Sales cadence

A sales cadence is the sequence of contacts a lead receives, decided before anyone has to improvise. How many attempts, at what spacing, and what each message carries: written down, so it does not depend on Tuesday's mood.

Cadence and follow-up

Follow-up is one contact. Cadence is the plan for all of them. The difference shows up in volume: with ten leads you can keep it in your head; with two hundred, without a written schedule the queue starts getting handled in order of who you like best — and the difficult lead, who is usually the bigger deal, disappears.

Anatomy of a cadence

• Duration — how many days the sequence covers before ending.
• Number of touches — how many attempts in total.
• Spacing — increasing works better than fixed, because the topic is hot at the start and cools off afterward.
• Content of each touch — what changes from one message to the next. A schedule where every touch says the same thing is just repeated nagging.
• Exit criterion — what ends the sequence: a reply, the deal moving stage, or the schedule running out.

The touch almost nobody writes

The last one. Spelling out that you are going to stop insisting tends to generate more replies than any touch in the middle — and when it does not, it clears the queue honestly instead of letting the deal rot open.

On WhatsApp there is one extra rule

Once 24 hours pass since the customer's last message, the window closes and the next touch can only go out as an approved template. A schedule at 2, 5, 12, and 25 days lives outside the window from the second touch onward: it needs to be designed that way, with the templates already approved, not improvised on the day the deadline hits.

On CRPRO

The cadence runs on WhatsApp. Automations fire the message at the set time and campaigns cover the batch send — features present on every plan, including the entry-level one. On the Scale plan, the AI agent runs the follow-up steps and moves the deal through the funnel as the conversation progresses.