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Post‐Demo Follow‐Ups That Advance Deals

From summary → next step without sounding salesy.

Author

Alexander Shartsis
September 08, 2025

Why follow‑ups win (and don’t feel pushy)

The demo isn’t the decision; the days after are. Good follow‑ups reduce no‑shows, keep context warm, and help your champion sell internally. The trick is to be useful, short, and specific—never “just checking in.”

Use the SANE structure:

  • Summary – 1 line that mirrors what they cared about

  • Anchor – an agreed goal, blocker, or metric

  • Next step – a single, clear ask

  • Exit – a polite out to keep trust

Keep total length ≤120 words. Subject lines 25–45 chars.

5 Follow‑Up Templates (copy, token‑swap, send)

1) Same‑Day (within 2 hours)

Subject: Thanks {first_name} — quick next step?

S Appreciate the time today—sounds like {company} wants {goal} without {pain}.
A We bookmarked {metric} as the north star for a pilot.
N If it helps, I can set up a 20‑min pilot checklist review. Tue {time1} or Wed {time2} {timezone}? (Link below if easier.)
E If timing’s off, no worries—tell me when to circle back.

Footer: {scheduler_link}

2) 48‑Hour Checkpoint (deliver on a promise)

Subject: As promised: {asset} + quick check

S Sharing the {asset} we discussed (1‑pager + 60‑sec Loom).
A You mentioned {blocker} as the main hurdle—page 2 shows how teams handle it.
N Worth 15 mins to map this to your flow? I can draw it on a screen share. Thu {time1} or Fri {time2}.
E If you’re heads‑down, I’ll ping next week instead.

Footer: {asset_link} · {loom_link} · {scheduler_link}

3) 1‑Week Momentum Builder (restate outcome + micro‑case)

Subject: Still planning for {quarter}? quick path

S Last week you framed success as {outcome} by {quarter}.
A Sharing a 60‑word mini‑case: {peer_company} cut {metric} {delta} in {timeframe} by {action}.
N If that’s the right arc for {company}, let’s pencil a pilot scope call. Tue {time1} or Wed {time2}?
E Happy to park this if priorities shifted—just say the word.

4) Quiet‑Thread Revive (value first, zero guilt)

Subject: Template for {team}: {short_benefit}

S Dropping something you can use whether or not we work together: a {template_type} template we give our own team.
A It tackles {pain} without new tooling.
N If helpful, I can adapt it to {company} on a 10‑min call—no pitch.
E If now’s not it, feel free to file and I’ll check back {nudge_date}.

Footer: {template_link}

5) Multi‑Stakeholder (equip the champion)

Subject: Recap for {stakeholder_group} + next step

S Per your request, here’s a 4‑bullet recap you can drop into the thread with {dm_name}:
• Current: {current_state}
• Risk: {risk}
• Plan: {plan_in_brief}
• Outcome: {outcome}
A Usual decision checklist from teams like yours: security ✅, data flow map ✅, pilot objective ✅.
N If useful, I can join for a 20‑min Q&A with {dm_name}—Thu {time1} or Fri {time2}?
E Or feel free to forward this and I’ll wait for next steps.

Guardrails (so you don’t tank goodwill)

  • One ask per email. No laundry lists.

  • Time zones matter. Offer two concrete slots in their zone + a link.

  • Link hygiene. Validate links and keep them minimal (1–2 max).

  • Personal proof. Swap in a relevant micro‑case; avoid generic “customers like you.”

  • Off‑ramp. Always include a polite out.

Tuesday Ritual (10 minutes)

Skim last week’s follow‑ups by label: Positive‑Meeting, Positive‑Resource, Later. Check two numbers: median response time and meeting conversion from follow‑ups. Keep what moved deals; rewrite the bottom 20%.

Want to turn these into real messages fast? Launch a follow‑up micro‑campaign in under 10 minutes. Choose delivery windows, paste your prompts once, and every message is one‑of‑one for each lead (no regurgitated templates).

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