How to End a Sales Email: Closing Statements & Tips From a Quota-Carrying Salesperson

As a B2B salesperson for companies like IBM and Open Text, scheduling in-person meetings or phone calls was often challenging, regardless of my prospect or client’s industry or business size.

Then, the game changed when I leveled up my sales email writing game with curiosity-provoking subject lines, strong body text, and compelling closing statements. From there, initiating conversations and strengthening relationships with business buyers and influencers got easier.

But it doesn’t matter how powerful the “hooks” are in your subject lines or how insightful or inspiring your body copy is: Your marketing campaign results will suffer if you don’t end your sales email with finesse and power.

Read on to hear my tactics for ending a sales email.e

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When I wrote sales email calls-to-action, I learned that weak closing statements like “Let me know if you have any questions” produced poor outcomes. Aggressive, generic offers were just as fruitless, especially when the prospect hadn’t already confirmed their interest in what I was offering. (In fact, they were almost as poor as weak openings).

Personalized offers that aligned with my company’s unique selling proposition (USP) tended to be the best way to wrap up my emails and generate positive campaign outcomes.

There are a limited number of times that you can email a client or prospect before it becomes intrusive. Closing statements are your best chance to impress upon the reader that they should contact your sales team, register for your event, or take advantage of a promotional offer.

Closing email statements are a moment of truth for your prospect to feel valued and motivated. Make it clear what you want the reader to do next and what is in it for them if they accept your offer.

Your closing statement is critical to influencing prospects to either:

Put other priorities on hold immediately and follow your call-to-action instructions.
Close the email and leave it to consider later – or worse – toss it in the digital trash bin.
Be so inspired by your email that they contact a competitor that offers similar products or services.

It’s clear which outcome to aim for of those three, so let’s dig into some best practices for how to do it.

Best Practices for Ending Your Email

Here are some takeaways you can use to craft compelling sales email closing statements.

Be clear and concise about what you want your customers to do next.

Calls-to-action shouldn’t be up to interpretation. The closing statement should be brief and make it easy for your customer to respond to your offer by suggesting a short phone call at your client’s earliest convenience.

Don’t make several claims or offers in your closing statement that might overwhelm the reader. Invite the customer to a webinar, to visit you at a tradeshow, a trial of your product, or even a phone call. You can leverage the first offer acceptance into more yeses down the road.

Create a sense of urgency.

Limit the timeframe within which your customer must act on your offer or use scarcity as an incentive for the prospect to act. Give them just enough time to address other urgent items on their calendar.

Make it clear how your offer benefits the prospect.

I’ll never forget what a sales trainer named Marty Nuckles once told me: Every prospect or customer’s favorite radio station is WIIFM: What’s In It For Me.

Your closing statement should clarify what they stand to gain professionally from your offer, or at least what their company stands to gain by accepting your offer and buying your products or services.

Share proof your offer is what you claim.

Case studies and testimonials are a great way to end your email and ease any concerns your prospect or customer might have that taking you up on your offer is risky or won’t deliver the rewards you claim.

Personalize the offer to the client.

Prospects and customers like to feel like the companies they do business with know them and understand their needs. A HubSpot survey found that 94% of marketers say personalization increases sales, and 96% say it increases the likelihood of a customer returning to make another purchase.

Ask a question in your closing.

Asking a question in the closing could either prompt the user to say “yes,” hopefully leading to more yeses — like accepting your offer or prompting them to reply with an objection you can address.

Use technology to simplify the process.

Tools like the HubSpot Meetings and Appointment Scheduling app integrate with your calendar and make it easy for your audience to book a time to meet or speak on the phone.

Event landing pages enable the reader to sign up for your event, and configure price quote (CPQ) tools make it easy for sales reps to create a custom product bundle to send a personalized offer for each email.

If you’re looking for broader sales software, HubSpot Sales Hub is a great option.

Leverage a strong, clear email signature.

Make it easy for your prospect to both identify and contact you with a clear email signature that gives them all the information they need. HubSpot’s email signature generator has some great free templates you can utilize to start off strong.

Closing Statements to End Your Email

Here are some examples of sales email closing statements you can emulate with your next campaign and why they are effective.

Closing Statement 1

Maria, remember our chat about your company’s supply chain bottlenecks? Our client, Steve Jacobs from XYZ Widgets, will share how we helped him solve similar issues at TransportCon next month.

I don’t want you to miss Steve’s talk. Register with our promo code EZBuy2024 for event admission for two on me. I’ll save you seats and introduce you to Steve afterwards.

Hope to see you at the conference.

What I like: This closing statement is effective because it personalizes the email using Maria’s name and her company name. It also:

Clearly states a value statement that the prospect would identify with.
Offers social proof of the value of the proposed services.
At the beginning of the email, the salesperson refers to a conversation they had with the prospect earlier in the year, showing continuity and attention to detail.
Uses a promotion code to track the event registration for attribution purposes.

Closing Statement 2

Bill, thanks for starting a trial of our HR application for banking. Let me show you some cool features that will make your job easier and keep you compliant.

Please schedule a brief meetup via my calendar link below and use the comments field for any questions. I look forward to connecting.

[CTA] Schedule your meetup

What I like: This is an effective closing statement because it is personalized to the contact and their industry. The meeting would be a good use of the prospect’s time by addressing any difficulties the prospect may be having with the trial, and learning about industry best practices should tempt the user if they are a qualified opportunity.

Closing Statement 3

Healthcare CISOs and CTOs often tell me their teams struggle to identify and close data security vulnerabilities due to resource constraints. Sound familiar? Let’s meet for 30 minutes next week to discuss ways your team can affordably identify and address network security vulnerabilities without business interruption.

Please use my calendar link below to schedule a call about this or other IT security initiatives.

What I like: Personalized closing statements help customers feel like they are interacting with a human, not a bot.

This closing statement demonstrates that the salesperson is connected with healthcare industry executives and requests a meeting while leaving the agenda open to what matters most to the prospect. It indicates that the call would be a good use of the prospect’s time and would provide insights about what other organizations are doing to safeguard their data.

Closing Statement 4

Peter, I know you have been busy wrapping up last fiscal year’s financial results. When you have time, I would love to hear about your strategic goals for this year and align on ways my firm and I could best support you in achieving them.

Would you be available for a 15-minute chat next week? Please let me know what day and time works best on your calendar.

What I like: This closing statement is brief and acknowledges that the CFO recipient has been unreachable due to other business priorities. The recipient wouldn’t feel guilty for not being responsive during their year-end activities. They would appreciate the opportunity to engage with someone interested in helping them meet their business goals, who isn’t just pitching products or services. The chat would likely be to schedule a more substantive meeting and not to try and close a deal when the decision maker is just “coming up for air.”

Closing Statement 5

Jane, let’s set a time next week to discuss the costs associated with moving forward with my proposal and those related to maintaining the status quo. You told me your organization is risk-averse.

I am confident you will agree–that, over time–the risks of not addressing this matter outweigh being proactive and investing in the proposed solution.

What I like: This closing statement uses what the prospect told the salesperson before to justify investing in a solution. One of the biggest sales obstacles wasn’t convincing customers to choose my solutions over a competitor’s but persuading them to change their current situation.

Closing Statement 6

Kristi, I understand you attended our recent webinar to:

Assess our products and services for an imminent project
Prepare for a project later this year
Gather information for your professional growth

Please let me know which scenario best describes your situation. I am happy to discuss the topics we covered in the webinar. We can also chat about other business challenges you and/or your organization face that my business might help you with.

What I like: As a sales rep, I often followed up with conference attendees who visited my booth or attended a webinar. If I limited the email to only the event’s topic, my response rate tended to be low. But when my email opened up the discussion to what the email recipient cared about most, it increased response rates dramatically and helped me uncover opportunities I would never have had otherwise.

Write Closing Statements that Don’t Close Doors

I always found my best sales email closing statements clearly stated what I wanted the recipient to do next and how they would benefit by meeting me to discuss their needs and goals.

After investing time and energy in writing personalized messages, prospect replies were my best way of measuring whether my emails were connecting with customers or if I needed to go back to the drawing board.

My best advice is to treat your closing statements as your best and last chance (for now) to spark a meaningful connection in the real world.