According to the Brevet Group, “80% of sales require five follow-up calls after the meeting, while 44% of sales reps give up after one follow-up.” The question is, why? …
And the answer is: salespeople don’t know what to say!
Sure, saying nothing is better than saying the wrong thing—but these free sales funnel templates will do the talking for you! No need to leave prospects hanging.
How Words Impact Your Sales Funnel
Let’s compare and contrast.
Imagine you’re a prospect in the market for a contractor. You’re renovating your home and need a trustworthy, reliable team of specialists. Which of these “follow-ups” would be more appealing to you?
Follow-up email #1
Hey there,
This is Jim; I’m following up with you to see if you’ve received my last email. I’m hoping we can reconnect next week so I can tell you more about the exciting new services we’re offering.
Jim Harbaugh
Account Executive
Belis General Contractors
Follow-up email #2
Hi Rick,
When we spoke on the phone last week, you mentioned that you weren’t sure about the costs involved with your project.
You were worried about getting ripped off.
I went ahead and picked up the “2023 Contractor’s Pricing Guide: Residential Repair & Remodeling Costs Book” for you.
This will show you what your home improvement project should cost and explain why.
It’s normally $84, but I was able to get it free.
If you have questions about anything you read here, I can get our foreman on the line to talk with you.
Let me know if you’d like me to make this happen.
Best,
Michael Foth
Account Executive
Belis General Contractors
———-
Quite a difference, right?
If you’re like most people, you’re far more interested in speaking with Michael. He’s going above and beyond to take care of his prospects.
His message is loaded with value.
As a result, prospects are drawn to him and his company. They’re eager to work with someone who understands their problem the way He seems to.
What’s his secret?
It all comes down to Peter Thiel’s value formula.
- Create X dollars of value for others
- Capture Y percent of X.
How does this relate to sales funnel emails?
It’s simple.
Your sales funnel emails should be driven by value. This means that, aside from the administrative emails you must send, your emails should create quantifiable value for your prospects. Before we can do that, we need to identify the types of sales funnel templates we’ll need.
Sales Funnel Email Templates You Need
You’ll need message templates that address the most common areas of the funnel:
Awareness
You’re introducing yourself and your company to your prospects. This section sets the tone and expectations for the relationship, significantly impacting how your prospects will respond to you throughout your relationship with them.
1. Introduction email
Subject: Hi [Customer], I expect you to…
Body:
Hi [Prospect],
Your [prospect company] wants to achieve [goal, metric, KPI]. My name is [First, Last]; I’m a [title] with [Company], and I believe we can help you achieve this with [less time and money].
Here’s what you can expect from me.
- Responsiveness: I’ll return your calls and emails within [timeframe] or [consequence].
- Understanding: I will work to develop an expert-level understanding of your business.
- Expertise: I’ll have the answers you need, or find someone who does.
- Candid: I will tell the kind truth, even if you don’t like it.
- Best interests: I’ll show you we’re a great fit for your business. If we’re not, I’ll refer you to a competitor who is.
Here’s the thing.
I expect this from you as well. If I’m going to help you hit [goal, metric, KPI], I need you to be responsive and understanding, display expertise (regarding your business), and speak candidly with me.
I’m excited to see the results of our work together!
Best,
[Signature]
2. Pre-qualification
Pre-qualification is actually about disqualification. You’re looking to identify ideal customers who are willing and able to buy. The better you are at disqualifying prospects ahead of time, the easier it will be to close sales with the right people.
Subject: Am I wasting your time (or mine)?
Body:
[Prospect],
[Salesperson] here. Are we a good fit? I want to make sure I’m not wasting your time (or mine).
- Why are you looking for [product, service, solution]?
- Are you the final decision-maker on this?
- When are you looking to make a move on this?
- Our pricing typically ranges from [price range]. Does this work for you?
This will immediately tell me if our team is a fit for you (or not). If we’re not right for each other, we’ll refer you to one of our competitors who is.
Best,
[Signature]
3. Meeting request
Sometimes requesting a meeting needs to be direct. Other times it needs to be oriented around a specific issue, problem, or agenda.
Subject: When can we talk?
Body:
Hi [Prospect],
Are you free for a [15 min.] call? Here are the times I have available (via Calendly).
Talk soon,
[Signature]
4. Questionnaires
Questionnaires can be quizzes, surveys, or one-on-one feedback requests. These tools are best used as fact-finding resources. You can flush out an incredible amount of information with the right tool.
Subject: Can you fix [Problem]? Find out.
Body:
[Prospect],
Are you struggling with [problem]? Do you have what you need to fix this issue once and for all?
We fixed the problem for [86%] of our customers. Once and for all. They came to us, and we were able to instantly address the issue.
This quiz shows you whether you’ll sink or swim.
[Signature]
…
Hi [Prospect],
You listed [Goal] as a Goal you need to achieve. Do you have everything you need to hit that goal? This quiz will help you to determine if achieving this is a likely outcome.
Find out now.
[Signature]
Interest & desire
Building interest and desire is all about creating value. As a salesperson, you’ll want to present your prospects with value that they will (a.) find appealing. (b.) can only get from you. (c.) understand and (d.) believe.
1. Opt-in forms
Opt-ins can be used to get more information from prospects in a straightforward way. You provide them with significant value. In exchange, they give you more information you can use to sell more products and services.
Subject: [Prospect], this [download] can solve your exact problem.
Body:
[Prospect],
I’m excited for you.
The crew in marketing created this unbelievable [resource] for customers in your exact circumstance. [Customer], one of our customers, achieved [outcome] by following the instructions in this guide.
If you’re interested, you can [grab that here].
Talk soon,
[Signature]
2. Lead magnets
Lead magnets are helpful ways to identify your customer’s problem. The more relevant your lead magnet is, the easier it is to attract and convert your prospects.
Subject: I’m not stalking you, I promise.
Body:
[Name],
I saw that you downloaded [title:lead magnet] last week (I’m totally not stalking you 😂). Seriously though, if you’re looking to achieve [outcome], this is a helpful add-on that our team put together. It’s an instant download, no opt-in required.
Side note: I can put you in touch with [name], the [title] at [company] if you need help.
No obligation.
Let me know?
[Signature]
…
Subject: You said [Problem] was an issue. This will help you fix it…
Body:
[Name],
You mentioned that [Problem] was an issue you were looking to fix. As it turns out, we’ve got just the thing for you. Here’s the [Title]; it’s a helpful [guide] we created to deal with [problem].
You can [get it here].
Let me know if you run into any trouble at all with this. I want to make sure you get a ton of value from this.
[Signature]
3. Follow-up
Follow-up is an essential part of the sales process. The vast majority of your prospects will not be ready to buy. Most likely, they’ll need to be nurtured and taken care of before they’re ready to make a move.
Subject: Should I leave you alone?
Body:
[Name],
I haven’t heard from you in a few [weeks]. Have you given up on this project or decided to go in a different direction?
Let me know,
[Signature]
…
Subject: 25 of your customers said you had these problem areas…
Body:
[Name],
[Salesperson] here. We spoke with [25] of your customers this last week. They brought up [product/service] several issues I think you may find surprising.
Here are some highlights from our call:
- [Problem #1 @ 2:32 min in.]
- [Problem #2 @ 3:17 min in.]
- [Problem #3 @ 5:29 min in.]
These customers spoke freely because they were allowed to be anonymous. The details are super specific (you could probably figure out who they were if you wanted), but they’d prefer to be anonymous.
This feedback is gold.
[Signature]
…
Subject: 36 of your customers said these things about you…
Body:
[Name],
[Salesperson] here. [Thirty-six] of your customers said your [product/service] struggled with [problem]. They brought up several issues in their online reviews.
Our [resource] can help you address these issues ASAP.
[Get those goodies here]
[Signature]
…
Subject: Have you given up on this? Has your timeline changed?
Body:
[Name],
You mentioned you wanted to solve [Problem]. Has that changed for you? Let me know if your timeline has changed or if you’ve given up on this.
Best,
[Signature]
4. Confirmation messages
Confirmation pages are great ways to reinforce a yes that’s already been made. If you’ve confirmed that your customers have achieved a conversion goal (e.g., opt-in, download, purchase, etc.), you can reward that decision with positive reinforcement and more value.
Subject: [Prospect], now you’ve gone and done it…
Body:
Hi [Prospect],
Congrats! You’ve just signed up for a [webinar, demo, free trial]. Here’s what you’ll need to get the most out of this.
[needed items]
If you need help putting this together or you have questions, just give me a shout.
Best,
[Signature]
5. Responding to [company] activity
This is another opportunity for you to get in touch with your prospects. You can take any activity or triggering event from your prospects and use it as a conversation starter.
Subject: I saw you guys on [MSNBC]. Congrats!
Body:
Hi [Prospect],
I just saw the mention your company got on [MSNBC]! Huge congrats to you and your team!
Here’s [what your competitors are saying] about the coverage. They’re planning on making a move or piggybacking off the moves you’re making.
Here are some resources you can use to pull further ahead.
[Resources]
You guys are doing big things!
[Signature]
6. Responding to [competitor] activity
This is another opportunity for you to get in touch with your prospects. You can take any activity or triggering event from your prospect’s competitors and use it as a conversation starter.
Subject: [Competitor] is telling customers they’re better than you.
Body:
Hi [Prospect],
I just saw the mention of [competitor] getting on [MSNBC]! They’re working hard to pull ahead.
Here are [some strategies and tactics] you can use today to help you beat [competitor] at their own game. Our team put this together just for you.
[Signature]
Evaluation & decision
Your prospects need information (from you) to be able to evaluate your offer and make a decision. Teaching them how to assess the offer and supplying them with data they can use to make their decision means a win/win outcome is much more likely.
1. Requested demo
Subject: What you’ll need for your demo.
Body:
Hi [Prospect],
You said it was important that [Product/Service] helps you to [Goal]. I’m looking forward to showing you how [Product/Service] will help you do just that.
Here’s what you’ll need to bring to the demo.
[Requirements]
You’ve scheduled your demo for [date] at [time]. I’ll reach out to confirm that we’re still on.
Talk soon,
[Signature]
2. Free Trial
Subject: The secret to a successful free trial is…
Body:
One-on-one support.
[Prospect], you said it was important that [Product/Service] helps you to [Goal]. Would you like me to help you get everything set up? I want to make sure that [Product/Service] produces results quickly.
If you’re open to it, I’d like to help you so there’s no transitional pain.
Talk soon,
[Signature]
3. Onboarding
Have you heard the saying, “How you sell them is how you’ll serve them”? Onboarding is your chance to serve your prospects. Educating them about the ins and outs of things gets them acclimated to your product or service, making it natural for them to spend money with you.
Subject: What you’ll need for your demo.
Body:
Hi [Prospect],
You said it was important that [Product/Service] helps you to [Goal]. I’m looking forward to showing you how [Product/Service] will help you do just that.
Here’s what you’ll need to bring to the demo.
[Requirements]
You’ve scheduled your demo for [date] at [time]. I’ll reach out to confirm that we’re still on.
Talk soon,
[Signature]
4. No Response message
Subject: Am I getting ghosted?
This feels incredibly uncomfortable. Calling a prospect out like this feels like a No-No. In reality, it’s actually something that will improve respect on both ends. Your prospects realize you aren’t desperate; you won’t sacrifice your self-respect for a commission, and you’re willing to walk away or say No. This is a relationship-turning point.
Body:
Hi [Prospect],
You mentioned you wanted to solve [Problem]. I sent some information to you [last week], but I haven’t heard back from you. I wanted to confirm that you’re still interested in moving forward.
Would you let me know either way?
[Signature]
5. Quote/Proposal request
Quotes and proposals should be quid pro quo (this for that). If you’re going to go through the trouble of creating a proposal or sending a quote, the least your prospect can do is go over it with you. If they’re unwilling to do this, it’s a surefire sign that they’re not as interested as you’ve been led to believe.
Subject: Here’s a 1-page proposal with the terms I mentioned
Body:
Hi [Prospect],
Here’s a [1-page quote/proposal] with our discussed terms. If everything sounds great, please sign this quote/proposal on the dotted line.
[Signature]
…
Subject: Great news! We’re ready to move forward too!
Body:
Hi [Prospect],
I’m happy to hear that you’re ready to move forward! We can get started as soon as I’ve received [the deposit] upfront. Here’s how you do that. When do you think you can get that to us?
[Signature]
6. Closing
Asking for the sale is just as important as qualifying your prospects. If you’ve laid the proper groundwork, your prospects should be ready to make a decision, providing you with the clarity and closure you need.
Subject: [Customer], let’s get to work!
Body:
[Prospect],
We’ve received everything we need from you, and we’re ready to get started! We’ll be sending you additional details. Please [choose a date and time] on our calendar for our kick-off meeting together.
Talk soon,
[Signature]
Relationship, Rapport and Re-Engagement
1. Triggering events
This is simply acknowledging the events that are an important part of your prospect’s life. These triggering events include:
- Birthdays
- Anniversaries (personal and professional)
- Promotions
- Company expansion
- New product, service, or brand
- Great quarter
- Bad quarter
- Mergers, acquisitions
- Layoffs
- Changing legislation
- Awards
- Press coverage
- Industry events
- Trending news/topics
A simple acknowledgment of these events is typically all that’s needed to strengthen the relationship. If you want to take this a step further, look for ways to add value.
2. Congratulations
A heartfelt message, well wishes, or congratulations is all you need. Be concise, be professional, but speak from the heart.
- Promotions
- Awards
- Press coverage
- Special events
- Triggering events
- Anniversaries
- Major life events
3. Introduction/Mutual contact
Subject: [Mutual Contact] recommended we get in touch.
Body:
Hello [Prospect],
We’re both friends with [Mutual Contact]. [They] said it was okay for me to use their name when I introduce myself to you.
[Mutual Contact] said I could help you,
[Signature]
4. Reconnecting with an old contact
Subject: Hey [Customer], long time no see!
Body:
Hey [Prospect],
Long time no see!
I saw that you were [Triggering event], and I wanted to reach out and reconnect. It’s good to see you’re doing well, looking forward to reconnecting with you.
Best,
[Signature]
5. LinkedIn connection request
Hi [Prospect],
I saw your post on [topic], and it really struck a chord with me. Your post was [adjective] and [compliment]! I’d like to invite you to connect with me.
[Signature]
…
[Prospect],
I saw your LinkedIn post on [topic], [your timing couldn’t be more perfect]. Your post was [adjective] and [compliment]! Would you like to be LinkedIn buddies?
[Signature]
6. Out-of-Office reply
This is an easy way to stay at the top of their inbox, but it’s also a way to develop rapport and show that you care.
Subject: [Customer], welcome back!
Body:
Welcome back [Prospect],
How was your [vacation]? I saw your out-of-office reply saying that you were taking some time away. I hope your time away was pleasant and refreshing.
Talk soon,
[Signature]
Turn These Sales Funnel Templates Into Your Own
Your emails should create quantifiable value for your prospects, one person at a time.
Lead with value, and you’ll find your sales funnel is impacted by more than just words.
