SDR

FRAMEWORK
& SCRIPT

[Link]
 How to Achieve Success with Cold Outreach
Identifying Key Verticals
Sales Development Representatives (SDRs) should begin by selecting 1-2 industry verticals
and roles that we’re currently focusing on for that particular region (e.g., healthcare in India;
government in the Middle East; manufacturing in the US). Next, look at the various sectors
within your chosen verticals. For instance, for healthcare that would be - insurance providers,
clinics, hospitals, lab test providers, etc.).

The importance of personalizing your messaging for each sector cannot be overstated, as it
ensures that the efforts are focused on demonstrating real value to each prospect.

Shortlisting Prospective Clients

Once the verticals are defined, SDRs should aim to identify 20 prospects that are a good fit
for the product or service. Utilizing platforms like LinkedIn can simplify this process, especially
when searching for specific roles within the given industry and sector. For example, looking for
‘head of IT’ at hospitals can yield potential clients.

Conducting Thorough Research

Before making the call, it’s crucial for SDRs to invest time in researching each prospect. This
preparation not only personalizes the approach but significantly increases the likelihood of
success. Key information to gather includes:

• The company’s function - how does it help its own customers? What could be the potential
roadblocks it is facing because of its size, industry, or where it is located? E.g., startups
may not have a dedicated IT person or data analyst to help them create reports. Similarly,
larger companies might have too many data sources and find it hard to integrate them
and turn them into actionable insights. Look at the company’s website, LinkedIn company
profile, news about the company, (G2/Capterra/Google) reviews about the business.
• The prospect’s role - what does the prospect really do within the organization? What role
will they play for us (influencer/decision-maker/user)? What are their KPIs? What are the
challenges they’re facing? E.g., team manager who reports to C-suite on a weekly basis
- so ends up spending too much time on reporting. This is a case where we can directly
add value. Alternatively, it could be a use case where we indirectly add value, e.g., a head
of operations at a manufacturing firm - she is successfully meeting project timelines but
is spending too much on sourcing parts. We can add visibility through our dashboards.
• Any past successes Lumenore has had with similar companies,
• An interesting fact about the prospect - look at their LinkedIn to gauge this. E.g., they
have switched industries, or they’ve been promoted quickly at multiple organizations

To streamline your research, copy this template into a spreadsheet and keep adding relevant
details to it:
 Interesting Do They
Company’s Company’s Prospect’s Prospect’s
Fact Use a
Name Company Role Main Secondary Main Secondary
about the Competitor
Challenge Challenge Challenge Challenge
Prospect Tool?

Has Operates Lacks

Keeps
thousands in many visibility Has been
running
of partners countries into the promoted Yes, Power
John Apple CFO into
and stores so tax entire 5 times in BI.
compliance
invoicing structure sales 3 years.
issues
is hard is tough operations

Checklist for Successful Outreach

• Introduction: Confidently introduce yourself and the company.
• Building Rapport: Engage the prospect with relevant questions about their experience
or role - it can help establish a connection. Avoid generic filler questions and statements
(“I want to touch base on..” “I was thinking about <Company Name>”..) and instead
focusing on meaningful, specific inquiries tailored to the prospect’s business context
can further enhance the quality of the interaction. Preparing for various outcomes,
including the appropriate follow-up actions when a call goes unanswered or when a
prospect expresses interest, is essential for maintaining momentum and ultimately
achieving sales objectives.
• Positioning Statement: Demonstrating understanding of the prospvect’s industry and
challenges with a well-crafted positioning statement can pivot the conversation towards
how the SDR’s company can offer solutions.
• Gratitude: Always conclude the call by thanking the prospect for their time, acknowledging
the value of the conversation regardless of the outcome.

Conducting Thorough Research

For your outreach to lead to a successful outcome, it should be:

 Researched: Knowledge about the prospect and their industry is crucial.

 Semi-Scripted: While a basic script provides direction, personalization is key.
 Prepared for Objections: Anticipating and handling objections keeps the conversation on
track.
 Positive and Practiced: A positive attitude and regular practice enhance call
effectiveness.
 Follow-Up Ready: Whether leaving a voicemail or concluding a conversation, clear next
steps and compelling reasons for a follow-up are essential to maintain engagement.
Sample Statements
An okay approach (for when The best approach (if you want to
Basic approach
you’re short on time) get results)
Hi, <Prospect’s Name>, Hi, <Prospect’s Name>, Hey <Prospect’s Name>,

My name is <Your My name is <Your Name>, from My name is <Your Name>, from
Name>, from Lumenore. Lumenore. Lumenore.
How are you?
I’m calling you because we do Before we talked business, I saw on
<Industry> is our bread a great job at solving <their <Social Platform> that you <facts
and butter. Do you problem>. Since <Prospect’s about the prospect - potentially
have three minutes to Company> is <what they do for something they recently posted about
talk about the different their customers>, I imagine you or commented on>.
ways we can help might be looking for a solution.
you with features like I did a bit of research on <prospect’s
<feature>, <feature>, and Do you have a few minutes so I company> before calling you and I
<feature>? can break down successes we’ve found that <prospect pain point>.
had with companies like yours in I figured out we could help you
the past? <tangible result>.

I can mail you the information if you

want, and you can get back to me if
you’re interested. Sounds good?
 Outreach framework for SDRs
Best Practice -
Time of call: First call in morning or call when they are winding up work (This time is when
prospects are more relaxed as receptive to ideas)

Tone: Confident (enthusiasm + empathetic for pain points), avoid high pitch salesy tone and
pushing product. Keep it like genuine conversation between people (with intent to understand
more about prospect challenges)

Skeleton Script
Opening Line: Intro
Hi, I am <Name> from Lumenore. How are you doing today? (Use Greetings or other nice
questions to exude kind personality)

Second line: (show you respect their time rather than barge in)
I know I am interrupting your day; do you have 30 seconds to hear more about <pain point
introduction based on prospect industry segment and role>

Third Line option 1: If they answer - Yes:

Great, I appreciate it.
I’ll keep it brief for you.
Just to preface, Lumenore is a no-code business intelligence platform <with positioning
message for the industry and ICP>. (You need to highlight our USP + how this USP will help
them + the impact it’ll bring.)

Third Line Option 2: If they answer – NO, don’t have time (don’t persuade, respect time, buy
another slot)
The main reason I’m giving you this call is to see if I can pique your interest in a quick 10-15
min call to understand your current challenges and see how I can add value to your current
process.
Do you have 10-15 minutes you could spare for <insert date and time> and I could block your
calendar?
• Next step: Follow up with email and send survey before call with an intent make it call
customized

Answer: Not interested

I can appreciate you not being interested right off the bat. My goal here is to understand how
I can help your current XXX process <workflow for which we are offering solution>. Can you fill
me in on <pointed questions about the workflow they use in their team and industry>?

Answer: We are aware of your product

Oh great, you are already familiar with what we do.
[State Goals + ask to fill you in in the process]

Answer: already using competitor

[Ask questions go in-depth, try to understand challenges, research the competitor’s drawbacks
using G2/Capterra and mention them as and when appropriate, pitch a separate 20-minute
live demo call for challenge to solution pointed demo]

Questions to ask:
• Ask how their current process is with competitor?
• Ask for any gaps or challenges to understand if we can fill them in?
• Understand longstanding issue that teams may be facing, especially Business case or
dependency issues
• Ask if they are time bound through a contract?
• Suggest we can be creative in our offerings (offer insight through case study scenarios
where you heard of similar issue about the same competitor)

Answer: I am not the right person

Not a decision maker: I appreciate transparency, but that is no issue for me. Honestly, I prefer
to speak to folks who have more boots on the ground, working in and around the process.
My goal is to show you how this can help benefit you and your team, and I wanna do that by
setting up a tailored walkthrough and some free access.

Not related: I appreciate the transparency. Can you point me to the relevant person at <company
name> who I can speak to about this?

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