Contrary to what you might imagine, customers do want to talk to salespeople before purchasing a solution. After all, this is how they learn more about the company. And one of the best ways to deliver this is by creating a sales cadence flow.
In short, this strategy uses sequences of approaches to bring the sales team closer to prospects. This way, they are naturally guided into the sales funnel, increasing conversion rates.
Don't you still use this tactic in your business? So keep reading to understand its advantages and check out a simple step-by-step guide, with tool tips for cadence flow, to create one that suits your company!
What is cadence flow in sales?
Um cadence flow in sales is a sequence of pre-defined approaches made by salespeople during the customer journey. Interactions use different contact channels — such as email, WhatsApp, visits, etc. — to increase the chances of a lead becoming a brand consumer.
This process serves to increase the effectiveness of sales strategies and direct interaction with consumers. Therefore, it must be very detailed. Furthermore, a good cadence flow is made up of several elements, such as:
- number of interactions — or attempts;
- contact channels;
- interval between approaches;
- flow duration.
There is no guide that accurately defines each of these items. In fact, they depend on the company's customer profile, company objectives and even contact points.
Practical example of cadence flow for inspiration
This example of a cadence flow starts on day 1, with attempts to contact you via phone and email to introduce the company. Once this is done, spend a day without making any approach and, on the third day, call the prospect again.
On the fifth day, repeat the process done in the first approach. On the seventh day, call the prospect again and send a message via another channel, such as WhatsApp. On the tenth and final day, send more messages and call about the company's solutions.
It is worth noting that this order is not fixed. Therefore, you must diversify your approach methods and adapt them to the reality of your business.
Because there are customers who do not like to be contacted through a certain channel or at certain times and this must be considered.
What are the advantages of the cadence flow in sales?
Having a good sales cadence flow can represent the success of your sales team. You understand the reasons for this below!
1. Increases sales
One of the advantages of cadence flow is increased sales. This happens because this strategy allows you to make better use of leads, guiding them appropriately through the sales funnel and, as a consequence, increasing conversions.
2. Increases productivity
A well-oriented sales team is more productive, do you agree? In this case, the sales cadence flow serves to organize the tasks necessary to transform a lead into a customer.
This is because salespeople are not lost, not knowing how or when to contact a prospect. In fact, they have access to a kind of guide, which guides the entire sales process.
3. Improves customer relationships
Finally, this strategy improves relationships with consumers. After all, with it the sales team maintains frequent contact with prospects, who feel more valued and heard by the brand.
How to create a sales cadence flow?
Are you excited to use this strategy in your business? Then today is your lucky day, because we have a simple step-by-step guide to follow. Just continue reading to check it out!
1. Profile customers
The first step is to draw the customer profile. In other words, discover who they are, what services they consume, which contact channels they prefer to use, etc.
This step is crucial, as it guides the entire creation of the sales cadence flow, helping to identify how to approach them to obtain the best results.
To better understand, the sequence of approaches for managing a small B2B company is different from that for a large company.
The second requires more personalization and direct contact with sellers, as they receive a multitude of proposals daily and, therefore, the manager takes more time to decide.
2. Define the number and frequency of approaches
After analyzing the customer profile, define the ideal number and frequency of approaches for each one. This information can be acquired by studying previous contacts to find out how many are needed to close a sale.
Remember: excessive approaches scare away prospects and not getting in touch for a long time can make them forget that your company exists. Therefore, the ideal is to have balance.
3. Choose contact channels
Choosing the right channels for contact is also part of creating this strategy. To do this, consider the profile of each client to determine the best points of approach.
Especially because, getting in touch through a channel that the prospect does not like to receive commercial proposals — such as WhatsApp — can lead to the entire process being lost.
4. Create itineraries
The fourth tip is to create scripts for approaches. That is, establishing what needs to be said in each contact, tone of voice, size of messages, etc.
This process makes the work of salespeople easier, as they have access to a manual on what to do and control the quality of the cadence flow.
5. Use the right tools
The last step is knowing how to choose the correct tools to create an assertive sales cadence flow. Keep in mind that they should make the job easier.
Just to give an example, a good sales CRM is useful for analyzing information about customers. A system for automatically triggering emails saves time in everyday life.
Both automate repetitive processes, allowing salespeople to focus on the most important activities. Now, don't forget to put everything you learned here into practice and optimize your business results!
This article was written by Júlio Paulillo, Co-founder and CEO of Agendor, CRM platform for sales teams, which acts as a personal assistant to optimize the entire management process.
