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Back to Basics: The Sales Cadence

This post is part one in a series about creating a winning process to maximize all the money just within your grasp. Think about it– there are possibly thousands of dollars sitting under each and every one of your sales reps fingertips.

Seriously huge amounts of revenue are within their reach, but 70% of reps won’t bring in that revenue in this month. And, you probably won’t see that money next month either.


So, what is going on? Why can’t sales reps maximize their pipeline?   

Apart from some common pipeline mistakes, it really comes down to a lack of time. Failure to create a step-by-step process to follow through the sales cycle loses you valuable time and ultimately costs you unwon money. It’s all about combining the power of cadences and consistently following up on opportunities.

When you make a list of businesses you believe your product or service can help, you are creating small data points. These can then be converted into real opportunities that create value and money for both businesses.


The first step is finding the correct point of contact in a company who can make purchasing decisions regarding the product or service you’re selling.


After finding their contact information, the next step is to attempt your potential opportunity. (Not sure how to hone in on your potential clients and find accurate contact information? Check out how to use LinkedIn to build lists of targeted leads.)


The importance of the cadence

If your sales reps are not focusing on setting up a proper prospecting procedure (and, following it!) they are making a serious mistake. There’s no doubt that it’s sometimes nearly impossible to reach those who could benefit from your service or product.


In the Internet Age, there is an abundance of information and options for your potential clients to spend time researching. In addition, there is also a gaggle of people emailing and calling your prospects urging them to “buy my stuff, it’s the best.” This creates a huge noise to signal ratio.


Translation: there is a lot of junk your clients need to wade through to get the information they need to be more successful. All the unnecessary information turns them off and prevents them from being open to talking to the gaggle of fools calling and emailing.


So, you need to differentiate yourself. Easily said, not as easily executed.


How do you set yourself apart from the crowd? It is crucial to make yourself stand out when you’re attempting to open the door and start a conversation with your potential client.


Persistence is key.

It’s not just important, it is necessary. Yet, many sales professionals don’t make the effort to actually be persistent. As HubSpot found, 44% of salespeople give up after one follow-up. Don’t be part of that 44%.


Your job is to make the sale, right? Every sale is based on the exchange of value for both parties. According to Brevet, only 13% of customers believe a salesperson is able to understand their needs. That’s crazy! Your client will choose you because of the insight and value you create for them, but you must make them understand that. Don’t forget that.


Your entire sales process should revolve around the prospective client and their needs.


If you’re not absolutely certain you can help your prospect, don’t bother calling them. You’re wasting the time of both parties.


But, if you do know your product or service will help your prospective client, it’s crucial to reach out to them in more ways than one. This is where having a cadence process is vital.


The value in a cadence lays in its ability to be a systematic procedure that ensures you’re consistently reaching out to your potential clients.


Having a predetermined and defined set of steps in a cadence will save you time. Attempting multiple points of contact will make sure you have the best possible chance of actually connecting and beginning a relationship.


Two examples of a cadence


1.) Cadence for outbound leads

Sales Cadence Example


Next comes a cool down period. If at this point you haven’t reached your prospect, put them on the back burner. Put them back into your rotation in the future, but for now focus on other potential clients who are actively interested in gaining insight and value from your services.


Remember: You as a salesperson are responsible for your quota. You should be contacting cold prospects despite what marketing gurus and content creators tell you. Make time to be extra prospecting– even if it is one hour a day.


2.) Cadence for a warm or inbound leads

Sales Cadence Example


Always attempt to call warm or inbound leads in less than five minutes. These leads are not like wine– they do not get better with age. Consider this: 30-50% of sales goes to the vendor that responds first. Every minute you’re not connecting with a prospect, they have time to look at other solutions.


These are just examples. You must test different cadences to find what works best for your industry or niche. Testing becomes easier with acceleration tools which save you more time and give you more opportunities to make connections. 


So, the takeaway here is that creating a process which helps you manage and fulfill your attempts in creating opportunities with your potential clients is crucial to closing sales each month.


Don’t let opportunities slip through the cracks when it’s so easily avoidable.


Don’t become that statistic who doesn’t follow up. Don’t throw away money. DO be the stellar value creator that attempts (and, then attempts again) to start a conversation.


More on how to show value and insight during that first conversation coming in the next blog in the Back to Basics series. I will help you perfect your prospecting calls. Follow me for updates and future posts.


Feel free to leave a comment below– I’d love to hear how you build your cadences.


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