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Sales Coaching
April 11, 2023
Nishit Asnani
Discover the art of being a great SDR manager: train your team in cold calling, boost your team's motivation, and drive more meetings for your business with this in-depth guide for SaaS SDR Managers.

If you’re managing a Sales Development team (as an SDR manager, sales manager, or a sales leader) in the SaaS world, you're well aware that cold calling plays a pivotal role in your team's overall success. No matter what certain gurus on LinkedIn might say, cold calling isn’t dead, even though effectiveness may vary by industry. 

Anthony Natoli talks about how people think cold calling is dead, but it's works pretty darn well for him!

In this all-inclusive guide, we'll delve into the fundamental drivers of cold calling triumph, the techniques to keep your team driven, and the methods to optimize your team's outcomes. We’ll end the post with a few pointers on how your team’s success would feed into your personal career progression in sales leadership, and/or prepare you for a grand job as a startup founder! So, grab a cup of coffee, sit back, and join us on this exciting journey toward cold calling mastery!

Leonardo diCaprio cold calling masterclass in The Wolf of Wall Street

Core Drivers of Cold Calling Success

High-quality prospecting

Without good lists of prospects to go after, cold calling success is hard. Your SDR team should be razor-focused on finding the right prospects to call, based on ICP, a modus operandi for testing messaging, and any lists that they already have access to. By constructing targeted lists and zeroing in on account relevance, your team's cold calling effectiveness can skyrocket.

Tools and resources for better prospecting

A myriad of tools can assist your team with prospecting, including LinkedIn Sales Navigator, ZoomInfo, and DiscoverOrg. These resources empower your team to pinpoint the right contacts, amass vital intel, and build laser-focused lists.

Here’s a resource on how to leverage Sales Navigator to create high-quality lead lists (such that the prospects feel as warm as possible, even though they might be cold). Also, folks who write great content on prospecting include:

Your team would love it and learn a thing or two about being creative in making lead lists and dialing. 

Motivation and maintaining high call volumes

Fueling your team's motivation and upholding substantial call volumes are key to cold-calling victory. Setting team objectives and incentives can incite healthy rivalry and cultivate an environment of exceptional performance.

Strategies to keep the team energized and motivated

  • Consider implementing gamification techniques, such as leaderboards and achievement badges, or providing performance-based rewards to maintain engagement. 
  • Applaud the small wins and disseminate success stories to sustain a buoyant team atmosphere.
  • Be accessible, approachable, and someone your team looks up to. 
  • Pick up the phone yourself as well - lead by example, especially in times when there is a slowdown or the market is not responding as well as anticipated. 
A happy and excited sales development rep after booking another meeting

Effective communication techniques

Mastering the subtle nuances of communication is crucial for cold-calling success. Rapidly building rapport, practicing active listening, and confidently handling objections can exponentially increase the likelihood of scheduling a meeting.

It’s really important to make sure that you are training your team in all of these aspects, so that they are able to connect well with prospects over calls, and create outsized impact. 

"You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you." - Dale Carnegie

The Ultimate Guide to Objection Handling

Maximizing Outcomes: Generating More Meetings from the Same Number of Dials

Analyzing and refining your call script

Constantly scrutinizing and fine-tuning your call script via A/B testing and customizing it to suit different prospect personas can dramatically elevate your conversion rates.

Importance of A/B testing call scripts

Experiment with diverse call script variations and monitor their effectiveness. This will help you discern the most successful approaches and optimize your team's performance.

Leveraging technology and tools

Capitalizing on technology, such as dialers and CRM systems, can help your team become more efficient and better prepared to track progress and make improvements.

Automatic logging of call recordings/transcripts (where available), and using automated dialers like Orum might be huge productivity boosters for your SDR team. 

Using analytics to track progress and make improvements

Examine call data to spot patterns and areas requiring enhancement. This enables you to make data-driven decisions and offer focused coaching to your team members.

Words or phrases that lead to higher conversion rates, or certain styles of asking questions or pausing or mirroring that increase prospect curiosity and meetings booked - these are all things to keep in mind and keep tracking. Tracking the right stuff and visiting it with intent often enough is the key to consistent improvement. 

Ongoing coaching and feedback

Steady coaching and feedback can aid your team in continuously refining their cold-calling prowess. Encourage a culture of learning and growth and foster an atmosphere where your team feels at ease seeking advice.

Coaching is a key part of SDR success

How Cold Calling Mastery Can Propel Your Career in Sales Leadership

Building a reputation as a top-performing SDR manager

Becoming a top performing SDR manager can aid your reputation tremendously. Help marketing with feedback on call scripts and insights into what’s working. Help sales executives by being a reliable source of leads. Help sales leadership by being excellent at motivating the team, bringing results, keeping attrition in check, and having a solid foundation for revenue growth. 

This reputation can open doors to new opportunities and career growth within your organization.

Developing essential leadership skills

Cold-calling mastery requires developing vital leadership skills such as communication, problem-solving, and decision-making. As you hone these skills, you'll be better prepared to take on higher-level roles in sales leadership.


Cold calling mastery is within reach, and by focusing on high-quality prospecting, maintaining motivation, and maximizing outcomes, your team will flourish. Embrace the knowledge and techniques shared in this guide, and you'll be well on your way to elevating your career and becoming a respected leader in the world of SaaS sales.

As a bonus:

Matthew Lakajev lays out a step by step process that he uses to book meetings from cold calls.

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