This post is one of our series of sales sequences. To get going on your first sales sequence, we recommend this post.
SDR Sales Sequence to Book an Appointment
In this example, we’re using a CRM (Microsoft Dynamics) and FunnelFLARE. The automation in this sequence is to aid getting in contact with the prospect. If we make contact with the prospect and get them on the phone/start talking about what to do, we exit this sequence. The automation maintains a consistent cadence and lets SDR’s know when to call using tasks inside the CRM.
Primary Goal: Book an appointment with an Account Executive (AE)
Other exit options: If the contact replies to the email or calls in on a tracked FunnelFLARE tracking number.
Sequence Preparation: Connect Microsoft Dynamics with FunnelFLARE, synchronize required custom fields, determine how we’ll flag contacts to add them to the sequence. We’re also going to build a “book an appointment” page that books a demo with an AE, sets the contact manager to that AE, and posts a deal to Dynamics. SDR’s are going to try to get prospects to book that demo. SDR’s will need a call script, 3 recorded voicemails they do themselves and 3 template emails which we’re not going to let them change.
Sequence Step 1 (email from SDR to prospect): We’re going to send an email from the SDR to the prospect and watch for activity. There’s a link to book an appointment with the AE in the email and if they book the demo, we’re done right here. If they click on the link but don’t book an appointment, we’re going to mark them for a priority call with the SDR. If there’s no activity for 3 days, we’ll mark them for a call on the morning of the 3rd day with our SDR.
Sequence Step 2 (call1): This is our scripted intro call from our SDR. They’re going to follow a call script if they get in touch with the client, otherwise, they’re going to drop “VM1” and “Email follow up 1”. In the sequence, we’re going to wait 3 days before automatically moving forward to the next step.
Sequence Step 3 (email buyers guide): In this step, we email the prospect again, this time inviting them to download a buyer’s guide. The buyer’s guide is a PDF we uploaded to FunnelFLARE. The link to that PDF is in the email and we watch to see if they download the file. If they download it, we create a task in Dynamics for the SDR to call the prospect at their earliest open spot. We wait for a click on that link for up to 5 days before automatically creating a basic reminder in the SDR’s calendar to follow up with the prospect
Sequence Step 4 (call2): The SDR calls the prospect again. The script has not changed, but they’ll use “VM2” and “email follow up 2” if they get the prospect’s voicemail again. We’ll wait 7 days then schedule another follow-up call for the SDR in Microsoft Dynamics.
Sequence Step 5 (call3): Last step in this sequence. The SDR is going to text the prospect upfront with SMS1. This text says who is calling and why in order to prep the prospect and hopefully encourage them to answer the call. 5 minutes later, the SDR calls. If they don’t get a hold of the prospect, they leave VM3 and “email follow up 3”.