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Sales Cadence Review – Starter Cadence
Day 1 – OS: Email – personalised
Email 1
Subject: Trouble engaging your teams?
Hi [Name],
L&D Directors often struggle with how to engage frontline workers in necessary skills training.
We help L&D functions solve this issue by by using proven methods of psychological, game-based learning.
We’ve worked with brands such as X and X to do just this.
Would it make sense to book a call?
Day 3 – OS: Email – new angle on the value prop
Email 2
Subject: Can we help you get the recognition you deserve?
Hi [Name],
We’re working with X and X at the moment, delivering targeted training that is directly impacting key business KPIs and getting the L&D’s names in lights.
Would you like further information on how we’ve achieved this?
Day 5 – MS: Call > voicemail & explain will send and email > email link to another case study and reference your call in the email
Email 3
Subject: Must have just missed you!
Hi [Name],
I gave you a quick call but didn’t manage to catch you.
We have a great opportunity to partner and deliver real ROI, such as X case study with X below: (hypothesis on what they might be focussing on, to decide which case study to share, based on research/ triggers)
XXXXXX
Worth taking 30 minutes out of your day to explore further?
Day 8 – OS: Email – short SMS style
Email 4
Subject [Name] – is delivering ROI keeping you up at night?
Improving the quality and scalability of training, while also being expected to deliver ROI is tough.
We can help.
Let’s book 30m to see if it’s a good fit.
Day 12 – MS: Call > voicemail > email asking for meeting
Email 5
Subject: [Name], Are you delivering what your business needs?
We know that retailers’ top priorities are:
Increasing sales
Reducing employee churn
Improving time to competenceThat’s why we should talk.
We’ve proven we can deliver against these needs with multiple customers, and made their L&D team look like superstars in the process.
Would it make sense for us to jump on a quick call so you can find out more about the HOW?
Day 25 – OS: Email – breakup
Email 6
Subject: [Name], is delivering gamechanging training not a focus right now?
I’ve reached out to share some insights about how we can help with the industry’s top pain points but haven’t managed to connect with you.
Is this just not of interest right now?
Hey Laura, I cleaned up that first post.
Day 1:
L&D Directors often struggle with how to engage frontline workers in necessary skills training.
I’d be slightly softer in calling out people where they’re struggling directly to their face.
L&D directors can sometimes challenges when developing the skills of frontline workers.
We help L&D functions solve this issue by by using proven methods of psychological, game-based learning.
Typo and can be simplified. Most importantly though, you’re not explaining what the person you’re emailing gets out of this.
We help L&D skillup their teams using proven psychological, game-based learning. From your side, this means higher output with less resources.
Would it make sense to book a call?
Call to do what? The first couple of emails need to spell out what you’re trying to achieve so there is no chance of miscommunication. Later on in the cadence, the prospect understands what you’re about and so you can be more chill with your CTA.
Would it make sense to jump on a quick call and see if we can do the same for you?
Day 2:
Subject: Can we help you get the recognition you deserve?
Subject line is slightly too long. To double check, email yourself with the subject line and see if it’s readable on your mobile.
Name – Recognition?
We’re working with X and X at the moment, delivering targeted training that is directly impacting key business KPIs and getting the L&D’s names in lights.
You’ve got a cool product. Pitching “targeted training” is generic and boring. Position it to sound sexy.
We’re currently working with X. Implemented our game-based simulations for workplace learning and got Y result.
Would you like further information on how we’ve achieved this?
This is a little weak. Remember, you’re not a pesky salesperson. You’re a consultant who can potentially add a lot of value to this org!
Would it make sense for me to quickly explain how it works?
Day 5 :
Looking good.
Day 8:
Subject [Name] – is delivering ROI keeping you up at night?
Shorten the subject line.
Name – ROI affecting your sleep?
We can help.
I’d go slightly softer. Until you’ve spoken to the prospect and run through the diagnosis call, it’d be a lie to say that you knowwwww you can help. After that point you can be firm with your assertion of success.
Let’s book 30m to see if it’s a good fit.
Got 30 minutes to see if this is a good fit?
Day 12:
Good email. One suggestion –
We’ve proven we can deliver against these needs with multiple customers, and made their L&D team look like superstars in the process.
Give them some proof. Do you have a web page with a list of case studies or logos? Can you insert an image with all the awesome logos that your work with?
Day 25:
Subject: [Name], is delivering gamechanging training not a focus right now?
This is a bit arsey :). Needs to be shortened.
Name – Training not a priority?
Rest of the email is fine.
General notes:
- Good job! Clearly you’re a creative person and have come up with some good angles.
- The main way to improve these is to get closer to what the prospect wants rather than the value the business gets.
- Get these sent. Lets get some feedback from the market to make sure we’re on the right tracks.
- I’d send the last message on day 16 rather than leave a long break here. We can then reengage the none responders in a new cadence quicker.
- I’d still consider more personalisation to the individuals you’re messaging, especially in that first email. I bet a bunch of these folks will be active on LinkedIn and so there will be things to lean into.
- Add everyone on LinkedIn on day 3 with your second email.
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