Salespeople shouldn’t send “just checking in" emails for one very simple reason: They don’t work. Buyers feel like the rep is virtually poking them, making them reluctant to answer. Not only do “checking in messages rarely garner responses, they can even turn prospects against their senders.

But reps still need a way to get in touch with buyers who’ve gone dark. Enter these email templates.Free Download: 25 Proven Sales Email Templates

These “just checking in alternatives simultaneously add value to the prospect while putting the salesperson back on her radar. She’ll want to restart the sales conversation -- so it’s a win-win.

Touching Base Email Sample [Templates]

If they never responded

1. Send them a short piece of actionable advice.

One common mistake salespeople make is to point out an error a prospective customer has made. For example, "I saw your most recent product launch. Here's where I think you could improve ...." This is insulting and assumptive. Try a more relaxed and suggestive approach instead.

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2. Send over a longer how-to guide and offer to follow up in person if they want.

If knowledge is power and sharing is caring, this approach is a can't-lose for you and your prospects. You'll educate and help them with one simple email.

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3. Point out a weakness in their business that should be fixed.

I know what you're thinking: "You just told me not to do this!" Well, when executed correctly, this approach can have a major impact. In the example below, the writer uses gentle language to avoid pushiness.

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4. Share an article relevant to their industry or profession.

Show that you're invested in their industry, their job, and their bottom line. You'll immediately build trust.

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5. Respond to a social message, then follow up with more resources.

You never want to be that salesperson pitching someone in the comments section of a LinkedIn post. Engage with your prospect, yes. But then take the conversation offline and follow up with valuable feedback.

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6. Answer one of their questions on an online forum, then follow up with more resources.

Similarly, don't use online forums like Reddit or Quora to close a deal. On many of these platforms, pitching is not allowed and could get you booted as a user. Instead, use them as a first touch and follow up offline.

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7. Reference a relevant blog post they just published.

Flattery might just get you in the door. Just make sure you're speaking to specific things you liked about the post. A generic, "I loved your article on 'Just Checking in Alternatives,'" comes off as cold and insincere. Instead, say, "I really liked your most recent article on 'Just Checking in Alternatives.' Your suggestion to highlight specific things you found valuable about an article when flattering a prospect's most recent blog."

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8. Send them a blog post your company has just published.

If a prospect downloads a certain piece of your content, follow up with other valuable resources they might find valuable.

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9. Recommend an event in their area.

Highlight local industry events and tell them you'd love to see them there. You've provided your prospect with a valuable networking event and set yourself up to meet in person.

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10. Invite them to an upcoming webinar or educational event your company is hosting.

Keep them in the know about events that will help them excel at their job. You'll immediately build trust and add value to their working lives.

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11. Send them a book, podcast, newsletter, or publication recommendation.

Are they an avid reader who's always sharing the latest industry book recommendation online? Return the favor and share your favorite new industry resources.

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12. Bring up a common challenge your buyers face and ask if they’re experiencing it.

Do your research, understand what makes your prospects tick, and know the right questions to ask to open a conversation.

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13. Bump your email to the top of their inbox using the “buried email technique.

A classic, non-annoying way to remind your prospect you exist -- because, sometimes, they really were just busy.

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14. Ask if they’re still interested in achieving X goal, then provide a suggestion for how to get there.

Tactical advice for how your prospect can achieve their goals is always appreciated. It also demonstrates that you understand their industry and the challenges they face.

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15. Call attention to something their competitor is doing well and ask how they plan to address it.

Knowing what your competitor is doing well is one thing. Having someone outside your business tell you what your competitor is doing well is another. This might just be the kick your prospect needs to make a change.

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16. Send a breakup email to close the loop.

Sometimes, they're just not that into you. Here's what to do when that's the case.

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If a trigger event has occurred

1. Congratulate a potential decision maker on a promotion.

This is another example of flattering your prospect. And you can use their promotion as an opportunity to introduce your product/service as a way for them to make an immediate splash in their new role.

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2. Reach out to a decision maker after a blocker leaves the company.

Don't let one person close the door on future deals at a given company. If you see a blocker take a new job on LinkedIn, use that as an opportunity to try again.

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3. Reach out to a new C-level executive.

Show that you've followed their career and know what they care about and are good at. Asking about their strategy is a great way to get to the heart of what C-levels care about.

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4. Congratulate them on a funding round.

Know that they're likely getting lots of emails and phone calls, if they've just announced a round. So make sure your touch base is unique, timely, and personalized.

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5. Ask whether newly created positions relevant to your product reflect new company initiatives.

Any time you see a company hiring or changing the structure of their company, it's a good time to reach out and see if their priorities have shifted to include your product/service in their periphery.

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If you lost the deal

1. Check how things are going a month after implementing a competitor’s product.

Don't be forceful or arrogant. Simply check in and ask how they're doing. If the answer is, "We're great! Loving the new product." reply with, "I'm glad to hear it. If that ever changes, I'd love another chance to earn your business."

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2. Check how things are going as their contract with a competitor is winding down.

This is another great time to jump in and take their temperature, introduce new features your product has unveiled, and tell them how you're different.

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Salespeople often default to the standard “touching base message because they’re in a rush. With these follow-up templates, writing a thoughtful, personalized, helpful email takes mere minutes -- with potentially enormous payoff.

Ghosting prospects a problem? Check out these email templates for no show prospects.

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Originally published May 15, 2019 10:47:00 PM, updated May 16 2019

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Sales Email Templates