How do sales representatives approach achieving their goals?

Planning is essential in sales. Everything needs a plan, whether it’s developing a sales strategy or writing a sales proposal.

Unfortunately, a lot of sales teams lack robust follow-up strategies or sales cadence.

A series of touchpoints known as a sales cadence serves to forge a connection and encourage sales engagement. It establishes a plan for sales teams to follow up with fresh prospects until they become sales opportunities.

What is sales cadence software?

A carefully planned sequence of steps called a sales cadence increases the likelihood of conversion.

Let’s simplify this to make it clearer:

The likelihood of turning a prospect into a customer on your first try is extremely slim. To take follow-ups using various media, such as calls, emails, and occasionally texts, you need a set of activities.

The combination of sales activities carried out at the ideal moments to get the best results is known as a sales cadence.


typical sales sequence flowchart

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How do you run a sales cadence?

Step 1: Research

Research is always a good place to start the process.

The goal of practicing the sales cadence can be established first. For example, you might want to schedule demo calls or increase the number of people who sign up for the free trial. However, It is advised to set modest objectives.

Recognizing the target audience You must become familiar with your target market. You can diversify them based on a number of factors, including gender, age, and geography. A buyer’s persona would also help you narrow your target market.

Evaluate the channels. You can communicate with your prospect through a variety of channels. You must choose the communication channels you’ll employ. You should balance your cadence appropriately across various platforms.

Step 2: Plan

Planning out a clearly defined sales cadence process should come after extensive research.

Establish touchpoints You must decide how many touches you want to make with prospects before contacting them. To ensure the number of touchpoints, create a list of offerings and value propositions.

Amount of time between touchpoints Between being persistent and becoming obnoxious, there is a fine line. To avoid annoying the customer, you must conduct appropriate follow-ups. Initial touches are advised to be a little more frequent, but you must space them out as time goes on.

Step 3: Automation

Your sales figures can be significantly increased by a series of actions. But since we are only human, we do miss out on a lot of things.

This issue can be resolved with CRM and an automated sales cadence. The cadence will carry out the task automatically by adhering to your instructions.

You are free to create and use any predefined conditions for your sales cadence. So, everything you decide will be done when you want it to be done.

Why sales cadence is important?

Implementing the right sales cadence can make client prospecting much more effective and efficient, regardless of the size of your sales team.

Building a sales cadence allows you to contact leads via various channels (like phone, email, and social media) and determine which one produces the best results.

Adopting a successful sales cadence is beneficial not only for your organization but also for your sales representatives. The sales representatives are prepared with a series of calls or emails to follow up with each prospect who enters the CRM system.

Eliminating guesswork and maintaining consistency throughout each interaction with the lead can be made easier with the aid of a predetermined concrete framework. To close a deal, it’s crucial to get in touch with a prospect several times.

Before continuing, make sure you understand the idea of outbound sales. When a sales agent starts a customer interaction from its end, it is said to be doing outbound sales.

Warm calling is the practice of calling a lead after they have provided their contact information via a form. A seller may use cold calling to get in touch with people they believe to be potential buyers.

Outbound selling is more aggressive than inbound selling, which involves salespeople waiting for leads to call and ask questions about a good or service.

Including a sales cadence in your outbound sales strategy has the potential to increase engagement and grow your business.

An outbound sales cadence can be used as one of the key metrics for forecasting precise results because it encourages each of your sales representatives to adhere to a structured, standardized process.

Advantages of Sales Cadence Software

Let’s next go through some of the advantages you can avail of after implementing a perfect cadence of sales.


Scalability is not that difficult to achieve with the right sales cadence. Sales representatives can arrange all the leads’ data with ease. Additionally, it aids in recruiting others to collaborate with them.

You can easily explain your sales strategy to any new sales rep you hire by using clear illustrations like flowcharts or flow diagrams. They will be able to immediately enter the workforce thanks to this.

Monitoring your development

You can easily track your sales process once you have a clearly defined sales cadence. You can make any necessary adjustments and refinements at this time.

Let’s say you’ve established a seven-step procedure. You can know where you are with each client by using a sales cadence that is clearly defined.

Additionally, it will reveal the step at which you start to lose prospects. Once you are aware of the specific flaws in your strategy, you can start to fix them. For instance, you can use that strategy in the initial steps if you notice that your leads are responding better to calls than emails.

Dedicated efforts

You can create a model with a sales cadence that works best for your company. You can choose how long after that you want to get in touch with your leads.

Depending on their response and your needs, you might email them every day, every other day, or once a week.

Why You Should Improve Your Cadence Now

Decide on a communication method

Depending on who you are communicating with, your chosen method may change. Typical forms of communication include:

  • Making calls
  • Voicemails
  • Emails
  • SMS messages
  • using social media

Choose the communication channels that your potential customers are most likely to use and respond to, according to experts. For instance, if social media outreach is how you got your list, you might increase your cadence to include more social media outreach. To improve your chances of connecting with more potential customers, you can use a variety of communication channels.

Length of the sales cycle

The length of your cadence is crucial. A lead should not be overly spammed because doing so will only make them distrust your brand. To ensure you close any leads who might actually be interested, you should be consistent in your follow-ups. The challenge is finding a balance.

You never know if the prospect simply hasn’t gotten back to you or if your previous communication got lost in their inbox. A cadence should typically last two to four weeks. Once more, this may change depending on your audience and communication method.

Total Touchpoints

It’s also critical to calculating the number of touchpoints in your customer journey. This keeps your agents interested in the lead for the entire cadence, which helps. Your touchpoints should switch up the types of media you use for communication. Don’t just plan a single call or email for follow-up. Instead, develop a thorough plan of action.

For instance, send a soft email to welcome the lead before sending one that details the product. then send an SMS, voicemail, or phone call as a follow-up. Send a second email before ending the cadence or incorporate social media outreach if the lead doesn’t reply.

Space Between Touchpoints

Timing is crucial. Nobody enjoys being inundated with numerous emails all at once. Your prospects might forget who you are and what you have to offer if your touchpoints are too far apart, though. Space out your touchpoints every few days as a general rule.

Some people establish a regular schedule that includes touchpoints on particular days of the cadence. To avoid a recurring pattern, you can change the interval in days between touchpoints. If you do this instead of using an automated system that sends emails every two days, your touchpoints may feel more personalized.

Filtering Lists

You shouldn’t apply the same sales cadence to all of your leads because they are not the same. Make an effort to divide your lead list into various categories. For instance, divide them into groups according to age or location, or those who have downloaded your e-book or enquired about your company.

After segmenting your leads, you can more precisely tailor your sales cadence to suit their preferences. While some of your leads might feel more at ease communicating online, others might prefer one-on-one phone calls. While some might wait for a longer cadence before responding, others might do so right away. The success of your agents when following up can be increased by being careful when segmenting leads.

Creating Content

Lastly, the information in your communication is crucial. Typically, content progression adheres to a standard like:

  • Greeting email
  • Pitching a product or service
  • Continuation from one channel
  • response from a different channel
  • individual phone follow-up
    Lasting follow-up
  • separation email (if necessary)

Understanding your audience is crucial, to reiterate. Which language are they most likely to understand? What would they most like to hear and see? The number of touchpoints, length of the cadence, and communication method should all be taken into consideration when creating the content for your sales cadence.

Some Of The Top Sales Cadence Tools


Maximize the output of your sales team with CRM Accelerations. Switch to doing fruitful activities instead of working on repetitive tasks. Integrate your tools and favorite CRM to build a better sales process.



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Outplay also has what you want — free white glove onboarding, fast 24/7/365 support, proven outreach templates, and a simple UI so you can start multichannel prospecting now, not next quarter.


Maintain Focus Despite Using Multiple Channels of Engagement. You can easily switch between email, calls, and LinkedIn from a single screen. Organize tasks into groups based on channel or sequence, then complete them as scheduled. Greater conversation openings and faster activity rates.



Save time with pre-built automation that drives revenue round-the-clock. From welcome series and cart recovery to post-purchase campaigns and more – get up and running in minutes. Customize, test, and repeat to always know what’s working best.



A sales engagement tool called SalesLoft connects to your CRM to carry out high-volume outreach.

You can use this tool to create Sales Playbooks, and highly personalized customized cadences based on deal stage, job role, and more. In order to automatically add new leads to the appropriate cadence, it also has routing features.

Numerous outreach techniques are supported by SalesLoft, including email, phone, SMS, and direct LinkedIn Sales Navigator integration.


How to choose the right sales cadence tool for your sales team: 10 features to look for

Your market, sales team, and sales process are all special. Therefore, not every cadence builder will benefit your team in the same way.

Here are some of the most crucial characteristics to think about when searching for a sales cadence builder; use them to analyze your true requirements and identify a tool that corresponds.

Outreach capabilities that align with your strategy and target audience

Think about these two issues:

  • Which means of communication does my target market prefer?
  • Do I generate more inbound or outbound leads?

You’ll be in a much better position to choose a cadence builder that works for your team once you’ve decided on these two factors.

If, for instance, your team primarily focuses on inbound leads who favor phone or email contact, you should take into account a tool that:

  • Integrates with the tools you use to generate inbound leads, like the form builder on your website.
  • Enables email and phone contact.
  • Provides integrated email sequences for you.

1. Reliable notices:

While the best sales cadence builders allow you to automate the majority of your outreach, some tasks or touchpoints will always require manual labor from reps (such as calls).

Therefore, ensure that your cadence software notifies your team of upcoming tasks at the appropriate interval.

2. Simple segmentation:

Sales productivity depends on cadences, but segmentation is necessary to customize each cadence to the recipients.

For instance, the ideal cadence builder ought to enable you to create distinct cadences based on role, industry, and other crucial buyer information. This enables you to modify your cadences and establish the ideal atmosphere and schedule for effectively reaching out.

Of course, any system that automatically incorporates new leads into these cadences deserves an extra gold star.

3. Personalization of automated cadences:

Your sales team’s extra hours per week come from automation. Your prospects will take notice when automation is combined with the appropriate degree of personalization.

The ability to include dynamic text in email sequences is one personalization feature your sales cadence builder ought to have. Then, you can include personalized information like the sender’s name and contact information, the recipient’s name and company, or both.

4. Data to be used in the analysis

If you don’t know what’s working (and what isn’t), you can’t get better. Because of this, any sales cadence tool worth its salt ought to provide you with the appropriate analytics to determine how effective your campaigns are.

Basic information would include:

  • % of responses
  • Average time to respond
  • Bouncing rate
  • Mistake rate

5. Changes that are abrupt or activity-based

Avoid letting automation interfere with your relationships. With the right software, you’ll be able to quickly and simply pause or stop your sales cadences in response to the prospect’s activity.

To Wrap It All Up

An effective sales cadence tool helps you track leads at every stage of the sales pipeline in addition to automating communication.

It enables you to stay in touch with potential customers until they become devoted patrons.

Fortunately, there are lots of reasonably priced options available on the market. However, not all provide the same value. We firmly believe in providing the best value for your money, and this product does just that by providing all of your needs in a single, incredibly affordable package.

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Frequently Asked Questions

It is easier for the task force to complete an activity when there is a cadence, which is a close network of actions that defines the required work items. Managers must carefully review the process to eliminate any steps that do not add value before establishing a cadence. The most trustworthy sequence is what is left over and can be used as a guide by new or seasoned members for the best outcomes.

Several typical business sales techniques include:

  • Lead qualifying

  • Customer acquisition Review of the deal

When creating a cadence for one of these processes, it’s important to evaluate each activity’s effectiveness carefully and determine what works and what doesn’t. For instance, you might decide to replace the third email activity with a phone call if sending a follow-up email to a lead for the third time in a day doesn’t help you get in touch with them while a phone call does.

You will be able to spot inefficiencies or improper timing in your processes with proper scrutiny and improve them. Better conversions, more closed deals, and increased team productivity will eventually show up in the general health of your company as a result of these changes.

A good Sales Cadence software has the following features:

  • More structure: Sales cadences offer a structured framework that makes sure sales representatives are contacting prospects through the appropriate channel at the appropriate time.

  • Simple Tracking: Sales cadences make it simple to track and modify your outreach strategy in light of what is and isn’t working.

  • Shorter Sales Cycles: Regular prospect follow-up aids in accelerating communication and cutting the sales cycle.

    Visibility: To ensure that nothing falls through the cracks, sales cadences give reps complete visibility into where prospects are in the sales funnel.

  • Consistency: When you have a strong sales cadence in place, your sales process is constant.

Depending on personal and professional plans, sales representatives working alone who want to streamline their processes will pay anywhere between $30 to $100. The plan comes with tools like activity tracking, report generation, and live customer support for CRM systems.

The following are the best practices for using sales cadence automation software:

  • Create an Ideal Customer Profile:

It may sound like a good idea to broadcast to a large audience. After all, it will assist you in spreading the word about your company or its goods and services. But if raising awareness does not result in anything helpful, what is the point?

The bottom line is that you must make pitches to clients who buy. Otherwise, all you would be doing is wasting your time, energy, and money by making noise!

In this regard, creating an ideal customer profile can be beneficial.

  • Shortlist the Channels of Communication:

The most popular outreach methods typically involve voicemail, social media posts, text messages, phone calls, and email. And a successful sales cadence must include each of these components.

  • Identify the Necessary Number of Touches:

Finding the required and ideal number of touches requires more trial and error experimentation and is influenced by a number of factors. From one industry to another, from one audience to another, and even from one salesperson to another, it varies.

  • Refine the Value Proposition:

The pain points of your target audience can be listed as one method of doing this. The brand must then be presented as the best option for the greatest number of problems.

  • Finalize the Media and Content Types:

Since we are discussing “packaging” the value proposition, it is especially important to note the significance of content in this context.

  • Space Out the Attempts:

Once more, the frequency of your communication may be the thin line that separates perseverance from the desperation that should be avoided. The prospect may be able to assess the value of what you have to offer when there is enough background noise to drown out the constant blabbering.

  • Testing and Optimizing Your Cadence:

Every iteration of sales requires you to learn, unlearn, and relearn new skills. Testing and optimization are therefore essential components of your sales cadence.

  • Know When to Break Up:

Ideally, consider investing anywhere between two to four weeks to see where your talks go. However, it depends on your industry, pitch, decision-making process, point of contact, and several other factors. Hence, this stage is mostly intuitive.

  • Helps in boosting user engagement:

With the proper email cadence, you can send users the desired number of relevant and useful emails. So, enhancing email metrics like open rates, click-through rates, deliverability/inbox placement rates, etc., will aid in boosting user engagement.

  • Increase brand recognition and standing:

Users are likely to stop knowing you even exist if they receive emails from your company less frequently like only once a month.

However, sending too many emails will tarnish your brand as spam and annoy customers. As a result, users will unsubscribe from you or mark your emails as spam, harming your reputation.

Therefore, using the right email cadence will keep your brand’s reputation intact while ensuring that users are aware of it.

Step: 1 Determine Your Goals

Understanding your objectives is the first step before you start working on your email cadence.

You might want to increase website traffic or generate leads. As an alternative, you might prefer to increase sales or cultivate lasting relationships with your prospects.

Step: 2 Understand your prospects

Instead of sending the same emails to everyone, it’s critical to personalize your message when communicating with your prospects. Expecting conversions from impersonal, mass emails is unrealistic.

You need to gather information about your prospects in order to send personalized emails. Your chances of getting better results from the email cadence increase with the amount of information you have.

Step 3: Divide Your Audience Into Engagement-Based Groups

It is simply a waste of time to send emails to prospects who aren’t interested in or paying attention to you, and you’re likely to see negligible results.

It’s not good at all if you send an email to your subscriber list and only get 1% of it opened.

The secret to developing a successful email strategy is relevance.

Step 4: Determine How Often You Send Emails

The frequency of sending emails is not standardized in email marketing. Depending on your niche, it varies.

You must look at what others in your industry are doing to determine the best frequency for your company.

Step: 5 Measure Results

Regular results monitoring is crucial for email marketing, but when working with a large number of prospects, it can be difficult. It helps you determine which of your strategies is effective and which isn’t.

Use specialized email marketing platforms and CRM tools to make tracking easier to manage.