The Importance of Communication in Sales Management

Everyone knows that a strong company culture and a successful business stem from relationships that are built and maintained throughout the workplace. In order for any team to be successful, there needs to be effective communication across all levels of an organization. Take a look at the recent Summer Olympic Games in Rio. Olympic events such as rowing, volleyball, and water polo all require communication in order to achieve a common goal. Just as athletes must communicate with their coaches and teammates, SDRs must communicate with their managers in order to succeed.  

Fostering the relationship between sales development reps and their managers

Communication is a vital skill when it comes to the relationship between SDRs and their managers, especially in the outsourced lead gen space. How is a sales manager supposed to know if their team needs support or guidance if they don’t know what is going on from day-to-day? Management needs full visibility into their SDRs’ daily activities in order to know how to help them.  Additionally, SDRs must speak up and identify which areas they need support so their managers can take action.

Craig Ferrara, Strategic Advisor & VP of Operations at QuotaFactory, explains why it is imperative to make sure SDR and managers are on the same page:

“You may have a weekly standing meeting [with your SDRs] to review overall metrics and client communication, but daily interaction ensures that you don't miss some of the smaller stuff which can make a big difference in the long-term and overall performance.”

What if there is a disconnect?
If the line of communication is foggy between managers and SDRs, client relationships and ultimately business could suffer as a result. Since clients who outsource their lead gen function are not physically in the office with their SDRs, they rely on sales managers to make sure reps are productive and representing them in the most professional way possible. Without strong communication between SDRs and managers, clients are left with no explanation when things go south. After all, the main goal of outbound lead gen is supposed to be retaining client success, happiness, and business. QuotaFactory CEO Peter Gracey, who has been in the outsourced lead gen space for fourteen plus years, explains it best:

"If I don't hear what is happening at the point of contact between SDR and client, I can't run my business effectively. Communication between SDRs and their managers keeps an organization nimble and ahead of market changes.  Have to have it".

Communication in sales is a two way street; it is not just managers passing down information from the client to the SDRs, nor is it SDRs complaining to their managers about problems they are experiencing. Sales leaders should encourage their managers and SDRs to check in regularly in order to ensure both parties have the necessary needs to ensure each and every project is successful. Make the c-word a part of your company culture. Remember — there is no such thing as too much communication within a sales team!

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Meghan Jennings

Meghan Jennings

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