A client your agency really, really wants to work with finally agreed to meet with you after months of back-and-forth emails.
And the meeting went well: The client seemed impressed with your category expertise, smiled more than was necessary, and was interested in your processes and people.
You didn’t make it all about your agency with a deck and a presentation, and you didn’t even push the client to ask for a proposal. However, you really want to move this relationship along and keep the momentum of the first meeting going.
New business is a process that takes time, but that doesn’t mean you need to just sit back and wait for the client to reach out in another six months or a year.
Sending a follow-up email that recaps the conversation and provides more information on the subjects discussed is a great way to continue to build trust without being annoying.
But you need something better than a “just following up …” email, which doesn’t inspire confidence or provide any value to your prospective client. The client is already drowning in email, so the messaging and purpose of your follow-up email needs to be relevant, useful, and written to garner a response -- this last part is key to keeping the relationship moving forward.
To help you get started developing your own follow-up emails, here’s a template to customize for each client meeting. Be sure to keep things informal and educational. This is still about furthering the relationship, not about getting a signed contract.
The goal of this email is to showcase your listening skills, ability to communicate, and understanding of the client's specific needs. It should also help to get you another meeting where you can have another conversation, ask more questions, and continue to build trust and authority with the prospective client.
What tips do you have for following up with prospects? Share your best practices in the comments below!