People argue endlessly about cold calling versus email versus social selling. Some reps play a numbers game and reach as many prospects as possible. Others go narrow and highly targeted. Neither is right for everyone. Find what works for you.
However an SDR gets there, the job comes down to four things: get attention, start a conversation, make the prospect think, and grow the relationship. Master those four and you have a real shot at success.
Get Attention
No matter your approach, the goal is the same: get the prospect to notice you and your solution. Build the right kind of visibility inside their world, and they'll actually recognize your name when you reach out.
Once you've got their attention, the next job is finding what will make them want to know more. Your message has to land hard enough to make them stop and listen.
Doing what you've always done won't cut it anymore. Technology gives you plenty of ways to personalize your message and cut through the noise. People share more about themselves on social channels than ever before, and most salespeople still ignore it. Find that information. Use it to earn the attention you need.
Start A Conversation
Eager SDRs sometimes try to close the deal before the prospect even knows their name. Don't. The only job of that first outreach is to get a response.
Getting a prospect to respond is one of the hardest parts of the job. Once they do, you've cleared that bar. Now you can show them why the conversation is worth their time.
Make Them Think
Add value early. Fast. One of the quickest ways to do that is to get the prospect thinking differently about their own situation. Show them where things could be better.
Once a prospect starts thinking, you're in the driver's seat. They get curious about why you reached out and want to learn more. That's the shift from a prospect who's just listening to one who's actually engaged, and it only happens when you move them off their current thinking toward something better.
Grow The Relationship
SDRs usually don't close the deal themselves. That's why growing the relationship, both with the prospect and inside your own company, matters so much. This part is more art than science.
Getting a prospect to buy into your message isn't the finish line. They still have to show up for the next meeting with an account exec. Prospects go dark. They no-show. Then you're back to square one, reselling a meeting you already booked. The best SDRs lock in a firm time before they hang up, and stay in touch right up until the handoff.
A good SDR is part marketer, part salesperson. The role has grown up over the last several years and keeps maturing as more companies invest in it. Businesses now see SDRs as a real part of the org chart, not an entry-level afterthought. Master these four things and you've got a real shot at lasting success in the role.