👋 Today, we’re getting into the small email habits that 4x deal close rates.

Not too good to be true aside, let’s dive in! 🚀

6 tweaks to 4x your sponsorship close rate

📖 Same pipeline, 4x the deals

Most of us treat "book the call" as a single step. Send the request, wait, hope. If they don't bite, mark it cold and move on.

Initial ‘lead’ stage is suuupper important, and any changes here have compounding affects to revenue.

Those who consistently get on calls are chads. Chads who close more, easier.

None of this is ground breaking. It's the bit between "sounds interesting" and "great call" that most reps drop.

🎯 The 6 tweaks

🔎 Suggest multiple times

Stop sending "let me know what works." It dumps all the cognitive load on the buyer, and busy buyers default to inaction.

Send 2+ specific time windows instead. They pick one, counter with their own, or, worst case, ignore. The difference between "let me know" and "here are three windows" is huge, and it costs you the same five seconds of typing.

My favourite way is ‘4 or 5 EST works any day next week, when works for you?’

In one super concise sentence, you’ve suggested 10 times.

Same effort. Way more calls.

🔎 Use the meeting link

Calendly, HubSpot, whatever you've got. The back-and-forth IS the friction.

Without a meeting link you can burn four or five emails (and precious time) before a call is actually on the calendar.

Some people protest that meeting links are rude. That’s fine. I disagree.

When I actually want to book a call, it’s quicker and easier for me to click a button, then it is to reply with a time, then agree, then find a new one if that didn’t work. Yuck.

Grow up.

Use meeting links.

🔎 Drop in a placeholder

This one comes with a caveat. It’s controverisial, but it can work well without being a d**k.

Throwing a placeholder invite into a cold prospect's inbox is wrong, weird, and they bounce.

But once you've got a genuine rapport and clear interest, a placeholder is good. It locks the intent in their calendar. They're far more likely to keep it than to reply to yet another follow-up email asking the same question.

Every email is a junction at which they can drop off.

Do soften the move with the accompanying email. Something like:

🔎 Don't give up

I know. Cliche.

But it's a cliche because most reps drop the chase after one or two emails, and most calls actually get booked on touch 4, 5, or 6.

I once close a $12k deal for an AI newsletter that took 14 unanswered follow-ups over a few months. Fourteen.

Most people would have written that one off three times over. It closed because someone on our team just kept politely showing up.

If you're stopping at two, you're leaving a chunk of bookable calls (and revenue) on the table.

🔎 Keep your circle-backs organised

"Slammed this month" almost never means never. It means circle back in 2 to 5 weeks, when their priorities have shifted and yours have stayed top of mind.

Same with the ghosts. The prospects who ignored you in March often have budget in Q3.

Booking lots of doesn’t need a photographic memory, it needs a good system. Tasks in HubSpot, reminders in Notion, recurring queues, whatever.

Just learn how to prioritise the genuine waste-of-time conversations.

Always cavaets. Sorry.

🔎 Give them a REASON

"Quick chat" is the worst CTA in B2B. So is "would love to grab 15 minutes."

What works: offering something specific that only a call can deliver. Insights from a similar campaign that just wrapped up. A bespoke media plan you can't paste into an email. A great campaign idea. Pricing built around their actual goal, not your rate card.

Trade their time for value. Time is valuable after all.

P.S. Need help selling more sponsorships? My agency Ad Sales as a Service helps new media companies do just that.