client visit invite

How to Plan the Perfect Customer Visit [+ Agenda Template]

Published: August 02, 2021

Now that the world is opening back up, it’s time to get out there and meet your customers face-to-face. For many newer customers, this might be their first time getting to spend time with you — especially as conferences have moved online.

Creating that connection is invaluable. But before you book that plane ticket, it’s essential to create a plan. Planning the perfect customer visit will ensure that you meet your goals and that your customer meeting will be successful. Here’s a look at how you get there.

Why plan a customer visit?

Jason Lemkin, the founder of SaaStr and EchoSign, has said “ I never lost a customer I actually visited. ” That’s a bold statement — one that's worth taking note of. But why? What is it about customer visits that has such a big impact on customer loyalty?

First of all, you get to make a stronger impression with your customers. No matter what you sell, you aren’t just selling a product — you’re also selling the people behind it.

Your vision, your passion, your knowledge are all play into the perceived value of your product or service. All of these elements come across more strongly when you visit in person. A Zoom call just isn’t enough time to go deep.

Secondly, you get to see how your customers are using your product in person. Are they constantly printing out reports to pin up on a wall? Are you seeing teams walk across the sales floor to point out something on a screen? What kind of working environment and equipment do they have? What other types of software are they using?

Everything happening behind the scenes paints a much clearer picture of who your customers are. And when it comes time to renew or jump on that next customer success call, you’ll have a lot more knowledge ready to draw on.

Finally, meeting your customers in person is a huge motivational boost! When you’re behind a screen for so long, it can start to feel like what you do doesn’t matter — or that you’re not making any real connections. But a visit to a customer’s office can change all that, and really light up your idea of “why” you do this at all.

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5 Potential Goals of Your Customer Visit

Going into a customer visit with goals in mind will help you get the most out of your time there. Here are five goals to consider when planning a customer visit:

1. Understanding Their Business Goals

If you’re visiting a client, you’re likely hoping for a long term relationship. Understanding what their future goals are can help align your product with their needs. These in-depth conversations would rarely come up over a quick phone call.

2. Gathering Feedback

Customer visits provide a unique opportunity to gather honest and in-the-moment insight into what your customers need and want. When you sit next to someone who uses your product in their daily work, there’s a lot more space to have this feedback arise. And documenting it for future sales opportunities and your product team is one of the more productive actions you can take during a customer visit.

3. Referrals

In-person visits are a great time to ask for and give referrals. Ask, “Are there any other companies that you work with that you could see our product being helpful for?” Alternatively, if a pain point is mentioned by the client and you know the perfect company to help solve it, don’t be afraid to build that connection. It’s just another way you can bring value to your customers.

4. Uncovering Opportunities for Cross-Selling or Upselling

While your primary objective shouldn’t be pitching your offering at every opportunity, you might uncover a problem that your product or service can help solve. Noting these potential value-adds can make for more effective, thoughtfully targeted upsell and cross-sell conversations.

5. Testimonials and Case Studies

Customer visits can be a unique source of sales content, including pictures for case studies, video testimonials, and strong evidence-based customer stories. If you plan on making this one of your primary goals, consider asking your client to set the stage for these kinds of materials before you visit so you already know who you’ll be speaking to, before coming onsite.

How to Plan an Onsite Customer Meeting

By putting more effort in before you go, you’ll have a much better chance of achieving your goals and impressing your clients. Here are some key actions to consider when planning your customer meeting.

Thoroughly prepare before the visit.

Before you arrive, make sure you’re up to date on the state of the customer's account. Who are they usually talking to at your company? What customer service tickets have they raised lately? Are there outstanding issues that need to be addressed? These will come up during your visit.

Secondly, understand the current ecosystem your customer is working within. Is your customer in the news? What’s happening in their industry? What threats and opportunities are arising in their business? Being prepared and knowledgeable about their inner workings will make a better impression than coming in blind.

Decide who you’re meeting with.

Start by setting up a meeting with relevant company leadership. That could be the CEO, the founders, or the VP of the functional team you're working with — depending on the company's scale. Bear in mind, while this contact might be the "reason" for your visit, they're probably not who you'll be spending the most time with.

Once you have a meeting scheduled with the company's leadership, plan the rest of your day around meeting with the team leaders and employees using your product — as well as any teams that are open to signing up or expanding the current seat count or contract scope.

Make dinner reservations for you and your clients.

Traditionally, a customer visit includes taking your client out for a nice dinner as a token of appreciation. It also offers a chance for you to get to know each other outside of the limits of the work environment and form stronger relationships.

That being said, this is not a social visit. Keep your goals in mind — even outside of work hours. If you’re familiar with the restaurants in the area, choose a place that has options for every diet and has a good atmosphere for conversations. If you’re not familiar with the available options, ask the client where they’d recommend.

Complete the wrap-up report.

After the visit is over, you still have work to do. Create a wrap-up report for your internal teams back at the office. It should cover key elements of the visit like any confidentiality agreements put in place and who at your company you can share contact information or sales figures with.

Identify any action items that came up during the visit. Include any positive highlights during the meeting as well as any risks or opportunities that arose. Create a copy of the report for your client as well, to show that you were listening to their concerns and that you’re going to follow up with them.

Customer Visit Agenda Template

Use this sample agenda to plan your own customer visit.

10 am: Welcome/Office Tour (30 minutes, w/ Stacy, Raul)

• Get settled, set up a desk or boardroom for the day

11 am: Executive Meeting (1 hour, w/ Stacy, Thomas, Ankit, Shireen)

• Overview of status, product usage, any updates
• Add any bullet points you need to cover here
• Upcoming changes or challenges for the business
• New Opportunities
• Areas of concern

12pm: Lunch

1pm: User Meetings (4 hours, rotating through Marketing teams)

• Overview of new features
• Gather feedback from users
• Sit with teams to review workflow

5pm: Wrap Up meeting (30 minutes)

• Process or configuration change recommendations
• General questions and answers
• Items to be addressed as part of maintenance
• Enhancement opportunities

6:30pm: Dinner at Restaurant

Internal Notes

• At the bottom of your agenda, include internal notes that are meant to be shared with your team only.

Plan for success

It’s time to get back out there and meet your clients face-to-face. By planning your customer visit ahead of time, you’re sure to achieve your goals and come out with a stronger understanding of what your clients need.

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The Art of the Customer Visit: How to Plan One + Why You Should

When was the last time you visited a customer? Customer visits might seem extravagant and unnecessary on the surface.

Why not just get on a phone call or Zoom meeting? Or follow up with them via email? You could just send them a survey, or even dig into your product analytics to surface insights.

That said, if I’m talking to another entrepreneur and say something like, "It's super crucial you physically visit your customers", they all look at me as if I just said the most obvious thing in the universe.

Visiting customers is like working out or eating healthy: everybody knows they should do it, but very few people actually do.

And we’re not excluding ourselves here: We launched Close in January of 2013, but our first customer visit was more than a year later!

Some businesses put off visiting customers because it takes time, and it’s easy to push down on your long to-do list. Or, it may seem more urgent to focus on getting new customers to sign on, rather than visiting existing customers.

If this sounds like you, let’s discuss the benefits of visiting your customers, and how you can set up successful customer visits.

What Are the Benefits of Visiting Your Customers in Person?

It’s true: COVID has permanently altered the way B2B sales works. Studies by McKinsey show that companies have reduced their in-person efforts as a go-to-market strategy by more than 50 percent since the pandemic started.

That said, a decent number of B2B buyers still prefer in-person contact during the customer journey.

And this is exactly where the opportunity lies—fewer companies are vying for your customer’s attention in person. This opens the playing field for your company to perform more customer visits.

And trust me—it’s worth the effort. Here's a quick rundown of the value we got from our first customer visits.

Motivate Your Team to Serve Customers Better

Seeing real people use your product is incredibly inspiring. It energizes you. It recharges your batteries. It gives you a visceral sense of how your work actually impacts the life of your users, rather than just an intellectual understanding. It's like pouring gasoline on the fire that fuels your engine.

Everybody on your team—from the CEO to the intern—should visit a customer, for this reason alone.

It is different from hearing customers tell you how much they love your product or how great they think it is. You just have to experience customer satisfaction happening in real-time. You need to see real human beings depending on what you built. You need to witness how your product helps them to operate better, to be better at what they are doing.

The impact you make on other people's lives is a much stronger driver than any number on a spreadsheet can ever be. Do not underestimate how much this affects you. It's powerful.

Build Better Customer Relationships

Meeting someone in person adds another dimension to your relationship with your customer. You can do a lot of relationship-building via email, chat, phone, and Zoom, but nothing has the same effect as meeting someone in person. It creates a human bond between the two of you.

Jason Lemkin of SaaStr says he never lost a customer whom he had personally visited while he was CEO of EchoSign. Spending time with your customers transforms a transactional relationship into a partnership. It builds empathy on both sides, which ultimately leads to better business.

In-person customer visits are one of the best ways to build customer intimacy . It deepens the commitment on both sides. If one of the people we met needs help one day, we'll be more eager to support them. And I'm pretty sure they'll be more forgiving if there's ever an issue with Close and be more loyal to our product.

Get In-depth Product Feedback on the Customer Experience

Your customers are more than the sum of all their clicks on your product. Yes, you might be monitoring product usage and reading all the feedback people send you via email or even tell you on the phone, but you're missing a lot of crucial context if you can't see your customers using your product within their work environment.

• How exactly are they using your product?
• What's happening around them?
• What else is on their screen?
• What's competing for their attention?
• What's their workspace like?

When you visit your customers, you get to see the environment in which they use your software. You experience your product embedded into a user's workday and get a sense of the entire puzzle, rather than just a single piece of it.

And it's little things, like...

• What kind of headsets /chairs/desks are they using?
• What other software/apps are they using during their day?
• Which little hacks did they come up with to make them more productive and efficient?
• What makes them smile, and what makes them frown when interacting with your web or mobile app ?

It just gives you a better picture of what's working and what's not.

Here’s a real example: during one customer visit, we saw that the customer was using a TV to display our reporting in Close . But at the time, our reporting page wasn’t optimized for full-screen display—it looked crappy.

I remembered that one of our engineers had worked on a quick fix that would make this look better, but we had never released it. I sent a message to the team, and within an hour, this feature was released by our VP of Engineering, Phil Freo . It looked fantastic, and our customers loved it.

While visiting customers, you can gather more in-depth feedback about how they’re using your product and where they would like to see improvements in the customer experience. Product managers can then use this information to build out improvements.

Find Opportunities to Upsell

Years ago, during one customer visit, we found the customer was on a basic plan that didn’t include a specific feature. Instead, they were using a third-party provider to get this feature for their sales team.

Talking with the founder, we faced some resistance to upgrading their plan. But we gained an internal champion during that customer visit by chatting with the sales team manager. We gave him everything he needed to make the transition happen, and they soon upgraded their plan to start using this feature again.

Visiting customers in Germany in 2015

This is the power of in-person visits—not only did the extra revenue help us, but by upgrading their plan, the customer’s success with our product was significantly increased.

Create New Case Studies and Customer Stories

Using case studies and real-life examples of how your customers use your product is an excellent digital marketing strategy and one that will help build trust in your brand.

When planning customer visits, think about the customers you may want to interview for video testimonials or case studies on your website. Having these real customer stories also helps build better marketing alignment with your ideal customers and their needs.

All of these are examples of the kinds of benefits you can get from visiting your customers. You can't predict which benefits precisely you'll get—but you will always get value from a customer visit!

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How to Plan a Client Visit That Boosts Customer Loyalty in 7 Steps

By now, you should be sufficiently motivated to actually visit your customers. But what do you say and do? How do you get the most value out of these visits? How do you prepare for them? How do you wrap them up? How do you get started when you visit their office?

1. Identify Which Customers to Visit

Whether you have 10 customers or 10,000, it’s probably not feasible to visit everyone. So, which customers should you visit?

To start, make a list of the customers who already have a good rapport with you—your partners, advocates, and overall best customers.

Next, include customers who are using your product or purchasing from you on a regular basis. Learning about how they use your products and services, or why they keep coming back to you, will be great for your team.

Finally, make sure to include the customers who consistently give you critical feedback. These customers are already pushing your team to do better, and they will likely have super valuable insights to share with you when you visit in person.

2. Decide Who You’re Meeting With

Once you know which companies you’ll visit, decide which individuals inside the company you’ll need to meet with.

First of all, you set up a meeting with the founders or CEO. That's the person you'll be officially meeting. But it's not necessarily the person you'll spend most of the time with.

For SaaS companies, focus on the person managing the team that's using your product, as well as the end-users. If you’re a service-based business, talk to the people who are mainly affected by using your services.

The Close team visiting customers in Ottawa, Canada, 2014

3. Spend Time Getting to Know the Business Beforehand

Just like when prospecting, spend time doing research before the meeting—whether that’s on social media sites like LinkedIn, on the company’s website, or in B2B databases like Crunchbase.

When you walk into that client visit, you should know exactly who you’re talking to, what kind of business they are, which customers they serve, and how your product or service fits into that workflow.

4. Prepare and Share an Agenda

Having a clear agenda for your customer visit is essential to get the most out of the time you spend with your customers.

Start by setting out the agenda for your main meetings with the C-suite and with the managers of the teams that use your product. Set up talking points: such as updates to your product pricing, or upcoming feature launches in your product. Also, leave room in the agenda for their team to add any questions or comments. Leave a clear space for them to give you feedback.

Once your customer visit agenda is prepared, share it with their team. Let them have editing access so they can include their ideas. Make sure that expectations between you and your customer are aligned before you start asking them a lot of questions. Create a setting that encourages them to discuss and share their concerns openly.

Also, make sure to discuss confidentiality. If you plan to report back to your team after your customer visit, explicitly ask them if they're fine with you sharing their business processes, revenue numbers, etc, with your team. (If not, that's fine too—you can still share the learnings, without actual specifics, with your team.)

That way, both teams will be ready to get started when the day comes.

5. Learn About the Customer Experience in Real Time

So, the day of your customer visit has finally arrived! Start by talking in general, broad terms about their business and your business. Then, progress to more specific topics and product use cases.

Be both a student and a mentor. Learn as much as you can about your customers, and look for opportunities to help them. Learn about their workflows, and your product fits into those workflows.

Here are some questions you might ask during a client visit:

• How often do you use our product?
• Which team members use our product the most? How often do they use it?
• Are there secondary users that only use our product occasionally? If so, for what? How often?
• What are your business goals?
• How do you implement our product in your daily workflow?
• What bugs have you encountered?
• What features are you missing within our product?
• What do you like most about our product?
• What do you hate about our product? Which limitations do you find particularly frustrating?
• Which metrics does your team track within our product? (Or which KPIs does our product impact for your team?)
• If our product ceased to exist tomorrow, what alternatives would you consider to replace us?
• Are there any trends or changes in the industry that could affect the way you use our product in the future?

These questions and others like them will give you a clearer picture of how your customers use your product, and how it impacts their business.

The Close team doing a customer visit

6. Ask for and Give Referrals

Visiting customers is a great opportunity to get referrals . And to refer them to others as well. Don't just limit referrals to potential customers—any reason to put them in touch with other people is fair game, as long as you can see potential value for both parties.

Sometimes we see companies serving the same audience with complementary services—that's potential for a co-marketing initiative. If you introduce two happy customers to each other, and they collaborate together, and both get a ton of value out of it, you generate a lot of goodwill, and oftentimes very vocal brand advocates.

If you have a partner program set up, try to see if the customer you’re visiting would be a good candidate for that program, and help them understand how it works and the benefits they could get.

7. Create a Customer Visit Report for Your Team

If you do conduct a customer visit, make sure to document your learnings and take note of memorable moments. Then, you can share these insights with your team.

It's important that all the insights you gain during a customer visit actually become organizational knowledge—otherwise, your customer visits are basically useless.

So, set up a structured customer visit report that your team can peruse and learn from, both now and in the future. Inside this document, note specific items that will be of interest to the different teams in your company—for example, product feedback that your product managers may want to look at, customer journey insights that the marketing team should keep in mind, or product knowledge gaps that the customer success team may need to address.

To make sure everyone in the company benefits from customer visits, we try to share some pictures or highlights from our customer visits in Slack, and then during our weekly team meeting, a team member might give a quick 2-minute summary of their customer visit.

How Often Should You Plan Customer Visits?

There's no one-size-fits-all formula. It depends on your startup, but in general: you should meet them more often than you're meeting them now.

Jason Lemkin recommends every co-founder, CEO, and Customer Success Manager should meet on-site with five customers a month.

Being able to see the environment in which your customers use your product, the atmosphere at their workplace, and talking with the people who use your product daily is always an insightful experience.

Customer visits have been a crucial market research method for traditional businesses for many decades—but they're even more crucial for startups and SMBs . Your most powerful asset when you're in a market with established, large companies is your ability to understand your customers better and focus on their needs better than a large corporation can.

Michael Seibel, Managing Director at Y Combinator, said : "If you look around the startup ecosystem, you can find too many founders who believe that famous investors + lots of employees = winning. I bet most of our VC-backed competitors feel this way, and you can use this to defeat them (they aren't talking to customers nearly enough).”

Want more insights on talking to your customers? Get my book and learn more about building customer intimacy.

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Client Visit Meeting Agenda Template

• Great for beginners
• Ready-to-use, fully customizable Doc
• Get started in seconds

When it comes to client visits, preparation is key. To make sure you're on the same page and make the most out of every meeting, having a structured agenda is essential. That's where ClickUp's Client Visit Meeting Agenda Template comes in!

This template helps sales teams like yours plan and execute successful client visits by:

• Providing a clear and organized outline of the topics to be covered
• Allocating dedicated time for each agenda item to ensure efficient use of everyone's time
• Facilitating effective communication with clients to achieve your sales objectives

Whether you're meeting a potential client for the first time or catching up with a long-term customer, this template will help you stay organized and make the most out of your client visits. Start using it today and see the difference it makes!

Benefits of Client Visit Meeting Agenda Template

When using the Client Visit Meeting Agenda Template, you can:

• Maintain a structured and organized discussion with clients, ensuring all important topics are covered
• Allocate specific time for each agenda item, preventing discussions from going off track and ensuring a productive meeting
• Provide a clear and professional overview of the meeting topics, setting expectations for both the sales team and the client
• Improve communication with clients, leading to a better understanding of their needs and increased chances of meeting sales objectives

Main Elements of Client Visit Meeting Agenda Template

ClickUp's Client Visit Meeting Agenda template is the perfect tool to plan and execute successful client meetings. Here are the main elements of this template:

• Document Structure: Use ClickUp's Doc template to create a well-structured meeting agenda that includes sections for objectives, discussion points, action items, and follow-up tasks.
• Custom Fields: Customize the template with relevant custom fields such as client name, meeting date, meeting location, and attendee list to ensure all necessary information is captured and easily accessible.
• Collaborative Editing: Collaborate with your team in real-time by using ClickUp's Docs feature, allowing multiple team members to contribute, edit, and make comments simultaneously.
• Task Management: Convert agenda items into actionable tasks directly within the document, assign tasks to team members, set due dates, and track progress to ensure follow-up actions are completed.
• Different Views: Utilize different views such as the Board view to visually track the progress of agenda items, the Table view to get a comprehensive overview of all meeting details, and the Calendar view to schedule and manage upcoming client meetings.

How to Use Meeting Agenda for Client Visit

When preparing for a client visit meeting, it’s important to have a well-structured agenda to ensure that all necessary topics are covered. Here are four steps to follow when using the Client Visit Meeting Agenda Template:

1. Determine meeting objectives

Start by identifying the main objectives of the client visit meeting. What specific goals do you hope to achieve? Whether it’s discussing project updates, addressing any concerns, or exploring new opportunities, clearly defining the meeting objectives will help guide the conversation and keep everyone focused.

Use the Goals feature in ClickUp to outline the objectives for the client visit meeting.

2. Outline the agenda

Once you have established the meeting objectives, create an agenda that outlines the topics to be discussed during the client visit. Start with a warm welcome and introduction, followed by sections for each topic or discussion point. Be sure to allocate enough time for each item to avoid rushing through important discussions.

Use the Board view in ClickUp to create cards for each agenda item and easily rearrange them as needed.

3. Assign responsibilities

To ensure a smooth and productive meeting, assign responsibilities to team members or stakeholders for each agenda item. This will help ensure that everyone is prepared and accountable for their designated topics. Assigning responsibilities also allows for more efficient time management during the meeting.

Utilize the Assignments feature in ClickUp to assign responsibilities to team members for each agenda item.

4. Share and review the agenda

Before the client visit meeting, share the agenda with all relevant participants. This gives everyone an opportunity to review the topics and come prepared with any necessary information or materials. Encourage participants to provide feedback or suggest additional items to be included in the agenda to ensure that all relevant topics are covered.

Use the Email feature in ClickUp to easily share the agenda with all meeting participants and gather their feedback.

By following these four steps and utilizing the Client Visit Meeting Agenda Template in ClickUp, you can ensure that your client visit meetings are well-organized, productive, and focused on achieving your objectives.

Get Started with ClickUp’s Client Visit Meeting Agenda Template

Sales teams can use the Client Visit Meeting Agenda Template to streamline their client meetings and ensure a focused and productive discussion.

First, hit “Add Template” to sign up for ClickUp and add the template to your Workspace. Make sure you designate which Space or location in your Workspace you’d like this template applied.

Next, invite relevant members or guests to your Workspace to start collaborating.

Now you can take advantage of the full potential of this template to plan and execute successful client meetings:

• Start by creating a new project for each client visit meeting
• Use the Agenda View to outline the topics to be covered and allocate time for each agenda item
• The Client Information View will help you gather and organize all the necessary details about the client
• The Action Items View will allow you to assign tasks to team members and track their progress
• Customize the statuses to reflect the different stages of the meeting, such as Preparing, In Progress, Completed
• Collaborate with your team to brainstorm ideas and create compelling presentations
• Utilize the Notes section to capture important takeaways and action points from the meeting
• Monitor and analyze the progress of each client visit meeting to ensure successful outcomes.

Related Templates

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Nov 30, 2022

How to write an invitation email — 7 examples and a template

In this guide on how to write invitation emails, we break down the writing process into simple steps

Lawrie Jones

Table of contents

You’re invited to read the best invitation email guide online. RSVP if you’re interested in learning more.

In this guide on how to write invitation emails, we break down the writing process into simple steps.

Then, we provide 8 invitation email examples for information and inspiration. By the end, you’ll understand the building blocks to write the best invitation emails.

How to write an invitation email

Email marketers, event organizers, and interviewers all know that invitation emails are hard to write.

Get it right, and you’ll have a room full of happy faces. Get it wrong, and you could find yourself all alone.

We’ve written a lot about formal writing at Flowrite, but invitation emails are a chance to get creative and write compelling messages that demand a reply. It’s the best way to secure a slot in the calendar.

So, ready to get started?

What are invitation emails (and why do they matter?)

Invitation emails are, as you’d expect, used to encourage someone to do something. It could be an invite to an interview, an event, a meeting, a webinar, or a sales presentation.

In each case, the purpose of the message is to inspire action – generating attendees for your event, candidates for your interview, or meat in your meeting.

These aren’t sales emails (we’ve written about those before) but messages to someone you know (or who will know you). As such, you don’t have to go too hard on the sales and push the promo, but be clear about what you’re inviting the person to and why. 

The bottom line is to ensure every message has value to the person receiving it. 

Before we illustrate this with examples, let’s email the ideal invitation email format. 

Invitation email format

Invite emails are easy to write (if you follow this format). First, a strong, simple subject line spells out what you want.

That’s followed by a body copy that offers value and contains all the details people need (such as date, time, and location). Finally, you finish with more information on how people can sign-up and a positive sign-off. 

Let’s show you how that works… 

1. Invitation email subject line

Your subject line should get straight to the point. You’ll want to grab the reader’s attention and explain to them what the message is about (and why they should care). In the case of interviews or meetings with colleagues, the process is pretty straightforward:

• Interview Invitation – 25 Jan @ 9:00 am 
• Meeting Request – 2023 Strategy & Planning – 25 Jan @ 9:00 am 

Simple, clear, and straight to the point! That works for this type of invitation, where people will know who you are and what you’re asking. It gets a little more complicated when writing emails to people you don’t know (what marketers call cold emails ).

Crafting cold emails is a big challenge, with millions of words written about how to optimize them. But it boils down to finding words that grab someone’s attention and gets them to click.

Here are a couple of examples:

• Do you want priority access to our latest event? Open your invitation here!
• We’re looking for a legend. Could you be our latest guest speaker?
• Want to play a part in our industry-leading podcast?

These examples (and millions more you can find online) attempt to hook you in with a tasty proposition.

2. Invitation email body

All email invitation body copy works similarly, with the same structure. It goes a little something like this:

• Intro to you/your business
• Explanation of why you’re emailing
• Details of the invite
• Dates, times, and attendance info

Following this format will ensure you have all the essential details in your invitation email. You don’t need to be boring; you can get creative if you want – but always include everything from the list above.

You can see how we do this below in the 8 invitation email samples.

3. How to end an invitation email

You’re inviting someone to something, right? So you’ll want them to confirm their attendance. So spell it out in a clear CTA. Something like this can work well:

• Please confirm that you can attend. You can email me at (insert address) or call me at (insert number). 

If you’re inviting someone for an interview, this will be enough. However, for an event, you may want to add an incentive or put a time limit on it.

• Sign-up today, and you’ll receive a 25% discount!
• Places are strictly limited, so sign-up today (or prepare to be disappointed).

You’ll also need to include contact details or links to an online form where people can sign-up for the event. Don’t forget to add your name, job title, and company information.

7 invitation email examples

OK, we’ve come to the part where we stop telling and start showing!

Here are 8 invitation email examples that cover some of the situations you might need to write one. We’ve got a simple invitation example, an interview email, and an invitation to an online video call, among others.

If you want to use these examples, you can cut and paste them, but always change them to suit your circumstances. 

1. Simple invitation email sample

Let’s start with a simple invitation sample. This covers the basics and is a standard and (if we’re honest) quite dry approach.

Of course, if you want, you can liven this up – but even if you use it as-is, it will get the job done.

2. Reply to the interview invitation email sample

In this reply to the interview invitation sample, we provide a ready-made template to agree to the interview time and date. Good luck!

3. Event invitation email sample

When writing an event invitation email, you’ll need to be more creative and create a compelling case for someone to attend. You should explain what your event is about and its relevance.

You should provide details of why the person should attend and, as outlined earlier, offer an incentive or introduce some peril. 

4. Meeting invitation email sample

If you’re employed anywhere, you’ll probably spend most of your life in and out of meetings (and probably get hundreds of meeting requests a year).

This meeting email invite is more than a simple placeholder; it provides information on the meeting and why someone would want to attend. Your recipients will thank you for this level of detail.

5. Zoom invitation email sample

This Zoom meeting invite is similar to the meeting request above but includes login information and tips to get the best out of a Zoom meeting.

How many Zoom meetings have you been to that don’t start on time because someone’s camera isn’t working or the sound isn’t on? Exactly. Tell people about the behaviors you want to see (and be sure to embody them!).

• Bullet points are great!

6. Webinar invitation email sample

Webinars are an effective way to showcase your products or services, share insights, and build an audience.

Like the event template above, you must provide reasons for someone to give up their time and attend – which we do here.

You’ll need to try and find what will motivate your audience to engage with you.

7. Guest speaker invitation email sample

Guest speakers are a great addition to your event, but how do you hook one in?

By using our guest email invite template! Anyone brave enough to stand up in front of a crowd will have an ego, so providing a few compliments alongside the context of your event is a good thing.

Set out what you want them to do and when you want an answer.

Proven invitation email template

OK, so we can’t guarantee this initiation template will work, but it follows all our rules and recommendations, so it’s about as close as you can. So fill in the gaps, and focus on providing the details, and you’ll get the results you want from every message.

Invitation email template with Flowrite

If you're still struggling to find the right words for interview invitation emails, then sign up for Flowrite – it transforms sequences of words into clear, consistent, and compelling emails, like this:

Here's another example of how Flowrite could write your event invitation email fos you:

Final words

We started by saying that writing invitation emails isn’t easy, but if you follow our advice, it is.

The crucial thing is to follow the format and ensure that you include everything – including dates, times, and essential details. Focus on cracking the structure, use the tips outlined above, and never try to be funny!

Master that, and your invitation emails will ensure you’ve got people queuing around the block for a bit of the action.

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Interview invitation

Reply to: "

Dear Hiring Manager, ‍ Reading your job posting on LinkedIn for a Content Marketing Manager piqued my interest. Your description of the work responsibilities closely match my experience, so I am excited to submit my application for your consideration. ‍ In my current position as an Content Lead for BookSum, I write articles for the company website, manage the editing and posting of articles of our guest post program, manage the social media presence of the company, and write and sent out a weekly newsletter. Within six months I've grown the subscriber base of the newsletter by 40%. ‍ My resume is attached. If I can provide you with any further information on my background and qualifications, please let me know. I look forward to hearing from you. Thank you for your consideration. Sincerely, Jess Smith

Received message

interview next tue at 4 pm PST via Zoom?

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Event invitation

our online summit on personal productivity at work on dec 9 10 am GMT featuring adam grant and speakers from calendly and notion read more on flowrite.com/summit rsvp by answering to this email

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How to Conduct the Perfect Customer Visit

By Natsha Ness

Customers are the lifeblood of any organization. Whether you have the ability to meet with them face-to-face, or are required to so over Zoom due to our ever-changing reality, customer visits require intentionality. They also provide a golden opportunity to make your customers the North Star they should be – and improve literally everything about your organization as a result. Why a Customer Visit is Worth Its Weight … in Actual Gold

How do we know a customer visit is critical to success? In 2019, we conducted research into sales and marketing alignment, in partnership with DRIFT . In it, we found a significant correlation between the most aligned sales and marketing teams (which were also the most revenue-generating teams) and their focus, not only around customers-centric metrics, but also regular visits with customers.

Planning Customer Visits is Key

Sometimes customer visits are inexpensive (like when they happen on Zoom ). Still, just because you’re  remote doesn’t mean the interaction has to feel inexpensive. In fact, you can still invest in the same sorts of things you did on-site. Think about buying lunch with an UberEats code. Or sending your customers a box with a bunch of goodies for the meeting. In other words, think about how you can make the “visit” an experience.

If someone falls into your target account list, and is likely to have a strong lifetime value in your business, they’re worth visiting. But you have to first make sure there’s mutual agreement around the desired outcome of such a meeting. In other words, why are you getting together?

There could be plenty of possibilities, but three main reasons almost always necessitate a customer visit:

• You’re close to creating a proposal. If you’re about to put together a proposal, a customer visit will help you achieve the tight alignment you need to make sure what you’re offering is a good fit with what the customer needs. This will likely come after multiple discovery calls and deep dives. You’ve figured out which challenge you want to solve, and have had conversations with various people that lead you to believe it’s time to create an official proposal.
• You recently created a proposal. (My recommendation is to make the customer visit happen before the creation of the proposal, but it’s better to go after than not at all).
• Upsell. An often underutilized function of customer visits are to the folks who already invested with you, but of course, this can be leveraged to further the relationship and ensure it stays. It can also be used to uncover additional insights into other products or services that may fit additional, previously undiscovered, challenges. You can also work to prevent customer churn by conducting a customer visit.

Who should be involved in a client visit?

After the “why” comes the “who.” Who needs to attend your customer visit to achieve your desired outcome? There could be a wide variety of internal stakeholders that you want to include. You might have people from business development, marketing, analytics, general managers or directors and/or someone from the C-Suite. There should only be people there who have direct input into and/or influence over the subject matter at hand; no one extra. Once you figure out who should be there, think about each of their differing priorities. If you’re unsure of someone’s priorities, ask them in advance. This will help you show up prepared.

Then consider who should be there from your side. Again, don’t bring anyone who doesn’t have a clear role. There’s no dedicated team that should go to customer visits; it varies based on the goal and the customer. You should know what the customer cares about before you head there. This helps you decide whether you need your CEO present or whether the principal on the account is sufficient.

Before the Visit 

One of the best tips I can give you is to get all the skeletons out of the closet before you get in front of someone. For example, if your customer’s marketing leader beams about his 600 pieces of content, but the business development group complains they are out of date and impossible to find, do you want the first time the marketing leader hears that to be real-time, while you’re onsite? Trust me; you don’t. The whole meeting could go downhill fast. You can work through potential issues by asking if there will be multiple budget stakeholders in the room. If so, as it relates to this project, find out whether they will be contributing some of their budget to the meeting’s desired outcome. If so, what does that look like? These questions can help you spot any areas of potential friction before you’re ever in the room.

Preparation is Prince

The content of your meeting is king, but preparing properly to share that content is certainly a strong runner up. Make sure each attendee has a very specific role, and then prepare the right presentation. Consider the following question to guide your preparation:

• Are you sharing a slideshow? Audio? Video?
• What assets will you use before the meeting, during the meeting and after the meeting?
• How will you leverage small, breakout rooms to facilitate conversations vs. all-together, large group dynamics?
• Do you need slides, overheads, pens, markers, etc.? If so, it’s a good idea to send these ahead!
• Do you need a backup plan? For instance, what if your computers don’t work; do you have a hard copy of your presentation?

Then, it’s time to rehearse. Spend time with your team actually going through the presentation before heading to the customer. Talk about who will cover which slides, and how the flow will go. Make sure you’re bringing value to the customer and the tone of the meeting will be what they’re expecting. Finally, send over a message summarizing the purpose of getting together. I like to call this the DOGMA – Details Outlining Goals & Meeting Agenda. I tell them this is what we agreed to, and offer them a chance to come back and add to it or edit what I’ve sent.

During the Client Visit

Here are a few tips for the meeting itself:

• Watch for signs of misalignment. This often looks like one person repeatedly whispering to another, or in Zoom world, obviously Slacking. If someone is smiling during your presentation and you’re being serious, they’re probably talking about something else with someone on their computer. Even if you notice this, don’t mention it in front of the whole group. Instead, note it for later.
• What you can explore directly and immediately are the subtle expressions that indicate someone doesn’t buy into what’s being presented. If these things happen, try to draw it out so it can be addressed in the room. Don’t be afraid to just say, “Sally, it looks like you might have something to share.” If there are corporate politics involved and you can’t draw out the issue, try to have a conversation privately in person or via  a private Zoom chat. But stay in tune with all parties as much as you can by reading body language, tone of voice and so on.

Note: This insinuates that when on Zoom everyone has their camera on. Everyone should have their camera on.

• Record the meeting. Some people get weird about recordings, but having your meeting recorded can go a long way in helping you clarify issues later or capture something that even the best notetaker might miss. If you think someone might not like the idea, have a colleague dial into the meeting and record the call. You can say something like, “Peter couldn’t be here in person, but he wanted to call in.” It’s an easy, subtle way to get a recording to happen without making anyone feel uncomfortable. Enlist a dedicated note taker, but ask all attendees to take notes.
• Leverage a “Parking Lot.” If someone brings up an idea or thought that isn’t perfectly relevant to where you are in the agenda, jot it down in a “Parking Lot” that you can revisit at the end of the meeting – or afterward.
• Don’t leave the room without recapping what went on, with details and next steps. “This was our desired outcome and here are the five things we discussed. Numbers one through four have been hashed out, but we need to spend more time on number five so let’s set up a call ASAP to flesh that out more.” Make sure to spell out who owns what, and the agreed upon timeline so you set the expectation for accountability.

After the Visit

You had your meeting.  Now what? This is where you make or break the trust and credibility you worked so hard to create. I suggest sending a quick email to all involved parties, again reiterating what was discussed and the next steps. But take it a step further and get a handwritten thank-you note in the mail that same day. The content should be different – make it personal and send it out fast, and you’ll blow your customer’s socks off. Really.

After you’ve sent the customer a summary, create a customer visit report for your internal teams. A customer visit report should include:

• Action items
• Positive highlights
• Risks and opportunities
• Any other key observations and notes

Customer visit reports can also be given to clients, or sent in lieu of the email suggested above. After you’ve written up the most important information, it’s time to start taking action.

Take the lead by holding up your end of the bargain. Take care of any items for which you’re responsible, and set up any follow-up meetings that were discussed immediately. The power of a customer visit can quickly be deflated by distraction – and a lack of action – when it’s over.

How We Can Help Your Client Visit Planning

So, which customers or prospects deserve your time and attention onsite? Make a list, and get to scheduling. It’s the step you’ve been missing toward better alignment and better results too. Need support with any of these tactics? Shift Paradigm is a full-service partner for any organization that wants to stay agile in the current digital landscape. Our customer engagement services provide the complete package to keep your customers invested in your products and organization. Interested? Contact Shift Paradigm today!

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The importance of customer visits: Tools & tips

Table of contents, what are the benefits, who does it concern and why, what is a customer visit program, before the visit, during the visit, after the visit, final tips: how to simplify the customer visit.

Nowadays, with people being so connected, companies often or completely forget the importance of customer visits. A Digital tool can show you statistics, but can it actually read the true interests or intentions of a client?

The answer to that is most likely not. Usually, the more customers you gain or have to deal with, the more it is essential to keep a close relationship with them.

Wouldn’t you like to be considered more than a data or a click on an ad? I’m pretty sure you would.

Why are customer visits important?

Customers are constantly being solicited by your sales team or your competitor's. In fact, they will likely appreciate talking with a salesman who is not trying to sell goods, but instead someone who is invested in hearing about their problems and preferences. So, by meeting with them:

• It helps customers feel appreciated
• It creates a certain bond: Meeting clients in their environment shows you how they integrate your software in their workday. You’d be able to study their behavior and show them your support
• It detects needs or problems that would not have been obvious on the telephone or by e-mail
• Finally, company workers will feel more motivated as they will get honest and personal feedback of their product or service

You must keep in mind that you are not the only one soliciting that customer, it is a competitive market, so getting as much personal information as possible will keep you ahead of the game. And finally, seeing their smile and satisfaction in person can be the best reward ever.

You might want to bring your whole team such as the marketing and analytics members to the meeting but remember the goal here is not to sell but to listen and be understanding. Therefore, it should only concern the most profitable customers. And here is how to do it:

• Refer to your CRM tool and highlight, via the sales dashboard or cross tables, those who have ordered the most often or with the best average basket;
• Profile your customers. For instance, by using a progression metric, which assumes that the most interesting customers are those who have the best potential (good contact, several exchanges to date) but who have not yet made many purchases.

In a logic of cost reduction, a strategy to take into account is also the optimization of b2b sales funnel : you organize your customer visits by geographical area , and link them in order to lose as little time as possible between each appointment. 

This method can only boost your notoriety amongst customers and build customer loyalty. Because once it is done properly, it increases your efficiency to read and better understand the customer. And as it is generally said, time is money as well as of the essence.

Tips: Check out our lead generation in digital marketing and lead conversion to know how to best generate and convert lead into customer!

• The Best B2B Sales Lead Generation Strategies
• The 7 Fundamental Steps of a B2B Sales Cycle

A customer visit provides an opportunity for interaction between the parties involved to reach a settlement. Discussions may include pricing and terms, advertising, and 'team' approaches to visits. Strategizing is very essential and should not be omitted. It really gives you a true insight into a customer’s perspective.

Customer visits can be divided into four classes:

• It can be a Customer visit with the senior management team. Owners, presidents, general managers, and so on.
• A customer visit with the sales managers
• A customer visit with a team of two or more people.
• And finally, a customer visit with an individual. This could be a member of the sales management team or a sales person.

How to prepare for it?

Preparation is key as it helps with your confidence and organization.

• First step is to make an appointment with the person or people in charge.

Ask them when they will be available and set a time and date.

Make sure that each party is aware of what the meeting will be about beforehand.

Speak to them about confidentiality, that everything you report back to your team will be done with their consent.

• On your end, if you haven’t already, keep studying your customer.

See what has changed in the use of the product from now up until the day of the meeting. Study their company, visit their website to know more about their products, services, and their world. Build a client portfolio or a persona. 

It will help you personalize the interview with a guaranteed effect!

Make sure each attendee on your team knows their role.

Review and reread your files as well as the history of exchanges and purchases, if applicable, to have all the keys in hand.

Do not forget to have a backup plan. It shows your professionalism in case something goes wrong.

Pay attention to CAC customer acquisition cost and customer lifetime value calculation to balance your fee.  

Once every concerned individual is informed about the meeting, this is where you get into the gist of things.

Start off with light conversations, then get to the purpose of the meeting.

Make them feel comfortable. You do not want to seem too keen to get down to business.

Keep in mind that this is a mutual agreement, so the customer or client won’t run away. Nevertheless, here are a few topics you can do and speak about:

• Be at the same time the student and the mentor. Pay attention to them as well as try to find the best solution to their problem.
• Get to know what their daily work life looks like. Ask open-ended questions. Allow the customer to take the lead and talk.
• If possible, focus on who uses your products or services more. And if so, how often and what are the main reasons?
• Once you have determined the necessity they have for said products and services, ask them what they would like to be changed. Are there any bugs?
• Above all, take notes, whether the information seems useful to you in the short, medium or long term, or not, perhaps this data will be useful later or will speak to one of your colleagues.
• Finally, don’t leave the room without summarizing what was said, as well as speaking of the next step you will take to ensure their needs are met.

Many benefits can come out of this.

Have a debrief . Review what happened. What did you learn? Were some of your questions answered? Did you reach your goals? What was the most helpful?

Then, follow up with the customer and your team . Send the customer a thank-you note, so they can know you appreciate the time spent together and the feedback they have given you.

It doesn’t need to stop there, as keeping a close relationship and giving your customer or client the best experience is not a day process but a constant and ongoing contact with them. Which is why your next steps should involve:

• making a new appointment,
• drawing up a diagnosis or a commercial proposal ,
• preparing for the negotiation based on the customer's specific requests,
• identifying trends in the marketplace . If a number of your customer visits reveal the same concern, this may be an area that you need to focus on.
• communicating important elements to the relevant teams (e.g. the after-sales team).

Customer relations, like all professions, are going digital.

This is all the more appropriate as salespeople are professionals who often work on the move.

It is therefore essential to equip them with a mobile sales management application.

There are interesting tools for note-taking and customer visit reports, as it allows you to create any business document, tailored to your image.

Your documents are unified and 100% dematerialized, for consistency and centralization that benefits the whole company, especially the sales representatives in the field, who no longer lose any of their work.

Depending on the different email scenarios configured, the managers receive a summary and the customer a recap by email. And if the visit is successful, you can even have the customer sign an order in the same breath!

The tool can also communicate with your CRM, a second essential tool which thanks to technology can directly be mobile, that is to say on your phones and tablets.

Using a flexible and customizable software, your sales representatives have all the necessary tools at their disposal on their smartphone or tablet: customer files updated in real time, connection to your ERP, generation of sales documents (quotations, order forms, invoices), and access to order history, stocks and your catalogue.

And you, have you tested any digital tools for your customer relations?

What did you think of them?

If you are still here, here is one last piece of advice: Always look to the future but do not forget that customer satisfaction is crucial to a company’s success.

Nothing beats a face to face meeting as hidden gems can be said. Take the time to know who you are catering to. Customers buy when they feel loyalty and consideration. Do not overlook great relationships that can lead to great opportunities.

Articles on the same topic

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11 strategies for elevating the client experience

If you work at a law office, consulting firm, or anywhere that regularly hosts guests onsite for important meetings, then you know building strong client relationships is critical. Not only is this a good look for your brand, it’s a necessary step to secure business. After all, clients want to be sure the firm they choose will prioritize them—and giving them a VIP experience while they’re in the office is a great way to show them that you do. So, where do you start? In this post, we’ll share 11 different strategies for elevating the client experience so anyone who steps foot in your office feels like a VIP. We’ll show you how to ensure they have a smooth and welcoming arrival, and feel impressed throughout their visit.

Why does client experience matter?

While a great first impression can make them feel welcomed, impressed, and at ease, a poor first impression can do the exact opposite. Your client experience sets the tone for how guests perceive your office, employees, and organization. By taking intentional steps to improve the client experience, guests can focus on the purpose of their visit. Plus, a great client experience can influence your company’s referrals, retention rate, and overall reputation.

Intending to offer a great client experience isn’t the same as executing on a well-thought-out plan. Using the tips below, your team can establish a plan for making sure anyone who visits your office feels welcomed and important.

1. Prepare clients for their arrival

You might think that the key to making a great first impression with clients is having a beautiful lobby or grand meeting rooms. But really the first impression starts way before a client arrives onsite. Often overlooked, an invite to the office is the first and easiest way to make a great first impression. An impressive and effective invite isn’t only beautiful, it’s informational. To prepare clients for their visit, use your visitor management system to:

• Invite clients to pre-register for their visit: This enables them to provide their information and sign your NDA before they step foot in your office. It also gives them plenty of time to read and review any important documents before signing.
• Send directions, parking instructions, and pertinent arrival information: This ensures your clients don’t stress about finding a parking space near your office and allows them to have a seamless entry so they get to the purpose of their visit.

{{protip-1}}

2. Ensure an easy and sleek sign-in

Once a client arrives at the office, make it easy for them to sign in and receive an access badge for their visit. Remember to:

• Ditch pen and paper sign in: For clients who don’t pre-register for their visit in advance, signing in using a sleek iPad with your branding is the next best option. When an invited visitor types their name on the iPad, their sign-in details will automatically populate.
• Print branded visitor badges: Give each client a custom access badge to wear during their visit. As an added touch, you can print WiFi credentials on each one so they can easily access your company’s internet. This will make clients feel welcomed, while making it easy for employees to identify unfamiliar faces.

{{protip-2}}

3. Share your company’s WiFi

To have a productive visit, clients often need to connect to your company’s internet. Yet, sharing your one-and-only WiFi password means folks can stay connected even after their visit has ended. A better, more secure option is to issue each client unique WiFi credentials.

{{protip-3}}

4. Keep your lobby clutter free

A cluttered, disorganized lobby is a sure way to make a bad impression. For the same reason you’d clean your home before having guests over, it’s important to keep the entryway to your office tidy, too. Make a point to clean this area on a regular basis and be sure to store packages properly so they don’t pile up and become unsightly.

{{protip-4}}

5. Personalize your welcome

Have your team review the pre-registration list at the start of each day so they know who’s scheduled to come into the office and the reason for their visit. This way, your front desk staff can greet each client by name and be prepared to accommodate their specific needs.

“Address each visitor warmly and by name. This will help them feel welcomed, seen, and like the entire visit doesn’t have to be about business.” – Dave Park , Workplace manager at Envoy

6. Offer a beverage and snack

One quick way to make clients feel at home is to offer them a drink or snack. People are impressed by small gestures and will appreciate a white-glove service experience that makes them feel important and taken care of from the minute they walk in the door.

{{protip-5}}

7. Help clients with their coats or bags

Clients often arrive juggling items like coats, umbrellas, bags, or luggage. Offer to take these items off their hands or show them a safe place to put them during their visit. This safeguards their belongings, helps prevent potential hazards, and keeps your office free of clutter.

8. Don’t keep clients waiting

It’s never a good look to keep important clientele waiting. Let their hosts know as soon as they arrive so they don’t have to wait around unnecessarily. This will ensure guests don’t feel crunched for time or frustrated before their meeting even starts.

{{protip-6}}

9. Show them around the office

If a client arrives early for their appointment, give them a brief tour of the office. Taking the time to walk them through your office is a great way to show off your company’s facilities and make clients feel more comfortable during their visit. You can also share helpful information like the location of the bathrooms and areas in the office pertinent to their visit.For example, if your company is a consulting firm, you might make a point to walk your client down the hallway that highlights some of your major projects. You could even point out the ones that might pique their interest, based on what you know about their organization.

10. Keep conference rooms tidy and well-equipped

Tidy up your conference rooms and be sure they have the right equipment to enable a productive visit. Speak with the folks who invite clients to the office most often and find out what they need to have a seamless meeting. This might include video conferencing equipment, whiteboards, a monitor for presentations, or even a mini fridge to stock beverages and snacks. In some cases, it might also include soundproofing panels to ensure client confidentiality.

Find a workplace platform with conference room scheduling software to help hosts find the right meeting room for their needs and book it in advance.

11. Drive continuous improvement with client insights

After their visit, send your client an email thanking them for coming in. This is a nice way to conclude their visit and an opportunity to ask clients to complete a short survey about their experience. You’ll show them you care about their feedback while also collecting important insights into what folks think about your team’s hospitality.  You should also review your workplace analytics to understand which days of the week clients typically visit the office, who invites clients onsite most, and which clients visit most often. With this information, your team can proactively plan to accommodate clients and customize their experience.

A top-notch client experience is a leg up for any business—and you play a critical role in building one for your organization. Review the tips above and decide which ones make the most sense to implement. Then, it’s time to get to work. As you do, remember that this work is not only creating a great experience for every client walking through your doors, it’s making a marked impact on your business.

Pro tip: Use this guide to find the right visitor management system for your business.

Pro tip: Be sure to keep your office guest policy up to date. This will inform how your team manages your sign-in and security processes, and help ensure your clients have a great experience while they’re in the office.

Pro tip: Be sure your visitor management platform integrates with WiFi provisioning services like Cisco Meraki and Ubiquiti UniFi that enable you to automatically share login credentials with clients at sign-in.

Pro tip: Use your workplace platform to automate your mailroom and prevent package pileups. Employees will be notified automatically when their package arrives and can schedule a time to pick it up so it's not left lying around.

Pro tip: Try offering clients a custom pen or another takeaway to make a lasting brand impression.

Pro tip: A robust workplace platform will automatically notify the host upon their client’s arrival, saving your team time and reducing the amount of time guests have to wait.

Tiffany is a content crafter and writer at Envoy, where she helps workplace leaders build a workplace their people love. Outside of work, her passions include spending time with her greyhound, advocating for the Oxford comma, and enjoying really great tea.

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Sales | How To

How to Plan & Run a Successful Client Meeting in 7 Steps

Published April 11, 2022

Published Apr 11, 2022

WRITTEN BY: Jess Pingrey

This article is part of a larger series on Sales Management .

Client meetings give you an opportunity to build or re-establish credibility and trust with leads, prospects, and current customers. Through understanding the meeting’s purpose, proper logistical planning, in-depth research, preparedness, and planning, you ensure your customer meeting is run effectively and successfully. In this article, we explore how to plan and run a client meeting with templates you can use during this process.

Client Meeting Template

Streamline your sales operations with premade, uniform templates to help guide your client meetings. As you fill out the information from the templates, store the document in your customer relationship management (CRM) system or another database. Below you will find the template we’ve constructed to help you create an agenda and take solid notes for all types of sales meetings.

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💡 Quick Tip:

Use customer relationship management (CRM) software to store client meeting notes and share them with team members. Freshsales is a free CRM that helps teams collaborate effectively and improve organization.

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1. Understand the Purpose of Each Client Meeting

The scope of a client meeting with a prospective client depends on their needs and where they are in the sales process . It impacts the content and flow of the meeting, the attendees, and how you will prepare for the appointment. Below are some of the most common types of meeting purposes to consider:

• Introduction meeting: In-person visit or call to make the initial connection with a lead or prospect. It involves going through the lead qualification process, determining their needs, and briefly discussing your business, product, or service.
• Consultation: An advisory discussion with a lead or current client to determine their circumstances, needs, and potential solutions for their unique situation. This is not a time to sell, but instead to provide adequate knowledge and advice based on what you learn from their perspective.
• Sales presentation: The sales pitch to a lead or customer that takes a deep dive into your business and its offerings. During this time, you present your unique selling proposition and address questions about your product or service.
• Product demo: A detailed presentation of your product, its features, how it works, and if it is well-suited for the prospect.
• Proposal discussion: A call or meeting with a prospective client to discuss quotes or a formal proposal containing pricing, scope of services, terms, and so on.
• Onboarding and pass-off meeting: A call or meeting with a new customer to go over the onboarding and delivery process of a product or service. It also involves introducing them to a new point of contact, such as a sales rep passing them off to an account manager.
• Customer check-in or renewal meeting: A meeting with a current client to check their needs and satisfaction on your solution. You can also address concerns related to your products or services renewal.

Sales management and other organizational leadership teams must develop procedures and tools for each type of meeting and make them available for their reps and account managers. Once the purpose is fully understood, the rest of these steps become intuitive.

2. Manage Meeting Logistics

Once a meeting is confirmed and all attendees understand the purpose, ensure you adequately handle the logistics. This includes agreeing on the right time, place, and communication channels, such as in-person, phone call, or video conference meeting . Furthermore, make sure anyone who should be involved is invited and aware of the meeting logistical requirements.

For instance, if you’re doing a product demonstration for your software, have one of the software engineers on the call to help the client better understand the features. Additionally, if you’re doing a proposal discussion and there are multiple decision-makers in your lead’s buying process, ensure they are all invited.

To manage the meeting well, ensure you provide detailed instructions for logging onto the phone or video conference call and that any web links for access work properly. If it’s in-person, write out navigation directions for the location and any security or parking information they need to know.

Lastly, ask the lead or customer to bring any items or information needed for the meeting. For example, with renewal-based insurance, many agents request a lead’s current policy information for their proposal discussion. This way, they can do a direct, apples-to-apples comparison with the current or updated policy.

Pro tip: Use scheduling automation tools like Calendly to streamline the process of agreeing on the meeting time and place. Calendly lets users configure their meeting parameters to meet their scheduling requirements. Meeting attendees get to receive a link for the scheduling portal and find a time and channel that works best. Once scheduled, the event is automatically synced to everyone’s calendars.

Calendly scheduling portal (Source: Wired.com )

3. Research Your Meeting Attendees

Depending on the type of client meeting, certain details should be obtained prior to the event. If you’re meeting someone for the first time, have some talking points ready to build a connection by researching information on the attendee’s experience or interests. For example, if you learn on LinkedIn that you have mutual friends or share the same alma mater with the lead, mention that in the meeting to build rapport.

For meetings directly discussing the product or service, such as a product demo , proposal call, or sales presentation, learn more about the lead’s current providers and how they feel about them. If they don’t like the current price or customer service, you can use those insights to express how you can bridge those gaps and provide a more desirable solution.

Any meetings with current clients should include a thorough review of their activity history, their customer experience, and any concern related to your firm. Be prepared to handle their complaints and understand where they are coming from based on their interactions with your product, service, or the entire business.

Some research sources you can use include LinkedIn, the lead or client’s website, or mutual connections. You can also track down information using the lead data organization and note-taking features of customer relationship management (CRM) software . Prior interactions and contact information can be stored in popular products such as HubSpot for your whole team to access.

HubSpot lead profile with activity and notes (Source: HubSpot )

4. Prepare Content & Questions

As you prepare for a customer meeting, develop preset questions to understand their needs, priorities, purchasing process, budget, and timeline. Additionally, make sure the content and materials for the meeting look professional, up to date, and ready for presentation.

For example, use a slide presentation for your product demos or a spreadsheet for price comparisons during your proposal discussions. You could also have a checklist document for reference during consultations or anytime you’re qualifying a lead. An example checklist can be found in our article on using the BANT method to qualify leads.

Last—and arguably the most important—is preparing the agenda for the meeting. This should include the sequential order of items to discuss within the allotted time slot. The agenda should also contain a goal that you should send to all participants prior to the meeting so they know what to expect.

5. Start Client Meetings With Introductions

During the first stage of your meeting, introduce yourself and the other members of your organization on the call. Also allow the lead or customer to introduce themselves, briefly talking about who they are, what they do, and why they were interested in the meeting.

Afterward, you can cite some of those talking points you created in step three. For example, if it’s a one-on-one meeting and you knew one of your lead’s friends, you could bring up that connection. Start the conversation with something that goes like “Hey, I think I saw that you are also friends with Griffin Buscavage.”

6. Stick to the Agenda

It’s essential to stick with the plan you set as it impacts the expectations of the prospects or clients attending the meeting. Furthermore, all attendees are managing their schedule around that agenda. So stay on track, focus on the meeting’s primary purpose, and respect everyone’s time by not running the meeting too long.

Part of keeping with an agenda is maintaining control of the conversation. Contrary to what many sales reps think, this doesn’t mean talking for 90% of the time. Any client meeting is a two-way conversation, with you understanding their problems and preferred fix while they discover what solutions your product or service provides.

If you run out of time and there are still remaining agenda items, find a courteous way to manage a plan to fulfill those items. For instance, if you can extend for five more minutes, ask the participants if they are available to stay. If they are not but you still need more time, agree on a follow-up call and send a calendar invite for your next meeting.

7. Create a Follow-up Plan

At the end of each meeting, include a follow-up plan for things that you, your sales rep, the lead, or the client must accomplish. Much of the post-meeting tasks depend on the purpose of the meeting and what was discussed. For example, after an introductory meeting, your next plan of action may be to send a follow-up email and a calendar invite for another meeting, such as a product demo.

During this stage, be clear on what exactly the next steps are. Perform any follow-up tasks in a timely manner to keep the lead or client in the buying or renewal mindset. If you delivered a sales presentation and the prospect wants price quotes, generate the proposal and send it within a day. This is to keep up with the information they learned and the retention of their purchasing mindset.

Pro tip: Don’t let follow-up tasks slip through the cracks. CRMs also act as task management tools where you can create and track tasks you need to complete within certain deadlines. Bitrix24 , for example, lets users manage independent tasks or ones directly associated with a lead or customer in the CRM system. Plus, the team view allows everyone to collaborate on activities that need to be completed.

Bitrix24 task and activity management (Source: YouTube )

Tips for Running an Effective Client Meeting

As you go through each of the steps of running an engaging client meeting, follow these tips to best connect with clients. These will help you become more organized, and ultimately reap better results out of your customer meetings:

• Respect their time: Show up on time, follow the agenda, and keep the length of the meeting reasonable by not exceeding the allocated time slot.
• Conduct detailed research: Any insights you can acquire before the meeting could be valuable. It also shows you take understanding and interacting with your clients on a personal level seriously. Keep the intelligence you gather on your CRM system for future reference and for others to access.
• Take diligent notes: Make sure you’re documenting everything you learn during the meetings for future use. Taking solid meeting notes also prevents you from forgetting important details a client may have mentioned during the discussion.
• Avoid inappropriate conversations: As expected in all business settings, don’t bring up unethical conversational topics or anything that would be uncomfortable for the attendees. Common things to avoid include politics, religion, and deep personal discussions.
• Focus on unique value to them: Understand your competition and how you stand out from them. Additionally, focus on robust factors within the context of how you can add value to the customer. For example, if you know the lead has a wide budget but is upset with their current provider due to poor service, you can focus on the excellent customer support you offer.
• Choose the right environment: Your relationship with the client or lead should dictate the meeting environment. If you have a client for 10 years, taking them to lunch instead of a check-in call might be a better idea since you already have a long-term, personal connection.
• Be candid: Many salespeople say that the relationships and the human side of the job are their favorite aspects of it. Keep a strong balance of professionalism and social connection during your meeting, and don’t be afraid to be yourself and make your clients laugh. In many cases, the lead or customer isn’t choosing the company, but the sales rep they have the best interactions with.

Bottom Line

Not properly handling a client meeting could be a deal-breaker for obtaining new business or retaining current customers. It’s essential to remain organized and professional throughout planning and running the client meeting. Using organized meeting agendas and taking diligent notes to reference during the other stages of the sales process help you remain systematic and close more deals.

About the Author

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Jess Pingrey

Jess Pingrey is a seasoned subject matter expert passionate about providing the best answers about sales and customer service. She has 13+ years experience in sales, customer relationship management platforms, marketing, and content creation. Her background includes launching the sales department of a successful B2B startup, training teams on using software effectively, and serving as a customer experience champion.

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8 Proven Best Practices For An Effective Customer Visit

Customer visits are an excellent means of handling disputes, improving sales opportunities, and building customer relationships. Here are 8 tips to prepare for a customer visit:

• Set the date and time for the visit strategically:  Nothing's worse than going at their busiest time. Maybe they have a seasonality, or it's a quarter-end. You don't want them to be distracted. When you're on the visit, you want to spend time with them. So, plan it strategically.
• Send discussion documents or work papers in advance:  It could be that you're reconciling a high volume of invoices that they are refusing to pay. Or there are deductions that you just can't unravel. Always send all the documents in advance so that the customer has sufficient time to prepare as well.
• Determine who from your company should attend to address any concerns:  It could be your sales rep or someone from your staff who's been working on a particular issue and meeting with the customer to resolve it. Anticipate what issues or concerns the customer could have. Plan ahead and include the people who can address their issues.
• Inform the customer well in advance who you want to meet:  Get a nod on your customer's availability and whether they are prepared for the time you want to spend with them.
• Take time to understand the customer's business before the meeting:  You can ask probing questions that will help you understand the real challenge. When you're on-site, assess their business needs, understand their customer base, competitors, and industry trends. This way you can anticipate if there's going to be higher demand requiring a review of their credit line.
• Communicate the purpose of the visit to key stakeholders:  It could be your senior management or owner. It could be a sales or a product manager. It could be somebody in customer service or operations. If there are some logistics issues or any other kind of problem that they can help you with, they should be aware that you're going to this meeting and who you're going to meet with.
• What if it's a negotiation:  If so, define the roles and the talking points in advance. Sometimes it's a better strategy just to walk away than to make too much of a compromise. Always try to leave the opportunity for further discussion.

Highako.com is a video-first microlearning platform trusted by over 10,000+ Credit and Collections professionals. Drive skill growth with role-specific, expert video lessons. Measure practical expertise through hands-on assessments. Connect and collaborate with the largest credit community and get access to ready-to-use templates.

AI, Your Side Hustle Hero to Make Money from Home

Think AI is just for super-smart scientists? Nope! There are tons of ways you can use AI to make some serious cash from home.

Ready to turn your tech-love into a side hustle? Here are some amazing ideas:

1. The Content Creation Powerhouse

Ai, your writing buddy.

Imagine having a writing assistant that never gets tired, bored, or has writer’s block! AI tools like Jasper and Rytr help you crank out blog posts, website copy, product descriptions, and even creative stuff like poems or short stories.

You can write paid articles for websites or companies, or use AI to make your own online business shine with tons of fresh content. AI can even help you find ideas and make sure your writing is on point!

Read : 5 ChatGPT Prompts to Drive Business Growth and Innovation

Pics in a Flash

Ever wish you could draw anything you imagine? AI image generators like DALL-E and Midjourney let you do just that!

Just type in what you want to see – like “a cat flying a spaceship” or “a watercolor landscape of a hidden waterfall” – and the AI will create it.

You can sell your images on stock photo sites, use them to make your blog posts stand out, or turn them into cool digital art pieces you can sell online.

Movie Magician

AI can help you become the next editing superstar! Services can cut and paste video clips, add background music, and even turn your dialogue into subtitles for different languages.

Imagine helping YouTubers make their videos snappier, or editing short videos for businesses– it’s a skill you could even be paid for!

2. AI Expert Services

The global chat champ.

If you know another language (or more!), AI translation tools become your BFFs. Instead of taking forever on translations, AI does the basic work, and you fine-tune it for accuracy and style.

Get gigs translating websites so they reach worldwide markets, translating important documents, or even adding subtitles so movies and videos can be enjoyed by everyone!

Meet Your Robot Assistant

Businesses want to offer help 24/7, but that’s impossible for humans! That’s where chatbots come in.

Platforms like Dialogflow let you “train” little AI assistants to answer common questions, take orders, or gather information from potential customers even when everyone’s asleep.

It’s like coding and customer service rolled into one cool job.

Data Detective

AI is amazing at spotting patterns way too huge for humans to see alone. You can offer services by using AI to analyze mountains of social media chatter to see what people really think about products or brands.

Investors might pay you to use AI to spot stock market trends. Businesses might want you to use AI to track their rivals and see what sneaky plans they might be hatching!

3. Affiliate Marketing with a Techy Twist

Ai reviewer: the ultimate comparison tool.

Imagine being able to gather tons of information on different products in a flash! That’s what AI lets you do. Let’s say you want to review the best robot vacuums.

AI tools can help you scrape customer reviews, compare features across different brands, and even summarize the pros and cons. You write awesome reviews, include your special affiliate links, and whenever someone clicks your link and buys, you earn cash.

It’s like being a super-helpful shopping guide and getting paid for it!

Super-Niche Websites: Your Secret Weapon

Sometimes the biggest money isn’t in the broadest topics, but the super-focused ones. Imagine a website not about pets, but all about the cutest outfits for teacup poodles! AI tools help you find these “micro-niches” – topics huge groups of people are obsessed with but might have fewer websites dedicated to them.

Once you’ve picked your niche, AI can help with everything else. It can find keywords that help people find your site, suggest tons of article ideas, and even help you write some of the content.

AI can also help you find products related to your niche to promote with affiliate links, making your awesome website into a money-making machine.

4. Build Your AI Empire

Tool time: coding for cash.

If you have some coding skills, you can build super-useful, bite-sized AI tools that people will happily pay for. Think of common problems people have: resizing a ton of images is a pain, long articles can be a drag to read, and catching every single grammar error is tough.

You could build simple tools that offer AI-powered solutions – a quick image resizer, an article summarizer, or an extra-smart grammar checker. Sell these tools on online marketplaces, and suddenly you’re not just using AI, you’re selling it!

Plugin Power: Supercharge Popular Programs

Do you know your way around popular software like Photoshop, Excel, or even game design programs? You can become a plugin superstar! Create little add-ons that use AI to do cool new things.

Maybe your plugin adds AI filters to Photoshop, or teaches Excel to predict future patterns based on the data. Find platforms that allow developers to sell plugins for their software, and your creations could make you money while helping others work smarter.

AI Business Sensei: The Ultimate Consultant

If you get really good with AI, and understand how businesses work, you could make serious money as a consultant. Companies often have no idea how to start using AI to their advantage.

You could be the expert that helps them! Teach them how AI can find them new customers, help them analyze huge amounts of data to make better decisions, or even automate some parts of their business to save them time and money.

As AI gets more important, companies will be desperate for consultants like you!

Things to Remember:

Humans still needed: the ai hype is real, but….

AI is a powerful tool, but it’s still just that – a tool. It can mess up, make stuff that’s just plain weird, or even be used for harmful things if we’re not careful. That’s where you come in!

Your job is to double-check AI’s work, make sure it sounds natural and makes sense, add your own creative spark, and be the one to make sure the AI is doing good, not harm.

Find Your Thing: Be the Specialist

Trying to be an expert in everything AI-related is a recipe for a headache. Instead, become known as THE person for something specific.

Are you the best AI product reviewer for tech gadgets? The go-to person for building customer service chatbots? The genius who finds hidden stock market patterns using AI?

Specializing makes it easier for clients to find you and know exactly what you can do for them.

Never Stop Learning: The AI Train Keeps Rolling

AI technology changes at lightning speed! New tools, techniques, and updates are happening all the time. To stay ahead of the game, you’ve got to be curious and willing to learn.

Subscribe to tech newsletters, mess around with new AI programs as they come out, and take online courses. The more you know about cutting-edge AI, the more valuable your skills become!

We build top-performing sales, service, and leadership organizations.

Strategy. solutions. soar.

17 Terrific Tips When Visiting Clients

Meeting with your clients in their environment is a great way to strengthen existing relationships. Not only will you get a better sense of their business and culture, the visit demonstrates your professionalism and appreciation. Use these reminders as a checklist for making your client visits successful.

• Set up the appointment by phone, not e-mail. Discuss mutual objectives, agenda items, who to meet with, who will be conferenced in, meeting space, A/V equipment if needed, etc.
• Pre-call plan with your team. Identify who will lead conversation on specific issues. Prepare a list of anticipated questions and responses. Do your homework on key topics.
• Confirm the visit a day or two in advance. Ask if there are any changes from original plans.
• Take plenty of business cards.
• Wear appropriate business attire even if it’s casual jean day in their office. If you don’t know, ask if their dress standards are business or business casual.
• Bring enough materials and marketing gifts. Avoid having to ask your client to make copies.
• Conference room seating. Ask your client about seating arrangements.
• If using slides on a screen, keep room properly lighted. If detailed information is presented, have paper copies as well. Be prepared to present without visuals if equipment is not working.
• Lunch protocol. Advance planning is needed. Who to include and invite, reservations so the table is ready, and server informed you are buying.
• Ask for scheduled time to meet others you do business with in their office such as accounting, support services, and claims.
• Vehicle and parking. Be sure your vehicle is clean and ready for guests in case you are asked to drive to lunch or another meeting. Park in employee area or on the street. Do not park in their designated customer spaces.
• When visiting with colleagues, arrive together at the office. Arriving separately is an inconvenience to your host.
• Turn off your cell phone and keep it out of sight. If you need to use it to research something, ask permission, use it, then put it away. Wear a watch since you won’t have your cell phone as a timepiece.
• Using an iPad or other device to take notes is not recommended. It interferes with conversation since your attention is focused on the screen and typing. If using your iPad or tablet to run a presentation on a screen, turn off any alert sounds.
• Be a master of small talk and conversation starters. Obviously, stay away from politics and religion. Asking “how’s business?”  or “what’s new this year?” are safe conversational questions.
• At the start of the meeting, briefly review your agenda with attendees. Reconfirm timeframe. Ask your client what they want to discuss. Start with the items most important to them even if it’s not on the agenda.
• Follow up with an e-mail that is both a brief meeting summary and thank you. If there are items you are researching, let them know the timeframe of your response.

Emily Huling, CIC, CMC helps the insurance industry create top-performing sales, service, and leadership organizations. She can be contacted at [email protected] .

She is the author of Great Service Sells, Selling from the Inside, and Service Selling Supercharge. For information on learning materials and consulting services and to subscribe to her free monthly newsletter, visit www.sellingstrategies.com .

  Emily Huling  Selling Strategies, Inc.

P.O. Box 200  Terrell, NC 28682 Phone: 888-309-8802

Mobile: 704-516-5114 

www.sellingstrategies.com

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How To Use Customer Visits To Increase Engagement And Advocacy

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by Influitive | Oct 16, 2017 | Advocate Marketing 101 | 1 comment

eBook The Advocate Marketing Playbook The Advocate Marketing Playbook provides marketers with a blueprint from which to build and manage a successful advocate marketing program. It’s a… Download eBook

There are so many ways to identify and nurture advocates that sometimes you might miss the easy wins right under your nose.

When your customers are in town for a vacation, conference, or business meeting, why not invite them to visit your office?

Customer visits are a great way to deepen relationships with your advocates, as well as promote your advocate marketing program internally.

They can range in time commitment from simply taking a customer out for lunch to developing an agenda for a full-day visit.

Crafting the perfect customer visit

One way to maximize the benefit of the visit is to ask the customer to do a 30-minute session with your employees.

Think about it: not everybody in your organization gets to meet customers and learn about what they are doing with your product. Hearing it right from the customer can be invaluable, especially for product or marketing teams who aren’t in customer-facing roles.

Customers are usually eager and happy to give something in return for you providing some training, or setting up meetings with the product team, executives, and/or their CSM. Plus, having them do a presentation is a great way to see how well a customer presents with an eye towards upcoming User Groups or conference presentations.

We keep these meeting very short and informal to keep the pressure low, with about 20 minutes of presentation followed by Q&A. Slides are not necessary and we assure them that there’s no pressure to record or use their content for marketing. At Crimson Hexagon , we have found that the larger the license, the lower the likelihood that a company will approve public acts of advocacy. However, we do find that many customers are thrilled to share their stories publicly, and there have been many presentations that have led to published case studies.

How to get customers to sign up for a visit

The opportunity for customer visits is promoted formally in our customer newsletter, and plugged informally in conversations with Customer Success Managers. The customer may just happen to mention they are coming to Boston, and our advocate marketing team takes the weight off of the CSM by managing the details. Another way to make your advocates aware of this opportunity would be to simply make it a challenge in your Hub .

Once we’ve identified an interested customer, we do the following:

• Get on a call with the customer and their CSM to develop an agenda and lock down the details
• Have our advocate marketing team book the room, invite the right people to the meeting, and order lunch
• Plan ways to make the advocate feel special the day of, like updating the Welcome Screen in our lobby to greet them

If there is also going to be a presentation, we also:

• Determine who the best person is to introduce our guest
• Make sure an Executive says hello and is in the audience
• Send an invite to all employees (including remote), along with a day-of reminder

                              A recent customer presentation at the Crimson Hexagon HQ

Why customer visits benefit your advocates and your company

We have had great success with customer visits from Fortune 100 companies, agencies, government, and non-profits. A customer visit program is a great way to raise advocacy’s profile within your organization . It also creates an opportunity to talk about other advocacy opportunities with the customer, such as having them speaking at events , creating content , being involved in a case study , etc.

The benefits from the advocate’s perspective are that it makes them feel special, provides them with an audience for their thought leadership, and strengthens their bond with your company.

Recently, Michael Cornfield , a professor of political science at George Washington University visited our office and told us about his meeting with his CSMs.

What our advocate marketing team finds rewarding is that colleagues across all departments attendm and we get lots of positive comments from employees, especially from finance, HR, and engineering. Our goal is to host two to three of these customer visits per quarter.

If I had a wish, it would be that a few times a year we were able to invite and cover the costs of having a strategic customer come to Boston for a customer visit. It’s getting close to budget time, and I will definitely add it to my 2018 plan.

Related Resources

• Customer Success and Marketing Alignment ebook
• Why Marketing And Customer Success Are Your Brand’s New Super-Duo
• Together, Customer Success Teams And Customer Marketing Can Create A Better Customer Experience

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Exhibition Invitation Email: Templates, Examples, & Best Practices

Axel Lavergne

Axel is one of Salesdorado's co-founders. He's also the founder of reviewflowz.com, a review management tool for B2B SaaS companies

In this article, 6 examples of trade show invitation emails that work every time: The invitation from a client, the invitation from last year’s contacts, the email introducing the trade show team, etc.

What makes for a successful invitation email?

It is not easy to make a good invitation. It’s hard to make your invitation stand out. To have a quality email that encourages recipients to visit your stand, make sure you follow these tips:

• Get straight to the point: tell the recipients why they should come and give them the main information about the exhibition (location, date, specificity of the exhibition).
• Give reasons to visit your stand: don’t just tell them that your company will be at the show, tell them why they should visit your stand.
• Add a visual: you need to make your invitation lively to attract the reader’s attention and make them want to come and meet you.
• Automate your email sequences : this will allow you to organise your invitation campaign and remind your contacts regularly of your presence at the exhibition.
• Make sure that the email sequences are consistent with the schedule of publications on social networks : it is important to coordinate your different communications. It may therefore be relevant to participate in the trade fair hashtags on social networks, for example, or to integrate publications from your social networks into your emails.
• Start your email sequence 8 weeks before the trade fair: your contacts’ diaries are full, so you need to give them advance notice so that they can include the trade fair date in their calendar
• Insert a call to action in each email: it is necessary that the recipient can interact from this email. It can be interesting to insert a link to a media or social network, a link to register or a link to add the event to their calendar for example.

Trade shows often give unique URLs to exhibiting companies to use in their email blasts. For example, these may be URLs with a discount code for the registration fee. If you have one of these, make sure you use it in your emails and don’t forget to tell the recipients that they can benefit from a discount through this link. That way, you’ll be able to measure performance accurately from the very start

Why you should send exhibition invitation emails

Exhibition email invites should be part of your “>trade-show preparation for two reasons:

• They help to maintain the relationship with your key partners: an invitation email is a good way to keep in touch with your important customers but also your suppliers or former customers.
• They’ll help generate traffic to your stand: Participating in a trade show can be expensive. You need to make it worthwhile and meet a good number of prospects. By sending out these invitations, you’re not only getting people to visit you, they’ll potentially talk about it to others.

1. Email template to invite a client to an exhibition

At a trade fair, it can be interesting to invite your customers. On the one hand, this invitation e-mail allows you to maintain a good relationship with your customer. On the other hand, inviting your customers to your exhibitions can produce a good collective emulation and you can more easily benefit from their network to conclude sales with other companies.

Below you will find a template for inviting one of your clients to a trade show.

At least 6 weeks before the start of the fair and up to 10 weeks before.

• Your invitation to the [name of the exhibition].
• Invitation to the [name of the exhibition].
• See you at the [name of the salon]?
• Salon [name of the salon]
• How about 2 days in Lisbon?

Invitation email template

Hello x, Just a quick email to invite you to the Vivatech trade show in which we are participating. We would be delighted to see you at our side during this event. What is it? Our company is participating in Vivatechnology, Europe’s largest tech event, to present our new innovations. Come and enjoy unique conferences with speakers like Tim Cook or Mark Zuckerberg! When will it take place? The exhibition takes place from 16 June for 4 days. So see you at the show? Click on the link below to generate your invitation! Don’t hesitate to make an appointment with one of our team members so that they can show you our innovations. See you soon,

• Our top 10 business card scanning apps
• 15 tips for optimising your stand at a trade fair

2. Invitation email template for your contacts from last year

It is important not to forget to invite your former customers to the trade fair you are attending, as this can help you to reconnect with them. Here is a template for getting back in touch with one of your customers from last year.

It is recommended to send this type of email at least 4 weeks before the start of the fair.

• How have you been doing all this time?
• Shall we meet again at [trade show name]?
• Get in touch at [exhibition name].

Hello x, We would like to inform you that our company will be present at the [name of the exhibition] as it is every year. You can find us at stand [x] to present our new products! We hope to see you there and get in touch with you. We’d love to hear how [company name] has developed since last year. See you soon on our stand,

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3. Invitation email template to your exhibition booth

This type of email is intended for all the participants of the fair and not only for your list of contacts. This type of practice could almost be considered as cold emailing . You should therefore pay close attention to your email and its subject line so that it is opened as much as possible.

Between two and four weeks before the show

• [Name] Will you be attending [Name of show] this year?
• Will you be visiting the [name of your company] stadium at the [name of the exhibition]?
• Would you like to discover our new products of the year?

Hello [Name], The [name of the exhibition] is scheduled for [Date], and we will be present at the [Name of the stand / Location] stand. We are looking forward to presenting at the show: [EXAMPLE] A new product that we are looking forward to launching, with live demonstrations throughout the show. If you are looking for a [key feature of your product or service / Key benefit], this could clearly be of interest to you! Our talented team will be present at the show to answer all your questions. We hope to see you there! PS: We are organising a competition, take part and try to win [reward]!

4. Invitation email example to introduce the team that will be at the show

Trade fair invitations are almost all the same and are often impersonal. It is therefore interesting to personalise the email with characteristics of your company. It can also be interesting to show the human side of the exhibition. Indeed, the trade fair is above all a meeting place. You should therefore make the recipients of the email want to come to the show by describing the team present at the show or the speakers. You can insert photos but also put contact links to personalise your email .

This type of email is usually sent out 2 or 3 weeks before the trade fair starts.

• Would you like to meet our team at the [name of the exhibition]?
• Our team is delighted to welcome you to the [name of the exhibition].

Hi <first name>, Our team is getting ready for [name of show]. And yes, there is only [time until the show] left! Here are the members of the team who will be delighted to welcome you at the fair: [Name of team member], [Position], [Email address or link to book a slot]. [Name of team member], [Position], [Email address or link to book a slot]. [Name of team member], [Position], [Email address or link to book a slot]. If you would like to spend some time with one of our members, feel free to send them an email or book a time slot directly with them! I look forward to seeing you at the show, The exhibition will be held at [date of exhibition] in [location of exhibition].

5. Teaser email template to drive traffic to your booth

To get traffic to your stand, you need to promote your stand and what you are going to display.

Usually one week before the exhibition.

• Come and discover our new products of the year at the [name of the exhibition].
• What will we be presenting at the [name of the exhibition]?

Hi <First Name>, At this year’s [name of exhibition], our stand will feature [name of new product/new product features]. This is a first-of-its-kind innovation and we look forward to presenting it/them to you. Our stand will also feature : [List everything you offer for free]. [indicate any entertainment that will be present on the stand]. We will have some great team members on hand to answer your questions. For a chance to see our stand, don’t forget to register for the show! Click here to register now [insert link]. If you want to get an idea of what our stand will look like this year, you can take a look at our stands from previous editions at this link [insert link]. I look forward to seeing you there,

6. Invitation email template to book meetings

You can offer participants the opportunity to make an appointment with you at your stand.

A few days before the show!

• It takes just a few clicks to organise a meeting at [name of exhibition].
• Make an appointment with us at the [name of the exhibition].

Hello [name], As you know, next week is [name of fair]. Today we are opening the calendar so that you can make an appointment with our team at a time that suits you. [Button to make an appointment]. Appointment slots are limited, so don’t delay!

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• Visit Invitation Letter Sample For Guests

Inviting guests to various events and activities is a common practice, and ensuring a clear and courteous communication when inviting them is essential. A well-crafted invitation letter not only conveys the details of the event but also expresses enthusiasm for the recipient's presence. In the following templates, we have prepared four examples of visit invitation letters for different purposes, ranging from formal business interactions to cultural exchange programs and community events. These templates aim to guide you in extending a warm and professional invitation to your guests. Each template includes key elements such as the purpose of the event, proposed dates, and expectations for the guest's participation. By personalizing these templates with specific details relevant to your event, you can effectively communicate the importance of their attendance and ensure a positive response. Utilizing these templates as a foundation, you can create well-structured and appealing invitation letters that reflect your genuine eagerness to welcome your guests.

Template Formal Visit Invitation Letter - Business Partners

[Your Name] [Your Position] [Your Company] [Company Address] [City, State, ZIP] [Email Address] [Phone Number] [Date]

[Guest's Name] [Guest's Title] [Guest's Company] [Company Address] [City, State, ZIP]

Dear [Guest's Name],

I am writing to extend a formal invitation to you and your team to visit our company, [Your Company Name], on [proposed date(s)].

We believe that a face-to-face meeting will offer a valuable opportunity to strengthen our partnership and discuss upcoming projects in depth. During your visit, you will have the chance to meet our team, tour our facilities, and engage in productive discussions to align our business strategies.

We have arranged a detailed itinerary that includes presentations, discussions, and a site tour. Kindly confirm your availability for the proposed dates, and let us know about any specific topics you would like to cover during our meeting.

Please let us know your travel arrangements, including the number of participants, so we can make necessary accommodations for your visit. We are committed to making your visit informative and worthwhile.

We look forward to hosting you and fostering our collaborative efforts for mutual success. Kindly respond at your earliest convenience to confirm the visit and provide any additional details.

Best regards,

[Your Name] [Your Position] [Your Company]

Template Visit Invitation Letter - Cultural Exchange Program

[Your Name] [Your Title] [School/Organization Name] [Address] [City, State, ZIP] [Email Address] [Phone Number] [Date]

[Guest's Name] [Guest's Title] [Guest's School/Organization] [Address] [City, State, ZIP]

We are thrilled to extend an invitation to you and your students to participate in our upcoming cultural exchange program scheduled for [proposed dates]. Our aim is to promote cultural diversity, foster understanding, and build lifelong connections among students from different backgrounds.

The program will encompass various interactive workshops, discussions, and cultural showcases. It will provide participants with a unique opportunity to learn about each other's traditions, languages, and daily life experiences.

We kindly request that you confirm the number of students who will be attending, any specific cultural activities you would like to share, and your travel details. We will ensure that your stay is comfortable and enriching.

Your contribution to our cultural exchange program is highly valued, and we believe that the experience will be mutually beneficial for all participants. Please respond at your earliest convenience to confirm your participation and provide any additional information.

Thank you for your interest in fostering cultural understanding through this initiative. We look forward to welcoming you and your students to our school/organization.

Warm regards,

[Your Name] [Your Title] [School/Organization Name]

Template Invitation Letter for Visit - Community Event

[Your Name] [Event Organizer's Title] [Event Organization] [Event Address] [City, State, ZIP] [Email Address] [Phone Number] [Date]

[Guest's Name] [Guest's Title] [Guest's Affiliation] [Address] [City, State, ZIP]

We are excited to invite you to our upcoming community event, [Event Name], taking place on [event date] at [event venue]. Your presence would greatly enrich the event, and we believe your insights and experiences will contribute to meaningful discussions.

The event aims to [briefly explain the event's purpose and objectives]. We have a diverse lineup of speakers, workshops, and interactive sessions that we are certain you would find engaging.

We kindly request your confirmation of attendance and any preferences you might have regarding your participation. Please let us know if you require any accommodations or additional information.

Your involvement will greatly enhance the event's impact, and we look forward to your contribution. Kindly respond by [RSVP date] to ensure proper arrangements are made.

Thank you for considering our invitation. We anticipate an inspiring and informative event with your presence.

[Your Name] [Event Organizer's Title] [Event Organization]

Template Visit Invitation Letter - Research Collaboration

[Your Name] [Your Title] [Research Institution/Company] [Address] [City, State, ZIP] [Email Address] [Phone Number] [Date]

[Guest's Name] [Guest's Title] [Guest's Institution/Company] [Address] [City, State, ZIP]

We are excited to invite you to join us in advancing research collaborations between our institutions. We value your expertise in [specific research area] and believe that our joint efforts can lead to significant breakthroughs.

During your visit, we aim to discuss potential research projects, share our ongoing initiatives, and explore opportunities for collaboration. The visit will also provide a platform for networking and knowledge exchange among our researchers.

Kindly let us know your availability for the proposed dates and any specific topics you would like to cover during our discussions. We will be glad to arrange meetings, lab tours, and interactions with our research teams.

Please confirm your attendance and provide us with your travel details at your earliest convenience. Your participation is essential in strengthening our collaborative endeavors.

Thank you for considering our invitation. We look forward to a productive and enriching visit.

[Your Name] [Your Title] [Research Institution/Company]

We are delighted to extend our professional proofreading and writing services to cater to all your business and professional requirements, absolutely free of charge at Englishtemplates.com . Should you need any email, letter, or application templates, please do not hesitate to reach out to us at englishtemplates.com. Kindly leave a comment stating your request, and we will ensure to provide the necessary template at the earliest.

Posts in this Series

• Write An Invitation To School Management For School Farewell Party
• Accept Invitation Email Sample
• Exhibition Invitation Letter Sample
• Farewell Party Invitation Letter
• How To Invite Participants On Stage
• how-to-invite-ceo-for-speech-on-stage
• Invitation For School Science Exhibition
• Invitation Letter For Cricket Tournament
• Invitation Letter To Chief Guest For A Farewell Party
• Invitation Letter To Chief Guest For Inauguration For Program, Workshop, Seminar
• Invitation Letter To Media For Coverage Of An Event
• Invitation Letter To Parents For School Function
• Invitation Letter To Your Friends For Your Birthday Party
• Acceptance Of Invitation Letter Sample Format
• Invitation Letter for Marriage to Friends

10 Great Examples of a Business Meeting Request

The majority of cold emails end up in the spam folder. Additionally, research indicates that only 40% of sales teams view cold emails as an effective method for boosting sales.

Due to Google’s rigorous email filtering and recipients’ short patience for irrelevant emails, it’s crucial to create business meeting request emails that stand out while also adhering to proper email etiquette.

This guide will demonstrate how to accomplish this task, as the most effective cold emails are the ones you create. Read on for a brief lesson on crafting business meeting requests that are opened, read, and answered in 2023.

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What are the key elements of a business meeting request email?

First things first: let’s consider what we’re actually trying to achieve here.

When I use the phrase “business meeting request email,” I’m not talking about requesting a one-on-one with your manager or a campaign debrief with your team.

(You can use an internal email tracking tool for that.)

I’m talking specifically about reaching out to a prospect .

A way to book a meeting – a phone call , a video conference, an informational interview – to discuss how your product can solve their problems… And then sell it to them.

You might already have a relationship with that person or perhaps this might be the first time reaching out to them…

Or perhaps you’ve been given their details by a mutual connection, met them at a networking event, or found them on LinkedIn …

It doesn’t matter, because as long as you have these 10 meeting request email templates by your hand you’ll be able to effectively scale your sales engagement outreach and close more deals faster.

The RAP Model

There’s a simple rule you can follow to structure your meeting request emails — regardless of your relationship with your prospect. It’s called the RAP model:

• R – provide a reason for writing
• A – request a specific action
• P – end the message professionally

Here’s how it looks like in action:

There are a couple of other principles to keep in mind, too. Like making your sentences short and simple, making your subject lines brief and to the point, and personalizing your email as much as possible.

All of these will help your email look authentic, and not like something that’s part of a mass email blast .

Now, before we dive into our email samples and get a better feeling for the powerful RAP formula, let’s discuss the #1 thing you should do before even thinking about writing an email .

What you need to do before writing a meeting request email

Find and validate the email address.

Imagine spending hours finding the perfect prospect, writing the perfect email, crafting the perfect subject line… Even waiting until Tuesday 10 a.m . — the time when meeting request emails have the highest chance of being opened…

Only to get hit with “address not found” at the end.

Not only have you wasted hours of your time, but you’ve also reduced your sender score — making it more likely that your emails will land in the spam folder in the future.

That’s why you should always validate your prospect’s email address with Voila Norbert – the best email finder tool on the market.

With Norbert, email validation is super easy. Simply copy and paste your emails in the magic box and click verify:

or import an entire CSV list:

Norbert will charge only $2 for 900 verifications. (To put it in another way, that’s one-third of a cent per email). A minuscule price to pay for ensuring your emails hit the correct inbox and keep your email sender’s reputation unharmed.

Oh, and if you don’t have any email addresses, you can give Norbert the name and the website URL of your prospects and Norbert will spit back a high-quality email address in less than a second.

Give it a try ! Click the button below to get 50 leads on the house! ADD_THIS_TEXT

Examples of great business meeting request emails

Here are 10 examples of business meeting request emails — ones that will  get you in front of your prospects and ensure booked meetings.

It’s definitely not the type of writing you’d see on social media. It’s also nothing similar to any college assignments you’ve ever done. But with a little practice, you’ll soon get a handle on what it means to write a killer meeting request email.

Feel free to adapt these to your own situation and recipients.

Example 1: Professional cold email #1

This is an ideal email for reaching out to someone who doesn’t know you. Here’s an idea of what it should look like. Try to notice the RAP formula:

Dear [ name of client ],

I’m [ your name ], and I work in [ your position ] at [ your company ]. We’re specialists in [ detail activities ]. Given that you’re a leading [ role of prospect’s company ] within our niche, I believe a collaboration would be in both our interests. In particular, you’d benefit from being able to access our consulting team and our award-winning product suite.

I’d like to take this opportunity to invite you for a meeting at [ location ], at [ proposed date and time ], when we can discuss this further.

Feel free to suggest another time and location if that doesn’t work for you.

Kind regards,

[ your name ]

This email is rather formal. You can adjust the level of formality depending on the situation. Notice, also, the closed-ended call-to-action. Having a CTA like this removes any decision-making your prospects have to do. If they have time, they can simply reply with “yes”.

Example 2: Professional cold email #2

Dear [ client name ],

I’m [ your name ], and I work in [ your position ] at [ your company ]. Our companies work in the same niche, so I believe we could both benefit from cooperating with one another.

Our product suite is specifically tailored to [ product purpose ] and could really help with [ prospect’s pain points ], so I’d love to discuss how we could work together. Are you free to meet at [ location ] on [ date and time ] to talk this through?

I look forward to your response.

Have a great day,

Example 3: Cold email displaying your credentials

Cold emails are the most difficult way to contact your prospect — and also one of the most powerful ones. To make it work you have to prove you’re someone worth their time. 

Hi [ prospect’s first name ],

I’m [ your name ] and I’m with [ company name ], which specializes in [ what you do ]. We’ve built a client base ranging from venture-backed startups to Fortune 500 companies like [ big-name clients ].

Unlike [ other companies in your niche ], we take a different approach to growing companies. We move fast – and if we don’t think we’re right for you, we’ll tell you upfront.

Are you free for a chat at [ time options ] to talk through how we could help you with [ prospect pain points ]?

Here we showcase some of our clients. Make sure you pick the ones that are similar to the company you’re reaching out to. You can also take a step further and, instead of name-dropping, write a one-sentence customer case study.

For example, if you’re pitching a pizza place, then showcase what you’ve done for some other pizza place: “ last month, we’ve increased Crusty Pizza average order value by 5.3%.”

Example 4: Reaching out to someone you’ve recently met

When reaching out to someone you’ve recently met, you can make the emails shorter and more casual. Chances are, they already know who you are, what you do, who you work for, and why you’re reaching out.

But if that’s not the case, feel free to make this next email appropriately longer.

Hey [ prospect’s first name ]!

We met at [ event ] yesterday.

Sounded like you were interested in some of the [ your services ] we offer.

Want to book in a quick* meeting this week to see what we can do?

Let me know when you’re available.

*When I say quick, I actually mean it – we’ll keep it to 15 minutes tops. I know you’re busy!

Depending on how long or memorable your conversation was, jog your prospect’s memory by describing the circumstances of your meeting in more detail.

But even if your conversation was fleeting and unmemorable, simply mentioning that you were on the same event evokes “association bias” that makes the prospect more likely to respond positively.

Example 5: Cold email highlighting an issue

If you can identify an issue your prospect is having, then send them an email like this:

Hi [ client’s first name ],

I was on your website yesterday for [ use case ] when I noticed an issue. [ Give brief details ].

I’m a [ job role ] and I’ve fixed this same issue for lots of other companies, including [ client names ], so I could definitely do the same for you. It would help you to [ benefits of fixing problem ].

I’ve got some free time next week to talk this through. Here’s a link to my meeting scheduler [ include link ].

This email can work wonders if you pick the right problems. Plus, without describing a clear solution, you create an open-loop in your prospect’s mind that causes slight discomfort — discomfort that can be eliminated by simply scheduling a meeting with you.

Example 6: Cold email for SaaS companies

Companies at a certain growth stage will almost always face the same obstacles. Group your prospects in categories by revenue and point out two or three ways your product or service can help them get to the next stage of growth.

You guys are doing some pretty great things in the [ client’s industry ] space.

I’m emailing you because my company, [ company name ], has helped lots of companies in similar positions by:

• [ Product benefit ]

We’ve worked with [ client names ] in the past, and would love to do the same for you

It’d be great to find out more about your business and see if we’d be a good fit. Do you have five minutes this week to talk?

The difference between this email and the previous one is that this one focuses on the positive benefits, while the previous one focuses on the negative issues. In some situations, it isn’t possible to highlight an issue for your prospect. (Think accounting: how on Earth are you going to find out if your prospect is filing their taxes correctly?) In cases like these, you’re better off with a solid benefit-driven cold email.

Example 7: Product demo request email

A product demo takes abstract ideas (like product features & benefits) and translates them into practice: making it easier for your prospects to imagine how to integrate the product in their lives.

When done right, an in-person demonstration can leave a lasting impression, and thus increases your chance of you closing the deal.

I’m [ your name ] from [ company name ]. We do [ company specialism ] for clients like [ client names ].

Growing companies rely on us day in, day out to handle their [ product area ]. By choosing us, they’ve enjoyed:

We’re currently offering 10-minute demos – would you like to schedule one? [ Link to scheduler ].

Make sure to showcase only the most relevant benefits of your product. Including non-relevant product benefits in your email makes your main benefits look secondary, and so lowering the perceived value of your product. ADD_THIS_TEXT

Example 8: Cold meeting request and customer testimonial

Social proof like case studies and client testimonials make your cold email as warm as it gets. Pick testimonials that directly talk about what you did for your client and what results you got them. Avoid testimonials with vague statements praising your work.

As a [ your job role ] in your industry, I wanted to reach out to you about [ your company name ].

We work with companies like [ client’s company name ] on their [ product area ], helping them to:

But don’t take my word for it – listen to one of our clients, [ customer name, job role and company ]:

“[ Short client testimonial, no more than two sentences ].”

I’d love to show you how we can do the same for [ client’s company name ]. Do you have some time this week for a quick chat?

Also, make sure the testimonial is from someone who works in the same industry and has the same position as your prospect. People are more open to receiving advice from someone who’s in the same shoes as they are.

Example 9: Using questions to demonstrate your expertise

Asking the right questions makes you appear knowledgeable. After all, before you can ask thoughtful questions you need to have a deep understanding of the subject — and your prospects intuitively know that.

Knowing your domain of expertise inside and out allows you to see connections that other people don’t see. And when you point out a connection your prospects aren’t aware of, you inspire an “aha” moment and instantly grab their attention.

Hi [ first name ],

Do you and your team use [ third-party service ]? Do you wish it offered some extra functionality? Wouldn’t you love if it could [ list benefits of your product ]?

Pretty sweet, right?

We thought the same – so we made it happen.

I’m [ your name ] from [ company name ]. We give companies like yours the ability to [ expand on benefits listed in email intro ].

Sound like something you’d like to try? And what if you could try it for free?

I’d love to offer you a free trial and show you how it all works. Here’s my calendar [ link to calendar ] to book a time this week or next.

Try to find a few insightful questions that make your prospects ponder, see things in a new way, or open up their mind to new possibilities. It’s not easy. And it’ll require a lot of trial and error. But the results are well worth it.

Example 10: The brutally honest approach

Sometimes, it’s best to be completely honest and not tip-toe around the fact that you found your prospect using various prospecting tools . At the end of the day, you’re here to do business — and every receiver of a meeting request email knows that.

Hey [ client’s first name ],

[ Your name ] here. You don’t know me, but I found you on LinkedIn and I know that people like you often have to deal with [ pain points ].

You’re in luck, because I can [ solution ]. One of my clients, [ company name ], even achieved [ result related to your service ].

Would you be interested in hopping on a quick 15-minute call to learn more?

If so, click here to schedule a call [ link to scheduler ].

If not, just tell me you’re not interested – I don’t offend easily.

Looking forward to your response!

It’s best to create an email like this yourself. Pick the words and dictate the cadence of your sentences. Let your authenticity and personal brand shine through. After all, for many prospects the business relationship they’re getting into is just as important as the product they’re buying.

Now it’s your turn!

I hope you enjoyed reading my 10 meeting request email examples.

Which meeting request email template are you going to try first?

How will you change it?

Or will you create your own from scratch?

Either way, let me know in the comments below!

Hi, I'm Norbert! when I'm not searching for 10+ million email addresses per month, I'm writing articles that help sales, marketers, and recruiters help get their emails read and increase their response rate.

Copyright 2024 Cvent Inc. All rights reserved.

Invitation Letter For Factory Visit (Sample)

If you’d like to invite your clients for a tour of your factory, here’s a template you can use to write an invitation letter for a factory visit.

Dear [Name],

We want to thank you for choosing us as your [product] vendor. We can only guarantee you our best products and our good service. We assure you that we would do nothing to lose your trust and your generosity. May our partnership last long and stay successful.

As more concrete way to show our sincerity in our promises, we want to invite you for a visit in our facility. We want you to witness first hand how we make all of our products. We’re confident in our process and our people. We are sure that after your visit, you’ll share that feeling too. Our company is very committed to producing the most high-quality product of its kind in the market.

Please reach out to us so we can arrange your visit.

[Company name]

Other Free Letter Templates

• Letter of Refusal of a Project Offer
• Customer Satisfaction Survey Request
• Management Feedback Form
• Contract Cancellation Letter
• Warranty Claim Letter
• Formal Petition Letter
• Request for Advice regarding a Company Problem
• Refusal Letter for Gifts from Clients and Suppliers
• Formal Letter of Complaint to a Supplier
• Request Letter for Late Payments (Medical Bill)
• Warning Letter against Defamation
• Seminar Invitation Letter to Customers
• Direct Bill Letter for a Company Guest
• Approval Letter for a Newly Opened Credit Line
• Notice to IRS about a New Contact Person for an Existing EIN
• Request Letter for a Dependent to be added to Insurance
• Changes in Company Policy regarding Paid Holidays

9 Must-Have Email Templates for Trade Show Attendance & Leads

Are you attending trade shows to network or promote your brand or service? If so, you need to connect with other people and organizations in your industry during the event. Sending emails before or after a trade show can help you build that connection. But with email open rates just shy of 17% , you need to compose engaging emails with catchy subject lines to entice your recipients to read them. Check out these trade show email templates to craft effective emails that can help you network and build your brand.

Table of contents

How to write an effective trade show invitation.

Pre trade show email templates

Why is it important to follow up after a trade show?

How to write a trade show follow-up email, trade show follow-up email templates, make trade shows work for you with targeted emails.

When hosting or attending a trade show, connecting with your attendees and partners is important. Follow these tips and then check out a pre trade show email template.

Start sending invitations long before the show

Mail invitations as early as weeks before the event. Doing so gives your potential participants time to register and make travel plans to attend. A last-minute invitation might go unnoticed, or your recipient might not be available during that time.

Begin with a strong opening sentence

A strong sentence can grab the recipient’s attention. Hook them by highlighting the benefits of the trade show or opportunities for their organization.

Get to the point quickly

Keep your email concise — ideally between fifty and one hundred twenty-five words. Brevity gives you the chance to provide key details in an easy-to-read, scannable email. Keep in mind that your recipient might be viewing the email on a mobile device; your message should be short enough that it doesn’t require too much scrolling. Check out these examples of business event invitations .

Keep your goal in mind

Consider why you’re inviting the person or organization to the trade show , and write with that goal in mind. You might want them to participate in a session with you, stop by your booth, or discuss a partnership. Focus on the goal in the body of your email.

Conclude the email with a call to action

A call to action encourages your recipient to respond and act. So, be sure to include a prompt that requests that the recipient respond to the email, register for the trade show, or give you a call. Recipients are more likely to act if they’re prompted to do so.

5 pre trade show email templates

Pre trade show email templates can help you network and build interest in the event. Check out these five templates to write before your next trade show.

General trade show invite email template

This email is ideal for a contact or organization that you hope to network with during the trade show. It can also help with lead generation.

Subject line: Join Me at [Trade Show Name]

Dear [Name],

[Company name] is excited to attend the upcoming [trade show name] in [month]. We’re looking forward to networking with others in the industry like you.

If you’re attending, please stop by and see us at [booth number]. You can register for [trade show name] here [include a link to the registration page]. I hope to see you soon!

[Your name]

Trade show invitation email for previous contacts

This email can highlight your existing relationship and focus on how to take your partnership to the next level at the event. Customize the letter by highlighting the benefits of your existing professional relationship and why you’d like it to grow.

Subject line: Let’s Meet at [Trade Show Name]

We last met at [trade show or event name], and I wanted to share another opportunity for us to collaborate. [Company name] will be attending [trade show name] in [month year].

I’m looking forward to networking with partners like you. [Include a sentence or two on what you’d like to achieve at the trade show with this partner.]

I’d love to learn more about your organization and discuss how we can partner in the future. Please let me know if you’ll be attending [trade show name]. I hope to see you there!

Invitation to a product demo

Use a pre trade show event email to invite people to a product demonstration at the event. Customize this email by including specifics about the product and why it could be useful for your recipient or their organization. Focus on the benefits of the demonstration and why you’d like them to attend. Check out this “visit our booth at the trade show” email example to start the conversation.

Subject line: Join Me for a [Product Name] Demonstration

I’ll be attending the [Trade Show Name] and demonstrating how to use our new product, [product name], at [booth number]. I’d love for you to check out this new product, which is a great fit for your company because [add product benefits here].

We’ll be demonstrating the product on [date(s) and time(s)]. Please stop by and check it out! Let me know if you’d like additional product information before the event.

Template to visit a trade show booth

When you set up a booth at a trade show, you want to attract plenty of visitors for easy networking. So, reach out to your contacts before the show to invite them to stop by using this template.

Subject line: Visit Us at [Trade Show Name]

[Company name] will be attending [trade show name] on [dates]. We’d love to see you, discuss potential collaborations, and showcase our [product/service].

Please stop by [booth number] if you’ll also be attending. We’ll have [add details about any free products or exclusive discounts you’re offering at the show].

Hope to see you soon!

Template to introduce the trade show team

You can use this email to reach out to contacts who you know will be attending to tell them where to stop by and who to see during the event.

Subject line: Meet Our [Trade Show Name] Team

I look forward to seeing you at the upcoming [trade show name]. Before you stop by our booth, I wanted to introduce you to our team members who will be attending the show:

• [Team member name, title, contact information]

Feel free to contact anyone on our team to learn more about what we have to offer at [trade show name]. Be sure to stop by [booth number], too!

The trade show is complete, and you leave with plenty of new connections. Following up is essential in helping you further establish these new partnerships and build your business network. You can also use these emails to expand conversations that you had at the trade show, prompting further discussions and leads.

Crafting an engaging follow-up email begins with an enticing subject line followed by a concise but informative message reflecting on the trade show. These emails should focus on what transpired at the trade show and how you can build your business relationship going forward. Check out these best practices for effective follow-up emails.

Start preparing during the trade show

Make your follow-up emails easier by collecting key stakeholder information at the trade show. Ask for business cards or request email addresses when you identify a potential lead at the show. With this information compiled, you’ll be ready to send emails when you return to the office.

Get the timing right

You don’t want to send them an email before they’re returned to the office, nor do you want to wait weeks, at which point they might have forgotten about you. Aim to send a follow-up email about a week after the trade show ends. The event will still be fresh in their mind, and they’ll be caught up on emails they might have missed when they were away.

Work on your subject line

Your event invite subject line is key — and it just might determine whether your recipient even opens your email. Data indicates that 33% of email recipients open an email based on the subject line alone. Your trade show follow-up email subject line should be about five to seven words. It should be descriptive and direct, so they immediately know why you’re reaching out. Keep punctuation and emojis out to avoid cluttering the subject line.

Keep it snappy

Much like the subject line, your email copy should be brief and direct. Avoid lengthy paragraphs and try to convey your message in a few sentences. Keep the tone positive and friendly no matter the topic.

Reintroduce yourself

You’re likely to encounter many people from many businesses at trade shows. And while people do their best to keep track of who’s who, they might not be able to put a face to a name over email. So, briefly reintroduce yourself in the follow-up email to ensure your recipient remembers your trade show interaction or conversation.

Ask for what you want

Don’t send an ambiguous follow-up email. Perhaps you want to schedule a phone call or meeting to discuss your products or services. Make that request clear in your email copy. After all, you won’t get what you don’t ask for.

Give something in return

Your email should present a mutually beneficial relationship. You might ask for something, but you must give back, too. Perhaps you want to take your recipient out to a business lunch, share a copy of an ebook you wrote, or give a free product demonstration. Consider how they can benefit from your business relationship, and clarify those benefits in your follow-up email.

You now understand why following up with leads is important after a trade show. Now, it’s time to learn how to do that. These trade show email marketing examples can help you craft an effective follow-up email.

Template to request a follow-up call

Follow this template for inspiration as you draft your email.

Subject line: Can We Schedule a Call?

It was a pleasure meeting you at the [company name] booth at [trade show name]. I enjoyed learning more about your company!

As we discussed, I believe [company name] can benefit your organization. [Add a sentence explaining how you can help them.]

Are you available for a brief phone call in the next [week or number of days]? Please let me know your availability. I look forward to talking to you again soon.

Email to offer resources

These resources won’t just be helpful to your recipient — they may also show them the benefits of partnering with your organization. Send a resource-focused email using this template.

Subject line: Resources to Help [Company Name]

I enjoyed meeting you at [trade show name] and wanted to pass along the [resource name] we discussed.

I believe this [resource name] can help you by [include details on the benefits of your resource as it relates to your discussion at the trade show].

Once you’ve reviewed this resource, I’d love to discuss it over the phone. Can you let me know when you’re free for a brief call?

Trade show follow-up email to introduce an offer

The post trade show period can be a perfect time to send out exclusive offers to people you met at the event. The exclusivity can appeal to your recipients, and a limited-time offer adds some urgency to act. Check out this follow-up email template to pass along an offer:

Subject line: Exclusive Offer for You

It was a pleasure meeting you at [trade show name] last week!

I’m excited to share an exclusive offer for [trade show name] attendees like you. We’re offering [details on offer]. This offer expires on [date].

Would you be free for a quick call to discuss this offer? I don’t want you to miss out on this opportunity!

Template to address pain points

Perhaps you met some people at the trade show and discussed their pain points and how you can help. The following template can help you continue that discussion, focusing on how you can benefit their organization.

Subject line: Ready to Help [Company Name]

I enjoyed learning more about your organization at [trade show name]. Now, I’m ready to help.

We discussed [pain point] for your organization, and I’m confident our [product or service] can help you in this area.

Are you available for a short phone call this week to discuss more? We can identify the best [product or service] for you and get started.

Trade shows can be an effective way to build your brand and network within your industry. Following up with trade show leads can help you take your organization to the next level. After exploring these trade show email templates, discover how Eventbrite can help you with online RSVPs and more for your next event.

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about the author

Barbie Carpenter

Barbie Carpenter has been writing and editing for over 15 years, covering topics such as event planning, business, marketing, retail, and entertainment. Her work has been published nationwide in Hearst newspapers, where she served as a syndicated columnist. Barbie spends her free time enjoying the outdoors, crafting, and going on adventures with her family.

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