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Sales Gravy - How To Build Effective Prospecting Sequences Workshop |…
Sales Gravy - How To Build Effective Prospecting Sequences Workshop | October 1st, 2021
Targeting Strategies
CADENCE
the cadence is order of your prospecting touches within the sequence by channel
start cadences with a synchronous channel rather than an asynchronous channel
Prospecting Day
30 min telephone - build a list before - to set appointments - 15 min sprints try and do 15 calls - make at least 15 calls a day
need 1 hour a day to do all the other prospecting tasks - email etc. - make a target timeslot
CRM updating
Meetings etc
Create a list of people or companies
Because statements
Effective Messages
Researched
Relevant
Authentic
Empathetic
Personalized
interconnected
answers WIIFM
grab attention & compel action
offer a clear call to action
Conversational interconnected messaging
develop interconnected messaging across channels and touches
design messages to be a conversation with your prospect
tailor relevant messages for your targeted list
2 types of prospecting messages
1: Targeted
tailored to a targeted list based on similar attributes
2: Personalized
crafted specifically for a single stakeholder
Sequence Mapping
Create a calendar of the steps of my sequence for each list
then you can have a no. of lists
Touches
Plan the no. of touches per channel to give yourself the highest % chance of engaging prospects while reducing the chance that they are viewed as irritating spam ro that you harm your brand
EG.:
54321 - 5 phone, 4 email, 3 social , 2 in person, 1 video
4321 - 4 phone, 3 email, 2 Lnkd, 1 video
3331 - 3 phone, 3 email, 3 social, 1 snail mail
PLan the duration over which your sequence will run. sequences targeting large accounts will have longer durations
eg: 10 days
15 days
30 days
60 days
90 days
3 - 4 days between touches - any more and you will be forgotten
Targeting Challenges
qualification
set appointments
define the proper fit
find the information and connections
sequences
time management
right contact
what is my ideal customer
too many people in the sequence
Sequencing strategies
prospecting is rarely 1 and done
5 - 15 touches to engage a warm inbound lead
5 - 20 touches to engage a prospect with some familiarity with you or your brand
3 - 10 touches to engage a prospect in the buying window and familiar with you or your brand
20 - 50 touches to engage a cold prospect who does not know you or your brand
1 - 3 touches to reengage an inactive customer
PERSISTENCE
IT Takes persistence and many touches across multiple prospecting channels to compel prospects to engage
Builds familiarity
demonstrates that you care
Improves the probability that prospects will engage
earns respect
Remember a time when my persistence paid off and compelled a targeted prospect to engage.
Sequencing
Synchronous
DM
texting
telephone
Web Chat
Video
In person
Asynchronous
Email
Voicemail
DM
video messaging
social media
Snail mail
You should not do 2 in a row, you need to mix it up
You need to do it in multiple channels
EG. Sequence
Phone / VM
3 - 4 days later - Email
LinkedIn connection / message
Call / VM
Video Message (better chance of open at this time) - Videyard
Email
Text
Call / VM
Video Message
Snail Mail
What do you want to get out of this
A sequence for prospecting
hints and tips for sales
Actionables
