How to guide: Hubspot email sequences
One of the hardest aspects of the sales process is getting in contact with the right person at the organisation. In our case, that is either the owner of the business (the decision maker) or the manager responsible for partnerships (in the case of speaking to a hospitality group or franchise).
On average, 80% of the outbound calls we make to a business we are not able to speak with the owner or appropriate manager. That is a lot of time! It’s very important to ensure we are using that time productively.
A big part of the sales process is about gathering contact information and finding new avenues to get your information across to the right person. If you are not able to get onto the owner it’s imperative that you ask the staff for a direct email address and the owners name, or if they don’t want to provide one, find one online. If you don’t find one on the website try searching the business profile on Facebook.
Once we have an email address and a first name for the owner/manager of the business we can now enroll them in a Sequence.
A Sequence is a pre-determined schedule of tasks that automatically prompts the salesperson to perform an action (call or email a contact). You can also use them to automatically send an email at a particular time point in the sales process.
We have set up a variety of different sequences based on the different types of conversations you have had with the business - whether it be with the business owner directly, or with a staff member. Using these templates is a great way to streamline the process of sending follow up emails, and also ensuring you are scheduling in Tasks to follow up with a business (and not forgetting about them).
Enrolling a Company or Contact into a Sequence is very easy. Typically, you will be calling venues from a Task list, once the phone conversation is over and you have updated the contact information the process is as follows:
- Click on the Emails tab > Create Email > Sequences
- Search “Sequence Master”
- Now you can find the sequence that is appropriate based on the conversation you have had. For example, if you spoke to a staff member and they said ‘the owner is never at the venue, it’s best to send an email’ - you can scroll and click on the sequence ‘Spoke to Staff - Best to Email’
- This automatically fills the email with an introduction, a brief description of EatClub, provides your personal ‘Book a Meeting’ link, and attaches an information pack.
- Feel free to personalise the email, the more you personalise the emails the more likely they are going to get back to you. For example, add in “I spoke with Jane from your restaurant…etc”.
- Once you are happy with the email, click on “Start Sequence”
- You have now enrolled this contact in a chain of touchpoints, as soon as they reply to an email the Sequence ends, if they do not reply the Sequence will roll out the timed emails until it reaches it’s final Task.
This link will direct you to all Hubspot sequences that have been created.