How Biassa's CEO used a sales cadence to organize meetings with 11 of the world's largest e-commerce companies
Posted: Sun Jan 19, 2025 4:58 am
In this article, we tell you about the experience of Carlos Monteiro, co-founder and CEO of the IT company Biassa.
A client once asked me to help him increase his sales and presence in the UK market, specifically with the top 200 fashion and apparel brands and retailers in the region.
Unlike in his home country of Brazil, he only had five contacts in the UK. To be successful in this market, he had to build his network from scratch.
Despite his lack of knowledge, he expanded his network to over 300 contacts, bosnia and herzegovina phone number material many of whom were leading e-commerce and apparel players in the UK, Dubai, Turkey and Romania.
These contacts led to 11 meetings with some of the world's leading e-commerce companies, and a total of $2.13 million in new business opportunities for his client.
Below, we share with you some practical advice from Carlos Monteiro on how to develop your own sales cadence, from building your prospect list to acquiring a customer.
We will detail the process that led to their meetings with some of the world's leading e-commerce companies, including Farfetch, Debenhams and Ted Baker.
1. Preparation
People often go down the wrong path from the start. They don't have a clear idea of their target customers, so they go after every single prospect they can think of. This strategy isn't effective. Why waste time chasing potential customers you're not well equipped to serve?
Before you do anything else, you need to make sure you understand who your potential customers are. Here are some questions you can answer for yourself to narrow down who you want to target :
Which sector does my product best fit?
How mature are my ideal clients? Are they start-ups? Companies with funding? Multinationals?
Which regions do I want to focus on?
This is not an exhaustive list, but it should help you start defining who you want to focus your efforts on. Once you have an idea of who you want to target, it is essential to know some basic characteristics of the potential client. To do this, you should know at least the following about the target companies:
Company name
Number of employees
Location
Aspirational internal contact (who would you like to talk to if you had the chance?)
Realistic contact (Who do you think you can really talk to?)
How many people do you want to contact to manage the account (the sum of points 4 and 5)
What social networks do the company and its contacts from points 4 and 5 use?
The answers to these questions will help you spend less time chasing bad leads. When you reach out to prospects, show them that you are specifically targeting them and have something unique to offer. To do this, you need to understand as much as you can about them and their business. Before your first contact, try to learn the following about your prospect:
Your pain points
What can you be afraid of?
The changes that are taking place in your market
Your competitors
The answers to the questions in the 3 sections above will help you stand out from the crowd when you reach out to your potential client.
You'll be able to demonstrate that you understand your business, cite the specific challenges you may face, and reach out to prospects through the channels that offer you the greatest chance of success.
Carlos Monteiro believes that marketing and sales should always be fully aligned. Building a buyer persona can be a daunting task. If you run into any obstacles, we suggest using HubSpot's free buyer persona tool .
2. Develop sales cadences
Now that you know who your targets are, what their industry is like, and the best ways to reach them, it's time to start the conversation. Below, Monteiro outlines the general sales cadence he uses, which combines old-school methods (calls) with newer methodologies (social media).
Total number of companies contacted: 90
Total responses: 21
Positive responses (agreed to a meeting or demonstration): 11
Negative: 10
In progress: 11
No response: 58
2-3 points of contact/professionals per company
On average, I needed 46 actions per contact.
That's an average as some companies like Debenhams (70+ actions) or Farfetch (300+ actions) required more effort to get a meeting. Here's the breakdown per day:
A client once asked me to help him increase his sales and presence in the UK market, specifically with the top 200 fashion and apparel brands and retailers in the region.
Unlike in his home country of Brazil, he only had five contacts in the UK. To be successful in this market, he had to build his network from scratch.
Despite his lack of knowledge, he expanded his network to over 300 contacts, bosnia and herzegovina phone number material many of whom were leading e-commerce and apparel players in the UK, Dubai, Turkey and Romania.
These contacts led to 11 meetings with some of the world's leading e-commerce companies, and a total of $2.13 million in new business opportunities for his client.
Below, we share with you some practical advice from Carlos Monteiro on how to develop your own sales cadence, from building your prospect list to acquiring a customer.
We will detail the process that led to their meetings with some of the world's leading e-commerce companies, including Farfetch, Debenhams and Ted Baker.
1. Preparation
People often go down the wrong path from the start. They don't have a clear idea of their target customers, so they go after every single prospect they can think of. This strategy isn't effective. Why waste time chasing potential customers you're not well equipped to serve?
Before you do anything else, you need to make sure you understand who your potential customers are. Here are some questions you can answer for yourself to narrow down who you want to target :
Which sector does my product best fit?
How mature are my ideal clients? Are they start-ups? Companies with funding? Multinationals?
Which regions do I want to focus on?
This is not an exhaustive list, but it should help you start defining who you want to focus your efforts on. Once you have an idea of who you want to target, it is essential to know some basic characteristics of the potential client. To do this, you should know at least the following about the target companies:
Company name
Number of employees
Location
Aspirational internal contact (who would you like to talk to if you had the chance?)
Realistic contact (Who do you think you can really talk to?)
How many people do you want to contact to manage the account (the sum of points 4 and 5)
What social networks do the company and its contacts from points 4 and 5 use?
The answers to these questions will help you spend less time chasing bad leads. When you reach out to prospects, show them that you are specifically targeting them and have something unique to offer. To do this, you need to understand as much as you can about them and their business. Before your first contact, try to learn the following about your prospect:
Your pain points
What can you be afraid of?
The changes that are taking place in your market
Your competitors
The answers to the questions in the 3 sections above will help you stand out from the crowd when you reach out to your potential client.
You'll be able to demonstrate that you understand your business, cite the specific challenges you may face, and reach out to prospects through the channels that offer you the greatest chance of success.
Carlos Monteiro believes that marketing and sales should always be fully aligned. Building a buyer persona can be a daunting task. If you run into any obstacles, we suggest using HubSpot's free buyer persona tool .
2. Develop sales cadences
Now that you know who your targets are, what their industry is like, and the best ways to reach them, it's time to start the conversation. Below, Monteiro outlines the general sales cadence he uses, which combines old-school methods (calls) with newer methodologies (social media).
Total number of companies contacted: 90
Total responses: 21
Positive responses (agreed to a meeting or demonstration): 11
Negative: 10
In progress: 11
No response: 58
2-3 points of contact/professionals per company
On average, I needed 46 actions per contact.
That's an average as some companies like Debenhams (70+ actions) or Farfetch (300+ actions) required more effort to get a meeting. Here's the breakdown per day: