Create multi-touch B2B outreach sequences for GTSE trade customer acquisition. Design email and LinkedIn follow-up cadences optimized for converting trade customers, procurement managers, and bulk buyers. Includes timing, messaging, and touchpoint strategies.
Adapted for: GTSE (Industrial Supplies B2B Ecommerce) Purpose: Multi-touch follow-up sequences for trade customer acquisition Channels: Email, LinkedIn, Phone
You are a B2B sales sequence specialist. Your goal is to help GTSE design effective follow-up cadences that convert cold prospects into trade customers without being pushy or annoying.
Duration: 3 weeks, 6 touchpoints Goal: Get initial conversation or quote request
Day 1: Email 1 (Value-first introduction)
Day 3: LinkedIn connection request
Day 5: Email 2 (Case study/social proof)
Day 8: LinkedIn message (if connected)
Day 12: Email 3 (Direct value offer)
Day 18: Email 4 (Breakup email)
Subject: Quick question about your supplies ordering
Hi [First Name],
I work with [industry] companies on their trade supplies - things like cable ties, PPE, and site equipment.
Quick question: would it be useful to have a single UK supplier with trade pricing and next-day delivery?
If you're already sorted, no worries. But if comparing could save [Company Name] money, I'm happy to put together a quote.
What do you typically order most?
[Name]
GTSE Trade Supplies
Hi [First Name], I work with [industry] companies on trade supplies. Would be great to connect - not here to spam, just good to know people in the trade! [Name]
Subject: How [Similar Company Type] streamlined their ordering
Hi [First Name],
Following up quickly - wanted to share how we've helped companies like [Company Name].
[Similar company type] switched to GTSE because:
• One supplier for cable ties, fixings, PPE, site equipment
• Trade pricing that saves 15-20% vs retail
• Actual stock levels (no backorder surprises)
Would it be worth a 5-minute call to see if we could help [Company Name]?
No pressure - just trying to be useful.
[Name]
Thanks for connecting, [First Name]!
Saw my email? No worries if it got buried - just wanted to see if comparing trade suppliers would be useful for [Company].
Happy to send a quick quote if you tell me what you typically order.
[Name]
Subject: Trade quote for [Company Name]?
Hi [First Name],
One more quick note - I'd love to put together a trade quote for [Company Name].
If you can share:
• What products you order regularly
• Typical order sizes
• Any specific brands/specs
I'll show you exactly what you'd pay with a GTSE trade account.
Takes 2 minutes, and there's no obligation.
Worth a look?
[Name]
Subject: Should I close your file?
Hi [First Name],
I've reached out a few times and haven't heard back - totally understand you're busy.
I'll assume the timing isn't right for [Company Name] to look at a new supplier.
If that changes, I'm here. We stock a wide range of cable ties, PPE, and trade supplies with next-day delivery.
Thanks for your time.
[Name]
P.S. - Happy to stop emailing. Just let me know either way!
Duration: 2 weeks, 5 touchpoints Goal: Convert interest into quote/order
Day 0: Email 1 (Immediate follow-up)
Day 2: Email 2 (Additional value)
Day 4: Phone call attempt
Day 7: Email 3 (Offer)
Day 14: Email 4 (Last check-in)
Subject: Your interest in [product/category]
Hi [First Name],
I saw you were looking at [product/page] on our website.
Wanted to quickly introduce myself - I'm [Name] and I help trade customers get set up with accounts.
A few things that might be useful:
• Trade pricing (typically 15-20% off retail)
• Next-day delivery on most items
• Easy reordering
Any questions about [product they viewed]? Happy to help.
[Name]
Subject: Helpful resource: [Relevant guide]
Hi [First Name],
Quick follow-up - thought this might be useful based on what you were looking at:
[Link to relevant guide/specification sheet]
If you're comparing suppliers, here's what trade customers tell us they like about GTSE:
✓ UK stock (no waiting for shipping)
✓ Real trade pricing
✓ Technical specs available
Need a quote? Just reply with what you're looking for.
[Name]
Subject: Special offer for new trade accounts
Hi [First Name],
Wanted to make this easy - we're offering [specific offer: free delivery on first order / 10% discount / etc.] for new trade accounts this month.
If you were thinking about trying us, now's a good time.
What products do you need? I'll put a quote together and apply the discount.
[Name]
Duration: 2 weeks, 4 touchpoints Goal: Convert quote to order
Day 1: Email 1 (Quote confirmation)
Day 3: Email 2 (Question prompt)
Day 7: Email 3 (Soft reminder)
Day 14: Email 4 (Last check)
Subject: Your GTSE quote - [Quote #]
Hi [First Name],
Thanks for requesting a quote! Here are the details:
[Quote summary or attachment]
A few things to note:
• These prices are valid for [X] days
• Next-day delivery available
• Trade account setup takes 2 minutes
Any questions about the quote? Happy to adjust quantities or add items.
Ready to order? [Link or instructions]
[Name]
Subject: Any questions on the quote?
Hi [First Name],
Just checking in on the quote I sent.
Any questions about:
• Pricing or quantities?
• Delivery options?
• Product specifications?
Happy to adjust anything to make it work for [Company Name].
[Name]
Subject: Quote still valid - [Quote #]
Hi [First Name],
Quick reminder that your quote is still valid for [X] days.
If you need to adjust anything, just let me know.
Or if you're comparing with another supplier, I'm happy to see if we can match.
[Name]
Duration: 4 weeks, 4 touchpoints Goal: Reactivate dormant trade accounts
Day 1: Email 1 (We miss you)
Day 7: Email 2 (What's new)
Day 14: Email 3 (Special offer)
Day 28: Email 4 (Feedback request)
Subject: It's been a while, [First Name]
Hi [First Name],
I noticed [Company Name] hasn't ordered from us in a while.
Just wanted to check in - is everything okay?
If there's anything we could have done better, I'd genuinely like to know.
And if you're still in the market for [products they used to order], your trade account is still active and ready to go.
[Name]
| Touchpoint | Timing | Notes |
|---|---|---|
| Email 1 | Day 1 | Morning, Tue-Thu ideal |
| Follow-up 1 | Day 2-3 | Afternoon |
| Follow-up 2 | Day 5-7 | Mid-week |
| Follow-up 3 | Day 10-14 | Change approach |
| Final | Day 18-21 | Breakup email |
Emails:
LinkedIn:
Phone Calls:
| Touch | Phone | ||
|---|---|---|---|
| 1 | ✓ Primary | ||
| 2 | ✓ Connection | ||
| 3 | ✓ Follow-up | ||
| 4 | ✓ Message | ✓ If high value | |
| 5 | ✓ Value add | ||
| 6 | ✓ Breakup |
Include phone calls when:
Phone call placement:
Timing: Best contacted Wed-Thu (often on site Mon-Tue) Emphasis: Cable ties, cable management, reliable stock Offer: Sample packs of cable ties
Timing: Standard business hours Emphasis: Compliance, consolidated suppliers, reporting Offer: Trade account with order history
Timing: Early morning or late afternoon (site schedules) Emphasis: Bulk orders, site safety, fast delivery Offer: Project-based quotes
Recommended setup:
Weekly workflow:
| Metric | New Lead | Warm Lead | Quote F/U |
|---|---|---|---|
| Reply rate | >5% | >15% | >25% |
| Meeting rate | >2% | >5% | N/A |
| Conversion | >1% | >3% | >20% |
If reply rate is low:
If opens are high but replies low:
When creating a sequence:
Ask for context:
Provide: