Downsell Sequence for Business Coaches Email Guide
Why Downsell Sequence Emails Fail for Business Coaches (And How to Fix Them)
You've just wrapped a powerful discovery call. The client was engaged, nodding, even excited.
Then, they hesitated. 'It's not the right time,' or 'The investment is too high.' Many business coaches experience this. That 'no' isn't always a 'never.' Often, it's a 'not yet' or 'not at that price point.' A downsell sequence understands this nuance.
It’s designed to re-engage those warm leads who weren't quite ready for your premium offer, presenting a stepping stone that still delivers immense value. This isn't about compromising your worth; it's about meeting your ideal clients where they are, nurturing them, and building trust.
It's about turning almost-clients into paying customers, even if it's a smaller initial commitment. The templates below are structured to gracefully pivot from a 'no' to a 'yes,' ensuring you never leave valuable leads behind.
The Complete 3-Email Downsell Sequence for Business Coaches
As a business coach, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
I wanted to follow up briefly on our recent discovery call. I completely understand that the timing or the investment for the full coaching package might not align perfectly with where you are right now.
Starting a new client transformation journey is a significant decision, and it’s important to feel fully ready for it. My goal is always to ensure my clients feel empowered, not pressured.
Even if our full program isn't the right fit at this moment, I truly believe in the vision we discussed for your business. I'm still committed to seeing you achieve those breakthroughs.
No pressure at all, but I often find that even small, focused steps can create incredible momentum. I'll be in touch again soon with something that might be a perfect starting point.
Best, [YOUR NAME]
This email employs the principle of reciprocity and builds trust. By acknowledging their decision without judgment and expressing continued commitment to their success, you shift from a sales role to a supportive advisor. This disarms potential resistance and keeps the door open for future engagement.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
During our conversation, we talked a lot about [SPECIFIC CHALLENGE OR GOAL DISCUSSED IN DISCOVERY CALL, e.g., simplifying client onboarding, creating a repeatable sales process]. While the full coaching package is designed for a complete transformation, I've realized that sometimes, what's needed most is a focused, practical step to get started immediately.
That's why I created [PRODUCT NAME]. It's a condensed, powerful resource specifically designed to help business coaches like you [ACHIEVE A SMALLER, TANGIBLE OUTCOME RELATED TO THE CHALLENGE].
Think of it as a focused breakthrough session or a mini-course that gives you immediate tools to [BENEFIT 1] and [BENEFIT 2] without the larger time or financial commitment. It's a perfect way to experience my approach and gain quick wins.
If you're curious how this could accelerate your progress, you can learn more here: [LINK TO DOWNSELL OFFER]
Best, [YOUR NAME]
This email uses the "foot-in-the-door" technique. By offering a smaller, more accessible commitment, you reduce the perceived risk and lower the barrier to entry. It also frames the downsell not as a lesser option, but as a strategic first step, appealing to their desire for progress and immediate solutions.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a final reminder that enrollment for [PRODUCT NAME] closes at [TIME] on [DATE]. This focused offer was designed to give you a powerful, practical step towards [REITERATE SMALLER, TANGIBLE OUTCOME] without the larger commitment of a full coaching package.
If you've been considering getting started with [BENEFIT OF DOWNSELL], this is your last opportunity to gain access at this special entry point. Many business coaches find this initial step creates significant momentum.
Don't miss out on the chance to make tangible progress right now. Once the doors close, this specific offer will not be available again. [CTA: Secure your spot now →]
Best, [YOUR NAME]
This email employs the principles of scarcity and loss aversion. By clearly stating a deadline and emphasizing that the offer will not be available again, it triggers a fear of missing out, prompting immediate action. The clear call to action reduces friction and guides the reader towards conversion.
4 Downsell Sequence Mistakes Business Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a 'no' to a high-ticket offer means a definitive 'no' to everything. | Develop a clear downsell path for leads who aren't ready for your premium coaching package. |
✕ Sending only one follow-up email after a discovery call, or none at all. | Implement a multi-touch follow-up sequence, including a downsell offer, to nurture leads over time. |
✕ Focusing too heavily on selling during discovery calls, rather than truly understanding client needs. | Use discovery calls primarily for deep listening and qualifying, positioning your offers as solutions to identified pain points. |
✕ Losing track of warm leads who expressed interest but didn't convert immediately. | Utilize a simple CRM or spreadsheet to track lead stages and ensure timely follow-ups, perhaps noting Calendly or Zoom interactions. |
Downsell Sequence Timing Guide for Business Coaches
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Business Coach Specialty
Adapt these templates for your specific industry.
Executive Coaches
- Offer a single 'Leadership Blindspot Assessment' session as a downsell.
- Provide a downloadable 'Executive Presence Checklist' template via Kajabi or Dubsado.
- Focus on immediate, high-impact insights relevant to C-suite challenges, using Zoom for focused sessions.
Startup Coaches
- Offer a 'Pitch Deck Review' service as a downsell, scheduling via Calendly.
- Provide a 'Minimum Viable Product (MVP) Blueprint' template on Kajabi.
- Emphasize speed, validation, and early-stage strategy, using Dubsado for contract management.
Small Business Coaches
- Offer a 'Profitability Quick-Scan' session, easily booked through Calendly.
- Provide a 'Client Acquisition Playbook' for local businesses, hosted on Kajabi.
- Focus on practical, immediate revenue-boosting tactics, with client communication managed through Dubsado.
Sales Coaches
- Offer a 'Sales Call Script Audit' session as a downsell, conducted over Zoom.
- Provide an 'Objection Handling Framework' template within Kajabi.
- Emphasize conversion rates and pipeline optimization, tracking progress in Dubsado.
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