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Sales Coaching
July 22, 2023
Nishit Asnani
Unlock the secret to effective sales with the perfect sales cadence formula. Discover best practices for timing in sales and boost your closing rate to new heights!


Setting the stage for sales cadence

Have you ever wondered why some sales reps could sell ice to the Eskimos, while others struggle to even close the fridge door? No, it's not about wielding Jedi mind tricks or wearing a lucky charm. It's all about sales cadence. You know, that mysterious rhythm every seasoned salesperson seems to possess, leaving the rest of us wondering if they've uncovered some secret recipe for success. Well, curious salesfolk, today we're pulling back the curtain and diving into the science behind sales cadence, frequency, and timing.

Clap along if you feel like a room without a roof, because we're about to discover the optimal frequency, timing, and yes, even the best channel for your sales touchpoints. So, without further ado, let's begin our rhythmic exploration, shall we? 🥁

The Definition of Sales Cadence

Why Sales Cadence Matters

When it comes to sales, having a well-defined sales cadence is the difference between cha-cha chaos and a smooth waltz. For the uninitiated, sales cadence can be defined as the sequence of actions or touchpoints taken by a sales rep during the sales process, across a variety of communication channels. This not only includes the frequency and timing of these touchpoints but also their content and context.

Sales cadence is vital for ensuring meaningful engagement with potential clients while staying top-of-mind. A well-executed sales cadence can lead to a higher response rate, enhanced communication, and ultimately, more closed deals. In a nutshell, it means striking the perfect balance between being persistently persuasive and annoyingly intrusive 😬.

Frequency in Sales: How Often Should You Reach Out?

The million-dollar question: how often should you reach out to a prospect? Sorry to break it to you, but there's no one-size-fits-all answer. The frequency of sales touchpoints varies depending on factors like your target audience, product, and industry.

However, research suggests that most salespeople give up after just 1-2 attempts (sounds familiar?), while the ideal number of touchpoints ranges between 6 and 13. It seems we've got room for improvement, dear sales warriors. Persistence can pay off, so don't throw in the towel right after your big opening number.

Timing in Sales: Knowing When to Strike

Timing is everything. Or is it? It turns out that the timing of your sales touchpoints can indeed have a significant impact on your success rate. Studies have shown that weekdays, particularly Tuesday and Thursday, have the highest response rates for sales calls and emails.

Moreover, reaching out during specific times of the day can make all the difference. Morning hours (before 10:00 am) and afternoon hours (around 4:00 pm) tend to yield better results. So don't play "eenie meenie miney mo" with the clock; make every touchpoint count by striking at just the right moment. ⏰

Best Practices for Crafting an Effective Sales Cadence

Finding Your Rhythm: Sales Cadence Building Blocks

Now that we've covered the basics, let's build that juicy sales cadence recipe from the ground up. First and foremost, understand that consistency is the key ingredient in any killer sales cadence. You can't just blitzkrieg your prospects with touchpoints one week and then ghost them the next.

Here's a framework to get you started on crafting the perfect sales cadence:

  1. Mix it up: Use a blend of channels (email, phone, social, etc.) for your touchpoints to cover all your bases.
  2. Start strong: Make your first touchpoint count with a compelling introduction that grabs your prospect's attention right off the bat (no cheesy pick-up lines, please! 🧀).
  3. Space it out: Give your prospects room to breathe. Avoid bombarding them with back-to-back touchpoints, and use logical intervals to maintain the conversation flow.

Always remember, a good sales cadence is like a fine wine – it takes time, experimentation, and adjustment to perfect. So don't be afraid to tweak things as you go along.

Factoring in Personalization and Context

Sure, sales cadence is all about maintaining a consistent rhythm, but don't forget – you're dealing with people, not robots 🤖. To keep your prospects engaged, add a pinch of personalization and context to your touchpoints:

  1. Do your homework: Take the time to research your prospects and their pain points. Use this intelligence to tailor your communications accordingly.
  2. Connect the dots: Reference your previous interactions and build upon them to create continuity in the conversation.
  3. Be relevant: Share valuable content or insights that resonate with your prospect's industry or role.

By weaving personalization and context into your sales cadence, you can transform your touchpoints from generic blasts into meaningful conversations that drive results.

The Dark Side of Sales Cadence: Common Mistakes to Avoid

Ignoring the Power of Multichannel Communication

While email and phone calls are undoubtedly the dynamic duo of sales communication, don't let your other superpowers go to waste. Social media channels like LinkedIn and Twitter can be valuable tools for getting on your prospect's radar, nurturing relationships, and gaining insights into their interests.

Word to the wise: don't go overboard and start stalking them like a creepy ex-lover. Use social media intelligently; comment on their posts, share their content, or send personalized messages that add value and initiate relevant discussions.

Consequences of Overly Aggressive or Passive Approaches

Striking the balance between being a lion in the sales jungle and a fly on the wall is essential. If you come off as overly aggressive (think never-ending phone calls or relentless, pushy emails), you risk alienating prospects and damaging your personal brand.

On the flip side, being too passive can make you easily forgettable and cause opportunities to slip through your fingers. Remember – fortune favors the bold! Find your sweet spot in the sales cadence spectrum, and you might just land that golden deal. 🍯


Perfecting Your Sales Cadence for Maximum Success

In the words of the great fictional singer-songwriter Freddy Mercury, "I want to break free… from mediocre sales results." Fret not, sales brethren, for now you possess the power to unlock your sales potential through mastering the art of sales cadence, frequency, and timing.

The path to sales stardom begins by understanding what sales cadence is and then fine-tuning your methods to create the ultimate mix of frequency, timing, and personalized touchpoints. Don't forget to leverage modern technology like Sybill to streamline your sales process and close more deals. Ready? Set? Sales! 🚀

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