How to Craft a SaaS Demo Follow-up Email That Converts

Neil Mclean
July 25, 2022

After you give a SaaS product demo, it’s expected to follow up with an email that is timely and relevant.

Demo follow-up emails are a good opportunity to showcase the responsiveness of your team and your ability to understand your prospect’s needs.

In this article we cover:

  • Tips on how to craft a SaaS demo follow-up email that converts
  • Demo follow-up email templates

Why are demo follow-ups important?

Following-up after a sales demo is a prime opportunity to continue momentum after prospects have had the opportunity to see the product in action and ask questions about its functionality.

Additionally, a post-demo follow-up email is an ideal place to share information your prospect will need to convince the other decision-makers in their organization to say yes.

In B2B buying, sales are won when you empower a prospect to champion your product internally. You may have had a great demo call, but you often need buy-in from many people before the sale is closed.

According to Gartner, a complex B2B typical buying group involves six to ten decision-makers. These decision-makers often come with four or five questions that need to be answered before they are ready to say yes.

3 Steps for a killer follow-up email after a product demo

Broadly speaking, a follow-up email after a product demo should include:

  • A recap of the conversation
  • A summary of the main points of value
  • The next steps, laid out clearly

Sending a follow up email after a demo is critical as it allows prospects to immediately act on the next steps outlined.

Let’s explore critical components for building the best possible after-demo follow up email.

Recap the top priorities

It’s always best to clearly remind prospects about what they’re aiming to achieve. How did your solution address those key priorities? What is the value associated with solving them?

Bullet points are often optimal for this, though there are many ways to successfully incorporate these priorities.

The focus here is to make it clear what features of your product will specifically solve their problems. Including quantitative information, like estimated growth metrics or return on investment, can further strengthen this.

Reiterate their pain points and emphasize to your prospect that you understand exactly what they need, why, and how your product will solve it.

Outline clear next steps

After you’ve recapped your prospect’s top priorities, it’s time to list out the next steps you discussed.

If steps weren’t discussed, this is a great opportunity to provide them – eliminating any confusion, adding in a timeline and making the sales process smoother and quicker.

These next steps can be something as simple as you committing to circling back with their team within a determined time frame, or initiating a 14-day free trial.

If other decision-makers need to be involved, ensure you specifically call out their next steps. Recapping the evaluation process and the associated timeline provides clarity on both the vendor and buyer side.

Support champion enablement

The most successful sales follow-up emails allow prospects to be a champion for the product within their own organization.

Throughout the demo call, track the asks for collateral. Would they like additional security or technical documentation? More information on the product? A case study?

Share collateral with your prospects in a manner that’s personalized to their needs. A lot of sales teams will send a 1-pager or the entire recording of the demo.

Rather than sending a generic email, an interactive demo that you can leave behind is a way to stand out and allow every decision-maker to get hands-on experience with the product in minutes, instead of watching a 60-minute video.

Demo follow up email templates

Here are several follow-up email templates that you can use as a base for your emails:

Template #1

Subject: {Company} | Follow up

Hi [Prospect’s name]!

Thanks for taking the time to connect today. It was great to learn more about your XYZ initiatives. As a quick recap, here are the main takeaways from our discussion today.

{Company product} will help:

  • Value Prop #1
  • Value Prop #2
  • Value Prop #3

Resources:

  • Technical Documentation
  • Case Study
  • Interactive Demo of the Product

Once you circle back with the team on Friday this week, I look forward to hearing from you so we can align on the best next steps.

Thank you!

[your name and contact information]


Template #2

Subject: {Company} | Follow up + Free Trial

Hi [Prospect’s name],

Thanks for chatting today! I’m excited to get your team started in a free trial to continue testing {Company product}. Given your priorities of:

  • Priority #1
  • Priority #2
  • Priority #3

I’ve shared a few customer examples below of how other teams are accomplishing this today with {Company product}. I just sent over the calendar invite for our trial kick-off. Please let me know if there’s anything else we can provide!

Examples:

  • Case Study #1
  • Case Study #2
  • Case Study #3

Thanks,

[your name and contact information]


Template #3

Subject: {Company} | Follow up + Overview Deck

Hi [Prospect’s name],

Thanks so much for taking the time to connect today.

I’m excited to continue the conversation around {Company product value} for {Prospect company}. I’ve attached a brief overview deck and a few customer examples below.

Customer Examples:

  • Case Study #1
  • Case Study #2
  • Case Study #3

Looking forward to being in touch later next week. In the meantime, please don’t hesitate to reach out if our team can provide additional information for the evaluation.

Thanks again!

[your name and contact information]


Template #4

Subject: {Company} | Follow up + Pricing

Hi [Prospect’s name],

Thanks for taking some time today to learn more about {Company product}! Based on our conversation around XYZ initiatives, it sounds like we’d be a great fit.

I’ve provided a few resources and a recap of the pricing below:

Resources:

  • Resource #1: One Pager (attached)
  • Resource #2: Testimonial Page
  • Resource #3: Interactive Demo of the Product

Pricing:

  • Annual contract: $
  • Pricing includes:
    • Feature #1
    • Feature #2
    • Feature #3
    • Onboarding/training details

Let me know when you have a chance to review this with your team, or if there are any questions I can help answer.

I’ll plan to touch base mid next week to see how your conversations are coming along.

Best,

[your name and contact information]

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