How to Follow-Up After a Customer Meeting?

May 30, 2022 | Virtual Selling | 0 comments

Most sales team members these days assume that their job is done after ending a great meeting with a prospect. Unfortunately, that’s because they’re not fully aware of the power of follow-up meeting messages or how to follow up after every customer meeting. 

Your sales team meetings with prospective clients are considered your initial point of contact before making a sale. It’s important you understand that only 2% of the initial contact that salespeople make with clients often results in sales on average. Sales leaders who are not following up after a customer meeting miss out on 98% of successful deals.

If you’re looking to build gradual trust with prospects to close more deals, as a sales professional these days, re-skill yourself on how to write a follow-up meeting email.


What Is A Follow-Up Email?

The term ‘follow-up email’ is self-explanatory, yet crafting the perfect one for your outreach campaign seems challenging even for some high-performing teams. In this article, we refer to a follow-up email as an email or a sequence of emails that a sales team member sends out to prospects following initial contact. 


How To Write A Follow-Up Email After A Meeting?

Now that you know what a follow-up email means and how it’s vital for nurturing your leads, it’s time to learn how to write a good one. Here are the most important things to keep in mind when writing your follow-up email after a meeting: 


#1. Craft A Clever Subject Line

Your subject line is perhaps the first thing your prospects see upon receiving your email. How you craft your subject line can determine to a large extent if your emails will get clicked, end up in a junk folder, or be discarded by recipients. 

A study by Harvard Business Review in 2021 revealed that 47% of emails often end up in the trash folder because of uninteresting subject lines. The best practice here is to personalize your subject line, keep it short and straightforward, and include intriguing questions to build curiosity. 

However, avoid any spam triggering words when deciding on your subject line if you don’t want your email to be marked as spam-based.


#2. Compose A Personalized Intro Line (email opener)

Email recipients who are business professionals tend to receive hundreds of cold emails per day. Thus, they’re most likely not going to remember who you are. Use your introductory email line to provide clear context to help them remember you, your company, and your products or services. 

It’s best if you could start your email with gratitude – say a ‘thank you’ for the potential client’s time, for showing up for the meeting, or for sharing their business objectives with you. Include a common interest as discussed during the meeting, and add the summary of the previous appointment in the email. 

These would make your email look more personalized and stand out from generic cold emails that business professionals often receive daily. In addition, providing potential clients with a clear context in your email will help jog the client’s memory and redirect their attention to the topic discussed during customer meeting.


#3. Add A Compelling CTA To Your Email

Including a clear Call-To-Action (CTA) in your email would make it easier for recipients to respond to you. After a client receives and reads your email content and has a better idea of who you are, your company, and your offer, they will be tempted to know more. 

Add a strong, clear CTA in your email to take your prospects to your website or online application to learn more about your offer. You can also include a compelling CTA in your email to tell recipients what their next step should be. CTA could be anywhere in your email, but it’s preferable to be added at the end of your email. 


#4. Add A Professional Closing Line

As crucial as an opener is (introductory line) in an email, so is the email closure. Always end your follow-up email with professional or formal closings such as ‘’Best regards.’’ Avoid using clauses like ‘’See you later’’, ‘’Have a nice day’’ or ‘’Take care’’ to close your email. Closings like these are too informal and would make you sound unprofessional. 


#5. Use A Professional Email Message Signature

An easy way to provide extra contact detail in your email is by adding a functional and interactive email signature. Create a professional email message signature that will bear your name, phone number, and the link to your portfolio or website. With this, potential clients can give you a call rather than replying to your message, which may not be very comfortable for them. 



As a sales leader, it becomes your responsibility to keep getting in touch with your clients after every customer meeting to remind them about you, your company, and your products or services. This is where sending a follow-up email becomes a necessity to coax the prospects to choose your products or services over your competitors. Your prospects probably have many other things on their plates and are most likely not remembering the key takeaways post-meeting.

A follow-up meeting email would be a gentle reminder if your potential clients missed out on some of the topic discussed in the customer meeting. When written correctly, follow-up emails can help build trust, build your organization’s credibility, and sets you apart from your competitors.


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