{"id":45989,"date":"2021-01-05T16:33:47","date_gmt":"2021-01-05T16:33:47","guid":{"rendered":"\/us\/en\/blog\/?p=45989"},"modified":"2025-03-13T07:24:25","modified_gmt":"2025-03-13T14:24:25","slug":"sales-cadence","status":"publish","type":"post","link":"\/us\/en\/blog\/sales-cadence\/","title":{"rendered":"How to create a flexible sales cadence that adapts to customer needs"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Whether your <\/span><span style=\"font-weight: 400;\">sales <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-process\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">process<\/span><\/a><span style=\"font-weight: 400;\"> begins with a lead downloading something, reaching out, or your own cold emails, you probably know that it\u2019s going to take more than one conversation to close the sale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And while you might be tempted to wing it, you can benefit from using a sales cadence (that is, reaching out in a set sequential order) to help you stay on track and keep an eye on all of your leads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By offering a set structure and email cadence you always follow, you can avoid embarrassing mistakes or missed opportunities\u2014and close more deals, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While you may think a sales cadence is a tool reserved for larger sales teams, implementing one at your small business can be beneficial\u2014even if you\u2019re the sole <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/how-to-be-a-good-salesperson\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">sales rep<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The right sales cadence keeps things consistent and<\/span> <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-kpis\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">trackable<\/span><\/a><span style=\"font-weight: 400;\"> across your business. Sales flow smoothly, prospects are less likely to leak out of the pipeline, and <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/onboarding-checklist\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">onboarding new team members<\/span><\/a><span style=\"font-weight: 400;\"> is easier too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But with a sales cadence that\u2019s too rigid, your process might feel too pushy or too slow for certain prospects. The key is striking the balance between a prescribed sales cadence and real-life variations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a company that&#8217;s built a product to <\/span><a href=\"https:\/\/www.ringcentral.com\/engage\/engage-voice.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">facilitate a ton of sales conversations<\/span><\/a><span style=\"font-weight: 400;\">, we know that the right conversations, at the right time, can make or break your small business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, we&#8217;ve put together some ideas for creating a sales cadence that works for you. Here\u2019s what we\u2019ll cover today:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"#how\"><span style=\"font-weight: 400;\">How to create a sales cadence that works for your business\u00a0<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#adapt\"><span style=\"font-weight: 400;\">Adapting your sales cadence to customer needs<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#software\"><span style=\"font-weight: 400;\">Essential sales cadence software to improve effectiveness<\/span><\/a>\u2014there are only two!<\/li>\n<\/ul>\n<hr \/>\n<p>Up your sales productivity game and close more deals with these free cold outreach scripts. \u260e\ufe0f<\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/documents\/cold_calling_scripts_playbook.pdf\" data-id=\"69ddfded27cb1\" id=\"69ddfded27cb1\">\n\t\t<button tabindex=\"on\"  on=\"tap:69ddfded27cb1.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">Start getting more leads<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">Don't just prospect. Close the deal. Add these prospecting templates to your arsenal. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get them now\">Get them now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69ddfded27cb1.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\"> Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<hr \/>\n<h2><span style=\"font-weight: 400;\"><a id=\"how\"><\/a><br \/>\nHow to create a sales cadence that works<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Consistency and structure<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The cornerstone of a sales cadence that works is structure. And, while we\u2019ll later look at ways to deviate and adapt your sales cadence for a specific customer, the foundation should really be consistency.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without structure and consistency, you don\u2019t <\/span><i><span style=\"font-weight: 400;\">really <\/span><\/i><span style=\"font-weight: 400;\">have a sales cadence at all, and you definitely don\u2019t have one that works. The point of a sales cadence is to create a template that you can apply to your process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And, while some variation is appropriate, the system mostly works because you\u2019re able to stick to that template. In fact, if you find yourself consistently editing your sales cadence template, it\u2019s probably a good sign that you should go back to the drawing board<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you\u2019re creating your sales cadence, it\u2019s important to think through your normal sales process and also to think through all touchpoints\u2014including email, phone calls, and even social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From there, create a structure that incorporates enough touchpoints to keep leads interested, but not so many that they get annoyed. Unfortunately, we can\u2019t tell you exactly how many conversations that is, because it\u2019s going to vary by industry and product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, stick to the process, at least for a while, in order to see how it works\u2014over time, it will become clear whether it\u2019s working.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That consistent structure will make onboarding new team members easier, keep you from embarrassingly sending the same email twice (whoops!), and avoid leads slipping out of the pipeline.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Focus on the lead<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It always bears repeating: your entire sales cadence should be focused on your lead. That means their needs, the considerations that matter to them, and the sales objections that will come up for them should be your main focus.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keeping everything hyper relevant is the best way to avoid reading as annoying, and instead makes you look genuinely helpful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you really want your sales cadence to work for you, the first step is some research.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once a lead is in your system, do your best to figure out some crucial details about them\u2014are they the main decision maker? What social media sites are they on? Where are they located?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most relevant questions to ask are obviously going to depend on your product, so make a list of your own and store it in your CRM. That way, you\u2019ll be able to keep the rest of your sales cadence focused on helping them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Via email, that means sending content that is helpful or educational for them. Not just articles or <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/writing-a-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">case studies<\/span><\/a><span style=\"font-weight: 400;\">, but case studies from customers <em>like them<\/em>, or articles about the challenges <em>they\u2019re<\/em> facing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have a few different kinds of customers that you frequently encounter, you can even save email templates that are most relevant to each.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the phone, every conversation should tie back to how the customer would benefit from making a purchase with you. A good salesperson can tactfully identify and remind the lead of pain points they\u2019re experiencing by not using your product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a natural way to introduce some urgency into the conversation and to keep your sales cadence effective.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Track and refine<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The best thing about implementing a consistent sales cadence is that it gives you the ability to examine your process and understand what\u2019s working. Without that consistency, you can\u2019t really use data to understand what works and what doesn\u2019t for your customers\u2014all feedback is anecdotal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you implement your sales cadence, start tracking. Some of the things you might want to look at include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How many times do you reach out to a lead before getting a response?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How many touches does it take before a prospect agrees to <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-call-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">a sales call<\/span><\/a><span style=\"font-weight: 400;\">, a demo, or before you close the deal?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How many leads open, click, or reply to each of your emails?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How many sales are made through this sales cadence?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There may be other metrics that are important to your business, but the important thing is to be intentional about tracking these numbers or to use a CRM that can help you keep track.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, after a set amount of time or when it becomes obvious what\u2019s working and what\u2019s not, you can refine your sales cadence to better suit your customers. Instead of relying on customer feedback or guessing, you\u2019ll have the numbers to back up your instincts.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"adapt\"><\/a><br \/>\nHow to adapt your sales cadence to customer needs<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While consistency is ideal when it comes to your sales cadence, sometimes, it makes sense to adapt to customer needs. After all, you might cater to different kinds of customers, and some leads are always going to come in warmer than others.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By adapting your sales cadence based on customer needs, you can create the best result for everyone and move at a speed that works for you. The key? Make note of any shifts to your usual sales cadence in your CRM.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Editing the timing while keeping the content of your sales cadence the same will make tracking your process easier, but if a particular customer is email averse, you may not have that option. That\u2019s why tracking is crucial if you\u2019re going to edit your sales cadence, so you can easily see what information a customer may be missing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ready to adapt your usual sales cadence? Here are some things to keep in mind first.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Understand your market position<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to creating and then adapting your sales cadence, it\u2019s crucial to have an understanding of your product and how it fits within the larger market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some of the questions that will help you adapt your sales cadence include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Is your product complex or straightforward? Do leads usually know what they\u2019re looking for or is more education necessary to explain your solution?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How does your pricing fit among your competitors? If you are a budget option, how do your features compare? If you are a premium option, do your features, support, or setup justify the added expense?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do customers in your space generally make decisions independently or with the help of a team? Who is generally the key decision maker on purchases?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For subscriptions, what is a normal contract length? When in this period do customers usually shop around? Is there a purchasing schedule to be aware of (fiscal year, school year, holidays, etc.)?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Not only will understanding your product and market position help you to tailor your sales cadence as a whole, but it will also help you adapt it when necessary for certain leads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It will be immediately obvious if a lead falls outside of the situation that would work for your normal sales cadence, and you can adapt accordingly.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Listen to your customer<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In addition to understanding your market and product, you also need to have an understanding of your customer. You can do this both on a general level through personas and individually on a case-by-case basis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve already discussed the importance of focusing on the lead, but that focus on them can also give you clues on the right sales cadence that\u2019s going to result in a sale.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buyer personas are a great way to get in your customers\u2019 heads and understand what they may be looking for during the sales process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using your existing customers as a template, create at least one buyer persona to understand the factors that may stretch or shorten your usual sales cadence. Do they need to consult with someone else before making a purchase? Is this a rush situation because their existing solution failed?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating personas may also allow you to create a few different options for sales cadences or a couple different email templates so you send the right content to the right lead.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing your customer doesn\u2019t have to just be in the general sense, though. When you make contact with a lead, you can also listen for key differentiators that might determine your sales cadence with them specifically.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If, for instance, they\u2019re looking for a quick solution, you may need to shorten your usual timeline. If they\u2019re waiting out an existing contract, you may need to find more content to extend your usual cadence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They may also give information about the kind of content they want or need in order to make a decision, so it\u2019s critical to listen closely and adapt accordingly.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Be clear about next steps<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At every touchpoint, get clear on what the next steps for the sales conversation will be. Will you schedule a call to go over budget? Will you get other decision makers involved?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By focusing on the next step, your lead will naturally give you clues as to their timeline and the sales cadence that will work best for them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, they might say, \u201cWell, you can talk to my manager, but we\u2019re not going to make a decision until we see proposals from three companies.\u201d That gives you a clearer idea of their timeline and also lets you know that a proposal will be a critical element for this sale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, if they\u2019re asking how soon you can schedule a follow-up, it\u2019s a clue that you can speed up the sales cadence for this particular customer.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"software\"><\/a><br \/>\nEssential sales cadence software to help you close deals consistently<\/span><\/h2>\n<p>In most cases, there are two main types of software to help you maintain a good sales cadence: you need the communication or <a href=\"https:\/\/instantly.ai\/blog\/cold-email-software\">cold email outreach software<\/a> that allows you to dial and message your prospects; and a CRM to build your database and record conversations or other touchpoints.<\/p>\n<h3><span style=\"font-weight: 400;\">1. A communication platform (aka what you need to do the actual outreach)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Years and years ago, this would&#8217;ve just been a simple telephone. (Or your own two feet, if you&#8217;re going door to door.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But today, there are much better ways to get in touch with prospects. <\/span><span style=\"font-weight: 400;\">And no matter what you settle on for your final sales cadence, you need a way to actually execute on it and contact those prospects\u2014that\u2019s where your communication platform comes in.\u00a0<\/span><\/p>\n<p>You need options. Yes, phone calls are still big, but what if you had a library of scripts right in your cold calling software? And what if it automatically tracks your outreach campaigns? Let&#8217;s see how that might look\u2014here&#8217;s how it works in RingCentral Engage Voice:<\/p>\n<div class=\"rc_custom_video\"><a class=\"rc_custom_video__link\" href=\"https:\/\/www.youtu.be\/bAaEj0aBBPA\">\n\t\t            <picture><source srcset=\"https:\/\/i.ytimg.com\/vi_webp\/bAaEj0aBBPA\/maxresdefault.webp\" type=\"image\/webp\"><img decoding=\"async\" class=\"rc_custom_video__media\" src=\"https:\/\/i.ytimg.com\/vi\/bAaEj0aBBPA\/maxresdefault.jpg\" alt=\"\">\n\t\t            <\/picture>\n\t\t        <\/a><br \/>\n\t\t        <button class=\"rc_custom_video__button\" aria-label=\"Play video\"><svg width=\"68\" height=\"48\" viewBox=\"0 0 68 48\"><path class=\"rc_custom_video__button-shape\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\"><\/path><path class=\"rc_custom_video__button-icon\" d=\"M 45,24 27,14 27,34\"><\/path><\/svg><br \/>\n\t\t        <\/button>\n\t\t    <\/div>\n<p><a href=\"https:\/\/www.ringcentral.com\/engage\/engage-voice.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral Engage Voice<\/span><\/a><span style=\"font-weight: 400;\"> is an all-in-one outbound solution that can handle your internal chat, gives you a <a href=\"https:\/\/www.ringcentral.com\/business-phone-numbers.html\">business phone number<\/a>, and lets sales reps view important customer information, all in one place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, you can sell from anywhere because RingCentral is a cloud solution. That gives you the flexibility of making work calls from your mobile device or laptop from just about anywhere in the world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes time to make a sales call, flexible, personalized scripting appears on the screen so you can deliver a consistent, high quality, on-brand experience, or just be sure you don\u2019t forget any details. <\/span><span style=\"font-weight: 400;\">And, after the call, you can easily add follow-up notes, automate the process of scheduling a follow-up call, or move the lead further along your sales cadence.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, with integrations that connect to your CRM, billing platform, and more, you can always have the most relevant information in front of you for any call or email.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/apps\/ringcentral-salesforce\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The integration with Salesforce<\/span><\/a><span style=\"font-weight: 400;\">, for instance, allows you to dial a prospect right from the CRM interface and associate the call activity back to leads or customers:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43712\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/Jupiter-blue.png\" alt=\"ringcentral salesforce integration\" width=\"930\" height=\"700\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Not using Salesforce? RingCentral has integrations for HubSpot, Zoho CRM, <a href=\"https:\/\/www.ringcentral.com\/apps\/agile-crm-ringcentral\" target=\"_blank\" rel=\"noopener noreferrer\">Agile CRM<\/a>, and many other tools that sales teams love:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43852\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/08\/agile-crm-RingCentral-integration-1-e1605641925200.png\" alt=\"agile crm RingCentral integration\" width=\"900\" height=\"494\" \/><\/p>\n<hr \/>\n<p class=\"p1\"><span class=\"s1\">\ud83d\udd79\ufe0f<\/span> Get a hands-on look at how RingCentral works by booking a product tour:<\/p>\n<p class=\"p1\"><button data-href=\"#leadform-popup\" class=\"js-open-popup-activator btn primary\" >Choose a time<\/button><\/p>\n<p class=\"p1\"><span class=\"s1\">\ud83d\udcb0<\/span> You can also <a href=\"http:\/\/www.ringcentral.com\/roi-calculator\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s2\"><b>use this calculator<\/b><\/span><\/a><b> <\/b>to see roughly how much your business could save by using RingCentral to support your team&#8217;s communication with each other\u2014and clients.<\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Now, let&#8217;s look at the other sales must-have.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. A CRM<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The other software that\u2019s crucial to executing on your sales cadence is, of course, your CRM. As every sales rep knows, your CRM is critical to your success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But when it comes to creating a strong sales cadence, it will be especially helpful to invest in a CRM that accommodates that sequence and can manage and track activities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When looking at CRM options, keep in mind the features that will help you optimize your sales cadence for success:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lead importing, depending on where your leads usually come from<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Note taking, lead tracking, and sales activity tracking<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Integrations with your communications and billing platforms<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email automation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Automated metric tracking for each phase of your sales cadence<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With a strong communications platform and a CRM to track sales activities, you\u2019ll have the technology tools to back up your sales cadence.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Ready to create a sales cadence that adapts to meet customer needs?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If your sales process is leaking leads, causing embarrassing mixups, or just not working for you, it\u2019s time to try a sales cadence. By creating consistency and structure, the right sales cadence keeps leads engaged, but not annoyed, and helps you close more deals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While a sales cadence provides much-needed structure to the sales process, it also runs the risk of being too rigid to fit every customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By freeing yourself to adapt your cadence to customer needs, you can gain the benefits of a template while still providing the personalized attention that every lead requires.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether your sales process begins with a lead downloading something, reaching out, or your own cold emails, you probably know that it\u2019s going to take more than one conversation to close the sale. And while you might be tempted to wing it, you can benefit from using a sales cadence (that is, reaching out in &#8230;<\/p>\n","protected":false},"author":1049,"featured_media":45988,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,43336],"tags":[380],"class_list":["post-45989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-sales","tag-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to create a flexible sales cadence that adapts to customer needs | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn everything you need to know about building an effective sales cadence, including what tools you need (there are only two!) &amp; how to stay flexible.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-cadence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to create a flexible sales cadence that adapts to customer needs\" \/>\n<meta property=\"og:description\" content=\"Learn everything you need to know about building an effective sales cadence, including what tools you need (there are only two!) &amp; 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