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5 things you need to know about cadences

Sales cadences can be an effective way to engage your target prospects and eventually sell to them. However, you’ve got to get them right. Let’s find out more.

Sales cadences are an essential component of creating a predictable, scalable sales process. When you have a preset sequence of events that you know can move a prospect along their journey to becoming a customer, you have a handle on how long it takes to move a lead through your pipeline. You also know how many leads you need in your pipeline to achieve your target.

In this article, we’re going to look in more depth at cadences. We’re going to look at why they’re important, as well as what you can do to create effective cadences in your sales team. Let’s go.

1 – Cadences are essential in today’s sales landscape

Unless you’re lucky enough to get through to the prospect the first time you call them, then close the deal on the spot, you’re going to need to follow up! However, the evidence shows that if you leave it up to the salesperson to choose when they follow up, you will rarely get the desired result:

  • The average B2B seller gives up on a prospect after 4 attempts to contact them
  • The average B2B buyer engages with the seller after 6 attempts

Cadences that set out what you say to a prospect, as well as how and when to say it, are therefore vital. They stop business slipping through the net.

Cadences also help salespeople stay motivated to persevere with a prospect, even in the face of being repeatedly ignored. Some cadences are a marathon rather than a sprint, requiring 20+ touches before you receive a response. You have to be patient.

2 – The more touchpoints, the better

Cadences that use multiple ways of contacting the prospect are the most effective. That’s because the majority of B2B buyers are millennials who spread themselves around numerous channels. Sometimes they are on the phone; sometimes they’re online or on social media. Sometimes they want to engage with content, other times they want to cut to the chase and know what you’re selling.

Go beyond just emailing and calling. Leverage thought leadership content to engage with them. Follow them on LinkedIn, then Like or Comment on their posts. Be everywhere they are.

3 – Video is vital

Remember that if you are selling to millennials, bringing video into the mix for your cadences is essential. Research by Cognism found that you can expect a 25% increase in conversions, if you use video at the right time.

You don’t have to have a Hollywood budget. Just a short one-minute video where you put your personality across can be the tipping point that gets the buyer to engage.

4 – Different cadences for different objectives

Whatever you’re looking to achieve in your sales process, there is a cadence out there that can help you. While most cadences are for new pipeline generation, you can also use them to, for example:

  • Win back customers
  • Renewals
  • Customer success and more

Remember, your cadence will vary depending on who you’re targeting. Ideally, you should have cadences laid down in your sales process for:

  • Inbound
  • Outbound
  • Different members of the decision-making committee
  • C-Level
  • Navigating to senior personas in organisations

5 – Use cadences to build relationships

At SalesWorks, we have found that using a cadence around social, you will be able to develop relationships with prospects earlier and with greater effectiveness. You will see an uptick in LinkedIn message reply rate, conversion rate and an increase in response rate of between 1% and 58%.

Notice that it’s about building relationships with the social touch cadence. Don’t try to sell your product or even book a meeting too early on. The thing is, no one wants to think they’re the object of your cadence. You have to make it look authentic and spontaneous. Personalisation can help you here.

Find out more

If you’re not using cadences in your sales team to engage your prospects, chances are you’re leaving money on the table. If you are using cadences, remember that even the best cadence can always be improved. Look for little tweaks you can make which could lead to a big improvement in results. A/B test your ideas and make your cadence even better.