How to reply to an email saying they went with a competitor

Updated November 12, 2026

Reply within a day, graciously and briefly. Thank them for considering you, congratulate them on their decision, and ask one question about why they chose the other option, if they are willing. Do not argue or pitch again. How you handle a no is remembered, and these prospects often return when plans change.

Reply

Within 1 day. A gracious reply is noticed, and it is the best moment to ask for honest feedback while the decision is fresh.

What your reply should say

1. Thank them for the time they spent and for telling you the decision.
2. Wish them well with their choice, and mean it.
3. Ask one optional question about what decided it, or what you could improve.
4. Say you are happy to help in the future, and leave it there.

3 replies you can copy

Pick the one that matches what you want to say, copy it, and change everything in [brackets].

Hi [Name],

Thank you for letting me know, and for considering [your company]. I appreciate the time you spent with us.

I wish you every success with [competitor or the new solution]. If your needs change in future, please reach out and I will be glad to help.

Best wishes,
[Your name]

Hi [Name],

Thank you for telling me, and for considering us. I understand.

If you are willing, I would value one piece of honest feedback: what made the difference in your decision, such as price, features, or timing? Anything you say will help us improve, and a one-line answer is plenty.

Either way, I wish you well.

Best,
[Your name]

Hi [Name],

Thanks for the update. I appreciate you taking the time to write.

I hope it goes well with [choice]. If anything changes, such as a contract renewal or a new need, I would be happy to talk again. May I check in around [month]?

Wishing you the best,
[Your name]

Already late? Send this instead

For when you are a week late or more. Own the delay in one line, then do the job.

Hi [Name],

Sorry for the late reply. Thank you for letting me know about your decision, and for the time you gave us.

I wish you the best with [choice]. If you ever want a second opinion or a different option, I would be glad to help.

Thanks again.

[Your name]

Mistakes to avoid

• Arguing that they made the wrong choice or listing what the competitor lacks.
• Offering a last-minute discount after the decision. It looks desperate and may not work.
• Replying with silence or irritation. They may buy from you next time.
• Asking for a long explanation. One short question is enough.

Questions people ask

Is it okay to ask why they chose someone else?

Yes, if you ask politely and make it optional. Keep it to one question. Some will answer, some will not. Use any feedback to improve your offer, and do not argue with it. Thank them even if the answer is hard to hear.

Should I ask to stay in touch?

A light request is fine, such as asking if you can check in around a date. Do not add them to a mailing list without asking. If they say no, respect it. People often return when a contract ends or their needs change.

More reply guides

• How to reply to a contract sent for your review
• How to reply to a cold sales email
• How to reply to a vendor's follow-up email
• How to reply to a partnership proposal email
• How to reply to a coffee chat request
• How to reply to an invitation to speak at an event

How this page was made

Written by Westward, who make Orbit, as starting points you edit before sending. The replies use placeholders, not real people or real mail. Nothing here is legal, tax or medical advice; for contracts, money or health, check the document or ask a professional. All reply guides.