The role of a sales development representative (SDR) has evolved so much over the last decade with technology advancements and ever-changing approaches.
With this change, so there are no guarantees, what brought success yesterday, will work tomorrow.
B2B Sales teams have always used SDRs to play a key role in their lead generation process to engage with, identify & qualify potential prospect for a sales person to run a sales cycle. .
On occasion, you may hear the Sales Development function is compared to a bog-standard telemarketing approach which emphasizes on a volume approach and essentially "spray and praying" generic pitches to prospects.
When executed properly, this couldn't be further from the truth. Sales Development is most successful when implemented in a strategic approach aligned closely with sales and marketing.
In this blog, we take a look into the role of an SDR, what skills they need and how to be successful, as well as other valuable insights and practical advice.
What is the SDR job description
The day to day tasks for sales development representatives are focused around generating new customers for the company. Usually, it is an entry-level sales position where no previous experience is needed, although some exposure to sales can be useful.
Here are some of the responsibilities of an SDR:
Book meetings with ideal prospects within target accounts through outbound initiatives such as cold calling, emails, social outreach etc.
Generating lists of decision makers and influencers within target accounts to create accurate contact data sets.
Follow up on inbound leads and prospects that have enquired about the companies services.
Share relevant marketing content with prospects to add value and insights
Research target accounts and prospects to identify where there may be a pain, challenge, or compelling event to engage.
Generating conversations in target accounts with prospects, and working closely with an Account Executive to progress the deal into a pipeline opportunity.
Strategically working closely with an Account Executive to plan outreach approaches and go deeper and wider to other stakeholders.
What skills are needed to become a great SDR?
The SDR role is certainly not easy, although it can be great learning curve and stepping stone into the world of sales - especially in B2B Technology.
Accelerix has helped thousands of SDRs ramp up and hone their craft, so let's look at what characteristics are needed to be successful (every SDR is different, but here are some of the traits we see pop up often).
Good listening
The best SDRs are ones that listen to their prospect.
There is a common misperception that to be good at sales, you need the gift of the gap - this is not true! In fact, you learn so much more than letting the prospect speak and hearing what they have to say.
Listening allows you to have more human interactions, and comes across that you're not just trying to pitch and sell to them.
This skill allows you to listen to specific triggers, better engage, ask appropriate questions and make a clear decision on whether there is a good fit.
Coachable
Whether you are a junior SDR, or a Chief Revenue Officer with 40 years experience in sales, you can always continue learning.
The best SDRs know this, and continuously take the time to improve - whether that's listening to podcasts, reviewing their cold calls, or asking mentors for advice.
If you improve 1% every day, just imagine how great you can be!
Resilience
Make no mistake about it, the SDR role isn't easy.
You need thick skin and to be able to handle rejection well. You're going to receive a lot of no's, but remember, it is one step closer to a yes!
A good fit is usually someone who has been through some adversity; so the military or a sporting background is ideal.
Curiosity
Great SDRs understand that there job isn't just about booking a meeting, it is uncovering pain.
Therefore, the best SDRs focus on having conversations, and ask great questions to address prospects challenges, understand their context and react accordingly.
Be curious!
Creativity
In today's world, there is a lot of noise and competition out there.
VP's, Heads of, and C-Level executives are constantly being bombarded with outreach.
As a result, you need to be able to stand out from the crowd and show them you're different. The more creative your outreach, the more traction you'll get.
Intelligence
To execute all of these skills, good Sales Development Representatives convey intelligence.
They are smart individuals who know that they need to immersive themselves in the context of the prospects/account, in order to understand their pain, and therefore accurately convey how they can support them.
nderstanding Sales Development
Sales Development is the process of identifying and qualifying potential customers (or prospects) to ensure they are a good fit for your product or service. In most cases, this is performed by Sales Development Representatives (SDRs) (They may also be referred to Business Development Representatives (BDRs).
An SDRs responsibility is to engage with prospects with the focus on generating a meeting to hand over to the sales team. This can be in the form of a proactive cold approach, or working with marketing to follow up on MQLs (Marketing Qualified Leads) to bridge the gap between sales and marketing.
In summary, SDRs help start the sales process within target accounts and are there to increase the amount of pipeline in the funnel.
Key Elements of Sales Development
Account Mapping and Research: One of the foundational steps in Sales Development is thorough account mapping and research. This involves identifying target companies and key decision-makers within those organizations. By understanding the organizational structure, pain points, and business needs of potential clients, SDRs can tailor their approach to resonate with the prospects' specific challenges and goals.
Strategic 1-to-1 Multi-Touch Approach: A successful Sales Development strategy involves a personalized, multi-touch approach that spans various communication channels. This includes:
Email: 1 to 1 personalized emails that address the prospects specific pain combined with though leadership nurturing content to build brand awareness.
Telephone: Targeted, tailored approach to share insights and discuss challenges other stakeholders are facing, to generate meaningful conversations.
Social Media: Leveraging platforms like LinkedIn to connect with decision-makers, share relevant content, and engage in industry discussions.
Proactive Hunting in Target Accounts: Rather than relying solely on marketing-generated leads, proactive hunting involves SDRs actively reaching out to identified target accounts. This approach ensures allows company's to be purposefully target specific segments and prospects that fall under their ICP, increasing the chances of conversion.
How Sales Development Supports B2B Sales Teams.
For B2B Sales teams, the sales cycle can be particularly complex, often involving multiple stakeholders and extensive product evaluations. Here’s how Sales Development can support these companies:
Accelerating the Sales Cycle: By identifying and qualifying leads early in the sales process, SDRs help streamline the sales cycle. This means that the sales team can focus on closing deals with prospects who have already expressed interest and meet the ideal customer profile.
Increasing Pipeline Generation: An effective Sales Development strategy ensures a consistent flow of qualified leads into the pipeline. This is crucial for B2B tech companies where the sales process can be lengthy, and maintaining a robust pipeline is essential for sustained growth.
Enhancing Lead Quality: Through diligent account mapping and research, SDRs ensure that only high-quality leads are passed on to the sales team. This reduces the time spent on unqualified leads and increases the chances of closing deals.
Building Relationships with Decision Makers: By using a multi-touch approach, SDRs can build strong relationships with key decision-makers. This is particularly important in the B2B tech space, where trust and credibility play a significant role in the buying decision.
Playbook and messaging development: The message used for speaking to prospects who come inbound, won't necessary be successful from an outbound perspective. Cold calling is a great tool to allow you to test, iterate and refine your messaging when pivoting your ICP.
The Importance of AE and SDR Collaboration
The best SDRs often have a very strong partnership with the Account Executive (AE) they are booking meetings for - the success hinges on this. Regular communication is key, allowing both parties to share insights, align on goals and strategically target specific accounts.. This alignment ensures that both the AE and SDR are working towards the same objectives.
Conclusion
The role of an SDR has evolved significantly, requiring a strategic and targeted approach rather than outdated mass outreach tactics.
A successful SDR focuses on research, personalized engagement, and close collaboration with sales and marketing teams to generate high-quality leads. Key skills such as resilience, curiosity, creativity, and strong listening abilities are essential to excel in this role.
By leveraging a multi-touch approach and proactive outreach, SDRs play a crucial part in accelerating the sales cycle, increasing pipeline generation, and ensuring meaningful connections with decision-makers.
