This Email Sequence Might Devalue Your Product

Picture this: You & an acquaintance agree to meet for lunch.

You have a meal. You chitchat. You say goodbye.

You also say "Let's do this again."

A week later, you try calling/messaging this person for another hangout.

No response.

You try once. Twice. Three times.

Nothing.

To lure this friend out of oblivion, you try one last ditch effort and message:

"OK. How about I pay for lunch next time?"

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What's wrong with this plan of action?

Well, it immaturely assumes that your friend didn't want to spend the money.

Sadly, that theory has no basis as there could be many other factors at play.

Yet, this is how most sales email sequences are laid out.

Send follow up 1,2,3.

No response?

Blindly end it with a discount offer.

First, it sets a wrong precedent:

Ignoring you long enough will earn prospects a discount.

Second, you haven't tackled the root cause which could be timing, priority, product understanding, decision maker buy-in etc.

Without that knowledge, a discount offer is pretty much a dart in the dark.

In some cases, it might poke an eye by lowering the value of your service in the mind of the prospect.