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The sales cadence is a sequential order of different outreach methods salespeople can use to get in touch with prospects.
Answer these questions before going forward:
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How do you contact a prospect?
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When should you place a call or send an email?
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If a prospect does X, should you do Y or Z?
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What do you do next?
The chances are that you need to develop an effective sales cadence for your sales team (or your current one needs some refining).
When reps follow a good sales cadence, their productivity & performance go up.
Companies are moving one step further: using AI-based guided selling to figure out who to reach out to & how.
However, whether you’re using AI-powered cadences or not, we have some well-defined sales cadence best practices (including sales cadence examples) your SDRs & account executives can apply right away to connect with key decision-makers.
What is A Sales Cadence?
The sales cadence is a sequence of activities (called touchpoints) that salespeople follow to engage prospects, build relationships, and close deals.
Sales cadences are all the ways you try to reach out to prospects. Most people use phone calls, email, and social media.
Does Sales Cadence Software Help?
Sometimes, we call a prospect & then send them an email immediately. Sometimes we wait a day between them. Sometimes we wait a day & then don’t send an email.
Sometimes we lose track of where we are in our sales process & send the same email or make the same call twice. It can be a real mess.
Any software that simplifies or automates your sales process helps you. A sales cadence software can automate, template, analyze, and recommend outreach strategies.
It’s also a lead generation tool. It finds clients interested in your content & sends them the first email.
You can also let your team make the first call through a power dialer.
Sales cadences can also help your sales rep build stronger relationships with potential customers.
If your outreach is aligned, you can engage leads while they’re still thinking about your product.
Individuals, teams, and organizations have different sales cadences. There’s always a structure & consistency to the frequency, method, and time of contact.
You can track where your different prospects are in your sales funnel & enlist others to help you, too. Sales cadences work because they’re consistent & structured.
How Many Touchpoints Should Be In Your Sales Cadence?
A sales cadence is a series of touchpoints with your prospect to build connections & close sales. You need sales cadences if you want to nurture your leads & existing customers.
Using multiple channels to connect with prospects is highly recommended.
How often should sales reps reach out to leads? There’s no standard rule, but most sales reps give up way too early.
It takes 7-8 times for prospects to hear a marketing message before taking action.
Consider Your Outreach Channels
It’s not fair to add another call to a prospect who spends 24 hours daily on the phone. Let them get back to you when they’re ready. Try a text if you want to make it personal.
It’s more personal & direct than an automated email.
Understand The Target Audience
Segmentation Of Prospects
Your prospect list needs to be segmented when you build a sales cadence. Sort them by industry, company size, persona, and region.
You can also create different tiers for prospects, like larger organizations in tier 1, medium-level organizations in tier 2, and small and medium-sized businesses in tier 3.
Sales Cadences Gives Visibility
Better Consistency
Easy Tracking For Your Sales Reps
Shorter Sales Cycles
Phone Calls Are Speed
People talk about speed a lot when they talk about their sales cadence. Calling is the fastest way to get in touch.
You can cover more ground with a conversation than email, which shortens the sales cycle. Talking to prospects is more personable in these top domains.
You’ll build rapport & speed up the rest of your sales cadence.
Why Should Your Sales Team Send A Follow Up Email?
Always follow up with an email explaining why you called. You create more chances for your recipient to respond with each follow-up, & your first follow-up is the most important.
Manual emails are more effective than automated emails, which suggests how important personalization has become nowadays.
Build Better Connections
You can engage prospects at every touchpoint & make them more likely to buy. Don’t waste a single message.
You’re more likely to succeed if you make more connections.
Typical B2B Sales
This sales cadence example will be the most common. The days may vary depending on the client’s responses.
Typical B2B sales cadence is emails & phone calls. Get in touch with the prospect & schedule a time to talk.
The ultimate goal is to close the deal. Many B2B companies use this sales cadence example.
Your B2B sales cadence is highly likely to get you quality leads, so make sure you do it right.
SaaS Demo Request
Some leads ask to speak with your sales team or have a product demo but never schedule it. If your team gets a lot of inbound leads, you’ll want to ensure they’re qualified correctly.
It’s as easy as adding a qualifying question to your signup form.
Inbound Sales Cadence
Generally, when your sales team gets a high volume of inbound leads, it’s important to qualify them right.
It’s worth investing more resources in inbound sales since they’ve already shown interest.
Once you identify these potential customers, you need to prioritize them & get them to schedule a meeting.
You can be much more persistent with inbound leads. For an inbound lead that fits your ideal customer profile, here’s a sales cadence example:
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Day 1: Phone call
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Day 3: Email
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Day 5: Phone call with voicemail & email in the afternoon
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Day 8: Text or LinkedIn message with a phone call in the afternoon
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Day 11: Email
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Day 14: Text or LinkedIn message
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Day 20: Phone call with a voicemail
The more qualified the lead, the more effort you should put into converting it.
What Is An Outbound Sales Cadence?
There’s a bit more to outbound sales cadences. You don’t know this person, so how much can you follow up with them that makes them want to engage?
This sales cadence aims to nurture leads that may show interest in the future.
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Day 1: Email or LinkedIn message
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Day 2: Email
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Day 4: Phone call with a voicemail
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Day 8: Email
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Day 11: Phone call
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Day 15: Breakup email
You can take raw data & turn it into actionable insights with sales cadence software.
Sales Cadence For Enterprise Clients
Selling to an enterprise won’t be easy. The right SPOC needs to be identified & various stakeholders need to be contacted.
You can see the active selling up & down the company’s hierarchy. So you need multiple touchpoints with different teammates in your sales cadence.
For your reference, here’s a sale cadence: Keep following up on this enterprise sale & it’s likely to close.
Trial Signup To Conversion Sales Cadence
With a new trial signup, they’ve already taken the first step toward becoming a customer.
Now that the customer is already using your platform, you need to emphasize that they need the tool or service in the long run & buy it from you.
Whenever the trial ends, your emails will remind them & encourage them to choose a paid plan. You can keep following up via email & phone calls after the trial ends.
The importance of this sales cadence cannot be overstated.
Practices For Inbound Vs. Outbound Leads
Some sales managers have different cadences for inbound & outbound leads since inbound leads are easier to engage.
Inbound leads can be followed up with more often because they’re more sales-ready, while outbound leads need more nurturing.
Callbox
Callbox connects companies with prospects through six lead generation channels:
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Voice
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Email
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Social
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Chat
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Website
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Webinars
Callbox helps clients increase sales productivity by giving their sales teams access to a full stack of marketing & sales tools that convert leads.
With decades of marketing experience & intuitive sales technology, Callbox helps companies grow.
Close CRM
With Close CRM, you can set up email & calling sequences & even add new leads automatically using Zapier.
Sequences send out emails automatically, & the assigned rep will see a notification bubble when it’s time to call.
Future Sales Solutions
It’s crucial to have a well-structured sales process if you want to close more deals.
It’s recommended to implement an effective sales cadence automation tool if you want to scale your results fast.
Sales teams are adopting AI-powered sequencing solutions like Kennected’s Cloud Kennect to scale their efforts & increase revenue.
Analysts predict this adoption will increase dramatically over the next few years.
By 2025, Gartner predicts 75% of B2B sales organizations will use AI-powered guided selling solutions to augment traditional playbooks with actionable tips.
The Bottom Line
Every prospect will interact with your lead funnel differently, so stay flexible. Consider shifting reps to social media if prospects aren’t responding to emails.
It’s all about the right content in the right channel.
When it comes down to it, what matters most is your message.
You can master the perfect sales cadence, but if your message doesn’t engage & resonate with your audience, you won’t succeed.
You need a sales cadence to navigate the often choppy waters of revenue generation. Your reps’ momentum is more consistent & their performance is more measurable.
With an effective cadence, you’ll get more responses & more prospects.
We’ve done a lot of internal research around best practices for creating sales sequences since Kennected has an AI-powered sales cadence engine.
Using these tips & lessons, you can create or optimize your own sales cadence.
The Best Sales Cadence Example
According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.
If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).
So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.
This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.
Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.
So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.
In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.
And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.
You’ll get expert sales tips straight from the source for you to tackle quality leads.
Want to see how it works?
Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.
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