There are a multitude of factors that impact the results of a lead generation calling campaign. The target list, the message, the technology, and the overall strategy all play a major role in a program’s success or failure.
Ultimately, though, it comes down to the people making the phone calls. All the behind-the-scenes preparation in the world is unlikely to help if the Business Development Representatives (BDRs) aren’t confident and comfortable during conversations with decision-makers.
It can be a frustrating job; even the most talented BDRs face rejection far more often than they encounter success. And yet the average tenure of VSA’s BDRs far exceeds the industry average of 1.8 years (per 2021 Bridge Group research). We have always taken pride in not only finding the right candidates for the role, but also in cultivating their skills to ensure consistency, confidence, and continuous improvement.
So what does VSA look for in its BDRs?
“It’s not about a certain personality type,” says Brooke Jacquez, VSA’s Assistant Manager of Operations and Scheduling. “It’s about having that core self-motivation, something within a person that makes them want to succeed. They can be shy or outgoing, but if they have that within them, I think they’ll be great.”
While speaking to prospects on the phone is a solitary endeavor (especially in a remote work environment), VSA makes sure its BDRs never feel alone.
“We always encourage our BDRs to use their support system,” says Maryann Arterbridge, VSA’s Senior Manager of BDR Development. “You might in be in your home by yourself, but you’re connected to your peers, your Program Manager, an entire training department. There are so many people willing to help you overcome any hurdle, so you never have to feel isolated.”
Brooke and Maryann shared some of the other traits they believe make for successful BDRs:
- The ability to not take things personally
- Good time management skills
- Accountability. One of VSA’s core values is “We own what we do,” and successful BDRs embody this via a willingness to accept constructive criticism and seek continuous improvement.
- The desire to grow professionally. Another VSA core value is “We rise above every challenge, and forge new roads.” The best BDRs are always ready and willing to learn new client programs. One BDR recently asked to be cross-trained on a new program, and she proceeded to set three appointments within her first three hours of calling on behalf of the new client.
“Our approach as a training team isn’t just, ‘Here’s how to do it.’ It’s more about meeting people where their needs are and addressing those areas, instead of just putting everyone in the same box,” Maryann says. “It’s all about building confidence. It feels great when a BDR starts out nervous and stressed about something and then is able to just go out and do the job, and do it well.”
A BDR’s perspective
So what do the BDRs themselves think are the keys to success?
We posed a few questions to Debbie Grear, one of our seasoned veterans. Debbie has been with VSA for three years and is consistently among our top monthly appointment-setters.
Q: What are the biggest challenges you face as a BDR?
A: Really getting a feel for the product we are promoting for the client. It is so much easier once you fully grasp what they are offering. Then you feel like you’re part of their team and everything just flows.
The other challenge is to stay consistent and upbeat on each and every call. I just keep in mind that the prospect we are calling needs to hear what we’re offering, and we will fill the need they’re trying to fill—even if they’re not aware they have a need.
Q: How do you approach each phone call?
A: I imagine I’m talking to my best friend and telling her about a wonderful sale that is gong on. This way I sound like myself, am sincere, and am enjoying the conversation.
I also make sure my posture is good, I am sitting up straight. When you sit up, your lungs can fully expand and you sound clear, and your voice projects and you feel good about yourself. I also have a little note on my laptop reminding me to: “Smile … Make a Friend … Slow.” I tend to be a fast talker!
Q: What qualities make for a successful BDR?
A: Be yourself. Be sincere. Be knowledgeable about what you’re talking about. Always listen to the prospect—sometimes just listening and acknowledging what they have to say is all you need to get to the main goal. And use all your tools: the script, the rebuttals, your voice, and your ears.
Q: How do you handle a prospect who is reluctant to engage?
A: When I reach a grumpy person, I consider it a challenge to get them to chuckle and open up. It’s like a game—there’s a sale on every call. Either you’re selling them, or they’re selling you.
Q: What do you differently now as a BDR than when you started?
A: I was a little intimidated at first and did not ask for the appointment and took their no and moved on. Now I realize that no is not always no; it’s just that we haven’t painted a good enough picture to entice them. I was too rigid in trying to get through the script, and I was overthinking everything. Now, I make a friend, listen, and am not afraid to ask several times, in several different ways, for the appointment. I am more confident in myself now in delivering the script and in having a conversation with the prospect. I am here to help, not sell.
Q: How would you describe the overall experience of working as a BDR?
A: Working as a BDR is hard work, but it can be so rewarding. It’s all in the way you look at it. We have something to offer that can help them, and it’s our job to find the need and fill it. I treat each call like it’s the first call of the day. I don’t dwell on the negatives and keep positive thoughts. This way, my energy level is always up, and I never sound worn out and quiet.
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If you’d like to learn more about how VSA’s BDRs can become an extension of your sales team, give us a call! We’re always excited to help our clients grow their business.