SSS#4: The 3 X 3 Prospecting Sequence

Reading time: 4 minutes

Happy Friday to 6,139 ambitious SaaS sellers!

Today's newsletter is a tactical tear down of my 3 X 3 Prospecting Sequence.

I have coached it to dozens of 1:1 students and on average it helps them increase their meetings booked by 100-200%.

Let's dive in!

The Problem With Email Sequences

Shocker: I'm a dinosaur when it comes to prospecting.

I never had access to a sequencing tool like Outreach or Salesloft.

I always wrote and sent all my emails manually.

What that taught me, however, was quality.

The problem for most sales reps these days is that they're obsessed with quantity. They think if they just sent more emails, they will book enough meetings.

The harsh truth is that a HIGH quantity with LOW quantity will

ruin your reputation
destroy your email domaine
burn your total addressable market.

I have seen it happen time & again.

That's why I developed the 3 X 3 Sequence.

This sequence allows you to get the best of both world's: quality and quantity.

Here's how it works

3 X 3 Emails

Every week you send a sequence of 3 cold emails.

• Email #1 is a research trigger + problem statement.
• Email #2 highlights the business impact of #1.
• Email #3 provides a piece of social proof.

Here are some examples:

Email 1

Email 2

Email 3

These email templates have a bias towards relevancy over personalisation.

This makes them highly repeatable and scalable while ensuring quality.

If you have more time to add personalisation, feel free to do so.

3 X 3 Flow

Once a prospect responds, the sequence stops.

If they don't, the sequence continues.

Each week you pivot to a new problem statement.

A total of 3 problem statements for your target persona.

Think about the top 3 challenges your buyers typically face.

Use ChatGPT if you are unsure about this:

3 X 3 Multichannel

The 3 X 3 is designed to be run in a multichannel approach.

You can run the 3 X 3 over the course of 3 weeks.

Each week you touch the prospect on 3 days (e.g. Monday, Wednesday, Friday).

Each day you run a "triple" on them. A triple is 3 touches across 3 different channels within a short time span. For example:

• Day 1: Email 1 + call + voice message
• Day 2: Email 2 + call + LinkedIn connect
• Day 3: Email 3 + call + InMail or LinkedIn video

Repeat the same pattern for the 2nd and 3rd week.

3 touches per day.
9 touches per week.
27 touches total.

Why 3 X 3 Works

It allows you to write super short, choppy copy in your emails.

These emails are optimised for readability and are mobile friendly.

Also, you take your prospect on an educational journey.

From unaware to aware to, hopefully, interested.

3 X 3 Q&A

When I posted this sequence on LinkedIn a week ago there was certainly scepticism and criticism. Let me respond to some of the comments here:

"Less is more. Why not just spend more time on research and send one email instead of identifying surface level pain?"

The problem is: what if your 1 email that you spent 30 minutes of research and 30 minutes of writing, never gets read?

"This sounds like way to many emails. Who is your target?"

It doesn't matter who your target is - we are NOT spamming prospects.

Every email is like a little spear: super relevant, straight to the point, never pitchy, salesy or spammy. Also, the goal is not to get to 27 emails in total. The goal is to get a prospect response as fast as possible, so we can stop the sequence and have a conversation.

Some more questions from followers: