How to Create a Sales Cadence

Planning is key to success in all walks of life, from work to parties everything needs to be planned out. Selling goods and services by a team also requires planning. Companies are as good at selling products as their plan. There goes a lot in proper planning, which requires research, expert opinion, and forecasting to plan a perfect selling campaign. Businesses have high executives that carry out that planning for the sellers. Sales Cadence is a part of planning, which requires utmost attention and detailing for the reps to land a regular client. It could be the difference between a prospect and a client.

Planning starts with research and gathering information about possible customers, marketing department paves a road for the seller to drive their campaign. Data regarding possible customers is gathered and arranged according to interest and chances of conversion. An effective data collection strategy is essential for positive results. Many online companies help provide data to customers. Arranged dates are forwarded to the sales department where reps start approaching these prospects to create relationships. A single meeting or call doesn’t close the deal, sales reps have to follow up several times to sell products. It requires persuasion techniques and regular follow-ups to convert the prospect into a client.

Reps should be informed about their product if they want a successful campaign. B2B clients are more difficult to handle than B2C clients, B2B clients are more rational and require much in-depth information regarding the product. Follow-up and persuasion techniques for these clients are different than B2C clients, who aren’t much informative. Strategies of selling are different in both cases and require utmost planning for follow-up. Sales Cadence helps reps deal with clients by providing them schedules and guidance. To dive deep further, first, we would have to learn about cadence and then how to create it and its importance.

What is Sales Cadence?

Reps have to follow up with prospects to persuade them into becoming clients. Follow-up could be one on one meetings, phone calls, emails, or text messages. Follow-up needs to be perfect and on time, reps should know when to approach a person and the tool of communication to be utilized. Sales cadence is a series of scheduled actions to be taken by reps in the field. It’s a plan covering all aspects of follow-up that could strengthen the relationship between consumers and businesses. It guides company representatives from the start point till the end when representatives close the deal.

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Importance of Cadence

Sales cadence helps company representatives in many ways, it provides them several methods of effective outreach. There isn’t any universal method of contacting the client for nurturing. Some clients require one on one meeting while other prefers calling. Emails are also the answer in some cases, therefore different outreach channels are provided to reps to diversify their outreach. Handling consumers with their responses also become easy through this. Different clients have different response rates, some easily get converted and some require a lot of nurturing therefore the cadence helps reps understand the client and provide guidance about dealing with them.

Convenience for Sales Reps

A quality cadence could ease up the work for reps, they have huge burdens of work and a well-researched cadence could ease their work improving their turnover rate and eventually help the business grow: Following are the benefits of cadence for reps:

1. Allows systematic working by providing calls and email schedules for all prospects under contract.

2. Provides different outreach channels and saves reps time from planning and guessing.

3. Scheduled interaction provides consistent contact with all consumers equally.

4. Improve reps' performance by providing more conversion opportunities.

5. From initial contact to closing the deal, takes consumers through different stages trade funnel.

6. Automates the whole selling process.

Convenience for Businesses

A quality sales cadence is not helpful for reps but also has benefits for the companies. Provides several benefits to the companies, in the long run, following are all the benefits of cadence for businesses:

1. Improve the conversion rates of prospects, and increases the number of prospects brought through inbound and outbound marketing strategies turning into buyers.

2. Heps decision makers predict better about the future of sales volume and revenue.

3. Increases reps' performance through guidance and helps grow business steadily.


Businesses could create several sales cadences due to the different types of audiences and products. Not all consumers and products have the same requirements, therefore there isn’t any restriction on the number of cadences a company could have. The difference could be based upon the market being targeted by the organization or the method of approach the organization is considering for its campaign. The type of client and the product also play a part in this, however, there are two examples of cadences below. Two examples are based upon the strategy taken for prospecting and contacting clients, Inbound and Outbound prospecting.

Example for Outbound Prospecting

The outbound prospect doesn’t have shown interest in the business, following example is for approaching a C-level prospect:

• Day One: Connection request on LinkedIn and a personalized email

.• Day Three: Personalized email

• Day Six: Email

• Day Eighth: Email and a voice call (voicemail should be left in case the prospect doesn’t respond)

• Day Eleventh: Personalized Email

• Day Thirteenth: Email

• Day Sixteenth: Breakup Email

Example for Inbound Prospecting

Such prospects contact the business through a means and provide information. They have a higher chance of conversion and closing sales, therefore companies often focus on such prospects more to boost sales. The following example is also for C-level executives:

•Day One: Introductory Email and an introductory voice call (voicemail should be left in case the prospect doesn’t respond)

•Day Two: If a reply is received then a reply Email and a voice call (voicemail should be left in case the prospect doesn’t respond), or another nurturing Email.

•Day Three: Voice Call (Voicemail in case of no response)

•Day Five: Email reply and Voice Call (Voicemail in case of no response)

•Day Seventh: Voice Call (Voicemail in case of no response)

•Day Eighth: LinkedIn connection and message and Voice Call (Voicemail in case of no response)

•Day Tenth: Personalized Email and Voice Call (Voicemail in case of no response)

•Day Fourteenth: Personalized email

•Day Eighteenth: Email and Voice Call (Voicemail in case of no response)

•Day Twenty-first: Breakup email and Voice Call (Voicemail in case of no response)

Tips for Effective Sales Cadence

The following steps could help businesses to create an effective cadence for follow-ups. Sales require consistence follow-up with consumers and an effective cadence could help them out. Tips to create an effective cadence are as follows:

•Waiting time between contacts shouldn’t be more than four days and less than one day.

•The timing between contacts should increase after each attempt.

•Utilize Customer relation management tools to automate interaction with the buyer.

•Stay consistent but up to the level where it doesn’t turn annoying

•Inquire about prospects' choice of contact and try following the consumer’s choice.

•Contact through several channels and provide varying contents for nurturing.

•The quantity and quality of contacts should be considered.

•Testing and experimentation with sales cadence Improve the results and change interaction channels and content to see the different results.

•Create a consumer-centric approach, where consumer problems are met.

Elements of Sales cadence

Following are elements of a working cadence that could help reps:

Customer Profile

Customer profile gives reps an edge, businesses are in contact with hundreds of people. A customer profile could help them focus their attention on one. Ideal customer profile creation is the first step in a cadence. Create a customer persona identifying their interests and methods to approach. Profile and the methods of approach vary on the bases of their position in their respective company and the company’s reputation.

Create a customer profile based upon current customers, they mostly have similar characteristics. Take those common characteristics of the business and create a customer profile to target. It could help businesses focus on specific parts of the business for sales. The following questions need to be identified:

•What is the client’s industry?

•The volume of the business?

•Strength of employees in the company?

•How much profit and revenue does the company earn?

•What is the company’s location?• What issue could be solved through your product?

•What solution is currently in use?

•Which department will utilize sold service or product?

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After identifying the business, next should be the person to contact. A decision maker should be a top priority who could give value to the product. Choose a post that knows its way around and could influence decisions in an organization. Search LinkedIn for keywords with desired titles, and forward personalized messages to people in businesses. Categorize people based upon hierarchy and deal with each level differently if required, to ease it for sales reps.

Communication Channels

Choosing an effective medium of communication is essential for an effective sales cadence, communication channels could be the difference between prospect and client. Phone calls, emails, voicemails, text messages, social media messages, and meetings are all means of communication. It is essential to choose wisely among the best mediums. Consider buyer before persona, what kind of communication could be effective in their case. If the buyer is active over social media, then try approaching them through that medium or phone call if they aren’t available online.

Mode of communication also depends upon timing, if its first interaction and prospect haven’t shown any signs of interest, personalized mail is enough for first contact. Phone calls work when leads have shown interest in the company’s product and need further nurturing. Sales depend upon the way the consumer is approached.

Contact Attempts

Contact attempts while persuading leads should be perfect, too many attempts and the prospect could get annoyed. Few contacts won’t have any impact on clients' behavior. A cadence should have twelve to eight touchpoints to convey the proper message to the client. Studies suggest that average seven touch points are required to grab prospects' attention. However number of attempts also depends upon the customer profile and the way they respond. Some customers can easily be converted, so the sales rep requires fewer touchpoints for such customers.

Duration Between Attempts

As mentioned earlier the duration between interactions shouldn’t increase more than four days. The minimum is 1 day, don’t approach twice in a day. Give time and wait for a response. Increase duration as the number of attempts increases. The duration of a cadence should be from 2 to 4 weeks.

Message Content

Personalized emails help a lot with sales, each mail sent should be personalized to grab attention. Utilize online software that personalizes each email and automated the email forwarding based on the cadence. Write content for voice calls too, so there isn’t any lack of information for the client.


The best sales cadence could be achieved through trial and error. Keep yourself open to any kind of error in your approach and correct it if pointed out. The number of attempts could be too many or few and the duration between attempts could also be a problem. So keep yourself open to error and create the best sales cadence through experimentation.

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