Many marketers fail to properly set up their sales cadence, resulting in a less-than-optimal experience for buyers and sellers. However, with so many moving parts, it can be challenging to know where to start.
In this blog post, we’ll share tips on how to set up your sales cadence for maximum impact. By following these best practices, you’ll be able to keep your pipeline full and close more deals. So let’s get started!
Steps to create a successful sales cadence:
1. Gather customer data
Quality customer data is the cornerstone of any good sales strategy. Understanding your ideal customer’s needs and wants and their mode of communication can develop a sales cadence that will outperform the competition.
You can collect customer data in numerous ways, but a CRM platform is one of the most effective. This allows you to track contact information, communication patterns, and preferences. For example, by logging the time of a call during communication, you can swiftly identify when prospects are receptive to a phone conversation.
In addition, the data collected can also help to have a direct conversation with key customers for their input on the methods of communication they prefer and their messaging resonance. This further ensures that your sales cadence is aligned with their needs and preferences, leading to closing more deals.
2. Develop your cadence
A sales cadence is a defined set of steps that a sales rep takes when interacting with a lead. A clear and concise sales cadence can increase the chances of closing deals and delivering consistent results. In order to develop a scalable sales cadence, gathering information from all sales team members is vital.
Once you clearly understand the various steps involved in sales cadence, share them with the entire team and ensure everyone is on the same page. Additionally, it is essential to know the wants and needs of the leads to tailor the sales pitch accordingly.
3. Choose communication channels
There are many ways to reach out to potential customers, but not all methods will work for every business. Adjusting your sales cadence according to your industry and buyer persona is essential. Similarly, if your target audience is most active on social media, focus your efforts on building a strong presence on those platforms.
Take a look at their websites and social media pages to see what they’re already using, and build a list of contacts from your target organizations. By being thoughtful about your channels, you can ensure your sales cadence is more likely to be successful.
4. Time duration for each cadence
Just like the perfect recipe, the ideal cadence is striking a balance. Therefore, the duration of your cadence is essential. Though the duration may vary depending on the communication channel and audience, two to four weeks is typically a reasonable time for a cadence.
Moreover, too much contact turns leads away, and too little might miss the opportunity to close a deal. By being consistent in follow-ups and not spamming them with too much contact, you can increase the chances of reaching the prospect at the right time to encourage them to do business with you.
5. Number & spacing of touchpoints
Touchpoints are the places where your customer and company’s journey intersect. To create a comprehensive customer journey strategy, you must first understand the number of touchpoints and the time between them.
Nobody likes to get spammed with multiple emails all in one day. So one general rule is to space touchpoints out every few days. Setting a consistent schedule with touchpoints on specific days in the cadence gives the lead time to digest your information. In addition, it allows you to gauge their level of interest before following up again.
Further, this could help your touchpoints feel more personalized instead of sending an email every two days like an automated system.
6. Sequence your cadence
Sequencing your cadence is very crucial to your success. For example, to turn a lead into a customer, businesses need to employ an effective cadence that gradually increases in intensity to turn a lead into a customer. By doing so, you can convert more leads into customers.
For example, always start by sending soft emails welcoming the lead, followed by product explanations. Then follow up with a phone call, voice mail, or SMS message. If the lead fails to respond, perhaps send an additional email before closing the cadence.
Moreover, you can’t make a sale unless the content of your communication is exciting and engaging. That’s why it’s important to understand your audience and change the language and information in your sales cadence according to them to capture attention.
7. Automate follow-ups
Automation, when used wisely, can be a great way to improve efficiency. However, people generally don’t like receiving automated messages, so ensuring your automation allows for as much personalization as possible is essential.
For example, you can consider automating follow-up emails after an initial LinkedIn request. This way, you can ensure you’re staying in touch without being intrusive. Again, try using automation in a way that won’t turn people off.
8. Measure your performance
The sales cadence is a process of stages designed to nurture the lead, build relationships, and close the sale. To be successful, salespeople need to measure key performance indicators at each stage of the sales cadence.
This offers insight into potential areas of weakness and success. In addition, you can ensure that your sales cadence runs smoothly and efficiently by constantly monitoring your performance indicators.
By following the above steps, you can create a sales cadence that will help increase your bottom line. Of course, it takes time and effort to get it perfect, but once you do, you’ll be able to reap the rewards for years to come.