Sales Cadences: Why You Need Them

Strategy and planning are the critical components of sales. If you just focus on adding leads to your pipeline with no plan to connect them, they will inevitably slip through your funnel. Unfortunately, these days, many businesses follow this mistake. And this explains why the majority of them have trouble closing deals!

Reaching out to leads doesn’t necessarily mean calling or sending an email; instead, it implies developing a series of touchpoints and using them to stay at the top of your customer’s minds.


Every touchpoint gives your reps a new chance to succeed or fail; hence a detailed strategy is always vital. This strategy is nothing but your company’s sales cadence. 


One of the essential structures in a sales organization is its cadence or rhythm of business. The sales cadence serves as a road map to direct the movement of your business processes. In other words, It outlines every step that needs to be taken to complete your sales prospecting process. In this article,  let us explore more about sales cadence and understand how it can benefit your company’s performance:


1. Offers pre-determined work

Sales teams or representatives frequently rely on their gut feelings when interacting with customers; this sometimes makes them numb during their activity and ruins the whole sales process. Therefore, no businesses should ever rely on guesswork and randomness; instead,  they should develop a formal system that can lead them to the closing stages of the sales process. Well, this is what sales cadence does.


Sales cadence offers you and your team a well-defined structure for planning and carrying out your sales strategy. Using this framework, you can avoid guesswork and uphold consistency throughout each interaction with your prospect or lead.


Here, all you have to do is choose the way to approach your prospects and decide the number of touchpoints they need, plan how long the cadence should last, and select channels to use. It sets up your sales cadence, and once you have it, your team members can use it as a guide to carry out their work. This essence of a sales cadence quashes all the worries and concerns of your sales reps and makes it much easier for them to reach your expected outcomes.


As soon as your reps add leads to the sales pipeline, sales cadence ensures that your leads move down the funnel and turn into sales or conversions. Setting up a well-defined sales cadence can keep you afloat in your sales activity.


2. Allows better tracking and predicts your revenue

Once you have a clear-defined sales cadence, you can easily track your customer’s progress. In addition, you will know which leads to contact and drop-off, allowing you to filter out your extensive customer list and smoothly run your sales process.


When you establish a sales cadence, are well-prepared, and are familiar with handling every lead, you usually predict the” subsequent outcome.” Such forecasts, or predictions, can help you tailor your marketing campaigns, eventually increasing your chances of closing deals.


3. Boosts customer engagement and brand awareness

Sales cadence refers to all the steps your sales reps or sales teams should take to get in touch with a potential lead, including emails, phone calls, voicemails, and even social media posts. So this helps your sales teams accelerate their outreach processes and close your deals more quickly. 


If you can reach your customers through various channels, using a structured and suitable framework, you will undoubtedly increase your brand’s visibility and credibility among a large audience.


With a sales cadence, you gain a better understanding of your customer’s activities across various platforms and, hence, can pitch them at the right time by offering valuable content. This relatively increases your engagement rates and the chances of closing sales.


4. Enhances scalability

Having an extensive client network and managing it may seem like a daunting task. However, sales cadences will help you with that! 


Setting up a clearly defined sales cadence will help you better understand your prospects’ progress in the sales funnel. Knowing their journey will make it simple to target potential customers and move them toward the buying phase. Also, sales cadence enables you to experiment and test various approaches to help you find the best and most efficient methods for executing your sales process. Therefore, you can scale your business and client base more successfully by employing an effective sales cadence.


Check out this master plan for successful outbound lead generation!

Action is the main ingredient for any booming sales cadence. According to sales prospecting research, it typically takes eight touchpoints to schedule the first meeting with a new prospect (source). So, the more touchpoints, the more you land with sales!


Sales cadence displays the “specific actions” your sales reps must take to sell the offerings. Hence, your salesperson will never be stuck in inefficient activities.


Organizing a sales cadence can eliminate actions that don’t add value and transform your sales process into one that can produce better results. Therefore, build a well-defined sales cadence and streamline your operation to generate more leads!


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