To start the conversation about outsourcing a competent and capable Sales Development Representative (SDR), here's a quick look at something from my spam folder.
Yes, I was looking for a great bad email example for this guide but, still, look at this thing.
We don't think "getting more clients" counts as a unique pain point…
Here are some notable failures in this email:
- The subject line is in broken English
- Other than the first name, there's 0 personalization
- For some reason, when I read the first line of the body content, the voice in my head sounds like a super salesy TV commercial narrator
- It's not unique to me or my business goals
- It promises to make all my dreams come true without breaking a sweat
Even if I was the target audience for this campaign (I'm not), was in desperate need of their service, and this company was recommended to me by someone I trust deeply, I'd still have a hard time replying to this.
It's a bad email. The kind that, if you replied, you'd expect a 9-year-old from a distant country to immediately request your credit card information.
But it's not a unique email. We all get these things cluttering up our inboxes, all the time.
What does this have to do with SDR outsourcing?
This spam email is the embodiment of the exact opposite of everything that defines a successful SDR. Dissecting it can help us reverse engineer a better understanding of what actually works.
You probably don't trust most SDR agencies
You're right. You shouldn't trust most SDR agencies because most rely too heavily on AI, automation, and shortcuts. That's why there's more spam than ever before.
However, despite the prevalence of the style exhibited in the email above, it stands in stark contrast to the principles of effective SDR strategies.
It lacks a fundamental understanding of the recipient's needs, goals, and preferences. A generic, one-size-fits-all message that assumes everyone is the same actually erodes trust.
Moreover, the promise of grandiose results and vague commitments is counterproductive.
Simply put, most outsourced SDR service providers take shortcuts on quality to deliver at a larger scale.
The key (and the aim of this article) is being able to discern the difference between effective SDRs and the majority.
Genuine SDR agencies prioritize an understanding of the prospect’s business, a focus on empathy, curiosity, and transparent communication.
Outsourcing for high-quality SDR services IS possible
Belkins has its own cold email outreach strategy that we’ve built and continued to hone over the course of years.
The key is to not only have an experienced professional developing an approach and writing email copy but also have someone make sense of metrics like response and engagement rates.
In short, you need a capable professional who can review data and answer questions like:
- Is the message resonating with the audience?
- Is the recipient seeing the value in our offer?
These are the kinds of insights that give discerning SDRs a foothold in understanding and empathizing with prospective clients.
Key insights on choosing an effective outsourced SDR
- The human-centric sales approach for outsourcing SDR
- Changing the paradigm of sales
- Transparency and realism in sales
- The Belkins difference: a people-focused model
- Choosing the right SDR outsourcing partner through genuine connections
Understanding the human-centric sales approach for outsourcing SDR
Shift from manipulative tactics to genuine human connections
More and more SDRs are trending away from the typical salesy approach and towards a more authentic one. That's because the highest-performing SDRs recognize the long-term results that come from fostering relationships with potential clients.
Specifically, the conversation starts with an aim to achieve a personal connection rather than a focus on closing the deal.
The reason is that modern customers are more discerning, well-informed, and increasingly resistant to high-pressure sales tactics.
Expectations are for a more empathetic and consultative approach. You want someone who's willing to take the time to listen and understand your unique needs and continue to work with you as those needs evolve.
To ensure that your outsourced SDR is in it for the long haul, consider asking questions along these lines:
- What does working together long-term look like?
- Can you explain how this relationship will be mutually beneficial?
Empathy and curiosity in sales interactions
The traditional sales approach often lacks transparency and honesty.
SDRs who know how to drive meaningful revenue place a strong emphasis on candor and truthfulness when engaging with clients.
They no longer view sales as opportunities for manipulation but as opportunities to be open and help clients get to where they need to go.
Additionally, effective SDRs are curious about their clients, their unique offerings, and their needs.
Instead of relying on what worked out with previous clients, they tend to approach each interaction with a genuine interest in understanding what sets the client apart from their competition. They ask straightforward questions, much like they would with a friend, to uncover the client's specific pain points and sales goals.
Here are a couple of questions to help you gauge how much an SDR values empathy, curiosity, and authenticity:
- What's the tone of the conversation usually like in your exchanges with prospective clients through channels like email?
- To what degree do you use scripted messages?
- What are some examples of common questions you ask prospective clients?
SDRs can be trustworthy: changing the paradigm of sales
Impact of authenticity on building trust and lasting partnerships
The skepticism towards sales professionals hampers the potential for productive conversations.
For that reason, effective SDRs are approaching pre-sales discussions with a genuine interest in helping the prospect. This authenticity cannot be faked; it must come from a sincere place; the SDR must show who they really are.
Leveraging one's own authenticity and an open dialogue fosters a foundation of trust. However, one key challenge SDRs face is aligning themselves with the client's brand voice and communication style.
Therefore, these questions will help you get a better idea of the SDR's approach:
- Ask the SDR: What's your process for adapting to a client's brand voice and communication style?
- Ask yourself after the call: Did they show their personality? Was it authentic?
Ghosting doesn't have to be a given
Prospects "ghosting" salespeople is a common and big problem. If you're unclear on the concept, "ghosting" refers to when prospects disengage without explanation. The best SDRs have learned how to keep ghosting rates low by comparison.
Success stems from the ability to build a deep connection right from the start, execute non-intrusive follow-ups, and have a process for managing no-shows.
Prospective clients who value the connection are more inclined to reciprocate the respect they've received. When they occasionally slip through the cracks, tailored outreach must be at the ready.
Here are a couple of simple questions you could ask to better understand how a prospective SDR handles ghosting:
- What percentage of clients ghost you? (e.g., 13% is an exceptionally low rate)
- How do you keep prospects from ghosting you?
Maintain engagement with proactive and personal follow-ups
The value of proactive and personal follow-ups cannot be overstated. That said, relentless spamming with generic messages isn't going to work.
Effective sales professionals use follow-ups to keep the prospect in the loop and convey a genuine sense of care and priority. Again, they understand it's not just about closing deals but about building relationships.
A key element is demonstrating to prospects that they're a priority. Your SDR should tell clients to expect weekly follow-ups.
Furthermore, dedicated professionals go beyond sales-related topics in their follow-ups. They engage with prospects on a more personal level, similar to how they would with friends and family.
Overall, the idea is to maintain the connection and extend the relationship beyond business transactions.
Here are a couple of questions to ask your SDR about follow-ups
- Can you give an example of a normal follow-up with a prospective client?
- How frequently do you follow up with clients?
- What kind of relationships result from your interactions with clients?
Transparency and realism in sales
Setting realistic expectations in terms of outcomes
Transparency has become paramount when it comes to setting expectations.
Effective sales professionals recognize the need to be honest about the uncertainties that accompany sales campaigns. Clients, while attracted to solutions and confidence, are aware of the reality of their situation.
Setting accurate expectations with clients means an in-depth process of:
- Analyzing the client's unique case, competitive landscape, and business requirements
- Drawing from previous sales campaign experience
- Leveraging social proof
The process of collaborating with the client to establish realistic expectations leads to more enduring partnerships.
Here are a few questions to ask to gain insight into how a prospective SDR sets expectations with clients:
- What kind of expectations do you establish with clients at the start of a campaign?
- What's your process for determining deliverables?
Transparency in addressing client concerns and building credibility
The only way to truly demonstrate one's capabilities is through action. SDRs are often confident in their ability to deliver at a high level. Therefore, it's important to determine whether or not this confidence stems from a proven track record or something else.
Effective SDRs will more readily acknowledge the inherent uncertainties in any campaign. There's always a chance that things don't go as planned, so they ought to have prepared for such scenarios in advance.
Some SDR teams go as far as offering extended (unpaid) support if the team fails to achieve the expected deliverables, especially when there is a slow start.
Ultimately, a transparent approach is necessary for campaign success. Sales professionals eager to make the most of these collaborations may create use cases that outline what a successful working relationship looks like.
To better understand how a prospective SDR builds credibility with clients, here are a few questions to ask:
- What makes you confident that you can produce the results clients are looking for?
- If things don't go according to plan, what kind of safety nets do you have in place?
- Do you discuss potential pitfalls and unknown variables with clients upfront?
Understanding the clients and their business
Success for SDRs is dependent on building mutually beneficial partnerships.
A discovery process should occur as a post-sale engagement. Once a client has been closed, the sales team ensures that everyone is on the same page regarding the client's goals, the company's identity, its mission, and what defines success.
At this stage, sales professionals should be focused on the client's specific needs, challenges, and objectives to ascertain if the client’s goals align with yours.
Next, SDRs might employ a comprehensive ICP analysis that covers factors such as geography, industry, company size, and decision-makers' titles. The analysis allows the sales team to frame the engagement based on previous successful campaigns.
Prioritizing a deep understanding of clients and their businesses is a necessary step in laying the groundwork for enduring partnerships.
Here are a couple of questions you can ask prospective SDRs to better understand how they accomplish that:
- How do you determine if the client is a good fit for a long-term partnership?
- What does your process for analyzing the client's company, goals, and ICP look like?
Client collaboration and feedback in refining sales strategies
The delivery team and account managers that work with your SDRs pose additional crucial elements. Effective teams understand that success is not a one-way street but an ongoing collaboration.
These dedicated individuals engage clients by asking about their desired outcomes, allowing them to voice their goals and expectations. Once strategies are tailored to meet specific needs, the process can become more personal. This is how the focus shifts away from overselling standardized service offers to delivering value.
Smart sales professionals recognize that client outcomes are always unique.
For instance, targeting retail giants like Walmart or Amazon requires different strategies and investments than focusing on smaller businesses such as SaaS startups or web design agencies. This understanding should be communicated to clients to ensure alignment. Cookie-cutter offerings that promise the same results to everyone across the board are a major red flag.
Feedback is also crucial. Your SDR should actively seek feedback from clients to continuously refine their strategies. If clients express concerns about pricing or expectations, sales professionals must be candid.
To get a better picture of how an SDR collaborates with clients, here are a couple of questions to ask:
- How do you handle client feedback over the course of a campaign?
- Can you give me an example of how you used client feedback to fine-tune a campaign strategy?
The Belkins difference: a people-focused model
Don't say "yes" to everyone — don’t get your SDRs stuck working with difficult clients
Our approach — while not a one-size-fits-all — prioritizes both client and SDR satisfaction.
Because the focus is on nurturing mutually beneficial relationships, Belkins does not say "yes" to everyone. This is in part due to our ICP analysis process, but also because our sales executives don't want to stick the rest of the SDR team with clients that we're limited in our ability to help.
Over time we've found that, if a potential client has a high number of objections to our process during the initial stages, it's a red flag for future success. Therefore, we prioritize client compatibility and refuse to sign up clients who's project is expected to be problematic.
Additionally, our ICP analysis process plays a pivotal role. If the initial call suggests a good fit, the next step is to complete the ICP form. No contracts are finalized without a thorough analysis, which prevents us from over-promising results.
Good incentives for SDRs focused on client deliverables and helping clients succeed
SDR incentives are effective when they're aligned with client deliverables. This keeps the focus, not just on sales, but on our entire team's responsibility to drive desirable outcomes.
Our SDR team's commitment is unwavering. We don't stop until we've achieved the success our client expects and maintain our position as a trusted partner.
To show how we intercommunicate deliverables, first, our ICP analysis process notifies the sales executive that the ICP form is completed. The information in the form seamlessly transitions from the sales team to the delivery team.
Next, an internal review and summary provide a clear understanding of the target market and total addressable market. This analysis allows us to identify and record individual prospects for outreach.
Our service delivery structure focuses on tangible results because we want to give clients real value from the services they've contracted.
The success of a project is then defined by what has been delivered, not just the hours put in.
Dedicated, educated, and tiered SDR team
We believe in having the best possible people on board, and we invest heavily in that team. This extends to the allocation of resources.
Funds are channeled into the delivery team, which makes employing higher caliber account managers, SDRs, researchers, and copywriters possible.
Our model is a human-driven one. We don't rely on automated AI for outreach. Instead, every aspect of our process from conducting research, to crafting copy, and delivery has a well-educated human behind it.
Realistic and clear expectations for clients by communicating with the SDR team
We set realistic and clear expectations by maintaining open lines of communication with the SDR team. The process begins with a feedback loop between the SDR team and the client-facing sales professionals.
If a prospect expresses concerns about the number of meetings, the sales professional coordinates with the delivery team for evaluation. The business case, website, use cases, and ICP are shared with the delivery team to assess the potential for improvement.
However, we set the tone for this approach even before we decide to do business with the prospect. Our ICP process requires a call with the prospect to review the data assembled. The goal of the call is to confirm that there's enough "landscape" to work with, ensuring campaign viability.
By comparing the data with past campaigns, we (and the client) gain insight into the kind of results we can predictably achieve and how many booked meetings can be realistically promised.
This information becomes useful later on when challenges arise, particularly in knowing when to stop and reassess a campaign.
For instance, during a 3-month pilot program, multiple variables and unknowns can pose roadblocks. It becomes crucial to recognize when to sound the alarm and reallocate resources, such as calling in the diagnostic team to doctor a campaign.
Ongoing training and mentorship for new recruits
Sales development is a demanding job that involves facing frequent rejection, extensive outreach, organizational skills, and adaptability.
Not everyone is cut out for this role, and past experience in the field helps identify individuals who are built for it.
For that reason, Belkins provides ongoing training and mentorship to new recruits. We recognize the importance of nurturing talent and preparing them for the challenges of the sales development role.
Our recruitment and training process follows a tiered system for its SDR team, consisting of junior, middle, and senior representatives.
New recruits typically start as juniors and undergo a structured training program led by senior SDRs. During this training period, they learn the processes, tools, and workflow of the organization. They don't immediately manage client accounts.
Training provides a gradual transition into the role. New recruits sit in on campaigns executed by more experienced SDRs to gain a sense of the workflow and the tasks involved.
Over time, new SDRs ease their way into the role by taking on projects with the guidance of a more senior SDR acting as a lead on that project. Mentorship like this ensures guidance, support, and proficiency.
Our SDRs continue in this manner until they demonstrate their ability to handle the job and workload independently.
Conclusion: choose the right SDR outsourcing partner through genuine connections
Choose an SDR agency focused on authentic connections and transparency
My goal now is to get [clients] to see this other side of selling, how it's much more meaningful.
Our sales paradigm relies on genuine connection and transparency at the core of its operations.
Professionals like Brian are on the front lines of this shift. He’s experiencing, first-hand, how conventional high-pressure sales tactics are gradually making way for a more human-centric methodology.
Part of our objective is to redefine client perception of selling and help them recognize a more meaningful dimension of this profession. It extends beyond mere transactions; it's about nurturing real relationships.
When it comes to selecting an SDR outsourcing partner, we hope that this guide helps you find an agency that's committed to establishing authentic connections with clients.
21 discovery questions to ask an outsourced SDR provider
Throughout the article above, we provided a series of questions to aid in your search for an effective outsourced SDR. Here they are again, organized by category:
Long-term dedication
- What does working together long-term look like?
- Can you explain how this relationship will be mutually beneficial?
Empathy and curiosity
- What's the tone of the conversation usually like in your exchanges with prospective clients through channels like email?
- To what degree do you use scripted messages?
- What are some examples of common questions you ask prospective clients?
Authenticity and adaptability
- Ask the SDR: What's your process for adapting to a client's brand voice and communication style?
- Ask yourself after the call: Did they show their personality? Was it authentic?
Depth of connection with clients
- What percentage of clients ghost you?
- How do you keep prospects from ghosting you?
Follow-up approach
- Can you give an example of a normal follow-up with a prospective client?
- How frequently do you follow up with prospects?
- What kind of relationships result from your interactions with clients?
Capacity to set realistic expectations
- What kind of expectations do you establish with clients at the start of a campaign?
- What's your process for determining deliverables?
Ability to build credibility
- What makes you confident that you can produce the results clients are looking for?
- If things don't go according to plan, what kind of safety nets do you have in place?
- Do you discuss potential pitfalls and unknown variables with clients upfront?
Client analysis process
- How do you determine if the client is a good fit for a long-term partnership?
- What does your process for analyzing the client's company, goals, and ICP look like?
Feedback management
- How do you handle client feedback over the course of a campaign?
- Can you give me an example of how you used client feedback to fine-tune a campaign strategy?
Bottom line
Whoever you choose as an outsourced SDR, we encourage you, as a business, to prioritize genuine interactions in all your B2B partnerships for long-term success.
Above all, remember, a good outsourced SDR values connections over manipulative tactics, and creating meaningful relationships over closing deals.
Your SDR’s strengths should be empathy, curiosity, and dedication to transparent communication. They should seek to understand the client's business, industry, and how to tailor their efforts to create a lasting partnership.
Effective SDRs are dedicated, educated, and part of a tiered team that always values human-driven outreach over automated solutions.
In terms of results, a successful SDR knows that it's not just about meeting quotas; it's about achieving transformation. That means not only generating revenue but building a sales strategy that produces win-win scenarios for both your business and your clients.
Ready to get started?
Here are several options and free resources that will help you get started on your outbound sales journey:
- Hire Belkins: If you want to discuss your current business goals and how we can potentially help you achieve them, contact us.
- Belkins case studies: Gain insights on how we’ve generated 4,760,850 leads and millions of dollars for businesses of all sizes. Read their stories.
- Belkins Growth Podcast: Get to know our VP of sales, Brian Hicks and Belkins co-founder Michael Maximof as they interview professionals on market challenges, effective sales practices, and business perspectives in various industries. Listen to the Belkins Growth Podcast.
- Belkins webinars: Become a member of our community. Subscribe to unlock access to exclusive insights.
