A follow-up cadence is the specific sequence of when, how often, and through which channel you follow up with a lead. Most businesses either follow up too little (one call, one WhatsApp, then nothing) or too much (daily messages that feel like harassment). The right cadence depends on your deal type, your buyer's decision timeline, and the channel you are using.

These nine cadences cover the most common Mumbai sales situations each one designed to match the buyer's psychology and timeline.

Cadence 1: New inbound lead (first 48 hours)

For: All new inbound leads, regardless of source. Timing: Minutes 0 ? Day 1 ? Day 2 Channel: WhatsApp primary, phone secondary

• Minute 0: Automated WhatsApp acknowledgment
• Day 1: Rep call (if no response to WhatsApp, leave a voicemail)
• Day 2: WhatsApp follow-up: "Hi [Name], I called yesterday. Happy to connect at a time that suits you here is my calendar link."

Why it works: 48 hours is the window when inbound intent is highest. Beyond 48 hours, the lead has moved on mentally.

Cadence 2: Post-first-call follow-up

For: Leads who had the first call but have not moved to the next step. Timing: Day 1 ? Day 4 ? Day 9 Channel: WhatsApp + email

• Day 1: WhatsApp "Great speaking with you. Sending the [resource/case study/proposal outline] we discussed."
• Day 4: WhatsApp "Just checking if you had a chance to review what I sent. Any questions?"
• Day 9: Email: "Wanted to circle back. Happy to set up a quick follow-up call this week."

Cadence 3: Proposal follow-up

For: Leads who received a proposal and have not responded. Timing: Day 3 ? Day 7 ? Day 14 Channel: WhatsApp primarily

• Day 3: "Did the proposal arrive okay? Happy to walk through anything."
• Day 7: Call attempt + "I called today happy to discuss when convenient."
• Day 14: "Final follow-up: if the timing is not right, no pressure just let me know and we can revisit when it suits."

Cadence 4: Long-cycle B2B (deal > ?2 lakh, cycle > 4 weeks)

For: Enterprise or complex service deals with long decision cycles. Timing: Weekly, over 6 8 weeks Channel: WhatsApp + email alternating

One touch per week, alternating WhatsApp and email. Each touch delivers something useful a relevant case study, a market insight, a specific answer to a likely question. Never more than one message per week. Never a generic "just checking in."

Cadence 5: After-hours lead

For: Leads who enquired outside business hours. Timing: Immediate ? next business morning ? Day 3 Channel: Immediate automated WhatsApp, then human follow-through

• Immediate: Automated WhatsApp qualifying message (AI sales rep)
• Next morning: Rep call based on qualification data from overnight conversation
• Day 3: If no meeting booked, WhatsApp nudge

Cadence 6: Cold lead reactivation (3 6 months old)

For: Closed-lost leads from 3 6 months ago. Timing: Day 1 ? Day 7 ? Day 14 Channel: WhatsApp

Three messages only. Specific re-engagement (what changed or what is new), a value-add piece, and a graceful close. See re-activating dead leads with automation.

Cadence 7: Referral lead

For: Leads referred by an existing client or contact. Timing: Within 1 hour ? Day 2 ? Day 5 Channel: Personal call first, WhatsApp second

Referral leads expect human attention. Call within the hour. Reference the referral specifically. No automated first response a human rep handles referrals from the first touch.

Cadence 8: Demo or site visit follow-up

For: Leads who attended a demo, site visit, or clinic visit. Timing: Day 2 ? Day 5 ? Day 10 Channel: WhatsApp + personalised email

• Day 2: "How did the [demo/visit] go any questions I can answer?"
• Day 5: One piece of relevant social proof (review from a similar client)
• Day 10: Direct ask: "Ready to take the next step, or would another conversation help?"

Cadence 9: Client upsell

For: Existing clients who may benefit from an additional service. Timing: 30 days after first delivery ? 90 days ? 180 days Channel: WhatsApp from account manager

Three gentle upsell touches over six months. Each one references a specific result from the existing engagement and introduces one adjacent service as a natural extension. Never a cold pitch always a continuation of the existing relationship.

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