Most deals don’t die because the product was wrong.
They die after a good call.
The demo went well.
Everyone nodded.
Next steps sounded clear.
Then the follow-up email goes out.
It’s a recap.
The problem with recap emails
Recap emails feel responsible.
They summarize what happened.
They list features discussed.
They thank everyone for their time.
They also do one thing very well.
They let the deal drift.
A recap email documents a conversation.
It doesn’t advance a decision.
What a decision email is designed to do
A decision email has one job.
Force momentum.
Every decision email should produce one of three outcomes:
Yes, let’s move forward
No, this isn’t a fit
A clear next step with a date and owner
Anything else is stall disguised as politeness.
The shift that changes everything
The difference isn’t tone.
It’s intent.
A recap email says:
“Here’s what we talked about.”
A decision email says:
“Here’s what needs to happen next.”
That shift alone eliminates most ghosting.
The Decision Email framework (high level)
Every effective decision email follows the same structure.
No fluff. No creativity contest.
Their problem in their words
You prove you listened. You anchor the “why.”Your recommendation
One path forward. Not six options.2–3 questions that move the deal
Decision process. Timeline. Risk.A mutual plan with dates and owners
This is where momentum lives.A next meeting or a clear trigger
If there’s no next step, the deal isn’t real.
This isn’t theory.
It’s how deals actually move.
Why this works
Decision emails do three things recap emails never do:
They create clarity
They surface blockers early
They make inaction visible
Most buyers don’t ghost intentionally.
They drift because no one forces a decision.
You can.
The Decision Email Playbook
What a Decision Email Is
A Decision Email is a post-call message designed to produce one of three outcomes:
Yes. Move forward.
No. Disqualify cleanly.
A next step with a date and owner. Reduce drift.
A recap email documents.
A decision email advances.
1) When to Send It
Send a Decision Email after any call that includes evaluation, stakeholders, or next steps, including:
Discovery calls where they admit a real problem
Demo or solution review
Pricing or packaging conversations
Stakeholder alignment calls
“We need to think about it” calls
Timing rule: Send within 60 minutes of the meeting ending.
2) The 5-Block Structure (Non-Negotiable)
Block A: Subject Line
Pick one:
Next steps for [Project / Outcome]
Mutual plan for [Outcome]
Decision path: [Outcome]
Confirming: [Outcome] + next steps
Keep it boring. Clear beats clever.
Block B: Their Problem in Their Words
You’re proving you listened. Use their language.
Format:
You said: “_____”
The impact is: _____
The trigger is: _____ (why now)
Example:
You said the team is losing deals because follow-up is inconsistent and CRM activity is unreliable.
The impact is forecast misses and slow ramp.
You want a fix before next quarter planning.
Note: Use their exact words when possible. Nothing is more powerful than bringing their own pain back into the evaluation.
Block C: Your Recommendation (Not 6 Options)
Pick one recommendation.
You may include a second only if it’s truly different.
Format:
Recommendation: _____
Why: 2 bullets max
What success looks like: 1 sentence
Rule: If you can’t recommend, you don’t understand the problem yet.
Block D: 2–3 Questions That Move the Deal
These are decision-forcing questions, not curiosity questions.
Decision process
Who signs off, and what are the criteria?
What has to be true for you to say yes?
Timeline
What date are you aiming to have this live by?
What happens if this slips 30 days?
Risk or blockers
What would make you pause or not move forward?
What’s the biggest internal concern you expect?
Competition or alternatives
What are you comparing us against?
If you do nothing, what will you do instead?
Block E: Mutual Plan (Dates + Owners) and the Next Meeting
This is the heart of the Decision Email.
Format:
By [date]: [Owner] will [action]
By [date]: [Owner] will [action]
Next meeting: [date/time] or Trigger: _____
If they won’t book the next meeting, set a clear trigger:
If you confirm the stakeholder list by Friday, I’ll send times for next week.
3) Internal Checklist Before You Hit Send
Must-Haves
One clear recommendation
Exactly 2–3 move-the-deal questions
At least 2 mutual-plan steps
Next meeting booked or trigger stated
Written so it can be forwarded internally
Must-Nots
No long narrative
No feature dump
No 6 options
No “let me know what you think”
No “checking in”
4) Copy / Paste Templates
Template 1: Standard Decision Email (SaaS / Services)
Subject: Next steps for [Outcome]
Hi [Name],
Thanks again for today.
What I heard (your words):
“[Pain in their words]”
Impact: [cost, risk, time]
Why now: [trigger]
My recommendation:
Proceed with [Plan].
Why:
[Reason 1 tied to pain]
[Reason 2 tied to timeline or risk]
Quick questions to confirm the decision path:
[Decision process question]
[Timeline question]
[Risk or blocker question]
Mutual plan:
By [date], you will: [action]
By [date], we will: [action]
Next step: [meeting date/time] or Trigger: [what must happen first]
If that matches your understanding, reply “Yes” and I’ll hold the next step on the calendar.
Best,
[Your name]
Template 2: No Next Meeting Booked
Subject: Decision path for [Outcome]
Hi [Name],
Here’s the decision path based on today.
What I heard:
[1–2 lines]
Recommendation:
[1 line]
To move forward, I need:
[Stakeholders or criteria]
[Timeline]
[Blockers]
Trigger to schedule next step:
If you confirm [X] by [date], I’ll send three times for [day range] for the stakeholder review.
Best,
[Your name]
Template 3: Staffing Version (Client Side)
Subject: Next steps to fill [Role] for [Shift / Location]
Hi [Name],
Quick alignment after today.
What I heard:
Role: [title], [shift], [location]
Must-haves: [top 3]
Dealbreakers: [top 1–2]
Target start: [date] because [reason]
My recommendation:
We submit a slate of [#] by [date], then run interviews [day], with a start date of [date].
Questions to confirm decision path:
Who makes the final yes or no on candidates?
What are the pass or fail criteria in the interview?
If we send three strong options, how fast can we decide?
Mutual plan:
By [date], you will: confirm pay rate and interview windows
By [date], we will: submit [#] screened candidates with scorecards
Next step: hold [date/time] for interview scheduling
Best,
[Your name]
5) Sales Leaders: How to Make Reps Actually Do This
Start With One Rule
Every rep sends a Decision Email for:
Every demo
Every proposal
Every req intake call
QA With a 10-Point Score
Give one point each:
Subject line is clear
Pain in their words included
Impact stated
Trigger stated
One recommendation
No feature dump
2–3 move-the-deal questions
Mutual plan has dates
Mutual plan has owners
Next meeting or trigger
Score under 8 gets rewritten.
Save the best 10 decision emails by stage:
Discovery
Demo
Pricing
Legal
Staffing req intake
Staffing slate submission
Reps learn faster by copying great ones.What a Decision Email Is
A Decision Email is a post-call message designed to produce one of three outcomes:
Yes. Move forward.
No. Disqualify cleanly.
A next step with a date and owner. Reduce drift.
A recap email documents.
A decision email advances.
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