One of the most important features of Salesforce’s High Velocity Sales package is the “Sales Cadence” feature. In today’s post, we are going to take a deeper look into Sales Cadences, what’s possible in your cadence, and how it helps increase rep productivity and prioritize their tasks.
For reps who only manage a handful of leads, the Sales Cadence feature may not be quite as relevant. Whereas those reps who are assigned a larger amount of leads, will find Sales Cadences as a lifesaver. Most sales managers don’t want their reps focusing too much of their time tracking where each prospect is in the outreach process. Figuring out next steps for each prospect by looking at their Activity Timeline just doesn’t scale. With Sales Cadences, you can configure several different outreach playbooks to assign to your new leads easily & quickly. Once enabled, your reps will no longer need to spend time figuring out which reps need immediate attention, as the assigned Cadence will tell them that automatically.
Reps will start their day opening up their Work Queue, which is a prioritized list off all the tasks that are pending based off of where a lead is in their cadence. Some leads may be due for a follow-up email, while others need to be contacted via a direct call. All of these tasks are listed in the Work Queue.
Now that you have the tools to build out a Sales Cadence, the team needs to identify the best sales approach to apply to the cadence. Here are some examples of how Sales Cadences can be listed out:
Contacts at Strategic Accounts
For your most important accounts, consider calling every two days.
1. 1.Call
2. Wait 2 days
3. Call
4. Wait 2 days
5. Call
6. Repeat
Contacts at High Priority Accounts
For your important but not your most important accounts, consider calling every 25 days.
1. Call
2. Wait 25 days
3. Call
4. Repeat
Contacts at Average Accounts
For your medium to low-priority accounts, consider calling every 50 days.
1. Call
2. Wait 50 days
3. Call
4. Repeat
Leads with High Lead Score
Leads that Einstein Lead Scoring found have a high likelihood of converting get higher lead scores. For these leads, consider a more aggressive outreach.
1. Call
2. Wait 2 hours
3. Call a second time. If the lead doesn’t answer, leave a voicemail and send an email.
4. Wait 2 days
5. Call
6. Wait 2 days
7. Call. If the lead doesn’t answer, leave a voicemail and send an email.
8. Wait 2 days
9. Call
10. Wait 2 days
11. Call
Repeat until the target is reached or the lead score falls below your chosen threshold for well-qualified leads.
Leads with Low Lead Scores
For leads that Einstein Lead Scoring found have a lower likelihood of converting, consider a less intensive outreach.
1. Call
2. Wait 2 hours
3. Call a second time. If the lead doesn’t answer, leave a voicemail and send an email.
4. Wait 2 days
5. Call
6. Wait 4 days
7. Call. If the lead doesn’t answer, leave a voicemail and send an email.
Here is a sample image of how the Cadence would look built out in Salesforce. As you can see, its interface allows you to easily add/remove/modify additional steps within the process:
