What A Sales Cadence Is And Why You Need One

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What A Sales Cadence Is And Why You Need One

Editor’s note: This post was originally published on 12/22/17 and has been updated for accuracy and comprehension.

What Is A Sales Cadence?

A sequence of sales activities that a salesperson follows to move leads through the pipeline.

I’m a salesperson to my core – from the psychology of overcoming objections to building effective sales systems. 

Give me a CRM, email and a cell phone, and I’ll feel like a kid in a candy store.

excited gif

Our sales process has evolved over the years, thank goodness. 

When I started Flight Media, our sales process was pretty simple. Add leads to CRM. Email leads a few times. Call occasionally.

But fast-forward a few years, and I realized that to grow revenue predictably, we needed to add another component to our sales process.

Enter: The Sales Cadence.

Most salespeople have either never heard of a sales cadence or don’t fully understand WHY they need it.

In this post, I’m going to break down what a sales cadence is, why you need them, and how to track them. 

And then I’ll give a few examples of how we use sales cadences to close deals – left and right.

What Is A Sales Cadence?

A sales cadence is simply a sequence of sales activities that you follow for certain leads.

For example, if you offer a free consultation on your website and someone fills out the form, the cadence is the list of things you do to reach the final stage: scheduling the first meeting.

It might look something like this:

  • Day 1: Send “Book a Time” email and call the lead to try and book an appointment.
  • Day 2: Connect with the lead on LinkedIn and endorse them for their skills.
  • Day 3: Send “I Didn’t Hear From You” email.
  • Day 4: Call.
  • Day 5: Send “Breakup” email and message on LinkedIn.

If the lead responds on Day 2, then you no longer need to continue the cadence, because they’ve already booked the meeting or they told you “I’m not interested.”

Just like a drummer keeps a beat for a band, a sales cadence will keep a steady beat for your sales pipeline.

drummer gif

The Elements Of A Good Cadence

A sales cadence typically includes three different touchpoints: Email, Social Media and Calls/Voicemails.


The cadence you develop for different sales pipelines may differ, but it should always include a combination of these three forms of communication.

Why You Need A Sales Cadence

If you want to scale your business, having effective systems in place for every department is vital.

Just like your products are created the same way or your services are delivered the same way, your sales process should follow suit.

Having a cadence does two very important things:

  1. It creates predictable revenue. You only receive so many referrals and inbound leads each month. Having a sales cadence for target accounts (people or companies you would like to be your customer) will allow you to intentionally pursue new business systematically.
  2. It provides a framework for your salespeople to follow. It eliminates the “free-for-all” mentality. Everyone follows a proven cadence that will guarantee you more deals closed and your salespeople more commissions earned.

Chances are, your business has a slow season. (So does ours.)

Having proper sales cadences in place can help you gain momentum in your slow season and mitigate lost revenue.

Quick story:

Every year, December is a super-slow month for us. However, by the third year we were in business, we were prepared.

We ramped up our target accounts’ sales cadence (more on this later) and closed nearly $100,000 in new business in a matter of 45 days.

Needless to say, it was an unbelievably profitable December.

How To Track Each Cadence

By now, you probably realize how valuable sales cadences are and that you need them.

But what if you have a 10-day sales cadence and you put 10 people/day into it?

That’s a TON of steps to track! 

Unless you have a good system for keeping track of where each person is in your cadence.

example sales cadence

Sure, you can technically track where each lead is in your cadence inside a spreadsheet, but that will quickly become a nightmare.

To track efficiently, we highly recommend you use a CRM.

A good CRM will allow you to attach dollar amounts to each lead, take notes on them, track their stage in your pipeline, etc. At Flight Media, we use Hubspot.

Final Thoughts

Get on the right track with a sales cadence. We’re happy to help you develop your own sales cadence and finally get your sales activities on the right, predictable track. 

Why Do You Need A Sales Cadence?

  • It creates predictable revenue.
  • It provides a framework for your salespeople to follow.

TO Lead Magnet

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Josh Coffy

Josh has an exhaustive understanding of technology and a creative marketing approach that drives client results. In his free time, Josh does CrossFit and travels with his wife.