Sales

Conquer the Sales Kingdom- How to Build a Sales Cadence?

Reviewed by Mahdi Khezri
administrator
Written by Parastoo Khalaj
editor
Conquer the Sales Kingdom- How to Build a Sales Cadence?

Once upon a time, a warrior embarked on an epic quest to claim the sales throne, the seat of unimaginable achievement and rewards. 👑

Their name was… well, whatever your name is! 

The road behind them was filled with obstacles like unreachable prospects, unanswered emails, and fierce competition. Victory in reaching the throne needed more than courage; it needed a strategy. Without knowing how to build a sales cadence, it was not possible.

This article is a road map that helps our warriors to keep their pace, track progress, and ensure success. The adventure has nothing to do with luck but with calculated purposeful actions.

Ready your tools, sharpen your skills, and let’s go. The sales throne awaits, and with the right cadence, victory is within reach. 🏆

Let the journey begin. 🏞

Chapter 1. The Quest Begins – What is a Sales Cadence?

So, what do you need as a brave warrior on your way to the throne, a palace full of valuable nooks (read: potential customers)? A sharp sword (sales skills), polished armor (product knowledge), and a map that is…empty? 🗡️

Well, you can only move forward with a solid roadmap, so…we’re going to step back because you might get lost in the digital marketing wilderness, in the world of cold and irrelevant perspectives without a proper plan and strategy, wandering for a long time. That’s where sales cadence comes into play, your step-by-step plan for conquering the kingdom of sales opportunities.

What is a sales cadence and how to build a sales cadence?

A Sales Cadence is a scheduled series of activities following a pre-determined order and agenda, a carefully planned sequence of actions you take to engage your prospects.

Think of it as a heroic roadmap ⤵

It defines when to reach out (timing), how often to yield your sword (frequency), and what tools or spells you’ll use (methods like emails, calls, or LinkedIn messages). Even the mightiest warrior marketers are doomed to run in circles without a good cadence or, worse, to annoy the very villagers they’re trying to win over.

Sales cadence is not a term I coined for randomly bombarding people with promotional messages. Doing so is like entering the arena without checking your equipment, like a spear, sword, etc. Not very inspiring, is it? A good sales cadence ensures every step is intentional, balancing persistence with patience. 

Day 1, you might start with sending a message (email); on day 3, you might knock on the door (phone call or in-person meeting); and on day 5, you might be sending them follow-up messages (follow-up emails). Each step follows the previous one until you reach the treasure chest, where the contract is signed, or the purchase is made.

Planning a cadence is like plotting a fantasy quest. You must analyze and understand the battleground (the needs of potential customers.) Do it, find the right tools, and set a realistic timeline (don’t rush into a dragon’s nest on Day 2). The winning point is to know and to choose the best battles to fight since you cannot storm every castle you find, even if you are Hercules.

So, whether you’re facing gatekeepers, dodging ogres of indifference, or simply trying to make the poet (your CRM) sing your praises, your sales cadence is the key to glory. Ready your map, adventurer. Your quest begins now.

Chapter 2: Choosing Your Heroes – Identifying the Right Prospects

When you want to grow your business, you are like a warrior looking for good companions and adventurers for an epic journey. You won’t need a wizard to fight for you on this journey, and you will not employ a rebel to predict fortunes; of course, maybe in desperate times. 

But choosing the right people will greatly increase your chances of winning the throne you’re after. This throne can be increasing sales, closing deals, Or conquering the competitive landscape.

Finding the right prospects and leads.

Segmenting leads – Finding adventurers

The first rule of prospecting? You have to know who you’re dealing with, and it’s not wise to dive into the dragon’s den without knowing it, right?

Start by segmenting leads with three important criteria

1. Industry: What industries are the people you target working in? Are they from the land of tech startups, the kingdom of real estate, or the crowded advertising market? This can narrow your search to industries likely to need your service or product and have the budget to purchase.

2. Pain Points: What are the needs of the people you will meet? Are they farmers and constantly dealing with pests? Or are they marketers and, most of all, struggling with ineffective lead generation, outdated contact data, or sales pipelines that look like a cursed maze? Understand Their challenges make your offer the magic bullet they’ve been looking for.

3. Decision-Making Roles: Who makes the final decision? I suggest moving past the fringes and onto the marketing managers, sales managers, or CEOs. Stay focused. A marketer without a goal is like a samurai without a master who is going nowhere.

Magical Artifacts for Prospecting

On the other hand, as a hero about to create an epic, you need many tools. Fortunately, these tools and strategies can easily guide you to the right prospects in the modern era.

1. LinkedIn: You can think of this platform as your magical compass, helping you find a vast network of ideal and conquerable castles and know every corner of these castles.

2. CUFinder’s Lead Generation Platform: If you can imagine yourself in this fantasy land, I must say that you also have a magical crystal ball called CUFinder that shows you verified, quality leads with the precision of a legendary archer. You just have to trust its sales data, which has an accuracy of over 98%, and of course, it is a huge database with data on more than 419 million people and over 269 million companies.

CUFinder's Prospect Engine.
CUFinder's Prospect Engine.

3. Customer Relationship Management (CRM) Tools: Like a wizard’s toolbox, a good CRM system organizes your leads, tracks interactions, and ensures you never forget who’s on your team.

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4. The Magic of Segmentation: Even the greatest heroes can get confused by disorganization. That’s why I recommend using targeted email campaigns or social media ads to further filter out your potential customers, ensuring you’re only working with people ready to join the adventure.

📍 Remember, this isn’t just about lead generation; you’re building a dream team of your customers. Sometimes, you’ll come across people who are as useless as a musician trying to tame a dragon, but that’s okay; not all your arrows will hit the target. Focus on those who can use your product like a legendary weapon and who have the potential to become loyal customers.

Chapter 3. Forging the Map – Crafting the Perfect Sales Cadence

Now is the time to have a good sales cadence map because moving without one is like entering a dragon’s den without any support. Yes, you can reach the dragon’s treasure without a map, of course, provided you don’t become dragon food or get in various traps. 

In this chapter, we’ll guide you through the elements of a winning sales cadence, transforming your efforts into a heroic tale of persistence, precision, and perhaps a little charm.

The Building Blocks of a Legendary Sales Cadence

Every epic story follows a sequence of pivotal events; a sales cadence is no different. It’s all about creating the perfect blend of activities like calls, emails, and social touchpoints to keep your prospects engaged without overwhelming them. Think of it as your trusty sword, shield, and potion, each element uniquely conquers the sale.

Here’s how to structure your cadence, stage by stage ⤵

Day 1. The Bold Knock on the Castle Gates (First Call)

You’re standing at the gates of a majestic castle. Inside the castle is a beautiful landscape protected by layers of doubt, trepidation, and a moat of “I don’t know, I’ll think about it and call you back.” Your first call is your bold knock on those gates—the moment to introduce yourself and announce your efforts.

Sample Intro Script ↓↓↓↓

【 Hi Sara,

This is Adele Jason from CUFinder. I’ve been researching your business and noticed that your team is actively scaling your outreach efforts. Based on what I’ve seen, I believe we can help you streamline your lead generation process and improve the quality of your leads, ultimately boosting your sales.

Do you have a few minutes to discuss this? I’d love to share how we can support your goals.

Looking forward to hearing from you! Have a good day!

Don’t worry if the gatekeeper isn’t ready to open yet. Heroes encounter resistance – it’s all part of the journey. 】

Day 3. Sending Your Trusty Raven (Follow-Up Email)

Not all doors open with a single knock, so it’s time to send your raven (your email) out to explore. A follow-up email is a friendly nudge that reinforces your value proposition and shows your prospect that you’re serious about helping them.

Sample Email Script ↓↓↓↓

【 Subject Line: Following Up on Our Call

Hi Sara,

I wanted to follow up on my call earlier this week. As mentioned, I believe CUFinder could help streamline your lead generation process and improve data accuracy. Here’s a quick overview of how we can assist:

  1. Find high-quality leads tailored to your industry.
  2. Improve the accuracy and reliability of your existing contact data.
  3. Save time with our user-friendly tools and seamless CRM integration.

Let me know if you’re available for a quick 15-minute call to explore this further. I’d love to hear your thoughts!

Sincerely Yours,
Adele Janson

Still waiting for a response? Be patient; even tigers wait patiently to catch the fastest deer.】

Day 7. A Call to Join Your Fellowship (LinkedIn Connection)

Every conquest needs loyal allies, and LinkedIn is the best place to find them in terms of marketing. By connecting with your prospects on LinkedIn, you’re not just selling; you’re building a relationship that goes beyond just selling and buying. Be careful not to come across the wrong troll.

Example Connection Request Message ↓↓↓↓

【 Hi John, I’ve been following ABC Corp’s recent expansion into sustainable solutions and am impressed with your innovative approach to reducing carbon emissions. I’d love to connect and share collaboration ideas to drive greener business practices. Looking forward to learning more about your work!

This is where your trust-building finally pays off, and the door opens, the turning point.】

Day 10. The Treasure Map (Value-Add Email)

You’ve finally reached the pinnacle of your lead’s interest, so it’s time to share something valuable with them, whether it’s a free eBook, a compelling article about the latest industry trends, or even a unique insight tailored to their industry. This isn’t just another email, this treasure map shows them how your solution will lead to success.

Example Email Script ↓↓↓↓

【 Subject Line: Thought You’d Find This Interesting

Hi Sara,

Given our recent discussions about improving lead quality, I came across this case study and thought it might be helpful. Here’s the link: [link].

Would you be available for a quick call to discuss how we can work together to find high-quality leads?

Best regards,

Adele 】

💡 Pro Tip: Remember that every customer is at a different stage in their journey to partner with you. Some convert immediately, while others take much longer. It’s all about continuous nurturing, tracking, and adjusting your cadence.

Chapter 4: The Magical Tools – Technology and Resources to Power Your Cadence

Imagine being one of the bravest and most capable marketers and entering the intricate labyrinth of leads. The atmosphere is filled with incredible opportunities, but at the same time, the threat of losing leads lurks in the form of unresponsive prospects and chaotic workflows.

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To navigate this maze, you need magical tools, each designed to enhance your power and illuminate the path to conversion. Welcome to the sales cadence arsenal! 💫

Technology and resources to power your sales cadence.

The Enchanted Scrolls (CRMs)

Every warrior needs a thorough knowledge of the battlefield and their opponents. CRMs, or customer relationship management systems, are your enchanted scrolls. 

They are digital repositories that store your leads’ information, such as their history, preferences, and the vital details that turn a cold connection into a warm one. 

They also ensure that you don’t forget about lead details and help you send the most engaging emails at the right time. Without these scrolls, you’ll be like a wizard trying to cast a spell from the memory, ultimately leading to chaos and possibly a lot of smoke.

The Wands of Efficiency (Automation Tools)

The next tool in this sales cadence arsenal is the wands of efficiency, also known as automation tools. This magic wand automates repetitive tasks like follow-up emails, event emails, data entry scheduling, and more with a high degree of accuracy. It helps you focus on what really matters, building relationships and closing deals. Whether it is, an email sequence that drives leads to the right time or a LinkedIn mess

age that hits the peak of engagement, these wands make multitasking magical—minus the Hogwarts tuition.

The Cloak of Integration (Unified Platforms)

As a warrior seeking to conquer the throne of sales, you need to have the perfect tools, and the box name you use is integration. Tools that integrate with your CRM and connect it to email platforms, social media, and analytics dashboards are like the cloak that ties your entire platforms together. Imagine having the power to send a personalized email, track its performance, and engage with your prospects on LinkedIn without taking any extra steps.

The Crystal Ball (Analytics Tools)

A warrior without foresight is doomed to failure. Use analytics tools that act as your crystal ball to understand which strategies are working, who you should contact, and what you need to tweak in your approach. From the data you’re likely to need in your lead generation process to open rates, click-through rates, and more, the tools give you the insight to weaponize your sales cadence toward greater success.

Chapter 5: Overcoming Obstacles – Handling Rejections and Ghosting

The path to success in the fast-paced world of sales and lead generation is filled with traps and danger. Objections appear like fire-breathing dragons, ready to burn your land, while trolls lurk beneath communication bridges, refusing to answer your emails and messages. 🐉

But fear not, brave adventurer, for this chapter arms you with the tools to defeat these mythical beasts and emerge victorious. 💪🏼

Handling rejections and ghosting.

Facing the Objection Dragon

Every epic has a dragon, and in B2B sales, it is called an objection, the creature that causes customers to hesitate. But when facing this dragon, swordsmanship is not enough; you must use the weapons of empathy and understanding.

✔️ Tip 1: Listen to the dragon before you act. Sometimes, even the most aggressive ones just want to be heard. When a prospect objects, pause and listen carefully, and assess their concerns. For example, when faced with a customer’s objection to the costs, I usually comfort them by saying, “I understand that pricing is a concern for you. Let’s explore how this investment can create value for you.”

✔️ Tip 2: Feed the dragon with facts, not gimmicks. Let success statistics quell these objections, not marketing gimmicks. For example, when people are skeptical about ROI, I always tell them, “Our service has helped businesses like yours increase conversions by 30%.”

Navigating the Troll-Infested Bridges (Unresponsive Leads)

Ah, the trolls. These pesky creatures thrive on ghosting, ignoring your carefully crafted messages while you wonder if they’ve been turned to stone. Trolls are tough, but persistence (and a dash of strategy) will help you cross the bridge.

✔️ Tip 1: Change your approach. Change your tactics if you feel like you’re sending your emails into a no where. Instead of sending a follow-up message, use another method. Use humor or curiosity. For example, say, “Hey Sarah, I hope this email didn’t fall into a black hole. Did you get a chance to check my previous message?” (Note: this doesn’t work in all situations.)

✔️ Tip 2: Time your attacks well. Trolls can’t resist the allure of well-timed follow-ups. Studies show that midweek and mid-morning follow-ups are more visible. However, don’t bombard them with messages lest you become an overly obsessive knight.

Mastering Timing and Tone

There’s a secret to taming dragons and facing trolls: timing and tone. When delivered in the wrong tone, even the most truthful statement can wake anyone’s defense modes, and poorly timed follow-ups can set you back from your goal.

✔️ Tip 1: Timing is important. It’s best to wait a while between follow-ups. A well-timed cadence can keep you on prospects’ radar without sounding like a nuisance.

✔️ Tip 2: Match each person’s style and data to the tone you choose. For example, if you are facing a CEO, your tone should be professional and formal, while if you are talking to a youngster from Gen Z or Gen Alpha, you can have a more casual tone.

Chapter 6: The Final Battle – Closing the Deal

Imagine standing before the ruler of a castle you want to conquer. 🏰

You see the treasure (closing the deal), but first, you must get past this great warrior. Sometimes, selling can be just as daunting. But remember that you can turn even the most reluctant person into a fan with the right strategy, humor, and relentless persistence.

Closing the deal.

Step 1. Sharpen Your Sword (Preparation is Key)

We mentioned earlier that a warrior always measures up their opponent before entering the battlefield. In this regard, I always review the details of my previous conversations with that customer and people who have similar characteristics to them so that I can predict the coming objections. Just like a chef who wouldn’t put a soufflé in the oven without first testing the temperature, you need to know the lead or prospect you’re negotiating with.

Step 2. Address the Dragon’s Objections

Objections are like smoke and fire—terrifying at first but manageable with the right tools. Let’s examine two of the most common ones.

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1. “Your price is too high!” 💰

Translation: “Convince me why you’re worth it.” Counter this by emphasizing value.

📣 Response: “I understand your concern. But let me explain why our price reflects the value you’re getting. Not only do we provide highly accurate, high-quality data, but you’ll quickly make up for it by saving you time and improving your sales conversion rate. If you’d like, we can start with a small sample or test to see the value of our work.”

2. “I’m not sure now is the right time.” ⏳

Translation: “Convince me why I should use your product or service as soon as possible.”

📣 Response: “I understand that priorities are always changing. But if you have accurate data now, you can better manage sales opportunities and get better results even in a limited time. Let us give you a short demo or free trial so you can see how useful this tool can be without any obligation.”

Remember, these objections are not a rejection of your offer but a test of trust.

Step 3. The Art of Negotiation

Negotiation. While many believe it is like hand-to-hand combat, I believe it is more like a professional dance between providing value and concluding. To conclude, you need to be firm but flexible at this stage. You need to make them an offer they can’t refuse. Giving potential customers a small concession for their purchase is like giving a blacksmith a loaf of bread in exchange for a great sword.

Step 4: Deliver the Final Blow (Call to Action)

Getting to the final stage and about to sign a contract or make a purchase? Don’t leave your prospect at this stage; they need to know exactly what the next step is and what they need to do to get there, and you should do this with a professional call to action. 

Ask directly: “Is this the solution you were looking for?” or “When can we move forward?” Avoid asking, “What do you think?” or you’ll end up in the first square again.

💡 Pro Tip: Closing a deal is as much more about trust than tactics. Your prospect isn’t just buying a product or service but investing their trust in you. Be genuine, be persistent, and don’t be afraid to simply use humor to ease the tension. After all, laughter can slay even the fiercest dragons.

Chapter 7. The Treasure Chest – Measuring Success and Improving Your Cadence

We’ve reached the final stage of our adventure. You’ve overcome all the challenges and opened your treasure chest. But instead of gold coins and shiny jewels, you have response rates, conversion rates, and sales cycle data.

They may not shine like diamonds, but trust me when I say they shine just as brightly. 💎

Measuring success and improving the sales cadence.

But the final stage is evaluating and analyzing your sales metrics, just like you would after a battle, estimating what you spent and whether it was worth it. What was your ROI? Did your sales prospecting grow, or did you end up with many IOUs and a broken sword?

Let’s see what you need to look at. ⤵️

Response rates are your key to finding the treasure. Are these prospects engaging with your emails, calls, or campaigns? A low response rate might mean that your messaging or targeting is in the wrong place. No one likes to sail in the open seas, not knowing if they’re even moving in the right direction.

Conversion rates are the glimmers in your treasure chest that show you that your pitch has been effective. Tracking how many prospects have converted to ideal customers. If conversion rates remain dull, polish your pitch or refine your follow-up process.

Sales cycle length. How long did it take you to complete your endeavor? If it feels more like a never-ending journey, re-evaluate your process. Perhaps fewer steps or better timing could help you get to the treasure faster.

Your Kingdom Awaits

The secret to sales success lies in how to build a sales cadence. It’s all about creating a unique strategic approach that allows you to impress your prospect and close the deal like a boss. Your sales journey is your endeavor; with disciplined movement, you’re ready to conquer all the challenges. ⚔️

The kingdom of sales intelligence is big, and you’re getting closer to the throne with every step. The throne awaits. Will you take the crown and reach your sales goals? Now is the time to build your own sales cadence and start your adventure. Good luck! 😊

FAQs

1. How long should a sales cadence be?

A sales cadence should last 2-4 weeks and involve 6-10 touches across multiple channels, such as email, calls, and social media.

2. What might be the perfect example of sales cadence?

Email on Day 1, Call Follow-up on Day 3, LinkedIn Connect on Day 5, Email on Day 7, Call on Day 10, and Final Follow-up Email on Day 14.

3. What does a good cadence look like?

The cadence should be personalized, omnichannel, consistent, and timely to avoid overwhelming leads.

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