𝗛𝗮𝗿𝘀𝗵 𝗧𝗿𝘂𝘁𝗵: 𝗦𝗗𝗥𝘀 𝗔𝗿𝗲 𝗕𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝗢𝗯𝘀𝗼𝗹𝗲𝘁𝗲

In 2024, the traditional role of Sales Development Representatives (SDRs) is beginning to fade. Their job, by definition, is rooted in performing repetitive, often mundane tasks:

• Building extensive “lead” lists

• Scouring the internet for emails and phone numbers

• Making hundreds of cold calls each day

• Sending mass emails that get lost in the abyss of inbox clutter

• Booking a set number of meetings per month to meet performance targets

These activities have been a staple in sales for years, but they are showing cracks. Sales managers push SDRs to hit metrics like a specific number of calls or meetings, and that has become their sole focus. They’re not trying to build relationships or provide value to potential customers — they’re just trying to tick boxes.

𝗪𝗲 𝗖𝗮𝗻’𝘁 𝗕𝗹𝗮𝗺𝗲 𝗧𝗵𝗲𝗺 — 𝗜𝘁’𝘀 𝗮 𝗕𝗿𝗼𝗸𝗲𝗻 𝗦𝘆𝘀𝘁𝗲𝗺

We can’t pin this entirely on the SDRs. After all, their performance is measured based on the quantity of calls, emails, and meetings booked, not the quality of their interactions. So, why wouldn’t they stick to the script and churn through as many cold leads as possible?

The problem is deeper — it’s with the system itself. And unfortunately, that system is failing.

Prospects have become increasingly irritated by constant cold outreach. We live in an era where inboxes are flooded, phone calls go unanswered, and decision-makers are swamped with generic sales pitches that rarely add any value. On the other side, SDRs are burning out after facing wave after wave of rejections, often for reasons beyond their control.

The current SDR approach, while effective in the past, is rapidly becoming outdated.

𝟮𝟬𝟮𝟰: 𝗧𝗵𝗲 𝗔𝗴𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗦𝗮𝗹𝗲𝘀 𝗥𝗼𝗯𝗼𝘁?

So, why continue this dying process? At this rate, a robot could very well replace the modern SDR. Automation tools can already scrape websites for contact details, send mass emails, and even dial calls. With artificial intelligence advancing at breakneck speed, the only thing stopping companies from full automation is the need for a human touch.

But here’s the thing: The human touch isn’t found in cold calls or lifeless emails. The future of sales won’t be about volume but about connection and value. SDRs need to evolve or risk becoming irrelevant.

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𝗧𝗵𝗲 𝗡𝗲𝘄 𝗥𝗼𝗹𝗲 𝗼𝗳 𝗮𝗻 𝗦𝗗𝗥: 𝗔𝗱𝗱𝗶𝗻𝗴 𝗩𝗮𝗹𝘂𝗲 𝗮𝗻𝗱 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀

The SDR of tomorrow needs to step away from monotonous tasks and focus on higher-level activities that can’t be easily replaced by robots. Here’s what SDRs should be doing in 2024:

𝟭. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗩𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗮𝗻𝗱 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁

Instead of sending cold emails, SDRs should be crafting content that addresses real pain points. Think blogs, LinkedIn posts, videos, and infographics that genuinely help prospects solve problems — without asking for anything in return.

𝟮. 𝗘𝗻𝗴𝗮𝗴𝗲 𝘄𝗶𝘁𝗵 𝗧𝗵𝗲𝗶𝗿 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆

Rather than cold outreach, SDRs should be fostering warm relationships by engaging with their audience on social media platforms. Commenting on posts, sharing valuable insights, and sparking conversations that build trust will go much further than another cold call.

𝟯. 𝗢𝗽𝗲𝗻 𝗖𝗵𝗮𝘁𝘀 𝗶𝗻 𝗗𝗠𝘀 𝗮𝗻𝗱 𝗕𝘂𝗶𝗹𝗱 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀

Instead of starting with a sales pitch, SDRs should open friendly, value-driven conversations in direct messages. Focus on understanding the prospect’s needs first. Building these relationships will lead to warmer, more meaningful opportunities down the line.

𝗧𝗵𝗶𝘀 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝗥𝗲𝗾𝘂𝗶𝗿𝗲𝘀 𝗧𝗶𝗺𝗲 — 𝗕𝘂𝘁 𝗜𝘁’𝘀 𝘁𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲

This shift toward relationship-driven sales will take time and effort, and it’s not something that can be measured purely by the number of calls or meetings. But those companies that embrace this change will be far better positioned in the future. The traditional role of SDRs is fading, but their future role — as community builders, value creators, and trusted advisors — is full of potential.

Otherwise, we will soon be facing a reality where a robot can perform all the tasks we currently assign to SDRs. And, as we all know, robots don’t get tired or rejected.

𝗣.𝗦. I’m Sagnik, and I’m passionate about the future of sales. I believe in going from cold outreach to warm relationships. Follow me for more insights on how sales roles are evolving.

𝗣.𝗣.𝗦. What do you think about AI SDRs? Will they replace humans, or do you think there’s still a need for that human touch? Let’s discuss!