Downsell Sequence for Speakers Email Guide
Why Downsell Sequence Emails Fail for Speakers (And How to Fix Them)
You just delivered a captivating presentation, the audience was buzzing, but the client hesitated on your premium package. Many speakers find that even after a powerful performance, securing a larger, long-term commitment can be a challenge for some clients.
It's not always about value, but about immediate readiness or budget constraints. This isn't a lost opportunity.
It's an invitation to offer a stepping stone. A well-crafted downsell sequence provides an accessible entry point, keeping them engaged with your expertise and building trust for future, larger engagements.
The emails below are designed to gently guide those who initially declined your full service towards a valuable alternative, ensuring no potential client falls through the cracks.
The Complete 3-Email Downsell Sequence for Speakers
As a speaker, 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],
After our discussion about [MAIN SERVICE], I understand that a full-scale engagement might not be the right fit for your needs right now. Taking on a comprehensive program or a long-term partnership is a significant decision, and it’s important to find the perfect timing and alignment. My goal is always to provide the most effective solutions, and sometimes that means starting with something more focused. I still believe in your potential to [ACHIEVE DESIRED OUTCOME related to speaking], and I want to make sure you have a clear path forward.
Best, [YOUR NAME]
This email validates their decision, reducing buyer's remorse or feeling pressured. By acknowledging their 'no' with empathy, you maintain rapport and position yourself as a trusted advisor, not just a salesperson. This opens the door for a different kind of conversation.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
While [MAIN SERVICE] is designed for [BROAD OUTCOME], I know that sometimes you just need a targeted solution for an immediate challenge. That's why I created [PRODUCT NAME].
It's a focused program specifically designed to help speakers like you [SPECIFIC, SMALLER OUTCOME OF DOWNSELL]. Think of it as your essential toolkit for [COMMON SPEAKER PAIN POINT].
It gives you the foundational strategies and practical steps to start seeing improvements without the larger commitment. This is a perfect starting point to experience my approach and get tangible results quickly.
It addresses [SPECIFIC CHALLENGE] directly.
Best, [YOUR NAME]
This email reframes the 'problem'. Instead of pushing the original offer, it introduces an alternative that addresses a more immediate, smaller pain point. It uses contrast to make the downsell seem more accessible and highlights its specific, quick-win benefits, reducing perceived risk.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
Just a quick reminder: the doors to [PRODUCT NAME] are closing soon, on [DATE]. If you've been considering getting the tools to [REITERATE SMALLER OUTCOME], this is your final opportunity to enroll at this price point.
This isn't just another program; it's a direct path to [CORE BENEFIT OF DOWNSELL]. Speakers who have gone through it tell me it's been a big win for [SPECIFIC RESULT].
Don't let this chance pass you by if you're serious about [DESIRED IMPROVEMENT]. This will be your last reminder before enrollment closes.
Best, [YOUR NAME]
This email employs the principle of scarcity and urgency, a powerful psychological trigger. By setting a clear deadline, it creates a 'fear of missing out' (FOMO) and prompts immediate action. Reaffirming the core benefit reinforces the value of the offer.
4 Downsell Sequence Mistakes Speakers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Not having a clear follow-up sequence after a speaking engagement. | Implement a multi-step email sequence that continues to provide value and offers a clear next step, whether it's a downsell or another engagement. |
✕ Assuming a 'no' to the main offer means 'no' to everything. | Always have a relevant, lower-barrier downsell offer ready that solves a specific problem and serves as an entry point to your ecosystem. |
✕ Overloading initial follow-up with too much information or too many options. | Keep initial follow-ups concise, focusing on one clear call to action or one specific value proposition at a time. |
✕ Failing to personalize the follow-up based on client interaction. | Use notes from conversations to tailor your downsell offer and messaging, demonstrating you understand their specific challenges. |
Downsell Sequence Timing Guide for Speakers
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 Speaker Specialty
Adapt these templates for your specific industry.
Keynote Speakers
- Offer a 'Keynote Content Deep Dive' mini-course as a downsell for those not ready for full coaching.
- Create a follow-up email that provides a curated resource list related to your keynote topic.
- Suggest a 'Speaker Brand Blueprint' session for those who want to refine their personal brand post-event.
Workshop Speakers
- Downsell a 'Workshop Facilitator's Toolkit' with templates and exercises for participants to use themselves.
- Offer a single-session 'Implementation Strategy Call' to help attendees apply one specific workshop concept.
- Create a private community access as a downsell, offering ongoing support and Q&A.
Corporate Speakers
- Position a downsell as a 'Leadership Communication Guide' or a 'Team Engagement Playbook' for specific company challenges.
- Offer a short, recorded 'Micro-Training Module' on a sub-topic from your main corporate training.
- Suggest a follow-up 'Executive Q&A Session' as a more accessible engagement after a larger corporate event.
Motivational Speakers
- Downsell a 'Daily Motivation & Mindset Journal' or a 'Goal-Setting Accelerator' digital product.
- Offer a short, effective 'Personal Breakthrough Session' as a taste of your coaching style.
- Create a subscription to exclusive inspirational content or a weekly 'Success Mindset' newsletter.
Ready to Save Hours?
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