- Posted by Randy Hendriks
- On April 11, 2019
- 0 Comments
As we work with startups and growing companies that are looking to formalize their B2B sales processes, one area we focus on early in the engagement is establishing a sales cadence. This refers to the structured and systematic way that you are reaching out to your prospects with a consistent frequency. To do so, you’ll need a CRM system to track companies, contacts and activities. If you’re not using anything right now, start with Hubspot.
While some experts maintain you need at least 10-15 “touches” to get to a sales call, Carlos Montiero in his Hubspot article notes that he needed an average of 46 touches to secure sales calls with eleven of the biggest ecommerce companies in the world. That’s a lot of touching!
What’s in a Touch?
While 46 touches may seem impossible to attain, remember that a touch can be anything from a social media follow, retweet, like, phone call, text message, voicemail, email, InMail, or any other way you can “engage” your prospect and build familiarity.
Early in the process focus on developing a better understanding of your prospect’s world, starting with checking out their LinkedIn profile, following them, and commenting on social media posts.
From there, move to consistent daily engagement, across multiple platforms, especially when you have not yet identified your prospect’s preferred mode of communication. Hootsuite is a great tool to help you do social listening , as you can track people and topics of interest. Moving from listening to action, a multi-channel approach should follow a sequential order, moving towards more direct engagement over time.
Scheduling your Sales Cadence
While there are many “examples” to choose from, here’s an abbreviated version of the one in Montiero’s blog post below:
Day 1: Develop a deeper understanding of your prospect’s world, what they like and share, where they’re active online, and what they care about. Follow them on LinkedIn, Twitter, Instagram, and/or Facebook.
Day 2: Send a personalized InMail via LinkedIn, building familiarity.
Day 4: Send a short email.
Day 5: Make a call in the morning.
Day 6: Send a second email.
Day 7: Share an article and tag your prospect, repeating several times to stay top of mind.
Day 8: Make a call in the afternoon.
Day 9: Nudge your prospect on LinkedIn (tag them in a post, answer a question they’ve posted, respond to their comment in a group, etc.)
Day 10: Call and leave a voicemail.
Day 11: Have your director send an email.
Day 12: Call or send an email.
Day 14: Place contact in ‘keep warm’ drip campaign and identify another contact at the company.
Other Tips and Tricks:
-Send your prospect a research paper, article, or other documentation you’ve written asking for their feedback.
-You can make multiple touches in the same day, from sending an email, commenting on a post, calling and leaving a voicemail over an eight-hour period.
-Segment your targets into tiers. One of my clients has three tiers of targets, with larger targets getting more attention.
-There is plenty of differing opinions as to the best time of day, and day of the week to make calls and send emails. Freshworks suggests afternoons between 2 and 4 p.m. I prefer mornings between 8:30 and 9 a.m. Most importantly, mix it up; from early in the morning to evenings, outside of regular business hours. You may be able to avoid gate-keepers.
While in the midst of the sales cadence, my most important piece of advice to you is to pay attention to triggers. If someone has clicked on an email link, or has multiple email opens, they should be considered a warm lead, and require more direct attention, including further phone calls and emails.
With a process in place, you’ll be able to analyze what works and what doesn’t and may begin to draw some conclusions as to best practices in your particular niche or industry. If you’re looking for help with your B2B sales cadence or other aspects of your sales and marketing strategy consider speaking to us at VA Partners, and check out further resources available through our other blog postings and white papers.