Sales Leaders Are Not Leading Well

The poor communication from sales development representatives (SDRs) is revealing a lack in sales leadership. It seems even the basics are missing. SDRs can’t write well. They don’t know how to communicate their value propositions. And they ping you relentlessly.

No wonder people don’t feel good about selling!

This is not selling. This is hounding.

Too harsh?

No.

Here’s another email example (a two-part cadence) of what’s happening out there. If you’re doing anything like this, or are leading salespeople, this really needs to stop.

Here’s the first email:

Hey Ted, probably going to break the 4th wall a little bit here but…  I’ve seen G2 popping up on our “G2 Page Visit” slack channel quite a bit this week and wanted to reach out to see if there was a project surrounding digital docs/e-sign?   Curious if this is worth exploring?

Here’s the second email:

any thoughts on this, Ted?

Here’s my response…

Hi Friend, it looks like you’re an SDR so I’m willing to help you out.

Here are some tips:

1. Work on your greeting – “hey” is a bit informal. Keep it simple…try “Hi Ted”
2. Work on your grammar – complete sentences will be more clear
3. Work on clarity – I have know idea what problem you solve for me so I have no interest in continuing the conversation. You’re confusing me – “4th wall,” “G2” – what are these things and how do they relate to me? Why should I care about your Slack channel?
4. Work on your follow up – your follow up email suggests that I should somehow have interpreted the first email in a certain way. Again, I don’t know what you’re talking about.

Also, keep these three things in mind:

1. Target – make sure you’re targeting the right person. I am not. I could introduce you, but I won’t because I will not introduce a hack to one of my colleagues. Young, new, or early career is fine, but don’t be a hack.
2. Activities – execute clear value activities (emails, calls, LI requests) that drive value to your prospects.
3. Message – be crystal clear on the problem you help me solve, why it matters to me, and what I could do about it if I took a step forward with you.

Finally, this is not your fault…you likely have poor leadership and are tasked with hitting certain numbers, forcing you to spray and pray. Be smart – you can be amazing and crush your numbers if you execute a plan – you may have to build your own.

Here are some resources:

Here’s a post on how to clarify your message

Here’s another one

Here’s one more

Hope this helps.

* * *

Now, if you’re thinking, “Hey, he got a response.” He didn’t. He got a reaction. I will help him, but I will not do business with this individual.

The above is not an exaggeration, or just one bad email. I get messages like this consistently. Sales leaders need to provide clear guidelines to these SDRs. They need clear scripts, cadences, best practices, and an understanding of treating people with dignity and respect.

The world is in the middle of a massive disruption. Business need help. If your sales people can’t communicate well, that’s on you.