Boost your sales with our expert guide on crafting effective sales sequences. Learn best practices, optimal timing, and follow-up strategies. Download our proven sales sequence templates for outbound, inbound, tradeshow, and missed meetings to start closing more deals today!
Sending effective sales sequences can make all the difference in securing new clients and closing deals. However, it's important to approach this process strategically to ensure that your sales emails are both persuasive and respectful of your recipients' time and attention.
In this guide, we will outline the key best practices for crafting successful sales sequences, covering topics such as personalization, timing, content, and follow-up. Whether you're a seasoned sales professional or just starting out, the tips and strategies in this guide will help you craft sales sequences that get results. So let's dive in and start boosting your sales!
1. Keep it short and sweet: No one likes a long and rambling email, so get to the point quickly and concisely. Shorter emails are more likely to be read fully and can make a stronger impact by focusing on the essential message.
2. Use personalization to your advantage: Address the recipient by name and reference their specific interests or needs. Personalized emails create a connection and demonstrate that you have done your homework, which increases the chances of engagement. According to HubSpot, 66% of buyers prefer to be contacted via email, and 33% open emails based on the subject line alone.
3. Follow-up with persistence and patience: It takes roughly 8 touchpoints to convert a cold prospect into a lead. This means following up is crucial. However, each follow-up should offer new value or information to avoid appearing repetitive or desperate.
4. Provide value in every email: Share relevant and helpful information that speaks to the recipient's interests or needs. This shows that you understand their pain points and can offer solutions. Value-driven emails build trust and credibility.
5. Use a conversational tone: Write your emails as if you were having a conversation with the recipient. A friendly and approachable tone encourages engagement and makes your emails more relatable.
6. Include a clear call-to-action: Make it easy for the recipient to take the next step by including a clear call-to-action in every email. This can include adding a meeting link or asking a direct question to prompt a response.
7. Segment your audience: Divide your list of potential customers into different segments based on their level of interest, needs, or behavior. Tailoring your message to specific segments increases relevance and effectiveness.
8. Experiment with different subject lines: The subject line is the first thing recipients will see, so it needs to be clear, concise, and relevant to the content of the email. Testing different subject lines can help determine what works best for your audience. For instance, the subject line word count with the highest open rate is seven words at 46.2%.
9. Analyze your results and adjust your approach: Use data and analytics to measure the effectiveness of your email sequences. Adjust your strategy based on what the data shows to continually improve your results.
It's incredibly rare for a prospect to respond to a salesperson's first outreach attempt. This means that following up—and following up on your follow-ups—is crucial. According to HubSpot, response rates rise with each outreach attempt up to about eight touchpoints. After this, the law of diminishing returns applies, meaning a tenth touchpoint is not much more effective than an eighth.
Furthermore, 80% of sales require five follow-up calls after the initial contact, but 48% of salespeople never even make a single follow-up attempt. Persistence is key, but it's important to vary your messaging and provide new value with each contact to avoid appearing repetitive.
When should you make your attempts? Timing can significantly affect your connect rates. According to HubSpot, the best times to reach out are:
Most salespeople make their prospecting calls early in the morning and early in the week, but buyers are often busy planning their workload during these times. You'll have better success when the day is winding down, and the prospect has more bandwidth for an unexpected request.
Day 1: Research and connect with the prospect via LinkedIn.
Why: Building a connection on LinkedIn allows you to gather more information about the prospect and establish an initial point of contact.
Day 2: Send your first automated email.
Why: An introductory email sets the stage for your outreach, providing information about who you are and how you can help.
Day 4: Initial call to the prospect.
Why: A phone call can make a more personal impression and allow for real-time interaction and feedback.
Day 5: Send a value proposition email.
Why: Offering valuable content or insights can further demonstrate your expertise and the benefits of your product or service.
Day 6: Engage with the prospect on LinkedIn.
Why: Interacting with the prospect’s content keeps you on their radar without being intrusive.
Day 10: Send a competitor differentiator email.
Why: Highlighting how your offering stands out from the competition can address potential objections and clarify your unique value.
Day 15: Send a FOMO (Fear of Missing Out) email.
Why: Creating a sense of urgency can motivate prospects to act more quickly.
Day 16: Follow-up call referencing the FOMO email.
Why: Following up on the urgency created in the previous email can help close the deal.
Day 20: Send a breakup email.
Why: A final email acknowledging that you will stop reaching out can prompt a response from prospects who are interested but have been too busy to reply.
Day 25: Task to send contact back to marketing for nurturing.
Why: If the prospect does not engage, they can be placed back into a nurturing sequence for future opportunities.
Day 1: Research prospect & send connection request via LinkedIn.
Why: Understanding who the prospect is and connecting on LinkedIn establishes a professional rapport.
Day 1: Send an introduction email.
Why: Mentioning their inquiry shows responsiveness and provides a brief overview of what your company offers.
Day 2: Initial phone call to the prospect.
Why: Promptly following up with a call shows that you value their interest and are eager to assist.
Day 3: Send a company value proposition email.
Why: Highlighting your company's value helps reinforce the benefits they expressed interest in.
Day 5: Check if the LinkedIn connection is accepted, if so, interact/message.
Why: Engaging with them on LinkedIn keeps the conversation going and builds a stronger relationship.
Day 9: Send the third email with a company value proposition.
Why: Continued follow-up with valuable content ensures you remain top of mind.
Day 14: Send a FOMO email.
Why: Offering a compelling reason to act now can increase urgency.
Day 15: Final follow-up call.
Why: A final call can help close the loop on your outreach efforts.
Day 20: Send a breakup email.
Why: Letting them know you will stop reaching out can prompt a final decision.
Day 25: Task to send the lead back to marketing for nurturing.
Why: Unresponsive leads can still be valuable in future campaigns.
Day 1: Research prospect & send a LinkedIn connection request.
Why: Establishing a connection immediately after the meeting keeps the conversation going.
Day 2: Send a "quick hello" email.
Why: A brief email thanking them for their time shows appreciation and keeps the interaction warm.
Day 4: Send a follow-up email referencing the tradeshow.
Why: Reminding them of your conversation and offering additional information keeps you relevant.
Day 5: First call to tradeshow prospect.
Why: A follow-up call can reinforce your interest and provide an opportunity for a real conversation.
Day 6: Send an email referencing the call.
Why: Following up on the call with additional information can help solidify the relationship.
Day 10: Follow-up call to tradeshow prospect.
Why: Continued engagement shows persistence and interest in their needs.
Day 15: Send a final follow-up email.
Why: Providing additional value or information can help convert the prospect.
Day 20: Send a breakup email.
Why: Acknowledging that you will stop reaching out can prompt a final response.
Day 25: Task to send back to marketing for nurturing if no engagement.
Why: Keeping the prospect in the loop for future opportunities ensures no lead is left behind.
Day 1: Send an initial email acknowledging the missed meeting.
Why: A friendly reminder shows understanding and keeps the door open for rescheduling.
Day 2: Call contact/leave voicemail regarding the missed meeting.
Why: A voicemail adds a personal touch and reiterates your interest.
Day 3: Send a second email.
Why: Providing alternative times for rescheduling shows flexibility.
Day 5: Send a third email.
Why: Continued follow-up demonstrates persistence and commitment.
Day 6: Follow-up call.
Why: Another call attempt shows you are serious about connecting.
Day 7: Send a fourth email.
Why: Offering additional value or resources can help re-engage the prospect.
Day 11: Send a breakup email.
Why: A final email can prompt a response or leave the door open for future contact.
Day 16: Task to send back to marketing for nurturing if no engagement.
Why: Ensuring the prospect remains in the funnel for future opportunities.
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Implementing these best practices and sequences can help you create more effective and engaging sales emails that capture the attention of your prospects and build meaningful relationships that drive business success. If you’re ready to take your sales sequences to the next level, download our comprehensive templates for outbound, inbound, tradeshow, and missed meeting sequences.
By personalizing your approach, providing value, and being persistent yet patient in your follow-up efforts, you can significantly improve your chances of converting prospects into loyal customers. Good luck, and happy selling!
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