You’ve just successfully presented your product to a potential customer. Congrats! You’ve made it halfway through to the sale. “But isn’t the work done at this point?” you might ask. No way! According to InTouch, only 2% sales happen after the first meeting. It means you’re still to put in some effort before you can celebrate.
Luckily for you, you’re now on the most pleasant stage of the sales process. Now it is all about effective two-way communication with a prospective customer. The prospect has dedicated some time to you; they have heard you and are now considering the purchase. Unless they forget about you altogether. Don’t let them do that by sending them a thank-you note.
Stay with us to learn more about thank-you letters that work. We’ll answer the following questions for you:
Let’s get started with the basics.
So what is this thank-you letter that you write after a prospective client has watched your presentation?
Basically, it’s a follow-up note that you write to your prospective client after meeting with them (face-to-face or via phone). It’s an email in which you thank the people for taking the time to learn about your business and its product. It can also be a handwritten note, a postcard, or a phone call. While each medium has its advantages, we’ll focus here on the email, as it:
We will talk here about the product demonstrations which are your sales team’s area of expertise. You can, undoubtedly, extrapolate the information here onto other types of presentations:
Now, let’s get to the next subtopic and talk about why thank-you emails are that important.
In general, for any business, a thank-you letter after a presentation should be a vital component of their branding strategy. It’s not just an additional sales tactic, but a mere gesture of politeness and a way of telling your prospects that you remember about them and their needs.
Now that we’ve convinced you of the importance of follow-up letters, let’s move on to the practical part. In the next paragraph, we’ll talk about the essential components of a thank-you email.
What makes your follow-up letter effective? How do you make sure that your addressee opens it? What do you write inside to keep your recipient engaged? What do you write in it? We suggest that you think about the answers to those questions right away and start preparing your sample thank-you letter after a presentation in advance.
To help you with that, we’ve shortlisted the following components for you.
A great subject line is a key to your email opens. You will need to craft something that grabs the attention, stands out from the rest of the inbox content, and immediately suggests what the email is about.
It needs to be relevant to your message. If you are thanking a person, include “thanks” in your subject, and if you’ve attached additional materials, hint at this as well.
Importantly, keep your subject line short, up to 65 characters. This way, it can be displayed entirely in the Inbox on desktop computers. In case your recipient reads their emails on a mobile device, you should either fit it into 30 characters or make sure that the first 30 characters encompass the central message.
Consider including the recipient’s name in the subject line. Personalizing your email from the start might get you advantage over generic messages. But first, make sure it looks natural.
Thanks for your time with [product] yesterday
[Name], here are some answers to your questions re [product]
Follow up from [your name] / [your company] and your questions answered
Even if you’ve included a “thank you” in the subject line, you should still begin your email by thanking the prospect for their time. You must understand that they have spent a part of their day on listening to you. Instead of hearing out your competitors. Or rather than simply spend it on some other important assignments.
In fact, there is a number of things you can be grateful for:
And so on...
After the words of gratitude, provide a brief recap of the presentation. First of all, don’t expect your prospect remember everything you showed them. Secondly, this is your chance to highlight certain points that they might have missed out (and which, for example, constitute your advantage over competitors).
Now it’s time to include all the additional information that you find appropriate, relevant, and important. For a start, your prospect might have asked you questions that remained unanswered during the presentation. This is your chance to answer them. Besides, it will show the recipient that you remember about their concerns and that you’re not withdrawing from an answer.
You can encourage them to ask even more questions, which will move the conversation forward. Alternatively, you can ask your own questions, such as “Which features do you think are most beneficial for your business?” or “What would you like to improve about [the product]?”
Always use a professional closing with your thank-you email. The usual “Best regards” with your name only doesn’t suffice. You must have your customized email signature ready for all kinds of business communication.
What are the main components of your signature? Let’s go through them quickly:
If you need more visual examples of email signatures, see our dedicated page.
Now that we’ve covered the basics of how to say thank you after the presentation in an email, let’s get to the tips and tricks. Below, you will learn how to make your follow-up thank-you note more effective.
Keep in mind that a thank-you letter after your sales presentation is not just a polite “must,” but also a powerful tool that can help you to reach your sales and business goals. Your task here is to make sure that your email:
So let’s proceed to the practical part.
Your tone of voice is everything. It must be aligned throughout not just the current thank-you email, but also throughout your entire business correspondence with your prospective and existing customers. Be always polite and professional with your recipients. Be informative without sounding too smart and by no means salesy.
You must have your corporate voice and style guidelines at hand, based on your company’s values and principles. You should also take your buyer persona into account. If your product is designed for a younger audience and startups, write in a friendly rather than formal voice. And if your business caters to the more respectable audience (the C-suite and corporations), then use more elaborate language (but no jargon, unless you’re dealing with a niche group of professionals exclusively).
Another mistake would be to write a generic follow-up message. Under no circumstances should you cope and paste a thank-you note written for another customer. Better start writing your email from the scratch while having a particular person in mind, the addressee. Use the name of the person, preferably more than once throughout your letter. Mention specific things that are relevant to the particular recipient, such as their industry or details about their business (which they have shared with you).
Avoid mentioning things that are irrelevant to the current situation. And don’t lower yourself to sharing some personal details with them. Even if you are friends with your prospect, keep personal relationships apart from the business ones.
There is no better way to keep the presentation fresh in the mind of your prospects than attaching this very presentation to your follow-up email. It will serve a good point of reference for your contact if they happen to forget something. Additionally, it will show them that you are transparent and don’t keep anything to yourself only.
Make sure that the version of your presentation that you are attaching is fully consistent with the one that you showed them during your meeting with them. It is even better when you complement it with additional notes and highlights.
People are visual beings. Even well-read people will be uncomfortable seeing an uninterrupted chunk of text in the email. Make it super readable.
Use the Hemingway app to ensure the readability of your emails.
Use readable fonts and lots of white space. Arrange your information logically, with the most important pieces of information in the beginning.
Even if your email is ultimately professional and engaging, a mere typo can be a major turnoff. So pay close attention to what you are writing. Read the email carefully before sending it. Even better, read it several times. The rule of thumb is to spend even more time on editing and proofreading your message than on writing it.
If you have doubts regarding your grammar (for example, if you are not a native speaker), show your email to someone whose writing is immaculate. You might also find apps like Grammarly useful to maintain your messages well-refined.
It often happens so that your prospective customer asks you questions during the presentation, to which you don’t have immediate answers. You shouldn’t view this as a problem. Instead, look at this as an opportunity for your further communication.
Take your time and write down the questions that they have asked you. Then, answer them in writing. Refer to the questions in the follow-up email and provide a comprehensive answer to each of them. Be specific when possible. For example, when the potential client asks you “How would the feature of [your product] help us improve our sales?”, give them a description of the solution you see followed with value estimates.
A follow-up email is also your chance to show your prospects that you are willing to work extra on your product to help them solve their particular problems. Ask them how exactly you can do that. “What do you think could be improved in [your product]?” “What important features are missing?” “If you chose our competitors, why exactly?”
Be ready for the honest feedback. Even if you don’t like the answer, it will help you gain vital insights that would eventually help you win the future customers.
Even if you have included everything in your presentation, there will be some areas uncovered. Before writing a thank-you letter, think about what else you could tell about your product. Is this about additional features that you didn’t mention? Are there any extra uses for your product that you didn’t tell about, which you believe would be beneficial for your prospective customer? Write about those at the end of your email. You can even suggest the recipient arrange another meeting dedicated to the areas that you have missed.
There is no need to educating your prospect on your company’s product in the email body. This will make it too long to read and too hard to concentrate. Instead, create a product brochure and attach it to your follow-up letter along with the presentation itself.
The information in the brochure must not repeat the info from the presentation but complement it. It can be an extended overview of the product or a Q&A handbook. It’s up to you to pick the right format. Just keep in mind that your brochure should be readable, well-structured, visually appealing, and informative. You might consider hiring a designer to do the layout for you.
In the long run, one thank-you email is not enough. Aim for the extended communication by creating a follow-up series. Stay updated on the decision-making process of your prospective customer. Let them know you are interested in working with them. Make yourself available for any further or additional inquiries and follow-up meetings.
You can break your informational output into a series: send your presentation along with the immediate thank-you email and your brochure along with the following one. Encourage questions in your third letter. At the same time, stay away from bombarding your recipient with correspondence: allow them some time to contemplate your product and its advantages. Send the first note immediately after the meeting, the next one in 3 days, then follow up after a week or so. Also, don’t forget to provide value in each of your letters.
Bear in mind that your prospect might have viewed multiple presentations of products similar to yours. If you don’t reconnect with them again, you might lose a client to the competition. Therefore, send your thank-you email as soon as possible, preferably on the same day that the demonstration took place. Otherwise, a competitor might take your potential client from you.
Even if your prospect didn’t have any communication with other solution providers, your follow-up letter might help trigger their decision in your favor.
Do you feel overwhelmed with all the information? Let’s now switch to sample thank-you letters after a presentation. They will help you visualize what a good follow-up email should look like.
In this section, we are molding the information above into a few practical templates for post-presentation emails. Feel free to use them but don’t forget to replace the placeholders with your details.
Below are the examples: thank-you letters after a presentation.
Subject line: Following up on our today’s call re [your product]
thank you for our lunchtime conversation.
I am grateful for the time you and your team took to see [your product] in action. It flatters me that the key features of our solution address your immediate business needs, as you have mentioned.
For your convenience, below is a quick recap of the presentation:
As promised, please find the link to the recording below:
[link to your presentation recording]
I will follow up with you once again later this week. Meanwhile, feel free to message or call me if you have any questions.
Have a wonderful day!
[Your business email signature]
Subject line: Answering your questions about [your product]
First of all, let me thank you for our call today. It was a pleasure meeting you and learning more about how your company disrupts the fintech industry.
As promised, I’ve attached the presentation of [your product] below. If you have any further questions, feel free to contact me via email or just call me at [your phone number].
I appreciate all the spot-on questions that your colleagues have asked.
One question from [employee’s name] was regarding integration with other services. I have attached the full list of our integrations to this email. We are continuously working on expanding their list. Please feel free to make your suggestions.
[Employee’s name] asked about the trial version. I’ve consulted with our CEO, and she agreed to a 3-months Premium trial. I hope that your team can try and feel all advantages of [your product] during this time.
Please let me know what you think.
[Your business email signature]
Subject line: A pleasure speaking with you today. Here’s a quick recap
Hello again [Name],
I’m incredibly grateful for our conversation earlier today. I’m excited that you’ve enjoyed our [your product].
For your future reference, here is a quick recap of our meeting.
Also, please find the presentation PDF in the attachment #3.
In case of any questions, I am available at this email address or [your phone number]
Looking forward to our conversation next week!
[Your business email signature]Conclusion
As you can see, writing a thank-you email after a successful sales presentation is a must. It is not only a polite way to remind your prospects of yourself but a chance to strengthen your further communication and address any issues that were not covered during the presentation.
To make sure your follow-up note stands out and creates a good impression, include:
In case you need a reference point, feel free to use our samples of thank-you letters after presentation above.
On a different note, what if you’ve conducted a sensational presentation, your prospect has already agreed on another meeting, but you cannot make it? You’ll need a cancellation email asap. Learn how to write polite meeting cancellation emails in our earlier article.