Personalization Sales Prospecting

Personalized Outreach Sequences Sure to Book More Meetings

Before diving into outreach sequences, let’s start with a joke:

4 people walk into a bar. The bartender, without asking for their order, serves everyone a Martini. Robert is happy with his drink, the others not so much. Does the bartender’s behavior seem obnoxious?

Well, that’s how it feels like when you use the same outreach sequence to everyone on that prospect list you just uploaded to Outreach. Not cool, right?

Everyone has their preference when it comes to emails. Yes, some of them are basic and apply to everyone (shorter, contextualized emails, etc.) but some preferences are not applicable to everyone. If you’re able to tap into the preferences of all these prospects, you can expect a higher response rate to your campaign. Sometimes by over 233%

And guess what? Studies have shown that personality is a huge subconscious factor when it comes to purchase decisions.

Now enough with the small talk. Let’s look at some of the personality types and how to build personalized cadences that are going to help you book more meetings with each of them.

How Outreach Sequences work

A sequence in Outreach is a series of activities that drive deeper engagement with a Prospect. Sequences are a guide to ensuring the right sales activities are conducted and communications are sent to build a sales pipeline and close deals.

Step types in an Outreach Sequence

A step in a sequence can be of the following types:

Auto email

Emails are delivered automatically at the given time based on the template that you decide.

Manual email

A task is created to edit and send an email to the prospect. You can store some of the content snippets on the email for quickly sending it out.

Alternatively, you can store your snippets (aka shortcuts) in a text expander like FlyMSG from Vengreso.

Phone call

A task is created to call the prospect.

LinkedIn activities

Outreach lets you create multiple LinkedIn based tasks like view the prospect’s profile, interact with their post, send a message, send a connection request, etc. 

How to decide the steps in an Outreach sequence

Outreach doesn’t tell you what steps to use in a sequence and leaves it to the judgment of the salesperson. However they do offer some templates that you can use based on the prospect type.

Science has shown that people with different personality types respond differently to different communication mediums and frequencies. Be it a phone call, email or social interaction.

Some people don’t mind a cold call but others prefer email first. Some respond well to social connections and others not so. And even with each of these mediums, there are different things to focus on based on personality.  

Following a standard sequence to all your prospects will still get you mixed results, but you’re limiting your potential by doing so. If you want to increase your overall response rate, going that extra mile and incorporating personality based variations of your sequences will help you achieve that.

Now if you want to build such a sequence that converts, here’s our suggestion based on the personality of the prospect. 

Note: Not only do you need to alter your sequence according to personality type, but also change your tone of delivery according to your buyer. A phone call to a Goal oriented prospect will be much different from one to a Relationship oriented prospect. We’ll write about tones of delivery in a future article.

Example Outreach Sequence: Goal-oriented prospects

If you’re familiar with the DISC personality framework, people with the personality type D tend to be highly goal oriented. They’re what you would call ‘Commanders’.

Writing to them about having gone to the same college or about ‘mutual connections’ is not going to move the needle. Instead focus on what your product/service can do to help them achieve their goals. They’re likely to respond to communication that shows them the end vision.

Planned calls work the best with them so drop an email first!

Here’s a simple 15-step sequence to use on your goal oriented prospects.

ActivityStep Interval
Auto email – Introduction (formal)Day 1
LinkedIn connectDay 1
Phone callDay 2
Interact with LinkedIn postDay 3
Manual email – Talk about product impact and objective proof pointsDay 5
LinkedIn messageDay 5
Phone callDay 6
Manual email – Talk about competitive differentiationDay 8
LinkedIn messageDay 10
Interact with LinkedIn postDay 12
Auto email – Do a followupDay 12
Phone callDay 15
LinkedIn messageDay 18
Auto email – Do a followupDay 20
Phone callDay 20

Example Outreach Sequence: Relationship oriented prospects

Next up, we have the ‘Energizer’ – prospects with personality type I. You know, the ones that are high on energy and generally prefer to be friendly. 

You might think showing ROI might work on all prospects. But here’s where you went wrong. This is what excites them – Talk to them about their team and how your product will help them do things better and easier. They don’t mind the cold-call during the right time.

Here’s a simple sequence to use on your relationship oriented prospects. 

(They don’t mind the extra follow-ups but know when to stop)

ActivityStep Interval
Manual email – Introduction (informal)Day 1
Phone callDay 1
LinkedIn connectDay 2
Interact with LinkedIn postDay 2
Manual email – Talk about their team and goalsDay 3
Phone callDay 5
Interact with LinkedIn postDay 6
LinkedIn messageDay 7
Interact with LinkedIn postDay 9
Phone callDay 10
Manual email – Talk about similar deals you’ve worked onDay 12
Interact with LinkedIn postDay 14
Auto email – Invite them for lunchDay 14
Phone callDay 17
Auto email – Follow up on that lunch invitationDay 17
View LinkedIn profileDay 20
Interact with LinkedIn postDay 21
Interact with LinkedIn postDay 21
Phone callDay 23
Auto email – Share a case studyDay 24
Phone callDay 25

Example Outreach Sequence: ROI oriented prospects

Now comes my personal favorite prospect type – The Yogis. Maybe that’s because I’m one 😁 

Prospects high on S on the DISC scale prefer outreach to be formal and polite. Anything flashy and they’re out immediately. It’s better to be upfront with them and share information about the process and how it would address all concerns. If there are any pitfalls, talk about it too.

Here’s a sequence to use on your relationship oriented prospects. 

ActivityStep Interval
Auto email – Introduction (slightly formal)Day 1
Phone callDay 2
LinkedIn connectDay 3
Manual email – Talk about the outcomes and resultsDay 4
Manual email – Share a case studyDay 5
LinkedIn messageDay 6
Phone callDay 7
Interact with LinkedIn postDay 8
Auto email – Followup on the case studyDay 9
Manual email – Send a different case studyDay 12
LinkedIn messageDay 14
Interact with LinkedIn postDay 15
Phone callDay 17
Phone callDay 19
View LinkedIn profileDay 20
Auto email – Send a third case studyDay 20
Interact with LinkedIn postDay 21
Interact with LinkedIn postDay 22
Phone callDay 24
Manual email – Talk about the process and how it would address their problemsDay 24

Example Outreach Sequence: Risk Averse prospects

Calculative prospects who look into every little detail? They are – The Critic. Any little fluff and they’ll not talk to you again. You’ll really need to focus on the details and make extra efforts to not seem pushy or confrontational.

They usually prefer emails at first and might get into a zone of resistance with a cold call. So keep that in mind!

Here’s a 10 step sequence to use on your risk averse prospects. 

ActivityStep Interval
Auto email – Introduction (very formal)Day 1
View LinkedIn profileDay 1
Phone callDay 3
Manual email – Talk about facts and numbers. Share a case study.Day 4
LinkedIn connectDay 6
Manual email – Tell them about the ROI they can expectDay 6
Phone callDay 7
Manual email – Talk about competition (both in terms of features and pricing)Day 8
Interact with LinkedIn postDay 10
Auto email – Follow Up emailDay 12
View LinkedIn profileDay 14
Interact with LinkedIn postDay 15
Auto email – Share another case studyDay 19
Phone callDay 20

Knowing how to segment your prospects for outreach sequences

Now how do you know which cadence to use for which prospect? After all, we haven’t even interacted with any of them. 

Personality AI enters the chat.

With modern AI technology, predicting the personality of your prospect becomes a cakewalk. And the accuracy? Nothing short of astounding! Experts believe that it’s even better than human judgment (without the bias).

Here’s how you can integrate your Outreach account with Humantic Personality AI to get the personality data of all your prospects right within your engagement platform. So you can run personalized sequences that are sure to book you more meetings.

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