Use a sales cadence to win meetings with your prospects. A sales cadence is an organized and structured way of selling that focuses on the customer and their needs. This approach will make you not only more efficient but also more effective when it comes to closing deals.
Your sales cadence training is the backbone of your remote sales strategy. It's what separates you from other companies in your industry, and it's how you keep your team productive, efficient, and effective.
If you're not using cadences yet and are looking for cadence training, one strategy for creating cadence is, this blog post will tell you why they are so important to your success! We're sharing cadences that have been proven to work for businesses just like yours.
Let's start with cadences that are designed to get your prospect on the phone
Your sales cadence is the backbone of your remote sales strategy, but it's also what differentiates you from other companies in your industry. It can help keep you productive, efficient, and effective while reducing costs.
If you're not using cadences yet, this blog post will tell you why they are so important to your success! We're sharing cadences that have been proven to work for businesses just like yours.
First comes cadence training. You can't expect new hires or reps with little experience to hit the ground running without giving them some guidance on how best to approach their cadence.
Now, let's take a look at cadences that help you get noticed by prospects and generate interest in your brand:
Use personalized cadences to stand out from the crowd . There are several ways to personalize your cadence for each prospect or sales opportunity depending on what data is available about them.
These include using their name, company's name, the goal of your cadence (i.e., to set up a demo), or even what you know about their industry or role within that organization.
Finally, cadences can be used in conjunction with other sales tools like email sequences and drip campaigns for maximum impact when it comes to generating interest in your brand.
The 7 keys to creating a successful cadence training
Identifying the optimal consumer profile is step one.
Identifying your potential customer profiles is the first step in developing a sales cadence. It clarifies who your customers are, as well as the industry, the persona to target, and how to contact them.
This is significant since the cadence fluctuates depending on the size of the market, the business, and the persona.
For example, a mid-market company's C-level executives will receive more tailored emails and less phone calls, whereas managers and supervisors will receive a similar amount of emails, social media posts, and phone calls.
Identifying traits that are comparable to your clients is one of the simplest methods to create an ideal customer profile. You can do so by posing questions like:
Look for the relevant people to contact in the target organisations once you've created the ideal customer profile. One approach to do this is to use LinkedIn to search for certain terms linked to their job title.
If you want to market help desk software, for example, seek for job titles like customer service, customer support, and so on. You can develop customised communications to communicate with the right contact in an organisation once you've identified them.
Each of your tier accounts can have a sales cadence if you're using Account Based Selling (ABS) to reach out to prospects.
You can, for example, categorise your prospects depending on their professional hierarchy, assigning Tier 1 to decision-makers, Tier 2 to mid-level managers, and Tier 3 to lower-level managers.
2. The communication medium
One strategy for creating cadence is Social media. Text messaging, emails, phone calls, and voicemails are all common ways to communicate with prospects. All of these types of communication must be included in a strong sales cadence training
You must also examine the industry and the buyer persona when selecting on communication methods.
Direct mailers and in-person meetings, for example, may work for some industries, while social media and LinkedIn InMail may be more effective for others. Investigate their websites and social media accounts to learn more about what they're up to.
Make a list of contacts from your target companies and figure out which platform they use the most. Use LinkedIn InMail to your advantage by integrating it in your cadence if your prospects respond to it more than text messages.
The date and time of contact
A sales cadence's goal is to get your prospect's attention. They will only answer your call if they have a second, and they will only respond to your email if the subject line catches their attention.
As a result, when creating your cadence, think about who they are and where they came from. From 8:00 a.m. until 10:00 a.m., most people will be hurrying to work, and attending a sales call will be the last thing on their minds.
An email sent early in the morning or late at night has a good probability of getting lost in the inbox. As a result, regardless of how you contact them, you must do it at their convenience.
3. The number of efforts to make contact
Most salespeople make the mistake of not following up with a prospect enough. They contact the prospect once, probably three times, and if they don't hear back, they go on to the next one.
This is because, as a result of a poorly defined sales cadence, they are uninformed of the amount of touchpoints they must make. A constant sales cadence is essential for ensuring that your sales personnel focus on their sales activities and meet their targets.
It takes an average of seven touchpoints to get a prospect's attention, hence an optimal sales cadence will have 8 to 12 touchpoints.
However, seven may not be appropriate for every business or buyer character. When creating a cadence, decide on a minimum number of touchpoints and keep to it.
You'll be able to figure out the magic number for your firm using consistent data and experimentation. You won't get consistent data if you change the amount of touchpoints for each prospect.
4. The amount of time that passes between each attempt
How frequently should you contact the prospect? Do you give yourself a day or two between sales activities?
Because you don't want to overwhelm the prospect with too many touch points at once, the spacing between them is critical. They require some time to browse your content, analyse and comprehend how you can assist them, and make a conclusion.
Contacting a prospect more than twice a day is bound to irritate them, and it increases your chances of losing the sale. However, if the prospect does not answer the phone, you have the option of leaving a message or sending an email.
Sales reps should allow a minimum of two days between touchpoints. The key is to maintain the time interval between each attempt consistent.
5. The cadence's duration
The length of the sales cadence is measured from the first to the last touch point. The recommended length of time for your sales cadence is two to four weeks.
Of course, this is contingent on the prospect's response to your email and phone contact.
If the prospect does not respond to any of your touchpoints—does not return calls or voicemails, or does not open emails—no there's use in pursuing the prospect any further, and you can cease contact with them after two weeks.
A four-week cycle is plenty for prospects who have exhibited passive signals of interest, such as opening and reading your email, clicking on email links, and not banning you on LinkedIn, to declare interest or ask you to remove them from the mailing list.
The cadence's duration varies depending on the target industry. In comparison to mid-market and corporate companies, SMBs have a shorter cadence.
This is due to the fact that the number of persons involved in the decision-making process has a major impact on the deal's progress.
In addition, in comparison to a mid-market or enterprise, getting in touch with a C-level executive is easier when the company is tiny.
A sales cadence for SMBs typically lasts two weeks, whereas cadences for mid-market and enterprise can last three to four weeks, depending on the level of interest shown by the lead.
Message No. 6
The manner you begin an email or a cold call has a significant impact on how the prospect interacts with you. The quality of your content—it must be fascinating and informative—determines whether or not a prospect contacts you.
While tailoring the email subject line by referencing the prospect's or company's name has a major impact on open rates, personalising the email body is just as crucial.
The needs and pain points of the prospect must be addressed in your communication. Make sure to include the following in your email copy:
7. Test and improve
The most important aspect of sales cadence is this. Every cadence is unique, as previously stated. It is dependent on a variety of elements that are specific to a company.
After you've set up the sales cadence, you'll need to test it to see if it's bringing in the desired results. If you see that your prospects aren't opening your emails, make the subject line more appealing.
If your click-through and response rates aren't meeting your goals, include more information in your content, such as case studies and success stories.
You can include that information into your sales cadence if you discover that your prospects are more receptive to phone calls after lunch.
Save the data and results from each cadence and compare them to previous cadences to see what works and what doesn't.
Maintain consistency with a strategy until you have adequate data to adjust it. The goal is to gather as much information about your prospects as possible and adjust your sales cadence accordingly.
You'll be able to perfect your cadence the more information you get about your prospect's behaviour toward it.
We've included seven sales cadence templates as a starting point for developing a cadence for your company. Make it your own by being creative and putting your own touch on it.
