“I love these emails, because it keeps the whole company in the loop on significant new sales, and most importantly provides an opportunity for sales to thank everyone who was involved in the win.” – Scott Ingram in today’s Tip 1529
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today I wanted to share a great cultural practice that I picked up years ago at Bazaarvoice that I’ve brought over to my current organization. It’s a How The Deal Was Done email, or HTDWD.
These emails are sent to everyone in the company to celebrate new wins above a certain size and all new customers. I love these emails, because it keeps the whole company in the loop on significant new sales, and most importantly provides an opportunity for sales to thank everyone who was involved in the win.
The structure I typically use looks something like this. They start with the customer’s logo and a little bit about them. It talks a little bit about what was sold and the dollar value of the deal. From there it talks about the reasons why we won and then moves on to the all-important thank you section where you can give a shoutout to everyone who contributed to the close.
For me, this is the real point of these emails. It’s all about recognizing your teammates with specific callouts as to their contributions and inevitably there are a few people who went above and beyond who get special praise.
In the How The Deal Was Done email I sent this week I had to massively thank our inside council who on at least a half dozen occasions turned around redlines within hours and literally saved me weeks in this particular deal.
Then the last component is what’s next, and this is an opportunity to talk about what can happen next if we deliver successfully and sometimes I’ll use this section to give a nod to my team members who are now coming into the picture to help onboard the new customer.
It’s an amazing practice that I’d recommend to anyone, especially those in small to midsize organizations. It keeps sales from being a blackhole and helps everyone feel like they’re a part of the team.
For a simple template, just click over to and I’ll have one for you there. Once you’ve clicked over there, be sure to tell a friend about the podcast and then come right back for another great sales tip. Thanks for listening!
Subject: #HTDWD – [Customer Name]
Who: [High-level overview of the customer]
Project/Deal Specifics: [Details around the deal components, what products were sold, etc.]
Deal Value: [Dollar value of the deal. ARR/MRR, etc.]
Why We Won: [Details on why you ultimately won the business]
Thank You to those who contributed to the win: [List individuals by name and describe their specific contributions]
What’s Next: [Details about future opportunities and shoutouts to implementation/onboarding team members who will be taking the lead if appropriate or known]