The Perfect Follow-Up: Cadence and Messages
Follow-up is where 80% of sales are won (or lost). Learn the exact cadence tested across thousands of sales teams.
What's included:
What you'll find inside
A preview of the key points. Download to access the full content.
The 8-10 touch rule
Optimal cadence: 8-10 contacts in 21-30 days. Fewer is giving up. More is harassment.
Multichannel is mandatory
Email + LinkedIn + call + SMS. Switch channels so you don't saturate one.
Decreasing cadence
Intensive for the first 3 days. Then every 2-3 days. At the end, every 5-7 days. Not linear.
Every touch = add value
Not 'writing to see if you saw my email'. Always add something: a case, a stat, a resource.
The break-up email
'I'll assume now isn't the time. If that changes, I'm here.'. Paradoxically, a 33% reply rate.
Schedule the future on every contact
Don't end without setting the next step. 'I'll call you soon' equals 'I won't call you'.
💡 80% of sales need 5+ follow-ups, but 44% give up after the first.
Source: Marketing Donut
💡 Mixing channels (email+LinkedIn+call) raises reply rate by 42%.
Source: Gong.io
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