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Outbound Sales Process (OSP) – The Rinse & Repeat Theory

We have talked about some key theories when setting up and executing the Outbound Sales Process (OSP).  We know that you must reach the level of 
Critical Mass to make sure that you have a large enough group of email contacts, and we know that you must never turn off the daily engine of the OSP – the Leaves must always fall!  But we also need to know about continuing on month after month with the original critical mass contact list.  This original list of 10k contacts is very valuable and is not a one time thing.  Even if you don’t achieve your ROI on the original list in the first 1-2 months – just wait – the ROI will come from this list eventually.  This is where the Rinse & Repeat Theory (R&R) comes into play.  If you accept the theories of critical mass and falling leaves, then you must also accept the theory of rinse and repeat.

The R&R Theory (set to basic wash cycle!)

The R&R Theory is a very basic concept – like everything that succeeds in sales – very basic and straightforward.  Remember folks, the OSP is not Rocket Science – and that goes for the R&R Theory too.  Once you have successfully run the first sequence of the OSP (1k+ contacts, 3 emails, 1 month period) – you are then ready to test the R&R Theory.  A successful first run of the sequence means that you hit the success metrics thresholds (15%/15%) for Opens and Replies.  If this is the case, then you can move forward with R&R.  When you R&R in sales, you take the contacts from the first sequence and you run them again with the same message.  The catch is that you don’t need to change the original email scripts – you just run them again – over and over.  

  • Rinse

The rinse part is easy.  All you do is filter out any replies, bounces or errors from the 1st sequence and then move the remaining contacts over to the new sequence – with the same email scripts.

  • Repeat

Same with repeat – easy!  Once you move the contacts over to the new sequence – run the same cycle of 3 emails with the same email scripts.

When to break the cycle

Oh!  This is not the place to be!  But it can happen to anyone that doesn’t have the right contacts with the right emails (verified).  And if your subject line is not working and your email scripts are off a bit – then, yeah, you will end up breaking the R&R cycle.  In fact, if this is the case, then you won’t even reach the R&R cycle.  Which brings me to a critical point of the R&R Theory.  You must have all your ducks in a row in the first sequence to hit the success metrics thresholds and be allowed to move to some R&R (not rest and relaxation!).  However, let’s say this is not the case – and you have hit your success metrics in the first sequence and the R&R cycles are going well.  Why would you break the cycle?  Well, after a year of crushing it with the same email scripts – you might want to switch it up a bit so that your audience doesn’t get content fatigue and start to think you are a robot!  After 6-9 months, go ahead and make some subtle changes to the email scripts.  Change the subject line a bit and make adjustments to the email format/content.  This will allow you to get new life from your contacts list and create a restart for the R&R cycle.

Bottomline: Don’t overthink any part of the OSP, especially when it comes to running sequences.  The hard part is hitting the success metrics in the first sequence.  Once you have done that, you can enter the R&R phase of things – which can be easy to run with strong on-going results.

Oppaday is a proven outbound sales process system.

The Oppaday system provides the knowledge and foundation to build an ongoing successful outbound sales process.




Tyler Toby, Founder, brings over 20 years of experience with 4 successful startup exits and repeated success building out sales systems.

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