Have you ever wondered who makes those first calls to potential customers? Or who sends those carefully crafted emails asking if you'd like to learn more about a product?

Meet the unsung heroes of the sales world: Sales Development Representatives, or SDRs for short.

Think of sales development reps (SDRs) as the scouts of a sales team. They're out there finding new customers and starting conversations that could lead to big deals.

If you're curious about sales jobs or looking to start a career in sales or tech sales, understanding what an SDR does is super important.

In this guide, we'll break down everything about the SDR role in simple terms.

You'll learn:

• What SDRs do every day
• How much they make
• What skills they need
• How this job can be the first step to an exciting sales ot tech sales career.

SDR stands for Sales Development Representative. This is a person who focuses on finding new potential customers for a company. Their main job is to reach out to people who might be interested in buying a product or service.

An SDR doesn't usually close deals themselves. Instead, they find good leads and then pass them to Account Executives (AEs), who take care of the rest of the sales process.

SDRs have several key tasks they handle every day:

Finding Potential Customers: SDRs look for people/companies (based on their ideal customer profile) that might want to buy their product. This is called prospecting.

Reaching Out: They contact these potential customers through phone calls, emails, and social media. This is often called "outbound sales" or "outbound prospecting".

Answering Questions: When people contact the company with interest (called "inbound leads"), SDRs are often the first to talk with them.

Checking if Leads are Good: Not everyone who shows interest will actually buy. SDRs ask questions to cold leads to figure out which prospects are qualified leads.

Setting Up Meetings: Once they find someone interested, SDRs schedule meetings between these potential customers and Account Executives.

Let me share a typical day in the life of an SDR:

• Morning: Check emails and plan the day's outreach
• Mid-morning: Make phone calls to new prospects
• Lunch break
• Afternoon: Send follow-up emails, social selling, make and build connections on LinkedIn
• Late afternoon: Enter information into the CRM system and prepare for tomorrow

You might also hear about BDRs, or Business Development Representatives. Many people wonder about the difference between SDRs and BDRs.

Here's a simple breakdown:

Some companies split SDR roles into two types:

Inbound SDRs handle leads who have already shown interest. Maybe they've filled out a form on the website or downloaded something. These SDRs follow up with people who already know a bit about the company.

Outbound SDRs reach out to people who haven't shown interest yet. They make "cold calls" and send "cold emails" to start new conversations. This is usually harder than inbound work.

Some SDRs do both inbound and outbound activities, especially at smaller companies.

To be a great SDR, you need certain skills - specially soft skills. The good news is that most of these can be learned with practice!

Communication Skills: You need to be good at talking and writing clearly. SDRs spend their days calling, emailing, and messaging people.

Persistence: Many people will say "no" or not respond at all. Good SDRs don't give up easily.

Research Skills: Before contacting someone, SDRs need to learn about them and their company.

Listening Skills: Understanding customer needs is key to success.

Organization: SDRs contact many people each day and need to keep track of all conversations.

Tech Skills: SDRs use various software tools, so being comfortable with technology helps a lot.

I once talked with an SDR who said: "The best skill I developed was learning to hear 'no' twenty times and still make the twenty-first call with the same enthusiasm as the first."

Persistence and Resilience: SDRs face a high rejection rate, with some studies suggesting that only about 1% to 3% of cold emails receive a response. Persistence is key, as it helps SDRs handle rejection and maintain consistent follow-ups

Ever wonder how an SDR contributes to the sales pipeline? They’re the spark that lights the fire.

Without SDRs, the sales team would be stuck waiting for customers to knock on the door. SDRs go out, find leads, and make sure the customer acquisition machine keeps humming.

In B2B sales (business-to-business), where deals can take months, their role is huge.

Here’s a quick table to show how they fit in:

Modern SDRs rely on several tools to do their jobs well:

CRM Software: Programs like Salesforce or HubSpot help track all customer information.

Sales Engagement Platforms: Tools like Outreach or SalesLoft help manage emails and calls.

LinkedIn Sales Navigator: Helps find and connect with potential customers.

Data Sources: Services that provide contact information for potential customers.

Call Recording Software: Helps SDRs review and improve their calls.

Calendar Tools: Makes scheduling meetings easier.

These tools help SDRs work faster and keep track of many conversations at once.

The sales pipeline is like a path that customers take from first hearing about a product to actually buying it. SDRs are super important at the start of this path.

Here's how SDRs contribute

• They find prospective clients (prospects) who might be interested (leads)

• They start conversations with these people (prospects)

• They figure out which prospects are qualified leads (qualifying)

• They pass the best leads to Account Executives

• They help keep the sales funnel full of potential customers

Without SDRs, Account Executives would spend too much time finding leads instead of closing deals. A good SDR team can double or even triple the number of deals a company closes!

If you're thinking about becoming an SDR, you probably want to know about the pay. SDR salaries usually have two parts:

Base Salary: This is the fixed amount you get regardless of performance

Commission/Bonus: Extra money you earn based on how many meetings you set or how many of your leads become customers

In the USA, the typical SDR salary looks something like this:

• Base salary: $40,000-$60,000 per year
• Commission/Bonus: $15,000-$30,000 per year
• Total potential: $55,000-$90,000 per year

Entry-level SDRs usually start at the lower end of this range. As you gain experience, your earnings can increase significantly.

Many companies also offer benefits like health insurance, retirement plans, and sometimes even stock options.

The SDR role is often called a "foot in the door" position in sales. It's a great starting point, but where can you go from there?

The most common career path looks like this:

SDR/BDR: 12-18 months

Senior SDR: 6 months - 1 year

Account Executive: 2-3 years

Senior Account Executive: 2-3 years

Sales Manager or specialized sales roles

Some SDRs also move into customer success, sales engineering, marketing, or sales operations roles. The skills you learn as an SDR can help in many different careers.

The SDR role is evolving rather than disappearing. While some predicted that automation might eliminate the need for SDRs, what we're seeing instead is a transformation of the role.

Future SDRs will likely:

• Focus more on personalization and relationship-building rather than volume of outreach

• Need deeper industry and product knowledge as buyers become more sophisticated

• Develop specialized expertise in particular industries or customer segments

Take on more consultative responsibilities earlier in their careers

• Require stronger data analysis skills to identify and prioritize the best prospects

Rather than being eliminated by technology, the SDR role will likely become more strategic, with routine tasks automated and human SDRs focusing on higher-value activities that require judgment and emotional intelligence.

Sales development practices are changing in several notable ways:

Multi-channel engagement is becoming standard (combining email, phone, social media, video, and even direct mail)

• Buyer-centric approaches are replacing seller-centric methodologies

• Sales and marketing alignment is tightening, with SDRs often serving as the bridge

• Account-based selling is growing, with SDRs focusing on penetrating specific target accounts rather than general lead generation

• The timeline from SDR to AE is compressing in many organizations as companies seek to retain talent

• Increased focus on sales enablement and continuous training to keep SDRs effective

The most successful organizations are treating the SDR function as a strategic asset rather than just an entry-level position or cost center.

Technology is dramatically changing how SDRs work:

• AI and automation tools are handling routine tasks like data entry, scheduling, and basic qualification.

• Conversation intelligence platforms are providing real-time coaching and insights during calls.

• Intent data tools are helping SDRs identify prospects who are actively researching solutions.

• Predictive analytics are enabling smarter prioritization of which leads to contact.

• Video messaging tools are creating more personal connection opportunities.

• Sales engagement platforms are making it possible to orchestrate complex, multi-touch outreach campaigns.

Rather than replacing SDRs, these technologies are making them more effective by eliminating mundane tasks and helping them focus on meaningful conversations.

The most successful SDRs are becoming adept at leveraging these tools while maintaining the human touch that technology cannot replicate.

These three areas represent significant opportunities for organizations to evolve their sales development approach and for individuals in SDR roles to develop valuable skills that will serve them throughout their sales careers.

Now you know what an SDR is and why this role matters so much in sales. SDRs may be at the beginning of their sales careers, but they do some of the most important work: finding new customers and starting conversations that lead to sales.

If you're thinking about a sales career, becoming an SDR is a great way to start. You'll learn valuable skills, make connections, and set yourself up for future success.

The role can be challenging, but it's also rewarding and a proven path to higher-level sales positions.

Are you interested in becoming an SDR? The first step is to polish your communication skills and start learning about sales tools. Many companies offer entry-level SDR positions with training, so you don't need to know everything before you start.

Want to learn more about sales careers? Check out our other articles on sales roles, techniques, and career advice!

What is a sales development representative? A Sales Development Representative (SDR) is a sales professional who focuses on prospecting, lead qualification, and setting up meetings between potential customers and account executives.

What do SDRs do? SDRs prospect for new leads, reach out through calls and emails, qualify potential customers, set up meetings for account executives, and manage the early stages of the sales pipeline.

How much can you make as an SDR? SDRs typically earn between $55,000-$90,000 annually, including base salary ($40,000-$60,000) plus commission/bonuses ($15,000-$30,000).

What to look for when hiring SDRs? Look for strong communication skills, persistence, research abilities, active listening, organizational skills, comfort with technology, and a growth mindset.

What is the best SDR tool? There's no single "best" tool, but effective SDRs typically use a combination of CRM software (like Salesforce), sales engagement platforms (like Outreach or SalesLoft), and LinkedIn Sales Navigator.

Can you start an SDR job without experience? Yes. Many companies hire entry-level SDRs with no prior sales experience but look for transferable skills like communication, organization, and a willingness to learn.

How to become a successful SDR? Master your product knowledge, develop a consistent outreach routine, learn from rejection, continuously improve your communication skills, stay organized, and learn from top performers.

What is an SDR role in sales? The SDR role sits at the beginning of the sales process, focusing on finding and qualifying leads before handing them off to account executives who close deals.

Is an SDR a good job? Yes, especially as an entry point into sales. It provides valuable skills, decent compensation, and clear career progression opportunities into higher-level sales positions.

Is SDR the hardest sales job? While challenging due to rejection and high activity requirements, it's not necessarily the hardest. Enterprise sales and complex solution selling typically involve more complex challenges.

How much can an SDR make? Top-performing SDRs at well-funded companies can make over $100,000 annually, though the typical range is $55,000-$90,000 including commission.

Who is it for? The SDR role is ideal for people starting their sales careers, those who enjoy building relationships, problem-solvers, and individuals looking for a path into technology or B2B sales.

How is an SDR's performance measured? Key metrics include number of calls/emails sent, meetings scheduled, qualified opportunities generated, conversion rates, and pipeline value created.

How has technology changed the SDR role? Technology has automated routine tasks, provided better prospect intelligence, enabled multi-channel outreach, offered real-time coaching, and allowed for more precise targeting and personalization of outreach efforts.