Everything You’ve Ever Wanted to Know About Sets (But Were Too Scared to Ask)

The Secret Weapon of Scaling Sustainability

Imagine this: You’re a consultant or coach, already killing it in your niche, but you’re also wearing a dozen different hats. Your business is growing, but you’re getting pulled into sales conversations when you should be focused on high-level strategy, delivering value to your clients, or, I don’t know, living your life? Sound familiar?

Enter the Sales Development Representative (SDR).

An SDR team isn’t just a way to offload some of those introductory sales calls—it’s your key to scaling sustainably. With the right SDR team, you can stop grinding it out in the trenches and start leveraging other people to handle the front-end sales pipeline, freeing you up to focus on more important things, like refining your product, scaling your brand, or finally taking that trip to Bali.

Now, pause—building an SDR team doesn’t mean you’ll suddenly be hands-off and sipping margaritas on the beach all day. It’s not a “set it and forget it” deal. You need to set up the right compensation, culture, and systems to ensure your SDRs are motivated, effective, and aligned with your business goals. Let’s dive into how to know when you’re ready for an SDR team and the keys to setting one up successfully.

“How Do I Know if I’m Ready to Start Hiring SDRs?”

Before you rush into hiring your first sales rep, there’s one big question to answer: Are you actually ready for it?

Most coaching and consulting businesses do NOT even need to start thinking about hiring a sales team on day one. So, how you answer this question is important.

Here are a few signs that it might be the right time for you:

1. You have a predictable and repeatable sales process. If you haven’t already nailed down your offer and a solid sales process, building an SDR team will only add more chaos. Before bringing people on, ensure your sales funnel is working like a well-oiled machine. You want your SDRs to plug into an existing system, not to build one from scratch.
2. Your lead volume is outpacing your capacity. If you’re drowning in leads and struggling to keep up with calls, that’s a great problem to have! It also means it’s time to delegate those early sales conversations. SDRs thrive when there’s a steady flow of potential clients to engage with. If you’re not generating enough inbound leads, consider pumping the brakes until you’ve got more volume.
3. You’re spending too much time on the wrong tasks. As a consultant, your time is best spent delivering value to clients, refining your IP, or expanding your reach—not fielding the same introductory sales call over and over. If your calendar is jammed with tasks that don’t require your genius, then it’s time to scale with an SDR team.

3 Keys to Building a Rockstar SDR Team

Once you’re ready to build out your SDR team, it’s crucial to get the foundation right. Let’s explore three key areas you need to nail down: compensation, culture, and systems.

1. Nail the Compensation Plan: Motivate, Don’t Overwhelm

Creating a winning SDR compensation plan is all about balance. You want to motivate your team to crush their targets without setting the bar so high that they burn out or feel like they’re chasing unicorns.

Here’s a good structure:

• Base Salary + Performance Bonuses. SDRs need a steady base to feel secure, but their real motivation will come from bonuses tied to specific, achievable goals. These might include the number of calls made, meetings booked, or qualified leads sent to your closer. Keep the bonus plan simple and attainable. Complexity kills motivation.
• Tiered Bonuses. Add some spice to the compensation plan by introducing tiered bonuses. For example, if they hit 100% of their target, they get one bonus level. But if they exceed it by 120%, they unlock an even juicier reward. This encourages your SDRs to go the extra mile.

2. Build a Culture of Learning and Resilience

Being an SDR might be “simple,” but that doesn’t mean it’s easyisn’t easy. It’s a lot of “no’s,” a lot of gatekeepers, and a lot of persistence. The key to retaining top SDR talent is building a culture that supports them through the grind while helping them grow.

Here’s how:

• Celebrate the Small Wins. Sometimes, getting a prospect to just say “maybe” is a victory in itself. Recognize the small steps that move the needle and build momentum. Whether it’s a leaderboard or a Slack shout-out, celebrate the grind, not just the end result.
• Continuous Learning. Build a culture of constant improvement. Regular sales training, peer reviews, and feedback loops will help your team develop and stay sharp. Plus, top performers are always looking for ways to get better—they’ll appreciate the investment in their growth.
• Create a Fun and Competitive Atmosphere. Healthy competition can do wonders for your SDR team’s morale. Leaderboards, small contests, and performance challenges help SDRs stay engaged and push harder.

3. Set Up Systems for Success: Data + Process = Results

A killer SDR team runs on great systems. Without clear processes and data to guide them, SDRs are like a ship without a compass.

What systems do you need?

• Clear Playbooks. Every SDR needs a roadmap to follow. Create easy-to-understand playbooks for handling common objections, booking appointments, and qualifying leads. The clearer the process, the more consistent the results.
• Tracking and Analytics. Use a CRM system to track every touchpoint your SDRs make. You should know how many calls it takes to get a booked meeting, how many meetings convert into sales, and where prospects are falling out of the funnel. This data will be your best friend in refining your sales process.
• Regular Check-ins. Don’t just hand your SDRs a list of leads and let them go. Schedule regular check-ins to review their performance, answer questions,