Structure · Playbooks & SOPs

Write an SOP for Sending Sales Follow-Up Emails

Codify the rule for when and how reps send follow-up emails so deals don't die from inconsistent touches.

managerrepBeginner⏱ 2 hours
When to use
Use when reps follow up inconsistently or ghost prospects after 1-2 attempts. Best as the rules-of-the-road document that sits behind any sequence tool or shared inbox. Pair with stage-specific playbooks so the cadence ties to deal stage, not vibes.
The prompt
You are a sales manager at a digital marketing agency writing operational SOPs your reps actually follow.
Agency: [AGENCY_NAME] — services: [SERVICES] | typical deal stages: [DEAL_STAGES] | tools used for follow-up: [EMAIL_TOOLS] | CRM: [CRM_TOOL] | known issue: [CURRENT_PROBLEM]
Write an SOP that defines the rule for sales follow-up emails across every deal stage at [AGENCY_NAME] — when to send, how many, what to say, what counts as 'enough', and what to log.

- This is an SOP (rule), not a copywriting exercise. Don't write the emails — define the system.
- Must include: per-stage cadence table (in plain text, not markdown table), channel rules (email vs. text vs. LinkedIn), content guardrails (no 'just checking in'), max-attempts rule, exit conditions, and CRM logging requirements.
- Tie cadence to [DEAL_STAGES] explicitly.
- Under 550 words.

Markdown. Sections: Purpose, Cadence By Stage, Channel Rules, Content Guardrails, Max Attempts & Exit, Logging in [CRM_TOOL].
Variables
  • [AGENCY_NAME] — Your agency's name
  • [SERVICES] — Services being sold
  • [DEAL_STAGES] — Your CRM pipeline stages
  • [EMAIL_TOOLS] — Gmail, Outlook, Apollo, Instantly, HubSpot sequences, etc.
  • [CRM_TOOL] — Your CRM
  • [CURRENT_PROBLEM] — What's breaking today, e.g. 'reps stop after 2 touches'
Example input
AGENCY_NAME: Forge Digital | SERVICES: SEO + content | DEAL_STAGES: New Lead, Discovery Scheduled, Proposal Sent, Negotiation, Closed | EMAIL_TOOLS: Gmail + HubSpot sequences | CRM_TOOL: HubSpot | CURRENT_PROBLEM: reps stop after 2 touches and deals go dark
Example output
## Purpose
Ensure no deal at Forge Digital dies from lack of follow-up, while keeping outreach respectful and on-brand.

## Cadence By Stage
New Lead: same-day reply, then Day 2, Day 4, Day 8, Day 15. 5 touches max.
Discovery Scheduled: confirm 24h before. If no-show, follow up within 2h then Day 2, Day 5.
Proposal Sent: Day 1 confirm, Day 3 nudge, Day 7 check-in, Day 14 break-up.
Negotiation: every 2 business days until signed or paused.

## Channel Rules
Email = default. LinkedIn DM = after 2 unanswered emails, only if connected. SMS = only if prospect texted first. No cold calls without prior email.

## Content Guardrails
No 'just checking in', 'bumping this up', or 'circling back'. Every email gives the prospect something: a relevant insight, a tightened next step, a deadline.

## Max Attempts & Exit
5 touches per stage. After the 5th with no reply, send break-up email and move to 'Lost - No Response'. Re-enter only on inbound signal.

## Logging in HubSpot
Every touch logged via sequence or manual log. Stage notes updated weekly. Break-up emails tagged 'breakup-sent'.
Pro tips
  • Audit one rep's last 20 deals against this SOP before rolling it out — surface real gaps.
  • Build the email templates separately; this SOP should outlive any template refresh.
  • Add a 'snooze' state so reasonable pauses don't look like ghosting in CRM reports.
Works with
ClaudeChatGPTGemini
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