The stream of new businesses has not gone unnoticed. While this increases opportunities, this also tightens the competition. Enterprises are now focusing on ways to increase the quantity and the quality of their leads. As a result, the sales and marketing teams of competitive businesses are forced to evolved.

Currently, a number of companies in different industries are now utilizing Sales Development Representatives (SDRs) in their bid to improve their sales processes. However, challenges are usually behind any new innovation. Since the role of SDRs are fairly new, the best strategies on how to optimize and maximize them remain to be vague. While the need for them is obvious, there is still some confusion on standards and best practices.

What is SDR’s Role in Sales anyway?

The SDR role focuses on growing the company’s pipeline through outbound prospecting and lead qualification. What differentiates them from other sales personnel is their interaction with leads.

SDRs concentrate on moving leads up the pipeline and through the marketing funnel. They make sure that the majority of leads moving through are qualified and will be converted into sales. This way, the Account Executives are able to pinpoint the MQLs and SQLs, saving time and resources in the process.

Six Best Practices that SDRs Should Follow

Though there are many tasks expected from SDR, here are six of the best practices that will allow you to get the most out of your sales team.


1. Knowing the product
How can your SDRs sell a product they don’t know? As SDRs, it’s important to know the products and services inside and out. SDRs must be experts so they can sell confidently and answer all the questions from leads and potential clients.

Give them the proper training and the right tools so they can become well informed on your services. Remember, provide the right fuel so they can go places.

2. Implementing smart processes
Sales development is a repetitive and continuous process. That’s why it’s important to have an efficient process laid out for them to implement. Make sure that your SDRs are briefed and trained on the standard protocols, tasks, and expected outputs.

The truth is, SDRs will not be able to implement a process correctly and efficiently if it has a lot of loopholes and inconsistencies.

3. Customizing outreach efforts
Yes, your SDRs should follow specific guidelines and protocols. However, that doesn’t mean that the way they do their outreach should be rigid and exactly the same every time.


Yes, your SDRs should follow specific guidelines and protocols. However, that doesn’t mean that the way they do their outreach should be rigid and exactly the same every time.

Personalization always works best when it comes to sales and marketing. Train your SDRs to be genuine and personal when they engage with potential clients. On your part, make sure that you continue to provide them with up-to-date training and new creative tips that work.

4. Asking the hard questions SDRs must be able to answer all questions about the product, but asking questions is a totally different thing. It’s important for SDRs to zero in on the hard questions so they can know more about the leads, their pain points, their needs, and the solutions they are looking for.

This crucial information should be readily available by the time the lead is passed on to the account executive. That way, they know how to best close the deals coming their way.

5. Pinpoint the right timing Timing is everything! SDRs should know when a lead is showing interest, and when they are about to lose it! SDRs should be trained to be perceptive when it comes to determining if it’s the right time to do a follow-up. In an industry largely dependent on communication, timing can make or break a deal.

6. Being resilient
Working in sales is hard, and that’s the truth. It requires someone whose spirit cannot be easily broken. Excellent SDRs can jump from one lead to the next with full enthusiasm, and without missing a beat. There are people who are naturally gifted with this, but do note that not all sales representatives are as resilient as others. In cases like these, make sure they are provided with open communication and support from the team and management.

It’s important for SDRs to remember that it’s not just about surviving, but it’s about learning. What did they learn from each reach-out they made and how can they apply it moving forward?

When you provide your SDRs the right tools, the right information, and a nurturing environment, you will definitely see results. A strong team of SDRs is a great foundation for any sales department. Unlock their potential and reap the benefits.

Every month PureB2B works with more than 500 clients, delivering thousands of leads. We’ve seen the good —and the not so good—of lead generation. We understand your challenges and compiled from our know-how this best practices guide; From Fail to Sales: Turn Long Lead Lists into Big Gains, to help accelerate your leads through the funnel, driving increased conversion and ROI.

From Fail to Sales turn long lead lists into big gains