All About Sales Sequences (and Why They Matter)

If you’re in the business of selling anything – products, courses, webinars, coaching services, or anything else of value – you’ve probably heard the term sales sequence before. But if you’re not all that familiar with them, it can honestly be super intimidating to figure it out on your own. Especially if you don’t have an entire sales team behind you. 

Let me be clear: Not knowing where or how to start is entirely normal. This isn’t knowledge we just happen to pick up along the way as entrepreneurs and business owners. Sales sequences take time, strategy, and consistency in order to be successful. But once you do have them? The results are amazing. 

That’s why I’m here to break down what a sales sequence is, why they matter, and steps you can take to integrate them into your day-to-day business and your future launches. 

What is a sales sequence?

A sales sequence – sometimes called a sales cadence – is a series of touchpoints you make with prospects to move them further down the sales funnel. Of course, the ultimate goal is to get them to convert: to buy the product, sign up for the webinar or course, or download your newest resources. And as much as we would love prospects to jump straight into buying, it often takes a lot of warming up first. That’s where your sales sequence comes in. 

How did sales sequences come to be?

Before today’s technology, sales sequences used to be long-ass sales letters sent to prospects via snail mail. Or a ton of cold calls that went unanswered. Which, of course, all made sense at the time but doesn’t quite work in today’s world. Besides, nobody wants even more mail to sort through or unsolicited calls to their phones, right?

Over the last decade or so, companies have started leveraging all the technology, prospect information, and automation that’s readily available and using it to create really smart sales strategies. Thus began more meaningful sales sequences that became split up across several days and multiple touchpoints.

What does a sales sequence include?

Think about all the different ways you can connect with your audiences right now: emails, text messages, social media messages, and yes, even phone calls. All of those can be included in a sales sequence, which typically spans anywhere from seven to ten days, depending on the length of your launch. 

But today’s sales sequences aren’t just about checking off a long to-do list: Yes, I emailed them. Yes, I texted them. Yes, I followed up with them. 

I mean…would you buy from a business that’s that dull? Me, neither.

Instead, you want to hit different buyer personas throughout different points in the sales cycle. You want to generate meaningful connections with them. Ask and answer questions like:

• What problems are they currently facing? 
• How does your product help solve them? 
• Why should they trust you to help them? 

Bottom line: Think about what you know about your audience and meet them where they are. 

Why are sales sequences important for your business?

By now, you’ve probably figured out why sales sequences are important for your business. But let’s drive home the point anyway.

The simplest explanation? To make sales. Which is pretty obvious, right?

The longer explanation?

• To create a seamless sales process for your team
• To establish brand loyalty and trust
• To create meaningful connections with audiences
• To nurture new prospects and leads 
• To provide audiences with the solutions they need
• To gain new insights into your audiences’ behavior
• To grow your business and profitability
  

And so. much. more. Sure, sales sequences are about, well, selling. But when you finally tap into their limitless potential, they can grow your business in ways you didn’t know were possible.

Ready to create a sales sequence? Join our Launch BFF waitlist! 

Now that you know just how valuable sales sequences are, it’s time to create one for your biz. And our Launch BFF membership can help you do just that.

Every month, members unlock new launch guides, strategies, and templates to take your business to the next level. Included in those perks? Sales sequences. 

Want to get your hands on these templates and so much more? Join our waitlist to become a Launch BFF!