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How to Build a Sales Sequence: A Guide With Tips, Best Practices & More

27 min read
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If you clicked on this blog, you’re probably looking for ways to improve your existing sales sequence.

Maybe your current approach feels like shouting into a dark tunnel, not knowing if you’ll get a response. Or, you’re facing the challenge of your messages not resonating with your prospects as you expected, leading to lower engagement than anticipated.

Whatever the case may be, the guide will be the solution to all your sales sequence-related problems!

You’ll learn everything, from the nitty-gritty basics of sales sequence to actionable steps to craft a winning sales sequence for your business.

Psst! As a bonus, we also threw in a couple of best practices and secret tips that can skyrocket the success rate of your sales outreach.

So, get ready to transform your outreach into a powerful engine for growth. Let’s dive in!

What Exactly is a Sales Sequence?

Let’s take it from the basics!

A sales sequence is a planned series of steps you take to reach out to potential customers. The idea is to catch their interest, build relationships, and gradually lead them to buy what you’re selling.

This process involves multiple interactions, each designed to increase their interest and trust, step by step.

What makes your sales sequence powerful is its reliance on multichannel touchpoints — cold emails, calls, social media messages, SMS, etc.

This varied approach meets your prospects on their turf, drastically improving your chances of turning them into loyal customers.

By carefully planning each interaction, you can ensure your messages are consistent, timely, and personalized. This makes every step in the sequence count towards building a robust and profitable relationship.

In the next section, you’ll learn in-depth about the various elements that make up a good B2B sales sequence.

What Elements Make Up a Successful Sales Sequence?

Each part of your sequence is crucial, setting the foundation for turning leads into loyal customers. But what are these critical parts?

In this section, you’ll uncover the key components that shape a successful sales sequence. You’ll start with your first outreach, which sets the entire tone.

Then, you’ll learn how to showcase your unique value, keep yourself on their radar with effective follow-ups, and, finally, seal the deal.

Let’s break down these essential steps, giving you the tools to navigate the B2B sales process confidently.

1. The Initial Outreach: Making a Memorable Impression

Your initial outreach is where it all begins!

Your first impression sets the stage for everything that follows. Make it — firm, confident, and memorable.

Here’s how you can stand apart from the rest:

  1. Personalize your message to address your prospect’s specific needs and pain points. This will show that you’ve done your homework.
  2. Clearly articulate what you offer and why it matters to them. Make your value impossible to ignore.
  3. Ask a question or include a call to action that invites a response. Engaging with your prospect as much as possible should be your goal.

Remember, this stage is about opening up a channel to have a dialogue.

Think of it as a way to invite your prospect into a conversation that could lead to a fruitful partnership.

Keep it concise and meaningful, and watch as your first impression sets a positive tone for future interactions.

2. Showcasing Your Value: Communicating Your Offer’s Unique Benefits

Showing the value you bring in every step of your sales sequence is key to building and maintaining interest.

Each message should serve as a bridge, connecting your prospects to the solutions they’ve been searching for. 

Here’s how to make each outreach resonate with undeniable value:

  1. Tailor Solutions: Go beyond general benefits! Connect your product’s features directly to their unique challenges and objectives. Show how your solution fits into their specific scenario.
  2. Share Success Stories: Instead of generic testimonials, consider sharing success stories that mirror your prospect’s situation. Highlight how you’ve tackled similar challenges and driven results.

Here’s what we’d do at Saleshandy: To build trust in our brand and cold emailing platform, we’d share a few case studies relevant to our targeted audience. Case studies like how one of our users automated their cold emailing and got 60+ clients worth over 9M+ in deals.

  1. Educate, Don’t Just Inform: Provide insights and valuable information that help your prospect see their problem in a new light. Offer solutions through your expertise.
  2. Continual Value Addition: Each message should add a layer of value, whether through insights, tips, or relevant case studies. This keeps the conversation forward-moving and focused on their gain.

In this phase, your communication should deepen the prospect’s understanding of how your offering is beneficial and essential for them.

It’s about showing the practical impact of your solution in their context, making it clear why partnering with you is a strategic step towards their success.

3. The Follow-Up Game: Staying on Their Radar

“As you know, madness success in sales is like gravity…all it takes is a little push.”

― The Joker – Heath Ledger Saleshandy

Your little push can be that follow-up message that turns potential into a conversation or even a conversion.

The gentle nudge reminds your prospects you’re offering something valuable that aligns with their needs. 

You have the option to follow up through emails, phone calls, or even engage through social media platforms such as LinkedIn.

Our research shows that sending at least three follow-up emails has been shown to increase response rates by 28%.

Persistence paired with strategic timing can make all the difference you need!

Each cold email follow-up serves as a fresh opportunity to present your value proposition in a new light or address any concerns your prospect might have had initially.

Read More: How to Write a Follow-Up Email in 2024?

But why stop at three?

Our in-house cold email experts suggest a 7-phase follow-up strategy for cold emailing. This strategy can also help you get high-ticket clients in your sales pipeline.

&-phase cold email follow-up strategy.

So, as you plan your sales sequence, consider your follow-up strategy as an essential component. It’s not merely a task to check off but a crucial step in nurturing and converting leads.

For Your Eyes Only! You’re now in on the secret: By now, you know that following up with your prospects regularly can increase your response rate, which means you’re a step closer to closing a deal with a potential client.

But let’s face it. Sometimes, a follow-up might slip through the cracks—a potential goldmine left unexplored. Missing out on following up isn’t a reflection of your commitment; it’s often just the reality of a busy schedule.

Here’s where the right email follow-up software comes into play!

Such tools are invaluable, ensuring every prospect receives the attention they deserve. Automating your follow-up process lets you focus on what you do best—closing deals—while the software keeps the conversation going.

Implementing this software is a strategic move to make sure no potential lead is left behind, turning every opportunity into a doorway to success.

4. Sealing the Deal: Closing & Converting Leads Into Customers

Now, it’s time for the grand finale of your sales sequence.

After nurturing your relationships, it’s time to put your clear and compelling call to action into play. Whether it’s through a final pitch, an in-depth demo, or the signing of a contract, this moment is pivotal.

Closing hinges on a few key moves: reiterating your offer’s standout features and benefits, skillfully addressing any lingering doubts, and subtly leading the prospect towards making a commitment with trial closes.

The climax? Confidently asking for the sale.

Once the deal is sealed, ensuring a smooth transition into becoming a customer is crucial—this includes handling the paperwork and payments with ease and setting the stage for stellar post-sale support.

Remember, a successful close is not just about that moment of agreement but about laying the groundwork for a lasting business relationship.

What Are the Various Channels You Can Use in a Sales Sequence?

In B2B sales, choosing the right communication channel to contact your prospects can play a vital role.

This decision will shape and set the tone for all your interactions and significantly impact the effectiveness of your outreach.

Here, you’ll learn about the various channels you can use in your sales outreach sequence.

We’ll start with personalized emails, known for their precision and ability to land directly in your prospects’ inboxes without pestering them.

Next comes the immediacy of phone calls, providing a direct and personal touch.

Finally, there are social media platforms.

Each of these channels adds a unique dimension to how you engage with your audience.

Understanding when and how to use these channels can transform your sales sequence into a more engaging and impactful journey for your prospects.

1. Cold Email

If you’re in the B2B space, you realize how important it is to get in touch with potential customers without being a nuisance.

In this case, reaching out through cold emailing is a smart choice!

It’s like knocking on someone’s door politely with a friendly introduction, slipping your message right into their personal space without overwhelming them.

It offers a blend of professionalism and a personal touch!

A well-crafted cold email can ignite curiosity and open doors to further conversation with your prospects.

It should pique interest, convey value, and invite engagement without the immediate pressure of a sales pitch.

But remember, you aren’t the only person trying to catch your prospects’ attention.

Your competitors may also be doing the same!

So, if you want to be different from the rest, make sure your initial cold email has a crafty and compelling subject line that your prospect can’t pass by.

Pro Insight: Our internal studies have shown that if you include an exciting preheader text, you can increase your open rates by up to 10%.

Then comes your cold email body.

Make sure your cold email copy is personalized and persuasive to resonate with your prospects. As you learned in the previous section, communicate the unique benefits of your offers. 

Finally, you should include a clear and concise Call-To-Action (CTA) guiding your prospects on what to do next, whether scheduling a short discovery session or a demo call.

With all these factors in place and correctly executed, cold emailing can be a powerful tool in your B2B sales lead generation arsenal.

Up next! Cold calling.

Don’t Let Anyone Else Know About This! Finding your way into your prospect’s inbox and catching their attention at the perfect moment can be a game of precision and timing.

You must also strike the right balance between automation, scalability, and personalization.

Chase too hard after automation and scalability, and you risk sending out emails that feel generic and impersonal. Lean too heavily on personalization, and you might struggle to maintain efficiency and reach.

This is where a good cold email software like Saleshandy can help you bridge that gap.

Saleshandy, a cold email software to automate your cold email campaigns.

Here are a few advanced features of Saleshandy that can help you automate and scale your outreach without sacrificing the personal touch that makes each email resonate.

  • Hyper-Personalization with Merge Tag and Spintax allows you to tailor each email, creating a unique and personal touch for every recipient.
  • Email Scheduling lets you choose the best time to send emails, ensuring they stand out in your prospect’s inbox. It’s all about timing for maximum visibility.
  • Email Tracking lets you see who’s opened your emails and clicked on links. This info helps you decide what to do next, making your follow-ups smarter.
  • Unified Inbox keeps all your messages in one place, making it easier to keep track of conversations. Say goodbye to switching accounts and streamline how you chat with prospects.
  • Sender Rotation optimizes your outreach by rotating among different email accounts. This can help you scale your outreach without affecting deliverability.
  • The Advanced Team Management feature helps you organize your team better, from who does what to tracking how well everyone’s doing.
  • Lead Finder is your ace in the hole for discovering new prospects. It helps you find and connect with potential leads that match your ideal customer profile from over 700M+ professional profiles from across 60M+ companies.

You can check out Saleshandy’s pricing plan and choose the plan that best fits your business model.

2. Cold Calling

Although technological development has changed how we communicate, the value of a direct, voice-to-voice connection remains undeniable.

Cold calling is another facet of the B2B sales toolkit that can help you get immediate feedback from your prospects.

You’ll be able to address questions, overcome objections, and gauge the interest of your prospects on the spot.

Read More: Cold Email vs Cold Call: Which is More Effective in 2024?

This direct approach can build rapport in a way that other channels might not, all while offering a personal touch that can make your business stand out.

With the right strategy and mindset, you can turn cold calls to prospective customers into warm leads and, ultimately, satisfied customers.

3. Social Media Messages – LinkedIn

Like emails and calls, social media has become the go-to platform for most marketers and salespeople.

Especially LinkedIn!

Consider these eye-opening statistics directly from LinkedIn itself.

  1. Viewing advertising on LinkedIn has led to a 33% boost in consumers’ willingness to buy from brands.
  2. People who encounter both branding and direct sales pitches on LinkedIn are 6X more likely to make a purchase.
  3. Among various social platforms, 82% of B2B marketers find LinkedIn to be the most effective for achieving their goals.

Convinced? We are, and you should be, too!

By utilizing features like InMail and LinkedIn Articles, you can share valuable content, demonstrate your expertise, and guide prospects through the sales funnel, all while building trust.

Social selling on LinkedIn, in particular, has emerged as an effective strategy for B2B SaaS companies to generate leads and help you forge stronger, more profitable business connections.

By mixing cold emailing, cold calling, and social media messaging in your sales strategy, you’re giving yourself a variety of ways to reach your future customers just how they like it.

This way, your messages will always be on point and timely!

This strategy lets you customize your approach for every person, making sure each message hits the mark.

Whether it’s the directness of a phone call, the personalized appeal of an email, or the interactive nature of social media, you’re guiding potential customers smoothly through your sales process.

This combined approach helps you form stronger connections with the people you want to do business with. This ultimately means better chances of making a sale and building lasting partnerships.

7 Actionable Steps You Should Follow to Create Your Winning Sales Sequence

Crafting a prospect-focused sales sequence while respecting their boundaries requires a certain level of artistry.

You must find the ideal balance point at which they truly appreciate you and are excited to speak with you.

Here is how to design a standout sales sequence:

  1. Identify your target audience: To begin, be absolutely clear about who you want to contact. Your Ideal Customer Profile (ICP) should serve as the foundation for all sales sequence decisions, from the warmth of your messages to the nature of the channels you use.
  2. Set achievable goals: What do you intend to complete using your customized sales sequence? It could be meeting scheduling, follow-up, or closing, but the goal should be something that can be readily tracked.
  3. Choose the Right Channels: As discussed, integrating various channels like cold emails, calls, and social media can enhance your sequence’s effectiveness. Select the ones that best match your audience’s preferences.
  4. Craft Compelling Content: Your message should grab attention, provide value, and prompt action. Use insights from your audience analysis to personalize your communication and address their specific needs and pain points.
  5. Decide on Timing and Frequency: Timing is crucial. Plan the sequence of your outreach efforts to maintain momentum without pestering your prospects.
    The right frequency keeps you on their radar without becoming intrusive.
  6. Test and Optimize: Launch your sequence, but don’t set it and forget it. Monitor performance metrics like open rates, response rates, and conversion rates.
    Use this data to refine your approach continuously.
  7. Leverage Automation Tools: Tools like Saleshandy can automate much of the cold emailing process, ensuring your outreach is consistent and scalable.

    Automation can free up your time to personalize interactions and close deals.

These actionable steps will help you create a sales sequence plan that is tailored to your business needs and also takes into account your prospects’ needs and wants.

In the next section, we’ll share with you a few secret tips we learned along the way that can take your existing sales sequence to the next level.

5 Secret Tips and Best Practices to Take Your Sales Sequence From Average to Phenomenal

Taking your sales sequence from good to great isn’t rocket science; it’s all in the details.

Do you want to make every word count and every interaction a step closer to a “yes”?

Then here’s the lowdown on making that happen:

Tip#1→ Simplicity is Key: Keep things straightforward. Your emails should be easy enough for your prospects to understand at a glance. Aim for messages that can be quickly skimmed yet still pack a punch.

This means choosing clear, concise language that gets straight to the point—striking that perfect balance where your message is both impactful and effortlessly digestible.

Remember, clarity and simplicity often lead to better engagement than complexity could ever hope to achieve.

Tip#2 → Get Personal, Smartly: Imagine talking right to them, knowing exactly what ticks their boxes.

Use what you know – their job, challenges, achievement – anything to make each message feel like it’s just for them.

Tip#3 → Show, Don’t Tell: Got happy customers? Flaunt it. Nothing beats a good story. Sprinkle in some testimonials or case studies to show real people loving your product.

It’s about building trust through others’ successes.

Tip#4 → Benefits Over Features: Focus on how your product lights up their world. Paint a picture of a smoother, hassle-free day, all because of what you bring to the table.

It’s about showcasing the brighter outcomes they can expect, highlighting the positive impact on their daily tasks or goals.

Tip#5 → Timing Is Everything: Wondering about the best time to send your emails? Identify when your prospects typically check their inboxes to ensure your message is right there waiting for them.

It’s all about catching that prime time, making your email the go-to read during their routine inbox review.

With these minor tweaks, you’ll be able to make each touchpoint in your sales sequence more meaningful and build stronger relations.

What Pitfalls Should You Steer Clear of When Crafting Your Sales Sequence?

Every step in your sales sequence brims with the promise of a new lead turning into a loyal customer. Yet, lurking in the shadows are potential missteps that could reset your progress.

But don’t worry; knowing the common pitfalls and mishaps that can happen along your sales outreach journey can help you avoid them completely.

Let’s unveil those hidden traps and map out a safer route for your sales journey.

Pitfall#1 → Overloading Information: It’s tempting to throw every detail at your prospects, hoping something will stick.

But remember, bombarding your prospects with too much info right off the bat can make them tune out. Keep your initial messages light and enticing—enough to spark curiosity, not overwhelm.

Pitfall#2 → Ignoring the Follow-Up: Now, let’s tackle follow-ups.

Your prospects, like you, maybe swamped with deadlines, meetings, and endless tasks. It’s easy for your message to get lost in their hectic schedules.

Among those unread messages could be the high-ticket client crucial for hitting your quarterly sales targets. 

By not following up, you’ve let a golden opportunity slip through your fingers—a chance to reignite the conversation and convert silence into a successful sale.

Regular, thoughtful follow-ups are your way of gently reminding them you’re there, ready to help tackle their challenges.

Pitfall#3 → Lack of Personalization: Treating every prospect the same is a surefire way to get your emails ignored.

Think about it for a second!

You receive a generic holiday card versus one that mentions shared memories.

Which feels more special? The one with shared messages, obviously.

The same goes for your sales messages as well. The secret to personalization lies in finding common ground that resonates with your prospects.

Imagine discovering a prospect has recently celebrated a big achievement or shared something personal, like a love for marathons—and you’re a runner too.

That’s your golden opportunity. Mentioning that shared interest is a way to make your message stand out and build a genuine connection.

These are the moments that can turn a simple outreach into a meaningful conversation, making your prospect feel understood and valued right from the start.

Pitfall#4 → Skipping the Testing Phase: What clicks with one prospect might not even get a glance from another.

That’s why it’s crucial to treat your sales sequence like a science experiment.

Regularly test various elements—think email subject lines that grab attention, call scripts that engage, or even the timing of your messages.

Then, dive into the data.

See what’s opening doors and what’s not. This process of continuous refinement lets you tailor your approach to resonate more deeply with a broader range of prospects.

It’s about evolving based on real feedback, ensuring your sales strategy stays as dynamic and effective as the market you’re targeting.

Pitfall#5 → Forgetting to Qualify Leads: Remember, not every prospect you come across is the right match for what you’re offering. Pouring your efforts into leads that aren’t likely to convert can really drain your resources.

From the get-go, use your interactions to determine whether a prospect fits well with what you provide. It’s about asking the right questions early on—think about their budget, authority, needs, and timeline.

Qualifying your leads early means you’re investing in relationships that have a real future, ensuring your efforts are concentrated where they’ll make the biggest impact.

An Example of a Best-Performing Email Sequence

Unlocking the secrets to a top-notch sales sequence is easier than you think.

Whether you’re mixing it up with emails, calls, and LinkedIn or sticking strictly to email, the goal is the same: to connect, engage, and close.

Here, we’ll walk through examples of the best-performing sales sequences that have proven to turn leads into customers.

Get ready to take notes – these strategies are about to change the game for your sales approach.

A Multichannel Sales Sequence

Here, you’ll be exploring a strategic approach that weaves together email, phone calls, and LinkedIn interactions, ensuring your message resonates across the board.

This multichannel sequence is designed to engage your prospects at multiple touchpoints, making it easier to maintain their attention and build a relationship.

Starting with a personalized email, followed by a timely LinkedIn connection, and reinforced with a direct phone call, each step reinforces your presence and value proposition.

This method will increase your visibility and also cater to different communication preferences, maximizing the chances of turning prospects into committed customers.

Day 1: Your Opening Move

  • What to Do: Start with an email that’s all about them, not you. Think “Show Me You Know Me” vibes. Nail that subject line so it feels like you’re starting a one-on-one chat.

Day 3: Hit ‘Connect’ on LinkedIn

  • What to Do: Shoot over a LinkedIn request, making it personal by mentioning a nugget from your email. Begin engaging with their content to warm up the connection.

Day 7: Follow-Up Email, Round 1

  • What to Do: Time for an encore! Share something they can’t resist, like an insider tip or a guide, showing you’re here to add value, not just pitch.

Read More: 60+ Cold Email Templates to Generate Responses in 2024

Day 10: Your First Call

  • What to Do: Dial-up with confidence. Mention your email and LinkedIn hellos, and ask something that gets them talking about their needs.

Day 14: Email + LinkedIn Double Whammy

  • What to Do: Slide into their LinkedIn DMs with a quick recap of your chat (if you caught up) and a tasty tidbit of content. Echo this in an email to keep the momentum.

Day 21: The Plot Thickens Email

  • What to Do: Share a success story via email that hits close to home for them, proving you’re the hero they’ve been waiting for.

Day 28: Call Part Deux

  • What to Do: Check-in time. Have they dug into your shared goldmine of resources? Here’s your chance to clear up any fog.

Day 38: The Grand Finale Email

  • What to Do: Wrap it up with a bang. Highlight the journey you’ve shared, and leave them with a “your move” message, keeping the door ajar for future adventures.

Read More: 35+ Best Sales Email Templates To Close Deals

Next up! A complete cold email sales sequence.

An Email-Only Sales Sequence Expedition

Tailored for those who prefer a focused and direct approach, this strategy shines without the need for calls or social media outreach. You’ll discover how to craft emails that grab attention right in the inbox.

Each message is designed to convey value and compel action, guiding you through the art of engaging potential customers with just your words.

This streamlined sequence is all about maximizing impact with well-timed, well-crafted emails, turning potential interest into solid sales opportunities.

Day 1: The Icebreaker

  • What to Do: Launch with an email that gets them nodding. Hit on something recent or impressive they’ve done, linking it to how you can elevate their game.

Day 3: The Nudge

  • What to Do: Circle back with fresh insights or a twist on how your offering tackles their big bad wolf.

Day 7: The Value Drop

  • What to Do: Time to dazzle with a gem, like an article or webinar invite, painting you as the guide in their quest.

Read More: 10 Effective B2B Cold Email Templates to Grow Your Campaigns

Day 14: Success Story Spotlight

  • What to Do: Nothing speaks louder than a tale of triumph. Email them a case study that echoes their aspirations, showing the promised land is just a step away.

Day 21: The Exclusive Offer

  • What to Do: Tease an offer they can’t ignore, spotlighting a feature or benefit that screams “solution” to their problem.

Read More: How to Write a Meeting Request Email?

Day 28: Objection Overthrow

  • What to Do: Preemptively tackle any “buts” or “what ifs” with your next email, laying their fears to rest.

Day 38: The Closing Chapter

  • What to Do: Seal your email saga with a note that says you’re here when they’re ready, suggesting a low-commitment way to keep the dialogue alive.

Both these journeys are crafted to make your prospects feel like the hero of their story, with you as the trusty sidekick ready to help them conquer their challenges.

By keeping it personal, engaging, and value-packed, you’re not just reaching out but resonating!

Key Takeaways

  • First Impressions Count: Make your initial outreach memorable by tailoring it to show you understand your prospect’s unique challenges and how your solution fits.
  • Diversify Your Approach: Blend emails, phone calls, and social media interactions to reach your prospects through their preferred channels, enhancing overall engagement.
  • Persistence Pays Off: Regular, thoughtful follow-ups can turn initial silence into productive conversations and potential conversions.
  • Leverage Success Stories: Use testimonials and case studies to build credibility and illustrate the tangible benefits of your solution.
  • Deep Dive into Personalization: Beyond just using their name, customize your communication based on their business needs, recent achievements, or shared interests to create a genuine connection.
  • Optimize Through Testing: Continually refine your sales sequence with data-driven adjustments to keep your strategy effective and resonant.
  • Focus on Quality Leads: Save time and resources by identifying and engaging prospects who are most likely to convert, using early interactions to qualify their interest and fit.
  • Mind Your Timing: Send your messages when they’re most likely to be seen and acted upon, maximizing your chances of engagement.

Ready to Create Your Own Winning Sales Sequence?

Now that you have soaked up all there is to know about creating your sales sequence, it’s your turn to take the reins.

Utilize the insights, tips, and best practices you’ve gathered from this guide to start generating more qualified leads and driving your business forward.

The knowledge is in your hands—now make it work for you. Apply these sales sequence strategies with confidence, and prepare to see your lead generation efforts pay off in a big way.

Let’s get your business climbing to those new heights, one well-crafted sequence at a time.


1. What effective channels can I include in a sales sequence along with email?

Alongside email, why not dial up the engagement with phone calls and tap into the professional vibe of LinkedIn messaging? Calls give that personal warmth, while LinkedIn puts you right in the professional mix, letting you share and connect directly.

2. How often should I update or change my sales sequence?

It’s wise to review and adjust your sales sequence every quarter. Market trends, prospect feedback, and performance data can all signal when it’s time for a change, ensuring your approach remains fresh and compelling.

3. When should I send out emails in my sales sequence to achieve the highest open rates?

Adjust email timing based on recipient time zones and industry trends. Typically, mid-week mornings, say Tuesday to Thursday, around 10-11 AM, or after lunch, when things have settled, around 1-2 PM. That’s your golden hour for higher open rates.

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