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Sales Cadence
This is the revised version of my sales cadence for EHS managers in manufacturing who just joined a new company.
Day 1 – OS: Email – Personalized Email
Subject:
[NAME] – New safety duties?
Body:
Hi [NAME],
Stepping into safety duties at [company] can be a tall task.
I help safety professionals avoid injuries, fatalities, and OSHA violations with expert-led arc flash training & NFPA 70E compliance consulting.
We’ve worked with some of the largest manufacturers in the country like Tyson and ConAgra.
Would it make sense to set up a quick call to see if we can make your first year a bit easier?
Day 3 – OS: Email – New Angle on the Value Proposition
Subject:
Compliance requirements for 2024
Body:
Hi [NAME],
The 2024 edition of NFPA 70E has been released bringing new compliance requirements for [company].
It’s likely you need arc flash training this year.
This year we quickly updated training & programs for Reynolds Consumer Products and Kraft Heinz.
Should we set up a time to chat and see if you’re up to date with the latest standard?
Day 5 – MS: Call -> Voicemail to explain you’ll send an email -> Email explaining link to another case study and reference your call in the email.
Subject:
Couldn’t quite reach you
Body:
[Name] – I tried calling but I didn’t manage to connect with you.
It can be stressful to revise an electrical safety program to fit the new standards.
Would you like me to share how it can be done quickly and easily?
Day 8 – OS: Email – Short SMS Style Email
Subject:
New compliance requirements?
Body:
I streamline NFPA 70E compliance. We’ve done it for Winchester Ammunition, Nike, and Kraft Foods.
Have you audited your electrical safety program yet?
Day 10 – OS: Email – Reality Bridge Example
Subject:
[NAME] – The Safety Professional’s Dream
Body:
Hi [NAME],
We just helped Tyler at Hefty Trash Bags become a hero.
It started with an on-site training class at his plant.
That grew into NFPA 70E training for his qualified & unqualified workers.
His facility’s training & electrical safety program became the foundation for compliance at all Reynolds Consumer Products locations nationwide.
Corporate took notice of Tyler’s swift compliance solutions and sharp reduction in incidents and made him a regional director of safety.
This all started from a quick call with us. Would it make sense to jump on a quick call to see if we can help you become the hero?
Day 12 – MS: Call -> Voicemail -> Email Asking for a Meeting
Subject:
Call & Voicemail
Body:
I tried to call you earlier today. If there is a better time to reach you, let me know and we can set something up.
Caden – 314-578-3187
Day 25 – OS: Email – Breakup Email
Subject:
I know things get crazy
Body:
[NAME], – the world of EHS is not for the faint of heart.
I’m sure you’re swamped with work right now.
I’d rather not add anything else to your plate.
Is 70E training not a priority at the moment?
I’ll get you some feedback on this later today Caden.
Day 1: Email
Good email. Perhaps it sounds a little condescending (“tall task” i.e. you’re shit at your job) but I’d give it a shot and see if you get replies.
Day 3: Email
Good subject line. I’m finding through our own testing that boring subject lines like this are getting opens as it looks like it could be an internal email.
Again, slightly condescending (“see if you’re up to the latest standard”). It could work better with assuming (at least from what you write in your email) that maybe the prospect is sorted and you just want to double check –
Make sense to jump on a quick call I can confirm that you’re current up to standard?
Day 5: Email
Similar tone/pattern here. Give the poor bastard a break :).
Subject:
Confirming compliance
Body:
[Name] – I tried calling but I didn’t manage to connect with you.
Just wanted to confirm you’re all set for the new XYZ standard.
Want me to drop you a quick email explaining how it works?
Day 8: Email
Same feedback here. These are great messages, I just want you to think about how you’d feel if you were receving them and if you’d be excited to speak to the sender? Be a little more positive.
Body:
I streamline NFPA 70E compliance. We’ve done it for Winchester Ammunition, Nike, and Kraft Foods.
I know you’re going to be super busy in your new role.
Would it be useful if I explain how a quick electrical safety audit works?
Day 10: Email
This email is great and should probably come earlier in the cadence. It does a good job of explaining why the prospect should care. i.e. what’s in it for them.
The only thing I’d change is the last line which is a little cheesy. If you’re selling to fancy, marketing folks for example then cheesy lines work.
For your ICP I imagine they’re a little more straight down the line –
This all started from a quick call with us. Would it make sense to jump on a quick call to see if we can do the same for you?
Day 12: Email
Looks good. Add a “?” at the end of the last sentence to make it clear that it’s not a rhetorical question.
Day 25: Email
This should come way earlier than day 25. Probably day 16 or so.
Otherwise the break-up email looks good.
Notes:
- Good job! You’ve obviously grasped the process here and have a good understanding of your ICP.
- The trigger event/personalization of someone starting a new role is decent but it could be stronger for your first email –
- “Stepping into a new role… I worked with [X] recently in [same industry] and they had [y] problem.”
- If this is your revised cadence, what were the numbers from the previous version?
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