SDRs should understand what an AE looks for in a good account, what questions to ask, and include that information in the email and the meeting invite. You want to set your rep up for success.

This is an internal process that’s specific to your company. For the SDR to AE relationship, there’s often a list of target accounts that the AE feels comfortable having their SDR work for them (i.e. tier 2), where as the AE is the only person allowed to touch Tier 1 targets.

Many businesses use BANT or some variation of a sales qualification framework to determine the minimum requirements for an SDR to pass a conversation from them to an AE.


The finesse part of conversational sales is knowing your sales process and mapping it to the buyer’s journey. Marrying what you ideally want to happen to what buyers wants is the ultimate goal.

So it’s time for the call. Make sure to set expectations by including an agenda or some prep questions in the calendar invite. Setting an agenda will help you know how to best prepare for the call and the recommendations you could share. This will help you take command of the call AND get on the same page with the buyer. Because who wants to waste time?

By doing this prep ahead of the meeting, the AE has better information to come into the meeting fully prepared.

If you’re an SDR and your AE has an open opportunity and the buyer comes back with a question, we should coach SDRs to collect all questions from the buyer and make sure AEs get back to them ASAP.

This will help you add more value to the sales process and establish yourself as a consultant and not just a sales rep.

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