Sales Cadence Flow: Optimize your relationship with prospects and convert more!


Did you know that, according to surveys, buyers do want to hear from reps when they are looking for opportunities to improve their business (71%) or trying to solve a problem (62%)? Knowing information like this is critical to building a coherent sales cadence flow.

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By the way, do you know what sales cadence flow is? It is a set of techniques and approaches designed in the form of a chain, with the objective of leading prospects in the sales process. For this reason, knowing the customer’s habits is essential. After all, it allows you to create realistic flows with real conversion potential.

In this article, we’ll talk in detail about what a sales cadence flow is, advantages of adopting the tool and 5 essential steps to create yours.

Good reading!

What is cadence flow in sales?

Cadence flow in sales is the name given to the set of approaches taken during the customer journey in order to increase the chances of contracting the prospect. 

These approaches are, therefore, based on several interaction possibilities (telephone, email, Whatsapp, face-to-face visits, etc.), and organized in a coordinated and coherent manner with each persona’s journey.

It is important to keep in mind that the more detailed and coordinated the sales cadence flow, the better the performance of the sales team along the sales funnel.

Basically, we can say that, in essence, the cadence flow deals with:

  • the timing of approaching the prospect;
  • the way of approach;
  • And the intensity of approaches and follow-ups.

Why does your company need to structure a cadence flow in the sales process?

It’s not hard to understand how beneficial a well-structured sales cadence flow can be, is it? The truth is that, especially in the commercial segment, organizing routines and creating well-tailored processes can be the recipe for success to convert more and captivate customers.

Below, we list some of the benefits found by companies that use cadence flow in the sales process.

1. Productivity a thousand

The organization of processes is one of the greatest allies of the commercial sector. This is because we have a routine full of dynamism, deadlines and tasks that cannot be left out — as they directly impact business results.

In a turbulent scenario like this, having a well-designed sales cadence flow can be decisive. Just imagine: a sales department, with different prospects at different stages of the buying journey, and lost salespeople, spending far more time than is acceptable figuring out how to target each approach. This is a picture of a commercial area without a flow of cadence.

Those who adopt the tool, however, reap other results. Having a chain of conditional actions helps guide approaches with more assertiveness and, above all, stimulates productivity. That’s because the flow helps save time and objectively directs the team’s next steps.

2. Results-oriented sales team

If conversion and customer delight are two major objectives of a customer-centric sales team, the flow of sales cadence is a sure way to guide the team towards results.

Objectively, the cadence flow in sales helps to define tasks, such as:

  • who to talk to;
  • when to speak;
  • how many times a day to interact;
  • using which tools;
  • With what time span.

3. Leads well used

It is quite common that lead management is one of the biggest problems in companies that do not organize their routines. This can occur when the sales team is not organized to know when to approach each lead, and even when the contact should be maintained.

Without structuring sales cadence flows, many leads are wasted as they are abandoned before their time.

4. More conversions

Finally, of course, we couldn’t stop talking about the impact of the flow of sales on conversions.

Organizing sales approach techniques helps you leverage prospects and leads, pushing them to the bottom of the sales funnel in an assertive way.

And the result can’t be different: better performance!

How to structure your sales cadence flow?

Now that you know the importance of cadence flow in sales, you certainly can’t wait to apply it to your routine, right?

Well then, get ready! Below, you can check 5 essential steps to structure a flow relevant to the reality of your business.

1. Design your personas, appoint decision-makers

The first step in structuring a sales cadence flow is to get to know the business personas. Who is the company’s ideal customer? What is the profile of the prospect with the greatest chance of converting into a qualified lead?

In addition, it is very important to understand the customer and determine, as soon as possible, who are the decision-makers in the business. That way, it’s easier to create relevant approaches with greater conversion potential.

See below how creating a persona works in practice: 

2. Choose the appropriate channels for the approach

With the personas defined, it’s time to think about the best approaches. For each persona or decision-maker, list the best contact channels. Some possibilities are:

  • email;
  • telephone;
  • face-to-face meeting;
  • Whastapp;
  • video call;
  • social networks;
  • online chat;
  • Etc.

3. Carefully assess the information conveyed at each point of contact

With the list of contact types in place, it’s time to move on to the more strategic part of creating the sales cadence flow. It’s time to align the sales pitch and the information conveyed at each touchpoint in the process.

Some valuable secrets for defining the best way to communicate with the customer are:

  • adapt the sales pitch to the customer’s reality;
  • Do not give too much information. Save key information for decisive moments;
  • Remain available to listen and adapt the approach to the customer’s demands.

4. Create a realistic follow-up

Throughout the process of creating the sales cadence stream, you will feel the need to develop a continuity plan for the approach.

In the commercial scenario, this continuity plan is called follow up, which is also considered one of the strategic points of the cadence flow.

This is because each type of customer must be guided by a different follow-up routine. Companies with a longer decisive chain demand a follow-up of more spaced contacts — since the information will have to travel longer paths until reaching the decision-maker. On the other hand, surveys carried out directly with decision-makers may demand a closer follow-up, with calls and contacts in shorter periods.

Also take the opportunity to check out this presentation, developed by the Agendor team, on how to make effective follow-ups in a practical way: 

5. Develop supporting scripts

Finally, we must include the importance of the sales script to conduct contacts. Scripts are a kind of script that guides salespeople’s approach, making them sure about the sales arguments used.

But pay attention!

In an increasingly humanized world, the script loses its strength as an absolute guide and starts to appear only as a support in contact. The ability to adapt and improvise takes place as the salesperson listens to and absorbs the demands of the potential customer.

Need to accelerate results?

Creating a sales cadence stream may be just what your business needs to drive customer contacts and convert even more.

Remember that, to maximize the results of the flow of sales, it is worth using it in parallel with a CRM. The Customer Relationship Management software helps to integrate the sectors of the sales force and follow the entire customer journey.

Want to learn more about the magnificent world of CRM?