When it comes to successfully keeping your pipeline flowing, your sales team needs to use the most effective strategies to nurture prospects. Creating workflows will help your sales reps know what steps to take to continue building relationships to keep your name front and center by providing them with valuable resources, while simultaneously building rapport with your prospects. Here are a few key factors to create your own personal sequence.
Timing is a crucial piece when working to close a deal. Sometimes after a sales pitch with a prospect, you find out they are weeks or months away from making a decision. Maybe they have a contract with someone else or the money isn’t currently in the budget. Listen and note the information they provide you. This data should be documented in your pipeline, so you know the next action to take, during the appropriate time. Furthermore, build a competitor analysis to show prospects why you are a better choice than their current partner.
If your sales process spans over a period of time, put a nurturing sequence in place. Just because a prospect says they won’t be ready for another six months, doesn’t mean that is the next time you should reach out to them. Have a consistent marketing strategy to keep your name and services top of mind. If you continue nurturing with thought provoking material, it will also build trust and rapport with your prospects and customers. It’s also crucial to continue the nurturing process with past and present clients because this can result in reengaged relationships. This will also give your clients information to elevate their campaign with you or overall business strategy.
Elicit a Response
When you are working to get in touch with a prospect and plan to reach out to them multiple times, having pre-written email templates will give your sales team a running start. It may seem daunting to think of the work it will take to create these templates, but it will save your sales team time down the road. From there they can customize messages to give them a personal touch while sending them in a timely manner. It’s important to tailor your message to the specific prospect, so they know you are taking the time to build a relationship with them. Once someone replies, the sequence stops and your rep can personally reach out to schedule a call or meeting.
It’s also important to understand how to balance outreaches and comprehend when a lead is officially dead. In the sequence process, think of the power of 3’s - email, phone and social media messages. Reach out to prospects on these channels no more than three times over a 20-30 day span. Establish a time-frame based on your sales cycle, so when you haven’t received a response, you know it’s time to step away.
Lastly, track and analyze the effectiveness of your messages. Continual reviews of your templates will help you discover what’s working and what’s not and how you can improve your use of sequences. Using data based on email opens, clicks and replies will help optimize your sequences. From your findings, tweak and change messaging or your overall strategy to find what works best for your team.
If all of this sounds like too much of an undertaking for your company, there are automated services such a45s Sequences on HubSpot or a business like MPI to help guide you through the process. Whichever implementation strategy is best for you, know that creating proper workflows will streamline your sales team to prove themselves as an industry leader and close more deals.