sales cadence

Building an Effective Sales Cadence

A sales cadence is a sequence of sales-related activities that a sales rep follows to move leads and prospects through the sales pipeline. You may have different prospects from different companies, however, the sales cadence will allow you to keep a consistent process to interact and engage with them.

Define Your Sales Cadence

You will first need to determine what your sales cadence and sequence will entail. Touchpoints are forms of communication or interactions salespeople use to reach leads and prospects. These often include emails, phone calls, social media, and voice mails. You will need to determine the spacing between touchpoints. An example of this is if you send an email, how many days will it take before you perform the next sequence? Once you have determined the number of touchpoints, you can then determine the sequence of those touchpoints (what order will they receive emails, calls, and voice messages). For more information, you can read this article.

Best Practices for Your Sales Cadence

To have a successful sales process it is important to have effective systems in place. Having a sales cadence allows you to have predictable revenue and provides a framework for your sales reps to follow. The best way to track it will be through your CRM system. You will be at different points in your sales cycle with sometimes hundreds of different prospects. A good CRM will allow you to match a dollar amount to each lead and add notes on them. This will allow you to track the stage of those leads in your pipeline.

What Makes an Effective Sales Cadence?

When creating your sales cadence, one important factor will be how successful your cadence is at generating qualified sales leads You can watch this video on effective sales cadences for more tips. Factors that help determine this will consist of the following: attempts, media, duration, spacing, and content. While there is no single definitive answer on successful attempts, most studies show that the average number of at least 7-13 touches deliver a qualified sales lead. Most sales reps sometimes give up after just one touchpoint. It is important to test and adjust this number to find what works best for you. Media can consist of social media channels such a LinkedIn messaging for direct messages to a prospect. Duration is the length of the sales cadence itself for each lead. The spacing and duration will be related to one another. For example, for emails, you can choose to wait 4-5 Business days between sending emails in your sales cadence. For calls, this can differ to 2-3 days between touchpoints. Assuming you have 7-12 touch points, the duration could likely be 4-5 weeks. The duration would vary based on inbound leads. For more information about inbound leads view this article. Content is the actual information you are sending leads in your message. You will want to send your prospects information that can offer some form of value to them. This can be a brochure or information package with facts about the topic you wish to educate them about. The information should be related in some form to your sales efforts. For additional information about effective sales cadences, you can read this article.

The goal of your sales cadence is to have a repeatable process to interact with leads and prospects. If you need help developing your sales strategies and tactics, you can always reach out to me for a conversation.