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How to End an Email to a Potential Client (15+ Scripts Included)

By Robert Williams | Last Updated: August 31, 2020

A few years ago I was in a dry spell that revealed a hidden treasure in my business. I was sending client repellent in emails. Constantly. I first notice this phrase at the end of a sales call. I couldn’t help but spew it out:

“Let me know how I can help on this.”

Then I started to notice I was saying this everywhere. At the end of almost all of my emails, especially:

At first, it didn’t seem so bad. I thought I was being helpful. I thought I was letting clients dictate and “let me know” what they wanted.

But the truth was it ensured clients would stop responding to my emails every time I used it.

I thought about this for a while. Then I realized the reason. I was giving more work to them when I asked them to “let me know”.

After all, my clients were busy people and deciding what to do next was one of the most important parts of my job as a freelancer. It’s what I wanted to be paid for.

So asking clients to “let me know” how I could help, was completely unprofessional.

How to end an email to a client professionally

Once I realized my mistake, I began testing the complete opposite approach. For weeks, every time I opened up my email I put a solution at the end of my email.

Every email. I even pretended I was a doctor prescribing remedies.

And at first, it felt wrong. I felt like I was barking orders and bossing my clients around. It was scary. But slowly I noticed a change. Clients were responding to my emails. Prospects were chirping back.

My business transformed by simply making it my responsibility to suggest the next step.

This set the tone that my time was valuable and it proved I was a professional capable of making the right decisions instead of just claiming I could.


It sounds simple, but in practice prescribing a solution can be tough. So here are some alternatives you can use to “let me know” that will ensure you make it easy to reply:

Getting new work:

Here’s what I recommend: x.

Send me a thumbs up and I can get started.

Getting more information:

I’d like to send you a few followup questions I had about this – is that ok?

Setting up a meeting:

Does Friday at X work? If not, how’s Tuesday at X?

For busy clients, when an email is getting long:

Send me a thumbs up and I’ll send you more info.

Nudging current clients:

It seems like you might need help on this. Are you waiting on something? If not, I’ll reach out on X.

Asking for a meeting:

Is a conversation timely for this? If not, I will follow up on X.

Finding the best person to contact:

Are you the right person to speak to about the project? If not, please send me the contact info for the best person to contact.

Gauging a prospective client’s interest:

I’d like to send over some ideas for the project. But first I want to make sure you’re interested – is it okay if I send some ideas for how I can help?

These are just examples, but each one of these email lines show that you don’t have to be micro-managed. 

They exhibit that you are willing to take work away from the client by deciding what should happen next.

Whether it’s a project, a job, or something else you’re emailing about, demonstrating you know how to end an email this way is going to pay off big time.

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The formula

Now the email lines above work really well but sometimes you’ll want to create something from scratch for your situation. If you’re like most people, you’ll get to the end of your email and write something like this:

“I’m not sure if you may be interested in something like this, but if you are feel free to let me know what you would like to do.”

This does you no good. So how do you write a better end to your email for your situation?

Here’s a simple two-step formula:

If you’re contacting a potential client, that means you include how to move forward assuming they’re interested.

“I’d like to discuss the details, sometime this week, if you are interested. If so, would it be okay if I sent you a few ideas on how I could help?”

The only goal is to get a reply. Your email should take seconds to reply to.

Tip: if they can say “sounds good” to your email, you’re probably on the right track.

What to do next

This approach will result in a big increase in response rate. I found clients naturally wanted to work with me when I took this approach. In the coming weeks you’re going to notice yourself ending a lot of emails with let me know. Sorry about that. This folly cannot be unseen. However, you’re also going to notice something else.

You will have a super power.

By taking responsibility and providing a next step in all of your emails you will have total control of your future. You will no longer leave things up to chance. The next step is to increase the amount of clients in your network. To do that check out get my free cold email CTA swipe file with proven 10 email templates that will double your response rate.

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