Follow Up After a Sales Presentation or Demonstration • Letter Templates and Guides

How to write this letter:

1Thank the reader for the interest he or she has shown in your product or service. If this is a follow-up to a follow-up, ask whether the reader received or enjoyed the materials you sent.
2Emphasize the features that most impressed the reader, or those that will best meet his or her needs.
3Encourage the reader to place an order, explaining how easy it will be.


This letter reminds a customer or potential customer of your continued willingness to serve him or her. Don't duplicate previous sales pitches but offer something new, such as more information or a special discount. You may write two or more letters, one very soon after the presentation and another a few weeks later.

Example Letter #1


I enjoyed our time together yesterday. Our showroom is a good place to get ideas for your interior decorating. I'm looking forward to starting work on your designs.

I want to follow up on one question you asked. The wallpaper you chose does come in both smooth and textured. My initial suggestion is that you lean toward the textured feel, because it will complement the carpet you chose. I have a catalog of colors that you should see before you make your final decision. May I stop by next week so you can take a look? Please call me at your earliest convenience and let me know.

Example Letter #2


Thanks for test-driving the Mustang yesterday. I'm glad you had a chance to take it for a spin. Doesn't it have incredible power?

I could tell how much you enjoyed the Mustang, but I forgot to give you one piece of crucial information. You should consider waiting to purchase the Mustang until next weekend. That marks our annual factory sale when the manufacturer kicks in some considerable rebates and a low interest rate. This could save you thousands off the price we discussed. (We haven't released this information yet, but I thought you'd like to know.)

Hope to see you this weekend.

Example Letter #3


I enjoyed our lunch meeting yesterday.

I appreciated the opportunity to show you samples of my business-to-business videos. Your comment about being able to visualize your business and products on camera was astute. Without a doubt, you have a product line that should be shown off through the visual medium of video.

I have taken the opportunity to send you another of my tapes that I created for a client with a similar business. I think this video provides another strong example of my work and will give you an idea of how we might approach your product line. Please review the tape at your convenience.

I will call you later this week to set up an appointment to discuss scripting your video. I look forward to working with you.

Example Letter #4


Thank you for giving me the opportunity to present my insurance proposal to you. I enjoyed meeting you.

I'd like to follow up on a couple of questions you raised and point out some key points of the policy.

*(list questions and answers and prominent points)

Finally, I want to point out the terrific savings on this policy. (Describe money-savings features.) That's quite a sum over the years.

As promised, I will contact you at the end of this week to answer any questions. In the meantime, please feel free to call me at 555-5555.

Example Letter #5


Thank you for meeting with me last week. I appreciated your giving me the chance to present my ideas. Here are some of the key points we discussed:

*(list prominent points of the meeting)

Working with you is very exciting for me. I look forward to talking with you next week.

Example Letter #6


Thank you for stopping by my booth at the Springfield SummerFest. I appreciate your inquiry concerning the wonderful things Doe Toys has to offer. We have just received the fall catalogs, which include all products are now available. Contact Jane at 555-5555 if you are interested in receiving one. Price increases on some general distribution toys will be in effect September 6.

If you would like to earn free Doe Toys, you might want to consider hosting a "toy time" open house, or if your club or organization would like to raise funds selling toys, you can earn 25% of the retail cost of any toy. I am currently scheduling "toy times" only through November, but I can work out a fund raising agreement any time. I will be happy to work with you.

Example Letter #7


Thank you for letting me demonstrate the Doe Cleaning System last week. It truly a remarkable improvement over other types with which you are familiar. I know you will be pleased with how the system cleans carpets and helps them retain their new appearance for years.

I have enclosed information on our payment plan options, and a flyer detailing this month's purchasing incentive. If you purchase the Doe vacuum, and provide us with two demonstration referrals during the month of October, we will include the Doe shampooer, cost free. For further information or to place an order, simply dial our customer service representatives at 555-555-5555, and they will be happy to assist you.

Example Letter #8


Just a note to thank you for attending Jane's kitchenware party. We hope you are enjoying your new pitcher and chip-n-dip set. With Christmas just around the corner, we are offering our preferred customers 20% off the total retail amount of their November purchases. This is just our way of saying "thank you" for your continued patronage.

Enclosed you will find a new catalog of Doe products for the home. We will be accepting orders at the reduced rate until the November 30. If you are unable to purchase your gifts in November, but would still like to give that special person a Doe gift, we must receive your order by December 10 to guarantee deliver by Christmas. Please know that we are here to help with all your holiday needs. The Doe family wishes you a wonderful holiday season.

Example Letter #9


I hope you enjoyed the Doe X26 supermixer demo. The X26 is a most versatile and sturdy mixer. Arrayed with its various attachments, the X26 can grind meat, shred carrots, knead bread dough, or mold pasta. No family should be without this time-saving, kitchen facilitator. Enclosed is an order form. Simply check the box for the supermixer and any additional attachments necessary to make your life easier. We'll ship your X26 immediately.

Example Letter #10


As always I enjoyed showing off our new line of bath and kitchen hardware. I trust the sample fixtures I installed worked flawlessly. You correctly identified the biggest selling point of this hardware. Customers in your area are demanding classically styled, real metal bath and kitchen fixtures. This new line updates the classic originals with today's technology and standardization.

Now is an excellent time to order because we are offering an introductory price break of 15% on orders over $5000, accompanied by an unprecedented national ad campaign. Just call me or your regular Doe Hardware representative and we'll answer any questions and take your order. I look forward to hearing from you.

Write Your Letter Step-by-Step


Thank the reader for the interest he or she has shown in your product or service. If this is a follow-up to a follow-up, ask whether the reader received or enjoyed the materials you sent.

Example Sentences for Step 1

Example Phrases for Step 1


Emphasize the features that most impressed the reader, or those that will best meet his or her needs.

Example Sentences for Step 2

Example Phrases for Step 2


Encourage the reader to place an order, explaining how easy it will be.

Example Sentences for Step 3

We have been back-ordered for some time--the price of popularity--but have just received a large shipment. If you order now, we can deliver your stock before the end of the week. Just call 555-5555. When you are ready to order, please contact me at 555-5555 to discuss our special discount. I look forward to working with you. We offer a free one-day training course, which will help your teachers use the software to their students' best advantage. If you are interested in learning more, or if you are ready to order, please call 555-5555. If you are interested in testing any of our equipment in your laboratory, please call 555-5555. We look forward to providing you with the finest lab equipment available. We trust that you will feel confident in recommending this line of products to your patients. If you have any questions on availability, please let me know. I am enclosing an order form, along with a copy of our bulk discount schedule. We look forward to hearing from you. I am enclosing a voucher for 20% off your first order. We look forward to serving you. I will call you next week to answer any questions you may have and to take your order when you are ready. If you would like to know more, please call 555-5555, and one of our consultants will be happy to help you. If I can provide you with any additional information, please call me at 555-5555. This note is to let you know that there couldn't be a better time to order than right now. I am enclosing the details of our special offer, but please be aware that it expires at the end of this month.

Example Phrases for Step 3