Sales Development Respresentatives: Roles, Responsibilities and 10 Must-Have SDR Skills

A Sales Development Representative (SDR) sits at the gateway between potential leads and a company’s revenue engine. However, the role is far from simple. SDRs must master a blend of technical skills, emotional intelligence, and strategic acumen to thrive in a competitive, ever-changing marketplace.

In this guide, we’ll cover everything you need to know about Sales Development Representatives (SDRs)—from their roles and responsibilities to their critical impact on your sales cycle. Drawing from over 15 years of experience hiring, training, and managing SDRs, we’ll also highlight the top 10 must-have skills every SDR needs, offering actionable insights and real-world examples to help both aspiring and seasoned professionals thrive in this pivotal role.

---

What is a Sales Development Representative?

A Sales Development Representative (SDR) is a key player in the sales process, responsible for identifying and qualifying leads to ensure a seamless handoff to Account Executives (AEs). They serve as the bridge between marketing and sales, building the foundation for successful revenue generation. At Martal, SDRs are trained to not only connect with potential customers but also strategically nurture relationships, helping to create a steady and efficient sales pipeline. Their role is essential in ensuring businesses engage with well-vetted prospects primed for deeper sales discussions.

Job Description: What Does an SDR Do?

An SDRs primary goal is to build relationships with prospects, identify their needs, and determine if they are a good fit for the product or service. As the first point of contact for many leads, SDRs play a crucial role in setting the tone for the sales team’s engagement.

Roles and Responsibilities of an SDR

An SDR’s daily tasks can vary depending on the company’s sales structure, but core responsibilities include:

• Lead Generation: Research potential clients, build prospect lists, and identify decision-makers.
• Cold Outreach: Initiate contact through emails, calls, or LinkedIn messages to engage prospects.
• Lead Qualification: Assess prospects based on criteria like budget, authority, need, and timing (BANT).
• Appointment Setting: Coordinate meetings between qualified prospects and Account Executives.
• CRM Management: Maintain accurate records of prospect interactions, updates, and next steps.
• Market Research: Stay informed about industry trends, competitor offerings, and prospect pain points.
• Collaboration: Work closely with marketing to ensure lead quality and with sales to ensure smooth handoffs.

Average Salary of an SDR

SDR salaries can vary widely depending on location, industry, and experience level:

• Entry-Level SDRs: $40,000 to $55,000 annually, often with additional bonuses or commissions.
• Experienced SDRs: $60,000 to $80,000 annually, with the potential for higher earnings in competitive industries like tech or SaaS.
• Bonuses & Commissions: Many SDR roles offer variable compensation tied to performance metrics, such as meetings booked or revenue generated, which can significantly boost earnings.

💡 Pro Tip: Investing in tools like LinkedIn Sales Navigator or CRM training can increase your efficiency as an SDR, leading to stronger performance and higher earning potential.

Inbound vs. Outbound vs. Outsourced SDRs

Inbound SDRs

• Focus on leads generated through marketing efforts, such as website sign-ups, demo requests, or content downloads.
• Primary Role: Quickly follow up with interested prospects to qualify them and schedule next steps.
• Key Skills: Quick response times, strong qualifying techniques, and effective relationship-building.

Outbound SDRs

• Proactively seek out prospects who haven’t expressed interest yet, often targeting new markets or accounts.
• Primary Role: Use tools like LinkedIn Sales Navigator, lead databases, and sales automation platforms to identify and engage leads.
• Key Skills: Persistence, creativity in outreach, and expertise in objection handling.

Outsourced SDRs

• Hired through a sales agency to handle the SDR function externally.
• Primary Role: Manage all prospecting and lead qualification tasks on behalf of the client, often specializing in specific industries or regions.
• Key Benefits: Cost efficiency, access to expert teams, and quicker scaling of sales efforts without needing in-house resources.

💫 Cost-Saving Tip: Outsourcing your SDR function can reduce costs by up to 65% while boosting your sales opportunities. Access our free ROI calculator to get a personalized estimate in less than 60 seconds. 

---

Top 10 Must-Have Skills for an SDR

From building meaningful connections through emotional intelligence to leveraging data for smarter prospecting, the skills an SDR cultivates can determine their success—and the success of the entire sales team.

This section breaks down the 10 must-have skills for SDRs, explaining why each is essential and how it translates into real-world performance. Whether you’re building your SDR team or looking to hone your skills, these insights are tailored to elevate your approach and deliver measurable results.

Communication & Active Listening

Effective communication is the cornerstone of an SDR’s success. It’s not just about speaking clearly; it’s about knowing when to talk, when to pause, and how to truly listen to prospects. Research from Gong shows that top-performing SDRs maintain a talk-to-listen ratio of 43:57.Active listening enables SDRs to uncover subtle clues about pain points and motivations, allowing them to craft messaging that resonates.

Quick Tips:

• Mirroring & Validation: Repeating a prospect’s key words can show you’re paying attention and help build rapport.
• Open-Ended Questions: Instead of yes/no questions, use “How,” “What,” or “Why” to encourage deeper responses.
• Pause with Purpose: Allow moments of silence during conversations to encourage prospects to elaborate further.
• Record and Review: Regularly listen to call recordings to identify areas for improvement and refine your listening skills.

---

Research & Prospecting

Thorough research lays the foundation for personalized and effective outreach. By understanding a lead’s industry, role, and pain points, SDRs can tailor messages that resonate and avoid generic “spray-and-pray” tactics. This process requires ingenuity, especially when targeting niche markets or heavily gated decision-makers. 

For example, at Martal, our SDRs often use tools like Account IQ to uncover each target account’s priorities and pain points and LinkedIn Sales Navigator to pinpoint key decision-makers. Additionally, we employ a competitive analysis process by analyzing competitors’ reviews to uncover gaps and opportunities. This approach allows us to understand what competitors are doing well, where they fall short, and how to position outreach strategies to address unmet needs in the market. Creative and data-driven approaches like these ensure even the most challenging leads are identified and engaged effectively.

Creative Tactics

• Leverage Multiple Sources: Use LinkedIn, industry-specific publications, and company websites for a holistic view of leads. SDRs can think outside the box by exploring niche industry forums, trade association directories, or even analyzing job postings to uncover company priorities and potential opportunities.
• Data-Driven Targeting: Advanced database tools can help refine prospect lists and track engagement metrics. SDRs can think outside the box by identifying patterns in competitor engagements, analyzing emerging trends within niche industries, or leveraging custom data filters to uncover hidden opportunities

Emotional Intelligence & Relationship Building

Fifty-eight percent of sales success is wrapped up in Emotional intelligence (EQ) (Hubspot).

EQ allows SDRs to empathize with prospects, fostering trust and building relationships that lead to future sales. Knowing how to read emotions and respond constructively can make or break an interaction.

Signs of a High EQ

• Empathy Over Ego: High EQ SDRs prioritize understanding a prospect’s needs and emotions over advancing their own agenda. This empathy allows them to build genuine connections, adapt their approach to the prospect’s situation, and foster trust that leads to stronger relationships.
• Respect Boundaries: Demonstrates patience and adaptability by recognizing when a prospect needs space while remaining supportive. High EQ SDRs stay attuned to timing, allowing them to revisit conversations at the right moment and build trust over time.
• Adaptability: High EQ SDRs can quickly adjust their tone, message, or approach based on real-time feedback from prospects.
• Proactive Problem-Solving: Anticipating and addressing concerns before they arise demonstrates an SDR’s ability to think ahead and ease a prospect’s decision-making process.

---

Product & Market Knowledge

It’s easy to assume that an SDR, especially an entry-level SDR, wouldn’t need a deep understanding of product or market knowledge to handle the early stages of the sales cycle before passing a lead to an AE. However, this couldn’t be further from the truth. SDRs are on the frontline and often create the first impression of the sales team. Without strong product and market knowledge, they risk losing credibility. While not every SDR will start with this expertise, they must be quick learners who can absorb essential details to convey value and answer technical questions effectively. Prospects are more likely to engage when they sense the SDR understands their industry challenges and can provide meaningful insights.

Entry-Level vs. Experienced: Which Is Best For You?

💎 Pro Tip: Experienced SDRs can be challenging to find and expensive to retain. Consider hiring an outsourced SDR to support your AE for a more streamlined and cost effective sales process. 

---

Persistence & Resilience

Rejection is a daily reality for SDRs—calls drop, emails get ignored, and firm “No”s are handed out like candy. It all adds up quickly and can take a toll on anyone’s confidence. 

However, SDRs that are resilient can bounce back and stay motivated in nearly every circumstance. They treat every rejection as a learning opportunity, analyzing what went wrong and refining their approach accordingly. SDRs that set realistic micro-goals and celebrate small wins will be able to maintain momentum and produce consistent results, typically exceeding goals month over month.

How to Develop Resilience

• Reframe Rejection: View a “No” as a step toward the next opportunity and focus on the long-term pipeline rather than immediate wins.
• Practice Self-Awareness: Reflect on personal reactions to rejection and identify areas for emotional growth.
• Seek Feedback: Regularly request constructive criticism from peers and managers to improve techniques and approaches.

---

Time Management & Organization

Only 18% of people follow a time management system. 

How an SDR manages their time can mean the difference between hitting goals or rock bottom. Effective time management allows SDRs to juggle competing priorities, maintain consistency, and operate with a laser focus on tasks that drive results. By structuring their day strategically, SDRs can eliminate costly distractions and set a clear path to goal-crushing success. 

Quick Tips for Better Time Management

• Use Scheduling Tools: Leverage platforms like Calendly, HubSpot Meetings, or Google Calendar to automate appointment scheduling and reduce unnecessary back-and-forth with prospects.
• Block Time for Deep Work: Dedicate specific hours for focused activities like cold calling, email outreach, or CRM updates. 
• Prioritize Tasks: Use frameworks like the Eisenhower Matrix to identify the urgent activities directly impacting sales goals.
• Set Reminders for Follow-Ups: Utilize your CRM or task management tools to schedule reminders for follow-ups, ensuring no lead is left behind.
• Track Your Day: Regularly evaluate where your time is spent and identify areas to streamline, such as repetitive admin tasks that can be automated.

🤖 Sales platforms powered by agentic AI can help you eliminate repetitive tasks, freeing up to 70% of your time to focus on building relationships and closing deals. 

---

Data-Driven & Technical Savviness

Data-driven insights enable SDRs to move beyond guesswork, allowing them to refine their tactics based on measurable results. Metrics like email open rates, response times, and call success rates provide a clear view of what resonates with prospects. But effective SDRs don’t stop at interpreting data—they experiment, adapt, and embrace new technologies to stay ahead of the curve. 

Recognizing when a tool or strategy isn’t delivering is as important as knowing when it is, and the willingness to pivot ensures no opportunity is wasted. By balancing technical savviness with emotional intelligence (EQ), SDRs can craft outreach strategies that are not only efficient but also human-centric.

Balancing EQ and Data for Amplified Sales Engagement

• Refine Tactics Through Testing: Use A/B testing to experiment with subject lines, call scripts, and outreach schedules. Analyze the results to understand what works best for specific industries or personas.
• Pay Attention to the Details: Small adjustments—like tweaking a call-to-action or customizing an email intro—can significantly impact engagement rates. SDRs who obsess over these details set themselves apart.
• Embrace New Technology: Stay open to adopting new tools like advanced CRMs, AI-driven analytics platforms, or automated sequencing tools. These technologies enhance efficiency, but SDRs must remain vigilant about their effectiveness and be ready to make changes when necessary.
• Combine Data with Empathy: Use data to inform decisions but lead with EQ. For example, analytics might suggest the best time to call, but understanding a prospect’s tone and context during the call ensures the interaction feels genuine.
• Adapt Based on Results: Metrics provide clarity, but SDRs need the flexibility to pivot when something isn’t working. Being data-driven means embracing change and continuously improving processes.

---

Objection Handling & Negotiation

Every SDR encounters objections—from “I’m not interested” to “We have no budget.” The ability to handle these pushbacks effectively can make the difference between a dead-end conversation and a potential opportunity. While full-scale negotiation is often left to closers, SDRs who master the art of positioning value through thoughtful objection handling lay the groundwork for meaningful sales conversations.

Common Objections and How to Handle Them

---

Social Selling & Personal Branding

Social selling has evolved into a strategic advantage for SDRs, particularly on platforms like LinkedIn, where opportunities to connect with decision-makers are abundant. It’s not enough to simply have a presence; success comes from mastering the platform’s algorithms, tailoring your approach to audience behaviors, and staying ahead of emerging trends. 

An SDR’s personal brand should serve as a magnet, drawing in prospects through authenticity and expertise rather than blending into the noise of generic outreach. Moreover, flexibility is key—whether prospects are active on LinkedIn, Twitter, or specialized forums, adapting your tactics to meet them where they are can transform casual interactions into meaningful connections.

Keys to Mastering Social Selling

• Follow Trends and Adapt: Stay up-to-date with platform changes and trends. LinkedIn’s algorithm, for example, favors active engagement like comments, reactions, and posts that spark conversations. Tailor your activity to these dynamics to maximize visibility.
• Personalize Your Outreach: Avoid generic templates. Instead, reference a prospect’s recent activity, shared connections, or industry news to make your outreach stand out. For example, mention their latest post or a relevant achievement.
• Engage Strategically: Participate in relevant LinkedIn discussions, comment on posts in your industry, and share meaningful content that reflects your expertise. This positions you as a thought leader rather than just another salesperson.
• Use the Right Tools: Leverage tools like LinkedIn Sales Navigator to pinpoint decision-makers and monitor account activity. For broader exposure, use scheduling tools like Hootsuite or Buffer to maintain consistency across platforms.
• Adjust Based on Platform: While LinkedIn is critical for B2B, understand that your prospects may be active elsewhere. Adapt your tone and strategy for platforms like Twitter for quick insights or niche groups for deeper engagement.
• Create and Curate Thought Leadership: Share insightful posts, articles, or case studies that address common industry challenges. Building a strong personal brand ensures your profile attracts prospects organically.

---

Collaboration & Continuous Learning

Sales is rarely a solo endeavor. For SDRs, success often hinges on their ability to collaborate effectively and commit to lifelong learning. As the bridge between marketing, sales, and customer success, SDRs help create alignment that ensures every prospect interaction is impactful and consistent. Continuous learning amplifies this by keeping SDRs adaptable and informed, ready to face new challenges and refine their skills. Together, these elements form the foundation for sustained performance and long-term growth.

How Collaboration and Learning Tie It All Together

• Unifying the Team Effort: By collaborating across departments, SDRs ensure every touchpoint—from marketing’s messaging to sales’ closing techniques—is cohesive and aligned with the prospect’s needs. This unity builds trust and accelerates the buyer’s journey.
• Fostering a Growth Mindset: Continuous learning inspires SDRs to embrace feedback, try new approaches, and stay ahead of industry shifts. This commitment to growth is what separates top-performing teams from the rest.
• Elevating Individual Performance: Sharing best practices, success stories, and lessons learned creates a ripple effect, raising the collective performance of the team while driving personal development.
• Building a Culture of Excellence: When collaboration and learning become the norm, they create an environment where innovation thrives, challenges are tackled collectively, and wins are celebrated as a team.

Building SDR Success Through Skills and Strategy

SDRs are the backbone of any successful sales team, and their ability to connect, engage, and qualify prospects is vital to a company’s growth. Mastering skills like communication, time management, and objection handling sets SDRs apart, enabling them to contribute meaningfully to the sales pipeline.

At the same time, continuous learning and collaboration ensure that SDRs stay agile in a fast-paced environment, ready to adapt to changing buyer behaviors and market trends. By investing in the right training, tools, and processes, companies can empower their SDRs to consistently exceed expectations.

Whether you’re looking to build a team of SDRs or refine your own approach, the insights shared here provide a comprehensive roadmap for success. At Martal, we specialize in equipping SDRs with the tools and strategies they need to thrive—because great sales start with great SDRs.

If you’re looking to take your sales efforts to the next level, consider partnering with an outsourced SDR team like Martal’s. Our expertise and proven methodologies ensure your pipeline remains full of qualified, engaged prospects.

FAQs: Sales Development Representative

Sales Development Representative

1

Can you be an SDR with no experience?

Yes, many companies hire entry-level SDRs with little to no prior sales experience. Employers often prioritize qualities like strong communication skills, a willingness to learn, and persistence over direct experience. Training programs and on-the-job learning are common to help new SDRs develop the skills they need to succeed.

2

How much commission does an SDR make?

SDR commissions vary by company, industry, and performance metrics. On average, commissions can range from $5,000 to $20,000 annually, depending on factors like the number of qualified meetings booked or revenue generated from leads. Some roles may also include bonuses tied to reaching specific milestones.

3

How long should I stay as an SDR?

The typical tenure for an SDR is 12 to 18 months. This timeframe allows SDRs to build foundational skills, gain experience in prospecting and qualifying leads, and prepare for a promotion to roles like Account Executive (AE) or Business Development Manager. However, this can vary depending on career goals and the opportunities within your organization.