Downsell Sequence for Marketing Consultants Email Guide
Why Downsell Sequence Emails Fail for Marketing Consultants (And How to Fix Them)
Your ideal client just declined your signature service. They loved your pitch, but the investment felt too big, right now.
It's a common scenario for marketing consultants. You've invested time, built rapport, and delivered immense value in your consultation.
To walk away empty-handed feels like a waste. That's where a strategic downsell sequence comes in.
It's not about settling; it's about offering a valuable, accessible first step that keeps the door open, builds trust, and solves an immediate pain point. The templates below are designed to turn initial hesitation into future commitment, ensuring you never leave a good lead behind.
The Complete 3-Email Downsell Sequence for Marketing Consultants
As a marketing consultant, 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 appreciate you taking the time to discuss your marketing needs. I understand that the full scope of [YOUR HIGH-TICKET SERVICE] might not align with your current immediate priorities or budget.
Many marketing consultants find themselves in a similar position, where they see the long-term value but need a more accessible starting point. My goal is always to help you achieve tangible results, even if it's in smaller, focused steps.
I believe in providing value that moves your business forward. No pressure at all, but I wanted to make sure you know I'm here to support your growth in whatever capacity makes sense for you right now.
Best, [YOUR NAME]
This email uses empathy and reciprocity. By acknowledging their decision without judgment, you maintain rapport. It reframes a 'no' not as a rejection, but as a potential timing or scope issue, leaving the door open for future engagement and making the subsequent downsell feel less like a hard sell.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on our chat, I've been thinking about the specific challenge you mentioned regarding [CLIENT'S SPECIFIC PAIN POINT]. While my full [YOUR HIGH-TICKET SERVICE] offers a comprehensive solution, I've put together something specifically for consultants who need a focused win first.
It's called [PRODUCT NAME]. This isn't a watered-down version; it's a powerful, standalone solution designed to help you [ACHIEVE A SPECIFIC, SMALLER OUTCOME] quickly and affordably.
Think of it as the perfect first step to experience my approach and see initial results, without the larger commitment. It includes [BRIEF FEATURE 1] and [BRIEF FEATURE 2].
It's a way to get momentum without feeling overwhelmed. If you're ready to tackle [PAIN POINT] now, this could be exactly what you need.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique. By presenting a smaller, more manageable offer, it lowers the barrier to entry. It anchors the downsell against the previously discussed higher-ticket offer, making it seem more affordable and less risky, while directly addressing a specific pain point to show continued relevance.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
Just a quick reminder: the special offer for [PRODUCT NAME] closes at the end of [DAY/WEEK]. This is your opportunity to address [CLIENT'S SPECIFIC PAIN POINT] and start seeing progress without the significant investment of a full service package.
Many marketing consultants find that a focused solution like this provides immediate relief and clarity, acting as a powerful stepping stone towards larger goals. Don't miss out on the chance to get [KEY BENEFIT 1] and [KEY BENEFIT 2] for just [PRICE].
This offer won't be available again at this price. If you're ready to make a tangible improvement in your marketing efforts, now is the time to act.
Best, [YOUR NAME]
This email creates urgency and scarcity. By setting a clear deadline, it triggers the 'fear of missing out' (FOMO). It also reiterates the key benefits and value of the downsell, reinforcing the idea that this is a valuable, time-limited opportunity to achieve a quick win, prompting immediate decision-making.
4 Downsell Sequence Mistakes Marketing Consultants Make
| Don't Do This | Do This Instead |
|---|---|
✕ Giving up after a client declines your main service, assuming they're not interested at all. | Always have a smaller, related offer (a downsell) ready to present. A 'no' to one thing isn't a 'no' to everything. |
✕ Offering a downsell that feels like a consolation prize or 'lesser' version of your main service. | Position your downsell as a valuable, standalone solution for a specific, immediate problem. It should solve a real pain point, not just be a 'discounted' version. |
✕ Not clearly defining the specific problem your downsell solves, making it seem generic. | Tailor your downsell's benefits to a distinct, smaller pain point you uncovered during the initial consultation. Make it highly relevant to their immediate needs. |
✕ Failing to follow up with clients who decline, missing opportunities to nurture them for future offers. | Implement a short, empathetic downsell email sequence. This keeps you top-of-mind, builds trust, and offers an accessible entry point to your services. |
Downsell Sequence Timing Guide for Marketing Consultants
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 Marketing Consultant Specialty
Adapt these templates for your specific industry.
Brand Consultants
- Offer a 'Mini Brand Audit' as a downsell, focusing on a single brand element like messaging or visual consistency.
- Create a 'Brand Voice Guide Template' for clients to kickstart their communication strategy.
- Provide a 'Brand Storytelling Framework' workshop instead of a full brand strategy engagement.
Digital Marketing Consultants
- Downsell a full strategy to a 'Quick Win Ad Campaign Setup' for a specific platform.
- Offer a 'Website Health Check' focusing on SEO basics or user experience, rather than a full site overhaul.
- Provide a 'Social Media Content Calendar Template' instead of a full content strategy.
Content Strategy Consultants
- Offer a 'Content Topic Brainstorm Session' focused on a single pillar topic, rather than a full content plan.
- Create a 'Blog Post Outline & Template Pack' for clients to simplify their writing process.
- Provide a 'Content Repurposing Checklist' to help clients maximize existing assets.
SEO Consultants
- Downsell a full SEO audit to a 'Keyword Research Starter Pack' for their top 3 services.
- Offer a 'Local SEO Quick Fix Guide' addressing Google My Business optimization.
- Provide a 'Technical SEO Checklist for Beginners' instead of a comprehensive technical audit.
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