Cross-sell Sequence for Speakers Email Guide
Why Cross-sell Sequence Emails Fail for Speakers (And How to Fix Them)
You just delivered a standing ovation keynote, the audience is buzzing, and the event organizer is thrilled. But as you pack up, a familiar question whispers: was that it?
Many speakers find themselves in this exact position, leaving incredible value on the table. You've built immense trust and proven your expertise, yet often the conversation ends with the applause.
That's not a success problem, it's a sequence opportunity. A structured cross-sell sequence allows you to extend your impact, deepen client relationships, and create predictable revenue streams by offering additional solutions your clients already need.
The templates below are designed to help you nurture those post-event connections, identify unspoken needs, and present your complementary services as the natural next step, turning one-off gigs into long-term partnerships.
The Complete 4-Email Cross-sell Sequence for Speakers
As a speaker, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Success Check-in
Celebrate their recent win and deepen the relationship
Hi [First Name],
It was fantastic being with you and your team at [EVENT NAME] last [DAY OF WEEK]. The energy in the room was palpable, and I've already heard some incredible feedback about how [SPECIFIC TOPIC] resonated with everyone.
I particularly enjoyed [SPECIFIC POSITIVE INTERACTION OR OBSERVATION]. It's clear your audience is hungry for insights on [BROADER TOPIC].
I'm confident the ideas we shared will spark some powerful conversations and actions within your organization. Just wanted to send a quick note to say thank you again for the opportunity and to celebrate the success of the event.
Best, [YOUR NAME]
This email uses the principle of 'peak-end rule' by focusing on the positive recent experience. It reinforces your value and builds goodwill without asking for anything, setting a positive emotional foundation for future communication and deepening the client relationship.
The Gap Reveal
Identify a related challenge they might be facing
Hi [First Name],
Following up on our fantastic session at [EVENT NAME], I've been reflecting on how often organizations face a similar challenge after an inspiring talk. There's a surge of motivation and great ideas, but then the day-to-day demands kick in.
Translating that initial excitement into sustained action and measurable change can be tricky, even for the most engaged teams. Many leaders tell me it's about finding practical ways to embed new habits or continue the conversation long after the speaker has left the stage.
It's about turning inspiration into lasting transformation. I've seen this pattern unfold many times, and it's a completely natural hurdle.
Best, [YOUR NAME]
This email uses 'problem awareness' psychology. By articulating a common, unspoken challenge related to their recent experience, you position yourself as someone who deeply understands their world. This creates empathy and an opening for a solution, without yet offering one.
The Solution Bridge
Introduce your complementary service as the natural next step
Hi [First Name],
Building on our last conversation about sustaining momentum, I wanted to share how some of my other clients have successfully navigated that post-event integration challenge. They found that a follow-up [TYPE OF SERVICE, e.g., workshop series, executive coaching, custom consultation] was incredibly effective.
It provides a structured way to reinforce key concepts, address specific team obstacles, and ensure accountability for implementing new strategies. For example, we could design a [SPECIFIC PROGRAM NAME, e.g., "Leadership Activation Program"] that directly applies the principles of [TOPIC FROM KEYNOTE] to your team's unique projects, ensuring those insights translate into tangible results.
This isn't just another talk; it's about embedding lasting change and helping your team to truly own the transformation we started.
Best, [YOUR NAME]
This email employs the 'solution-oriented framing' technique. It directly connects the previously identified problem to your specific offering, presenting it as a logical and beneficial next step. It shifts from problem to possibility, focusing on the client's desired outcome and positioning your service as the bridge.
The Easy Yes
Make it simple to say yes with a clear next action
Hi [First Name],
If extending the impact of our last session sounds like something that could benefit your team, I'd love to explore what that might look like for you. There's no pressure at all.
A brief [LENGTH, e.g., 15-minute] virtual chat would be enough to understand your specific needs and see if a custom [TYPE OF SERVICE] aligns with your goals. We could discuss how to tailor a program that fits your team's schedule and objectives perfectly, ensuring maximum return on your investment of time and energy.
Simply reply to this email or click here to find a time that works best for you: [LINK TO SCHEDULING TOOL]
Best, [YOUR NAME]
This email utilizes the 'low-friction conversion' strategy. By offering a small, low-commitment next step (a quick chat) instead of a direct sale, it reduces perceived risk and makes it easier for the client to say 'yes.' The focus is on exploration and customization, not obligation.
4 Cross-sell Sequence Mistakes Speakers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Ending the client relationship after the applause dies down, missing opportunities for deeper engagement. | Implement a post-event follow-up sequence that celebrates success and opens the door for continued partnership. |
✕ Assuming clients know the full range of your services, leading to missed cross-sell opportunities. | Proactively educate clients on your complementary solutions when their need is most relevant. |
✕ Waiting too long to propose additional value, allowing the initial impact to fade. | Introduce follow-up services while the inspiration and momentum from your speaking engagement are still fresh. |
✕ Making the next step to explore additional services feel like a high-pressure sales pitch. | Offer a low-commitment, discovery-focused next step, like a brief conversation to explore their specific needs. |
Cross-sell Sequence Timing Guide for Speakers
When you send matters as much as what you send.
The Success Check-in
Celebrate their recent win and deepen the relationship
The Gap Reveal
Identify a related challenge they might be facing
The Solution Bridge
Introduce your complementary service as the natural next step
The Easy Yes
Make it simple to say yes with a clear next action
Send after a successful project completion or milestone achievement.
Customize Cross-sell Sequence for Your Speaker Specialty
Adapt these templates for your specific industry.
Keynote Speakers
- Offer a 'deep dive' workshop or executive briefing for leadership teams to build on keynote themes.
- Suggest a series of virtual Q&A sessions to answer audience questions and reinforce key takeaways.
- Provide a custom 'action plan' template that integrates your keynote principles into their strategic planning.
Workshop Speakers
- Propose a 'train-the-trainer' program to help internal facilitators to continue the learning.
- Offer individual coaching sessions to participants who want personalized guidance on applying workshop skills.
- Develop a custom online resource library or portal for ongoing access to tools and exercises.
Corporate Speakers
- Suggest a long-term consulting engagement to help embed cultural changes discussed in your talk.
- Offer a series of follow-up sessions for different departments to tailor content to their specific challenges.
- Propose a diagnostic assessment or survey to measure the impact of your message and identify further needs.
Motivational Speakers
- Create a subscription-based 'Daily Dose of Motivation' program with short videos or audio clips.
- Offer personalized accountability coaching to help individuals achieve their goals post-event.
- Develop a companion journal or workbook that guides participants through self-reflection and action planning.
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