I consider the SDRs the engine that makes Yesware go. They’re the salespeople on the front lines, in the trenches, doing the research, doing the discovery, making those first phone calls, generating the interest, and ensuring they’re passing off the right contacts to seal the deal.
It’s important to ensure your SDRs are efficient, and that each hour is an hour well spent. Here’s a look at how I work with SDRs to be as efficient and effective as possible.
Focus on prospecting, not researching
Focus on prospecting, instead of spending half of the day rebuilding prospect lists. You have to be ready and willing to break up with a potential prospect, and add in a new prospect in its place. Find tools like Capture to build lists in a matter of a few clicks, or a few reports.
Combine technologies to be more efficient
My team combines Capture with LinkedIn Sales Navigator and Yesware. Adding those net new accounts to replace those non-engaged prospects is huge. Not only can we find and add those contacts easily, but we have a mix of technology to get the entire process done, from finding the contact, to mail merge, to reminders for follow up, to closing the deal. We find that one tool is really supplementary to the other. Our reps obviously use Yesware, but tools like Capture close the loop. Great technology provides that extra aspect of support that helps us do what we need to do better.
And because the SDR is a volume-based prospecting role, Capture enables us to spend 15-20 minutes finding new contacts that match the industry criteria that we’re looking for. Within a half hour, we’re talking to new people that we wouldn’t have otherwise known existed.
The best deals to close are with the prospects that our SDRs have researched and found on their own, versus inbound leads. Capture allows us to grab net new accounts, add them to our system quickly, and then get in touch almost immediately. With a mail merge, we can create a CSV with all of those contacts in Salesforce. That becomes a list of 200 prospects that might not have heard of Yesware previously.
Get technology that salespeople will actually use
No matter how much you spend on great technology, if it’s not user-friendly and more efficient than life before the technology, salespeople are not going to use it. For instance, inherently, salespeople often take the path of least resistance. Being a salesperson myself, I completely understand that. Now that I’m on the management side, it’s crucial to figure out that path of least resistance, and give salespeople the technology they need to go down that path. Here are a few examples of that:
- List building: At Yesware, we’re not going after one contact at one company, we’re trying to find three, four, or five people that could potentially be stakeholders. Therefore, we need to quickly add those four or five contacts, and we cannot be updating the lists every six months. It has to be almost instantaneous, as contact data is constantly changing. Tools like Capture enable us to find contacts and quickly build lists, with the most up-to-date contact information on the web.
- Outreach tracking: Our salespeople do not have to log every single email or every single call. With Yesware, we alleviate menial tasks, enabling salespeople to focus on what really matters: Closing deals.
Track everything you do
Have science and data behind your outreach efforts. You need to be able to confirm what worked and what didn’t work with data. For instance, which subject line is yielding the best responses? Which message creates the best response rate? The easier way doesn’t necessarily mean working harder. You just need to understand the results of your efforts so you can focus on what works. I’m all about working smart, and if you can work smart and hard at the same time, it’s huge. That’s what I think Yesware and Capture do together.