sales cadence

How To Create a Sales Cadence to Close More Deals

Outreach marketing is one of the most effective ways to connect with potential customers and close more deals. Unfortunately, many businesses leave money on the table because they get discouraged when their outreach efforts don’t produce results immediately. A prospect not answering your cold email right away doesn’t mean they’re not interested—it could simply mean they’re busy!

In this blog post, we’ll show you how to use a sales cadence to stay top-of-mind with your prospects and increase your chances of closing more deals.

What Is a Sales Cadence?

A sales cadence is a sequence of steps that salespeople take to nurture their relationships with prospects. A typical sales cadence might involve sending a series of emails, making phone calls, and scheduling follow-up meetings.

The goal of a sales cadence is to stay in front of your prospects so that you’re the first person they think of when they’re ready to buy. You can do this by providing valuable information, answering their questions, and building trust over time.

With a sales cadence in place, you’ll never have to wonder what to do next with a prospect. You’ll always know what the next step is, which will help you move prospects through your sales pipeline more efficiently.

Why is a Sales Cadence Needed?

There are several reasons why you might need a sales cadence, including:

Easier Tracking

With a sales cadence, you can easily track when prospects are engaging with your outreach efforts. This information is valuable because it allows you to make changes to your cadence if necessary.

For example, if your email open rates are declining, you might consider changing the day of the week you send your emails. Or, if you notice that most of your prospects are responding to your phone calls, you might want to focus your efforts on making more phone calls.

Tracking your sales cadence also allows you to see which prospects are further along in the sales process and which ones need more nurturing. This information is valuable because it will enable you to tailor your outreach efforts to each individual prospect.

Scalable Strategy

A great thing about sales cadences is that they’re easily scalable. As your business grows, you can add more steps to your cadence or reach out to more prospects without re-inventing your outreach strategy. Even as you hire more salespeople, a sales cadence can help ensure that everyone follows the same process and uses the same messaging.

Increase Conversions

Research shows that follow-ups are crucial to conversion. In fact, prospects need to hear from you an average of five times before they’re ready to buy. With a sales cadence in place, you can ensure that you follow up with your prospects regularly. In the long run, this strategy will help you close more deals.

Easier Teamwork

Finally, a sales cadence can help create harmony within your sales team. When everyone follows the same process, there’s less room for error. And when you have a system in place for tracking prospects, you can avoid duplication of effort and ensure that the right person contacts each prospect at the right time.

How To Build a Sales Cadence?

Now that we’ve covered the basics of sales cadences, let’s look at how you can create an effective sales cadence of your own. Doing so will require you to consider several factors, each of which we’ll discuss in more detail below.

Prepare Customer Personas

The first step in creating a sales cadence is to prepare customer personas. If you’re unfamiliar with customer personas, they’re simply profiles of your ideal customers. Consider reading our post on how to create buyer personas for more information.

When creating customer personas, you’ll want to consider factors such as:

  • Job title
  • Industry
  • Company size
  • Pain points
  • Goals
  • Objections

Customer personas will help you create targeted content and messages that resonate with your ideal prospects. As a result, you’ll be able to create a sales cadence that’s more likely to convert prospects into customers. You might have to change your language, format, or offer to attract each persona, so make sure you take the time to create targeted profiles.

Choose One or Multiple Channels

The next step is to decide which channels you’ll use for your sales cadence. The most common channels include:

  • Email: Email is a great way to stay in touch with your prospects and nurture them through the sales process. When using email, you’ll want to consider the frequency of your messages, the day of the week you send them, and the time of day.
  • Phone calls: Phone calls can be the best way to establish a personal connection with your prospects. However, you’ll want to be careful not to come across as too salesy. Instead, focus on building a relationship and understanding the prospect’s needs.
  • Social media: Social media is a more informal way to stay in touch with your prospects. You can use social media to share your company’s story, show off your culture, or simply connect with prospects on a personal level.
  • Direct mail: Direct mail is a great way to break through the noise and get your prospect’s attention. However, direct mail can be expensive, so you’ll want to ensure it’s the right channel for your business.

Decide On The Number of Touchpoints

Touchpoints are the different interactions that you have with your prospects. They can include everything from email to phone calls to in-person meetings. The number of touchpoints you include in your sales cadence will depend on your business and goals.

In general, we recommend starting with a low number of touchpoints and gradually increasing it over time. There’s a fine line between selling a valuable service and becoming an annoyance, so err on the side of caution in the beginning. You can always add more touchpoints later if your sales cadence isn’t generating the desired results.

When deciding the number of touchpoints, you should also consider the length of your sales cycle. If your sales cycle is short, you might only need a few touchpoints. However, if your sales cycle is longer, you might need to include more touchpoints to keep your prospects engaged.

Set a Duration (schedule)

Every sales cadence should have a start date and an end date. The duration will depend on your goals, sales cycle, and the number of touchpoints you include in your cadence. We recommend setting a period of two to three weeks for each sales cadence. That should give you enough time to connect with your prospect and move them through the sales process.

It’s also important to note that you can (and should) create multiple sales cadences. You might have a different cadence for each stage of the sales process or each type of customer persona. By segmenting your market, you can create targeted sales cadences that are more likely to convert.

Create Content

Accompanying each touchpoint should be a piece of content. The content should be relevant to the prospect and help move them closer to a sale. For example, you can tag your prospect in a blog post you shared on LinkedIn or add an explainer video to your email follow-up.

Keeping your buyer persona in mind is crucial when creating content for your sales cadence. What kind of content will they find helpful? What will resonate with them? Some people might not have time to read a long e-book, but they might appreciate an infographic.

Test and Measure

Finally, you should always test and measure your results. See what’s working and what’s not so that you can adjust your sales cadence accordingly. A/B testing can be an excellent way to test different elements of your sales cadence and compare the results. The goal is to improve your results to close more deals continually.

Final Thoughts

A sales cadence is an essential tool for any salesperson. You can build relationships, establish trust, and close more deals by staying in touch with your prospects and delivering relevant content. 

Lead at Scale is a sales lead generation service that helps companies close more deals. Our sales experts can help you create a custom sales cadence tailored to your business. We also offer a range of other sales services, so feel free to get in touch and learn more about what we do.

John Dubay

John Dubay is the Managing Partner at Leads at Scale, an outsourced sales support company that helps B2B companies generate well-qualified leads at scale, ready to be closed.

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