Best Practices for Outbound Sales Sequences

Apr 12, 2022

Author: collin stewart

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Most of us know we should be using outbound sales sequences, but there\u2019s a lot of conflicting information about how to implement cadences in our process. Every sales leader, content creator, and SaaS business seems to have its own idea about best practices.\u00a0\n

Darryl Praill is the Chief Revenue Officer at VanillaSoft, the industry’s most established Sales Engagement Platform. Darryl joined the Predictable Revenue podcast to discuss best practices and common mistakes companies make when implementing outbound sales sequences.\n


Why are sales cadences so important?\n

The main benefit of using outbound sales sequences is they counteract bad habits salespeople tend to fall into. For example, most reps take an average of 36-63 hours to follow up with a prospect\u2013yet if they were to call within the first few hours, the chances of connecting triple. Sales sequences force reps to follow up within that window.\u00a0\n

Similarly, most reps make two or three attempts to engage before giving up on a prospect, but research shows it takes an average of 9-12 touches to connect. Another common problem is that reps will cherry-pick which leads to reaching out to.\u00a0\n

Sales sequences eliminate these issues by ensuring that reps follow up a sufficient number of times and don\u2019t let any leads slip through the pipeline. Cadences also help eliminate the admin work of scheduling calls and follow-ups.\n

All of this results in a higher ROI on marketing efforts, and outbound sales can double or triple their pipeline without any additional investment in staff.\n


How to build sales cadences for your audience\n

1. Know your ideal customer profile (ICP)\n

Before you start writing emails, you need to know who you\u2019re speaking to. Start with identifying your ICP and the different personas within that. Know your buying committee, which may include everyone from executives to reps, and personalize your message to each persona.\n

For a sales cadence to convert, you need to understand your ICP on a deeper level. What are their pain points and what do they care about? Focus on how you can help them, rather than just stating the features of your product.\n

2. Keep it short and sweet\n

\u201cThe purpose of a meeting is to book another meeting,\u201d Darryl says. Stop trying to run through the entire buyer\u2019s journey in one email.\u00a0\n

There are lots of formulas out there to help you stay on track. The goal of your first few touches shouldn\u2019t be to bombard the prospect with information or book a meeting but only to entice them enough to respond.\n

For example, try the TTTT formula: trigger, third party, tell and teach:\n


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The tips in this book will help you navigate a better outbound process, one that focuses on human connection over quotas. Because ironically, focusing on your prospect instead of the sale will make you a more successful sales rep.

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