Contact cadence is a predetermined sequence of attempts to reach a prospect – how many times, through which channels and at what intervals. Most companies have the problem that they do not get back in touch after the first unsuccessful attempt or after sending an offer, even though it is precisely repeated contact that closes a significant share of deals. A sensible cadence alternates channels, phone, email and possibly a message on a professional network, and each contact brings something new – additional information, a case study, a response to an objection – instead of repeatedly asking whether they saw the offer. It is equally important to define the end of the sequence and move the contact into long-term outreach, so the salesperson does not waste time on something that will not mature at that particular moment.
See also: Response speed to inquiries, Sales pipeline hygiene, Cold contact.
