What is a Sales Cadence and Why You Need One

Following up with potential clients is considered to be one of essential parts of any marketing strategy. Sales follow-up tactics lead to strengthening sales process, increasing the connection with more prospects, closing deals faster and, thus, winning more sales revenue. The more effectively and systematically sales representatives follow up with their prospects, the easier they will build a friendly and trustful relationship and create an open-free atmosphere for further nurturing.

Therefore, for achieving desirable goals and structuring the whole sales process, sales representatives need to reach out to prospects using a regular and efficient cadence of activities. For this, implementation of sales cadence tool is vitally important.  So, what is the definition of sales cadence? Sales cadence is a scheduled sequence of activities with which sales representatives reach out to the prospective clients and the methods used to contact them. It helps to automate the whole sales cycle as well as to increase the productivity of sales team and generate more leads. With an effective sales cadence, sales representatives will have a clear model of who and when to call to, when to send voicemail or email, or when it is better to move to the next lead. Undoubtedly, each company should implement sales cadence. However, it should be adjusted to the business type, the target audience of the company, industry, sales cycle, etc. It is also preferable to have different cadence for inbound and outbound leads (as inbound leads are typically more sales-ready and easier to engage, so the sales cycle will be smaller in comparison with an outbound one).  


As we have mentioned, it is vitally important for a sales team to create a reliable and efficient sales cadence model for finding more and better leads. They need to take time to test different sales cadence models and choose the one that works best for them and tailor it to their business. Unfortunately, lots of sales reps, while creating cadence sequence, never adopt sales cadence model to particular leads or they are not regular in their follow-up. Recent research has shown that in most cases the average duration of sales cadence is less than 5 days, which is obviously not enough. There is always some debate about how many touches sales reps should have in their sales cadence.  The main and widely spread model for sales cadence has an 8-touch model. According to this model, sales reps reach out clients twice a day, every other day during two full business weeks.

  • Day 1: Email/InMail
  • Day 3: Email then call
  • Day 5: Call followed by a voicemail
  • Day 7: Email followed by a call with a voicemail
  • Day 10: Email and then a call

It is not only important to establish the frequency of touches but also to diversify the approaches. For example, by combining two faculties - visual (email) and auditory (call or voicemail) you will double the impact of your message and increase the chance of receiving the answer. Besides, personalize phone calls by using specific information about prospects.  Do research on your client before making a call at different websites and social media for tracking publicly available information (for example, whether your client’s company is going to have a new location or they have recently won a large contract/ funding, etc.). The more information you gather, the better selling position you are going to have. As for emails, you can add value to them by attaching articles with useful marketing material for keeping prospect’s interest and enriching the further conversation.

This is general sales cadence model, but it gives guidance to sales reps on how to consistently follow-up leads. Certainly, after 10 days, you should continue sales cadence but with reduced frequency.   

For making sales cadence even more effective, sales representatives can use sales cadence software. It can be CRM, where they will be able to track leads’ email opening rate, number of leads converted to contacts, number of arranged meetings and created opportunities. Moreover, by tracking sales cadence, you will have the possibility to adjust and constantly optimize sales approaches and, thus, improve results and revenue.

When it comes to sales cadence, persistence always pays off. As the first follow-up may not always bring immediate results, you have to be prepared for all the follow-ups thereafter. Thus, a good sales cadence tactics will help you to structure the whole sales process and make it more efficient and productive.

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