Updated October 30, 2022.

Some things never change. 

Our belief that demos make (or break) the deal still burns strong. But this is not the only factor that can play a major role in getting prospects to sign on the dotted line.

Following up after a demo is just as important as giving that killer demo. 

But following up is an art that involves keeping buyers engaged through constant communication and ensuring they don’t forget about you or the value that drew their attention initially. And while sending a quick email post-demo may seem like a no-brainer, getting the demo follow-up email right actually requires a lot of thought and careful consideration.    

So, how can you craft a demo follow-up email that converts? In this article, we’ll go over some dos and don'ts that'll skyrocket the conversion rate of the most sensitive email in the process.

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What is a demo follow-up email?

To put it simply, a demo follow-up email is an email that a rep sends to a prospect who they have presented a product demo to. Unlike the demo request email template you would use for scheduling a demo, the demo follow-up email will usually include a summary of what was discussed during the demo and will help continue the conversation post-demo.  

Essentially, reps send these emails to move prospects closer to the end of the sales cycle.

What is the goal of the follow-up email after a product demo?

The email that comes after the demo is an important milestone in the relationship you build with your prospect. The goal of this follow-up is simply to make it to the next phase in the sales process.

When writing a demo follow-up email, you should kick things off by thanking the prospect for taking the time to listen to your demo. 

One of the worst mistakes you can make in sales is “not paying attention to your manners,” says Samantha McKenna, who is the CEO and founder of #samsales Consulting. So, it’s always a good idea to start the email by saying how much you appreciate your prospect’s time.    

A demo follow-up email should then reiterate key points from the demo. It's best to state these main takeaways and benefits at the top so prospects can easily skim through. 

Moreover, it’s important to show how much you understood their specific needs and concerns by personalizing the email with topics discussed by your buyer on the call! Ultimately, ensure it sounds like YOU - don't copy what other people say.

Making sure the prospect sees you understand their needs is crucial in SaaS sales. “Sales is personal,” said Adir Ben-Yehuda, VP of Sales at Walnut. “Each prospect is an individual who essentially is just looking for their own specific solution to resolve their own pain points as quickly as possible. That's why, as sellers, it’s crucial to make the sales process feel as individualized and personalized as possible.”

Sending follow-up emails after a demo can be an excellent way to move your buyers closer to a mutually beneficial goal. So, you should also include a clear next step or call to action at the end of it.

But don't forget that the purpose is not just for you, it's also about meeting their needs too!

Why it's vital to send the follow-up email after a demo

In all likelihood, you know that 80% of deals occur after five messages. To maximize the success rate, a solid follow-up strategy is a must. So don't give up after a couple of nos.

Ensure you prepare more than one follow-up email and be patient with those who don’t respond right away. It's all part of a successful sales strategy! We suggest emailing once every other day or weekly as appropriate.

It is clear that follow-up emails after business meeting efforts pay off big time, but it all starts with the follow-up email after the product demo. So don't be afraid to keep trying even if someone doesn't respond right away because remember: persistence pays off.

When to start writing a demo follow-up email

You just kicked ass and gave the most amazing demo! Hooray!

And even though you’re probably ready to take a load off after that killer demo, this is the best time to start drafting your follow-up email. 

Why? Because when you start to draft your email, you’ll want to try to answer a few questions. And it’ll be easier to answer these questions immediately after the demo while all of the information is still fresh in your mind.  

  • Were any objections raised during the meeting that need to be addressed?
  • Are there other stakeholders that need to see a demo before a decision can be made?
  • Is the prospect considering a competitor’s product as well?
  • Were any next steps mentioned or was the next meeting scheduled?

Keeping these factors in mind as you write the email will help show prospects you understand their specific needs or concerns and how you can help them move through the buying process. 

Handy dos and don'ts for sales follow-up emails

Any sales follow-up emails can be tricky. In a world where no one responds to anything, following up with potential clients is more of an art than science. These guidelines will come in handy when drafting future correspondence:

Dos

  • Do send a thank you email after the product demo.
  • Do send follow-up emails 12 hours after the demo. This is usually the sweet spot.
  • Do keep the tone conversational.
  • Do find out if the customer has any questions or concerns they want to be answered before moving forward.
  • Do include any tips that the salesperson mentioned during the call.
  • Do schedule a follow-up meeting after the demo if you haven't already.
  • Do include testimonials or reviews from relevant clients who have recently purchased your product.

Don'ts

  • Don't talk about yourself and your company, instead talk about the benefits to them. Use "you," "your," etc.
  • Don't forget to mention what is next on your agenda with this client - whether it's another meeting or waiting to hear how they like their purchase.
  • Don't include unnecessary attachments in these follow-ups. Prospects have limited amounts of time, so only offer an attachment if it supports something specific that was discussed during the meeting.

These tips will help establish credibility for potential buyers and make them feel more confident about buying.

The power of the follow-up email subject line

The success of your email depends on the subject line.

Sorry to be dramatic, but we really can’t understate the importance of the subject line. Because if the subject line is weak or confusing, chances are the prospect won’t even open your carefully crafted email.

To write an effective subject line, you’ll want to say what the email is about in a clear and concise way. It’s best to keep the length under 70 characters, or under 40 for mobile.  

At this point, you should already have a rapport with the prospect, so make sure the tone of the email is personal and conversational. 

For example, you can say something like, “We really enjoyed our conversation! Here’s how we can proceed.”

Another pro tip: Even though we know you’re jazzed about the opportunity at hand, don’t write the subject line in all caps. This can seem a bit too overbearing for prospects.    

Sample after-demo follow-up email template to move your client

The best-case scenario is that your demo went well, and a fit was established. While this is great news, it's not a sure thing just yet!

The next steps are crucial to making the sale. So, remind prospects their feedback was valuable while giving them one task they can do right now as the next step.

Demo follow-up email template: Reinforcing the value and confirming next steps

Subject line: We really enjoyed our conversation with you! Here’s the next steps.

Hey {name}!

Thank you for your time yesterday and for sharing your challenge with [X and Y]. We hope the demo showed you how our product will help you reach your goals.

Based on our discussion, here are the ways [product name] meets your requirements:

  • Problem / Solution #1
  • Problem / Solution #2

Given the goals and workflows you already described, I can set up custom onboarding tips so everyone can discover features that would be useful for their work right away. I'll get started drafting the proposal and will send it by [date].

When can we get started?

Best,

Jason Bourne

Boost follow-up email conversions with interactive product demos

Even though the demo is done, your work isn’t. 

The follow-up email is where you hit all the key points you made during the demo home and address any lingering concerns or questions your prospect may have. 

But what if you could include the demo itself in your demo follow-up email to make it even more engaging? Well, some demo experience platforms give you the ability to do just that.     

(Pause for jaw-dropping from the reader.)  

Certain demo experience platforms (cue shameless Walnut plug) allow GTM teams to include their demo in follow-up emails so prospects can review it on their own and show it to other stakeholders. 

Having this type of platform as part of your sales tech stack also allows you to further personalize your demos based on how the meeting went.

Let’s put it this way, when you include the demo itself in your follow-up email, it only helps improve the chances of conversion.    

FAQs about follow-up emails

How do you follow up a demo?

To follow up a demo, the best practice is to send a demo follow-up email. This email should thank the prospect for their time, provide a summary of the key discussion points, and provide clear “next steps” or a call to action. 

How do you follow up without being annoying?

Following up without getting on prospects’ nerves is truly an art. 

So, here’s a step-by-step guide to help you avoid pissing off prospects with your follow-up efforts:  

  1. Avoid using passive-aggressive language: When you send a follow-up email, it is essential to be friendly and polite, no matter how many times you’ve tried to get in touch with them. 
  2. Be patient: Your prospect isn’t sitting in front of the computer waiting for your email. So, it’s a good idea to wait some time before sending another follow-up email to avoid coming off as pushy. 
  3. Keep it concise: When you make your point clearly and concisely, you are more likely to get an email back from prospects. And get one back faster.  
  4. Make sure it’s easy to skim: It is a pretty safe bet that prospects are going to skim your email. So, make sure you keep this in mind when drafting your follow-up email. 

Do follow-up emails increase sales?

Research shows that only 2% of sales occur in the first meeting. So, it’s critical to use follow-up emails.  

When done right, demo follow-up emails can help you move prospects through the sales cycle and stand out from the crowd. 

Boost your conversion rate with personalized demo experiences today by pushing the big purple "Get Started" button at the top of your screen.

About the author
Mendy Shlomo
SaaS Content Marketer
Mendy is the content guy at Walnut. Besides writing stuff about SaaS sales and making memes, you can also find him trying to explain to his Boomer parents exactly what it is that he does.
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