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Why the Best Sales Cadences Use 7-10 Touchpoints: Build Trust, Not Pressure

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The modern sales landscape is competitive, and reaching prospects often takes more than just a single touchpoint. Research suggests it takes between 7-10 interactions before a prospect actually reaches back out. A well-planned sales cadence, one that effectively combines various communication methods, can make the difference between a cold lead and a promising connection.

Why 7-10 Touchpoints?

Multiple touchpoints build familiarity and trust. After all, the average person is exposed to hundreds of messages daily. Your prospect may not respond on the first, second, or even third attempt—this doesn’t mean they’re uninterested. The combination of frequency and variety ensures your message breaks through the noise.

The Key Elements of an Effective Sales Cadence

Here are five crucial touchpoints you can weave into your cadence to increase the likelihood of a prospect reaching out:

  1. Phone Call with a 30-second Commercial Start with a direct and personalized phone call. Introduce yourself and ask them if they have 27 seconds to allow you to tell them why you are calling. 

  2. Personalized Video Message on LinkedIn or Email Platforms like LinkedIn and Vidyard allow video messaging, which is ideal for creating a personal connection. Video messages are more memorable and engaging than text-based messages alone. Use their name and mention something specific to their profile or role.

  3. Curiosity-Driven Email Outreach Email can serve as a follow-up to your call or video message. Craft an email with value and relevance—offer insights, answer questions they may have, or provide solutions to common industry challenges. 

  4. LinkedIn Connect and Message  LinkedIn is a goldmine for professionals looking to connect. Send a personalized connection request, followed by a short message. Focus on starting a conversation rather than selling from the get-go. 

  5. In-Person Drop-In or Personalized Gift (If Possible)
    If feasible and appropriate, a thoughtful in-person touchpoint, such as dropping off a book or a small gift related to their industry, can leave a positive impression. Make it casual—avoid hard sales talk and instead briefly introduce yourself as someone who enjoys helping professionals in their field. Following Sandler’s “No-Pressure” approach, this fosters rapport without pushing for an immediate sale.

The Sandler methodology stresses persistence and building connections over time, not forcing immediate results. Here’s a basic timing model:

  • Days 1-2: Initial call and LinkedIn connection request
  • Days 5-7: Follow-up video or curiosity-driven email
  • Days 10-12: Light touch, such as a comment on a recent post they shared or an in-person drop-in if possible
  • Days 15-18: Personalized final follow-up, expressing appreciation for the chance to connect

Spacing out your cadence keeps interactions from feeling overly frequent while still maintaining momentum.

By integrating Sandler principles into each touchpoint, you shift from a traditional sales cadence to a relational one. This approach not only improves response rates but also establishes trust, ensuring that your interactions are both valuable and welcomed. Over time, this cadence becomes less about “closing” and more about building partnerships that are mutually beneficial.

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