Follow up sequence strategy
Depending on the importance of the offer, the risk, and the reputation of the company, some follow-up sequences can be more than a few emails and require in-depth customer research.
Sales follow-up sequences require more work, but they also bring much more value. They helped us attract our first 175 clients.
It takes two weeks to complete and looks something like this:
- An introductory cold letter A gentle but emphatic reminder (2-3 days after the first letter).
- A value proposition (3-4 days after the previous letter) A reminder of a customer problem (3-4 days after the previous letter).
- Missed opportunity letter (4-5 days after the previous letter).
- Now the question…
How do you give undeniable value to cold emails?
There are six basic ways to make your emails valuable and get your potential customers to respond, which will advance the sales process.
Case studies are a powerful tool because they show how one of your customers successfully solved a particular problem with measurable results.
They allow you to attract attention, demonstrate value, show differentiation, and reduce risk.
Success stories are a summary of a customer’s successful experience with your company, enough to generate interest.
Challenges are stories; they are predictions of what could go wrong or not work. If you can anticipate the reasons for your potential customers’ reluctance, give them stories that relate to those reasons.
Reviews – This time it’s not you telling the story, it’s your satisfied client. And that can have a huge impact. According to Groove, testimonials posted on the homepage, guest post landing pages, and in email marketing campaigns have helped increase conversion rates by 15%. They build trust, sell without selling, and overcome skepticism.
Referrals – can help close new buyers/customers at least 50% of the time! This means more new business with fewer potential clients. The best referrals start with getting to know someone your potential client knows, trusts, and respects. Referrals allow you to get ahead of your secretary, get ahead of your competition, earn trust and credibility, and possibly get a recommendation from them for another potential client.
Relevant content – If you don’t have customer data to share or no data that is relevant to your potential customer, you can still offer value by including valuable content.
It’s simple and allows you to prove that you’ve taken the time to understand the potential customer’s problem and find something that can help them solve it, without necessarily including your product in the process.
Sales cycle over a year
While small deals can lead to a quick decision, large or complex deals may require you to build additional trust or more persistence for your potential buyer to decide to respond to your messages.
Remember, these long email sequences need to be integrated into multi-channel approaches that will allow you to build a more meaningful relationship.
You can’t be an expert in all methods of reaching customers, but you also can’t stick to just one way of reaching out.
Sales are about creating relationships, and the more naturally you do this, the more successful you will be at winning new customers.
We would be glad if you could adapt our customer interaction plan to your own needs and use it. Do your research on your potential client, understand what you expect from him, and develop your email strategy based on this!
If you need new clients, we’re always happy to get to know you and do a free audit.
Our company Smart City Enterprise is based in Prague and operates in 130 countries.
I am sure that together we will develop an effective way to find and attract new customers for your business.
And most importantly, we do all the work ourselves, all you have to do is follow the reporting and the process.