Selling in a Crisis

19Seven Steps to Building Effective Prospecting Sequences

A prospecting sequence is an intentional series of prospecting touches, cross-leveraging multiple communication channels that improves the probability that you compel your prospect to engage with the right message, through the right channel, at the right time.

When prospects don't know you, it's much harder to get them to engage. In a crisis, when people have heightened risk aversion, it's doubly hard.

One way to overcome risk aversion is to become more familiar to your prospect. The more a prospect hears and sees your name, the more familiar you become to them and the more likely they are to engage.

Sometimes, your first prospecting message misses the mark. A prospecting sequence allows you to try multiple iterations of your message to home in on something that is relevant enough for your prospect to agree to meet with you.

Prospecting sequences systematize and organize persistence to give you an edge over your competitors when vying for attention and open otherwise closed doors. There are seven elements of effective prospecting sequences.

Targeted Lists

Effective sequences begin and end with targeted lists. Get dialed in on your IQP, industry vertical, geography, or decision-making role. The better and more targeted your list, the better your prospecting outcomes. Since it is easier to manage a smaller number of prospects, limit sequences to lists of no more than 25 prospects at a time.

Communication Channels