Your Sales Development Reps (SDRs) are the people on the front line of your business. They are the ones selling your product or service every day, and they are the ones who come face-to-face with potential customers, day in, day out.
Their main aim is to book demos so you can show potential customers what you’re all about, what you can offer, and how your service can help them and their businesses.
Booking these demos lies at the crux of your strategy. They’re the starting point of the customer journey, and they are your time to shine as a business.
So how you can you help your SDRs book more demos this week alone?
1. Create a Handbook
Creating a handbook (or a playbook, as it’s often called) ensures everyone is on the same page – everyone, that is, from your SDRs, to your accounts team and your senior managers.
This handbook should outline your sales processes and include details of how to reach out to prospects and interact with them. It should include sections on who it is you’re reaching out to, why you’re reaching out to those people in particular, and how you’re going to reach out to them.
By doing this, you’re imbuing your sales process with your company values and keeping everything streamlined.
Further down the line, you’ll want each of your SDRs to get creative and think on their feet but, to start with, you want to imprint your mission and your processes onto your team so everyone knows what they’re doing and why they’re doing it.
How this will land your SDRs more demos: They’ll know exactly who to reach out to, which means you’ll have a higher quality of prospect. They’ll also know how to reach out to them in a way that aligns with your business’s needs and ideals.
2. Give Your SDRs Easy Access
Your SDRs are in the thick of it every single day. They are endlessly qualifying leads and turning them into customers, so make the process easy for them.
Now you’ve got your handbook in play, you can also create a central folder for any contracts and documents that your SDRs need to access when they are in the onboarding process.
This folder should be easily accessible from any device, so even when your SDRs are on the go, they can still tap into files and ensure that potential clients get what they need in a timely fashion.
“Since they’re going to need to be able to draw up or edit documents, say a contract to close a deal, ensure that they can easily do so without jumping across multiple apps and devices,” says Senior Director of Citrix, Bill Carovano.
How this will land your SDRs more demos: By making sure everything is at their fingertips. Frantically searching around for hidden documents, or having to go through several levels of management to access files holds up the onboarding process no end. You want to make it as streamlined as possible so your SDRs look and feel professional at all times.
3. Offer Training
Training is key in ensuring your SDRs are performing to the best of their abilities. You want to make sure they are on top of current trends, know every detail of any changes in your business, and are constantly practicing their sales spiel.
To do this, you can run regular training to educate your team and give them a boost in confidence. Role plays are particularly good for this, because you are able to put your team into a variety of different situations and see where they need the most help.
You can even take things a step further and bring in mentors or trainers from outside companies for a more diverse range of role play partners.
How this will land your SDRs more demos: Practice makes perfect, and by encouraging your SDRs to practice their sales speech and interact with a range of different customers, you’re giving them the skills they need to close more deals.
4. Employ Gamification or Sales Incentive Tactics
Tap into the competitive nature of your SDRs and employ gamification tactics to boost results. A report from the Aberdeen Group shows that companies do considerably better when they apply gamification tactics to their teams. According to the report, 85% of SDRs get their quota when gamification is in play, whereas only 78% of SDRs make their quota without a points or reward system.
“Gamification taps into the natural competitive streak in reps and delivers positive results as reps strive to climb to the top of the leader board,” says CallidusCloud CEO, Leslie Stretch.
You can try implementing a points system, where your SDRs get a certain number of points or prizes for every new demo they book.
Alternatively, you can set up a sales incentive program that motivates your entire team to push forward and get more sales. This encourages everyone to work together by promising team prizes when they reach certain milestones.
How this will land your SDRs more demos: Your SDRs won’t want to let each other down or be seen as the weak link in the team, so they’ll step up their game to land more demos.
5. Implement a Qualification Criteria
The quickest way to boost the amount of demos your SDRs book is to pass on the unqualified leads and focus solely on the qualified ones.
Spending time reaching out to leads that are never going to go anywhere wastes times and leads to less demos booked. Now, that’s not to say every demo should result in revenue – that’s almost impossible – but you do want to make sure there’s at least a chance.
Ken Krogue popularized the ANUM strategy in sales. As opposed to the traditional BANT concept, he suggests a new acronym: ANUM. This stands for Authority, Need, Urgency, and Money, and it’s what your SDRs should focus on to land qualified leads.
This theory is driven by the idea of finding a decision maker and focusing on value rather than going straight for the prospect’s wallet. It’s all about generating enough interest in your business that a prospect will find a way to pay for it.
However, this will only really work if your sales team knows what constitutes a qualified lead and what doesn’t.
How this will land your SDRs more demos: By focusing on the value your business offers and the right, qualified prospects, your SDRs are able to really gun for prospects that are likely to book a demo and go on to convert from there.
6. Source Accurate Prospect Data
Bad prospect data can cost your team time and, therefore, revenue. If your lists are broken with old emails and phone numbers that are no longer in use, you’re immediately putting your sales team at a disadvantage.
The speed and efficiency at which your SDRs are contacting prospects and setting up demos is vital in the sales process – more calls means more customers. When they’re working with bad profile data, this system starts getting held up by wasted phone calls and undelivered emails.
But it’s not just wasted time contacting dead-ends, it can also lead to poor execution of sales calls if your team don’t have the correct data. They might have the right contact number, but if they have inaccurate data on the prospect’s position and other important details, they are being set up to fail.
Unomy allows you to easily source accurate and, more importantly, up to date data so your SDRs aren’t wasting time on dead-end calls. We pull together the latest information on millions of prospects, curating specific, detailed information so your team are armed with as much as possible before they go into their calls.
How this will land your SDRs more demos: By having access to fresh, accurate data, your sales team won’t be wasting time on broken numbers and bouncing emails. Instead, they’ll be able to carefully plan their calls to resonate directly with the prospect using the in-depth details gathered from their prospect data.
Making sure your SDRs have all the tools they need to carry out their sales calls in an efficient way is one of the best things you can do for your team. Setting them up with everything they need beforehand is vital, and preparing them to interact with a wide range of people will benefit your business and revenue, too.
Let’s recap. If you want your SDRs to pull in more demos this week alone, consider whether you:
- Have a handbook of guidelines and process that your team can follow. Do they know what kind of prospects you’re targeting and, more importantly, how to target them?
- Give your SDRs easy access to any documents and files they need across a number of devices so they can access them on the go.
- Offer regular training with role plays so your SDRs can continue practicing their skills.
- Employ gamification strategies to tap into the competitive nature of your team.
- Implement a qualification criteria so that your sales team know who isn’t a good prospect.
- Provide accurate prospect data so your SDRs aren’t wasting time with dead-end information.
Once you have all of these in place, you’ll put your SDRs on the right path to landing more demos and, ultimately, bringing more clients onboard and boosting your overall revenue.