Keeping Your Outreach Fresh and Effective

Imagine your product is a potato 🥔. You want prospects to savor it—whether by buying, booking a meeting, or watching a demo. But here's the challenge: your prospects are diverse, with different preferences for communication channels. Some might like emails, others might prefer LinkedIn messages, cold calls, or even social media.

To capture their attention, you need a varied sales cadence. A single outreach method won’t suffice; you need multiple touchpoints across different channels to cater to varying preferences. Here’s a streamlined approach to creating an effective sales sequence:

 

CADENCE LENGTH

Aim for a sales cadence of 2 to 4 weeks with 10 to 20 touchpoints. This approach keeps you on your prospect's radar without being overwhelming.

 

BUILDING LISTS

Organize and segment your leads based on common traits or challenges. For instance, if selling an AI email assistant, target VPs of Sales in tech companies using specific platforms. This targeted approach saves time and enhances relevance.

 

SALES CHANNELS

Mix communication channels to suit your prospects' preferences. Use a combination of emails, cold calls, voicemails, social media, and videos to keep your outreach engaging and varied.

 

Sample Sales Sequence

DAY 1

• Step 1: Cold call to quickly gauge interest.
• Step 2: Leave a voicemail directing them to your email.
• Step 3: Send a cold email with a compelling message.

DAY 3

• Step 4: Engage with them on social media.
• Step 5: Send a LinkedIn connection request.
• Step 6: Follow up with another cold call.

DAY 5

• Step 7: Send an email with a video.

DAY 7

• Step 8: Engage again on social media.
• Step 9: Send a casual social media message.

DAY 9

• Step 10: Share valuable third-party content.

DAY 10

• Step 11: Make another cold call.
• Step 12: Leave a more direct voicemail.

DAY 13

• Step 13: Send a social media message with a video or voice note.

DAY 15

• Step 14: Make a final cold call.
• Step 15: Send a polite breakup email if no response.

 

After the Sequence

If you don’t get a response, let the prospect cool off before retargeting with a new sequence. Adjust your messaging and approach to maintain effectiveness.

 

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In summary, just as potatoes come in many forms, so should your sales approach. By varying your outreach and tailoring your messages, you increase your chances of engaging effectively with your prospects. Happy selling!