Win-back Sequence for Performance Coaches Email Guide
Why Win-back Sequence Emails Fail for Performance Coaches (And How to Fix Them)
Your former client just posted about achieving a new personal best, with another coach. You've poured your expertise into helping clients achieve breakthroughs.
They hit their goal, celebrate, and then... Drift away.
Building new client relationships takes significant time and resources. Letting past successes fade means constantly chasing new business, often overlooking the valuable connections you've already made.
A strategic win-back sequence isn't just about chasing old leads. It's about reactivating a valuable asset.
It's a structured way to remind them of the results you delivered, update them on new solutions, and offer a clear path back to peak performance without sounding desperate. These templates are designed to reignite those connections, turning past successes into future engagements.
The Complete 4-Email Win-back Sequence for Performance Coaches
As a performance coach, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
It feels like yesterday we were celebrating your [SPECIFIC PAST ACHIEVEMENT, e.g., breaking your personal record, mastering that complex skill, hitting your revenue target]. The dedication you showed was incredible, and the progress you made was truly inspiring.
I often reflect on those moments, the specific strategies we put in place, and the mindset shifts that led directly to those wins. There's a particular satisfaction in seeing a client transcend their perceived limits.
That drive, that potential for growth, it doesn't just disappear. It's still there, waiting to be channeled into your next big goal.
Maybe it's a new challenge, a higher benchmark, or simply maintaining that edge you worked so hard to achieve. I'm curious: what's the next mountain you're looking to climb?
I'd love to hear about it.
Best, [YOUR NAME]
This email uses nostalgia and the peak-end rule. By reminding them of a specific, positive past achievement, you tap into positive emotions and associate those feelings with your coaching. It subtly implies that you were the catalyst for that success, creating an open loop for future engagement without any direct pitch.
The Update
Share what is new since they last engaged
Hi [First Name],
A lot can change in a few months, especially in the world of high performance. Since we last connected, I've been refining my approach, integrating new methodologies, and seeing exciting results with current clients.
For example, I've developed a more targeted approach to [SPECIFIC CHALLENGE, e.g., sustained focus under pressure, improving recovery for peak output, building resilience against burnout]. It's a system I wish I'd had when we were working together, as it addresses some common hurdles many high-achievers face.
This isn't just about theory; it's about practical, practical steps that integrate directly into a busy schedule, designed to help you maintain that competitive advantage without adding more stress. If you're facing new demands or looking for an extra edge, I'd be happy to share a quick overview of how these updates could apply to your current goals.
Best, [YOUR NAME]
This email uses the novelty bias and fear of missing out (FOMO). By presenting new information and demonstrating continued growth in your expertise, you suggest that they might be missing out on valuable advancements. It positions you as an evolving expert, keeping them curious about what you now offer that could benefit them.
The Offer
Give a special incentive to return
Hi [First Name],
You know the power of focused effort and strategic guidance. Sometimes, all it takes is a catalyst to reignite that momentum and push past current plateaus.
For a limited time, I'm extending a special invitation exclusively for past clients like you. Re-engage with me, and you'll receive [SPECIAL INCENTIVE, e.g., a complimentary deep-dive strategy session, 20% off your first month of coaching, access to my new [PRODUCT NAME] resource library].
This isn't just a discount; it's an opportunity to revisit your ambitions with renewed clarity and a fresh perspective, ensuring your next steps are precise and effective. Think of it as a jumpstart to your next major achievement.
This offer is only available until [DATE] for a select few. If you're ready to commit to your next level of performance, reply to this email or schedule a quick call here: [LINK TO SCHEDULING TOOL].
Best, [YOUR NAME]
This email uses scarcity and urgency to drive action, combined with a clear value proposition. By offering a time-sensitive, exclusive incentive, it creates a 'now or never' feeling. The direct call to action reduces friction, while the emphasis on 'fresh start' aligns with a performance coach's client mindset.
The Final
Last chance before you move on
Hi [First Name],
This is a final note regarding the special re-engagement opportunity I shared. The complimentary strategy session (or [OTHER INCENTIVE]) and the chance to revisit your performance goals at a special rate will conclude on [DATE].
My intention was to offer a clear path for you to step back into a focused coaching environment, to help you handle new challenges, or simply to amplify your existing strengths. I believe in the results we achieved together, and I know your potential is still immense.
If you've been considering it, now is truly the moment to decide. This particular offer will not be extended past the deadline, as I'll be shifting focus to new initiatives.
If you're ready to make that commitment, simply reply to this email or book your session here before [TIME] on [DATE]: [LINK TO SCHEDULING TOOL]. If now isn't the right time, I understand completely and wish you continued success.
Best, [YOUR NAME]
This email employs loss aversion and creates a sense of finality. By clearly stating the offer's expiration and the consequences of inaction, it motivates those on the fence. It gives a clear, polite 'out' while reinforcing the value of the opportunity, ensuring a clean close to the sequence.
4 Win-back Sequence Mistakes Performance Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming past clients are gone for good and not worth re-engaging. | Implement a structured win-back sequence, recognizing that past clients already know your value and require less trust-building. |
✕ Sending generic, 'checking-in' emails without a clear purpose or value proposition. | Craft each email with a specific psychological objective: remind of past success, introduce new value, offer a clear incentive, or create urgency. |
✕ Focusing solely on new services without connecting to past client's specific wins. | Anchor new offers or updates to the specific results or feelings of success the client experienced when they last worked with you. |
✕ Avoiding direct offers or calls to action in fear of appearing 'salesy'. | Frame offers as opportunities for continued growth and clearly state the next step, remembering that performance clients value directness and results. |
Win-back Sequence Timing Guide for Performance Coaches
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Performance Coach Specialty
Adapt these templates for your specific industry.
Athletic Performance Coaches
- In 'The Remember,' specifically reference a PR, a specific competition win, or overcoming an injury. 'Remember that feeling after hitting your new 100m sprint time?'
- In 'The Update,' mention new recovery protocols, strength & conditioning methods, or mental toughness strategies you've adopted.
- In 'The Offer,' provide an incentive like a free 'Performance Tune-up' session or a discounted 'Off-Season Prep' package.
Peak Performance Coaches
- In 'The Remember,' recall a moment of intense focus, a critical decision made under pressure, or a significant strategic breakthrough.
- In 'The Update,' highlight new frameworks for executive decision-making, advanced productivity hacks, or resilience-building techniques for high-stress environments.
- In 'The Offer,' propose a 'Strategy Refresh' call or a special rate on a 'Leadership Edge' program.
Productivity Coaches
- In 'The Remember,' remind them of how you helped them reclaim hours in their week, complete a major project ahead of schedule, or conquer their inbox.
- In 'The Update,' introduce new systems for time blocking, digital decluttering, or efficient team collaboration you've mastered.
- In 'The Offer,' provide a 'Productivity Audit' session or a discounted 'Workflow Optimization' package.
Focus Coaches
- In 'The Remember,' reference a time they eliminated distractions, achieved deep work states, or significantly improved their concentration on a key task.
- In 'The Update,' share insights on neuroplasticity for sustained attention, advanced mindfulness techniques, or new environmental design principles for focus.
- In 'The Offer,' suggest a 'Distraction Detox' session or a special rate for a 'Deep Work Mastery' module.
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