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- #049: High converting prospecting sequence
#049: High converting prospecting sequence
Book meetings with your top prospects
Harrison Waid
August 10, 2024
Read time: 3 minutes
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In this weeks prospecting Skill Up session we talked about how to turn your features into outcomes your customer cares about. And how to ensure those outcomes are aligned to high-priority initiatives. It sounds simple but 95% of messaging that we review is all about you and your company with little emphasis on the true differentiated value your customers receive from using your product or service.
So far these new Skill Up sessions have gotten great feedback. If you want to join the next one, it’s Wednesday at noon ET.
Prospecting is really tough right now especially since it’s summer. However, not all is lost.
Here is a prospecting sequence that some of our clients are using to get in front of their ideal customers.
For those who don’t know, a sequence is a sequential set of touchpoints across different channels to increase the chance that your prospect will respond to you.
Note: This isn’t an automated sequence you can just add leads to and hit send. It’s designed to be used for the top 10% of prospects you need to get in touch with. We call this your “Most Wanted” list.
There was a study completed a few months ago that looked at different sequences and reply rates based on the steps in the sequence.
In the best-performing sequence, 80% of sales opportunities were generated AFTER the 6th touch point.
And 50% of opportunities came after the 11th touchpoint.
That goes to show that persistence pays off.
When prospecting, you have to send the Right Message to the Right Person at the Right Time through the Right Channel.
If any of those variables is off, you won’t get a positive reply.
To optimize your sequence you need to vary your message over an extended period of time and use different modes of communication to get in front of someone.
With all of that in mind, here is the sequence some of our clients are using to massively increase their reply rates for their top 10% of prospects.
The Sequence
Day 1: Blank connection request on LinkedIn
Day 1: Personalized and well-researched email (see the 4P Email Framework). Focus on ONE problem you think they might be facing.
Day 1: Call and leave a voicemail referencing your email
Day 3: Reply bump to your previous email providing additional data and context. Use a PS line asking if there is someone else you should speak with.
Day 6: Call and don’t leave a VM. Just try to get them live on the phone.
Day 9: On LinkedIn, share a piece of content or data that relates back to the email you sent them on Day 1.
Cool down period…
Day 17: Personalized and well-researched email (see the 4P Email Framework). Focus on a NEW problem you think they might be facing.
Day 17: Call and leave a voicemail referencing your email
Day 20: Reply bump on LinkedIn to your previously shared content and reference the additional problem you can help solve.
Day 26: Share a piece of content or data via email that relates back to the email you sent them on Day 17.
Day 26+: You can follow a similar framework for additional problems you solve for this customer.
We’ve partnered with Apollo to help you build your sequences and keep track of each step across email, LI, and phone.
How to implement this sequence
1: Sign up for Apollo.
2: Build a target list of prospects
3: Segment out the top 10% that you will call your “Most Wanted” list
4: Create the sequence in Apollo.
5: Every day enroll a few new prospects into the sequence.
6: Every day complete the manual tasks that are assigned to you.
7: Schedule meetings with everyone on your "Most Wanted” list.
Episode 41: [Leadership] Aligning marketing and sales with Alec McChesney
Revenue is a shared objective
Align your goals to the strategy
Create an open feedback loop
Bad takes on prospecting
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