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How To Write a Follow-up Sales Email That Doesn’t Suck

Profile photo of Erik Emanuelli Submitted by Erik Emanuelli July 6, 2016

Today’s successful B2B sales teams focus on building strong, trusting relationships with buyers before they even think about pitching.

It’s only after your prospects truly believe that their success is your priority that they’ll consider closing a deal with you.

When consumers regularly receive useful content and insights from you, they naturally begin to trust you and advance towards sales-readiness.

Then it’s time for writing a good sales email, but how do you do that?


This type of lead nurturing hinges on the sales rep’s ability to keep the conversation going. But you obviously need to maintain this flow of mutual sharing without pestering anyone to the point of turning them off. So how do you accomplish that? You can only write, “Just wanted to follow up with you” so many times.

When trying to close a sale, the last thing you want to do is leave a bad taste in your customer’s mouth by sending constant sales follow-up emails with the same boring message. This can not only ruin your chances of making an immediate sale, but it can also trigger them to speak poorly about your brand and effectively damage your potential to do business in the process.

If you can follow up in a way that isn’t pushy, by instead engaging leads in a transparent, personal and helpful manner, it will strengthen the relationship, build brand equity, keep you top-of-mind, and help advance the buyer along the funnel.

Here are a few powerful techniques for writing follow-up messages that aren’t annoying.

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Profile photo of Erik Emanuelli
Blogger, Traveler, Entrepreneur. Writing about blogging and internet marketing on NoPassiveIncome (running also some other niche sites). Founder of, an emerging blogging community.

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