Prospecting cadence: tips on how to create one

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Prospecting cadence is a schematic system with several contact attempts and spaced follow-ups in which the salesperson uses different means of communication to increase the possibility of contact with their respective prospect.

There is no denying that the market is becoming increasingly competitive. Furthermore, with increasing access to information, consumers are becoming even more demanding. A salesperson who is unable to truly generate value and engage the lead throughout the process will waste many of them along the way.

Let’s learn how to create a good cadence? Keep reading!

As I said in the introduction, a salesperson who cannot generate value and engage the lead throughout their journey will have little chance of closing the deal. Take a look at these numbers from Hubspot:

44% of salespeople give up after the first follow-up;

80% of sales require up to 8 follow-ups to be completed.

In other words, 44% of salespeople have an 80% lower chance UK telegram data of closing a sale. The truth is that the highly competitive market naturally leads to a simple conclusion: it is becoming increasingly difficult to sell. Due to the difficulty in doing all the necessary follow-ups with all the leads that are in the sales funnel, salespeople end up giving up and investing in those that are apparently hotter. This is exactly where cadence flows come in.

A cadence flow is a structure of contact attempts (or follow-ups) made through different communication channels, spaced out at the right time between them. This structure allows you to stay in touch with leads for the required amount of time (the duration of the flow), reaching them with the most relevant content possible for your ideal customer. All of these points form exactly the five elements of a cadence flow:

Therefore, what will make a difference when it comes to reaching goals and achieving results above expectations is the quality of this cadence.
Firstly, simple flows are those that have only one type of communication medium, that is, they are exclusively built with emails, calls, or social networks.

This type of cadence is not widely used, since nowadays, to get in touch with a prospect, you normally have to use different means of communication.



Mixed cadence
Mixed flows are those that have more than one type of touchpoint, or means of communication. They are built with at least two of these channels: emails, calls and social networks.

It must be planned in advance, have interaction content already defined, points of contact with the customer also already defined and have a very clear objective that is coherent with the type of company and business being prospected.

A sales cadence is not made up of isolated, one-off actions, randomly spaced out. It consists of a series of planned actions, with standard spacing (previously tested).

Finally, you should use different methods to increase your chances of contacting the prospect.