Back to all posts

What is a sales development representative? [+job template]

Struggling to close deals? Discover what a SDR is and how they can help you boost your sales.

Rose McMillan · April 19, 2024
What is a sales development representative? [+job template]

Go to section

Go to section

Every organization wants to drive more sales – but how do you manage this without spreading your team too thin?

Hiring a sales development representative may be the answer. Sales development representatives can turn leads into deals – if you know how to hire and train them well.

Read on to find out if – and why – your business needs a sales development rep.

Who is a sales development representative?

A Sales Development Representative (SDR) is a salesperson focused on reaching out to potential customers, qualifying leads, and moving them through the initial stages of the sales funnel.

Their goal? To boost sales and grow revenue. Not only for the company but also for themselves, since they often work on a commission basis.

Key responsibilities of sales development representatives

Sales development reps juggle a variety of tasks, typically switching between lead generation and nurturing customer relationships. At their core, these roles are about fueling the sales engine.

Let's explore how this is done.

1. - Identifying and qualifying new leads for the sales pipeline

Sales development representatives (SDRs) kickstart the sales process – either for themselves or the rest of the sales team. Their journey begins with identifying potential customers.

SDRs use outbound prospecting techniques like:

Cold calls

Despite the digital revolution, 17% of B2B marketers name cold calling as their top pick for acquiring new customers. Why? Because nothing beats the immediacy of phone calls to get straight to the point.

Sales reps use them to cut through the noise, making that first impression and quickly identifying if there’s interest. It's direct, it's personal, and – love it or hate it – it's still crucial in turning leads and prospects into paying customers.


Emails let sales reps target prospects with precision. When the right email pitch meets the right recipient it can drive a prospect in the right direction.

It's a blend of relevance and insight, serving both to educate and intrigue. Essential? Absolutely. It's how SDRs open doors and keep the conversation going.

Social media outreach

Sales teams use social media not just to reach out but to really connect. Platforms like LinkedIn offer insight into a prospect's world, and can quickly show what matters to them professionally. Sales managers should learn to generate conversations that feel natural, not forced.

Qualifying leads means assessing interest and fit.

Sales representatives ask questions, master active listening, and gauge a prospect's challenges and needs.

2. - Nurturing relationships with potential customers

Understanding a prospect's industry and pain points allows SDRs to tailor their approach.

It’s essential when it comes to sealing the deal.

Good nurturing is what separates the best SDRs from the rest. They don't just meet prospects – but get them. Every sales call becomes a step closer, every email a chance to show they understand their concerns.

They remember details, recall previous conversations, and always, always personalize their approach.

This builds trust.

Trust turns a potential customer into a warm lead, and warm leads are gold. Sales professionals are the ones who listen, who consider and who ultimately say "yes" to a meeting, to a demo, to the deal.

Without nurturing, SDRs hit walls. With it, they keep opening doors so that they can continue closing deals.

3. - Managing and updating customer information in CRM tools

Every detail in the CRM shapes a sales rep's next move. Get it wrong, and even the sharpest SDR stumbles. It's simple, accurate data equals accurate conversations. Missed updates? Missed opportunities.

SDRs need CRM systems in continuous sales prospecting. They log calls, track emails, and monitor sales activities. If you think of it as just a simple data entry activity – you couldn't be more wrong. Every bit of information helps qualify leads , tailor pitches and close deals faster.

Sales managers lean on this data. It tells them where the opportunities are and where the landmines lie. Without it, strategies fall flat. Top line revenue growth? It starts with what SDRs feed into the CRM.

For example, with a Sales Pipeline within Capsule CRM, sales reps can FINALLY see everything clearly.

They spot where each deal stands at a glance. No guesswork, just facts about potential values and next steps.

4. - Collaborating with sales teams to refine the sales process

Every call and qualified lead that a sales rep manages, feeds into the bigger picture. It's teamwork in action. The data they gather and the connections they fuel the entire sales department.

Think about how it can work:

  • During team meetings: For example, let's say that a sales rep shares a new strategy that boosts prospect engagement. It quickly spreads across the team. Suddenly, everyone's in on it, tweaking their methods. The result? A ripple effect that boosts close rates across the entire team.
  • During reporting: When a sales manager reviews sales reports and spots effective tactics. Sales executives report a trend – a specific approach is hitting the mark, while another's isn’t working. Time for a Slack huddle with the team. The plan is to double down on what works. More bang for their buck in outbound sales efforts, and the needle on customer acquisition levels starts to jump.
  • In cross-department collaboration: Sales and marketing teams should collaborate closely. Together, they tweak, they test, they refine. Sales team members provide insights from their experiences. Then, marketing adjusts its campaigns accordingly. The outcome is to share sharper messages that hit home, resonating with prospects on a deeper level.

5. - Scheduling meetings for sales executives

Sales meetings are crucial for getting the lost out of your leads.

Smart SDRs target key times when prospects are most receptive. Frequent touchpoints ensure momentum but never overwhelm.

Each meeting is an opportunity to educate on the company's product and solve prospect's challenges. Sales reps prepare executives with detailed customer research and buyer personas, but also. prospect's body language and communication preferences. Business development representatives can also take the scheduled meetings themselves if they need to close sales.

6. - Tracking sales performance and goals

Sales account executives lean heavily on data to track their progress and align with the company's key performance indicators, known as KPIs.

They track, record and monitor everything from the number of sales opportunities generated to the effectiveness of how they build relationships.

Here’s how SDR sales can be measured:

  • directly (what they generated themselves)
  • indirectly (what they generated for other departments)
  • in hybrid (what they generated themselves + commission sales from other outreach efforts)

7. - Educating prospects on products or services

The job description of a sales development representative (SDR) extends beyond just making a sale. True sales leaders recognize the power of education in their role. They know that if they nurture prospects regularly, they can deepen the relationship and open doors for upsell and cross-sell opportunities.

Understanding prospect's challenges allows SDRs to tailor information, making it relevant and valuable. Inbound leads? Those who have just shown interest? Past customers? Detractors?

Every interaction is a chance to educate. Building rapport through education is part of the SDR's learning process.

It's a soft skill that turns an entry-level position into a path for becoming a sales team leader.

4 skills every sales development rep needs

Every sales development representative needs a strong set of skills to thrive – but without these four listed below, they may struggle dealing with sales opportunities.

Time management skills

Time is money in sales. SDRs who excel in time management prioritize tasks efficiently so that business opportunities don't get missed. They balance prospecting, follow-ups, and research, working on their impact on the sales process. This discipline is essential for generating qualified leads, meeting targets and facilitating sales development.

Organization skills

Organization is key to managing the sales process. Sales development representatives have to keep their pipeline clean and their data precise. They track interactions and outcomes for both themselves and other sales team members, report to their sales manager, and organize steps of the sales process if asked for it.

Communication skills

Clear, concise communication is what makes great sales representatives. SDRs use their words to spark interest, convey value, and build trust. They need to master email communication skills, cold calls, and skills for negotiating non-standards sales prospecting. These skills can help them close deals and move prospects through the sales funnel.

Active listening

SDRs who listen actively and understand prospects' needs and challenges have the highest chance to turn even small talks into sales opportunities. Active listeners can make each pitch resonate more, as they refer to a current pain point or a particular situation.

Free sales development representative job description template

Looking for a new sales development representative for your team? Copy our sales development representative job description, edit it as you need, and use it for your recruitment purposes.

Position overview:

As a Sales Development Representative at [Company Name], you will play a pivotal role in driving our company's growth by generating new business opportunities.

You will be the first point of contact for our potential customers, responsible for engaging leads, qualifying them, and setting the stage for successful sales conversations.

The offered sales development representative role demands a high level of dedication, communication skills, and the ability to navigate the sales process in a challenging business sector.

Key responsibilities:

  • Conduct outbound prospecting through cold calls, emails, and social media to generate new sales opportunities.
  • Qualify leads based on their needs, budget, and purchase ability to ensure they meet the criteria for potential customers.
  • Schedule meetings between qualified leads and our sales account executive to discuss their needs and how our solutions can meet them.
  • Maintain and update customer information within our CRM system to ensure accurate tracking of sales activities and lead nurturing.
  • Collaborate with sales executives to refine outreach strategies and messaging based on market feedback and performance data.
  • Participate in regular training sessions to improve sales techniques and market set knowledge.
  • Achieve and exceed monthly quotas of scheduled meetings and qualified opportunities.

Required skills & qualifications:

  • Proven track record of success as a sales development representative (SDR), with experience in outbound prospecting.
  • Strong communication skills, both verbal and written, with the ability to engage and persuade.
  • Excellent time management and organization skills, with the capacity to prioritize tasks effectively.
  • Active listening skills to understand prospects' needs and challenges accurately.
  • Familiarity with CRM systems and sales prospecting tools.
  • Bachelor's degree in Business, Marketing, or a related field is preferred.

Why [Company Name]?

At [Company Name], you will join a dynamic team committed to transforming the sales landscape. We offer a competitive salary, commission structure, and opportunities for professional growth within our rapidly expanding company. Join us and contribute to shaping the future of our sales success.

Key takeaways

  • A Sales Development Representative (SDR) nurtures relationships with potential customers.
  • Understanding a prospect's industry and pain points can be beneficial at each level of sales development representative job.
  • Sales prospecting involves continuous tracking of calls, emails, and sales activities.
  • Personalization and attention to detail distinguish the best sales development representative.
  • Trust turns potential customers into warm leads for sales executives.
  • The job description for an SDR should highlight CRM proficiency importance.
  • CRM data guides SDR sales strategies to identify opportunities and avoid risks.


The role of a sales development representative job is often a make-or-break position for many companies. It's their efforts that fill the pipeline with qualified leads, setting the stage for the sales team's success.

Securing the right talent for a sales development representative job is a must-have for any organization looking to improve its sales force and impact.

But even the most talented salespeople need the right tools. Capsule helps teams manage their sales pipeline and make the most of the sales efforts. Try Capsule free for 14 days and discover how it can help you boost your sales efforts. Good luck!

What to read next