Glossary term
Sales Sequence
A sales sequence is a pre-planned follow-up plan for one prospect: messages, calls and tasks spread over days that stop when the prospect replies, so follow-up no longer depends on a rep's memory.
What is a sales sequence?
A sales sequence, also called a sales cadence, is an ordered series of touches in which one prospect is enrolled and moved forward on a set schedule: an introduction, a pause, a call task for the rep, a follow-up message, and so on until the prospect responds or the steps run out. It exists because many replies do not come after the first message, and a busy rep forgets the third and fourth follow-up while a sequence never does. Good sequences share three traits: few steps across more than one channel, timing that respects the buyer's working hours, and a clear exit rule that stops messages as soon as the prospect answers. An automated nudge that lands after the buyer has already replied does more damage than no nudge at all.
| Tool | Who it targets | What drives it | Example |
|---|---|---|---|
| Sales sequence | One enrolled contact | A schedule that advances step by step and stops on reply | Chasing a prospect who asked for pricing and went quiet |
| Workflow | Any record matching conditions | System events | Assigning every new deal to an owner |
| Campaign | A whole audience at once | A broadcast | Announcing a seasonal offer |
Example: a two-week cadence after a demo request
Illustrative example: a fleet-tracking provider gets demo requests from logistics firms, and many requesters never book a slot. Its cadence sends only between 9:00 and 17:00, Sunday to Thursday:
- Day 1: a WhatsApp template introducing the account manager and offering two demo times.
- Day 3: a call task for the rep.
- Day 6: a WhatsApp template with a short example of what a similar fleet tracks.
- Day 9: a condition checks that the contact is still at the Lead lifecycle stage; if it has changed, the sequence stops.
- Day 13: a brief closing template asking whether the project is still on the table.
In Naffes CRM
Sequences in Naffes CRM live under Tools > Email tools > Sequences. A sequence can combine email, WhatsApp template, wait, task and condition steps, limit sending to chosen hours and weekdays in the owner's time zone, and cap sends per hour. Contacts are enrolled, and each enrollment can be paused, resumed or stopped.
What works today: email steps can be added but do not send yet. A sequence needs a sending mailbox, and neither the UI nor the API can link one, so the runner skips email steps. Build sequences today from WhatsApp template, wait, task and condition steps, which run as expected.
- Stop on reply: an enrollment stops automatically when the contact replies by email. A WhatsApp reply does not stop it automatically at present, so stop the enrollment yourself when the prospect answers a template.
- Permanent stop on opt-out signals: an enrollment ends for good if the contact's WhatsApp thread is blocked, or their email bounced or drew a spam complaint.
- Contacts only: sequences enroll contacts, not companies or deals, and the UI enrolls one contact at a time.
- Need automated email? Use the 'Send email' step in a workflow, or email the customer from the deal or contact page.
Designing a sequence that does not annoy
- Keep it to a handful of touches over roughly two weeks; more than that quickly reads as pressure and invites a block.
- Make every message add something new or a reason to reply, not just 'did you see my last message?'.
- Set sending days and hours to your buyers' working week, not your team's convenience.
- Every WhatsApp step is an approved template, so write each one to invite a short reply; the reply reopens free-form conversation.
- Start early. The first days after a request carry the most value, which is the point of speed to lead.
Questions
Questions 2
How is a sales sequence different from workflow automation?
A sequence follows one contact on a fixed schedule until they reply or the steps end. A workflow reacts to system events on any record that matches its conditions. They complement each other: a workflow assigns the new deal, a sequence follows up with the person.
Can a Naffes sequence send email?
Not at the moment. Email steps can be added but are skipped, because a sending mailbox cannot yet be linked to a sequence. Send automated email from a workflow instead, or manually from the deal or contact page.