I've worked in several scenarios where the relationship between AE and SDR is a stressed relationship. Where AEs look at their SDRs as appointment setters that work for them. And where SDRs feel under supported by their AE counterparts. But when that relationship is strong and thriving, the best results follow. If you're an AE or an SDR, what are some of the ways you've created a strong relationship with your selling partner? I'll put some of mine in the comments, but would love to see a broad spectrum of ideas. #AE #SDR #sales #salesleadership
As a former SDR, here are my thoughts: TEAM mentality - don't operate transactionally with your SDR, give praise, and coaching when warranted. Communication is 🔑 . Debrief after every discovery/handoff call. What went well, what can we improve? This will only make the next call better. Make sure to uncover x, ask about y etc. Make your SDR's job easier - I always gave mine a few target accounts and contacts to reach out to vs "just get me meetings." Chances are your SDR supports multiple reps, so giving them direction is huge.
My approach has always been to get to know my SDR's on a personal level but also take a personal interest in their career growth - let them know we are a team and I am there to help them along the way. Whether that means a second set of eyes to help drafting messaging, providing advice for different approaches/strategy for targets and followups, etc. Letting them know you have their back and are there to not only work as a team to crush goals, but also as a mentor, to help them grow into your position if that is the career path they are working towards. - Most often it is. Also when appropriate, giving your SDR's shoutouts and cheering them along the way/being vocal about their achievements/successes internally to the greater team is so important. Having your voice back them up as an AE means more than you know, and gives them exposure. I have seen others reward their SDR's with something big, like sporting event tickets (for example) if they reach certain goals, which I also think is a great idea. When your SDR wins, you win, and vice versa. They are your greatest MVP.
"But when that relationship is strong and thriving, the best results follow." So true Alex Ball I've been an SDR and have had SDR's supporting me so empathy is important. It's not an easy job doing consistent outreach! Understand how each other are comped. Talk about it. From there, make a plan and work together. When I was an SDR, I had an AE that consistently asked for my thoughts on an account, contact, or even how to approach a discovery call, regardless if he needed it. He also taught me how to do a full sales cycle. It was huge for me at the time. I then wanted to do the work for him. The dials. The creative outreach. I felt empowered. I successfully helped him and I was the only SDR who was able to move internally to an AE role when there was no direct path at the company.
Starts w/ incentives. Is the SDR comped on meetings booked, but there isn't a quality component? Will cause friction to start with an AE. Let's say incentives align - 1. AEs = Approach it as a partnership. Set expectations, understand the SDRs goals, how they work, how you work, and create a mutual understanding that it won't be perfect from day 1 but you're both committed to communicate and improve. Also, take accountability - admit where you mess up, and where you could be better, and openly allow the SDR to give you feedback to set the right culture of teamwork (no ego). 2. SDRs = Ask questions - how your AE works, their ideal communication cadence, what makes a great pass-off, what is a good fit vs. a bad fit customer, what the AE did as an SDR that made them successful. Be transparent about what you're great at and where you need improvement. Create a plan to improve and put in the work.
We all know how important manager <> rep 1:1/coaching convos are, but equally important can be AE <> SDR 1:1 convos. The last AE I worked with, we had a weekly calendar hold for a 1:1 where we had a set agenda to discuss opportunities + strategy.
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1. Understand my SDR partner's professional and personal goals; 2. Discuss how I can support them; 3. Ask my SDR partner what they think I can do to be a better partner to them and better handle my prospect engagements. What else, Charlie Lock?
Building a strong AE-SDR relationship is key to success in sales. Communication, mutual respect, and setting clear goals together can make a huge difference! 💪 Alex Ball
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6moMy personal approach was to get to know my SDR on a personal level - understanding what they care about. Understanding their motivations helped me map our joint plans to accomplish those goals. Even knowing what kind of coffee or candy they liked - and that made up some good spur of the moment gifts!