Mastering Sales Sequences: A Step-By-Step Guide To Multichannel Success

January 3, 2024

Sales sequences are strategic workflows designed to guide customers through different stages of sales. It’s like a roadmap for helping your sales team build relationships and confidently close deals.

In this article, we will delve into the types of sequences and how your business can use email and multi-channel strategies to transform sales pipelines. 

What Are Sales Sequences?

Is your sales outreach lost in a wilderness of unengaged leads? Sales sequences can serve as a meticulously mapped trail of predefined touchpoints to help your sales representatives nurture relationships and build momentum. 

This means no more scrambling when it’s time for the next interaction with your leads. By sequencing sales, you can efficiently guide your prospects through user journeys and increase overall sales. 

Types Of Sales Sequences

Different sales sequences cater to different types of distinct outreach strategies. In this section, we will highlight the two most popular sales sequences- email and multi-channel sales sequences.

1. Email Sales Sequences

Email sales sequences engage prospects through targeted emails and are focused on nurturing relationships, delivering value through content, and nudging prospects toward conversion. Think of email sales sequences as a conversion that unfolds over time- building trust with each email.

2. Multi-channel Sales Sequences

Multi-channel sales sequences leverage multiple channels like emails, calls, social media interactions, and other touchpoints to create a dynamic and engaging user journey. Studies have shown that multi-channel B2B campaigns experience a 24% increase in ROI compared to single-channel campaigns.  This helps maximize engagement and achieve conversions faster.

Examples Of The Most Used Email Sales Sequences

Think of email sales sequences as blueprints for building relationships with your leads. However, there are different email sales sequences, each tailored to a specific purpose. These different email sequence examples are your guide for transforming your inbox into a conversion tool. 

1. Lead Nurturing Email Sequence

A lead nurturing sequence provides prospects with information and support while they are still acquainted with your brand. They are instrumental in introducing customers to your brand by establishing trust and guiding them through the initial stages of the sales funnel. Each email often provides users with industry insights and helpful tips. 

Example: If a user signs up for your fashion business’s newsletter, you may consider sending them a welcome email. Subsequent emails in the lead nurturing email sequence could provide new fashion trends, success stories, and invitations to exclusive webinars. 

2. Engagement Email Sequence

Engagement sequences are like a witty host at a party that keeps the conversation flowing. An engagement email sequence aims to sustain interest and connection with potential customers. It involves crafting personalized experiences with content such as quizzes, polls, and sneak peeks into your product. This helps ignite their interest and draw leads into a two-way conversation that turns passive leads into active customers. 

Example: An engagement email sequence for your fashion business could include daily trend alerts, interactive polls on new initiatives, behind-the-scenes glimpses of your products, and exclusive flash sales to maintain excitement. 

3. Follow-Up Email Sequence

Follow-up email sequences are a gentle reminder for your customers to bridge the gap between initial contact and conversion. They often involve friendly check-ins, tailored offers, and time-based reminders. The key is to balance persistence and pushiness- providing additional value while respecting your lead’s time and space. 

Example: If a potential customer expresses interest in sustainable fashion choices but doesn’t purchase, a follow-up sequence from your business could include expressing your gratitude, reminders of products added to the cart, and limited-time offers.

4. Onboarding Email Sequence

An onboarding email sequence is designed to guide new customers through the initial phases of using your product or service. It plays a crucial role in enhancing customer satisfaction, reducing churn, and creating opportunities for cross-selling or upselling. They help break down complexities associated with your offerings, offer tutorials, and answer common questions. This helps ensure a smooth and enjoyable transition from prospect to loyal customer. 

Example: An onboarding sequence for your fashion business could be an unboxing guide showcasing product features, personalized style recommendations, and an invitation to an exclusive loyalty program. 

5. Upsell Email Sequence

An upsell email sequence focuses on selling complementary products or services to existing customers. They highlight the value of additional products and services, showcasing how they can enhance their initial purchase. Happy customers are prime targets for expansion. Upselling sequences can help you tap into that potential by increasing the average transaction value and customer lifetime value.

Example: If a customer purchases a pair of shoes from your business, the upsell email sequence could include an exclusive preview and discount for a matching handbag. A limited-time offer could also create a sense of urgency and entice your customer to upgrade their purchase. 

Are Businesses Moving Towards Multi-Channel Sales Sequences?

Email sequences are powerful when targeted at the right prospects. However, multi-channel sequences offer multiple touchpoints to increase the likelihood of converting prospects. According to our research, 80% of high performing SDRs use at least three channels to communicate with prospects and customers and deliver 15.5 touches per contact. 

So, as marketing and sales teams can meet customers where they are and in the manner they prefer, businesses are increasingly adopting multi-channel sales sequences.

Moreover, modern CRM and marketing automation tools make it easier to implement multi-channel strategies. These tools are helping sales reps better track customer interactions across different channels and automate personalized responses, making multi-channel sequences more efficient and effective. 

Email Sales Sequence Multi-Channel Sales Sequence
Reach Primarily through emails, limiting reach to inbox visibility Expansive reach across various channels
Engagement Relies on the quality of email content Enhances engagement with a diverse approach across different platforms
Personalization Limited potential for personalization through email content Higher potential for personalized interactions across different channels

How To Set Up Multi-Channel Sales Sequences

It’s time to map out your multi-channel sales sequence journey and take the next step to achieving more conversions. This section will guide you through the step-by-step process of engaging, nurturing, and closing deals by sequencing sales.

1. Define Your Ideal Customer Profile

Picture your ideal prospect: who are they, what are their challenges and how do they make decisions? Building a detailed ideal customer profile helps tailor the entire sales sequence to resonate with their needs and pain points. 

Build customer profiles for different audience segments to avoid providing irrelevant information or offers. This will be your compass for the rest of the sales process, ensuring that every touchpoint navigates your leads closer to your brand.

2. Map Your Prospect’s Journey

Map out your prospect’s journey from initial discovery to the awareness stage to the final sale. Where are they starting from? What obstacles may they face on their journey? Where do you want them to reach? 

This map will identify the ideal touchpoints for each stage of the sales process. Understanding their reactions at each step will help you optimize your sales process. For example, pre-qualification emails, social media interactions, or a well-timed phone call can be the key to conversion. 

3. Pick Channels Strategically

Strategically choose channels that resonate with your ideal customer profile and offer diverse perspectives on your business and its offerings. While emails are a staple of any ideal sales process, think outside the box! Social media posts, interactive pills, and personalized text messages can add dimension to your sales process and keep your leads hooked.

4. Craft Compelling Messages

Every touchpoint is an opportunity to sell your brand’s narrative and message. However, ensure your communication doesn’t sound like a generic sales pitch and focus on providing actionable value. 

Personalize your messages to resonate with individual prospects, addressing them by name and aligning with their interests and needs. 

5. Maintain A Consistent Voice and Message

Consistency is key. From your tone in email communication to your social media captions, ensure that your brand voice is consistent and cohesive across all channels. This creates a unified experience that builds trust and avoids confusion or disengagement.  

6. Use Automation Sales Engagement Tools 

Embrace automation tools like Sellular to manage complex sequences, personalize messages at scale and track progress over time. You can also use automation sales engagement tools to automate tasks like developing customer profiles and identifying effective channels for multi-touchpoint sales sequences. This enables your sales team to focus on strategy and guiding prospects towards converting. 

7. Measure and Optimize 

Track key metrics to measure the success of your multi-channel sales sequence. This includes open rates, click-throughs, and conversions. This will help you identify what’s working and what needs to be refined.

How Are Sales Engagement Tools Helping Set Up Multichannel Sales Sequences? 

Juggling email, calls, messages, and social media to connect with your leads can be a challenge. However, a multi-channel sales engagement tool can help you streamline your multi-channel endeavors and sales sequences. 

Here’s a breakdown of key features and benefits of sales engagement tools:

1. Omnichannel Engagement

Sales engagement tools offer a unified platform to manage emails, calls, texts, and social media interactions. This eliminates the need to switch between distinct platforms, providing a unified interface for managing lead interactions. 

2. Automated Sales Outreach

Are you tired of repetitive tasks stealing precious time from more critical, higher-impact processes? Your sales representatives can leverage automated workflows to eliminate tedious tasks by scheduling sequences across channels based on triggers and lead behavior. 

Click here for an example of how Sellular automatically adds leads to sales sequences using trigger events, conditions, and actions.

3. Personalized Outreach

Generic greetings are now a thing of the past. Sales engagement tools empower sales representatives to identify and target high-profile deals with unmatched personalization. This means you can craft multi-channel sequences that adapt based on demographics, activity, and engagement, ensuring that every touchpoint resonates with your leads’ unique needs and interests. 

4. Email Optimizers

Sales engagement tools have built-in email optimizers to help you track and optimize email performance metrics such as opens, clicks, and engagement. This feature can help refine your messages, subject lines, and timing, ensuring your emails strike the right chord. This ensures that your outreach efforts consistently achieve maximum performance by leveraging insights for continuous improvement. 

5. Full-Funnel Activity Reporting

Sales representatives can use sales engagement tools to access comprehensive reporting and funnel views for each sequence. This helps track progress, identify bottlenecks, and pinpoint areas for improvement. This data-driven approach helps make more informed decisions, continuously adapt and optimize sequences, and improve performance.

How To Set Up A Multichannel Sales Sequence With Sellular?

Here are the steps for creating a multi-channel sales sequence using Sellular. 

Sales Sequences | Sellular

1. Create A New Sequence

Click on the ‘Sequence’ option in the left tab and click ‘New Sequence.’ 

2. Select Sequence Visibility and Time Range

Name your sequence, add the days and time range for communication with prospective leads, and add other identifying information. 

3. Build Your Sequence Steps 

Add specific sequence steps, including time intervals for sending messages and additional task notes. You can also leverage a sales email sequence template to speed up the process. 

Use Sellular To Build Your Multi-Channel Sales Sequence:

Mastering sales sequences requires strategic planning and access to the right tools. From crafting impactful email sequences to embracing multi-channel outreach, building high-performing sequences is an ongoing process.

With tools like Sellular offering features such as omnichannel engagement, automated outreach, personalized messaging and robust reporting, you can take your sales processes to the next level. Request a 30-minute demo today to empower your sales team to work smarter and more efficiently.

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