Sales Breakup Emails: the Push Your Clients Need

BY Rachel Cagle
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Give up,” is not in a salesperson’s vocabulary. That’s a part of why unresponsive leads are so frustrating. You met with them, pitched the product, they seemed interested, and now… nothing. They will not return your emails or calls. You do not want to lose hope, but you also do not want to waste time you could be spending finding fruitful clients. What do you do? HubSpot writer Leslie Ye suggests composing a “sales breakup email.”

According to Ye, sales breakup emails are a call to action for your potential client. This final outreach shows that you have noticed the client’s silence and are going to respond appropriately. HubSpot has found that this promise of finality has driven 33% of potential clients to respond. Here are a few themes Ye recommends for such an email.

How to Compose Sales Breakup Emails

The Blunt Close

Ye recommends composing a sales breakup email that is concise, to-​the-​point, and devoid of all emotion. Her example begins with, “I haven’t heard back from you, so I’m going to assume you’ve gone in a different direction or your priorities have changed.” That first sentence’s direct finality has the ability to light a fire under that prospect. Of course, close with a line that leaves future sales attempts possible. Just because this sale didn't work out doesn't mean others won't, and you don't want to risk losing those too.

Utilize the CEO

How would you react if you were suddenly approached by the CEO of a company that has been trying to earn your business? You would be wary, right? The head honcho is now addressing you, asking how your meeting went, inquiring about your thoughts on their company’ offerings. It’s a big change of tone and has the ability to cause a big change in the potential client’s attitude toward the sale. The CEO is your trump card, and you have saved the best for last.

The Promise of a Later Start

What is the most common excuse clients give for not making purchasing decisions quickly? One of the answers that popped into your head just now may have been, “The timing just isn’t right.” It’s a frequent  response, so why not use it to your advantage? Write your clients a sales breakup email explaining that you take their silence to mean the sale’s timing wasn’t right. Then add that you’ll reach out to them again after a period of time. This approach accomplishes a few things. One, it gives the client an opportunity to reach out if now is the right time to seal the deal. Two, it shows that you’re taking their feelings into consideration by touching on an issue they may be having. Three, it gives the client a set time period to consider your offer in more depth before you reach out again.

People tend to want what they can’t have. If you suggest that they may have missed their chance at your product, they just may want it even more.