How to Write a Great Follow-up Email After Sales Demo

Following up after a sales demo can be a real challenge, but it’s also a vital stage in the sales process. Instead of explaining why a demo follow-up is so important, we’re going to let the numbers do the talking. 

Get this:

• 60% of customers say no four times before they say yes, but a whopping 48% of sales reps don’t even try to follow up, not once! (source)
• 80% of sales close after 5 follow-ups (source)
• 44% of salespeople follow up once and then simply give up (source)

This data shows that a follow-up email after a product demo is a key milestone in your relationship with your prospect, and its goal is simple: to take you one step further in the sales process.

Learn more about demo best practices

What is a demo follow-up email?

It’s important to understand the difference between sending a short recap email and sending a proper post-demo follow-up email that reiterates the value of your product and maintains the momentum by providing the information your prospect needs to move to the next stage in the sales process. 

The follow-up email should be seen as one more opportunity to pitch your solution and explain the features it offers, and it should be based on a well-thought-out strategy. Think of it as another chapter in your demo storytelling. 

A good follow-up email should show that you’re empathetic to your prospect’s situation and that you fully understand their needs while at the same time encouraging or guiding them to take action. 

What to do after the demo

A short time after the demo, send a short thank you email. Then, about 12 working hours after the demo, send a follow-up email. 

Here’s a general outline of a good demo follow-up email:

• Start with a conversation recap and show that you understand their pain points and specific needs.
• Reinforce how your solution can help or how it’s a good fit.
• Make a clear list of the next steps and timelines. 

In addition, keep in mind the following guidelines:

• Keep the tone conversational. 
• Include any tips mentioned during the demo.
• Talk about the value of your solution and how it’s a good fit, but don’t talk about yourself or the company. 
• Use a sales demo tool that can streamline your follow-ups and make them more efficient. 

For example, with the right tool, you may be able to take notes from discovery and demo meetings and synch them with your CRM immediately so that nothing falls through the cracks; or have a follow-up email template related to each demo playbook or script, so you can use it right away as your follow-up email’s outline and save a lot of time, or even be able to use a dashboard that shows you all your demo stats so you know if you went over everything, or if something was left out and should be emphasized or mentioned in the follow-up email. 

After you’ve sent your follow-up email, be patient and don’t pressure your prospect. If you haven’t heard back after a reasonable period of time, reach out again.

How to write a good follow-up email [including samples]

We’ve already determined a follow-up email’s content is based on the points discussed in the demo and what’s next. Now, let’s look into the actual content and the things you should consider in every follow-up email you write.

1. Shorter is always better. Remember, your prospects are busy and don’t have the time (or desire) to read long, overly detailed emails. So keep it short.
2. Added value. Address their biggest objections or concerns, answer questions and provide quantitative information, such as potential ROI or growth metrics. 
3. Clear action. Be very clear about how they can take action and make it easy for them to take the next step.

That’s simple enough, right? To simplify things, here are two post-demo follow-up email templates you can use. 

Email template #1

Sometimes, during the demo,, prospects raise important questions or concerns to which you may not have answers. In such instances, it’s best to send a follow-up email that addresses everything and offers clear answers.

Subject line: Following our demo meeting, I’ve got the new information you wanted

‍Hi [name],

Thank you for your time yesterday. It was very insightful to learn more about [company name] and understand the [challenges] you aim to overcome. 

During our meeting, you mentioned [X, Y, Z]. Yesterday, our team sat down to address all your [questions / concerns], and I want to share with you what was discussed:

Answer #1

Answer #2

Answer #3

I'm excited to continue our conversation around [product/product value]. Let’s schedule a call early next week to discuss the next steps.

Please let me know if there’s any additional information we can provide. 

Best,

[Your name]

Email template #2

Sometimes everything goes well, and you have a good demo meeting. Although that’s great news, it’s still not a done deal (don’t forget that 80% of sales close after 5 follow ups). Next, you should use the follow-up email to reinforce the value of your solution and reiterate why it’s a good fit.

Subject line: Re: today’s demo with [your product/solution] and what’s next

Hi [name],

Thank you for your time yesterday. It was great to learn more about your X and Y [challenges / initiatives]. We’re happy that you now have a good idea of how [company product] meets your needs. 

Here's a recap of the main takeaways we discussed:

Value prop #1

Value prop #2

Value prop #3

Next, we will draft the proposal and send it by [date]. In the meantime, let’s schedule a call to go over the proposal together. 

Please let me know if you have any questions.

Best,

[Your name]

‍