definitive guide to cadence
TRANSCRIPT
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Follow up statistics..
• Average # calls per lead = 3.
• Average # emails per lead = 2
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Cadence is a follow up process that uses series of interaction using different channels like
phone/email/voiceblast/what'sapp.
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Communication methods customers are more likely to respond...
• Email is high.
• Mobile phone based calls is high.
• Land phone based calls are medium but decreasing.
• What's app messages is very high.
• Voiceblast is low but huge potential.
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A winning cadence...
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What's app/voice
blast.
Phone call/voice
blast.
Passive Active
Emails Sms
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No Such Thing As A One Size Fits All Cadence
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Variables to decide cadence.
• Telecaller/ Closer: role wise.
• Transactional : high dialling, short sales cycle, deal size is not too big. Will be aggressive with more touches in less time frame.
• Relational: Higher deal size. It will be longer cadence strategy.
• Lead generation/ Inbound lead handling/ customer success.
• Lead source.
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Phone calls.
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Top calling best practices..• I call when it is best days to call.
• I call at the best times to call.
• Use mobile number to call.
• Choose a spacing of calls from 1-3 days or 3-10 days depending on your product category and lead source.
• Try calling 5 to 10 times. 9
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Calling cadence by lead stage.
• Relational outbound 6 calls.
• Transactional inbound : 10 calls.
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Intelligent Dialer
• Helps you to do click to call.
• Automate admin job.
• Increase the effort of sales people.
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Voiceblast.
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How many voice blast in your cadence?
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Is voice blast dead? Or it's not been done
rightly.
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The goals of voice blast.First voice blast objective:
• Get a call back and advance the sales call.
• Make the prospect more likely to take your next call.
Follow up voice blast objective:
• Advance the sales.
• Be persistent without being irritating.
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What are the some of the best practices for voice
blast?
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Top voice blast best practices.
• Use context / research.
• Personalise .
• Should be of max. 18 secs
• Use automation.
• Be consistent.
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• Provide just enough information and too much.
• Be different than others.
• Reference earlier communication.
• Be enthusiastic and moody.
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Best practices for voice blast.
• Use context/research : use information gathered in over web research or inbound inquiry.keep it short to 20 secs.
• Repeat your contact details: leave your name and number twice slowly so that someone could write it down.
• Personalise the message: use the prospect name two times in the message.
• Use automation: sales reps have a lot to do. Use the mix of pre-recorded and personalised voice blast.
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• Be consistent : The magic number of voice blast is three. Create a cadence and find a way to spread three voice blast into over 10 days or 30 days period.
• Provide just enough information: only disclose enough information to get a call back.Don't give your whole sales pitch.
• Be different : Don't start with your name and company name. It's a sure sign of a sales person. Rather end with that information.
• Reference other communication: Reference other forms of communication such as voice blast referencing an email.
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Useful voice blast.• Referral.
• Context.
• Value proposition.
• Pain elimination.
• Case study.
• Offer.
• Congratulations.
• Humor/ Funny.
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Voice blast cadence by lead stage.
Relational outbound:
• Research.
• Pain Elimination.
• Humor/Funny.
• Referral.
Transactional Inbound:
• Context.
• Context with case study.
• Value proposition.
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Voice blast cadence plan • Is your transactional or relational ?
• Do you want to have 3 touches or 2 touches?
• Isn't it that voice blast be contextual with case study and value propositional for transactional? May we get more idea from you?
• Should not it be research report or media report or humour or testimonial for outbound? May I get more idea from you.
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Alliance VB.
• Record human like messages on the go.
• Automate voice blast drop.
• Get it personalised.
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Email.
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I will like to know how many emails do you
include in your cadence?
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Use the best practices of emails for subject/
opening/body/closing.
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Top email tips• Send early morning or late afternoon.
• Use templates and A/B test.
• Use one link or attachment.
• Shorter emails the better.
• Send 3-6 emails in your cadence strategy.
• Choose a spacing of emails from 1-3 days or 3-10days depending on lead stage.
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Top email strategies.
• Referral
• Research.
• Context.
• Value proposition.
• Pain elimination.
• Case study.
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• Humor/ Funny.
• Competition.
• Offer.
• Industry information.
• Advice.
• Aspirational Goals.
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Structuring email cadence plan.
• Are your customers on email?
• Is your follow up relational or transactional role?
• Is it for outbound leads or inbound leads?
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Cadence.
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Three options for cadence.
• Fully automated.
• Semi automated mixed with manual.
• Fully manual.
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6x3x3x3. Sample Cadence.
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Show email templates creation and storage.
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Best practices cadence principles.
• Always end with VB, Email and Call.
• Transactional should be around 3weeks.
• Relational should be around 60 days.
• Relational includes more email & social activity.
• Spacing of activity is less for transactional and more for relational.
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How do you ensure adherence to a cadence?
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• Crm reporting.
• Print outs.
• Dial, voice blast and email count fields.
• Activity history.
• Custom field.
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What if you could measure
skipped action ?
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How well the team is following up?
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On what percentage the follow up is on schedule?
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Sudip samaddar. Head of Marketing.
Ensembler.
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