Sales
What Is a Sales Sequence? A Definitive Guide With Examples
Learn what a sales sequence is, why it matters, and how to build one that turns outreach into real conversations.
Learn what a sales sequence is, why it matters, and how to build one that turns outreach into real conversations.
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If you’ve ever sent a sales email, followed up with a call, and then circled back a few days later with a LinkedIn message, you’ve already built part of a sales sequence.
A sales sequence is a series of planned touchpoints to reach potential customers. It’s designed to build interest, earn trust, and move the conversation closer to a sale. Instead of guessing when or how to follow up, you follow a clear path—step by step—until the deal is done.
In this guide, we’ll walk you through what sales sequences are, why they matter, and how to build one that gets results.
A sales sequence is a step-by-step plan for reaching out to potential customers. It’s a series of messages—like emails, LinkedIn notes, or phone calls—sent over time, with each one carefully planned to move the conversation forward.
Instead of contacting a lead once and hoping for a reply, a sales sequence gives you a route: how often to reach out, what to say, and when to follow up.
For example, a sales rep might start with a short email, follow up a few days later with a LinkedIn message, and then make a quick call the following week. Each step feels natural and well-timed, not random or pushy.
Most prospects won’t reply to your first message. Sending at least three follow-up emails has increased response rates by 28%. That means even a few extra touchpoints can turn silence into a conversation.
But sales sequences do more than get responses. They also:
They also fit right into a modern sales process. Instead of guessing what to say or when to say it, sales sequences give you structure and clarity. And when used well, they help turn cold leads into warm conversations and deals.
Sales sequences aren’t something you tack on at the end. They’re part of the core sales process. They often do the heavy lifting in a deal's early and middle stages.
To understand where sales sequences fit, let’s quickly look at the basic flow of a modern sales process:
Sales sequences usually start around step 3, once you’ve identified the lead and are ready to reach out. This is where your first email, message, or call happens.
From there, your sequence carries the lead through stages 4 and 5 by building trust, providing value, and guiding them toward a decision.
Let’s break that down:
This is where the sales sequence begins—when you first reach out to a lead.
The goal at this stage is to start the relationship. Your first message should be short, personalized, and focused on them, not you. It should show that you’ve done your homework and are here to help, not to hard-sell.
If they don’t respond right away (which is normal), your sequence keeps the conversation going. The following few touchpoints—a follow-up email, a quick LinkedIn message, or a phone call—help you stay visible and remind the prospect why they should keep listening.
Each message builds on the one before it. Instead of starting from scratch every time, you’re layering interest and trust. This is why sales sequences are so effective—they create momentum.
Once your lead starts responding, the discovery phase begins. This is where you dig deeper to learn about their challenges, goals, and needs—and your sequence plays a big role here, too.
Each message in your sequence during discovery should serve a clear purpose. You might:
Instead of blasting product info, you’re taking time to educate and support. You’re becoming a trusted guide, not just another salesperson.
This stage is about helping the lead see that your solution is relevant and valuable to their world. And it works. When done well, this part of the sequence creates confidence, clears up doubts, and moves the lead closer to a decision.
Once you've built trust and the lead is showing interest, your sales sequence helps bring things to a close.
You might share a demo, offer a proposal, or schedule a final call. Each step is part of the plan, and because the lead has heard from you multiple times already, the ask feels natural.
At this point, the prospect knows who you are, understands your value, and feels supported. That’s why companies with optimized lead-nurturing processes generate 50% more sales-ready leads at a 33% lower cost.
That kind of improvement doesn’t happen by chance. It happens because of clear, well-timed, human outreach—exactly what a sales sequence is designed to do.
One message isn't enough when it comes to getting someone’s attention. People are busy. Their inboxes are full. Sales sequences matter because they help you follow up thoughtfully and consistently, so you’re not forgotten after the first email.
But a good sequence isn’t just about sending more messages. It’s about sending the right messages at the right time to build trust and make it easy for people to engage.
Here’s how to build a sequence that does precisely that.
Before you write anything, you need to understand who you’re talking to. If your message could apply to anyone, it won’t connect with anyone.
Spend a few minutes learning:
You need just enough to make your message feel like it was meant for them. These small signals show you’ve done your homework, making people more likely to pay attention.
Every sales sequence needs a goal. It guides the tone, structure, and timing of every message. Without one, it’s easy to lose focus or confuse your prospect.
A clear goal could be:
Pick one goal and stick with it across the whole sequence. This way, every touchpoint moves the lead closer to that step.
Sales sequences aren’t limited to email. Depending on who you’re targeting, you might want to include LinkedIn messages, phone calls, or a mix of both.
Here’s how different channels can work together:
You don’t have to use every channel, but combining two or three often leads to better engagement, especially for high-value leads. And since 82% of B2B marketers say LinkedIn is their most effective channel, it’s often a great place to start building trust.
One or two emails usually aren’t enough. People often need several reminders before they respond—and that’s completely normal.
A strong sequence includes around 5 to 7 touchpoints over 2 to 4 weeks. That gives your message room to breathe without fading into the background.
You might try:
It’s okay to adjust based on how leads respond, but starting with this rhythm keeps you consistent without overwhelming anyone.
People will tune out if every message repeats the same pitch or asks for a meeting. Each message should offer something new and something helpful.
Think about what would feel useful from your prospect’s point of view:
For example, if you’re reaching out to a Head of HR, you could send: “Saw your team recently expanded—here’s a guide our clients use to streamline onboarding across remote teams.”
Value doesn’t have to be big. Even a thoughtful question or a smart observation can shift the conversation in your favor.
Nobody likes to feel like part of a list. Personalization helps your message break through.
This could be as simple as:
These small touches show you’re not just spraying and praying. And they work—personalized emails have 29% higher open rates and 41% higher click-through rates than generic ones.
Personalization doesn’t mean writing every message from scratch. Use a base template, then tweak it slightly to match each person. That’s the sweet spot between scale and human connection.
Every message should have a simple next step.
Good CTAs:
Avoid vague asks like “Let’s connect.” Be specific, and make the action feel light and doable. When your CTA is clear, people are more likely to act on it.
Also, change it up throughout the sequence. If someone doesn’t bite on a call, offer to send something helpful instead. Keep the momentum going with options, not pressure.
Once your sequence is up and running, check your numbers.
Look at:
If something’s underperforming, change one thing at a time. You might shorten your messages, tweak your tone, or try different CTAs. The more you test, the more you learn what works for your audience.
Over time, this process will help you build sequences that don’t just reach people but connect with them.
Now that you know how to build a sales sequence step by step, let’s look at two examples you can adapt to your own outreach. One is multi-channel, great for high-value leads. The other is email-only, perfect for scale.
Each follows the same best practices: personalized, value-driven, and spaced out over time. Use these as a starting point and tweak them based on your audience and goals.
This sequence uses email + LinkedIn + phone over 3 weeks. It’s great for high-value leads or B2B outreach where you need to build a relationship.
Day 1 – Email: Short intro message with a personalized hook, a clear value statement, and a CTA for a quick chat.
Day 3 – LinkedIn: Send a personalized connection request with a short note: “Hey [Name], I came across your work at [Company]. Would love to connect and share a quick idea related to [relevant challenge].”
Day 5 – LinkedIn DM: Once they connect, follow up with a value-add message or quick question.
Day 7 – Email Follow-Up: Share a case study or tip sheet that relates to their role or industry. Reinforce your CTA from the first message.
Day 10 – Phone Call: If you have their number, make a short call referencing your previous outreach. If they don’t pick up, leave a brief voicemail.
Day 14 – LinkedIn Comment or Engage with Their Post: Add thoughtful comments or reactions to their content to stay on their radar in a non-salesy way.
Day 18 – Final Email: Summarize your outreach, share one last resource, and leave the door open with a soft close like: “I understand if now’s not the right time—just wanted to make sure I didn’t miss the chance to connect.”
Perfect for simpler campaigns or when you're working with a large volume of leads.
Day 1 – Intro Email: Quick intro, mention a specific pain point or recent company news, and suggest a 15-minute call.
Day 4 – Follow-Up Email: Brief nudge—“Just checking in in case this slipped past you. I’d love to share a few ideas that could help with [challenge].”
Day 8 – Value Add: Send a blog post, tool, or stat they’d find useful. Keep it relevant to their role or industry.
Day 12 – Case Study Email: Share a short success story or testimonial from a similar client. Focus on results, not features.
Day 17 – Final Email: Wrap it up with a low-pressure note. “If now’s not the right time, no problem—I’ll check back in a few months. But I’d be happy to send over a quick walkthrough if you're open.”
Sales sequences aren’t just about sending more messages—they’re about sending the right messages in order. When done well, they help you stay consistent, build trust, and move leads forward without feeling pushy.
Whether you’re reaching out through email, LinkedIn, or both, the goal stays the same: connect like a human, offer real value, and make it easy for people to take the next step.
Keep refining your approach. Test what works. And remember—every message is a chance to start a meaningful conversation.
Looking for more ways to improve your sales outreach? Explore our full library of guides, templates, and resources to help you build smarter, stronger sales strategies—step by step.
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