Revisit a lost deal
Goes back to a prospect who chose someone else or said no, months later, with one honest question.
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Not a cold email. This one is for people who already know you: customers, past prospects or contacts who asked to hear from you.
Subject lines
- How's the new setup working?(used in the template)
- Six months on
- How's the new setup working?
Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.
The sequence: 2 emails
Email 1 · day 1
How's the new setup working?
Hi {{first_name}}, We spoke earlier this year when {{company}} was choosing a project management tool, and you went another way. No hard feelings at all. I'm curious: now that it's been a few months, how is it working for the team? {{sender_first_name}}
Email 2 · day 8 (7 days after the previous one, if there’s no reply)
Re: How's the new setup working?
Hi {{first_name}}, If it's going well, that's great to hear and I'll leave it there. If anything isn't, I'm happy to talk it through, even if it's only to point you to a setting in the tool you have. {{sender_first_name}}
{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for a project management software company writing to deals lost six months ago.
When to use it
Three to twelve months after a deal was lost, to people who evaluated you. They know you, so it's not cold, but treat their time carefully.
Why it works
- Asking how their chosen option is going is genuinely interesting, and easy to answer.
- It doesn't criticise the competitor they picked.
- If the choice is working, you learn something. If it isn't, you're the first person they think of.
How to adapt it
- If you know which product they chose, you can add it by hand per lead. Don't guess.
- Mention a real change since you last spoke only if it addresses why they said no.
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