Master the Perfect Sales Cadence: Secrets They Don’t Tell You

In the fast-paced world of enterprise B2B sales, there’s one topic that sparks endless debate: sales cadence. When it comes to timing, frequency, and which channels to use, everyone seems to have a different opinion. But is there really a one-size-fits-all approach? Or is the “perfect” sales cadence a myth, something that varies from industry to industry, even deal to deal?

Today, we’re diving deep into the science behind sales cadence. We’ll sift through the stats, dissect the most effective strategies, and help you refine your approach.

@mckenah.elizabeth

Replying to @StellaSharp my thoughts on automated email sequences for b2b sales people #emailsequences #salesoutreach #accountexecutive #salestips

Timing: The Myth of the Perfect Moment

One of the biggest myths in sales is that there's a perfect time to reach out. Some swear by early mornings, while others bet on afternoons or even late evenings. But can there really be a universally optimal time?

Breaking Down the Timing Myth

The truth is, the “best” time depends largely on your target audience. A study by HubSpot found that emails sent between 10 AM and 12 PM on Tuesdays tend to have the highest open rates across various industries. However, that same study pointed out that the difference in open rates between the “best” and “worst” times was often minimal—sometimes as low as a few percentage points.

But let’s consider the InsideSales.com study, which found that the best time to make a sales call is between 4 PM and 5 PM. The reasoning? Prospects are wrapping up their day, and they're more likely to have a few moments to talk. Conversely, the worst times to call were found to be between 11 AM and 2 PM, when people are typically busy with meetings or lunch.

While these studies provide valuable insights, they also highlight a key point: your timing strategy should be tailored to your specific audience and industry. A financial services executive might respond better in the morning, while a tech startup founder might be more reachable in the late afternoon.

Timing Tips to Test

If you’re still hunting for the perfect timing strategy, here are a few tactics you can try:

- A/B Testing: Run A/B tests on your outreach to identify the times that yield the highest response rates. Try different times on different days and analyze the results.

- Industry-Specific Research: Look for studies or reports specific to your industry that offer insights into the best times to reach out.

- Ask Your Prospects: If you’re in the early stages of a relationship, simply ask your prospects when they prefer to be contacted. It’s a small step that can lead to big gains in your outreach effectiveness.

Frequency: The Balance Between Persistence and Annoyance

Another hot topic in sales cadence is frequency. How often should you reach out before you’re considered a nuisance? The line between persistence and annoyance is thin, and crossing it can cost you a deal.