In this episode of the Sales Empowerment podcast, Mike and Shawn continue their conversation with Andrew Kappel, SDR & GoToMarket Strategy Consultant for Skaled Consulting. 

Andrew offers several golden tips on leading your SDRs into success and achieving better outcomes. Instead of obsessing over the messaging, Andrew focuses on the sales list first to ensure that the ones you’re reaching out to are more likely to be interested in the first place. Andrew also specifies the most important metrics that you need to be looking into, to ensure that you’re optimizing your time and effort. 

HIGHLIGHTS

• Most people will not like cold-calling, but you should 
• Imitate what is working, then innovate 
• The 4 key metrics that every executive needs to lead SDRs
• The messaging doesn't need to be perfect 
• Time is still the most important asset
• The best SDRs and BDRs don't book the most meetings 

QUOTES

Andrew's strategy for improving the performance of the whole team: "My management and leadership philosophy is to actually spend time with the highest performers, with the folks that are most curious, most resourceful, most creative, and make sure that we're removing obstacles, that we're trying out new stuff and we're making the best even better. And then we're documenting that and then we're helping to reuse those best practices to train and enable the broader team." 

Andrew on why you need to start with your sales list before messaging: The "To" is more important than the body of your email. And so that's why we start with the list of who you're targeting. Because it's about targeting the right persona, the trigger event, a new executive in the role, etc., with a relevant message and then teaching and enabling the SDR to become effective with the right value props and really just showing that curiosity." 

Why the best SDRs and BDRs don't necessarily have the most meetings booked: "Maybe a contrarian or atypical view that I've seen from experience is that the best BDRs and SDRs don't always have the highest output of their number of meetings on the books. Because they're focused on the bigger picture of advancing, of learning, developing, staying curious and then looking to do something else."

Connect with Andrew and his work via the links below: 

• LinkedIn: https://www.linkedin.com/in/andrewkappel/

Connect with Mike and Shawn and learn more about OpTonal by visiting the following links:

• LinkedIn (Mike): https://www.linkedin.com/in/zmmiranda/
• LinkedIn (Shawn): https://www.linkedin.com/in/shawnwinters1/
• Website: https://www.optonal.com/