In this post, I\u2019ll define SDR sales and what an SDR is. Next, I\u2019ll dive into the skills every sales development rep needs to master and, finally, how to succeed as an SDR.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Next, let\u2019s review what SDRs do and how their responsibilities differ from other sales roles.<\/p>\n <\/a> <\/p>\n A sales development representative is a sales or marketing team member who is responsible for prospect outreach and lead qualification related to inbound<\/em> marketing campaigns. They are often confused with business development representatives (BDRs) who develop leads through outbound<\/em> prospecting within a defined territory or industry.<\/p>\n As an inside sales team member, an SDR focuses on inbound prospecting, moving leads through the pipeline, and qualifying the leads they connect with. While SDRs don\u2019t close deals, they help sales reps by determining whether a lead will be an ideal customer fit.<\/p>\n <\/a> <\/p>\n According to Orum\u2019s 2024 State of Sales Development<\/a>, which surveyed 1,000 sales leaders, 70% expect to add more SDRs to their team in the next year. The field appears to be growing, but what exactly does the role entail?<\/p>\n SDRs are measured on their ability to move leads through the sales pipeline. They focus on qualifying, contacting, and nurturing quality leads \u2014 strengthening relationships with the right people by offering value.<\/p>\n Yechiel Gartenhaus<\/a>, co-founder at Clavaa<\/a>, says, \u201cSDRs are the real engine behind any company\u2019s pipeline \u2014 they figure out who\u2019s actually worth the sales team\u2019s time. Their channels? Grinding through cold calls, firing off emails, and sliding into LinkedIn DMs.\u201d<\/p>\n According to Gartenhaus, SDRs need research chops, a thick skin for rejection, and the ability to talk to strangers \u201cwithout sounding like a robot.\u201d<\/p>\n \u201c At the end of the day, their paycheck depends on setting up meetings and making connections that stick,\u201d Gartenhaus says.<\/p>\n He adds that he isn\u2019t looking for order-takers or script-readers at his company. \u201cThe SDRs who crush it aren\u2019t just playing the numbers game \u2014 they\u2019re studying their data, crafting messages that feel like they were written just for you, and constantly tweaking their approach based on what actually works,\u201d he explains.<\/p>\n And what does the 9-5 of an SDR involve?<\/p>\n Marty Bauer<\/a>, director of sales and partnerships at Omnisend<\/a>, talks about a general day in the life of an SDR at the organization he works at.<\/p>\n While SDRs qualify and cultivate leads, sales reps are measured on their ability to close deals that meet or exceed their quota for a given time period. Although the two are different, these roles rely on each other to meet their individual and business goals.<\/p>\n From start to finish, the inside sales team structure functions like this:<\/p>\n This workflow is simple and serves as the foundation for most sales operations.<\/p>\n There are eleven essential skills that will help you succeed as an SDR. If you\u2019re an SDR, bookmark this list for reference. If you\u2019re a manager, you\u2019ll want to share this list with your team in your next sales meeting.<\/p>\n <\/a> <\/p>\n Video prospecting has gained popularity over the last few years, and for good reason.<\/p>\n Simply put, video prospecting is customized outreach in a short video clip, usually lasting less than two minutes. Unlike a phone call or an email, the prospect can connect with you on a more personal level without the time commitment of scheduling a Zoom call. An SDR doesn\u2019t need to be a technical master or Oscar-worthy movie star to create effective videos \u2014 you just need to be comfortable on screen.<\/p>\n At HubSpot, we\u2019ve seen great results with video prospecting. Our team uses Vidyard<\/a> \u2014 an easy-to-use tool that lets you quickly create videos using your webcam and screen share function. You can embed video clips in your emails, LinkedIn posts, Google Slides decks, and it also integrates with HubSpot<\/a>.<\/p>\n If you are experiencing on-camera fatigue or camera shyness or want to perfect your video delivery at scale, you can even create an AI avatar<\/a> that (according to Vidyard) looks and sounds like you.<\/p>\n There are many more software options for video prospecting, including Loom<\/a> and Wistia<\/a>. I\u2019ve tried these apps for giving guided demo tours and sharing recorded presentations. I find they enrich emails and LinkedIn posts with more humanity.<\/p>\n Pro tip: <\/strong>Practice your video skills by creating short, engaging clips to interview yourself, deliver value with a quick tip, and ask to schedule a call. Review the video and take note of your delivery and how it might come across to a viewer.<\/p>\n You can also optimize your process by monitoring the performance of different types of videos to see what prospects prefer best. The more videos you make, the more efficient your workflow will be. In time, you\u2019ll be able to whip up customized videos<\/a> like they\u2019re emails.<\/p>\n As an SDR, balancing quantity and quality when prospecting can be tricky. You want to build a healthy pipeline for your sales reps, but you know that connecting with qualified leads takes time.<\/p>\n Brandon Kirsch<\/a>, a sales manager at HubSpot, balanced quality and quantity in his outreach efforts. Emails were personalized and timely for the prospect and addressed an immediate need. Here\u2019s an example he shared with me:<\/p>\n Hi Michael,<\/em><\/p>\n I hope this email finds you well! Based on my research on LinkedIn, you seem to be heading marketing initiatives that focus on Dunder Mifflin\u2019s overall growth strategy.<\/em><\/p>\n After doing some research on Dunder Mifflin, a bunch of things stood out to me as reasons to have a timely conversation about how inbound marketing HubSpot could help:<\/em><\/p>\n Are you interested in connecting sometime this week? Feel free to book 15 minutes with me here [insert link].<\/em><\/p>\n Thanks in advance,<\/em><\/p>\n Brandon<\/em><\/p>\n Pro tip:<\/strong> Develop a scalable process for writing customized emails and prospect research. LinkedIn Sales Navigator<\/a> can help you gather important information about a business in one glance. Once your prospecting blitz is underway, a tool like HubSpot\u2019s free meeting scheduler<\/a> can help you plan calls to connect.<\/p>\n How can SDRs continue to add value to a sales process that is becoming more automated every year \u2014 especially in the prospecting stages?<\/p>\n In my opinion, the best way for an SDR to demonstrate their value-add is to adopt active listening<\/a> techniques. A chatbot might be able to qualify a lead, but it can\u2019t ask layered sales questions<\/a> or listen to information as well as a human being (at least not yet). The interaction between a prospect and an SDR should be genuine and helpful \u2014 not robotic and forced.<\/p>\n No matter what your company sells, you must be highly attuned to phrases that indicate a prospect could be a good fit for your company\u2019s products or services. This is where active listening comes in. An adaptable and empathetic SDR focuses on gathering valuable information that will help them move a prospect further down the pipeline rather than checking lead qualification boxes.<\/p>\n For example, my sales team had a weekly SDR \u201cfilm club\u201d where we would review a seasoned SDR\u2019s recorded call. In one of the call reviews, this SDR discovered that the prospect\u2019s company offered a freemium version of its product. The prospect confirmed the annual value of an average new customer, and the SDR immediately moved on to the next topic.<\/p>\n Swing \u2026 and miss. The SDR could have explored the following with his prospect:<\/p>\n The answers to these questions would have been crucial to understanding how to solve a major pain point for the prospect. In general, these questions can uncover a wealth of information about virtually any business that offers a free or reduced-price trial of their product.<\/p>\n These questions help an SDR understand the opportunities within the prospect\u2019s company. Plus the prospect can reflect on things they may have been putting off for another time simply because no solution existed yet.<\/p>\n I remember working on an outbound campaign, connecting with customers who my company wanted to migrate off their legacy platform to the modern SaaS technology. I called the CTO of a government agency, who surprisingly answered the phone on the second ring. We had several interesting conversations, and I used active listening skills that I had just learned in sales methodology<\/a> training.<\/p>\n The customer was very interested in migrating to the latest technology and had managed the modern platform in his former job. Yet he had some public sector procurement policies to follow before he could invest in the migration.<\/p>\n We built a strong relationship, and fortunately for me, I moved to a field sales role where I could close this deal, which ended up being a seven-figure sale, including services and applications.<\/p>\n The CTO told me that I was the only person he liked working with at my company because I listened to his needs and was responsive and proactive in meeting his expectations. He also said he realized he could be demanding to work with and had been voted the most difficult customer by another IT firm. I think I learned more from working with this customer than any other throughout my sales career.<\/p>\n As you can see from my story above, practicing active listening means being adaptable. That means straying away from a prepared checklist and recognizing when an opportunity to dig deeper presents itself. A successful SDR understands the value of being present and having a real conversation.<\/p>\n Pro tip:<\/strong> To improve your active listening skills, level up your sales conversations by:<\/p>\n Active listening means knowing when it\u2019s time for you to speak up and when it\u2019s time to sit back and listen.<\/strong><\/p>\n When you\u2019re an active listener, you engage with the prospect\/lead and gather the pivotal information you need before you send them further down the sales pipeline.<\/p>\n According to sales professionals, the most effective sales channels<\/a> are meeting in person and phone calls. Ideally, SDRs want to speak with a prospect on the phone, but sometimes, a voicemail is the next best option.<\/p>\n But leaving a good voicemail is harder than it sounds.<\/p>\n In a short amount of time, you have to entice a prospect you\u2019ve never spoken with to call you back. Some people like to be concise: \u201cHi, I\u2019m [Salesperson] from [Company]. I would like to speak with you about X strategy. Give me a call back at XXX-XXX-XXXX.\u201d<\/em><\/p>\n Personally, I like to add a snippet of value to this equation: \u201cI saw you are building a new manufacturing facility in X. I would like to tell you how we helped our customer, Dunder Mifflin, manage their production and distribution growth.\u201d<\/em><\/p>\n Leaving a good voicemail is an indispensable skill for an SDR and thus requires practice.<\/p>\n What other channels are there? For the Orum report<\/a>, 1,000 sales leaders were asked what KPIs their SDRs are tracked on. The results were:<\/p>\n Pro tip:<\/strong> Don\u2019t simply go through the motions so you can log activity in your CRM \u2014 be committed to quality touchpoints across all the activities you complete to move a prospect through the pipeline.<\/p>\n Coachability<\/a> is one of the most essential traits an SDR can have. Confidence is important, but an SDR\u2019s ego can cloud their ability to receive and implement candid feedback.<\/p>\n The best SDRs proactively seek out coaching from high-performing peers and crave honest feedback from their managers. Getting real-time feedback is best, but you can also build out a list of all the questions or challenges you faced in a given week and debrief them with your manager during a scheduled one-on-one.<\/p>\n Feedback is crucial as it offers a third-person perspective on your performance and areas of improvement. People often have certain biases that shape how they view themselves \u2014 an external viewpoint helps counteract these biases and provides a more objective approach.<\/p>\n I had some great managers as an SDR, yet I admit there were times when I wasn\u2019t as receptive to their coaching guidance as I should have been. I remember times when it was difficult to connect with someone on the phone, which made getting into a coachable mindset challenging. It felt like the only coaching I could apply was voicemail etiquette. Yet, on the occasions I did speak with a live prospect, I was more confident navigating through discovery calls to qualify leads.<\/p>\n Pro tip:<\/strong> A great way to champion coachability is to seek coaching and development opportunities. You can attend sales training and ask others (like mentors or coworkers) for feedback on your performance to evaluate your skills and better your processes. If it\u2019s challenging to receive feedback, consider that you and the person giving it have one common goal: improving the sales process as a whole.<\/p>\n As an SDR, you should be aware of your strengths and weaknesses and let them guide the technical depth or business breadth of your calls. It makes the prospect feel they are speaking with an advisor who wants to understand their business challenges \u2014 not just a telemarketer. When you know what you\u2019re amazing at and where you can grow, you can create strategies for dealing with a bad call or rejection.<\/p>\n For example:<\/p>\n Pro tip:<\/strong> Self-awareness will help you and your sales manager analyze your performance, including the wins and setbacks, and reflect on what went well and what didn’t.<\/p>\n Self-aware SDRs will ask for feedback from managers and colleagues to understand their strengths, weaknesses, and areas for growth. They\u2019ll also take the time to review their past performance, like sales call transcripts, to understand their strengths, weaknesses, and areas for growth.<\/p>\n Sales processes<\/a> vary from person to person, but adopting and sticking with them is critical to staying organized. Schedule management helps SDRs manage their days and prioritize the activities that are key to their success (e.g., email outreach, calls, and meetings.)<\/p>\n When you\u2019re organized, it\u2019s easier to keep track of your leads, qualify your pipeline, and design a workflow that helps you nurture important relationships that lead to closed deals down the road.<\/p>\n Pro tip<\/strong>: Organizing your day-to-day sales processes will help you master your outreach cadence so you can have thoughtful and meaningful prospect interactions.<\/p>\n You could write out a to-do list to prioritize your tasks for the day and plan for upcoming ones. Or integrate your Google or Outlook calendar and use the meeting scheduling function<\/a> of your CRM to keep track of key dates in your process.<\/p>\n Successful SDRs are curious and eager to learn. Being curious about learning a new product, industry, or organizational knowledge can help them in their current role, but it will also help them as they grow in their career.<\/p>\n SDRs should initially have a solid foundation of their company\u2019s products and services and clearly understand their buyer personas and the everyday challenges prospects face. This helps them to position the strengths of their company and its solutions relative to prospect needs and competitive solutions in the marketplace. However, they should be guided on how deep they dive into customer needs and solution details before passing an opportunity to a more senior salesperson.<\/p>\n When I was an SDR at IBM, I always asked lots of questions in meetings and training sessions. My colleagues relied on me to ask the questions they wanted to but were concerned they might look silly for asking them. I probably tested the adage, \u201cThere\u2019s no such thing as a stupid question,\u201d several times. However, my curiosity was an asset as an SDR, and I think it is today as an avid researcher and writer.<\/p>\n Pro tip:<\/strong> Curiosity is something that you can build, and you can remain curious as an SDR if you:<\/p>\n Gathering new information is relatively easy and often free through internal resources offered by your organization, online research through blogs (like HubSpot<\/a>), training sessions from sales professionals, industry events, and meetings with colleagues. Learning is a continual process that great SDRs should prioritize.<\/p>\n 82% of sales professionals<\/a> say that building relationships and connecting with people is the most important part of selling.<\/p>\n Effective SDRs are able to build genuine, trusted relationships with prospects. They should prepare them for your company\u2019s multi-tiered sales process before turning them over to your account manager for deal closure.<\/p>\n I found the best way to build relationships with prospects was to help them understand what an SDR\u2019s role and responsibilities are and to assure them that I would be their advocate.<\/p>\n To be a successful relationship-builder, you must be able to communicate with a wide variety of people across multiple channels. Whether you are connecting with a contact over email, presenting to a prospect in a virtual meeting, or sending them a pre-recorded video, you\u2019ll want to clearly communicate your points and ideas that keep them engaged.<\/p>\n It\u2019s also important for SDRs to have sufficient emotional intelligence to connect and empathize with prospects and understand their goals and needs.<\/p>\n Pro tip: <\/strong>A great way to become an effective relationship builder is to build rapport with prospects. It\u2019s easier to do so if you\u2019ve researched their business and their role within it so you can have conversations centered entirely around them and their needs. Finding common ground during your research can help you break the ice with casual conversations about your shared interests.<\/p>\n There\u2019s no doubt that SDRs have a tough job. Unlike sales reps, whose main goal is to close deals, most SDRs don\u2019t get that type of glory.<\/p>\n I remember challenging days from my time as an SDR when it was difficult to get prospects on the phone or respond to voicemails or emails. I was doing A\/B testing on my voicemail scripts, icebreaker lines, and emails before I knew what A\/B testing was.<\/p>\n In addition to the hard skills we\u2019ve reviewed, maintaining a positive mindset is a soft skill that \u2014 for many people \u2014 can\u2019t be learned in a book. Resilience takes practice. If you\u2019re flat or discouraged one day, it can resonate over the phone. Your prospect will pick up on your low energy and may consider it a red flag about working with your company.<\/p>\n At the same time, bad calls happen to the best of us. Recovering and learning from them is challenging yet necessary for progressing in your sales career. Whether a prospect was rude or you made a mistake, it\u2019s okay to feel frustrated. However, allowing those feelings to derail your motivation for the rest of the day will negatively impact your next batch of calls.<\/p>\n Pro tip:<\/strong> Resilience is not necessarily something that can be taught, but becoming more resilient as an SDR means:<\/p>\n Don\u2019t let these temporary roadblocks ruin your day \u2014 or the prospect\u2019s day, either. Resilience is crucial for keeping your head in the game. Developing this ability now will also be invaluable down the road when you have to recover from losing a big deal without skipping a beat.<\/p>\n This last skill is critical to sales development rep success: objection handling. It\u2019s true that 35% of sales reps say that overcoming price objections is their biggest challenge<\/a> \u2014 but that doesn\u2019t have to include you.<\/p>\n Overcoming objections is a skill that most reps develop over time. They learn the solutions their business offers and develop an understanding of their value and how they work. When you can position these solutions to eliminate a pain point for the prospect, you start to develop trust \u2014 which is a key factor that influences whether they\u2019ll buy or not.<\/p>\n I discovered that my best discovery calls were when I asked open-ended questions in the beginning and allowed prospects to describe their current state and challenges. I would wait for the prospect to fully describe their needs and priorities before describing how my company could address their needs.<\/p>\n I found that a better understanding of the big picture helped me to thoroughly address objections and how my company (and possibly its partners) could help them address their business challenges. Interrupting to discuss product features and functions often could take the conversation off on a tangent that wasn\u2019t an effective use of the prospect\u2019s time (or mine).<\/p>\n Pro tip: <\/strong>Handling objections can be one of the biggest obstacles sales reps overcome in their careers. Our free guide on<\/a> prospecting and objection handling<\/a> offers templates and best practices you can start using today in your calls and emails.<\/p>\n You can also implement the practices I\u2019ve mentioned on this list, like gathering peer feedback on how you handled objections or even partnering with more experienced SDRs and salespeople to learn more about how they handle objections and move on from them.<\/p>\n <\/a> <\/p>\n I spoke to former SDRs along with sales and marketing leaders on tips to succeed as a sales development rep. Here\u2019s what they advise:<\/p>\n Scott Ramey<\/a>, a former Fortune 500 C-Suite executive who now helps sales leaders become better at authentic selling tactics, says that fear is often the biggest obstacle to success for business development.<\/p>\n He thinks the key to overcoming that fear is to focus on the prospect, their needs, and how you can help them \u2014 not on yourself.<\/p>\n \u201cIt shows up as sales reluctance, even in the most experienced rep. We tend to learn our lessons a little too well, both good and bad. The bad experiences stick with us, making us hesitant. The good experiences make us comfortable and potentially complacent. The key to long-term success is committing fully to an outcome that genuinely benefits your client or prospect,\u201d Ramey says.<\/p>\n He adds that when you shift your focus outward, fear takes a backseat, and authentic connections drive results. \u201cWhen it is no longer about you, the pressure is no longer on you,\u201d explains Ramey.<\/p>\n Chris Sorensen<\/a>, CEO of PhoneBurner<\/a>, a sales SaaS platform, who also has a background in enterprise sales, says, \u201cIt\u2019s normal for sales reps to focus more on the first touchpoint but fail to engage prospects consistently going forward. I find that reps who create a structured follow-up cadence (calls, emails, even SMS) tend to see better results.\u201d<\/p>\n He\u2019s seen firsthand how persistence separates top SDRs from the rest in his company. For example, one rep recently helped close a high-value deal after seven touchpoints over two weeks \u2014 something that wouldn\u2019t have happened if they had stopped after one or two attempts.<\/p>\n \u201cThe key is to add value at each interaction rather than just \u2018checking in.\u2019 Whether it\u2019s sharing a relevant case study or addressing an objection, every touchpoint should move the conversation forward,\u201d he mentions.<\/p>\n \u201cAdaptability is one of the most important qualities of a successful SDR. Every prospect and deal is different, so you can\u2019t always trust one script, however perfectly thought-out it might be. So, read the room and adjust your approach based on the conversation,\u201d says Marty Bauer<\/a> from Omnisend, who specializes in tech sales in SaaS companies across his decade-plus sales career.<\/p>\n He mentions that his willingness to adapt shaped his whole career. For example, when he first joined his current company, he initially aimed for a partnership role. However, after discussing with the team, Bauer<\/a> realized that sales fit better.<\/p>\n Additionally, he advises that sticking to the basics of your company\u2019s onboarding plan might yield only average results.<\/p>\n \u201cBut if you\u2019re curious enough to find answers to questions and customer pains yourself, you\u2019ll accomplish more and move ahead faster because you\u2019ll naturally look for out-of-the-box solutions. This won\u2019t just set you apart \u2014 it will also allow you to quickly adapt to different prospects, situations, and the constantly changing market,\u201d Bauer<\/a> says.<\/p>\n Peter Lewis<\/a>, CEO at Strategic Pete<\/a>, an agency specializing in growth strategy, SDR acceleration, and marketing systems that drive pipeline, says, \u201cAsk any sales manager what they do to onboard SDRs, and they\u2019ll give you the same responses: cold call scripts, email cadences, CRM training. The problem? None of those are going to teach how to sell.\u201d<\/p>\n His agency handled the process a bit differently for a client. Instead of putting new SDRs into outbound directly, the agency had them reverse-engineer the sales process first. How?<\/p>\n They learned sales from the buyer\u2019s side first, then started prospecting.<\/p>\n \u201cSDR ramp time dropped from six months to 45 days. Their first cold calls were warm because they already knew the conversations buyers were having,\u201d he adds.<\/p>\n![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/3b683019-ee9b-46f1-a066-315ab319e43f.png\")
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What is an SDR?<\/strong><\/h2>\n
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<\/p>\nWhat does an SDR do?<\/strong><\/h2>\n
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1. Video Prospecting<\/strong><\/h3>\n
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<\/p>\n2. Highly Customized Outreach<\/strong><\/h3>\n
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<\/p>\n3. Active Listening<\/strong><\/h3>\n
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<\/p>\n4. Strong Follow-Up<\/strong><\/h3>\n
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<\/p>\n5. Coachability<\/strong><\/h3>\n
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<\/p>\n6. Self-Awareness<\/strong><\/h3>\n
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<\/p>\n7. Organization<\/strong><\/h3>\n
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<\/p>\n8. Curiosity<\/strong><\/h3>\n
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<\/p>\n9. Relationship-Building<\/strong><\/h3>\n
![\"pro](\"http:\/\/www.pascaller.com\/wp-content\/uploads\/2025\/04\/sdr-10-20250415-1542239.webp\" "\\"\\"")
<\/p>\n10. Resilience<\/strong><\/h3>\n
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<\/p>\n11. Overcoming Objections<\/strong><\/h3>\n
![\"pro](\"http:\/\/www.pascaller.com\/wp-content\/uploads\/2025\/04\/sdr-12-20250415-4006685.webp\" "\\"\\"")
<\/p>\nHow to Succeed as a Sales Development Rep<\/strong><\/h2>\n
1. Keep the focus on the prospect, not on you.<\/strong><\/h3>\n
2. Master the art of efficient follow-ups.<\/strong><\/h3>\n
3. Remain flexible and adaptable.<\/strong><\/h3>\n
4. Get buyer-side exposure from the start to truly understand the other perspective.<\/strong><\/h3>\n
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5. Having the right mindset matters.<\/strong><\/h3>\n
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