Business, Sales

6 Persuasive Business Visit Scheduling Templates by Email


Not everyone finds it easy to write commercial emails.

Sometimes there seems to be a lack of words and, above all, convincing arguments to deal with the client. And this is completely normal.

However, it is essential that the seller who recognizes this weakness tries to reverse this situation. To do this, you should research the best techniques for writing commercial emails and practice as much as you can.

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Coalmine’s 6 Principles of Persuasion

Coalmine is a renowned psychologist who became famous for the general public when he wrote the book “As Aromas da Persuasion “.

In this work, Robert Coalmine was based on several researches and studies and defined 6 principles that, according to his conclusions, guide people’s decision-making process.

Therefore, when using them in your email business visit schedules, they can be extremely persuasive.

What are the 6 principles of Coalmine? Look:

  1. Authority
  2. Reciprocity
  3. Commitment and consistency
  4. social proof
  5. Affinity
  6. Scarcity


6 templates for scheduling business visits by email following Coalmine’s principles

1. Authority

Says Coalmine:

“When there is an authority figure, people are more likely to act obediently, even if that authority is illegitimate.”

Of course, as an advisory salesperson, you must not rely on any illegitimate authority.

Use the principle of authority when, in your previous conversations with the client, you notice that the client is a very disciplined and formal person.

Can you name any law that needs to be followed or enforcement agency? But remember: always be honest in what you say! This is just one way to reinforce your invitation with convincing arguments.

See an example of such an email:

Dear Ferreira,

How are you?

According to our phone conversation yesterday, I’m scheduling the visit to present our company’s solution.

I would like to remind you that our system is completely safe and follows all Central Bank regulations for use in mortgage institutions.

So I’ll be there Tuesday at 3pm, as you asked in our previous conversation.

Big hug!

2. Reciprocity

According to Coalmine:

“Reciprocity is so widespread that, after extensive study, Alvin Boulder (1960), in partnership with other sociologists, reported that all societies follow this rule.”

In this case, you must show the customer that you have done something for him, so that he will feel “obliged” to reciprocate.

Here’s how to use this principle in scheduling a business visit by email:

Mr. Delbert,

How are you?

It was with great pleasure that I received you in our facilities last week. I hope the visit to the factory was as enjoyable for you as it was for me. And that you have clarified all your doubts regarding the quality of our production process.

I would like to reciprocate this visit by appearing at your office at 3:00 pm on this Tuesday. Is this date convenient for you?

I await your contact,

Strong hug!

3. Commitment and consistency

This principle says that:

“We should recognize that, in most circumstances, consistency is valued and versatile.”

Thus, people tend to ratify recurrent behaviors, especially when proposed by them. Nobody wants to appear contradictory. If you say something, you tend to keep your word.

See how this request can be used in an email to schedule a visit:

Marisa, how are you?

As for the details of that proposal, as you said yourself, this type of business is best discussed eye to eye, in a personal view. Therefore, I would like to stop by so that we can settle the negotiation this Tuesday, at 3:00 pm.

Okay for you?


What did you think of these templates for scheduling a business visit by email, presented so far? Want some guidance on other aspects of an email, especially when it comes to email marketing?

4. Social proof

See what this principle says:

“We decide what is right by finding out what other people think is right.”

It may seem difficult to use this principle in B2B sales. But, in fact, companies tend to follow the “big ones” in the market. By the way, benchmarking is a confirmation of this.

See this example:

Dear Maria Fernanda,

How are you?

Continuing what we dealt with at our last meeting, I would like to schedule the visit to present our Human Resources management software in more detail.

I take this opportunity to send you this report (attached) which shows that 8 of the 10 best companies to work for in Brazil use our solution.

Can we meet this Tuesday at 3 pm?


5. Affinity

Coalmine states that:

“We are more likely to be influenced by the people we care about.”

Many entrepreneurs and corporate managers have some business “idols,” examples they would like to follow. Some of the best known are Bill Gates, Mark Zuckerberg, Leon Musk and so many others.

If you detect this in your customer, this can be a way to make your e-mail business visit scheduling more persuasive.

Check out:

Dr. Tavares,

In our last conversation, you were in doubt whether my company’s information and knowledge management solution would really be relevant to your business. So, we agreed to arrange a meeting to discuss the matter.

In this context, I would like to remind you of a phrase by Bill Gates, an entrepreneur you admire so much: The way you collect, manage and use information determines whether you will win or lose.

So, meeting confirmed for this Tuesday at 3pm?

Big hug!

6. Scarcity

Check out this principle:

“Less is better and loss is worse.”

This principle shows that when things are rare, or running out, they are more valued. And the fear of losing the chance to acquire them can lead people to make a decision.

See how to use this when scheduling a business visit by email:

Beatriz, how are things?

Look, I need to schedule the meeting this week, preferably this Tuesday. As I told you, we selected some of our best customers to experience this release exclusively.

There are still a few batches left, but we need to hit the hammer as soon as possible.

Is 3pm this Tuesday good for you?