The sales follow-up email templates below are provided by Katrina Duck – and expert marketing advisor with many years of branding and digital experience.
Do sales objections leave you feeling drained? If yes, then you could be looking at objections the wrong way. Sales objections are not insurmountable obstacles. Often, sales objections are actually openings for alternative sales opportunities.
Top sales negotiation experts recommend using sales objections to create a better offer. These four follow-up email templates give you an opening to make your prospect an offer they’ll have a hard time refusing.
1. Price Objection Handling
More often than not, the buyer’s objections center on price and affordability. The buyer either thinks your product is too expensive or the return on investment (ROI) is too low. The prospect may also be facing budgetary constraints that may limit buying decisions.
A follow-up template to handle pricing objections:
I was talking to my manager regarding your concerns about our pricing. I wanted to give you a few details that may help your company tackle your challenges more affordably.
First, we wanted to know what specific issues you had with our pricing. Is our comprehensive package too costly? If so, we can customize a package that incorporates only (insert their urgent needs e.g. growth marketing) at a lower price range. You can always upgrade as your needs grow and our product proves itself.
Could we schedule a conference tomorrow and talk over specifics? My team is eager to provide you with the right tools to accomplish (insert business goals e.g. sales training).
Disinterest is one of the toughest objections a salesperson has to contend with. When a prospect shows disinterest in your product, they may brush you off. They may dismiss you with a comment like: “Just send me some information.”
For our template on handling disinterest, you need to work hard on your email subject as well as the email body. The subject should address your prospect’s priorities and, if possible, inject some urgency. Additionally, it’s wise to end with a strong call to action that drives the prospect to make a commitment.
A follow-up template to handle disinterest:
Subject: Sales Optimization Tool (Limited Offer)
Our last conversation during the sales negotiation training event couldn’t have come at a better time. Our company has recently released a limited-time offer for (product W) with a few tweaks that can increase your (insert capacity to meet a particular goal e.g. market reach for increased sales).
In addition to the information you requested, I have attached some projections based on your department’s past performance. My forecasts suggest that with proper implementation and minimal sales training, you are likely to gain (X-times) better results within a short period.
Please click on the calendar button below to schedule an urgent demo before the limited offer period expires.
3. Competitor Objections
Your prospect already knows the challenge their company faces and has a good idea of how to fix it. You’re also often selling to a prospect who is already negotiating with your competition.
You may need to convince your prospect that your solution is better than your competitor’s. In your email, you can highlight your product’s strengths. You can also point out the competitor’s weaknesses.
A follow-up template to handle competitor objections:
In our talk on (insert date,) you mentioned that your company was considering using (product X) from (company Y).
Before you make the final decision, I wanted to make sure you’re not passing up an opportunity to increase your performance and boost your (business goal such as customer satisfaction rates or profit margins).
As I had mentioned, our (product W) provides extra benefits compared to (product X). Some of the benefits I never got to show you include:
- Better price or payment terms (show why)
- Higher ROI (give example)
- Better performance (provide proof)
- Ease of use (no additional training required)
Would you like to set up a meeting so I can show you how our previous clients have used (product W) to gain extra value?
4. Product-Fit Objections
Lots of times, your prospect doesn’t see the need to invest in your product for lack of information. The prospect finds it difficult to connect your product to the benefits you promise. At times, the prospect recognizes the expected benefits. However, they don’t see the benefits as a priority to their organization.
A follow-up template to handle product-fit objections:
After our last meeting, I researched your company’s past performance in (whatever solution your product provides) and compared this to your competitor’s performance.
I realized that our (product W) has the capability to significantly transform your (insert a key business objective e.g. customer acquisition) processes. This can increase your (performance e.g. sales). I have attached two case studies of our clients who switched from (what they’re currently using) to our (product W). Both companies realized dramatic results in a relatively short period.
Could we set up a 30-minute training demo so you can see how our new features can impact your business?
Getting A “No” Is Part Of The Sales Cycle
Most prospective buyers may show some reluctance in purchasing your products or services. Getting a “no” is part of the sales cycle and not always a sign of a lost sale. An objection may present the opportunity for new sales meetings. Renewed negotiations can lead to a better product fit and a more satisfied customer.
Email can work great in handling sales objections. You get to prepare a personalized message to share with your colleagues (bonus: see How to Align Your Marketing and Sales Teams for Exponential B2B Business Growth) This can then be tweaked accordingly to suit each prospect. It’s advisable to then follow up with a phone call. The four templates in this post can be customized to skillfully tackle four of the most common sales negotiation objections.