To some people, building outreach sequences for prospects is easy. However, for most people, that isn’t the case. In today’s episode of The Sales Evangelist, Donald is joined by the co-creator of the Money Sequence, Miranda Morrison, to explain how she built a sequence that doubled engagement upon implementation.

Sequencing, especially in tech sales, is critical.

• Before the money sequence, Miranda’s company had email segmentation for many audiences depending on their interests, position, and what information would be most pertinent to them.
• What made it successful was the combination of ‘spray and pray’ with highly personalized and individualized approaches. 
• Personalizing later in the sequence (by reference to an article or important piece) shows a degree of research that is most effective without spending too much time.
• Personalization at scale is the best approach. However, there are times a more personalized email is more appropriate, which is often later in the sales cycle.

What metrics were they focused on?

• The goal for each SDR was to book ten meetings each month, and Miranda found that short and sweet messaging was well-opened but infrequently responded to. 
• Moving to a more personalized sequence later in the cycle resulted in a larger shift.
• After converting to the money sequence, Miranda adjusted her copy to be more bulleted and more personalized that presented the same information, but the tone as a whole was catered more toward the job title of the prospect.

The Money Sequence - 18 steps over 28 days:

• Always start with a phone call and ensure you have the correct phone number. Call and email on day one. 
• Day Two - Phone call again
• Day Four - Phone call with an email. With this email, Miranda utilizes Drift for videos. Putting a face to a name is the best way to separate yourself from the pack in an email format.
• In her video, she gave insight into what the platform looked like so the prospect wasn’t entering a meeting completely blind.
• If there isn’t an opportunity for personalization, the video still serves as a source of information that people would open.
• Steps 5-8 are phone calls and a LinkedIn request
• On Day 10, she manually replies on the same thread as her video message.
• Step 11 (Day 13) - Another phone call
• Her other best email? Coffee on me. Coffee chat sessions with ideal clients offering a gift card in exchange for taking a look.

Miranda’s advice to someone scared of reaching out and facing rejection? She used to be terrified of it. But most of the time, the people you’re contacting are used to it and know what’s happening. If you provide genuine value, there is nothing wrong with how you reach out.  Maybe the money sequence isn’t perfect for your industry. If not, find what works and stick with it.

This episode is brought to you in part by Skipio.

Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real.

But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com.

This episode is brought to you in part by Scratchpad.

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As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio is provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS

hubpspot.com/marketers

bluemangostudios.com