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i keep seeing on linkedin people talking about the perfect outbound cadence now for me this is really really interesting in fact it actually points to something that's affecting our industry quite deeply you've probably received them yourself and i know a lot of people talk about it on linkedin this idea of cadences particularly the combination of email and linkedin now just want to spend a moment on two talking about cadences and how they're actually affecting the industry of outbound selling as i'm sure you're all aware there is now technology available that allows you to build out a series or a sequence of outbound messages to a specific client contact or email now this is great right in the sense that you have the ability to slowly drip feed through the content that you want to the recipient and ultimately engage them and nurture them during that journey here's the problem is that salespeople are using this in a very ineffective and ultimately quite destructive way this has given salespeople the ability to fundamentally send out spam in mass now this is being reflected through the opinions and the thought pieces by people receiving the information it's very interesting now i've spoken about this on linkedin a fair bit and i've been quite vocal about the importance of actually crafting a personalized message and ultimately hitting the keynotes that are going to resonate with the person that you're sending me out about message to but there's one flaw that for me is more important and that is the delivery mechanism of getting across your number one asset the biggest asset you have in sales believe it or not is your personality people aren't sold to through email typically and this is actually reflected in the statistics the majority of sales actually start with an outbound call versus an email interestingly enough now it doesn't mean that marketing is not important obviously marketing is incredibly important but the key thing here is how do we get across our personality so let's talk about the perfect delivery mechanism for getting your personality across i think in joint first place it's either sending a video explaining what you do getting across your personality make it interesting engaging fun or even funny for that matter it's a very effective way of getting across your point of view and allowing your personality to shine through and depending on the statistics that you read we know that there's a very high open rate for videos as well in some cases up to 30 of videos are being opened now this is really interesting because it gives us the ability to first of all put a name to the face second of all get across our personality but lastly articulate our message with absolute clarity and nuance joint in first place i'd say is the telephone now with all the white noise that's going on on email at the moment it's worth noting that the telephone may even be perceived as a sort of antiquated blast from the past and in some cases ceos are explaining that they get far less calls than they used to and more of the outbound communication coming from the sales people is through email this is about differentiating the way that you approach customers then in last place let's say you've got email or linkedin outreach this is the worst way of getting across your personality and this for me is the most fascinating part of all is that i receive an email in a sequence no telephone call no video and then two or three days later i receive another email and then two or three days later i receive another email or a message in my linkedin and these sales people keep relying on the single worst way of getting your personality across through email and when that fails they turn to email again and when that fails they turn to email or the written word again remember the very best way of getting your personality across is through video voice note or telephone make sure you're using those as your fundamental first step in your outreach hope this has been useful not knocking anyone if you want to use sequences that's fine but just to give you a tip i know and i'm in a sequence and i very rarely respond good luck happy selling [Music]