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Sales cadence: What is it and why do you need one?

Sales cadence: What is it and why do you need one?

7 Min read

It took me 3 months to convince my friend (now my girlfriend) to go out on a date with me. Those 3 months hold four of my unsuccessful attempts, and one successful.

You think that’s too much? 

Listen to this: It takes almost 8 follow-up calls to just reach a prospect!

Prospects, just like my girlfriend, have some valid reasons not to say “Yes” in the very first attempt:

1. A lot of people are approaching
2. They are busy
3. They want the best one (Honored!)

So, giving up is not an option.

So, what exactly can we do to increase the chances of conversion?

Sales cadence, also known as Sales Sequences is the answer for you.

What is sales cadence?

Sales cadence is a series of carefully designed steps to increase the probability of conversion.

Let’s understand this in a simpler way:

The chances of converting your prospects into customers on the very first attempt are very thin. You need a series of activities to take follow-ups using various mediums, like calls, emails, even texts sometimes.

A sales cadence is the combination of sales activities performed at the right time to achieve the best results.

Here is a small example:

You had a call with one of your prospects, and he agrees to take a product demo with you. The most effective step is to send a confirmation email with a link to your calendar, so the prospect can schedule a demo right away.

This small activity can increase the chances of scheduling a demo. Just like that, a sales cadence is a good mix of such activities to improve the chances of conversion.

Why do you need a sales cadence?

There are two main reasons why your team needs sales cadence:

1. Gives you a structure to follow
2. You can predict your revenue

With the format set for every deal, you don’t have to guess what to do next. As the process is already designed mindfully, you simply have to follow the path.

When the process is set in any area of business, results can be predicted.

When you follow the process on how to treat every lead, you can predict the outcome for every month.

Of course, you have to put a lot of thought before setting up a sales cadence. You might also have to reevaluate and modify the cadence from time to time.

Sales cadence is the bunch of actions you decide to perform by assuming the responses of your prospects. You can be right or you can be wrong.

Maybe prospects like to receive a summary of the meeting, maybe they don’t. You simply have to try it. Based on the data, you can assume better. 

What makes a good sales cadence?

It is the combination email, calls, and texts that make a good sales cadence because it covers every channel of communication.

So, if you are designing a brand new sales cadence, emails, calls, and texts are the three fundamentals. You can include a step of social media connection as well.

I mean, any new activity that can strengthen the connection between you and the prospect is gold.

Let’s take an example of a business and try to design a sales cadence for the same. This would be a better approach for all of us to understand the scenario better.

Suppose John is a sales manager of a video conferencing tool (let’s say CONFI). John needs to design the right combination of activities so more prospects turn into customers.

Here are some of the important touchpoints for John:

1. Prospects signup for a free trial and set up a demo to understand the tool.
2. Prospects make good use of the free trial and solve queries.
3. Once the free trial is over, the prospect picks one of the three plans.

John wants these three things to happen, so more prospects will turn into valuable customers. 

This would be an ideal sales cadence:

Step 1: Send an introductory email after the signup
Step 2: An email explaining the important features of the tool
Step 3: Make a call to schedule a product demo
Step 4: Send an email with the calendar link to set the demo + text message
Step 5: Send an email explaining your pricing plans

Sales cadence example

Let’s understand these 5 steps in detail with the example we have already taken. Let’s help John design his dream sales cadence.

Step 1: An introductory email after the signup

Step 2: Feature specific email

Step 3: Call to schedule a product demo

Step 4: Calendar link email + text message



Step 5: Email explaining your pricing plans

How automation can change the game?

We just understood why sales cadence is important, and I hope this example would be helpful. A series of actions can be really helpful to increase your sales numbers. But, we are humans and we do miss out on many things.

We forget to keep a note, we forget to book a time slot, we forget to respond because we are humans. Mistakes are our identities. But, just like every problem, we have solved this problem as well.

An automated sales cadence with the help of CRM is the solution to this problem. Basically, just like our example, you can design and execute a sales cadence with the predefined conditions you wish. 

The cadence will follow the instructions you give and perform the task automatically. So, all the tasks that you decide will be performed at your desired time. 

Salesmate is one such CRM that can help you design automated sequences. The sequences are best suitable for sales follow-ups and other sales campaigns. 

Take a 15-days free trial of Salesmate and explore Sequences with other features like built-in calling, shared team inbox, workflow automation, and many more.

Kashyap Trivedi is working with an awesome marketing team at Salesmate CRM. He is deeply interested in learning digital marketing trends and try them out! When he’s not working, you’ll find him reading a good book or meditating.

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