Experience the Efficiency of Sales Cadence Automation for Human Resources

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hey everyone in this video I want to cover sales Loft cadences how they can help you with your prospecting and then just deal follow-up process how to create them some best practices as long as as well as just some useful navigation tips so before I get to the cadences themselves just I'll give you a brief synopsis of what a Cadence is a Cadence is just a collection of multiple steps that you can pre-define and bundle them together into what sales Loft calls a Cadence hence a Cadence of different sales steps things that can comprise the Cadence will be things such as a manual email an automated email a LinkedIn message a phone call notes a research step so we'll dive into all of those in more detail but the whole purpose of a Cadence is meant for you to not let things slip through the cracks and just be as efficient as possible if you really truly want to reach out to you know say 20 or 30 new people a day while you're getting your book of business going or opening a new market that compounds over time so if you reach out to 20 people one day and then 20 the next and 20 then one after that so on and so forth you'll eventually get a cumulative list of 300 to 400 conversations um that you're trying to keep going and obviously not everyone is going to reply but you don't want to wait on a reply um until you've reached back out to them you know you have to be persistent and continue to reach out to them and it's just not feasible to do that at that scale one by one in your Gmail um so cadences is a good way for you to more more effectively reach a broader audience but still have a personal touch and not feel spammy so um when in order to navigate to your cadences um my screen right now I'm at the sales Loft homepage the Cadence section lives right under the home page it's uh displayed as a rocket chip in sales Loft so if you click on that rock rocket ship icon it'll take you to the Cadence section of sales Loft just like all things in sales Loft it's default view when you click on it is going to be your personal set of either cadences templates or Snippets and then just to the right of it you're going to have your team section which is going to be a collection of cadences that either um sales Ops or the admins or marketing really have created and made public to the team or they could also just be cadences that other team members have used and then since made available to the whole team rather than private to just themselves so um I'm going to go to my personal cadences and then I'm going to delete this test one here and then go ahead and create another test one as well so up here in the top right you'll have create Cadence and then we can just name this Cadence [Music] um for whatever its purpose is going to be so I'll call it a new market and then maybe for example we were going to open up Detroit um by default you will be set as the owner the daily people Target you don't have to worry about that field um and then including an opt out link um this is an option that you have that you can do you it's not mandatory so if you don't want them to see that that link option at the bottom and you can keep this unchecked um this classification here this is just for you to be able to further detail hey is this for outbound um just cold outbound is this related to responses for an inbound client um an event or something else so just allows you to classify these and prioritize them you don't have to fill out these two things up here what is important though are tags so um if this is New Market Outreach we might want to do a new market tag I also really enjoy seeing people tag the name tag cadences templates things of that nature with the market that they're reaching out to because that is a good way to filter tags are essentially our best way to filter in sales Loft so if you're working a market make sure that you tag all of your collateral for that market with that Market's name so that you can easily find relatable templates cadences Snippets to that market and then another thing I will say is well or tagging personas if you're reaching out to a specific audience such as regionals only or PMS or c-suites Executives and personas of that like nature because a lot of that messaging will differ from Persona to Persona it doesn't mean that they have to but if it does and someone else is going to reach out to that Persona or you're just doing that same exercise six months later rather than reinvent the wheel you can just go ahead and search by tags find that old content maybe give it a quick refresh and then you're on your way um sharing type so we have personal cadences and team cadences uh like I showed earlier um due to the sharing settings you will probably only have the ability to create a personal Cadence that's totally fine you can also um if you want to allow others to be able to view your Cadence and use and clone it as a good starting point I urge you to do that and keep this box checked to allow other team members to view um this automation step here you will not be able to change these These are set default by myself um and then you have these four boxes here automatically remove people from this Cadence if they reply to one of the emails nine nine and a half times out of ten you want that checked automatically remove them if their email bounces you're pretty much always going to want to have that checked as well um and then automatically remove people if a meeting is booked from um an email step you're going to want to do that as well and then reschedule steps do when a person is marked out of office you will want to do that um and then just no sales Loft does actually pick up on out of office auto replies and we'll mark them as out of office so sales Loft will actually take advantage or take care of that for you so I'm going to go ahead and create a Cadence all right now um when starting off and creating your Cadence you have these two options here start from scratch and start with framework I'm going to click start with framework just to show you what they have pre-built out of the box but there is a caveat here and that is sales loft is used a lot by High Velocity outbound and inbound sales in the SAS World um companies that utilize sales loft or the majority of them are used to reaching out to people a lot more frequently than we may in multi-family so I will say some of these Frameworks might be more aggressive than um what you are used to and because of that I would say if you want to start with a framework just know that you'll probably have to taper down the pure amount of Outreach that there is you don't necessarily have to like if it's just cold Outreach we all know it takes a certain number of steps before someone usually gets back to you but I just wanted to put that out there up front so I'll hit start with framework to show you what some of these look like and so we have here an example of an inbound request so day one we're going to automate send an automated email that provides your calendar link and then follow up with a phone call pretty standard day two connect with them on LinkedIn day three give them a phone call and reply to that email day five send them another email and phone call and just note that if you connect with this person or they reply obviously none of the things after that occur so like this sounds like a lot of communication but just know that hey if they reply on day one or day two we don't have to worry about any of these things Downstream but this one in particular is meant to be more aggressive because it is an inbound and they're already showing um that they're interested in like fetch this example um and then we have go-to like outbound prospecting where we'll call on day one and then send a highly personalized email um I know people or our reps here at fetch as of now don't use the phones that much that is another thing that you'll see in a lot of these Frameworks that may differ from how you choose to do some outbound Outreach that's totally fine um that's why these Frameworks are exactly what they're called they're Frameworks they're not hey you have to use this step this is just a way for you to have some pre-built um you know framework in there so that you can fill in the gaps and change the content foreign take some time look at some of these um when you uh as you're getting started here at fetch or just if you're not comfortable with sales Loft yet at all um this is a good place to start to look at some content that is available that has some best practices built in there so I'm going to cancel this and I am going to start from scratch to create one and the first thing you have to do is create that first step it's either going to be an email a phone call or something else um those are the high like top category buckets and then they filter down from there so if I know I'm gonna do an email it's my first step I'm going to click email and then I'm going to choose what day this is going to start usually it's number one um when it says automation automate this step um if you send an if you can comprise an email template that you were a hundred percent fine sending out that is automated um then you can click this automate this step [Music] um for highly personalized ones obviously we cannot do that because each email needs its own level of intimacy uh just put into it um however if you're just saying something like hi first name obviously it'll put in their name and then you can put in their company name it'll add those that level of detail and personalization to each one but if you want to specifically call out um certain things that pertain to them or you're just going to do a high level of research then you're obviously not going to want to automate this step so I'm going to keep this blank for now and I'm and enabling multi-touch what this is it will allow you to do multiple steps on the same day so if you know on day one you wanted to do both an email and a phone call you would enable this multi-touch button so I'll click Next Step here and then it's going to ask me to put in a step here uh or like the email subject so I'm gonna say highly personalized and I'll do something like hey there and I'll put their first name in here foreign foreign [Music] we're gonna just we're gonna move off from here all right so and then you'll put your subject in here too a little early in the morning for me and I'm not a salesperson so we're just gonna call it what it is and we're gonna add this step all right so I have my email going out on day one um and this is going to be a manual email so it is not going to automatically send this for me it's but when it's time to send this email like AKA it's due it's going to pop up in my Cadence queue um which I will show you um in a little bit so day one we have our manual email going out and then let's say um I wanted to add another step and I'm going to just send a follow-up email and that's going to go out on day four so three days after that first email and I'm gonna make this one a little bit more vague so I'm gonna actually automate it and I'm going to send it specifically early in the morning at 8am um and if you keep this unchecked it will not send on Saturdays and Sundays it will then send on the next business day which is nice and then you can also select the time zone um as well now next to create that content and then in here um we'll call it um and then for subject line and then what I can do here actually is I can insert a template that has already been created um I don't think that one's a good one that one's got too much personalization okay I think this one will be good so I'm going to throw this one in there and that does change the subject permanently don't love that um but you can change the template if you want to um or you could always clone the template if needed and make it your own template then slightly different with a different subject line if you want to um or I believe might be able to copy everything so I'm just going to hit add step here all right so day four that email is going to go out in an automated fashion um and as you all can tell this is a live presentation so bear with me here um and then let's say a week after um that initial touch point we're gonna give him a phone call so on day seven we're going to want to give him a phone call and then you can put in here instructions if you want to make sure that you ask specific questions or um make sure that you explain to them certain things um maybe you have a not a call script per se but um just bullet point notes of things that you always want to make sure that you make clear to a prospect when you're calling them for the first time when it comes to outbound out like just Outreach you can put those in the instructions here so that when you go to call those instructions will pop up and you'll ensure that you don't miss any of those points so you can just hit add step there and then what we can do is hit oh actually let me see we're gonna do an email on day seven as well um and we'll hit create content I'm going to insert this template I have just saying hey just tried to give you a call um obviously you would want to have more information in here than just all I what I have in here but I'm just going to add it for Pure example purposes so I'll click add step and then I don't know let's say on day 12 we want to um on so say you wanted to reach out to them on Facebook I know a lot of team members here are part of the multi-family insiders Facebook group and or LinkedIn page obviously LinkedIn is a good resource as well you can connect with them there um for whatever reason there are just quite a few people that use Facebook instead of LinkedIn in this industry that I've seen um so just putting that option there and so you can build out all of these steps I think you understand the point of this um and so once your Cadence is done it'll automatically be saved and what I was saying before when it's not an automated step such as a phone call or an email that is personalized when you log into salesloft uh every day on your home page you have this cadences section that'll show you when steps are due so if you enrolled someone in a Cadence and day one they have an email that's supposed to go out you will see it here and it'll simply say start email if it's a template that most of it is predefined most of it will be filled out for you then you just have to put in some of your personalization steps um or if it's automated it won't even show up in here it'll just go ahead and send it for you and if it's a phone call it'll just cue that up for you to make that phone call and then enter in some notes about it whether or not they answered if they connected if you should still keep them in the Cadence uh things of that nature um and then really quick just to add someone to a Cadence um it's very easy to do um so I'm just gonna wait for my people to load really quickly and for example um I'm gonna go to I didn't mean to do that now I don't have people in my name well I do have a few but since I'm not a sales rep I don't actively pursue people um from an outbound perspective so what I'm gonna do here on this person view is I'm going to change this from myself to all users and then I can filter these views by tags themselves so remember before I said tags are very useful because it is how we filter things in sales Loft and I'll show you what that looks like here in a second so if I want to say does a person have the tag of let's say let me see if Detroit is an option in here let me see if anyone has that all right so we have all these people in Detroit what we could do is we can select all that's going to select a hundred of this 130 people uh because as you can see at the bottom here it says there's a hundred per page so if I click those 100 people I can hit add to Cadence it'll pop up I can go to that Cadence that I have click it and then simply enroll them in this Cadence and then all of those steps would then be due on my home page I'm not going to go ahead and flirt with making that mistake um but that's an easy way to add them in there there's also some simple ways to do it in Salesforce as well and I'll cover that in a separate video so thank you uh if you've been here for this whole video so far I know coming up at the 26 minute Mark I appreciate um you bearing with me through this hopefully this has been helpful and as always if you have any questions please reach out to the revenue operations team and we'll be sure to get those questions answered for you thanks