I write this in compassion for the role of the service development representative (SDR)- otherwise known as inside sales, sales generator, risk taker, person without an ego, and any other names we have been honored with throughout the years.
Here’s the thing: Finding new business in certain industries can be quite challenging, especially if there’s competition there already. Acquiring new business is much different than getting renewals after a long track record of successful projects.
It can feel like you’re begging for a new customer’s time as an SDR selling a “me too” product or service. Potential customers don’t have a tolerance for demos of products without any new and relevant features, and that’s why it’s important to identify your differentiating factors early on.
Service providers who say, “we aren’t different” or “we are better because we listen to our customers” are not hitting the mark. These are not helpful to your SDR, or your potential customers.
It takes upwards of a month to start seeing some interest in your products and services.
30-60-90 SDR Performance
Reserve the first 30 days to do training, marketing and promotion of your offerings. During this time, you will generate an “above the funnel” network of potential leads. Over the next 60 days, you will continue to build your network while conversations about benefits of your product occurs more often. By Day 90, meetings and demos should begin to surface.
Yes, even an experienced SDR needs knowledge and training materials on your offerings. Be ready to hear that no one has ever heard of you, and that is a little deflating. But don’t worry, because the SDR’s continuous outreach via email campaigns and phone calls is building your reputation. If you haven’t done proper outreach, and it is your very first time, please realize that the first three months are really about getting everything warmed up.
Next, your SDR needs your input along the way. Don’t leave them out there all alone to flounder in an ocean of potential customers- help them narrow down the search. How can you do that?
An SDR will provide you with weekly or bi-weekly reports of contacts opening and clicking through some of the marketing material sent out. After about a month’s time, you may have gotten 500 -1,000 views on your website; the SDR will have a list of who these contacts are. You go through the list and prioritize which companies/contacts have a better fit for your offering. You can prioritize by revenue, number of employees, locations, number of activities ongoing in the company, etc.
Next, let’s discuss data points and metrics. These cannot be done just once- you’ll need to keep collecting in order to interest customers about your offerings. For example, if you have automated a process that saves time, you want to shout it out on social media for your customers, competitors, colleagues, employees, and peers to notice what you are doing. People will start seeing what all the fuss is about.
For now, my last point is that sales is about a journey- it is not a one-and-done act. That big ocean of potential customers has to get familiar with who you are—will you be around for the long term? Are you consistent in your messaging? Are you showing up at important events? Are you on social media talking about current-day challenges, and how your product(s) and service(s) are faring in today’s current economy?
I am very passionate about what I do, but like so many things in this world, you cannot do it alone. If you are working with an SDR, or you have responsibility for your company’s sales program, please participate with your team. On a day-to-day basis, plan what should be said, promoted and worked on for improvements. Stay in motion and play a role every day so that all involved see improvements being made, leads are getting better, and sales are increasing while the revenue is growing.