Cold Calling. The phrase elicits the same shudder as the now infamous TPS quote from Office Space. We all got the memo. Cold calling has changed; it's no longer the same fanatical rite of passage for unpaid interns who are hoping to get the coveted slot on the paid sales team. However, for as much as cold calling has changed, it is important to note that it is not gone, nor is it demand generation.
No self-respecting sales development rep (SDR) has ever said, “I have enough business.” Even those crushing their sales goals crave more, and it would be nice if it came faster and easier than most deals do.
One of the most important ways to keep your sales development reps (SDRs) focused on growing their pipeline is by using a sales cadence. Now, if you are not familiar with this term it simply means a defined schedule indicating when reps should reach out to the prospects that they are pursuing. Every sales organization has a slightly different approach depending on the tactics they are using but a typical cadence may include calls, emails, social media activities, webinars, or all of the above. The important thing is that a cadence exists. Defining your sales cadence and sharing it gives sales managers and executives a certain level of comfort knowing that the SDRs are taking the necessary steps to accelerate leads through the buying process.