What is sales cadence and how can it help your business - Part 2

9 min read

It is very rare for a prospect to make a purchase on the very first communication even if they are ready to buy. There's always a back and forth, especially when reaching out to new prospects. As discussed in Part 1 of this blog, building a sales cadence for your business comes with many advantages and can help boost your profit margin.

It offers sales reps the needed planning and tools to strategise a well thought out communication plan to reach out to prospects. Following up is one of the most important aspects of turning a lead into a sale and thus using a sales cadence can greatly help enhance that process for your company.

Why do businesses need sales cadence?

Every sales rep knows that making a sale in just one conversation is pretty much impossible. Sales cadence provides a way to create a connection with prospects by diversifying your outreach across multiple platforms and in a timely manner.

You can't use the same cookie-cutter approach for each prospect and this is why sales reps need to expand their approach when it comes to nurturing prospects. Adopting a sales cadence can help by providing you with the right techniques of getting in touch with your target customers at the right time.

Some may be more responsive on social media, while some may be more comfortable over the phone or via email. Sales cadence provides sales reps with a definite plan to contact prospects in a sequential way, removing the need for any guesswork.

By following this, reps will be able to more efficiently close deals and ensure leads are properly moving along in the sales funnel. Sales cadence is also a great addition to outbound prospecting as using a follow-up strategy reduces stagnation and instead boosts the conversion rate.

Touchpoints for building a good sales cadence

Every business will have a different sales cadence based on the target audience as well as the kind of prospects they are reaching out to. Based on factors such as the size of the company, industry, and more you can create a sales cadence to fit any approach.

Here's how you can space out your touchpoints and stay on schedule for follow-ups. This is just an example of how you can tackle your prospects and the below can be altered according to your business's specific needs.

Day 1: Personalised email

Begin by researching your prospects and finding out which social media platforms they are using and what they are interested in. Take the time to understand their company and how your brand can help them. Once you've gathered your information, send them a personalised email that serves as an introduction. You can follow it up by sending them a request to connect on LinkedIn.

Day 3: Email about your company

Since you've done your research, you should know the business pain points your prospects have and which of your products and services can help solve them. Send an email emphasising this by sending use cases and specific examples.

Day 5: First follow-up email

This email is just a check-in to see if your prospect received the first email you sent them. Keep this short and to the point as the purpose of this message is just to remind them of your earlier communication.

Day 8: Phone call or voicemail

Around the end of the first week is when you should make your first phone call to the prospect. By now you have sufficiently introduced yourself to them online and so you can take it forward by making a call to reach out to them. If your phone call is unanswered, make sure to leave a voicemail along with your name and contact details, requesting a callback.

Day 10: Second follow-up email

This follow-up email is the perfect way to introduce your prospects to the main features and benefits of your products or services. Elucidate the relevant advantages and solutions you can offer to your prospects and help their business.

Day 13: Third follow-up email

Use this opportunity to send customer success stories as well as case studies on how your products and services have helped other companies.

Day 17: Last email

If you still haven't heard back from the prospect, consider this the "break-up" email and as a sign to end your chain of communication. One last time, highlight your brand's features and how you can help your prospect with the challenges they are facing. Respectfully let them know you are available in case they would be interested later.

How do you know if your sales cadence is working?

Analysing and collating data on prospects to communicate with them without the help of technology can be taxing and also error-prone. Why waste your time and energy manually taking on this challenge, especially when you have a huge number of leads?

Using a Customer Relationship Management system can help automate this task and help your business's sales cadence. By making use of the right tools, you will be able to get a deep insight into how the leads are moving through your sales cadence process as well as other analytics on email open rates, social media interactions, and more.

To know whether your sales cadence is working or not, you can track the following metrics and judge its success.

Ratio of calls to appointments

This tracks the number of appointments you have got as a result of all the phone calls made. This will help you understand whether you are targeting the right audience, which industries you should focus on, as well as what isn't working for you.

Email open and click rate

If your email gets opened, it means you've got a killer subject line that catches attention. Additionally, if they open the link present in your email, it means they are interested in what you have to offer. Email open and click rate helps you understand what is working for your emails, what catches your prospects' attention, and what doesn't.

Ratio of email open to reply

Getting a reply back from your prospect means that they resonate with the content you've sent out. If you aren't receiving any, then it might be time to change your email content strategy and make it more impactful.

Bounce rate

Bounce rate lets you know which of the email addresses in your list are incorrect and your emails aren't getting delivered to them. Having this information lets you keep your email list clean.

Using a sales cadence for your business ensures that no prospects fall through the cracks and each one is efficiently and successfully moving along your sales funnel. Collect, build, analyse, and test your sales cadences to ensure they fit your brand and positively impact your business.

FIVE CRM is a comprehensive and scalable enterprise software that can help you build, use, and track your sales cadence. Get in touch with our team to know more.

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