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📩 Multi-Channel Cadence
Why Other Channels
Human beings have very varied tastes.
You may prefer the phone, but others will not.
Other channels will multiply the chances you will cut through the noise.
The phone should always be the star of the show.
However, it doesn’t mean you shouldn’t implement channels.
Typically, the more various, the better.
Before we dive in, my current cadence is below.
Cadence
Very phone-heavy, starting with 4 touchpoints.
Let’s break it down.
Voicemail
But Giulio, people don’t listen to voicemails!
Absolute nonsense.
Phone carriers made it easy to listen to/read them.
You’ll be surprised how often they will be listened to.
What you say is important:
DO NOT:
- Pitch
- Speak too fast
- Leave your number
- Start with the name and company
DO:
- Reduce tension
- Build familiarity
- Create curiosity
- Point to other channel+
Example:
Hi {name},
There is no need to return this call; I will send you an email titled Voicemail with some context and a LinkedIn connection request.
My name is Giulio Segantini, by the way. Have a great day.
The aim is NOT to get a callback but to increase the chances other channels will be looked at.
I will typically point to the second email I’m about to send in the second voicemail.
Let’s be real: I’m not a crazy phone fanatic arguing that emails don’t work.
I got a ton of meetings from cold emails and follow-up emails.
The beauty of the phone is that it will boost other channels.
Your calls, Voicemail, SMS etc, will remind prospects you exist.
That being said, I do not like spending too long on emails.
I have a super simple approach:
Subject: Voicemail / Missed Call
just left you one, {name}.
Would an extensive resource on cold calling be useful for your team?
I’ll call you again tomorrow.
PS: dropped a connection request on LinkedIn.
The following email will typically point to something more specific like:
Many sales leaders find their consultants don’t handle objections properly on calls.
Would you take a look at a resource on this topic?
I’ll try you again in a couple of days.
In the third email, I share the resource and move on.
The aim is to get them to talk to me, that’s it.
I typically send a blank connection request (higher acceptance rate).
I then wait 10 days.
There’s a good chance they’ll see my content.
The main reason you should be posting on LinkedIn consistently.
When you start a conversation, be casual, like you’re texting.
Use voice notes, memes, GIFs.
Whatever.
You can also point to the calls again.
Aim: start a conversation, then call them 😃
SMS/WhatsApp
Another channel you can use in combination with the phone.
I use it as a replacement for Voicemails.
The first one is like this:
*Hi {name}, This is Giulio Segantini; you received a LinkedIn request a couple of days ago: https://www.linkedin.com/in/underdogsales*
I’ll try again a couple of days down the line.
And the following ones are a bit quirkier, for example:
After 8 attempts to call, you’re either super busy, or I’m barking up the wrong phone. Is this irrelevant?
Other Channels
There are at least two more channels worth mentioning.
Direct Mail
If your ACV is high, typically 10K USD+, then I’d add this.
I will be trying this soon, and I will be coached by the master himself, Dale Dupree.
I’d add this as the first step instead and leverage it on the first call, voicemail, email, etc.
Video
Another growing and solid channel.
As it typically implies, you can get good results if you personalise it.
The issue is getting the video opened in the first place.
Unlike a call, it doesn’t ring on someone’s phone.
Send them via LinkedIn, WhatsApp or after the first email to maximise chances.
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