The Audible-Ready Sales Podcast
The Audible-Ready Sales Podcast

Episode 46 · 9 months ago

The Handoff: SDR to AE w/ Patrick McLoughlin

ABOUT THIS EPISODE

Turning over a potential deal from an SDR/BDR to an AE is a critical step in the sales process.

We often say there’s as much differentiation in what you sell as there is in how you sell. When you create a good customer experience for the buyer, before and throughout the handoff process, you can separate your organization early on from competition, including “do nothings”. Patrick McLoughlin joins us to share what SDRs and AEs can do to establish a handoff process that ensures your buyers feel heard and interested in continuing to move the deal forward.

Note: If you’ve been through CoM, hear ways you, as an SDR, can leverage your mantra to grab prospect interest or prepare great notes for your handoff to the AE.

Check out this and other episodes of The Audible-Ready Podcast at Apple Podcasts, Spotify, or our website.

Here are some additional resources on the handoff from SDR to AE:

Aligning Your SDR Team with the Broader Sales Organization

http://bit.ly/2GaN1Ky

Improve Your Active Listening Skills Podcast

http://apple.co/3ojaoTm

Getting your SDR process right

http://apple.co/2LplcAI

When an SDR opens the call with theprospect and N ae, it makes the customer feel like the prospect iswalking them through the buying cycle from your organization and you'repassing Batad at full speed, and it creates for a great customer experience, you're listening to the audible, ready,podcast. The show that helps you and your teams sell more faster willfeature sales leader sharing their best insights on how to create a salesengine that helps you feel repeatable revenue growth presented by the team,AF force management, a leader in PTB sales effect of this. Let's get startedhello and welcome to the audible, ready, podcast, I'm Rachel, Clapmiller,Pattick, mcofflin and joining me today. Hey Patty Mac, Hey Rachel Hor! Are YouI'm good? I hope you are doing well as well. Today. PATTIMAC is dreining mebecause we are going to talk about the handoff, those critical handoffs thathappen between and SDR BDR inside sales...

...roll and the direct rapits really wheredeals can gain steam or they can falter yeah. It's such a big. It's such animportant part of the customer life cycle. Rachel many organizations Tothay,have invest in BDR and SDR sales teams because they realize rtheir mostexpensive assets. The account executives t the professional salespeople they want them. Working on qualified leads versus working ondemand generation activities, so they start building a sales force with bdrsand SDRs, with the sole purpose of generating qualified pipeline andmaking sure that that they're getting return on their assets with their apopular relation and working on prequalified deals, and you can'tunderestimate the importance of that role. I think we tend to you know:That's where the greener raps are. They doN'tha t experience, but the role isreally important. So, let's get into a pattymack if those ha had oughs don'thappen. Well, if there isn't a great...

...process in place- and that starts with-as we always say, driving a common language among teams, but also yourbdrs need to have a clear goal that they're driving for in thoseconversations- oh absolutely so important that they they do some greatqualification and that they gather all the information and they do a greattransition to the A. I compare the BDR transition to an account exective verysimilar to like two really big Olympic events. You know, let's first go to thepool when you're running a relay race or swimming a relay race in a pool. Youcan't jump into the water until your teammate touches the wall. So I relatethat to a BDR has to take a pospect to a certain point. In the salesconversation where they've gathered enough information to quote unquote,qualify them to move on to the AE conversation and then, if they do thattoo early, they jump into the water too...

...soon tthey're not utilizing the AEStime in the most effective matter, and then the second issue that I see withmany organizations is they qualify the lead. But then they are not diligent inthe transfer of data and information to the account execute. So then the countexective gets on and they may even ask the same questions to Bdras, which isreally telling the customer that you know the account. execut really wasn'tlistening and wasn't passing the information along, and that creates anegative perception. So I relate that to like the h four by one hundred RelaRight. You know when the first person runs the first hundred yards when hepasses the Batan or she passes baton to their teammate. That teammate should berunning already. If they're standing still they're going to lose the race orworshit. If they've dropped the baton, then the customer relationship or thecustomerers experience is damaged. So I always relate to like making sure wepass the information along in a timely...

...matter, but also make sure we passalong all of the information. So when the account executive joins into theconversation with the customer that the customer feels, like the AE, respectstheir time and their investment from a prospects perspective. So I think it'sreally important that that the BDR focus on the right time, tha transferthe prospect to the account executive and then, when you do, that transferwe're transferring all the correct information yeah. If you I know, okay, I get solicited alot being in marketing and if I take the time to actually talk to a BDRinside sales rap or answer that email and I'm progressed. I want to make surelike Thas, valuable time. I actually responded to you, because I deleteninety five percent of that those emails. So, like respect my my time sowhen that handoff comes to the points that you made Patrick, if everyone has an understanding of theproblems you solve, if they're speaking,...

...that same language, that handoff ismuch easier, that tap on on the pool dack the handing of the Batan, itbecomes much easier yeah absolutely so it's reallyimportant- and I ask my my wit self sofal client, for one of our clients.Listening has been through command of the message and I've trained bdrs orthe SDRs. What I've said is is that you know why I want the SDRs to communicatethe business problem the customers trying to solve. I think it's reallyimportant that the SDR have a conversation early on with the prospect,as they are gathering information and data to find out like six months postinstal. What would good look like? How would you know you made the rightdecision and the right investment in time and money, and what would thatlook like so focus on the business problem? So I really think it's reallyimportant that the SDR transfer the information around the business problemthat's going to be solved as well as the technical problem, and then I alsosee the account executive and can build upon that so for SDRs that maybelistening we've been through COMMANDOF...

H message. You may start puttingtogether a shell of the mantra for this prospect or, more importantly, becauseas an SDR, my ability is to or my job is, to articulate, what's available andattainable the marketplace. I may use a proof point of a customer that wealready have to create interest in demand with that prospect, so it may bea proofpoint of a similar usecase, a similar title, or maybe even anindustry usecase. That would relate to the prospect who cultivating into apotential qualified lead yeah it's what you're transferring over theappropriate information. But the other thing is how you're transferring itover thorough information is really helpful for those direct raps for theenterprise side. What practices do those field sellers or the peoplegetting the lead? What what Best...

Practices do they appreciate? Oh, whenI was an account executive in an SDR would pass along information great notaking they passed along all of the thoughtsthat the prospect had communicated to them in conversations so a lot of times.When we think of an SDR conversation, we think it was just one call and theyqualify and they move on b. that's not really the case I ar SDRs that are outthere working really hard and they're communicating six seven eight timesjust to get the attention of a prospect and then once they start the dialoguethat conversation may move to multiple conversations. So a great SDR is goingto pass along all of their notes that they took in their crn they're, goingto give me they're going to give me all the feedback, all the different namesthat were mentioned in the conversation, because we know theyre, usually five toseven touchpoints from a customer perspective and I think really goodSDRs. Have we just did a podcast on act...

...of listening really good SDRs have theability to listen to feelings, to listen, to verbs, listen to adjectiveson how prospects express their personal viewpoint on the tools that they'reusing on the frustrations of their job, so that when the account executivemoves into the call, they can literally just keep the Batta moving right. Takethe Batan and keep running with it so, and I think, really good SDRs actuallycovertly influence customers, positive businessoutcomes or the desire for positive business outcomes. They actually teachprospects of positive business outcomes that other customers and achieved andand by doing that, they're really covertly influencing the requiredcapabilities so that, when the account executive jumps in especially ifthey're utilizing command of the message and framework they're justbuilding on that process. So I really...

...think that that great notaking andpassing along all the information and making sure that there's enough timebetween the SDR and the account executive to do the handoff thatcreates for a great customer experience which a great current Mor experiencewill move to a great qualified lead to pipeline to close deals and toplinerevenue, growth, yeah the whole Savang, and thank you for mentioning thatpodcast on active listening o will link that in the show notes. There's somegreat tips that you share in that podcast and also there's some some bestpractices around notetaking. That can really help. I it helped me M in thatpodcast wod be sure to check that link out in the show notes. So after thehandoff- and you talked about kind of that downstream effect. If we have agreat handoff when we do great qualifying in that inside sales role,the other piece is really important is the closing of the Luke. If that calldoesn't go well after the hand of what was the reason so a lot of times a lotof times, a SDR can do all all great work have great conversations gatherenough Gat and information and then...

...moves the lead or the prospect to adiscovery, call with an account executive and because the countexecutive is a more season, sales, professional to their discovery,questions and second and third level discovery questions. A prospect couldbe qualified out at that point in time and if that's the case, it could bejust because the customers too early or but to early in their maturity level, to buy something at this point in timeor to invest the time and energy into a buying cycle, so that that prospectshould probably be move back into the SDR world so that it can continue to becultivated because it may become a prospect down the road. The secondthing that I think is really important is to make sure that the customerattends the AE meeting. Is the SDR should jump on the call and should sendthe calendar, invite and should follow up with the customer, and then I thinkGreat Aes? What they do is they open...

...the Callup and they summarize what'soccurred up until that point, so the account executive Tha'. It's almostlike passing the Beton when an SDR opens the call with he prospect and Nae. It makes the customer feel like the prospect is walking them through thebuying cycle from your organization and you're passing the Batan at full speedand it creates for a great customer experience and then it also if theprospect turns out not to be a valid prospect. It's also a learning eventwhere the AE and the SDR can have better communication and cancollectively decide what they should be looking for before they move theprospect on to an CCOUNT executive appointment. So I really think it'sreally important that the SDR be there to do the hand off with theaccount executive and then get feedback from the account executive, but theprospect is moving into qualified piline or back to the SDR prerferre Thocultivation before they would move back...

...to a a qualified, leade again yeah. Wecan' underestimate all these moving pieces and how important it is to havea system in place that optimiz that, where theyre optimize a disciplineraround them you're not just tossing over a lead. It's a really criticalhandou to set the entire sale cycle up for success. So we're talking about thehand off Patymat, give us that bottom line the mantra. The ability toarticulate the MADRA focus on the business outcomes, to create the senseof urgency that organizations will take will invest what they have, whatlimited resources they have around time and money and to communicate whatrequired get billities, they're looking for and then tire to how wespecifically do it really well, so the account exective can continue to buildon that. I always think of an SDR AE very similar to how my daughter putsthe together laygoes one brick at a time. So if the SDR is establishing thefirst bricks in the lego puzzle when it...

...moves to the SDR or when the Fr moves,it excuse me to the account executive by relaying the Montru and focusing onwhat they heard from a positive business outcomes perspective and whatagreements were made on required. CAABILITIES theae now has a greatplaying field to run, run the game so focus on the mantra and keeping focusedon business outcomes yeah. So for those of you who haven't had commin on themessage and may not know what the Mante is pattimack just sort of explained it,it's really just talking about t the problems that you're solving theoutcomes that you want to drive and the requirements to get there and makingsure Thatt's clearly articulated to the customer. Even in those early calls, itcan be really really important. Thank you so much for having thisconversation with me today. Yes, Short thing Rachel enjoyed it all right.Thank you to all of you for listening to the audible, Reddy podcast at forcemanagement. We're focused on...

...transforming sales organizations intoelite teams, are proven methodologies, deliver programs that build companyalignment and fuel repeatable. Ravenue growth, give your teams the ability toexecute the gross strategy at the point of sale. Our strength is our experience.The proof is in our results. Let's get started visit US t force Managementcom,you've been listening to the audible, ready podcast to not miss an episodesubscribe to the show in your favorite podcast player. Until next time.

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