- Our Expertise
- Our Services
- Growth Strategies
- Chief Growth Officers
- Expert Sessions
Having a well-defined sales sequence is crucial for the success of any sales team. By setting up standard operating procedures and carefully planning each step of the process, sales teams can effectively convert leads into potential customers. However, creating an effective sales sequence requires careful consideration and attention to detail.
One important aspect of a successful sales sequence is the use of automated tasks and communications. By using tools like email, call reminders, and notes, sales teams can streamline their outreach and ensure that they are consistently following up with leads. This can help to avoid common pitfalls like forgetting to follow up or losing track of important information.
Another key element of a successful sales sequence is the ability to adapt to different lead sources and customer needs. Different leads may require different approaches, and it's important for sales teams to be flexible and adaptable in order to maximize their chances of success. By being prepared for any situation and having the right tools at their disposal, sales teams can effectively convert leads into customers.
A well-defined sales sequence is essential for the success of any sales team. By carefully planning each step of the process and using automated tasks and communications, sales teams can effectively convert leads into customers and achieve their goals.
It's important to tailor your Sales sequence to the specific needs of your audience. By understanding the pain points that your product or service solves and the reasons why your audience would need it, you can create targeted and effective email campaigns that convert leads into potential customers.
Here are some key points to consider when creating your Sales sequence:
An email is a form of marketing, and you are a marketer for your company and product. Knowing your audience and purpose allows you to focus on the intention behind each email and sequence. It also provides for personalization so you can hit the touch points that specific audiences will connect with. Each section of your sequence should not be isolated from the others. Each should complement each other and set up a theme for that sequence. It should be like telling a story versus individual statements.
Knowing whether you are trying to sell a product directly, get them to subscribe to a newsletter, or refer a friend or family member, the purpose and intent behind your emails are the name of the game. Never waste an opportunity to continue establishing rapport. Strangers will tend to react differently than well-established followers or fans when receiving niche emails about you and your services. Adding content that helps build trust is very important. Testimonials will help your audience connect to your emails’ content and is a high social proof of what your company is capable of doing.
If you know your audience, then timing when to send specific email sequences will be vital for a successful email marketing campaign.
Optimizing your Sales Sequence can help you achieve better results. Here are a few key points to consider:
Here are a few to keep in mind:Welcome sequences
Every relationship starts somewhere, and with Welcome sequences, we try to build one from the ground up. It’s important to share about yourself and what you are looking to offer in value.Nurturing sequence
This is a series of emails that build value with each email and begin to move the subscriber along the customer journey. Unlike the other types of sequences, this one intentionally takes its time and adds value to the previous emails sent in the sequence.Engagement sequence
This sequence builds off of previous sequences with added calls to action or activities suggested for your audience to complete independently.Conversion Sequence
At its natural progression, this sequence is asking for the sale from your audience. You have already established a relationship and continued to add valuable information that they are already starting to work on. Now it is time for them to take serious action in most cases with a purchase.Follow-up Sequence
A customer should remain engaged even after purchasing. This sequence continues the relationship by thanking them for taking part in your services and leaves them with additional value that they can continue using. This also creates an opportunity to share other potential services and offerings that would supplement their recent purchase.
If a person visits your website and provides their email, it is an opportunity to share value. Call out problems that your customers have, empathize with them that you've also been in similar situations, and share how your product or service will help solve those problems.
One thing you want to be sure of is the pacing at which your emails are being sent out. The worst thing you can do is come off as SPAM and lose any chance of a relationship with some of those contacts ever again. Ask yourself if you were to receive this email from someone else, how would it make you feel?
A sequence could be looked at in a few different ways from the basic text, or a mix of imagery and text, or a fully functioning HTML formatted email. Depending on what part of the sales process, the email is sent to dictate the format needed. Imagine an email onboarding sequence versus a contract renewal sequence, the more you know the intent, the better the choices in words and imagery.
Here is an example by Samantha from ActiveCampaign of a Welcome Email sequence:
Emails alone can carry high value for your subscribers. Taking the time to mail over materials and to reach out by phone will exponentially increase the chances of conversions. It is important that with each step it is personalized to the client to be more impactful. It also will help you stand out amongst any competitors.
When creating sequences, you will be adding additional tasks or follow-ups that are physical versus just an email. This is referred to as Grounding, which is a technique that helps keep someone in the present. So imagine a personalized gift sent by you to the client. After receiving it, anytime, they see that gift or something like that gift they will think of you, which is the type of impression you want to leave on them with such a gesture.
“A Soap Opera Sequence is typically a series of 5 emails that are sent out over the course of 5 days to an email subscriber initially upon subscribing. It tells an emotional story similar to a tv soap opera but for emails with the purpose of warming up a lead to eventually sell a product.” David Sandy
Here’s typically what the 5-day email sequence looks like:
Day #1: Sets The Stage
This first email will set up the expectations for what the subscriber will experience with the next set of emails. One of those expectations is to share something super valuable and might even call it a secret. You will describe how the secret positively affected you then you will convey how excited you are to share what that secret is soon and then cut the email short with a teaser.
Day #2: High Drama, Backstory, Wall
Now catch your reader's attention with a severe dilemma or backstory with high drama involving you and your business. Perhaps even something devastating enough to almost fail the business. You end it with the revelation that you somehow saved the day and that you’ll explain how in the next emails to come.
Day #3: Epiphany, The One Thing
This email will be the big reveal as to what it was that you did to ultimately save the day. Reveal a technique or set of resources to share with your reader and how you came about the solution. Be sure to also promise other tips and solutions that they will benefit from in your next emails.
Day #4: Hidden Benefits
This email will explain your products and services that came out of the solution or secret from your previous email. Don’t go too deep in how you got from point A to point B but that your products or services were serendipitous to what you figured out to save the day.
Day #5: Urgency Call To Action (CTA)
Each email will have a CTA for them to continue reading up to this email. Now is the direct Close and Ask for the sale that would motivate them to act now rather than later. Create a sense of urgency to take advantage of your services or products while it lasts.
No matter what type of sequence you create, it is always essential to have a Call To Action in every email. Whether in the form of a question or recommendation, it should be clear to the reader what you are requesting.
A Call to Action (CTA) is an essential part of a sequence because it gives your audience something to do. It confirms that they are engaged and allows them to take action based on the material you have written. This can help qualify them as active prospects.
Here are a few examples of Call to Actions:
By including a CTA in your sequence, you can help your audience take the next step and engage with your content. This can lead to better results for your business.
Sales Sequences can help increase open rates from Cold starts. A cold start is when you send an email to a contact's email address without any prior interaction. This means that the recipient is a stranger to your company and what you do.
Here are a few key points to consider when sending a cold email:
By following these tips, you can improve your cold email success rate and increase engagement with your content.
As you have learned, a successful sales campaign requires a lot of planning and effort. If you are ready to start creating your own sales campaign, we are here to help. We offer expert guidance and support to help you learn new tools and techniques, and to scale your business as it grows.
If you would like to receive expert help, click on the link below to book a free consultation. Our goal is to help you succeed, and we are here to support you on your journey. Talk to a sales expert at gardenpatch today and start achieving your goals.
These Stories on Email Marketing