You will be able to space touches across channels so you stay visible without becoming a nuisance.
Picture two sellers following up on the same prospect. The first sends an email on Monday, another on Tuesday, a WhatsApp on Wednesday and a call on Thursday. The second sends one email and then waits a month. The first one feels like a stalker. The second one has been forgotten. Neither gets a reply.
What separates them is cadence, the spacing of your touches over time. Lesson 6.1, Why one message is never enough, explained why you need several touches. This lesson is about where to put them, so you stay in the buyer's mind without becoming the person they mute.
People have favourite channels. Some live in their inbox. Some never check email but answer the phone. Some are on LinkedIn every morning. A sequence that only uses one channel only reaches the people who prefer it.
So mix them. A typical mix is email, a phone call and LinkedIn, with WhatsApp added only where it fits the rules and etiquette from module 5: the person gave you the number for that purpose, or a mutual contact introduced you. Changing channel also makes each touch feel less repetitive. A call after an email is a new kind of contact, while a fourth email in a row is more of the same.
Each channel brings its own rules with it. Before a marketing call or text to a Singapore number, the Do Not Call check from lesson 5.1 applies, so check your list before the sequence starts, not on the day of the call.
Put a few working days between your early touches. Close enough that the second touch still connects to the first in the buyer's mind, far enough apart that it does not feel like pressure. Then stretch the gaps as the sequence goes on.
The logic is simple. Early on, the buyer may simply have missed you, and a quick second touch catches the ones who meant to reply. Later, if they still have not responded, the timing is probably wrong for now, and more frequent contact will only annoy them. Wider gaps give their situation time to change.
Here is Mei's five-touch cadence over three weeks, as an example. The days count from the first touch, and she starts on a Tuesday so no touch falls on a weekend.
Day 1, Tuesday, email: her four-part email from lesson 4.1, built around the prospect's trigger. Day 3, Thursday, phone call: the four-part opener from lesson 3.1, referring to the email. If she has to leave a voicemail, it is one sentence and her number. Day 8, Tuesday, LinkedIn: a connection request with a short note, or a comment on a recent post if they are already connected. Day 14, Monday, email: something useful, such as her short list of the documents banks commonly ask for when a business applies for a loan, and a simpler ask. Day 21, Monday, email: the closing message.
The gaps run two days, five, six, then seven. Every touch adds something new, as lesson 6.1 asked: a trigger, a voice, a face, a resource, a clean ending.
The last touch in a sequence is a closing message. Its job is to make it easy for the buyer to reply, even with a no, and to leave the door open.
Mei's reads: "Hi Jason, I've sent a few notes about bookkeeping for the new outlet and haven't heard back, which usually means the timing isn't right. I'll stop here. If month-end becomes a headache later in the year, just reply to this and I'll pick it up."
This message can draw a reply when earlier ones did not, because it asks for nothing and lets the buyer off the hook. Some reply to say thanks and not now, which is useful information. Some reply to say it is actually a good time. And the ones who stay silent have been treated politely, so they are still open to hearing from you if a new trigger appears.
After the closing message, mark the prospect as lost in your CRM with the reason "no reply, timing", and set a next step to check back in a few months. Lesson 6.3, The minimum CRM fields worth tracking, explains how.
Your first cadence is a guess. Treat it the way you treated your emails in lesson 4.4, Write and test three cold emails: change one thing at a time and watch the reply rate.
Change only one gap per test. If you shorten the gap between touches two and three and also swap the LinkedIn touch for a call, you cannot tell which change mattered. Run the new cadence on a similar group of prospects for a few weeks, then compare replies with the old one. Darren found his clients replied more when his second touch came a week after the first rather than two days later, probably because new parents need time to get to their messages. That is his finding with his buyers, and yours may be different.
The activity below asks you to draw your own five-touch cadence over three weeks, with the channel and day for each touch and the one new thing each touch adds.
Draw a five-touch cadence over three weeks with the channel and day for each touch, and the one new thing each touch adds.
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