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

Episode 46 · 1 year 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

... feel like the prospect is walking them through the buying cycle from your organization and you're passing the baton 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 team's sell more faster. will feature sales leader sharing their best insights on how to create a sales engine that helps you fuel repeatable revenue growth, presented by the team at force management, a leader in BTB sales effectiveness. Let's get started. Hello and welcome to the audible ready podcast. I'm Rachel Club Miller, Patrick McLoughlin and joining me today. Hey, Patty Mac. Hey Rachel, how are you? I'm good. I hope you are doing well as well. Today Patty Mac is joining me because we are going to talk about the handoff, those critical handoffs that happen between and str bedr inside sales...

...role and the direct wrap. It's really where deals can gain steam or they can falter. Yeah, it's such a big it's such an important part of the customer life cycle. Rachel, many organizations today of investing in Bedr and SDR sales teams because they realize their most expensive assets, the account executive, the professional sales people. They want them working on qualified leads versus working on demand generation and activities. So they start building a sales force with bedrs and SDRs with the sole purpose of generating qualified pipeline and making sure that that they're getting returned on their assets with their a population and working on pre qualified deals. And you can't underestimate the importance of that role. I think we tend to. You know, that's where the greener reps are. They're on the experience, but the role is really important. So let's get into a patting back. If those handoffs don't happen 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 your bedrs need to have a clear goal that they're driving for in those conversations. Absolutely so important that they they do some great qualification and that they gather all the information and they do a great transition to the AE. I compare the BEDR transition to an account exact a very similar to like to really big Olympic events. You know, let's first go to the pool. When you're running a relay race or swimming a relay race in a pool, you can't jump into the water until your teammate touches the wall. So I relate that to a BEDR has to take a prospect to a certain point in the sales conversation where they've gathered enough information to, quote unquote, qualify them to move on to the AE conversation. And then if they do that too early, they jump into the water too soon,...

...they're they're not utilizing the AE's time in the most effective matter. And then the second issue that I see with many organizations is they qualify the lead but then they are not diligent in the transfer of data and information to the account executive. So then the account executive gets on and they may even ask the same questions the BEDR asked, which is really telling the customer that, you know, the account executive really wasn't listening and wasn't passing the information along, and that creates a negative perception. So I relate that to like the for by one hundred relay right, you know when the first person runs the first hundred yards, when he passes the baton or she passes the baton to their teammate. That teammates should be running already. If they're standing still, they're going to lose the race or worship. If they've dropped the baton, then the customer relationship or the customers experience is damaged. So I always relate to like making sure we pass the information along and a timely matter, but also...

...make sure we pass along all of the information so when the account executive joins into the conversation with the customer, that the customer feels like the AE respects their time and their investment from a prospects perspective. So I think that's really important that that the bed are focus on the right time the transfer the process back to the account executive and then when you do that transfer, we're transferring all the correct information. Yeah, I if you I know a goad. I get solicited a lot being in marketing and if I take the time to actually talk to a bedr inside sales rapper answer that email and I'm progressed, I want to make sure like that's valuable time. I actually responded to you, because I delete ninety five percent of that those emails. So like respect by my time. So when that handoff comes to the points that you made, Patrick, if everyone has an understanding of the problems you saw, if...

...they're speaking that same language, that handoff is much easier, that tap on the on the pull deck, the handing of the baton, it becomes much easier. Yeah, absolutely. So it's really important and I ask my my when so social client for one of our clients. Listening has been through command of the message and I've trained DRS or the SDRDS. What I've said is is that, you know, I want the SDRs to communicate the business problem the customers trying to solve. I think it's really important that the SDR have a conversation early on with the prospect as they are gathering information and data to find out, like six months post install what would good look like? How would you know you made the right decision and the right investment in time and money and what would that look like? So focus on the business problem. So I really think it's really important that the SDR Tru Frans for the information around the business problem that's going to be solved, as well as the technical problem. And then I also see the account executive that can build upon that. So for SDRs that maybe listening who've been through command of the message,...

...you may start putting together a shell of the mantra for this prospect. Or, more importantly, because as an SDR my ability is to or my job is to articulate what's available and attainable in the market place, I may use a proof point of a customer that we already have to create interest in demand with that prospect. So it may be a proof point of a similar use case, a similar title or maybe even an industry use case that would relate to the prospect too. I'm cultivating into a potential qualified lead. Yeah, it's what you're transferring over, the appropriate information, but the other thing is how you're transferring it over. Thorough information is really helpful for those direct reps, for the enterprise side. What practices do those field sellers or the people getting the lead what what best practices do they appreciate? Oh, if,...

...when I was an account executive in in SDR would pass along information great note taking. They passed along all of the thoughts that 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 they qualify and they move on. That's not really the case. I are SDRs that are out there are working really hard and they're communicating six, seven, eight times just to get the attention of a prospect and then once they start the dialog, that conversation may move to multiple conversations. So a great SDR is going to pass along all of their notes that they took in their crm. They're going to give me all they're going to give me all of the feedback, all the different names that were mentioned in the conversation, because we know they're usually five to seven touch points from a customer perspective. And I think really good SDRs...

...have we just did a podcast on active listening. Really good SDRs have the ability to listen to feelings, to listen to verbs, listen to adjectives on how prospects express their personal viewpoint, on the tools that they're using, on the frustrations of their job, so that when the account executive moves into the call, they can literally just keep the baton moving right, take the baton and keep running with it. So and I think really good SDRs actually covertly influence customers positive business outcomes or the desire for positive business outcomes. They actually teach prospects of positive business outcomes that other customers have achieved and and by doing that they're really covertly influencing the required capabilities so that when the account executive jumps in, especially if they're utilizing command of the message and framework, they're just building on that process. So I really think that that great note taking and...

...passing along all the information and making sure that there's enough time between the SDR and the account executive to do that handoff. That creates for great customer experience, which a great current or experience will move to a great qualified lead to pipeline to close deals and topline revenue growth. Yeah, the whole Sho Bank and thank you for mentioning that podcast on active listening. I will link that in the show notes. There's some great tips that you share in that podcast and also there's some some best practices around note taking that can really help. It's helped me in that podcast to be sure to check that link out in the show notes. So after the handoff, and you talked about kind of that downstream effect, if we have a great handoff when we do great qualifying in that inside sales roll. The other piece that's really important is the closing of the loop. If that call doesn't go well after the hand off, what was the reason? So a lot of times, a lot of times in a str can do all all great work, have great conversations, gather...

...enough gator and information and then move the lead or the prospect to a discovery call with an account executive and because account executive is a more season sales profession, you know, through their discovery questions and second and third level discovery questions, a prospect could be qualified out at that point in time. And if that's the case, it could be just because the customers too early or too early in their maturity level to to to buy something at this point in time or to invest the time and energy into a buying cycle, so that that prospect should probably be move back into the SDR world so that it can continue to be cultivated because it may become a prospect down the road. The second thing that I think is really important is to make sure that the customer attends the AE meeting. Is the SDR should jump on the call and should send the calendar, invite and should follow up with the customer and then, I think grade as what they do is they open the call up and they summarize...

...what's occurred up until that point. So the account executive that's it's almost like passing the baton when an SDR opens the call with a prospect and an AE and makes the customer feel like the prospect is walking them through the buying cycle from your organization and you're passing the baton at full speed and it creates for a great customer experience. And then it also if the prospect turns out not to be a valid prospect, it's also a learning event where the AE and the SDR can have better communication and can collectively decide what they should be looking for before they move the prospect onto an account an executive appointment. So I really think it's really important that the SDR be there to do the handoff with the account executive and then get feedback from the account executive that the prospect is moving into qualified pipeline or back to the SDR for Ferre the cultivation before they would be moved back to a qualified lead again. Yeah, we can underestimate...

...all these moving pieces and how important is to have a system in place that optimize that, where they're optimized, a discipline around them. You're not just tossing over a lead. It's a really critical hand up to set the entire sales cycle up for success. So we're talking about the handoff. Paddy Matt Give us that bottom line, the mantra, the ability to articulate the mantra, focus on the business outcomes, to create the sense of urgency that organizations will take will invest what they have, what limited resources they have around time and money, and to communicate what required capabilities they're looking for and then tie it to how we specifically do it really well so the account executive can continue to build on that. I always think of an str ae very similar to how my daughter puts the gather legos, one brick at a time. So if the SDR is establishing the first bricks in the lego puzzle when it moves...

...to the SDR or when the ftr moves it, excuse me, to the account executive by relaying the mantra and focusing on what they heard from a positive business outcomes perspective and what agreements were made on required capabilities. The AE now has a great playing field to run. Run the game. So focus on the mantra and keep it focused on business outcomes. Yeah, it's so. For those of you who haven't had command of the message and may not know what the mantra is, powdy Mac just sort of explained it. It's really just talking about the the problems that you're solving, the outcomes that you want to drive and the requirements to get there, and making sure that's clearly articulated to the customer, even in those early calls. It can be really, really important. Thank you so much for having this conversation with me today. Yes, Short thing. Rachel enjoyed it all right. Thank you to all of you for listening to the audible ready podcast. At force management we're focused...

...on transforming sales organizations into elite teams. Are Proven methodologies deliver programs that build company alignment and fuel repeatable revenue growth. Give your teams the ability to execute the growth strategy at the point of sale. Our strength is our experience. The proof is in our results. Let's get started. Visit US at force MANAGEMENTCOM. You've been listening to the audible ready podcast. To not miss an episode, subscribe to the show in your favorite podcast player. Until next time,.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (193)