The highest-activity rep is almost never the highest-performing one. Before fixing call scripts or email copy, leaders should analyze if the team is targeting the right accounts and personas. Improving targeting yields far greater results than simply increasing raw activity.
Junior SDRs get overwhelmed by complex processes. Instead of providing numerous options, give them a simple, 3-step framework for core tasks like cold calling. High compliance with a simple process yields better results than zero compliance with a complex one.
To gain respect from the entire team, focus on coaching your "Michael Jordan"—the top-performing rep who seems uncoachable. If you can show them you can add value, you will earn credibility and buy-in from everyone else on the team.
Instead of a long, single-threaded sequence, break it into two distinct blocks. The first three emails can focus on one problem (e.g., problem, bump, case study). Then, start a new thread for the next three emails focusing on a second problem and moving toward a breakup.
Don't dictate messaging from an ivory tower or leave reps to figure it out from scratch. Leaders should provide the core framework and initial examples (the first 80%). Reps, who get real-time market feedback, should then be responsible for the final 20% of tweaking.
Most leaders incorrectly focus on tactical training for struggling SDR teams. The primary issue is often low morale and a lack of energy. A successful turnaround begins by injecting energy and building buy-in, not by immediately retraining on skills.
To rapidly change a sales team's culture, elevate promising reps ("flip"), remove underperformers who resist coaching ("fire"), and inject new energy with new talent ("hire"). Trying to save everyone who doesn't want to be saved will sink the entire organization.
An effective SDR team meeting cadence bookends the week with high-energy, activity-focused meetings on Monday and Friday. Skill development sessions, like call teardowns and 1-on-1s, should be placed in the middle of the week to maintain momentum.
To improve meeting quality, create a visual "golden path" that maps out personas across different company sizes. Categorize them into tiers (e.g., green for primary targets, yellow for secondary). This framework helps SDRs eliminate wasted effort on low-value contacts.
In an SDR interview, the first mock cold call will likely be poor. The real test is the second attempt. Give the candidate one or two pieces of feedback and observe if they can implement the change. Their ability to be coached is a far better predictor of success.
To drive team-wide change, leaders should first meet with each member individually to get their buy-in on the new plan. This isolates dissenters and uses peer pressure from the converted majority to win over the entire group in a public setting.
Don't let new reps copy the unorthodox methods of top performers. The rule should be: you must first follow the team's process and prove it works. Once you achieve elite status, you earn the autonomy to double down on your unique strengths.