introduction for hiring the modern sdr - betts recruiting

8/10/2019 Introduction for Hiring the Modern SDR - Betts Recruiting

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2/25

Introduction

The Modern SDR

Who They Are

What does an SDR Do?

What do I pay an SDR?

What Motivates the Modern SDR?

Building a Dream Team: Achievers

How to Build Your Own Dream Team

Getting Started

Building Your Interview Process

Phone Interview

Voicemail / Prospecting Email

Culture Interview

Role Play Interview

Conclusion

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CONTENTS


3/253An Introduction to Hiring for the Modern SDR

A common frustration we hear from new clients is hiringand scaling a quality Sales Development Representative(SDR) team.

Traditional sales models are dying and the demand forhighly specialized technical salespeople are at an all timehigh.

As Sales Trainer John Barrowsputs it, the average salespersonwill die a slow and painfuldeath in the coming yearsas processes are becoming

automated and antiquatedsales techniques are beingdisregarded.

Finding, training, and graduatingSDRs into proficient Account Executive positions shouldbe the focus of any emerging or growing companys salesteam strategy.

In this eBook we take an in-depth look into the modernSDR with the hope of providing insight you can use tobuild or scale your own SDR team.

Traditional sales

models are dying and

the demand for highly

technical salespeople areat an all time high.

INTRODUCTION

The average salesperson will die a

slow and painful death.

@JohnMBarrows
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THE MODERN SDRThe SDR is the front line salesperson and the foundationof any strong and successful sales team. Traditionallythey performed two functions: cold calls and cold emails.The modern SDR is a much more technically demandingposition and acts as a middleman between Marketing andSales.

The first thing hiring managers should look for in acandidate is Sales DNA, especially if theyre a new gradwith limited experience.

The modern SDR is a much more

technically demanding position

and acts as a middleman between

Marketing and Sales.

WHO THEY ARE

Hungry

Competitive

Energetic

Urgent

Listener

Personable

ConfidentOrganized

Polished

Intelligent

Sales DNA
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A day in the life of a Modern SDR typically consists of:

We took a look at two of the hottest Startup Tech markets- San Francisco and New York - to determine what theaverage SDR was making.

WHAT DOES AN SDR DO?

WHAT DO I PAY AN SDR?

Hunting leads on LinkedIn

Researching and web scraping

Making cold calls

Writing drip email campaigns

Qualifying inbound leads

Scheduling meetings for account executives

$65,000

37.5%

$51,015

$84,336

68.1%

$48,947

San Francisco

San Francisco

San Francisco

New York

New York

New York

AVERAGE OTE

EQUITY

AVERAGE
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Things like culture, leadership and growth opportunities

stand out most to the modern SDR and should be kept inmind as your company embarks on any hiring campaigns.Money is a short-term motivator while a solid vision orproduct will energize your SDR candidates for long-termcommitment.

Since the landscape isincredibly competitive,getting creative inhow you sell yourcompany can be amajor differentiator.The biggest trend wehave seen has been anestablished structure for growth. Any startup can offer pingpong and catered lunches, but having a framework or planto help an SDR succeed is game changing. If you do nothave this structure in place think about developing playbooks and professional growth plans.

Modern SDRs are looking for the best opportunity, not thefirst one.

WHAT MOTIVATES THEMODERN SDR?

Money is a short-term

motivator while a solid vision

or product will energize yourSDR candidates for long-term

commitment.

Any startup can offer ping pong

and catered lunches, but having a

framework to help an SDR succeed is

game changing.
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BUILDING A DREAM

TEAM: ACHIEVERS

SENIOR DIRECTOR, SALES DEVELOPMENT

RALPH BARSIINTERVIEW WITH
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Since joining Achievers, my focushas stayed on strategy, people,process, and technology in thatorder. I continue to fine-tune our

inbound and outbound efforts,and the technology that supportsthem; and am crafting a playbookthat will reinforce everything.

HOW DID YOU START BUILDING YOUR TEAM?

JONATHON DAVISSales Development Representative

He's constantly challenging us and making sure we neverget complacent. There is always something we could do

better and Ralph is very constructive, and you never take itpersonally.

"Sales Development

leaders: Focus on

strategy, people,

process, and technology

in that order."

WHATS EXCITING ABOUT YOUROPPORTUNITY?

We dont have much time together: The SDR role lastsroughly two years. Considering most SDRs are early intheir careers, two years is a blip. That means the reps and

I have a lot of work to do, and a lot to learnlike right now.When everyones got that lets get after it mentality, theopportunitys exciting.

So, I set expectations in the recruiting and onboardingphase that were driving a revenue pipeline, as well as
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a people pipeline. They want to do well and becomeaccount executives; and I want them to master the SalesDevelopment role, and represent themselves well whenthey ARE account executives.

Theres a formal career path for our SDRs, thats brokeninto four 6-month periods(freshman, sophomore, junior, andsenior). It breaks-out all the areasneeding development and masteryin a given period. This way, theresalways a lighted path towards theirnext role.

As a result of this focus, the SDRshave hit their team goals the last

four consecutive quarters. And at this rate, I have no doubttheyll continue to crush it.

LUKE WALTERSSales Development Representative

There were other offers I had before I met with Ralph, but Idecided to take the interview because he explained to mehow it was a stepping stone to a better opportunity, and thatis what really sold me on not taking the other opportunities."

"There's a formal career

path for our SDR's. This

way, there's always a

lighted path towards

their next role."
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10/25



I think it is a lot different, definitely for the better todaybecause of evolving technology. If Im not in the loop onthat Im going to die on the vine.

70% of the buying process is done online before peopleengage with your company and the same is happeningtoday with college graduates.Theyre doing that research aboutthe companies that they want towork for and how they need todifferentiate themselves amongother candidates way before they

even call that company or apply.So when that company puts a jobdescription out, they jump on it.

You know immediately who hasdone their homework and whohasn't. Its evident when they walk in the room if theyhave their act together and those are the people that Iwant. Theyre the ones who are going to be talking to

our customers and have done their research, making theconversation about the prospect and not themselves.

WHAT ARE THE DIFFERENCES BETWEEN THESDR CANDIDATES THEN VS. NOW?

ZAC AKINSales Development Representative

"I wanted to get into sales, because I wanted to get into amore competitive environment and it seemed that this wouldbe best for my sales career, where Id learn the ins and outsof being an SDR, but also set me up for success further downthe road in my career."

"Smart SDR candidates

are researching

companies and people

they want to work for,long before hitting the

market. "
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In my experience, the strong candidates look for growth,opportunity, and culture. On a macro level, they want tobe part of companies that are scaling, that offer them an

opportunity to shine and build great careers, and a culturethat makes it all fun and worthwhile. On the micro level,they want to join a Sales Development team that wins, sothey can learn from and become the best at their craft.

Achievers provides solidmentoring and coaching, andcolleagues that turn into lifelongfriends. When we talk about this

in the recruiting phase, we clearlydifferentiate ourselves from otherSDR career opportunities. Whencandidates accept an offer fromAchievers, they know theyll becelebrated, not tolerated.

WHAT ARE THE TOP THINGS THAT ATTRACT ANDRETAIN TALENT?

ANDREW DOOLITTLESales Development Representative

"I had never heard of Achievers or recognition programs, sotherefore it was last on my list, and was actually looking to getinto an AE role, When I found out what Achievers was doing,and their $30 Billion market, I passed up being an AE to be apart of what were doing here."

"People go where

theyre celebrated, not

tolerated. Companies

and leaders need to

celebrate their teams.

Plain and simple."
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13/25

HOW TO BUILD YOUROWN DREAM TEAM



If youre just starting to build out your Sales team ortrying to expand your existing team, one of the mostimportant areas to start is establishing your hiring process.SDR hiring typically has a 2-3 week turnaround. If yourorganization has a longhiring process, or none atall, it can kill deals.

When defining your hiringprocess, you shouldconsider the hiring funnelto be almost identical to astandard B2B Sales Funnel. Keeping things simple and

efficient offers better visibility into your hiring pipelinewhile also giving a candidate a clear indication of wherethey are in the process.

Leads Candidates

Interviews

Hires

Pipeline

Wins

Setting the expectation with the candidate from thebeginning will enable your company to compete with otheroffers even if you have a longer process. As mentionedin the Achievers example, SDRs seek structure that willenable them to grow. By implementing a process, you willdemonstrate to the candidate your level of organizationand authority.

GETTING STARTED

You should consider the

hiring funnel to be almost

identical to a standard B2B

Sales Funnel.
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Dont be one of these blue people.

1 Hireology, a platform enabling SMEs to organize their hiringprocess and make better hiring decisions, 2013 Hiring Statistics.

The importance of building a solid hiring funnel is crucialto scaling your Sales team. A bad hire can cost anorganization as much as $50,000, with 69% of employersreporting that theyve been affected by a bad hire lastyear.1

For hiring SDRs, the interview process will generally

consist of four parts: Phone Interview, Voicemail/EmailTest, Cultural Interview, and Role Play.

You should customize the hiring process to meet your ownorganization needs, but we have broken down each partto help you get started.
http://www.slideshare.net/HireologyBlog/2013-hiring-statisticshttp://www.slideshare.net/HireologyBlog/2013-hiring-statisticshttp://www.slideshare.net/HireologyBlog/2013-hiring-statisticshttp://www.slideshare.net/HireologyBlog/2013-hiring-statisticshttp://www.facebook.com/BettsRecruitinghttps://twitter.com/intent/tweet?via=BettsRecruiting&text=An%20Introduction%20to%20Hiring%20for%20The%20Modern%20SDR&url=http%3A%2F%2Fbit.ly%2FZGEOTqhttp://www.linkedin.com/company/betts-recruitinghttp://plus.google.com/+BettsRecruitingSF



Most interviews for SDRs follow a four-step process

beginning with a phone interview, a relevant assignment, aculture fit interview, and finally a role play.

The more detail and thought you put into your interviewprocess can not only determine a candidate's qualification,but it gives you a gauge of the kind of training they willrequire if they join your team.

BUILDING YOURINTERVIEW PROCESS

Phone

Interview

Voicemail &

Prospecting Email

Culture

Interview

Role Play

Interview



Phone

Interview

Voicemail &

Prospecting Email

Culture

Interview

Role Play

Interview

PHONE INTERVIEW

PURPOSEThe phone screen is an integral first step to the interviewprocess.

30 seconds on the phone can tell you a lot about acandidate that you will never be able to find on a resume.

Sure, convenience plays a factor, if you can tell within thefirst few minutes somebody will not be a fit you shouldntwaste your or their timeby bringing them into theoffice.

But even moreimportantly an SDR willbe spending their entireday on the phone.

There is no better way to gauge someones phone skillsthan with a phone call.

Weve included some sample questions on the next pageto get you started.

30 seconds on the phone can

tell you a lot about a candidate

that you will never be able tofind on a resume.

There is no better way to gauge

someones phone skills than with a

phone call.
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SAMPLE QUESTIONS FOR A PHONE SCREEN

Why sales?

When was the first time you sold something?

What is your cold calling experience? How do you feelabout cold calling/how comfortable are you making coldcalls?

Give me a 30 second pitch on X...

Can you explain to me how youve used a CRM system inthe past?

How would you describe %%Company%% to friends andfamily around the dinner table?

Tell me when you were told no

We work on various roles, technologies, and candidatepersonalities. How do you adjust your sales pitch todifferent audiences?

How do you personally stay focused while working in anenvironment that has many distractions? How can youkeep others focused?

What tools have you used in the past, and how have theycontributed to your success?

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Phone

Interview

Voicemail &

Prospecting Email

Culture

Interview

Role Play

Interview

VOICEMAIL /PROSPECTING EMAIL

PURPOSE

Testing a candidate on what they will be doing day-to-dayis a major differentiator for most interview processes. It isok to be more critical in the second round, but again focuson finding raw talent with a solid foundation of Sales DNA.

When coming up with theassignments make sure togive very clear instructions.You can even leverage yourinstructions to qualify out

candidates who were wayoff the mark. In additionto clear instructions, besure you give candidatesfeedback on their work!

Regardless if the candidate moves on to the next round,coaching an SDR on areas of improvement leaves alasting impression and makes them a potential future

advocate for you and your company.

Regardless if the candidate

moves on, coaching an SDR

on areas of improvementleaves a lasting impression.
https://twitter.com/intent/tweet?&text=Regardless+if+the+candidate+moves+on%2C+coaching+an+SDR+on+areas+of+improvement+leaves+a+lasting+impression.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Regardless+if+the+candidate+moves+on%2C+coaching+an+SDR+on+areas+of+improvement+leaves+a+lasting+impression.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Regardless+if+the+candidate+moves+on%2C+coaching+an+SDR+on+areas+of+improvement+leaves+a+lasting+impression.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Regardless+if+the+candidate+moves+on%2C+coaching+an+SDR+on+areas+of+improvement+leaves+a+lasting+impression.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?via=BettsRecruiting&text=An%20Introduction%20to%20Hiring%20for%20The%20Modern%20SDR&url=http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Regardless+if+the+candidate+moves+on%2C+coaching+an+SDR+on+areas+of+improvement+leaves+a+lasting+impression.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Regardless+if+the+candidate+moves+on%2C+coaching+an+SDR+on+areas+of+improvement+leaves+a+lasting+impression.+http%3A%2F%2Fbit.ly%2FZGEOTqhttp://www.facebook.com/BettsRecruitinghttps://twitter.com/intent/tweet?via=BettsRecruiting&text=An%20Introduction%20to%20Hiring%20for%20The%20Modern%20SDR&url=http%3A%2F%2Fbit.ly%2FZGEOTqhttp://www.linkedin.com/company/betts-recruitinghttp://plus.google.com/+BettsRecruitingSF



PROSPECTING EMAIL TEMPLATE

Identify a company that you think would be a good fit forour SaaS Platform.

Steps:

VOICEMAIL ASSIGNMENT TEMPLATE

The person you wrote your email to responded with hisphone number. You give him a call but get his voicemail.Craft a voicemail pitch:

Steps:

Research the company you chose and determine whoyou think would be the best decision maker or point ofcontact.

Draft an email addressed to that person.

Use a concise subject line.Be sure you mention Product X

Have a clear call to action to book a phone call withthis person

Send the email to [email protected]

Keep the voicemail 45 seconds or less

Mention the email you previously sent

Have a clear next step in the voicemail

Leave your phone number

1

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4

2

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4

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Phone

Interview

Voicemail &

Prospecting Email

Culture

Interview

Role Play

Interview

CULTURE INTERVIEW

PURPOSEWhen structuring your culture interviews you want toinclude anywhere between 3-5 people from your companywith at least 1-2 people who are not on your direct team ordepartment. Be careful not to go overboard and have each

interview last 10-15 minutes.

The interview should be centered around getting to knowthe candidate and letting them ask questions to get abetter sense of your company culture.

Remember, good SDRs will have options and you wantto approach this interview as an open conversation andnot to qualify people out. By exposing the candidate to

the people and atmosphere of your office, you will buildmore rapport than you would with a series of repetitiveinterviews.

Good SDRs will have options and

you want to approach this interview

as an open conversation and not to

disqualify.
https://twitter.com/intent/tweet?&text=Good+SDRs+will+have+options+and+you+want+to+approach+this+interview+as+an+open+conversation+and+not+to+disqualify.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Good+SDRs+will+have+options+and+you+want+to+approach+this+interview+as+an+open+conversation+and+not+to+disqualify.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Good+SDRs+will+have+options+and+you+want+to+approach+this+interview+as+an+open+conversation+and+not+to+disqualify.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Good+SDRs+will+have+options+and+you+want+to+approach+this+interview+as+an+open+conversation+and+not+to+disqualify.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?via=BettsRecruiting&text=An%20Introduction%20to%20Hiring%20for%20The%20Modern%20SDR&url=http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Good+SDRs+will+have+options+and+you+want+to+approach+this+interview+as+an+open+conversation+and+not+to+disqualify.+http%3A%2F%2Fbit.ly%2FZGEOTqhttps://twitter.com/intent/tweet?&text=Good+SDRs+will+have+options+and+you+want+to+approach+this+interview+as+an+open+conversation+and+not+to+disqualify.+http%3A%2F%2Fbit.ly%2FZGEOTqhttp://www.facebook.com/BettsRecruitinghttps://twitter.com/intent/tweet?via=BettsRecruiting&text=An%20Introduction%20to%20Hiring%20for%20The%20Modern%20SDR&url=http%3A%2F%2Fbit.ly%2FZGEOTqhttp://www.linkedin.com/company/betts-recruitinghttp://plus.google.com/+BettsRecruitingSF



SAMPLE QUESTIONS FOR CULTURE FIT

What excites you about waking up to go to workeveryday?

How do you want to feel when you leave at the end of the

day?

What shows that youre a good fit for a startup?

What do you like to do in your spare time?

Where do you see yourself in 5-10 years?

What excites you about technology?

Whats your ideal work environment: one in which youcan work on several dynamic projects at one time orone in which you can work on one task at a time throughcompletion?

How do you personally stay focused while working in anenvironment that has many distractions? How can youkeep others focused?

What do think makes a good team player? Would youdescribe yourself this way? How do you deal with thosewho are not?

Our organization is set up in a way that involves multiplepeople in the placement process. How would you buildconsensus for everyone involved in this process?

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Phone

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Voicemail &

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Culture

Interview

Role Play

Interview

ROLE PLAY INTERVIEW

PURPOSE

The final step in an SDR interview process is a role-playinterview. This is where you can put the candidate to afinal test to vet out if they truly have Sales DNA.

The objective of the Role Play is to see what they learnedfrom the first two steps and how they apply it in a livedemonstration. Youcan structure therole play to be withmultiple people inthe room or 1:1 witha manager or even

another SDR.

Come prepared with different example scenarios to seehow they handle different situations and personalities.You can even record the sessions to send back to thecandidate for feedback, to review later with your team, orto use as examples of exceptional responses for a teamplay book.

EXAMPLE ROLE PLAYYou call into %%Company X%%, and I tell you that Imrunning to lunch. You have two minutes to pitch me.

Ready, set, go.

The objective of the role play

is to see what they learned

and how they apply it in a live

demonstration.
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Thank you for reading our eBook on How to Hire theModern SDR. We hope you find value in the material andwe wish you best of luck in hiring your team!

Highlights to take with you:

CONCLUSION

The Modern SDR is a technical role in high demand

Establish an internal growth plan and framework foryour SDRs

Treat your hiring pipeline as a B2B sales pipeline

Create a simple hiring process to test your candidates

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THANK YOU AND GOODLUCK IN YOUR HIRING!

At Betts Recruiting we partner with the fastest growing

and most innovative Tech startups in the United States andEurope. We personally match all of our candidates andspecialize in recruiting for revenue generating roles such

as: Sales, Marketing, Customer Success, and BusinessDevelopment.
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introduction for hiring the modern sdr - betts recruiting

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