Learn what a cadence call is, why most reps fail at follow-ups, and how to build a structured plan that boosts replies, follow-through, and conversions.
Author: Aasritha Sai
Is your team following up with a purpose or just following up for formality? Most sales reps reach out once or twice and then stop. But here’s the truth: 80% of sales need at least five follow-ups, yet 44% of reps give up after just one. Studies from InsideSales show that if your team calls a lead within 5 minutes of form submission, they are up to 100 times more likely to connect than if they wait just 30 minutes.
In sales, planning is everything, and if your reps don’t have a clear follow-up plan, they’re missing chances to close deals that were already in reach. This is where a cadence call helps your team.
In this blog, you’ll learn what a cadence call actually is, why it is important, and how to build a call cadence that gets real results for your sales team.
A sales cadence, also known as a sales sequence, guides your sales team to contact leads in a structured, consistent way. It tells them when to connect, how often to follow up, what methods to use, like calls, emails, LinkedIn messages, or even texts.
Instead of random follow-ups, a cadence provides a clear, step-by-step process. Each contact is timed for the best chance to get a response. With a good cadence, your team can:
A cadence call helps your team move the conversation forward with purpose. Your reps stay in sync with the prospect’s journey and know how to handle each follow-up with clarity and confidence.
Here’s how it supports your sales process:
Instead of chasing leads blindly, cadence calls help you guide them step by step toward a decision. It's important to avoid common sales engagement mistakes that can slow down your team's progress.
A sales cadence works by giving your team a step-by-step structure to follow when reaching out to leads using different tools at the right time. Your team knows what action to take each day, with no guesswork involved. That process will change depending on who you’re selling to. If your team sells to businesses (B2B), the average cadence cycle is usually longer. That means more time between follow-ups, typically 2 to 3 days.
But if your team is selling directly to consumers (B2C), speed matters more. In that case, your team's follow-ups can be tighter, every 24 to 48 hours. Here’s a simple example of how a 10-day cadence might look:
| Day | Activity |
|---|---|
| 1 | Intro Email |
| 2 | Phone Call |
| 4 | Linkedin Messages |
| 6 | Follow-up Email |
| 8 | Second Call |
| 10 | Final Check-in |
Each step flows from the last, ensuring that every follow-up feels like a natural next move for your team. They're not just checking in. They're guiding the lead toward a decision, one step at a time, with your team following a clear and structured approach.
A successful sales cadence relies on several critical components. Here’s what to include to make it work:
These components create a structured framework that enables your sales teams to execute consistent, trackable, and effective outreach campaigns while maintaining personalized interactions with prospects.
A clear call cadence turns unplanned outreach into a smart, repeatable sales strategy. When your team knows exactly when to follow up, it’s easier to stay focused and close more deals when your team meets a cadence structure.
Here’s how a strong cadence helps:
According to a study by InsideSales, sales teams using a clear call cadence close deals 47% faster than those using a random approach. When your team follows a set process, everything becomes easier, from tracking performance to training new reps. It’s a simple, repeatable system that helps everyone stay on the same page and move faster.
By following a structured cadence, your sales team stays focused and consistent. When reps follow a clear plan, they connect with leads at the right time and avoid letting opportunities slip away.
This improves your team's close rates and shortens the sales cycle. Prospects feel more engaged, and your team gains confidence knowing exactly what to do next. A good cadence doesn’t just boost activity, it boosts real results.
To evaluate how well your sales cadence is working, you’ll need to track certain performance metrics. This systematic approach allows you to see what’s working and where improvements are needed.
Key Performance Measurements to Track:
The data gathered through these measurements enables your sales teams to make informed decisions about cadence adjustments, timing optimization, and message refinement. Regular performance reviews help your sales teams refine their approach, build confidence, and master the nuances of prospect engagement.
Your sales teams need specific sales metrics to measure the effectiveness of their cadence calls. Here are the essential KPIs to monitor:
To measure the success of follow-ups, we need a structured approach that looks at both numbers and quality:
Sales cadence optimization requires continuous refinement based on real-world performance data and feedback. This will help your sales teams refine their follow-up techniques. Sales representatives practice handling objections, maintaining natural conversation flow, and adapting to different prospect personalities.
Every sales cadence should have a clear goal, whether it’s booking a meeting, qualifying a lead, or closing a deal. When your team knows what they’re working toward, their follow-ups become more focused and effective.
For example, if your goal is to set up a product demo, each step in your cadence should move the lead closer to that outcome. Clear goals give your reps direction, help them track progress, and make it easier. That’s how cadence turns into success.
Creating a strong sales cadence is all about building a system that helps your reps connect with leads in the right way, at the right time. Below, you'll learn how to plan each step. Here’s how you can plan each step, what tools can make it easier, and real examples you can use to get started right away.
Most sales teams struggle not because they lack effort, but because they don’t have a plan. A clear cadence fixes that. Here's how to build:
Start by setting a clear objective. Are you trying to book a meeting? Qualify a lead? Close a sale? Your entire cadence should be designed to support that goal.
B2B leads often need more time and touchpoints. B2C prospects usually respond faster with shorter cycles. Adjust your team’s timing and channels based on who your team is targeting.
Use a mix of outreach methods email, phone calls, LinkedIn, and SMS. Different leads prefer different platforms.
A typical cadence may run for 7 to 14 days, with follow-ups every 1 to 3 days depending on your audience.
Each message should add value. Share a quick insight, answer a question, or offer help. Don’t just say, “Following up.”
Check how each step performs. Then make small changes to get more replies and smoother follow-ups.
A good cadence is hard to follow without the right cadence tools. These sales prospecting tools will help your team stay on track:
Salesforce, HubSpot, or Pipedrive help you track every interaction, organize leads, and automate parts of your team’s cadence so nothing gets missed.
Platforms like Outreach and Salesloft let you build full cadence flows, time your emails and calls, and keep tabs on how each step is performing.
Many sales teams miss out on deals simply because they forget what was said on past calls or never review them at all. Qoli fixes that. It records every call automatically, so your team can listen back, catch what they missed, and learn what actually works in real conversations.
In the world of B2B sales, cadence calls are a critical part of building relationships, nurturing leads, and driving sales. To make these calls more effective, a powerful tool like Qoli, which has features like call recording, call log monitoring, and real-time analytics, is essential.
Qoli enables sales teams to review and track key details from each call, ensuring personalized and relevant follow-ups. With easy access to past conversations, reps can refine their pitch, handle objections more effectively, and improve engagement with prospects. Additionally, Qoli’s call log monitoring feature helps track interactions over time, allowing teams to stay organized and prioritize high-value leads, ultimately boosting sales performance.
Tools such as Yesware or Mailtrack show when an email was opened and whether links were clicked, so your team knows the right time to reach out again.
Not every sales team follows the same plan, and that’s okay. What matters is having a clear and simple process your team can use. Here are four real examples you can use or adjust to fit your style.
Why this works: It’s short, clear, and uses different channels. Your team can close more deals without being annoying.
While this B2B cadence focuses on a longer sequence, B2C sales cycles move faster. Here's how a 5-day cadence can help you speed things up for consumer leads.
Why this works: B2C buyers usually move faster. This cadence keeps things quick, helpful, and focused on value.
Why this works: It’s fast and personal. Good for leads who have already shown some interest.
Why this works: It gives people time to respond and shows you’re not just sending the same message over and over.
For reps who want to bring creativity into their outreach, this cadence involves engaging prospects with personal touches, like social media comments and video messages. Here’s an example of how you can make your outreach stand out.
Why this works: This approach works well when you're reaching out to people who value personality, like creatives, founders, or startup teams. A plain sales email won’t grab their attention, but a message that feels real will.
This is inspired by Spider-Man’s motto, 'With great power comes great responsibility’.
Even with a good plan, small mistakes can stop your team's cadence from closing more deals. Here are a few mistakes to avoid.
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A good sales cadence is not about sending more messages. It is about sending the right ones, at the right time, in the right way. When your team follows a clear and flexible plan, they stop guessing and start selling with confidence. Instead of reaching out without a plan, your team builds real conversations that move deals forward. It also helps your team stay focused. Your reps know what to say or when to follow up, and they always have a clear next step. Over time, your cadence becomes more than just a routine, it becomes a system that drives real results.
