The Automated Deal Lost Contract Follow-up Email

One sales tip that isn’t talked about very often is automating an email follow-up when a deal is lost. The idea is that you worked hard to build rapport with the prospect, and, even though you did your best you still lost the deal. Now, most people move on, a small percentage schedule a check-in call, and even smaller percentage set up an automated email to ping the prospect before they’re up for renewal.

Say you sell a SaaS product with a one year contract and your prospect signs with a competitor that also has a one year contract. As soon as you lose the deal you should put the person on an automated lead nurturing program that sends them an email at three, six, and nine months checking in and letting them know you’d be happy to talk about their account again, especially with the last one mentioning that their renewal is coming up soon. Many SaaS contracts roll over for another year if they aren’t cancelled with 30 days notice at the end of the first year, so it is important to reach out at the right time.

While we do win the majority of the deals at my startup, we don’t win them all and this little tip has helped us win customers that we didn’t win the first time.

What else? Have you set up automated deal lost contract follow-up emails?