Why your Cadences suck...

When I’m working with clients who’s Cadences are underperforming, their first instinct is always to punch up the messaging.

That is 100% NOT where you want to start when optimizing your Cadences.

It’s actually the LAST thing you should do.

So where do you start?

Reverse engineer the desired outcome of the Cadence, which 9/10 times should be to connect with a client. Exceptions to this could be nurture Cadences, pre-event Cadences, etc.

For you to connect with a client, yes you absolutely do need to hit them with some relevant messaging that will elicit a response BUT, for them to even receive that message, you have to cut through the noise to grab their attention.

The way to grab their attention is by grouping touchpoints together to create a compounding effect that builds momentum and drives awareness. 

Think of it as “punches in bunches''. 

In a fight, your odds of scoring a one-punch walk-off TKO are slim, but your chances of wearing someone down with multiple jabs, low kicks, and feints is exponentially higher. 

Same same, but different with Cadences. 

Instead of violent physical acts, you’re going into battle with phone calls, Linkedin touches, emails, SMS, postcards, homing pigeons, sky writers, mental telepathy, and the like.

Just like in a fight, for the right combination of timing and touchpoints to work, they need to all be executed to generate that compounding effect, and to be executed on time to help build momentum.

The power of any Cadence lies in the ability of all component parts to coalesce into a unified play that generates momentum to help create awareness.

Skipping tasks and completing tasks days and weeks after they’re done will absolutely kill any chance of building momentum and will remove all effectiveness from the Cadence.

For you to be able to complete all Cadence tasks, and to do so in a timely manner, your reps need to understand the importance of doing so, and they need the bandwidth to do it.

Make sure you’re educating them on the how and why of Cadences, that you’re upskilling their time management skills, and that they’re trickling people into Cadences rather than dumping 100 in on Monday and hoping they have time to catch up to all those tasks.

Additionally, you need good prospect data. You need verified emails and cell phone numbers preferably.

What do you think happens to conversion metrics when your emails are going to a bunk address and reps are skipping every call step because the only number they have is to an automated phone tree?

EVEN BEFORE ALL THAT, DO YOU KNOW WHAT YOU NEED???

Sound targeting.

You need to make sure you’re reaching out to the right type of people. People who would make great customers. People who would be helped immensely by your solution. People who would actually take a meeting with the person reaching out.

Here’s a hint… a C-level exec at an enterprise level company probably won’t reply to an email from a BDR. A Director or VP might, though!

You have to reach out to the right people.

So, here’s what to do, and the order to do it in, when your Cadence is underperforming:

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