How do you maximise long-term SDR performance?
With PE backing this top UK connectivity company is under constant pressure to navigate the fiercely competitive landscape of a commoditised market and build a consistently full top of funnel.
One of their most critical challenges has been a performance gap across their SDR team. Despite previous broader sales training, the Sales Development Representatives (SDRs) lacked the focused support and consistent coaching needed to thrive.
In a market where price is nearly always the key factor in winning deals, how could the business empower their SDRs to effectively sell value and deliver meaningful pipeline?
Insight
Having worked with the business for some time, we had good knowledge of the key challenges faced by their sales teams.
With limited internal resources and a rapidly changing team dynamic, including leadership personnel, the question loomed: how do you build a winning SDR culture in such an environment?
Several specialist members of our team shared their experiences of working with the Sales leaders to provide the due diligence needed to inform specific solutions for the top of funnel pressure they were experiencing.
Action
Recognising the need for immediate and targeted intervention, our SDR and Rev Ops Specialist, Josh Bruer implemented a three-month intensive training and coaching programme, shifting the focus from simply making calls to strategic, value-driven conversations. He used a four-stage programme; Assess, Improve, Embed and Maintain. In this case, based on our existing relationship and understanding of the business, he has the knowledge needed to go straight to the improvement stage.
- Structured Training: Initial sessions focused on personas, core scripts, and essential sales techniques, laying a solid foundation.
- Weekly Call Reviews: The introduction of recorded call reviews created a culture of self-awareness and continuous improvement. SDRs gained invaluable insights into their strengths and areas for development.
- Personalised Coaching: Josh provided weekly tailored feedback and guidance, helping SDRs refine their approach and build confidence.
- Enablement Tools: Creation of question guides and other resources addressed specific gaps in the SDRs’ knowledge and skills.
- Culture of Review: The embedding of a culture of call review was key to the change.
Transformation
The results were profound.
SDRs reported a significant boost in confidence and a tangible improvement in their performance. They embraced the call review process, recognising its power to accelerate their development. Anecdotal feedback was overwhelmingly positive and while precise quantitative metrics were not the primary focus, the SDRs were now consistently hitting targets every month; a clear upward trend. Moreover, the skills and techniques learned have proven invaluable for mid-long term professional development for each individual.
Key Takeaways:
- Targeted Coaching Drives Results: Focused, personalised coaching can dramatically improve SDR performance, even in challenging markets.
- Call Reviews Foster Growth: Implementing call recording and review as a ‘norm’ empowers SDRs to take ownership of their development.
- Culture is Key: Building a supportive and growth-oriented culture is essential for SDR success.
- Skills Transfer: The skills learned through coaching can have a long lasting effect on the individual.
Results
SDRs consistently book 8-10 meetings per month.
A ‘culture of coaching’ demonstrates that strategic investment in people enhances talent and drives pipeline growth.
Ahead
For this organisation, their experience highlights the power of investing in SDR development but, in parallel, the importance of having sales leaders who support and continue the coaching culture.
This is about seeing beyond a quick boost to the number of sales meetings, although clearly that is a huge benefit.
By focusing on coaching and cultural change, companies can transform struggling teams into high-performing assets. The story is a testament to the fact that even in highly competitive markets, a strategic approach to SDR training can yield significant results.