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How a Sales Email Cadence Provides Persistence for Success

3 min read
November 10, 2016

Connecting with prospects on the phone is the original method of sales correspondence, and with a modern dialer platform, it’s one of the best ways for Sales Development Reps to become creative sales dialing machines. But in order to scale fast, SDRs also need to employ modern email cadence tools to contact their leads in a regular but scalable fashion.

And while most Customer Relationship Management tools like Salesforce have a native email function, users employing a modern sales engagement process prefer to use third party tools with more functionality — those with best-in-class email cadence functionality and a framework based on one core sales principle: success requires persistence.

Pleasant persistence isn’t a new phrase to the sales community, and for good reason. Studies have shown that only 10% of SDRs contact a lead more than three times over the course of their correspondence process. This is a major sales problem, considering another study by Telenet and Ovation Sales Group found that, in 2007, it took 3.68 cold call attempts to reach a prospect. But that information is about a decade old.

Here in the end of 2016, it takes at least 8 touches — of varying mediums — in a sales process that’s about 22% longer. The good news is: it’s possible to create high-quantity and high-quality correspondence with the right email cadence tools. The best ones, for example, give you the power to send email directly from CRM, in Salesforce, while providing a framework that allows SDRs to stay organized, stay on top of their leads, and stay persistent.

That’s why we created our newest ebook,“Salesforce for Sales Engagement: Sales Development Reps,” to empower modern SDRs to use their sales email cadence game plan in an integrated way with their sales engagement tools and CRM.

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But how do these magical email cadence tools provide persistence for sales development success? It all comes down to the prioritization of a few basic things: organization, personalization, and semi-automation.

For starters, all of your sales leads can be sorted into specific cadences (think: a series of emails broken into steps based on time or lead activity). Sure, this can be done manually within Salesforce, but it becomes nearly impossible to manage over time. That’s why the right sales engagement tools handle this for you, automatically reminding you when to send emails to certain prospects and allowing you to send them in bulk with the click of a button.

Then, SDRs can take this framework and create multiple cadences and sales email templates for different audiences. And as if that scalability wasn’t enticing enough, that email cadence framework can be shared across the team to ensure that everyone is working with the best material possible.

And if you’re a skeptical data scientist out there, cocking your head at the word “better,” rest assured that the right platform tracks all crucial metrics such as open, click, and response rates, automatically, so you know that you’re always leading with the best performing messages. Seriously — the best. And ultimately, each of these activities is automatically logged into Salesforce, streamlining workflow and empowering Sales Operations with one single source.

Download your free copy today and start getting the most out of Salesforce by executing a sales email cadence. Just few small tweaks to your process can turn a CRM like Salesforce into your secret weapon for customer acquisition.

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