Sales cadence best practices

A cadence is a schedule of contact attempts. The two things that decide whether it works are stopping on a reply and having something to say each time.

What a cadence is

A defined sequence of contact attempts over a period: channel, timing and content for each. It exists so follow-up does not depend on somebody remembering.

A typical outbound cadence runs six to nine touches over three weeks. A follow-up cadence after a proposal is usually shorter and more personal.

Sales cadence best practices, in three chapters

Getting the shape right

Front-load it. Attempts in the first week produce most of the responses, and a cadence that spreads eight touches evenly over a month mostly annoys people slowly.

Mix channels, because the same message on three channels reads as one person trying rather than three attempts being made.

Read next

Sales cadence best practices, answered.

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