MicroLearning: How to Compose Buyer Confirmation Emails

This video is an example of one of our hundreds of NanoLessons. These are typically embedded in CRM and sales process automation technologies to enable just-in-time refreshers for your people to execute with confidence.

Imagine this. You’ve just completed a diagnostic sales conversation, giving you the opportunity to show that you’re listening. Now is the time to confirm what was discussed and establish the next step(s). You have to send a confirmation email with the right information.

So, what qualifies as the “right” information? What parts of the conversation should you include?

Focus on the Similarities

Sales conversations with decision makers and sponsors can seem quite similar, so let’s first focus on the commonalities.

You should start your email by summarizing the businesses issue/pain that was emitted. You then include the primary reasons for those pains, which you should have explored with your contact.

Recap the established buying vision and make sure that that the capabilities you describe address the identified reasons for pain. Remind your contact of your agreement to further explore the buying vision, which you should have gotten at the end of your prior conversation. Remember – this reminder is a confirmation, not a question.

The Differences

Although the conversations with decision makers and sponsors may seem similar, there are also major differences. Therefore, the next elements of the email will vary. depending on the contact’s role.


If you want to gain access to a decision maker, the next step is to restate the exchange of proof for access to a decision maker or power sponsor. You will want to suggest the form of proof you are willing to offer – this should be of low cost to you, while still valuable enough to compel your contact to provide a meeting with the decision maker.

Decision Makers

As for a confirmation mail to a decision maker, you will change two parts of the message.

  1. Instead of negotiating access to a decision maker, you will want to describe the impact that the pain has on the buyer organization, both above and below.
  2. Instead of providing a form of proof, you should include a joint plan for a collaborative effort to further evaluate the proposed solution. Include a draft of the steps that you believe will be necessary to conduct the evaluation. This is something that you should have discussed with the decision maker at the conclusion of your conversation.

If the decision maker agrees to the contents of your email, then you know that the opportunity is moving forward.

The confirmation email is an important follow up after your sales conversation(s), so you want to make sure that you get it right. If you’ve ever had trouble determining what information to include, follow this formula and you’ll never have to worry about missing important information.

If your organization is having trouble effectively composing their messages or conducting sales conversations, we can help – contact us for a free consultation: +1 (704) 227-6500 or email info@spisales.com.

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