Posted On July 23rd, 2020 by Profit Network Australia.
“ a series of sales touch points, including emails, phone calls, and tasks, which are delivered in a pre-defined cadence”.
This article covers the following four basic steps – Define a Sequence Strategy that scales, build an effective Content Committee, uncover The Numbers, and ensure you have the perfect Steps.
As a business owner you always need to make sure that your Sequence Strategy is effective and should also make sure that:
1. You are NOT building the same sequences over and over.
2. You have measure what WORKS and what is DOES NOT WORK.
3. Everybody in your Sales Team are using the SAME sequences and not doing their own thing.
Why? Simply, without a standardised sales sequence strategy then you will be unable to correctly monitor and implement measurement strategies and this is more important than ever in our Covid-19 current environment.
So now you have your Strategy so what needs to happen next? The answer is to form a Content Committee.
The Content Committee needs to review how your Sales Sequence Strategy is performing and make minor changes every month and should also undertake a complete overall of the whole Sequence Strategy.
The committee should be a cross-functional team, that includes your top performing sales reps and needs to look at the following “Numbers” areas:
1. Prospect Reply Rate
2. Email Open Rate
3. Email Reply Rate
4. Email Bounce Rate
5. Email Opt-out Rate
The Content Committee needs to evaluate the data in each individual step and they need to make sure that they have the right number of steps, eliminate problematic emails, don’t create bottlenecks and finally, turn off poor performing steps.
Here’s is the basic process how to figure out if you have the right number of steps in your sequences:
If your reply rate on the last step of the sequence is still pretty good – relative to the reply rates on the other steps – (over 3% for prospecting sequences), this means your sequence is not long enough and you could be getting additional replies later on. Add another step.
Manual steps (e.g. phone calls) have a tendency to create bottlenecks if you put too many prospects in Sequence or don’t keep up with your tasks. This leaves prospects waiting in Sequence Purgatory and not advancing to automated emails. What you need to do if you see this happening, talk to your reps about what they’re spending their time on and what’s keeping them from staying on top of their tasks.
Make sure that you running A/B tests with each of your sequences? They’re easy to set up, just clone one of your email steps in your sequence and tweak your messaging a bit in the new one and make sure that this is automated. After a couple hundred prospects have gone through, the A/B Testing will clearly show you which email performs better so you can turn off the under-performer.
Next, leverage your “unsubscribe” data to help you identify and eliminate problematic emails. Is one particular step getting more opt-outs than the others? Fix it. Something in that email is not sitting well with your prospects so you should modify it.
Here at Profit Network Australia we understand more than ever, staying connected to your customers is key to your bottom line and recognise that a key element for any small business owner is to research and implement a Sequence Strategy. A good effective Sequence strategy can help you communicate COVID-19 updates with customers, schedule critical meetings and that the article above has given a basic overview of the strategy.
Profit Network Australia would like to remind small business owners that above all else, remember that making real connections with other people is more important than ever during this time of uncertainty.