Best Sales Cadence for Outbound Sales

Are you looking for the best sales cadence for outbound sales?

Having a tried and tested strategy will save you time and have you generating more new business quickly.

After reading this you’ll have a cadence you can put to use immediately!

What is a Sales Cadence?

A sales cadence is a sequential order of different outreach methods salespeople can follow to better connect with prospects.

Sales cadences are typically executed on over a fixed number of days and rely on various modes of communication — like email, phone, and social media — to help develop relationships with potential customers and close deals.

When it comes to outbound lead generation, predictability and consistency greatly increase the chances of success.

Using a sales cadence allows you to hit the prospect across multiple channels, within a given period of time, and you’ll be able to do it consistently.

This is simply the reason why many of the top salespeople choose to use them.

Most Popular Channels

– Email
– Phone
– Voicemail
– LinkedIn
– SMS Message (more appropriate for inbound prospects)
– Paid Social Ads (if used)

computer, laptop, work place

How Long Should You Wait For Sales Follow Up?

This is an important concept the grasp when creating a great outbound sales cadence.

The balance is that you don’t want to follow up too often and come across as pushy to the prospect, but at the same time waiting too long doesn’t build a sense of urgency around your solution.

You don’t want to add to the stereotype of a pesky salesperson just trying to sell at all costs. Just about all salespeople try to be the opposite of this!

Typically 48 hours is a good time to wait between your first touch point, and following up again.

You can choose to use phone, LinkedIn or email.

The key is to take a slightly different approach sop that you’re not just repeating yourself as this comes across as annoying.

Automation Software for Sales Cadence

A recommendation for a sales cadence is to use an automation software. It ensures the cadence will be followed to what has been planned.

Here is a list of automation software for sales:


Many of the solutions offer similar features and costing, so it’s best to do some research and see what suits your situation best.

Example of PersistIQ Dashboard

Advantages of A Sales Cadence


The ability to automate a Sales Cadence is a huge advantage.

We know that over 80% of sales require at least 5 follow ups to gain an outcome, and automation guarantees that this can occur.

Automation means all touch points will be delivered. No need to worry about losing track of where you are within the process. 

Another thing to point out is that automating this process frees up time to focus on other tasks.

For instance, creating a sales cadence with 100 new prospects, which is largely on auto-pilot, means these leads will come to you when they are ready. All whilst you focus on closing deals!

The automation component can be leverage to improve your overall productivity.

Ability to Measure Results

After completing a couple of cadences you can analyse the data to understand what is working well, and on the contrary, what is not. 

With the information you can begin to refine the cadence.

For example, if you are finding that your target market is more responsive through LinkedIn, perhaps you test using this channel more often to get better results. 

The reason we do this is to take a data driven approach where you continually improve, ultimately providing the very best results over time.

What are the metrics you should track?

– Deliverability
This is how many emails you sent to prospects, against how many reached their inbox. If you find your deliverability low, you may have issues with your server or perhaps you’re including too many links into your email and this is marking it as spam.

– Open Rate
Simply, how many of your sent emails were opened by the prospect. This is governed by the time you send your email and the subject line.

– Click Rate

Did you include links or marketing material? The click rate will show how many people clicked on that link. If it’s very low you may need to reconsider the placement of the link, or the way you’re selling it to the prospect. Perhaps it’s not useful to them.

– Reply Rate

Simply, how many prospects got back to you. It’s important you segment the responses into positive or negative to give more granular insight.

– Overall Lead Conversion Rate

How many leads did you start with, against how many progressed in the sales process. For example, if you start with 100 leads and 10 want to have. a conversation with you the Lead Conversion Rate is 10%. Results will depend on the quality of your list, campaign execution and industry but 10% is a number to show that the campaign has been successful.

Example of Reply Dashboard

Reach and Time Efficiency

Using a sales cadence allows you to reach FAR MORE prospects than what’s ordinarily possible because most software comes with a bulk upload feature.

Now this doesn’t mean you should upload a list of 1000 cold prospects – this approach just won’t work. Shotgun approaches are far less effective when it comes to sales cadences, than sniper approaches.

The fact still remains that using software allows you to reach more prospects than what you could manually.

For example, using a highly targeted list of 50 prospects and sending them through a sales automation software can be done within 5 minutes. The same task could take you over 1 hour to complete sending 1-by-1.

Eliminating repetitive tasks like this drastically improves the reach and efficiency of your lead generation!

Forecast Potential

This point comes back to effectively measuring your results.

If you typically create 10 new deals out of 100 leads – your lead conversion rate is 10%. Every time you run a campaign you can bank on having 10% of the total coming back to you.

This is handy when trying to manage your time.

Before starting, you’ll have an understanding of how much work you’ll need to put into lead generation to reach your monthly targets/goals.

Without the ability to forecast you may spend too much time creating a large campaign, only to find you needed half the total leads to generate enough monthly pipe.

And the same holds truth on the other side of the spectrum! You may overestimate your lead conversion rate, and find yourself having to spend double the time creating another sales cadence.

At the core, being able to forecast means you become more efficient and improves the reliability of your results.

Best Practices For A Sales Cadence

When is the Best Time to Send Emails?

It’s best to send a cold email before your prospect is tied down by their schedule throughout the day. We know that sending emails anytime between 10am-4pm the rates of reply are drastically reduced. 

In 2014 Yesware conducted a comprehensive study which concluded the best time to send cold email was between 6am-8am, and after 8pm. 

It was shown that the reply rate increased by as much as 45% during these times! 

Now it’s important to note, these times should be fine tuned to suit your target market. You are much more likely to get a response from a CEO when sending at 6am, in comparison to a Marketing Manager who probably has not started their day yet.

We have found that the best format is to alternate between the morning and late evening. This also has the effect of emulating a human sending the email, rather than a software that is automating the process and sending at the exact same time at every touch point. 

For example, sending at 8am in the morning makes it seem as if you are on your morning commute to work and you genuinely thought of the prospect before sending the email through.  Click here to see how we have used this approach in the past.  

It is this human element that grants the best results through your Sales Cadence.

Use Different Channels

In today’s world the modern salesperson has many options to get in contact with prospects.

Where phone and letters used to be the two available channels, the internet has opened up more personal, quick and productive means of getting your message across.

The challenge with so many more channels is knowing how to integrate them all effectively, and also when to do it!

Phone and email are always at the core of a great sales cadence.

They are both familiar forms of communication, and in the case of phone, it has the highest level of influence out of any sales outreach methods.

Newer selling channels like LinkedIn can be leveraged to give a more social aspect to your communication.

Cold outreach comparison

Highlight Different Value Propositions

Most software or digital oriented solutions will hit value propositions across different parts of a prospect’s business.

When making a campaign you don’t always know what will resonate most with the prospect, and often it’s a thought to add all your benefits into 1 email.

This is not a recommendation…

It dilutes the message and makes the content harder to read.

Rather than sifting through what you have written, the prospect will just skip your email. Remember these people are extremely busy.

You need to capture their attention by hitting a pain point they are currently experiencing.

How can you do this?

Step 1 – List All Value Propositions and Challenges Your Product Solves
Step 2- Sort The Most Relevant to Your Prospect
Step 3 – Add the Top 3 Value Propositions Into Your Campaign

Pro Tips

1. When adding the value propositions do this across 3-4 touch points.

2. Highlight the benefit and give some tangible results i.e metric increases or a time frame for completion.

Give Case Studies and Customer Stories

The last best practice to integrate into your sales cadence is including customer stories.

This is an important piece of the puzzle because it cuts through all the noise and proves how your solution really works. It backs up the claims you are giving in the email.

When using customer stories, try and tie the story back to achieving ROI for the client.

If you include a customer story within the same industry as the prospect you’re targeting this makes it very clear as to why they should commit to learning more about your solution.

Typically it’s best to share a customer story at touchpoint 2 or 3 – at this point the prospect knows your company and general value proposition and a case study won’t seem out of the ordinary to send across.

At the core, using customer stories give your cadence credibility and make your value propositions believable. Always aim to use one that is similar the to businesses you’re targeting to get the best results.

Use a Break-up Email To Close it Off

If you’re not hearing back from the prospect, don’t be afraid of using a break up email.

It may seem counter-intuitive, but taking the opportunity away builds a sense of urgency around your offering and can often result in a reply.

Always state that you see value in your solution for the prospect’s business, but make it clear you won’t be following up anymore.

It’s human nature to chase what we can’t have – the break up email plays on this!

If you do this, really stick to it! Don’t follow up again for at least a few months to ensure you follow through on your actions.

Game Plan and Execution of Cadence

Here is the template on how to execute on the best outbound sales cadence.

Day Number Touch PointTime of DayStrategy
1First Email 8am Open with your value proposition and clear call to action (CTA).
3Second Email or message on LinkedIn8:30am /
Do not add anymore ideas into this email, only use
it to follow up the original email.
Connect on LinkedIn.
4Call8:30am-9amThe next below 3 touch points are an effort to discuss
the proposition you set in Email 1 on the phone. Try a
combination of mobile, office phone and general business number.
5Video Email8:30am-9amHighlight key ideas and have a CTA to discuss in more detail.
7Call 4pm
12Email 3 7pm-8pmAdd another value proposition/challenge you can fit
that is relevant to the business
14LinkedIn InMail/Message
LinkedIn Profile View
Later that day
Send a relevant case study that goes into more detail about
a challenge or value proposition you referenced earlier in your emails.
18Email 4
Email to get a gauge on where they sit.
20Break Up Email7pmBreak up email

Key Points to Remember

– Use different channels and times of sending to increase the delivery of your message.

– Plan the cadence out before executing to improve message consistency, i.e when and what will be sent in each touchpoint.

– Wait 48 hours before following up between touchpoint 1 and 2. Vary the time between each sequential touchpoint.

– Use an automation software to increase reach and overall success.

– Highlight different value propositions throughout the cadence to vary the messaging and increase the likelihood of a response.

– Don’t be afraid of walking away from the opportunity, but leave the door open with a great break-up email.

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