In sales, persistence is key, but unorganized follow-up is just noise. How do you stay on a prospect's radar without being annoying? The answer is a sales cadence—a structured sequence of touchpoints that ensures you engage with prospects consistently and effectively.
Defining a Sales Cadence
A sales cadence is a scheduled series of interactions with a prospect over a specific period. It’s a playbook that dictates when and how you'll reach out, taking the guesswork out of follow-up. Instead of random "checking in" emails, a cadence uses a multi-channel approach that combines different communication methods to maximize the chances of engagement.
The Importance of a Multi-Channel Approach
People have different communication preferences. Some live in their email inbox, others are more active on LinkedIn, and some still prefer a phone call. A strong sales cadence leverages this by combining multiple channels. This not only increases your chances of being seen but also reinforces your message across different platforms, making your outreach more memorable.
Example 10-Day B2B Sales Cadence
This is a practical example of a cadence for a B2B prospect. The key is to add value at each step, not just ask for a meeting.
- Day 1: Personalized Email - Start with a highly personalized email referencing a specific pain point or trigger event you discovered during your research.
- Day 3: LinkedIn Connection Request - Send a connection request with a short, personalized note mentioning your previous email.
- Day 5: Phone Call - Make a brief, professional call. Reference your email and the problem you believe you can solve for them. If no answer, leave a concise voicemail.
- Day 7: Follow-up Email with a Valuable Resource - Send another email, but this time, provide a valuable resource like a relevant case study, a helpful blog post, or an industry report.
- Day 10: Final "Break-Up" Email - If you've had no response, send a polite and professional closing email. This often elicits a response and leaves the door open for future communication.
The most important rule of any sales cadence is to add value and personalize each touchpoint. Generic, automated messages are easily ignored. By demonstrating that you've done your research and are genuinely focused on solving their problem, your follow-up sequence becomes a powerful tool for building relationships and closing deals.