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What is a Sales Development Representative (SDR)?



Sales Development Representative

There is no doubt that sales are the key metric of the company’s success. So, to increase the sales, businesses must generate leads. And you might be wondering 🤔 who generates the leads? 

That’s where Sales Development Representatives enter 😀. They’re like the energetic go-getters of a business. SDRs are the ones who reach out to potential customers, start conversations, and try to get them interested in what the company offers. It’s all about building relationships and being great at talking to people.

➡️ Let’s dive deeper and explore the exciting world of an SDR, unpacking their responsibilities, the skills they bring to the table, and the path to succeed as a sales development rep.


  • A Sales Development Representative is the person who identifies and qualifies the leads for sales teams.  
  • The main roles of the SDRs are lead generation, qualifying leads, developing sales strategies, and collaborating with the sales team. 
  • Sales Development Representative skills include technical (use of various tools) skills and workplace skills (such as communication).
  • Businesses need to hire SDRs because they improve sales efficiency, minimize the sales process, and increase the sales pipeline. 

What is a Sales Development Representative?

A sales development representative (SDR) is a salesperson who is deeply focused on generating and qualifying leads for the sales team. At first, SDRs identify a qualified lead and pass it on to the sales team for further nurturing, then close the sales. 

What is a Sales Development Representative

Sales Development Representatives (SDR) perform multiple tasks, such as lead research, nurturing leads, and maintaining accurate records of customer interactions in Customer Relationship Management (CRM) Systems.

Roles of a Sales Development Representative

Sales Development Representative (SDR) is an important factor in the sales process that identifies and qualifies leads. SDRs are responsible for conducting various prospecting techniques such as cold calling, emailing, and research. The role of a sales development representative (SDR) is based on the company’s work environment.  

Basically, the role of an SDR is classified as follows:

  • Lead generation:  SDRs research who might be interested in what their company offers. They research companies, industries, and market trends to pinpoint the best targets. Then, they create effective campaigns to grab these companies’ attention and create opportunities for the sales team to swoop in.
  • Qualifying leads: Once SDR gets a potential lead, SDRs don’t just pass them along to the sales team blindly. They take time to chat with these prospects, asking questions to figure out if they’re a good fit for the company’s products or services. This way, they can hand off high-quality leads to the sales team, saving everyone time and effort.
  • Communicating with other sales team members: SDRs also collaborate with other sales team members to keep everyone in the loop. They share all the details about the leads they’ve found and make sure everyone knows where things stand in the sales process.
  • Developing sales strategies: SDRs aren’t just waiting for leads to fall into their laps; they’re proactive. They brainstorm and implement strategies to attract customers, whether it’s through social media campaigns, cold calling, or other creative methods. 
  • Providing product knowledge: SDRs know the ins and outs of their company’s products or services and can answer any questions a potential customer might have. This knowledge builds trust and confidence in the customer, making them more likely to buy.

📙Read: How Can Marketing & Customer Service Work Together To Boost Sales

Sales Development Representative Job Description

If you want to hire an SDR and are looking for a job description, let’s see a great example to get you started. You should add your specifications and requirements on the basis of your business company.

Job descriptions

We are searching for a Sales Development Representative to join our organization. We hope you will work closely with the sales team to increase company revenue growth, customer acquisition levels, and productivity. If you are interested and have some experience in sales, we encourage you to apply.


Sales Development Representatives are the type of salesperson who is responsible for managing and selecting leads. 

The responsibilities of a Sales Development Representative are:

  • Identify the prospecting list of those who have shown some interest in your products and make a contact list.
  • Schedule cold-calling meetings for prospects.
  • Follow up and give valuable information to prospects enquiring about your products and company details. 
  • Deliver the notifications and useful messages to the customers using different online telephony systems. 
  • Research the competitor’s business profile, revenue range, and their customers. 
  • Keep a healthy relationship with existing customers
  • Provide insight into prospects based on their problems or pain points.


  • Proven work experience as a sales executive or customer service
  • Expert in Customer Relationship Management software
  • Strong problem-solving knowledge
  • In-depth knowledge of sales performance metrics
  • Good verbal and written communication skills
  • Ability to engage customers by presenting business products
  • Time management and leadership skills
  • Bachelor’s degree in marketing or related field

What does a sales development representative do?

The major goal of sales development reps is to identify qualified leads and increase business enterprises’ revenue growth. With the help of SDRs, sales team members can increase the sales conversion rate and minimize the sales cycle time. 

Firstly, SDR identifies potential prospects interested in the company’s products or services. Then, they collect the prospect’s information through trade shows, social media posts, and conferences. To differentiate qualified customers from prospects, SDRs start communicating with them by making introductory calls, sending emails, and connecting on social media. 

After that, SDRs add additional resources, schedule meetings, and address any questions the prospect may have.  

SDRs impress prospects by presenting brands with their positive features. They send initial emails with friendly greetings and always care about the prospect’s pain points, challenges, and interests. SDRs engage with customers in friendly ways and provide effective insight to help them form an impression about your products. Lastly, they qualify leads and implement strategies to attract customers to your brand. 

Sales Development Representative Skills

To get an effective outcome for your business, a Sales Development Representative will need a strong set of technical and workplace skills in sales teams. 

The SDR’s skills are briefly explained below : 

Technical Skills 

Sales Development Representatives (SDRs) require technical and sales skills to effectively promote the products or services. 

Some of the technical skills of SDRs are associated with this role are:

  • Sales automation tools: Most businesses now utilize sales automation tools to streamline tasks such as lead scoring, appointment scheduling, or sending automated follow-up emails. Therefore, it’s essential for SDRs to have basic knowledge of automation tools.
  • Knowledge of CRM tools:  Easily tracks customer data and reduces repetitive tasks, which helps meet sales targets. In addition, it allows them to fully utilize the functionalities of CRM tools.
  • Email marketing tools:  SDRs might leverage email marketing tools to send bulk email campaigns or manage email sequences.  Understanding these tools can help them personalize email outreach at scale and automate some aspects of the email nurturing process.
  • Data analysis and reporting:  Some SDR roles might involve analyzing data from CRM systems or sales automation tools to track lead generation metrics, identify trends, and measure the effectiveness of their outreach efforts.  So, SDRs should have basic data analysis skills that help them to understand their performance and optimize their approach.

Workplace SDR skills 

  • Communication skills: SDRs spend a significant amount of time interacting with potential customers, so clear, concise, and persuasive communication is essential. This applies to phone calls, email outreach, and even social media interactions.
  • Interpersonal skills: SDRs connect with people from all walks of life. The ability to build rapport, establish trust, and connect with potential customers on a personal level is key to moving leads through the sales funnel.
  • Organization and time management: SDRs typically manage a high volume of leads and tasks simultaneously. Excellent organizational skills and effective time management are crucial for prioritizing outreach efforts, meeting deadlines, and staying on top of lead communication.
  • Sales and prospecting skills: SDRs need to be adept at identifying high-potential leads. This involves understanding the target market, researching potential customers, and utilizing various prospecting techniques like social selling or cold calling.

📙 Also read: What Is Sales Reporting? With Benefits, Steps, and Tips

How to improve Sales Development Representative sales?

You have to understand the company’s products, existing customers, and competitors’ business profiles in depth to improve sales development representatives sales. Improvement of sales involves the enhancement of their skills and overall sales process. 

Here are several approaches to improve Sales Development Representative sales :

  • Training and development: The Sales Development  Representative needs skills training and continuous learning to improve sales. You have to focus on communication, negotiation, and product knowledge to increase the revenue growth of your company. In addition, you have to improve your confidence and technique also.
  • Lead generation and qualification: Clearly define and regularly update the prospect’s profile to ensure SDRs focus on the right prospects. You should use data and performance to identify high-potential leads.
  • Sales tools and technology: Using modern sales technology is always necessary in this modern era. You have to be proficient in modern sales tools like LinkedIn Sales Navigator, Zoom, CRM software, and Salesforce. So, this is an effective idea to improve your sales and company reputation. 
  • Collaboration and communication: As you qualify leads, you have to communicate clearly with other sales team members to create a collaborative environment. This communication helps to understand the latest campaigns and messaging of sales teams. Hence, as a SDR, you have to conduct regular team meetings and knowledge-sharing sessions.
  • Focus on customer feedback: You always have to focus on customer-oriented service. Always listens to customer feedback and tries to overcome their problems. Customer feedback will help you to identify the areas for improvement. 

Why and How to Hire SDRs?

Sales Development Representatives are the heart of the sales team. Hiring SDRs helps companies to generate more leads. 

So, here is why you should hire SDRs:

  • Improved sales efficiency: SDRs help to improve overall sales efficiency and productivity because they use their time and energy on high-value activities such as relationship building,  providing solutions, and closing deals.
  • Minimize sales process: SDRs are engaged with the prospect early in the buying process. They encourage and impress with their products and qualify them. They convert those prospects into paying customers and closing the sales process without taking too much time. 
  • Scalability: SDRs can adapt to the changes in target markets and launch new products or services. Through SDRs, the organization can scale its sales operations in a cost-effective manner.
  • Increase sales pipeline: SDRs always focus on prospects and identify qualified leads.  This helps to increase your sales pipeline in a smooth way and outreach your products in international markets. However, hiring skilled SDRs provides scalable lead generation and sales expansion.

Here is how you can hire SDRs

Hiring talented and skillful SDRs is also a challenging part for business organizations. You have to follow a quick and accurate pre-employment screening step to pick the best candidates for your business.

  • Open a vacancy: You have to announce a vacancy on overall online platforms through ads or posts such as LinkedIn, Facebook, Instagram, and many others.  When posting a job vacancy, you need to write details about the qualification requirements and responsibilities of the applicant. 
  • Selection of potential candidates: After posting a vacancy, you need to select the candidates’ applications for the further hiring process. During the selection, you need to see clearly the candidate’s resume and make a decision based on their potential. 
  • Take an Interview: The selected candidates need to be called for an interview. You have to check about their knowledge and experience according to their resume. Check the communication skills behavior and be sure about whether they’re able to listen and ask the right questions or not. 
  • Put a trial period: After testing technical, social, and behavioral skills, you should keep a trial period. That helps to check how they grab the rules of your business company and handle the work environment. 
  • Onboard properly: After passing the trial period, you have to provide onboarding courses to get detailed information about your company. After that, you can hire an employee as an SDR for your business company. 

How do you succeed as a Sales Development Rep?

The success of sales development representatives is the enhancement of their skills, processes, and tools. If you also want to improve your sales market as an SDR, Here are some steps explained below. 

1. Training and development 

Having a degree in a related marketing field like digital marketing and business is always a plus point but practical knowledge is most important for sales increment. 

You can attend training programs that will provide you with new sales techniques, product knowledge, objection handling, and communication skills. These opportunities keep your mind sharp and always updated on industry trends.

2. Gain sales experience

Experience in the sales fields like retail sales and receptionist helps for better customer engagement.  It helps to gain basic knowledge on how to interact with customers and present products. If you want to improve the sales of your company, always gain basic sales experience to get better results and grow your career path as an SDR.

3. Collaboration with marketing

Collaboration with team members is always an essential part of sales. A good network with customers helps to understand the target audience and buyer person’s pain points and challenges. You can expand your network through Linkedin, social media platforms, and other marketing tools. So, It is the best idea for the modern business world to increase sales and grow revenue. 

What are the tools used by the Sales Development Representative?

Sales Development Representatives used the various tools that helped to streamline their workflows, improve productivity, and ultimately drive better results in lead generation and qualification.

The overall process of sales prospecting is more time-consuming. To make the sales process fast, the SDRs also use some effective tools. 

Some of the necessary tools used by SDRs  are explained as follows: 

CRM software

CRM system is an integral part of businesses. These invaluable tools offer a centralized platform to manage interaction with customers and prospects. CRM software allows you to organize contact information, track communication history, and analyze customer data. 

This software enables companies to build stronger relationships, personalize interactions, and ultimately drive conversion and sales.

Sales automation tools 

SDRs use sales automation tools to optimize outreach efforts and maximize efficiency. This tool helps you to automate repetitive tasks such as follow-ups, email sequences, and scheduling. This eventually frees up sales representatives to focus on high-value activities like relationship-building and closing deals. 

Moreover, sales automation tools empower teams to identify effective messaging strategies and prioritize leads effectively. Besides that, it streamlines workflows and provides insights into prospect behavior. 

Email tracking software

Email tracking software is a crucial part of sales development. It allows SDRs to monitor the engagement levels of their email campaigns. By tracking metrics such as open rates, click-through rates, and response rates, SDRs can gauge the effectiveness of their outreach efforts and adjust their approach accordingly. 

Consistent communication is key in the sales process, and email tracking software enables SDRs to stay responsive and engaged with prospects throughout the sales cycle.

Virtual communication platforms

Virtual communication platforms have become indispensable tools for sales teams, especially in an increasingly remote and digital business landscape. These platforms facilitate real-time communication and collaboration, enabling SDRs to connect with prospects through video calls, online meetings, and instant messaging. 

By leveraging virtual communication platforms, sales teams can overcome geographical barriers, foster meaningful relationships, and deliver personalized sales experiences to prospects.

Sales management tools 

Sales management tools offer a comprehensive solution for SDRs to monitor and optimize the sales process from end to end. From tracking performance metrics and analyzing sales data to managing contracts, shipping, and payments, these tools offer a centralized hub for managing all aspects of the sales pipeline.

In addition, sales management tools often include features for monitoring customer satisfaction, delivering training modules, and fostering continuous improvement within the sales team.


Businesses that aim to succeed in the long run must hire a skilled sales development representative. SDRs help companies to generate more leads and build relationships with existing customers, leading to increased sales and revenue. 

The role of SDRs includes lead generation, qualifying leads, developing sales strategies, and much more. To successfully generate leads, SDR must focus on training and development, lead generation and qualification, and use sales tools and technology. 

Besides that, sales development representatives must possess communication skills, organization and time management skills, and sales & prospecting skills. 


Is SDR a good job?

Sales Development Representative (SDR) jobs are a perfect job for those who want to build a career as a salesperson. This job provides a strong foundation to grow your career path and offers a competitive salary. 

What does SDR mean in sales?

A Sales Development Representative is a person who is responsible for outreach, prospecting, and qualifying leads. This process begins with identifying a lead and then qualifying them as potential customers.

What is the hardest part of the Sales Development Representative job?

Outbound sales processing is the hardest part of the sales development representative job. During this role, they have to face several problems of the prospects, such as rejection and objections. At this point, SDRs need to be calm and answer them politely.

How much does an SDR make? 

SDR has an attractive salary. Basically, salary depends upon the company and their experience. The average salary range of SDRs in the US is $55,018 per year

How long does Sales Development Representative training take?

The Sales Development Representative training takes around 4-5 months to finish all the technical and workplace skills. But this training duration also depends on the candidate’s previous sales experience and the company’s goals and requirements. 

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Dinesh Silwal

Dinesh Silwal is the Co-Founder and Co-CEO of KrispCall. For the past few years, he has been advancing and innovating in the cloud telephony industry, using AI to enhance and improve telephony solutions, and driving KrispCall to the forefront of the field.

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