---
tags: Module 6
---
# 4. Cadencing: Building a multi-touchpoint prospecting campaign

There is a common misconception many junior salespeople believe. We want to make sure this one stays imprinted in your mind:

:::danger
:warning: Doing one phone call or sending one message on LinkedIn won't be enough to engage leads.
:::

We live in a world of constant noise and distraction. People get hundreds of emails and notifications a day. In this environment, one message won't cut it anymore, no matter how carefully crafted it is.

**💪 You need a game plan! You need to build a multi-touchpoint prospecting campaign, also referred to as "sales cadencing".**

Let's hear it from John 👇

{%youtube EDkjrZWyPUU %}
 

## What is cadencing?
We really like the definition that one of our hiring partners, Hubspot, uses:

> A sales cadence is a sequential order of different outreach methods salespeople can follow to better connect with prospects. Sales cadences are typically parceled out over a fixed number of days and rely on various modes of communication — like email, phone, and social media — to help develop relationships with potential customers and close deals. [color=#40c482]

**In other words.. it's a predetermined sequence of outreaches to a prospect through different channels.**

You need to create and follow a plan for how you’ll reach out to your leads, what you’ll say, and how many times you’ll contact them. For example, you might come up with a plan that involves five attempts to contact them by email, phone, and LinkedIn over a ten-day to twenty-day period until you finally engage with them.

Here's an example 👇


There's no specific universal cadencing combinations that work best - you have to find your own for your specific industry and product. Want to dive a little bit deeper into a real example? Check out this blog post by [Hubspot](https://blog.hubspot.com/sales/sales-cadence-example).

 
## Will I be doing cadencing straight away?

Errr.. nope 🙃

For the sake of training, in the following sections, we will ask you to focus on ONE outreach method per section respectively:

1. Cold-calling
2. Emailing
3. Social selling

We want you to practice and master each outreach method before you begin crafting your cadencing routines. So for now, do not worry about creating your own cadence. This will be your final task of the module!

Let's keep going!

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