Sales development representatives face a ton of pressure each day and they always have a full plate.
Without clarity from leadership, SDRs won’t have the time or energy to delegate tasks, lay out objectives, and focus on the right accounts.
Lack of an objective-driven focus in SDRs throws off every department’s productivity as well.
Fortunately, you can make some strategy adjustments to your SDR processes so everyone can reap the benefits.
How to Boost SDR Performance with These Strategies
Most SDRs function best on autopilot, so having a concrete yet scalable structure is key to boosting SDR performance.
1. Focus on Account-Based Marketing
Although this is a marketing strategy, marketing to the correct people and accounts makes an SDR’s job much smoother.
Account-based marketing specifically helps reduce friction between marketing and sales handoff as well. SDRs can spend more time researching which will give them a better understanding of each key account and how to approach each lead.
2. Rethink Your Lead Scoring to Improve SDR Performance
What does your existing lead scoring process look like? If SDRs are spending too much time on dead-end leads, your scoring process could use some work.
SDRs can do their job much more efficiently when they’re working with the best intel. It might be worthwhile to make lead scoring a joint effort between marketing and sales so both departments can improve their tactics.
3. Implement and Optimize a CRM
Every SDR team needs the appropriate tools to do their job. A CRM is a must for keeping your SDRs focused and efficient.
A CRM, or customer relationship management system, provides a centralized dashboard for tracking leads and account activity, integrating pieces of technology, interacting with leads, and syncing data.
Syncing data in one place from multiple sources is especially important because it gives your SDRs a comprehensive understanding of each lead’s or account’s behavior and stage. From there, SDRs are empowered to select the best language and approach for each lead. And let’s not forget precise syncing of systems gives leadership accurate dashboard data to make the best business decisions.
4. Set Clear and Attainable Objectives
Working on autopilot doesn’t provide the best opportunities to think objectives through and how to meet them. Instead, give SDRs the benefit of structure by setting clear and attainable objectives.
70% of companies that follow a structured sales process enjoy higher performance than those that wing it.
When they have clear objectives and specific KPIs, SDR performance will increase because they’ll know what to prioritize throughout the day and week.
5. Develop a Consistent Onboarding Process to Improve SDR Performance
Unfortunately, many organizations don’t use a consistent and effective onboarding process for new SDR hires. A low-quality or generic onboarding process sets the stage for mistakes, underperformance, and lack of focus on end-goals.
First, make sure your SDR onboarding protocol mentions the role’s objectives, expectations, and required training.
Next, ensure your onboarding process is flexible enough to adapt based on each hire’s experience and knowledge of the industry and job. Design a handful of distinct training programs for your technology, culture, communication, and lead conversations so every SDR hire has the tools they need to succeed.
Most importantly, make sure your onboarding clearly lays out who each SDR should report to for questions, concerns, or suggestions on improving processes – and make sure they know each line is always open and welcome.
6. Approach Underperformance the Right Way to Boost SDR Performance
How you approach underperformance in your SDRs, and really your entire team, can dictate your entire organization’s success.
Underperformance or mistakes must be addressed immediately. Ideally, use a CRM and tracking system to analyze work and look for discrepancies.
The goal is to address problems before they turn into habits. Show – don’t tell – SDRs what correct processes look like.
However, it’s equally important to approach SDRs about their underperformance respectfully and with constructive advice. No one likes being talked down to by their higher-ups or scolded for honest mistakes.
7. Look for Areas to Relax with Automation
Much of an SDR’s job requires human interaction and this should never be replaced with machines. However, before interacting with leads, SDRs rely on intel to guide their conversations and decide who to approach.
Tasks like research and data analysis are ripe for automation. AI can identify subtle behavioral patterns that go unrecognized by humans. Plus, AI systems improve over time thanks to machine learning.
With automation, SDRs will have more time to focus on the interactions that matter.
8. Make Sure SDRs Know What Customers Want
Humans aren’t machines. You can’t just say the right things and expect them to buy. Make sure your SDRs know exactly what your buyers want. For example, 69% of buyers say personalized offers and recommendations are important for helping them drive more value from your product or service.
Make sure your SDRs take a unique approach to every lead – and that your SDRs have the time to do so.
Create an Environment to Empower Your SDRs to Succeed
SDRs need a combination of the right objectives, tools, and communication. Flexible structure is key to setting your SDRs up for success and empowering them to make the best use of their time.
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