Cadence is the flow of contacts with a prospect or a lead aiming at conversion.
Example of a prospect conversion cadence:
- Day 01: Connection with product presentation approach
- Day 02: Product Presentation Email
- Day 05: Follow-up e-mail with product usage tips
- Day 10: Follow-up e-mail with additional benefits
- Day 15: Follow-up e-mail with additional product offers
This is a linear cadence that is only interrupted when the prospect replies.
Something to consider in a cadence is its deadline.
A cadence can last 12 days or 12 months, for example. This timeframe depends on the size of the market to be addressed.
A list with 5,000 prospects should be submitted at a fairly short cadence, say 10 days.
In 10 days, any prospect should get a positive, negative, or even silence (which in this case is a negative). Once the 10-day period expires, he must be removed from the list.
On the other hand, a list with the 100 largest construction companies to be prospected should be submitted to a cadence of 6 months, for example. During these 6 months there may be 40 or 50 points of contact.
Assemble the scripts and organize them into a well-defined cadence of what is spoken, written, and when.
Set the contact volume and deadline according to the size of the prospecting list.
