Closed Lost Deals

Hey salespeople,

Today’s newsletter is about one of the most underrated pipeline levers in sales.

Closed lost deals.

If you want fast wins, this should be your number one focus.

Why.

1. They already showed interest.

2. You already ran discovery.

3. They already know your product.

4. You already know why the deal stalled or fell apart.

That makes closed lost the lowest friction way to generate new pipeline and get momentum back.

The mistake most AEs make is either never following up. Or sending a generic “checking back in” email that goes nowhere.

Instead, you want to be intentional and leverage what you already learned.

In this week’s newsletter I’m sharing a single framework you can use for every closed lost email.

And then I’ll share three ready to send examples you can steal.

Let’s get into it!

The Closed Lost Framework

Use this structure every time.

1. Context
   Reference the last conversation or decision point. Show you remember them and the deal.

2. Original Goal or Priority
   Call out what they cared about back then. This instantly makes the email relevant.

3. Change or New Angle
   Something has changed. Time has passed. The team has grown. Priorities may have shifted. Or you have a simpler way to solve the same problem.

4. Value Reminder
   A short refresher on how you help. One to two sentences max.

5. Soft CTA
   Low pressure. Curious. Easy to say yes to.

Master Closed Lost Email Template

Subject. [original priority]

Hi [Name],

Last time we spoke, [original priority or problem] was top of mind for you and the team.

At the time, [brief reason deal stalled or decision was made]. Totally understand how timing and priorities can shift.

I wanted to reach out because many teams revisit this once [trigger like team growth, new planning cycle, new budget, new quarter].

Quick refresher. We help [role] [primary outcome] so they can [secondary outcome].

Curious if this is back on your radar. Would love to see if it makes sense to reconnect.

Sincerely,

Mike.

Example 1. Priority Check In

Subject. SKO planning

Hey Jill,

Last time we spoke, planning SKO was a top priority. Especially making sure the team had a great experience while staying under budget.

At the time, you were managing everything manually and timing was tight.

Since then, I’ve seen a lot of sales leaders revisit this once their team grows or planning cycles reset.

Quick refresher. We help sales leaders plan locations, accommodations, and events in minutes by simply entering team size and budget.

Curious if this is something you’re thinking about again. Open to a quick chat?

Sincerely,

Mike.

Example 2. Problem Led

Subject. SKO planning

Hey Jill,

You mentioned previously that SKO planning in spreadsheets was painful. Especially tracking changes and keeping costs accurate.

That challenge usually compounds as teams grow or plans change last minute.

We help sales leaders centralize planning so they can compare options, stay on budget, and move fast.

Would it make sense to reconnect and see if this is still a priority?

Sincerely,

Mike.

Example 3. Goal Oriented

Subject. Team planning

Hey Jill,

When we last connected, your goal was to give the team a great experience without worrying about budget surprises.

That’s exactly what we help with. Sales leaders use our platform to compare locations and plan everything in a few clicks with full cost visibility upfront.

Curious if you’re still thinking about this for an upcoming planning cycle. Happy to walk through it again if helpful.

Sincerely,

Mike.

How to Use This in Your Day to Day

1. Block 30 minutes each week.

2. Pull your closed lost deals from the last 6 to 12 months.

3. Send 10 to 20 of these emails.

You’ll be shocked how many replies you get.

Closed lost deals are not dead deals. They are paused conversations.

And the best AEs know how to restart them.

See you in the next newsletter,

Mike G

PS if you haven’t already…

Check out The Best Sales Course: 250+ pages of my best tips, strategies, and resources for outbound prospecting and winning deals.