| name | sales-email-template |
| description | Writes individual sales email templates for follow-up, proposal, negotiation, and close scenarios. Use when you need ready-to-send sales emails for specific situations. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Sales Email Template
When to Use This Skill
Use this skill when you need to:
- Write a sales email for a specific scenario (follow-up, proposal, negotiation, close)
- Create reusable email templates with personalization placeholders
- Build a library of sales emails for different stages of the sales process
- Improve response rates on outbound or follow-up sales communications
DO NOT use this skill for email marketing campaigns, drip sequences, or newsletters. This is for one-to-one sales emails sent to prospects and leads.
Core Principle
EVERY SALES EMAIL MUST EARN A REPLY — NOT JUST AN OPEN. IF THE RECIPIENT CANNOT RESPOND IN UNDER 30 SECONDS, THE ASK IS TOO BIG.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Email scenario | "What type of sales email? (cold outreach, follow-up, proposal, negotiation, close)" | No default — must be provided |
| Prospect context | "Who is the recipient? What do you know about them?" | Business owner, some familiarity |
| Your offer | "What are you selling?" | No default — must be provided |
| Previous interaction | "What has happened before this email? (met at event, had a call, sent proposal)" | Varies by scenario |
| Desired next step | "What action do you want them to take?" | Book a call or reply |
| Tone | "Professional, casual, direct?" | Professional but human |
GATE: Confirm the scenario and context before writing.
Phase 2: Email Design
Scenario-Specific Frameworks
Cold Outreach:
- Hook: Reference something specific about them (recent post, company news, mutual connection)
- Value: One sentence on how you can help
- Proof: One credibility point (client result, relevant experience)
- CTA: Simple question that's easy to respond to
Follow-Up (after call/meeting):
- Reference: Specific detail from the conversation
- Recap: Key takeaway or agreed-upon next step
- Value add: Share something useful (article, resource, idea)
- CTA: Confirm the next step with a specific date/time
Proposal Send:
- Context: Brief reminder of their problem and your solution
- Proposal: Attach or link to the proposal
- Highlight: Call out the 1-2 most relevant sections
- CTA: "Take a look and let me know if you have questions. Happy to hop on a quick call to walk through it."
Negotiation:
- Acknowledge: Their concern or counter-offer
- Reframe: Shift focus from price to value/ROI
- Flexibility: What you can adjust (timeline, scope, payment terms)
- CTA: Suggest a specific compromise
Close:
- Urgency: Why now matters (timing, availability, pricing)
- Recap: The key benefits they've already acknowledged
- Simplify: Remove any remaining friction
- CTA: Direct ask for the commitment
GATE: Confirm the framework approach before writing the email.
Phase 3: Write the Email
Email Structure (all scenarios)
- Subject line — 5-8 words, relevant and personal
- Opening line — personalized, no generic greetings
- Body — 3-6 sentences max (under 150 words)
- CTA — one clear, low-friction ask
- Sign-off — professional, warm
Writing Rules
- Under 150 words total — short emails get more replies
- One CTA per email — do not ask them to "check out our website AND book a call AND review the proposal"
- No attachments in cold emails — they trigger spam filters and create friction
- Personalization must feel genuine, not stalker-ish
- Write at a 6th grade reading level — simple language, short sentences
- Avoid sales jargon: "synergy," "touch base," "circle back," "leverage"
Template Format
Use {placeholders} for personalization:
Subject: {specific_reference} — quick question
Hi {first_name},
{Personalized opening referencing something specific about them or their business.}
{1-2 sentences on how you can help, tied to their specific situation.}
{One proof point: "We helped [similar company] achieve [specific result]."}
{CTA question — easy to respond to with a yes/no or short answer.}
Best,
{your_name}
Phase 4: Polish
1. Follow-Up Cadence
If no reply, recommend a follow-up schedule:
- Follow-up 1: 3 business days later (add value, don't just "check in")
- Follow-up 2: 5 business days later (new angle or resource)
- Follow-up 3: 7 business days later (breakup email — "Should I close your file?")
2. Subject Line Variations
Provide 3 subject line options per email, testing different approaches.
3. Response Handling Guide
For each likely response type, provide a suggested reply:
- Positive response → move to next step
- "Not now" → schedule follow-up, stay helpful
- Price objection → value reframe
- No response → follow-up sequence
- "Not interested" → graceful exit, leave door open
Anti-Patterns
- "Just checking in" follow-ups — every follow-up must add new value or a new angle. Never just "bump this to the top of your inbox."
- Wall-of-text emails — anything over 200 words in a sales email gets skimmed or skipped.
- Generic openers — "I hope this email finds you well" signals mass email. Personalize the first line.
- Multiple asks — "Could you review the proposal, share it with your team, and let me know your budget?" is three asks. Pick one.
- Overselling in email — the email's job is to get a reply or book a call. The selling happens on the call.
Recovery
- No information about the prospect: Write a template with clear {placeholder} instructions for what to research and customize before sending.
- User wants a long, detailed email: Explain that reply rates drop significantly past 150 words. Offer to create a longer proposal document linked from a short email instead.
- Cold email compliance concerns: Include a note about CAN-SPAM (US), GDPR (EU), and CASL (Canada) requirements — identification, opt-out, and legitimate interest.
- No previous interaction: Default to cold outreach framework. Focus on relevance and a single low-friction CTA.
