GlossarySales Cadence

What is a Sales Cadence?

A sales cadence is a sequence of sales activities or outreach methods that members on sales teams can use to create and nurture relationships with leads, so that they can ultimately encourage their prospects to take concrete steps towards becoming buyers. Sales cadences, as their names suggest, have a rhythm to them, and they unfold over time.

The sales cadence is a selling strategy used by sales teams of all sizes and at all types of companies. Teams rely on sales cadences because they spread the sales process out into several strategic intervals. These intervals ensure you stay top of mind for a potential buyer—but that you don’t overwhelm or annoy a lead with your persistence. If you’ve been wondering, what is sales cadence? It can help to know that a sales cadence doesn’t just involve scheduled phone calls or emails. The entire process can take place over various types of selling technology or platforms, including:

  • Social media networks
  • Phone calls
  • Text messages
  • Emails
  • Videos
  • And more.

Not only does a sales cadence allow reps to be more productive but it also allows for managers and reps to test messaging and touchpoints to determine which are most effective for prospecting. For example, sales teams can tell whether leads are most likely to respond to phone calls or emails, whether they’re most likely to buy after a social media message or a text message, and whether most buy after 3 points of contact, or they need at least 5. As a sales team member uses a sales cadence, they can continuously refine it, get more effective at selling, and sell more.

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