Sales cadence generator

What is a sales cadence?

A sales cadence, or prospecting sequence, is the plan of touches you schedule with a prospect who does not know you yet: how many, on which channels, at what intervals, with which message at each step. It stops as soon as the prospect replies, yes or no. Its job is to keep you from giving up after one attempt, and from following up at random.

A written cadence pays off twice. For the rep, every day starts with a list of dated actions instead of “who should I chase?”. For the team, everyone prospects the same way, so results can be compared step by step and the sequence improved instead of the method changing every week.

How to build a cadence in four decisions

Length first. A sequence that is too short stops before the prospect has had time to notice you; one that is too long clogs your list with contacts who will never reply. The tool starts from fifteen business days, three weeks, as a working assumption: shorten it for a dated event invitation, lengthen it for strategic accounts where every touch counts.

Then the number of touches. The more valuable the target and the more tailored the message, the more it makes sense to persist. There is no number that fits everyone: pick one, track at which step replies come in, and remove the steps that produce nothing.

Channels. A call gives you a live conversation, an email leaves a trace the prospect reads when they choose, LinkedIn makes your name familiar. Mixing them lets each touch build on the last: “I left you a voicemail yesterday” beats a follow-up that starts from scratch.

Finally, the message at each step. Every touch should bring something new: a customer story, a different question, a resource. The angles in the tool are starting points to rewrite in your own words, for your own offer.

How the tool spaces the steps

Days follow a curve: touches close together at the start, while the prospect is most likely to remember the first one, then further and further apart. The first and the last day of the chosen length always carry a step. When you ask for more touches than days, the tool doubles up the first days, never on the same channel: typically a call, then an email that keeps a trace of it.

Channels alternate: never the same one twice in a row when you pick several. LinkedIn comes up half as often as calls and emails, because a connection request cannot be sent twice and a profile that gets pinged too often tunes out. The first touch is a call if you picked it, the last a breakup message, by email when possible.

These are the tool’s rules of thumb, not statistics: they give you a consistent base to edit. Move a step by a day, change its channel or delete it, and the copy rewrites itself based on where each step sits in the sequence. The cadence check below the sequence counts touches per week, measures the longest silence and flags every gap from the rules of thumb: the same channel twice in a row, more than two touches in a day, more than a business week without a touch, or a rhythm that speeds up at the end.

From plan to execution

The CSV file opens in Excel, Google Sheets or Numbers and works as a template to share with the team or copy into your sending tool. The .ics file creates one task per step in your calendar, dated in business days from the day you pick, with weekends and the country’s public holidays skipped.

For the call steps, the question becomes dialing time. A Skipcall sequence works through your call list with a parallel dialer, up to four lines at a time, and every attempt is logged on the contact record. Email and LinkedIn are not orchestrated inside a Skipcall sequence: they stay in your dedicated tools.

Three sales cadence templates

Three starting points generated by the tool. Open one to edit and export it.

Common mistakes

• Following up with the same message

  “Just bumping this up” gives the prospect nothing. Every step should add something: a customer story, a different question, a resource.

• Always calling at the same time

  If the prospect does not pick up on Tuesday at 10am, chances are they are busy at that time every week. Change the time slot from one attempt to the next.

• Stopping after one try, or never stopping

  Without a written cadence, reps give up too early or chase forever. Set an end, finish with a breakup message, and reach out again later with a new reason.

• Forgetting to remove prospects who replied

  A reply, even a no, ends the sequence for that contact. Nothing looks worse than an automated follow-up after a “no thanks”.

• Ignoring each channel’s rules

  Email outreach, calls and LinkedIn messages follow different rules depending on the channel and the prospect’s country. Check them before you launch, and always give an easy way to opt out.

Further reading

Pages that complement this generator.

• B2B sales cadence The full guide: touches, channels and pacing of a cadence that books meetings.
• How to follow up on a cold call How many times to call back, and what to say each time.
• B2B voicemail scripts What to say when nobody picks up, so the call step still counts.
• Cold call vs cold email What each channel brings, to balance your cadence between calls and emails.
• When to call your prospects Each prospect’s local time and calling windows, to place your call steps.
• How many calls does your target take? The calls and hours your meeting target requires.
• Parallel dialer Dial up to four numbers at once and only hand over when someone answers.
• Power dialer Chain calls without dead time, one number after another.