Best Laid Sales Cadence: Practices That Brings Results



It does not matter how big or small your sales team is, if you want those sales number soring, you need to lay out a sales cadence that is backed by evidence and not a whim. Most large organizations adhere to a sales cadence, however, mid-sized organizations with small teams often ignore this practice. In my opinion, sales cadence encourages discipline and brings structure to sales effort of the team.

Sales Cadence Offers Answers to Questions Like-

  1. How frequent should team meetings take place?
  2. How often should follow up mail be sent to potential customers?
  3. How often should inside sales reps call potential customers?
  4. What is the best time during the day to call/write a mail to the contact?
  5. When is the right moment to send out the last follow up mail? And many more such questions.

A clear-cut answer to the above questions is important to drive in quick results. However, one doesn’t get answers to these questions overnight. As your teams get more familiar with the routine, you learn what strategies are working and which ones are not. Accordingly, you can revise the cadence and stick with the best practices.

Never Reach Out Without Homework

This is thumb rule of outbound in inside sales. You need to do a little homework about the potential opportunity before your team hits the call button. For instance, what position does the contact holds in the company? Is h/she the CEO of the company, VP marketing or IT/Sales Manager. Other information that will come in handy are-

  1. What is the size of the organization?
  2. What is their business model?
  3. Will the company able to afford the product/service offered by you?
  4. Do you have the infrastructure to support their needs?

A preliminary inquiry will determine if the contact is worth the chase. For instance, if your product is primarily designed for large enterprises, pursuing start-up organizations will not bring in desired results. Determining the maturity of the organization beforehand will help you divert the efforts into the right direction.

Define a Workflow

Once you have enough information about the lead, it’s time to initiate the communication. As the first line of contact, should you only call first or send out an email and wait for revert or do both. In order to figure out which pattern works best, you must do a combination of activities.  Finally, repeat the pattern that drives in best results.

However, the most successful pattern is to send out an email, immediately following up with a call. Depending on how the call develops, initiate the next round of communication over the course of a couple of weeks. In case the prospect does not show keen interest after fifth or sixth email, send out a polite breakup email hinting the openness to collaborate in the future.

Automate The Workflow

Any delay, omission or elimination of touchpoints can dampen your sales effort. To ensure strict adherence to the workflow, an inside sales automation platform is quite helpful. The tools offer the right mix of email- call and social outreach reminder. It helps sales team develop a rhythmic pattern that lists information like – daily new connects, social media updates, demo reminder, and follow-up etc.

The sales rep can simply login to the inside sales automation platform and they get to see the actions for the day.

Re-evaluate The Cadence

One of the outcomes of following a structured cadence is that you have access to data.  A quarterly study of the data will help you re-evaluate the cadence so as to keep pace with the best industry practices.

This exercise will be more like a performance review. It will set the benchmark so that the sales team are motivated and driven to effortlessly work towards a common goal.

Conclusion: Seek Constant Improvement

A good cadence is one when the entire team is working on the same strategy to achieve a common goal. However, as the industry matures, the strategies will also have to evolve. To put things in perspective, sales cadence in an ongoing process.  Remember that a “perfect sales cadence” is a myth. For instance, when dealing with large enterprises the sales cycle maybe quite long. It may take several weeks to months. In such cases, the cadence and touchpoint will be naturally longer.

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