Time is of the essence in sales. If you miss the right time to engage with the prospects, you may never have the moment back. The prospect will move on and won’t display the same interest as before. 

That’s why sales reps need to seize every opportunity to close the deal with the clients. Luckily, a good sales cadence tool can help.

What is a sales cadence?

A sales outreach cadence is a series of steps a sales rep takes to close the deal with prospects. It can include sending out pre-planned emails, calls, texts, voicemails, and social media messages over a scheduled period of time until the deal closes or the prospect decides not to move forward with the purchase. 

How to create a sales cadence?

Building the best sales cadence practices will depend upon your customer research so you can create targeted messaging and decide the communication frequency to match your prospects’ needs. Start by getting these basics together:

Group your customers

Identify who is your target audience by establishing the buyer persona for your product/service. Are they VPs, Directors, C-suite level executives, or managers? If you deal with two or more buyer personas, group them based on position and authority and create multiple email sequences.

For example: For C-Level execs, you will opt for more personalized emails and fewer calls. If you’re creating a sales cadence for managers and supervisors, you can target an equal number of emails, phone calls, and social media touchpoints.

Choose the best channel of communication

Understanding what channels your customers are on is easier when you know your target audience.

Are you selling to C-level executives? These are busy people who are always on the move. Their inbox is filled with sales emails, so adding more phone calls and SMS touchpoints can help you get your message across. If your customers are active on social media, start a cadence with more social media touchpoints.

Another thing to consider is the channels your sales team is comfortable with. Are they good with cold calling? Can they nurture better relationships on social media? 

And, more importantly, do they have the right B2B sales cadence software to help them navigate tasks easily? Whether they need to line up email sequences, automate replies, or use video messages to personalize cadence, they should be able to do this in a few clicks. Fortunately, Outplay’s sales cadence software does this and a lot more. Check it out here.

Set clear goals with every touchpoint

What action do you want your visitor to take? For example: If you’re dealing with an outbound lead, your goal may be to schedule a call to explain the product. If it’s an inbound lead, the goal can be to schedule a product demo with key stakeholders. 

When you have clear goals tied to the outbound sales cadence, it will reflect in your messaging, SMS, phone calls, and emails. Once the visitor knows what action you want them to take, they can decide what they want to do about it.

Decide your frequency and space outreach

First, define how many touches you want with your prospects. This can be in the form of emails, phone calls, personal DMs, video messages, and social media messaging.

Typically, it takes 8-10 touches to get your prospects to respond. Optimize each touchpoint with the value proposition you want to convey. At the same time, space your outreach to not overwhelm the prospects. Consider that your prospects may need to research your product/service before they engage with you again. Space the outreach at least 2-3 days apart and give them enough time before approaching them.

It would help if you mixed up the communication channels. For example, if you’re targeting two touchpoints on the first day, ensure they’re from different channels.

Decide when to end your sales cadence

How long should you wait for a prospect to get back to you? We suggest anywhere between 2-3 weeks. 

This also depends on whether it’s an inbound or outbound lead. If an outbound prospect hasn’t responded to any touchpoints in a while, you should consider ending the sales cadence. 

But if it’s an inbound lead who demonstrated interest in your product and has not responded to the last few touchpoints, reach out to them again in extended intervals. If you still don’t get a response, you can end the sales cadence.

Create quality content

Now it’s time to create relevant content that you can send to your potential clients. 

To make this easier, create email templates from the campaigns that worked before. With Outplay’s sales cadence tool, you can turn your best emails into winning sales templates and share them with your team. 

Sales pitch scripts can give your sales reps an outline to follow on the calls. These can be based on the key pain points, lead segments, and the actions you want the prospect to take. When you create scripts for calls and voicemails within your cadence, it helps your sales reps target the right messaging and synchronize each touchpoint to achieve a common goal.

How do you measure sales cadence?

1. A/B test your content

“What gets measured gets managed”. 

Take two different pain points and create two messages. A/B test the content in your sales sequence and see which one resonates better with the audience. Do this frequently and adjust the sales email cadence as needed. 

2. Measure results

You won’t know your sales cadence's effectiveness unless you track metrics. Start with these:

  • Email open rates
  • Email response rate
  • Call response rate
  • The number of calls or emails required to get a response
  • Number of touchpoints
  • Type of content with the highest response rate
  • Conversion rate
  • Rejection rate (the number of nos received at every touchpoint)

3. Track sales reps' performance 

Another thing you should look into is sales reps' individual performances. Look at who’s succeeding at the calls, doing better at social media, getting more email opens, and who’s at the top of the scoreboard for closing the highest deals using the outbound prospecting cadence. 

Understand what strategies are working, double down on them, and improve the team’s performance.

Use Outplay’s Sales Prospecting Cadence Tool To Close Leads Faster

You cannot create a winning sales cadence without a multi-channel sales engagement platform. Outplay HQ has sales cadence capabilities that can help you to:

Turn high-performing emails into sales templates

Look into the best emails with the highest engagement and response rates and turn them into customizable templates with Outplay’s Sales Cadence Software. This can save your reps precious time, which they can utilize to create more opportunities and sell to new prospects.

Automate outbound with email sequences

Automate sales workflow by creating email sequences for various touchpoints such as LinkedIn, emails, Twitter, SMS, etc. This process can save hours each week so your sales reps can focus on generating more leads.

Leverage real-time insights

Monitor interactions with prospects with real-time data analytics. Track opportunity stages, sequence statistics, prospect status, meetings booked, and task execution with a simple click. Analyze sales calls to understand the strategies that work and don’t work. On the basis of this, refine the sales pitch and template within your cadence.


Auto-detect replies

Get instant notifications when a prospect replies to you. Trigger an auto-response to move the conversation forward. You can also look at how often your email has been opened to schedule a follow-up.

Use video messages to personalize your cadence

With Outplay’s Vidyard Integration, send personalized video messages to get your prospect’s attention. Remember, your prospects receive thousands of emails in a day. This can help you to distinguish yourself from others and improve your response rates.

By combining the framework that we discussed above and personalizing the sales approach using Outplay, you can create the best outbound sales cadence that flows effortlessly and help you generate more leads in the pipeline. Want to know what this looks like in practice? Book a demo today.