Building an efficient, motivated, and successful sales development team from the ground up require a good deal of time, knowledge and best practices for every sales managers.
One of the major challenges sales managers are facing concern the short SDR tenure. The average tenure of a Sales Development Rep is 14.2 month. Sales managers handle this problem using SDR’s natural ambitious mindset by offering them an internal promotion career plan within the sales development team.
Having a pin-sharp internal promotion road map implemented during the onboarding with precise milestone, clear targets and a continuous training environment is crucial to drive success in your sales squad and extend SDR tenure.
Entry-level sales reps or SDRs become demotivated after six month partially due to an unclear career path. Take the edge off this issue by setting up a two-tiered model using the SDR position as an entryway to the higher position, Account Executive (AE).
SDRs represent the utmost talent pool while looking for a new AE and there should be no reason to hire from the outside. SDRs are already used to the product features & benefits and are familiar with the Ideal Customer Profile (ICP). When sales managers kickoff hiring AE’s from the outside, that’s when SDR’s become discouraged and start looking for new openings in other companies. They do not see a clear career path toward higher position so they try to find it outside the company. Conversely when SDRs are working toward the AE position, they are committed, motivated, energetic and feel empowered by their leaders.
Establish a structured and transparent career program for your sales team based on relevant metrics for each position and fair goals.
Level 1: Outbound SDR
Onboard your sales employee as outbound SDR. Starting the sales journey as outbound SDR give them the opportunity to get to know the product, the internal sales process and the ICP without risking to lose deals. Outbounder divide their working time in two main activities; prospecting and cold emailing/calling.
SDR usually start building lists of prospects during the three first hours of work using sales prospecting platform such as Salestools. Prospect lists key point is to be as targeted and accurate as possible in order to save time when starting the outreach campaign.
The rest of the day is focus on reaching out prospects (emails and phone call), bypassing gatekeepers and booking as much demo as possible to their respective Account Executives.
Level 2: Inbound SDR
Your sales rep has evolved and start to be used to the product features & benefits, sales pitch, sales process and are ready to warm up prospects.
Inbound sales representatives play a vital role in the growth and success of companies as they are in charge of convincing website visitors (Inbound leads) to book demo. Inbound leads are so called “warm leads” because they have shown an interest toward the product by visiting the website, downloading an ebook or signing up for a newsletter. Inbound SDR therefore are in contact with prospects directly on the website through live chat or by emails and phone.
The main tasks of an inbound SDR is to answer questions about the product with prospects and convince them to have a demo with their respectives Account Executives.