Champion letter: what is it and how to create it? Check out the ready-made follow-up template

Champion letter

Champion letter: the follow up champion


  1. What is the champion letter? And how it works?
  2. When is the right time to send a champion letter?
    • When the lead reaches the ideal score
    • When the proposal was sent
  3. How to make a really efficient champion letter?
  4. See a ready-made model of a champion letter

The champion letter is much more than a follow-up message to get an answer. It is an efficient, high-conversion model that serves to align the expectations of the company and the potential buyer. To be assertive in this mission, however, some strategies are needed.

The follow-up step is one of the most important in any company’s sales funnel. Sometimes the main one.

That’s because, after demonstrating your product or service and submitting a proposal, your team needs the customer’s responsibility.

You need to overcome this last hurdle to be able to actually define the sale. And that’s where, in many processes, the negotiation gets stuck.

It is at this moment that the so-called “champion letter” needs to come into play. After all, it’s critical to keep the lead warm. And constant contact is essential in this.

If your team is having a hard time making it through the follow up stage and a lot of proposals are being lost at this stage, then today’s article is perfect for you.

We’ll talk better about what champion letter is because it’s a high converting message.

Plus, of course, sharing actions that help you build one, as well as a ready-made template for you to build on.


Good reading!

What is champion letter? And how it works?

The champion letter is the high-conversion follow-up that delivers the greatest possible value to the companies’ sales process.

Its mission is clear: to bring out the information passed on to the potential customer and align expectations.

It is time for your sales team to clarify the terms of the deal, and how the product or service offered can help the prospect.

Therefore, it is essential to understand how the champion letter works. After all, it demands a lot of care when being written.

It is common to follow ready sales scripts to carry out the follow-up step. And in most businesses it makes sense.

But, if you are dealing with a large client, with larger amounts involved, then it is essential that you customize this message as much as possible.

It is necessary, of course, to follow a script – but only in terms of structuring. That’s because you will need to be aware of the peculiarities that only that customer has.

But, calm down: we’ll help you step by step later on.

When is the right time to send a champion letter?

In short, we can say that the champion letter will always be sent after some valuable interaction with the prospect.

That is, after a sales demonstration or a negotiation round, for example.

But there are more times when it can and should appear. And we’ve selected a few cases for you to understand better when sending a high converting message.

When the lead reaches the ideal score

Lead scoring is the score that your leads accumulate along the journey and that shows how interested – or not – they are in the solution that the company sells.

The champion letter can be sent at this time.

Thus, the marketing team – or even your SDR – can send an email marketing highlighting the customer’s pain  and introducing how the product offered meets those needs.

In the end, a CTA for an agenda with a consultant may be offered; or simply a question asking permission for a call.

When the proposal was sent

Demonstration done. Pains understood. Solution presented. The call ends. Your team submitted the commercial proposal. However: zero return.

Time to prepare that champion, killer email, to convert this prospect, still in doubt, into a real customer.

It’s like we talked about earlier. You need to summarize what was discussed, expose the main pains and the solution that the product offers.

Remember the chosen plan and its advantages, in addition to triggering mental triggers that reinforce the need to close sales as soon as possible.

How to make a really efficient champion letter?

An important characteristic of the champion letter is that it needs to be big. It’s a bigger email than what you’re used to sending, especially in the follow up stage.

It is quite difficult to get persuasive power in a few lines – although in many cases it is necessary to try.

The champion letter, in turn, needs to openly and in-depth the prospect’s business. That’s the focus. And not your product or service offered.

Sales copy techniques are important right now. After all, it’s time to be consultative, didactic. To show the problems and how, through your company, the solution is possible.

So don’t worry about size. Worry about the value this email will have.

Your team is analyzing the client’s business. And, well: who doesn’t care about their own business, right?

That’s the main point. Clear out the pains and challenges that the prospect has, and show yourself as the instrument for achieving the goals and objectives.

See a ready-made model of a champion letter

So far, did you understand the structure and importance of a champion letter?

So, how about seeing a ready-made template for you to get inspired and write your own for your main business opportunities.

Hi, [customer name] ! How are you?

First, I would like to thank you for our meeting.

It was very beneficial to be able to better understand their business, the challenges and also the objectives of [company name] .

I would like to highlight some points from our conversation:

  • [Here, highlight in items the main pains and needs that the client raised]

We agree, based on that, that your main challenge today is [cite the customer’s main problem].

Understanding the whole scenario today, we see that it is possible to overcome challenges with:

  • [Here, list product/service and the benefit each feature brings].

I see that we can evolve together with a solution and an offer that are ideal for both sides.

Our team is focused and with a locked agenda to start this implementation as soon as possible. [time to call urgently!]

For this reason, I reinforce the importance of our proposal and also the special condition that we have prepared

[Paste proposal link].

I also highlight the timing to close the deal. In this way, we will avoid that:

  • [List, in topics, the consequences that the client’s pains bring].

I’m available to talk if you still have any questions. If you want, you can call me via WhatsApp [insert number or direct link to WhatsApp].

Let’s build a future of growth together!

Big hug, success and even more!


Did you see? This email is targeted, exclusive and personalized for the customer’s pain.

It is thought about the needs they have and also triggers urgency so that the proposal is accepted as soon as possible.

Following this script and this ready-made template, your team will send an increasingly killer champion letter!

So, how can we help you?

If you have questions about the article or want to know how to send emails inside a CRM, feel free and: TALK TO A CONSULTANT.

Enjoy and read two articles that will help your team gain greater persuasion when negotiating with leads.

The first brings relevant sales techniques that help convert prospects into customers.

The second addresses lead management strategies in a more assertive way.

Good sales!


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