SDRs not performing?

A group of people

In a fast-paced, results-driven world of sales, it's easy to point fingers at Sales Development Reps (SDRs) when targets aren't met. But have you ever considered that the problem might lie with the manager and not the SDR?


Effective Onboarding and Structured Training Programs

An effective onboarding program is key. It sets the tone for an SDR's journey in the company and lays a strong foundation for their growth. Yet, many organizations miss the mark here. Training often focuses solely on product knowledge – 'what to sell'. What's missed? Training on 'how to sell'. It's the technique, not just the product knowledge, that turns an SDR into a sales superstar.


Essential Sales Skills Beyond Product Knowledge

Today's SDRs need to juggle multiple hats. They are not just salespeople; they're social media experts, email marketing gurus, and networking geniuses. They need to master LinkedIn, not just for networking, but for prospecting, research, and social selling. They must manage CRM systems effectively, keeping track of leads, conversions, and targets. And let's not forget the art of calendar management - a skill often overlooked but critical for productivity and performance.

What about crafting top-notch 1-1 emails? These are crucial for grabbing attention in a crowded inbox and moving the prospect further down the sales funnel. Unfortunately, the art of writing compelling emails is seldom covered in conventional training.


The Implications of Missing Components in Training

Without a well-rounded, structured training program, SDRs face an uphill battle. The ramp-up time increases, performance often remains sub-optimal, and precious time is wasted on activities that don't bring in results. Moreover, without a robust email strategy, the top of the funnel remains weak.


Additional Factors Impacting SDR Performance

But it's not just the initial training that matters. The journey to becoming a top-performing SDR involves other elements. Clear targets and expectations help the SDR understand exactly what's expected of them. A well-defined lead qualification process ensures they focus on high-potential leads, while regular soft skills training helps in improving communication and customer interaction.


Building a Supportive and Growth-oriented Sales Culture

A culture of continuous learning and feedback promotes growth. It is important to ensure SDRs are technologically proficient, well versed with the company's workflows, and aware of their career progression paths. Additionally, maintaining a focus on mental health, resilience, and emotional intelligence is key in high-pressure sales roles.


Enhancing SDRs' Sales Expertise and Approach

Finally, training should cover understanding and tracking KPIs, industry-specific knowledge, creativity and adaptability in sales approach, negotiation skills, unconscious biases in sales approach, and the importance of role play and scenario planning.


At the end of the day, if SDRs are underperforming, it may be a wake-up call for sales managers to relook at their training methodologies. With a focus on the right kind of training – initial and continuous – SDRs can truly be set up for success. After all, the journey of an SDR is a marathon, not a sprint.