROPOSAL CONTEXT], [DECISION PROCESS], and [OPEN QUESTIONS]. Write two emails: a 100-word decision-support note and a 65-word close-the-loop note. Reference the proposal’s stated outcome, surface one decision blocker, and offer one helpful action. Do not create deadlines, discounts, or procurement facts not supplied. Ask up to 3 questions only if required. Check that the tone leaves room for a no and does not imply a commitment.
Re-engagement note
Use for a former opportunity after a meaningful new reason to reconnect.
Write a re-engagement email to [PROSPECT] based on [PAST CONTEXT], [NEW RELEVANT DEVELOPMENT], and [CURRENT OFFER]. Keep it under 110 words. Open by acknowledging the prior conversation without pretending continuity, explain why the new development may matter to their stated situation, and offer one low-effort next step. Do not use generic “bumping this up” language or invent familiarity. Ask up to 3 questions only if required inputs are missing. Check that the new reason is genuinely relevant and supported by the inputs.
Tips
- Follow up on a decision, question, or promised material from the prior exchange; “just checking in” gives the prospect no reason to reply.
- Use one proof point only when its setting is comparable enough to be meaningful, and name it as an example rather than a guarantee.
- A no-response message should make it easy to decline or defer; that protects trust and often gets a clearer answer.
- If several stakeholders are involved, state who needs to do what next instead of assuming the original contact owns every decision.
FAQ
How many times should I follow up?
Use the prospect’s buying cycle and the value of each new message, not a fixed sequence. Stop or close the loop when you have no new, relevant reason to contact them.
Should AI personalize from LinkedIn or company news?
Only use facts you can verify and connect to the offer naturally. Surface-level personalization can feel intrusive or inaccurate.
Can AI write a follow-up after an objection?
Yes, if you supply the objection and the accurate answer. Do not have it promise product capabilities, pricing, or implementation terms that were not approved.