The Sales Demo Follow Up Email (Template)
Hey - it’s Alex!
Welcome to Startup Business Tips, a bi-weekly newsletter, where I share with you 3 actionable growth tactics that will help you quickly grow your SaaS business from €0 to €1 million ARR 🚀.
Today we cover:
1️⃣ The Email Template for Follow-Ups after your Sales Demo
2️⃣ The key elements of sales demo follow-up email
3️⃣ How to analyze your funnel to know why you’re not growing (and where to focus)
👉 Best tip by Elena Verna on team invitation emails (Slack example)
👉 Bonus material (software, content, news) - this time 8 ways to leverage AI in SaaS
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1. The Email Template for Follow-Ups after your Sales Demo
After every sales demo you should send a follow-up email to your prospect. The ‘post demo’ email is probably the most important email in your sales process (together with the TAPSA cold email).
If you want to copy the template, here you go 👇
Hey {contact person name},
I really enjoyed our meeting today.
Thanks for sharing with me more insights on {customer company name}’s goal to {desired goal} and overcome {challenge X} with {status quo/usecase}. Especially the fact that you’re facing {specific challenge X} was interesting to hear.
It helped me to better understand, how (name of your product) can help you to achieve your {desired goal}.
Quick summary:
Here are the top X ways (name of your product) will add value to {customer company name}:
(Benefit 1): Improve/reduce {pain point 1} by (solution/feature 1)
(Benefit 2): Improve/reduce {pain point 2} by (solution/feature 2)
(Benefit 3): Improve/reduce {pain point 3} by (solution/feature 3)
[I’ve attached (name of resource X) for more context on (benefit X)]
[(name of the testimonial) was facing very similar challenges. Here’s how (name of your product) helped them to achieve {desired goal}.]**
[(Outstanding questions):
You had some really good questions during our call. I’ve discussed the questions internally and here is an overview of the answers:
(Question/objection 1) —> (answer/solution 1)
(Question/objection 2) —> (answer/solution 2)]
Next steps:
As agreed, you will find attached your proposal based on your requirements (X seats & X resources, x features). I’ve invited you for a call on (date, time next meeting) to walk through the proposal together.
[Alternative: I’ve activated a 30-day free trial for your account. You can access it here.]
[To get started, I would recommend following our (insert academy video /help enter article).]
Let me know if you have any questions.
Best wishes,
{Sender Name}
2. The key elements of sales demo follow-up email
Okay, so let’s break the email down into the most important aspects.
The recipients
Include all stakeholders that were part of the demo. If you have one main contact person, send the email to him/her and add the others in CC.
Subject line
Include the name of the company and your company. “Apple x Salesforce: Next steps”
This makes it easy for everybody to find your emails in the inbox (easy to search for), plus it’s personalized.
The email body
Here it’s crucial to summarize the important things of the demo. Ideally, it follows the structure of the template:
Summary of Status quo, pains/challenges and desired goal
Summary of capabilities and benefits (how your product helps them)
Additional material like case studies or testimonials
Answers to open questions
Next steps / mutual action plan
The structure
As for every email, make sure it’s easy to read/scan. Short sentences and paragraphs. Highlighting sections and important parts/words.
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3. How to analyze your funnel to know why you’re not growing (and where to focus)
The first thing that I do when working with SaaS founders is to analyze the current funnel. It gives me a clear understanding of what’s working and especially on things that are not working. We quickly identify where we need to focus on.
Here is a quick overview of how you identify where the problem exists in your funnel and why you’re not growing (fast enough).
On a high level it’s always one (or more) of the following issues:
Acquisition problem (not getting enough leads)
Activation & Conversion problem (not winning enough leads to customers)
Retention problem (not keeping customers long enough).
Let’s have a closer look how you can identify where your problem is 👇
High churn rate (after paying for 1-2 months)
A high churn rate of new paying customers is an indicator for:
Onboarding problem —> not fully onboarded, experiencing the value
Product problem (no product-market fit)
Low trial to paid conversion
This means people trying your product, but you see only a few converting to paying. It’s an indicator for:
Onboarding problem —> don’t experience the full value
Sales process —> hard to upgrade, not enough focus on ‘selling’
Pricing problem —> misalignment between product value and pricing
Low Deal win rate
This means you have a lot of sales demos (deals), but only win a few customers (low win rate). It’s an indicator for:
Sales process problem (sales product demo, sales deck, etc.)
Pricing problem
Low traffic to sign-up rate
This means you get people on your website, but they don’t sign up (free trial or demo). It’s an indicator for:
Messaging problem —> see messaging framework
Positioning problem
Homepage (landing page) problem
Low/no response to outbound messages (ads, cold emails, cold calls, etc.)
This means you have a problem with:
ICP problem—> they do not resonate with your messaging / value proposition
Messaging problem —> wrong messaging for ICP
Channel problem —> the channel is not the right one to convert your ICP
Once you know where to look, you can start to do a deeper analysis.
💡Best tip by Elena Verna on team invitation emails (Slack example)
If your product is used by teams (not only in single-player mode), then you should add an invitation email flow (to your onboarding flow).
No need to reinvent, look at what Slack does perfectly. Elena made an awesome breakdown of the Slack invitation email.
🧠 Do you want to be next and share your best tip with 2200+ SaaS professionals? Reach out to me via Linkedin.
🚀 Want more growth tactics like this? Check out my 90+ actionable growth tactics.
💪 Bonus material (software, content, news) - this time 7 ways to leverage AI in SaaS (ideahub.tech)
AI is more than just chatbots. Here are 8 great ways you can use AI for your SaaS.
Augmenting data
Intelligent (generative) search
Complex form completion
Summarising data
Predictive generation
Data visualisation
AI recommendations
Examples and more details about the 7 strategies: Click here
Happy growth 🚀.
🚀 3 ways I can help you grow your SaaS to €1 million ARR:
GTM advisory (for early-stage SaaS founders on their way to hitting the first €1 million ARR) - Work with me 1-on-1 in weekly or bi-weekly deep-dive working sessions to build and execute your powerful GTM strategy.
List of 90+ actionable SaaS Growth Tactics and Free SaaS Growth Strategy Worksheet.
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