---
tags: A2, 02, Prospecting
---
# Use more than one channel: Cadencing

Make sure this one is laser printed in your brain 🧠

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

Effective prospecting requires:

- Multiple touchpoints
- Through different channels

We have a whole course devoted to prospecting, but we recommend you go through the courses covering specific channels first. This way you will learn how to do them effectively before learning to combine them.

- Cold-calling
- Cold emailing
- Social selling through LinkedIn

 

## Wait but... what exactly 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).

 
## And why is it important again?

**Let that sync in. 80% of sales happen after the 5th follow up!**

Prospects likely need to hear from you more than once before they respond. The bottom line is this: a lack of response does not necessarily mean a lack of interest.

Prospects will receive hundreds of emails each day, and yours may have got lost toward the bottom of their inbox.

Or, perhaps they have actually read your email but not had the opportunity to respond yet.

Or, maybe, your solution didn’t quite match their responsibilities and they were intending to forward it to a colleague but never got around to it.

Without following up, you will never know.

Let's hear it from John!

{%youtube EDkjrZWyPUU %}

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