Struggling to convert conversations into conversions? The key is to use a strong but underutilized sales technique- a sales cadence. A well-designed cadence is more than a simple procedure; it keeps your prospects interested, smoothly resolves challenges, and fosters stronger business connections.
When done effectively, it is your ultimate guide to interacting with leads at the appropriate time, through the right channels, and with the right message. Without a clear strategy, sales teams frequently miss the mark, failing to engage prospects when it counts the most. A good cadence is essential here.
This post will show you how to create a sales cadence encouraging leads. We’ll look at effective communication channels, timing techniques, and best practices to help you transform your sales strategy from a random outreach to an organized, conversion-boosting process.
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What Is a Sales Cadence?
A sales cadence is a structured sequence of touchpoints sales teams use to connect with prospects over a specific timeframe. It outlines how and when sales reps should reach potential customers, incorporating multiple communication channels such as email, phone calls, LinkedIn messages, and voicemails.
An effective sales cadence ensures that leads are nurtured properly, reducing the chances of missed opportunities and improving response rates.
Types of Sales Cadences
Sales cadences vary depending on the target audience, industry, and sales goals. The most common types include:
- Inbound Sales Cadence – Used when leads have already expressed interest, such as by downloading a whitepaper or signing up for a webinar.
- Outbound Sales Cadence – Designed for cold outreach, targeting new prospects through email, phone calls, and LinkedIn.
- Follow-Up Sales Cadence – Focuses on nurturing leads who have interacted with your brand but haven’t converted yet.
- Re-Engagement Cadence – Aimed at reconnecting with past leads who have gone cold.
Choosing the right sales cadence depends on your business model, product complexity, and the typical sales cycle in your industry.
Why a Well-Designed Sales Cadence Matters
A random approach to prospecting leads to inconsistent results. A structured sales cadence helps in multiple ways:
1. Consistent Follow-Ups
Many deals are lost simply because sales reps fail to follow up effectively. A cadence ensures that no prospect slips through the cracks.
2. Multi-Channel Engagement
Different buyers prefer different communication channels. Using a mix of email, calls, and LinkedIn messages improves the chances of getting a response.
3. Increased Efficiency
Sales teams can focus on high-priority leads instead of randomly reaching out to prospects with no clear strategy.
4. Higher Conversion Rates
A well-structured sales cadence keeps prospects engaged and gradually moves them toward a purchasing decision.
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How to Build a Sales Cadence That Converts
Step 1: Define Your Target Audience
Understanding your ideal customer is the foundation of an effective sales cadence. Creating a meaningful outreach is difficult if you don’t know who you’re targeting. Buyer personas aren’t just about demographics—they’re about understanding your prospects’ needs, challenges, and behaviors. The more specific you get, the more tailored your outreach will be. The goal is to craft a message that resonates deeply with your audience, driving more engagement and conversions.
Key factors to consider when defining your target audience include:
- Industry and company size: Helps customize your messaging to match the business’s context and needs.
- Job titles and decision-making authority: Identifying the key decision-makers ensures your outreach is directed at the right person.
- Pain points and challenges: Knowing your prospect’s problems lets you position your product as the solution.
- Preferred communication channels: Some prospects respond better to emails, while others prefer calls or LinkedIn messages.
- Buying behavior and decision timeline: Understanding the sales cycle length helps to time your outreach effectively.
Note: Segmenting your audience allows you to create personalized outreach strategies, making your sales cadence more effective.
Step 2: Choose the Right Communication Channels
A well-rounded sales cadence combines multiple channels to ensure your message reaches your prospect in various ways, increasing the likelihood of a response. The goal is to meet your prospects where they are most likely to engage. Whether through email, phone, LinkedIn, or SMS, using the right channel at the right time can make all the difference in maintaining a steady flow of conversation.
Here are the most effective channels for a successful sales cadence:
- Email: The backbone of your cadence, allowing for consistent, value-driven outreach and easy follow-ups.
- Phone Calls: Adds a personal touch and builds rapport, helping build trust and handle objections in real time.
- Voicemails: A well-crafted voicemail can prompt prospects to call you back, especially when paired with follow-up emails.
- LinkedIn Messages: Perfect for B2B engagement, especially for decision-makers. A personalized connection request followed by thoughtful messages can help build relationships.
- SMS (Text Messages): Ideal for quick reminders or appointment confirmations. Keep them brief to avoid being intrusive.
Note: Using multiple channels improves engagement and increases the chances of getting a response.
Step 3: Determine the Duration and Frequency
In a world where attention spans are short, timing is everything. You want to strike a balance between persistence and patience. If you follow up too soon, you risk overwhelming your prospect; if you wait too long, they may lose interest. Your sales cadence should have a clear timeframe with appropriate spacing between touchpoints. A common structure includes:
- 7-10 touchpoints over 2-3 weeks
- A mix of emails, calls, and LinkedIn messages
- Follow-ups every 2-3 days to maintain interest
Here’s a sample 10-day sales cadence:
| Day | Activity |
|---|---|
| 1 | Initial email (introduce value proposition) |
| 2 | LinkedIn connection request |
| 4 | Phone call + voicemail (if no answer) |
| 6 | Follow-up email with a case study |
| 8 | Phone call + LinkedIn message |
| 10 | Final email with a clear call-to-action |
You can adjust this based on your industry and buyer preferences.
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Step 4: Write Effective Sales Emails
Emails are crucial to any sales cadence, but their success depends on how well they’re written. An email should be more than just a sales pitch—it should convey value, respect the prospect’s time, and be personalized to the individual’s needs. A concise, relevant, and personalized message is more likely to get noticed and elicit a response. Crafting your emails thoughtfully ensures that each message works toward building a relationship, not just making a sale.
Best practices include:
- Keep It Short: Focus on the prospect’s needs, not your product.
- Use a Clear Subject Line: Make it compelling but not too sales-y.
- Focus on Value: Address a specific pain point and offer a relevant solution.
- Include a Clear Call-to-Action (CTA): Encourage the prospect to take the next step—booking a meeting or getting more info.
Example Sales Email:
Subject: Helping [Company Name] Improve [Specific Pain Point]
Hi [First Name],
I noticed that [Company Name] is focused on [specific goal]. Many companies in your industry face [challenge], and we’ve helped businesses like [Client Example] achieve [positive result].
Would you be open to a quick chat next week to discuss how we can help? Let me know a time that works for you.
Best,
[Your Name]
Step 5: Make Your Calls More Effective
Phone calls allow you to humanize the interaction and are often more effective in establishing rapport than emails. However, making sure your calls are purposeful and respectful of your prospect’s time is essential. A well-prepared call can leave a lasting impression and help move the sales process forward. Your tone, message, and ability to handle objections will impact your chances of converting a lead. Calls are a vital component of your cadence because they offer an opportunity for real-time engagement and relationship building.
To make your calls more effective:
- Do Your Research: Personalize the conversation by gathering details about the prospect’s company.
- Be Direct and Concise: Respect the prospect’s time.
- Ask Open-Ended Questions: Engage them in conversation and uncover challenges.
- Handle Objections Smartly: Be ready to address concerns with clear, confident responses.
- Handle Objections Smartly: Be ready to address concerns with clear, confident responses.
- End with a Clear Next Step: Always guide the conversation toward booking a follow-up or scheduling a demo.
Step 6: Leave Compelling Voicemails
While phone calls are direct, voicemails are an alternative when the prospect isn’t available. A voicemail can act as a soft nudge and increase the chances of a callback if it’s delivered well. Your voicemail should be short, to the point, and clear about the value you bring. The goal is to pique the prospect’s interest just enough for them to follow up with you. Remember, a good voicemail should be brief and engaging and have a clear CTA.
Example Voicemail:
Hi [First Name], this is [Your Name] from [Your Company]. I wanted to share a quick idea on how we can help [solve a pain point]. I’ll follow up with an email, but feel free to call me back at [Your Number] if you’d like to chat.
Step 7: Use LinkedIn for Outreach
LinkedIn is a goldmine for B2B sales, providing you with access to decision-makers in your industry. However, like any platform, success lies in how you use it. LinkedIn allows you to build relationships slowly through engagement with posts, personal messages, and relevant industry insights. LinkedIn can become a powerful part of your sales cadence with the right approach. Your goal is to build rapport before directly pitching—when you engage with prospects.
To make the most of LinkedIn:
- Send Personalized Connection Requests: Avoid generic messages—highlight mutual interests or business needs.
- Engage with Prospects’ Posts: Show genuine interest in what they share.
- Follow-up with LinkedIn Messages: Send thoughtful, relevant messages to build rapport once connected.
- Share Industry Insights: Provide valuable information that positions you as a trusted resource.
Example LinkedIn Message:
Hi [First Name], I came across your profile and wanted to connect. I work with companies like [Prospect’s Company] on [specific challenge]. Looking forward to staying in touch!
Step 8: Track and Optimize Your Sales Cadence
Your sales cadence isn’t a static process—it should evolve. Regular tracking and analysis of your metrics help you identify areas for improvement and optimize your outreach strategy. Pay attention to which touchpoints are performing well and which are falling short. Fine-tuning your cadence based on performance data ensures you’re continuously improving, making your approach more effective and driving higher conversion rates.
To optimize your cadence:
- Track Metrics: Monitor email open rates, call connection rates, LinkedIn engagement, and overall conversion rates.
- Optimize Based on Data: If a step is underperforming, adjust your messaging, timing, or channel mix to improve results.
Final Thoughts
A strategic sales cadence is the backbone for effective prospect engagement. It transforms scattered outreach into an organized, consistent process that connects with your leads. By defining your audience, selecting the right channels, timing interactions, and leveraging personalized communication, you can build trust, address challenges, and guide prospects smoothly through the buyer’s journey.
Now it’s your turn to take action! Beyond Codes is ready to help, whether you’re beginning from scratch or fine-tuning your current sales cadence. Schedule a 30-minute meeting with us today, and we’ll create a successful sales cadence suited to your company’s goals.
Don’t just outreach—start converting!
