What Is the Meaning of a Sales Cadence?<\/strong><\/h2>\n\n\n\nA Sales Cadence is a series of touchpoints designed to drive deeper engagement with your prospect in order to achieve a specific objective – the objective could be anything from scheduling a call to generating a positive response.<\/p>\n\n\n\n
Irrespective of whether your prospects are cold or not, they would typically need multiple nudges\/touches at each stage of the sales process to keep the deal moving forward.<\/p>\n\n\n\n
A good sales cadence provides a systematic framework to ensure that each prospect gets the right nudge\/touch at the right time. One can use different communication channels in a cadence such as emails, phone calls, texts, social media, etc.<\/p>\n\n\n\n
The Framework To Build an Effective Sales Cadence<\/strong><\/h2>\n\n\n\nBelow we outline an 8-step framework to building an effective sales cadence that gets results. We have split the framework broadly into three parts:<\/p>\n\n\n\n
Research <\/h3>\n\n\n\n\n- A well-designed cadence is built on the foundation of understanding your prospects<\/a>. In the first few steps of the process, we guide you through establishing your cadence objective and then go about researching your prospects to understand their needs.<\/li>\n<\/ul>\n\n\n\n
Planning <\/h3>\n\n\n\n\n- The second part of the process deals with constructing your cadence. In this section, we get into the nitty-gritty of building a cadence – such as planning the number of touches, purpose of each touch, etc – along with the best copywriting practices<\/a> to keep in mind while crafting your messages.<\/li>\n<\/ul>\n\n\n\n
Automation <\/h3>\n\n\n\n\n- The last section of this blog deals with automation – why should you consider automating your sales cadences<\/a> and the benefits of doing it.<\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Research Part<\/strong><\/h2>\n\n\n\n1. Define Your Cadence Objective<\/h3>\n\n\n\n
It all begins with this question: what\u2019s the most realistic objective you want to achieve through this cadence?<\/p>\n\n\n\n
Do you want your prospects to schedule a demo with you or do you want to sign them up for a free trial of your product? Should they respond to a survey you\u2019re undertaking or should they get on a qualification call with you?<\/p>\n\n\n\n
Ideally, the purpose of your cadence should be the least intrusive next step that moves your prospects one step closer to the end goal (such as scheduling a demo, for example).<\/p>\n\n\n\n
Unfortunately, most people start off with an overly ambitious goal when building their sales cadence.<\/p>\n\n\n\n
Right off, they want to use the cadence to close a deal. Or schedule a call with a prospect who knows nothing about them.<\/p>\n\n\n\n
The key here is to understand that a cadence alone cannot help you close a deal (unless that\u2019s the next step) – it can only move your prospects towards the next step in the sales process.<\/p>\n\n\n\n
This means that depending on the state of your prospect (cold or warm) and the problem that you solve – you need to pick the right next step to get them interested in your offering.<\/p>\n\n\n\n
Starting with the objective ensures that you stay on point while devising your communication channels, email copy all the way till your call scripts<\/a>, subject lines, calls-to-action (CTAs), etc.<\/p>\n\n\n\n2. Evaluate the Channels and Resources at Your Disposal<\/h3>\n\n\n\n
As a salesperson, trying to reach out to your prospects, there are a plethora of communication channels available to you. From emails\/calls to SMS, LinkedIn (social media) and direct mail, there are multiple ways to get in touch with your prospects.<\/p>\n\n\n\n
Unfortunately, most people default to a combination of emails and calls.<\/p>\n\n\n\n
As much as these channels are great to connect with your prospects, they\u2019re also heavily saturated – making it important to consider other channels. Building a balanced cadence – that gets your prospects to respond – requires an omnichannel approach.<\/p>\n\n\n\n
But how do you evaluate the most suitable channel for your prospects?<\/p>\n\n\n\n
The most appropriate outreach channel for a particular prospect depends upon how valuable is this prospect to you\/your likely ROI.<\/p>\n\n\n\n
The more valuable your prospect – the more budget you have at your disposal, the more time you can spend on each prospect and it is also likely that there will be a lesser number of prospects available for you to deal with.<\/p>\n\n\n\n
For example, while dealing with an enterprise-grade account, you might want to be more personalized in your approach. So, you can try sending a direct mail with personalized swag to win your prospect\u2019s attention first and then follow-up with a series of calls, emails, texts, social touches, etc.<\/p>\n\n\n\n
On the other hand, when you\u2019re dealing with leads of relatively low deal value – such as SMBs, for instance – you have no choice but to reach out to a large number of prospects in a short time frame without a lot of personalization.<\/p>\n\n\n\n
A study conducted on how SMBs would like to be contacted found that about 79% of them chose email over any other communication channel.<\/p>\n\n\n\n
If you\u2019re targeting an SMB account – you know email should occupy a significant place in your cadence. You can then merge it with LinkedIn InMail\/social touches. Generally, for a high-velocity sales model at a low Annual Contract Value<\/a> (ACV), these are the most commonly used channels.<\/p>\n\n\n\n3. Understand Your Prospects<\/h3>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, it\u2019s vital to personalize your communication and craft messages that look like they\u2019re uniquely written for each of your prospects.<\/p>\n\n\n\n
How do you effectively implement compelling personalization? How do you collect useful bits of information about your prospects that help you use the right triggers in your messaging?<\/p>\n\n\n\n
By adequately researching your prospects. <\/strong>Research is vital to understand your prospects – their goals, pain points, recent achievements, etc to develop effective messaging that will resonate with them.<\/p>\n\n\n\nThere are typically two ways in which you can do research.<\/p>\n\n\n\n
First, you can research each of your prospects, collect insightful details about them and go about crafting each email\/message one by one.<\/p>\n\n\n\n
But this method might not be practical while dealing with a large number of prospects.<\/p>\n\n\n\n
When you\u2019re prospecting at scale, the key is to batch your research. This technique will help you scale your outreach.<\/p>\n\n\n\n
In this case, instead of researching your prospects one-by-one, you study them as a batch. This means that you collect the same details\/facts about each of your prospects and capture this data in a tabulated format. Based on this table, you can now choose the points of customization to be used while crafting your emails.<\/p>\n\n\n\n
For example, start off by picking up small groups of 5-10 prospects. Now collect 10-15 pieces of the same information across each of these groups, such as industry, geography, designation, etc. Compile the information gathered in a spreadsheet and build a data table.<\/p>\n\n\n\n
You can now use this table to build a personalized email <\/a>template for an array of prospects in one go, thereby immensely cutting down your time spent on composing emails.<\/p>\n\n\n\n![\"Table](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2023\/08\/sales-cadence-understanding-prospects.png\")
<\/figure>\n\n\n\n4. Articulate Your Value Proposition<\/h3>\n\n\n\n
The next step in building your sales cadence is to identify the fundamental problem that you can solve for the prospects you\u2019re targeting.<\/p>\n\n\n\n
One way to find this is to see which of your existing customers best resemble your prospects – and understand them. They will tell you why your product is a good fit for your prospects.<\/p>\n\n\n\n
Try to decode the problem you\u2019re solving for these customers – what is it about your product that best appeals to them and why do they love you. What\u2019s driving these customers to consistently buy from you?<\/p>\n\n\n\n
You can do this by talking to your customers. Run a survey\/campaign for these customers to understand the impact you\u2019ve created for them and list them down. Quantify your results if possible:<\/p>\n\n\n\n
1. Solved problem x.<\/p>\n\n\n\n
2. Increased revenue by y.<\/p>\n\n\n\n
3. Improved productivity by z.<\/p>\n\n\n\n
4. Achieved outcome x, etc.<\/p>\n\n\n\n
This is your ultimate value proposition<\/a> – the reason your customers buy from you.<\/p>\n\n\n\nDefining your value proposition will help tighten up your messaging and speak your prospects\u2019 language. You now know what will resonate with your audience and make them convert.<\/p>\n\n\n\n
5. Evaluate All the Levers of Influence at Your Disposal<\/h3>\n\n\n\n
The objective of any cadence is to persuade your prospects into moving the deal forward. To influence <\/em>them into taking the desired action.<\/p>\n\n\n\nAs you move forward in building your cadence, think about how you can convince your prospects to do what you want. What tools do you possess to get there?<\/p>\n\n\n\n
Robert B. Cialdini, in his seminal book \u201cInfluence\u201d<\/a>, puts forth six such psychological tactics to help you become a skilled persuader.<\/p>\n\n\n\nThese six techniques – Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity – can be used in your message to persuade your prospects.<\/p>\n\n\n\n
Ask yourself what levers of influence do you have that can create an impact on your prospects and prompt them to take the next step.<\/p>\n\n\n\n
Can you use the Reciprocation technique and provide them with a valuable resource that makes them feel obligated to return the favor?<\/p>\n\n\n\n
Do you have social proof to show that your prospects\u2019 competitors are your happy customers or do you have anything in common with your prospects that is likely to evoke a response from them?<\/p>\n\n\n\n
Figure out what tools can you use to trigger your prospects into moving forward.<\/p>\n\n\n\n
Sales Cadence Framework – The Planning Part<\/strong><\/h2>\n\n\n\n6. Planning Your Cadence<\/h3>\n\n\n\n
The steps from here will help you plan and flesh out an effective sales cadence.<\/p>\n\n\n\n
a) Number of Touches<\/h4>\n\n\n\n
As a first step, pinpoint the number of touches you\u2019d like to have with your prospects.<\/p>\n\n\n\n
List down all the resources you\u2019ve evaluated in the previous steps to outline your sales cadence. Typically this list should include:<\/p>\n\n\n\n
\n- The multiple value propositions you\u2019d like to convey your prospects.<\/li>\n\n\n\n
- All the levers of influence you\u2019d like to use.<\/li>\n<\/ul>\n\n\n\n
Build your cadence such that you best utilize the resources in your hand to generate a response from your prospects. Typically, it takes 8-10 touches to get your prospects to respond.<\/p>\n\n\n\n
Optimize your cadence such that you deliver the value propositions you want to convey, provide a valuable resource, use the urgency technique, etc.<\/p>\n\n\n\n
b) Channel Used for Each Touch<\/h4>\n\n\n\n
The next step is to plan the communication channel you want to use for each of your touchpoints.<\/p>\n\n\n\n
Being thoughtful about the channel used for each touch will simplify the process of generating a response from your prospects.<\/p>\n\n\n\n
For example, you could use a social touch to warm up your prospects (such as connect with them on LinkedIn first) and then refer this familiarity in your subsequent touch of sending an email.<\/p>\n\n\n\n
c) Purpose of Each Touch<\/h4>\n\n\n\n
Every touch you make to connect with your prospects should have a clear purpose. Know what exactly are you trying to achieve by sending that email. Or making that phone call.<\/p>\n\n\n\n
Do you want to establish familiarity with your prospects or should they try your newsletter? Do you want them to understand your value prop or simply check out your product video?<\/p>\n\n\n\n
Make sure your call-to-action is aligned with the purpose of the specific touch\/step.<\/p>\n\n\n\n
For example, if you\u2019re just trying to get acquainted with your prospects by sending a valuable resource, your CTA cannot be scheduling a demo call with you. Rather, just provide the download link and ask for feedback.<\/p>\n\n\n\n
Similarly, if you want your prospects to sign up for your product, try addressing a pain-point they can best relate to and then provide a link to start the free trial of your product.<\/p>\n\n\n\n
d) Space Out Your Touches<\/h4>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, you\u2019d want to draw a line between being persistent and annoying.<\/p>\n\n\n\n
To follow-up<\/a> just enough to stay on top of your prospects\u2019 minds – and not shove them away – you\u2019ll have to thoughtfully space out your touches.<\/p>\n\n\n\nGenerally, one good practice is to make about 8-10 touches in the span of a month.<\/p>\n\n\n\n
Your initial few touches can be relatively frequent and then tone down the frequency.<\/p>\n\n\n\n
For example, try making 2-3 touches in the first two weeks, one of which can be a social touch. You can eventually reduce the number to 1-2 touches per week towards the end of your cadence.<\/p>\n\n\n\n
Here’s a sales cadence example for your reference.<\/p>\n\n\n
\n![\"Sales](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2023\/08\/sales-cadence-sequence-example-with-multiple-touch-points-747x1024.webp\")
<\/figure>\n<\/div>\n\n\n7. Copywriting Best Practices<\/h3>\n\n\n\n
Now that you\u2019ve put effort into research and designing your cadence, it\u2019s time to flesh out your email copy.<\/p>\n\n\n\n
Your email copy is one of the critical tools at your disposal that can get prospects to respond to you.<\/p>\n\n\n\n
A good email will deliver value to your audience in a language that speaks to them and captures enough attention to get them thinking.<\/p>\n\n\n\n
So how do you craft an email that works like magic?<\/p>\n\n\n\n
There are several elements in an email – subject line, introduction, value prop, call-to-action, and signature – and a good email copy uses each of these elements to maximum benefit.<\/p>\n\n\n\n
A lot has been written on copy already – and we don\u2019t want to reiterate that here. Here are a few resources that serve as great primers to help you nail your email copy:<\/p>\n\n\n\n
a) Subject Line:<\/h4>\n\n\n\n
A subject line is the first thing your prospects lay their eyes on in your email. Try making a great first impression for them to open your mail.<\/p>\n\n\n\n
\n- 160 Cold Email Subject Lines That Will Stand Out in Your Prospects\u2019 Inbox<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
b) Email Body (Introduction and Value Prop) :<\/h4>\n\n\n\n
Your email copy sets the stage for a worthwhile relationship. Use it wisely.<\/p>\n\n\n\n
\n- 50 Sales Follow Up Email Templates To Use In Different Sales Situations<\/strong><\/a><\/li>\n\n\n\n
- 5 Cold Email Templates Sumo.com Used to Grow to $5 Million<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
c) Call-To-Action (CTA):<\/h4>\n\n\n\n
A call-to-action, at the end of the mail, guides your prospect into taking the desired action. Make it compelling enough for them to take the next step.<\/p>\n\n\n\n
\n- 10 Techniques to Nail Your Cold Email Call-to-Action (with CTA examples)<\/strong><\/a><\/li>\n\n\n\n
- 3 Cold Email Calls to Action that Get Responses<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
d) Cold Email Signature<\/h4>\n\n\n\n
A thoughtful cold email signature will leave a lasting impression on your prospects – strive to create a good one.<\/p>\n\n\n\n
\n- The Three Components of an Effective Cold Email Signature<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Automation Part<\/strong><\/h2>\n\n\n\n8. Use Sales Engagement Tools<\/h3>\n\n\n\n
One of the biggest barriers to successfully implementing a cadence is the scale of operation.<\/p>\n\n\n\n
For example, let\u2019s assume you want to reach out to about 50 prospects every day. That\u2019s about 1000 prospects a month.<\/p>\n\n\n\n
Now if your sales cadence consists of 10 touches – then it\u2019s about 10k touches per month.<\/p>\n\n\n\n
When you\u2019re dealing with data points at such a scale, it\u2019s practically not possible to track the progress of each prospect in the cadence – which is why you need automation<\/a>.<\/p>\n\n\n\nA Sales Engagement tool like Klenty<\/a> can help automate your sales cadences and scale your outreach efforts.<\/p>\n\n\n\nKlenty allows you to set up an automated cadence of emails and calls to better engage your prospects and nudge them into moving the deal forward.<\/p>\n\n\n
Below we outline an 8-step framework to building an effective sales cadence that gets results. We have split the framework broadly into three parts:<\/p>\n\n\n\n
Research <\/h3>\n\n\n\n\n- A well-designed cadence is built on the foundation of understanding your prospects<\/a>. In the first few steps of the process, we guide you through establishing your cadence objective and then go about researching your prospects to understand their needs.<\/li>\n<\/ul>\n\n\n\n
Planning <\/h3>\n\n\n\n\n- The second part of the process deals with constructing your cadence. In this section, we get into the nitty-gritty of building a cadence – such as planning the number of touches, purpose of each touch, etc – along with the best copywriting practices<\/a> to keep in mind while crafting your messages.<\/li>\n<\/ul>\n\n\n\n
Automation <\/h3>\n\n\n\n\n- The last section of this blog deals with automation – why should you consider automating your sales cadences<\/a> and the benefits of doing it.<\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Research Part<\/strong><\/h2>\n\n\n\n1. Define Your Cadence Objective<\/h3>\n\n\n\n
It all begins with this question: what\u2019s the most realistic objective you want to achieve through this cadence?<\/p>\n\n\n\n
Do you want your prospects to schedule a demo with you or do you want to sign them up for a free trial of your product? Should they respond to a survey you\u2019re undertaking or should they get on a qualification call with you?<\/p>\n\n\n\n
Ideally, the purpose of your cadence should be the least intrusive next step that moves your prospects one step closer to the end goal (such as scheduling a demo, for example).<\/p>\n\n\n\n
Unfortunately, most people start off with an overly ambitious goal when building their sales cadence.<\/p>\n\n\n\n
Right off, they want to use the cadence to close a deal. Or schedule a call with a prospect who knows nothing about them.<\/p>\n\n\n\n
The key here is to understand that a cadence alone cannot help you close a deal (unless that\u2019s the next step) – it can only move your prospects towards the next step in the sales process.<\/p>\n\n\n\n
This means that depending on the state of your prospect (cold or warm) and the problem that you solve – you need to pick the right next step to get them interested in your offering.<\/p>\n\n\n\n
Starting with the objective ensures that you stay on point while devising your communication channels, email copy all the way till your call scripts<\/a>, subject lines, calls-to-action (CTAs), etc.<\/p>\n\n\n\n2. Evaluate the Channels and Resources at Your Disposal<\/h3>\n\n\n\n
As a salesperson, trying to reach out to your prospects, there are a plethora of communication channels available to you. From emails\/calls to SMS, LinkedIn (social media) and direct mail, there are multiple ways to get in touch with your prospects.<\/p>\n\n\n\n
Unfortunately, most people default to a combination of emails and calls.<\/p>\n\n\n\n
As much as these channels are great to connect with your prospects, they\u2019re also heavily saturated – making it important to consider other channels. Building a balanced cadence – that gets your prospects to respond – requires an omnichannel approach.<\/p>\n\n\n\n
But how do you evaluate the most suitable channel for your prospects?<\/p>\n\n\n\n
The most appropriate outreach channel for a particular prospect depends upon how valuable is this prospect to you\/your likely ROI.<\/p>\n\n\n\n
The more valuable your prospect – the more budget you have at your disposal, the more time you can spend on each prospect and it is also likely that there will be a lesser number of prospects available for you to deal with.<\/p>\n\n\n\n
For example, while dealing with an enterprise-grade account, you might want to be more personalized in your approach. So, you can try sending a direct mail with personalized swag to win your prospect\u2019s attention first and then follow-up with a series of calls, emails, texts, social touches, etc.<\/p>\n\n\n\n
On the other hand, when you\u2019re dealing with leads of relatively low deal value – such as SMBs, for instance – you have no choice but to reach out to a large number of prospects in a short time frame without a lot of personalization.<\/p>\n\n\n\n
A study conducted on how SMBs would like to be contacted found that about 79% of them chose email over any other communication channel.<\/p>\n\n\n\n
If you\u2019re targeting an SMB account – you know email should occupy a significant place in your cadence. You can then merge it with LinkedIn InMail\/social touches. Generally, for a high-velocity sales model at a low Annual Contract Value<\/a> (ACV), these are the most commonly used channels.<\/p>\n\n\n\n3. Understand Your Prospects<\/h3>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, it\u2019s vital to personalize your communication and craft messages that look like they\u2019re uniquely written for each of your prospects.<\/p>\n\n\n\n
How do you effectively implement compelling personalization? How do you collect useful bits of information about your prospects that help you use the right triggers in your messaging?<\/p>\n\n\n\n
By adequately researching your prospects. <\/strong>Research is vital to understand your prospects – their goals, pain points, recent achievements, etc to develop effective messaging that will resonate with them.<\/p>\n\n\n\nThere are typically two ways in which you can do research.<\/p>\n\n\n\n
First, you can research each of your prospects, collect insightful details about them and go about crafting each email\/message one by one.<\/p>\n\n\n\n
But this method might not be practical while dealing with a large number of prospects.<\/p>\n\n\n\n
When you\u2019re prospecting at scale, the key is to batch your research. This technique will help you scale your outreach.<\/p>\n\n\n\n
In this case, instead of researching your prospects one-by-one, you study them as a batch. This means that you collect the same details\/facts about each of your prospects and capture this data in a tabulated format. Based on this table, you can now choose the points of customization to be used while crafting your emails.<\/p>\n\n\n\n
For example, start off by picking up small groups of 5-10 prospects. Now collect 10-15 pieces of the same information across each of these groups, such as industry, geography, designation, etc. Compile the information gathered in a spreadsheet and build a data table.<\/p>\n\n\n\n
You can now use this table to build a personalized email <\/a>template for an array of prospects in one go, thereby immensely cutting down your time spent on composing emails.<\/p>\n\n\n\n<\/figure>\n\n\n\n4. Articulate Your Value Proposition<\/h3>\n\n\n\n
The next step in building your sales cadence is to identify the fundamental problem that you can solve for the prospects you\u2019re targeting.<\/p>\n\n\n\n
One way to find this is to see which of your existing customers best resemble your prospects – and understand them. They will tell you why your product is a good fit for your prospects.<\/p>\n\n\n\n
Try to decode the problem you\u2019re solving for these customers – what is it about your product that best appeals to them and why do they love you. What\u2019s driving these customers to consistently buy from you?<\/p>\n\n\n\n
You can do this by talking to your customers. Run a survey\/campaign for these customers to understand the impact you\u2019ve created for them and list them down. Quantify your results if possible:<\/p>\n\n\n\n
1. Solved problem x.<\/p>\n\n\n\n
2. Increased revenue by y.<\/p>\n\n\n\n
3. Improved productivity by z.<\/p>\n\n\n\n
4. Achieved outcome x, etc.<\/p>\n\n\n\n
This is your ultimate value proposition<\/a> – the reason your customers buy from you.<\/p>\n\n\n\nDefining your value proposition will help tighten up your messaging and speak your prospects\u2019 language. You now know what will resonate with your audience and make them convert.<\/p>\n\n\n\n
5. Evaluate All the Levers of Influence at Your Disposal<\/h3>\n\n\n\n
The objective of any cadence is to persuade your prospects into moving the deal forward. To influence <\/em>them into taking the desired action.<\/p>\n\n\n\nAs you move forward in building your cadence, think about how you can convince your prospects to do what you want. What tools do you possess to get there?<\/p>\n\n\n\n
Robert B. Cialdini, in his seminal book \u201cInfluence\u201d<\/a>, puts forth six such psychological tactics to help you become a skilled persuader.<\/p>\n\n\n\nThese six techniques – Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity – can be used in your message to persuade your prospects.<\/p>\n\n\n\n
Ask yourself what levers of influence do you have that can create an impact on your prospects and prompt them to take the next step.<\/p>\n\n\n\n
Can you use the Reciprocation technique and provide them with a valuable resource that makes them feel obligated to return the favor?<\/p>\n\n\n\n
Do you have social proof to show that your prospects\u2019 competitors are your happy customers or do you have anything in common with your prospects that is likely to evoke a response from them?<\/p>\n\n\n\n
Figure out what tools can you use to trigger your prospects into moving forward.<\/p>\n\n\n\n
Sales Cadence Framework – The Planning Part<\/strong><\/h2>\n\n\n\n6. Planning Your Cadence<\/h3>\n\n\n\n
The steps from here will help you plan and flesh out an effective sales cadence.<\/p>\n\n\n\n
a) Number of Touches<\/h4>\n\n\n\n
As a first step, pinpoint the number of touches you\u2019d like to have with your prospects.<\/p>\n\n\n\n
List down all the resources you\u2019ve evaluated in the previous steps to outline your sales cadence. Typically this list should include:<\/p>\n\n\n\n
\n- The multiple value propositions you\u2019d like to convey your prospects.<\/li>\n\n\n\n
- All the levers of influence you\u2019d like to use.<\/li>\n<\/ul>\n\n\n\n
Build your cadence such that you best utilize the resources in your hand to generate a response from your prospects. Typically, it takes 8-10 touches to get your prospects to respond.<\/p>\n\n\n\n
Optimize your cadence such that you deliver the value propositions you want to convey, provide a valuable resource, use the urgency technique, etc.<\/p>\n\n\n\n
b) Channel Used for Each Touch<\/h4>\n\n\n\n
The next step is to plan the communication channel you want to use for each of your touchpoints.<\/p>\n\n\n\n
Being thoughtful about the channel used for each touch will simplify the process of generating a response from your prospects.<\/p>\n\n\n\n
For example, you could use a social touch to warm up your prospects (such as connect with them on LinkedIn first) and then refer this familiarity in your subsequent touch of sending an email.<\/p>\n\n\n\n
c) Purpose of Each Touch<\/h4>\n\n\n\n
Every touch you make to connect with your prospects should have a clear purpose. Know what exactly are you trying to achieve by sending that email. Or making that phone call.<\/p>\n\n\n\n
Do you want to establish familiarity with your prospects or should they try your newsletter? Do you want them to understand your value prop or simply check out your product video?<\/p>\n\n\n\n
Make sure your call-to-action is aligned with the purpose of the specific touch\/step.<\/p>\n\n\n\n
For example, if you\u2019re just trying to get acquainted with your prospects by sending a valuable resource, your CTA cannot be scheduling a demo call with you. Rather, just provide the download link and ask for feedback.<\/p>\n\n\n\n
Similarly, if you want your prospects to sign up for your product, try addressing a pain-point they can best relate to and then provide a link to start the free trial of your product.<\/p>\n\n\n\n
d) Space Out Your Touches<\/h4>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, you\u2019d want to draw a line between being persistent and annoying.<\/p>\n\n\n\n
To follow-up<\/a> just enough to stay on top of your prospects\u2019 minds – and not shove them away – you\u2019ll have to thoughtfully space out your touches.<\/p>\n\n\n\nGenerally, one good practice is to make about 8-10 touches in the span of a month.<\/p>\n\n\n\n
Your initial few touches can be relatively frequent and then tone down the frequency.<\/p>\n\n\n\n
For example, try making 2-3 touches in the first two weeks, one of which can be a social touch. You can eventually reduce the number to 1-2 touches per week towards the end of your cadence.<\/p>\n\n\n\n
Here’s a sales cadence example for your reference.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n7. Copywriting Best Practices<\/h3>\n\n\n\n
Now that you\u2019ve put effort into research and designing your cadence, it\u2019s time to flesh out your email copy.<\/p>\n\n\n\n
Your email copy is one of the critical tools at your disposal that can get prospects to respond to you.<\/p>\n\n\n\n
A good email will deliver value to your audience in a language that speaks to them and captures enough attention to get them thinking.<\/p>\n\n\n\n
So how do you craft an email that works like magic?<\/p>\n\n\n\n
There are several elements in an email – subject line, introduction, value prop, call-to-action, and signature – and a good email copy uses each of these elements to maximum benefit.<\/p>\n\n\n\n
A lot has been written on copy already – and we don\u2019t want to reiterate that here. Here are a few resources that serve as great primers to help you nail your email copy:<\/p>\n\n\n\n
a) Subject Line:<\/h4>\n\n\n\n
A subject line is the first thing your prospects lay their eyes on in your email. Try making a great first impression for them to open your mail.<\/p>\n\n\n\n
\n- 160 Cold Email Subject Lines That Will Stand Out in Your Prospects\u2019 Inbox<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
b) Email Body (Introduction and Value Prop) :<\/h4>\n\n\n\n
Your email copy sets the stage for a worthwhile relationship. Use it wisely.<\/p>\n\n\n\n
\n- 50 Sales Follow Up Email Templates To Use In Different Sales Situations<\/strong><\/a><\/li>\n\n\n\n
- 5 Cold Email Templates Sumo.com Used to Grow to $5 Million<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
c) Call-To-Action (CTA):<\/h4>\n\n\n\n
A call-to-action, at the end of the mail, guides your prospect into taking the desired action. Make it compelling enough for them to take the next step.<\/p>\n\n\n\n
\n- 10 Techniques to Nail Your Cold Email Call-to-Action (with CTA examples)<\/strong><\/a><\/li>\n\n\n\n
- 3 Cold Email Calls to Action that Get Responses<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
d) Cold Email Signature<\/h4>\n\n\n\n
A thoughtful cold email signature will leave a lasting impression on your prospects – strive to create a good one.<\/p>\n\n\n\n
\n- The Three Components of an Effective Cold Email Signature<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Automation Part<\/strong><\/h2>\n\n\n\n8. Use Sales Engagement Tools<\/h3>\n\n\n\n
One of the biggest barriers to successfully implementing a cadence is the scale of operation.<\/p>\n\n\n\n
For example, let\u2019s assume you want to reach out to about 50 prospects every day. That\u2019s about 1000 prospects a month.<\/p>\n\n\n\n
Now if your sales cadence consists of 10 touches – then it\u2019s about 10k touches per month.<\/p>\n\n\n\n
When you\u2019re dealing with data points at such a scale, it\u2019s practically not possible to track the progress of each prospect in the cadence – which is why you need automation<\/a>.<\/p>\n\n\n\nA Sales Engagement tool like Klenty<\/a> can help automate your sales cadences and scale your outreach efforts.<\/p>\n\n\n\nKlenty allows you to set up an automated cadence of emails and calls to better engage your prospects and nudge them into moving the deal forward.<\/p>\n\n\n
Planning <\/h3>\n\n\n\n\n- The second part of the process deals with constructing your cadence. In this section, we get into the nitty-gritty of building a cadence – such as planning the number of touches, purpose of each touch, etc – along with the best copywriting practices<\/a> to keep in mind while crafting your messages.<\/li>\n<\/ul>\n\n\n\n
Automation <\/h3>\n\n\n\n\n- The last section of this blog deals with automation – why should you consider automating your sales cadences<\/a> and the benefits of doing it.<\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Research Part<\/strong><\/h2>\n\n\n\n1. Define Your Cadence Objective<\/h3>\n\n\n\n
It all begins with this question: what\u2019s the most realistic objective you want to achieve through this cadence?<\/p>\n\n\n\n
Do you want your prospects to schedule a demo with you or do you want to sign them up for a free trial of your product? Should they respond to a survey you\u2019re undertaking or should they get on a qualification call with you?<\/p>\n\n\n\n
Ideally, the purpose of your cadence should be the least intrusive next step that moves your prospects one step closer to the end goal (such as scheduling a demo, for example).<\/p>\n\n\n\n
Unfortunately, most people start off with an overly ambitious goal when building their sales cadence.<\/p>\n\n\n\n
Right off, they want to use the cadence to close a deal. Or schedule a call with a prospect who knows nothing about them.<\/p>\n\n\n\n
The key here is to understand that a cadence alone cannot help you close a deal (unless that\u2019s the next step) – it can only move your prospects towards the next step in the sales process.<\/p>\n\n\n\n
This means that depending on the state of your prospect (cold or warm) and the problem that you solve – you need to pick the right next step to get them interested in your offering.<\/p>\n\n\n\n
Starting with the objective ensures that you stay on point while devising your communication channels, email copy all the way till your call scripts<\/a>, subject lines, calls-to-action (CTAs), etc.<\/p>\n\n\n\n2. Evaluate the Channels and Resources at Your Disposal<\/h3>\n\n\n\n
As a salesperson, trying to reach out to your prospects, there are a plethora of communication channels available to you. From emails\/calls to SMS, LinkedIn (social media) and direct mail, there are multiple ways to get in touch with your prospects.<\/p>\n\n\n\n
Unfortunately, most people default to a combination of emails and calls.<\/p>\n\n\n\n
As much as these channels are great to connect with your prospects, they\u2019re also heavily saturated – making it important to consider other channels. Building a balanced cadence – that gets your prospects to respond – requires an omnichannel approach.<\/p>\n\n\n\n
But how do you evaluate the most suitable channel for your prospects?<\/p>\n\n\n\n
The most appropriate outreach channel for a particular prospect depends upon how valuable is this prospect to you\/your likely ROI.<\/p>\n\n\n\n
The more valuable your prospect – the more budget you have at your disposal, the more time you can spend on each prospect and it is also likely that there will be a lesser number of prospects available for you to deal with.<\/p>\n\n\n\n
For example, while dealing with an enterprise-grade account, you might want to be more personalized in your approach. So, you can try sending a direct mail with personalized swag to win your prospect\u2019s attention first and then follow-up with a series of calls, emails, texts, social touches, etc.<\/p>\n\n\n\n
On the other hand, when you\u2019re dealing with leads of relatively low deal value – such as SMBs, for instance – you have no choice but to reach out to a large number of prospects in a short time frame without a lot of personalization.<\/p>\n\n\n\n
A study conducted on how SMBs would like to be contacted found that about 79% of them chose email over any other communication channel.<\/p>\n\n\n\n
If you\u2019re targeting an SMB account – you know email should occupy a significant place in your cadence. You can then merge it with LinkedIn InMail\/social touches. Generally, for a high-velocity sales model at a low Annual Contract Value<\/a> (ACV), these are the most commonly used channels.<\/p>\n\n\n\n3. Understand Your Prospects<\/h3>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, it\u2019s vital to personalize your communication and craft messages that look like they\u2019re uniquely written for each of your prospects.<\/p>\n\n\n\n
How do you effectively implement compelling personalization? How do you collect useful bits of information about your prospects that help you use the right triggers in your messaging?<\/p>\n\n\n\n
By adequately researching your prospects. <\/strong>Research is vital to understand your prospects – their goals, pain points, recent achievements, etc to develop effective messaging that will resonate with them.<\/p>\n\n\n\nThere are typically two ways in which you can do research.<\/p>\n\n\n\n
First, you can research each of your prospects, collect insightful details about them and go about crafting each email\/message one by one.<\/p>\n\n\n\n
But this method might not be practical while dealing with a large number of prospects.<\/p>\n\n\n\n
When you\u2019re prospecting at scale, the key is to batch your research. This technique will help you scale your outreach.<\/p>\n\n\n\n
In this case, instead of researching your prospects one-by-one, you study them as a batch. This means that you collect the same details\/facts about each of your prospects and capture this data in a tabulated format. Based on this table, you can now choose the points of customization to be used while crafting your emails.<\/p>\n\n\n\n
For example, start off by picking up small groups of 5-10 prospects. Now collect 10-15 pieces of the same information across each of these groups, such as industry, geography, designation, etc. Compile the information gathered in a spreadsheet and build a data table.<\/p>\n\n\n\n
You can now use this table to build a personalized email <\/a>template for an array of prospects in one go, thereby immensely cutting down your time spent on composing emails.<\/p>\n\n\n\n<\/figure>\n\n\n\n4. Articulate Your Value Proposition<\/h3>\n\n\n\n
The next step in building your sales cadence is to identify the fundamental problem that you can solve for the prospects you\u2019re targeting.<\/p>\n\n\n\n
One way to find this is to see which of your existing customers best resemble your prospects – and understand them. They will tell you why your product is a good fit for your prospects.<\/p>\n\n\n\n
Try to decode the problem you\u2019re solving for these customers – what is it about your product that best appeals to them and why do they love you. What\u2019s driving these customers to consistently buy from you?<\/p>\n\n\n\n
You can do this by talking to your customers. Run a survey\/campaign for these customers to understand the impact you\u2019ve created for them and list them down. Quantify your results if possible:<\/p>\n\n\n\n
1. Solved problem x.<\/p>\n\n\n\n
2. Increased revenue by y.<\/p>\n\n\n\n
3. Improved productivity by z.<\/p>\n\n\n\n
4. Achieved outcome x, etc.<\/p>\n\n\n\n
This is your ultimate value proposition<\/a> – the reason your customers buy from you.<\/p>\n\n\n\nDefining your value proposition will help tighten up your messaging and speak your prospects\u2019 language. You now know what will resonate with your audience and make them convert.<\/p>\n\n\n\n
5. Evaluate All the Levers of Influence at Your Disposal<\/h3>\n\n\n\n
The objective of any cadence is to persuade your prospects into moving the deal forward. To influence <\/em>them into taking the desired action.<\/p>\n\n\n\nAs you move forward in building your cadence, think about how you can convince your prospects to do what you want. What tools do you possess to get there?<\/p>\n\n\n\n
Robert B. Cialdini, in his seminal book \u201cInfluence\u201d<\/a>, puts forth six such psychological tactics to help you become a skilled persuader.<\/p>\n\n\n\nThese six techniques – Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity – can be used in your message to persuade your prospects.<\/p>\n\n\n\n
Ask yourself what levers of influence do you have that can create an impact on your prospects and prompt them to take the next step.<\/p>\n\n\n\n
Can you use the Reciprocation technique and provide them with a valuable resource that makes them feel obligated to return the favor?<\/p>\n\n\n\n
Do you have social proof to show that your prospects\u2019 competitors are your happy customers or do you have anything in common with your prospects that is likely to evoke a response from them?<\/p>\n\n\n\n
Figure out what tools can you use to trigger your prospects into moving forward.<\/p>\n\n\n\n
Sales Cadence Framework – The Planning Part<\/strong><\/h2>\n\n\n\n6. Planning Your Cadence<\/h3>\n\n\n\n
The steps from here will help you plan and flesh out an effective sales cadence.<\/p>\n\n\n\n
a) Number of Touches<\/h4>\n\n\n\n
As a first step, pinpoint the number of touches you\u2019d like to have with your prospects.<\/p>\n\n\n\n
List down all the resources you\u2019ve evaluated in the previous steps to outline your sales cadence. Typically this list should include:<\/p>\n\n\n\n
\n- The multiple value propositions you\u2019d like to convey your prospects.<\/li>\n\n\n\n
- All the levers of influence you\u2019d like to use.<\/li>\n<\/ul>\n\n\n\n
Build your cadence such that you best utilize the resources in your hand to generate a response from your prospects. Typically, it takes 8-10 touches to get your prospects to respond.<\/p>\n\n\n\n
Optimize your cadence such that you deliver the value propositions you want to convey, provide a valuable resource, use the urgency technique, etc.<\/p>\n\n\n\n
b) Channel Used for Each Touch<\/h4>\n\n\n\n
The next step is to plan the communication channel you want to use for each of your touchpoints.<\/p>\n\n\n\n
Being thoughtful about the channel used for each touch will simplify the process of generating a response from your prospects.<\/p>\n\n\n\n
For example, you could use a social touch to warm up your prospects (such as connect with them on LinkedIn first) and then refer this familiarity in your subsequent touch of sending an email.<\/p>\n\n\n\n
c) Purpose of Each Touch<\/h4>\n\n\n\n
Every touch you make to connect with your prospects should have a clear purpose. Know what exactly are you trying to achieve by sending that email. Or making that phone call.<\/p>\n\n\n\n
Do you want to establish familiarity with your prospects or should they try your newsletter? Do you want them to understand your value prop or simply check out your product video?<\/p>\n\n\n\n
Make sure your call-to-action is aligned with the purpose of the specific touch\/step.<\/p>\n\n\n\n
For example, if you\u2019re just trying to get acquainted with your prospects by sending a valuable resource, your CTA cannot be scheduling a demo call with you. Rather, just provide the download link and ask for feedback.<\/p>\n\n\n\n
Similarly, if you want your prospects to sign up for your product, try addressing a pain-point they can best relate to and then provide a link to start the free trial of your product.<\/p>\n\n\n\n
d) Space Out Your Touches<\/h4>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, you\u2019d want to draw a line between being persistent and annoying.<\/p>\n\n\n\n
To follow-up<\/a> just enough to stay on top of your prospects\u2019 minds – and not shove them away – you\u2019ll have to thoughtfully space out your touches.<\/p>\n\n\n\nGenerally, one good practice is to make about 8-10 touches in the span of a month.<\/p>\n\n\n\n
Your initial few touches can be relatively frequent and then tone down the frequency.<\/p>\n\n\n\n
For example, try making 2-3 touches in the first two weeks, one of which can be a social touch. You can eventually reduce the number to 1-2 touches per week towards the end of your cadence.<\/p>\n\n\n\n
Here’s a sales cadence example for your reference.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n7. Copywriting Best Practices<\/h3>\n\n\n\n
Now that you\u2019ve put effort into research and designing your cadence, it\u2019s time to flesh out your email copy.<\/p>\n\n\n\n
Your email copy is one of the critical tools at your disposal that can get prospects to respond to you.<\/p>\n\n\n\n
A good email will deliver value to your audience in a language that speaks to them and captures enough attention to get them thinking.<\/p>\n\n\n\n
So how do you craft an email that works like magic?<\/p>\n\n\n\n
There are several elements in an email – subject line, introduction, value prop, call-to-action, and signature – and a good email copy uses each of these elements to maximum benefit.<\/p>\n\n\n\n
A lot has been written on copy already – and we don\u2019t want to reiterate that here. Here are a few resources that serve as great primers to help you nail your email copy:<\/p>\n\n\n\n
a) Subject Line:<\/h4>\n\n\n\n
A subject line is the first thing your prospects lay their eyes on in your email. Try making a great first impression for them to open your mail.<\/p>\n\n\n\n
\n- 160 Cold Email Subject Lines That Will Stand Out in Your Prospects\u2019 Inbox<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
b) Email Body (Introduction and Value Prop) :<\/h4>\n\n\n\n
Your email copy sets the stage for a worthwhile relationship. Use it wisely.<\/p>\n\n\n\n
\n- 50 Sales Follow Up Email Templates To Use In Different Sales Situations<\/strong><\/a><\/li>\n\n\n\n
- 5 Cold Email Templates Sumo.com Used to Grow to $5 Million<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
c) Call-To-Action (CTA):<\/h4>\n\n\n\n
A call-to-action, at the end of the mail, guides your prospect into taking the desired action. Make it compelling enough for them to take the next step.<\/p>\n\n\n\n
\n- 10 Techniques to Nail Your Cold Email Call-to-Action (with CTA examples)<\/strong><\/a><\/li>\n\n\n\n
- 3 Cold Email Calls to Action that Get Responses<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
d) Cold Email Signature<\/h4>\n\n\n\n
A thoughtful cold email signature will leave a lasting impression on your prospects – strive to create a good one.<\/p>\n\n\n\n
\n- The Three Components of an Effective Cold Email Signature<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Automation Part<\/strong><\/h2>\n\n\n\n8. Use Sales Engagement Tools<\/h3>\n\n\n\n
One of the biggest barriers to successfully implementing a cadence is the scale of operation.<\/p>\n\n\n\n
For example, let\u2019s assume you want to reach out to about 50 prospects every day. That\u2019s about 1000 prospects a month.<\/p>\n\n\n\n
Now if your sales cadence consists of 10 touches – then it\u2019s about 10k touches per month.<\/p>\n\n\n\n
When you\u2019re dealing with data points at such a scale, it\u2019s practically not possible to track the progress of each prospect in the cadence – which is why you need automation<\/a>.<\/p>\n\n\n\nA Sales Engagement tool like Klenty<\/a> can help automate your sales cadences and scale your outreach efforts.<\/p>\n\n\n\nKlenty allows you to set up an automated cadence of emails and calls to better engage your prospects and nudge them into moving the deal forward.<\/p>\n\n\n
Automation <\/h3>\n\n\n\n\n- The last section of this blog deals with automation – why should you consider automating your sales cadences<\/a> and the benefits of doing it.<\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Research Part<\/strong><\/h2>\n\n\n\n1. Define Your Cadence Objective<\/h3>\n\n\n\n
It all begins with this question: what\u2019s the most realistic objective you want to achieve through this cadence?<\/p>\n\n\n\n
Do you want your prospects to schedule a demo with you or do you want to sign them up for a free trial of your product? Should they respond to a survey you\u2019re undertaking or should they get on a qualification call with you?<\/p>\n\n\n\n
Ideally, the purpose of your cadence should be the least intrusive next step that moves your prospects one step closer to the end goal (such as scheduling a demo, for example).<\/p>\n\n\n\n
Unfortunately, most people start off with an overly ambitious goal when building their sales cadence.<\/p>\n\n\n\n
Right off, they want to use the cadence to close a deal. Or schedule a call with a prospect who knows nothing about them.<\/p>\n\n\n\n
The key here is to understand that a cadence alone cannot help you close a deal (unless that\u2019s the next step) – it can only move your prospects towards the next step in the sales process.<\/p>\n\n\n\n
This means that depending on the state of your prospect (cold or warm) and the problem that you solve – you need to pick the right next step to get them interested in your offering.<\/p>\n\n\n\n
Starting with the objective ensures that you stay on point while devising your communication channels, email copy all the way till your call scripts<\/a>, subject lines, calls-to-action (CTAs), etc.<\/p>\n\n\n\n2. Evaluate the Channels and Resources at Your Disposal<\/h3>\n\n\n\n
As a salesperson, trying to reach out to your prospects, there are a plethora of communication channels available to you. From emails\/calls to SMS, LinkedIn (social media) and direct mail, there are multiple ways to get in touch with your prospects.<\/p>\n\n\n\n
Unfortunately, most people default to a combination of emails and calls.<\/p>\n\n\n\n
As much as these channels are great to connect with your prospects, they\u2019re also heavily saturated – making it important to consider other channels. Building a balanced cadence – that gets your prospects to respond – requires an omnichannel approach.<\/p>\n\n\n\n
But how do you evaluate the most suitable channel for your prospects?<\/p>\n\n\n\n
The most appropriate outreach channel for a particular prospect depends upon how valuable is this prospect to you\/your likely ROI.<\/p>\n\n\n\n
The more valuable your prospect – the more budget you have at your disposal, the more time you can spend on each prospect and it is also likely that there will be a lesser number of prospects available for you to deal with.<\/p>\n\n\n\n
For example, while dealing with an enterprise-grade account, you might want to be more personalized in your approach. So, you can try sending a direct mail with personalized swag to win your prospect\u2019s attention first and then follow-up with a series of calls, emails, texts, social touches, etc.<\/p>\n\n\n\n
On the other hand, when you\u2019re dealing with leads of relatively low deal value – such as SMBs, for instance – you have no choice but to reach out to a large number of prospects in a short time frame without a lot of personalization.<\/p>\n\n\n\n
A study conducted on how SMBs would like to be contacted found that about 79% of them chose email over any other communication channel.<\/p>\n\n\n\n
If you\u2019re targeting an SMB account – you know email should occupy a significant place in your cadence. You can then merge it with LinkedIn InMail\/social touches. Generally, for a high-velocity sales model at a low Annual Contract Value<\/a> (ACV), these are the most commonly used channels.<\/p>\n\n\n\n3. Understand Your Prospects<\/h3>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, it\u2019s vital to personalize your communication and craft messages that look like they\u2019re uniquely written for each of your prospects.<\/p>\n\n\n\n
How do you effectively implement compelling personalization? How do you collect useful bits of information about your prospects that help you use the right triggers in your messaging?<\/p>\n\n\n\n
By adequately researching your prospects. <\/strong>Research is vital to understand your prospects – their goals, pain points, recent achievements, etc to develop effective messaging that will resonate with them.<\/p>\n\n\n\nThere are typically two ways in which you can do research.<\/p>\n\n\n\n
First, you can research each of your prospects, collect insightful details about them and go about crafting each email\/message one by one.<\/p>\n\n\n\n
But this method might not be practical while dealing with a large number of prospects.<\/p>\n\n\n\n
When you\u2019re prospecting at scale, the key is to batch your research. This technique will help you scale your outreach.<\/p>\n\n\n\n
In this case, instead of researching your prospects one-by-one, you study them as a batch. This means that you collect the same details\/facts about each of your prospects and capture this data in a tabulated format. Based on this table, you can now choose the points of customization to be used while crafting your emails.<\/p>\n\n\n\n
For example, start off by picking up small groups of 5-10 prospects. Now collect 10-15 pieces of the same information across each of these groups, such as industry, geography, designation, etc. Compile the information gathered in a spreadsheet and build a data table.<\/p>\n\n\n\n
You can now use this table to build a personalized email <\/a>template for an array of prospects in one go, thereby immensely cutting down your time spent on composing emails.<\/p>\n\n\n\n<\/figure>\n\n\n\n4. Articulate Your Value Proposition<\/h3>\n\n\n\n
The next step in building your sales cadence is to identify the fundamental problem that you can solve for the prospects you\u2019re targeting.<\/p>\n\n\n\n
One way to find this is to see which of your existing customers best resemble your prospects – and understand them. They will tell you why your product is a good fit for your prospects.<\/p>\n\n\n\n
Try to decode the problem you\u2019re solving for these customers – what is it about your product that best appeals to them and why do they love you. What\u2019s driving these customers to consistently buy from you?<\/p>\n\n\n\n
You can do this by talking to your customers. Run a survey\/campaign for these customers to understand the impact you\u2019ve created for them and list them down. Quantify your results if possible:<\/p>\n\n\n\n
1. Solved problem x.<\/p>\n\n\n\n
2. Increased revenue by y.<\/p>\n\n\n\n
3. Improved productivity by z.<\/p>\n\n\n\n
4. Achieved outcome x, etc.<\/p>\n\n\n\n
This is your ultimate value proposition<\/a> – the reason your customers buy from you.<\/p>\n\n\n\nDefining your value proposition will help tighten up your messaging and speak your prospects\u2019 language. You now know what will resonate with your audience and make them convert.<\/p>\n\n\n\n
5. Evaluate All the Levers of Influence at Your Disposal<\/h3>\n\n\n\n
The objective of any cadence is to persuade your prospects into moving the deal forward. To influence <\/em>them into taking the desired action.<\/p>\n\n\n\nAs you move forward in building your cadence, think about how you can convince your prospects to do what you want. What tools do you possess to get there?<\/p>\n\n\n\n
Robert B. Cialdini, in his seminal book \u201cInfluence\u201d<\/a>, puts forth six such psychological tactics to help you become a skilled persuader.<\/p>\n\n\n\nThese six techniques – Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity – can be used in your message to persuade your prospects.<\/p>\n\n\n\n
Ask yourself what levers of influence do you have that can create an impact on your prospects and prompt them to take the next step.<\/p>\n\n\n\n
Can you use the Reciprocation technique and provide them with a valuable resource that makes them feel obligated to return the favor?<\/p>\n\n\n\n
Do you have social proof to show that your prospects\u2019 competitors are your happy customers or do you have anything in common with your prospects that is likely to evoke a response from them?<\/p>\n\n\n\n
Figure out what tools can you use to trigger your prospects into moving forward.<\/p>\n\n\n\n
Sales Cadence Framework – The Planning Part<\/strong><\/h2>\n\n\n\n6. Planning Your Cadence<\/h3>\n\n\n\n
The steps from here will help you plan and flesh out an effective sales cadence.<\/p>\n\n\n\n
a) Number of Touches<\/h4>\n\n\n\n
As a first step, pinpoint the number of touches you\u2019d like to have with your prospects.<\/p>\n\n\n\n
List down all the resources you\u2019ve evaluated in the previous steps to outline your sales cadence. Typically this list should include:<\/p>\n\n\n\n
\n- The multiple value propositions you\u2019d like to convey your prospects.<\/li>\n\n\n\n
- All the levers of influence you\u2019d like to use.<\/li>\n<\/ul>\n\n\n\n
Build your cadence such that you best utilize the resources in your hand to generate a response from your prospects. Typically, it takes 8-10 touches to get your prospects to respond.<\/p>\n\n\n\n
Optimize your cadence such that you deliver the value propositions you want to convey, provide a valuable resource, use the urgency technique, etc.<\/p>\n\n\n\n
b) Channel Used for Each Touch<\/h4>\n\n\n\n
The next step is to plan the communication channel you want to use for each of your touchpoints.<\/p>\n\n\n\n
Being thoughtful about the channel used for each touch will simplify the process of generating a response from your prospects.<\/p>\n\n\n\n
For example, you could use a social touch to warm up your prospects (such as connect with them on LinkedIn first) and then refer this familiarity in your subsequent touch of sending an email.<\/p>\n\n\n\n
c) Purpose of Each Touch<\/h4>\n\n\n\n
Every touch you make to connect with your prospects should have a clear purpose. Know what exactly are you trying to achieve by sending that email. Or making that phone call.<\/p>\n\n\n\n
Do you want to establish familiarity with your prospects or should they try your newsletter? Do you want them to understand your value prop or simply check out your product video?<\/p>\n\n\n\n
Make sure your call-to-action is aligned with the purpose of the specific touch\/step.<\/p>\n\n\n\n
For example, if you\u2019re just trying to get acquainted with your prospects by sending a valuable resource, your CTA cannot be scheduling a demo call with you. Rather, just provide the download link and ask for feedback.<\/p>\n\n\n\n
Similarly, if you want your prospects to sign up for your product, try addressing a pain-point they can best relate to and then provide a link to start the free trial of your product.<\/p>\n\n\n\n
d) Space Out Your Touches<\/h4>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, you\u2019d want to draw a line between being persistent and annoying.<\/p>\n\n\n\n
To follow-up<\/a> just enough to stay on top of your prospects\u2019 minds – and not shove them away – you\u2019ll have to thoughtfully space out your touches.<\/p>\n\n\n\nGenerally, one good practice is to make about 8-10 touches in the span of a month.<\/p>\n\n\n\n
Your initial few touches can be relatively frequent and then tone down the frequency.<\/p>\n\n\n\n
For example, try making 2-3 touches in the first two weeks, one of which can be a social touch. You can eventually reduce the number to 1-2 touches per week towards the end of your cadence.<\/p>\n\n\n\n
Here’s a sales cadence example for your reference.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n7. Copywriting Best Practices<\/h3>\n\n\n\n
Now that you\u2019ve put effort into research and designing your cadence, it\u2019s time to flesh out your email copy.<\/p>\n\n\n\n
Your email copy is one of the critical tools at your disposal that can get prospects to respond to you.<\/p>\n\n\n\n
A good email will deliver value to your audience in a language that speaks to them and captures enough attention to get them thinking.<\/p>\n\n\n\n
So how do you craft an email that works like magic?<\/p>\n\n\n\n
There are several elements in an email – subject line, introduction, value prop, call-to-action, and signature – and a good email copy uses each of these elements to maximum benefit.<\/p>\n\n\n\n
A lot has been written on copy already – and we don\u2019t want to reiterate that here. Here are a few resources that serve as great primers to help you nail your email copy:<\/p>\n\n\n\n
a) Subject Line:<\/h4>\n\n\n\n
A subject line is the first thing your prospects lay their eyes on in your email. Try making a great first impression for them to open your mail.<\/p>\n\n\n\n
\n- 160 Cold Email Subject Lines That Will Stand Out in Your Prospects\u2019 Inbox<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
b) Email Body (Introduction and Value Prop) :<\/h4>\n\n\n\n
Your email copy sets the stage for a worthwhile relationship. Use it wisely.<\/p>\n\n\n\n
\n- 50 Sales Follow Up Email Templates To Use In Different Sales Situations<\/strong><\/a><\/li>\n\n\n\n
- 5 Cold Email Templates Sumo.com Used to Grow to $5 Million<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
c) Call-To-Action (CTA):<\/h4>\n\n\n\n
A call-to-action, at the end of the mail, guides your prospect into taking the desired action. Make it compelling enough for them to take the next step.<\/p>\n\n\n\n
\n- 10 Techniques to Nail Your Cold Email Call-to-Action (with CTA examples)<\/strong><\/a><\/li>\n\n\n\n
- 3 Cold Email Calls to Action that Get Responses<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
d) Cold Email Signature<\/h4>\n\n\n\n
A thoughtful cold email signature will leave a lasting impression on your prospects – strive to create a good one.<\/p>\n\n\n\n
\n- The Three Components of an Effective Cold Email Signature<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Automation Part<\/strong><\/h2>\n\n\n\n8. Use Sales Engagement Tools<\/h3>\n\n\n\n
One of the biggest barriers to successfully implementing a cadence is the scale of operation.<\/p>\n\n\n\n
For example, let\u2019s assume you want to reach out to about 50 prospects every day. That\u2019s about 1000 prospects a month.<\/p>\n\n\n\n
Now if your sales cadence consists of 10 touches – then it\u2019s about 10k touches per month.<\/p>\n\n\n\n
When you\u2019re dealing with data points at such a scale, it\u2019s practically not possible to track the progress of each prospect in the cadence – which is why you need automation<\/a>.<\/p>\n\n\n\nA Sales Engagement tool like Klenty<\/a> can help automate your sales cadences and scale your outreach efforts.<\/p>\n\n\n\nKlenty allows you to set up an automated cadence of emails and calls to better engage your prospects and nudge them into moving the deal forward.<\/p>\n\n\n
Sales Cadence Framework – The Research Part<\/strong><\/h2>\n\n\n\n1. Define Your Cadence Objective<\/h3>\n\n\n\n
It all begins with this question: what\u2019s the most realistic objective you want to achieve through this cadence?<\/p>\n\n\n\n
Do you want your prospects to schedule a demo with you or do you want to sign them up for a free trial of your product? Should they respond to a survey you\u2019re undertaking or should they get on a qualification call with you?<\/p>\n\n\n\n
Ideally, the purpose of your cadence should be the least intrusive next step that moves your prospects one step closer to the end goal (such as scheduling a demo, for example).<\/p>\n\n\n\n
Unfortunately, most people start off with an overly ambitious goal when building their sales cadence.<\/p>\n\n\n\n
Right off, they want to use the cadence to close a deal. Or schedule a call with a prospect who knows nothing about them.<\/p>\n\n\n\n
The key here is to understand that a cadence alone cannot help you close a deal (unless that\u2019s the next step) – it can only move your prospects towards the next step in the sales process.<\/p>\n\n\n\n
This means that depending on the state of your prospect (cold or warm) and the problem that you solve – you need to pick the right next step to get them interested in your offering.<\/p>\n\n\n\n
Starting with the objective ensures that you stay on point while devising your communication channels, email copy all the way till your call scripts<\/a>, subject lines, calls-to-action (CTAs), etc.<\/p>\n\n\n\n2. Evaluate the Channels and Resources at Your Disposal<\/h3>\n\n\n\n
As a salesperson, trying to reach out to your prospects, there are a plethora of communication channels available to you. From emails\/calls to SMS, LinkedIn (social media) and direct mail, there are multiple ways to get in touch with your prospects.<\/p>\n\n\n\n
Unfortunately, most people default to a combination of emails and calls.<\/p>\n\n\n\n
As much as these channels are great to connect with your prospects, they\u2019re also heavily saturated – making it important to consider other channels. Building a balanced cadence – that gets your prospects to respond – requires an omnichannel approach.<\/p>\n\n\n\n
But how do you evaluate the most suitable channel for your prospects?<\/p>\n\n\n\n
The most appropriate outreach channel for a particular prospect depends upon how valuable is this prospect to you\/your likely ROI.<\/p>\n\n\n\n
The more valuable your prospect – the more budget you have at your disposal, the more time you can spend on each prospect and it is also likely that there will be a lesser number of prospects available for you to deal with.<\/p>\n\n\n\n
For example, while dealing with an enterprise-grade account, you might want to be more personalized in your approach. So, you can try sending a direct mail with personalized swag to win your prospect\u2019s attention first and then follow-up with a series of calls, emails, texts, social touches, etc.<\/p>\n\n\n\n
On the other hand, when you\u2019re dealing with leads of relatively low deal value – such as SMBs, for instance – you have no choice but to reach out to a large number of prospects in a short time frame without a lot of personalization.<\/p>\n\n\n\n
A study conducted on how SMBs would like to be contacted found that about 79% of them chose email over any other communication channel.<\/p>\n\n\n\n
If you\u2019re targeting an SMB account – you know email should occupy a significant place in your cadence. You can then merge it with LinkedIn InMail\/social touches. Generally, for a high-velocity sales model at a low Annual Contract Value<\/a> (ACV), these are the most commonly used channels.<\/p>\n\n\n\n3. Understand Your Prospects<\/h3>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, it\u2019s vital to personalize your communication and craft messages that look like they\u2019re uniquely written for each of your prospects.<\/p>\n\n\n\n
How do you effectively implement compelling personalization? How do you collect useful bits of information about your prospects that help you use the right triggers in your messaging?<\/p>\n\n\n\n
By adequately researching your prospects. <\/strong>Research is vital to understand your prospects – their goals, pain points, recent achievements, etc to develop effective messaging that will resonate with them.<\/p>\n\n\n\nThere are typically two ways in which you can do research.<\/p>\n\n\n\n
First, you can research each of your prospects, collect insightful details about them and go about crafting each email\/message one by one.<\/p>\n\n\n\n
But this method might not be practical while dealing with a large number of prospects.<\/p>\n\n\n\n
When you\u2019re prospecting at scale, the key is to batch your research. This technique will help you scale your outreach.<\/p>\n\n\n\n
In this case, instead of researching your prospects one-by-one, you study them as a batch. This means that you collect the same details\/facts about each of your prospects and capture this data in a tabulated format. Based on this table, you can now choose the points of customization to be used while crafting your emails.<\/p>\n\n\n\n
For example, start off by picking up small groups of 5-10 prospects. Now collect 10-15 pieces of the same information across each of these groups, such as industry, geography, designation, etc. Compile the information gathered in a spreadsheet and build a data table.<\/p>\n\n\n\n
You can now use this table to build a personalized email <\/a>template for an array of prospects in one go, thereby immensely cutting down your time spent on composing emails.<\/p>\n\n\n\n<\/figure>\n\n\n\n4. Articulate Your Value Proposition<\/h3>\n\n\n\n
The next step in building your sales cadence is to identify the fundamental problem that you can solve for the prospects you\u2019re targeting.<\/p>\n\n\n\n
One way to find this is to see which of your existing customers best resemble your prospects – and understand them. They will tell you why your product is a good fit for your prospects.<\/p>\n\n\n\n
Try to decode the problem you\u2019re solving for these customers – what is it about your product that best appeals to them and why do they love you. What\u2019s driving these customers to consistently buy from you?<\/p>\n\n\n\n
You can do this by talking to your customers. Run a survey\/campaign for these customers to understand the impact you\u2019ve created for them and list them down. Quantify your results if possible:<\/p>\n\n\n\n
1. Solved problem x.<\/p>\n\n\n\n
2. Increased revenue by y.<\/p>\n\n\n\n
3. Improved productivity by z.<\/p>\n\n\n\n
4. Achieved outcome x, etc.<\/p>\n\n\n\n
This is your ultimate value proposition<\/a> – the reason your customers buy from you.<\/p>\n\n\n\nDefining your value proposition will help tighten up your messaging and speak your prospects\u2019 language. You now know what will resonate with your audience and make them convert.<\/p>\n\n\n\n
5. Evaluate All the Levers of Influence at Your Disposal<\/h3>\n\n\n\n
The objective of any cadence is to persuade your prospects into moving the deal forward. To influence <\/em>them into taking the desired action.<\/p>\n\n\n\nAs you move forward in building your cadence, think about how you can convince your prospects to do what you want. What tools do you possess to get there?<\/p>\n\n\n\n
Robert B. Cialdini, in his seminal book \u201cInfluence\u201d<\/a>, puts forth six such psychological tactics to help you become a skilled persuader.<\/p>\n\n\n\nThese six techniques – Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity – can be used in your message to persuade your prospects.<\/p>\n\n\n\n
Ask yourself what levers of influence do you have that can create an impact on your prospects and prompt them to take the next step.<\/p>\n\n\n\n
Can you use the Reciprocation technique and provide them with a valuable resource that makes them feel obligated to return the favor?<\/p>\n\n\n\n
Do you have social proof to show that your prospects\u2019 competitors are your happy customers or do you have anything in common with your prospects that is likely to evoke a response from them?<\/p>\n\n\n\n
Figure out what tools can you use to trigger your prospects into moving forward.<\/p>\n\n\n\n
Sales Cadence Framework – The Planning Part<\/strong><\/h2>\n\n\n\n6. Planning Your Cadence<\/h3>\n\n\n\n
The steps from here will help you plan and flesh out an effective sales cadence.<\/p>\n\n\n\n
a) Number of Touches<\/h4>\n\n\n\n
As a first step, pinpoint the number of touches you\u2019d like to have with your prospects.<\/p>\n\n\n\n
List down all the resources you\u2019ve evaluated in the previous steps to outline your sales cadence. Typically this list should include:<\/p>\n\n\n\n
\n- The multiple value propositions you\u2019d like to convey your prospects.<\/li>\n\n\n\n
- All the levers of influence you\u2019d like to use.<\/li>\n<\/ul>\n\n\n\n
Build your cadence such that you best utilize the resources in your hand to generate a response from your prospects. Typically, it takes 8-10 touches to get your prospects to respond.<\/p>\n\n\n\n
Optimize your cadence such that you deliver the value propositions you want to convey, provide a valuable resource, use the urgency technique, etc.<\/p>\n\n\n\n
b) Channel Used for Each Touch<\/h4>\n\n\n\n
The next step is to plan the communication channel you want to use for each of your touchpoints.<\/p>\n\n\n\n
Being thoughtful about the channel used for each touch will simplify the process of generating a response from your prospects.<\/p>\n\n\n\n
For example, you could use a social touch to warm up your prospects (such as connect with them on LinkedIn first) and then refer this familiarity in your subsequent touch of sending an email.<\/p>\n\n\n\n
c) Purpose of Each Touch<\/h4>\n\n\n\n
Every touch you make to connect with your prospects should have a clear purpose. Know what exactly are you trying to achieve by sending that email. Or making that phone call.<\/p>\n\n\n\n
Do you want to establish familiarity with your prospects or should they try your newsletter? Do you want them to understand your value prop or simply check out your product video?<\/p>\n\n\n\n
Make sure your call-to-action is aligned with the purpose of the specific touch\/step.<\/p>\n\n\n\n
For example, if you\u2019re just trying to get acquainted with your prospects by sending a valuable resource, your CTA cannot be scheduling a demo call with you. Rather, just provide the download link and ask for feedback.<\/p>\n\n\n\n
Similarly, if you want your prospects to sign up for your product, try addressing a pain-point they can best relate to and then provide a link to start the free trial of your product.<\/p>\n\n\n\n
d) Space Out Your Touches<\/h4>\n\n\n\n
When you\u2019re trying to start a conversation with your prospects, you\u2019d want to draw a line between being persistent and annoying.<\/p>\n\n\n\n
To follow-up<\/a> just enough to stay on top of your prospects\u2019 minds – and not shove them away – you\u2019ll have to thoughtfully space out your touches.<\/p>\n\n\n\nGenerally, one good practice is to make about 8-10 touches in the span of a month.<\/p>\n\n\n\n
Your initial few touches can be relatively frequent and then tone down the frequency.<\/p>\n\n\n\n
For example, try making 2-3 touches in the first two weeks, one of which can be a social touch. You can eventually reduce the number to 1-2 touches per week towards the end of your cadence.<\/p>\n\n\n\n
Here’s a sales cadence example for your reference.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n7. Copywriting Best Practices<\/h3>\n\n\n\n
Now that you\u2019ve put effort into research and designing your cadence, it\u2019s time to flesh out your email copy.<\/p>\n\n\n\n
Your email copy is one of the critical tools at your disposal that can get prospects to respond to you.<\/p>\n\n\n\n
A good email will deliver value to your audience in a language that speaks to them and captures enough attention to get them thinking.<\/p>\n\n\n\n
So how do you craft an email that works like magic?<\/p>\n\n\n\n
There are several elements in an email – subject line, introduction, value prop, call-to-action, and signature – and a good email copy uses each of these elements to maximum benefit.<\/p>\n\n\n\n
A lot has been written on copy already – and we don\u2019t want to reiterate that here. Here are a few resources that serve as great primers to help you nail your email copy:<\/p>\n\n\n\n
a) Subject Line:<\/h4>\n\n\n\n
A subject line is the first thing your prospects lay their eyes on in your email. Try making a great first impression for them to open your mail.<\/p>\n\n\n\n
\n- 160 Cold Email Subject Lines That Will Stand Out in Your Prospects\u2019 Inbox<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
b) Email Body (Introduction and Value Prop) :<\/h4>\n\n\n\n
Your email copy sets the stage for a worthwhile relationship. Use it wisely.<\/p>\n\n\n\n
\n- 50 Sales Follow Up Email Templates To Use In Different Sales Situations<\/strong><\/a><\/li>\n\n\n\n
- 5 Cold Email Templates Sumo.com Used to Grow to $5 Million<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
c) Call-To-Action (CTA):<\/h4>\n\n\n\n
A call-to-action, at the end of the mail, guides your prospect into taking the desired action. Make it compelling enough for them to take the next step.<\/p>\n\n\n\n
\n- 10 Techniques to Nail Your Cold Email Call-to-Action (with CTA examples)<\/strong><\/a><\/li>\n\n\n\n
- 3 Cold Email Calls to Action that Get Responses<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
d) Cold Email Signature<\/h4>\n\n\n\n
A thoughtful cold email signature will leave a lasting impression on your prospects – strive to create a good one.<\/p>\n\n\n\n
\n- The Three Components of an Effective Cold Email Signature<\/strong><\/a><\/li>\n<\/ul>\n\n\n\n
Sales Cadence Framework – The Automation Part<\/strong><\/h2>\n\n\n\n8. Use Sales Engagement Tools<\/h3>\n\n\n\n
One of the biggest barriers to successfully implementing a cadence is the scale of operation.<\/p>\n\n\n\n
For example, let\u2019s assume you want to reach out to about 50 prospects every day. That\u2019s about 1000 prospects a month.<\/p>\n\n\n\n
Now if your sales cadence consists of 10 touches – then it\u2019s about 10k touches per month.<\/p>\n\n\n\n
When you\u2019re dealing with data points at such a scale, it\u2019s practically not possible to track the progress of each prospect in the cadence – which is why you need automation<\/a>.<\/p>\n\n\n\nA Sales Engagement tool like Klenty<\/a> can help automate your sales cadences and scale your outreach efforts.<\/p>\n\n\n\nKlenty allows you to set up an automated cadence of emails and calls to better engage your prospects and nudge them into moving the deal forward.<\/p>\n\n\n
2. Evaluate the Channels and Resources at Your Disposal<\/h3>\n\n\n\n
As a salesperson, trying to reach out to your prospects, there are a plethora of communication channels available to you. From emails\/calls to SMS, LinkedIn (social media) and direct mail, there are multiple ways to get in touch with your prospects.<\/p>\n\n\n\n
Unfortunately, most people default to a combination of emails and calls.<\/p>\n\n\n\n
As much as these channels are great to connect with your prospects, they\u2019re also heavily saturated – making it important to consider other channels. Building a balanced cadence – that gets your prospects to respond – requires an omnichannel approach.<\/p>\n\n\n\n
But how do you evaluate the most suitable channel for your prospects?<\/p>\n\n\n\n
The most appropriate outreach channel for a particular prospect depends upon how valuable is this prospect to you\/your likely ROI.<\/p>\n\n\n\n
The more valuable your prospect – the more budget you have at your disposal, the more time you can spend on each prospect and it is also likely that there will be a lesser number of prospects available for you to deal with.<\/p>\n\n\n\n
For example, while dealing with an enterprise-grade account, you might want to be more personalized in your approach. So, you can try sending a direct mail with personalized swag to win your prospect\u2019s attention first and then follow-up with a series of calls, emails, texts, social touches, etc.<\/p>\n\n\n\n
On the other hand, when you\u2019re dealing with leads of relatively low deal value – such as SMBs, for instance – you have no choice but to reach out to a large number of prospects in a short time frame without a lot of personalization.<\/p>\n\n\n\n
A study conducted on how SMBs would like to be contacted found that about 79% of them chose email over any other communication channel.<\/p>\n\n\n\n
If you\u2019re targeting an SMB account – you know email should occupy a significant place in your cadence. You can then merge it with LinkedIn InMail\/social touches. Generally, for a high-velocity sales model at a low Annual Contract Value<\/a> (ACV), these are the most commonly used channels.<\/p>\n\n\n\n When you\u2019re trying to start a conversation with your prospects, it\u2019s vital to personalize your communication and craft messages that look like they\u2019re uniquely written for each of your prospects.<\/p>\n\n\n\n How do you effectively implement compelling personalization? How do you collect useful bits of information about your prospects that help you use the right triggers in your messaging?<\/p>\n\n\n\n By adequately researching your prospects. <\/strong>Research is vital to understand your prospects – their goals, pain points, recent achievements, etc to develop effective messaging that will resonate with them.<\/p>\n\n\n\n There are typically two ways in which you can do research.<\/p>\n\n\n\n First, you can research each of your prospects, collect insightful details about them and go about crafting each email\/message one by one.<\/p>\n\n\n\n But this method might not be practical while dealing with a large number of prospects.<\/p>\n\n\n\n When you\u2019re prospecting at scale, the key is to batch your research. This technique will help you scale your outreach.<\/p>\n\n\n\n In this case, instead of researching your prospects one-by-one, you study them as a batch. This means that you collect the same details\/facts about each of your prospects and capture this data in a tabulated format. Based on this table, you can now choose the points of customization to be used while crafting your emails.<\/p>\n\n\n\n For example, start off by picking up small groups of 5-10 prospects. Now collect 10-15 pieces of the same information across each of these groups, such as industry, geography, designation, etc. Compile the information gathered in a spreadsheet and build a data table.<\/p>\n\n\n\n You can now use this table to build a personalized email <\/a>template for an array of prospects in one go, thereby immensely cutting down your time spent on composing emails.<\/p>\n\n\n\n The next step in building your sales cadence is to identify the fundamental problem that you can solve for the prospects you\u2019re targeting.<\/p>\n\n\n\n One way to find this is to see which of your existing customers best resemble your prospects – and understand them. They will tell you why your product is a good fit for your prospects.<\/p>\n\n\n\n Try to decode the problem you\u2019re solving for these customers – what is it about your product that best appeals to them and why do they love you. What\u2019s driving these customers to consistently buy from you?<\/p>\n\n\n\n You can do this by talking to your customers. Run a survey\/campaign for these customers to understand the impact you\u2019ve created for them and list them down. Quantify your results if possible:<\/p>\n\n\n\n 1. Solved problem x.<\/p>\n\n\n\n 2. Increased revenue by y.<\/p>\n\n\n\n 3. Improved productivity by z.<\/p>\n\n\n\n 4. Achieved outcome x, etc.<\/p>\n\n\n\n This is your ultimate value proposition<\/a> – the reason your customers buy from you.<\/p>\n\n\n\n Defining your value proposition will help tighten up your messaging and speak your prospects\u2019 language. You now know what will resonate with your audience and make them convert.<\/p>\n\n\n\n The objective of any cadence is to persuade your prospects into moving the deal forward. To influence <\/em>them into taking the desired action.<\/p>\n\n\n\n As you move forward in building your cadence, think about how you can convince your prospects to do what you want. What tools do you possess to get there?<\/p>\n\n\n\n Robert B. Cialdini, in his seminal book \u201cInfluence\u201d<\/a>, puts forth six such psychological tactics to help you become a skilled persuader.<\/p>\n\n\n\n These six techniques – Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity – can be used in your message to persuade your prospects.<\/p>\n\n\n\n Ask yourself what levers of influence do you have that can create an impact on your prospects and prompt them to take the next step.<\/p>\n\n\n\n Can you use the Reciprocation technique and provide them with a valuable resource that makes them feel obligated to return the favor?<\/p>\n\n\n\n Do you have social proof to show that your prospects\u2019 competitors are your happy customers or do you have anything in common with your prospects that is likely to evoke a response from them?<\/p>\n\n\n\n Figure out what tools can you use to trigger your prospects into moving forward.<\/p>\n\n\n\n The steps from here will help you plan and flesh out an effective sales cadence.<\/p>\n\n\n\n As a first step, pinpoint the number of touches you\u2019d like to have with your prospects.<\/p>\n\n\n\n List down all the resources you\u2019ve evaluated in the previous steps to outline your sales cadence. Typically this list should include:<\/p>\n\n\n\n Build your cadence such that you best utilize the resources in your hand to generate a response from your prospects. Typically, it takes 8-10 touches to get your prospects to respond.<\/p>\n\n\n\n Optimize your cadence such that you deliver the value propositions you want to convey, provide a valuable resource, use the urgency technique, etc.<\/p>\n\n\n\n The next step is to plan the communication channel you want to use for each of your touchpoints.<\/p>\n\n\n\n Being thoughtful about the channel used for each touch will simplify the process of generating a response from your prospects.<\/p>\n\n\n\n For example, you could use a social touch to warm up your prospects (such as connect with them on LinkedIn first) and then refer this familiarity in your subsequent touch of sending an email.<\/p>\n\n\n\n Every touch you make to connect with your prospects should have a clear purpose. Know what exactly are you trying to achieve by sending that email. Or making that phone call.<\/p>\n\n\n\n Do you want to establish familiarity with your prospects or should they try your newsletter? Do you want them to understand your value prop or simply check out your product video?<\/p>\n\n\n\n Make sure your call-to-action is aligned with the purpose of the specific touch\/step.<\/p>\n\n\n\n For example, if you\u2019re just trying to get acquainted with your prospects by sending a valuable resource, your CTA cannot be scheduling a demo call with you. Rather, just provide the download link and ask for feedback.<\/p>\n\n\n\n Similarly, if you want your prospects to sign up for your product, try addressing a pain-point they can best relate to and then provide a link to start the free trial of your product.<\/p>\n\n\n\n When you\u2019re trying to start a conversation with your prospects, you\u2019d want to draw a line between being persistent and annoying.<\/p>\n\n\n\n To follow-up<\/a> just enough to stay on top of your prospects\u2019 minds – and not shove them away – you\u2019ll have to thoughtfully space out your touches.<\/p>\n\n\n\n Generally, one good practice is to make about 8-10 touches in the span of a month.<\/p>\n\n\n\n Your initial few touches can be relatively frequent and then tone down the frequency.<\/p>\n\n\n\n For example, try making 2-3 touches in the first two weeks, one of which can be a social touch. You can eventually reduce the number to 1-2 touches per week towards the end of your cadence.<\/p>\n\n\n\n Here’s a sales cadence example for your reference.<\/p>\n\n\n Now that you\u2019ve put effort into research and designing your cadence, it\u2019s time to flesh out your email copy.<\/p>\n\n\n\n Your email copy is one of the critical tools at your disposal that can get prospects to respond to you.<\/p>\n\n\n\n A good email will deliver value to your audience in a language that speaks to them and captures enough attention to get them thinking.<\/p>\n\n\n\n So how do you craft an email that works like magic?<\/p>\n\n\n\n There are several elements in an email – subject line, introduction, value prop, call-to-action, and signature – and a good email copy uses each of these elements to maximum benefit.<\/p>\n\n\n\n A lot has been written on copy already – and we don\u2019t want to reiterate that here. Here are a few resources that serve as great primers to help you nail your email copy:<\/p>\n\n\n\n A subject line is the first thing your prospects lay their eyes on in your email. Try making a great first impression for them to open your mail.<\/p>\n\n\n\n Your email copy sets the stage for a worthwhile relationship. Use it wisely.<\/p>\n\n\n\n A call-to-action, at the end of the mail, guides your prospect into taking the desired action. Make it compelling enough for them to take the next step.<\/p>\n\n\n\n A thoughtful cold email signature will leave a lasting impression on your prospects – strive to create a good one.<\/p>\n\n\n\n One of the biggest barriers to successfully implementing a cadence is the scale of operation.<\/p>\n\n\n\n For example, let\u2019s assume you want to reach out to about 50 prospects every day. That\u2019s about 1000 prospects a month.<\/p>\n\n\n\n Now if your sales cadence consists of 10 touches – then it\u2019s about 10k touches per month.<\/p>\n\n\n\n When you\u2019re dealing with data points at such a scale, it\u2019s practically not possible to track the progress of each prospect in the cadence – which is why you need automation<\/a>.<\/p>\n\n\n\n A Sales Engagement tool like Klenty<\/a> can help automate your sales cadences and scale your outreach efforts.<\/p>\n\n\n\n Klenty allows you to set up an automated cadence of emails and calls to better engage your prospects and nudge them into moving the deal forward.<\/p>\n\n\n3. Understand Your Prospects<\/h3>\n\n\n\n
<\/figure>\n\n\n\n4. Articulate Your Value Proposition<\/h3>\n\n\n\n
5. Evaluate All the Levers of Influence at Your Disposal<\/h3>\n\n\n\n
Sales Cadence Framework – The Planning Part<\/strong><\/h2>\n\n\n\n
6. Planning Your Cadence<\/h3>\n\n\n\n
a) Number of Touches<\/h4>\n\n\n\n
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b) Channel Used for Each Touch<\/h4>\n\n\n\n
c) Purpose of Each Touch<\/h4>\n\n\n\n
d) Space Out Your Touches<\/h4>\n\n\n\n
<\/figure>\n<\/div>\n\n\n7. Copywriting Best Practices<\/h3>\n\n\n\n
a) Subject Line:<\/h4>\n\n\n\n
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b) Email Body (Introduction and Value Prop) :<\/h4>\n\n\n\n
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c) Call-To-Action (CTA):<\/h4>\n\n\n\n
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d) Cold Email Signature<\/h4>\n\n\n\n
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Sales Cadence Framework – The Automation Part<\/strong><\/h2>\n\n\n\n
8. Use Sales Engagement Tools<\/h3>\n\n\n\n
![\"Klenty](\"https:\/\/www.klenty.com\/blog\/wp-content\/uploads\/2023\/08\/klenty-best-sales-prospecting-tool-1.png\")
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