Optimizing your time-consuming sequences (Sam Nelson, Founder @ SDRLeader.com)

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1. 4:04

   Like no matter how good they are, most of them will never be seen. This is something that's important because it's very dangerous. Writing really long, detailed emails can actually feel productive, even though it's not productive for your overall strategy. Very nice. Round us out, Sam. What's number three? “And then number three is don't personalize your value proposition.” So in your emails, that is a time where a lot of energy can be wasted. So there are a few parts. There's the subject line, there's your opening line or two, and then there's the value prop. Like you can get away with having a very short, simple, clear explanation of the value

   In Personalization prioritization

2. 4:29

   So there are a few parts. There's the subject line, there's your opening line or two, and then there's the value prop. Like you can get away with having a very short, simple, clear explanation of the value that your company provides that can be completely templated and work just as well in every email. “Personalization is relatively effective at the very beginning where you want to prove” that you are an actual human. And so spend your personalization energy at the very beginning to prove that you're an email and get the open rate. You don't need to reinvent the wheel on the value prop every single time. Make it very short, make it very concise and make it very clear.

   In Opening line personalization

3. 4:44

   Personalization is relatively effective at the very beginning where you want to prove that you are an actual human. And so spend your personalization energy at the very beginning to prove that you're an email and get the open rate. You don't need to reinvent the wheel on the value prop every single time. “Make it very short, make it very concise and make it very clear.” So Sam, going back to number one, I can't count the number of times I have tried to break down messaging for someone only to realize they were sending that messaging to the completely

   In Value proposition

4. 9:53

   used it somewhere else, they really love it. And then so we would do an entire sequence, just basically asking for a referral to the right person. Because once we have a referral to the right person, we can put them into the referral sequence and we'll get a reply most of the time. So that's one way to run that play with end users that are far from the action that can still be productive in “getting you an initial opportunity.” Well, so I'm sort of kicking myself because I used to sell to law firms and I would sell Law Firm Time Tracking software that would save the attorneys a ton of time on tracking their time. But we ultimately would have to sell to like the COO or the CFO,

   In Referrals

5. 11:02

   Okay, cool. Well, actually, let me clarify because like the semantics are a little confusing. Like, so we'd have one sequence that was focused on eliciting referrals. Let's call that a referral request sequence. These are for people who maybe would be ignored if it wasn't so efficient to reach out to them with a sales engagement platform. And then once we get referrals, “then we put them into a referral sequence, which the referral sequence is the most effective” sequence that I've ever seen in my history of working at outreach, right? So once we get referrals, then we put them into the referral sequence. So there are kind of two parts, eliciting the referral and then also putting them into the referral sequence. So I was referring to the eliciting a referral sequence. So when would you typically use

   In Referred-contact follow-up

6. 13:47

   personalization up front and put a clear value prop, but it's compatible with any email. But basically what that sequence does is it leverages that email in 10 different parts of the process without using any extra time. So you do your personalization up front, and then you can reuse “that when you do your cold calls, and then the following emails will recycle that content.” And so you can kind of milk that personalization like 10 different times. There's more than one person at a company where you can start an opportunity. And so best case scenario, you just move on to someone else who can be an immediate opportunity. And then you can kind of keep going to new people there. Once you run out of those, then you can

   In Scalable personalization

7. 25:46

   might still be helpful. 3. The value proposition should be standardized based on the persona. In other words, that middle part of a cold email stays the same, and this allows you to have as few sequences as humanly possible. “And then if you have key personalization triggers, all you do is you use snippets and templates” for that. 4. If you have overdue tasks, that is not a bad thing. In fact, you should always have a couple of overdue tasks. Just try to make sure that they don't get more than two to three days overdue. But you can always have a place to go if you want to prospect a little bit more today.

   In Scalable personalization

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