Downsell Sequence for Financial Advisors Email Guide
Why Downsell Sequence Emails Fail for Financial Advisors (And How to Fix Them)
Your ideal client just said "no" to your premium service. You might assume that's the end of the conversation, walking away and leaving valuable relationships on the table.
However, a "no" to your top-tier offering is often an invitation for a different conversation. Many financial advisors find that clients simply need a more accessible entry point, a stepping stone to build trust and experience your expertise before committing to a larger engagement.
A downsell sequence isn't about compromising value; it's about strategically meeting your prospect where they are. It's a pathway to convert hesitant leads into committed clients, even if they're not ready for full AUM management or comprehensive retirement planning yet.
These proven downsell email templates are crafted specifically for financial advisors to re-engage prospects, provide tangible value, and secure new relationships.
The Complete 3-Email Downsell Sequence for Financial Advisors
As a financial advisor, 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 understand that our [PREVIOUS OFFER] might not have been the perfect fit for you right now. That's completely fine.
My priority is always to ensure you find the right solution for your financial journey, even if it's not with my most comprehensive service immediately. Many of my clients started their journey with a specific, immediate need, rather than a full-scale engagement.
Perhaps it's a focused portfolio review, or clarity on a specific retirement planning question. I want to make sure I'm still providing value, regardless of your initial choice.
I'm here to help you handle your financial effectively.
Best, [YOUR NAME]
This email employs the 'door-in-the-face' technique in reverse. By acknowledging their rejection of the larger offer with empathy, you disarm their resistance and maintain a positive relationship. It signals that you respect their decision, positioning you as a helpful advisor, not just a salesperson, which keeps the door open for a smaller, more accessible offer.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
When we spoke about [PREVIOUS OFFER], it might have felt like a significant commitment. And for some, it is.
But what if you could address a critical financial need without that initial leap? Many advisors find that clients often need a foundational step before they're ready for full AUM management or extensive retirement planning.
That's why I've put together a focused [PRODUCT NAME] service. It's designed to give you immediate clarity on your risk tolerance, investment strategy, or retirement income, without the long-term commitment.
Think of it as a targeted approach to solve a specific problem, allowing you to experience my expertise firsthand and build confidence in your financial direction. It's the perfect way to get started.
Best, [YOUR NAME]
This email uses the principle of 'reciprocity' and 'commitment and consistency'. By offering a smaller, more manageable solution, you create a sense of obligation and reduce the perceived risk. It frames the downsell not as a lesser option, but as a strategic, low-friction entry point, allowing prospects to commit to a smaller 'yes' before potentially saying 'yes' to more.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder about the [PRODUCT NAME] service I mentioned. It's designed to give you a clear path forward on your portfolio alignment, retirement income gaps, or specific financial goals, without the upfront commitment of a full engagement.
Many advisors find that this focused approach delivers significant value quickly. However, this specific offer for [PRODUCT NAME] is closing its doors on [DATE/TIME].
After that, I can't guarantee its availability at this structure or price point. If you've been considering taking a strategic step to improve your financial clarity, now is the time.
Don't let this opportunity to get targeted expert guidance pass you by.
Best, [YOUR NAME]
This email uses the psychological trigger of 'scarcity' and 'loss aversion'. By clearly stating an end date for the offer, you create urgency and highlight the potential loss of a valuable opportunity. People are often more motivated by the fear of missing out than by the promise of gain, prompting quicker decision-making.
4 Downsell Sequence Mistakes Financial Advisors Make
| Don't Do This | Do This Instead |
|---|---|
✕ Abandoning a lead after they decline your primary service. | Implement a strategic downsell sequence to offer alternative, lower-commitment services. |
✕ Assuming 'no' to one offer means 'no' to all offers. | Recognize that prospects have varying needs and budget capacities, and tailor smaller solutions. |
✕ Not having a clear, valuable downsell service prepared. | Develop a focused, high-value micro-service (e.g., a one-time portfolio review, a risk tolerance assessment, a specific retirement projection). |
✕ Sending generic follow-up emails that don't address their specific rejection. | Acknowledge their previous decision with empathy and present the downsell as a logical, empathetic alternative. |
Downsell Sequence Timing Guide for Financial Advisors
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 Financial Advisor Specialty
Adapt these templates for your specific industry.
Wealth Managers
- For prospects declining full wealth management, offer a 'Family Financial Health Check' focusing on one critical area like estate planning basics or college savings strategies.
- Utilize tools like RightCapital for a single scenario projection, demonstrating value without full plan commitment.
- Position the downsell as a preliminary assessment, building trust towards eventual comprehensive AUM.
Retirement Planners
- If a full retirement plan is declined, downsell to a 'Retirement Income Gap Analysis' using specific data points from their current situation.
- Offer a single 'Social Security Maximization Strategy Session' as a high-value, low-commitment entry point.
- Frame the downsell as solving an immediate concern, leading to deeper discussions about long-term retirement security.
Investment Advisors
- When AUM is too high, offer a 'Portfolio Risk Assessment' using Riskalyze to highlight specific areas of concern.
- Downsell to a 'Sector Deep Dive' or a 'Concentrated Stock Review' for clients seeking specific investment insights.
- Focus on educating them about their current holdings and potential improvements, building authority for future investment management.
Fee-Only Advisors
- For clients hesitant about ongoing fees, offer a 'One-Time Financial Game Plan' addressing a specific goal like debt reduction or budgeting.
- Provide a 'Fee Structure Comparison' consultation, showcasing the transparency and value of fee-only advice without demanding full commitment.
- Emphasize the clarity and unbiased nature of the downsell service, differentiating from commission-based models.
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