Best Practices for SDRs - Sales Development Representatives

For SDRs and SDR leaders looking to reach the next level in sales engagement.
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Sales Development Representatives (SDRs) play a crucial role in bridging the gap between marketing and sales. While their primary responsibility is to generate leads, they also qualify prospects, and set the stage for successful sales interactions later down the line.

To excel in this dynamic role, SDRs need to adopt best practices that streamline their processes and enhance their effectiveness.

In this blog post, we'll explore essential strategies that can elevate the performance of SDRs and contribute to the overall success of the sales team.

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Best Practices for SDRs

Maintain a Clean & Organized CRM

One of the foundational elements for SDR success is a clean and organized Customer Relationship Management (CRM) system. A CRM system is a software solution designed to streamline and optimize the management of customer interactions, leads, and data.

Examples of CRM systems include Salesforce, HubSpot, Pipedrive, and more.

It is a centralized hub where businesses can store, organize, and access information about their customers and prospects. CRMs typically include features for contact management, lead tracking, communication tracking, sales forecasting, and analytics.

The primary goal of a CRM is to enhance customer relationships, improve communication, and facilitate data-driven decision-making within an organization.

Thus, as you can imagine, a cluttered CRM can lead to missed opportunities, confusion, and inefficiencies. SDRs should make it a priority to regularly update and maintain the CRM, ensuring that all information is accurate and up-to-date. This includes updating contact details, recording interactions, and categorizing leads appropriately.

A well-maintained CRM facilitates smooth collaboration within the sales team and provides valuable insights into customer behaviors and preferences. SDRs can leverage this data to tailor their outreach efforts, resulting in more meaningful and personalized interactions with prospects.

Focus on Personalized Cold Emails

The art of crafting personalized cold emails has become a critical skill for SDRs.

Beyond the superficial use of the prospect's first name, genuine personalization involves a deeper understanding of their unique challenges and industry pain points.

SDRs must tailor their messages to resonate with the specific needs of each prospect, demonstrating a level of attentiveness that transcends the generic approach.

In addition to personalization, adding humor into cold emails can be a strategic differentiator. Humor has the power to humanize the interaction, making the SDR more relatable and memorable in the eyes of the prospect.

However, navigating the delicate balance between professionalism and humor is improtant. The key is ensuring the humor aligns seamlessly with the prospect's professional context.

A well-crafted joke or a clever comment has the potential to transform a cold email from a fleeting moment in the inbox to an invitation for meaningful conversation. It is the art of connecting on a human level, breaking through the digital noise, and creating an engagement beyond the transactional nature of typical email outreach.

Consider Voice & Video Prospecting

While written communication is a staple in sales outreach, incorporating voice and video prospecting can add a personal touch to interactions. Hearing a human voice or seeing a face creates a more intimate connection, helping to build trust and rapport with prospects.

SDRs can use voice messages to convey enthusiasm and sincerity, while video messages allow for a more comprehensive and engaging communication experience.

The human voice, with its nuances and tones, thus becomes a powerful tool for SDRs. A well-crafted voice message can communicate not just information but also emotion, fostering a sense of connection that goes beyond the limitations of written words. This personal touch establishes a foundation of trust and rapport, essential in building lasting sales relationships.

Video prospecting, on the other hand, takes personalization to the next level. It provides a comprehensive communication experience, allowing SDRs to showcase product demos or explain complex concepts with visual aids.

In a world where attention spans are limited and competition is fierce, video's visual and auditory elements can captivate prospects in ways that written content may struggle to achieve.

The combination of voice and visuals creates a multi-dimensional engagement that not only imparts information, but also resonates on a more profound level.

Re-engage with Leads After a Certain Time

One thing SDRs need to realize the importance of when selling is time.

Not all leads convert immediately, and some may go cold over time. This doesn't equate to a lost opportunity. Instead, it presents a prospect ripe for re-engagement.

SDRs should adopt a systematic approach to reconnecting with leads after a certain period, acknowledging that circumstances, needs, and priorities can evolve.

Re-engagement strategies can take various forms, from sending carefully crafted follow-up emails to sharing relevant and updated content that aligns with the prospect's interests.

A personalized phone call can be a powerful tool for understanding any shifts in the prospect's requirements and re-establishing a connection. This intentional effort to revisit dormant leads is not just a sales tactic: it's a testament to the SDR's commitment to understanding and addressing the evolving needs of their prospects.

Consistency in re-engagement efforts showcases persistence and underscores a genuine interest in the prospect's success. It signifies that SDRs view each interaction as a long-term relationship rather than a one-time transaction - incredibly important in the world of B2B sales.

Leveraging sales automation tools becomes instrumental in executing this strategy effectively. Automation allows SDRs to schedule timely follow-ups, ensuring that no potential opportunity slips through the cracks and that every lead, no matter how inactive, receives the attention it deserves.

Re-engaging with leads after a certain period is an acknowledgment that successful sales hinge on adaptability and a willingness to revisit and redefine relationships.

Through thoughtful and persistent re-engagement, SDRs not only breathe new life into dormant leads but also position themselves as attentive partners in their buyers' journey, capable of understanding and responding to the dynamic nature of their business requirements.

Be Empathetic when Handling Objections

Objections are an inevitable part of the sales process, and SDRs must be equipped to handle them with finesse. Empathy plays a crucial role in this process.

Instead of viewing objections as roadblocks, SDRs should see them as opportunities to better understand the prospect's concerns and address them effectively. This involves actively listening to the prospect, delving into the nuances of their challenges, and demonstrating a keen awareness of the intricacies of their business landscape.

Actively listening goes hand in hand with asking probing questions. SDRs should seek to unearth the root causes of the prospect's challenges, aiming for a comprehensive understanding rather than surface-level insights.

This not only showcases the SDR's commitment to addressing the prospect's specific needs but also lays the groundwork for a more nuanced and tailored solution.

By responding empathically to objections, SDRs shift the narrative from a one-sided sales pitch to a consultative conversation where the prospect feels heard and valued.

The conversation becomes a collaborative effort to navigate challenges together.

SDRs position themselves not as sellers pushing a product but as partners genuinely invested in the success of the prospect's business. This empathic approach becomes a cornerstone for building credibility and trust—a foundation essential for establishing long-lasting and fruitful sales relationships.

Don't be Afraid of Social Selling on LinkedIn

Social media has become a powerful tool for sales professionals, and LinkedIn stands out as a platform specifically tailored for business connections.

SDRs should embrace social selling on LinkedIn as a way to expand their network, engage with prospects, and share valuable content.

A key step in leveraging LinkedIn prospecting effectively is the creation of a compelling profile that not only highlights professional achievements but also reflects the personality of the SDR. This sets the stage for building credibility and trust within the LinkedIn community.

Active participation in relevant groups further amplifies visibility, providing SDRs with opportunities to engage with industry peers, stay informed about market trends, and position themselves as active contributors to meaningful discussions.

Beyond establishing a presence, SDRs should harness the platform's capability to share insightful content. By curating and disseminating content that adds value to their network, SDRs position themselves as sales professionals and thought leaders in their respective industries. This strategic use of content captures prospects' attention and establishes a foundation for ongoing engagement.

LinkedIn's messaging and connection features allow SDRs to initiate conversations in a less formal setting. This informal approach fosters a more authentic and approachable relationship with prospects.

It allows SDRs to navigate the professional terrain with a personal touch, initiating dialogues that exceed the transactional nature of traditional sales interactions in the world of B2B.

Mantain Good Communication with the AE

Finally, effective collaboration between SDRs and Account Executives (AEs) is crucial for the success of the entire sales process. Effective communication between these two teams is a nicety and a strategic imperative that propels the entire sales process forward.

This collaboration is grounded in regular and open communication, ensuring that both SDRs and AEs are aligned on overarching goals, specific strategies, and the real-time status of leads within the pipeline.

For SDRs, the responsibility extends beyond lead generation: they should provide AEs with comprehensive insights into prospect interactions. This includes not only the positive aspects but also any objections or specific needs that surface during the initial outreach.

Transparent communication in this regard serves as a valuable bridge, allowing AEs to step into the subsequent stages of the sales process armed with a nuanced understanding of each prospect's unique circumstances.

Conversely, AEs play a pivotal role by offering feedback to SDRs based on their interactions with leads. This feedback loop becomes a crucial element in refining the approach for future engagements. It's a dynamic exchange that leverages the frontline experiences of both teams to enhance the overall efficiency of the sales pipeline.

This collaborative approach is particularly beneficial during the crucial transition from lead generation to deal closure.

The seamless handover of information from SDRs to AEs ensures no loss of valuable insights as leads progress through the sales journey. It creates a cohesive narrative that spans the entire customer lifecycle, fostering an environment where each team complements the efforts of the other.


In any discipline, embracing best practices is essential for success.

From maintaining a clean CRM to incorporating humor in cold emails, utilizing voice and video prospecting, and leveraging social selling on LinkedIn, SDRs can optimize their approach to lead generation and qualification. Handling objections empathically and maintaining effective communication with Account Executives further solidifies their role in driving the sales process forward.

By adopting these best practices, Sales Development Representatives can not only meet but exceed their targets, contributing significantly to the growth and success of the overall sales organization.

For SDRs that are already well-versed in all of these best practices, make sure to get in touch with us at SalesPipe!
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