5 Winning Sales Cadence Examples (and Lessons to Draw from Them)

5 Winning Sales Cadence Examples (and Lessons to Draw from Them)

So you finally have leads flowing into your pipeline. Now what? Which leads do you contact first? Should you reach out via email or phone call? How many times should you contact a prospect? When should you place a call or send an email? If a prospect does X, should you do Y or Z? What do you do next?

If you haven’t yet fully answered all these questions or aren’t very sure of your answers, then chances are you need to develop a solid sales cadence for your sales team (or your current one needs some refining). A good sales cadence brings structure and order in how reps engage leads, improving productivity and performance.

This post helps you build a winning sales cadence by taking a look at examples that have already been shown to work. The blog entry then draws lessons from each of these cases and provides practical tips to put these ideas into action within your own sales process.

Related: A Crash Course on Lead Nurturing… And Why it Matters

 

Sales Cadence: Some Basics

To make sure we’re on the same page, let’s first lay out some sales cadence preliminaries: what it exactly is, why you need one, and what other things to have on hand.

A sales cadence is simply a timeline of sales activities and methods reps follow to engage leads. For example, if one of the starting points in your sales conversion funnel involves a lead filling out a form on your site, the steps you take in order to contact that prospect and get him to agree to a face-to-face meeting make up your sales cadence.

In this case, the sales cadence tells you when and how to contact the lead after completing the form (e.g., email on day 1, call on day 2, send a follow-up message on day 3, etc.).

Clearly, having a well-defined sales cadence makes things in your sales process run more smoothly and more efficiently. That’s because a sales cadence:

  • Maintains consistency by providing a set of specific and common procedures for reps to follow
  • Keeps everything easy to monitor and measure, making managing and optimizing the sales process simpler
  • Speeds up conversions by removing potential choke points or leakages
  • Allows you to quickly scale things up (such as growing your team or doubling your pipeline)

There are a few things you need to have on hand for a sales cadence to work as advertised. Many experts believe that a modern sales cadence requires at least three channels (emails, phone calls, and social media) to really make an impact. Also, most sources agree that it takes 6 to 13 touches before you can generate a valid lead. Finally, you need a tool to monitor all of these activities, and that’s where a CRM platform comes in handy.

Related: Not Just an Address Book: 4 Hacks to Turn a CRM into a True Sales Tool

Sales cadences differ from one type of sales process to the next, but the basic idea remains the same: consistent, sequential touches. Complex sales processes often involve a lot of touch points and a longer time period for nurturing prospects (sometimes several months), while transactional sales cycles require fewer touches done over a period of days or weeks.

 

Sales Cadence Examples

If you’re looking to create your own sales cadence (or looking to tweak your current one), there’s plenty of ideas to borrow from the following proven examples.

Example 1

Our first sales cadence example comes to us from Sales Hub CEO Max Altschuler. This is a widely-cited sales cadence and works great as a starting reference.

  1. Day 1: Email/InMail
  2. Day 3: Email in the morning, Call in the afternoon
  3. Day 5: Call in the morning, Call with a voicemail in the afternoon
  4. Day 7: Email in the morning, Call in the afternoon with a voicemail
  5. Day 10: Email and call in the morning

Sales Cadence Example 1

As you can see, this sales cadence consists of 10 touch points spread over 10 days. Other than its simplicity, this sales cadence also has the following strengths:

  • Makes use of all three key channels (email, phone, and social)
  • Leverages the law of immediacy (i.e., touches aren’t spaced too far apart)
  • Uses both live phone calls and voicemails

On the other hand, this sales cadence needs some improvement in the following areas:

  • Uses too few touch points (keep in mind that most studies say it may take up to 13 touches to generate a valid lead)
  • Waits until day 3 to place a call (if this were an inbound lead, calling on day 1 would work well)

Related: 5 Actionable Email Marketing Templates you can Use to Follow Up

Example 2

The next example works well for lengthier sales processes. It’s used by one of InsideSales.com’s clients:

  1. Day 1: Email 1
  2. Day 2: Call 1, Voice mail 1, Email 2
  3. Day 7: Call 2, Voice mail 2, Email 3
  4. Day 14: Call 3, Voice mail 3, Email 4
  5. Day 21: Call 4, Voice mail 4, Email 5
  6. Day 35: Call 5, Voice mail 5, Email 6
  7. Day 49: Call 6, Voice mail 6, Email 7
  8. Day 63: Call 7, Voice mail 7, Email 8
  9. Day 77: Call 8, Voice mail 8, Email 9

Sales Cadence Example 2

This sales cadence uses up to 25 touch points spread over 77 days (a little over two-and-a-half months). Its strengths include:

  • Starts off strong with email on day 1 and follows it up with a call the next day
  • Combines live phone conversations with voice mail messages

While this cadence fits in with an outbound sales strategy for longer sales cycles, it does have a couple of weaknesses that need attention:

  • Lacks a social media component
  • Schedules successive touch points too far apart from each other
  • Relies on repetitive and almost predictable mix of channels

Example 3

Once again, we’re using a working outbound sales cadence developed by one of InsideSales.com’s customers as an example:

  1. Day 1: Emails 1 and 2
  2. Day 2: Email 3
  3. Day 3: Call 1, Voice Mail 1
  4. Day 4: Social Media 1, Email 4
  5. Day 5: Call 2, Email 5, Social Media 2

Sales Cadence Example 3

This sales cadence packs a lot of touches in such a short time period (5 days) and works because it:

  • Leverages all three key channels (email, phone, and social)
  • Uses emails extensively throughout the whole process
  • Varies the mix of touch points from one day to another

However, there’s still some room for improvement, particularly since the cadence:

  • Squeezes so much activity in so short a time and risks overwhelming the prospect
  • Waits until day 3 to follow the opening email with a call

Related: The 5 Success Factors of Multi-Channel Marketing Revealed [INFOGRAPHIC]

Example 4

Brandon Huang, an SDR at Yotpo, shares a 22-day sales cadence idea he says helps him produce consistent results.

  1. Day 1: Email
  2. Day 3: Phone
  3. Day 4: Email
  4. Day 7: Phone
  5. Day 7 Email
  6. Day 10: Phone
  7. Day 12: Email
  8. Day 14: Phone
  9. Day 16: Email
  10. Day 19: Phone
  11. Day 21: Phone and Email
  12. Day 22: Nurture or Repeat

Sales Cadence Example 4

Brandon Huang’s sales cadence consists of 13 touch points done over 22 days. Its main strengths include:

  • Spreads touch points over a 3-week period
  • Leverages immediacy without being too aggressive

However, this sales cadence contains some glaring flaws:

  • Limits the channels used to phone and email only
  • Waits until two days before following up initial email with a call
  • Fails to maximize engagement per day (some days could have included both email and phone activities)

Related: Things to Do When Dealing With A B2B Prospect that’s Difficult to Reach

Example 5

Here’s a sales cadence example which managed to deliver some pretty impressive results. Carlos Montero, CEO at digital marketing consulting firm Biassa, says this sales cadence helped him book meetings with 11 of the biggest e-commerce companies:

  1. Day 1: Prospect Research
  2. Day 2: InMail
  3. Day 3: Follow-up InMail
  4. Day 4: Email
  5. Day 5: Follow-up Email
  6. Day 6: Phone
  7. Day 7: Social Media (share an article and tag the prospect)
  8. Day 8: Video Email
  9. Day 9: Social Media (engage prospect on LinkedIn)
  10. Day 10: Voice Mail
  11. Day 11: Email
  12. Day 12: Phone or Email

Sales Cadence Example 5

Carlos Montero recommends setting aside as much as 22 days to carry out all these activities. From the outline, it’s clear that the sales cadence:

  • Combines email, phone, and social
  • Uses a rich content strategy (by including articles and videos)
  • Strikes a balance between persistence and disturbance

But even with solid results behind this sales cadence, there’s a couple of things you need to look out for, especially since it:

  • Requires more research and personalization
  • Makes reaching out at scale a bit more challenging

Related: AskCallbox: What makes an effective lead nurturing program?

 

The Takeaway

A sales cadence helps your team navigate the often-choppy waters of revenue generation. It keeps your reps’ momentum more consistent and their performance more measurable. With these lessons and tips, it’s easier to develop or optimize your own sales cadence.

 

 

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Lead Management Best Practices: Marketers Should Take into Heart

Lead management best practices

To keep a business afloat, it is important to focus on generating quality leads. And by quality, we mean leads that will end up making an appointment with a sales representative.

Today, most businesses rely on lead generation and appointment setting as the main drivers of revenue. Most of them concentrate their resources on creating valuable content and optimizing their main marketing channels.

Going beyond these usual activities, businesses should also focus on maintaining an efficient lead management system. One reason is that leads need to be nurtured in order to come up with informed decisions. A sale is not possible if a lead is left in the pipeline with nothing to direct towards purchasing a product or a service. 

At the moment, there are numerous companies that offer lead management systems across a diverse range of industries. It is just a matter of knowing which services to purchase.

And for that, let us fill you in on what makes a truly effective lead management service.

#1. List Building Component

When it comes to building lists, trust only a company that truly knows how to build one just for you. And that means preparing a list of possible prospects from an existing database and segregated by name, location, and other important information. More importantly, an effective list should be free from duplications and other issues so your campaign can sail smoothly!

Related: Easy Tips in Finding and Removing Duplicate Data Using Excel

#2. Mailing List Verification

Over time, the names of prospects in your list can become unusable. You need to continually update your list to ensure that you will be engaging the right people. Data cleansing is therefore an essential aspect you wouldn’t want to leave out.

Related: Customer Profiling Checklist in Verifying Business Contacts

#3. Effective Email Send-outs

Email campaigns can become more efficient when it is handled by software that automatically sends messages and follows-up on inquiries. With that said, you may want to implement an effective email suite that can make deliver your emails in the right volume and in the right time.


 Learn more about our Lead management and Callbox Lead Nurture Tool!


 #4. Support for Telemarketing

What else can you do with your marketing list? Well, you can send it to your calling team who will then do the hands-on work of turning prospects into qualified leads. 

Related: The Hidden Gems of the Web: Where Can You Get a Good B2B Lead List?

#5. Lead Scoring and Nurturing

When it comes to generating qualified sales leads, nothing beats the all important activity of scoring your leads based on your engagements across multiple channels. It enables you to lock on important talking points and allows you to create better tailor-fit messages for prospects. In connection with this , here is a downloadable lead scoring guide to help you out.

 

Do you know anything else that can help in lead management? Share it with us in the comment section below. For more nifty stuff about marketing software, feel free to explore our blog or you can give us a call.

 

 

Learn more about our Callbox Lead Management Tool

 Dial +1 888.810.7464 or 310.439.5814

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Re-activate the Interest of Lapsed Customers to your Company

Re-Activate the Interest of Lapsed Customers to your Company

Are you looking for ways to re-activate the interest of your old customers or prospects to increase your sales and revenue?

The lead nurturing strategies on how to deal with old customers on your pipeline is important in winning them back and convincing them to purchase from your company again.

According to peoplepulse.com, 50% of Marketing Managers and 30% of Sales Managers cannot identify their company’s percentage of annual customer loss. Those who thought they knew their firm’s defection rates believed that it averaged about 7-8% per year. However, research shows that the average firm loses is between 20 to 40% of its customers per year.

So how do we keep track of our old leads and rekindle our relationship with them?

With the help of our  lead nurturing tool, we keep them the in touch  and get their attention constantly. By creating a scheme of actions in following up the prospects, we were able to reach out to them again.

The period of time as to when to connect with them again varies. And only you can determine the best cycle to re-activate them for your company. For Callbox, we usually give 1 month to reach out after losing touch with your customers. Too much of marketing exposure through email, calling and social media to your customers may turn them off. Of course, we don’t want to flood their inbox with email which will make them decide to delete our email or block us permanently.

Related: Subject Lines that Gets Event Emails Deleted

Here’s how you can re-activate their interest with your company and encourage them to become active again.

Send “Win-Back” Email

Many are saying that reactivating customers through email is not enough. However, sending emails can be effective in encouraging engagement from lapsed customers. Here are some tips on how to win back previously interested customers via email.

Tip 1: Use “We Miss You” in your subject line to make them feel important.

Tip 2: Schedule sending multiple but short and engaging emails showing that you care for winning them back. You can schedule every month for the next 3 months. But never re-engage later than 6 months.

Tip 3: Make it more personal to build connection with your customers again and amplify your brand. Here’s an example of the template that we use when sending out follow up emails to lapsed customers.

Related: AskCallbox: What makes an effective lead nurturing program?

Reconnect through Social Media

Use linkedIn, facebook or Twitter, etc to reconnect with previously interested customers. However, be extra careful when reconnecting with them as reactivating them through social media can be inappropriate. Here’s how to do it the right way.

Tip 1: Find out what they want when they first expressed their interest  to your company. Social networking sites analytics will surely give you an idea of your audience top interest. Below is a screenshot of my twitter analytics.

Twitter Analytics - Interest

Tip 2: Use the things they’re interested in when they first expressed interest with our company such as the products or services they inquire at that time. Update them by posting about it in social media or share your recent case studies with solid facts and statistics.

Create Good Quality Content to Lure Them Back

Remind them of what they’re interested in and entice them by creating quality content, even better if you could craft content related to their industry and try posting them on your website. You can also send  them content via email and put a CTA (call to action) to direct them back to your website.

Example: The 5 to 5 Calling Rule for Inbound Leads (That Generated Over 40% Increase in Sales)

The 5 to 5 Calling Rule for Inbound Leads (That Generated Over 40% Increase in Sales)

Customers come and go regardless what business you’re into. There are several ways on how to re-activate lapsed customers.  Right timing in delivering the right message is the key. Reconnecting with them through multiple marketing channels will help you win them back in no time.

 

Check this out! Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle [Case Study]

 

 

Don’t have time to reach out  to your old leads? Let the expert do it for you!

Learn more about our lead nurturing process. Dial 888.810.7464

 

 

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The Remedy for Unqualified Leads: Nurture Them Until They’re Ready

The Remedy for Unqualified Leads- Nurture Them Until They're Ready

“A man is never too old to learn”  and so is a Panda.

Po, a panda and a kung fu student, had to fulfill a challenging task for his retiring kung fu master Shifu, of becoming the next kung fu teacher himself in the recent blockbuster Kung Fu Panda movie. Po’s task wasn’t easy like he thought it was and made him doubt on his capabilities. But with the help of his biological father Li, and the guidance of the Furious Five , Po took the courage to eagerly accept the challenge to learn and improve his kung fu skills and later on was able to teach the other pandas using their everyday activities in the village as their assets. Capping these positivities was resolving himself on the role assigned to him as the Dragon Warrior who embodies the yin-yang, and to fight Kai, the traitor who held other kung fu masters captive by taking all their chi. He knew that fighting Kai wasn’t as enjoying as eating his fave dimsum but Po was eager to fight and save the captives  so he strategized the fight by using his Wuxi finger hold to transported Kai and himself to the beyond. With the use of his chi he was able to create a giant dragon figure of himself to battle and finally destroyed Kai.

Like Po who courageously nurtured and mastered his kung fu skills and used his chi properly to trample Kai, we can learn and master our prospecting skills and tactically use resources like the automation and nurture tool to battle against slow poke follow ups and unqualified leads by nurturing them until they’ve become fully qualified and sales-ready.

Nurturing doesn’t just start after the prospect said “yes, call me back” or confirmed an appointment but officially kicks off from the time the prospect picks up the phone to answer your call. Below are some kung fu-like skills and chi-like tools that you can learn to master in order to free yourself from battling against unqualified or premature leads:

Get to know the Prospect

Regardless of how many outbound calls you make in a day, 50, 80, 140 or 200 but just plainly talking to prospects without profiling them would put all your impressive call volume numbers into thrash. You need to profile your prospect before you can design the best offer or sales scheme for him. You may use personality types from www.sales-initiative.com in profiling your prospects and get to know what sales approach works for each. :

  • The Analytical

Type: One who asks facts & figures

Approach: Using qualitative and quantitative data in your presentation will work for this prospect type.

  • The Driver

Type: Opinionated but make quick decision

Approach: Do small talk and be quick and factual to answer questions

  • The Amiable

Type: Quite sensitive and takes time to decide

Approach: Build rapport with emphasize on WIIFM benefits

  • The Expressive

Type: Storyteller and highly impulsive

Approach: Active listening and be in control of the conversation.

Related: Classification of Sales Leads: Hot, Warm or Cold

 

Give and Take Specific and Accurate Information

Nothing beats a crystal clear conversation. This is the best foundation in creating a good and lasting impression to the prospect which eventually would progress into generating the most qualified lead. Take the following CTAs to help you:

  1.  Share accurate information with prospects about the products and services you offer and couple this approach with the three important Cs of prospecting:

Confidence – exude confidence when pitching. So master and understand how your product works and its benefits to the prospect.

Customize – always place yourself in the prospect’s shoes by acknowledging his opinions and remarks. Some factors you may need to consider are time, budget, need and authority of the prospect to either fully qualify the lead or properly nurture it for future deals.

Consistency – give out accurate facts and data as this will keep you on track during the conversation. The prospect might ask you the same question twice so it’s best to have consistent answers, otherwise he would not believe you at all.

If you got all these mastered as one package you will definitely gain the prospect’s trust.

  1.  Ask probing questions that will uncover important facts about them and how they do business. This will give you a concrete picture of your prospects’ profiles and will get to know their buying behaviors.
  2.  Take note of all the answers or remarks you will hear from the prospect. This will help you create a strategy that will ensure a continuous communication with them and be able to synchronize your activities during the nurture period. 

Related: AskCallbox: What makes an effective lead nurturing program?

Utilize Time and Tools

In the 2010 Gleanster Research study showed that as many as 50% of qualified leads are not ready to buy. So what do you do with these not-sales-ready leads?

Well no other fitting answer to that question but NURTURE them until they are sales-ready with the use of the automation and nurture tools.

Automation and nurture tools are your chi in keeping leads at their best place and position and saving them from becoming shelf-kept captives. Here are short tips on how to utilize automation and nurture tools in 3 easy ways:

  1. Engage and nurture prospects through custom emails sent  via the automation tool.
  2. Answer their queries and concerns by activating real-time alerts and notifications
  3. Track all customer touch points like website visit, links clicked and sent forms, which also means get into multi-channel marketing bandwagon.

Check out our lead nuture tool here!

Qualified and sales-ready leads do not come in handy at all times. Be ready to battle with unqualified leads by mastering the skills on profiling the prospect, giving and taking specific and accurate information and utilizing time and tools.    

Po didn’t go out and battle Kai unarmed – he took time to master his kung fu skills, nurture his fellow pandas by teaching them how to fight, and used his chi to become big and powerful which defeated Kai and saved the captives.

Do you know that telemarketing is an effective strategy for lead nurturing? Learn how..

 

Check out this case study on lead nurturing:

Turning Targets to Sales-Ready Leads with a 50% Shorter Lead Nurturing Cycle

 

Watch our Callbox lead nurture tool integrated with Pipeline CRM!

 

 

 

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Use Telemarketing as an Effective Strategy for Lead Nurturing

The Callbox Way: 3 Stages of Lead Nurturing Process

“A plant, a grass, or even a tree needs soil, water, sunshine and a few trims here and there for them to grow, bear fruits and blossoming flowers. Just like plants and trees, a lead needs nurturing until it reaches its full maturity of success.”

Here’s the 3-stage process of how Callbox nurture a Lead:

Profiling the Campaign List

At the kick start of your campaign, the agent profiles the list with the necessary information:

Name of contact

Designation and job function

Phone numbers

Email

Company name

Business address

Make sure you create good quality of business list before the campaign starts.

Completeness of data is important because this will serve as your reference in customizing a business proposal to your target decision maker. (Additional information: Social Media accounts like FB, Twitter, and LinkedIn, Annual Sales and Employee size)

Have regular data cleanup to check your database for errors and ensure that you have accurate information to drive your marketing campaign. Check out our customer profiling services!
 

Building Positive Contacts

Each call is deemed to become a successful lead. Getting passed the gatekeeper and being able to speak with the decision maker, regardless of whatever transpires in the conversation, is a positive call. Each call attempt sets the primary goal to pitch – to get them interested about your product/services and get them to agree for an appointment. Building positive contacts takes occurs through the whole period of the campaign.

Each day of calling will require the agent to be able to positively profile the list. See the scenarios below and how the agents nurture them to grow:

Scenario 1: For Follow Up 

In this scenario, the agent has spoken to the decision maker, but for some reasons, the target prospect declined a call or visit from our consultant. The agent sets another date and time to call the prospect back and sends the initial information.

Related: Classification of Sales Leads: Hot, Warm or Cold

Scenario 2: Requested for More Information

A high percentage of decision makers ask for reference materials before they would agree for a consultant’s touch base. These are prospects that are unsure of whether they exactly understood how your products and services would work for their business, or just simply want to see a comparison between their current set up and what you have to offer to them.

Related: How to Respond to “Send Me More Information”

Scenario 3: Not Interested

Quite an irony it seems but yes, those prospects who said they are not interested, are considered to be positive contacts. The agent holds the chance that a need and interest will arise from To bag all the chances of converting as much as positive contacts into leads, the agent will counter the above mentioned scenarios with Follow Up calls after 24 – 48 hours, or at the prospects preferred timing, with exception to Not Interested for which callbacks are made after quite a period of time.

Don’t give up yet, might as well review and analyze what could have gone wrong.

Alongside these actions, the lead nurturing tool is active and works on the background to send ff up emails and alarms the agent for follow up calls. This lead nurturing tool will change the way you see marketing automation as it applies more humanly behavior when schemas are set well.

 

Setting the Appointment/Generating the Lead

Harvest time! The lead has grown to its full potential now. All important information was verified and the lead qualification has met all the campaign criteria. The prospect is interested to know more about your product/service that could be beneficial for their process improvement, and has agreed to a phone or office meeting with you. Moreover, at some point, pricing packages and purchase timeframe advances the discussion.

 


Nurturing a Lead is a continuous process – daily profiling and building of positive contacts will definitely bring endless possibilities of productivity results.

Have you watered the plants already?

 

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Lead Nurturing Process

We get you leads, we nurture them and lead them into sales conversion.