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Leadcamp/sales tips and tricks

What is a Sales Sequence?

A sales sequence, also referred to as a sales cadence, is a scheduled series of sales touchpoints that include calls, emails, social messages, as well as other tasks over a particular period of time.

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Sales sequence example
What is a sales sequence?
How to create a sequence?
How can intent be used to personalize a sequence?
Sequence examples you can use

What is a sales sequence?

Sales sequences have become the standard for modern sales teams, who use them to help sellers to improve their outbound sales and manage a larger number of prospects in their outreach efforts.

The goal of a sales sequence used to be to generate a conversation with qualified prospects and set up meetings. Modern sales teams, however, approach each contact moment in a sequence with their own individual goal, whether this is to get the prospect to consume content or simply pique their interest. In addition, sequences are also used to stay in touch with prospects who have indicated that they want to be contacted later or for demo follow-ups.

Sales sequences are a combination of different activities and follow a strict timing. This eliminates all the guesswork and ensures sellers always know what comes next and can continually move each prospect forward without missing a beat. Sequences also establish standards and best practices for your sales team. This means that the results and effectiveness of contact patterns and messaging can be measured and optimized for success.

A sales sequence can be triggered by certain activities, such as downloading website content, attending a webinar, clicking on an ad, or even just by adding people to a list of prospects.

The most effective sales sequences start with 'touching the water' to see if the prospect is even interested and move up to sequences with call activities and social messages. This is what we call low touch to high touch sequences.

Although sales sequences can be managed manually to some degree, to be truly effective, they should be managed with the help of a sales sequence application that automatically schedules the activities and helps to remind sellers when they need to take action.

Looking for a sales email sequence tool to help scale your sales process?

Leadcamp helps sales teams efficiently automate and hyper personalize their outreach sequences at scale.

Request a Demo

How to create a sequence?

Creating the perfect email sequence for your sales process and goals is a very personal matter, and takes practice. There is no one-size-fits-all approach, but we recommend the following to get you started:

  • Determine your situation and goals, and choose the right type of sequence to achieve them. If your product is complex, you don't want to dive right into the details and make sure you present your audience with small bite-sized chunks supported by content.
  • Define your specific buyer persona you are going to send the sequence to. Do proper research to find out specific challenges and what keeps them awake at night.
  • Connect your prospect's pain to what you can do for them. Your research will allow you to be confident you have the cure for their pain before you get in touch. Don't ask straight away for their time and DON'T PITCH!
  • Determine the appropriate sequence length, number and frequency of touches. For complex products, we suggest starting with a warm up of 3 emails and see if it is something your prospect is interested in (based on engagement). If you find that it is not, you can re-target them later, if they do engage, you can increase the pace and type of touchpoints.
  • Approach each email with its own individual purpose, some may be content-oriented or others may simply offer bite-sized pieces of info. No one wants to hear that you are "just checking in'.
  • Once you see someone engages with your emails, don't forget the phone calls and voicemails. Sometimes people just don't have time to respond, even if something has piqued their interest.
  • Keep track of performance and try to constantly improve your sequences. It takes time and trial and error to find the approach that works best for your prospects. Determine your goals in advance so you can assess whether your email sequencing software tools are helping you achieve them.

How to use intent to personalize a sequence

There are about 2.5 million sales representatives in the world (not counting those who meet prospects in person) competing with your prospects for attention. Even if your niche makes up only 1% of these, your prospects will likely receive a couple emails a day.

You can try to stand out from the crowd through wonderfully well-formatted emails, and you should, but there's more. You can use your prospects intent and engagement to play in a whole different league. For every action they take, you could have a counteraction.

For example, if your prospect doesn't open your emails multiple times, you shift your focus to another channel. As another example, if your prospect clicks through to high-intent pages on your website, you can immediately pick up the phone and make a well-timed call.

There aren't many, but platforms like Leadcamp let you do exactly that. Instead of waiting 3 days to send the next email, you can listen for engagement. If engagement is signaled, such sales sequencing platforms change course fully automatically.

Here's an example of a sequence with intent listeners.

Example of low touch sequence with intent listeners

Click here for more cadence examples

Looking for a sales email sequence tool to help scale your sales process?

Leadcamp helps sales teams efficiently automate and hyper personalize their outreach sequences at scale.

Request a Demo