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Sequencing Your Sales Process

By Troy Wilson
3 minute read
Sales Process 2.0 Panel
Image by Robert101 via Flickr

Closing sales is ultimately about persistence. But, persistence needs discipline and a process. This is where sales sequencing comes in.

Before you leap into your sales day today, let’s think about a brief sales plan. Think beyond todays’ calls and emails. What are the next 5 things you want to do with each of the prospects in your sales pipeline?

What Troy? That sounds ludicrous–I have hundreds of prospects. I don’t have time to plan a specific plan of action for each.

Of course not, I say. But, I am going to suggest a smart way to get very close.

Check Available Leads!


Create a group of 4-5 statuses that you can use on every lead. Pick something that uniquely and discretely describes what is currently happening with that lead. Some ideas might be emailed, contacted, in processing, awaiting docs, etc.

This will allow you to easily sort your prospects and clients in your mortgage CRM, lead management system, or Excel spreadsheet. I will show you how to use this to improve your follow-up and communications strategy.


Use those statuses and/or product types to segment your sales pipeline. This sorting and segmentation will change daily. As you move deals forward you will see a nice flow of suspects to prospects and prospects to clients. Not only is it going to help you accelerate deals through your pipeline it is going to be daily feedback (and hopefully motivation) on how your sales are performing.


Now you can see what deals are promising and have a good indication of the sales process. The next step is to think about what you should be saying to customers as they enter and exit each segment of the sales process. Here are some ideas:

  • Should I make another attempt on the two previous failed contacts
  • Should I make that follow-up evening call on the work number voicemail
  • Should I be calling them back to check for questions on the GFE
  • Should I send an email to follow-up on the application give them a docs checklist
  • Should I give them a follow-up email to remind them I have still not received docs
  • Should I email them to warn them their closing date is in jeopardy

Build a 3-5 point communication plan for each of your statuses–call scripts and emails. Then use sequencing to put your sales process on auto-pilot, while increasing the number of deals you close each month!

Check Available Leads!

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About Troy Wilson

Troy is the CEO and founder of Aged Lead Store. He has been in the lead generation industry for over two decades. His blog posts focus on how to refine your sales process and get the most out of your insurance leads, mortgage leads, and solar leads.

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