The pandemic pushed a lot of businesses to change how they operate, including those in the B2B selling space. As Sales Enablement has adopted a wider role in business today, we’ve started to see shifts in how business leaders train their BDRs (Business Development Reps). In the following sections, we’ll look at which new practices in the traditional BDR training model have optimized BDR performance in today’s business environment.
KPIs for BDR Training
Careful tracking of some key performance indicators can highlight specific areas where training should be focused. CRMs like Salesforce and prospecting tools like Outreach both offer effective solutions to track these figures, which can then apply to BDR training programs to track progress, quotas, and areas for improvement.
Some essential KPIs include:
- Average sales cycle length
- Average deal size
- Time to Revenue
- Quota attainment
- Lead conversion rate
- Content usage
- Sales funnel transition rates
- Number of closed deals
Finding gaps in knowledge or ability is essential in BDR training because it gives direction to what Sales Enablement needs to focus on.
Optimized Training Sessions
Using analysis from KPIs, Sales Enablement can craft highly effective BDR training programs that borrow from some findings of business leaders today.
It’s been shown that 87% of B2B sales training content is forgotten within 30 days (Gartner), which means that the norm of infrequent or even once yearly training sessions has to go. Many Sales Enablement programs today are shortening their BDR training sessions — but also increasing their frequency. Sharing information more often and in more easily processed chunks allows Sales Enablement to reinforce old information and update training as new developments surface. It’s also been shown that continuous training can raise sales rates by as much as 50%.
Additionally, BDRs are often on the go or in between meetings, and so while having live training sessions is certainly helpful, it can also be wise to include virtual, more convenient options within a BDR training program. Mixing up the format can also help retain attention and engagement among BDRs. Monthly newsletters, games, or interactive videos can all reliably share information while engaging viewers even while being online and remote.
BDR Training Packs
One of the best ways Sales Enablement can equip BDRs to succeed is through a thoughtfully crafted BDR training package. Effective BDR packs give them the information they need to quickly qualify leads and schedule appointments. The fundamental elements of an effective BDR training pack are industry briefs, persona profiles, and discovery call guides.
Industry Briefs give BDRs the information they need to have relevant, insightful conversations with prospects about their industries. They share information with BDRs about their lead’s industry’s growth rate, challenges, competitors, and more.
In addition, persona profiles give BDRs a familiarity with the challenges and goals of the specific persona types they’ll contact within their targeted industries. This will enable them to make more personalized connections with the leads they contact. In fact, 93% of B2B decision-makers report being more likely to further consider a company if the outreach is personalized to them, making targeted, specialized approaches of the utmost importance to BDRs strategies.
Finally, discovery call guides equip BDRs with practical, usable strategies to employ when cold calling. Effective call guides give BDRs the skills they’ll need to direct conversations, quickly qualify leads, and set up appointments with Sales. For more information about Sales Enablement and BDR training packs, click here.
The pandemic has pushed many business practices to shift recently, and in order to equip BDRs with the skills they’ll need to succeed in this new business environment, Sales Enablement should optimize their BDR training. This includes tracking KPIs for training purposes, updating BDR training practices, and providing highly effective BDR packs.