SDR/BDR Playbook - Skaled
SDR/BDR Playbook Sales Playbook for [company]
SDR/BDR Playbook Overview A sales playbook outlines every step of the sales process to ensure sales efficiency and effectiveness. This example playbook gives you an inside look at what a real playbook for a Sales Development Rep (SDR) or Business Development Rep (BDR) should include. Every playbook is custom to fit business and industry needs, so we don’t give you a full outline of a complete playbook (you’ll have to get in touch with us for that). But we do provide as much detail and depth as we can to show you that an SDR/BDR playbook is not a document that should be created and set aside. A playbook is key to everyday operations and is a single source of truth for your SDRs or BDRs to be successful and crush their sales goals.
Table of Contents Every playbook should include 01 Getting to Know [Company] 02 SDR Workflow & Sales Organization Structure 03 Ideal Client Profile, Buyer Personas & Competitor Analysis 04 Emails, Cold Calls & Sequences 05 LinkedIn Handling 06 Discovery 07 Sales Handoff & Salesforce Stages 08 Sales Talk Track & Objection Handling 09 Qualifying & Probing Questions 10 Day in the Life 11 Key KPIs, Activities & Technology
01 Getting to Know [Company]
Section One Getting to know [Company] [Company] Overview Here are a list of resources to learn about the company, our solutions, their benefits, tools we integrate with and more! This information will be reviewed during the scheduled onboarding sessions and can be utilized to craft really good content for your outreaches. Product Overview EX: Overview Deck EX: VIdeo: How our Product Works EX: Video: Conference Presentation by CEO Here are a few resources and examples of how to not only build your own [company] but how our solution can be applied across verticals for specific use cases. Resource 1 Resource 2 Resource 3
Section Two Structure of a Sales Organization Enterprise 10 advisors SDR Lead responsibility: cold calls Sales Marketing Lead responsibility: Direct email marketing Small Business (SMB) 1-10 Advisors Inside Sales: Outbound Lead responsibility: cold calls Inside Sales: Inbound Lead responsibility: cold calls Marketing Lead responsibility: Emails, white papers, demo requests, sign-ups, etc Marketing Direct Mail Nurture & Marketing Automation Other Channels Head of Sales Enterprise SDRs Enterprise Sales Inside Sales Inbound (Optional) Onboarding Account Management Customer Success Outbound
Section Two Marketing & Resources Positioning Marketing Research Here are a list of resources to learn how we position ourselves in the market based on extensive research done externally with analysts, customers, and consumers and internally with our team. This information will be reviewed during the scheduled onboarding sessions and can be utilized to craft really good content for your outreaches. Product Marketing Depending on the vertical, our solutions need to be strategically marketed for specific use cases. Be sure to familiarize yourself with each of the product demos below as you will be running these soon yourself. Reading Resources Resource 1 Resource 2 Resource 3 Resource 4 Resource 5 Resource 1 Resource 2 Resource 3 Resource 4 Resource 5 Learning and growing is key to your success in selling our solutions. Here are a list of resources to read about the impact AI and Bots are having on the world. The first two were written by our very own Puneet Mehta. Resource 1 Resource 2 Resource 3 Resource 4 Resource 5
Section Five Discovery Process At some point in a conversation, your prospect will typically ask what your company does. A good way to answer this question is using a Value Proposition. You can also bring up these statements proactively. A Few Key Points Examples of [Company]’s Value Propositions Value Propositions are not about you. They are about your prospects, the type of pains you solve, and the type of companies you help. This is what prospects initially find most interesting - not your company’s history. Your statement will change depending on the type of prospect you are talking to but during any conversation you should focus on one clear value prop that is most relevant to the buyer persona you are talking to. Do not give up easily but if none of your value props resonate, you should consider the possibility that the prospect is not a fit for your services. Write out your company value propositions here
02 SDR Workflows & Sales Organization Structure
Section Two SDR Workflow
03 Ideal Client Profile
Section Three Ideal Client Profile Introduce import traits of your ICP profil here. Then break down the following information before starting to build your buyer personas. Industries: put the industries here Title: Multiple titles go here. EX: Technical managers, Director of Technical Operations Company Size: XXXX - XXXX employees Pain points: Pain points go here. Be descriptive as possible Buyer Personas Overview: Persona 1 Persona 2 Persona 3
Section Three Demographics/Identifiers Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur What We Can Do Buyer Persona #1 Goals irure dolor in reprehenderit in nulla pariatur. Excepteur Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur Common Objections Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute voluptate velit esse cillum dolore eu fugiat Challenges Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur Elevator Pitch Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur
Section Three Competitor Analysis Identifying the value proposition of your main competitors helps you to further understand the marketplace you’re in, discover new customer pain points and optimize the way you position your services. In the table below we compare two of our biggest competitors to give you an example of the type of information you need to know in order to tailor your approach with prospects based on the strengths and weaknesses of competitors. Key Parameters Pricing Differentiators Weakness Competitor A Competitor B Competitor C
04 Email Sequences & Cold Calls
Handling Emails (A few things to include)
Handling Emails Email Messaging Best Practices Email Structure Subject line: Email open rates are between 20% and 30% on average, so having an appealing subject line matters in getting people to open the email, that way, even if the reader doesn’t go on to open and engage with your email campaign, they’ve at least seen your key message in their inbox. In order to get your key messages across to the most number of people and still encourage strong open rates, use descriptive subject lines or clear call to action that tells the reader what they are going to get from reading the email. Opening: The preheader appears next to the subject line in most email clients and is generated from the first line of text in your email so be sure to get the key message in there. In the opening paragraph, be sure to frame the messaging around the prospect’s position and what would be relevant to them. Add personalization where possible. Email Body: Keep this short and simple. What is the value proposition for the prospect? What is a quick value add piece of information you can share? Call to Action: End the email with a call to action -- ask to schedule a quick 8 minute conversation on a specific date and time. There is a lot of room for experimenting for email messaging such as AB testing subject lines and using Account Based Sales method to get your prospects to open the emails and reply.
Insert Sequence Type here: Industry/Persona Email Sequence 1 Email Sequences Email Sequence 2 Email Sequence 3 Email Sequence 5 Email Sequence 6 Email sequences should be as specific as possible around industry, buyer persona, etc. Include about 7 emails per sequence. Test and optimize over time. Email Sequence 4
Handling Emails A/B Testing, Tracking & Optimization Keep Track of Campaigns When making changes to sourcing and email templates, make sure that you have a very clear and specific plan around what you are trying to test. Have a masterlist of different types of email campaigns and keep track of success metrics, but always be aware of sample size, seasonality (if applicable). Good Examples Does mentioning a competitor increases response rates? Do companies of 50-200 employees respond better, or 200 employees? Which case studies are most interesting to prospects? Does mentioning something on their LinkedIn profile produce better results? What about mentioning one of the clients featured on the agency or software company’s website? Bad Examples: Do long emails work better, or short emails? Trying to test multiple things at the same time. Prioritization 1. 2. 3. 4. Those who've agreed to a meeting. Those who want more information. Referral emails. Everything else. Use Similarities Do the prospects who you book meetings with look similar? use this to inform your bulk lead sourcing and custom touchpoints. Be Strategic Be strategic about custom outreach as well. Group the types of contacts that you’re reaching out to by week and/or month and keep track of your success rate with these types of touchpoints, on paper, not just gut feeling. Log as an activity type (“social touch” or something similar) in Salesforce.
Handling Emails General Responses General responses to common scenarios. Customize as needed. Great! How’s [specific date and time] or [specific date and time]? If not, feel free to provide some alternative times/dates that work best for you. If lead expresses interest: If they don’t respond, keep circling back every week to suggest more times until you book a meeting or they tell you they are no longer interested. If lead is uninterested: Completely understand. As you start to think about [identified pain point], keep us in mind -- we’re always happy to take a few minutes to walk you through the process If lead asks not to be contacted: Ignore. They’ll automatically change status to “Replied” if they reply to your email, so no new emails will be sent out to them from the campaign. No problem, I’ll plan to reach out to you in [a few weeks, August, etc.]. If lead asks to be contacted in the future: Use Mixmax to snooze email until that time; label or put into a folder called “future contact” to keep track. No problem. Can you let me know when would be a better time to connect? Either way, I’d be happy to hop on a quick 5 minute call to give you a brief If lead says it is not a good time: overview of how we support [similar companies] like [company], so that you can reach out when you have time to consider [how to improve identified activity]. [[Company] pitch and then drive to a meeting] If lead asks for more information: If they don’t respond, keep circling back every week to suggest more times until you book a meeting or they tell you they are no longer interested. If they respond with more questions, try to drive this to a meeting rather than communicating via email. (“The short answer to your question is [answer here], but I think it’d be easiest if we hop on a quick 5 minute call to talk more and answer any additional questions that you have. How’s [date/time]?”)
Emails & Call Example Sequences
Email & Call Sequences Sequence Examples Emails Only Email, calls, and social touches Day 1 Email 1 Day 1 Email 1 and call 1 Day 3 Email 2 Day 3 Call 2 Day 7 Email 3 Day 4 Email 2 and call 3 Day 11 Email 4 Day 7 Email 3 Day 15 Email 5 Day 9 Social connection with personalized note and email 4 Day 17 Email 6 Day 10 Call 4 Day 21 Email 7 Day 14 Email 5 and call 5 Day 18 Email 6 and call 6 Day 21 Email 7
08 Sales Talk Track, Objection Handling and Appointment Closing
Know Your Sales Talk Track
Section Eight Compelling Events Before engaging with the prospect, it is a good idea to define the different scenarios you will be facing within this campaign which will trigger your outreach to a specific buyer profile and persona. This could be a number of things, including but not exclusive to: A change in the marketplace. A competitor's recent action. A general belief or stereotype in your industry. A piece of news affecting your persona. A scenario based on the season. Examples of [Company]’s Compelling Events In this section, define your company’s specific compelling events in detail.
Sales Talk Track Gatekeeper The first step of any sales call is ensuring you speak to your buyer persona. Often, you will need to enroll the “gatekeeper” to transfer you to the decision maker. The gatekeeper may be a receptionist, secretary or junior level staff member, and you should know as many details about the decision maker as possible, so that the gatekeeper trusts you enough to transfer. Opening: Gatekeeper You: Good morning/afternoon, I’m looking to speak with (Client Name). GK: Sure, may I ask who’s calling? You: Yes this is [SDR Name] with [Company] - I’m calling to connect with [Lead Name] on the [Mention Compelling Event/Evidence of research] is he or she available? You: Yes this is [SDR Name] with [Company] - I’m calling to follow up with (Lead Name) on the demo he/she requested from our website. Common Gatekeeper Objections: Common Answers from Goalkeeper: How to Respond What is this regarding? It’s regarding [Compelling Event] or [High employee growth]? I can’t give you that information I understand. Could you just confirm for me that this is his/her email? (Lead Email) He/She is not in the office No worries, actually, could you please tell me when he/she is usually in the office or a better time to call?
Sales Talk Track Decision Maker Once you have made it past the gatekeeper and been transferred to the decision maker, you should tailor your approach to fit the specific persona you are talking to and be prepared for any objections they may use. Opening: Decision Maker You: Hi (first name) this is [SDR Name] with Enboarder, how is your day going in ? DM: Good thanks, what can I do for you? You: You are the , correct? Great! We have never spoken before but I just wanted to [Refer to Compelling Event] and talk to you a bit about your onboarding process. You: Do you have a few minutes now where I can have your full attention? I can call back You: I speak with HR professionals all the time. [Company] has helped them completely change and increase the engagement of their onboarding process and we have grown together! You: I don’t want to tell you all our features, just have a conversation about your goals Common Decision Maker Objections: Common Answers from Goalkeeper: How to Respond Objection 1 The best response in the world. Objection 2 Objection 3 Exactly what they needed to hear. No more objections after this response.
How to Handle Objections & Closings
How to Handle Objections & Closings Objection Handling Outlining common responses that can address typical objections that may arise on a phone call. Objection Example Response Why [Company]? Example response here. Keep your response it concise and transparent. We don’t have the budget for [Company] Example response here. Keep your response it concise and transparent. I don’t know how I would use the product. Example response here. Keep your response it concise and transparent. I don’t want to add another tool to our tech stack. Example response here. Keep your response it concise and transparent. Our data is sensitive. Example response here. Keep your response it concise and transparent. I don’t have time right now, send me an email. Example response here. Keep your response it concise and transparent. Our onboarding process is fine the way it is. Example response here. Keep your response it concise and transparent. We do everything internally. Example response here. Keep your response it concise and transparent.
How to Handle Objections & Closings Appointment Closing After determining that a lead is qualified, the logical next step is to try to schedule an appointment, introductory call or demo. The way you achieve this close will depend entirely on the channel of communication being used. Below you will find an example of how to close in the four main channels we are likely to be using for prospects in this stage of the buyer's journey: LinkedIn Could you confirm your email address please so I can send through a calendar invite for a call? Sales Chat I can have one of our specialists give you a call at your convenience so you can get more detailed info and ask all the specific questions you may have, what day and time this/next week works best for you? Call Let’s circle back for next week to go over the solutions we have for your company challenges, how does (day of the week) at (time - specify time zone)? Email I would like to speak to you and ask a few questions about your company and the onboarding within - let me know what day and time this or next week would work out for you to jump on a 15 minute call with me.
09 Qualifying & Probing Questions
Section Nine Qualifying Questions The qualifying questions will determine whether or not prospects are a good fit for your product or service. For example, the qualifying questions for [Company] are: 01 Question 1 goes here 02 Question 2 goes here 03 04 Question 3 goes here Question 4 goes here
Section Nine Probing Questions Probing questions are designed to get more information from a prospect that will help you tailor your sales approach to them. Some examples of probing questions for [Company] could include: Make specific questions related to [Company]. Make specific questions related to [Company]. Make specific questions related to [Company]. Make specific questions related to [Company].
11 KPIs, Activities, & Technology
Section Eleven KPIs and Activities Define and quantify key activities in your sales process to help SDRs/BDRs reach their ultimate KPI: SQLs generated. KPI Bulk emails Calls Social or custom email Meetings booked Meetings run SQLs generated Daily Weekly Monthly Quarterly
Section Eleven Technology Define, list, and link where appropriate to the different tools in your tech stack and their purpose. Sourcing LinkedIn Another example Another example Email Automation Outreach sequence Another example Another example Email Automation Gmail snooze: Gmail has a great new snooze function for inbox management. Snooze all messages that need a follow-up so you can continue to nurture leads that have asked for more information or otherwise responded in a positive way. Another example: more explanation here
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A sales playbook outlines every step of the sales process to ensure sales efficiency and effectiveness. This example playbook gives you an inside look at what a real playbook for a Sales Development Rep (SDR) or Business Development Rep (BDR) should include. Every playbook is custom to fit business and industry needs, so we don't
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