What's the real difference between struggling SDR teams and top performers? While many focus on scripts and tools, the true transformation often lies deeper. Jake Hollis, named "Most Impactful Leader" at OpenText, has shared during SellMeThisPen podcast how he transforms struggling teams into high performers. His approach? Two fundamental shifts that change how SDR teams operate and succeed.
In this article, we will analyze these game-changing approaches and show you how to implement them in your sales enablement strategy.
"We are more than meeting bookers," Jake emphasizes. "What we sell is meetings. We sell conversations."
This mindset shift transforms how SDRs approach their role and dramatically improves their success rate.
Many SDR teams still follow the traditional path:
The result? The dreaded response:
Instead, successful SDRs focus on selling the value of the conversation itself. They make prospects ask, "How did you do that?" This question naturally leads to "Sure, I'll talk for 15 minutes!"
The key to success lies in sharing impact stories that spark genuine curiosity. When you share real customer outcomes that grab attention, like how "Company X grew 47% in 6 months using this approach" or "Team Y doubled their pipeline in 90 days," you create natural openings for meaningful conversations. These specific results matter to prospects because they demonstrate tangible value and potential outcomes.
Having the right mindset isn't enough—you need a system to implement it across the team and sustain it long-term. This is where "everboarding" comes into play, a systematic approach to continuous development and improvement.
The conventional approach follows a simple but flawed pattern: train once, expect results forever. Reality shows this doesn't work. Over time, skills fade, good habits slip away, performance gradually drops, and team turnover increases. This cycle of diminishing returns highlights the need for a more sustainable approach.
Success stories aren't just for prospects – they're valuable learning tools for your team. Create an environment where team members regularly share their wins and strategies. Let top performers become mentors, sharing their experience through real scenario practice sessions. This ongoing exchange of knowledge keeps skills sharp and motivation high.
The key to successful tool adoption lies in mastering the basics before adding complexity. When implementing new tools or policies, take a gradual approach. Maintain what works while carefully introducing improvements. This balanced approach prevents overwhelming your team while ensuring continuous advancement.
Culture isn't just about company values written on a wall – it's about how those values translate into daily actions. Build a shared vision across your team by connecting every activity to your broader mission. This creates a sense of belonging and purpose that drives long-term engagement.
Every SDR has unique strengths and growth areas. Create personalized learning paths that acknowledge these differences. Enable multiple career directions and focus on individual goals. This personalized approach to development ensures each team member sees a clear path to growth.
The sales landscape constantly evolves, and successful teams embrace this reality. Encourage your team to proactively adapt to market changes, systematically test new approaches, and learn from both successes and failures. This adaptability becomes a competitive advantage.
Long-term success requires more than just good numbers – it needs engaged team members who see their future with the organization. Consistently celebrate wins, show clear growth paths, and build long-term commitment through meaningful recognition and development opportunities.
The journey to transformation begins with the mindset shift. Train your team to focus on selling conversations rather than products. Build a comprehensive library of customer success stories that demonstrate real impact. Practice making prospects curious about results rather than features.
Your everboarding system should leverage your existing resources. Transform top performers into team teachers who can share their expertise. Create personalized development paths that acknowledge individual strengths and goals. Focus on tracking and celebrating outcomes that matter, not just activity metrics.
Transforming an SDR team doesn't happen overnight, but with these two fundamental shifts—focusing on selling conversations and implementing everboarding—you can create lasting change. Jake's experience shows that when teams embrace these principles, they don't just improve temporarily; they transform into consistent high performers.
Remember: success in sales enablement isn't about having the perfect script or the latest tool. It's about creating an environment where your team can continuously learn, adapt, and improve.
In this episode of SellMeThisPen Podcast, Michael and Jake dive deep into the transformation of SDR teams, discussing the mindset shifts and systematic approaches that turn struggling teams into top performers. They explore practical strategies for implementing everboarding and share real examples of successful team transformations.
Jake Hollis is the Senior Account Development Manager at OpenText, where he was named "Most Impactful Leader" in his organization. With a proven track record of transforming multiple struggling teams into high performers, Jake brings practical insights from the frontlines of sales development and team leadership.
