As a sales manager, you probably have a set of sales playbooks you want your reps to follow
for certain types of products and prospects. With high velocity sales cadences, you can
program your preferred sales outreach patterns right into Salesforce. This lets your sales
team efficiently help prospects along the journey from prospective buyer to actual customer.
When you build sales cadences, reps can easily see which prospects are due for which outreach,
whether it’s an email, phone call, text message, or some other method.
When your reps start using your sales cadences, their work becomes faster and easier. You
can report on which sales cadences are most effective, make changes to your outreach,
and then report on whether your new sales cadences result in better outcomes.
Before you build your first sales cadence, think about what the journey from potential
customer to buyer should look like for your customers. How would you like sales reps to
communicate to your potential buyers and what would you like them to say? What series of
customer interactions will result in the most lead conversions?
You build sales cadences from the High Velocity Sales app in Salesforce. The HVS app appears
as a console view, making it easy to see everything you need to create and manage your sales cadences.
When you open the HVS app, you see the Work Queue, where sales reps will look to see the
sales cadences they’re working on, and which of their prospects are due for each sales
outreach in each sales cadence.
Creating a sales cadence is simple. You just create the sales cadence record and then add
your outreach steps. The only challenging part is deciding what outreach you want your
sales reps to do!
To add a sales cadence, we’ll choose Sales Cadences from the Navigation menu.
Now we’re ready to build a sales cadence that your reps can follow in their Work Queue.
First, you’ll give it a name and a description. Next, you can start adding outreach steps
in the Sales Cadence Builder.
Just click the Plus icon to add an outreach step.
For the first step in this sales cadence, we’ll add a call step. A call is a sales
action, so we’ll click Action. For the call step, we’ll add a name and
description.
You can also choose a call script for your sales reps to follow. When reps make the call
from their Work Queue, the script appears automatically.
When you are finished with the details for each outreach step, save it.
When you use a call script or email template for a step, its name appears below the step.
To see a preview of the call script, click the eye icon.
After a call step, you can add a branch step that puts the prospect on one of two outreach
sequences, depending on the results of the sales call.
Rule branch steps use the Call Result field, which represents the results of the call.
Next choose the call result you want to branch on. Meaningful Connect means the sales rep
spoke with the prospect successfully. When you click Save, the Sales Cadence Builder
creates 2 branches in your outreach sequence. If the call results in a meaningful connect,
the sales cadence uses the steps you add to the Yes branch. Otherwise, the sales cadence
uses the steps you add to the No branch. Let’s add an automatic email to the No branch.
If the call does not result in a meaningful connection, the sales cadence will send the
target a simple follow-up email. Let’s call this email “Auto Follow-up”,
and use the Automatic Follow-up template for soft leads.
On the Yes branch, we can add a wait step to let some time pass before the next sales
outreach. We’ll add a 2 hour wait.
Now let’s add a sales step to the Yes branch, for leads who responded positively to the
Introductory Call. We’ll have the sales rep send them a manual email with more information
about the newest product line. Now we can create another branch in the sales
cadence to customize the sales outreach depending on whether the lead opens that email.
For this branch, we’ll use a Listener, which listens for whether or not the lead opens
the previous email. Tell the listener how long to listen for...
...and whether to advance the sales cadence as soon as the target opens the email, or
only after the listening period expires. We’ll advance this sales cadence when the target
engages. On the No branch after the email, we can add
another automated email step using the same Cold Leads template as before.
Let’s call this email “Auto Follow-up 2”.
For leads that do open the previous email, we can add another sales step to the Yes branch.
Let’s add a custom step that instructs the sales rep to send the lead a LinkedIn InMail.
For the InMail step, we’ll add a custom step and include instructions to our sales
reps to send the LinkedIn InMail.
After the LinkedIn custom step, we’ll add a final phone call to try and convert the
lead. At the end of each branch in your sales cadence,
you can link to another sales cadence. Any leads that reach the end of that branch will
be automatically added to the linked sales cadence.
If you want to remove prospects from the sales cadence when a specific event occurs, you
can automate that with Sales Cadence Rules. You can easily remove prospects when their
email is invalid with the Exit on Hard Bounce rule, for example.
After adding and saving the last step and setting any sales cadence rules, you’re
ready to activate your sales cadence. You can only add prospects to your active sales
cadences.
With your sales cadence active, you can start adding prospects to it, such as leads, contacts,
and person accounts. Just go to a lead record. And click Add to Sales Cadence.
Now that you have a sales cadence with some prospects, your sales reps can see the sales
cadence along with which prospects are due for each step in their Work Queue.
You can also see your sales cadences and add prospects in the Sales app.
In the Sales Cadences tab, you can see all your sales cadences and the prospects added
to each of them.
The Sales Cadence Targets related list shows you all the prospects added to the sales cadence.
The Sales Cadence Steps related list shows the number of calls made, emails sent, and
emails opened for step in the sales cadence.
You can also add prospects to your sales cadences from the Sales app.
When you use sales cadences, you can report on how each of them is doing.
The Sales Cadence Engagement Report tells you which of your sales cadences are getting
the most attention from your prospects.
For each sales cadence, you can see how many emails were opened, how many calls have been
made, and more.
Other reports let you see details of how many leads your sales cadences are converting,
which sales reps are making the most calls, and what the results are.
There are reports about prospect engagement with your emails and call scripts too. And
there are Einstein Analytics dashboards showing sales rep performance, email and call engagement
statistics, sales cadence performance, and more.
To learn more, check out these resources. Or join us on the trail at trailblazer.salesforce.com.