Structure your CRM to minimize clicks and context switching for SDRs. Create a single, clean view showing a list of accounts with all relevant contacts and their data on one screen. This turns the CRM from a passive database into an active, high-efficiency prospecting workspace.
Move beyond measuring only conversations and booked meetings. A key metric for sales leaders should be the number of contact status changes an SDR makes daily. This KPI quantifies progress in the "gray area," showing that conversations are leading to concrete next steps, even if they aren't immediate meetings.
When confronted with Apple's live voicemail feature, reps should avoid panicking and delivering their full pitch. The goal is to spark curiosity with a brief, value-led statement. Mentioning results for similar companies and suggesting an easier follow-up channel makes it more likely the prospect will engage.
Instead of a binary success metric, treat cold calls as opportunities to gain the right to follow up. Track multiple positive outcomes like "call back in 3 months" or "referral to a colleague." This "gray area" approach builds a future pipeline by valuing every conversation, not just immediate wins.
In your opening script, explicitly state you're calling to see if it’s relevant to schedule a separate, future conversation. This immediately signals you respect their time and aren't trying to force a lengthy discussion now. It reframes the interaction as a joint assessment, making prospects more open to a two-way dialogue.
Effective cold calling is not about one-off attempts. To truly penetrate an account, SDRs should aim to call a single high-value prospect 12 to 15 times within a 90-day window. This benchmark enforces consistent, focused effort over time, moving away from a low-yield "spray and pray" approach on massive lists.