The optimal number of steps in a sales sequence depends on factors such as the industry, audience, product complexity, and sales goals. However, research and best practices suggest that 5 to 12 steps tend to be most effective for nurturing leads and maximizing engagement. Here’s a breakdown:
General Guidelines for the Best Sales Sequence
- Too Few Steps (<5): Risks insufficient touchpoints and losing the prospect’s attention.
- Too Many Steps (>12): Risks overwhelming or annoying the prospect, reducing the likelihood of engagement.
- Ideal Range (5-12): Balanced approach to maintain consistent engagement without overwhelming the prospect.
Typical Steps in a Winning Sales Sequence
| Step | Action | Timing |
|---|---|---|
| 1 | Initial Outreach Email | Day 1 |
| 2 | Follow-Up Email | Day 3 |
| 3 | LinkedIn Connection/Message | Day 5 |
| 4 | Call or Voicemail | Day 7 |
| 5 | Content Sharing Email | Day 10 |
| 6 | Social Media Engagement | Day 12 (e.g., like/comment on a post) |
| 7 | Second Follow-Up Email | Day 15 |
| 8 | Call or Voicemail | Day 18 |
| 9 | Personalized Video Message | Day 20 |
| 10 | Final Email (Break-Up Email) | Day 25 |
Key Considerations
- Multi-Channel Approach: Use a mix of emails, calls, and social engagement to increase response rates.
- Frequency: Avoid being too aggressive; leave 2-3 days between touchpoints.
- Personalization: Tailor each step to the prospect’s behavior and preferences.
- Content: Provide value in every interaction (e.g., insights, case studies, or solutions to their pain points).
- Exit Criteria: Define when to stop the sequence if there’s no response or if the prospect declines.
Adjustments Based on Industry
- B2B SaaS: More steps (closer to 12) with educational content like case studies or webinars.
- E-commerce: Fewer steps (5-7), focusing on urgency and discounts.
- Enterprise Sales: More steps (up to 12), including account-based marketing and custom offers.
Why 5-12 Steps Work Best
- Prospects often require multiple touchpoints (7-8 on average) to respond.
- A balance ensures persistence without being intrusive.
- Multi-channel engagement improves the chance of connecting.
Create Your Best Sales Sequence
To achieve a balance that nurtures leads and maximizes engagement without overwhelming prospects, edit your actions, messaging, and timing throughout the sequence. Tailor the sequence to your audience’s preferences, monitor performance metrics, and refine your approach to optimize for success.