How To Build A Sales Sequence?

Trying to build a powerful sales strategy? Then you need a well-organized sales sequence. It involves strategic interactions that guide prospects through the sales funnel, boosting conversions and driving business growth.

What is a sales sequence?

A sales sequence is a planned series of touchpoints designed to engage potential clients and lead them through the sales process. It includes emails, calls, social media messages, etc. tailored to nurture leads and close the sale. You can create sequences using sales automation platforms like Snov.io.

How to build a winning B2B sales sequence?

This guide will help you create your first converting sales sequence.

1. Create a sales sequence strategy

Start by defining your target audience and understanding their needs and pain points. Map out the customer journey and identify key touchpoints. Determine the sequence of interactions, the content for each touchpoint, and the timing between them. Align the plan with sales goals and be prepared to adjust based on feedback and data.

2. Craft a flawless first sales email

Your first sales email should grab attention and spark interest. Begin with a compelling subject line and an engaging opening sentence. Personalize the email by addressing the recipient’s specific needs or challenges. Provide value by offering insights or solutions and include a clear call-to-action. Keep the email concise, focused, and professional.

3. Monitor the Right Metrics  

Track key metrics to evaluate the effectiveness of your sales sequence. Most sales engagement and automation platforms offer this feature. Important metrics include open rates, click-through rates, response rates, and conversion rates. Analyze these metrics to identify what works and what doesn’t. This data-driven approach allows for continuous improvement and helps in making informed decisions.

4. Learn, optimize, and be creative

Continuously review and analyze your sales sequence. Gather feedback from your sales team and prospects to understand their experiences. Consider how the LinkedIn algorithm might be impacting your outreach and adjust accordingly. Use this feedback to optimize your strategy, making adjustments as needed. Don’t be afraid to experiment with new ideas and approaches to keep your sequence fresh and effective.

What are the various channels you can use in a sales sequence?

The most popular channels used in a sales sequence are cold emails, cold calling, and social media messages.

1. Cold email

Cold emails are a primary channel in a sales sequence. They offer a direct way to introduce your product or service to potential customers. A well-crafted cold email should be personalized, concise, and provide clear value. It should also include a compelling call-to-action that encourages the recipient to engage further.

2. Cold calling  

Cold calling involves reaching out to prospects via phone. This channel enables instant communication, fostering strong connections and handling concerns promptly. Successful cold calling requires preparation, a clear script, attentive listening and responding to the prospect’s needs and concerns. 

3. Social media messages  

Using social media for outreach can boost sales by reaching potential customers on their preferred platforms. LinkedIn, for example, is ideal for professional networking and B2B sales. Craft relevant and personalized messages, and engage with prospects by commenting on their posts and sharing valuable content.

An example of a best-performing email sequence  

A top-performing email sequence might start with an introductory email highlighting a common industry challenge and offering a free resource, like an eBook, a case study, or a video, addressing that issue. The following messages should build on the previous ones, adding value and driving the prospect towards a decision. Adjust steps quantity to your needs.

Sample Sales Sequence for a B2B Software Solution

Step 1: Initial Outreach Email

Subject: Unlock New Efficiencies with [Your Software Name]

Hi [Prospect’s Name],

I hope you’re doing well. I wanted to introduce you to [Your Software Name], a tool that can simplify [specific pain point] and boost your team’s efficiency.

We recently helped [Client Name] reduce project turnaround time by 30%, and I believe we can do the same for you.

Can we schedule a call next week to discuss how [Your Software Name] can benefit [Prospect’s Company]?

Step 2: Follow-Up Email (2-3 Days Later)

Subject: Quick Follow-Up: Streamline Your [Pain Point] with [Your Software Name]

Hi [Prospect’s Name],

Following up on my previous email about [Your Software Name], we’ve had success with companies like [Client Name] who saw significant improvements in [specific benefit]. Check out our case study with [Client Name] here: [Link to Case Study]

I’d love to chat about how we can help [Prospect’s Company] achieve similar results. Let me know when you’re available.

Thanks!

Step 3: Cold Call (1-2 Days Later)

Script:

Hi [Prospect’s Name],

I hope you’re well. It’s [Your Name] from [Your Company]. Just wanted to follow up on my previous email about [Your Software Name]. Have you reviewed it yet? I’d love to discuss how it can help [Prospect’s Company] with [specific pain point] and boost productivity.

Can we schedule a quick call to discuss further?

[Adapt based on their response. Leave a message if they don’t pick up.]

Step 4: LinkedIn Message (2-3 Days Later)

Hi [Prospect’s Name],

I hope all is well at [Prospect’s Company]. Just wanted to follow up on my previous email about [Your Software Name] and how it can help with [specific pain point]. Check out this case study of how we helped [Client Name]: [Link to Case Study]

Would love to chat more about this!

Step 5: Final Follow-Up Email (1 Week Later)

Subject: Last Chance: Special Offer for [Prospect’s Company]

Hi [Prospect’s Name],

Just a final follow-up with a special offer for [Prospect’s Company]. Enroll in [Your Software Name] by [specific date] to receive [special offer, e.g., 20% off or an extended free trial].

Let’s chat about how this can benefit your team. Feel free to reach out for more info.

Conclusion  

A well-crafted sales sequence is essential for converting leads into loyal customers. By mastering the process, leveraging various channels, and refining your strategy, you can drive business growth. Sales automation tools streamline your outreach, enabling personalized and timely communication with prospects. Good luck with your prospecting!