Sales Cadence Builder · guide
A sales cadence is the order of touches you make with one prospect before you stop. This one mixes four channels, because people answer different ones: email, phone (with a voicemail when they do not pick up), a LinkedIn connection note and a mailed letter. Every touch is on a business day, every call is inside the prospect's own business hours, and the last email says you will stop, and you do.
To build it for your own list with your own words, paste the list into the Sales Cadence Builder. It does the dates, the time zones and the checks, and gives you a CSV task list and a calendar file.
Worked for an example prospect, starting Monday 2026-10-26.
| Business day | Date | Channel | What it does |
|---|---|---|---|
| 1 | 2026-10-26 | Who you are, why them, why now, one easy question. | |
| 1 | 2026-10-26 | A short note with no pitch, so your name is familiar. | |
| 3 | 2026-10-28 | Call | Opener, one question, one ask; a 30-second voicemail if they do not pick up. |
| 5 | 2026-10-30 | A question about how they handle the problem today, not a pitch. | |
| 8 | 2026-11-04 | Call | Opener, one question, one ask; a 30-second voicemail if they do not pick up. |
| 10 | 2026-11-06 | Letter | A one-page letter by post: few sellers send them, so it stands out. |
| 12 | 2026-11-10 | One real result from a similar customer, or, with none to show, ask who owns the problem. | |
| 15 | 2026-11-13 | Say you will stop, and stop. |
Short, specific and honest. Say why you are writing to this person now (the trigger), what you do in one sentence, and ask one question that is easy to answer. Your postal address and an opt-out line go at the bottom of every cold email; CAN-SPAM requires both.
Subject: Route planning at Brightline Logistics Hi Dana, I saw you opened a second depot in Aurora, so this seemed like a good time to write. I'm Sam Ortiz at RouteLoop. RouteLoop plans delivery routes for regional fleets. We help teams spend less time building routes by hand. Is route planning something you're working on this quarter? If it is, would a 15-minute call next week be useful? Thanks, Sam Ortiz -- Sam Ortiz, RouteLoop 500 Main Street, Suite 210, Boulder, CO 80302 Not the right person, or rather not hear from me? Reply "no thanks" and I won't email you again.
Ask for permission to talk, ask one question about how they handle the problem today, and make one ask. If they do not pick up, leave a voicemail of about thirty seconds and say your number twice. For this prospect in Colorado, the builder schedules the first call for 2026-10-28 between 09:00–17:00 Denver time, inside 9:00 to 17:00 where they are.
Opener: Hi Dana, this is Sam Ortiz from RouteLoop. I'm calling about route planning. Do you have half a minute, or is now a bad time? Why them: I saw you opened a second depot in Aurora. RouteLoop plans delivery routes for regional fleets. Question: How are you handling route planning today? Ask: If it's worth a look, would a 15-minute call next week work? If not now: ask who owns route planning or when to check back, and log the answer.
Voicemail: Hi Dana, it's Sam Ortiz from RouteLoop, calling about route planning at Brightline Logistics. We help teams spend less time building routes by hand. I'll send a short email as well. You can reach me on (720) 555-0188. Again, that's Sam Ortiz, (720) 555-0188.
Most B2B cadences use six to ten touches over two to four weeks. Fewer than five gives up before a busy person has seen you; more than about twelve starts to feel like pressure. The template here uses eight touches over fifteen business days and then stops.
Two to three business days between early touches and three to four between later ones. Spacing that widens over time reads as persistent rather than pushy, and keeping touches on business days means they arrive when people work.
Email, phone and one social or physical touch. Email is cheap and easy to reply to, a call gets a decision in one conversation, a LinkedIn connection makes your name familiar, and a mailed letter stands out because so few sellers send one.
That you will stop, and then stop. Say you will assume the problem is not a priority, that you will not follow up again, and that they can reply if that changes. It is honest, it respects their time, and it gives a busy person an easy moment to answer.