#OS12: [Part-1] 3 Powerful Sequence Frameworks from Leading Sales Experts

Struggling to generate enough responses, book meetings, and build a healthy sales pipeline can be incredibly frustrating.

This is where your sales sequences come in. They're like roadmaps designed to guide you through the entire customer engagement process, from initial contact to booking meetings and building a strong pipeline.

The good news is, these frameworks already exist! Sales experts have tried various methods with thousands of prospects and achieved great results.??

Replicating and adapting these frameworks to your target audience is much easier than starting from scratch.

This edition covers 3 such sequence frameworks. Let's get started!

The Justin Michael Method Framework

This framework is the exact sequence that Justin Michael uses for almost all his clients.

The Triple Touch

The triple touch consists of 1 call, 1 voicemail, and 1 email sent within 2 minutes.

This allows the prospect to choose their preferred channel for replying and helps them become familiar with your name.

Clusters and Bumps

Justin divides this sequence into 3 clusters. Each cluster has a main email addressing the pain point and 2 "bumps" that follow up.

The "bumps" are flexible. They can be follow-up emails, reply bumps, or LinkedIn messages. Basically, you can choose the channel.

Here's the framework:

Total of 21 touches in 11 days

• 9 emails
• 3 LinkedIn touches
• 6 calls, with 3 voicemails

The JMM framework works great on sales buyer personas. However, you can consider extending the sequence between the clusters based on your target audience.

You can check out Justin Michael’s post to get message templates for each step of the sequence.

The Agoge sequence

This sequence was created by Sam Nelson, Founder at the Agoge Prospecting School and former Sales Manager at Outreach.

Sam got promoted to SDR Manager and wanted to manage all of the newest SDRs on one team ???

He got inspired by the grueling training of Spartan warriors called Agoge and hoped this approach would be a game-changer.

His team knew bad habits picked up early by new hires could be tough to break later.?

However, they believed the Agoge team, if done right, could boost performance, consistency, and fresh ideas for the sales team.?

And it worked! His Agoge team crushed their goals, achieved 243% of quota, 100% participation, and they became the fastest-growing sales group ever.?

So, here’s the sequence that the Agoge team used:

It combines email, phone, and social media touchpoints.

• The opening emails: The first email is crucial. You have to personalize the first two sentences to grab attention and show that you’ve researched your customer's needs and pain points. This personalized touch sets the stage for the rest of the sequence. So, there’s no need for “hope this email finds you well”. That’s just going to wear things down.
• Reply emails: A clever trick is to send follow-up emails simply saying "Checking in!" or “Just seeing if you got this...” so that your first email jumps back to the top of the prospect’s inbox. This short reminder keeps your original email visible for another shot at being seen.
• Middle emails: Same strategy as the opening emails except the entire first email is a template and sent automatically. Write an email that is generic enough to be used with all prospects, make your value proposition clear, and ask for a meeting at a specific time at the end.
• Social touches: This can be any channel based on your prospects and doesn’t have to be LinkedIn only. Of course, if your prospects are active on LinkedIn, go ahead. But it’s not the only way.
• Calls: Use the first two lines of the initial email as the opening to your call script. it takes no additional research on your part. Opening with those first two lines will help your prospects recognize you easily.
• Break-up email:? If someone doesn't respond, send a final email. The goal here is to be remembered, even if it's funny or blunt. A reaction is better than silence.

Total of 15 touches in 27 business days

• 7 emails
• 6 calls, with 2 voicemails first and middle calls
• 2 social touches

This sequence works great because:

• Once you have a successful Agoge team, replicating it becomes easier, provided the outreach sequences are meticulously designed.
• The Agoge leader can focus on challenges faced by new hires. Since new SDRs are prone to making mistakes, the leader can identify and address them quickly.
• The Agoge team can quickly adapt and implement new changes & ideas.?

The Flip the Script sequence

This sequence is created by Becc Holland, CEO & Founder at Flip the Script and former SDR at Chorus, G2, and Gong.

This sequence has fewer emails and is heavily focused on personalization.

It starts with a LinkedIn research step followed by emails and calls shuffled.?

As mentioned before, this sequence uses only 5 emails:

• Emails #1, #3, and #4 are heavily personalized and include a 'Personalized Premise,' and should take less than 8 minutes to send (~3.5 min. average)
• The remaining two (Emails #2 and #5) are less personalized and should take less than 5 minutes to send (~45 seconds average)?
• You’ll see good results on Email #1, #2, and #5. According to Becc, Email #5 (the break up email) has the highest conversion overall.

Cold calls should ideally be around 2 minutes long. Becc recommends using the 'Personalization Premise' from the most recent email when speaking with the prospect.

Here’s the overall sequence structure:

Total of 16 touches in 21 business days

• 1 LinkedIn (research step)
• 5 emails
• 10 calls, with 2 voicemails?

?? Do these frameworks work?

Yes, but they're not magic bullets. Their effectiveness depends on several factors.

• Quality of Implementation: Following the framework steps diligently and customizing them for your specific audience is crucial.
• Target Buyer Persona: Understanding your ideal customer profile helps you choose a framework that aligns with their needs and expectations.
• Market Conditions: Some frameworks may be more successful depending on the current market trends and industry dynamics.

These frameworks worked for sales teams at Outreach and Flip the Script because they were customized to their specific needs, which is why they were successful.

Remember to optimize these sequences for the best results!?

Use data insights to identify what's working and what needs improvement. Don't be afraid to experiment and adapt the framework to your specific needs.

Helpful resources

LinkedIn post of the week

Ever wonder what to do after a prospect shows interest but doesn't book a meeting? Jed Mahrle has got the answer! His nurture sequence with 6-8 personalized emails boasts a 75% open rate and 6% reply rate. Check out his post for the more details!

Podcast of the week

Struggling to integrate social selling into your outreach? Daniel Disney, the king of Social Selling, joins Will Barron to discuss the optimal timing for social touches within your sales sequence. Listen now!

YouTube video of the week

Will Aitken reveals a powerful 15-step, 15-day automated sequence that uses multiple channels to get noticed and convert leads.? Multiple touches across various channels are key in B2B sales, and this video shows you how to automate them for success!

This is just the beginning!

These frameworks provide a powerful foundation, but as said earlier, you have to customize the entire structure & messaging within the sequence to make it work for you.

Now try them out and turn those cold prospects into hot customers!!!

Until next time,