Before you start building out a team of SDRs, it’s important to answer one question:
What does a good SDR call sound like?
After all, the answer will impact everything from who you hire to what your calling scorecard looks like. However, there isn’t a universal answer to this question — it all depends on what your company does and cares about.
Here are four steps that’ll help you figure out what a good SDR call will sound like at your company.
- Figure out your goals.
First, it’s important to figure out what you want SDRs to accomplish in each call. Is it to get a credit card payment? Set up a meeting? Gather information about the company or prospect? By figuring this out before you start hiring or training reps, it’ll be easier to set up individual KPIs and know what to put on your call coaching scorecard.
- Categorize each type of call.
Another reason why there’s no gold standard for a good SDR call is because inbound and outbound calls are totally different and require distinct skill sets. Before you start identifying examples of good calls, it’s important to figure out the types of calls reps will be making and what you’d expect out of each.
For example, inbound calls require tighter qualification — you’d want your reps to dive deep into the problems that the prospect is trying to solve. On the other hand, it’s important for SDR reps working on outbound calls to open strong and quickly identify pain.
By recognizing the differences between each type of call, you can separate expectations and goals and get a better idea of what a good call looks like for each type.
- Certify your team on the different call types.
Next, it’s time to either start hiring reps with the skill sets you’ve identified or evaluate your current team members’ strengths and weaknesses to figure out which call they would be best suited to handle. Each type of call is equally important to the sales process, so make sure you treat each sub-team the same and encourage them to communicate and work together to accomplish your higher goals.
- Listen to and evaluate calls.
Finally, it’s important to listen to recorded calls so you can create a strong and consistent feedback loop for your reps. Should the SDR listen more than they talk? Is it more important to focus on rapport building or get to the point right away? Are reps listening for pain and asking open-ended questions?
With enough time, you should be able to spot patterns and get a good idea of what SDRs need to do to be successful. Then, you can pull examples of “good calls” for future SDRs to learn from.
It may take some time, but figuring out what good SDR calls sound like at your company is important groundwork that’ll make call coaching more effective. Good luck!