Specific sales development representative skills have a greater impact than others. While all skills play a role in success, some are vital. Not every sales development rep knows these. 

Two essential sales development representative skills

Sales development reps are tasked with identifying and qualifying leads. Writing for HubSpot, Mark Burdon explains that these professionals are a vital part of the sales process. To be successful, they require a very specific skill set. 

He shares and discusses these skills, noting that these should be mastered for maximum efficiency. He begins with a skill that is relatively modern: video prospecting. Today’s reps must be able to harness potential prospects’ attention, and video is an effective way to do it.

B2B buyers often engage with video when researching a supplier, product or service online. And Gracie Johnson reveals that on LinkedIn, users:

• Spend more time with video vs. static images
• React more to LinkedIn Live
• Comment more on ads with video

She cites the high level of personalization that video offers. This is one of the reasons it is a key sales development representative skill. 

But don’t panic if you aren’t a natural with video, Burdon points out.

“[You don’t] need to be a technical master or Oscar-​worthy movie star…— you just need to be comfortable on screen.”

Take a look at these video-​prospecting tips. These basic best practices can help you easily craft video content that attracts leads. 

Practice and record your performances so you feel comfortable and confident.

“Review the video and take note of your delivery and how it might come across to a viewer,” Burdon adds.

And if being camera-​shy is an issue, there are alternatives to being in front of the camera. As SalesFuel recommends, asking satisfied customers to create content works well. It provides social proof of your solution’s success. And it offers a third-​party perspective. 

Or, as Burdon suggests, tap into AI. 

“…You can even create an AI avatar that (according to Vidyard) looks and sounds like you.”

Engage in strong follow-up

Following up is an essential sales development representative skill. And this means so much more than leaving a basic voicemail, Brendon Lemon explains.

“How you follow-​up can make the difference between nurturing this lead into a warm prospect or letting it go cold.”

Focus on quality, not just logging activity in your CRM. Always provide value in follow-​ups to engage and recapture the prospect’s attention. And don’t forget to personalize each follow up.

For example, before emailing or picking up the phone, consider how you can offer value. Sales success depends on knowledge. Understanding a prospect’s industry, challenges and trends will help tailor each follow up and ignite interest.

Emailing, including engaging, informative and visually appealing content, like infographics, can grab their attention and share knowledge. 

“Remember, generic content won't cut it,” Lemon adds. 

“It's about presenting something that resonates with the prospect's unique situation.”

And don’t forget to include a next step or call to action. Effective sales follow-​ups clearly request the next step or desired outcome, encouraging further engagement and dialogue. Be specific when asking for a response or to schedule a meeting. 

Embrace these two skills and keep going

Mastering key sales development representative skills is crucial for success. And reps can enhance their strategy by starting with these two skills. By using techniques like tailored video content and value-​driven follow-​ups, you can build stronger relationships with prospects. 

You’ll see improvements in your sales performance. Stay committed to mastering the essential skills, and success will follow.

And for guidance about what not to do when prospecting, check out this other post from SalesFuel.

Photo by LinkedIn Sales Solutions