How to Write a Sales Visit Follow-up Email

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A follow-up email after a sales visit is an easy yet effective way to bring the client one step closer to closing a deal. A well written, friendly but serious sales follow-up email keeps you in the client's mind and also keeps you focused on the client. So, follow these steps to write a sales visit follow-up email.

Brainstorm first. Before you start actually writing the letter, it's worth your time to sit down and note the important points, details and business objectives of the meeting. Separate what you remember or facts from your notes into these categories so you can get everything correct when you write your email.

Take the tone of the meeting. The tone of the email should be determined by the tone you and the client used at the meeting. In all cases, though, remember that you are writing a formal business letter that might be read by other people than the addressed recipient. So, if the meeting was friendly, write in a friendly but business-like manner. If the meeting was more technical, adopt that tone to write the sales follow-up email.

Thank the client and cite the meeting details. One of the first things you should do in the email is thank the client for his time and use the thank you line to cite the date, time and topic of the meeting. Thanking the client casts a positive light on the rest of the email and citing details helps remind the client of the specifics and context of the meeting.

Aim for an action. The purpose of your follow-up email is to secure something tangible such as a second meeting, a contract or a reference to a higher-up in the client's company. After your short "thank you" introduction, the rest of the letter should drive toward getting what you want. If there was information that the client requested, add it to the middle section or attach it and note that it's attached.

Keep the email brief. Once you've written all the important sections, close the email by telling your client what you will be doing in the way of achieving your next objective and then using a formal closing phrase such as "Sincerely." Also, offer your contact information and availability in case the client has questions or issues.

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