Mastering Outbound Cadence: A Step-by-Step Guide
Outbound sales can be a challenging yet rewarding endeavor. The key to success lies in a well-structured and effective cadence. Here, I present my best outbound cadence, broken down step by step, along with the tools you can use to optimize each step.
The Cadence:
Day 1: LinkedIn Connection Request, Email (New Thread), Cold Call
LinkedIn Connection Request: Send a connection request on LinkedIn without adding a message. This creates a non-intrusive entry point.
Email (New Thread): Initiate contact with a well-crafted email. Use tools like Lavender AI to enhance your email's effectiveness with data-driven insights.
Cold Call: Make an introductory cold call. Tools like Clay can help you gather relevant data about your prospect to personalize your pitch.
Day 3: LinkedIn Message (Helpful Resource), Email (Reply), Cold Call
LinkedIn Message: Share a helpful resource related to the prospect's industry or interests. This establishes value and builds rapport.
Email (Reply): Follow up on your initial email, addressing any potential concerns or questions.
Cold Call: Reinforce your message with another cold call, aiming to build familiarity.
Day 4: Cold Call
Cold Call: Continue your outreach with another call. Persistence is key in outbound sales.
Day 5: LinkedIn Message (Voice Note)
LinkedIn Message (Voice Note): Send a personalized voice note via LinkedIn. This adds a human touch and makes your outreach stand out.
Day 8: LinkedIn Message, Email (New Thread), Cold Call
LinkedIn Message: Send a follow-up message on LinkedIn, perhaps referencing your previous voice note.
Email (New Thread): Start a new email thread with a fresh subject line to reignite interest.
Cold Call: Make another cold call to keep your outreach top of mind.
Day 9: Email (Reply) and Cold Call
Email (Reply): Follow up on the new email thread, providing additional value or addressing objections.
Cold Call: Continue your cold calling efforts, maintaining consistency and persistence.
Day 11: Cold Call
Cold Call: Conclude your cadence with a final cold call, making one last push to secure a meeting or a response.
Summary:
14 Steps Over 11 Days: This cadence ensures consistent and varied touchpoints.
4 Emails: Two threads with one main email and one reply email each, striking a balance between persistence and value.
6 Cold Calls: The highest converting channel, emphasizing the importance of direct, verbal communication.
3 LinkedIn Messages: All focused on providing value, including a voice note to personalize your outreach.
Tools to Enhance Your Outbound Cadence:
Lavender AI: Use Lavender AI to optimize your email content. This tool offers real-time feedback on your emails, helping you improve subject lines, body text, and overall effectiveness. With Lavender, you can ensure your emails are engaging, concise, and impactful.
Clay: Clay is a powerful tool for personalizing your outreach. It integrates with various data sources to provide rich insights into your prospects. Use Clay to gather information on your target audience, personalize your messages, and track engagement.
LinkedIn Sales Navigator: Leverage LinkedIn Sales Navigator to identify and connect with prospects. Use its advanced search capabilities to find decision-makers and influencers within your target accounts.
CRM Tools: Integrate your cadence into your CRM system (e.g., Salesforce, HubSpot) to track interactions, manage follow-ups, and ensure no prospect falls through the cracks.
What Would You Change?
Outbound cadences are not one-size-fits-all. What works for one industry or target audience may not work for another. Consider the following adjustments based on your specific needs:
Frequency Adjustments: Depending on the responsiveness of your prospects, you may need to increase or decrease the frequency of touchpoints.
Channel Variations: Experiment with additional channels such as social media DMs, video messages, or direct mail to see what resonates best with your audience.
Message Personalization: Continuously refine your messaging based on the feedback and responses you receive. Personalization is key to standing out in a crowded inbox or LinkedIn feed.
In conclusion, a well-structured outbound cadence is crucial for successful prospecting. By leveraging the right tools and consistently optimizing your approach, you can maximize your chances of converting prospects into loyal customers. Happy selling!