How to Create Sales Sequences Your Reps Will Actually Use - Sales Hacker

Sales reps should feel part of the content creation process to increase their chances of using the sequences.

When you involve reps:

• Use their time wisely. Once a month is enough to review content.
• Review all content, and come prepared with adoption statistics.
• Ensure quality by encouraging the reps to use the proper sequences.

For larger companies, SDRs often use up to 100 sequences, while smaller companies can use 10 or 15 sales sequences.

Content supply chain steps:

• Brainstorming new content ideas
• Ensuring content ideas connect to actual use cases
• Writing the content
• Uploading and formatting the content
• Measuring adoption
• Measuring performance
• Managing the technical operations

A simple sequence-structure should include three paragraphs:

• Personalisation based on personas.
• Value proposition. Connect the pains of each persona to how your product solves the problems.
• Call to action, such as a demo or webinar.

• Keep it short. The whole email should fit on a phone screen without scrolling.
• The email must be about your customer, not about the rep or company.
• Talk about value propositions, not the features or benefits of your products.
• Use simple language.
• Avoid information overload. That is why we have sequences.
• Each email should have a standalone value and is distinct from other messages in the sequence.
• Include phone calls or LinkedIn messages for variety.
• Send prospects things that drive value, such as an eBook or webinar invitation.

Testing different versions of your email copy can help you sharpen your message. However, test one thing at a time and in an isolated way.

For example, test if adding a link to an email affects deliverability. Or how the length of a subject line performs.