GlossarySales Sequence

What is a Sales Sequence?

A sales sequence, also called a sales cadence or a sales campaign, is a series of clearly delineated steps to convert your prospects into paying customers.

Sales sequences usually contain between five to seven steps, and take an omnichannel approach. In other words, the steps in a sales sequence may consist of emails, phone calls, text messages, social media messages, or other points of contact—whatever you’ve discovered is most effective through sales analytics.

What Are the Benefits of a Sales Sequence?

Without a clear-cut sales sequence, too many sales representatives adopt a haphazard approach. They may give up after just one or two attempts to reach a promising lead or even forget about prospects they haven’t spoken to in a while.

The purpose of defining your sales sequence is to remove ambiguity from your sales pipeline. By adopting a sales sequence, your sales representatives can all be on the same page, helping to establish best practices and remove the guesswork from the process.

What Are the Components of a Sales Sequence?

Businesses may choose to define many different components as parts of their sales sequence. One important element is the messaging to use during each contact. This may include:

  • A welcome message for new prospects
  • Nurturing messages to demonstrate your company’s value
  • Engagement messages that ask prospects to actively engage with your content
  • Conversion messages that seek to convert prospects into customers
  • Follow-up messages that ensure customers are satisfied and engaged after conversion

Other components of a sales sequence may include the type of channels used for given messages, the length of time between each contact, and the maximum number of attempts to reach out to a prospect.

What Technology Is Used for a Sales Sequence?

Sales sequences can be optimized through techniques such as workflow automation. When a prospect takes a certain action (e.g., viewing a webinar or downloading a white paper), you can automatically initiate the next step in your sales sequence (e.g., sending an email or scheduling a phone call).

To efficiently perform sales management, high-performing sales organizations use sales sequence software. These applications help you manage, organize, automate, and personalize the messages of your sales sequence. They also integrate with other sales software such as CRM (customer relationship management) and sales intelligence applications, helping you enact a digital sales transformation.

Are you looking to optimize your own sales sequence? Conquer can help. Get in touch with us today for a chat about your business needs and a free demo of our omnichannel sales engagement platform.