Good Morning. Software stocks tanked yesterday after Anthropic announced new AI tools, and now everyone's acting like their favorite SaaS products are about to go extinct. If you sell software for a living, this is either terrifying or just another Tuesday, depending on how many times you've already been told "AI is going to replace your product." Either way, we still have quota to hit this month. Now, let's get into today's Follow Up. (:
I’ve already tried this before! 🗣
Selling new products to old customers 🤝
The cold email that worked on Steve Jobs 👀
Sales jobs & a meme 😂
Sales Tip of The Day 💡
When a prospect says, “we’ve tried something like this before,” lean into it.
❌ “Yes, but this is different.”
✅ “Out of curiosity, what made the last attempt fail?”
You don’t need to defend your product or how it’s different right away.
You need to understand what went wrong when they tried before, so you can understand if it will work for them this time.
Sales Emails That Actually Work: 75 Templates Inside
Fed up with emails that vanish into the void? Our collection of 75 field-tested templates delivers what others just promise: responses. No fluff, no jargon – just emails prospects actually read and reply to.
You'll get:
25 first-touch templates that spark real conversations
30 follow-up templates that keep deals moving
20 break-up templates that preserve future opportunities
These aren't theoretical best practices. They're battle-tested messages used by successful sales teams to land meetings and close deals. Each template is designed for quick customization – swap in your details and start seeing results.
How Do You Sell a New Product to an Existing Customer?
Your company just launched a new product, and now it's time to sell it into your existing customer base.
Should be easy, right?
You already sold them once, and now you have a relationship.
Except most reps don't actually have a relationship, they just sold them something in the past.
I used to work with a rep who could call any of his customers and start a conversation about their weekend, their kids, or whatever project they were working on.
When the company launched a new product, he didn't have to "warm up" the account or write the perfect email. He just picked up the phone and said, "Hey, we built something I think you'd love."
Let’s talk about how you can do the same.
Start Building The Relationship Now (Even If There's No Product Launch)
If you haven't talked to your customers in months, start there.
You can't just reach out when you need something and expect it to work when the new product drops.
You need to build the habit of staying in touch. And it doesn't need to be complicated.
Pick 20-30 of your best accounts and set a monthly reminder.
That's it. Once a month, reach out to each one casually. Like a friend.
Something that shows you're actually paying attention:
Comment on a LinkedIn post they made
Send them a tweet or an article related to something they’re interested in.
Congratulate them on a company announcement
Ask how that project they were working on turned out
The goal is to stay present so you're not a stranger when it's time to pitch.
Make it a non-negotiable part of your weekly routine.
Every Friday, when everyone’s in a good mood, spend 30 minutes going through your top accounts. See what they've been posting. Check if their company made any announcements.
Find an excuse to reach out.
Use Your Champions To Open New Doors
Even if you have an amazing relationship with the Director of Sales, selling a new product to their VP of Marketing is basically starting from scratch.
Different stakeholders = different relationships.
Here's the hack: Get your champion to do the heavy lifting for you.
Instead of cold emailing the VP of Marketing, ask your champion for an intro. But don't make them work for it.
Write the intro email for them.
Literally draft it and send it over: "Hey, I wrote this intro email for you below. If you're cool with it, just copy/paste and send it to [VP of Marketing]. Feel free to add your spin."
Most people are happy to make intros (especially if they like you), they just don't want to think about how to word it. So, do the work for them.
The email should be simple: "I've been working with Bob for the past year and he’s been great. He just told me about [New Product] and I think it could help with [specific problem your team has]. Worth a conversation if you have 15 minutes."
When the VP gets that intro from someone they trust, it changes everything.
Start Way Earlier Than You Think
If your company is launching a new product in Q3, you don’t want to be building relationships at the end of Q2.
By then, it's too late. Customers can tell you're only reaching out because you need something.
Start as early as you can. Ideally, more than 6 months before the product launches.
That gives you time to have real conversations. To build actual rapport. To become someone they know (that’s not just trying to sell them something).
And here's some secret sauce: Tease the product before it's ready. Make them feel like they’re getting insider info they shouldn’t have access to.
"I probably shouldn’t be sharing this, but we're working on something I think could be really helpful for what you mentioned about [xyz challenge]. Still in development, but I'll keep you posted."
Now, when the product actually launches, you're following up on something they're already expecting to hear about, and they feel invested in.
Have you ever had to sell a new product into your existing customer base?
