Michael Hanson is the founder of Growth Genie, a sales consulting company that helps sales teams book more qualified meetings.

In this episode of The Salesman Podcast, Michael shares what he calls the “ultimate sales cadence” and the principles behind its success.

Resources:

Michael on LinkedIn

GrowthGenie.co

The Ultimate Sales Follow Up Cadence – infographic

Gong.io – Provides a sales conversation intelligence platform created to improve calls and demos for sales teams.

Apollo.io – A data-first sales platform 

Transcript

Will Barron:

Coming up on today’s episode of The Salesman Podcast.

 

Michael Hanson:

I think the big thing is getting the messaging right. So I think if you think I’m just going to do 30 steps and because it’s 30 steps, that the messaging can be rubbish. Actually, because I do this high volume approach, I feel like the messaging actually becomes even more important. I slightly differ with the LinkedIn and email approach. I think it is good to get a meeting on that call and the only reason is because the phone is actually an interactive channel.

 

Will Barron:

Hello, sales nation. My name is Will Baron and I’m the host of The Salesman Podcast, the world’s most downloaded B2B sales show. On today’s episode, we have the legend, Michael Hanson. You can find out more about Michael over at Growthenie.co. And on today’s episode, we’re getting into the ultimate sales cadence. We’re going to explain what a cadence is, what goes in the beginning, the middle and the end of it. Does it even end? That’s the type of question I ask Michael in this episode and there’s a tonne of value if you’re doing any outbound outreach. Everything we talk about on this show is available in the show notes over at Salesman.org. And with that said, let’s jump right into it.

 

What is a Sales Cadence? · [01:20] 

 

Will Barron:

Right, so we’re going to dive into the ultimate outbound sales cadence and we’ll get into how we can define that, what that means in a second and how we can justify the title of this podcast episode. But Michael, for people who aren’t familiar and this would’ve been me four, five years ago. I wouldn’t have been familiar with a sales cadence when I was selling medical devices. What is a sales cadence, what does that term mean?

 

“Essentially, (sales cadence) it’s the steps that you need as a salesperson to reach someone.” – Michael Hanson · [01:35] 

 

Michael Hanson:

Yeah. I think it’s a good question and I definitely made the mistake myself of thinking everyone knows what a sales cadence is because some people call it a sequence. Essentially, it’s the steps that you need as a salesperson, to reach someone. So there’s different types of cadences. So you may have a cadence for a cold lead that you’re trying to turn into a sales opportunity or a qualified meeting or maybe you’ve already got someone in the pipeline, you haven’t spoken to them for a while, they’ve gone cold and you’re trying to get them onto another meeting. And then essentially, you’re going to come up with a formula, right? It’s steps that you’re going to use across particular channels.