For salespeople, closing the sale is a huge milestone, and usually, it comes with some information that you need to send to the prospect as well as a handover to the internal team to let them know about the new customer. Adding some automation upon a closed sale helps with consistency across customers and between multiple salespeople at your company. Your internal team will also love the consistency and repeatability that the automation will bring.

Step 1: Define the Best Welcome Email

“What’s the best stuff to send to a brand new client?”

A lot of companies haven’t taken this step, or haven’t thought about it recently. Most companies would benefit from building at least 1 really great “welcome” email. Here are some practical things to send over in your “welcome” email to the client:

1. Thank you!

Don’t forget this part! In your thank you, you may want to reiterate your top USP’s (Unique Selling Propositions) to remind the customer why they purchased. Some customers get buyers regret VERY fast, so a re-iteration on why your company rocks can help reassure them.

2. Intake Form

Some companies need a lot of information from new customers and have developed intake forms or new client questionnaires. Including this in your welcome email template helps keep it consistent. Try to host the file or form on your website so that you can link to it from the email. This way, you can use FunnelFLARE to see if they even clicked on the link yet and if they didn’t, you can bug them.

3. Appointment Scheduler

Big projects typically need a kickoff meeting. If you include a link to your appointment scheduler and set expectations on when the meeting should happen, you can keep the momentum of the sale moving.

4. 1st-week email follow up (if required)

If you asked too much in the first email and needed to break it up into a second email, you could send one after a week. In this email, you can:

Ask for feedback: 1 week in can be a good time to see how things are going and make sure your team is hitting expectations with the client

Ask for a referral: “Are there any other businesses you know of that could use our services/products?”

Ask for a review: Most companies need reviews online. Now’s a great time to ask for that review because the customer still has the reason why they chose you top of mind.

Internal Communications

Now that we’ve taken care of the customer, we might want to let the team know about the sale. Here are a few automation possibilities you might want to consider:

  • Notifying the team of the sale and details. You can include the customer’s name/phone number/email so that your project manager or account management team can jump right in.
  • Send an email to accounting so they can plan out invoicing
  • Send a message to the sales manager with the organization name and deal value.

If you use an instant messaging platform like Slack for your internal communications, you could even use Zapier to send a Slack message instead of emails.


Of course, this is all stuff that sales should be doing anyways, but they’re easy to forget. By systemizing and automating these processes, we can increase consistency. While it’s a system, don’t forget to optimize messaging over time, it shouldn’t just be a “set it and forget it”. By tweaking your messaging and timing, you’ll build a consistently great experience that’ll impress your new clients and make it easier for your internal teams to support those clients.