How To Create A Sales Cadence

Headshot of Brandon Bornancin
Brandon Bornancin
March 28, 2023
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min read

A sales woman walking through her sales cadence with her team.

Learning how to create a sales cadence is essential to the success of a sales team. They help teams understand their sales process, uncover opportunities for improvement, and increase visibility into what works and what doesn't work in the sales process. The more effective a sales cadence is at identifying problems and uncovering opportunities, the more efficient your organization will become at turning leads into customers.

What is a Sales Cadence?

A sales cadence is a series of steps in the sales process. It helps you to organize your sales process and makes it more efficient. The sales cadence helps you to identify what works, and what doesn't, so that you can optimize your efforts going forward.

The following example shows how to create a basic sales cadence:

  • Start with an assessment
  • Create an initial contact (e-mail, call or meeting)
  • Follow up and nurturing prospects
  • Set up a demo or meeting
  • Close the deal

Who is your Target Market?

Defining your target market is an important step in creating a sales cadence. To define your target market, you need to know who you want to sell to and what they need.

For example, if you're selling software that helps businesses manage staff productivity, then the types of businesses that may be interested in this product would be HR managers or business owners with employees. If you're selling a new kind of earbuds then college students might be more likely than middle-aged professionals or retirees.

If it's not clear who your customers are, go back through their emails or calls with them until it becomes clear who they are and what they're looking for from their interactions with you. Once that's done, think about how they might describe themselves (for example "mid-career professional"). Then write down some keywords that represent those characteristics—these will help when developing marketing messages later on!

What is your Ideal Customer Profile?

The ideal customer profile should be based on these factors:

  • Your target market
  • The type of business you are in
  • The type of product or service you provide

How Do you Prospect for New Customers?

There are many ways you can prospect for new customers. Some of the most popular methods include:

  • Asking for introductions from your existing clients
  • Using social media networks like Facebook and Twitter to find leads
  • Using LinkedIn to identify potential prospects in your target market
  • Working with a Customer Relationship Manager (CRM) system that allows you to store contact information and manage communication with prospects over time

How Do you Deliver Quality Leads to your Sales Team?

When it comes to generating leads and delivering them to your sales team, it’s important to create a system that works. A CRM (customer relationship management) system is a good way to organize your prospects and make sure they are accessible for everyone in the company.

It’s also critical that you keep your sales team happy. Salespeople are busy—and if they don’t have all of the information they need about their prospects at their fingertips, it can slow down their progress considerably. By creating an effective pipeline management strategy like this one from Salesforce or any other CRM software provider, you can deliver quality leads with ease

How Can you Create Outreach Emails that Convert?

When you're creating your outreach emails, make sure you personalize them with the recipient's name. This will make them seem more friendly and less spammy, which is key to winning over prospects.

Also, give a clear call to action so that your prospect knows what they should do next. If you want them to schedule a demo or fill out a form, include those links directly in the email itself so they can do it right away without having to go back through their inbox later on (and risk forgetting about it).

In addition, include an image that relates directly back to what you're discussing in the email—this helps keep readers engaged while they read through everything else that's relevant for their business needs.

It's important not only what words are used but also how they sound when spoken aloud; if something sounds too salesy or pushy when said aloud then there's probably too much of it included here already! A friendly tone goes a long way toward creating rapport between yourself and customers as well as establishing trustworthiness within your brand overall - don't forget this! You'll be surprised how many people overlook this aspect when first starting out with digital content creation; however since we're working backwards from "what do I need?" instead of forwards from "how can I write something compelling enough?"... this one was easy enough :)

How Can you Make Cold Calling More Effective?

Cold calling is one of the most daunting tasks on any salesperson's to-do list. It can be a time-consuming, frustrating experience and many companies have turned to technology as a way to improve their cold call strategies.

But what does this mean for you and your sales team? How can you make cold calling more effective and productive?

  • Use a Script: A script is an important tool in your cold calling arsenal because it spells out exactly what you will say when making calls. Using a script ensures that you stay focused on the task at hand, rather than getting off topic or talking over each other.
  • Use a Call Sheet: Call sheets contain all relevant information about your prospect (industry, address, phone number) so that when you are in front of them face-to-face during an appointment setting meeting or trade show booth presentation - everything will run smoothly!

How Many Touches Does it Take to Turn a Lead into a Prospect?

Once you’ve identified your target audience, you need to know how many touches it takes to turn that lead into a prospect. The answer depends largely on the type of lead: Cold calls are usually the most difficult because they require more time and effort than warm leads.

What's the difference between a cold lead and a warm lead?

  • Cold Leads: Someone who has not shown any interest in your product or service. This is usually someone who has been referred by an existing client or colleague but has no history with your business.
  • Warm Leads: Also known as “warm-initiated activity”—these leads have already shown some interest in what you offer (e.g., reading content about what you do). That should give you enough information to work backward and determine how many touches are needed before turning them into interested prospects!

A Sales Cadence will Help you Understand What Works and What Doesn't in your Sales Process.

A sales cadence will help you understand what works and what doesn't in your sales process. It can help you learn how many follow ups are needed to close a deal. Which communication channel helps close the deal. A sales cadence is a set of steps that your sales team follows to convert leads into customers. As with any process, it's important that everyone has a clear understanding of the steps involved so they can work together effectively.

For example, if someone on your team is struggling to qualify leads consistently or following up with prospects regularly enough, having a written guideline will help drive performance improvements by providing clarity around expectations across the board. If one person follows the steps while others don't, there could be miscommunication about what's expected from each role in order for them all to achieve their quotas.


A sales cadence can help you understand what works and what doesn't in your sales process. It can also help you decide if the people on your team are using their time efficiently, so that they're spending more time with prospects who will convert into customers. If a prospect isn't progressing through the pipeline at the right speed, then it's probably time to reassess how your salespeople are interacting with them—or even consider hiring someone who can do better!

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