Podcast episode
Coaching SDR Teams and SDR Leaders (Melissa Lui, AirGarage)
30 Minutes to President's Club6 Jun 202433 min
Description
FOUR ACTIONABLE TAKEAWAYS Structure your SDR 1:1 as follows, start with their agenda and what's top of mind for them, then do a pipe review for accounts they intend to book, then review a good & bad call, finally talk about their career goals Set the expectation with your SDR they need to drive the agenda from onboarding onwards Do a SDR forecast by reviewing cold (not contacted), warm (contacted and qualified), and hot (contacted, qualified, and some interest) Train team on process, probing, and provoking GAP Questions by asking them to write down all the problems their buyers may be facing, then work backwards to outline the questions they can ask to uncover them PATH TO PRESIDENT’S CLUB Head of Sales Development @ AirGarage Director of Sales Development @ ServiceTitan Senior Sales Manager @ ServiceTitan Sales Development Manager @ ServiceTitan Sales Development Manager @ ChowNow RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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Is this like the right persona? Because there's a little bit calibration there. And we actually went through a whole journey kind of recalibrating on the right personas that showed that there was a higher probability of conversion and also win rates on the closing side of the house. So I would make sure that they're actually talking to a VP of asset management or someone “that has like decision-making authority, because if I look at the account and it turned out” they only had a conversation with a property manager, I might not necessarily put this account as warm as it needs to be. So this is something that's extremely important to point out. And the reason for that is, Melissa, oftentimes what SDR organizations do is they only tear down cold calls and cold emails.
account as warm as it needs to be. So this is something that's extremely important to point out. And the reason for that is, Melissa, oftentimes what SDR organizations do is they only tear down cold calls and cold emails. And the problem is there are three places that conversion can go wrong. “It can go wrong in your account and prospect targeting, which is the first step.” And frankly, that's the most common mistake that I see with SDRs. It can go wrong in the calls and it can go wrong in the emails. And if you see calls that just seem a little bit off, you're like, this doesn't seem like the right persona, but it seems like they're saying the right things. Now you actually have to backwards track to figure out if they were even targeting the right accounts.
structured as follows. The cold accounts are people that have never replied. The warm ones are the people that you've gotten in touch with. And the hot ones are the ones that you've gotten in touch with and they've expressed interest. And what you want your SDRs to do is you want “them to come in with a point of view on who they got in touch with, how they're going to convert” them into a meeting, and what they mean in the broader organizational context so that they're starting to understand how an account works as if they were an AE. And then lastly, number four, I got to give it up for my gap questions. The way that Melissa trained her team on those is she
in touch with and they've expressed interest. And what you want your SDRs to do is you want them to come in with a point of view on who they got in touch with, how they're going to convert them into a meeting, and what they mean in the broader organizational context so that they're “starting to understand how an account works as if they were an AE.” I got to give it up for my gap questions. The way that Melissa trained her team on those is she talked about three types of gap questions, process questions, provoking questions, and probing questions. So what you do is you have your team write down what you want the prospect to say