Win-back Sequence for Sales Coaches Email Guide
Why Win-back Sequence Emails Fail for Sales Coaches (And How to Fix Them)
A past client just posted about a major win they had, and you weren't the coach who helped them get there. You've invested time and expertise into your clients.
They achieved significant results under your guidance. Then, silence.
You send one email. No reply.
It feels like a missed opportunity, a valuable relationship fading. That's not a relationship problem.
That's a re-engagement sequence problem. A single email can't reignite a dormant connection.
Your past clients need to be reminded of their past success, updated on your latest solutions, and re-invited strategically over several touchpoints. The win-back sequence templates below are designed to bring those valuable clients back into your world, without sounding desperate or pushy.
They're structured to move your past clients from "out of sight" to "ready to re-engage."
The Complete 4-Email Win-back Sequence for Sales Coaches
As a sales 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],
Think back to when we first worked together. Remember that specific sales challenge you faced with [SPECIFIC SALES CHALLENGE]?
The one that kept you up at night, questioning your approach? We tackled it head-on.
We implemented [SPECIFIC SOLUTION/STRATEGY] and refined your process. And the result?
You moved past that hurdle, closing [SIGNIFICANT DEAL/ACHIEVED OUTCOME] or significantly improving your [KEY SALES METRIC]. Those wins don't happen by accident.
They come from focused effort and the right guidance. I often think about the progress you made.
I'm curious what new challenges you're facing now, and how you're continuing to build on that success.
Best, [YOUR NAME]
This email uses nostalgia and the principle of reciprocity. By reminding the client of the specific value and success you helped them achieve, you trigger positive memories and a sense of gratitude. It subtly positions you as the solution to their past problems, making them consider you for future ones. It's a reminder of a positive past, not a pitch.
The Update
Share what is new since they last engaged
Hi [First Name],
The sales doesn't stand still. New challenges emerge, and new solutions become essential.
Since we last connected, I've been focused on refining [SPECIFIC AREA OF SALES COACHING, e.g., virtual closing strategies, advanced prospecting funnels]. I've developed fresh insights and refined approaches to common sales hurdles.
For example, I've created a more effective framework for [CHALLENGE THEY MIGHT FACE, e.g., handling complex B2B sales cycles, shortening sales timelines]. Many of my current clients are finding [SPECIFIC NEW BENEFIT, e.g., increased confidence in high-stakes negotiations, a clearer path to predictable revenue] with these updated strategies.
I thought of you, knowing your commitment to staying ahead. If you're encountering new bottlenecks or looking to push past your current plateaus, these new solutions might be exactly what you need.
Best, [YOUR NAME]
This email creates a curiosity gap by hinting at new developments without revealing everything. It uses the client's desire to stay competitive and relevant (fear of missing out on new solutions). It positions you as a continuous innovator in the sales coaching space, reinforcing your authority and value since their last engagement.
The Offer
Give a special incentive to return
Hi [First Name],
Because of our past work together and the results we achieved, I'm extending a special invitation. I'm offering [SPECIFIC OFFER, e.g., a discounted strategy session, a bonus module for a new coaching package, a limited-time rate on a new service] exclusively for a small group of past clients.
This isn't an offer I extend widely. It's my way of acknowledging the foundation we built and inviting you to explore what's possible now, with an added incentive.
This offer is designed to help you tackle [CURRENT CHALLENGE THEY MIGHT FACE, e.g., scaling your team's closing rates, improving your outbound efforts] with my latest insights and tools. If you've been considering taking your sales game to the next level, or if a new challenge has emerged, this is an unique opportunity.
This special offer is valid until [DATE]. [CTA: Claim your special offer here →]
Best, [YOUR NAME]
This email uses principles of exclusivity and urgency. By framing the offer as 'special' and 'just for you,' it increases its perceived value and makes the client feel valued. The clear deadline creates a sense of scarcity, encouraging prompt action. The direct call to action makes the next step clear and easy.
The Final
Last chance before you move on
Hi [First Name],
This is my final message regarding the special invitation I extended last week. I wanted to make sure you had every opportunity to reconnect and take advantage of [SPECIFIC OFFER MENTIONED IN PREVIOUS EMAIL].
I understand that timing is everything, and now might not be the right moment. But I also know how quickly opportunities can pass us by, especially refining our sales approach and investing in growth.
My door is always open for past clients seeking guidance on their next big sales challenge. However, this specific offer will expire on [DATE].
If you've been on the fence, this is your last chance to secure [BENEFIT OF OFFER]. Otherwise, I'll assume you're all set for now, and I'll continue to share general insights and updates. [CTA: One last look at the offer →]
Best, [YOUR NAME]
This email employs loss aversion and creates a clear boundary. By stating it's the 'final check-in' and emphasizing the expiring offer, it frames inaction as a loss of a valuable opportunity. It respects the client's decision while providing a last, gentle nudge, making it clear that future communication will be less direct about this specific opportunity.
4 Win-back Sequence Mistakes Sales Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only focusing on acquiring new clients and neglecting past relationships. | Implementing a structured re-engagement strategy to reactivate dormant clients, recognizing their high lifetime value. |
✕ Failing to document and celebrate client successes post-engagement. | Creating a 'client success library' to track specific wins and outcomes, making it easy to reference in future communications. |
✕ Assuming past clients will remember all the value they received without prompts. | Regularly reminding past clients of their specific achievements and the role your coaching played in those breakthroughs. |
✕ Sending generic, one-off emails to past clients without a clear purpose or sequence. | Developing a multi-touchpoint win-back sequence with specific goals for each email, building anticipation and value over time. |
Win-back Sequence Timing Guide for Sales 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 Sales Coach Specialty
Adapt these templates for your specific industry.
B2B Sales Coaches
- Emphasize how your updated solutions can help them handle longer sales cycles and larger deal sizes.
- Highlight new strategies for building multi-stakeholder consensus within complex organizations.
- Focus on how to maintain consistent revenue growth even with economic shifts.
Closing Coaches
- Share advanced objection handling techniques or frameworks developed since their last engagement.
- Discuss strategies for shortening the sales cycle and increasing close rates in competitive markets.
- Address new tactics for creating urgency and commitment without being pushy.
Prospecting Coaches
- Mention updated strategies for identifying and engaging high-value leads in an evolving digital .
- Highlight new approaches to crafting compelling outreach messages that cut through the noise.
- Focus on building a predictable pipeline that consistently feeds their sales efforts.
Negotiation Coaches
- Emphasize evolving market conditions and how new negotiation frameworks can secure better terms and higher value.
- Discuss tactics for handling power dynamics in high-stakes deals more effectively.
- Share insights on how to achieve win-win outcomes that strengthen long-term client relationships.
Ready to Save Hours?
You now have everything: 4 complete email templates, the psychology behind each one, when to send them, common mistakes to avoid, and how to customize for your niche. Writing this from scratch would take you 4-6 hours. Or...
Get Your Sales Coaches Emails Written In Under 5 Minutes.
You've got the blueprints. Now get them built. Answer a few questions about your sales coaches offer and get all 7 emails written for you. Your voice. Your offer. Ready to send.
Stop guessing what to write. These are the emails that sell sales coaches offers.
One-time payment. No subscription. Credits valid 12 months.