Main Menu

Next Page

Additional Resources

In sales, it takes a strong level of persistence to make things happen. Just like you shouldn't expect to go to the gym, do one crunch and have a 6 pack. You shouldn't expect to send an email and make quota.

Sales is harder than it looks. It requires:

• Creativity
  • Best practices and you should be like oil and water. Don't buy the snake oil.
• Dynamic thinking
  • If we're on a call, and I ask you an off the wall question, how do you respond?
• Insane levels of perseverance
  • You'll get told to "F Off". You'll do the same task a million times. You'll follow up with the same person what feels like an insane number of times... you have to keep at it.

<aside> 💡 What is a sales cadence? A cadence is also referred to a sequence, I'd stretch the definition to an account playbook. It means getting your name, your brand, in front of the people involved with the decision to purchase what you sell, consistently.

</aside>

A cadence might be a series of emails to a prospect. It might be a combination of direct outreach from you via email, calls, and social media. It can also be paired with emails and advertising from marketing.

A cadence can even involve multiple people from your company. An example from a very effective cadence that I saw in 2020:

1. Salesperson cold emails prospect (builds awareness for name)
2. An Exec at the Salesperson's company emails the Salesperson.
   • The message is effectively "I was thinking about the prospects account. We'd be a great fit for them because … You should reach out."
3. The Salesperson forwards the message to the prospect. They use the exec's name and title in the first line of the email.

It's clever, and it worked for a period of time. As you'll learn, a trend becomes a "best practice". Best practice means people have seen the tactic before. As soon as a clever trick is known, it's not clever anymore. Why?

Your prospect knows you're selling

When you're newer to sales you don't necessarily know this. You might have just heard about driving urgency and thought "oh I'll use a pricing promotion at the end of the month". Your prospect isn't dumb. They know they're being sold to.

They certainly know when your email is automated.

This means you have to be careful. Try a "clever trick" that's the talk of LinkedIn, expect it to backfire some. You know what will never backfire? Being thoughtful in your outreach.