How to Structure Cold Outreach: 4-Step Prospecting Cadence

Cold outreach is one of the most challenging aspects of sales, often leaving sales representatives frustrated by unanswered calls, ignored emails, and unreturned voicemails. However, while these challenges may feel insurmountable, they are not unique. Most sales professionals face the same obstacles. The solution lies not in avoiding these issues but in systematically addressing them with a structured approach that increases your chances of engaging prospects.

This article dissects a transformative four-step prospecting cadence that synchronizes outreach efforts across multiple channels, ensuring persistence, optimization, and effectiveness. Whether you're a sales professional, SDR manager, or VP of Sales looking to enhance your team's success, this guide will equip you with actionable techniques to scale your cold outreach like never before.

Understanding the Cold Outreach Challenge

Cold outreach is inherently difficult. Prospects are inundated with calls and emails, often ignoring them entirely. The reasons behind this are straightforward: decision-makers, such as VPs and directors, are busy, and their contact information is often hard to source accurately. This leads to a common scenario where sales teams feel like they’re spinning their wheels, trying to connect with prospects who appear unreachable.

The key takeaway? These hurdles are normal. But instead of succumbing to frustration, sales teams can modify their approach to minimize these challenges. The secret lies in optimizing three critical areas:

What you say: Crafting the right messaging for emails, voicemails, and calls.
How you reach out: Utilizing multiple communication channels strategically.
When you reach out: Timing outreach efforts to maximize engagement.

By designing a systematic cadence and combining these factors effectively, sales professionals can create a rhythm that transforms cold outreach into a highly effective engagement strategy.

The Four-Step Prospecting Cadence Explained

The prospecting cadence outlined in this approach revolves around four distinct rounds, each using different messaging themes to build trust, deliver value, and engage prospects over time. Think of this cadence as a musical rhythm - coordinating multiple instruments (channels like email and phone) to create a harmonious and persistent outreach effort.

Round 1: Value Points Messaging

Goal: Highlight the unique value your product or service offers.

Day 1: Send a cold email focused on value points. Outline how your solution resolves key pain points or delivers measurable benefits.
Week 1: Begin calling the prospect multiple times without leaving voicemails. This allows for multiple attempts to connect without signaling desperation. The assumption is that if no voicemail is left, the prospect won’t recall your prior attempts.

Round 2: Pain Points Messaging

Goal: Deepen the prospect’s awareness of their challenges and how you can help solve them.

Week 2: Start with another call, this time leaving a voicemail focused on specific pain points.
Immediately follow up with an email referencing the voicemail and elaborating on how your solution addresses these challenges.
Pause outreach for the rest of the week to allow the prospect time to consider your message.

Round 3: Customer Success Stories

Goal: Build credibility through social proof.

Week 3: Share success stories of similar customers who benefited from your solution.
Use the same process as previous rounds: send an email, call and leave a voicemail, and follow up with another email.
Emphasize how your solution has delivered tangible results for companies in the same industry or facing similar challenges.

Round 4: Product Features Messaging

Goal: Introduce your product directly but only after establishing value, trust, and credibility.

Week 4 onward: Share specific product features or solutions tailored to the prospect’s needs.
Use the same multi-channel strategy of emails, calls, voicemails, and follow-ups, ensuring your messaging remains consistent and personalized.

At the end of these four rounds, you’ll have implemented a robust outreach strategy spanning approximately two months. This structured approach ensures persistence and gives prospects multiple touchpoints to engage meaningfully.

Adding an Organizational Movement Strategy

Even with the most effective cadence, some prospects will remain unresponsive. This is where organizational movement comes into play - a complementary tactic that broadens your outreach within a target account.

Vertical Movement

Move up or down within the organizational hierarchy. For example:

If a VP doesn’t respond, try reaching out to their director or even their manager.
Similarly, consider reaching out to the C-suite if lower-level contacts are unresponsive.

Horizontal Movement

Engage other departments that may benefit from your solution:

If IT contacts are elusive, pivot to operations, marketing, or sales teams that might directly use your product.
Selling into the functional area that uses the software creates an additional entry point into the organization.

Combining organizational movement with the prospecting cadence creates a highly persistent outreach strategy. If one contact doesn’t bite, another might. Over time, this method increases the likelihood of engagement across a target company.

Why This Cadence Stands Out

This approach differs from traditional cold outreach methods in two significant ways:

Delayed Product Introduction: Unlike most sales reps who lead with, "This is what I sell", the cadence prioritizes value and trust-building before introducing specific product details.
Enhanced Persistence: By systematically combining varied messaging, multiple channels, and organizational movement, this cadence amplifies outreach efforts without overwhelming prospects.

For prospects, this method feels less intrusive and more thoughtful. For sales teams, it offers a blueprint for persistence that doesn’t feel spammy or desperate.

Key Takeaways

Persistence is key: A structured, multi-channel approach ensures prospects have multiple opportunities to engage.
Messaging matters: Start by focusing on value and pain points before introducing product details.
Timing is everything: Balance persistence with strategic pauses to avoid overwhelming prospects.
Leverage organizational movement: Expand your outreach within a company to maximize engagement opportunities.
Systematic outreach works: A step-by-step cadence ensures every prospect receives consistent and effective communication.

Actionable Steps for Sales Teams

Develop a Cadence Template: Use the four-step framework to build a repeatable prospecting strategy.
Personalize Messaging: Tailor emails, voicemails, and call scripts to address specific pain points for each prospect.
Train Your Team: Ensure SDRs and AEs understand the cadence and its execution.
Implement Organizational Movement: Create processes for vertical and horizontal outreach within target accounts.
Measure and Adapt: Track metrics like response rates, meetings booked, and engagement data to optimize the cadence over time.

Conclusion

Cold outreach may be challenging, but with the right framework, it becomes a manageable and even predictable process. By implementing this four-step prospecting cadence, your sales team can turn frustration into results - engaging prospects systematically, building trust, and ultimately driving revenue growth. The combination of persistence, precision, and personalization ensures that no opportunity is left unexplored, transforming the way you approach sales outreach.

Source: "How to Perform Cold Outreach and Get Connected" - Sales Scripter, YouTube, Jan 1, 1970 - https://www.youtube.com/watch?v=DFxuAZz9hIQ