This one is not only the most important but also the most challenging aspect of the SDR job, so pay extra attention when introducing it to your team. Here are some of the essential activities you should address with your SDRs when introducing your prospecting process:
There’s a great deal of science in writing sales emails — from picking the appropriate variables, defining the perfect email length, or creating an optimal sending schedule. In the long run, it all boils down to how successful your SDRs will eventually be.
That is why you need to spend more time on this step; teach your SDRs how to write effective subject lines, create and customize email templates, follow up with prospects, A/B test and optimize their sequences accordingly. SDRs should also understand the importance of personalization and segmentation to effective email outreach. Rather than trying to use email blasts with zero targeting, help your SDRs use what they’ve learned about your ideal customers to send relevant messages that are personalized to them and their needs.
Encourage your SDRs to experiment with different ways of standing out in a prospect’s inbox. For example, with tools like Vidyard, it’s now easy to create and send videos with your email, adding a personal touch to an automated campaign.
They say that cold calling is dead but that’s not true. Nearly half of B2B buyers still prefer to be contacted via phone, which makes “smiling and dialing” one of the most powerful outbound prospecting methods.
Teach your SDRs how to pick up a phone and start dialing. Calling a stranger isn’t easy, especially when it’s a sales call, so give your SDR the support they need. No one should ever have to pick up the phone without knowing what to say, so make sure your new SDRs have a script they can use to get started.
That doesn’t mean reading the sales script word for word from a sticky note though. As helpful as they are, sticking rigidly to scripts can lead to wooden and awkward conversations that go nowhere. Coach your SDRs on how to make their conversation meaningful and personalized, handle common objections on the spot, or act in a non-standard situation.
One method you could try is role play. Sit down with your SDRs and run through a series of mock calls. Go through the most common objections and throw them some unexpected questions until they’re comfortable and confident in their ability. Then, when they’re on the phone for real, this attitude will come through in their delivery.
Of course, many times the call won’t even connect. As a result, make sure your SDRs know how to leave a compelling voice message. In the event they are connected to a gatekeeper, coach them on what to say and how to increase their chances of getting through to the intended person.
It’s also impossible to disregard the impact social media might have on your sales. In fact, 78% of the teams who use social selling tend to outperform their peers who don’t. That is why more and more organizations integrate social selling into their outbound and inbound processes.
This means you need to coach your reps on how LinkedIn or Twitter can help them do their job — from engaging the prospect and booking demos to building their personal brand for consultative selling as a part of your SDR process.
Lastly, you need to make sure the SDRs know how to effectively use all of the listed channels in combination, such as building multichannel outreach sequences that use a mix of different touchpoints. And that is exactly what sales engagement is about.
As a relatively new word in B2B sales, it’s quickly becoming a new standard. As a result, SEPs (sales engagement platforms) like Reply that help sales reps bridge the gaps between different sales channels (emails, phone calls, SMS, personalized videos, manual tasks, and social outreach) can make SDR teams more effective and will be front and center in any sales stack.
To be clear, sales engagement means more than just using different channels. For the best results, you have to combine those channels in the most effective way. Your SDRs will need to work out the best cadence for their outreach. Having a clearly defined sequence that incorporates different channels with scheduled follow-ups on different days increases the chances of a successful outcome.